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Archive for the category “Story Telling”

Eight lessons marketing professionals can learn from Kolaveri

The digital world has so disrupted the business models of newspapers, radio, television, music and even Hollywood that the yin and yang of mass media and mass marketing are flying apart. We are in the midst of total collapse of the media infrastructure we have taken for granted for 400 years.

– Bob Garfield Advertising Age Columnist in The Chaos Scenario, 13 April 2005

Aye, have you heard this weird song. Kolaveri, Kolaveri? Is got close to a million views on YouTube. Is it Malu or what? What does Kolaveri mean?

– Digital Dude Aged 24, 17 November 2011

Screen grab from Youtube

Six years after Bob Garfield provoked the marketing and advertising industry with his seminal piece in Advertising Age, Digital Dude (quoted above) discovers that Kolaveri Di has gone viral on YouTube. Dude does not know Bob Garfield nor has he read The Chaos Scenario. But he is among the millions who have given Kolaveri another view, helping to further shoot the video on to the centre stage of India’s pop culture and unwittingly endorsing the premise of Bob’s book.
Now clients want agencies to do a Kolaveri like video for their brands. Yes we got two briefs in the last two days and are struggling to explain why we cannot do a Kolaveri. What we do have are some lessons from the said video and similar memes.

Lesson 1. You don’t make a Kolaveri. It happens. Amen. Here are, one, two stories from the guys at Jack in the Box, the digital agency behind the viral on how it happened.

Lesson 2. You can’t separate marketing and PR from the agency anymore. Being a movie based video Kolaveri has an advantage over traditional marketing content. Yet reading the agency’s POV on this, PR was strategically used to give the video the traction.  Starting now we need to create all kinds of synergies to get people’s attention. Marketing, PR, HR, sales, service working together, in tandem…

Lesson 3.  Speed is the new element in a marketing person’s arsenal. To read Dhanush’s interview post the success of the song and to believe that the song was written in some 6 minutes. Well that’s as much time it takes to find an empty conference room these days. Speed was on display when W+K decided to bring on the OldSpice Man on to Twitter and YouTube. 180+ videos created in two days. Wow!

Lesson 4. YouTube is the TV channel for urban Indian youth. Mahesh Murthy (look up his 20 new rules of marketing here) and Reem Syed are some of the prominent voices in India who believe how lopsided marketing budgets are with respect to digital media. The impact of Kolaveri Di should put an end to that discussion. In fact this Google Trends comparison between two recent hits, Airtel’s Har Friend Zaroori Hota Hai and Kolaveri shows you that without a dime spent on TV, Kolaveri has blown past an ad that was heavily promoted on all channels, online included. Even in places like Ludhiana and Chandigarh,  Kolaveri beat out the Airtel ad.

Lesson 5. In a low friction world,  we learnt a great idea will have imitators like in the case of Cadbury’s s Gorilla. In India we have struggled to get people to create interesting content that feeds off a rage. Kolaveri is showing us that good ideas will be copied and remixed in real time. What are we agencies and marketers doing to create memes that can be remixed?

Lesson 6. Hum-ability counts, not meaning. Cartoonist Hugh McLeod had something fundamental to say  in this cartoon. Most marketing messages are so overloaded that they lose any humanity whatsoever. The lyrics in Kolaveri are so nonlinear that they start a conversation and further its spread.  RIP Link Test?

Lesson 7. Ideas like these can spawn real time marketing opportunities. Pepsico’s Digital Marketing Head talks about how the best marketing in the future will need to grab real time opportunities that could come by. A viral the scale of Kolaveri could have spawned many opportunities. A line of Kolaveri Di Tshirts. A promo around the song. A smart entrepreneur could have started a Kolaveri Di FAQs page and made some money from placing Ads on the page. Missed opportunities.

Lesson 8. The long tail brings interesting content back into circulation. This one has nothing to do with Kolaveri. But another video that’s been doing the rounds recently, the  flash mob in Mumbai Central has been doing the rounds. The Youtube video has already notched up an impressive 200,000+ views in two days. On the back of this, an older, forgotten one from May this year is getting a second life, for free. The Internet never forgets, but no ad that’s shown on TV can ever have a second coming without the advertiser wanting to rerun it.

