Consumer Insights from Asia Pacific created by Ogilvy & Mather

The cultural trends magazine from
Ogilvy & Mather Asia Pacific

Edited & designed by Kunal Sinha

Correspondents:

Sophie Su (Beijing)
Naima Hamid (Dhaka)
Sabih Ahmed (Dhaka)
Bubbly Encarnacion (Makati City)
Donna Alcoseba (Makati City)
Meher Mumtaz (Lahore)
Tania Chan (Singapore)
Shafiq Pontoh(Jakarta)
Astrid Savitri (Jakarta)
Naoko Ito (Tokyo)
Azusa Fukai (Tokyo)
Nayumi Nagase (Tokyo)
Serena Park (Seoul)
San Vu (Ho Chin Min City)
Natalie Gruis (Ho Chi Minh City)
Siddharth Roy (Colombo)
SM Sudesh (Colombo)
Mei Wu (Taipei)
Caryl Heah (Kuala Lumpur)
Maulshree Kalothia (Mumbai)
Natasha Soonthornwiratne (Bangkok)

© Ogilvy & Mather Asia Pacific, 2011

Asia is a mosaic of cultures.

It speaks a babble of ancient languages, now
magnified manifold by earphones, now twisted
randomly into emoticons.

It erupts in color in times of celebration.
It turns white in times of mourning.

A boundless optimism coexists with seething anger.
If Vietnam is the world‟s most optimistic nation,
then Bhutan invented the Happiness Index.

Its people exude compassion in times of distress.
They invent solutions in times of deprivation.

They‟re now building the world‟s tallest building,
buying the most expensive art,
manufacturing the world‟s fastest train,
and have created the most expensive private home.

There‟s a lot that‟s up in Asia. And you know what?
The world is interested in knowing.

14 countries.

20 correspondents deeply
immersed in popular and
TAIWAN leading edge culture. JAPAN

Bring you Cultural
Insights that will make a
difference to your
business.

CONTENTS

Look who‟s talking
Knowing me, Knowing you:
Young men in Asia
Playing on my iPod
Rage Against
Waiting List
Tense About
Everyone‟s talking About
While on holiday
Aggregate influence

Look who’s talking …

The voice of the cultural commentator
In every issue, we feature an interview with an artist /
filmmaker / DJ / photographer / architect / web
designer / cool shopowner / magazine editor


What‟s important to young men
• It‟s important to them to be in the know and
to be informed about general knowledge.
They want to be the first to have heard of
interesting news and to be first-adopters.

Trends among them
• Young Malaysian men are style and body
conscious; men are increasingly aware of
fashion brands and pop culture, and there
Richard Augustin, Malaysia has been an increase the number of gyms.
• They also are beginning to seek for quality
Current Editor-in-Chief of men‟s
instead of quantity and are more discerning
entertainment magazine „The Score‟;
in their choices. For example, they are
Co-host of local radio food show „The beginning to shift from noisy clubbing to
Om Nom Show‟. quality conversations with friends at pubs.

Type of person young men admire Their goals in life
• Macho, gutsy, and self-made. E.g. Ian • To be successful in whichever field they
Wright, Bear Grylls choose to be in.
• Success is all-rounded: When they are
What‟s hot in 2010 financially comfortable, happy with their
• Movies: 3D movies have been popular jobs, have stability, and have enough time
among them this year, with Avatar 3D for their other interests.
kicking off the interest. Super-hero movies
that draw from comics, such as Tron and Challenges they face
Kickass allow them to relieve their • Being financially comfortable – they
childhoods. struggle to earn enough to support the
• TV Series: They are drawn to shows that lifestyle they want.
have slapstick humor, such as Family Guy. • Finding their own identity – there are too
Other shows that are hot are Dexter and many influencers that they don‟t know who
True Blood (a drama series centering to follow, and there is peer pressure to
around vampires) follow the crowd. This is evident in the huge
• Music: R&B and Hip Hop still remain uptake among young men in smart phones,
popular among the young men. such as the iPhone and Blackberry.

Their notion of romance One word to describe them
• They lack imagination in romance – their • „Lost‟ – young Malaysian men only care
idea of romance is clichéd and materialistic. about having fun and most are born with a
For example, they tend to give big flashy silver spoon. They need guidance on how to
gifts to their partners, such as the iPhone or lead a meaningful life and how to manage
flowers, and they only show their affection their money.
during Valentine‟s day, anniversaries and
birthdays.

Orbis Fu (31), Director of the live
music venue, The Wall, Taipei
Bands at The Wall play rock and
indie music, attracting an audience
aged 25-35 years.

Kevin Kang (40),
Marketing Director of
FHM Magazine, Taiwan
with 15 years experience
in the publishing industry.

Extend the life stage, but not live it. Facing seriousness in a non serious way

They do not know what to do after In order to reduce stress from dealing with
graduation, and they are not sure what they serious events in their life, they employ a
want. Because they may get low salaries after humorous and relaxed perspective to
graduating from college or university, they problems. They believe that a serious event
feel lost when thinking about their future. would turn out to be funnier and less stressful
Under these uncertain circumstances, they if it is interpreted with a humorous point of
don‟t know whether the next stage of life will view.
be better, so they choose to extend the
current stage of life. When the young The author here used a humorous way to tell a
working men come to the time of facing up to story regarding the loss of her beloved father
big changes in life, they'choose to avoid it. in the film “Seven Days in Heaven”.
That's the reason why many of them choose to http://7daysinheaven.blogspot.com/
stay single, instead of getting married.
The blogger uses irony to describe his
stressful working environment in the famous
The proportion of college students deferring blog “I‟m Mark”
graduation was at 8% in 1999 and 18% in (http://www.wretch.cc/blog/MARKLEEBLOG).
2008.

Shortcut, bypass, just not the regular path

When a problem arose, previous generations
tchose to face the task head on and it right
away. In contrast, today‟s young working
men mostly avoid solving it. They try to find
ways to achieve their goals without fixing the
problem; as they believethat problem
solving is difficult and time-consuming.

