The Mediocre Indian

The Indian…”makes a shot at the right thing and he hits or misses by chances so that no one thing is quite right.”
“No Masonry is square, no railings are straight, no roads are level.…A strange and curious imperfection and falling short attends everything.”
Lockwood Kipling (Rudyard Kipling’s father) writing in 1871.

What is it about us Indians? Why do we tolerate the mediocre? If you were anywhere near Delhi this past month then you would know how consumed we are with all that makes us a mediocre, second rate nation. Things do not seem to have changed very much since Kipling’s father wrote these words as he took charge of the Architectural Sculpture Department at the JJ School of Art in Bombay over 140 years ago. Granted, he was Englishman with a predisposition for looking down at us Indians but the truth is that today we still live with an attitude of “that’ll do-ishness.” We tolerate everything mediocre. Corrupt officials, bad roads, crumbling leaky stadiums, polluted rivers, a collapsing environment, oil spills, derailed trains, destroyed towns, bronze medals, almost winning.

You could argue it is to do with our belief in Karma. I mean what’s the use of progress and making this world a beautiful place when everything is in the hands of the Gods and man can only try so hard to overcome his inevitable destiny.

Perhaps it is a post-imperial hangover of a people that were ruled by doers and builders for over 600 years. After all the Mughals and the British really knew how to build, so we just carry on as if we are waiting for the next ruler to guide us to beauty and order.

Or perhaps it is a despondency and detachment of a people obsessed with being perceived as intelligent, beautiful or right while in reality we do nothing to make ourselves really progress in a truly adventurous way.

In a world where radical solutions are needed to solve our global economic, environmental, religious and ethnic problems, we Indians are happy to just sit back and plan lavish weddings and watch Rahul beat up his new wife and gloat about how clever we were in avoiding the global recession.

We have a system that has inculcated mediocrity for over 200 years – almost as an act of civil disobedience. Why should we fix anything when no one in power is really bothering to either. The American empire was founded on a can-do attitude built upon a puritanical work ethic and a belief in the world being theirs to harvest and exploit. The Chinese have leapt ahead with an understanding of how to harness a billion people into a labour force for the world and an agnostic attitude that works with luck and morality over faith and tradition. The Europeans maintain a high ground through a well-nurtured superiority complex, reason and faith in their institutions.

So how can we Indians overcome our seemingly genetic tendency towards mediocrity?

The answer lies in being led from above and below. From above we need to see our leadership embrace the higher ground, support progressive ideas, enforce laws, punish corruption, ensure infrastructure, collect taxes, finance education and the arts and lift all Indians out of poverty within the next 20 years. From below we each need to take responsibility for our selves, our homes, our streets, our neighborhoods, our towns, our cities and then our country. We should not tolerate corruption, exploitation and mediocrity in any form anywhere. We need to build an India that rests upon the laurels of its magnificent history and traditions and once again takes ownership of the higher ground around the World today. We can teach the world about our philosophies like Yoga, Ayurveda, Dharma, Ahimsa, Ekam sat vipra bahudha vadanti (the truth is one, the wise call it by many names), Vasudha eva Kutumbakam (the world is one family) and so much more. We can also learn to lead in the world by encouraging our entrepreneurs, scientists, thinkers, mathematicians, sports persons and artists to unleash their potentials by thinking out of the box and to raise India to greatness once again. We need to lead from above and below.

But none of this is possible until we learn to detest mediocrity and eradicate it wherever we detect its ugly face.

©2010 Raja Choudhury, New Delhi, raja@c3cube.com

C3CUBE initiates touch-screen kiosk entertainment revolution in India

DDS Kiosk Saket

Dilli DIl Se Kiosk, DT Place, Saket

During this IPL season, if you had walked into any of the major outlets of McDonald’s or Nirulas, the DT Mall Food Courts or any of 27 prime retail locations across the Delhi NCR region, you would have seen a crowd of young people engrossed in a futuristic, interactive touch-screen kiosk. This was the Dilli Dil Se Network, part of the Coca-Cola Dilli Dil Se marketing program celebrating the Delhi Daredevils and India’s first ever network of multimedia, broadband-enabled entertainment kiosks.

