I picked up ‘The Spy’ as much for Paulo Coelho as for ‘Mata Hari’(Margarethe Zelle) the Dutch courtesan and her intriguing image of a double agent during World War-1. I am a big fan of Paulo Coelho. In fact, two of his books ‘Veronika Decides to die’ and ‘Eleven Minutes’ are in my list of books… Read More: The Spy, Paul Coelho Disappoints. Book Review »
What do dreams have got to do with brands? Maybe nothing. Maybe it was always about dreams. Perhaps, it is we who have never understood the art of creating real dreams. Brands have moved from a functional USP to emotional dividends to being purpose-led. Whatever may be the format and trigger, differentiation was always there… Read More: What Next- Dream Dominating Advertising »
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time. It is natural for the middle-income household to be doubting purity and buyback values of their gold that they are buying, exchanging, repairing or melting. Karat meters are working overtime across more than 280 Tanishq showroom across… Read More: Tanishq – Beyond 24 Karat Gold »
IRSwala aaya, IRSwala aaya, IRSwala aaya re, The latest round of IRS report is out. The reported readership figures have given soulless Print Rudalies a chance to cry in mourning or smartly find ways to celebrate minor victories. The comparative game has begun. Every one is flogging the tired horse. The fight to sliced the data… Read More: PRINT Kabuliwala- IRS-wala Aaya re! »
On its 60th anniversary, Fevicol has pleasantly surprised its audience with a gem of a 90-second TVC. Art Vs. Commercial Films. Earlier there were ART films of what was known as parallel cinema and Commercial films. Then someone bridged the gap by making art films that were a commercial success. Films like ARTH, Salam Bombay, Chakra, Masoom,… Read More: Fevicol – the art of consistent Brand grammar. »
I liked Chandramouli Venkatesan’s first book ‘CATALYST’. The blurb of his next book ‘Get better at getting better’ interested me. It suggested -up suggested some similarity in thinking, I picked the second book. Getting better is evolutionary thought and the route to survival from Darwinian time. Chandramouli Venkatesan, in his book ‘GET BETTER AT GETTING… Read More: Get Better At Getting better. Book Review. »
The advertising club completed the trilogy of Media, Creative and Digital review by introducing ‘D-Code’ in 2018. ‘D-CODE’ has a definitive promise. Industry experts expected to focus and share “One Best Work of Theirs”, the genesis, strategic intent, logic, and the result of the successful digital intervention. Share ‘3 Tips On How To Break The… Read More: D-Code 2019. Decoding the Digital code. »
In 2018, VistaPrint released the TVC ‘Professional’. It uses a very myopic definition and understanding of the term Professional. Tailoring is a profession, and many tailors are professional. In the PrintVista TVC, the young tailor is rejected by his potential future Father-in-law. The father of the would-be-bride wants his daughter to marry a professional. It… Read More: EASY WAY TO TURN PROFESSIONAL: VISTAPRINT »
Whose Line Is It? “No Alternative. No Problem”. I love it. It is one thing I learnt at IIM Ahmedabad. I regularly use it in my workshops. When you have no alternatives to choose from, there is no problem. A problem has to do with alternative solutions. Just like a lock must have a key;… Read More: The Myth of No Alternative, No Problem & Prof Mote. »
China Air Breaks Category Templates. In India, China Airline has a biweekly service between Delhi and Taipei. It accounts for some 0.1% of the total international air traffic in and out of India. Most likely that I would have missed seeing this brilliant communication “What Travel Brings You” from China Air, thanks for one of… Read More: China Air the unexpected; What Travel brings you! »
