Projects Archives

The Need-Barrier-Solution-Release Quartet of Marketing

Each marketing problem can easily be broken into 4 simple questions that you can answer to arrive at the solution to even the most challenging problems.

Today’s day 6. I missed yesterday. I tried but there was a social obligation that I couldn’t get out of. So, let’s go.

So marketing to women is a tough one for me. Multiple reasons. Lemme talk about one of those. That I am a man. And that means at a deeper, personal level I dont understand women. I may read a lot, I may consume a lot of literature, I may do deep research, I may create a panel of women to talk to, I may do whatever. My experience and understanding will remain superficial at best. One of my writing teachers told me that while writing unless I feel like the person living that emotion, I will never do justice to what am writing. The same probably goes for marketing. Till I can feel the need-barrier-solution-release journey in my bones, I will never be able to do justice.

In fact, this need-barrier-solution-release is what I can sum whole of marketing in. Lemme talk about each. From the lens of women.

A/ Need. Aka Want.

I know these two are different but for argument’s sake and to keep things simple, let’s assume these are one and I will use these interchangeably. So there is this need that the woman wants a solution to. The need could be any of the following – look good (for whatever reason / occasion – wedding, date, family function, every day etc), take care of the family (nutrition, health, budgets, holidays, etc), manage her career better (navigate politics, balance work-family, provide for the family, etc), fly despite all the shackles imposed by Indian culture and more.

Often the woman is clear about her need. She may not be able to express it in words but deep down, she knows what she needs / wants. And to fulfil that, she starts to look for solutions. Often in the shape of products, services, etc.

To make this easier to explain, let’s take Renu for example.

Renu is 35, a fictional aam-aurat from a regular tier-1 city in North India, a tier-2 locality and middle-middle class. She got married at 26 and has a 7-year-old son and a 4-year-old daughter. The husband works at a bank as a manager. She doesn’t work apart from managing the house and wants to give the best to her family, especially the “raja beta”. She doesn’t even know that her managing the house qualifies as work. And since she’s a typical Indian, she is a maximiser and wants more value from each rupee she spends.

PS: I will use Renu as a recurring archetype in these posts. Over time I will create more archetypes that can encapsulate about 80% of women in India.

B/ Back to Renu. And Barriers.

Now Renu’s want of “giving the best” could take numerous shapes – education, nutrition, clothes, experiences, extra-curricular classes, comfort and all that. And she has a limited budget and limited understanding. Her barriers are money and knowledge. The money bit, she can’t solve for. And she knows it. She may want to work at some point but knows that it may not work out. The knowledge bit, she knows she can figure.

So Renu would probably go around seeking knowledge. She would read magazines, talk to elders, connect with others that have given a good life to their children, ask neighbours, look up content on her WhatsApp (shes not gonna do any deep research), experiment with a few things and then probably invest a large chunk of money and time and attention into the son’s life.

C/ Solutions.

As a marketer, you have two potential paths from hereon. Two potential approaches to the solution.

One. Peddle your wares. Make a quick buck and move on. Of course, spend money on acquiring Renu as a customer (CAC) and hope like hell that she spends a lot over a long period (LTV).

Two. You decide to help Renu solve this information barrier (and not just sell a solution). Your CAC is spent on educating, knowing very well that she may pick a competitor once she’s aware. You expert LTV to come to you as an outcome of the newer Renus that you would be able to acquire as a result of the salience that you would have built, thanks to your attempts at helping Renu bridge the knowledge gap.

D/ Release.

Once Renu what to do for her child, and she actually does it, she would pause and catch her breath. Before she jumps head first into the next need. Which may or may not be for her child. But she would carry the experience of this one loop with her. Each time she goes through this loop and she interacts with others (people, brands, influencers etc etc) she would “train” herself into doing better the next time she goes thru this loop.

And as a marketer, your job is to walk alongside her, if not just ahead of her where you pave the road that she would walk on!

So that!

Think about all the brands you love. At each opportunity, they would take the second route where they solve for one of the barriers and not just “sell”. And that ladies and gents is the idea for the day. And the post for the day.

PS: I am not sure if this is helpful to anyone. However, it did make me sit down and think about things. If you are reading this, please do tell me how do I make these posts better for you. And hopefully, over the next few days, I will find things that make sense.

Index: 90-90-1 Project. Day 1, 2, 3, 4, 5 (missed), 6

Pink Tax in India

Brands and businesses often impose an additional, discriminatory “Pink Tax” on women. In this piece, I explore it in more detail.

It’s 6:30 PM. I was supposed to write this in the morning but I woke up late, dived head-first into the day and still reeling from all the work. I will no longer stay in bed beyond 7 AM. I have been waking up without alarm last few days but I will start using it now. I can NOT miss this 90-90-1, especially now that I found out that I want to write about and learn about marketing to women.

So, today’s post is about Pink Tax.

What is Pink Tax?

In simple words, it’s the extra money that women need to pay for products that are apparently tailor-made for them.

For example, shaving razors. Multiple women told me (see the disclaimer at the end of this post) that a women’s razor is at least 20% extra (than a man’s) even though it functions the same. The makers do the smart thing of doing communication around it that justifies the inflated price. In the case of the razors, apparently, they say that the blade and the rubber thingy in between the blades are coated with Aloe Vera that keeps the skin of the user safe. They also say that the design of the razors “glides” smoother on the curvy skin. They added a roller to make the functioning better.

I mean wow!
To me, all these are mere gimmicks to charge more.

Other categories where I am told this pink tax exists in India are garments (the same tee-shirt for women is about 10% more expensive (as per pop research I did), travel (multiple women told me that they get fleeced more), jewellery (simple things like rings are gram-for-gram more expensive for women), healthcare (contraceptives, condoms etc), personal care products (does) and more.

The pink tax is valid if the products and services rendered require additional effort. For example, a haircut. In general, women tend to have longer hair and thus the person working on hair for women will probably need to make additional effort. And thus the additional compensation makes sense.

