MxMIndia

Author: Sanjeev Kotnala

  • For, the format can even help the employees bond and help the organisation identify the candidates with expiry dates, writes Sanjeev Kotnala

    Sanjeev Kotnala: HR, how about a Bigg Boss offsite?!

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI have been an ardent believer and follower of the Bigg Boss concept and reality show. The effect may wane as the degree of innovations and craziness drop or spike. I may be watching fewer episodes and not interested in the participants. But, I will remain interested in the interplay and interaction, the passion and the efforts, the rivalries and the friendship and much more.

    I and my dear friend and mentor- Vermajee and I discussed Bigg Boss over a few glasses of Laphroaig in our three-cube style. Bigg Boss is one show that reflects life in its complete duality. The ups and downs would beat the most volatile stock market. We saw merit in the show and a concept that slowly took shape. A corporate offsite concept with a change. I write and share the idea for two reasons. One, to let people know we were the pioneer thinkers and two, to act as implementers or consultants to the corporations who may want to try it out this winter.

     

    Bigg Boss retreat

    The retreat idea is flexible and highly adaptive. It works on the minimalistic concept of treating the participants with luxury. It is amendable to a villa in Lonavala or Goa, a cottage resort in Mukhteshwar, a cruise or even a farmhouse.

    One can select representatives through nomination or audition across the organisation or a specific department.

    The duration could be a week – i.e. Sunday to next Saturday (7 units of time) or 3 days (12 units of time) when the 6 hours is treated as one unit of time. It can be directed to solve issues and problems, ideation, innovation or be real fun.

    Camera units are limited.

    There is no access to the external world- TV, Radio, newspapers, Social media.

    Access to a laptop that can only log in to the intranet.

    Real-life issues and problems are presented to teams and individuals, along with fun tasks to keep them going.

    The inside gang of participants can opt-in any person from the organisation.

    And they all wear the same defined uniform for equality.

     

    Rest Of the Organisation

    The rest of the organisation watches the webcast on the in-house intranet without permission to record or forward any part of the process. The organisation, through e-voting, decides who leaves the retreat.

    A start-up can go public with the show- making the brand name get all the mileage.

    Though it is inspired by the real Bigg Boss, it is not Bigg Boss.

     

    Bigg Boss Recruitment Retreat

    We look forward to some corporate entity using this as a format (asking us to define and execute) to recruit the best candidate from a pool. Get all the candidates during the winter vacation and put them through a 7-day process. Watch them interact and make friends and enemies. Approach, plan and execute tasks. The interplay dynamics. The chaos of living together. Meeting deadlines and celebrating or taking in failure. The process may follow the ‘Selection Through Rejection’ approach, as the internal team watches and rejects a person’s candidature at a fixed interval. In the end, you get the pre-checked gems for organisation culture, knowledge, leadership, thought process, mental and physical strength and emotional quotients.

     

    Rules

    Bigg Boss is an ever-evolving format that allows for tinkering as the janata wants. The thing remains that the winner does not participate in another season but can be a consultant- is that not a very corporate thing to do. There can be single- multiple, no eviction or whatever the Bigg Boss likes. There is Dil, Dimage, aur Dum– part of everything a business would need. I can see such diversity, inclusivity, sensitivity and approach to the possibilities that it is nightmarish to attempt to describe them. The best is: rules are meant to be broken,

     

    Net-net

    I firmly continue to believe in goodness and learning while watching Bigg Boss. My observations across seasons could be a book someday.

    The format has so much HR in it. Business schools just gloss over interpersonal skills, negotiation, approach, attitude and groupism. It is an inspiration for crafting an apt corporate result-oriented offsite. It can even help the employees bond and help the organisation identify the candidates with expiry dates.

     

  • If signals are read carefully and correctly, they can help predict the future, writes Sanjeev Kotnala reviewing the book Signals by Dr Pippa Malmgren

    To understand the Economy & Markets, start by reading Signals

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaSignals are something we all are comfortable with. They are not new to us. We often read the well-established signals right, though there is always an element of doubt and error. Growing up and working in advertising and marketing was all about picking the right signals. Hence, my first reaction to the book Signals by Dr Pippa Malmgren, which was not even on my radar, was like Signals, what is there to know about them?!

     

    I had not heard of the book, first published in 2016. And the loss was entirely mine. The book was strongly recommended in one of the WhatsApp groups in the discussion – if the Indian situation has worsened. Economics has been my weakest subject. I gave up on trying to differentiate between the thinking of great economists and understanding the curves. So, Signals seemed interesting and something that could help.

     

    Market And Economics and Signals

    I am a brand and marketing person, and I was not looking for any in-depth theoretical framework. However, my conviction on the basic understanding and existence of signals in every corner of the globe and every element of society was further strengthened.

    If signals are read carefully and correctly, they can help predict the future or at least help you take evasive action on time. What is true of economics is valid for the market and marketers. After all, the market is a part of economics.

    Remember, economics is not actually about numbers. (it makes me happy to read such a statement). Economics is about human behaviour, too (my territory). Numbers are merely a way of expressing human behaviour, though they are perhaps the least engaging way to observe economic signals. Simple events and things we can easily observe are much more compelling.’ I wish someone would have initiated me with this kind of introduction to economics, not the thick book with all sorts of curves and equations. And the same could apply to marketing- something I love.

     

    Iterative Drag

    I read Signals carefully. But, towards the end, I had to force myself to concentrate. The reason was two-fold. One, I got the point well in advance and think it was unnecessarily over-emphasised. The framework did not need that level of pushing. Secondly, the author rightly introduced geopolitical reasoning and signals as an essential part of the reading, but that was not for me. Eleven chapters and 334 pages were too many for the topic.

     

    A Wide Spectrum of Examples

    The book does make some points about what and why of the current situation and the stance taken at the government level. How much of the human behaviour (in economics) is really just another response-stimuli thing. It is all about hope and fear, the stretched social contract, and geopolitical ambitions. At the end of reading the book, nothing much would surprise you because by then, you would have visited a world where seemingly insignificant signals could define and direct you to a reading of the future.

     

    No Right Solution Even When The Right Questions Are Asked

    Finally, it did make the point it has been labouring to make. There is no easy solution. There is no right or wrong way to read, understand, predict, or suggest. And that one does not need to be an expert to pick and read the signals, see and make decisions and then hope few of them turn out right. And then, you cannot escape trying to see things differently, which you should do anyway. I started questioning what it meant to the local economy when the Sai Baba Trust at Shirdi stopped every kind of offering? What does it mean when the Shahpur area’s new logistic spaces come up, and more furniture shops open? I hope I remain this new, enlightened, curious soul.

     

    Past Is No Solution and Future Unpredictable

    The author says: “I have tried to weave together a picture of the world economy, connecting seemingly unrelated and even contradictory pieces of information that actually come together to form patterns. There are endless, easily observable signals that illuminate these patterns on the landscape of the world economy. One need not be an economist or an expert on algorithms to detect and discuss them. In fact, a little common sense might be a welcome addition to the usual conversation about economics.” And we all can just agree to it.

    However, I do not share his optimism. Dr Malmgren writes: ‘It is my hope that by learning to interpret the signals, we can all, at the very least, become more flexible, more attuned to the dynamic nature of the world economy. With this knowledge, we can then pursue the best personal vision that hubris and fear of nemesis will permit. In this way, the world economy of tomorrow will progress regardless of the damage it has caused in the past.” It is not that the signals were not there or were not interpreted or wrongly interpreted. They were there. They will always be around. People observed and made their own decisions and recommendations. In the past, if we have been wrong, neither does it mean we will again be wrong, nor does it mean that we would have learnt the lessons and will be right.

     

    Keep Reading The Signals, Be It Economics or Marketing

    Dr Pippa Malmgren says, “By raising awareness of the signals that we see every day, we can be empowered to make our own judgements and thereby better decisions about how to manage our economic life. No one has a monopoly on truth, nor is there a crystal ball that empowers anyone person or school of thought to predict the future with certainty. Instead, the world economy moves forward, or backwards, based on a multitude of decisions, whether made by famous policymakers or by anonymous individuals.”

    People in advertising and marketing can read that again, replacing economics with marketing. And suddenly, I am more alive to the cacophony of otherwise silent signals around me.

     

    Something You Always Knew

    There is a lot of space devoted to central banks and its role. This part sums it up beautifully, again telling you that some signals must be checked and read in context.

    ‘The central bank is also an institution of justice given that it has the ability to change the balance of power between the lenders and the creditors, between savers and speculators, between the state and the citizens. The decision to inflate is not just a technical economic decision; it is a political and social justice decision.‘ The author spends time with multiple examples from the past, the fight between inflation and deflation, the salt-water and Fresh-water thinkers, the perfect circle, and the impact of such decisions.

