It wasn’
t about what got you doing an ad for I-Day, but rather what you lost by not doing it, while the other guys did it! It was - and has become a kind of “herd mentality” movement, an ego issue, a keeping up with the whoever’s-of-theworld game! You are not perceived as a ‘politically correct’ organisation (pun intended), if you don’t run these ads! JWT NCD Josy Paul agrees. He believes that most of the stuff dished out on August 15th does zilch to make any sane/normal person puff out his chest with patriotic pride and it’s largely because it seems to have been done “either to mindlessly honour a time tested tradition or saab ko khush karne ke liye! Unfortunately very little thought is invested in making it engaging, interesting, imaginative or fresh in thought or insight, towards blending a product promise with a patriotic spin. It can be a truly exciting challenge and a terrific opportunity to attempt clutter-busting stuff…” Paul speaks of the time when he recently visited a plant in Roorkee during its inauguration and how, when the national anthem was played, his hair stood on end and he wept! “For me, that was hugely moving and meaningful, symbolising rootedness in the soil where I stood. I don’t get that same feeling for any of those ads nowadays.”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
t about what got you doing an ad for I-Day, but rather what you lost by not doing it, while the other guys did it! It was - and has become a kind of “herd mentality” movement, an ego issue, a keeping up with the whoever’s-of-theworld game! You are not perceived as a ‘politically correct’ organisation (pun intended), if you don’t run these ads! JWT NCD Josy Paul agrees. He believes that most of the stuff dished out on August 15th does zilch to make any sane/normal person puff out his chest with patriotic pride and it’s largely because it seems to have been done “either to mindlessly honour a time tested tradition or saab ko khush karne ke liye! Unfortunately very little thought is invested in making it engaging, interesting, imaginative or fresh in thought or insight, towards blending a product promise with a patriotic spin. It can be a truly exciting challenge and a terrific opportunity to attempt clutter-busting stuff…” Paul speaks of the time when he recently visited a plant in Roorkee during its inauguration and how, when the national anthem was played, his hair stood on end and he wept! “For me, that was hugely moving and meaningful, symbolising rootedness in the soil where I stood. I don’t get that same feeling for any of those ads nowadays.”For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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