Coming of age of small, stand-alone creative agencies was the highlight of 2011 for the advertisement industry, which did not have many superb works to show off. Bates Asia Regional Planning Director Dheeraj Sinha says that during the year more superior work happened outside the industry than within.
"There are learnings for the industry from how Anna Hazare and 'Kolaveri di' created such huge impact, backed by the power of social media," he says. But 2011 has been a good year for the smaller, nimbler and often braver agencies, while the big networks bled on talent and business.
"Independent agencies have come and made people take note of their work," says Publicis-Ambience National Creative Director Ashish Khazanchi. "They are no more out of league with the big brands and are increasingly being invited for the pitches by the big daddies of the business, both Indian and global."
Today, most independent agencies have a number of big accounts under their belt. Taproot has Pepsi, Airtel and Nirma; Creativeland Asia has Audi, Parle's Hippo and Godrej Hair care; Wieden+Kennedy has Indigo and Royal Enfield; Law & Kenneth has Hero Group and RPG Corp; Saints & Warriors has Fiat and SAB TV; Scarecrow has Essel Group and Viacom 18 Sonic; and, Happy Creative Services has Papa Johns Pizza. Clearly, these new kids are the right guys to choose the best campaigns of the year.
Santosh Padhi
CCO & Co-Founder, Taproot India
HITS:
VODAFONE Zoozoos, Agency: Ogilvy & Mather
CADBURY Shubh aarambh, Agency: Ogilvy & Mather
Although both these campaigns have been running for a while, there is still no fatigue in them. Zoozoos are just adorable. It's easy to be No.1, but very difficult to retain the position. Vodafone has managed to do that by keeping the campaigns simple yet enjoyable. Cadbury has kind of taken over the mithai category.
From 'Shubh Aarambh' to 'Kuch Meetha Ho Jaye', the brand has thought differently and marketed it equally well. The campaigns have connected well with consumers.
MISS: HERO MOTOCORP'S Hum mein hai Hero, Agency: Law & Kenneth
People remember this campaign because of the media that was invested in promoting it. The ad was visible everywhere. But was it creatively superior? I don't think so.
Manish Bhatt & Raghu Bhat
Founding Directors, Scarecrow Communications
HIT: CEAT BIKE TYRES Because the streets are filled with idiots, Agency: Meridian
We like campaigns that don't depend on great executions to see them through. The campaign is born out of a truthful observation of human behaviour. Most clients would have squirmed at the prospect of using a definitive word like 'idiots'. But the word is adequately abusive and perfectly captures the intensity of people's frustration.
MISS: JK SUPER CEMENT Vishwas hai, isme kuch khaas hai, Agency: NA
The biggest achievement of this ad is the fact that it ever got made. There is no relevance, no insight, no function and no emotional benefit. The use of Ursula Andress-inspired imagery of a bikini-clad woman, though well intended, ends up creating a feeling of lust rather than trust.
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