Scamish is the use of English words, or words derived from English words, in an Indian context. This simple premise is the concept behind many successful, top rated advertising gurus.
My body of work is a scary ice-burg. The reason for putting up this zine is to grasp how deep it really goes. If you find a red dot in the detail of any work showcased, it means it that they were part of pitches, presentations that never took off. Such works are unpublished. Conversely, these are the ideas that are the most unconventional and needs guts to do. This response is important for my ability to learn from mistakes, and keep doing them!
Don’t do awards, because in advertising, awards cost way too much. Not Anti Awards. It should be proactive and not scam. Award should be for groundbreaking leaps forward, not to advance one’s career. 2007 is the only year when I fleetingly attempted to be scamish. Three works. My attempt is always to do excellent work for real clients on the smallest of the jobs.
One touch of a hot buyer is usually all we need to avoid that kind of discomfort in. It’s beyond a cliché to say what I’m about to state. But lets state it anyways- for the sake of clarity. All the work here has strictly no appearance besides actual releases. No appearance in any publication, no PR articles, No Awards. May be it was not award worthy. May be I’m aloof and be even arrogant.
In a way the attempt here is to remember all those ideas. They are still a lot many that are in hurried notebooks, buried in a CD, some crashed hard disk or even in “The Floppy”. If you stumble upon a link that says LOL and resembles 404, it means that the data is still to be discovered.
“You will never reach your destination if you stop and throw stones at every dog that barks”, Winston Churchill’s saying has been my guiding light.
Honestly I miss awards. Ideas, which win. But only once I reach a way to legitimise them. I choose to wait.
Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.
That immediately brought to mind one of my fondest memories, involving my daughter when she came to my life. She was in the moment, I was in the past. She was mindful. I was mindless.
Defaulting to Mindfulness: The Third Person Effect
Part of the answer is something psychologists refer to it as self-distancing, a term coined by researchers Ethan Kross and Ozlem Ayduk.
