|
The work has improved significantly, not just in numbers
but ore importantly in quality," he adds.
Moving onto to the radio category, Paul on the other hand
believes the radio entries may never win abroad for their
strong Indian component. He likes to keep it simple and says
that the only criteria for winning is a simple idea executed
brilliantly and something worthy of a gold award should reflect
a new idea for the category. However, he pointed that the
radio work displayed a "fantastic use of sound and craft"
and has improved the quality of performance in this category.
Sridhar is extremely optimistic of the potential of ambient
media saying that ambient media is the most explosive category
as it is poised to be the future media. Although he admits
that in India it is still in the experimental stage, but clients
are looking seriously at cashing in on this cost effective
but highly impactful medium. Heading the outdoor category,
he believes ambient will really kick off in a big way in the
near future for the spectrum of innovations that it can offer.
When queried as to the challenges that ambient usage brings
forth, Sridhar opines, "It is an approach that has to
deliver more returns on less money and therefore innovations
are key." He also adds that the scale of implementation
is a draw back in India, as it restricted to small scale activities,
but at the same time has provided an impetus to clients to
adopt this approach.
As opposed to the other three experts, Joshi is unhappy with
the quality of ideas and writing in the print category. Although
he says that the craft has picked up, there is not enough
money going into press which accounts for this declining quality.
"Largely all the great ideas go to television and print
is restricted to being information centric with high factual
content. All the emotional connect is built on TV, facts are
for print."
Does this mean that among the four creative pillars, print
would be discounted? "No it can't be discounted,"
said Joshi. Sridhar adds that most thematic work goes into
the niche publications that are specifically targeted, the
broad sheets largely lend themselves to factual advertising.
A major proponent of a virtual existence, Joshi speaks of
"Fast" as being the operative word in advertising
today, as everything has to be delivered quick. With more
media delivery vehicles that are cost effective opening up
today, the second life being top of mind for him. He believes
that apart from merely an add on tool, it can generate a revenue
stream for the client.
|
