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Category: SANJEEV KOTNALA

  • The power of collective praying could help to re-align global resources, writes Sanjeev Kotnala

    Sanjeev Kotnala: Coronavirus and the secret of collective Praying’

    By Sanjeev Kotnala

     

    Prime Minister Narendra Modi tried to harness the power of collective praying. He asked citizens to align their thoughts into the application of appreciation of the ‘Daily Life Heroes’ at 1700 hours on March 22, 2020.

     

    We know what happened. The instruction was incomplete. At the precise hour, at 1700 hours, people came out on street and started celebrating. It was not what Mr Modi wanted. But people were behaving as if Coronavirus was already defeated. There was no dictated dedicated focus.

     

    It made me think and I revisited the ‘Laws of Attraction’. Many call ‘Laws of Attraction’, a pseudo-scientific theory. My small-scale experiences have been different. So, I wondered if Laws of attraction in someway could help us in the war against coronavirus.

     

    22 March.

    On March 22, we were not in sync with the thought. We failed to take the moment and convert it into a powerful synchronised moment of collective prayer with conviction and determination.

     

    The Laws of attraction simply says: “like attracts like”. What we think is what happens. Whatever consumes our thoughts is what we will eventually get in our life. If we only think of all the things we don’t want in your life, we will only get the things we don’t want.

     

    We can cause nature or that unseen power to roll the dice in our favour if we totally dedicate ourselves to the desired outcome. And, it only works, if we have the confidence that it will happen.

     

    Now if I look back, the media news on Coronavirus is getting scarier by the day. We all have more negative emotions, feeling, fear and anxiety. The good parts are tucked somewhere. Moreover, good news is doubted and people refuse to believe it. We have active cases counts and the deaths. There is no focus on count of people who have recovered or people who have been saved.

     

    If we link ‘The Secret’ it to the power of collective prayers… not on an individual or regional level but something on a global scale, will it work?

     

    Prayer Is Our Way Of Communicating With Gods.

    A prayer re-establishes our dedicated, selfless service relationship with the undefined external powers, and even nature itself. Collective prayers and joint celebration exponentially raise the power of our prayers.

     

    Prayers and the Secret or the Laws of attraction have never been scientifically proved. However, there are enough people who do believe in it. Many have self- experienced the power of collective praying and dedicated attraction and devotion to things and events.

     

    Sustained Collectivism.

    Try this power of collective praying and laws of attraction. You are not going to lose anything. So every day at 5pm, we could take time out and tell ourselves with full conviction what we desire.

     

    The prayer could be as simple as ‘Dear God. Thank you for all we have right now. There must be something right in your will to make us bear the pain and pressure of Coronavirus. We may have got the message you want to deliver. The earth belongs to all of us. Forgive us for our greed and unplanned unsustainable robbing of Mother Nature. And please remove this Corona Virus from this world. Please make this world the same happy, chaotic place, and we promise we will now be a better citizen of this globe’.

     

    Secular Virus.

    The virus is the most secular thing you can find on the planet earth. It does not differentiate between caste, creed, colour, age, gender or social  strata. Don’t believe that nothing will happen to you. So follow the precaution and all instructions.

     

    Power Of Collective Praying.

    The power of prayer is not dependent on the strata of the person, the amount of donation or the number of times one prays, but only on the passion, dedication and the confidence with which you do your prayers. The words could be different if the summary and the intent remains the same.

     

    The belief that your prayers will be heard is the most potent part of praying. There is no problem if you use a different language, syntax, and grammar or make mistakes while praying. Remember, God is omnipotent and knows well in advance what you will b praying for.

     

    The Secret.

    On the secret and the laws of attraction, it is hardly complicated. You manifest your desires. You must precisely know what you want, and you must have the confidence that you will get it. It is then that you ask for it. Then the whole world around you will work in mysterious ways to ensure your desire is fulfilled. Remember SRK in Om Shanti Om, he summarises it as ‘Kehte Hain Ki…. Agar Kisi Cheez Ko Dil Se Chaaho toh Puri Kayanat Usey Tumse Milane Ki Koshish Mein Gag Jaati Hai’.

     

    People who believe in secret swear by it. It works every time with every person. But, it must be stated in positive of desire want and need. It does not understand the negative of Not’s and No’s. So, we must believe and think positive. We must look at the count of people recovering and for few moments ignore the number of deaths. See good comedy shows and not keep your mind cluttered with all the negative gloomy thoughts about Coronavirus downloaded from the university of WhatsApp.

     

    Focus With Positive Intent.

    Currently we are deep into negative thoughts. There is fear and anxiety. Nothing seems to be right. More rumour and fake news than something we could reply on. We are criticising and commenting on people without questioning our own behaviour. If laws of attraction works, we are walking towards doomsday.

     

    We need a positive mindset. And take every precaution that the government prescribes. Believe that the precautions are necessary and following them will keep you healthy and safe. And if you are following them, you are on a good wicket.

     

    Think of the time when this will be over. Think of that as present time. Pray that every person on this planet earth is safe and keeps away from the horrors of this disease.  That will be your secret. You with others will make nature align itself to your demand and ensure it is delivered exactly the way you want it.

     

    No Harm in Trying.

    Maybe The Secret and the Laws of Attraction work. Maybe they do not work. Perhaps the power of collective praying helps to re-align the global resources. Maybe they don’t. But nothing is wrong in trying and checking it out. Last time I checked the laws and worked on the secret, it worked for me.

     

     

  • I have heard creative teams keeping busy thinking and many getting the answers in their dreams, writes Sanjeev Kotnala

    Sanjeev Kotnala: Controlled Decoding of Lucid dreams to solve Probortunities

    By Sanjeev Kotnala

     

    Way back in the early 1990s, AG Krishnamurthy taught this to us at Mudra: ‘One needs to first dream the dream before they can  realise the dreams’. He would ask you to leave the campaign and promise to react after he had slept over them. He, in a way, used his subconscious in dealing with the reality by connecting the dots in his Lucid dreams.

    I have heard creative teams keeping busy thinking and many getting the answers in their dreams. In earlier times, there was grass which worked equally well in connecting the dots and helping you dream disruptive ideas which you presented with equally enhnaced confidence over a drink. Nowadays, things are different, cost control and legal constraints don’t allow many of these creative solutions. So, what is left is dreaming and what if we could have a way to really leverage them for our probortunities. In the past, I have also discussed what if we could insert advertisment in someone’s dream.

     

    What are Dreams?.

    ‘Dreams are important’, and dreaming is an integral part of life. I pity the people who can’t dream. How can they live within the costraints imposed by reality.

    Dreams are nothing much but a collection of images, thoughts, emotions, expectations that one involuntarily experiences in sleep. These can cut across situations, emotions, expectations and experieces.

     

    Why Do We Dream?

    Dreams just happen! No one really knows why we even dream. In the absence of any definitive theory, I rely on Sigmund Freud’s theory of dreams. He suggested that dreams represented unconscious desires, thoughts, and motivations. The dreams mostly deal with what is suppresses and unwarranted within the coordinates of social expectations, norms and taboos. According to him, dreams are just ‘a disguised fulfilment of repressed wishes’.

    Dreams do not need any special occasion to happen. They happen when everything is looking up. And  when everything seems bleak. We see dreams with open eye and we try to realise such dreams.

     

    The Real Dream.

    There is another type of dream, the one we see with eyes closed. Dreams ensure we deal with emotions, memories and any associated experiences in a positive way. These dreams are fluid. They have their own way to give us directional hints on what to do or what not to do.

    Unfortunately, most of us forget 95% of dreams by the time we open our eyes and rest within the few minutes. A faint trace of the dream at times tantalisingly remains in our memory and usually is of no use other than further confusing us.

     

    What if you could remember dreams?

    If you do believe that dreams are important and I am sure you would want to remember them. What if you could actually get up in between the dream, go to the washroom and rejoin your dream where you left? I do that sometimes. I am few of the luckyones, who remember their dreams quite clearly for few hours.

    What if you could control what you will be dreaming tonight? Lucid dreamers do that. The real test Lucid dreaming is the ability to know you’re dreaming while you’re dreaming! A lucid dreamer can objectively even control and question the dreams.

     

    Dreams are unconscious Mind’s consious way connecting the dots.

    Think of the brain as a computer. Lets say uour normal laptop. RAM is our images and scenes during the period we are awake. The icnidents are te files that are being created, junked and archieved at a fast pace. Hard Disk is the area which is constantly busy in storing these images etc. However, when you are dreaming is like you switching off the terminal, there is no use for RAM but the files in your hard disk memory are now super activated. Your brain, which is conditioned to genrnalise, distort and delete  to find patterns is in its unique way interpreting all the data and memory  that has been collected throughout the day. It is creating patterns that will help it understand and predict things including your emotions and reactions. In this slack time ( sleep) it is busy creating the grid it can understand.

