Thunder Trails - Masinagudi

I am not much of a biker, though I own one of the most muscular 2 wheel beasts available in India – The Royal Enfield Thunderbird. I have in fact done a few thousand kilometers of riding in the past. It’s a real pleasure to ride out to the outskirts. When you’re cruising on long, smooth stretches of tarmac, laid back in the amply spacious saddle of a Thunderbird, it’s a pleasure to listen to the whizzing wind and the precisely timed rhythmic thumping of the brute’s 350cc engine. They collide in a passionate entanglement and create soul stirring music.

My most recent ride was from Bangalore to Masinagudi with a bunch of road crazy rubber burners from the Ad fraternity. There were six of us in total and 3 bikes. 2 Thunderbirds and 1 all time favourite Yamaha RX100. We decided to start out early and swore to meet up at town hall at 6.00 am for kick off. But, as is in most cases, we had a black goat in our midst who partied away the night before and landed up at the kick off point 3 hours late. So, in actuality, we hit the road to Masinagudi at 9.00 am on Saturday morning.

The road leading to Mysore is very well laid. Though, at the starting point we had a lot of problems with traffic. Being a weekend every motorist in the city seemed to be heading out. You can imagine how our frustration would have heightened and how much we would have cursed the black goat for delaying our departure. Anyway, by the time we got on to Mysore road, all traffic had cleared out and the only thing between us and Masinagudi was a long stretch of smooth 6 lane highway. The road is absolutely well laid and is a pleasure for biking. The only problems on this heavenly stretch were cabbies. They drive like maniacs, breaking every road rule.

We made a lot of pit-stops on the way and hence our journey was longer than estimated. Nevertheless, we were in it for the pleasure of the ride and enjoyed it thoroughly. Our first halt was Café Coffee Day on Mysore road were we had a leisurely brunch. Next stop was for beer and refreshments on a roadside dabha before hitting Gundalpet. From thereon we only made minor stops to empty our bladders and to smoke. From Gundalpet we entered the Bandipur wildlife sanctuary. This part of the ride I thouroughly enjoyed. The road leading to Bandipur was the worst stretch we had to deal with. There are more potholes than road. But once you reach Bandipur the roads become tamer. The highlight of riding through Bandipur is that you are actually riding through pristine forest. To the right and left of the road you will see thick forest. I was lucky to come upon wild elephants while riding through. I also caught fleeting glimpses of deer and monkeys. The ride through Bandipur took us to Mudhumallai.

Mudhumallai falls into Tamil Nadu limits, hence we had actually done a cross border ride. The ride through Mudhumalai brought us face to face with more tourists. The place was brimming with people. It looked like the forest housed more people than animals. We stopped here for supplies (read booze), then proceeded on to our camping site.

We stayed in tents in a small, well maintained resort called Jungle hut – one of the oldest and most well maintained resorts in Masinagudi. It’s owned by the Mathias family. Jungle Hut is set up on a small clearing in the forest at the foothills of the Nilgiris. The place even has a nice little swimming pool to cool off in during the daytime. The food is absolutely delicious. For more details on Jungle Hut click the link.

We arrived at Jungle Hut at about 5.20 pm, exhausted and famished. We quickly ransacked what was left of the yummy lunch buffet and headed off to check the tents. Once in the tents we unpacked our gear and headed off to wade in the pool. The water was too inviting for us to avoid. As the day grew darker, we settled around one of the tents for a yakaroo session and a couple of drinks. It was loads of fun sitting there in a clearing in the forest just talking and drinking. We occasionally spotted a few wild hare’s bobbing around from bush to bush. It was quite a mesmerizing experience. Beneath our feet there was wild grass and above us a clear star studded night. I even spotted a shooting star. After joking and lazing about there for a while we headed to the bar and then eventually to the buffet hall. Dinner was even more scrumptious than our late lunch. Done with dinner we headed back to out tents, sat around for a while and then headed off to our designated tents to kill the remaining hours of the night.

