36th Episode. You can say ‘BLAME IT ON KOTNALA’ and you would most probably be right. But that would still be half a story. Here is the full story. I am sure that people involved in this may deny acknowledging the turn of events, but that is OK.
It is sometime in early 90’s, August Friday afternoon. Mr. V. K. Grover, Mr. Mukherjee and I are sitting in a bar in the outer circle (Connaught Place) and Barakhamba interaction. Loud comments and complains are being traded. The problem being discussed is not so simple.
Hindustan Times, the leading English newspaper in Delhi is launching their SUNDAY COLOR SUPPLEMENT two days later. A ITC half page front page ad is scheduled by JWT (then called HTA with its office at 35, Jhandewalan Rani Jhansi Road) in the very first supplement. HT has been advertising the launch and readers are waiting to be served.
ITC ad has three layers of horizontal color as main visual device. The wave is in the colors of Indian national Flag. Cashing on the feel of Independence month. Creatively nothing wrong. The teams have followed every process. The client has approved the ad and the media estimate. 4-color newsprint proof has been shown and approved by everyone responsible for the release. The supplement to be distributed is printed and ready with HT.
In its enthusiasm of creating a masterpiece, creative has messed with something really important. ASHOKA CHAKRA, the wheel with 24 blue spokes. THE PROBLEM- USE OF INDIAN FLAG FOR COMMERCIAL COMMUNICATION. And additionally text features on the Flag visual.
I am referring to the era when you were not even allowed to hoist a flag on non-government buildings. This was later changed in 1990 with efforts of Mr. Naveen Jindal.
The ad was violating the rules governing use of Indian Flag. As it was for a commercial purpose it was far serious a crime. The agency was OK and considered it a creative license, but as advised by their legal team the client wanted the ad to be retrieved. The instruction was clear. In no case should the supplement be distributed.
On the other side, published copies of Sunday Supplements were ready for distribution. HT readers were awaiting the first ever color supplement. Other advertisers in the supplement were unaware of the issue. Here more than the size and might of HTA what worked was the charm and persuasive power of Mr V. K. Grover. The SANKATMOCHAN HANUMAN for the organization.
I am not aware of what all went between Mr. Grover and HT and that is not important. Next day- Saturday-, HT carried a small announcement; HT color supplement launch has been delayed by a week.
I am told that ITC paid for the printed copies (front form), which were destroyed. A fresh cover form printed with a revised ad and the supplement launched a week later..
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In case of INDIAN FLAG- the rules are still slightly ambiguous. You are free to have all the color without Ashok Chakra. It is the chakra with its 24 spokes that turns them into The National Flag. There should not be any text of the flag. Flag must occupy the highest point in the visual. It must not touch ground and must not be torn.
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Advertising and marketing Episodes
UNDERGROUND – Printing fale currency could have led to jail ● Strategic rain Break – How ZID KARO DHONI film was shot ● Thank You ● Rain Clause – I – The fight with Whitelight film over Maruti film ● Lethal Combination ● APPETITE – It does not matter where you get the appetitr till you eat at home ● Puncture – how not to get caught ● Adultery- the moment – Its all for you to decide how far you would go ● ASSET – how a famous indian model was rejected ● I am Sankar – soft ragging of new trainee ● The Count ● Introduction ● Time Bomb – How to avoid embarrassing situation ● Small Tile – eye for detail ● Shoot Report ● Sardar Khush Hoga ● Shoot At Mud Island ● Kaali Peeli Picture – what do you do you’re your model is featured in Debonair ● Upgrade ● Juhi Effect – there is something called lady luck in gambling ● Power Of Punjab ● Out – let game be game ● Two More – how not to pay for the drinks ● Eleven Minutes ● The Cherry Win ● The Presentation ● Black Gold ● Buffered ● Continue With Client ● Not Fired ● One Less Decision ● High jacking the Goafest delegates ● The Ghost Of 35 Rani Jhansi Road Jhandewalaon ● The Problem ● Imported Art Card ● Banyan Tree Agency
