Indian print ads win awards but TVCs rarely do. Why?
A. We have been with the print media for ages. We still think print, and try to translate it into a film. The sooner we have people on either side of the table with better understanding of the medium, the faster will we pick up awards at international podiums. Many a time, we have been asked to make a film with a very powerful concept. But it is ultimately diluted by a load of garbage that the client wants to talk about. Clients do that because they think buying media time is an expensive proposition and it is only right to cram it up with information more then any communication can bear! Actually, what the client is trying to do is visualise a print ad on the boob tube. It is time that we understood the more focused the film is on one central thought, the better is its chance of registering in the mind of the viewer. You have hours to ponder over a print ad. With a television spot, you only have 30 seconds! To win accolades, you need to have a grasp over the medium. We are still gropi
