TN, TINA and the lack of Conscience!!!

In May last year, when Tamil Nadu (TN) was in the throes of election I had written a post titled ‘The NOTA Conundrum’ (read here) where I had said that in TN, people have to make a choice when there is actually none.  Between the 2 leading Dravidian parties namely the DMK and ADMK there has been so little to choose from in the last 2 decades. Both the outfits are bereft of any ideology or ideas, are equally corrupt, excel in competitive “freebieism” and have been consumed by family intrigues – one own and the other extended. In that sense TN has been suffering from “TINA” (There Is No Alternative) syndrome. Since NOTA (None Of The Above) was not an option, the people of TN did make a choice of electing ADMK under the leadership of Jayalalitha. (I hate the Amma, Chinnamma sobriquets).  However it would be a grave mistake to conclude that it was a Jayalalitha wave or a massive mandate for ADMK. In fact analysis (read here) shows that DMK actually pipped ADMK in terms of the “Contested vote share” and was actually weighed down badly by the poor performance of its allies. Be that as it may, unfortunately for TN since the elections and the return of ADMK, it has been bogged down by one crisis after the other – the demise of Jayalalitha, the Wardah cyclone, the Jallikattu ban controversy and now the ongoing reality show of Sasikala trying to usurp the reigns of the state. Governance in TN has been holidaying in some “Bay resort” or recuperating in Apollo Hospital for some time now.

That being the case, the question that begs to be asked is what was the hurry for Sasikala to take over as Chief Minister now? After Jayalalitha’s demise, she was able to smoothly appropriate the reigns of the party and became the General Secretary without much ado. In Panneerselvam (OPS) she had a man who has always been pliable and willing to toe the line as long as his interests are taken care of. So the best option for Sasikala was to follow the “Sonia Gandhi model”. Enjoy authority without responsibility by doing back seat driving of OPS from Poes Garden.  If the Government under OPS did well, Sasikala could have still got the credit diverted to her through her sycophant brigade of MLAs and Ministers. And if things went wrong, OPS could have been made the fall guy. This could have helped in moulding public opinion in her favour as a person who listened to her inner voice and made the sacrifice of not going after power. But all this was not to be.

In a very hurried and ill-advised move just when the state was returning to normal after seemingly scoring a win in the Jallikattu issue, Sasikala decided to ascend the throne by de-seating OPS. OPS after initially playing ball decided to run Sasikala out. After his well-choreographed chat with Amma’s Atma for 40 over minutes (not 5 or 10 mins but 40 which was the time needed for the TV cameras to reach Marina beach from wherever they were) spilled the beans on the machinations of Sasikala. He put paid to her ambitions and her so far crafted public image. From being the natural claimant to Jayalalitha’s legacy just a few weeks back to becoming the Villian No. 1, the descent for Sasikala has been steep.  And OPS morphed to becoming a paragon of virtue. Meme factories the best testimonials so far to the Make in India program aided the transition of OPS from a “starter” to being the “main course”!

What explains this Sasikala camp not following the “Sonia Gandhi model”?

Was it the chase for money? I don’t think so. In fact authority sans responsibility is the best way to get a share of the booty while dodging what our erudite CEA Arvind Subramaniam calls as 4cs – Courts, CVC, CBI and CAG which today torment politicians in power!!!

Could it be the lust for absolute power? That narcissist feeling of seeing your name prefixed with Chief Minister when the opportunity is at striking distance is certainly tempting for anybody. So, this could have been the reason though as per me, the headaches that come along may not be worth it. That too when you can still enjoy the fruits of power by wielding the remote control.

I think that there is more to than meets the eye. It is possible that OPS is in the know of the shenanigans of Sasikala in the last few years. So the most plausible reason could be the insecurity that OPS may let the Govt. machinery have a go at the Mannargudi Mafia as it is called now with the sleight of hand of the centre.  This would pose a 24*7*365 check on her aspirations while giving the impression of her wielding power when she is not.  I conjecture that this could be the reason for Sasikala & Co. in deciding to pull the plug on OPS as CM so early. More time could have only cemented OPS’ position.

