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Saturday, November 23, 2013

"We Care" - Brands and Empathy


    I have always been fascinated by human nature and psychology. Gratitude, kindness, mercy are some character traits I have always been attracted to. 
Online, I am more inclined to read stories or view pictures which reflect the goodness of humanity. Stories and videos of grit, triumph over odds have always moved me and maybe motivated me. 

I thought people like me who follow humanity over anything were very few. But I was wrong. Off-late there has been a surge in advertisements which strike an emotional cord with some of us, if not most. The marketer in me immediately began to notice how these ads helped in the brand positioning. I have taken the recent three ads and have anaylzed them from my perspective.


When people say Google, we always think about the advancements in technology. The youngsters see it as a necessity in today's world. But what is Google? A basic search engine which provides you an array of sites that already exist on the web. An online encyclopedia/directory all in the click of a buttton. 
If I was to explain Google to my grandmother, I'd say it's a directory linking to other directories of information. Something like Yellow pages. But that is before I saw the ad.
Now it's more than a directory. Now it shows that it permeates all facets of human life and can drive emotions, desires for real.

My granny now, knows the internet, uses it to skype too with some help. So for her Google is out of the world technology that only her grand children show off about. But when I showed her the ad and explained it, she instantly asked me if I could find her long lost third cousin. I did'nt have the heart to tell her, in the real world Google sometimes doesn't  have all the answers. But the ad definitely says so. 

  • HUL - Project Sunlight 

https://www.youtube.com/watch?v=PWTVCkvQzY8

I was still hungover from Google's ad which was trying to connect with its users by the 'Empathy' route. Then I come across Project Sunlight. I was cynical at first because Sunlight is the name of a lesser known detergent from HUL. People know only Surf in this country and undoubtedly HUL's Surf is the market leader. However, the short film doesn't explicitly cite any of its products.

Apart from the 'Unilever Project Sunlight' there are no other references of it anywhere in the short film. But subconsciously, when they talk about technologies, medicines, products of the future, I think HUL.

So what is HUL going to do? Are they trying to show that they are more environment friendly? Are they trying to position themselves as more than a FMCG manufacturer? Are they going to be the one stop shop for all human needs in the future? Somehow, I'm not convinced that the film is just a harmless CSR activity that protects the environment for future generations.


This is a true Network amalgamation with Facebook. You see the ad, and you know that's how today's world is. You connect with the ad, the person, the status messages, the pics. If not you, well someone you know. Vodafone has always made humorous ads, cute ads in the past. This recent one seems to say I know you need an outlet to vent all the good and bad that's  happening in your life on Facebook. Well, just use our network to do it faster.

All these ads seem to say, "We Care". They want consumers to believe that it's more than the Top line that matters to them. But if these ads, get them those numbers, who is complaining?




Saturday, June 8, 2013

Soul Searching myself

More than wondering about the secrets of the universe, questioning my existence and trying to find my purpose, I always wonder who I am as a person and what exactly I need in my life.
This is as much as I understand or know myself as on date of this post.


  • I'm flawed. I have never seen myself as perfect and revel in the fact that my flaws make me stronger.
  • I have a few close friends with whom I can be crazy, childish, humorous or care free. Only my close pals get to see my light hearted side. 
  • I can be naive. In life, I always see good in people.
  • I wish I was more shrewd or more ruthless. It's a defense mechanism.
  • Mostly I'm happy, pumped up or silently sad. Rarely people get to see my raging anger.
  • I'm very playful.
  • I am stand offish with others, silent, not mingling much in fact. This may seem to others as am arrogant, whereas in reality I don't know them enough to let my hair down. I'm my caring self with friends, reserved with others.
  • When I say caring, I show I care when I listen. I always like providing a shoulder to lean on. I like being needed.
  • When it comes to me though, I don't like sharing, not that I don't want to or that I want to hide, just that I believe when I share I become weak.I don't like making myself weak. I want to share but I haven't found another soul who would understand and care enough.
  • I am emotional and sensitive, it is only with a few that I share my insecurities or whatever that bugs me.
  • I insulate myself from the world to cope up sometimes. Music truly gives me peace.
  • I abhorr gossip. I try to stay away from the people and it mostly. I'd rather be isolated than swim in a mire of talk.
  • I'm honest. It's a liability sometimes.
  • I can be jealous, but I always wish another person well, somehow being excessively jealous seems beneath me. 
  • I believe I have a  good heart. 
  • I can be truly lazy and not do work at all or I can drive myself to death working.
  • I bury myself in work sometimes. When I'm working, I'm preoccupied with it.
  • The smallest things make me happy. 
  • I know I'm strong. I just don't like talking about my travails. I always look forward.
  • Only thing that drives me, the will to live and beat the odds. 
  • I always refer to boxing matches in my life, I may fall down bleeding but I'm never staying down.
  • I can be crazy-happy. (Again for emphasis) :p
  • I don't giggle. I laugh. Loud.And when I do, it's with all my heart.
  • I love laughing. I cherish that gift truly.
  • I like being happy.
  • I want to love and be loved. I'm a human being after all.
  • I like to cook. A labor of love.
  • Sometimes I turn to books than people.
  • I'm unpredictable. I can be serious, mature and then suddenly be silly or clown around.
  • I have learnt not to judge people without truly knowing them.
  • I love food. 
  • I can be a wallflower/bookworm/steel magnolia/naughty siren/crazy witch.
  • I'm still learning about myself and every time I surprise myself.
  • No one truly knows me and no, this blog won't help you much either.
  • The jury is still out on whether I even want that.
  • If there's something for certain that I know, it is that I want to be happy and die a good human being. The rest are just details.





