Planners in advertising embark upon all sorts of quests to uncover the truths about our audiences, learning about people through data and focus groups— eXploring, as we call it at Y&R. But rarely do they attempt something as ambitious as a recent Y&R project: seven days of literal exploration in Myanmar, a country that’s a mystery to the outside world. Through the pains of early British colonization and decades of military rule, today’s Myanmar is finally emerging from isolation. We wanted to understand this wildcard of a country—and potential new market. Rather than researching from a distance, we explored the country. The result is a new VML, Y&R, VICE Media collaboration: an adventurous, groundbreaking new feature called “7 Days Out.” The collaboration was the brainchild of VML Singapore planning director, Rahul Chawra. Vice Media sent VML Planner Siddharth Seth to Yangon, the cultural capital of Myanmar, where he immersed himself for seven days in its culture and uncovered unexpected and inspiring insights. In “The New Faces of Yangon” Seth met with modern day artists, spiritual leaders, business innovators, and trailblazers like Thazin Nyut Aung from the female rap group Y.A.K. Read more and watch the feature produced with VICE Media here: http://bit.ly/2cEzSWe

1. Myanmar I April 2016

2. The following report is the synopsis of
the maiden weeklong journey into
Yangon, Myanmar as a part of the 7
Days Out project. It is an attempt to
uncover the truth hidden beneath the
hustle-bustle of everyday life, in a nation
still coming to terms with its first civilian
government since 1962. It is also an
effort to unlock meaningful
opportunities for businesses and the
people of Myanmar as they go about
dealing with this new reality.

3. THE 5 TENSITY POINTS
DRIVING MYANMAR

4. 1. RELIGION
INWARD ~ OUTWARD
Despite years of junta rule and oppression,
religion has managed to maintain its
stronghold over the people of Myanmar. As
the society opens up to the world now,
there is an interesting mix of people
upholding their traditional religious beliefs
while embracing a modern lifestyle. They
constantly look inwards for the answers
without giving up on what the outside world
has started to offer.

5. “It is a custom for boys to enter monkhood
at the age of 20. It is a period that parents
eagerly look forward to and something that
fills them with pride.”
- Daw Pyin Nyar Mala, 45
Runs a monastery for nuns

6. “Modern day technology and the use of
social media by some of the younger
monks should not be frowned upon. It
should be accepted as a reality of life.
What is important is that one knows where
to draw the line.
There is nothing wrong in watching Korean
dramas. But one should know to not follow
them blindly.”
- U Nan Di Ya, 50
Monk of 27 years

7. Opportunities for marketers
Embrace and reflect the religious
values of the society in your DNA

8. SHARE. DON’T EXPLORE.
Opportunity #1
While the temptation to exploit
religious codes and rituals is huge,
the real opportunity is for brands to
internalize them and make it a part
of their core.

9. APPEAL TO THE SELF
Opportunity #2
In a society that believes in looking
inwards for answers, marketers can
take an approach that goes beyond
the frills of the external and appeal
to the inner essence.

10. HELP SPREAD THE INFLUENCE
Opportunity #3
Brands can help by celebrating and
enabling the spread of good by
empowering the ones who live up to
the values.

11. 2.
GENDER
MATRIARCHAL NORMS
~ PATRIARCHAL
REALITYThere is little that remains of the traditional matriarchal
society except in the form of certain customs and
practices. The equation has tilted more in favor of the
men leading to repression of women in the last few
decades. However, the recent times are seeing a shift
where the balance between the genders is being
restored. Women today enjoy far more freedom and a
sense of equality. What remains is having the freedom
to choose one’s role in society even if it doesn’t line
up.

12. “To this day we have no family surnames in
Burma and a woman keeps her own name
after marriage.
Because of our family system, there are
nearly always cousins or sisters or aunts or
other relatives who live in the household.
This means that there is always someone
in the family to take care of the children
and the mother is free to have a job or
profession outside the home. The children,
meanwhile, are taught at an early age to
help in the house and in their mother's work
outside. You will, for example, often find a
girl of seven or eight sitting with her mother
in a shop, learning how to sell the goods or
helping out during a busy time.”
- Daw Mya Sien
theatlantic.com/archives/wom
en of burma

13. “Even today, there are several women who
willingly and happily give up their careers
after marriage to take care of the family
and raise their children.”
- Ma Su Su Wai, 43
Ex National lever cyclist,
Gold winner at SEA
Games

14. “While there is greater freedom for women
today, I wish women had the freedom of
choice to do what role they want to play.
I don’t drink beer that much but when I feel
like drinking, I don’t want to listen to
anyone about how much I should drink or if
I should drink or not.”
- Thazin Nyut Aung, 30
Rapper (Y.A.K)

15. Help restore the social balance and
look beyond traditional role
definitions
Opportunities for marketers

16. BRING BACK EQUALITY
Opportunity #1
Marketers can play a role by
empowering the transformation
towards a more balanced role
definition.

17. THE HOMEMAKING MAN
Opportunity #2
Amongst the men, there are many
who believe in a more balanced social
dynamic between the two genders.
Such stories can become precedents
for modern social structure.

18. EXPLORE WOMANHOOD BEYOND STEREOTYPES
Opportunity #3
There are more aspects to women
than the traditional home-maker and
the modern multi-tasker. Brands can
assist the cause by bringing alive the
various other unspoken facets to
womanhood.

