THE PHENOMENON CALLED IPL

The year was 1975. The peak of the English summer. Sunil Gavaskar, India’s little master, had just played one of his trademark innings; steady, circumspect, and featuring only copybook strokes. After 60 overs, he stood undefeated on 36. It would have been the ideal test knock. Only it wasn’t a test match. Far from it. India was playing England in the opening game of the inaugural World Cup.

The results didn’t surprise anyone: a thumping victory for England. Chasing England’s mammoth 334, the Indians crawled to 132 in their quota of 60 overs. Clearly they hadn’t yet figured out one day cricket. It would be several years (and countless drubbings) before Kapil Dev Nikhanj—of the genial smile and the never-say-die spirit—would lead India to her first and only World Cup triumph. Twenty five years on, and one day cricket looks to be under serious threat from a further trimmed down version of the game: Twenty-twenty cricket!

Purists can keep whining about how the hype and the hoopla (and the scantily clad cheerleaders) surrounding this format is degrading the game itself. The public can’t seem to get enough of it. That the Indian team was able to make an impression in the first major T20 tournament may have a lot to do with it. They won the inaugural T20 World Cup in style, beating Pakistan in the finals. The nation went mad. Mahendra Singh Dhoni and Yuvraj Singh—their test records notwithstanding—became the new poster boys of Indian cricket. They pocketed crores, appeared on every major television channel, and had a whole nation guessing as to which one of them was actually dating the ravishing Deepika Padukone.

Then IPL happened. Cricket joined hands with corporate India and Bollywood. Millions of rupees were pumped into the league. The glamour quotient shot up tenfold. Cricketers—Indian and foreign—were paid astronomical fees to play in the league. The league itself was projected as the next big thing in the cricketing universe. And it worked. The fans waited with bated breath; waited for the league to get underway.

Indeed, the IPL is a marvel of modern day marketing. After India’s tremendous showing in the T20 World Cup, fans were hungry for more. Recognising the opportunity, a few enterprising men set about designing a winning product: the Indian Premier League. They displayed vision and imagination, evolving a whole new format of cricket—one featuring both Indian and overseas players; the stars and the wannabes. And once the product was ready, they went about advertising it with gusto.

And what an impact the product has had on the market; how well it has sold. Practically every game is a sell-out. When it comes to television too, the IPL games have easily displaced daily soaps from the popularity charts. The league is still only in its halfway stage but the verdict is already out: the IPL is a roaring success!

The need to innovate; to be alive to opportunities; to think out-of-the-box; to understand consumer psyche; to promote oneself… there are plenty of lessons to be learnt from the success of brand IPL; lessons we’d do well to imbibe. We are a brand ourselves, aren’t we?

- Ed.

THE TRANSFORMATION

This article sums up the (fiscal) year that was for team Mustard. The ups and the downs. The highs and the lows. Contributed by Soumitro Mukherji, who, these days, loves to flaunt his new title. It reads: Chief Brand Custodian, Mustard Communications. Neat, huh?


Sounds like the title of the latest tome from Robert Ludlum? It very well could be! Let us examine it in slight more detail, especially in the last 3 months at Mustard.
But first, what does a process of transformation essentially entail? It means it is not a snapshot of change at a point in time but a gradual change over a period. What changes? The very basic building blocks – the DNA or the atomic structure of an organism undergoes a significant change so that the new organism feels different, speaks a different language & most importantly acts differently. (Any resemblance to the “walk engliss talk engliss sequence from Namak Halal is absolutely intended) At Mustard this transformation was seen in the people, in the processes followed & finally in the qualitative & quantitative results achieved.

People- The start of the last quarter marked a significant change of guard at Mustard with Santosh, Hirak, Amit & Naresh deciding to move on and their places were taken by Saurabh (web) & Prabakar (graphic design). Gaye char aur aye do? Bahut nainsafi hai yeh – the ever present Gabbar in me thought. This was the beginning of the transformation which really illustrated the adage that “when the going gets tough, the tough get going!” Prabakar quickly (within 3 days of arrival) did not let us feel Santosh’s absence & Saurabh worked manfully to fill the tremendous void left by Amit & Naresh’s departure combining both designing & programming skills. Seamlessly, Ravi rose to Saurabh’s support on the design front & of all people Priya took it upon herself to guide the missile called Prabakar. Other significant role changes were the movement of Arindam to the Ministry of Strategy & yours truly being consigned into the marketplace.

Processes- Slowly “strategy led design” actually became the order of the day, multi-tasking was no longer frowned upon by the “creative types’ with Bishi leading the way managing Metso Minerals, Priya completely taking over Asian Paints, Ravi guiding Atul’s fortunes & Arindam orchestrating our entire overseas business! Yes you heard right guys. Client pitches are made entirely basis a case study based presentation, every RFP (request for proposal for the uninitiated) is followed by a brainstorming, creative strategy is articulated, visual guidelines are drawn up & brand name & logo decisions are taken after decision parameters are drawn up & evaluation grids filled rigorously. Weekly reviews internally & monthly reviews with the CEO have also started.

