Aamir and the Passion Paradox!

For few years now, Aamir Khan has been making December his own.  This year has been no exception. His latest film Dangal is well on its way to smash his own records at the Box office. The day the film opened to some positive reviews, the world’s most productive factory and the most efficient distribution channel today namely the “forward factory” and the “WhatsApp channel” got busier than usual. Some of the forwards were rants comparing the position taken by the Aamir as the protagonist in his earlier film – 3 Idiots and now in Dangal. In 3 Idiots, Aamir was shown taking a dig at the typical mindset of Indian parents who don’t let their children follow their dreams. In Dangal, as a father Aamir completely takes charge of his daughters’ destiny to achieve “his” dream of winning a Gold medal for India in Wrestling. In whole of the film there is no evidence of him trying to find if his daughters share his passion! Be that as it may, this post is not about those films or of Aamir’s so called double standards as espoused by social media.

aamir

On the 1st day of a New Year when one is generally in a contemplative mood regarding chasing one’s dreams and passion,… the contrasting but at the same time practical themes of these 2 films of Aamir set the tone for this piece.  In the context of following one’s passion in career and life few pertinent questions arise:

  • When do we realise actually what’s our passion in life?
  • When one needs to take decisions on educational pursuit say at the age of 17/18, do we understand what’s in store in our “passion” world??
  • And do passions @ 17/18 remain passions by 40???
  • And what if the passion one chooses doesn’t provide a decent lifestyle?? Or doesn’t it matter?
  • What about the other narrative of doing something which comes your way and turn it into your passion???
  • Does it help to pursue more than one passion in life???
  • And so on.

These are complex questions with no easy answers. Hence the “Passion Paradox”! Only in an ideal world would we have all folks chasing their dreams and following their passion and be contented in life. In normal world for most, it’s an elusive chase as if you are on a tread mill!

For a lucky very few though, the passion thing falls in place nicely. They are lucky enough to identify their passion at a young age. Possess adequate talent around it. Have a supportive ecosystem at home. Exhibit a relentless drive to achieve their goals. Blessed with a bit of destiny supporting their cause to be among the best. And get handsomely rewarded for the same. Aamir Khan for example. Or a Sachin Tendulkar. But such examples are few and far between. I am sure even for Sachin there would have been days when he felt like running away from Cricket with the kind of pressure he was subjected to!

And there are some who get to pursue their passion at work on a day-to-day basis and also get paid for it. Something like what actor Kamal Haasan said of his life – “I have no complaints as I get Karumbu thinna kooli”!!! (Getting paid that too to eat Sugarcane). Or a musician for example. Even here, a passionate pursuit when it becomes an everyday battle with deadlines – it becomes a rut isn’t it??? As film critic Baradwaj Rangan an engineer by profession who incidentally left an IT career to pursue his passion of writing aptly puts it, “that following your passion, your dream, is fine, but just keep in mind that one day it becomes a job. No one tells you that, one day, the passion becomes the daily grind!!!”

So where does that leave ordinary mortals like us who don’t fit in the above 2 categories?

Here’s my personal views. Of course to each his own.

I feel that understanding one’s passion in the late teens is only “luck by chance”! For most that is a very confusing period with limited understanding of their own interests, strengths and an idea of what they want from life. As we evolve, so do our interests. So for many we get to understand our passion rather late. Having understood what gives us that inner joy, even if it’s not early in life or even if it’s not on full time basis, it is good to pick up that interest and pursue it.  This pursuit in parallel to the regular job could be indeed liberating. It could provide an exit to the everyday grind.

I do believe that unlike the previous generations, this generation and the coming ones are better placed for pursuing all sorts of dreams and passion. With more exposure comes more options and more understanding of what’s in store.  They could hopefully fit in more in the 2 categories I have mentioned. And hence less of this “Passion Paradox” for them! Or so I hope!

While on this, a big thanks to Aamir who wears passion for films on his sleeve and keeps churning out meaningful cinema while reminding us of following our passion 3 Idiots style or Dangal style!!!

On that note, my thumbs up to all to follow your passion and chase your dreams in 2017. Cheers!

