Now, I may be jumping the gun like an absolute novice consumer of a cream that promised to make one fair and lovely. Remember, that cream brand claims, seven out of 10 women have used it.
I think we have a fair idea as to what prompted the use of such a product?
What was the promise the consumer was buying in?
And what was the inherent societal pressure and preferences pushing them to buy and use something so ineffective, that should have been restricted under the Magical Remedies act.
Name Change Is Nothing.
The company said that they are changing the name.
They are dropping the word FAIR from the name.
Now, what’s in the name?
Nothing.
A rose will smell the same even if you call it Rafflesia.
So, it could have been better if the company was to stop manufacturing and selling the concoction formula that currently sells promising fairness.
Not that they will keep manufacturing it and maybe sell it under another name.
This, to me, is the difference between being ethical and only business-minded.
It also tells me how shallow the brand tweak can be.
The market will know of the name change.
The sales team itself will share and propagate that information.
Maybe there will be a campaign claiming credit for the change and informing the consumers through earned, paid and owned media about the classical change.
And the consumers will then know of the name change.
If the consumer knows that the old fairness cream is now sold as XYZ, say GLOWING CONFIDENCE or Skin Colour Enhancer. They will continue to buy it for the purpose that the company says it wants to stop calling it or selling it.
How comfortable is the situation!
The Problem Is Not The Product Or The Brand.
The demand for fairness is what has resulted in such products being successful in the market. The mere stopping of these products or the matrimonial site not asking for the skin colour filter (but keep showing the pictures) is not going to solve the underlying problem, biases and issues. However, the step could be in the right direction, fuelling or initiating the change.
The would-be mother-in-law will still be asking for gori daughter-in-law. Everyone continuing to place higher weightage to fairness in spite of claiming they are colour blind, the guys still not chasing the differently-coloured. Moviegoers wanting to fall in love with the non-fair heroine. The problem is much deep-rooted.
I Wish For Disruptive Changes.
How I wish, I did not doubt that the companies getting out of this fair business in a very demanding BLM scenario are opportunistic than purpose-driven.
How I wish that these products promising skin colour change are placed under the magical remedies act.
How I wish that the spa and saloon treating people for skin colour enhancement or whitish/white/fair skin are banned like gender determination sonography.
Biases Will Take Time To Get Erased.
Social expectations and norms are like a continent shift. They are deep-rooted and take generations to change. But every millimetre counts. I do think we are in the right direction but need to do a lot more than just changing the name.
Meanwhile, I don’t think that most of us will stop giving weightage to skin colour as a factor in overall beauty. Or that will not be more interactive and responsive to the skin colour.
A rose will remain a rose by whatever name you call it. And if you have doubt here is Vir Das with his sensitive humour on Fair and Lovely.
A SMALL QUESTION.
I also have a question. It is simple and addressed to the ad agencies.
Why did the agencies did not tell the company to take a walk? Tell that they will not promote a skin differentiator product that keeps enhancing wrong ideas?
Why were they always working towards finding ways to circumvent the existing policies and norms and still sell the idea of FAIRNESS OF SKIN being the success formula.
Why did so many celebrities endorse such products? The list of celebrities endorsing Fairness creams and products is long and then there are many who refused endorsing fairness products. Is it fair to assume that they found no issue with it and were fully aware of the advantages of being fair.
LEGAL SUPPORT MISSING.
On the other side, agencies are like law firms. And hence, they would do everything legally and within legal boundaries to promote and sell whatever is legally allowed. So, in addition to societal pressure, there is a need for some legal remedies against such products.
Sanjeev Kotnala is a senior business and marketing strategist and educator. His views here are personal
Dreams are part of life, but not many have lucid dreams or the power to script dreams. Many do not remember their dreams. However, during stressed times like coronavirus crisis, having intense vivid dreams and remembering them is not new.
It is already dark. My family is approaching Maharashtra-Madhya Pradesh border near Dhule. I can police contingent lined standing against the barrier. Their jeep has a mounted searchlight that catches our vehicle in full focus and stops. A tall policeman approaches our car. He has a revolver on his hand, and he asks us to step out. We are not supposed to cross the inter-state border during this unlock1.0 or something like that he says. We show him a medical certificate from the doctor. Nothing impresses him. We will now be placed in-home quarantine. However, our pet, Milo Kotnala, cannot join us. The Government will take care of him. I protest. Milo is at a distance, unaware of the developments. The policeman levels his revolver and aims at Milo.
I wake up with a start. I am sweating. I look at my mobile; it is 4 O’clock. I realise it was only a dream and then it strikes me, early morning dreams come true.
I know, it was a classic nightmare. However, it is unlike coronavirus pandemic dreams that many people are having every night. My vivid dream was purely triggered not only because of lack of clarity about unlock 1.0 but also because of our plan to leave Mumbai for some time.
We were to begin our journey in the next hour and we still did not know what was allowed and what was not. We, a literate and socially aware family, was confused and unsure if we will be allowed to enter Madhya Pradesh or will have to turn back.
We had information from far too many sources. It came from an industrialist friend at Indore, from an ex-editor of a large newspaper group. WhatsApp, Twitter, Instagram, chats, internet. Some friends had friends and relatives crossing the border in last few days. They shared their own encouraging stories loaded with if, but, paruntu, lekin, and maybe. They all were painting a vague picture in my mind.
We know the government has succeeded in many fronts and have failed in some critical areas.
We see pictures that will define the memory of the pandemic. The small kid at the railway platform, trying to wake up his already dead mother. The images of home returning workers walking long distances. People are lining up for food, unsure what life holds for them. There are serpentine queues at groceries stores. The police force is hitting people who dare to step out during lockdown. The corona Warriors being chased and mobbed. People pouring onto the streets during the PM famed call for Ghanti Bajao and Diya Jaloa. They are all worrisome.
We travel 590 km driving non-stop for nine-hours. Mumbai and Indore seem so much near. It is a drive-through wonderfully maintained roads, a smooth crossing of toll barriers with Fastag and hardly much traffic. Throughout the drive, we saw sights that unsettle you and question future possibilities.
People are out on the streets. The weekly market is in full flow, business is as usual, and that is good and bad. Loaded into small trucks are jam-packed people comfortable with each other. They are walking together, having tea at the stall, selling and buying fruit and vegetables. Nothing has changed, and it seems nothing will change. Most of the people we saw, let me try putting a number to it, more than 80 per cent of them were not wearing any mask, and it seems unaware of the concept and need of social distancing.
What could be causing this lack of discipline and disrespect for government instruction? Are they not worried of the consequences? Is it the result of utter Hopelessness? Don’t they know or do they believe none can help them. ? Or, is it because they believe Covid-19 will not harm them? Maybe for them, it is merely a big city problem.
You can fight an invisible virus by breaking the chain. What you can’t fight is ill-literacy, mindset coupled with lack of transparent and simplified communication reaching everyone. Not everyone knows. However, everyone is surrounded by information sources that can only distort the picture.
During this period of coronavirus crisis, the government should have imposed and dictated compulsory information bulletin across all mass media to relay and share updates, clarifying positions. Maybe then the whole system could have been on the same page. The Governments across the nation failed to be responsible and to the citizens across the country. In fact instructions have been more complicated and confusing.
It should not surprise us. Our is a country where 98% of people believe God has saved them. About 1.4% believe precautions like sanitising, social distancing, masking and staying at home. Merely 0.6% give credit to Covid warriors like medical fraternity and police. The above is from a research report in WhatsApp. It may be a satire and may not be a fake, but I think it is not off-target. In this nation many believe in the power of collective praying. In such a situation, the opening of religious places at this stage is highly questionable.
During our drive, we saw no police anywhere on the 590 km of highway. No one questioned me. Nowhere I was asked for special permission and the famed e-pass. I am still unsure, what is right and what is wrong.
We took precautions. Before leaving, we law-abiding citizen got the family checked at a well-known clinic. We were certified not to be suffering from any cough-cold or fever. We sanitised our car, wore mask and decided to travel nonstop. So we travelled in our safe bubble from one state to another.
In MP, at the society gate, our temperature was checked, and the car was sanitised.
Now, look at the absurdity. The guards were sanitising only vehicles coming from other states. The cars with MP number plates were allowed to cross the gate without any check. It can only happen when they believe that the virus will not attach itself to cars from Madhya Pradesh.
Lockdown was necessary. It was like the Chakravyuh. Everyone was in a hurry to implement but not ready with a plan to come out of it. No one fully understood the space and spectrum of its impact. No one knows much about it, We are slowly tackling it as and when we become aware of the implications and situation.
Glaring errors and difference of opinion are acceptable, but why this lack of transparent clear guidelines shared in a language that common man understand and not what is meant for the bureaucratic files, that people have to interpret them.
The unconscious mind meanwhile is busy triggering dreams. They have their foundation in emotions, experiences and expectations. They are psychological bursts, and in anxiety-driven situations become nightmares. The subconscious mind is trying to bridge the gap in an uncertain environment of unaware people. It is sometimes purely based on the difference between expectation and experiences. So, we are hearing of higher incidence of parasomnia (multiple time sleep breaking ) and increased dream recall.
