A large portion of the guys have studied only in boys school.
In college too the guys hang out together, while the girls stick in a bunch.
The concept of sex education is alien.
The women they have interactions with are typically their mothers and sisters, who tend to live in service of the men in the family.
As the male hormones do their job, the primary source of information is the movie, or the TV screen.
And what do they learn?
Hero sees heroine
Heroine ignores hero
Hero eve- teases heroine
Heroine hates hero
A song later they fall in love.
Then parents intervene.
A few fights, and hours later, hero and heroine are united in happiness land.
That is a large percentage of movies in nearly any language.
TV shows are not particularly different. Women are always a step lower. In many TV shows women are screamed at, abused, treated shoddily and even slapped around. Through all this the hero comes through in shining colours.
To the large populace who looks at their movie hero adoringly, and will stand for hours outside the house for a darshan or rush for autographs, the distance between fiction and reality is pretty non existent.
So this generates three types of responses.
The first harmless one is imitating the hero’s clothes, hair style, walking style and so on. So you see people tying their shirt in a knot after seeing it in Deewar, or twirling their glasses because Rajni-saar does it or even wearing sunglasses on the back of the shirt because they saw it in Dabang and so on. As I said.. harmless.
The second type of response is eve teasing. Like in the movies, you will see them standing in groups of twos or threes and passing lewd comments to the women passing by. They have seen a Kapoor or a Khan or a Kumar doing it in a movie and well he does get the girl. Should be OK no?
And the last type is the kind we saw in Bangalore on Dec 31. Animal instincts taking over. Horrific incidents leaving everyone in shock and women traumatised. Anyone remember jumma chumma de de?
This has to start changing. tweets and protests are a good start but don’t reach the people who need to change.
We are a very impressionable nation and for many people if it works in a movie it will work in real life.
Those in the creative field have a tremendous opportunity to use their huge power responsibility and do their bit to drive the correct values in our society. For instance, If they decided they would only work on scripts that did not denigrate women and suggest or promote any sort of objectifying we would start to see a change. A Johar, Kashyap, Menon has more clout than he realises. We have seen with movies like Piku, Dangal or nearly any of the movies of the 60s and 70s love without lewdness is possible.
It takes a village to bring up a child and while parents teach values, we all know that kids are influenced more by their peer group than anything their parents tell them. Look at smoking for example.
So if parents did their bit by teaching the right values, supported by the vast film and advertising industry which throws millions of messages every year, we would have made a good first step.
With huge power comes huge responsibility and here is a great chance to wield that power to change the nation.
I don’t want my daughter’s hand bag to have this
She should be able to walk the streets of her country free without fear and not have to learn kick boxing and wonder when the next attack is going to come.
We can all do better than that and create an environment where the woman is cherished as an important part of society and an absolute equal.
After all with Creative License comes Creative Responsibility.
So the other day I was thinking if it was possible to categorise the various types of e-commerce businesses that exist in the world. Why? Do you ask? Well just because I can. I think. Look forward to your feedback to ensure this is complete.
OFFLINE TO ONLINE: This is the most obvious type of business. You are selling stuff in the real world and you decide to do the same on-line. Walmart, Tesco, Marks & Spencers being the obvious one. These would usually be Retailers who are using the digital medium as an alternative, or option, to what they do in the real world. Doesn’t require much change to their business model, save the need to have strong inventory management and agile customer service. These are actually true for all e-commerce businesses but is specially important to these because it requires a change in mindset.
DISINTERMEDIATION: This is the evolution from the previous model. Here brands, companies decide they can deal with end customers directly and either save money for themselves or the end customers. Usually it is the former. Airlines were the first to do this. Other high value products can, and have opted to, do this. Many IT brands like Norton, Microsoft and IBM. Car Companies are also trying this model. The challenge here of course is the potential conflict with their off-line channels.
PEER TO PEER: In this model companies are connecting supply and demand between individuals/companies and others. Yes this is where I would place Uber, Air BnB, TaoBao, ebay. etc. I would probably also classify companies like Alibaba and facebook here. As also paytm. Companies here create the platform offering connectivity between two, or more, sides. They generate the traffic that buyers and sellers can exploit. The opportunity here is to identify that niche of demand that can be fulfilled on the supply side by tapping into individuals or companies that can fulfill them.
