MxMIndia

Author: Sanjeev Kotnala

  • Using Archetypes & Personification for powering Internal Alignment

    Using Archetypes & Personification for powering Internal Alignment

    Sanjeev KotnalaHave you ever played or watched the game of Tug of War or seen a boat race? If yes, you would know how collective synchronised aligned efforts bring the right results. And if the forces are not aligned, even having the best of the team cannot guarantee success. The same is true about business. Achieving success isn’t only a function of having the right resources or the brightest talent; it’s about aligning these assets effectively. Internal alignment, harmonising resources and human capital within an organisation is one of the pillars of productivity, innovation, and overall success. On the other side, non-aligned resources and human capital can lead to inefficiencies, discord, and, ultimately, business failure.

    Much has been discussed and written about the internal alignment that ensures an organisation’s resources, financial might, technological advantage, and operational assets are strategically aligned with its workforce and market demand. They thus reinforce each other, amplifying an organisation’s ability to succeed in its objective.

    Employees usually work towards achieving the organisation’s goals and objectives. Every employee understands how their work contributes to the mission and aligns their efforts accordingly. This creates a sense of purpose and commitment, driving the employees to work towards common goals with enthusiasm and dedication.

    Still, despite having the right type of people in the right place, we may not achieve the desired result. It additionally needs the right supportive culture and an atmosphere of collaborative teamwork, information sharing, transparency, and adherence to best practices. This gives the organisation agility and adaptability to respond quickly to the external environment.

    However, while focussing on these elements, we miss a critical element for internal reflection that can ensure the whole chain is aligned. We rarely create a picture of the entire ecosystem and the personification or archetype maps of people across the chain of command. We fail to map their perceived personification and archetype in multiple internal and external situations.

    Just imagine a situation when you have a dominant market share, a cracker of a product, a tiger of excellent sales and an after-sales team led by a Goat. Not the G.O.A.T but Goat- where you needed a Lion, a Tiger or a Leopard. And what if this Goat tries to play tiger with the team and is a chameleon of changing preferences and decisions with the top management? If this Goat, though nimble in the challenging market situation, is not as flexible and agile as a cheetah. What if your team is a dreamer led by a magician in a tough market like a desert? You can easily predict where the organisation is headed.

    Moreover, if the leadership shows different archetypes or personifications across stakeholders- it is a sure recipe for disaster. What if the sales head behaves like a tiger before the team and meows before the finance head, is seen as a monkey by the management and is a dog out on the field? Maybe it feels like an exaggeration because one has not tried archetyping and personification of teams and leaders across the stakeholder matrix of interaction.

    What if the management terms an open democratic interface is seen by the internal teams as a dictatorial stance and a ruthless world of illusions?

    Well, it will only lead to misalignment of image, perception and hence reactions to every plan.

    It will be an exciting challenge to do a quick personification and archetype exercise at the organisational level to see the multiple masks worn by different people while interacting within the ecosystem. This exercise will help superimpose the findings with the company or brand’s needs and ensure the gap is bridged through training or recruitment.

    In today’s fast-paced and hugely competitive business environment, organisations must recognise the critical role of internal human alignment beyond resources and directive understanding in driving success and achieving sustainable growth. Yes, this remains true even while organisations use AI for some of their operations.

    In addition to prioritising communication, collaboration, and transparency, articulating a clear vision and mission statement and ensuring every employee understands their role in achieving organisational objectives, they must create a well-aligned team like the Tug of War.

     

    Net-net

    Internal alignment of resources and human capital is critical for driving success and increasing organisational output. By aligning goals, incentives, and resources, companies can enhance efficiency, innovation, and agility, enabling them to thrive in today’s competitive business environment. Additionally, the organisation must look at the archetype and personification of the teams and their leaders to create a unidirectional force to pull the company towards its objectives.

  • Molley’s MasterClass in Customer Relations

    Molley’s MasterClass in Customer Relations

    Representative photograph

    Sanjeev KotnalaSometimes, roadside vendors can teach you a lot more than any business school or training session can. And if you keep your eyes wide open to observe and question everything you observe, trust me, the class is on every time you take to the streets. This morning was one of the best demonstrations of trust and customer relations. It was not an AI-based digital service provider with fancy algorithms working for it but a vegetable vendor with an open mind.

    Introducing Molley, a lady who sells primarily green and fresh vegetables just across the gate of a public school.

    If you ever doubted the rule of location, location, and location for such a business, this demonstrated it.

    Molley sits cross-legged on the mat, and her vegetables are spread on a bori– the woven sack placed on the road. She uses fresh banana leaves to line the road outside the area covered by the sacks.

    She is at the corner diagonally opposite the school gate. You would think there is nothing special about the location. However, if you stop there, you will soon realise that primarily, women from nearby societies and her core catchment area come to drop their children at school every morning. Some women walk to the school; many come in their cars and two-wheelers to drop off their children. Most of them buy vegetables for the day on the way back home.

    With time, Molley, a plump-looking, sweet-natured vegetable vendor, crafted and nurtured her customer base. A large section of these ladies buy vegetables from her, even though there are a few vegetable carts just a few meters away and one big, well-stacked shop that even promises home delivery.

    So, I stood there, taking a ringside view, as my wife bought vegetables from who else but Molley.

    She has an ongoing crisp banter with another set of ladies, who address her by name. She replies to them by their name and suitable didi (elder sister), aunti or taayi (elder lady-normally paternal aunt) prefix or pronoun.

    This is Molley’s loyal customer base, which she has cultivated through her personalised service and warm demeanour.

    Now, the first magic realisation. There is no weighing scale. Everything is sold on a per-unit basis. It was not only Palak (Spinach), Methi (fenugreek), Kheera (Cucumber) and Nimbu (lemon) which are anyway sold per unit, but also included things like Baigan (Eggplant), Gaajar (Carror), Mooli (White Raddish), Lauki (Gourd) and Mattar (green peas) too.

    One of the ladies picks up some carrot and places them in a polythene bag. She claims it is 500 grams, but Molley disagrees. She takes the bag, removes two pieces, and gives the bag back to her. She joyfully announces, Taayi– this is now aadha kilo (500 grams). The ladies contests her action, and Molley challenges them to weigh it at the nearby shop. They also threaten to do it one day and unanimously agree that they should do it. Molley smiles. The deal is done, and payment is received.

    You realise the weighing threat is harmless banter; it will be a while before anyone does it.

    The other magic realisation hits you harder. Molley is not digitally connected. All cash, no UPI/Gpay or Paytm. She is okay if you are not carrying cash and are even buying from her for the first time. You could pay her tomorrow. Complete trust in a stranger. And the regulars know. So they carry cash.

