When it comes to children’s advertising esp. in India.
Most of the players either exploit the vulnerabilities of adolescence or resort to dumbing down through parental doctrinarian/intervention
Mentos however goes beyond the hackneyed plots involving over smart kids or the know it all super kids.
The constant endeavour to heighten fun & excitement even in ordinary mundane environments is an idea that belongs to the teen world.
‘velapanti & keeda’ come naturally to them.
The coming home from school and witness the rather unspectacular tragedies of everyday is downright boring & uneventful & warrants dramatic intervention.
The child is seeking sense of freedom/release from the strict disciplinarian autocratic environment that he is unwillingly subjected to
And what better than an isolated forlorn donkey to bring out his pent up frustration…
Ridiculing the donkey is the kind of stuff that we carry in our gene pool
Even the most abject, weak will identify with…
The protagonist being a fat boy is a conscious choice (one who usually is the butt of jokes in school) but now can redeem his self-worth by ridiculing the donkey
But when the donkey makes an ass of the protagonist… the impact is even more memorable.
Entertaining, enjoyable, slice of life advertising…
http://www.youtube.com/watch?v=P2sytFarAF4
Wednesday, January 4, 2012
Thursday, December 1, 2011
‘Har ek friend jaroori hota hai’
The latest ‘Airtel’ commercial makes for interesting reading n the context of what friendships mean in today’s day and age.
Al though on the face of it, it’s about celebrating different kinds of friendships, (shopping, joke buddy,classroom friends, bike-ride friends); there is a need to probe if ‘friendship’ itself is undergoing a change.
In today’s urban, nuclear, isolated lives, friends have become important than ever before. And however cliched it may sound. ‘Friends are the new family’ holds true amongst the urban youth.
Social media, mobile phones and BBM’s have further perpetuated the friendship phenomenon. It gives you the impression that one is constantly surrounded by them and one’s lives are being led within thathalo.
The communication, gives you a peek into the lives of the GENX world - the extended youth phase,the carefree life matched by unbridled consumption. Yet the superficiality & transactional nature of the relationship depicted cannot be ignored.
Shopping mallwala shopping friend
Koi exam hallwala copying friend
Articulating friendship in terms of need states itself is a large indicator of the nature of relationships becoming transactional. Friendship being measured on the merits of the others performance/usefulness in the transaction.
On the other hand, it could well be argued that it is a more realistic depiction of contemporary life.Instead of singing paeans of the holier-than-thou-virtues of friendship, acknowledging the fact that to navigate through life, one needs people with different skills and virtues.
Koi Effortless, Koi Forced Hota Hai
Lekin Har Ek Friend Zaroori Hota hai
The fact that people have different personalities and come with distinct traits… And even though certain traits personally don’t appeal to you, they add a certain texture and variety while enriching your life either directly or indirectly.
And this is where ‘jaroori’ enters the vocabulary.
Indicative of a larger societal trend where what you are desiring is not friendship but connectedness & networking under the garb of friendship. The implied assumption that having similar tastes and preferences are secondary to one’s practical usefulness. Notice the friend suggestion box in Networking sites. Every new social contact is termed as a ‘friend’.
Friends are being assessed for what they bring to the table. While choosing friends, a quick mental SWOT analysis of the other person happens before you befriend him. Storing number in phonebook/facebook along with a bday reminder so as to wish them on the due date fulfils the responsibility of ’being in touch’.
Indicative of our changing priorities while adapting to the demands of the networked economy
From the days of:
ye dosti hum nahin todenge,
todenge dam magar teraa saath naa chhodenge
When friendships were meant to last a lifetime...The idea that u stick through thick and thin, share each other’s success/failures while taking into account each other’s differences /idiosyncrasies.
We have come a long way.
But the thought itself is not so alien to us. Even during the earlier times, what helped one move up the social ladder was in politically correct terms referred to as ‘Contacts’. The number of people one had access to was directly proportional to ones growth in the social hierarchy esp. in the pre-liberalization
era .However it was Contacts and not friends.
However in today’s interconnected and highly interdependent world, the idea of contacts is losing relevance because the lines between the two have blurred. In a majority of the cases the contact reveals a lot of personal details (courtesy-social media) so as to be classified as friend. In fact today, friendship
has a social currency attached to it with its own bragging rights (be it number of friends, celebrities/hotchicks on your friends list) and contacts/acquaintance play a major role here.
