Wallowing in Nostalgia

This blogger has reached a stage in life where he often turns nostalgic. Ahhh - the good old days ... Sigh ...

Today it was nostalgia in ads. All from about 40 years ago. Colour television had not yet come to India (it came with the Asian Games of 1982). Black & White TVs were few and far between and it was perfectly OK to go to your neighbour's house to watch TV because they had a set and you didn't. Of course, there was only one channel - Doordarshan, the state TV. 

Ads were primarily through cinema. Before the movie started, there would be a series of ads shown in full colour. Those days, you eagerly looked forward to the ads as much as you looked forward to the movie itself And then when TV came, these ads morphed to TV, but the largest reach was through cinemas for a long time. Of all the ads, there were  3 or 4  that almost everybody knew by heart. We could hum along, skip along to each of them.

First Gold Spot. When Coca Coal exited India in 1977, a local entrepreneur quickly cashed in with equivalents - Thums Up (Coke), Limca ( a lemon drink) and Gold Spot (Fanta). The Gold Spot ad was a classic - Indians with a taste for Bollywood might recognise a young Javed Jaffrey. Gold Spot, alas, disappeared when Coca Cola reentered India in the late 1990s.

                                                                                      

My second classic of course has to be Liril, by Unilever.  It completely took India by storm sending the soap skyrocketing as the largest selling soap in India. The ad was so successful that the model Karen Lunel  was paid by Unilever never to appear in any other ad ever again. She will forever be the Liril girl. Liril is still going strong in India - it was , and  has always been, an "India soap". Unilever , despite being global never sold Liril in any other country, but in India it was a mega hit.

My personal favourite of them all is  Close Up also from the Unilever stable. The wonderful Close Up jingle; I can still remember the words and hummed along when I listened to the song today. Alas, the ad has been lost to history. I can't find it on You Tube at all. When Close Up was launched with this ad, it caught on to become one of India's best selling toothpastes. Today, Unilever has withdrawn from toothpastes in most countries, but in India, Close Up is still a star. The ad seems to have been lost, but the song on which it is based is very much there - Walter Navarro's lovely classic. Listen to the song and those of you old enough to remember that ad, imagine it before your eyes. Even better that way.

Why is it that my vision is a tad blurred today !

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Amazon vs Walmart in India

The war for the future of the retail trade in the world is going to be fought in India. It has happened by default, but happen it nevertheless has. The irony hasn't struck the policymakers in India as yet - they of the medieval dinosaur disposition of still not allowing foreign companies into the retail sector in India. If that makes your head reel, then this is India, true to its form.

Globally, Walmart (the old incumbent) and Amazon ( the not so new disruptor) have been itching for a gigantic fight for a long time. In the US, Walmart dominates in store and Amazon dominates online. There it is a fight between one form of retail trade and another. Not a headlong fight. In China, which would have been the logical war zone, both have failed against domestic competition - not least because the playing field is not level (actually tilted a full 90 deg). Hence India, by default, has become the battlefield.

It actually is peculiar that India is the chosen fighting arena. This is a country where foreign firms are still not allowed to open a store in India. You need domestic partners. Every rabble rousing politician has demonstrated and agitated in the past against allowing wicked foreigners into the retail trade. Most of India's retail trade continues to be the mom and pop store. 

Amazon was the first to enter. Amazon.in is now globally second (distantly) only to Amazon.com in the Amazon universe. E Commerce is still minuscule in India but given India's size , even minuscule is big. Amazon has been pouring money into India, adopting the time tested formula from the US. Their competition was Flipkart, a local E Commerce provider. Now Walmart is acquiring Flipkart. This will now become an all out battle between the two for the online market . Right now Flipkart and Amazon.in are close in India with Flipkart being the marginal leader. With the acquisition, Walmart will now be bigger online than Amazon in at least one country.

I wonder what the other global majors are thinking about all this. Carrefour and Tesco, the old European giants, are not present here at all.  OK Tesco is , via a joint venture, but you would be hard pressed to find a store. The newer European upstarts Aldi, Lidl, et al, can't point to India on a map and so, have not come. The Chinese, notably Tmall and JD seem to be interested only in slugging it out in home territory. Alibaba is of course more global in outlook, but they are  in the B2B space. So its just the Americans wanting to fight in India.

Where is the famous Ramamritham in all this. How come none of the rabble rousers are yelling their heads off against evil Americans ? The truth is that both Ramamritham and the political worthies are old foggies. Neither know how to switch on a computer, let alone how to buy anything online. Events have overtaken these dinosaurs before they have realised what's happening. The same thing happened with the Indian IT industry a couple of decades ago. The only way to beat Ramamritham is with something he does not understand.

So now the war will begin. This blogger is salivating at the prospect. You see, he is a piddling customer of both Amazon and Flipkart. "When elephants fight, it is the grass that suffers",  goes the old saying. I beg to differ. When these two elephants fight, it will be the grass that will flourish. I am looking forward to all the lovely deals and freebies !

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