MAM

'Commercial Break' trains spotlight on Delhi Agencies

Advertising agencies in Delhi are now on the radar of the producers of "Commercial Break", the show on JANMAT that re-discovers the advertising world for television.

"Commercial Break" talks of the creative process, the highs and lows of the advertising world and the people who mould words and images to make us laugh, cry and think. The show on JANMAT is on every Saturday on 7.30p.m., with a repeat at 11 a.m. on Sunday. In a half hourly format, 'Commercial Break' covers one leading Ad Agency every week. On show are the agency's memorable works, awards won and ad creatives that made the grade or fell by the wayside.

In forthcoming weeks, prepare to watch fascinating episodes that zero in on leading lights in New Delhi from Dentsu, JWT, Lowe and Grey Worldwide. Chief Creative Officer at Dentsu, Gullu Sen was categorical when he said that "A bigger budget does not automatically mean better advertising". At Dentsu, having a dream was the basis of future success!

Senior VP and GM at JWT, Delhi, Rohit Ohri admitted of competition among JWT branches countrywide but that it was healthy and constructive! His take on celebrities endorsing products was cautious: "Using celebrities is a gamble," he said. Pepsi reigns over his mind: "When you hold Pepsi in your hand, its much more than just a drink!

"If you see from our point of view, we are the No.1 agency," is what Executive Vice President of Lowe, Mohit Beotra believes. He backs his belief with his client list adding that the only parameter of success is the success of the brands that you manage. Lowe's USP is finding surprising solutions that engage customers and help business grow.

Prataph Suthan, National Creative Director of Grey Worldwide staked his confidence upfront: "We are an extremely aggressive and very fierce agency and India Shining was one of our most successful campaigns despite the political fallout." He reiterated his confidence in India by saying companies who want to grow must do business in India.

Commercial Break departs from the current industry norms of having a very formal or structured interview format. Instead it also introduces segments on old Indian commercials that have entered Indian marketing lore - for example the 40-year old Hamam ad campaign was recently showcased. There are segments on international ad campaigns, a Vox Pop for the common man and focus on the top three ads of the week.

Positioned as India's first Views Channel, JANMAT has brought a fresh breeze in the country's TV viewing landscape. JANMAT is a 24-hour current affairs channel targeted towards the discerning Indian audience. Through its innovative positioning and its interactive programming JANMAT is breaking old stereotypes.

Catch COMMERCIAL BREAK on Saturday on 7.30p.m., with a repeat at 11 a.m. on Sunday.

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