The Y-AXIS LIVE!

While Tata Tea campaigns for voter enlistment, Starbucks has an unambiguous offer - vote on Nov 4 and get free coffee. If someone needs to have a similar campaign in India, she needs to have a region specific differentiated strategy:

• * Bihar - Free khaini for those who prefer. Chai in a chukkad for others.[Khaini = powdered tobacco]

• * UP - Free paan, make it Banarasi patti

• * Gujarat - Gutkha unlimited [Gutkha = flavoured masala, eaten raw]

• * TN - Filter coffee in tumbler. You must not replace this tumbler with a cup.

• * Rajasthan - Butter milk in a BIG glass

• * Haryana - Butter milk in a still bigger glass, preferably made of brass

• * Punjab - Washing machine made lassi

• * J&K - Warm Kahwa

• * MP- Pohe with jalebi, wrapped in a dona

• * West Bengal: Just another place to talk. Maybe an adda. 

The list can go on. As you can see, a common strategy does not work across regions in India. That perhaps explains why we have a coalition powered by several parties!