We’re No. 2.
Do we try harder?

What’s common between the No. 2 car rental company in the 1960s and the No. 2 test cricket team in 2008?

They’re both No. 2. Apart from that, not much.

While Avis, America’s No. 2 car rental company, came to terms with its rank, India, the world’s No. 2 test nation, isn’t quite there yet.

When Avis cracked its brilliant ad campaign in the 60s, it first faced facts: it was No.2, not No.1. And to be No.1, it must first consolidate as No.2.

Meanwhile, after India’s first ever test win at Perth, it was presumed, somewhat prematurely, that India will soon be No.1. This was constantly communicated by the power brokers of Indian cricket. Nowhere was it mentioned how India would be No. 1, it was just assumed. Possibly because when you’re climbing, after No.2 it’s No.1. No negative thoughts of shaky ground that can make No. 2 slide.

Avis made no bones about their No. 2 ranking, and saw a big-time opportunity in it: a cult advertising idea was born: We’re No.2. We try harder.

And try harder they did. It was the little things like, “cleaner ashtrays” and “shorter queues” they harped on about. Stuff that struck a chord. Better still, they stuck to their promises. And that’s how they delivered. They became a stronger, more credible No.2. And even threatened the No. 1 car rental company, Hertz.

Today, while India retains its No. 2 ranking, it plays more like No. 3 or 4 on most days. In the last series in South Africa, form and a 1-0 lead was squandered. Ultimately, India lost that series 2-1. Appears India’s surprise at winning their first ever test there overwhelmed this bunch of underachievers. Against a rudderless Pakistani side, India at home, barely managed a test series win.

Is team India just a motley crew of the most gifted cricketers assembled together– the Soviet Union of cricket?

When Avis started its “we’re No. 2” ad pilgrimage, it ensured every employee across the United States was on the same page. For India, having one team on the same book is a tall order. Then what must it be like to have three teams play under two different captains?

So, what can the Indian test learn from Avis’ “We’re No. 2. We try harder” campaign

1. Accept the truth: you are not close to No. 1 yet
2. To become No. 1, you first have to be a potent No. 2.
3. To be a potent No. 2, you have to be a world-beater –that is, do more things right than wrong – i.e. win more than you lose.
4. Accept graciously that you’re just about No. 2 today – one good session for South Africa on the 3rd day, and they might have been No. 2. And one session is not enough to separate two teams.
5. Is it possible there is not a team worthy of being No. 2? Instead there are two No. 3 teams.
6. The opposition is not within the team, it is the opposing team.
7. Introspect, ask questions. If ad legend, Bill Bernbach had not asked the folks at Avis any questions, there would never have been any answers.
8. Innovate. Do not copy Australia. Just like Avis did not ape Hertz. Find your own way to beat the best.
9. Every little counts. From “clean ashtrays” and “shorter queues” in the Avis way – to better fitness, improved fielding, running between wickets and overall attitude.
10. Respect the customer – i.e. respect the cricket fan, they make you possible.
11. Try harder.

And an aside, not from the Avis school of thought, but from the Indian cricket school:

Respect your seniors. One day you may play as a senior too. Never know what happens, when you try harder. Ask Saurav Ganguly.