Author: mxmadmin

  • 2022 Priorities for CMOs

     

     

    By Our Staff

     

    In the EY-FICCI report for 2022 which was released with much fanfare on Monday, we found an interesting two-pager on the Priorities for Chief Marketing Officers for the year 2022. The entire EY-FICCI 2022 M&E report is available at https://assets.ey.com/content/dam/ey-sites/ey-com/en_in/topics/media-and-entertainment/2022/ey-ficci-m-and-e-report-tuning-into-consumer.pdf and the content below is on Pages 251 and 252

     

    Zero and first-party data is by far the most important priority for 2022

     

     

    • Most Important amongst marketer priorities for 2022 was creating zero and I irst-party data to enable efficient targeting of consumers, particularly given the challenges posed by cookie-less advertising and data privacy regulations

    :: Suggestion 1: Create a fair value exchange for your consumers

    :: Suggestion 2: Step up interactivity and gamification

     

    • Social Commerce has become an effective way to reduce the time between discovery and conversion and marketers need to understand its nuances and implement social sales channels for their brands at scale

    :: Suggestion 1: Create automatic bot check-outs

    :: Suggestion 2: Maximise role of influencers, tracking their Rol

     

    • Interestingly, many respondents identified effective content (and its ability to build reach and engagement) as a key priority for 2021

    :: Suggestion 1: Make content purposeful and personalised, based not on what people are searching for, but why

    :: Suggestion 2: Challenge yourself to think about the way stories are being presented [voice, video, visual via mobile and social], while keeping the art of storytelling alive [the heart of the message]

     

    Inability to measure ROI continues to be most severe challenge for marketers

     

    • Despite the overload of data generated by digital media, respondents identified measurement of marketing Rol as their number one challenge for 2022

    :: Suggestion 1: Build SMART (specific, measurable, achievable, relevant, time-bound) objectives to justify investments in full-funnel marketing, linked to clear KPls and use evolved attribution models

    :: Suggestion 2: Designate independent, objective owners of the Rol tracking technologies and processes

     

    • The lack of a common metric across TV and digital campaigns has most markets evaluating their campaign performances separately, and this led to concerns on the genuine incremental reach provided by digital to TV campaigns:

    :: Suggestion 1: Invest in modeling that provides directional guidance on investment strategies

    :: Suggestion 2: Build ways to collect deterministic data sets (actual households or individuals associated with an ad exposure) as a reliable way to control frequency

     

    Over 70% of respondents had ad fraud management in their top 3 challenges for 2022; yet the problem of linking adfraud and brand safety to wastage is seen as least severe amongst marketer problems. In there, lies an opportunity that must be addressed by the industry at large

    :: Suggestion 1: Continuously detect and protect against fraudulent traffic; boosting standards of measuring digital effectiveness

    :: Suggestion 2: Certify platforms that can demonstrate a proven ability to prevent fraud

  • Vedantu ropes in Nikhil Rungta as Chief Growth Officer

    By Our Staff

     

    Nikhil Rungta
    Nikhil Rungta

    Vedantu, the online tutoring platform, has announced the appointment of Nikhil Rungta as Chief Growth Officer. Rungta will be responsible for scaling and driving growth across all business units, directly reporting to Vamsi Krishna, CEO & Co-Founder. His mandate will include brand, social and digital marketing, strategic partnerships, PR and YouTube.

     

    Said Vamsi Krishna, CEO & Co-Founder, Vedantu said: “As we look towards creating impact at scale, Nikhil’s extensive background and skills will spearhead growth for our various business verticals. Nikhil is an industry veteran and adept at consumer tech & start-up space solving complex and real time business challenges. We believe his high leadership background is the kind of expertise we need in Vedantu to succeed in all spheres. I welcome Nikhil to team Vedantu and look forward to work with him.”

