Trilokjit Sengupta
Apr 25, 2011

Trilokjit Sengupta's Blog: Anatomy of a murder

The continuing series of the lighter (and somewhat real) side of the animals in the advertising business, now takes on the planner

Trilokjit Sengupta's Blog: Anatomy of a murder

Anatomy of a murder. Or how to make a strategic PowerPoint presentation for budding planners.

Slide 1: Mention client name

Slide 2: Mention project

Slide 3: Insert inane statistic

Slide 4: Put India in perspective with photo of Sadhu with mobile phone

Slide 5: Establish Brand History

Slides 6-15: Tell client what he already knows about the category but make each fact (given to you by him in the first place) sound like a unique discovery.

Slide 16: Establish ‘new’ India with pictures of Dhoni lifting cup, Tata buying Jaguar and Mallika Sherawat


Slide 16: Establish India as matriarchal society with pictures of Ma Kali, Durga and Mallika Sherawat.

Slide 17: Use lots of pictures with unconnected and unrelated statistics.

Slide 18: Show some recent trashy commercials to prove point.

Slide 19: Complicated pie charts with words that re-establish point made in earlier slides. Now pithy. Italicised. Bold.

Slide 20: Introduce the trump card. Some research downloaded from internet (date removed)

Slide 21-29: Analyse the said research to come up with stuff everyone already knows.

Slide 29-49: Back it up with your own dipstick, some coloured graphs and Vox Pops made up of guys from the accounts department. (Note: You can and will be irrelevant but never factually incorrect. The attempt is to show you have worked and then to confuse.)

Slide 50: Play a song. Increase volume while it plays.

Slide 51: Show a poster of Band Baja Baraat and reinforce the point

Slide 52: Introduce new words and phrases to describe the consumer e.g“Tradimodern”, “Socio-Insular” and “ExtraTerrestrial”

Slide 53: Ask client the same question he asked in the brief, but very poignantly.
(Make deeply serious face when slide is being shown and tap thrice on some surface.)

Slide 54: Astonish with some complicated proprietary planning tools.
(Use sleight of hand to block the vague sections and tenuous connections.)

Slide 55: Map the brand path and fit your strategy in the long-term goal.

Slide 56: Now do the same with a graphic.

Slide 57: Show Point A and the mythical Point B where the strategy will take the brand. Write Point B in an exciting new font with loads of words around it like “Exciting”, “Inclusive”, “Friendly”,  “Mother”.

Slide 58: Hence define the Target Audience by a phrase like “Selfless workaholic family man” or the “Modern traditional rebellious housewife”.

Slide 59: Now state the strategy cracked by the creative team.

Slide 60: Make it sound like you have discovered a new planet.

Slide 61: Facebook idea.

Slide 62: Make a wheel. Connect all the points using coloured lines with brand in the middle.

Slide 63: Define the brand using the new words.

Slide 64: Make a table. Write these brand words in one box. Colour it green. Call it a blue print. Use synonyms on all the boxes. Colour those red. Call them “brand enemies” or some such.

Slide 65: Thank You.

Trilokjit Sengupta is the CD and one of the founder members of METAL Communications. He has spent almost ten years in advertising and thinks it is enough.

Campaign India

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