Rapidex goes to Paris

One of the highlights of our family's trip to Paris this spring was this poster:



It is prominently displayed all around the Paris metro network.

It reminds me of one of my favourite brands, Rapidex English Speaking Courses, which is right up there along with Palmolive and Boost as great Indian brands endorsed by Kapil Dev. Different cultures, exactly the same consumer need.

The market clearly knows that the "right" English is no longer the Queen's English. In case the current turmoil on Wall Street does not abate, we can always look forward to a brand relaunch as Main Street English:



Thanks to Polly-vous Francais for the Main Street English poster.

Gaudi : Architecture :: Grace : Cricket

Gaudi’s work – incredible, phantasmagorical forms set within a city of perfectly straight lines and right angles – captures the spirit of a world gone by, a world that was animated by nature, magic and fantasy, and boldly brings that spirit back into an unremittingly modern world.

Reminds me of the good doctor Grace. Specifically, of CLR James’ take on WG Grace.

CLR James, cricket’s greatest historian, examines WG Grace at length in Beyond A Boundary. James’ interpretation is that Doctor Grace was a creature of an old England, a pre-industrial, pre-Victorian, yeoman England. This England was vanishing by the time WG played. But by embracing and celebrating WG, by deifying the good doctor and giving him, and the game he bestrode like a colossus, a central place in the pantheon, relentlessly modern Victorian England encapsulated and kept alive the best of the spirit of that older time.

Looked at this way, the cultural meaning of cricket in India and England could hardly be more different. Cricket came to India fully formed, as part of an already modern Victorian empire. Princelings played it to express allegiance with their colonial masters. Nationalists played it to realize the virtues which made the empire so powerful, and so to defeat the invaders at their own game. Either way, cricket in the sub-continent always represented modernity, success, power, the glorious future rather than the idyllic past.

As a post-script, some extracts on WG Grace from CLR James’ text:

WG Grace was a Victorian, but the game he transformed into a national institution was not Victorian in either origin or essence. It was a creation of pre-Victorian England, of the two generations which preceeded the accession of the queen…It was an England still unconquered by the industrial revolution. It travelled by saddle and carriage. Whenever it could, it ate and drank prodigiously. It was not finicky about morals. It enjoyed life. It prized the virtues of frankness, independence, individuality, convivality. There were the rulers and the ruled, the educated and the uneducated. If the two groupings could be described as two nations, they were neither of them conscious of the division as a state of things which ought not be.

In all essentials, the modern game was shaped between 1778 and 1830. It was created by the yeoman farmer, the game keeper, the tinker, the Nottingham coal miner, the Yorkshire factory hand. The artisans made it, men of hand and eye. The rich and idle noblemen, and some substantial city people contributed money, organization and prestige…

At their matches, the players ate and drank with the gusto of the time, sang songs, and played for large sums of money. Bookies sat openly before the pavilion at Lord’s taking bets. The unscrupilous nobleman and the poor and dishonest commoner alike bought and sold matches…

The old England had indeed gone. By 1857 a majority of the population lived in cities. This was the generation, the first of many to come, which was "cut off from the natural country pursuits and amusements which had been the heritage of Englishmen for centuries". They probably felt the loss more than the public school boys…In the ten years that followed the Factory Act of 1847, there had come into existance an enormous urban public, proletarian and clerical lower middle class. They had won for themselves one great victory, freedom on Saturday afternoons. They were ‘waiting to be amused’…

The decade of the sixties, with its rush to organize sports associations of every kind, was just around the corner. In 1862, the first team of English cricketers set sail for Australia. In 1863, the MCC authorized overarm bowling, thus removing the last barrier to the development of the game’s full potentialities. In 1863, WG Grace, then fifteen years old, played in a first class match. He had made his first appearance on a stage that all classes of the nation had helped to build, and which was just about ready for the performance WG was about to give…

Through WG Grace, cricket, the most complete expression of popular life in pre-industrial England, was incorporated into the life of the nation. As far as any social activity can be the work of one man, he did it…

What manner of man was he? He was a typical representative of the pre-Victorian age. His was a Gloucestershire country father who made a good wicket in the orchard and the whole family rose at dawn to get in a few hours of cricket. Their dogs were trained to act as retreivers…

Boys of the Grace clan once walked seven miles to school in the morning, seven miles home for lunch, seven miles back to school and seven miles home in the evening. That was the breed, reared in the pre-Victorian days before railways…

Records show that the family in their West Gloucestershire cricketing encounters queried, disputed and did not shrink from fisticuffs. To the end of their days, EM and WG chattered on the field like magpies. Their talking at and even to batsmen was so notorious that young players were warned against them. They were uninhibited with each other and could be furious at fraternal insults or mistakes. They were uninhibited in general.

In his attitude to book learning he belonged entirely to the school of pre-Arnold Browns. He rebuked a fellow player who was always reading in the dressing rooms “How do you expect to score if you are always reading? I would never be caught that way.”

