Tag: CCD

  • Coffee and brand stories

    One of the best Indian brand stories I have seen in recent times is Chetan Bhagat. He has pretty much nailed the product, price and promotion, and gets better with each release cycle. Place? Bookstores, Twitter, Newspapers…… He has loyalists and haters, online and offline, and most people I know have an opinion on him. I religiously read every book that he brings out, not because I think he is a literary genius, but because he’s a reasonably good storyteller, and like it or not, he has the pulse of the nation’s youth, or at least a significant portion of it. I do avoid his columns because I can’t handle that brand of humour on Monday mornings.

    I read his latest work Revolution 2020, and though it wasn’t quite the ‘Revulsion 2020’ that many made it out to be, I didn’t think it was a great piece of work either. (my review) But that’s not the story here. On page 108, a Cafe Coffee Day wove itself into the story, as the protagonist tells his father, “There is a Cafe Coffee Day opening in Sigra. It is a high-class coffee chain…..” I wouldn’t have thought more about it if I hadn’t remembered a story last year on how Chetan Bhagat had become CCD’s special friend, as part of their rebranding strategy. CCD makes another appearance in Page 116, and then several more later, as it becomes a routine rendezvous.

    Inserting a product into a story is not a new thing. Product placements in movies are now taken for granted. I still remember the time I worked on a project in the early days of this phenomenon – WorldSpace (my employer then) and Lage Raho Munnabhai. But these days they are mostly a force fit and all the brands involved try to one-up each other through their own promos. No one wins.

    But I haven’t seen a product placement in a book yet. To be fair, a few other brands like Frankfinn, Ramada, Taj also make appearances, but CCD gets top billing in Revolution 2020. Ah, billing. Maybe I’m reading too much into it, and it’s the author’s way of making the reader identify a little more with the story. CCDs are now, after all, ubiquitous. But if this is indeed an official tie-up, I think it’s quite a neat job by CCD. In the era of storytelling, when every brand tries to engage their audience via everything from TVCs to social media platforms, getting themselves into a guaranteed bestseller is a coup. CCD has always relied on its own stores than media campaigns for its storytelling, so this fits in. But if it’s indeed an official tie-up, and not a “what’s a few mentions between friends” arrangement, I’d have liked a disclosure from the author. It would’ve done his brand story’s credibility a world of good.

    until next time, a plot can happen over coffee…

  • Early Bird Rewards

    At least two major virtual happenings, one that has massive implications on the future of the web, and the other, slightly more subdued, but not lacking in potential. The latter – Twitter Annotations, announced at Chirp, allowing developers to “add any arbitrary metadata to any tweet in the system.” You can take a look at the various possibilities here, here and here. The former – Facebook’s  Open Graph, unveiled at the f8 conference, and aimed at making itself the centre of everything that happens on the www. A  combination of  plugins, developer tools, new markups which can make the user experience on any site that plays along increasingly personal, social, semantic, from plain hyperlinks to layered information. Already, one small manifestation can  be seen at the bottom of this post – a Facebook ‘Like’ button, which will carry your liking of this post into your activity stream on Facebook. More and more data, not just what you do on FB, but outside as well, across the web. From what I read, smells like Google, perhaps worse, because the flow of information seems possible only through the Facebook conduit. A good round up of implications here.

    When I returned from he break, and read up on these developments, my first thought, which i also tweeted was

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    And that’s the point of the post. During the break, the only network I was hooked on to was Foursquare. One of the things that happened, thanks to long waiting times in the Kolkata airport was that I became mayor of the neat CCD outlet just outside the airport complex.

    CCD has completed the re-branding at this outlet (unlike the one inside the airport) and has done a decent job at establishing ‘conversations’ as the prime focus area, in terms of in-store design. The feedback posters, ‘snippets’ at each table and the ‘quotes’ design on the roof were nice touches. When I got back, I found a CCD account following me on Twitter. Seemed like a more synergistic effort after the earlier snafu.

