Sacred Hindu vs. voluptuous TOI

Many of us would have been highly amused at the recent and on-going war of ads between the two newspapers – the venerable “The Hindu” and the king of media - “Times of India”.

Times of India has been trying to penetrate the bastion of “The Hindu” in Tamil Nadu. The marketing and brand manager would have done his 4P exercises and realized that Hindu has an image of being somewhat cerebral and therefore deemed dense by the segment eyed by TOI. This is when they came up with this ad

TOI has been getting a lot of flak on social media for this ad for being tasteless. I am not a fan of TOI but I think that this is a smart ad. TOI is not targeting the reader who wants to read an analysis of the Syrian situation or how Chavez is transforming Venezuela. The typical TOI reader is the type of reader who would read a typical tabloid in London. This is the reader who wants a twitter style news. TOI gives it to them and these readers would give attention to this ad

Coming to “The Hindu”, I have loved their response to this. If TOI had mocked the brains behind the editorials of Hindu, those same brains have come out with an aggressive ad response that completely turns around the logic of the TOI ad. These were the ads…Hilarious!!!

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India sold for 500,000…

I remember a childhood story that i remember affected me profoundly. The story was of the Koh-i-noor diamond and how we lost it to the Britishers. The Brits were the ‘bad guys’ who looted the best things that this country had to offer and how they obscenely display the Koh-i-noor, something that they stole from us.

It was a story told with much pain, a pain which I could articulate later as born out of impotent helplessness. At that time, I could just sense the injustice of it all. I could sense the wound. The pride of India, stolen and displayed openly by the thief. If only we were powerful and could force the Brits give it up, how wonderful that would be, i used to fantasize. I used to fantasize, Hollywood style (or rather Mossad style) of a crack team of commandoes who would steal back the diamond.

I guess i retained a bit of that boyhood fantasy till very late. If some part of it still lived somewhere inside, the following news pretty much would have killed it off…

Tipu Sultan’s sword sold off

The implicit belief of my boyhood fantasy was that no Indian, if given a chance would let a part of his history and legacy be sold off like a cheap trinket. By Indian, I mean us as a collective. The government of the people, as a custodian of the country’s pride…

In spite of having ‘grown up’ i.e. resigned myself to the ‘practical world’ of adulthood, a part of me that never let go of the boyhood fantasy has collapsed with dismay over the almost non-importance of the event for the public, let alone the mandarins in the parliament. It merited a single column in most newspapers. IPL’s cheerleaders get more space.

A part of our glorious history – that of resistance agaisnt the Britishers (Tipu was the last king to defeat the Britishers), a legacy of the perhaps the greatest threat against British rule (before 1857), a symbol of what we have learnt to be proud of (remember the serial ‘The sword of Tipu Sultan’?), is sold off to the highest bidder at an auction house in London and we do nothing!!! and worse, we are still happily doing nothing. And even worse, we have already moved on…

Tipu’s sword was taken (stolen by the ‘bad guys’ remember?) from his dead body when his capital was overrun in the Third Mysore war. The captured sword was taken a symbol of triumph to London and 150 years later, we get a chance to get it back to where it belongs. But we let it go into the private collection of somebody rich enough to display it among his/her other trinkets.

A government that sits back and watches millions of rupees being spent on as useful as their own statues (sometimes complete with handbags) is not able to spend a few million on getting back what is rightfully ours?

In 2000, Vijay Mallya bought another of Tipu’s sword amidst much fanfare, as if he was doing a service to the country by keeping it in his house. Why not make it public property? Why was it not demanded? (I would not be surprised if this is the same sword that Mallya bought, which it is, according to some reports)

Which is all a collective failure, a failure of our pride to galvanize us in demanding the restoration of dignity of our past. We just don't care enough. Perhaps we don't seem to feel that it is important enough. Our so called present ascent to a world superpower (superpower of outsourced work, mostly) gives us more pride, not a supposed colonized past.

The only question to be asked here – would China (with similar history and the supposed competition to our ascent) have sat back and let their legacy be sold off? Of Mao or of Sun-yat-Sen? How many of us would say yes to that, I wonder? Something to ponder on there…

I guess Tipu fought for the wrong country…

 

del.icio.us Tags: Tipu Sultan,sword of tipu sultan,auction,india,history,1857,first war of indepenence,legacy,indian

End of an era – Viva Chetak

Ah well…all good things must come to an end, especially if you don't want to own the good thing anymore!!!

