Viral Pandya – That sounds like a really cool name

Yesterday afternoon, a colleague of mine asked me

“Machaan, have you heard of Viral Pandya (he pronounced it right..not like viral as in viral fever)”

I was like “Ya man…I’ve heard this name. Isn’t he some famous advertising dude.” Pardon me man, because my networking skills are really bad.

But I had heard of you…as this really kickass art guy who has won a lot of awards and all that.

But then he showed me your post.

And I was shocked. Like in Rangeela…Aamir says no..”I shocked”..ya..that kind of shocked.

I was shocked at various levels. Actually not shocked, but some mixed emotions.

One was…shit..why is this famous art guy accusing us of something which is totally baseless.

But then I thought about it from your point of view.

Yes. I admit..it does give you some kind of kick when you spot the original of something. Something that is generally popular. Like even when we suddenly spot the original version of a song or a TVC or a scene in a movie or a picture…we go like..”Dude…check what I spotted. and everyone gushes and bitches about it for sometime. I agree it’s fun. It’s a kind of a kick.”

So let’s leave that part.

But usually we do that with a few set of people we know…in private. Laugh about it.

But you decided to post it on FB. But that’s ok. It’s your wall. You can do as you please.

Infact, I am quite motivated by what you did. See how influential you can be man. I am also planning to post this on my wall, after completing this. I mean what the hell. If you feel something, you should say it. Say it openly.

But then you jumped the gun. Shot off your mouth. We all do it.

And when we realize we screwed up, we kind of shut up. Tuck our tails back…and say sorry whatever and get back to life.

So when we told you the actual story of what really happened, we expected you to kind of shut up, tuck your tail and get back to life.

But no. You seem to be of another type. This part onwards is when we start feeling a bit puzzled. Because dude, you are not like us normal folk.

Then we realize, oh yes, you are different. You are trained to think ‘out of the box’.

I really became inquisitive about you. So I googled about you. And stumbled upon some of your ads.

I must admit. Some of them are quite mind blowing. And yes, I share your feelings on this one. It’s sad that they had to be with strange logos. Like I wish the world got to see it. So much effort gone into it. But sadly, it’s only earning you awards.

Like the one where you have so painstakingly arranged grains, lentils and all, and it forms the image of a dog. And it’s about Vegetarian food for dogs, for some ‘SM Store’ in Pitampura.  I thought it was quite kickass. I mean so what if this kind of a treatment has been done some zillion times where small small things are arranged, and the larger picture is then something else. Just out of curiousity…what was this? A poster? If it was, then was it instore. I don’t think so. Because if it was then the ‘Pitampura’ is totally unnecessary. Because they are already there. So it’s pointless. But if it was for other places outside the store. Then don’t you think its kind of too small to read. Ya, I agree it will totally screw up the layout. It’s for awards right. Then fine, because they usually see it from close quarters.

Sorry, I digressed. Ya, I also came to know you are the jury member for One Show. Yipeeee…congrats on that. It must be quite a proud feeling.

Just out of my experience, I want to just point out a few things. I don’t know much about awards and all. I haven’t won many. Since you are into it big time, I just wanted you to know a few things. What I hear from other industry folk, it’s a bit sad for some of them.

Apparently, a lot of young interns from art schools are engaged in doing these things. these pain staking things like arranging those grains and all. They sit and slog for many days doing that. Of course the idea isn’t theirs. They are only used for executing it. Because the ones who come up with that idea, don’t have the skill or talent to do it themselves. So they ask these young fellows to spend half their lives doing such stuff. They promise them credits. And they are made to believe that those credits can then give them a great career ahead. So poor chaps fall into this trap.

But no. Nothing happens. Because even after years, they don’t grow up in the system. They just remain mute executors. I’ve even heard that sometimes they don’t even get the credit.

I hope you are giving them their dues. Because they spend their lives doing only these kind of posters for SM Store, they are quite clueless about real brand work. Oh yes, going by your moral standards, you surely must be.

Ya, real brand work is boring. I don’t know if you’ve tried it…but it’s quite an uphill task. Because there are too many people with too many opinions. And you know budgets, market realities, building a brand, reaching out to consumers and all that jazz, can be quite a bummer.

But then there are a whole bunch of people out there who’ve dedicated their lives doing this stuff. Ramming their heads, killing themselves, to get their stuff through all this, and still manage to do some work that people out in the streets end up loving.

Sadly man, these chaps aren’t the ones who are celebrated. You know, they have never been to Cannes, drunk at the gutter bar, or seen their names on One Shows. Nothing.

The only thing that concerns them is ‘what’s good for the brand’.

