How to ensure content goes viral off your Facebook fan page.

Social@Ogilvy is Ogilvy's official Social Media wing cum the Facebook Fan Page.

On Thursday i.e on March 22nd, 2013, they uploaded on their fan page a FABULOUS on-ground anti-smoking activation campaign video done by Ogilvy.

So far, (while I'm posting this blog), that video achieved '27 shares' - the most crucial component in the number game for SMM - Social Media Marketing.

The same video was uploaded https://www.facebook.com/photo.php?v=436583829763364&set=vb.102896359840909&type=2&theater on the page of 'Mind Blowing Resources' and it was shared for 102 times.

Whereas, off Ogilvy's page the video was shared for 2,319 times.

It's a 'case study' actually, which reveals the following -

a) An individual's page / account creates better experience and engagement on the social media than his brand's or company's fan page.

Because even on a digital media, humans like humans.

b) A Brand or an Organisation's Fan Page can't really push a Content to go 'viral' despite the best of efforts.

Because a Fan Page by default contradicts the basic premise or condition of virality. So unless and until the content is properly ambushed, disguised, or incentivised, it's almost impossible to generate even 20 shares per content.

c) Third party recommendations beyond fan page do wonders on the social media for greater virality. Which is why; brands or companies need to identify the communicators cum evangelists on their page and develop a good rapport and relationship with them.

And ideally such communicators or evangelists should be taken on a payroll or into a collaborative partnership as consultants or advisors because their communications and engagements matter - and those guys are the bait.

Any brand or organisation, if really serious about SMM - Social Media Marketing - shouldn't ignore this case-study to reap in rich benefits.

Because EGO doesn't help in business but FRANKNESS does wonders. Since, today is for COLLABORATION, where the concept of 'my company, my profit, my family' is totally FUNNY, BASELESS and UNPRODUCTIVE.

Bottom-line: Lesser vertical profit, more horizontal investment for an ensured overall gain and growth. Continuously.

How can your business survive the consumer evolution? Understand the Brand Core, not just digital.

Good, old days have long gone. 'USP' is no more any 'Unique Selling Proposition'. Because 'Feature' based 'Brand Core' has become history now.

Therefore, with due respect to Rosser Reeves and Philip Kotler, we need to move on. Fast. The need of the hour is to understand that the Brand Core is already present in every consumer as 'Greed'. What leads to 'Act' > 'Experience' > 'Engagement' > 'Need' - which forms a 'Brand', eventually and contextually, that 'Promises' to cater to the 'Market' that is already created by consumer based on 'UBP' i.e. 'Unique Buying Proposition'.

See the pic below. Click on it to enlarge.

And this entire process would be aptly backed by mushroom like 'Media' proliferation - where 'Humans' are likely to be the BIGGEST media in fact.

Plus, it's imperative to note that 'Experience' will create 'Engagement', not the other way round what the stereotype thinks.

For, unless an experience is good, innovative, and conducive, no engagement will take place more than once, maximum twice. Hence, there's no need to consider that just an 'Act' is an 'Engagement'.

"One-night stay is not engagement, sorry!"

Given this, to ensure an 'Engagement' (in real sense) via nonstop 'Interactions' for 'Need' development and evolution, 'Idea' holds the key. Because only a BIG Idea can create the right 'Experience' i.e. 'Product' and the right 'Content' i.e. 'Communication' that won't fizzle out just like that.

YES! Product = Experience today; forget 'Commodities'.

If it's done, then only there will be some hopes for Brands and Agencies alike, precisely for Digital Agencies, to survive, complementing Darwin's theory of survival.

Otherwise, consumers will make sure neither Brands nor Agencies are alive - thanks to whom they have already turned 'Data' for nothing.

Moral of the story: Before fiddling with 'Technology' and 'Jargon-ism', it's wise to UNDERSTAND THE GROUND REALITY OF BUSINESS.

Content quality doesn't always influence the virality on a social media like Facebook.

The world is abuzz with three words: 'Innovation' (Uff), 'Engagement' (Ugh), 'Experience' (Err) in the digital age and landscape, which can be aptly termed as 'UUE' i.e. 'Ubiquitously Ulcerous Eccentricities'. 

3 persons or brands out of every 2 - please don't get into the mathematical possibilities whilst you can enjoy the magic of probabilities - are swearing by the 'UUE' in the name of digital marketing, leveraging on the social media, predominantly Facebook and Twitter in India. 

Such individuals or brands and their digital agencies abhor to acknowledge and  appreciate though that their marketing process leads to any communication, as, to them, whatever they have been doing is an 'interaction' - taking place by the magic of data, digits, numbers, analytics, algorithms, etc.; so 'content' is not that important in the scheme of things in terms of 'commonsense' for 'sensibility', 'sensitivity', 'rationality' and 'relevance'.

