Hiremantra.com is a hiring solution that lies somewhere between job sites and recruitment software. In conversation with co-founder Subodh Vinchurkar.
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Month: November 2011
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Building brand stories
There was a superb post at Misentropy last week on story-telling that opened up new perspectives for me on that art, and science, especially the last few lines on subliminal commands that could set or reset a new memory episode in our minds.
The coincidence in the timing was excellent, because it is related to a subject that has occupied my thoughts for a while now – brand stories in recent times. Notwithstanding recent splurges, a Google or Apple or even an Angry Birds has not really built a brand on advertising. On any given day, there are hundreds if not thousands of websites and blogs which compete among themselves to ensure they get the latest dope on these companies first.
For a while, I thought that this was largely due to the inherent domain association. Of the internet/mobile and therefore covered on the internet/mobile. But that’s not really true – Lady Gaga or Bieber or The Dark Knight Rises (check out Misentropy’s curated fan creations – Batmania) are not tech, they are popular culture, and yet they have all successfully built brand stories (also) using the internet to great effect. Are all music bands or movies operating at that level? Not. The only commonality I could notice was the ‘product is marketing’ (yes, even Bieber or Kim Kardashian actually belong here) credo, by design or not. The product in this case need not (and is usually not) even be the core domain they’re operating in, it’s usually a core differentiator – in Gaga’s case, shock. I have no clue on Bieber, and Kim Kard’s sticks way out of the purview of this blog!
But despite the above, and exceptions, I also wondered whether brands of an earlier era were at a disadvantage because they operated not only in domains that had become commodities, but also operated within frameworks that made their activities templates. Not just from a planning perspective, but from communication platforms as well.
Thanks (also) to my weekly web wrap column, I noticed one interesting example of a brand that could weave its story into my life’s context – apparently by design. For 8 years, the Samsung TV and I have been staring at each other without getting into a relationship. But for the last few weeks, I’ve been scanning websites to check out the release of the Galaxy Nexus phone in India. The only other alternative I have in mind – the Galaxy S2. Samsung has piggybacked on Android to enter my life. However, just as this article states (about Samsung in the context of the Internet of Things), I’d say that Samsung has missed an opportunity in this regard. (though its Samsung Nation gamification based loyalty program looks interesting) The simple test being that I wouldn’t blink before changing my preferences if a different Android maker offered me a better product. But would I try a different OS family? Not a chance. Because, dessert name versions and all, Android is a story for me now.
So, simplistically, I see two gateways to story telling – it’s either the story or the telling. In the first case, the product is so different that it leads the story, and in the second, the product might be a commodity, but the telling is such that it creates a story. Classic examples for the latter are ‘Will it Blend?’ and ‘The Old Spice Man’, episodic thought they might seem. Depending on its domain and competitive landscape, each brand would have to decide its focus and build the relevant skill set. The tools are more than ever before, as always, it’s how they are used. That story hasn’t changed.
until next time, storied brands
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Act of Life
Prithviraj (for those who might not know) is God’s Own Controversy’s Child, though the title has other strong contenders like Kochi Tuskers, and its star Sreesanth, and Ranjini Haridas, the compere who defies comparison. Prithviraj also stars in movies while he’s not busy adding credentials to the title. As you must have noticed from the last line, he’s a person who manages to polarise public opinion. 🙂
Since any further commentary in this direction would have the potential to ignite a troll war, let’s get to the point of the post. Hailing from a family that can’t get more filmi (late father was a popular actor and Kerala’s own angry young man in his era, mother is an actress, brother is an actor and sister-in-law is an actress too), Prithviraj can usually be found within a few metres of the spotlight, if not in it. His interviews are a lot of fun. Reasonably well read, from what I can gather, highly opinionated, and oblivious of tact as a concept (something he himself acknowledges), he either makes intelligent conversation or tries to play footsie with his running mouth. (most recent example) Entertaining either way, and so I make it a point to watch his interviews.
Thanks to our original underworld hero Mahabali almost being forgotten at Onam, and Prithviraj playing an underworld don in his Onam release, all the channels queued up to interview him. As always, they provided lots of fodder for hilarity. But the one on Kairali TV (I think) happened to be an interesting conversation, also thanks to the interviewer. Something that the actor said about working with Mani Ratnam in ‘Ravanan‘ caught my attention.
Apparently, Mani Ratnam manages to identify and understand an actor’s comfort zones within a couple of days. He then proceeds to put them in situations they would find uncomfortable. His reasoning is that he doesn’t want their acting to be affected by their conditioning or them to fall back on the learning from earlier characters they have essayed. I thought that was a really smart way to bring some freshness to even the most veteran of actors. Wonder if Prithviraj gained this insight himself, or the director told him.
