Wednesday, August 31, 2011

Nowhere to go: a day in the Mumbaikar's travel diary

Salut!

As much as I hate to say this, I'm going to say it anyway: Gone are the days when you didn't have to think even once about hating things in Mumbai. But now, times are changing. The traffic, the pollution, the population, the stench, the garbage is getting too much to take, for me at least.

Let me give you yesterday's experience for example. I had to travel from an area in Central Mumbai to the suburbs, which usually takes me 45-60 minutes to cover. Ideally, I repeat, IDEALLY, a distance of approximately 12 kilometers should take just about 22 minutes. But understandably, a certain acceptable amount of traffic makes it 45-60 minutes. But why, in the name of this ex-green planet, should I spend TWO AND A HALF HOURS travelling a distance of 12 kilometers?  Why, why, why?

Forgetting about the traffic for a teeny-weeny while, what the hell is wrong with the darn Rickshaws!?
I stopped using the public transport years ago because Mumbai men couldn't control their testosterone level, women couldn't pass a chance of having cat fights, young kids didn't bother whose foot they were standing on and my dear mummy-papa increased my pocket money (yippee!)

So I have been pretty regular on the harassment-roll of rickshaw wallahs. I say harassment roll because:
A) They don't want to go anywhere. Literally, no-freaking-where. Then they crib about not making enough money. Then, they increase the fares. Then, seriously? Seriously?????
B) Meters. 'Nuff said. I don't think I have paid the rightful fare more than twice, or maybe thrice, in the last 4 years. Pinky swear.

So coming back to yesterday, I spent approximately half an hour trying to get a rickshaw. About a 100 said no. About 2 were busy bribing a cop. And the one rickshaw that I took agreed to take me half way, without the meter working for double the price. Icing on the cake, eh?

Oh, did I mention that at one point the traffic was so bad I had to get off and walk 2-3 kilometers to get where I had to in time. Choco chips on the icing on the cake, na? Not yet. The cherry on the choco chips on the icing on the cake was that I was called "Rasmalai" by some random guy on the street. [I used to like rasmalais, bummer. :( ]

So to get somewhere in the city I have to brave rickshaw wallahs, slower than a slug traffic, foul language and vehicles,sauchalays and garbage filling my nostrils. Parfait! I don't want to talk about what we SHOULD or COULD do about these rickshaw wallahs or traffic issues (saving that for a later post maybe. Teehee).

But at the end of the day I feel bad about abusing a city I love so much. I feel bad when I want/have to take my car out and add more carbon monoxide to the air instead of being Eco-friendly and taking public transport. Forms chain reactions, doesn't it? What to do?

Hope to find some answers. And less traffic.

Au revoir!
Miss Bee.

I tweet on: http://twitter.com/#!/devikabharadwaj

Get, set, go!
Where?!

Monday, August 29, 2011

Volkswagen Jetta print ad: just gloss, needs floss?

Hola!
So everybody has been raving about the Volkswagen Jetta print campaign published today(29th August, 2011) in the Times of India as a cover for the Bombay times. So why do so many people like it? I know why I don't like it for a whole range of reasons. 

Okay, so they come up with a silvery, glossy 2 page paper featuring their ad. My question is: err, so? What's so creative about it? I mean, you could have done the same darn thing on the regular type of paper and people would still have looked at your 2 page broad ad, or at least glanced through it. Why spend so much money just to make your background silver and your paper feel thicker between my fingers?  

At some level I may agree that, yes, it grabs attention of even the people who aren't interested in cars, but so what? You aren't reaching your audience in a much more effective way than usual. You aren't making eyeballs stick out, unwilling to leave your page. Maybe I am just being a cynic over here, but all I am saying is, the quality of the copy or the artwork has in no way seen any innovation or change from any other automobile ad. So is this ad deserving of any accolades? and if yes, on what merits?

Volkswagen had come up with a quirky print advertisement a few months ago too where they had an audio playing anytime the newspaper unfolded. Sorry, but I ended up not reading the newspaper that day. Okay, it was a cool idea, brilliant, creative. But it should have been left at that: an idea. I'm sure many did not read the Times of India that day (good for Hindustan Times, et al) and what about the paper AFTER the day was over? What happened to Eco-friendliness and CSR? Well, all in all, I'm sure the Volkswagen sure has a very good ad team (agency: DDB, if I am not wrong), however, it would be a lot cooler if they sort of channelized their creativity in a more economic and nature-friendly way. No?

Please feel free to add, subtract, divide, multiply to this post (I have been studying math lately). Criticism is just as welcome.

Au revoir!
Miss Bee.

The ad
Sorry for the bad picture.
It was too shiny a surface for my sony digital camera to capture.
Joking. :P

Hello, Hi chodiye, Jai Mata Di boliye!

Namaste!

So finally I have collected the nit, grit, shit, to start my own personal blog after years of contemplation.
What made me do it today? The darn Volkswagen Jetta print advertisement in today's Times of India. Everyone seems to love it but I just can't see why. And I had the same feeling about their previous ad campaign, so finally I decided, "this is it, you gotta write what you gotta write. Right?"
So here comes hamaar blog: Miss Bee's hues, muse, bemuse...

So what are you going to see on the blog?
I know I'm starting on a slightly criticizing note with the post that will follow, but this blog is just going to be my views, thoughts, rumblings on all things random.  So you can expect almost anything and everything here on your screen.

So love it or hate it, comments, discussions, debates, arguments are all readily welcome! (Though try to keep the language a little civil, please?)

Au revoir!
Miss Bee.

I tweet on:  http://twitter.com/#!/DevikaBharadwaj