Each time a criminal been elected
A nation is been raped.
Each time a businessman extend a bribe
A nation is been raped.
Each time a commuter in a metro becomes a mute spectator to eve teasing
A nation is been raped.
Each time a biker jumps a red signal
A nation been raped.
Each time you employ a sixteen-year-old maidservant
A nation is been raped.
Each time you let a goonda vote for you
A nation is been raped.
Each time you state your caste
A nation is been raped.
Each time you visit a charted accountant to fudge a tax rule
A nation been raped.
Each time you wish you had a son
A nation is been raped.
Each time you silently loath a wrong by a government silently
A nation is been raped.
Anna is a simple man, so was Gandhi.
Anna started by changing himself and then his village so did Gandhi.
Anna preaches non-violence, so has Gandhi.
Anna is a stubborn man, so was Gandhi.
Anna rallied young India, so did Gandhi.
Unfortunately the comparisons stop here.
Anna is a Gandhian but not a Gandhi. I respect Anna for his honesty, simplicity, his stubbornness, intent and his peaceful methods. Leaders are always born out of adversity, when India is going through her worst leadership integrity crisis, Anna took upon himself to rally people against corrupt politics and society, a simple, quite Gandhian turned into an agent of people’s conscience.
Anna’s success came because of young India taking to streets, a movement fueled by anger and helplessness of young men and women, who silently witnessed the powerful leaders and businessmen shamelessly looting their treasury.
When corruption reached parliament, when policemen started to rape and molest little girls, when army men stoop to steal wealth, when politicians blatantly amass disproportionate wealth, When educated entrepreneurs cook-up account books, when Baba’s hide rooms full of gold and silver and when temple incomes bulge more then a state’s. You know it’s only a matter of time for a catharsis and indeed Anna became the fountainhead of this revolt.
After Jaiprakash Narayan no other leader mustered as much support as Anna. Jaiprakash Narayan succeeded in changing the government because he supported a newly formed cleaner party with leaders of intent and integrity. The agenda before the nation was clear: vote out the Nazist congress party, people understood and implemented. When people empathize with issues they need an action point and Jaiprakash Narayan provided one.
Mahatma Gandhi too understands this human truth like any other successful leaders in the history, Gandhi always gave an action point, be it making salt or burning British made cloths or asking the mighty British to “Quite India”. Any mass movement should have an actionable end. Even the recent “Occupy Wall Street” had a definitive action point to just occupy Wall Street. Simple enough for people to understand and execute.
Anna should go beyond appealing to people to come onto the streets to protest. He must give an action point, if one were to say “ Vote for Lokpal or Quit parliament” and if one were to give the agenda of pushing every local MP to vote or resign, there would have been an action plan for restless young Indians to execute.
I believe Anna will become a true heir of Gandhiji, if he becomes as shrewd thinker and as clear visionary as Mahatma is.
One of the biggest debates in the marketing and advertising circuits for a while has been on what makes a brand cultish? Any popular brand, which is not cultish, is generally considered as Iconic brand. Well does this call for debate or clarification? I am only qualified to do the former, let me try and put forth my understanding and learning before I let others to vent theirs.
Whether the brand has a cult / iconic status or not it must definitely stand the test of time. Both these statuses demand a brand to stand for values beyond functionality and must be rooted in popular culture and find a place in people’s lives over a long period of time.
Cult Brands: Apple, Volkswagen, Harley Davidson, Star trek and Benetton.
The word “Cult” originated from Latin word “Cultus” meaning worship or religious practice. And by extension it had started to connote the cultural aspects of religion like rituals, ceremonies, myths and personal sacrifices, miracles etc only later “Cult” started being associated with obsessive to faddish devotion to a religious myth or a religious leader or object of such devotion.
Now lets look at contemporary meaning of “Cult” in the context of brands:
Cult brands are the brands, which dare to be different and celebrate that difference and therefore posses the power of the loyalist who come together on a common ground for the common values and ideologies.
Cult brands are the brands, which are more evolved to just talk about functionality or the benefits of the category they peg themselves much higher in the human value systems, like upholding truth, honesty, simplicity, perfection and goodness. They intelligently tap into innate reserves of human conscious.
“ Star Trek” became a cult by being a crusader of human rights by juxtaposing humans and aliens, war and peace, racism and space born humanitarians all in an adventure story of planets and space.
Volkswagen” achieves with Beetle, all with utter common sense. Harley with it irreverence sense of fantasy and adventure. Apple does with its child like simplicity and perfection producing magical joy to the end user.