What would have been a smooth transition had OPS played his usual submissive self, has turned into a pitch battle now. The “Game of Thrones” is now playing out on our TV screens for the past 1 week putting reality shows to shame.  Herding and hiding of MLA’s in luxury resorts an idea contributed to Indian polity by Chandrababu Naidu I think is past its prime. MLAs one by one jumping ship from Sasikala to OPS on an hourly basis only brings to the fore the need for a “Conscience vote”. In India, the Anti defection law originally meant for stopping the Aaya ram gaya ram politics of the 80’s has put a lid on the conscience vote totally. Today a MLA or an MP has no option but to toe the high command line lest he/she will be disqualified under the Anti Defection law. This has effectively stymied dissent in democracy. Though the lack of conscience vote is not an issue in the ongoing TN saga, I reckon lack of conscience is.

I feel that if our legislators are allowed to vote with their conscience confidentially on all issues may it be related to internal democracy (like electing their leader) or voting on a bill, our country will be a better place. Till such time, those honest people wanting to enter politics may have to wait.

ops-sasiPic Courtesy: Indiatoday.in

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A WhatsApp’s message!!!

I am myself surprised to witness what has been happening the last 2 weeks. If I add “pleasantly though” to it I will be labelled a sadist. For some time now I have been vilified for many social evils happening in the world. From the time I came to existence though there has been an acceptance (grudgingly if I may add) that I am useful in connecting people from disparate parts of the world, there is also this constant nagging at my back. Of how I waste people’s time, of how I have managed to turn people into being unproductive, of how I have become a tool to circulate mischievous rumours, of how people use me to spread venom, of how I and my clan have even become soft tools in the hands of savvy terrorists and so on. In the company of my more august colleagues we have become one group against which the Governments all over the world have axes to grind. And I hear that they all are putting up plans to do what they do best –“Exert control”. So I will not be surprised if in the coming months/years there are UN summits to discuss laws to control us like the ongoing UN Climate change summit in France aimed at achieving a universal and legally binding agreement on Climate😃 (Does these UN Summits really deliver is a debate you guys should kick-start)

So under the circumstances, what happened or rather is happening in Chennai, India – the unprecedented deluge which hit the city at its heart throwing the city and its people out of gear has been our moment of comeuppance and a decisive one in that. Though it was not my intention to use an unfortunate natural calamity to send a message to our critics, (though sending messages across is my raison d’être) it might have ended up like that. I never imagined that in a short time since I was launched as “WhatsApp” into the hands of many human beings across the world, I would get to play a stellar role at the time of a huge humanitarian crisis like the one which happened in Chenna😄😄i. The crisis is yet over.

WhatsAPp

It is now normal for any individual in Urban India to be part of a few WhatsApp  “Groups”. One’s group range from “Immediate family” to “Dad’s side family” to “Mom’s side relatives” to “Cousins” to “Office team” to “Ex-Employer/s team” to “Living community” to “School” to “College/s” “Hobby” group and so on. And smart people who want to use me for their business have few more groups like customer groups, Vendor group,… And there are short time temp. Groups which are formed for certain events. The “Groups” may be many but I have noticed that the happenings are usually similar. From Good morning, Good night messages, Happy Birthday/Anniversary wishes, and then discussions which happen on and off ranging from being serious/purposeful stuff to frivolous time pass type. And there is this monster type called “forwards” usually taking up most of my server space – motivational messages, philosophical messages, Jokes and memes, articles, chain messages on Gods, those with political messaging,…,… I myself wonder how it would be to watch the same meme on Alia Bhat or Captain Vijayakanth again and again in different groups though I must admit here that they are extremely funny😄. In all this forwarding business, I got sucked into playing a huge part in resurrecting the career of guys like Alok Nath😁. And give a positive connotation to “Viralling” 😁😁. It’s now easy to know the time when one wakes up from the 1st message he/she sends through me. The 1st thing most people on earth do these days is check messages on me – again an accusation hurled at me as an addition inducer. My grudge has always been that inspite of being a powerful tool which is very useful to humanity in many ways what I got associated was that of a spoiler😩.

I guess however from now on things will be different. People put me into productive use in the last 1 week in the time of the Chennai crisis. From sharing updates on the latest weather to important information on road conditions to circulating info about people in distress the forwards were of the critical type. With no TV when power was down, people completely had to depend upon updates on social media. Groups which are generally are accused of gupshup used the forum to reach out to the needs of friends, near and dear. I’m not saying that the same people would not have responded if individually contacted through other means. But media like me which thrive on group communication have a demonstrative effect. The whole feeling of helping and supporting each other gets infectious in a group and end result has a multiplier effect. As the weather in Chennai returns to normal there is a big task in hand for the common public and the administration. Rescue is now over and it’s time for relief, rehabilitation of the affected and recovery to normalcy. Here again I hope to play a big role in being a platform for generating funds and resources from well-wishers all around the planet. If there is an identified agency which is engaged in relief measures, please use me to forward details of them among your “Groups” to raise funds. In the last few days, I am clear that there is no dearth for helpful souls and they are a plenty. To tap them is the crux of resource mobilization and I feel I can play a crucial role in this activity.