    While the brain finds, create and archive the patterns, the screen captures a few of these visuals, sound and smell, and that is what your dreams are made of. Dreams are sometimes linear but mostly completely chaotic, randomised way of data processing and presentation.

    In fact, dreams are the most creative phase. And, what if we could really control what we are going to dream today and remember what we dreamt?

     

    Three Basic Questions About Dreams.

    Once you are open to the idea that dreams are there for a reason, and that they try to signal or reach out to us to tell us something that our consciousness is unable to interpret. Three questions come up immediately for consideration. How can we control what we dream? How can we better remember the dreams we see? And , once we remember, how to interpret the dreams?

     

    Experiment To Experience LUCID dreams.

    Like every experiment, LUCID dreaming needs some support and practice. Few parameters must work in coordination to make it happen, before yiu reach a stage where you cqan command yourself to see the dreams you want to see. It will not happen on day one, it will take time, but someday you will be able to command your dreams.

     

    Dream Journal.

    Dreams are subconscious interpretations. There has to be a relationship between the period one is awake, and the signals dreams may be sending. You may have a Diary, if not, then satrt keeping one. A diary captures memories and interpretation of activities during the sleepless hours. Now add to it a Dream Journal. When you wake-up, try remembering details from the dream you saw. Note it down diligently in as much detail as possible.

     

    Decoding the Lucid Dream.

    So, this is your data and it needs interpretations. Try making sense of the signals you are getting in  your dreams and the experience during the period when you are awake. There are some accepted codes dream readers use to interpret dreams. Still, they have to spend a lot of time to understand the person before they can interpret then properly. Like the child, ever dreamers dream language is different.

    Understanding frequent dreams help. There are things things, object, locations and events that is repeated. All these will help in better interpreting the dialect of your dreams.

    So, keep a diary, tell yourself what to dream and keep the dream journal with as many details as possible, including people, locations, sound, feeling and even odour. Create your own codebook and check it against the experiences during the day.

    There are also apps and music to take you into deep REM ( Rapid Eye Moment) which is the Lucid dream stage. You may want to experiment with music and possibly some smells.

     

    No Stimulants to Dream.

    Lucid dreams are deep state dreams, and they last for a short time. Hence a good nights sleep is an essential requirement. And for that, you must avoid stimulants like tea, coffee, drugs and drinks.

     

    Controlling the Lucid Dreams.

    Now comes the self-fulfilling directive. Tell yourself about the thing that you will be dreaming about. Try to be in a state of rest an hour before you sleep. No Tv, No social media, no blue screens. Just keep thinking of the probortunity you wish to dream about.

    Lucid dreaming is controlled dreaming. However, there is a tendency to lose controls during the dream. No harm in it. But, lucid dreaming is addictive. It makes you realise that reality has different perspectives and is multidimensional. The mind interprets things differently when it is awake, and while it is trying to connect the dots in your sleep and dreams. You will have to decide what works for you. Some can  self-guiding, some demand and some request their brain to serve the dream they want.

     

    DIY or Ask for help?

    For someone like me LUCID dreaming is natural and as I remember them in quite a details, I have been reading, understanding and experimenting on how to decode a frequent dream. You can do get to Lucid dreams and decoding them using the process they have detailed above. However, it will be more of a trial and error way. And it will take time. If you are in a hurry, you could invest time and resources with someone like me who has been experimenting and has reasonable success in decoding dreams. Watch the catch phrase, reasonable success.

    Or the otherway could be to legalise Marijuana.

     

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

     

     

  • After a while, the consumer will act as if the lockdown never happened, writes Sanjeev Kotnala

    Re-Search to Re-Set in Re-World Post-Lockdown

     

    By Sanjeev Kotnala

     

    At the end of this extended lockdown, we would want a Re-Set button like the one we have the factory reset button on our mobile devices. How wonderful it would be if we could with one click get everything to the pre-lockdown, pre-coronavirus stage; a time which we can now qualify as a state of less ambiguity than what we expect to deal in future. We are never going back to that stage.

     

    What we are going to do is Re-search (Not research) to Re-set our lives in sync with the unknown – the new normal. It remains an un-identified, undefined and unchartered. It is going to impact us across professional and personal life. However, it is tough to predict. Many of us want to build different scenarios and be prepared to have an added advantage. However, we must be ready to act and play as it evolves.

     

    Re-set and Re-Search are not new. 

    In-fact in our business realities and personal life, we have been Re-setting, Re-aligning and Re-synchronising for better control and result. Re-set and Re-search are proactive behaviours.

    However, there is a big difference from then to now.

    Coronavirus and the resultant lockdown has been an un-anticipated, un-welcomed and disruptive experience for all of us. It has impacted at multiple levels; individual, family, society and the Nation.

    The consumer is shocked. The things consumer took for granted are lost.

    Everyone has a stark polarised view of the situation. The reaction depends upon how profound the impact is. In real-time, the consumer is concerned more with his Family, Relatives, Friends Community, Religion, Region and then the Nation. The order is neither static nor guaranteed.

     

    WORRIED BRANDS RESEARCH.

    Naturally, brands are worried. They fear the possible changes in consumer behaviour. Many technology-supported research projects are already on to harvest insights.

    Unfortunately, brands end up using the old model and framework to identify emotional triggers and changes. The result: research is restricted by the team’s bias, experience and expectations. When brands are unaware of the changing parameters, they most likely will end up measuring something different.

     

    THE CONSUMER HAS OTHER ISSUES. 

    The consumer, on the other side, has many problems to solve. They have been living in a reverse zoo. People have been scrutinised, threatened and cautioned time and again.

    The release of pressure value of lockdown and the fear of coronavirus is a must for the new normal to get defined. And it will not be evident immediately but take six to nine months even to be visible. Banking on post-lockdown scenario to define the future will be a mistake.

    Initially, it will be a period of hesitation and fear of replay—a period of mourning. The consumer will wait for the Tehravi– the last and final rites of coronavirus before re-gaining complete composure. And the economy may wait for the Barsi– the one year of mourning.

    I expect the community to yo-yo for some time. We must expect multiple minor and significant ‘V’s’ before an upward positive. On the other side, if there is a repeat, it will strongly end up negating all the positives and pull the consumption curve down.

    Consumers have been living a burrowed acquisition lead economy. Where dreams, aspirations and ambitions always have been a step ahead of their reach and capabilities. Everyone was happy chasing them. They will still chase, but not with the same enthusiasm, confidence and zeal? The reason not much shift will be evident as we are behaviourally hard-wired to be positively selfish.

     

    THE CONSUMERS HAS RE-LEARNED MEANINGS.

    The general public has realised what Essentials means and what is Luxury? What is materialistic success and how important it is when compared to the family bonds and relationship? What has been driving them, and what should have been pushing them?

    During the lockdown, they have focussed on Re-Searching what LIFE is all about. What is Important, what is Critical, and what is FeelGood? How important is what other people think? What is the value of comments- share on social media?

     

    CONSUMER IS RECALIBERATING LIFE.

    In this situation, the real value of Money, Freedom, Dreams, Aspirations, Ambition, Abundance, Scarcity and Relationships has been individually re-calibrated. The consumers have traded in for variants and other brands in a forced-no-question-asked-prepaid-sampling. The difference between friends, well-wishers and interdependence is w understood. The regional and religious lines re-drawn. Their known rationality is under the microscope. Not everything has been unexpected.

    Consumers have seen the brands share the burden, act as a community solution provider, demonstrating empathy, behave responsibly in this fight against corona. The consumer still distrusts, and questions brand engagement activities and repeatedly doubts the motive behind it. They have seen the human face and the transactional interface within communities. In this materialistic Kalyug, nothing surprises the consumer. Hence for impact, the brands must demonstrate consistent purpose-led brand acts with high frequency and effect.

     

    THE CONSUMER IS HUMAN- THEY FORGET.

    The consumer will soon forget and forgive brands action or inaction because they understand the situation. They will remember the brands that have touched them or helped them in this fight.

    In the end, a highly religious centric population will not know whom to blame and whom to punish. Instead of the doctors, nurses and medical science, people will thank and credits their Gods and Gurus.

    Once out of the Covid-19 Chakravyuh, they will come back to reality and their natural self and forget. They will adapt and play to the new realities.

     

    THE CONFUSED CONSUMER WILL SEEK STABILITY AT ANY COST.

    The consumer is going to come out of lockdown more confused than confident. More willing and wanting to re-gain what they lost in the lockdown. More concerned about safety and security, both materialistic and spiritual. All this will be important, till the time the fear retreats and the semblance of peace and new normal stabilises.