There are nightmares. And then there are reaction to the unknown and uncertain during waking hours. They will be the real drivers of consumer reaction to any offerings in the market. Smaller towns and villages may not show any slack unless cases are reported from nearby areas. But, most of us are like the deer stuck in a headlight. Loaded with inertia. Confused between essentials- needs, wants and desires.
It may sound totally out of context, but for the economy to hit recovery in urban areas, we must tackle, the ambiguously triggered vivid nightmare and the open-eyed dreams loaded with uncertainties. The consumer must gain some degree of certainty about the family and life per se. Some brands have tried priming the market so that the consumer is able to trust the information, be aware of the reality and have confidence on their actions and choices. It is important that the uncertainty is reduced through proactive transparent information sharing.
The art of lucid dreaming and scripting the dreams can help people to overcome coronavirus pandemic dreams. However, to correct the market demand and supply, we need more of concrete actions. Otherwise, till then Zindagi Jhandwa phir bhi Gamadawa.
Advertising is a way to enhance Brand value. As a result, brands expect growth and higher revenue. Every era has a different approach that seems to work with the generations. Brand Purpose appears to the current favourite and brands are opportunistically flirting with it.
A brand in its strategic madness must leverage topical opportunities. However, I think Gillette is diluting its image associating with a confusing brand purpose if any. What is the brand purpose? It is about being a secular product or an anti-racism advocate that avoids discrimination basis races and colour. Do you buy that for Gillette?~
I have grown with Gillette selling me the golden dream of the masculine clean-shaven man. It created that image for my idol. The one every woman is fascinated with. At least that’s what the brand been telling me for long.
I was young, the razor had just two blades. The 5pm shadow could be the difference between success and failure. Shaving an almost non-existent stubble was a ritual before any evening outing.
Gillette had you by the balls and ruled the mind space.
The times must have changed. It seems shaving is no longer about sharp, smooth, silky feel.
System1
Every week I get System1 newsletter. It is a marketing outcomes agency. System1 picks up ‘the spot of the week’ by measuring emotion at scale and predicting the business impact of brands, communications and ideas.
System1 says, ‘The more people feel, the more people buy. Emotional advertising leads to long-term brand growth’.
You cannot fault this thinking.
Mostly I agree with their analysis and find it absolutely bang-on. Just to say that our thinking matches. At times, System1 outlook does not pass my filters or fit the pattern of my thinking. I then talk about it.
Gillette- Made Of What Matters.
Last week, the System1 spot of the week was Gillettte; ‘MADE OF WHAT MATTERS’.
Gillette advertisement stars British footballer Raheem Sterling. He plays for Manchester City.
The advertisement was launched around the world in February 2020. It was about helping kids who’d become disengaged from education.
However, it was not released in the US. Possibly the Gillette team thought that an unknown British soccer football player may not work in the US, where the game itself is of niche interest. Later, when Black Life Matter and racism wave hit the US, the spot was released. Now it takes a different cue.
https://youtu.be/GnaChQh5Slo
It Is About Brand Purpose Or Opportunity.
The spot seems an answer to a topical opportunity. There is a seamless repositioning of existing creative. ‘Made of What Matters’ celebrates the idols in the game and outside it. The sports code of goodness, positivity and passion gets reflected in actions and life to push. Black lives matter. Made up of what matters.
The protest around police violence in the US gives the communication a good head-start. However, the brand response if much delayed and deliberated. Forget the brand purpose. The TVC was available for release much earlier.
It seems that learning from other brands like Pepsi (the Kendall Jenner ad), Gillette did not want to rush in. It waited to understand and evaluate the sympathy curve. When it became clear that the protest is triggering strong emotions across the nation. That the skin colour is not segmenting the protesters and that there is little chance of alienating a segment. It qualified as the window of intervention.
Questions.
Is Gillette opportunistic? In India, Gillette has recently been all about acts than ads. Does this imagery conflict? Or it does not matter. After all, it is about a silly sharpened plate of metal cutting beard.
So what is the Gillette Brand Purpose?
I am confused. The brand keeps shifting the dialogue to successfully leverage topical causes; obvious, insightful, created or opportunistic. Will someone on Gillette stand up and tell us what is the brand purpose.
Not The First Time For Gillette
There was a lot of talk when Gillette asked men to be their best during #MeToo era. In communication, Is this what the best can get. Gillette asked men to measure their impact and try evaluating what they do. Much against a ‘boys will be boys’ attribute. It was wonderfully opportunistic. Remember the mother brand P&G. The economic power of women forced the brand to align with the dominant social statement. Oh, for a brand that is best for shaving.
Branding and purpose branding is risky, and when you keep shifting the post, it is totally risky. Will, the brand Gillette, keep finding a new topical purpose to remain salient and fight growing competition or will it find a real purpose.
In India, the brand tried discriminating between men who shaved or not. A clean-shaven man or with stubble. It keeps raising questions. Do women like a man with stubble? Is three-blade better than two?
Gillette in India also presented the real-life story of Lt Col M K Sinha SM (Retd) and his father in an attempt to define the way for a new understanding of manliness and strength. Something that the next generation of men could aspire to. Was that the brand purpose? If yes, there is nothing wrong with it. However, somewhere we are lost in articulation or focus. Now, what is Gillette all about? As a customer, I am just seeking consistency
P&G: Mother Brand with a Sharper Focus
On the other side, the mother company P&G has been on the track of undifferentiated living, equality and anti-racism. It made sense. Look at the #WeSeeEQUAL.
P&G says ‘A gender-equal world is a better world for all. Through our actions and the conversations that we spark, we aspire to build a better world for all of us — inside and outside of P&G — free from gender bias and with equal representation and an equal voice for women and men. A world where everyone sees equal’.(YouTube)
https://youtu.be/g6E4pfAzUCE
In other communication, P&G directly attacks racism with ‘The Talk- My Black is Beautiful’. It addresses racism frankly and direct, something that opportunistic razor brand has failed in trying to create a space for itself to embrace progressive causes. Oh yes, the Gillette brand purpose is to embrace progressive causes that give them topical momentum.
“My Black is Beautiful” campaign focuses on the lessons black American parents have to pass on to their children. Lessons about language, presentation and beauty to help them survive in a majority-white society. The goal is to remind black Americans, they are valuable, worthwhile and capable of success despite obstacles. To encourage other audiences to think more deeply about biases they might hold themselves. (YouTube)
OLD MEMORIES OF Gillette.
When the first time I shaved, I needed a razor, and I wanted Gillette. At that time, people used the standard razer with the Topaz, Bharat, Swords, or Wilkinson type of blades.
Gillette was power. Gillette was the mark. It had the rich history of more than a century of the woman falling for clean smooth-shaven men, full of confidence. Removing the 5PM light sky coloured shadows was an essential ritual before stepping out.
Gillette has helped men to be their best in a totally different context. Now it wants to guide the next generation by telling them what it means to be made of what matters. Here is the link from Gillette to understand what women want.
Gillette always remained faithful to women appreciation. So much that the brand promoted a crazy act of ‘Women Against Lazy Stubble. It sounded adventurously sexy and perfect fit. Then what?
What am I a mere consumer wanting a clean, perfect shave make out of this slithery purpose shifting opportunistic moves of the brand?
The Brand Purpose.
The cause the brand promotes must be genuine and part of the brand/organisation culture and DNA. Reflected internally and externally. Relevant to the business, consumer-first than society. No functional brand can exist with the sole purpose of creating a better world. It is a commercial entity. It is not about being opportunistic and amplifying whichever purpose is relevant at that stage. Maybe the new generation values something they may miss in their life, a purpose. As Santosh Desai says, ‘You start with a purpose, you have it, or you don’t. You don’t source the market and latch on what is good for the time’.
…………………………………………………………….
This article was written before the excellent debate on June 20 2020 titled ‘Brand Purpose; Responsible or opportunistic’ under the banner Vice&Versa and presented by the Advertising Club. Santosh Desai spoke about how Brand Purpose is nothing but opportunistic and Josy Paul talked about how it is the core. The session was moderated by Agnello Dias. The article was edited to add the Santosh Desai quote and recraft a few parts.
Cadbury from Mondelez India defines chocolate in India. There are other brands like Amul, Ferro Rocher, Nestle, Hershey, Mars available in the country, but it’s Cadbury which has the highest TOMA ( Top Of Mind Awareness). It has slowly moved from primarily a taste-based reason and celebration, to a new symbol of romance.
Cadbury Romance
Romance and sharing are chocolate category cues. ‘How Far Will You Go For Love’ campaign launched with Valentine’s Day 2020 can be seen as an attempt to dominate or strongly associate romance with its products. As ever before the brands films remain very simple and always leave you with a smile. There is something Khas ( special) with the brand films. The subtle communication is beautifully crafted and leave you with happiness for being part of some ones expression of love. You want to the person on the screen, loving or being loved.