     

  • Havas Worldwide creates TVC for Dabur Vita

    By Our Staff

     

    Dabur, the Ayurveda healthcare brand, has made its foray into the health food drinks (HFD) category with chocolate flavoured Dabur Vita. A TVC featuring actor Sonu Sood has been conceptualised by Havas Worldwide (Creative) India, which recently won the mandate for Dabur Vita. The task includes Dabur Vita’s mainline and digital communications.

     

    Entering the HFD category is a natural extension for Dabur as it is synonymous with good health and immunity through its various brands including Chyawanprash and Dabur Honey amongst others. Given the added focus of consumers on good health over the past few years, the demand for HFD is only flourishing, leading Dabur to make its foray in the category by coming up with a new product that promises a superior formulation with enhanced immunity benefits.

     

    Prashant Agarwal, Marketing Head- Health Supplements, Dabur India Ltd, said: “We are excited to partner with Havas Creative Group India. The health supplement category is exploding with untapped potential. We at Dabur India Limited have formulated this unique product, Dabur Vita. With a unique formulation Dabur Vita brings the benefits of Ayurveda in a tasty chocolaty drink which has been hugely liked by kids in a consumer research. It is tested to significantly increase the activity of the known protein – TNF Alfa which helps boost kid’s immunity thus making Dabur Vita India’s Immunity Expert. To introduce our newest offering in the health supplement space we have been working with Havas Creative Group India to create some effective and meaningful work for brand Dabur Vita. We are confident about building a powerful brand narrative through Havas Creative Group India in the months to come.”

     

    Added Ravinder Siwach, Executive Director and National Creative Director, Havas Worldwide (Creative) India: “We are excited to launch and be instrumental in growing the Dabur Vita brand by partnering them to make an impactful debut in what is a highly competitive market. We’re looking forward to making Dabur Vita a household name, and cement it in the hearts and minds of consumers through impactful and engaging storytelling. This TVC talks about Dabur Vita not just being another HFD but one that helps build immunity in children. Parents who choose Dabur Vita can be rest assured that they are giving their child a complete health drink. Sonu Sood’s presence further enhances the product’s efficacy promise as his image is wholesome and reliable.”

     

  • My11Circle unveils new campaign

    By Our Staff

     

    Games24x7, the online skill gaming company, has unveiled a new campaign for its fantasy platform My11Circle featuring cricket icons like Sourav Ganguly and VVS Laxman and emerging talent Shubman Gill and Ruturaj Gaikwad. The 14-film ad campaign is designed and created by The Script Room.

     

    Speaking on the launch of the campaign, Saroj Panigrahi, Vice President, My11Circle said: “My11Circle has emerged to be one of the top fantasy sports platforms in India witnessing 100 percent growth in user base last year. This is a testimony of our commitment to provide intuitive and personalised gaming experience to the players and rewarding their skill and passion for the game.”

     

    Added Ayyappan Raj, Co-Founder, The Script Room: “It has been a great experience working with the My11Circle team again, and co-creating an interesting campaign for the IPL. We came up with the thought ‘My11Circle is offering the biggest prize, now everything else will look small’. And we wrote a bunch of interesting scripts – keeping in mind the duration of the films, the celebrity time and executional constraints. With fantastic direction and international quality VFX, Achowe and the team at Chalk & Cheese made the idea come alive brilliantly. We’re very happy with the way the campaign has come about, and we are positive that it will be well received.”

     

     

  • ABP & Cadbury return with songs from Bengal in campaign

    By Our Staff

     

    The ABP Group’s ABP One division has announced the second season of Cadbury Mishti Shere Shrishti 2022. This time eight fusion songs have been created combining a popular Bengali song with another popular folk song of Bengal. All songs are presented as duet songs. Like Cadbury and the traditional ‘mishti’ of Bengal has blended together to create a unique concept of Codbury Mishti, smilarly a perfect mix of music and songs has been created this year with Codbury Gaane Mishti Jugalbandi.