    The consumer in the era of polarised media and fake news will have a lot many questions than there will be real answers. A weakened economy is trying to recover. Unemployment and income drop. Possible bankruptcies and break in education. Transient inflation and lower interest rates. Lowered value of the real estate. And a strong need for functional products. All this along with stories of losses and success will create collectivism that is going to make him generalise the impact, find stereotypical heroes to celebrate the win and distort information to the extent that it helps him make sense of the surrounding ecosystem.

     

    THE CONSUMER WILL FORGET THE LOCKDOWN.

    The consumer, after a time, will act as if this lockdown never happened. Just like they remember SARS never Happened, and the 2008 meltdown did not occur, the Kashmiri 370 did not happen, the Taj Bomb Blast did not happen. They remain closed memories in our archive and a not a subject of interest that impacts our everyday behaviour.

     

    NO POINT IN BEING A MARKETING SAMURAI OR KAMIKAZE.

    The consumer has witnessed the lockdown and has been through a dictated phase of uncertainty. They have experienced the fear, upfront and close. However, the consumer is a survivor and understand the situation. They do not expect a change. Brands must understand the difference between being a Marketing Samurai or a Marketing Kamikaze

    Brands disoriented with the market condition and feedback will be under pressure to perform, sustain and at least survive. And for this, they will look to Re-align their purpose. They will re-tweak for the impact, importance and their roles in the life of consumers.

    Instead of getting on to the marketing campaigns that they may be right now working at, the brands should invest in understanding and re-segmenting their audience, Re-define their position and re-create the magic with Brand acts. Remember, you can tweak but don’t immediately try major shifts unless the brand has a fresh offering, or has engaged with the consumers during the period of stress. Consumers forget, but they remember the experiences and the promises.

     

    NEW NORMAL MAY NOT BE A NEW MARKETING CANVAS.

    Brands owners and custodians will see this canvas of new normal as a possibility to leave a mark. They may impulsively want to re-define in the Re-World, they must Re-SEARCH internally. Re-look at the problems and issues they faced because they were constrained and ill-prepared. Re-seek consumer appreciation and re-gain trust. To achieve that, instead of jumping to conclusions, the brands can attempt PARAM; Pause, Reflect, Absorb and Move-on with the learnings.

    In the re-world to re-engage the consumers, brands can and will rush for product and service design changes along with new communication challenges. The brands can use the Lockdown21 experience and learnings, use the Lockdown-19 in answering a few questions.

     

    The brands must take a step back to Re-SEARCH with PARAM.

    1. Why is there a need to do any rethink?

    2. Is there anything wrong with status-co?

    3. What are the gaps in our brand strategy and delivery?

    4. How did they impact the brand’s consumer association and involvement?

    5. What action and inaction of brand and competition have impacted consumers?

    6. Did the consumer dropped us from usage basket, replaced within the category or a identified a new replacement?

    7. Which opportunities (not necessarily marketing) did we miss?

    8. How could we have maximised brand impressions with these missed opportunities?

     

    BRANDS MUST BRIDGE THE GAPS.

    The consumers will have the answer or can give brands a hint that is good enough to solve the puzzle. However, the brands must further Re-SEARCH in creating guidelines so that they can avoid such a situation again. Brands should talk to the existing and lapsing consumers to find out the gaps in their strategy and implementation. Just like Brand-I, there are only two significant gaps for any brand.

    1. The gap between what you claim and how you behave?

    2. The gap between how the brands see itself engaging/performing/delivering Vs how the consumer sees it.

     

    THE CONSUMER OF TODAY IS THE CONSUMER OF TOMORROW. 

    He has far too many problems in his life. He does not indulge in mental gymnastics and ego management sitting in conference rooms for his choices and decisions. He is like a smoker

    The consumer is going to behave like a smoker. A smoker curses tax increase for a few days and comes back to the old habit soon because it is a habit and there are more important things in life.

    Expectedly for some time, the consumer is going to be touchy and sensitive for brand messages and exercises trying to be the saviour in post-COVID-19. Because in his fresh recently engraved memory is the new understanding of essentials that define existence, survival and social status. The brands should understand the power of nudging and not shift, tease and not necessarily reveal, hint and not serve.

     

    CAUTION.

    The brands must Re-Search to help Re-set, Re-define, Re-gain in the new Re-world. And in this period, one basic questions the brand must keep re-evaluating is If the consumer of today is the consumer of tomorrow, can the brand purpose, delivery of today continue to be the brand of tomorrow.

     

    Sanjeev Kotnala is a Brand-Marketing Consultant, Coach and Author. He can be reached at Intradia World.  His views here are personal

     

     

  • If you have been asked to be quarantined and before you embark on an escorted journey, you are told that you can only take 15 items with you, what will they be, asks Sanjeev Kotnala

    Sanjeev Kotnala: Coronavirus Lockdown Quarantine Survival Test

    By Sanjeev Kotnala

     

    Our brain’s first principle is to survive survival. That is what makes it to  Freeze, Fight or Flight in a crisis. Lockdown and self- or enforced quarantine is a rare situation. Our survival instincts get tested during such hard times. We are forced to take sides and make  hard choices from the available alternatives. We use our individual choice algorithm based on experience and expectations to decide and priorities actions.

    In numerous leadership and team workshops, one had the chance to participate or inducted the Desert Survival exercise. In this exercise, you are given a brief.

     

    DESERT SURVIVAL BRIEF.

    You crash land in a desert, you have been flying on visual root. You have your coordinates and are some 150 km away from the nearest inhabited place. You are then asked to  priorities the list of 15 items you will consider keeping till the help arrives. It is a classic case demonstrating the impact of  collective wisdom Vs Individual wisdom  on the chances of survival during such situation.

    There are variations of a survival scenario. In one of the situation, the group is stranded in an uninhabited island in Andaman and Nicobar. In another, a bus travelling in night falls into a gorge in the thick Meghalaya jungles. You have to survive till helps comes your way.

     

    QUARANTINE SURVIVAL REAL-TIME.

    Post the PM Modi’s announcement of a complete lockdown, one of my friends flew on the last international flights to land in Delhi in the wee hours of March 23 2020. He was stranded as Delhi was not his final destination. His experience and inputs are the inspiration for this Work-in-Progress case (copyright).

     

    THE CORONAVIRUS QUARANTINE SURVIVAL CASE.

    You are a freelance creative person who was scheduled to speak at the ‘Marketing in crisis’ event in London on March 26, 2020. Due to the globally deteriorating coronavirus situation, you had to return to India.

    You took AI 104 (London-Ahmedabad- Delhi) flight and landed at the Delhi airport just after midnight on March 23, 2020. You were further scheduled to take the AI469 at 0600 hrs hours you would have reached Nagpur by 0740 hrs. As per government directive, all domestic flight operation will cease from 0530 hrs.

    You don’t know anyone other than your ex who you refused to help in her hour of crisis. There are no trains and busses or taxis that are operating.

    You have cleared the immigration and picked up the customary chocolates, perfumes and liquor from the duty free. It has taken time, but you have cleared the medical check,. You do not show any symptoms associated with Covid-19.

    You are now told that as per rules, you will be placed in compulsory quarantine for 14 days. You have to survive the lockdown or the period till you are twice tested negative for coronavirus and there is transport-facility available for you to reach your final destination.

     

    QUARANTINE OPTIONS.

    1. A hotel at Aerocity where the Delhi Government has an option worked out. It cost INR 3100 per night per person per night. Meals cost INR 500 per meal. You will be given 2 bottles of 500 ml of water complimentary every day. The rooms have AC, and there is a kettle with an unlimited supply of tea coffee.

    2. The ITBP managed isolation ward at Dwarka mess. There are no charges for stay or food.

    3. Self-quarantine at your home and be available for testing and checkup anytime.

     

    As per new regulation, you have selected the isolation facility, and before you embark on an escorted journey, you are told that you can only take 15 items with you. These will be sanitized and given to you. You can claim the rest of your luggage when the lockdown is lifted.

     

     THE CORONAVIRUS QUARANTINE SURVIVAL ITEM LIST.

    1. Five face masks.

    2. Stereophonic Bose Bluetooth headphones with inbuilt mike.

    3. Torch with a new set of batteries.

    4. One 24-Watt emergency light.

    5. A strip containing sleeping pills – Valium 10.

    6. One litre of your choice of alcoholic drink under INR 4500.

    7. One Plus seven Mobile with charger.

    8. Macbook Air 13-inch laptop and charger.

    9. Kindle White and charger.

    10. Aadhar Card.

    11. 10 Pack of 20-Cigarettes.

