“Katti-Batti” on the treadmill!

In the innocuous lexicon of innocent children in Hindi, Katti means “We are not friends” and Batti means the opposite. I see my eight year old daughter declaring Katti and soon Batti within a few minutes to her friends and they to her, many times over in an hour and this happens every other day. As I watch the Indo-Pak relations over the years I wonder if the two neighbours have taken a leaf from children and invented a new type of diplomacy called “Katti-Batti” diplomacy and gained mastery over it.

Indo Pak,wwwpakistantodaycom

For so many years or rather decades, the happenings between India and Pakistan have fallen into a pattern. Some ceasefire violation or terrorist activity from across the border happens in India. India announces cancellation of talks or any peace initiatives. In effect declare Katti! Then in a few months the top leaders from the 2 nations meet in the sidelines of a multi-lateral summit, talk for a few minutes, pose smilingly for a photo –op, release a joint declaration of resumption of a dialogue process – in short declare Batti!

Then the cycle repeats. As it has been for decades. The result is we never seem to have a normalized relationship with Pakistan even after so many years, changes in the theatre and the lead actors in the 2 countries notwithstanding.  I am no foreign affairs expert and diplomacy isn’t everybody’s cup of chai including mine. But a cursory read of the history of relations between the two countries is enough to conclude that at the end of the day “Playing safe” rides upper most in the minds of all the stake holders involved in the discussions. As a natural progression maintaining “Status quo” emerges the safe option for both sides. This results in the Indo-Pak relations being on an eternal “tread mill” as one of the saner voices from PakistanHussain Haqqani (Ex Pakistan Ambassador to the US) puts it aptly!!!

And the other interesting aspect in the dialogue process what I have noticed is that what is discussed among the top leaders is secondary and what is more pertinent is what is dished out as the “Joint declaration”. Whether it is Shimla, Lahore, Ufa or the infamous Agra Summit more time seems to have been spent on drafting the declaration than on the talks themselves!!! And a summit is declared a success if a mutually acceptable declaration is conjured up at the end and a failure if it’s not. The Indian side is happy if the word “terrorism” appears and Pakistan side if the word “Kashmir” is part of the joint declaration. All the other aspects of the joint declaration like Trade relations, people to people contact,.. are subjects of routine.

With the kind of history attached to the Indo-Pak relations, I do feel that the politicians, diplomats and other stake holders are stuck in a time warp and hence a veritable solution is difficult to emerge. Unless the baggage of the past are left behind. And one of the most important baggage they carry for any out of box solution is if that will be acceptable to the people back home.  Has the time come to question some of the stated positions and look for alternatives?

  • Like having an uninterrupted and uninterruptible dialogue with Pakistan. So no Katti even if there is a provocation. Instead of saying “No more talks”, why not “We Talk more” and “Talk louder” if there is one? An uninterrupted dialogue gives an opportunity to review progress made in the previous talk. On the other hand, an interrupted dialogue gives only an opportunity for an excuse for not making progress in the guise of starting afresh.
  • Like we change our stance on 3rd party mediation. All along, we have maintained that Kashmir is an internal issue and there is no place for 3rd party mediation. When we are unable to find an acceptable solution among our own people regarding Kashmir and Pakistan for 50 odd years, will not a 3rd party help in getting a different perspective and solution which can be sold to the domestic constituency as well?
  • Like we go to the public and ask what they actually want through a referendum. In India we keep saying that through the elections which are part of a democratic process we take people’s opinion and hence no referendum is required. At the same time, we see that there is a public boycott in many parts of Kashmir (though the participation is increasing with every election). Why not call the bluff of the separatists by conducting a pointed referendum in both sides of Kashmir and go by the outcome. Times are changing and as we saw in the case of Scotland the cry for an Independent Scotland eventually met with a “No” in the referendum.
  • Like we ignore Pakistan and focus on our domestic economy and improving relations with other neighbours. No Katti and No Batti. Imagine what would have happened if at Ufa, our PM just said a “Hi” to Nawaz Sharif and moved on. Ignoring Pakistan while making our economy growing will be the ultimate signal to Pakistan that India has moved on and has got more important things in the plate. Ofcourse we have to be prepared to safeguard ourselves from more ceasefire violations and terrorist attacks. I thought that after breaking the ice with Pakistan by inviting Nawaz Sharif for the oath taking, our PM Modi was following this “Ignore Pakistan” route. While at the same time improving relations with all other neighbouring nations. So in that sense our move in Ufa which signaled our return to Katti-Batti diplomacy was a surprise to me.

I’m not saying that these are “the” only formulations. There could be many more. The essence of my submission is that the time has come for a change in approach from all sides. The sooner the better.

Managing relationships between neighbouring countries which have been to war a few times ofcourse is not a simple subject. (Even Bollywood thinks so – #Bajrangi Bhaijaan)Ergo, cracking a solution to the long and vexed problems may not be as simplistic as we think. But then following a staid pattern of “On-off” engagement only means we will only continue to add to the “declarations” we have among our two countries. Ruling parties may change, the leaders may change but ironically our countries may not outgrow the Katti-Batti syndrome. I am certain though my daughter in a couple of years will.

Postscript: In the meanwhile our Bhai Salman Khan has helped a Pakistani girl to return to her homeland Pakistan against all odds in Bajrangi Bhaijaan and declared Bhatti. Now awaiting Sunny Deol Paaji to announce a loud Katti and resurrect his sagging career!!

Indo Pak 2 Neelabhtoons ibnlive

Toon Courtesy: ibnlive.com, Pic Courtesy:pakistantoday.com

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“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 😦 😦