Results – Collections in the last 3 months have been at almost twice the running rate compared to the previous period & salary cheques have been issued on the 1st of the month! Mustard has been instrumental in naming a new company from the D&B stable,
The Economist (London), JansenJager (Holland), Metso (France) & Metso (Singapore) have been added to the client list, RR Kabel pitch has been a success & we have reached the final stage of the Reliance Digital multi agency pitch.

Maybe its time you looked at Mustard with different eyes & spread the good word around. Archana Sharda (Metso) did as did Mouli (D&B) – ask them for their post recommendation experience. But of course there has to be a party pooper, in this case Robert Frost who wrote “the woods are lonely, dark & deep, but I have promises to keep, and miles to go before I sleep”… As I look afresh at these iconic lines I am struck by the thought of how truly reflective they are at this juncture of Mustard’s Pilgrims’ Progress…

BLUE BYTES: THE YEAR THAT WAS

This article took a long time in the making. The author would keep citing writers’ block as reason for the delay. Well, inspiration finally struck late last evening. And this piece was complete in a mad burst of industry. Piyush Jain it is, who writes about Blue Bytes.

Last year, which incidentally coincided with completion of my first year in Blue Bytes, can be easily be stated as the year of the Byters—winning 3 out of 5 awards at The Blues function stands testimony to this fact.

While the service was incubated for 4 long years within the organisation, the management had immense faith in its potential, faith which we have probably lived up to. The financials might still not look great but we did manage a four-fold growth for the year.

So what has changed for Blue Bytes in the past year: to sum it up, I would say we started dreaming, and dreaming big. And like they say: ‘Dreams are like stars...you may never touch them, but if you follow them they will lead you to your destiny’.

A strong foundation has now been laid. We are standing at the threshold and as Malcolm Gladwell mentions in his book- ‘The Tipping Point’- the magic moment will soon arrive to tip and spread like wild fire.

... THE TOUGH GET GOING

This freewheeling article was contributed by Archana Sharda. Archana heads team Blue Flame. Her team finished 2007 on an account-winning spree. Archana feels 2008 will be even better.


Open Road
Sleepless nights, erratic meals, deadlines—I am not new to such phenomena. Only off late, they seem to have taken over my life. I guess it’s the natural consequence of turning from manager to entrepreneur. I remember the day I had joined Blue Lotus, all eager to start with a new assignment where my KRAs (that’s a bit of HR terminology for you) laid emphasis on business development. It wasn’t exactly virgin territory for me, but I had never done it alone. I was thus lured and followed the trail.

Turning Point
The job wasn’t as easy it looked at the outset. But before starting out there was a bigger task to be accomplished: getting the house in order. From computer terminals to a water dispenser—everything had to be arranged. Basic PR training to my team members became a self-imposed mandate. As Maslow had theorized: fulfill your basic needs first. I, however, had to ignore the second and the third levels of his theory and move on to realising the need for self esteem.

When the going gets tough, the tough get going
With man and machine in place, I embarked on a client prospecting spree. Wherever I went, people either gave me bored looks or just ignored my sales spiel. They had heard the same thing many times before. Six months later, I was close to the point of exhaustion and frustration was beginning to creep in. But there was still no ray of hope on the ‘Blue’ horizon. I called my CEO in despair and, buoyed by his pep talk, hit the road again. Within weeks, we had our first client: India’s leading training and consulting organization, part of a multimillion dollar group.

Then simultaneously I could even manage to convince an old acquaintance what PR can do for his pharmaceutical manufacturing company, so here was Delhi region with two accounts in a single go…the journey had just started, I am stretching my muscles (brain dear, what did you think!) even more these days, acquiring clients is not that difficult, maintaining the client expectations, desired service levels and retaining them is what matters in the PR industry, for us, its reference marketing that helps, PR advertising for itself may just contradict our very own existence.

Today, the Delhi region has a total of five clients (one of them still has to send us the signed contract; I only eat my lunch these days after calling and reminding them of the same). We have been able to contribute to company’s recent press release announcing the signing of 10 new clients in the last two months. But believe me, the roller coaster ride has only just begun. The biggest challenge will be to provide quality work and creative thinking for our clients.