     

    Aside

    Dr Pippa Malmgren also gives an example of Exhibition Road, South Kensington London, to make a point that how the removal of every signage can (and does) lead to accident rate collapse, as the pedestrian and the drivers – all become hypersensitive to the surrounding.

     

    Net-net

    Towards the end, the author makes a statement: “… I hope I have imbued the thread of economics with some colours. Because economics is not grey nor boring. If anything, it is shocking neon that flashes warning all the time”. There is no denying that the author succeeded in it. I can only say that one could replace economics with marketing, and it still makes sense. And yes, the author has successfully shown neon colours in economics.

     

    If you are not really into economics as a subject, this book – SIGNALS by Dr Pippa Malmgren – is an interesting read. Read it. It makes sense of many things one did not understand or glossed over. As expected, there are no solutions, suggestions, or recommendations other than proactive innovations. The book focuses on the need to pay more attention to everyday signals around us to understand the cause-reaction nexus. Mmaine Signal Dekha Na Tuney Signal Dekha, Toh Confusion Ho Gay Araba Raba.

    I quote the author for the last time- and this is the book’s essence: ‘… there is no need to rely on the words of an expert. Instead, I ask that you open your eyes and ask yourself what you see. You can and should observe for yourself the signals that the world economy is sending. Then you can make your own decisions and choose what to do about such signals based on your own risk-taking capabilities and skill.’

    However (again quoting to finish): ‘Interpreting signals is a daunting task. Signals often conflict. Some are important, and others are merely noise. Signals can be overwhelming. Once you start to look for them. Oscar Wild got it right when he said that nowadays there is so little useless information.’

    Happy Signal-watching, interpretation, and decision-making. Na Maine Signal Dekha Na Usne Signal Dekha, Toh Confusion Ho Gay Araba Raba. Toh Blame Game Suru ho Gaya raba raba. 

    Final Warning, Signals or No Signals. 

    Try to imagine at least six impossible things before breakfast every day because the impossible is what inevitability happens.

     

    Signals: How Everyday Signs Can Help US Navigate the World’s Turbulent Economy

    By Dr Philippa Malmgren

    Pages 334

    Rs 725 (Amazon, paperback). Rs 346.92 (Kindle)

     

     

  • The single action command for those wishing to be seen as experts with minimalistic efforts: Don't even attempt it!

    Sanjeev Kotnala: This Dassera, Kill the Fake Expert

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery day is and can be Dassera day- when good wins over evil. The day internalisation and acceptance of our mask of being an expert is realised. A day when we can agree that there is no need for us to be expert on everything under the sun. So, this Dassera, I ask you to kill the newest Ravan in the town- the desire to be the expert on everything.

    A post by dear friend Ramki on Twitter (currently known as X) triggered the thought. The post read, “Did you know that it is not mandatory to be an expert on every issue in the world from Article 370 to Zionism. It’s even less mandatory that you share freely of your expertise.”

    People are hyperactive on social media platforms and intensely desire to be seen as an expert. They participate and contribute by posting polarised points of view across groups and forums. There are heated exchanges many times, leading to walkouts and boycotts. It crushes Brand-i, and more inputs are thrown to control the damage.

    Before we proceed further, let me unconditionally accept I am not an expert and definitely not on the subject I am writing about. This article is for people who want to be seen as an expert with minimalistic efforts. The single action command for them should be – Don’t even attempt it!

     

    Not possible to be an Expert on every subject

    We are humans and have our boundaries of accessibility, availability, affordability, adaptability, and absorbability of information. There is so much time and no more. You cannot experience everything first-hand, you can’t do everything, you can’t read everything, and you cannot have a basic knowledge of everything. Forget being an expert.

    Just get this straight. You cannot be an expert on Climate Control and the Ukraine-Russia conflict on one day, Cricket and the Israel-HAMAS conflict on another day, and talk about what makes bananas too costly on e-commerce on the third day.

    No, you can also not be a jack of all fields. Forget about being an expert in all or many subjects.

    Know the boundaries. The physical limits of efforts and time. Understand what you know and, more importantly, know what you don’t know. Learning more and more will soon help you realise that you know nothing.

    It is Okay. No one will blame you if you don’t know something, even if it is part of your personal or professional life. Even if you are expected to know it. However, it may be essential to be an expert in some subject that is equally relevant, critical and important for others. Then, the opinions and statements get the due importance. It is best if these expert opinions have solid self-experience. However, experiencing something is not a necessary condition for being an expert on the subject.

     

    Rules of Expertise

    Experts have a depth and width of experience and understanding of the subject. More than

    the titles of the chapters, they know and understand the chapters. They know the details and nitty-gritty of the subject and can pinpoint what is critical. Trust me, a lifetime is less to read everything on any topic, and I am not even talking of deep understanding.

    An expert knows it better, is of sound mind and think before you speak. Creating your personal brand and building the desired perceptions is time-consuming.

    However, simple acts of ignorance ( or fake expertise) can destroy it. The more you expose yourself by posting, sharing, and commenting, the higher the chances for people to realise how shallow your fake expertise is. So tread with caution.

     

    Why people try to act like Experts?

    Expertise, is a symbol of superiority. If you keep justifying your expertise, the knowledge spreads thin, and the shallowness becomes apparent. However, despite knowing it, many try to be seen as experts for multiple reasons.

     

    Self-Validation

    It gives a sense of self-validation and recognition as knowledgeable from peers and a social media audience. It boosts self-esteem and confidence, leading to overestimating ability and remaining practically unaware of lack of expertise (Dunning Kruger Effect)

     

    Desire For Influence

    The charm of being heard and making an impact. Fake experts live under a misunderstanding that their posts, blogs, comments, reviews and rejoinders shape opinions.

     

    Fear Of Missing Out (FOMO).

    Fake experts engage in discussion simply to be part of the conversation and give vent to their suppressed point-of-view.

     

    Lack Of Consequences

    Social media provides anonymity of scale. Fake experts use this derived overconfidence to behave in ways they wouldn’t dare to do in a face-to-face interaction. They know there are no immediate consequences for pretending to be an expert.

     

    Social Comparison

    Comparing to others is a known human trait. Fake experts see other experts and tend to imitate them to appear equally knowledgeable.

     

    Low Entry Barriers

    Anyone can share opinions and ideas on social media, regardless of their knowledge and expertise. It is highly accessible and affordable with no restrictions.

     

    Net-Net

    Social media is not just full of fake experts. There are some genuine experts. Social media inputs and information must be evaluated with weightage to the credibility and expertise of the source. Knowing above reasons for fake experts can help navigate social media more effectively and discern between genuine knowledge and baseless claims.

    If you are one of the experts, re-evaluate your position. Re-evaluate your desire and knowledge. Kill the desire to be perceived as an expert on everything under the sun. Choose your subject and dive deep into infinite information and knowledge. Let there be an expert worth following.

     

    Remember- it is Okay not to know. 

    It is always better to hear and read everyone’s input but act independently. 

    ……………………………………..

     

    PostScript

    Dunning-Kruger Effect: A person’s lack of knowledge and skills in a specific area causes them to overestimate their competence. By contrast, it also makes people who excel in a given subject think the task is simple for everyone and underestimate their relative abilities.

     

    Types of Fake Experts:

    Fake experts deploy multiple strategies in their attempt to be seen as an expert. Check them out. It’s okay if they sound like the categorisation could even apply on WhatsApp users.  ( trying to categories these Fake expert shows I am still under the influence of ‘Office-Secrets’ by Harish Bhat.)

     

    Aggregator Unbiased Forwarder (AUF)

    AUF never claims to be an expert. Their life revolves around forwarding gems from social media and sites. They realise no one can read all the content he shares. He further knows that frequent sharing can help him become a perceived expert.

    The deadlier variety of AUF forward information from unreliable sources and present it as their expertise. They rarely deeply understand the subject but rely on regurgitating information found online.

     

    Aggregator Unbiased Curator (AUC)

    Like AUF, AUC crawls the internet to get the latest and sharpest information and forwards after filtering it internally. The person gives credit to the source and love sharing and forwarding contradictory information to add fire to the debate discussion within the group.

     

    Aggregator Biased Curator (ABC).

    ABC has a strong point of view. They only forward information that makes their case stronger. They believe by this overload of skewed information, they can make you think their way. And, if you keep interacting, social media platforms will serve you information of a similar nature, making their task easy.

    Some ABC are biased toward Conspiracy theories, presenting weird (at times plausible) explanations of significant events. They cherry-pick information to support their claims. They are known to selectively quote experts without considering the context.

