Thursday, March 31, 2005

MBA Women

More young women than ever before are aspiring for MBAs.This year, there are 45 odd girls at IIM Ahmedabad - a record number.

Of course, that's partly because the batch size has been steadily increased.As a proportion of the batch the figure is fairly constant.

But, the question is, will this mean a surge in the number of women in middle to senior management positions 10-15 years from now?

I'm not so sure. In the initial 5-8 years years, yes. Young women will give the guys a run fortheir money. But once they get into motherhood mode the age old dilemmas kick in.

This is a subject I've written about in a cover story for Businessworld magazine (issue dated April 4, 2005). In a piece titled 'Price and Prejudice' I note

Think ‘female managers’ and enough Big Names readily roll off the tongue to make a convincing case for the rise and rise of women in the workplace: the ICICI women, Naina Lal Kidwai, Vinita Bali, Kiran Mazumdar- Shaw... .

No doubt, that gutsy generation has paved the way. It’s hard to believe that when Naina Lal applied to PriceWaterhouseCoopers in 1977 for a chartered accountant’s post, the company had to think long and hard before hiring her. Because prior to that they had never taken a woman on board!

Three decades later, the first-woman-to-do-the things-women-never-did bit is definitely over and done with. No job — at the entry level, at least — is seen as inherently unsuitable for women.

And yet, these few well-known faces are but the tip of the iceberg. The huge, invisible mass of that iceberg consists of the thousands of extremely capable women who will never make it to CEO or senior management levels. And it’s not just about the ‘glass ceiling’, competence or leadership style.

The real reason why women ‘fail’ to get ahead goes beyond that. Women could be as smart (or smarter) than their male counterparts, but for the most part they cannot — and will not — put up with the obscenely long hours, frequent travel or sudden relocation readily embraced by those seriously attempting to scale the corporate summit.

Tracking the careers of a group of UC Berkeley MBAs, Stanford Business School professor Charles O’Reilly said:“What makes a difference at the top level is effort; ability has been equilibrated.”

In an interview to Fast Company magazine, O’Reilly elaborated: “Today’s women are equal to their male counterparts in education, experience and skill. But when it is a painful choice between the client crisis and the birthday party, the long road trip and the middle schooler who needs attention, the employee most likely to put company over family is the traditional, work-oriented male.”

Ask B-school graduates who have crossed the five-years-since-we-left-campus-mark, and the number of female batch mates zealously pursuing careers starts declining rapidly. Which is understandable, because these are child-bearing years. But for many of these women, a shift into lower gear becomes a conscious, long-term choice.

Access the rest of the article at www.businessworldindia.com if you like. There are two more articls in the issue by me "Mission Possible" and "How Working Couples Cope".

Registration is required. I know, that's a pain, but since you aren't spending 10 bucks on the magazine don't crib!

What, me worry?
Of course, one may argue, the 'new generation' of women will be different. But the biological reality is, women do -eventually - want to be mothers. Although some - what are called 'career primaries' - are opting not to.

The social reality is, men have made the rules in the workplace. And women, until they can alter those rules, have to live by the existing ones to succeed.

A price not all are willing to pay!

Wednesday, March 30, 2005

Coffee shop crib

I like Barista. I just hate their coffee. It's bitter, yes even the cafe au lait (which has 1/2 tsp more of the white stuff than the non-lait), and even after demanding and dunking more sachets (lots more!) of that other white stuff.

So coffee bars are an American concept and they like it black, with no sugar if you please. Why torture brown skinned natives who didn't elect George Bush and live 3000 miles from Graceland?

Still, people are flocking to Barista and I'll tell you why. Because the coffee is just incidental. It's the place to meet. "See you outside Asiatic at 7?" That kind of thing is history.

The younger lot - students - seem to prefer Cafe Coffee Day, popularly known as CCD. Even though Barista has slashed prices. It's still perceived as being more expensive.

In Bombay, Barista has better locations (right next to Sterling and Regal cinema), for example. And although CCD has some neat outlets (like Carter Rd), many are really cramped and dinky ones.

There is of course Mocha which I am happy to see expanding its reach. There's a really cool outlet opened in Ahmedabad, a stone's throw from IIM.

It's actually one of the most interesting of all Mochas as it's housed in a bungalow - which means lots more space to loll around! And there's a tree growing inside the place which adds a lot of character.

Of course, Mocha cannot expand as rapidly as a CCD which has just opened its 200th outlet because mass-replication would kill the whole concept.

For one, they serve edible food - unlike the cardboard with sugar sprinkled on top taht passes off for a doughnut at Barista.

And, each Mocha outlet is replicated in spirit - but not down to every last doorknob, as is the case with CCD/ Barista. I even like the fact that every chair in the joint isn't alike :)

There are other coffee shop chains - Qwikys, Java City and so on. I don't know enough about them to comment - they're more regional in nature. Given that anything which isn't making an impact in Mumbai can't really be national :)

On the other hand, there is a feeble attempt by the Tea Board to popularise tea bars. The only really popular one we had - th Cha Bar at Oxford Bokstore - was unceremoniously shut down by the BMC some time ago.

Coffee, however bad the brew may taste, has a cooler ring to it.
No thanks to 8 years of endorsement by Rachel & co in Friends.


Now, if they could just concentrate on getting the stuff they serve there to taste better!

Saturday, March 26, 2005

Yeh dosti

After a long, long time I really enjoyed Holi. Because it was in the company of old and dear friends.

At 18, you take the presence of friends in your life as granted. By 25, you no longer have that luxury. Because, you can no longer make new ones.

I think friendship is based on two vital parameters: history and chemistry.

History is essentially shared memories and experiences. History is born out of people hanging out together - without any particular goal or purpose.

This happens most easily at school and college, an important and impressionable portion of our lives when we share a common journey. A journey which necessarily involves spending a great deal of time together.

Attending classes, studying together for exams, sharing lunch dabbas. Even the very simple routine of taking the same bus everyday.

And though one individual may be the class topper and the other only interested in sports, these kind of differences don't really matter. X and Y can still be on the same wavelength, as the closest of friends.

This is what's called 'chemistry' and undoubtedly it's something we instinctively know from an early age.

My 5 year old daughter has a 'best friend' in her kindergarten class. Many are the days when she calls me at work to bawl about how Krittika Warrier has pulled her hair today. The next day it's completely forgotten - the two are inseparable.

Many minds, many kinds
Ideally, a friendship has both history and chemistry. These are your closest, dearest friends.

In my case they are 'colony friends' - the girls I grew up with. We spent two decades together on the same campus where our dads worked. And although we are far apart now (me in India, most of them in the US) we can still pick up from where we left off. Anytime.

But even history alone can make for a good friendship. People you didn't really get to know that well can re enter your life on the basis of a shared experience.

This is most true if you've attended a residential college or lived in a hostel of some sort. While on campus you generally make a few close friends - and tons of acquaintances. With the passage of time, a few of those acquaintances too are transformed into enduring friendships.

This happens because at some point later in life your paths collide - and you find there is some chemistry after all. Or a shared need. The shared experience acts as a comfort zone, which is the one element of friendship that's very hard to build as you grow older.

Comfort zones take time to evolve and time is the one single most scarce commodity in the modern yuppie's lifestyle.

Time kahaan hai?
So even though you may find you have a chemistry with someone you meet at a party, or in the course of work, the chances of you being able to keep in touch with that person are rather low. It can happen - if both sides make the effort - but that's often the crux of the problem.

Isn't friendship supposed to be effortless, natural? If you have to work at it - just like every other goddamn thing - is there any point?

Besides, the idea of spending time aimlessly with another human being appears to be a waste.

