MxMIndia

Author: Sanjeev Kotnala

  • Beyond Infinity: Cinematic Multi-Universe Fatigue

    Beyond Infinity: Cinematic Multi-Universe Fatigue

    Sanjeev KotnalaIn the cinematic world with superhero sagas, a recent newspaper article flagged a potential concern: audience fatigue with Marvel’s ever-expanding superhero multiverses. These movies now ask viewers to have extensive background knowledge to enjoy them thoroughly. It may alienate viewers and highlight the importance of closure each time for a sustained engagement. Closure is something movies need for the continued association and hunger to engage.

    Marvel’s success story is not without challenges. And it is true for its challenge to fight fatigue and keep the viewer’s interest alive. Indian cinema, though more familiar with remakes, has been late to such sequential exploits and franchise build-up.

    The current Indian cinema is attempting to create multi-universe and demi superheroes like the Spy drama of SRK and Salman, War of Hrithik, Brahmastra and Animal of Ranbir Kapoor and top of the charts – the police universe of Rohit Shetty and Gang.

    They work best as a standalone movie with a teasing twist and reminder of something to come in future or very little of what happened in the past. When it does refer to the past, there is a well-managed short flashback; they do not allow the coordinates of the past to catch up and become a constraint to enjoyment.

    Shetty knows it best; not only does he have cinematic experience, but he also hosts one of the popular running reality shows on Indian television, Khatron ke Khiladi. The soft intrusion of the next chapter with a tinge of the past keeps his set of franchises alive. We need not add that their being successful is a definite advantage.

     

    Bridging the Gap: The Art of Timing in Cinematic Universes

    More than the question of when to kill the franchise, the multiverse grapples with the desirable and manageable gap between the two releases. Rohit Shetty has managed to understand and explore it the best in the Police and the out-of-mind, senseless laugh-a-minute Golmaal. Other films like Hera Pheri, Bhool Bhulaiyaa and Hungama have just managed to keep the interest alive and create a partial world of followers. However, it cannot be said about Brahmastra for two reasons- one, the franchise is yet to take shape, and two, the indicative gap suggests that the makers may be overestimating the viewer interest- taste and memory.

     

    Balancing Act for Enduring Appeal

    We heard of a possible sequel to Munnabhai, but the lack of feasible content and subject has closed the chapter. It is like Dhoom, which cried for continuity but failed to live the promise. On OTT, only a few have managed it right. The criminal justice series and the Delhi Crime have worked well. However, the constraints and the need to explore new areas and subjects have become daunting for creative teams.

     

    Rohit Shetty – A Lesson in Universe Fatigue Management

    Rohit Shetty has understood the model, and he keeps it simple- there are no surprises. He works and serves on the franchise’s promise and exploits the audience’s faith in jumping, blasting, twisting cars and a no-nonsense bold police character.

    The director keeps the imagery alive whenever he has a presence in a reality show. He has been so well associated with his brand of films and audience expectations that similar dialogue and imagery get used in product advertisements featuring him.

    Enjoy his films as standalone of a sequel: they work. The minor twists to the plot and introduction of new characters keep the frames rejuvenated while keeping the old ones under a support system to be revived if needed.

     

    Net-net

    There is no set pattern. And like in mutual funds, the past performance is not a guarantee for future performance- the filmmakers must understand the complete script and possible audience reaction before making the film. However, a few solutions have worked selectively in the past. No one can be sure of their aftereffects. Look no further than the franchise of Star Wars, James Bond, Pink Panther, Fast and Furious, Mission Impossible, Jumanji and Indiana Jones. Each has used and exploited the canvas in different ways. Here, Star Wars and 007 are outstanding in managing the audience’s interest, engagement and expectations. However, there is no one-size-fits-all solution.

     

    Adrift or Afloat: Brands that Endured and Those that Faltered.

    Finding a true purpose and a long-serving brand proposition is tough. Advertising and marketing also face this problem. The brands continue to remain in the same framework without rejuvenating and recrafting the proposition- risk fatigue at multiple levels. It is a delicate balance that needs exposure control and newness to the plot- in terms of execution to keep interest and relevance alive and make sense to the audience.

    Ariel share the load, Surf- Daag Acche hai, Happydent, Santoor, Tata Tea, Santoor, Policy Bazar, CRED, and the Make My Trip are examples of handling them right. Surf and Make My Trip are my favourites with respect to keeping the thought alive.

    What examples come to your mind? Brands that have brilliantly extended the brand proposition and which have failed in the process?

  • A Family’s DIY Experience

    A Family’s DIY Experience

    Sanjeev KotnalaThe Ikea experience is more than just assembling furniture; it is a fascinating, engaging experience reshaping how we perceive DIY craftsmanship. No doubt IKEA is changing the furniture space one piece at a time.

    DIY, short for Do It Yourself in furniture assembly is new to Indian customers. For us, fully assembled, no-nonsense furniture is the norm. And if they are to be made at the site, the seller must better send the carpenter to do it. Our apprehension and discomfort associated with assembling furniture stem from unfamiliarity, perceived complexity, and concerns about potential damage.

    However, it is not so tough for a well-informed and slightly more confident – mainly from the new generation. Ikea had given wings to it.

    So here is what happened when our family tried it out with a simple three-drawer cabinet during the weekend.

    My daughter identified it (the three-drawer cabinet) on the Ikea site, saw it at the Ikea shop and then ordered it for delivery at home. We all thought that it should not be complicated.

    The assembly was in a slim, minimalistic, safe, and robust packaging. Something that one did not associate with e-commerce. The unboxing ceremony was eventless, but soon all the elements were on the floor.

    There was an immediate urge to start assembling it. How tough it could be?!

    The initial optimism soon gave way to a realisation – the task was more intricate than anticipated. Different-sized panels with varied holes, grooves suggesting interlocking parts, and an assortment of screws confronted us. A 3D puzzle with eight different types of screws, locks, and holders was before us. The initial thought was to call professional help, and UrbanClap sounded the best option- till someone discovered the assembling booklet.

    And the family decided that we would try it out and make the whole thing.