How come an interaction happens minus a communication is a different issue altogether, so it's wise to avoid a debate on that in order to comprehend 'digital is awesome' and what is 'awesome' should never be questioned. 

The more the Likes (or Favorites); the more the Comments (or Mentions / Replies); the more the Shares (or Retweets)... the greater the engagement... the 'awesomest' the experience.

And if that takes place, a 'brand salience' - even if the brand is an individual - is assured, and frequently beyond all expectations. 

In fact, it's observed more often than not that a 'crappy or mindless content' helps a brand generate more and better interactions on the social media in case the content has some visual elements in it - a picture or a video.

Because, such a content doesn't require or involve any brain so can be consumed just by a click on the mouse or touching the screen of a smart phone or tab with a finger. 

That is, instant gratification for self without any labour or sweat. 

To understand the 'crap is cool' phenomenon, open this link: https://www.facebook.com/photo.php?v=299865530143189 and see the commercial done by a product (sorry, I can't call that a brand), a mobile phone to be precise, which went viral like anything. 

On last Wednesday i.e. on March 06, 2013 at 11.30 PM, someone uploaded the commercial on the ROFLIndia's page on Facebook and the video got spread like a quickfire, courtesy the audience (including me) who are the Fans of ROFLIndia but not of QUBA Mobile. 

Look at the screen-shot taken on March 11, 2013 at 11.30 PM, and you will get know the content has already been shared by '3,253 people' and the share continues... 

When 3,253 people share a content, obviously that content gets exposed to minimum 32,530 people, even if the most modest assumption takes place, ignoring the Likes and Comments - favourable or unfavourable. 

Out of 32,530 people, if at least 2% i.e. 650 people remember the product name for a week - which generally happens for an unknown product / service - then QUBA mobile is home and definitely its viral campaign is a huge success in terms of ROI, since, the product spent literally zero for marketing and communications. 

And out of 650 people, if just 7 people buy the product, there's every reason for QUBA Mobile to feel elated and ecstatic, because over 1% conversion into sales from a viral ploy on and off Facebook is no joke.

For, the success rate of sales doesn't even touch 0.5% in reality in most of the cases unless a SMM (Social Media Marketing) process was heavily incentivised by contest, freebies, sops, and the like. 

In this situation, of course, it cannot be denied anymore that quality of content shouldn't be fussed upon, as the real experiences are duly showing that to generate quantities i.e. ROIs, craps work better than substance. 

Plus, to produce craps no such investment is required, especially on the mind-power that actually creates a real BIG IDEA led content like this: https://www.facebook.com/photo.php?v=500756786628015 - as showcased on the page: 'Mind Blowing Resources' on Facebook. 

So, the bottom-line is, in order to leverage on the social media via social networking as part of digital marketing, a content should ideally feed to the 'UUE' - Ubiquitously Ulcerous Eccentricities.

Why GDP growth might endanger the economy of India: A commonsense POV

I’m not an economist. I’m not a financial maverick either. So whatever I say and write about economics and finance might not be right, essentially. At the same time, that is not wrong, automatically. “For, the opposite of right is not always wrong.” Just like the opposite of light is not always darkness, as darkness is nothing but a huge scarcity of light and the huge scarcity of light is not opposite to light.

Exactly in the same way, GDP (Gross Domestic Product) growth doesn’t necessarily mean the growth of an economy unless and until the income (real and relative) of people gets increased in a country.

There are many arguments that can be put forth to prove the ineptness of GDP for an economic growth. However, in my humble opinion, SUBSTITUTION EFFECT is a much better way to do that – since, it’s very easy to comprehend.

But easy comprehension doesn’t guarantee that something is unquestionable or doubtless; hence, no such claim or presumption should be made that SUBSTITUTION EFFECT is a full-proof mechanism.

Let’s take for granted:

a)      q1 = superior goods’ price and q2 = inferior goods’ price

b)      One’s income (p1) is fixed, thinking it’s only his real income minus any relative component attached to that

Now, assume one consumes 11-unit of goods at q1 and 8-unit of goods at q2 per month – which is shown with the point (A) on the indifference curve. The tangent onto this curve is the initial budget line for the consumer.

[See the graph below]

In case, there is an increase at q1 as against q2, q3, q4, etc., a change occurs in the consumption pattern due to which the point (A) becomes the point (E).

In that situation, the consumer consumes 4-unit of superior goods and 10-unit of inferior goods and his budget line gets shifted drastically adjusting to the price change happened along q1, as well as to his income change, since, the moment he was compelled to use inferior products he turned worse off than before.

