“Viral” fever and the Marketing “mauka”!!!

As India kicked off its campaign to defend the Cricket World Cup with a high-octane league match with its arch rival Pakistan, for Star Sports it was a perfect ‘mauka’(opportunity) to milk the moment. And how it did!!! With a very interesting commercial which is now part of marketing folklore showing a Pakistani fan eagerly waiting for the mauka to celebrate a Pakistani win in vain in the last 5 world cup encounters. The ad had all the ingredients to make it “viral worthy”. Soon the commercial indeed went viral and is even today much talked about. Newspapers wrote about the ad, online editions carried the link, In YouTube the ad got a few million hits, the ad got shared in social media platforms like Twitter, Facebook, WhatsApp,… and also got written about in innumerable blogs,… No wonder the makers decided to spin the one ad to a ‘Mauka Mauka’ series as seen thro’ the eyes of the same Pak fan for all India matches so far. If you notice, while the 1st spot (the India-Pakistan) one was shown again and again, the subsequent ones were just aired few times just enough to carry the story further. Because by now the Mauka fever had become viral and you, me and all of us became Star Sports’ unpaid brand ambassadors by sharing the every new ‘Mauka’ spot as soon as it was aired!  And that is the point I am trying to drive in this post. For a marketer trying to promote his/her brand it makes sense to make the commercial “viral worthy”, sit back and relax as consumers multiply the reach of the brand.

Mauka

For small brands with limited budgets, this approach comes as a panacea to achieve high share of voice with low ad spends. And for big brands this gives the potential to get more bang for the buck! This (to make their ads viral worthy) seems to be a very simplistic and obvious solution in front of marketers. However a casual review of the TVCs which we see day in and day reveals that this approach may not be so obvious. In a typical day except for 1 or 2 TVCs which are viral worthy the others are mostly the usual drivel. For example, on the same day of the Ind-Pak match there was just another ad which was viral worthy. That was the one for Fevi kwik – again smartly playing with emotions coinciding with the Ind-Pak encounter while at the same time driving home the brand’s promise – ‘Todo nahi, Jodo’. Brilliant stuff.

So what makes an ad go viral?? My take:

And the best part is some of the good viral worthy ads spawn off spoofs (as seen in the Mauka series) and other versions (did you know a slow motion version of the Ind-Pak fevikwik ad was created and uploaded by somebody which is really funny) as well which keeps the brand top of the mind for extended periods!

For small/start up agencies/production houses one such viral campaign is enough to leap frog them to stardom. Who had heard the name – Bubblewrap Films before the Mauka, Mauka campaign?? Or for that matter who knew Vishal Malhotra the model who is the Pakistani fan in the campaign a month ago?? Now I do!!

In the pre social media/smart phone/internet days a good ad will be just talked about may be by a few people who are interested in the subject. In these times, they don’t get talked about but they get shared, and shared many times over across many platforms.

So a new brand, limited budget with mass offering??? A smart idea would be to spend time and resources to create an ad that is spot on viral worthy, have a few releases with the limited budget and then make sure to leak the links in all social media platforms. (Ironically, even a day after the Ind-Pak Fevi kwik ad was released, its link was not uploaded on YouTube!!!) And then follow it up with plugs in the media about germination of the Big Idea, making of the commercial,…,…

Just one note of caution. It’s not just ads which are viralling today. Songs, documentaries, jokes and so many sundry stuff. So, soon it will become a battle to win in the viral space as well.

And once I finish this post I am going to share this in different platforms not missing the ‘mauka‘ to viral this post!!! (And contributing to the viral velocity of the ads ofcourse!!!)

Postscript: It’s another matter that an Ind-Pak encounter that too in a World Cup doesn’t need promotion at all. But Star Sports had to promote it due its obligation/commitment to its sponsors, advertisers,.. I guess. Having said all this, I do feel that the Mauka, Mauka campaign is now getting a tad boring. What was natural in the 1st 2/3 spots seems artificial now and is losing steam!!! So there the other lesson – Even a What an Idea, Sirji when over flogged becomes – What a boring idea, Sirji!!!

One has now lost count of the ‘Mauka’ spoofs hitting YouTube every day now!!! And they seem better than the Star Sports version of the Mauka ads being released now :( :(

Sir, a Plus budget!!!