    Another lady’s bill is Rs 310, and she pays just 300. Her excuse is that she does not have a change of Rs 10. Molley jokingly says to her: ‘Bhabhi- 10-10 bacha kart oh iPhone legi kya‘ (Bhabhi- by saving 10-10 rupees- will you buy an iPhone?). Everyone laughs. The light-hearted banter adds a charming touch to the morning interaction and makes everyone smile.

    She adds: ‘Aab iss week ka tees ho gaya… pachaas hojayega toh le lungi’ (This week, you have saved thirty when it will add up to fifty, I will collect).

    You know it is not going to happen. It is Molley’s investment – a reminder- so everyone must understand that the lady has paid less and is not a discount.

    While these exchanges may seem like jest, they subtly reinforce the idea of mutual trust and respect in the business relationship.

    Meanwhile, she addresses a somewhat elderly lady- ‘Kaka theek hain? kaisi tabiyat hai?’ ( is uncle well… how is he now?) and further ventures- ‘Kai baat nahi, saab theek ho jayega’. (Don’t worry- things will be okay soon).

    Net-net

    Molley’s vegetable stand is not just about selling vegetables; it’s a MasterClass in customer relations and trust-building.

    Her approach highlights the importance of personalised service, trust, and community engagement in fostering long-term customer loyalty—an invaluable lesson for aspiring management professionals and more so in the digital world.

  • Complaint Management: Where bad experiences linger longer

    Complaint Management: Where bad experiences linger longer

    Sanjeev KotnalaWhenever there is a commercial transaction, there is a possibility of a complaint. The processes and responses to handle the complaints by a brand or organisation can transform perceptions, stabilise loyalty, and promote positive repeat purchases and references. However, most brands (including services) do lip-service to the concept. While they may standard operating procedures for complaint management, in most organisations, this department is the hidden face and unwarranted child. Most have a third-party call centre fronting complaints unless they have moved to Bot or IVR-based system, which is a different and equally horrifying story.

    All Complaint Management Systems work on set rules. They have scenario build-up for possible complaints and service delivery issues. The executive fronting the complaints is bound to play by the rule book. They are not expected to think. In fact, diversion from the SOP is not appreciated or encouraged. However, (one hopes) it is considered for future process refinement. The complaint handler is interested in the closure of the issue within timelines as they are evaluated on the number of calls and closures. The calls are mostly recorded for training purposes! Or so it is claimed. And surprisingly at times the complaint management systems suggest crazy solutions to the customer complaints.

     

    Can’t Find Fault with the Call Centres

    As a consumer, I have many issues and complaints with (some) brands. However, I realise that complaint-handling executives have hardly any leeway or authority to make decisions. Moreover, complaint escalation shows them in a bad light. I aim to register my complaint, hoping someone will look at it and resolve it. In the process, I would be helping the good brand learn and avoid repeating mistakes.

    Sometimes, I question this faulty thinking of mine. 

    Are these call centre executives not representing the brand? Don’t I have the right to a complaint resolution? Whatever the considerations, the interactions affect the customer’s disposition towards the brand and, hence, a critical part of the system.

     

    Differentiating Experience

    It is not that I have never had an excellent experience in complaint handling or it’s just that I am just a demanding customer. Trust me, a pleasant experience over a complaint or crisis helps create a stronger relationship.

    American Express Credit Cards is one of the brands with excellent timely customer complaint resolution and customer service/relations. The customer-fronting executive genuinely works and aims toward complaint resolution. At least, the impression is that they do, which is important.

    In Central India, at Dinshaw’s (dairy products) from Nagpur, all complaints land up with senior management, and they better be resolved as they are monitored.

    Brands like Make-My-Trip and Indigo (my experience) have good complaint handling. However, they have too many complaints appearing on social media.

    Then there are brands like Axis Bank, which tries to do its best and harness technology interfaces for a better experience. However, the unstable technology or a less than beta version of the apps is not resulting in the best of experiences.

    However, on the other extreme are brands like HappyEasyGo. Tough luck if you have a complaint with them.

     

    Complaining over Social Media

    A few trigger-happy, fastest-finger-first players use social media as the first port of call for complaint resolution. I believe people pin their complaints on social media when they don’t find a resolution in normal working. And if the complaint is addressed swiftly after it is featured on social media, it is still good as it kills the post. However, customers rarely go back to post a thank you or appreciation post after complaint resolution. I wish more of them would do so that others would know about the actual situation.

     

    Time To Take Customer Complaints Seriously

    In an idealistic situation, a complaint should not arise. However, as expectations and experiences differ, leading to dissatisfaction and irritation, complaints are a natural outcome. With increased social media interfaces and rising customer expectations in the challenging competitive environment, customers not only expect but demand the best experience and service – which a brand cannot ignore. They do not differentiate between local, regional, MNC, or start-ups. It is time for brands to wake up and take this part of customer complaint resolution far more seriously.

     

    Net-net

    People don’t buy products; they buy experiences that meet or surpass their expectations. No matter what you are selling, make them always feel better. People remember a bad experience more. They are likely to leave a bad review more than a good review. They will talk to more people about their bad experiences ( 5-10 times) than they will talk about a good experience. The brand has to nudge the customer to talk about a good experience or swift complaint resolution.

    In the new era of democratic voices, emotion and experience sharing, the experiences and the complaint management matter much more.

    ………………………………

    A story of mismanaged complaint handling

    Anupama, a young executive in an MNC firm, stays and works in Pune. Her parents stay in Aurangabad. Recently, on her father’s birthday, she used an urgent delivery service from an online flower and gift service company because she was a day late wishing her father. Forget why she forgot to wish on the day and let’s focus on what happened next.

    She went online- that’s what most people do. Like a new-age customer, she went through the process of ordering an urgent delivery from a reputed company that does flower and cake deliveries. She ordered a simple cake in a flavour that her father liked and a bouquet. She planned to call after the delivery of the make-good products.

    The company called to ask her if yellow wrapping paper would do as they were out of stock in the velvet colour she had chosen. Well, she appreciated their getting back and agreed to a colour change. The company, at this stage, earned a brownie point.

    As the delivery message came on, she called and wished her father.

    And that is when she realised they had forgotten to write on the cake. No message.

    It was the consignment bill that the delivery boy left in duplicate that her father knew who had sent the cake.

    In the phone call, her family told her that she couldn’t remember the date of her father’s birthday and, two, how stupid and careless she was- not to have any message on the cake. Was she so busy that she didn’t have time to add a message: say, dear Papa and wish him a happy birthday?

    It was not the desired experience and not what she was ready for. So she called the company with a. complaint.

    The next day, the front-line executive was all sorry madam- sorry madam for the mistake and then made the blunder of working by the book. The executive offered to send a complimentary cake to her father- this time with a message, not realising that it would amplify the error and make it messy.