So you tend to make 'buddies' with whom you can share a specific activity - say tennis or golf, or hitting bars.

Or, you make new professional contacts. People you've worked with in the past usually fall in this category. Some people actively 'network' - at industry seminars, at alumni reunions and even websites like ryze.com.

The Techno Touch
Earlier, maintaining a professional contact involved the effort of sending out New Year and Diwali cards. Now, modern technology - email, sms and most of all yahoogroups make the job much simpler.

In fact technology has created a tangible difference - with respect to friendship in general - between those under 25 and those over it.

The 'history + chemistry' or extremely close friendships are necessarily limited - and that will remain true of both groups.

But young people today are going to have - throughout their lives - a larger base of historical friends ie school, college, first job chums. That's because they never 'lose touch'. One hotmail or yahoo id is all it takes to keep track of a person throughout his many changes of job/ spouse/ continents.

Secondly, the 'always-on' generation can and will find 'chemistry' online. Not sexual chemistry, just the general 'we-vibe-together' feeling that's so crucial to any friendship.

While you may not 'spend time' together in the physical world, chatting every night on msn is a good substitute. As is being able to peek into someone's head via their blog :)

Bottomline: You continue meeting lots of interesting and not-so-interesting people as you journey through life. But 'true friends' are a rare and precious commodity. Hang on to those you have!

And if you've been neglecting your friendships do call up to say "I've been thinking about you". Today!



Friday, March 25, 2005

Aadmi aur Eve

Yesterday a 13 year old and her two friends had acid thrown on them outside their school, situated in Mumbai's Chembur suburb.

The attacker undertook the 'job' for a mere Rs 300. The chap who paid the money was a 32 year old, rightly described by Mid-day as a pervert. He decide to teach a lesson to the poor kid he'd become infatuated with for 'spurning' his advances.

What is it with Indian men? OK, before you exclaim "don't generalise!" I'll qualify that. Sure, there are honourable exceptions.

But there really has to be something wrong with the section of mankind which is in the news on a regular basis for :
a) Getting infatuated with underage girls
b) Trying to physically harm the object of their unwanted affections.

Acid attacks, in particular, are I am sure a phenomenon seen nowhere else in the civilised world.

Get a life!
Taking 'revenge' with someone you've actually had a relationship with is somewhat understandable - although not something I would condone.

Physically harming a person who had nothing to do with you in the first place is crazy. Men in other cultures simply shift their gaze to other women. They eventually find someone who reciprocates.

If not as a species, at least a subspecies of Indian man has an extremely delicate ego which can be shattered by the slightest rejection.

And the young women of this country are the ones paying the price for it.

Some person you're barely aware of could get infatuated with you and when you say 'sorry, not interested', the consequences could be dire!

Surely girls also go through one sided infatuations and get rejected. But I am yet to hear of a single guy who's had acid thrown on him by such a young woman.

Scheming bahus and vixen nanads may be the staple of soap opera television, there's no disputing the fact that in real life women would never ever stoop as low as men can.

And do.

Radio rocking

I am in love with an advertising jingle. Ridiculous, but currently true :)

The jingle is for a product called Parachute advansed and it's an after shower hair cream for guys.

The kind of ad that is usually devised for such a product is a permutation of the yo-use-this-product-and-you-will-get-all-the-girls.

However the ad that is actually running - on the radio at least - is surprisingly interesting. It's sung like a rap song, the lyrics go something as follows...

Page 3 cleavage, municipalty sewage..
Five star changa, bill kare nanga..

Chorus: Bure hain haal... Chak chaka chak baal.

Batti wali gaadi, hipster sari...
Girlfriend ka ditch, life's a bitch

Chorus: Bure hain haal... Chak chaka chak baal.

So - life is bad, but use our product and at least your hair won't be.
If I were a guy, I would!

Wish I could give you an audio link to it because really, I think it's extremely creative. Especially coming from a house like Parachute which for YEARS has been trying to livedown its 'telu' image.

There's hope yet
In fact, all of a sudden, there's a burst of creativity in the radio medium itself. Both advertising and content.

You don't hear any more of those Sholay inspired ads. Or RJs with highly exaggerated firang accents. Jaggu and Tarana on Go 92.5 in particular have achieved a very cool and easy conversational style. They exchange the kind of banter that comes so naturally to radio show hosts abroad.

Also, mobile phones with FM radios seem to be everywhere. Commuters/ salesgirls/ even panwallahs are now into it.

Now if only the government could resolve its licensing issues and allow a hundred interesting FM stations to bloom! Well, not a hundred perhaps but at least a dozen?

Tuesday, March 22, 2005

I believe - in myself

After all the hype about placements and salaries, here's an interesting story. About a guy who's walked away from it all to pursue his own dream.

22 year old Abhishek Thakore, a second year student from IIM Bangalore could very well have joined any company of his choice. With an enviable 3.5 CGPA (placing him in the top 20 of the batch) and a summer job with Deutsche Bank in Singapore, Abhishek appeared all set to become the quintessential yuppie managing risk funds.

But Abhishek has taken the radical decision of dropping out of placement. The risk he's managing is a million times more. It involves laying the most difficult bet of all - on himself.

Taking the Big Leap
"On the one side was the corporate world filled with certainty of a job, a steady income and great prospects of growth," says Abhishek. "On the other, was complete uncertainty". However, over the four months that he spent on an exchange programme in Germany, he got time to take a retrospective look at his life.

With people like Deepak Chopra and Anthony Robbins being his inspiration, he consolidated his dreams and decided to take the leap - which he says was the closest he's ever come to bungee jumping. "I realised that the first person I need to sell the idea is myself. Once that would happen everything else would fall in place, I was sure."

So what exactly is Abhishek's 'Big idea'? His dream is to set up a company that imparts "life skills training" to students. "The mission of my life is to help people discover their true dreams and equip them to achieve them," he says. "We are going to be a human technology distribution company."

The first tentative step in this direction is a series of camps for school and college students branded "Ways of Winners" which will cover everything from effective studies to negotiating with parents.

In the March 21 issue of Businessworld magazine I'd done a small feature on Abhishek titled "Giving placements a miss". (registration required to access)

The Big Idea
"We are here to offer what traditional schooling misses out on."

The contention is simple: As students, we all mug up facts, figures and dates. But knowing where in India railway coaches are manufactured is of absolutely no use to you once regurgitated in the exam. The challenges young people face on a day to day basis - from handling relationships, to managing time and earning pocket money - are what 'Thakore Learning Centre' will be addressing.

Personally, I think there is definitely a need for this kind of a program. Parents are often wrapped up in their own problems, teachers generally unapproachable. Underneath their gung-ho exterior, a lot of young people are terribly anxious and insecure. And carrying these insecurities into your adult life is a sure shot recipe for personal and professional mediocrity.

Dreaming a little dream
MBAs turning entrepreneurs is not exactly a new story. But here again there are those driven by conventional opportunities - IT, consulting, CAT coaching classes. Quitting a secure job to start a business is always dicey - but success or failure is mainly dependent on the soundness of your execution. A market per se exists.

The likes of Abhishek howeever, are driven by impossible sounding dreams. The dreamers believe they can create a market. That they have something unique to offer to the world. Something the world needs - but doesn't yet know.

12 years ago I too had a similar, impossible sounding dream - to start a youth magazine. And I too opted out of placement to pursue it.

The logic was simple: once you step on the corporate treadmill, it's hard to get off. So I joined a large media company - an out-of-placement job at a really miserable salary. But, I knew it wasn't my ultimate destination. Just a pit stop where I could learn the ropes of the business.