No wonder,’ Har ek friend jaroori hota hai’ has managed to captures the imagination of today’s youth.
Al though on the face of it, it’s about celebrating different kinds of friendships, (shopping, joke buddy,classroom friends, bike-ride friends); there is a need to probe if ‘friendship’ itself is undergoing a change.
In today’s urban, nuclear, isolated lives, friends have become important than ever before. And however cliched it may sound. ‘Friends are the new family’ holds true amongst the urban youth.
Social media, mobile phones and BBM’s have further perpetuated the friendship phenomenon. It gives you the impression that one is constantly surrounded by them and one’s lives are being led within thathalo.
The communication, gives you a peek into the lives of the GENX world - the extended youth phase,the carefree life matched by unbridled consumption. Yet the superficiality & transactional nature of the relationship depicted cannot be ignored.
Shopping mallwala shopping friend
Koi exam hallwala copying friend
Articulating friendship in terms of need states itself is a large indicator of the nature of relationships becoming transactional. Friendship being measured on the merits of the others performance/usefulness in the transaction.
On the other hand, it could well be argued that it is a more realistic depiction of contemporary life.Instead of singing paeans of the holier-than-thou-virtues of friendship, acknowledging the fact that to navigate through life, one needs people with different skills and virtues.
Koi Effortless, Koi Forced Hota Hai
Lekin Har Ek Friend Zaroori Hota hai
The fact that people have different personalities and come with distinct traits… And even though certain traits personally don’t appeal to you, they add a certain texture and variety while enriching your life either directly or indirectly.
And this is where ‘jaroori’ enters the vocabulary.
Indicative of a larger societal trend where what you are desiring is not friendship but connectedness & networking under the garb of friendship. The implied assumption that having similar tastes and preferences are secondary to one’s practical usefulness. Notice the friend suggestion box in Networking sites. Every new social contact is termed as a ‘friend’.
Friends are being assessed for what they bring to the table. While choosing friends, a quick mental SWOT analysis of the other person happens before you befriend him. Storing number in phonebook/facebook along with a bday reminder so as to wish them on the due date fulfils the responsibility of ’being in touch’.
Indicative of our changing priorities while adapting to the demands of the networked economy
From the days of:
ye dosti hum nahin todenge,
todenge dam magar teraa saath naa chhodenge
When friendships were meant to last a lifetime...The idea that u stick through thick and thin, share each other’s success/failures while taking into account each other’s differences /idiosyncrasies.
We have come a long way.
But the thought itself is not so alien to us. Even during the earlier times, what helped one move up the social ladder was in politically correct terms referred to as ‘Contacts’. The number of people one had access to was directly proportional to ones growth in the social hierarchy esp. in the pre-liberalization
era .However it was Contacts and not friends.
However in today’s interconnected and highly interdependent world, the idea of contacts is losing relevance because the lines between the two have blurred. In a majority of the cases the contact reveals a lot of personal details (courtesy-social media) so as to be classified as friend. In fact today, friendship
has a social currency attached to it with its own bragging rights (be it number of friends, celebrities/hotchicks on your friends list) and contacts/acquaintance play a major role here.
No wonder,’ Har ek friend jaroori hota hai’ has managed to captures the imagination of today’s youth.
Addressing privacy in public spaces – VOLVOS
An inter city commute like that between Pune- Mumbai, Delhi- Chandigarh is
a journey one looks forward to these days courtesy the 4 lane expressways,
Volvo buses and the swanky food malls that dot the landscape
And For a majority of first timers, one can't help but marvel at the
technological superiority of the Volvo
The sliding automated doors, the soundproof transparent glass windows that
mimic the feeling of being in an air-tight container.. a cocooned existence,
free from the dust and chaos of the outside world .
You zip across catching glimpses/fleeting moments of the countryside. Kids
playing cricket, shepherds rearing their cattle etc. But it's the zip and a
momentary glance that doesn't allow you to dwell/reflect on it for too long
thereby ensuring that you flip through it without contemplating on the sight
Every seat is distinct , with an individual arm rest, modeled according to
the reclined, relaxed body posture thereby offering a defined individual
space... which one is not accustomed to in case of public transport.