But for categories like razors, garments, health products and others, I think it sucks that the pink tax exists.

So, why does the pink tax exist?

To be honest, I couldn’t think of any specific reason apart from corporate greed. From whatever I know the products are not really different from what they make for male audiences. To “expand” their offering and create newer markets, businesses create these ~~products~~ gimmicks and try and charge more. And of course, they would justify the same by throwing information, justification and a combination of some of Cialdini’s principles of influence at us!

Anyhow.

So pink tax exists and there is no denying it. Just that a lot of people aren’t aware of it. And for women as consumers, better awareness will translate into more value for money.

While writing about this post, I realised that there seems to be a lack of content and literature about the pink tax in India. Apart from one post on Mint, an article on Outlook, a BusinessLine piece by a professor of marketing from IIM Amritsar talking about research her students did and a Logical Indian piece, I couldn’t find anything worthwhile. The piece by the professor is worth reading, in case you want some data.

I wanted to research more and learn more but I am not sure what more to read. If you have access to some work on this space, please do point me to it. I am beginning to think that the pink tax may not even exist in India and this could be a mere anecdotal theory that has got more wind than it deserves or merits.

Guess this is about it. See you tomorrow.

PS: This was a painfully short post and a disappointing piece of text. When I come back tomorrow morning (for sure) to write, I hope I have something substantive to contribute.

PPS: For this post, I leaned onto what I already knew about marketing, what I found via desk research and what members of the #SoG told me in one of our #janHitMeJaari sessions. All errors are mine and please help me fix those.

PPPS: As I write these over the next 3 months or so, I plan to share early drafts with some people. If you want to get those, give me feedback before I publish, lemme me know and I will add you to a WA group. Lol, I love these groups ;P

Index: 90-90-1 Project. Day 1, 2, 3, 4

Marketing to Women in 2023

How in 2023 brands need to take a stand and do more than mere communication. Specifically for cohorts like women!

Today’s day 3 of the 90-90-1. In case you don’t know about this, you may read this post to get a sense of what C and I are trying to do. The last two days were spent trying to build a habit of clearing the calendar and not doing anything else but writing. At some point in time (hopefully today), I want to start talking about marketing. After all, that’s what I decided yesterday.

The times we live in are, well, interesting. The world around us is changing faster than you can blink and it’s still the same. We now have self-driving cars, chatGPT and LK-99. And yet we have countries divided over religion and race and color and all that. As a marketer, the job has never been more exciting. Or tougher. People no longer hide behind veils and mumble disapprovals. They now assert their individuality and talk about things that don’t fit into their value system. And when they do that, they are louder than the loudest cheer of fans in a stadium and more articulate than the politicians at the altar. And they spread their ideas with a distribution that brands are envious of.

So, conventional wisdom would say, tread carefully.

And this is where I sort of disagree.

Why tread carefully? As a brand, while you are out there to make a profit and create shareholder value, you have the obligation to lead the charge and herald people into the new. You need to play the role of an instigator, a politician, a pastor, a provocateur, a pop star, a painter. As the brand (and you as the brand manager, the custodian of the brand) you need to take stands. And have what it takes to face the music. Or the cacophony.

Truth be told, many brands have tried this and may I say, bowed down. Tanishq had to take down one of their ads and issue a public apology when they took a brave stand of showcasing an ad featuring an interfaith couple. If you are curious, you may see it here (on a politician’s Twitter handle). Yesterday, Aditi showed #teamSoG an ad by Nike where they took the brave decision of featuring an athlete that apparently had disrespected America’s national anthem. I can’t imagine that happening in India. Staying with Nike and what’s happening around us, I found this beautiful message where they are imploring us to Not Do It! Isn’t this the exact responsibility brand custodians have?

We need brands and businesses to take such stands in India and talk about what’s happening around us. There have been some starts. Future Generali (disclaimer – I had featured their CMO on a podcast) has been taking bold bets. One of their campaigns celebrated same-sex relationships and they did so in as loud a manner as they could for that small cohort – hoarding at one of the most popular junctions in Mumbai at least. I am not sure if they did it at other places too. Axis Bank did Dil Se Open. Kotak has been the harbinger of creating communication that showcases our diversity as a nation. While there are starts, we need things to go mainstream and we need more businesses and brands to take a stand. But then, that would require you to have some spine. No?

As a passive participant in the communication industry, all I can do is stay hopeful that someday the eyes would open up. And with each thing that I work on, I can push things a bit, if not a lot.

Lemme give an example.

Women.

As a cohort. As a consumer set. As the “niche” that every brand wants to be pally with. Each brand I work on, without an exception, – from hotels to financial services to healthcare to travel to everything else wants to be the new best friend to women. And it’s not surprising to see why. Almost 48.4% of India is women. Less than 20% are engaged in “active, meaningful, paid work” outside the farm and casual labour space. And I am not even counting women that are part of the unorganized economy and the ones that “work” at home.

Even if I consider the ones in active work, more and more women are choosing to take control. Of how they live, work, think, operate and spend their money. And of their families. And have an influence over the money of their friends and relatives and neighbors. Women now assert their opinions and voices and dictate where their wallets open up.

While brands understand this trend, they are failing to do the right thing.

In the next few lines, I will make a few statements about what women want. From the vantage point of being a man. Not to mansplain but to learn more. If I am wrong, which I probably would be, PLEASE help me correct.

So, coming back to women and brands, I refuse to see why or how brands create products or communication. I mean, no woman wants a pen that comes in a pink body but writes in blue. Most women don’t really care about “whiter” intimate body parts. No woman wants to “have a happy period”.

What women probably want is equality (not special treatment). They probably want marketers to have a deeper understanding of challenges specific to them. Women probably want solutions to the problems they face as individuals – if that solution is pink or blue or black or whatever, it’s cool. Brands need to arrive at solutions first and then think of colors. Brands need to take a stand and not amplify the already deep-seated biases against women. I mean why would a brand create communication about how a woman eats last and whatever is left after her entire family has eaten? Rather, why can’t we have more pieces of work that encourage everyone to Share The Load?

