A new world recognises the need for a new archetype and the need for new rules of existence and survival. Wisdom takes on a new garb and speaks a new-fangled language. So is it any wonder that the Socrates of this decade looks different, behaves differently, spouts new mantras and declares Hum hai naye, andaz kyon ho purana?
The gyan given may be as gentle and innocently pure as a matter of fact observation from the cherubic Daisy Irani in Jaagte Raho when she tells a scared and lost Raj Kapoor, who is being hounded as a thief and impostor — Darte ho?.. Kyon?... Tumne to kuch bhi nahi kiya. And the note strikes the right chord as the protagonist goes out with the confident stride of a fearless, honest, simple, common man looking for water to quench his thirst. Or it might be a precocious kid who is sitting on his doorstep coolly drinking Pepsi when behind him, his entire family is going berserk trying to entertain a thirsty Mr Bachchan, who has stopped by. The child is a contrast to the pretentious adults and is honest and decisive in his intention when he sees through all the subterfuge and nonchalantly gulps his drink and says Mujhko kya aap ullu samajhte hain?
And in the last fortnight we have seen the resentful elder brother, expounding on how he has reared and nurtured the younger brother from childhood and how today Chottu has become Mr Know All who has left his elder sibling far behind. The rueful Chottu sheepishly submits, Nahi bhaiya aisa nahin hai. The expertise acquired, he explains, is courtesy the helpline at Asian Paints and thus is simply child’s play. In different snapshots, the dialogue between the two brothers reverberates with the message of a new knowledge base which is younger, contemporary and one that spells out a missive of redundancy for the old school.
In this ego tussle between the wisdom of experience and the curiosity of youth, issues are delicate and need to be handled with immense care. The communication delivered can take on a theme of caring or critiquing by the young Buddha.
The marketeer could take a leaf out of Wordsworth’s book — Child is the father of Man… Thus advice for an attitude change is best delivered from the caring son to his father to move on from the ancient single blade shave to the 7’o’clock twin blade shave as it gives a smoother finish at a cost effective price. The agitated blind father who wants to stay within the familiar comfort zone of the old Splendor can only be soothed by his young son who educates him saying that it is the wahi purani Splendor with improved features. The 24x7 mother, who has time to care for everyone but herself, can only be taught lessons on footcare by Paras Pharmaceuticals through the caring daughter asking for Cra-ck Cream. Similarly, the old guru can only be taught new lessons in communication by the young Raymond gentleman. Once the pupil and today the teacher he connects the lonely old man, on his birthday to his children abroad through Internet video. The sheer bliss on the old man’s face reveals that it feels like heaven!
The message more difficult to transmit and acknowledge is the one that talks about the dawning of new paradigms as well as new proponents that challenge existing credence.
Here again, the superiority of the young Hercules enjoying the vigour of youth is acceptable. The young Boost drinker who is able to overwhelm the cricket maestro Sachin Tendulkar, because of his secret energy or the Samson who the entire Indian cricket team fear to shake hands with as Sunday ho ya Monday, he eats andey everyday — are both believable as being physically stronger.
But to recognise the emergence of a new knowledge base is extremely tough for the older school, and no wonder “he” broodingly exclaims Chottu ab bada ho gaya hai.
The lessons are starkly simple and yet sensitive. The nurturance returned in the form of Crack Cream or Raymond care is what the adult consumer yearns and would welcome.
But communicating the superiority of the sagacious Socrates over the wise and experienced Solomon is bound to fan resentment. Thus what might be advisable is to let both of them drink the elixir of new technologies so that they grow and transcend together.