Tuesday, 14 March 2017

Book review: H is for Hawk by Helen Macdonald


If H is for Hawk, then Hawk is for Hope, Hunger, Mania and Wildness.

Helen Macdonald, a middle-aged Cambridge professor, archaeologist, falconer and poet, loses her way when her photo journalist father dies of heart attack. She starts dreaming hawks--about hawks, of hawks, with hawks again and again, till hawks became her inevitable. So, her self-prescribed 800-pound sterling worth antidote for her father’s death: training a “bulkier, bloodier, deadlier, scarier” goshawk. (Goshawks are the most secretive and bloodthirsty of the Hawk family.)

The goshawk becomes Mabel. “My heart jumped sideways. She is a conjuring trick. A reptile. A fallen angel. Something bright and distant, like gold falling through water.” writes Macdonald when she encounters Mabel. You meet Mabel. Mabel becomes the anchor of her life. Mabel becomes your anchor to the book. Thus begins the intense, demanding, and transforming journey with Mabel.

As Macdonald has no peers who have successfully trained a goshawk, she starts referring old books where authors have written their personal experiences or a guide book of sorts. But she keeps going back one particular book, The Goshawk. That book chronicles the failed attempts of T.H. White, an unfulfilled closeted homosexual, to train a Goshawk in the 50’s. Both their stories go in tandem. Both the stories are so exhausting, filled with sadness. There are times when you just want to put the book aside. But then comes Mabel, recurrently, like a breath of fresh air. Like a new born, experiencing everything for the first time, experiencing everything in a new light. Looking at everything with “infinite caution.” Engaging you with all your senses at the most as Macdonald (and you) tries to figure out what Mabel is thinking.

Macdonald is so close with Mabel; you feel like you are riding shotgun with them. As you travel with them, you realise Goshawks are every bit savage and predatory as big cats. Every time Macdonald removes Mabel’s jesses (thin leather straps tied to their legs) out in the woods, you hold your breath. You witness the extraordinary scene of Mabel hunting the pheasant, making the kill. You can’t help but wonder how something so bloodthirsty can be so graceful at its entirety.

As Cheryl Strayed (author of Wild) makes the walk, the walk back to the person her mother knew. Helen Macdonald takes the flight to find her father. But as Mabel and Macdonald move further into their relationship Macdonald realises, “hands are for other humans to hold. They should not be reserved exclusively as perches for hawks.”


Macdonald does not alternate between wild and mundane. They come together. The line blurs in her life. And that’s what you are left yearning for as a reader. For shots of wildness in your daily life. 

Monday, 25 January 2016

Taste the feeling...

TASTE THE FEELING... coke's new tagline.

I have been waiting for the new ads of coke to roll out for past week and it is finally out. Last week as soon as I read that coke will be changing the tagline from 'Open happiness' to 'Taste the feeling,' I honestly dint know what to think. It sounded very strange to me and I was honestly just looking forward for the reactions.
But, once I saw the new TVC's and OOH ads for the new tagline by various agencies, I liked it. It felt like I could get used to it (the new tagline I mean.)
'Open happiness' is more like a social nicety message, whereas 'Taste the feeling' is product centric. The tagline sounds like a F & B category tagline, whereas  'open happiness' could have been for anything, any product.
In this new strategy coke is using the same tagline for all their variants and I guess it is just trying to say that "Coke, Coke Zero whatever, its all just coke. It is the same old us at the end of the day."

You can see coke's all new ads here.

I am sure you will love it!

Saturday, 16 January 2016

Emojis- Modern day hieroglyphics


This poster. Deadpool’s new poster. No pictures. No masked heroes. No words. Just 3 emojis. So simple, yet so engaging.

