---
author: "Eric Priezkalns"
published: "2008-01-08T15:05:02+00:00"
modified: "2015-02-17T16:03:25+00:00"
title: "Subex: Anything But Ordinary…"
permalink: "https://commsrisk.com/subex-anything-but-ordinary/"
---

# Subex: Anything But Ordinary…

Imagine a television advert featuring kids from around the world. They climb trees, rip up books, jump into water and swing on… swings. Some words flash up to describe the different kids: careful, impatient, logical, creative. Is it public relations for Unicef? Is it a new video from Michael Jackson? Is it a fund-raising pitch for Save the Children? Is it a promo for the adoption agency used by Madonna and Angelina Jolie? Nope, it is brand awareness for a company that sells software to make telcos work, or at least to help telcos not screw up as often. Obvious, really. Take a look…

<object height="355" width="425"><param name="movie" value="http://www.youtube.com/v/0rIliiCfyj4&rel=1"></param><param name="wmode" value="transparent"></param><embed height="355" src="http://www.youtube.com/v/0rIliiCfyj4&rel=1" type="application/x-shockwave-flash" width="425" wmode="transparent"></embed></object>

I am looking forward to the sequel, which will feature a cast of thousands performing an elaborate and colorful song and dance sequence filmed in a single take on the steps of Subex’s [new headquarters](http://www.subexworld.com/pdf/New_Campus_press_release.pdf).

Yup, Subex are refusing to be ordinary. Just telling people that you hack code for telcos and work in a big office off the ring road round Bangalore, that would be ordinary. Luckily we have a [press release](http://www.subexworld.com/pdf/CC.pdf) to explain what the advert is telling us. It tells us to excel and lead by refusing to be safe and ordinary, and using situationally appropriate approaches to reach your goal. A bit like how a seven year old turns into a super hero by putting on his underpants outside his trousers. And what was the point again? Communicating the secret of Subex’s success, of course. Everyone clear?