From Dubai to Benaras

On the Mansarovar Ghat slope, the following day, I sat with a group of Naga Baba's spearheaded by Manoj Giri Baba aka Monkey Baba. He was covered in vibhoothi (ash) and was ready to maar (light up) his chillum. Somehow there is a constant appearance and re-appearance of aviator-type sunglasses in Benaras. It will appear in all my subsequent visits in different forms forming different points of view sometimes looking at things in green, sometimes in black. They are my vision controllers. One of the baba's wanted to keep it. They proclaim to live a life of renunciation yet they want sunglasses and iphones all the time. I don't understand where they come from. What makes someone give up everything and roam the earth looking for dhuni's and chillums to proclaim the next new second. The Dhuni is a sacred site represented as a cleft in the ground. This cleft is emblematic of the Yoni or female vulva and generative organ. The Dhuni therefore represents a site of worship related to the Earth Mother, Shakti or Goddess. The Dhuni is worshipped by spiritual intention and the kindling of a flame inside it. Suitable materials are offered to the Dhuni and consumed by the heat or flame. This represents the eternal process of change and transformation on all levels of existence. As the Yoni is the nexus from which all manifest beings come into this world, the worship of the Dhuni represents a sacred nexus for the path of return from the physical to spiritual level. This is an intentional process of inversion or return to our spiritual source. The Dhuni is a sacred site and focal point for this form of spiritual exertion or Sadhana. Aside from the offering of sacred fuel to the Dhuni, mantras are also offered as well as the sounds of diverse musical instruments and ecstatic dance and gesture. Although several cultures retain traditions of fire worship, a unique feature of the Dhuni tradition is that it is the Dhuni or site itself which is considered sacred, not exclusively the fire kindled within it.

Later, I went to Mona Lisa cafe looking for something to fill my social cylinder. I spoke to many passing strangers. I was beginning to understand why this strange place was attracting the most diverse set of people. Here everything happens out of time. Time has a very inconsequential role to play in Benaras. No one wonders what day of the week it is. The tourists walk the gulleys, sitting in chai shops, observing life unfold every second. I was beginning to forget about time, I decided to lose the watch on this trip. It was interesting to come to a place like Benaras after living in Dubai for twenty years. From Dubai to Benaras, from materialistic to ascetic, from everything to nothing.

I remember this piece called "Do-buy" I had written about this shift.

----

Its funny I am saying all this when all along up until now I had compromised my energies for creating commercial logos and branding (which is always explained as something much beyond a logo) for rich companies, building graphic guidelines and things exquisitely called brand driver platforms. Although it did sting once in a while I always thought of (and also owned!) sports-cars with 6-speed transmission (I remember telling people that being in an Audi TT was like sitting in a cockpit), black and white minimalist Armani XL wristwatches, Paul Smith trousers (with that really gorgeous multi-coloured band that would stick out for people to see), Prada slippers and the very assumably not-in-your-face red strip with the Prada type offset to the left, the black CK underwear (oh, you could be clever and rest your hand on your hips in such a way that the Calvin Klein type could be readable to your fellow designer-conscious graphic designer friends). All very carefully crafted for the conscious pretty-faced consumer. I would walk into the boutique shopping malls with 500 dollars in my pocket knowing I was going to spend it, but not knowing on what. Its funny when I think about it now but it makes sense why I named my folder on my macpro Lavish. Ha! Its all adding up now. My subconscious mind was housing all this information and distilling it slowly through my fingertips as they pixellated my innermost fantasies. And I didn’t even know. My parents thought I was progress-personified. I lived in a housing complex called Greens where everything right from the lakes to the palm trees was man-made. Anything was possible in this wonderful fantasy world. It was every middle-class Indian’s dream to be part of a society that had its own private Costa’s, its own private swimming pool surrounded by trees. I remember texting my brother about my uber-cool lifestyle when I was lazing around in the pool in my Ripcurl swimming trunks. I used to take my Tarkovsky Sculpting in time book to the pool hoping to accidentally bump into a pretty girl who knew his films and didn’t think he was a famous medieval classical composer. Alas, it never happened. What was I thinking, God only knows. Now when I look back I can laugh. I was still sensitive back then, though. I had my own upright piano, an Eastern-european piano teacher and a filipino piano-tuner called Jun. I went through it all. I expected to find real happiness in buying all of Tori Amos’s piano transcriptions and working out my favourite songs. Unfortunately, I never got around to spending too much time on the piano. Was I in favourable environments? What was my motivation? I wonder.

