14 Feb 2011


Author: maya | Filed under: Uncategorized

Carpet bombing might be a good military strategy but never a great creative formula. Bombarding customers with messages is not always a viable formula to win their loyalty and attention. Many outdoor advertisers simply fail to understand the point. For them more visibility means more sales which in real points out to their lack of understanding of the outdoor medium.

If you have observed closely, more often a bunch of high impact or call it content rich billboards leave a deeper impression on you than an array of mundane king size hoardings. The point to be noted is that an outdoor campaign will deliver results not by the number of hoardings that are put up but by the impact of the content that each hoarding contains.

A strategic well thought out outdoor campaign with a limited hoarding count that has innovation at its heart is bound to make more sales than a campaign that merely keeps track of the hoarding count. The market is replete with examples where brands have never made an impact simply because they were pasted all over the streets. The bombardment of the market is never the formula to win masses. Instead, what delivers results is a campaign that is in tune with the pulse of its target audiences with onus on impactful, innovative and intelligent content.

So, the bottom-line is: it’s not the number of the hoardings but their impact that will ultimately decide the success of a campaign. It is imperative for the client and the advertiser to curb the temptation of seeing their campaign hang across every street in town with little thought for the results they deliver. Instead, a forethought, well designed campaign should always take precedence for it delivers what it promises.

18 Jan 2011

Overlooking Unethical Behaviour

Author: maya | Filed under: Uncategorized

It is time to take a critical look at ourselves. It’s time to dwell deep into our consciousness and fathom our driving factors. Let’s ask the tough questions: Are we being led by mere profit making thoughts? Has capitalism rendered results more relevant than the processes? Does being ethical mean that you are not playing it smart enough?

Such questions often pop-up during our professional dealings. Our response to them decides which side of the fence we choose to sit on. In a free market, where cash is the king, being ethical is not always the easy thing to do.

According to a recent Harvard study, almost 70% of unethical behavior is due to the pressure to meet unrealistic business objectives. The paper concludes that most people value ethical behavior, but are sometimes swept up in the dark side by biases that influence their decisions.

According to this survey, the various causes that propagate unethical behavior include:

• 69.7% Pressure to meet unrealistic business objectives/deadlines
• 38.5% Desire to further one’s career
• 33.8% Desire to protect one’s livelihood
• 31.1% Working in environment with cynicism or diminished morale
• 27.7% Improper training/Ignorance that the act was unethical
• 24.3% Lack of consequence if caught
• 23.5% Need to follow bosses’ orders
• 14.9% Peer pressure/Desire to be a team player
• 9.5% Desire to steal from or harm the organization
• 18.7% Wanting to help the organization survive
• 7.9% Desire to save jobs
• 6.9% A sense of loyalty

The paper suggests that we tend to ignore unethical behaviour for various reasons:

1) Recognizing such unethical behaviour might harm us.
2) Ignore any unethical behaviour unless it gest blatantly exposed.
3) We become used to such unethical practices slowly over time.
4) Where are overwhelmed by the outcomes rather than decision process.

Talking about ethical behaviour in the Indian context, it seems we have a long way to go since our reasons are much more complex than our western counterparts, and have somehow become acceptable in the society. In an era where scams are unearthed in India almost on a daily basis, practising professional ethics is not only a challenging proposition but an inevitable one too. And it has to start from the top in any corporate.

While the study lists the components of the unethical trend, it seems our reasons for propagating the same fall beyond its purview.

16 Jan 2011

Poster That Responds To People Looking At It

Author: maya | Filed under: ADs of the world

First Poster That Responds To People Looking At It
It happens when nobody is watching.

Fisch Franke: Filled with Water and Real Fish

8 Jan 2011

Bad Habits of Outdoor Professionals

Author: maya | Filed under: Uncategorized

Lives of outdoor professionals is increasingly becoming difficult. Be it media seller or media specialist. With competition increasing every day, it is important for all the outdoor professionals to become as much competent and have competitive edge over the other.

This can be gained through learning and education on sales, marketing, advertising and most importantly on the outdoor medium. I am sure each company has its training and mentoring facilities, so I am not here to try those. But here’s some of the traits followed by unsuccessful outdoor professionals that would do world of good if not followed.

