Swachh, Sochalay & Soch!!!

In his 1st Independence Day speech post becoming the Prime Minister, Narendra Modi announced a dramatic and by any stretch of imagination a very ambitious goal of turning India into a ‘Swachh Bharat’ by 2019 – the 150th Birth Anniversary of Mahatma Gandhi. As far as ambitious goals for nations go, Kennedy’s – “before the decade is out of landing a man in moon and returning safely back to earth” goal set in 1961 usually comes up on top. But I would say that Modi’s goal of turning India into a Swachh Bharat is far more ambitious and audacious. Unlike ‘Project Apollo’ which only required commitment of huge resources and a focused effort from NASA, ‘Project Swachh Bharat’ required focused effort from Govt., funds, and more importantly a fundamental change in attitude of people. That too that of millions.


2nd Oct, 2016 – Gandhi Jayanti marked the completion of the 2nd year of Swachh Bharat Abhiyan in India. As one who was and is excited about this project right from when it was announced and is keen to see it succeed, I make a conscious attempt see how the program is progressing.  So not surprising that this is my 4th post on this topic!!! And based on what I read and see at least in Mumbai where I live, I can say that while the Govt. is sincerely working to make it work, we as people are failing the same.

In 2014, after the initial months of ‘broom wielding photo ops” and “appointing Swachh Bharat Ambassadors” I guess that the Govt. realized that more serious thrust is required.  The impressive Swachh Bharat Mission Gramin & Urban websites give updates of the programs, activities and progress on real time basis.  The Swachh Bharat Mission dashboard tells us the “Before” 2014 Oct. and “After” situation on many milestones like Household toilets built, Community toilets built, Open Defecation free villages,..,… And the site also shows the progress at a state level thereby inducing competition among states to achieve their respective milestones.  And the Govt. introduced ranking of cities and towns in terms of how clean they are. The civil society picked up cue from the Prime Minister and in the first year I recall that every week there were Swachhata activities in nearby parks, community areas,…

2 years down the line, as I observe what is happening, it’s very clear that the Government has turned its focus on “Capacity building” – pouring money on building toilets and other sanitation related infrastructure as can be seen in the dashboard. Not just in villages. Even in cities like Mumbai, I am seeing “E-toilets” which have sprung up on highways. And I hope the Govt. is putting to good use the 0.5% Swachh Bharat Cess it is collecting from us.

The civil society comprising of NGO’s, Action groups,… are still carrying out their regular Swachhata activities though not as frequent or as visible as in 2014.

The Municipal administration, I see routinely carrying out cleaning exercises and then painting of walls, road dividers and other assets more frequently than before.

Awareness campaigns involving celebrities goading people to keep our cities clean,… are also quite omnipresent.

Even corporates have pitched in to support the “Cleanliness campaign” some of them expectedly weaving into their product’s marketing strategy.

The missing cog in this wheel is the attitude of the common man. What is happening there? We continue to litter in common places with gay abandon. I don’t see any remorse among people when they throw all kinds of garbage on the roads like wrappers, banana peels, cigarette buds, empty bottles, left over food,…,…!  Mumbai which is the so called commercial capital is also the “Spitting” capital of India. Here people take pride in turning their mouths to ‘Pichkaaris’ and spit wherever they are except their own houses.  “Painting the town Red” has gotten a different meaning here.  The Government could very well launch a new game called “Tukemon Go”. We could sight and catch hell of a lot of “Tukemons” of the real type and not virtual just as we step out of the house. I feel ridiculously bad when I see the freshly painted Yellow-black road dividers smeared with pan tainted Red in roads and highways of Mumbai.  Similarly the E-Toilets along the highways have still not prevented many to urinate on the side of the roads in the open! Any amount of cleaning is not going to make a place clean if this kind of atrocities continue.

Ergo, while “Capacity building” is progressing well as I mentioned earlier, “Character building” is lagging behind. And for that we have nobody else than ourselves to blame. As a country it is our collective failure that we put “a clean surrounding” as least in our priorities even now when supposedly the literacy and economic well-being are on the up.  A state like Kerala which is high on literacy is also among the cleanest states in the country. However when I see what happens in Mumbai which is a fairly literate metropolis, I have come to the conclusion that literacy has no bearing on Swachhata!! It is one’s attitude towards keeping common places clean which finally matters.

