tag:blogger.com,1999:blog-81235825307480116182024-03-14T00:36:46.081+05:30Coffee and Donuts with JWT PlanningSMALL BREAKS TO CATCH UP WITH THE BIG PICTUREMythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.comBlogger151125tag:blogger.com,1999:blog-8123582530748011618.post-13971365256252291522015-04-20T14:20:00.000+05:302015-04-20T14:20:07.870+05:30What Women Want: Part 3 - What's in their pocket? <div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="background-color: white; color: #444444; font-family: Calibri; font-size: 12px; margin: 0px; position: relative;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai)</span></h3>
<br />
<br />
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<span style="font-family: Trebuchet MS, sans-serif;">In
budget season it is appropriate to consider the views of someone who is fondly
called in many homes as “the finance minister”. Because typically the lady of
the house is given a monthly budget, which she is responsible for prudently
stretching across essentials (“monthlies”), value adds
(eg. premium food products for the child), occasional indulgences (eg. beauty
care) and gifts (eg. festive season must
haves).<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: Trebuchet MS, sans-serif;">Home
“finance minister’s” savvy: <o:p></o:p></span></b></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Trebuchet MS, sans-serif;">Past research revealed that there are
several savvy measures women naturally, and somewhat discreetly, adopt on a regular
basis to manage their finances smoothly. To mention a few - <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-bottom: 12.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; mso-pagination: none; text-autospace: none; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">1.<span style="font-size: 7pt; font-stretch: normal;"> </span>Women have a ‘secret’ pocket or area
where they save money for personal
spends or emergencies. <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-bottom: 12.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; mso-pagination: none; text-autospace: none; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">2.<span style="font-size: 7pt; font-stretch: normal;"> </span>They keep their ear to the ground to
extract value when prices rise eg. instead of buying vegetables from the nearby
vendor they shift to buying from the whole sale market (or mandi) which sells
cheaper produce but at a faraway location <o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-bottom: 12.0pt; mso-add-space: auto; mso-layout-grid-align: none; mso-list: l0 level1 lfo1; mso-pagination: none; text-autospace: none; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">3.<span style="font-size: 7pt; font-stretch: normal;"> </span>Buying bulk quantities of high quality
farm fresh staples like rice, wheat, lentils and oil and sharing across 5-6 households.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Trebuchet MS, sans-serif;">These long standing aspects of home
budgeting savvy have now expanded to decision making and aspiration across several
other spheres of life. And
interestingly, we notice, that these new facets are no longer discreet and
covert, but refreshingly candid
acknowledgements by women themselves in a JWT Sonar Survey on What Women Want
(SEC A, B, 20-45 years)<o:p></o:p></span></div>
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<b><span style="font-family: Trebuchet MS, sans-serif;">Expanded
decision making<o:p></o:p></span></b></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Trebuchet MS, sans-serif;">On decision making – The JWT Sonar survey across Asia (India, China,
Indonesia) reveals that women believe they are the decision makers across a
range of products. When asked “in your household, who would make the
final decision about which product or service you were going to buy/use?” 70% of women replied “Me”
for the following categories: Buying a
Home appliances, Buying a new mobile phone or smart phone, Open a new bank
account. Over 50% of women replied “Me” for: buying life insurance policy and
travel. In China and Indonesia the figure is higher – with over 70% of women
making the decision on insurance policy and travel.<o:p></o:p></span></div>
<div class="MsoNormal">
<b><span style="font-family: Trebuchet MS, sans-serif;">Expanded pre purchase
research<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The
expansion observed in women’s purchase and decision making power is closely linked to their being better
informed. Our survey reveals that over 55% of women across Asia <u>often</u> do
pre purchase research using a variety of digital and non digital resources. The
top 5 sources of research are, in that order, search engine (like Google), recommendations
from friends/ family / colleagues, price comparison websites, brand / company
websites and advertising. Closely followed by product sample or demonstration
in store. (On a related note, a Google study pointed out that women tap 7
sources of information prior to decision). <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Thus,
for today’s women (“just sitting, we search on mobile, and find everything”), purchase
intent and purchase behavior reveals new dynamism and even more savvy thanks to
easier accessibility to pre research avenues.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Is
there an underlying future trend at work here? The JWT Future 100 report says
“feminism is being rebooted in the digital era, across, all generations, with a
newly collaborative, open and empowered spirit”. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: Trebuchet MS, sans-serif;">Ever green prudence <u>and</u>
fresh aspiration <o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Happily,
the prudence shown by women in the management of their monthly budget
continues. When asked “imagine for a
moment that you were given 350$ (in local currency) what would you do with it?”
Generally, Asian women would invest or save it for rainy day.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Trebuchet MS, sans-serif;">But the story does not stop at saving and
sacrifice. There is another chapter. There is a new and refreshingly bold articulation
of financial aspiration among Asian women. Over 40% of women have financial
goals like financial independence, advance career, and travel the world. Half
the women in Indonesia want to open their own business!<o:p></o:p></span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">When
asked “what was the most expensive item you purchased for yourself?” Jewelry, cars, laptops, and smartphones tend to be
the most expensive items women have purchased for themselves. At an average cost of $ 656 in India, 880$ in Indonesia,
967$ In China.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Trebuchet MS, sans-serif;">In sum, the finance
minister across homes is better informed and more empowered than before. Her
careful prudence for household purchases and innate inclination to invest and
save now has the newly added facets of financial goals and purchases for
herself. <o:p></o:p></span></div>
<span style="font-size: 12pt;"><span style="font-family: Trebuchet MS, sans-serif;">Initiatives by brands that champion these now
overt financial goals and provide savvy and timely enablers so that these goals
can be realized will forge a life long connection with women audiences.</span></span><br />
<span style="font-size: 12pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<span style="font-size: 12pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span>
<i style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; font-size: xx-small; line-height: 14.2666664123535px;">This article was first published in Hindu Business Line 6th Mar, 2015</i></div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-7724396750409313422015-04-20T14:12:00.000+05:302015-04-20T14:21:02.375+05:30What Women Want: Part 2 - What's in their heart?<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="background-color: white; color: #444444; font-family: Calibri; font-size: 12px; margin: 0px; position: relative;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai)</span></h3>
<br />
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">What
holds the answer to this puzzle – what is in women’s hearts? It is not rocket
science, I can tell you, but just a few core values that mean the world to her.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">The
quantitative data we gathered on this topic was brought alive poignantly by a
consistent pattern of qualitative ‘stories’ we heard in parallel. These stories
related to a daily event, common across most Indian households. An event most people take for granted. The exceptions being a few, loving folks who
embraced the event, in a fresh way. In case you’re wondering well, what <i>is</i> it, the first clue is lies in the
numbers, the second in the unpeeling of ‘stories’.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Trebuchet MS, sans-serif;">CORE
VALUES MATTER MOST<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">One
in two women across Asia (India, China, Indonesia) believe that a husband who
is respectful and supportive is the key to a happy marriage. When women were asked what are the Top 3
factors for a happy marriage? They replied in a consistent pattern: <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Firstly, a husband who is respectful<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Secondly,
a husband who is supportive<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Thirdly, a husband who shares responsibility. <o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">These
are the top 3 factors cited by almost 50% (one out of every two) women across Asia – India, China, Indonesia (
women 20 -45 years, SEC A, B).<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Interestingly,
with the exception of China, in other Asian markets, getting along with in laws
is a factor of relatively <u>lower </u> importance for a happy marriage, and was cited
by less than 20% of women (1 in 5 women).<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">A
happy marriage relationship based on respect and support is a consistently stated
and explicit aspiration of today’s women. This aspiration is a solid foundation
for brands to build on, by asking how these can be manifested and enabled in
fresh ways. Cueing at least 3 related points of departure for future enquiries
by categories and brands as a next step. <o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Trebuchet MS, sans-serif;">1.
<b>Firstly, how is respect and support of
the wife expressed through the lens of a particular category</b> – applying the
category or brand filter to these values is a vital next step. For instance how
does food or finance or even beauty categories, to mention a few, apply this
finding. For instance, several financial brands support a daughter’s future /
foreign education. That is not surprising because as our study reveals - 65% of
women aged 20-24 years want to become financially independent and advance their
careers. However, the study also reveals that close to 45% of women who are 25
– 45 years want to become financially independent too! Across all age groups, 55%
of women in India want to be financially independent, and over 45% of women
want to buy a home and a car! Cause enough for brands to dig into how these
desires can be better fulfilled or enabled for women. Beyond continuing to
support daughters’ education & career, time to dig into what cues support
and respect of the <u>wife</u>, financially speaking? <o:p></o:p></span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">2.
<b>Secondly, there is scope for
understanding what are the deal breakers, deal makers, and hands down winners,
when it comes to respect, support and teaching values.</b> For 80%
of Indian women, the number one factor of being a good mother remains ‘Teaching your children values and helping make them better
people’. And for 60% of Indian women it is a struggle to find a balance between
maintaining tradition and their desire to be independent and assertive. The
struggle is more intense in China and Indonesia where over 80% of women find it difficult to balance
tradition with independence. Tradition vs assertiveness, balancing vs
struggling, making the effort to teach values to children are evocative zones
of respect and support to be understood and advocated by brands, each in their
unique way. One
might ask, for the progressive matrimony brand or evolving mother brand or
modern local brand in Asia, what’s the next step that advances respect and
support in marriage and values in children?<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">3.
<b>Thirdly, exploring the new bridge of shared
responsibilities between His & Hers.</b> As home making and working
responsibilities evolve, and parenting becomes more hands on, what is the
emerging geography of chores? It is a fascinating and layered topography which is a mash up of what used to be simply his
and hers. Now, there’s his, hers, <b><u>and</u></b>
ours, either, swapping, to be decided, in flux, training, experimenting, trial period,
surprise zone, learning area, still adapting, tough times, “firsts”, getting
used to it, still …signs of what can become a fascinating insight mining exercise. That it
is desired, more - required, is
validated by another telling finding: 70% of women agree that usually “women are depicted as men would like to see them
rather than as we really are”. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">In
sum, love and its expressions of respect, support, understanding & sharing
of responsibilities continue to be some of the deepest desires of women. With 50% of women across Asia affirming their
importance, there is much to be gained from addressing them actively, in fresh
ways. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">TALE
OF TEA<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Moving
onto sharing a “story” that brings alive what the numbers reveal. It is a story
we heard consistently in focus groups. Across similar socio econonomic strata,
with both younger and middle aged married women in India. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">When
women are asked what is the one thing that would delight your heart, and give
you much happiness… initially with shy smiles, then hesitant, tender
expressions and finally with irrepressible giggles – we heard them give a
unanimous answer: we wish if our husband would occasionally surprise us by
making the cup of tea for us! <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">A
cup of tea?!<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">How
could “wish he occasionally makes a cup of tea for me” hold so much meaning for
the wives, we wondered initially! As we probed further, we learnt, that “wish
husband occasionally makes the cup of tea for me” phenomenon, emotionally
speaking ‘works’ for wives at several levels.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">1.<span style="font-stretch: normal;"> </span><!--[endif]--><b>Husband understands the wife’s need for a break</b>: he
understands that his wife needed a break from her unchanging routine and he
steps in and gives her that much needed break. In her eyes, through the simple,
and occasional gesture of making her a morning cup of tea, in her eyes, he symbolically
communicates a deep empathy towards her. Also, needless to say, as mornings are
a very busy time in most homes, it is a break at a very relevant time as well.