But it leads back to a life lesson on conditioning. The routines, the benchmarks, peer pressure and the other daily grind machinations force us back to our conditioning. I know (subjective) from experience how difficult it is to look past the attitudes and responses that smack of conditioning. I have found it difficult to sustain whatever levels of objectivity I might have built up over a period of time. Even when I disrupted a routine, the disruption became a routine. It is as though the equilibrium is always a comfort zone.
What is a measure of the mettle of an actor? Is it the way he manages to make a done-to-death character come alive or is it how he handles a completely new character convincingly? I guess you’d say both. Unfortunately, I don’t think ‘both’ is an option when you apply this measure to how one lives a life. You’d have to choose one role and play it really well, isn’t it? Life is the movie, there are no re-takes, and getting out of the character is a really difficult thing to do.
until next time, roled into one.
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Biryani Pundits
Sometime back, while on a Natural Ice Creams (map) expedition in Koramangala, we found that an iconic Koramangala food spot had gone missing – Sonakshi Sharma’s Family Restaurant. In its place was Biryani Pundits. Though we did visit soon after, missing out on the Biryani among other small things, I decided to wait for an official review in Bangalore Mirror before I published it here.
It’s located in Koramangala 1st Block, near Sichuan. Usually it’s easier to park in Indiranagar and take an auto, but you can try your luck in one of the side lanes. You’ll have to climb a flight of narrow stairs to get to the seating area.
Take a look at the menu on Zomato. If you’re up to it, you can mix and match with the Chettinad, Tandoori, North Indian, and Biryani that’s available. There are also value-for-money priced, ‘legit’ combinations available. As you’ll notice, the menu doesn’t have a starter section, but there are more than enough items in the ‘Fry’ ‘Tandoori’, and ‘Daily Specials’ section that can serve the purpose quite well. In fact, with Quail 65, Prawn Sukka, Crab Soup, Fish Cutlets etc listed among the day’s specials, there was much lip smacking. Unfortunately, none of the items in that section were available, and that left about a dozen ‘Fry’ and a few Tandoori options.
The Chicken 65 was the pick of the starters, boneless, succulent and quite spicy thanks to a chilli paste. The Lamb Liver Liver Fry was just a shade below, and though the masala couldn’t be termed spicy, it had a flavourful zing to it, helped by the green chillies. The Pundits Special Chicken just about passed muster with a masala that seemed to be a ‘ghee roast’ wannabe, but without the ghee or the texture. The Paneer Chilly turned out to be a disappointment and the least spicy, with the Paneer in a guest appearance and corn flour and capsicums hogging the limelight. Though the chicken was tender, the Chicken Tikka Boneless was quite bland, despite peppery attempts.The Chicken Wheat Parotta Koththu is quite famous as a street food and Biryani Pundits does a good job with it, not being stingy with the chicken, and with a slightly spicy and consistent masala featuring ginger garlic, chilli and turmeric flavours. The Lamb version was not so fortunate with the masala, as some portions were too salty. But here too, it needs to be mentioned that there was an ample proportion of meat. One of the drawbacks of an enthusiastic service was that they brought the entire set of dishes at the same time, despite the order having things like appams , Wheat Parottas and Biryani, which really need to be served hot. I expected the egg appam to have an unbroken yolk, but that was not to be. However, it did a good job otherwise, making a good combination with the Lamb Curry , which was the only item that redeemed the main course. The meat was tender and juicy and the gravy, while not overly spicy, had a piquancy about it that made it a favourite. The Chicken Pepper Masala was a also quite a dud, with no sign of the pepper. The Wheat Kerala Parotta obviously lacks the fluffiness of its maida counterpart, but is still a safe bet. The same can’t be said of the Veg Lbabdar, which somehow tasted all wrong. An extremely dominant tangy flavour made the dish quite unpalatable. Much was expected from the Special dosa, priced higher than the egg appam, but it was just a roast dosa, which could barely hold on to its crispiness. But the biggest disappointment was the Pundits Special Chicken Biryani, special because it used kababs, but the masala made only a fleeting appearance. Also mildly irritating was having to ask for the raita and the brinjal chutney that were supposed to be given along with the dish. And when they did appear, it didn’t make much of a difference either. The other disappointing aspect was the non availability of dishes. To feature items like ‘Lamb Head Masala’ and ‘Quail Biryani’ on the menu and not have it is gross injustice, and enough to convert carnivores into cannibals.The menu does not have a dedicated section for desserts either, and our only hope was the ‘traditional sweet’ promised with the biryani. That turned out to be another item we had to ask for, and when it did arrive, the jamun was a tad too sweet and syrupy.
For a restaurant that has Biryani in its name, Biryani Pundits have quite a way to go before their offering delivers some dum. Some of their dishes are quite good, but the unavailability of items doesn’t really help their cause.
Biryani Pundits, No:1018, 1st Main, 80 feet Road, Koramangala. Ph: 8880050001