This simplicity and directness of a very focused incident being visually rendered for you has always been the case with Cadbury. Even if the setting was a hospital bed, conference room or even a stage.
The Cadbury Chocolates Umbrella film recently released is consistent with the brand imagery and a treat to watch. There could not have been a simpler storyline rendered simply. I am also fan of these almost devoid of dialogue communication. Everything is in the eyes, moments, gesture, expression and the smile. Possible because they involve two people in love.
A boy is on the roof of a building and is holding an umbrella. He is moving from one roof to another so that he can provide shade to his ladylove walking on the pavement below. Wow.
The choice of cast and the expressions and just brilliant. The indulgence with chocolate is a well-entrenched part of the story. You just want to the girl on that pavement or the guy on the roof. And, you know how consistent the emotion and its expression are.
It is pure magic in its simplicity and may lead to many more such expressions of love. Here love is demonstrative, conversationalist with active engagement. I am not sure, if the brand should / would /could experiment with slight elderly couple or senior couple, in which the SBI ad ‘hera kya jane tumahri umar’ is a classic.
Cadbury UGC
One can find many user-generated films around Cadbury chocolate on YouTube. Many are part of the contest. Watch Bahubali singing the Cadbury song. Kiss me, close your eyes. And another one dedicated to ever-hungry boyfriend.
Sharing Cadbury Chocolate Expression Of Love
Cadbury chocolate was always about sharing. However, in real-life sharing of Cadbury chocolate was the last thing in mind. You wanted it for yourself. And that is the beauty of pushing sharing. It is all after establishing taste superiority.
Now, will Cadbury Silk succeed in making sharing a definitive symbolic expression of love is something we will have to wait for? Chocolate is anyway big in the romance vocabulary, and the shift needs consistent efforts.
Cadbury Flashback
Whenever one talks of chocolate advertising or Cadbury chocolates in India, the fame ‘Asli Swad Zindagi ka’ cannot be missed. It has been an iconic piece of advertising for many reasons and a foundation that the brand leverages. Here is the film, just for reference.
A classic case of the client getting the creative they deserve. I think we will see many films under ‘How Far Will You Go For Love’ campaign. I hope they are as brilliant and as simple as the umbrella one. Till that time, let me bite onto a new pack of Cadbury Silk, or better still share it with the love of my life, my dear wife. And, if she asks why this sudden unexpected gesture, I can say, ‘Blame it on Cadbury’
I am not an expert as far as depression, suicidal tendencies, mental disorders and emotional imbalance. I think I do not have victims of these conditions around me. I think. I am not sure.
I personally have been near that zone a few times before I started valuing life a lot more. I am not talking about being stressed in professional or personal life.
I am emotionally sensitive to understand a bit. All it requires is sensitivity and willingness to lend help. You don’t need to be an expert to know.
Yes, Birth and death are two fixed coordinates in our lives. One we celebrate and the other we fear. And, there are moments of weakness or strength when one willingly seeks death. It does not happen instantly.
“For reasons we don’t fully understand, some people reach such depths of despair and pain that they begin to believe that they would be better off dead,” said Dr John Campo, the chair of psychiatry and behavioural health at The Ohio State University Wexner Medical Centre.
The current period is no different. In fact there are more possibilities of fleeting suicide thoughts cropping in.
FLEETING SUICIDE THOUGHTS ARE COMMON ENOUGH.
You will be surprised that ‘Fleeting suicidal thoughts and feelings’ are relatively common. People contemplate ending their lives during periods of extreme stress or emotional disbalance, financial, family, professional or personal reasons. However, very few people act on these thoughts. They are transitory and last only for a very short time. The worst part about people dying of Suicide is that it can be prevented.
INDIA SUICIDE WATCH.
As per MINT in 2018, India accounts for over 33% of the world’s annual female suicides and nearly 25% of male suicides. As per Indian National Crime Records Bureau as of 2016, male rates ranged around 14 per 100,000, while female rates decreased from 9 to 7 per 100,000 over the 13 years. UN Health agency report released in 2019 pegged India’s suicide rate at 16.5 suicides per 100,000 people. These are huge figures. Yet, India does not have a strategy and the agency to look after prevention of Suicide.
It IS NOT IMPULSIVE.
There is always a period of contemplation and re-search. The period which decides which way the pendulum could swing. It is the period when any listening and togetherness of near and dear ones could change the future path. Then there is the zone of momentary madness and action. Here too, till the last moment, there is a possibility of disengagement with the thought.
THE PRESSURE BUILDS UP.
It is like the volcano that keeps building up or the tectonic plates that are pressured against each other. Both times to time need a release of the pressure for the calmness to continue. The human body and soul work on the first principle of survival. Seeking death is not a part of SOP. So, the person sends out signals. Unfortunately, because of the taboo surrounding such thoughts, the signs are cryptic and coded. However, the messages are always there. It is different that we misread them or tend to ignore them as an aberration.
EMERGENCY AND TABOO.
Thinking or talking about ending one’s own life should be considered a psychiatric emergency. And people really going through this zone rarely speak in those terms. Most keep their intentions a secret. They know what they are thinking or trying to do is not right, however, to them, life has lost its value or death seems the only alternative worth pursuing. When this happens, think of what torture the person would have gone through.
WARNING SIGNS
Depression, Anxiety, Loss of interest, Irritability, Humiliation/Shame, uncalled for Anger and even Relief or Sudden Improvement in behaviour are strong potential signals for suicidal thoughts. However, Warning signs are not always obvious and vary from person to person.
The signs are always there. Some of the signs are; talking about Suicide, finding out how to end life, getting resources that can help end life, withdrawing from social contact, mood swings, feeling trapped or hopeless, severe remorse and self-criticism, talking about being a burden to others, increasing use of alcohol or drugs, insomnia, Panic attacks, abrupt lifestyle changes, excess philanthropy- giving away belongings or getting affairs in order, meeting people as they won’t be seen again, saying goodbye to people as if they won’t be seen again, being severely anxious or agitated.
Be warned these signs can also be demonstrated by fully committed to life person without suicidal thoughts.
So, be careful before you identify someone suicidal.
PREVENTION
Prevention is the only way out. So, if you or someone feels like this, the best way is to Get Treatment, so that the underlying cause can be treated. Establish a support network. Don’t expect the friends and family to fully understand you. But reach out, so that people who care, know what you are going through. It may be hard to talk about suicidal feelings, and your friends and family may not fully Remember, suicidal feelings are temporary. If you feel life’s not worth living anymore, remember that treatment can help you resync the perspective.
YOU CAN HELP.
If you know of someone with such tendencies, you too can help. Ask them if they are thinking about Suicide. Studies show such question and discussion does not increase the risk. Staying around and removing possible weapons of Suicide can Keep them safe. Most importantly, listen to them and make them trust you. Make them know you are there for them. Encourage them to call a qualified help. Following and being with them till after the crises is over.
Collectively these can, in many ways, reduce the risk.
HELP
Getting help or directing help to the person is important. AASRA runs a 24×7 Helpline ( +91-9820466726) for emotional crisis situations, mental illness issues, and suicidal ideation. Families undergoing trauma after Suicide of a loved one are also welcome to seek their help. They listen, and they care. At AASRA, you can get support from professionally trained and skilled volunteers. Other helpline. Jeevan Aastha Helpline :Toll Free : 1800 233 3330 . WEBSITE : http://www.jeevanaastha.com/ EMAIL : help@jeevanaastha.com. ICALL – 022-25521111 . ( references only and no qualified judgement on their process and support is being made)
Take one step at a time and don’t act impulsively.
Each one of us is has a belief system. It defines our actions and reactions. It is based on our experiences, work culture, observations and expectations. It is fluid in the initial part of life and becomes a bit non-negotiable after some time. In fact, we start selectively searching and seeking examples to further reinforcing our beliefs. We slowly develop these biases and refer to them as mindset filters. As humans, we suffer from selective knowledge that we have anyway interpreted through Generalisation, Distortion and Deletion of experiences and information.
It becomes tough to remain open to new ideas and thinking which are not as per our belief system. So, we keep reminding ourselves to remain open to ideas, try to think outside the box, not to be biased and importantly evaluate the idea, not the person.
I too have my belief system, which I strongly endorse. I know, it is not meant to be perfect, but it has worked for me. I am trying to question this statement which is a part of my belief systems and would love hearing your point of view.
CLIENTS GET THE CREATIVE THEY DESERVE.
How many times we have heard it agency people saying it. Yes, the client gets the creative they deserve. I have been on the agency side, client-side and now am an independent brand and marketing advisor/consultant, and I have reason to believe that clients get the creative they deserve.
Creative is merely not a function of getting the best talent to work on a sharply defined probortunity or the funds available for development and production. It is more about the freedom the agency enjoys, the culture of ownership and innovation at the client ends and the degree of empowerments within the teams.