    This booklet was the saviour of the situation. However, there were no words but pages after pages demonstrating some 38 steps to follow. Simple sign language of pointers and crosses and tick-marks. Instruction to match the dots on the board with the screw number that would go in there. I would call it idiot-proofed, ensuring that even beginners could navigate the assembly process effortlessly.

    There was no way things could go wrong.

    The challenge arose when our tools at home were far from Ikea’s specific requirements. There was no star-headed screws and even a hammer. So, the juggad tendency took over, and the innovative solutions of using a knife and spoon and such items from the kitchen took over. And as for the hammer, the back of the screwdriver and belan took over.

    So, we started the family activity- the best part of the whole process.

    Everyone joined in. What followed was a delightful family activity lasting about three-and-a-half hours, punctuated by a well-deserved 30-minute tea break. Each family member played a unique role. The daughter took the lead in understanding and reading the manual. I took the role of macro directing, and my wife, who is not so mechanically inclined, took charge of putting the pieces together. The process was not just about building furniture; it was a lesson in understanding structural connections, channels, and lock-ins.

    The family members learned how things are held together, about channels and lock-ins. They truly admired the thought that has gone into designing every piece of DIY structure. More, so at the end, get up to say- not that harsh- not so bad- brilliant.

    It was joyful and playful working together. The family had its first DIY Ikea three-chest drawer that worked, and there were wild cheers when the drawers actually worked. The smiles and satisfaction that accompanied the completion of our first DIY Ikea three-chest drawer were invaluable.

    I believe such events help strengthen the family bond. And I suggest some offices take it as a bonding exercise.

    I may use a somewhat complex DIY structure in my workshops. Ensure that teams get different pages of the manual so that, in the end, they can derive new learning of coordinated, cooperative teamwork. The client would also get a fresh piece of furniture in the process.

    Our family thoroughly enjoyed the Ikea DIY adventure, and we’re eager to explore more projects in the future. So, try it out whether you’re a seasoned DIY enthusiast or a novice contemplating furniture purchases.

    Maine Ikea Kiya – Kya Tumney Kiya? Take the plunge into the DIY world, and you might discover not just furniture but a new way to bond and create memories with your loved ones.

  • Here is a lady who, by her recent stunt has worked on vaccine awareness, who believes in Mera Viskas- Sabke Sath, and 'Made in India’, writes Sanjeev Kotnala

    Sanjeev Kotnala: Poonam Pandey for India Ratna… why not?

    Sanjeev KotnalaHere is the breaking news: Poonam Pandey- the epitome of subtlety and grace, is in the running for the coveted India Ratna award. This is not serious and is in sync with today’s time and needs.

    I have been fuming with disgust at the latest Poonam Pandey stunt. I want the law to take up and define what should – could- and would be acceptable.

    In an era where everything goes in love, war and advertising, Poonam Pandey is that shining example of intense path-breaking, raw, out-of-box thinking and strategic pushing of the boundaries. Who would die for a cause- what if it was just a 24-hour stunt, and not the full 72 hours- when we could have granted her resurrection status.

    Back in 2011, she vowed to streak through the streets of Mumbai. All in the name of patriotism, all to motivate the cricket team. The BCCI spoiled the party by denying her permission. And yet, in 2012, she kept her commitment by baring it all when KKR won the IPL trophy. Learning from the past, she did not seek BCCI permission. That’s commitment, passion, love and a sharp learning curve.

    She turned down Bigg Boss Season 7 because the promised paycheck did not meet her level of self-importance. A girl must have self-esteem and know what her value is. Then YouTube banned her channel ‘Bathroom Secrets’ because it did not want the young audience to learn many things they found interesting.

    A typical female can’t even fathom such rebellious acts and barriers to success. Oh, she knows how to amplify it. She was among the most searched on Google in 2012 and part of the Kingfisher calendar in 2011.

    But let’s give credit where it is due. Poonam Pandey has been tirelessly working relentlessly to spice up the mundane lives of many people. She was in Khatron Ke Khiladi-4 and did Total Nadaniyaan and Pyaar Mohabbat Sssshhh. She has been a beacon of hope and tidbit news for many journalists carrying scoops that made their editors and audience smile.

    Now, her recent death-defying act has been called a stunt. It may have raised many eyebrows, but she has been selflessly selfish throughout her life. She has stayed well within the boundaries of what can be expected from Poonam Pandey.

    And she, in fact, has schooled ASCI on exploiting loopholes in the influencer guidelines by not officially participating in the stunt; she smartly avoided the mandatory disclaimer she would have needed to carry- because all her work was done by the gullible journalist and fastest finger first media working for breaking news.

    When the news of her death spread, the nation collectively gasped- so young- merely 32- and then it turned out to be a bigger deal than we imagined. Maybe the media was in on the secret, or it started with a casual chat at a coffee shop.

    There has been a call ( on social media and a few WhatsApp groups) that it would be better for the National honours to be conferred while people are still breathing, Poonam Pandey, the ever-patriotic icon, has risen from the dead to claim her National Ratna and thus make a mark.

    Running naked, defying death, being a model, a Reality TV participant, an erotic actress (Google search), and gracing us with provocative Instagram pictures – Poonam Pandey truly deserves recognition.

    Let’s focus on the positive. Here is a lady who, by her recent stunt has worked on vaccine awareness, who believes in Mera Viskas- Sabke Sath, and ‘Made in India.’ She is an ideal candidate for National Awards in multiple categories.

  • There is a need to  understand the importance of staying agile and adaptable in a constantly evolving marketplace, writes Sanjeev Kotnala

    Sanjeev Kotnala: Untangling Unbiblical Cords in Life & Brand-Building

    Sanjeev KotnalaDuring birth, the physical umbilical cord is ceremoniously cut. Still, the bond between mother and child remains metaphorically tethered by what we might call an “unbiblical cord” throughout life. This intangible connection, though unseen, can be remarkably strong. It is often joked in India that, culturally, this unbiblical cord is seemingly unbreakable in nature.

    However, beyond this primal connection, we weave new unbiblical cords throughout our lives, some consciously and many unknowingly. These cords are not physical but are deeply felt, influencing our thoughts and actions.

    Our unbiblical cords form within families, among school and college friends, first love, and even with former bosses and organisations. They tether us to past experiences, shaping our perceptions and reactions to new challenges and opportunities. However, clinging too tightly to these cords can hinder personal and professional growth as we measure current situations against past experiences, often overlooking new possibilities.