Emojis have become an integral part of communication in digital platform. It has become so important that people feel—literally—that words are not enough to communicate and use emojis.
Like many good things (sushi, kishimoto, akihabara) emoji also has its roots in Japan. 2015 was quite a year for emoji. It became quite a phenomenon. It became 2015 word of the year. An emoji only chat and social networking app, Emojicate, was launched. Seriously though, is it even possible to get a message across only with emojis? Well, I definitely can’t seem to manage it.
But, emojis do make it possible for me to say something, or to be precise to write something sarcastic and make it sound like a funny, unintentional remark just by adding some funny, smiley emojis in the end.

So, leaving aside my evil intentions with emojis ; ) (see what I did there? He he,) they also lighten the mood, help fill awkward silences while texting, help in getting out of situations where we really don’t know how to react, they are what hand gestures and face expressions are to us during a face-to-face conversation.

This whole emoji business, is not just about pictorial representations of our faces and emotions, there are some daring souls out there developing a grammatical structure and system for the emoji language.

Digital is the most common and biggest medium for communication in our times, and emojis seem to function really well in this medium. So, move aside English and Mandarin, EMOJI is all set to become the new global language.

Tuesday, 8 September 2015

Aliens: To hope or not?

Proving the existence of aliens was a negligible conjecture until Yuri Milner literally bet on it. For many, this search may have a low probability. But don't you think the universe is too big for us to be all alone? There has to be someone else out there.

And when we do find someone out there, what then? How will we communicate? What should be our terms? How should we code our message? In Elvish? Klingon? Wookiee? Binary? 

What should be our message to them? Should we consider our Malthusian scenario and say “Earth is full. Go away.”

Or should we give them a friendly warning? “There are a lot of places on earth where common sense doesn’t apply, so brace yourself,”
Maybe we should let the fear of the unknown get ahead of us and lock ’em all up?

Milner has already announced a whopping $1 million for the best message. Hey, what do we know – the need for an ideal message might not come up at all. At the end of the day, whether Milner's search is a success or not, the only thing that scares me is the possibility of us being alone. Won't it be disappointing to know that we are the best creation that the universe could offer?

Sunday, 26 October 2014

Facebook's smartest newbie

The day could not have started with more buzz than this, my phone kept pinging on and on about Queen Elizabeth II's first tweet after opening the Information Age exhibition at London's Science Museum. Good for the museum, another good strategy to get people talking about it...
It is twitter so the whole world is talking about it.
Just when I thought that this would be the news of the day, another news alert from Mashable..
Stephen Hawking joins Facebook!
Looks like today is a Big day for social media
First thing I do..check out SH's (that's how Stephen Hawking signs his posts in FB) page. I mean duh..obviously The Theory of everything is about to release in few weeks and SH joins Facebook, this is no coincidence. Definitely a marketing strategy to promote the film... that's what I thought till I saw the page.
Looks like the scientist really wanted to connect with the masses.

In his first post he encourages us to be curious, then he shared the video of ALS Ice bucket challenge done by his kids, in his third post, he jokes about being an alien...
I should probably stop thinking that social media is all about marketing..blame my subjects,we only learn about social media being the latest tool for marketing anything and everything, even oneself.
Meantime, the so called intellectual banter among his disciples is something that caught my attention.

I found myself accepting with this man's comment. I'm sure even people without super human brain find these 'I love my kitty', 'I am sleeping', 'My new IPhone', blah blah posts boring.
Hers's another one..
I'm sure Stephen Hawking was not expecting a critical appreciation of who he is..

But my most favorite one was comment by Pamela Hughes:
"Beware, Facebook can teach you all about time dilation...You can spend an hour checking pages and reading articles and suddenly discover that 8 hours have passed in the real world."
That was a good advice!
One thing I realised is that, Stephen Hawking doesn't need a movie about him to create a buzz about him, he creates a considerable amount of buzz by himself..

Tuesday, 21 October 2014

Crowdsourcing- uber of the advertising world


The word crowd-sourcing has been making ripples in the marketing world for quite a time now. There has been a lot of ‘crowd-sourcing vs traditional collaboration’ debates online and offline.