    12. SBI Elite credit card with a limit of INR 2.5 lakh.

    13. A book titled ‘Complete Pandemic- Corona Virus; precaution and care’.

    14. Bag of Toiletries that has personal soap, toothbrush, Gillette Sensor razor and shaving cream, moisturizing lotion, mirror, Shampoo and conditioner, perfume and deodorant.

    15. Amazon Firestick with a one-month subscription.

    16. Medicine kit that has emergency medicine and your daily Blood pressure tablets.

    17. New suit you purchased for the award function.

    18. A small booklet. Home remedies to build up Immunity.

    19. American Express Credit Card with a definite limit of INR 4 Lakh

    20. 4 set of shirts and trouser, under-garment, socks, handkerchief and sleeping dress.

    21. Gel-based Sanitizer 250 ml.

    22. Airtel high-speed Hotspot 4 G with 150 GB data preloaded

     

    WHAT IS YOUR LIST FOR CORONAVIRUS SURVIVAL KIT”

    Share which isolation facility you will opt for and your priority list for the 15 items you will pick and carry with you. Email your list to editor@mxmindia.com with Survival Kit in the subject. We will check how different your choice is from the collective wisdom of the Experts. The one nearest to the experts will be published as part of this column next week. We will share the expert opinion sometime in the next week.

     

     

  • Brands are using different tricks for engaging with consumers, but they don't always work, observes Sanjeev Kotnala

    Brand Engagement in the Lockdown

     

    By Sanjeev Kotnala

     

    Brand Engagement is always relevant and more so during the lockdown. Brands are using different tricks for engaging with consumers. Some of them are relevant and impactful, few original and innovative. I believe if there is nothing to say, being silliest is a better option.

    The car manufacturer shares tips on how to take care of the parked car. Banks deliver newspaper in your inbox. Antiseptic cream makes sanitisers. Porn site gives free access to premium content so that you stay at home! Soaps shouting about washing the virus and Apps are updating for smoother operations.

    Brand engagement during lockdown is part of the strategic initiative in preparedness for the post-lockdown market. Naturally, every brand wants to be on the top of the consideration-set whenever markets open. So, they need to keep the brand connect alive through brand engagement. It is known that the brands engaging the consumers now are most likely to emerge as the front runner post-coved scene.

     

    BRAND ENGAGEMENT

    It was interesting to see Durex playing mindgames in its territory. The brand also suggested an innovative way to help out the audience like using it to cover the finger while pressing buttons in the lift.

     

    On the other level, DOVE went ahead to celebrate the Beauty called Courage. It remains credible as the brand is operating within its pre-Covid coordinates defined by inner beauty.

     

    Consider, ‘TAKE THE LOAD’ by Ariel, and it falls in place. The brand is continuously thinking of engaging consumer in different ways and situations. It is an attractive proposition, but I have a problem with it. The brand still addresses housework as a woman’s load. I will discuss this some other day.

     

    Keeping the conversation going during such a crisis is a sensitive area. Some brands have learnt their lessons the hard way. The strategy and the message must remain incomplete internal and external sync. The brand can not have different visible standards or expectations across geographies, product lines and services, internal or external.

     

    BRAND ENGAGEMENT – A TWO WAY STREET.

    The brands must realise that ‘The consumer will treat you exactly the way you treat them during this period of crisis’. Remember, we live in an era of information democracy, and it is driving everyone crazy. Once the message is released in the public domain, you no longer are in control. If you are in the arena to commercially exploit the situation, your life will become miserable, sooner than later. At the same time, it is a beautiful space for brands with real purpose and empathy in engaging the audience.

     

    BRAND ENGAGEMENT – PLAY WITH RELEVANCE.

    During the crisis, sometimes it is best to remain silent. The well-informed consumer is aware of the situation. Brands are looking towards contactless delivery, but it still is no time for impact-less irrelevant engagement.

    The consumer’s transactional deal is restricted to the brand delivering the best at a reasonable price. Or the brands are playfully engaging the consumer while sending a positive, relevant message of importance. Just like the various brands supported Social Distancing by playing around with their logo’s.

     

    BRAND ENGAGEMENT – BE SIMPLE.

    One of the compelling ways beyond talk play and intent is to act the intention. Let sharing of the news surrounding the Brand Act be amplification, instead of trying to send out a video in the social space. However, when brands move beyond transactional arena to show their soft touch treating consumers as part of the extended family, the equation shifts from being purely a stakeholder to an active partner. It required empathy, care, understanding and being sensitive to the ecosystem. The brand needs to understand the covert -overt needs and continuously re-defined expectations. It is a tough and risky territory to walk. The brands that see it as only a commercial leveraging opportunity, they fail to understand the double-edged dimensions and in effect do more wrong than the right to their image.

     

    BRAND ENGAGEMENT – ACCEPTANCE COMES WITH RELEVANCE.

    Such situations like coronavirus and the lockdown demands that the brands demonstrate care and empathy. However, there is an un-stated boundary between compassion and pity. The brand operating within the bandwidth of experience and tonality have higher chances to succeed.

    Mumbai police use of citizen vigilance for Stay Home campaign makes sense. People relate to it, knowing that ultimately police can do that much only. They emerge as a partner- as a peer.

     

    Nearer home, Surf team remains true to the thought Daag Aache Hai. And extends it with Daag Bhai Ghar par Rahenge. The brand extends engagement by sharing fun activities for home on Instagram.

     

    Now, this was brilliant as it came well in the early phase when people were still thinking about how to manage work. It works for Sony It works as the scope remains restricted to helping the daily wage earners in the film and television industry. But what is the Kalyan Jewellers link?

     

    When EMIRATES tells you to stay home and assures with positivity that we will fly soon, you like the approach and the tonality. They are, in fact, not making any new point.

    https://youtu.be/IRoAQ3dmOUw

     

    On the other side, when UBER uses a similar tone to thank you for not using them, it seems forced. It is the result of earlier experience and perception of the brand ethos, culture and expectations.

     

    Vodafone used both their famous hugely loved mascots, the ZOOZOO and the PUG to deliver the message. The Pug communication still has something going for it, but the ZooZoo fails to impress.

     

    ASIAN PAINTS keeps the tone of voice consistent in ‘Jab Ghar Mai Saab Ho Toh Ghar khilkhilata hai’, #stayhonestaysafe. It remains within known brand coordinates using a picture of everyday life. Similarly, TATA SKY talks about ‘Ghar Baite Kuch Seekhe’. It is an example of excellent connect with its known educative and activity-based channels.

     

    BRAND ENGAGEMENT – CAN ALWAYS MOTIVATE.

    And when there is nothing -nothing to say and the brand still wants to keep the conversation going. They fall back on positivity to keep people motivated, usually with a dose of singing and celebrities.

     

    When you overstretch and try being arty like HUL. It snaps because of a hyper stretch. It fails to evoke similar emotions.

     

    However, when Mahindra says,- Some wheels will keep moving, you relate to it. And the treatment makes you feel so much better.

     

    BRAND ENGAGEMENT- AUDIENCE AWAIT ACTION. 

    Though travel is a bad word during the lockdown, I was looking forward to engaging relevant and sharply focussed communication from Samsonite. It had reoriented its coordinates when they made the earlier communications including the one during Kerala floods. It will be a waste of a marketing opportunity if Samsonite does not subtly engage the audience in this crisis.

    ……………………

    BRAND ENGAGEMENT- LIGHTER MOMENTS.

    On the side, the crisis also made room for some absurd but thoroughly enjoyable videos. The one that is my favourites features Shekhar Gupta and @HoeZaay. He tries explaining the concept of tomorrow in a Swami Nityanand style. Shekhar Gupta may not need new audiences – but this viral must have worked for him.

  • Brands with integrated purpose in the lockdown will outshine others, writes Sanjeev Kotnala

    Priming Customers for Post-Lockdown Market

     

    By Sanjeev Kotnala

     

    The Switzerland Tourism commercial, ‘Dream Now- Travel Later’, with the gorgeous visuals keeps the destination in mind. It is doing an excellent job of priming the consumer for a post-lockdown market. It plays subconsciously and keeps Switzerland as a destination in the consideration set, just in case you plan to travel. Priming is an art and a necessity now. It is like working a dry handpump.

     

    Priming The Pump.

    Have you ever run a dry handpump without check-valves? The only way to make it work is to prime it. Fill the channel inside with water that you have kept for this purpose. Once the air- resistance, which is the cause for the crisis on hand, is taken out, the pump starts working.

    The current market is no different. The brands and marketers ( The person pumping) wants to pull the customers ( water) through the channels when the trapped experiences and expectations ( air) is creating resistance.

    Priming the market is the only way out.