“When there‟s a stone in the path on the way
to your destination: the 30-something
generation tries to move the stone away,
whereas the young working men would find a
different way to arrive at the destination.”
Kevin Kang


“Me” is bigger than “Us” Little happiness provides huge satisfaction

They are used to being paid loads of attention to They feel that they can‟t make any changes in
by their parents. They tend to be more "self- society or the world, so they would rather pay
oriented", which means that the traditional attention to themselves and the
hierarchy in industries is ignored. They usually persons/objects that are related to their daily
don't follow instructions of their supervisors. life, such as friends, family and even pets.
Instead, they solve problems based on whatever They love to do something funny to make
they think is correct. people around them happy, even though those
things may be trivial. This can be achieved by
“When I assign work to them, they either don‟t going to a good restaurant, buying a new
follow my instructions or they don‟t do it at all. watch, or downloading software via an iPhone.
Therefore, in order to help them to accomplish
their work, I have to understand their concerns
and communicate with them in a way that is
understandable to them.” Orbis Fu

Efficient success

They have been used to getting quick wins and
quick answers in their life, thus they hope to
acquire an immediate success at work as well. It
is just like obtaining real-time results after hitting
the search key on an internet search engine. As a
result, getting promoted fast and having a pay
increase is definitely important to them.

“It is believed that they can gain an immediate
success if they work hard. If they can‟t obtain
success at work as expected, they would seek The famous singer Kuang-Chung Lu tends to
other alternatives to achieve quick success, such address more trivial things in his songs, such
as establishing an online or mobile store.” as breakfast.
Orbis Fu http://www.youtube.com/watch?v=sC5im6vrK
h8
Life after work is the true life
I can lose a job, but I cannot lose a friend
Since they get little money from working and
don‟t foresee any possibilities of getting As they can't obtain the sense of achievement
promoted, they treat their job as a place for from work, they put more emphasis on
receiving an income only. Having fun off duty is developing friendships. The senses of
the focus of their life. As such, they prefer easy personal identification and value identification
jobs without the need for working overtime. can be accomplished by hanging out with
friends.
“Life after work is most important: they‟d rather go
watch movies and hang out with friends “Jobs are substitutable for them, but friends are
immediately after getting off duty.” not. For them, it is more serious to be isolated
Orbis Fu by friends than to be yelled at by the boss”.
Orbis Fu


Malinda Seneviratne wears
many hats - poet, journalist,
author, social observer &
commentator, political analyst.
He‟s extremely well known
within the Sri Lankan cultural &
social circle .

What‟s killing Gilber Grape, aka Ruwan Resilient & Resourceful
Senanayake?

Sri Lankans get worked up about one The Sri Lankan Young Working Man (YWM) of
another. We have tense-moments, yes. During today faces challenges that are more complex
elections for example. We are a passionate lot and more numerous than those his counterpart of
but only in spurts. We act as though an election a generation ago did. The challenges were
outcome matters in life-or-death dimensions but different, the approach different and the
relapse and recover the defining character-strain endowments brought to bear on handling
of our culture: 'laidbackness'. challenge were also different. The YWM of a
couple of decades ago was far more
We get fired up one moment and the next we straitjacketed. There were well defined avenues
laugh if off and laugh at ourselves. We channel to walk and clarity about the passwords and
anxiety into humour. We are a funny lot. This visas that would give entry to preferred
was true during the war and during the two destination. If for some reason the certification
bloody insurrections we lived (and died) through was not obtained, the YWM went for grin-and-
in 1971 and 1988-89 which by the way were far bear. Or sulk and swear. Or throw Molotov
more intense and brutal given the frequency of Cocktails at someone.
death. True during and after the tsunami. Took it
all in. Chewed. Digested. Got it out of our Today's YWM is hard-nosed. Street-wise. Very
system. Lived through barricades and knowledgeable about passwords and visas. He's
checkpoints, random bombs and flesh-pieces got a more detailed map and as such not only
and people being burnt by the road side and knows how to get to there from here but how to
waterways that turned into temporary do it without wasting time. Or bucks.
cemeteries. Floods. Displacement.
He's not given to taking things for granted,
We are a get-by nation. except of course that the world owes him no
Nothing remarkable. favors and therefore should expect none in
And nothing colourless either. return.


Yu Jun, Product Manager

The pressure of competition and the isolation
from active social life have fuelled the longing
For young men in China today, pressure is the for young men to become socially accepted. And
key word. They‟re pressured (and also self- they have turned to the internet, blog about
motivated) to be successful, to afford an themselves, post journal entries about
apartment, to get married, to find a suitable themselves, seeking recognition and acceptance.
girlfriend, etc. Yet most of the pressure comes
from career, and peer competition. They would love to find people with similar
interests or hobbies, so that genuine friendship
The mass media today has created an enormous may form. However, for young men who are
amount of “models” for young men to aspire to. working (rather than attending school), sharing
Young men look up to models like Jack Ma, Yu thoughts become increasingly difficult because
Minhong (founder of the New Oriental School, they don‟t want to misspeak or offend people in
one of the largest English-tutoring institutions in his social networks. Given the complexity of his
China), or Li Kaifu as icons for their future. They social networks (friends, interested parties,
inspire the inner drive in young people that they acquaintances), young men are reluctant to
must become someone in this world. To become share their ideas and feelings on the internet. As
an achiever, these young men pull long hours at a result, most white-collar workers just use
work. They skip regular meals and they shun microblogs, saying a few words, or simply
social life if that runs in conflict with his work forwarding other people‟s articles. Most would
schedule. They are aware that these habits may simply browse and post short comments. Some
affect their health. Most white-collar young men have come to feel that their concentration span is
experience stomach problems of various shorter, and their thinking becomes more
degrees. But they‟re too busy, to distracted or fragmented.
too pressured to care about these issues.
Young men today believe in success, and
Young men also suffer from a loss of friends. It‟s clearly, material success. Living in the huge
pretty hard to define what is a friend now. One contrast between success and failure, fame and
reason for it is that they‟re not time-pressed to anonymity, they‟ve also carved a bottom line for
keep regular contact with friends. Friends who themselves that “to be alive is good.” It makes
work and live in the same city can barely find them appreciate what they have, and drives
time to schedule a regular lunch or dinner them to do better. Most young men has a strong
together. A second reason is that young men “work hard before enjoy” attitude toward life.
consciously select their friends from a utilitarian They believe before 30 they should suffer and
point of view. With personal interests in sweat to some degree, so that they can save
consideration, friendship, in its true sense, enough for their late life, for security and
becomes hard to form. A third reason is the material comfort. It would be arbitrary to say that
increasing migration flow in big cities. Young young men in China are adopting hedonic
men come together and they drift apart. A man lifestyles or values. It would be more fair to say
with 150 friends may, in a year, find that most of that they‟re coming to taste the complicated
them gone. It‟s not easy to maintain these lost flavors of life altogether, and enjoy the ride
relationships. along the way.


