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Articles by Abhik Santara
‘Cannes has a smell and if you’ve been here enough you know it’
Cannes is a distorted mirror. Sometimes it flatters. Sometimes it exaggerates. Sometimes it shows you exactly how deep your FOMO runs. This week, we’ll toast wins, dodge losses, exaggerate reactions, and fake humility. Four of us reached a bit late together.
#e4mAtCannes: Neeta Nair speaks to Jack Smail of By the Network & Abhik Santara of Atom Network.
Neeta Nair of IMPACT Magazine speaks to Jack Smail, Head of Brand Partnerships, By the Network & Abhik Santara, CEO, Atom Network www.exchange4media.com, @e4mtweets
‘We are not in the business of stunts’
After a very successful debut at One Show Abby's, we are hopeful to score a few at Cannes too. Naren and Anil, two of the brightest creative folks in our office and with the blessings from Yash, produced some brilliant work for us to reach thus far. We still have 48 hours left to remain optimistic. Two of our bravest clients, Surabhi and Rahul are also here, and it is lovely to see them enjoying this festival of creativity.
From Cannes Lions: ‘How did they pull this off?’
Following a launch at Davos and a mass media global campaign around the Super Bowl, Working with Cancer is entering its third landmark moment of the year. At this year’s Cannes Lions, Working with Cancer will be opening up a brief to the whole industry to help erase the stigma of Cancer in the workplace. As a true cross-industry coalition, Edelman, IPG, Omnicom, Publicis and WPP will come together to invite creatives to join the briefing for this pioneering workplace movement.
Woh Ranveer wala ad dekha, kya mast hai...
If you are trying to be something to everyone, you are probably being nothing to anyone. I heard someone saying this in the club the other day and I thought, for a moment, how gratifying it is for the agency and the brand to hear these chatters. It is a delight for the marketer to generate such unaided responses for a campaign she would have done with the agency partner. But do you see the irony in that statement?
How brands can make the most out of digital in 2021 Original
Instead of a small number of large marketing campaigns targeting general audiences, it’s better to have a large number of small marketing campaigns targeting specific audiences Paid media will get trickier as consumers grow ever more distrustful of advertising and the media By Abhik Santara The year 2020 has caught everyone off-guard and disrupted various aspects, including the healthcare of the country to impacting businesses adversely.
Tanishq issue: Why make KYC mandatory for social media
The Tanishq issue is not a moral commentary on respecting the role of advertising in a society but a wake-up call for something which is playing deep with our thinking for the vested business interests of few. Of course, the portrayal and intended messaging of Tanishq is absolutely not wrong. Of course, a progressive brand having a pov on culture is not wrong. Of course, ASCI finding it not in violation of any code is not wrong.
"Don't join advertising; don't stay in advertising..."
That's right, I said it. And that's my advice to many youngsters who are either trying to get into advertising or trying to get out. That one's on the house. To the small lot of people who in my limited understanding might contribute to advertising, the following checklist might just help decide whether joining and staying in this industry is a feasible career path. This might guide you through some of the myths associated with the way the industry functions.
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