RIP: Collaborations that disappoint

10 years ago Brand Marketing teams got a new breath of life with Designer collaborations seeping into store collections. New loyal buyers, increased PR, and enhanced brand recall -what’s there not to like about the partnership game?

So in recent months, we saw LV cashing in on the youth with Ski brand Supreme, H&M glitzing it up with Moschino & Burberry going uber chic with Vivienne Westwood.

From travel pouches in Red with Supreme plastered all over, to Moschino’s oversized blingy gold earrings for H&M the theme was consistent- established brands looking to capture the attention of the millennial who likes to buy relatable brands with a purpose.

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In India too, we saw super associations- Pankaj & Nidhi for Koovs, Masaba Gupta for Clinique and many more explosive collections that you couldn’t wait to own.

And that’s why when Kama Ayurveda tied up with Manish Arora for the Valentines gift box, we couldn’t wait to open the box to see what two fantastic brands brought to my dressing table.

 

Manish’s burst of color, psychedelic prints and stunning designs married with Kama’s pure, essential ayurvedic hacks for that ethereal beautilicious look had all the right elements to storm the beauty market.

As I entered the venue, the creators did not disappoint- heavy with the smell of fresh roses, the sweet smell of romance hit the air, making the wait even more unbearable. After all #loveislove was themed to perfection in the month of Cupid,  with heart shaped floral bunches adorning tables,  balloons and even rose petals strewn on the floor. After exploring the gorgeous DIY setup that took me through all the steps of facial hygiene, I was ready to embrace the new range of products that would greet me.

And that’s when my brand loving heart broke! While I was expecting a merging of brand strengths with a new line of products unmatched by any other in the market, I was greeted by a repackaged Rose water and Rose oil both an existing product from the Kama Ayurveda range, along with Manish’s signature zardozi work heart shaped brooches.

Earlier, consumers would have bought into such tactics easily, but in a competitive marketplace where brands create products and associations to create stronger consumer loyalty, limp associations like this can lead to a break up for brand loyalists like me.

 

Mansi Mehta


 

#kama #ayurveda #skin #beauty #care #brands #love #february #collaboration #marketing #cupid #valentines

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WHAT’S FOR BREAKFAST SUPERWOMAN?

In the battle of marketing vs healthy, marketing always wins- by telling you what is good for you, beneficial for you and even a weight watcher for you. So believe me as we go buying the imported quinoa’s of the world, there is a whole segment of superfood right here, under our nose that has not been hyped by Marketeers yet.

One such understated, ancient grain ( It was the staple food of the Aztecs and is high in protein and among the grains with highest fiber) is Amaranth or Ramdana as we know it. You may think you’ve never seen or eaten it, but think Navratra’s and you’ll know what I am taking about.

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SUPER FOOD: AMARANTH/RAMDANA

So here’s this week’s 2 minute healthy breakfast that you’re going to love, specially coz it has a chocolate option!

THE MAGIC AMARANTH POTION 

Take 50gms or 2 ram dana ladoos

1/4 cup water

1 tbsp honey/2 cubes of a dark chocolate

Chia seeds/ Flax seeds/ Dryfruit of choice ( Optional)

METHOD

Add the ram dana, (or if using the ladoo, crush into small pieces) to a saucepan , add water and boil for 3 minutes. You can choose to keep it watery or a porridge kind of consistency, by adjusting the water. Add honey and choice of seed and eat. If you’re adding chocolate, avoid the honey. Warning- since its dark chocolate it’s not going to be very sweet. But hey how else can you eat chocolate guilt free?

-Mansi Mehta

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THE ‘DO-NOT GIFT THIS VALENTINES’ GUIDE

Of course, it’s not easy! and Of course, it requires weeks of research. So if you don’t want your bu** kicked make sure your Valentines Gift does not feature in the following list!

FOR HER

PERFUME– Seriously are you trying to comment on her personal hygiene? You can imagine yourself whats its gonna sound like, when you gift her a fragrance.

Hi baby here’s a perfume coz I don’t like how you smell.

 

rr

ROSES- This is so passe, that it’s not even funny! At the fortune you spend on a bunch of 20, you could get ride free on Uber for a month. What could give you an advantage however is plating a rose tree named after your loved one in the neighbourhood park. Wat an #IDEA Sirji!

 

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CHOCOLATES–       ‘Kuchch meetha ho jaye ‘ sounds great on TV, but you really don’t want her spending all her extra time at the gym. All thanks to your chocolate gift box!

FOR HIM

SHIRTS-

‘The closest you can get to your boy freind when you are not around him’

Sure it sounds ultra romantic, but it’s a piece of mass production! Mother’s gift Shirts, Colleague’s gift shirts , Girl friends DO NOT gift shirts!

CUFFINKS– Another classic Valentines blunder! First no one wears cufflinks anymore, unless they are quirky like a camera cufflink for a photographer etc . Secondly every man I know has at least 10 cufflinks in their wardrobe, for the 5 occasions in the year when they need to wear them! I hope you get the point.

