MAM
Sunil Alagh’s 10 commandments on marketing
MUMBAI: “Keep it simple,” was SKA advisor Sunil Alagh’s opening line.
The ten truths about marketing that were spelt out by Alagh were as follows –
1) Thou shalt keep it simple, stupid vegetarian
Stating Britannia’s vision – which was to have every third Indian to be consumer of Britannia products, Alagh talked about the necessity of moving away from flowery corporate jargon, keeping the vision statement simple and relevant. Another case in point was Fed Ex.
2) Thou shalt beg, borrow, steal
Beg the best to join you, borrow when you can have competitiveness (Outsourcing) and steal if you better an idea and make it yours.
For instance, Wagon R was Hyundai; while the former launched first in Indonesia, the latter capitalised on the concept and established leadership in India. A similar case can be drawn between Sony’s Walkman and Apple’s iPod.
3) Thou shalt do unto one what you do not want done unto you
P&G and the smaller players like Cavin Kare, Nirma’s attack on HLL.
4) Never chase a Jerry in your life
Don’t spend time chasing the wrong small fry, as one will end up chasing one’s own tail.
5) What you take from others can be taken away from you
It is essential to create a long term differentiation which is unique and is yours. Sony’s Walkman was untouchable for number of years. So, is the iPod and the Volkswagen. “Don’t offer greater bribes to your consumer; create greater emotional bond.”
6) Thou shalt love thy competition’s wife
For instance Virgin Airways Vs British Airways. And the Parker ad with Amitabh Bachchan. Says Alagh, “Loyalty pays in a marriage. In marketing infidelity has its own rewards.
The Tanishq ad states, “Beware, there is a thief in the family.”
7) Don’t work at how much is in the glass; look at the glass itself.
There will always be a niche in the market, but is there a market in the niche?
8) Thou shalt not mistake thyself for God
Alagh pointed out how Philips in the 50’s and 60’s ruled the sector and became complacent letting Sony beat them.
9) Thou shalt worship Lady Luck
10) Thou shalt not wait for the last commandment
Make your own commandment. Contribute your own verse in the poetry.
Alagh’s concluding words were: get the right people and it is only the team that can build an empire. With a rush of relevant and rejuvenating ads, Alagh – the last speaker at Promax 2005 – made it a truly memorable session.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