Gilbert “Gilbz” Ibanez is a graphic
artist and toymaker from Manila. He
creates toys customized to client
requests using vinyl as his canvass.
Gilbz views his creations as works of
art rather than playthings for children.
His toys sell for Php 8, 000 to as much
as Php 60, 000.

Gilbz takes inspiration from issues in the world Professionals before went to work, then went
and from what his audience experiences. “Each home. Nowadays, these guys do more with their
yuppie had a dream when they were kids, like lives because they value work-life balance.
monsters or robots or any character. That is Additionally, they have more ways to achieve
what I make, what I put on display.” what they want in life.”

Many of Gilbz‟s clients are young professionals, Gilbz is inspired by anything organic. His work
mostly male. Young professionals have the has always been based on values. “They [young
purchasing power to acquire many of his men] grew up without their parents. Their
creations. They contact him through e-mail or parents were absent from home because of
Facebook. His clients either have toys work. But I think young people need to have
customized, the usual form being a robot, toys values instilled in them....so that later on, you
inspired from Japanese anime, or characters have peace of mind to let them live on their
from pop culture, or buy finished work that own.” Characters based on World War 2 are
Gilbz conceptualized. the latest work of Gilbz. Gilbz entitled this “PG”
and it talks about the destruction of the values
“My clients like fashion... this is a new form of system, due to the lack of parental guidance.
fetish for them, like what shoes mean for The lack of Parental Guidance is the reason why
women. These guys have the money to buy, young people are led astray and make unwise
unlike kids who ask their parents for toys. What life decisions.
I make is not something that they play with. It is
an art work for display, a trophy for them. When
you buy these toys, you buy the artist and the Left; the “P” of PG, Preddy is the
concept behind it and not just the toy. That is character who stands for Pride
why it is expensive.” and the bomb with him is “Little
Boy ”, one of the bombs that fell
When asked about what is unique about his in World War II.
clientele Gilbz says, “These young men are part
of the generation that grew up in this period of
globalization. Because of the internet, the
world is smaller. They know about the urban
art of New York and fashion of other countries.
Their issues and sources of stress are different
but they have more outlets for this. Right: the “G” of PG, Greedy is
with “Big Boy”, one of the bombs
that fell in World War II.


“What are you in to, or hungry for?”

Music wise I like Reggae, Hip Hop and a lot of
music with bass driven sound. I'm more of a t-
shirt and jeans kind of guy. I love my graphics
tees and sneakers. The people I play to are
much the same, but you can see a huge cross
section of styles and identities these days. I think
the aspiration is to have one [a style or identity].
More Vietnamese are experimenting with visual
cues that can identify themselves… whether this
Jase Nguyen is clothes, tattoos, phones, brand names. There
Disc Jockey are so many choices these days, and less and
Ho Chi Minh City less taboos.

“How would you describe Vietnamese men in
“What do young men in Vietnam care about, one phrase?”
what is becoming more important to them?”
Conservative Rebels !
I believe that the pressure to be financially
stable is becoming more relevant, this coupled “How do you think young men in Vietnam
with the internal desire to keep a relaxed have changed in the last couple of years?”
lifestyle creates a greater demand for places
where people can escape and enjoy life -outside Vietnamese men changed so much - they are
of day-to-day industrious duties. For me, my more fashion and style conscious, and in many
passion and break out destination has always cases exploring the new western life styles. I
been music. can see more men targeted fashion shops all
around the city, fashion and lifestyle magazines
“What makes you angry?” for men only – from gadgets (stuff) to fashion and
men‟s health, even men‟s cosmetics have made
A lot of young Vietnamese are buying into new in-roads locally.
cultures - being shown to them on TV - without
questioning them first. Being spoon fed taste and
preferences from an „MTV‟ style of music creates
a hub of ignorance, especially when it comes to
music. There are means to research and find out
about what they are listening to and why they
like it (internet), but many don‟t use this. The
crowd of people more discerning has begun to
grow, opening up opportunities for new DJs and
music genres to penetrate Vietnam – because
they are not just settling for what they get told
they should listen to.


The new gold digger is male!

According to Mrs. Kirmani, a prominent
match-maker in Pakistan‟s largest
metropolitan city, Karachi: “More men are
looking for wives in an upper strata or a
working woman. They are willing to marry
divorcees and older women if it means a better
life. For men, marriage is an opportunity to
„move up‟ the social ladder.”

Because of the uncertainty of the future
accompanied by deteriorating economic
conditions, “Men are getting married earlier Dheeraj Sinha
because of financial pressures. Parents are Author
marrying their sons early because they don‟t "Consumer India:
know how long they will be able to afford it”. Inside the Indian Mind & Wallet"

A shifting locus of morality The shifting locus of morality has also meant
that a lot of the sacrosanct of the earlier
For today‟s young men in India, the larger generations has been questioned. For the
locus of morality has shifted from what was youth of today‟s India putting up a social face
socially appropriate to what‟s personally whitewashed in goodness is not of a primary
useful. What‟s good or what‟s bad is no more importance. In fact small shortcuts, some
decided by what others would say, it‟s manipulation, a little greed is ok for them.
decided by what you want. As some of the Some bit of bad is actually good for this
youth we spoke with put it “we believe in generation.
being honest, but only to ourselves”.
As they put it if you can‟t scoop out cream
The value system of this generation is with a straight finger, there is no harm in
therefore constructed by themselves. It is not using a spoon”. This shift has made itself
something that they have to live up to but manifest in the rise of the new anti hero
something that‟s been designed to help them archetype in Bollywood.
achieve what they want to. It‟s a via media to
their desires rather than being a destination in At one end there is a death of the
itself. quintessential villain as he existed in the
Indian cinema – the repository of all that was
socially evil. In an act of reciprocation, the
hero of the Bollywood has turned a little grey,
cutting some corners at times and not
hesitating from pulling a fast one to achieve a
milestone in his path to success.

Knowing me,
Knowing you

Intimate profiles of one group whose
lives & opinions we believe matter.