Bad habits inventory:

The most common reason for this is the feeling of working under pressure. The reason cited is: I am under too much pressure and can’t give as much time on the account as the client demands. And all that clients want us to be is slaves, but I have other clients to handle as well. Moreover my service is way too dependant on my colleagues and regional office support. What am I to do if they flounder? Look at our industry! Its unorganized and uncertain, it’s never possible to be perfect in deliverables.

Though we might be trying to rationalize our shoddy work but the fact is that clients wants something to remember, something to talk about and nothing to complain. Your service has been bought by your client to get good night’s sleep and not to keep him awake.

The client was looking for a campaign of 25 sites and my buyer worked out the best deal and I forwarded it to the client. Why do I need to research about the brand, market, target audience, etc? The client and the creative agency has spent a lot of money and time on this, they know better than what I can contribute. No, I didn’t probe the client as well, as I fear he will get annoyed. And what’s the point in probing, I know what’s the kind of site list would be prepared (as plan) irrespective.

Are you selling hoarding or are you supposed solve a problem or a need? Another common bad habit that needs to be addressed.

Depth of knowledge:
My job is to sell outdoor to my clients and ensure reasonable revenues earned. Why break my head in learning the nuances of marketing and advertising. I know there’s lot of information these days available on the internet, but I don’t have the time! My client doesn’t ask questions concerning these details nor is he/she interested to hear anything other than billboard size and location. Oh! And about the outdoor sites! Why do I need to know all the sites in the city? We have a team of buyers, and it’s their job!

In most such cases the client has more knowledge than you, not just on marketing and advertising but in outdoor. You are supposed to be a specialist and a consultant to the client. Do you think the client will entrust you with his outdoor budget of crores of Rupees?

Want to give a bad presentation? Here’s a recipe for that:

  • Use busy background and blend the text to the background so that no one can read.
  • Use various fonts and sizes in each slide.
  • Use as many clip arts and animations.
  • Put as much information in a slide as possible. Right paragraphs and then read them out.
  • Just write the client’s brief in the initial slides followed by the list of outdoor sites. Who cares for research, logic and route to the plan?
  • Don’t practice your presentation, just open up the slideshow and start reading.

A perfect recipe for client’s distress and your company’s disaster.

Communication skills:

Here’s another recipe to get your clients annoyed and disinterested in you and your offers.

  • Talk as much as you can. Don’t give the client any chance to speak up.
  • Be very curt when the client is friendly in nature or try and be very friendly when the client wants to be precise.
  • Use lingos

Action and  promise:
High on promise and low on delivery. This is another professional breach that outdoor media professionals can be accused of. There are quite a few types in this category.

  1. Big bullshitters, who thinks they are the greatest sales man. Selling something and delivering something else.
  2. Cowards, are those who don’t have the guts to reveal the truth when things go wrong.
  3. Loosers, are those who fear loosing a sale or a campaign and promise their clients the moons and the stars. God forbid if they become successful, they get promoted to perennial bullshitters.

The result: clients loosing their faith in the entire system. They look at all of us with a specs of disbelief. And such professionals are seeing hopping around from one agency or company to the other every year.

Yeah, I know these sound a bit trivial, but actually they’re very important. The bad habits are like holes in a inner tube.  If you don’t plug them up, you’ll end up pumping yourself all the time, just to keep yourself afloat!

28 Dec 2010

Books without Billboards

Author: maya | Filed under: Uncategorized

It’s time to take a critical look at our academic curriculum. It’s time to stop and ponder at its relevance especially when it comes to teaching media and specifically advertising.

The advertising curriculum in India needs serious update. The urgency is to make it more contemporary, cutting edge and consumable.

One of the biggest drawbacks about the current advertising curriculum is its lack of wholesomeness. We talk about advertising platforms old and new, conventional and unconventional, small and big, simple and complex, but we still miss the point.

For having been involved in outdoor media for close to 20 years, I have seen how out of home O2H has been a key driver for building a brand. All the various forms of O2H platforms cannot be overlooked or underplayed.

But surprisingly this stream of advertising finds no mention in our books. Even if its done in a consice manner, its so warped and out of place. When the fact is that it converts more people into consumers than many other media’s do, why shouldn’t a would be marketing or brand manager be tought and be known about the power of the medium, or even the lacl of it. The absence of outdoor advertising as a separate subject in the advertising curriculum of today’s time points towards the myopic vision of our curriculum makers. It’s high time that this deficiency is addressed and the way is paved for making well rounded advertising professionals.