However, that is not considered given the assumption that his real income (p1) is fixed. The shifted and subsequent budget line is the tangent onto the indifference curve on which (E) is established.

But, as the real income is fixed, the consumer tries to further adjust to the situation by balancing between the initial budget line and the subsequent budget line with his disposable income, because, in an economy, everyone always tries to get better off i.e. to use superior goods.

So, the consumer pushes his consumption of superiors goods close to 8-unit along q1 from 4 that consequently increases the consumption of inferior goods close to 15-unit from 10 along q2.

That is shown with the point (G) on the same indifference curve which holds the point (A) because the real income is fixed. The tangent drawn onto the curve touching the point (G) and parallel to the subsequent budget line becomes the ‘ideal budget line’ in the changing or testing condition while a price rise (of superior goods only by default) takes place.

The difference between the point (E) and the point (G) is the ‘substitution effect’, consumers often indulge in, even during inflation, that eventually helps the GDP growth. Whereas such growth doesn’t mean any increase in the real income thereby hardly helps one’s savings. And if savings is not possible, one cannot invest in Education because scholarships are not available at every standard and to everyone. Once investment is not done in Education, Human Capital tends to become non-productive and in the process, a nation’s overall productivity and intelligence hampers so does the Economy.  

This boils down to the fact that if without increasing the real income options i.e. employments, if only GDP growth is targeted through consumerism, the economy of a nation can never grow. Instead, that economy turns brittle and obscure, and always remains developing being perpetually underdeveloped.

Make no mistake that is THE danger, Indian Economy is exposed to. Unless, of course, India seriously thinks to increase its employment elasticity by patronising manufacturing sector more and more that will eventually help the service industries like IT, Telecom, Banking, et al.

Idea Cellular's latest TVC maintains the Brand's PHONY ideas to change lives.

Idea Cellular rolls out its new TVC in line with the Brand's core idea 'What an Idea'. 

As believed, Idea always addresses a social issue - be it environment protection or caste; politics or birth control - in a big way with its campaigns, this time also it has done nothing different to alienate the brand-core from its audience. 

Although Idea has dropped Junior Bachchan from the commercial which is of course a welcome change, to say the least. 

With the commercial, Idea tries to address, attend and solve a marital discord - often takes place between two 'we-love-to-war-for-nothing' parties called husband and wife.  

The commercial is very neatly made; having an engrossing story; holding repeat view possibilities and, most importantly, as Arun Iyer - National Creative Director, Lowe Lintas & Partners - explained to afaqs.com, has 'telephony ideas' that can change people's life.

See the commercial here: http://www.afaqs.com/advertising/creative_showcase/index.html?id=40706&media=TV&type=Indian

However, here the question arises - what's always been there in fact: "Does Idea Cellular thrive on 'telephony ideas' only or on something 'phony' too which has nothing to do with social issues in reality?"  

For instance, to save trees while digital reading on mobile phones was promoted by Idea, what was, or still is, the brand's stance on the e-waste issue, which is one of India's major environmental problems, more so, given the fact that India is one of the dump yards for e-waste to the developed countries? 

Likewise, if a tiff or differences in a relationship is needed to be solved by a 'telephone exchange' only (pun intended; however that pun will hardly be understood by anyone unless the person has read Ashwini's article on afaqs.com), then in order to sell their mobile connection, Idea Cellular is actually using social issues, not solving that.

Probably the brand is not aware of the fact that globally mobile phones are recognised as one of the prime contributors to spoiling human relationships. http://www.scientificamerican.com/article.cfm?id=how-your-cell-phone-hurts-your-relationships

Plus, it's also not necessary for two persons to have two identical mobile phones so as to overlook that their phones got exchanged, even if they were in a great hurry.  

So, if Idea's idea is to ride on 'phony ideas' to change people's life, as usual, the brand has hit the bull's eye. But if it claims to have created 'telephony ideas' to change people's life, or for that matter, have tried to solve a familial problem for the greater interest of society, then that was NOT the case for sure. 

Because in the said TVC, mobile phones were NOT solving a relationship problem. Instead, mobile phones were presented as 'indispensable organs like minds and hearts' for understanding human relationships. And portraying that is not only dangerous but also a manufactured effort to commercialise every relationship that people otherwise enjoy or would have enjoyed rather naturally minus phones, tablets, etc. 

Hence the content and the intent of Idea's latest TVC "Ek doosre ko samajhne ke liye telephone exchange... What an idea!" are neither positive nor pragmatic nor prudent. But yet another push selling trick, involving kids as the influencer i.e. baits.

That's it and that's all.

