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with financing partners a plastic industry which pioneered
specialities and covered the entire gamut of import and metal
substitution, and manufacture of complex components and products
to international specifications, I began to design regularly
advertising campaigns. They were mostly self-indulgent,
reflecting my view of commerce, ethics, and methods of utmost
probity. In,each series there would be one which would also show
what we did.
Given below is a sample of one such campaign, in the early 1980's, which, I was told, was probably among the first to include negative statements ("There is more to life than plastics"), and many of the components of which were subsequently emulated by many stylists. I was felicitated from all over the country, and by some from abroad, and the campaign was considered most welcome for the 'dignity of language'. One question which mostly came from advertising agencies, was about my use of capital letters, which, I was told by my friends, is conventionally never done. My only explanation was that using caps helped me to break the lines in order of my preference, without the necessity of having punctuation marks scattered all over. The other criticism was that it was too long, and people will not read it. My defense was that my logo, by then, had become known everywhere that mattered; and therefore, the message was the logo itself. The logo has been emphasized by occupying half the page, by being in the background of the text. It was not material to me whether people read the entire text or not; which, in any case, was true of many advertisements and commercials.
There were five ads in this series, with identical text, but with five of my photographs, which I chose to bring out elements of the text. I plan to bring to this website samples from other campaigns also, time and circumstance permitting.
(The text is shown below these pictures - left on left and right on right, the division being important, as a link from sublime to earthy. Click on these images to see an enlarged version.)
TO THINK OF IT
THERE IS NO ASPECT OF HUMAN ENDEAVOUR
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