What was the Indian Railways thinking...

...when it decided to put this picture on its homepage?

In our attempts to woo the foreign tourist with imagery that strengthens the misleading stereotype of India, we often score self-goals (sorry about the pun, it's FIFA time). Even vintage needs good packaging.

And why on earth should the lifeline of the country be so obsessive about foreign tourists?

Update (22 September, 2010): The "steamy" pic has now been replaced by a "vatanu-cool" one!

To err is Human, to deny Airline

“There was a big fight,” recalls Shuchita Srivastava. “Passengers were not getting off the plane, they would not let the door close. The passengers insisted they had valid boarding cards and it was the airline’s problem to give them seats. One lady entered the cockpit with her child and said, ‘I am going to sit here if you don’t take me to Mumbai’.”

Mint reports that a SpiceJet flight allegedly took to the skies with more people on board than permitted. Apparently, 15 passengers were asked to get off the plane after the scheduled 212-seater aircraft was switched for a 189-seater. This obviously angered the passengers and they declined to deplane. "The airline then asked that the children sit on the laps of adults they were travelling with" in order to accommodate all passengers.

If the incident did take place as described, it is indeed a cause for grave concern. In a situation like this, what should an airline do? Definitely NOT compromise safety guidelines, no matter how much the pressure from passengers. It's obvious that passengers would get agitated when they are asked to deplane after they have boarded the plane with valid boarding passes.

The first right thing to do is to apologise in a situation like this. An apology is the least that a service-provider owes when a goof-up happens. Then the airline could've explained why they couldn't fly with everybody on board and then could've requested some passengers to move to another flight with an offer: whoever volunteered to move to another flight would be flown free or given a free-flight voucher.

It would have cost the airline less than a lac of rupees in opportunity cost, to fly fifteen people from Delhi to Mumbai and would have solved the crisis, without putting lives at risk and without leaving too much bad taste in the mouth.

Communicating the right things at the right time, especially in times of crisis, can save not just faces, but lives too.

Coarse print

Guess where I found this friendly message pasted?

On a prominent wall at Crossword! And no, this was not a single aberration. I found these sheets pasted at several places inside the store.

A bookstore is the last place one would associate with assassination of grammar. Besides, this is a bookstore that was once famous for its witty lines. By its own admission, Crossword wants to "encourage people to stay and browse" but such messages surely don't match that intent.

This is a huge challenge with chain stores. Each store has its peculiarities and often needs individual messaging. How does a chain build competencies and systems so that a Store Manager has better ways of communication than putting up such notices? These innocuos-looking A4 printouts can cause great damage. They score high on eyeballs (well, they're intended to) and can blow brand essence out the window. And then somebody, somewhere will once again start asking research questions.

When the visual is the villain

This is an ad for a fund that promises to make your money work harder. The bloke's walking blind into disaster with a pile of boxes!

If this is how one made money work harder, I'd rather my money remained fast asleep.

Finally, someone has had the guts to say it

In the of rush to expand customer base, it is now commonplace to offer "promotional offers" to new customers, while existing customers continue to languish, shackled by old contracts. I have always had an issue with this and have blogged out it earlier [(Customer) Happiness is a state of being, Marcom Wishlist for 2010].

According to a report in the DNA , Mr R R Nair, Chairman, LIC Housing Finance Limited, had this to say in reaction to the news of many banks withdrawing their teaser-rate home loan offers:

"Any discount of more than 50 basis points (0.5%) on a promotional basis is not good. This means your existing customers are paying much more than the new customers. You are creating a different class of customers."

Whether teaser home-loan products are harmful is an issue best left to finance experts, but that a corporate leader has agreed that it is wrong to shortchange existing customers in the frenzy to get new customers, is welcome news, specially when he belongs to a Industry that is notorious for promoting this practice.

All is not lost.

Wanted: More Social Heads

While we have been obsessing over tweets from Shashi Tharoor and Priyanka Chopra, a silent revolution has been brewing in the Indian corporate world.

Business leaders are realising that there're no better ambassadors of their brand than them, and the age of putting up walls around you is virtually over.

Anand Mahindra, the Vice Chairman & MD of the Mahindra Group, has been quietly setting an example on Twitter. While many new age companies and their CEOs have embraced Twitter, most traditional behemoths shy away from it, ostensibly for fear of backlash especially from irate customers, or because they are clueless about it.

In this scenario, Mr Mahindra's Twitter page (@anandmahindra) is a welcome breath of fresh air. He shares interesting tidbits, and most importantly, responds to queries and provides solutions.

Here are some examples of his Twitter conversations:

Marcom Wishlist for 2010

1. That telecallers stop parroting "Is there anything else I may assist you with?" to conclude the call
   "Do you need any other help?" is shorter, sweeter and makes me feel I'm talking to a Homo Sapien.
    
2. That the same telecallers cut out the "Thank you for calling Abracadabra Magic services" part
   I know who I have called. Just end on a happy note and let me get on with life.
    
3. That the word "promotion" be banned from all Marcom material
   It's promotion for the company/brand. For me--the customer--it could be an offer, a deal or some such, but not a promotion.
    
4. That the term "Presenting Sponsor" appear only in sponsorship brochures and presentations
   For the man on the street, "Pahalwan Body Oil presents Kushti Kishton Mein" is more intelligible. If you do need a descriptor, use "Brought to you by" or "Presented by" but not "Presenting Sponsor". It's your internal lingo, please don't unleash it on me, the aam aadmi.
    
5. That TV and radio shows stop the breathless muttering of taglines along with the sponsor brands
   "Brought to you by Locomotive Mustard Oil--Har boond mein train ki shakti, in association with Balramgarh Shakkar - Live life with sugary sweetness" is like forcing the taglines down my throat and that ain't sweet.
    
6. That contractual service brands save the best offers for their existing customers...
   and not make them feel cheated by offering new customers the same service at 50% "promotional" discount while the trapped ones continue to pay a premium for being loyal.
   [Hint: Think home loans, pest control services, club memberships...]

I know the last point is not within the purview of Marcom, but what the heck, this is a wishlist, right?

Have a great 2010.