     

    Reiterating The Spider On The Wall

    The deadliest variety of fake experts. They interact less but engage well. While reposting, they rephrase to sound like an expert. ‘In my overall assessment’, ‘In my considered opinion’ and ‘If you allow me to suggest’ are some of their favourite words.

     

    My Way Only

    Sharper type of Aggregator Biased Curators (ABC). They have unidimensional strong points of view. They genuinely read a lot and know a lot. However, they are corrupted by a strong belief in their own beliefs.

    They will take sides and want people to take sides and their side, to be specific. They seek and believe information confirming their existing beliefs and present it confidently. They are firm in their thinking and, at times, violent in their action.

     

    No One Cares For My Opinion

    A lame expert who won’t say much is slow off the ground. Their opinions are hijacked in conversations. They hesitate and hence are not heard much. However, they continuously complain about no one wanting to listen to their opinion.

     

    Opinion Hijackers.

    They have brilliant timing and a remarkable ability to rephrase other’s opinions to make it sound like something new. They add flavour to the discussion while presenting the hijacked ideas of others.

     

  • Sanjeev Kotnala draws insights from the recently released Listen Up! report in the UK

    Leverage right brain creative elements in radio ads

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaWhy can’t they play some nice music instead of RJ talk and these repetitive silly ads?

     

    We all have complained while playing the radio. The problem has magnified with time. I know people who now carry their favourite music on USBs. On the other hand, advertisers keep complaining about the decreased effectiveness and efficiency of the medium.

     

    Radio stations bank on advertising money. They must balance advertising on radio and entertainment and audience engagement through songs and other programmes. The advertisers have also decreased budgets for creating and running radio commercials, which has driven the returns on a downward spiral.

     

    Radio

    One still believes that radio, with its wide reach and local connections, is a potent medium, only if it can play a lot more music and keep the audience engaged, from switching to other modes and channels. Until it happens, advertisers using the medium must work to enhance the effectiveness of their communication.

    Nothing has changed, and the more we seek changes, the more things remain the same.

    The basics of advertising and advertising on radio do not change. A recent research report published in ‘Listen Up!’ revalidates the thinking.

     

    Listen Up!

    Listen Up! is a publication dedicated to the power of radio advertising. It explores how audio advertising can compete in an ever-evolving media landscape.

    The research report published by Listen Up! points towards ways to create effective radio advertising. It is based on effectiveness and emotional data of 131 spots across 13 categories from over 50K radio listeners. The research looked at broad categories of creative devices appealing to the right and the left brain. The research is UK-based, but I don’t think the results would be any different if it was carried out in India.

    The ads were measured using System1’s ‘Test Your Ad’ platform and Radiocentre’s ‘Radiogauge’ campaign effectiveness measurement service.

    The report findings are not new. A revisit can help advertisers unlock the power of radio advertising and inspire a new generation of memorable, effective radio advertising with enhanced brand recognition and a long-term impact in a visually and screens-dominated world.

     

    System1 and Radioguage – The more people feel, the more they buy

    Feeling or a positive emotional response to an ad is the most crucial element determining its long-term impact on brand growth. System1’s ‘Test Your Ad’ measures the intensity of the advertisement, the key takeaway, words and phrases association, and the reason for the emotion felt.

    Radiocentre’s Radiogauge helps understand the effectiveness of the radio campaigns, compares results against relevant category benchmarks, and access guidance on improving effectiveness through creative development. It compares the differences in ad awareness, brand perceptions, purchase consideration, and claimed response between a sample of commercial radio listeners and a matched sample of non-listeners to commercial radio to understand the impact of the radio activity. The scores are delivered on Radiocentre’s 5i parameters of Involvement, Identity (memorable), Impression ( positivity association), Information and Integration through consistent and recognisable use of voice, music, slogan and/ or catchphrase. It has been coding radio advertisements and campaign data through 23 individual creative characteristics, such as music, voice, humour, etc. – for enhanced understanding. Today, after measuring the effects of over 1,000 UK radio advertising campaigns, it comfortably claims to be the world’s most extensive radio advertising/creative effectiveness database.

     

    Listen Up! The report is directional

    The Listen Up! report and its insights can help advertisers and creative teams refocus on crafting more effective audio ads that emotionally resonate with the listeners, thus creating stronger short-term impact and longer-lasting brand effects.

     

    The SIX key take-outs

    Radio advertising can produce long-term brand effects (help Brand Building) on par with, or greater than TV advertising.

    Audio ads that make listeners feel more positive (or less negative) dramatically change consumer behaviour and deliver longer-lasting brand effects, including brand purchase and use.

    Well-branded (engaging and with strong brand association) radio advertising helps create trust-building.

    Audio ads with more right-brain features have long-term effectiveness.

    Radio is as likely to cause long-lasting effects through an emotional response as TV advertising. Feel-good audio ads make advertising campaigns more famous. They also see high Word-of-Mouth mentions and social sharing.

    Optimised audio advertisements attract attention and form strong memories, increasing short-term effects.

     

    Action Lines

    Incorporate More Right-Brained Creative Features in Radio Ads: Right-brain features (Not only the ‘Buying mode’) make radio ads interesting and enjoyable. Audio advertising that uses features like character, story unfolding, sense of place, and dramatic intimacy creates more positive emotions and attracts the attention of broader audiences, something that is key for lasting brand effects.

    Keep The Listener in Focus: Listeners prefer to know which and what the brand is speaking. To make an advertisement relatable, start with a creative strategy that solves a consumer problem or goal or focuses on consumer insight. Focus on the narrative and branding to stimulate a stronger emotional response whilst limiting excessive details like terms and conditions. It may not be legally possible in some places, but the aim should be to decrease such things.

    Don’t Zig, Zag Zag Zag: Audio ads must be distinctive. They need to sound different from other brands but consistently sound like themselves. Maybe not following the category norm is a way out. Create and consistently follow the brand’s cross-media distinctive style for higher attention and emotional intensity.

    Embrace the Power of Music: Music is an essential part of radio, and it is something that keeps on keeping radio advertising alive and true to the medium. It can help increase engagement and emotional intensity.

    Use melodious music to the pace of the advertisement. Music should not be an afterthought but a critical part of the creative process. Brands with exclusive identifiable melodic audio assets score higher on emotional connect and are known to have long-term impact and memorability. Thus, brands consistent with the cross-medium audio property stand to gain.

    Brand Early and Often: Introducing the brand’s distinctive audio assets early in the ad can help listeners process the wider ad content/message more effortlessly. It can help enhance both short-term and long-term ad effects.

     

    Net-net

    Many people have said ‘radio is a highly visual medium’. Unfortunately, most forget this truth while creating radio/audio advertising.

    Radio advertising can help build brand and brand trust. It can create a long-term impact with enhanced association and involvement with the audience.

    The Listen Up! research reports point towards what one would consider obvious. However, the users of the medium seem to forget it. The difference is that the report identifies the right brain elements that can further enhance the impact.

    In the end, I quote Matt Payton, CEO, Radiocentre: ‘In terms of creative impact, audio-only advertising can be just as effective as audio-visual advertising when the creative content of the ad is executed in an optimal way’. He adds, ‘It’s the perfect time for advertisers to take it on board and harness the true power of sound, engage listeners more deeply, and deliver better brand effects’.

    Maybe brands which integrate and leverage digital data to better plan the creative strategy, developing and implementing radio advertising as per the programme mix, time of the day, programmes and regions will have an extra advantage.

    It is time to relook and focus on the highly visual medium and create brand-associated positive images in the listeners’ minds.

     

    Note: This is my take on the LISTEN UP! Research report shared by System1. You can access the report here.

     

  • Sanjeev Kotnala reviews the recently released book which carries insights from the curious mind of a marketer

    Book Review: Office Secrets by Harish Bhat

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe Office Secrets as a title conjures a different perspective and expectations in mind. But let me start by saying there aren’tany office secrets. They become apparent and obvious in hindsight when Harish Bhat reveals them one by one through his insightful essays in the book ‘Office Secrets – 50 Human Truths You Should Absolutely Know’.

    I don’t read them as Office Secrets. They are insightful observations of the curious mind of a marketer who has spent time deliberating on the business environment, office ecosystem and the people around him.

    In ‘Office Secrets’, Bhat wields an uncompromising, unforgiving pen to categorise people. He is feebly humorous and, at times, pointedly sarcastic. He is sometimes motivating and a helpful guide to navigating professional life. It seems he can observe and classify people in a uni-dimensional world just by observing how they look, sit, speak, contribute or not and even react to cookies or what they serve to the visitors.

     

    Reframing Friends & Colleagues

    Harish has taken the task of unmasking the secrets of the office.

    It is funny how things work. While reading the book, the faces of many colleagues flashed in my mind, and I started categorising them as I read a few chapters based on classifying people by their habits and reactions.