     

    Over the years renowned and popular sweetmeat/mithai brands of the state have been associated with Cadbury Mishi Shera Shrishti. They have come up with innovative ‘mishtis’ in the theme of the campaign. This season they are creating mishtis basis the theme of the songs. The popular songs which has been

     

    The six-week programme will have a locality-based music and mishti quiz called Gomme Bhora Mishti Para quiz at select neighbourhoods (or paras). It will conclude in the third week of April 2022.

     

  • FoodFood channel to go live on free DTH service

    By Our Staff

     

    Sanjeev Kapoor
    Sanjeev Kapoor

    FoodFood, the 24X7 food and lifestyle channel that started over a decade ago by celebrity chef Sanjeev Kapoor, is all set to go live on the Free-to-Air (FTA) DTH service, DD Free Dish.

     

    Speaking on the development, Kapoor said: “FoodFood has always been at the forefront of breaking barriers in the industry as the first 24×7 food lifestyle programming and now again being the first to reach rural audiences. I firmly believe that food is a universal language that breaks all barriers of cultures, races, and borders. With FoodFood, I want to reach as many people as possible looking for relevant content on food to make taste buds tantalized and possibly their lives brighter.”

     

  • Ageas Federal Life Insurance recreates ‘young Sachin’ in new campaign

    By Our Staff

     

    Ageas Federal Life Insurance announced the launch of its #FutureFearless brand campaign primarily targeted at parents. The brand campaign portrays a perspective to #FutureFearless, told through the lens of Ageas Federal’s Brand Ambassador, Sachin Tendulkar. The #FutureFearless campaign was conceptualised and created in partnership with VMLY&R India.

     

    Speaking on the importance of the campaign, Karthik Raman, Chief Marketing Officer and Head – Products, Ageas Federal Life Insurance said: “Our Brand Ambassador, Sachin Tendulkar is the perfect embodiment of being #FutureFearless. Un-deterred by any hurdles that life threw at him, he persevered with determination to achieve his dreams and build his future. Our aim through this campaign, is to use Sachin’s example to encourage parents to wisely plan for their children’s future. We are going through uncertain times but with financial discipline and timely investment in life insurance, parents can help fulfil the fearless dreams of their children.”

     

    Commenting on the campaign, Mukund Olety, Chief Creative Officer, VMLY&R India said, “It’s amazing what we can do with technology. We can tell stories that could have never been told before. We wanted an inspiring figure to convince parents to overcome their fears with better financial planning from Ageas Federal Life Insurance, and who better than our protagonist – the 11-year-old Sachin. While we knew this was something we could achieve using technologies such as DeepFake AI, unfortunately for us, we didn’t have any pre-existing videos of Sachin as a child. Instead of letting that stop us, we found our way through custom tech innovations.”

     

  • International Art Machine signs Karishma Naina Sharma

    By Our Staff

     

    Global entertainment studio International Art Machine, helmed by former Amazon Studios president Roy Price, has signed film and television executive Karishma Naina Sharma to head international television.

     

    Said Price: “Karishma is a world class executive with a talent for story and strong talent relationships. We look forward to having her spearhead efforts from Mumbai.”

     

    Added Sharma: “To be a part of a truly international studio, headed by an innovator like Roy Price whose vision has carved out a legacy of award-winning shows and cutting-edge technology is both exciting and invigorating. Our visions are aligned in recognizing that content is key and nurturing story tellers and story makers across the globe is at the very core of what we aim to cultivate at International Art Machine. I look forward to the journey ahead. I look forward to absorbing India’s myriad of talent and I look very much forward to curating a brand for International Art Machine that carry’s powerful, entertaining stories across borders that prove to be high in quality, innovative, relevant and commercially viable.”

     

  • Das ka Dum with Dr Bhaskar Das | We are still in March and it’s so hot already. And Goafest is scheduled for May 5-7. Your comments on the timing of the event?