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Digital story telling. View from a massage table.

Come on. Dim the lights. Bring out the aromatherapy candles. Play some soothing Thai spa music. Lower the volume just a bit. Oh yeah!

I can barely see the warm tubs of oils, hot stones, moist towels, the steam rising. Not to let my mind wander though. I am at work. Need to complete a strategy note by EOD.

You know why I am advertising, don’t you? It’s mid-afternoon, I am lying on a couch in a posh spa getting pampered. The Mad Men days may be over for our business. And anyway, I am a digital guy.

I am putting together a strategy presentation for a new client. And I am soaking it in, the brand experience. Exploring options, feeling the stuff, poking, prodding and getting my thoughts ready.

As the masseur’s trained fingers run up and down my back tickling out hidden knots and pockets of stress, I am thinking of the brand story. A spine, as it were, around which this luxury spa brand will unravel it’s POV to the world.

Ah! I love my job.

The client will see no numbers, click thru rates, fan counts and such in this presentation. This is higher order stuff. The foundation of a brand, built around its brand story, its truth.

What’s the big deal, you may ask. Any good advertising person is supposed to experience a brand, live the experience, use the product and come up with a POV. What’s new?

Well, digital needs brands to be richer. Offer multi-layered story lines that get played out depending on the channel that is being used. More importantly, since brands can own media platforms on the digital channels they operate in, they can tell longer, more detailed stories unlike with traditional media, where they are constrained by sizes or time limits.

So how is this story coming along? Let’s for argument sake call the spa at home brand “Soul” and imagine that I am putting together this multilayered brand story document for them.

Let me begin with the brand proposition. Soul. Luxury spa at home. Hmm nice. Looks like new territory for me. I begin to construct the brand’s story.

If you have, like me, been lucky enough to interact with a smart lady called Story Ninja you too would have learnt a few things about stories. The theory around stories. About concepts like the Monomyth and The Heroes’ Journey as propounded by Joseph Campbell. In conversations with Story Ninja I have come to learn that there are basic patterns that can be found in all universal stories. And as I construct a digital strategy for Soul, I dive in to build a compelling, multi-dimensional narrative that can make deep connections with people.

Additionally, I reach out to the teachings of former MIT Professor Henry Jenkins and his wonderful approach called Transmedia Storytelling. Or, how in today’s world with multiple digital and traditional media platforms stories can play out differently, across these platforms and yet create a powerful and unified whole as the participants in these stories (people) put them together. Advertising planner Faris Yakob has taken this thinking and furthered it for use in advertising, which he calls Transmedia Planning.

So as I think of the brand story for Soul I am constructing a simple, universal narrative from within the Heroes’ Journey and then use transmedia planning to play it out to the world.

I can’t disclose the brand story that is coming alive in my mind (NDA and stuff my friends) but I can share the platform thinking. From the company’s website, to the many digital and social media channels that are available to brands these days. YouTube, Facebook, Twitter, Blogger, 43 Things, Instagram, Pinterest, Linkedin. Throw in a porn site even, YouPorn, why not? For a brand that makes massage oil, let’s have some sensual “how to” videos up there too.

Told you, love my job…

So I can see the streams coming together. Soul: Luxury Spa at home, if that is the proposition. Unlike a traditional advertising, where I will be constrained by ad sizes or spot time limits, I can think free. Have long sensuous videos play out on video sites. Seed them across the web using Facebook and Twitter. Build a good profile of the company using a smart website to help Soul come across as a solid and reliable brand. Talk about individual products and their secrets using blog posts. Show beautiful images of Soul products and how they can be used, on Instagram and Pinterest. Build the reputation of people behind the company on Linkedin. Cross link stuff around so I can optimize the company’s site for search engines. Sweet! I can see this working on me. Not the massage, silly! The startegy.

