viral mehta

દોસ્તો

2010-02-19T09:29:00.000+05:30

વાત

2009-11-21T21:01:00.001+05:30

આ શહેરમાં

2009-01-29T21:40:00.002+05:30

વાદળ

2008-12-03T22:20:00.000+05:30

પછી આખો દિવસ

2008-10-22T10:26:00.002+05:30

ગઝલમાં

2008-10-17T11:34:00.000+05:30

એક લગ્નસરાનું ગીત

2008-10-14T09:27:00.000+05:30

નજર

2008-10-11T10:36:00.000+05:30

પથ્થર ઈંટની દુનિયામાં

2008-10-11T10:34:00.001+05:30

A Tribute to "M for Money" Team from Viral Mehta

2008-10-04T14:02:00.000+05:30

2008-09-27T19:09:00.002+05:30

બેશક મને દોસ્તો ધૂળના દરજ્જે ઉતારી નાખજો,
પરંતુ આંધી થઈને આવું ત્યારનું વિચારી રાખજો.

- વિરલ મહેતા

2008-09-23T19:30:00.001+05:30

આ પથ્થર-ઈંટની દુનિયામાં કંઈ ઘર વગરનું વસવા દો,
કોઈ હોઠ વગરના સ્મિત મળે તો હ્રદય ભરીને હસવા દો.
- વિરલ મહેતા

2008-09-21T12:00:00.003+05:30

કોઇ ઉપરથી ચાલી ગયું, તો હું ખરેખર 'સડક' થઇ ગયો,
હવે તોડ, ઉખાડ, ને ફરી સુધાર, હું તો બે-ધડક થઇ ગયો.

- વિરલ મહેતા

2008-09-19T11:21:00.000+05:30

ત્રણસો ને પાંસઠ મોંઘીદાટ બેગમોનો બાદશાહ હું પણ છું બાબુલ મોરા
ડોલતા આસન પર નાચનારો, તું નહી વાજિદ અલી શાહ, હું પણ છું બાબુલ મોરા

- વિરલ મહેતા

2008-09-05T12:25:00.001+05:30

બહાર આવ્યો એ નકકી અંદરનો હોબાળો હશે,
વર્તુળો જણાવે છે, અચૂક કાંકરીચાળો હશે.

- વિરલ મહેતા

books and knowledge

2008-03-24T18:05:00.001+05:30

books are largely misunderstood as sources of knowledge. they are not. books are sources of information. knowledge is something that gets generated with the interaction of information and practical experiences. and that again becomes information for others. like this for you.

creativity in advertising

2008-03-24T18:03:00.001+05:30

today there is nothing like creativity in communication or advertising, it's just a reference existing in minds of target audience, put interestingly, shockingly or differently, by visuals or by words. creativity is something that gets generated independently, that can be communicated without the boundaries of visuals and languages. so, please, don't mix up creativity with advertising and communication.

2008-02-02T21:26:00.001+05:30

start with what is right rather than what is acceptable.
Franz Kafka

Advertising – Badvertising In Gujarat

2008-01-05T21:41:00.000+05:30

In 1990 when I started my first job in Mudra as a trainee copywriter, city of Ahmedabad was a paradise for advertising professionals. At that time Shilpi was on the verge of closing and traditionally unbeaten Navneet was a chanted name amongst others. Still nobody grasped Ahmedabad on the map of Ad World, before A. G. Krishnamurthy created Mudra. All Ad industry monsters had their HOs or COs in big city Bombay (now Mumbai) but Mudra. Who was not here that time in Ahmedabad? Most worshiped writers, art-directors, research and management experts or to be specific all Gods of today’s Ad world were rising here. AGK created the planet for enthusiasts in this remote place where there was no hiss or hoot for something like that. Just within 10 small years of inception Mudra became the 3rd largest Ad Agency of India.
Today it is hard to believe that just a few years ago; Ahmedabad was the first career choice for who’s who of Advertising. Wasn’t AGK “Invisible” backbone of advertising in Gujarat? Believe it or not, the moment since AGK joined Mukesh Ambani, Ad industry in state is back to square one. These days Gujarat has the highest number of reputed management institutes offering courses in advertising. But alas! All their graduates are aiming for Mumbai or abroad. They will laugh if you ask for Ahmedabad?
Why has that happened out of the blue?
Rationales are not complex to elucidate. I’ve observed various causes during my interactions through these years. Ad agencies here work to finish and so, are barely able to attain finishing in work. Modern fashion of running on deadlines is wounding lifeline of creativity. Deadlines were always there, but there were planned efforts & strategies too. Presently Gujarat based Ad agencies work on short-term goals. Easy and sure money. It is difficult to find agencies having brand portfolio in Gujarat.
On the other hand brand owners always have their eyes on Mumbai based Ad agencies. I’ve learnt through these many years that clients are hesitant to give brand promotion activities to even Ahmedabad branches of multinational Ad agencies. Lesser-known fact is; teams working on their brands are made from members of Gujarat based branch only. I even have worked like a ghost of Mumbai creative team many times. One thing clients must consider that India is a country of rich heritage and culture that could be understood better by smaller town self then person having metro mindset. As a matter of fact most successful creative professionals in any stream usually have their birthplaces other then Mumbai. In a nutshell my note for clients is “TRUST THE ONE WHO CAN BREATHE DUST”.
Going back to the lost Ad world in Gujarat we can witness rigidity killing originality. People who have achieved up to branch head levels in bigger Ad agencies are cutting short by flying again Mumbai for the least. If not they will try and do creatives themselves. That indicates improper delegation and entrustment. What are they so much insecure about? They should invest more in auxiliary nurturing of brand than wasting time in writing headlines & text.
Owners of agencies based in Gujarat have adopted attitudes of branch heads of larger ones. Neither they trust themselves nor the staff. They rarely write proper briefs. “Client jo bole woh kar ke de do”, is their way of function. That will certainly pamper client’s ego once or twice but communication fails in generating consumer’s attention. So, advertising fails. And client looses money, trust & more sadly the brand itself. Doors are then permanently closed for Gujarat based agencies. I scrutinize now a days that Ad agencies in Gujarat are carrying out more like PR agencies than extended marketing arm for brand. I would call them incomplete design or DTP joints rather.
So, is there any hope? Certainly, if we throw out pseudo Mumbai skin tights and keep feet on the ground. AGK created a challenge for the metros. Let us not loose it. After all Gujarat has the largest numbers of industries and highest ever-increasing growth rates too. Why should a Gujarat based industry find their communication worth in any metro when we know the world best? Think! Or the dead-line will have its own meaning…