ORGANISING THE DISORGANISED: There are a large numbers of business categories that are in various states of disarray and we have recently seen businesses emerge that are making it easier to deal with this chaos. Brands like practo, housejoy, swiggy, 99acres come to mind immediately. Google’s stated mission was to organise the world’s information. With google maps they are organising the retail space to help customers find places to spend their money. Many a travel site I would put in this category as well because they too are organising bits of information like hikes, bike trails and the like for the benefit of end customers.
WEB RETAIL: This last category is, in many ways, the simplest because these players are doing on-line what they could do off-line but didn’t. Amazon, flipkart being the two obvious players.
In recent years we have seen the greatest growth in Peer to Peer and the Organizing business!
Any e-commerce company needs the following as enablers to their business.
- A strong ERP engine that connects inventory to billing in real time.
- Logistics and delivery to ensure that the product/service being sold is actually delivered to customer expectations.
- A customer service culture to quickly redress any potential issues coming up due to challenges in either of the above two.
I am really keen to know if this makes sense and if there are categories I have missed or maybe a different, yet simple, way to map the e-commerce world.
Last week I had the great pleasure of flying to the US and back on a middle eastern airline. One of the trips involved sitting in the middle seat in economy for 14 hours. The pain of the entire experience made me think about airline travel in general.
For starters they seduce us with ads like this.
But the reality is that unlike other modes of travel such as car, train or ship the airlines business has stayed the same, or even gone backwards.
Yes we have better engineered aircraft like the A380 or the Dreamliner, but as a customer it hasn’t impacted us at all. Unless you are traveling First or Business. However, given that the greater volumes lie in Economy it would not be a bad idea for them to make the lives of this wretched lot slightly better.
Given that the airport authorities and the security agencies make the starting point so bad already, this should have been a relatively low bar for an airline to cross. But they seem not to really care and go after stuffing the aircraft with as many passengers as they can fill then nickel and dime them and make life as miserable as possible for us all.
Start with the check in process. Many airlines now have kiosks or mobile check in saving time standing in line to check in. However, often if you are flying international after on-line check in, you still have to make a physical presence to check travel documents. This I get. But the proportion of counters web check in to walk in are something like 1:4. Incentivising walk ins than web check ins. I imagine airlines would be happiest if all passengers checked in on-line saving staff time on the ground. And wait time for customers. Based on counters available this doesn’t seem to be the way they think.
Then let’s look at seat selection. Many airlines used to allow you to select seats when you booked your flight. Then Emirates changed their policy last month. You have to pay to select your seat in advance. Else take your chance at web check in time. The amount they charge is not hugely consequential so why not just bundle it into the ticket price? Why irritate the customer at another moment of truth.
And the seat itself: No one prefers to sit in the middle seats because they are uncomfortable as heck. I don’t understand why an airline would not ‘compensate’ a passenger stuck in the middle seat. Could the seats be w bit wider? Could the passenger get more loyalty points? Could the passenger be served first? Or something that makes middle seat travel a wee bit less angst filled?
My last point for this blog is my biggest bug bear. Carry on baggage. Why in the world do airlines have a policy of 7 kg carry on but not implement it. I find it odd that the same airline that charges for 1 lb excess baggage at check in allows people to carry tons of stuff in a roll on suitcase that meets physical dimensions. Of course there is limited storage space inside. This is what causes people to rush to board and often people like me who actually have just one laptop bag are left struggling to find space. There are many simple solution to this issue: Ban any roll ons or duffel bags. Charge for hand baggage for the second bag on a per pound/kg basis. Allow just one bag. And so on. Recently on an Air Alaska they prioritised boarding for passengers with no roll ons or duffel bags. And after we were in, the rest were allowed to board. And curiously the overhead locker design was such that you could keep suitcases on their side, allowing more bags to be placed there. Those that didn’t were checked in. Easy. Also made for much faster boarding.
There are many such little things that airlines could start doing that may not even cost them more and, in fact , give them an opportunity to make more money, that suggests they care for their customers.
Try and bring back some of the romance of air travel.
Else no matter what Jennifer Aniston says the dissonance for hundreds of passengers is growing with every flight.
Marketers may not realise the amount of information that is out there and collected by the major platforms. Information that can be used to do precision targeting of messages.
Below I focus only on the Google platform, and use a semi fictitious example using Singapore as a geographic location..
User name, as he has a google account.