    We all know people are not unidimensional, but thankfully, the master crafter stays away from and spares the readers a possible insightful multi-dimensional categorisation, which he is more than capable of. Otherwise, it would have been tough to think of a cookie grabber who uses long PowerPoint presentations, rarely speaks at a meeting and more.

     

    More Than Mere Categorisation

    Let me be honest: the book has chapters beyond the mere categorisation of people, but the categorisation stands out and hits you where it hurts because, in addition to categorising people, you end up seeing your reflection in some of the descriptions.

    Additionally, Harish Bhat, in the book ‘Office Secrets’ uses the space to introduce you to some of the secret learnings and sources of inspiration. They come from a Horse to Hercule Poirot to making productive use of an unproductive meeting.

     

    Making A Point

    He is harsh on long PowerPoint presentations and presenters. He repeatedly asks for a shorter max of five-slide presentations throughout the book. He writes ( Chapter 10- on ‘Dump The Slides; Add Power To Your Point’)- ‘There is no subject on this planet whose essence cannot be put forward in five good slides, though it takes a lot of thoughtfulness to ensure such brevity”.

     

    Listening

    Harish Bhat rightly promotes gainful, serious listening, asking the right questions, saying NO – where needed, Generosity and Kindness in the office environment. In the chapter ‘Listening: A Vital Managerial Skill’ explains  beautifully in the section ‘Open your Mind”. “Most new ideas emerge from something that is not aligned to existing knowledge. So, the best way to listen is to keep your ears wide open for negative evidence – evidence that says you are wrong – and pay particular attention to why the speaker thinks that way. Don’t begin the process of evaluation until you have heard him/her out fully. An open mind does not guarantee your true enlightenment, but it certainly helps”.

     

    Limiting Digital Devices

    He is all for limiting the use of digital devices and writes (Chapter 11- ‘New Laws of Digital Workplace’)- “I am a strong proponent of Occam’s digital razor, a new-age version of an ag-old philosophy, which states that to live and work happily, you should minimise the number of digital devices you use. Zero is brilliant but rare, one is fine, two is tolerable, three is a noisy crowd and four is a mad stampede”.

     

    Laugh At Self

    As a brand marketer, he does not shy away from mentioning the Titan watch. Happily, he promotes Goa in the footnotes of the articles. As a practice, he writes a self-directed dig or experience at the end of the essay- reiterating the point that we in the corporate world need to be able to smile, if not laugh, at ourselves in a self-evaluative mode. I have written the last sentence in a way Harish Bhat, the author, abhors writing. His book is a far simpler, jargon-less, non-iterative compilation of his watchful observations.

     

    Notebooks Resonate With Me

    I fully endorse the use of pen and paper. One can put a notebook to many uses, including taking notes during a discussion, ideas, solutions, to-do list and many more. Keeping one handy and using it judiciously can positively contribute to life and personal image.

     

    Doodling Re-empathised

    Now, this is interesting not that it required an endorsement, but for ‘Unlocking Rhythms’ in his Chapter on ‘Finding Hot Spots for Ideas”, he writes- I have noticed colleagues who doodle meaninglessly during meetings, perhaps for the same reason, Rhythm appears to unlock the mind”. He further adds in Chapter ‘Taking Note of What Is Said’ and writes. ‘Doodler also carries a core belief that most of what is said in meetings is really a waste of time. So, he keeps himself busy during these discussions by doodling in his notebook. Occasionally, he may lazily scribble a note or two as well, if he hears something that sparks his interest. There is research indicating that doodling opens up your mind during meetings and makes you more creative, so don’t rule this out as a useless pursuit.’

    I am happy Harish can see the science and art behind an almost free-flowing doodling during meetings. I have been an ardent fan and practitioner of the art of doodling in the conference as an act, tool, and device for concentration and note-taking. I am known as a compulsive doodler, and my bosses would question whether I was paying attention if I was not doodling. Read the book ‘Office Secrets’ to learn more about fruitful positive doodling.

     

    Get the Hint

    All 50 essays are brilliant individual read and follow the bell curve. However, the ones that I really like feature towards the end and that helped me with a great aftertaste of reading the book. The ones I refer to are. Chapter-44, ‘Horse Play at Work- Here is what managers can learn from the fascinating world of horses’. Chapter-47, ‘What Should You Do When You Fly- How executives can make the most of their hours in the air’. Chapter-48, ‘New Principles of our office lives- Here are some laws 5hatgovern our modern workplace’. Chapter-49, ‘Taking Notes of What is Said- The six kinds of note-takers you will find at meetings, from the doodler to the digital geek’.

    The best advice is at the end of Chapter 50- he writes the obvious but something we all forget to remember or implement. ‘I think the best way to look good (he is not talking of dressing or grooming) at meetings is to keep your ears and mind open all the time, but to open your mouth only when you have something to contribute’.

     

    Mint Readers Be Forewarned

    All the 50 essays in the book have been earlier published in Mint newspaper – one of the finest financial newspapers in the country under the column titled ‘Tongue-in–cheek’. Now, if you have been a diligent Mint reader and a follower of the column. In that case, this book may not add much to your understanding other than slightly twisting the perspective under which you read it. Titles do have a way to skew our judgement and experience.

    People interested and who can read Hindi may want to read the short, crisp N Raghunatham column ‘Management Funda’ in Dainik Bhaskar- which appears every Wednesday across all editions and draws upon experiences in life.

     

    Office Secrets- Read At Your Own Risk.

    Now, don’t tell me I never warned you. The book has a hidden psychological pattern that nudges you to see things differently. Trust me, the office space, the interactions, and especially the meetings will no longer be the same. They are going to be meaningful and fun in a different way. You would see your colleagues differently. Maybe you will take a side bet on how the person reacts or why the person acts differently. In an updated and contemporary way, Harish Bhat in Office Secrets includes a few chapters dedicated to the perils and advantages of WFH (Working from home) and virtual meetings.

     

    Is there a Gender Bias?

    Oh! I am unsure if it is a gender bias – planned or a sheer oversight. I presume it is the latter. In most places, Harish has remained gender-neutral to humans. He refers to them as ‘Person’. However, in a few places, Harish uses ‘She’ as a pronoun to denote a kind of person. Fortunately, in most such places, he explains the power behind using pronouns. He makes it more gender inequal by praising one gender disproportionally.

     

    Slow warmer and follows the Bell-curve

    Now, this may differ from reader to reader. It depends upon what interests you. To me, the last seven chapters were the best of the 50 chapters. Harish Bhat’s Office Secret is no deviation and follows the bell curve. So, expect you to like more than 90% of the article and raise your eyebrows to 10% for different reasons.

     

    Net-Net

    I have enjoyed reading Harish Bhat’s earlier books like ‘Extreme Love of Coffee’,  ‘TATA Log’, ‘the Curious Marketer’ and ‘Tata Stories’.

    Office Secrets by Harish Bhat is refreshing, like the last pastry of the day. It is as interesting if you read a few chapters at a time and give enough gaps between the readings. It is candid with attempted humour that, at most, brings a smile to the face, if not a hearty laugh. However, a stand-up comedy artist could use the same inputs to make it viral.

    The categorisation of corporate personnel is funny and sharp at the same time; however, it does tend to become monotonous. And, yes, the chapters are not in order, and you can decide to read them in any order or sequence – like the ‘n’ chapter where 1<=n<=50. I would still advise picking them in the order they feature in the book- so that you do not end up reading similar chapters in a series. The author is clear about not understanding Millennials; hence, the readings and observations may not apply to them. I doubt that- they are also humans.

    You can read it as a light reading or be seriously involved to filter out the meaningful advice, and mantras sprinkled all over the book. The choice is yours. I found it interesting, enjoyable, light reading with mined insights and observations served with a dose of Humour. And that too when I officially  turn 60 on September 28, 2023.

     

    Office Secrets; 50 Human Truths You Should Absolutely Know

    Harish Bhat

    Penguin Business.

    Pages: 256 pages

    Price: Rs 399.

     

    Here are some snippets from the book for the interested:

    Generosity Chapter 2- Why Being Generous Is An Essential Trait Of A Great Leader.

    “Generosity is not charity. It is an act of reaching out to our team members or peers and signalling to them how important they are to us. It is an act of kindness that is incredibly motivating to the receiver and equally fulfilling to the giver, and it, thereby, creates even stronger bonding and team spirit within organisation”.

     

    24-Hour Rule. Chapter-4. Six Rules That Marked Working From Home. 

    “That it is very difficult for two people to spend all twenty-four hours together every day, for two years at a stretch. You may be deeply in love with your partner or your spouse and totally inseparable as a couple, but day long observations of their work idiosyncrasies, constant shop talk and general sloppiness can sometimes be too much to handle”.

