Marketeer’s guide to Gandhiji’s 3 wise monkey’s 2.0

How many times have you sat behind your desk and let a marketing docket go without reading through it, signed on a marketing alliance without reading the fine print? It’s so easy difficult to envision the repercussions of your actions in your concrete facing cabin.

I feel something similar happened at Yauatcha this week.  It’s one of my favourite places- The dimsum heaven, stir fry lamb haven, and the place you can always go to and it never disappoints, except this time.

I recently saw a digital campaign about their anniversary celebrations, the promise of a great menu at a super affordable price. So off we went on Monday night . So as I was given an option between the Taste of Yauatcha special 5 course meal and the Anniversary menu,I  realised other than the inclusion of a glass of sparkling wine the menus were 85% same. How could that be? Why would a Michelin star restaurant not have enough to differentiate the two menus? There was no answer. But that got me thinking of how the lack of vision, and part disinterest in one’s team can lead to destructive marketing.

 

As Marketeers there has to be a version of Gandhiji’s three monkey rule that must be adhered to

Screen Shot 2016-11-15 at 3.44.11 PM.pngKeep your eyes open. blind. You have to know that each marketing activity has a different reaction, but don’t insult the customers intelligence. EVER

Screen Shot 2016-11-15 at 3.44.03 PM.pngKeep your ears open. I have seen companies spend millions of dollars in research. Research of what the consumer wants. Ironically, if you think about it, we are given that information first hand everyday, we just have to have the right mechanism to internally share that data

 

Screen Shot 2016-11-15 at 3.44.18 PM.pngOpen your mouthBe vocal. Interacting with the real customer on the shop floor is the best way to know if your marketing is working. On Paper and in reality the trademarks of a successful campaign are very different.

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ARE YOU LISTENING TO WHAT THE UNIVERSE IS TRYING TO TEACH US?

2016: It’s been a great year. I quit my job to follow my passion, travelled around the world, and attended the mind blowing Coldplay concert in London. Just kidding!

2016, has been a path breaking year for many countries. We saw UK vote to opt out of the European Union. We saw President Elect Donald Trump cross the required 270 votes by a mile.

What does this tell us ? There can be a few explanations-

a) Aliens are on the planet and are playing havoc with our mind

b) The world’s a stage and  Karan Johar’s the director.

c) People are fed up of false government promises and can’t be fooled anymore.

I was in London when the Brexit results were announced mid this year, everyone around was shocked, hate mails were flying around, social media was overflowing with rants, arguments and jokes.  Yes it was a shock, but for those professionals, businessmen and new white collars who chose to ignore a whole other segment of fellow residents who were voting to safeguard their present. My personal view, it was a risky step, after all haven’t folk stories told us 5 fingers are stronger than one, but like 2 sides of a coin, neither is fully right or fully wrong.

And that’s what gets me to the point of worry, are we as people slowly forgetting to be tolerant? Tolerant of another man’s view, another man’s policy, another man’s vision.  Yes, we have found our voice, yes we choose to exercise it, yes we think we are right, but that doesn’t mean the other person is wrong. They are just different. And that’s what we do not celebrate anymore, the diversity of voice.

Take this week’s examples- Donald Trump won the elections fair and square, people came out and voted for a change. Are we turning a blind eye to the millions of non-metro Americans who are making their voice felt and voting for the better life, better employment that Trump offers, only because we don’t support Trump?

Could this be a fatal decision in world economics -Maybe.

Could this be the end of a peaceful world – Maybe.

Could this be the lowest moment in world politics – Maybe.

But it’s what some Americans have chosen, and the others have to respect it.

I, for one, am not a Trump fan-  I think he lacks many things that are crucial to be a leader, but I also think with great power comes great responsibility

This is Trump’s hour of learning . Let’s give him that.

Or before we know it, this growing polarisation Tsunami will divide our homes and lives.

Meddling with Media: Aapko kaisa lag raha hai?

I grew up hearing this name, the name that was synonymous with fact and truth.

People din’t say ‘Aaj News dekha?’ Instead said ‘ Aaj NDTV dekha?’

That was the power of the name NDTV.

So when I started working there in 2004, it was my dream come true. Interviewers made time and asked for the NDTV crew first, because they knew they wouldn’t get the intellectually laden questions ‘Are you dating x’ ‘ When are you getting married’ or even ‘ Aapka dog hospital main tha aapko kaisa lag raha hai’

Our editors were those who had burnt the midnight oil with Dr Roy and understood the value of a good story, the power of an untold tale and most importantly knew how to smell the news from a mile away.  So, if my questions were not well researched and flimsy, not only did I stand the chance of not being sent for the interview, but more importantly being branded as ‘ Not fit for NDTV standards’ And that I promise you was pretty much the beginning of the end.

So while I am no longer with NDTV, and therefore unaware of whether the charges are right, my history with the company tells me they would shut shop before letting their editorial standards fall to that level.

That being said, Politicians and their politics has always been the biggest threat to media globally.  Two sides of a coin, there can never be a happy relationship there, and that’s when the power struggle to bully the other begins.

 

I leave you with Indian Express Editor, Raj Kamal Jha’s very wise words that depict the true life of a journalist ‘ Criticism from the government is a journalist’s badge of honor’