So that.

I know my understanding and knowledge of these issues is flawed. I know that I don’t understand women. I know I need to do better if I want to make a dent. And that is what I would try and work on over the next few days.

While I am on the journey to do so, come help me! Tell me when I go wrong. Point me at resources that allow me to learn. Share things that I can read. You know where to reach me!

Over and out.

PS: As I write these over the next 3 months or so, I plan to share early drafts with some people. If you want to get those, give me feedback before I publish, lemme me know and I will add you to a WA group. Lol, I love these groups ;P

Index: 90-90-1 Project. Day 1, 2, 3

Why take the 90-90-1 challenge?

Why would I take the 90-90-1 Challenge? What do I hope to get out of this?

So, why would I take 90-90-1?

For the uninitiated, today is day 2 of the 90-90-1 that Chandni and I are onto. My first post is here. This is the second. While yesterday I talked about marketing, today I want to talk about why I am taking this challenge in the first place.

In the challenge, she and I have chosen one thing to work on for 90 minutes first thing in the morning for the next 90 days. In my case, it’s my personal brand and I will use the instrument of writing to work on it. I could have chosen to make videos, create podcasts, doodle, talk, think, daydream but I think like most things, I wanted to kill two birds with one stone – so build my personal brand and work on my writing muscle. Like other times I have taken challenges, I dont have a daily word-count goal. I merely want to work on it for 90 days and I want to create a visible body of work (not just a stream of thoughts).

Lemme also talk about why I am taking this challenge and what I hope to achieve out of this.

A. I suck at consistency.
This could be a good way to beat that. Apparently, habits take 21 days to form (or may be 66). If I can do something for 90 days, each day, without rest, I hope I am able to build the muscle that allows me to do the large things that I want to do.

B. Do more with whatever time I have left
I am realising that at 40, I am beyond my useful age and if I still have to make that dent, I need to be able to work harder than others and longer than others.

While life is not a zero-sum game, life definitely is a race. You can choose to make it a rat race. Or you can choose to make it one where you are inspired by ones you can see running to their own music and pace. Someone’s going fast, someone’s going slow, someone’s in circles, someone is merely on a treadmill.

You look at these people and you take inspiration from these people and sing your song. In my case, the song is of someone that’s out to make a dent. Whatever that dent is. While I dont know what that dent is, SoG looks like it. And to be able to be that inspirational father figure of sorts, I need to be better than most men these young kids would have seen. And within that closed circle, I may not be able to fix things (the way I dress, the hair I have, the shakal I have), but I am sure I can fix others (like, having a body of work that precedes my reputation)

C. The C4E Village
As the C4E village grows larger, as one of the early members of the settlement, I am aware of the responsibility on my shoulders. I need to be the provider till others mature and start looking beyond themselves and to the village.

Right now, most of the villagers think of themselves first and then of the village. I am hopeful that a time will come when the collective, the village will become larger than the self. Till that time, I need to make sacrifices and provide. I can’t just go buy those airpods that I know I can afford but I dont want them because I can use that money to hire one more person. I can’t go live in a fancy house because the rent I pay could be used to pay for dinner at a C4E Table. And so on and so forth. And to be able to do all of this, I need to be someone that attracts work. And that will happen once I am a magnet of sorts that attracts potential clients, large deliverables, and money!

D. The SG Personal Brand
Now the personal brand is one of those things that I can’t seem to put my finger on. On one side, I know it all. I even wrote a long piece about it that apparently a lot of people find useful. And on the other, I am unable to build it for myself. I think I know the answer to why I haven’t been able to build it. Three reasons actually.

I refuse to accept a niche. Most personal brands are built at the intersection of niches. I am a man with a wide range of interests and I refuse to get siloed into one. And this has caused me a lot of anguish.
I refuse to create click-bait-y content. The lesser said about this, the better.
I am not consistent. This I am hoping to fix over the next 90 days. 89 now. 88 tomorrow.

So personal brand.

Lemme talk more about it and see if I can make a decision today. If I can, it would be awesome. Read on to find out more.

So, what do I want to be known for?

If I were to make a list from the top of my head, I would say the following (and these are probably in order because this is the order in which these phrases came to my head)…

Poker
Writing
Films
Travel
Young People
Longevity
Brands
Marketing
Writing (I know this is a repeat but I dont want to stop)
Inspiring people
Life coaching (lol)
Investing
Teaching

Wait.

That’s it?

I thought there would be more! Most of my thoughts seem to be swirling in these zones only. I had imagined my life is more diverse than this. Lol. Rude shock in the morning.

Anyhow.

So, if I were to use the Ikigai thingy to evaluate and pinpoint what Id like to work on, I would have to make a chart. Lemme make it. But wait. Before that, I made a chart a few years ago. Lemme share that.

Funny that from there on, not a lot has changed. In fact, nothing has changed! Talk of people not evolving. Sigh.

Ok, we shall not beat ourselves about it.

Coming back to personal brand and the 90-90-1 thingy, I will get back to the reasons I listed above and marry those with things I want to stand for. I am looking at an intersection of the following…

the need of running the kitchen at C4E
the want of making a dent
the things I want to be known for that allows the two of the above.

To me, the answer seems clear like the day – that I need to write about marketing over the next 90 88 days.

