Does this mean that script writing in Indian agencies has improved vastly? What about the shackles of client-imposed restrictions?
A. Our scripts are damn good as good as anywhere in the world. Clients still tend to play it safe, in most categories. So I think the limitations are there. But even that is changing. And when advertisers change, the whole agency atmosphere changes, the industry changes. Take Levers. Clinic advertising used to be dirty, boring shampoo advertising. Today, it’s good stuff. Even Close-up, Pepsodent, Surf Lever is pushing hard at creativity. That’s wonderful for the whole advertising industry. Another thing that is not right in this business – and it’s something that I’d like to set right over time – is that the best talent in advertising does not work for the biggest clients. Historically, the big spenders have bullied agencies into doing shit work. And agencies have bullied the small clients into funding great work. Around the world, this has changed at Cannes, Clio or wherever, the awards are swept by the big brands. In India, this has not changed. And where it is changing least is in t
