The Hindu Business Line : SadAsia 2007

They seem to be a desolate lot. Firstly, the composition of Madhukar Kamath’s delegation (he was the Leader) left much to be desired. Out of some 75 delegates, the advertisers probably accounted for nil, and the advertising agencies for about six. We are told that out of this meagre figure, Kamath, Colvyn Harris, Sam Balsara and Prasoon Joshi were invitees, as speakers and the leader of the delegation. So the arithmetic reveals a grand contribution of some two paying delegates from the Advertising Agencies Association of India (AAAI). This does not include the three ladies from Madison (a media agency) and Madison PR.

Will someone tell the Advertising Council of India (ACI) that they should review their rotational method of choosing Leaders of the Delegation? The category that pays the piper should also call the tune.

A prominent publisher who was there apparently said it would be more appropriate to call it “SadAsia.”

Jeju news

Our sources say that the Indian delegation seemed jinxed from the beginning. They were staying at a hotel a good 45 minutes drive from the convention centre. Since the entire day’s proceedings and most of the evening programmes were at, or very close to the convention centre, the Ad Club Bombay which organised the arrangements should be ready to explain why they chose that. Jeju, which had been played up as the Hawaii of the East, apparently turned out to be a rather poor cousin.

The Congress

Prasoon Joshi

We are told the Jeju Congress was held at a grand auditorium that everyone could critically evaluate, thanks to the fact that 70 per cent of the seats were empty. Our heartfelt sympathies are with the speakers who must have had to face this unseemly sight. Yet, delegates offer no such sympathy. They say that the quality of the speakers and the number of people in the hall was well-matched. Happily, the Indians were asked to speak in small halls on the side of the main auditorium. Unhappily, even these were not full. Prasoon Joshi, we are informed, showed some good commercials, including one rather long film. No, it was not Fanaa, though delegates said that had he shown that, he would have gotten a better reception. Our creative types must understand that just showing commercials does not constitute a good speech. Sam Balsara made a valiant attempt to keep the tricolour flying and our source was very impressed with his presentation, till he met a Malaysian delegate who remarked that it was a slightly updated version of the one he made at Bali last year. Well, at least it was updated. Sorry, but we could not find anyone who attended the presentation made by Colvyn Harris.

The bid for 2011

Incidentally, India won the bid to host the AdAsia 2011. The battle was evidently fought more in the boardroom of the Asian Federation of Advertising Associations (AFAA) than on the stage in the main auditorium. Evidently India’s representatives on the AFAA Board — Goutam Rakshit, Pradeep Guha and Ramesh Narayan — made sure that it was a one-horse race. We are told Madhukar Kamath gamely mounted the stage, and in spite of a very hoarse throat (after an operation) managed a brief introduction of Colvyn before giving him the floor. People who were expecting everyone from Aishwarya Rai to Yana Gupta to accompany Colvyn on stage had to make do with a husky whisper from Madhukar Kamath. They were not amused.

Yet one can take heart from the fact that Colvyn Harris of JWT, in his bid-presentation has officially promised to get speakers such as the owners of Google, Indira Nooyi and Steve Jobs down to Delhi for the 2011 Congress. Since Mr Harris is a serious manager, we are sure he knows what he is speaking about.

The sideshow

Sam Balsara

We are told that more interesting than the Congress was the sideshow between representatives of the AAAI and the IBF. Fresh from their face-off over the IBF surcharge where a belligerent Indian Society of Advertisers (ISA) generally told the IBF to take a walk, stalwarts such as Pradeep Guha, Paritosh Joshi (Star) and the like were still sulking after having to blink first in Mumbai. There were evidently hectic parleys involving Sam Balsara, Madhukar Kamath and Paritosh Joshi about certain steps the IBF had put into motion.

Yet, it was clear that round one had gone to the ISA, and to the AAAI by default. The story is far from over, though. The IBF is in ‘wounded tiger’ mode and one can expect some fireworks soon after Diwali.

Meanwhile, have a great Diwali and a prosperous new year! _ Victoria

Victoria invites comment on this column at brandline@thehindu.co.in

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