Mumbai, February 1, 2006:
Neral was not a
sleepy laidback village for the past two
days. In fact, it transformed into a creative
hot-shop. With the big and (soon to be big)
names of Indian advertising descending for
an Ideas Jam Session, or do we call it a
jazz session!
Thirty-five (35) professionals from some
of India’s top advertising agencies
attended the Jazzvertising workshop conducted
by the Advertising Agencies of Association
of India (AAAI), in association with the
AICAR Business School.
Spread over two days, this creative workshop
for advertising professionals used empathy,
intuition and visualization techniques spiked
with learning from jazz music. The workshop
was held at AICAR Business School that nestles
in the foothills of Matheran, about 90 minutes
from Mumbai.
This theme workshop was a fusion
of Jazz and Advertising (Jazzvertising!!!)
with Ivan Arthur (Director, Communication
– AICAR) on the Mandolin, Mr. Rajeev
Raja (Executive Creative Director –
Bates India) playing the Jazz Flute and
Mr. Prabhakar Mundkur (COO – Percept
India) on Electric Guitar.
The musicians are leading lights in the
advertising industry. Ivan Arthur has been
National Creative Director, HTA (now JWT),
till recently, while the other two are also
professional musicians who have their own
bands. A surprise performance was a purely
Indian fusion where the 3 jammed with a
Marathi folk music bhajan mandali from the
neighboring village as part of the workshop.
The trio has successfully conducted similar
workshops Ho Chi Minh City, Jakarta, Manila,
and Sri Lanka.
The brief was clear: The two days
were going to be not about headlines or
deadlines, but a heady mix of fun and learning.
And this was what some of the participants
had to say:
“Two great days of
enlightenment”
“Never felt so energetic
in a workshop. Complete fun.”
“Exciting, invigorating,
enthralling”
“Like Jazz, you have
to practice hard in art & advertising
too
before you can finally arrive”
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