While being happy about the role we social media played in diffusing the crisis, I was also pained to see the other side. Like being used to spread wrong information to spread panic. Like forwarding pictures of Thailand cyclone and passing it off as Chennai floods. Like spreading mischievous message that crocodiles from the zoo have escaped (attaching some photo shopped pictures to effect). Like some political parties taking to social media to score brownie points at this hour of grave crisis. But one must not forget that we are a double-edged sword. It doesn’t take a long while for citizen groups to use us and expose the evil machinations of the politicians or their sycophant followers! So, I hope these will stop sooner or later.

From here on I do hope fervently that our group fondly revered sometimes and decried other times as “Social Media” consisting of my good associate Facebook and friends like Twitter is given our due place under the Sun. And folks like you should be proud for using us to play a constructive role when needed😃. So next time if you are bashed by somebody for being on “WhatsApp Chat all day long” don’t be guilty😃😃

Now, liked this?? Please take a minute to “forward” this to your Groups. Thanks😃😃😃

“Notes” from the “Season”!!!

For long as I remember Chennai or for the romantics – Madras had 2 seasons – Summer (for almost 340 days) and the “Music Season” for a month straddling December and January.  But since the 90’s, “Season” has come to mean the Music Season and is quietly giving Chennai its place under the Sun due to its uniqueness and unparalleled virtues in the entire globe.  The last time I was in Madras during the Season was I think in the late 80’s before the evolution happened. So when I got an opportunity this time over to be in Madras last week, though just for a couple of days, I was excited and was keen to record for myself the notes emanating from the streets, sabhas, well practically from all over!

I don’t think there is any other geography in the world where there is such a confluence of artists and their music as in Madras during the Season. Such is the carpet bombing of concerts of artists of varying hue that one is spoilt for choice.  Since I was there only for 2 days I didn’t face that problem and had to pick up from what was available on the calendar. Which is made simple these days with the many “Season apps” on your smart phones where you can search by date, time and the artist. So there I was on the 1st day of the New Year at the Music Academy at 9.00 am for the 1st programme of 2015 (surprisingly Free Entry) – A Flute recital by Shashank another child prodigy of our times.

Academy

While I leave it to the musically erudite to write about the nuances of the Gambira Vani ragam and Evari Mata Kriti,..,… he played that day, let me stick to the interesting things happening around the Season itself.

The Season is unique in many ways. One shouldn’t be surprised if

  • you get to see a packed house at 9.00 am on the New Year day that too for a typical old world Classical music programme!!!
  • in what has become a sponsor driven entertainment industry, you see a clean stage as I saw that day at the Academy without any ugly sponsor branding elements
  • outside the concert hall, you see somebody talking loudly (no surprises here 😉 ) on the mobile phone about the gradations in the rendition of O Ranga Sayi in Kamboji raga by so and so artist which he just heard
  • you see an elderly wishing well – (Nanna Varuve) to a young lad may be all of 10 who would have just finished his concert ofcourse in the morning slot
  • you catch many young things taking notes assiduously while the concert is going on and discussing among themselves in what beat the song was played or such technical stuff in between the programme yes mostly in Yankee accent 😄
  • the mama sitting ahead of you rudely turns around and scoffs at you, “We have come to hear his music and not yours” 😒.  This is when you slightly got carried away by the performance and started humming along in your lesser mortal voice!
  • you see elderly men during the concerts displaying emotions as if they achieved multiple orgasms 😃 😃
  • mobile phones don’t ring at all during a 2 hour concert or you don’t get to see people talking on the phone during the programme like we are used to in movie halls!!!
  • the person sitting next to you appears to be in deep slumber but wakes up at the right times to clap his hands to express his appreciation 😃
  • you repeatedly hear words like Baley Baley and Besh BeshTamil words which have otherwise disappeared from everyday lingo
  • you heard that folks attend concerts not just for the taste of music but also for that of the food served at the Sabha canteens. So don’t be surprised also if you see ads in newspapers prominently displaying the name of the caterers alongside the day’s programme during the Season. Caterers like Pattappa (Padmanabhan at the Academy) and “Mountbatten Mani” (what a name 🙂 ) have become brands in their own right.
  • you observe the sabha canteen food getting discussed and also reviewed in the magazines doing the Season beat. “The Canteen Kaapi was better than the Kaapi (ragam) rendered by the singer” was a popular line of late music critic and sharp wit Suppudu. Today don’t be amused if you hear – “innikku kacherila rasamey illa” (No rasam in today’s concert). It could very well be about the canteen menu rather than the concert 😃 😃
  • you mistook a concert hall to be a godown of silk saree clad mannequins 😃. For, in these days of Televised concerts (Marghazhi Maha Utsavam in Jaya TV, Chennaiyil Thiruvaiyaru in Vijay TV,…) mainly sponsored by Silk Saree vendors is it a crime if you want to look good on camera and where the programme is beamed across continents???
  • the media completely misses the mass “Gharwapsi” which happens every year in Chennai during the Season!  I’m talking of the visiting NRIs, PIOs, Pravasis and what have you who religiously come back to their roots in Chennai to revel in the Season’s proceedings. In the process also fill up all the hotels, service apartments,.. in and around the music catchment area!
  • you happen to catch bureaucrats, police officers,.. who are otherwise stiff necked wearing a relaxed look in Veshtis occupying front rows in sabhas and catching up with the latest in music!
  • the hardcore Carnatic music notes which hitherto heard only within the hallowed walls of sabhas like the Music Academy, Narada Gana Sabha,.. are now heard even in slums that too during the Season. Yes, in an attempt to take the Carnatic music outside the ring of a certain elite – few musicians like T.M.Krishna, Unnikrishnan,.. have for the 1st time come together to stage concerts in and around areas where fisherfolk live. Read more about this novel effort – Urur-Olcott Kuppam Margazhi Festival here.