No rocket science
I know there is no scientific way to winning business, no classroom negotiation lesson. What works is a mixture of persuasion and perseverance, and I am sure my counterparts in the other centers will vouch for that. What is required is to think and act together as a team. I am sure quality will run in automation in the background and I will not have to keep my fingers crossed while presenting PR reviews. I hate to start with ‘If all remains well…’ I would rather say – I am sure I’ll be able to achieve much more. The targets for the new financial year have already been graciously bestowed upon us by our very efficient Accounts Head (do I have to name him, he is a popular guy) and I look forward to touch the finishing line.Till I am asked again to write a lengthy insightful article.
Au Revoir!
All the best
Work hard, party harder!

THE PRESTIGE

This film review was contributed by Subhash ‘The General’ Pais. Subhash heads team Blue Warriors.


While I had been intent on vomiting out my entire dictionary of obscenities by writing a review of Tashan, something happened along the way that made me write this one instead.

I had been begging Shikha to lend me the DVD of the film, The Prestige, for a while now. Her standard reply would be: ‘Hey, what the f*** yaar, Shon has it. I need to get it back from him.’ Being the avid film consumer that I am, I was literally starved until last Saturday when I finally got my hands on the coveted DVD.

The Prestige features Hugh Jackman (X-Men), Christian Bale (Batman Begins), Michael Caine and Scarlett Johansson (do I need bother) in the lead roles. The film is written and directed by Christopher Nolan, one of the most gifted writers of this era. One has only to look at his incredible body of work right from Following, Memento to Batman Begins. Only Nolan could have driven Heath Leger to suicide. Great directors are capable of that.

The Prestige begins with a wonderful observation by the wise Harry Cutter (Michael Caine): “Every great magic trick consists of three acts. The first act is called ‘The Pledge’; the magician shows you something ordinary, but of course… it probably isn’t. The second act is called ‘The Turn’; the magician makes his ordinary thing do something extraordinary. Now if you’re looking for the secret… you won’t find it, that’s why there’s a third act called ‘The Prestige’. You know you are in for something special.

The Prestige has a lot of underlying layers of complex themes, drama and tension to the characters of Alfred Borden (Christian Bale) and Rupert Angier (Hugh Jackman). Throughout the film their mutual obsession for each other is due to a back story detailing their past. A past where they were initially friends—rivals even—and apprentices to the magician Harry Cutter (excellently played by Michael Caine). Borden and Angier's obsession is not just in ruining and sabotaging each other's magic tricks and lives, but also trying to find out each other's secrets as they both learn magic tricks which amaze and thrill the gentry of London's stage. From the beginning of the film these two characters begin a journey towards a path of destructive behavior which puts not just each others lives at risk, but those who they care about. All of it in the name of humiliating and upstaging the other due to a tragic incident early in their mutual careers. These two individuals are not sympathetic characters and one should applaud Christopher Nolan for not softening up their hard edges.

The two leading men bring to life the charisma and strong personalities that will make the audience root for one or the other. Should they root for the charismatic and born showman that Hugh Jackman's Angier character exudes or go for the perfectionist that Christian Bale’s Borden whose technical skills surpass that of Angier's but whose introverted and brooding personality gives him little or no stage presence.

Both Jackman and Bale play their characters well. The film wouldn't be so good if it wasn't for the work of these two actors. It helps that they're surrounded by quality supporting characters like Michael Caine as the seasoned, veteran mentor to the dueling magicians. Even Scarlett Johansson does very well with the part she's given. It's a part that many see as more of a throwaway character; a very good-looking distraction for both the story and the audience. But she gamely plays the role of pawn for both Angier and Borden. Unlike Michael Caine's character who remains the singular voice of sanity in the film, even Johansson's character of Olivia gets pulled into the obsessions and betrayals that's plagued both Angier and Borden. But in the end, she's just part of the process of ‘The Turn’ and if you watch closely right from the beginning she's also a clue as to the secret of one of the amazing magic tricks shown by the two magicians.

The Prestige has a distinct look: 19th-century London just before the start of the new millennium gives it a certain sense of Victorian-era familiarity. Production designer Nathan Crowley shows a London at the height of its Gilded Age, but soon gives way to a certain steam-punk look as inventor Nikola Tesla (played alarmingly well by David Bowie) makes an appearance during an integral part of the story. It's the ingenious looking technology created for the Tesla sequence which finally gives The Prestige its root in fantasy and science-fiction. The film doesn't dwell on this new development but from that part of the story and until the end, the film takes on a look and feel of a mystery-thriller.

My suggestion to all those who have wasted money watching Bhaiyya jees, Bikini jees and His Sissyness, would be to go and watch The Prestige. It’s the way movies ought to be made.

THE LIFE OF OTHERS

This piece was contributed by the latest entrant into team Mustard, Sneha Piareji. She writes about an off-beat German film and the impressions it left on her.

I recently happened to receive a number of mails from friends who’d seen the critically acclaimed film, The Lives of Others, and thought very highly of it. They all urged me to go and watch it. I made a mental note to catch the film, but unfortunately it was taken out of the theatres before I could make plans. Possibly to make way for a Bollywood staple.

