WHAT THE HELL DOES THIS GUY DO? – The science of professional growth demystified.

‘Talk is cheap.’ But talk is also everything. ‘Fake it till you make it’, is a principle largely followed and largely inspiring. But if faking it leads to making it then what are we even working hard for? This phrase is the feeling of when you see someone undeserving move up the ranks and get better opportunities than better potential candidates.

Still didn’t catch the drift? Keep reading. Continue reading

Why the Airtel #OpenNetwork ads are more counterproductive than annoying.

If you’ve watched TV or even youtube for that matter, there’s a good chance you had the misfortune of watching this ad.

No, wait don’t watch it. The only thing worth watching on that link is the comments of disgruntled viewers and Airtel consumers. Probably the comments are the reason why the video got half the views that it did.

What is this ad?
List of individuals of different age groups, stereotypically annoying  youths asking for transparency in this ‘relationship’. Over-slapstick sardar for racial stereotype. Young mother with baby for emotion, lady with dog because not everyone likes babies, old couple for variety and a hippie-looking boy for good measure… All complaining about how their Airtel network sucks. Continue reading

This wish wasn’t really for you.

Wrote the following for a brand. But a change in brief made it unneeded.
So why not modify it a little and share it with your awesome followers? Happy New Year. Continue reading

When I started a Jobless Journal

The first interview I had given after my graduation was the one that I cracked. The only interview I had given prior to that was a scam-scene during college when I tried to get into a call centre with fake credentials (don’t ask). And I had failed that miserably due to lack of confidence and my inability to speak up during my webcam interview. (again, scam-scenes, let’s not dig into it too much).

So yeah, the first legit interview I applied for, I got in even though I expected otherwise.

So after I had to quit my first job due to a back injury; I worked hard on building my portfolio (and even my back to some extent). And literally I spent a hell of a lot long for preparing and arranging my portfolio which, ad professionals would know is a tedious process. I was looking for an opportunity which had me learning something new, very new. So I started applying in places and the first one I applied to, called me in, took my interview and wanted me to join ASAP.

Yes, there’s a reason why I mention that in the past tense, because I turned it down. This felt very stupid back then knowing the competitiveness in the job market. I had to turn the opportunity down because I needed more time, more rest and wanted to check out more options to know where I stand in the ad industry.

After a long series of disappointments, Continue reading

Life’s a pitch.

Hadn’t been at home for more than a combined 7 hours in 3 days. Because we were working on the biggest pitch of our careers so far. Prior to that the team was strutting like students who think they are prepared before their exams. Yes, think. And just like many of such students we too realised that a lot is pending.

And the strutters became the tiptoers. Continue reading

Social Experiment: Gone right or horribly wrong?

Social media is all about grabbing opportunities or making them. Largely on capitalising, though. See some trend, ride on it. See an opening, bombard it and make it count.

And when you work on a brand that allows humourous content, you’ve hit the motherland. Almost every happening is an opportunity for a punch-line. And whether the punch is graceful or below the belt… It’s bound to hurt someone or the other. Continue reading


At least once every lifetime you come across a place, a situation or a circumstance that moulds you. It evolves you into someone you never knew you were.

It’s not a selfish act, neither a charitable one. It’s somewhere in between, yet not even close to either one.

It all begins with a gut instinct, a stroke of luck, a leap of faith… especially when your back’s up against the wall and your feet are up on the edge. You jump into the unknown, hoping it’s better than the mediocre option you had.

You miss a safe opportunity and instead reach to grab one you have absolutely no idea of.

There you come across the person who has the power and control over that tiny little window.

He’s the one who can take a misfit like you through the burrow to wonderland. And not everyone is capable enough. Not everyone’s invited to escape into wonderland. Continue reading

Zip it. Please.

You could hear the voice if you had your iPods on. Cause I could hear it with my iPod on, And I listen to some thrashy (not trashy) music most of the times. I felt if I nearly deafened myself I would be able to ignore their noise and get on with my work.

Why does being a writer have to be so quirky, so visible. Why do people have to see you talk to yourself? Or see you think and come up with something. And if they can see you, why do they have to call you and break your concentration at that exact moment. Why can’t they just ZIP IT?

Continue reading

Is marketing up to the mark?

If you know me even a little, you’ll know that I’m an ad-writer. Mainly because I rant about it all the time. And as copywriters often do, I too write the occasional ‘howler’ that’s well written, but as the client says, “…it’s too intelligent for our target audience”. And in my short career of almost two years, I have heard this from every client and almost every account executive, not to mention my creative director and boss, “Tone it down a bit, they might not understand.”

Yes I agree simplicity is the ultimate sophistication, but I don’t see why we can’t look any other way. Now I refuse to believe that. I happen to agree with a few of Leo Burnett’s philosophies. One of them being, ‘if you write considering your customer is stupid, you’ll make stupid ads’. So what if they won’t understand a reference or a pun at the first go? It’s human tendency to find out more about something they don’t completely know, especially if someone they know knows about it.

I believe what doesn’t go over their head, goes beneath them. The modern day consumer is tired of being talked down to. But he can’t go and complain to a hoarding he sees on the highway. All he can do is hate the product for attempting to spoon-feed him.

So he will. Continue reading

The Green Grass Goof-up

I quite often have a chat with my Creative Director where we talk about creativity, day-to-day practices, life in other agencies along with the regular gupshup. He recently shared an incident with me that astonished me beyond belief. Here’s some background before we go forward:

We are the only advertising agency for a reasonably large innerwear company. We handle their ATL (above-the-line) & BTL (below-the-line) work, just not digital. I wish we did that too, the crass those buggers share on their page is painfully crappy (they, being their sub-standard digital agency). I’m pretty sure even the brand managers Continue reading