One little incident that happened before we settled down put some of us in the group at unrest. While we had been at the tents, talking and drinking, we had noticed this security guy come around the camp every 15 minutes, whipping the darkness with his bright torch beam. Out of curiosity we approached him and enquired about his strange ritual. To which he answered “Nothing to fear sir, it’s just a routine watch that we keep. Animals don’t come through the fence, except once in a while a few black bears do cross over to feast on leftovers.” That was very reassuring to hear.

The night was pleasantly cool. We slept like babies. But we couldn’t stretch our slumber hours beyond 8.00 am the next morning. Reluctantly each of us crawled out of our tents which by now had become little boiling pots. We came crawling out like ants running out of a flooding anthill. After we’d done our toilet routines we headed to the pool to chill off a little. A brief beer session and breakfast followed.

It was time to leave this Shangri-La and head back to the concrete jungle. We made better time on the road on our return. The ride through Bandipur fascinated me again. On the whole, the ride back was quite pleasant and leisurely. We stopped outside Mysore at a place called ‘Fishland’ for late lunch. The food was mouthwatering. We devoured some ‘Neer Dosas’, ‘Crab Fry’ and ‘Prawn Curry’. After that it was an almost not stop ride to Bangalore. We reached around 10.30 pm and headed our own ways.

It was an awesome experience for me, riding into the jungle with fellow biking enthusiasts, experiencing the thrills of the road and coming face to face with the wild. Masinagudi is a wonderful weekend getaway about 240Kms from Bangalore. I’d love to do the trip again. But this time around I’d like to do a road trip till Bandipur and then a trek from there to Ooty, which I heard is an awesome experience. I hope at least this time we’ll have a couple of women in the group.

For more pictures click link.

Under Ki Baat 2

Some time back I had posted a blog about how careless and tasteless people are when it comes to their undergarments. In case you haven’t read it yet, here’s a quick link Under Ki Baat. I’d like to show you a comment I got on that blog.

Manish said...
bang on...i handle an under garment client ... any thots on how we can make the men and women more conscious about their under ke brands:-)

I had no answer to his question then. I had just gone out and raised an issue to which I had no solution at all. But recently I came across an ad on TV that set me thinking. It was bold, it was quite wild, the brand wasn’t a very popular one but after the Ad I am pretty sure it’s being talked about by a lot of people. In fact, the other day a colleague of mine had sent me a link to the worst Ads poll by NDTV. To my surprise this undergarment brand’s Ad was one of them. When quizzed about it, the public reacted or rather acted out in genuine horror and labeled the Ad vulgar. Come on people, this is the land of the Kamasutra. What’s the harm in talking about a little sex? The Ad in question here is ‘Amul Macho’. The tagline says ‘crafted for fantasies’. If you haven’t had a chance to feast your eyes on this latest 30 second thriller, then here’s a gist of what it’s all about. This interesting post has been written by a true fan of the Ad TVC Hots & Nots.

Personally I think this is one of the most interesting ads that I’ve seen till date. Maybe it’s corny, but it does its job. I am sure that if you’ve seen it once, you’ll never forget it or the brand ever. That anyways is besides the point that I am trying to make here. I am not here to talk about what makes effective advertising. I am not here to tell you what works for a brand. I am here to tell you that it’s about time someone raised the standards when it comes to undergarments. Undergarments are just as important as any other piece of cloth on your body. Thus, I believe that a good label on an undergarment is essential. That’s exactly what this Ad does for me. The way I read the message in this ad, undergarments are a major turn on for the opposite sex. Hence it is utterly important that you choose them as carefully as you would choose your jeans.

We’ve come a long way from the days when our forefathers used torn off pieces of cloth to make ‘langotis’. We live in a world were there is no dearth of fashionable and chic undergarment labels. Even so we undertake that once in a year or twice in a year trip to a wholesale market like Tirpur to buy undergarments in bulk. Why? Why do people still think it’s a crime to spend a couple of extra bucks on a good brand of underwear? What’s with this whole mentality?

The ‘Amul Macho’ Ad has finally spoken up and stirred up a storm. Its high time more undergarment brands started doing a bit of bold advertising.

After pondering Manish’s question for some time, I had closely scrutinized several undergarment TVC’s. The segment is still very much in the low involvement purchase category. In actuality it has to be high involvement. I think Ads like ‘Amul Macho’ (of course this ad is not for the metro male), and in the recent past, VIP (where a flimsy pantie flys off to join a VIP Frenchie on the clothes line) and Hanez (Tagless comfort) are good examples of how we can raise the standards in this category.

