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Thursday, February 28

Random Note - Why Write, Just Type!

These days the only time I wield the pen is to sign cheques!!

I had quite a lousy hand-writing which affected quite a few grades in school and college! In fact, I am surprised how I ever passed some of my engineering papers. By the time I finished scribbling on the last ream of paper, it was illegible to even me!!

Anyways am happy, I don't have to wield the pen any more. On MS Word, finally I have caught up with some of my more calligraphically gifted school friends:-)

Hopefully, in another couple of years, with speech recognition software getting better, my slow typing speed will also cease to be a handicap...

Maybe finally the thinking > typing > writing...

I wonder of what use are the hand-writing sessions that my 4 year old son Neo under-takes...He will learn wriitng only to never use it in later life...Why don't schools teach typing instead. Make it compulsory...

And why don't we teach better thinking tools in schools. We need better thinkers in larger numbers today, far more than guys with great hand-writing....

Sunday, February 24

Joshi Saheb, Mudra and Dumbistaan2

I am a double amateur when it comes to appreciating music! But the songs of Taare Zameen Par and in particular the lyrics by Prasoon Joshi have been a constant earworm* for me this month!

The Filmfare award to him for best lyrics(for Maa)is well deserved. Though my favourite is 'Kholo kholo darwaze...' A matter of pride for the advertising industry...Congratulations Joshi Saheb! I am your admirer...(no I don't want a job in McCann planning...LOL)

Away from the glitz of Bollywood, Mudra won an award for Continuous Innovation and HR Strategy at Work by the World HRD Congress! Though it's a little difficult to tell from the HRD's pedestrian web-site and the India-centricity of the awards(in 2006)how global they really are!

But for an industry never really known for it's HR friendliness forget HR innovation this is good news! I hope others get inspired.

And finally I had to reproduce this e-mail sent by a friend of mine(inhabitant of youngistaan)...

hey (insert my name)....finally caught it on youtube...i watched it...n then i watched it again thinkin that maybe i'm slow n maybe i missed the point in the ad....but this defintely is one of the crappier ads SRK has done and lil ranbir is getting quite a reputation for behaving nonsensical...deepika looks way better in anythin else that i've seen her in...she looks like just another girl in this ad...all she hadta do was stand n look pretty but cudnt manage that here...they shud've gotten the same make up artist they used in OSO!!!! lines are drab...idea is moronic...acting is so-so...actually everything about this ad is crap...also read the interview by XYZ of JWT...XYZ may be able to sell the interview to a few weak minds but definitely won't sell any pepsi with this strategy...this calls for a change of agency, people!!!!

Hey guys...I didn't make that up:-)

*Earworms is a term for a portion of a song or other musical material that becomes "stuck" in a person's "head" or repeats against one's will within one's mind...Check wikipedia for more details here

Friday, February 22

Dil Peechha Karta Hai Dil Ka....

Watch the video here!
Tere ishq mein apni manzil ka...thus goes the new viral video from SimplyMarry.com! Watch it here on FireandIce.co.in

Simple, clean, hummable track with cute animation - dil karta hai forward karene ka... Ab yeh 'Youngistaan Hai Meri Jaan!'

Wednesday, February 20

The Feminisation of the Internet

Meraj forwarded me this link from NYT. Thanks Meraj, somehow it feels you still work for me(and that too without pay..LOL). It's an article of how more girls than boys are creating content on/for the web!!

Come to think of it there are more and more women creating content on the web or are more conversant with technology in India as well. The other thing is many of the content-creating guys have a strong feminine side to them(including you Meraj and me:-)

Some key points from the article...
1. Among the youngest Internet users, the cyberpioneers of the moment are digitally effusive teenage girls.

2. A study published in December by the Pew Internet & American Life Project found that among Web users ages 12 to 17, significantly more girls than boys blog (35% of girls compared with 20% of boys) and create or work on their own Web pages (32 % of girls compared with 22% of boys).

3. Girls also eclipse boys when it comes to building or working on Web sites for other people and creating profiles on social networking sites (70 percent of girls 15 to 17 have one, versus 57 percent of boys 15 to 17). Video posting was the sole area in which boys outdid girls: boys are almost twice as likely as girls to post video files.

4. A Pew study published in 2005 also found that teenage girls were the primary content creators — but the gender gap for blogging, in particular, has widened. The findings have implications beyond blogging, according to Pew, because bloggers are “much more likely to engage in other content-creating activities than nonblogging teens".

It's interesting. The idea that the gender of the world wide web might be changing over time...Mental Bookmark.

Picture Source : www.jupiterimages.com

Monday, February 18

The Danger of Getting Dooced!!

Came across this word - Dooced at the Urban Dictionary

dooced : Getting fired because of something that you wrote in your blog.

"Blogger Heather B. Armstrong coined the phrase in 2002, after she was fired from her Web design job for writing about work and colleagues on her blog, Dooce.com" (Source: Yahoo.com)

Last October, Delta Air Lines flight attendant Ellen Simonetti was fired, she said, for what her supervisor called a misuse of uniform. Simonetti had posted on her personal blog, Queen of Sky (now called Diary of a Fired Flight Attendant), pictures of herself, in her uniform, on an empty plane. Her blog also contained thinly veiled work stories.
(Yahoo! News)

Thank God for low internet usage and lower blog readership in India!! LOL
Picture Source : www.blogwriteforceos.com

Sunday, February 17

Youngistaan - Quite Dumbistaan



Saw the new Pepsi film on air. It's been talked about in ET and agencyfaqs

I found it quite dumbistaan. Though, my wife says am too old to evaluate 'youngistaan':-(

SRK is wasted and frankly as Deepika's bade bhaiyya, in the immediate aftermath of the sizzling pairing with her in Om Shanti Om is a bit off-putting!!

Ranbir looks stupid as always! But maybe, it's just me and my blogistaan that thinks like this...

And yes, one more thing! For a brand that's so Youngistaan and all that, it forgot to upload the TVC on either agencyfaqs or youtube-istaan!! LOL

Thursday, February 14

The Great Pink Stink

This day, last year had written this post.
It's Valentine's again & pink is haunting like a ghost!

Roses & hearts & Archies are back with a vengeance.
Painting malls, pubs, skylines, all the Bandra fence!

Raju Srivastava on Radio, was good in cameo parts.
Annoying as hell he is as the new ambassador of hearts!

Diamond talk is the new topic of the week/day.
As if they are unripe Alphonsoes sold in May!

Dr. Mallaya launched a vodka coloured PINK.
Cars, condoms, caviar marketing - all blushing in sync!

Raj Saheb, if you are feeling out of work.
North Indians ko chhodiye, focus on these jerk(s)!

Akhha India is threatened by love-virus PINK.
Somebody please help harpic this new urban stink!

Tip: Buy your roses tomorrow, it's not a big deal.
Your Valentine will be livid, but you will get a great deal!!

Happy Valentine's Day:-)

Wednesday, February 13

What do the advertisers get in exchange4media?


Well above is the screen grap of exchange4media...Since there is hardly any content on this page, I have never really bothered to look at any of the ads...

