Anil Thakraney: Cannes winners, release your media plan

24 Jun,2013

By Anil Thakraney

 

Congratulations to the Indian ad world, it was a very satisfying show at Cannes; 33 trophies is really wow when you consider that till only a decade back we used to win zilch.

 

However, the rumour mill is buzzing. Again. Gossip suggests that some of the winners at Cannes are ‘scam’ ads, because ‘nobody’ has seen the winning entries in the media. The PR winnings sound dodgier, the work appears to have been designed to please an international jury. For example, that bit about adopting a pothole. Wouldn’t firangi judges just lurve stuff like this from Incredible India? Everyone out here is wondering exactly how may potholes got sorted.

 

Now, it’s quite possible that the gossip is unfair to the winners, it’s very likely that none of them are scams. But to know that, we need access to the media plans of the winning entries, and that’s impossible. One could have filed an RTI application, but sadly, the ad world doesn’t come under its purview, not yet at least. So then what’s the way out? I would urge the winners to publish their media plans in the trade media. With details of the number of insertions for press ads, number of hoardings used, etc. And the PR winners should publish full details of the operations and the effectiveness of their campaigns. I think this is important for it shall help kill the gossip. In any case, if you have done genuine work, why not proudly publish the facts?

 

On another note, must say our continuing disappointing run in the digital category is a cause for concern. I can only think of one reason why we aren’t winning anything: Our old world creative directors who are obsessed with the traditional media, and have failed to evolve. Well, they better change this fast. By finding people who can help them understand the digital space. (By the way, many of these giants haven’t even tried out social media, I kid you not.)

 

Lastly, a pat on the back to the TOI group. Despite being a huge, huge organization, they consistently find a way to inspire their ad agencies into doing scintillating work. Marketing directors and brand managers of other large companies should borrow a leaf from them. On why bigness should never come in the way of good creative work.

 

***

 

PS: Cool idea from the makers of Homeland, the hugely popular US TV serial. They are looking for ‘extras’ for the next season, and are inviting members of the janata to come forward and apply. Great way to promote a soap, Indian TV serial makers should try it too.

 

Link: http://www.wired.com/dangerroom/2013/05/homeland-casting-call/

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

 

Post a Comment 

Comments are closed.

Videos