     

    Balloons And Compliments. Chapter- 6. Have you spotted the Balloon in your office? 

    “Compliments are the helium that fills everyone’s balloons. They elevate the person receiving them so that he or she can fly over life’s troubles and land safely on the other side’.

     

    An Influencer. Chapter8. Why writing makes us happier. 

    “The ability to influence thinking in our specific sphere of work or interest inevitably creates happiness in our mind, even fulfilment. Sometimes, this is also important to our roles. Writing is perhaps the easiest way to develop such thought leadership.”

     

    ‘Limiting work to three hours’ and ‘Choose a Bohemian Location’ in Chapter 29- Conference101- And Ways To Add Some Fun. 

    This is something I would urge the senior team members to consider. He writes, ‘There is a simple basis for this conclusion (Limit Serious Work to Three Hours). If the best of the movies, with all their scintillating actors and emotive appeal, cannot hold our attention for more than three hours at a stretch, do heavy duty speeches and PowerPoint presentations by corporate men and women really have a hope in succeeding beyond this time limit”. He adds further, “The ability to indulge in a relatively harmless but deliciously sinful activity, such as some minor gambling or a visit to cabaret or a massage in a beach shack always adds to the overall appeal of the location. The casinos of Macau or La Vegas, the night spots of Bangkok and Pattaya, the punky street of Rio and the beaches of Goa- take your pick”.

     

    POSTSCRIPT

    Interacting With Office Secrets.

    This is beyond the review I usually do but is definitely inspired by Harish Bhat’s unqualified classification or the human dwellers in the corporate corridors.

    I do not claim to be as observant as Harish Bhat or as good a writer as he is. Having already said that there are no secrets, I am sure these will also be obvious in hindsight despite them being mere conjectures.

    You can look at people and define them the way they interact with the book- Office Secrets.

     

    The Curious Aggregator

    The person will read all the reviews and summaries of the book and then try projecting to be an avid reader. This person moves fast on the subject and has a new book summary to talk about before you get ready after reading ‘Office Secret’. In the office, the person assimilates ideas from discussions and makes up his or her mind early in the project or how it needs to be approached.

     

    The Curious Floater

    He is found in a bookshop beside the best-seller stand, where he would also find this book. He would pick it up because he had heard the name or read the earlier book, which makes the person curious. He will most likely try to make sense of the cover by referring to the back cover blurb- which will help decide whether to buy the book. Such a person in the offices wants to see a document’s objecting page at the start and last impact page. He is impressed by the names of the team on a project rather than the output.

     

    The Curious Reader

    The person would have already read the reviews and a few comments on LinkedIn on the book, including the write-up Harish posted there. Some may have read this review, which would have confused them more than helped to make up their mind. The person would buy the book out of curiosity about what Harish Bhat is up to and will most likely have expectations based on past readings. This person would want to be part of every document and presentation in the office. He will float from meetings to meetings in trying to have an inactive overhand of what is happening in the office.

     

    The Curious Early Bird Reviewer

    The person reads the book and then starts talking about the book in every conversation. Every book or additional information has that limited time-bound value for the person. Usually, they are the readers who pre-order and are the first to read the book. They then flaunt their engagement and are generally positive in their appreciation of the book. One dead giveaway is these people, including learnings from the book and its reference in the next presentation.

     

    The Curious Amplifier

    This person reads a few books but gives them serious reading. In addition to reading the book, the person demonstrates and tries leveraging his reading by carrying the book to all the places. Read it while in transit and in the office. The person would keep it on their worktable or the stacks of books in their workstation. This person may even be tempted to write an e-mail to Harish Bhat sharing inputs on how engaging the book was. Be warned – Office Secrets may not be suitable for this work.

     

    The Curious Silent Performer

    The person quietly orders the book after it has gained some excellent reviews and momentum. They get the book and then seriously engage in reading. The pages are marked, and sentences are underlined for reference. The book, if liked, reaches their library and is recommended for reading in the right environment. These people in office demonstrate their capability to work under constraints of resources by taking on only as much as they can deliver.

     

  • Retirement homes should be a rational decision and not an emotional spur-of-the-moment decision, writes Sanjeev Kotnala

    Sanjeev Kotnala: Living in a Retirement Home should NOT BE a hard choice

    By Sanjeev Kotnala

     

    Sanjeev KotnalaSenior citizens are a growing tribe, a segment that the government and marketers seem to ignore,. A large part of this segment is characterised with decreasing income and increasing responsibilities and hardly any government schemes and support. A part of senior citizens wish to live independently as a choice and not as the last option because of relationship with their kids or lack of anyone to support, assist and take care. They desire and demand a particular standard of living. Their specific wants and needs may differ slightly, but the solutions are limited and almost the same. Senior Age home or the Retirement Homes.

     

    According to a report, there are around 3,600 occupied senior/ retirement homes in 15 projects across the country. Meanwhile, 5,000 units are under development in some 20 new projects. Some of these projects are multi-storied buildings designed with seniors in mind, whereas most seniors prefer single independent units/bungalows/villas (with 50-100 units) as retirement homes.

     

    Independent Senior Age Living

    Senior age living (SAL) is simply living in a community for independent people leading an active life. They are an independent and safe living option to senior citizens. They offer convenient services with senior-friendly design and social activities. Additionally, they are equipped to provide medical support in emergencies or primary healthcare and check-ups.

    There are primarily three types of senior age living:

    Independent Community Living for active, healthy seniors.

    Assisted Living Facilities: designed for seniors who may need assistance with their daily activities but do not require full-time medical care.

    Skilled Nursing Homes – as the name suggests they provides 24/7 medical care and support for seniors with chronic illnesses or disabilities.

     

    Independent Retirement Homes

    Here the focus is on Independent senior age living (ISAL) also called Retirement Homes. They are in demand due to decreased support and interaction between children and aged. And these seniors at some stage graduate from independent living to an assisted living.

    Both private companies and non-profit organisations operate senior-age homes in India. Private Senior age living communities are often upscale offering premium amenities. The non-profit organisations provide more affordable options for those with limited financial resources and wants.

     

    Facilities at Retirement Homes

    Retirement communities have almost all the facilities of a self-contained regular residential apartment complex with added special features to aid seniors and give them freedom from daily household chores.

    The place is designed for senior age. The common features include gentle slopes, anti-skid bath floors, easy-to-reach and operate light switches, grab rails and an emergency response system that can tackle first-aid and minor medical emergencies. Regular medical check-ups and tie-ups with leading hospitals are essential to the infrastructure.

    Additionally, active living with yoga, swimming pool, fitness centres, indoor and outdoor games, and meditation are part of the services. Food can be ordered restaurant-style, fresh and delicious, or customised to special dietary requirements. However, there is no pressure for shopping, planning and cooking- which the senior age home staff takes care of.

    The children and grandchildren are welcome to visit, stay, and interact with their seniors and the extended family of other seniors. Though there are limitations to the number of days they can come and stay at the retirement homes.

     

    Emotional Bonding at Retirement Homes

    Good Retirement Homes have frequent community engagement activities to foster a sense of belonging and purpose among residents. This can never replace a family and bonding with family members. It is a mutual two-way street. One get what one invest in. The bonding is dependent upon the time invested in community and interaction. The bonding is higher where the residents collective takes majority of the decisions about how to run the retirement homes.

     

    Senior Age Home – A Rational Choice

    It is wrong to presume that old age homes are meant for people who have disabilities due to old age. And anyway that is for assisted living. The focus here is Independent Retirement Homes. It is a choice that works for strong-willed seniors making a rational decision not a reaction to lack of support/interaction with the younger generation. Otherwise, they end up missing their families and crying, affecting the whole ecosystem and ambience of the Retirement Home community.

    The priority should always be home, better homes with kids. The basic rule should be, if one can take care of parents, it is better not send them to a Senior Age Home. Old age is childhood revisited; they need attention from their own children rather than outsiders. Senior age home should be is a second or third priority or the last option be it a healthy independent senior or one who requires assistance. However, many healthy individuals/couples make a choice for Retirement Home.

     

    Maybe Retirement Homes Are The Best Decision

    Every senior deserves post-retirement happy days. Retirement homes are one such solution. Don’t chose a retirement home based on websites and catalogues, personally visit and interact with the seniors living there. If it is a new project, do a background check. Take advantage of trial stays. It will help find the retirement home where one can enjoy retirement years, which one rightly deserve.

    A Retirement Home is a good choice if the following Is true.

    :: You are living alone. You and your spouse are the only family members.

    :: The children are not with you; they live far away or in a different country.

    :: There is no one to look after you or to take care during the emergency.

    :: You want to independently live with people of your age group.

