there was this guy we called the Mink and he smelled funny. We didn’t know if he was or wasn’t in our circle. The one that met in the corner table under the stairs, where our parents couldn’t see us smoking. He once told us a joke about parents who called their son Pinku and daughter Pinky and then something lewd about their Maths teacher. The point is that he is a little ferret. A sniffer, a poker a peeper and a mind sweeper. He is ceaseless, endless, boundless, breathless and nonetheless. Opportunist is what the more eloquent ones called him, the dirty guys under the stairs called him a digger.

The Mink don’t care. He don’t care if he don’t fit. He doesn’t and that’s just it.

Sodden hair lopping around lopsidedly as he flops flopously by my sidey side. On my shiny side is the great bear. Starlight, star bright, the greatest bear you’ll see tonight. Hunched over his one by two cup of soggy tea garnished with the flaky flakes of ash and dandruff. The bear dislikes the Mink with a quiet envy that no one speaks about. Once a guy thought it would be funny if he told the bear a dirty joke about a sloth. The bear spat on his face and ripped out the pages of the slam book he was carrying. Natty’s entry was in the book. Gorgeous Natty who never even looked at us. But wrote entries in purple ink on the sloth joke teller’s slam book pages. They went around in college eventually. No point telling you how that ended.

The bear don’t scare. The bear don’t scare if he can’t get it. He don’t want it and that’s just it.

Kacchi was the median. The mean average in millimeters of rainfall. The nothing man. If you can’t eat eggs, you don’t break them and screw the damn omelette. Safe in every way. Show no pores and no water will flow through them, no muck will choke them. So he stayed closed and breathed through my gills. Everyone’s closest friend, nobody’s enemy. The flamingo on one leg. Ready to sleep and fly at the same time.

I was just there. Being everyone and no one at the same time. But that is a different story.

So like the Mink hurried in and got a Lights. The old Cowboy lights. We raised our already puckered brows. Mink was bouncing tonight. He finally had some money. That meant some innocent soul just got more miserable. Victim of the Mink’s racket. So Mink had a catch. I leaned closer to the twitching face waiting to exhale. The dirty dog with the innocent eyes. The child with wrinkles.

“So there was this thing in the Readers Digest which was like all about calories being burnt and all”. He looked up and smiled to himself. A health article, a magazine we can’t afford, he had our complete attention.

“So there is all this shit you do in daily life, and all the while you are burning calories. Imagine walking, cycling, climbing stairs, jumping out of buses, all calorie burning activity. Now you know how Mrs.Mehta is…”. We groaned. Even the bear gave a flicker of emotion. We knew how she was. Husband in the gulf. Daughter out of hand. Young boys going crazy thinking about her loneliness. She never cooked, got depressed eating alone. Her daughter was hauled up in school for her nose ring. Sobbing Mrs.Mehta at PTA meetings. Laughing Mrs.Mehta at the Annual Day show when the Principal tripped on the microphone wire. The Mink had reached new lows if he had pulled a fast one on her.

“So she’s all crazy about her fitness, my mom tells me Mrs.Mehta walks thirteen rounds of the society everyday”. It was hard to imagine the Mink listening intently to his mother.

“The witch’s number” said Kacchi, with his face in the smoke. I kicked his shin, the Three Investigators was going to the young man’s nimble head.

“When I read about that stuff in the magazine, I decided it was time to enrich her life with the wonders of simple exercise. I meet her one morning picking up the newspaper outside her door and say - Hey Mrs.Mehta you wake up this early?”. I knew he waited for a good ten minutes with his eye to the keyhole lying in wait for her.

“Why you are a early bird yourself! says she. So I take the plunge and tell her about early morning swimming lessons and pranayaam”.

Kacchi choked on his tea.

“Soon she is all in awe of me, clearly wishing for a similar energetic start to her dull days” the Mink continued. He always justified his cheapness by treating it as his benevolence towards a fellow human being.

“Then I nudge that wish of hers and talk about the article in the magazine. She listens and then shrugs her shoulders in resignation. What good has walking done to me, she says. I make my move. I tell her that there are simple exercise devices available today that are thrice as effective as walking. She falls for it. I say I’ll see what I can do, there is a guy in school whose father makes some, I can get one from him etc.etc. So its settled. For just seven hundred bucks, I promise to home deliver a sexy-dixy exercise machine by that evening, but I would need an advance. She shucked back through the door and returned with seven crisp notes pressed against her heaving bosom”. He fished out his five thousand pocketed wallet and sniffed old MK Gandhi with reverence.

We made horrified faces. He only grinned.

