Saturday, April 13, 2013

Made in India

(The views expressed here are completely my own and do not have any connection with my employers)

Working as a Brand Manager, you often get this question - “So, which is your favorite brand?” And before you begin to answer, they will quickly add “of course, apart from the one you handle”.


Today the kind of work you see from brands across categories is both exciting and inspiring for anyone who has anything to do with brands. That doesn’t leave many of us out as all of us interact with them at least as consumers.

So whenever I am asked to choose my favorite- I confess that it is almost impossible to pick one. If this is agreeable to the person asking the question, I give them three of my favorite brands that have really impressed me in the last few years and what makes them even special is that all of them are ‘made in India’


The first one in the list is Indigo Airlines-




In a category, where traditionally all players were talking about various things like in-flight service, food, discounts, luxury, etc. Indigo promised a very fundamental benefit of ‘on-time performance’ that was not explicitly offered by any operator before. Perhaps a benefit thought to be too generic or category hygiene by other biggies in the business but something which the consumer values a lot when he is evaluating the alternatives.

Unlike quality of service, crew, food, etc. which is very subjective and dependent on consumer’s personal tastes and preferences, on – time performance is very specific and measurable. If you have arrived at your destination on time (even before time sometimes) means that you have arrived on time, there is absolutely no room for ambiguity there. When you have a brand promise that is measurable and demonstrable, it is easier for you to own it credibly.

As a passenger, I have experienced Indigo deliver on this promise each time I have traveled with them and add to this their obsessiveness about ‘on- time performance’ (every in-flight announcement stresses the importance of it, their TV commercial talks only about it, they even want their passengers to help their ‘on- time cause’ by helping them tidy the flight before they begin the descent. Going by their announcements- they seem to have got a lot of awards and accolades for keeping ‘on-time’ promise. It’s also the only airlines in the country which uses a boarding ramp instead of stairs to save time while embarking and disembarking. Last but not the least, every time they make an on time arrival, everyone from the pilot to the cabin crew seems to celebrate it with a sense of pride.

Not surprising then that you hear consumers playing back Indigo’s ‘on –time’ promise from various quarters. Conversations at airports, online reviews, Facebook posts and even word of mouth recommendations. I realized the power of this brand on two occasions- one, I was planning a trip home in winters, and my mother who has nothing to do with the world of brands, in all her sincerity advised me “why don’t you fly by Indigo, it’s always on time, even in winters” on another occasion while I was flying Indigo, I was talking to my fellow passenger about why I like flying Indigo, when the guy in turn added to the list saying that IST now has a new meaning, its ‘Indigo Standard Time’ and unlike Indian Standard Time, this one’s always on time, sometimes even before time.

When it comes to building brands, simplicity is the best policy and Indigo is a fine example of that. A simple promise, well kept by the brand is played back by its consumers with as much simplicity. And that’s all that needs to be done.

There are few more things that Indigo got right, things which are small but add up to a lot. The branding- from the crew uniforms, to the aircrafts, to steppers to in- flight magazine, to merchandise they sell on board- the visual look and feel across all touch points in very consistent. Apart from the visual language, the brand has also developed a very witty tone in which it speaks to its passengers. They have taken advantage of an obvious fact that consumers have lot of time to kill when they are traveling and they will read anything they can lay their hands on. So all the food comes in very interesting packaging with copy that will leave a smile on your face, same with their in-flight magazine which is cheekily called 6E (pun on Sexy)

With all of this what Indigo has done successfully is to bring in certain irreverence to the category which was very stiff and took itself too seriously. Thank god someone did that.


Recently they have added a host of value added services that can make your flying experience even better- like pre-selecting seats with better leg space, Fast Forward-an express check-in service, pre-booking your meal, etc. of course all of them come at a cost but doesn’t that makes perfect business and consumer sense. They even seem to have an aggressive policy to lure corporate travelers and going just by the number of working professionals who prefer to fly Indigo, it definitely seems to be working.

So in nutshell, when I choose to fly Indigo, I don’t feel like a low cost traveler and but a smart one who has made a smart choice. It may sound too simplistic, but if a brand is able to make its consumers feel that way it has done its job.

Not surprising then that Indigo tops my list of favorite brands that are ‘made in India’. There are two more brands that I am equally impressed with. I will write about them in next post. Meanwhile do you want to make any guesses?

Wednesday, October 27, 2010

Branding in education sector

Co-author: Suharsh Dikshit

On a hot, sunny afternoon in June, a plain looking bourgeoisie taxi lumbered through the busy roads of Delhi. While the driver was busy exchanging chosen expletives with the fellow drivers on the road, Suharsh and I sat impassively, engaged in our respective avocations. We had just arrived in Delhi and were heading towards Panipat to attend a consumer session. While we love to disagree with each other on most things, we share a common passion for branding and the Indian consumer.

“Looks like every second ad is trying to sell either homes or education”, I said, referring to the constant stream of college and property ad-jingles blurting out on the radio. Driver, who had by now broken out of the traffic, added his own view in Delhi style- “Makaan ke gaane toh aise sunate hain ji jaise makaan muft main bant rahein hon” shutting down his laptop and placing it back into the bag, Suharsh quipped- “Makaan muft main mile na mile her college naukri dena ka wadaa zaroor karta hai”. Driver concluded the discussion with a dismissive statement- “yeh sab brand walon ke natak hote hain”. Suharsh and I exchanged an amused look; evidently we were not too impressed by general opinion of our profession.

