The King of Bollywood, Shahrukh Khan gets candid with 4Ps B&M about his love for reading and his definition of comfort
Picture
For someone who is constantly under the eye of the media, how do you define comfort in your own terms?
I think comfort is being able to accessorize yourself, your house in a way. Something that makes life pleasant and beautiful for you. It is about having an individual choice. Comfort for me is to be able to wear the shoe I wish to, wear the shirt that I want to. In fact, comfort is to be easy with yourself and more importantly, easy in your current state.

In that case, do you actively participate in accessorizing your house?
As much as I would love to do that. But I really don’t have that much of an artistic eye when it comes to furnishing my house. However, I do appreciate what my wife Gauri does and the result of the same is definitely appealing.

We know that you are quite fond of reading. Which book might you be reading at the moment?
I usually read two to three books at a time. I have recently finished reading a book titled This is not a Game by Walter Jon Williams. It is a very good book on cyber crime.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM Proves Its Mettle Once Again....
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

------------------------------------------------------------------------------------------------------------------------------------------------------------------------

 
 
In this fascinating and rollicking first-person-account, the noted veteran ad-industry maverick, monojit lahiri, tracks the changing contours of India’s adscape over the last three and a half decades … and is convinced that we ain’t seen nothin’ yet!
Picture
Phew! From “Thank God you’re not one of those small-town, vernac types, dear boy” to “Oye angrez, Hindi aati hai?”… we’ve indeed come a long way! But to begin at the beginning, it was a completely different planet, the India and Kolkata of the early seventies and a totally different adspace too. Fresh out of college (St. Xaviers, Kolkata, English Hons.) I had three choices staring at me, menacingly. Journalism, Academics, Advertising. The first was tempting because I loved and enjoyed writing and was a fairly regular contributor to (the now defunct) JS, as also some other colour supplements. The second was scary as hell… I couldn’t ever see myself doing an MA, going up to Oxford and returning to teach students – mostly bored as hell – the beauty, meaning and value of the English language! The third, advertising, was hands-down hot! It promised leveraging of language in an unusual setting and excitement, of an informal and unconventional nature, in the workplace. My (late) father, Sanat Lahiri, who was a huge name in the communication industry of those times, was delighted that I was coming into this line of work, but quite put off by the reason! However, entering the portals of the city’s – and India’s – largest agency JWT (then HTA) I remember feeling, by turn excited, nervous, apprehensive. The first two, because HTA, Kolkata was a prized branch with most of the hi-ticket (ITC, Brooke Bond, Union Carbide, HMV, Nestle, Metal Box, to name some) accounts in JWT’s bag, stupendous billing, solidly effective work and led by a truly iconic leader, Subhash Ghoshal. Apprehensive, because of my sudden feeling of paralysing inadequacy… Would I be able to bridge the impossibly bizarre gap between Shakespeare & Shelly, Dickens, Lamb & Shaw, Donne & Swinburne and somewhat un-literary lines like ‘just for fun’, ‘chew some gum’, chiclet?!

Looking back, those early days were tough, confusing and difficult. Advertising, writing was not about beautiful language but tapping, inventing and creating word-pictures that linked the brand to the consumer in an engaging and interesting way. Luckily, I soon got the hang of it and was thrilled when my hot-shot copy chief ‘okayed’ my first ad. “Yup, you’re getting the drift, lad. Good. Now, run down and get your masterpiece translated in Hindi, okay? There’s this shabby-looking, pan-chewing, pyjama-kurta clad character sitting at a desk next to the staircase. You can’t miss him, son, he’s one in a million!” Loud guffaw.

Cut to year 2009. I am into this big discussion of how creativity in advertising is shifting lanes with a brilliant and successful, hi-profile creative hot-shot. I am waxing eloquent to this person about this outstanding writer I knew of, creator of some brilliant campaigns, winner of ‘best copywriter of the year award’ a zillion times, when my friend gently interrupts and asks about his present status. I am about to say that he’s moved out of the big league with his art partner to start his own outfit and must be surely doing very well, when my friend, with a wicked smile, interjects, “The reason for his fadeout was simple. Bhaisaab ko Hindi nahi aati thi boss [He did not know Hindi]!” Laughter.
 
Prasoon Joshi, my pretty concise friend above, wasn’t being conceited, sarcastic or smart-backed. He was (in his own witty way) hitting the button, spot-on. I should know. Back then in the seventies, there definitely existed a huge colonial hangover which spawned an indisputable ‘caste system’. Multi-nationals boomed and defined the culture, environment and ambience of the times. English was the preferred and desired lingua-franca of adland and everything else was perceived as down-market and vernac(ular)! The ruling and dazzling ad stars of those days – Alyque Padamsee, Gerson Da Cunha, Sylvie Da Cinha, Kersey Katra, Mohammed Khan, Frank Simoes, Nargis Wadia… to name a few – fitted seamlessly into that rarified (elitist?) clique. Everybody else was… not quite there. Western music, English theatre, clubs, parties, avant garde cinema, poetry-reading sessions – it was pretty much like a private club where trespassers (at best) could be tolerated; though seldom accepted. It might come as a shock to today’s ad-progenies to know that even the likes of Piyush Pandey and Prasoon Joshi had to cool their heels for a considerable period of time before getting their due worth. Why? Simple. They just didn’t ‘belong’!

