The traffic signals in our country are probably the most exciting in the world compared to the super-disciplined traffic signals one comes across elsewhere. In a matter of seconds this mundane pause is transformed into a chaotic, dynamic hub of activity "" things of every hue and battery power are bought and sold, debated and discussed. As a peddler, your pitch has to be quick, innovative and persuasive. Importantly, you should know what people want at different times of the day. It is a sliver of retail life "" in fast forward. So it's not surprising when a traffic signal is turned into the venue for quick-selling a motorcycle "" the Bajaj XCD. Thirty five seconds "" the duration of the TVC "" is roughly the time one spends waiting for the green signal. So as a choice of venue, this one comes close to perfect. |
And now to move on to more serious matters like unique selling propositions. Price, mileage and power are all communicated swiftly, humorously and competently in true tribute to the original peddlar at the signal.
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Chatting up strangers is nothing new to us, nor is grilling them despite their obvious discomfort with an issue. So the method by which the pitch is made also blends seamlessly into everyday life.
This advertisement, even though it is a marked departure from the stereotypical speed, stunts, riding comfort etc. of its category, still manages to do an impressive job. I'm pretty sure its recall would be very high, slipping it effortlessly into the consideration set of every 100 cc owner/potential buyer.
What I've learned
Leadership is serious business... is it really?
There used to be a time when the head of a family or a business would, by virtue of his position, wear an aloof and inaccessible air. It was quite the norm and a jovial head was almost unheard of. Hitler was very much the benchmark of authority so to speak and even a glimmer of a smile was considered an aberration.
This picture of leadership was faithfully adhered to by authority everywhere "" in homes, in schools, in government offices... wherever authority demanded respect and obedience.
And then someone like Mahatma Gandhi came along "" all warm, affable, gentle, understanding and very accessible. Suddenly, the concept of leadership took on a whole new dimension.
It was as if there was a universal realisation that respect and leadership did not demand aloofness and sternness from authority figures anymore. Very, very slowly there began a thawing of the stereotype. Dads began to smile especially in movieland. Jokes were attempted in their presence and tenderness began to soften the otherwise stern features of the "leader".
Today, as I watch my son-in-law handle my grandkids, balancing friendliness with discipline and not missing an iota of either, I realise that this middle path that he adopts, is probably the best of all leadership/parenting methods.
You remain accessible to your team/family, and at the same time let them know exactly what is expected from them. So it is not the position that they fear, but falling short of expected performance or not living up to their full potential.
This significant shift in approach towards authority will go a long way in creating more focused, balanced and productive people, rather than those who fear "positions" of authority, people who turn into non-performing sycophants perpetuating the culture that getting on to the right side of the boss/parent is all that it takes to be successful/approved!
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