In India, come Feb, it’s time for the release of the mother of all blockbusters – “The Union Budget”. While even the blockbusters of the Khans are just in the vicinity of few 100 crores, this one flies in the space of thousands and hundreds of thousand crores. Isn’t it interesting, that the whole nation awaits with bated breath to find out how the Govt. of the day is going to spend “it’s collective” money in the next 1 year??? So too I was yesterday, when Arun Jaitley the Finance Minister rose oops sat down to present what I would think as one of the most significant budgets in recent years for our country.

budget

Since yesterday afternoon, we have been fed with hours and hours of programming in all current affairs channels with experts dissecting the budget. After having gone through these boiler plate stuff for so many years, I get a feeling that the reactions are mostly pre-determined irrespective of the content of the budget. As in, the verdict on the budget is along expected lines. Panelists from the ruling front sing panegyric paeans on the budget while those from the opposition usually sing the “disappointing” tune rather petulantly :(. Also for experts. For those with leanings towards the Govt. of the day, it is a transformational budget and for those in the other side of the divide it is “trashformational”!!! And for CII – any budget is a 9 on 10 budget!!! This satirical piece – Budget Criticism 101 from The Unrealtimes I feel is not a satire at all but the Annual reality :) :) . So I thought why not analyse the budget through a normal aam admi prism devoid of any ideological/political tilt?

As a responsible tax paying citizen of the country, I look for the foll. In the budget:

  • Does the budget spell out initiatives which can fuel growth in the Indian economy? Overall Economic growth brings in investments, increases jobs for all, raises salaries,…,…
  • Is there any transformational/game changing idea (or is it Big Bang) which has longer term impact for the country? – Like De-licensing, Gram Sadak Yojana, Aadhaar, GST,…,…
  • India is notorious for its archaic regulations and laws. Is the Govt. doing anything to make life simpler for doing business – local or foreign?
  • What’s in it for the poorer sections of the people – which is still significantly big in our country?
  • Finally what are the signals being sent by the Govt. of the day?

Looking at the Modi-Jaitley budget from the above perspective, my sense is that they have presented a “Smart” budget. They know very well that the expectations of all sections of the people are very high and had to do the balancing act to appease everyone. At the same time, elbow space for tough decisions is only available in 2015 and 2016. Beyond that the Govt. gets into re-election mode.  It appears to me that, from whole lot of things they need to do (which they have promised) they clearly prioritized the ones which needed to be attended to in this budget. And put off a few for the future. And I feel that’s the way to go.

  • The budget indeed brings in focus back to economic growth without being apologetic about it. Focus on infrastructure, Corporate Tax cut, Job creation,.. signal that.
  • Though there are no new transformational ideas in this budget – to be fair to Modi – he didn’t wait for the budget to announce a few. Ideas like the Jan Dhan Yojana, Swachh Bharat Abhiyan and Make in India – all transformational ideas were kicked off last year itself. This is a welcome sign. Finally GST gets a final deadline.
  • Cleaning up gets a lot of attention. Whether it is Swachh Bharat, Clean Ganga or for that matter Black money cleansing!!!
  • The Universal Social security net for all Indians is an interesting initiative. That it is through the insurance route comes as a relief. Otherwise India could end up suffering like most of the European economies with very high long term liabilities.
  • The Govt. has clearly for this year atleast prioritized on domestic investors rather than foreign if one looks at the introduction of SETU fund …and no major FDI relaxations.
  • The pandering to salaried class interests with more income tax cuts or other gimmicks have been I guess postponed for years closer to 2019!!!
  • Again things like flowing money to Smart Cities, Digital India are on hold in this budget. Means could tap the private route for these initiatives or will be taken up in the coming years when tax collections are more buoyant with better economic growth.
  • I see a lot of critiques on the increase of Service tax rate from 12.6% to 14% which will overall shrink our wallets. But I think this is a clear attempt to prepare all of us for the introduction of GST which will be at a higher rate of may be 16%!

Any budget proposal will have its share of misses. And there were a few in this too. However overall, I think it is a Smart, Working, Balanced budget which sets the tone for the economy to grow in the coming years. Taking up a few important issues and implementing them is better than announcing a slew of initiatives and outlays and messing up the outcomes. So in that sense Sir, it is a Plus budget!!! And I guess the FM scored well if not a centum!!

Budget2

India has indeed reached a sweet spot. We must now be in a hurry to change its status from #WorkinProgress to #JustArrived!!!

Deciphering the cAAPital Verdict!!!

IMG_1357Modi loses capital” screamed the headline in The Economic Times the day after the historic victory of Aam Admi Party (AAP) in the Delhi state elections. Not only the ET, but across the board the post-mortem narrative in the media by and large has NOT been about AAP winning but Modi getting thrashed. It almost seemed like for a man who cannot do anything wrong since Sep 2013, suddenly it is rigor mortis. Since the ascent of Narendra Modi as PM, for the main stream media, even a local body election has been a referendum on Modi’s Central Govt.  Even after wading through the muddy waters in Haryana, Jharkhand, Maharashtra and even J&K fairly successfully, the “Blow to Modi” war cry finally returned when the AAP Tsunami hit BJP in Delhi.  There is no empirical evidence to show that Delhi voted for AAP as they didn’t like Modi’s performance so far at the centre. But then media’s narrative in India is seldom based on logic or ground realities. The only empirical evidence we have ( a post poll survey conducted by CSDS for India Today group) actually points to the fact that though Delhi voted overwhelmingly for AAP, more than 60% still gave a thumbs up to Modi as PM and his Govt..  For the media it is almost unfathomable that Delhi could vote smartly by opting for “Modi + Kejriwal Combo”!!!  In fact this sub text emerged during opinion polls in Delhi during Lok Sabha Elections as well, but that got drowned in the overall din. While all criticism of Modi and his Govt. of 9 months are not all misplaced, some of it are clearly over the top. Let us look at some of the uncharitable ones:

  • “This verdict is against “Hubris” of Modi and the Modi Govt.

In leadership, it’s only a thin line which separates arrogance and being decisive. In the last 10 years, we took our earlier PM, Dr.Singh to the cleaners for being an epitome of indecisiveness. If one reads Sanjay Baru’s ‘Accidental Prime Minister’ – a tell all tale of India under UPA-1, it’s clear why and how “policy paralysis” as a result of Dr. Singh’s tentativeness pulled the economy down to the rubble. In the last few months we have seen this Govt. taking a lot of firm decisions (like transfer of secretaries, calling off talks with Pakistan,…) and they if viewed through a cynical prism may seem arrogant. It’s still not clear on how many occasions Modi or the Govt. have taken decisions which were supercilious. If this conclusion is because of things like the ordinance route the Govt. took to pass some legislations, then there is another way of looking at it. This has also sent a strong message all concerned of the Govt.’s intent and urgency to get things moving on the mining sector and land acquisition,… which have been issues impending economic activity in the country. While on this, I would agree with critics that the Govt. could have been more benevolent and offered the Leader of Opposition post to Congress instead of being churlish and probably could have given the Hubris tag a miss!!!

  •  “Modi has been focusing too much on foreign affairs”

It is a well-known fact that since the slapping of the retrograde retrospective tax, India had fallen off the foreign investors’ radar.  Far from being a potential “Break out” nation, we suddenly became a “fallen BRIC”! So for any new Govt. seeking to put India back on a high growth path, it was imperative to turn around the sentiments and send a signal that “India Means Business”. And that can happen only if the top leadership is seen making the commitment. Critics also say that he should focus on getting the confidence of the Indian investors first rather than those outside. Once again, it will be worthwhile remembering that the flow of the Rupee follows the flow of the Dollars.  If foreign investors starts investing in India, the Indian ones start following the script.  For instance,when the Carrefours, Walmarts, Metros, Woolworths started pouring dollars in organized retail in 2007/08, all the Big Indian groups like Birlas, Ambanis, Tatas,.. followed suit.  So it made absolute sense for this Govt. to reach out to the bigger economies like Japan, China and the US with a sense of urgency to showcase the climate change. And to a large extent it has succeeded. At the World Economic Forum in Davos in Jan, the buzz around India was back after a hiatus.

  • “This Govt. is all about “Show-baazi”

If one is talking of the hype around programmes like Make In India, Swachh Bharat Abhiyan, Jan Dhan Yojana,.. then the critique is utterly misplaced.  Any programme has to be conceived well, communicated well and implemented well. Make no mistake. It’s just one word which separates “Hype” and “Hope”. From a positive hype, emerges a hope for results. And believe you me, the strong messaging around these programmes is what started giving hope of a Govt. which functions. It may well happen that some of the programmes may fail or may not yield all the desired results. But then you cannot blame the Govt. for not trying. At the end of the day, the Govt. has to function and more importantly it has to be seen as functioning.

It’s not my intention to turn this post to an unending paean on Modi and his Govt.. There indeed have been few false steps which could have been clearly avoided.

  • “Failure in controlling food inflation”

Though the head line inflation as per pink papers has come down, for the aam admi, price of vegetables and food items has never come down. And so far I have not seen any serious attempt by the Govt. to do anything about this. Supply side bottlenecks continue. In fact, the PM must have taken this as a mission and gone after this from day 1. In the coming days till the economy takes off, this will be a nagging issue in the minds of the public.  To give an analogy, in Tamil Nadu, inspite of the fact that the Govt. is being run through remote control, there is visibly less disgruntlement (atleast for now). One big reason being the opening of ‘Amma Canteens’ which disperse food at economic prices. I don’t think there is any other state in India today, where one can have a decent full day meal for under Rs.20. In TN, you can, if you choose to eat in Amma Canteens. So much so, the Saravana Bhavans and their ilk had to cut their prices in order to compete and maintain their market share. Some food for thought this.