A true moment of respite and togetherness.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">2.<span style="font-stretch: normal;"> </span><!--[endif]--><b>Husband provides wife an open and genuine
expression of appreciation:</b> it is seen by her as a gesture of appreciation
for all that she has done; a welcome pause of acknowledgement and appreciation from
him, in what can otherwise by weeks, months, even years, of an always-on assembly
line of chores (completed yet unremarked upon, unless if there is a mistake, but
rarely, if ever appreciated when it goes off smoothly each time)<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">3.<span style="font-stretch: normal;"> </span><!--[endif]--><b>Husband embraces a supportive stance towards
role expansion:</b> When he
makes her the cup of tea, the woman sees tangible evidence, not just living
room conversation, that her husband happily encourages and embraces a certain
amount of role expansion for both himself and his wife, in keeping with modern
times.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-autospace: none;">
<span style="font-family: Trebuchet MS, sans-serif;">If
there is so much emotional meaning triggered by an occasional cup of tea, made
for the wife, imagine what more can be unpeeled as more aspects of shared
responsibility are tapped.<o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">IN
SUM: Respect, support and shared responsibility is what matters most to wives. We’re all reminded, it IS about these few
core values when it comes to understanding what women want. That’s not rocket
science. But it rarely is! <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">Especially
when we’ve set out to understand what’s in their heart! <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;">(While
you ponder that quietly, we are putting together the third module on what’s in
their pocket)</span><span style="font-family: Century Gothic, sans-serif; font-size: 14pt;"><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal">
<i style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; font-size: xx-small; line-height: 14.2666664123535px;">This article was first published in Hindu Business Line 27th Feb, 2015</i></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-21831159818030683222015-04-20T14:03:00.001+05:302015-04-20T14:21:25.756+05:30What Women Want: Part 1- What’s on their mind?<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="background-color: white; color: #444444; font-family: Calibri; font-size: 12px; margin: 0px; position: relative;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai)</span></h3>
<br />
<br />
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span class="s4"><i>“What
do women want"</i></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">It is a question that has
alternately vexed and fascinated the world! </span></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">At a recent conference, a
global marketing head travelling from the USA to India, for the first time,
remarked with a smile - after his first consumer home visit : I
learnt today that the emotional feeling of being the father of 3 daughters is universal. (His
meeting, serendipitiously, happened to be with a dad, who like him,
had 3 teenage daughters.) His concluded with a smile, two dads from
different corners of the world, and at opposite ends of the socio –
economic spectrum, and with totally different experiences - were
basically going through the same journey!</span></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">In short, that fellow feeling
of trying to understand todays’ evolving woman unites us all. </span></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">And it is not just fathers, but
also mothers, husbands, and the women themselves too, by the way, striving
to get a good grasp on this present day universal quest. All needing
to step back, ponder, and understand, at least a little
bit, what women really want. </span></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">For marketers, who
have skin in the game and realize the game is evolving
rapidly - the question is more imperative than ever.</span></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">Past Asian studies have shed
some light on this rapidly evolving target group. For instance,
summarizing Asian women rather optimistically
as “holding up half the sky” or,
more pessimistically, and worryingly, as “simmering
within”. The slant of this thesis by JWT (across India, China,
and Indonesia) is to provide a more holistic view
of women, rather than a simplistically positive
or negative one.</span></span><o:p></o:p></span></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<br /></div>
<div class="s2" style="margin-bottom: .0001pt; margin: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">This JWT study (across
women SEC A, B, age group 20-45 years) aims at drawing out a
well-rounded picture of the emerging chrysalis. And then
sharing some of theimplications for those aiming to
help our subject, and the target group of much marketing effort, to
fly. What follows, is an individual focus, in three parts on - what
is on women’s minds, what is in their hearts and finally what is in their
pockets. </span></span><o:p></o:p></span></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<br /></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">We learnt that what is on women’s minds is a widespread and
nuanced realization that their role in society, and more intimately, at
home and in family has improved for the better. In short, they agree that
women’s voice is being heard but they want more! Lets unpack why and how
this is so.</span></span><o:p></o:p></span></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="background-color: rgba(255, 255, 255, 0);"><span style="font-family: Trebuchet MS, sans-serif;"><span class="s5">Firstly, an overwhelming 90% of women, agree that
women’s role in society is changing for the better. This point of view
is evidently based, less on whimsy or wishful thinking, than ever
before. Education and independence are cited as the
underpinning of women’s “new, improved” role in society. Nearly
50% of women believe that access to work and career and better education are
the top most influential reasons for their role in society changing. “Feel
that women today are more independent and are able to express themselves
better” as a respondent in this study put it.</span><o:p></o:p></span></span></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">Secondly, and very significantly, less than one in 5 women
agrees that better portrayal of women in the media is a
positive influence for women. In other words, when women were asked “Thinking
about your generation compared to your mothers, which three of the following do
you think have been </span><span class="s7"><b>most
influential </b></span><span class="s5">for women?” their answers
are revealing. Women’s top influencers were grounded and real ones –
education and career. (Women’s portrayal in the media is NOT a top
influencer for this generation of women. Is there an opportunity for better
role models being portrayed, is a topic for discussion at another time). Both
the influencers– education and career, have their rewards and their challenges.
Making women who are influenced by them and traverse their
paths alive to their possibilities, yes, but in a very real and
practical sense. Hence words like “rights, challenges,
equality, respect, brave” pepper their feedback on womens’ evolving
role. </span></span><o:p></o:p></span></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">What is most heartening, is that women’s point of viewon
their role in society, is a nuanced view, not at all blind to the challenges on
the path. This was evident across several comments like this one, on the same
question. “They have a better say in family and financial matters though the
respect that they should get in the society is yet to come”. Or another like
minded one. “Better living standards, more working women, more educated than
before, courage, brave, facing problems, working in all fields”.</span></span><o:p></o:p></span></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">We learnt from them, that what is on women’s minds is neither
a simplistically optimistic view of their role and nor a pessimistic one.
Happily, women of today embrace a grounded “you gotta have what
it takes” view on their generations role in family and society
at large. Hmmm. Makes “rose tinted” a thing of the past, doesn’t it.
The ladies see it as it is. </span></span><o:p></o:p></span></div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="background-color: rgba(255, 255, 255, 0);"><span class="s5">Thirdly, we learnt that a natural corollary to their
realistic and clear sighted world view is the desire women have for
their voice to be heard more and their opinions to be valued more.
Given that their world view is NOT a rose
tinted one, but an objective, realistic and
grounded one, alive to the BOTH rewards and challenges– women expect
and want their realistic, grounded voice to be heard MORE. This
unfulfilled desire for women’s opinion to be valued more came marching through
the numbers in the study. Nearly 50% women (that is one in two
women) agreed with the statements “I wish my opinion at work was valued
more” and “ I wish my opinion at home was valued more”. That is a big shift!
Because earlier researches for decades highlighted women want to be
valued more (alluding to self esteem, worth, and related issues); the
recent research is highlighting women want their </span><span class="s8"><u>opinions</u></span><span class="s5"> to be valued
more. Yearning for a recognition beyond simply their “place” to
a recognition of their perspective or point of view.</span></span><o:p></o:p></span></div>
<div style="margin: 0in 0in 9pt;">
</div>
<div class="s6" style="margin-bottom: 9.0pt; margin-left: 0in; margin-right: 0in; margin-top: 0in;">
<span style="background-color: rgba(255, 255, 255, 0);"><span style="font-family: Trebuchet MS, sans-serif;"><span class="s5">To sum up “what is on their mind” – women believe their
role in society has improved thanks to education and career. But there is still
headroom for women’s </span><span class="s8"><u>opinions
to be valued more</u></span><span class="s5"> both at home and in
the workplace. Simply put, <a href="https://www.blogger.com/null" name="_GoBack"></a>ask the ladies! And then heed
their wisdom. What is your opinion about that? That is worth thinking
about! Till we share what is in their heart (the next module moves beyond
what is on women’s mind to understanding what is in their heart -
on women’s aspirations)</span></span></span><span style="font-family: Calibri, sans-serif; font-size: 10.5pt;"><o:p></o:p></span></div>
<div style="text-align: left;">
</div>
<div class="s6" style="margin: 0in 0in 9pt; text-align: left;">
<span style="background-color: rgba(255, 255, 255, 0);"><span style="font-family: Trebuchet MS, sans-serif;"><span class="s5"><span style="font-size: 10.5pt;"><br /></span></span></span></span></div>
<div class="s6" style="margin: 0in 0in 9pt; text-align: left;">
<i style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; font-size: xx-small; line-height: 14.2666664123535px;">This article was first published in Hindu Business Line 20th Feb, 2015</i></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-49602807492626031532014-10-30T18:53:00.000+05:302014-10-30T18:53:01.349+05:30Like Mum, Like Daughter<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="background-color: white; color: #444444; font-family: Calibri; font-size: 12px; margin: 0px; position: relative;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai) </span></h3>
<div>
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;"><br /></span></div>
<div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">Brands can get closer to women consumers by
helping them nurture their goals of financial freedom<br />
</span></span></div>
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
There are charming quotations.</span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
There is fierce emotion.</span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
There are tender moments of unspoken understanding.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
On the topic of mothers and daughters, there is, in short, endless and timeless
poetry.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
The slant of this piece though, is different.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
One that revolves less around emotional dependence and more around financial
independence.</span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
There is a new story bursting through consumer research.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
Mothers and daughters, we learn, from a <b>JWT </b>study of (March
2014 online survey of women SEC A, B) have a common dream: Of financial
independence.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
A top goal of approximately 42 per cent of women in their 30s and 40s is to be
financially independent. Nearly one in two mums is nurturing not just her home,
her family and her children but also her own desire to be financially her own
mistress. In the wake of this dream follow related ones such as wanting to
advance her career (40 per cent), open her own business (36 per cent) and
travel the world (45 per cent). As well as buy a home (37 per cent) and a car
(36 per cent).</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
Thus, women today are seeking an independent financial infrastructure that
supports their mobility, flexibility and freedom. Some of their key personal
duties done, they are seeking to flex their professional talents and skills
beyond the home sphere, step out into the world and earn their financial
independence.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
But that is only half the story. These women are surrounded by, and possibly
raising, the next generation of women that dream alike.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
Women in their early 20s are citing financial independence as a top goal too
(65 per cent). 'Girls just wanna have fun' now comes with some definitive ideas
of what's involved, including career advancement (61 per cent), opening own
business (47 per cent), travelling the world (42 per cent), buying a home (49
per cent) and buying a car (50 per cent).</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
Interestingly a few of these financial goals take precedence over getting
married (51 per cent). Getting married remains a top life goal - a 'suitable
boy' matters, of course! But 'suitable career' comes first.</span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br />
</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">Young women are stepping out into the world driven by clear-headed wishes for
financial independence. That they are today supported by mums who share the
same dream implies incredible support, drive and understanding to help achieve
their financial goals. (And possibly, provide wise counsel, to each other.).
Across all age groups, a whopping 85 per cent women believed that having a
career defines a 'successful woman' today.</span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br />
</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">Younger women (20-24 years), when asked, 'Thinking about your generation
compared to your mothers, which of the following do you think have been most
influential for women? ' cited opportunities for work and career (53 per cent)
and financial independence/spending power (43 per cent) as the most influential
drivers for change for women.</span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br />
</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">Mothers and daughters have a common dream, of financial independence.</span></span><br />
<span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span><span style="font-size: 10pt; line-height: 107%;"><span style="font-family: Trebuchet MS, sans-serif;">
This dream offers a relevant platform for brands to play significant roles in
the lives of mothers and daughters in support of their financial independence
and spending power. Ranging from enabler, educator, cheer leader, catalyst,
re-inforcer, call to action. And needless to say, sponsor or benefactor. What's
more, if the ladies insist on giving a treat or two, don't be surprised!
