Month: January 2014

  • The Collected Stories: Paul Theroux

    Paul Theroux

    For a while now, I’ve been stuck inside my cocoon of Indian writing and travelogues, except for occasional forays. My biggest peeve was that I couldn’t identify with international fiction. And Paul Theroux, with this book, just laughed. 🙂
    The book has 5 parts, the last 2 with an obvious connection, but the remaining stories spans geographies, contexts and webs that humans create with their emotions and relationships. The first three have troubled marriages, stagnant relationships, death, deception, love and separation, set everywhere from Russia to Africa to Asia. Some of them poignant, and some of them seemingly mundane. There’s even a story that seems to be set in the future – Warm Dogs, quite chilling, actually. My favourite from all these sections is ‘Algebra’, a wonderfully simplistic study in human relationships. The characters are people who I could easily identify with, not just because of the ways in which they have been etched, but also the excellent prose that made me ‘feel’ the settings they were in. Places and events are so well described that it’s easy to imagine the foreign locales that one has never seen. There are subtle twists, ones which require you to pay attention – ones that ‘reward’ you for it. 🙂
    The next two sections are based on the postings of a fictional Foreign Service office, first in Ayer Hitam, a boondocks in Malaysia and then in London. The characters overlap in stories, even as new ones are brought to the fore and stories written about them. The Ayer Hitam section felt like a mashup of English August and Malgudi Days, if you can somehow imagine that. 🙂 Over stories, the characters become familiar to you, and it’s almost as though you were there in the offices, the bungalows and houses and at the parties – a fly on the wall.
    London, though more ‘civilised’, and full of potential, paled a bit in comparison (for me) to the earlier section. However, the office politics and the constant realignment of relationships (including the narrator’s own) kept me engaged right till the very end. In a way, the first and last stories are about coming full circle.
    I like an author’s story collections, because it gives me a feel of the author – the breadth and depth, and I’m immensely happy to have discovered one, whom I feel will be a favourite. Someone who reminded me that in the end, a good story is essentially all about the human condition. The book goes straight into my favourites. 🙂

  • A long way away from home

    ‘The Global Soul’ is not my favourite Pico Iyer book (though he is a favourite anyway) mostly because I couldn’t connect to three out of its six chapters. I picked up the book because, in addition to it being a Pico book, it was about a subject that has fascinated me for a while now – the concept of ‘home’. This, in a multicultural world whose corporate citizens are rapidly making sure that ‘Everywhere is made up of everywhere else..’ I remember writing about this almost three years ago, in the context of another travel book and my visit to what I still consider home – Cochin. It was evoked by the presence of the same brands that I might see in a mall in Bangalore, the disappearance of familiar landmarks, and the residents referring to new landmarks that I really didn’t know of. It is perhaps unfair to expect that even as I changed, the idea of home would remain a constant. Maybe I will get used to that in a while too.

    I had wondered whether, in our pursuit of convenience and familiarity, we might end up creating a homogeneous world. Now I wonder if we might be one of the last generations to live in a truly heterogeneous world, as, in addition to the corporate imperialism, culture also becomes the most exported and imported product, courtesy technological advances – real and virtual. Home is, as the t-shirt goes, where the wifi connects automatically, and I’d be able to recreate it anywhere, with all the props made available to me.

    Every year, around this time, there is usually a home visit, and I would be chronicling it, this year there isn’t. Our regular visit targets are missing in action, and going there doesn’t make sense. I wonder if this is how it begins, and a couple of decades later, when I’m traveling, a bout of homesickness would hit me, and I would realise that it wasn’t Cochin I was thinking of. I’ll probably feel sad then, and guilty. But for now, I am closing my eyes, and recreating Cochin in my mind, with no props. I am able to, I can sense the wistfulness as I walk through the streets (without Google) and they haven’t changed. It’s heartening to know that while I have left Cochin, it hasn’t left me.

    picoiyersrilankaimg_0140

    until next time, homegrown can be grown?

