Dial M for dummies

Selection_001My third Column in Pitch

Issue: August 2011

Marketers spend Crores of Rupees to outdo their competitor in the communication war, but they often forget the end-user

I have often felt my intellect and worth demeaned, when each time, I’ve gone to a retailer to buy a handset for myself or for that matter anybody else (my parents or my girl-friend/s) or relatives back in Shimla…

Read: Dial M for dummies (PDF)

 

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Where’s our ‘Victoria’s Secret’?

Image Courtesy: simpsons.wikia.com

My second Column in Pitch

Issue: July 2011

Innerwear is a category, which is a mega market – each one of us has a dozen of them in our wardrobes – yet is the most neglected

When every category is moving to create an emotional positioning, the innerwear category is getting coarser in its communication by the day, which is not on merit but on absurdity…

Read: Where is our ‘Victoria’s Secret’? (PDF)

The eighth P – Policy

Screen Shot 2014-07-25 at 2.35.00 amMy first Column in Pitch

Issue: June 2011

Consumer durables and automobiles should go for 7 Ps instead of the 4 Ps of marketing, as ‘service’ is an inseparable part of the package…

As a consumer, I don’t want to be tied to a non-functional brand. I want the company to be responsive and I could be unreasonable. That means quick after-sales service and the ability to understand the problem…

Read: The eighth P – Policy (PDF)

MNP: The Woe-da-fone of a migratory bird; Vodafone sucks

The story does have a plot in the last two days, yet it goes back to when Woe-da-phone was not Hitch, but SR. I had promised myself at that time that I’ll never have an SR in my life again. I shifted to Water-tel. And then subsequently to Yum-Tea-Nill. And I had got into the journalism profession and had circulated my number around. Honestly, I wasn’t expecting much from them, except basic service.

I knew the 197 guys of the landline fame, and how sternly they talked to you, and hence I dared little to call up the Cucumber Care of Yum-Tea-Nill. Once or twice I called them up for GPRS settings – probably when I changed my handsets. And I got little or no help from them, and relied mostly on different forums online for help. And each time I’d called them, there was the Hindi school teacher on the other side trying to speak in English and in a stern voice trying to tell me: Why the hell did I waste her time, when she had better things to do in life, like finish off the sweater she was knitting for “Unke Liye” or her baby or baba. I had interrupted in between and as a result she had forgotten now which thread to take on the knitting pin. Continue reading

Want to run away to Himachal

The feeling is not new, but of course lately, the rigmaroles of city life are convincing me to get back to where I belong. Wish I could get out of this rat race. The life I live is so fake. I work for my bosses who fill in their coffers without compensating me enough. I would have been a crorepati had I worked 10 per cent of it for myself in my farms. Well, the motivation for it seems to be diminishing and I seem to be getting in a grind left cribbing that I want to get away from this life.

More so, I seem to be in a field of career which is faker than the fakes they expose. They are for no good here. For plain business.

Missing and going nowhere

Yes, I have been missing from this place for long now. Not that I don’t have much to write about. It’s just that would I want it to be a part of my history, if my book is ever written. And exactly is this question I have been posing to  her. What if she becomes a a celebrity one day, and a book is written on her. Not that she isn’t a celebrity already. She is one in her own sense, and loved by the industry she works in. Publishers and writers, one day may turn the pages of her diaries and find me there in juicy details. Continue reading

Bheegi Billi
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भीगी बिल्ली बारकोड में

बारकोड के पेटेंट एकस्व की ५७वीं वर्षगाँठ पर गूगल ने अपना प्रतीक चिन्ह आज बारचोदे के रूप में लगाया। तो इच्छा हुई की भीगी बिल्ली का भी बारकोड बनाया जाए।

यह बारकोड, कोड‍ १२८ में है, और अँग्रेज़ी मे् है। काफी कोशिश की, कि हिन्दी में बनाया जाये, किन्तु कोई भी औनलाईन वेबसाईट सॉफ्टवेयर, यूनीकोड को स्वीकार करने के लिये तैयार नहीं था। Continue reading

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चीड़ा

असौज अथवा अश्विन मास की सन्क्राती थी। संयोग से मैं अपने गाँव में था। प्रथा है कि १५ दिन पहले, भाद्रपद मास में, घर के सामने चीड़ा लगाया जाता है। स्वयं दिल्ली में रहते हैं अतः हमारे घर के आगे चीड़ा मेरे चाचा के परिवार जन लगा दिया करते हैं।

दादी, मेरे चाचा की माताजी, ने कहा, “अगर घर आ गया है तो चीड़े का पूजन तुम ही करो।”

मेरे लिये यह पहला अनुभव था। पता नहीं था कि क्या करना है। तो दादी ने समझाया और हो गया झटपट चीड़ा पूजन।

चीड़ा एक मिट्टी का गोल ढेला है जो कि अश्विन मास की सन्क्राती से १५ दिन पहले घर के आगे सुसज्जित कर दिया जाता है। उसके चारों तरफ जौ यानी कि जई बो दी जाती है और ढेले पर एक पत्थर की सिल रख कर उस पर अग्नि प्रजवल्लित कर दी जाती है।

भाद्रपद को काला मास माना जाता है। अतः मानयता है कि यह रौशनी देवताओं व पित्रों को राह दिखाने के लिए की जाती है। इन पन्द्रह दिनों में जौ काफी उग आते हैं। अश्विन मास की शुक्ल पक्ष की प्रतिपदा को इस चीड़े का पुनः पूजन किया जाता है।

जिस दिन चीड़ा लगाया जाता है उस दिन ग्राम व अन्य देवताओं का जागरा अथवा जगराता किया जाता है।

पूजन में नेऊज़ यानि की पूरी एवं फल फूल चढ़ाए जाते हैं। एवं पुनः सिल पर आग जला कर व धूप दिखा कर रौशन की जाती है। अगली सुबह चीड़े को गिरा दिया जाता है।