AG Krishnamurthy: Simple solutions to problems

AGKspeak/ Humour is essential to bring a product to life

What I've liked
At long last, a handset TVC that demonstrates the product benefit with a storyline that is both impactful yet entertaining. I am talking about the Nokia CDMA "seedhe ho ja" commercial that is on air.

The most relatable part is that the tragi-comic eventuality is something that crosses our minds when we ourselves wedge the mobile in the often seen shoulder-ear position for a hands-free conversation.

Yes, uncomfortable though it is, I am afraid this is what we all resort to disregarding what could happen to our necks and spines! I like this ad because the problem in this problem-solution format is so vividly demonstrated without any undue theatrics.

Exaggerated, yes, but ridiculous, definitely not. The very convincing cut to the X-Ray shot, the mass of people walking with tilted heads, is all just a glimpse of a future where man has subjected himself to machine.

But there you are, there's hope in sight with the speaker phone mobile! What a simple solution to a terrible, terrible problem. Yes, this ad brings on a smile while it persuades you to the wonder of the product.

Good production values, slick execution all go to make it a pretty effective tribute to what good advertising can be if a little thought and a little humour is added to bring a product to life.

What I've learned
Journey is the destination... ...and we never realise it until the journey is almost over. Looking back, this is one lesson I have learned. I was so busy concentrating on my immediate goals that I let it distract me from the romance of the moment.

Life was offering me all its thrills and instead of enjoying it, my response was "" waiting for the moment to end. My body would be in the moment, while I let my soul drift into the future to check out the outcome.

Let me illustrate. There was a time when all that we were doing in Vimal, were endless roadshows. We moved from city to city with loads of equipment, expensive fabric and models. And for one particular show in Kanpur, everything arrived on time, except for one crucial truck.

This was enough to send K Narayan (the president of the textile division today, and my senior colleague then) and me, into a fit of worry. So we ended up driving on a dacoit-ridden highway in the middle of the night, while the lagging truck slipped in unnoticed.

Now if only I had lived the "adventure" that we had, I'm sure life would have been much richer. We don't realise that moments such as these are the stuff best sellers are made of and we don't need to go to a movie to experience it. We are in it most of the time!

There was another typical nail-biting show in Nagpur on March 23, 1979. It was the day after my son was born (I had to leave home to organise a fashion show!).

The shows (three a day of 90 mins each!) were held on the second floor of a school building. And as was typical, a pandemonium ensued with the people who were waiting, refusing to let those who finished to leave first, resulting in the most nightmarish experience of sorting out the jam.

After the show was over, everyone broke out into a party. I, instead of celebrating our successful handling of a challenge, slipped away, relieved that it was all over (as was my habit).

Yet another reminder of how I turned my back on "living the moment". You see, that's the problem when you set goals rather than enjoying the journey itself. It's bit like going through a sumptuous meal without relishing every bite.

Living life, body and soul, both together in the here and now is when you get the maximum out of life. If you don't, you are helping yourself only to a small portion of this magnificent gift called life!

Email : agkbrandconsult@yahoo.com