Random thoughts on advertising

This post has no specific message – I am not trying to say something very deep or meaningful. Just some random thoughts – the sort of things you might put up as a facebook post; except this is perhaps a bit too long for that.

Some days ago I saw the new Airtel ad on ndtv – there was in fact a 20 min programme discussing the merits and demerits of the ad with some of the usual suspects in tow. Setting aside the quality of the ad, I started thinking of the different ways in which brands are advertised in India and the UK.

I studied the theory of marketing more than 15 years ago, so I might be getting things very wrong here…but my memory of marketing 101 seems to suggest that as the market evolves and as brands evolve, communication moves from focusing on the functional connect to the emotional connect. A mature market therefore would have brands selling almost purely on the relationship with the brand; especially as functional differences between brands would be minimal. So, in theory a detergent would not be just saying that it washes whitest but that it makes your family feel better, etc, etc.

What interested me was that advertising in India does indeed seem to have gone that way. Brands like Airtel, surf, google and so on have made very emotional ads where the functional aspect of the product is often minimal. And this has been the case for many years now …think of the original Hutch ads, the Titan ads for so many years, the Raymond advertising. Emotional connect has always been strong.

But advertising in the UK – arguably a much more mature market – does not seem to be so strongly emotional. In many categories one sees very functional “scheme” advertising rather than emotional “theme” advertising. A mobile phone company would talk about how many minutes it gives and what the latest iphone deal is- there is no brand differentiation. Telecom providers talk of how easy it is to switch service providers and how much download they are offering for such a low price. Banks keep on selling on the basis of low mortgage rates and the hard-nosed benefits of switching accounts to them (2% off on direct debits or 100 pounds into your account if you deposit 1000 pounds a month). Supermarkets almost exclusively play up short term deals; even though some of their by lines can be decently emotional, such as “every little helps.” And then there are the aggregators whose advertising ranges from the sublime (comparethemarket, which I guess is more emotional than functional…even though the take away is that for best car insurance one should visit comparethemarket.com) to the ridiculous (go compare); but the game there seems to be only top-of-mind awareness with brand connect not really a part of the marketing brief (my view, at least).

Of course, as a person who has not grown up in the UK, perhaps I do not always get the emotional connect. But when I see some of the earlier advertising in this country – some of it certainly was quite “theme based” rather than “scheme based”. The JR Hartley ad from the early 80’s, for example, is genius. But then again, perhaps, it is only those which remain in memory and the vast majority were always “scheme based”. I don’t know.

So, the final point is that I am still intrigued at this relative difference in communication strategies in these markets. Is it different in other mature markets? Or am I just getting my marketing 101 very, very wrong?

‘wots in ə skript

What constitutes a language – I would have said words and how they are used. That is the core of the language. Spelling, pronunciation and such like help in standardization and create dialects...but they don’t create a different language.

There is another aspect to a language; script – how it is written? Is that critical?

More than one language is written using the Latin script as is more than one language written using the Devnagri script. It is less common to find one language written in multiple scripts...but more of that in a minute. However, clearly there can be no one-one linkage between a language and a script. That, in itself is not a watertight argument - there can be no one-one linkage between words and a language- but if sufficient number of words are common, one is perhaps not looking at two different languages but dialects of the same languages. But, of course, the words are still going on to define the language (or the dialect); does script in any way define a language – at least in one direction (many languages may be written in script X but language A can only be written in script X)?

I have never considered script to be an integral part of a language. But over the last few weeks, I have come across a few things which suggest that not everyone thinks that way, and that intrigues me?

I was speaking to an old friend the other day about Urdu poetry and where to read some of it from. I suggested to her that the best place to start was urdupoetry.com. She had heard of the site but did not like it because it was in the Roman script- while she cannot read Nastaliq, she at least wanted to read in Devnagri. Now, I couldn’t understand that – perhaps because I have been used to reading/writing Hindi in Roman script for over 25 years - but she was quite vehement about it. She also added that she simply did not like many of the ads nowadays which wrote Hindi and Marathi words in the Roman script. It did not “seem” right. Again, I could not follow why the script made a difference - there is obviously a question of ease of reading but beyond that – why is it wrong when the same thoughts, indeed the same words are being expressed.

