Tough task to create an idea in cluttered market: Dabholkar

Source: The Hitavada      Date: 12 Oct 2017 10:27:54


By Praveen Vighre,

HE NEEDS no introduction. A man who has rode topsy-turvy tides in the world of films and theatre, is now a full-time director in the field of advertising. This extra mile in the journey has earned him the label of being an ‘Ad Guru.’ Inspired by the creativity of the great cartoonist late R K Laxman, Bharat Dabholkar, too, has created a niche for himself in the ad world. Creating an appealing advertisement is his ‘bread n butter’. But Dabholkar is also aware of the fact that things are not as smooth as a knife piercing a piece of butter!

“It is a tough task to create new ideas in a cluttered market,” Dabholkar said as he divulged his philosophy with The Hitavada on the sidelines of the interactive session organised by The Entrepreneurship Development Cell of Datta Meghe Institute of Management Studies (DMIMS) at Dr Vasantrao Deshpande Hall, on Wednesday.

“People still prefer to see an advertisement in newspapers rather than watching the same ad aired on 100 TV channels at different timings. Moreover, to give advertisement on electronic media needs a huge budget,” said the man, who has helped brands like Amul Butter, Tatas, Bank of India, Videocon, Frooti, Ceat, Appy and Bailey by designing their ads.

He lamented the young generation’s neglect of mainstream advertising. “Today’s generation is reluctant to join mainstream advertising. They are inclined towards the digital world. Young people are not reading newspapers. They are happy with social media like WhatsApp and Facebook,” he went on.

The management and law graduate has hogged limelight with smart performances in movies like Sarkar 3, One 2 Ka 4, Company etc., by working alongside Amitabh Bachchan and Shahrukh Khan. He started his career as a trainee in Philips company. While working in Philips, Dabholkar always thought he had the potential to showcase his skills than the campaigns created by various agencies.

Dabholkar then joined DaCunha Associates in 1977. Head of DaCunha, Sylvester DaCunha alias Sylvie, inducted him into client servicing team matching his pay package at Philips. Later, he became Managing Director of a French Ad company- Publicis for India, the third largest in world. He is presently advisor to company.

Even after successful stints with Bollywood and theatre, Dabholkar’s first love remains advertising. He knows the growing challenges, competition and demanding creativity in the ad world. “Mascots like the Murphy boy or the Parle girl or the Onida devil are now missing. Advertisement needs more creativity.

It is easy to rope in a Bollywood actor or a top model as a brand ambassador. When the graph of popularity of actor or model descends, we have to replace him or her. Whereas, the impression of Mascots on the minds of viewers last for a longer period,” he explained.

With rolling out of new products, the demand of creativity has increased manifold thereby opening floodgates of opportunities in the advertising world. Analysing the difference between writing a script for drama and advertisement, Dabholkar said, the former is a time consuming job while the latter needs more creativity, that too in a restricted time. “Even, the advertisement agencies are becoming specialised in working,” he said.

He believes that advertisement should always stand on pillars of honesty. “It is the advertisement that solely differentiates a product in this competitive world.”