Have you ever sipped tea from those piteously small plastic cups that stand as high as the width of your thumb and are as wide as the lower meniscus of your upper lip? They are, as you know, these fashionably frugal cutting chai cups – you can only sip from them, never drink from them.
Advertising is a storm in that teacup.
Indeed, as you sip from that teacup, if you happen to breathe heavily, there’s a fair likelihood of that tea jumping up to scald your nostrils. But, for many advertising sorts, or should I call them advertising sods, that little self-generated turbulence shakes the very tectonic plates of their existence, and alters the geopolitical maps of their tiny worlds for good.
The departure of a creative colleague is like a divorce, the hiring of one of your protégés like a lost custody battle.
Hey, advertising people, ever heard of that thing called real life? You know, where things happen? Like divorces and custody battles? Like ash clouds and tsunamis? Ever hopped over afaqs.com and transcended to a simple bbc.co.uk or NatGeo? Ever lingered in the serene calm of ashesandsnow.org?
Remember when we used to be big city folk doing big city things?
(I mean in your minds, not geographically – I have nothing against people from Almorah).
We used to be theatre folk, poets and fine artists. We used to be mountaineers, explorers and adventurers. At the very least, we were beach bums. We used to be bohemian, irreverent, flower children. We loved one another, before we went from advertising sorts to advertising sods.
Something’s turned us into villagers. We don’t just love saas-bahu these days, we’ve become saas-bahu.
Helplessly, perhaps even in vain, I’ll lean on an old bunch of childhood companions, first name Jethro, second name Tull, to sing us sods a caveat. The song goes thus
Meanwhile back in the year One, when you belonged to no one
You didn’t stand a chance, son, if your pants were undone.
‘Cause you were bred for humanity and sold to society
One day you’ll wake up in the Present Day
A million generations removed from expectations
Of being who you really want to be.
Skating away
Skating away
Skating away on the thin ice of the New Day
Crush that cutting chai cup in your hand now, fellow sods! Toss it away derisively. Enjoy that other, more fearsome storm. Feel the real wind destroy your hairdo. Dodge some real lightning. Your agency’s fine. Every agency is. They’re all bubbling cutely and idiotically in that cup you just tossed away.
The 16GB Drive
In Commentary on July 11, 2011 at 8:42 pmLike Columbus, like Marco Polo before him, and like Odysseus much before these two distinguished gentlemen, a much less intrepid commoner seeks to find a way.
He seeks, on a humble, mortal level, a less filthy way to get to his kids’ new school edifice in rainy Mumbai.
Indeed (he has grimly counted during one particularly aghast drive) there are no fewer than 16 garbage bins along the narrow road to the school. This school on the other hand is stately, understated, beautiful, even welcoming as a place where children are to spend most of their formative years. And that is the veritable ray of light at the end of a waste-ridden tunnel. These garbage bins that I speak of with such fond familiarity are those large rusted iron bins that can contain twenty grown men. Okay, at least ten. In Bombay, garbage bins have more outside and around them than in them. Their cup of joy truly runneth over, and many times over. It’s a kind of catch-22: the garbage surrounding the bins makes it difficult to approach them and feed their hungry waiting mouths, forcing one to dump garbage on the periphery yet again. Thus the ecological footprint of each GB (Garbage Bin) grows inexorably until it is really daunting. And some of these being more alive than others, attract large, adorable pigs, the purplest of the species.
This infinitesimal commoner, tired of navigating the 16GB route to school, now seeks another way.
His friends in advertising seem to be doing that all the time. His buddies in IT and banking seem to be doing that too. His cousins in the armed forces, his pals in business, his neighbours in film-making, his spiritually inclined uncle, they’re all doing that – seeking another way.
Everyone wants an alternative to his own 16GB drive.
My kids were indignant when I named this road Koodha Avenue and Kachra Boulevard. I imagine they felt a deep sense of indignity on behalf of their school. When I, at last, found that much sought-after alternative way to get them to school, with a much preferred landscape boasting construction rubble and car-wrecking potholes along the way, they celebrated me better than the Ithacans had celebrated Odysseus.
Which awakens another sadder, more piteous realization about us common Indians. We’re all looking for alternative ways to get to the same place.