Wednesday, March 13, 2013

Love Letter to a Finance Major :-p



Dear Finance Major,


This letter is to let you know that while you are busy counting numbers, you should take some time off and count my heart rate every time you are in the vicinity. While you are breaking your head over balance sheets, you should know it's relatively easier to tally your assets and my liabilities.
 I'm honest about my intangible feelings for you and would love to share cups of coffee listening to your Finance raving and hopefully learn something from you. As I'm bad at Finance, I'm hoping you would manage our joint finances.
If you choose to enter this parternship, you shall benefit from my 4ps- Polite,Pally, Pleasing personality and Passion. You should know I have already targetted you as an apt choice to meet my parents. I shall leave the positioning to you.
 In the same breath, I have to say you are more preoccupied about stock bonds than strengthening our bond. My interest rate in your bond is increasing day by day and if you don't cash in soon, I'm afraid your value will fall in my eyes. So kindly use your call option and call me. It would be beneficial to our parternship if you propose your bid and I shall sign the dotted line within speculated duration.


Hoping for a long partnership,
Yours Truly 
Marketing Major.



Tuesday, January 29, 2013

What do you think is attractive in a man/woman?


I have always loved studying the human psyche as it's one of the most complex and enigmatic entities of human kind. I have come across various articles or write-ups about what traits people felt were attractive in the opposite sex, albeit none with the Indian mindset. 
This got me wondering if Indians perceived attraction the same way as our counterparts across the world did. 
I assure you that all these answers are from real people and I have not used my creative license on any of the below.

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" They should actually behave like a man, actually have a spine every once in a while at least, and be respectful of the women's feelings and emotions at the same time.

Physically as well I think I want the ones that are more the man kinds, by that I mean I don't quite like the cute pretty types in matching clothes, they rather be with the lazy beard and a shirt with the sleeves folded to the elbows and denims but smart shoes (always).

Somebody who is kind and generous and thoughtful, who can listen but talk much as well. 
The guy has to be smart, I don't care if they are younger than me but i would be really annoyed if they are more stupid than me, that said I don't think I'm that smart, I'm pretty stupid so being smart in front of me is not a challenge. But not too smart as well else I would be kinda overwhelmed.

Somebody who likes to travel and go for long walks. Somebody who treats me like an equal and at the same time who could be comforting during high levels of distress.

A guy with thick eyebrows and sharp eyes and tall would be pretty perfect. 
Somebody who wants to have babies and do exciting adventurous stuff even outside the house . 
Somebody with whom I have stuff in common with and hence can spend a Sunday with him alone and not get bored.

Yep, I can be demanding! but I think true love is out there and I'm going to find him  and when I do find him, I'm not going to let him go! "--  Anonymous woman in search of true love

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" For first impression: Physical features or kindness towards one.
For friendship: The space provided by the girl. Trust and opinion about the guy.
For love/marriage: Can't live without her feeling takes it further.

Overall: Kindness and Beauty(Can't define beauty, depends on individual perspective) are attributed to girls that attracts a guy(or at least me  ) " - Seshachalam Srinivasan
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" Men understand the situation and find a solution. But handling it is not as good as women.. Women are more emotional oriented." -- Uma

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"Girl's Ass " --- Anonymous Ass Lover

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"A man's Sense of humor, Intelligence and Wit. He and I should have the same wave length" --- Susan

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"I think her way of talking, the way she dresses up and how often she makes other people smile " --- Ankit Kohli
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" Eyes and Physical features" -- Sundeep Babbar
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"Height and Sense of Humor" -- Anonymous girl who hates to be photographed

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" Attraction can be in many forms, physical, emotional, intellectual or even persona based. We are also attracted to our friends as we would like to spend most of our time with them, or even our families as we miss them as they are not around for a long time. 
So attraction should not be confused only for mating senses, it is a part of our social protocol which runs in our unconscious mind all the time. 

But I guess your question is specific to the opposite sex only right? 