Now try to fit any Indian brands? Mahatma Gandhi? Osho? Thums Up? Old Monk? Royal Enfield? Rajinikanth? Mona darling? Its your turn to pick..
Iconic Brands: Coca Cola, Nike, McDonalds, Lego, Rolex, BMW Mini, Marlboro and Vespa.
A purist definition of “Icon” means an image; a representation of a sanctified personage; an important and enduring symbol; an object of great attention and devotion.
As mentioned earlier Iconic Brands posses the ability to transcend from product benefits to become part of people’s lives and of their popular culture. And they also have the ability to tap into collective desires and anxieties of people for instance Rolex taps into the desire to be successful, Coca Cola taps into the emotion of happiness, Marlboro into the need of freedom, Lego into the need of imagination for children.
Therefore the brands endure as long as the human needs exist and over a period of time they become synonymous with the values to become “Objects of desire or devotion.
Lets try to fit some Indian brands: Tatas? Amitabh Bachchan? Sachin Tendulkar?
Godrej ? Raymond’s ? Wills? Bajaj? Hero? Scooty? Nalli’s? MTR?
While there will be less debate on what make a brand Iconic or Cult, I recon their will be heated debate on which Indian brands can make it to the list.
The debate has just began.
Today Hindus celebrate the festival of “Ganesh Chaturti”, where Lord Ganesh was made head of all deities by his father Lord Shiva, religion apart, Ganesh the half elephant- half human, short, fat and has rat (rodent) as his vehicle is the most loved god in India, he cuts across all religious and physical boundaries. In Bangkok or Barampur no business is conducted without worshiping him, similarly there is no child in the sub-continent who can not draw Ganesha. His physical appearance and his stature as god of gods and his victory over his smart brother made him as an identifiable hero with kids. And growing up with this affinity is what makes him the favorite amongst the creative people. Like kids there is no poet, writer, painter or a caricaturist who had not dabbled with this lovable god’s image. Great painters right from Raja Ravi Varma to M F Hussain all were fascinated by him which is evident from their work.
The greatest contribution to Lord Ganesha came from the much celebrated Calendar art of Shivakasi a small town in Tamilnadu. Today Shivakasi is the second largest printing capital of the world only after Gutenberg of Germany what started as a backyard litho printing units of British India, developed into rich hindu calendar art/ film poster studios to present day offset.
As a child I used to make clay Ganesha for the festival celebrations, now my daughter follows the tradition.
How did this 74 year old caught the imagination of Indian youth and made them rally around a 60-year-old bill and a 5000-year-old issue?
Why did loads of tweet-support flood every nano-second of the agitation?
Why did the most powerful television channel go on a record 240 hours of non-stop coverage almost converting news as a reality channel?
Why did I change my Facebook profile picture?
Why did the opposition party go numb?
What made the seasoned politicians make such political blunders?
The answer is simple. “Anna found a purpose to his existence.”
It took years even for Mahatma Gandhi to find a purpose to his existence; lesser mortals like us may not even find one in our lifetime.
Anna discovery of his purpose and mission took the country by surprise, his timing was flawless, scams and toothless actions paved way for his massive and historic modern-day civilian movement in the world’s largest democracy.
People were angry to see the audacity of the corrupt politicians, businessmen, and religious leaders and shameless public display of money in building mansions. A trillion dollars locked in the locker rooms of Swiss banks and toilets of government quarters’, the economic progress stopped to start an economic exploitation.
Clearly someone crossed the line.
Anna’s purpose of “fighting against corruption” caught the imagination of a billion victims. And his stubborn Gandhian and his humble & honest ways attracted people like little iron fillings to a magnet. He was a mere catalyst to a huge chemical reaction destine to happen.
Now what can brands learn from this? Like great human beings find a purpose to their lives, even brands must find a human purpose to find a place in people’s lives as Anna’s life is governed by his purpose to serve the nation, even brands must be governed by its purpose. And finally must walk the talk.
As Mahatma Gandhi says “An ounce of practice is worth more than tons of preaching.”
Or is he a different type?
In hatred he saw love. In fear, courage. In weakness he saw strength. And in violence, truth. In cruelty he saw kindness. In anger he saw humanity. And in struggle, he saw peace. He saw things through his soul that are invisible to the eye. Yet through his eyes, we can still see the shining light of humanity. Mohandas Karamchand Gandhi. A different type.
