Tourism advertising is usually pretty ho-hum. Videos with beautiful pictures of scenic spots, the odd ‘local’ with a wide grin (if you can believe that the pearly set of 32 teeth are not that of a professional model!) and ‘inspiring’ music is pretty much where most reach.
The Tweeting badger breaks this mould in two important ways; but before I get into that, let me tell what the tweeting badger is all about. The smart folks at Johannesburgh zoo have hooked up a light activated gizmo that triggers a pre-written tweet every time the badger moves about in its cave. Which results in a steady stream of sassy (and sometimes surprisingly informative) tweets that I for one absolutely want to Follow.
Now how does this break the mould in tourism advertising? For one, this moves away from video as the standard format of tourism advertising to the emerging area of ‘ambient advertising’. Secondly, it recognises that ‘attractions’ of a destination can go well beyond natural beauty and the odd local and, if led by a sure & adventurous hand, can go into really varied territory.
Now, how about a stream of tweets from ol’ Shah Jahan triggered by the movement of birds above the Taj Mahal?
Here is a list of top pilgrimage spots of India, gleaned from a worldwide list produced by Alliance of Religions & Conservation, an organisation in the UK launched by Prince Philip, the Duke of Edinburgh. The absolute numbers given here can of course be endlessly debated, given India has very poor statistics for such things (eg. Wikipedia says Sabarimala gets 100mn pilgrims every year against the number here of 30mn). However, the larger picture is likely to be correct.
||No of annual pilgrims
|Sree Dharma Sasta Temple
|Tirumala Venkateshwara Temple
||Tirupati, Andhra Pradesh
|Sri Krishna Temple
|Sri Kashi Viswanath temple
||Varanasi, Uttar Pradesh
For the full international list: http://www.arcworld.org/downloads/ARC%20pilgrimage%20statistics%20155m%2011-12-19.pdf
Our new PM has often mentioned in his speeches the idea that Tourism unites while Terrorism divides. All intrepid travellers can easily identify with the notion of tourism uniting people.
How does tourism (and travel in general) really do this? Simple – by exposing us to people different from ourselves.
Enimity is often simply a consequence of prejudice. And prejudice arises from lack of familiarly. Travel, by exposing us to people with different mores from ourselves, sets us up to question our own assumptions & certainties. And, in that questioning lies understanding.
My most vivid experience of this was the 6 month stay I had in Saudi Arabia. On the face, Saudi Arabia is not a country easy to like. In addition to being brutally hot & bereft of any real greenery, it is also infamous for its strictly puritanical approach to women and in fact, to life in general. True to form, I had a bunch of bizarre encounters from the ‘religious police’ to rabid taxi drivers.
But I also did come face to face many other worlds there. On a flight from Dammam to Jeddah, I happened to sit next to a bunch of young Saudi boys, part of a large family, and had one of the most interesting conversations about teenage angst. There was nothing in that conversation that was in any fundamental way different from the preoccupations of my own teenage days – mostly girls, clothes & cars.
I also met people from many parts of the world. An Indian-origin young man from Madagascar who cooked a killer chicken curry with the best of India & Africa blended in. A Somali chartered accountant – I hadn’t ever thought of Somalia as a place which had chartered accountants!
Yes, all real travellers know that Tourism does indeed unite.
The online battle for 2014 has been joined by another active participant. Got this email from Arvind Kejriwal of the Aam Aadmi party, presumably part of a big outreach to the business community. I like his dedication to the cause of cleansing up what is obviously a creaky system and I certainly admire his personal integrity. What I am troubled by is the sense one gets of a backward-looking socialism in his economic thinking; I believe that is absolutely not the right choice for India.
Dear Hari Nair:
Today, I am writing to a select set of business leaders to seek your support for the Aam Aadmi Party (AAP).
We are living in a time when corruption is uncontrolled, the rupee is in a free fall, and our natural resources are being plundered. Our political system has deteriorated to such a point that we have criminals routinely contesting and winning elections. This all round slide should deeply concerns every citizen of this country especially those in business. After all, public corruption not only undermines the rule of law, it erodes social trust and the integrity of institutions so necessary for a thriving business culture.
I am sure you agree that unless we put an end to it immediately our country’s future could be jeopardized forever. Surely, we can’t let this happen. But we need to act and act NOW!
AAP is committed to ensuring greater transparency, delivering good governance, implementing strong laws to root out corruption and restoring trust in the political system. We will end the practice of crony capitalism and create an environment that encourages and facilitates businesses to start and thrive. We will strive to create a level playing field and unleash the spirit of entrepreneurship that is naturally ingrained in our people. In short, we will provide the political leadership that envisions and creates an India that does justice to the hopes and aspirations of young Indians.
Hari Nair, I firmly believe that we can resurrect the India story on the global stage. To do this and much more, AAP needs your support. Your support could be decisive for the country.
You can support AAP by donating for our cause, voting for our candidates and passing our message to your friends and co-workers.
Given this is the longest running topic on the internet, I will keep my two cents very short. Every time I set up a calendar slot or an alarm on an Apple product, I find it just that bit easier – for the simple reason that Apple offers me only multiples of 5 (for setting minutes) which makes the whole thing much faster. So I can set up an alert for 9.15am or 9.20 am but nor for 9.17 am or 9.21 am. Think about this – how many of us really need to have alarms set up for 9.17 or 9.21?
Having said that, I have also realised how difficult it is to truly listen to users & ignore conventional wisdom – which seems to always be on the side of more bells & whistles.
As I listened to a medley of popular 70s hindi music over the last couple of weeks on Dhingana, the online music app I have recently discovered, a thought struck me. Seventies hindi music seems to have had a huge amount of western influence. Much more than the hindi film music of now and certainly more than that of the 60s, 50s or before. And a couple of days ago, this thought was reinforced by an interview on BBC. They were doing a special on the Glastonbury music festival and were interviewing the Aussie band “Bombay Royale”. The Bombay Royale, in case you have not come across them, is a bunch of white aussies and 2 people of Indian origin who have teamed up together, they say, to produce the ‘epic’ sound of 70s bollywood music. And in the interview, one of their leaders – The Skipper – mentioned that he particularly liked the fact that 70s Indian film music had a very international feel to it.
All of which, on a bit of reflection, starts to sound strange. In the 6 decades of India’s independence, there was no decade more decidedly inward-looking and clearly not international as the 1970s. Remember this was the decade when Indira Gandhi had nationalised everything leading to no need for any foreigner to be in India for business, had proclaimed the emergency which did not leave too many of leaders outside jail for them to go abroad and and had a perversely socialist streak which led to ordinary Indians being allowed a princely sum of $8 dollars for the entire trip for every person going abroad. On the whole most of us sat at home and looked longingly at our lucky cousins who went away to Africa. And to add insult to injury, Richard Nixon (or was it his sidekick Kissinger?) called India, “the largest unimportant country in the world”.
So this was the 70s in which suddenly our film music was all international. How did this happen?
Got this Youtube link from my old colleague, good friend & mega bike-enthusiast Mohit. And since I wholeheartedly approve of the notion of slow travel in its ability to suck out every bit of juice of the world around us, here it is for all you. A reminder that Fast is sometimes the enemy of the Great – especially in travel (actually also in Food, but that is another story).