The Dilli Dil Se kiosk network was conceived and developed by acclaimed multimedia producer Raja Choudhury and his digital agency, C3CUBE Multimedia for Coca-Cola India as part of its integrated marketing program to leverage its sponsorship of the Delhi Daredevils during the DLF IPL 2009. This program also included a website, www.DilliDilSe.com, designed by C3CUBE.

Traditionally, touch-screen kiosks are visible in banks, at airports, stations, museums aimed at facilitating customer transactions, information or ticketing. This is the first time a kiosk network has been created solely for the purpose of promoting a sporting event and providing entertainment in a safe, fun-filled environment. And the formula worked! During the DLF IPL 2009, over 20,000 enthusiastic users between the ages of 13 and 30 logged on to the Dilli Dil Se kiosk network to cheer and celebrate the Delhi Daredevils steady climb to the top of the league table, and into the semi-finals.

DDS kiosk home page

The cutting-edge kiosk network integrated a large 19 inch letterbox touch-screen interface and a 32 inch LCD TV and provided dynamic content such as a promotion, games, a private social network, video mail, SMS tweets, a juke box, Bluetooth 2.0 downloads, videos, ads, team player game cards, 3D virtual tours and much more.

“This is a first-of-its-kind entertainment kiosk network” says Raja Choudhury, who has been building award-winning kiosks, websites, videos and TV programs in the US, UK and Indian markets since 1993. “We believe such a network that integrates Web 2.0, flash games, a social network, Bluetooth, video mail, SMS and music over a 2 Mbps broadband connection, has not been deployed so far. Coca-Cola India believed in our vision and we were able to make this possible during the IPL.”

C3CUBE and Coca-Cola India were able to attract some key partners to this pioneering experiment during the DLF IPL event including McDonald’s, Nirulas, DLF DT Malls, Kwality Group, Pind Baluchis, Zenga Mobile Apps, Waves, INOX cinemas, Vikings Game Zone and Airtel Broadband.

DT Mega Mall Gurgaon

Dilli Dil Se Kiosk, DT Mega Mall Gurgaon

Mansoor Siddiqi, Director – Integrated Marketing Communications at Coca-Cola India said that “The Dilli Dil Se kiosk network was a fresh initiative in the marketing of a brand asset. It enabled local Delhi Daredevils fans to cheer their team on, in an involving and fun manner, and achieved engagement metrics beyond our expectations.”

C3CUBE Multimedia is a two-year old agency with offices in New Delhi and New York that has already notched up major interactive successes including 2 Webby Honoree Awards in 2008 for OurWeddingDay.com and CBCWorldwide.com as well as numerous awards for JadeNYC.com and the documentary film “Spirituality in the Modern World.” The company now plans to launch a series of public multimedia projects in the Indian market, including a new tourism, information and entertainment kiosk network for Delhi called the Delhi I-Zone in time for the Commonwealth Games in 2010.

For further information contact Kritika Singh at Kritika@c3cube.com or call +91 989984749.

Mythology is Big Business in India

Sony Playstation plans to launch a Hanuman game for PS2, Ramayana on NDTV Imagine propels the network to top 3 status, Star Plus is about to launch a hip and cool version of Mahabharata and now Bollywood is about to embark on its first Mega 250cr Epic. Following in the footsteps of Lord of the Rings, Chronicles of Narnia and Harry Potter, the Indan Film industry – not to be outdone of course – is about to produce its first “Mega” mythological epic – and you should have guessed it – its going to be the Ramayana! The film, scheduled for release in 2010, is being produced by UK NRI Group Pyramid Saimira Group and directed by our very own Raj Kumar Santoshi (Halla Bol, Khakee and Bhagat Singh.) Good news is that lots of new jobs coming up for CGI experts, fashion and set designers, actors, musicians, extras and marketing types. More details here.