Privacy i.e. private space esp in cities like Mumbai is in short supply
unless you own a private vehicle. The cramped homes/apartments and small
houses in the city offer little of that. Hence privacy is often observed in
public spaces, refer to the brazen handholding & PDAs at chowpati or
Marine drive . If one have travelled in AC buses in Bombay, it's not
surprising to find young couple even the married ones cozying/cuddling up in
the rear seats
And the Volvo with its cushioned reclined seats offers just the right amount
of privacy. With the curtains guarding against the intruding world, and
earphones barring the outside clamour, it offers more of a secluded lounging
experience that is in short supply
It's like a honeymoon suite view but in motion, with the option to
shun/close out the scenery by just drawing the curtains on the window.
What makes the experience more interesting and fulfilling is the
intermittent play between the private and the public (Mall stopover)
offering enough occasions/instances for simultaneous existence
The customized dim reading light above the seat that allows read/contemplate
at your own pace...thereby creating a private space and in a public setting.
Engrossed in one's world, contemplating everyday existence, what is missing
in this otherwise engaging journey is probably a mini bar. Reading Murakami,
listening to Beatles (Norwegian wood) and sipping Bud along the way. Who
says commuting is a chore??
a journey one looks forward to these days courtesy the 4 lane expressways,
Volvo buses and the swanky food malls that dot the landscape
And For a majority of first timers, one can't help but marvel at the
technological superiority of the Volvo
The sliding automated doors, the soundproof transparent glass windows that
mimic the feeling of being in an air-tight container.. a cocooned existence,
free from the dust and chaos of the outside world .
You zip across catching glimpses/fleeting moments of the countryside. Kids
playing cricket, shepherds rearing their cattle etc. But it's the zip and a
momentary glance that doesn't allow you to dwell/reflect on it for too long
thereby ensuring that you flip through it without contemplating on the sight
Every seat is distinct , with an individual arm rest, modeled according to
the reclined, relaxed body posture thereby offering a defined individual
space... which one is not accustomed to in case of public transport.
Privacy i.e. private space esp in cities like Mumbai is in short supply
unless you own a private vehicle. The cramped homes/apartments and small
houses in the city offer little of that. Hence privacy is often observed in
public spaces, refer to the brazen handholding & PDAs at chowpati or
Marine drive . If one have travelled in AC buses in Bombay, it's not
surprising to find young couple even the married ones cozying/cuddling up in
the rear seats
And the Volvo with its cushioned reclined seats offers just the right amount
of privacy. With the curtains guarding against the intruding world, and
earphones barring the outside clamour, it offers more of a secluded lounging
experience that is in short supply
It's like a honeymoon suite view but in motion, with the option to
shun/close out the scenery by just drawing the curtains on the window.
What makes the experience more interesting and fulfilling is the
intermittent play between the private and the public (Mall stopover)
offering enough occasions/instances for simultaneous existence
The customized dim reading light above the seat that allows read/contemplate
at your own pace...thereby creating a private space and in a public setting.
Engrossed in one's world, contemplating everyday existence, what is missing
in this otherwise engaging journey is probably a mini bar. Reading Murakami,
listening to Beatles (Norwegian wood) and sipping Bud along the way. Who
says commuting is a chore??
Sunday, October 10, 2010
Meenthe mein kuch meetha ho jaue- Cadbury Dairy Milk
Over the years, Cadbury is trying to position itself as an alternative to traditional sweets.
In a larger sense..shubh aramb to post dinner meetha cravings is a continuation of the same strategy of making the brand part of everyday consumption
A logical progression where it looks to tap into occasions when traditional sweets are consumed. In majority of the Indian households, it’s customary to have something sweet after meals. This sweet more often than not is compensation for consuming the not so appetizing.. rather bland everyday food (heightened in the tvc’s by karela & laukee)
Hence a series of commercials revolving around family dinners. Each of them trying to capture the individual idiosyncrasies and the casual banter within the family members (husband-wife, father-mother, grandfather- granddaughter.)
AS with other CDM commercials, this series also retains the CDM look/feel. The Tone & imagey is also consistent with the overall campaign and belongs to the CDM world.
Excellent casting and art direction makes a worthwhile watch.
However does it manage to establish itself as an after dinner sweet or does it only tap into another occasion is something that requires a bit more analysis
I would go in with the latter for 2 reasons
1) The messaging is not consistent enough.
