JUNE 22, 2003
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Close Reading Leaves
Economic research data is supposed to be fairly straightforward. And so it is, for most countries. But countries alone are not the only economic zones there are. Which is why the National Council For Applied Economic Research is studying state-wise performance, on a grant from the Canadian High Commission.


Brand Culturalisation
Brand this, brand that, and now, brand culturalisation. Reaching for your gun? Don't. It's not the latest attempt in marketing jargonisation for the merry purpose of higher obscurity and greater reader bewilderment. It is something that brand marketers ought to pay attention to. Because it pays.

More Net Specials
Business Today,  June 8, 2003
 
 
The Music Never Stopped

India's own silicon alley Bangalore may be shrouded in falling-profitability-induced-gloom, but the party goes on for corporate bands. And no, none of them plays the blues.

PHOENIX GLOBAL
Phoenix Broadband
BACK OF THE BOOK
Tickle The Child
In You

The break of dawn is at least an hour away in the rest of Bangalore, but it could well be mid-morning at 24/7 Customer's brightly lit offices at the Singapore Technology Park on the outskirts of the city. As the name indicates, the company is one of India's many ITES (it-Enabled Services) warriors and its customers are largely located in the continental United States. A routine shift-change operation is underway and bright-eyed men and women, deposited at the park by snarling UTE-wannabes walk in to the faint strains of Santana's Black Magic Woman-outside, in the cafeteria, the company band Ncads is jamming.

Ncads-from non-customer affecting defects, explains Akshay Shankar, a 25-year-old who is a team leader at the company and the band's bass guitarist-is so much a band that it is actually changing its name after 18 months of existence. Ncads, the band felt, was tough on non-ITES tongues; so, after a company wide poll, it is rechristening itself 24/7 Bandwidth. ITES jobs are stressful, involve the altering of biological clocks, and are dominated by repetitive tasks. "Music enables us get our minds back to life," says Shankar.

That sentiment finds an echo in the words of Mohammed Hafiz, 27, the rhythm guitarist of No Klue, one of Wipro Technologies' bands, who continues to play despite being afflicted with the carpal tunnel syndrome, a common affliction among both coders and guitarists. "The world looks a better place when I am playing the guitar," he shrugs matter-of-factly.

Bands such as 24/7 Bandwidth and No Klue are common among Bangalore's tech companies. They play the kind of music popular in India's elite engineering colleges, a mixture of rock and roll, heavy metal, and pop (a few touch on grunge, but not extensively)-not entirely surprising since engineers are the predominant segment of the workforce in these companies. So, No Klue specialises in covers of Metallica, Nirvana, Pink Floyd and Black Sabbath numbers, as does another Wipro band Trad Scabrous; Infosys' Elements does Led Zeppelin, Deep Purple, Guns N Roses, Doors, Pink Floyd, Metallica, Iron Maiden, Judas Priest and Scorpions; and 24/7 Bandwidth, Santana, Eagles, Pink Floyd, and Deep Purple.

INFOSYS
Elements/Symphony

Bands with older members-as engineers mature, so does their taste in music, not always for the better, though-do play other kinds of music. H-P's Wind Tunnel Road, named after the road on which its offices are located plays its own brand of fusion-its financial-assistant-by-day vocalist Harish Nair skillfully moves between Deep Purple's Hush and Bhagyada Lakshmi Baramma, a Kannada devotional number-as does sap's sapthak. Some of Elements' members are part of another band, Symphony, that plays only Hindi film music. MsourcE's Mrock has a thing for reggae. And Phoenix Global Solutions's Phoenix Broadband plays everything from The Beatles to the latest Bollywood hits to numbers from old Tamil films. Out here in Bangalore, the music never stops.

I'm Just A Singer In A Rock And Roll Band

It isn't easy to be part of both a go-go tech company and a fairly active-one-jam-session-a-week-band. It helps if you are passionate about music, like Phoenix Broadband's founder Pramod Stephen Chakravarthy is. The prematurely balding 34-year-old looks like a relic from San Francisco's 1960s Bay Area, dangling earrings, pince NEZ, and a potbelly. Chakravarthy, a multimedia designer, sings duets with singer-actress Vasundhara Das, writes music for Kannada blockbusters-his father was a music director, as is his brother-and is Phoenix Global Solutions' resident musical muse. "Work is my life, but music is my mistress," says Chakravarthy. The three members of Infosys' Elements that are winging it to Germany in June for a concert by Metallica would agree with that. "No amount of expense will be spared to be with our heroes," gushes one.