I do feel that by 2019, the Government may very well achieve the targets it set for itself in terms of toilets,…,… but cleanliness may still elude perhaps even till 2050. For Swachh Bharat Mission to succeed while the Government works on Sochalays, “We the people” have to work on our Soch!!! And that Soch is – “Swachh Bharat Abhiyan is not about cleaning, but ending the need for cleaning”!

Postscript:  Heard somewhere “Don’t know if we will become a Swachh Bharat, but we are already a “Cess Bharat”😁😁



Marketing Warfare!!!

“Marketing Warfare” is an 80’s best seller from the famed marketing Gurus Al Ries & Jack Trout in which they elevate “Marketing” to a war and through the book talk about competitive positioning and military strategy. But this post is not about the theory of marketing warfare, but about the way to “market” warfare in the context of Geo-political happenings worldwide and in particular post the “Surgical strikes” which India carried out across LOC somewhere in between 28th and 29th of September.

In yesteryears when wars took place between nations, they were reported. These days they are marketed. I am not exactly sure when this trend started but I presume that the seeds for this were sown with the televising of the Iraqi invasion of Kuwait in 1991. And then followed by “global gurus in marketing” – the Americans allowing journalists to be embedded with their troops to capture and report real time military action. And in doing so colouring the view as seen through the American prism. This I believe helped immensely in garnering public opinion in their favour back home and came in handy in political battles. A good example of such proactive communication is the tactical release of the now famous image of Obama and team watching live the ‘Operation Geronimo’ to catch Osama Bin Laden from their war room in the States. I am certain that the image played its part in getting Obama his second term after what was arguably a lacklustre 1st term. So as in conventional marketing where it is not enough to just have a good product but consumers be told of the same, in wars it has become important not just to engage in military action but to win the battle of the minds in the aftermath with astute communication, packaging – in short Marketing!

This is where I feel that India played its cards very well after conducting the “Surgical Strikes” this week. We are told that this is not the 1st time that our military has undertaken such operation along the LOC or across the LOC, but this is certainly the 1st time we made a clear announcement of it and let Pakistan and the world know of the same.  Here the 1st principles of marketing as I elucidated before came into play. That of not just carrying out the operation but communicating to the target audience of the same and communicating well. Which straight away helped build the narrative and enhance the image of our Prime Minister as a person who walks the talk. From here on irrespective of what happens, the Modi Government can take credit for having altered the image of India as a soft nation – a baggage we have been carrying for too long.

Not just this – the moves and communication preceding the operation have also been smart. After the Uri attack, the usual platitudes of condemnation followed. And then followed by the now famous statement that “the Army will respond at a time and place of its choosing”. As the talking heads in TV studios started analyzing what it means in terms of actual action on the ground, the Prime Minister while addressing a public rally in Kerala deflected all talks of war/military action by saying that our war with Pakistan must be to eradicate poverty. After this statement by the PM, most pundits started talking of the “return of Strategic restraint” in our nature of response. But most forgot the basic principles of warfare which is “you don’t say what you do and you don’t do what you say”! So I was not surprised that a clear military strike followed though I was indeed taken in by the quick timing.

On the other hand on the Pakistani side it has been utter confusion in terms of communication. While the PM Nawaz SharifStrongly condemned the unprovoked and naked aggression of Indian forces resulting in martyrdom of two Pakistan soldiers along LoC” the press release from Rawalpindi military HQ dismissed the strike as a routine “cross border strike initiated and conducted by India”. And interestingly brought in a “marketing” element by claiming that “This quest by Indian establishment to create media hype by “rebranding” cross border fire as surgical strike is fabrication of truth”!!! So while the Pakistani military establishment understood the concept of “Branding/Rebranding”,.. they walked into the trap which India laid.

India conducted the operation, “branded” it as a “Surgical Strike” and informed the world of the same. Pakistani military establishment and the Government openly echoed different views of the same. Now the question is – can you take to a level of serious military escalation after having dismissed the Indian operation as a border skirmish? In ensuring a muted response to the operation from the International community, India has successfully controlled the post operation narrative so far.

The Government having done its part so far carefully and smartly with effective controlled communication (the presser was addressed by DGMO and the MOE spokesperson jointly) could have reigned in the media from hyperventilating the whole night on Prime Time. There was an unwanted competition among anchors that night as if there was a “Kaun Banega Nationalist Anchor” competition! I believe there was some communication the next day from the Govt. to channels to pull back the rhetoric!