Coming back to the topic, I said- “higher education is a unique category. You know, from many FGDs I have attended with small town consumers, I realise that the both parents and the kids see education as a sure shot ticket to a better life, like a sort of insurance for better future”

Suharsh added to my line of thought “For today’s youth, it is not only important to be successful, but it is as much important to be ‘seen as’ successful. They are extremely exhibitionist in nature”

I took it up from there “and probably that explains the success of the Facebooks and the Orkuts of the world. The social networking sites give them an opportunity to- show off. The uploaded images on most profiles can be classified as- my foreign trips, my happening parties, my hot girlfriends/ boyfriends, my gadgets, etc. Everyone wants to put up their best face on the web- kind of carefully craft an image for themselves”

“You got to agree; sometimes movies provide amazing insights on the Indian youth. I am sure if life was a bumper sticker, it would read ‘main apni/apna favourite hoon’ for majority of youth today. I love that dialogue from ‘Jab we met’- it defines the youth of today so well” none of my discussion can go without a reference to bollywood.

Suharsh smiled and took out a copy of the matrimonial page from The Sunday Times - “you are right and there is more to it….education is not only a passport to better future, it’s also the new caste system...here have a look”. I glanced at the circled matrimonial ad, it read- “….match invited for a slim, fair girl….and went onto mention- “elder sister married to IIM graduate, settled in US” I chuckled and read the ones around it- “Match invited for an IIT graduate…”, “….BTech, Software engineer, settled in New York…”

I was with Suharsh on this one- “Yes, education is the new caste system and come to think of it- caste is nothing but a social stratification and education and occupation provide easy handles to stratify. Education- particularly your degree or the college you pass out from is certainly a part of your identity”

Suharsh was thinking like a brand manager now- “if education is given so much importance, then it is natural that education category will have a very complicated, lets put it this way, purchase decision process”

I nodded in agreement pulling out a cigarette, indicating that I was already getting involved in the discussion- “you are right; after all it has all the characteristics of high involvement- huge investment, infrequent purchase and more importantly its irreversible. The other category which is as complex that comes to mind is buying a home, but in case you are not happy with the investment, you can sell the property and exit but what would you do if you are stuck in a course that is dissatisfactory and takes away few important years of your life?” I sighed.

As I gestured driver to roll down the windows and lighted my smoke, Suharsh spoke “branding in education is a very tricky issue. If you are too vocal, you are seen as too commercial and selling education like soap or a moisturizer and if you don’t speak at all- you remain anonymous. Of course, barring the top institutions like IITs, IIMs and other few which have already established themselves as formidable brands in the category, this is a problem that most emerging institutions face”

I got his point and elaborated it further “very true, what adds to the problem is that majority of private institutions consider brand building to be all about organizing high profile events, developing slick ads, getting a good-looking logo and a flashy website…what they forget is that each brand should stand for certain values and unless those values are credible, relevant and distinct and unless each stakeholder understands, imbibes and demonstrates these values in a consistent way, they are really not building brands or delivering on any brand promise. It’s all about getting the basics right”

Suharsh added an interesting dimension to the argument “Hmmm…now that you have brought it up, I think there are more stakeholders involved in this category than in any other category that I know of- students, faculty, parents, recruiters, alumni, aspirants and even government. Any exercise in brand building should involve and factor in the needs of all the stakeholders and the brand promise should appeal to all. The brand building process has to be inside out and not vice versa”

I chipped in with my bit “come to think of it, all ads in this category look, feel and sound the same. Every institution talks about the same 3 or 4 things- 100% placements, best in class infrastructure, reputed faculty, industry exposure and in some cases even foreign associations and collaborations. Mostly making exaggerated claims, they are- as in your face as they can get. I mean how is size of the campus, guaranteed laptop and air-conditioned classroom even remotely correlated with the quality of education”

Suharsh had another piece of data ready- “…and I recently read that education sector was one of the highest spenders on advertising last year, the sector spent a sum upwards of 900 crores in advertising”. My face reflected genuine surprise and anguish- “900 Cr spent on communicating generic attributes, that are either undifferentiated or irrelevant…come on, these colleges have some very intelligent academicians and businessmen at the helm, I wonder why they can’t understand this basic flaw in their brand building endeavors?”

Suharsh requested our over enthusiastic driver to desist racing with other cars on highway and went on with his explanation- “Consider the example of a private management institute that dares the aspirants to think beyond IIMs. It has an exaggerated, albeit unique communication and they spend generously in promoting themselves. I am sure they have right media weights. Though this particular institution might be fairly well known (speaking strictly in terms of share of media voice) when you compare it with IIMs (only because it wants us to think beyond IIMs), the two institutes conjure up completely different imagery. While one stands for the best management education in the country the other…well, lesser said, the better”

Digging into the sandwich we packed from airport, I complemented his thoughts “probably that’s where IITs, IIMs, XLRI or NITs stand as formidable brands…they communicate certain values and conjure an imagery that’s not based on generics like placements or infrastructure”

Drawing form his own MBA experience, Suharsh added- “you’ve hit the nail on the head. In fact the campus size of XLRI might be smaller than what some of these private colleges claim in their ads, but that’s absolutely irrelevant…what matters is the values that XLRI stands for and the promise of ‘socially responsible managers’ it delivers on. IIMs take pride in claiming ‘we don’t guarantee placements!’ because they deliver on a much bigger promise of grooming and creating the leaders of tomorrow, the placements in such scenario is a given”

I retorted- “but we cannot ignore the fact that even then the private colleges are packed to capacity, right?” checking his mails, Suharsh replied- “Agreed, there is always a queue even outside the private colleges. But don’t forget that this queue is no measure of a good brand. We all know that demand supply equation in Indian higher education sector is skewed with huge population and too few colleges. So there is no surprise that a seat in any college never goes vacant, and that gives an opportunity for lot of these colleges to charge huge premium on admissions. But it’s a mistake to confuse this premium with Brand Equity. This premium is simply the result of yawning demand-supply gap”