Carnatic music has not transcended class barriers” has been a refrain of many including musicians like T.M.Krishna. I don’t think this was result of some grand Design or for that matter by Default. It could be due to plain exposure or lack of it. In that sense the global awareness of the Season thanks to the NRIs on the one side and taking the “Season to seashore” as in Urur-Olcott Kuppam Margazhi Festival on the other side could help in transcending all barriers I feel or so one hopes. In fact this was the dream of one of India’s finest filmmakers K.Balachander (KB) who in one of his many hit films – Sindhu Bhairavi weaved this thought of taking Carnatic music to the masses. KB who passed away few weeks ago must be a happy man to see his dream taking actual shape.

On that note,”Season’s Greetings” and until the next Season, have an awesome year 🎵🎵

111204-Sunday Mag-Chennai Music season Toon Credit:Keshav

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…”

🙂 🙂 🙂

Idli,Vada,Bonda and Ad(a)!!!

One latent benefit of the IPL is the opportunity one gets to see a good repertoire of TV commercials as marketers “bet” 🙂 big time on IPL to gain a bigger wallet share of the consumer during the vacation time and the summer season.  To me it is a good time to catch up with what’s happening on the Indian advertising space.  And that’s how this IPL season I stumbled upon a trend and thought its worth sharing. This has been cooking up for a while. Take a look (click on the links to view the TVCs) at the following commercials which have been hitting us during time outs strategic or otherwise:

  1. This ad for CenterfruitThe setting is of a traditional restaurant in Tamil Nadu where the owner is conducting an interview for a waiter. The ad brings an instant smile in your lup lupaees oops lips!!  It’s a fact that like they say a Doctor’s most important qualification is to have a horrendous handwriting, the must-have skill for a waiter in Tamil Nadu is the ability to reel off the day’s menu in a jiffy.
  2. This heavily accented Hindi speaking Tamilian Murthy has been coming in on and off for some time now.  So there he is, again peddling the Voltas All weather AC as he keeps getting transferred in his job from Chirapunji to Kota to Mukteshwar to now Delhi!
  3. The general aversion of the South Indians towards playing Holi is quite well-known now. During this year’s Holi I saw this Idea TVC which captured this idea very well, I thought. (But does a Mallu son call his dad Appa???)
  4. In this ad for Nestle Munch, though the voice over is in chaste Hindi, one can make out that the setting is in Tamil Nadu with Balakrishnan as the character name, typical background score of the South,..,..
  5. Have you seen the latest Coca Cola commercial featuring Karan Johar’s “students of last year” – Alia Bhatt and Varun Dhawan ?  The ad shows a woman resembling clearly a mami (aunty) from the south and the locale again seems like Mylapore in Chennai. ( Couldn’t locate the video link )
  6. Also one cannot miss this old ad for Gulf oil featuring Dhoni being re-plugged during IPL where a heavily accented South Indian Driver chases his Chennai Super Kings Captain and Hero Dhoni to return his pillow!!!