  • “Ghar Wapsi of Kaala Dhan”

In the run up to the Lok Sabha elections, I tweeted – “We will ensure India wins the World cup in 2015 – The only promise Modi has not made so far”!!! Among the slew of promises Modi made in rally after rally, bringing back Black money stashed abroad was one significant and at the same time silly I reckoned.  This business of Black money stashed abroad in banks illegally,.. is mired in a complex vortex of Global Drug mafia, Arms trade, High level political Corruption, Tax evasion,…,… in which many countries and their Govts. are willingly complicit. So the SIT and Enquiry commissions will keep spending months together (as they have been doing in the past) without getting anywhere. On the contrary, the Govt. could have focused on the Black money racket within the country. I would be surprised if the people in the Govt. don’t know that the Real Estate business in India is a haven for black money! Why not a regulator for that sector in the lines of IRDA or TRAI or SEBI first instead of going after Ghar wapsi of Kaala Dhan in vain?

  • PM not reigning in the fringe elements of the Parivar

It was completely expected that when BJP came to power with a majority, it will see the emergence of the fringe elements sooner than later. What is surprising is that the PM who tactfully handled and silenced these in Gujarat didn’t anticipate and have a pro-active plan this time. Like for example, identify the louder elements and put them on some activity trap like “Spreading the values of Vivekananda”,.. in countries abroad using some NGO front organization. They will also feel important to roam around in exotic locales abroad and at the same time you are silencing them in the country. This will ensure that there are minimum distractions. Otherwise a distraction a day will keep the Govt. at bay! We saw this during the last parliament session.

Outside of the few blips I have outlined, there has been a lot going for the PM and his team. Like getting the right people in Key ministries unlike Dr. Singh who was constrained on this, being different and creative in his approach like getting the state CMs to attend the meeting of Mission heads recently pushing Mission heads to focus on getting Dandha for the country, setting up NITI AAYOG,…,…. So it is my opinion that it is utterly malicious for the commentariat to see the “cAAPital Verdict” as a manifestation of the dissatisfied voice of the Nation! This argument can’t get more specious!

When quizzed about this Govt. in Dec I think, Arun Shourie quoting Akbar Allahabadi said, ‘Plateon Ke aane ki Awaaz toh aa rahi hai, par khaana nahin aa raha!!!’ (The sound of the plates can be heard, but the food doesn’t seem to be coming!!!).  One hopes that in the Budget and the days after the Govt. puts the Delhi shock behind and stays the course on its Pro-Growth promises made so that people get to smell and eat the food as well.  That will keep the mouths of the critics busy in chewing the food rather than spitting venom on the Govt.!

Postscript: Same time last year, when Arvind Kejriwal resigned as CM, I wrote this piece – “The loud Wake AAP call”. Read here. Looks like both the aam admi and the AAP heard the wakeup call loudly that time and today are out of bed and on their way to office while the BJP, got up and hit the snooze button. Well, the Congress has not yet heard the wake up thud and has adjourned itself Sine Die!!!

A watch on “Swachh Bharat Abhiyan”!!!

“I have read in history and folklore that kings in those days used to take rounds of the countryside in disguise to understand if aam admi are happy in their regime. I thought I will also ape that idea and do some MBWA (Managing By Wandering About) in disguise to mainly see for myself how this ‘Swachh Bharat Abhiyan’ is working on the ground.  I chose to move about in the guise of a Sardar (clearly avoided the pinned stripe suit and all :) ) and do the wandering about this Sunday morning in a Mumbai suburb – Mulund where I was holed up in a friend’s house. I chose Mumbai because of my firm belief that if we clean up Mumbai, we can clean up any place!!. Over the years Mumbai apart from being the “Melting pot” of different cultures, had also become a cold pan of civic apathy.

As I started my morning walk, though its’ a Sunday early morning, as it is typical in Mumbai, the roads are quite busy. And what I saw in that 1 hour walk set me thinking:

  • Just next to the gate of the building I stayed, stray dogs were devouring the contents from inside the BMC (Brihanmumbai Municipal Corporation) dustbins and thereby littering the whole place. The place was also wreaking with foul stench. If only the bins had tight lids I thought.
  • The road adjacent has a large peepal tree under which I saw a heap of banana peels. This must be a regular place of a banana vendor I reckoned, where people come to eat bananas after their meal, eat and throw the peels on the road there itself. After all it is the job of the municipality to clean up the next day!
  • Just ahead where a few chawls line up both sides of the road, a young lady was helping her infant kid to do his morning chores right on the side of a drain.
  • As I was wondering “if Swachh Bharat will ever become a reality?” a set of volunteers wearing uniformed T-Shirts got down from a bus and swiftly got down to the task of cleaning up both sides of the L.B.S.Marg. I was impressed to see them coming fully prepared with all kinds of paraphernalia needed for cleaning. Interested in knowing about them, I engaged in a conversation with an elderly gentleman who seemed like a leader of the group. He mentioned that like-minded people have all come together to do their bit in response to the Prime Minister’s clarion call to clean up India. So every Sunday they spend 3 hours in different parts of Mumbai and today was Mulund’s turn. Not bad I thought.
  • Just as I watched them cleaning, there were dividers on the road with signage of “Green Mumbai, Clean Mumbai”. One could hardly read the signage properly as they were half buried in red paan stains. I thought to my mind that this paan chewing is a curse for our country. Many young and old, rich and poor, literate and illiterate, men and women all take the pleasure of chewing paan and spit the red juice on the roads, walls, steps, stairs in short wherever. No amount of the poor volunteers cleaning week after week is going to make India clean if this paan spitting is not stopped in public places. Ills of spitting in public itself can be a topic of one “Man Ki Baat” broadcast.
  • While I was pondering on this, I saw a pretty young girl in her teens walking her dog and she wanted me get out of her way. I stopped my MBPA (Managing By Pondering About :) ), mumbled a Sorry and moved to the side. She walked ahead and then stopped for a while as her dog pooped well, yes on the road. The PYT got immersed on her phone while her pet nastied the public place and then continued to walk when her pet finished its quota of Aswachh Bharat Abhiyan :( :( . In most of the developed countries pet owners are required to clean up their pet poop.
  • As I turned towards the corner and headed back to my place, I saw a paan shop littered with cigarette buds and Gutka packets (And I thought Gutka was banned in Mumbai!), crushed sugar cane trash of a juice vendor lying on the road so on and so forth. Can’t they have small dustbins outside their outlets and get their customers litter into them?

The one hour stroll in Mumbai was enough for me to understand where the campaign is working and where it is not.  

  • While it is good to nominate celebrities and entities to get involved in the programme to get visibility and continuous awareness, that in itself is not enough
  • Any amount of cleaning is not enough unless aam admis realize that they should not litter in public places.
  • And in public places there aren’t enough dustbins.
  • Cities with more population are dirtier than smaller towns and villages.

 On my flight back to Delhi itself I thought of the next steps for the Swachh Bharat Abhiyan. 

  • Focus first on the 6 metro cities, then next 14, then the next 30 and so on. Build on one success after another.
  • Carrot and Stick approach towards implementation of the programme. Rewards for success and introduce stiff fines as deterrence.
  • Call a meeting of the municipality heads in these cities to get them involved.
  • Get Municipality wards to provide dustbins in every conceivable public place. Involve large corporates to give dustbins as CSR initiative.
  • Competition among wards and awards for the cleanest wards.
  • Involve set of NGOs to do repeated door to door campaigning for creating awareness about not strewing in public. Duplicate the success of the door to door polio eradication campaign.
  • Collect all who are involved in begging and “transform” them to “Swachhata watchmen”. Find a way to empower them to collect “On the spot” fines when they catch people red handed for paan spitting, not cleaning up dog poops,…
  • Request the celebrities who have been nominated to focus on spreading awareness about not littering rather than just spend few hours cleaning with a jaadu.
  • Tell Arun Jaitleyji to levy a x% cess on companies earning more than 100 Crore profit in a year in the forthcoming budget to fund the campaign
  • And finally in order to put the foundation for a clean India, call up Smriti behen and get her ministry to include importance of public cleanliness in school curriculum to indoctrinate “Swachhata” from childhood. 

As the Prime Minister of this country who brought the issue of cleanliness to the public agenda, I have to keep a watch on this Swachh Bharat Abhiyan and make sure that this campaign succeeds. We indeed have to wake up to a “Clean India” in Oct 2019. And for that if I have to disguise myself and make more clandestine trips to different parts of the country and continuously crowdsource ideas so be it” !!!

Swachh

That was a bit of imagination going wild – as if our PM Narendra Modi himself hits the ground to check what’s happening and taking some corrective actions!!!

Image courtesy: India Today

“Ideas Mela” – What an Idea Sirji !!! Part – 4

 “All the forces in the world are not as powerful as an Idea whose time has come” – thus said the famous French writer Victor Hugo on the power of Ideas. I think today the world – whether it is managing an enterprise or Governing a nation thrives on 2 I’s – Ideas and Implementation. In marketing and communication, “What’s the Big Idea???” is the question often asked but with few answers. Great Ideas are few and far between. Hence the need to celebrate the power of great Ideas and the people behind the same.

In these posts “Ideas Mela”-What an Idea, Sirji!!! series, I share interesting marketing Ideas which I come across which have used unusual and innovative media which made me say “Wow”. These posts are not about great marketing campaigns (there are so many) but “Big Ideas” hidden in “Small places”, novel ad placements, innovative media adoption,…  If you have not, do read my earlier posts Part 1, Part 2 and Part 3 and here’s some great stand out Ideas from the recent past:

  • For a great Idea, concept is the Key. Yes, in the Tata Zest car Campaign, that literally was the case. Readers received The Times of India (TOI) paper dated 26th Aug, with a “Car Key” and an invitation to test drive the car. A smart innovation to a normal full page ad which would have been just an also ran.