    Unfortunately, the pumps and the resistance faced are not the same types. The product and services straddle a broad spectrum of luxury, good to have, and essential goods and hence need different pumps and resistance.

     

    Nascent Consumer Experience Defines Market Expectation.

    The consumer is numb. There has been a never expected, never dreamt sudden disruption in his or her life. The consumer has moved from shock, ambiguity, fear to acceptability and adaptability to the situation.

    Thinking that the consumer is now comfortable with the new life-co-ordinates and behaviour is a mistake. The lockdown is extended, opened or slowly relaxed (a most likely scenario) will not matter, as the mental scape has been deeply scarred. The degree depends upon the consumer’s experience during the lockdown period.

    The consumer is a human being with far higher intellect than traditionally considered. They make irrational decisions and act on impulse. However, they tend to rationalise and being logical in approach. Their reactional behaviour is entirely shaped by their nascent observation, experience and expectation.

    This lockdown has given them a chance to learn to differentiate between the real and unreal essentials of life. Redefining luxury and social interdependency.

    Life has been a pressure cooker on fire. When lockdown opens, the pressure will define the reactions. The consumer will choose between Fly, freeze or fight the trigger to buy when the mind remains clouded in uncertainties and constraints. The insecurities like a second wave, cure, vaccine, possibility of infection, job, family, responsibility and expectations will influence buying more than the price, purpose and placement or the accessibility, affordability and availability.

    No one knows how the market will act out. Ambi Parameswaran, in his tweet, said ‘many typologies will emerge in the next 8 weeks in trying to make sense of the consumer behaviour’. It all depends upon the relevant axis you chose to segment. And I try it based on their expected behaviour based on the degree of disruption in their lives and expectations.

     

    Revolt.

    This customer subset, for the first time, has been exposed to their vulnerabilities during the lockdown. They were always questioning and against whatever was expected of them by law, state, society or even family and friends. They live with a big ‘I’ and don’t really appreciate this virus that seems to be most secular and democratic. It does not discriminate in the selection of the victim. These people will want to reclaim their lifestyle. They are currently not the most pressured by psychologically most touched and irritated by the situation.

     

    Re-size.

    This subset of customer has a flexible approach towards life, dreams and ambitions. They are in shock. They are law-abiding, cautious and logical in approach. They are not offended by the selfish behaviour demonstrated of others. The society as a whole has not matched their expectation. Most of them have in-fact stepped out in some ways and contributed in the fight against coronavirus.

    They look at short term plans. They know they may need to re-size their experience, expectations, dreams and ambitions at some state and they don’t want to be ill-prepared. They will get into their cocoon a bit, but the right trigger will get them in the market. They will hyper indulge in essentials and good to have product and services.

     

    Re-scale.

    A bit different than re-size, the re-scale are worried about the future and long-term impact. This subset has experienced scarcity and distancing from extended families during the lockdown. They have, in some ways, realised the new product-service-need-life matrix and are comfortable to live within constraints. They will re-stock essentials even at a higher cost. If you check, they will have un-used masks and sanitizers in their homes. They are not the ‘I’ centric type. They have followed isolation and quarantine request, and that is their contribution to the fight against coronavirus.

     

    Revive.

    Customers mindset that says, this is the one and the only life and hence make the best out of it. If that includes being cautious and taking precautions, so be it. They are the early adopters any process-product-service post lockdown. They in-fact will be celebrating the win; having survived the first wave of coronavirus. And they are the one who will define market success.

     

    Priming The Market.

    Priming as a process is done before the pump delivers water. Similarly, priming of the market and the consumers preferably should be done before the market opens. It will get the marketer the first advantage of capturing the Revive and Re-Scale behaviour in the re-world still grappling with the situation.

    The Re-size audience will wait, as they have always waited for the information and makes a logical delayed decision and actions. The Revolt is a transient behaviour. There is no need to do anything, just lifting the lockdown works with them. One can ignore them.

     

    The Messy Unattended Pump.

    Remember, if the brand is an essential product category, the consumers have tested variants and competition. If the brand was non-essential, they have most likely ignored your existence.

    Let’s see in my family. I am primarily a Netflix user. However, during the lockdown, I have experienced Hot-star and Amazon Prime. My primary Netflix bias may not get affected as entertainment is content dominated than the platform.

    My daughter, a Maggi Hot and Chilli sauce fan, found that it was nowhere available. She decreased consumption to make the bottle last long instead of shifting loyalties. For the sauce of Rs 105, we not only paid INR 299 for Big-Basket membership but added items to cross the INR 600 barrier. All because Big-Basket app while ordering showed Maggi Sauce, it was available. It is different, Big-Basket delivered all items but Maggi sauce and credited my wallet for the gap. Now, we may shift to D-Mart that stayed connected and open 24 hours servicing our area.

    In in the absence of our regular brand of Ghee, we ended up testing Amul, Anik and Gowardhan. Think we will be back to Dinshaw’s– as none of them came close to it on experience. However, in Milk, we tested full cream milk from a local dairy selling it lose and Tetra-pack Milk from Amul. Here we are in two minds to shift or continue with Mother-dairy in Mumbai.

    The customers have aligned to the alignment of necessity, essentials and replacements. The essentials will also see a big fight in the market place. 

     

    Trust & Dependability Still Important Priming Agent.

    The customer in an extended lockdown has slowly realised the importance of things like social distancing, quality, service, hygiene, among other such factors. They are expected to continue to give due weightage to such factors. Hence, the brands must re-assure them at least in term of health aspects acr4oss manufacturing and delivery to quality aspect in product, functionality and service.

    It is a negative eureka moment and feels so odd to hear an IVR customer service telling you that the representative number is switched off. All know it is a lockdown. The customer was just looking for assurance and a token for being in the queue for a future date service of his water cooler, whenever it will start. Such a negative takes a lot to future efforts to wipe the slate clean.

    Compare that with your local AC mechanic, answering the phone and telling you, he will try to see what best he can do. You were just looking at that assurance and will not hold him guilty even if he was not able to do anything.

    Or the large basket company telling you that all delivery slots are full. However, if you were to take an INR 299 membership, where the membership fee will be in the next three months, they can surely make that special delivery to you. Now, the company had a choice to say, we in this situation are disbanding the Loyalty – membership programme and will deliver on Fist-in-first-out basis. CMOs and CEOs will have a different take on this one. I would think that the second was a better choice. Suspend Loyalty and treat everyone equal right now.

     

    Priming Tools.

    Post lockdown or even now, the marketers must choose their SASHTRA and ASHTRA to fight the Mahabharat of the Markets. All these brands ( Market Yodha’s) and their Sarathi’s ( Brand custodian/ marketing/ agencies/ strategists) are sitting at the edge for this moment.

    The brands, product and services that remained in connect and sync with the consumer, sailing in the same experience and empathising with them would know the topography a bit better. They will have a better chance to win than someone entering the dialogue after a gap.

    Early advantage seekers will most likely go with sales and discounts to mop-up as much as early from the post-lockdown market. A good enough practice. Some brands have already started talking about pre-booking deals. You pay ‘X’ now and buy items worth ‘X+20-30%’ later. Few are banking on the loyal subscriber. There are going to be many versions of ‘lockdown discounts’ and ‘Freedom sale’.

    Some brands will layer their communication with ‘Made in India’, ‘helping the country’, ‘anti-china’, ‘we are in it together’ and ‘the national pride’ etc. We will also hear about a percentage of sales going for migrant workers, and COVID-19 help will also be there. All this when being competitively priced with margin pressure. Such brands will survive but will always be under pressure.

    However, the brands that will win will be the one focussing on enhanced quality, experience and service with a long-term perspective. It is better to re-evaluate the experience more than the pricing. And hence, communication that is a functional benefit oriented with some emotional payoff will work better. As for media, you want that instant build-up- so Newspaper definitely works best along with social media.

     

    The Pre-Primed Pumps.

    The brands that will outshine all others will be the brands that have during the lockdown demonstrated some integrated purpose. They are self-primed at this point in time. The audience most likely looks at them with pride and wants to be associated with them.

    Remember- ‘Dream Now – Travel Later’ is as good as ‘Talk Now-Do Business Later’.

     

     

  • Doodling defined as ‘the act of drawing pictures and patterns while thinking about something else’ is a distinct free-flowing art form, writes Sanjeev Kotnala

    Sanjeev Kotnala: Doodling to Signature Art

    By Sanjeev Kotnala

     

    I am revisiting a subject I wrote about a few years back. An involuntary action that helps me focus. I am talking about doodling. To be honest, in the last five years in doodling, I have moved from purely an involuntary act to a controlled well-directed effort, and at times even purpose-led.

