"Wonderful. What part is it?"
The boy says,"I play the part of the Jewish husband."
The mother scowls and says, "Go back and tell the teacher you want a speaking part."
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Yes... you are right - laughed Abhinav, the heavy weight boss of LMNOP Ad agency- we are going to use the same old cliche..
But Abhinav ..isnt it boring ..I mean using the same old stereotype?- asked the young and naive trainee executive ( let us call him 'Vishal the hapless'..) the mother in law- daughter in law stuff...?
It is but in advertising we dont have a choice buddy... what others call as stereo types, we have to call as life savers....
Have you not heard of a Dutch uncle with British teeth taking a French shower? .....asked the boss with a grin ...
And of the Dutch doors... laughed the creative guru with others joining him.....
Vishal of course hadnt seen the world like they had but for sure knew that they were talking stereotypes....
But Ranga..he questioned the creative guru... will we not be accused of promoting stereo types..?
Damn it ...said the boss.... accused by whom?...why the hell are you bothered about others..what is our job? ...to serve the society ..or to sell our clients crap, whatever it may be..?
And in any case... interrupted Ranga in his typical TamBrahm accent...stereotypes were always thereda.....havent u heard..? What does the bee do? Bring home honey.And what does Father do? Bring home money.And what does Mother do? Lay out the money.....And what does baby do? Eat up the honey..... all such putative stuff?
goodness gracious !!!! exclaimed Vishal...
And the fair skin...? did we discover the obsession?..did we...? Did we cultivate the belief that women are dumbos and can do nothing but spend..? demanded the boss...
Well I guess It was there always......mumbled Vishal......
It is..it is ab ovo as they call it...said Abhinav...
And we simply harp on it... said Ranga
Exploit it rather....Vishal fired a rejointer .....arent we pretending blind to the fact that there are women who are frugal and there are squanderers who happen to be men.....
Let it be...but if the god damn buyer doesnt have a problem then why should we....? asked Abinav
When there are dogs to buy biscuits, why the hell should we bark?...... completed Ranga
But Ranga.... persisted Vishal...
Hey kick on his butt....this doubting thomas....laughed Abhinav
Buddy let me tell you....said Ranga....see, we are in this business of communicating in small slots like 30 and 40 seconds..right?
Here there is no option many a times ,but to stereotype......suppose we have to show a tough boss unlike Abhinav, somebody who works ..somebody who means business....said Ranga while Abhinav badmouthed and Vishal sat shocked...How will you do that?
Will you waste time ..a valuable 10-15 seconds and draw a picture of this guy......show examples of his toughness or simply use a stereotype like a rough looking guy with a hefty mush and the trembling office edifices and utensils as the guy walks in...? Smiled Ranga as he made his point...
Well I guess you are right......Mumbled vishal...to save time we may have to......
Not only to save time yaar...said Abhinav....it is easy understanding....a fat over made up lady invariably leaves a gossippy air around her..... such a charector like in our latest ad for Burgeon paints becomes inevitable......
She can come in and start gossipping..she need not give an intro..her stereotyped looks will take care of that part....said Ranga....
Vishal thought for a while.... he understood what he his mentors were saying but one thing kept perturbing his mind....
"If it was all about following what others have done.....
Following formulae and not experimentation.............
Following the herd like sheep would do........ why is advertising called a creative business...?"
Tailpiece: 'Indian telegram: 'Begin worrying. Details to follow.'
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