Posts Tagged ‘Soft Power’
The Confessions of an Embarrassed Indian Abroad
Posted in What ho!, tagged Bertie Wooster, Canada, Civic INfrastructure, Civic Sense, Denmark, Finland, France, Germany, Heritage, India, Jeeves, Netherlands, Norway, Soft Power, Sweden, Switzerland, USA on January 9, 2023| 14 Comments »
There are indeed instances in one’s life which leave one shaken and stirred. Scales fall from one’s eyes. Like Bertie Wooster, one feels befuddled, bewildered, fazed, flummoxed, and perplexed. The reality of one of the several facets of life gets revealed, much like a mountain making a reappearance once the fog has vanished and the sun has come out in all its glory.
While travelling in a local train in Switzerland recently, I had a rather unpleasant experience when a gentleman of Swiss origin ridiculed me for being an Indian.
It happened on the 1st of January 2023. The family had boarded a train to Lucerne to enjoy the fireworks display in the evening hours. Few stops before Lucerne, very many people boarded the train. We are used to overcrowding in trains in India, but this was a new experience for me – to see this happening in one of the advanced countries. I was already sitting on one of the few spring-back chairs available.
A gentleman, surely cast in the mould of Roderick Spode, had just come in along with many others. He looked at me sternly and asked me to get up. I got up and enquired if the gentleman wanted to occupy the seat. The gentleman clarified that he had asked me to stand up so that there is more space for others to squeeze in. So far, so good. But then he went on to give me a supercilious look and added rudely that such things happen only in India.
The basic message from the gentleman was right, but the rude and insulting way he said it hurt all of us. The fact that he insulted my country really hit hard. My daughter-in-law and my son intervened to say that he could have discussed this cordially, rather than being abrasive about it. But he went on arguing about it, claiming that he had spent a good deal of time in India and knew about how things worked there. Other passengers nearby kept telling us to avoid listening to his comments.
To give him a benefit of doubt, perhaps he had had a fight with his wife before leaving home that evening. However, a realization also dawned – that beneath a veneer of polite manners and sweet smiles, quite a few people in other countries may carry some deep-seated prejudices against those of Indian origin.
Jeeves would concur with me if I were to say that our psychology is such that when we love something, we somehow feel entitled to criticize it and make fun of it. But when someone else does it, we take offence! We are left twiddling our thumbs. I confess this is what happened to me on the day. I felt deeply embarrassed and wondered what I had done to deserve a treatment of this kind.
I admit I am a bit fluffy headed and forgetful, but by no stretch of imagination can I match the high standards set by Lord Emsworth in that department. I found it very difficult to forget this incident. On the contrary, it made me recollect many earlier instances when I did not have a satisfactory response to some meaningful and thought-provoking questions asked about India by those living abroad.
- A cabbie in New York asking me as to why the government in the country was against Muslims and Christians.
- A tourist from Canada who had just returned from India asking why the cab drivers in most parts of the country tended to either overcharge or harass customers. I wonder if she had ever lapped up the book ‘India and the Indians’, written by Lady Malvern who had spent some time in India.
- A young lady in Norway enquiring whether it was safe for her to travel to India alone. She quoted frequently reported rape and murder cases in the country she had read about.
- Another lady in Sweden checking as to why Indians have a practice of shaming the victim in a rape case rather than putting the spotlight on the perpetrator of the crime.
- A person of German origin asking if our metro cities did not have enough storm drains to ensure that periodic flooding did not take place.
- A movie enthusiast of French origin enquiring why, despite the presence of a film certification body, people kept calling for boycotts of some movies. She wondered how Indians have become so intolerant, especially when they pride themselves on being an ancient civilization and have really demonstrated how to be a multi-ethnic society.
- A teenager from Denmark asking why Indian households do not segregate their domestic waste and why the country lacks enough capacity to handle such waste.
- A person from Denmark who asked me why India was so noisy.
- A group of businesspersons from Finland wondering why it was far easier to deal with businesses in the west and the south of India than with those in the north of the country. Some of them said they had been cheated by the latter.