Its 2014. Google wins the Media Wars!

OK. It’s 2014. Google and Amazon have amalgamated to form Googlezon – Google owns cloud computing with the Google Grid and the New York Times and all newspapers are obsolete. Then Google launches EPIC…you have to see this great short film from the Museum of Media ….EPIC.

The State of Indian Design

Business Week, the international business magazine has done an interesting article – reflecting its current fascination with India as I am sure subscriptions must be climbing here – analyzing the the state of the Indian Graphic Design industry and the growing demand for talent, ideas and education. According to the article by Eliza Williams:

A poster from Ogilvy India's ongoing campaign for Fevicol glue.For a designer or advertising creative, India is a pretty exciting place to be right now. Rapid commercial growth has prompted an unprecedented client demand for design and advertising skills, while those creating the work find themselves in the exhilarating position of being able to shape and redefine India’s new identity, both within the country and internationally. All this change has occurred rapidly, however, at a pace that is perhaps too fast for an industry, in graphic design at least, that is still finding its feet. Design is still often misunderstood as a profession, and with a dearth of decent design schools in the country, graduates are finding that they often receive their real education on the job, a position that stretches already overloaded designers even thinner. The bounteous amount of work has also led the lines between advertising and design to blur, with ad agencies, which are far more established and recognised within the country, tackling aspects of assignments more traditionally found within the design domain. And, of course, overseas networks and companies are also edging in, keen to pick up a slice of the action.

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Spanish Film Festival: New Delhi – Now through 10th March

If the only Spanish film-maker you have heard of is Almodovar (or not even him) then this new festival in Delhi will be both a treat and an education for us philistines. A Spanish Film Festival is underway as i write this at the Stein Audiotrium (India Habitat Centre) and on the 10th at the Siri Fort Auditorium.

Last week, for her birthday I treated my wife to Volver, the latest film from director Almodovar and screen goddess Penelope Cruz which was being shown at the India International Centre. We had a great time as the Spanish flair for raw emotions, melodrama, strong female characters (all the men play very minor roles in his films) and a wonderful blend of harsh realism, comedy, tragedy and surrealism.

This new festival promises even more juicy offerings including Pan’s Labyrinth (a must see), a film by Antonio Banderas (yes, the Desperado and Zorro hunk) and a host of directors I have never heard of. I will be going to as many as I can and if you happen to be in Delhi, I highly recommend a look see. Especially as its all free.

Chandigarh Loses it Architectural Treasures

While most of the residents of Chandigarh are critical at worst or ambivalent at best about their “modernist” architecture, the rest of the world has slowly been stealing its unknown treasures and making a killing at international auction houses like Christies.

Furniture designed by Le Corbusier and his cousin Pierre Jeanneret – both were responsible for the city’s unique plan and its official buildings and many of its residences – which normally would be considered junk in Chandigarh and sold for a few hundred rupees were fetching prices of over $8,000 in some cases.

According to an article in the International Herald Tribune:

A handful of antique dealers from around the world have become regular visitors to government junkyards in Chandigarh, the experimental modernist city 250 kilometers, or 155 miles, north of New Delhi, conceived by the architect Le Corbusier in the 1950s. They buy up disused stocks of furniture that was specially created by Corbusier’s colleagues to fit out the new city.

The disappearance of large quantities of these distinctive, ultrafunctional tables and chairs – most of them designed by Jeanneret, Le Corbusier’s cousin, for the city’s government offices, courtrooms and colleges – has begun in recent months to alarm architects and some government officials in the city.

Citizens of Chandigarh should wake up to the potential goldmine they are sitting on and begin appreciating their heritage no matter how ugly it may seem to many. The city is suddenly worth millions on the art market.

Read this fascinating article here.