People sometimes ask me what I do. So I tell them I handle Public Relations for an IT company and I teach journalism at a few media schools in Pune. I get a polite “oh really?” Then I say that apart from these two jobs, I also handle Public Relations for an online luxury lingerie store. Then the “oh really?” becomes “Oh REALLY?”
I get funny looks, sly smiles and winks. Have I just uttered something rather risqué?
“Cool job, buddy!” is what this friend in the media told me when she heard what I did. I mean (according to her) what could be more exciting than a job at a lingerie store?
Another friend even said, “Just think about it. When you aren’t working, you can look at those pictures.” He reminded me of Hema Malini in Sholay, telling a young Sachin that he should take the job at the beedi factory, because whenever he wanted a break, he could always light up!
A third friend who, till recently worked with an indexes firm in Singapore met me the other day and announced “I like your job.” I don’t know whether he meant he liked my job or he’d like my job! Either way…if only he knew!!
When we launched this online luxury lingerie store last year we dished out gift certificates to the media as part of the promotions and even my boss couldn’t help ribbing me about the fact that I must be the only man in the world handing out gift certificates for free lingerie to women!
Heck, here’s a bit of cold water on all those racy thoughts. In a nutshell, it’s just another job and a boring one at that. There aren’t any models in exotic lingerie lounging around, and nor are there photo shoots with them in various stages of dress and undress. And the women who work here are all clad in business suits! Even the graphic designer who works on the images of lingerie-clad women does it almost like he’s filing his tax returns.
I once asked my wife, who works with a bakery chain, whether she enjoyed taking a bite of all the different delicacies there, and her answer surprised me: “I don’t even feel like touching them.” Then, I wondered why!
Actually the one good thing this job has done, is that it has given guys a better perspective of what women (and men too) like when it comes to luxury lingerie! Yup! Surprisingly, a lot of buyers at the site are men and they are the ones who ask a lot of questions, not the women.
But what was really an eye-opener was my first visit with brochures of the portal, to a journalist in a magazine in Delhi, just before the launch. When she pulled the brochure out of its cover, there was this embarrassing silence, which was broken by a rapid push, thrust and tearing motion. When I realised it had ripped, I offered her another brochure, but she fled. I am still wondering what she got so worked up about. I wasn’t pushing Playboy or Hustler.
Of course, there were others who did not want to even discuss the subject. I was even told that they don’t publish “such stuff.” What stuff? And this from a publication, which many, many years ago (when morality and permissiveness where still scrambling to get out of the closet) announced an amorous politician’s demise with this heading “H***Y MLA KILLED.”
The last word on this must go to my wife, who put the entire issue in perspective quite succinctly – “So, basically you’re just promoting different brands of innerwear.” Uhh… luxury lingerie sounds so much better, doesn’t it?