Strange case of Priya Krishna

Priya is an unusual name for a boy, but this one is named after his mother. At 25, his declared wealth is, hold your breath, Rs 770 crore. He can’t drive, but owns swanky Mercs, Audis and Mitsubishis (we don’t know exactly how many, but it’s a big stable). He studied at a modest Vidya Mandira-kind of school. And he dabbles in politics.

Priya Krishna, son of Layout Krishnappa, would be a challenge to marketing wizards who believe this city’s moneybags look and behave a particular way. The wizards are convinced the affluent young professional swigs beer at the pubs, catches the latest Bollywood films at the multiplex, and devours the English dailies. Well, not Priya Krishna, or his equally rich peers in the real estate business.

Priya has quietly developed 10 townships. His friends say he is developing 10 more. He doesn't go near the pubs. His parents force him to go out and watch the occasional film, which he does reluctantly. He doesn’t hit the hot spots with his girlfriends (and here’s something we heard: Deve Gowda, leader of a rival party, is trying to give his granddaughter in marriage to him).

Where do you fit this guy into your media plan? And what of his friends? Bangalore's real estate lords read the Kannada papers, are fascinated by the crime shows on TV, and catch all the gory Darshan potboilers. Their Telugu-speaking counterparts would rather watch a Ram Charan Teja blockbuster than Love Aaj Kal. You can’t sell them your kind of fashion. They love politics and take their fashion cues from politicians, wearing “white and white” (white shirt and white trousers), and completing the get-up with white-coloured sandals.

You can’t sell chic accessories to them: they will only wear thick gold necklaces, bracelets, and rings. They love the Scorpio and the Swift Diesel, and will make a "big-ticket" purchase only when bitten by the itch to show off a little more. Their idea of a night out is to drive in a convoy, phone a starlet over to a resort, and discuss a movie project.

The marketplace has a logic laypeople hardly understand, but I often wonder. Are marketers within media going after people who look affluent but who, in truth, are in danger of being visited by the credit card recovery agent? Are they trying to please jobless riff raff masquerading as celebs? Are they giving away precious media space to shameless freeloaders?