    There was no way the diabetic dad was going to have another celebration and bite of the cake. The moment of glory and make-good was lost for the girl. And what was the compensation- well, a complimentary cake.

    Anupama knew there was nothing she could do. However, she made a mental note to refrain from using the company’s services again. She shared her experience on social media and with a few friends at the office. Anupama then deleted the 250 Rs digital voucher the company sent her as a goodwill gesture!

    I don’t know what would/should/could have been the best way to handle the situation. But the complimentary cake was not the right one. Hopefully, the company will review and recalibrate the response for the future.

  • Sorry, consumers. We’ve failed you!

    Sorry, consumers. We’ve failed you!

    Sanjeev KotnalaDear Customers, I am sorry and guilty as a member of the industry that has collectively, with the government, failed you, the consumer. I say this after Patanjali’s Baba Ramdev got away lightly with just a minor rap on the knuckles… an apology.  I can bet that the debate about Babaji’s Patanjali and its misinformation campaign will not die down quickly enough.

     

    Apology of an Apology

    Okay, so the size of the apology was increased. But it appeared once in the larger size and once in the smaller size. It is minuscule compared to the total space and time consumed by Patanjali with its misinformation campaign. Hence, expecting the audience to have the same opportunity to see the apology as they had when they saw the campaign is futile. This means that most will remain unaware of the apology and continue to be under the influence of all-powerful misinformation and miscommunication. In a true sense, if we want a real example and deterrent, the apology must appear in the same media (Press-TV-Digital) in the same size and with the same frequency as the misleading campaign. Now, that may be too much to ask, but should that not be justified for a habitual offender brand? And till it happens, the brand should be debarred from communicating in the media. That would have been justice.

    I wonder if they ran a 15-second apology on TV and digital with the same channel and platforms. Logically, they should have.

     

    The Products are not Bad, the Misleading Information is

    Before you take it otherwise, let me tell you I firmly believe in remedies and the products that Patanjali propagates. However, it is all about the hugely exaggerated, unscientific, unsubstantiated claims the brand has been pushing with heavy media exposure riding on Baba Ramesh Yoga and Ayurvedic Acharya image.

     

    This is no time for Celebration

    It is not the time to celebrate the victory. This is just a demonstration of the industry and the government’s failure to curb such brand menace.

    No time to rejoice for the apology that the brand was forced to publish.

    This is like any other time- a good time for introspection.

    An industry that expects a celebrity endorser to do a due diligent check on the brand must take the blame when it feels at the creative and media level to question misleading claims. And that is not just about Patanjali, it is about the non-healthy health drinks- the Fair that now Glows and many other such brands.

    It is time to once again call upon every stakeholder and see what genuine efforts are needed so that no other brand dares to create and release misleading communication.

     

    Two Questions

    One way in which the brand should be penalised for the long-term damage it could have created on the highly influenceable minds of the masses. The courts and the ministry must work together to ensure that even if it is a witch hunt, Baba Ramdev and the brand are made an example of it. Is taking brands off the shelf good enough? Should the brand be asked to mirror the product’s misleading campaign media plan for the apology media plan? Or should we ask the brand to provide 5% of the revenue as a deterrent?

     

    What about the Future?

    I have often said this – No One Is Worried Of ASCI and the fragmented industry. Recently, ASCI has been trying to act bravely and get some teeth by working with the consumer affairs and information ministry. However, it remains a source of a sparkling array of meticulously crafted guidelines-  which remain what they are: guidelines.  It does not have the power to sanction a brand. And without that, brands are willing to risk litigation delays and what escape routes they can exploit.

     

    It is Not a New Issue

    I had seen the brand’s damaging approach and attitude many years back. I raised the issue- the year- Baba Ramdev was fighting and defending the brand in court battles with other brands. That year, Babaji was a Guest of Honour speaker at Goafest- the advertising and marketing industry’s flagship festival. I protested that the Baba, who has refused to follow ASCI guidelines, must not be invited as a speaker at an Ad Club and IAA event. I asked the industry associations to stand together against a habitual offender of ASCI guidelines, which every brand should consider sacrosanct.

    But my voice of dissent failed to find enough takers.

    Babaji entered and exited to a standing ovation from the industry.

     

    Can’t Blame Media

    Many may even want to question the role of media. They knew what they were publishing. Advertising whose promises and claims were questionable. Were they not supposed to be the guardians of audience rights? Well, one should not expect them to start scanning every campaign and sit in the seat of justice. However, the creative and the media planners must answer – what they were doing. Everyone wanted the cream till the party lasted.

     

    ASCI and Polite Self-Governance/Self-Regulation is Not Working!

    We are the noisy, naughty students in preparatory school who need the teacher in the classroom to enforce discipline. Our attempt at nudging the misguided brands to follow the guidelines has failed. Most brands smoothly side-step and repeatedly flout guidelines- knowing nothing will happen and nothing happens.! ASCI asks for an explanation. The brands take time to provide. Then, if the communication is found fault, the brands silently say sorry, and the business goes on; otherwise, everyone would have learnt their lessons by now. Sometimes, like Patanjali did, the brand takes ASCI to court.

    We need something more. It is not working- it is so broken- we must do something about it. How long can the audience be asked to sacrifice their interest in the absence of some real action?

    The brands that flout the rules are big brands. They understand the legality and how to escape it. They do it knowingly. There is an intent behind every action of the highly paid planners and creative and strategic people. They do it because industry self-governance is toothless and needs to be fixed.

     

    We failed the Industry & the Audience

    The creative agency, if any, willingly follows the brand directive. It dare not ask for substantiation. It will never refuse the work- because many others are in the line to do it.

     

    ASCI must get teeth or…

    ASCI must graduate from an industry body of guidelines to something that still constitutes the same way but can enforce discipline. It should be powerful to dictate the terms, and the media and creative industry must accept the ruling.

    It may lead to many court cases. The cases will further clarify what is allowed and what is not. Maybe the Ministry of Information and Broadcasting should foot the bill for these cases.

     

    Net-net

    ASCI must be given Teeth as the first port of call, or a decision/penalty/guidelines enforcer or some other framework must be created to address it. 

    Trust me, Exaggerated, False, and Misleading Claims will continue to be created and released, putting the public at large at risk because we lack a system to quickly address and nip them in the bud. Patanjali has been doing so for more than a decade- and hopefully, we in the industry know that by allowing a brand this free run, we have not lived up to our duty and responsibility. 

    We, as an industry, have collectively failed the audience.

    Let the recent happenings on the FMCG Health front, and Baba Ramdev/Patanjali be a call to wake up. If we do not self–govern, the law will govern, which may be a sad phase.

    Maybe every marketer, communicator, brand custodian should take a print of the Patanjali apology, frame it, and hang it in their room. Just to remind them not to participate in any process of creating or releasing misleading communication.