     

    I have been doodling, creating these supposing unrelated nomadic patterns while participating and concentrating on discussions and presentations. Some of the designs are dominated by what are called Zentangles. The patterns seek inspiration from many sources like minakari work of Rajasthan, Batik work of Gujarat, tiles and designs at iconic heritage sites and even the bunching of leaves. However, all are purely an impression of bliss and love.

     

    DOODLING – THE ART OF UNCONSCIOUS MIND.

    Doodling defined as ‘the act of drawing pictures and patterns while thinking about something else’ is a distinct free-flowing art form.

    The audience marvel at the unrelated designs creating a cosmic pattern. They see doodle evolve and wonder at the simple complexities that a doodler must lay with.

    The doodler on the other side is always ignorant of development, totally dedicated and engrossed in the pattern reveals a different image before the eyes, the doodler just concentrates and enjoys the moment. At some stage, instead of playing wax, I will experiment with free inhibited doodling as the ice breaker and thinking initiator in my Brand-I sessions.

    Doodling is simple and needs hardly any tools. A piece of paper, some pen and pencils, that’s it. Now within these people may have different likings. Like, I love using Uniball Signo ( 0.5 or 0.7), UniBall Air, Link Glycer or the Flair carbonix gel pens. I am still to experiment with Pigma Micron pens which are supposed to be best suited for doodling. I usually like doing a single colour doodle but am not averse to using multiple colours.

    Once completed, the doodler forgets the doodle. The chapter is usually closed and if asked the doodler will most likely not hesitate to part with the creation.

     

    DOODLING – DEEP MEDITATION FOR ME.

    Way back, during my corporate avatar, my colleagues used to say, ‘If Kotnala is not doodling, he is not concentrating’. It was not just a perception but reality. It opened up multiple immersive possibilities for me. I could do the most complex doodle and yet concentrate and contribute to the ongoing discussion.  Try it.

    I need no research and science to tell me that doodling really improves concentration. You have to be in a zone to really doodle. Nowadays, I rarely end up being in a zone to do a doodle. I have lost the fun part of it, and I want to regain it.

    Now, the new way of doodling is an escape with a piece of paper. Concentrate and draw patterns not for the flow of it but for the impact, design and beauty of it.

    The patterns are still impulsive. They are not pre-conceived. The inspiration sources include Mandala, Wahi, Saura and Dhokra style, Pyramids. Maya architecture to empty streets and the shape of coronavirus. However, the need for wow and appreciation of the final effort is pushing it towards a measured geometric design. It is becoming a bit industrialised in my framework and that is completely wrong.

     

     

    Here is the latest doodle flowing with complete mindlessness once the basic forms and foundation was completed. Yet, it loses the simplicity with a lot more geometric patterns fighting for impact and dominance. A result of heavy deliberations, something that does not helps create a doodle.

     

    Doodle has to be a kid of four years, completely unhesitatingly curious, a river in the mountain totally unpredictable, the dance of a peacock, unintimidated and yet purposeful, the sensuous flight of a eagle and the hypnotic walk of a village damsel. Once directional efforts find their way into the simple art of doodle, it dies. I want to experiment and evolve it for the fun it always been.

     

    SIGNATURE ART

    Serious experimenting while doodling and use of symbolic patterns gave birth to something unique. The Signature Art, not to be confused with the signature on art.

     

    Every signature art piece is unique. Signature art as it says, uses signature as the foundation and channel guidelines for the patterns. They grow randomly around the signature to reflect unique references to the personality and life of the signatory. These life infusing patterns are so susceptible to the doodler mood and style that the same signature used as a foundation may not even give shape to a similar output. patterns infuse life .

     

    Some of the signature art pieces and doodles I created are displayed on the walls at home and offices of close business associate.

     

    CHANCE TO GET YOUR SIGNATURE ART.

    I am planning to create a few Signature art pieces before lockdown 4.0 is over. The collection will go as donation to an NGO taking care of stray dogs.

     

    The signature art being unique is a brilliant gift too. You can get your signature art in any language. At the end the signature is just being the foundation.

     

    To send in your request write in the comment box or write to me.

     

    All you need to give me, is a high resolution image of your signature. For it, just sign as large as possible on an A4 size white paper using a thin-tipped sketch/ink/gel pen in black colour. Shoot the image using your smart phone and send it to me.

     

    The donation is accepted by bank transfer or Paytm. The minimum donation for a black and white half A4is is INR 750 and INR 1250 for a Signature art in colour.

     

    Once your signature art is done, I will scan I send you the image. In case you want the original hard copy, you will have to additional pay for the courier charges.

     

    ………………………………………..

    This reflection initiated on reading, ‘Mindless doodling during meetings may actually be mindful’, in HR Katha. And sincerely, I endorse it.

     

  • Our immunity towards advertising and such information is low and we have no way to differentiate between what’s right and what’s wrong, writes Sanjeev Kotnala

    Riding the Immunity Wave

     

    By Sanjeev Kotnala

     

    Immunity is a great business. In a coronavirus-led world of anxiety and fear, expect immunity predators to demonstrate the highs and lows in marketing. How the consumer reacts to their offerings depends upon how their reality is adulterated with perceptions.

     

    We can’t lead a quarantined life forever. At some stage, lockdown will be reclamped, relaxed or completely lifted. Though the last normal is left behind and the new is yet to take shape. Pressed for productive economic activities, we will step out of our bubbles and cautiously interact.

     

    We all know that the fittest will survive. The situation demands high Immunity levels, and that is the only way out. Immunity is not the barrier against infection, it is the force available to fight the virus infection. Each one of us wants to be loaded with it.

     

    Covid-19 Redefined World

     

    We are entering a redefined world. We need to realign, refocus on every part of life. With or without the vaccine, containment or herd Immunity, individual will have to invest in immunity build-up as a defensive measure.

     

    Health, hygiene and insurance brands and services will do well in the caution, precaution and sanitisation fuelled world. There is no doubt that the demand for fortified food and beverages will be on the up. And in that case, some brands and product with unqualified promises will also move in.

     

    Not sure if Starbucks has plans for a Golden-Coffee and McDonald’s for Ginger-Nuggets. However, we will see a wave of immunity solutions addressing the anxiety loaded audience with tea, milk and other food variants. The audience is primed for such offerings and services. It is natural for everyone to be interested in anything that promises protection against the virus.

     

    Too much Confusion about Self-immunity Boosters

     

    The consumers will experiment with self-immunity boost-up. If you scan the world for it, you will find that one should increase the intake of oxidants, enhance vitamin C, B, D and E levels, and keep our gut healthy. We are informed of the possibilities with the wonderful world of superfoods

     

    There is a long list of possible warriors. Almonds, Amla, Apple, Basil leaves, Berries, Black pepper, Broccoli, Cabbage, Cardamom, Carrots, Chia seeds, Cinnamon, Clove, Coconut oil ( organic), Flax seeds, Garlic, Ginger, Green Tea, Lime, Moringa, Mulethi, Neem, Onions, Oranges, Pumpkins, Saffron, Spinach, Spirulina, Turmeric, Walnut, Yoghurt etc.

    The whole narrative in the web is layered with high sounding words like Anti-inflammatory, Antimicrobial, Antiviral, Ascorbic acid, Oxidants, Beta carotene, Good bacteria source, Omega 3, Hydrating agent etc.

     

    The articles and available public domain wisdom advice to Eat properly, Exercise regularly Sleep well and Keep Stress Away & Stay positive. Avoid, better still stop smoking/vaping/e-cigarettes, non-essential travels and alcoholic drinks. Now if you do that anyway, you will be healthy. However, it is no guarantee against the virus.

     

    It is enough to confuse anyone. There is too much to read, understand, decide and to follow. However, there is no time for experimentation. Hence, when trusted brands claim and assure us of building Immunity, we take the easy way out, we blindly believe them. Moreover, some brands rightly reading the situation lead us with false promises.

     

    Our immunity towards advertising and such information is low. We believe what the brands tell us. WE follow their advice. And we have no way to differentiate between what is right and what is wrong.

     

    Could Immunity Boost Work?

     

    So, an article in vice.com, says, ‘For the human body to work optimally, you need these vitamins, minerals… However, having an overabundance of these vitamins or minerals has never proven to shorten the duration of any kind of virus, bacteria, or cold’, additionally it warns; ‘loading up on products packed with “immune-boosting” ingredients is, at best, a waste of money. At worst, flooding your body with excessive amounts of fat-soluble vitamins (like vitamins D and A) could lead to vitamin toxicity, a condition that brings its own serious health risks like skin issues, nausea, liver damage, or even death, depending on which vitamin is consumed in toxic amounts‘. Now should I take this at face value? I am not sure, but to me, it sounded logical. 