They've been wishing to do so for two generations.</span></span><br />
<br />
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="font-size: x-small;"><span style="line-height: 14.2666664123535px;"><br /></span></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 14.2666664123535px;"><span style="font-size: xx-small;"><i>This article was first published in Hindu Business Line July 4th, 2014</i></span></span></span>
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><span style="font-size: 12.0pt; line-height: 107%; mso-bidi-font-size: 11.0pt;"><o:p></o:p></span></div>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-56467162642928585292014-10-30T18:40:00.000+05:302014-10-30T18:54:37.256+05:30Across the economy, shoppers rich and poor seek value<div dir="ltr" style="text-align: left;" trbidi="on">
<br />
<h3 style="background-color: white; color: #444444; font-family: Calibri; font-size: 12px; margin: 0px; position: relative;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai) </span></h3>
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<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;"><br /></span></div>
<div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Budget used to mean cheap. Expensive
used to mean classy. The world was divided into cheapskates and spendthrifts. But
the old definitions no longer apply. Budget or value is the new smart. (And
expensive is the new stupid). Budget spells not only good value for money, but
also pretty good quality. Words like accessible, experiential, affordable and
hip describe the new value. The new value consumer rejects excess in favor of
responsible spending. Modern India’s enormous geographic, demographic and
economic shifts drove this revised perception of value. It’s apparent
everywhere:</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<span style="text-indent: -0.25in;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left; text-indent: 0px;">
</div>
<div style="text-align: left;">
</div>
<ul style="text-align: left;">
<li><span style="text-indent: -0.25in;"><span style="font-family: Trebuchet MS, sans-serif;">In the
long queues during holiday time, at the budget airline counters, where
evidently the upper crust, who travel premium class on business, find it perfectly
acceptable to travel budget class on vacation.</span></span></li>
</ul>
<ul style="text-align: left;">
<li><span style="text-indent: -0.25in;"><span style="font-family: Trebuchet MS, sans-serif;">With the
woman who has the savvy to wait and buy the latest IT gadget after it’s on
sale, or the teen owner of the trendy phone who figured a way to buy it cheaper
from the US or Singapore or online from FlipKart.</span></span></li>
</ul>
<ul style="text-align: left;">
<li><span style="text-indent: -0.25in;"><span style="font-family: Trebuchet MS, sans-serif;">From street
vendors selling designer label merchandise almost as soon as designers produce it,
and from fashion forward street customers who expect no less.</span></span></li>
</ul>
<br />
<div style="text-align: left;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left; text-indent: 0px;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left; text-indent: 0px;">
<span style="font-family: Trebuchet MS, sans-serif;">Above all, value means smartness,
experiential savvy and cultural cool. There is a new language and set of
meanings around value. We call them the five new smart codes of value.</span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<br /></div>
<div class="MsoListParagraph" style="margin: 0in 0in 0.0001pt 0.25in; text-align: left; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">1.<span style="font-size: 7pt; font-stretch: normal;"> </span><b>Opportunity
in the smart name</b> As the mass market evolves it requires new names to describe
the changes. These names include: the value segment, the strivers, the
aspirers, the emerging markets, or even masstige. These names are laced with
opportunity and panache earlier reserved for the premium end of the market. The
term value now signals inclusiveness and respect, not just low price.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<br /></div>
<div class="MsoListParagraph" style="margin: 0in 0in 0.0001pt 0.25in; text-align: left; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">2.<span style="font-size: 7pt; font-stretch: normal;"> </span><b>The
importance of smart timing</b> Among the many factors that drive
purchasing today, timing predominates. Consumers and marketers are engaged in a
game played in the world of buzz and WOM (Word of Mouth). It’s a world when
certain days or weeks, magical time zones, combined with incentives, persuade
consumers to spend. The game includes whatever incentives work, such as 25
percent or even 70 percent off, free add-ons, cheaper flights on weekdays and
for off-season holidays, frequent flyer points, coupons and interest-free
loans. But what works today may not work tomorrow because in value, as in
humor, timing is everything.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<br /></div>
<div class="MsoListParagraph" style="margin: 0in 0in 0.0001pt 0.25in; text-align: left; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">3.<span style="font-size: 7pt; font-stretch: normal;"> </span><b>The
smartness of playing one offer against another</b> A generation
that just a few decades ago first tasted the sweet life of credit has evolved
to a more savvy thrill. It’s learned that playing one option against another
provides the satisfaction of winning a superior deal. Comparison-shopping reigns!
Excel sheets, charts and even apps that help make comparisons are everywhere –
from insurance packages and hotel rates to telecom options and employment
offers. The catch phrase of this buyer’s market is, Kitna doge? How much will
you give? Squeezing out the best buy is the new normal. Service providers,
vendors, sales agents, loan officers, even long-time business partners or
potential employers are not exceptions.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<br /></div>
<div class="MsoListParagraph" style="margin: 0in 0in 0.0001pt 0.25in; text-align: left; text-indent: -0.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">4.<span style="font-size: 7pt; font-stretch: normal;"> </span><b>Being
responsible and understated is now smart</b> The benefits of value go beyond the
transactional and include the relational or emotional. Post-recession prudence
has made value conscious thinking not just permissible but almost aspirational
and responsible. Down trading, down sizing, down traveling, down housing, down
anything has acquired new age minimalist cachet and approval. Value is
associated with responsibility, focus, and even social sensitivity. Bling and
showing off has made way for more muted, understated purchase behavior. Package
lunches, group discounts, cloth carry bags, local instead of foreign holidays,
redemption coupons all point to the responsibility associated with being value
conscious.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<br /></div>
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<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;">5.<span style="font-size: 7pt; font-stretch: normal;"> </span><b>Smart,
accessible design leads the way </b>Value consciousness has unleashed a
burst of creative design solutions. There is a promising segment, across
categories, which focuses on providing premium yet accessible quality. It
celebrates the good life – for all. Inclusive, edgy and driving volume, this
segment attracts the hottest talent, significant investor support and the most
innovative designs. Whether in hospitality, home décor, travel, fashion,
personal care, technology, music or the environment, accessible design
solutions lead the way.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt; text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">The new meaning of value is a
fascinating shift. Because it operates at several levels, it has set in motion
a virtuous cycle. This follows from a sense of entitlement, brought on via
exposure and experience. Once consumers have tasted a “happy meal” they feel
entitled to similar happy experiences in other purchases. Experience raises
expectations and entitlement and it sharpens the skills needed to fulfill new
aspirations.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div class="MsoNormal" style="margin-bottom: 0.0001pt;">
<i><span style="font-family: Trebuchet MS, sans-serif; font-size: xx-small;">This article was first published in BrandZ India 2014 report.</span></i></div>
</div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-82061715596430086452014-05-21T10:07:00.003+05:302014-05-21T10:10:30.663+05:30How Social Media turned the general election into easily digestible bytes? <div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">By Sumeer Mathur, VP & Executive Planning Director (JWT Gurgaon)</span></span></h3>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"></span></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Did you see that slap Kejriwal
got? Did you see Modi’s mistake toffee for trophy? Did you see the Azam khan
clip on his views on rape? Or, Arnab’s take on Rahul Gandhi? </span></span><span style="font-family: "Trebuchet MS",sans-serif;"></span><br />
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<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Campaigning in Indian general
election of 2014 has been about poking fun at each other, showing opponent in
bad light, witty tweets and laughable comments. Taking the focus away from
issues and debates, a lot of real conversation on social media has been
confined to discussing the digital content and not the candidate or the facts
and figures. </span></span><br />
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<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Sumeer Mathur discusses digital
electioneering and its limited influence on decision making. For the complete article, please visit <a href="http://www.exchange4media.mobi/story.aspx?news_id=55730&section_id=4">http://www.exchange4media.mobi/story.aspx?news_id=55730&section_id=4</a> </span></span><br />
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<b><i><span style="font-size: x-small;"><br /></span></i></b></div>
<div class="MsoNormal" style="text-align: justify;">
<i><span style="font-size: x-small;">The article was first published on exchange4media (May 15, 2014</span></i><b><i><span style="font-size: x-small;">)</span></i></b></div>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-90050012822167483172014-02-18T13:42:00.000+05:302014-02-18T13:42:37.046+05:30Translating trends for brands <div dir="ltr" style="text-align: left;" trbidi="on">
<strong style="font-family: Tahoma, Geneva, sans-serif; font-size: 12px;"></strong><br />
<div id="story" style="width: 640px;">
<h3 style="font-size: 12px; font-style: normal; font-variant: normal; line-height: normal; text-align: left; text-decoration: none; text-transform: none;">
<span style="background-color: white; color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai) </span></h3>
<div style="font-size: 12px; font-style: normal; font-variant: normal; line-height: normal; text-decoration: none; text-transform: none;">
<span style="background-color: white; color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;"><br /></span></div>
<div style="font-family: Tahoma, Geneva, sans-serif; font-size: 12px; font-style: normal; font-variant: normal; line-height: normal; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 16.8pt;">Brand custodians are reviewing 2014 trends.</span></div>
<div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">
It’s time.<br />
To step back.<br />
Listen, see, absorb, ponder.<br />
The emerging developments in consumers lives.<br />
The shifts in world thought.<br />
The angularities in choices, the dilemmas of modern living.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Read them, noted them, highlighted a few.<br />
Great. Now what?<br />
A trend report is not a foreign language class.<br />
But it can nevertheless leave one wondering… how do I translate all this? For
example, remixing tradition is great. Umm… what now?<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">The question, in other words, is how to translate trends? Into
brands? Into teams? Into life?<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">A starting point is – translate a trend you relate most to, into
behaviour, into symbol and into meaning.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="font-family: Trebuchet MS, sans-serif;"><b><span style="color: #555555; font-size: 10.5pt;">1. Translate trend into behaviour.</span></b><span style="color: #555555; font-size: 10.5pt;"><br />
Adopt it. Embrace it. Own it. Live it.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">For instance, speaking visual is a key trend. (From a global JWT
report: JWT 10 trends for 2014 and beyond is based on proprietary research
across developed markets and the BRICS)<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Whereby photos, videos, and other imagery is supplanting text.
Sixty-eight per cent of the millennials agree that visuals are more powerful
than text. Mobile photography, and 350 million FB photos uploaded daily point
to a high visual skew in present times.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">If images are the new story telling medium that people related
to, according to the Huffington Post, how can we make them our story telling
medium more and more?<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Visuals only consumer home visit reports. Hmm?<br />
Re-imagine a brand key (or main brand document) entirely with pictures or videos.<br />
Re-think a brand’s visual aesthetic<br />
Re-train teams to become more visually literate.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">This is just one illustration, but you get the…uh picture.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="font-family: Trebuchet MS, sans-serif;"><b><span style="color: #555555; font-size: 10.5pt;">2. Translate trend into symbol.</span></b><span style="color: #555555; font-size: 10.5pt;"><br />
Trends matter as a sign of the times.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Signs, badges, symbols, colours, and icons subtly show that
brands have affinity and connectedness with the bigger picture. Be it fashion/
environment/ humankind symbols signal being in step with the times. For
example, in step with fashion via the colour of the season – such as coral. In
step with a purpose such as recycling, charity, partnership, awareness, and
protection.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Translating trends into symbols makes a non-verbal statement of
connection to the big picture, happily often branding the holder, in the eyes
of others, as trendy. At least, on the surface, at least for the moment.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="font-family: Trebuchet MS, sans-serif;"><b><span style="color: #555555; font-size: 10.5pt;">3. Translate trend into meaning.</span></b><span style="color: #555555; font-size: 10.5pt;"><br />
A third, and most exciting, aspect of ‘translating’ trends is reading the
meaning behind them.<br />
Asking what lies beneath the surface.<br />
Like the question behind the question.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">If coral was the (outer) symbol, can one set out to connect the
dots between different data to see the key value underneath – for instance,
personal liberty?<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">If it is all about better deals from flights to meals, do we see
a shift in the meaning of value itself from cheap/ budget to smart ‘n’ savvy?
We do, by the way (and more on that later).<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Translating trends to spotlight, the shift in purpose and values
they imply, matters more than we can imagine.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Brands with a purpose and that are values-led over time are
going to be by definition more successful – Paul Polman, CEO, Unilever.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Translating trends into behaviour, symbols, meaning is a
starting point for brands and their custodians. Trends are precious as glimpses
of ‘what’s going on’ and what to do about it.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;">Mind your…trend.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<span style="color: #555555; font-size: 10.5pt;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="font-size: 12px; font-style: normal; font-variant: normal; line-height: 16.8pt; text-decoration: none; text-transform: none;">
<b style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; font-size: x-small; line-height: 14px;"><i>The article was first published on exchange4media.com (6th Feb, 2014)</i></b></div>
<div class="MsoNormal">
<span style="background-color: white; line-height: 14px;"><span style="color: #444444; font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><b><i><a href="http://www.exchange4media.com/54502_translating-trends-for-brands-shaziya-khan.html">http://www.exchange4media.com/54502_translating-trends-for-brands-shaziya-khan.html</a></i></b></span></span></div>
</div>
</div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com1tag:blogger.com,1999:blog-8123582530748011618.post-23149374006355864222014-02-11T14:48:00.001+05:302014-02-11T14:52:00.716+05:30Building a well rounded brand persona<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">By Shaziya Khan, VP & Executive Planning Director (JWT Mumbai) </span></h3>
<div>
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;"><br /></span></div>
<div style="text-align: left;">
<span style="color: #555555; font-family: 'Trebuchet MS', sans-serif; font-size: 10.5pt; line-height: 14.7pt; text-align: justify;">The softening of relationships
happens over little things. Unexpectedly, beautifully! Someone likes the same
music you do, for instance, Farida Khanum. And a tiresome car ride through
traffic turns into an animated chat, interspersed with hum-alongs. Tough minded
strangers meeting in tense situations, find a surprising area to relate
to...World War II authors. And in a similar vein, post cards, Picasso, Pablo
Neruda, charcoal sketches.</span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";">These are just a few of the zillion
real connectors that come to mind. In each case, something shifts in how people
relate to each other, when they have the same sensibility, artistically
speaking. It is especially reassuring in the creative industries. Providing
context, point of reference and ultimately, trust and faith in their creative
judgements.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";">Artistic traditions of India teach
us that every person must practice, at least one, ideally more, of the seven
arts or kalas, it is all part of being a well rounded persona. Providing
channels for creativity, freshness and curiosity. And as we do that, we find
relations within and without, growing, being nurtured and softening.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";">As with people, so with brands. The
latest data on effectiveness from the IPA proves over a longitudinal study that
advertising, coupled with PR and sponsorships, is the way to create the most
effective bonds that stand over time. Too many brand discussions, however,
especially on sponsorships and PR, are a short term point of view on costs,
benefits of ‘properties’.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";">Useful as that is, there needs to be
a deeper appreciation of brands, building a well rounded persona, and thereby
nurturing bonds. Of brands actively evolving from the transactional to the
relational both for their own sake, and for others. For near and dear ones
(loyal consumers), as well as acquaintances (potential, influential consumers).
And continuing to do so over a lifetime.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";">Metaphorically speaking, does your
brand also sing? Or dance? Or play a musical instrument? Or sculpt? Or write?
Or do theatre? Or paint? Is your brand nurturing at least one of the kalas
actively? Via advertising, PR or sponsorship? One in which it has a genuine
interest, and fit? There are no classes (shortcut) in class, just the great
kalas to actively nurture and appreciate over a lifetime.<o:p></o:p></span></div>
<div style="color: #555555; font-size: 14px; line-height: 19.600000381469727px; text-align: justify;">
</div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";">John Ruskin said it best, “there can
be no beauty without truth”.<o:p></o:p></span></div>
<div class="MsoNormal" style="line-height: 14.7pt; mso-margin-bottom-alt: auto; mso-margin-top-alt: auto; text-align: justify;">
<span style="color: #555555; font-family: "Trebuchet MS","sans-serif"; font-size: 10.5pt; mso-bidi-font-family: Tahoma; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div style="text-align: left;">
<span style="color: #555555; font-size: 14px; line-height: 19.600000381469727px; text-align: justify;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div style="text-align: left;">
<b style="background-color: white; color: #444444; font-family: 'Trebuchet MS', sans-serif; font-size: x-small; line-height: 14px;"><i>The article was first published on exchange4media.com (Jan 9, 2014)</i></b></div>
<div style="text-align: left;">
<span style="color: orange; font-family: Trebuchet MS, sans-serif; font-size: xx-small;"><span style="background-color: white; line-height: 14px;"><b><i><a href="http://www.exchange4media.com/54128_building-a-well-rounded-brand-persona-shaziya-khan.html" target="_blank">http://www.exchange4media.com/54128_building-a-well-rounded-brand-persona-shaziya-khan.html </a></i></b></span></span></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-46480714434642938412014-02-06T10:57:00.002+05:302014-02-06T13:46:41.828+05:30What's cool?<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
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</xml><![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">By Bhaskar Thakur, Strategic Planning Director (JWT, Gurgaon) </span></span></h3>
<div style="text-align: left;">
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Youth don’t buy stuff; they buy what stuff does for them.</span></span>
<br />
<div class="Default">
<br /></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">“What’s cool?” Is not a list of cool youth trends but an effort
to analyze what makes some things cool and how a trend ‘catches on’.</span></span></div>
<div class="Default">
<br /></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Is content dead, and context the new king? </span></span></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Is spirituality the ultimate cool, is perversion becoming
mainstream and is ugly becoming beautiful?</span></span></div>
<div class="Default">
<br /></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">JWT identifies 1o themes to look at the ‘hit’ content and understand
the context that makes it cool. </span></span></div>
<div class="Default">
<br /></div>
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">From
vodka eyeballing to religion without rituals and from silent discos to
stitchtagrams and instaprints… the report looks at branded manifestations, subcultures
and motivations for such behavior.<br />
<br />
</span></span></div>
<div class="MsoNormal">
<span style="font-size: x-small;"><i><span style="font-family: "Trebuchet MS",sans-serif;">For
the full report, please write to</span></i></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><i><span style="font-size: x-small;"> </span><i><span style="font-size: x-small;"><a href="mailto:Sarahana.sanchay@jwt.com">bhaskar.thakur@jwt.com </a></span> </i> </i></span></span></div>
</div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-30607494517854159342014-02-06T10:26:00.000+05:302014-02-06T13:47:00.672+05:30THE GREAT INDIAN FAMILY COMPARATIVE|COMPETITIVE|CREATIVE 50 CHANGE MARKERS<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Created and compiled by Arshi Ansari, Account Planning Manager and </span></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Sarahana Sanchay, Account Planner (JWT, Gurgaon)</span></span></h3>
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"> </span></span></h3>
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Steered by Mythili Chandrasekar, SVP & Exec. Planning Director (JWT, Gurgaon)</span></span></h3>
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Indian advertising has always had whiter shirts, bigger cars, better food on the table. Is the neighbor's envy syndrome hitting the Indian family as a unit? As Indian families get more progressive, are they also becoming more comparative, competitive, creative?</span></span><br />
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">We pick the brains of JWT planners collective, eavesdrop on families around us, do an extensive scan of media reports, track programming and compile 50 CHANGE MARKERS... </span></span><br />
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Take a look. And, let's get together to talk- add, comment, build, discuss implications, and opportunities for our brands. </span></span><br />
<br />
<div style="text-align: left;">
<i><span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;">For the full report, please write to </span></span></i><i><span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: x-small;"><a href="mailto:Sarahana.sanchay@jwt.com"><i><span style="font-size: 9.0pt;">mythili.chandrasekar@jwt.com </span></i></a><i><span style="font-size: 9.0pt;"> </span></i></span> </span></span></i></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com1tag:blogger.com,1999:blog-8123582530748011618.post-74213443464472070342014-02-05T18:24:00.003+05:302014-02-05T18:26:11.178+05:30Sex, Quaaludes and Rock 'n‘ Roll<div dir="ltr" style="text-align: left;" trbidi="on">
<h4 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: black; font-size: 10.0pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">By Anvar Alikhan, Senior V.P. & Strategic Consultant (JWT
Mindset)</span></span></h4>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: black; font-size: 10.0pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";"> </span><b><span style="font-size: 10.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"></span></b></span>
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<div class="MsoNormal" style="line-height: normal; text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="color: black; font-size: 10.0pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman"; mso-font-kerning: 18.0pt;">The saga of the wonder drug pioneered by
Indian scientists that was copy-catted by the global pharma companies,
became an international block-buster, went rogue, and ended up (whew!) fuelling
'The Wolf of Wall Street’s' outrageous behavior….</span></span></div>
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<br /></div>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;">
</span></div>
<div class="MsoNormal" style="line-height: normal; text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><i><span style="font-size: 10.0pt; mso-bidi-font-family: Arial; mso-fareast-font-family: "Times New Roman";">Read the full article here<span style="color: black;"><a href="http://articles.economictimes.indiatimes.com/2014-01-26/news/46636461_1_party-drug-indian-link-indian-scientist"><span style="color: blue;">
http://articles.economictimes.indiatimes.com/2014-01-26/news/46636461_1_party-drug-indian-link-indian-scientist</span></a></span></span></i><span style="font-size: 10.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"></span></span></div>
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</span></div>
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</span></div>
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<span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;"><i><span style="color: black;">The article was first
appeared in the Economic Times (Jan 26, 2014).</span></i></span></span><span style="font-size: 10.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman";"></span></div>
<h4 style="text-align: left;">
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</h4>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-12706648148379670482014-02-05T18:12:00.002+05:302014-02-05T18:20:54.754+05:30Metrosexual. Retrosexual. Gastrosexual.<div dir="ltr" style="text-align: left;" trbidi="on">
<h4 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;">By Sarahana Sanchay, Account Planner (JWT, Gurgaon)</span></h4>
<div class="tpmargin" style="text-align: left;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">Do you think male vanity has really come out of the closet? What do you think shall be the new zeitgeist of "sexuality"?</span></span></span></div>
<div class="tpmargin" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><br /></span></div>
<div class="tpmargin" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Sarahana discusses the changing definition of machismo, how </span>the stimuli for "happy-woman" has been on rapid fire, and how woman's fancy is migrating from the static and staccato quest for the "tall, dark, handsome..." to an advanced and more mature quest for the
"intelligent and astute". She explores if Sapiosexuality could be the new definition of sexual attraction and if can it bring in fresh opportunities for the male grooming category.. a category with hundreds of brands rooted in the premise of </span><span style="font-family: "Trebuchet MS",sans-serif;">"attraction from the opposite sex" and scuffling for unique brand propositions. </span></div>
<div class="tpmargin" style="text-align: left;">
<br />
<i><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">Read the full article here <a href="http://www.afaqs.com/planning-room/article/201_Metrosexual.-Retrosexual.-Gastrosexual." target="_blank">www.afaqs.com/planning-room/article/201_Metrosexual.-Retrosexual.-Gastrosexual. </a> </span></span></span></i></div>
<h4 class="tpmargin" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"><i><span style="font-size: x-small;"> </span></i></span></span></span></h4>
<h4 class="tpmargin" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"><i><span style="font-size: x-small;">The article first appeared in Afaqs Planning Room (Feb 4, 2014).</span></i> </span></span></span></h4>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-85832954867090113172014-02-05T17:58:00.001+05:302014-02-06T10:42:24.490+05:30Rites of Passage<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">By Noor Samra, Sr. Account Planner (JWT, Gurgaon) </span></span></h3>
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</xml><![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">From
the ancient tribes who performed special dances to mark the beginning/ end of a
season, to the modern man, who throws a lavish feast essentially to announce to
the world that a marriage (union for life) between two people has taken place;
or goes through an elaborate bureaucratic process to declare that the marriage
is over...</span></span><br />
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</span></span><br />
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Marking an occasion/ event in the form of Rites of Passage, is something we
humans have been doing for a long time!</span></span><br />
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Noor discusses the importance of <i>Rites of Passage </i>and
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><i>Read the full article here <a href="http://www.afaqs.com/planning-room/article/198_Rites-of-Passage" target="_blank">http://www.afaqs.com/planning-room/article/198_Rites-of-Passage </a></i></span></span><br />
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><i><br /></i></span></span></div>
<div style="text-align: left;">
<span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;"><i>The article first appeared in Afaqs Planning Room (24 Jan, 2014)</i></span></span></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-3967135004341241862014-01-16T15:19:00.000+05:302014-01-16T15:28:26.617+05:30For a keener sense of sight & sound<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-size: small;"><span style="font-family: "Trebuchet MS",sans-serif;">By Shaziya Khan, VP & Executive Planning Director (JWT, Mumbai) </span></span></h3>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
<b><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">In the new year, resolve to listen to your customers and talk to them in their language.</span></span></b></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span>
<br />
<div class="article-dateline">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span class="upper">
</span></span></span>
</div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">As we look forward to a brand new year, it is time, again, for brand new
resolutions. In other words, it is time to find fresh ‘takes’ on
building an ever closer consumer-brand connection, one that is possible
by staying very close to the evolving consumer, and consumption,
context.
</span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span>
<br />
<div class="body">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">And then, participating in it rather than interrupting it via plans that
convert these connections into compelling brand opportunities. These
participation pointers for brands comprise 2014 resolutions for brand
custodians. </span></span></div>
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">These are drawn from a global JWT report <i>JWT 10 Trends for 2014 and Beyond</i> and is based on proprietary research across developed markets and the BRICs. </span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><b>Resolution 1:</b> I resolve to make experiences matter more than things. </span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Data reveals that over 70 per cent of millennials value experiences over material things. Frank Rose, author, of the <i>The Art of Immersion</i>
expresses it succinctly: “Young people have an entirely different
relationship … they don’t just want to sit there and watch it anymore”.
Brand custodians are advised to find inspiration in immersive theatre to
enable customers to go deeper into brand stories. And the theatre
analogy brings alive another key aspect of creating experiences - which
is producing them immaculately, so they are cutting-edge, imaginative
and beautifully executed.</span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><b>Resolution 2:</b> I resolve to speak visually. </span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">The consumer’s world is shifting to a visual vocabulary of photos, video
snippets and other imagery that is supplanting the need for text.