     

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

  • The Cred-isation of Advertising. But not everyone gets it

    The Cred-isation of Advertising. But not everyone gets it

    Sanjeev KotnalaCred has evolved from its previous style of communication, which was often misunderstood but has been effective. Though forced, there has always been an attempt at being humorous and there is a storyline that delivers the message. Here is the recent ad, sharing the longer version of the Rajamouli ad. The other ads featured Illa Arun and Leander Paes.  The Cred way of advertising indeed has a history of consistency.

     

     

    Learning from Cred

    TheCcred way of advertising has a history of consistency. Remember Govinda  and other star auditions, the Goof for Great, Cred bounty and even something I just discovered and had not watched earlier- typical Cred- the claw  (is that really Cred?!).

     

    Meanwhile, many brands have learned from the Cred Institute of Advertising and are attempting to make advertising simple.

    Have a message.

    Maybe have a celebrity.

    Create communication that repeats what you want to say.

    Say it simply enough.

    In the name of creativity and humour – try a condescending tone.

    And most likely, there will be enough consumers who will try you out.

    If you have the budget, you can attempt multiple edits or celebrities. However, that is not an essential requirement.

     

    Make My Trip

    Have you seen the Real Hero campaign of Make My Trip, where celebrities are hinted at but don’t show their face? It is where Cred was ages back. I am surprised at the campaign- which keeps spraying bullet point statements from a PowerPoint presentation – and even has to point out that Make My Trip is the real hero. So they have their Moves Don’t Lie, Breathless, Steamy and  Bhidu Shakespeare- Jackie Shroff. Why, when you have such a great pair of Alia and Ranveer Singh doing a great job? Not that I liked their latest ad for first international travel. But every brand is allowed some goof-ups.

     

    HDFC PayZap

    HDFC is one of these advertisers that uses the Cred strategy of plain, iterative, repetitive, simplified, and no-storyline advertising. I must agree that Cred always had a storyline holding its creativity, and hence, the HDFC PayZap act with Virat for its payment platform is an innovation. However, one can cite the various restrictions one faces while using IPL association for advertising, and really making a good ad is sometimes difficult.

     

    MRF ZLX

    Talking of Virat, MRF, another brand endorsed by the celebrity, has recently made some friendly additions to the message, but it is still MRF ZLX or whatever that is supposed to meet.

     

    Many brands have believed that the punch line- an end dialogue that can be repeated sticks and makes the brand memorable. Well, the SBI ads are trying to do the same – ‘I will upgrade to Cred’ with ‘Janata hai uska Bank kaun hai’ almost like ‘Mera baap kaun hai’.

     

    Net-net 

    Now, before you get me wrong, the ads may be working, or the metrices must be showing them to be working. Maybe Cred-isation is the need of the hour in the shortened attention span and fragmented media reach. I am not sure, but I would love to know your point of view. However, I must say that the excitement, the humour, the smile and the aha moments are missing from these communications- maybe that is not what advertising is expected to do anymore.

  • Clean Indore’s Next Challenge: Taming Traffic Chaos

    Clean Indore’s Next Challenge: Taming Traffic Chaos

    Sanjeev KotnalaI don’t understand Indore. How the logical, sensible people who understand civic duties and needs like cleanliness forget their responsibility towards traffic sense and rules?

     

    Indore The Cleanest City

    The city, which changed how its average citizen treats and disposes garbage, has failed with other initiatives. Indore has been the cleanest city in the country for almost a decade now. It is said that Indore processes over 1,900 tons of urban waste every day, which helps the city fuel its buses and gives it crores of rupees. And hold it, Indore segregates garbage into six distinct categories at a collection point. It must be happening, but I am yet to witness it at the household or society level.

    However, the truth remains that it has been declared the cleanest city repeatedly. The credit goes to the management (Indore Municipal Corporation) and more to the citizens of Indore who have undoubtedly played a significant role in making the city neat and clean.

    A clean city is only possible when the habits of the citizen and their outlook toward cleanliness are changed. The change is evident in the surroundings.

    So, someone knew the magic spell- the trigger to press and the pulse of the city.

    It is the same city that was ranked 25th in 2016 in the list of 73 cities and then has continued to rank 1st in the following years of the Clean India Mission Surveys.

     

    There Are Chinks in The Clean Mirror

    One sees the work and processes that keep the city clean.  However, the status may be the cleanest city, but the ground reality does not evoke the same confidence.

    Yes, there are public toilets at a fair distance. And you don’t see people urinating or defecating in the open.

    The roads are mostly clean. At least the main roads are.

    My doctor treating me for an upper throat infection, instructs me not to go for a morning walk on the main street as it is dusty with the morning weeping of the roads.

    People take pride in their city being the cleanest. However, most of the cleanliness drive workers are without gloves or masks.

    The affluent (and mostly literate) pet owners do not pick pet poo from the roads. No amount of logic works. More so, they give you a weird look as you diligently pick the poo- place them in the bags and deposit them in the dustbin. Their looks question you. It shouts. Are you mad?  Why, someone will pick it up and will you pick the poo of the stray dogs too! I don’t know where the Indore pride of the cleanest city vanishes on such occasions.

    There are spots along the roads where families leave their trash in plastic bags, which are picked up by the workers. It is clean but not as clean as the cleanest village in the northeast.

    Something has worked for the cleanliness drive.

     

    You can’t be No 1 in everything.

    Being No 1 for a long has somewhere instilled the thought as a habit. James Clear would appreciate it- because, yes, cleanliness is somewhat of a habit in Indore.  However, the system and the citizens are misguided in knowing their limits to behaviour change.

    Indore must have been the cleanest election. You hardly saw posters- banners or loudspeakers in action. No one is talking of the manifestoes and the need for the promises to be made. However, towards the end, there was an intense activity by Congress for people to go and vote NOTA.

    As the city wanted to achieve the highest percentage of voting and become number 1 in voting- even Voting for NOTA in an almost No-Election was desirable.

    The thought was right, but it was an over-expectation. It was doomed to fail. Even the ‘Run for Vote’ Marathon had limited participation. There were orphaned posters and sponsored by retail chains and educational institutes promoting an attempt at maximum voting plastered over the city. A waste of time after BUMB the Congress candidate withdrew his candidature and joined the BJP. The task of getting the voters to visit the booth during the heat wave made it further challenging.

     

    Here is the cause to be the No 1. TRAFFIC

    Indore citizens are proud of their cleanest status and now even shun the otherwise welcomed comparison as a Mini Mumbai. They are in a Zone of itself.  I am not from Indore and, hence, I have many cribs, unlike a person from Indore who has adapted to life and thrives in the scenario.

