By Arun Raman
Culturally, we Indians don’t learn. Not because we're illiterate, however because we don’t write. We are conditioned to the unwritten phrase. The history of our civilization is unwritten, our great stories too.
Ancient Indian history is etched on temple work of art and statues. This permanent cast-in-stone document isn't easily shareable past the instant house. It didn’t have ‘virality’. So, the history travelled with travellers and artisans. Story by means of story. Word of mouth. And every artist ‘interpreted’ what he had heard and added layers to the story, making a deeply enriching saga out of what most likely began as a fact. The stories were lapped up by means of the folk in the type of temple art, performs, ‘kathas’ and songs. And these types of communication added additional feelings to such ‘myths’.
As Indians, we choose talking and debating, and making issues larger than they if truth be told are. We upload masala to the entirety. We interpret the stories of others in our personal approach. We be informed instinctively to learn between the traces, even supposing there isn’t a single written line. Because we're raconteurs and interpreters rolled into one.
Yes, India is ready legends. Nothing magical, in point of fact. Or exotic, even. Just the mere fact that our history and stories have not been documented as books however as art. And art has at all times been about interpretation.
Let’s take ‘trendy’ art – the ‘art’ of Indian Cinema. Our movies are “illogical”. When Manmohan Desai showed Amar, Akbar and Anthony, in combination joined intravenously with their blind mom, we didn’t bat an eyelid. Three younger males unknowingly giving blood to a girl who gave them life, used to be so stuffed with drama and emotion and suspense, that we didn’t care in regards to the logic.
It used to be legendary, yet plausible – and it used to be a super-hit! Because, we connected to the bigger ‘why’ rather than the transient ‘what’.
For, the East consumes (and therefore creates) content in a different way from the West. But, what about Avatar, Batman, etc? Aren’t they fantastical too? Yes, of course they are. But for these movies to be understood and rationalised by means of the scientific Western thoughts, they need the shroud of ‘sci-fi’. Science fiction is a crutch for them to procedure the irrational.
Because the West is determined by logic, and its target market buys and digests that logic. We, on the other hand, live to tell the tale feelings and use content to create magic in our heads. Myths are crafted in the minds of the recipient, while information are said by means of the narrator. And myths and legends are far more entertaining, proper?
A David Dhawan film is liked because you'll depart your mind outdoor the film hall. A Christopher Nolan film is made so you'll elevate your mind into the multiplex (after duly servicing it, and checking the motor-oil stage). Brains are for logic. Hearts demand feelings.
My daughter used to be finding out the piano. She had a e book with written notes. Her luck on the piano is rated by means of how ‘true’ she is to the notes. If she does neatly and joins a Philharmonic, it'll be the same (stick to what's written). She used to be additionally finding out Carnatic vocal music. She had a e book with written notes. But her luck can be measured by means of how neatly she provides slightly little bit of her personal individuality to the raga. Even as a student, she is inspired to decode and interpret the raga uniquely. And to move past the written phrase. In fact, she is coaxed by means of her teacher to learn between the traces.
And our ads?
Advertising in India, too, is tremendously other from that in the West. While we try to provide a logical argument for what we promote, our consumers pay more attention to the emotions of how we inform.
Because, in our minds, the reasons-to-believe are less about what the product does, and more about what it could do. In the story-that-is-just-short-of-being-complete, we love to fill in the gaps with our personal creativeness – our personal interpretation gives an entire new private meaning to what we've just heard.
To achieve India, manufacturers should perceive and create ‘myths’ with a purpose to develop into legends themselves. Because an Indian can learn between the traces rather well. And this has been proven through millennia.
(The author is Head of Strategy & National Planning Director, GREY team India)
Culturally, we Indians don’t learn. Not because we're illiterate, however because we don’t write. We are conditioned to the unwritten phrase. The history of our civilization is unwritten, our great stories too.
Ancient Indian history is etched on temple work of art and statues. This permanent cast-in-stone document isn't easily shareable past the instant house. It didn’t have ‘virality’. So, the history travelled with travellers and artisans. Story by means of story. Word of mouth. And every artist ‘interpreted’ what he had heard and added layers to the story, making a deeply enriching saga out of what most likely began as a fact. The stories were lapped up by means of the folk in the type of temple art, performs, ‘kathas’ and songs. And these types of communication added additional feelings to such ‘myths’.
As Indians, we choose talking and debating, and making issues larger than they if truth be told are. We upload masala to the entirety. We interpret the stories of others in our personal approach. We be informed instinctively to learn between the traces, even supposing there isn’t a single written line. Because we're raconteurs and interpreters rolled into one.
Yes, India is ready legends. Nothing magical, in point of fact. Or exotic, even. Just the mere fact that our history and stories have not been documented as books however as art. And art has at all times been about interpretation.
Let’s take ‘trendy’ art – the ‘art’ of Indian Cinema. Our movies are “illogical”. When Manmohan Desai showed Amar, Akbar and Anthony, in combination joined intravenously with their blind mom, we didn’t bat an eyelid. Three younger males unknowingly giving blood to a girl who gave them life, used to be so stuffed with drama and emotion and suspense, that we didn’t care in regards to the logic.
It used to be legendary, yet plausible – and it used to be a super-hit! Because, we connected to the bigger ‘why’ rather than the transient ‘what’.
For, the East consumes (and therefore creates) content in a different way from the West. But, what about Avatar, Batman, etc? Aren’t they fantastical too? Yes, of course they are. But for these movies to be understood and rationalised by means of the scientific Western thoughts, they need the shroud of ‘sci-fi’. Science fiction is a crutch for them to procedure the irrational.
Because the West is determined by logic, and its target market buys and digests that logic. We, on the other hand, live to tell the tale feelings and use content to create magic in our heads. Myths are crafted in the minds of the recipient, while information are said by means of the narrator. And myths and legends are far more entertaining, proper?
A David Dhawan film is liked because you'll depart your mind outdoor the film hall. A Christopher Nolan film is made so you'll elevate your mind into the multiplex (after duly servicing it, and checking the motor-oil stage). Brains are for logic. Hearts demand feelings.
My daughter used to be finding out the piano. She had a e book with written notes. Her luck on the piano is rated by means of how ‘true’ she is to the notes. If she does neatly and joins a Philharmonic, it'll be the same (stick to what's written). She used to be additionally finding out Carnatic vocal music. She had a e book with written notes. But her luck can be measured by means of how neatly she provides slightly little bit of her personal individuality to the raga. Even as a student, she is inspired to decode and interpret the raga uniquely. And to move past the written phrase. In fact, she is coaxed by means of her teacher to learn between the traces.
And our ads?
Advertising in India, too, is tremendously other from that in the West. While we try to provide a logical argument for what we promote, our consumers pay more attention to the emotions of how we inform.
Because, in our minds, the reasons-to-believe are less about what the product does, and more about what it could do. In the story-that-is-just-short-of-being-complete, we love to fill in the gaps with our personal creativeness – our personal interpretation gives an entire new private meaning to what we've just heard.
To achieve India, manufacturers should perceive and create ‘myths’ with a purpose to develop into legends themselves. Because an Indian can learn between the traces rather well. And this has been proven through millennia.
(The author is Head of Strategy & National Planning Director, GREY team India)
‘Why we consume ads differently from others’
![‘Why we consume ads differently from others’]()
Reviewed by Kailash
on
March 17, 2019
Rating:
