Commits alumna's awe-inspiring concept lends a touch of class to Tanishq campaign

From coming up with the concept to executing it with pin-point precision, which included finding the right couple, arranging for the amazing undercover videography, and then putting it all together, Commits alumna ROHITA R. MADAPPA (Class of 2011) has pulled off a jaw-dropping Web-only campaign for Tanishq. Watch the video here:

Rohita is a digital marketing expert who works with Bangalore-based Interactive Avenues for whom Tanishq is a major client.

I watched the video yesterday and I was blown! Spectacular is the only word for it. Take a bow, Rohita!

• Back in October 2012, in an e-mail which was published on The Commits Chronicle blog, Rohita had written about...

My first big campaign — Mia on Wheels by Tanishq — is live, and you won't believe this.

We have been planning this for two months at Interactive Avenues. "Mia on Wheels" involves a Volvo bus that takes women to work but that's not all: The bus has a spa, the women can try on jewellery, get themselves styled, and take part in a professional photo-shoot. This is also being promoted on the radio.

"MIA ON WHEELS": ROHITA RAMBABU IS FOURTH FROM LEFT.

The reason I am writing to you is because it's like a mini-Commits here. I am working on the digital promotion and campaign. Niveditha Rai (Class of 2010) is working on the radio promotion. The "gift experiences" are provided by Neha Ma'am [guest faculty at Commits] through Yellow Cycle, where three Commits juniors are interning, and Santhosh Sir is the official photographer.

I am so proud to have been at Commits. Whatever I am today is because of Commits. Just this week I have got two appreciations from clients and it's all thanks to what I've learned at Commits. 

• ON SOCIAL SAMOSA, A REVIEW OF THE TANISHQ CAMPAIGN. CHECK IT OUT HERE.

How often do you write "seperate", "definate", and "calender"?

"Separate", "definite", and "calendar" (note the spelling) are among the 10 words that are most frequently misspelled, according to a recent post by Maeve Maddox on the very useful Daily Writing Tips blog. Take a look at the other seven here.

• You also will want to check out these 15 commonly misspelled words: "Why you can't spell".

• ALSO READ: "50 Facebook rants to make you think about bad English vs good English".

Commits alumna and CNN-IBN's docu-blog: How is this for a terrific way to tell a news story?

With the help of some talented journalists, Commits alumna Priyali Sur (Class of 2005), who is a producer-anchor with CNN-IBN in New Delhi, has put together a digital docu-blog on the trafficking of minor girls, who are sold as forced labour and brides in India.

"It's a first attempt at a digital blog with videos and still pictures," Priyali wrote in a Facebook post, "courtesy Anika Gupta and Neil Holt... with help on reporting from Assam by Arijit Sen." Check it out here.

"Youthful job seekers may not regard correct speech as an emblem of education or intelligence, but they’d be wise to look upon it as a mark of professionalism"

What does it do to your job prospects when you are ignorant about subject-verb agreement? Let Maeve Maddox, explaining on the Daily Writing Tips blog why grammar consultants are in great demand these days, enlighten you: "Ignorance or sincerity?"

• ADDITIONAL READING: From the excellent Purdue Online Writing Lab — "Making  subjects and verbs agree".

If you had to think up a six-word motto for journalism, what would it be?

Would you pick "Get it right, write it tight"? Or "Feed the watchdog, euthanise the lapdog"?

Maybe you would opt for "No news is not good news". Perhaps, in this technology-driven age, you would prefer "Who, what, when, where, why, Web" or "Got stry — will txt u asap".

These are just a few of the many "six-words mottos for journalism" that were submitted to Roy Peter Clark's contest. Clark, about whom I have written on this blog many times before, is an American journalist I have great admiration for. He is one of the pillars of the venerated Poynter Institute, and author of the hugely useful Writing Tools: 50 Essential Strategies for Every Writer (a copy is available in the Commits library).

Coming back to the six-word mottos, Clark's contest drew hundreds of entries, from which he created a list of finalists as well as a list of honourable mentions. You can go through both lists here: "Six-Word Journalism Mottos" (the contest was held a while back but I came across the link in my "must-read" file very recently).

And if you want to know who won the contest, go to this post for the complete results, "voting scandal" and all: "Poynter Online now acknowledges that it goofed last Friday by choosing finalists for the six-word motto contest before the deadline for applications had been reached."

PS: If the contest were to be held today, this motto would be my entry:

Engage, entertain, enlighten. Do not frighten.

A superlative analysis of how digital technology is rapidly transforming content creation and distribution...

...in Bloomberg Businessweek by Commits alumnus David George (Class of 2005). David, who is based in Dubai, is deputy editor of the recently launched Middle East edition of Bloomberg Businessweek.

