Posts Tagged ‘People’

Disorder.

Posted: July 18, 2015 in Rantings
Tags: , , ,

The Confucian myth that challenged Taoist sage in Chinese mythology spoke of collective within the nature and saw culture as order. Jade Emperor maintained the harmony and the Emperor of the Forbidden city had to simply mimic him ritually for the order. This was practical here and now worldview. Chinese people abhor disorder.

Coming to India, the mythology was totally different. Indian mythology understands that everything changes and nothing lasts forever, not even death. Indian mythology speaks of infinity and impermanence. In this scenario, there was always a tension in India between different truths. Myth is a subjective truth, your truth and my truth, not truth.

We, Indians, are so used to disorder. From our own personal work ethics to Governmental agencies, from our academics to the services we have around, nothing is ever in order. Even in mythology, different truths trying to establish themselves did bring disorder. We are so used to it that when things go in order, we either get surprised or start complaining with vague arguments like, before bringing this in order, improve that and etc, forgetting that everything has to begin somewhere and such things won’t happen overnight.

What makes me talk about this topic is relating to what I have experienced lately. Last two weeks, for my work, I had to travel to Fort. It really amused me how the entire crowd mobilizes itself, walks in a mob as the Signal indicates green light for people to cross the road who would then use Zebra Crossing. Everyone would ensemble at the end of the footpath, stand till signal gives permission and walk the other side. In one of the days, I went to Indiabulls Finance Centre to meet a friend and I saw a similar case where people would move in a line, move in one mob, walking from one end to the other. Maybe such small things happen a lot of times in our routine and we conveniently ignore but eventually in my two weeks stint, I did happen to notice this marvel. It felt like I have traveled to a different country altogether.

What happened to me later was when I would see signal blaring green for the cars to move and see few people yet, trying to cross, it would give me a fit of rage, as much as it gave the drivers who would honk louder than usual. Also, those few people who would just not stand on footpath and take away half the road almost blocking a sizable road for the cars to move freely and at most of the places, especially Station roads, people would consider the entire road as footpath (definitely not talking about locations where footpaths are taken over by hawkers) are no less idiots. Even if the cars would honk, they would still walk ignoring the noise but would just not start walking on the footpath.

But anyways, I liked this feeling of seeing things in order. A very small thing but some day if you go walking from Churchgate Station to D.N. Road or Horniman Circle or nearby areas, try noticing this simple marvel. I am sure you will feel good about it.

Source: Industrialtour.com

Source: Industrialtour.com

Advertisements

labelllesscoke

Source: Coca Cola Company Website

Middle-East is set to receive a limited edition Coca Cola without any labels this Ramadan. The promotion titled “Remove labels this Ramadan” is an extension to Coca Cola’s ongoing larger campaign, “Let’s take an extra second” which aims at calling people to get know one another beyond first impression, preferably over a beverage.

In one of the best ad campaigns that I have come across this year, McCann owned FP7/DXB, the agency behind the campaign, said in a statement in Dubai, “In the Middle East, a region with over 200 nationalities and a larger number of labels dividing people, these Coca-Cola cans send a powerful and timeless message that a world without labels is a world without differences,” In this powerful campaign, Coca Cola has decided to do away with their iconic cursive brand name and keep only their design layout with one side of the can bearing words, “Labels are for cans not for people.” This anti-prejudice, pro-tolerance label is set to put out a strong message to stop judging people and get to knowing them irrespective of their background, culture, language or nationality.

This campaign will be run throughout the holy month of Ramadan in a bid to rid of stereotypes and spread happiness to a wider community. In addition to the campaign, a social experiment video co-produced by Mr. Memac Ogilvy is also released where a group of people from diverse background are made to sit in dark and converse with each other and after a while, lights are turned on where they find each other that sort of person whom they would never talk to if they ever ran into each other.

I don’t know how they got away with labeling rules and guidelines but then there is no denial for this powerful beautiful campaign launched by them. Well done, Coca Cola 🙂

Source: Mashable.com

Source: Mashable.com