The back cover of the book Marketing Warfare says “Marketing is war. To triumph over the competition, it’s not enough to target customers. Marketers must take aim at their competitors­­ and be prepared to defend their own turf from would-be attackers at all times”. I would like to paraphrase the same and say “Today, War is marketing.  It’s not enough to just win the war but to win the narrative after the war”.

P.S: Everyone who has seen US presidential debates knows that the real show begins after the candidates have said Goodnight. And that is in the “Spin Room” where cherry picked faces from both sides give a spin on what their masters actually said and meant in the debate!!! It’s a war out there, you see!!!

Ad today, Sad Tomorrow – A Brand Ambassador’s soon to be story!!!

Since the time, Sindhu won a Silver and Sakshi a Bronze for India at the Rio Olympics, their phones (probably endorsed by a Kareena or an Alia) I guess haven’t stopped ringing. Or perhaps their managers’. For, many brands are on their way to signing them as brand ambassadors. For now it’s O.K., for Sindhu or Sakshi to sign on the dotted line in these endorsement contracts and make hay while the medal shines. However not if the Government pushes forth the changes in the Consumer Protection bill which proposes jail term and fine for celebrities in case of misleading advertisements for products they endorse. The intention being to make celebrities also responsible for products they endorse apart from the manufacturers. “Consumers tend to get influenced by the promise made by the celebrities in ads” is the argument behind the proposed move.

As a marketing professional I have never been very excited about using celebrities in ads to push a product. In B-schools every year, one popular project students carry out with the blessings of their professors is to find out the effectiveness of celebrities in an ad campaign. That the study is done regularly conveys that the jury is still out on that. At a superficial level though, it is commonly accepted that use of a celebrity helps break the clutter and differentiate the ad. Though as per me, this is “laid back, lazy creativity” as there are indeed many other ways to break the clutter. Using celebrities is of course a low hanging fruit for those with big budgets and is often deployed as a creative strategy when one can afford. I just realized that this piece is not on whether to use celebrities or not in ads. We will keep that for another Sunday. But on the proposed changes in the law which could stop the party on its tracks for the so called Brand Ambassadors.

Going back in time, I think ads whether print or TV just had people featuring in them and were called as models. And then slowly the practice of plugging in celebrities like actors, sportspersons,… crept in as I mentioned, probably to make the communication stand out. I am not sure when this “celebrities modelling” for an ad morphed into “endorsing the product” and then as we see now becoming “brand Ambassadors” for the company.

She looks like Sonia Sahni to me.

As long as celebrities “featured” in ads for products I guess they were just plain actors parroting some lines. But when they started endorsing brands (making a killing in the process) – that’s when I guess they came into the ambit of influencing buyers’ decision and of course within the prying eyes of lawmakers. In my understanding there are 2 types of celebrity endorsements. First, where a celebrity is used to promote a product which is related to what he/she is doing and is a direct endorsement. For example – A Sachin or a Kapil Dev being used to promote ‘Boost’- an energy drink for children. When Kapil says – “Boost is the secret of MY energy” there is a clear communication to moms that “if you want your child to become like me, do consider giving Boost to your kid”.  Or when Katrina Kaif says – “if you want a smooth skin like mine, use Lux Soap”!

The second category is where brands just use a celebrity as a face in the ads and the products may not be related at all. For example – Amitabh Bachchan featuring in Binani Cement ads.

And probably there exists a third category – where the product is not related to the celebrity’s field of normal work but companies tap into the credibility of the star to push their wares. Though this is not common, we have started seeing this of late. For example, when Cadbury’s wanted to make a comeback after they got hit by the “worms inside chocolate” tornado, they dialed in Amitabh. Amitabh featured in the commercial as “himself”. See the ad here. As you can see in this TVC, he was clearly putting his personal credibility at stake to communicate to consumers that with the many steps taken by the company, “All is well” with the chocolates!

(I’m not considering the social awareness campaigns using celebrities for the moment)

In the whole business of celebrity endorsements, many questions do arise. Do the celebrities who extol the virtues of brands use the product/service themselves? Have they first checked if the claims they are making are true? In the case of endorsing for investment projects,.. do the celebrities vouch for the credibility of the promoters?

The thinking behind the proposed changes in the law seems to be after many instances of consumers landing in the pit after they invested their hard earned money in projects which also had big stars endorsing the same.  At the same time, there have been so many cases where consumers lost money in projects where stars were not at all involved!

It is difficult to believe that consumers are so gullible that they buy a product just because a star endorses it. This premise seriously underestimates the intelligence of a consumer. If just a star endorsement can make a product tick, all those mobile phones with celebrity brand ambassadors must be outselling the I-phone isn’t it???

