Top Story

Home >> Advertising >> Article

Zen & the art of how not to be a dinosaur

13-August-2013
Font Size   16
Zen & the art of how not to be a dinosaur

Bodhisatwa Dasgupta, Associate Creative Director, Grey Worldwide (popularly known as Bodhi) was featured in IMPACT magazine’s Top 30 under 30 2013 list – an initiative that identifies and celebrates future leaders of the Indian communication industry who have already made a mark on their seniors and clients. Bodhi in his characteristic humourous manner shares his take on how not to become a dinosaur after turning 30.

Here it is…

This IMPACT 30 under 30 happened just in the nick of time; because a few months later and I wouldn’t even have qualified. But that’s not the scary part. The scary part is this – how do you safeguard yourself from becoming a dinosaur in the business? Because really, it’s not about age, is it? It’s not about a bunch of guys who are in their 20s making a mark.

It’s about fighting to stay relevant.

Sure, the freshest ideas come from the young peeps. I know that, which is why when I hire, I try and hire really young, unexposed talent. The longer you spend in advertising, the more cynical you become towards your work and the more you start bombing your own ideas because you know the client isn’t going to do them.

So what’s happening is this…guys in their 30s, the so-called over the hills, cautious and calculated people, keep presenting ‘safe’ ideas to the client.

Do they work? Sure. Are they exciting? Absolutely not.

This is because all the exciting ideas are lying in the bin.

A young person doesn’t have that problem. Because he or she doesn’t know what is right or wrong. He’s easily excited about his ideas, and he thinks all of them can change the world.

That’s a marvelous space to be in, and even though I just crossed over the dreaded, but no doubt sexy 30 mark, I try being in this space. I still spruce up every presentation to the client with a certain amount of theatrics (for example, I presented a bike campaign wearing opaque helmets the whole time), I still spend hours trying to crack an idea for an e-mailer, etc.

I’m excited by the prospect of a Monday morning. I get fidgety when things don’t happen. I get angry when something we’ve worked on gets bombed.

Trick is not to stagnate; although, it’s very easy to do. Many writers, art directors at big agencies, especially big agencies, over the years of doing nothing (read senior people) start to anti-evolutionise.

Their brains become small, out of not being used. Their hands grow large, out of stomping around and making much noise. Their mouth becomes large thanks to the fat paychecks they eat up. Their eyes become small because they’ve stopped looking at the world a long time back.

And before you know it, they’ve become dinosaurs.

Unfortunately we all know what happens to dinosaurs, don’t we?

In time, they die out.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on

According to industry experts, the 10 second ad rate for the quarterfinals to finals has increased to over Rs 8 lakhs from Rs 3 lakhs at the start of the tournament