Revamp. Reboot. Relaunch.

In the year 2019, the Cellphone Industry has experienced some unconventional resurrections.

People were delighted to see the newest version of the Nokia 3310; it was the same time when LG decided to bring back its iconic Moto RAZR. The new Moto RAZR has all the elements of a great smartphone; compact design, dual-screen, and brilliant camera.

But this is not about the greatness of any phone. It's solely about the LACK OF NEW IDEAS or LACK OF GOOD IDEAS, precisely.

Today, the biggest challenge that any industry, irrespective of the domain they operate into, is facing is that of NEWNESS. Most of the products/ services are nothing but old wine in a new bottle.

Be it movie industry where reboots have instilled optimism into directors and producers, or for that matter, an automobile industry, where marketers are too bullish with the relaunch of Baleno and Santro. One would argue that these relaunches/ reboots aim to satisfy customers' need. But in reality, they look too familiar with an evident 'touchup.'

Is this an era of 'Idea-bankruptcy'? Cannot we think NEW?

I believe we are too scared of new. We feel that 'invention is outdated and revamp is relevant.' An invention needs a lot of hard work and patience. But revamp needs just a good strategy. Or it is safe to relaunch than to invent? 'To be on the safe side' is the new normal and resonates across marketing corridor. It seems the phenomenon: Idea-bankruptcy has crippled our minds.

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