While the way you market and where your audience hangs out has changed (see my piece from yesterday), a few fundamental things haven’t changed. People are still people and we are all an outcome of millions of years of evolution. There is no way that would change in a few hundred years of modern-day life. And thus I continue to believe that they want to survive and procreate. And thus the basics of marketing before the world became digital will continue to stay relevant. With a few changes. Such as…

The newer delivery vehicles that digital has unleashed (always-on, all the time, connected despite physical distances)
The evolving habits, cultures, opinions, mindsets of digital-first people
The physiological shift in the way people live and think and behave and operate because of how digital meddles with our brains (more loneliness, more screens, more need of “me” time, more individuality, more of more!)
The neverending hedonic treadmill that the entire world seems to be riding on, all the time

And I think this lens of traditional marketing in a world in flux is an interesting lens to be writing on. Just that I need to sharpen the niche. Maybe write about just a discipline. Or a cohort. Or a line of products. Or for a certain TG.

I may not be able to decide today. Hopefully, we will do so as we go along. Over the next few days, I will find a lens within marketing that allows me to take a unique position per se. You have any ideas?

So that’s for the day.

Over and out!

PPS: I realise that this has become a subconscious stream of thoughts that Julia Cameron often talks about. I love such coincidences!

Index: 90-90-1 Project. Day 1, 2

What’s a Marketers’s Job?

If you are a marketer, what’s your primary job? And what do you do about it?

A few days ago, one of the SoG members asked me, what’s your primary job as a marketer. At that time I would have replied with some mambo-jumbo to wiggle out of a tough conversation but now that I think about it, the question is more perplexing than I had assumed it to be. I honestly don’t have an answer. What I do have is some plausible alternatives. And I will present those to you and seek answers from you.

So, as a marketer, what’s your primary job?

Here are a few alternatives. You choose.

A. Act as the agent for the client and help them sell more. You know, by building compelling campaigns that inform the world about your client, crafting lines that nudge the fence-sitters, using design as a tool to stir emotions and sell that damn thing that the client wants to be sold.

B. Be brave. Be bold. Fan fire to ideas that shift cultures, shape narratives, and spark revolutions. Your client may not want to be a part of these narratives but you try to hide these in plain sight.

C. Use marketing as an excuse to earn a living from what you enjoy doing – writing, designing, daydreaming (aka brand planning), telling stories, and meeting people. Good work, awards, and sales is a byproduct.

D. None of the above

E. All of the above

While I wait for your answers, while writing this, my reason for being a marketer dawned on me. Lemme give a background and talk about it.

So, my love for marketing probably started when I saw that dude hit the ball out of the park on the last ball of the match and see his woman rejoice like there’s no tomorrow. The love became stronger when a simple piece of communication made me crave for Jalebis like Bablu did when Ramu Kaka talked about em. It got amplified when I saw some kids scrounging around to get their retiring headmaster a suit piece as a farewell gift. And there are many more such stories that made me want to tell stories like that.

Back then, I was naive. And even though I’ve been at it for more than 18 years now, I remain a student and I continue to marvel at pieces of communication with a gaping mouth, bated breath and nervous excitement.

Just that, the pieces that I take inspiration from have changed. The kind of things I want to put my name to has changed. While I enjoy seeing work by Cred and Ixigo and Fevicol and others, I am moved more by things like Farmers by Ram. Or Real Beauty by Dove. Or in India, by organizations like The Whole Truth and AMFI (disclaimer: I do some work for them via a client).

These are the companies and communication pieces that go beyond short-term sales goals to long-term narrative building that inspires people at large to live a better life. These pieces require long-term thinking and slow, painful execution on a day-to-day basis without losing sight of the goalpost.

No, I am not implying that we become climate-warriors, tree-huggers, veganism-paddlers, equality-champions and all that. Rather, as marketers, we need to shift how people live their lives. I mean look at Nike. It’s not a shoe company. It’s an attempt to get people at large to get fitter. Each piece of communication from them inspires me to push harder at being an everyday athlete (I just coined that phrase ;)). Look at Dumb Ways To Die. It made me look left and right and then left again while crossing the roads (trams and trains and metros are still new to me)

Truth be told, a lot of these could be dismissed as tokenism and dash-washing (insert your favourite color here). A lot of these may sound irrelevant in the thumb-twaddling world full of people with tinier attention spans than hummingbirds, each hooked onto social networks proliferated by content marketers, search engines gamed by growth hackers running “marketing experiments” and more. After all, these days CAC, LTV, ROAS and such acronyms are more important. Engagement trumps brand salience. Sales is more important than your raison d’etre. And thus, marketing as a profession has been reduced to copy written by chatGPT, designs by fivers and debates around the sizes of the logos on Instagram posts.

What we’ve lost in this proliferation of this new crop of marketers is the ability to be like poets and politicians and artists and writers and revolutionaries to fan fires to ideas that shift cultures, shape narratives, spark revolutions. Think about it. Which woman woke up and said that I want a pen that writes in blue ink but is encased in a pink body (a pen company makes this product)? Which young person wants to start their day with a shower in a deodorant that smells like chocolate (we all know the deodorant company)?

On the other hand, each parent wants their child to get a car that is safer. What if the marketer could tell that parent that apart from safety, the car also offers zero emission that is well, better!

Yeah yeah, I know that this may not be a marketer’s job to build a car that runs on water. Or electricity. Or air. But it’s the marketer’s job for sure to plant the seed about eco-first cars in the minds of people. And subsequently, make people want and ask for and force car makers to make cars that offer not just safety but greener alternatives.

And that, ladies and gents, is the post for the day.

Lemme know what you think is the job of the marketer per you.

Originally posted here.

Index: 90-90-1 Project. Day 1

The Party of 9

Imagine a roundtable of really smart, interesting and talented people. Each from a different line of work. And now imagine you on that table!

UPDATE (07 April 2023): I was unable to garner interest for this version. I shall try again in May 2023. Thank You!

Here’s an invite to be on an incredible roundtable of interesting people!

So, the other day some friends and a few of us from C4E met (see this tweet).

There were 9 people at the table and on it, we had a filmmaker, a standup performer, a literary editor and a few marketers. And people there ages between 19 and 45. And the conversations were rich, deep and meaningful. We talked about great pieces of work, creating things, creative blocks and other such things. We gave each other feedback about various things that we were stumbling with. And each conversation was passionate, polite, respectful and full of laughter.

