Sometimes you look back and realise that the future you had envisioned is where you are right now. I’d written about this a few weeks back.
But when you look back, it’s difficult to ensure that only the positive memories get thrown up. Its a bit like Google Search, my memory- even if there’s some remote link to the search query, the result will be shown. And when it’s my own life I’m searching in and about, it’s difficult to stop at Page 1, though I may have got the result. 🙂
Besides, its only natural (when looking for the future I’d envisioned in the past) that I tend to look at a particular time in my life, when the first professional dreams were getting made – around the time that I finished my PG. The summer of 2002, a scenario, quite similar to what the world is facing now. This was the placement season right after the dotcom bust.
I read a few reports recently on how many companies are refusing to honor the offer letters made to students, or delaying the joining date till everything stabilises. I feel very bad for these kids, there are very few things that could’ve prepared them for this. Everything happened in quite a bit of a hurry. And suddenly the dreams of a secure future, the list of purchases to be made from the first salary, all seem like a sick joke that fate played on them. Its difficult to put into words the frustration, the anger and the sorrow that they’d feel. When their confirmed employer suddenly keeps them waiting, then gives them very mixed signals, when they wake up every day and realise that they have finished their education but are yet to start the next step – employment, when relatives see a prey and sweep in to casually ask what their plans are now, when they have to push an entire day knowing that tomorrow would not be any better, when they agonise at home/college wondering why all this is happening to them, when they see their classmates join organisations whose offer they’d rejected, when they start looking for other options only to realise that in such choppy weather, no one is willing to give them even a straw to clutch at, it can shatter their confidence, and more importantly their faith in the force that holds it all together.
But yes, as the old saying goes, whatever doesn’t kill you will only make you stronger. I should know, since I was one of them for a nerve wracking 2 months. This post is a thank you note to the higher power , and loved ones for pulling me through. This post is also a prayer for those poor souls who will hopefully look back at all this, and will still be able to smile.
until next time, dream
So, after 5 months of work, pepsi has finally come out with its logo. The new logo is supposed to be a ‘quantum leap’ in positioning and defining Pepsi as a cultural leader. The intent, I feel, is right, if we can go by the following words from Frank Cooper, Pepsi’s VP-portfolio brands, “We felt like, as we move out of this traditional mass marketing and mass distribution era into today’s culture, there’s an opportunity to bring humanity back, both in terms of the design but also in the way we engage consumers.” (via Adage)
Its not difficult to imagine the costs involved in such an exercise, for a global brand. The design cost itself is rumoured to be above $1 million. This 11th logo, in a history of 110 years, comes after 6 years. (the last update was in 2002) The announcement campaign is expected to roll out in 2009. Experts have already started commenting about the new logo, we’ll come to that later.
Continuing on the lines of the strategic intent outlined by the Pepsi exec, Pepsi did a ‘DM’ exercise by sending 3 packages to 25 “digital and social media influencers”, in sequence, each package containing cans representing different logo designs. (via Adrants). They’ve also started a ‘Room’ on Friendfeed, called The Pepsi Cooler, where ‘room mates’ have conversations (moderated) about Pepsi. The last time I checked, there were 225 members, and some very interesting conversations. Again, the intent is just fine, and there are some interesting uses being made of Flickr and Wordle. Perhaps Pepsi is going about it right, to have branded water cooler conversations. 😀
Some India specific talk before we get to the logo. India has seen a plethora of logo changes in the past few months- Hutch to Vodafone, Canara Bank, Shopper’s Stop, India Post, Union Bank of India, among others. Out of these, I’d say that Vodafone’s task was the toughest, in terms of ensuring logo changes at the ground level, because of the multitude of vendors. Though i believe that Vodafone did a decent job, i still see Hutch in many places.
That should throw some light on the magnitude of the task ahead for Pepsi. I don’t know how this works in the US, but in India, I’ve seen most Pepsi Coolers (supplied to restaurants, kirana stores) store everything but Pepsi – that incudes competitors like Coke to Nestle Curd!! And that thought made me consider the vast ocean of cultural and experiential differences that lie between the average friendfeed user and the Tier 3 town citizen, in a country like india. It matters, because Pepsi is a global brand!!
To me, the logo is a symbol
Yes, a good logo can do a lot of work for the brand, and create associations in the consumer’s mind, but (say, for an FMCG brand like Pepsi) how much can the cool new logo and the virtual rooms contribute to the experience of the real consumer, especially in India? Till I stopped consuming aerated drinks a couple of years back, I was a Pepsiholic, it had nothing to do with taste, and it had everything to do with the brand and its attitude. But i wonder how much the ‘brand’ matters in the Tier 3 town, where the concept of social networking, is the consumer walking to the ‘cool drinks’ shop, asking for a ‘thanda’ and the shopkeeper knowing which brand he is asking for, from experience.
I really don’t know if the ocean will ever be bridged, and whether the logo or the smart brand work happening digitally will ever make a difference to the vast majority of Indian consumers, many of whom have vaguely heard of the internet. With reference to the stated intent, I am intrigued, how will Pepsi become/create a social object in such a scenario, or will parts of the digital medium always be confined to a corner of the long tail?
until next time, non digital natives
Remember Vicky’s Tawa Lounge? Well, this is on the top floor of the same building. For directions, take a look at the Tawa Lounge post. This one’s been on the radar ever since we visited the Tawa Lounge. We’d reserved in advance, but the crowd was only just right by 8, so you could just walk in too.
The ambience is pleasant, with a very cosy, homely feel to it. Its partially open, so you have a nice breeze blowing in, unless, of course, it rains. The seating is very comfortable, and the entire place has a way of relaxing you.
la terrazza serves continental. The menu, though, is a bit limited, but does offer decent choices for both veg and non vegetarians. We started with a Zucchini and asparagus soup – we also asked for some chicken to be added to it. The soup was thick and delicious, and the garlic bread that was given with it, complemented the flavours beautifully. For the main course, we ordered a Fish with sundried tomato, served with basil rice, and a mixed grill, that’s chicken, beef steak, lamb, sausage, bacon, pineapple, and a fried egg. The fish was quite creamy, and seemed to have a hint of coconut. The mixed grill was made well, though it did border on blandness. You can choose to have french fries or mashed potato to go with it, I chose the latter. Turned out to be a good choice, because the peppery flavour of the mashed potato helped the dish.
All of the above cost us just above Rs.700. The mineral water contributed Rs.30 this time 🙂
There are also some pizza options available, which looked good, at least from a distance. ( two tables away, to be precise 😉 ) There are desserts too, with at least two good chocolate options, but perhaps some other time.
Vicky’s la terrazza, #99, 2nd floor, 5th cross, 6th Block, Koramangala Ph: 41751635/36