    We must recognise that a few of these unbiblical cords, such as those connecting us to family and close friends, are essential. However, we must cut off many others for our own advancement. These include cords binding us to past organisations beyond mere networking relationships or in situations demanding crisis intervention. While breaking such cords can be emotionally challenging, it is essential for personal development.

    In Personal Professional World

    We must reflect on the web of unbiblical cords in our lives. We should strengthen the selected few, cut off the rest, or stop feeding them. However, these decisions must be more than just emotionally driven but also logical and rational. By doing so, we can free ourselves from the constraints of the past and embrace new opportunities with clarity and purpose. 

    In The World Of Brand-Building

    In the dynamic world of brand creation and marketing, we often find ourselves entangled in unbiblical cords with brand purpose, communication strategies, and messaging formats. But brands cannot afford to be bound by these outdated ties. They must break free and evaluate every opportunity and concept on merit.

    Today, brands cannot rely on past successes to guarantee future success. Today’s landscape is defined by shifting audience preferences, fickle loyalties, intense competition, and ever-dwindling attention spans. Holding onto outdated, unbiblical cords only keeps brands from reaching their full potential.

    It’s time brands take a bold stance and, at times, unpopular decisions to shed the burdens of the past. Keep the unbiblical cords that strengthen the brand’s identity and values, but ruthlessly cut loose those that hinder progress and innovation. 

    Recognising Brand’s Unbiblical  Cords

    There is a need to  understand the importance of staying agile and adaptable in a constantly evolving marketplace, and dedicate efforts to helping brands break free from the shackles of tradition to embrace a future filled with endless possibilities.

    However, the process of identifying the unbiblical cord that individuals, organisations, and teams carry is something that takes work and effort. There is a lot of understanding, research and cross-pollination of ideas, along with open debate that must operate in an environment of complete trust. The thought is not new, but the process is. These cords come from motherhood- the origin- the creators, and the leadership more than from the instinct and intellect the ground forces operate with.

  • The brand believes that all this will make people turn a blind eye to the overt commodification of love and the lengths to which brands like this one will go in pursuit of profit, writes Sanjeev Kotnala

    Sanjeev Kotnala: Love be dammed… Anything for business

    Sanjeev KotnalaValentine’s Day is when love purportedly descends upon the earth, transforming it into a world where genuine or dubious couples eagerly await the annual opportunity to demonstrate affection through materialistic displays of attachment. Meanwhile, singles retreat into the shadows, nursing their unrequited desires and cringing at the thought of their solitary status being laid bare.

    Some resort to sending flowers and cakes to themselves, while others simply shrug it off.

    Enter the company that has turned love into a lucrative enterprise, peddling notions of sharing, caring, and love as a consumer commodity. But amidst this commercial frenzy, a voice advocates for inclusivity, arguing that Valentine’s Day shouldn’t be cruel to those without romantic entanglements.

    So, armed with the power bestowed upon them by clueless consumers and the boundless creativity of the advertising industry, one brand of the same Love Company decides a daring plan: to effectively make Valentine’s Day disappear and live-stream the magically Houdini moment.

    A technically impeccable, scientifically endorsed feat for a ship with three selected stupids to cross the dateline on February 14th, 2024, effectively leapfrogging over Valentine’s Day altogether. The livestream is scheduled for 4 PM, strategically chosen for maximum social media engagement – it is different that it is the very day the magic is supposed to help vanish.

    Their communication is flawlessly smooth. The spectacle of a massive monitoring system, jubilant high-fives, and perhaps a tear or two accompanied by suspenseful music. And woven into this is the name ‘Nambi Narayan’. Every visual element is etched in the minds of Indians with the well-acclaimed ISRO Chandrayaan’s success.

    The brand believes that all this will make people turn a blind eye to the overt commodification of love and the lengths to which brands like this one will go in pursuit of profit. While this event may ultimately win multiple awards with impressive viewership metrics, many among us will question the jury’s intelligence that sees merit in such a frivolous venture, exploiting the public’s naivety and innocence under the guise of advertising.

    It’s the epitome of ‘Saala Business ke liye kuch bhi karega’ (will do anything for business) – a sentiment that leaves a bitter taste in the mouths of those who value authenticity over commercial gimmickry.

    It is worth debating if love needs a designated day or auspicious moment. Love either exists or doesn’t, irrespective of calendar dates and marketing ploys, gift or no gift. Perhaps, instead of lavish displays and extravagant gestures, a more straightforward, more genuine expression of affection would suffice – like sharing a humble Chikki or offering a heartfelt “hawla“- and thus following what a sister brand of the company has been promoting last few Diwali- be Indian buy Indian- support small business.

    It reflects sorely on an advertising agency that has always spoken about Indian ethos and culture to have overlooked other significant dates, such as Basant Panchami, Saraswathi Puja, or even the anniversary of the Pulwama attack. They may not make business sense.

    The main company must decide where the priorities lie, and what, if any, purpose they have- Do nothing- support Indian entrepreneurs- buy Indian- share chocolates for love, or it is blatantly- Anything for Business.

    And as I write this much before the live stream, I think of two possibilities. One, the brand will have a ship crossing the dateline on February 13 at midnight (4PM in India) – with the audience for whom they want Valentine’s Day to vanish would have already suffered 16 hours of it. Or they will deliver on the brand promise- with a static in-studio livestream of the three stupid people doing nothing and just having the bar. At least they will be faithful to the message, if not to the consumers.

    Sanjeev Kotnala is a Mumbai-based business strategist and educator. He writes on MxMIndia on Wednesdays, and often on other days as well. His views here are personal.

  • My journey with Pexel is a testament to the power of engagement and community-driven initiatives in shaping digital landscapes, writes Sanjeev Kotnala

    Sanjeev Kotnala: My journey- from Pexel user to contributor

    Sanjeev KotnalaA new chapter of my digital journey unfolded as the clock struck midnight on January 1, 2024. Little did I know, I was about to embark on an unexpected adventure with Pexel.com, a haven for free imagery seekers like me. It has been my go-to platform for stunning images for my blogs and articles. I use 25-30 images a year from Pexel and Unsplash and often forget to give credit to the contributor. I never thought I would graduate from a grateful user to a contributor.