User accesses the net largely from 2 locations. River Valley Road and 50 Scotts Road.
Google infers: River Valley Road is residence
Google knows 50 Scotts Road is a WPP office.
Google infers the user is a WPP employees
User accesses the net from Changi a lot, as well as Hongkong, Tokyo, Vietnam, Melbourne.
Google infers the user has a regional travel job.
Given the frequency of travel, Google infers the person is pretty senior in WPP.
On weekends the google network is accessed in zoos, botanical gardens, movie halls, family restaurants. Google infers the user is a family man, with a little kid.
User has an iphone 6.
User searched for iphone 7. User frequently searches for tech gadgets.
Google infers the user is interested In gadgets and likely buyer of the iphone 7.
When in a new location the first google searches are for restaurants nearby.
Google infers the user likes food.
User phone is then pinging at high quality eating restaurants.
Google infers the user is a connoisseur of good food.
Most frequently searched words are related to motor cars, gadgets, toys and holiday destinations.
Google infers a car lover.
Google reconfirms gadget junkie.
Google reconfims a frequent traveler.
Most searches start at 6.00 am and taper off by 11 pm.
Google infers sleeping patterns.
Pictures taken on phone are uploaded to picasa/google drive.
Google knows the family members include a wife, a daughter and a dog.
Analysing the pictures, google infers the age of the daughter and the family’s interests.
Further analysis reveals the kinds of locations the family prefers to be in. Water/F&B/Hills/adventure sports and so on.
The user has only watched two ads in full on youtube. Both of cars.
Google infers user is interested in cars.
And so on..
And this is just google.
The cookie trail we leave on line are manna for advertisers. The smart ones have picked up the scent it and using it already.
Programmatic advertising is going to start leveraging the various bits of data from first party, and third party data to create customer idss enabling targeting of highly customised communications. Some brands are on it, many more will follow, soon.
If you are a user, be scared.
If you are a marketer, well here is the pot of gold
On radio here in Bangalore there is an educational institution that runs a campaign that has one ad that goes something like this.
Boy: Why did a tree not fall on Newton, instead of just an apple. Then I wouldn’t have to learn about gravity.
VO: Don’t hate studies. Come to us, we’ll make you enjoy it
Boy: Oh Newton, I did not know you were so great.
Or something close to that.
While the insight is interesting the execution is HORRIBLE.
It is the one campaign that makes me reach for the mute button each time the ad plays.
While the execution is bad, what irritates me is that they run the same ad some 20 times a day.
Now, I know that it is radio and they have no idea who has heard the ad, whether the person who has heard the ad has acted on it so they have to keep harassing the unsuspecting public.
Then I turn on my laptop and when I log on to youtube, shows up another ad for a leading telecom that says… Well I don’t know what they say because I ‘skip ad’ each time. But each time I turn youtube on, this ad comes on. And each time I ‘skip ad’. That is the best part of the ad..the option to Skip Ad. (There is another telco that doesn’t give me that option)
What I don’t understand is this.
Google knows who I am because I have logged on.
They know my demographics, where I am, whether I am this telco subscriber or not. Additionally, they know that I have never viewed this ad beyond 5 seconds.
Now, what are they doing with this information to ensure that I don’t see an ad that I have not interacted with at all? Seems like Nothing. Might as well be like the educational institution I referred to earlier
So advertisers are bringing old media thinking to new media.
Perhaps they work on a cost per click deal so they see no cost to them for showing the ad. Perhaps.
But there is a cost. My time. My favorability impression. My loyalty.
The media agencies need to step up and guide the advertisers through the intelligent use of data because it is available and should be used.
Else old media behaviour is going to drive the emerging consumers to turning off ads, installing adblockers and the type. And we don’t want that, do we?
This weekend the world woke up to the sad news of Muhammad Ali, passing away at the age of 74.
And everyone’s facebook timeline was overtaken by words, pictures and video tributes. Quite a few of the posts that I saw actually referred to the fact that they were not even fans of boxing. Yet they felt sad, and moved to share their ‘on-line grief’.
That got me thinking about what is it that makes for a legend. What is it that separates greatness from legendary.
In my opinion it is a unique combination of 3 factors. And I will use Ali as support for my example:
- Good at your job: I believe the foundation of a legend is a core competence in an area. With Ali it was boxing. Factually speaking he fought 61 fights over a professional career lasting 21 years, recording 56 wins. These included 37 knockouts. He was crowned World Heavyweight Champion thrice and won the Olympic gold medal once.
