A few days ago, someone told me: “All tambrams are either super orthodox or super rebellious.”
And, as a token tambram, I have to agree with that statement. Before you go all up in arms and saying ‘abhishtoo’, bear with me as I unpack this statement.
There’s a segment of tambrams, usually in certain pockets of Madras (they don’t call it Chennai) who are as orthodox as it gets. They’re on the boards of temples, zealots for filter coffee and have strong opinions on carnatic music. They’re also quite studious, sticklers for propriety and form closed, close knit communities.
That’s one end of the spectrum.
On the other end, you have the rebels. These are the Tambrams who are ‘one with the world’. They don tattoos, piercings, swear in 7 languages (gotta make use of the studiousness!), can distinguish between 17 types of biryani and 19 types of craft beer. They’ve been there and done that – and may or maynot have their ‘Type A’ personalities in check. In case you’re wondering, I’m one of these.
Now that you understand the two types of tambrams – tell me this: Did someone pop into your head while you were reading the descriptions?
For most people, the answer is yes, especially if you’re from south India. And the reason you are able to connect somebody with these descriptions is because they stand out.
What didn’t strike your mind until now is that people like these – the super orthodox or super rebellious, are a tiny fraction of the majority. The majority of tambrams are ordinary folks, living ordinary lives.
But we don’t talk about the ordinary. We talk about the remarkable. We talk about the outliers.
Most brands are like the majority of tambrams out there – they are solid, yet, they’re hidden in the mass majority. To get noticed, your brand needs to stand out. It needs to become the market equivalent of the orthodox tambram or the super rebellious tambram.
You can’t afford to be stuck in the middle.
Domination Labs can help you do just that. If you’re interested in helping your brand stand out, send me a mail at email@example.com.
For now, this is Arvindh saying over and out.
P.S. I seem to be naming my emails as Big Bang Theory episodes. hmmm..
P.P.S If you want to learn more about the tambram culture, check out this book by my good friend, Aravind Sekar: Srinivason