Europe Impressions:2007: more...

Driving past many cities and observing airports everywhere, I found that all the advertising and communication in Europe is highly 'functional'. They don't show a 'happy family' for everything from soap to car. Finally consumers have understood that soap is a soap is a soap. It can do nothing to entice a boyfriend or to make a girl a beauty queen. Care for skin and removing the dirt is the work that is expected out of it...that is it. There are no long and boring stories to be told there. I see this trend coming in some of the product categories in India as well.

Stationery shops are my place of interest when I go to Europe. Though Pune also has exclusive super stores of stationery and one can find exclusive stuff here as well. But the kind of deep-ranging that can be seen in each product category is usually absent in India. I can see 5 different coloured corrguated papers. The regular brown paper my son uses to cover his notebooks is also available in several colours and exotic finishes like silver.....this ordinary craft paper has been turned into an object of desire. While sharpners and erasers have taken on a chinese look because of obvious reasons, notebooks, papers, high-end pens etc. have still retained the European flavour. I was delighted that Chinese onslought has not taken a toll there and quality is still respected.

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