Marketing of “Acche Din”!!!

No other phrase has caught the imagination of the public – intelligentsia and others as this Acche Din” (Good Days) in recent memory in India. The only others I could think of are – Big B’s ‘Lock Kiya jai??’ during the heydays of KBC (Kaun Banega Crorepati). For few years post KBC-Season 1, we Indians were only “Locking” instead of “confirming” or “making sure”😃 . More lately, when Aamir Khan insisted on “All izz well” in Raju Hirani’s 3 Idiots, “I am fine”, “Sab teek hai”,.. got paraphrased by “All izz well”. (“All” being pronounced as “aal” ad nauseum😠)  So similarly these days, it’s raining Acche Din!!! Our Prime Minister has turned out to be so good in marketing that his Twitter bio could very well read – “Narendra Modi. Prime Minister of India. And a Marketing Maven”.

And this is exactly what has set the discourse in the media in a wrong track. Once again. “Your Government is all about marketing and packaging” is a refrain the NDA ministers were subjected to in all the interviews they gave around Modi365. The anchors were different, the channels were different, and the language was different. But the shrill accusation was the same. That this Government indulges itself in Marketing and loud at that.

As if “Marketing” in itself is a crime inflicted on society. And this notion is not something which has sprang up with the advent of Modi Sarkar. In general there is this subtext that marketing is nothing but a con job!! That marketing goes well with people with the Gift of the gab!!! And that marketing is all jazz and no mass.

For a long time I used to wonder where this impression came from! Gradually, I got the answers. First, in general Marketing and Direct selling (one to one selling) are often used interchangeably. That selling or sales is just one aspect of Marketing is a lesson which gets drilled in the first few pages of Philip Kotler. However in real life, people who are in say selling of Insurance policies or vacuüm cleaners or Time share holidays on one to one basis are often called as “Marketing” people. In direct selling situations more often than not we end up buying the product just to ward off the salesperson’s thollai/parishan (torture)😞😞. And the thought keeps lingering for quite some time that he/she has conned us into buying.  And hence the belief that marketing is just that – A royal conning!

Second, Marketing is also equated to Advertising. Even in B-schools many aspire to join marketing stream with a delusion that they will be associated with creating ads all the time in their career. In reality, advertising is just one part of marketing. When we keep seeing ads of toothpastes which promise “Crystal White teeth” in 45 days or commercials for Nutritional drinks which promise to grow children tall automatically in few months and nothing close to those anyway happen – we conclude that “Marketing” is all about taking people for a ride.

(And there is a third one which I get to see these days often. I.e using the word marketing for “going to the market for shopping”😜😜)

Thanks to the above fallacies, Marketing has got a bad name. In truth, Marketing is not hard selling. Is not advertising or for that matter shopping!! But is a more complex process of creating, communicating, and delivering something that have value for customers. (Ouch, that was a gyan overdose😜). Even a damn good product requires damn good marketing of the same.  In political context, the 1991 reforms which are now seen as the game changer for India now, were never marketed that time. So much so, even among the Congress there was such a backlash that Manmohan Singh, the then finance minister had to claw back on the reforms push. If the benefits of the reform programme were marketed well the phrase “Economic Reforms” in India would never have taken a negative connotation. Same is the case with NDA’s disinvestment programme during Vajpayee regime. So this brings to the fore the importance of “Good Marketing” (like the need for good cholesterol – for the sceptics) in politics for Pro bono.

Hence to a large extent, I am glad to see the present Government and the PM going all out to “market” their initiatives whether it is Make in India, Jan Dhan Yojana or Swachh Bharat Abhiyan.  Or for that matter packaging the 1st year achievements as ‘Saal Ek Shuruaat Anek’. As long as the PM and Government are good at last mile delivery of the products as they are in marketing of the same, I am certain Acche Din are round the corner for India. And I am also certain that the PM is also aware of the repercussions otherwise. That Abki Baar Modi Sarkar would be branded as Abki Baar Jumla Sarkar the next time around😆😆

Acche Din toon

Postscript: My apologies if the title made you to believe that this post is another post mortem of the 1st year of Modi Sarkar.  There has been 100’s of that in the last few days! So didn’t want to add to the clutter. On the other hand, Perception management is one part of Marketing. I thought Marketing itself needed a dose of perception management 😆😆

Cartoon credit: Satish Acharya

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“Chinpressions” – Impressions from another of my China visit – Part 3!!!

It was about 3 years ago that I made my 1st visit to ChinaShanghai and wrote the 1st part of Chinpressions. Read here. In between that and my last visit this week, many more visits to China happened. Ergo, 3 years hence what are my impressions?

The visit this week coincided with Narendra Modi’s another foreign tour – this time to China. So obviously India was in the news. As is the wont these days in our PM’s abroad visits, he was in “Rock star” mode in China as well with local Chinese craving and crowding to take selfies with him. It’s obvious that in the last 1 year Modi has single handedly changed the perception of India for the better outside of India.