But whatever it may be, punishing celebrities for wrong claims of a product because they feature in the ads seems a bit farfetched.  A consumer is expected to do his/her bit before deciding to buy a product/service. More so in the case of big investments. Putting the blame on a M.S.Dhoni just because a real estate project he endorsed didn’t see the light of the day is sheer escapism, I believe. I think we should consider celebrities featuring in ads as enhancing the entertainment quotient and nothing beyond that. At the same time as a socially conscious individual a celebrity should be careful in lending his/her name or face to a product which has inherent health concerns a la Gopichand who refused to feature in Cola ads in his prime time! And also do a bit more homework on the credibility of the brand/promoter before signing on the dotted line for the next 1 crore endorsement deal. Or else post the new law it will be “Ad today, Sad tomorrow”!!!

Post script: Will be interesting to know in which category of celebrity endorsements does the Jio campaign featuring our PM fall into???😝😝😝

“Mauna Ragam” – A review 30 years late!

Couple of days back a friend who is equally a big fan like me of the ace director Maniratnam passed me a link of the film critic Baradwaj Rangan’s ode on Mani’s Mauna Ragam.  The piece titled “30 years of Mauna Ragam” flashed me back to 1986 when the film was released. That was during my 2nd year of Engineering when Mani Sir as he is revered now had not arrived though flashes of his brilliance could be seen in his 1st Tamil film Pagal Nilavu. Mauna Ragam had no mega star cast and got released silently without much fanfare. But then those days mega star cast or no star, we almost watched all movies which hit the theatres and contributed our bit to Kodambakkam. Since was not into writing then, didn’t write any review after watching Mauna Ragam. But we sliced and diced all films some times for days together which could have made for decent reviews. So today I am writing this piece as a review for that film Mauna Ragam, (recollecting from the many postmortem sessions we had in canteens, Railway station benches et al) Mani’s first full-fledged film (he wrote and directed) which announced to the world the arrival of a Director of class. With his next film Nayagan, Mani would go on to stamp his presence and influence on South Indian films forever.

mounaragam1 (1)

The narrative in the film was path breaking in many counts as far as Tamil cinema then was concerned.

  • As per me, this was the first film (at least of what I saw) which had a genuine feminist hero (Mohan) who was sensitive to the feelings of his counterpart (Revathi) almost throughout the film. Even when Revathi’s character was at her provocative best in what would seem as taunts at Mohan, he would still react in a calm, composed manner always respecting Revathi’s point of view. He takes all her requests seriously and tries to comply (including going ahead with the divorce) without trying to put forth his point of view.  In a moment of what I call that “directorial touch”, Mohan opens the rear door of his car for Revathi when they come out of the advocate’s office after filing for divorce. One could argue that even MGR was an eternal feminist in his films. But then that was of the Thaikulam (Motherly) variety.
  • For most of the film, the heroine would be shown in rather a stubborn light as one who isn’t willing to move on shrugging her past. Heroines were virtues of everything good in films then.
  • This was again one of those early movies in Tamil where the boy (Karthik) professes his love for the girl very casually in his second or third meeting without beating around the bush so much. In fact that scene when he actually does is only the first of the many scenes in all Mani’s films which establish his credentials as a King of soft romance!
  • I read in Mani’s book that the entire Karthik portion was an afterthought and it was not in his original script. I am now wondering how the film would have actually shaped up without that short but breezy portion where Karthik educated youngsters of those days on ‘pataoing’ girls with confidence.
  • It’s also one of the first films where the hero is a MBA and is a practicing HR Manager. Probably Mani pitched in his own MBA background here and weaved it into the story line effectively. (Union issues, thugs bashing up factory managers and even killing were quite prevalent in the 80’s India). On Mani’s MBA background showing up I must also mention that very memorable “Mr. Chandramouli – Coffee” scene (watch here) in the film. Karthik casually flips Revathi’s book kept on the table and asks her what the book was all about. She says “Econometrics”. A subject unheard of when I watched but which would come to haunt us as the most dreaded paper in the second year of MBA!!!
  • Some of the lines Revathi as a female character speaks early on were unheard of in Tamil films those days. Remember the scene before the first night?
  • In the climax, when the woman (Revathi) sheds her ego and communicates that she doesn’t want the divorce now, the man (Mohan) a HR practitioner who is trained to deal with human egos most of the time at the workplace, finds it difficult to shed his own ego. I thought that the disconnect one encounters between theory and practice was demonstrated very well here. Don’t know if it was intentional or could be I am reading too much.
  • And finally here was a film without any villain per se.