At that table, I realised that I need to be on more such tables where each person is carefully handpicked and comes over to listen and to share and to meet others and all that.

This table, to me, is similar to those Salons of the yesteryears where interesting people gathered in the company of other interesting people and helped each other grow their network and knowledge. You know, helped each other stand on each other’s shoulder and see farther.

This is also similar to the concept of Mastermind Group by Napolean Hill where a group of people draw from the knowledge and experience of others.

I can find similarities with social clubs, networking groups, alumni groups, religious affiliations and more. The point remains that you’d do better in the company of other people. In fact, like they say, if you are the most intelligent person in the room, you need to find a new room. This is your opportunity to be in a room where you have more interesting and intelligent people than you.

So, I hereby propose that I will host a brunch for 9 people on ~~Sunday the 9th of April~~ in Mumbai (somewhere in BKC / Bandra). Each of these 9 (8 apart from me) would be handpicked. And then if this goes well, I will do this every month.

And this is your invitation to join the party!

What happens there?

You and 8 other handpicked people gather around and spend 2-3 hours.

For the 2-3 hours you spend with each other, expect to hear stories from others about their lives, the moments that shaped them into who they are, the challenges that perplex them, and the questions they need answers to. And the same for you!

Think of this as a curated networking opportunity.
You could be 18.
Or you could be 81.
You are welcome!

Oh, and 9 becuase I think the best conversations happen in small groups (of about 5 to be honest) and I want to see two groups getting created.

What is this not?

Here’s a list…

This is not a dating service.
This is not an activist club.
This is not a place to host politically charged conversations. Apart from politics and religion, any conversation is a fair game.
This is not a place to solicit business or investments. If something comes out of your meeting with people and you enjoy chatting with one or more, you, at your risk may engage with them even after lunch is over.
This is not a coaching class. Just like Fight Club, if you are at the party, you better contribute.

Why am I doing this?

I may be 40 but I need to learn more, do more, grow more. This is my attempt at creating luck. I want to be around interesting people!

How would I select people?

To be honest, for the first one, I think I’d have to drag people. If by any stroke of luck, I can get more than 6 requests to join, I will pick the ones that I find the most interesting!

I will also try to pick people from different disciplines so that we have a wide range of people to connect with.

If you’d like to be here, please fill in this form.

Money?

Whatever the bill of the place is, we will split it 9 ways.

I will pay for 3 guests – myself, a guest of honour and a young person sponsored by C4E. Each attendee pays 1/9th. I am assuming it would be about Rs. 3000 per head

No, I am not making any money from this.

Any more questions?

I am on @saurabh on Twitter. Or email me at sg@c4e.in.

Oh, as I end this, I am reminded of this quote by Jack Kerouac. He says,

the only people for me are the mad ones, the ones who are mad to live, mad to talk, mad to be saved, desirous of everything at the same time, the ones who never yawn or say a commonplace thing, but burn, burn, burn like fabulous yellow roman candles exploding like spiders across the stars and in the middle you see the blue centerlight pop and everybody goes “Awww!”
Jack Kerouac

This is my attempt to surround myself with the mad ones. If you are one, or if you know one, do let share this with them!

See you on ~~the 9th April 2023~~ dont know when 🙁
Over and out!

The Aram Nagar Documentary

An introduction to the Aram Nagar Project. A documentary where I want to explore this place called Aram Nagar.

I won’t be exaggerating if I said that Bollywood fuels the dreams of millions of people and gives hope to billions. I have been so enamored by it that my first book, The Nidhi Kapoor Story (2015) was all about it!

And then, thanks to luck, sometime in 2018 I met Shikha and we somehow created The Red Sparrow (largely her effort) and it took me deeper into the glamourous world of the film stars that I had never imagined I could get access to.

And alongside, I saw first-hand how the world works. I saw how people you call friends stab you in the back to get a shot at fame, how guardian angels support you even if you are nobody, how the industry is and wants to remain a closed circle, how your heroes fail you, and how thousands of people chase the ever-illusive dreams of seeing their names and faces on the posters and hoardings that adorn the towns and cities across the country.

Truth be told, these dreams do come true. But only for a handful of these dreamers. The handful that “make it” make the headlines. And the hoardings. And more. The millions that are left behind are well, left behind. They become like that distant relative that you know you have to talk about but you get uncomfortable their name is brought up.

These people start their “career” in relative anonymity and spend their entire lives hoping to get that fleeting shot at fame. The hopes, more or less get dashed! Even though these people work the longest hours, in a neverending rat race. Slog the most even when they know they would likely face rejection. Face non-stop rejections, only to chin up and show up the next day. Hold their dreams the closest to their chests and open their hearts the widest. Seek and lend shoulders to others of their ilk. And hang out at communes at, well, Aram Nagar.

Aram Nagar.

Aram Nagar is where the cine aspirants go to learn the craft and hone their skills, participate in auditions that can make or break their lives, cry when the dreams are shattered, rejoice at even a remote hint of opportunity, celebrate their victories, play with each other and scheme and plot and plan and conjure elaborate ideas to get “noticed”. By casting directors, if not by the directors or producers themselves.

Aram Nagar.

A lazy village characterized by a tangled maze of gullys and dusty footpaths and bungalows in various stages of ruin. Most of these bungalows tote a “no audition” sign on their facade and yet there is always a group of “strugglers” hanging out. Hoping that they would get “spotted” and get that shot! After all, everyone has heard stories of how some random kid playing cricket at the maidaan was chosen for a meaty role. If this could happen to them, why not to us? That tiny, fragile thread that they call hope is a bitch. You don’t want to let go. You don’t want to stay tethered.

Aram Nagar.

Aram Nagar is their solace. It’s their hope. It’s where these people that want to conquer the world get called “strugglers”. A tag that gets attached to their lives till they make it.