The primary take out in the second TVC (The family dinner ) tvc on the other hand is the CDM bribe for kid who makes fuss about consuming everyday foods, ‘post dinner meetha ‘alternative is secondary.
The romance commercial on the other hand talks about how dairy milk as a token/symbol through which one can express love to each other, thereby having nothing in specific with the dinner setting.
2)Secondly, though the VO talks about (khane ke baad..meenthe mein kuch meetha ho jaayye), except the romance TVC, it is unclear whether it is to be consumed while having laukee/karela or is suited for post dinner consumption . The dining table sitting in case of the little girl TVC further complicates the situation.
Also in a larger sense, the idea of having sweets post dinner usually involves consumption of ladoos/mithais …often stored in large containers and under the watchful gaze of the homemaker.
Also the post consumption feeling is one that is plentiful and filling and one that legitimises to the impending burrp.
To replace the same with a few scatterd pieces of flat bar chocolates hardly does justice to the act of ‘eating meetha ‘
It reminds more as a replacement for the mint/saunf that just about manages to refrclear the tste of the mouth than the ladoo/mithai that is otherwise consumed in everyday homes.
http://www.youtube.com/watch?v=rf0X0ycQz3I
http://www.youtube.com/watch?v=G2wBnjtmmg8
In a larger sense..shubh aramb to post dinner meetha cravings is a continuation of the same strategy of making the brand part of everyday consumption
A logical progression where it looks to tap into occasions when traditional sweets are consumed. In majority of the Indian households, it’s customary to have something sweet after meals. This sweet more often than not is compensation for consuming the not so appetizing.. rather bland everyday food (heightened in the tvc’s by karela & laukee)
Hence a series of commercials revolving around family dinners. Each of them trying to capture the individual idiosyncrasies and the casual banter within the family members (husband-wife, father-mother, grandfather- granddaughter.)
AS with other CDM commercials, this series also retains the CDM look/feel. The Tone & imagey is also consistent with the overall campaign and belongs to the CDM world.
Excellent casting and art direction makes a worthwhile watch.
However does it manage to establish itself as an after dinner sweet or does it only tap into another occasion is something that requires a bit more analysis
I would go in with the latter for 2 reasons
1) The messaging is not consistent enough.
The primary take out in the second TVC (The family dinner ) tvc on the other hand is the CDM bribe for kid who makes fuss about consuming everyday foods, ‘post dinner meetha ‘alternative is secondary.
The romance commercial on the other hand talks about how dairy milk as a token/symbol through which one can express love to each other, thereby having nothing in specific with the dinner setting.
2)Secondly, though the VO talks about (khane ke baad..meenthe mein kuch meetha ho jaayye), except the romance TVC, it is unclear whether it is to be consumed while having laukee/karela or is suited for post dinner consumption . The dining table sitting in case of the little girl TVC further complicates the situation.
Also in a larger sense, the idea of having sweets post dinner usually involves consumption of ladoos/mithais …often stored in large containers and under the watchful gaze of the homemaker.
Also the post consumption feeling is one that is plentiful and filling and one that legitimises to the impending burrp.
To replace the same with a few scatterd pieces of flat bar chocolates hardly does justice to the act of ‘eating meetha ‘
It reminds more as a replacement for the mint/saunf that just about manages to refrclear the tste of the mouth than the ladoo/mithai that is otherwise consumed in everyday homes.
http://www.youtube.com/watch?v=rf0X0ycQz3I
http://www.youtube.com/watch?v=G2wBnjtmmg8
Tuesday, June 29, 2010
HAAN JI!
• This greeting over the phone is your first glimpse into the unmistakable nawrth indian household.
The haan ji carries with it a certain respect that is ascribed to the caller…
To an insider, it gives that sense of belonging, exuding warmth ..
making you feel at ease .. At home
However to an outsider…it evokes somewhat mixed feelings.
The overtly friendly tone is totally unexpected .
And although it evokes a certain warmth, the pre-conceived notions/biases of
the delhiwallahs leave you with mixed feelings.
And the repetitive occurrence of it makes its credibility questionable..
The haan ji carries with it a certain respect that is ascribed to the caller…
To an insider, it gives that sense of belonging, exuding warmth ..
making you feel at ease .. At home
However to an outsider…it evokes somewhat mixed feelings.
