Zak walked into the café 45 minutes after the designated hour. Rahul, Susan and Megs looked up and sang in unison “here comes mr. fashionably late”. Rahul quipped “he’s so fashionably late that he’s still wearing last year’s fashion”.
“Hi guys” Zak blurted coming closer. “Wow zak that’s a sexy shirt” Megs yelled. “Yeah man, where did you get it from? How much did you pay for it? Is it still available? Is this the only colour?” the group quizzed Zak for the next half an hour on his new acquisition. Zak became a walking, talking and most accepted medium of promotion for that half an hour.
Believe it, all of us are Ad mediums. Everything we do, everything we say, every move is watched closely and aped. If you vouch for a new shampoo being the best for dandruff relief there will be a loyal fan following for that shampoo among your friends. If a friend of yours tells you that a certain restaurant serves the best pasta in town, you’d definitely try it out and if you like it you will in turn pass on the information to another friend and the virus will just spread on and on and on. Man (and of course woman) is the most penetrating Ad medium of them all.
The advertising world has definitely realized this. But seem to restrict creative use of the human medium to sports stars, film stars and celebrities of various fields. While the usage of a popular celebrity in an ad is unarguably effective, the use of common man (which is more penetrating) to endorse products and brands still remains untapped. Is there a way in which advertisers could possibly tap this medium? Yes, it is possible but several problems remain. As of now this medium is unorthodox and thus does not come with a set of terms and conditions of usage. For instance, Nike could give out hundred pairs of their latest running shoes to athletes in schools and colleges for free and just ask them to wear them whenever they are on the field. They could even pay them a small fee as an encouragement. But what would stop the athletes from wearing Reebok track pants or Adidas t-shirt along with the Nike shoes? Thus the problem of overshadowing across product categories and brands is inevitable.
Is there no way to formalize communication through this medium? Will formalizing this medium mean that each and every one of us will end up with everything free? Would it spell disaster for traditional media? Is it possible to use this medium without destroying its credibility?
Well I don’t have all the answers. But what I am positive about is that humans are indeed the most powerful Ad medium of them all. If only we could find the answers to the few questions I’ve asked above, and to the thousands that will stem from probing deeper into the subject, we will have found ourselves a truly innovative and powerful medium. I am hoping to get some in-depth takes on this subject from my brothers and sisters in the ad fraternity. Till then, carry on advertising…err…flaunting.
Wednesday, March 28, 2007
Saturday, October 07, 2006
Chirpy God and the Reckless Man
Once upon a time in the heavens above, a new breed of Gods was being created. They were made to be up to speed with the modern world below which they were destined to control. Now as among every mass manufacturing unit, one of the Gods had a slight flaw. She was prettier, chirpier and more emotional than the other models. When the Gods were passed through quality check our chirpy God failed and was like all rejects replaced with a human form and sent to earth.
On earth the God spent her days happily as a human being. Her chirpiness was her charm, it won her many friends. People who moved around with her found her very intelligent, hardworking, dependable and irresistible. The days flew and the God couldn’t have been happier. Until one day fate struck its blow.
A reckless man joined the same organization where our God was working. Over a few months a deep friendship developed between the God and the reckless man. For his part, the man found the God a very good companion. And for her part, she found him a nice human being. She did not realize then that the man was reckless, not to others, but to himself. He never cared for life or death. He drank and smoked and partied at the cost of his health. The God only saw one side of the reckless man and so this other side remained hidden to her.
Many days went by and the two were very happy in each others company. The reckless man developed a special liking for the God and after several unsuccessful attempts he openly declared his feelings to her. The God said she was fond of him but that their pairing could never be. This left the man crestfallen and from then on he tried to keep his feelings buried in a dark recess within himself. But such feelings can seldom be held down. From time to time they surfaced and created many unhappy incidents between the two of them. The God noticed a very great change in the man. She noticed that he grew less cheerful and amusing with each passing day. The God knew the reason for this and she also knew that there was nothing that she could do for him. These were his demons to fight and fight alone he must.
