Advertising & Love....

After thinking about it since quite a long time now, I have finally drawn the conclusion that advertising is very similar to falling in love. Let me put my point forward and substantiate my thinking….. 10. Both involve a huge chunk of time, money and energy
9. Primary as well as secondary research becomes imperative to achieve success
8. Both needs to be done in a phased manner
7. There is no scope for ambiguity as far as the target audience is concerned
6. Thorough understanding of the product is must
5. Tonality of the message can bring a marked difference in the thinking process
4. Visual appeal is must
3. Any tall claim wont be accepted unless substantiated with facts and figures
2. Success of the project can yield long term benefits
and finally.....
1. In both cases, a major thrust is on team work

A date with nature!

In last few days lots of things have been happening at my end and the most interesting one being that I got an opportunity to visit one of the most beautiful places that one can every dream of being. For all die hard Sheldon fans, this place surely needs to be placed in your ‘must see’ places.

Dapoli happens to be a small town situated in the interiors of Ratnagiri. The place is blessed by Mother Nature in form of envious Konkan coastline and out-of-the-world landscapes. Though it is 7 hour drive from Pune, still trust me when I say this that you would not get bored at all. Every second spot seems to be picture perfect shot. The narrow road that passes through the ‘ghat’ is spine chilling yet adventuresome. And as you are nearing Dapoli, you have to stop everything and start counting the Mango tress. I bet you would not have seen more Mangos in your entire life that you would get to see just in one day over here. On the way, you would also get to see Supari (betel leaf), phanas (jack fruit), papaya, kaju (cashew), banana and coconut tress, but still Ratnagiri Amba (Alphanso Mango) is the show stopper. And mind it; do not commit the mistake of stealing a fruit. Every yard has watchers and the moment you stop your vehicle, you had it big time. Although it is not first hand experience, but I take a word of those did it in spark of the moment and regretted their decision at a later stage. After a long yet memorable journey, I finally reached the place.

It seemed like I had reached an altogether a different world. A small country side village where there are no sky scrappers or lousy neighbours, no harmful smoke or anyone honking for side, just a quiet tranquil place in the heart of nature. Remember Elizabeth Soffe’s grand mansion kind of house of Bloodline; spacious rooms, big floating curtains, huge windows that opens to picturesque landscapes, mammoth garden where you can relax on the swing while the kids play in the small pool my uncle’s house was exactly like that. Not just that, since the house was on the hill top, it gave us a clear and beautiful view of the village surrounded by lavish green trees.

Near the foyer, I see this jackfruit tree, which happens to be the largest tree borne fruit in the world; standing tall. Just as I entered the house, the swaying of banana leaves drew me closer to the garden in the backyard. Well, it was more of a farm and less of the garden. Supari, phanas, papaya, kaju, banana, coconut, pineapple and yes of course Mango, the farm had it all. What a sight it was! Indeed I saw some of the trees for the first time in life. And as they say patience pays, it did actually. Remember I had been suppressing my temptations for such a long time; finally I got to pluck the forbidden fruit of Ratnagiri from my uncle’s backyard. It was such a delightful moment. All my pain and stress of the journey seem to have vanished. With a mug full of hot shimmering coffee I eased on the swing and enjoyed the titillating sound of leaves dancing at the tune of fresh air and from some remote distance the tickling sound of bird chirping was soothing my senses.

What to write?

Just the other day a very good friend of mine asked me what the hell am I doing with the blog. Although the question of his was very mundane it made me feel really fortunate. The reason being he was one the rare few who not only knew that I had a blog, and one amongst the rarest few who took time out of his busy schedule to visit it. I felt really great after hearing that. I wouldn’t be wrong by saying that it indeed my day. Well, after that we did speak for quite a while and the candid conversation ranged from India-New Zealand series, lok sabha elections, a girl winning the title of Indian idol to few relatively random topics like his zoo visit and India trip. The whole conversation gave me a weird sort of feeling. Usually whenever I have such meaningful talks I grab the opportunity and pen it down for some future reference. But this time quite strangely even after speaking a bit on lots of things I was running out of words to put my thoughts on paper. And it’s not for first time that am experiencing such a situation. Many a times I do feel like expressing my views on so certain things, share my ideas on pregnant issues but then I tend to withdraw. Where some say that am going through a writers block I think its more do to with an unwillingness to be expressive. But in the end, of all the things that we talked about; he said something that convinced me to pen the experience I am experiencing. Thanks to him I am able to write a bit of whatever I am feeling off late. I owe him a big time since he made me realize that it’s not important what you say but its how you say!!!