I think the scientific term for this is inattentive blindness:-)

Dainik Jagran, Vanita, Radio One, Radio Dhamaal, Big FM, Dainik Bhaskar, Jagran Solutions, Sahara One, Radio Mirchi, Outlook - that's some 10 brands trying to get my in-attention...LOL

Clutter is as bad in virtual real estate as in the real world!

I feel it's the worst designed media web-site...But maybe exchange4media has high-resolution retinal scan to measure effectiveness and eyeball-enthusiasm:-)

Saturday, February 9

Biztech2.0 - New Kid on the Block

Few days ago, exchange4media reported the launch of Biztech2TV. You can read the write-up here...

- It's a Web18 venture. BiztechTV gives TV-style programming on the Internet!

- Biztech2.0 promises incisive, crisp and business-centered content, offering business technology decision makers never-before-seen videos(their claim), in addition to News, Features, Interviews, Reviews, Case Studies, White Papers and more.

Of course with the f***ed up broadband access I have through the reliance data card, it was impossible to download any video!!

This looks like a media magazine meets youtube meets TV meets reportage.... Hope they live up to the promise/ hype!

Friday, February 8

Brand Blogs - Hat Na Re

Read this write-up in DNAindia on branded cartoon characters.

- Mumbai-based Phonethics is one firm which is tapping into the new opportunity. It has developed around 20 characters and is licensing them to various brands. (But my 7 min minute google-n-yahoo searches couldn't get me the web-site). Help!

- Sometime back, when Sony introduced Chaalbaz No.1, it used Mian Fekoo, a character based on a street poet, from Phonethics. Content in the form of videos, experiences and ideas were then posted on a blog, where nearly 25,000 hits were generated.

- Other characters include Farmao Jaan, Mr. Madhuri and Bhakt Harvakt. All of them have certain unique traits and mannerisms. Phonethics is now planning to create around 150 such characters!! Must say, they look and sound quite kewl!

- Phonethics clients include Tata Motors, Sony Entertainment Television and Nokia. Nokia is also planning to have a similar strategy for the launch of N82 and has roped in the company to design a character!

I feel these characters are important to mainstream digital platforms and offerings. Used well, they can demystify technology.

Technology brands need to hand-hold the consumers (early and late majority) and educate them a lot. And these characters can help do that!

Monday, February 4

Tera Kya Hoga Johnny

Was reading Sudhir Mishra's post on the making of 'Khoya Khoya Chand'. You can read it on passionforcinema.com

Tucked at the bottom is this small reference to his forthcoming movie - 'Tera Kya Hoga Johnny' - a film about three people who wonder what’s going to happen to Johnny, this little street kid who sells coffee on the road.

He wonders what’s going to happen to them. They are all going haywire.

It’s about Bombay now. It’s also interesting to capture this transitory phase in Bombay. How it’s changing. The whole city is changing, in terms of architecture, the spaces. How they are being occupied by one kind of thing – malls, offices, commercial complexes.

The city is being taken over and in this transitory phase there’s this little kid who sells coffee.

Some time back, I had had similar thots on/about Bandra. How the quiet, quaint bylanes have been taken over by the builder lobby. Small cottages being razed to make way for ugly(mostly), glass-n-chrome highrises!

Steel over sensibility, aggressive architecture over aesthetics, business clamour over creative calm...Tujhe Kya Ho Gaya Bandra:-(

Saturday, February 2

The Size of Thoughts

I had/have a book by this name. By Nicholson Baker - a contemporary American novelist, whose writings focus on minute inspection of the narrator's stream of thought.

Baker is difficult to follow. Past attempts have been bouncers. But I love this phrase - the size of thoughts...

So, I decided to compile 10 Size of Thoughts Thots:-)

1. Very often, my immediate pressing work requires very small sized thoughts. Nano thoughts. Sometimes, no thoughts at all.

2. If we are satisfied with mid-sized thoughts, that's all we will ever have!

3. The company we keep, affects the size of our thoughts. Some people, organisations just shrink the size of your thoughts! Stay away from them...

4. Children have a habit of why-chaining(aisa kyun hota hai) everything! Their constant company can increase both the size and the shape of one's thoughts!

5. One person can change the size of thoughts of a country, an industry - Gandhi, Ratan Tata!

6. The more we stay with a problem, the more the size of our thoughts increase!

7. In advertising, who has the thought/ or sometimes the department of thought determines the size of thought:-)

8. Has constant blogging increased the size of my thoughts?! Decreased the size of my thoughts?

9. Do you only wonder about the size of thoughts related to work? What about the size of thoughts outside of work? For a social cause, any cause...

10. Have you noticed how News TV is squeezing the size of our thoughts?

I don't know whether it's making much sense...But I enjoyed the shape of these thots if not their size:-)

Monday, January 28

Mobiquity

Just put the finishing touches to my paper for Atticus this year.

Called Mobiquity = Mobile + Ubiquity, it's an attempt to look at the near future impact of the ubiquitous mobile phone!

Zillion thanks to Reshma, who did the quali research for the same & co-wrote it...

We looked at the device, the interface, mobile through an emerging market lens as well as the techno-social impact of the phone!

This surely ranks amongst the coolest research work I/ we did in a long time!

Will soon write a column to share the findings in the public domain!!

Saturday, January 26

Digital is Unevenly Distributed...


On Monday, Jan 21st, Tribal DDB Worldwide became the first Digital Shop/ agency/ global digital brain to Win the Ad Age Global Agency Network of the Year!!

Big Congrats to them!!

This marks the first time in history that a digital company has won this honour!

You can check the full story here

Maybe, things will change from a 30sec obsession to more digital solutions in India as well...

Although, have you ever heard a Balki, Piyush, Pops, Chax, Aggie, etc. talk about the internet, new media, digital, UGC...I haven't! LOL

Prasoon might be an exception. He did talk about Second Life in a ET/ DNA article last year...

The digital lead is already being taken by the likes of Tribal DDB, Webchutney, PC Webwise, Pinstorm, Quasar, Creative Avenues, etc.

Later WPP, IPG and Omnicom companies will buy them at fat sums:-)( Quasar was lapped up by WPP Digital a short while ago)

At the moment, digital is unevenly distributed - the thinking, the creatives, the planners, the urgency, the talent and the CEO priority...

Tuesday, January 22

Bono-vita 2

It's been a busy week till now. Meetings, travel, more meetings...

Planner time is the most elastic resource in an agency. It can be consumed for almost anything!

On days like these, I always perk myself with a glass of milk, a spoon of Chywanprash and some Bono-vita(just kidding)

Edward De Bono-vita thoughts...
1. "The ability to send hundreds of e-mails does not ensure the ability to write something intelligent or amusing."

How about an e-mail free day every week? And then check employee productivity! Or our own. What about Thursdays? :-)

2. "Everything is fine but the ship is still heading in the wrong direction."

Have you had that feeling lately?

Wednesday, January 16

Less Gas, More Ass


Was browsing through the year end Outlook magazine, Images 2007! Spotted this unique Naked Eco-activism/protest against oil dependency and car culture!

