365 New Chances

After the brouhaha about the new year got over, something else has seemed to settled in. The feeling of being inadequate. In the normal course of things, feeling of inadequacy is a great thing. You feel you are not working per your potential. You want to do more. You actually do more. You shift up the level. At the new level, you are inadequate all over again. And then you strive harder. It becomes a loop. Till the day you die. And you have lived a life where you have continuously upgraded yourself. You’ve sort of become someone who is known to push boundaries.

For this feeling, I dont know who / what to put the blame on. The weather in Mumbai is colder than it has ever been. No, it doesnt effect me per se but I think its making me lazy and sleepy the entire day. Or is it that the change in diet — that I have forced myself is — taking away my energy levels? I mean I havent added anything new per se – just that I am eating less of what I was eating all this while. Or may be its my nose that is troubling me — I have these polyps that dont allow me to breathe properly and I have to breathe through my mouth — making it tough to eat, sleep or even talk at times. Or may be its that damn pining for that special someone that is making me restless. Am I ready for committing to one person? Am I over sgMS? Or, or am I about to die? After all those yogis and rishis and everyone like that could sense that when their time was up!

Back to this in a bit. The other thing is that lately, I’ve noticed that I tend to forget things. I used to be great with names, places, people, little tit-bits that no one else noticed. These days I cant seem to remember anything for my life. The other day VG sent me a picture from a trip that we had made some 10 years ago – I dont recall much about the ride but the memories of that trip are classified under “best trips of life.” and yet I cant remember it! Names and places tend to muddle up in my head. I cant recall conversations that I have had with clients – I’ve never needed to take notes but lately I am relying on them more and more. Yesterday someone asked me DOB of my parents and I had to check the fucking calendar to recall the dates! I met sgMS the other day and she was asking about the last time we kissed and I had no memory of it.

Ive always been the brainy kinds, a good student (till I was in school), anal about attention to detail. I judge people on the basis of sloppiness that they show when they work. I rate colleagues on the basis of their intelligence and IQ. Well, I know its shallow of me and all that. An organized person to me is an epitome of someone who’s out there to make a meaning. Without a brain, I am sorry, there is no meaning. I understand that some people may have got dealt a bad hand in the Ovarian Lottery and got no brains there but thats ok – they may exist where they are – I want to be around people who are lucky. Luck begets luck.

Side note. No wonder I cant be with sgMS. She hit a jackpot with the Ovarian Lottery and I was barred from even buying a ticket. The way I look, the way I dress, I get stopped by guards even at the place where I live!

Coming back. This loss of memory or whatever it is has made me realize the plight of old people. for no fault of their own, they are suddenly invalids, not required. And that’s not a cool thing. And age is anyway something that I loathe. I remain committed that the day I need someone to help me get on my feet, I will kill myself.

Zooming out. I dont know if all these (general drowsiness during the day, the nasal polyp, the longing for love, the feeling of inadequacy and the malfunctioning brain) point to something larger. Or I am making a mountain of a mole. The point is, there is no reasons for my dreariness and I cant pin point. I may claim to be a creative individual, I am for sure a Type A person. I want to know the reasons and I want to identify the causes. I want bloody answers for the general dissatisfaction. Or whatever it is. Ennui? Weltschmerz? I will never know!

But…

But like all clouds, this one has a silver lining. A few things are working out in the year. I have made a few changes in how I live. Here’s a list.

  • I am playing pool regularly (regularly is defined as 3 hours a week; a couple of years ago, it was poker). I remain committed to plan an Am tourney this year. 
  • I now have a great guitar tutor that comes once in two weeks. 
  • I started work on Book2. I will get it publishing-ready this year.
  • I am committed to getting in shape by end of this year. Will be 32″ on 31 Dec 2017. And I know I am supposed to climb the Everest by 2025. 
Longer list of things for 2017 is here

Also, yesterday two super cool things happened.