I had an example to illustrate the point “my cousin appeared for the engineering entrance examination this year but couldn’t get a seat in any of the top, reputed colleges. He didn’t want to take a break, so started evaluating the available options. He was utterly confused, he referred to rankings by various magazines and websites to make a decision but they only added to his confusion- each source had their own rankings which was different from all other rankings. It came to a point when all the available options started looking the same and he finally chose a college on the basis of convenience and proximity to his home. I am sure lot of aspirants face this dilemma and this is nothing but an indication that the sector is getting commoditized”

I guess we were bored of discussing on the same topic for so long. As the car cruised on the highway, Suharsh and I curiously looked at the landscape dotted with private engineering and MBA colleges at every few kilometers. Another private university ad jingle played on radio followed by a property ad when I quipped- “I want to be the guy who is selling land to these private universities”

Sunday, August 15, 2010

Happy Independence Day

I am not very fond of driving, especially on weekends. The whole city seems to be in transit and the traffic moves at a crawling pace. It also doesn’t help that I stay in the lane next to a Big Bazaar. The ‘Independence Day’ sale at Big Bazaar is the biggest ‘mela’ that you can see in an urban setting and all roads within a radius of few kilometers from the store are choc- o- block. So, in the evening when I had to go to a temple I decided to take an auto rikshaw.

After being denied rather impolitely almost half a dozen times, finally an autowallah gave me a fair hearing. Thick beard and a skull cap made his religious identity quite clear. “Ulsoor. Balaji Temple?” I asked him unsure of his response. “Return bhi ana hai kya?” his interest surprised me. “Haan bhai, abhi permanently jaane ka waqt nahi aaya hai” I said jokingly. He got the joke and smiled with a “kyaa sir aap bhi…?”
Getting back to business, I said “it will take ten minutes. Can you wait?”

“Baitho…par ten Rupees extra dena…waiting ka ” he said pointing towards the seat and we began our journey. The traffic was awful and we were hardly moving. I could see him getting all worked up, so to break the tension I started the conversation “Naam kya hai apka” “Ahmed” he said without turning back. “Traffic kafi bura hai” I commented. “Puchiye mat sir. Yeh road hamesha jam milta hai” “Aur yeh metro ke kaam ki wajah se bhi problem ho raha hoga. Kab tak banega yeh?” I asked him sympathizing with his problem. “Sir, yahan koi kaam time pe hota hai kya? Sab jagah corruption hai. Aap ne news mein dekha hi hoga commonwealth games mein kya gadbad ho raha hai” “Hmmm…” I said in a reflective tone, impressed by his awareness of current issues. “Sir aap ko kya lagta hai…yeh games ho payange India mein? Country ke izzat ka sawal hai” I didn’t have an answer really “ho jayage. Kisi na kisi tarah manage kar lenge. Hume aadat hai na aise kaam karne ki” I reassured him.

“Acha ek bat batao- aap log ye hamesha extra kyon charge karte ho. Meter ke upar?” I tried changing the topic. “Aap ko to pata hai sir, mehangayi bhad gayi hai itni. Petrol Diesel ka keemat har din bhad rahai hai. Bolo kya karega hum log?” he was quick with the retort. While we were engaged in this conversation a young boy selling national flags in various sizes and shapes approached us. It was the eve of 14th August and every signal had these selling. Ahmed was a smart negotiator, he asked the boy picking up a small one “kitne ka diya?” the boy announced the price “15 Rupees” Ahmed made another offer “Agar bada bhi loonga to discount dega” While the boy was still calculating in his mind, Ahmed offered a solution “yeh chota, bada aur saath mein badge (to be worn on shirt) sab mila ke fifty mein de de” assessing that he couldn’t get more from Ahmed the vendor said “de doh” and closed the deal.

I was intrigued when Ahmed began carefully folding and stacking the flags “You are not putting them now?” I probed. “Nahi sir. I will put them tomorrow morning” he explained. “Why” I asked intuitively and my heart clenched at the dumbness of my question. “Kal 15th August hai na sir. Apna independence day. Isliye” he explained without judging me. “Aap yeh har saal karte ho? Yeh flag aur sab?” I wanted to know. “Yes sir, har saal... aur is din mein ekdum fresh kapde pehanta hoon auro auto bhi chakachak rakhta hoon” he replied in an excited tone.


I was both impressed and puzzled with his narration “par abhi toh aap itni complaint kar rehe the. Poor infrastructure, corruption, price increase in sab ke bare mein? Fir bhi?” I voiced my doubt.

“Sir, tell me which country is perfect. Har mulk ke apne problems hai. Mana yeh problems hain…lekin yeh hamari hain aur hum inse nipat lenge. Kisi ke gulam toh nahi hain na hum. Aap freedom ko problems se compare nahi kar sakte. Aur tarakki bhi toh kar raha hai na India. Sochiye agar hum Pakistan, Afghanistan ya Bangladesh mein paida hue hote toh? kitni buri halat hoti?” he was forceful in putting forward his point of view.

I kept my promise of not more than ten minutes waiting and returned with a packet of ‘prashad’ for him. He thanked while taking it and as a mark of respect touched it to his forehead before consuming it. On our way back, the auto came to a sudden halt at a signal and refused to start. “Sir kuch problem lagta hai. Sorry aap ko doosra auto lena padega” he said. “That’s ok. Kitna Hua” I wanted to know. Looking at the meter and referring to the new rate list he said “Seventy Five sir” “Extra Mila ke?” I asked “Nahi sir, extra rehne dijiye. Aapne prashad khila diya bahut hai” he spoke in a friendly tone.

As I settled the bill and started to walk, he called me aloud “and sir Happy Independence day” “aap ko bhi” I responded. Happy Independence day.

