Sunday, June 29th 2008


Gurgaon Residents and their Greenry Syndrome
posted @ 11:27 in [ ads ]

If you are living around this place, you’d already that Gurgaon’s every single residential locality available for occupancy has to have garden, greenry, forest, valley and nature in its brand name. The obsession of green has been build up past 3e years and reached its peak since last year. Every advertisement has to have a green border and a 80% forest background. Every logo need to have a leaf in its logo. Every brands name needs to have something greenish about it. Those are the rules on how the residential locality scores in its goodness. The obsession cannot be alone of the builders since they all share the same ultimate motive, sales. Then we have to agree, the prospectives themselves need to be utterly submerged in this feeling or want to live around nature.

The new residences in Gurgaon, India (just like any other place) are mostly composed of tall buildings. Buildings here are between 25 to 30 floors high. We in India yet have not learned to build higher like the west. Reasons are many. A 50 floor building will suck the electricity from the nearest sub-station and we already know India has just about 50% electricity supply of its total demand. Every building that is currently build has a generator backup. They mostly have an entire floor just for deisel generators. Higher building would mean a building occupancy more than 5 times that of current levels. The weather in Gurgaon asks for air conditioning and culture asks for various other luxurious and power-full devices. Combine that with the fact that regular power comes in this town no more than half a day. oThis would only require a fantastic proper supply chain just for desiel on a daily basis! Are we really talking about a residence or a proper industrial plant? Power alone cannot be the only deterent. The water supply and the sevage systems in this town are not capable to hold very very high population at the same point. We get water for just 2 times in the day. Those two times would not be enough to satisfy the 500 people living in just one building! Parking facilities are still not able to match up with current demand. So in all, the current building sizes is at the optimal level based on supply realities.

Greenry and residence cannot be at the same place. In simple ways, humans destroy nature, not keep it beside them and live along. So how do they think otherwise if they get a house around the garden? They pay a Crore of rupees (US$ 250K) for just one flat with about 3 bedrooms on a floor of a building which itself is surrounded by concrete jungle. The only greens they do get see after paying so much is from their high balconies. The plans look so small that you’d never know they might as well be made of plastic. Don’t expect bird music live around concrete mess. Don’t worry about oxygen if you’all are buying the flat for that. You’d get it the same levels as without the tiny looking trees from your flats. There is one other very critical pattern of living in skyscrapers. The residents make up their whole worlds around the walls they own. Walking out of those walls means a long drive from the 20th floor to the ground floor passing through alleys, queues, lifts. Its natural that the residents hesitate to have a stroll outside these walls just as they feel. So in effect the only two times they do have the close encounter with the greenry they have paid for is while going and coming back from work. There is no enough land in this city for any builder to waste it on parks or grounds. So the greenry being shown everywhere is merely a couple of young trees planted around the concrete.That is all the forest people buy the house for. And still want to spend more money for more greenry that is presented to them.




Monday, June 18th 2007


Ting Tong. Amaron’s newest ad.
posted @ 16:02 in [ Timelapse Imaging - ads ]

After a bit long time the newest of their unique clay based ads were seen on indian television. i liked all they had released up till now. They always have a good music and neat voice overs. I’m also the consumer of that very product incidentally. No problems in their batteries since I installed them for my invertor near 3 years back. I had taken their maintenance free 2 batteries. Nobody on airtime has done clay advertisements as far i remember. The sequence also has been longer then 20 seconds at times.




Wednesday, June 6th 2007


Bingo! No confusion
posted @ 10:24 in [ ads ]

This ad is first of its kind where they spend least 80% of their airtime on something that not even related to the product. In the end leaving the viewer in total confusion. Mission accomplished. It has about three flavours and the best of those is the tamil teaching scene. Only few times do we see a television ad which shows the hard work put to make it. Other examples include the Happydent 1:25 second ad with a fantastic sufi music on the background. The music is by Shantanu Moitra. There is lot more info about this ad.

The time Limca was relaunched, has also few ads very great music and screen content. The last Coca-Cola ad by Amir Khan on the train also equally good as were his all other cola ads.