A, I stumbled on this post by Nike where they had put this image up. It couldn’t have come at a more opportune time. I am trying to make 2017 great. I am doing things that I haven’t done ever. I may be a Tony Robbins deep down but I do need motivation once in a while and this one was just right. Plus I am reading finished reading Phil Knight’s book on how he build Nike. It is so inspiring that I want to do it. I want to be Phil Knight. I want to create my Nike. Ok, lemme not digress. The book is so amazing that I wrote an entire blogpost on it. Will repub is here eventually.

Coming back. The point is that the new year greeting by Nike is spot on! Its a new year. It has 12 chapters. It’s gonna give me, us, 365 opportunities. To make the year count. And we better make it count.

B. A friend of mine who I believe is a living testimony of all the 7 vices — his biggest one being sloth — said something strange.

Lemme give context. I was talking to him about acid and how I ought to try it (read this for “inspiration”) to find my peak optimal performance levels. Normally, I would expect him to support me with such things. Afterall he is the biggest advocate of a life lived well and he is the epitome of hedonism (I couldnt recall the exact word and I had to come back before I write this; ref my memory loss). This guy, probably the most intelligent and most well-read of all my friends, few years ago, one fine day he decides that he doesn’t want to work and he quit everything – his job, his family, his social circle. And then he tried all sorts of things – drugs, alcohol, women – think of a vice and he had tried it. He did it to the extreme that everyone, sort of, lost hope. I expected him to be sympathetic to my “cause” and help me score.

But no. Nada! He said something else altogether. He said something like, rather than these psychedelics drugs, focus on eating right, exercise and meditation.

I was shocked! I mean wow! Here’s a man who most people around me consider lost, often I considered lost is talking sense the way sane people do! He then spoke of how he’s back (he’s one of the most talented people I know of) and he’s trying to build his life back. He gave me hope. He gave me that ray of sunshine that winters in Mumbai needed. Lol. Winters in Mumbai. May be, clouds in my head. Or the Vitamin D deficiency – after all, I hate the sun!

So, if I dont try to go on the trip, I must thank or blame him (whatever may be the case). The blog is a testimony.

That’s it for the time being.

After this long ranty post, here are two takeaways from me.

  • A. Pick up some tools, games, puzzles that help me work on my brain. Give it some exercise. Its a muscle after all. Or is it not? 
  • B. Like Nike said, I have 365 chances this year. 15 are gone (not really, I did work on those days). I have 350 more. How many will I take up? 

And most importantly, now that you’ve gone through the ordeal of reading these 1000 or so words, you know all about taking chances and all that. How many will YOU take up?

Confessions of a Failed Ad Man

So today is day 2 of the Project 1000. Yesterday I managed 1000 words. I think 500 odd here and the other 500 on the secret blog to sgMS. And I felt awesome about it. Of course it would have been perfect if I could manage some more words for Serai. Thats what I am calling the book, for the time being. 

So today’s day 2. Let me today talk about something that is really close to my heart. And I have worked on it and failed. And failed how. I’d talk about advertising. Some other day, this post could have been called Confessions of a failed adman. Hang on. Why wait another day. Let me change the title right away. So people who read the blog often (all 3 of you) would know that I worked for an advertising agency at some point in time. I had joined that place hoping that I would churn out things like Jalebi and Cadburys. Only to realize that process is far more complex than merely coming up with scripts and shooting them.

Coming to the post, I shall talk about few recent ads that have caught my attention. And I would talk like a typical Indian customer, rather than an ex-planner.

So, the fabled summer season is on and that means that all the soft drink companies are going to bombard us with commercials celebrating their favorite time of the year. I would talk about Frooti, Appy Fizz (because I have worked on these brands), Coke (because I love the brand and wish to work on it some day) and some more. And I would talk about something that has nothing to do with India or with summers or with drinks. Its just an awesome piece of communication.

And again, these are unbiased perspectives of a common man rather than an ex-adman (or even an ex-planner on two of the above mentioned brands).