I don’t know how many from the younger generation consider the Client-Agency relationship to be like a marriage based on shared values and outlooks, and not on the retainer fee. In an idealistic framework of client-agency relationship, it should promote co-existence, mutual benefits, acceptance and adaptability of thoughts. The agency can and should be able to influences the client’s approach to communication. However, people in the industry know the reality. It has only been deteriorating with time.
Agencies were business partners and advisors. They were like a doctor. They were prescriptive and recommendatory in their approach. The agency participated in the strategic discussion. Now, they rarely get treated like business associate and mostly as a vendor. Exceptions to the rule exist…
Here is a classic Mohammed Khan anecdote. In meeting with a large automobile client, Mohammed Khan re-presented the campaign that was rejected in the last meeting. He was convinced that was the campaign client should run. The client pointed out that the campaign was already rejected it. Then Mohammed Khan said: “you know how to make the best cars, and we don’t tell how to make them, you hired us as an agency, because, we are expert in our field and you should not be telling us how to make a campaign”. Those were the days, and those were the agency people. The situation has changed.
Today, agencies act as a tailor. The customer dictates the type and style of the dress. Many agencies now serve creative options on a menu card and expect the client to evaluate and buy.
Yes, few agencies are still trying to do excellent work on their terms. And these are small set-ups.
Yet, clients are not to be blamed completely. It is also about the level of engagement and involvement the agency has the conviction in their work. The confidence to passionately go for what they believe is right. The filed work to really understand the market, competition and the customer.
There is another anecdote, this time from a copywriter who has won many CAG awards. When a client suggested that the ‘,’ in the copy should be changed to ‘.’. The copywriter refused and said, if the campaign goes, it goes with the ‘,’ otherwise I am happy to present a new campaign tomorrow. That ownership is hard to find nowadays.
Another case. In one meeting, the copywriter presented a Golden Sheaffer pen, to the client. This client was known for taking out a ballpoint pen and start marking copy changes on the layouts. While gifting the pen, the copywriter said, we write copy passionately. We evaluate and think of every word there. We think how the syntax should be and how the consumer thinks. And yet, if you have to do the changes and mark ruthlessly on the layout, it will be appreciated if you use a Sheaffer.
THE COUNTER ARGUMENT.
Then there is another counter-argument, best reflected by the quote often attributed to Walter Saldhanha of Chaitra and shared by Ambi Parameswaran. “We will recommend what we think is right. But if the client insists on doing bad ads, we will do them. Simply because, if they are going to waste their money, they might as well, waste it through us.” This does make business sense.
In the late nineties, I remember Denis Joseph reacting to a Lintas campaign that the client has rejected. Dennis said, ‘Don’t be disappointed. He is a mere client and must have his reasons to believe this campaign won’t work. Pity he does not know to advertise. So we will first present what we think is best for the brand. And if the client fails to see the truth, we will do what he thinks should be done, but, still, we will do Okay but not a mediocre job.’.
IT TAKES TIME.
Remember, relationships take time to build up. Confidence and Trust take much longer. Willingness to support each other’s initiative still much longer. And hence, a longer relationship mostly shows polarised results: absolutely brilliant work or run of the millwork.
Many times, change of CMO or the agency trigger a shift in approach and the type of work happening on a brand.
Great or Excellent or even Good work happens when the client and agency’s thinking resonates. When both are in it for a long haul. When innovation and experimentation are accepted and encouraged. When people listen to disruptive ideas. And, when Idea is owned collectively.
HINDU LONG COPY ADS.
I am not really surprised at long copy ads that Hindu has released in recent past. Each of them is brilliantly written. It makes sense for a Newspaper brand to believe in written words and hence be extremely confident of long copy advertisements. However, it needs much more than mere conviction. Hindu has done it consistently and in recent times. It has also taken a tough stance and amplified a not so popular opinion. Here is the one they released on the world environment day.
TCP- THAILAND AD.
The other quoted statement and this time from the client-side, ‘Efficient and effective full-page ad is easy, creativity is when you can do it in 60 ccs’. I know it is loaded and can be debated until the cows come home. But there is some truth in it. There are ideas which need space and more, and there are ideas that cost almost nothing. However, opinion remains divided if creativity gets amplified when there are no constraints or when it is severely constrained.
Here is another example of such creativity. And if one is to believe Wunderman Thompson, Thasorn Boonyanate, ECD in Thailand, cut the film after TCP Group (owner of Red Bull & other beverage brands) cancelled one of his most significant campaigns of the year. Okay, let us for a moment believe even that and that could be true. Then Boonyanate posted the film on his personal Facebook account and trust me it is going to be noticed and do a hell lot for TCP. The film is smooth and engaging, it takes a somewhat different route to present what TCP; the client is doing during the crisis listing many initiatives that are going to make you feel good about the brand TCP. And it then ends with ‘I am upset they quit of our advertising campaign, But what matters more is that they don’t quit on the millions of people they serve, so thank you, thank you.’ ( Thank you Campaign India– I saw this first here)
This may or may not be client supported, but in either situation, it is good to work.
NEARER HOME- FEVICOL
Nearer home, saw the Fevicol communication loaded with simplicity. It reaffirmed that to engage the audience, mega-production budgets is not a requirement. Don’t wait for perfection, just be on time.
If the client and agency are on the same wavelength, they hit the target more often.
I am not sure if this Fevicol film ( Zinda rehna hai aur aagey badna hai) would have been released in pre-COVID days. It may have remained as an in-house scratch production for client presentation. It is raw, and that is the beauty of it. Right now the audience understands and accepts some imperfection, till the idea strikes a chord.
It also reminds of the Fevicol initiative at the start of the COVID crisis. And the two link. It is easy when the brand remains contextual and speaks to leverage its long-standing promise.
TOP OF THE HOUSE- AMUL
It is the classic example of Trust and faith between the two parties, the client and the agency. The client totally trusts the agency, so much so that the client sees the OOH creative with the consumers. The creatives are considered approved. They usually are, not sent for client approval. It is not that such working has not resulted in issues and problems. The timely technical glitch with Twitter is an example. Yet, what we hear from the client a simple statement- Amul Girl will speak her mind!
Did you realise ‘Work-for-home’ is an integral part of the whole adventure called ‘work-from-home! A few consultants, including me, have turned observers during the lockdown. It is our closest contact with real full-life. We have distilled real-life learnings and plan to exploit them in future webinars, workshops, panels and real-time coaching sessions. Who knows, there could be a book too.
BUSINESS IS STILL FLUID.
Lockdown is a continuum in adaptive learning. Brands are redefining their purpose-vision-functionality to be in alignment with the consumer’s needs-wants-desires-aspirations-capabilities in a very fluid market with its own operation and logistic issues.
It’s a minefield out there, and mindful marketing is expected to help. All are talking of adapting to the new normal!
The consumers are bartering for necessities with the most barterable commodity; cash.
What’s so new about it? Nothing. Nothing Has Changed – Nothing Will change.
SOMETIMES EVEN ‘WHY’ NEED TO TAKE A BACK SEAT.
We may find out that ‘Why’ is over-rated against ‘How & What’. Today, brands have to re-earn and re-establish Trust. Here, answering ‘How’ takes precedent. The logic instead of imagery wins. The mission- vision- cause and purpose may not be as important as timely accessibility-availability and affordability of a basic service.
The ‘We-Mindset’ which is celebrated as a realisation of interdependence may just be the mask consumer wears in social situations. However, the ‘I-mindset’ is what defines consumption and purchase- at least for some time.
Just act. Do not waste time trying to connect the dots. The dots will get connected in hindsight.
On the other side, there are some lessons one can draw from this crisis.
THE UNNATURAL UNDERSTANDING OF WORK FROM HOME.
The real understanding of WFH is missing. The reality is different from the jokes, memes and the all-out stand-up comedy act. Don’t be surprised if the birth-rates takes a hit.
There is the sword of survival hanging overhead. Where is the space in the family construct defined by more of constraints than a celebration of freedom?
Lockdown is not a waste. Observant masters have harvested brilliant life-changing management understanding from the confines of 2.5 BHK. They reaffirm; home and family is a corporate set-up. There is a boss, pseudo-democratic processes and ill-defined unsanctioned dictatorship. There you go.
NO ONE IS EXPERT.
Did you try cutting your hair? Were you okay with just trimming them? Or adventurous enough to try doing a style/cut? Most of us realised adventure is not good at every stage. If it is not in your domain- don’t try to act like an expert. Hopefully, we have learnt the value of many activities we took for granted; like the barber and the house-help.
PERFECT PRACTICE WORKS.
Nothing is easy, and practice does not make you perfect. However, Well. With complete focus and dedicated efforts, one can even make the easy Kaju Katli, the complicated Jalebies or the finely balanced Momo’s. Remember, it is the perfect practice that makes for acceptable perfection.
PERFECTION IS A MYTH.