Sixty-eight per cent of millennials agree that visuals are more powerful
than text. The technology editor of <i>The Huffington Post</i> argues
“images give us a really effective storytelling medium that we relate
to”. On Facebook, the 350 million photos that are uploaded each day are
proof of the visual skew in modern times. In a similar vein, mobile
photography is credited with enabling the publishing of “little visual
poems”. Visual candy is the rule. </span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span>
<br />
<div class="body">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">As the CEO of photo app company Aviary says: “As the mobile and social
consumer is discerning, the images posted must be native to the
underlying service and match its tone and content to deliver authentic
communication.” Brands thus must rethink their visual aesthetic and
re-interpret brand assets for a visual age. They should focus on how to
convey messages visually and train teams to become more visually
literate. </span></span></div>
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><b>Resolution 3:</b> I resolve to feel JOMO – joy of missing out. More
consumers are drawn to focusing on the moment and shutting out
distractions. This has resulted in FOMO (fear of missing out), making
way for JOMO. Seventy-one per cent of millennials are interested in
learning how to improve their focus. Brands have an opportunity to
explain how they enable consumers to savour the moment more fully rather
than mindlessly rushing from one task to another. Mindful living is a
term that describes this resolve - a stress-free and focused lifestyle.
It cues several avenues for brand connections such as simple pleasures,
de-teching, ‘live a little’, the art of eating well, health and
happiness hand in hand. A 2013 video which gained 32 million views in
less than three months, called <i>I Forgot My Phone,</i> captures the essence of the new experiences people miss out on when they are busy with their phones. </span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><b>Overview:</b> Not only are these pointers full of possibilities in
themselves, but from the lens of India they make for an especially rich
brand-building canvas. For instance, the experiences resolution opens up
multiple avenues for embracing the rich diversity in depth of
consumption and regional cultural contexts of our consumer base. Visual
literacy resolution encourages us to tap into and build on our evocative
ethnic visual sensibility. And last but not least, the mindfulness
resolution demands that we facilitate consumers to absorb and adapt
brand-related behaviour in a way that is full of relevance and meaning
to their lives and values. </span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">The resolutions are identified. Over to brand custodians to listen in. </span></span><br />
<div class="body">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Happy new ear! </span></span><br />
<div class="body">
<br /></div>
<div class="body">
<br /></div>
<div class="body">
<span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;"><b><i>The article was first published in The Hindu Business Line (Jan 2, 2014)</i></b></span></span></div>
<div class="body">
<a href="http://www.thehindubusinessline.com/features/weekend-life/for-a-keener-sense-of-sight-sound/article5526919.ece" target="_blank"><span style="font-family: "Trebuchet MS",sans-serif;"><i><span style="font-size: x-small;">http://www.thehindubusinessline.com/features/weekend-life/for-a-keener-sense-of-sight-sound/article5526919.ece </span></i></span></a></div>
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: x-small;"> </span></span></h3>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-23576283884377872132014-01-13T09:53:00.001+05:302014-01-16T15:07:14.636+05:30Food and Chromosome Y <div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">Food and Chromosome Y takes you through some interesting
findings around food marketing to men.</span></span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">A lot of surveys, research and anecdotal information
indicate that a rapidly growing section of the male population is doing food
shopping and cooking… much more than they ever have. We study this trend to see
how it affects food businesses and marketers in India and around the globe. </span></span></span></div>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">
</span></span></span></div>
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</span></span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">Darker and duskier color schemes, bolder and beefier
typography, macho packaging design, buzzwords like ‘Ultimate’ and ‘High
Protein’, bigger portion sizes, harder and more acidic flavors, deeper ridges,
meaty textures, stronger aroma, and brawny brand promises… We look at all that
food makers and marketers can explore to quietly signal to men.</span></span></span></div>
</h3>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">
</span></span></span></div>
<div style="text-align: left;">
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</span></span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">Would you like to know a little more about brands that
employ gender cues for targeting?</span></span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">To get some fresh perspectives write to us… </span></span></span></div>
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<br /></div>
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<span style="font-size: small;"><i><span style="font-size: 9.0pt;">For the
complete study write to </span></i><a href="mailto:Sarahana.sanchay@jwt.com"><i><span style="font-size: 9.0pt;">sarahana.sanchay@jwt.com </span></i></a><i><span style="font-size: 9.0pt;"> </span></i></span><br />
<span style="font-size: small;"><i><span style="font-size: 9.0pt;">Also, look at the piece by
Sarahana Sanchay on food marketing to men (Published with Afaqs on Dec 26, 2013)</span></i><a href="http://www.afaqs.com/planning-room/article/190_Did-you-think-grocery-shopping-had-nothing-to-do-with-men-Think-again"><i><span style="font-size: 9.0pt;"> http://www.afaqs.com/planning-room/article/190_Did-you-think-grocery-shopping-had-nothing-to-do-with-men-Think-again </span></i></a><i><span style="font-size: 9.0pt;"> </span></i>
</span></div>
<span style="font-size: small;">
</span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"></span></span></span>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">
</span></span></span><br />
<h3 class="MsoNormal" style="text-align: left;">
</h3>
<div style="text-align: left;">
</div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-59054413782945710042013-12-20T15:37:00.002+05:302013-12-20T15:37:59.758+05:30JWT in partnership with Warc hosted the inaugural Warc Conversations<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
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</xml><![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Report compiled by Megha Manchanda, Sr. Planning Director (JWT, Gurgaon)</span></span></span></h3>
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">JWT in
partnership with Warc hosted the inaugural Warc Conversations in Delhi on 12<sup>th</sup>
December, 2013. The audience consisted of JWT and Warc’s senior most clients
and the JWT team.</span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Off the
back of the newly released Asia Strategy Report, Ed Pank (MD, Warc Asia) shared
key learnings from this year’s Warc Prize for Asian Strategy which showcased
the region’s best strategic thinking. The presentation was followed by a panel
discussion with some highly respected people from the marketing and advertising
fraternity. </span></span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The panel
consisted of:</span></span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Mr Ajay
Kakar- Chief Marketing Officer, Aditya Birla Group</span></span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Ms Bindu
Sethi- Chief Strategy Officer, JWT</span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Mr Chandrasekar Radhakrishnan- Head of Communications (SAR), Nestle India </span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Mr
Shubhajit Sen- Global Lead & VP Emerging Consumer Market, GSK</span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Mr Viral
Oza- Director Marketing, Nokia India</span></span></span><br />
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"></span></span></span><br />
<div class="separator" style="clear: both; text-align: center;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"></span></span></span></div>
<a href="http://2.bp.blogspot.com/-5VQDPvKUCjI/UrQRcK9DX1I/AAAAAAAABAM/wL339uhKpDo/s1600/DSC_8221.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="422" src="http://2.bp.blogspot.com/-5VQDPvKUCjI/UrQRcK9DX1I/AAAAAAAABAM/wL339uhKpDo/s640/DSC_8221.JPG" width="640" /></a><br />
<div class="separator" style="clear: both; text-align: center;">
<iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.blogger.com/video.g?token=AD6v5dwDgVD0Qmnhi4A9CrGDm7Hn_N26tSb8aq_LVcvAc3t3zWQ4q7GdSWcOIR7iR-DFUk4mqKjzzfV3Z681yQmHzg' class='b-hbp-video b-uploaded' frameborder='0'></iframe></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"> </span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The
discussion was extremely interesting, candid and insightful where topics
ranging from the global slowdown to emerging digital trends to relationship
between the marketers and advertisers were discussed and debated. The
discussion went longer than the designated time of one hour while the audience
were still asking for more. </span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The session
is a first in the series of insightful and strategic discussions that JWT
promises to hold for its clients and team from time to time.</span></span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Keep
watching this space for more. </span></span></span></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-88447417506301431072013-12-19T16:24:00.001+05:302014-01-13T13:40:13.276+05:30Of Brands in the Splinternet<div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><b>By Mohit Hira, SVP & Digital Head - JWT India Group, JWT Delhi Account Management </b></span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">It could have easily been yet
another typical panel discussion on the future of digital marketing. But it
wasn’t.</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Partly because everyone’s accepted
that, when it comes to digital brand-building, the future’s not coming. The
future’s already here. And partly because we had a set of “not-old-but-mature”
CMOs engaged in a sparkling conversation. Literally.</span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">They came from Birla Sunlife, GSK,
Nestlé, Nokia, Pepsi et al at the <b>JWT-WARCConversations</b> last
Thursday in Gurgaon, to discuss how brands could unlock sustainable growth in
2014. And, while it started out as a meandering flow of easy banter around the
current slowdown and possible challenges that brands could face, it quickly
focused on the impact of the digital medium. And, from there, to the role brands
now need to play in this uncontrollable medium.</span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<br /></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">This is not a new debate. But there
were perspectives that were fresh and set me thinking. Perhaps, because like
the panelists, some of us had also migrated from a static, staccato, offline
advertising era to a volatile, interval-free, online communications age.</span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">So, think about these facts…</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">There was a time when time was
finite. No, that doesn’t mean we have 25 hours now but we have managed to
stretch time and bring elasticity to it, a lot more than we could in a
non-computerised, fixed-line telephony world. The media of that time – 15 or 20
years ago – was also finite: a newspaper had a predictable number of pages;
television (even with the arrival of satellite broadcasters) had secondage that
could not be extended or revisited. There were no digital recorders, no YouTube
that allowed a viewer to go binge-viewing and create his own programming
schedule: the remote control was, at best, a channel-switcher; whereas today it
enables one to master time itself, to flip back and forth at will. (HG Wells
would have been delighted.) And YouTube, that mouse-controlled,scourge of
copyright-catatonic creators was yet to be unleashed on an unsuspecting, hungry
world. It would grow to become larger than many TV channels at a fraction of
the cost, and allow a viewer to go as far back in time as he wished, at will;
as long as someone had uploaded the video he wanted from an archive.</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">There was also a time when we
learned that brands had to behave in a certain way. Brands would be personified
and were meant to appear consistently, speak in a defined tonality… in short,
they were predictable. And rigid. Life was easier for the brand manager and his
agency because things were templated. A media plan had to be frozen days (if
not weeks) in advance because, although it had fought the government’s quota
regime, the media was itself still caught in the quagmire of self-imposed
inventory quotas. </span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Everything was also integrated: all
services rested within a single agency, brands and clients were wedded to their
agency partners, audiences were sitting ducks waiting to be targeted en masse
as they turned up almost magically every Sunday morning to suspend disbelief
and succumb to Ramanand Sagar’s histrionics.</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">But that was before the media agency
was born out of the creative agency and exposed themselves both to predatory
purchase managers. The partner had became a vendor. Dis-integration had
arrived: remove the hyphen and you’ll realise what the word really means. Media
channels had also mushroomed and eyeballs were no longer available on demand.
Niche became nice. Audiences had fragmented, the client-agency relationship had
moved from long-term commitment to a flirtatious fling with creative boutiques.
The triad of the client-agency-consumer was replaced by the tangled triangle of
the client-agency-second agency. Therein lay the problem: a single brand owner
and a single brand custodian meant greater accountability; but in a
multi-agency relationship, while the brand owner was still one, he had divided
the custody of his marque to several agencies and consultants. As a result, no
single agency could now take credit or blame for either the rise or fall in
brand metrics. And the poor brand manager spent the better part of his time orchestrating
campaigns between them instead of being out there in the marketplace. Somewhere
along this journey, the niche creative hotshops would face the <i>dharam-sankat </i>of
growth versus quality…success meant sacrifice.</span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Add to this, the explosion of social
media and the onslaught of the always-on, ever-ready-to-express, smartphoned
youngster. Brands now have to be on guard, exposed and in the public eye 24x7 –
not just on prime time. The concept of appointment-viewing is history and media
plans can no longer be cast in stone: a single, radical twist to a campaign can
skew a brand’s plans and lead to overnight changes in media plans. All you need
is YouTube and a maverick with a mashup. It cannot be a coincidence that,
anagrammatically speaking, ‘viral’ becomes‘rival’.</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Brands have, actually, never been
used to conversations. That entire stimulus-response thing we learned in
textbook Jim Young workshops was meant for a one-way world. Not for a
stimulus-response-stimulus-response-stimulus-response chain that is now the
default dialogue everywhere. A post, a tweet, a picture instagrammed is all the
stimuli a trigger-happy generation needs to make or break a brand in seconds.
The thumb never had it so good. And because everything happens rapid-fire in
real time, everything is also very transient. Moods change, likes become
dislikes and there is, apparently, nothing wrong in this 180-degree flip.