• The edition is not on the web yet, sorry. If you would like to read a PDF version, though, write to me and I can send it to you via e-mail. (Commits students can read the article by borrowing a copy of the magazine that has been placed in the library.)

How a Commits student became a Citizen Journalist on CNN-IBN

"THIS IS ANKITA SENGUPTA,
CITIZEN JOURNALIST"

Last month, Commitscion ANKITA SENGUPTA (Class of 2013) featured on CNN-IBN's special episode of the "Citizen Journalist" show. Here Ankita, who works with Deccan Herald in Bangalore, explains how it all happened and describes the experience:

When Commitscion Shylaja Varma (Class of 2012), who is a reporter with CNN-IBN in Bangalore, first asked me if I wanted to be a Citizen Journalist for the news channel, I was obviously thrilled but when she told me that she wanted to cover the molestation story that had appeared in print more than a year ago, my first thought was, "Oh dear. Are we really going to milk that cow again?" The story had been published in The Chronicle and also in Bangalore Mirror. Although I had received a lot of appreciation for the article, I felt it had outlived its importance and did not deserve any more attention.

However, Shy explained to me that to mark the anniversary of the Nirbhaya gang-rape, CNN-IBN was planning a series of shows concentrating on crimes against women and my report would be one of the segments. Now I remember practising my PTCs in front of the mirror when I was at Commits : "This is Ankita Sengupta, reporting for CNN-IBN," but after I opted to join the print media I never thought I would get the opportunity to do a PTC again. So when Shy came up with this offer, I pounced on it.

On the day of the shoot, Shy told me that she wanted the PTC to be conversational in tone so it would be better if I did not mug up my lines. We decided to improvise the "script" so that it felt like I was having a conversation with the camera.

ANKITA SENGUPTA DURING THE SHOOT.

Not having to learn any lines made it a little easier for me. As it is, for my first national television PTC, to be standing in a public space, being gawked at, with the sun in my face and a cameraman waiting to get the perfect shot, the pressure to perform was immense. I could not stare at the camera, ignore the heat and the onlookers, and try to remember what I was supposed to say next. Fortunately, we were able to wrap up the shoot within three hours and, thankfully, both Shy and the cameraman were happy with the day's work.

The next day Shy told me that the CJ team wanted me to be a part of an "online hangout" that would be streamed live on the news channel's website. As luck would have it, the microphone in my laptop had stopped working the previous day and since the hangout could not be postponed, I had to get my hands on another laptop. Desperate, I called up my roommate, rushed to her office to get her cupboard keys, and then, thanks to her laptop, finally managed to be part of the chat.

This particular CJ report was telecast through the week and when I was told that my PTC was quite good, I could not help but be a little smug about it. After all, I did practise it at Commits.

I was working the night shift at Deccan Herald, so a day dedicated to the shoot and another taken up by the hangout meant that I had had less than eight hours' sleep in two days. So I was exhausted but I was also elated. It was a great experience being a Citizen Journalist and being on television for CNN-IBN. And if I do continue to be a print journalist, I will always have this CJ report, my tiny contribution to the broadcast media, to cherish.

However, none of this would have happened had it not been for my dear senior, Shylaja Varma. She has been a "super senior" in every sense of the term. Again, thanks a million, Shy.

• Watch Ankita Sengupta's CJ report here: "Molested on the streets of Bangalore".

How to win an "Ad Pitch"

AVC student NATASHA REGO (Class of 2014), who was a co-editor of the college newspaper, looks back on an eventful semester at Commits that culminated in her group winning the Ad Pitch competition

Not too long after joining Commits one realises that there are two coveted prizes to be won in the second year. Fittingly, these two friendly competitions, which are an interesting way to evaluate our skill, are at the beginning and at the end of the third semester. How you fare in them, I believe, puts into perspective your growth as an audiovisual communication student at Commits.

The first is the contest that is part of Victor Mukherjee’s annual film-making workshop for the AVC students, which my team* (I was the producer, or group leader) lost. The second, for both the AVCs and the MMCs, is the Ad Pitch. This competition, my group** and I proudly won.

ALL DRESSED UP FOR THE "COMPANY CREDENTIALS" FILM SHOOT FOR THE AD PITCH: NATASHA REGO, NEETHU GEORGE, PRAJNA G.R., SAUMYA IYER, AKHILA DAMODARAN, AND RISA MONICA KHARMUTEE. WATCH THE "COMPANY CREDENTIALS" FILM HERE.

The day we picked the chit that revealed our topic for the Ad Pitch, we were very disappointed. To us, it was a very “boring” topic: “You get the government you deserve. Vote”. It was immediately apparent that we had long days of research ahead of us.

In our opinion, the others had more interesting topics to work with. We were quite envious of the groups that got “Have sex. Responsibly”, and “Donate your organs. Why waste them!” We cribbed, but not for long.