“You son-of-a-bitch. You bloody thief” the bear rose and the table heaved. Kacchi giggled. One puffy arm shnuck out and grabbed Mink’s greasy collar.

“I got her the machine you crazy oaf”. We blinked. Small time pettiness was alright, we all thought he had gone to far this time. But to fulfill a mad promise seemed almost, well, out of place for the slime.

“Of course I had to you dolts. I live across her flat. You think she’ll forget the money and let me run away with it?”. He had us now.

“So I go to Balu’s dungeon”. The store room of our corrupt PT teacher was notorious for having stowed away balls and brickbats of all kinds of sports, all issued for the students, all hoarded by the cunning cur. “You know the thing all those fools who run on sports day stand to receive their medals on?” Of course I did. Every Sports Day while the fools basked in their glory, I watched from the shade of the banyan tree, sulking in those skimpy white shorts and vest, streamers round my wrist, scrappy remnants of the hideous mass PT display. In bed at night, the chief guest shook my hand and the excited PA announcer screamed “First place, 100 meters dash, Sudeep Pathak”, the ground shook with applause and collapsed into the wisps of my cold dreams.

“No”. It was a statement. Kacchi was staring open mouthed. “You sold her the victory stand as stairs!”

The Mink was momentarily riled at his thunder being stolen, but recovered admirably “Well, climbing stairs, the Readers Digest said, burnt 160 calories compared to the 60 calories burnt while walking for the same amount of time, that’s almost three times as much”.

“Less than three”, said the bear, having sat down dumbfounded.

“So I go to Balu’s dungeon, old Sakha, the peon had the key and for a few mints he helped me heave it into the tempo. The tempo guy was a relative of my cycle repair man and I persuaded him to do the trip for forty bucks and some Real Orange juice from my fridge. Then its magic, I had wrapped it in some glossy newspaper from the Sunday supplements so it looked real chicky when I drove to Mrs.Mehta’s parking. She was beaming. I let her tear the bits of paper in her cat like frenzy and then purred the instructions in her ear”

“She didn’t realize what it was?”, I asked incredulously.

“Mrs.M never attends Sports Day. My mother says she’s scared of the sun getting her all dark. I had come up with a detailed workout explanation. You see, the numbers on the victory stand - 1,2 and 3 were all rolled into the routine so that her mind would be too preoccupied in counting her steps rather than try to figure out what the damn thing was”.

We turned to the sloppy muck our tea had turned into. The Mink had won. His plan had worked, He was richer by Six Hundred and Fifty-Nine rupees. “You’re a smart devil Mink”, I conceeded. Kacchi and the bear looked at me gratefully. Thankful that it was I and not them who had to be the one to congratulate the horrible insect.

“Thanks Man. Tea’s on me today”. Like some damn Hollywood hero. Rascal philanthropist, celebrating with cold, brown muck.

We left quietly into the steady drizzle, leaving no tip as usual. Mink wasn’t going to be soooo generous. Kacchi revved up his sisters’ Scooty and left with the Bear bring the suspension down to the pavement height.

“You know you can have your Phantom comic back, I borrowed it for checking out Diana bits anyway”. The Mink was certainly in a good mood. I didn’t smile. My emptiness grew as I walked with him to his house. The Ghost Who Walks. Mr.Walker. The Phantom. Ha ha.

“Want some juice?”, I refused instantly, I wondered how much the tempo driver must have relished it. Real Orange. Realer than the real mosambi juice he drank.

As I walked down the steps, I passed Mrs.Mehta’s door. The screen door was latched. The lights of her dining room shone on her motionless form in her balcony. She was standing straight, arms raised, eyes staring above at the bright stars and the black night. She was standing on the number 1on the victory stand. As I had done in my dreams after every Sports Day. Her face was radiant, cheeks flush with tiredness. But her eyes sparkled. She moved her arms in a horizontal semicircle, accepting the applause of every part of the stadium. What event had she won? I don’t think that mattered. She had won tonight, the moonlight was the herald of her triumph.

I ran back up the stairs to the Mink’s house. He opened it with a look of slight apprehension, perhaps expecting an unimpressed customer of a remarkable new exercise machine. He visibly relaxed when he saw me.

“What’s up?” said the miserable squeak.

“I just wanted to thank you for returning my comic and let you know that you’re a really nice guy”, I said.

He beamed. “Hey, no sweat man. Want some juice?”. I refused for a second time.

As I strode home feeling much less empty and with a special spring in my step I looked back at Mrs.Mehta’s dim shadow. Husband in Gulf. Daughter out of hand.