Cooking is easy!. YouTube recipes, instant mixes, pre-packed pastes and mixtures. And then the penny dropped, cooking is not that easy. It should be left to experts. It takes repeated dedicated efforts in deep learning mode before something edible and worthy of appreciation is cooked. Perfection is a myth. It is always work-in-progress. Hence learn to live with imperfection.
CONSISTENCY IS JUST A PROBABILITY.
There is no guarantee of consistency in the next time. It is wise to listen to expert and their instruction. Coaches are best for the situation. Consistency comes from the same quality ingredients and an SOP with tolerance.
FAILURE IS A PART OF LIFE.
Well, no explanation is needed. The best-laid plans are no guarantee of success. You may want biryani, but it can end up anywhere in the spectrum of Pulao to Khichdi. Well, it happens.
Nothing wrong. With every attempt, you learn something new. It is okay if you don’t repeat the mistakes.
Follow PARAM. Pause for a moment, Reflect on what happened, Absorb the learnings and move on. Go ahead and give another attempt to that finicky Gulab Jamun.
SOP EVOLVES WITH TIME.
So, you now know that dusting, cleaning and poocha must follow a particular order. In tea do you boil the milk and add tea leaves or boil the tea leaves and add milk! The onions are deep-fried or golden. Can the white dresses be washed with colour dresses?
They sound simplistic and wired, but the processes matter. Do not apply corporate operational knowledge for a possible higher efficiency. It will be suicidal.
Hopefully, you are a temporary intern in the WFH.
Do not try destabilising the processes that have evolved as a semi culture within the four walls.
X-FACTOR CALLED LUCK EXIST.
One cannot account for luck. The rasogulla burst in ghee and the homemade paneer is so soft. Things happen because they are destined to happen that way. Don’t waste time analysing everything. Don’t seek logic and rational Some things cannot be explained. That is what luck is all about.
PARETO IS EVERYWHERE.
Every meal teaches the need for detailing. 80% is all about preparation. Getting the right ingredients in the right quantity. Reading and understanding the recipe ( SOP) first to avoid mid-way surprises. Master the SOP before experimentation.
FREE IS RISKY.
Oh Zoom in and read the experiences. Meetings were hacked and hijacked. Unwarranted data and visuals flooded the screen. Nothing like it happened in the paid version. Once again telling you there is nothing called free lunch.
PRIORITISING IS AN INTEGRAL PART OF LIFE.
You cannot pay for everything that you need. You can’t attend the Gyan loaded webinars. There is a content overload everywhere. Emails and social media is full of tempting customised invites.
Everything is not meant for you. You are not expected to consume all the content directed at you. You have to kill the temptation to click and register for everything coming your way. Prioritising is the only solution.
PEOPLE WHO MATTER DON’T MIND.
In this period of lockdown, the conversation happened over social media, phone calls and emails. Were you able to correctly read the pitch? Were you not surprised and in some places totally immune to comments? Somewhere you realised; People who matter don’t mind and people who mind, don’t really matter.
CLOSURE NEEDS TO BE COMPLETE.
If you close the meeting and step out the system, it might reconnect and transmit what you may want. So, once you finish something ( including the zoom or namaste meeting), you get out completely. You close the session. The closure is equally crucial in social and personal life.
FAMILY COMES FIRST.
Hopefully, you could find time and space to Re-Search inwards and enjoyed the family togetherness. Despite all the jokes, at the end of the day life’s first and only priority is family. You are responsible and accountable for your happiness much before anyone else’s happiness.
BRAND-I MATTERS.
You are the CEO of ‘I-Incorporated’ and your Brand-I. In an uncertain future, your Brand-i will play an integral and critical role. Remember, in life, in case of equal skill, talent and performance, what carries the day is the stakeholders and management perception. How are you branded matters!
BEING POSITIVELY SELFISH IS GOOD.
Did I confuse you? If you can take care of yourself and your close members. If you remain agile and healthy, then only you will be able to think and work towards societal benefit. Till then, be positively selfish. The change and protection have to start at the smallest unit – an individual.
ARMY STYLE WORKS.
There is only one boss. You should never question the boss though you may suggest and hope the suggestion is bought. Wait for the right window and mood to present suggestions. Instant appreciation works far better.
BEING EXPERT IS NOT ALWAYS HELPFUL.
Always remember never become an expert. Organisations hate to relieve experts of their responsibility. It may sometimes be better to hide expertise. Don’t let the heads at home know how good filter coffee you make or how good pakodas you can make. Otherwise, you know what you will always be making.
The art is in making the team members expert. Give them experience. Delegate the task. And then the team members need for higher responsibility will automatically push you towards a very cushy senior managerial role.
Nothing Changes.
The work or the expectation. The need to work and family-life balance. The protection and the precautions. The working from home. Team efforts. At best, the approaches and the location, the tools and the levers change. However, even with the changes, they remain the same. Nothing has changed. Nothing will change.
YOU NEED A LEARNING ATTITUDE.
If you have a learning attitude and you are observant, your flexibility allows you the chance to adapt to the situation. Then nothing will ever be tough for you.
Be the student in life, it carries lesser risk than being a teacher. In case you did learn something more, do let me know. Maybe, due to my experience and expertise bias on the subject, I may have missed something elementary.
News and notifications on webinars, interview-based talkshows, short courses, streaming discussions and dialogues have been invading my inbox ever since the Lockdowns kicked in. Two of three emails in the inbox are about invitations, registrations, subscriptions or access to an earlier event.
The inbox is like the snake island, full of waiting web-based shows. I, the migratory bird am resting on it, during my onwards journey, unaware of what the show will present. I have watched many shows live, some recorded and few I have closed after a few minutes as they failed to engage me.
One is bound to make errors in choosing events, shows, webinars and courses to attend. Stop blaming the system and the people managing these events. Remember, it is you who is responsible for the experience.
The organisers are merely pursuing the organisational strategies of lead generation, image correction or information sharing. You decide to attend them based on your biased understanding of the calibre, capability, capacity and expectations from these events. This understanding itself is a result of your perceptions. Sometimes, it is okay to be emotionally lead. Mistakes happen. After all, the reality is adulterated with perceptions.
No, I am not fully holding you responsible. The trap of topic-person-platform fit is a big bait. So it is natural to register. Making the wrong choice is a crime. However, when you don’t learn and end up attending yet another disappointing event, the fault lies with you.
In the last two weeks, I watched three branded web shows. All presented by well-known persons in advertising and marketing.
Friday’s Live with Raj Nayak.
The inaugural edition had this delightful conversation with Jill Majeski. A free-flowing conversation with Anil Kapoor was next. I loved it. There was simplicity and openness that I enjoyed. If you have not watched, do find time to view it. Next was Poonam Mahajan. Poonam is not the candidate I would want as a guest. And then last week we had Faye D’Souza, a brilliant journalist and activist. It is different that I refused to watch it as I do not like her style of journalism. However, I watched it on YouTube. Somewhere I realised, I am watching, Friday’s Live purely based on my expectations from Raj Nayak. It was the wrong thing to do.
A talk show is like clapping, it resonated when partners are on the same frequency. Raj brings a positive feel to everything. He is digging for learnings. However, the audience on the ringside wants to see every side of the personality. Failures and setbacks make the character seem more humane and likeable. Goodness alone will not have enough buyers.
Bollywood Talkies with Outlook.
Bollywood Talkies, is a show where Bollywood biggies are in discussion with Mitrajeet Bhattacharya. The title sets the tone and defined coordinates. The first talk with Neeraj Pandey was phenomenal. Mitrajeet raised right set of logically flowing open-ended questions. The conversation allowed Neeraj to sketch the story in his own style.
Kabir Khan was the next guest. Expectations were high. Everyone waiting for his upcoming film – ’83’. The show was okay. And then last week my current favourite Taapsee Pannu was the guest.
Now, I was watching because of the guest, and it did not matter who the host was. The show kept me engaged. Keep the good thing going!
Streaming with Sonal Dabral.
This one totally sucked me in. Streaming with Sonal Dabral. For me, it was a semi-professional class. There was innovation/solution finding, passion and detail in work discussed. Professionally and personally, it was worth my time. The guest and host were absolutely comfortable in their shared space. The discussion smooth and straight. No pressure of time. It was like having someone for a cup of tea. The guest had complete freedom in term of time and space. The presenter only waited like a pinball player, keeping the ball in play without interfering with the narration. It was a terrific two episodes, and then I missed the next episode. Think I will be back watching the next one.
All three talkshows have been promising. They do overlap in terms of content and audience, and that is something the host have to look at. The guest list and sequencing will impact the success of these brands.
I will preferably prioritise Sonal Dabral over Mitrajit Bhattachary and Raj Nayak in that order. I know I will lose interest when the show starts being restrictive in style and probe. Remember I am trading my time with content. This is my current choice and is completely biased by the guest the show has.
Well, I will listen to anyone talking with Javad Akhtar, Naseeruddin Shah, Rajkumar Rao, Sunny Leone, KK Menon, Kangana Ranaut, Deepika Padukone, Mahesh Bhat and Aayushman Khurana. I have another list across creative fields and in politics maybe one or two.
