Tuesday, January 31, 2006


The mobile revolution in India, on which lots has been written about, researched about and talked about seems to have an unlikely casuality. The ubiquitous yellow coloured STD (Subsriber trunk dialing), ISD (International subscriber dialing) booths that dot bus stations, train stations and many other descript and non-descript landmarks.

There was a time when just before and after journeys, travellers would scramble to inform home that they had reached safely. So, there was this huge business that sprouted outside railway and bus stations that capitalized on the need of the travellers to inform their family/friends et al. Like in all legitimate opportunities, there were unscrupulous vendors who rigged the electronic timer so that it would jump to the next higher rate once the phone was cut or simply made the timer run a little fast.

It must be remembered that these yellow booths were the result of a previous revolution. The STD revolution, prior to which to book an inter state call, one had to book a call and the telephone exchange would call you and so on. It was known as the trunk call and involved talking at full lung power. These booths created a good business opportunity while at the same time "connected India".

But with the advent of cellphones and low rates of calling, these booths are used by only a select few - those without cellphones, those without roaming, those who lose their phones and so on. Heres a dated article that talks about this at length.

Monday, January 30, 2006

India, Indian - the brand

From the time they began the Indian institutes of technology and the Indian institute of Management have carved out a name for themselves. The names of institutes with the prefix Indian is synomymous with high quality, government run institutions. The Indian institute of information technology is another new institutes with the prefix Indian.

There are quite a few public sector companies with the word India or India in it, signifying the ownership (or interest) of the government of India. Not all of them are best in class. "Indian" (now without the airlines) is not exactly known for the best quality of service. Indian railways likewise is at best a people mover and nothing more. Some smart people have, in the meantime, prefixed otherwise nondescript names with the name "Indian" to generate high recall.

Indian and India is a brand. If some company or institute wants to use it in its tagline, it should be charged for it. Tata sons charges a royalty from every Tata company for the use of its brand name and has cracked down on the misuse of the Tata name. The Indian government can use this example and place a premium on the use of the name Indian and charge users for the same. Misuse of the Indian brand name should also be punished. After all, it is a brand name that has high recall and value associated with it and we cannot let unscrupulous individuals capitalise on it.

Railway stations and jaywalking

So, how does one prevent people from jaywalking across railway tracks which is a perennial problem in India, more so in hutment littered Bombay. Heres how.
One - prevent the jaywalking option as shown in the first pic by fencing, planting trees and making it difficult to jaywalk.
Second - provide, as shown in the second picture by providing a subway.

It is human tendency to ignore overbridges (climb up followed by climb down) and use subways (climb down then climb up), so it is smarter to take the railway lines up and send the people from below. Much like the way it has been seen on roads in India. People simply never use foot overbridges over roads, unless they look good (I dont have the picture to one of best looking overbridges in Juinagar, Navi Mumbai, but you can see it here.)

So what do you do? Provide subways and let the people go under the road or rail as the case may be.

Friday, January 27, 2006

The future of cinema?

So, will digital cinema spell the end of multiplexes? The picture above is a small digital theatre located in a railway station complex in New Bombay. Charges are low, at 50 rupees a ticket. Technology can make many things cheaper. A very long awaited movie is releasing today, Rang De Basanti and it is a whopper for the multiplexes, atleast in the first week.

Many years ago, during the days before multiplexes, a blockbuster meant that theatres would arbitrarily hike their rates. If they did not do that, they would station their own men to sell tickets in "black". Prices would be artificially jacked up. The movie going public would pay more money, the theatre owner or manager and the blackmarketeer (in cahoots with the theatre) took a cut while the government got the usual tax.

With the arrival of multiplexes and online booking the black business has gone down, atleast in the urban areas, but the tickets have become expensive on the whole (which is ok, because it is worth the money). In the earlier days AC meant airconditioning in the beginning of the movie and then miserly owners would switch off the AC. Seating was pathetic and every seat had more bed bugs than the population of India. Sound systems usually meant loud sound and nothing else. All in all, it was a rip off at all theaters except the best.

Coming back to digital cinema, the theater pictured above is a small theatre, miniplex (?) slightly larger than a home theatre. At 50 rupees it is half the price of a multiplex ticket at the very least. The larger multiplexes charge upto 300 for tickets especially on weekends and new releases like this movie. For a first day show, it is a steal. So, how was the movie? Movie reviews are better covered by other blogs.