Above are the words came out of Agnello Dias when I told him about my intention to create a font for Gandhi.
” There is no god higher than truth.” is what he said and is what got imprinted in my mind ever since I was a little boy, my grand parents always told me stories of Gandhi at bedtime, I am still a vegetarian thanks to the impression he made on me. I am just a spec in billions who follow him. Once he said “Whatever you do will be insignificant, but it is very important that you do it.”
When Indian Industrialist Vijay Mallya salvaged the pride of a nation by bringing back the priced possession of a man who owned nothing. The day New York auctioneer announced auctioning of Mahatma’s spectacles the nation put her head down in shame, as embarrassed Indian government’s desperate attempts to stall the action failed, Mallya’s $1.8 millon came to the rescue.
His glasses has a deep significance to all Indians, when he gave away the glasses in 1930’s to an army colonel he said ” these gave me vision to free India”. Today as we live in a free India we still are slaves to violence, terrorism, untouchability, communalism and many more evils. A young nation celebrates holiday on his birthday than his wisdom as Nitesh Tiwari one of our copywriters put it.
How do we make him and his vision relevant and how do we make people try to see the world through his eyes? Than the Idea of a typeface created out of his glasses came about.
Typographers from Leo Burnett went on to create this marvelous Gandhiji font in Devanagari and the team is working overtime to launch english and other Indian languages.( an up-date:English, Devnagari, Tamil, Telugu and Kannada are available ) The website went live last night http://www.gandhijifont.com
What’s the best way to keep Gandhi’s spectacles away from auctioneers than this?
Resisting change is in human nature. Well in marketing terms I could be classified as an enthusiast or an early adopter. People take their own time to adapt to new things, because familiarity with the old gives us solace hence adoption curve will take time to climb as in the case of digital photography. Every photographer worth his salt resisted the digital formats till Hasselblad and Sinar came up with digital backs, even I resisted till Nikon D90 happened.
Purist will resist the “bastardisation” of any art form. Human talent and craft rules supreme any intervention by machines or non-human is believed to contaminate art. Each art moment faced this challenge be it Cubism, Dadaism or Expressionism. This divine Apple’s intervention will also have its fair bit of resistance from purist. Never before the digital software gave the gratification of real painting experience, where technology is invisible. Thanks to the touch screen and tablet format, suddenly one gets instant gratification of drawing or painting.
I have never tried to create art using digital technology in my life till iPhone happened a year ago, where I downloaded an app called “Fountain Pen” which allowed me to scribble on the screen, I loved it but never took it as serious art, while my friends from Twitter and Facebook insisted that indeed it was, when shared. When I picked up my iPad last December on my son’s insistence to watch You Tube Videos and ads, I discovered many silly drawing apps which did not interest me till I stumbled upon “Art Rage” which blew my mind, it was like a live TED video and magic unfolding every second. I looked at havens and adopted “Art Rage” instantaneously.
What magic did iPad and Art Rage did on me?
As I said before iPad gave me the gratification of real drawing and painting and further iPad allows me to carry my studio with me almost every where like a mobile phone. Art Rage gave a complete studio of 2000 square feet with innumerable capacity to store canvases both painted and new, hundreds of tubes of colors free with infinite shades, entire sets of hog hair and sable hair brushes, palate and painting knifes, rollers etc, etc, all this lifetime supplies for a meager $7.00.
Nothing is more tempting to a soccer player then seeing a still ball, and same is true to an artist, give an artist a white paper and ask him/her not to scribble? Materials tempted me to carry on painting especially the oils, all this without the hassle of cleaning or arranging. I painted close to 70-75 canvases in less than 40 days and did around 200 charcoal sketches, all this in normal process would have taken almost couple of years, what does this say to us? At an average time of 3 hours for each painting it make you more prolific than any one can ever imagine!
Technology is not helping art it’s just helping the artist, you still need to be a trained artist to paint even on a dame tablet. Prolific art may cause a supply surplus in the market but on the other hand artist may actually see some money while they are alive.
Had anyone ever guessed that one can score 300 runs in 20 overs?
What the heck if pretty girls call me Pops? What’s the fuch if people think I was born in the same year as Zora Sehgal ? What the hell if people try to find similarities between Balki, and me thinking that I am his Pops? What the shet if Arvind Sharma’s driver introduces me as his saheb’s “papaji” ?