Thankfully, I am in creatives!

At times I feel what would have happened if I was on the wrong side of the fence. Before you guys start thinking aloud, let me tell you that the thing which is going to follow has got nothing to do with my views on marriage. But, it’s what I feel for my colleagues of branding team.

Well, the other day I was thinking that creative guys would surely be and exception to the saying ‘grass is always greener on the other side’. For them the grass is always greener on their side since being on the other side of the fence would mean that you are ready to be treated as underdogs. Where many people in the agency call them ‘enlightened delivery boys’ I have great amount of respect for branding executives. Being part of creative team is pretty satisfying, but what about the servicing guys?

I can’t imagine how my life would be if I were in servicing!

I would be compelled to work closely with the studio guys (not literary closely, virtually closely) on various assignments, even after being treated like a step twin. I would be treating clients as godfathers, as their remarks would directly be proportional to my appraisals. Right from dawn to dusk, I would be busy checking mails and answering calls, even while I am in the loo or lunch dates.

If that is not enough, at least twice in the week I would be forced to travel to the other end of the town in name of client meeting and collect their so-called creative briefs. Back in office till late, I would be researching to draft a creative brief which no matter how good it is seems, creatives would surely nail down at every alternative point the next day. As a friendly gesture, I would be rectifying grammatical & syntax errors of my juniors.

Even after such a hectic day, I would be accompanying the creative guys in the conference rooms for nail-biting brainstorming sessions. Not to mention, dinner dates not permissible since most of creatives believe in burning the midnight oil. I bet not to differ during such sessions, unless I am able to rationalize my opinions (un-welcomed & un-wanted) with sheer determination and courage, else am the only one who has to face the consequences.

During such sessions, I would be feeling that I am the only one in the room who does not know 'what the client wants’. Wait, the day has not ended yet. Media guys are looking for me all over the place since they feel that without my expertise, they cannot draw up a media strategy for such a stingy client. Gosh! Did I just forget to write the minutes of the meeting!!! God, I am so much in trouble.

Thank god, I am in creatives!

Resolutions for 2009!

10. Remember to keep this list at a proper place.
9. Visit a new place at least once in three months… and click as many snaps as possible.
8. Try to cry while watching emotional scenes in the movies… especially Hindi flicks.
7. Stick to the diet plan… or at least till I buy bigger size clothes.
6. Continue my age old tradition of giving missed calls to all my friends who are in phoren land.
5. Avoid going to beauty salon… makes me feel old!
4. Watch the latest flicks after 3 weeks… by then I will know whom to blame.
3. Stop making resolutions of quitting coffee… it’s surely not my cup of tea!
2. Don’t get lured away by the discount offers… always remember there is nothing like free lunch!
…. and just like every year, this year too my top most resolution remains the same...
1. Go to the terrace and watch sunrise everyday… in short, wake up early!

