Do you feel any pressure in terms of peoples expectations after Everests performance at the Abbys?
A. There is no pressure, and I will tell you why. It is simply because the work on Parle-G or Tortoise was not done with an intention of winning awards. Though, yes, we wished that the work won something. At Everest, we are clear that we do not create work for awards. Frankly, creating award-winning work isnt a big at all. One usually knows who the top 10 judges are and their tastes. So, all one has to do is tailor the creative to suit their sensibilities. However, we keep miles away from such practices.Q. This sounds as if award-winning work has a formula to it…A. Oh, yes, there is a formula to creating award-winning work. The problem is, we are still not comfortable with the fact that we are Indians. That includes the advertising fraternity as well. I do not think showing Indians, Indian situations, Indian jingles reflect Indian-ness. Take for instance, Fevicol and Happydent. While the situation and the casting is Indian, but by format, both the ads are still Western. I would, of c
Related Questions
- I received a Satisfactory/Meets Expectations performance rating on my last evaluation. How can I make sure I receive at least a Satisfactory/Meets Expectations for FY 2009?
- Why are the Rayovac Batteries brand 9V lithium batteries superior to other battery chemistries and other lithium chemistries in terms of performance and safety?
- Do you feel any pressure in terms of peoples expectations after Everests performance at the Abbys?