Advertisements

The Cup ended, not the cup of woes!!!

watch-cricket-world-cup-onlineOne of the supposedly grand event of Cricket – the ICC One Day World Cup ended today in a whimper. What was built up as an epic clash between the 2 Trans Tasmanian teams – Australia and New Zealand in the finals today turned out to be a boring one sided match with the Aussies ruthlessly grounding the Kiwis depriving them of their maiden World Cup win. And for us Indians, post our rather meek surrender to the Aussies in the Semifinals, today’s final was more of a side show. Not just the match today, but If you look back at the rather drearily long World Cup in the last 40 odd days, right from the league stages to the knockout there were hardly 4-5 matches which were exciting. The Semifinal match between South Africa and NZ must count as one of those matches which brought viewers to the edge of the seat I would reckon. Most of the other encounters were either one sided or falling to a predictable pattern. And more so, all the India matches were drab affairs though as long as the team was winning we had no qualms of the same.  But as an avid cricket enthusiast, for a major ICC event as the World Cup, there were very few matches which would be subject to post mortem again and again during water cooler talks in offices and paan shops in the coming days!!

I guess this trend has not just started with this World Cup. Over the years, the One Day format though extremely popular has been slowly entering a coma. But the just concluded World Cup I reckon has sort of hastened the Rigor mortis. It will be interesting to look at the possible causes for the same:

  • As a format, is it getting stuck between the Classic Test Match and the glamorous T-20? Test match cricket has its own old world own charm. A battle between the bat and the ball looks more engaging in a Test match. Even today, while a cricketer can earn by being a T-20 specialist, he still have to yearn for recognition until he proves his mettle in Test Cricket. On the other side T-20 with a soccer kind of format demands less time, is fast paced and throws open enough mauka (in this season how can I miss a mauka to use this term?😜) for innovations. In this – is the One Day Game with its tiring predictability losing its charm? You could just watch the last 10 overs of the 1st inning, then may the last 15 overs of the 2nd inning and still would not have missed the gist of the match!
  • Is the ICC in its quest to popularize Cricket killing it? Today we have a clear Class divide among the teams. One bunch are the established teams which are strong. Then we have the other bunch which are the “Associate nations” which are the emerging teams. They don’t get to play competitive games often and are a deprived lot. When both the groups are bunched together, most of the league matches turn drab where the established walk over the emerging. While it is true that the weak teams must get exposed and get opportunities to play the stronger teams often, in a World Cup most of these matches are boring affairs. One solution could be to have a pre-qualifying stage league matches among the Associate nations and get the top 2 to be a part of the established teams and go through with the league and knockout phases.
  • As in many other games like Tennis for example, Cricket is also going the “Powerplay” way! Ofcourse this has nothing to do with the format. But increasingly in the One Day format – the domination of bat over ball due to sheer power has left everything else redundant. So the team batting first routinely amasses 300+ scores these days and walks away with the match. That also means that the skill of Cricket is pushed aside by the captain’s skill of calling the coin right at the toss. Well, most of the times. (Like in the India Vs Australia Semifinal match in this World Cup, the loss of toss by Dhoni turned to be the 1st nail in the coffin). One can argue that in the Test match format there is still room for a batsman with elegance, a spinner with guile and players with skill but in One Day and the T-20 formats – increasingly it is “Power” which is at “Play”. So the urgent need for may be bowler friendly conditions and an even-steven contest between the bat and ball.
  • It’s a no brainer that any game becomes interesting if the course of the game and its outcome are unpredictable. But frankly today in the One Day format the only unpredictability is when there is rain and the two gentlemen Duckworth and Lewis come into play 😄😄. The D/L method is so intriguing that it many times it has turned a docile match on its head and turned it interesting. It’s another matter that my friends from South Africa will have a different view on this 😄.
  • To be fair to ICC, they have been introducing a few innovations into the One day format like Batting Powerplays, Bowling Powerplays… to bring in some twists to the game. But just that these are few and far between and have not been able to shift the dial.

So for the ICC, the “Cup” must have ended but when they do an honest assessment of the recently concluded World Cup, they would realise that their “Cup of Woes” has just begun.  Which is to find ways and means make the next World Cup really engaging, interesting and exciting and not a 2 month long dull and drab affair with very few “rewind worthy” moments!!! And make (One Day) Cricket live up to its original cliché of “A game of glorious uncertainties!!!”