One day the God invited the man to join her and a few of her friends on a journey to a magical land. The man readily agreed. He would have gone anywhere just to be in her company. Throughout the journey the man drank and smoked and contended himself to being in the company of his beloved God. But the God was not happy with his behavior. After the journey was over and when all had returned safe, the God exploded on the reckless man with unadulterated wrath. She neither spoke to him nor smiled at him for a couple of days. This really hurt the reckless man very deeply. He had misbehaved on the journey; he had acted as if he cared about no one but himself. For the first time in his life he realized he was reckless. But alas, it was too late. Things between the God and the reckless man had changed forever. He had wanted her to love him but he ended up winning her hate. There was no way he could turn back time and set things right. He begged, he pleaded and asked for her forgiveness. But what would her forgiveness do? Could it right the wrongs of his behavior? Would it recreate the magic that used to be there in their relationship? He knew nothing would go back to being the same ever again.
The reckless man started changing his ways. He gave up his vices and began living a normal life. Not for the God. No, he knew his changing ways would little impact her after the damage he had done. He changed to prove to himself that he was better off without these vices. And if ever the God was to look again at him with the same affection that she used to, he wanted to be ready to be all that she expected and not the reckless man that she so hates.
On earth the God spent her days happily as a human being. Her chirpiness was her charm, it won her many friends. People who moved around with her found her very intelligent, hardworking, dependable and irresistible. The days flew and the God couldn’t have been happier. Until one day fate struck its blow.
A reckless man joined the same organization where our God was working. Over a few months a deep friendship developed between the God and the reckless man. For his part, the man found the God a very good companion. And for her part, she found him a nice human being. She did not realize then that the man was reckless, not to others, but to himself. He never cared for life or death. He drank and smoked and partied at the cost of his health. The God only saw one side of the reckless man and so this other side remained hidden to her.
Many days went by and the two were very happy in each others company. The reckless man developed a special liking for the God and after several unsuccessful attempts he openly declared his feelings to her. The God said she was fond of him but that their pairing could never be. This left the man crestfallen and from then on he tried to keep his feelings buried in a dark recess within himself. But such feelings can seldom be held down. From time to time they surfaced and created many unhappy incidents between the two of them. The God noticed a very great change in the man. She noticed that he grew less cheerful and amusing with each passing day. The God knew the reason for this and she also knew that there was nothing that she could do for him. These were his demons to fight and fight alone he must.
One day the God invited the man to join her and a few of her friends on a journey to a magical land. The man readily agreed. He would have gone anywhere just to be in her company. Throughout the journey the man drank and smoked and contended himself to being in the company of his beloved God. But the God was not happy with his behavior. After the journey was over and when all had returned safe, the God exploded on the reckless man with unadulterated wrath. She neither spoke to him nor smiled at him for a couple of days. This really hurt the reckless man very deeply. He had misbehaved on the journey; he had acted as if he cared about no one but himself. For the first time in his life he realized he was reckless. But alas, it was too late. Things between the God and the reckless man had changed forever. He had wanted her to love him but he ended up winning her hate. There was no way he could turn back time and set things right. He begged, he pleaded and asked for her forgiveness. But what would her forgiveness do? Could it right the wrongs of his behavior? Would it recreate the magic that used to be there in their relationship? He knew nothing would go back to being the same ever again.
The reckless man started changing his ways. He gave up his vices and began living a normal life. Not for the God. No, he knew his changing ways would little impact her after the damage he had done. He changed to prove to himself that he was better off without these vices. And if ever the God was to look again at him with the same affection that she used to, he wanted to be ready to be all that she expected and not the reckless man that she so hates.
Saturday, September 23, 2006
Under Ki Baat
Hello people. How you all doing? I’ve been ok…been very busy lately…working my ass off between Bangalore and Chennai. Literally getting my undies in a bundle trying to meet deadlines. Oh that’s exactly what this blog is all about. If you’re thinking deadlines, my friend I think you better read that title one more time. Yup that’s right, tidy whities, pink thongs, red brassieres and all the other bare essentials in their many splendor shapes and sizes, that’s what I am talking about.
