I wake up to this Gillette ad, which has kicked up a much bigger storm than the Kardashian Pepsi commercial did more than a year ago. I guess that ad was the start of brands taking on the role of SJWs – Social Justice Warriors. SJW is by definition a derogatory term which means a person who expresses or promotes socially progressive views. In a normal world there would be a few thumbs ups for this person but in reality, which is neither normal nor reasonable, the reasons for this are the fact that we have to hold SJWs responsible for having boundary issues. I digressed there. But that is the point. SJWs will stop at nothing. Such as pedophilia being termed as a condition rather than a pathetic scourge of the mankind. They want pedos to be included in the ‘queer’ category to be represented on the gay pride flag. Because, there is such a thing as a non-practising pedophile. So anyway, this is a small example of why SJWs don’t get a lot of respect. What happened then with the Gillette ad was a classic design problem I learnt about during a brief ‘knowledge-share’ session at my workplace – That when instructions are printed in a font that’s harder to read, the reader/user confuses that difficulty with the difficulty level of the task itself. Apparently, Ikea knows this. So thank you Ikea. My male friend had no problem assembling that beige double bed. Moving on to males. They’re exploding the dislike button on Gillette’s YouTube link. Here it is again in case you’d like to have a go at it too. They’re doing so just for suggesting that they are better than the toxic messages they receive from the likes of: Harvey Weinstein Donald Trump Charlie Harper Woody Allen Ramsay Bolton Karl Marx Don Draper Hitler Frank Underwood O J Simpson Aurangzeb John Eric Armstrong (Know more here ) Jack The Ripper List of all the men outed under the Metoo movement. Does not include the stalwarts back in India. Top names though: Alok Nath. Rajkumar Hirani. Vinod Dua. M J Akbar. All renowned ones. Saddam Hussein Jordan Belfort Vladimir Lenin Pol Pot Genghis Khan Geobbels Che Guevara Robert Mugabe (Let me throw in THIS link detailing the respective rules of these powerful men from Africa) Know that some of these characters are fictional but most are not. I trust you to know which is which. But I can tell you this: we haven’t even got started. The men who’ve gotten all riled up with this one ad that is the only sliver of good parenting they have / ever will receive, are the ones for whom this ad was made in the first place. It talks about not waking up to a world where bullying is justified with ‘boys will be boys’. And God knows it’s the males who are the worst sufferers of it. Instead of saying “yeah, we do have a problem; glad someone is speaking out”, they’re swearing off of all P&G products. Good going. Yes, a brand’s job is to sell. And trust me, sell they will. Gillette has moved on. It’s talking to my 25-year-old brother who knows that if his dad shouted at him, that’d be wrong. My 50-plus ‘Millennial at heart’ friend who hates boys night out where they crack sexist jokes all night long. My friend & ex-colleague whose husband is a hands-on dad who cooks like it’s his duty as much as hers. Did you know that brands were acting as SJWs when they asked you to wash your hands 4 times a day, for 30 seconds each time? That you needed to wear a deo. That you need to floss your teeth. Brush it twice a day. They you need to get your vitamins. That you need to safeguard your heart health with MUFA-PUFA loaded oils. That you need life insurance for your families. Well, dear men, you need to give up bullying for a healthy society.
This post is dedicated to old school, classic friendships. Friends who call, care, and criticise; friends who share our real lives even in the hustlebustle of work and away from the busy lanes of #socialmedia. Friends who, no matter what your actual relationship with them – spouse, parent, sibling, colleague – make life pop out of the touchscreen. Because… Once upon a time, ‘Growing Up’ was a lot simpler. You kinda transitioned into a role, donned the mantle, and had trophies – family, kids, home, car – to show for it. You also dressed ‘adult’, you talked ‘boring’, you watched news while you ate. Your classic, old-school friends you grew up with, or your chaddi-buddies as we Indians say in Hinglish, took the backseat. You became friends by association with friends of your children’s friends at school. You worried about too many things other than yourself. When you met your chaddi-buddy, you stared at the other trying to look for traces of your old friend, wondering if they were doing the same. They are the ones you relied on when tragedy struck. They didn’t need to see your brave face. Above all else, you relied on them for understanding. You knew they understood your “growing up” needs and you understood theirs. They too were on a similar track, of course. They are your home away from home, like your parents’ furniture – dated and worn-out, but comfortable as hell. This new age has changed that for us. For most of us now, it is one or two kids max – if at all that (there’s a growing tribe of Double Income No Kids); jobs are a necessity and we’re constantly knee-deep in our efforts to “keep up” at work, family life, social life, travel, personal goals, education. You want: More likes. More shares. More followers. More pay. More peace. To get fitter. Smarter. Better. To find more time. Find more opportunities (to make money, to network, to cut expenses…). It’s not easy. Not even with touch-screens or tablet computers. If anything, it has added one more layer to be screened when working out friendships. As far as friendship goes, #socialmedia has changed its landscape. Facebook started out as a social media networking site by appropriating the term ‘friend’ when it conveyed a warm… fuzzy… feeling. Today, with nearly a third of the world’s population on it now, Facebook is a social media marketing behemoth. Facebook is now a destination of choice for advertisers, sellers, pollsters, newscasters, opinion-makers, lobbyists, artists, and… everyone wants to be friends here. Hey, it’s what friends do. You’re not alone if you don’t do your friend ‘things’ there anymore. Let’s face it, nowadays, there are friends and there are ‘Facebook Friends’ – you may have never even met some of these but they do ‘like’ your 5-year-old kid’s birthday party pics. They are important for ‘networking purposes’, and moreover, you like what they share. It’s marketing speak spread wide. Got too many friends to fit into a profile? Open a Page and try followers. Away from all the noise, however, classic friendships are back where they belong. On our speed dials, contact lists, phone calls, personal WhatsApp messages, travel trips, across the table under a cosy home. If there is a right way to do #socialmedia and #socialmediamarketing, there is a right way to do #friendships too. Let’s not lose sight of that.