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SYNG

Break rules. It feels damn good!

Habit

Growing up, I was brandished by my peers as the renegade, the square peg in a round hole, the tomato potato. Let me tell you, they made no mistake. I could care less of what they thought. What went off their father’s anyways? Punctuality and I hadn’t been acquainted yet. I deliberately arrived late everywhere, even school, where people would get in trouble for coming on time, kind of school.

It wasn’t that I had a rebellious nature of any sort, like the Guvera’s or Hendrix of the world. Nor were they hiring first graders out of private school.

I just simply refused to follow man-made systems. Why should we follow systems? And man-made systems? Why can’t all the schools of the world start at 10am and not 7am? Who makes all the rules anyways? Some man sitting way before I was born – at an old desk made of wood – decided schools should start at 7am so as to make the lives of children miserable.

He was a lonely man, drinking hooch, naked, by the fireplace, dreaming unicorns and not worried about the parents of children he had in his room that day.

Since I was never on time, I figured, what the heck? While I’m at it, why pay attention in class or even face the teacher? As it is classes are boring and they have you do ‘kiddy’ stuff. Where the adults at bro?

All those repeated lectures, no bathroom breaks, as if I had committed a biological sin. Having to wear a uniform, which would have any rock star from the 60s cringe.

It must have been the naked principal, who made us come at 7am. No pun intended. Why couldn’t we be kids, when we were kids? It’s a system everyone chooses to follow because of a few reasons. One could be because they choose to accept what’s being handed to them. Another being not having the balls or guts to change and question ways.

Who wants to fucking reinvent the wheel, right? Right?

Classrooms were full of boring textbook knowledge (who knew Google would be a thing) and a far cry from “kids-oriented.” I chose to stand at the back of the class and stare at the interesting wall (it was a blank wall painted white) sharpening my pencil.

It was a self-fulfilling prophecy!

Time would fly and my parents were happy. Everyone was happy. Like Coachella back in the day. Shortlived and at bay, were these sweet periods, only in time for report card season. Before the arrival of grading thunderstorms, I had nothing to worry about and went about being a carefree chipmunk.

Turns out I was never paying attention in class, my report cards read like a fairytale with many climaxes. Think little red ridding hood gone slutty, shaving her head, screwing the wolf and selling the video rights to Pornhub. It was a thrill, however, my parents didn’t seem to agree much. They murdered and reincarnated me, every time they saw a report card.

In retrospect, how silly were those fucking report cards.

As school progressed, I chose to put my life on the line for the sake of my career. Did all the leg work! Such as: Never being on time, not having the proper uniform, bunking class, never read or studied for a single exam. It did give my parents sleepless nights. But, I did what I wanted. It sure felt good! Fucking stubborn little prick.

My reckless behaviour continued, I had failed in every class offered by the CBSE syllabus. I had carved out a unique niche for myself, an ‘I could care less’ kind of niche. On several occasions, I was told by my teachers & especially the naked guy that I would one day serve tea at stalls. My ignorance allowed me to live beyond those remarks.

The only people who had any faith in me were my art teachers, they did see something in me. It could have been for the reason that all I actually did in class was draw, draw and draw – during math class, during science class, during biology, during prayer, during detention and any other time that I got. Even in the loo, crouched over the poop station, for that matter.

Let me tell you I am no artist or painter, I couldn’t paint for beans now. How ironic! Isn’t it! Well, it so happens my ‘I-could-care-less’ attitude got the best of me and I stopped drawing. What a waste of talent, you may be thinking? Stop it, right this moment. What goes off your fathers? It’s my life (cue Bon Jovi).

Life continued. I did get into a college eventually. You must be wondering how? After all, he did fail every class. Well, it turns out my daddy knows people everywhere, freaking everywhere. College days went by like a blink of an eye. Almost like this sentence. Made good friends, though!

Friends, I can count on with my life. Ok, maybe not that dramatic but with my pencil and sharpener. I know, I know sharpener, but gotta give those guys some credit. It’s a public blog for crying out loud. Hey Brian! Playing XBOX tonight?

This meaningless life was going nowhere. All the partying, sleeping around – the alone at home, alone type, drinking, going for crazy long drives with friends, had come to a climax.

The movie needed a twist. Here came the director, my dad – finally sick of my disastrous endeavours. He decided to take matters in his hands and have me pack my bags and sent far-far-far, really-really far away from home.

OK. Maybe, it’s not that far. It’s a two-hour flight from home. Here, the place far away from home, called the world of ‘Really-silly insanely-dumb let’s talk jargons’ world of advertising, I discovered lunatics have a place on earth. At that moment, I knew I was home.