    Bhaskar DasIf April wasn’t bad enough, early May in Goa can be cruel. And that’s when Goafest 2022 has been scheduled. It was supposed to happen a month earlier, but the uncertainties caused by the Third/Omicron Wave perhaps led to the postponement. So we asked Dr Bhaskar Das a question on the timing for the March 24 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. We are still in March and it’s so hot already. And Goafest is scheduled for May 5-7. Your comments on the timing of the event?

     

    A. Yes, it’s exceptionally hot in Mumbai itself in March. Goa wouldn’t be very different in May. But summer time is supposed to be hot, isn’t it? What else did you expect? Global warming seems to have worsened the weather everywhere.

     

    Coming to Goafest, I would say nothing can dampen its spirit, as its happening after two years and the industry, especially the young professionals (young at heart also) are keen to participate in the Indian Cannes equivalent event.

     

    In any case, the programme will happen inside a hotel. So, a heat wave outside won’t be a dampener. And the outside heat, however, can be managed with cold drinks (this is not a surrogacy comment).

     

  • Sanjeev Kotnala: The Kashmir Files – Shaken and stirred

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    ‘The Kashmir File’ has taken off like a movement of silent protests. It is clearly an unheard, unread, muted, censured history of modern India- which many stakeholders collectively prevented the masses from knowing. Its existence has been denied. Termed a planned voluntary exodus instead of the genocide it was. ‘The Kashmir Files’ is the truth that was more trampled than any other truth in the country. A country running with its own unique concept of biased secularism that most don’t understand or subscribe to.

    Some films must be made, and some must be watched. Some are made late, and a few find celluloid expression early enough. But, it does not change the reality.

    Go watch The Kashmir Files in case you have not watched it. Be shaken and stirred emotionally and mentally with the ruthless massacre that led to the so-called exodus of Kashmiri Pandits from their own land.

    We should hang heads in shame as we never saw the reality. As we did know nothing and did nothing. Maybe we are not capable of doing anything. The Kashmir file shows you one of the incidences in Indian current geopolitical history, where the majority turned minority and had to flee their land. Hindus have fled in most cases of such atrocities.

    Don’t worry if this article does not read like a typical film review. Kashmir Files is not an average film. It is better experienced than appreciated through a few words in an article. And I am happy to see that it is tough to get the tickets during the weekend for the movie.

     

    DID IT REALLY HAPPEN?

    It was a question few people raised after the movie, and many are still unwilling to see the reality.

    1990, I was 27 years old, living in the capital, and trust me, there was nothing in the media. So, it is natural for people to question. People have heard stories in bits and pieces, just like they would hear about a natural calamity. No government then and later did much to bring the facts to life or address the issue of Kashmiri Pandits.

    It is absolutely genuine to ask, how is that possible?

    When a mere breaking of a wall, stopping a train, and arrest of a student leader make international news. How did this genocide not make the news? How come the centre, the state, and the citizen remained immune to it.

    The centre and the state full of involved stakeholders stooped the news, and the citizens remained immune to a truth they did not know.

    Not raised in the movie, but here I ask, what was the role of the combined opposition. The combined opposition of that time must answer what stopped them from initiating an action to make the Government act.

     

    THE KASHMIR FILES- TRUTH THAT SEEMED A LIE

    When you hear Krishna (Darshan Kumaar) in ‘The Kashmir Files’, say, “Kashmir ka sach Itna sach hai ki jooth hi lagta hai”,  it sinks in. It never came out as the Government, and the media worked in tandem. Turning a blind eye to the massacre.

    As I grew up, I heard more from my Kashmir friends and people in the position to know. My Kashmiri friends and their family tell me that after 32 years, The Kashmir Files is as honest as it can be. However, it still projects a watered-down version of reality. And, I have every reason to believe.

     

    HISTORY CAN REPEAT ITSELF.

    How will you react if you are forced with an option of ‘Raliv, Galiv yaa Tchaliv’, i.e. convert into Islam, die or leave Kashmir? That was what Kashmiri Pandits were told, and to top it, they were asked to leave without their women!

