I wish I had made these
The Bingo campaign created by Ogilvy & Mather (O&M) is definitely one of the campaigns I wish I had done. It is a counter-intuitive campaign. It adopted an unconventional route to talk about its product ? delicious chips. Now, post rationalisation, it looks like the most logical thing to do. It celebrates vacuousness and madness. However, the campaign has lost a little bit of its edge in recent commercials. However, I am sure it will pick up as its DNA is very strong.
Another ad that I wish I had done is the Center fruit ?Mandir? commercial (Kaisi jeebh laplapayi), again created by O&M). It is an out-and-out Indian ad with an Indian story. Also, the commercial is genuinely funny. I have seen it innumerable times.
Thank god, it isn?t me
A really bad ad that I have seen in recent times is the new Charagh Din ad (created by Network Advertising). They are back to sleaze again and their latest ad just makes me cringe. Also, I don’t like the Volkswagen Indian ads (created by DDB Mudra), including ‘Curves are back’. Volkswagen is a wonderful brand and India should have taken it a notch higher. However, there is no real insight and creative leaps in the Indian ads. It seems like they are just patched together.
My first ad
My first TV ad was for Royal Stag Seagram at Ogilvy & Mather. The campaign was called ?Full tension release?. With this campaign, Royal Stag wanted to appeal to a wider set of audience. The campaign bombed and looking back, I realise it was justified. We should have created a campaign that evoked response from the consumers and instead, we put the response ahead of the campaign.
Ashish Khazanchi started his career in 1993 in client servicing at Rediffusion Y&R (Then Rediffusion DY&R). This was straight after his MBA from IIM Bangalore. ?While doing my MBA, I realized that I loved the human side of marketing- people’s attitude towards a brand/product, which essentially meant advertising,? he says. He worked at Rediffusion for two years and then started his own agency called Index Communications. He then joined Contract Advertising from where he moved to Ogilvy & Mather where he spent four years. After this he worked with McCann Erickson and then with Publicis (India) and then back to Rediffusion where he worked for three years this time. He joined Publicis Ambience three years back as NCD and was promoted as its vice-chairman last year.