Bad lingerie, I wonder why no one sees it as a wardrobe disaster. At least a majority of Indians – the socially active page 3 types seem to goof up when it comes to lingerie. Consider these situations. You go to this hep party and you see this foxy babe in a figure hugging pair of pants and a midriff revealing top. You size her up from top to bottom then bottom to top. Ok you can’t proceed higher from the bottom because you just saw something. It’s the stupid lining of her unarguably tasteless panty showing through her tight slacks. Your mind even guesses half a dozen brands like ‘Poomer’ and ‘Rasathi’ that might go well with her unders. I mean it’s the kind of thing that Helen or Mumtaz would carry off as a bikini bottom in the 70’s. Considering the kind of range and brands available in the market and considering the fact that we have FTV and Trendz don’t’ you think it’s time we brushed up our undressing sense? I don’t know about you guys out there but for me seeing spaghetti straps matched with a thick strapped brassiere is a major turn off. And so are the armor-like white brassieres that most women seem to be so dedicated to.
And before you think I am a sexist hell bent on criticizing only women’s sense in this matter, men are no better. Shaktivel better known as shaggy by close friends and secret admirers alike is known to be the hottest dressed stud in the whole neighborhood. I thought so too until he invited me into his dingy little bachelor pad for a drink one day. My sight was met by the most ghastly collection of briefs and vests, proudly drying away on a line under the fan. And what choice of colours they were. Brick red briefs with inch thick waist bands, Rin soap blue briefs with red stripes, vests with perforations. You can’t imagine my horror. It was obvious that shaggy bought his precious collection of privates from a factory outlet in Tirupur. I couldn’t believe that he’d spend a premium on his jeans and shirt but wouldn’t spend a little extra for a jockey or VIP even. I mean what if he got invited to spend the night with a hot woman? Would he feel comfortable dressing down and showing of his ‘Arasu’ under garments?
It’s time we paid as much importance to our under garments as we do to our other clothes folks. Even more than your outer clothes your inners reveal how conscious you are about your body and your looks. Undergarments aren’t just about holding up what’s hanging, it’s as much about fashion sense and personality as any other piece of cloth on your body. Outgrow the notion that nobody’s looking in there…what if someone does? Don’t you want to make the best impression at all times? Dressed or undressed? It’s definitely not undhar ki baat anymore it’s a matter of what’s under.
Bad lingerie, I wonder why no one sees it as a wardrobe disaster. At least a majority of Indians – the socially active page 3 types seem to goof up when it comes to lingerie. Consider these situations. You go to this hep party and you see this foxy babe in a figure hugging pair of pants and a midriff revealing top. You size her up from top to bottom then bottom to top. Ok you can’t proceed higher from the bottom because you just saw something. It’s the stupid lining of her unarguably tasteless panty showing through her tight slacks. Your mind even guesses half a dozen brands like ‘Poomer’ and ‘Rasathi’ that might go well with her unders. I mean it’s the kind of thing that Helen or Mumtaz would carry off as a bikini bottom in the 70’s. Considering the kind of range and brands available in the market and considering the fact that we have FTV and Trendz don’t’ you think it’s time we brushed up our undressing sense? I don’t know about you guys out there but for me seeing spaghetti straps matched with a thick strapped brassiere is a major turn off. And so are the armor-like white brassieres that most women seem to be so dedicated to.
And before you think I am a sexist hell bent on criticizing only women’s sense in this matter, men are no better. Shaktivel better known as shaggy by close friends and secret admirers alike is known to be the hottest dressed stud in the whole neighborhood. I thought so too until he invited me into his dingy little bachelor pad for a drink one day. My sight was met by the most ghastly collection of briefs and vests, proudly drying away on a line under the fan. And what choice of colours they were. Brick red briefs with inch thick waist bands, Rin soap blue briefs with red stripes, vests with perforations. You can’t imagine my horror. It was obvious that shaggy bought his precious collection of privates from a factory outlet in Tirupur. I couldn’t believe that he’d spend a premium on his jeans and shirt but wouldn’t spend a little extra for a jockey or VIP even. I mean what if he got invited to spend the night with a hot woman? Would he feel comfortable dressing down and showing of his ‘Arasu’ under garments?
