The fine act of balancing

AGKSPEAK

Aesthetics and insight must complement each other

What I've liked
There are two qualities ads require for them to be picked up by my radar. The first is insight and the second "" the aesthetics with which it is delivered. Most often the work, as in the recent past carry only one of the two components, thus rendering it ineffective.

Style with no substance or substance without style seems a sheer waste of good advertising money. It's been a while since this dismal phase of drought has lasted. I do hope it won't go on for much longer.

That said - I came across one campaign that seemed interesting and memorable. The McDonalds Happy Price Menu series. It is the one where purana zamana stars appear in an aajka zamana McDonald's.

They have stumbled upon a really interesting strategy to promote low price. By using stars of yesteryears the ads effectively cut across all strata of society, and lend glamour to the new low prices. Which is quite a difficult task to achieve considering a price cut is often viewed with certain scepticism.

Not just that, it also has strong potential for a long run campaign as long as each new 'old star' manages to make an interesting appearance. All put together this campaign does manage to break the clutter and leave behind quite a strong impression.

What I've learned
Of Kanyas and Kavita Kanyas
I have been touring quite a bit of late, launching my book in various cities and I was surprised and touched by the response I received on its behalf. Total strangers would come up and tell me how much they've liked it.

Old, forgotten acquaintances hail me in airport lounges to tell me how they've completed it in one continuous reading. It's like as if I have unwittingly handed over a gift to the world at large.

I have been waiting for this attention to die down but it still hasn't. And all this reminded me of an earlier similar overwhelming experience""where my investment reaped disproportionate rewards"" the gift I call, my three daughters.

I don't think I was an extraordinary father. I just did what all fathers do, brought up my children normally, but the rewards I reap are far more than what I put in. No one else nurtures, cherishes and makes you feel more wanted than daughters do.

Which I might add, in no way is meant to take away from the joys of having a son. When I am with my son, I feel strong and secure but when I am with my daughters I feel loved and wanted. To borrow a phrase, they really are gifts that keep on giving.

Almost making me feel just a bit guilty of the little that I did for them. Just like my book. I did it because it gave me joy and now it keeps offering me these little nuggets of happiness everywhere I go.

Smiling faces, warm handshakes, yes, my book has rewarded me much more than I deserve, just as my daughters do. I have often been puzzled about why we refer to writing as kavita kanyas. Now I know "" books like daughters are god's own precious creations.

Email: agkbrandconsult@yahoo.com