The photographer is Spencer Tunick...Cyclists in London, Paris, Amsterdam, Vancouver, Madrid have joined the 'Less Gas, More Ass' movement!

Mumbai is next on Spencer's itinerary LOL

There is a whole lot of creativity that is required in the eco-activism space with or without ass-baring!

Mental note - think about the 'Mumbai Batti Band' campaign...What can be done to actually cut down the metro's electricity consumption even as the Reliance IPO shrieks Power On. India On:-)

Saturday, January 12

Kick Ass Manifesto

You can read it better here!

Stumbled upon this kick-ass manifesto of Webchutney, amongst India's hottest/ coolest digital full service agencies...Have a dekko at their blog here!

Don't think any Indian traditional offline agency has a blog yet! Correct me if I am wrong!

You can find 3 real cool webchutney virals here...(viral classics like Thakur Ka Inteqam, Makkad-man and Ali Baba(done for the Airtel ring-tone) LOL

Friday, January 11

Who Needs Advertising When You Have a Nano!

By now you must have heard & seen it all. The Buzz. The Bytes and the hottening Bazaar for the Nano.

The giga byte Nano surround sound!!

I can't remember when was the last time I really got excited about a car launch(actually any product)!!

A friend called me excitedly as CNBC broke the launch story from the Auto Expo...

In the evening I caught up with a high-decibel and a not-so-high quality debate on NDTV with Suhel Seth, R K Pachauri(noble winner), Sunita Narain(Centre for Science & Environment) and Medha Patkar...

Had a debate about the Nano with my wife in the morning over chai! Thought about it(about the road congestion, about buying it, about gifting it:-) about getting it's ad account) all through yesterday!!

Sample the headlines in the various dailies today...

HT - H/L : Small wonder
Body Copy : It is green, it is global, it is Indian. It costs a lakh and it
is called the Nano.

TOI - H/L : Tata Reinvents the Wheel
Body Copy : Others said No. Tata said Nano

HT Mint - H/l : Tata Small Car Throws a Big Punch
Body copy : Ratan Tata's personal quest ends in a winner!

ET - H/L : Nano Second to None
Body Copy : Dream car's brush with history

Indian Express - H/L : 1 lakh car drives 1 billion dreams
Body Copy : Little Nano, the big thing!

As I open my gmail in the morning, my friend and benevolent spamster - Ramakant has already sent me a Nano pix and sound bytes & another friend has sent some stories about the making of the Nano!

However, in sharp contract to the Giga Buzz, the paid ad by Rediff(Full Page in TOI) was quite mediocre(though the car looks beautiful in the layout), low on energy and perhaps quite unnecessary!

The Rediff Nano ad reads...
H/L : It's here. The new Tata Nano
To end all speculation, debate and talk!


Okay, thanks for telling me that!! But Mr. Advertising Agency, you are 24 hours late, got nothing new to tell and need a better copy-writer. Try HT, Indian Express...

Of course, I maybe too immersed in the Nano; but so is the nation...And as communications people, who need to have a pulse on the nation's psyche...this ad should have been done differently(if at all)

Quick thoughts on how I wud have done it...Actually, no why give ideas for free:-)

But the point is it would have paid(like hell) to take into account the context of a national frenzy around a dream car. Plug into the conversation of the people. And I don't mean higher SEC people who e-mail, search, blog, twitter, orkut, facebook it only!

Plug into even the choupal conversations, the adda, udipi, nukkad conversations...(Maybe it's all coming around the corner. Maybe this rant is a bit early...)

But for God's sake, add something to that conversation. However, Nano it might be or get out of the way and save some precious media budgets!

Let TOI, Aaj Tak, Dainik Jagran, Punjab Kesari and Saamna do the job well.

Nano is a small car but a big paradigm shift! Can advertising build a philosophy around the car?

It's not so much about positioning. In the long run, it's more about the new priorities and the complex questions (environmental, ethical, etc.)that the Nano will throw up!

Can Nano be the desire to celebrate 'Less is More'. Of reducing the carbon and other foot-print, of using less resources....Then communication has a role!

Otherwise, to sell a cute 1 lakh car, who needs advertising!!

Wednesday, January 9

Bono-vita

"If we ask children below the age of 10(maybe lower) to draw a spacecraft, they will design their own design.

After the age of 10, they will draw a rocket with N.A.S.A written on the side!!

We think we like children to be children but create conditions( generally speaking) where they prefer to act like adults as soon as possible:-(" - from Edward de Bono's book 'New Thinking for the New Millennium'

Sunday, January 6

The Salt Curve

I want to do a Edward de Bono week...I came in contact with this father of lateral thinking at the 'dilli gate' second hand book bazaar over a decade back(maybe more...)

Since then I have been regularly snacking on his ideas and concepts. It's a bit difficult and exhausting to read a Edward Bono cover to cover, but snacking Bono regularly has been both delicious and healthy!!

In his book, New Thinking for the New Millennium, Bono has argued that our judging system is flawed as we believe that 'if something is good, then surely more of that thing is better'!

No salt in the food makes it bad/ bland. When we add a little salt,it tastes good. But if we add more of the salt, it tastes bad again!

Technology is good. So more technology is better. However, it took more than two decades for worker productivity to actually rise after computers were first introduced in offices in the US.

Communication is good. So more communication is better. But I feel there was more information, more emotion and better communication in the monthly letter I wrote to my parents during my engineering days than the daily staccato communication on the mobile phone!

Blogging is good. So twitter is better!! Highly questionable I feel...

Humour in ads is good. So more humour in all ads is better??

Information is good. So more information is better. But 100 slide power-points often have less to tell than a 20 slide presentation!! More information might actually clog human decision making ability. And intuition tells me is the number one planner malaise:-)

de Bono's Salt Curve is therefore a great concept to keep in mind when devising communication solutions!

Friday, January 4

The Young in India : 18 to 80:-)

Nice article by Vir Sanghvi in HT Mint where he questions why India doesn't want to give power to it's young in various walks of life. You can read the entire article here.


Big chunks from the article...
1. A couple of weeks ago, The Observer(London) bragged about a generational change in the UK. Prime Minister Gordon Brown(age 56) is increasingly being seen as too old and too tired to inspire the country.

In the same week, the BJP named L.K. Advani its prime ministerial candidate. If Advani ever gets to be prime minister, he will be more than 80 by the time he moves into Race Course Road.

The present incumbent, Manmohan Singh, is in his 70s. His rivals for the job within the Congress (Arjun Singh, Pranab Mukherjee, etc.) are the same vintage.


2. David Cameron(the Conservative leader) who may well defeat Brown at the next election, is 41. Which is almost the same age as Rahul Gandhi. And we regard Rahul Gandhi as too young to become a cabinet minister.

3. On media. Rajdeep Sardesai and Barkha Dutt are young editors of TV channels. But most of their counterparts in the TV and magazine world are over 50. Both Prannoy Roy and Raghav Bahl are far older than Sardesai.