Apart from the cost of building the Soul website and some monies incurred in production, I have not spent a dime in media costs. So while historically a brand would have a 90:10 split between media and production, all that Soul is incurring is in production costs, and of course the fat fees they pay me for helping them get their digital act together.

So before I doze off, and if you are still with me, here are the take outs. In the world of digital brand building, we need to imagine richer, multilayered brand stories. While executing these stories don’t worry about space and time constraints. Instead think platforms. So what you do on YouTube need not be what you will do on Pinterest. Each platform has a grammar of its own. Consider that when building brand stories. People who are on these platforms expect a certain behavior from others around. So instead of thinking traditionally and narrow casting your brand around one line, or around a slogan, think wider. Think richer.

Finally. There are a few kits of Soul that my client wants to give away. Would you like to receive one? Post a comment below and I will reach out to you. Brands in the digital world are all about giving.

An Agency of Makers.

In a first for a non-technology company, Unilever brand AXE had called for a developers’ day in early October.  One that I believe has a strong message for agencies.

Digital is the way ahead. Yes!

While there’s nothing path breaking about this fact, I’d like to argue that agencies can participate in the digital revolution in ways we have never imagined. Not just by being partners of our clients as we have always been, but by making things for ourselves, and profiting from it.

Planner Griffin Farley is one of the smartest minds out there. He makes an interesting point in this presentation on Fringe Planning, and I borrow shamelessly (God bless the Internet).  Slides 16 and 17 are noteworthy.  “Ad Agencies have recruited some of the smartest creative people out there.” And 17, “the byproduct of agencies are ideas that don’t get sold, or are not appropriate for a particular client.”

I see the second point as particularly appropriate. With agencies thinking up more business ideas as part of the integrated marketing communications mix these days, than merely communication ideas as they did in the past. For example, this Cannes winner from Tesco is not so much a communication idea as much as a business changing idea. Or the recent announcement from Shoppers Stop of setting up a Facebook store is a business idea, and less a marketing one.

So how are agencies taking advantage of the rich stream of “by products” they create? Griffin has listed out a few in his deck.

Anomaly, an agency with offices out of New York and London discovered YouTube amateur Lauren Luke and helped her develop, manufacture and market her own range of cosmetics. This is not a one off from Anomaly. They have developed a few IPable ideas, including ShopText, a mobile based shopping and couponing and commerce service.

There are other agencies too who think alike. Among the better known ones, BBH has Zag, a brand inventions agency. Deutsch has Consigliere, Kirshenbaum Bond Senecal and Partners  have KSBP Ventures. While independent traditional agencies have set up innovation shops, there are a new bunch of making agencies building things and creating a niche for themselves. Breakfast out of New York, Definition6 , the guys behind the Coke Happiness Machine, Deep Local, who built the NikeChalk bot, or London based agency, ustwo, who have a portfolio of client work and a bunch of independent products.

What connects these new agencies? Unlike traditional agencies that spend their energies creating communications ideas, the new ones are focusing on out and out innovation for their clients and for themselves. Thinking product ideas, which can be patented, to create intellectual property and build new revenue streams in the future.

A simple way for agencies to take advantage of “making” opportunities, we have to go beyond the campaign mentality. For example, with mobile apps, now accepted as a tool for marketing. (Most traditional agencies have an app or two to show off these days which means we have cracked the model of how to imagine and make them.) So instead of doing an app for, say, a diwali mela campaign, could we think long term? If we can understand the key reason for a person to buy a brand or use a service and then build something that fulfills an unmet need.

As this story in Fast Company points, can agencies think more like startups, and less like communication partners? Or as advertising planner Russell Davies goads us so eloquently in Wired UK, make things, not messaging platforms.

In a changed world, there are ways of making them happen. Thomas Freidman pointed us to some mega trends in his bestselling tome The World if Flat. For this story, the key ones from the book are outsourcing, rapid prototyping, workflow software and supply chaining.

So an idea, that comes up in a brainstorm, ideas that we agencies are so good at spotting, can be scaled up with help from partners who the agency has relationships with, and taken to market with the support of a client, or independently.

