Hello everyone, this week’s note has been little late due to some freelance chores but here it is…:)

In the previous note, we analyzed the Diesel example which illustrated a contemporary disease,for this week we have another example from India, which illustrates similar contemporary cultural disease as well.

Word is becoming a weird place to live. We live in a culture, based on “motion”. We rush into things, catch-up with our friends, jump in to conversation, deliver speeches etc. There is always constant motion and action.

We also live in argument culture as well. In TV, there is reality shows and argument, in social media comments, likes, dislikes and off course argument, in corporate world there is discussions and argument, in relationships there is argument…But the sad thing is, with the growing “popularity cult” arising from social media and media culture, finding the middle ground in discussions and communication is the less important and cool thing in these days.

And last but not least, we also live in information culture as well. I would like to call these phenomena as “information cult”.

With the constantly exploding and geometrically flowing information, having the current and up to date information in a coolest form is becoming a “badge”. And like the entire badges do, information badge is also becoming a vehicle for showing off and belonging.

In other words information is not a thing that we are using to form and develop ideas and opinions anymore because we are in a rush. Motion culture is not allowing us to think about, digest, analyze and interpret the information, because in that case a thing will occur called as “wisdom” and it has no currency to make us popular within argument culture and information race. That’s because wisdom is the biggest enemy of nonsense.

So, non-stopping motion, exploding information, and never ending polarization… These are the symptoms of a bigger contemporary disease; the “popularity cult”.

Isn’t sound a little manic? I think all of us feel from time to time that it really is. And for those who do not know what manic personality really is; it is a reaction, a coping mechanism against the deep down depression, dissatisfaction and the feeling of insignificance…

That’s because, everything turns into a commodity in these day. Opinions are commodity, time is commodity, identifications and belongings are commodity, love is commodity, happiness community and eventually human is commodity. All of those are our ammunition to trade, in that “popularity cult”.

And while everything is becoming a commodity for a huge popularity contest we lost something on the road called: Essence and meaning. And this is frustrating!

But man this is also exhausting too…! Sometimes we all want to get a break and just sit down and “talk” and really get to know each other. And enrich our souls.

This is exactly what Cafe Coffee Day commercial is all about.

The success of TVC is not only coming from addressing the contemporary symptoms and disease but it is also successful in terms of location selection to illustrate the problem and propose the cure against it.

By calling people to “sit down” against nonsense and by doing it exactly where the nonsense happens it brilliantly creates a tone of acknowledgement, intimacy and proximity.

It is also successfully brings the real “café” world into youngsters online world which is indispensable for them. This way, it makes to café culture relevant and encourages youth to go out and socialize without giving up the online socialization as well.

In short it brings the constructive café soul and warmness into the wild online jungle… And reminding us there is more in sitting down and talk, than racing in a manic and ridiculous rhythm.

Well done to those contributed. See you on the next note. 🙂