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Is craft in advertising a necessity or a luxury? The death of accuracy is a systemic malaise driven by the priorities of the times and this must be examined at length, writes Shivaji Dasgupta, Managing Director, Inexgro Brand Advisory Shivaji Dasgupta This article is dedicated to the many senior exponents of advertising who routinely bemoan the demise of craft. They are most certainly right, for the evidence is demoralising but one must understand the rationale behind this decay. For, it is not a matter of attitude as commonly blamed but a subject of priority as is often underestimated.  For starters, we must segregate craft as accuracy, creativity and originality. Originality as in an expression that has not been done before and, thus, worthy of accolades. Creativity is a leap that unifies the right brain with the left as a compelling alliance. While accuracy is really about the semantics, the ability to be obsessed with grammar and in love with tradition as we know it. I mus

Shivaji dasguptaBestmediainfo bureauDasgupta delhiBondel roadEnterprise nexus advertisingManaging directorInexgro brand advisoryசிவாஜி தாஸ்குப்தாதாஸ்குப்தா டெல்ஹிபிணைப்பு சாலைநிர்வகித்தல் இயக்குனர்