It’s not easy being Pops. Yes. It’s not easy to be Big B’s Popsji, Chennai’s Mr.Pops, Miss Universe Sushmita Sen’s Pops, Chiranjeevi’s Pops garu, Balki’s Pops & Tweetaratti’s kvpops. “Baap re” its difficult to take loads of affection, respect and love.
“Pops” made Kondiparthi Venkata Sridhar a brand, and proved to the world, power of naming and branding. Imagine Mr. kondiparthiji. What did I do to deserve to be called Pops?
In early 90’s when Chax and I joined Lintas as creative heads of one of their Bombay units, Alyque Padamsee was at his wittiest best when he hired an ex- military Major as chief administrator. Now one can imagine the hierarchy and bureaucracy ruling the floors of Express towers.
In such an office there was a quite shy-ish six-foot young copywriter named Sridhar existed. Since the culture did not allow bosses to be nicknamed, poor little baby-faced Sridhar was christened as “Baby Sridhar” and me, months later by default became “Papa Sridhar” and then came a livewire called Asha Rishi an account executive who started calling me Pops.
By virtue of my personality people felt it’s an apt description of me. Chax my partner in crime need to take some blame for not resenting in fact he started a chain of jokes on Pops. Around mid 90’s advertising and marketing media suddenly became big and they took up the mission of making Pops stick in people’s heads.
In old day advertising guys used be real characters with some quirkiness, Alyque with his diction, Kersy with his suspenders, Chax with his Gandhi glass and signature beard, Piyush with his handlebar mustache, Prahlad with his cigars and hat, since I had none, “Pops” helped me to be remembered.
All jokes apart, the changes that came along with the name Pops are: made me look wiser, acquire patience, forced me to listen to people and lend my shoulder, made me stop leching at young girls once they call you Pops. Convinced me to adopt young talented kids and above all reminds me to make my bucket list every morning.
As the cliché’ goes: the rest is history.
( Written specially for Impact magazine.)
Planning has been a child of misery in India since its inception three decades ago. Account Planning: the most misunderstood and abused word in advertising and marketing.
Positioning by Al Ries and Jack Trout started changing things in strategic planning and consumer targeting in advertising in early eighties. From sheer number of brand recalling exercises to salesman copy to funny jokes to lifestyle semiotics’ to UPS’s; advertising was on a superlative & superiority claim trip. Focus began to shift from manufactures to consumers. Advertising agencies needed to acquire new knowledge to stay ahead thus Account Planning was invented from the rubble’d egos of strategic thinkers or overpaid management graduates.
First animal of such kind to descend on Indian Advertising was: King “Sattar Khan”. He was the first official “Account Planner” in India. JWT than HTA was the first agency to see the future of consumerism in this country and the power, potentially people can posses in controlling brands. Thompson Plan started questioning: where are we in the market? to where are we in the mind?
This shift in thinking lead to an influx of planners in India and every agency worth its salt was in a hurry to appoint account planners and start the planning department to get this unknown advantage. This hasty turn of events lead to insecurity amongst account directors thereby confusion over the territorial powers prevailed. Hostile welcome by account guys made planners align themselves with less insecure creative guys. The cold war still continues between Planning and account guys not understanding each other roles. Mind you in 80’s agencies had many services including media planning, media buying, research both qualitative and quantitative, data analysis so on so forth. Accounts guys were like ring leaders controlling all this information and therefore by default they were the knowledge leaders or strategic thinkers.
The untimely coincidence of de-bundling of advertising services and so-called planning thinkers reduced the power of account guys. Therefore planners were never welcomed. On the other hand planners for the first time started to have a conversation with creative on the softer aspects of human beings and their behavior. This common interest bonded creative and planning together, as planning started to power creative’s with human insights, creative’s started to create brands like Taj Mahal Tea, Asian Paints, Hero Honda , Cadbury’s and Iodex’s in this country. This nexus between creative and planning produced some of the most powerful advertising in Indian history in the 90’s.
I was one of the few fortunate one’s to work with legendary planning minds like Sattar Khan, Dharen Chedda, Anand Halve, Pranesh Mishra and Rajeev Sharma. I owe most of my success to them.
But 2000’s had a very different story to unfold. As consumer insight planning became significant, cleverer creative guys started to generate and use their own insights, which marginalized planners contribution and last decade also saw creative’s taking leadership roles and therefore over ruling planners intuitive thinking. Today planners are back to the same point, as they were in late eighties not wanted whole-heartedly as creative’s feel they could generate insights.