Finally, "the smarter the phone the dumber the people" cannot be a marketing ploy even if a creative shows that a kid was smarter enough to get two smart phones swapped between two mature (but dumb) people. 

SWOT Analysis of India vis-a-vis Narendra Modi's speech at SRCC, Delhi.

Thanks to his 'development politics' and 'vision for the youth' speech, Mr. Narendra Modi, Honourable Chief Minister, Gujarat stole the show at Shri Ram College of Commerce (SRCC), Delhi. 

It was really heartening to watch and listen to a politician of his age who didn't use even a single word to malign an opponent or didn't talk about caste, religion, scam, corruption, rape, etc., instead simply augured a change for the better and presented a larger picture to Brand India as Super India. 

Here's the YouTube Link of his entire speech: http://www.youtube.com/watch?v=LwL6zIecOjU&feature=g-user-lss 

However, what NaMo delivered at SRCC, Delhi was not alien to me, since, on January 06, 2013, I wrote almost the same thing on Facebook to initiate a social movement, exploiting the social media, on how to Brand India as Super India. 

And for that, I did an in-depth SWOT Analysis based on which any Political Party, Media, and Corporate House, if willing, can actually do many better things in India, for India, ushering in positive changes, courtesy which the entire world will benefit, well and truly in line with the concept of globalisation. 

Here it goes... 

Change India for the better 

SWOT analysis of India in order zero in on the Opportunity Pockets – to be created for a Social Reform based on nothing but sheer COMMONSENSE and MIND-POWER.

Though I wrote Social Reform but whatever I shared below, I did that in keeping with THE single-minded objective; that is to BRAND INDIA as SUPER INDIA for THOUGHT LEADERSHIP.

So, here it goes –

STRENGTH  

1.     Geographically well placed, so that way not vulnerable to natural disasters or catastrophes like Japan – that is always prone to earthquakes

2.     Abundant natural resources in spite of continuous environmental changes happening worldwide

3.     Manpower for any job to execute. English speaking cost-effective workforce  

4.     Unity in diversity despite jingoism and regional or local fights – happen everywhere in the world

5.     Unprecedented level of tolerance even when everything is going against and unmatched acceptability and adaptability to any condition – hostility notwithstanding

6.     Agriculture, undoubtedly the No.1 industry still, however needs a sea-change to embrace the latest technology and process for increasing productivity and profit

7.     Joint family for greater social security – easily available at home

8.     Rich heritage and culture on account of literature, science, music, cinema, performing art, art & sculpture, spirituality and, most importantly, sex – not to forget the legacy of Kamasutra  

9.     Hinduism – Swami Vivekananda defined – but not any Subramanian Swamy defined Hindutva. That has always been in favour of ‘women liberation’ and ‘youth power’ and has maintained a perfect balance between Capitalism and Communism

10.Perhaps world’s best destination for sojourns, tours and pilgrimages

11.Steady economy, though not developed as yet, irrespective of global market fluctuations and turmoil  

12.Much higher level of IQ, EQ (Emotional Quotient), and SQ (Spiritual Quotient) on an average than the US

13.Freedom of speech and action and an overall democracy in every walk of life

WEAKNESS

1.     Zero ambition for a collective growth as a nation; tremendous amount of selfishness; and laziness to think beyond the obvious or go and do beyond the comfort zone

2.     Colonial hangover unlike an independent country

3.     Talent exodus, regionally, as well as nationally, for individual success and growth

4.     Nuclear family syndrome, thereby thinking the world is a cocoon or well

5.     Over lenience on technology and electronic gadgets like mobile and tablets – even at the age when that are not needed at all, realistically. And that too, at the cost of books. Precisely story books

6.     ‘One coat fit to all’ education system from the school level that ensures more certificates than knowledge and shows off higher literacy rate by hook or by crook on the basis of one’s signing ability only

7.     Number game and rat race everywhere, in almost every educational institute, where rank precedes experiment or innovation in any field

8.     Marriage – as a mechanism of social acceptance and privileges and generation extension and expansion

9.     Mushrooming growth of average talent in every sphere minus any depth for that matter

10.Multi-language – a barrier for intra-nation communication and comprehension

11.A huge difference in living, lifestyle and culture between the urban society and the rural lives – a mobile phone usage or a cyber café is not even near adequacy to bridge up that chasm

12.Healthcare and hygiene – totally amiss or missed in the larger part of the country

13.Religious fundamentalism and fanaticism and caste and quota ploys to create unrest among lives

14.Tremendous decay of COMMONSENSE even to address a simple problem and solve that with a simpler solution and almost zero knowledge about Indian history and its rich heritage

15.Lack of interest in playing different games, as sports forever neglected by people at large

16.Defunct constitution that actually mars almost everything from political system to law and order to legal proceedings

