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Advertising Tips from 2927 Communications


I think we ought to kill the ‘tags’ given by agencies from time immemorial such as ‘creative’ – ‘art’ et cetera and let people grow. The idea quite simply is to give scope to grow exponentially without any barriers or cliché

Barring the marketing team, we've clearly eliminated the ‘suit culture’. We let the staff dress in whatever they find themselves comfortable in

We constantly challenge everybody at the office to come up with ideas

We hardly ever thrash any feedback. Remember that the most effective copy, ideas, images originate in times when you’re least thinking about it/them We consciously involve our clients in the creative process right from the draft stage to the rough sketches and bounce off hopeful solutions too because an integrated ideation process works wonders for all the disciplines and people involved There are no old-fashioned cubicles at our office, instead we use the open-plan design where the staff is given the liberty to plonk wherever they deem fit to do so We are always on a lookout for young blood to fill up the senior positions. The younger, creative generation has the ability to understand new trends and has an instinctive grasp of the popular culture We usually try putting ourselves in the shoes of the consumer. It’s the fail-safe way of widening our perspective and what’s more, it bridges their gap too We more often than not come up with ‘identifiable creative initiatives’ rather than ‘in your face’ or over-branded campaigns

We NEVER exaggerate because the clients who mean business do not have time for theatrics. The most vital secret to effective advertising lies in telling the truth. Nothing works wonders than the simple truth

On Love by Julian Quintaes


You can’t erase love, there’s nothing that will remove it...
Love stains your soul and consumes your thoughts.
And when you least expect it...
It vanishes!

- Julian Quintaes

Lord of War - 2005


I watched Lord of War last night and loved every frame of it. Violence is sometimes shown as so inherently cinematic, but we all know that violence is also a very basic human feeling. Despite all the spurting blood and carpets of bullet casings in the film, what I adored most was the part where Cage admits to Hawke that his wife and son have left him, his parents have disowned him and his brother is dead because of him and yet he has no remorse and gets back to doing what he does best, selling arms, because he knows that is where 'he' belongs. We ought to understand that violence is everywhere. It's between a parent and a child or between the husband and the wife and that it doesn't have to be only physical. Only the meek suppress it, the bold take it a step further. Agreed it is evil, but at some point or the other, everybody ought to give in to it. Those words, to some, might appear jarring, they would most certainly repel such thoughts and notions, and those reactions I reckon might stem from their inability to access their innermost nature (clouded with feelings of love and care) because if looked at from a practical viewpoint what Cage's character plays is human nature personified to its barest best.



Endorsements Gone Awry


The Indian advertising industry these days seems to be getting it wrong especially when it comes to some actor endorsements that simply don’t ‘fit in’ for their campaigns according to me. Presently, there is a television spot showing John Abraham talking about one of their many products. Undeniably, his body is more widely discussed than his brains, but one look at him when he isn’t showing skin and one would see that his inner nature which is so lucidly reflected in his actions lends a far more profound character to his personality than his mere six packs. And even if his six packs have been over-exposed, there's still a lesson in that to be learnt – that a fitter mind and body leads to a fit and thriving life. 

However, I am unable to comprehend how the same brand has selected a female actor who oozes saccharine, but lacks grace and poise to promote their product for the female audience. I am sure these chaps had their reasons. Somehow, these days, everyone has reasons for whatever they do.

Tai Chi - Yoga - Body Balance


Did a class of it on Saturday and LOVED it. Neelanjana, or otherwise known as Neel, was my guru and she is simply marvellous. She takes you through the process with such warmth and ease that it is surely a delight. Try it guys, you'll love the movement, the balance and above all the peace.

Julian and Farahdeen


This is something that transpired between my buddy from Brazil, Julian and me, couple of days ago and I thought it was worth sharing. Here is the conversation as it happened on chat -

Friday 21st May 2010

23:49 Me: Juliano! There bro?
23:50 Julian: Hello bro. Howz things?
23:51 Me: Undulating bro. For the first time when life is rather calm, I find myself at sea.
23:52 Julian: ?
23:53 Me: It seems like I have lost focus. Like I'm stuck in this abyss.
23:59 Julian: Who is there to blame in the absence of yourself?
00:00 Me: I need to find myself bro. I have to!
00:01 Julian: You will, it's there, inside you. Just let the monster inside you come on out and play.
00:02 Me: Its more like I tease the scars that never felt a wound.