On the entertainment side, Kunal Dasgupta (Sony) and Pradeep Guha (Zee) are in their 50s. The vast majority of print editors are 50 or older.

Shekhar Gupta, at 50, is probably the most youthful, but N. Ram, Aveek Sarkar, Vinod Mehta, Aroon Purie, Prabhu Chawla, M.J. Akbar, Chandan Mitra and Mrinal Pande are all 50-plus. So are both of India’s most powerful press barons. Shobhana Bhartia, vice-chairperson of HT Media Ltd is 50 and Samir Jain is probably three or four years older.


4. It is the same with business. Even if you take Ratan Tata (70) out of the mix, just look at the ages of the high-profile industrialists who have come to symbolize the new India: Nandan Nilekani, Mukesh Ambani, Anand Mahindra, Sunil Mittal, etc.

They are all around 50 or more (the exception is probably Kumar Mangalam Birla, who is much younger, but he took over the family empire in unusual circumstances).


5. Sanghvi claims he doesn't have answers to India's obsession with the old young! His guess is that India defines youth differently from the rest of the world.

In the West you are ready for a second career when you reach 50. In India, that’s usually the age when you’ve only just reached near the top in your first career.

Isn’t it time we took demographics into account and recognized that an “emerging superpower” cannot be run by emerging pensioners?

Tuesday, January 1

On Being Creative 1

I have been struggling to write this first post of the year. Planners block in week one is not a good sign:-)

But I wanted to write about something happy, hopeful but most of all on the subject of being creative!

Luckily for me I stumbled upon Hugh MacLeod's(of the gaping void blog fame)this very old post(by life-on-the-web-standards).

Hugh is an ex agency copy-writer turned marketing strategist. But he is most famous for his cartoon-on-business-cards-concept(am a newly converted fan of his).

You can read the original post - 'How to be Creative'here

Here's my selection from the original spiked a little by my personal experience...

1.Ignore Everybody
And that includes EVERYBODY. Of course not all of them together and not all of them all the time!! LOL

Your spouse. Your parents. Your boss. The once-upon-a-time-mentor. The good-friend-who-always-thinks-good-of-you. The featured-in-the-Brand-Equity-Power List CEO type...

The more original your idea is, the less good advice other people will be able to give you.

2. Everyone is born creative; everyone is given a box of crayons in nursery.

The silo system puts all sorts of department labels to shut you up. But never lose your voice. Don't under-rate your inherent creativity. Write with your heart about the brand. Think taglines while you think strategy or run errands. Better the body copy of the ad if you can. Romance your brand in words slapped on gettyimages!

Think media neutral solutions. Think fearlessly. Talk about them. e-mail them to other people. Blog about them.

As a planner I have written print ads for clients, read out TV scripts at new business pitches often throwing the CD in a fit of shock, have written 360 brand narratives in new business and more over the year.

It's bloody tough & frustrating at times. But it's doable. And there's always a way for the creative mind:-) Like they will call a planner ad a brand print and other such non-sense! But stay on course. Enjoy the game!

Listen to the little voice(of creativity inside you) or it will die... taking a big chunk of you along with it.

Life has a little box of crayons for all of us. We didn't fear them in nursery, why fear them now?


3. Keep your day job.
THE SEX & CASH THEORY: "The creative person basically has two kinds of jobs: One is the sexy, creative kind. Second is the kind that pays the bills. Sometimes the task in hand covers both bases, but not often. This tense duality will always play center stage. It will never be transcended."

For me this blog is SEX, enduring endless-pointless-meetings CASH.
Leading projects like 'Future of Mobility' SEX, doing 'daak bangla' research CASH
Thinking about planning and creativity as part of my day job is SEX, living 3 days a week in Delhi CASH:-)and Jet miles LOL

4. Hang out with a Changing World
Some people are hip to it, others are not. If you want to be able to afford groceries in 5 years, I'd recommend listening closely to the former and avoiding the latter.

That means hanging out more with the really creative people not labels and visiting cards, the freaks, the real visionaries, than you're already doing.

Thinking more about what their needs are, and responding accordingly.

It doesn't matter what industry we're talking about- architecture, advertising, petrochemicals, journalism- they're around, they're easy enough to find if you make the effort, if you've got something worthwhile to offer in return.

Avoid the dullards; avoid the folk who play it safe. They can't help you any more. Their stability model no longer offers that much stability. They are extinct, they are extinction.


In the past year and a half, it's the conversations with people
outside my department
outside my company,
outside advertising,
outside India,
outside my comfort zone,
outside of what I know that have been really insightful....

The insiders haven't had much to offer:-)

5. Nobody cares. Do it for yourself.

6. Don't worry about finding inspiration. It comes eventually.

7.The best way to get approval is not to need it.

In 2008 and beyond, we will have to get used to a world that will gradually not look like the world in which we have worked till now.

The agencies, our jobs, the power-equations, the concept of what's creative, the supremacy and primacy of 30sec commercials, creativity in the digital domain will require all of us to be more creative in whatever we do...

Related posts on the subject of creativity- The New Creative, Where's the Glue Around Here?, Open Source Creativity

Monday, December 31

Person of the Year : Ashish Khetan

I want to dedicate the last post of the year to the gutsy, ballsy Tehelka reporter, Ashish Khetanwho exposed the men behind the Gujarat pogrom of 2002!!

Of course, now with the election results and Modi back in the saddle, the landscape of debate has changed. Mass media(with few exceptions) is singing hymns of the man's iron-will, economic savviness, political ideology and more...Modi masks are doing brisk business & the Moditva TRPs have over-taken saas-bahu soaps...Judging by the history of judicial probes into riots and government excesses, I don't think the rioters, rapists and murderers will ever get punished!!

But hats off to Tehelka, Tarun Tejpal & his editorial team and in particular Ashish Khetan, who carried this audacious sting operation over a 6 month period, risked his life to bring the gory facts to light.

You can read the cover-story(Tehelka Nov 03,'07 issue)here...

You may like to read another thought provoking write-up by Tarun Tejpal(To Kill A Party, Tehelka, Jan 12 issue)...

From the column "Do we wish to travel on the miraculous road the founding fathers forged: democratic, liberal, inclusive, modern?

Or are we going to careen off into jingoism, bigotry, retrograde religion, and the powermongering of political-corporate cabals?

As a people do we look to becoming modern or merely prosperous?

As a people do we understand that a free society, a democracy, is not just about winning elections but about creating and sustaining institutions that strive for equality, justice and fairplay?

Might is not right. Majority is not right. Money is not right. In the good society, only right is right. And we all know, at all times, the difference between right and wrong.

Saturday, December 29

The Future of Entertainment

Just read my blog friend Neil Perkins's detailed post on the 'Future of Entertainment. Since many of the trends 2008 pieces in the Indian media-sphere have been quite vapid and vacuous, catching up on this post was quite a relief...

Neil, allow me to quote from your post and salt & pepper it with my India-centric thots.

1. Entertainment is becoming more fluid and flexible, interactive and active, individually defined, networked, varied in time, location and place...