Revathi was super brilliant in the film. She portrays the transition from a college going happy-go-lucky girl to a serious married woman in an unfamiliar land with ease. The hero Mohan was those days called “Poor Man’s Kamal”. When a producer couldn’t afford Kamal they would resort to Mohan. He had limited histrionic skills but did well with the song sequences. And in a superstitious film industry he was considered a lucky charm. But in Mauna Ragam he did manage to emote well and with Surendran dubbing for him superbly, Mohan made his mark as an actor for the 1st time.

Apart from being a trail blazer, the other thing which worked well for Mauna Ragam was its freshness in approach. Just a few characters, set in Delhi, P.C.Sriram’s cinematography, the angles, a no “big star” cast to mention a few.

While I say it was a film with no big stars, I must add though that there was one. Which was Ilayaraja’s music. The songs and the background score integrate nicely into the film and set the mood frame after frame. In that one song – “Mandram vantha thenralukku,…” Raja ably supported by Vaali with the lyrics and S.P.Balasubramaniam with his soothing voice convey the conflict in the minds of the characters so well that you end up feeling sympathetic for both of them! That Raja is the best in the business of re-recording is now beyond dispute.  He demonstrates that in many frames in this film. One such frame is vivid in my memory. In that scene (watch hereMohan asks Revathi to make her choice between “divorce” and “life with him”. As she starts signing the divorce papers, Raja uses the oft-repeated score in marriage muhurtham scenes in Tamil movies – “Maangalyam thanthunanena,…” and that too as very coarse chorus. Nobody else could have conveyed the contradiction and the battle of the mind better!

Not that the film was flawless. I always thought that Mani struggled with comedy. And soon he realized it and jettisoned attempts in forced comedy in his later movies. In this film, the comedy track with V.K.Ramaswamy and a Sardar looked very amateurish and was avoidable. Again a girl who was carrying the ghosts of a tragic love affair in the mind is shown in the initial scenes as a very happy-go-lucky person without any trace of melancholy in her mind. Now you can understand that I am nitpicking and trying desperately to be balanced!

Frankly when we watched the film for the 1st time we were speechless. And then we watched the film again. And talked about it many times over. Why write this review 30 years later, now?? Well just to thank Mani for this and the many other classics he bestowed us.

Postscript: So, it’s 30 years of Mouna Ragam, baby!” I told the wife yesterday as she is also a fan of this film. And she quipped, “Common, in January it’s going to be just 20! You forgot that we got married in 1997???” 😃😃😃

For more Olympic medals, need more Raghuram Rajans!

As I write this piece, the situation is slightly better. Only slightly. A tally of 2 medals – one Silver and one Bronze at the Rio Olympics for India. Just a couple of days ago, as a country it was all despair.  We were staring at a situation of returning empty handed and that was something for a proud and populous country like ours – ‘bilkul Shoba nahin deta’. The usual diatribes ensued. – “A country of 1.3 billion and just 1.3 medals!” “As long as we laud Cricket and applaud only Cricketers, there’s no hope for Olympic sports!” “So long as we keep praying for Engineers and Doctors in maternity wards, athletes will be hard to come by!” “As long as sports administration is in the hands of politicians, there is no chance for medals.” So on and so forth.  And these are nothing new. Every time our contingent returns with a modest performance it’s usually a repeat of the above template outrage.

Our rather modest performance in sports events historically could indeed be due to one or combination or all of the above causes. But I do believe there’s one more important bullet.  And that is the size and state of the economy. As we speak, USA is at the head of the medals table at Rio Olympics followed by Great Britain and then China. In terms of GDP, USA is at No. 1, EU of which Great Britain is a part as of now is at No. 2 followed by China. Russia which is at No. 4 has been a past economic super power.  The medals table at London Olympics looked almost similar.

olympics , gdp

China which has been at the 11th rank in terms of medal tally at the 1988 Seoul Olympics, has been at No.3 or better since 2000. Around the same time when China was deemed to have shrugged off the developing country tag and took guard as an economic powerhouse.

By this logic, we have hope. One would have thought that our good performance at the London Olympics in 2012 would be the tipping point as a country in so far as Olympic performance is concerned. However it seems that’s not to be. Drawing a parallel, doesn’t our economic performance mirror this?  A country which was on fire around 2011/Mid 2012 and gradually sort of lost its way and now seems to be on the recovery path once again.