Knowing me, Knowing You

27 year old Joe is from Taipei.
Asanka, from Kandana in Sri He works 10hrs per day but
Lanka is 26 years old and lives only gets USD$930 a month, so
with his parents. He works as a he can neither afford to live
ticketing officer at a travel away from his parents nor own
agency, leaves home for work a car. Although he feels happy
at 7:30 am and returns at 7:30 every time he hangs out with
pm. He has stringhoppers for Chi Ming Loh, Malaysia. He is friends in a little dive bar, he
breakfast, rice and curry for a 26 year old social media feels sad that he can‟t afford to
both lunch and dinner. A non- entrepreneur. He lives alone take his girlfriend to a fancy
smoker, Asanka occasionally and eats out or takes away restaurant. And the thought of
drinks beer, but milk and meals mostly. A typical day for marriage never enters his
Milkmaid are his favorite him involves: keeping up with mind.
beverages. He shops at small his friends on social media and
textile outlets at Kollupitiya & with tech news, working, Joe likes to stay at home after
Bambalapitiya because he exercising, chatting online, work or during weekends,
believes that they stock and reading or watching a because he can have lots of fun
uncommon items. series. He worships Apple and through the web at little
uses an iPhone 4. He‟s expense. Because he hungers
digitally connected practically for new information and social
Asanka has a girlfriend who his contact, Facebook and MSN
24/7 through his laptop and his
parents approve of. He spends are not only networking tools,
iPhone.
his weekends are her home, or but life-critical elements.
playing carrom or volleyball However, he usually feels
with his friends. When He is in long-term long alone and lonely when staying
discussing romance, he say‟s it distance relationship. He up late.
is all about living life to the believes romance is in the little
fullest. He surfs the Red Tube things you do daily to make His friends like him a lot
porn site on the internet and your partner happy, not the because of his humor and
thinks Facebook is a waste of big flashy symbols. optimism,. Joe can always
time. mock everything to entertain
He has two goals in life: 1. To everyone, whether it‟s a
His dream is to build a house be recognized and respected political event, social issue or
in an environmentally friendly in the things he has passion an office scandal. In addition,
location and hopes to have a for; and 2. To maintain good he can easily get into any
stable career and rise higher relationships with the people group he has an interest in, and
in his chosen profession. in his life. owes thanks for this ability to
his experiences of team work
during high school.


Thong (right), 26, single, works
in sales for a canned food
Beijing native Xu gets up at 6:30 company. On the left is his
am, turns on the TV and the „ban nhau‟ [drinking buddy]
computer, and takes a quick who plays soccer with him 2
bath. He browses the web for Rahman is 24 years old
times a week after work. They
news, microblogs, check on and dropped out of
both live in Ho Chi Minh City.
renren.com, gmails, hotmails, school in the 6th grade.
Qmails, etc. He cooks breakfast, They are realists, but still He works as a tea boy at
and eats in front of the TV. He ambitious to improve their an office in Lahore, and
makes his plans for the day on the lives and contribute to the lives supplements his income
computer, He leaves for work at of the people around them. by working weekends at
8:45, takes the subway, and reads a car workshop. His
a bit when it‟s not too crowded. Thong owns 2 mobile phones monthly earnings are
He then start working at 9:30, with 2 sim cards: the post-paid
with meetings, talking to meager: Rs.10,000 (117
sim card is for his permanent USD). He spends it on his
colleagues and coordinating number to receive calls; and a
work flows. For lunch he buys a family‟s needs; these
sim „rac‟ (trash sim) (promotion
few fruits at the wet market prepaid sim card with big days he is saving up to
downstairs, eating in front of his amount of free talking time) to pay for his sister‟s
computer. During lunch, he make calls. wedding.
usually uses IM to plan his
evening with friends. They meet He hates driving a motorbike His first girlfriend was
for dinner at 6:30 pm and go to a to work, as the roads are when he was 16. He says
café for more talk at about 9 pm. congested with traffic jams and that he‟s a hopeless
On weekends, the night usually the air is polluted. This is a
ends with a drink at a bar, or a romantic - watches
growing concern for him. The Bollywood flicks,
karaoke place. high inflation rate has been
believing in true love
keeping him up at night - it
Xu has a practical approach makes him feel he didn‟t earn and once lay down on
towards romance. To him, the enough this year. railway tracks to prove it.
most important thing is to find a He‟s been on the internet
girl who can share his thoughts, He strongly feels the only twice; with his
who understands him, and who government should do a better friends to watch porn. He
can carry on a pleasant job. On both accounts – to do commutes on a bicycle
conversation with him. He is not something about the mounting and spends Rs. 50/week
comfortable with blind dates or pressure that emerging
set-ups, preferring to meet on phone credit.
infrastructure is having on the
someone naturally. He also wants roads, and also to alleviate
the girl to be comfortable with He has a second hand
some of the economic strain
him, and pays attention to how that is starting to affect middle Nokia N72.
she feels. income earners like himself.


Jandric (left) is a 22 year old
Filipino who loves sneakers and
basketball shoes. He uses a
Nokia 6600; his laptop is a Mac
Book Pro.

Jandric lives with his parents
families but spends more time at
work than at home. Establishing a
career is the most pressing
concern for him have because he
wants to gain financial
independence from his parents.
Avinash Jaiveer Singh (above) When we asked him what‟s the On weekdays, he‟s at office for at
is a 26 year old working in last cool thing he bought least 8 hours, after which he goes
Mumbai. Btw that is not his real himself he said YELLOW shoes. home in the evenings to eat
name..or a part of it is not. His Seriously, the color came first, dinner. All day long, he‟s wired
real name is Avinash Chugh then the brand, then the detail to the internet through his office
but he changed it to Avinash on the shoe and finally came computers or laptops: chatting
Jaiveer Singh. Why? ”kyonki how it made him look cool. with friends on Facebook,
isme ek feel aata hai” (Because tweeting his thoughts, or
there is a certain ring to this). Next on wishlist is a Bullet checking NBA fantasy league
It‟s important for this mororcycle. He knows that he scores in Yahoo. Sports,
generation to get a „feel‟ of cannot afford a brand new one basketball and running, is his
things. That‟s a nebulous so he has decided to buy a way of bonding with his barkada
concept, hard to explain, but second hand one. It‟s pure (group of friends) . He watches
for them everything gets machismo. basketball games/ boxing/ or
measured by whether UFC fights on TV.
something has „feel‟ or not. Avinash‟s Monday morning
Facebook message says Love for these young men is
Avinash works as a supervising „Boo‟ze Night Out! The Sunday about taking risks, even in the
producer at MTV networks, one says “had a B.L.A.S.T‟. The face of rejection. Jandric says,
comes from the small but very one on Saturday sayid“amit “When you risk something in
Punjabi town of Panipat, and brilliance trivedi @ no one relationships, where or not you
lives by himself in Bombay. He killed Jessica (That‟s praise for face acceptance or denial, you
has been working for a few the music director of the latest know that you gave it all, there is
years now – made his movie „No one Killed Jessica‟). really nothing to regret.”
professional choices by what
he felt when, not necessarily On more than one occasion he He believes that technology has
what seemed „right‟. More and talks about the lack of good become a barrier in creating
more, youngsters want to friends. The real buddies, not more meaningful relationships. “I
combine what they like doing the party buddies.. Lack of think people are forgetting how
and what makes money. companionship. Lack of to communicate well with peers
genuine people. and parents. When chatting, you
Like all men his age he likes don‟t really know what the other
the cool stuff. He has a In the Facebook profile picture person feels, you just have to
Blackberry Curve. above, he‟s smoking a joint. guess”.