    Whatever has worked in the cleanliness drive has failed to show results in another aspect of governance or initiative. And I fail to understand it.

    They are the same citizen. The initiatives are for their benefit. So, why do they refuse to follow them?

    Are they rebels? Or has the cleanliness drive had some negative impact, too?
    Are people feeling let down?

    Do they think that if they join in for any other initiatives, they will be trapped? It is a one-way street, and they will lose the freedom they so enjoy and want.

    Being the best puts pressure to behave continuously. Then being just Good is not enough.

     

    Indore needs Traffic Sense.

    Can someone help the town with a sense of driving?

    It is illogical. It is mayhem. It is depressing, irritating, and frustrating.

    People crisscross without any respect for lights, police, cameras or zebra crossing.

    In the main squares, it is like the WhatsApp videos you see of traffic going from all directions. Well, the light gets green just for sufficient time for the person to sprint to the next side. And you better sprint and find your way to the next side. Surprisingly, there are hardly any accidents.

    The service roads convert four-way traffic to 16-way traffic. And that excludes the BRTS.

    Everyone is in a hurry. No one wants to wait.

    The traffic police watch uninterested.

     

    A Revenue Stream in Waiting.

    Trust me, if the traffic violators were to be diligently challenged in just two main traffic crossovers a day, Indore could get huge revenues.

    Additionally, maybe the Indore rebels will be tamed.

    Maybe we need a start-up or an NGO to do it with the Indore Development Authority and Indore Municipal Corporation.

    Pedestrians have perfected the art of crossing the road through this Brownian moment traffic.

    Hardly anyone wears a seat belt or helmet.

    However, you find abundant use of the Chunni guard. The woman wraps around their head and faces to save their skin from sunlight and pollution.

    It proves that Indore people do have the logical sense to make the right choices.

    The food vendors have their own stalls on the service roads or covering the footpath. But they all have a waste basket for the trash.

     

    Can Indore grow from Cleanest to a Model Smart City?

    So, do we have anyone who completely understands what worked for the cleanliness drive? Will someone take the initiative to do the same for traffic control?

    So that Indore can grow from being a mere cleanest city to the most model city worth living.

     

    Net-net

    Yes, Indore is clean, and even the street vendors keep the place clean.

    However, if it really wants to be the best city and a smart city, the citizens of Indore must grow up and follow the rules. Maybe then the pride could swell. Maybe then the other cities could understand and follow the way. The citizens of Indore have demonstrated through the cleanliness drive that it is the place for such experiments. So, if you do want to be number one is something, I have a list- but can we start with Traffic?

    If you want to read more about the Indore Cleanliness Drive- read it here – INDORE SMART CITY.

  • Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Sanjeev KotnalaThe excitement around AI-generated content is palpable. AI promises to fulfil a wide range of creative and functional needs quickly and efficiently. It can write books, blogs, and articles, design advertisements, create social media posts, develop visuals, and more. However, the surge in AI-generated content raises questions about originality and copyright protection for commercialising the content.

     

    Sourcing v/s Plagiarism

    Based on human prompts, AI generates content by accessing a vast repository of digital material and synthesising it into new works. This process often involves repurposing existing material, raising concerns about plagiarism. The AI doesn’t create original content; instead, it reconfigures what already exists, often from sources with copyright protections — something human creators are not allowed or expected to do. Genuinely speaking, it is a new form of an old problem- plagiarism.

    Before you point out, let me say that many human creators do the same! For example, I accessed many articles for this column, assimilated my thoughts, and then presented my point of view. So, what’s wrong if AI does the same? The AI does not superimpose its thoughts and thinking while recreating- recrafting what it proposes.

     

    Shaky on Copyright

    Copyright protection hinges on three main criteria: originality, a tangible medium, and human authorship. While AI-generated content might meet the requirement of being in a tangible medium, it falters on the other two fronts. AI content lacks originality since it is derived from existing works. Remember, the test of originality looks at substantial similarities and not differences. And it definitely fails the test of human authorship as algorithms, not humans, generate it.

    Unless the rules are changed- the AI-generated material cannot be commercially protected, which may be why most Generative AI programs promise the user the freedom to use or say they own the content!  However, if you were to try copyrighting it- you would be disappointed.

     

    The Debate on AI vs Copyright Continues

    The debate around AI and copyright is ongoing and complex. Some argue that traditional notions of copyright are becoming obsolete in a rapidly evolving digital landscape. Others believe in democratising content and universal ownership, valuing productivity and accessibility over strict copyright enforcement. You can ignore this debate if you feel the same way.

    It’s important to note that the debate on AI Content Copyright and the rules to harness AI capabilities within a safety net of universally accepted guidelines are ongoing and of significant relevance. This is a topic that we will be actively discussing and trying to resolve for some time.

     

    Case for a Disclaimer

    To maintain transparency, content creators should disclose the use of AI in their work. This would help differentiate between predominantly AI-generated content and content primarily created by humans with some AI assistance.

    Some digital content creators do mention if AI was used in content development. It may not be a case like the News and Advertorial, but the audience has the right to know. What do you think?

     

    Humanising AI Content

    Many creators use AI for initial content generation but rely on human creativity to edit and refine the final product. This practice, while common, does not solve the issue of originality since the AI’s role in content creation remains significant. Do not consider it a possible escape route to claim the originality of content. It would not pass the test.

     

    Individual Point of View

    Opinions on AI-generated content vary widely. The lack of consensus on copyright and commercial protection for such content leaves many questions unanswered. The debate will continue until the lawmakers and stakeholders work towards a shared understanding and framework- which is not expected soon.

    Possible solutions include stricter regulations on using copyrighted material in AI training, more explicit guidelines on the attribution of authorship in AI-generated content, and the development of AI-specific copyright laws.

    Many question the futility of such a debate. They question if it matters when the content is relevant, impactful, and to the brief. Is there a problem if no one objects and claims copyright?

     

    Net-net: AI Is trained on Pre-Existing Content

    AI training involves using pre-existing, often copyrighted content without explicit permissions or commercial transactions. This practice can lead to a homogenisation of creative works, potentially stifling originality and creativity in the long run.

    Many global and national content creators refuse AI permission to access their content for training. Is that a step in the right direction?

    Or would you want to access AI and check the politically correct stance and response?

     

    DISCLAIMER. This article first had 1063  words, then AI condensed it to 383. What you read is the Humanised version (741 words) of that condensed article- as the condensed version lacked and blanked out many human thoughts- still with the use of AI- I do not claim to be the sole creator of this particular piece of work.