TOI,Zest

  • It’s now well documented that BJP ran a Hi voltage 3600 campaign in the last Lok Sabha elections. “Abki Baar Modi Sarkar” resonated all over. But the stand out phenomenon was the way they used social media to reach out which I personally got to experience. On the day the BJP Manifesto was released, when I tweeted using #BJPManifesto, lo I got a direct message from Narendra Modi’s twitter handle, thanking me for the message with a link to the full BJP Manifesto. Anybody who tweeted with that hashtag got this response. Normally I don’t read manifestos of parties and so I believe do most of us. But on receiving this, I did do a quick read of the party’s promises.
  • Talking of promises, a marketer’s job is always to communicate the brand’s promise effectively to the customers. And what better way to do that than providing an experience. So when Emami launched their men’s deodorant – HE, they chose the International Men’s day to spread the brand promise, well literally. The TOI newspaper of 19th Nov. smelt nice of the HE Deodorant, making the product stand out or rather smell out. (Though this is not the 1st time a brand used the smelling newspaper route – HUL used It for their coffee as well before)

Emami HE

  • HUL has been a torchbearer in India for marketing innovations. So was not surprised when they chose to tag along with the Prime Minister’s social awareness campaign – Swachh Bharat Abhiyan to promote their products. “Toilerforbabli” was an interesting social media campaign supported by Domex (a sanitation related product) where they goaded people to blog about sanitation, cleanliness,.. and invited people to join their effort to make India’s villages “open defecation” free. Read more on this campaign here. The brand and cause association makes it a Big Idea.
  • At times, you find great Ideas parked in unforeseen places. In the parking lot of a mall for example. At the parking lot of Mumbai’s Inorbit mall, the automatic entry gate was seen wrapped with branding of a store (Me n Moms) that was in the mall. As cars stop in front of the gate for a few minutes to collect the parking ticket, this branding cannot be missed. A brilliant Idea which I am sure that doesn’t cost a parking lot.

Hypercity,parkinglot,102014,1 (1)

  • If you have been through the passport issue routine in India recently, you would have experienced the waiting ordeal. As I was killing time, watching whatever was dished out on the TV screens there, I was impressed to see a pop out spot for Godrej Safes running continuously which said something like– “Keep your passports safe in Godrej Safes!!!” Again the placement of the spot takes the cream for a fantastic Idea.
  • I have said this in my earlier “Idea” posts. I have always found interesting Ideas at PVR Cinemas in Mumbai. A few days before the film PK was released, the guys at the cafeteria were wearing this PK T Shirt as part of its promos!!! Thankfully they did wear something unlike the alien in the movie!!! The whole marketing campaign for the film was excellent and this bit was quite interesting. Do you remember seeing this???

PK promo,122014

  • And among interesting Ideas this one which I just saw couple of days ago takes the cake. There are many ways to caution people not to drink and drive. And a toll naka is one of the apt places to remind this I guess. And it is more apt is this reminder is served by Lord Yamraj (God of death) himself. So here it is a seemingly innocuous banner at the Mumbai Airoli Toll Naka which cautions people not to drink and drive with a visual of Lord Yamraj on the side view mirror which prominently says “Objects in the mirror are closer than they appear”!!! I don’t know who came up with this Idea but hats off and What a brilliant Idea, Sirji!!!

Airoli Toll

 In the meanwhile, Idea Cellular the brand behind the “What an Idea, Sirji???” continues to impress with its latest campaign – called “IIN” – Idea Internet Network!!! What an Idea!!! Till the Idea for the next blog post, cheers!!!

“Notes” from the “Season”!!!

For long as I remember Chennai or for the romantics – Madras had 2 seasons – Summer (for almost 340 days) and the “Music Season” for a month straddling December and January.  But since the 90’s, “Season” has come to mean the Music Season and is quietly giving Chennai its place under the Sun due to its uniqueness and unparalleled virtues in the entire globe.  The last time I was in Madras during the Season was I think in the late 80’s before the evolution happened. So when I got an opportunity this time over to be in Madras last week, though just for a couple of days, I was excited and was keen to record for myself the notes emanating from the streets, sabhas, well practically from all over!

I don’t think there is any other geography in the world where there is such a confluence of artists and their music as in Madras during the Season. Such is the carpet bombing of concerts of artists of varying hue that one is spoilt for choice.  Since I was there only for 2 days I didn’t face that problem and had to pick up from what was available on the calendar. Which is made simple these days with the many “Season apps” on your smart phones where you can search by date, time and the artist. So there I was on the 1st day of the New Year at the Music Academy at 9.00 am for the 1st programme of 2015 (surprisingly Free Entry) – A Flute recital by Shashank another child prodigy of our times.