I guess there was an innocence in the futile acquisition of things big and small. Of things beautifully designed, sensitively crafted. Before I bought my car I made sure the rims on the tires were the 19” ones and not the 17” ones. Attention to detail, eh? Talking of attention to detail, I remember spending hours and hours crafting the logo of Uptown Cairo, a 7000-home township in Cairo for the super rich. I came up with this really clever idea of positioning it as a fashion brand so people could associate their lifestyle with, say, Giorgio Armani or YSL. The brandmark was also inspired by the YSL insignia. A very sophisticated CA would drive the brand by appearing on cufflinks, shopping bags and 80ft billboards. Black and white with an accent of fuchsia-pink. It looked really nice I must say. But, wow, its hard now to understand my dedication towards something so trivial. The hours spent creating the brand driver platform, the hours spent sifting through images in Getty and Corbis containing the tags sophisticated, class, up-market, quintessential, etc. I browsed through thousands of images downloading comps of the ones that matched my verbal brand driver “Uptown Chic”. I also created a little film in flash with the music of Air. How sensitive I was as a commercial graphic designer. Did I somehow avoid questioning this or was I just too caught up in wondering what to buy next? When I think back now I really wonder what my real motivation was. On the other hand, I had to keep the social and artistic cylinders of my heart constantly full by having screenings of Bergman, Tarkovsky, Kurosawa films (and post-screening discussions) in my apartment. I felt this somehow made up for all the shit I was doing in my day-job. I constantly lived in that sense of denial that hey I wasn’t really doing too bad in the self-realisation department. I rarely asked myself the question, “Are you being true to yourself?”. Actually I don’t think I ever even thought of that. I was too busy drinking Belgian beer with friends, discussing Ermenegildo Zegna’s fall collection of men’s suits, smoking cuban cigars, making sure my 100 dollar Terre-de-Hermes cologne found its way through the smoke-infested interiors of the post-modern Blue Bar or the David Lynch-inspired Cooz Bar in the Hilton. These were the things that constantly were on my mind. I was the cool graphic designer working with the best Branding agency in town hanging out with really pretty women, some of them Mexican, some Lebanese, some French, some even as exotic as half-Danish/half-Rwandan. I constantly sent photos to my friends back in India, me in my Stone Temple Pilots T-shirt and brown Mexx leather jacket (with the minimalist red interior satin lining) hanging out with super-gorgeous women, their arms all over me. Oh, how satisfied I felt. This, for me, was the summation, the ultimate realisation of what I constantly strived for. It was me climaxing in the social circus. I was up there. As the night was coming to a close the only question on my mind was whether I was going to flash my Gold or Platinum credit card when the cheque came. Or maybe I was too drunk to think of anything at all.

In 2004, I began documenting my thoughts on a blog I called Scalable Deficit. Deficit is defined in the dictionary as being “the amount by which something, esp. a sum of money, is too small”. Ironically, subconsciously, I must have been talking of that something as being the soul, and not money. Quite an apt title, now when I think of it. I had to write what I felt. I had to be honest. I knew I was doing something wrong in my life. My life, for sure, was lacking something. Something real. Which is why the words came so easily. I needed to vent.

I give up
Its a horrible day. Never felt so alone. I think I am a bonafide misanthrope. The sound of the human voice drives me to insanity. Its all opinion right? Everything is. "Have you been to the packaging and promotions section of the website? You might want to check that out." No, I don't want to check that out. Its all bollocks anyway. Who fuckin cares? These people can stuff their opinions on advertising and how cool it is up their... My heart is filled with Castrol. I am a commodity. I am a whore. Famewhore. I am a sellout. I have nothing to contribute to society. I sell lies. I sell mouthwash. There are no stories I can tell my grandchildren. I am the lost rays of a forgotten sunrise. I am all that I never dreamed of being. Plastic and cute, all the way.
Monday, March 07, 2005

The turning point for me was when I made my film “Look here, Kunigunda” which was a kind of visual poetry with no words. Having a film-club was good because I met quite a few interesting people like Mark, the hero of my film, Siobhan, the heroine and Nick, whose camera I finally used to shoot the film. So, I guess that was an important turn of events. It made me realise that beyond the glitz and glamour of the design industry, there was a world of realism in the artistic expression through film, a kind of vocation that maybe I could pursue.