Thursday, January 26, 2006

MUIP buses

Mumbais BEST has got a fresh set of buses, those with the MUIP logo on it. The front of the bus looks different, the other parts of the buses look pretty much the same. The display, a Mumbai speciality is on the front and above the entrance into the bus. Mumbais buses have a number and destination display at these points. Apart from this these new look buses have a number only display at the back of the bus.

Especially useful if you are running after a bus and want to know what route it is!

And by the way, the website of BEST, much like its service is one of the best I have seen in recent times. It is surely the best in India, with a pretty smart route finder. It provides decent changeover information too in case there are no direct buses. A smart website!

Fresh fish

We south Indians like our idli/dosa batter fresh. Much like the Japanese who like their fish fresh. The process of creating idli/dosa batter has spawned technology innovations. In the earlier days this was carried out using a stone attukall (literally, shaking stones - top image) and it was a manually intensive process. This was replaced first by a electric grinder, as shown in the picture above ( the shiny thing) and then by portable versions of the same. But with the passing of time and lesser time to prepare the batter it was a marketing opportunity and many jumped into the fray offering prepared batter. But, it was not fresh enough.

Therefore what you see above is the latest. Fresh batter prepared right before your own eyes.

Wednesday, January 25, 2006

Mental poverty

In my previous post, I had mentioned about the toll bridge with the efficient manual toll collection system. Around this toll bridge is a village with dug up roads which if one takes, the toll can be avoided. (Even as I write about this, I am sure CIDCO is working out a method to prevent this). There are many who take this circuitious route to avoid paying the 25 rupee toll. Among them are taxi drivers, tempo drivers and the like. Also are people who own big expensive cars. When one can pay a few lakhs for a car, why cant they pay a measly 25 rupees for a toll that has resulted in better infrastructure and better flyovers in the city? These are also the kind of people who will park in a bylane so that they can avoid a 5 or 10 rupee parking ticket. To put things in perspective 50 rupees or so is the cost of a single litre of petrol.

Why are some people mentally poor? They will spend on an expensive dinner, but avoid paying toll or a parking fee? I am not sure what makes them so? There are educated people who will spit on the roads, throw away the wrappers of takeaways on the road while keeping their own cars and houses clean. (NIMBY phenomenon at work). Cultural training, etiquette and awareness is sometimes (many a times) independent of education.

Tuesday, January 24, 2006

Manual toll collection

On this particular bridge across the creek between New Bombay and Bombay is the best toll collection mechanism I have seen, apart from perhaps, ez pass. No manual collection center or automated basket system I have seen betters the speed with which this manual system works. The toll fee on this particular bridge is 25 rupees and if you show your currency note a moment before you stop momentarily for payment, the person in the picture (or his colleagues) will be ready with the receipt and the change. I have never seen them grumble nor seen traffic held up at this toll centre.

Again, this is one of the applications of a labour surplus economy. Sure automated solutions would have been possible, but the trouble of getting them work across multicultural, multilingual populations takes some doing. For now, a small army of people manages this toll centre and does its job wonderfully well.

Friday, January 20, 2006

Violence and Peace

A few days back there was an accident at an intersection near our house. The usual Indian kind of accident which happens only in India. On a "highway"is a village/town road that connects into the highway. People who want to go to the other side of the highway, have to go through this intersection. This intersection is what I call, a free-for-all intersection. Therefore you honk, scream, come in at full speed like cars and you get right of way. Or you can heave, sigh and scare like a truck and get your right of way. Or you can rumble in, roll about and slowly go like a roadroller or tractor and get your right of way. Or you duck and weave like a two wheeler and go through the gaps. Every once in a while a pedestrian or a two wheeler is involved in an accident with a truck or car. The car or truck owner faces the ire of the people around since cars and trucks are "big" and pedestrians/bikers are "small" regardless of whose fault it is. Sometimes the car or truck is burnt down, but rarely is a biker/jay walker held responsible.

Last week, there was an accident between a bike and truck and a subsequent demonstration and blockade of traffic for almost 3 hours. Next day onwards two policemen could be spotted standing there almost round the clock.