It was the 21` Idiot Box that really marked the first ground-breaking change in this structure, mind-set, pecking-order, hierarchy. (Admittedly, Lintas did have an excellent language copy section, but it was more of a sideshow because the times were English!) Suddenly, the way communication was conceived, presented and consumed underwent a seismic change. On cue, the ad world (forever watching and tracking) got ready to change gears, switch lanes and hit the gas pedal. They noticed the stirring and enthusiastic reception of an audience (read: potential consumer) base, well beyond the traditional, metro centres with interest. However, to connect with this constituency, one needed a different sensibility in terms of mindset, language, nuance, etc, a continent away from the urban, anglicized, suited-booted variety, residing at South Bombay, Chowringhee, Connaught Place… Could the ruling ‘saab-brigade’ be able to rise and accept the challenge? This is exactly where and when seeds sown by erstwhile, unsung and unremembered visionaries like Kamlesh Pandey and Suresh Mallik – among others – started to flower and bloom. While the ‘Koi Hai?’ school of advertising weren’t hurled into exile, Advantage Bharat came into being, threatening fresh momentum each day! This wasn’t a fad but dictated clearly by the new market forces that spawned a brand new consumer universe – confident, comfortable in their vernac skin and refusing to be bullied into being forced to worship everything angrez; cash-rich, ready to turn consumer but on their own terms and through communication, language, idiom & metaphors of their choice.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM Proves Its Mettle Once Again....
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

------------------------------------------------------------------------------------------------------------------------------------------------------------------------

 
 
Mahatma Gandhi understood the importance of emotional communication for mass appeal and proved to be a master of marketing events
Picture
Picture
Alyque Padamsee
Advertising guru & theatre personality

It will seem like heresy if I say that Mahatma Gandhi was the greatest marketing guru who ever lived, but it’s true. It is from Gandhiji that I learned that if the media is not on your side, you can use word of mouth to swing public opinion in your favour. In his day, the British controlled all newspapers, radios and newsreels. There was no television, and certainly no internet. And they wouldn’t publish anything about Gandhi unless it was negative.

So he had to rely on staging events. Maybe he did it subconsciously. But as far as I am concerned, he was one of the greatest Event Marketing people the world has ever seen. I think even Martin Luther King Junior learned a lot from him and his Million Man March on Washington, to bring the spotlight on denial of civil rights to the Negros in America, owes a lot to Gandhiji’s Dandi salt march. L. K. Advani, I am sure, was inspired by this event to stage his Rath Yatra. It was this event (Dandi March), which really galvanised India into realising that the British were cruel taskmasters for imposing the draconian salt tax.

Gandhiji decided to defy it, but he did not do it instantly. He let it all build up, and in that, he was the master of Hitchcockian suspense. He sent out word that on a certain day, he would be picking up a handful of salt on the deserted beach at Dandi. And he let this message percolate.
 
His second brilliant innovation was interactivity. He could easily have taken a train to Dandi, walked a few furlongs and got to the beach. Instead, he announced that he would start from Sabarmati Ashram and walk his way through. This meant that it would take him several days to reach Dandi. This astute strategy was designed to spread word of mouth to all the surrounding villages as he walked through them. And as he walked from village to village, word spread that Gandhiji was approaching, “Mahatma aa rahe hain. Mahatma aa rahe hain.” And as Gandhiji walked through each village, most of the villagers would join in the march. This ultimately transformed an act of defiance by an individual into a people’s participatory movement.

Then the press got wind of it, and reporters and photographers came from all over India and abroad to see who this frail man was, ready to defy the might of the British Empire. Pretty soon, the entire country was talking about Gandhiji and his padayatra. The suspense was building up. Would he reach Dandi? Or would the British prevent him from getting to the beach. When he picked up a fistful of salt from the beach at the seaside town of Dandi, foreign media who had come to hear of his march were there to photograph and transmit to the world outside India. This was probably the first time that an event was successfully used in India.

For more articles, Click on IIPM Article

Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.

IIPM ranked No 1 B-School in India
domain-b.com : IIPM ranked ahead of IIMs
IIPM: Management Education India
Prof. Rajita Chaudhuri's Website

IIPM Proves Its Mettle Once Again....
Arindam Chaudhuri on Internet.....
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management

------------------------------------------------------------------------------------------------------------------------------------------------------------------------