Sunscreen...... Baz Luhrmann

Ladies and Gentlemen of the class of ’97...
Wear sunscreen
If I could offer you only one tip for the future, sunscreen would beit.
The long term benefits of sunscreen have been proved byscientists whereas the rest of my advice has no basis more reliable than my own meandering experience…
I will dispense this advice now.
Enjoy the power and beauty of your youth; oh nevermind; you will notunderstand the power and beauty of your youth until they have faded.
But trust me, in 20 years you’ll look back at photos of yourself andrecall in a way you can’t grasp now how much possibility lay before you and how fabulous you really looked….
You’re not as fat as you imagine.
Don’t worry about the future; or worry, but know that worrying is as effective as trying to solve an algebra equation by chewing bubblegum.
The real troubles in your life are apt to be things that never crossed your worried mind; the kind that blindside you at 4 pm on some idle Tuesday.
Do one thing everyday that scares you
Sing.....
Don’t be reckless with other people’s hearts, don’t put up with people who are reckless with yours.
Floss.....
Don’t waste your time on jealousy; sometimes you’re ahead, sometimesyou’re behind…the race is long, and in the end, it’s only with yourself.
Remember the compliments you receive, forget the insults; if you succeed in doing this, tell me how.
Keep your old love letters, throw away your old bank statements.
Stretch.....
Don’t feel guilty if you don’t know what you want to do with your life…the most interesting people I know didn’t know at 22 what they wanted to do with their lives, some of the most interesting 40 year olds I know still don’t.
Get plenty of calcium.
Be kind to your knees, you’ll miss them when they’re gone.
Maybe you’ll marry, maybe you won’t, maybe you’ll have children, may be you won’t, may be you’ll divorce at 40, maybe you’ll dance the funkychicken on your 75th wedding anniversary…what ever you do, don’t congratulate yourself too much or berate yourself either – your choices are half chance, so are everybody else’s.
Enjoy your body, use it every way you can…don’t be afraid of it, or what other people think of it, it’s the greatest instrument you’ll ever own.
Dance…..
even if you have nowhere to do it but in your own living room
Read the directions, even if you don’t follow them.
Do NOT read beauty magazines, they will only make you feel ugly.
(Brother and sister together we'll make it through... Someday your spirit will take you and guide you there...I know you've been hurting, and I know I've been waiting to be there for you. And I'll be there, just tell me now, whenever I can. Everybody's free.)
Get to know your parents, you never know when they’ll be gone for good.Be nice to your siblings; they are the best link to your past and the people most likely to stick with you in the future.
Understand that friends come and go,but for the precious few you should hold on.
Work hard to bridge the gaps in geography and lifestyle because the older you get, the more you need the people you knew when you were young.
Live in New York City once, but leave before it makes you hard; live in Northern California once, but leave before it makes you soft.
Travel.....
Accept certain inalienable truths, prices will rise, politicians will philander, you too will get old, and when you do you’ll fantasize that when you were young prices were reasonable, politicians were noble and children respected their elders.
Respect your elders.
Don’t expect anyone else to support you. Maybe you have a trust fund, may be you have a wealthy spouse; but you never know when either onemight run out.
Don’t mess too much with your hair, or by the time you're 40, it will look 85.
Be careful whose advice you buy, but, be patient with those who supply it. Advice is a form of nostalgia, dispensing it is a way offishing the past from the disposal, wiping it off, painting over the ugly parts and recycling it for more than it’s worth.
But trust me on the sunscreen…
(Brother and sister together we'll make it through... Someday your spirit will take you and guide you there...I know you've been hurting, and I know I've been waiting to be there for you. And I'll be there, just tell me now, whenever I can. Everybody's free.)

Sorry… that’s a one way!

If you are one of those lucky few who have been residing in the electronic city, I am sure you know what I am talking about. To my utter surprise, every second lane in the town happens to be unidirectional. I still keep wondering why! Initially I thought that the roads were not wide enough to accommodate traffic and so they are one ways. But, after touring the city, my research findings concluded that the roads are not at all narrow. On the contrary, majority of the one ways are broader than the two-way roads (ohh! they call it double roads here). Secondly, I always thought that one ways decrease the intensity of traffic, but in Bengalaru, it’s exactly opposite. Rather than being a convenience, these infinite one ways become a nuisance to the commoners. This results to horrible jams, not only during the peak hours, but at any hour of the day.

Just the other day, I and one of my friend; who also happens to be from Ahmedabad were wander lusting in the city, when we decided to stop and grab a bite. Now since both of us were not familiar with the geography and the language, you won’t believe, but it took almost half day to find the place we were looking for. Well, if had be any other day, you can surely blame it on my indecisiveness, but that day, I being the one who had spent more time in the city I did knew the place. The only problem was that I lost track of the road, thanks to these stupid one ways. And like they say, one thing leads to another, similar thing happened, one way led to another one way and then to yet another one way and by the time we found the way out, the man in khaki caught us for motoring on a one way, from the opposite side.

Almost similar incident happened yesterday where we took a bit longer to decide what to eat, yeah this time around you can say that it was due to our confusedness that we missed the turn and ended up eating some bizarre stuff at some bizarre place.

I guess, just like the other denizens, eventually even I would get used to these one-ways, but till then I think I will be often saying to myself, ‘sorry that’s a one way’!