Many years back in Bombay, a truck (or was it more than one) was stoned over an accident. This was followed by rioting at a similar intersection (again in Bombay) some distance from the intersection near our housing colony. Accidents happened at our intersection also, but this was typical middle class Mumbai where there people dont demonstrate or resort to violence. Soon after there was a subway at the intersection where the rioting happened, while the peaceful intersection got a subway after almost 5 years and some more accidents.

This scenario is seen in many parts of India.

Question: Is peace more rewarding or does one have to resort to violence to "get" benefits such a simple subway? or a flyover? or even roads? or police protection?

Wednesday, January 18, 2006

Amiri Badhao

...says the senior Ambani, Mukesh, they of the original prosperity to investors fame.

..Amiri badhao (enhance prosperity), Ambani said to loud applause from students, educationists, and industrialists at a function to dedicate the Indian Institute of Management, Indore, to the nation...

To read the entire piece click the link on top.

But this is the right idea for the right generation. Garibi Hatao, a slogan that served to remove poverty of only a select few is in itself the wrong way to attack the problem. The commies and the so called saviours of rural India are still attacking the problem of poverty from the direction of eliminating poverty instead of attacking it from the direction of increasing prosperity. Middle class India, the India which of 20 to 30 years back was the army of typists, clerks and teachers is now in its gen next avatar. The scions of those teachers, clerks and typists are the face of the educated India, the same India which is powering its service sector. One generation before this and you find most of this middle class on the fringes of poverty. (Grandparents of those born in the late 70s etc.)

To move from the muddle of poverty to middle class requires a generation. A generation of education. A generation of opportunity. If our services industry revolution and the retail FDI could penetrate the villages we would have a generation of call center executives and big store salesmen who like the typists and stenos of the 70s would take prosperity into the villages. By the next generation, in say another 20 years, we would see a prosperous India. It is happening but some reforms need to happen to help prosperity thrive in rural areas. Retail FDI is one of them. Labour reforms is another. Reforms in the farming sector is perhaps the third. All these three together will let companies offer rural persons more opportunities than the ones they have currently.

Justify their existence - JTE

In a corporate setting, everybody has to Justify Their Existence (JTE) for the salary they receive. This was the lesson I learnt while working as part of a high pressure finance team in one of my first jobs and then many times over.

In the midst of the running around creditors, debtors and bank finances and factories, every once in a while could come our internal auditors with their strange requests. While we spent many hours trying to match the numerous outflows with the trickle of inflows, these internal auditors spent time sipping tea, checking out new trainings and living a peaceful 9 to 5 life or lesser. Every now and they would announce their presence through an email (no less - though they were just a floor above us) that would ask for some reports. Reports of all employees who joined from x date, all employees who left after y date and some weird combos of their salary packages or some funny combination of our finances. That they did not have access to our system was funny, but the fact that they saw to it that they never had access to it was funnier. As a rookie, I had precious little to do with these reports and saw no reason why these demands should be met especially considering we had other, real, fires to fight. But the person who worked with me, Manoj, always found time to satisfy their weird demands, perhaps a day later or a week later, but he complied. As a rookie, when I asked him, he told me, "Well, they have to justify their existence".

While that is sad but true, there are indeed many such "departments", "units" and "functions" that only justify their existence. They survive by default by pointing at the faults of others, or by playing devils advocate at other times. Quality departments for instance in the pre Kaizen/JIT world of manufacturing were also JTE until they were eliminated (almost) by Kaizen/JIT, self certification etc. In a non manufacturing setting, there are still many functions that live by JTE. I have especially seen this in places where there are less systems and processes in place. But even in places where there are systems and processes, like in Indian IT for instance, there are departments that live by JTE (any guesses?) to "control processes". Why these cannot be empowered to the teams themselves much like manufacturing, is something I have never been able to fathom. (more on this in another post for later)

How many such departments can you see around you? If you are the head, which are the ones you dont want? Departments which "JTE" or departments which actively contribute to the bottomline and profits??

Monday, January 16, 2006

Shaving cream containers

A shaving cream container is liable to kept in a place where there is moisture, typically in bathrooms. Anybody would provide for that or so you would think.