Now the point is planners are selfless guys represent the consumers or people’s voice, which in reality no agency is interested in. Planning job is a bit like KBC every one thinks they know it.
It is unfortunate that in an era, which is termed as people’s era, has very little respect for the people who understand people. Only glimmering hope are the creative leaders and visionary marketers who can save this dying precious breed called “Account Planners”
Believe you me; Planners are creative director’s creative directors.
When I googled “Tiger”, I got more info on Tiger Woods than Bengal tiger. I grew-up with zoos and circuses, I had no awareness or guilt in watching and marveling at captive animals. My children are different, they are more aware of environmental issues than me as a kid, thanks to their schooling, teachers and media. They refuse to see animals in zoos and circuses; I had to buy bluray “Planet Earth” series for them to watch animals up-close.
I visited Sunderban National Park and Tiger Reserve in West Bengal, last weekend with my son. At last I wanted to fulfill my desire to show my son a tiger in its natural habitat than much hated zoos. Sunderbuns is a vast delta with confluence of three great Indian rivers: Ganges, Brahmaputra and Meghna spanning over 10,000 sq kms with exquisite waterways, mudflats and numerous small mangrove islands.
I had been psyching my kid to be patient in spotting an animal (as he was set with his 200mm zoom camera to click panthera tigris tigris), our hired boat sailed hours together without any luck of spotting any other animal apart from monkeys, after six hours our guide from the forest department declared that the water tide was too high for the tigers or for that matter any animal to come out and advised us to visit in winter mornings as the animals come out toward the waters to sun bath and as the tide is usually low in the mornings. Helplessly we headed back.
Project Tiger was launched in 1972 to conserve the nation symbol from extinction. According to my well-informed forest guide tiger population in the country came down from 3642 in 1990 to present 1411. As per the legend he adds there were over 100,000 tigers in the world a century ago. With hung jaws we listened to the expert of the world’s largest tiger populated forest.
When I posted our status of not spotting a tiger on the Facebook; one of my friends responded by saying “Pops you may not have spotted a tiger but certainly it would have spotted you” This comment left me thinking whether I should have taken my son to this fenced mangrove islands to see the most precious and endangered species at all? Why can’t we let them live the way they are meant to live? Why this voyeurism?
Last night we were lisining to David Attenborough again.
When I got married and moved to Bangalore my 70-year-old landlord and his 65-year-old wife were waiting for us at the bungalow we hired to bless us. My one week old wife was happy that a couple who were married for over 40 years are blessing us.
Little we knew that the secret they were about to share would change our lives. The couple asked us “who’s decision was it to move to Bangalore?” I gleamingly said 50:50 pointing both of us. The couple took us aside and shared the secret: “ Partnership is not about being 50:50, it’s to know when to be 30 and when to be 70.”
Like in life even at work this principle works brilliantly. Good partnerships thrive on pushing each other and to know when to push and when not to. Like spouses, partners do not have to be politically correct or worry about emotions at that point in time.
Such successful partnerships in advertising in India are: Chax & Pops (me). Piyush Pandey & Sonal Debral, Neville & Josy Paul, Naveed & Freddy, late Mahesh & Rajiv and now Aggi & Paddy.
Forging a partnership allows you to have mutual trust and respect, I have had forged many in my career which helped me in creating iconic work apart from Chax the significant ones are with Balki at Lowe, Agnello at Lowe and leo Burnett, Arvind Sharma & Rajeev Sharma at Leo Burnett, Ramathkar started at Enterprise in 90’s and still continuing, Ganesh Mahalingam at LG. Dharen Chedda at JWT.
Partnerships are like friendships: “selfless” all the time, this allows you to accept any criticism or ideas with equal enthusiasm. Usually we think clients, bosses, celebrity filmmakers and film and sports stars are monsters and are out to get your life like “Yamdharmaraj”, which is fortunately not true.
Ganesh Mahalingam of LG used to approve scripts on phone and sms’s which allowed us to create over 50 commercials in a calendar year to take the brand LG over 3000 corers. Look at Rajiv Rao and Varma their partnership is creating magic for their band and consumers, Piyush & Prasoon created magic on Fevicol as siblings often do. Balki’s partnership with Amitabh Bachchan is proving to be as potent as Saleem & Javeed of 70’s.
Partnerships can also help in strange ways as Balki’s youth did to me; I had difficult time to match up to his energy levels. No wonder people say never marry a girl half your age…
Now that I stand exposed of my crimes and partners. Amen.