An ostrich, an Albatross, a beaver and a phoenix walk into a pandemic…

Ostrich buries its head in the sand.
(actually doesn’t. but metaphically does)
Brands that never got out of the PSA mode. Brands that actually could do something useful, but instead chose to eject platitudes out of their insincere mouths (with those ‘unprecedented times’ and ‘we are here for you’ ads). The Marie-Antoinette of Brands who managed to be tone-deaf inspite of having actual humans running the show.
And then there are brands that actually do amazing commercials – commercials that move you, spur you into action. You wish you had done such ads. But then you realise who the ad is for. A platform of misinformation, an enabler of autocracies (Sheryl Sandberg actually wrote ‘I am fine with this.‘ when shutting down voice of Kurdish minority seeking support while getting bombed by the Turkish strongman. Well, listing all of facebook’s misdeeds would turn into a tome. Read Antisocial Media by Siva Vaidhyanathan instead or An Ugly truth by Sheera Frenkel & Cecilia Kang.)

The majestic flying beast falters.
The mighty flying beast, The Albatross, unaccustomed to walking on ground, much less the uncertain and treacherous ground of pandemic, falters, gets taken advantage of, is jeered at. His giant wings coming in the way of walking, it falters where it could soar.
Airline brands, lifestyle brands, hospitality brands even Healthcare brands… The uncertainty and ugliness of the times cost some businesses heavily, without their own fault. Fate was unkind to them. Many of them chose to be mute when it comes to branding and communications. And it was a wise decision. The time demands us to be useful, to be silent comrades. So when brands could, they did try to be useful. Like hotels turning into health infrastructure, factories manufacturing ventilators, and that’s something to be proud of. No matter the weak sentiment now, the weak performance in stock market for such businesses now, they stand to be repaid in gratitude when situation eases. They need the ramp of digitization, tax breaks to take off again. Hopefully, they will get the help they need in time.

The beaver soldiers on.
The beaver keeps building what he was building before the pandemic. He is stoic and agile. If his dam gets damaged, he promptly gets back to repairing it. There’s no place for sentimentality or pause for him. He has domesticated his feelings and is on work-mode, all the time.
We need the stoics. The FMCG, retail, logistics companies and brands that ensured that the people staying home have access to all necessities and the ones who are desperate find some support, some subsidy.

These are institutions like Tata that stood by their employees unreservedly. These are also brands that pivoted with emerging challenges like Marico prioritising easy to make food categories or FMCG players expanding their hygiene offerings.

These brands find a way to keep going on. They reframe the conversation, and respond to emerging situations as necessary.
These brands also aid in escapes. escape is vital in recovery. As we recover from the pandemic, we need humorous and inspiring escapes. (BurgerKing, Cheetos, etc.)

Here are some examples.

Check out the cannes Lions winner playlist to see more good work.

The phoenix soars out of ashes.
The phoenix that rose in the ashes of pandemic. Well, the metaphor is slightly skewed here. Here, the ashes are external not Phoenix’s own. the phoenix is an opportunist siezing the day, dragging the world ahead in its wake.

Digital platforms. Green energy. Surveillance economy. Meme stocks. The pandemic was a gulf stream of accelerated trends.
When it comes to brand and comms – check out Tesla’s stunts or food aggregator apps’ social presence.

Which acts/ campaigns were phoenix in your perspective?

Truth about ‘being human’

Salman Khan is not merely an alleged criminal, a terrible actor or one of the most influential and loved people in India. He is a new archetype for the 21st century India.
He is an archetype that answers a quintessential Indian yearning.
Unfortunately the yearning reflects how pathetic and infantile humanity can be.
When infants, we believe that we are at the absolute center of the universe, where all our acts deserve recognition and appreciation. To grow up is to grow out of this belief.
The ‘Salman Khan as an archetype’ answers the yearning to be forever an infant. To forever enjoy consequence-less freedom.

People refuse to see the bad in him. The ‘true fans’ of this horrible person get readily offended and aggressive when someone speaks ill of their ‘bhai’. When someone points out facts of his monstrosity – allegedly killing homeless people, making his driver a scapegoat (what a ‘hero‘!), allegedly killing a harmless animal, domestic abuse, intimidation…. – the fans shut their ear holes and eye holes.They rage with blindfolds on.

vaibhav_upadhyay_acting_

They see him getting away with alleged homicide and general assholery. And they rejoice in him getting away with it.They idolise his nonchalance. They refuse to see the injustice of it all. They badly want to believe in him. His PR stunts with ‘Being Human’ are enough for a lot of people to rationalise his criminality. They say that he is ‘dil se accha’ (with good heart) as if they have spent years living with the man to know him inside out.

Why should they get so protective about a person, who already has all the protection he needs? They are not related to him nor will they benefit from him in the real world. They are more likely to die under his drunken driving next than to have a drink with him.

They want to believe that they too can get away with their infantile adventures. They want to believe that they too can be successful and fabulously rich without trying, without merit. Salman, for them, is the beacon of hope for someday achieving consequence-less power, for being the ultimate marzi ka raja (king of his will) 
This explains his appeal but not the love he enjoys.  The source of love for him is in our shitty culture. He is the anti dote to forces of modernity and liberal progress. He is the patriarchal Übermensch. What’s more, he makes patriarchy cool. He treats women like shit in real life and everyone for that matter in his films. See how he looks at (or more likely, doesn’t) other characters in his films. His gaze is vacant or at best disinterested. Some say it is bad acting, I say it is his personality. People don’t love bad acting. People love his personality. It is cool to not give a shit about anyone else.

In his films, women are mere pretty props. I guess, he can’t appreciate the reality of relationship and hence can’t succeed in any. The time he had to deal with a real relationship, he ended up physically and mentally abusing Aishwarya.
This is something that the millions of young men identify with. People have grown up in a culture where men do not talk to women. Women forever remain alien to men. Men forever try to ‘control’ the women. And as women become more and more powerful in relationships, men are increasingly confused and angry. The patriarchy identifies with Salman’s confusions and acts of terrorism. They see him as the unfortunate one, the one who is innocently charged of abuse, where it is a man’s right to be abusive. They want to believe that patriarchy will prevail.

Hir films are patriarchal utopias; damsel in distress, macho heros. He takes off his shirt to cover bodies of objects called women. To deal with the problem of modern feminism, his characters are the wronged ‘tere naam’s.
Of course he is suffering. The poor misogynist.