Thursday, June 24, 2010

Donnie




"If there is a heaven, it's certain my dog is going to be there because No heaven will not ever Heaven be, unless my dog is there to welcome me. Rest in peace Donnie- you are buried in our hearts"




I have always been fascinated by dogs. As a kid, I envied people who had pet dogs. The sight of people walking their dogs fuelled my imagination and I would picturize the day when I would be the proud owner of one. The collage of images of my pet walking obediently next to me, leaping at me with a wagging tail as I come back from school, fetching the ball that I threw far in the air- gave me an adrenaline rush. So crazy was I about dogs that I used to befriend people who had dogs and insisted on visiting relatives and family friends who had pets.

I used to feed stray dogs in my locality, give them names and feel supremely happy when any of them responded to my name calls. My happiness knew no bounds whenever I spotted pups on the street. I used to spend all my pocket money in feeding them with bread and Parle biscuits. I would experience the biggest joys of my life when any of them followed me after these feeding sessions. I would pick them up, kiss them on their faces, talk to them and promise them that I would return next day. Bollywood portrayal of dog as the most faithful (and often sacrificing) companion in movies like “Teri Meherbaniyan” and “Mard” firmed my belief that only my pet dog could be my best friend.

My parents were completely aware of this obsession of mine and cleverly dodged my umpteen requests to own a pet. They somehow believed that I would get rid of this obsession as I grow up, but with age, my resolve only got stronger and my arguments became more powerful and they finally succumbed to my demands when I was in teens.

I vividly remember my first encounter with my ‘pet to be’. It was a veterinary clinic and he made a rather grand entry, escaping from the doctor’s arms, jumping on to my parents, snatching and trying to chew up my mother’s purse and finally came to a halt after peeing in geometric circles on the doc’s table. My parents were sickened; it was their worst nightmare coming true. This creature was an absolute contrast to what they had in mind. The common archetype of a puppy- the coy, cute being was shattered by this wild, misbehaved beast, almost like an experiment gone wrong. Poor parents who thought a pet meant a furry Pomeranian were scandalized to see a three month old boxer. Let alone fur, it didn’t even have a tail. Being a brindle, it had stripes running all over the body that looked like dirt marks. There was more, the breed has a face which looks swollen like it was punched, a broad skull and hanging jaws.

My mother was numb from the shock and all my father could utter was “Beta yeh kya hai?” My younger brother who was my key supporter in my negotiations for owning a pet was now hiding behind my mother, scared if the dog would pounce on him next.

But I was determined; I only wanted a boxer, a breed that stands out in the crowd of dainty looking Pomeranians or spitz which most households had. To me they were plastic dogs and this was the real dog- the man among dogs.

Dad was unmoved “remember, if you get this one, we won’t have anything to do with him. You have to take care of him all by yourself” he said. But I had already made up my mind and like always my parents succumbed to my stubbornness.

The first thing the dog did when he entered our house, was running all around, sniffing each nook and corner and simultaneously peeing all over the place, as if it was marking its territory. Exasperated, my dad said “welcome trouble”

My father was indifferent to him, my brother was scared of him and my mother was a fence sitter. Dogs have a very powerful sixth sense and he could make out that I was the only one backing him. So for the first week, he just kept following me like a shadow- sit next to my study table while I was reading, sleep next to my bed and even follow me to the bathroom and wait for me till I came out. He used to desperately search for me when I stepped out of house and wait for me at the gate till I got back. From a distance he would pick up the hum of my vehicle and start jumping at the gate, vigorously wagging his two inch tail. He would not even let me park and jumped right into my arms, licking me all over the place. No one had ever given me that kind of undivided attention and affection and I felt like the most loved person on the earth.

Meanwhile, my brother grew jealous of this growing bonding between us, so, while I was away, he started making attempts to befriend the pup. Also, the maternal instincts of my mother got into play and she started pampering him. But my father was disinclined even now. The poor dog used all his antics to charm him but nothing worked with my dad.

Now it was time for the big decision, what should we name him? My mother and brother enthusiastically suggested few names but I had the veto. As a kid, I was always fascinated by the villains or so called dons in bollywood movies. The raw power they had, their weapons, the fear they evoke and the unflinching respect they used to get in their clan used to inspire me. At the same time I was aware of my own limitations of stature and physical strength. I envisaged that my boxer would make up for all my weaknesses and together we would become a force that would be revered and respected just like the ‘dons’ whom I idolized. So, I wanted to call him Don but then realized it would expose my hidden intentions and even sounded like a hyperbole. I finally settled for a ‘Donnie’- Don with a cute suffix. Rest of the family was disgusted with my choice of name but then came around as usual.

But Donnie grew up as an exact opposite of the menacing beast that I wanted him to be. He was the most docile, playful and friendly dog I had ever seen. While walking on the street, he would wag his tail at every passerby and pulled me towards anyone who gave him half a glance. The only reason I tolerated this behaviour was because it gave me an opportunity to strike a conversation with beautiful strangers. The only people whom Donnie troubled were the kids who used to play cricket in front of my house. Every time the ball fell on our side of fence, Donnie would quickly grab it, run inside and hide it in a place even we couldn’t find. As we couldn’t return the ball, the kids suspected us to be the partners in crime and eventually stopped playing there.

One of the reasons why people keep dogs is for security, but Donnie was anything but a guard dog. He refused to stay out at night and scratched the doors till we let him in. We acknowledged this very early and set up a small bed for him in the living area itself, but he refused to sleep there. He wanted an equal treatment and wanted to sleep in my room and my bed. My mother caught him red handed several times snoring away to glory happily tucked under my blanket in the wee hours of morning. He was punished and we (brother & me) were given strict instructions not to allow him on the bed. But Donnie was a clever dog and he found a perfect solution for this. He would pretend to sleep in his bed initially, then, as my mom went off to sleep, he would quietly enter her room, sniff around and carefully touch her toes with his wet nose to see if she was really asleep. Then he would come to my bed, put his front feet up and slowly slide his head under my blanket, stay like that for while and assessing the situation he would lift rest of his body up and sleep peacefully with me. In the morning, just before my mother got up he jumped out of my bed and inhabited his bed.