17.No sex education

18.Unemployment or wrong employment

19.No sense of punctuality and discipline and leadership

20.Dichotomy, hypocrisy, lies, loose morals and corruption  

THREAT

1.     Corrosion in social structure and a perpetual damage to it, compromising on the middle-class values i.e. the lubricant for an increased friction between the upper-class and the lower-class

2.     Dearth of talent, courtesy talent exodus and average talent or mediocrity

3.     War between Misogyny and Feminism, when the former will rule the rural society and the latter will sway the urban society, resulting added friction but no solution

4.     Consumerism will take place but not to boost up production at home. This will rather create a need gap thereby open up more import options to exports, making India a trader market, exactly what the Brit wanted to make of India and now the US and China do and will

5.     More and more rage and outrage and reaction and problem citation but no leadership or motivation to find a solution

6.     Flood of information, mostly wrong and unwanted, as fed by media to help advertisers ride on TRPs and GRPs in line with Consumerism

7.     Hypocrisy of political parties duly exploiting the unemployed and outrageous youth with religious and caste dopes

8.     External forces like Pakistan, China, and of course the US, willing to induce terrorism, cheap quality products and volatile economy

9.     Corporate mafias who will ensure bailouts thanks to the tax people give to a state Govt., if in need, and great margins while on song, but won’t really address and attend social issues

10.Epidemic diseases, malnutrition, female infanticide, rape, trafficking, drugs, etc. – the evils will crop up

11.Injustice towards anyone weak – not only towards women and children – will be a part and parcel of life… gradually sliding towards cannibalism

12.Baba-ism, Amma-ism, Astrology, Sathsang, etc. will be deep-rooted to syndicate flesh trade, slavery, drug peddling, and trafficking under the wrap of Dharma

13.Unreasonable parental demands on children’s education to marriage to job will continue

14.Cancerous growth of electronic and digital media at the cost of print media to excite one react immediately in the name of interaction without putting much thought into an action will take place

15.Lack of confidence in the youth to think and do anything new, fresh and innovative will rise; however loads of false ego, attitude and arrogance will develop in them to exude the ‘I am cool’ image

OPPORTUNITY

1.     Spreading Hinduism minus any fundamentalism, fanaticism or extremism of Hindutva among people to embrace the good things of Islamism, Buddhism and Christianity to create an open religion that’s plain and simple Humanism for Humanity for Humans

2.     Increasing the SQ – Spiritual Quotient based on day to experience of life, mostly to get rid of greed and the fear factor that makes one insecure of everything and everyone including self

3.     Creating n-number of micro societies, kind of a co-operative, to help, support and co-operate, say 200 people at a given locality. This will help get back the ‘joint family’ system to some extent minimizing one’s tension for social security

4.     Expanding the employment opportunities rather exponentially by taking care of and patronizing sports, music, art, performing art, cinema, advertising, media, healthcare, hospitality and tourism like anything because all these have a global acceptance

5.     If the abovementioned point is looked after, the pressure on regular or mainstream academics would be reduced, so people will get proper education, not just certificates

6.     The modernization of agriculture cannot be possible unless the basic infrastructure is in place. And for that, construction of roads is the most essential whereas it will also pave the way for industrialization as a whole  

7.     Corporate Social Responsibility (CSR) towards healthcare, education, sports, music, art, visual and performing art, hospitality and tourism, and various social issues got to be redefined, so people rather become ‘Brand Evangelist’ to just customers and take a Brand worldwide wherever they go. Time for corporates to understand, customers belong to society more than society belongs to customers

8.     Web, precisely Social Media like Twitter, Facebook and YouTube, for the urban audience and radio for both the urban and rural audience hold immense potentiality to becoming a parallel media for ‘Responsible Journalism’ reducing the fabricated tension and hoopla catered to lives on the Idiot Box. And if that was done, people’s reaction would be controlled and get manifested into substantial action, solutions and LEADERSHIP. This can also create employment opportunity, if corporates know how to exploit that for their PR gain, plus that will put grapevine channels under serious threats to offer only believable and true news. In the process, this parallel media will be a great help to Police and administration as well

9.     Positive reporting to negative news – highlighting the good news more and in lion proportions than covering the negative news. For, as per criminal psychology it’s often experienced, criminals are generally blunt, their shrewdness notwithstanding, so there is a tendency among them to delve into the idea whatever gets a media mention is perhaps a great thing to do or indulge in to gain power    

10.Understanding marriage, not as a social label or hallmark to qualify a relationship happens between a man and a woman, in order to reduce the number of dowry deaths or divorces

11.Proliferation of sexology and sex education to minimize the mental disorder or perversion like rape, gang rape, paedophile, incest, etc. There is no need to control sex, but the burning need is to educate, organize and streamline sex as an integral part and a good habit of life minus packaging and marketing that as a sin or taboo or any flesh fair to be precise   

12.Entrepreneurship over a cushy or secure job, even if starts from home, should be pushed, favoured and propelled by all, to help it get organized… so that it can eventually become an employment option for 5-10 people at least  

Oh, Yes, Abhi, JWT must hire a genuine creative team for Pepsi.

