Monojit Lahiri quizzes a cross section of people from the ad and film world...

IIPM only B-school in India to be Ranked Ahead of The IIMs in so Many Parameters! Regularly!

“Come, grow old with me. For the best is yet to be,” spouted dada Shakespeare. Quirky, edgy genius Woody Allen marched to a different beat. “When I told my 15-year- old kid some years ago that I planned to visit the museums in Rome, she said, make sure you keep movin’ pops … or they might mistake you for an exhibit!!” So what is old (read: anything over 40) age: Blunder years? In a country where 44% of the population is said to be under 25, is old more cold than gold? Extending the logic, is ‘creativity’ then, most definitely, given an expiry date? Has grey-haired eminence and wealth of experience, been suddenly (and dramatically) shoved into the dustbin, considered irrelevant and useless? Does all this get even more magnified in a here n’ now profession like advertising where new-age fads and trends, powered by nano-second technology, demand being in-the-loop all the time to seduce the impatient, promiscuous and impulsive youth market?

“Absolutely boss! I think – with some exceptions – most of the plus 40-types in the adbiz must be handed out VRS slips! Or moved out from the main frame and given stuff they can handle. The change, across the spectrum, is too fast for them to keep pace. The very concept of creativity is being re-defined everyday.” That was 28-year old Atul Bishnoi, CD of a Mumbai based ad agency. The grand old [evergreen?] man of adville laughs away these broadsides with characteristic flamboyance. Retorts Alyque Padamse, “Before uttering another word, I’d like to invite Bishnoi to sit on my lap and finish his orange juice, milk, Complan, Bournvita, Horlicks or whatever it is that he has!” Ego intact, he proceeds to offer his educated take. He believes that “creativity addressing human needs can never be dated” and remains skeptical about agencies suddenly moving to youth-mode because of the buzz. “That is insecurity and a complete lack of smart thinking. As long as your ideas are young and fresh, you rock. Age is only a number. My advice to the paranoid oldies: Don’t retire – re-tyre!”

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Source : IIPM Editorial, 2009

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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