It is this wondrous world of Aram Nagar that Mudit and I wish to explore, investigate, capture and immortalize.

Both of us are enamored by it. Both of us are keen on understanding the phenomenon. Both of us want to know more about the people that have left their homes behind. In search of what they think is their rightful place in the world.

More in the next few days as we get closer to doing this. Meanwhile, if you know people from Aram Nagar, please do connect me with them and help me pick their brains for this.

Update. 24 Jun 2021.
We put out an audition call for people that know more about Aram Nagar. Here…

*The audition call for the Aram Nagar Documentary with Mudit*

PS: Also, the content on this page is my version of the project. I am sure Mudit has some flavor to add. He may even disagree with a few of these things. So that.

The SoG Grant (draft)

SoG Grant – a no strings attached grant to individuals to pursue a creative project of their liking.

This is the first draft of this. Publishing to seek feedback from people. Please do let me know what you think. I aim to release this around the end of ~~Jan 2023~~ Feb 2024.

TLDR: I am committing Rs. 100K a year of my money to create a microgrant for people who may need money to pursue any project of their liking. Read more for more details.

Hello! Lemme talk about some themes that have shaped me and my life.

A. This couplet by Kabir.
I don’t know when or where I read this first, but this couplet resonates with me like nothing else has ever. Here it goes…

Sai itna dijiye, jaame kutumb samaay,
main bhookha naa rahoon, sadhu na bhookha jaaye
Attributed to the poet Kabir, though I am not sure.

This translates loosely into, “Oh, Lord, give me enough to take care of my family. Enough that I don’t sleep hungry and yet have enough left to support others that may ask me for it.”

B. Giants, their shoulders, and their kindness.
All my life, I have benefitted immensely from the kindness, generosity, and shoulders of strangers and giants. Whatever little I know or whatever tiny I have has come to me because I was a beneficiary of an unexpected gift. Each time, some chance brought me close to strangers and they were unnaturally kind to support me and literally changed the trajectory of life altogether. From my admission into MDI to my first real “education” with Raj at CLA; to the startup with Kunal; to Suvi’s blind faith in me; to the mad dream that we had at 5X5; to Social Wavelength’s risky bet on me; to Rajesh Sir’s support for C4E and me, each “career” move happened because these literal strangers trusted me and allowed me to make mistakes. I was on a long leash and I could learn all that I wanted to. and countless others that have helped me do things.

Even in terms of people that sort of mentored me (the list is a mile long and if I were to make that in public, this post would run in hundreds of pages), they did so without expecting anything in return. They were truly the giants that gave me their shoulders to stand on and look farther. The following quote, again I dont know by who describes me the best…

“If I have seen further it is by standing on the shoulders of Giants.”
More about it here.

It essentially means that giants (and strangers) who have achieved a lot more than me have allowed me to learn from their experiences and build my life on top of their work.

Isn’t this what life is all about?
Arent all great innovations not built on top of what others have done prior? That.

C. I stumbled on this post from Thejesh where he has created a “no strings attached” microgrant in memory of his mother.
The idea is fairly simple. He created a tiny corpus from his savings to create opportunities for people that are little less lucky than him. He says, “I am creating a yearly ~~$1000₹80,000~~ ₹1,00,000 micro-grant to support something meaningful. Grant is named after my mother – Nagarathna. The reason for grant could be anything as long its meaningful to you and people around. Though I prefer free and open source or creative commons projects, It’s not a must. It’s a no strings attached grant.”

This inspired me AF.

I have always thought about ~~giving back~~ paying it forward, even though my own house has never been in order. All the “projects” I created as C4E partnerships were attempts at paying it forward. However, since I know that that model is essentially broken, I need to find an alternative to continuing to pay forward. Thejesh’s post comes at the right time. And thus, the SoG Grant!

So, combining A, B and C, presenting The SoG Grant!

Hello, SoG Grant!

Inspired by Thejesh and others who have created microgrants (see this on Github), I hereby create The SoG Grant.

What is The SoG Grant?
SoG Grant is an attempt to pay it forward by supporting the ones who are less fortunate than I.

What is the corpus of this grant?
I will start with a total corpus of Rs. 100K from my personal savings.

If I get more people to back this up, I will add on top of this. If you want to help me grow this basket, lemme know.

Update (4 Apr 2021): Krishna from Tezi.app has agreed to add another 20K to the corpus. He wants to support people building for SMEs in India.

So, as of now, it’s Rs. 120K per year. This could be given to one person or split among at most three.

Who can apply for this? Who is eligible?
I really really want this grant to help people that need it. I am not sure how I would validate the financial status but I will find a way as I go along.

No, it will NOT be easy for you to get this grant. I will make the selection process extremely difficult to weed out non-serious applicants.

Who is NOT eligible?
You have to prove your intention. While I am a dreamer and chase lofty goals that are beyond my reach, for the grant, I want to support people that are damn serious about it. You will have to prove that you have skin in the game.

What kind of projects / people would I support?
You could be whoever and you may want to do whatever. However, I’ll admit that I have a bias towards creators and education. So if you seek money for creating something or pursuing some course / education, I am more likely to support you.

Some projects that are a great fit for this are…

You want to take up a course that you can’t afford
You want to cut a music album and need money to pay for the studio etc.
You want to write a book / script etc and need to pay your bills while you write it.

Please note that this is an indicative list only and the grant is available to anyone under the sun. As long as I believe what you do has the potential to make a difference.

Who can apply?
Anyone. From India.
I don’t know how to do the logistics of expanding it beyond borders.

What’s the catch?
No catch. I dont want you to thank me. I dont want you to include the C4E logo in what you do. I dont care if you forget me. All I care for is that you are accountable to me. That’s it. And no, I dont care about output. As long as you are good with the input, I am ok.

How can you apply?
I will announce more details over the next few days. I am hoping for the following timelines…

These timelines are broken. Apologies for this.