2. Growing affluence underpins higher expectations. Even children have increasingly sophisticated demands. They are not confined by traditional constructs of consumption!

Just this morning, my 4 yr old son, Neo asked his Nani for a 'real mobile'. He was specific & assertive - 'Khilona nahin chahiye. Baat karna hai'!! Our own expectations from customer service, vacations, lifestyle, fashion & technology brands have grown exponentially and continue to do so...

We are all on a hedonistic consumer treadmill. We need better experiences to give us the same or less kick!

3. There is a powerful role for the shared collective experience (seen currently in the growth in live music, and strong demand for sports viewing).

This is one area where we cud spend some time in 2008. Brand conversations, activities and planned actions largely happen with a one-to-one marketer mind-set.

4. Networks of communication are already ubiquitous but our understanding of their full potential and operation is still pubescent. But huge potential exists beyond the blogging phenomenon and current popular networking sites for evolving forms of creativity and expression.

Ad agencies will take a while understanding the potential of community communication here in India. My guess is that media agencies, digital out-fits and new web based entrepreneurial companies, small and mid size will show the path. Then maybe the large networks will wake up and shake up!

5. A growing proportion of the population is and will be consistently multitasking. According to this research, people are currently fitting in more than 7.2 hours of additional activities into the average day!!

- How do I calculate how many more hours did I pack in my day in 2007??
- So do we do MGFs(Multi Tasking Group Discussions) now to elicit new behavioural patterns?
- And how do we measure attentive eye-balls!:-)
- How does it impact the 30 sec commercial, or the viral video.
- Do we need a new guy, say called the Media Landscapist to do the thinking around this subject...


6. The ‘new meaning of luxury’ is about time oases and getting away from it all. And reinforces the long term demand for the ‘bring it on’ realm of media-delivered entertainment on TV and magazines, as well as creating interesting links to the ‘cult of the home’ with home as primary site for downtime, in our busy, choice-overloaded daily lives...

- Hey, this trend I had predicted in 2002-03( pre blogging days). Had written a piece called the 'Division Economy' back then. Maybe it was ahead of its time. LOL
- Will this new time oasis be age dependent?
- Is it a big enough business to leave my planner job and jump into? LOL


Thanks Neil for getting me thinking as always and Happy New Year buddy!

Tuesday, December 25

Change Story - Letterman

G. P. Sawant, 61, estimates that he has written more than 10,000 letters for people who were unable to do so.

The frenetic pace of change in India has been captured and replayed to us to death by planner power-points:-) and research dockets.

But Change I feel is best captured in stories...

So here's a nice story of a man who made a living by writing letters(what are they??:-) for the unlettered before the communication/mobile revolution took India by storm.

The story was forwarded by Meraj. It appeared in NYT.

Sunday, December 23

A Legend Hangs His Boots

Friday was the official farewell of Mohammed Khan - our out-going Chairman and creative honcho. Pity, I never got to know him well/actually at all. Last couple of months, he had mostly been on leave or on baton-passing-role...

Mohammed has been involved in setting-up of some of India’s best-known creative agencies today. He was one of the co-founders of Rediffusion in 1973, came on board to start Contract in 1978 and finally in 1983, started Enterprise.

He has been involved with/ built iconic brands like Raymond, Charms, Lakme and most brands that had their origins in the 70s and 80s.

Mohammed modestly says: “Half the credit should go the clients, we had excellent relationships.” “In fact, that’s one thing that’s missing today –– agency relationships with suppliers, photographers, directors etc, which made them give that little extra. That was what made the difference between good and great.” (ET)


Most of the advertising honchos were there - Ranjan Kapur, Piyush, Prasoon, Balki, ...along with the Bates team with Sonal and Subhash!

The high-point of the evening was Tom Alter(a close friend of Mohammed) reciting Ghalib with lot of passion & feeling to a youngish crowd, who listened impatiently with little understanding of the Urdu language or the nuances of Ghalib...

Though I was a bit inebriated on Sula red wine, managed to take some pix and catch snippets of eulogising speech and random spice:-)

1. Lets start with Mohammed. A legend. He thanked three people in particular in his warm, avuncular(though have heard stories of his temper) style. Subhash Ghoshal for rehabilitating him at Contract. His client Sunny Pillai of VST industries for writing a cheque of 10 lacs that enabled him and Rajeev Aggrawal(also present at the party) to start 'Enterprise' and Raghu - a soulmate and co-worker of many years!

Mohammed also said that he had two big worries. Both of which seem to have been resolved. The first being what would he do after retirement. But then he recently saw Alyque with a smashing babe and thought that life after advertising might not be so bad after all LOL. And after Sonal taking over the creative leadership at Bates, his second worry has also been taken care of...

And his friendly poke at Ogilvy while introducing Sonal was - "Piyush, watch out your ass!!:-)"

2. Ranjan recalled the famous Khan remarks during the heydays of Enterprise- "Ogilvy is just a middle of the road agency" and "the reason that Ogilvy claps so hard at award shows is that they have little else to cheer about"!

3. The streaky haired Sonal had this to say - "Mohammad saab, aapke itne bade jootey aur hamare itne chhote pair, kam se kam hamare pairon ka size toh dekh liya hota"...

All in all a nice warm party, a sentimental send-off with a good blend of veterans from the past and the present.Tom Alter, Juhi Babbar & Rajeev RajaRanjan & MohammedSonal & Mohammed

You can read a Mohd. Khan interview at Nita's blog here...

Friday, December 21

The Future of Futures

Around this time last year, I was busy trying to predict(in my little, limited way) the possible trends for 2007. Have a look here(2007 - 50 Drifts)...

This time around, I have had the benefit of staying connected with online networks and the global wisdom for over a year and I find the world more complex and chaotic than ever before...

I don't feel the courage or the necessary talent/ wherewithal to even attempt a look into possible futures:-)

However, I came across this nice read on economist.com on 'The Future of Futurology'.

The message is simple : Think Small. Think Short.(SHUT UP)and Listen!

Image : Courtesy - gettyimages.com

Vinod Mehta Ko Gussa Kyun Aata Hai

Just read a good speech by Vinod Mehta(editor-in-chief, Outlook group of publications) on afaqs. Since it's getting harder and harder these days to read/ view good content in the Indian media-sphere, any good content must be re-purposed and circulated:-) May the tribes of men/ women like Mehta increase...

You can read the full article on agencyfaqs here...

Snack bytes
1. He touched upon the media’s myopia regarding how its credibility is being eroded. To the extent that journalism today is often confused with being part of the entertainment industry.

2. Once you treat the media as if it is no different from running an ice-cream parlour, journalism loses out to commerce.

3. As journalists we need to remember that a newspaper’s credibility is like the virginity of a woman. You can lose it only once.

4. "I say this with much humility, but brand managers, with honourable exceptions, are congenitally incapable of understanding the nature and purpose of journalism. They simply cannot understand it by virtue of their background: which is sales in order to maximise profits. They can never understand that content is more, much more, than what readers want. It also has a social dimension. Thus, content is a mix of what the reader wants and what he does not want. The trick is to marry the two and make money."

