Year: 2009

  • Rambowed

    I started reading a Pico Iyer book a few days back “Video night in Kathmandu”. I was hooked on from the first page because he started off with an icon from my childhood – Rambo 🙂 Pico Iyer writes about how in the mid 80s Rambo took over Asia – China, Indonesia, Burma, Thailand, India lording over cinemas, inspiring local versions and becoming what the author calls (then) America’s single biggest export, and the most powerful force in Asia that autumn.

    I could identify totally with this. I still remember the trips to Guruvayur, the famous temple town in Kerala. No, I haven’t totally lost it. You see, the rest of the family went to Guruvayur with spirituality in mind, but for me, it was mostly materialistic, the kind of simple joy that a typical 7 year old finds in staying in a hotel for a few days, having ‘non home’ food three times a day, and most importantly, after convincing everyone on how intact his spiritual outlook is, manages to charm his way into getting himself a few toys. The strange thing was, the toy shops that abounded around the temple had some excellent collection of superhero stickers, labels for notebooks and various knick knacks that I could never find in Cochin. So I always made it a point to devote a lot of time to checking out the stuff on display before I made a purchase.

    [Aside: I also remember buying my first and only guitar there – a plastic contraption with Rishi Kapoor and Karz on the packaging]

    And that’s how I found a toy set that enthralled me for (I think) at least a year. It was a Rambo kit! And in the days that followed, several citizens of a certain university campus in Cochin claimed to see a creature that suddenly sprang out of the bushes and from behind the acacia trees, dressed in (what were formerly decent) t shirts and trousers, with dark green crayon marks on them, similar to the ones on the face, with a cloth around his head and carrying plastic bows, and arrows that stuck to conducive walls using vacuum, and with a plastic gun and a sheathed plastic knife inserted into the trouser loops. The outdoor covert operations lasted only a few days, since, after scaring an old woman, the creature was captured, hauled (bawling) to his mom’s presence and subjected to severe interrogation, and mild physical punishment which resulted in more bawling, and confiscation of weapons. The weapons were returned the next day, but the theatre of overt operations was restricted to indoors. More than a couple of decades later, these memories came storming back when I read the book, and as though the cosmos was conspiring, I got to know that Rambo (Part 4) was premiering that night on television.

    But though he had conquered enemies in Vietnam and Afghanistan, Rambo was yet to face an Asian force, that having been born in the late 70s, would prove a formidable opponent to the aged warrior – D, no, not the one with the shades and company, but my wife. Yes, you could  argue that she has shady company too, but I shall ignore that for now. And that was how Rambo lost his first battle, as D refused to  even entertain the thought of watching the movie, and an agitated fan helplessly watched Cloverfield on another channel. D had drawn first blood!! Maybe I should practice my bawling.

    until next time, marital laws!!

  • Social Media – beyond strategy

    Unilever CMO Simon Clift, at Ad Age’s Digital Conference, spoke about the increasing role of social media in brand management, and said that the internet allows consumers to hijack conversations inspite of the huge money spent on advertising. From Unilever’s experience with Dove also comes the understanding that its not just the communicated parts of a brand that comes under scrutiny, but also the corporate’s entire set of credos – sweatshops, impact on environment are a few things he mentioned. Unilever has prominent corporate signatures in its advertising in UK. He also spoke about the increasing penetration of mobiles, of “marketing program with social benefits”, and a product centric approach.

    In essence, it reiterates the decline of one way communication, consumer participation, of brands being ‘deeper’ than the marketing that is done for them. But it was good to hear it from a leading FMCG corporate. The most interesting part of the article for me, however, was this, from the author of the post

    Social media is not a strategy. You need to understand it, and you’ll need to deploy it as a tactic. But remember that the social graph just makes it even more important that you have a good product. Put another way: The volume and quality of your earned media will be directly proportional to the impact and quality of your product and ideas.

    I think that nails it. All this while I was considering social media as strategy. Now I think its more than that – its something that will make the organisation really focus on what they’re delivering to their consumers, how they are doing it – not just from a delivery platform/operations pov, but also from how socially and environmentally conscious and responsible they have been. In Mr.Clift’s words “enlightened self interest”. The ways and means of communication – brand advertising, promotions, PR etc, will follow much later.

    Meanwhile, the Marketing Pilgrim asks an interesting question – does social media really have the pulse of the people? It cites the Johnson & Johnson Motrin ads that had raised the hackles of mom bloggers a while ago, and caused them to remove the ad. Apparently a research was done later that threw up some interesting stats – 90% of women had never seen the ad, and when they did see it, 45% liked it. It also speaks of the Skittles – Twitter experiment, and a research in which only 6% of 300 people sampled had heard about it. Those on Twitter would’ve heard about both these, but the Pilgrim asks whether these voices resemble those outside at all, and how much of influence do they have outside.