The need for making outdoor advertising an essential part of the curriculum was never as relevant as it is today. With O2H medium growing in its clout by the day, its high time we pay heed to what we are missing in the classrooms.

By Puja Kanther

Every experience is indeed enriching. I have fathomed it for myself while doing an outdoor ad campaign for one of the leading brands. Sometimes the good part of working on research projects is that every new project acts as a learning document in itself; the existing views get challenged and in some cases get corrected. Given the overwhelming power of few mediums, I was quite apprehensive of the reach and effectiveness outdoor campaigns can achieve. But, in my quest I discovered something that has altered my perception of the outdoor campaigns drastically.

When a campaign was launched on outdoors, being the only medium, by us, it was very critical and at the same time best possible scenario to test the medium.

The campaign was to introduce the new logo by Anchor. It was a three phased campaign. First two teasers being somewhat giving impression of real life construction scene and the third finally revealing the logo.

The research study was launched in three cities – Mumbai, Kolkatta and Hyderabad. Interviews were conducted at various junctions across the city ensuring the proper geographical coverage of the city. The target group of the study was 20yrs+, SEC ABC, males and females. Basic precautions in selection of interview locations were taken care of during the whole study. One other big campaign which was running at the same time was of new logo launch of Star TV.

The study threw quite a few interesting results. We were hoping for a decent score on unaided and aided awareness. What actually happened was a daringly comparable score on unaided awareness to Star campaign. On prompt awareness, it garnered 44% score. This clearly suggested to us that outdoor delivers. And though analysis was not done on cost effectiveness, the results show that outdoor was efficient.

We lost the edge because of poor show in Hyderabad. Mumbai and Kolkata stood strong. The most restless sub group of 20-25 yrs showed maximum awareness of the campaign. The group every brand/company wants to get close. It was also amusing to know that it was 51% males vis-a-vis 37% females aware of the campaign.

The next question was whether these people were aware that they got aware of the new logo by an outdoor medium. Well, people surprisingly attributed their awareness to outdoors and television. Amongst people who were aware of the campaign, 84% said they saw it on outdoors and 60% said they saw it on television. This indicates that people might confuse one medium for another and this is more prominent in case of outdoors. The reason being, outdoor is not on top of our mind. This influences the acknowledgement of the medium for any message recalled later on.

In conclusion, the whole exercise with the help of hard facts and figures built a strong case for outdoors.

9 Dec 2010

Admen and Identity politics

Author: maya | Filed under: Uncategorized

Geniuses in creativity but brimming with arrogance. Power drunk and disrespectful. All these adjectives point to or rather define the species called the “creative guys” and the “admen” of advertising agencies of today. Though not all.

I wonder what makes advertising professionals; especially the ones associated with a big creative agency behave in a way that stinks of a highly developed superiority complex if not more. What is in them that makes them so self absorbed, self obsessed and self indulgent. Trust me, I can’t fathom this so am looking for answers here.

May be, it’s the way they talk, behave (read act), dress that’s diffuclt for me to decode. Whatever it might be, this attitude is not only despicable, disrespectful but also a desperate display of power within the advertising world.

Let’s take another extreme of this spectrum. The outdoor professionals. Simplicity, sensibility and suave business acumen defines them. I mean most of them. Though some might be as power drunk as their corporate counterparts. Majorly, they come from a humble background which makes them an ideal victim of high class creative snub. While the fact may be that these humble, mostly public school educated guys might be in real making more profit that the corporate buddies. But this never works in their favour and I wonder will it ever?

My friends working in outdoor agencies in the UK, mentioned that they are treated as equals, while briefing, during presentations, in all meetings and running of the business. I can’t think of it here, except for might be a couple of agencies. So, will the equation in India between the “creative guys” and “account planners” and the poor yet high on output outdoor admen come to a point of equilibrium? Or is this a farfetched idea or just a utopia? Will the outdoor professional always be the victim of identity politics within the advertising world or will he find a way out of this black hole of complexity. Sincerely I have no answers to offer today, tomorrow or ever.

Don’t paint me as a pessimist or for that matter someone who holds a grudge against the mainline advertising professionals. My sole point is to share what exists in real and is never discussed, debated or delved into.

