Showing posts with label yamaha. Show all posts
Showing posts with label yamaha. Show all posts

Wednesday, June 10, 2015

There is hope and there is time.

I was connecting my Lumia to my Onkyo home theatre system to listen to one of my favourite mix of MixRadio, when a particular raw nerve in my brain connected me to my life when I was in class V. I was depressed about not having a cassette player at home then.

I remembered going to my mama's (maternal uncle) house with a hope to get their walkman which was lying un-used. Ignoring my shame, I remembered asking for that walkman. I remembered getting a naked speaker from a friend and buying a big bellied earthen pot for five rupees. I remembered fixing the speaker to the earthen pot to get better bass. I was unhappy, but I had hope.

When I was graduating in Economics from Cotton College, there were motorcycles all over the place. Cheap 2-stroke Japanese bikes had flooded the market after 1991. I didn't have the fortune to ride one though. I had made a deal with one of my bike-owning friends that I would introduce him to one of the girls that he liked, who was incidentally my good friend. Luckily the deal worked and I had got the opportunity to ride a Yamaha RX100 twice - once inside a cricket field and once on the road. I had become a 50% biker. After that day on the road, my riding had to wait for another 3 years.

I once had asked my relative to let me learn driving his car. He had refused. I requested their driver. He too had refused.  I was sad, unhappy, anxious and perhaps depressed. But I had hope.

I kept working at whatever came my way with limited short term expectations. Neither did I have big ambitions, nor was I devoid of little hope. I was walking through life, giving the best I could.

Today I am 17 years past my first job. I am about to be 39 years. I have all the materialistic comforts that I never thought possible in my lifetime. 17 'only' years changed my life forever to the better in terms of what I earlier didn't have. It was completely unexpected. My limited short term expectations never could reach such heights.

Our lives are long, really long. Anything can practically happen. An ordinary man, Mr. Narendra Modi becomes the Prime Minister. Mr. Arvind Kejriwal, another ordinary citizen and an aspiring civil servant, becomes the Chief Minister of Delhi with a new political party in little over 3 years of his political career.

There are times when one feels that there is no ambition, and there are times when one feels there are too many things to do without a sense of focus. In both the scenario, one must take a long breath and think again. Moments when there seems to be a lack of an ambition, there are daily work that may need immediate attention such as getting the shoe polished. Doing your day to day jobs also give you a sense of accomplishment which will ready you for the bigger ambition.

Moments when you feel confused with multiple options, a long breath will help you realise that there is time to do all of them sequentially one after the other. If we take business ideas, a small business idea needs a minimum of 2 years to stabilise, and one can do 5 such business ideas in 10 years. It is another matter that you may be happy getting stuck to the first business idea that you had initiated.

My life mantra is that there is hope and there is a lot of time in one lifetime. Let us be genuine, be good, work hard at whatever life gives and life will give you what you hope for.





Saturday, September 15, 2007

Remember the first Pulsar 150 !!

I recently saw a Bajaj Pulsar that seemed for a second something not pulsar. Is that really a Pulsar, I thought?

It was a Pulsar. The Pulsar without the wiser and the meters jutting out. The first model which revolutionised the bike market and relaunched Bajaj as a new modern age bike maker.

Immediately the second thought was "when was the Pulsar launched in the market? I dont see these anymore already. Was it 2002? "

I kept my observation for the next week or so. And it is really a fact that in Mumbai roads, one does not get to see too many Pulsars without the wiser. It simply vanished.

It took only 5 years for one model to completely vanish from the roads. I see more Yamaha RX bikes than the revolutionary Pulsar without the wiser!!

What happened to all those bikers who bought Pulsar in plenty in 2002 and 2003? I am not sure when the wiser came into the Pulsar but it was surely not till 2003...

Did they graduate into four wheelers? Is Pulsar the stairway to a Maruti? Even if we agree to that, those pulsars must have been sold to second hand buyers. They cannot simply dissappear.

Is it that Pulsars are not durable? Do they become junk in five years???

Monday, May 28, 2007

Branding Yamaha in India

Sometimes, when I go back to my agency days I just cant get over the ways that we used to give names to upcoming brands. It used to be a combination of the

  • craziness/creativity of the copywriter (sometimes the art guy gets a call if he is a combination with the copy guy),
  • the creative brief (often shoddily written by the client/servicing guy with no eye-sight, hand-sight or hind-sight),
  • the planning guy's two-bits (literally) if he existed in the system (if he did, he was often too busy with a presentation that he had to finish two weeks back)
  • and the occassional evesdropping like comments by the big bosses.

These were the ingredients to a name given to a new product offer that is intended to exist for the next generation.

Branding as a subject is so huge that I am not experienced enough to write a philosophy; however it is my passion for a brand called YAMAHA that leads me to many questions. I would like to hint at one of them. Because that's what is eating me right now...

Do we really think 20 years of history and 20 years of future before arriving at a brand name?

Yamaha created a storm with its RX100 and RD350 superbikes. It was everything going good for Yamaha. Great Bikes, Good foresight from the house of Escorts and perhaps good branding!

RX100 and RD350 are still names that youngsters take with pride. Then suddenly things turned turtle. Out of all mess, some agency named one of the new models of Yamaha - CRUX.

What is the logic behind not sticking to the numerical format of branding? When Crux failed, Crux-R failed, some one should have had the sense of getting back to the the strong numerical format of branding that has worked for Yamaha in India.

Then a miracle happened. Someone rebranded the Libero (a good bike but failed in the market) as the G5. I thought now this brand will roll in India. And Yamaha was pumping big monies into media advertising.

But today, I saw Yamaha has launched a new 106 cc model named Alba. I can only get red with anger. What's wrong with Yamaha?

Worst is the launch TV advertisement. No sign of John Abraham. Cant believe the inconsistency. If John was promoted as the brand ambassador of Gladiator and not Yamaha as a whole, it would have been perhaps okay to not take him for one product... but now it is a complete hara kiri.

They were however consistent in copying the most ordinary bike advertising using a sexy female getting attracted to the biker.

How can a mere 106 cc bike be promoted as something that girls fall for. If they had launched a 250 cc version then this kind of advertising would have made some little sense. But now... the advertising agency deserves to be sacked.

Lets look at some of the comments in other blogs:

  • ...i wouldnt buy it even if i got that female model in a package deal!!
  • I am now entirely convinced that Yamaha India is being run by people who are seriously brain-damaged, and who are incapable of running a motorcycle manufacturing operation in India. Expect the company to go bust in the next 6 - 12 months.In the meanwhile, here's the most interesting Alba in the world: Jessica Alba. You can find her here: http://www.skins.be/celebrity/jessica-alba/
  • Alba, eh? HA HA and HA! Yamaha has gone totally bonkers I suppose if they still insist on launching such utter crap. And this, after all the auto mags have been saying that Yamaha's next bike in India is going to be a 250! If you ask me, Yamaha is now by far the worst bike company in India, with by far the worst motorcycles in their lineup. Fuck you, Yamaha!

What do I say? For sure, Yamaha Motors should do three things which is theory and one thing which is emotional:

  1. Sack the marketing department - they cant do a single thing right. Even the name of the website was spelt wrong in the collaterals of Alba launch.
  2. Sack the advertising agency - they are not even worth the FAF!
  3. Hire a good qualitative research agency and do a India-wide research campaign to understand what Yamaha needs to do to survive in India.

Please hire people who are passionate about Yamaha - the brand. Hire people who have driven the RX100 or the RD350 at least once.

This is an absolute must.