Frooti (and Slice)
Love the brand, love the positioning, love the legacy, love the drink. Frooti has everything going right for them. Except the competition. In the market, Frooti competes directly with Pepsi’s Slice and Coke’s Maaza. Slice has this really cool ad featuring Katrina Kaif. Apart from amazing production quality, great music and striking visuals, the ad is brilliant in the sense that at a subconscious level it places Katrina Kaif and Slice at the same place. So every time a guy desires for Katrina, something in him would crave for Slice as well. And once you have the share of mind, rest is easy.

Frooti on the other hand loses out. This season for some reason (which I havent been able to figure out), they are using Siddharth (who Siddharth? exactly my point!) in their ad. And mind it, in their entire 30 odd years history, they’ve never had a brand ambassador ever. So the ad is a story of a guy who cant gather enough balls to talk to her object of desire and everyone eggs him to try and talk to that girl. And finally he does speaks. And he does it be saying, “would you have a Frooti with me?”. And this is where the entire disconnected is. Let me phrase them as questions. A. Is Siddharth being used as the actor Siddharth (doesnt look like) or as the boy next door? And it if he is the boy next door, why call him Sid? B. Is Frooti trying to make itself synonymous with love? Or with the feeling of togetherness? Or what? My peanut sized brain cant really comprehend. But then I am sure, brains better than I are on it and they have figured the puzzle out!

I dont even recall seeing Mazaa on tv yet. And if I have seen, if I cant recall the ad, it has to be really boring! So in the battle of mango drinks, for the time being, the winner, in my humble opinion is Slice.

Appy Fizz
Next up is Appy Fizz. I absolutely adore this guy. I sincerely wish I had the wit and presence of the mind that this dude has! Wait, hes not a dude, hes actually a drink. A drink with an attitude. And thats the best part. The latest line of commercials with Saif Ali Khan is actually far better than all the previous ones. The jokes are simple to understand (to someone like even I who is as desi as men in India get). Plus when they are using Saif Ali Khan, Saif is not being used as a model to peddle paint or dates or whatever. He is being used as himself. As a super hero. And he is in conversation with Appy Fizz. And Appy Fizz goes one up on him in all the commercials. Not like a battle battle but like in friendly banter than you may have with a friend. It does not pull down Saif’s reputation and yet it definitely establishes Appy Fizz as a cool guy to hang out with. Or a cool drink to hang out with in this case. +1 on this one to the team. Here is the commercial. I am sure you can find more on youtube and all of them are as good (atleast the two that I have seen).

CocaCola Coke
Even before I start writing, I know that I would talk highly of coke. They cant seem to get anything wrong with their commercials. The latest ummedon wali ruh, sunshine wali aasha is super brilliant. Instead of using a celebrity to endorse the brand, they have simply used interesting and nice visuals to communicate different ways they open happiness. Open happiness is their global positioning that I think is slowly being brought to India. The latest ad, that they are playing with IPL, has just a couple of young kids, sipping coke out of the same coke bottle with the jingle playing in background. Too bad I cant find it online. I would have showcased it here. A very very simple idea, executed really well. A story that tells you everything and yet leaves so much room for imagination that makes you feel good about seeing a commercial. Coke wins it hands down.

Nike
Finally, I want to talk about Nike. A friend sent this to me. And I was literally blown away by it. Yet again, a simple idea, done very well and more importantly had all the peripheral things around it, to ensure that it does well. The story of a long distance couple, trying to cross the country and come together. Nike as a footwear company enables the two to meet. And to top it all, a catchy song/jingle to narrate the story. Finally, things like free download of the track, ability to share it with people easily, comment on a global website and stuff like that is the peripheral things that make is reach more and more people.

And I guess this is it for this edition of confessions of a failed ad man. The key takeaway for me has to be the realization that best ads are about telling simple stories well and the fact that the product being advertising has to stay in the background and be a mere enabler. (Nike as footwear enables a couple to run to each other, coke as a medium allows you to share happiness, Frooti allows you to say the most difficult words ever etc.) Will add this lesson to my repertoire of marketing and advertising lessons!

End note. So writing does not really take a lot of time. It just requires some patience and some peace of mind. Ofcourse advertising takes a lot more. No wonder 😀