We all know the biases our choices, past experience and future expectations. They must exist for us to be human. But, still, if we have a terrible experience in webinars, we must evaluate our choices and decision-making processes.
Sanjeev Kotnala is a senior business strategist and educator. He writes weekly for MxMIndia. Sometimes, like this week, even more. His views here are personal
We have moved from a free-flowing consumption-led lifestyle to constrained isolation demanding life. The rules are changing. And they must change. There is a new normal that we must adapt to. In this situation, how immature of me to suggest that ‘Nothing Has Changed. Nothing Will Change’.
Do I sincerely believe it? Is this another illusion of my mind? Am I really immune to the changes happening around me? Or am I going to hide behind the often-used, ‘Change is the only constant’ statement?
It is safe to say, ‘Everything has changed, but nothing has really changed’. I go a step further to say, ‘Nothing will ever change for a person with a differential mindset, who can re-focus, re-tune re-sync in the re-world’.
Nothing Has changed.
It is this simple. Nothing has changed. You were born, and you will die one day. The two extreme ends of your journey called life have not changed. You were always worried about the only truth of your life; death. On the other side, you kept working on everything else in life, which were just a probabilistic and never a certainty.
You will struggle, you will see success and you will see failure. You will have gains and you will lose time to time. Your will put your best efforts and work passionately on things you believe. Nothing has changed. The scale and size of the task may be different, but it is still a challenge. Nothing has changed.
We Are Wired Wrongly.
Unfortunately, most of us are wired wrongly. We see, hear and react to the bad news first. Negative thoughts and constraints flood the mind first. With too many negative thoughts, our assumption about the situation starts to re-calibrates itself. The heart and soul filled with fear and anxiety. We not only search but find defeatist logic for everything. We fail to recognise solutions, however obvious. And, in such a situation, our risk appetite is killed. We fail to imagine success. All we see are the barriers. Nothing has changed.
Recalibrate Responses.
We have to be on guard against such negative feelings. We need to be sharpening our attitude and check our approach to life, both personal and professional at every stage. We cannot be led by sudden impulsive decisions. Nothing has changed.
A short term directive does not ask us to be blind to a long term vision.
It is time for the whole ecosystem to be recalibrated. Expectations, ambitions and aspirations may need to be re-scaled, but they don’t have to die.
The targets in business and life may be stretched and seemingly impossible, but they can’t be wished away.
The competition may be a lot tougher, but we can’t just ignore them.
The demand for product and services may be drastically tapering off, and job insecurity may be on the rise, but we can’t stop living.
There Is A New Key.
Living is all about improvement and purpose-led efforts. ‘Work from office’ and ‘work from home’, are no different, only the base station are changed. The principles remain the same. Innovative, resourceful solutions and thinking are still required. Nothing has changed.
Procrastination still hinders decision-making. The stakeholders meet across screens. Presentation and proposals still need to build-up curiosity to genuinely engage and involve the stakeholders. We keep learning new things. Nothing has changed.
The business lead generation and closure still take time. Cash flow remains critical and credit unavailable. Margins keep getting squeezed and competition ruthless and unethical. The creative agency continues not-in-sync with the purpose and the media choices that confusing and unlimitedly. Nothing has changed.
We need a new key because the locks are not the same. And the lock is a lock because the key exists. Otherwise, it will just be a paperweight or a scrap piece of metal. We always have alternatives.
Change The Filter Through With We See The World.
The situation is not exactly what you wished for. But, then this could not be the first time. However, you always invested in understanding the market situation and find a relevant, viable, appropriate, effective and efficient solution. You still need to do the same. Nothing has changed.
The consumer out there is still looking for recognisable product and services satisfying needs, wants and desires. Maybe few of the parameters are tweaked. Perhaps the importance of health, hygiene, and trust are rising. Probably most of the customers now want no-frill services. Maybe the bonds between family, friends and immediate are getting redefined. The inter-dependence and intra-dependence are finding a new un-spelt meeting point. Nothing has changed.
The product and services launches are happening without the strobes lighting and dancers. Brands are realising the uselessness of singing and drama in their communication. The film-makers revising their approach. Product designer looking at functional superiority. And, the researcher and consultants busy redefining the emerging segment.
No one is saying, ‘All is Well’, but there is a confidence that things are manageable. The collective confidence suggests that unified wisdom will find solutions. Nothing has changed.
We have more unanswered questions than before.
We are confused and hesitant to take decisions.
We commit to a direction that we believe is right.
We fight for our causes, and we want the credit but do not want to share the blame.
Nothing has changed.
We stand at a crossroad of possibilities and expectations.
We are ultimately nothing but a result of our expectations, experiences, and decisions. We are the net result and more than physical reality, perception of capabilities, intent and expectation. Nothing has changed.
What happens now is no more destiny. It never was.
It is a projection of our capabilities and confidence. And a measure of the nurtured potential, not the potential. Nothing has changed.
In this scenario,Brand-I makes a difference. Now, Brand-i is more critical. Perceptions continue to define reality. We will have to act, come-out gun blazing, in a world that only welcomes warriors and survivors. Nothing has changed.
Nothing has changed. Hence, you must not change.
Remain positive. See the opportunities where others see problems. Leverage the situation without exploiting the long-term stakeholders in the ecosystem. Willingly contribute to collective safety and security. Believe in whatever power and source of inspiration you do. Find the time to balance and fulfil your family and societal responsibilities. Do not do anything unethical, that you will regret later.
That is precisely what we have been doing or aiming to do. Nothing has changed.
Re-Alignment Is A Constant Process.
All you need is re-alignment and re-tweaking of expectations and approach to the new coordinates and constraints defining the economy. Re-evaluate options and re-scrutinise decisions. We always did that. What is new in this? Nothing ever changed.
Nothing has changed now. Nothing will change in future.
We will always live within covertly and overtly defined constraints. It is for us to decide if we will allow these constraints to define us. We found solutions in a rapidly changing world. A world is always full of problem and opportunities. We chose the opportunities and gave it our best effort. We failed, but that did not break our resolve. We experimented, and we lost hopes many times, but we did not abort the mission.
This situation demands no different. So why would we not succeed?
Lockdown or no-lockdown, we will continue understanding the newly defined situations and find newer strategies to cope with and adapt to the new realities.
Do whatever it takes to survive and excel. Man is created by his belief. As the person believes, he becomes what he is. And for that the person must re-search and not necessarily research.
Keep learning. Keep re-celebrating, re-aligning, re-syncing and re-mapping our resources and efforts. Like we have been doing in the past.
Nothing has changed, nothing will change.
Remember the GITA lesson: Whatever happened, was good, what’s happening, it’s going well, whatever will happen, will also be good. You need not have any regrets for the past. Do not worry for the future. Live in Present.
Immunity is a great business. In a coronavirus-led world of anxiety and fear, expect immunity predators to demonstrate the highs and lows in marketing. How the consumer reacts to their offerings depends upon how their reality is adulterated with perceptions.
We can’t lead a quarantined life forever. At some stage, lockdown will be reclamped, relaxed or completely lifted. Though the last normal is left behind and the new is yet to take shape. Pressed for productive economic activities, we will step out of our bubbles and cautiously interact.
We all know that the fittest will survive. The situation demands high Immunity levels, and that is the only way out. Immunity is not the barrier against infection, it is the force available to fight the virus infection. Each one of us wants to be loaded with it.
Covid-19 Redefined World
We are entering a redefined world. We need to realign, refocus on every part of life. With or without the vaccine, containment or herd Immunity, individual will have to invest in immunity build-up as a defensive measure.
Health, hygiene and insurance brands and services will do well in the caution, precaution and sanitisation fuelled world. There is no doubt that the demand for fortified food and beverages will be on the up. And in that case, some brands and product with unqualified promises will also move in.
Not sure if Starbucks has plans for a Golden-Coffee and McDonald’s for Ginger-Nuggets. However, we will see a wave of immunity solutions addressing the anxiety loaded audience with tea, milk and other food variants. The audience is primed for such offerings and services. It is natural for everyone to be interested in anything that promises protection against the virus.
Too much Confusion about Self-immunity Boosters
The consumers will experiment with self-immunity boost-up. If you scan the world for it, you will find that one should increase the intake of oxidants, enhance vitamin C, B, D and E levels, and keep our gut healthy. We are informed of the possibilities with the wonderful world of superfoods
There is a long list of possible warriors. Almonds, Amla, Apple, Basil leaves, Berries, Black pepper, Broccoli, Cabbage, Cardamom, Carrots, Chia seeds, Cinnamon, Clove, Coconut oil ( organic), Flax seeds, Garlic, Ginger, Green Tea, Lime, Moringa, Mulethi, Neem, Onions, Oranges, Pumpkins, Saffron, Spinach, Spirulina, Turmeric, Walnut, Yoghurt etc.
The whole narrative in the web is layered with high sounding words like Anti-inflammatory, Antimicrobial, Antiviral, Ascorbic acid, Oxidants, Beta carotene, Good bacteria source, Omega 3, Hydrating agent etc.
