Friday 20 April 2012

Jugaad with efficiency!

When you live in a place like Delhi, and if you have been to Chandini Chowk or lets say Munirka!(the placwer all the IIT students stay) :p you' l  start noticing a few things here and there. Its then that you realize that you have always been exposed to this thing and its nothing new! What am i  talking about??
every body, say hello to Jugaad. Jugaad this is every body!..................... oh so you guys already know each other!!
So what is jugaad? or in an Indians words, "chalta hai"  , "dekh lenge" or "koi baath nahi jugaad lenge!" :D
for all those who are alien to Indian ways and methods, Jugaad means to "to make it work with what ever you have and still get the best results" . if you look at it closely it can also mean " I dont give a shit about the government or the person next to me, i need my thing to be done!"
sigh...yupp....thats Jugaad!! :D
you see Jugaad every where. on the streets,your office,your homes and even museums and monuments!
The last time i was in Chandini Chowk, walking through its shady ,scary and yet exciting streets, i noticed how dark it was and how barely any sun light seeped into the alleys. Thats when i noticed, the intricate jumbling and  twisting of thousands of electrical wires (which you might easily mistake for huge cob webs,believe me!).
There were wires jumbled and heading in every direction! (Kirchoff would kill himself if he sees this mess!)so many that they practically prevented the sunlight from entering into the street! Look carefully and you realize that there was one main line,on to which thousands of electrical lines were tapped! and those line lead straight to the houses of the proud hard working Indians! Free electricity! Now that's Jugaad!

Heres an other instance of Jugaad.
there have been times when iv squeezed into cramped spaces of a share auto. while the passenger limit for an auto might be 3 or 4 max, we Indians are quite capable of fitting 12 into one auto! every person will be so compactly spaced and fit that no one minds each others stench or onion breath as long as they reach their destination! so where does the navigator sit?? he doesn't. ....He hangs on upper railing of the vehicle while the driver zooms past huge buses and suicidal bikes! to a bystander the navigator looks the king of surfing while he balances his weight on one leg and his upper torso sticking out of the vehicle!

Thats how Jugaad works and i wouldn't say that its Indian thing,its just that its predominantly found in Indians!
Its something that the world outside envies! our ability to make things work even in adverse situations, the Americans envy that! :D
so when you are out of meat an vegetables for your noodles,what do you do?
you add in bits and pieces of samosa and sausages and voila!!  thats Jugaad!
when you were a kid you played with sticks and stones while your American friend played with limited editions LEGOs and Barbies! thats Jugaad!
When your stuck in the middle of no where and you really have to pee..!!
you search for a tree!! thats Jugaad!
ps- Americans dont have that luxury! why do you think they are intimidated by us!

So be Indian, go Jugaad!
By the proud Indian who Jugaads every day!

Thursday 9 February 2012

The real Tees maar Khan! (Facebook + youtube +twitter = Box office breaker Ra One!!!)


While scratching my head for titles to crown this article i reached a point where one would say,
"he is already the king of bollywod , might as well just name this 'king khan' or 'the dawn of the Don' (LAME!)". but after the first premier of Ra One......i was confused(a similar state as the Indian Government..!).....about this-

how on earth did a not-so-great movie(except for the fact that it was a Shahrukh starrer!!) have a 45 crore budget and a horrible end product ,still escape the gallows!???

while the estimation for losses were going on, Shahrukh was sweating bullets. The biggest investor in the endowment was having sleepless nights ,and night mares when he actually got some sleep. He knew this much for a fact that money invested in these kinds of fields did have huge returns ....or......the end of his kk-kk-k-kkkareer(the famous k-k-k-kiran dialouge ,for those snobs who are ignorant!)  but then he is the king, bollywood doesn't call him BAD SHAH  for no reason!

he did what Guru kant Desai did in the movie Guru. he went to the people. the people of India!
while Abhishek  Bachan went on foot to the corners of india , Shahrukh(the smarter guy that he is) reached the corners of the world!
how?

Welcome to the real world -  the digital world! (shivers of THE MATRIX running down the spine!)

With more than a billion people in India,the net amount of people who live in the realms of the digital world can be amounted to around 9 million! if all these people donated 10 rs each to Shahrukh ,he would have made easily more than half of his invested amount. but Shahrukh (the cooler guy he is!) went one step ahead. .......HE  ....WENT .....SOCIAL!!! :p

He started of India's biggest digital media campaign!
to make a long(but "awesome" -do the Barney Stinson imitation!! \m/) story short, heres what happened at the end of the digital campaign for RA One-


Facebook: 187,288 Fans

Not just boring videos and photos from the movie's promos and trailers, the Facebook campaign  got users creating their own pages, based on the first name of their alphabets, in the Name Alphabet(dot) one pages.
Live streaming content, quizzes, and bounty hunts that spanned the country.
The Facebook strategy also used the concept of creating privileged users, with their G.One Squad, a select community of G.One fans. The official Ra.One page also contained an embedded playlist and a link to the merchandise store.
Apart from the Ra one play station game  there was also a social  to be released for Facebook, iPad, iPhone, and other platforms. The game was made by Indiagames with a development budget of Rs 4.5 crore.