Categories
SYNG

Brandishing brands is the name of the game

“Yes dad, that’s right. People are foolish to waste money on big brands, one can buy the same t-shirt at the local shop for Rs. 200”. That’s how an argument ended with my dad on the phone, following my purchase of an expensive branded t-shirt.

The number of international brands flooding Indian markets everyday is mind-boggling. Earlier on, only a few had the privilege to get branded stuff through a relative coming from abroad or if they were lucky and had the opportunity to go abroad themselves.

Now you don’t have to wait in long queues outside embassies to travel abroad or be super rich to see something extraordinary. All you have to do is step in a local mall where lists of international brands are displayed at every possible visible corner.

This phenomenon has brought in a new paradigm, giving birth to fresh mindsets. Largely consisting of the ones who buy only things of known brands as these are now easily available and the ones who could care less of what they wear.

Surely now the question arises why does one splurge on something such as a branded cloth which is five times costlier than the similar stuff available in a store in close vicinity of the mall.

What makes one shell out those extra bucks? Are we getting a premium product? Is it going to change the way we do things? An argument in the mind starts, “What am I really paying for? The material certainly doesn’t feel different; the quality may be better but not out of the sky. We try to reason out with ourselves thinking; it’s such a big store, an international brand & fashionable.

Why all this baloney?

May be the only reason why one purchases a brand is because of the way it makes one feel. As humans we tend to make judgments based on appearances. This holds true for more than large part of the population. Now for instance the ones who don’t care of what brand they wear as long as they are wearing something. They fall in a similar trap. It’s only in their head that they don’t care what people think of what they wear. They think people who spend money on such expensive brands are stupid and illogical. They say that such people only wear such dresses or shoes or glasses merely to show off.

If only both sides were cleared once and for all of what they both are. A person who doesn’t bother wearing branded thinks he is above all and no one can control him, he makes his own choices, but let me tell you that some businesses have been created especially to cater that type of clientele. These businessmen have decided what people of that mindset will want to wear. They are definitely not much different from the ones who splurge. Cause another set of business is thriving on people who want to be seen wearing the latest and trendiest.
At the end of the day there are a few who want to be known for their labels and style & others who care less.

Now surely what you wear won’t change you as a person but will make sure that the way you feel is comfortable and in your own skin. I guess it’s a battle for that only…

Categories
SYNG

Mosquito Coil

Brand : Mosquito Coil

Television

Scene 1

Black screen

Background sound : a man spanking a woman.

Sound of slap!! Woman ‘Awnnhh aur maro!!!’ repeat for 5 seconds

Scene 2

Line in center in white : mosquitoes?

Scene 3

Product Shot + tagline of mosquito coil.

Categories
SYNG

No Marks Cream

Winner of The Royal Creative Rumble

Medium : Television
Product : No Marks Cream XYZ Brand

Idea 1

Scene 1: Bosses Office (Cabin) 2 people, Boss & Employee, Boss yelling at employee regarding business. Later tells him to take his wife out for shopping. Employee while nodding his head says “Yes sir”.

Scene 2: Morning in office lobby same employee running to catch the elevator. Just manages to enter the elevator at the last moment. He is late for work. On entering starts fixing collar of shirt. Notices a hickey on his neck. On seeing the hickey he has a grin on his face. Looking satisfied from last night with the bosses wife. He takes out the no marks cream from his jacket pocket and applies it to the hickey.

Scene 3: Inside Bosses cabin. Door opens the employee walks in(shot in such a way as showing the area where there was an hickey earlier, which is no longer there) and says “you asked for me, sir”. Boss replies and asks “did u take my wife”, employee looks at the boss with a very subtle grin on his face, replies “yes sir, I took her”

Scene 4: Product shot

Idea 2

Scene 1: 2 Families, boy’s and girl’s sitting together in the drawing room. Boys & girls parents discussing if the boy and girl like each other(wedding), having tea, sharing jokes, laughs. Girl’s mother says to daughter “why dont you show Rahul your room”. Boy and girl look at each other with shyness, a small smile, start walking towards the room.

Scene 2: Girl boy enter the room, the girl locks the door behind her as she enters. As soon as the door has been locked both look at each other and give a naughty smile and have chemistry sparking.

Scene 3: Both are now standing in-front of a huge mirror in the girls room and getting dressed, when the boy notices a hickey on his neck, he panics. Girl holds his arm reassuringly with a naughty smile and hands him the No marks cream. Boy applies the cream.

Scene 4: Boy and girl walking back into the drawing room, sit down with their respective family opposite each other. Girls mother says loudly while looking at her daughter”Is there chemistry”. Girl & boy look at each other with a smirk on their faces and simultaneously say “Yes”

Scene 5: Product Shot.