With due respect to Sharon Stone and her cross legs, one cannot help but think – in case he or she can think – that Basic Instinct is no pro bono. Instead, it IS a (bad) quality or trait which suits animals the most. However, to be precise, that doesn’t even suit the animals like Tigers, Lions, Elephants, etc. who belong to the upper echelon of the animal kingdom and use their brains to get a job done – be it hunting for food, or fighting against an enemy to survive, or simply to protect themselves or the clan.  

This underlines the fact that in order to react and act, productively, one needs to think first. And no such thinking is possible unless one has some patience in him or her to do that.

It’s often believed and tried to establish that THE YOUTH cannot be patient. Rather they are expected to be impatient, always.

Does that mean, THE YOUTH are not even animals of the higher class, so are not entitled or qualified to think thanks to their IMPATIENCE before a reaction and/or an action?

The answer is, a BIG and EMPHATIC “NO”, right? Then what’s the ulterior motive and vested interest of an Iconic Youth Brand like Pepsi to thrive on the BIG IDEA: IMPATIENCE (in the Youth of India) by rolling out a TVC and the entire campaign called: Oh, Yes, Abhi (Oh, Yes, Right Now)?

Had it been any other Brand but Pepsi then a benefit of doubt could have been offered, buying into the logic that the said Brand doesn’t have much idea of Human Psychology and Behaviour.

Whereas that logic doesn’t really work as an alibi for Pepsi, which is neither a new entrant in India nor naïve about things like: consumer insight, cultural change and social impact.  

For that, it automatically becomes hard to believe that Pepsi didn’t or doesn’t understand the Lifecycle of IMPATIENCE in one's life that flows – irrespective of geography or demography – like this: Impatience in Baby = Cuteness > Impatience in Child = Activity > Impatience in Kid = Inattentiveness > Impatience in YOUTH = STUPIDITY > Impatience in Elder = Immaturity > Impatience in Old = Insanity.

In fact, it needs NO rocket science or rocket scientist... so as to realise, ‘glory, success, achievements, accomplishment, etc.’ have NEVER been, nor can ever be the manifestation of one's IMPATIENCE.

That’s why; while Deepika Warrier, VP - Marketing, beverages, PepsiCo India, explained that 'Oh, Yes, Abhi' translated into 'Live for the present as tomorrow is too late', it rather spoke volumes for the hollowness – quite palpable in the thought process.

Surjo Dutt, ECD – JWT India (the creative agency that crafted this campaign), may also defend the idea for over 1000 times, if not more, by quoting, "Pepsi is not a guru; it's a mirror. It mirrors what the youth are feeling already. The youth feel the way they feel; for them, impatience is already a virtue. Brands that can catch onto what they are feeling are the ones that connect with the youth." But then, he probably has NO idea that a mirror hardly reflects a truth.

Being an advertising professional for ages and being an ECD – Executive Creative Director, he should’ve had the PATIENCE, not IMPATIENCE, to understand that in a mirror, one gets to see his/her left hand as the right hand; means an EXTREME OPPOSITE to the reality.

Plus, if IMPATIENCE in the YOUTH is already a ‘virtue’, THE virtue should ideally NEVER have been projected and presented in a TVC – having three super stars: Priyanka Chopra, Ranbir Kapoor and Mahendra Singh Dhoni – just to showcase an impromptu zig towards a dance floor to get into the groove, or  a new haircut on a girl, or a tattoo in making, or a mad rush braving an unnerving traffic jam for some junk food, or hitting a sixer to dance on field...

http://www.youtube.com/watch?v=hxlqfjIN7kM

Effervescence, fizz and coolness of Pepsi doesn’t really boil down to doing something as mindless as shown in the ‘Oh, Yes, Abhi’ TVC… being zombies to impulses or sudden rush of blood i.e. IMPATIENCE. Not to mention, that rush of blood is already a taken positioning and overused by the rival camp’s Thums Up in the same product category.

However, if Pepsi was really serious about exploiting IMPATIENCE... “the trait turned virtue” in line with JWT’s claim, the Brand would’ve done a far, far, far better job than the current, not even mediocre, TVC. And to do so, IMPATIENCE could have jolly well been used as: Impatience to negotiate > Impatience to care > Impatience to solve > Impatience to lead > Impatience to accomplish... duly complementing the YOUTH of India’s real aspirations today that seek BIGGER ROLES.