Academy

While I leave it to the musically erudite to write about the nuances of the Gambira Vani ragam and Evari Mata Kriti,..,… he played that day, let me stick to the interesting things happening around the Season itself.

The Season is unique in many ways. One shouldn’t be surprised if

  • you get to see a packed house at 9.00 am on the New Year day that too for a typical old world Classical music programme!!!
  • in what has become a sponsor driven entertainment industry, you see a clean stage as I saw that day at the Academy without any ugly sponsor branding elements
  • outside the concert hall, you see somebody talking loudly (no surprises here 😉 ) on the mobile phone about the gradations in the rendition of O Ranga Sayi in Kamboji raga by so and so artist which he just heard
  • you see an elderly wishing well – (Nanna Varuve) to a young lad may be all of 10 who would have just finished his concert ofcourse in the morning slot
  • you catch many young things taking notes assiduously while the concert is going on and discussing among themselves in what beat the song was played or such technical stuff in between the programme yes mostly in Yankee accent 😄
  • the mama sitting ahead of you rudely turns around and scoffs at you, “We have come to hear his music and not yours” 😒.  This is when you slightly got carried away by the performance and started humming along in your lesser mortal voice!
  • you see elderly men during the concerts displaying emotions as if they achieved multiple orgasms 😃 😃
  • mobile phones don’t ring at all during a 2 hour concert or you don’t get to see people talking on the phone during the programme like we are used to in movie halls!!!
  • the person sitting next to you appears to be in deep slumber but wakes up at the right times to clap his hands to express his appreciation 😃
  • you repeatedly hear words like Baley Baley and Besh BeshTamil words which have otherwise disappeared from everyday lingo
  • you heard that folks attend concerts not just for the taste of music but also for that of the food served at the Sabha canteens. So don’t be surprised also if you see ads in newspapers prominently displaying the name of the caterers alongside the day’s programme during the Season. Caterers like Pattappa (Padmanabhan at the Academy) and “Mountbatten Mani” (what a name :) ) have become brands in their own right.
  • you observe the sabha canteen food getting discussed and also reviewed in the magazines doing the Season beat. “The Canteen Kaapi was better than the Kaapi (ragam) rendered by the singer” was a popular line of late music critic and sharp wit Suppudu. Today don’t be amused if you hear – “innikku kacherila rasamey illa” (No rasam in today’s concert). It could very well be about the canteen menu rather than the concert 😃 😃
  • you mistook a concert hall to be a godown of silk saree clad mannequins 😃. For, in these days of Televised concerts (Marghazhi Maha Utsavam in Jaya TV, Chennaiyil Thiruvaiyaru in Vijay TV,…) mainly sponsored by Silk Saree vendors is it a crime if you want to look good on camera and where the programme is beamed across continents???
  • the media completely misses the mass “Gharwapsi” which happens every year in Chennai during the Season!  I’m talking of the visiting NRIs, PIOs, Pravasis and what have you who religiously come back to their roots in Chennai to revel in the Season’s proceedings. In the process also fill up all the hotels, service apartments,.. in and around the music catchment area!
  • you happen to catch bureaucrats, police officers,.. who are otherwise stiff necked wearing a relaxed look in Veshtis occupying front rows in sabhas and catching up with the latest in music!
  • the hardcore Carnatic music notes which hitherto heard only within the hallowed walls of sabhas like the Music Academy, Narada Gana Sabha,.. are now heard even in slums that too during the Season. Yes, in an attempt to take the Carnatic music outside the ring of a certain elite – few musicians like T.M.Krishna, Unnikrishnan,.. have for the 1st time come together to stage concerts in and around areas where fisherfolk live. Read more about this novel effort – Urur-Olcott Kuppam Margazhi Festival here.

Carnatic music has not transcended class barriers” has been a refrain of many including musicians like T.M.Krishna. I don’t think this was result of some grand Design or for that matter by Default. It could be due to plain exposure or lack of it. In that sense the global awareness of the Season thanks to the NRIs on the one side and taking the “Season to seashore” as in Urur-Olcott Kuppam Margazhi Festival on the other side could help in transcending all barriers I feel or so one hopes. In fact this was the dream of one of India’s finest filmmakers K.Balachander (KB) who in one of his many hit films – Sindhu Bhairavi weaved this thought of taking Carnatic music to the masses. KB who passed away few weeks ago must be a happy man to see his dream taking actual shape.

On that note,”Season’s Greetings” and until the next Season, have an awesome year 🎵🎵

111204-Sunday Mag-Chennai Music season Toon Credit:Keshav

Can Rajini???

