AAAI turns 60, chalks
year long agenda for diamond jubilee celebrations
Indiantelevision.com
Team
(3 March 2005 7:00 pm)
MUMBAI: The baby has turned 60 this year. And it seems
to grow only younger by the day. Incepted in 1945, the Advertising
Agencies Association of India (AAAI), the apex body of the Indian
advertising fraternity, has rolled out an impressive ten point agenda
to mark the diamond jubilee celebrations.
AAAI president Srinivasan K Swamy elaborates, "Our Association
has served well the cause of advertising and its development in the
last 60 years and it is time to review and strengthen the role played
by the Association, given the current market dynamics. We are concerned
with some of the developments and we are keen to take some corrective
action." He also mentioned that, later in the year, the Association
is going to put together a battery of top Agency heads in an attempt
to brainstorm critical issues related to the industry and find appropriate
solutions to them.
Change
is in the air. This reflects in the Association's overhauled spirits
to cultivate a new corporate identity. The drive has kicked off with
the Association now sporting a new logo. On the rationale of the new
logo Saatchi & Saatchi managing director and CEO V Shantakumar
briefs, "We decided to go for a simple yet modern logo that reflects
abbreviation of the Association's name. Drumming up for a common cause
has over the years become an important catch phrase, and is relevant
to the role which advertising plays. Hence the three 'A's are the
support on which the 'drum' base depends. And the 'I' has been turned
into the proverbial stick to signal professional empowerment. Together
this change of identity and design is evocative of the AAAI's role
in modulating the industry's cadence, creating resonant reverb across
its membership." The logo has been designed by Elsie Nanji, vice
chairman and chief creative officer, Ambience Publicis.
Significantly, there has been a considerable lack
of empirical information on the history of advertising in India. Under
its year long diamond jubilee programme the Association has planned
to release a well researched book which traces the initial days of
advertising in India and its progress over the decades.
For a successful implementation of its 10 point programme
for the diamond jubilee celebrations this year, the Association has
entrusted Ramesh Narayan, past president of AAAI, as the chairman
of the Diamond Jubilee Celebrations Committee. The prominent activities
that the programme proposes are:
- AAAI Publications on Business Practices
- Diamond Jubilee Seminars
- International Advertising Convention
- Evolving a new code for Business Practices
- Socially Relevant Campaigns
- Setting up of a National Advertising Centre
Change
is in the air. This reflects in the Association's overhauled spirits
to cultivate a new corporate identity. The drive has kicked off with
the Association now sporting a new logo. On the rationale of the new
logo Saatchi & Saatchi managing director and CEO V Shantakumar
briefs, "We decided to go for a simple yet modern logo that reflects
abbreviation of the Association's name. Drumming up for a common cause
has over the years become an important catch phrase, and is relevant
to the role which advertising plays. Hence the three 'A's are the
support on which the 'drum' base depends. And the 'I' has been turned
into the proverbial stick to signal professional empowerment. Together
this change of identity and design is evocative of the AAAI's role
in modulating the industry's cadence, creating resonant reverb across
its membership." The logo has been designed by Elsie Nanji, vice
chairman and chief creative officer, Ambience Publicis.