8 Dec 2010

McDonald’s: Massive McMuffin Breakfast

Author: maya | Filed under: ADs of the world
McDonald's: Massive McMuffin Breakfast

McDonald's: Massive McMuffin Breakfast

8 Dec 2010

Grab the monies if you can

Author: maya | Filed under: ADs of the world

28 Nov 2010

The advantage of being small

Author: maya | Filed under: Uncategorized

Being associated with leading creative agencies might sound an exciting business proposition since it offers you opportunities on a platter. While this might be a generally accepted idea, but is that really an advantage in the real sense of the word?

Let’s delve deeper into this question. Does a big media agency that gets business without trying too hard make for a better business option? The answer according to me in not “yes”.

I believe that small agencies have their own advantages and the sum total of these advantages at times outnumber the business scope of a big agency.

Now, let me make it more specific. Since smaller agencies don’t get business on a platter, they have to constantly keep sharpening their skill sets. When one doesn’t get easy business without even pitching, then a whole lot of value additions, planning tools, system processes need to be developed. For which the management has to invest in R&D. These become special value propositions and assets over a period of time. Moreover, client’s benefit from better servicing, closer attention and the over eagerness to retain the business. Not only that, smaller agencies have better control over their businesses since they are never a victim of fallouts or realignment of business with the big brother.

I am not here trying to recommend smaller agencies as an ideal business option or undermine the bigger ones; my sole point is to put forth their bright side. Ideally, I think the best is a combination of both. Might be a 60:40 or better still 70:30 ratio, where an agency has a substantial chunk of businesses of their own. Based on which one can plan long term on all fronts of investment, diversification, talent management and so on.

27 Nov 2010

A great Campaign by Mcdonalds

Author: maya | Filed under: ADs of the world

16 Nov 2010

An ode to MF Hussain

Author: maya | Filed under: Uncategorized

The genius of the human spirit is under threat. It is competing with its own creation. Humans invented technology to make life faster, smoother and efficient, but in the bargain they are fast being enslaved, replaced and undermined by it.

It’s a quintessential scenario of man vs the machine and it has never been as profound as it sounds today. Mind you, I am not a cynic of modernity, my only contention and motive is to bring back the genius of human spirit into spotlight and free it from the shackles of artificial art.

There was a time when the masters of modern art would do things that will make you stand in awe. When MF Hussain started his career as a painter of cinema hoardings, there was little dependency on technology and yet they managed to do things which are simply masterpieces. His larger than life hoardings depicting every shade of emotion. I always wondered how these painters transferred the A4 size artwork of JK Tyre on 80 feet by 40 feet hoarding. It was amazing how they hung on those fragile bamboo scaffoldings, and managed to draw the massive 30 feet high logo immaculately.

One has to see to believe how the images of tyres or celebrities or packs were reproduced by these master artists. The mixing of colours to make it look true, the gradual shading to give it the proper depth was just amazing.

Now, I wonder in amazement about such art. I miss the drama that it evoked and the real feeling that was on display on the giant hoardings at every street that one passed by. The art perfected by geniuses like MF Hussain is missing today. After all, the stroke of the painting brush is more emotional that the sound of a wide format printer.

For a long time the skill of such artists did challenge the computerized wide-format printers. But then none were cheap, so both co-existed for some time. But over the years they failed to cope with the cheap substrates from China and Korea and the economical printing machines. The machine conveniently replaced the skilful hands of such artists and gradually made them irrelevant.

Many of them started working as labourers to install the printed flexes on hoardings.  Some of the skillful artists (I refrain to use the word painter) I hear went back to their native villages and lived a life of oblivion and utter despair. The skillful hands that used to craft emotions were made useless overtime.

The hoarding painters were artists who never got their share of due credit. The genius that they possessed was never celebrated. Though nothing can replace their skill but by large they are a forgotten lot. And thanks to the wide format technology, oblivion seems to be their only refuge. So sad, but so true.

P.S. As a token of appreciation for those artisans you guys can send us old good hand painted hoarding pictures & we will upload the best of them.  Send your replies at

Few of the replies received from users:

The hand painted hoarding photos done in Chennai during 1996 to 1997

The hand painted hoarding photos done in Chennai during 1996 to 1997

The hand painted hoarding photos done in Chennai during 1996 to 1997

Advertising is going through a metamorphosis and how! These days most advertisers are pushing their creative and outdoor agencies to create eye grabbing installations on billboards or any other outdoor media vehicles. One obvious route used is to create giant replicas of package or other relevant objects. There are many popular ones like Absolut, Mini, Ikea or Heiniken done over the period of time. Check out few of them on Clients in India also desire to have their campaigns dotted with such innovations. But lack of time, prohibitive cost, lack of expertise and impatience makes it a difficult proposition.

