Hasta La Creative!

Confectionary and pet food maker Mars Wrigley drew much debate earlier this year when it sought to develop a generational connection for its biggest brand M&M’s. This saw the redevelopment of the M&M’s brand mascots as a way to improve their representation. The company’s North American president Anton Vincent reveals that within four days of…

Speaking with a friend of mine who writes best-selling thriller novels, it occurred to me that there is a key similarity between writing mysteries and writing great marketing content. In both cases, creating a compelling narrative requires starting with the end in mind and working backwards from there. Spoiler alert: You never want to read…

Jason Bagley extends mentorship platform Audacious School of Astonishing Pursuits with advice from other respected ad leaders.

Tech companies including TikTok, Facebook and Pinterest have had to rethink some shopping features.

With the aim of promoting the brand as one that celebrates the individuality of each person present during social occasions, Diageo rum brand Captain Morgan Original Spiced Gold has rolled out a new global campaign. The first installment of its “Spice On” campaign, released on Aug. 8, features a 20-second spot that sees two different…

What is Calvertising?
Calvertising is an independent platform that provides space for the voices of witty and cerebral advertising made in Calcutta ad agencies. It’s a celebration of new visions on how the creative brains interpret the relationship between products and the human needs.

What made you start Calvertising?
Since there was no official conglomeration of hundreds of the creative works coming out everyday, people had to face difficulty to know what their fellow creative practitioners were up to. Even, the creative people spread across the country or abroad had little knowledge of what’s going on here in terms of commercial art. The cultural capital of the country was in need of an anthology. So, Calvertising happened.

What do you think is unique to Kolkata Advertising Creative?
There is a sheer differentiating factor about Calcutta Advertising Creative. We’re very much rooted to our rich cultural heritage while looking for the latest notions in the world. Actually, the cosmopolitan nature of this city is very different from the others in terms of celebration of art and creativity. That reflects upon the works of advertising. Folks here still play with the words since they are rooted for their language. Wit is a general tool for the advertising worldwide but here it sometimes becomes the content itself and that’s too by championing the product itself. We are keen to touch the sky worldwide by keeping our feet on our own soil.

How has the response been?
Well, you should ask this question to our mailbox. It’s getting flooded each and everyday with fresh worlds made by the stalwarts as well as the young minds. Even people not working directly in this field are responding over telephone or mails telling about how enriching they feel seeing the sheer works of art.

Where do you want to take Calvertising? What’s your vision?
The goal is very simple. Adding the Calcatian flavour to the world of global advertising. And there is another thing. Advertising is a thing for today but it’s an archive for tomorrow. So the digital format of Calvertising will help providing foods for the famished creative brains of the future generations.

Calvertising is an initiative by Joy Aichbhowmik.

“I started my advertising career in 2004, at Bates Kolkata. Then I travelled across different agencies of Kolkata, Like JWT, ABP One, Situations, Response. Presently I am working at SoS Ideas. Worked on diverse brands e.g. ABP Daily & Magazines, ABP Ananda, Friends FM, Red FM, PC Chandra, AMUL, Keo Karpin, Birla Tyres, DUNLOP, Ujala, Cadbury’s, Sreeleathers, Khadim, BATA, Marico Bangladesh, SAMSUNG Bangladesh, COKE, Everest Spices, Emami, Banglalive.com, Bengal Ambuja, TV9 Bangla, 24 Ghanta, Zee Bangla, STAR Jalsha, COLORS Bangla, PAN Seeds, Bisk Farm, ITC Corporate and many more in my 20 years of advertising and marketing communication career.
Founded EKHANE BIGYAPON MARIBEN on FB in 2009. It was the first ever digital archive of BENGALi advertising in the world. Founded HAROF BANGLA, an archive of Bengali Typography, BOICHITRO BANGLA, an archive on book illustration in Bengal on FB. Founded BIGYAPONER BIOSCOPE on FB, an archive of Bengali TV Commercials, founded JINGLE SELLS an archive of Radio Jingles in India on FB.
Won Copywriter of the year in 2009. Won ABBY’s for design on Bengali Typography in 2013. Won EFFIES & EMVIES in 2013 for CADBURY MISHTI FESTIVAL.”

When KFC first tested faux meat at an Atlanta store in 2019, consumers responded with lines that stretched for city blocks and depleted a week’s supply of Beyond chicken-free nuggets in a matter of hours. Burger King, that same year, answered overwhelming fan demand by launching the Impossible Whopper at its 7,000-plus U.S. locations, months…

In the first week of February 2019, R&B singer-songwriter H.E.R. was rushing to get ready for her set at the 61st annual Grammy Awards. Her purple rhinestone jumpsuit was all picked out, but Gabriella Wilson (H.E.R.’s given name) wanted to kick things up a notch. “Me and my stylist decided that the guitar had to…

While diversity, equity and inclusion has become a major topic of discussion among advertisers in the last two years, communities with disabilities, especially those with hearing impediments, are often left out of the conversation. Making audio content consumable for those who are deaf or hard of hearing is still “not very good,” according to TEDx…

Android and iOS Redditors can now search comments, joining desktop users, who received that functionality in April. Users on Android and iOS can now swipe right in the Comments tab to search comments across all of Reddit and within specific subreddits. Reddit Reddit said it also updated its backend code to deliver higher-quality search results,…