No, thats not an opposite, more a reminder of the days in school when we were made to write a spelling or a multiplication table multiple times in a bid to make us memorise it. Can’t remember if it worked, though the Bart Simpson version of imposition during the Simpsons titles works for me 🙂
But we aren’t a sitcom blog, so the blog title refers to the stance taken by a lot of brands as far as positioning goes. While i do not even contest the importance of positioning during the launch of a product, i definitely argue on hanging on to a positioning, especially if it is in the form of a tagline. This is an era in which brands are being forced to re-consider their existence strategy on the face of a changing media and user landscape, and to carry on a love affair with a tagline might be absolute harakiri.
My favourite examples of brands which have reinvented itself consistenctly, and been succesful at it would be Pepsi and MTV. Pepsi was cool when they made iconic lines like ‘Yehi hain right choice baby’, ‘Yeh Dil Maange More’ , ‘Nothing Official about it’, and they’re still cool when they make Shah Rukh an ‘uncle’, even though some people refer to it unfairly as an ad for SRK’s and John’s toilets. MTV was hot when Nonie (sigh) used to be around, and still is er, with Cyrus ;). The difference between the two youth brands is that while pepsi could not change the product, and has to resort to positioning and packaging and other innocations like say, gaming to keep being cool, MTV had the liberty to change content to suit a changing young generation, but both have done a commendable job without hanging on to lines for too long.
Look around, and you’ll see taglines which are redundant, and ones which cause more harm than good. This is a case in point. I wish the energy and time spent on evolving catchy taglines would also be spent on making better products and delivering better service. Rather than trying to impose a certain point of view on the audience’s mind by repeating catch phrases for years, wouldn’t it be much better to deliver a good product/service and communicate it effectively in the right context?
And yes, the reason Bart’s imposition works for me is because he changes it in every episode and still keeps it funny. He evolves.
Cafe Masala is brought to you by the BJN group, and has ‘Aromas of China’ and ‘Vaayu’ for neighbours on the top floor of Eva Mall, Brigade Road.
We made reservations in advance, and i think a wait of about 15 minutes would’ve happened if not for that. We were given a reasonably good table, with comfortable seating, though some poor staff were dealt with sternly by my wife when they tried to pull one of our chairs for an adjoining table. She treats the results of our shopping expeditions with a great deal of adoration, you see, and so, those covers on the floor would be sacrilege.
While the menu does have some continental stuff, a lot of it is meant for the evening snacks category, and not dinner. But we did manage to get some corn soup, which was quite good. And like good mix and matchers, we ordered mutton pepper chops, murgh bhartha, kulcha and butter naan for the main course. The mutton chops gravy was awesome, though not recommended for people with low spice tolerance. The chicken was also good, but for once, was overshadowed by the above. And yes, special mention for the fact that they gave us a Lachcha Paratha instead of the Butter Naan, and when we pointed it out, we were told that this was how Butter Naan was made here, but it could be replaced. We’re yet to figure that out.
You’ll notice from later reviews that we are no novices when it comes to desserts, but this time, we were too stuffed, although the menu listed some decent options. 🙁
The pricing is as per the regular BJN standards, and all the above came upto about Rs.650.
The ambience is pretty good, somewhere between the rgular noisy neighbourhood cafe, but with an effort to make it look more organised. We noticed a lot of large groups there. And yes, there’s even a one-man-band, who plays requests. Heard him play MLTR and Bollywood numbers, so metal guys can consider that a warning.
Overall, it was quite a pleasant experience, and definitely makes it to the ‘please visit again’ list.
Address: No.60, 5th Floor, Eva Mall, Brigade Road, Bangalore
Phone 41113388, 41118477, 41118466, 41118422
It was easy to say ‘love all’, but he’d have to make a choice. The tall, slim, squeaking Serbian brunette, or the taller, slimmer, shrieking,Russian blonde. Both were too good to be co-recipients of his affection. Perhaps he should watch one more tennis match between them before he finally chose between Ana and Maria.
until next time, match makers