In the absence of using such giant replicas or props, is there a way in which the billboard can still be made attractive? Yes, many campaigns we see these days use smart graphic renditions to give a depth to the objects and pictures. Clever use of shadows and perspectives makes the packs or objects that you want to highlight, stand out, and helps grab a better attention from the passing audience. The next pertinent question is, does it come cheap? Ideally not.

Shown below is an artwork where 3D effect is given:

Now guess what’s wrong in it.

Mistake #1:
The shadows by sunrays are sharper than what’s provided here. Probably it was meant for the 3-4 halogen bulbs from the top illuminating the board in the evening. But then half of the sites are illuminated from the bottom! So the shadow should be above the cubes as well!

Mistake #2:
This is a rampant one. It starts from the fact that outdoor is still an after thought and when a shoot takes place, the stills take care of ads for press and brochures. We all forget that these ads are seen at an eye level, when you hold them in your hand. The problem is the camera angle which are either top, a bird’s eye view or eye-level view. 99% of billboards or any outdoor media vehicle for that matter is at appreciable height. So if the intention is to create a realistic 3D effect of the object then the camera angle has to be from the bottom, i.e. ant view. Therefore if I want to show a car stuck on the board on its side, then I have no option but to show the bottom of the car, which I guess is not a great sight. Unless I stick it sideways with the wheels on the board and the roof outside.

So the artwork below can be considered as a correction to the above artwork:

Mistake #3:
A single artwork with size adaptations takes care of all sites irrespective of size of the board, its height from the ground, its angle to the viewer and the sun position during peak hours. That should never be the case while creating realistic 3D artworks. Each site should be treated separately with all the data of viewing angle, height and position to the sun. Look at the examples of the same campaign. I am sure you will get it.

Yes, creating 3D effect on the artwork itself takes care of lot of hassles and nightmares, but doesn’t come in cheap as it needs special skills, special treatments, softwares and calculations. The advertisers should realize this.

In the end, actual or replicas or props built and installed on billboards give much better appeal, but we can look at this cosmetic option as long as it’s done right.

3 Nov 2010

NGO Chetana Foundation: Cloth Donation

Author: maya | Filed under: ADs of the world

NGO Chetana Foundation: Cloth Donation, 3

NGO Chetana Foundation: Cloth Donation, 1

NGO Chetana Foundation: Cloth Donation, 2

Advertising Agency: Mudra DDB Group, Mumbai, India
Creative Directors: KB Vinod, Deepak Singh
Art Director: Deepak Singh
Copywriter: KB Vinod
Photographer: Nirav Mehta
Additional Credits: Rajesh Sawant, Santosh Saler

3 Nov 2010

McDonald’s: Rescue for hungry people

Author: maya | Filed under: ADs of the world

Rescue for hungry people. 24h.

Advertising Agency: DDB Helsinki, Finland
Creative Directors: Jukka Mannio, Vesa Tujunen
Art Director: Jukka Mannio
Copywriter: Vesa Tujunen
Photographer: Joonas Antikainen / Left & Right
Retoucher: Antti Salminen
Account Director: Jarno Lindblom
Account Manager: Pia Eiro
Additional credits: Kirsi Pärni, Kimmo Syväri
Published: September 2010
Country: Finland

Human Resource in outdoor advertising business in India has always been a challenge for the management of agencies. Retention of key talents is a nightmare and a KRA for all CEO’s and Presidents. In one of the Indian outdoor advertising portals, I saw around 50 people movements between 1st April 2010 and 15th September 2010. This is just a part of all the movements noted and published. I guess the numbers are far higher.

I don’t know why this issue has never been discussed in any forums. But to me its scary for just a Rupees 20 bn industry!

Quiet a few questions that come to mind and for which I don’t need to pretend having answers:

a) Such churn is witnessed despite the growth being slow or non-existent. And most people switch jobs not without a package enhancements. I wonder how are the companies coping with these additional budgets without additional revenue stream?

b) Why do people in outdoor advertising hop around so much? Did they set high expectations when hired, and fail to deliver? In that case there is a major problem both with the prospective employee and employer. Or its just for the lure of money?