Twitter: 30,000 Followers
Ra.One's official Twitter page is hard to find - there's so many! (All with official-looking tweets about the movie, with followers ranging in the hundreds to a few thousand) .
Only over 2500 tweets old, the official page, @RaOneFanClub, has crossed 30,000 followers, said to be the most for any Bollywood movie.
and now for the fat boy bomb-


Youtube: +2,45,000 views

Ra.One didn't only post trailers on Youtube - It bought space on the world's biggest video sharing site (youtube.com/raonemovie), loaded with videos created exclusively for social sharing, SRK's podcasts and trailers.
The Ra.One video page features SRK in a VFX-enhanced Youtube video - just watch it - it's awesome!
so in the end Shahrukh made some money.  that 'some' money was estimated to be around -a whooping 40 crore profit
(rights,merchandise and every thing!! )

if that's hard to swallow. here's  what shahrukh said-
"For Ra.One, I wanted to leverage the full potential of digital media and create an experience on YouTube and Google+ that has never been done for any Indian film. I am personally working with the Google team to create a destination that my fans can enjoy from anywhere in the world…"
hmmmmm...so thats how i settled for a tittle- khano mein khan....tees mar khan (screw akshay, Shahrukhs the man!! :P)

Shahrukh Khan- The real Tees Mar Khan!!

cheers k-k-k-k-kiran! :) :):)

Saturday 4 February 2012

a day at saltmangotree!



excerpts from a business call with a client -
glen- hi this is glen Richard calling from salt mango tree! may i know who i am speaking to??

client -this is Arun kumar(thers always an Arun Kumar! :P), what is this regarding?

glen -hi!  i am glen from salt mango tree (did i just repest my self???) and we are a creative marketing organization .a
we deal with digitally promoting a brand through the platform of social media! well we are quite interested in digitally branding your company. My team is heading towards (name any place and i tell them that the SMT team is heading towards that place!) and wed like to meet up and discuss this ...how about we do this over a cup of coffee?? ( the coffee dialogue is supposed to throw them offtrack! haah!)

client- ummm....yeah sure ok...( woohhooooo ! the coffee dialogue worked!) .when exact will you be here?

glen- well arun well be there in the a few days time...my team head cud give you call on this same number then?

client-sure ...you do that....so .....................where will we be having our coffee...??? :)

glen-   ..........
glen-...... (whaa???) ummmm....any coffee shop thats nearby.( and economic!! :( ...) well arun ill contact you ASAP and send you the details.
(phone clicks) end of conversation .

wow...talk about lame and awkward!! :P somehow the amazing little amount of grey matter that i had...refused to come to terms with the fact that that dude( arun kumar!) actually might have wanted to have a cup of coffee while discussing the deal. but no!! the first thing that hit my head was- "What a cheapskate!!"  why does man always end up thinking in terms of money!??? why cant he realize that even if he might have to pay a little for those little treats,it might actually be beneficial for him in the long run! :P why doesn't sacrifice be like a reflex action to people?? is this natures way of showing mans survival skills??     would mankind cease to exist if we all started sacrificing for others like a reflex action!! :P like for example if Ram doesn't have the money to buy a pair of sneakers ,would Shyam sell off his KIDNEY to pay for Rams sneakers??? :D ...hhehehe i don't think so! see thats what made life hard...nay...i wouldn't say hard  (cuz i secretly enjoy it!! ) the word is -"challenging"! now see thats what made life challenging for us marketing  guys!
imagine a world where every body wants to be your client! imagine them ...ready to slit their pockets open and shove that bank account into your hands and say -" here you go my friend! i would rather die than seeing you not getting your incentives!!! ) imagine that! :P well lifes a bitch.......but shes hot! and you dont mess with her wedding plans!! if she says "slog".....you slog... if she says "let go" ...you let go....so in the end one fine day you will  catch her off gaurd and thats wen you .... draw your Glock 45 and say ............."its time"!
well the euphemism is just for you to know that when situations are adverse like hell ......you cope up with it...nothing teaches you that better than an experience with a real time crisis. FORGET KOTLER!! (read about that guy recently!! brilliant guy!. :P) remember ....you are in control......it has to start with  a little sacrifice....but in the end....YOU OWN THE FRIGGIN PLAY STATION! not the other way around.! you might have to start with a few sacrifices.....like buying that dude a cup of coffee!( jeez glen! can you get any more cheaper!! ) but in the end....if he doesn't  sign that deal.....remember the GLOCK 45?......... point it at him and say those legendary words.......
" ITS TIME"!!!!  
:) :) :)