Otherwise, not only Coca-Cola will beat Pepsi again in the race of India's most trusted Brand in Aerated Soft drinks but also some Nimbu Paani might do the same, if commonsense prevails and the YOUTH of India deny to act as puppets of consumerism anymore.

So, “Oh, Yes, Abhi, JWT must hire a genuine creative team to handle Pepsi.”

God, Sex and No Dhokha...helps thinking and creativity for a better society and life.

Ever tried to talk about sex or foreplay at a public place, say… sitting at a CCD outlet or at a jam-packed compartment of a moving train, in India, as a matter of fact or just like that, without drawing people’s attention, astonishment, shock, surprise and disgust? If not, please try it out, and if remained unscathed after your experiment, kindly share your experience. Would be a delight to know that.

Anyway, ever missed to witness a Shivling across India and the people folding their hands to offering their regard and respect to the Ling (Genital) of Shiva? Or for that matter, ever missed to do that, you yourself, consciously or subconsciously?

Okay, if things are becoming complicated, relax, and just ask yourself, why can’t you talk about sex or foreplay in public whereas you can express your regard and respect to someone’s Genital, precisely a Dick; not only a Dick, in fact a Dick which is comfortably placed into a Love-hole, connoting Open and Free Sex?

Any justifiable answer for what you see or do, apart from citing things like: “Everyone does that” or “Shivling is God” or “In Hindu Shashtra it’s written” or “My parents and Guruji asked me to do that” or “Blah, blah and blah”?

Actually you may give a million answers and win a debate or argument, however still the reality won’t change, and that reality IS, you have NO clear idea about what is what.

Look at a Shivling closely for 5 minutes, forget all Shastras, Dharma, Karma, et al. Just use COMMONSENSE and you can feel the pleasure of love making i.e. sex i.e. creation i.e. srishti.

A Shivling is not only the Genital of Shiva but also the Genital of Durga and together they form the ‘unit of sex’ symbolizing creation i.e. srishti.

This is the ultimate symbol of a balanced social structure and social peace conceptualized by the ancient Munis and Rishis as an integral component of Hinduism.

It signifies and amplifies, if the father and the mother i.e. a man and a woman indulge in good and quality sex, the outcome of their love making always helps the world be in absolute peace and eventually turn creative. Because a peaceful mind can think better and better thoughts benefit creativity and creations.

The derivatives of Shiva and Durga’s love making are Ganesha, Laxmi, Kartikeya and Saraswati.

Ganesha represents Wisdom and Commonsense; Laxmi represents Money and Wealth; Kartikeya represents Strength and Security; and Saraswati represents Education and Knowledge.

   

Means the entire family, precisely Shiva and Durga’s four children complete the Char-Disha or Khetra i.e. Four Directions and Quadrants of a plane i.e. life. 

If you look at the arrangement of the idols during Durga Puja, you can see, Laxmi-Ganesha are put together to form a pair and Saraswati-Kartiyeka are put together to form another pair.

Why so?

So that, money and wealth get duly balanced with wisdom and commonsense to create more values in life, while Strength and Security i.e. Muscle Power gets balanced with proper Education and Knowledge so as to keep the generated values well protected.

And when something is well protected, it generally doesn’t fear anything, so lives more freely thus contributes to creation to help mankind and human race or lives as a whole to grow and evolve – complementing Darwin’s theory survival of the fittest. And as an extension of that theory of the brightest as well.

Therefore, while you worship a Shivling, you worship no god but the ultimate source of eternal creations that ensure you a peaceful, positive and productive society… maintaining no gender bias but an absolute balance and equality of genders.

This proves the point, if you talk about sex or foreplay in public, you are not committing a sin or crime but actually helping some prejudices get erased from every closed and shady mind.

(Though talking slang or passing lewd comments on an opposite gender doesn’t mean you are helping any social cause).

How India can still become a champion side in Test Cricket : A note

India lost yet another test match to England at Wankhede, Mumbai. Not sure, given the present condition of the Indian Cricket Team in Tests, whether this incident worth a news anymore?! If my bias and love for Cricket put aside, I seriously think it's better the least is talked about this Team. For a simple reason, a team is as good as the result in produces. A set of students is really good in studies (read net practice) but fails in almost every examination shouldn't deserve empathy, even sympathy, to cut the crap short. 

As happened always after a loss, every nook and corner of the country will produce an expert who will suggest something to the team and on the contrary the team will keep playing as it is in the name of professionalism and the spirit of the game to lose. 