    I, for one, still think social media is a good microcosm of the real world. It does give varied perspectives, and the key is in evaluating the perspectives, digging further where required, and deciding on a course of action that fits larger objectives, and not knee jerk reactions. Wonder if there would have been different results if J&J and Skittles had attempted to carry the community along in their efforts.

    But the bigger opportunity, I have always felt is that it allows brands to experiment with segmentation. On one hand, the net allows extremely targeted communication to a core segment, and on the other hand, cheaper distribution allows the brand to also communicate with different segments of the long tail of consumers. It means that brands can play different roles according to the consumer’s interests, and varying with the context, by tweaking its communication, even while sticking to its core objectives. There are new monitoring tools being developed that will aid of this.

    Most importantly, it allows brands to find evangelists in each segment and work with them to improve and communicate. Consumers who find a product interesting and appealing will communicate it on their own, adding their perspective and giving a human touch of ‘interestingness’. I’m increasingly seeing posts about marketing ideas that have differed from the norm – Penguin India’s ‘Blog a Penguin India Classic’, which I wouldn’t know about if Karthik didn’t mention it on Twitter or his blog (though I do think they could’ve done it better by using social reading lists like Visual Bookshelf – on Facebook as an app too, Shelfari etc to reach Penguin readers – can easily find that through book titles), product placement ideas for Nestle evolving from the “Mad Men” on Twitter. Cisco’s comic book experiments via Chris Brogan’s post (Webex in Marvel Comics), and Kara Swisher on All Things Digital ( The Realm, an entire comic series). All appealed to me as a marketer, and one as a bibliophile too. Social media is not one thing – the channels vary in audience, kinds of interaction etc – Facebook, Twitter, You Tube all allow new ideas ( I thought Volvo’s Twitter stream inside a YouTube banner ad was very interesting) and fresh engagement rules, and ways to break advertising and brand communication stereotypes.

    I wonder about the role of strategy in a social media landscape where many things are still unfamiliar. The standards, processes and even objectives are in most cases, hazy, and evolution is happening on a regular basis. In such a scenario, perhaps organisations should first take a long look at themselves and their customers – current and potential, and start by setting goals that go beyond social media.

    until next time, lab time

    Bonus Reads: Social Media tools popular among marketers (via Digital Inspiration)

  • Laa Jawaab

    A recent addition to Indiranagar’s North Indian dine out options, this restaurant is on CMH Road – the non metro side. 🙂 When coming from the Koramangala direction – on 100 ft Road, take a right turn at the CMH Road- 100 ft Road junction, you’ll find the restaurant on the right, opposite ICICI bank, just before Fabindia. Valet parking is available for 4 wheelers and there’s a 2 wheeler parking right across the road.

    The restaurant is on the first floor, describes itself as ‘swaad ka khazana’, and has two sections, one has a regular restaurant seating, and the other is more of a lounge section. (though they don’t seem to have a liquor license yet) We’d reserved in advance, but found it wasn’t required, especially if you land up before 8. There are a couple of nice 2-seat options, which give you a view of CMH Road. The ambience is otherwise pretty ordinary, with piped instrumental hindi music. The menu is shaped like a pankha (fan) and offers standard Delhi/North Indian cuisine.

    There were only the regular shorba options, but quite a few starter options (veg and non veg – including 2-3 sea food options), so we ordered a starter – Gilawati Kabab, which was described as “a unique mouth watering lamb kabab with the distinct flavours of Lucknow”. I liked the way it was served – on a tiny paratha, but the taste was skewed towards one flavor – nutmeg, says D. That took away from what would otherwise have been quite a good dish.

    For the main course, we ordered a Paneer Lababdar – “cottage cheese simmered in an onion and tomato gravy”, and a Murgh Methi Malai – “chunks of chicken with fenugreek and cream”, and to go along with that, an onion kulcha, a khaas amritsari kulcha and later, a plain naan. There was an interesting fish dish, (in addition to a couple of regular gravy options) with spinach and mint, but we decided to play safe. The paneer dish was quite ordinary, though spicy, and seemed quite lumpy to me, maybe because I was expecting a uniformly thick gravy. The chicken dish has a creamy white gravy, and an excellent one at that. This one I recommend. The portions are quite large and easily sufficient for two people. Both the kulchas were well done, the Amritsari kulcha is slightly spicy and has a stuffing (potato/onion). The dessert options were the regular suspects, except one – Paan Ice Cream, which I would’ve tried if I wasn’t so stuffed.All of the above cost us just over Rs.850, so its a bit on the expensive side.

