In yesterday’s article, we took a look at the various reasons holding Delhi back from shining in the advertising circuit. Having said that, there has to be a way out.
For Naren Kaimal, Executive Creative Director, Dentsu India, the Capital clearly is for the business of advertising and not for the art and craft. “With few senior creative persons remaining in Delhi, it’s like fighting a lone battle. All it takes is a few senior hands coming together and creating some brilliant work out of Delhi for the city to shine and create the buzz,” he observed.
Prathap Suthan, National Creative Director, Grey Worldwide, feels that an outsider such as the media can take some steps in organizing a platform where the fraternity could meet. There could be initiatives such as a painting competition, a cricket match or a film screening organized on neutral ground without promoting anyone. This could provide an opportunity for ad professionals to meet without carrying the baggage of their work.
Many are not averse to having an alternative platform on the lines of DAC or a revamped DAC which has majority representation from the advertising fraternity. A member of the DAC, on condition of anonymity, said, “The Delhi awards need to be on a bigger platform with proper buzz around it to woo creative guys. The awards should provide space and celebrate creative works in a more organized way. This would also require proper marketing of the awards.”
There seems to be a ray of hope as Prasoon Joshi of McCann Erickson pointed out. He said, “I am witnessing a gradual change in the attitude of Delhi; maybe it has to do with the constant interaction and access to advertising professionals in Mumbai which probably is rubbing off on them. There are youngsters who show the same level of energy and enthusiasm that’s widely seen and felt in Mumbai.”
Rohit Ohri of JWT also talks of this change. “There is a beginning of realization that to bring a change in the advertising status of Delhi, there has to be a change in the perception of the city. Calcutta Ad Club did that well when they brought up the values of the city through the club. I think Delhi should also work towards that and try to put things in perspective which would help build credibility which in turn would help attract talent, and hence do good to Delhi’s ad circuit,” he suggested.
However, not all are upbeat or foresee a change. Gullu Sen, Vice-Chairman and Chief Creative Officer, Dentsu India, who has been in the industry for 22 years, does not think that a change is in the offing simply because there is no need. He said, “With communication and increase in travel, I don’t really see that a divide between cities exists. I see myself as an `advertising guy’ and not bother myself with the tag of Delhi or Mumbai simply because I don’t think location is important today.”
Hari Krishnan, Delhi Branch Head of Grey Worldwide, also expressed similar views. He is all praise for the AAAI which went beyond being city-centric. It is a festival held on a neutral ground and not just restricted to awards. The AAAI agenda involves a wide range of discussions and other platforms for interaction, which help bring the advertising fraternity together.
For those anticipating a change, Charu Bakshi, Delhi Branch Head, Law & Kenneth, sums it up well. She said, “The time is right and Delhi just needs a little push to shake itself from people who are true to the profession to get things moving in the right direction. With all its achievements and reservoir of talent, it shouldn’t be difficult to make Delhi shine brighter on the advertising map of India.”
Why hot business centre Delhi does not rock like Mumbai as an ad centre – Part 1