Monday, November 01, 2010

In today’s times, it has become important to 'sell'. It is not enough to have a good product. If you are to achieve commercial success, you must promote it. The product could be a cosmetic or a detergent. It could be a piece of your art... it could even be you.
Advertising is big business. It is more creative these days and is a lucrative career option. Rewinding back to perhaps a score of years, the frenzy to sell products was not as aggressive as it is today. There were fewer products and brands on the shelf and less competition. Perhaps it was because there were fewer entrepreneurs. Today the consumer has so many choices and there is hardly any difference between them in terms of the quality. So its effective advertising that often tips the balance in favor of one among many. Of course in the long run, the product must be superior and the customer must be satisfied before he recommends it. But it is the first good impression that matters in most cases. In the past, the movie stars were good but they didn’t have a public relations manager. The actors and the producers didn’t promote their movies like the Khans and the Kumars of today. Commercial success is not a logical conclusion to good work. A person’s worth is the amount of money he makes. The great writers and poets of yester years didn’t get promoted on the media. The classics were recommended to us by our parents and other adults who had read them before us. Today you can pay money to get a favorable review in any media. The youth logged on to the net 24x7 can read and write reviews. Hype can be artificially created. On the net with blogging, anyone can become a writer. So if you are to make a career out of it, you have to promote it. Become visible. And it’s harder because the public memory is getting shorter and the crowd of people vying for the pie is getting bigger. You can take any field. Say, in architecture. There are so many more architects today than say a generation back. The increase is exponential. You can’t just complete a project and hope for a good publicity. You have to get down there and actively endorse your self. Often the person on the top of the pyramid is the one who is not only capable but is also a good marketer. If you want success, there is no choice. It’s true in every profession and its true in our personal lives too,
Market well or be left out. Fall down from the snake’s mouth to square one and there you shall remain. Unless you can climb the ladder of success with effective marketing.
When you attend interviews, how you dress and speak counts more than how much you know. You find partners on the matrimonial or networking sites. There, you are marketing your self. You highlight what you think are your best qualities. Unfortunately, there is no way to know the truth behind them or perhaps we don’t want to know. In the virtual world, you are anything you want to be. Truth can be very easily invented. You find out what sells and you acquire those qualities. Now, let’s say two people meet after they show interest in each other on their matrimonial sites. In few meetings, they must decide whether they can marry the person and more importantly settle with him or her for the rest of their lives. Or you are looking to date and you meet a prospective relationship over a cup of coffee. And then what happens is nothing but marketing. There is a buyer and a seller. The roles being reversed progressively. Going to a date being as honest as you are could mean being rejected. You have to wear fashionable clothes, do up your hair and face, and of course learn to talk the right way. And like any other transaction, we buy and bring home the product, only to find that it was a mediocre product under the smart packaging or just not right for us. The makeup comes off in the morning, the behavior deteriorates, expectations are dashed and we are left ruing our decision. We fell for good marketing. These days, you can replace your spouse as fast as you replace your shampoo. We have become impatient with non performance. We demand perfection. And when the expectations are unmet, we just switch over.

As I write this, I am reminded of this beautiful song sung by Talat Aziz for the movie Daddy. You are probably listening to it if you are reading this. The lyrics are by the inimitable Gulzar. Allow me to quote few relevant lines from the song.

…mera funn phir mujhe bazaar mein le aaya hai
yeh vo jaa hai ke jahan mero vafa bikate hain
baap bikate hain aur lakhte jigar bikate hain
konkh bikati hain dil bikate hain sar bikate hain
is badalti hui duniya ka khuda koi nahin
saste daamo me har roz khuda bikate hain

har kharidaar ko bazaar mein bikataa paaya
hum kya paayenge kisi ne yahaan kya paayaa
mere ehsaas meree phool kahin aur chalee…

Photo credits :


anilkurup said...

You are right.
It is visibility , and packaged visibility that counts. Little more , hard work dosent count , not alone ( literally) but smart work .
Endorsement by celebrities brings products on to the stage. And goodness me people are so stupid to think or not think if the fellow ho endorses a shampoo or a dog biscuit , in fact has used it.
As you mentioned ,in the marriage market too marketing is pertinent today.
I remember the first discussion I had with C when I proposed to her family that I wish to marry her.I did not package myself. And C will I m certain endorse my statement.
I feel mocked at when I see these celebrity endorsements.

Balachandran V said...

Facts of life!
Though I dislike the endorsements etc, I can't help being fascinated by the creativity in advertising!

kaalpanique said...

@anil, i was just wondering about this coverup .. is it the cause of marriage breakups? in olden times they dint see the spouse until after the wedding. so there was no expectation only anticipation and fear. the roles were defined. today its different. and thanks to marketing we have more expectations, less patience...
@B...yes. some of the ads are amazing. And endorsement is here because it works... Advertising is a mirror of the way we live life. in a way. for example we have more ads showing affairs, breakups...