Anand Halve | Chlorophyll Brand & Communications | Mumbai, January 02, 2008
Kersy Katrak
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passed away last Friday, and I lost a guru and a dear friend. But when
I told some people that I had received an SMS from Maia, Kersy's
daughter, that he was no more, many of them asked, "Who was Kersy
Katrak?"
It is the tragedy of an industry that does not
celebrate its heroes, that does not archive their work, nor document
their contributions, that such a question was asked.
What
does one say about a man who was an icon for advertising people from
the 1960s to the 1990s? That he was a poet, a writer, a philosopher, a
copywriter par excellence, and the founder of MCM (Mass Communication
and Marketing), the advertising agency that has been the training
ground for most of the leaders of the Indian advertising industry over
the last four decades?
He was all of these, of course. But most of all, he was the father of creative advertising in India.
An idea whose time had comeWhen
Kersy started MCM in 1965, he did more than start an advertising
agency. He created an institution that celebrated advertising ideas. In
an era when the notion of advertising was largely sales talk, he
encouraged the team at MCM to think ideas first and to have conviction
in their ideas. In an age when a 20 x 3 column ad was considered a
"decent size ad", he encouraged his art directors to think in terms of
ads that were five times that size!
Most important, he taught
advertisers – and inspired them with his conviction – that the biggest
risk in advertising was to take no risk.
An extraordinary leagueIt
was Kersy's view of advertising as a business of ideas, and that of
exhilarating, exciting creative expression as the celebration of the
idea, that attracted the most extraordinary collection of advertising
genius ever found under one roof in India: Arun Kolatkar, Kiran
Nagarkar, Panna Jain, Mohammed Khan, Ravi Gupta, Arun Nanda, Ajit
Balakrishnan, Sudarshan Dheer, Uma Da Cunha and many more. Even the
cubs of MCM, like Arun Kale, were from the same genus of genius!
Kersy
created the first agency in India where the atmosphere was electric,
and it drew people who wanted to be part of this new adventure. It
attracted an Arun Nanda from a Hindustan Lever. It attracted a Mohammed
Khan who had come back after working in advertising in London. And the
sheer presence of this extraordinary talent, working under the guiding
light of Kersy Katrak, urged each one to strive for great work.
Few
today may be aware that MCM did work that changed the rules in so many
ways – work done for clients that included Laxmi Vishnu Mills,
Mafatlal, Swish blades, Godfrey Philips and others.
The work for
Ramon Bonus Stamps created advertising for a marketing concept that,
many years later, got better known as loyalty programmes. The use of a
cartoon character called Shaver Swish anticipated the world of animated
heroes.
The work for Four Square was among the first examples of what we today know as lifestyle advertising.
The
advertising for Laxmi Vishnu textiles put a designer centrestage, a
long time ahead of the day when Ritu Beri, Ritu Kumar, Sabyasachi
Mukherjee and Manish Malhotra became familiar household names. And the
launch events for Laxmi Vishnu were the precursors to the reign of the
ramp we see today.
Crucible of a new chemistryIt is
then not surprising that the greatest creative revolution we have seen
in Indian advertising as an industry, which took place in the 1970s and
1980s, was led by agencies that were started by the distinguished
alumni of MCM. Look at just three agencies that were born from the
legacy of MCM and whose work set the standards for the industry after
MCM.
Ravi Gupta founded Trikaya, the agency that created the
'Happy Days Are Here Again' launch work for Thums Up, launched the
first widely advertised cement brand, Ambuja, and created the Salaam
Bombay ('It's My Bombay. I'm Proud of It') campaign that celebrated the
spirit of Mumbai after the bomb blasts of 1992.
Mohammed Khan
set up Enterprise Advertising and created 'Charms is the Spirit of
Freedom, Charms is the Way You Are' and work that broke new ground for
Max Pharma, VIP Skybags, Lakme, the NECC, Titan and others.
Arun
Nanda and Ajit Balakrishnan's Rediffusion set new standards with work
for Garden saris and Garden Vareli, Gold Spot, Kinetic scooters, Lakme,
Jenson Nicholson, Appela and a host of other brands.
The second inningsAnd
in the late 1980s when Alyque Padamsee needed someone to usher in a
creative renaissance at Lintas, it was to Kersy Katrak that he turned.
Lintas
was known for its strength in TV advertising, but was relatively weak
in the print area, and as the saying goes, there are no key numbers on
TVCs! Alyque knew that if there was one person who could give Lintas a
creative resurgence, it was the man who had crafted the first creative
revolution in India!
Kersy restructured the creative department
at Lintas, gave greater freedom and responsibility to youngsters
including Madhu, Aimee, Rahul DaCunha and Prashant Godbole and brought
in senior resources like Adi Pocha and Kiran Khalap. But more than all
this, he taught them to believe in their creative abilities and
challenged them to bring in new creative thinking.
The work
for Bajaj Auto, Mahindra & Mahindra Jeeps and Cadbury's are just
some examples of the new creative approach he helped to foster.
A salute to you Kersy!For
almost half a century, Kersy Katrak challenged those he worked with to
see advertising as the business of ideas, of aesthetics, of style, and
to produce work that you were proud to say was yours.
Today,
his legacy lives on at The Republic. The agency is his youngest child
and, at 5, it is a joyous place, full of energy and utterly devoted to
the idea. He flew the flag again, and his new team collected under it.
Those
of us who had the good fortune to work with him will never forget him.
Those who were not so lucky must study the work that MCM produced and
Kersy guided at other agencies to appreciate how far ahead of his times
he was.
The industry has lost a man who gave more to India's
advertising industry than the industry ever gave him, who started the
creative revolution that has brought us to this day when we seek
inspired creative advertising as the norm, not the exception.
Let
us then, pause for a moment in today's incessant pursuit of next
quarter's revenue target and remember Kersy Katrak. Nay, let us not
merely remember, let us salute Kersy Katrak. Such giants do not walk
the earth every day.
Anand Halve is co-founder, Chlorophyll Brand & Communication. Campaign for real beauty : watch this film. Talk to your daughter before the beauty industry does ::