Postscript: After reading this, if you felt a “No, no, these grapes are sour” sense omnipresent in this piece after India’s #Wont Give It Back became history last Thursday– it is purely coincidental 😜😜

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

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

Mauka

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

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

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

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

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

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

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

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

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

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

Madras 375 – Not out!!!

HappyBD MAdras

I’m not a Madras boy. Not born there.  Didn’t quite spend my formative childhood years there.  Have not worked for long in that city as well. But have been frequenting Madras as a visitor since the late 80’s enough to suffer from “Madrasitis” 🙂  Ergo, as Madras, the oldest city the British built in India celebrated its 375th birthday last week I couldn’t help recount the different vignettes imprinted in me around Madras. I am aware that at best that can only be an inside view of an outsider, nonetheless an honest one I promise.

I have very foggy memories of the first 4-5 years I spent as a child in the 70’s.  So, nothing much really to recall except that we were staying few minutes away from Luz corner at Mylapore which is today stereotyped as the cultural nerve centre of Chennai.  So my account is all from the 2 years I spent in Madras when I worked in the 90’s and the few days I spend on and off every year mostly on business and at times otherwise.

Conservatism was at the heart of Madras. Keeping a low profile, being simple, not showing off and to some extent being subservient were drilled into as essential behavioural requirements for children. This drill over a period of time got into the genes and brought up Madras as a quintessential traditional society. A talented A.R.Rahman or a Superstar Rajinikant or a brilliant Maniratnam all products of this Madras would always be grounded even while flying high in their respective careers.  This conservatism had its share of problems as well.  Bachelors would find it difficult to get accommodation. Survival in Madras for outsiders if you didn’t know the language was a nightmare.  The opening up of the stock market in the 90’s and later the IT boom slowly brought what is today a cosmopolitan cut to the once traditional Madras. But there were other good things which didn’t have to wait for long. The beaches for one.

The Edward Elliot’s beach in Madras just few kilometres away from the more famed Marina beach was not as popular but had a quaint appeal to it.  With not many shops or eateries as it is today, the beach was clean and was a jogger’s delight. The sea with its characteristic rough and not so rough demeanour was inviting to even a diehard hydrophobic. As a child, standing in the water and getting lashed by the waves was an exciting pastime. Little one realized then that it would be the same even when you grew up. The mobile Aavin Van booth at the beach served the best fresh flavoured milk in town then.  The Marina beach ahead had a different flavor. More crowded, more eateries, more noise and more love birds hiding behind boats and under fishing nets only to be discovered by young boys selling ‘Manga Thenga Pattani Sundal’ a unique recipe of Sundal (Peas) generally sold only in the beach. As the evening fades and the dark sets in, the rotating light from the lighthouse gives you the signal to start packing off – and you do so reluctantly only to come again another day.

Moving away from beaches, the next thing which rings in your ear when you think of Madras is its moorings with classical music. Come December and the “Season” arrives with its characteristic charm. For the uninitiated the “Season” here alludes to the ‘Carnatic Music’ season. By the way Madras or today’s Chennai has 3 seasons. – Summer, Hot Summer and Music Season 🙂 🙂  So during this music season Carnatic musicians of all hue descend into the city and spread across 3 weeks play/sing “notes” of their lives in an attempt to get noticed. So much so even if you are a top notch Carnatic musician with acclaim elsewhere, you are a nobody until you have performed in this capital during the “Season” that too in the evening slots. Aspiring musicians pay money to sabhas to earn a slot in the mornings/afternoons just to be a part of the “Season”, I am told. Apart from performances, old mamas mostly and sometimes accompanied by mamis saunter across in the early mornings with mufflers and shawls (the only time in the year when you have to take these wear out in Madras 🙂 ) to different sabhas to understand the nuances of Kalyani Ragam and its variant Yaman Kalyani or other such purists’ lookouts in “lecture and demonstration” sessions.  For lesser mortals there is always the difference between Sada bajji and Mulaga bajji to worry about 🙂 🙂  During the “Season” for many, the filter Kapi (coffee) at the canteen outside is as important as the ‘Kaapi’ raga rendition inside the auditorium. Just cannot afford to miss both.

