In 1990 when I started my first job in Mudra as a trainee copywriter, city of Ahmedabad was a paradise for advertising professionals. At that time Shilpi was on the verge of closing and traditionally unbeaten Navneet was a chanted name amongst others. Still nobody grasped Ahmedabad on the map of Ad World, before A. G. Krishnamurthy created Mudra. All Ad industry monsters had their HOs or COs in big city Bombay (now Mumbai) but Mudra. Who was not here that time in Ahmedabad? Most worshiped writers, art-directors, research and management experts or to be specific all Gods of today’s Ad world were rising here. AGK created the planet for enthusiasts in this remote place where there was no hiss or hoot for something like that. Just within 10 small years of inception Mudra became the 3rd largest Ad Agency of India.
Today it is hard to believe that just a few years ago; Ahmedabad was the first career choice for who’s who of Advertising. Wasn’t AGK “Invisible” backbone of advertising in Gujarat? Believe it or not, the moment since AGK joined Mukesh Ambani, Ad industry in state is back to square one. These days Gujarat has the highest number of reputed management institutes offering courses in advertising. But alas! All their graduates are aiming for Mumbai or abroad. They will laugh if you ask for Ahmedabad?
Why has that happened out of the blue?
Rationales are not complex to elucidate. I’ve observed various causes during my interactions through these years. Ad agencies here work to finish and so, are barely able to attain finishing in work. Modern fashion of running on deadlines is wounding lifeline of creativity. Deadlines were always there, but there were planned efforts & strategies too. Presently Gujarat based Ad agencies work on short-term goals. Easy and sure money. It is difficult to find agencies having brand portfolio in Gujarat.
On the other hand brand owners always have their eyes on Mumbai based Ad agencies. I’ve learnt through these many years that clients are hesitant to give brand promotion activities to even Ahmedabad branches of multinational Ad agencies. Lesser-known fact is; teams working on their brands are made from members of Gujarat based branch only. I even have worked like a ghost of Mumbai creative team many times. One thing clients must consider that India is a country of rich heritage and culture that could be understood better by smaller town self then person having metro mindset. As a matter of fact most successful creative professionals in any stream usually have their birthplaces other then Mumbai. In a nutshell my note for clients is “TRUST THE ONE WHO CAN BREATHE DUST”.
Going back to the lost Ad world in Gujarat we can witness rigidity killing originality. People who have achieved up to branch head levels in bigger Ad agencies are cutting short by flying again Mumbai for the least. If not they will try and do creatives themselves. That indicates improper delegation and entrustment. What are they so much insecure about? They should invest more in auxiliary nurturing of brand than wasting time in writing headlines & text.
Owners of agencies based in Gujarat have adopted attitudes of branch heads of larger ones. Neither they trust themselves nor the staff. They rarely write proper briefs. “Client jo bole woh kar ke de do”, is their way of function. That will certainly pamper client’s ego once or twice but communication fails in generating consumer’s attention. So, advertising fails. And client looses money, trust & more sadly the brand itself. Doors are then permanently closed for Gujarat based agencies. I scrutinize now a days that Ad agencies in Gujarat are carrying out more like PR agencies than extended marketing arm for brand. I would call them incomplete design or DTP joints rather.
So, is there any hope? Certainly, if we throw out pseudo Mumbai skin tights and keep feet on the ground. AGK created a challenge for the metros. Let us not loose it. After all Gujarat has the largest numbers of industries and highest ever-increasing growth rates too. Why should a Gujarat based industry find their communication worth in any metro when we know the world best? Think! Or the dead-line will have its own meaning… - from Viral Mehta, Consulting Copywriter, Ahmedabad, India, http://viralmehtacreatives.blogspot.com

But the funny thing is, too many copywriters have an arrogance about their words and don’t test them. I use Glyphius, a software product created by James Brausch, and I’m always amazed at what I end up with compared to where I started.

Some of my copywriting buddies think I’m nuts for using a tool like this. But I believe they’re tied up in their own arrogance, i.e. “how can a piece of software be better than MY creativity and intelligence?” I think a database of 140,000 ads and pieces of copy, both winning and losing ones, is the ultimate swipe file!

By the way, thanks for the blog. It is a great relief from the ‘how to write powerfull copy’ types of junk.