The Gillette shaving cream container that I have has rusted all over and spoilt my glass shelf. I have remedied it with an "interim solution", but my point is, shouldn't Gillette have thought of this? Atleast they could have a plastic bottom that does not pass on the rust to the shelf? (and this indeed is my interim solution; I have taken a plastic bottle lid and made the shaving cream container sit on the lid. Problem solved for the present)

Language and expressiveness

Dainik Jagrans recent set of ads (note the pic) above are eye opening in more than one sense. Note the picture above. The caption reads (seen partly in the picture), "Can changing the language change our relationship with objects?" Below is a picture of a Mango, with the first captioned in English. The rest are varieties of Mango noted as Hapus, dasehri, langda, totapuri, and so on. There is another similar advertisement with the picture of an "uncle" first captioned as uncle and then as chacha, mama, mausa, fufa and tau.

The chain of thought that this triggered is that our languages are far more expressive than English. This probably applies to other foreign languages too, but then I am not so aware of foreign langauges.

Knowledge of local languages (and perhaps more languages) creates a greater awareness and expressiveness than knowing only one language.

Friday, January 13, 2006

Shubh Labh

Shubh Labh is an inscription one sees in many business places (or at entrances to traditional business places) in India. It is written in Devanagri script on either side of a swastika (I will upload a picture sometime) with red turmeric. Literally translated it means, auspicious profit and is generally denoted by a Swastika (Right pointed, not left).

I am not sure where this term started from (do let me know in case you are aware) and I am also not sure how this term escaped the attention of them socialists (how can profit be auspicious, after all we are socialists) during our heady days of socialism.

The Marwaris (and many others) have something called a chopdi pooja which is basically a day on which the ledgers and records (these days computers too) are worshipped. When something is worshipped, the underlying meaning is that it is good, ethical. Which is why, for many businessmen, being fair in business is a big thing. The connection with spirituality and worship is a way of "corporate governance", though the meaning of it has been largely diluted today and shubh labh is now more about labh than about shubh.

In its truest sense Shubh labh perhaps epitomises capitalism more than anything else.

IIM Bangalore cannot set up new campus in Singapore

Click on the link to read the full piece, but in a day and age when we are opening our doors for competition, the least we can do is empower our premier institutes to go abroad and compete for better students, to build the brand that is India, but with our politicians that can never happen I guess.

...Human Resource Development Ministry officials today said that as per the existing Memorandum of Association (MoA) of IIMs, overseas branches are not allowed. The Ministry wants IIMs to first cater to the demand at home, given the huge demand-supply gap in IIM seats...

What is home demand? Everybody MBA student I know wants admission to IIM B. I would put that demand at a few lakhs per year. So, till then, IIMB stays grounded here? Great. Thank god they let our companies export or maybe they wont. This is a nostalgic reminder of our frog in the well attitude a few years back!

Indian Express follows up 1, 2

Wednesday, January 11, 2006

Begging at traffic signals

Begging at traffic signals is one of the saddest sights that visitors to India have to endure. But like all systems, these traffic signal junkies are part of a system too, the world of organised begging. While thats one part of the story, these beggars are usually "employed" by someone (usually a small time local thug or police) to whom they have a pay a fee to beg at that traffic signal. So, while they are destitutes, etc., many of them are not as badly off as they seem nor is it that they dont have other options. This, is simply the easy way out. Play on peoples emotions and make some money. While it is sad that our government, police have not been able to tackle this, on our part, we should not give alms to these beggars. Observe the way they go about and you can see it is all about economics.

Given an average signal time of a minute or so, they have to maximise their revenue from all the cars, bikes and rickshaws in that time span. So, their first target is the snazzier cars or the ones with a foreign tourist inside. Cars driven by drivers are the next target (but if its only a driver and believe me, they know a driver when they see one, its ignored). If not, they turn their attention to the smaller cars. Cabs (like in Mumbai) are also targetted, but in Bangalore (or its 16th century equivalent name), they are not. Autos are ignored and a few seconds spent scanning people on bikes. In the span of a few seconds they know if they will get anything at all.

So, the best thing to do is to dismiss them with a wave of the hand. They understand that it is a waste of time trying their luck here and they go off. Its an unwritten code and economics that if you signal that you wont pay them, they ignore you and move off!

Monday, January 09, 2006

Branded Petrol and Speed

Branded Petrol (gas for those in America) has been popular in India for the last 2 years or so. Bharat Petroleum, if I am not mistaken, was the first off the block in this segment. The name it chose, a masterstroke, was Speed. Speed is an innovative, if ordinary name for hi octane petrol plus additives, but like with many simple things, it is sticky. So, I found myself asking at a non BP outlet, for, Speed.