Oh, I remember this lovely little poem.

Once the poem leaves your fingertips
it is no longer yours.
It acquires new shapes
in the eyes of others.

All art rides on the vehicle of opinion. This is where the author is at his weakest, vulnerable most. At that point of time, the author either waits patiently for comments (diplomatically conveyed), honest criticism, praise or love. I have always been the sucker for compliments. This receiver of love. Accepting everything good like I deserved it, running from those who fail to think like me. Atleast when you are creating artwork without the business hat on you can choose to be elitist and ignore what people think and decide to keep at it inspite of all the negative feedback. If you honestly feel for what you do, why should you care what others think. Results are not really in your hands. Maybe someday they will get it, maybe they wont and maybe you will be written off as the weird one that no one got. Who knows.

But, its different when you’re creative expression is at the mercy of a client or, even worse, a blonde Lebanese client-servicing executive who seems to have the final word on your artistic expression. It has happened to me many times. I could be sitting there with my headphones blasting Godspeed, you black emperor, working on an advertising campaign for a very large client like American Express when suddenly I could be interrupted with something like this:-

“We just presented the work to the client. It went down very well. Instead of the black and white photographs, can we see an option with colour photographs? The client was not too happy with the font you used, can we just stick to, say, a Helvetica? Or even Verdana? The client really likes Verdana? So, two options, one with Helvetica, one with Verdana? Can you increase the size of the logo and can we have FREE written in caps, and maybe in red? Other than this its all fine. Well done, Prem. Your a star. Shouldn’t take you more than an hour to fix this, right? Shall I arrange to meet them tomorrow, in the a.m.?”

Lina, the beautiful Lebanese client-servicing executive disappears saying she needs to run into another meeting in five (she probably needs those five minutes to do her eyes). I sit looking at my monitor not really knowing what hit me. But I try to calm down by going to the pantry to make myself a strong Nescafe in my own branded coffee cup. It all boils down to this. These are the moments that really make you go “WOW”. And little did I know it would get a lot worse than this.

Turquoise boy

No?
I say no to corporate magazines. I say no 9am meetings. I say no to 9-5. I say no to cubicles. I say no to annual reports. I say no to tea-parties. I say no to sushi lunches. I say no to group hugs. I say no to the ladder. I say no to the institution. I say no to institutional leeches (who use the ladder). I say no to team-building picnics. But I still sit here in my cubicle, staring at a computer screen designing and branding corporate institutions. Fuckin hypocrite, I wish I could go to sleep and never wake up cos I am saying yes, secretly.
Tuesday, June 27, 2006

In 2006, a branding consultancy called Turquoise headhunted me and offered me a job as Senior Designer in their London offices. It was a very exciting time. I always wanted to live in London, one of the three cultural Mecca's of the world. Turquoise was run by three women, the superpowers of the new world. The Creative Director, the senior designers, the designers were like little poodles on their lap or like lilliput men stuck in their hair. The studio was in a converted Victorian building in the very very expensive Holborn area. To keep up with my exquisite Dubai lifestyle I took up a tiny (like really tiny) studio apartment in Notting Hill for an insanely exorbitant rent. Why? I wanted to tell everyone I was living in Notting Hill, just like Hugh Grant. I also made it a point to tell everyone how much the rent was, which in Indian rupees was about one hundred thousand rupees a month. Er... I didn’t realise the coming one year would be me selling out completely in the corporate world, but also the year where I would write my most honest music to date. So, once again, I managed to offset the humdrum of the branding world with a sincere artistic expression through music.

Turquoise really started to kill me. I was dying a slow death in the Sylvia Plath sense of the word. By the end of six months, I had lost every bit of soul left. I lost a lot of weight too. My artistic and social cylinders were running dry. I had nothing to say. So, I started walking the streets of London alone. I began discovering a lot of new music, new artists, new films. I went to exhibitions in the TATE, Whitechapel Gallery and Serpentine regularly and began spending my money acquiring the paraphernalia of the artists I loved. Pierre Huyghe’s “Celebration Park” and Fischli & Weiss’s “Flowers & Questions” really inspired me to look within and find my own voice and make the exit from corporatism quietly. Like those signs in concert halls that read “Please leave quietly”.