Three weeks before D-Day, we began... lethargically. We’d meet every day for several days and tire our brains getting familiar with the Indian electoral system, understanding voting trends, and then formulating ideas to motivate the masses to get off their backsides and participate in this enormous democracy that we belong to. Group member and “Head of Research” Akhila Damodaran would spend time helping us understand relevant laws, challenges in the system, and similar campaigns run in the past. All of this was not an easy task.

The trick lay in figuring out our target audience and carefully defining them. For that, we picked people whom we could easily relate to. We picked ourselves: the youth… urban residents between 18 and 35 years of age. However, Sai Sir explained to us that you don’t talk to an 18-year-old who hasn’t yet begun to understand the magnitude of the right he’s just been handed the same way you would talk to a 35-year-old who has been working and who has had trysts with the system for several years. So with the help of group member and “Head of Client Servicing” Neethu George, we narrowed down our target audience to 18- to 25-year-old registered urban dwellers who are just too lazy to go out and vote (we arrived at this finding through our survey).

One week into preparing for the Ad Pitch, we AVC students had to complete another assignment: submit our “corporate films” for evaluation. Group Saraswathi travelled to Kodagu (Coorg) and spent two days there shooting at the offices of group member Prajna G.R.’s family newspaper, Shakthi, Kodagu’s first Kannada daily. After returning to Bangalore, we scripted, edited, and submitted the film, all in a span of four days. Soon after, we got back to the Ad Pitch, for such is life at Commits: exciting and always on the run.

TAKING A BREAK TO CHECK OUT THE SIGHTS IN KODAGU.

STILL IN KODAGU, HOPPING ON TO A PARKED TRUCK AFTER A LONG DAY'S WORK.

WATCH THE CORPORATE FILM ON SHAKTHI HERE:

All jazzed up from that trip to Kodagu, we decided to train our eyes away from our computer screens for extensive brainstorming sessions. Ideas would float above our heads like brilliantly coloured bubbles… but that was all they were, bubbles which burst almost as soon as they formed.

Eventually, we went from coming up with terribly complex ideas which Sai Sir would roll his eyes at, to ideas that seemed almost plausible. We were also so bad at making Sai Sir understand what we were trying to say, that we acted in and shot our ad films to show him a sample. If Sai Sir hadn't rejected idea after idea, with arguments that only an experienced marketer could come up with, we may never have reached our final concept.

The eventual plan for our ad campaign was not exactly the result of all the knowledge that we had accumulated thus far. It was just one of those bubbles that were floating above group member and “CEO” Saumya Iyer’s head. With little confidence she revealed the idea. At first listen, it was charming. It took me a second to realise the brilliance in its simplicity. And then, our hearts leapt with joy. This bubble did not burst! We had exactly a week by the time we ran it by Sai Sir and were ready to shoot.

Meanwhile, as “Creative Director”, I made the logos for our advertising company “IOTA” and for our ad campaign the “Young Voters Movement”, as well as the posters. Group member and fellow “Creative Director” Risa Monica Kharmutee shot our ad film and wrote our radio ad. And “Media Planner” Prajna gave us solid strategy, complete with teaser, message/tagline, reminder, and acknowledgement to get people out there to vote. We even shot ourselves a company-credentialsvideo.

We discussed almost everything and the results were sharp. And then we practised our pitch at least 20 times. But we were still worried. The MMC groups had a leg up on us with their ability to research and strategise. Plus there was no telling what would come out of the creativity of the other AVC groups.

Finally, D-Day arrived: Saturday, December 7, 2013. With almost a hundred pairs of eyes trained on us, including those of the esteemed judges, we made our pitches.

THE JUDGES PAY RAPT ATTENTION TO THE AD PITCHES AND TO THE "COLLATERAL".

"IOTA" WAITING TO HEAR WHAT THE JUDGES HAD TO SAY... IT WAS ALL GOOD.

The first team to be called was “Pointed Curves” with the topic: “Have sex. Responsibly.” Their pitch had many elements that ours didn’t. We watched, and shivered with fear, as they presented their plans for consumer contact and merchandise. We, on the other hand, hadn’t gone past the basics. Had we not done enough work? At the end of the presentation, though, the judges identified the loopholes in the pitch and picked on them. The group was grilled. The judges were brutal. We watched helplessly.

We happened to be the next group to be called. We strode into the spotlight and made our pitch. When Prajna finished with the final slide, we all gathered together facing the judges, ready to have our pitch shredded to bits. Except, they said we had made quite a “wholesome” presentation and they had no questions. We were stunned. 

We walked quietly out of the auditorium and into the computer lab next door, where we had spent many a day working out this pitch, and screamed, and jumped, and hugged each other.

