23/11/2019 | Lighthouse Insights Newsletter | Issue 07
Hello LI reader, (We are friends even if you don’t subscribe to LI)
Do men have problems?
We do. From how we look, how we talk, how big is mine and did I perform well on the bed. We have all sorts of issues but we don’t discuss. My first girlfriend in school told her friends that all I do is talk about everything except sex. I became a joke in my class, I was no more a “MAN.”
I had no understanding of sex and like most of us, the first source of information was from a Hollywood porn movie. 25 guys in a room watching porn on a rented color TV and VCR, after bunking school. Some ass snapped the toilet lock. I still laugh about my first chapter in sex education.
My parents, like most of our parents never encouraged having a discussion beyond exams, studies, and marks. I don’t blame them, our society focusses on professional issues.
Sex was left to porn and Bollywood was the love guru.
“Porn is bad sex education,” said Dr. Emily Nagoski to Shane Parrish in one of his recent podcast show - The Knowledge Project. Dr. Emily, a sex educator and author of the popular book “Come As You Are” demystifies the science of sexuality. Make sure you plug in your earphones as the show(NSFW) is everything about sex, connecting with your partner, and what pleasure means.
Are you awkward? Don’t stress I am having a conversation on problems that are deep-rooted and we hardly talk.
Last week a few brands celebrated International Men’s Day. I am fine with it but why are we redefining men. The man who saved a girl wearing VIP underwear is now okay to cry.
Men/ boys have deeper problems that we are trying to hide by applying grooming products. Indian male is taking grooming seriously but there is a difference in looking smart and trying to be fair. Can brands associate with alike problems that men face from a very early age?
Thankfully, brands are not redefining children and some of them are asking rational questions. For instance in the below video when the young kid has a funny but genuine question, he is not scolded by the teacher. The below video #NutureYourCurosity is Mahindra Rise’s campaign for Children's Day.
A simple insight but a relevant one. From a storytelling point, the video scores high. Three more brands - Vodafone, Nickelodeon, and SBI Life had a meaningful Children's Day campaign.
How can brands leave women? Of late Indian sportswomen have shown the world that they are here to break and create new records. If the 18-year-old Hima Das clocked 50.79 her personal best in the 400m final at the Asian Games, then the 36-year-old Mary Kom won her sixth world championship, the most by any woman in the world. The list is growing and we have high hopes from the 2020 Tokyo Olympics.
Brands have been quick in roping these female stars. Adidas has Hima and Puma recently launched the Propah Lady with Mary and Dutee Chand.
According to Puma women’s category is slow but one of the fastest-growing segments and is contributing 30% of the business. Adidas is witnessing the same trend. Will this growing trend make India and the women fit? Data says - “Women are more likely to be overweight or obese than men after they cross 30.”
Before I end - one more story that addresses pertaining problems of the Indian advertiser in the digital age. Today advertisers are investing in digital for improved targeting, real-time tweaking, better return metrics and less expensive.
Nonetheless, the reason for marketers flocking on digital is also a concern. One of the key concerns that marketers have raised is self-reported metrics and ad-fraud. “67% feel self-supported metrics raise mistrust.”
These findings are part of the BCG-CII report titled “The Trillion(and growing) Touchpoint story - recognising the monetisation conundrum” states that the country has witnessed a two-fold increase in digital video consumption. However, users opting for the subscription base is still small.
That’s all for this week, enjoy your weekend and read my stories when you have time.
See you later, alligator :)
Prasant Naidu (@prasantnaidu)