IOC has XtraPremium, HP has a Turbojet (Diesel - am never quite sure what it has named its Petrol) but Speed seems to have become a generic name in this category. Will it become as generic as Bata for shoes, Frooti for tetrapacks, Dalda for Vegetable fat, only time will tell.

Innovation, ICICI style

This one from Sucheta Dalals column in Indian express.

... Rural markets, says Kamath (CEO of ICICI Bank), would be viable only if costs were further shrunk to a fourth of normal banking costs even in India. This would be impossible through the conventional banking network.

ICICI’s challenge was to find affordable technology and new delivery mechanisms for appraisal, lending and recovering tiny loans of Rs 15,000 to Rs 20,000 each. Creating these structures meant getting past social and infrastructure bottlenecks such as illiteracy, lack of electricity and telecom connectivity. So a solar-powered ATM, operating on wireless technology which uses biometric identification instead of the standard PIN cards was one answer.

However, ICICI Bank is more likely to pursue a better and lower cost alternative more aggressively in the form of point-of-sale terminal attached to the local bania store. This involves the same biometric identification, but since the bania uses and deposits cash extensively, it will marry his financing needs with that of the bank customer...

Read the full piece...click the link above

Will we see the end of these buses?

From Indian Express

...City and inter-state buses, run by private operators and state-owned companies across the country, would soon have to meet minimum safety and comfort standards before getting a permit to hit the road...

Read the full piece, but this is one, I am pretty sure will be opposed, delayed and badly executed. Why?

Because the maxi-cabs which are essentially cheap bus bodies on old truck chassis, 3 wheeler polluting noisy passenger carriers (Pune traffic is in the sorry state it is partly because of these junks) which run as jitney bus services are usually owned by "powerful" people and they are popularised by the "power"ful people as avenues for employment (including children, sadly). Bangalore has perhaps a thousand of these rickety contraptions on the roads. About a thousand people are crammed into a single bus in defiance of all safey norms. Why? Because the people cant get enough government buses. Why? Because the government (or somebody else) does not run adequate state transport buses. On certain routes buses miraculaously disappear during peak hours. So, it is a route to make money on maxi cab permits. And anything that hits on the bulging money bags of these people will be lobbied, countered and delayed as much as possible.

But lets hope that we dont have see these on the roads for long.

Friday, January 06, 2006

A new word

Am proposing a word thats entirely my creation and such a word does not exist.

An urge/affinity/tendency to set food on fire?

Or is there such a word already in existence?

Thursday, January 05, 2006

Status quo and labour surpluses

While I was commenting on a Michael Higgins post, I realised that this was a topic that I had to write about. I had blogged a similar example that occurrs in Bangalore.

We paint lanes with our hands, sweep roads with brooms and clean windows with buckets and wet cloth. Why? We pull rickshaws and handcarts, we use 3 people where we can use 1. Why? It is a wonder we still use buses with engines and trains that run on diesel and electricity. It is also a wonder we use tractors when men could done the job.

Surplus labour is part of the answer, which makes it cheaper to hire people than machines. Back in the 70s (80s, more likely), there were strikes against "computerization". I am still not sure how our railways got the computerized ticketing implemented, but thats for some other day. Bombay municipality had dozens of demonstrations and strikes over the introduction of "mechanical sweepers" and if I am not mistaken, they were consigned to the scrap heap. I am surprised that bank unions did not oppose ATMs or online banking sites. Ditto for shops and how they did not oppose online shopping sites.

Today, however, jobs have multiplied and every bank (almost) is on its own network and ATM network and so on. The work that would take 10 persons to do can be done far better by one ATM. Similarly, our roads would be a thousand times cleaner with a few mechanial sweepers. Road construction could be faster as could drawing lanes or laying rails.

Trouble is, we tend to view men as men or one man as one man, not as one man who can do so much by himself or as one man who can do so much if he had a machine. Starting from sweepers to the army, we have still not grasped the importance of multipliers. The army however, thanks to it not being unionised and (largely) depoliticised has realised the importance of force multipliers. But we still continue to waste labour. Unions take pride in controlling ever larger numbers of people and do not want that to diminish in any way. And then again our politicians love status quo (preferably the status quo which has them in power) and will not tamper with anything that smells as tampering with their vote banks.

