thinkunthink
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Sep 12, 2015
Feb 3, 2015
What’s a decent age to die?
This question popped into my mind a couple of times in
the last few months. I have been having a health issue that caused me a whole
lot of worry initially and now causes some amount of discomfort and pain.
After crossing forty many people face some or the other
health issue, so why did I have to go and delve into my mortality? Well frankly
I can’t pin point a single reason, but I did (wrongly) think at some point of
time that I might not make it (being a creative person my imagination tends to
go to extremes almost all of the time). That aside even after I was told that
my health problem was going to resolve itself in due course, I still thought
about it a few times.
So what is a decent age to die?
Is it decent to die before your children are grown up and
able to cope with having one less parent?
No. Definitely not.
You’ve got to be there for them for a very good amount of
time. How much time seems decent? Well I came to the hazy conclusion that if
you live until they are married then it should be decent. This brings to mind
soppy Hindi film storylines with the ill mother saying that she would like to
see her child married before she dies. Whatever. I thought it nevertheless.
What is a socially decent age to die?
When should you die so that people do not point it out
and think you’ve died too young? This depends on what the general social perception
about it is, and frankly I don’t care much about this one. So let it hang, it
doesn’t deserve any deliberation.
What is a good time to die for your own sake?
Now this was a really tough one. On the one hand by the
time you are forty you’ve experienced most of what there is to experience in
this material world. The spiritual world of course hasn’t even been scratched,
and anyways the spiritual world doesn’t really care about whether you are
living on earth or a soul freed from its body cage. Coming back to what is a
good age to pop-it for your own sake, of course ‘the length of your natural
life’ is a no brainer, but what if it were to be cut down unnaturally? Anything
past fifty five seemed to be a good time. Your body is giving indications that
it’s time to go, and all the material things are just repeating themselves
endlessly. So, it will be good to hang on till that age at least, I guess.
Which brings me to a related question. What will I miss
when I die? My family and loved ones for sure. Not much else though. Everything
else, deep deep down is actually insubstantial. What really matters is the ones
you love and who love you.
The question finally turned around on its head and gave
me a simple answer.
Something beyond my physical brain said to me, “Sanjeev,
make hay while the sun shines. Spend time with those you love and who love you,
spread happiness among them, be happy with and for them, do things that make
you and them happy, experience the moment to the fullest. And leave the rest to
God.”
So make the most of your time and don’t ever think (I’ve
stopped) about what a decent age to die is.
Oct 6, 2014
It’s not creative unless it gels – sorry Mr. Ogilvy!
David Ogilvy had quoted the advertising mantra of Benton
& Bowles ‘it’s not creative unless it sells’ in his iconic book on
advertising, and it became inseparably associated with him. One of the most ubiquitous
advertising quotes, it has valiantly stood the test of time. However, the
Internet and Social Media have changed the dynamics that made the world tick in
the Mad Men days, when giants like Bill Bernbach and David Ogilvy ruled.
‘Unless it gels’
‘It’s not creative unless it gels’, is just a two letters
variation of the original but reflects a deep shift in the way the world
communicates today. Gone are the days when an advertising campaign with
adequate media budgets was certain to deliver results.
Enter 'unless it gels'. Read more...
Jul 30, 2014
How not to judge creative OR death by committee-titis
When you start something new, you learn a great deal by
trial and error. You make mistakes and then you figure out the right way or
someone teaches you. Sometimes, certain mistakes take longer to spot and
correct. One such mistake is the tendency of new marketing executives to judge
a creative piece, in pieces.
The tendency is to make sure that everything in the list
has been done correctly. They start ticking off the different requirements and
parts of the creative and when all ticks are there, they feel that the
objective has been met.
What they do not realize is that the whole is much
greater than the parts. If you breakdown a creative piece into several parts,
you may get all of them right separately, but together everything may not work
out very well.
Let’s have a look at what the requirements and parts are
that a beginner marketing executive will look out for and tick off.