Ok, for those who don’t know what I’m talking about, here is a quick walk through.
Crowd-sourcing is, an online distribution of tasks to a mixed crowd containing enthusiasts and experts.

The ‘task’ that is mentioned here, is getting ideas for advertisements for a product or a company from the general crowd.

It is basically a lot of people (general crowd) submitting their ideas, works for an ad. The selected ideas will be refined, worked on and made into an ad, which will be later telecasted. The owner of the selected idea will be rewarded.
Crowd-sourcing is everything that is not top to down approach. It is a non-linear model.


For ex: In 2013, automobile giant Hyundai asked its audience to write their own commercial for i10. The winner got a chance to act along with SRK in the TVC.

Companies such as Tongal, Zooppa, Popnet, and Ffffound are tapping the crowd for talent. They are using the internet’s real time impact to strengthen the connection between products and consumers.

 In Tongal, they are one step ahead. If you can give only idea, i.e. no videography or editing skills, No problem. Just send the idea, someone else will shape your idea. How thoughtful of them! In fact, even I have sent an idea for a slippers commercial (fingers crossed….)

The concept of idea can be found anywhere is pretty cool! Honestly I dunno why some of them feel crowd-sourcing is a bad idea.  It is just like citizen journalism. Right?!

Although, when you imagine an Indian giving the idea and a French shaping it up, it doesn’t sound like the intended result coming. The cultural difference will sure be a problem though. Maybe this is where the experts come in.

In India, even government turned to crowd-sourcing to give a makeover for its ads. India has always had pretty bad government ads. More than 2000 entries were received for the Independence Day ad call out, out of which 7 were shortlisted and telecasted.

A lot of big brands PepsiCo, Virgin Atlantic, Pizza Hut, Audi are embracing this concept. Why not, you get the work done much cheaper, get a variety of fresh perspectives, you have so much alternatives to choose from and you pay only the owner of the idea.

Right now crowd-sourcing is just a part of advertisement industry, it might as well become the future of it!

Monday, 20 October 2014

Lincoln's new spokesman

Looks like Lincoln has got a new speaker.

No, I’m not talking about the American president and those who have guessed it right yes, I’m talking about the American premium luxury car producer Lincoln Motor Company.

Lincoln MKC’s series of three ads has been garnering a lot of attention online for it has successfully used Matthew McConaughey’s potential as an actor.
(FYI: He is an Academy Award and Golden Globe winner)

Using Matthew as an opinion leader is a good strategy (roping him must have been pretty costly), yes, but the ads are just so philosophical. The campaign is named as #LiveInTheMoment

First ad shows him driving through city nightscape and talking about how going back is sometimes important so that we can always remember where we came from. Then the ad ends with a superscript of its campaign name #LiveInTheMoment.

Doesn’t really make sense does it. So, anything-that-will-be-put-on-internet-will-be-critiqued users thought it was one of the story campaigns where the story progresses along with each ad.

But, I guess they were wrong.

In the second ad, we see him driving out of town. He says how he started driving Lincoln even before he was paid to and that he drives it ‘just because he likes it’. Really? Great, now tell us something about this premium crossover car's features.

Then, the third ad, the most popular one (and anything-that-will-be-put-on-internet-will-be-critiqued’s most favourite one), he talks bull, literally. He calls it Osiris (Egyptian god, identified as god of afterlife) for whatever the reason and decodes the bull’s silence as telling him to take the long way. Weird isn’t it?


The third one seems to be the finale. His voice, actions (that finger thingy) are soooooo True Detective-ish. An other reason why the campaign is a success.

An other factor that contributes to the popularity of this campaign is the spoofs of this ad by popular comedy talk show hosts like Ellen and Conan.

I don’t know if these ads will help in increasing the sales, but it definitely has achieved the purpose of reminding people of Lincoln. Maybe the strategy all along was to make it a ‘Top of the mind’ brand.