100 Days of Action


‘A Vision without Action is just a Dream’, the thought itself is a cliché but its philosophy is deeply rooted to the very concept of being, i.e. ‘Doing’. Quite recently I happened to come across this interesting development at TED Talk. TED has risen to being a platform that mirrors the status quo, the dynamism, the possibilities our world holds. It captures ideas in the form of talks, ideas which they feel are worth spreading. ‘Ideas worth spreading’ has been the tagline of TED since its inception, but now there are plans to change their mission from spreading to doing. TED may have a new tagline ‘Ideas worth doing’. This change in mission yet again reflects what our world needs. The way our world is moving today it is not just about great ideas but how can we implement those ideas so as to create a ripple effect of the greater common good and change the lives of millions. With this thought TED even before saying what they intend to in the form of a tagline is doing what they intend to say. Thus TED is not just spreading the ideas but it is also following up with the speakers and keeping track of how they are changing lives based on the ideas they shared. How is the shared idea being converted into action, how are these ideas in action impacting the world and hence creating the second level content. TED is indicating a paradigm shift around the world – the shift from ‘Spreading to Doing’, because great ideas mean absolutely nothing until they are put into practice.

The reason I choose to delve on this paradigm shift is because something similar is happening closer at home. Our country has earned itself a breath of fresh air, because big words that dominated our democracy are being converted into action, the action called – 100 Days of Modi. The spirit of action was a common thread that ran all along right from his election campaign and manifesto, to the recent budget and his vociferous speech he gave on Independence Day. The spirit is not just restricted to words and promises but it is moving beyond the realms of planning and getting converted into action. These actions come with a proof of performance, changes are unfolding and driving a positive sentiment. Although it isn’t about big overhauls but more so about small beginnings, which in itself is a big thing. Until now we as a country have been fed excuses, “We don’t have funds” “We lack the required infrastructure” but here we have 100 days that have seen considerable action. I attempt to capture this action, GDP touched 5.7 other important economic indicators like retail inflation, exports, fiscal deficits have shown considerable improvement for the quarter ended June 2014. Sensex has hit a record high of 27000 points, investors made 65000 Crores on Modi’s 100 day completion. All of these are positive sentiments. Further on Modi’s vision of Digital India has begun to roll into reality. e-Visas as an idea has entered the implementation phase. The introduction of electronic visa facility in India could double the annual tourist arrival to over 12 million in the next five years. With e-Visa in place foreigners can apply for their visas online and get them online. This will not only ease out the process but with the increase in tourists new money gets generated for the country and everyone from the macro tourism industry to the micro level street vendor benefit. Also concepts like e-governance, e-learning, and e-commerce are being consciously focussed on. Even Telecom companies are preparing for the Digital India. When each Indian will own a phone concepts like e-governance, learning and commerce will change the face of India. Modi’s dream has made Telecom companies see India in a different light, it has made them pull of their socks and prepare for Digital India. Telecom companies have begun to develop tools for Modi’s Digital India and channelizing spends to it. The talks about financial inclusion have seen action in the form of Jan-Dhan Scheme in which 15 million bank accounts were opened on the first day itself. Top three Auto industry players Maruti, Hyundai, and Honda have achieved their record sales. Also bullet trains which were a farfetched, often talked about dream until now has witnessed action in the form of some high speed trains with lesser stops being introduced and some deals being struck with Japan during Modi’s last visit. The government has also reserved 10000 crores for new businesses, i.e. start-ups. Modi spoke of focus on skill, speed and scalability to ensure development and these actions exactly reflect the framework. Its empowering people with skills. This will act as a new dawn for the era of entrepreneurship in India. Even Reliance, Wipro, Tata and the likes are spending more money in entrepreneurial ventures.

Thus if we were to correlate the 100 days of action to what is happening internationally on the lines of government initiatives, industry changes, and people heading towards entrepreneurship we will see a greater overlap today than ever before. For the first time in history of India global realities, our government, businesses and people all of these are coming together. Hence we can safely say good times are coming, ‘Acche din aa rahe hai’. 100 days of action is just a precursor a lot more action awaits. As Modi rightly said while speaking with children on teachers’ day “It is important to do things rather than dream”.

