Brand is not an object but a person with all the human emotions,says ad guru Pralhad Kakkar
They say- there comes a time when the game plays the player. His portfolio that boasts of stories of granting the status of a brand to numerous products,amalgamated with his signature attire- hat,beard and spectacles,have made him an advertising tycoon and also given him status of a brand in the world of advertising and media. For the man,like the brand he’s built,there’s nothing official about Pralhad Kakkar!
In the city to address students of SIMC during their annual fest- DigitAll Movement,Kakkar interacted with the students in his characteristic style. Undoubtedly,the most appropriate person to define brand,Kakkar says,”Brand is a person. Like a human being,it has emotions. It smiles,gets angry and through its characteristics,expresses countless emotions like sorrow,happiness,success and failure. A brand is a friend that has the potential to dream and at the same time show dreams. A celebrity associated with the brand grabs the attention for sure,but a story has to be woven around the celebrity to sell the product.”
Explaining his own statement in which he had once said- Complex people make better advertising professionals,Kakkar says,”Advertising is simple. It is about taking an idea and developing it in such a manner that people can relate to it. It is about that small thing in life that finds a corner in everyone’s heart. While unveiling the story in front of the audiences,what creates the impact is the open end of the advertisement that makes the viewers imagine the rest. It is all about dreams and complex people dream better.”
Narrating the story behind,Pepsi,the brand he associates himself with the most,Kakkar says,”During the world cup,Pepsi had lost the bid for becoming the official sponsors of the world cup and instead,Coca Cola was declared as the official sponsor of the tournament. At that time as we all were worrying about how to face the situation,one of the juniors casually said- what’s the problem,if we are not the official sponsors,why can’t we be the unofficial ones? This small incident gave birth to the tagline Pepsi,Nothing official about it,during the world cup,thus skyrocketing sale of Pepsi during and post the event.”
Be it the Britannia advertisement with the tune- ting ting ti ding or the Maggi commercial that features Javed Jaffry and Pankaj Kapur debating on the taste of the sauce saying- It’s different! Or for that matter the Happy dent advertisement with the teeth lightings,Kakkar’s advertisements are characteristics of the person that he is- casual,crazy and out-of-the-box. “There comes a time when the campaign belongs to you so much that even a word is enough to identify the brand we are talking about. For instance,today with commercials like the overloaded bus carrying countless people on it,the word stuck is synonymous with- Fevicol. My advertisements are a reflection of what I am the creativity of an 18-year-old brain in a 50 plus-year-old body,” smiles Kakkar.