MOM (Method Of Madness) was a sustained initiative started in 2012 by Scarecrow M&C Saatchi to give back to the industry and inspire young minds. It was an ongoing attempt to bridge the gap between the haves and have-nots of creative experience.
Under the aegis of MOM, we conducted sessions, workshops, and reverse internship programs at institutes like NID, Faculty of Fine Arts (MS University of Baroda), Raheja Art College, MICA, and Sophia College, among others.
Before the pandemic, we invited students of art, design, and advertising institutes for comprehensive interactions, celebrating the work, views, and journeys of renowned stalwarts of the industry. There were five on-ground sessions that featured industry leaders such as Shantanu Moitra, Juhi Chaturvedi, Rensil D’Silva, Chetan Shashital, and Santosh Padhi.
During the pandemic, the series paused. It restarted in a virtual format during the second wave when students and the industry were at an all-time low. Sessions 6 to 17 were conducted via Zoom on Saturdays, with participants that included students and advertising enthusiasts from India, Sri Lanka, Dubai, and Indonesia. The young talent expressed gratitude to the icons who gave them their precious time. That Mother’s Day, Scarecrow drafted an audio and video message in the form of a film and radio spot featuring the voice of Rohini Hattangadi, India’s first and only leading lady to win a BAFTA, who had also played memorable roles like Kasturba in Gandhi and the mother of Mr. Bachchan in Agneepath.