WIPRO
No Klue & Trad Scabrous

Still, finding the time to jam remains a problem. Music and work isn't really an either-or choice for members of corporate bands. As Chakravarthy puts it, "We never neglect work as it pays for our passion." The peripatetic nature of the code-jock's job means there is no constancy in the line-up of the bands. Elements' drummer Himanshu Gupta is in the US, a 10-month-long assignment; "Just when we get everything together, someone is posted abroad," says the band's keyboard player Syed Aman. Most corporate bands seem reconciled to this. "Our lead guitarist Arvind Ravindranath is off to sap Germany next month," says sapthak's Riju Mukhopadhyay. "We just have to find an effective replacement." Then there's the issue of equipment-most companies underwrite this-and finding place to practice, but as two-month-old Mrock's Harry Correa says, "these are initial hiccups."

Avinash Christopher

The companies are happy to indulge their bands. Infosys allows its band to use the company's pa system, Bose speakers that cost around Rs 25 lakh and all, during concerts, and has underwritten equipment to the tune of a couple of lakhs. Wipro hires professional sound equipment for in-house concerts of Trad Scabrous. It helps that all tech companies dig the concept of making work fun; some even have designated chief fun officers.

Music is just that, fun, for some bands. sap's sapthak is confident it will never turn pro. "We know our limitations," says Mukhopadhyay. It is more than that for a few. Phoenix Broadband's Chakravarthy has just cut an album titled Unheard Echoes and is talking to a few record labels. Avinash Christopher can sympathise with such aspirations; he went over to the music world last year. The 30-year-old MBA with rock-star tresses quit his job with BPL Telecom in 2002, and floated Wishbone Music, a company that aims to promote local musical talent. "The call of music was getting stronger," says Christopher. "I could no longer hold back." As the song goes, "I can't stop for anything; I am just playing in the band."

TREADMILL
The Small Ones Matter

B

iceps, pectorals, quadriceps, deltoids, glutes, abs...you name it and every serious gym-goer knows how to pump these up and flash them too! But what about the small muscles? And, no, Treadmill isn't being smutty. We're talking here about the supporting muscles, which contribute in no mean manner to your physique. When was the last time you exercised your Serratus Anterior? Those are the two strips of muscles on either side of your torso that stretch from the inside ridges of your shoulder blades to your ribs. Or your Levator Scapulae, which run diagonally from the top of your neck to your shoulder blades? And what about the External Obliques? The muscles that stretch from your ribs to the sides of your waist. I could go on... Gluteus Medius (wedge-like muscles on the side of each hip), Triceps Longhead (the biggest and longest part of your triceps covering the inside and back of your upper arm) and so on.

If you're wondering why I'm suddenly ranting about small muscles, it's because most people don't worry about these nuances. These are the subtleties that matter. The muscles that, when developed well, really give your physique a boost. They make everything add up to a super shape. Next time you're at your gym, ask the most well-developed hunk about these muscles and he'll show you exercises that are simple, yet effective in building these small supplementary muscles. For instance, if you want to develop your Serratus Anterior, it's just a simple crunch with a tweak: Hold a light barbell with an overhand grip; lie on the floor with your feet flat on the ground and knees flexed. Keep your arms perpendicular to your flat body; now, use your abs to flex your torso like you would in a regular AB crunch, only add to the movement a push to the barbell with your arms (without bending them) upwards towards the ceiling. Note: Don't count reps, do a set in a minute and then three such sets. And then go out and buy tanktops with extra big arm-holes.

Tip of the fortnight: Everybody does freehand push-ups. But don't let it become just a chore that you do by rote before hitting the bench press. Try doing slow push-ups and vary the width between your hands-from shoulder wide to extra wide. And keep your torso straight and back unbent. If you're adventurous, try propping one foot on the ankle of the other one.

 

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