Wednesday, October 15, 2014

Traffic Jam...

There was a loud screech from the rebellious tyres as the bus came to a sudden stop. She hurled forward slightly as the bus applied sudden brakes. She looked up from her tablet, paused the movie she has been watching and removed her ear-phones, wondering what could have caused this sudden halt.

All the passengers were craning their necks to get a better view of the resulting commotion. Through the raised voices of the driver and some random commuters outside, it was evident that a collision of sorts had been prevented at the end moment. They seemed to be arguing about whose fault it was, mouthing a string of cuss words in their vernacular. She frowned slightly, annoyed that there could be a delay in reaching office – yet again…

Road accidents were not uncommon in Bangalore’s busy rush hour traffic. There seemed to be hardly any decorum or even minimal road sense with every large and small vehicle demanding priority passage. Loud honking and furrowed brows dominated the morning scene. Flaring tempers followed suit.

She sighed and sunk back in her seat, stuffed the earphones in her ear and resumed the video, thankful to have some respite from this commotion. It looked like a long wait, but at least she needn't get upset about it.

Just then her phone buzzed.

She had a new WhatsApp message from the group of friends from her previous company. There was some random chat in progress about one of the team getting ready to tie the knot. Everyone in her circle was either getting hitched or getting knocked up. It was impossible to escape such status posts even on Facebook, which made staying long on such social sites a real pain for someone like her – single and trying hard to remain so. “Married, with kids” seemed to be the most coveted status update. It was hard enough with all the society aunties spouting their so-called “concern” about her marriageable age slipping out of reach, every time she visited her folk back home. And all her married friends were all gung ho about their recent new acquisition – their husbands/bundles of joy. All of a sudden, they appeared to be from some distant planet out of her comprehension.

She sighed and added her “congrats + suitable smiley icon” to the already long list of superfluous wishes on her WhatsApp group, not wanting to appear socially obnoxious because she herself was out of the realm of weddings.


Her thoughts wandered unbidden to Vishesh – her “ex”. They had broken up a year back after four years of tumultuous togetherness and the emotional gash from the break-up had not quite healed completely. There was a dull ache that at most times, she was able to quell with self-imposed workaholism. At other times like these, stuck in a sluggish traffic jam and goaded by peers, an avalanche of memories threatened to ruin her peace of mind.

Not that they were totally incompatible. Just that they had some deep-seated differences of opinion about certain fundamental issues. Hers was to have a stable career before tying the knot; his was to play the field in the meantime. When she realized she was being two-timed by someone she thought she had known so well and cared so deeply for and with none other than her best friend…well, heartbreak is heartbreak…Words, smiles, promises, dreams, friendship, warmth – everything lost meaning in a fraction of a heartbeat, in the light of splintered trust.

Like every other girl fantasizing about a stable relationship that would metamorphose into wedded bliss, she had believed that he was “The One” from the moment they had met in college. Over the years that they had known each other, their friendship had evolved into a deeper bond. Her faith had never faltered, even though they had their share of crests and troughs like every other couple known to man. He was charming – she’d give him that – and he always knew what worked for him and when. He would always find a way to worm his way into her good books no matter how many times he might have screwed up. It was always hard to question the sincerity of his promises even though there were countless times he never really delivered on them. Or paid heed to her wishes. Until the time he had taken it too far – by hooking up with her best friend of many years and keeping her in the dark for months before she finally caught them in the act.

It was at a traffic jam like this that she had caught sight of Vishesh’s car. He called her up earlier that week to say he would be out on a business trip for a few days. And there he was cozying up with her best friend in his car, the two of them cootchie-cooing like a pair of love birds. When she called his number and asked where he was, to her astonishment, he answered that he was still out, preparing for a business meeting. His deceit had left her aghast and deeply hurt.

She had been blinded by his attention and mojo too long that when his unfaithfulness had finally hit her, it had hit her smack between her eyes, draining her of all emotion and leaving her numb. The tears had come later, much later, in torrents and trickled to a thin stream of pain or spurts of recurring memories getting blurrier and somewhat bearable with the passage of time. Now, she was hardened by life in general and reasonably happy with her state of being. Love wasn’t the be all and end all of life, and you never know what the future has in store.

She had probably had a near miss on that one. A wake up call of sorts. An accident averted by divine providence – perhaps just like this one that caused the traffic jam. May be there was still hope for her yet.

9:25 AM.

If the bus didn’t pull out of the verbal stronghold, she was going to be late and miss the morning’s meeting.

She looked at her buzzing phone. Another notification, now on her Facebook page. She fought the urge to ignore it. Funny, she mused, how social media has gone on to integrate all social life of this generation whose day begins and ends with their social media enabled smart phones. But in the process, technology has also managed to alienate them from real conversations with real people – for instance, one’s co-passengers in the bus.

She looked at the passenger beside her, for the first time. He was a well-dressed, youngish, bespectacled guy with a clean-shaven and lantern-jawed profile engrossed in his smart phone, occasionally looking up to see if the commotion outside had subsided. She could relate with his growing impatience.

Must be an IT professional, she thought, like the million other software engineers headed for work to some multinational software company. Bangalore was teeming with such people who made a living by solving the business and technology problems of the globe. She was one such person herself and her work kept her sane.

9:30 AM.

The quarrel-mongering drivers of either vehicle had finally quit their tamasha and decided to give in to the persistent honking of fellow commuters. The bus pulled ahead reluctantly and she sighed with a mixture of relief and impatience.