Our labour policy disallows hire and fire with the result that many industries never hire too many people in the first place, thus letting them fill the ranks of the unemployed. All this plus a high cost on importing labour substituting machinery has ensured that we use primitive human intensive methods for many of our tasks which are out of fashion since the time the pyramids were built.

Imagine what we could do if every one of our sweepers had a mechanical broom or we used machines better for constructing our roads? But we wont, because our politicians and corporators or municipal unions wont let us. Machines dont vote, therefore they will veto any thing that reduces or threatens to reduce the number of people under their sphere of influence. With some technical training our labour force will become a force to reckon with unlike the manual labourers they are now. Point is who will do it? Companies dont have the incentive to do it since they cant hire and fire at will. Institutes cannot open and do it since most of these guys cannot pay for it themselves. Companies and institutes will not tie up for obvious reasons.

If we could make machines with this labour and bring down the cost of such labour saving equipment we could get out of this underdeveloped third world morass of infrastructure that we are struggling with.

Wednesday, January 04, 2006

Chetak rides into the sunset

And with good reason, since it was well past its use-by date...

"... Bajaj Auto has finally written the epitaph of the scooter that is an icon of post-Independence Indian industry, and perhaps also a waspish reminder of its arrogance. The company’s Akurdi plant rolled out the last Chetak two days ago...

(Says Rajiv Bajaj, MD, Bajaj Auto)... “The consumer has given up on the product. Except minor tinkering, it had remained unchanged for more than 30 years"..."

A symbol of the protected, licenced era of Indian industry (if we could call it that) Chetak had waiting period of years in its heyday. Chetak was a rehash of the Italian Vespa and in those days it shared the roads with other similar recycled vehicles like the Premier Padmini and the Ambassador. Today it is a product nobody, not even its manufacturers, want. This is one more of the old symbols of India passing into history. Bajaj, today, is known for its Pulsars and Eliminators than for its scooters. The picture on this page couldnt be more symbolic.

Tuesday, January 03, 2006

Hand crafted lanes, anybody

This is how we create lanes on our roads in Bengaluru. We use no machines neither do we use quick dry paint. We get an army of people to stand in the middle of the road with small red flags (just so that they dont die while they paint lanes on a busy road) and paint the lanes with fat brushes. We also put the motorists at risk. And when we are done painting, we put assorted stones just so that the paint dries you know. So what if traffic moves at full speed? So what if the stones can fly off truck tyres? These are special hand crafted lanes after all.

Monday, January 02, 2006

Special samosa?

An ad for "spicy dum-mast Samosa" from a reputed chain reads thus: "Special crunchy samosa with spicy vegetables inside".

So what is special? The price is, but what else? Every well made samosa I know is crunchy and has spicy vegetables inside. How about adding, specially deep fried in special oil with special maida outer cover and special vegetables?

Index of India Inc's acquisitions

A good one, sorted by industry!

The race to the bottom, Indias cellphone providers...

This is something thats been written about a lot. Indias mobile phone revolution. Now they have all begun a race to the Fortune at the bottom of the pyramid. The first one off the blocks was Tata Indicom with its 2 year free without recharge. Close on the heels of Tatas Indicom announcing a 2 year free without recharge, the other service providers have got into the act.

Airtel is offering a lifetime incoming free or a 3 year free incoming on their phones. Not one to be caught napping, Reliance is offering a similar scheme. As is Hutch. First it was pre paid cards which forms the biggest segment of Indias telecome revolution, then it was micro recharges ( as low as 10 rupees, I USD = approx 45 INR) and now its about keeping customers hooked onto networks. Now, if only they could decongest their networks so that the overall quality of the service increases.

Right now, the joke is that all the people you see on apartment balconies are actually out to "catch the network", which is not so good within walls.

Hutch turns pink

Slightly dated, but Hutch, one of Indias mobile service providers, earlier had an orange logo, has now turned pink.

...Cellular brand Hutch and Orange (in Mumbai) have changed its logo. Instead of orange and white, the new logo will now use pink and blue, respectively. The tristars of the new Hutch logo will be in a bright pink colour. And this pink colour will be complemented with a secondary palette that has a hue of blues...

Hutch has had an amazing series of ads on Indian television that breaks out the regular clutter of advertising where it is difficult to distinguish from an advertisement for tyres to banks to credit cards to paint. Heres a link to 1, 2, 3. For more visit www.agencyfaqs.com