He is said on all sides to have been one of the most typical of Englishmen, to have symbolised John Bull, and so on and so forth. To this, it is claimed, in addition to his deeds, he owed his enormous popularity. I take leave to doubt it. He was English undoubtedly, very much so. But he was typical of an England which was being superseded. He was the yeoman, the country doctor, the squire, the England of yesterday. But he was no relic, no historical or nostalgic curiosity. He was pre-Victorian in the Victorian age, but a pre-Victorian militant...

There he was using his bat like an axe, building as much of that old as possible into the new, and fabulously successful at it. The more simple past was battling with the more complex, more dominant, present, and the present was being forced to yield ground and make room. In any age, he would have been a striking personality and vastly popular. That particular age he hit between wind and water.

Gaudi in Context

We were in Barcelona, with no specific agenda, thanks to a restless Icelandic volcano. A little Gaudi pilgrimage was noblesse oblige; my father’s brother, an architect, was an ardent devotee. So my wife and I navigated the streets of Barcelona, on foot and in public transport, with the children, with only a hazy plan in mind, to see the Pedrera, Casa Batllo, Parc Guell, and the Sagrada Familia, in situ.

Gaudi’s work - the fluid exterior of the Pedrera, the tile work at Parc Guell, the steepling ant-hills of the Sagrada Familia abuzz with activity, somehow remniscent of a south Indian temple gopuram - was as wonderfully phantasmagorical as ever. What was new was the context, the streets of the Eixample district in which this work is set.

The Eixample is laid out in a perfect geometrical grid.
The streets are perfectly straight. Each city block is a square with the edges trimmed off into an octogon, to let in more air and light, and to help the traffic see around corners. It is controlled, predictable, methodical, and in its own way, beautiful.

The Eixample was designed in 1859 by Ildefons Cedra, a less storied figure than Antonio Gaudi. This was when the textile industry was booming, the population was growing, there was new money around, and Barcelona had clearly outgrown the Old City - Ciutat Vella - around the Mediterranean port. So the ancient city walls, fortifications which went back to Roman times, were demolished. An extension, eixample in Catalan, was built. It must have been a relief to move from the tiny, twisted, messy, over-crowded streets of the Ciutat Vella into the gracious, tree-lined avenues of the Eixample, with schools, shopping and hospitals within easy access.



When the twenty-one year old Gaudi started studying architecture, in 1873, the Eixample was already there, as large as life, business as usual. Been there, done that, to straight lines and perfect octogons. Beauty was no longer about imposing order on unruly nature, or on a chaotic past. Beauty, and spirituality, was now about evoking and celebrating the shapes and irregularities of nature, a nature which is increasingly far away.

Gaudi, of course, responded to this need with spectacular panache. But the context, the framing needed to hold Gaudi's magical world in place, was already there. So the Eixample now has Cedra’s rigid grid enriched with Gaudi’s fanstastic shapes, in a point counter-point rhythm, which is more layered and meaningful than something either Cedra or Gaudi alone might have built.

Let them eat cake

Would you want your brand to be associated with an icon, who, for centuries, has been associated with unearned privilege, wanton indulgence, promiscuity, and the furious hatred of the common people? Apparently, yes, if you are in the luxury goods business.

The exquisite pink marble Trianon palaces in Versailles, from where Marie Antoinette reigned, are being restored to their former glory. This worthy effort is being sponsored by Breguet watches. I noticed the Breguet logo is discreetly but clearly displayed all around the complex on a recent visit.

This is not common or garden corporate philanthropy, it is considered brand-building. Breguet’s advertising boasts that Marie Antoinette wore a watch crafted by the original Mr. Breguet. Breguet bought wood from an oak tree that was being felled near the Petit Trianon palace, under which Marie Antoinette “liked to day dream”, to build a special presentation case for the Marie Antoinette watch. The brand is clearly working hard to enhance this association. Their customers, people who pay ~$25,000 for a wrist watch, are probably telling them that they like the Bourbon heritage.

Will that change? My bet is, it will.

My reflexive associations with Marie Antoinette are negative, probably because I first learnt about her in my middle school history text books. In that austere world of Indira Gandhi’s socialist India, Marie Antoinette’s opulence felt obscene. Breguet chose to invest in the Marie Antoinette association in a different context, in an age of plenty. This was a zeitgiest in which a Labour minister could say that he is “intensely relaxed about people getting filthy rich”, and be better regarded for that attitude. If one is intensely relaxed about the filthy rich being filthy rich, it becomes a lot easier to see Marie Antoinette as a glamourous, gracious but misunderstood heroine.

For better or worse, that age of plenty has come to an end. Whatever comes next, for a few years at least, frugality, conspicuous frugality, is going to matter. History's verdict on Marie Antoinette will continue to shift shape.