    However, if you want to stay in Retirement Homes, don’t postpone the decision. Visit available options, talk to the residents there and get more opinions before deciding.

     

    Find The Right Retirement Home.

    The situation is fluid. There are hardly any benchmarks quality of care, affordability, and rights and dignity of residents. There are no rules and regulations governing Retirement Homes. So, finding a retirement home that will tick all the boxes is tough. The way is to have clear priorities for this mostly a one-time decision. Decide if a library is more important than a swimming pool, Or a movie theatre is important than indoor games. In case you are medically aligned, it is best to check if the hospital the retirement home associates with is within 20 minutes.

    The best part is being surrounded by a like-minded community. Where your friends and neighbours are the same age. However, this healthy, happy independent post-retirement life with emotional support and inter-dependency among like-minded people can be a dampener at times. Remember, the ROI on engagement and involvement, entertainment, and health depends upon one’s inclination to invest in the communities and participate in the events and efforts.

     

    The Cost Of Living In A Senior Age Home.

    Old age homes in India are available at INR 10,000 to INR 30,000 per month at base level and a 100K for places with more luxury, maintenance quality and additional services like laundry, transportation etc.

    There is also a one-time-lumpsum-payment option. However, it still has a very low monthly charges.

    A decent retirement home outskirt of a tier-II city would cost INR 50-75K for single occupancy, and 60-90 K for double occupancy with a deposit of 10-15 Lakh.

    The security deposit is usually refunded after a lock-in period of 6 to 12 months. In some places, only 60% of the deposit is refunded on vacating. One can negotiate the deposit amount and monthly fee, a higher deposit decreases the monthly payment.

    Single payment plans start at INR 75 lakh and go up to INR 2 cr and more. The living space and amenities are guaranteed for life, i.e. till the age of 99 for either or survivor in the case of a couple. Here, the lock-in period is long, and only a small amount or nothing is returned, however one can sell the ownership in the market but the purchases must be approved by the team/society/community governing the Retirement Home.

     

    Cost References

    Antara Senior Living project in Dehradun sells on a lifelong lease model. It charges INR 1.7 crore for a one-bedroom unit and INR 7 crore for a three-bedroom unit with staff accommodation. The lease is renewable by the heirs of the original residents. While they can exit at the market value, the management must approve new buyers.

    Assistant is usually available as per shift at additional cost. Usually, a 24-hour assistant costs 60K, and an 8-hour shift attendant costs around 25K per month. In the case of an outright buy or lease model, nominal housekeeping charges are payable. Whereas in the monthly rental, the charges include everything, and there is a deposit.

    Golden Estate. Faridabad provides trial stay options @3.5-4 K per day for single and double occupancy. A short-term stay costs 1.25 L to 1.5 L for single and double occupancy. It drops to 75-95K when the duration is more than 6 months with a deposit of 20-40 lakhs.

     

    Factors Governing Cost Of Living At The Retirement Home.

    The cost of living in a retirement home varies widely based on a few criteria and the type of facility.

    Location: metro, non-metro, tourist destination and climate.

    Amenities: Meals including in-unit delivery, ala-carte ordering and 24-hour meal service.

    Housekeeping including plumber – electrician on call, concierge service, scheduled transportation to the city, Sanitation and garbage disposal, daily need shop and banking assistance.

    Recreational activities include a Gym, acupressure walk, walking space, Movie theatre, smart TV in the unit and common area, Café and garden and some talk of Jacuzzi and aqua therapy.

    Medical assistance includes regulated nursing with OPD, Ambulance and doctor on call, and some include on-site physiotherapists. Ac vs. Non Ac unit.

    Safety and security include gated entry, 24X7 security guards, local administration and police liaison, CCTV monitoring, emergency control room and response systems, automatic rescue devices in the lift, invertor and electricity backup.

    Size of the unit: studio apartment, one-bedroom or two-bedroom unit

    Type of facility: Independent community living, Assisted Living Facilities designed for seniors who may need assistance with daily activities but they do not require full-time medical care. Skilled Nursing Homes provide 24/7 medical care and support for seniors who are unable or challenged to take care of their daily activities.

    In case of Retirement Homes, simple things become selling points. Things like Skid Resistant Tiles, a Night lamp in the master room, Arthritis friendly fittings, Round wall edges, wheelchair and age-friendly environment and structures, and Grab rails in the bathroom.

     

    Reverse Mortgage An Alternative To Retirement Homes.

    Not yet popular in India. In this case, the property is mortgaged to the bank with reverse EMI. Simply said, the bank pays the owner an EMI till death. After which, the property is transferred to the bank. It is an excellent option for seniors who continue to live in their properties in the current location and are open to not leaving it for the next generation.

     

    Net-Net

    Retirement homes should be a rational decision and not an emotional spur-of-the-moment decision. There are enough options across locations and new ones coming up. One must research and visit different retirement homes, understand their fee structures, and carefully evaluate the financial situation before deciding. Check the years of existence and their expertise in delivering the promise.

    Do not sign any agreement before really reading and understanding the contents. It is important to note the initial and recurring costs. 

    One should consult a financial advisor to plan and determine the type of retirement home facility that suits your needs and budget.

    Consider a future scenario where one may need to graduate from an active individual enjoying retirement age to someone needing assisted living. If time permits, use the trial stay. It will ensure two things. One, it will tell if one is ready for a retirement home stay and if one likes the place (including the food), it can help take a right decision.

    ………………………………………………..

     

    Some Retirement Home Options.

    These are internet researched. Most retirement homes were unwilling to share the cost-structure without personal data and contact details. Most were like apartments for retired people than the retirement home community.

    Coavi care in Coimbatore and services for the elderly at Nerul Gurugram seemed like one real retirement community.

    In assisted living, HELPEE, with properties in Ahmedabad, Bengaluru, Chennai, Coimbatore, Hyderabad, Mumbai and Pune, is a trusted name that emerged in discussions. They also have independent living in Chennai.

    Some other names are Antra. Dehradun. Ashiana Advik. Bhiwadi Rajasthan. They also have properties in Chennai (Ashiana Shubham) and Lavasa-Pune (Ashiana Utsav). Near Gurugram (Ashiana Nirmay), Athulya. Chennai., Covai Care. Coimbatore, Elements. Alapakkam, Near Valasaravakkam, Chennai., Golden Estate. Faridabad. Graceland Foundation. Kochi. Place De Retraite Anandam, Bangalore, Silvergrade, Delhi and Primus Swarna Active Senior Home, Panvel.

     

    PostScript

    MAINTENANCE AND WELFARE OF SENIOR CITIZEN ACT 2007

    The Act asks children and heirs to provide maintenance to senior citizens and/or parents in the form of monthly allowance. Until people become fully aware of it and the kids start caring for their ageing parents more as a responsibility rather than a chore, the senior citizens need to take care of themselves.

     

  • Sanjeev Kotnala says this is the time for purpose-led brands and companies to share what has been achieved on promises made

    We need more sustainability reports like Apple’s

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIt was a regular weekend evening meeting with my dear friend and consultant, Mr Vermajee. The point of discussion was the recent ‘Apple-Mother Nature status report’ film that excited both of us. A lot has been said about the films. Like any good communication, it has given rise to polarised reactions.

     

    Apple Mother Nature Status Report 2023

    It is a dramatic status report on the Apple 2020 promise to be completely carbon neutral by 2030. Apple then promised to innovate and work through materials, clean energy, low-carbon shipping, and restoring natural ecosystems- to ensure it meets the deadline.

    Mother Nature (played by Octavia Spenser) needs a status report from Apple’s environmental team. As in every other such status report meeting, the news needs to be good and in alignment with 2030 targets. The advertisement also features Tim Cook.

     

    Powerful Commitment & Confidence

    I love the frame where Mother Nature has a faceoff with Tim Cook, who holds the stare because of his commitment and confidence to deliver on the promise. Cook and his team provide logical and good news on every aspect Mother Nature scrutinises.

    It is aptly demonstrated that Apple takes its sustainability and carbon neutrality promise seriously. The status report results reiterate the promise with a sense of well-deserved pride.

    The boardroom setting, the nervousness, and the evaluative tension are well-crafted and build up naturally.

     

    Saying a Lot

    Undoubtedly, the brand had to prioritise the actions to communicate, and there would have been many more fighting for attention. One understands that the brand, in the case of many rare earth elements, completely uses recycled material.

     

    Engaging Audience even with dry cold Facts & Figures

    I find the ad as powerful as the Think Differently ad. It is a tricky subject that has been well-handled with soft touches. It has the potential to impact the brand image massively. The brand linkages are solid and present throughout the film. The film presents Apple’s first completely carbon-neutral product: the Apple Watch.

    A very cut-and-dry factual corporate data has been presented in a very watchable way.