One underlining characteristic of his personality was his hunger…he was perennially hungry and gulped food in such a hurry as the food would vanish. His tummy was a bottomless pit and he would drool for everything that was food, including ants and the contents of our dustbin.

In one such excavations of the kitchen waste, Donnie tasted a mango for the first time. Thus started the biggest love affair of his life- his obsession for mangoes was beyond description. He could beat the best sniffer dogs if the search was for hidden mangoes. He used to create havoc whenever mangoes were brought home, standing by the kitchen door he used to bark continuously till he was given one. He had to be the first one to taste the fruit and mind you he didn’t touch the cut fruit. He only wanted the whole fruit with skin. He would eat the fruit so voraciously that by end of it his face would be smeared with pulp and he continued licking the seed till it went dry and didn’t give any taste.

He also loved car rides; he used to hop in whenever we took out the car and would refuse to get down till we took him for a ride. Settled on the back seat, he kept peeping out of the window thoroughly enjoying the gush of wind on his face. Once I remember, we took him for a ride and driving at a comfortable speed, I was engaged in a conversation with my brother when I suddenly had to apply breaks. I saw a dog running along the car, it took me few seconds to realise that it was Donnie. What happened was that he saw a push cart loaded with mangoes and jumped out of the car, on being chased by the vendor he started running to catch us.

Donnie had a girlfriend as well, called ‘Sonia’ a beautiful stray I used to feed daily. Both of them used to spend hours prancing on the opposite sides of the closed main gate, often taking a break to come closer and lick each others faces through the grills. Sonia used to accompany us whenever I took Donnie for walks and she was the only person in the world that he didn’t mind sharing food with- and that in the dog’s world is the true test of love and relationship. Once a pack of rowdy dogs attacked Sonia in front of my home, I heard her cry in despair and ran out with a stick to help her, they were four or five of them and suddenly charged on me. While I took a step back I realized that I didn’t close the gate and Donnie was standing next to me. I had never seen Donnie is such an avatar. Raised strands of hair, ears all lifted up and exhibiting sharp teeth clenched in anger, it was ready take on the pack. Before I could do any thing it pounced on them and fought so bravely in spite of being overpowered and bitten by them. By the time I could take stock of the situation, he was bleeding from several places but didn’t let the stray dogs touch Soniya or me. My perception of him changed completely after this and he became my real hero.

Years passed and it was time for me and my brother to move out of Agra. Age was catching up on Donnie too. The hyper active and impatient Donnie of young days who could hardly stay still at a place even for minute would now keep lying still at a place, with head sunk between the stretched legs. The wrinkles on his forehead and the lost look in his eyes gave him the appearance of a philosopher in contemplation. The reason for the inactivity was acute arthritis. The condition affected his hind legs the most and became even severe in winters, when he could hardly pick himself up. He needed help in getting up and needed a great deal of effort in lying or sitting down in a position that didn’t put too much pressure on the weak feet. Donnie also developed a cataract and in spite of treatment somehow couldn’t get his vision fully back. Where he would leap and jump all the time and didn’t let any one enter home without pampering him, now he would just lie quietly in the corner, looking at you with raised brows and wagging his two inch tail expressing his happiness on your coming home. Throughout my stay in hostel, my walls were adorned only with pictures of Donnie and invariably all my phone conversations with family would start with “How is Donnie?”

I went after few months in my first semester break and was surprised to see the turn of events. After we (brother & me) had left home, my parents had divided between them all the chores related to Donnie. My mother would take care of his food and other regular needs while my father was responsible for taking him out on walks and all his medication. For a person who was dead against bringing Donnie home, my father’s equation with Donnie now was beyond belief. The relationship they shared was nothing short of a father son bond. He loved taking Donnie out on walks and on many occasions he would actually talk to Donnie, from a distance it looked as if they were having an intimate conversation. In the evenings they would go to the nearby park and sit there, my dad on the concrete bench and Donnie beside him, watching the kids play. While Donnie had outgrown the habit of grabbing the balls that came his way, my dad often bought him colorful balls and tried engaging him in a sport. He even got a special low lying bed made for him and personally picked up a cushion with a design of stars and Santa Claus on it. On the nights that Donnie had aggravated pain, he would keep going to him and checking on him on an hourly basis. Stroking his forehead, he would every time ask him “are you feeling better Donnie?” My mother on the other hand would refuse to leave Donnie alone. In last five years, she has not visited me ever for more than two days and even in such short visits all she could think of was Donnie. She would call my dad several times to check if he has eaten the food or not, did he go for a walk or not. The affection was mutual, even Donnie was extremely attached to her- my mother had to stand there till he finished his food or he would refuse to eat. On the rare occasions when she traveled, he would not touch his food, no matter what was on the plate- even mangoes.


After marriage, when my wife came first time to my place, there was a traditional welcome ceremony where they do a small puja at the entrance. There were people crowding the entrance busy doing the rituals. Suddenly Donnie emerged to the front limping his way through them. He was very excited to see us and could make out that the new person accompanying me was important for the family. Almost like a special gesture to welcome Tanu Donnie wanted to stand on his feet to reach her. But the weak hind legs couldn’t take the weight and he cringed in unbearable pain. With a loud shriek, unable to tolerate the pain he started chewing the wooden plank of the door. Tanu quickly reached him and consoled him, while my dad ran for the pain reliever.

The next few days were mostly spent nursing Donnie and now it was time for us to go.