Inevitably Sachin Tendulkar will be a subject of PJs on the social media and the commentators turned experts will call Dhoni's name for 48 hours, maximum, post every defeat to help different channels' GRP and TRP go higher. 

Life will go on, nothing will change for the better, BCCI will mint money from telecast rights and other sources and the IPL will rock the nation sending test cricket a step closer to its peril. 

However, if sincere and honest efforts were adopted, even this beleaguered squad could bounce back and turn into a champion side again in no real time. 

The corrective measures should begin from the top. 

It would be more than apt to ask Ducan Fletcher to quit immediately because if a coach can neither motivate a team to win or at least fight like anything before losing nor make strategies when chips are down, his role becomes nothing but like a guest artist's in a movie. And a guest artist hardly makes a movie hit, so, his role is as worthless as my role at NASA as an advertising professional. 

Mr. Fletcher should ideally be replaced by a core committee comprising Sourav Ganguly, Rahul Dravid and Anil Kumble, where Sourav has to be designated as the chief coach. 

The present Indian team definitely lacks aggression and the crux of the problem is more of temperamental than technical, so Sourav's 'I care a damn, you bloody opponent' should be the key to success, currently, as well as on a long-term basis. Plus, Rahul's discipline and technique and Anil's fighting spirit got to be exploited to the best of effects and impacts. 

There's no need, absolutely no need, to retain Dhoni as the skipper for tests. Because he not only shows inefficiency in thinking during fielding but also seems to be clueless while batting. So for what he's in the test squad? Just because he's the captain of Chennai Super Kings?! 

Gautam Gambhir got to be selected to lead this team in tests for five series at least that will help him settle in as the skipper of the side. If his off form is an issue, I don't think Dhoni has been showing any such form either.

Sehwag as a captain or vice captain is a strict no-no. For, he lacks innovation on field and prefers to go with the flow and that is never going to help a test side while it's on the mat.

About Sachin, of course he is the best judge to decide when to quit the game. But still, he needs to perform. For a simple reason, his position No. 4 is equally important as the position No. 3. 

If motivation is a problem for him, as all milestones of the game he has touched already, then it's certainly the time for him to think whether he should continue. More so, as his last test century came in January 2011. And it's quite evident that his problem is not so technical but motivational, which is obvious for anyone when the person has achieved everything in his illustrious career spanning over 22 years and has nothing to prove for that matter. 

Regarding spinners, you can't expect them to come and start bowling their magical spells immediately, using fights and loops, while all through the year they actually prepare themselves for the IPL and practise to bowl at a batsman's boot in order to concede lesser runs in 4 overs. Whoever has played even school cricket will understand that it's NOT at all easy to give the ball any air unless it's practiced really hard, in fact relentlessly in the nets and matches. It takes a lot of skills which cannot be honed overnight or kept alive minus religious practice and experiment. 

And in the midst of IPL culture it's impossible to nourish a proper spinner unless he's at least half resolute as Anil. 

In the pace department, I don't know whom to pick up and whom not to. As whoever is picked up will either under perform or will get injured in a practice session. 

Honestly, I always find it quite bizarre how come one get injured in a practice session while there are so many modern facilities nowadays to practice with! 

Except Umesh Yadav and Ashok Dinda none has the pace either to beat a test level batsman, while it's still Zaheer Khan only who could spearhead the attack. 

Others like Vinay Kumar, Praveen Kumar are good for first-class standard; Sreesanth is good on a dancing floor while Ishant Sharma can book a privileged bed in any reputed hospital under injury quota. And where's Varun Aaron, well, I've no clue!

The team has to be rebuilt and that too keeping in mind NO Sachin for long. So the composition should ideally be - 

1. Gambhir (C), 2. Sehwag / Rahane, 3. Pujara, 4. Kohli (VC), 5. Tendulkar / Tiwary, 6. Yuvraj Singh, 7. Saha (W), 8. Ashwin, 9. Ojha / Harbhajan, 9. Zaheer, 10. Dinda, 11. Umesh Yadav, 12. Irfan Pathan / Varun Aaron. 

Yes, as a wicket-keeper, Wriddhiman Saha deserves more chances than he's got so far comparing to the amount look-ins both Parthiv Patel and Dinesh Karthik have enjoyed. 

If this squad is nourished properly under Sourav, Rahul and Anil, India has some hopes to do well in tests, otherwise nothing is going to happen on despite winning a series or two against teams like Bangladesh, New Zealand at home.  

And there got to be a penalty system as well applicable to every player, senior or junior, that if he's injured during a practice session due to his negligence then he has to pay for that. 

In short this Indian team has no resolve at present, so that needs to be brought back in the dressing room ASAP. And once it's done, rest will happen rather automatically.