The filter Kapi brings us to the next attraction of Madras which is the food.  The city is a vegetarian’s paradise. For all those who get carried away by the Idli/Dosa/Vada/ Sambhar dished out at the various so called south Indian joints all over the country, you haven’t tasted the real thing yet if you haven’t tried all these in Ratna Café or Saravana Bhavan or Sangeetha or that Murugan Idli Kadai in Madras. Today joints like Saravana Bhavan are in the forefront of transporting the “Madras culture” to various cities across the globe where our bright IT Engineers are writing codes to glory.

Any talk of “Madras culture” is incomplete without reference to Mylapore located at the heart of the city.  Time permitting, I don’t miss a visit to Mylapore when in Chennai even today.  The long walks to Kapaleeswarar temple via Luz from my house, the compulsory visit to Giri Traders to catch up with latest on classical music, the mandatory check at the Ambika Appalam store for any new item ( 🙂 ), Coffee at Saravana Bhavan and the walk along Nageswara Rao Park smelling the Amrutanjan in the air and shopping at Rex Fashions are things which are etched well in my memory.

As I jog my memory further the other thing I enjoyed in the 2 years I stayed in Madras was catching up with Tamil plays in the weekends. The Mylapore Fine Arts was at walking distance and was popular with all the leading troupes of the day like Crazy Mohan, S.V.Shekhar, Y.G. Mahendran, Poornam Viswanathan,…  I am talking of a time when there were still takers for Drama.

Essay on Madras and no reference to the notorious autowallas??? I am told that “Amma” has been successful in implementing electronic meters in auto rickshaws this year and I hope the system is working. For years, one had to put up with the tyranny of autowallas in Madras. Those days when the train reached Basin Bridge, I used to brace myself for the fight with the autowalla at Madras Central Station. The autowallas knew to outsmart the passengers every time and ask for more. “Konjam Meterukku mela pottu kudunga, Sir” (Sir please pay more than the meter) used to be one jarring line one hated to hear. And the reasons for asking more than the meter were ingenious.  “Sir the destination is very far, Sir the distance is too short, Sir I will have to return empty, Sir you have 3 luggage pieces, Sir there the road is not good, Sir it is raining, Sir there is no light in that area and too dark, Sir the meter is not working, Sir prices have gone up, Sir Naan Pulla Kutti Kaaran (I have children),….!!!”  🙂 🙂 Invariably we were asked to fork out for the ills of everybody else!!! The advent of Call taxis and now the E-meters hopefully have put an end to this Autowalla tyranny.

I can keep writing on many other aspects of “Madrasitis” like the annual test match at Chepauk during Pongal, the influence of Kodambakkam aka films on people, the day long shopping by women for Silk Sarees at Mambalam, Woodlands Drive-in – the Salespeople’s’ adda, the poster culture eulogizing film stars then and politicians now (Witness “Amma” being elevated to a Durga one day Ganga/ Parvathi/Queen Mary/Radha/Kaali/Mother Teresa/,.. some other day in posters and cut-outs plastered all over the city) and so on.

This post has gone too long. But then 375th Birthday for a city doesn’t come every other day. Wishing our very own Madras (I’m not a fan of this changing names of cities when a party comes to power) while being 375 Not out many more runs and a long,…. innings!!!

Postscript:  People in Madras are known for their tongue ’n cheek wit and humour. This is one sample:

James Bond comes out of British Airways at Chennai, goes to his waiting driver and says “I’m Bond, James Bond. James to you”.

For which the driver replies “I’m Subramaniam, Bala Subramaniam. Balls to you…”

🙂 🙂 🙂

“Ideas Mela” – What an Idea Sirji !!! Part – 2

In the last few years, in airports across the world you cannot just miss one thing. The ambience at the airports may be different, the service levels may vary, but one thing which was common was the HSBC branding at the “Aerobridges” whether it was Los Angeles, London, Delhi, Singapore, Honk Kong or Tokyo.  I’m not sure of the year when it started but if my memory serves me right, it could be 2010/11 when HSBC kicked off its global campaign positioning itself as “The World’s Glocal Bank” and the one of the main medium they chose to carry this message across was the “Aerobridge” at most of the international airports across the globe.  In line with the campaign theme of being a “Glocal” bank, while the medium and treatment were unified on a pan world basis, the creative itself was localized and changed from one country to another.