5. Ladies and gentlemen, in my nearly 30 years as editor, I have heard a lot of nonsense talked about journalism and its role in India, but this piece of nonsense - 'The reader is King and give him what he demands' - is outrageously and self-evidently absurd and dangerous.

To demolish it is urgent. To let it become the benchmark of our profession is to put in peril everything we have worked for in 60 years.

6. We must lead readers, not be led by them. Really great journalism must do more than merely give people what they want. There has to be room for the unexpected, for stories the public has no idea it wants until it sees them.

What Mr. Mehta rants about is not a phenomena restricted to print or TV media. This senseless and gut-less pandering to 'this is what the consumer wants' ails advertising as well. Read a related post here...

Thursday, December 20

The Diminishing Return On Taglines

After more than two weeks of 'Zero TV'(just a few DVDs), switched on the tube. With little Neo around, watched Tom & Jerry, Mr. Bean and Ben10(hope I remember the name right!!).

Then switched between the half a dozen(lesser) barely sane News Channels and loads of ads...Some ad tagline triggered this train of thot...

1. The one-word-creative-brief and the creative leap has resulted in a whole factory of brand taglines of the 'xyz de' format...

Hilaa de, Pilaa de, Ghumaa de, Jalaa de, Dhikhaa de, Bataa de, Jeeta de

2. At first these 'xyz de' ads were genuinely funny, then there were occasional bright sparks, then they became a Big Bazaar commodity product and now they are mostly pakao spam ads on TV. At least they appear to me:-) Disagreements invited.

3. The thing about these 'xyz de' taglines is that one mostly attributes the tagline to the wrong brand, or even the wrong category and mostly never remembers the message(if there is one)...

4. Fleeting thot - This 'xyz de' tagline hype is in such sharp contrast to the general conversational tone of the web, blogs and the tweets...

5. I feel the 'xyz ads' have mostly diminishing returns today. With the odd exception of say a Mentos where 'Aam Zindagi vs Mentos Zindagi' is a clearly differentiated brand turf, the rest are largely creative indulgences at the expense of the client's money!!

6. So what's the solution? I think it's time we looked at ads sans taglines. There are simply too many of them. We don't need them. Because I suspect people don't register and definitely can't keep track of them anyways. Tagline Overload - especially if you are the 25th candy brand in a cluttered market.

7. So what's the solution? Focus on creating enduring/ endearing symbols/ icons(Mc Donalds), memetic concepts(Wah Sunil Babu, Badhia Hai variety), sticky concepts that can be built into a brand world-view(yes even for a candy brand), a micro-site to engage, develop the thot. Maybe a combo solution. But definitely not a 'xyz de' tagline...

8. There ain't no easy solution. Especially with a generation of creatives in India raised on the belief that 1-word briefs and 3 word taglines will Sab problem solve kara de!!:-)

There is no "Chutki Mein Suljha de" solution here...LOL

Tuesday, December 18

No Entry To Brands

I hate the term social media. I feel it lowers the value of both 'media' and the concept of being social. The term is just a convenient envelope to help brands/ commercial media trespass into the private space of people more indiscreetly than ever before!!

Some time back had stumbled upon this post by Richard Huntington which splendidly captures my sentiment. Do read the post.

By trespassing on spheres of conversations between real people, brands reveal their fake selves even more quickly than before.

Social media must not end up being a 'Selling Ground' for brands...The sooner marketers realise this, the better. Because the people out here are smarter, with more IQ, more EQ, more creativity, more environmental sensitiveness than what mass market brands would have ever come across!!

The cost of a backlash to an intrusive brand sales pitch could be quite high in the long term!!

Monday, December 17

C2B2 + OSO

I saw the movie(musical) Chitty Chitty Bang Bang(C2B2) with little Neo in Munnar some days back...Loved it.

From wikipedia - Chitty Chitty Bang Bang is a 1968 feature film with a script by Roald Dahl and Ken Hughes, and songs by the Sherman Brothers, based on Ian Fleming's book Chitty Chitty Bang Bang which he wrote for his son, Caspar!!

It's the enchanting story of a Magical Car. The film was directed by Ken Hughes and produced by Albert R. Broccoli, of the James Bond films fame!!

Back home was flipping through the TOI and the weekly column by Santosh(Desai) called City City Bang Bang written in his inimitable style and the trademark command over the language...

With C2B2 fresh in the mind as a different back-drop:-) couldn't resist capturing my stray thoughts on the subject of OSO and nostalgia entwined with Santosh's observations.

1. SD - "At a time when there is so much talk about the future, why are we looking(through films like Om Shanti Om) so much to the past? Shouldn't this be a time to reimagine the future in new terms rather than sigh nostalgically about dog collared shirts and polka -dotted trousers?"

My own hypothesis about OSO is that it's amongst the most successfully marketed 'remix/pastiche' Bollywood products of recent times.(see post on OSO) There is a huge charm of the re-mix. We have now lived through a re-mix decade as far as songs are concerned. Here comes the first re-mixed movie.

And it's different from a remake. Farhan's Don was a remake...OSO is a remix. Where the story, the structure, the context are all remixed to give a pastiche product!

2. SD - "We take the reality of the 70s and paint on it a coating of the hyperseventies. The seventies we remember are all electrons and sound rather than flesh and blood... An actual 70s movie is not aware of its temporal displacement and takes itself seriously. In doing so, it becomes fodder for retrospective irony. What we like most about the 70s movie is that it's behind us safely enough for us to enjoy it. It exaggerates our bumbling inadequacy and now that we are perched atop some affluence, now that our vantage point is lofty, we can chuckle with affection at who we were then."

But what of the generation who don't remember the 70s. Or who are born in the 90's or like little Neo( all of 4 years) who adores SRK and dotes on Shanti:-)what product have they consumed in OSO. Obviously, it's not nostalgia. It's slick, entertaining paisa wasool low brow remix.

That's the product and that's it's allure...It just has a veneer of the 70s. For that matter Farah could have chosen a veneer of the 60s or the 50s. My guess is the final product could still have been the same!

3. SD - "But the question is whether nostalgia is at all a form of memory. We have no desire to remember the past in most other arenas. Memory when intact seems to be inadequate. It is only when it is reconceived that it interests us. And that is perhaps key to the nostalgia we are seeing today.

OSO celebrates our present by going back and irrigating our past."


Finely argued and eloquently expressed. But the remixed OSO I maintain has just a veneer of nostalgia. In a frenziedly active and globalising Bollywood, remake and remixes are a quick way to capitalise on old successful block-busters - be it a Don, Devdas, or OSO!! More commercial interests than a conscious attempt to celebrate the present by going back and irrigating our past.

4. SD - "The images of the past when examined closely reveal themselves to be pixelated with the sensibilities of today. We look back as a way of looking ahead. In that, perhaps, OSO is set in the future."

I totally agree that the movie has the sensibility of today. But OSO is definitely not set in the future. It is perhaps set in the past and definitely set in commerce and marketing!!

