Editor’s Yo! Note #394 – Mukesh owns Antilia, Jio and superlatives

There has been some grumbling about the rather lavish wedding celebrations of Mukesh & Nita Ambani’s offspring Isha with the Piramal scion. I have no idea what else was expected from a man who collects superlatives – biggest house, most expensive car, cheapest network. Most expensive is so much easier to define than, say, most memorable. Superlatives make business sense.

A key ingredient to a good brand narrative is, the superlative!  It’s easy to communicate a message if you can say you’re the biggest, most expensive, cheapest, tallest, only – it immediately conveys your supremacy vis-a-vis the competition. So much easier to pick out a car that’s sold the most across the world, a book that’s in the best-seller category, or get your pizza fix at the world’s biggest chain. Not all of us can be the world’s best, but we should be able to frame a narrative at least in a niche context “Gurgaon’s only Spanish tapas bar” “world’s largest rooftop bar ”, “Australia’s oldest Fintech”. That way you address the long tail, which is looking for something more unique.

If you look at any hot brand you’ll find there’s a superlative lurking underneath the wrapper, though it may be done sub-consciously. We at Paul Writer have launched the 4th Edition of the Hot 50 Brands, where we recognise the top brands with global or India headquarters in Bangalore (Feb 8), Mumbai (Feb 15) and NCR (Feb 22). The search is partly through social voting BengaluruMumbaiNCR and as per the evaluation of our jury – Simi Sabhaney, Hareesh Tibrewala, Rajesh Jindal, Sanjay Mehta and more.

As for The Wedding, if you’re going to spend millions on hiring celebrities, a content curator would have been handy. As for the cost, I have two comments. One, everything is relative – our very reasonable expenses would seem outrageous to anyone making a tenth of our income. Secondly, there’s some serious competition in the daughter’s wedding stakes – Lakshmi Mittal spent around $78 million way back in 2004.

So what’s your superlative? And are you a hot brand?

Previous Issues:

6th December 2018 | Issue #393 | How to do PR. Unless you’re Deepika.

29th November 2018 | Issue #392 | The real meaning of powerful and influential

22nd November 2018 | Issue #391 | Can Chatbots Help You Get A Raise?

15th November 2018 | Issue #390 | Script your own story. Stan Lee did.

9th November 2018 | Issue #389 | Happy hedgehog to you

6th November 2018 | Issue #388 | Happy Diwali from Down Under

25th October 2018 | Issue #387 | How to rock like Freddie

18th October 2018 | Issue #386 | My Paranoia About AI

11th October 2018 | Issue #385 | AI and HBD to Amitabh Bachchan

04th October 2018 | Issue #384 | Opera Houses Are not Just For Singing

27th September 2018 | Issue #383 | Shweta Bachchan and the Ethics of Identity

20th September | Issue #382 |58th Most Valuable Brand is (you’ll never guess)

14th September | Issue #381 | What Moved Nike’s Soul ( and Patanjali’s cheese )

6th September | Issue #380 | Can You Do It Like Nike?

30th August | Issue #379 | Virat Is Retiring!

16th August | Issue #377 | Steve, I Need To Break The Habit

9th August | Issue #376 | Were The Luddites Right?

2nd August | Issue #375 | Suhana and Tim – What’s In A Name?

19th July | Issue #373 | Kylie Beats Salman Khan With Lipstick

12th July | Issue #372 | Happy Employees are Overrated

6th July | Issue #371 | You Can Trust Kung-Fu Panda, Right?

28th June, 2018 | Issue #370 | Deepi – Why Bring Back Tipping?

21st June, 2018 | Issue #369 | What Can Virat Learn From Prague?

14th June, 2018 | Issue #368 | Virat and I Took An Uber

7th June, 2018 | Issue #367 | Has Dabbu Uncle Danced Into Your Heart Yet?

31st May, 2018 | Issue #366 | Kimbho To You

24th May, 2018 | Issue #365 | Priyanka and the Mickey Mouse Tie

17th May, 2018 | Issue #364 | Are You Putting Lipstick on a Pig?

10th May, 2018 | Issue #363 | Sachin and Binny can go play. Seriously.

22nd February, 2018 | Issue # 352 | Virat, Where’s my Money?

16th November, 2017 | Issue #339 |Could you do a Da Vinci?

9th November, 2017 | Issue #338 | What Twinkle, Aditya and Sindhu said

2nd November, 2017 | Issue #337 | Is your career more like Shahrukh or Aamir?

26th October, 2017 | Issue #336 | Nerolac rocks it like Oprah