Are you listening to the emerging counter-cultural stories?
(Posted 25th March 2019)
Creating brand’s cultural relevance through contradictions
(Posted 07th March 2019)
Why creative briefing doesn't work
(Posted 02nd October 2018)
Accidental brilliance? Looking at #Dhara Jalebi 20 years later
(Posted 16th December 2016)
The clash of Indian masculinities
(Posted 5th November 2014)
Is the future of big brand ideas dark?
(Posted 5th September 2017)
Isn’t it time the hotel industry borrowed a trick from Airbnb?
(Posted 29th July 2018)
A different kind of a hero
(Posted 8th March 2017)
Gol gappas or gold medals? Which side of #Dangal are you on?
(Posted 1st January 2017)
Strategic importance of vulnerability
(Posted 28th June 2016)
Anushka’s trolling comes from innate cultural belief
(Posted 15th May 2016)
Goose pimple stuff: All time awesome campaigns in India – I
(Posted 15th May 2016)
Well played sir!: All time awesome campaigns in India – II
(Posted 15th May 2016)
Mobiles, mobility and the importance of guilt
(Posted 15th May 2016)
Where in the food chain is your food brand?
(Posted 12th February 2014)
Return of the angry young man
(Posted 4th January 2015)
Amul – ye butter hai ya twitter?
(Posted 18th December 2014)
Who’s your enemy?
(Posted 15th November 2014)
Six pack abs, designer stubbles and tattoos
(Posted 18th September 2014)
Are we falling in love with Samsung`s geeky authenticity over Apple`s hype?
(Posted 12th September 2014)
Is your brand missing in your brand’s social media strategy?
(Posted 15th April 2014)
Brand rejuvenation: is your brand trapped?
(Posted 27th March 2014)
Aren’t the new age brands being outdated in their brand thinking?
(Posted 12th February 2014)
Why brand managers should spend more time on jokes and cartoons…
(Posted 25th March 2014)
Why the cricket team’s loss bothers the parent in us
(22nd January 2012)
Shallow shlacking: why Hindu’s campaign gets the buzz
(Posted 1st February 2012)
Shall we stop targeting our audience now
(5th February 2012)
How do you sleep at night?
(17th June 2012)
Is there a problem in your insight?
(25th January 2012)

Return of the angry young man


Return of the angry young man

Much has been documented on the rise of Amitabh. The angry young man phenomenon of the early 70’s. Mirroring the angst of a generation experiencing the souring of the independence dream. Feeling let down by the government that was meant to be the ‘mai

Return of the angry young man
baap’, the ire in Amitabh movies was often directed against a father who didn’t turn out right. It caught the original romantic superstar Rajesh Khanna by surprise as his durbars and box office collections began to thin out.

Return of the angry young man
After a heady decade and a half, followed by a string of flops, Amitabh in his own words realised ‘the new generation was not angry anymore’. As India began it’s romance with liberalisation, the anger gave way to eager anticipation of good times that lay ahead. Amitabh transformed into a ‘benevolent uncle’, the gracious host of KBC. And the romantic RK was reborn as SRK.

Return of the angry young man
Fast forward two and a half decades and we found ourselves on the wrong side of India shining. The prospect that the good times were not lasting forever, initially met with nervous humour, became a threat that refused to budge. With the need for protecting wellbeing replacing romance, the romance with MMS, the magic uncle, turned sour. As India sought reassurance that someone was in charge, quiet was no longer the adjective for strength.

As our new source of hope (boy can he talk!) and his band of digital followers demonstrate, being able to combat challenges, not through quiet results, but aggressive expression, is the new mantra.

Not so long ago, for the intimidating Mathew Hayden, aggression meant what you saw in Rahul Dravid’s eyes. Today as the quiet league of Laxman, Dravid, SRT and finally Dhoni hang up their boots, you might need to watch out for the middle finger instead.

Return of the angry young man

Welcome aboard … captain