Kushal lives in one of the most densely populated
cities in the world, Dhaka. He is doing his Bachelors
in Business Administration at the United
International University, while interning at a
multinational company.

Leaving for work every morning fills Kushal up with
Compared with the generation that came dread. The journey is the most painful experience:
before, the young Japanese man is less Traffic jams, waiting for the bus / auto rickshaw,
optimistic, less ambitious and less willing to noise everywhere, crowds on the roads, someone
take risks. He is less likely to own a car, want creating trouble … there is even no place left
a car, or drive fast if he has a car. He is less where people can take fresh breath.
likely to pursue sex on the first date - or the
third. He is, in general, less likely to spend At the office, his day passes quickly with lots of
money. He is more likely to spend money on work, meetings, and other things. Sometimes, when
cosmetics. He rejects the 70-hour workweek he has a bit of free time, Kushal gossips with his
and purchase-for-status. Instead of colleagues and shares his ideas, views with them.
fantasizing about riches, he now fantasizes
about balanced lives and time for his family It is usually late in the evening, after another
and quaint hobbies. agonizing journey, that Kushal is able to return
home. His home is his dreamland . He lives with his
In fashion. girls have stopped wearing skirts, family, and they care for him. His mother‟s cooked
the color pink and high heels, while guys a delicious meal for him.
have started wearing them.
He relaxes for some time to reduce the pressure of
These „Cider Boys‟ want to be a natural working for such a long time. Then he spends time
person, contribute to society and have lots of with his parents, watches TV, or plays video games
female friends (not girlfriends). with his younger brother.

Playing on my iPod*

The definitive
playlist from
across
Bangalore,
Bangkok, Tokyo,
Beijing, Karachi,
Ho Chin Minh
City, Seoul,
Jakarta,
Singapore,
Manila

* or at my favorite KTV parlor

Colombo Mumbai, Dhaka, Karachi, Lahore

Munni Badnaam Hui
From the film Dabangg
MIRAGE http://www.youtube.com/watc
h?v=YpnohT_a-2I
Jakarta

Sheela ki Jawaani
From the film Tees Maar
Percaya Padaku
Khan
By Ungu

http://www.youtube.com/watc http://www.youtube.com/watc
h?v=awbgHmKR88A h?v=QPEn9-k3kds

In Karachi, they‟re also
listening to …
Apa Salahku
By D‟Masiv
Mein Tenu Samjhawaan ki
http://www.youtube.com/watc by Rahat Fateh Ali Khan
h?v=GuGgrnau8BA&feature=r
elated http://www.youtube.com/watc
h?v=En4aZkij_q4

Manila
In Dhaka, they‟re also
Please don‟t go
listening to …
by Mike Posner Surjo Snan a Chol
by Bappa Majumdar
http://www.youtube.com/watch?v
=HpixdTlYlKU http://theoffstage.com/?l=55&op
tion=com_zina&Itemid=90

Turn around
by Flo Rida

http://www.youtube.com/watc
h?v=Q0nD2wTrvKg

Playing on my iPod*

Beijing Taipei
Bless – an electronic
interpretation of a
traditional song

http://www.youtube.co
m/watch?v=_gWu5Y6y
Mei Name Jiandan, “It‟s Not That Y4E
Simple”,
by Huang Xiaohu 80 popular singers join
voices to give the next
http://res.aajoy.com/mp3/13568. generation a brighter
mp3 future

http://www.youtube.co
Chen Dian, “Quieting Down”, m/watch?v=o5M8tB_O
by Li Xiaoyun A8M

http://www.langxi.net/mp3/ff01
.mp3
Kuala Lumpur

Ho Chi Minh City Just the Way You Are
by Bruno Mars

http://www.mtv.com/vi
deos/bruno-
Anh, written by Xuan Phuong
mars/558837/just-the-
performed by Ho Quynh Huong
way-you-are.jhtml
http://mp3.zing.vn/mp3/nghe-
bai-hat/Anh-Ho-Quynh-
Huong.IW6BDDA8.html Tokyo

K-Pop bands such as
Kara, and
Girls Generation

Love the way you lie – Eminam feat.
http://www.youtube.com/watch?v=mK0FlhP6rAg
Rihanna
http://www.youtube.com/watch?v=vLwSuJSomaY
http://www.youtube.com/watch?v=6d
Nryy5elc8

Rage against …

What‟s making people really angry,
and why?

Rage against …

The 100-storey mega tower project is initiated Injustice is defined by these young men as
by Permodalan Nasional Berhad, Malaysia‟s people not getting what they deserve. It
biggest fund management company to build a angers them when they see the corruption in
tower that would generate wealth and create the Philippines government and the resulting
an icon for a developed and modern Malaysia. poverty in the Philippines. Seeing that
It was announced in Budget 2011 that it would Filipinos complain about the government, but
cost RM5 billion and be ready for 2015. The do not do their duty as citizens (for example:
project will occupy a plot of land in the city to vote during elections) makes these young
which holds great significance as the place we men angry. And more than that, it affects them
achieved independence. when they see people apathetic to the plight of
others.
The project drew the citizens‟ rage because
they felt that the RM5 billion it would take to Jandric says, “It pisses me off when people
build it could be put to better use in the complain about the government but they don‟t
country‟s quest to become a high-income take responsibility in voting. It really pisses
nation e.g. transportation, broadband me off when people are not affected by what is
infrastructure and education. They are not happening to their neighbours, if they are not
convinced that the city needs this boost, sympathetic or moved. You are making this
especially when a property glut is predicted in much money and you are just thinking about
the near future. yourself.”

His friend Dino echoes, ”I get mad at people
Opposition towards the project has grown far who don‟t follow rules, people who promise
and wide. A Facebook page protesting the and never deliver, people who like taking
tower was created, with almost 270,000 fans. It short cuts and the easy way out, people who
is speculated that, should the project go do things but don‟t think about their
through, there will be adverse effects on the consequences, and people who complain too
governing party, which has been in power for much. I get pissed off at them because I hate
over 60 years. people not getting what they deserve. I hate
people getting away with things that they
shouldn‟t get away with... I believe in justice,
and people getting what they deserve. So if
people don't get what they deserve, it pisses
me off.”

