First of all I would appreciate their
(FCB ULKA’s) initiative to bring out a new campaign for a Big Brand like Amul
and FCB ULKA is a reputed agency on its own merit. But, the problem arises when
the Agency Copies someone’s creative. Yes, the visual is copied from a Milk Campaign
was published in the US around five years ago and it had appeared in the US
News Magazine. Our creative people are famous for copying the western ads and
they have paid prize for the same and still paying for not being honest. Many
award ceremonies hailed them for such nasty practices.
This happens when the agency employees
are on tread mill because there are many assignments to be completed in a
stipulated time and most of the creative guys go home around 3 am. This
practice makes them burn sticks. Still India is a slavery- nation even though
the Britishers had left us many years ago.
Recently I was forced to do such
copying last week and lost an assignment when I was reluctant to do it. The
assignment was for a real estate agency and I was briefed to create an ad. The
agency’s designer had already copied Sahara One’s logo, and the belated so
called Art director, an experienced graphic designer works in a third rated
agency who moon lights for another small agency after 7 pm came with the same
idea in hurry. Since there was no creative elements in their works and he had
copied an existing design after changing a photo which he had downloaded from a
website I found it a bit inconvenient to accept it.
He had managed to impress the management
without knowing that he was ruining his own career. I left that project around
7 pm as they didn't take my idea and my creative which was not a sale ad but a
creative piece I wanted to experiment in the overcrowded realty ads appearing
in the print media; so that it could stand out from other me too ads.
This is ad world …in India
original ideas die faster…
V Bright Saigal – Brand Consultant
& Creative writer
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