Bajaj will, from now on, manufacture only motorcycles, finally bowing to market tastes. With that decision, a product that signified India for decades will pass easily into history pages – the “Hamara Bajaj”, the Chetak.

The scooter that was the beast of burden for the common man carrying whole families on its seats, the acquisition of which (after sometimes years of waiting) truly became a neighbours envy – owner’s pride. The scooter which with its Italian inspired design ruled the Indian roads long before auto majors discovered the market in the country. A scooter which when your father let you drive was when you became a man of the world, a world suddenly free…

That's the nations nostalgia, a collective nostalgia as it were. Anyone above the age of 23 or so will have a special personal memory of the scooter that looks impossibly frail and might I say cute in front of the hulking bikes of today.

We also owned a Bajaj scooter, some 20 odd years ago. One of my earliest memories was the extreme thrill I felt of standing in the front, just behind the handles, my little hands on the dials, my hair buffeted by the wind against which my eyes squinted to see ahead, safe in the knowledge that my father was the captain and my mother the navigator. It was the most perfect Titanic moment (the hands outstretched moment that is – not the crash!!!) I ever had. I used to actually feel that I was flying without making any effort, tagged along by the Gods. Nothing I have done since has come close to that experience…

However I believe that it was time it gets consigned to our nostalgia. The Chetak was not made for the madly commercial world of today. It belonged to the world of movies like “Chashme Baddoor”. It belongs to a world when you actually loved what you owned because you literally bought it – EMI was not yet invented by financial whizkids, a world where cosmetics to make men fairer was not advertised on the TV, a world of sometimes impossibly grotesque fashion but also of rebellion. A world of limited but meaningful TV, not the infinite variety of trash today…

Ironically, It belonged to a world where streets were emptier and you could have done with more power in the engines, instead of in a world where you have all the powers in the world but no streets to drive them on!!!

Of course, scooters have been reinvented – the Activa for instance. But for us Indians, it will never be the same.

The song of Chetak remains humming on in our mind, if only as a dirge. An elegy, even, to a world vanished forever…

Viva Chetak!!!

 

del.icio.us Tags: Bajaj,scooter,India,marketing,product,nostalgia,Chetak,current issue

Our local Thermopylae…but did you notice?

On 14th April, a news piece came that told about an incident that should be told and retold as an example of why inspite of everything being stacked against us, India’s democracy still pulls through…

The first lines reported in the article, written by an obviously moved reporter, suffices as the best introduction to this soon to be forgotten heroic incident…

“ For 10 hours, a band of 22 CISF jawans battled more than 200 heavily armed Maoists, without backup or reinforcements, and saved the lives of 150 Nalco staff who were held hostage by the guerrillas in Orissa's Damanjodi since Sunday night.”

Read the rest of the article  (or here) here before reading further

A few reflections will bring out why remembering this is so important to us…

We don’t even know who or what CISF are. But then, even if it is replaced by CRPF, our awareness grows a notch but its still not something we can relate to. These men guard some of our most prized assets – infrastructure and their human capital yet they have never been proper security forces in our eyes. They are usually relegated to the status of mere guards. They do not have the dashing that has been marketed as the image of the armed forces.

We reserve all our adulations for the Indian army. They deserve all of it – they are one of the special reasons that this country still stands. But here I believe that this adulation on our part has a large part of self-interest as an ingredient. Because we feel that we are threatened more by what may come across the borders, we tend to put the ones who keep them at bay, on a pedestal.

Naxalism is a malaise that is eating away our innards. The alarm has been raised but we don't have seem to have ingested the danger enough. That is why we don't seem to appreciate the sacrifice made by the  men fighting the enemy inside the gates…

These men showed almost foolish showed bravery when they could have surrendered or run. They instead stayed and saved lives. This, when the insurgents were superior in arms and overwhelmingly so in numbers.

Because we cant relate our safety to the actions of these men, because their heroism seems remote to us – because of all this, we will soon forget what they did for us. Soon, their stories will be drowned in more newsworthy buzz – elections and IPL…(by elections i mean the circus, not the people who have been killed by the Maoists – they are similar unsung heroes)

But for the moment, let us realize that the much vaunted democracy that we boast around the world is not due to the politician on the dais but is due to poorly armed, outnumbered industrial guards defying terrorism in some forgotten corner of the country…

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