Rage against …

Lasantha Wicrematunge, without even a
shadow of a doubt, was the most loved and
respected investigative journalist Sri Lanka
has ever produced. He was feared by the
shady, the corrupt and the criminal. They
yielded enormous power in various ways.
Among them were politicians, high ranking
service personnel, and drug barons. He The House of Representatives in Indonesia has
exposed them all. He was loved and lately started a new trend of visiting other
respected by those who wanted Sri Lanka to countries, using the alibi of doing a
be a better place to live. Lasantha was shot “comparison study case” for their trip abroad.
at, his house was burnt, he escaped When they return with no result or
kidnapping by hair's breadth. He was improvement in the way the parliament
tormented endlessly. His newspaper functions, it raises a fundamental issue that this
establishment was set fire to. But undeterred, activity is actually wasting millions of dollars of
he pursued his crusade, he remained taxpayer money on overseas trips.
unruffled. He scoffed at people who asked
him to be careful. His taking on the powers Some of the countries that the parliamentarians
that be earned him sobriquet "Leader of the have visited are: UK, Egypt, Greece, Cuba, and
Opposition" in the light of the weak and Turkey.
meek, opposition. Enough was enough, for
the high and the mighty and the corrupt. The report that was submitted in most of these
cases was just a single page, and included the
It was yet another routine day for Lasantha. tour schedule, while the other reports contained
He was getting in to his car to drive to his basic information easily found from the Web.
office, perhaps armed with "ammunition" for All this was uncovered by an independent
his customary and deadly Sunday Exposure. nongovernmental institution.
Little did he knew armed contract killers
were lurking for their priced prey not so far Even the natural disasters that lately happened
way from his work place. Lasantha was in Indonesia doesn‟t stop them from
brutally murdered within half an hour of undertaking the trip; even though they are
setting out from his home. That was how aware that people expect them to re-allocate
curtain came down tragically of this journalist the budget to support the victims of natural
- brave to the core. disasters.
While this happened in Jan 2009, the event is As people are starting to show disapproval and
still etched deeply in minds of Sri Lankans protesting these trips, upcoming trips are now
and keeps reminding them that perhaps the being re-evaluated and even cancelled.
country is far from FREE.

Contributed by Irwin Weerackody, Chairman,
Ogilvy Sri Lanka

Rage against …

What gets us hopping mad is the way media
in India approach news. Everything they say
is geared towards creating more distrust,
making people paranoid about daily life. And
the worst part is, most of it is also true … it‟s
one scam after another.

The 2G license scam – 1.76 million million
rupees loss to the government.
Too many cars on the road. Traffic congestion
Barkha Dutt/Vir Sanghvi episode: Now you in Beijing has now become a common part of
can't be sure of which journalists are speaking life, and only getting more widespread. The
the truth, and the truth behind news are roads are not utilized well, and the policy of
presented to you. You are losing respect for staggering rush hours has done little to
the people you respected the most. alleviate the situation. Cars pile up on roads,
along roadsides, with angry people stuck
Adarsh Housing Society scam: Even the Indian inside. As people become irritated, it
Army is corrupt; not just Indian government contributes to increasing bickering or fights
employees. on the road.

Commonwealth Games scam: Even events of In August, a massive traffic jam slowed
national importance aren't spared of vehicles to a crawl for nine days near Beijing.
corruption by politicians & bureaucrats. Vehicles, mostly lorries bound for Beijing,
were in a queue for about 100km (62 miles)
Loan funding scams: You thought it was the because of heavy traffic, road works and
builders who are keeping real estate prices breakdowns. Drivers complained that locals
high. You were wrong! It's the housing loan were over-charging them for food and drink
funding institutions. while they were stuck.

The numerous sex scandals of religious / But traffic congestion is not a phenomenon
spiritual leaders: You thought they are particular to Beijing. Among the 667 cities in
enlightened. No, they are as human as you China, two thirds experience traffic congestion
are.... and bigger cheats!!!
at the rush hours. Fifteen of the country‟s
largest cities lose 1 billion RMB on average
per day, due to traffic delays.

Waiting list
So, what are people queuing up for?
Very different things, really.

On November 4th, Uniqlo, a opened its doors in Imran Tariq, who was standing at Sadiqabad
Kuala Lumpur. An estimated number of 2,500 sugar sale point near Rawalpindi in Pakistan,
to 4,000 people turned up for Uniqlo‟s first complained that he had been waiting in line
store opening. since early morning but the vehicle delivering
sugar did not arrive till afternoon.

Shopkeepers in Rawalpindi are selling sugar
at Rs 90 – Rs105 per kilogramme despite a
directive by the Punjab government to fix the
price at Rs 72 per kg. The government had
threatened to take “stern” action against
anyone who overcharged. But Amjad Bashir, a
shopkeeper in Dhoke Khabba, said it was not
possible for him to sell sugar at 72 per kg
because he got the commodity from wholesale
markets at the cost of 5000 per 50 kg bag. The
cost price for every kg of sugar is Rs100, he
said.
Its launch was one of the more highly Residents complain that the sugar available at
anticipated and much hyped up ones in these places is short in supply and low in
Malaysia, with patrons lining up night before quality.
and a queue that lasted its entire opening
weekend and through its first week.
The crowds were drawn to Uniqlo‟s high
fashion and high quality pieces at affordable
prices. Uniqlo fills a gap in the market –
although there are high street brands in
Malaysia, they also come with more expensive
price tags. Furthermore, the young men of
Malaysia were especially excited about Uniqlo,
as there is a lack of choice for stylish men‟s
clothing in Malaysia.

It‟s the same story in Taipei,
and Shanghai …

This is the sign that
the management had
to put up.

Waiting list

In Beijing, there‟s always a long queue at the
door of every branch of Haidilao, a hotpot
restaurant that‟s part of a national chain.

The restaurant is famous for its humane
treatment of its employees, its well-trained
staff, standard yet personable service, and of
course its spicy bubbling hotpot

It has become almost fashionable to wait in a
line at Haidilao. Some people even treat it as a
necessary fun part of eating at the restaurant.
You can get your nails done, play Chinese
checkers, or have a fresh plate of fruit while
For a lot of people living in Hanoi (the capital of you wait It‟s popular because everyone knows
Vietnam with the highest population it‟s popular.
concentration in the country) an affordable
apartment is the most desirable thing in life.
The paradox in Vietnam is that there are too
many luxury apartments and only a very small
percentage of the population who can afford
them.