Yet, a certain sense of complacency began to set in. One fine day realisation dawned - I had to 'just do it'. The magazine had already been published in my head and yet, unless I took the leap into the unknown - it would never see the light of day.

Thus was 'JAM' born into the world - kicking and screaming. Almost ten years to the day I made the decision, I can only say that today, it would have been that much tougher.

A menu of your choice
When I graduated - in 1993 - the jobs on offer were nowhere near the kind offered today.There were no foreign postings or dollar salaries. Average rupee salaries were also far more modest.

Now, the goodies on the placement table are far, far more tempting. It's like walking away from a lavish 5 star buffet - because you'd rather have simple food in your own kitchen.

Like most 5 star buffets, the so-called 'hot jobs' often turn out to be rather bland. But over a period of time you get addicted to the ambience and your tastebuds adjust to the situation.

Abhishek on the other hand may occasionally tire of 'ghar ka khaana' and wonder whether he made the right choice after all. But that's only human. If the dream is strong and vibrant, the doubts will come and go. But eventually fade away.

Should all MBAs be entrepreneurs? Not for a moment would I suggest that every IIM graduate should follow in Abhishek's footsteps. Or mine.

But I do think we need to devise a more 'thinking' approach towards campus placements. And what it is we really want from our lives.

Thursday, March 17, 2005

The $150,000 googly

An IIM Ahmedabad student has reportedly bagged a job offer of $ 150,000 (Rs 50 lakhs). The news has made headlines in all the morning papers. And a million more 'I-want-to-attend-IIM A' dreams have been created in one fell swoop.

My warm congratulations to the student but, in the public interest, a few points that need to be highlighted:

* The student in question has work experience - so in effect it's a 'lateral placement'. The highest offer to a fresher is $110,000

* Only 58 students out of a batch of 250 got placed on 'Day Zero'. Some 84 job offers were made but as one student was being wooed by more than one company, not all could be accepted.

* This means that 80% of the batch is - as I write this - still appearing for interviews with all the regular rupee-paying companies. The average Indian salary - last year - was Rs 7 lakhs.

Expect that to become Rs 8 lakhs this year, thanks to a buoyant job scene. But remember, that if the 'average' is 7 lakhs there are a good number of students below that figure too!

So while the $150,000 salary may make headlines let's be clear about the fact that it is a 'jackpot' - as the papers are describing it. It's the good fortune - and brilliance - of one individual. Not something you will necessarily have a shot at - even if you do make it to IIM Ahmedabad!

As my brother, an IIM A 1998 batch graduate, working for P & G Singapore, remarked,"Even I don't get paid that much - after 5 years on the job!" With an MNC, in a foreign posting - I might add. Most IIM alums would have a similar story.

Yes, they get paid well and hold positions offering challenge and responsibility. But, few are actually 'obscenely rich'.

Bottomline: Take all these figures about MBA placements with a fistful of salt. There are many good reasons to consider doing an MBA but the hope of that $150,000 job should not be one of them.

The richest men in the world - like L N Mittal - have made their millions not on the backs of MBAs but native intelligence, hard work and good luck. If that's your dream - follow their example!

Monday, March 14, 2005

The MBA - Empty Raincoat?

Ground Zero, Day Zero

It's placement season at IIMs. Tomorrow is 'day zero' at IIM Ahmedabad - a strange concept indeed. A decade ago when I was on campus we had a 'Day One' ie the day the most sought after companies (decided on the basis of votes by students) were invited.

Day Zero is the 'day before even day one', reserved for the dudes from investment banks offering dollar salaries and postings in London and New York. It's a term designed to stroke the egos of recruiters (many of whom happen to be alumni themselves).

The kick is to come and have 'first pick' off the tree laden with ripe MBA fruit. And there's a visible scramble to pick the few fruit which has clearly discernible markings of 'goodness'. In a piece titled 'MBA Caste System' which I wrote for rediff.com some time ago I'd elaborated...

"Hotshot consulting firms or investment banks essentially need to pick up a dozen fresh MBAs, at max. So it makes great sense to visit only the top schools. And there too, pick up the 'top' students... Despite the fact that all the folks who made it to an IIM-A beat the same odds, some ARE more equal than others.

This is the breed known as the 'I schols' - a campus term for the top 20 students who are awarded 'industry scholarships'. The pecking order is swiftly and brutally established in the first few weeks on campus and usually holds good for the rest of the year. And whaddaya know? A large number of toppers are invariably IITians. ....

To offer a more level playing field, CVs sent to companies for summer placements at IIM-A now don't carry the student's CGPA. But the end result is still the same. Coveted recruiters look for the undergraduate background of the student and invariably shortlist those from IIT. IIM may be a brand name, but IIT-IIM is sone pe suhaga."

In effect, being one of 300 students in India selected out of 1.5 lakhs is not enough. One would presume that everyone who makes it to this stage is talented - and that now the challenge is to find a match between the individual and a company. Finding the right job for each person based on criteria like genuine interest in a field and cultural fit is far harder - but more rewarding.

Instead, both companies and students are happy to take the easy way out. Students go for the best packages and brand names. Companies in turn stick to a particular profile of students which they reason has 'worked' in the past. And thus we have large corporations full of very similar looking, similar sounding and similar thinking people.

Which, in the longer run, surely cannot be such a good thing!

Personally I think this is one of the reasons we see so little innovation and 'out of the box' thinking by corporations. And the world is definitely a poorer place for it.

Bottomline: Money is important but young people quickly realise - just a few months into a job - that it isn't everything. That's why, for example, so many are quitting well paid BPO jobs.

In the case of MBAs too, the inherent lack of fit between job and individuals creates 'rolling stones' always looking for better opportunities.

What they are really looking for is meaning. A job where they feel they are making use of their unique talents and skills - making some kind of difference.

To use a potent phrase coined by management guru Charles Handy, no human being - least of all those who are extremely capable and bright! - wish to be 'empty raincoats' or nameless numbers on a payroll.

No matter how high that pay may be.

Monday, March 07, 2005

What India can learn from America

Now that we're globalising - it'd be great if we in India adopted some of these (really great) things from the American way of life.

The Public Library: Hollywood devotes a lot more movie footage to the prom than the library, so the rest of the world knows little about this amazing American institution. No matter how small the town it will possess a decent sized public library which residents can use - free of cost. Of course, technically the library is funded by taxes but you don't actually pay each time you borrow a book.

Cut to India, where you find libraries mainly in colleges, and sad ones at that. Some of them still refuse to let you browse through the shelves and choose for yourself. No sir, write the name of the book you want and a haughty looking librarian will go fetch it for you!

The only other kind of library around is the local 'circulating' library stocking Archie Double Digests, Mills & Boon and James Hadley Chase in the name of 'novels'. And even this kind of library is practically extinct now, having upgraded to VCD and DVD rentals.

Penurious kitabi keedas can either try their luck along the footpaths of Fountain and Daryaganj which sell second hand books. Or, shamelessly hang out in Crossword and read as much as you can without buying.

Funda: Yes, there is satellite TV and there is google. But if you want to get through CAT, a love for reading is what will see you through the verbal section. Mugging up word lists and practicing mock CATS is not enough. Take my word on that!

Graduation: A graduation ceremony is that one last and memorable gathering of a group of young people who've lived and learnt so much together. A rite of passage for every American high school and college student.

It's a solemn, formal occassion witnessed with pride by family and friends. Graduation is a landmark and the ritual of cap and gown, class procession and valedictory address makes its feel like one.