Aerobridge Exterior

Aerobridge Exterior

Aerobridge Interior

Aerobridge Interior

So much so HSBC earned the moniker – “Airport brand”!!! Though there is nothing novel about branding in airports and this would seem as just another OOH  ( Out Of Home) medium this “Glocal” execution of the campaign simultaneously as I understand in some 25 odd countries in may be around 100 airports certainly falls under the “What an Idea Sirji” category.   In my earlier blog post – “Ideas Mela – What an Idea Sirji” ( read here), I had touched upon a few campaigns which used media innovatively to carry their message across. In this post, I am talking of a few more such ideas which I came across and felt worth sharing.  These are not creative ideas perse’ but ideas where the media chosen were different and hence groundbreaking.

  • Continuing with Airports, in the post 9/11 era we live, going through the long security drill seems unavoidable. As part of this drill is the need to remove our laptops/Tablets,.. and put them in trays for screening. These trays have become a novel branding medium. I don’t know which brand hit upon this first. But now I see that many travel websites like makemytrip, expedia, goibibo,.. have likened to this idea and may be sponsoring these trays and branding them. Airports, travel and travel websites are all related and it seems to be a great idea for these brands though I see a trend of all travel companies jumping into the tray b(r)andwagon and hence may not be so distinctive anymore.
makemytrip trays

makemytrip trays

 makemytrip

  • There was a time in India when immigration counters at airports use to be chaotic to say the least.  Particularly when you are returning home after a long trip you rue the thought of spending an hour again in the maddening immigration line upon arrival.  Some people believe it is unruly even now. But I for sure feel that there is a marked improvement on this front in the last 5-6 years. Wait a minute, why I am talking of this here??? Well part of the solution to the problem apart of training of the immigration staff,…,… has been the introduction of a single line at the end of which people are directed to many counters.  As you stand in the line and wonder invariably of the Incredibility of India, you cannot just miss the branding on the rods which are used to form the line. (Sorry no picture due to security reasons!!)  Thomas Cook was a pioneer in this and used this medium quite well which I feel is inventive. Again, immigration lines, airport, travel, Convenience, Thomas Cook all conjure up an association in the minds and I thought it was a great idea for a Travel company.
  • Airports are not the only place where you stumble upon great ideas. You could in Multiplexes too and that too in obscure places like “loos” like I did.  “Dixcy Scott” a men’s innerwear brand found some strategic spots inside the Men’s washrooms for promoting their wares. I was surprised first, amused later and was impressed finally to find posters with captions like “Aim and Shoot”, “Size doesn’t matter” and “Do not give into pressure” placed just above the wall mounted men’s urinals.  These apparently staid copy lines bring another dimension when placed at the right place. So much for “placement”. Surprisingly I saw this campaign only for some time and I don’t see it these days.
  • When you talk of Ideas and Innovation it is seldom that Fevicol and its ilk get left out.  This time it showed up even in the “Online” space.  In April/May when the spot fixing/ match fixing drama in IPL was dominating the headlines in India, this idea from Dr.Fixit – a Fix all adhesive product from Pidilite was kickass. In that period whenever I was googling for any news on match fixing, IPL,.. invariably I tripped on banners for Dr.Fixit routinely on the side. I noticed this casually once and then when I repeated the search, I found the banner appearing in other IPL related sites as well which left me quite impressed on the smart SEO/SEM work.  See for yourself the visuals.

 Dr Fixit,Online Innovation,052013Dr Fixit,Media Innovation,052013,2

  • In recent times, one can say that the film Chennai Express was a case of a clear box office hit made possible by some great marketing. A film with not so great/unique story line and many other fault lines which could have ensured it to be a box office dud (looking at past films of this ilk) turned out to be one of all time big grossers. And certainly the big bang/big buck marketing blitz and PR played a great role in this.  One piece in this marketing spend which caught my attention was the use of “Train” like cut outs (see pic) with branding of the film inside multiplexes couple of weeks before the film release. The windows in trains which you usually see were replaced with LED displays (like TV) and were continuously feeding promos of the movie including song clips, trailers, Making of the movie,.. As people were waiting outside the movie hall this was a good opportunity to grab eyeballs and generate a positive buzz about the movie and it certainly did. The film took to a great opening and as the cliché goes rest is history. History will record Chennai Express as one of the top movies of SRK.

