|
|
|
|
|
|
|
|
|
Bodhisatwa’s initiative "Put Headline Here" started off as just another regular page on Facebook. He says, "Initially, it served as a repository for great advertisement headlines – headlines from the past, headlines that are being written now, or even everyday ones that we see. People posted their favourite ads, ranging from ones of Coca Cola to BMW. However, over the past few months, it’s metamorphosed into something more than just a page." "It’s become a place where writers come together to derive inspiration, and discuss new lines that are doing the rounds." "Put Headline Here", he says, is not just paying homage to forgotten ads, but also seeks to bring back the dying art of long copy, as people don’t just want to take the time to write long, nicely-crafted copy any more. The reception, he says, has been great – with people taking an active interest and sharing the page with their friends. Today, it has a healthy membership of over 1000 members and is growing by the day. Of course, there is the challenge of keeping people interested enough to post favourite advertisements, regularly comment on others’ posts, and the like. "The average person’s attention span wanes pretty quickly," Bodhisatwa says candidly, "The minute people get bored with something, they’ll leave. So every day, there’s something new on the page, something that will keep them talking, posting and interacting." This is where Bodhisatwa introduces Longhand, a competition that has been organised on the page. This, he says, is a long copy stand-off of sorts, where people can showcase their long copy ads, and be judged for their efforts and creativity. All one has to do to apply is to simply log on to the page Put Headline Here on Facebook, join and follow the instructions. Everyone can apply, right from the advertising intern to the professional copywriter, to the person who’s never worked in the advertising industry but dreams of being part of it someday. "What’s more", Bodhisatwa says, "being part of the competition offers the unique chance of being judged by veterans in the field of copywriting, like Indra Sinha, Neil French, Emmanuel Upputuru, Satbir Singh, Swapan Seth, Ashish Chakravarty, and Nima D T Namchu. The contest started on March 5 , and the last date for sending in entries is March 25. "Writing is a dying art," Bodhisatwa says, looking visibly bothered. "Put Headline Here is pulling back words from advertisements, stopping them from fading into oblivion. The Longhand contest is encouraging professionals and amateurs alike to start writing long copy again. — IBNS
|
THIS is an age dominated
by visuals, where images make more impact than words. Even cinema
becomes the preferred medium as many children and adults move away from
books. The world of advertising,
too, is no different. Many advertisements today rely more on
eye-catching pictures to sell the product, than on the accompanying
copy. However, there are those who try their best to prevent good
old-fashioned words from fading into obscurity, in this industry. Meet
Bodhisatwa Dasgupta, Copy Controller at Ogilvy and Mather, in Gurgaon,
Haryana.