The overtly friendly tone is totally unexpected .
And although it evokes a certain warmth, the pre-conceived notions/biases of
the delhiwallahs leave you with mixed feelings.
And the repetitive occurrence of it makes its credibility questionable..
WADA PAV & PANI PURI
It’s one of those things that strike you instantly... Ask a girl what she will like to have and without even blinking she’ll opt for the pani puri. While Men esp. in this part of the country would rather opt for a hot spicy wad pav than the tangy pani puri.
And I kept wondering as to why we don’t see women having wada pav’s & men pani puri as frequently as the other way round. It is not as if men don’t eat pani puri or vice-versa, however the incidence of them having is miniscule. This brings us to the question…
Why do men prefer wada pav and women go for pani-puri?
Let’s analyze as to what constitutes a wada pav...Boiled potatoes mashed along with paste of garlic/onions and then fried in a batter of besan.
A pani puri on the other hand involves puris (made of atta) & and a tangy liquid that comprises of saunf, pudina, green chillies & tamarind.
It’s anyone’s guess as to who adds more calories...The deep fried potato wada
And girls while having pani puri subconsciously know that it’s a healthier option….
However is that the only reason?
When it comes to taste… there’s a clear division there as well.
Research has shown us again that spicy oily and extreme flavours are preferred by men while women on the other hand opt for bland,tangy, khatta meetha flavours.
And not to forget the chai which is a great accompaniment along with the wada pav. Hence incidence of male consumption being more.
Also …More often than not..eating pani-puri is a planned outing. A majority of women like to have chaat on an outing with friends or families. it’s an occasion whether u have a date with ur bf or a family outing at a neighbourhood park
Wada-pav on the other hand is seldom a planned purchase. It’s more of a on the go snack.a quick bite while on the move.however seldom a reason for an outing.
However …there are certain socio-cultural aspects that also influence this behavior and let’s try and analyze the same.
Men primarily were hunters. And a look at how people eat was tearing the flesh from the bone and chewing till it is ready to swallow. It involves removing a piece from and then chewing it to make smaller morsels so as to enable them to swallow. Same is the case with a wada pav.one that involves biting into hot wada & pav and then tearing it apart akin to the way we eat meat/flesh.
Again the very art of eating itself is manly & aggressive with a constant chewing that is quite similar to the way lion/tiger relishes its meal
Let’s understand pani puri consumption. The vendor picks up a poorie, adds the aloo/chick pea and the tangy water and serves it one by one. This transaction between the 2 is again an interesting one. This very act where the vendor offers a puri... one by one is a depiction/demonstration of the underlying need/desire among women who like to be served.
They like to be served and at the same time also like to dictate their preferences specifically. Hence each time a purie is filled with water, it is according to the specific instruction of the woman.(thoda khatta, meetha, tikha etc).Hence something that is customized as well as served to them.
Every woman’s delight.
Now let’s understand this act of eating..Delicately picking up the puri so as to avoid the liquid from spilling...the entire puri is consumed… rather swallowed with minimum fuss. … It’s very feminine. there’s hardly any chewing or even slurping but is consumed in a way that is almost apologetic.
This is because.being at public places, it’s important for females to maintain their poise or risk being labeled and attract the unwarranted male gaze. This consciousness of consumption in the public space is then transferred to the act of eating.
It’s a hypothesis based on plain observation or so I think…
And I kept wondering as to why we don’t see women having wada pav’s & men pani puri as frequently as the other way round. It is not as if men don’t eat pani puri or vice-versa, however the incidence of them having is miniscule. This brings us to the question…
Why do men prefer wada pav and women go for pani-puri?
Let’s analyze as to what constitutes a wada pav...Boiled potatoes mashed along with paste of garlic/onions and then fried in a batter of besan.
A pani puri on the other hand involves puris (made of atta) & and a tangy liquid that comprises of saunf, pudina, green chillies & tamarind.
It’s anyone’s guess as to who adds more calories...The deep fried potato wada
And girls while having pani puri subconsciously know that it’s a healthier option….
However is that the only reason?
When it comes to taste… there’s a clear division there as well.
Research has shown us again that spicy oily and extreme flavours are preferred by men while women on the other hand opt for bland,tangy, khatta meetha flavours.