The feeling is almost the same. That feeling when India fails to win inspite of Sachin (or for that matter Kohli now) scoring a masterly century under trying circumstances in a second inning of a test match. Because others fail to do their bit of scoring a few runs required at the end or the bowlers failing to take the wickets in time.  The feeling after watching Lingaa, the latest outing of the “Superstar” was no different.  Rajinikanth in a dual avatar punches above his weight in the film but the story, the script, the director, the music and even the dialogues which lack the usual punch have let him and his fans down badly. Frankly Rajinikanth, coming after an illness which forced him to take a break from movies amazes with his energy and tries to lift the tiringly long movie from ruins. So cannot blame him if the film disappoints his fans but eventually it is his film and so the buck will stop with him I guess. The verdict was clear when my 7 year old daughter who doesn’t get tired of watching the many re-runs of Robot or Shivaji started pestering me as to when the interval would come :(.   Lingaa may still end up being a top grosser at the box office but would not end up in the echelons of Rajini’s best outings.

Most of Rajini’s films in the last 2 decades were based on a central template of “Riches to Rags to Riches (R2R2R)” replete with punch dialogues and other formula items. I hear that Rajini is very careful in giving a go ahead to a script and chooses his director carefully. So when directors gets a chance to make a film with Rajini as the lead, they first consider themselves very lucky. And while directing Rajini, they look at themselves as among his Numero Uno fans first and his “Director” later. So they invariably get conscious of the trappings around Rajini’s image and try their best to stay close to the central theme and the formula.  So whether it is Muthu, Baasha, Annamalai, Arunachalam, Padayappa or even Shivaji they all follow the “Rajini patented R2R2R2” leitmotif. It was a welcome relief to see P.Vasu in Chandramukhi and Shankar in Enthiran (Robot) deviating from the R2R2R theme and still emerging successful.

The question is how long is Rajini or his directors going to flog the same template? As long as it continues to work and rakes in moolah would be the answer I guess. But first with Kochadaiyan and now with Lingaa I feel that the fatigue is setting in. As we saw in Lingaa or for that matter a few years back in Baba (Rajini’s 1st unqualified failure in 25 years) just the Rajini factor may no longer be enough to sustain that Thalaivar aura. The script does play a role. So, what next for Rajinikanth?  As part of the barrage of unsolicited advice he must be getting day in day out, here’s mine.

Looking ahead, he could look at two other people in India who have similar stature and faced similar conundrums in life.

Comparing Rajini’s career with that of Sachin Tendulkar’s may be odious but may be worthwhile. I was always of the opinion that Sachin who carried Indian Cricket on his shoulders for years delayed his retirement from Cricket few years late. He could have retired much before giving us the opportunity to see his stumps cartwheeling against rookie bowlers. As the cliché goes, it is better to retire when people ask “why” and not “when”. Similarly for Rajinikanth it would have been better if he had called it a day after Enthiran. A film in which apparently he was not the 1st choice, but made it a humungous hit with a stellar performance thereby unleashing the larger than life “Rajini phenomenon” and ofcourse the myriad jokes. Director Shankar whose initial choices were Kamal Haasan and Shahrukh for the main leads resorted to Rajini after he realized that only he can make producers fork the mega budget that film called for. Signing off in style post Enthiran on that “high” would have been a fitting climax for an individual who was an outsider in the industry. Now that he didn’t, with Kochadaiyaan and now Lingaa, the conundrum for Rajini begins, I reckon. Decades ago when their careers were going parallel, Kamal started venturing into producing his own films.  I remember reading an interview where Rajini was asked if he will get into production. His answer that time displayed profound wisdom and maturity. He said that he was not keen on producing films because if the 1st movie becomes a hit, the temptation would be to make a bigger hit and if it flops, then the desire would be to deliver a hit. So he felt that it would be a bottomless pit and was happy just acting in movies. Well, I guess with his growing stature and compulsions he had to tweak that philosophy of his. But now I feel he should have applied that wisdom while signing up new movies post Enthiran.  Now that things have come to this head, he can look up to his friend and another successful individual Amitabh Bachchan and take some cues.

Amitabh a mega star and brand in his own right, these days cherry picks his movies and roles where he doesn’t have to play the main lead but where he can leave an impact on the role and the film. This way he is not weighed down by the expectations from a lead actor but at the same time is able to satiate himself of his creative urges and that of his fans’ unending appetite to see him on screen. One or two movies a year in cameo roles till his health and will permits could be a middle ground for the Superstar.

rajini

The moot question is, Can Rajini look at the above options?? Or will he dig into the R2R2R2 template yet again?? Only time will tell.  Well as the folklore goes, “If Rajini can’t, nobody can”. Isn’t it?

On that note, “Dear Birthday, Belated Rajinikanth wishes” :) :)