     

    The Email Belled the Cat

    It all began with a simple, innocuous email from Pexel. It asked a seemingly routine question: “How did you use these downloads?” Not much of a surprise there, but it did nudge me to click to find my recent downloads highlighted. I am a person who loves sharing feedback, a selfish way to contribute to helping the provider give better service. S0, with a sense of obligation, like a disciplined student, I diligently shared details, unknowingly setting off a chain reaction that would redefine my relationship with the platform.

     

    The Gateway to Contribution

    The click of a button led me to an area I hadn’t explored before. My contributor profile. Amidst statistics and rankings, the neon glow of the “UPLOAD” button almost sucked me in. I uploaded the initial batch of images with a newfound purpose and a desire to give back to the community that has given me and supported me over the years.

     

    Challenging Self

    As per the process, while my images underwent quality checks, I voluntarily set a goal of uploading at least 100 photos by the end of 2024. What started as an email exchange has evolved into a personal challenge, a commitment to contribute meaningfully to the Pexel community. In the back of my head, I knew many pictures would come from my upcoming Chennai visit and the batch reunion in Jaipur in March.

     

    Navigating the Contributor Terrain

    I took time to carefully evaluate and choose the tag and title for every image, remembering my experience as a user and constantly thinking about how people would search and how my images could be helpful to other users. The game is on, and I am now waiting for at least one of my images to find a home beyond my projects. I know someday, I will see someone credit me for the picture, making me feel more valuable and happier.

     

    Net-net: A Reflection on my Journey

    In retrospect, my journey from user to contributor was a testament to the power of a simple nudge. Pexel’s subtle encouragement and transparent process seamlessly guided me through the transition, opening my eyes to new possibilities and responsibilities. I now live a dual role- a user of the resources and a minor contributor- but then many minor contributors like me collectively make Pexel what it is. I am unsure if this experience will make me further contribute to other platforms- surveys- and feedback.

    I learned how gentle nudges and transparent processes can lead users down desired paths. My journey with Pexel is a testament to the power of engagement and community-driven initiatives in shaping digital landscapes. It tells me that I must contribute ( wherever I can) for the free services I avail- and now I understand why people sign in and answer or give feedback on various apps and platforms.

  • How you react to a situation defines what kind of a person or leader you are, writes Sanjeev Kotnala. These opportunities, like moment marketing, need a quick decision by empowered employees or entrepreneur owners

    Sanjeev Kotnala: Lessons Learned: Experience with the Cooking Gas Interruption

    Sanjeev KotnalaIt was not a crisis. However, often, the responses from people on such days can reflect a lot about their attitude and approach to life. It can demonstrate their approach to life, self-confidence, understanding of the situation and decision-making capabilities. Disruption of cooking gas supply on Monday for a lakh-plus in Mumbai was one such incident.

    We first learned of it overhearing the conversation between two neighbours on our floor. Our reaction was: there goes my morning tea. The call to the Mahanagar Gas helpline welcomed us with a pre-recorded message. It updated us that the fault was because of some construction activity and that we can expect the service reinstated by 6pm.

     

    Initial Reaction

    We first thanked Mahanagar Gas for the message. Two, we realised it was a major fault covering a large area. Three, we had no alternate energy source. So, the possibility of buying an induction plate was discussed and discarded. You don’t plan for such disruption, like you don’t purchase an investor in Mumbai. One will re-evaluate options if such a disruption of service happens frequently. Someone wise suggested why don’t we get on a fruit diet for a day. The suggestion was shot down.

     

    Indian Entrepreneur

    The tea stall run by a Bihari near the society realised the opportunity early. Anticipating enhanced demand, he arranged for extra milk, glasses, plastic pouches (for carrying milk), paper cups and thermos. By 8:30am, he had taken permission and was delivering tea door-to-door. He was even taking orders for delivering later in the day, collecting thermos to deliver again and readily sharing his number for later orders. Additionally, he collected Upma and idli orders- which were to be served by his neighbouring stall. An exemplary demonstration of the Indian business mind.

     

    The Office Worker

    Many officegoers were planning a lunch outing or what to order from – as there was no tiffin. Students carried dry snacks or money to eat at the school canteen.

    In the evening, a few happy students reported on how the school canteen had made arrangements for packed snacks, and a few were unhappy as the canteen had run out of stuff.

     

    Different Perspective

    The area under supply cut still is dominated by families where women are homemakers. They were now looking forward to dinner outings in the evening. Husbands sounded less committed to the idea and promised to go if the supply was not reinstated by 6pm. A calculated move.

    I overheard ladies rescheduling their vegetable and fruit purchases to the evening for better rates. The vegetable vendor confirmed their thinking was correct.

    My daughter, who works with an MNC, was sure Mahanagar Gas had buffered delays and that the supply would start by 4-4.30pm. Her logic is that giving the bad news and surprise with early recovery is better than extending the timeline. She was proved right.

     

    Failed Kitchen Setup

    Few kitchens failed to encash the opportunity. They ran out of ingredients, gas, or both early in the afternoon and thus stopped taking orders. Many anticipating demand made arrangements and restricted menus for quick delivery.

     

    Disappointing Big Brand

    A leading brand of pizza disappointed us. Their service went from bad to worse. Soon, they were taking way longer to deliver than promised. They were taking orders directly through Zomato and Swiggy. The result was massive chaos and delays. Every delivery boy had to listen to irritated customer complaints. Remember, whatever the value of the order may be, we Indians are demanding customers.

    They could have closed one of the streams or started showing a longer delivery time. Maybe the store in charge was not empowered. Perhaps the SOP required an early indent for ingredients and was in short supply. However, it all ended with a bad customer experience- a far worse situation than not taking orders or closing the shop.

     

    Net-net

    How you react to a situation defines what kind of a person or leader you are. These opportunities, like moment marketing, need a quick decision by empowered employees or entrepreneur owners.

     

    PostScript

    In many families, the evening ended with a movie and/or dining out. One could see the Monday evening shows doing better business on BookMyShow. The restaurants in the mall and in the market had people waiting on a Monday. In fact, streetfood stalls were doing great business. In fact, the home delivery of food spiked… families would not leave an opportunity like this.

