Commenting on the campaign to commemorate the 100th birth anniversary of J. R. D. Tata, Ramesh Narayan asserts that with attitudes and social mores changing, and with society lionizing political thugs and stock market marauders, the story of the Tata’s and what they stood for would warrant telling in a detailed and compelling way.

THIS YEAR IS significant for the Tata Group. It marks the death centenary of Jamsetji Tata (J. N. Tata), and the birth centenary of J.R.D. Tata and Naval Tata. Rediffusion released an advertisement headlined “the Human Face of Industry.” It had the pictures of the three great men and listless body copy that speaks about enterprise that was an expression of self belief that the country could manufacture steel, generate power and use modern technologies. It goes on to list such landmarks as building India’s first luxury hotel, pioneering civil aviation etc. The advertisement ends with the logo and a baseline “A Century of Trust”.

On the one hand one could take the attitude that the whole of India knows what the Tata group stands for, and what legends like J.N.Tata and J.R.D.Tata have done for the country. Someone who holds this view would not be wrong.

On the other hand, I have a few thoughts. Firstly, with India growing progressively younger (about half our population is under 25, I am told) I am not too sure whether most people are aware of what they should be aware of, vis a vis the Tata’s.

Secondly, with attitudes and social mores changing, and with society lionizing political thugs and stock market marauders, the story of the Tata’s and what they stood for would warrant telling in a detailed and compelling way.

Thirdly, while odes are written to corporate social responsibility, there is an urgent need to explain how this should be put into practice.

To me, J.N.Tata is a symbol of national self respect, self confidence and selflessness. J.R.D.Tata is a symbol of a pioneering streak , a graciousness and a capability to tell it as it is. J.R.D. did not hesitate to express his disappointment over the nationalization of Air India to the all-powerful Nehru. How many industrialists would speak up to even a state minister these days. Today’s industrialists look like pigmies in comparison.

The Tata Group has been built by the likes of these towering personalities. And it shows. Tata Steel, Tata Motors, Taj Hotels. Each one of them has a great story to tell. And I don’t mean just performance case studies, which also they are. Here is an opportunity to use advertising in a manner that every story could be an education for today’s youth and entrepreneur. I hope the group intends to tell this gripping and inspiring story in interesting detail in the year ahead. They frankly owe it to independent India.

Tata Consultancy Services
Maybe I am descending from the sublime to the ridiculous, but the Tata group with their common logo should really be ensuring that every communication which bears their name should have their stamp of quality. Seeing the TV advertisement for the Tata Consultancy Services public issue, I was appalled. A pale egg yolk masquerading as a sun rose rapidly to the top of the screen and one of India’s biggest and most prestigious public issues was desultorily announced. I am aware that Sebi has a host of statutory handcuffs, but surely something more polished and creative could have been used. After all it has the image of the group riding on it.

Ramesh Narayan heads Canco Advertising and welcomes comments at canco@mtnl.net.in

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