When the first apartment building for the low-
income segment in Hanoi (pictured above)
announced its sales there were 1,576 requests
for 328 apartments. A lucky draw had to be
held to decide who would be entitled to buy.
The lucky draw (right) was supervised by
several government bodies and speculation
was prohibited.

Tense about

Many Filipinos opt to work overseas due to the
lack of job opportunities in the country. The
government is often perceived as culprit
behind this surge in unemployment since they
are too preoccupied politicking rather than
addressing national problems.
Affluent Vietnamese (or mixed-race
Vietnamese) parents are facing a new
The limited job opportunities in the Philippines
dilemma: Can their children be considered
aren‟t at par with the educational level of
well educated if they lose a sense of their
Filipino applicants. On the other end of the
Vietnamese roots and parents‟ culture? How
spectrum, those educated in public schools
can the gap between generations be bridged if
often aren‟t qualified for the openings in
these Vietnamese children today don‟t speak
various industries. Filipinos who are not able to
their parents‟ mother tongue?
enrol in the top-tier private Universities and
Colleges cannot compete in the job market.
For Vietnamese families that can afford it,
Low pay and poor benefits have driven many
international education is a priority. They want
Filipinos to seek greener pastures.
their children to speak fluent English and have
a top-quality educational repertoire. Therefore,
they send their kids to international schools Young Filipinos feel the pressure of forging a
with the hope that their children will speak successful career path in the Philippines,
fluent English and be better prepared for despite these challenges.
universities abroad.
One of our informants, Dino, sees working
However, for those kids with an international overseas as equivalent to cutting social ties.
education, being a future global citizen and Dino tells us, “I can‟t live without my friends.
speaking fluent English also means becoming This is probably why I wouldn‟t even dream of
less Vietnamese – the cost of becoming a more migrating to another country.” This statement
global citizen being that of losing Vietnamese is easier said by the young men who have the
tradition. This is generating a very support of their parents. But for the young men,
uncomfortable dilemma for parents - it‟s on whom their families depend to take them out
difficult for them to see their child growing up of poverty, sacrifice is the viable option.
in Vietnam, but acting like an expatriate.

Many rich families in Vietnam have now
realized that their children cannot use their
mother tongue to communicate with family
members or people on the street. Children
today feel free to say „yes‟ or „no‟ to senior
people instead of „da‟ or „da không‟ [the polite
particles for yes and no in Vietnamese], which
is quite unacceptable in Vietnamese culture.
This is creating tension and giving rise to the
question: Are traditional values becoming
diluted with the urgency and pursuit to chase
Filipino immigrants after voting
international acceptance?

Tense about

Box office
performance

Top actress Katrina Kaif was once again spotted
at the dargah in Ajmer, where she prayed for
the box-office success of her latest film, Tees
Race is a hugely sensitive subject in Malaysia, and Maar Khan. She‟s made the shrine a must-go-to
has been for nearly 40 years, since three days of spot before any of her films are released,
riots in May 1969 which took hundreds of lives. visiting it at least 8 time sin the last 5 years. She
Ethnic Malays make up 60% of the country‟s has good reason for doing so: big banner, big
population, Chinese 25% and Indians 8%. budget films are flopping with unfailing
regularity at the box-office.
However, race is an issue that underlies every topic
of debate. This includes education, civil service, With nearly 180 films released in Bollywood, in
property rights, constitutional rights, economic 2010 trade analysts are finding it hard to pick
policies, religion, politics. In order to address the out the top ten blockbusters from an industry
issue, the government has recently launched the “1 which is struggling with gargantuan loss
Malaysia” campaign to unite the country. figures averaging at Rs 300 crores (USD 67
million). Technically there are just a handful of
films that have managed to make sizeable
profits in 2010.

So what was it that did well? Think big, but
keep it small: that seems the new survival
mantra for a busted Bollywood that is battling
the blues with biggies like 'Veer' and 'Kites'
biting the dust. And it isn't movies like LSD
alone which is boasting about economies of
scale. Films like 'Atithi Tum Kab Jaoge', 'Peepli
Live', 'Tere Bin Laden' and 'Phas Gaye Re
Obama' which had rational budgets and
reasonable profits also prove that bloat is
The cultural tension arises because 1Malaysia calls definitely a bad word in film business today.
for unity but at the same time each race is still
treated differently. To them, 1Malaysia is just lip
service, and ironically, many Malaysians are uniting Small budget and a flight to Ajmer: a surefire
in their opposition towards 1Malaysia. way to beat this tension!

Tense about

Where does one begin when describing
Pakistan‟s problems? Inflation of basic food and
utilities has made life insufferable for the
majority of people. Joblessness, increasing
taxes, bomb blasts, burning schools, crime
rates, a ridiculously corrupt government, no
role models or national heroes, an unstable
judiciary, a ruling elite, a cricket team accused
of match fixing …and I haven‟t even started
talking about natural disasters, health crises,
and infant mortality yet. How does, amongst all
this manage to live a population of over 170
million people?

We‟ve always been a resilient nation; we get The demolition teams throughout China are
through national and natural disasters through forcing local people to move out of their
hope and love, we solve pathological problems neighborhoods. The land is to be vacated for
with companionship, and we cover up bad real estate development. The tension generated
news with a hot, home-cooked meal. But lately by the nationwide real estate development has
this resilience is beginning to fade and is being given rise to violent clashes between local
replaced with something disturbing, something residents and the enforcers, and in some cases,
that stems out of the need for individual hired thugs. Some clashes have resulted in
survival rather than brotherhood. The god- severe injuries or deaths. Other residents have
fearing people of Pakistan who have for ages turned to the Internet for complaint and resort
faced everything with togetherness, mercy and to justice. With the overall urbanization in the
prayer are changing in a way that even they making, it‟s becoming a deeply-rooted cultural
find hard to recognize. The signs are subtle but and social tension in China.
the feeling is heavy; you no longer see an old
man sharing his roti with another. You see child This tension originates from Chinese people‟s
beggars fighting for their street corners fury against inequality, and social injustice. For
instead of sitting together and counting their brands which like to leverage on this sentiment,
money. it should have the courage to depict reality as it
is. It should confront the gaping inequality
It‟s every man for himself and there really isn‟t present in everyday life (fierce competition,
enough to go around. Yet, this is not our nature uneven playing field, unequal access to
as a people- it goes against the very fabric of information and education, unequal use of
how we interact and coexist. And this not being natural resources, etc.) and when possible, play
able to share, not being able to reach out has a part in rectifying the problems. Being real
spread this feeling of doom that we have been and practical is one way to resonate with a
able to avoid in the worst of times before. wider range of consumers.

by Meher Mumtaz Photo courtesy The Washington Times

Everyone’s talking
about …

Campaigns & brands generating buzz

Everyone’s talking about …

The Tata DOCOMO campaign in India

Tata DOCOMO was the 10th entrant in the fiercely
competitive Indian GSM Telecom space. It had its
work cut out. To cut through the clutter Tata
DOCOMO positioned itself as the innovator brand
with the tag line "Do the New". And then it shook
the Indian telecom market by changing the billing
cycle from pay per minute to pay per second. The
communications positioned all other operators as
"dishonest" for charging consumers even for what
they did not use.

