Tuesday, June 30, 2009

Hukkaah.. Sheesha.. the new trend Or the new Market. Dare not try it. But do learn something from it.. Deception!

Strange that I am about to write on something which I have tasted in large volume only once, but the effects were so dangerous that they brought my attention to the changing trends in the society and the growth of large number of Hukka joints in various places of India in the past 1 year.

I shall just begin by telling that one full cylinder of Hukka is equivalent to 50 cigarettes; and one knows smoking 50 cigarettes in 1 night can bring the hell out of you. Yes, I know that people think that water acts as a filter to filter out the harmful effects of this delicacy. But scientific research has proven that water can never act as a filter to nicotine and hence to the effects of the interesting object called Hukka.

Now immediately, lets shift our focus from Scientific research to Market Research otherwise this blog post shall look more like a traumatized addict's health report (which clearly it is not). Market Research speaks that about 50 Hukka joints have suddenly appeared in important locations in India in the past 6 months, and is one of the most favorite form of hangout place for youngsters. Non smokers and non drinkers also come to drink Hukka regularly and this is the prime reason what makes this a success which was unimaginable initially.

Hukka- the object of delicacy- is a metaphor for an intelligent marketer who knows how deception is one of the most important things needed for survival in the market. Deception, not forgery. Hukka never claims that it doesn't harm you; but it provides a sweet flavored smell, which is not hated by even the biggest haters of cigarette smoke, and this simple 'unirrating' aura which surrounds Hukka deceives the hidden dangers behind it and hence attracts more and more customers. Simple and intelligent deception- this makes Hukka equivalent to 'Fair and Lovely' which deceives without lying or Arindam Chaudhary- one of the biggest deceits in the history of Indian corporate world.

Deception in the right manner has always been an interesting way of approaching the focused customer group. What better examples than Hukka and Arindam Chaudhary to exemplify the interesting market requirement which I have named "The Hukka effect" and which could have been easily called "The IIPM Effect". Just go through this link to know a little more about "The IIPM Effect" www.careers360.in/lead-story/

So I would like to end this post by saying that this market needs an outer covering (e.g. sweet smell of Hukka or full page advertisements of IIPM) to enter the minds of consumers or clients. When immoral cases, like those mentioned above, can make a mark and earn unimaginable profits with the aid of this trump card- the outer covering (or "The Hukka Effect" as I have named it), such a covering is bound to help young entrepreneurs like me who are anyways promoting a worthy object. Its a different discussion altogether about what are the various methods of deception (use of media being an important one) which can be used to climb the ladders of success and profit without being wrong. The modes [of deception] vary with the mood [client mood].

So don't drink Hukka and never even think of going to IIPM.......... unless you want to learn the market the hard way.


nishanth said...

yohooooooooo....there goes our hukka expert :)

Aayush Shrivastava said...

Long time, no post!!