  • Breaking stereotypes, the Urban Company way

    Breaking stereotypes, the Urban Company way

    Sanjeev KotnalaWe cannot deny the fact that gender disparity exists, and we have a long way to go for equality to even become realistically possible. What has taken centuries of creation will take a few generations to be wiped out. What is heartening is that we are moving there, and the new generation is seeing an accelerated pace of change. The respect and recognition for women’s contribution and place in the workplace and family life are slowly being recognised. However, the change is at a different pace in different spaces and spheres of operation.

    The work of a woman, the choices she makes, the place or the kind of work she does, the timings she keeps are all still under scrutiny. It is not that the mindset has not changed or the efforts are not being made. The efforts need to be directed not only to empower the women and to ensure a safe working space but also at the individual and family grassroots level. The respect and sensitivity need to start at the smallest unit of the society- the family and its constituents.

    Hence, this communication on massage service by Urban Company is a welcome sign of tackling a sensitive issue and the stereotyped thoughts associated with a particular job.

    Happy Ending was all about Lived Happily Ever After – a story-ending where everything turns out for the best of the protagonists. At the same time, the villains are defeated. Then, the meaning changed to something different.

    There was no real need for the brand to communicate this. If there was something the brand could have said, no cross-gender service allowed, it could have been the end. But one must complement the brand that operates the on-site (mostly home) services, which has opened the discussion by leveraging one of their services. They have used the boundaries of the sensitive relationship of a brother and a sister and then turned it around the Happy Ending is worth appreciating.

    This is a small but sensitive step. The fight will continue. Women will have to fight the stereotypes and keep answering the stupid questions. We shall break it one chip, one person at a time. Most of the change must happen at the family level. Otherwise, such communications will have a limited ( read negligible ) effect. We must demonstrate through our behaviour, expectations, experience, and interaction a general sense of righteousness and respect for every gender and empower them to lead their life with dignity. Then only a tsunami of change can be expected; otherwise, the small waves of such beautiful communication will crash on the shoes of hardened choices through generations, and someone would still have to defend a Happy Ending.

  • Political Polarisation of Movies before Elections

    Political Polarisation of Movies before Elections

    Sanjeev KotnalaYou cannot ignore it anymore. Everyone can connect the dots. And though you may not be able to link it to the on-ground political aspirations and vote politics directly, it is on your face. The big screen has become more prominent and politically engaged. Political propaganda and vote requests are no longer restricted to the 60-second political films that run like other brand promotions. They are now The Film.

    It would be naïve to see it as a mere coincidence. It is political. Joh Dikta Hai Woh Bikta Hai. Let us not forget that the Modi government is all about the visible delivery of the promise – the guarantee – the works you can see- the inaugurations, and the promises fulfilled.

    The changes in the landscape in and around us are dominantly visible. The films provide stories that leave the audience emotionally charged and with memorable proof. Indeed, one can not underestimate the power of these suggestive screenplays. They definitely nudge the voters to think and pledge their support to the political narrative. You cannot claim an unequal fight if one of the political parties, in their strategic approach, has seen the big screen’s impact on vote swings and is leveraging it overtly or covertly.

     

    Recent Films

    I recently watched ‘Article 370’, and then I watched the Indian Top Gun equivalent “Fighter”, a hell of a simple entertainer ‘Teri Batoon Mein Aisa Uljha’ and ‘Main Atal Hoon’.

    In the theatre before the feature film and during the interval, I was relentlessly attacked with teasers of the forthcoming films. It is not surprising that half of them would qualify as a clear case of political propaganda with the content and timing of the release.

    Till one cannot directly correlate and find a strong connection and funding of the movie by political parties, one will have to give it to the ruling party to judicially leverage a media that was earlier not in the game.

    It is not something new. There has been a definitive shift in the content of the movies for some time. They are more pro-government and based on the action. They also target the inactivity or perceived wrongs of the opposition or the stalwarts of the opposition parties. The shift has intensified as we near the election time.

     

    The Orientation

    The main themes are simple and easy to see.

    Religion supremacy- and that is Hinduism. It, at times, tends to become Islamophobic but is supported with known facts of recent or historical events.

    The bold initiatives of the government- doing which no other party dared to do. In effect, it projects a few political leaders as superheroes.

    Re-aligning the misinterpreted freedom movement and giving due focus to many equally great leaders.

     

    List not Short

    Be it ‘Main Atal Hu’, ‘Accidental Prime Minister’, ‘The Kerala Story’, ‘URI’, ‘Kashmir Files’, ‘Article 370’ or ‘Fighter’. Or the yet-to-be-released ‘Accident or Conspiracy: Godhra’, ‘Razakar’, ‘The Sabarmati Report’, ‘Bastar’, and the biopic of Vinayak Damodar Savarkar’. Some movies suggested a similar narrative but failed to make a mark, like ‘Aakhir Palaayan Kab Tak?’.

     

    Indianising or Hinduising Factor

    The path to Indianising Bollywood started way back. The social media posts repeatedly projected a Bollywood conspiracy wrongly portraying Hindus. It questioned how all the wrongs were always committed by the characters who were Hindu. It asked why the films and the advertisements only questioned rituals and practices or made fun of Hindu gods and leaders.

    As a part of the survival act and surviving the boycotts, the foundation for a shift in narrative was laid in time. The success of Uri and other such movies did the rest.

     

    Commercialisation & Opportunistic Approach

    Can we blame Bollywood for the commercialisation and opportunism of seeking success and safety by making films about a particular ideology? And if that is right, where is the debate on any change? The industry has always believed in encashing opportunities and trends.

    This may be a change of demand and not necessarily a need for political favours. The political climate in the country has nudged the writers-producers to course-correct the earlier skewed content.

     

    Net-net: The Cycle may not last

    The trend may last a little longer before the audience starts reacting against overt political content.

    It has always happened in Indian cinema. A series of successful films opened doors for many more films with similar content. By the time they get released one after another – the audience is already satiated and starts revolting against unidimensional storytelling.

    The interested parties have sweet-timed their initiatives for peak engagement at the right time- the election time.