In Bharat desh mahaan the 'convocation ceremony' is an utter joke. The university itself churns out so many thousand graduates that it only bothers to invite gold medallists for the ceremony. The rest of us will have to go to some clerk infested office and fetch our degrees - sometime over the course of the year.

It's no coincidence that the only institutions which actually have the tradition of a formal convocation are the IITs and IIMs. Not to say that if all colleges go the cermonial way their degrees or diplomas will suddenly increase in their inherent value. But the feel-good factor of graduation surely will!

Funda: Convication to baad ki baat hai, pehle universities mein standard to hona chahiye! Every young Indian wants a decent education - which accounts for the huge number of MBA and Engineering colleges which have sprung up. But there's no governing body to ensure they provide a minimum acceptable quality and infrsatructure... :(

Compare that to the US where even low ranked colleges are not bad places to study. Which is why we're seeing a huge exodus of Indian students to unheard of institutes in even Australia/ New Zealand.

* Endowments: When rich Americans kick the bucket, they invariably will a good sum to their alma maters, pet charities or research institutions. When rich Indians kick the bucket, their kids get everything. Or, in the absence of a will, fight over everything for the next 20 years.

Americans endow colleges and non profit organisations working for the greater good of society. Indians endow temples and benches in parks. Americans are not shocked to receive letters from their former universities asking to be named as beneficiaries in their wills. Indians are shocked by the very concept of making a will.

Things are changing here, slowly. But we still have way too many park benches and temples, and far too many causes and institutions struggling for funds.

Funda: The 'I take care of you in old age' concept is kind of disappearing, with most parents preferring to remain financially self sufficient - and even live independently - in their post-retirement phase.

Eventually, I do see many socially minded individuals bequeathing a part of their savings to charity. But the bulk of it will still go to the kids - or grandkids. Woh hamari parampara hai...

Garage Sales: The runaway success of ebay.com is no surprise when you note the fact that Americans have always loved buying each others's junk. They simply stuck a 'garage sale' sign and sold away at throwaway prices. Kids sell the toys they've outgrown, grown ups their books and furniture. One man's castaways became another's bargain.

Garage sales are fun, they're sensible, they're a cheaper way of decluttering than hiring a feng shui consultant. But we Indians believe in lovingly preserving stuff that's never going to be used in this lifetime. Just in case.

It's always been a recycle and use culture but now, the old systems can't cope any more. The bai doesn't want that sequinned spaghetti you're bored of, or the barely used baby cot. But, garage sales don't take place in India... maybe because we don't have garages. Maybe a 'Sunday bazaar' in the local park where anyone can set up a stall and sell might be the answer?

Funda: Many stores do accept old stuff - clothes, electronics etc in 'exchange offers'. That's socially acceptable. But we will I'm sure see 'thrift' shops like Oxfam in UK here eventually which will mix charity with the appeal of picking up a bargain.

I just heard of a store called Cypress in Bandra which is encouraging its Page 3 patrons to 'donate' designer clothing from a couple of seasons ago... Remains to be seen whether junta will be OK with buying it.

Sports: Americans watch a lot of sports. And not just on television. They actually turn up at stadiums to cheer their baseball and football and ice hockey teams. Promising atheletes are spotted young and groomed in high school teams. Star performers get scholarships to prestigious universities and can dream of making a pro-sports career.

The situation in India? A passion for sports is very extinguished by practical reality. One must be extremely foolhardy - and extremely brave - to dream of a career even in our no 1 sport. That's because anything other than national level cricket draws either viewers nor sponsors.

Who cares if Maharashtra beats Punjab in Ranji Trophy? It's just lack of imagination that prevents India from having its own brand of heavily promoted and fan-supported leagues in different sports. If LA can have its Lakers and Chicago its Bears, why not the Bangalore Badshahs vs the Peshawar Pashas. Or whatever.

Sport will then have ots rightful place under the sun. And we will have something better to do on Saturday than waste our money at the local mall or multiplex.

Funda: It's all about getting the marketing mix correct. If you look at sports as a huge potential entertainment business - and invest in it - it will yield returns.

We do have a Premier Hockey League (PHL) which is thinking along these lines but it's turned into a non-event. It hasn't had a fraction of the promotion that channels normally do when launching even a new show. And this is a completely new concept.

Apparently the Hyderabad Sultans defeated Sher-e-Jalandhar to claim the title in the PHL finals but only the hardcore sports fans must have been following the matches. The idea just hasn't fired up the man-on-the-street's imagination.

To sum it up, globalising can mean more than watching the same TV shows (or adaptations thereof) and eating the same burgers as the Americans. We in India - young and old have this habit of feeling 'culturally superior'. Let's instead be open to new ideas and as they say in B school, borrow 'best practices' - wherever they may originate.

Saturday, March 05, 2005

More than a tennis player

She may have bowed out of the Dubai Open but hey, it happens. Sania Mirza is just 18 - so time is on her side. Watching her powerful and graceful strokes you feel quite sure this girl is going to go far.

Along the way she is going to have to become immune to crazy Indian fans who will 'go wild' every time she wins a point. Many of the Indian spectators - at Dubai at least - were probably not even clued into tennis. But great - at least they know there is sporting life beyond cricket.

Sania is a powerful symbol of youth - and achievement. But simply by being who she is, Sania is also the face of the modern young Muslim woman.

Think about it:

- She is pursuing a completely unconventional career, where even conventional ones like medicine/ engineering/ MBA are rare for women in her community.

- She is on national television in tennis shorts and t shirt and no one has raised an eyebrow (at least yet)

I am not being 'communal' when I make these observations. Having studied at a college with a large number of Muslim girls I have seen first hand the kind of restrictions they face when it come to personal choices.

To begin with, they all came to Sophia because it is a girl's college. Some of the girls still wore burkhas to college (there was a stand so they could hang it up while on campus). Most got married immediately after graduating - at 20/ 21 and quickly became mothers.

I remember in particular one extremely talented girl - a gifted elocutionist and actor. She was selected as the lead actress in a play at the annual inter-class dramatics competition. The play was set in a Victorian period which meant she would have to weara costume other than salwar kameez. Her parents made a huge fuss about her arms showing - and this when the audience consisted only of women - students and professors of the college.

At IIM Ahmedabad, where I studied there wasn't a single Muslim girl among the 30 who were in my batch. And I don't think this has anything to do with 'discrimination' - it's just that they have never been given the freedom to dream big. Or the necessary parental support and encouragement. Come to think of it - I don't recall any Muslim boys in the batch either...

I don't say all Hindu women have the freedom to 'dream' either (read my earlier post: yeh ladki hai kahaan) but certainly many more of them are breaking new ground professionally.

Finally, Sania is a good reminder to the world of how India is different from fundamentalist Muslim regimes across the world. Afghanistan, Iran, Iraq, Pakistan - could any of them have produced a Sania???

I think not. India is at the end of the day a democratic country. A young Muslim woman - with the support of her family - can achieve almost anything. After all, even if the community were not to approve its word is not legal and binding.

Sania - you don't have to take up any 'cause'. Just concentrate on playing great tennis. Just 'being yourself' is a great inspiration for women, for Muslims and for all of India.

Friday, March 04, 2005

It's all in the hair

Just a quick additional point re: my previous post about what girls - and some guys - will be spending on - Hair.

Mainly: colouring, highlighting, straightening.

A few years ago, spending upwards of 2000 bucks to jazz up your hair was unheard of. Now, it's not a big deal.

I guess the hair industry needs to thank the following:

The women on the idiot box : Vamp or bahu, there is scarcely a woman on the telly with her hair less than perfect - or in its original colour. Daily exposure to 'wow-looking' hair has no doubt fuelled the desire to have the same in the aam junta.