    I don’t have an answer on What I would do or How would I behave. Maybe I will be as scared and flee. Maybe, I will fight. However, when I look at the changing situation, demographics and the ever-volatile love-hate relationship in many parts of the nation, I have no doubt that such incidents will not be re-enacted at many more places.

    Unless voices like Kashmiri Pandits are given justice. Unless the country does not wait but takes preventive action. Unless every one of us feels ashamed of the past and get prepared for the future. Unless, unless, unless… And this Unless is so worrying.

     

    THE KASHMIR FILES- BE READY TO BE SHAKEN.

    The dramatisation is an art. Kashmir files need it for storytelling to transport you to ground zero and make you feel the reality, pain, emotions, and torture.

    It may be tough to differentiate the absolute truth from the picturised fact. The reality may be between or beyond the polarities.

    Even the best of the warning did not prepare me for the movie. And I silently wept in shame. No, there were hardly any tears.

    You must take the courage to face what you have been negating. Watch it to support The Kashmir Files.

     

    YES, THE SCENES UPSET YOU

    Some scenes in The Kashmir Files have been talked about more than others.

    Sharda Pandit (Bhasha Sumbli) eats rice soaked in her husband’s blood to save her father-in-law, Pushker Nath Pandit (Anupam Kher), and her sons.

    The re-enacting of the 2003 Nadimarg massacre where more than 20 Kashmiri Pandits were killed. The cruel area commander leaves Pushker Nath Pandit alive so that there is someone to tell what happened.

    The speech of the professor interested in keeping a different narrative alive for her own agenda.

    However, many more scenes will shatter the emotional shield of the most hardened. People find them repulsive as their immunised framework does not have benchmarks to comprehend such a possibility, a reality like it.

     

    DON’T HOLD BACK.

    If you have a tiny bit of emotions for co-citizens and understand what you see on the screen, it may not be possible to hold back your feelings. And you should not hold back; it is a wake-up call for justice to Kashmir Pandits and maybe a precursor to the future.

     

    STAR PERFORMANCES.

    Anupam Kher is a star performer, and here, he had the additional emotional base to go beyond. Maybe it has given him the opportunity and the emotional strength to deliver a role of many lifetimes. As Pushker Nath Pandit, he is as good as you can get.

    Pallavi Joshi is brilliant, and she makes you hate her character, which is the reward for an actor. One must talk about one specific shot. Towards the end, when Pallavi Joshi’s ever hopeful knowing smile slowly dissipates before the reality unfolds before her, you are again presented with the capability of this underrated and underutilised actress.

    Darshan Kumaar is good. Mithun Chakraborty is nice. There are so many brilliant performances, and it is tough to say; they are acting.

    Not to forget Chinmay Mandlekar, who delivers a perfect layered performance as Bitta. His performance needs to be watched for its vignettes and the layered changes. He is pivotal to the whole story as the central villain.

    The main villain, in my view, the fovernment and the interested state political stakeholders, get away with minimal framing.

     

    THANK YOU, VIVEK, FOR KASHMIR FILES.

    Vivek Ranjan Agnihotri has managed to do what others couldn’t do in the past 32 years. The effort is praiseworthy, and the passion and dedication are clearly reflected.

    Thank you from all of us, who may not be Kashmiri pandits but fellow Indians who now feel the pain. And I think I will finally watch your other film- The Tashkent Files.

    And, it makes you understand how come after Article 370 is abolished, statehood is given– there is no reverse movement. The scars are deep and brutal to heal. The mistrust is high, and frankly, when things have been allowed to go on for far too long- one can’t blame the Kashmir Pandits.

    The film does not open old wounds; it just makes the nation acknowledge its role in the genocide. Why did no one act when families after families of lakhs of Kashmiri Hindus were being killed in Kashmir? It may even lead to a lot of hate generation and mistrust among communities, but that is a cost the nation may have to pay for not acting on time.

