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

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

When a client loves your work so much, he scraps it.

An overview of the client’s reaction after I presented a narrative poem I wrote for the TVC.

The background:

What it means to me

Have worked on the project for over a year, (out of which religiously worked on it for two months). Started off as a dream project that later turned into a nightmare I just wanted to get over with. Continue reading