  • La Tagliatella

    First published in Bangalore Mirror

    Something about the consonants in the name of the restaurant reminded me of The Godfather – turned out to be the Tattaglia family, one of New York’s ‘Five Families’ in the novel. The establishment on 100 feet Road, Indiranagar (map) obviously has no connection, and is actually named after a kind of pasta. Yes, there is valet parking. There is something about the façade and the view of the brightly lit interior from the outside that conveys opulence. This is only enhanced once you step inside – gold and yellow dominate the décor, with red thrown in for good measure, and the chandeliers and the framed pictures only add to the effect, though occasionally it tends towards gaudiness. But just when you begin to think you’re in the protective warmth of a palatial bungalow, the culinary illustrations, the display of cooking instruments, the pricing and the temperature manage to bring you back to the cold reality of a fine dining restaurant. There was a lot of chatter happening on our table – some of it was because of the menu, which had a variety of choices, and it took several rounds of discussions before we could reach a consensus, but most of it was courtesy the intense cold. When we asked for it to be reduced, we were given a central air conditioning story. It did seem that the entire air conditioning was centred on our table! The rain meant that we couldn’t use the alfresco option available.

    The starter options consist of a couple of soups, half a dozen salads, and some antipasti. We skipped the first two and launched into a Focacce liguri and a Mozzarelletta. The flat bread and its toppings turned out to be quite picturesque, but even the collective presence of duck ham, parmigiano cheese and provolone cheese wasn’t enough to take the dish beyond ordinariness. In contrast, the simplistic combination of mozzarella melted with nuts and sweet tomato, though not very appealing to the eye, made a mark on other senses – smell and taste. It was totally melt-in-the-mouth, with the nuts offering a texture counterpoint. The wine list is fairly exhaustive on paper, but that is a common menu, and in Bangalore, they have chosen to serve only wine. They had run out of bottles of the white wines we preferred, so we settled for ‘pints’ of red and white wine, and were left rather unimpressed with both!

    collage1

    The sheer variety of pasta choices is something to pay attention to – from spaghetti and ravioli to Sorrentino and Taglierini, I could count about twenty. Together with the condiments, there are potentially hundreds of combinations! Add to that pizzas and calzones! We began with a Tagliatella pizza – thin crusted and fairly large with pesto, mushrooms, taleggio cheese, turkey bacon and spinach. This is probably shuddh Italian judging by the relative blandness, and despite that consideration, it failed to impress. The Calzone Verde was a lot of hot air as they weren’t really generous with the mozzarella, mushrooms and pesto stuffing. We then tried the Gamberetti di Funghi which turned out to be an excellent dish with well cooked pasta and prawns. On weekdays, they have a ‘1111 for 2’ menu, in which we can choose 3 pastas from 9 options. That turned out to be quite a blessing and we sampled the Spaghetti Bolognese, Sorrentino with Vera Casalinga sauce and the Tagliatelle with Tremenda sauce. The spaghetti nosed ahead, though I thought if the Tagliatelle wasn’t a tad overcooked, it might have won, the cream sauce was quite good. I liked the Sorrentino as well, but the table was evenly divided on the parmigiano-reggiano and Iberian pork dish.

     collage2

    There are plenty of dessert options, but as usual I got unlucky with the exact one I wanted! We tried the Tiramisu, which was phenomenally good and the best dish of the day. The Tutto Cioccolato seemed a little too similar to the standard lava cakes available around. Coppa Fior di Latte al Cioccolat oFuso – Mascarpone ice cream with hot chocolate cream – was also just average.

    collage3

    For about Rs.2700, you could share a drink, a non veg starter, a non veg main course dish and a dessert. (Inclusive of taxes and service charge) La Tagliatella is an international chain and prides itself on the authenticity and freshness of the ingredients used. That probably explains the pricing to an extent, but somehow the experience itself didn’t really justify the bill. So, unless the gap between value and cost is bridged, the bill would make it very easy for a customer to suspect a Godfather like extortion!

    La Tagliatella, 766, Amrest Bunglow, HAL 2nd Stage, 100 feet road, Indiranagar, Ph: 080 60506066/77

  • Brand, Marketing – 2014 and beyond

    These are not really trends or predictions, it’s more a set of drivers and their impact on the domain of brand marketing.

    Technology: Disruption is an abused word, but I think technology is the biggest disruption that marketing has experienced. Yes, it has been so every time a new medium cropped up, but this wave is special. In this largish bucket, I’m dumping everything from the Internet of Things (IoT, which, in addition to really smarter devices and spaces, will also, I hope, give the entire domain of social a reboot) to 3D printing (HP’s entry, scheduled for mid 2014, should push this further in the mainstream journey) to wearable tech/techsessories (Google Glass is the poster boy, though development is happening on various fronts) to Social TV. (a classic example of how social adds itself as a layer to existing media platforms and augments it)  I also add to this the advancements in devices – specifically mobile, which is already forcing marketers to quickly rework their strategy to adapt. The reason I used the word disruption is because by fostering a new kind of phenomenon like say, the collaborative economy, and getting ready to challenge traditional manufacturing, technology is going beyond its role as an enabler and changing brand experiences.