     

    Immunity Boosters – Initial Arrivals

     

    It is a different thing when medically approved brands and products talk of immunity supplementing or boosting. The problem is when brands try to ride the immunity wave. Don’t be surprised to find ‘Immunity boosters and fortified products’ as a stand-alone category in e-commerce sites.

     

    ITC launched sanitiser sachets for Rs 0.50, making it easy for the price-sensitive segment in smaller towns, rural area and even the cities. It is absolutely right, a defendable and believable a functional benefit is offered. But, then there are brands which are trying to rewrite their story.

     

    Immunity Booster v/s Immunity Provider v/s Immunity Predators

     

    Amul, the biggest dairy brand of the country, for all practical purpose, branded Amul milk- Immunity Milk. Staying at the edge where technically it may be difficult to find fault. However, after watching the communication, the customer will see Amul Milk as Immunity Milk and not something that is helping immunity development. Exactly the way the brand would want.

     

     

    Horlicks, a supplement and one of the reasons kids end up drinking milk take drama to the other edge. It now takes the ‘husbands of a doctor’ route in getting the association. No, no doctor is endorsing it. Clever. You have to give it to the brand, they only talk about Immunity boosting capabilities.

     

     

    As reported in BFO by The Ken, in Indonesia, the Ministry of Agriculture is selling something as Coronavirus cure. It launched a series of three products, an inhaler stick, an oil, and a powder, to be used for inhalation and diffusion in the room. It claims this “Anti Coronavirus” kills 80-100% viruses! That sounds like Immunity Predators in action but if it is backed with research- wow let’s all get it here. 

     

    Traditional Immunity Boosters

     

    Golden Milk for immunity build-up is a piece of traditional knowledge. The dominant immunity building agent is Turmeric, and milk aides the process. Now, it will be accepted and appreciated if some brand takes this knowledge and launch Golden Milk premixes, sachet, concentrates, coffee..

     

     

    Traditional knowledge suggests that the right kind of tea can also help in Immunity boosting. Here is a communication promoting tea as an immunity booster.

     

     

    Expect more brands to take on the immunity provider and enhancer role. Sometimes rightly and most of the times because it is the thing that works and they can get away with.

    I agree with VICE.com, such Immunity enhancing claims sound harmless in the normal that does not exist. However, they are like medical advice in the era of coronavirus. Brands try taking advantage of such vulnerabilities. And truly, sincerely, there is no more vulnerable time than during a pandemic’.

     

    ASCI has a role here. It must issue a guideline for the use of IMMUNITY in communication. Just naming these ads as misleading will not be good enough.

    …………………………………………………..

     

    While writing this, I read a few articles which further confused me.  Immunity Boosters to make you #coronasafe, Eat Right: 8 Immunity-Boosting Foods You Should Have This Monsoons, 4 Magical Foods That Could Help Boost Your Immunity, Boosting Your Immune System Against Coronavirus: How To Minimise The Risk Of Infection? , 30 Best Immune-Boosting Foods and 15 Foods That Boost the Immune System. And there is enough and more to confuse you.

     

  • Nothing will ever change for a person with a differential mindset, who can re-focus, re-tune re-sync in the re-world, writes Sanjeev Kotnala

    Sanjeev Kotnala: Nothing Has Changed. Nothing Will…

    By Sanjeev Kotnala

     

    We have moved from a free-flowing consumption-led lifestyle to constrained isolation demanding life. The rules are changing. And they must change. There is a new normal that we must adapt to. In this situation, how immature of me to suggest that ‘Nothing Has Changed. Nothing Will Change’.

    Do I sincerely believe it? Is this another illusion of my mind? Am I really immune to the changes happening around me? Or am I going to hide behind the often-used, ‘Change is the only constant’ statement?

    It is safe to say, ‘Everything has changed, but nothing has really changed’. I go a step further to say, ‘Nothing will ever change for a person with a differential mindset, who can re-focus, re-tune re-sync in the re-world’.

     

    Nothing Has changed.

    It is this simple. Nothing has changed. You were born, and you will die one day. The two extreme ends of your journey called life have not changed. You were always worried about the only truth of your life; death. On the other side, you kept working on everything else in life, which were just a probabilistic and never a certainty.

    You will struggle, you will see success and you will see failure. You will have gains and you will lose time to time. Your will put your best efforts and work passionately on things you believe. Nothing has changed. The scale and size of the task may be different, but it is still a challenge. Nothing has changed.

     

    We Are Wired Wrongly.

    Unfortunately, most of us are wired wrongly. We see, hear and react to the bad news first. Negative thoughts and constraints flood the mind first. With too many negative thoughts, our assumption about the situation starts to re-calibrates itself. The heart and soul filled with fear and anxiety. We not only search but find defeatist logic for everything. We fail to recognise solutions, however obvious. And, in such a situation, our risk appetite is killed. We fail to imagine success. All we see are the barriers. Nothing has changed.

    Recalibrate Responses.

    We have to be on guard against such negative feelings. We need to be sharpening our attitude and check our approach to life, both personal and professional at every stage. We cannot be led by sudden impulsive decisions. Nothing has changed.

    A short term directive does not ask us to be blind to a long term vision.

    It is time for the whole ecosystem to be recalibrated. Expectations, ambitions and aspirations may need to be re-scaled, but they don’t have to die.

    The targets in business and life may be stretched and seemingly impossible, but they can’t be wished away.

    The competition may be a lot tougher, but we can’t just ignore them.

    The demand for product and services may be drastically tapering off, and job insecurity may be on the rise, but we can’t stop living.

     

    There Is A New Key.

    Living is all about improvement and purpose-led efforts. ‘Work from office’ and ‘work from home’, are no different, only the base station are changed. The principles remain the same. Innovative, resourceful solutions and thinking are still required. Nothing has changed.

    Procrastination still hinders decision-making. The stakeholders meet across screens. Presentation and proposals still need to build-up curiosity to genuinely engage and involve the stakeholders. We keep learning new things. Nothing has changed.

    The business lead generation and closure still take time. Cash flow remains critical and credit unavailable. Margins keep getting squeezed and competition ruthless and unethical. The creative agency continues not-in-sync with the purpose and the media choices that confusing and unlimitedly. Nothing has changed.

    We need a new key because the locks are not the same. And the lock is a lock because the key exists. Otherwise, it will just be a paperweight or a scrap piece of metal. We always have alternatives.

     

    Change The Filter Through With We See The World.

    The situation is not exactly what you wished for. But, then this could not be the first time. However, you always invested in understanding the market situation and find a relevant, viable, appropriate, effective and efficient solution. You still need to do the same. Nothing has changed.

    The consumer out there is still looking for recognisable product and services satisfying needs, wants and desires. Maybe few of the parameters are tweaked. Perhaps the importance of health, hygiene, and trust are rising. Probably most of the customers now want no-frill services. Maybe the bonds between family, friends and immediate are getting redefined. The inter-dependence and intra-dependence are finding a new un-spelt meeting point. Nothing has changed.

    The product and services launches are happening without the strobes lighting and dancers. Brands are realising the uselessness of singing and drama in their communication. The film-makers revising their approach. Product designer looking at functional superiority. And, the researcher and consultants busy redefining the emerging segment.

    No one is saying, ‘All is Well’, but there is a confidence that things are manageable. The collective confidence suggests that unified wisdom will find solutions. Nothing has changed.

    We have more unanswered questions than before.

    We are confused and hesitant to take decisions.

    We commit to a direction that we believe is right.

    We fight for our causes, and we want the credit but do not want to share the blame.

    Nothing has changed.

     

    We stand at a crossroad of possibilities and expectations. 

    We are ultimately nothing but a result of our expectations, experiences, and decisions. We are the net result and more than physical reality, perception of capabilities, intent and expectation. Nothing has changed.

    What happens now is no more destiny. It never was.

    It is a projection of our capabilities and confidence. And a measure of the nurtured potential, not the potential. Nothing has changed.

    In this scenario, Brand-I makes a difference. Now, Brand-i is more critical. Perceptions continue to define reality. We will have to act, come-out gun blazing, in a world that only welcomes warriors and survivors. Nothing has changed.

     

    Nothing has changed. Hence, you must not change. 

    Remain positive. See the opportunities where others see problems. Leverage the situation without exploiting the long-term stakeholders in the ecosystem. Willingly contribute to collective safety and security. Believe in whatever power and source of inspiration you do. Find the time to balance and fulfil your family and societal responsibilities. Do not do anything unethical, that you will regret later.

    That is precisely what we have been doing or aiming to do. Nothing has changed.

     

    Re-Alignment Is A Constant Process.

    All you need is re-alignment and re-tweaking of expectations and approach to the new coordinates and constraints defining the economy. Re-evaluate options and re-scrutinise decisions. We always did that. What is new in this? Nothing ever changed.