The articles and available public domain wisdom advice to Eat properly, Exercise regularly Sleep well and Keep Stress Away & Stay positive. Avoid, better still stop smoking/vaping/e-cigarettes, non-essential travels and alcoholic drinks. Now if you do that anyway, you will be healthy. However, it is no guarantee against the virus.
It is enough to confuse anyone. There is too much to read, understand, decide and to follow. However, there is no time for experimentation. Hence, when trusted brands claim and assure us of building Immunity, we take the easy way out, we blindly believe them. Moreover, some brands rightly reading the situation lead us with false promises.
Our immunity towards advertising and such information is low. We believe what the brands tell us. WE follow their advice. And we have no way to differentiate between what is right and what is wrong.
Could Immunity Boost Work?
So, an article in vice.com, says, ‘For the human body to work optimally, you need these vitamins, minerals… However, having an overabundance of these vitamins or minerals has never proven to shorten the duration of any kind of virus, bacteria, or cold’, additionally it warns; ‘loading up on products packed with “immune-boosting” ingredients is, at best, a waste of money. At worst, flooding your body with excessive amounts of fat-soluble vitamins (like vitamins D and A) could lead to vitamin toxicity, a condition that brings its own serious health risks like skin issues, nausea, liver damage, or even death, depending on which vitamin is consumed in toxic amounts‘. Now should I take this at face value? I am not sure, but to me, it sounded logical.
Immunity Boosters – Initial Arrivals
It is a different thing when medically approved brands and products talk of immunity supplementing or boosting. The problem is when brands try to ride the immunity wave. Don’t be surprised to find ‘Immunity boosters and fortified products’ as a stand-alone category in e-commerce sites.
ITC launched sanitiser sachets for Rs 0.50, making it easy for the price-sensitive segment in smaller towns, rural area and even the cities. It is absolutely right, a defendable and believable a functional benefit is offered. But, then there are brands which are trying to rewrite their story.
Amul, the biggest dairy brand of the country, for all practical purpose, branded Amul milk- Immunity Milk. Staying at the edge where technically it may be difficult to find fault. However, after watching the communication, the customer will see Amul Milk as Immunity Milk and not something that is helping immunity development. Exactly the way the brand would want.
Horlicks, a supplement and one of the reasons kids end up drinking milk take drama to the other edge. It now takes the ‘husbands of a doctor’ route in getting the association. No, no doctor is endorsing it. Clever. You have to give it to the brand, they only talk about Immunity boosting capabilities.
As reported in BFO by The Ken, in Indonesia, the Ministry of Agriculture is selling something as Coronavirus cure. It launched a series of three products, an inhaler stick, an oil, and a powder, to be used for inhalation and diffusion in the room. It claims this “Anti Coronavirus” kills 80-100% viruses! That sounds like Immunity Predators in action but if it is backed with research- wow let’s all get it here.
Traditional Immunity Boosters
Golden Milk for immunity build-up is a piece of traditional knowledge. The dominant immunity building agent is Turmeric, and milk aides the process. Now, it will be accepted and appreciated if some brand takes this knowledge and launch Golden Milk premixes, sachet, concentrates, coffee..
Traditional knowledge suggests that the right kind of tea can also help in Immunity boosting. Here is a communication promoting tea as an immunity booster.
Expect more brands to take on the immunity provider and enhancer role. Sometimes rightly and most of the times because it is the thing that works and they can get away with.
I agree with VICE.com, such Immunity enhancing claims sound harmless in the normal that does not exist. However, they are like medical advice in the era of coronavirus. Brands try taking advantage of such vulnerabilities. And truly, sincerely, there is no more vulnerable time than during a pandemic’.
ASCI has a role here. It must issue a guideline for the use of IMMUNITY in communication. Just naming these ads as misleading will not be good enough.
…………………………………………………..
While writing this, I read a few articles which further confused me. Immunity Boosters to make you #coronasafe, Eat Right: 8 Immunity-Boosting Foods You Should Have This Monsoons, 4 Magical Foods That Could Help Boost Your Immunity, Boosting Your Immune System Against Coronavirus: How To Minimise The Risk Of Infection? , 30 Best Immune-Boosting Foods and 15 Foods That Boost the Immune System. And there is enough and more to confuse you.
I am revisiting a subject I wrote about a few years back. An involuntary action that helps me focus. I am talking about doodling. To be honest, in the last five years in doodling, I have moved from purely an involuntary act to a controlled well-directed effort, and at times even purpose-led.
I have been doodling, creating these supposing unrelated nomadic patterns while participating and concentrating on discussions and presentations. Some of the designs are dominated by what are called Zentangles. The patterns seek inspiration from many sources like minakari work of Rajasthan, Batik work of Gujarat, tiles and designs at iconic heritage sites and even the bunching of leaves. However, all are purely an impression of bliss and love.
DOODLING – THE ART OF UNCONSCIOUS MIND.
Doodling defined as ‘the act of drawing pictures and patterns while thinking about something else’ is a distinct free-flowing art form.
The audience marvel at the unrelated designs creating a cosmic pattern. They see doodle evolve and wonder at the simple complexities that a doodler must lay with.
The doodler on the other side is always ignorant of development, totally dedicated and engrossed in the pattern reveals a different image before the eyes, the doodler just concentrates and enjoys the moment. At some stage, instead of playing wax, I will experiment with free inhibited doodling as the ice breaker and thinking initiator in my Brand-I sessions.
Doodling is simple and needs hardly any tools. A piece of paper, some pen and pencils, that’s it. Now within these people may have different likings. Like, I love using Uniball Signo ( 0.5 or 0.7), UniBall Air, Link Glycer or the Flair carbonix gel pens. I am still to experiment with Pigma Micron pens which are supposed to be best suited for doodling. I usually like doing a single colour doodle but am not averse to using multiple colours.
Once completed, the doodler forgets the doodle. The chapter is usually closed and if asked the doodler will most likely not hesitate to part with the creation.
DOODLING – DEEP MEDITATION FOR ME.
Way back, during my corporate avatar, my colleagues used to say, ‘If Kotnala is not doodling, he is not concentrating’. It was not just a perception but reality. It opened up multiple immersive possibilities for me. I could do the most complex doodle and yet concentrate and contribute to the ongoing discussion. Try it.
I need no research and science to tell me that doodling really improves concentration. You have to be in a zone to really doodle. Nowadays, I rarely end up being in a zone to do a doodle. I have lost the fun part of it, and I want to regain it.
Now, the new way of doodling is an escape with a piece of paper. Concentrate and draw patterns not for the flow of it but for the impact, design and beauty of it.
The patterns are still impulsive. They are not pre-conceived. The inspiration sources include Mandala, Wahi, Saura and Dhokra style, Pyramids. Maya architecture to empty streets and the shape of coronavirus. However, the need for wow and appreciation of the final effort is pushing it towards a measured geometric design. It is becoming a bit industrialised in my framework and that is completely wrong.
Here is the latest doodle flowing with complete mindlessness once the basic forms and foundation was completed. Yet, it loses the simplicity with a lot more geometric patterns fighting for impact and dominance. A result of heavy deliberations, something that does not helps create a doodle.
Doodle has to be a kid of four years, completely unhesitatingly curious, a river in the mountain totally unpredictable, the dance of a peacock, unintimidated and yet purposeful, the sensuous flight of a eagle and the hypnotic walk of a village damsel. Once directional efforts find their way into the simple art of doodle, it dies. I want to experiment and evolve it for the fun it always been.
SIGNATURE ART
Serious experimenting while doodling and use of symbolic patterns gave birth to something unique. The Signature Art, not to be confused with the signature on art.
Every signature art piece is unique. Signature art as it says, uses signature as the foundation and channel guidelines for the patterns. They grow randomly around the signature to reflect unique references to the personality and life of the signatory. These life infusing patterns are so susceptible to the doodler mood and style that the same signature used as a foundation may not even give shape to a similar output. patterns infuse life .
Some of the signature art pieces and doodles I created are displayed on the walls at home and offices of close business associate.
CHANCE TO GET YOUR SIGNATURE ART.
I am planning to create a few Signature art pieces before lockdown 4.0 is over. The collection will go as donation to an NGO taking care of stray dogs.
The signature art being unique is a brilliant gift too. You can get your signature art in any language. At the end the signature is just being the foundation.
To send in your request write in the comment box or write to me.
All you need to give me, is a high resolution image of your signature. For it, just sign as large as possible on an A4 size white paper using a thin-tipped sketch/ink/gel pen in black colour. Shoot the image using your smart phone and send it to me.
The donation is accepted by bank transfer or Paytm. The minimum donation for a black and white half A4is is INR 750 and INR 1250 for a Signature art in colour.
Once your signature art is done, I will scan I send you the image. In case you want the original hard copy, you will have to additional pay for the courier charges.