IDLE

00:43 Julian: How can I help?
00:44 Me: The more I try to avoid suffering the more I suffer.
00:45 Julian: To love anything is to suffer, my brother.
00:46 Julian: Bro, it may sound like a cliché but all you need lies within. Face the fear and you will create more courage. Be brave.
00:48 Julian: Suck it up, suck the pain. Love it. And leave it.
00:49 Me: Let me be my own psychologist. My own physician.
00:50 Julian: Not without my help though :)
00:51 Me: No doubt about that, bro. No doubt ever.


Shameful


I am shocked at the recent news about Times Square. Don’t these chaps realise that by planning or committing such heinous acts they are not only destroying the trust that people have in people but also wiping out any semblance of normality for their family for generations to come? Why can’t the Muslim youth of today put their intelligence to constructive development of the mind, the body, of science and the soul than indulging in such shameful deeds?

Café Noir - U B City


I was not very happy to learn that the new café coming up in place of where the old pâtisserie Ecstasy and Addiction once stood was owned by the same management as the nearby Toscano. I say this because my experiences in Toscano were slightly unpleasant, both in food and service, but since I had heard well of Café Noir I attempted to sample the eatery in spite of my reservations.

Although it is situated in the ever-buzzing food court of UB City, the restaurant manages to clench guests with its casual ambience of a perfectly Parisian outdoor café. No restaurant is greater than the people who make it so and that’s the exact impression you get right from when you set foot inside Café Noir.

The courteous staff greeted me with cordiality while I sat in the patio and glanced through the bread, pastries and fine foods menu. Hitesh Tulsani, the young and smart chap waiting on me recommended a drink that he said would be made specifically for me by the barman. In no time my drink arrived and Hiten requested that I suggest a suitable name for it. Upon becoming aware of the ingredients (please try it out there) I called it Traffic Jam. Back to the restaurant the following weekend with friends, I saw that Traffic Jam was indeed put up on the menu under the ‘Barman Specials’ section. I thanked them for the kind gesture and they offered me another delicious mélange that I christened Angel Wings. I have only praises for the barman Purushotham Reddy and his enjoyable concoctions.

Not only had the staff obtained my loyalty by virtue of their kindness and careful attention, I also soon found the similar warmth in the owner Thierry Jasserand. A bright and polite gentleman, on most days you can see Thierry chatting with guests with utmost interest, and you can distinguish that the nature of his parley does not stem from formality but instead he genuinely enjoys putting everyone at ease while they are at his restaurant. During one of our many conversations I was happy to learn that he refrains from using mass-produced factory produce at the restaurant because he despises the chemicals, additives and preservatives normally found in them and instead has nearly all of their ingredients delivered fresh to the restaurant everyday.

One evening when I saw the tempting French style savoury tarts I asked Thierry whether they made anything in particular for health-conscious people like me. He smiled widely and told me that in French cuisine there was no ‘in-between’ so either you had the sugar, mayo and cream, or you just didn’t. I succumbed to his words and indulged in a delectable chocolate pastry and a lip-smacking salad with pasta drizzled with pesto sauce, chicken and some crunchy fresh onion, red and green capsicum and lettuce leaves. Noticing me enjoying the salad, he informed me with a twinkle in his eyes that they were soon planning to add a typical French dinner menu with red, rosé and white wines that ought to make the place perfect to linger over a simple but traditional satisfying meal.

My bill surprised me; I found it incredibly reasonable for the al fresco location and the ‘French art de vivre’ that the restaurant represents and it truly sticks to the motto of being able to pamper yourself by the affordable price-points that is sheer luxury even if visited on a regular basis too.

Café Noir is a place not to be missed not only for many reasons: the inspiring interiors, the fantastic food that makes it an immense success and the simplicity in which they offer the guests a little affordable luxury to indulge in every day. But most importantly, it is the souls behind it that make this place so very marvellous and there is no doubt that once you set foot in here you will discover one of the most satisfying dining experiences.

My Apple iPhone 32 GB 3GS


I love it more than I love my...

(Hold it there, guys! I only meant my Sony Ericsson).

The Station Agent - 2003

What can I say, this is a movie all of us have to ingest and digest with utmost care. It is so very much close to life that if you haven't seen the film, then you quite haven't seen life.

I loved The Visitor by Thomas McCarthy as much as I have loved The Station Agent and now I am eagerly waiting to see Pixar's Up because Thomas is the screenwriter of Up. Whether it was his acting in Saint Maybe that left an unmistakable impression on all of us, or whether its his films that make us rethink our perspective on life, yet subtly, this is a man who has been providing us rather steadily with such marvellous cinema that there is nothing else really we can do other than bow and thank him for it.

Thomas McCarthy, thank you for your brilliance, and Thomas McCarthy, keep them coming!