The viral campaign stayed with the same theme. As soon as the campaign was launched, Tata
The “Dietalk” campaign sought to glamorize short DOCOMO became the fastest growing mobile
SMS as the next cool thing with the tag line operator in India, gaining 22 million subscribers
“Shorter is Smarter” or rather “Shrtr is Smrtr”. A in 6 months flat. The Telecom Regulatory Authority
social media viral contest was started across of India stepped in and suggested that pay per
Twitter, Facebook and Orkut where users were second is in consumer interest and every operator
encouraged to Tweet, scrap or do status updates should offer it.
using Dietalk (less than 15 characters).
Watch the TVCs here:
See it here: http://dietsms.tatadocomo.com http://www.youtube.com/watch?v=1b2oBeoUgS8

http://www.youtube.com/watch?v=LT4PV68UEDA

Cadbury‟s latest campaign : Shubharamabh
(New beginnings), in India

Watch it here:
http://www.youtube.com/watch?v=i6dEI6D_rcI


The Magnum Ice cream campaign in Indonesia

Messages using the hash-tag #manjakandirimu
(indulge yourself) were broadcasted by Net
Advocates as a teaser; the topic is then linked to
Magnum chocolate ice cream as the most popular
indulgence. The hash-tag then shifted to
#belgianchocolate as it got more skewed towards a
discussion about chocolate ice cream. This was
followed by a twibbon that covered the profile
picture with melted chocolate. Net advocates could
change their profile picture by signing up to the
Magnum Avatar.

In appreciation, Wall‟s donated Rp 500 to help the
natural disaster victims for each profile picture
using the Magnum Avatar.

Watch the TV commercial here:
http://www.youtube.com/watch?v=LxTqCYpqSGk


The Stoneage Jeans campaign in Pakistan

Quite simply, because it is bold.

The Ceylinco insurance campaign in Sri Lanka

Ceylinco is one of the biggest private Recently Ceylinco came out with an offer for
insurance service providers in Sri Lanka. VIP VIP customers – in the event of an accident,
On-The-Spot is one of their flagship brands : it‟s Ceylinco will offer both parties involved a FREE
a motor vehicle insurance product which offers AIR TICKET. This has got consumers talking
instant insurance in case of an accident. because they feel that through this offer,
Ceylinco had shaken up the market when they Ceylinco was actually promoting rash, reckless
launched this product a couple of years back, driving!!
but soon others followed suit.

Watch the TVCs here:
http://www.youtube.com/watch?v=CdfF00BTvWk http://www.youtube.com/watch?v=_64mfxTzilA


The Softbank campaign in Japan

Softbank is a mobile phone brand in Japan
very popular for their campaign about the
“Shirato family”. There‟s mom and daughter
(both popular actresses), and Otosan the
dad – actually a white dog (voice over of a
famous actor). His older brother is a colored
guy. Due to the campaign, Softbank had
become one of the favorite brands of the
Japanese.
http://mb.softbank.jp/mb/

http://mb.softbank.jp/en/

The TVCs can‟t be explained logically but
the weird stories have been attracting a lot
of attention as they feature many famous
celebrities and very witty stories. There are
stories about Dad (the white dog) and Mom
talking about going to Hawaii and
reminiscing about Dad when he was a young
surfer. Another story is about Dad drinking
when an amateur singer (played by a
Japanese song diva) comes in to sing a song.
There‟s one about Dad‟s mom getting
remarried to a man half her age. When it
was election time in Japan during the
summer of 2010, Dad was in the running.
And so, crazy stories about the Shirato
family continue … watch them here:

http://www.youtube.com/watch?v=sKYVmZMBd
Zo&feature=related

http://www.youtube.com/watch?v=ETOwBcWds
TQ

http://www.youtube.com/watch?v=WrQGjHQOu
Pw&feature=related

McDonalds and Chevrolet Cruze in China

McDonald‟s launched an online campaign “Old Boy – Chopsticks Brothers” is a short
called “McDonald‟s to the Future” on movie sponsored by Chevrolet Cruze. It
douban.com. This is a creative call on web became instantly popular on the Internet when
users, asking them to imagine what it was first aired on Youku
McDonald‟s will look like after 2010. (http://v.youku.com/v_show/id_XMjE4MDU1
Participants are asked to send self-created MDE2.html) on Oct. 28, 2010.
posters, restaurant designs and other art work
about the brand. The campaign has generated The story touched many people‟s hearts
considerable buzz on douban.com, with user- because it depicts the loss of time, of youth
generated content and the cumulative social and of dreams. It strikes an emotional chord
networking impact. among the post-70s generation, while sending
a ripple across the wider Chinese society.

It tells a realistic tale about
success and reality, about
genuine affections and the
society‟s transformation of
men. The sponsor, Chevrolet,
tied this “struggle and move
forward” spirit with its brand,
creating a tension between
idealism and realism.

A

G R G E
G E T
A

N F E
L U C

I N
E

All Ogilvy Asia planners’ blogs in one place

Ivy Liang
http://t.sina.com.cn/1767825032

MaggieKT Chan
http://t.sina.com.cn/1660187600;
http://blog.sina.com.cn/maggiektchan

Saurabh Sharma
www.inquiringeyes.typepad.com

Sophie Su
http://blog.campaignchina.com/author/sophiesu/

Beatrice Yong
http://hardcandypower.tumblr.com

Zubair Siddiqui
http://karachifoodie.blogspot.com
http://divinedisapproval.blogspot.com

Krishnan Subramanian
http://subuthinks.blogspot.com/

Collaborative social media blog
http://www.asiadigitalmap.com/

For more information, or to request a
presentation on cultural insights in your market,
please write to:
kunal.sinha@ogilvy.com

Consumer Insights from Asia Pacific created by Ogilvy & Mather

Consumer Insights from Asia Pacific created by Ogilvy & Mather

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