I had mentioned that in my last post that Shanghai was devoid of emerging market symptoms like touts at the airports,… I realized now that it’s not the case. There were the touts on arrival at the airport chasing you for taxi/hotels,… just that they were of the “suited and booted” types 😜 😜. Similarly I had the impression that Taxis were on meters always. Well, yes most of the times. But not always. This time much to our chagrin, we realized that beyond 10 p.m the cabbies were upto fleece passengers demanding 4 to 6 times the normal fare!!! While on cabbies, I couldn’t understand why the driver was always enclosed in a cubicle of sorts making it difficult to communicate with him/her even in sign language. (Trying to communicate in English is a horror left unsaid 😦 😦 )

For all the heavy duty infrastructure and the investment led growth strategy Chinese government has been adopting all these years with a fair degree of success, it is now clear that the growth is stuttering.  A 7% growth is being touted as the new normal. Print media is agog with articles questioning if the world’s 2nd largest economy is heading towards a protracted period of subdued growth.  China has now become the latest example to explain the Economics theory of the Middle Income Trap”

It’s clear that despite the pretensions of the Government taking China to being in the league of developed nations, it is still haunted by a few trappings of developing/underdeveloped countries. Which the people are yet to shrug off it appears.

  • Like the locals not caring about courtesy to others and smoking to glory in public washrooms.
  • Like the drivers continuing to smoke while driving in cars inspite of requesting them not to. (Blame the language)
  • Like invariably the noisy scenes you get to see in restaurants when Chinese get together to dine and drink. (Something like we Indians I must say).
  • Like the rounds of bargaining one has to do some times starting with 10% of the quoted price to purchase stuff mostly the imitations at the fake markets hawking branded stuff from I phones to watches to bags to clothes to everything. China’s tryst with IP regime may prove to be its Achilles heel sooner or later. Just couple of days ago while in China I read the news that top brands like Gucci were suing Alibaba the E-Com giant for sale of counterfeits through its marketplace.Like getting to see touts trying to sell I Phones at US$100 around to gullible passengers even inside the Shanghai’s Pudong airport terminal!!! I was surprised to see these guys inside the airports after the Check-in Area moving around looking for their customers!!! (This doesn’t happen in India even)
  • Like being amused to see empty chairs placed in sides of the road meant as parking lots. Something like placing the chair to reserve that lot. Reminded me of our Indian habit of placing towels/kerchiefs,.. in buses to block seats 🙂
  • Like for all the fascinating sights at “The Bund” at Shanghai (Clean, colourful, Hawker free,..,…) the urinals are still the old world style not seen even in towns in India these days.
  • Like finding grills in windows in residential apartments a la India type just that they were more uniform and still not spoiling the elevation of the building unlike in India where grills of all types and sizes spoil the frontage of most buildings.

Most of the above fall in line with the definition of “High Context Culture” as defined by Edward T. Hall in his seminal work – Beyond Culture, I feel. So not surprising.

But, these are just symptoms waiting to disappear soon I guess. Despite the current ills like ever rising labour costs, China continues to be the factory of the world. Global companies don’t have an option but to court the Chinese. Like Apple’s Tim Cook was attempting to do when he was in China last week logging on to “Weibo” – the Chinese microblogging site akin to Twitter. (Modi did the same on his run up to his China visit). The ever increasing aspiring class is a segment of the world’s largest population that just cannot be ignored.  But one thing which continues to amaze me in China even after being the world’s largest populous country is – Where are its people?? For example in Shanghai the world’s most populous city – you don’t get see crowds in the roads, in the malls, in super markets, in train stations,.. So where are they???

Let’s see if that mystery unravels in the next visits.

3 years hence, the impressions are still very good but may be the shine has worn a little bit.

 Postscript: Heard that the PM’s baggage on foreign tours will now have a “Selfie stick” 😜 😜

OK, No more – Mani!!!

My first reaction after watching Maniratnam’s latest outing OK Kanmani was “Man, Mani should now call it a day”!!! Okay_Kanmani_film_poster

After feeling disappointed the last few times over (Guru, Raavan, Kadal), it was with much trepidation that I ventured to watch what was Mani’s 21st film without even bothering to look at reviews. Ofcourse the teasers and trailers communicated loudly that Mani was in his familiar territory. Youth, Urban, Romance, Rebel,…,… Like somebody said there was virtually a sympathy wave this time around for Mani and more than himself, his fans wanted this movie to work. And there are enough reasons for this kind of sympathy and empathy.