Donnie was able to at least stand now and walk slowly nonetheless with a limp. The family including Donnie gathered near the car to see us off. Tanu and I said a very personal goodbye to Donnie. The car just started pulling out when the Driver had to apply sudden breaks. Before I could ask him what the matter was, I saw Donnie next to my side of the door. He started scratching my door wanting me to open it. As I climbed down and sat on my knees to reach him, he started licking me all over my face. While I picked him in my arms, I could feel the tears running down from both our eyes. It’s true; there is no greater feeling of love in the world than your dog licking your face.


PS: Exactly two weeks after I wrote this blog post, Donnie Passed away.





Friday, April 16, 2010

I love Bangalore



Sunday, 15th June 2008, Bangalore (Home)

I finally got the job that I wanted so badly and they gave me the location of my preference- Gurgaon. Everyone was happy- my parents, in laws and all others who mattered to me. They always wanted me to move closer to home but were kind enough not to force me. Tanu, the ever giving soul that she is, was happy for me and agreed to apply for a transfer in her organization. I was to join next day and had an early morning flight. But in all this something somewhere didn’t feel right. Didn’t know what was troubling me because everything was happening as per plan- I even had a farewell party last evening.

Tanu broke my chain of thoughts- “come on get up and start packing. You have an early morning flight so finish it fast” I kept lying on the couch surfing the channels aimlessly, I mumbled- “I don’t feel like going” not taking me seriously she said “shut up and start packing. Don’t expect me to do it for you”.

I switched off the TV and asked her to sit with me, now she knew I was serious (switching off TV really means something big) Trying to look as innocent as possible I said “I don’t want to go. I don’t want to relocate to Gurgaon. I want to stay in Bangalore. I love this city” That was the first time I confessed my love for Bangalore. She lost her cool “don’t talk nonsense, we have already booked an apartment in Gurgaon, appointed the movers and packers, and more importantly you have to join tomorrow, what will you tell them- that sorry I love Bangalore I can’t come…and…and …if you realize you will be jobless if you do that” I knew she was right, but had a plan already “all of that can be taken care of. I will call them and apologize and if they don’t understand my situation- frankly, I don’t care. As far as the job is concerned, I had an offer in Bangalore that I refused last month, I will speak to them…If they haven’t hired anyone, may be they would be kind enough to reconsider me” Tanu was perplexed “Where was your love for Bnagalore all this while, why are you doing this at last minute”

“I guess it was always there…just that I didn’t realize it till I had to part my way” I replied. That was probably the most irrational decision I had ever taken in my life- but now when I look back I only feel happy about it.


Some time in 2004, Ahmedabad (MICA)

“If you get this job, you are going to be posted in Bangalore. Is that OK with you? Given that your family is settled in north” asked the interviewer. I was honest in my reply “Bangalore is of the reasons why I am keen on this job. I am an Andhrite who grew up mostly in UP. I always wanted to reestablish my connection with south and this job will give me an opportunity to do that” She smiled at my rather lame explanation, but thankfully gave me the job.

It was long journey for me from Agra to Bangalore and my train reached the Bangalore station at midnight. While the auto was zipping fast on the deserted roads, I could feel a strange sense of familiarity with the city. It is difficult to put it in words and almost impossible to explain, it was my first visit to the city but I already felt like I belonged to this place- may be it was the overriding optimism of the first job which made me feel that way. I have stayed in many cities and extensively traveled across the country but never felt anything similar anywhere.

Bangalore was all that I imagined and more- cosmopolitan minus the madness and pretence of a big city. I can’t say anything about the weather that hasn’t been said before- it is to die for and compensates all other shortcomings of the city. And yes, the beer never tastes as good anywhere.

I am very fond of movies and particularly those where the place plays an important role in the story – sometimes the backdrop is so important and adds so many layers to the story

Similarly, Bangalore has been the backdrop of some of my happiest memories- this is the place I got my first job, where I fell in love and together we built a place that we call our home. Yes, that is the word- Bangalore feels like home.

In last six years I met and made friends with some of the most amazing people and as I discovered Bangalore- I discovered myself.


Thursday, 18th March 2010, Bangalore (Airport)

The immigration officer carefully looks at my passport and still gazing into it asks “How long have you been in Bangalore?” “Six years sir”- I replied. “I am sure you still can’t speak Kannada” he said. “Not much” I said validating his assumption. To make me uncomfortable, he asked “Ninna hesaru yenu?” taking my passport back much to his disappointment I replied “Nanna hesaru Gurudev saar and I love namma Bengalaru”

Monday, November 9, 2009

Mr. Rao

I hate driving within the city so I very often end up using the paid cab service to go to my office which is on the other end of the city and that is how I met Mr. Rao, almost eighteen months ago.

With his medium build, side parted hair and a well trimmed moustache, Mr. Rao, in his mid thirties, looked more like an employee of some government undertaking than a cab driver.

Always dressed impeccably in a sky blue shirt and warm grey trousers complete with properly polished black shoes Rao was often the better dressed one between the both of us.

It worked like this- whenever I needed a cab, I used to call the helpline of ‘Dot on time’ city taxi service and depending on where I was, they would arrange for a cab that was closest to my location of my pick up.

On that particular day, they had sent Mr. Rao to pick me up. He slid open the door of his Maruti van branded with ‘Dot on time’ city taxi stickers for me and greeted with a big smile and a courteous “Good morning Sir”. While I smiled back, I was pleasantly surprised by his behavior.

