Anil Thakraney: Delhi ad guys less cynical than Mumbai frat

28 Sep,2012

By Anil Thakraney

 

When I met Shashi Sinha for an interview in February this year, we discussed the Bombay Ad Club’s activities. Sinha was very clear about expanding into Delhi. And I immediately knew it was a good idea, though I didn’t say that to him. This is because during an interview, the interviewer does not offer any opinions; at least that’s my mantra. Though the esteemed Shri Arnab Goswami shall not agree, but I digress.

 

Well, I am happy to hear that the Advertising Club Bombay will now be called The Advertising Club. And Delhi/NCR is their next stop. This should ideally have happened a decade ago. The Delhi ad market has been booming for a long time now, they boast of many very large local and multinat clients. And the Ad Club Delhi isn’t really a happening body. So a clear opportunity exists for the Bombay club guys.

 

There’s another reason why I find Delhi a more exciting market, and I say this from personal experience of having worked there. The Delhi ad guys, much like the rest of the Dilliwallahs, are an excitable, exuberant sort, they are lot less cynical compared to the Mumbai ad frat. And they will participate in the Club’s events with gusto. (Provided, of course, the newly named Club delivers cool events.) In the Mumbai ad world, apart from participation in award competitions, I have noticed very little enthusiasm on industry events. Maybe they have gotten tired of seminars, or maybe in Mumbai they just don’t care anymore. Perhaps this also explains the Bombay Ad Club’s hugely decreased activity.

 

And I will give you another insight on why they’ll find Delhi more responsive to events. This may sound very pedestrian, but it’s a fact of life. Commute in Delhi is lot more easy and joyful compared to Mumbai. This will also play a key role in crowd support in the capital. Just the thought of additional evening commute in a messy, decaying, perpetually traffucked Mumbai is a huge downer.

 

Mumbaikars would rather go home than listen to an ad guru. Survival, not knowledge, is the priority out here.

 

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PS: Outstanding Nike commercial and it must have cost peanuts to produce. The power of the ad is in the words, they are superbly scripted. Reminds me of the good old days when press ads in India used to contain glittering prose. Before the TV boom, before the cow belt guys took control of the desi ad world.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=2JnYcuRW_qo[/youtube]

 

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One response to “Anil Thakraney: Delhi ad guys less cynical than Mumbai frat”

  1. As Raghunath says:

    Nice note Anil. And yes, thanks for putting Delhi up there. Mumbai though has much better talents, but most I find difficult to interact with. You can see them thru the glass panels at their agency’s reception as they are busy chatting around at their work stations, but to their receptionists, they would put out “I’m busy In a meeting” notice. Even if they agree reluctantly to meet up, they will sit out in a presentation with a boring expression. Yeah I agree there with you, The Delhi ad guys are lot less cynical compared to the Mumbai ad frat. And to know the reason you must visit the advertising nurseries here in Delhi where these talents are honed: IIMC, JIMMC, IP University. Most students come from country side like Bokaro, Jamshedpur, Bhubaneshwar, Kanpur, Gorakhpur, Patna, Ranchi et al. They all are excitable lot, always eager to interact and learn. Mumbai on the other hand attract talents from Big cities most of who wear the expressions: Mane Baddhu Aavdechhe!

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