While I am trying to draw a parallel here between the state of the economy and our sports performance, it could be just a coincidence.  But where I am coming from is, for a country to excel in sports and be at the top 10 of the medals table, it should be doing well economically.

Excelling in sports is today an expensive affair. It is not enough to have strong willed, talented and focused individuals. It calls for financial resources to be poured on infrastructure, training, coaches, equipment and the like.  And in a country like in India not just in cities but in fledgling towns as well which are now throwing up talent like never before. We keep hearing tales of talented girls stopping coaching sessions because of ill equipped toilets. Or those who give up when they cannot afford to spend money on professional coaches or facilities. And those who still cross all these hurdles and arrive at the National scene – need to be exposed at International levels for which you need to invest on foreign coaches or send them abroad for training for longer stints all which costs a lot of money that too when you need to do this not for 1 or 2 but 100’s of individuals.

An Abhinav Bindra did not have the need to fall upon the state or other sponsors to chase his Olympic dream. He was more than financially sound to acquire for himself the ecosystem required to win an Olympic Gold. But then all are not Abhinav Bindras. Ergo, you need the support of the state or private sponsors to adopt potential medal winners and provide all the support required without counting the last paisa.  Even for a noble movement like Olympic Gold Quest (OGQ) spearheaded by champs like Geet Sethi, V. Anand, Leander Paes, Padukone Senior,.. with a clearly stated mission “To Support Indian athletes in winning Olympic Gold Medals” the biggest challenge is to raise funds to achieve their mission. A fledgling economy doesn’t count the last rupee to sponsor a Sakshi’s stint abroad or a Narsingh’s 24*7 nutritionist. A struggling economy on the other hand will be hard pressed to focus on other priorities.

In much of our or water cooler or these days WhatsApp discourses, parents who think that their wards are better of chasing an Engineering / Medical dream than that of sports are at the receiving end. I do believe that in general, parents think of only the well-being of their kids. So if they do feel that a career in athletics is not remunerative enough to have a decent life, they can’t be blamed.  However this can change and it is changing. Olympic sports unlike in the past have started getting the attention from corporates who are willing to support athletes for a longer period of time. And just as we saw a few days back the bronze medal winner from HaryanaSakshi Malik is already a dollar millionaire based on the many announcements we heard. This kind of commitments are possible for both the Government and private players if their coffers are growing with tax collections and profits respectively.

So as a country as we transition ourselves from a “developing” country to a “developed” country in the next couple of decades our economy will be in a better position to afford to support the needs of churning out Olympic champions.  So we are back to Bill Clinton’s 1992 campaign theme – “it’s the Economy, stupid” here as well. Our country has to continue to grow as an economy, lift millions of people out of poverty, collect a lot of taxes which will help pour money on giving birth to Olympic champions. So, for more Olympic medals, we need more Raghuram Rajans to help steer the economy on a continued growth path🙂🙂

#GST is done, now work on GST-II

Finally the GST (Goods & Services Tax) in India is done if not dusted yet after being in the works for a decade.  From a foreign investor perspective, GST and FDI in Multi-brand retail are the initiatives that bracket India as a perennial “Work in Progress” economy.  Now is the time I believe to give a crack on another GST – “Good & Smooth Traffic” that is.

Traffic 2

Consider the situation in all the key cities of India today. In Delhi/NCR as I personally experienced last week, it just took one shower for an hour or so to bring Gurgaon oops Gurugram on its knees.  From the Delhi airport to the end of Gurugram took me 4 hours on a week day evening that too when it was supposedly against the traffic. I was lucky. The subsequent days it took more than 6 hours I was told. The CM had to do an aerial survey to understand the gravity of the jam!

In Mumbai these days you have traffic jams everywhere. In the so called freeways, Expressways, main roads, arterial roads, streets, gallis,.. everywhere.  Yes, in the air too. Flights departing out of and landing into Mumbai post 6 pm are routinely delayed due to air traffic congestion! And as I found today, even supermarkets are not spared of mammoth traffic. The space between racks are choked with oversized trolleys and sea of people that negotiating your way out is worse than Mumbai roads. I see this routinely in the neighbourhood supermarkets every weekend and sometimes on weekdays even. (Based on this, one is inclined to believe that “Achhe Din” have indeed arrived for the Great Indian Middle Class!!!).  Year after year during monsoons in Mumbai, the city resembles a Moon’s surface. May be it rains potholes!! For the Aam admi, every day it is “one small step becoming a giant leap” (as the pot holes are so big, deep and wide). For the city of Mumbai, Niantic the company behind the latest craze in town – Pokemon Go is better advised to go with a modified version “Pothole Go” which could be a runaway hit but slowed by traffic jams.