What they realised was that no one is 'born' with it. Good hair is just the result of hours spent 'investing' in one's hair with the help of a trained professional.

Farhan Akhtar: Celeb hairstyles have been copied in the past. But Dil Chahta hai made hair 'cool'. The resulting publicity for Adhuna Akhtar's and Juice hair salon (which had patrons willing to shell out 800 bucks a cut) was a new high point in India's 'hair history'.

Postscript: Adhuna fell out with the financial partner of Juice and has now set up a new salon called Bblunt in Bbandra.

The Trend
There was a time when using shampoo used to be an upmarket thing. With two rupee sachets flooding the market everyone does. At the same time, young women have become more conscious about their hair and coloured/ straightened hair needs more 'advanced' products.

So, even as the mainline shampoos go mass, there will be an increasing number who will switch to using 'salon' shampoos and imported brands, even though they may cost Rs 200-400 a bottle vs Rs 40 bucks for the regular Pantene/ Sunsilk.

Also, haircare is a more unisex activity than say, getting a facial. Despite all the talk about metrosexuality you can be sure that few men will venture into waxing or bleaching. Hair? Sure. That's studly enough.

Young men have always been obsessed with their hair. In decades past, they's keep a comb handy in their back pockets, and constantly run it through their hair - with the aid of scooter and car mirrors. Woh naubat aaj nahin aati, simply because they ensure it's gelled into place.

The trick is for cosmetics companies to get us to use more of their products. Already from simple oil and shampoo the youth population at least is graduating to hair serums, gels/ wax, anti frizz products, leave-in conditioners.

Apparently women in Korea use 12 products every morning on their face including stuff like "pre-moisturisers"...

The Big Question for marketers: How to sell us stuff we don't really need but makes us feel good :)

Wednesday, March 02, 2005

The 'youth' budget

Two days after the dust has settled on P Chidambaram's budget announcements, so has the euphoria.

Within the fine print are several nasty li'l zingers like 'fringe benefit tax' which, if implemented, will make life quite painful for employees and employers

The folks who will probably be least affected by this will be the 20-25 year olds in their first or second jobs, earning below 25k a month.

To this bunch, the favourable changes in tax structure are going to offset the negative impact of the other proposals. In any case, being relatively junior these folks don't enjoy that many fringe benefits in the first place.

Yeh maal bikega
We usually spend based on how rich we 'feel' - not just how much money we have in the bank. Right now, young India is feeling good and more likely than ever to spend.
Clothes/ movies/ eating out are perennial favourites but among the bigger ticket items:

Mobile handset upgrades: The 15-20k category will see more buyers, looking for specific applications like megapixel cameras and PDAs.

Foreign vacations: With air ticket prices tumbling (Air Lanka recently made a fantastic offer for those willing to travel in March) more young people will make impulse foreign trips.

A Southeast Asian holiday of 4-5 days (all included) is possible in abt Rs 20,000 per person - if you wait for a good 'deal'. With Jet, Sahara etc also flying to KL, Singapore, Bangkok - expect more such goodies :)

Diamond jewellery: Thanks to DTC's terrific marketing, diamonds are definitely on the young woman's radar. And they aren't going to wait for boyfriends or husbands to buy it for them. Rings and pendants upto Rs 10,000 - in a variety of designs - will work their magic.

IPods: Since young men can't buy jewellery (well, not the expensive kind - beads are OK) they're gonna go for gadgets. And the hottest gadget around is the IPod. It will not sell in large numbers - but will have its die hard fans.

Enjoy it while it lasts... Before you 'move up' in life and fnd yourself saddled with a home loan, car loan and 'fringe benefit tax'...

Tuesday, March 01, 2005

The Great Indian Marriage

Last night I saw a sweet old fashioned film called 'Barefoot in the Park'. It's just waiting to catch the eye of a Bollywood type at his local DVD library - watch for it to be turned into a hit Hindi phillum!

Actually the movie itself is an adaptation of a Broadway play written by Neil Simon in the 60s. The story is basic: Paul (Robert Redford) is an up and coming young lawyer who's just married Corie (Jane Fonda) an excessively perky young thing. Life after the honeymoon is not a bed of roses as Corie is not exactly a meticulous homemaker. For example. she chooses an apartment on the 5th floor of a building without an elevator (making for plenty of comic moments).

What's worse, however, is that Paul now needs to concentrate on furthering his career - and after one night on the town where Paul does not join in the fun, Corie starts feeling he's a 'stuffed shirt'. "You won't even walk barefoot in the park," she says - a confirmation to her of the fact that Paul is simply to uptight to enjoy life.

So, just a few weeks into the marriage she declares it's time for him to move out - and for them to get a divorce. Remember I said it's an old fashioned film - so in the end they kiss and make up. However it's interesting to note that it's basically a case of the young woman's lowered 'tolerance level' - a phenomenon we are seeing a lot of in India now.

"Can't take it, won't take it"
An India Today cover story titled 'Divorce goes young' (Feb 28, 2005) notes that 70% of divorces now involve couples below 35 years of age, driven apart by stressful lifestyles and intolerance.

'Divorces are not new in India," notes the article. "What's new is their growing numbers, different reasons and the diminishing stigma around them. More young couples are filing for divorce long before the 7 year itch sets in... Some in the first year of marriage."

Apparently 'amicable separation' in the first year of marriage has increased by 30% since 2000. And, more young women are initiating divorce. And not because of dowry harassment/ physical violence - which were the main reasons earlier. "Sexual incomaptibility, insensitivity, inequality, temperamental differences and psychological tiredness" are the reasons given most often now.

The problem begins with simple irritants like one partner likes films, the other theatre... one likes to spend, the other save. "Instead of adjustment, people dwell on the differences..." And then things quickly boil over.

Part of the reason is the financial empowerment of women - it makes it a lot easier for them to say "I don't need to put up with this nonsense". But even women who stepped into marriage as 'homemakers' are less inclined to be adjusting and tolerant.

However, survey after survey reveals that young people still believe in marriage - few are for live-in relationships. So what's the solution?

Maybe 'relationship training' in schools and colleges? At least plant the seed in young people's minds that marriage is not something that can run on auto-pilot once the wooing phase is over. You have to work on it, just like your career.

Speaking of careers, there's a big business opportunity in counselling - marital and otherwise. Psychology graduates are going to soon be a 'hot' commodity in the market - as companies, schools and colleges will be forced to look at the mental health aspect in their organisations.

Coming back to the original topic, Corie's mother gives her this most sensible piece od advice,"Give up a little of yourself for him... Don't make everything a game. Take care of him. Make him feel important!" If you manage to do that, she says - you will be one of the 2 out of 10 couples with a 'happy marriage'.

Unfortunately, young women, can't manage that. It goes against their 'we are liberated and demand equality' attitude'. Yet 4 decades later that bit of advice is still relevant.

Fact is, men - in India and the world over - have not evolved as rapidly as the women. They need reassurance and ego massage. Which is something young women should not see as a sign that they are 'inferior' - in fact it's quite the opposite :)

Shobha De's new book 'Spouse' seems like a very timely release in this context. I am no fan of her past works, but I think finally she has produced a book on a subject where she has real insight to share. In a first of sorts then - I may actually pick up a copy. Will let you know if you should too :)

Saturday, February 26, 2005

The Great Indian Family

Zamana beet gaya

There is a scene in 'My Big Fat Greek Wedding' where Nia Vardalos is shocked when her American boyfriend says he has no cousins. OK, technically he has a couple but hasn't met them in years.

Vardalos splutters," How can that be? No cousins! I have 28 first cousins!!"