    NET-NET.

    The movie has delivered what the production team may have wanted from it. And it is getting high recognition and appreciation. Word of mouth is strong about the film, and the increased screens reflect its success. It has brought alive a chapter that many of us did not know existed.

    I want all of us, including the minorities, to watch it once. Support this movie and do not watch the pirated version.

     

    NOTE: This is not against a community- majority or minority. It is about the angst of Kashmiri Pandits and the misguided section leading the Genocide. It is a wake-up call for the government not to remain silent and proactively prevent such things from happening in the future. And yes, to ensure that the Kashmiri Pandits get the justice they deserve.

     

    Sanjeev Kotnala is a senior business strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal.

     

  • Shruti Pushkarna: Does literature exclude or misrepresent children with disabilities?

    Shruti PushkarnaBy Shruti Pushkarna

     

    In the past, I have talked about disability representation in films, television and news media. If I look back to my childhood, I was most influenced by the books I read. Apart from entertaining, the fictional characters from comics and novels colored my thoughts and behaviour. At times I tried to emulate their traits, imagining myself as part of the plot.

     

    My first and perhaps only memory of a character with disability is Klara from the novel Heidi. She was a wealthy but lonely and frail girl who is assumed to be invalid because she cannot walk. In the end, she is miraculously cured, stands up and starts walking. Somewhere it may have reinforced a medical definition of disability in children’s minds, the idea that Klara wasn’t normal and she had o be made whole and healthy again.

     

    Often discourses on disability inclusion emphasize on the need to sensitize children from an early age. One of the understated advantages of inclusive education is peer acceptance and normalizing the differences in a commonly inhabited environment.

     

    According to a UNICEF report, there are around 240 million children with disabilities globally, which means, one in ten children live with disability. As per Census 2011, out of the 26.8 million persons with disabilities, 2.04 million are children with disabilities. And 75% of them don’t attend schools.

     

    They are physically absent. Children’s books with disabled characters as protagonists can generate empathy in young readers, who otherwise have little exposure and understanding of disability.

     

    I spoke with Aniruddha Sen Gupta, a writer and creator of the Fundoo #4 series, curious as to why he chose to make one of his characters hearing impaired. Aniruddha enjoyed writing from an early age but pursued the interest seriously once he moved from Delhi to Goa. He believes that creative content needs to be inclusive. The medium needs to be the message, and inclusivity needs to be built into the storyline itself.

     

    When and how did you start writing books for children?

    The first Fundoo #4 book, Mystery of MindNet came out in 2008 and the second one, Lake of Betrayal came out in 2012. But the books weren’t the first things that happened with these characters. We created these characters for an educational CD ROM with Eklavya Education Foundation on the subject of measurements. They wanted to create stuff which was cross discipline, like in Maths or Physics, and measurement seemed like something that crosses different subject areas. So, we created these characters then, at that time Mani wasn’t conceived to be hearing impaired. Later we started using them for different kinds of projects, the books also came out of that. There was some talk with Cartoon Network also, because we were conceiving Fundoo #4 as a multimedia franchise of sorts.

     

    What was your initial tryst with disability? How did you get sensitised towards it?

    Salil Chaturvedi (friend and colleague who is a paraplegic) is the main factor in my understanding of it. We are very close friends, almost like brothers. Most of my understanding comes from interacting with him, and also from working with disability organizations. My mother was almost deaf in one ear for most of her life, it’s been there in my life but I never thought along those lines.

     

    At what point did Mani become a character with disability?

    When I wrote the books. We thought let’s have one of the characters with some form of disability, and deafness worked well because we could use it in different ways. The character copes with it and uses the disability as a strength. For example, Mani has the ability to read conversations across a room, that’s the kind of secret ability which helps them in solving mysteries.

     

    How would you define Mani, who is he?