To do this we will need to add new skill sets though. Which is where agencies will have to have the startup mentality. We have rarely hired to build revenues in the future. But an agency with a headcount that runs into many hundreds can afford a small team of geeks, engineers and project managers for sure.

In a state of the union address early this year, Barack Obama told his country that their future lies in taking leadership of innovation. I believe the same should apply to the communication business that is seeing its fundamentals shifting with the arrival of the digital revolution.

DIY culture is a growing trend. This trend is spawning whole revolution, led by small groups of people who are using technology, easy connectivity, access to venture capital and microfinance.

Advertising as an industry that has a rich history of identifying and nurturing creativity. Unlike engineers, we are masters at helping find a way to make things that make an emotional connection with people. Could an agency create the next Angry Birds, Instagram, Klout or Hipstamatic asks this story. I believe we have the credentials. The inclination? Let’s wait to hear from the winners of the Axe developers’ day.

Is Social Networking Building Internet’s Caste System?

Ah! To be an internet user in the 90s. When modern browsers introduced us to webpages and hyperlinks.  Click, click click and you were away, connecting random things. Girlie pictures, right click to download. Football scores I know the address. Email, done in minutes.

No pressure really. If you could log on, you could be online. No one knew who you were, and really no one cared.

How could the net just meander along like this, asked the Internet gods? Soon people will get bored. Let’s throw in some complexity, they said. And Google was born. Out of a paper that Larry Page wrote. With Page Rank, Google’s algorithm for ranking pages, we started to see changes in the way we consumed the web. We moved away from individual web pages and started visiting to the Google home page. Search for something and out came a bunch of results. Simple we thought, yet complex it was. Who decides which result should come up tops? Not Google surely. No.

Thus was born the origins of Internet’s caste system.

I have more heads of cattle then you have; if you are a villager living on the Serengeti plains of Africa. I rank higher up in Google search results than you do, if you’ve decided to make the Cyberspace your playground.

Thus was created a new generation of narcissists. Googling their names to find where they stood when compared to their peers and namesakes. I have done it myself secretly, I must admit.

What Google started didn’t end there. When platforms like Blogger, Typepad, WordPress and others gave anyone online the opportunity to create, it also started to create a pecking order of sorts. Arianna Huffington, Robert Scoble, Michael Arrington. India’s own Amit Agarwal, Rashmi Bansal, soon became the Brahmins of the web. Six figure speaking assignments, insider tips, first looks at new stuff, publishing contracts.

The social media curation business was in full flow, creating clear class systems with award shows, lists and more. Bloggies. AdAge’s ranking of top marketing bloggers. Indiblogger complied India’s own list. I saw your blog, chipped in an enthusiastic intern who dropped by my office. I have one too, he said, has an Indirank of 67. Crash! My world went down. With a score languishing in the 20s. Woe to ye writer for a blog few care to read.

It wouldn’t end there. Nike+, YouTube, Twitter, Facebook and more. Some of us were just better at doing stuff and the world could know. I just ran 18 Kms a friend’s Nike+ status update mocked at me. The last I ran for exercise was 18 years ago.

NigaHiga has 4 million YouTube subscribers my son told me the other day. I looked up mine. Four. As if the zeroes really didn’t matter.

Facebook fans and friends, Twitter and Instagram follower lists – I wasn’t making a mark. Falling away in the social media leaderboard.

And then came the rating guys. Standard & Poor’s of the internet, as it were. Size does matter, they say, knowing my abysmal record so far, I wasn’t sure how I would measure up.

The big name around in this nascent business is Klout, as the name suggests measures your clout, online.  Klout, the standard of influence they claim, 80 million people have apparently compared themselves using the algorithm. Justin Bieber scores a 100 on 100. Unless you are a movie star or someone such, I urge you to stay away. With a score in the low 50s and my activity across various social networks I am classified a specialist. If it were like India’s multilayered caste system I would be a barber, probably. Nice hair! Oh go away now.