Note: This piece was originally written a month back for a leading publication, unfortunately did not publish it as this was not part my mandated topic.

I must also add the most audacious and most impactful campaign ever mounted by any Indian government in free India: “MakeInIndia” .

Big Brands – Bigger Purpose


 

Commitment to quality and values

The above statement isn’t a mere vision statement that companies put on their walls but a mark of authority that is etched into brands like Tata and Aditya Birla Group and forms the core of each of their endeavors. Both these groups have been a beacon of trust for years and have set standards for everyone else to follow. They are the fulcrum and the inspiration on which New India has been built. Today we’re going to take a look at one dimension of the brands to try and decode why they are what they are.

Like all other practices, Tata Group’s communication also puts ‘people’ at the heart of it. Long time back when Tata came out with the corporate campaign for Tata Steel, it connected with people on a socially relevant basis without taking away the relevance of its brand. Tata Chemicals’ ‘Desh Ka Namak’ campaign for Tata Salt was based on bringing back values like honesty that have been long forgotten in our country. Over the last two decades, Tata Salt has lived up to its claim of being ‘Desh Ka Namak whether its change in behavior or business numbers’. According to Nielsen Retail Audit, March 2011, each month more than 50,000 metric tonnes of Tata Salt is sold through over 12 lakh retail outlets reaching 50 million households across the country.

Perhaps one of the most defining campaigns of the last decade was Tata Tea’s- Jaago Re. Jaago Re was a cause based initiative taken by Tata Tea in 2008 with other NGOs and non-profit organizations to create awareness on certain issues plaguing the country around elections. The aim was to awaken the nation to the fact that they tend to hold the government accountable to various mishaps and encouraged them to participate in the functioning of the country’s politics by voting. The campaign received numerous accolades and was an extremely successful campaign.  Taking the good work of Tata Tea forward, Tata Capital positioned itself on the platform of ‘Doing Right’ and putting people above oneself. The brand and its communication propagated the virtue of selflessness- projecting right values, putting people first and preaching what is right. Coming to jewelry, the recent Tanishq campaign from Tata celebrates the second marriage of a woman which has always been frowned upon by our society. It is a brave and progressive attempt by Tata which has always been the agent of change in this country and showing the way to others.

Tata’s commitment to the nation and the society for all these years without losing focus of its business has led to it being one of the most responsible, credible and transparent brands in the world. This is a message to other businesses and brands who are not consumer facing to take a leaf out of Tata’s book and make a social connect along with the business connect. There’s something in the DNA of Tata to build brands which have social commitment and respect for the same values. Apart from this, championing acts like Tata Nano to empower the middle class is really magnanimous and commendable.

Another brand which has set an example for others to follow is the Aditya Birla Group. Whether it’s their corporate campaign which in spite of its larger than life feel, yet retains a strong connect with the masses or its Birla Sun Life Yuvraj Singh campaign which aimed to inspire mass India with the personal triumphs, trials and tribulations of Yuvraj, who like a Phoenix, never accepts defeat. The biggest triumph for the group came in the form of Idea Cellular. Idea has always come up with campaigns which have been for a greater cause.

In 2007, the brand came up with a campaign ‘What an Idea Sirjee’ taking up the caste issue plaguing the society. This series included campaigns like ‘Use Mobile, Save Paper’, ‘Walk When You Talk’, ‘Education for All’, ‘Democracy’ et al. Idea took up several causes plaguing the society and provided brilliant solutions to it without the brand losing relevance.

The world is changing very fast. And in this changing world unfortunately, values are taking a backseat. Fortunately, for us there are brands like Tata and Aditya Birla Group which stand tall and firm like a lighthouse showing us light amidst a sea of doubts while guiding us towards the right port.

 

-Published in Business Standard  09th of december 2013

 

 

The bigger the brand, the larger the heart.


The bigger the brand, the larger the heart.

