Guest Column: Immortalising R K Laxman: Neelabh Banerjee
How would the Maharashtra government set up the Common Man museum without access to the original line drawings of RK Laxman's work? Laxman's original drawings are a treasure trove and they deserve to be seen by the public at large, and that's where his employers, the Times of India, come into the picture, says Neelabh Banerjee, cartoonist and illustrator

From the surge of emotion and empathy at the passing of RK Laxman, one thing is clear: The Common Man is a national asset worthy of being immortalised.
But who will do it is the question to which Maharashtra Chief Minister Devendra Phadnavis provided a part answer when he announced his government would set up a museum for the Common Man.
The unanswered part of the question is how would the Maharashtra government set up this museum without access to the original line drawings of RK Laxman’s work? Would the ‘museum’ make sense with Xeroxed images of RK Laxman’s work? Who would even visit it?
Thousands of Laxman’s cartoons have been reproduced and re-reproduced in the Times of India and thousands lie copy-pasted on the internet – so how would the ‘museum’ be a draw?
As my respectful tribute, I wish to place on record the immense value of Laxman’s line drawings in their original form (art works). I think future generations deserve to see them thus. I’m saying this not merely because they are there! Laxman’s original drawings are a treasure trove, to say the least. They deserve to be seen by the public at large, and that’s where his employers, the Times of India, come into the picture.
Copyright must have been tucked away in some clause of Laxman’s contract with the Times of India, which makes them the legal owner of the Common Man brand. And, even if it isn’t, no one would grudge India’s newspaper-of-record its due, least of this writer who enjoyed the hospitality of her columns from 1989-2014.
So, I hope I am not seen as presumptuous or without locus on a contract between Laxman and my erstwhile employer, when I suggest that the proposed museum for the Common Man would have little meaning without the active collaboration of the Times of India.
My limited interest is that there should be a proper structure where the owners of the Times of India share with future generations his original drawings. Only that would be befitting of the memory of one of the world’s foremost cartoonists. So, that decision needs to be taken fast. And I say that with a reason.
I don’t think the family of Laxman has much original work relating to his Common Man. Whatever they have is apparently what the great man left behind from free-lance work that his contract permitted.
Also, it may be rude to point out, the intrinsic value of Laxman’s work is fast depleting in the eyes of Indians below 25. Before they got into the habit of reading the Times of India, the master’s left hand was getting weak. Partial paralysis had reduced his ability to create a cartoon relevant for the next day. The spirit hadn’t waned, the mind was just as agile, but alas, the hands weren’t obeying.
When a reporter from today’s generation sought me out for an interview on Laxman, guess what his first question was: “Tell me something about, KR Laxman!” I cringed, only to forgive him and his generation their innocence. Clearly reproductions of Laxman’s best which the Times of India heroically ran during the last 10-15 years hadn’t made the same indelible impression on this generation as the originals had on earlier generations.
To see Laxman’s wonderful creations, outside of his free-lance work, it is the Times of India (not the Laxman family) that will have to open its heart and co-create the Archives along with the Maharashtra government.
I have no doubt that these originals are still in good condition – though time and white ants respect no one. Worse, some of them which the great man may have gifted to unknown folks might start finding their way into the grey market – with no particular use to the Times of India or connoisseurs of cartooning 50 years from now. Their relevance is now, and hence the need for speed.
Let the originals be treated as national treasures because they are the original #MakeInIndia creations from the nib and stem of an individual who did not work for himself unlike, say, MF Husain or Raja Ravi Varma. In a word, Laxman is an example unto himself – a man whose creativity and the corporate entity he served were two sides of the same coin.
Laxman’s originals deserve to be properly curated, even critiqued, but hell, they deserve to breathe some fresh oxygen!
(Neelabh Banerjee, or @neelabhtoons as he signs off now, was introduced to Laxman at the age of 12 by his parents, Mr RC Banerjee and Ms Pratima Banerjee, both ink-and-brush cartoonists. Neelabh’s move to the Times of India was because of Laxman’s presence as a safe harbour for the art. True to form, the Times of India allowed him to draw the Common Man on special occasions, including the commemorative postage stamp released by a grateful nation.)
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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