    In essence, nothing extraordinary, but if you’re around Indiranagar, and are in the mood for North Indian food, you could check it out.

    Laa Jawaab, #516, 1st Floor, opp ICICI bank, CMH Road, Indiranagar. Ph: 42173232/42183232. [i can’t understand people who communicate their website url just to show a parked domain

  • Driven to it..

    The driver ahead, talking on the mobile,  was disrupting traffic…irritating him. And then he saw the sticker. At the junction, he knocked on the window and said “Thanks for the warning sticker, ma’am, but your responsibility doesn’t end there. You should also realize that the baby on board is too immature to drive you around”

    until next time, hit and run

  • Google noose?

    The A.P. will work with portals and other partners who legally license our content and will seek legal and legislative remedies against those who don’t. We can no longer stand by and watch others walk off with our work under misguided legal theories.”

    That’s what Associated Press Chairman William Dean Singleton said, in what is obviously a salvo against news aggregating services like Google. The ‘misguided legal theories’ here refer to the ‘fair use’  legal doctrine that news aggregators and search services have been using to use snippets of articles. AP’s concern is that many of these services have been making revenues out of packaging these stories. Also, while AP does have deals with Google and several other engines for some of their content, apparently search throws up material not covered by these agreements.

    Interesting to note that AP had sued MoreOver (Verisign) for snippeting and linking to its news, and Google had signed a deal with AP 2 weeks prior to that. That case was settled, though I have not yet been able to get details. AP now has plans to launch own news site – a “new search pages that point users to the latest and most authoritative sources of breaking news”.  It suggests a system to track content – one that would create, in effect, “fingerprints” of content that could track usage and links. Journalism Online is another entity that wants to help newspapers and magazines charge for their content online.You can read the interview with Steven Brill, who has started it with two others, here.

    Google’s contention is that they’re directing a lot of traffic to the news sites, and any newspaper that doesn’t want to be part of Google News can do just that. Scott Karp says at Publishing 2.0, Google has played to its strength and wrested control of the distribution of news. Interesting comments too. Google allowed users to find content that they wanted, and became the start page when people wanted to find something on the web. That’s something media companies still aren’t doing right, and in between, Google managed to push in the ads, and make a few dollars. Erick Schonfeld, at TechCrunch has an interesting take on this – he points out that (in the US) Google News is behind Yahoo News as well as the sites of the NYT, and Google is actually exposing news, and helping other sites make money too. He argues that while Google does play a part in getting traffic to sites, ultimately it is the content that gets readers and sets the price. Jackie Hai explains how the “The AP syndication model works in an economy of information scarcity, whereas the web represents an economy of abundance.” I recently read about Google Web Elements, which allows Google products to be added to any website. That includes Google News and takes distribution to a whole new level.

    Though the AP issue is mostly an American one, there are similar sentiments being echoed in Europe too. According to NYT, Belgian Danish and British newspapers want Google to reach agreements with them before using their content. Though each country will have its own dynamics as far as news distribution and maturity of media platform goes, these cases are sure to set precedents.

    The media landscape is changing. Its not just that old media is changing rules to figure out revenue models. Its about an airline becoming a content ‘publisher‘, individuals becoming advertising mediums, services like TwitterGrep popping up to utilise the instancy of Twitter… and so on. As Jackie Hai mentioned in his article, the participatory web has blurred the lines between content producer, distributor and consumer. We play all three at different times.

    The measures that newspapers have or are making to earn revenues on the web seem to be insufficient. That includes online advertising, micro payments etc. I increasingly feel that a repair might not be enough. Perhaps a complete overhaul is the ask. The fingerprinting does spark a thought about the role of individual journalists, and the importance they should have in the new system. The web is increasingly becoming a relationship based medium where personal equity and trust are currencies. Perhaps the corporate newspaper needs to be replaced with a more human and humane network, perhaps it should create a core competency on the web in specific news sections – these could be geography based, maybe there is an opportunity for an aggregator in the challenges of hyperlocal news.  Perhaps it can even be category or genre based. Traditional concepts, but built with a social web perspective. Perhaps they should build a legion of citizen reporters who are paid according to the quality of their contributions . After all there is always a need for quality driven and trustworthy news and analysis. The need remains, but the readers’ wants of delivery platform, timing etc have changed.

    The recent (and sometimes) drastic measures taken by Indian newspapers shows that its not as impervious as it was considered. That gives more reason to prepare for a changing landscape. To start figuring out consumption patterns ,  multimedia possibilities, cost implications, distribution dynamics and revenue streams on digital platforms. Maybe they’re all waiting for PTI to fight Google, or is it Yahoo Buzz 😐

    until next time, a new sprint