Published in Business Standard on the 9th of December 2013

When you witness Tendulkar getting out along with Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper…


One of the perks of being in advertising is to be privy to some of the most intimate moments of the history; in retrospective I recollect one, as Sachin is hanging his boots in few days I owe it to myself to narrate this amazing event to the world. It was in 2002, while working on a world cup cricket campaign for LG electronics; I was shooting 36-television commercials at a breakneck speed for the world cup in South Africa. LG tied-up with ICC as the primary sponsor and was allowed by ICC to use all participating 14 team captains for publicity hence the campaign with 14 captains ( “Cricket first” was the campaign theme), we got the time for shoot allotted by ICC in Colombo Sri Lanka whist the ICC champions trophy being played in that country. We had around 6 days to shoot all 14 captains, were allowed a couple of hours a day with out upsetting the team schedules.

photo (10)

We parked ourselves at the Hilton Colombo and marked several locations in the hotel for shooting different commercials to save time, one such location was the penthouse suite; One of the days when we were set to shoot the combinations with Nasser Hussain, Waqar Younis, Shaun Pollack, Stephen Fleming and Carl Hooper, while Nasser Hussain was getting ready for his shot, I was watching India playing Zimbabwe in one of the bedrooms sitting in center of the bed, soon I was joined by the legendary bowling captains, Waqar, Pollack, Flaming and Hooper.

Soon the bowlers were glued to the TV watching the Indian “God” batting, I still remember the mesmerizing site of four bowlers watching master batsman Sachin bat,  like little kids seeing an instructor play. I was pinching myself for what I was witnessing and then all hell broke loose as Sachin gets out cheaply to Heath Streak or Henry Olongo, In unison you see all four raising hands in air and say “Shit” with utmost disgust and argue amongst themselves about, how unfair the life is; while Pollack says “ we all are always asked to bowl straight and we follow that religiously and look at this bloke bowling wide outside the off stump and the master decides to ignore all his discipline and reaches the ball to give a catching practice to the second slip.” “Why does this bowler gets “Masters” wicket so easily? And why do we have to slog for days to get him?” adds Waqar.

I can never forget how lucky I was to see the greatest bowlers of all time discussing about Sachin’s batting and putting the kind of importance to his wicket in their life is simply amazing, bowlers around the world practice relentlessly for months and years to get him out is a testimony to his greatness and being a witness to such an event makes my 34 years of advertising career worth the while.

Why only Kumbhmela? Why not Uttaranchal?


Why only Kumbhmela? Why not Uttaranchal?

So what if we can not beat them in football?


Image

2013 is a very special year for Cannes lions as the festival completes sixty amazing years of celebrating creativity, India joined the party late but nonetheless quickly made an impact with Fevicol in late 90’s thanks to Piyush and his talented brother, Fevicol went on to become an icon for Indian creativity till Times of India and Agnello Dias took to the center stage. TOI and Agnello became synonymous with India creativity after winning a Grand Prix for Lead India same year Leo Burnett joined party with an incredible print campaign for Luxor with a record six lions including two golds. No one had ever expected India to out do that performance. With 2009 success Paddy emerged as a new star and soon teaming up with his onetime partner Agnello to launch TapRoot India.

TapRoot started playing a key role in taking Indian creativity forward, they not only had tremendous commercial success but have also been the torch bearers of Indian creativity, to draw a parallel one wondered what would happen if Piyush and his generation creatives were to retire? Well like in India cricket found the answers in Virat, Rohit, Shikhar, Raina and Bhuvaneshwar Kumar. So who is in Indian Advertising after Piyush, Balki and Prasoon? My answer would be Agnello, Paddy, Kennu, Rajiv, Nitesh and Arun Iyer these boys have taken India forward while Paddy lead TapRoot charge of 6 lions Kennu/ Rajiv lead Ogilvy’s with a record 10 lions.

The fabulous India show at the sixtieth Cannes special raked in 32 lions and come close to beating Brazil in print. I am sure the generation next will take India to the top summit soon as young Brazilians creative leaders did after Marcello Serpa.

iPopsArt


iPopsArt

Cannes.France 2011

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