It’s time we paid as much importance to our under garments as we do to our other clothes folks. Even more than your outer clothes your inners reveal how conscious you are about your body and your looks. Undergarments aren’t just about holding up what’s hanging, it’s as much about fashion sense and personality as any other piece of cloth on your body. Outgrow the notion that nobody’s looking in there…what if someone does? Don’t you want to make the best impression at all times? Dressed or undressed? It’s definitely not undhar ki baat anymore it’s a matter of what’s under.
Friday, August 11, 2006
When the beast roams free
I hate being mean, but sometimes to protect your own dignity you just gotta be.
The thing that hurts the most at such times is the fact that your meaningless meanness turns out ruder that you expected and totally pulverizes relationships with people you care about the most.
I’ve been super mean these past two days. I’ve hurt a wonderful girl, poured generous amounts of lavacious wrath on my dad and mom, enjoyed the sadistic pleasure of hurting people who care…but hey that’s just me. Oh, and for the record, it’s like a cocaine trip, once the high starts dipping depression sets in. I really don’t wanna ramble any further. I just wanna post an old poem of mine here that, I feel, explains my being to the hilt. By the way it’s a dedication and the person whom it’s dedicated to knows very well it’s for her. Consider it my apology, even though it’s a bad one.
The Beast Within Me
I make you laugh, I make u cry
but that is not all there is to me
I can make you scream
and run for your life
so be careful and while you still can, flee
I am the agony man, the revengeful soul
who knows not what is to love
for love had deserted me
while I still was a child
and from thence hate has been my teach
yes I do laugh and I do cry
but not for reasons you might presume
I laugh at your pain
and cry when you're glad
this is me, what I've been made to be
I am not this way by mine own choice
it's what you've lead me to be
you've given me so much
of what I assume is love
that even a drop less is harsh to me
I don't really want to hurt you
with words or by act
but I am helpless against it you see
for the beast that you fed with tenderness and love
is now fully grown within me
its jealousy exceeds my will and power
so I cant control it, it's free
it takes the steering wheel
when my dial hits green
and drives my being to be mean
please don't read this and pity my state
for that is not what I expect from thee
all I want you to do
is to stay away from me
so I can be sure you're safe when the beast roams free
Afterword: I do not take responsibility for the beast.
The thing that hurts the most at such times is the fact that your meaningless meanness turns out ruder that you expected and totally pulverizes relationships with people you care about the most.
I’ve been super mean these past two days. I’ve hurt a wonderful girl, poured generous amounts of lavacious wrath on my dad and mom, enjoyed the sadistic pleasure of hurting people who care…but hey that’s just me. Oh, and for the record, it’s like a cocaine trip, once the high starts dipping depression sets in. I really don’t wanna ramble any further. I just wanna post an old poem of mine here that, I feel, explains my being to the hilt. By the way it’s a dedication and the person whom it’s dedicated to knows very well it’s for her. Consider it my apology, even though it’s a bad one.
The Beast Within Me
I make you laugh, I make u cry
but that is not all there is to me
I can make you scream
and run for your life
so be careful and while you still can, flee
I am the agony man, the revengeful soul
who knows not what is to love
for love had deserted me
while I still was a child
and from thence hate has been my teach
yes I do laugh and I do cry
but not for reasons you might presume
I laugh at your pain
and cry when you're glad
this is me, what I've been made to be
I am not this way by mine own choice
it's what you've lead me to be
you've given me so much
of what I assume is love
that even a drop less is harsh to me
I don't really want to hurt you
with words or by act
but I am helpless against it you see
for the beast that you fed with tenderness and love
is now fully grown within me
its jealousy exceeds my will and power
so I cant control it, it's free
it takes the steering wheel
when my dial hits green
and drives my being to be mean
please don't read this and pity my state
for that is not what I expect from thee
all I want you to do
is to stay away from me
so I can be sure you're safe when the beast roams free
Afterword: I do not take responsibility for the beast.
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