It happens often. And it can drive you crazy. Atleast it happens to me. You suddenly remember a song, and then you want it badly. So badly that it can drive you insane.
It happened to me again.
From somewhere out of the blue, an old kannada song called ‘halli daariyalli’, started to haunt me. A song that I vaguely remember seeing Kokila Mohan dancing in some jazzy dinchak outfit. A song that had made my new ‘Dyanora’ color tv proud, some years back.
I kept tossing and turning last night in my sleep, trying to remember the song fully. I woke up singing the same tune. I could not take it any longer. I needed it. And needed it really bad.
I tried googling it with no luck.
Then I youtubed it. And i found this interesting clip. Though it isn’t the original, I must admit that the dude out here has done quite a brilliant job of it. So watch it to get an idea of what this post is all about.
I had no clue which movie it belonged to. But I could have betted that SPB was the singer.
So, with this limited knowledge I first went to the neighboring music stores, Planet M, Music World, Calypso and a few others. Unfortunately, noone knew what I was talking about.
And then I remembered this unique tiny shop called Totalkannada.com located in the basement opposite Pai Vihar, Jayanagara, a shop completely dedicated to kannada movies, music, books and other “Jai Karnataka Maate’ paraphernalia.
This was my last resort. I was going half mad. And I hoped and prayed that I find it there.
As I entered, a salesgirl was sitting at the counter. A simple young kannadiga girl, who was almost dozing off to some old kannada melody on the speakers that was apt for a sleepy afternoon like this. There was another lone customer loitering around and messing up the alphabetically arranged Vcds.
One look at her and I was convinced that she would have no clue either.
With full anxiety, I leaned over the counter and whispered adding the customary ‘maydam’ before every sentence to sound as authentically kannada as possible….
“Maydam, ondhu haadu hudukutha iddini…..(I’m searching for a song) …….halli daariyalli”
She turned down the volume of the speakers that was playing ‘Namoora mandaara hoove’.
I repeated my request ‘Maydam…halli daariyalli’, with an irritating eagerness that I didn’t care to hold back.
She turned the volume further down and closed her eyes to concentrate on getting the tune of my request.
I impatiently waited for that one customer to clear the field, and then cleared my throat.
“Maydam …haadla..(can i sing it?)”
She nodded impatiently.
I looked around and broke into the song accompanied by a half-hearted jig, to add some excitement to her memory jogging process…..”Halli daariyalli……tan ta daan ta da taan ta da taan…” and abruptly stopped, wishing that her imagination would take over with this cryptic clue.
She gave me a look as if to say “Go on…don’t stop, it’s coming …it’s coming in my head…keep it going”.
So I took a good look around and continued….
“Halli Daariyalli……tan ta daan ta da taan ta da taan…
Thampu breezinalli…tan ta daan ta da taan ta da taan…
hmmmm hmmmmm hmmmmmm…something something and
ooru inda bandanu Mr Maraaanu”
She showed me symptoms of having heard it before. Her eyes lit up and she started mouthing the words to herself. She closed her eyes and transported herself back to her ‘Dyanora or Solidaire TV’ days.
I encouraged her further by again repeating all that I knew.
She jumped “Correct. howdu….ivaga nyaapka barthaayide…..Englishu Kannada mix maadi ondu haadu” (Ya…now I remember, it’s a song that mixes up English and Kannada words)
I was thrilled to bits and continued…’ya ya, haaruthide love birdsugalu…..’ and was promptly interrupted by some fool who walked in wanting some Darshan hits.
The imagination that we had built up till now was drowned the minute she slipped in the ‘Darshan Hits’ CD to test it. The sepia toned imagery floating in the air was ruthlessly spoilt by the garish garbage that belted out of the speakers.