Now, this might seem, at the end of the day, a fairly minor thing but in the Indian context it has one very important outcome – the distinction between Hindi and Urdu. Quite independently of the discussion on script, I recently had a discussion with another friend over the basic difference between Hindi and Urdu. I am not going to go over the details of that argument, but broadly put I argued that these are both dialects of the same language – Hindustani or Khadiboli- which over the past century have diverged; whereas he argued, as I understood it, that they are historically 2 different languages which having co-existed for so many centuries have developed many similarities. Each of you can have his own view on this- I am not going to belabour this point.

But I do strongly believe that, for most people in India today, the biggest difference in their minds between Hindi and Urdu is the script. That, more than anything else, defines the difference. In speech one can’t easily identify the difference. How many people would really care to consciously make the difference between “mushkil” and “kathin” – they will probably say what they are used to saying. And if the person in front uses the other form, they would, without any effort, understand. Ditto for “mitr” and “dost”. Or “upyog” and “istemaal”. I remember Vajpayee’s speech during the 1996 confidence vote; he ended by saying some thing like –“adhyaksh mahoday, main rashtrapati ji ko apna tyaagpatr dene ja raha hoon”. I don’t think till that day I even knew that a word called “tyaagpatr” existed- it was always “istifa”. But at the same time “tyaagpatr” was immediately intelligible. The borders between the spoken languages are very fluid and it is personal context which would define one’s choice of words.

But when you see something written, in black and white in front of you, the difference in the script cannot be missed. Remember that Nastaliq is very similar to the Arabic alphabet while Devnagri is used for Sanskrit as well – and since these 2 languages have religious significance from an Islamic and a Hindu viewpoint there immediately develops a religious context to Hindi vs Urdu. One becomes a Hindu language while the other becomes a Muslim one. Suddenly script takes on a much more serious dimension –one, which frankly it should not be capable of taking on.

Unfortunately, this dimension has existed in India for sometime now. Many people think that Hindi is India’s national language. It isn’t- it is actually India’s official language. However, the sub committee (of the constituent assembly) on fundamental rights recommended that “Hindustani, written either in Devnagri or Nastaliq script, at the option of the citizen, shall, as the national language, be the first official language of the Union”. Southern opposition meant that the “national language” bit was dropped but Hindu opposition, including from many in the Congress, meant that Hindustani became Hindi and Nastaliq was dropped altogether. Add to this the fact that Pakistan chose to adopt “Urdu”, a language quite alien to most of its citizens, and wrote it in Nastaliq has meant that the “script-religion” linkage and distinction has perhaps became much more etched for many people.

And so script has played its part – not so much in defining a language but in defining a culture, maybe even in defining a nation; indeed two nations.

But it doesn’t make sense to me. After all...”what’s in a script, that which we read from left to right, if read right to left would mean the same”

AAP and the story of corruption

The last month has seen one of the most amazing political stories playing out in Delhi. Watching Arvind Kejriwal’s swearing in was like some scene out a Hindi film – except that there was no playback singer....it was the actor singing himself (at least, now we know why playback is used). The film would, in all likelihood end with that scene – sachai ki jeet and all that but of course, in real life it’s all going to start now. The history of Congress supported governments suggests that this one won’t last too long either. If I were Arvind Kejriwal, I would look to get the Congress to withdraw support a couple of months before the general elections (simply go after Robert Vadra on the day the elections are announced) and then have elections along with the general elections. That would perhaps ensure a victory for the AAP in Delhi as well as buy them a few more seats at the Lok Sabha elections as well.

This of course, assumes that the people buy into the vision which AAP is selling. It is fairly narrow- get rid of corruption. Now, there are, of course issues with this - their policies on foreign affairs, defence, the economy are not so clear. I have not read their manifesto but over the next few months they need to articulate this better. Which they well might. But for the time being the anti corruption stance has been strong enough to win minds and hearts. But, do we Indians, especially the middle class, really really want to get rid of corruption. The fact is, the Indian middle class is as corrupt as it can get. In fact, the Indian mind set is very corrupt. If the AAP can stop a government official asking us for money to get a ration card – great! But what if it tries to stop us being corrupt – will we be so benevolent when we are so used to getting things done with flouting rules.

Indeed, it is amazing how much we disregard the rules on just about everything and there are a litany of examples which can be provided for this.