As a movie and as a cultural signpost OSO is low-brow, maybe even retrograde like the Ekta Kapoor serials. Of course a zillion times more slick and entertaining than the saas-bahu soaps!!!

Sunday, December 9

How Not To Be A Digital Agency Part 2

I had promised myself to stay away from the screen, the web and most things that connect back to work:-)...Am away on leave in Kerala(today in Munnar). Just came on the web for a while...

Okay lemme just post the second part of the 'How Not To Be...' thots...

7. It's not about the digital department or wing or cell. It's about the
digital projects.
Before you do the department and cell, get the projects. Somehow/ anyhow.

8. It's not only about learning. It's an equal dose of unlearning everyday. And believe me, the un-learning part is tougher!!

9. It's not about geography & branch turfs anymore...The digital agency must function across geography as a seamless talent hot group connected by technology. It's about structural tweaking. Get the CEO on your side...

10. It's not about creative and strategy and digital dudes. It's about 'problem
solving and creation using digital tools and platforms...Sounds obvious, but one hell of a tough task within the agency!

11. It's not about telling. It's an equal measure about selling. Internally, with clients. Digital Evangelism needed. And as many teachers as students:-)

12. Digital is not a technology or a platform or the debate about organic and
inorganic growth.

Digital is our business. The short term and the long term of it. Period.
P.S. Okay back to my holidays. Indiadrant will be back in full force around Dec 17!
Cheers
(Tried to add some lovely Kerala pix but failed 6 times. I give up!!) Later...

Friday, November 30

How Not To Be A Digital Agency Part 1

Like many analog agencies ours too is trying to be digital. The process began early this year in the Temple city of Siam Reap in Cambodia. Then we had some very engaging digital sessions in Singapore...

These are still early days into Being Digital...Still have tried to collate the lessons learnt/ and observations from around in my first steps into digital!(Not in any particular order or hierarchy of thot).

1. The game's not just about technology, its still about human psychology! Far too many CEO's are shying away from digital because they feel scared/ numbed by the technology buzz around. It's a pity. It just slows the entire digital thinking in the agency.

2. It's not about learn and do. It's about do and learn.

3. It's not about strategy first, it's a lot about execution first as well.
Digital is a far complex strategy-execution inter-linked game anyways which analog
agencies have difficulty understanding...

4. Digital thinking cannot be brought about by forced collaboration between different departments. It's about genuine conversation between people who call the shots and people who get it.

5. It's not about top-down or bottom up. it's about both at the same time!!

6. The pit-fall is to make 'digital' the new epi-centre of creativity and snob
appeal within the agency.

Let's chew on these. The next installment should come soon...

Thursday, November 22

Kitsch Kitsch Hota Hai

Bollywood's biggest marketing stunt triumphs...Saw OSO. The die-hard SRK fan that I am, enjoyed every moment of the first half and struggled doing the same for the second!!

Stray thoughts before they evaporate like the movie:-)

1. SRK is a bigger marketer than all the HUL marketing men pooled together...OSO is not a film. It's MDH masala right through...

2. OSO is the finest Bollywood Ketchup - Film narrative meets chat-show meets spoof meets filmfare award shows meets muhurat parties...

3. You can fool all the people all the time with fast pace editing and 'zero-audience-reaction' time LOL

4. Deepika Padukone is desirably attractive - found her a mash-up of Priyanka Chopra and Juhi Chawla. Kept the ketchup fresh and spicy...

5. Bollywood's new equation is 30% Amitabh, 50% King Khan, Rest 20%

6. I wish advertising would play with the 30 sec formats like Farah has played with the 3 hour one...

I don't think I would remember OSO tomorrow morning but it was one hell of a numbed-mind-colour-riot...

Kitsch kitsch hua mujhe bhi...

Wednesday, November 14

Life 2.0 - the new Game Box in town!

Have you installed the game box - Life 2.0 on your
biological hard disc:-)
Chances are you already are an expert at Life 2.0 games…Am referring to the new(well for some of us)game culture that’s pervaded our lives.

And no, it’s no longer the game boys & geeks alone! It’s us ordinary un-gamers.
The other day, I spent a better part of the evening out-scoring my wife on her blackberry. Next morning, she spent a cool hour putting me back in second spot.

Games are as old as men. We have always loved competitive sport, the urge to set records and win prizes. But the big difference today is that our entire lives are the software for games!!

Till a few months back, monitoring(keeping score)of this blog's Technorati ranking was a game for me…Of course the allure faded when the scores started plummeting on a regular basis:-( A related game was to monitor the site visits on the home page!

People keep score of the number of Diwali sms they sent and received. Even the number of unopened e-mails!!

Many have developed a game even around cleaning their lotus notes mail systems. It’s a 100m dash against the lunch deadline.

Social networking provides many new competitive games. Try your skill at friend acquisitions at Facebook or even LinkedIn. Keep score of your growing community on couchsurfing.com LOL

Today, for a lot of youngsters and oldsters, dating resembles a gaming experience, with targets, life-lines and a score to keep!

Nach Baliye, Indian Idol, Jhalak Dikhla Ja are the new middle class games... The idiot box meets the mobile phone and lo a new national game is born! Cricket’s new poster boy - Twenty20 is all game, little sport!

As Wired magazine puts it, we are moving away from a society that creates goods to one that solves puzzles and plays games! So, what game are you playing this hour?

Monday, November 5

Caught In A Time Warp

Some time back our team received one of those invitations from a large PSU company inviting us to pitch...Now, over the years I have had a fair bit of experience pitching for many of these PSU entities. At one time I was a freelance expert at them...These pitches(which I did for a Jhandewalan based agency)funded the first few EMIs of my flat LOL

The memo brought back memories of the 'caught-in-a-time-warpness' of these companies...

A typical memo reads like this...

Dear Mr. So-and-so,

We are pleased to announce that we have finally woken up from habitual deep slumber and would like to share some yawns with you before a committee of disinterested but highly qualified members.

Please cancel all your prior meetings for us. Even though we are erratic in our advertising and we will call 30 agencies in alphabetical order!

Oh, by the way we have scheduled the meeting on a public holiday because our head of committee gets a kick out of parading the 30 odd agencies while he dunks his biscuit in Darjeeling tea!

And yes, we want 36degree, 180 degree, 360 degree ideas but all in 20 minutes!!

And please don't bother to show any creds, we don't look at them anyways!

Please be concise. As the bell-keeper is a trainee and the tea-breaks are more important than your presentation!

And yes please come early in the morning and keep the entire day free as our chairman gets a personal glee out of re-arranging the presentations at the last moment.

We are enclosing a brochure(which hasn't been updated in 4 years). It should answer most of your queries because things hardly change at our company over 4-5 years...

We assume, all you spineless agencies will participate. So, do not bother to confirm!For any other details, please call Mr. XYZ only between 330-415pm on Monday, Thursday and Fridays...Rest of the days, he is on planned casual leave.

Regards

Chief File Pusher

Enclosure : (i) Old data
(ii) Not so relevant creative units

Okay, I was at my sarcy best, but you do get the hang, don't you:-)

Thursday, November 1

Silence of the Lambs

I only have a peripheral interest in the politics of the nation these days! Am happy selling soaps, shampoos and other ordinary artifacts of/ around daily life!