    But, by the time we hit the festive period this year post-elections, this content polarisation would be on the way out. So, if you are associated with some projects on similar lines, please tread cautiously unless you are well-funded by interested parties and the risk has already been taken care of.

    Aside

    As I saw the poster for ‘Bastar’, I remembered an evening brainstorming session in Raipur on the naxal issue and possible non-intrusive solutions. In that meeting, as part of the ideation process, I suggested making a movie about the Naxal movement with the active participation of the government and the naxalites. The solution was seen as impractical- it was a period when people saw cinema more as entertainment than a possible role play in the solution.

     

     

    Sanjeev Kotnala is a senior media and marketing services consultant, educator and now author. He writes on MxMIndia every Wednesday. His views here are personal

  • Why every episode of Shark Tank India is a must-watch…

    Why every episode of Shark Tank India is a must-watch…

    Sanjeev KotnalaShark Tank India is a programme I think every youngster with the thought of getting on the entrepreneur–startup landscape must watch. If not, it is their loss. It is different that the term reality show is not seen in a positive light by many, but a logic- and reason-driven ‘I am out’ works. Not a surprise when one hears a group member silently react to the next weekend’s programme by ‘I am out’.

     

    The Learning

    There is so much of learning in Shark Tank. It tells one what to watch out for, what the investors could be looking at, what is the right time and type of pitching, how the investors look at the founder’s history and passion to punt at the idea.

    It also explains various terminologies and demonstrates time and again why an entrepreneur must have a deep domain knowledge. It is superbly motivating and encourages the audience to try out and live their life. After Bigg Boss (Colors), Shark Tank India (Sony TV) is now one of my favourite reality shows and I am catching up on the episodes that I may have missed on YouTube.

    It is a good programme to learn from the approach of others, especially when it concerns success and failure. If one really immerses in the programme (which is recommended), it has the potential to help reflective self-meditation.

    It is an entertaining and educational experience. Many times, you get involved and like in a match pray for someone to get the investment. At some other time, you pat yourself in seeing the idea, its scalability or raising a question just like what the sharks do in the episode.

    It is a no cost training for the Indian entrepreneurs to learns about investing and pitching and be prepared in their real life to better negotiate the ground realities. If nothing else, it exposes them to the way how they should be evaluating their own business ideas and innovations. And that is a huge learning.

     

    The Sharks

    Shark Tank has brought the few famous dreamers and achievers from young India face to face with the other set of people wanting investments. People like Aman Gupta (Boat), Amit jain (Cardekho), Anupum Mittal (Shaadi.com), Ashneer Grover (ex-founder BharatPe), Azhar Iqubal, Deepinder Goyal (Zomato), Ghazal Alagh (Mamaearth), Namita Thapar (Emcure Pharmaceuticals), Peyush Bansal (Lenskart), Radhika Gupta (MD & CEO, Edelweiss Mutual Fund ), Ritesh Agarwal (OYO Rooms), Ronnie Screwvala (UpGrad), Varun Dua (Acko), Vineeta Singh (Sugar Cosmetics) have featured in the episodes since 2021 in the three seasons.

     

    Deals

    The first two seasons collectively had 87 episodes with some 244 deals worth approximately Rs 95 crore of investment across all the sharks. Season 3 (expected 35 episodes)  is streaming now and is expected to be of a bigger scale with higher value of deals.

     

    Concept

    The concept of the show is simple and straightforward. It entails the entrepreneurs and the founders making business pitches to a set of five sharks (investors- mostly self-made multi-millionaires) for investing in their business. They quote their ask and in terms of money against a pre-set percentage of equity.  The pitch presentation mostly is based around the people-their role-product or service- the turnover and financials. Basis that short interaction, the Sharks go on to probe further before deciding if they were willing to invest and at what valuation and how much. The discussion goes on to: possible duplication, other competition, status, EBITA, Profitability and future plans.  The negotiation is usually around the valuation and quantum of investment as well as how many sharks are individuality and or collectively participate in the investment- if any.

     

    Some Thoughts

    There have been cases when people have been on the show more for visibility and marketing then really needing an investment, but that is the smartness of the entrepreneur and the failure of the TV channel’s production team in scrutinising the candidates.

    There have been also cases when the promised investment has not been finally made because in the due diligence process, the sharks realised that the product or the service or the sales and the financial condition or parameters were not what they were shown- shared and presented on the show. It all happens, and any bad noise must be taken with a pinch of salt.

     

    My Learnings

    Through the shows I have seen, witnessed, and realised how wonderfully innovative people are.  It gives one more confidence on the path the country is taking, personally I have been introduced to few products that I have ended consuming like the Honey Twigs or while searching for a product presented on the show (Bacca Bucci), have been exposed to others like Mocobara and ended up purchasing them.

    Every episode has a learning embedded in it. It depends upon you how much you absorb from the show. Maybe reading the book Sponge and Catalyst could help.  I have my own understanding and thoughts from the show.

    • Investors are investing on to the founder and their dreams.
    • Investors at the end is looking for an exit bat a later date and a multiplier to their investment.
    • The founder – leader must deep dive on the category and know it as well as its supplementary and complimentary products and services.
    • Burnout is a term that is losing its importance and profitability and scalability is more important.
    • There is a stage before which one should not be looking at investors.
    • The investor should be synergic t the category and bring in more than just money.
    • The entrepreneur must negotiate the best deal.
    • The sharks are sharks because they are more concerned about their investment and hence the entrepreneur must be very clear about their ground realities.
    • The entrepreneur must have a valuation and investment below which they know they will walk out in-spite of which shark is making them the offer.
    • It may sound good- but must be clear that the multi shark investment may not always be a better deal.
    • At times one must stop being emotional and evaluate the future. Sometime, the best advice may not be further investment but closing the venture.

     

    Net-net

    You have an idea or not but want to be an entrepreneur at some stage of your life- or even if you don’t ever want to be starting your business- watch the show and enjoy free entertainment and learning.