Her co-passenger glanced at her and smiled pleasantly. “A tough one, huh?”

He had a nice voice, she noted and soft eyes that crinkled behind the glasses. She answered levelly “Yeah! You can say that.”

“Had they gone on any longer with their verbal tirade, I’m sure most of the people in the bus would have stomped out in anger!” he chimed.

“Hmm...” She gave a non-committal smile.

“Hi, I’m Arjun. Arjun Mehta” he extended a palm in introduction “I am a software developer at ZDS in Whitefield.” ZDS was a reputed software firm, needing no further clarification. “I have seen you travel this route before. Nice to meet you…”

“Ashvika” She answered, taking his proffered hand “Financial analyst at Societe Generale. Nice to meet you too...”

There is that split second when time stops. A silent moment when eyes meet and smiles converge. You can call it a heartbeat or an eternity. You can call it destiny or a second chance.


She opened her mind to possibilities. And thanked the traffic jam…

Wednesday, October 8, 2014

Shop till you drop…And then shop some more!

The recent 'Big Billion Day' fiasco by Flipkart has given rise to a spate of discussions – some positive but mostly negative – around the marketing gimmicks employed by e-commerce businesses these days. One of the leading national print publications showcased a page-length ad by Flipkart – right on the first page so it hits the urban, tech savvy crowd smack in the face the moment they open their newspapers on Monday morning.

The result? An unprecedented flurry of shoppers to be the first in the scene to grab a bunch of items on a so-called ‘limited offer’ day long sale…

No doubt it was a bold move by Flipkart to overhaul sales and get maximum traffic to their website in a day. Within just 10 hours of the working day, Flipkart recovered more than $100 million in gross merchandising value (GMV). There was tremendous traffic onto the website that clearly indicated the depth and breadth of online shopping frenzy prevalent in the market.

Not to mention that the same newspaper also flaunted an ad by Flipkart’s competitor Snapdeal in the following page with cheeky catch-phrases. Amazon, a seasoned player in the e-commerce field, though a fairly new entrant in the Indian market was not far behind in stealing the thunder from Flipkart’s ad. Competing hashtags that went viral was nothing short of war. Apparently trolling is no longer a cause for consternation. All is fair in love and online marketing. ‘Dog eat dog’ world that it is, one can hardly blame such antics or judge all outliers such as Flipkart and Snapdeal going the extra mile. In an age where online shopping has become a byword for the urban, internet enabled smart phone wielding, wallet-toting youth, there is a clear jostle for supremacy among online marketers and etailers.

Amid all this brouhaha, one wonders the long-term implications of such drastic devil-may-care gimmicks to woo shoppers by droves. Was it a well thought through exercise launched by Flipkart or an impulsive plunge to be the first in the scene? Will it make a lasting dent in the psyche of online shoppers that is growing by the minute? Or will it be forgotten in time – only the brand having made its stamp in the minds of the Indian masses. Either way, it was a risk – calculated or otherwise – that Flipkart chose to take.

Now, Flipkart's scheme to lure in customers may have been revolutionary, but it had its share of glitches that cannot be brushed under the carpet in a hurry. There were a bunch of products ranging from apparel to accessories to electronic gizmos which flaunted a staggering slash in prices and were hard to ignore. When shoppers would go as far as selecting the items or adding them onto their cart, the items would mysteriously appear as "SOLD" or "OUT OF STOCK" or even worse - show their regular, everyday prices without the promised discount! Even those who successfully managed to place an order found that their orders were unfathomably cancelled without their permission or any kind of intimation. Needless to say, there was a rise of disgruntled customers who opted for competitor shopping sites where the festival season anyway promised heavy discounts. What started out as an audacious tactic fizzled out when shoppers realized they were being duped. It might have brought in the dough. But it has cost the brand dearly.

What does it mean for the customer?

Customers are no longer fooled into making snap judgments and instantaneous purchases. They go through all online and offline avenues comparing costs and features, analyzing peer reviews, participating in social media discussions, looking for the most viable deals before making a purchase decision. They are not shy of voicing their opinions on products or sharing their brand experiences with peers. They influence the brand’s image in a big way and form lasting impressions. Social media provides an integrated platform for expression of customer feedback. The availability of internet aided mobile devices and a plethora of apps make online shopping not just a convenience but a way of life.

If not one, there is always another brand round the corner, promising more. There is no dearth of choices with many such marketers joining the e-commerce bandwagon, each looking to outdo the others and fast. Upping the ante to evolve with time is the need of the hour for any brand that wishes to stay in the good books of the customer for long. Furthermore, businesses need to have a sound marketing strategy to analyze customer sentiments from the trove of data generated across all online and offline platforms in order to cater to customer needs in real-time. In short - customer first...


Shopping has been a necessity for some, therapy for others and ultimate pleasure for most, equivalent to eating chocolates or taking a vacation after a hard week or even falling in love, maybe! The thrill of getting new stuff to flaunt around is quite a heady one. But while earlier it was more of a necessity versus availability issue, now, it is more spur of the moment ‘binge shopping’. Irrespective of whether one needs something or can afford it, one grabs what one wants. Thanks to flexible payment options such as credit cards, cash-on-delivery (COD) and internet banking as well a range of perks such as discount coupons, loyalty points, payback systems, easy return policy and no extra charge on cancellation, online shopping rules the day.

It is indeed a dream come true for true blue shopaholics and wannabes who live by the maxim “Shop till you drop!” But we wish online marketers would clean up their act before its too late for them. Customers have their options open anyway. More power to the shopper, yay...!