It was an isn't-that-so-funny moment except ... Suddenly I realised I probably have that many first cousins. A quick calculation reveals -- tan tan na -- I have 44 first cousins. 21 on my dad's side and 23 on my mom's.

Shocking? Well, not really. My dad is one of 9 siblings, and my mom one of 7. And in a way my family is a mirror reflecting the social and demographic changes of India as a nation.

What once was...
Pre-Independence, every family was a large family. Except for a few, very few educated and elite parivaars like the Nehrus.

The older aunts in the family who were married in the 1940s and 1950s had 4-5 kids each - and that was considered a progressive thing to do. Those who married in the mids 60s, 70s and 80s have had an average of 2 kids - in the rare case there are 3.

The next generation - my cousin sister and I who married in the mid 90s - have one kid each (so far). Both are girls.

My cousin is a housewife, yet not keen on having a second baby. I am what the magazines call 'career woman' and I too am ambivalent about having a second child. But one thing's for sure - neither of us is going to have another baby simply in the hope of producing a male heir.

But what happens when my daughter Nivedita grows up and happens to watch 'My Big Fat Greek Wedding' on cable? She's going to find the thought of having 28 first cousins extremely funny. She currently has one first cousin - and can expect 1, or 2 more. For all you know - she may never even have a real sibling.

How India has changed!
This is a pattern you can see all across urban India. And I think it has huge social implications. I can't say I am 'close' to all 44 of my first cousins. Some are more dear than others - simply because we are on similar wavelength. But at the end of the day, when there is a wedding, you do feel a sense of 'family'.

My daughter may never have that. There will be extremely few rishtas (relationships) she will be able to take for granted.

Now at a younger age I would have called this a wonderful thing. Throughout my childhood I found the constant presence of the extended family quite painful. Summer vacation? Six cousins would come to stay for a month or more. It was fun - in hindsight - but also a source of acute embarassment at the time.

Being from what can politely be termed as 'hicktowns' my cousins were rather different from me - the city kid. They didn't speak English, they wore strange clothes. They put 4 spoons of sugar in milk and put excess oil in their hair.

My birthday - bang in the middle of summer - was always 'spoilt' because my cousins and my friend were like oil and water. The two never mixed.

Today - things are different. The same hicktown cousins have become a lot smarter and sophisticated, thanks to the general sophistication of India itself. Satellite TV, internet, the consumer boom in smaller towns - thanks to increased purchasing power.

Some still don't speak English too well but it doesn't matter. Because I've lost my 'English-is-cool' complex.

They wear branded shirts - not safaris, use Brylcreem - not oil. And we all laugh when we recall the days when ek kapde ke thaan mein se teeno bhaiyon ki shirt banti thi.

Their wives don't wear jeans like me, but they are fashionable in their own way. And as keen to live life and experiment as me. They like trying out new recipes - and at weddings where the traditional daal-baati used to be the highlight, south Indian or Chinese stalls are a must.

Their kids will be even more similar to city kids like Nivedita in attitude and aspiration.

We do need an education...
For my brother and I, growing up in Bombay, education was of prime importance. But not so much for my cousins - it was understood the boys would do B Com and join the family business, and girls would get married.

That's changed.

Even those cousins whose parents are in business now want a professional education for their children. One such cousin is busy preparing for IIT entrance at the famous Bansal classes in Kota. His younger sister will also join him after completing class 10 this year.

When my brother applied to study abroad it was understood he would have to secure a full scholarship. Now, parents pay - or students take loans. And that's just what a young cousin of mine has done recently.

After completing 3 years of his engineering course in India, he's gone to Purdue university to do the 4th year (it'a part of a tie up the univ has with his college). He's paying his way but determined to pay back his parents by working abroad for a few years before ultimately coming back.

Even the girls are a lot more ambitious. A couple have done MBAs - not from the very best institutes but good enough to get them decent jobs. One cousin entered the BPO industry 2 years ago and is today a Team Leader earning close to 25 k a month.

She was just a small town girl - and a plain graduate - when she came to Gurgaon in search of a job, when her dad's business collapsed. Now her parents and siblings have in fact shifted to Gurgaon and started life afresh - thanks to the success she's been able to make of herself.

That's a changing India for you!

Conclusion: Large families are neither practical nor desirable in today's day or age. But there is something really nice about having buas and mamas and mausis - which is not the same as having aunties and uncles.

For my generation, some friends are almost like family. For the young people of tomorrow they will be family - because 'family' as we know it really won't exist.

Hmm. Maybe I really should have another baby.
Then again....


Friday, February 25, 2005

Amit vs Abhijeet

A quick recap of last nite's Indian Idol finale
- Amit Sana sings better
- Abhijeet sings well but looks better and smiles better.

My vote goes to Amit. Maybe, for the first time I will actually bother to send an SMS :)

A few other observations:
* Judge Farah Khan was clearly rooting for Amit Sana - she could have been a little more gracious to the other fella.

* Thank God the final episode did not have BLATANT product promotion eg Mini and Aman Varma eating potato chips. For Godssake!! Product placement works only when it makes 'sense' and not when it's intrusive.

OK, The fact that you can send Hindi SMS via Nokia was plugged but it didn't sound out of context. That's the difference between good and bad product placement!

* I noticed during the breaks some pretty interesting youth oriented advertising. Since I've cribbed a lit about the lack of it just a couple of posts ago I think I should specifically mention the ones that stood out:

- The Kit-Kat spot which shows how you can eat the bar Hollywood style or Bollywood style. Quite cool.

- The Pepsi spot for their new promotion - with Saif playing the bumbling detective. It has at least some of the spark of earlier days though it's not as memorable as 'mera number kab aayega'?

Lastly, this keeping of the suspense for a whole week is a bit of overkill. But I guess it will get the channel the desired ratings.. And that's what finally matters!

Thursday, February 24, 2005

'Rig' Veda?

'Rig' Veda
The Indian Idol finale airs tonight and although I do think the show is pathbreaking in many ways, the SMS voting is beginning to resemble the Great Indian Political Tamasha more than a talent hunt.

Yesterday, Midday frontpaged a report on how the BMC worker's unions have pledged their support to Abhijeet Sawant - the contestant whose dad works with the corporation.

100,000 workers X average of 5 family members = 5 lakh possible votes. OK - so maybe all will actually vote but some may send in several entries and it all still adds up.

Meanwhile ads are apparently appearing in Chhatisgarh papers urging people there to vote for Amit Sana...

The point is: Talent Hunts are based on the 'may the best man wins' concept. So if I honestly believe X or Y is 'better' - sure, I should share this opinion with the world and even urge you to vote for him.

But simply asking for votes because I am from your city/ caste/ school - this is no different from what Indian politicians do. And the results are clear for all to see - the 'best man' usually doesn't even get nominated! The likes of Manmohan Singh are too educated and too unpopulist to get voted to office - but the like of Laloo can keep getting elected.

Coming back to Idol, Indians appear to be rating 'humility' more seriously than whether the singer has star quality. No doubt both Abhijeet and Amit are good singers - but personally, I don't think they possess the 'X factor' which is mentioned by the judges in every episode.

The odds appear to be stacked against Amit Sana - he is singing under medication, and also the fact that Abhijeet is from Mumbai is likely to influence votes in his direction.

Yet, I would urge junta to vote for whoever they think is 'better' - whatever your definition of better may be. As long as it's related to talent and not something vague like 'at least he's Maharashtrian'.

Wednesday, February 23, 2005

The last 'obscene' day of school

This is Mumbai - not Bihar!
Std X prelims are over. It's the last day of school - an emotional moment in the life of a 15 year old. As per tradition, kids are inking farewell messages on each other's uniforms. They are doing this outside the school - in a student's building compound.