I was dozing off comfortably in the cab when I heard his “Hello”. Sleepish-ly I asked “What happened?” not realizing that he was talking over the phone. He immediately cut the call and apologized “Sorry sir, did I disturb you?” Impressed by his etiquette, I said “No, no, that’s perfectly fine. This is the first time that I could actually sleep in the cab, other wise they keep that wireless radio on which blurts out information about passengers and pick up details. It is so annoying, it hardly lets you sleep”. In proper English, he replied “I know Sir, that’s why I turned it off, so that you don’t have any disturbance”

Thoroughly impressed, now I was intrigued too. I asked him “you don’t look anything like a cab driver. How did you get into this business?” Sensing my interest, he started “I was in my PUC sir when my father passed away. I had to leave my studies and start working to support my family. I did a lot of small jobs before I finally got into a logistics company where I performed well and I was promoted to the supervisor level. Then an MNC bought over the company and changed all the policies. According to their policy, you had to be a graduate to be a supervisor and should also know computers. I was not a graduate but was willing to learn computers, however they didn’t give me a chance and I had to leave the company”

He was not finished yet, negotiating with the traffic, he continued “Around that time IT industry was growing in Bangalore, many software companies and call centers were being set up and there was lot of demand for cabs. So I thought why not start up on my own and since then I have been driving”

As he was anticipating my response, I said “great. See… you lost job because you didn’t know computers and now you are making a living because of the people who work on computers whole day. What goes around comes around”

As we reached my office, he said “Sir I stay very close to your place and in the mornings I am generally at home. You can take my cell number and directly call me from next time” I noted his number thinking how convenient that would make my life and that is how our relationship started.

Every time I, my wife or my friends needed a cab, we used to call him directly and he would always oblige. In case he couldn’t come personally he would at least arrange a cab for us and it always took lesser time than what ‘Dot on time’ taxi service would have taken.

One day, on my way to office I was trying hard to keep myself awake as I hadn’t slept the last night, so I asked him stop by a Pan shop to pick up cigarettes. As I lit my cigarette, he curiously commented “Sir, I have never seen you smoke before?” I smiled as I explained him “I usually don’t smoke unless I am too stressed…and please don’t tell this to my wife, she will kill me and you will be responsible” Shyly he complied- “No, no sir what are you saying, never”

A month after this, I was coming from Mumbai and I called him to pick me up from the airport. There was some political rally that day and we were stuck in traffic for hours. I was desperately searching for a cigarette shop but couldn’t see one. Sensing my frustration he offered me help- “Sir would you like to smoke?” I confessed “Ya, I would feel better with one, but I can’t see a shop here”.

What he said next was music to my ears “You can take from this” he said as he offered me a pack of Wills Navy Cut that he just pulled out from his dash board. Plucking a cigarette I asked him “But you don’t smoke. How come you stock them?” Now it was his turn to confess “Sir I also don’t smoke but this traffic…aiyyo… it’s too much sir. So once in a while I smoke to handle this. But very limited sir... only one or two per day”

To shrug of his hesitation, I said “That’s ok. Would you like to smoke as well?” He took up my offer pulled a cigarette for himself. As we lit our cigarettes and let a sigh of smoke, I saw other people in the traffic watching us in amusement.

Once my wife and I were traveling in his cab when I asked him “do you have children?” Cheerfully he said “Yes sir, I have a daughter. She just turned two last month” Tanu wanted to know “is she naughty?” Opening up to the topic he said “Yes madam, she is very naughty. In fact I have the album of her recent birthday party with me” and he handed over the album from the dashboard to us.

The parents and the baby dressed in their best clothes and smiling to the camera made a picture perfect family, a family that looked happy together. The baby was adorable and one could make out that she was center of their universe. As he put the album back he said “Sir, there is no bigger joy than going back to a home where your child is waiting for you. She brightens up as she sees me and I completely forget all the day’s stress and become a child with her” he finished by saying “I want to give her the best of education, best of everything that I couldn’t get”. It was moving to see a father trying to relive his childhood through his daughter.

Meanwhile, I got a driver and started using the cab only on few rare occasions particularly for airport drops and pick ups. On one such occasion, I saw his cab stripped off- of all the ‘dot on time’ taxi service stickers and even the wireless set was missing. I asked him “are you no longer with the ‘Dot on time’? Taking a breather he replied “yes sir, I pulled out of that service. I was paying them three thousand rupees monthly just to get information about pick ups. All my passengers call me directly so I hardly need that information, so why unnecessarily pay them”

After some time he asked me “Sir, what is this recession and when is this likely to end?” I wasn’t expecting a question like this from him, so, instead of answering I asked him a question “Why are you asking. Is it affecting you by any chance?” He was looking uncomfortable telling me “most of my passengers are from software companies and lot of them have reduced using cab services. They prefer autos or are using shared car services and when I ask them all of them say it is because of recession” To reassure him I said “Don’t worry, we will come out of it very soon”


He still looked concerned “sometimes I think I should take up a job. I even tried contacting few companies but all of them rejected me because I don’t know computers” trying to pass it off as a joke he said “this computer will never leave me”

A month later, he picked me again from the airport and today he was looking very glum. He didn’t speak a word in the entire journey. On one of the red lights, a fat, bulky guy suddenly opened the door and got in forcibly. While I was still shocked, Rao started talking to him in Kannada. From his tone I could make out that he was pleading for something. I could gather that he was requesting the fat guy not to create a scene before me. In Kannada he said “please don’t create a scene before the passenger and please let me drop him”

While the fat guy refused to listen to him at all, another person came on to the driver’s window and took off the keys. At this point I intervened “What is happening here. Who are these guys?” Mr. Rao tried his best to keep a normal face “Nothing sir, some confusion. These are recovery agents and they have got the wrong information. By mistake the bank has given them my car number” Before he could finish the fat guy looked at me and spoke in a dominating voice “he is lying to you. He has not paid the EMI for last four months, we are seizing his car. You can take an auto and go” and he signaled a passing auto to stop.

I didn’t want to look directly into Rao’s face and embarrass him more. His face was red with humiliation and I could sense that he was trying hard to control his tears. Sandwiched between the two fat guys he looked visibly meek and insulted- as if someone stripped off his honor. Now I could understand why he might have opted out of the ‘Dot on time’ taxi service, he could not afford the service anymore.

