February 15, 2009 4:08:09 am
His statements that popularised through the Amul girl hoardings had every reader throw a backtalk. The advertising icon and actor Bharat Dabolkar took advertising to new standards with matcheless humour and twisted statements.
He was in the city to inaugurate the Indira School of Communication’s three-day national level inter-collegiate festival CreaZi ’09- Creative Zing along with actress Sonali Kulkarni.
Having launched several brands like Frooti,Tata Tea,Ceat Tyres and so on,Dabholkar believes it’s the right communication that made them a hit. “Advertising is not about a language it’s about communuicating as well. English has survived in this country only because of Hinglish. Having studied in a Marathi medium school I spoke my first English sentence when I entered college,that too after thinking it in Marathi and further translating it into English,pronouncing it once in the mind and finally speaking aloud. Eventually I grasped and later introduced the Hinglish concept,which I started using in many of my ads. Most products need an emotional aspect to it to sell. There are incessant debates on them from using a celebrity to potraying offensive visuals. We must remember that advertising is finally selling a brand. We are not creating a social influence or trend through it. It’s a commercial art not a fine art. The best censorship is the consumer,if he doesn’t buy the product the advertisement is a failure,” he adds.
Currently shooting for the film Veer,Dabholkar who has been doing a lot of theatre finds the two incomparable,and advertising the best as he adds,”I am creative not because I am into advertising,it’s opposite. I drive an autiorickshaw to office,which I have painted silver and I find it amazingly creative. If you nurture it,creativity is reflected in your every aspect. We have been winning international award including at Cannes,getting recognition from other countries and Indians have agencies across the world.”
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“Students these days think smoking and drinking is very important in this field and takes you on a creative high. I don’t know how to hold a cigarette and haven’t sipped even a beer ever in my life. You may not follow me professionally but I urge youngsters to follow me on this,I assure I have remained sufficiently creative,” he smiles.
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