Guest Column: We need to represent ourselves as India at Cannes; let there be Virats & Dhonis: Santosh Padhi,Taproot Dentsu
Santosh Padhi, Chief Creative Officer and Co-founder at Taproot Dentsu shares his observations from Cannes this year, he urges fellow creatives to get into that elusive 10% of metals winning Golds and Grand Prixs and stretch themselves to go beyond the brief to achieve excellence
Santosh Padhi, Chief Creative Officer and Co-founder at Taproot Dentsu shares his observations from Cannes this year, he urges fellow creatives to get into that elusive 10% of metals winning Golds and Grand Prixs and stretch themselves to go beyond the brief to achieve excellence. “We need to represent ourselves as India at Cannes - let there be Virats and Dhonis who continue to dominate with Man of the Match and Series. Can we celebrate the India win first followed by other wins?” writes Padhi.
Getting into the Elusive 10%
With categories going up to 24 and 1726 metals given this year, around 10% of them in form of Gold and Grand-Prix, which are the only ones get to go on stage, since silvers and bronzes don't even get their work showcased on the giant screen, just their names clustered along with other 20 odd names in a single slide flashed for less than 10 seconds, so apart from you the creator, very few sitting in the auditorium get to know which is the piece from India that won a silver or bronze. So the race is all about getting under the spotlight and watch the audience applaud your work. (it's a wonderful feeling have witnessed few times).
To get into this elusive 10% we have to keep looking for that ‘Big-brand-social-tech-fresh-human-innovative idea.’
Going Beyond the Brief
I feel that ideas that have won big in the last two years, are the ones where the agencies have gone beyond the brief; they were very provocative, and proactively pushy in nature, some of them have even managed to redefine the medium.
Sometimes one wonders – are we running short of ideas?
But seeing the work by winners, gives us hope that there are endless ideas to think and execute.
Today we are living in a world where each of us is expected to do more than what we are supposed to do - be it at home or in office. That’s what these winning brands/ideas have demonstrated, they have gone beyond advertising, pushing limits and creating a whole new language in advertising.
These are brands that have gone beyond claiming the ‘whitest, fastest, brightest and sweetest.’ Well, there is no harm in doing so, but when you are a category leader, you are expected to set a trend and create waves.
There are some that continue following similar patterns, but those failed to get anything beyond bronze, at best, silver.
Every client wants every piece of communication to become viral these days, be it an activation, 30-sec TV commercial or digital that’s exactly what the big winners reflected with content that is very sticky and viral in nature, ideas that were loved and shared by consumers, ideas that lead to conversations and conversations that led to more eye balls.
It is very important for our country to keep winning at Cannes, of course, for business reasons. It's a simple math creativity = good business = money.
For the last few years, we are being closely and carefully watched. We have certain advantages already in place like we are an English speaking country, we are hard workers and a very passionate community.
We should get hired not just because we are cheap and affordable but because we are creative and are solution providers. If we continue creating path breaking work, we will soon attract global traction, as they say "Jo dikta hai woh bikta hai."
Can we celebrate the India win first followed by other wins?
It doesn't matter who is contributing how many metals to India's tally. We need to represent ourselves as India at Cannes - let there be Virats and Dhonis who continue to dominate with Man of the Match and Series. Can we celebrate the India win first followed by other wins?
It is very important that we put the nation first, as it helps all of us in the long run. In the last few years, India has been in the conversation purely due to our creative output especially when it comes to winning at Cannes.
Some of the local brands like Fevicol and Times of India are inspiring the globe with the kind of work that brands like these have produced in the past. We are looked upon as fantastic story tellers with a unique style and flavour of our own. We, as a nation, are celebrated outside of India in a big way. I'm thankful to our industry, whenever I or people like me travel abroad and meet industry guys, we get treated with huge respect, purely because I'm a creative from a country called India, who has produced great creative work in the past years. It is considerably easier for Indians today to get a job in any part of the world compared to many other nationalities because of the creative output that the nation as a whole has delivered in the last 5-7 years.
I feel 2013 was the best year for India where our total tally went up to 34, more than 4-5 agencies won Golds, more than 12 agencies contributed to the tally. In the last three years, we have become a lot better, but we still have to catch up with the pace at which the world is running, and that pace will help us communicate better with our audience.
I am happy to see that India has bettered last year’s tally, both in terms of quality and quantity of metals, and it is lovely to see the Mindshare and Medulla picking the big ones. I congratulate them at their big win and thank the Grand Prix and Gold winners for keeping the India buzz alive.
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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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ShareSwapan 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.
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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.
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“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.
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"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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