There are others out there waiting to divide us. Each one with a proprietary method. Peer Index, inviting you to understand your online social capital. One that groups you basis your activity, authority and your network.  There’s Twenty Feet described an ego tracking service. Carl Jung has met his match. The Times UK has another The Social List, a system set up to measure your social wealth. Could a bribe help, I wonder?

So why these class systems you may ask. We are seeing some answers already. Klout has introduced Klout Perks, a system to reward people basis their social influence. They worked with Facebook and Audi to deliver different experiences to people depending on their Klout scores. Stephen King recently gave away his new book Mile 81 free to select members of Klout.

Looks like I am falling short in the ranking game, with middling numbers across the board. Wish I could go back to the simpler days of the Internet. Or maybe I need to move on.

Gardening, anybody?   

Unfriending: the new friending

I almost missed the one line status update as it trickled down my wall “spring cleaning my friend list”. Even when I saw it, I was sure I wouldn’t be among the ones cleaned out so I didn’t bother to check.

As days and weeks went by, I started to miss those updates. Auto posts from her subscriptions to astrology sites, odd pictures from late night parties, Farmville notifications. Nothing profound or insightful, yet enough to tell me we were still friends.

I have to admit I have been a lurker, a virtual fly on her virtual wall. Sent her birthday messages every year, early in the morning, without fail. Liked the odd post now and then, just so she knew I am around.Her pictures. Looked them up all, many times over.

And this is what I get in return. A virtual dumping!

Did she think I wouldn’t know? Hey I do now. Don’t know how long ago I was nixed. It hurts OK! It does, even now.

Is unfriending the new friending? Spring cleaning my friend list. Is there a meme of sorts out there that I missed out on?

I remember reading a month or so ago that Facebook was losing users in the US. It was later retracted though. How did she get to that. GigaOm? She doesn’t read that.

New evidence popped up again yesterday that the Facebook juggernaut maybe beginning to slow down. This time from Hitwise in the UK. Refuted again! Lies, damned lies and web statistics as Jemima Kiss wrote in her Guardian Blog.

So what happened to me? Has she been so unemployed recently to manicure their friend lists? Are there new taxes for having too many friends on a FB account? Has the monsoon brought in a new virus? Unfrienditis?

I Googled frantically. Nothing!

And then I noticed this little maroon button gleaming “1” on my Google+ toolbar. Intrigued, I clicked.

It was a notification from her. XYZ has added you in a circle.

Digital Guy Reviews Traditional TV.

I wrote this for the dead tree version of Campaign India.

This is a disaster. Seriously is.
It’s been a while since I watched TV. My DTH bill, I just discovered, has been in the negative for months. Also, I am a digital guy. Adept at talking about the nuances of Ajax and PHP rather than the skills needed to tell brand stories in 30 seconds.
So to have the privilege of doing Private View in this fortnight’s issue of Campaign. They didn’t mail the wrong guy, I called to check.
But hey! Wait a minute!
Aren’t I the average consumer? One that spends a disproportionate amount of his disposable income buying “advertised” stuff?
Hello Tubelight!
The guys at Campaign Magazine, smart I must admit, got it way earlier than I did.
Brace yourselves creative directors, copy writers, art directors, film makers and marketing people. The consumer is speaking. Er writing really, in this case. I THE CONSUMER speaking from the heart.

Speaking of the heart, here’s the first. A pensive looking Shahrukh Khan for Linc Pens, a commercial that was designed to tug at my heartstrings. Blimey did nothing, the turd. 50 seconds of slo-mo poetry. Was it supposed to get me a lump in the throat? Raise a hair to two on my neck? Nothing!. Maybe I am dead or something. A purveyor of pens trying analog stuff on a digital guy. Not their fault I guess. Broken! For me.

Then came the midgets, or perhaps Gulliver in a Coffee Shop. What can I say? A poor bloke being accosted by a family of dwarfs for State Bank of India Mobile Banking. Maybe you deserve it man. You maybe paying the bills but you forgot to feed them vitamins.

You know something. After seeing the KFC Kafeccino ad, even I’ve started to fantasize about losing my cold coffee virginity. Exploding biscuits, little nibbles of chocolate, three voyeuristic friends egging me on and a cute sales girl asking “first time”? Orgasmic it will be as the ad promised.