Ease of commute to work has become the single biggest hygiene factor these days for candidates when they seek a job. So much so, recently in a job interview the candidate asked me if we would anytime shift the office from current location and if yes, will it be still in the vicinity!! It is completely understandable I guess. With commuting and whatsapping sapping a lot of one’s time these days, “me time or family time” is on the shrink.

In India’s Silicon Valley and IT capital, “going live today” has a different meaning these days which is – atleast moving ahead in traffic while on the road. In peak hours it doesn’t matter where you are going and from where. Couple of hours on the road is a given. Columnist and now MP Swapan Dasgupta once tweeted “The unending journey from the airport to anywhere in Bangalore…” I would replace the words “the Airport” to “anywhere” now. The city missed a few crucial years in development when IT was on fire. Today, it is facing the heat of that miss.

In Chennai, if the Govt. spends one tenth of the money the parties spend on posters on building flyovers over key junctions, the city will be a different place to live. I am told that a 30km stretch of OMR (Old Mahalipuram Road) has only 11 signals!!.  Besides the myriad engineering college buses and IT companies transport vehicles, you will be lucky if you get some space to move your humble two wheeler.

In all these cities, the common story is of exponential growth with infrastructure not keeping pace at all. More often than not, a project planned today with certain expected growth in traffic becomes obsolete by the time it is commissioned as it usually takes 3 times longer time than planned. A very good case in point is the Chembur-Santacruz Link road in Mumbai which was opened amidst much fanfare and talk of smoother East- West connectivity and how one can reach the airport from Ghatkopar in 15 mins. 3 years after commissioning its already bursting at the seams. And in all these cities, there is very limited scope for road widening or expansion anymore. So this naturally calls of holistic planning with alternative modes of transport (like Metro) and also project conception and execution today with 25 years hence traffic in mind.

Ease of Traffic which essentially means less time on commuting has to become a National charter now. It won’t be too far when along with Bijli, Sadak, Paani and Bandwidth – Roadwidth gets into the National discourse during elections. So from a political perspective as well, focusing on less traffic on roads will become a game changer in the future. And the party which appreciates that and works on the same gets to reap the dividend. So I urge that the present Govt. to start work on “GST-II” asap. Just like how the central govt has to work jointly with the states for a smooth roll out first and then implementation of the GST reform, on the traffic also the Central Govt. must work with the states to give this a high priority work to a plan in all the key cities.  And like how “One nation, One tax” is becoming a reality considering India’s highly complicated historical tax regime, “Single nation, Smooth traffic” will soon become the need of the hour if not it is already.

I am not sure if the Minister for Road Transport and Highways Nitin Gadkari’s children are politically inclined. I would presume so. If he starts work on this idea of a GST-II bill now, most likely it would become a reality during their time!!!

Abki Baar Kabali da!!!

First up – this is not a review of the film Kabali. This post is also not about the Rajini cult. As I was exiting the multiplex in a Mumbai suburb yesterday after my date with Kabali, my mind couldn’t resist from flirting with a very strange comparison. Though from completely different domains – one from Kollywood and the other politics, the similarities slowly emerging between the situations post Kabali release and post Modi Sarkar @ 2 were intriguing.

Here was KabaliRajinikanth’s latest film releasing in July 2016 after 2 successive flop outings namely Kochadaiyaan and Lingaa. For this one, Rajini reportedly decided to come out of his comfort zone of his usual team and work with newcomers right from the Director (Pa. Ranjith) and other technicians. The teaser which hit the screens became a massive hit and took the expectations to another planet.


Similarly in 2014, BJP led NDA was making a bid to return to power after 2 failures at the hustings. This time with a new PM face called Narendra Modi. The Modi campaign hit the right notes with an across the board appeal setting massive expectations not only among voters in the country but also observers all over the world.

Riding on the wave of the pre-release excitement and hype, Kabali released in 1000’s of screens worldwide. The buzz was so much that even folks in North India who don’t eulogize Rajini (or may be they do) so much didn’t want to be left out. 3rd day post the release and as I write this, Kabali has reportedly smashed all Indian box office records for a film opening.