Well
everything is ticked, so let’s have a look at the final creative. Read more...
Jul 12, 2014
Your best creative ideas are 3 absurdly simple steps away
These three steps might appear over-simplistic at first glance, but follow them sincerely and you will bring out your best creative ideas. You’ll have to be totally honest and objective about it all, though.
Step 1
Place. Place. Place.
Find 3-4 outstanding ads (maybe Cannes gold winning pieces or any creative ideas that you really admire from the last 3-4 years) and place them on your soft board. Leave space for another ad in between them.
Apr 17, 2014
Delhi’s most notorious camouflaged traffic light
It is at a place which appears to be a free left turn,
and deeply conscientious traffic policemen hang around just after the turning,
waiting to catch anyone who misses the ‘blink and you miss it’ traffic light.
I am talking about the traffic lights on the left turn from Mathura Road, at the Pragati Maidan crossing, when you turn towards the Pragati maidan Gate No. 2, National Science Museum and the Ring
Road.
Here’s the route marked on a map:
I had the misfortune of being stopped and fined at that spot myself. As always I took the
left from the Matka Peer and drove straight through the free left, but then a
traffic policeman fearlessly stepped in front of my car. I parked the car by the side of the road and asked him what
happened. He acted very offended and told me that I had jumped a traffic light. I
actually asked him where the traffic lights were, and he pointed them out.
It was obvious that I hadn’t seen the red light but the traffic
policeman was hell bent on booking me. My choice was to give him a 30% of fine
amount bribe or pay the whole fine. I chose to pay the fine, mainly because I
felt cheated by the way the traffic lights were camouflaged and how the traffic
policemen hovered there like bribe-hungry vultures.
Several more traffic policemen were lounging around,
leaning on their parked motorbikes, looking quite smug, secure in the knowledge
that most people will miss the traffic lights and fall straight into their
waiting 'bribe-greased' arms.
If you want to avoid giving them money or paying a hefty
fine, then take a good look at the photographs that follow.
Here is Gate No. 3 of Pragati Maidan that you will pass
on your left:
Here is the petrol pump just before the left turn:
The Matka Peer (not visible) is to the left, in front is the foot overbridge at the turning:
Here we come to the left turn:
Could you spot the ‘blink and you miss it’ traffic light:
More shots of the traffic light:
Just beyond the camouflaged traffic lights:
This is where the traffic policemen like to wait for their unsuspecting quarry:
A little down the road is the Science Museum, and further ahead you will hit the Ring Road.
Here's wishing you safe driving and happy traffic lights spotting.
Apr 10, 2014
Anyone notice the father headbutting the child in the SBI home loan for women ad?
The film is perfectly medicore except for a lively bit of headbutting that the father does with the child right at the end. A shot that should have been a natural scene of a mother and father hugging their child, is more like a race to place your head at the exact right position for the camera, disregarding the fact that you are headbutting your little son in the process.
Also the one tear streaking down the mother's face reminds me of clearly fake tears of masala Bollywood films of the eighties.
Considering the production values are decent, this looks like an oversight that should have been caught at the video editing stage.
Here's the TVC:
Also the one tear streaking down the mother's face reminds me of clearly fake tears of masala Bollywood films of the eighties.
Considering the production values are decent, this looks like an oversight that should have been caught at the video editing stage.
Here's the TVC:
Apr 6, 2014
Mar 20, 2014
Mar 3, 2014
How to reach Aravalli Biodiversity Park in Vasant Vihar
The route is very simple, however we made the mistake of
trying to follow the GPS route shown by Google Maps, and that was our undoing.
We ended up inside a very crowded part of Delhi with a
tiny motorable road hemmed in by small shops and closely packed single-room homes,
with water buckets, wares, furniture and children spilling over into the path of
our car. Hence I thought I should make it easier for you.
I am taking out the crazy up and down, zig-zag, and
u-turning we did for 45 minutes while following the GPS directions.