    It made me think once again about how alert brands need to be in such a dynamic scenario. If CCD were an early adopter, would they have braved the earlier storm better? What if they become active on Foursquare now, experiment with the new services being built on top of it – friendticker, snacksquare etc, still in their nascent stages. Or at least acknowledge their outlets on Foursquare and engaging the users. “@xyz congrats on becoming the mayor of our abc outlet”, and then build on top of that relationship. Won’t that help them gain some crucial evangelists in a new medium? If not evangelists, at least someone who will listen to their side of the story when something nasty happens? Wouldn’t they get a headstart on ‘authority’ by being an early bird?

    Even the era of quick responses being a reasonable expectation seems to be blurring by fast. Perhaps brands are now required to have an advance scout mechanism, to test out new services, features, changes, understand the implications and see whether/how business and objectives needs to be realigned. Page Rank, Social Platforms at consumer and enterprise level, Social CRM, Location based services, tools and platforms keep shifting. Early adoption and balancing objectives with diverse ways and platforms of engagement may become an imperative. Multiple options, two way communication manifestos, its all changing real time. Hold on tight.

    until next time, service level disagreements

  • Sikkim Day 7 – Up & Away

    One more monastery before we left. We bade farewell to Mintokling and left for Enchey monastery, located within the town. It followed the same pattern as the other two we’d visited, the only exception being a lot of sleeping beings we found – a foreigner, a few dogs. The monk in charge was pretty rude when we almost stepped into an area inside the sanctum, we weren’t supposed to. We didn’t bother to point out that they should ideally cordon off that area, since there was no way to put a sign. Buddha really wouldn’t have minded.

    As we reached the limits of Gangtok, I wished I could take a snap of the CCD outlet with arguably the best view among its kind. We left for the 4 hour drive to Bagdogra, and there was a sense of finality as we passed familiar places and checked them off, like a countdown. – Ranipool, Singtham, Rangpo, and then into West Bengal – Malli, Teesta, Rambi, Sivok, and finally Siliguri. We stopped at the newly opened mall for lunch, actually still under construction, but with a restaurant, a multiplex and a few shops operational. We thought we’d try the food court, but the elevator wasn’t working and climbing up 4 floors (still under varying degrees of construction) didn’t really appeal. The loos worked, but were also victims of rigorous testing by the construction workers. Prakash, our driver from the first 2 days, claimed that the legendary Pawan Chamling owned the mall.

    The sudden shift from all the cold mountains to the stifling plains was very depressing, especially as we passed shanties and huge mounds of garbage as we continued from Siliguri to Bagdogra, in typical city traffic, where we shift to cm/hr measurements.

    We’d been sent a message the previous day, asking us to report 2 hours in advance owing to congestion. They were right, the baggage check queue almost went out of the airport. Bagdogra airport was a revelation as far as standards went. International check in times, aside, this was one of those heritage airports, from the time IA/AI planes ruled the Indian skies. Utterly ill equipped, the staff seemed to be always paying homage to that era. Their security checks were indeed pertinent – one visit to this place and you’ll be very tempted to you-know-what-mentioning-which-could-get-me-into-trouble. The railway station ambiance was topped with a bunch of women, exceeding their baggage quota by 216 kgs (!!) and then shifting bags to cabin baggage/ putting them back like veg shopping. We sat waiting, and I got bored enough to check my mail. The place was so crowded that I stored this in my drafts “‘Opening a secure connection. Content cannot be seen by anyone else’ does not include the guy looking over your shoulder.”

    We finally took off, about 20 minutes late. Our plans to make a quick dash to the Howrah Bridge from Kolkata airport were dashed, as the taxi operators weren’t sure of getting us back in time. So we sat in the CCD outside, and drank in the airport sights at dusk, quite an ironical finale to a vacation, as though helping us make the transition to routine.

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    Sikkim proved a decent trip – for me, vacations are in the mind, and a different setting can only help. Despite a few niggles, there’s no reason to follow the advice of one of the drivers ahead of us, on the way from Gurudongmar.

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    The single biggest thing for me was regaining the motivation to continue that book, for whatever it’s worth. But for now, we  seem to have developed a 3M fatigue – momos, mountains, monasteries, so maybe its time for a break from that. Like I told Mo, we were carrying the Leh baggage, and it will always be a difficult gold standard to measure up to. But having said that, there was a coincidence that seemed to me like the Joker character introduction in Batman Begins. The first chapter of the book I was reading was set in Tibet, at the exact same place mentioned in the first bottle of water I got during the journey.