    It is engaging and involves the viewer. There is an apparent honesty while detailing the actions taken by the brand. The film adds to the already strong brand values and trust. And that is what a film should do.

     

    Be ready for more Reports

    Like every iconic good film, it will give birth to many more status report ads by corporates in different formats and treatments. They are much needed in a market full of purpose-led statements, promises and communications with the least of references, responsibility, and accountability in delivering on the same.

     

    No News is Not Always Good News

    In the Indian context, I don’t remember a brand trying to reach the masses with status reports on sustainability promises or any such purpose. The data, if there, remains hidden or needs to be inferred from statements on their websites or annual reports. Even Tata Tea or Ariel fail on this parameter.

    The figures are shared in presentations, which are more about media success in terms of impact and impressions than real change at the ground level. And such reports and facts are presented in the annual reports much away from the glare of public attention.

     

    Net-Net

    One believes this is the time for purpose-led brands and companies to willingly present not just a scorecard but also share what has been done and achieved on sustainability claims and promises it has made. How impactful have been the campaigns that have won them the awards.

     

    Meanwhile, Apple bites a second time

    Apple’s ‘HAPPY BIRTHDAY’ film fades before the Mother Nature film. However, as a standalone communication, it would tick most boxes, impacting the brand’s trust and preference scores.

    I like the way the film has been crafted.

    The film takes you on a ride. It is all about happy birthdays. When the audience joins in the overall cheerful mood, the brand shares its product role in saving lives proactiveness and by timely sharing of information. How it has made these Happy Birthdays happen.

    Apple always had style in communicating its advantages. The thematic brand films make so much sense, engagingly delivering the message. Watch the films Escape from Office‘, ‘The Greatest- Accessibility’, ‘Apple at Work’ and ‘Your Data is being sold- fake auction’. The ‘Happy Birthday’ is miles ahead in content, context and relatability.

     

     

  • Sanjeev Kotnala crosses his fingers fingers as he waits for the next communication from Kalyan Jewellers

    Kalyan Jewellers scores on I-Day. What next?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe whole atmosphere during Independence Day is of sales in the market and a surging patriotic feeling. At every moment, the citizens are prompted to respect the people working on the border, to buy Indian-made goods, to speak of India’s achievements and so on. It is also when the brands leverage the associated emotions, strumming the emotional chords. Some make a ruckus, and few make an uncluttered, nurtured sweet melody. It is always a subject which can go wrong. This year, Kalyan Jewellers did touch the hearts full of patriotic tsunami around Independence Day with their simple film with a twist at the end.

     

    The whole nation on the day celebrates its freedom. The masses salute the Tiranga, and stories and songs of velour and bravery are on the loudspeaker. The nationalistic feeling has found new exponential heights with the ‘Har Ghar Tiranga’ campaign.

     

    Kalyan Jewellers released its film, which, not to any surprise, opened up on the marriage ceremony. Quite a few jewellery designs were displayed before the news comes in. There is a call from headquarters, and the person has to join immediately. The message is not sent to the person but is relayed like the old-time radio transistors. Jokes apart, you see the person carrying the ironed uniform apologising that the call of duty has to be respected. And then, as the person leaves, you realise you have been tricked. And in fact, you have allowed yourself to be nudged into being tricked.

     

    The Kalyan Jewellers hint at honouring the strength, grace, and resilience of our brave men and women who shine brighter than their finest jewels. There is no other specific action, call for action or anything else. You feel good. Your heart, surging with the waves of patriotic emotions, feels justified and calmness returns. You forward the file. For others to see and learn. You think you have done your good deed of the day. And for a moment, if you are in the market for gold/diamond buying, you subconsciously make an appointment with the Kalyan Jewellers shop you have seen in the city.

     

    As for the grand, the film works. Independence Day is over; the film presence in digital slowly starts dropping in intensity, and you realise that you have been tricked thrice over. Once you watched the film the first time, once when you forwarded it to share it on social media and now when the brand moves on. Maybe it is not the end, and perhaps we will see many different situations featuring many more professions and empowered women defining a new audience subset.

     

    I hope I am proven wrong. And Kalyan Jewellers does not stop just at this film or communication. I hope they take the thought further. They now have a solid franchise of networked jeweller shops nationwide and have grown out of the Gold- and gold-making charges ads featuring AB. These ads like Subh Muhurat, Muhurat Jewellery, reaching 200 Shop milestone,  True Emotion, or Bridal Collection have served their purpose. Maybe Kalyan Jewellers will leverage the aura and personality of Big B in a better frame. Maybe. And I keep my fingers crossed as I wait for the next communication from Kalyan Jewellers.

    They definitely hit this one for six.

    Hope I am proven wrong.

     

     

     

  • The mere thought of change raises more questions and increases uncertainty about the future, writes Sanjeev Kotnala

    Bharat versus India. Names are choices you make

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIf only life was so simple. Name change used to be just a personal choice, a simple affidavit supported by a 5×1 ad in classified. It was never meant to be a gamechanger! How much has life really changed?

     

    The media starts fuelling rumours while undertaking fact-checks on social media. Bharat or India, it’s the same thing for most of the population, other than people in marketing, media, branding, politics and associated ecosystem. Ask the masses at the grassroots, they will tell you, Hindi mein Bharat hai toh English mein India. And the simplicity is lost when invitations and plaques give more emphasis to one than the other. The people never raised their voices when Bharat was neglected and India was dominant.

     

    The consultants have already calculated the cost of the changeover. The political wheels must have been initiated for the possible project and the enormous responsibility that may fall on some bureaucrats and departments. Pitch documents started getting decked up with the latest research insight in the few agencies willing to take the chance.

     

    Rajiv Gandhi Chowk, other than on metro rails, is still Connaught Place. VT may be CSMT, but is still called VT, but Allahabad, for all official purposes, is now Prayagraj.

     

    The India to Bharat change, if actualised, is a mammoth task.

     

    We may, in fact, end up with a very fluid hybrid situation. Visitors to India soaking in a Bharat Adhyatam Tour. Or residents of Bharat travelling to discover India.

     

    Yes, jokes apart, the name change has multiple implications. If we complicate the picture, it is about not merely remaining. It is challenging to continue and strengthen identity, imagery and branding. If implemented, it will have to be a democratically dictatorial process. There is no possibility or need for a Brexit kind of referendum on the subject, which really could be a non-issue. But democracy allows for debates and arguments- which are already heated up.

     

    ‘India, that is Bharat’, is so true, and the two can coexist. Thus, there is no real friction when there is no real change. It could even be Bharat subscript India. And if the nation really wants to make the change, we have a classical window to do so. The country is in a position of strength to ensure a smooth transition, though not without hurdles and complaints.

     

    The Bharat that was India may associate and further strengthen the singularity of the back to the roots feeling. Yes, it may also enhance the Indian-ness!. It may signal that India is aligned with the broader majority of the nation. It may, but that is when ‘India’ is killed, and only Bharat exists. Maybe it will finally draw the strength it should draw from its rich history and culture, which was getting opaqued under India. However, India is Bharat is Hindustan.

     

    Whatever the name, it will still be the largest democracy, the heritage of Yoga, Ayurveda, and Veda, the land of Ramayana and Mahabharat, the source of Gita and the definitive trinity, the country of talented people in the past and present, the country that landed on the darker side of the moon.

     

    Undoubtedly, the mere thought of change raises more questions and increases uncertainty about the future.

     

    Because we all have to assume more than what has been official stated.

     

    Net-net

    Change of name, a renaming exercise, always excites the marketing people. There are so many layers to it. Nations do not regularly get the window to rename, and it could be hugely costly in many ways. So, discussions and debates are expected and welcome till they do not become absurd. And yes, people need to look at the most possible situation of the hybrid existence- ‘Bharat that was India’.

     

    Post Script

    Meanwhile, I am happy the residents of Lansdowne (my native town) have said no to it being named after ‘CDS Rawat’ or changed to ‘Jaswantgarh’, after the 1962 war hero as desired by the cantonment board. I have huge respect for both soldiers. In the last few decades, Lansdowne has been discovered as a beautiful hill station. It can ill afford a name change at this stage. Check it out and, if possible, visit it in the coming summers.

     

  • If knowledge and awareness could solve the world's problems, we won't have crime, writes Sanjeev Kotnala

    ASCI Academy: Knowledge is not enough for Compliance

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI welcome the news. The Advertising Standard Council of India has announced the launch of ASCI Academy. It aims to make marketers, brand custodians, agencies, and other people in the ecosystem more responsible and progressive. It talks of a greater understanding of the guidelines. Working with greater consciousness. And a higher degree of compliance. It will offer a consumer education programme. This will hopefully make consumers better aware of the guidelines, and, may be, it will push for better reporting and complaints – leading to higher compliance! As per reports and notes, it will undertake research in current and new areas that impact consumer interest!