This one foxed me. TVS Sport featuring Virat Kholi. Virat, ask any consumer, and they will say is a smart bloke. But I don’t get the same vibe about the guys who made this one. Get on the bike and run Virat.

Idea’s 3G Population Control. This one should have connected with the geek in me. The service, not so much the ad. But the ad did for some reason. It’s corniness, innuendo and all. That tongue in cheek repartee in the end from Abhishek. Imagine an ad for 3G mobile service actually making me want to restore my cable connection to watch more of this. What an etc, you know.

To the final one.
I can see some social service messages are being spread using humour, like this one from Amaron Batteries.
Sing along with me…
Dear Malu country cousins.
Don’t piss standing under coconut trees.
Don’t ride bicycles on weak bridges.
Don’t do a Jesus on crocodile infested lakes.
THE CONSUMER really needs to call the cable guy. Silver ting and silver tong.

Mum’s on Twitter. #Help

She’s 72, mom is, and she has a new toy. Hashtags. Unleashing her fury on the village fishmonger. Pomfret not fresh #eipcfail. Auto drivers, vegetable vendors, the weatherman and now the fishmonger, all at the receiving end of her recent and often generous use of hashtags.

She DMs (direct messages) me often. “r u in del?” Checking on my recently busy travel schedule. “Feeling g8”, giving me feedback after her 5K morning walk. Were’s da cheq?? Asking when the cheque I promised her will reach. I respond promptly, avoiding #epicfail(s) and #nasty(s) as she plays around with the grammar of another tool she’s just discovered.

Mum’s been a learner all her life. Over a decade ago she enrolled for Literacy Mission’s evening classes – to learn Kannada- when she moved to Bangalore. She attended every class, the certificate she received now adorns her mantel shelf.

I wonder if she’s heard of Google+ yet. There’s been so much talk about it recently that the local news channel must have reported something. Mum hasn’t sent me a DM yet via Twitter, “where’s my Google+”, not yet. Knowing mum it could come in anytime.

I wish the world had a bit of mum’s spirit. Plunging headlong and trying out new and unknown things. In the digital world, registering and using emerging tools and technology platforms.

Now I can foresee smart one liners coming my way. But hold on a minute.

Despite all our early cribs and complaints about not wanting to let the world know about when we burped or farted via our status alerts, hasn’t Facebook become our fireplace on the web? Come on now. Aren’t we almost unconsciously clicking on and reading the odd Twitter link or enjoying juvenile cat videos posted on YouTube?

So how come we get into these discussions on the need for another platform? When we don’t even know how useful it might turn out when a million of your friends sign up to it. How useful and serendipitous Foursquare could be if we bumped into an old flame at an airport when checking in becomes a new favourite game. When an Instagram you posted get 20 “loves” from people who we’ve never ever met.

I am not a new platform junkie as many of my friends think I am. No I’m not. Trawling Mashable and GigaOm to see when new digital toy is signing up alpha users. This is not a manifesto for that sort of thing. But I do have my ears on the ground; discovering, using and trying to understand the next tool that could change people’s behaviours and effect the way we live. I am a sucker for that. About being where people are, and knowing why we do what we do. A revolution doesn’t happen when society adopts new tools – it happens when society adopts new behaviours declared Clay Shirky. Wonder when mum will RT that.

The Genius of Social Media

Like my friend Reem Saied, if you have a habit of looking at Twitter trends, you too must have noticed a rogue trend a few days ago. Govind Tiwari. The man was No 1 in India and No 5 worldwide in Twitter’s trending topics.

Govind Tiwari from Allahabad as his blog proudly introduced him. A funky, retro site that struggled to keep up with the traffic that landed on the page.

He was either a brilliant marketing idea or some white hat spoof (I had a few warnings pop up on my anti virus, as I clicked on some links) designed to show off the power of social media.