Let me look at one journey I made from Bombay to Pune a few months ago. I got into the taxi at Dadar and drove off. I was sitting in the front seat and belted up as we started. The driver on the other hand merely crossed the belt over his body without fixing it in. And at the first option, once we exited Bombay, just took it completely off. He even told me that there was no need to wear it now. I would assume that if he had been caught some money would have changed hands with the cop and there would then have been a diatribe about how corrupt cops are. But wearing a seat belt—that's a big no, no!!! As you get out of Bombay, there are a number of traffic signals one needs to wait at. At each of these, all drivers have started inching forward and crossed the stop lines way way before the lights have turned green. Why? I wish I knew. Let the police crack down on this and I bet someone would make a comment asking why is the police harassing innocent citizens when the big fry are being left alone.

Anyway, we were on the express way and we stopped somewhere at Lonavala at one of the halts. I bought a packet of Chiwda at one of the shops. The printed MRP – Rs 48. On proferring a Rs 100 note, I was returned a Rs 50 note. I waited a few seconds for the Rs 2 change- clearly it was not forthcoming, so I asked. The response was – “do rupye ham nahin dete”. Kyon nahin dete, bhai? “Aise hi hota hai, yahan, koi nahin dega aapko”. I refused to buy it and went around to another shop to buy it. Same story to a point – Rs 100 given...Rs 50 returned...wait..ask for Rs 2. This time, very slowly the man returned me the Rs 2. But why did I have to ask? Is not, effectively pocketing Rs 2 off a customer fairly corrupt.

Incidentally, there used to some things in India it’s quite difficult to pay MRP. It’s often difficult to pay MRP for a bottle of mineral water, almost impossible to buy a bottle of Coke at MRP – especially at smaller shops. And everyone seems to have just accepted this. Why?

After some time I reached Pune station and got into an auto. Taking an auto/taxi in India can be quite an experience depending on which city you are in. Many friends of mine from North India or Chennai used to be surprised that autos and taxis in Bombay (and mostly in Pune as well) go by the meter. I guess one could argue that it is true market forces – every trip gets negotiated for and the best price is achieved for both parties. Again, I feel that this is another form of corruption which gets indulged in. But since I know Pune, I can get by decently. So, I was soon on my way to home in the auto.

On the way to our place, we cross the Pune Sholapur road which has 2 lanes in the middle (one on either side) which are dedicated bus lanes. As we approached, our auto driver nonchalantly drove into one of those lanes. I asked him – “arre bhai kya kar rahe ho...”. “Sir, aap bambai se aaye ho...yahan to aise hi chalta hai” And yes, the reality is that while perhaps 80% of people did not get into the bus lanes; there is a good 20% (of all types of traffic) which does it. Even if the other lanes have moving traffic.

Finally, we reach our society. My parents live in a place which has about 200 independent houses on about 20 roads- a single road down the middle with veins on either side. All the houses are single storey because for the last 20 years the gram panchayat has not given permission to built the 2nd floor. Just a few months ago they finally did, subject to the elevation being the same. I could see that some construction has begun. I could also see a couple of houses which had gone rather overboard – in flagrant violation of the guidelines and perhaps even encroaching on their neighbours. I asked my father – “how come this chap has built it like this?” The reply – “Yeah, some of the society officials asked him. He said –‘go to court, if you want’. Who will now go?” Again, we are very happy to violate rules when it favours us.

All this in one 4 hour journey from Bombay to Pune. The list of course is endless. The mid sized businessman who does not pay income tax and does everything on “cash basis”...and then says that the government does not give enough services; the householder who happily gets his meter “fixed” to pay less and then complains about “mehengai”; the person who smokes on the road knowing full well it is illegal. This is not about corrupt government, this is about a society where corruption is acceptable...until it affects us.

The AAP’s stated position is that the root cause of all evil in our society is corrupt politics. That may be true but the rot has now set in and it may not be enough to just remove the root cause. But does it have the guts to go ahead and look beyond politics. Some things can be changed relatively easily. It’s not too difficult to stop, say traffic violations. I seem to remember that few years ago Bombay police greatly reduced the number of drunk driving cases during the New Year season by picking up one South Bombay lad about a week before and keeping him in lock up for a couple of days. And publicizing this big time. Similarly, many other things can be stopped with some targeted action. But how will we react when the target is not a “bhrasht neta” but an “aam aadmi.” If AAP can get a few big scalps first they might be able to get away it with it. They could however find that their honeymoon with the people also ends very fast. And finally, that might be the biggest tragedy - that we are not willing to look at the mirror and see its reality. There is hope currently...but I am not yet sanguine.