And if they happen to spot something that seems like a good idea for the brand, they will find a way to make it happen for the brand. It could be a cause, a song, a play, a celebrity, anything. Or sometimes a picture.

They know their brand. And are passionate and pretty selfless too about it.

Those 86 people out there, are defending that my friend.

Lastly, I feel, it’s still better to search for a picture that suits the purpose of your brand, than search for a logo that suits the purpose of your award.

Remember….SM Store, Pitampura.

By the way, Viral Pandya is quite a cool sounding name.

And I’m not copy checking this shit. It’s not for an award.

This world is a damn confusing place

mechanical-headfuck-1346681895Years after, many many years after I have passed out of school, college and every other form of education, I now hear from everyone around that ‘asking’ is the way of learning. It means an undying quest to learn. Someone told me that ‘Jiddu Krishnamoorthy’ is the dude who spreading this new funda.

I like it.

Since nobody told me this when I was in school (not that I had too many questions to ask), let me ask my set of questions before it is too late. My brain is filled with too many questions that is obstructing my day to day life. But not the kind of intelligent questions that Jiddu expects innocent kids to ask, but more stupid ones that are badly hampering my ‘ignorance is bliss’ existence. Questions that only seem to be bothering me, because when I look around, everyone seems damn happy. And if they aren’t, they have a very valid unanswerable existential question to fall back upon, like ‘What is the purpose of my life?’ kind of questions.

Well, till I get my own such brilliant question, I need answers for my stupid ones. So that I can then elevate my brain to higher level problems.

To begin with, now that I’m moving house, after a good seven bloody years, I’m dealing with one question that I can’t hold on to anymore. Why is a rent agreement the way it is? I mean, I cannot believe that lakhs and crores of people are drafting such agreements everyday without a brain haemorrhage.

I really want to meet this man who invented these words. Who the fuck says ‘hereinafter’ or ‘hereinbefore’?. Three words squeezed into one. They take simple words like ‘tenant’ and ‘landlord’ and ┬ámake them into lessee’s and lessor’s and squeeze them between un-punctuated threeinone words like hereinbefore and whomsoever and expand this simple negotiation of rent and deposit into a chapter from National Law School syllabus. And then this difficult chapter is then published on a stamp paper. I shudder to think how would they have drafted the Jan Lok Pal Bill. I’m sure it’s drafted with 6-in-1 words. Reason why it’s not getting cleared.

The real estate agent asked me “Saar, should I make agreement in 250 rupees stamp paper or 500?

“What is the difference?”

“Nothing saar. It’s totally your wish. I mean you can even do it even on 100 rupees. But difficult to get 100 rupee stamp paper saar.”

“But what is the advantage of making it on a 500 rupee stamp paper?”

“Saar…like that no advantage and all saar. It is totally dependent on you. Whatever you wish….but better 1000 rupee stamp paper saar.”

“Why?”

“Safer saar.”

Now, the only question that remains in my head is “Should I ponder over this or not?”. In the limited time that I have in this world, is this a question that is worth taking on or should I rather invest that time on ‘Bob Dylan’s lyrics’ and try to figure out what was he exactly trying to say in all his songs. Which would give me more fruitful results?

But honestly, how many of such basic questions can I procrastinate? I still need to set aside some time to think about why did they fuck our heads in school teaching us that the locomotive organ of amoeba is pseudopodia. I’ve been dying to use this piece of information ever since I gathered it. OR what really is the use of ‘Homo Sapiens’ when the whole world has come to terms with ‘Human Beings’? Was it some kind of a prank by some Latin bloke who is trying to preserve his language from going totally extinct.

I guess it would mean wasting reams and reams of paper by printing new text books. Which probably is more costly than this mistake. And on the stamp paper problem it would mean many typists, xerox people, real estate agents etc. would be out of a job if it weren’t so complicated. I have no choice than to simplify this in my head. While I’ve found my own coping mechanism to deal with these I still can’t find answers to some others which are eating me up alive.

images (1)Like the PNR. If it is the most important shit that most airline chaps, travel agents and world in general is keen about, why the fuck is it hidden away in some corner. And sometimes not even mentioned. Ha ha…did you know that PNR means Passenger Name Record. The airline way of making it seem all important, formal and crap. Actually I haven’t understood why is there no standard format for an air ticket. This seems like too small a crib, but it’s bigger than the ‘Homo Sapiens’ problem because it affects your life. Your day-to-day life. Because that guard who stops you to check your ticket at the entrance of the airport is groping all over the place. Just to figure out 3 things. Your name and where and when the fuck are you going? And just because this information is all over the place, he is too. And you are just standing in that queue wondering if you’ll make it. Or are you going to hear a Hollywoodish dialogue ‘Sorry, the captain has already signed the papers.”