Applications Open: ~~April~~ ~~July 2021~~ ~~Jan 2023~~ Feb 2024
Application Deadline: ~~May~~ ~~Aug 2021~~ ~~Mar 2023~~ Feb 2024
Decision and Disbursal: ~~June~~ ~~Sep 2021~~ 17 Mar 2024 – 31 Mar 2024

In case you need this money urgently, do write in and I will make exceptions.

So that’s about it. Do let me know should you have any questions. More on this over the next few days.

Thank You!

Housekeeping and version history…

Update. On 13 Jan 2024. I will FINALLY push this in the world by the end of Jan 2024.
Update. On 30 Sep 2022. I hope to get to this in 2023. Have been busy with work and 2022 went like a whirlwind!
Previous Update. On 11 Dec 2021. I am running way behind on this. Sincere apologies. Will pick this up #in2022.

33rd day of 30 days of writing challenge

Commentary on the 30 days of writing everyday challenge that I took in Nov 2020. I reflect on the experience and I talk about what next for me.

Time flies. And how.

I did not realize when these 30 days that I was supposed to write for every day got over. I started on the 30th of Oct and published 23 posts (including this over) over the last 33 days.

Like most projects, the first few days were exciting. The next few, drab. And the last few, a pain. As I end this project today, it’s time to reflect, catalog some thoughts, gather some ideas and move on.

Here we go.

The Project

I’ve always known the importance of writing well. And one of the key components of writing well is to write often. It is exactly like building muscle, running, or meditation. You cant reap benefits if you do 24-hour sprints. You have to do it every day. Slowly, deliberately and with intention. As Will Smith calls it, brick by brick.

The idea of this project was to develop a deliberate, regular writing habit. Stack them bricks. On that count, I think I did ok. That was the primary benefit I was seeking. So, Check!

The secondary benefit I wanted was to get active on this domain (saurabhgarg.com). I have my content scattered all over the internet and if I were to point people at one direction, I don’t think I’d be able to. Plus, increasingly, our personal brands are getting more and more important and thus it was imperative to create a homepage for self. I am not sure if I’ve met that objective. So, half-check.

Finally, I wanted people to read what I write, send me feedback, and help me get better. Even though I wrote a lot, I haven’t been able to get that. So, fail.

While I can end the post here, I do want to take the opportunity to talk more about the project and a few things that I am taking away.

A. On Writing

I have been writing and publishing my thoughts online since 2004 (on my personal blog) and it has helped me in numerous ways. I have made friends. I have learned new things. It lead me to a book! It has allowed me to expand my world. It has opened new work opportunities.

However, it has remained a mere hobby that I have been damn serious about. Also, I think writing keeps me sane. Writing allows me to feel that I have someone to talk to (#foreverAlone). It gives me that voice that I think is getting heard by someone, even strangers, in this world full of cacophony. Even if no one is responding to what I write. I write for the sake of writing. And then everything else (connections, lessons, opportunities, etc) is like a cherry on the cake. You know what would be the icing on top of the cherry on top of the cake? Ability to make a sustainable and lavish living with what I write! In fact, I’ve thought often about pivoting to becoming a full-time writer but it has remained a thought at best.

Three reasons.

I am harsh af on myself. And I know it. To a point that I am critical. If I were my own mentor, I would have broken down. That bad. And that means even if I write a line that I think is as good as the worst that Bukowski wrote, I would consider mine as pathetic. So I am not sure if I can deliver. And thus, I am not active about seeking writing opportunities.
I am not consistent. I have these bursts of creativity where I am freakishly productive and I can push out a tome in minutes. Words flow like tears flow in saas-bahu serials. Ideas are aplenty. Fingers fly on the keyboard to a point of producing literal sparks. And then there are days, even weeks when I just want to disappear under a rajai and not come out. Everything looks dreary. Dark clouds don’t seem to dispel. I think most artists suffer from such bouts and fluctuations (taking the liberty of comparing myself to an artist). And I don’t know a solution. The only advice I give myself at such moments is that old adage from Fitzgerald I think – live a rich life when not writing and retreat into a boring world when you write about that rich life.
I never had the luxury to take long breaks to write. I’ve had to run my house. Luckily I do not have a lot of responsibilities but I do not have a freewheeling life either. Writing, thus, has always been the second or even third thing I’d do. Even these 30 days that I wrote, I would steal time after the day’s chores were done. PS: The lockdown did give me an opportunity to write. And I tried to be honest. But I could not sustain. I have nothing to blame but my laziness. So that.

While I know of these three issues and trust me when I say this, I have tried to fix these, I haven’t been able to. If you know of a way out, please do let me know.

Oh, I must mention that I believe writing can help me reach one of my #sgLifeGoals of impacting a billion lives. And this also fuels the on and off seriousness about writing. Every time I slack, I pick it up thinking writing is my shot at changing the world.

B. Traffic / Quality of writing

Like I said I have not been able to grow my audience, lemme talk more about it.

The dismal traffic on the website, despite my attempts at marketing it, tells me that either people are not keen on reading what I write or I am lousy at marketing. Lemme give numbers.

As of writing this, I have had 158 unique visitors and 600 odd page views to the website (as per Google Search console). One of these 158 is me. The second is Arti (I’ll talk about her towards the end of this post). And then there are 156 other people. And if I were to do simple maths, on simple average, it translates into 5 new users per post and 4 page views per reader. That means even the ones that read a post or two do not come back. So, dismal.

Lemme decode this.

Of course, I don’t want to be harsh on myself and I believe I am good at marketing. So, it has to be the quality of content.

This means that if I want to make a living off what I write, I need to get better. This also means that if writing has to be the tool that I use to make an impact in the world, I am failing at it. And bad. And I need to get better. And I do the word required. I read advice on writing. I practice it often enough (guess need to be more “often” with it). I follow other writers that are as widely read as the ones that wrote Geeta, Bible et al. I feel I am fairly deep with my ideas and I can explain those well to even a six-year-old. I write from the heart and I am probably as authentic as Corona beer is. I even publish often and I try to market what I write!