    And I think there is a short certification course for interested people.

    The guidelines have been there on site. The site has always remained updated. The consumer and marketers are engaged in evolving guidelines. There is absolute transparency in working. However, one would like access to what are the advertisers really saying to the objections raised. There is a focus on enhanced speedy resolution of complaints. Still, some limitations prevent further tightening of the process.

    The idea of being more preventive than corrective is a welcome stance.

    The theory and wish to impact at the point of ad creation is a good thought!

    The target to train 100,000 current and future marketing professionals, advertising agency personnel, people in the field of communication and consumers is an absolute pleasure to hear.

    There is a wishful thinking of all this leading to a shift towards a deep culture of responsibility. And expecting that to be the norm is oversimplifying things.

    This is a reaction to what NS Rajan (Chairman ASCI) and Manisha Kapoor (CEO and Secretary ASCI) said in the press note.

    I love the initiative and know that the intent is right. But it is wishful thinking.

    We would have seen the difference long ago if only KNOWLEDGE was enough for the compliance.

    It is hard to believe, and I am absolutely sure that the brands that currently do not follow the guidelines or err on their judgment, behave not responsibly and progressively do not do so for the lack of understanding.

    They do this despite the knowledge.

    In fact, they work around the guidelines and knowingly flout the norms.

    Do I have a solution to offer? NOT REALLY.

    One is confident that unless flouting of the guidelines leads to some penalty affecting the revenue and brand image, the guidelines’ adherence will remain a dream.

    Unless the brands know their image is at stake if they fail in their responsibility. Nothing will happen.

    Nothing will change unless the people at the top don’t drive the change and be accountable. The surprising part is that the top knows about the guidelines, knows the expectation, and turns a blind eye – look to the other side when their department and teams knowingly test the guidelines. This the academy cannot change, so my belief in change is shaky. Offering ASCI Academy programmes online, in person, and hybrid may help numbers. But I fail to see it helping compliance.

    I am sure the industry partners will ensure compliance at their end. Their teams are well-educated and aware of the guidelines. They are big advertisers, and one can expect responsible behaviour from them.

    A lot may depend upon supporting partners like the I&B Ministry and the Department of Consumer Affairs. Maybe they could help with compliance.

     

    However, if knowledge and awareness could solve such problems, we won’t have crime. And knowledge is not enough for guidelines compliance or responsible and accountable behaviour.

     

  • Religious diversity, whenever depicted, is superficially stereotyped, writes Sanjeev Kotnala

    The Non-secular nature of Indian Advertising

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaWe know India is a secular nation. Its regional, linguistic, cultural and religious diversity is well-acknowledged. However, if an outsider was to watch Indian advertising, s/he would not be at fault for thinking India is a non-secular Hindu nation lacking diversity and inclusivity.

     

    It is a flaw and the failure of Indian advertising, the brand custodian, the marketers, and the agencies. They have failed in inadequately reflecting the diversity of the nation.

     

    Yes, in certain AVs, brand interviews and films like ‘Mile Sur Mere Tumahara’ or the National Anthem-based films, they are forced to showcase diversity. However, these make a minuscule part of the Indian advertising universe.

     

    Indian advertisements tend to focus on a narrow representation, not fully capturing the essence of the diverse religious communities. If that was not enough, the advertisements continue to represent or portray the narrow religion bioscope, repeatedly showcasing the Hindu religion as backward and full of questionable and must-change rituals and practices.

     

    It further worries me about the underrepresentation of certain religious communities in advertisements. The minority should not be maltreated.

     

    Why neglect religious minorities? 

    This unintentional exclusion adds to marginalisation and alienation among the minority religions.

    The question is shouldn’t Indian advertising should not be more responsible.

    Religious diversity, whenever depicted, is superficially stereotyped.

     

    All this adds to misinterpretation and reinforces biases rather than promoting understanding and acceptance.

     

    It’s time the advertising world stood up to its responsibility and be accountable to the minority religions in helping them progress as much as it has helped the majority religion.

     

    Indian advertising needs a more inclusive approach that authentically represents the nation’s religious diversity. Advertising agencies and brands should prioritise diversity and inclusivity and look beyond the majority religion for progressive suggestions. Otherwise, the blame for India being seen as a non-secular nation is on its head.

     

    Overall, Indian advertising (and Indian cinema) has a long way to go in accurately reflecting the nation’s religious diversity. And in non-stereotypical correct ways. By actively embracing inclusivity and promoting minority religious representations, the advertising industry may create a greater understanding, and acceptance of a secular nation. But will they ever have the courage to do so…

     

  • It is mostly insurance and public service advertising which has used and abused Yamraj, notes Sanjeev Kotnala

    Stereotyping Yamraj in Indian Advertising

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThere are only two truths in life. Birth and death. Death creates maximum insecurity, Thus, Yamraj, the lord of death. In Hindu mythology, Yamraj presides over the cycle of death and rebirth, ensuring the proper record of karma and deciding on the soul’s destination and journey after death. Death is a sensitive subject in oyr culture and spirituality. Hence one would think that the representation of Yamraj in advertising requires a thoughtful and respectful approach. However, Indian advertising has stereotyped Yamraj, presenting him as trivial and comical. There seems to be no risk when using and depicting Yamraj in advertising. It is mostly Insurance and Public Service Advertising (PSA) which has used and abused Yamraj.

    One understands that the depiction of Yamraj needs innovative, creative representation that is contemporary and relates to the generation while respecting traditional understanding and symbolism. In fact, a few brands like Fevicol M-Seal and Max Life Insurance have used death in their communication. It is a subject I have earlier written in ‘Slice of death – advertising’.

     

    Yamraj and Insurance

    Life insurance and death are interlinked. The life insurance brands are forced to hint and touch on the subject of death and they do it wisely with sensitivity smoothening the fear of death. However, Yamraj, the lord of death, is not often used, and when used is a stereotypical character.

    Policy Bazar, in the past has, humorously connected death and insurance. This time Policybazar.com has used Yamraj to answer the simple truth about not delaying buying an Insurance policy to protect the family against life’s uncertainties like death and disease. It used a market and Hospital situation to make sense of the suddenness and uncertainty of death. The message is simple ‘Taalo Nahi, Le Daalo’ (Don’t delay, just buy it’ addressing the issue of procrastination in purchasing a policy.

     

    Edelweiss Tokio Life Insurance has used activation with the Yamraj character to drive home the road safety message in their campaign ‘Yamraj to Rescue’. It focussed on reminding the people about following traffic rules, crossing only at the Zebra crossing, driving only when the light turns green, and using helmets and seatbelts.

     

    Yamraj And Food

    Yamraj is comical in Namaste Desi Ghee advertising.

    In the advertisement, Yamraj comes in to take Dadima’s soul. Dadima asks him to wait, serves food, and shares that the tasty food uses Namaste Desi Ghee. However, she also informs him that she won’t be able to cook such delicious food in heaven as the brand will not be available. Yamraj takes some food for the way and extracts the promise that he will come and Dadima will serve him food made in Namaste Ghee.

    The concept of death is used playfully, making one smile even though Yamraj is more of a joker in the advertisement.

     

    Yamraj And Deals.

    Snapdeal.com campaign highlighted ‘irresistibility’ with deals on the site. They are good enough to entice Yamraj, the God of Death, who grants life to the person who offers him a deal. The ads about the man parachuting,  delivering the package, Hospital and Runner, are simple and straight, demonstrating how Yamraj uses the deals on Snapdeal. Delivery person edits, and both are simple- straight.

     

    PSA Helmet And Yamraj.

    Honda has a simple Helmet On Life On campaign. Here, Yamraj monitors who is wearing a helmet and who is not. It humorously brings alive the silly excuses for not wearing the helmet and the possibilities.

    Western Indian Railways used Yamraj as an activation device to deter people from crossing or trespassing railway tracks. Chennai Traffic Police has also used Yamraj in the ‘Drink and be driven’ campaign. And the local government in Andhra Pradesh, Uttar Pradesh, Uttarakhand, Bengal and Bihar used Yamraj to drive home the caution message during Covid.

     

    Net-Net

    I am not sure if the comical depiction of Yamraj is acceptable, right or wrong, as I understand and appreciate creative freedom and its boundaries. The character has limitations and has been used mainly by Insurance brands and in PSA. However, brands like Everest sheets and even IPL had a Yamraj ad. Then there is the BJP ad using Yamraj against Kejriwal. Effectively, it has to be a real humorous or the direct association between the brand and message to effectively leverage Yamraj or  one ends up with an ad like Jaquar. Using death can be more straightforward.