There, cashing on the back of a lacklustre leadership of the UPA regime for 5 years, a promise of strong governance and a string of other promises, Modi lead BJP won an absolute majority and strode back to power.

Catch lines from the film teaser – like Kabali da, Neruppu da,.. became a part of day-to-day lexicon and of course myriad jokes. Memes and Dubsmashes based on the teaser have been setting the web on fire since the teaser released.

On the other side, “Abki baar Modi Sarkar” – the catchy tag line of the Modi campaign became a part of marketing Hall of fame. So much that, David Cameron pinched the punch line to appeal to Indian voters in the UK.

“Magizhchi” (Happy) a phrase which Rajini uses often in the film to sign off with visitors has been appropriated even by my mom these days in phone calls!

The phrase “Achhe Din” (Good days) which Modi promised during the campaign is in everybody’s lips when talking of the present Govt.

It’s my view that the difference between a flop/hit and a super hit depends upon how a film appeals to a casual film goer. When a Salman’s film releases, invariably the bhai’s fans watch it irrespective of how the film is. Ditto for a Vijay’s film or a SRK’s product. But post good reviews and viral feedback when the film attracts the non-fans, it is termed as a good film and a super hit thereof.

Same in politics. A party’s core supporter votes for the party irrespective. But when a party impresses the non-core supporters that’s when they are able to win with a majority or a landslide. We saw this in 2014 Loksabha elections, Delhi state elections and later in Bihar,…

2 days into the release, the reviews on Kabali have been mixed. The diehard fans of Rajini obviously are satisfied with the film and seem to be o.k with it. The neutral or casual film goers seem to be absolutely disappointed with the film. The critics have mostly panned the film as a forgettable one. And in general the view is that though Rajini himself has done a great job he is weighed down by the script. Other view is that if one watches the film sans any expectations associated with a Rajini film, then you will not be so disappointed. Then there are those who put the blame on the over hype created over the movie which eventually just couldn’t measure up.  It’s also possible that even Rajini fans are a bit disappointed but are very nice to express it vocally.

2 years into Modi Sarkar, isn’t the verdict similar to the above? The core BJP voters are of course happy with the Govt. unequivocally. For the non-party affiliated voter, Achhe Din are yet to come. And for critics in the media, the Modi Sarkar has been an abject failure in many counts. In the many opinion polls Modi is still rated very high and still towers over his Govt’s performance.  Many routinely blame the “chunavi jumlas” and the resultant hype created around Black money return, on curbing food prices, 56” in Chaatthi,… during 2014 elections.

So getting the drift?

For both Rajini and Modi Sarkar, considering the situation, it’s easy to say that they should have not created such a huge hype. And that they should have kept expectations low.

The reality is for a film today that too of the scale of Rajini, much of the recovery has to happen within the 1st weekend. With Torrents of the world leaking good prints within few hours of the release the producer obviously is in the receiving end of technology. If a film is not promoted well, he can’t expect any opening. If the film is actually very good probably he has a chance of extending the run for a few weekends and make money. But knowing the audience reaction is an art I guess no film maker has perfected.

Similarly, going back to 2014, If Modi had not run such an aggressive campaign, the results would have been similar to what happened in 2009. The appeal to non-core voters would not have materialized and an absolute majority would have been elusive.

What next for the Superstar? His project Enthiran-2 (Robot-2) with ace Director Shankar is already on the floors. There is a good possibility that it will be a “Shankar’s film” as much as “Rajini’s film” and hence a good chance to redeem himself. But it will be interesting to see Rajini’s next move beyond Enthiran-2 now that the reaction for Kabali is out. What I wrote after Lingaa (Read Here) very much remains valid.

And for Modi Sarkar there are still 3 years to deliver on the promises. We see a lot of positive structural changes being undertaken on the Governance front. Hopefully they will start yielding results come 2018.

Come 2019, we will once again get to witness the two re-runs. A “Phir Ek Baar Modi Sarkar” campaign from Modi. And for our own Super star, when his next film after Enthiran-2 probably releases – a more emphatic “Naan Thirumbi vanthutennu sollu” (I’m back,….) cry or so we pray!

Postscript: Similarities end here. When asked to rate Modi Sarkar at 2, many gave ratings of 5, 8, and 9,.. on a scale of 10.

But for Rajini’s Kabali – on a scale of 1-10, the rating is Rajini!!!