I pay the taxes on time, plan my holidays with cheap airlines and dote on my 4 year old son. Feel proud of being an Indian these days and admire lovingly the sensex's meteoric rise to 20K!!

But right here, in the most visible corner of our country and the backyard of our collective conscience, about 5 years back an organised genocide happened. Hundreds of innocent Muslims were killed after a train carrying Hindu pilgrims was burnt down.

Then the major channels had covered the riots. But there were no major arrests. And the killers largely remained unpunished. Then the media moved on to other stories to report.

The Ash-Abhi wedding, the exploits of naags-and-nagins, the antics of Bollywood starlets. The Gujarat Genocide was happily forgotten by the media and the '300mn strong consuming class' - the cynosure of the world's attention, till the Tehelka Operation Kalank(Stigma) broke the story of the genocide!

If you are an educated, fair-minded Indian, whose heart beats not just for 'Nach Balliye' and the latest 'Off-Season Sale' please do read the latest issue of 'Tehelka' or visit tehelka.com

As a nation we have gleefully gathered to send mass sms to elect Indian Idols and lit candles at India Gate for 'Justice for a Pretty Model who was murdered'; is it possible for us to now step out of our collective slumber and 'back-slapping business achievements-mode' and raise our voice against this genocide.

I do not have the perspective nor the credibility to comment on this subject anymore.
But let me reproduce what Shoma Chaudhury, the features editor of Tehelka had to say in HT today in an edit piece.

"Silence of the Lambs"
Shoma Chaudhury

WE ARE all tempted to forget. Tempted to shake our heads at ‘mind-numbing' horror and get sucked back into the urgencies of our own day. Tempted to impute sinister motives or just look the other way. We are tempted, but we must not give in. Because what Tehelka's investigation last week showed is not just about Narendra Modi and some lumpen Hindus. It's about you and me and who we are as people.

It is true that ‘Operation Kalank' is about things we already knew: mass murder, rape and barbarous cruelty, all planned and executed by the unforgivable sanction of the State. But the unthinkable has happened. What was earlier allegation by victims and their defenders has now been corroborated by the perpetrators themselves. And what is our response? Nothing.

Operation Kalank cannot be dismissed as the empty bragging of anonymous men. The men caught in the eye of the camera range from the Advocate General of Gujarat to BJP MLAs, senior functionaries of the VHP and RSS, influential lawyers and the actual foot-soldiers of hate: not the bit players cheering from the outer circle, but the hacksaws themselves. And what the TV channels have shown is only the broadstrokes. Tehelka documents an even vaster and more detailed nightmare world of thwarted justice and failed institutions, including the fire on the Sabarmati Express.

Yet, in the face of all this, our story has only been met by empty counter-arguments and conspiracy theories. Why was the story timed for now? Is Tehelka a Congress front? And even more ludicrously, has Modi paid Tehelka to do the story to consolidate the Hindu vote ahead of elections?

As one of the founder members of Tehelka, these theories bring an exhausting sense of déjà vu. We have been here before. Six years ago, when Tehelka broke Operation Westend, the investigation about corruption in defence procurement, the same fantastic theories had greeted us, each contradicting the other. But the truth outlived it all.

Now it's happening again. Journalistic stories of this nature can never be timed. Operation Kalank began by sheer accident - we did not set out to do it - and it took six months to nail down. If it had taken three, we would have released it in August; if it had taken ten, we would have released it in January, post the election. Imagine what conspiracy theories that would have yielded.

Duck the truth and look for some new depravity to explain it away: that's become our habitual response as a people. We think it makes us worldly and knowing. We think it makes us sagacious. But in truth, it displays our fallen nature. It displays the bankruptcy of our emotions and the poverty of our conscience. We no longer believe anyone can do anything without a motive. The fact that cynical backroom games are more easy to believe in than purity of intention says something enormously disturbing about where we have reached as a society. We can be shown a man gloating over a foetus ripped out of a mother's womb, but we would rather embroider why we are being shown this than react with honest emotion to the fact.

But what is far worse is the unremorseful responses of the BJP and people who state that the genocide is no longer an issue because it is five years old and Modi has been voted back to power since then. As if a mere assertion of majority can nullify the fundamental cry for human justice.

What is far worse also are the people who are trapped in the suicidal dialectic of Godhra and Gujarat action and reaction: Muslim provocation and Hindu retribution. As if Death leaves its aching footprint in shades of green and saffron, one less painful than the other.

It seems so simple to understand - crime has no communal colour. The State should have identified and arrested the Muslims who were in the mob at Godhra and punished them instead of unleashing a pogrom against innocents. Why engineer a communal death embrace that neither community can ever loosen itself from?

But of all the responses, what is by far the worst is that everybody seems unperturbed by the fact that Gujarat is a failed state. Modi may have been re-elected post-2002, but Operation Kalank is proof that every fundamental institution that underpins the idea of a democratic and civil society has been subverted there: the police, the judiciary and the political establishment.

And yet we are all content to continue with the charade of treating Gujarat as a democratic state facing an on-coming election.

Nations are built by the words men use to describe it. Societies are shaped by the collective rules men agree to live by. The India we inherited, the India in which we all have a right to life, liberty, livelihood, expression and religion is not some self-perpetuating magic State. It's a State that was articulated by the heroic imagination of our founding fathers, a State we all have to struggle and fight to retain. If we are faced with something like Operation Kalank and do nothing, we will turn a dangerous corner as a nation. Our certitudes will slip away from us. We will become morally rudderless.

For me then, the most frightening thing about Tehelka's investigation is not Narendra Modi and his cold, unalloyed evil. It is not even the animal violence of his henchmen. It is the X-factor that seems to have paralysed everybody: the fear of the ‘Hindu vote'. This fear and the unquestioning acceptance that it will blow in Modi's favour if anybody speaks out against his depraved state has made a mockery of every check and balance that lies at the heart of a democracy.

It has made the media cautious. And it has made timid marionettes of the Congress. Neither the Prime Minister, nor the Home Minister, nor any senior minister has spoken out. Is Gujarat no longer a part of India? Doesn't the same Constitution apply? Are we doomed to have leaders whose heads are only trapped in the abacus of electoral numbers?

The real faultline in India today is not between Hindus and Muslims. It is between Hindus and Hindus. If the Hindus of Gujarat are going to re-elect Modi after being confronted with visual proof of what he stands for, we have to aggressively reclaim what being Hindu means.

The problem is too few people seem to have a stomach for that fight. It is not a fight that can be won by burning and slashing. Or ducking. It requires words and eloquence and conviction. The Hindu vote in Gujarat could swing both ways in the years to come because the curious thing about human beings is that they are always willing to thrum to a nobler note. Someone just has to have the courage to sound it.

Shoma Chaudhury is Editor, Features, Tehelka

I was tempted to forget and go back to my job, my blog and my family, but history will never forget or forgive any of us if we forget...