  • Being water-wise needs a behavioural change

    Being water-wise needs a behavioural change

    Sanjeev KotnalaIt was like any other Saturday morning. I was working on my laptop when the Nutgraf newsletter landed in the email. For people unaware of it, it is a paid weekly emailer that explains fundamental shifts in business, technology and finance that happened over the last seven days in India. And this week, it spoke of the Bengaluru Water Crisis where it drew upon the way Cape Town, the first Zero City (in 2018), was trying to fight the crisis.

    I know someone will say that if Cape Town has  adapted to the situation in last six years, let’s learn and implement the solutions. These people don’t realise that even if the problem sounds similar,  the solutions are not the same, though one can expect a lot more of overlap.

     

    It Is Bengaluru Today, It Could Be Indore Tomorrow

    There is a need to overreact. A few of us may not be alarmed or react to then situation as we may not have ever experienced a dry tap. We may be the ones who despite the umpteen messages to conserve water – may still be waiting for the bell to ring.

    We may joke that we Indians are good at crisis management and hence would wait for the day. We may laugh at the climate alarmists and brand it yet another ‘Behdia Aaya‘ (wolf) moment.  A few of us, strengthened by the Covid mindset, would say we will adapt to the situation and find a way out as we did in the past. Many would play that helpless card like they do during the voting, questioning what difference could a single vote make?  Not knowing that every step, vote, and drop counts. And not understanding that the government can do this much and no more.

     

    Sabka Number Aayega

    The water crisis is very secular and democratic. Sooner or later, it will hit all of us. For some time, a few wealthy ones may be able to scrape through and manage, but the government will have to step in and treat everyone as equals.

    Rationing of water, police deployment, restricted service would be par for the course. One may even be imprisoned and penalised for using more water than authorised. It can be worse than the Covid oxygen crisis.

    No, I am not trying to scare you but only familiarising you with the future.  You better be scared, or there is nothing to say.

     

    The Clock been running out of Time.

    The Bengaluru crisis was not created in one day. We have been walking towards it for many years. It was one of the Top 10 cities globally in the list of cities where the crisis was expected to hit first. At every city level, we and the government know the looming water crisis has picked up pace. How one or two bad years of monsoon may just tilt the balance.

     

    The Problem is That We Know It all.

    Come summer, there will be some cuts of 10-15% and we will manage. There will be Save Water campaigns. Some brand may even take it as a part of corporate social service and do lip-service to the situation. Hotel bathrooms would have those smart looking water-saving stickers on mirrors and will ask you to change the towel and bed sheet only when needed. A few leading  newspapers and TV channels will start initiatives to get their audience to contribute to save water and talk about five- things to do to prevent water wastage. And soon as the first announcement of monsoon dates (forget first shower) will revert to our normal default setting of water wastage.

    We will forget, like we have done for so many years, that a drop saved is a drop made.

    Many will tell you not to preach because each one of us actually knows everything.

    We all know the importance of saving and not abusing water availability.

    We have been learning and training others to act.

    We have stopped looking for hotels with bathtubs.

    We use only one bucket to bath and have stopped using the shower.

    We close the tap while shaving and brushing.

    We don’t use the heavy water guzzlers of fully automatic washing machine.

    We don’t waste water washing our vehicles every day.

    We recycle wastewater. We harvest rainwater.

    And more… The possibilities in the ways we can contribute are many.

    And on the other side

    In the name of development and infrastructure, we continue to bury the remaining  lakes and water bodies.

    We continue to cut trees and reclaim marsh lands.

    We create concrete fortresses clogging every possible inch recharging underwater bodies.

    We dig borewells not worried about underwater bodies.

    Oh,

    We have developed Apps and use AI to solve the problem.

    Oh,

    We know it will not solve the problem without a behavioural change.

    Oh,

    The list is long; we know what we should/could do.

    However, even then, we are guilty of not acting despite knowing what to do.

    There cannot be a worse idiot than literates who know.

    How many of us make it to the list of people who know, can act- but don’t to save water.

    Indeed, a lot of us.

     

    We are like that only

    Many of us know the need to wear seat belts and don’t. We wear it only when we know we can be penalised. Same with the helmet, speeding, insurance, jaywalking, or cleaning the house or not littering to road.

    We are habitual offenders, and we are the smartest of all.

    So we don’t need to be told or demonstrated what we need to do.

    We speak through our ego powered by the chalta hai attitude. We also believe we are beyond the tipping point and the helpless, we can make no difference.

    I Am Guilty Too.

    Yes, I am guilty too. I recall the water crisis film that my friend made a long time ago, the films that agencies did, and the campaign that newspapers ran and some of them I contributed to. Unfortunately, the clouds of water crisis were not as prominent as they are now and the efforts were seasonal- not really geared toward measuring the results.

     

    Net-net

    There is no time to play the blame game. No point in pointing fingers and listing who is more responsible for the crisis.

    Before accusing anyone else, I must look inward and make a promise. I will leave the list of the idiots who know but don’t act. I will do whatever is right and what I must do to conserve and avoid wasting water. And I will share and tell others to do everything possible to conserve water.

    Like me, we can be the small example for our circle of influence and control. And there, we can make a difference. We must know that the act is far more critical this time than the destination.

    Meanwhile, I look forward to the government, institutions, resident societies, cooperatives and colonies using every possible means. Use Sham-Daam-Dand-Bhedh (Logic and rationality, Price and penalty and differentiation and doubt) to nudge the population.

    It may be the water pressure, water-map, or levies – fines or control. Maybe it is time that we not only look at Bengaluru and the crisis but look at the whole nation. However, working from home or migrating without habit and attitude change only relocates the problem geographically. We need a behavioural change.

  • The Grey Area of Social Betting among Friends

    The Grey Area of Social Betting among Friends

    Sanjeev KotnalaNavigating the legality surrounding gambling and betting in India is full of confusion and uncertainty for the average citizen. What is legal or illegal gambling is subject to the interpretation of authorities and law enforcement officials. While one might engage in online gaming platforms under the guise of skill-based games without repercussions, the same cannot be said for a friendly game of cards during a festive occasion like Diwali or a generic pooled bet among friends on the election results. Even betting among close friends can teeter on the edge of legality unless certain precautions are taken, further complicated by different interpretations and rules at central and state levels.

