Month: June 2011

  • Brands and Curation

    Content and the need for brands to get into the space of creating it has been a subject discussed here several times. So, when I read about MTV's tumblr voyage, (via) I thought it would serve as a good handle to revisit the subject.

    I thought the choice was platform was in itself a great step. Tumblr, for now, seems completely clued in on how networks, sharing and community work and as MTV notes, is focused on web culture, which can be seen in the way they have designed the service. It also explains why there's nothing new about everyone from media companies to fashion brands hopping on to it.

    Brands as storytellers is also nothing new though new and interesting stories are hard to come by. That's where a crowd can help. Mostly, when brands say they've tried crowdsourcing, it means asking for a caption or a photo or a video that has something to do with their current campaign. There are exceptions like IdeaStorm, Dewmocracy, My Starbuc

    ks Idea etc but that's a small list in the large set of attempts.

    What I liked about MTV's approach was that it is not asking for anything specific. It is establishing a culture of conversation around its domain and with its trademark edgy approach (F*ck yeah!) – internally and externally, making it comfortable for a community to develop. Once that happens generating interesting stories (content) will slowly stop being a constraint. Brands can then chose to play curator, aiding discovery, surfacing interesting ideas, starting a line of thought, and streamlining conversations. And when it feels there's sufficient excitement, scale these up to a larger audience via other distribution channels. Right now, the reverse is how it works – a “come one, come all and quickly contribute to our newly launched endeavour” shout out on traditional media, instead of an organic approach.

    On a different track, this doesn't mean that if the crowd generates everything the agencies will be defunct. On the contrary, and in addition to the implementation, the agencies are probably best suited to play the role of meta curators, moving beyond one way advertising platforms and processes, and using their understanding of the brand to explore new platforms and communication protocols being developed, so that they can advise the brand on every frontier that comes up.

    until next time, tumble along

    Update: Just read that Tumblr hosts more blogs than WordPress now. (via)

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  • Autonomy.. or not?

    Much as filmmakers love to claim that there’s no formula, sequels happen. And when I see sequels completely spoiling the memory of the original (in this case, the Malayalam movie August 15, whose first edition ‘August 1’ released in 1988 was a scene by scene lift from Forsyth’s awesome “The Day of the Jackal”), I wonder if this approach is just the greed to milk the most out of a franchise or just the lure of a safe template. In the case of movies, it’s probably more the greed.

    But I realise that the latter goes not just for movies, but many decisions in individual lives as well – from where we go for a dine-out to the travel plans we make, and many other preferences that somehow seem to get a life of their own and run on auto pilot after sometime.

    The auto-pilot mode is quite comfortable really, especially if you’re not aware of it. The problem, I think, arises when templates are followed but expectations are not met. That’s when the questioning begins, and ‘awareness’ begins to dawn. Then, unless you allow yourself to fall back, it becomes an itch you can’t scratch away.

    And you see the mask you unwittingly made for yourself slowly slipping, and then begins that terrible phase when you realise that there’s nothing to hold it up and nothing to take its place.

    until next time, mask charades

  • the chocolate room

    This review first appeared in Bangalore Mirror, but since there can never be enough chocolate in the world, it gets posted here too. Over on Facebook, ‘Chocolate’ is listed as one of my religious views. For others like me, the chocolate room would be quite close to the paradise they have dreamt of.

    Getting to paradise isn’t that difficult. It lies between Forum Mall and Dairy Circle, here’s the map. Parking is easy for two wheelers and there’s some space in the basement for the larger species.

    The ambience plays its part quite well. The colours are a mix of dark and white chocolate, and sometimes makes you wonder whether everything is edible as it is in its namesake in “Charlie and the Chocolate Factory.” There are even two tiny Taj Mahals – in dark and white chocolate at the counter. The quotes on the walls exhort you to consume more chocolate and give you quirky reasons to do so. I could also identify with the vision to build a chocolate city. 😀

    The menu has a deluge of chocolate vying for your attention in various avatars. First in the drinkable form – Hot Chocolate, Choctails, Chocshakes and Chillers. There is then some minuscule attention paid to coffee and tea. Just to give you a respite, there are a few ‘regular’ food options – panini, croques, wraps, baguettes, sandwiches, crepes, pastas and salads. Before you can be diverted, the next set of chocolate incarnations appear – preparing you with pancakes and waffles, before knocking you over with chocizzas, ice creams, sundaes and fondues. There are also ‘Shots on the bar’, like Choco Rum. You can take a look at the menu here. (this is a different franchisee, but the menu is standard)

    The Belgian Chilli Chocolate is an adventurous way to start your chocolate journey. The chilli delivers a delayed, but excellent kick. If you want a more sedate start, the Mint Cuddle cup will do the job, and to get right into the scheme of things, begin with a Black Forest chocshake. Among the chillers, the Choco Crunch Mocha chiller will remind you of ‘Coffy Bite’. The Coffee Nirvana did not live up to the promise though.