How to reach
Aravalli Biodiversity Park, Vasant Vihar:
We approached the Aravalli Biodiversity Park from the Ring
Road. First we took a turn at Bhikaji Cama Place towards Safdarjung
Enclave/DLTA Courts/IIT. We went down that road till we reached the T-point
under the flyover. There we took a right to get on to the Outer Ring Road.
We left the first left and looked for the main road into
Vasant Vihar that leads straight to Modern School along the Poorvi Marg.
You will pass this marketplace on your left just before
the turning.
Feb 8, 2014
Why aren’t there cheap mass produced credit card machines for transacting safely on the Internet?
I am expecting a scathing answer from someone who knows
about all this.
*cringe*
However, until I get it I am going to keep asking this
simple question. Why aren’t there cheap mass produced credit card machines on
which you swipe any one of your credit or debit cards safely, and buy anything you
wish to from the Internet? No one needs to know your card details, your pin,
you don’t need to type in anything on a website.
Chances of fraud are eliminated as you yourself are
swiping the machine.
And you will only need to buy one machine for all of your
online purchases. In fact, you may need just one personal credit card machine for
your entire life. After all these machines are built for high frequency use
over long periods of time, and most people will only use them a few times a
week.
One obvious reason may be the cost of technology to
connect a personal credit card machine to the payment system of a particular
website. However, from my limited understanding of credit card machines, they
basically connect over a telephone line to a particular credit card network/bank/financial
institution. Which means that every website can have a specific number displayed,
where a buyer needs to dial in through his credit card machine, to make a
payment.
Sounds so simple, yet there is a major catch somewhere (I
have a feeling that it will be an embarrassingly simple answer, as I have always
been slightly ‘all things financial’ challenged).
If you have reached here, I am sure you have some theories
or better still you have a concrete answer to my question. Please be kind enough to post it in the comments.
Feb 7, 2014
An enormous admirable effort, if only it could be tweaked a bit!
This is an ad for a spray that relieves throat
irritation.
The concept is fab, the twist of ‘weak si goli’ (a play
of words on the Hindi television ad about the ‘Vicks ki goli’ – translation is ‘the
Vicks lozenge’, with ‘weak si goli’ translating to a ‘weak lozenge’) is awesome
but I felt that somehow the message got a little lost in the craft.
The part where the gothic opera heightens the effects of
the ‘goli’ should have been brought down a couple of notches. It creates a very
potent audio burr that takes away from what comes afterwards. The punch line
and the greater effectiveness of Lary Spray gets weakened. And a voice over
that is indistinct further adds to this. They are saying ‘weak si goli’ so they
should say it loud and clear, not half-heartedly hidden away.
This is such a lovely effort, if only it could be tweaked
a little bit. The over-dramatization of the effects of the cough lozenge
brought down a few notches, the voice over made clearer and the product demo
given a teeny weeny bit more space. Of course, as always, this is just my opinion and I could be totally wrong :)
I have become an enormous fan of enormous, the ad agency that made the ad, though!
Jan 24, 2014
What will the final perfect social network be?
The internet is getting faster, we are sharing better, the mobile space is helping us share better. We can stay connected every moment of our lives. The means of staying connected and sharing is getting better and faster.
We started with phone calls, then emails, SMS texts, photographs,
then videos, live video chatting through the web and mobile devices, we have iPad
facetime, Google glass is here, we can even send smells across mobile phones
now, holographic images will soon start getting projected by mobile devices.
It’s all getting better and faster and more real. So
where will it end? What will happen when social media, sharing and connecting achieve
technological perfection.
Will we achieve ultra-human connectivity? Social
connectivity that is going to be much better than the real thing. We won’t need
to do anything to connect and share, just let our brains work. We will live connected
and share perfectly without needing to actually get our delicate hands soiled.
Jan 9, 2014
Dude, where’s my soul?
Every new generation that comes along is getting more materialistic. As a natural consequence, the world is becoming a colder place.