Creativity

2008-01-05T15:18:00.000+05:30

Creativity requires the courage to let go of certainties.
Erich Fromm (1900 - 1980)
Read more about Erich Fromm at www.logosjournal.com/issue_6.3/funk.htm

Jyotigram Song

2008-01-03T22:27:00.000+05:30

Song written by Viral Mehta for Grey Worldwide, Ahmedabad

Jyotigram Film Part One

2008-01-03T22:20:00.002+05:30

Script written by Viral Mehta for Moving Pixels, Ahmedabad

Jyotigram Film Part Two

2008-01-03T22:19:00.002+05:30

Script written by Viral Mehta for Moving Pixels, Ahmedabad

Jalshakti

2008-01-03T22:17:00.004+05:30

Song written by Viral Mehta for Moving Pixels, Ahmedabad

Vayushakti

2008-01-03T22:16:00.002+05:30

Song written by Viral Mehta for Moving Pixels, Ahmedabad

Janshakti

2008-01-03T22:15:00.002+05:30

Song written by Viral Mehta for Moving Pixels, Ahmedabad

Urjashakti

2008-01-03T22:14:00.002+05:30

Song written by Viral Mehta for Moving Pixels, Ahmedabad

Altering Equals

2008-01-03T22:07:00.000+05:30

You might laugh at me if I say, in near future; we shall come across a new God for this world. You will chuckle further with this – There won’t be any color or communal split in this world, not even precincts or partition would exist. The ideologies or concepts of religion too would change. No, this is not an extension to notion of approaching netizens dangling round this digital wall. Neither is it coddling the hypothesis of globalization.
Netizenism, globalization etc. are the deliberations of feeble-minded old legion who believe in groupism, where each group is thriving for survival of identity. They reside to be diverse and then conceptualize commons in self-spawned dissimilarities. They differentiate to equalize and vise versa. Strangely, they group up to get singled out.
These masses possess perpetual aptitude of adopting the originals to project as if it is their own. They could be big time film makers, crowd pulling politicians, award winning painters, scientists, millionaires, best selling writers, devotees or messengers of most worshiped Gods of this world, anybody; anybody who likes to be unlike. Their joys are not their own. They giggle only when others twinge. This is not about them or you if you are one of them. We are talking about the originators and not discoverers or followers.
You can find weather you are one of them or not, just answer an easy question: Is there anything that fears me? Yes? You are one of them. No? You are lying! In short, we all are fake. Reason? We reject conversation with our own selves, in order to generate dialogue with others. We call it a communication. Well believe you me, communication is a wastage generated from the fear called loneliness or terror of left unobserved. And the theories of mass communication have messed this even further. They will tell about mass-society, a divide. They explain sender & receiver another split. They will say news or views, one more. Endless tear of fear.
This engenders more then one dispositions in one singe individual. He is father, he is engineer, he is husband, he is lover, he is boss and on and on... Droll is; we take pleasure in these character splits by synonymizing it with efficiency or effectiveness, nothing but infringement it even extra. Where is that fearless, split less man? I wonder! Because, fearlessness doesn’t need any tag. One who knows who he is will always be what he is. But, knowing ones own self is truly a mission. You need to talk with yourself every moment. Once you invent yourself you need not create different prologue. Neither you will allow others to do that.
Again self-invention should not be the outcome of this write-up; else you will be again a follower. Be an originator and your world will be new, your own and so the Gods too. Your smiles will be your own. You won’t borrow joys at the cost of someone’s grief. Your will be able to live your own life. Your creations shall not fear competition. Because, when you are the world, there is actually nothing like antagonism or opposition or rivalry or enmity. So, there won’t be any color or communal split, borders, boundaries in this world!
Just alter some preset equals in life to find the real life.