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Showing posts with label Ram Aur Shyam. Show all posts
Showing posts with label Ram Aur Shyam. Show all posts

Saturday, August 15

My Son's Father : 5 Things I Re-Learnt From Neo

I was a bit apprehensive how my son, Neo would adjust to this city shift - Bombay to Delhi. He took less than 24 hours!! Children are that adaptive...I have tried to spend more time with him these last two months...It's amazing how you can learn/ unlearn/ re-learn tons of stuff from your kids. In their innocence and curiosity they often make profound comments and observations....Here's what I picked-up!

1. Look beneath/ look around. I remember it was one of the first few weeks in our Gurgaon house, he ran upto me to show something, Dragged me to the 'backyard' and asked me to look at 'the thing'. With my well trained planner eyes I kept searching for 'a thing' a 'big physical thing' while Neo wanted me to show how tall the grass had grown!!

He often stops me and shows me an unusual flower, the full moon, a bird on the wire, ants in the bathroom...

2. Play and learn. Like all kids, he has an insatiable appetite for play. Kids want to play in the morning, while eating, while studying, before going off to sleep...In play they learn. Playing UNO, snakes and ladder, cricket, ludo and Monopoly has made me wonder how we can inject more play at work. Increasingly a lot of work that we( at least I do) is conceptual and creative. Being too serious and working like a factory shift has diminishing returns beyond a point. It's the play value at work that adds that extra bit!

3.Do you know my friends?It's important for him that my wife and I remember all his friends names(often I fail miserably)- Bombay school friends, Bombay Ashiana building friends, Gurgaon school friends, the colony friends, the school bus friends...

What I feel is in all the lip service that a lot of marketing pays the DM mailer often reads - Dear loyal customer, the call centre guy often calls up from your mobile company to find if you are a post-paid or a pre-paid customer!!

If it's a relationship you care, remembering names is important. Period.

4. M and H.The other week-end I had taken Neo to the Qutab Minar(achcha tower hai he kept on saying), he suddenly points out to some similarity he found between the Hindi letter 'mm' and the English alphabet - 'H'. I wondered why this thought never came to me.

Is it because our analytical minds have been trained to spot the differences more than focus on similarities...Kids are good at recognising patterns. And it would help if we could learn to relax our grey cells and hunt for patterns in unlikely places.

5. Deliver-what-you-promise. It's very important for Neo that I walk the talk. If you have promised a bedtime-story, it must be told. Neo would wait upto an hour with sleep-filled eyes to hear a 'Ram-aur-Shyam' story from me.

Kids I have realised can teach us an awful lot...Next time before we brush them aside - Accha chup raho, abhi tum bache ho - maybe it would make more sense to lend them a ear!

P.S. The picture is that of a 'digital drawing' that he made on my laptop:-)

Thursday, July 24

Ram Aur Shyam and the Power of Stories!!

Some time back I had promised myself that will pen this post about Ram aur Shyam!

Well, Ram aur Shyam were these two characters(detectives) created by the iconic India brand - Parle (Poppins) many decades back...They are not around anymore...The current Poppins tagline reads - Goli Rainbow Wali...Okay so why am I telling all this...

One fine day, as a harried father hassled for a different bed-time story every night, I decided to dig into memory and fished out 'Ram aur Shyam' from the attic of my memory!

- These Ram aur Shyam stories came as a serialised print ad on the back page of a children's magazine called 'Parag'(from the TOI group if I remember correctly, but went off the market more than a decade back)

- I loved Poppins(the differently coloured, button shaped candies - 10 to a pack) and loved these two characters who solved a crime using Poppins! Sometimes the Poppins trail led to the 'bad guy'. Other times the Poppins pack doubled up as a gun to hold up the baddie...

- Three decades later, on a whim and no particular reason, I decided to resurrect the two characters to satisfy the daily story needs of Neo...

- Little did I know that Ram aur Shyam would be an instant hit at par with Ben 10 and my rating as father which till then was trailing behind my wife by a mile would receive a shot in the arm LOL

- These stories are fairly interactive:-) Neo chooses the venue of the story every night(that's a whole new ritual)...Ram aur Shyam take a flight to that venue. So he chooses the airline as well...

- The success of these stories with my 5 year old son remind me of a sad truth : many Indian brands have often abandoned their well entrenched brand stories and carelessly moved ahead. Like Poppins did or like Ceat abandoned the Rhino story or like Air India fails to build upon the Maharaja mascot/ story...Onida had to ferret out the devil story from it's past to regain(well partially) it's voice again...

- The problem, I feel is never in the stories. It's almost always in the lack of belief in brand teams and the absence of imagination to recast them for the new times...

- Like I mentioned in the Ceat post, powerful brand narratives shouldn't be junked in a huff...There are ways and means to contemporise the plot and the characters.

- In fact the more the media gets cluttered, and the decibel level of brand hype gets raised, simple brand stories from the past might help communicate better.Stories will allow better conversation with the brand in the new social media eco-system that's getting constructed all around!

- I just hope with animation getting so evolved and games getting central to marketing to kids, maybe characters like Ram aur Shyam(and their contemporary avatars) will again find their way into the brand narrative...

Either ways, I marvel how a candy brand(mere zamane ka) came to my rescue in telling the daily bedtime stories:-)

P.S. Just couldn't find a copy of the old Ram Aur Shyam Poppins print ad...Hai kya kissi ke pass?