But the fact that boys and girls 'embraced' each other and wrote messages like 'I love you' and 'I will miss you' apparently irked members of the society where this was happening. They complained to the school authorities, who came rushing and took the kids to the principal's office in a rickshaw.

Principal Ajit Kaul, to punish this 'obscene' behaviour, slapped teenager Bilquis Chhapra. This he admits to - and find nothing wrong with. The girl, on the other hand claims she was dragged by the hair and slapped several times more.

This incident took place last week in suburuban Mumbai - not rural Bihar. It is strange and disturbing to see such a medeival definition of 'obscenity' in a co-ed institution!

Even stranger is the fact that the other parents are siding with the principal and justifying his action! They are demanding Bilquis and her family should apologise. Probably under pressure from the school management.

Thank God the girl's parents appear to be standing by her , at least.

Aapko takleef kya hai?
Honestly I don't see that any offence was committed.
a) The activity took place outside school
b) If the kids had something shady in mind they would have gone to some deserted/ dark corner. Why would they risk being 'caught' hugging in broad daylight in a building compound where some of them lived?

Had girls been writing 'I love you' to each other - no one would have cared. But the fact that boys and girls did so is being made out to be obscene. Hello! 'I love you' does not always mean 'I lust for you' !!

The principal later said he was upset because the students showed 'disrespect to the school uniform'. Well, I remember writing on friends uniforms when we passed out of school - what's the big deal? You're not going to wear it anymore so you write messages and make it something to preserve forever. A sweet memory of your school days.

Lastly, whatever the offence - and I do not even consider this to be one - a school principal is out of bounds when he SLAPS a 15 year old girl.

It is extremely traumatic - and demeaning - for a teenager who has probably never even been slapped by her own parents.

Perhaps he was feeling 'helpless' because school being technically over for the girl he no longer had power over her. The correct thing to do would be to express displeasure and simply summon her parents.

If he really had the students 'best interests' at heart as he claims - at least the man should have spared a thought for the impending board exams. What state of mind will Bilquis be in now? Will she really be able to concentrate on her studies??

Were principals born middle-aged?
I am drawing conclusions based on news reports - perhaps there is more to things than meets the eye.

But one thing's for sure, teachers and principals have completely forgotten what it was like to be young. Many of our educators have serious issues - arising from frustration with their low-paid jobs. They are unable to manage their own low self esteem and resultant anger.

They harbour extremely negative perceptions of everyone and everything around them. Especially yeh aajkal ke bachche (kids these days)

Educators prefer to see students at a superficial level and find them 'oversmart' and 'disrespectful'. And instead of winning their hearts and minds by inspiring and stimulating them, they decide it's time to show 'who's the boss'.

All that does is make young people somewhat fear - and mostly jeer. And the disinterest-defiance cycle continues.

P.S. The biggest irony is that the school where the incident occured is called 'Children Welfare Centre School'. Some welfare!

Friday, February 18, 2005

Gen Next politician Haazir ho!

"Narain Karthikeyan has become the first Indian to compete in Formula One. Sania Mirza has become the first Indian woman to reach the third round of an international Grand Slam. All very thrilling. But hang on, folks. Before we get carried away overhow youth is shattering the old world, a word about how the old world is still demolishing the young."

In a hard hitting piece in the Indian Express dt Feb 7 Sagarika Ghose asks: Why haven't all those young politicians we elected last year (dubbed by the media as GenNext MPs) made an impact?

Alas, she says: "None of those young MPs have either distinguished themselves as charismatic or powerful leaders of people or as heartful orators. They have not been able to announce original ideas. Nor have they been able (or allowed) to significantly challenge geriatric party leaderships by sheer force of personalityand achievement.

They haven't been allowed to succeed precisely by the same politics to which they owe their existence: namely the politics of family. Family has brought them political success, but paradoxically family has trapped them in political stagnation."

Ironically the "Minister for Youth Affairs and Sport" is the 75 year old Sunil Dutt who is neither youthful or sporty!

The average age of the Prime Minister Manmohan Singh's cabinet is definitely 70 plus. The opposition BJP is also populated with oldies. A B Vajpayee could have gracefully retired after the election. But no, the old guard continues and by the time they actually 'let go' the young fellows (like Arun Jaitley) will have white hair themselves.

Some things, evidently, won't change that easily. Maybe, just maybe, when Mme Priyanka Gandhi becomes PM. Don't snigger - it's going to happen sooner or later. So one may as well focus on the possible silver lining.

Given facts if political life such as corruption will remain - whether the young or old are in power - I for one would still plump for youth. Because young politicans - thanks in part to their fancy overseas education - have a greater stake in seeing the country progress than politicians well past the prime of their lives.

Give them a chance to take risks and turn some of their 'foolish dreams' into reality. Before the little idealism they possess gives way to cold, hard cynicism...

Advertising works but...

The Bad, the Ugly, the Good

The most popular way of building a brand - including youth brands - is conventional advertising. Does it work? Yes and no.

Yes - because although people in general (and young people in particular) believe that they are not 'really influenced' by advertising - which isn't true. Sure, we don't run out and buy stuff right away because we see it advertised and yes, we do consciously tune out a lot of it. But at an unconscious level every ad we see - in every medium we see it - leaves its mark.

There are broadly three kinds of advertising:
a) "I exist" advertising: This is the simplest form - a piece of communication which tells you x or y product is in the market and demonstrates what it can do for you. ie make your teeth whiter, hair shinier etc.

This is on the face of it 'boring' but it does work in the sense that it often induces trial within established product categories. For example, if I am a 'Pantene' user, and I am exposed to attractive ads for 'Garnier Fructis' I will most likely be willing to try the new brand.

But at the end of the day, 'I exist' advertising only appeals at a rational level. The use of brand colours, situations, models (and sometimes celebrities) can add a bit of differentiation.

But repeated hammering in of product benefits and pack shots rarely allows the communication to make a lasting and emotional impact.

b) "Irrelevant" advertising: Here, the agency tries hard to be entertaining, witty (the accepted formula to 'connect' with the youth) - but there is no connection whatsoever with the product.

There is a long, long list of such ads currently running on TV. It appears as if the copywriter had a series of humorous situations or 'skits' in his or head and when the need to make an ad comes up, these come in handy. A tenuous connection is established between the skit and the product and voila! Ad taiyyar hai.

Remember Chlormint? The only impact it made on young people was canteen conversation around the question -"Are those two guys in the ad gay?"

Another sad trend is how every Indian ad somehow wants to associate itself with the Great Indian Institution of Shaadi (marriage).

Nescafe's latest prospective bride meets prospective groom ad is a case in point. The agency needs to take note of the scathing feedback it's getting from the traditional Nescafe audience (the young and upwardly mobile).

A recent tagline which caught my attention was Sunsilk: "Life is what happens while you're making other plans". As I haven't actually seen the ad I shall refrain from comment except to say that phrase is definitely inspired by a stale internet forward!

c) Truly creative advertising: This is the kind which is relevant, memorable and at some level produces a warm, fuzzy feeling - a kind of unconscious alignment with the brand. These ads are creative - but never take the focus away from the product or message. Yet, they do not keep harping on functional benefits or keep flashing the brand logo.

The best recent example is the Hutch 'boy and dog' commercial. I think Pepsi's 'Dil maange more' (the heart wants more) campaign which ran for several years was also path breaking. The sentiment was something the youth of this country really identified with.

So much so that after a hard won battle to recapture a mountain peak during the 1999 Kargil war Captain Vikram Batra immortalised that phrase on national television.