I mean things that need to be big and bold need to be big and bold. and in a place where the eye can reach without wandering all over. Like in my newspaper, if only the date appeared big and bold then I wouldn’t be reading about Schumacher retiring and wondering why he keeps on retiring.

Talking about ‘difficult to read things’, the next in my hit list is manufacturing dates in that smudgy black ink. You first spend time in figuring out where the fuck is it tucked away? On the lid, under the carton, beside the price or some random corner…you then spend time figuring out if the 8 is a 8 or a 6, if the 4 is 1 or 7, or if 3 is an 8. And once you’ve locked in on your guess you then search for the expiry date that is hidden away in some other random place. ‘Best before 8 months from manufacture.’ Now that’s a good two minutes of my life which I could have spent listening to Raahat Fateh Ali Khan’s new track in Dedh Ishqiya which I have still not got the time to listen to, because I don’t have that 2 minutes.

images (2)I have just discovered that I am not busy. It’s just that the world is making me spend my time on the most futile shit. Spending it on getting OTPs for online transactions, registering my details on every stupid site, sorting my spam mail, trying to block linked-in mails, figuring out why there are 77 buttons on my TV remote, trying to reach customer care by jabbing 1 and then 4 and then 3 and then 5 and then 7 and then 8 and finally 9 to speak to the service advisor, inventing new passwords for expiring passwords, waiting for waiters, waiting for waiters to bring your order and then waiting for the bill and then waiting for the change, finding charging points for my phone, trying to figure out the private settings on facebook, opening a bubblegum, trying to separate the wrapper from bubblegum, searching for a bin to dispose the wrapper and then searching for a bin to dispose the bubblegum, and waiting for ads to finish on youtube, advance searching on google…I am sure that there is a good Al Pacino film waiting to be discovered by me in this time.

And in the meanwhile there are other questions that are threatening to baffle my innocent mind..

Why is an air conditioner measured in tonne’s when it should actually be the square feet it can cover?

Why is a refrigerator measured in litres…when it should be measured by size?

How can anyone buy a headphone without being able to try it before buying?

first-world-problems-internet-memeWhy is a Pepsi fridge-pack bottle-shaped and not square-shaped like Real juice to fit into your refrigerator? Or at least have a more stable bottom so that it doesn’t topple down every time I even tip-toe beside it.

Why don’t darshinis sell idlis in the evening?

And Colgate says ‘cavity protection’ on its pack. Shouldn’t it be ‘protection from cavities’?

All kids-wear brands have sizes in 18 to 24 months and then it jumps to size 4 to 5 years. So do 3 year olds have to walk naked or in oversized clothes?

How can they have a fall collection and spring collection in India when those seasons don’t exist here?

And for what joy does the Airtel ebill that has been mailed to my personal id need a password? Who would want to pay my bill?

Why is the word ‘curd’ not there in any default dictionary in a mobile phone? Okay, they call it yoghurt? Then why the fuck don’t they call ‘tofu’, bean yoghurt?

And thinking of curds, why does no ‘Set Dahi’ brand have a lid to seal it back instead of making us suffer by trying to precariously tear open that stupid silver foil and then reseal it?

What is 12 at night? Am or PM?

I have a Samsung A/c that has an anti-bacteria button. If it’s a feature in the A/C, why should I press a button to activate it? Under what circumstances would I not want anti-bacteria air?

Who is this man in the universe who can teach us how to exactly rip open an alpenliebe candy from its wrapper?

How can you call it ‘Food World’ and then sell soaps and brooms?

What the fuck can I do with a Aadhar card that I can’t do without?

If home theatres are sold with 5 output speakers and 7 output speakers, then what is 5.1 and 7.1? Why waste that ‘.’ and that ‘1’?

Why is the ‘domestic’ airport of Mumbai called Chatrapathi Sivaji International Airport?

Why do hotels make a big deal of their ‘welcome drink’ which is some shitty Fanta, and put ‘complimentary’ tags on their 12 rupee water bottles when they charge 10k a night? And not have latches in their bathrooms and faucets in their loos.

first-world-problems-19

I know these are first world problems and are way down in the list below ‘why is there war?’ or ‘deforestation should be stopped’ kind of problems.

But I’ll wait for my turn.

In the meanwhile I read this on the internet.”whatever material they made that ‘black box’ with, why the fuck can’t they make the entire airplane with that shit?”

I want to find out who wrote that and make him the president of the world.