    The Buttered Mushrooms Croque serves as a good snack despite having an extra helping of cheese. The Open House Chicken Panino, with its tangy flavour was also a favourite, as was the Teriyaki Chicken Wrap. The Basil Chicken Pasta was quite decent too, but the Creamy Paneer and Capsicum crepes didn’t find many takers.

    The Chocolate Sizzler deserves the ‘chocolate, chocolate, chocolate’ description and would’ve been the day’s winner, if it were not for the Chilli Hot Chocolate Pizza. In appearance, this chocizza is quite an unassuming dish, but melted chocolate, chilli flakes, oregano and cheese converged to ensure that all decorum and etiquette were forgotten when it came to the last slice. Chief among the spoilsports was the hyped chocolate fondue which turned out way too mild for our liking. The Chocolate y Churros, (also known as Spanish Doughnut) might have worked in isolation but was completely lost in the chocolate avalanche.

    Though they seemed a little surprised that we were ordering non-chocolate items too, they were quite prompt in delivery, and except for the crepes that turned up less than lukewarm, all was well. The handwritten smiley Thank You on each bill is a nice touch. With loads of chocolate, reasonably good service and a fine ambiance, this place is a must visit if you consider yourself even remotely a chocoholic. If you’re not, this is probably the place which will deliver the chocasm that converts you.

    The Chocolate Room, No: 8,9, ‘Glassics’ Building, near Forum Mall, Krishna Nagar Industrial Layout, Hosur Road, Bangalore – 560029 Ph: 9243000422

  • Social’s Next Frontier – $ocial Commerce

    1970 words is long even by my copious post standards, and that is the size of my article on afaqs, on social commerce. That, and a fortnight trip to Kerala meant that I was too lazy to write up something new here. I have shared the article on all the networks, but in case you haven't read it yet, now is a good time. Click right here.

    Apparently, there is another reason to click it too, go

    ing by the response to this tweet 🙂

    But since the face isn't much to look at, I'm hoping you'll focus on the article 🙂

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  • Sight, Insight

    One Saturday, when we were getting out of Forum Mall, we noticed a trio fumbling around the entrance barrier ropes. Turned out they were blind and had no idea how to get out. With two loud events happening there, I guess their requests for help might not have been heard. We managed to get them out and in less than a minute, I learned how hard it must be for them to navigate- from steps to people in a rush, everything was a potential obstruction/hazard.

    When we left them, I felt guilty, wondering how they’d reach their home/next destinations, and how I’d let my plans for the evening take precedence over the help I could’ve done them. I was also quite frustrated at the seeming injustice of it all. It didn’t help that I like perfect systems, which have a reason for being the way they are. D said that in the volunteering work she does, they are advised not to bond beyond a certain point with the people they work with. Apparently, when they get attached, it becomes difficult for both parties.

    The next week, for the third time, this book “The Tibetan Book of Living and Dying” resisted my advances. It’s not the first one, nor is it going to be the last that just stayed on the shelf and mocked my attempts to establish some contact. But it definitely had been around the longest so far.

    The signature says we bought it on a Gandhi Jayanti day in 2004. This time I got to about a third of it before I was completely fatigued. Perhaps it’s do with my inability to read multiple books simultaneously or the lure of the unread ones staring at me from the bookshelf, but I just couldn’t go on. It did give me a few interesting insights on life, death, transience etc, before we parted ways. In case it isn’t obvious, I quite hate not finishing books.

    Letting go of things is never easy, though the difficulty varies as per the ‘thing’ under consideration. And yet, we do manage to let go. Sometimes by choice and sometimes slowly moving on without even realising (like the death of someone dear). But it doesn’t come easy as a practice – it either takes an iron will or is an unconscious act. The middle path slips from the grasp easily, such is the wiring of the mind. Perhaps, when I finish the book, I will understand how, and will be able to let go of books, blind people and a fancy dinner with the same ease and understanding.

    until next time, in the dark..