I casually asked that customer “Saar Halli daariyalli haadu yaav picturu antha goththa?” (Sir, do you know which movie is ‘Halli Daariyalli’ from?)
He meditated for a while and said with supreme confidence “Halli Daari alla adu…halli meshtru…..Ravichandran picture” (No …it’s called halli meshtru..a Ravichandran film).
I controlled all my urges to slap him. And let him groove to the irritating tune of his latest purchase that was blaring from the speakers.
Thankfully, the guy was happy with what he was hearing, and he soon exited leaving us alone to resume our exciting search.
And the salesgirl promptly returned.
I took off from where we left.
“Correctu madam….English Kannada mix…haaruthide love birdsu galu…oduthide cowsugalu..”(love birds are flying and cows are running)“
“Hero yaaru gotha?’ She asked frowning hard.
“Seriyaagi nyaapka illa madam…Kokila Mohan anusoththe” (Cannot remember clearly….I think it is Kokila Mohan)
“Haan…” she jumped in excitement and promptly returned with a Vcd of the movie ‘Kokila’.
We quickly poured over its contents.The Vcd also contained a listing of all the songs. But no, this number did not feature.
She was visibly dissappointed with her ineffeciency. And I was visibly happy that she was taking such a keen interest in this.
We both agreed that it could only be SPB who could have sung this song.
She kept humming the tune to herself, as she rummaged through dozens of SPB hits looking for this number.
I picked up a bunch of illayaraja hits hoping that I’d find it in them. I always felt it had a very ‘Illayaraja’ flavour to it.
But we both failed in our searches.
She then picked up a big fat book, a kannada cinema encyclopedia and began searching for it.
After about 20 minutes of pouring into it, she lifted her head and looked at me strangely.
She studied me carefully.
Obviously there was something running in her head.
And then she said in a nervous whisper “Actually nam bossige gothirathe. Andre ivaaga nidde maadtha irthaare!” (Actually my boss would know. But he’ll be sleeping right now).
She was mentally weighing the worth of this deal. Even if she did identify the cd, it couldn’t be costing more than 30 Rs. Was it worthy enough to spend a phone call? Or risk disturbing the owner at such an untimely hour?
I could sense the dilemma going on in her head.
I put on the most desperate face I could.
She pondered for a while and thankfully decided that it was more important to please me than worry about the deal and her boss.
She hesitantly picked up the phone and punched the buttons.
I could see the tension on her face.
“Sorry sir…..ondhu customer bandidhaare…halli daariyalli bekanthe…yaavu piccharru antha goththa nimmage?” (There is a customer searching for halli daariyalli song here. Do you know which movie it belongs to?)
There was a pregnant pause. She made unpleasant faces at me, imitating her boss’ mood at that time.
She tried to sound her polite best as she responded to him “..’Muniyana maadri’…..andre adralli Shankar Nag alva…haaan….correctu…….Kokila Mohanu idaane…thumba thanks sir” (Oh Muniyana Maadri…but isn’t that Shankar Nag!….oh ya right….even Kokila Mohan is in that one. Thank you sir)
She hung up and bit her tongue feeling happy that she was done with the difficult part. She rushed and reached out for that Vcd. And ran through the listings.
Yes. The song did feature.
She handed over the vcd to me and said “Boss kopuskondru…parvaagilla….nimmage haadu sikkthalla!” (Boss was wild. But it’s ok. Atleast you found your song).
I grabbed it and was all set to rush back and listen to it.
But she held me back for a few minutes, frantically rummaging through a few other Cds. I was getting impatient. I had dug out the exact number of notes needed for the transaction, to make it as speedy as possible.
She finally returned with a compile of SPB and held it out to me.
“Saar. MP3 nu sikkthu…beka? Beri 25 Rupayee!!” (I also got an MP3 of it. Do you want it? It’s only 25 Rs!!’)
I knew that she was doing this only to justify the deal in her own head.
And I could have paid anything for such sincerity.