     

    The Idea of Betting on Lotus

    Recently, during a reunion in Jaipur, discussions naturally covered the upcoming 2024 elections and possible outcomes. Like any other group of elders, everyone had their own interpretation of the current geopolitical situation and, hence, polarised outcomes. These predictions were based on informed analysis, akin to a game of skill.

     

    The idea of a closed-group betting pool emerged to add excitement to the discussion. Participants would predict the number of seats the BJP would secure under the Lotus symbol and contribute a nominal amount, with one person designated as the BetMaster. The individual closest to the actual result would claim the pooled amount.

     

    Confidentiality and transparency were built into the process. The last date for predicting and betting was the eve of the first polling date. The predictions were only known to BetMaster and made public a day after the first polling date. The participant could change the prediction once before closing the entries.

     

    Despite the transparent and confidential nature of the arrangement, a crucial question loomed: Was it legal? Despite being a mere 10,000 collective possible wagers in a 60 billion industry ( estimate of 2010), we were too educated not to intellectualise the possible scenario.

     

    Risky Social Betting

    This inquiry into the subject over digital checks and a few discussions led to a sobering realisation. While the friendly betting endeavour seemed innocuous, it could potentially run afoul of gambling laws in India. One could be fined INR 200 or imprisoned for three months. The mere possibility of legal repercussions, including fines and imprisonment, cast a shadow over what was intended as harmless fun among friends.

     

    Betting is the act of putting at stake a wagering amount (a valuable or liquid cash) on the prediction of the occurrence or non-occurrence of an event.

     

    Gambling in India

    Gambling is strictly prohibited in India under the antiquated Public Gambling Act of 1867, a relic from the pre-Independence era.

     

    Despite its age, its enforcement varies significantly across states, leading to a patchwork of interpretations. While the Act overlooks online betting, several states have enacted specific laws against it.

     

    Interestingly, gaming platforms have successfully argued in courts that their activities constitute skill-based games.

     

    Now, consider predicting election outcomes. It does require intricate knowledge and analysis akin to strategic skill. Yet, despite the parallels with skill-based activities like exit polls, this entertaining pooled betting among friends could be illegal.

     

    Under the Public Gaming Act of 1867, anyone caught gambling with cards, dice, or counters faces potential imprisonment and fines as per Section 45 of the Indian Penal Code of 1860.

     

    Game of Skill v/s Chance

    The legislative definition of a game of skill is one in which the element of skill predominates over the element of chance, including when the skill relates to strategising the manner of placing wagers or bets, when the skill lies in team selection or selection of virtual stocks based on analyses, or when the skill relates to the manner in which the moves are made, whether through deployment of physical or mental skill and acumen. 

     

    Based on this, many states consider rummy, bridge, golf, chess, poker, darts, and carom games to be games of skill. The gaming platforms have somehow convinced the judiciary that they are more a game of skill than of chance.

     

    If we were to fight, we could always prove that predicting election results requires a deep understanding of the geopolitical situation, processes, and ground reality—definitely, it is a game of skill. But then we wouldn’t have the energy and width to do so. We want easy clarity.

     

    Ambiguity in Gambling

    The ambiguity surrounding the legality of such simple, friendly social betting reflects broader inconsistencies within India’s gambling laws. Moreover, this is the case of educated professionals who have held positions of responsibility and repute.

     

    While online platforms exploit legal loopholes to operate as skill-based games, traditional forms of betting face stricter scrutiny, even within private circles.

     

    Not a Competition

    This pooling syndicate on election results could be considered a competition where the prize is offered for solving a puzzle, number, alphabet, crossword, missing word, or picture prize.

    Elections are one of the biggest puzzles of complex caste divides, manifesto statements, political inclinations, etc. However, with a prize of more than INR 1000, it ran foul of the Prize Competition Act of 1955, which bans a prize of more than INR 1000.

    Our prize money would have been 10,000 INR, a small sum in a 60 billion betting industry (2010 estimate), but beyond the Competition Act.

     

    Not even a Lottery

    Yes, in our scheme, typically, every participant predicted a number; in a way, he or she was buying a number that he or she believes has the most chance of coming when the results were declared. Now, does that make it within the Lottery Act?

    The lottery is defined in the Lotteries (Regulation) Act 1998 under Section 2(b): ‘lottery’ means a scheme, in whatever form and by whatever name called, for the distribution of prizes by lot or chance to those persons participating in the chance of a prize by purchasing tickets.

    So, our simple, transparent, innocuous betting could be against the Gambling, Competition, and Lottery Act! The group had to stop looking at further running the closed group syndicate for the IPL winner, the Purple and orange cap winner, and the US Presidential race.

     

    Social Betting Stifled

    Social betting among friends typically centred around sports or elections, is common in India. These informal wagers, characterised by low stakes and camaraderie, rarely attract legal intervention. However, the possibility of legal consequences looms over such activities, deterring individuals from fully embracing harmless social traditions. This prevents more of the educated class than the masses.

     

    Government concern with Betting

    The reluctance to legalise betting stems from moral and societal concerns, with gambling viewed as a vice associated with addiction and financial ruin. Yet, the distinction between games of skill and chance remains murky, leaving room for interpretation and enforcement discrepancies. One feels frustrated when online betting and gambling continue under the name of skill. On the other side, social gambling is under the scanner.

     

    The lack of clarity surrounding social betting perpetuates uncertainty and stifles harmless recreational activities. As the government grapples with defining and regulating gambling, it’s imperative to provide clear guidelines distinguishing between harmless social engagements and illicit gambling practices.

     

    Net-net

    The ambiguity surrounding gambling laws in India continues to confuse citizens and authorities alike. The absence of clear regulations leaves individuals hesitant to engage in harmless social activities like friendly betting pools. As we await clarity from policymakers, the question remains: can friends gather for a friendly wager without running afoul of the law? And are kitty parties, which are also a pooled lottery, legal? Until then, the legality of social betting in India remains a puzzle waiting to be solved.

     

    UNRESOLVED QUESTION.

    After all this reading and referencing, it is still to be determined if a closed group of people on WhatsApp can bet for entertainment with the least wager that would not financially ruin them.

    If someone has an answer, I would like to know about this election result predicting small wager betting among friends and about the Diwali teen patti among friends and relatives.

    And if it is OKAY- I still have time to set the betting among friends.