Posted by: Aadisht on: April 21, 2009
I am in grave danger of becoming as obsessed about my hippie-yuppie-lala theory as much as Skimpy is about his studs-and-fighters theory. But there’s now a new Madhavan/ Vidya Balan Airtel ad, and considering the original set of ads was one of the original inspirations for the theory, I can’t resist. Especially considering the new ad unleashes yuppieness far more than the original set did. It’s not on YouTube yet, but the Airtel website has a low-res flash version – click the My Airtel My Offer link. I’m thrilled about this – there had been no yuppie ads by Airtel for almost a year – only ones featuring Kareena Kapoor and Saif Ali Khan as themselves, therefore hippies.
In addition to all the yuppieness that was there earlier – the contemporary furniture and the clean haircuts – Vidya Balan is reading a pink newspaper (I can’t make out if it’s the Economic Times or Business Standard), and talking about slowdowns and cutbacks. As we know, hippies inhabit a non-cash economy and lalas inhabit a black-money economy, so slowdowns and cutbacks hardly register.
The new ad also raises a question – if yuppies are back on advertising, does it indicate that the recession is drawing to a close?
Devangshu Datta of Business Standard has a theory that RK Laxman notices the state of the stock market only when valuations are so unrealistic that the market can’t get any higher or lower. So whenever there’s a Common Man cartoon that has a punchline about the stock market, it means that it’s hit a peak or a valley and has to change direction – that’s when you buy or sell. Leading on from this, I naturally want to know if a similar pattern exists with advertising. Do ads that mention a recession get aired only when the recession is about to change course? Are they as exact as the Common Man, or do they lead or lag the actual turning point by some amount of time? Or is it just completely random? I appeal to the current batch of MBA students to run the regression analysis as a term paper.