Trikaya Grey classic

During the early ’90s Trikaya Grey was the undisputed king of advertising in India. Their work, which was predominantly print driven was envied and looked forward to. The agency was the most sought after at that time with stalwarts like Chris D’Rozario, Alok Nanda, Vikas Gaitonde, Preeti-Vyas Gyanetti, Viru Hiremath being associated with the agency. And being led by the legendary Ravi Gupta.

Their print campaign for Mauritius Tourism was one of the most talked about (and successful). It helped an unknown destination to become one of the most sought after destinations for Indian tourists.

Copywriter’s craft

As far as creative styles go, my personal favourite is the one where a copywriter comes up with a line that is crisp, clever succinct as the headline. And I love it when no body copy is required. During my growing up years in advertising, Trikaya Grey (where I worked) used to be known for this style of advertising. Ads for Mauritius Tourism, Grindwell Norton, Sweetex and Sterling Resorts were very popular during their time. Here’s a recent example of this style.

Subtlety!

The kind of stuff that is (a) so difficult to sell to clients (b) usually not invested heavily in media (c) dismissed by marketing people as clever stuff that does not ‘sell’.

Does anyone know how this dad performed?