So here it is……I later found it in on youtube….Now that i know which movie it belongs to.
Thanks to someone, who’s so passionate about their job.


“Fucked trekkers you all are. I am a chuth to come with you all.” Bonda uttered his first sentence with utmost clarity.

Soon, the seven of us stood again in a single file, holding our thumbs out to hitch a ride back to earth.
Just an ugly dotted frog stopped by to be photographed by Bobby. I guess even he was not patient enough, and Bobby spent half the time chasing him with his tripod.
We examined every wild flower. Every leaf. Every tree. Every little thing that had poetic connections. We kept searching for valid reasons and larger meanings to be there. And continued to try being one with nature. Forcing ourselves to react to them like William Blake and Wordsworth, and elevate them out of their ordinariness. The sound of birds chirping, the rustle of the leaves, the morning dew and all these wonders of nature had little effect. We had lost all judgement and appreciation for such worldly desires, that even Sri Sri Ravishankarji couldn’t have revived it back. But we explored further hoping to find a new shade of crimson in the sunset, a melody in those noisy birds and a breath of fresh air in the fresh air. 


Suddenly Jeeva stopped and took off his jeans and strung it on his shoulders. The wet jeans had ruptured his skin. Jeeva resembled a ragpicker in this get up. Jeans on his neck, an oversized bag on his back, a dripping underwear on his bottom, and a piece of sleeping mat on one of his shoes. But at that moment even Russel Peters couldn’t have made us laugh. Seeing him, we realised that we all suffered from the same condition. Our thighs were severely wounded, and the idea of exposing it to the cold wind, seemed blissful. In a moment we all stripped down to our undies, and ungeared ourselves to complete the rest of this torment. Neil however took a little more time to aptly undress for this occasion, still managing to find his own style statement in the hour of desperation. He tied back his hair. And buckled his belt over his long shirt. Flung his jean on the neck, and casually tossed back one half over his shoulder, to make it seem like an impromptu stole. And ramp walked like he was in a show that had ‘Spartacus’ as the theme. 





Yes, there could be people who would argue that this encourages alcoholism and drugs and spreads messages that are against our culture. But again, it is only a movie. Nobody set out to install lightbulbs in villages after seeing Swades. Maybe, movies can only do so much. So, it’s best to leave your moralistic viewpoints aside, and watch this movie for the sheer pleasure of watching good cinema. 



Straight away ask for the baby corn masala. The final dish in your hand looks as good as the raw material. But it is nothing short of dynamite. Tender baby corns are thrown with their covering, into the burning charcoal. And removed when the covering is charred. The corn is now stripped off its leaf, cut into small pieces, and served with a squeeze of lime, salt and some explosive green chilly masala, on a harmless looking platter of a fresh corn leaf. The flavour of charcoal is so subtle, that had it been done in a five star, the chef would have had a program named after him on Travel and Living.
You’ll be delighted when you notice that the dosa comes without a smearing of that disgraceful red paste, a recipe that most darshinis share today. 

So, the next time you have someone from Delhi raving about purani dilli ke parathe wali gully, you know where to take them.