- Stand for something meaningful (at personal risk): Ali was a boxer yet he stepped out of the ring to take a stance on the matter of race. He refused to be drafted though it meant that he would be stripped off his boxing license and medals. He made it very clear that he’d rather fight for the freedom of blacks than the freedom of people unknown, thousands of miles away. For this he was convicted of draft evasion, sentenced to five years in prison, fined $10,000.
- Create sound bytes that live on: Ali had a lot to say about many things. All perfect to remember and pass along. Some of his more famous quotes were
- Float like a butterfly, sting like a bee.
- I am the greatest, I said that even before I knew I was.
- I know where I’m going and I know the truth, and I don’t have to be what you want me to be. I’m free to be what I want.
And longer statements like “Why should they ask me to put on a uniform and go 10,000 miles from home and drop bombs and bullets on Brown people in Vietnam while so-called Negro people in Louisville are treated like dogs and denied simple human rights? No I’m not going 10,000 miles from home to help murder and burn another poor nation simply to continue the domination of white slave masters of the darker people the world over. This is the day when such evils must come to an end. I have been warned that to take such a stand would cost me millions of dollars. But I have said it once and I will say it again. The real enemy of my people is here. I will not disgrace my religion, my people or myself by becoming a tool to enslave those who are fighting for their own justice, freedom and equality.… If I thought the war was going to bring freedom and equality to 22 million of my people they wouldn’t have to draft me, I’d join tomorrow. I have nothing to lose by standing up for my beliefs. So I’ll go to jail, so what? We’ve been in jail for 400 years.”
I believe it is a perfect combination of these three elements that makes for legends.
- Being good at your job
- Taking a stance on a social matter, at personal risk
- Having the ability to communicate in quick sound bytes that will travel well and be remembered
Those who have 1 or 2 of these will be remembered as being great. So will having all three.
But in the case of Ali, they were in perfect harmony. And that is what made him a legend.
Last evening I was watching something on TV and this ad appeared. It’s an ad for a phone brand called LYF.
I don’t know about you but I found it cringe worthy. No I am not talking about the lack of an idea or even the poor execution or anything like that. Here we have a bunch of guys sitting around watching a woman taking off some item of clothing and then dancing to an item number.
I don’t know about anyone else, but I found the ad offensive. Then again, I do see many offensive ads. But when we have someone like a Virat Kohli, MS Dhoni, R Ashwin and so on, watching Kangana Ranaut do a number it gives permission to a whole bunch of men around the country to expect women to do the same.
I know there will be a lot of people saying that I am over reacting, but we are a country where people even copy hair styles of their heroes. And at a time when we are rocked pretty regularly with horrible stories of how a woman got mistreated by a guy I strongly believe that brands that can, should be more responsible, than only trying to sell their product.
And we have examples of brands doing just that..marrying a social message with a brand one.
Started in Canada but quickly became a global phenomenon was Dove.
They have continued with the same message in many countries. Their campaign for real beauty has consistently tried to reinforce the idea that one should be proud of the way one looks and not be forced to align to stereotypes.
Closer home is Ariel. With their campaign #Sharetheload they have tried to ask the Q: Why should laundry (and indeed housework) only be the woman’s duty.
There are many more examples, of brands that have risen above the short term need to meet a quarter’s numbers to deliver a higher message that tries to change the way society behaves.
I believe all brands have this responsibility. The bigger brands more so, as they have the ability and credibility to do so.
Brands are not just what you see on a shelf. Celebrities are brands too.
Celebrities that endorse brands should keep an eye on the script and have a point of view on whether they support the point of view of the ad. After all if a Virat Kohli refuses to do an item number ad, he also sends a message to his peers and the brands that seek his endorsement that he expects a certain behaviour.
The same is true with our movie stars. As long as they are shown, on screen, killing people, beating their women and children, smoking and so on, we are going to have millions of people who ape them blindly. I am, not for a moment, blaming society’s ills on them of course, but we all have a role to play if we want to rid society of the demons we have.
It is not hard for big brands to align their brand messaging to a higher purpose creating a movement that they can ride on. From Dove’s case we have seen that it is global, sustaining over time and beneficial to the brand.
Brands should lead society, not just reflect them.