Let’s see how the professionals prepare themselves to play his reverse swing!The writer is former VP, consumer insight, McCann Erickson India. Even the coy, tongue-tied Bahu opens her mouth before the dreaded father-in-law who has taken dahez (dowry) from her father in an anti-dowry campaign by the government. Sure enough, this guy is popular among the morning joggers and has earned the nick name, "back gear guy".

And it connects with us because it brings in excitement, drama, wakes us up from inertia. Biba reverses the arranged marriage equation. The marketing yogi proclaims a mind blowing 150 per cent growth of his Patanjali group of products in a TV interview very recently as against the single digit growth of MNCs. In the experiential economy, we all want to expand the horizon of our experience without relinquishing our original role.chakraborti0@gmail.Every morning I meet this neighbour of mine taking a morning walk but in the reverse format.Role-flipping is perhaps the earliest virtual reality game conceived by the human mind. Waves after waves of threats like these terrorise our days; either we tackle them or they drown usin the present . Give a missed call and listen to songs of your choice. Are we getting tired of speed and all the new things Why, otherwise, is past such an important subject for communicating present products. Mother-in-law, the erstwhile police of patriarchy, could not have agreed more and enjoys the new drama standing in the background. By challenging the established, reverse widens the horizon and gets into a territory not yet explored. In an era of speed and change, life becomes a unidirectional journey to the unknown, a constant exploration. A reverse strategy to work out a win-win situation, listener gets to hear his chosen song for free, advertisers get his audience free of cost and make them listen to their ads. Refuse reverse and you are refusing to embrace the new, refusing to embrace change, and perhaps refusing to access the other side of the story. In the last two years, sidelined heroes and patriots have been brought into the lime light. We have heard umpteen numbers of stories where prince plays pauper, the master plays servant, man plays woman. Taking the proposition — dowry is bad, to dowry is a trap — the commercial showcases an outspoken bahu who proclaims that by paying dahez (in the form of a new scooter), her father has bought the son-in-law, along with the scooter.

The new marketing task is to fulfil this need — thus consumers are becoming sellers and content creators and the ordinary are playing the roles of experts in the media. We will probably see more of these as a manifestation of the age of experience.Culturally, we are masters of playing reverse. In a final show down in the marketing game, a monk is making a mockery of MNC brands. There is everything to be excited about it but nothing to own in it. Brands, products, media — all are conspiring with technology to reverse, compress and freeze time. Baba Ram Dev’s reverse swing beats the defence of mega brands. Classified papers and files have been thrown open to public. The brand, it is heard, will also launch a dubsmash contest for the social media savvy moms and kids as an extension of the campaign. The traditional system of the parents of the boy coming to see the would-be bahu in a so-called arranged marriage was up for a shock as the girl’s father springs a surprise, saying that he wants to visit the boys home to see if he can manage household chores and cook, bringing in a new dimension of ladka dekhna as against famous China Custom Special sculpt Signs ladki.com ad.

Perhaps there is a hidden need to connect with what we had.Today everything is in reverse count and makes us tense. The reverse thinking is a fresh way to drive a brand point of view — change is beautiful."Reverse" is not just a role-reversal, the core desire of human being is to reverse time. Oil and shampoo are merging in the same product offering, a single solution tackles seven signs of ageing, recorded programmes bring back the telecast of your favourite programme.We save today’s deadline and earn a fresh breath for tomorrow. He must be having some innovative health instructor’s advice to do so but I never felt like asking him. inds that we have forgotten to touch each other, which forms the bed rock of any relation. Child plays the father, daughter plays the mother in every house as a source of home entertainment.Why is "reverse" galore Where does the "reverse" connect with us and why "Reverse" gives legitimacy to what is not obvious.Back in my own domain of advertising and marketing, everything is on reverse mode — rudalis laugh in Radio Mirchi commercial because Mirchi sunnewale hamesha khush rahate hain.

In a recent Bournvita Little camp commercial, the child is lip-syncing the mother’s (Kajol) dialogue and the mom in turn, dubs the child’s lines. You can contact him on kishore. Lady commandos, BSF combat troop, Air Force pilots are all unheard of. We make communication out of missed calls. Jugad is in our blood and we love to beat the system. 2015 Republic Day parade showcased ladies taking over the tasks and positions so far reserved for their male counterparts.