But, it’s not happening. I am not reaching more people. I am not expanding my world. Maybe I am in the second year of the 10-12 years it takes to be an overnight success? Maybe I am in the ninth. Who knows.

Or maybe, just maybe, Google is wrong?

C. Write AND publish thrice a week (and not daily)

Howsoever hard I may try, with all the things I do, I realized it’s impossible for me to write every day. But did manage 23 posts in 33 days. This tells me that I can definitely pull off writing every alternate day.

So when I start the next series of posts, I would aim for a 3-times-a-week cadence. I would try to better it but the thrice a week would be the bare minimum I’d want.

Oh, when I say write thrice a week, I mean I would publish thrice a week. I AM, I WAS and I WILL write every day. It could be a tiny scribble that gets lost in between the pages of notepads or it could be 2000-word posts. But I write every day. It’s the publishing that I am talking about here.

D. Acknowledgments

Oh, I can not end this post without thanking Arti. One, for painstakingly checking each post for typos. I don’t think in all the posts that I wrote, there was even one where she did not find a typo. She’s got that keen an eye. Second, the days that I did not send her the draft, she would pester me to write. Often there have been days when I wrote just because I did not want to disappoint her. I need more Artis in my life. Three, she did all this without expecting any remuneration or credits. I am not sure such selfless, such good people exist.

So yeah, thanks, Arti!

You’re awesome. The world needs more people like you. Dare you to find a typo in this one!

Other people that I have to mention here are Prakruti, Pradeep, and Suresh. For being the bouncing boards and constant ~~encouragement~~ nagging!

Honorary mention to the entire LFW Gang for reading and feedback.

And with that, its over and out from this one. I will be back with the next project soon. Till then, do let me know how I can improve my work. And do follow me on Twitter 😀

Over and out!

Review – Durgamati (2020)

A short review of an upcoming Amazon Prime film, Durgamati. The film starring Bhoomi Pednekar in the lead role is set to release on the 11th of Dec.

I normally don’t do pop-culture-y time-bound things but over at TheRedSparrow.in (one of the things I helped start), they were talking about the upcoming film Durgamati and thus I got curious and I went ahead to write it. This is a new thing. Lemme know what you think.

Every big-budget film demands the writer to pen a plotline that is so convoluted that you need a Sherlock to unravel it. And yet you want it to be so mass-y that even a 6-year-old relates to it. After all, big monies come to the producers when the film does well in the multiplexes and the single-screen cinemas. I suspect that is what the writer-director Ashok was attempting with Durgamati as he remakes his super hit Telugu movie, Bhaagamathie (2018) in Hindi.

The story of Durgamati

The story is of two political rivals that are at loggerheads over pretty much everything. The one in power wants to pin the blame on the one competing against him (Ishwar Prasad, played by Arshad Warsi). Since he has the judicial and political machinery working for him, it is easy. So Rawat (played by Jishnu Sengupta) and Mahie Gill (her character’s name is not clear in the trailer) plot against Prasad. They try to manipulate Chanchal Chauhan (played by Bhoomi Pednekar), an old accomplice of Prasad, into conspiring against him. Chanchan is in prison because she was caught murdering a man in broad daylight.

They put her in the holding at the Durgamati Haveli, which is apparently haunted. Mahie Gill coerces Chanchan by offering her freedom if she agrees to rat against Ishwar. Chanchan of course refuses.

And thus starts the story of Durgamati. And the Haveli. And the film.

What works for me? What does not?

What stands out for me, even though I first saw the trailer on the tiny screen of an iPhone X is the lavish, grand sets and impeccable CG. The cinematography by Kuldeep Mamania is brilliant. Mamania was a camera person in the critical and commercial hit Tumbaad (2018) as well. Even though the standards of visuals (a marriage of art direction, costumes, camera, and of course direction) in India have been raised to the Hollywood-ish levels in recent years, this one is still among the best I’ve seen. The shots look grand, crisp, and make me want to actually navigate the Durgamati Haveli in real life!

I have to give a special mention to the art direction. The details are, well, detailed! I mean look at this shot. What do you think those windows at the back look like to you?

Screengrab from the trailer of Durgamati.

As a big fan of Mahie Gill’s work in Saheb Biwi Aur Gangster (2011), Dev D (2009), and Gulaal (2009), I expected a lot more from her. She looks unconvincing as a cop. I do hope that in the film she is more powerful.

Arshad Warsi, again, to me looks unconvincing as a politician. I half expect him to break into a joke with every line he delivers.

Bhoomi Pednekar as the lead has done a decent job with the acting. When I see getting dragged for the interrogation, I see her plight. When she becomes the all-powerful Durgamati, I feel her power. However, the couple of dialogues that she has in the trailer, they lack any punch.

Also, for some reason, while I was watching it, I could not stop drawing comparisons with Vidya Balan in Priyadarshan’s Bhool Bhulaiyaa (2017), which itself was a remake of a Malayalam film. The mood, the costumes, the music, the frames reminded me of the film that was released 13 years ago. But then maybe it’s just me – an old, self-confessed discerning cinephile.

I am told that the Telugu film was a phenomenon! However, I have not seen the Telugu film and thus can’t really draw parallels. What I do know is that as a standalone piece of work, I may not be too keen to watch Durgamati in the cinemas even though it promises to be a cinematic treat.

But hey, there are no cinemas and with it streaming on Amazon Prime, I might as well!

What do you think of the trailer?

PS: Like with all reviews that I post, I wish to draw your attention to this speech by Anton Ego.

This is part of 30 minutes of writing everyday challenge. Others in the series are at 3010, 3110, 0111, 0211, 0311, 0411, 0511, 0611, 0911, 1011, 1211, 1311, 1411, 1511, 1611, 1711, 1811, 1911, 2011, 2311, 2611.