It is no secret that I don't see myself in this country for longer than a few more months.
If it was, then it sure as hell isn't anymore.
The reason is simple enough.
I don't like how things work here.
Too much mediocrity.
However, I'd like it if you didn't assume that I think that I am above mediocre.
I am not. As a matter of fact, since I am presently part of the system where people are happy with their little worlds and are satisfied way too easily, I feel that I am mediocre too ... By default of course.
So coming back to my core point, mediocrity has taken over advertising in Kolkata.
We have copywriters screwing over art directors, we have art directors quoting amounts lesser than what his employer is quoting to the agencies' client and stealing that client away from the agency, we have scamming and scheming servicing execs ... In short we show all the signs we need to show to tell people, "Hey! Don't worry. We are morons, and we will stay morons as long as this entire structure doesn't collapse."
Here people don't believe in the new.
They'd rather do what others did.
And god forbid, someone tried being fresh in his approach towards anything ... "No Anish. This feels too unfamiliar. Remember what Levis did in 1998 ..."
Bullshit.
Some of you might be feeling a little anxious by now. Waiting for that chance to tell me, "Change it if you think it's not right."
I laugh at you.
I can't even get my boss to understand that new doesn't necessarily mean something someone else did that worked.
That makes it not-new.
By default. Of course.
If it was, then it sure as hell isn't anymore.
The reason is simple enough.
I don't like how things work here.
Too much mediocrity.
However, I'd like it if you didn't assume that I think that I am above mediocre.
I am not. As a matter of fact, since I am presently part of the system where people are happy with their little worlds and are satisfied way too easily, I feel that I am mediocre too ... By default of course.
So coming back to my core point, mediocrity has taken over advertising in Kolkata.
We have copywriters screwing over art directors, we have art directors quoting amounts lesser than what his employer is quoting to the agencies' client and stealing that client away from the agency, we have scamming and scheming servicing execs ... In short we show all the signs we need to show to tell people, "Hey! Don't worry. We are morons, and we will stay morons as long as this entire structure doesn't collapse."
Here people don't believe in the new.
They'd rather do what others did.
And god forbid, someone tried being fresh in his approach towards anything ... "No Anish. This feels too unfamiliar. Remember what Levis did in 1998 ..."
Bullshit.
Some of you might be feeling a little anxious by now. Waiting for that chance to tell me, "Change it if you think it's not right."
I laugh at you.
I can't even get my boss to understand that new doesn't necessarily mean something someone else did that worked.
That makes it not-new.
By default. Of course.
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