I wanted to help him but there was nothing I could do. All I could say was “Don’t worry everything will be fine. You call me if you need any thing” As I was getting into auto, he ran up to me with teary eyes said “I am sorry sir, very sorry for all this”. Sensing his helplessness l said “don’t be stupid, be strong and sort out the matter. Everything will be fine”

That evening I called to check on him if he was fine. He was sounding better now “the matter is in control now sir. They have given me a month’s time to pay the due amount. I will arrange it by then”. I offered him help “tell me if there is anything that I can do. Anything” I was careful with my words as I didn’t want to hurt his self respect.

For the next one month whenever I called Mr. Rao, he always arranged a cab for me but never came personally. He would always apologize and tell me that he was with some other passenger or that he was not feeling well or that he has gone out of town. I thought he was too embarrassed to face me and understood his situation completely.

Then one day he finally called me and said “Sir I wanted to meet you when you are free. Can you give me some time” Unable to read what was on his mind I said “You can meet me tomorrow morning at eight thirty. That’s when I leave for the office; I will see you outside my apartment’s gate”

Mr. Rao was waiting for me at the gate. For the first time I saw him in a shirt of some other colour than blue. He was wearing a crisp white shirt paired with black trousers today and looked better that the last time I saw him. In his hand he held a brown envelope. I greeted him “how are you and where have you been?” and stretched my hand for a shake hand.

Holding my hand in both his hands, he gave me large smile and told me “I am fine sir. I sold my car last week and paid back the loan. I have decided to take up a job. Just wanted to give you my CV, if there is anything in your company please do let me know”.

Taking his CV I reassured him “good, you have decided to make a new start. I will definitely look out if there is anything for you”.

Then as I turned on my ignition he proudly declared “…and sir I have started learning computers, I have enrolled into an evening class” he took a pause and then almost personifying computer as his enemy he said “…and this time I will not leave him"

Tuesday, August 11, 2009

Movie review: Love Aaj Kal


I have been withholding this post for almost a week now. I saw Love Aaj kal on the first day itself but couldn’t quite make up my mind whether I liked it or not. Intuitively I was comparing it with Imtiaz’s previous work. That it when I decided that I should give it some time to sink in, distance myself from it for a while and then watch it again- this time objectively and then put my views together.

Today, I got out early from my work and went straight to the closest multiplex. Afternoon shows on weekdays are generally unfilled and you have the luxury of choosing your seat. When I enquired the lady at the ticket counter for the top row, she winked at me and asked if I would prefer the corner seats. Taking her clue I clarified that I am watching the movie alone and I don’t mind any seat till it’s a top row.

While I barely settled on my seat, I saw a young couple getting too comfortable on the corner seat(s) that I skipped. Their movie had begun much before the screen lit. Without diverting much let me come back to Love Aaj Kal.

I am a huge Imtiaz Ali fan and loved all his previous work. I loved Socha Na Tha the most, followed by Jab We Met and Ahista Ahista (story by him). I love the way he decodes the youth of today- their confusions, their aspirations and their varied interpretations of love- all of this mostly unfolding in the backdrop of ever vibrant and colorful heartland of India. It is amazing how the ‘place’ plays such an important role in all his plots.

I liked the way the story unfolds in Love Aaj Kal. In terms of technique it is the most sophisticated of all of Imtiaz’s work. The parallel tracks seamlessly travel between places, people and time zones till they merge in the end. It was a clever idea to use Saif to potray the young Rishi Kapoor as well as it gave the audience a common lever to draw the analogy between the past and the present, and, it is done in a way that it doesn’t confuse the ‘aam junta’ (mango people). Personally, this was easy for me to rationalize than the logic of Paresh playing multiple roles in Oye Lucky Lucky Oye (I am the mango people).

The Saif-Deepika track confused me. I wish the director could have spent more time in building it. It was hurried as if it had to reach somewhere. It lacked ‘soul’ and was kind of shallow and superficial which makes you wonder why the couple was chasing it so hard and what exactly changed their hearts to take such intense steps. Frankly, it didn’t deserve the pursuit as shown in the movie. It was un-relatable even for the young, metro, multiplex audiences.

Imtiaz’s one liners are nothing short of insights on youth (who can forget “main apni favourite hoon” from Jab We Met) but most of the lines fell flat in this one and my heart cringed every time Saif said “Jaaneman” with a nasal twang.

Deepika looked a million bucks and to me her role was more challenging than Saif’s. Her character required a restraint which was very endearing. She shows all the right expressions but needs to work hard on her dialogue delivery.

I know I shouldn’t get into each scene but some of them were so repulsive that I have to mention them here- the flirting scene between Saif and the other chick in the break up party was ridiculous and didn’t make sense what so ever. I didn’t understand where the ‘twist’ song came from- it was way too ‘filmy’ and forced.

But what hurt me most (literally) was the picturisation of “main kya hoon” track (which shows Saif’s diminishing interest in his dream job) and the subsequent mugging scene. It was one of the most clichéd representations of an emotion even by cinematic standards.

The love story between the sardar Saif and Harleen worked well for me and I assume for most of us. There was something very pure and innocent about it and Saif looked every bit a romantic sardar. The scene where Harleen swaps her seat (in train) to be able to be seen by Saif and where she secretly brings down a cup of black tea for him in Calcutta are what I call the trademark Imtiaz scenes – the ones that melt your heart.

I liked the Saif and Deepika scene in the Delhi metro and the way they have shot the ‘chor bazari’ song. Even the final reunion scene between Saif and Deepika was understated and handled very well. If only there were more gems like that.

While the couple in the corner seats left the hall completely ‘satisfied’, I was left unsatisfied. What could have been a brilliant movie settled for just above average.