And not to forget the chai which is a great accompaniment along with the wada pav. Hence incidence of male consumption being more.
Also …More often than not..eating pani-puri is a planned outing. A majority of women like to have chaat on an outing with friends or families. it’s an occasion whether u have a date with ur bf or a family outing at a neighbourhood park
Wada-pav on the other hand is seldom a planned purchase. It’s more of a on the go snack.a quick bite while on the move.however seldom a reason for an outing.
However …there are certain socio-cultural aspects that also influence this behavior and let’s try and analyze the same.
Men primarily were hunters. And a look at how people eat was tearing the flesh from the bone and chewing till it is ready to swallow. It involves removing a piece from and then chewing it to make smaller morsels so as to enable them to swallow. Same is the case with a wada pav.one that involves biting into hot wada & pav and then tearing it apart akin to the way we eat meat/flesh.
Again the very art of eating itself is manly & aggressive with a constant chewing that is quite similar to the way lion/tiger relishes its meal
Let’s understand pani puri consumption. The vendor picks up a poorie, adds the aloo/chick pea and the tangy water and serves it one by one. This transaction between the 2 is again an interesting one. This very act where the vendor offers a puri... one by one is a depiction/demonstration of the underlying need/desire among women who like to be served.
They like to be served and at the same time also like to dictate their preferences specifically. Hence each time a purie is filled with water, it is according to the specific instruction of the woman.(thoda khatta, meetha, tikha etc).Hence something that is customized as well as served to them.
Every woman’s delight.
Now let’s understand this act of eating..Delicately picking up the puri so as to avoid the liquid from spilling...the entire puri is consumed… rather swallowed with minimum fuss. … It’s very feminine. there’s hardly any chewing or even slurping but is consumed in a way that is almost apologetic.
This is because.being at public places, it’s important for females to maintain their poise or risk being labeled and attract the unwarranted male gaze. This consciousness of consumption in the public space is then transferred to the act of eating.
It’s a hypothesis based on plain observation or so I think…
Monday, October 12, 2009
Random thoughts on Serious stuff
I deserve it. Brands give me a certain status .They give me a sense of reassurance and to the fact that u don’t have to think about the quality. And mind U I have earned that.
But is it all so simple and clear?
Consider this …There is no sense of guilt when it comes to downloading pirated software or music but when it comes to buying books on the street then it is about ethics. Rather buy from authorized ones than buying on the street.
To think of it…it’s a mix of badge value and a certain hypocrisy which is there in every one of us. As long as the brands have badge value, it doesn’t matter where they are coming from. Whether it’s the Levis slim fit from a Seconds store or a n Amartya Sen classic from a street vendor, both have badge value and they both tell you a lot about the owner of the same. We set standards for ourselves and strive hard to measure to them. However, its difficult to match the same.
So why the double standard?
There are 2 dimensions to this. One is about taking the moral high ground while the other is a bit complex.
The other flows from a certain philosophy which in ingrained in today’s generation. A generation that has reaped the benefits of the new globalised economy and who on their individual talent/kills have managed to make the most of it. However, at one level, this has also brought in a sense of arrogance and self-righteousness in them. Instead of considering themselves fortunate (In a country where just 25 % of the population can afford to be a PG, Where University fees are 1/10th of their global counter-parts, ) these guys are involved in government bashing complaining the poor infrastructure and the corrupted bureaucracy .Not even once will there be any discussion about elevating poverty, or the right of these people of access to health education etc. These guys are obsessed with the latest technology/fashion and betterment of their lives .Narrow minded self interests (Making Shanghai out of Mumbai) not even considering the fact that 50 %of the city’s population stays in slums and you ‘l need to address their rehabilitations. What is important to them is the showcasing of India to the globall world. Hence the need for Expessways. Big dams like Narmada/Tehri that enable electricity and irrigation. But nobody has the answer as to Who’s development?. What about the displacement of lakhs of ppl along the dams, their rehabilitation. oes neone care? Not even for to bear in mind that general apathy towards other people and a feeling of
The same attitude is reflected in the way people have started reacting to political parties and their agendas. Modi is considered to be the hero when it comes to development and his no nonsense style of working is drawing applauds from his severest opponents. Others have started projecting him the future PM of the country. Forgeting the fact that the same person was indicted by the SC and who is unapologetic about the mass pogrom that was unleashed on the minority community in 2002.