Even though we knew we had nailed it, we watched on nervously as the remaining six groups made their presentations to the judges. The pitches were elaborate and well thought out. But each groups had to face some tough questions. The judges pointed out the good and bad elements in each pitch.

When the results were announced, frankly, it was no surprise that we had won. I’m not being full of myself by saying this. I’m just proud of the five talented girls I got to work with on this project. It’s because we worked on so many projects together through this semester, each one of us contributing our two cents, making up for one another when emergencies called for it, and becoming best friends at the end of it all, that we were as good as we could be when we made our Ad Pitch.

Sticking to the basics made us the first AVC group in Commits’ history to win the Ad Pitch. And we won by a LARGE margin. So remember, Junior AVCs, you now hold bragging rights for a year, until next year when it’s time for you to make your own pitch. AVCs or MMCs, whether you think you stand a chance or not, give it better than your best.

*Team Turquoise was one of the three teams formed exclusively for Victor's workshop

**Group Saraswathi was one of eight teams that worked together on all the group projects in the third semester

• Read Bilal Hasan's report on the Ad Pitch (and the PR Pitch) here: "PITCH PERFECT".

• ADDITIONAL READING: "What creative advertising really means" (a series by Commits alumni)

The best argument I have read for staying away from social media

Avid reader and seasoned journalist Aakar Patel, writing in the year-end issue of Mint Lounge, says social media is for those looking to be distracted by an inexhaustible supply of material — and not those for whom reading is a serious affair.

I don't agree with him entirely, but a couple of points he has made are right on the button:

As a writer, I personally find social media off-putting and not useful.
 
Writers must be insulated from feedback, particularly of the immediate kind. One has no option but to be exposed to this on Facebook and on Twitter, and such things always carry the expectation of a response. ... [The comments section] is meant to be a conversation, and I accept that at times it is an intelligent one. But having comments on your work published alongside it is the equivalent of talking from atop a soapbox at Hyde Park.

The hooting and the cheers and the heckling is all on display, and apparently for the benefit of the writer. All of this is fine, and legitimate I suppose, and certainly it adds to the reader’s experience. But why subject yourself as a writer to it? Unless the idea is to bask in your popularity or infamy, there is little point.

And here is the other important (and just as valid) point:

[Comments by Indians] tend to be tangential, personal, often abusive and mostly irrelevant. I must also say that the quality of the comment is poor and that of the writing poorer. This is an anecdotal observation, but you know what I mean. It infects the other strain of social media, which is user-generated reviews. I don’t think it is wise to pick a restaurant here through what people have written about it on the Internet.

Read the column in its entirety here: "Why I’m not on social media".

• To know more about Aakar Patel, go here.

You have heard about the Curse of the Mummy. Now read about the Curse of the "Mummyji"

Trust the Economist to provide the most intelligent and fact-filled yet engagingly written feature I have ever read on India's vexed saas-bahu relationship.

The headline is perfect: "Curse of the mummyji".

The intro is brilliant:

TIHAR jail in Delhi has a special wing just for her. Young women fear and revere her; their husbands seem crushed by her embrace. On television she is a sari-clad battle-axe. Books about her offer advice including: “Run, she is trying to kill you.”

The direct quotes are kept to a minimum, both in number and in length (unlike the long and often pointless quotes we skip in most Indian publications). Here's a sample:

An elderly woman in north India, laughing ruefully, recalls how, after her rural wedding, it took “three days to work out which man in the new family was my husband”.

By tradition, a wife accepted her saas’s tyranny. The life of Renubala, now an elderly woman, is typical. Married at “12 or 13”, she moved in with her husband’s farming family in Tripura, in north-east India. For three years she shared a bed not with him but with his widowed mother. “I was very scared of my mother-in-law, even when she was nice,” she remembers. “I would call her ‘ma-goshai’ [Godmother].”

Mrs Venugopal sees sex and shame behind such obsessive control. Mothers-in-law, she says, “don’t trust [daughters-in-law] to be faithful”, so they try to desexualise them, locking them up, fattening them up, phoning several times a day.

The transitions are smooth, which is the hallmark of good writing and, also, the hallmark of Economist writing. There's an easy flow to the whole three-page feature, and in no time at all, before you even realise it, you arrive at the concluding paragraph, which you have to admire for its ingenuity because it says so much about the saas-bahu relationship without saying too much.

Read the article in its entirety here to soak up the brilliance and to learn a few things, as I did, about Indian mothers-in-law.

PS: You will be shocked to read what happened to Renubala, the mother-in-law worshipper.

• Photograph courtesy: The Economist

MORE FROM THE ECONOMIST:

• "NOBEL CALLING": Brilliant idea for a feature, brilliantly executed

•  How PSY and "Gangnam Style" conquered the world

• Apologies, Economist-style 

• Corporate role models: Mother Teresa and (gasp!) Lady Gaga