The event had all the elements of a wonderfully worked new media campaign. Like with Twitter, the man’s images had taken the pole position on Google Images. A Facebook page (half a dozen gold diggers too) that is nicely curated. A Linkedin profile that said he is an engineering student (a new one that came up a few hours later gave him more credibility.) A YouTube page, Govind Tiwari 11, created a few months ago. And of course an Orkut page, Orkutiya as he called it, where he invited people to be fraands.

The digital world recognized his genius though. With the buzz the topic was getting, experts are chipping in. He could have made over $ 35,000 in Google ad revenues in a day with the traffic he got on his page says this tweet. Someone advised him to join Apple or Microsoft. Plugged.in talked about SEO lessons from Govind Tiwari, his blog was the top result on Google during the frenzy.

Brands are lining up to make hay. Kingfisher promised him a month’s supply of beer. AXE Angels reached out to help him. MTV is chipped in with some smart ones too.

To me Govind Tiwari is truly a well worked experiment in Transmedia story telling. Perhaps the best we have seen from India, or done by an Indian somewhere.  Create a well worked character. Build in some quirks and traits that get talked about. Use every media channel uniquely to further the story. This chipmunk video that sings Sheela Ki Jawani on the YouTube is just in line with character in the campaign, yet not the same thing.

So who is Govind Tiwari? An 18 year old having fun from his home somewhere. A hacker who managed to game the Twitter trending engine? A marketer who has managed to capture the collective imagination of people trawling social media channels? Rather than say WTF?, I say genius, Hats off sir Govind Tiwari Allahabadwalle!

Dear Nike, I am not a consumer…

I have been a Nike fan forever.

Just looked in the shoe rack and there are 5 pairs of Nikes of varying vintage there. I wear Nikes for work and play, my kids wear Nikes to school. Recently a pair that I use for my morning walk lost a rubber padding on the sole. So being a fan, I thought why not write to the company whose products I so love.

The email id put me off a bit. “consumercare.india@nike.com. While I do understand where the word comes from, I never think of myself as a consumer of anything. In Nike’s case, I am a fan, a believer, an advocate and more. I have a poster pinned up in my head from an old Nike campaign that goads me every morning, to wake up and run. It reads, “Either you ran today, or you didn’t”.

If I have to get in touch with Nike, alas, I have to come under the nomenclature “consumer”. I want to be a fan, perhaps a team member, a co-runner…

But I am only a consumer in their books. They have a section on their website under a link called consumer care policies. Care is a better word though. Policies, terrible…

All of this put a bit of doubt in my mind about my relationship with Nike, and since the mail was formatted, I shot it out.

Promptly comes an auto response from the server.

“Dear sender”

My relationship with Nike is coming apart 😦

P.S. To be fair to Nike. I did get my shoes repaired for free at the local Nike store.

Anna Hazare and lazy protests in a frictionless world.

I just signed up an Avaaz petition supporting Anna Hazare. Took me one click and a five field form. In fact my form was incomplete, saved my mobile number from getting into yet another database.

In less than 30 seconds I had posted my contribution on my wall for my friends and their networks to view and participate. Felt good that I did my bit in helping weed out corruption in India.

I am an armchair protester you see, sitting in an air conditioned room, connected to broadband wifi, clicking away. Ah my bit. The world is in safe hands.

This is not a post about us armcharists. But about how easy it is to rustle up a group these days.

I counted and then lost count of the number of groups there are on Facebook goading us to to support the noble man. My search showed me 183 pages. There were more, but I gave up. Hard work Nishad. I am sure you understand my pain. Social networks make it easy. Click on a button and you are done. No money either.

There are online petitions, Facebook apps, Twitter widgets, what-have-yous. And there are millions of us taking the easy way out. Clicking on the create a group tab on Facebook without even looking if someone else has created one. Mind you there’s a search box on top of the page. And it is easier to join a group than to make one.

Would my contribution be good enough if I didn’t create my own thing? I am a geek you see. The guy who does cool things. Clicking a button is for others.

Maybe I should have started a group that protested the formation of so many groups supporting the Lokpal movement. Would have been quicker. Damn I spent half hour writing this…

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