No wonder. This general apathy of the middle class towards others and an attitude that serves their narrow interest
When vendors selling utility items come at your doorstep. They are greeted with Trespassers will be prosecuted. Simultaneously, there is a demand to clear footpaths get rid of these vendors who sell street food and other utility items.
There are a nuisance and intrusion to your daily (private) life. Not even thinking fro a moment that they are providing usl service at our doorstep, one that we need to appreciate rather than crib.
Parallely, likes of Reliance and Tata’s entering thereis a the Retail Revolution primarily providing the same services however in a more organized and better environment.
The entry of these firms will guarantee economies of scale and hence lower prices. Thus ultimately bringing down the cost per item...
Well the larger problem is how do you ensure in a country like ours
Is Consumer as the king the right philosophy ?
Why is this important is because as a source of employment it plays a very imp role. In a country with abysmally low literacy levels, a large % of population is dependent on physical skills whether agricultural labourers or blue collar workers in factories
Consider a few stats…” 26 % of the population is below the poverty line. Manufacturing sector contributes to just 20% of GDP , this workforce is primarily composed of unorganized labor which has very few skill sets. When it comes to health , education and human development we rank below sub-saharan economies>
On the other hand services sector demands certain basic skill sets and only the educated can derive benefit out of it whether is retail malls or BPO's.
Then the moot question again comes to in a country where there is such a huge disparity between the rich and the poor and where 40 %of the population has access to meals only once, what can be done?
The conventional way to go about that is letting the government decide...It is not my problem...I pay the taxes every year and if they are not contributing towards betterment of other people a and are filling their own coffers it is only that much I can do..
So the question them remains that if people are going to buy only branded clothes, what happens to the numerous thelas and vendors who supply fruits and vegetables at your doorstep. Those who have very little or no education but rely on such work like buying in wholesale market and selling to consumers…
What will happen to them post the Reliance fresh and Subhikshas of the world.
The solution is quite simple. No rocket-science, no government intervention, no complicated and convoluted policies but a simple and straightforward way.
But often such solutions are either overlooked or people find it so simplistic, they become
Also it’s more than a solution, it is a philosophy.. a way of life. Also need to understand that ther are ways to life.
However I fell even at the individual level there’s a lot that can be done. The simplest way to-do that is to ensure that the money goes to the bottom of the pyramid. In an economy which is still a developing one and is not a perfect economy as well ethics come in secondary and primary to all this is how can you create employment...
So whether it is buying books at the traffic signal or buying pirated music on the roads. You should go ahead and buy those...because if as a society u cannot guarantee employment to others nor can u provide them opportunity. We as (informed) consumers
Should intervene.
Hence the choice that we make can change all this. We are a 400 million class who are the primary beneficiaries of the 90’s globalization era. We have benefited enormously
Whether it is better products and services or access to education and new employment opportunities. But what keeps us occupied today is world of branded products and the status, imagery associated with that. Also today it is about personal growth and advancement at the cost of other things. Everything is seen through the lense of consumption and hence assigned all that comes with Money. Hedonism rules and there no guilt attached with it.
Considering all these, the task becomes even more daunting.
But is it all so simple and clear?
Consider this …There is no sense of guilt when it comes to downloading pirated software or music but when it comes to buying books on the street then it is about ethics. Rather buy from authorized ones than buying on the street.
To think of it…it’s a mix of badge value and a certain hypocrisy which is there in every one of us. As long as the brands have badge value, it doesn’t matter where they are coming from. Whether it’s the Levis slim fit from a Seconds store or a n Amartya Sen classic from a street vendor, both have badge value and they both tell you a lot about the owner of the same. We set standards for ourselves and strive hard to measure to them. However, its difficult to match the same.
So why the double standard?
There are 2 dimensions to this. One is about taking the moral high ground while the other is a bit complex.