No guilt. If this is true of human beings where our behaviour and tone of voice
changes within hours or by simply transiting from the workplace to other
places, why should it not be so for brands themselves? And why should brands
continue to invest blindly in broadcast media with no assurance of who’s at the
other end? Why, too, should ROI be demanded from digital media only?</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">In this volatile splinternet (yes,
the term does exist) how can a templated brand ever converse with its
consumers? Why should brands not be allowed to change tonality depending on the
stimuli that comes back at them? The tux is not a style statement today, the
t-shirt is. Control is not the key, agility is. Dialogue is the order of the
day. Brands that shed the starch and find the courage to be flexible and also
trust one brand custodian for the long-term will find that they thrive. Simply
because you can get one gymnast to be agile and aesthetic, not a motley gang of
untrusting rivals. </span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
<div class="MsoNormal" style="line-height: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">So, dear “maturing-client”, keep the
faith… in your long-term agency partner. In the medium that is attracting the
very-mobile masses. And, most of all, figure out a way to engage with, and win,
the faith of the fickle digital consumer.</span></span></div>
<div class="MsoNormal" style="line-height: normal;">
<br />
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><i><span style="font-size: x-small;">The article was first published on Facebook. </span></i> </span></span></div>
</div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span></div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com1tag:blogger.com,1999:blog-8123582530748011618.post-90701215846913994972013-12-11T19:27:00.002+05:302013-12-12T11:00:41.532+05:30Exploring the world of Occasion Based Marketing <div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<b><span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">By Upasana Dua, AVP & Strategic Planning Director and Noor Samra, Sr. Account Planner </span></b><br />
<b><span style="font-family: "Trebuchet MS",sans-serif; font-size: small;">(JWT, Gurgaon)</span><span style="font-weight: normal;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"> </span></span></span></b></div>
<div style="text-align: left;">
<br /></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">In this study
we deep dive into the relationship between F&B brands and consumption
occasions, analyzing how brands have leveraged existing occasions or better
yet, created new ones to successfully call theirs. </span></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<br /></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;">The
power of appropriating a consumption occasion is well known among marketers.
Since “consumers eat by occasions, not by demographics or psychographics”
owning a consumption occasion provides an opportunity to speak to consumers
across the board and make particular brands top-of-mind, thereby making a brand
synonymous with an occasion.<span style="line-height: 115%;"> </span></span></span></span></div>
<div style="text-align: left;">
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"><span style="line-height: 115%;">Contrary to
common belief, there’s much more to occasion-based marketing (OBM) than just
day part occasions. Consumption occasions can be culled out by capitalizing on
a news event or large scale public events. They can be crafted around the life
cycle of the consumer or by expanding associations.</span><span style="color: windowtext;"> </span></span></span></span></div>
<div class="Default">
<br /></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"><span style="color: windowtext;">Upon analyzing occasion based marketing by various brands in
India and globally, we discovered that most OBM initiatives operate within a
framework of propositions. Some address the consumer’s physiological needs
(hunger), while others leverage an emotional state or a mood. Several OBM
initiatives anchor themselves in real consumption occasions. While a few others
break the mould and create new consumption occasions altogether! (See full
report for brand plotting).</span></span></span></span></div>
<div class="Default">
<br /></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"><span style="color: windowtext;">It also emerged that most F&B brand’s OBM initiatives are
around the similar hooks, while only a few occupy the proposition space with
most potential.</span></span></span></span></div>
<div class="Default">
<br /></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: normal;"><span style="color: windowtext;">Can you guess which proposition space is the most leveraged
one and which one is the least? Would you like to know which proposition space
has the most potential for increasing frequency of purchase and emotional
connect and why? To know the answers write to us… </span></span></span></span></div>
<br />
<h3 style="text-align: left;">
<div class="Default">
<br />
<b><i><span style="font-size: xx-small;"><span style="font-family: "Trebuchet MS",sans-serif;">For more details on the complete study, please write to upasana.dua@jwt.com</span></span></i></b></div>
</h3>
<div style="text-align: left;">
</div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-65328573416280594672013-11-20T17:28:00.000+05:302013-11-20T17:40:19.767+05:30Creating and cherishing Brand Ocassions<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">By Shaziya Khan, VP & Executive Planning Director (JWT, Mumbai) </span></span></h3>
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"> </span></span></h3>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">I
love people and brands with a sense of occasion. Don't you?</span></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"> </span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Do
our brands celebrate occasions? And does that matter? This poser dawned after a
festive lunch with friends and family.</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">In
the inevitably delightful post event banter, we were discussing, with some
humour, and a lot of affection, someone who almost always changes clothes for
dinner. Even nowadays. I happened to spontaneously remark in this person’s
defence, and appreciation. “Well, she has a sense of occasion”. “Oh, that is a
nice way to put it in perspective,” someone else said. And the conversation
moved on. I forgot about it.</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Till
today. Was reading about how festive celebrations are hooks for writers and
artists. And this idea first popped into thought: Do our brands have a sense of
occasion? After all, there’s always something so lovely and lively about people
who do. Maybe there is pointer in there for brands too?</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">People’s
sense of occasion finds expression in myriad ways. Crisp white shirt, holiday
update, New Year family photo, housewarming gifts, promotion dinner, lazy
lunch, surprise train or plane tickets, coffee and cheesecake break, signed
farewell gift, quiet charity, handmade card, a timely text, mithai, a chocolate
cake...</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Each
of these gestures is thoughtful, charming, refreshing. Appropriate. Yet,
individualised. Almost always welcomed!</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">People
whose gestures or words express a genuine sense of occasion spread a sure,
spontaneous good feeling all around. Even among the stoic, or the busy.</span></span></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">As
with people, so with brands.</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">So
then, it is worth asking every now and then – is our brand expressing a lovely,
lively sense of occasion?</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Does
our brand’s marketing imbue it with thoughtfulness, charm, freshness via an
appropriate sense of occasion in it’s category, or consumer space? Again,
myriad ways. No formulas. Festive greetings, pleasant surprises, timely topical
messages, relevant celebrations, special dressy look/ pack...</span></span></div>
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<br /></div>
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</div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Let’s
create power brands. But let’s not forget the power of power brands that have a
sense of occasion. That know-how to celebrate occasions. Brand occasions –
create them, cherish them, re-invent them, refresh them, change them.</span></span></div>
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<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Now,
you have a sense of a sense of occasion, right? Or, if you have always had it,
got a renewed appreciation of it, right?</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div style="text-align: left;">
</div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">Great!
What do we do about Mondays?</span></span></div>
<div class="MsoNormal" style="line-height: normal; text-align: justify;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; text-align: left;">
<br /></div>
<div class="MsoNormal" style="line-height: normal; text-align: left;">
<b><i><span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;">The article was first published on exchange4media (Nov 8, 2013). </span></span></i></b></div>
<div class="MsoNormal" style="line-height: normal; text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: x-small;"><a href="http://www.exchange4media.mobi/story.aspx?news_id=53383&section_id=1">(http://www.exchange4media.mobi/story.aspx?news_id=53383&section_id=1) </a></span></span></div>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-79014699981523018512013-10-24T16:54:00.000+05:302013-10-24T16:54:30.344+05:30SOCIAL FOODOGRAPHY <div dir="ltr" style="text-align: left;" trbidi="on">
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Changing Ways of Discovering, Defining and Displaying Food Content Online</span></span><span style="font-family: "Trebuchet MS",sans-serif;"> </span></b></span><br />
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"> ‘Social Foodography’ is a progression of
JWT India Planning’s initiative ‘Juniper Wheat Tabasco: Perspectives on Foods'. <span style="line-height: 115%;">In this report, JWT curates digital content from
over 50 online sources to explore what the foodies are doing and what the food brands do. </span></span></span></div>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"></span></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">Automotive buyers
actively use the internet to research company news on new products and user
reviews to help make brand decisions. Mobile phone buyers take pride in being
ahead of the curve on new product news and use the internet to build their
sense of expertise. Foodies on the other hand contribute to colorful content
creation and use the internet to express their creativity. </span></span></span><span style="font-family: "Trebuchet MS",sans-serif;"></span><br />
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">The study finds out that </span></span></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;"><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;">there is a gap between what the foodies are doing and what the food brands do. </span></span></span>While Indian food brands are going where the Foodies are, they are not doing what the Foodies are doing. <span style="line-height: 115%;"> </span></span></span></span></div>
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;"><span style="line-height: 115%;">‘Social
Foodography’ explores reasons and resources for brands to curate consistent,
visually-compelling, social personas<i> </i>that
simultaneously mimic and inspire their target consumer’s Foodie lifestyle.</span></span><span style="line-height: 115%;"><span style="line-height: 115%;"><span style="line-height: 115%;"> It recommends that aspirational Indian food brands </span></span></span></span></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="line-height: 115%;"><span style="line-height: 115%;"><span style="line-height: 115%;"><!--[if gte mso 9]><xml>
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want to communicate a lifestyle</span> should acknowledge the
implications of Social Foodography as a branding vehicle. </span></span></span></span></span></div>
<br />
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<b><i><span style="font-size: x-small;"><span style="font-family: "Trebuchet MS",sans-serif;">For more details on the complete study, please write to mythili.chandrasekar@jwt.com</span></span></i></b></div>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-24670863158076282212013-10-23T10:07:00.001+05:302013-10-23T10:08:59.970+05:30Are we healthy because we are happy or happy because we are healthy?<div dir="ltr" style="text-align: left;" trbidi="on">
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</xml><![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">JWT Intelligence trend report <b>‘Health and Happiness: Hand in Hand</b>’ examines the rising notion that a happier person is a healthier person - and, in turn, a healthier person is a happier person<span class="A10"><span style="line-height: 115%;">. T</span></span>he report looks at what’s driving awareness around the
health-happiness connection, how this development is playing out in
culture and how marketers can leverage it.</span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"></span></span><span style="font-family: "Trebuchet MS",sans-serif;"></span><br /><div class="MsoNormal" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span class="A10"><span style="line-height: 115%;">As health has come to be viewed
in a more holistic way, with both mind and body taken into account, happiness
has been getting folded into the idea of “health and wellness”. </span></span></span></span><br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="color: black;">What does it mean for brands? For brands that can bring happiness, emphasizing a health aspect
will help create a one-two punch. And for brands that are
health-related—whether in nutrition, fitness, etc.—it may be just as or more
