Good compliments go a long way

AGKSPEAK

What I've Liked
Second from the top....and first from the bottom!

Throw reality to the wind. Ranking is nothing but perception. Let me be honest. I enjoy this TV commercial for MTR's Gulab Jamun Mix every time it comes on air because it is an almost frame by frame replay of what goes on in my daughter's home. She too has an incorrigible little brat, my grandson, who seems to have learnt early in life that success is only a matter of bending the truth to get hold of the fruits! His ability to get away with it every single time is a source of constant amusement at home.

That brings me to one of the core truths of an advertisement's success. There are many reasons why a television ad becomes memorable over time. But the predominant reason is its ability to connect with the viewer, in whatever manner possible. It could be a mirror of his dreams and aspirations, it could be his hero or heroine endorsing a product, or as in the case of this ad, it could be a slice of his own life packaged in an entertaining 30 seconds. And the greater number of people that the ad is able to connect with in this very direct one-to-one manner, the more memorable the work becomes.

It is definitely not rocket science, but difficult nevertheless. Because creativity aside, it requires a tremendous ability to peek into the lives of millions of homes and find the right nerve to connect with. And believe me it is a razor's edge. Because if the little boy was obnoxiously spoilt, and it showed even in the slightest facial gesture or if the mum did not get her proud, indulgent expression just right, all this effort would boomerang. It might look like a fleeting 30 seconds of your home life replayed, but it takes many years of experience from all concerned to actually get you to enjoy it!

What I've Learned
Recognition is O2

I am sure all of us remember getting a little paper gold star when we were very young. The best part of kindergarten is that everyone gets one sooner or later! We might not remember the deed that earned us that star, but I am sure that little piece of gold paper glinting away at us assuring us that we were better than the rest at something or the other, remains etched in our memories, sharing pride of place with our adult life's far more expensive trophies and awards. That is the power of recognition. It's not the value of what you get that is of overriding concern. It's the mere fact that your work or contribution made someone think that you were good enough for a pat on the back. Period. It's a surprising truth that it is this craving for recognition that fuels almost every working human being. However rich or lauded, he may be.

As a well-settled 68-year-old friend of mine said: "I want some work. I want people to recognise me for what I can still do!" Since this is a universal truth, it would be good to remember to be kind-hearted with our compliments. For, it does not take long for the world to shift you to the proverbial "back burner"! So be it the bored lift man who does nothing more exciting in his life other than punch floor buttons or our silently, efficient chauffeurs or the Maharaj who doles out your lunch at work or even a tired colleague. Find a reason to hand out that "gold star" and watch their eyes light up.

For instance, I always make sure to say : "Annadata sukhi bhava" to the mistress of the house after an enjoyable meal. It's just an old saying but when I see her eyes shining with pride, it makes me really glad that I did.

Just make sure you look for a genuine moment on those days when a little bit of extra effort is put into a tedious, everyday job. Then your acknowledgement of it will carry all the weight of the shiny gold Oscar statuette!

agkbrandconsult@yahoo.com