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GADGETS– Now we all know why this is a bad idea. If you are tech challenged like most of us, you will end up getting him something that is rated 4.8/5 ! Blunder no 1. You may further end up picking a model that has only 49 features, 2 less than his current device! Blunder no 2.  I hope you cancel this thought before I have to list Blunder no 3.

 

With so many No No’s what should you get your Valentine this year ?

Well, if you are naive enough to think beauty queens can help achieve World Peace, I guess you thought reading this article could answer the million dollar question

‘What’s the perfect gift to buy for your Valentine  ‘

Up , Up and away my darling Valentine…

COVER PIC CREDIT: ONEINCHPUNCH – FOTOLIA

If you just heard the word Valentines on the lunch table today and are totally shitting bricks of what to do – Pack your partners bag and surprise them with one of these holiday breaks this 14th February weekend

***BANGKOK, THAILAND***

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Why not I ask? Tickets will be equivalent to travelling within India . Visa is on arrival . With domestic air traffic it takes the same time to fly to Goa as to Bangkok.

Massages, Cocktails by the pool,  Weekend markets. This south asian holiday ticks all the right boxes.

 

***TREE HOUSE RESORT, JAIPUR***

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Super relaxing and magical. Living in an actual tree house will take you back to your childhood. The romantic setting and secluded space is perfect for workaholics to rekindle the love.

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BOOK YOUR TREE HOUSE GETAWAY NOW

 

***LUXURY CAMP, RISHIKESH***

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6 hour drive from Delhi, turn this weekend into an adventure. Camp by the river in the night, bunjee jump, raft or kayak in the day. This holiday promises to rejuvenate you in more ways than one.

PLAN YOUR OWN ADVENTURE NOW

 

***KANHA NATIONAL PARK, MADHYA PRADESH***

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One of the most sought after Tiger Reserves, Kanha National Park has been portrayed by Rudyard Kipling in his novel ‘The Jungle Book’.  A personal safari, could show your partner how much you love them.

COMPILED BY MANSI MEHTA

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Only Shah Rukh Khan can make DD’s so sexy

Movies- a reflection of our environment, characteristic of society’s new trends, steeped in the coolest words of the month, Director Gauri Shinde masterfully brings all 3 components together in her latest ‘ Dear Zindagi’

How else would a psychologist become a DD- Dimaag ka doctor and the pursuit of THE partner be explained as the journey of finding the right chair.

Mental illness has always been a taboo, sometimes I think even more than HIV. In true Indian fashion, it took a Deepika Padukone recently to bring the matter to the forefront,  and now its SRK and Alia Bhatt who are helping add style and cool quotient to the  otherwise stigma.

The funny thing about the Dimaag ka Doctor is that in life, we all ‘need’ and actually should ‘visit’ every once in a while. Like the customary eye test, the standard blood tests etc why should our dimaag not get the routine makeover?

The brain- a reservoir of feelings, emotions, thoughts, wishes is well guarded by our personal watchman- the Ego and while we think we can handle it all, there are many hints our bodies give us to tell us otherwise… And that’s what I love about Dear Zindagi. It takes a bout of sleepless nights, a physical symptom, for Alia Bhatt aka ‘Kaira’, to gather the courage to go to SRK aka Jehangir Khan, a therapist.

 

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The setting of the film is perfect- a young woman cinematographer trying to make her way in the big bad world of movies, constantly in and out of relationships topped with a strained relationship with the parents having to move out of her Mumbai apartment because she is ‘single’.

Reality depicted in reel did you say? Yes.

As Kaira, moves to Goa for a break, the director takes a leaf from every parent’s book and so start the interrogations

‘Are you Lebanese ?’ asks Uncle

‘Oho! Lebanese nahi Lesbian !’ chides the Aunty followed by the usual suspect

‘Why don’t you settle down ? ‘

The interrogation dinner is enough to send Kaira running off to stay with her friend away from the family madness.

Cut to sleepless nights and the entry of the DD ( Dimmag ka Doctor)  SRK.

ShahRukh’s casual demeanor , cool clothing, super hot beard and most importantly toned down over-acting makes him not only a delight to watch, but also makes one wish for a therapist like him who can help you with the small things in life.

As the film continues to dwell into Kaira’s past, her innermost fears and how it has affected her life, Dr Khan not only helps her de-clutter her life, but also makes her fall in love.

In my personal case, over the last couple of years my partner and I seem to have automatically become each other’s therapist. Long  drives that started as exactly that, long drives, have now become our dimmag ka doctor sessions- a space where neither judges, scolds or tries to offer solutions to the other on problems or those ‘life’ questions that keep popping up. It’s a time that we use to bare our soul, not to the other but actually to ourself. And the fact that it’s done out of the house, actually makes us more vulnerable  to open up but less vulnerable to feeling hurt.

In the end, the film reminds us yet again, if we don’t learn to ‘ Love you Zindagi’ it’s going to be the most miserable journey you have ever been on!

 

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