Sadly, since then Pepsi has adopted a new catchphrase 'yeh pyaas hai badi' (this thirst is big) and although it means approximately the same thing, adding the product connected word 'thirst', in my opinion, destroys the magic.

Most of Nokia's advertising also leaps out of the clutter. It helps that they have a bunch of really innovative products to advertise :) Easier to be creative with a 7250 than a daily moisturiser.

But it's also a reflection of the company's clarity - every ad focuses on communicating just ONE message. Like, this is a colour phone, or this is a phone for fashionable people. The million other features be damned!

Every brand manager would like to see "truly creative' advertising for his brand but is usually unable to take the risk involved and hence settles for a) "I exist" or b) "Irrelevant advertising.

Between the two I'd say the straight forward "I exist" school of advertising at least accomplishes part of its job. That's any day preferable to the "irrelevant" school which in my opinion is simply money down the drain.

Clutching at straws
As a kind of desperate 'kuch to work karega' measure companies pin their hopes on celebrities. However, there is no succsessful example of an Indian celebrity whose endorsement has actually helped sell more of a product.

Reebok used rap stars in its advertising campaign and suddenly went from being a fuddy duddy brand to a cool one once again. Sania Mirza or Shahid Kapur or even the bigger stars can't produce that effect in India. And in any case, celebs invariably endorse several products at the same time and hence are not strongly associated with any one brand.

Conclusion: Great advertising does build youth brands but is rarely and inconsistently produced, especially in India. If you are clear that "youth" is the target segment think cutting edge, and not 'let me also appeal to mummy, daddy, munni, chunni and Ramu doodhwala" with the same ad.

Tuesday, February 15, 2005

Brands that tell a story

Piggybacking on a personality
One of the big youth fashion brands to spring up in recent times has been 'Von Dutch'. It's not well known in India, though you might occasionally see an MTV veejay sporting a Von Dutch t shirt. You really can't miss that distinctive, 'flaming' logo.

Chris Detert, the marketing director of Von Dutch Originals, says: "We have created a clothing line and lifestyle brand with an edgy, rebellious spirit - a brand that many people, from all walks of life, can relate to."

How did they do this? By piggybacking on the personality of a strange man named 'Von Dutch'. And then further embellishing and propogating the legend.

Who was Von Dutch?
Von Dutch is not Dutch at all. He was a mechanic called Kenny Howard who achieved pop cult status in America in the 1950s by painting and 'pinstriping' cars and bikes. Since he used the name 'Von Dutch' cars customised by him came to be known as 'dutched'. His most famour 'creation' was a logo - the 'flaming eyeball with wings'.

As an article by Bob Burns on the man notes
When a car owner came to him, he didn't tell Dutch what he wanted, he just told him how much 'time' he wanted to purchase. The designs were up to Dutch, and many of them were created way down deep in the recesses of his eccentric imagination.

He was subsequently imitated by many others such as Shakey Jake, The Barris Brothers, Tweetie, Slimbo, Big Daddy Ed Roth.

But essentially the guy was a very niche hero, somebody biker circles looked upto. How did he spawn a major mainstream fashion brand?

Well, the answer is - he didn't. The chap died in 1992 - paranoid, alcoholic and penniless. His daughters later sold the rights to reproduce their father's imagery to Michael Cassell, a maker of surfer clothing who established 'Von Dutch Originals' in 1999 with one single store.

Cassell had his eyes on the niche market of bikers (the "hot rod" set) but his partners (who'd worked with brands like Diesel and Fiorucci) believed they could appeal to a wider, fashion audience.

As an article titled the "Ad Nuseam Marketing of Von Dutch" notes
"It took insight, luck or both to see that Von Dutch could be, well, exploitable. Celebrities such as Britney Spears and Justin Timberlake and Ashton Kutcher showed up wearing the logo caps....The whole appeal of course was explaining who Von Dutch was."

The story of Von Dutch - a man who was an individualist and rebel - gave a unique coolness and personality to the brand. Something that conventional advertising could never have achieved!

The Trucker Hat Phenomenon
The "killer" product was the trucker hat (so called because it was favoured by truckers and tractor drivers). It became so popular that the company had to limit its production to 'maintain' exclusivity and yet hope that the 'followers' would be willing to wait to buy the product even as the trendsetters moved on to the Next Cool Thing.

And the strategy seems to have worked. By 2003, the company was doing $33 million in sales and for 2004 revenues were in the $100 million region.

Of course, there has also been some backlash. Those who got into the trend early and shelled out $ 75 for a hat and felt good about it started resenting the logo being all over the place.

Companies producing 'Von Sucks' and 'Von Done' hats and clothing sprung up. Meanwhile some folks discovered that Von Dutch was, in addition to being a creative genius, also 'not such a nice man' (racist, alcoholic etc). And the members of the counterculture who had 'owned' Von Dutch also felt betrayed at the commercialisation of their hero.

Von Dutch will eventually start declining in popularity. Maybe the founders will have to find another original, another counter culture icon to tap into and commercialise.

The point simply is that a good 'story' can lend character and resonance to a brand.

Many brands take their names from their designers - who are living personalities. Ralph Lauren, DKNY, Pierre Cardin etc etc.

But a youth marketer with vision can also tap into the prevailing counter culture - something very niche - and commercialise it.

It can happen in India
The runaway success of the 'Osho' slipper (the chataai base chappal with the velvet straps) is a good example. The slippers were originally sold outside the Osho ashram in Pune's Koregaon Park.

A few young people discovered they were really comfortable to wear and the next thing you knew, everyone wanted to have a pair. I remember about 4 years ago, a guy who worked in my office and went home to Pune every weekend found himself flooded with requests for 'Osho slippers' - they cost about Rs 200 at the time.

Soon enough the chaps who're always looking for the next big trend - the ones who sell your stuff on Colaba Causeway and Janpath - realised there was a huge potential in this product. They started manufacturing it on a mass scale and you can now buy Oshos for just about Rs 70 a pair.

Meanwhile, they even introduced new designs, straps, embellishments like shells, sequins. There's a variation for men with square toes and an upturned front.

The 'Osho' - even two years after it went mainstream - continues to be one of the biggest fashion fads to have hit the Indian youth.

Oshos have worked at two levels:
a) The 'Osho' connection lends it personality and 'coolness'. I can bet the Osho slippers would NEVER have taken off in such a big way had they just been called 'bamboo chappals'.

b) At a practical level Oshos are comfortable and affordable. They fit in with the current attitude which is to 'dress down' to college as opposed to dressing up - which is something only for kids who've just joined college - completely wannabe!

Can Osho go the Von Dutch way?
I see no reason why some clever marketing can't turn 'Osho' slippers into a worldwide phenomenon like the trucker hat. And, like Von Dutch, metamorphose into a lifestyle brand. Of course, it would be something the Osho ashram itself would have to endorse (which it is unlikely to).

What the Osho brand would represent to young people is:
a) Indian spirituality, mysticism
The Appeal: the search for inner peace, tranquility is something universal - and a current worldwide obsession.
b) Individuality
The Appeal: Osho lived his life the way he wanted to, something most of us will probably never be able to do.
c) 'Free Sex'
The Appeal: Something uniquely Osho, and very aspirational. Again, we will never actually get to do it but we can buy into the philosophy by buying into the brand!

Conclusion: Tap into the 'counter culture' for ideas if you're a youth marketer. Then, walk the thin line between cool and crass while attempting to commercialise it. If you get it right, you will find the rewards simply amazing!

More on counter culture ideas from India that could go mainstream - in future posts.

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