Taking a poke at people, black humour, sexual humour and hints, even downright nastiness are things that I really think can work for this category. We need to use bolder means to create awareness in this segment. Yesterday was all about being macho, today is all about being sexy and desired. A self aware male or female would always dress sexy outside and inside. So, I say we’ve got to make people self aware about their sexuality. That’s how I think we can make people more conscious and careful about the choice of their under ke brands.

What’s in a name?

Pop Quiz!

What’s the first thing that comes to your mind when I say…

Nirma
Vicco
Dettol

I am sure you would have thought detergent, ayurvedic face cream and anti-septic lotion.

That’s what we’ve all associated these brands to, it’s been hammered in our heads for years now. Over the years these brand names and many more like them have become synonymous with the product itself. Need more examples? Think Xerox, Post-its, Scissors etc.

Over the last few years we’ve seen almost every company expanding its product line. For example Pond’s, which we all used to associate with talcum powder, broke into the personal care and cosmetics market with every possible product imaginable. They even have certified beauty salons. Likewise we’ve seen the Will’s ‘made for each other’ cigarette brand extend its product line to fashion.

When companies decide to go into such product line extensions, they have the option of doing it in two different ways. One, keep the same brand name across all their product offerings. Two, create a new brand name for each of its products. The former is called blanket branding or family branding, a single brand or company name which is used to identify a range of products. Both have their advantages and disadvantages.

When different products of the same company have different brand names the risk of one product’s credibility rubbing off on the other is very low or even non-existent. Supposing a new product from a company was to be a failure in the market, it really wouldn’t affect the credibility of another product of the same company. Manufacturers could pull out unsuccessful brands without damaging their other successful brands. But incase of blanket branding or family branding the risk of generalizing product credibility (regardless of product category) is very high.

There are some companies that have pulled of blanket branding across various product categories very successfully. To name a few, kingfisher, Virgin etc.

And there are those that have (in my personal opinion) fallen or are falling flat on their faces. There are two particular brands I’d like to take as bad examples of blanket or family branding.

Parachute as we all know has been the leader in the coconut hair oil segment for donkey’s years. Especially in the south, oiling one’s hair is more auspicious than hygienic. Oil baths are a weekend ritual that almost everyone follows religiously and without question. In the recent past Parachute revamped its image of being a traditional brand to a more chic brand. You might have spotted the Asin Ad for nariyal tel or more recently the Yuvraj Ad for parachute styling creams taking the free running fad route. I must say they look pretty cool and are doing wonders in making Parachute a more fashionable brand. But parachute made an even bolder move. They brought out a string of after shower products like hair gels etc. under the same brand, i.e. Parachute. The Ads look great but the name Parachute just doesn’t sound right for such products. In my personal opinion I would rather pick up a styling gel that’s called Set Wet than Parachute. Gel’s are all about styling and so I think they need to have stylish names. Parachute just won’t do. Period.

The other brand that I want to talk about is Kamasutra…yup, the condom brand name who’s very mention makes most Indians squeamish. Recently I came across these nice black teaser hoardings with pink and red typos. The message on one such hoarding read “She wears Kamasutra while studying.” That really got my grey cells working overtime, and while I was eagerly waiting for the revealer, I came across another hoarding with the same kind of art treatment. This one read “My boss used my Kamasutra.” Imagine my curiosity. A few days later I came across the revealer and was totally blown. The ads were for a range of Deos and perfumes that Kamasutra has launched. I really don’t know what Kamasutra’s game plan is. If their plan is to make Kamasutra a household name, and to spread the message that condoms are not a taboo thing, then I guess it’s a good effort. But personally I can’t see myself telling my mom to add Kamasutra to the monthly grocery list. I think it’s just a bad example of blanket branding.

