Follow Your Heart. Lead Your Mind. You'll find a window everywhere.

Wednesday, April 29, 2015

Advertising is NOT circus. Ad club and ad agencies in Kolkata must stop buffooneries.

If 'Advertising Club Calcutta' - known as 'Kolkata Ad Club' - is at all serious about business i.e. 'advertising' to be precise besides and beyond real-estate, its board and members should understand a simple fact that the name of the game is 'positioning'.

Because only that can draw the world's attention to India... thereby to Kolkata... for 'creative excellence which in the process might stop 'talent exodus' to revive, revitalise, and redefine the ad industry in the city of joy.

Therefore, it's imperative to consider 'Advertising Club Calcutta Creative Awards' (A3CA) as a 'Product' but 'Page 3 Party' and then market it accordingly to the 'creative talents', minus whom, it's vacuous despite all media planning, buying, and spending.

Frankly, 'tired, thoughtless, and tasteless' creatives in the name of 'humour and sarcasm' was 'done to death' in the era of Gopal Bhand.

It's time to don the 'thinking hat' once again and concentrate more on 'ideas' than mere 'executions'.

Anyway, the ideal positioning should have two layers.

First: A3CA, the base of Cannes -- to leverage 'outbound marketing'.

Second: A3CA, better than Cannes -- to leverage 'inbound marketing' with greater emphasis and better logic.

Following are three ads, I prepared, keeping the shape of layouts as it was for 2015 ads, so things are understood rather easily.

(Click on each of them to enlarge):

Hope, 'ad gurus' of Kolkata won't mind to use their brain for a change at least to indulge in 'disaster management' before it's too late to save Kolkata from the 'ad quake' that has been driving talents away from home or burying them at home... since long.

Frankly, I have no problem with the big-heads' mediocrity but I generally have loads of issue with their audacity, since they always try to mis-sell their mediocrity as simplicity in line with the executional beauty of global creatives.

It takes mind over matter and muscles to understand that a woman who looks resplendent without any make-up perhaps does minimum 1 hour of Yoga at dawn, every day.

So, instead of fucking around across the globe, especially attending award shows or workshops, it's better, if brains are used to understand and decode those immensely complex ideas, and how they get generated, which actually pave the way for the simplest executions.

Otherwise, creating craps like this, as showing below, will actually fossilise Kolkata's advertising industry that had been in coma but yet to be declared "dead" because still there are some people called "clients" who have more than enough money to pay for the bills of ventilator.

However, please don't waste your time and mine as well for nitpicking in light of Photoshop or Grammar. I still hope (against hope) and believe that the number of 'dimwits' is less in Kolkata.

Last but not the least, if advertising were mere entertainment, clowns wouldn't struggle so much in circus despite being miserably paid.


Tuesday, April 28, 2015

Employers create disengaged employees for Employee Engagement dramas.

Since only the Godzilla is used as prerequisites in 'job ads' and the 'job description', job seekers always begin by default as disengaged employees who are always expected to do more to think less, so as to perform and deliver results... complementing investors and share holders' happiness in line with their own EMIs and social status.
It actually helps employees develop and evolve the Jurassic notion, looking at the future, that a job means nothing but a paid responsibility to running after dangling carrots -- one after another -- fulfilling some preset criteria at work -- known as job requirements -- by following some tried and tested, thus tired and thoughtless, process... all in the name of creativity and innovation.
In such a productive environment -- gives complex to even Hitler's gas chamber -- that lets one's spirit go free for sure, well, literally, if employees fail to match job requirements, creatively and innovatively, they are entitled to play the role of guinea pigs under the scanner of TNA: Training Need Analysis.
Thereafter, they got to attend some 'world-class training programs', across the world, which make them climb on trees or eat grass, so they can understand how to use fresh ideas during a sales pitch, naturally, or help them learn scuba diving, so they can comprehend how to use the depth business analytics, as customers and consumers are the ocean of data after all.
And the torture (read training) goes on... unless they quit to join some other companies in order to face and accept more torture until they become immune to the punishment called "unlearning" and retire, seeking VRS mostly, to live a life at last, healing the injuries and insults they had to receive in profession rather helplessly for a survival and a lifestyle minus life.
However, there is no end to it, and can't be, to be precise. Because employers' nature won't change, as none's nature changes -- despite some behavioural change i.e. a camouflage to get things done in own favour.
So, the Godzilla will continue to intimidate job seekers, and who is intimidated could, rather should, never be interested in his/her job let alone career. And who is not interested could hardly be engaged for that matter.
No wonder that's a golden opportunity for coaches, trainers, gurus and the like to mint money from various organisations, mis-selling the concept of 'employee engagement' to employers who are in fact more than willing to buy those 'carrots of gold' to dangle them in front of an employee, making him go ahead to reach El Dorado... to find carat in him at last for laying golden eggs. 
"Just in case he managed to know how to leave the carrot behind in the first place."