effective to tout the happiness effects than the medical benefits. </span><span class="A10"><span style="line-height: 115%;"> </span></span></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span class="A10"><span style="line-height: 115%;">Several brands globally have already begun to weave the health and
happiness interconnectedness into their propositions. Nestle has launched ‘Happily
Healthy’ Project, while Campbell Soups has come out with ‘Road to Happiness’
campaign and Lipton has come out with ‘Drink Positive ‘campaign, among others. </span></span></span></span></div>
<div style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><br /></span></span></div>
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<div style="margin-bottom: 0pt; margin-left: 0in; margin-top: 0pt; text-align: left; unicode-bidi: embed; word-break: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><b><span class="A10"><span style="line-height: 115%;">POV: JWT India Planning</span></span></b></span></span></div>
<div style="margin-bottom: 0pt; margin-left: 0in; margin-top: 0pt; text-align: left; unicode-bidi: embed; word-break: normal;">
<br /></div>
<div style="margin-bottom: 0pt; margin-left: 0in; margin-top: 0pt; text-align: left; unicode-bidi: embed; word-break: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span class="A10"><span style="line-height: 115%;">Isn’t it interesting to note that while the trend has caught on
globally, in a country like ours where the interconnectedness between food, health
and happiness has been age old knowledge, not many food brands have
taken up this proposition.</span></span><span style="font-weight: bold;"> </span></span></span></div>
<div style="margin-bottom: 0pt; margin-left: 0in; margin-top: 0pt; text-align: left; unicode-bidi: embed; word-break: normal;">
<br /></div>
<div style="margin-bottom: 0pt; margin-left: 0in; margin-top: 0pt; text-align: left; unicode-bidi: embed; word-break: normal;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span style="font-weight: bold;">Understanding that ‘Health &
Happiness’ is emerging as top
propositions that consumers seek globally, and given that this connection has
been an age old concept in India, </span><span style="font-weight: bold;">is it
time for brands to start spreading happiness through health? Or making us
healthier by adding to our happiness quotient?</span></span></span></div>
</div>
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</div>
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<span style="font-family: "Trebuchet MS",sans-serif;"></span>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-47404609409273323312013-10-15T13:04:00.000+05:302013-10-15T13:30:02.526+05:30Exploring Subculture - Hip-Hop & its Sway in India <div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">By Mohini Varma, Account Planning Director (JWT Gurgaon)</span></span></h3>
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The low, familiar
beats of bass, the rhythm of rap and the cadence of language. Walls splattered
with neon codes, graffiti signed off by the now familiar <i>“Daku”</i> on Delhi’s streets and signatures that herald members of the
‘hood’. </span></span></span></div>
<div class="Default" style="text-align: left;">
<br /></div>
<div class="Default" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"><span lang="EN-IN">Step in to Dharavi,
Mumbai’s largest slum or the Khirkee Village in Delhi and you will sense a
‘vibe’ that is almost palpable – youngsters spin and get down to the Hip-Hop
beat, they celebrate a new found passion that offers them a ticket to express
freely, make a mark and set themselves apart. The spirit behind this new
movement is the compulsion to move beyond poverty and to break open the
limitations of life.</span> </span></span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"></span></span></span><a href="http://1.bp.blogspot.com/-Y5XqHSscyWc/UlzjENo02_I/AAAAAAAAA8k/0qrioatpXls/s1600/Pic+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="266" src="http://1.bp.blogspot.com/-Y5XqHSscyWc/UlzjENo02_I/AAAAAAAAA8k/0qrioatpXls/s400/Pic+2.jpg" width="400" /></a></div>
<div class="Default">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"></span></span></span></div>
<div class="Default" style="text-align: center;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN"></span></span><span style="font-size: x-small;"><span lang="EN-IN"><span lang="EN-IN">Khirkee Park Jam ,
Khoj Dus Tak Festival.</span>Source: tinydrops.org ; AFP</span></span></span></div>
<div class="Default">
<br /></div>
<div class="Default">
<br /></div>
<div class="Default" style="text-align: left;">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The seeds of this
movement were sown by B-Boy Heera, now 30 and living in Delhi, who honed his
moves growing up in Queens, New York. According to a recent interview by the
AFP, Heera moved back to India in the 2000s and while visiting Dharavi with a
friend, Heera realized that the youth of Dharavi needed an outlet for the swell
of stemmed energy they carried within themselves. That belief led him and his
friend Akku to set up ‘Slumgods’, which now has 40 to 50 core members, across
the cities of Mumbai, New Delhi, Bangalore and Dharmashala. The crew works
hand-in-hand with Tiny Drops, a non-profit group founded by Heera in Dharavi
and his Delhi neighbourhood, to let kids explore the world of Hip-Hop.</span></span></span></div>
<div class="Default">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-CG-U7fceqt4/UlzkDlVzmjI/AAAAAAAAA8s/IlRQi1yjY8I/s1600/Pic+3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="177" src="http://3.bp.blogspot.com/-CG-U7fceqt4/UlzkDlVzmjI/AAAAAAAAA8s/IlRQi1yjY8I/s400/Pic+3.png" width="400" /></a></div>
<div style="text-align: center;">
<span lang="EN-IN" style="font-size: 11.0pt;"> </span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: x-small;"><span lang="EN-IN" style="line-height: 115%;">Sion
Hillock Fort, Mumbai. Source: tinydrops.org; AFP</span></span></span></div>
<br />
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">In Mumbai, the
crumbling ruins of Sion Hillock Fort is the Slum Gods’ den. Today the fort
stands tall as the new bastion for self-expression, an open space for the youth
to connect, encourage and express to their hearts content.</span></span></span>
<br />
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<![endif]--><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">Historically, Hip-Hop has been a product of cultural
integration, with definitive origins at the Bronx in New York around the late
1950s and with firm roots within African cultural history and oral traditions. All-encompassing
in its sway from fashion, music and a way of life, it’s free flowing and
adaptive nature points to a genealogy that is hardly linear but one that spans
cross- cultural influences. Its continuous development, over the years,
reflects a trajectory of give and take, where aspects of cultural specificity
are seamlessly woven into the basic fabric of the genre.</span></span></span><span style="font-family: "Trebuchet MS",sans-serif;"></span><span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The sway of Hip-Hop culture hit India
during the 80s and since then it has made a radical space for itself combining
indigenous influences along the way. The ‘Baraat’ and the free styling of the
1980 Bollywood heroes especially the likes of “Mithun da”and ‘Govinda’ reflect
an inherent alignment towards break-dancing. But the streets are where this
urban underground movement really thrives, here talent is raw and passion is prime. </span></span></span><span style="font-family: "Trebuchet MS",sans-serif;"></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;">
</span></span><br />
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<br /></div>
<div class="MsoNormal">
<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">For some, Hip – Hop inspires to keep life
simple and addiction free for others it’s a source of empowerment and an outlet
for bottled passions. However, while the Hip- Hop movement in India continues
to spread, there are a few daunting questions that need answers – Will Hip–Hop
for the disadvantaged youth in India offer integration or further alienation?
Will notions of identity bear further complexities? And more importantly will
this passion shape a better future, from a socio-economic point of view, for
the generations to come? </span></span></span></div>
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<br /></div>
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</span></span><br />
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<span style="font-family: "Trebuchet MS",sans-serif;"><span style="font-size: small;"><span lang="EN-IN">The answers may lie in the future, but a
simple recognition of the sheer passion that drives this burgeoning movement
could create a constructive road-map for this spirited subculture to grow,
empower and ultimately thrive within the streets of India.</span></span></span></div>
<span style="font-family: "Trebuchet MS",sans-serif;"></span><br /></div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-9429545308619727412013-10-01T14:44:00.000+05:302013-10-01T14:53:46.062+05:30What Ranbir Kapoor can tell us about the youth <div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">By Sumeer Mathur, VP & Strategic Planning Director (JWT Gurgaon)</span></div>
<br />
<div class="MsoNormal" style="text-align: justify;">
<b><span lang="EN-IN" style="line-height: 115%;"><span style="font-family: Trebuchet MS, sans-serif;"><span style="font-size: large;">Self-centred,
shallow and weighed down by expectations. </span><span style="font-size: 26pt;"><o:p></o:p></span></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">What the popularity of characters played by Ranbir
kapoor tell us about the youth.<o:p></o:p></span></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<b><span lang="EN-IN"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: 'Trebuchet MS', sans-serif;">That the
popularity of a Bollywood superstar can be insightful about the generation that
worships him or her is an established fact.
</span><span style="font-family: 'Trebuchet MS', sans-serif;">The “angry young man”, was a product of the license - raaj and a
moribund economic system. The state had failed to deliver and the only option
left was to rely on oneself even if the means were far from scrupulous and
would have been rejected even a decade earlier.</span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Shahrukh Khan’s roles
gave us an insight into the next generation; the angry young man had given way
to a mostly urban struggle between tradition and modernity. The newly
liberalised economy unlocked personal ambition and he typified a generation
working very hard to make dreams once considered unrealistic, come true. His
ambition never made him rebel and in countless films he held his mother’s hand
or sat at her feet at least once, ironing out the contradictions and explaining
himself. <o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Ranbir Kapoor’s
appeal with the current mobile phone, social network addicted Gen-Y audience is
un paralleled in recent times. Even a
back of the envelope count of his films and roles in the last five years signals
to the fact that we are witnessing a new phenomenon. Admittedly he portrays
very divergent characters, yet there is a singularity which defines them. So
what do characters that are portrayed by Ranbir have in common? Analysing his
roles, may throw light on the generation that connects most intensely with him.
<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="background: white;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Kapoor’s
characters do not struggle with any external conflict that needs resolution.
There are no bad times to get out off; there is very little to prove to the
world. Things usually come to him on a platter, he decides to either take it or
reject it and most often he rejects it. Growing up on a full stomach with very
little uncertainty will do that to you. In film after film RK’s characters run
from responsibility and the consequences of their actions. Obligations whether
of love, family or of a professional nature are discounted and dismissed. There
is a refusal to grow up, to see the world through others eyes. Like a child in
an amusement park, his own amusement is of paramount importance; after all he
talks to a generation that came up with “selfies”. As he sings in a popular
song “Ayaashi ke one way se khudko modna jaane
naa, Kambal bewajah sharam ka Odhna jaane naa ,Zidd pakad ke khadha hai
kambakht Chodhna jaane na…”<o:p></o:p></span></span></div>
<div class="MsoNormal" style="background: white;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">His characters
are selfish and self-centred as he plays out his audience’s secret desire to
get away with this selfishness. In “Wake
up Sid” he is happy in his slacker ways eventually being kicked out his home,
only to start living with an older woman. In Rajneeti he is compelled to enter
politics but by the end of the film he returns to the US, far from the family
business and responsibility. In Rockstar Janardhan does not care for his fans
or the woman who loves him. There is a shallowness with which he treats both.
When he becomes a star he is frustrated with both his fans and his record
company. <o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN">Early on he
claims a desire to feel love but unlike a Shahrukh he does not want to fall in
love, it’s too tedious and too much of an investment. In his latest Yeh Jawani Hai Diwani, once
again he has a selfish, personal philosophy which he must live out, and though </span><span lang="EN-IN">called
“banajarapan”, it’s far removed from the concept of a romantic exploration of
the world. Sample this “</span><span lang="EN-IN" style="line-height: 115%;">Poori
duniya ka gol gol chakkar leke, Maine duniya ko maara dhakka”. It’s more a cry
to get out and runaway than a pure desire to experience a different life of
exploration. </span><span lang="EN-IN"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="background-color: white; background-position: initial initial; background-repeat: initial initial; margin-bottom: 0.0001pt; text-align: justify;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><br />
</span><span lang="EN-IN">Even in romance, he breaks the Bollywood tradition
of selfless love. He is probably the guy more worried about how he looks in a
couple picture than how they look together as a couple. Growing up in times of
relative equality of the sexes gives him the license to be casual about his affairs.
