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Creating brand’s cultural relevance through contradictions
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Accidental brilliance? Looking at #Dhara Jalebi 20 years later
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(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)
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(Posted 12th February 2014)
Return of the angry young man
(Posted 4th January 2015)
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(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Aren’t the new age brands being outdated in their brand thinking?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…
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Why the cricket team’s loss bothers the parent in us
(22nd January 2012)
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(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)

Mobiles, mobility and the importance of guilt


The moment from 20 years ago is still rather vivid in memory. The star of the moment - my newly acquired mobile phone. Torn between work going on in office and a date with my girlfriend, I experienced the power of mobile technology. I could be with her, assured in the knowledge that my team could reach out to me if needed (trust me, two decades ago, this felt nothing short of sci-fi magic!).

In these two decades, mobiles and then internet have been the most salient characters in the liberalisation story. And the stories told by brands, largely the mobile networks, a great lesson in how brand meaning making works best and when it doesn’t.

It is possible to sum up the successful strategies across brands – they have all addressed our anxiety around the price we have paid while pursuing (upward) mobility. The variations in brands have come from the filters through which they looked at the price.

Airtel began with the most fundamental one – the price our family relationships paid as we pursued economic mobility. As duty separated Dads from kids, couples, sons from fathers and even generations (remember ‘bas kar pagle, rulayega kya?’)

Vodafone (then Hutch) chose a more nuanced (and a less obvious, but powerful) one. The price our somewhat cutthroat and ruthless pursuit extracted in the form of our innocence. As relationships gave way to ‘networks’, Vodafone reminded us of the most innocent connections we had experienced before getting caught up in the race.

Idea looked at progress from a societal lens as opposed to the family and friends filter the big two brands had used. It tapped into the other side of the India Shining story – that unless our progress as a country was more equitable, and accessible to the not so privileged, maybe it wasn’t such a shiny story after all.

Do you see a pattern in these? The stories have carefully steered clear of what would be a more obvious proposition from the mobile category à the enabler of progress or mobility. Instead, all three have looked at the downside of progress and our resultant guilt.

Isn’t it interesting that stories around success and achievement, be it Tata Indicom’s ‘ Insaan phone lata hai taraqqi ke liye’ or Reliance’s ‘kar lo duniya muthi mein’ have barely passed muster?

There’s a lesson somewhere in that. Brands need to acknowledge what the consumers are themselves seeing the category deliver. And avoid wasting stories trying to tell them that. Instead, they need to focus on the other end (and there usually always is one). The downside of the proposition. In this case – the guilt of mobility. And build stories addressing them instead.

Looking back, maybe the reason why the moment 20 years ago felt special was not the date itself, but the guilt I would have experienced being away from work. Darn! Hindsight can be cruel at times!