  • All roads lead to Goafest 2024

    All roads lead to Goafest 2024

    Sanjeev KotnalaThis year, my second-favourite festival of advertising and marketing – GoaFest, relocates to the picturesque hillock by Powai Lake in Mumbai. Despite the change of scenery, the essence of Goafest remains intact. Scheduled at the height of summer during the sweltering ‘Nau tapa,’ it promises the same exclusivity as the Grand Hyatt Goa. Fear not; the accomplished management team ensures continuity in excellence and execution.

     

    Goafest has significantly evolved over the years, shedding its initial entertainment-heavy façade for a more serious, business-focused atmosphere. The transformation reflects the industry’s current realities, with a noticeable reduction in entertainment elements. Pre-session entertainment is now limited and doesn’t set the mood for the serious awards or the informative afternoon sessions. However, the night-after parties still provide ample opportunity for networking and letting loose, albeit within friendly organisational circles. I miss the more relaxed vibe of earlier editions.

     

    Kudos to the organisers for enhancing the knowledge sessions. The event now features keynotes, interviews, and interesting discussions. However, clearly catering to audience preferences, a marked enhanced emphasis on celebrity guest speakers. This raises a pertinent question: Should association-led, fee-based events prioritise audience desires over their foundational goals? Striking a balanced approach seems to be an elusive target for Goafest.

     

    The relocation of GoaFest from Goa’s beaches prompts a re-evaluation of its geographical anchorage. Opinions are divided: some advocate for Mumbai due to its status as an industry hub, while others suggest rotating the location annually. This year’s participation will offer crucial insights into this ongoing debate.

     

    Timing is another crucial aspect under scrutiny. Given the industry’s low activity in April and May, these months appear ideal for higher attendance. Yet, climate conditions, the IPL season, and elections every fifth year suggest a shift to a post-monsoon, pre-festival window or a February prelude, positioning it as the first significant advertising festival of the year.

     

    Goafest is still to address three persistent challenges, even though there is no lack of effort. But, somehow, the results are missing.

     

    First, client-side participation remains low. Second, the ever-expanding list of awards diminishes their value. Third, international participation in both awards and attendance is lacking. While there are no easy solutions, enhancing client involvement could significantly elevate the festival’s prestige and indirectly also address the lethargic response.

     

    A final, somewhat controversial point: Are we burdened with too many awards functions? The coexistence of Kyoorius and Goafest within a tight timeframe begs the question. Despite their distinct identities—one is association-led, and the other a privately promoted—both events draw industry attention. However, financial constraints and the rise of digital participation threaten their sustainability. This duality fosters polarisation and factionalism within the industry, necessitating a thoughtful resolution.

     

    While Goafest continues to adapt and thrive, it must address these critical issues to retain its relevance and prestige in the dynamic advertising landscape.

  • Spam Chronicle- The Insightful Charade of Corporate Connect

    Spam Chronicle- The Insightful Charade of Corporate Connect

    Sanjeev KotnalaEvery week, my inbox is inundated with spam, a relentless nuisance we all grapple with. Despite my best efforts to fend them off with auto filters, blocking, reporting as scams, and the futile act of unsubscribing, one persistent pestilence remains impervious to these measures. This unyielding onslaught has driven me to publicly vent my frustrations, in the hope that others might find solace in my shared plight.

    These infuriating emails always begin with a polished, almost poetic charm. They deftly employ every conceivable tactic of written NLP to nudge and influence, all under the guise of offering me a platform to share my ‘inspiring entrepreneurial journey’ with their ‘global readership community.’ It’s a masterclass in deception.

    The true intent soon becomes clear: they propose elevating my advertising prowess by featuring me in a paid write-up adorned with ego-stroking titles like “The Most Impactful Entrepreneur of The Year 2024” and “Global Entrepreneurship Honour & Award-2024.” Clearly, they believe I and my Brand and Marketing consultancy is ready for the global stage. How can I see such benevolent entities as spam?

    The pitch includes social media promotion, advertising space, press releases, certificates, trophies, and complimentary magazine copies. The email concludes with a mandatory-sounding plea: “If you don’t want emails again, kindly reply later or click Unsubscribe.” I’ve pressed this button countless times over the past few years, only to see new “opportunities” spill into my inbox each week.

    Their offers extend to exclusive sponsorships, promising effortless awards delivered to my office. No travel, no wasted time, and no hefty payments. They assure me that this recognition will bolster my authenticity within the business community, complete with a press release to plaster my photo across 45+ media outlets like Hindustan Times, Outlook India, and Zee Business. Notice the cunning use of “with” rather than “in” when describing their promised features.

    Upon calling them, they apologetically admit and make me realise I’m merely part of a list. Every call ends with them vowing to act, but invariably, they continue to spam. Perhaps they hope I’ll eventually succumb to their persistence. Their inability to update their list is evident–they remain clueless about the size of my brand and marketing consultancy, indifferent to the nature of my business. But, I do suspect that their email marketing is successful in giving them enough leads looking for ego massage.

    I feel compelled to share this “opportunity” with the wider public in the spirit of corporate social responsibility. So here it is, straight Insight for a much larger Corporate Connect. It is a self-proclaimed media titan renowned for its business acumen and predictive prowess. Boasting a history of featuring over 4,000 business leaders across 7,000 pages. You are promised a heightened Corporate Connect as an industry leader and shared insights to uphold the lofty standards.

    Let me know if you’re interested in joining this farcical parade, and I’ll gladly share their contact information. I will do so only with genuinely interested parties who promise not to spam these benevolent corporate saviours.

  • Sanjeev Kotnala takes a look at the possible impact of electioneering and the results on a politician’s brand after the 2024 General Elections

    Sanjeev Kotnala: Elections 2024 – Political Brand Image Impact

    Sanjeev KotnalaThe first phase of the Indian Political league- the Lok Sabha elections has lived up to the expectation of throwing surprise results and proving almost all the exit polls wrong. As the day election rounds progressed, the ground-level buzz clearly showed that the 400 promised mark and demand by BJP would not be realised. However, one was unsure of the rejuvenated rear-guard offensive from I.N.D.I.A. The parties must introspect to recognise where they have scored and where they have faltered in reading the voter’s mind.

    The political reasons and cause-effect analyses are beyond the realms of this article. However, as we discuss further if certain political maestro brand images have been affected, we will be forced to look at them.

    A political leader’s brand image is much more complex than a corporate leader’s or any other understanding of a personal brand. It is a function of the current and archived history of action, reaction, and inaction. It gets impacted through promises made, kept or broken. The alliances and opposition are more prone to the actions of their supporters and rival parties.  Today, another element of misinformation and fake messages further complicates the situation. Managing a politician’s brand image in an election year takes work.

    Here is a look at the possible impact of electioneering and the results on a politician’s brand after the 2024 General Elections. It synthesises a small population mostly on social media and primarily in urban areas, but I believe it is quite directional and representative of reality.

