Tagged: India

Aug 13

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

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Nov 05

Come on Hindustan Times! George Bush as Keynote….why?

The Hindustan Times wins the Award from me for Creative Blunder of the Year!!!

After a great rebranding exercise and the visionary writings of Sanghvi, Thappar, Hazra and others, who does the Hindustan Times choose as key note for their Leadership Forum: George Bush! Possibly the worst President of the United States in its turbulent 233 year history.

Talk about leadership lessons on things not to do, George “Dubya” Bush takes the cake. Don’t sign Kyoto. Don’t destroy Al Qaida. Attack Iraq. Give profits to your friends at the Oil Companies and Haliburton. Destroy American education. Lead the world into the second worst recession ever by deregulating the financial markets. Have the lowest rating of any President ever.

But in India we love him. Why, because he was “our friend” and gave us “almost” super power status by signing the 123 Nuclear Accord. And like all creative (not) Indians we bring him to our country, give him high honours and then ask him like we ask everyone we meet in our own unimitable, whining, groveling, self-effacing, insecure way “ Please sir, why is it that the World does not give us rightful recognition as a super power and a seat on the Security Council…”

And what does the great, erudite leader of the free world George Bush say in reply….”Get over it!”

Come on Sanghvi et al., let’s choose some better leaders next time round and guide India in the right direction….

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Jun 03

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.

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May 22

DilliDilSe.com brings a fresh take on the success of the Delhi Daredevils.

DilliDilSe.com Home Page design - moveable ajax tiles provide interactive intro to exciting site

DilliDilSe.com Home Page design - moveable ajax tiles provide interactive intro to exciting site

New Delhi, 22 May 2009 – As the Delhi Daredevils make their way into the semi-finals, one website is proving a big hit with fans as it celebrates the victories in a novel and unique way. Developed by New Delhi and New York creative hotshop, C3CUBE Multimedia for Coca-Cola India, www.DilliDilSe.com takes Daredevils fans into an alternate universe with a fun game called “Get Gauti to the Match”, a multimedia team section with shareable and collectible virtual fan cards, a complete social club with friends, forums, crazy videos, a slogan contest, a 3D guide to the Ferozeshah Kotla stadium, Delhi events from Buzzintown, live scores, music, prizes and much more.

DilliDilSe.com is Coca-Cola India’s first entry in the Web 2.0 world of rich online media and social networking as part of its sponsorship and promotion of the Delhi Daredevils team during DLF IPL2 in South Africa. It partnered with Webby award-winning creative agency, C3CUBE Multimedia to design and deploy both the website and a network of 27 multimedia touch-screen kiosks at prime customer outlets such as McDonald’s, Nirula’s, DT Malls and other locations across Delhi NCR.

DilliDilSe.com takes a very different route from the regular fan community and team sites during IPL 2. The site integrates bright and cheerful design elements, cutting edge Ajax technologies, rich media flash content in the forms of games, tours and fan cards and the best of Web 2.0 technologies including a social club with friends, videos, photos, slogans, forums and short messages. Fans can interact with Gauti, Veeru, Amit, as well as each other in new and unusual ways within a safe, fun-filled environment.

In describing the vision for the site Mansoor Siddiqi, Director of Integrated Marketing at Coca-Cola India said that “we felt the Delhi Daredevils fans needed something in addition to the regular channels of communication, to share their passion for the team during the DLF-IPL season in a dynamic and interactive environment…and DilliDilSe.com is our way to help them cheer the team on.”

Raja Choudhury, Managing Director of C3CUBE Multimedia said “the partnership with Coca-Cola pushes the boundaries of what is possible in sports promotion in terms of online presence, and we are excited to see the success of DilliDilSe.com as the Delhi Daredevils shoot to the top of the league table.”

For further information contact Kritika Singh at Kritika@c3cube.com or call +91 9899847497

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Feb 29

Hope for all Creative Indians

In case you ever begin to feel that we creative types could never make it in a really big way or have a real impact on the world, there is comfort in the knowledge that India’s most pioneering and successful entrepreneur Ratan Tata trained as an Architect at Cornell before turning to revolutionize his family’s business. OK, he was given a silver spoon to start with but just look at how big he went and made it…a grand vision from steel to the Nano and Jaguar…Vision….something he picked up in design school perhaps.

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Feb 29

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.

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Oct 18

The Great Indian Web Rush….

According to the world’s leading Web traffic measurement service Alexa, only 5 of the of the Top Twenty Websites in the Indian Market are indigenous Indian products – the rest are all products of global media giants like Google, Microsoft, ESPN and Yahoo. On the Indian front, the usual suspects Rediff (#5), Naukri.com (#12), IndiaTimes (#14) and Sify.com (#20) rule and one private site DebonairBlog.com (a porn site – #19) lead the way.That makes 4 big Indian brands and 1 porn site!

Further along we have Raaga.com at 24, Bharatstudent.com at 30, SantaBanta.com at 33 and Indian Railways at 37. Good to see some independent entrepreneurs breaking the top 40 ceiling – well done! But there should be many more in the top 40.

So what does this tell us. Well, while it may appear that in the future, the Web in India might be brought to us exclusively by multinationals and large Indian publishing companies, the truth is that what we see before us is a huge opportunity.

The Indian Web market is about to cross over the 60 million user mark this year (25 million active users) and if all predictions prove true, we should have over 100 million active users by 2010 (Nielsen Net Ratings). On the other side broadband home access and the rapid spread of credit and debit cards will help create a vibrant ecommerce market well in excess of the current $1 billion (eStatsIndia.com). This means that the Indian market is ready for a wide range of new service, utility, shopping, leisure and entertainment sites that cater to this upcoming boom. These are heady days for Indian Web Publishers. What’s stopping you?

…Read my next post on branding to help you map out your conquest of the Indian Web market.

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Jul 29

Welcome to The Creative Indian

Greetings. This Blog is under construction and will bring you the best ideas in Online and Multimedia Branding, Creativity, Design, Innovation and New Thinking for Entrepreneurs, IT Companies, Media Companies and Designers in India and around the World. This Blog is published and edited by me, Raja Choudhury. My background is in online Web Branding and design (responsible for numerous award-winning multimedia projects and Websites in the US and UK markets over the past 14 years) as well as Architecture and Documentary Film Making. Look forward to sharing many creative ideas with you in the future.

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