Chennai Exp Media Inno,Mumbai,082013

  • Staying with filmy stuff, watching Mahabharat on TV every week was part of my growing up memories. Sunday morning was the time to roll on the highways and take some sunbath as you will find no traffic when Mahabharat was on air. Some people attempted to re-create Mahabharat on TV this time on 3D. So the 16th Sep edition of the Times of India carried a full-page ad for the serial Mahabharat. Along with the paper a 3D glass was also given away. Again a different dimensional thought to get some TRP going and for sure a great idea.

Now I’m not sure if the TRPs soared or for that matter if the said channel is continuing with Mahabharat as of now.  Similarly I am not privy to the sales revenues after the above so called great ideas were unleashed. Hence the often heard of “What an idea Sirji, but no impact on sales Sirji” remarks in the corridors of corporate houses and facebook walls will continue and keep us busy.  Nevertheless Great Ideas need recognition and celebration. If you have come across some interesting use of medium, please do share here.

Postscript: There is one more media innovation which I missed to cover here. That is of the use of “Modi Masks” during the last Gujarat State Elections. Among other things it certainly contributed in building the “Modi Persona”. It will now be interesting to see if the “ModI Kites” which have been unleashed recently, help in soaring of the BJP/NaMo fortunes in 2014.

modi mask

The “Little Master’s” Long & Towering Inning!!!

Jan-Feb 1997. Standard Bank International Tri series competition featuring India, South Africa and Zimbabwe in South Africa.  South Africa had already qualified for the finals with a few straight wins. India (under Azhar) coming after a poor away Test series against South Africa was struggling for form and so was Sachin Tendulkar. India’s only hope for qualifying for the finals was to beat Zimbabwe and that too with a better Net run rate. On that day the equation before India was to chase down the target of 241 to win the match under 41 overs.  Sachin opened the innings and with an aggressive intent from the word go scored a century and made sure India wins and wins with a higher NRR to qualify for the final. This innings somehow doesn’t figure in the pundits’ top 10 ODI innings of Sachin. But for me, this innings 8 years after his debut and 3 years since he started opening in ODIs signalled the transition of “Sachin – the talent” to “Sachin – the phenomenon”. Because it’s from here that he started his immaculate journey of being the “Impact” player for India for the next 10 – 12 years. An impact player elevates his/her game to the demands of the situation and influences the result of the game.

From then on Sachin’s career graph zoomed along with India’s victory record.  With a full-time job one doesn’t get the opportunity to watch a lot of Cricket. From what I saw, the following innings of Sachin stay etched in my memory for the sheer impact he left on that game:

  • Grabbing the ball from Azhar and bowling that last over in the Hero Cup 1993 against South Africa. Needed 6 runs to win, South Africa could just score 3 off that over of Sachin and we won that Semifinal. I don’t know if involuntarily Sachin sowed the seed for the “Choker” label on South Africa that day!
  • 155 against Australia at Chepauk in 1998 where he took on Shane Warne & Co. He feasted on Aussie blood since.
  • The 2 back to back centuries in Sharjah again Vs. Australia in 1998. The 1st helped India to qualify in the final and the second won sealed the cup.
  • 136 against Pakistan at Chepauk in what turned out to be a lost cause. I can’t forget this match. I remember very vividly the spring in the Pakistani players the moment Sachin got out. Wasim Akram who was going through the motions as India was coasting to a victory with just 16 odd runs required till then, smelt blood when Sachin’s wicket fell and choked the tail enders. India lost the match by 12 runs. Sachin did not turn up for the awards to collect his Man of the Match award.
  • 98 against Pakistan in the 2003 World Cup is part of folklore. To me this innings and our win exorcised the ghost of our loss against Pakistan in the Australasia Cup in 1996 when Javed Miandad needing to score a 4 off the last ball smashed a 6 off Chetan Sharma. Ind – Pak encounters were never the same again 😦

These are from what I got to see “live”. Am not saying that these were his best innings. (It’s clear that I’ve seen less of live cricket oflate 😦 😦 )