I saw the Mink wave at me from the balcony diagonally opposite to hers. I waved back. You will never be a part of our circle you squeaky bastard, I told him under my breath. He continued waving, I walked into the night.

A friend remarked yesterday, seeing a hoarding of David Beckham endorsing the new “snake-skin” feel MotoRzr V2 (thats a mouthful), “I wonder who buys products because a particular person endorses them”. True. I don’t know anybody who does. And I know a lot of people. Perakath seems to be most suceptible, but being a lawyer he doesn’t sway easy. Though he has a weakness for celebrities.

Which brings me to this:

Branding is utter bullshit.

Ah. I feel so free now. I was scared of writing this post while I was in my job, considering I earned my salary making corporate identities and doing branding for Indian SMEs. But this fact kept nagging me.

Somewhere in all the lure and the Landor, the companies forgot what they were all about. Good products. In the eternal spotlight of the manegerial mind, there are these a fixed set of rules and opinions. I met dozens of middle aged men, who spoke of brand value, positioning and markets. They were distinctly uncomfortable. They knew that despite all their well judged singles, in the end they needed some pinch hitting.

I’ll try and put it more systematically. The scenario I speak of is valid for India only.

1. Branding usually comes under the departments of business development, marketing and corporate communications. It is up to the former two to decide what kind of brand they want, which will create a niche for them in their current market. The latter is meant for the dissemination of the brand message across various channels within and outside the company.

2. The mass media holds undeniable sway over the minds of the decision makers. Their perception ofthe outside world is made through the newspapers, TV and the internet. Based on these, they formulate certain benchmarks in their heads. That is why during discussions with the design/ branding company, there are dialogues like “The way Sony is showing the future” or “The aesthetics provoked by Volkswagen”.

3. In recent times, there is a clear shift in corporate thinking. I frequently hear guys say, if you make anything at all today, it’ll sell. This is attributed to the growth in the middle class, purchasing power and increase in chimpanzee literature. Conveniently, the focus is now on what “Image” your company portrays. The product has become secondary. A very senior strategist once remarked “Technology is a no-brainer”. I beg your pardon?

4. Being an MBA is a dangerous thing. You have absolutely no knowledge of how the thing you are selling (whose sale is responsible for your 1000 buck haircut) works. This discomforts you, so you talk about “Image”. Honda even today has heads of marketing who have made their way from the shop floor into the boardrooms. Seems to work for them. You cannot just have branding out of randomness. Most people who ask us to help tell us “make us beautiful”. A new logo, some ads in the paper, nice stationery and boom! the company has reinvented itself. I beg your pardon.

5. I ask people why they want to undertake a branding exercise in the first place. In the discussion that follows, all our paths become clear. Branding is a way of defining your objectives, not a way of shouting louder than the other guy. Increasingly, corporate India will realise this. A brand helps define you, introduce you to a potential consumer. It seeks to make a bond with them. A good product lies at the heart of this effort. Innovations that make your product easier, better, cleaner, smarter are more precious than a pompous Preity Zinta.

I don’t think I have been very systematic. Maybe I’ll edit this post later. Maybe I won’t. The feeling that something deep down is very wrong with the process, still nags me. An immediate, well-defined solution may not be visible now, but will get clearer. I feel that inherently, there is rationality and logic in the way the system behaves. Monopolies in the media have left people with no choice but to embrace convention. Moreover, there is a great degree of honesty and sincerity in Indian companies. They have worked for years to perfect aproduct, and now that they have it, they enter uncharted waters. The shift from sellling to retailers to selling to consumers is one that they are not prepared for. And that is where they are exploited by ad firms, design studios, consultants and the media. It hardly seems fair.

They are everywhere. Them little things.

The ones that make you take a pause and appreciate the beauty of human intellect, whether it be someone else’s great idea or even your own piece of breakthrough thinking.

There are, well THESE little things:

1. ENSO:

A wonderful little software program that brings out everything that is good and true about user interfaces and computers. Its a tool that lets you do unnecessarily round about tasks on your PC in simple ways.

ENSO works all the time on your PC, you just have press the caps lock key (which is VERY conveniently situated) and a transparent command window appears. Here you can give commands to open email or calculate or wikipedia search, everything then happens on its own. Its like a script that interfaces with you and then goes and interfaces with all your other software programs and tells them to behave how YOU like them to. You can even teach it commands to open your favourite programs or go to your favourite sites. It even has a words based version that checks spelling and accesses a thesaurus real time.

I find it very nice to use. Most keyboard driven computer users will. For me keying in a commnad to open itunes works much better than finding twinky icons all over the space.

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You can even select text anywhere and ask ENSO to search them on wiki, or find synonyms etc.

