Did you actually expect Digen Verma to assume iconic stature?
A. I expected more from Digen Verma. Digen Verma is a classic case of the creative and the client not having the same perspective. My biggest learning from Digen Verma has been that when there is a big idea, it is very important to explain to the client about the kind of commitment required of him to carry the idea forward. A lot of clients like a big idea but they do not have the stamina to take it through. And that is exactly what happened with Digen Verma. Frooti was looking at a way of improving its sales dramatically since it was de-growing by 6-8 per cent. When we came up with Digen Verma, we clearly told the client that Digen Verma was not going to be a short burst of advertising but a sustained affair that would continue for three years. I had told the client exactly what would happen from year one to year three. But mid-way, things took a different turn…