It’s not just product association, in case of a blanket brand, which is a problem, it also becomes extremely difficult to market. For instance, a couple of years ago I worked on a launch campaign of a vodka brand. The client wanted to give it the same brand name as all his other products (theme park, food grains, transport etc). The client would have nothing else, and we gave up after several unsuccessful attempts to convince him. The whole launch exercise became a Herculean task, taking into consideration the rules and regulations on alcohol advertising in India. A Mischief Vodka or a Smirnoff has so much more possibilities to explore when it came to advertising.

Well, I am no Philip Kotler and all that I might have said here might be absolute nonsense, but this is how I feel about these two brands and their extended family of products. If you’d like to dispute my views on these two brands and straighten out my thinking, you are most welcome as always.

What the F**k am I doing in Advertising?

Thinking back now, I am totally stumped as to why I chose advertising. And to top it all up I chose to be a writer. What was it that made me take such a suicidal decision? Why couldn’t I have just taken up engineering and gone on to be a marine engineer like my brother? Why couldn’t I have chosen to become a physiotherapist like my cousin? Why didn’t I just take up a BPO profession and earn a fat pay like my sister? Or I could have even followed in my dad’s footsteps and become a sales person. Of the millions of career options I had, I had to go and pick advertising. Well, guess what…I screwed up. Now there’s no turning back.

There’s at least one minute in every day that I regret having chosen the field I am in now. It’s been almost six long years, of waiting and hoping that things will get better, almost six long rigorous years of stretching my patience to unimaginable limits. But now I feel I am at the edge. I am hanging on by a finger over a bottomless trench. I am in a situation where I can neither pull myself up nor let go and fall.

My problem with advertising is not the pay or the inhuman amount of work. If left to myself I am just fine with it. My problem is with the whole machine-like work culture it’s heading towards. Agencies are no longer places that people covet to be part of. They are no longer places where gods and goddesses create new brands and ideas that change the face of humanity forever. They are just factories churning out precisely detailed pieces of communication that are written, designed and approved by clients. Over the years clients have become the creators and we simply their tools. The Indian advertising industry has reached maturity and is ready to die.

I find it so difficult to write when I am told…”we need a headline of five words and it has to have the words ‘Price’, ‘offer’ and ‘business’.” What am I supposed to do in a situation like this? How can I claim that I am a creative writer when all I do is fill in the blanks? To tell you the truth, I feel absolutely cheated. My dreams have crumbled before my very eyes. Advertising as an industry has failed to provide me the satisfaction I sought. In recent years, we have seen many veterans from various departments of the advertising world, walk out of the industry forever. Why? Their patience ran out, their thirst for good work could never be quenched. They realized that advertising had become an ever obedient slave to its master - the client.

Is there no way we can recreate the charm that advertising used to have years before? Are we spineless yesmen to the client? Are we just people who spare client’s time and money by saving him the effort of learning Photoshop, Coreldraw and Grammar? What does creative really mean in today’s agency? Oh yes, you might question me about the thousands of wonderful work you see in the archives and magazines like that. Well brother, wake up and smell the coffee, have you ever seen any of those actually in the papers or on TV? Other than a few of them, all are scam work. The real work is mundane, boring and most often so powerfully uninspiring that over certain duration of time it could make a creative person lose the ability to think laterally. You get so tuned, you become a one track mind.

This maybe the only reason why employee retention in the advertising industry is either really low or even non-existent. People jump agencies before you can say 3. People jump with hopes of working on better brands, of working with more open minded clients. But this seldom happens. The grass always seems greener on the other side.

What do we do? How do we boost the morale of the creative lot? How do we bring back the glory days when clients knew that agency people know their work? How do we tell the fat man in the MD’s chair to keep his personal fixation on blondes restricted to his bedroom and not let it loose in his company’s corporate communication?

Many in the industry today feel that advertising is a service. That we provide communication services. Pardon me for thinking otherwise, I for one think we are creators, and that we should be treated with the same respect and reverence that used to be given to artists like Michael Angelo, Piccaso and their likes.

Do you think that day will ever come again when we will draw ‘Ahs’ and ‘oohs’ in a crowd, when we mention our profession? Well, till that day arrives, I am still going to be hanging on with my finger over that bottomless trench, because I don’t know what else to do.

Disclaimer: The views and opinions of the author are solely his own and are not meant to intentionally displease or hurt the personal opinions of any person or organisation.