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Aren’t the new age brands being outdated in their brand thinking?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)

How do you sleep at night?



Hindi movies post-independence and pre-liberalisation often compared the quality of sleep the rich had vs the not so rich. The rich might have had the soft beds in their ‘palaces’, but it never could match what the street dwellers had on their side – a clear conscience. Inherent in this was the suggestion that if you were honest in license raj India, you would be living on the streets anyways.

This was an important message in those days. To help the not so rich majority cope with their lot and not feel too resentful. The pre-dominant mood of the nation which at some stage boiled over in the form of the angry young man.

Couple of decades of beyond Hindu rate of growth later, we have another predicament. The co-existence of people living in the agrarian, industrial and knowledge age.


While the first lot serves as inspiration to the other two scrambling to send their kids to English medium schools to escape their lot, they have a problem of their own. Now a sizeable population (addressable market), this lot sometimes struggles to sleep in theirtwo or three or more BHK palaces.

Not necessarily because they worry about their honesty, but something else is keeping them awake at night. The question – what price do we pay to get here? At a more obvious level, the price seems to be the stress, the long hours at work, the never ending week, the vanishing time for our loved ones, loved pursuits, the toll it takes on our health…

The real worry is perhaps the sum total of it all. What kind of a person we are turning out to be in this chase. Or worse, what ugly truth about ourselves are we revealing to ourselves. As we struggle to live up to our ideals of being a good son, brother, parent, spouse, human wondering if we have become the palace dwellers we once despised.

And so today it is the relatively rich that need the coping mechanism.

And for that, ironically, they need the ones on the street. Daan-punya has always been our way of earning brownie points – with the powers up there or the voice in our head.

Not surprisingly, if KBC was the idea of early liberalisation, Satyamev Jayate is the idea of today. You don’t call to become a crorepati, you call/sms to give.

Many brands have woken up to this reality, lifting social do good from the peripheral to right at the core of their idea. Resolving a conflict which lies at the very heart of consumption, by making consumption itself a force of good.

I am certainly not complaining. It would be a good day (night) when to sleep well, no one will need to live on the streets!

Maybe it’s time then to revisit what your strategy articulates as insight. And see if you spot a ‘problem’ there?