And more, much more than this…

It came as quite a shock to me when I realized that I've been working in this profession for the past 32 years, witnessing immense changes that are beyond imagination. Then came another thought: this year marks my golden jubilee, making it the perfect time to share not just my journey, which is filled with colorful events, but the story of advertising itself. I want to share the waves I've experienced, and the knowledge I've gained, especially for the young minds who are breaking new ground in the advertising world every day.

I began my journey in the last century, which probably makes me seem ancient to the tech-savvy ad folks of today! But let me tell you, my dear friends, we learned things the hard way, just like every generation claims. I began my journey as a junior creative and the most junior member of the client servicing team (which is why I deeply empathize with the challenges they face). However, my passion always lay in crafting artwork in the studio. Those artworks, bromides, and rubber solutions—things that the young minds today probably have no clue about. They'll never understand why the small finger on your hand used to be bigger, precisely for managing those small cut-and-paste artworks. Yes, there was the Mac, but it was a luxury few could afford. In my Kolkata office, we had a classic Macintosh with a tiny monochrome monitor and a floppy drive. It had programs like Pagemaker, Photoshop, Freehand... some of which were just starting to become part of Adobe. Later on, Coral Draw made its appearance!

Sometimes, I feel fortunate to have witnessed that era or perhaps the transition. My childhood and teenage years were a time when the subcontinent, especially India, was too very different from the one we see today, it was poor and troubled, and political instability was a normal occurrence, but at the same time, India was moving away from traditional advertising to a new era that birthed some of the brightest minds in our field today.

I notice a lack of understanding of the creative process still today, at least in the market. For roughly the first decade of my career, I worked in India and then spent the next 22 years in Nepal. When I arrived in Nepal, most major brands relied on communication from India, with local agencies adopting them. Brand building was rare, except for a few major business houses that understood its value. But over time, I've witnessed a significant shift, with local businesses embracing the idea of creating strong brands with local flavors.

I could go on about the evolution of client mindsets or the history of advertising, but let me focus on where our creative, strategy, and idea teams still have miles to go. When I first arrived in Nepal, I had a colleague, Anandaroop, who was young and talented. He didn't believe in the Ogilvy school of thought. But recently, in a conversation with some young ad minds, I was surprised to find out that many had never even heard of Ogilvy to add to it they even did not know who Piyush Pandey was! If you haven't read Ogilvy, you've missed out on the basics of this field. Agreeing with his philosophy or not comes later. "The Man in the Hathaway Shirt" by Ogilvy was groundbreaking, yet how many have seen it from the 1950s? It's essential to recognize Ogilvy's contribution, even if you don't agree with him. Another favorite of mine is the ad created by the Doyle Dane Bernbach (DDB) agency. They made history with their "Think Small" campaign for Volkswagen. But how many have heard of Helmut Krone or Julian Koenig, who were instrumental during that period? Also remember, the "Think Small" campaign that happened ages before Apple's "Think Different"!

I know I might sound like an old man imparting wisdom, but let me bring it back to more recent times in the 80s and 90s in the subcontinent. One needs to understand India in the 1980s—a poor nation grappling with financial constraints, overpopulation, and political instability. Alyque Padamsee, often referred to as the father of modern Indian advertising, introduced Lalitaji, a character that resonated with housewives, offering wisdom and assuring value for money. This campaign truly understood the pulse of the nation like never before.

One anecdote from the Lalitaji campaign stands out, particularly in memory. Alyque Padamsee noticed that his mother, despite driving a Mercedes, would still bargain with the vegetable vendor. When he asked her why she bargained despite owning a luxury car, she explained the distinction between quality and value, stating, "Beta, achchi cheez aur sasti cheez mein farak hota hai" (Son, there's a difference between good quality and cheap quality). Alyque transformed this insight into the iconic Lalitaji Surf campaign, demonstrating that great advertising often originates from real-life experiences.

This notion resonates with me deeply, as I believe many advertising campaigns draw their essence from real-life encounters. During my time at Outreach Nepal, I seized opportunities to translate such experiences into television commercials.

Perhaps you've come across some of these commercials; allow me to share a few from my repertoire. One depicts a chatty, middle-aged wife sharing neighborhood tales with her husband, who remains indifferent and focused solely on his tea. As the story unfolds, I seamlessly integrated the brand's message with the mundane yet familiar interactions I observed among middle-aged couples in my own family. This creative endeavor was crafted for Jyoti Life, and another favorite of mine was for Asian Paints, encapsulating the idea of a true friend who is happy when you are happy. This concept was inspired by vignettes from my childhood, where I witnessed friends celebrating each other's successes. While such emotional connections to true friendship might seem lost in today's generation, I was astonished by the response on social media, as our audience tagged their friends, reminisced about childhood, and even reconnected with old pals through our posts. I have numerous examples like these to share, each highlighting the importance of life stories and genuine emotions in the storytelling industry. When we intertwine our narratives with the essence of a brand, a perfect marriage of storytelling occurs. For me, I owe a debt of gratitude to Alyque for instilling in me a love for advertising stories rooted in real life.