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This reflection initiated on reading, ‘Mindless doodling during meetings may actually be mindful’, in HR Katha. And sincerely, I endorse it.
The Switzerland Tourism commercial, ‘Dream Now- Travel Later’, with the gorgeous visuals keeps the destination in mind. It is doing an excellent job of priming the consumer for a post-lockdown market. It plays subconsciously and keeps Switzerland as a destination in the consideration set, just in case you plan to travel. Priming is an art and a necessity now. It is like working a dry handpump.
Priming The Pump.
Have you ever run a dry handpump without check-valves? The only way to make it work is to prime it. Fill the channel inside with water that you have kept for this purpose. Once the air- resistance, which is the cause for the crisis on hand, is taken out, the pump starts working.
The current market is no different. The brands and marketers ( The person pumping) wants to pull the customers ( water) through the channels when the trapped experiences and expectations ( air) is creating resistance.
Priming the market is the only way out.
Unfortunately, the pumps and the resistance faced are not the same types. The product and services straddle a broad spectrum of luxury, good to have, and essential goods and hence need different pumps and resistance.
The consumer is numb. There has been a never expected, never dreamt sudden disruption in his or her life. The consumer has moved from shock, ambiguity, fear to acceptability and adaptability to the situation.
Thinking that the consumer is now comfortable with the new life-co-ordinates and behaviour is a mistake. The lockdown is extended, opened or slowly relaxed (a most likely scenario) will not matter, as the mental scape has been deeply scarred. The degree depends upon the consumer’s experience during the lockdown period.
The consumer is a human being with far higher intellect than traditionally considered. They make irrational decisions and act on impulse. However, they tend to rationalise and being logical in approach. Their reactional behaviour is entirely shaped by their nascent observation, experience and expectation.
This lockdown has given them a chance to learn to differentiate between the real and unreal essentials of life. Redefining luxury and social interdependency.
Life has been a pressure cooker on fire. When lockdown opens, the pressure will define the reactions. The consumer will choose between Fly, freeze or fight the trigger to buy when the mind remains clouded in uncertainties and constraints. The insecurities like a second wave, cure, vaccine, possibility of infection, job, family, responsibility and expectations will influence buying more than the price, purpose and placement or the accessibility, affordability and availability.
No one knows how the market will act out. Ambi Parameswaran, in his tweet, said ‘many typologies will emerge in the next 8 weeks in trying to make sense of the consumer behaviour’. It all depends upon the relevant axis you chose to segment. And I try it based on their expected behaviour based on the degree of disruption in their lives and expectations.
Revolt.
This customer subset, for the first time, has been exposed to their vulnerabilities during the lockdown. They were always questioning and against whatever was expected of them by law, state, society or even family and friends. They live with a big ‘I’ and don’t really appreciate this virus that seems to be most secular and democratic. It does not discriminate in the selection of the victim. These people will want to reclaim their lifestyle. They are currently not the most pressured by psychologically most touched and irritated by the situation.
Re-size.
This subset of customer has a flexible approach towards life, dreams and ambitions. They are in shock. They are law-abiding, cautious and logical in approach. They are not offended by the selfish behaviour demonstrated of others. The society as a whole has not matched their expectation. Most of them have in-fact stepped out in some ways and contributed in the fight against coronavirus.
They look at short term plans. They know they may need to re-size their experience, expectations, dreams and ambitions at some state and they don’t want to be ill-prepared. They will get into their cocoon a bit, but the right trigger will get them in the market. They will hyper indulge in essentials and good to have product and services.
Re-scale.
A bit different than re-size, the re-scale are worried about the future and long-term impact. This subset has experienced scarcity and distancing from extended families during the lockdown. They have, in some ways, realised the new product-service-need-life matrix and are comfortable to live within constraints. They will re-stock essentials even at a higher cost. If you check, they will have un-used masks and sanitizers in their homes. They are not the ‘I’ centric type. They have followed isolation and quarantine request, and that is their contribution to the fight against coronavirus.
Revive.
Customers mindset that says, this is the one and the only life and hence make the best out of it. If that includes being cautious and taking precautions, so be it. They are the early adopters any process-product-service post lockdown. They in-fact will be celebrating the win; having survived the first wave of coronavirus. And they are the one who will define market success.
Priming The Market.
Priming as a process is done before the pump delivers water. Similarly, priming of the market and the consumers preferably should be done before the market opens. It will get the marketer the first advantage of capturing the Revive and Re-Scale behaviour in the re-world still grappling with the situation.
The Re-size audience will wait, as they have always waited for the information and makes a logical delayed decision and actions. The Revolt is a transient behaviour. There is no need to do anything, just lifting the lockdown works with them. One can ignore them.
The Messy Unattended Pump.
Remember, if the brand is an essential product category, the consumers have tested variants and competition. If the brand was non-essential, they have most likely ignored your existence.
Let’s see in my family. I am primarily a Netflix user. However, during the lockdown, I have experienced Hot-star and Amazon Prime. My primary Netflix bias may not get affected as entertainment is content dominated than the platform.
My daughter, a Maggi Hot and Chilli sauce fan, found that it was nowhere available. She decreased consumption to make the bottle last long instead of shifting loyalties. For the sauce of Rs 105, we not only paid INR 299 for Big-Basket membership but added items to cross the INR 600 barrier. All because Big-Basket app while ordering showed Maggi Sauce, it was available. It is different, Big-Basket delivered all items but Maggi sauce and credited my wallet for the gap. Now, we may shift to D-Mart that stayed connected and open 24 hours servicing our area.
In in the absence of our regular brand of Ghee, we ended up testing Amul, Anik and Gowardhan. Think we will be back to Dinshaw’s– as none of them came close to it on experience. However, in Milk, we tested full cream milk from a local dairy selling it lose and Tetra-pack Milk from Amul. Here we are in two minds to shift or continue with Mother-dairy in Mumbai.
The customers have aligned to the alignment of necessity, essentials and replacements. The essentials will also see a big fight in the market place.
Trust & Dependability Still Important Priming Agent.
The customer in an extended lockdown has slowly realised the importance of things like social distancing, quality, service, hygiene, among other such factors. They are expected to continue to give due weightage to such factors. Hence, the brands must re-assure them at least in term of health aspects acr4oss manufacturing and delivery to quality aspect in product, functionality and service.
It is a negative eureka moment and feels so odd to hear an IVR customer service telling you that the representative number is switched off. All know it is a lockdown. The customer was just looking for assurance and a token for being in the queue for a future date service of his water cooler, whenever it will start. Such a negative takes a lot to future efforts to wipe the slate clean.
Compare that with your local AC mechanic, answering the phone and telling you, he will try to see what best he can do. You were just looking at that assurance and will not hold him guilty even if he was not able to do anything.
Or the large basket company telling you that all delivery slots are full. However, if you were to take an INR 299 membership, where the membership fee will be in the next three months, they can surely make that special delivery to you. Now, the company had a choice to say, we in this situation are disbanding the Loyalty – membership programme and will deliver on Fist-in-first-out basis. CMOs and CEOs will have a different take on this one. I would think that the second was a better choice. Suspend Loyalty and treat everyone equal right now.
Priming Tools.
Post lockdown or even now, the marketers must choose their SASHTRA and ASHTRA to fight the Mahabharat of the Markets. All these brands ( Market Yodha’s) and their Sarathi’s ( Brand custodian/ marketing/ agencies/ strategists) are sitting at the edge for this moment.
The brands, product and services that remained in connect and sync with the consumer, sailing in the same experience and empathising with them would know the topography a bit better. They will have a better chance to win than someone entering the dialogue after a gap.
Early advantage seekers will most likely go with sales and discounts to mop-up as much as early from the post-lockdown market. A good enough practice. Some brands have already started talking about pre-booking deals. You pay ‘X’ now and buy items worth ‘X+20-30%’ later. Few are banking on the loyal subscriber. There are going to be many versions of ‘lockdown discounts’ and ‘Freedom sale’.
Some brands will layer their communication with ‘Made in India’, ‘helping the country’, ‘anti-china’, ‘we are in it together’ and ‘the national pride’ etc. We will also hear about a percentage of sales going for migrant workers, and COVID-19 help will also be there. All this when being competitively priced with margin pressure. Such brands will survive but will always be under pressure.
However, the brands that will win will be the one focussing on enhanced quality, experience and service with a long-term perspective. It is better to re-evaluate the experience more than the pricing. And hence, communication that is a functional benefit oriented with some emotional payoff will work better. As for media, you want that instant build-up- so Newspaper definitely works best along with social media.
The Pre-Primed Pumps.
The brands that will outshine all others will be the brands that have during the lockdown demonstrated some integrated purpose. They are self-primed at this point in time. The audience most likely looks at them with pride and wants to be associated with them.
Remember- ‘Dream Now – Travel Later’ is as good as ‘Talk Now-Do Business Later’.
Now, I may be jumping the gun like an absolute novice consumer of a cream that promised to make one fair and lovely. Remember, that cream brand claims, seven out of 10 women have used it.
