2. When success = sedans
How do you sell the idea of an
expensive non-sedan?
2
www.learncurve.in
3. I could’ve been a DJ or a
cricketer, but that is not a
carrier choice for a typical
Gujarati family
After
graduation I
started going to
my dad’s office
the next day
onwards.
Initially, I was like a ‘
khula saand’ – tapori,
masti-khor types!
I feel cheated because my life was
decided by other’s expectations
He(Dad) has
struggled so much to
set it up for me so it
was obvious that I
will take over
I was part of
a famous
orchestra in
Mumbai for 2
years
When go to clubs today and
see these DJs I feel it’s so
glamorous
www.learncurve.in
4. Today I’m happy driving
an 800, but I have to
buy a Getz, because of
jealousy and society
fear
In chawl kind of set
up, life was better.
But I had to ‘move
ahead’ in life
No matter how
much money
you have, it is
not enough!
Pressured to signal progress, it’s
the price for retaining societal
connections
www.learncurve.in
5. Hate being trapped
in the rat race
Yet cannot not be
a part of it
5
www.learncurve.in
7. At play: four dimensions
7
Brand’s idea – rejection of the race prescription
Life
The rat race
trap
Category
Car –> self
expression.
Race accessory
End use
Mobility only
way is upward?
7
Brand
Unconventional
choice.
Off-roader
www.learncurve.in