Basically you run the whole show in one command window. I even control volume and choose which albums to play with its built in script. Very neat.

ENSO is made by a company called Humanized, (www.humanized.com) whom I thoroughly endorse. They made the interface for the website Songza (www.songza.com) which led me to their site.

2. Chicken Triple Schezwan Rice:

Or simple chicken triple as its called in these parts is the most wholesome, nourishing, value for money Chinese meal you’ll ever find. Ordering a noodle + gravy always leads to a wastage of gravy. Gravy + Rice is better but you still have to buy two dishes that cost more together.

Chicken triple costs only slightly more than noodles and comes with rice, noodles and a chicken gravy. It comes in sick quantities that suit my appetite and after every meal I have to walk around a bit for everything to settle down.

This is a shack special dish you won’t find in hoity-toity Berco’s and all, thank goodness for that. Indian Chinese rules!

3. Cinthol Regular Bathing Soap:

I find this green slab in the bathroom replacing good old Pears and ask my mother about it. All she says is that “Its Summer”. How true. While all these new creamy-sheamy soaps promise moisturising utopia, Cinthol is cool, dry and very fragrant. You can easily not wear a deodorant if you like the smell of this soap, because it stays all day.

Its ridiculously cheap and lasts ridiculously long, a combination which would normally have soap companies smacking their foreheads. Most soaps are MADE to finish as fast as possible, I once worked in a Chemistry lab where one of the guys was doing the same for toothpaste.

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Anyway, good old Godrej rules. A truly superb product for Indian summers. Even the packaging is grea. Its just red paper with text in white. It contrasts really well with the soap colour.

The world is a conductor of acoustical resonance. The world is full of bouncing people. The chemical brothers make them bounce. If even one human being bounced a little low, the world would be a tad sad.

Meg says she thought it was a beautiful idea. Her cheeks have expanded to accomodate a little more age, they smoke Detroits. A school teacher once claimed it was called De-true-ah, because the French named it. We’ve never been there, but they say thats where the Mo-Chines come from.

Keb-Mo made a sweet sound. It acoustically resonated through the medium strewn with bads things made by bad people. People who forgot how to bounce. Who wanted to get there fast, who shrank it all. Made it smaller, compact, portable and wireless.

It is said that when your soul goes to heaven, it resonates with the very atoms that make you. To achieve this Harmony, you have to be dead. While you live you try to outdo your matter. The matter wants to spin, stablize, give or take a few of those little things and keep you going. But we don’t know what the matter is with us.

We are feeling a tad sad. The black thing buzzes, there are instructions from the flat man. He don’t never bounce. Money swells like an ego and you can’t bounce with loads like that. The brothers don’t like the flat man.

The brother mix a new brew, its freshly stale. They’ve done it again. Clouds were their carriers once, now they refuse. It rains a little less.

We don’t plan, we are great actors. Spontaneous combustion makes us go, we remember the 10 digit codes, call loved ones from memory. Our batteries die, our faces darken with the spite of the great motormobiles.

Somewhere everyone is missing the point. They are searching us on Facebook. Their machines beep and their hands stamp purple splotches on my ticket. Going through the gates, cattle joust. We don’t like the air here. There are too many flat men. We see the point.

We end.

Escape

The city beeps and whines and

Spews and spouts and scalds and burns

We cower, contort, curse and curl

Hover, holler, howl and hurl

Whirling swirling numbers

Cast your evil spell

You show us how unfortunate we are

How ghastly and unwell

Green lights, amber lights

Red and blazing yellow

Let us leave this cha-cha-cha

and do the fandango

 

Generalist. That is what I have been defined as. I think that may not be a good thing, but that’s how it is. One who knows a something about a lot of things, but not everything about one thing. So it is, it seems.

I am coming to terms with this. To realise that the equation has an answer that is approximate is an undeniably mathematically irritating thing.  So I have come to terms with being (swallow) a generalist.

But this place is not about me. It is most certainly about a lot of other things. Like design, consumerism and football.

Three deleted blogs and one withdrawn membership later, sense prevails. Write for yourself, not about yourself.

 Here is a poem, it is the bestest in whole life types. With the blessings of Blake and cursing of WordPress I begin.

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The Fly

Little Fly,
Thy summer’s play
My thoughtless hand
Has brushed away.

Am not I
A fly like thee?
Or art not thou
A man like me?

For I dance
And drink, and sing,
Till some blind hand
Shall brush my wing.

If thought is life
And strength and breath
And the want
Of thought is death;

Then am I
A happy fly,
If I live,
Or if I die.

- William Blake