Extra bleed
After 11 long years in advertising, I have finally identified a list of senseless activities that we so vehemently indulge in, like as if we are on a mission to save the world.
Long term strategy
It’s funny how we still cling on to this one, very well knowing that it is probably the most foolish thing to do.
The client who’s engaged you on this one is definitely not going to stay for long. Your boss is searching for opportunities abroad. Your flunk is making plans to the Himalayas with a latest SLR to build a portfolio that promises him a job outside advertising. The client’s flunk disagrees with his boss. And is only waiting for a chance to speak, or his boss to leave. The consumer cares a rat’s ass as to what you said in the last ad or what you are going to say next. The product you are about to advertise is going to undergo a plastic surgery in a few months from now. The servicing dude is negotiating his prospects to join the client’s rival company. The planner on the brand has 12 unused archetypes that he is dying to explore. The art director is going to stumble upon 17 new looks that’ll give him a hard on between this campaign and the next. The studio comps will crash. The supplier who stores the hi-resolution images is about to upgrade. The only person who knows where it’s stored is getting a job in Dubai. The model in the ad is becoming fatter or older. The celeb is either going to get more famous to a point where you can’t afford him or hit rock bottom where you wouldn’t want to use him anymore. The baseline will be rattled away away as many times that it will be nauseating to even utter it again. The producer will hold on to the rushes for a handsome ransom.
What long term!!!!!!!!!!!!!!!!!
Why is it that we all meet every six months to discuss a long term idea. What happened to the idea that was declared long term six months ago.
360 degrees
It is 359 degrees of effort to sell one damn wobbler. It is invented to keep the overenthusiastic trainee busy during a pitch. It is invented to redirect internally rejected press ads to obscure mediums like ambient, direct mailer, internet, posters in gyms, beauty parlours, cinema theatres and the all time favorite push-pull sticker. The push-pull sticker somehow completes the package.
Films that make no sense to the strategy are bundled into viral.
And then bizarre ideas that include park benches, buses, trains and other properties governed by government. Ha ha…..ok assume that the idea is approved, now can someone please tell me where does this government exactly sit, so that we can seek its permission?
The other purpose is for the sadistic pleasures of clearing your coffee cup from the table just when you are about to sip it, and empty out the dozen brown packets on the client’s table. And of course it’s evidence for that special guest who’s flown down to give the “We are a complete agency” speech. All this wobbling for that one wobbler.
Animatics
After months of power point slides, we then move on to a slide of a different kind. Puppets that slide from the side. It’s one versatile face that can take on many get-ups. Give it a bob-cut and salwaar and it becomes a young modern housewife. Lengthen hair and add bindi…wow it’s now a traditional obedient housewife sipping tea. Make the hair fall on the eyes and voila!!!! You’ve made her naughty. Cut the hair really short, strip it to mini skirts and add an ink blotch on its arm, it’s a tattoo sporting chicklet.
Now pick the relevant music…If you are confused follow these golden rules…..
Crows cawing as ambient sound…if it is dialogues.
Trance music ………if it is a look and feel film for the youth.
Elevator music followed by an aalaap…… if it is emotional.
And send the newcomer who just joined for the dubbing. And the junior planning for the research group. Load it with dialogues and narration as you have 2 odd minutes in hand. Fool proof it from all angles. And once you have it approved, squeeze all those dialogues in the final 20 second commercial.
Brand Seed/ Root/ Tree/ Plant/ Sapling whatever
Simply put, it is a comprehensive list of things you cannot do. In the sense, if anything manages to evade through this massive list of parameters, it is automatically given the status of an idea. The list is a collective effort of many people who know what they don’t want. Some idiot in advertising said that you can only say one thing in an ad. How boring!! Meetings would then last for just a minute. After so many years of education, you cannot now expect people to only say what they want to say. How about giving them an opportunity to say what they don’t want to say? That way, they can speak more and also get a sense of contribution. Let us take a stand that our briefs will not end up being mere creative catalysts. Let’s make it into an exciting scientific puzzle.
It would be foolish to reinvent the wheel. A change in the system would mean rewriting the course material of MBA. After all, common sense and gut feel are too unacademic and fragile to place mighty brands on them.
Even successful brands that have stayed clear of these methodical approaches and innocently followed their gut, have now been postmortemized and made into structured case-studies, to prove that how unknowingly they have followed a chapter out of the voluminous theories of brand building. Only to make sure that a stray exception doesn’t end up defeating the efforts of a hard-earned degree. To make sure that freely available emotions don’t overpower expensive reasoning. To make sure that experiences of life do not demean exercises of the classroom. To make sure that common sense doesn’t end up retracing complex theories to fundamental human truths, that these theories were originally based on.
I read recently, that some fan took a Kotler’s best seller and went up to him, to ask him for an autograph. Kotler took the book and ripped it to pieces and chucked it in a bin and told him ‘Don’t bother, it doesn’t make sense anymore’.
Even Kotler realised that the prescription has become the epidemic.
It would be far worthwhile if we stopped reinventing brands, and put our efforts on the discoveries we stumble upon. But unfortunately, problems and opportunities bloody well queue up in a disciplined manner to follow this strict assembly line. Because the solution is fixed. We only now need to search for problems that match it.
The list of these moronic practices is endless.
And it is so because, it’s a stupid formula that preserves this insanity.
Add all the members of the circus to one colander and then sift out the ones who have the ideas. And give the decision making powers to the ones above.
And enjoy the prolonged agony that keeps an entire industry alive. Advertising.
Disclaimer: This is a summary of my observations gathered from my total experience in the industry. The only reason I still manage to survive is that not all of them are true at the same time.
January 26, 2009
Categories: Advertising, Nonsense . Tags: ad agency, ads, Advertising, client comments, copywriter, madness, management, MBA, meeting, Nonsense, strategy . Author: donraja . Comments: 10 Comments