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They say old is gold. But the new is not on hold either... Watch out as the youth brigade in ad-land storms into your living room and influences everything, from your choice of detergent to the car you race to work and back. By VAREEN RAY & SURBHI CHAWLA
It was the summer of 1963. An undergraduate advertising major at the University of California, as a part of his assignment, submitted a campaign for Honda to his guide. Amazed at the clever communication, the instructor persuaded the student to submit the work to Grey Advertising. The campaign – You meet the nicest people on a Honda – went on to completely redefine Honda motorcycle’s brand recall and market share in the United States.
Or consider this. Two over-enthusiastic Wisconsin boys were looking for a way to make their rowboat get to the fishing hole faster. They read all available stuff on gas motors. In the end, they shoved their plans for the rowboat and instead decided to work on motorised bicycles. In 1903, by the time the boys were in their early twenties, their first prototype was ready. The two boys from Wisconsin were William Harley and Arthur Davidson. Take Wolfgang Amadeus Mozart. He lived for only 35 years, wrote his first piece of music at the age of five and completed his first symphony at the age of eight. Why Mozart, take Pablo Picasso, Leonardo Da Vinci, Michelangelo or Shakespeare instead. History is littered with examples of young, adventurous people, who with their fresh insights, have consistently thought differently and delivered innovatively.
That’s the power that youth brings to the table. More recently, consider Microsoft, Motorola, Google, Apple, Oracle or Sony – what sets them apart from the rest? Almost all these companies have had innovative people at their helm, who gave up their youth to nurture these innovative corporations. Larry Ellison started Oracle when he was 32; Paul Vincent, founder of Motorola was also 32 when he set out on his trailblazing path; Akio Morita founded Sony when he was 25; Bill Gates was 20 when he founded Microsoft; Steve Wozniak and Steve Jobs were 20 when they seeded Apple; Larry Page and Sergey Brin were 24 when they started Google; and they all continue to fanatically believe and invest in the power of youth.
So, when the 4Ps B&M team went into a huddle to plan an issue on India’s choicest creative brains, we decided to give the reigning stalwarts a miss and focus instead on the young generation. The reasons were clear to us. The veterans may be the anchors of any industry or company, but fresh blood is the lifeline that actually takes the industry forward. Leaders have a natural responsibility, to hone and nurture the bright sparks; but when fed into the industry, these bright sparks make for the choicest future leaders.
There was a time – from 1960s to 1990s – when names like Alyque Padamsee, Kersy Katrak (of the MCM fame), Mohammed Khan, Gerson and Sylvester DaCunha were taken in revered whispers in the Indian creative circles. Today, those names have been replaced with Piyush Pandey, Prasoon Joshi, R. Balakrishnan, Priti Nair, K. V. Sridhar, among others, whose creative campaigns have already been etched in Indian advertising history.
But keenly waiting in the wings, are a slew of young ones, who over the last few years, have been wowing audiences with their creative acumen. Names that are perhaps a little less heard, but have conjured up the coolest of creative storyboards to sell a variety of products from colas to cars. And as they say, one fresh campaign is all it takes to change the rules of the game. So, while the veterans are going great guns, the young turks of ad-frat are fast moving up the creativity ladder. They are smart, have age by their side, constantly question and challenge older established systems and do not hesitate while creating the wackiest of campaigns.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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