My roommate had a pleasant surprise for us one Saturday evening when she got back from office. She had managed to get hold of a DVD of the film. The rest of us rushed through our chores and were soon assembled in front of the television. We were about to begin when the same roomie received a call on her cell—one of those never-ending calls. So it was only after a thoroughly frustrating half-hour delay that we could begin our private screening.

The film is set in Germany in the year 1984. The film explores the root cause of fear during that era. I was able to relate to the protagonist, his loneliness owing to the cause he had dedicated his life to and a total disillusionment around the end of the film. I had been through a similar phase once. I had foregone comforts and abandoned responsibilities. My decision had not just affected me, but also those who were close to me. Halfway down the journey, I began doubting my decision. Maybe this was not what I wanted; maybe this was not meant for me. Was it worth the pain, the trouble, the loneliness?

The film showcased the operations of the Stasi who were hated because they made it their business ‘to know everything’. The film portrayed ground realities and we found portions of it a little extreme. We later discussed the film and thanked heavens that we weren’t under any kind of surveillance. Sometimes even genuine enquiries by well-meaning neighbours make us uncomfortable. Imagine what it would be like to be constantly under the scanner.

I had always imagined Germany as this cold, distant land populated by cold, unfeeling people. I ascribe this outlook entirely to Hollywood. Maybe the films I have seen and the characters in them have something to do with it. Perhaps the history lessons in school involving Hitler and his troop of Nazis have also coloured my vision. But it all changed when my brother gave a personal account of how people over there really are—open, warm and friendly.

I felt glad in the end of the film with the ‘fall of Berlin wall.’ I suddenly remembered Doordarshan. Even though it’s been long, I somehow remember the crowd celebrating the meeting of East and West Germany. I wasn’t glad for Germany, but the fact that I remember the scene played on the news, though just a fraction.

AT LUNCH HOUR

This was meant to be a restaurant review. But it’s turned out to something else altogether. There is the odd mention of food though. Contributed by the Ed.


1 p.m. A faint rumble in the region just above my belt signals the onset of lunch hour. I step down from my artificially-lit, air-conditioned, fourth-floor office into the bright sunshine outside.

The familiar awaits me: streetside vendors not plying their wares, choosing instead to chat and argue among themselves; female tourists—large, loud Caucasians with huge folds of puppy flesh dripping out of their low-waist khakis—getting their hands hennaed; the petulant dwarf in a Pathani suit swearing gruffly into his Nokia 6610; pokerfaced taxi drivers refusing to accept fares to anywhere.

I step gingerly onto the sidewalk. Hours of staring at a computer screen has left me a trifle disoriented. I negotiate my way around countless blobs of spit-snot-paan spittle to get to my destination: New Martin’s Hotel.

I have never been able to figure out why the majority of Goanese restaurants are called Martin’s. Either that or Uncle’s Kitchen. Sometimes an extra something is thrown into the above combination to give you, for instance, an Uncle Joe’s Kitchen. But that’s about all the variation you can expect.

This particularly eatery is a rather tiny affair with seating arrangement for exactly twenty people. I go and sit at a table for four already occupied by three men. That’s one of the advantages of eating alone. You don’t have to wait ages for a free table.

I order a chicken vindaloo and as I wait for my order to arrive, I unwittingly become a part of the discussion unfolding around me. Not that I actually, physically participate in it. It’s just that as I listen, I find myself mentally agreeing or disagreeing with certain points, forming queries and retorts in my head. Although they’re conversing in English, it’s evident that two of three men are Bengali. And like most Bengalis, they’re discussing the state of politics in West Bengal.

The third person doesn’t seem to have much to add to the conversation. He nods a lot though and utters the odd monosyllable in between mouthfuls of Goa sausage chilly fry. After he’s done with his meal, he says a quick goodbye to his friends (or colleagues, perhaps) and departs. For a while, the only sounds are those of knife and fork clanging against cheap china.

“So Prabal da, do you want to order another dish,” asks the younger man, breaking the sudden lull in conversation.

“No. I have already overeaten”, replies the second, professorial-looking gentleman.“By the way”, says the young man with a slight wink, “I hope you know what we’re eating.”

“Steak, right?”

“Yup, beef steak,” replies the young man, a huge grin on his face as though enjoying a private joke. He looks at the professor as though waiting for a reaction.

The professor continues to eat, unfazed. “So what? I eat beef. Sometimes.”

By this time I am done with my vindaloo and step over to the counter to pay the bill. The two gentlemen are still ruminating over something. But now they’re out of earshot.

I get back to office and scribble in my notepad: two Bengali gentlemen with leftist leanings eating beef steak at a Goan restaurant. Interesting scenario. Write about it.