I remember a few years back when I had just started grad school at the VCU Adcenter I stumbled on the bible of copywriters (at least the ones who were in the copywriting program) called 'The Copy Book'. It was there that I discovered some interesting advertising characters like Neil French, Bill Bernbach etc. But there was one name in there that quite captured my interest, and that was an Indian bloke called Indra Sinha. And my initial thoughts were like how the hell did this Indian dude get on to this list of caucasian writers. He seemed like the perfect misfit. And that's exactly what I liked about him the further I started reading about him. And with an iconoclastic ad like the one below for which he won some D&AD pencils, it was no surprise that he was on that coveted list.
It's been a while since I last heard anything about Indra and today came to know from the Booker Prize announcements that Indra's new book 'Animal's People' was on the final shortlist. His fantastic interview about the book and it's purpose is here.
As I move on figuring out my place in the ad world, I rediscover Indra again. Only this time he has left the ad world and moved on to other more meaningful and interesting things. And it is fantastic that he is alive and kickin on the web. All sorts of interesting viewpoints and stuff to read on his site.
Like I was reading about the topic of the reuse of old ideas here (like how the Honda Cog ad was actually inspired by the Fischli and Weiss short film 'The Way Things Go'). The latest Sony Bravia 'Play-Doh' denials is covered here. Indra has this interesting piece on the same topic - in this case the famous 1980's Levi's Laundrette ad which had a predecessor in a Hamlet Cigars ad (the laundrette one from this collection from the 1960s). Especially in a digital age where everything is becoming more open and shared and new ideas emerge from mutations of old ones, Indra's explanation is quite apt that an old and used idea should not be wasted if it's a natural fit for the brand:
"I don’t for a moment think that John Hegarty or Tony Scott would stoop
to purloining someone else’s work. I prefer to think of the Levi’s ad
as a tribute to its predecessor which, although not one of the best
Hamlet ads, was an idea so natural for Levi’s that it proved simply too
good to waste."
A whole bunch of stuff to read on his site. It's a delight to see him active and inspire us online. Keep it rockin' Indra!!