And there were some more which appeared before:

  1. Havell’s ad film showing a Tambram family doing Homam (Havan)
  2. Finolex ad with a Rajnikant look alike
  3. Carrier AC commercial with Namboothiri as a character
  4. TVC for Parle Full toss with Bharatnatyam dancers in the backdrop
  5. An Ad featuring Kareena Kapoor for Mahindra scooter I think
  6. And the “Help a Child reach 5” film from Lifebuoy which went viral –

       ,…,…

Now you might have realized where I’m coming from. South India ofcourse.   Suddenly I notice that the story behind ads of many products across categories/brands revolve around Tamil Nadu/Kerala/Karnataka/Andhra and Madrasis as people in Mumbai like to address.  Like I observed in one of my earlier blog post “The Punching of Bollywood” – After the big screen, I think it is now the turn of  the ad industry to wake up to the South Indian coffee!!!

 What could be the reasons for this “Kolaveri” (murderous rage) towards South oflate was my next look out:

  • The most logical, rational and straight forward is the “Market”, “Marketing” and “Economics” angle. Which is – that the growth in FMCG, Consumer durables categories in India is being driven more by South India oflate. This is due to the increased purchasing power fuelled by the Software boom and dollar inflows from NRIs.  So to tap into this boom, marketers would like to woo this creed more and more and hence the commercials reflect this strategy.
  • Second is the “Fresh Narrative” angle – For years, films, stories and TVCs were set in North India generally speaking. Caricaturing Punjabis, Sardars may be has become out of fashion and is sounding repetitive these days. The need for a fresh narrative is driving creative people down south.  Could be.
  • The third as per me is the “Kollywood” angle!!! For quite some time (may be till the mid 80’s) Tamil films were admonished for being loud, over the top with no style/content,… But with the advent of some classy film makers that perception changed and more and more South films started getting re-hashed in Hindi.  This exposure to the South Indian culture and life thro South Indian films and their popularity could be another reason for the ad people to venture to the South.
  • Last is the “Move over Bombay” angle – If you look at the origins of advertising industry in India, in the 60’s and 70s the profession was dominated by copywriters from Bombay (Da Cunhas, D’Souzas,..)  And then by people from other Metro cities like Delhi,… In the next wave, we had creative people emerging from the hinterland (Prasoon Pandey, Joshi,..)Though there were excellent copy writers in Chennai as well, they rarely broke into the National scene. However in the last 10 years we see the profession throwing up lot of talented copy writers and creative directors from the South. Balki, Sridhar, Rajeev Rao to just name a few.  Their work is not limited to South Indian brands. From English dominated copy to “Hinglish” copy to virtuous Hindi lines to now Tamil words thrown in liberally (for example Whistle podu, Poda,..,.. ) the narrative of the ads just follow the trend of the professionals dominating the industry.   It is but natural for any creative person to bring in sensibilities he is very conversant with, in his work whether it is art, music, stories, films or for that matter an ad.  Also with actual people from the South writing the lines and directing the artists, it is no more the Andhra type Hindi of Mehmood fame in Hindi films or the ads.

Well, the actual reason could be a combination of all the above.

So be prepared for an overdose of filter Kaapi, Idli, Kaanjivaram, Appadi Podu,..,.. in books, films, ads, songs, videos, tweets and what have you!!!

Post script: Oh, I missed “the only reason” for this trend and how could I?? And that is

“Rajini Sir”

After all HE is from the South. HE sets the agenda and the World follows. Period!!!

Idlivada

It’s not just a car!!!

“It’s not just a car, it’s a caaaaar” goes the TV commercial for Nissan Sunny in India.  A drive from Chennai city towards Oragadam the place where this CAAAAR is manufactured in India throws quite a few pleasant surprises for an outsider.  Like getting to see tall residential projects by big Mumbai names like Hiranandanis and still further down of Godrejs in such off city places or stumbling upon a  Korean restaurant or for that matter  a Japanese snack/food/essentials joint in a remote place which has nothing to do with Korea or Japan.  Or is it?  For the locals these are not of any surprise though. We are in India’s car manufacturing hub in Chennai which now houses production facilities of big names like Ford, Hyundai, Renault-Nissan, Benz,..