I feel that he ceased to be an “Impact” player since 2003.  While he continued to contribute to the team’s cause with bat, ball and brain, the baton shifted somewhat to Sehwag, Dravid, Laxman and these days Kohli. Though he ceased to be that element which decided the fate of the match in India’s favour, still he continued to provide that sense of security as long as he was in the crease. When he was in the crease, the thousands of Gods India boasts of were invoked simultaneously by few millions and made to work over time.  This TVC of Adidas which captures this essence is my personal favourite.  Along with Sachin, the Gods will feel a sense of retirement since yesterday 🙂 🙂

Talking of retirement, I personally felt that Sachin’s retirement came a few seasons late. He could have actually retired long before we started seeing rookie bowlers sending his stumps cartwheeling. Well, all that is forgotten and forgiven for now. At the end his “Calling it a day” went as per well-orchestrated script. By choosing to retire this way ( a la Steve Waugh – announcing in advance that the 200th test will be his last test) he ensured a lot of things. BCCI pulling off a home series with Mumbai as the venue for the 200th, fully packed stadiums, stadiums resembling some collage of brands and advertisements, Tourist arrivals to watch the 200th match, Media frenzy, unparalleled test match viewership for the 2 matches,.. ,.. At times you got a feeling that it was the last TEST match to be ever played!!!  If all these motivated a few youngsters to aspire for a similar farewell when they call it a day it was all worth it.

In a country which is as diverse as India where there are multiple religions, few 100’s of languages and dialects, food habits which change every 250 Kms, Attire which is different as chalk and cheese in the North/South/East/West corners of India not to talk of the different cultural sensibilities, where even Bollywood is not an unifier, the only unparalleled and unchallenged unifying phenomenon is “Cricket”. Cricket cuts across geographic, demographic, psychographic, social, financial, cultural,…,… divide.  It is to Sachin’s credit that he could be a true “Indian Idol” spanning across this entire divide.  To carry on his shoulders the aspirations of a few millions of people that too for a long period is not easy and he did that with commitment, discipline, focus and many more adjectives like that.

  • India won the last Test match and Test series he played
  • India won the last World Cup he played
  • Mumbai Indians won the last Champions Trophy Sachin featured
  • Mumbai Indians won the last IPL he probably played

This is some tall stuff for a Little Master in his inning called life!!!

A big “Thank you” is in order.

Sachin

Postscript: As I remember, the original “Little Master” was Gundappa Vishwanath. When he retired the tag passed on to Sunil Gavaskar and then to Sachin Tendulkar. Who will be the next #Little Master???

If you are a fan of Sachin, do check these links :

1. Google’s tribute

2. Star Sports’ Sachin Memory Project

Lest We Forget!!!

In his seminal work of 2005 – “The Argumentative Indian” Nobel laureate Amartya Sen, “argued” that the understanding and use of the argumentative tradition of Indians are critically important for the success of India’s democracy and its other ethos. However between 2005 and now, the argumentative Indian has matured into “The Outrageous Indian” I guess.  In India presently, the economy is under tremendous strain permeating pain all over. Ergo, the GDP has fallen off the cliff and not sure how low it will get by the time this fiscal year gets over. However no such problems for GDO – “Gross Domestic Outrage”!! In the last few years there has been no paucity for outrage in this country. Many opportunities have been presented to us in meticulous frequency and we have all faithfully shown our outrage whether it is on the streets, on Twitter, on Facebook or on WordPress.

Lest we forget, I wanted to do a reality check on if things have got any better post the pouring of outrage.  Here we go:

Lokpal bill: In the August of 2011, a frail Gandhian by name Anna Hazare and a group of argumentative Indians bandied as Team Anna by the media brought thousands of middle class Indians to the streets.  The cause was to get a “Lokpal bill” passed in parliament. At the peak of its movement Team Anna moved the country and was inexorable. Today, Anna has been pushed to avail VRS (voluntary retirement scheme), Team Anna on losing steam got dismantled and Lokpal bill is in cold storage.  Once again.