Meeting Alyque and listening to him in awe, getting his autobiography inscribed—these moments have enriched my journey. Similarly, meeting Sridhar was another stroke of luck. All these encounters have made me and my journey richer.

This isn't precisely my autobiography, but rather a reflection on my experiences with the transition of advertising. I was fortunate to begin my journey at an early age, allowing me to witness its evolution firsthand.

Let me delve into a few advertisements that, in my view, altered the landscape of Indian advertising.

‘Liril's’ iconic jingle, "La la la la la, Liril," became synonymous with the brand, solidifying its position as one of India's leading soap brands. Conceived in 1974 by Lintas and discontinued in 2009, the Liril Girl ad was an audio-visual delight. Crafted by Padamsee in collaboration with Lintas executive Neena Merchant, the ad's brilliance lay in its simplicity. It depicted a girl frolicking in the water, diving, jumping, and swimming under a waterfall—a celebration of joie de vivre. The campaign's insight was profound: recognizing that the average Indian housewife treasures her 15 minutes of solitude in the shower—the only respite from daily chores. Unlike other beauty product ads, which focused on fairness or cleanliness, Liril's ad resonated with the notion of freedom—a sanctuary where one could momentarily escape the rigors of life. This core positioning remained unchanged for four decades, emblematic of the brand's enduring appeal.

Another unforgettable ad that left an imprint on me is Bajaj Bulbs' jingle: "Jab main chota ladka tha, badi shararat karta tha, jab bhi mama so jate the, main light chupakar darwaje pe khada ho jata tha." Its catchy tune and relatable narrative captivated audiences of all ages. Ivor D'Souza of Heros Publicity enlisted Siraj Ayesha 'Pooh' Sayani of Shunyata, the production house, to bring the story to life. The ad's simplicity was its strength, catapulting Bajaj Bulbs to unforeseen heights of awareness in the market.

Then there's the iconic "Buland Bharat ki buland tasveer, Hamara Bajaj, Hamara Bajaj" ad of 1989, a pioneer in leveraging patriotic sentiment to enhance brand identity. With competitors threatening Bajaj's dominance in the scooter market, the ad, orchestrated by Kersy Katrak at Lintas, proved instrumental in reinforcing the brand's familial ethos. The creative brilliance of Rahul D'Cunha, Prashant Godbole, and Jaikrit Rawat's lyrical finesse, complemented by Vinay Mandke's vocals and Louis Banks' music, cemented Bajaj's status as a household name.

The annals of Indian advertising are replete with such transformative campaigns, where simplicity and emotional resonance trumped complex data-driven strategies. A poignant example from my teenage years is the controversial "Neighbour's Envy, Owner's Pride" campaign by Onida Televisions, featuring the iconic devilish figure. This unconventional approach, driven by psychological insights, propelled Onida to the forefront of the premium television market within a mere three years.

These anecdotes underscore my steadfast belief in the power of human emotion and storytelling simplicity to transcend conventional advertising norms, leaving an indelible mark on both brands and consumers alike.

In my perspective, these years mark the emergence of true modern advertising, not only in India but across the region. It's a time when communication is shifting towards storytelling infused with deep insights.

Before I conclude this piece, let me revisit my karma bhumi, Nepal. The transformation of Nepalese advertising was momentous. I recall the winter morning of 2005 when I joined JWT or Thompson Nepal and was taken aback by the level of aspiration Thompson was selling to the nation. Through extensive research and expenditure, they crafted creatives, shot abroad, portraying scenes like a man seated in a chair listening to music or in a boardroom or executive cabin. This represented the pinnacle of advertising storytelling from an international agency in Nepal. I believe this wasn't merely a waste of affluent client's funds but rather a reflection of a mediocre creative process. However, on the flip side, the same Thompson accomplished remarkable work in HIV awareness 'Swarga yahi bancha' song, throughout Nepal for FHI. I remember my dear friend Asif, did justice with the video, capturing the right moods for the song. Again I give credit to Anandaroop as he was instrumental in visualizing the end product. They engaged leading celebrities, primarily prominent singers to spread awareness about HIV, a campaign that seemed to resonate with or draw inspiration from India's unity campaign led by Piyush Pandey and his team, "Mile Sur".

In my next note, I'll delve into a few campaigns that have truly exemplified creativity and communication, further shaping the trajectory of advertising for the years to come.

 

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Introducing Kanishka Dasgupta, who, at 50, is still learning about creative advertising and communication. For 32 years, he's been soaking up knowledge like a sponge. Now, he's spilling his secrets, experiences right here for all to enjoy. Sit tight and join the fun!