Ummapalm

Aah! I feel like breathing. Amidst all the effort to do "different" and the so called clutter breaking advertising, that finally remains in the walls of the conference room and faff thrown at the client, i have come across a 'good' ad. One that i searched on the internet and on unavailability scanned from the paper to put it here. I don't know why people are so wary of accepting things that are truly different. The stale has a strange safe comforting air of familiarity. Lot is at stake, you won't go wrong with that. Wow...challenge.
I know my opinion on this particular ad might sound exaggerated, but the real point is that i have been wanting to have real images in an ad since long. And the last place i expected it was in fashion advertising. Its a very pleasant surprise. And as i have always said, pleasant surprises are always treasured.

Fashion advertising especially in India was so a follower of international trends that it stopped making an impact other than registering the brand name in your conscience. And i guess that has become the brief too. Finally, i saw something truly different and yet relevant. Indian Terrain. India. How can a closed studio environment describe India. You're right. Maza aa gaya. And it doesn't stop at that. There isn't a headline, a tagline (tagging along), a baseline, any line. Just the logo and a very good image, speaking volumes. All rules broken. Pleasing the market, not the award books. So much fun.

An unknown agency called Fisheye has shown me light.