When the stars come down

First, how can it be done wrong

And then, how it can be turned around and done with style.

This is Agnello Dias' parting shot as he quits JWT to open his own shop with Mr. Padhi. The spot open with a scene reminiscent of the Smirnoff 'Life is calling, where are you' spot, but from there, it has a life of its own. Instead of using the celebrities as an add-on, the spot uses them as products, as they are, in channel surfing. Each shot has a lot of stories of its own.

Celeb endorsements have been a field for debate over the past few months. With a sudden spurt from every other brand, and the market having spread from the SRK-Amitabh duopoly, they are newer ways of expressing brands each day. Dhoni has been a big winner, and the others are cashing in too.

By the way, what's up with Mudra? Terra for Rural Activation, Water for Brand Consulting and now Celcius for Events, there's been a spate of new things happening. With agencies telling brands over the years to consolidate their brands under one umbrella, it is surprising they want different monikers for each team, so to say.

With everyone jumping in the fray to have a division for all kind of brand activations, where would the specialist, niche agencies go? A little bird tells us NDTV is also due to come out with their events arm.
The race is on!


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