Idea toh insight ka chanaa roop hai.

Idea, client aur agency, done ki mehboob hai.

 

Par agar director ki gaadi mein sunroof nahin,

Toh chatpataatey ads ke jhulastey dopeher mein,

Idea kahaan mehfooz hai...! 

Pata nahin, bade-bade iske baare mein,

Aaj bhi kyun confused hain?

 

Jo Nazar, wazan sahi mein taul sakey,

Apni neend chhod, idea ki khidki poori khol sake,

Wo aaj bhi kisi ko kahaan kubool hai...?

Simply because... system ki nazar mein,

Uski bhaasha, uncool hai. 

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Kya depth mein jaake,

Idea aur details ki jugalbandi karna,

Aaj ke prachaar-maadhyam... sorry, advertising, mein,

Waakayi Fizool hai...?

 

Kahaan gayi,

Dinon baith ke, sahi chunne wali,

Communication arts ke fundamentals ki

Wo ironsmith school hai? 

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jab ache idea ko milti hai halki treatment,

toh use bachaane aata hai, paise lagaao, views badhaao,

wala contingent.

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isn't that creatively pungent?