After all, in Tamil cinema which is usually driven by the “Star Mania” (Puratchi thalaivar of yore to Thala of today not to forget the Nadigar Thilagam, Super Star, Ulaga Nayagan, Ilaya Thalapathy in between) – there has been little scope for a Director to make his mark and make people throng the theatres just for his direction. Maniratnam did that. Again and again for a long time. Up until recently. Not that he was the 1st to do so. From Bhim Singh to Sridhar to Balachandar to Bharathiraja and briefly Bhakiaraj all of them did exactly that. But what made Maniratnam stand apart from others was he removed “Drama” from Tamil films and that was a welcome change. Rooted in “casualism”, his movies shunned lengthy dialogues, over the top acting/overacting, emotional hathyachaars,… in short what I call as “Drama”. And brought in an overdose of cool quotient –female leads with a rebellious streak, Staccato dialogues, matter of fact acting and ofcourse with a lot of emphasis on the technique (Cinematography, Storytelling style, Background score, Music, Sound engineering, Song picturisation,…) And appealed to the Nextgen. Having said that, he was careful not to tread the path of an Adoor Gopalakrishnan (the ace Malayalam Film maker whose movies were rooted in realism – so rooted that they failed to break into the mainstream mould and remained favourites of film festival hoppers). Mani was smart to remain mainstream while pursuing an alternate film making path for himself.

It was about 3 decades ago when we were in our 2nd year Engineering that Mani’s 4th film (Mani was just another upstart director then and not the Mani Sir) Mauna Ragam silently got released. Those were days when we use to watch almost every film to hit the theatres for want of alternate source of entertainment. When we came out of the single screen theatre after watching Mauna Ragam, our usual group which usually get into slicing and dicing any movie on our return to the hostel for few hours, this time was silent. Silenced and stunned by an all new freshness hitherto unseen in Tamil movies. So much so we hit the theatre to watch the movie the second time soon. And then the analysis of the film followed for few days over. The lines Revathi (main female lead) speaks to her mom after marriage just before the 1st night were the kind unheard of in Tamil cinema before. Karthik’s characterisation in a cameo role made boys wonder why they are not like him. And I came across a MBA HR Manager (Mohan – the male lead) for the 1st time in a Tamil film 🙂 🙂

After Mouna Ragam, when Nayagan hit the screens, Maniratnam had arrived and there was no looking back since. I can devote an entire post on Nayagan which I will keep it for another pertinent occasion. For now I will just leave it with – “In Tamil cinema there was an era before Nayagan and one post that”!

In an interview when somebody asked him as to what was the secret behind his films’ connect with the audience – Mani said that all his films are about relationships which people relate to. And generally not from out of the world.  But when I look at his body of work, there are 2 types. One set of films just about relationships (Mauna Ragam, Agni Natchathiram, Idayathai Thirudathe, Anjali, Alai Payuthey and lately OK Kanmani) and the second set is about relationships but in a political/current affairs/worldly backdrop – Nayagan (Bombay Tamils), Roja (Kashmir issue), Bombay (Post Ayodhya riots), Dil Se (NE turmoil), Kannathil Muthamittal (Srilankan strife), Aayutha Ezhuthu  (Student politics), Raavan (Maoist problem),…  He has appealed to us and made a success of both the genres by and large. But what comes naturally to him I guess is when he talks to us in an Agni Natchithiram or an Alai Payuthey lingo.

Frankly when I saw Roja way back in 1992, I was a tad disappointed. First of all I couldn’t accept that Mani can do a film and make a good one at that without Ilayaraja and P.C.Sreeram. And then a Mani film with a serious issue like Kashmir strife as a template was something unimaginable and not expected. But gradually the film grew on you. (So did Rahman’s music). And when the dubbed version of Roja got a wide appreciation in Hindi, I guess Mani’s ambitions took wings. Then after he started writing Tamil films but for a national audience.  So a sense of indulgence started creeping in as it does for most creators who initially create work without any burden of expectations and then have to, to live upto their own reputation.

Even at that stage I thought he was still making brilliant films. I for one still couldn’t understand why a Dil Se flopped (perhaps for the contrived climax I later concluded). But with Alaipayuthey in 2000, he went back to his original style- a film about relationships without any forced backdrop. And just for the Tamil audience. And about Urban youth. And with P.C.Sriram. And just when we were relieved, Mani Sir went back to his second type with a series of films like Kannathil Muthamittal, Aayutha Ezhuthu, Guru and Raavan. I liked KM and AE but only in parts. I forced myself into liking Guru though not fully convinced. I gave Raavan and Kadal a miss after not so charitable reviews. But quite obviously they were disappointing and couldn’t help questioning Mani’s sync with the times.

And then OK Kanmani happened. The urban coolness is back. Staccato lines are back. The rebellious streak is back. And P.C.Sreeram is back. The relief in us is back. Mani is back 🙂 🙂 🙂

And that’s precisely why I feel that he should now call it a day. After all it’s better to sign off on a high and not after he is forced to, post a string of flops trying to explore relationships with Nepal earthquake some ISIS territory as backdrops 😦 😦

It’s not my contention that Mani should stop experimenting and keep making Agni Natchithiram/Alaipayuthey/OK Kanmani type films for ever. I am sure he has still within him for a few more movies and good ones in that. Just that anxiety as an admirer of Mani’s craft that his upcoming movies mustn’t fail and he mustn’t fall from that high pedestal he is positioned himself in.

M_Id_97352_mani_ratnam

Postscript: No, as an afterthought, maybe he should do one more film. With Ilayaraja and Rahman to do the Music honours in a co-operative effort. That will be path breaking and be in sync with Mani’s credentials😜 😜