     

    RAHUL GANDHI. IMAGE ENHANCED

    ‘Pappu’ has finally delivered. It is immaterial if it is his doing, a coincidence, or if he has finally started listening to his advisors.  Though most citizens shudder to think of him as PM, he has bounced back as a political leader. In the process, he assured that Congress has that extra bounce in their stride and is no longer limping.  The Results Day press address was also far more balanced and articulate. And if a win does that to a person, the nation should be happy. At his ripe age, he is finally no longer the baccha of politics but someone who demands and gets respect, even if it is limited in its appeal. However, he should avoid taking the mantle of the  Leader of the Opposition and use the time to consolidate his gains.

     

    AKHILESH YADAV. SERIOUSLY SHINING

    Akhilesh Yadav is another standout politician in the messy political arena. He has captured the spotlight. While his political methods may be subject to criticism and debate, his rise from the ashes and his ability to live up to his father’s legacy cannot be denied. His political journey is a testament to his strategic acumen and his ability to navigate the complex world of Indian politics. He is willing to experiment, adapt and be flexible wherever needed, and that may make him a progressive leader to look at in many eyes.

     

    AMIT SHAH. IMAGE INTACT

    Amit Shah, in his unique way, has maintained his strong image. He is perceived as a tough taskmaster, a quality that has undoubtedly contributed to his success. His significant victory and comparison to Sardar Patel as a home minister are testaments to his political prowess. Despite the challenging political landscape, there is little doubt that he will continue to deliver, which should instil confidence in his supporters.  Notwithstanding strong rumours and negative explanations of his more than desired interference in UP- a state where BJP performed much below expectation. He still lives unscathed.

     

    MAMTA BANERJEE. NO IMPACT

    BJP not gaining any seats in Bengal and TMC having a clean sweep reflects greatly on her political acumen. Her decision to go solo in Bengal is another feather in her cap. The outsider’s view of a very skewed minority appeasement and focus and poll violence, scams or crime somehow does not seem to impact her.

     

    SMRITI IRANI. THE CRUSADER IMAGE INTACT

    Even after losing by more than 1.6 lakh votes, Smriti Irani’s image as a goliath-slayer politician remains intact. She has worked for her constituency and was expected to win. Her defeat surprised everyone, including the winner. She has emerged unscathed. The loss is ascribed to low party support in her area and misplaced party confidence.

     

    NARENDRA MODI. DUSTY MIRROR

    The 2024 election was supposed to give further strength to PM Narendra Modi. The unprecedented and expected results would have allowed him to make unpopular decisions in favour of the country’s future.  This possibility was feared by many voters who voted in blocks and saw it damaging their personal and religious choices.  The reduced margin of win in his constituency, too, has impacted his brand image. He is no longer infallible.  Modi hai toh bhi Mumkin nahi hai.

     

    However, it is not the image that has taken the beating; it is the mirror with a layer of dust.    All he needs to do is wipe it clean with his style of functioning.   Now is the time for the next chapter. Refurbishing the image in a different battleground and with a coalition government will not be easy. Only a tough, no-nonsense decision-maker approach would help.

     

    SHARAD PAWAR. THE OLD FOX HAS MORE TRICKS

    Sharad Pawar is an enigma in Indian politics. He is a survivor and called Chanakya for apparent reasons. He has further strengthened his role and image in Maharashtra and national politics. You cannot count out this kingmaker and a shrewd negotiator influencer.

     

    ADITYANATH YOGI. STANDS STRONG AS EVER

    Though it is his state where the major collapse of the party happened, he is not being blamed. His image as a no-nonsense person who has hugely turned over the state law and order situation is intact. Though the loss in Ayodhya- Faizabad arena and loss of seats hurt the agenda, people respect him.

     

    NITISH KUMAR: WHERE IS THE QUESTION OF CHANGE IN BRAND IMAGE.

    His image as the Aaya Ram Gayaa Ram of Indian politics and one of the most opportunist people is further strengthened. How he negotiates further with concessions and support at the state and portfolio and power in the centre would define the future image.

     

    CHANDRA BABU NAIDU – GAINED.

    In the case of – it is a bit different, and it is time for him to strengthen his political brand further.

     

    OTHERS.

    Many leaders live in the reflection of their party performance. But all of them are at a stage where their image is affected by the image of the above stalwarts. A few among them, like Rajnath Singh, Nitin Gadkari, Shivraj Chouhan, Annamalai, Uddhav Thackeray, Chirag Paswan, etc, have emerged stronger. Leaders like Fadnavis, Abdullah, Mehbooba Mufti and Ajit Pawar have seen a bit of erosion. However, you can’t write off anyone.  The coming 6-9 months will be exciting, and the political arena will be fascinating to watch.

  • As a nation, we have never attempted to define what direction the country plans to take cohesively, writes Sanjeev Kotnala

    Sanjeev Kotnala: Elections 2024: No one to blame for collective failure..

    Sanjeev KotnalaThe country’s deep-seated polarisation at the individual, regional, and caste levels has set the stage for a coalition government, reflecting the nation’s collective indecisiveness and failure to make up its mind. The results have surprised everyone: the elected candidates, the parties, the losers, and the voters. It has been unique and hugely secular in that way.

    Will it be the end of mandir-masjid politics and the start of a more focused economic development that is beyond colossal government infrastructure investment? No one knows. No one other than the voters can be blamed for this fiasco of a coalition government. On the other side, you can’t blame anyone.

     

    In the past, many governments have failed in their duty of collective, inclusive development at the social level and have trained to ingrain these segmental understandings in our brains.

     

    Ironically, we have a weak government when the economy is on the cusp of a significant leap. This is a government that, by its very nature, must contort itself to accommodate divergent agendas and respond politely with kid gloves to protests and dissent, even if they challenge established laws.

     

    We have voters who have not voted, voters who have voted without much thinking and finally, voters who have voted after enough deliberation. Who has been right in their decision is a moot question. And it is not so simple to answer.

     

    Many did not vote, thinking the election was a sham as the ruling party is so confident of 400+ seats. Many did not vote, thinking there should be some truth in the opposition coalition’s claim of EVM tempering. And many did not vote- assuming they didn’t make a difference. Many did not vote, knowing their vote could make a difference, but there was no right candidate. Who is right is debatable. And nothing would change unless we made voting compulsory. However, it may not be enough to change the structure and quality of representatives at the parliament level.

     

    Many voted on a party basis. Many who would have voted on a party basis failed to vote. Many voted for a face, and few for the name and the person. No one can be blamed.

     

    Many rightly believed that a strong opposition is a need for an excellent democratic setup. These voters never believed their collective thoughts could result in a hung parliament. No one can be blamed for having such thoughts. And nothing would change unless we have a two- or three-party system. Which anyway is not going to happen.