    Mani is a lot like me. He likes to have a good time, he uses humour in dealing with the world in many ways. The only difference is that I don’t have a hearing impairment. That is just one element of it. I am not able to deal with certain kinds of everyday issues. If something involves going to an office, I usually get my wife to do it. That characteristic of mine is sort of a limitation. I see Mani in the same light. He can’t hear, that’s it. His mind is not any different just because he can’t hear. He is a bright kid.

     

    And how did you come about choosing deafness as his disability?

    Sign language is almost like a code, you use certain things which no one else around you will know. That’s another aspect of Mani’s superpower, all four of them can talk to each other without people knowing what they are saying to each other. When the book was launched, we went to schools for events (promotions) and we had a few routine exercises as part of the book event. One of these activities was to introduce kids to the concept of sign language. We would show them some basic signs, Indian Sign Language alphabets et cetera. At the end of the event we would get them to applause like deaf people. The students and teachers both appreciated this exercise.

     

    In your book, the disabled character and his friends are referred to as ‘misfits’ and ‘fellow outcasts’. The terminology has an ableist ring to it, and that’s probably how the average reader perceives them. What are your views on the portrayal of disability in literature, in terms of stereotypes?

    There are two things to this, one is of course, however we may think about it, the fact is that society looks at them in a certain way. So just to reflect the reality of a situation, it’s good to bring that in. Through the course of the book, through the course of what happens to the kids, how they do things, you realise they are not misfits. They are not outcasts, in fact they are probably gifted. It develops a different sort of empathy in the readers for the kids, in the sense that you understand that these words don’t mean what you think they mean. They are words which are thrust upon people for no reason and people have their own abilities and ways of doing things. Various people are disabled in various ways, it doesn’t have to be necessarily a physical or a mental disability. There are things that you can do and things you can’t. And that’s the case here also. And that’s what we are saying through the books, disability doesn’t have to be looked at differently. A person with disability doesn’t have to be discriminated against, based on that.

     

    Usually disabled characters are used to generate fear, pathos, hatred et cetera. In trying to depict disability with a fresh perspective, you are up against all such (mis)representations. Was it challenging to beat that image? How has the response been?

    One of the problems I feel in terms of a book about the subject or with characters who are disabled, often they tend to become preachy. I feel to get the message across, the storyline and the characters have to be compelling. That’s what you notice about the Harry Potter books as well. The plot is gripping and all other social messaging becomes apparent later. Children’s books which preach too much won’t work. I tried to keep the setting such so that the kids will relate to it easily, like adventure and mystery. And then bring the issues as a secondary layer. The reactions in schools were positive, with kids talking about someone they know of being disabled at the end of the sessions. I felt that maybe a lightbulb had gone off in their heads.

     

    Literature is said to be an agent of change, capable of influencing attitudes and behaviour. What is the kind of impact you think books and other media can have?

    My view is that the first area of impact needs to be in the minds of people who are not disabled. That’s what the books or other forms of media that we are working on, can do. There are several other factors in terms of including people with disabilities in education or employment. It helps to create a picture that prevents people from discriminating. That’s where our main focus is. To make sure people who are not exposed to disability, get an understanding of what it is and how you bring people with disabilities into the mainstream. Just changing mindsets more than anything else.

     

  • Ikea launches new campaign

    By Our Staff

     

    Ikea has launched a new integrated campaign in India with the tagline “everyday situations, everyday solutions.” The campaign highlights Ikea’s expertise in providing affordable and sustainable home furnishing solutions basis various needs of one’s life at home, especially when many people have tight budgets.

     

    Commenting on the campaign, Kavitha Rao, Country Commercial Manager, Ikea India, said: “We are always passionate about life at home and our home furnishing solutions focus on creating a better everyday throughout the year. This is the time of the year with a flurry of important activities – be it completing our tax calculations on time for the financial year or supporting our children during their exams. It is also the time when money is tight but there are even greater demands at home. It is in this context that our everyday low price and multi-functional products are a great way to meet the many requirements at your home.”