The other flows from a certain philosophy which in ingrained in today’s generation. A generation that has reaped the benefits of the new globalised economy and who on their individual talent/kills have managed to make the most of it. However, at one level, this has also brought in a sense of arrogance and self-righteousness in them. Instead of considering themselves fortunate (In a country where just 25 % of the population can afford to be a PG, Where University fees are 1/10th of their global counter-parts, ) these guys are involved in government bashing complaining the poor infrastructure and the corrupted bureaucracy .Not even once will there be any discussion about elevating poverty, or the right of these people of access to health education etc. These guys are obsessed with the latest technology/fashion and betterment of their lives .Narrow minded self interests (Making Shanghai out of Mumbai) not even considering the fact that 50 %of the city’s population stays in slums and you ‘l need to address their rehabilitations. What is important to them is the showcasing of India to the globall world. Hence the need for Expessways. Big dams like Narmada/Tehri that enable electricity and irrigation. But nobody has the answer as to Who’s development?. What about the displacement of lakhs of ppl along the dams, their rehabilitation. oes neone care? Not even for to bear in mind that general apathy towards other people and a feeling of
The same attitude is reflected in the way people have started reacting to political parties and their agendas. Modi is considered to be the hero when it comes to development and his no nonsense style of working is drawing applauds from his severest opponents. Others have started projecting him the future PM of the country. Forgeting the fact that the same person was indicted by the SC and who is unapologetic about the mass pogrom that was unleashed on the minority community in 2002.
No wonder. This general apathy of the middle class towards others and an attitude that serves their narrow interest
When vendors selling utility items come at your doorstep. They are greeted with Trespassers will be prosecuted. Simultaneously, there is a demand to clear footpaths get rid of these vendors who sell street food and other utility items.
There are a nuisance and intrusion to your daily (private) life. Not even thinking fro a moment that they are providing usl service at our doorstep, one that we need to appreciate rather than crib.
Parallely, likes of Reliance and Tata’s entering thereis a the Retail Revolution primarily providing the same services however in a more organized and better environment.
The entry of these firms will guarantee economies of scale and hence lower prices. Thus ultimately bringing down the cost per item...
Well the larger problem is how do you ensure in a country like ours
Is Consumer as the king the right philosophy ?
Why is this important is because as a source of employment it plays a very imp role. In a country with abysmally low literacy levels, a large % of population is dependent on physical skills whether agricultural labourers or blue collar workers in factories
Consider a few stats…” 26 % of the population is below the poverty line. Manufacturing sector contributes to just 20% of GDP , this workforce is primarily composed of unorganized labor which has very few skill sets. When it comes to health , education and human development we rank below sub-saharan economies>
On the other hand services sector demands certain basic skill sets and only the educated can derive benefit out of it whether is retail malls or BPO's.
Then the moot question again comes to in a country where there is such a huge disparity between the rich and the poor and where 40 %of the population has access to meals only once, what can be done?
The conventional way to go about that is letting the government decide...It is not my problem...I pay the taxes every year and if they are not contributing towards betterment of other people a and are filling their own coffers it is only that much I can do..
So the question them remains that if people are going to buy only branded clothes, what happens to the numerous thelas and vendors who supply fruits and vegetables at your doorstep. Those who have very little or no education but rely on such work like buying in wholesale market and selling to consumers…
What will happen to them post the Reliance fresh and Subhikshas of the world.
The solution is quite simple. No rocket-science, no government intervention, no complicated and convoluted policies but a simple and straightforward way.
But often such solutions are either overlooked or people find it so simplistic, they become
Also it’s more than a solution, it is a philosophy.. a way of life. Also need to understand that ther are ways to life.
However I fell even at the individual level there’s a lot that can be done. The simplest way to-do that is to ensure that the money goes to the bottom of the pyramid. In an economy which is still a developing one and is not a perfect economy as well ethics come in secondary and primary to all this is how can you create employment...
So whether it is buying books at the traffic signal or buying pirated music on the roads. You should go ahead and buy those...because if as a society u cannot guarantee employment to others nor can u provide them opportunity. We as (informed) consumers
Should intervene.
Hence the choice that we make can change all this. We are a 400 million class who are the primary beneficiaries of the 90’s globalization era. We have benefited enormously
Whether it is better products and services or access to education and new employment opportunities. But what keeps us occupied today is world of branded products and the status, imagery associated with that. Also today it is about personal growth and advancement at the cost of other things. Everything is seen through the lense of consumption and hence assigned all that comes with Money. Hedonism rules and there no guilt attached with it.
Considering all these, the task becomes even more daunting.
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