Delhi Gang Rape: The heinous act by a few thugs in the capital city in the Dec of 2012 ushered in Outrage 2.0. India’s political class made all the right noises (political noise i.e.) in the aftermath, Nirbhaya became omnipresent, Justice Verma was commissioned to suggest suitable amendments to the Crime Laws, he rose to the occasion and submitted his recommendations in record time, the Govt. passed a law with supposedly stiff provisions to prevent rape,… ,…So far so good.  7 long months on – the guilty have not been punished yet. If this is the situation on one of the most visible crimes in the country, I shudder to imagine what would be the state of affairs on lesser known crimes!!  Justice Verma in the meantime passed away and to me, the cause which he furthered all his life (Justice System) failed once again. And for the Govt. closure was achieved when in the Budget it set up a “Nirbhaya fund”!!! Did we hear anything on that post March???

Coalgate: Till then CAG (Comptroller and Auditor General) in India was just another “babu” whose department did audits of Govt. departments and released reports, mostly harmless. But this time the then CAG Vinod Rai decided to do a “Seshan” and released a draft report which accused the Govt. of a scam of epic proportions in allotment of coal blocks to public and private enterprises arbitrarily thereby causing loss of ( I forgot ) so many lakh crores!!! The opposition duly disrupted parliament for a whole session. And where are we today? There is a power shortage in most parts of the country. Power plants need coal. Mining has been stopped in most of the states. A Congress MP and a young scion Navin Jindal has been accused to be in the thick of action in the scam. A minister does “proof reading” of the status report prepared by the CBI (He ceases to be a minister now). And frankly I’ve lost track on what’s happening in this front!!! At the end, are there now clear guidelines on allotment of coal blocks or for that matter any natural resource??

Pakistan’s dastardly act in LOC: 2 Indian soldiers were captured, killed, beheaded and their body mutilated allegedly by Pakistan army in the LOC. The outrage here in this part of LOC was spontaneous. I’m not privy to the steps our Govt. took subsequently. We hope some steps have indeed been taken to ensure this doesn’t repeat.

Blasts in Hyderabad: Yesterday, 13th July marked the 2nd Anniversary of the serial blasts that shook Mumbai. Few months from now, it will be the 1st Anniversary of the twin blasts that rocked Dlisukhnagar in Hyderabad in February. Anniversaries such as this come and go and Candles do brisk business on these days. We are yet to figure out the cause, the perpetrators of the crime or any mechanism/process to prevent such acts in the future. In fact last Sunday the Bodhi temple in Bihar was the centre of another blast!!! That Buddha in his time was considered an apostle of peace completes the tale of irony.

Match fixing: For long Indians were supposedly good at match fixing. The only way Indians got married was when their parents “fixed the match”. As things changed in that space, we turned to a different Match fixing it seems. It emerged that in IPL (Indian Premier League) cricket, players were involved in betting and fixing the outcomes. It turned out later that even owners were also in the ring. Another rage. From everyday dose of investigative revelations few months back to complete peace in that front, we find that the whole saga has been fixed and buried with no outcome!

Uttarakhand flooding: This is the recent one. We don’t know if the floods have actually receded there but the nation’s attention and mindshare already have, already. Actually now starts the act of reconstruction. If done with vision, here’s an opportunity to create a new “Chardham” experience. Will it happen? Ground evidence doesn’t provide any play for hope.

So as can be seen, for the aam admi it’s been just OSOT – Outrage Se Outrage Tak (From one outrage to another) and they have not yielded any tangible result.  In a democracy as ours, our opportunity to “materially” intervene comes once in 5 years. Post that intervention, we have no choice but just to show outrage.  At the same time is there a way by which while we keep moving on, get the attention focused on the earlier issue and obtain closure? Can the leading news channels/newspapers devote a weekly slot on re-visiting “Open issues”?  Is it too much to expect of the opposition to demand action on older issues?  Can we have constitutional amendments paving way for the President to intervene on outstanding issues? Gurcharan Das in his piece in TOI today goads us to spend 1 hour a week in the neighbourhood as an answer to our increasing political disenchantment.

This is my small attempt to keep the fire on, lest we forget.

Outrage

Tailpiece : When he was “outraged”, Bharathiyar said:

thani oru manithanukku unavu illai enil jagathinai erithiduvom” (if there is no food for a single person we will destroy the whole universe)

Today’s Govt. says:

thani oru manithanukku unavu illai enil Food Security Bill kondu varuvom” ( If there is no food for a single person we will bring the Food Security bill)!!!