It was a recent conversation with an extremely evolved and informed communication person that triggered this story. While very bullish and thrilled with the slew of interesting and exciting, small-budget films – Shanghai, Wasseypur, Paan Singh Tomar, Kahani, Vicky Donor, Ishaqzade, English Vinglish – that made waves, he lamented the fact that the moment, a mega-star-driven, monster-budgeted, crazily promoted movie came along, it eclipsed instantly the entire buzz that surrounded those wonderful projects. “Hi-decibel noise and superstars – Ek Tha Tiger, Jab Tak Hain Jaan – can spell doom to smaller players and projects, aided and abetted by a glamour-crazed audience and star-fixated media. This can be both frustrating and demoralising. Isn’t the exact same thing happening in your adbiz? Aren’t the 3 hotshots – Piyush, Prasoon and Balki – along with some others, completely dominating the adspace, eclipsing all other gifted personalities in other ad-centres along with their fire campaigns?”
BANG! Provocative, titillating and disturbing this allegation sure was, but was there any real truth? Some disturbing questions immediately surfaced spelling omen… Why had not a single individual, or their work, ever been properly celebrated outside Mumbai? Was it because of the Western stars? Was it because of a lazy, poorly-informed, disinterested, star-struck and Mumbai-fixated-media who continue to valourise their work only sidetracking others under the label of regional, un-glamorous players? Is it because, the true “Creative Creatures” are less engaged/preoccupied with marketing themselves concentrating on work that earns peer respect, client appreciation and most importantly, desired consumer/market results?
Delhi-based ad veteran Esha Guha is first off the block, all temperance and logic befitting her station in life. “While this issue is likely to trigger fiery inter-state responses, let me begin on a sober note! The assumption is not as arrogant or ridiculous as it may seem and here’s why. The Big 3 mentioned are indeed icons, all brilliant front-runners of their craft and agencies, proven over time. Mumbai remains – despite Gurgaon’s huge invasion of big-ticket multinationals – the capital of ad glamour and mega stars, and it’s only natural that an ever-starved and curious media forever looking for exciting, news breaking stories of stars/events/happenings that matter, swoop in and do their number. Sure there is fine talent and good work in Delhi too but Mumbai will always be Maximum City, the place where most, talented and ambitious ad people gravitate,” Esha tells 4Ps B&M. However, Kolkata-based ad-film maker – and now a feature film (Bhooter Bhobishyot) director – Anik Dutta begs to differ. He believes it’s an unnecessary “underdog, inferiority complex” that the non-Mumbai ad community bring upon themselves. “Did Ray or Sen, Adoor or Aravindan, Rituporno or Aparna ever feel inferior because they were not being splashed on Page 3 and talked about by the chatterati? At the end of the day it’s about talent, self-confidence and self-belief. Sure, Mumbai has fine Ad people but I fail to see what this awe and wonder is about! We have equally – if not more – talented professionals here but lack the scale, canvas and scope in terms of big-budget, national clients and hence our exposure is restricted to our region. Mumbai’s Josy Paul was surprised to see some of my Bisk Farm (one of my clients) TVCs and wondered why they were not entered for Cannes!” says Dutta. As far as hype is concerned, Dutta believes that “since perception is the new reality, glamour and stars are ready-made fodder for the media and Mumbai has it in abundance, so…”
Mumbai-based ad-tracker Avinash Trivedi concludes this debate with his take. “For the media, profiling is central. Mumbai has always been perceived as the capital of showbiz where the film industry and adland thrive. Delhi – despite the amazing makeover in the last three decades – is still viewed by hard-nosed professionals as a city of traders where babus and jugaad rule; the political and fashion capital, high on sho-shaa, low on professionalism. Kolkata, is about art and culture, where the muse, not mammon, is worshipped. Hence, why blame the media for being fixated to a place where professionalism and glamour are perfectly matched? Yes, it’s a lot like Bollywood and Regional Cinema. Sad, but true,” Trivedi tells 4Ps B&M.
So, is it really a non-issue as some have suggested or is it an imagined devil tormenting lesser mortals, insecure, vulnerable and weak … or again, is it a smart, manipulative, heavy-duty over-drive, from the showbiz HQ to categorically demonstrate to every other ad-centre, who is the real Big Boss? Over to you, readers!
