Home >> Advertising >> Article

IMPACT Annv Spl: Santosh Padhi on why advtg & cricket are similar

30-November-2011
Font Size   16
IMPACT Annv Spl: Santosh Padhi on why advtg & cricket are similar

To most people, advertising is what interrupts cricket. But if you ask me, advertising is actually a lot like cricket. Both fields rely heavily on talent, have lots of fame and pots of money. And of course, there is that inevitable connection between cricketers and agency folk when it comes to building brands. The similarities make it a fair analogy. So let the game begin.

A player cum coach
I strongly believe that if you are a coach and a player of the team, you get a better understanding of the game than, say, an armchair coach. From the stands, you can only shout. On the field, you get to be more hands-on. Because, unless you step on the wicket, you can’t play and show how it’s done. You have to face the ball, and see for yourself if it’s reverse swinging or coming in at 142 kmph. No technology can help you understand it better than being out there. And don’t forget, most clients come to you because they want you to perform and lead from the frontfoot. They are betting on your skills and scores.

Where do you stand?
Where you position yourself in the minds of millions. Your approach, your identity, your game plan. It’s like a mind game probably as important as the game itself. So for entrants (the Netherlands and the Irelands of the game) it’s better to decide what you want to join in as. You could choose to be the sledging Australians, the hard-working Sri Lankans or the unpredictable Pakistanis. Tell the world what kind of a team you are once you take to the field. Because when you’re just starting out, there are many who’ve done it all and won it all. It’s extremely important these days how you win it, similarly in our field too, it’s very important to have a culture, a character for your agency. It will automatically reflect on the work you produce, the client list, the hiring, the atmosphere. And finally, that’s what will take the agency to the next level.

Team selection
Once you decide which way to head, invest a considerable amount of time and energy in choosing the right set of players. Ultimately, it’s the players that form a team and it’s the team that makes or breaks on the pitch. It’s difficult, almost impossible for an individual or two to sustain for too long without a good team. One is bound to get exhausted or run out of ideas. It’s imperative to have a sturdy, reliable middle-order and also a tail-end which comes in handy on days. Finally, the game and the business are both about promising talent. A good set of young creative people is what every team needs.

Pick a format. own it
What do you enjoy playing the most? A 20-20, One Day or Test game? Selecting it right helps you work on your strengths, it sets the tone for your game. Rest assured, there is enough money in every form of the game. What you and your team enjoy playing the most will become your type. So focus on that strength and keep winning in that area. Make it yours, and make it big. And slowly as you grow, you can master multiple formats.

The 50s and the 100s
No matter what format of game you choose, you got to play the occasional big innings. Keep hitting the big ones at regular intervals as people have short memories. In order to be top-of-mind, you got to keep entertaining with timely knocks.

The fitness test
The game is all about young people. It’s that insatiable hunger and infectious energy that youth brings with it. Today, it’s the young cricketers that are ruling the world of cricket compared say a decade or two ago, where seniors were given more preference. Advertising is no different. When the average age in a 1.2 billion nation is 24 and when you’re talking to them, you better talk to them in a language they will understand. That’s why every agency needs more youngsters or seniors who think and behave young. So it’s a constant challenge for the seniors to stay fit (think young).

Sometimes, well left is well played
Pick the series you want to play and those you want to opt out of. More cricket obviously equals more money but you have to balance it out. So decide your capacity and play smart. If you feel there’s too much cricket, drop out of one inconsequential series and it might actually do more good than harm. Cricket teams and network agencies both have boards to answer to but remember that you don’t. It’s difficult to say no but it often helps. Refuse some pitches and win some.

(Santosh Padhi is Chief Creative Officer & Co-Founder of Taproot India.)

 

Tags IMPACT Santosh Padhi Taproot India

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS

Open Magazine has terminated the services of Karl Mistry, General Manager (West) and issued a show-cause notice to associate publisher Pankaj Jayaswal. Both of them featured in the Cobrapost sting.

The ‘Effortless Style Gets Sportier!’ campaign focusses on the evolution of the existing communication of the product- ‘Effortlessly Stylish’ and fortifies it with the addition of a new flavor – ‘spor...

For the launch of its latest range of Beard Care essentials, Bombay Shaving Company has collaborated with Jam8 studio, a brainchild of esteemed music producer, Pritam Chakraborty.