What I quote above happen to be snippets of conversations with lay citizens of different countries, spread over the past few years. Those of us who believe we have already acquired the status of a Vishwa Guru – A Global Teacher – and who are swayed by the nationalistic fervour so very fashionable in India these days, may immediately jump to enquire who gave the rights to people in advanced countries to judge India and Indians. They might even suspect and allege a global conspiracy to defame India.
It is no one’s case that our First World countries happen to be perfect. Of course, these suffer from many ills. Graffiti in public spaces is a common sight. So are cigarette butts in otherwise pristine public gardens.
But the point here is that if we Indians can ape the west in terms of fashion, social relationships and in so many other ways, why can’t we do something about the kind of courtesy we show to tourists and fellow citizens in public spaces? Why do we need a Prime Minister to tell us to improve our levels of hygiene and keep our public spaces spick and span? Why can’t we respect the law, rather than priding ourselves in breaking it? Why do our political parties depend on criminals to win over the voters? Why do justices of our Supreme Court have to get involved in ensuring that road safety standards improve across the entire country? Why are we worried about elections and inane internal issues when an enemy is gleefully usurping our territory on our borders? The mind boggles.
We live in a multipolar world where interdependence between countries is an essential fact. Yes, as a country, India remains a work-in-progress. But we have tremendous soft power, whether in terms of our ancient scriptures, rich culture, music, dance, movies and the like. The diverse cuisine we have is popular across all countries. When it comes to frugal engineering, we shine on the global stage. The manpower we offer to the world is unique in many ways.
It is surely not wrong to be proud of our heritage. Nor is it improper to demand respect from others. But to remain blissfully unaware of our weaknesses and to do nothing to address the same will simply go on to ensure that chinks in the Brand India armour continue to fester.
A sister of Bertie Wooster’s lives in India. It follows that he would be gravely concerned about this situation. Perhaps, he may seek Jeeves’ advice on the issue. If so, I wonder if Jeeves would recommend a public relation campaign to improve India’s brand image worldwide. He may also suggest a mass communication drive within the country and ways to make a genuine effort to improve our civic infrastructure. Someone like Rupert Psmith may get one of his rich uncles to buy out a premier media house in a western country.
But the nub of the matter is that we, the Indians, need to indulge in a bout of introspection, and work upon improving our own civic habits and our behaviour towards others. The buck stops at us!
(Illustration courtesy R K Laxman)
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The Soft Power of Softer Brands
Posted in Management Lessons, tagged Bertie Wooster, Countries, Directors, Jeeves, Literature, Meiringen, Movies, P G Wodehouse, Sherlock Holmes, Sir Arthur Conan Doyle, Soft Brands, Soft Power, Switzerland on March 22, 2021| 2 Comments »
Branding is a term which originates in the realm of marketing management but is generally applicable to any product, service, entity or person which stands out amongst the crowd and calls out for any Unique Selling Proposition of its. It could be applied to countries, movie directors and even to some fictional characters from literature!
Here are some examples which demonstrate this point better.
Countries
After the Trump era (2016-20), studies have popped up claiming that the USA has slid down significantly on its soft power in the world. Same is said to be the case with many other countries where brutal suppression of dissent has become a way of life and where human rights have been trampled upon.
China keeps expanding its soft power by promoting movies out of Hollywood exposing the world to its culture. India offers spirituality and its own culture to the world.
The movie Eat, Pray, Love (2010) illustrates the point rather well. A heart-broken heroine travels through different countries. She discovers the true pleasures of the table in Italy, the soothing power of payer in India and the inner peace and balance of love in Indonesia!
Movie Directors
Apart from other celebrities, those who wield the megaphone in the movie industry often exude soft power.
I confess I am a movie buff. Quite early in life, I discovered that a movie should be selected for viewing not based on its cast but based on its director. Each director has a distinctive perspective on life, and the manner in which he/she presents a theme is as unique as, say, one´s finger prints. Admittedly, the core brilliance of a movie is determined by the producer-director duo. But the unmistakable stamp on the narrative is that of the director. The script, the screenplay, the music, the camera work, the background score, the sets, the costumes, the editing, all these transport us to a different realm for a limited time.