One problem for sure is when a new agency sets shop. With the shortage of talent and resources, the only way the new shops can form a team is by attracting talents with hefty pay packets. The solution to this, obviously lies with all the successful agencies who have over the years failed to create a strong culture, training, talent development and retention policies.

The second issue is movement of big ticket clients. There are quite a few big budget accounts who have made a ritual to change their outdoor agency every year. To service such giant flirts, you do need a massive team spread across geographies. But when these gipsy accounts get ready to move to the next destination, the agency has little option but to let go that huge workforce.

I am sure the agencies and companies have a lot to do to have a process and policies in place to manage HR much more effectively.

30 Aug 2010

The dilemma with vinyl flex

Author: maya | Filed under: Uncategorized

These days we get to see those flimsy vinyl flexes on billboards. Once your advert is printed on them and installed on the billboard you would be lucky if the old message or writing hidden behind the flex doesn’t show up. It looks very apparent, especially if the background of your design is white, which remains unprinted. To add the woe are the strong winds or thunderstorm during the months of summer and monsoon, which rips apart your flexes and leave a torn brand message hanging from the billboards. This again is the result of the thinness of the vinyl.

The responsibility should not be passed onto the printers alone. The agencies and the clients should equally share the blame. In the jest of brining down the cost to sub Rupees 10 per square feet, they ignorantly propagated the cheaper materials from China and Korea. Thin skins can be a hit for condoms but not in outdoor advertising. In such cases of low cost printing, I would prefer the client taking the call and onus, and not the agency.

There is another problem area. And that’s about flex installation. Clients these days insists free or negligible  installation charges. I got caught in this trap once. For a recent campaign, to ensure quality we made sure the flexes were of acceptable weights (ounce) which is a denominator of the thickness of the material required. When the printed flexes were installed there was no reason to complain about print quality or translucency. But what came and hit me was the innumerable wrinkles after the flex was stretched, which couldn’t be eradicated despite couple of attempts . In the enthusiasm of getting the flex right, I had forgotten that these days pipe-mounting has beenn replaced completely with nail mounting.

Pipe-mounting is having pockets on all 4 sides of the bleed through which iron pipes are inserted which are then stretched and tied to the structure. Whilst in nail mounting or wire mounting the flexes are stretched by hand and then either nailed or wired through holes. The second option which is the cheaper one works fine for thinner materials which can be stretched with hand, but not for thicker ones which has less elasticity.

I learnt the hard way that from now on, I will have to  make my clients aware that by adding couple of percentages on the overall outdoor budget for thicker material and for pipe mounting installation, the outdoor campaign would be in good health.

13 Aug 2010

To Be or Not To Be…

Author: maya | Filed under: Uncategorized

I am not sure whether outdoor advertising was in vogue when William Shakespeare had written these famous words for Hamlet “To Be or Not To Be – that is the question”. Hamlet was dissatisfied with life and unsure what death would bring.

Outdoor industry in India resembles so much to Hamlet’s contradictory character – reckless and at times cautious, courteous but many a times uncivil, tender yet ferocious. Our industry in India is livid with contradictions.

For the last 18 years I heard everyone crying hoarse to make the industry dealings more transparent. Are we really serious about it? If yes, then we should have done away with the licensing system of allocation of sites. Licensing system will never let an industry become professional, organized and transparent. Also by now a robust monitoring system should have been in place. And with the agencies, they should have had by now an end to end, complete see through ERP system. None of these are visible in the horizon?

I have seen many weep to the fact that outdoor cannot be measured. What steps have we all taken to make this medium more accountable? Zilch. Only two agencies and two media owners stuck their neck out and invested in possibly a hopeless mission. The whole world knows that such research and tool will benefit the user as well as the seller. But most of us have held it back purposefully.

On one side we come out with schemes incorporating advertising opportunities along with city beatification and landscaping, on the other side there are a handful who propagate illegal media, sites and sizes, and we do nothing to stop them.

The lack of knowledge  coupled with the indecisiveness of Hamlet prolonged the inevitable fight of good over evil. For us its not good or evil its all about living or dying. Lets choose right away…

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