Mohammed Khan triggers off AAAI endeavour to break creative block
Mohammed Khan kicks off the AAAI-organised 10-session endeavour to break the plaguing creative block over a spellbinding inaugural session. simplicity is the key to a great advertising, says Khan.
A fine Saturday morning. Young creatives from a number of ad agencies. And Mohammed Khan. And when Khan talks, you listen. The session was gripping and it was apparent from the way the audience hung on to every word that he spoke. He created the right environment.
And, that is the first thing that Khan suggested: “You have to create an environment where everyone believes in the creative product.” A very important ingredient for good advertising is a good brief and a good brief is the one that is sharply focused.
Next of Khan’s suggestions was “Don’t go it alone”. He stated: “All of us can’t have knowledge of everything that happens in the world. It’s impossible.” He questioned, “How long does it take to ask? We feel ashamed to ask.” Khan expressed that it was always better to be working with the ‘masters in their respective field’. He stated, “There is a joy in learning. In working with the people who are masters in their own craft.”
Khan advised that before really getting on to work it is very important to ‘Soak in the facts’. As per him, it is important to segregate chaff from wheat – and go after the facts. “To extract a good brief, you have to extract facts. Great advertising is most often based on facts,” he stated.
Then came the issue of ‘Rating ones advertising’ and the best way as per Khan is to benchmark it, “Think of the best that has happened in the world in the category.” He also reflected upon the importance of keeping the ads away from complexity. As per him, “One of the biggest hallmarks of great advertising is to keep it simple”. And, then of course, there is ‘Likeability’ factor. “This is the most important quality of advertising. The commercials that do their job have this sterling quality. They are likeable,” stated he, comparing it to human relationships, “If you don’t like each other, relationship doesn’t really go beyond that.”
He also stressed on the fact that ‘Nobody is the sole keeper of an agency’s conscience’ and combined effort was the best effort.
Khan then moved on to the ‘two epidemics plaguing the industry’: computers and Cannes. Computers have moved the art people away from the physical feel of the placement of various elements in an ad. Which is damaging for advertising. Cannes, he said, “Is a very bad signal because of the kind of work that is being awarded.”
Talking about the importance of execution, Khan said, “Great idea is a must for a good ad, but equally important is impeccable execution. One is incomplete without the other. It should be an ad that people like to read or watch again and again.” Scripts, he exhorted, “should convert into excellent films — and it should happen by design and, not by accident.”
He, then, came to the last two questions that one should ask himself or herself. One, ‘Do I want to see this film a hundred times?’ and if the answer is no, you should throw the script out of the window. He argued, “Magic word today is GRPs. But isn’t it better to be seen once, than be ignored three times? GRPs are about how many times you run an ad, and not about how many people are watching.”
Last question you should ask yourself, as per Khan, is ‘What is wrong with this ad?’ If you would look for flaws, you would find them. “If your advertising makes people ask for more, you have obtained your objective,” he concluded.
The session was dotted with a number of examples in the form of print ads and commercials. All this was a very interesting start to the series of 10 sessions — The Block, The Triple A Creative Workshop.
Next session would be addressed by Prasoon Joshi, on Friday, April 16. Other names in the faculty are Piyush Pandey, Deepa Kakkar, Namita Roy Ghose, Subir Chatterjee, R Balakrishnan, Prasoon Pandey, Sumantra Ghosal, Preeti Vyas Giannetti and Alok Nanda.
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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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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.
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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