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    Maybe, someday………….. 🙂

    PS. For those interested, we customised a tour with Yak & Yeti

  • A lot can happen over coffee

    Part 2 of last week’s post. Contrary to what the title might suggest, this has nothing to do with Coffee Day. Well, almost.

    I waited outside Fresco’s for the next meeting and this caught my eye. Coffee, destinations and experiences.

    httpv://www.youtube.com/watch?v=oTYh6OSnAIY

    And just as I finish erm, shooting the above, she zooms in and after parking the car, chides me for not responding to her first wave from inside the car, until I point out to her that from where I stood, I could barely make out that its her inside the car. I also tell her that it might be unwise to wave at people of the opposite gender when one’s unsure… I was meeting her after a few months, and was yet again, struck by the precociousness. She’d called me to discuss a website idea of hers. She is all of 22, and has a knack of making me feel ancient, though unwittingly. We agree that the place demands that we concentrate solely on the chocolate desserts, but then we compensate by (me) arguing that the Oreo’s cream in her pastry was just wasting space that should’ve been taken by more chocolate. I pointed out my unadulterated ‘Chocolate Demise’.

    I ask her about her new idea, and out comes the story that its happening thanks to the money made from another business of hers, that’s apparently quite a success. She informs me that the idea for the first business came about from an earlier meeting we’d had. She explained, and when I heard it, I felt like a favourite character of mine – Forrest Gump!! Meanwhile, her book is already with the agent, she tells me its been 5 months, and maybe its time to check out another agent. I tell her that’s a hell of a lot of things to be doing at 22. She finds it worrisome that she might be trying out too many avenues, too many side lanes, which might take her focus off the main road, and i tell her about the number of posts I have written about the paths not taken. After we’re through with our chat, I tell her that I’m very happy for her, the way she’s handling her life, and not to stop.

    I wondered about the stuff I’d been doing when I was 22. One week later, I watch ‘Wake Up Sid’. (I Saw, Puked, in case you like anagrams)  After the movie I tweet,

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    Dil Chahta Hai was released in 2001. I was 23 then, close enough to 22 when one looks back now. Not then, of course.  Business management and beach bumming. There’s no comparison. 🙂

    A thought on WUS vs Lakshya before we move on.  Both are ‘coming of age’ movies, and that’s where the comparison ends, for me. Lakshya had an individual who got himself something to focus on, Sid just becomes relatively more mature. Movies work differently for different people, in fact I identified more with Lakshya than Sid, but to me, the comparison itself is perhaps unfair, because it means equating coming of age to focus. In my book, they are not the same.

    Though WUS did remind me of DCH, it was another comparison that gave me food for thought. Konkona plays someone who’s older than Ranbir, by about 5 years. She comes to Mumbai, focused about what she wants to do. Ranbir is barely trying to figure out what he wants to do. Two different approaches to life.

    I wondered if the age difference explained it, or was it the individual character, or their different circumstances. In many posts, I have explored each of the three separately. I have wondered whether today’s generation has many more choices than I had, and whether that’s the reason why I am constantly thinking about roads not traveled. I have wondered whether people are just made differently, in terms of aggression, risk taking mentality etc. I have wondered about how one’s circumstances, and the people one is surrounded with, influence one’s destiny. I have even wondered  about the combination – whether society has changed and has helped the young of today by giving them freedom to experiment, to make their own responses to choices, and thus made them smarter along the way, and helped them build confidence.

    And then i remember the coffee choices I’d seen as I stood in front of Fresco’s. Choices have always been there, maybe lesser, but there. I could have the coffee on the roadside or inside the CCD. They’re completely different experiences, and any judgment of one being better or worse than the other is simply a matter of perspective, based on time, person, place and so on. It perhaps isn’t even about the journey, its about how  one sees the journey, and what one wants to make out of it. 🙂

    until next time, ennui anyone? 🙂