What attracts me the most in women?  Hmmm.. that is a tricky one. 
To be honest my interests have been changing with time and I can't say for sure that if a woman have 'these' set of attributes (physical or persona based), I would be attracted to her.
But yes, there are things that specifically grabs my attention. As a sexually active young man, yes I am attracted to certain physical parts of women, but the overall personality decides whether I am going to fall for her or not! 

A women can be as crazy as man, but I really get turned off when they talk dirty, specially in public. Some people get turned on by that, but I feel girls should be more sophisticated (go ahead call me a chauvinist).

Sometimes I feel few want to talk that way just to pretentiously sound cool. A girl with beauty and brains but no concern for personal hygiene is also a big no ( I am sure all female readers know what I am talking about , yes, you need to go the the parlor to do certain stuff regularly, we make fun of it, but its more gross if you don't take care of it).

I feel attracted to confident women who know how to carry themselves, can take strong decisions and can be completely independent from me. 
But at the same time I also feel attracted to homely girls who seek my advice on taking decisions and can make me feel that she needs a shoulder, my shoulder. 

I know what you must be thinking. May be the reason behind the 2nd attraction is that I want to quench my 'man of the house' thirst, and that too is chauvinist! But yes, I feel that way, can't help it. I am just being honest about what I truly feel. 

To be concise , I feel every boy wants his girl to be like his mom, caring, loving and who stays with you through black and blue. There is nothing hotter than a girl who stays with you through the tough times of your life. -- Yash Deep Singh
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“By 'Attraction' I presume sexual attraction, in which case the question I am answering is "What I think is attractive in a woman?" because I am a straight Indian male.

Firstly I like it when women are straight-backed, proud and bold. I am attracted to women who have strong opinions and are unabashed. Also a woman who is not always interested in her own physical appearance is attractive. 


I believe that woman who don't bother much about their own physical appearance (like bothered about make-up, constantly talking about their hairdo, shoes, accessories blah blah) are usually confident in their abilities and don't use their 'fairer sex' status and are also usually sensible.

Moving on to physical appearance, I've noticed that the faces of girls with the above set of characters are generally to my liking usually they look smart, I like smart, rather than beautiful faces

 This is really un-quantifiable but an example is I like Monica more than Rachel in Friends (Sit-Com). Other optional preference is I like women with shoulder length or waist length hair, in between is nor really attractive.
As for structural appearance I am attracted to the same structure an average man is, very similar to the sculptures of Goddesses present in Mamallapuram.

I do realize that the above description is a highly idealized scenario but its only imagination and really I needn't limit it. “--- Saishankar Rajeev


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 "I would definitely be lying if I said, "The looks don't matter". They do indeed..... The difference is that I don't expect the guy to be a hunk (wouldn't hurt if he was though).

 But apart from the, "ooh that's a hot guy!" reactions , the thing which attracts me to a guy is when he pays attention to what I have to say and likes engaging me in conversation
Of course, that does not mean that I like every guy who talks to me...... I like guys who talk to me and respect my point of view on a certain topic even if it doesn't reflect their own view of it.... that's when I start thinking, "Hey, he isn't half bad!" 

So CONVERSATION and DISCOURSE would be the things which make a huge impression on me!"
  -- Anonymous woman who loves conversation
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" So what do I find attractive in a man?

I find men who are elder to me, attractive. The minute I know someone's my age or younger , he's outta the spectrum. I like serious-looking, seemingly intellectual men with glasses.( Like likes like?) Men who look like they have the whole world to carry. They make me wonder what I could do to bring a smile on their face, feel like saying," Hey you ain't alone , I got your back." Well dressed men, a good voice.

Honesty and trust are crucial factors. I couldn't be with a man who'd not be honest with me. It's a part of me. I'm not a person who'd tolerate lies. Someone who'd treat me with dignity and respect. I'm an independent woman, I find men who'd let me do my own thing, have my own friends, attractive. However, he must be possessive about me. I find that primitive aspect attractive as heck! Men who are agnostic or regard humanity higher.
A man who does things for me before I even ask it. A man who is not scared to make the first move because, well, I'm shy. And he should know that I take time.  A man who doesn't raise his voice, but is calm and determined. 

Someone who'd understand my love for books, the poems I write, my sensuality and my need for personal space sometimes. Someone who'd kiss me senseless, someone who'd own me and have enough balls to tell my father, "She's no more your concern, she's mine."





Overall, the guy's gotta be intellectual, well-dressed, honest, kind, stand up for me, brave and a man who'd be respected by the other great men in my life, my father and bro. 
                                                                                                  ---- Author

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To conclude,


  • Men are attracted to physical features at first and then want equally compatible personality traits.
  •  However, they would overlook an awesome personality if the woman in question does not seem attractive to them.


  • Women are attracted to physicality too, but have more preference for traits such as humor, intelligence, honesty etc. 
  • They would be attracted more by the personality traits of a man rather than his pretty face.