The Hindu Business Line : Power play

Mumbai may be grossly overcrowded and dirty, its streets may be potholed and its transport system might be straining at its seams but the lights never go out in this 24x7 city. That was the only thing poor Mumbaikars who contribute more to the national exchequer than any other city in India could boast of.

And now, uninterrupted power supply, that solitary silver lining, is on the verge of being shredded to bits by the usual combination of uncaring politicians and inept bureaucrats. The first sign of darkness at noon came ominously in the form of an ad campaign. Created by `Marching Ants' (yes, that is an advertising agency, not an African phenomenon), the campaign seeks to educate Mumbaikars on the need to save power. Did you know that it makes more sense to put off your appliances, like your idiot box by turning off the switch at the plug instead of using your remote control?

That is one of the points a campaign `currently' running seeks to tell us. The campaign, signed off by Tata Power, Reliance Electric and BEST, is definitely something that Mumbai needs. The advertisers and the agency need to be commended. However, with news reports appearing almost every day that power cuts could start from May 1, this is a classic case of too little too late. If the powers that be think that the peak load shortage of 200 MW will be saved by reducing what experts call "phantom load" (we love acting knowledgeable) they are only kidding themselves.

Buzz from the Beeb

We clicked on an item that appeared in a media-related portal and suddenly the room was abuzz. Yes, we distinctly heard the sound of a dozen flies and looked around startled. The answer was in an online advertisement for the summer programming of the BBC television that had appeared on our computer screen, replete with little flies that moved around busily on the page and electronically buzzed to hold our attention.

You got our attention all right. What a change from those tired banners that masquerade as online advertising.

Well, looks like the Net is buzzing with some real advertising for a change. Not yet time to ask good old print to look out, but as they say, eternal vigilance is the price of existence these days.

Goafest

So who's going to the Goafest being organised by the Advertising Agencies Association of India (AAAI)?

Almost everyone (Piyush Pandey not included)! Srinivasan Swamy, the president of the AAAI, is reported to have said that they were expecting 2,000 people. This, after they received 3,212 entries from over a hundred agencies. The numbers are mind-boggling. As President Swamy says, the AAAI seems to have surpassed the AdFest which is held annually in Pattaya. Not bad, considering the AdFest has been around for ten years now and is in exotic Pattaya. The Goafest is only is in its second year and Calangute can hardly match Pattaya's infamous "walking street".

Looks like the ad crowd is serious about having a proper national awards event in a laidback locale like sunny Goa.

It helps that President Swamy has thrown in a media awards and a high-powered conclave (strictly by invitation, we are told) and some workshops and everything else that constitutes the creative kitchen sink.

Some little birds who should know say the sponsorship amounts raised are pretty impressive as well. Proves that the media industry (only they pay, you know) is very gung-ho about the advertising industry and the venerable AAAI in particular.

A pretty far cry from the stuffy little awards functions they used to hold a couple of years ago.

So they have the money, the people and all the right ideas. Now one has to see if the event itself is managed well. Only time and our well-informed sources will tell.

Cochin Ad Club Awards

Kochi calling!

Everyone loves awards. And the Cochin Advertising Club has announced its very own "new, re-branded" event called `Pepper'. Well, spice shows the variety of life for them. This time, we are told they have flung their net all over the South and invited entries from not just Kerala but the four Southern states. They have even hooked some Mumbai based creative people to do jury-duty for them. They are promising to go national next year.

One more creative award. One more big event. This time in God's own country. One should now plan an `awards tour' and take in Goa, Kochi and any other lovely place on offer. Yippee!!!

Victoria invites comments at brandline@thehindu.co.in

Victoria

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