I cleared security at the New Delhi airport, pulled out my phone, and messaged my colleague, “Where are you? Have you reached the airport?” a few seconds later my phone lit up ” I just reached security,” came the answer. “See you soon,” I replied.
I decided to wait instead of heading to the boarding gate. A minute or two later, there was still no sign of her. I was bored, so I walked over to an interesting Montblanc pop-up counter and chatted with a gentleman called Nikhil Sharma, who was manning the stall, looking quite lonely, as people rushed past his counter towards their boarding gate.
It was a great spot for visibility (high footfall and a funnel through which every passenger had to pass) but a poor one for engagement (because people were resolutely heading to their boarding gate or the loo!). A reminder to me as a communications professional that attention and engagement are two completely different metrics of success. It’s possible to go after both, but it’s good to know which one is a priority.
Since I had time to engage with Nikhil, I asked him what this counter was about. He explained it was an art installation by Hakim Idriss commissioned by Montblanc where the canvas is cabin trolleys. Each individual piece tells a story but it all comes together as one larger artwork as a tribute to India’s diversity.
I then spotted a postbox, which had some lovely postcards. 
Turns out that I could send a postcard to someone – I sent one to my lovely wife Deepa. To write the message, Nikhil gave me a beautiful (you guessed correctly, Montblanc ink pen).
When I asked if they had anything for sale at the counter, he told me that there was a Montblanc store just a little further, down if I wanted to buy anything. I thanked him and left with a mental note to myself to find the two Montblanc pens that I had hidden in some cupboard at home and start using them.
Visibility for the brand as well as engagement without being pushy or salesy made for a good experience. All reminders to me that location matters and objectives of a communications plan need to be clear. The key however is to ensure that the brand experience is aligned with brand values.
Connecting this to the world of coaching. The lesson could be “Keep it simple and stay true to who you are.” This is what my work as a coach is all about, alignment of the inner me and outer journey that I am on. Be present, pause, reflect, and ask questions with curiosity and answers will emerge.
This brief interlude that punctuated my busy day, on a morning-evening dash, created the opportunity for me to pause and smile and remember a loved one. If you are passing through the Delhi airport and this pop-up is still around, do pop by and send someone you love a postcard. Stay visible and engaged with those that matter to you.
I may not have bought a Montblanc because of this experience, but I certainly bought into the brand and what it stands for. A high-quality experience – elegant, classy, thoughtful, and one that hopefully will bring a smile to my wife’s face when she gets my postcard.
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