It’s amazing to see what one car production facility can do to the area, the whole city, the state and its people.  And here we are talking of not just one but quite a few.  Car manufacturing while it generates direct jobs in 1000’s for the skilled factory workers,  engineers, middle level supervisors and managers it generates another few thousand indirect jobs.  Right from security people manning the gates, drivers / assistants/cleaners for the containers which ferry raw material inside and finished cars to the ports, catering people who have the onus of providing food to the workers in thousands, sundry contract labour for carrying out the odd jobs, in-house but outsourced maintenance workers/engineers, tailors who supply uniforms to the 1000’s of workers..,…  Also as Car production happens always in clusters, around it you have the whole campus of ancillary units which produce the various parts and so employ again a few thousands.    I also realized as I saw in Chennai, companies have a separate subsidiary to take care of the spare parts for after-market and its logistics. Then the effect spreads to the ecosystem which throws up things like the eateries – Korean/ Japanese,.. which I mentioned before to take care of the needs of the 100’s of expat Korean/ Japanese/ French/ American/ German staff who sweat it out in Chennai ( literally )as part of the production units of their respective companies.   Smart entrepreneurs start working around the needs of these expats and build highly profitable businesses just ‘catering’ to the needs of the expats may it be groceries/ food items/ their language newspapers/magazines and the works.  ( Heard ‘Saravana Bhavan’ will have a Japanese joint shortly to add to its list- wonder what will be the name though – ‘Sarazu’ may be??? ) While it does all this as far as jobs are concerned, Car production (unlike a chemical factory or pharma factory) doesn’t pollute the environment!

A huge IT park while it generates 1000’s of white collared jobs, it doesn’t do much to elevate the overall economy.  (It does elevate the cost of living as young things try to dispose their sudden rush of income in ingenious ways)  Unlike its southern counterparts AP and Karnataka which pursued an IT led growth and are now stuttering, TN derives its growth from a combination of Manufacturing, IT services and Agriculture.  It’s really unfortunate that though Karnataka houses the production facility of a global car giant like Toyota, it still couldn’t make ‘Bidadi’ where Toyota car is produced in India, a car hub by aggressively pitching for other car manufacturers.  ( Bidadi is now a tourist attraction thanks to Swami Nityananda!!!) It’s another matter that Toyota set up its facility in Bangalore due to reasons relating to history and not economics or geography.  It’s JV partner in India for a long time the Kirloskars were Bangalore based.  In the case of Andhra while Chandrababu Naidu, it’s erstwhile energetic Chief Minister was keen on getting the F1 track in AP and to get many of the IT majors set up base in Hyderabad,was not pursuing (or I don’t recall) any car manufacturer to put up a factory there!

Some may say that it’s not easy to set up car production anywhere and it needs an ecosystem of auto component suppliers, skilled workers, supply of engineers, access to ports, and continuous supply of electricity,…,..  Well it’s a question of whether the egg comes 1st or the chicken!  In today’s world if you order the egg 1st, it comes 1st and if you order the chicken 1st, you get the chicken 1st!!  So it’s up to the state to put the ecosystem in place and pitch for investments or get the investments and build the ecosystem around.  ‘Gurgaon’ before Maruti was well, just a ‘Gaon’!!!

The effect of these in the economy of Tamil Nadu is quite visible.  It is the 2nd largest economy among the states in India and it is the 2nd industrialized state in India.  It also leads the urbanization (44%) in India.

Soon it will be the turn of Gujarat to enjoy the benefits as it starts providing stiff competition to Chennai in becoming the next preferred car manufacturing hub in India.    Thanks to the Tata Nano unit in ‘Sanand,  we hear that already many car manufacturers have planned to put their units around ‘Sanand’. As Chennai battles its woes without power, there are opportunities for other states to get the car manufacturing pie as India with its advantages of low-cost skilled labour, domestic growth, ancillary base,…,… is poised to become one of world’s largest car manufacturing base in the next 2 decades.

While I mentioned about the so many benefits a Car production unit brings to the economy, I must not forget the effect it brings to the pride of people associated with it as well.  Most of the car plants in Chennai while they produce for India are also big time exporters of the finished cars not only to developing countries but also to developed nations.  So much so that while I was in Hyundai the gentleman I met proudly said “if you see an i20 anywhere in the world, it would have rolled out of the Chennai factory!!!”   And somebody else said “Chennai is the Detroit of Asia”!

So Chief Ministers, if you want to pursue hi growth in your state, go after a car manufacturer!

Because “its not just a car, it’s a caaaaaaaaaaar!!!