To put it simply, if you sit down to watch a movie by either Steven Spielberg or Gulzar saheb, you know what to expect. Seeing a movie which is directed by, say, David Lean, is as much enriching an experience as seeing one directed by either Hrishikesh Mukherji or Basu Chatterji.
Over a period of time, a movie director builds up a brand equity for himself. It comes from the uniqueness of his style, the choice of his scripts, consistency in quality of his directorial ventures and sheer attention to detail in all the departments of movie making. This earns a well-deserved respect from the discerning viewers, crowned by some degree of commercial success.
The CEO of a Dream Merchandise Factory
A director’s role in shaping a movie would perhaps be comparable to that of either the CEO of a company or the conductor of an orchestra. A CEO’s mindset determines the business strategy of a company. His style of functioning and his value system permeates across all levels of the company. Likewise, the conductor of an orchestra blends the notes of stringed, percussion and other instruments, creating a symphony which is unique. Like a CEO guiding a company or a conductor presenting a symphony, the director also balances the strengths and weaknesses of his team members and comes up with a movie which is entertaining – and possibly educative – in the social context.
A director surely knows how to touch our heart-strings in a meaningful way. In the process, he delivers deep messages, whether social, political, economical or the spiritual kind.
Some Literary Brands
Those of us who have admired the exploits of Sherlock Holmes and Reginald Jeeves are occasionally overawed by the kind of popularity these literary figures enjoy. Both may be fictional, but the influence they exert on our consciousness is exemplary. One would not be wrong in perceiving both of them to be brands in their own right.
Sherlock Holmes: An Honorary Citizen of Meiringen
Ever heard of the charming Alpine town of Meiringen in Switzerland? It is a municipality in the Interlaken-Oberhasli administrative district in the canton of Bern in Switzerland. Ringed in by snow-covered peaks, it is located on one of the most important trade routes through the Alps for centuries.
One of Meiringen’s attractions is the Sherlock Holmes Museum which recreates the detective’s abode at 221A, Baker Street in London, besides Victorian era memorabilia. The nearby Reichenbach Falls are where, in The Final Problem, Sir Arthur Conan Doyle made his hero suffer a premature death at the hands of his adversary Dr Moriarty, only to resurrect him later in The Adventure of the Empty House on persistent demands from the detective’s fans. Well, quite some time back, it had granted an honorary citizenship to Sherlock Holmes.
It stands to reason that the town had granted an honorary citizenship to Sherlock Holmes. A certificate to this effect is displayed in the museum. Also, at the base of the falls, there is a rock inscription to this effect!
When one picks up a Sherlock Holmes story, one is assured of good value for one`s time and effort. Backed by hard-nosed judgment, insightful observations and above-par analytical skills, he delivers. Go to him with a mystery and he demystifies it. His methods and skills have provided clues to investigators in many countries. He is utterly reliable. He delivers. These are the very attributes which go on to build up a brand.
Gentlemen’s Personal Gentleman
Likewise, Jeeves, created by P G Wodehouse, stands for impeccable service and a capacity to deliver results beyond the expectations of the bosses. The manner in which he helps his boss Bertie Wooster retain his bachelor status is a sterling example of his feudal spirit as also an inner cunning. His methods are often rough, but there is no doubt as to his capacity to deliver satisfactory results. He believes that bosses are like wild horses; they need to be managed with tact and resource.
In the United Kingdom, one is apt to run into laundry and other services which bear his brand name.
Many examples can be quoted from literature, fine arts and other creative fields of human endeavour.
In an earlier post, we had considered the perks of building and sustaining a shimmering brand in the market place. The focus there was on companies and individuals. Examples cited above go on to reveal to us the kind of hard work, consistency of effort and persistence which enable a softer brand to emerge. The essential principles underlying the creation and sustenance of a brand remain the same.
(Related Posts:
https://ashokbhatia.wordpress.com/2021/03/15/the-perks-of-a-shimmering-brand-equity
https://ashokbhatia.wordpress.com/2017/12/13/a-brand-called-jeeves
https://ashokbhatia.wordpress.com/2012/08/11/hats-off-to-these-movie-directors)



















