NEIGHBOURS ENVY OWNERS PRIDE... NO MORE

Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri

Veteran Ad-Guru Alyque Padamsee is up next with all cylinders firing! He endorses the last point vehemently. “New agencies inducted, immediately get into the act and one of the first things they do is trash the stuff that the previous agency did”. He cites the case of the classic LIRIL campaign where the girl, waterfall and signature tune defined the brand. “Now we have it replaced by this re-play of an old Levers launch of 2000! And, does anyone really care about how many parts of the body … I mean, how ridiculous!” He reminds us that THE MARLBORO MAN remains intact and continues to rule. So does the MRF mascot and the UTTERLY BUTTERLY girl. “Clients must really be very careful before leaping into a zone of changing for the sake of changing”. Hi-Profile Artist Sanjay Bhattacharya is more direct. “I think it’s become a fashion today to demolish anything that is traditional in the name of being contemporary, relevant and consumer-driven. It’s total bullcrap and only reflects their inability to intelligently and creatively blend the time-tested brand value with new-age focus. There is nothing wrong with moving away but, my feeling is that it’s done mostly to be perceived as a product or corporation that is keeping with the times … how defensive, insecure and negative!” Ogilvy’s NCD Abhijit Avasthi winds up this debate with his very own evolved perspective. “For me, a mascot is a property that any brand would have created and built up. The issue is the level and depth of work invested into this mascot over time, to constantly maintain a meaningful connect and relevance with the targeted constituency. That is THE real key”. He feels that the Onida guys must have their reasons to do away with the devil. As for new teams and agencies demolishing all work of the old teams, he believes “only a silly, insecure and immature people would take that course. Smart teams would see the big picture before deciding on the way ahead”.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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