     

    Many wanted reservations abolished and believed that it was their right and must continue. We as a nation have failed to bite the bullet of reservation. Many thought the minority would be penalised further, and many believed that the appeasement of the minority would be detrimental to the rights of the majority.

     

    As a nation, we have never attempted to define what direction the country plans to take cohesively. No one can be blamed.

     

    A massive chunk of the population still lives under the strong impression of well-directed miscommunication campaigns that projected possible constitutional changes. A dictatorship in the making. And possibly the last democratic election in the country. The political ego- confidence and complacency have been confusing for many. So, who can be blamed for all of it?

     

    A substantial minority group egged by the greed of power politics was almost sure that a skewed win for one party would end their freedom. A uniform civil court will challenge their internal laws. On the other side, a vast majority believed that the other part would reconstruct and possibly redefine the wealth and end up blocking opportunities for the silent, fragmented majority. Unfortunately, this majority never voted in blocks. No one can be blamed, but they must introspect and understand the damage they have inflicted on their Wishlist.

     

    Politics is an arena where everything seems to be justified. There are winners and losers, and that is all that matters. Value-based politics is a misnomer across party ideologies. The crosscurrent of protective turf politics far more dictates the candidate choice than the idea or thought of country benefit.

     

    No one can be blamed individually, but we, the country’s citizens, must introspect and decide where we are headed and want to go. What is right for the country, even if that questions our desires and wants? It would be good to use the time to understand our agenda, politics, and politicians a lot. We should put them in the crosswire and continue questioning what is happening.  Maybe the next election is where the country would give someone – most probably the right individual and party a strong mandate. Maybe if the political parties and politicians also raise similar questions, it could help redefine the agenda. Because they, too, don’t know who to blame or who to credit for their vignetted performance and reversal at many places.

  • Ideas for Ethical Practices in the Client-Agency Ecosystem

    Ideas for Ethical Practices in the Client-Agency Ecosystem

    Sanjeev KotnalaSelf-declaration is Self-Regulation 2.0, but it is there because many agencies and clients have repeatedly defied the guidelines. The industry is trying to sort out the ambiguity on the process, coverage, and practicality of self-declaration. It is time to address some other issues, or a third-party intervention to regulate them is a sure possibility. These are issues the advertising-marketing industry has grappled with little success.

    Issues of ethical behaviour and fair play issues. These include unethical practices like plagiarising content, releasing unpaid-for work, exploiting ideas sourced through pitches without compensation or promoting concepts developed by previous agencies without agreed proper credit or payment. Trust me, the problem is far more significant than the small number of cases that get noticed or reported on public platforms.

    The faith in the senior clients and industry stalwarts to act ethically and responsibly has repeatedly proven to be misplaced. After all, it is usually the very literate, aware clients who take calculated chances in full knowledge of their internal system and approval processes.  The unjustified actions show their trust in their unethical actions going unchallenged. There is a definite absence of deterring penalties, and the slow pace of arbitration exacerbates the situation, turning these acts into one of smartness rather than infractions.

    Industry associations have not been entirely passive observers. However, they have been unable to impose penalties or ensure compliance due to their limited mandate. We need a paradigm shift towards practical solutions that promote ethical behaviour within the industry. Self-regulation without outside intervention is preferable. A robust self-regulatory initiative with a broader scope, wider acceptance and compliance is required.

    Here are some crowdsourced ideas. They are not fully practical or tamperproof, but they are an excellent place to start the internal Manthan.

    REWARD THE IDEA.  Reward the creative agencies for their ideas, even if they have been executed/implemented by some other agency. This will ensure the originating agency receives recognition and reward for its intellectual property and the client does not run away with a Big long-term idea paying a short-term engagement fee.

    REWARD WITH 10% OF THE INCREASE IN BRAND VALUE. The agency that creates the branding idea gets 10% of the increase in brand value published as an asset in the client company’s annual report. Brand value is monitored by an independent firm of CAs. To help agencies retain their top talent 5% of these ‘brand success fees’ go to the team that created the branding idea as long as the team members stay with the agency. (Sumit Roy, Univbrands)

    CMO & BRAND ETHICAL SCOREBOARD. A process-led, publicly accessible, transparent system and process is maintained at the industry level. Everyone starts with equal points. Points are deducted for guidelines violations, unfair play and non-adherence to guidelines. The scores are available for anyone to check. It becomes a strong point and process if the brands refer to it as a checkpoint before hiring, and consumers can check while making their product decisions.

    UNIONISED MARKETING ADVERTISING PROFESSIONALS. Mandatory union membership is required for all marketing advertising professionals. Companies can and should only hire union members. The union has the power and the authority to sanction non-compliant members. The members must remain updated aware, and follow all the processes and guidelines, including ASCI.

    BLOCKCHAIN-SUPPORTED CREATIVE VAULT: All creative work is timestamped and stored in the blockchain-supported creative vault. A verifiable record is available to combat plagiarism and protect intellectual property.

    PITCH TRIBUNAL: An industry body or part of an industry association that oversees pitch processes. It ensures fair compensation for ideas and pressurises clients to adhere to ethical pitch practices.

    APOLOGY WITH AN IMPACT: Apologies for guideline violations must be released, and a minimum of 30 per cent of the media weight of the executed media plan must be obtained. It can help rebuild trust and maintain transparency, ensuring the apology is an apology of substance and a warning to others. Ensures the client does not get away with a token apology for a large campaign. Ensures that the audience exposed to misleading communication has equal chances of being exposed to the apology and be better aware/warned.

    ADLAUNDRY: Like Newslaundry, an independent watchdog led by experienced advertising professionals who act as fact-checkers and myth-busters, ensuring accountability within the industry. (Rajiv Shukla, Partner Resonance Consulting)

    Self-regulation remains the best approach, but it must be enforced with more robust measures, including reprimands and penalties. Saurabh Mathur, an entrepreneur with 30+ years of experience, aptly captures the ethical debate by suggesting the four fundamental rules that the industry must ensure: Nothing is Free. Pay for What Isn’t Yours: Fair Co-Creation Compensation and Credit Where Due.

     

    NET-NET: While these ideas may not be foolproof or practical, and some may sound silly, they represent a possible starting point for a more ethical and compliant industry. The challenge remains to craft a most agreeable, accepted solution and implement it in all fairness. It may foster a culture of fairness and respect in the client-agency relationship. The other challenge is to have a robust system, and the industry will creatively find escape routes and loopholes to exploit.

    The industry must act and take it into the discussion for an early solution; otherwise, it may be too late, and it may not be able to resist a third-party intervention- which may kill it.

    Meanwhile, on the issue of SELF-DECLARATION, I must add and reiterate that if your ads are not misleading information or false claims and comply with the ASCI and other category regulators’ guidelines, there is nothing to worry about.