India has always been a market of huge potential for advertising guru Trevor Beattie. After quitting TBWA in 2005, Beattie launched a start-up agency BMB with two colleagues who left TBWA along with him. The agency already has something going for itself in the UK market, and the next stop for Beattie is Australia and India.
Beattie said, “India is an important market and Indian advertising is beginning to take pride in the culture and aesthetics here. I see this market growing and adding more to the global stage. I hope to make some difference with BMB in this market.”
He explained that the next stop for BMB is Sydney in Australia and the timeline is within 2007, which would be then followed by a Mumbai office. At present, Beattie is still toying with the options of whether he should launch a BMB independent in India or partner with an existing agency. “That is a call I guess we will take a little closer to the launch period, depending on what the market opportunities are,” said Beattie.
He was speaking at the sidelines of the GoaFest 2007, where he was the speaker of the final session of the two-day festival. In his address, Beattie was vocal on scam awards and stressed on the “need to care for others and not care for some”.
Beattie cited the example of The Times of India party at Cannes Lions International Advertising Festival 2006, as he appreciated the zeal of young advertisers and classified them into the category that he calls ‘Who Cares?’ He said, “The world is divided between two kinds of people — the ones who care and the others who don’t care.”
Giving a perspective on the Indian advertising industry, he said, “I have mostly heard that the Indian advertising industry strives to win awards internationally. I don’t think it’s like that. Indian advertisers today are very Indian in their approach. Ads like that of Coca Cola and Happy Dent are created in an Indian format but so very modern.”
Another point that he raised was how the industry should drop clichés. He said, “We use jargons for the creatives that we create. For instance, every big or good idea is pronounced as a baby. A big idea would be actually where there is a risk taken and somewhere tomorrow, this same ad will be respected and be considered as brilliant.”
According to him, a big idea is not about anything big, but ‘tall’ — a compilation of a bunch of small ideas that later can become big.
Beattie commented, “Very soon, the Indian advertising industry will be recognised at a larger scale. There are young creatives like Prasoon Joshi who are already creating a trend for future for young people to be inspired by Indian creatives. I hope that in the near future, people from abroad will come down to India to acquire knowledge on Indian advertising.”