19. 3. ACTIONS AND
OUTCOMES
SELF BELIEF ~
FATALISMThere are many who have challenged the status-quo
during difficult times. They are the ones who have
relentlessly pursued their passion despite all odds.
Even with things being much better after the recent
changes in the political scenario, they haven’t stopped
or slowed down with their efforts. However, their
concern is limited to their actions irrespective of the
outcomes. After a point, the element of fate kicks in
and outcomes are surrendered into the hands of
powers beyond their control.

20. Even during the height of the Junta rule, he
did not find a reason to sit quietly and be a
bystander. In fact, it was motivation for him
to load his art with indirect and subliminal
messages in an effort to mobilize people.
- (Name withheld)

21. “When we started, people would call me
names. They would call me ‘psycho’. I used to
sing traditional Burmese songs but I tried over
and over again and finally we got a rap group
together.
My dream, however, would be to some day go
to the US and, if possible, watch my idols
Snow Tha Product perform in Mexico.”
- Triple A, 30
Rapper (Y.A.K)

22. Enable the transition from actions to
outcomes
Opportunities for marketers

23. CELEBRATE THE HEROES
Opportunity #1
There are countless accounts of
relentless pursuits in the severest of
odds. Brands can celebrate these
heroes for the contributions they
have made.

24. FACILITATE THE CHANGE
Opportunity #2
Marketers can play a dual role –
directly facilitating people and efforts
to bring change and helping build the
culture of transformation amongst the
citizens.

25. EXTEND SELF BELIEF TO OUTCOME
Opportunity #3
Marketers can help people dream
once again by helping convert the
dreams of a few into reality.

26. 4. MODERNITY
TRADITION HOLDS YOU BACK ~
TRADITION MOVES YOU FORWARD
While there is a whole generation that is rushing to
adopt the new, there are many who find these as
superficial, addictive and wasteful distractions eroding
people’s minds. There are many who worry that this
blind adoption endangers some of the good that has
been a part of the society – old heritage structures,
religious practices, human interaction over tea, living
with fewer desires, etc. There is also a worry that real
change for the better is still far off.

27. “I don’t want Yangon to be concrete jungle
with sky scrapers and modern buildings. I
want to keep it simple with historic buildings
and monuments. In social life, I don’t like
some technological progress. For example,
when we meet at the tea shop, we don’t talk
much and spend our times using Facebook. I
don’t like it. But it doesn’t mean I want to
change it as it’s their rights. I don’t want to be
big changes in ancient cities like Bagan and
Pwin-Oo-Lwin and I don’t want much
development. I want to keep the colonial
building as same as before. I want to maintain
every monument as it was.”
- Ye Ngwe So, 30
Founder of No U-Turn &
Jamit Magazine

28. “I used to have 40-50 employees quit at
regular intervals without saying a word and
I could never understand why. When I
finally realized that they need a bit more
security with their job, I reworked on my
contracts and employment benefits so that
they can feel empowered.
I also gave them a career plan for 5 years,
post which, they could start their own
business”
- Htet Myet Oo, 26
Founder, Rangoon Tea House

29. A local telecom company Ooredoo has
recently launched a new campaign
targeting the social network adopting youth
of Myanmar
What makes this interesting is ‘Phalan
Phalan’ – a traditional Burmese phrase
used to describe hyperactive teenagers

30. Bringing the best of Myanmar forward
so that brands not only have an
opportunity but a responsibility to help
society
Opportunities for marketers

31. BE IN FOR THE LONG HAUL
Opportunity #1
There are enough opportunities to
earn short term wins as everything
new is being accepted as good.
However, marketers should try to
look at building a long-term success
story by bringing in change for well-
intentioned people.

32. CELEBRATE THE TRADITIONS
Opportunity #2
Not by invoking nostalgia but by
taking traditions that are right and
innovating in order to create modern,
meaningful relationships.

33. RING IN THE NEW
Opportunity #3
There are areas where the old is in
fact, holding the society back. It could
be hygiene habits or belief systems.
Brands should challenge these areas
sufficiently to motivate people to want
to shake off these shackles.

34. 5. A NEW NATION
REVOLUTION ~ EVOLUTION
There is a lot of optimism in the air with the new government
taking charge of the nation. However, despite the optimism,
people are realistic in their expectations from the new
regime. While there is hope, people are also practical and
believe that real transformation takes time. While they expect
a lot from the government, they believe that change is not
just the agenda of the government; it needs to be initiated by
the people themselves in their own little ways as well.

35. “I have been watching the change in Myanmar
and I am hopeful that the new government will
actually make all those changes. The level of
cleanliness is something that is changing
already. Even the police are now helping
people instead of harassing them.
However, the government still has to do a lot
in the field of education as we are miles away
from where we should be.”
- Moe Satt, 33
Visual artist

36. “Although a lot of responsibility falls on the
new government, the responsibility of
change also lies with the people.
People should stop spitting betel nut on the
streets, they should obey traffic rules and
feel like a part of this new time in the
country.”
- May Brawni Zaw, 24
- Pyuthor Sow, 26
Media professionals

37. Driving transformation with purpose
Opportunities for marketers

38. DEFINING THE WAY
Opportunity #1
There is a role for brands to help people
cope with the changing Myanmar.
Our job shouldn’t be limited to showing
the way, but also help in adopting a
better way.

39. BE THE CATALYST
Opportunity #2
For many, this change also comes
with a blankness of what to do next.
Brands can empower people by
enlightening them about the various
essentials of life like education and
human rights.

40. EVOLVE IN ANTICIPATION
Opportunity #3
While Myanmar is still a new country
in many ways, the speed of change is
something marketers need to
anticipate.