    Marketing Technology: While the first point was about technology in a relatively generic sense, this is is about the application of technology and associated tools in the marketing domain. This is everything from marketing automation to web content management to advertising technology and so many, many more things which will probably make a move towards mainstream in 2014. This very popular image would give you a vastness of this domain. With the kind of data that phenomena like IoT and wearable tech will spew out, and the levels of customisation that customers expect, everyone, across domain would have to at least attempt Amazonian levels of efficiency.  Also, increasingly, technology will help us integrate offline with digital. (example)

    We can scream buzzword, but big data exists, and we’re only taking baby steps towards harnessing it. I can already see the first levels of it in social media advertising, where intelligent tools and dashboards allow not just better and real time targeting but also better analytics on everything from planning to attribution, to aid decision making. Extrapolate this to multiple media platforms, devices, delivery channels within each and think of the possibilities. I think the domain will move much faster because of two reasons – one, the fragmentation of marketing channels and the impossibility of managing it with only manpower resources, and two, the marketer’s ROI obsession. To quote Scott Brinker, “software is the new fabric of marketing” I see the ‘big’ in big data moving on two paths simultaneously – qualitatively big that would help in personalisation, and quantitatively big that would help in scaling. (mass customisation for larger audience sets, better targeted)

    Agile Marketing: Yes, we have borrowed it from the software development guys. No, it’s not really new, nor is it surprising because if marketing is getting a technology influx, it is only obvious that software processes might be a good way to approach marketing. Everything that I have written above will ensure that by design or not, marketers will increasingly be forced to adopt this methodology as the days of predictable media platforms draw to a close. In a dynamic business environment, where new platforms are popping up regularly, and even known platforms are changing their rules constantly, the only way to cope, let alone thrive, would be to run various simulations continuously,  iterate and develop incrementally, break silos and communicate effectively, and have flexible frameworks that can be more responsive to the speed of the change cycles.  What I hope to see this year – at least at an early stage – are software/tools that are customised to the requirements of marketing. But irrespective of that, get ready to sprint! (read more)

    Promotainment: Roughly, the phenomenon formerly known as advertising. Thanks to everything above, creativity will need to be channeled differently. In YouTube’s top trends for 2013, three branded videos managed to capture a place for themselves. But this only covers part of the story. Mere entertainment will not be enough to bond with the consumer, for sufficient pull to happen, brands will have to define a purpose (business and beyond) that will resonate with consumers, and treat it differently according to contexts. These contexts could be platforms, locations, topical opportunities and a host of other things, with each experience adding to the perceptions of the consumer. Experiences and ‘content’ need to be created for each of these contexts, and brands need to reboot the way they handle communication. (The Making of a Content Brand) The other key player in this mix is privacy – everything from transience (eg. Snapchat) to the ‘negotiation’ with consumers on what information they share to get what benefit. Customisation as per contexts and audiences and yet cohesive within the larger purpose framework. Not an easy challenge. (A wonderful take on this, and more from Vyshnavi Doss – Brand Avatars)

    Marketing Organisation: I came across the fascinating Big Shift concept and the three ‘waves‘ – foundation, flow and impact – only recently. The third wave is how organisations respond to the fundamental shifts in knowledge and the flow of information that are characteristic of the first two waves. While this is a larger institutional shift, its impact will also felt in the structure of the marketing organisation. Add to this, the transformation required for agile methodologies and a fundamentally different content marketing process, and the existing marketing silos have no choice but to evolve. Technologists, ROI drivers, specialists in different kinds of brand experiences – real time, real (offline) and otherwise, data wizards to analyse the tons of data streaming in, CRM folks, creative people and many more will be part of this new structure that realigns the marketing domain to fit the new business landscape dynamics. (a good illustration)

    These subjects, and in my mind, one of its results –  social business – will form the majority of this blog’s content in 2014. We’re at the cusp of an extremely interesting era in brand marketing, thanks to radical shifts in pretty much everything happening around us – what I keep referring to as institutional realignment. Here’s to an exciting year ahead!

    einstein

     until next time, have a wonderful 2014!