Why is it that historically, Indian film advertising has somehow failed to make ripples abroad, unlike print?
A. Blame the directors. There was a time when the strongest link in India’s advertising chain was the director. I’m talking about the heydays of Prahlad Kakar and all those guys. Today, I think most of the time they mess it up. This is mainly because of the so-called value-additions we were talking about. Who knows advertising better – the director or the creative guy? I think our directors are very good at taking bad scripts and making good scripts out of them. But they can’t handle outstanding scripts. In fact, they don’t recognize outstanding scripts. Outstanding scripts mean minimalism. The definition of an outstanding script is one where the director is invisible. Take Budweiser’s ‘Wassup?’ campaign. Where’s the director in it? Where’s the camera angle in that? Where is production value? Nobody has touched these scripts. The only times our directors succeed is when they have done the scripting. Then they follow the minimalist’s discipline. Because their creative urges have been ad
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