No he does not worship the women he falls in love with, pays scant regard to
their dreams and desires and has a tendency to run the minute he decides he is
getting suffocated. He isn’t staying around because you love him, pinning for
him is expected. In “Bachna ae haseno”, “Rajneeti”, “Rockstar” and “YJHD”, love
soon turns into a four letter word and we wait till the very end where his
character either has a change of heart or meets his match and accepts a happily
ever after. <o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN" style="line-height: 115%;"><span style="font-family: Trebuchet MS, sans-serif;">The relations with his parents are
usually strained. Mothers and Fathers cannot understand what makes him tick. He
is disconnected from them, far from seeking their approval his characters
usually reach a flashpoint where all communication breaks down and he gladly
leaves the house. Unlike the 80’s, or 90’s this is not the good son unfairly
thrown out or the bad son who cuts ties with his family. This is the son who is
rejecting his family because it’s not working out. In Rockstar, his character
feels stifled at home and misunderstood, in “Wake Up Sid” he is a slacker eventually
thrown out. In YJHD he has trouble explaining or communicating with his father,
even though the father in question wants to help him. <o:p></o:p></span></span><br />
<span lang="EN-IN" style="line-height: 115%;"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<span lang="EN-IN" style="line-height: 115%;"><span style="font-family: Trebuchet MS, sans-serif;">20 year olds today have grown up in
times of relative affluence. They are more likely to be from smaller nuclear
families, they enjoyed more individual attention whilst growing up than earlier
generations.Opportunity according to popular culture waits all around; they
just have to reach out. But if the popularity of Ranbir’s characters is any
indication, they feel burdened by the expectations and secretly desire to run
away from them. Alternately maybe this generation does not wish to become
anything, only to be.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
<div class="MsoNormal" style="text-align: justify;">
</div>
<div class="MsoNormal" style="text-align: justify;">
<br /></div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-41048459931196395242013-09-24T16:27:00.000+05:302013-09-24T16:31:18.374+05:30Notes from Kyoorius Design Yatra, August 2013<div dir="ltr" style="text-align: left;" trbidi="on">
<h3 style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif; font-size: small; font-weight: normal;">By Divya Sharma, Account Planning Director (JWT, Gurgaon)</span></h3>
<div>
<br />
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">The atmosphere has changed only slightly since I
first attended in 2008. Slickly organised as always, the projection screen actually stood out
as impressive; rectangular with two wings, the slides were made in these new dimensions and could build sideways or as one long strip; gave the speakers interesting
possibilities for telling their story. <o:p></o:p></span></span></div>
<div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<a href="http://4.bp.blogspot.com/-1841saUHH1c/UkEXtLycN6I/AAAAAAAAA8E/3xv3w3mJ8Dw/s1600/pic1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Trebuchet MS, sans-serif;"><img border="0" height="212" src="http://4.bp.blogspot.com/-1841saUHH1c/UkEXtLycN6I/AAAAAAAAA8E/3xv3w3mJ8Dw/s320/pic1.jpg" width="320" /></span></a><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">The theme was “<b>Create Change</b>”</span></span><br />
<div class="MsoNormal" style="text-align: left;">
<br />
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Paul Hughes spoke of the difference between 'change' and 'transformation' </span></span>and almost every talk displayed the
responsibility for change at the creative industry, right from where each of us
sits. Not clients. We bring the change through our beliefs. Laura Bambach of Dare UK said “there’s no such thing as a bad client - only a
difficult one.”</span></span><br />
<br />
<br />
<br />
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Highlights for me were Bart Kresa of <b>BartKresa Design</b> and Melissa
Weigel from <b>Moment Factory</b> both working
in video mapped projection on buildings – stuff of dreams; <b>Dharamveer Kamboj</b> a farmer and inventor who got a
standing ovation for his machine that can process any fruit, flower or
vegetable into pulp, juice or extracted oil at the change of a setting – he has
enabled farmers to process tomatoes right at the field for the freshest ketchup, make rose petal oil or aloe juice depending on the crop, created 200 jobs for wives in his village making strawberry jam; then there were
font designers from <b>Ek Type</b> who developed usable indigenous font families out of truck and juice shop graphics;
Karin Fong from <b>Imaginary Forces</b>,
Laura Bambach from <b>Dare UK</b>, and people from <b>Cinimod</b>, <b>Fitch</b>, <b>Facebook</b>..<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">
<span lang="EN-IN" style="line-height: 115%;">Sharing bits and pieces noted down; in parts. Starting with Margaret Stewart of
Facebook. The room was packed to the rafters. She spoke some good things in a
quiet way. The cynical lot who can’t show they’re
impressed by anything of course sniggered about how she 'said nothing’; as if she could have shared FBs algorithm with us. I liked <b>“Design for people where they are, not where you are or where you
wish them to be”</b></span></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN" style="line-height: 115%;"><br /></span></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /><o:p></o:p><b><span lang="EN-IN" style="line-height: 115%;"><span style="color: purple;">MARGARET STEWART</span></span></b></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN" style="line-height: 115%;"><span style="color: purple;">Director of Product Design, Facebook</span></span></span></span><br />
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN" style="line-height: 115%;"><span style="color: purple;"> </span></span><b><span lang="EN-IN" style="line-height: 115%;"><br />
<!--[if !supportLineBreakNewLine]--></span></b>What does it mean to make change happen? <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">It’s easier to think of change slowly, over
time. Or as sudden with design that calls attention to itself. </span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br />
But sometimes change is slight, small, unseen. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">There was an <a href="http://www.moma.org/visit/calendar/exhibitions/124" target="_blank">exhibition</a> at the MOMA in 2004
later made into a book : Humble Masterpieces (Everyday Masterpieces of Design)by Paola Antonelli that made me think about the things we live with every day
and not notice. They are so perfectly designed, we don’t see them. They are human
centred at the core. Useful. Easy to use. Effective. Things like the band aid,
an ice cream cone, the brown paper bag. They don't call attention to themselves.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">In the same way, there are digital platforms
that are not about high design. In fact they almost look bland. But they change
the way people live with each other. Interact. <o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Facebook. YouTube. Twitter. Instagram.
Google search.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">These platforms have engaged and impacted a
huge number of human beings in the last few years. They affected us all. And
they all had people, and people’s content at the forefront.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">So what do these platforms have in common?<o:p></o:p></span></span></div>
<div class="MsoNormal">
</div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"> 1) </span><!--[endif]--><b><span lang="EN-IN"> They are open and adaptive</span></b><span lang="EN-IN"><br />
- they are living organic systems<br />
- evolve through time<br />
- depend on the world<br />
- they don’t resist change, they are extremely sensitive to change<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><br /></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"> 2) </span><b><span lang="EN-IN">Human centred<br />
</span></b><span lang="EN-IN">- all focused on people<br />
- trying to solve some need – information, connecting<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><br /></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"> 3) </span><!--[endif]--><b><span lang="EN-IN">Human driven</span></b><span lang="EN-IN"><br />
- don’t depend on an elite group<br />
- discovery and creation is by billions of people around the world<br />
On Facebook, everything in the world is seen through the lens of your friends.
<br /> You see the world through people.<o:p></o:p></span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"> </span></span></div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<div style="text-align: left;">
<!--[if !supportLists]--><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"> 4) </span><!--[endif]--><b><span lang="EN-IN">They are invisible<br />
</span></b><span lang="EN-IN">- the technology is massive, the algorithms are
powerful, but they heighten the<br />experience without being there (visible)<o:p></o:p> </span></span></div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN">5) </span><!--[endif]--><b><span lang="EN-IN">Neutral aesthetic</span></b><span lang="EN-IN"><br />- makes all content come out looking good<br />
- all of the world feels welcome<o:p></o:p></span></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><br /></span></span></div>
</div>
<div class="MsoListParagraphCxSpMiddle" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN">6) </span><!--[endif]--><b><span lang="EN-IN">Lastly they’re beautiful</span></b><span lang="EN-IN"><br />National Geographic: <b>Life in a Day</b> (produced by Ridley Scott) : a crowdsourced documentary film that selected clips submitted on YouTube in one single day July 24 2010 </span></span></div>
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<br />
<div class="separator" style="clear: both; text-align: center;">
<object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://img.youtube.com/vi/bT_UmBHMYzg/0.jpg" height="266" width="320"><param name="movie" value="http://youtube.googleapis.com/v/bT_UmBHMYzg&source=uds" /><param name="bgcolor" value="#FFFFFF" /><param name="allowFullScreen" value="true" /><embed width="320" height="266" src="http://youtube.googleapis.com/v/bT_UmBHMYzg&source=uds" type="application/x-shockwave-flash" allowfullscreen="true"></embed></object></div>
<br />
<br /></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">So,<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><b><span lang="EN-IN">Be
open to change</span></b><span lang="EN-IN"><br />
- all these platforms had a different plan when they started<br />
- they stayed adaptive, watched how their design was being used by people<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><b><span lang="EN-IN">Be a
facilitator</span></b><span lang="EN-IN"> <br />
- co-design with the world<o:p></o:p></span></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><br /></span></span></div>
<div class="MsoNormal">
<span style="font-family: Trebuchet MS, sans-serif;"><b><span lang="EN-IN">Make
it about people not technology<br />
</span></b><span lang="EN-IN">- </span></span><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">create change with humanitarian design</span></span></span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">- </span></span>empower people</span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"></span></span><br />
<span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN"><o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-IN"><span lang="EN-IN" style="line-height: 115%;"><span style="font-family: Trebuchet MS, sans-serif;">
</span></span></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">Design
for people where they are, not where you are or where you wish them to be</span></span><b><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><br />
</span></span></b><span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"> </span></span><br />
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;">World changing design must have a lot of humility.</span>
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="EN-IN"><span lang="EN-IN" style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-IN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: left;">
<span lang="EN-IN"><span style="font-family: Trebuchet MS, sans-serif;"><span lang="EN-IN" style="line-height: 115%;"><br /></span></span></span></div>
</div>
</div>
Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0tag:blogger.com,1999:blog-8123582530748011618.post-76675918596604924362013-09-19T10:34:00.000+05:302013-09-19T10:34:24.523+05:30STATISTICAL *SIGNIFICANCE* <div dir="ltr" style="text-align: left;" trbidi="on">
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif; font-size: x-small;">By Divya Khanna, AVP & Regional Planning Director (South Asia), JWT Bangalore.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">“I am the one in ten,</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">A number on a list.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">I am the one in ten,</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Even though I don`t exist.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Nobody knows me</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Even though I`m always there –</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">A statistic, a reminder</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Of a world that doesn`t care.”</span></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><span style="line-height: 115%;">- Ub40<sup>1</sup></span><sup><span style="line-height: 115%;"><o:p></o:p></span></sup></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Anyone who has ever expressed an opinion has felt the pressure of showing proof to support that </span><span style="font-family: 'Trebuchet MS', sans-serif;">feeling in the gut that tells them it’s true. There has to be an example to prove the opinion or at the very </span><span style="font-family: 'Trebuchet MS', sans-serif;">least to refute its absolute opposite. And when the opinion will impact the direction of where large sums</span><span style="font-family: Trebuchet MS, sans-serif;">of money are to be invested, nothing less than statistical data will do. But why does this data </span><span style="font-family: 'Trebuchet MS', sans-serif;">automatically get the air of authority that trumps the most impassioned and gut-felt belief?</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">I do get it – a belief, by definition, could be different from what’s actually out there.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Similarly, by definition, a probability is not necessarily a certainty.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">And extrapolation of data is, evidently, an extrapolation.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">Let me explain what I’m trying to say. Just because “only about 15% of C-suite jobs” in America are held </span><span style="font-family: 'Trebuchet MS', sans-serif;">by women</span><span style="font-family: 'Trebuchet MS', sans-serif; line-height: 115%; vertical-align: super;">2 </span><span style="font-family: 'Trebuchet MS', sans-serif;">,</span><span style="font-family: 'Trebuchet MS', sans-serif; line-height: 115%; vertical-align: super;"> </span><span style="font-family: 'Trebuchet MS', sans-serif;">it doesn’t automatically mean that without the alleged discrimination they face, women </span><span style="font-family: 'Trebuchet MS', sans-serif;">would be proportionately represented in these jobs. Such an assumption, and it is an assumption, would </span><span style="font-family: 'Trebuchet MS', sans-serif;">not take into account the other factors at play. For example, as Sheryl Sandberg mentions in her book </span><span style="font-family: Trebuchet MS, sans-serif;">‘Lean In’, the tendency of women to downplay their achievements and give credit to other people </span><span style="font-family: 'Trebuchet MS', sans-serif;">versus the opposite tendency of men. Or the evidence that many women, as they move up the </span><span style="font-family: 'Trebuchet MS', sans-serif;">corporate ladder and simultaneously raise their children, start to make career choices that don’t head </span><span style="font-family: 'Trebuchet MS', sans-serif;">towards earning them a C-suite job.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">When we reduce a person to a number, we feel more certain as numbers give the illusion of certainty.</span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;"><br /></span></div>
<div style="text-align: left;">
<span style="font-family: Trebuchet MS, sans-serif;">But there are 2 caveats to keep in mind:</span></div>
<div style="text-align: left;">
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<span style="font-family: Trebuchet MS, sans-serif;">1. Numbers too can be misinterpreted and manipulated. Just ask anyone who’s ever committed or </span><span style="font-family: 'Trebuchet MS', sans-serif;">detected an accounting fraud!</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">2. We are losing the nuances of the person behind the number. Every woman of the 15% in C-suite </span><span style="font-family: 'Trebuchet MS', sans-serif;">jobs is not like every other, there are bound to be differences that may not allow a one-size-fits all </span><span style="font-family: 'Trebuchet MS', sans-serif;">approach in any decision regarding them as a group.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif;">Don’t get me wrong, I do believe statistical data is useful. But we must always remember its context. The </span><span style="font-family: 'Trebuchet MS', sans-serif;">language of data is just as uncertain as the language of gut – the terms probability, extrapolation, </span><span style="font-family: 'Trebuchet MS', sans-serif;">assumption, levels of significance, etc. are evidence of this. There is anecdotal evidence to support (but </span><span style="font-family: 'Trebuchet MS', sans-serif;">not confirm) every side of the argument between qualitative and quantitative based decisions. This </span><span style="font-family: Trebuchet MS, sans-serif;">suggests that we can either side with one and take our chances or combine both sides to improve them </span><span style="font-family: 'Trebuchet MS', sans-serif;">– but at the end of it, no matter what we do, we are still taking a chance and cannot be absolutely sure </span><span style="font-family: 'Trebuchet MS', sans-serif;">of any definite outcome, except in retrospect.</span></div>
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<span style="font-family: Trebuchet MS, sans-serif; font-size: x-small;">1 One In Ten lyrics © EMI Music Publishing, Sony/ATV Music Publishing LLC, Universal Music Publishing Group</span></div>
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<span style="font-family: Trebuchet MS, sans-serif; font-size: x-small;">2 Harvard Business Review, September 2013, South Asia edition</span></div>
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Mythili Chandrasekarhttp://www.blogger.com/profile/03523292112228327915noreply@blogger.com0