The bonfires of kind people are getting further and
further apart. Not because people are not kind and good anymore, but because
kindness and goodness seem to be old fashioned (#kindness needs to trend on twitter).
Well, kindness may go out of fashion, materialism may go out of fashion, the internet
may go out of fashion, but dudes, the soul will stay.
In this whole shebang of digital, connected, gizmo,
smart, apps, brands et al, we are all forgetting our souls, those invisible unknowable
entities that speak through our conscience. The young have to remember that
they are not here just to make money and buy things, they are here to live
happy fulfilling lives (and there’s no real happiness if your soul ain’t happy).
So dude, ask yourself every once in a while, hey
where’s my soul?
Jan 2, 2014
I WAS SOOOO WRONG (see highlighted text in this post) - Uruguay’s ‘Arvind Kejriwal’, President José Mujica, has been running the country since 2010. When will India’s Arvind Kejriwal run the country?
Uruguayan President José Mujica, seen in this photograph
at the swearing in ceremony of his finance minister, gives away 90% of his $12,000
salary to charitable organisations that help poor people and small
entrepreneurs. He has declined to live in the opulent presidential palace or
use its staff, and instead lives in a small one-bedroom apartment and drives an
old Beetle. He's often called ‘the world's poorest president’.
He cares deeply about economic inequality and even as the
president of a major nation, he is making tremendous efforts to lead by
example. He has been consistently winning praise from his countrymen and the
world for his reform efforts, and has taken bold political decisions like legalising
marijuana.
Dec 27, 2013
687 traits of highly successful people - the ultimate list!
687 unique and overlapping traits of successful people in
lists of 4, 5, 6, 7, 8, 10, 11, 12, 13, 16, 17, 20, 25, 27 and 30.
Just click on the screenshots to go to the complete list
page. Here are all 687 of them, go ahead and start being highly successful this new year, after reading them all:
10-traits-extremely-successful-people |
Nov 9, 2013
Guess how many of China's over 3000 TV stations aren't run by the Chinese Government?
The answer is zero.
Every single TV station in China is run by the state and is allowed to only telecast pre-approved and sanitized programmes, films and content.
To give you an idea about what is censored, they have recently asked episodes of a long-running children's cartoon called 'Pleasant Goat and the Big Big Wolf' to be censored because of violence.
Freedom of speech and seems to be so severely curbed for the Chinese people. One the one hand it is becoming an economic superpower and on the other hand it is inside an impregnable shell that does not allow the Chinese people truly integrate with the rest of the world.
Time for some change I feel. When it will happen, can only be answered by Mr. Wen!
Oct 21, 2013
And you thought a good youtube video that goes viral is just a piece of creative laxation!
Without getting into too much blah blah about creative
angst etc. etc. let’s just get down to the facts.
A youtube video about a new product by an unknown company
went viral and has resulted in, as per their own website, this:
BIG POO NEWS
Our new YouTube
video has constipated our shipping system. In one week traffic on our website
increased over 13,000% Holy crap, right!
We are working day and night, but please give us up to 2 weeks to get your
PooPourri shipment out the door. Make sure to order now to get in line!
Thanks,
The Poo Crew
Yes that is right, a 13,000% increase and such incredible
sales that they cannot ever hope to keep up.
The video could have been anything, a classic demo video
showing comparison between products, a film showing people delighted by the new
aromas replacing the bad ones, using a powerful 30% off offer as the selling
point, but…. they chose a route that was completely different and
unconventional and in a way radical.
I am sure you want to have a look at it. Here it is:
Happy poo pourrieing!
Oct 15, 2013
Vital new business meeting etiquette - #1 You can be late for a meeting by one attosecond, but DEFINITELY CANNOT be late by one yottasecond!
Free images collection |
An attosecond is one quintillionth of a second or
0.000000000000000001 seconds.
A yottasecond is 32 quadrillion years or 32,000,000,000,000,000
years.
Try imagining both these units of time. How many
attoseconds did it take you to imagine it? Or better still how many
yottaseconds did it take you?
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