     

    Nothing has changed now. Nothing will change in future. 

    We will always live within covertly and overtly defined constraints. It is for us to decide if we will allow these constraints to define us. We found solutions in a rapidly changing world. A world is always full of problem and opportunities. We chose the opportunities and gave it our best effort. We failed, but that did not break our resolve. We experimented, and we lost hopes many times, but we did not abort the mission.

    This situation demands no different. So why would we not succeed?

    Lockdown or no-lockdown, we will continue understanding the newly defined situations and find newer strategies to cope  with and adapt to the new realities.

    Do whatever it takes to survive and excel. Man is created by his belief. As the person  believes, he becomes what he is. And for that the person must re-search and not necessarily research.

    Keep learning. Keep re-celebrating, re-aligning, re-syncing and re-mapping our resources and efforts. Like we have been doing in the past.

    Nothing has changed, nothing will change.

     
    Remember the GITA lesson: Whatever happened, was good, what’s happening, it’s going well, whatever will happen, will also be good. You need not have any regrets for the past. Do not worry for the future. Live in Present.

     

     

  • Sanjeev Kotnala writes on interview-based shows by Raj Nayak, Mitrajit Bhattacharya and Sonal Dabral

    A Tale of Three Web Talkshows. Spoiled for Choice

     

    By Sanjeev Kotnala

     

    News and notifications on webinars, interview-based talkshows, short courses, streaming discussions and dialogues have been invading my inbox ever since the Lockdowns kicked in. Two of three emails in the inbox are about invitations, registrations, subscriptions or access to an earlier event.

     

    The inbox is like the snake island, full of waiting web-based shows. I, the migratory bird am resting on it, during my onwards journey, unaware of what the show will present. I have watched many shows live, some recorded and few I have closed after a few minutes as they failed to engage me.

     

    One is bound to make errors in choosing events, shows, webinars and courses to attend. Stop blaming the system and the people managing these events. Remember, it is you who is responsible for the experience.

     

    The organisers are merely pursuing the organisational strategies of lead generation, image correction or information sharing. You decide to attend them based on your biased understanding of the calibre, capability, capacity and expectations from these events. This understanding itself is a result of your perceptions. Sometimes, it is okay to be emotionally lead. Mistakes happen. After all, the reality is adulterated with perceptions.

     

    No, I am not fully holding you responsible. The trap of topic-person-platform fit is a big bait. So it is natural to register. Making the wrong choice is a crime. However, when you don’t learn and end up attending yet another disappointing event, the fault lies with you.

    In the last two weeks, I watched three branded web shows. All presented by well-known persons in advertising and marketing.

     

    Friday’s Live with Raj Nayak.

    The inaugural edition had this delightful conversation with Jill Majeski. A free-flowing conversation with Anil Kapoor was next. I loved it. There was simplicity and openness that I enjoyed. If you have not watched, do find time to view it. Next was Poonam Mahajan. Poonam is not the candidate I would want as a guest. And then last week we had Faye D’Souza, a brilliant journalist and activist. It is different that I refused to watch it as I do not like her style of journalism. However, I watched it on YouTube. Somewhere I realised, I am watching, Friday’s Live purely based on my expectations from Raj Nayak. It was the wrong thing to do.

     

    A talk show is like clapping, it resonated when partners are on the same frequency. Raj brings a positive feel to everything. He is digging for learnings. However, the audience on the ringside wants to see every side of the personality. Failures and setbacks make the character seem more humane and likeable. Goodness alone will not have enough buyers.

     

    Bollywood Talkies with Outlook.

    Bollywood Talkies, is a show where Bollywood biggies are in discussion with Mitrajeet Bhattacharya. The title sets the tone and defined coordinates. The first talk with Neeraj Pandey was phenomenal. Mitrajeet raised right set of logically flowing open-ended questions. The conversation allowed Neeraj to sketch the story in his own style.

     

    Kabir Khan was the next guest. Expectations were high. Everyone waiting for his upcoming film – ’83’. The show was okay. And then last week my current favourite Taapsee Pannu was the guest.

     

    Now, I was watching because of the guest, and it did not matter who the host was. The show kept me engaged. Keep the good thing going!

     

    Streaming with Sonal Dabral.

    This one totally sucked me in.  Streaming with Sonal Dabral. For me, it was a semi-professional class. There was innovation/solution finding, passion and detail in work discussed. Professionally and personally, it was worth my time. The guest and host were absolutely comfortable in their shared space. The discussion smooth and straight. No pressure of time. It was like having someone for a cup of tea. The guest had complete freedom in term of time and space. The presenter only waited like a pinball player, keeping the ball in play without interfering with the narration. It was a terrific two episodes, and then I missed the next episode. Think I will be back watching the next one.

     

    All three talkshows have been promising. They do overlap in terms of content and audience, and that is something the host have to look at. The guest list and sequencing will impact the success of these brands.

     

    I will preferably prioritise Sonal Dabral over Mitrajit Bhattachary and Raj Nayak in that order. I know I will lose interest when the show starts being restrictive in style and probe. Remember I am trading my time with content. This is my current choice and is completely biased by the guest the show has.

     

    Well, I will listen to anyone talking with Javad Akhtar, Naseeruddin Shah, Rajkumar Rao, Sunny Leone, KK Menon, Kangana Ranaut, Deepika Padukone, Mahesh Bhat and Aayushman Khurana. I have another list across creative fields and in politics maybe one or two.

     

    We all know the biases our choices, past experience and future expectations. They must exist for us to be human. But, still, if we have a terrible experience in webinars, we must evaluate our choices and decision-making processes.

     

    Sanjeev Kotnala is a senior business strategist and educator. He writes weekly for MxMIndia. Sometimes, like this week, even more. His views here are personal

     

  • If you have a learning attitude and you are observant, your flexibility allows you the chance to adapt to the situation, wrties Sanjeev Kotnala

    Lessons from the Lockdown

     

    By Sanjeev Kotnala

     

    Did you realise ‘Work-for-home’ is an integral part of the whole adventure called ‘work-from-home! A few consultants, including me, have turned observers during the lockdown. It is our closest contact with real full-life. We have distilled real-life learnings and plan to exploit them in future webinars, workshops, panels and real-time coaching sessions. Who knows, there could be a book too.

     

    BUSINESS IS STILL FLUID.

    Lockdown is a continuum in adaptive learning. Brands are redefining their purpose-vision-functionality to be in alignment with the consumer’s needs-wants-desires-aspirations-capabilities in a very fluid market with its own operation and logistic issues.

     

    It’s a minefield out there, and mindful marketing is expected to help. All are talking of adapting to the new normal!

     

    The consumers are bartering for necessities with the most barterable commodity; cash.

    What’s so new about it? Nothing. Nothing Has Changed – Nothing Will change.

     

    SOMETIMES EVEN ‘WHY’ NEED TO TAKE A BACK SEAT.

    We may find out that ‘Why’ is over-rated against ‘How & What’. Today, brands have to re-earn and re-establish Trust. Here, answering ‘How’ takes precedent. The logic instead of imagery wins. The mission- vision- cause and purpose may not be as important as timely accessibility-availability and affordability of a basic service.

     

    The ‘We-Mindset’ which is celebrated as a realisation of interdependence may just be the mask consumer wears in social situations. However, the ‘I-mindset’ is what defines consumption and purchase- at least for some time.

     

    Just act. Do not  waste time trying to connect the dots. The dots will get connected in hindsight.

     

    On the other side, there are some lessons one can draw from this crisis.

     

    THE UNNATURAL UNDERSTANDING OF WORK FROM HOME.

    The real understanding of WFH is missing. The reality is different from the jokes, memes and the all-out stand-up comedy act. Don’t be surprised if the birth-rates takes a hit.

     

    There is the sword of survival hanging overhead. Where is the space in the family construct defined by more of constraints than a celebration of freedom?

     

    Lockdown is not a waste. Observant masters have harvested brilliant life-changing management understanding from the confines of 2.5 BHK. They reaffirm; home and family is a corporate set-up. There is a boss, pseudo-democratic processes and ill-defined unsanctioned dictatorship. There you go.

     

    NO ONE IS EXPERT.

    Did you try cutting your hair? Were you okay with just trimming them? Or adventurous enough to try doing a style/cut? Most of us realised adventure is not good at every stage. If it is not in your domain- don’t try to act like an expert. Hopefully, we have learnt the value of many activities we took for granted; like the barber and the house-help.

     

    PERFECT PRACTICE WORKS.

    Nothing is easy, and practice does not make you perfect. However, Well. With complete focus and dedicated efforts, one can even make the easy Kaju Katli, the complicated Jalebies or the finely balanced Momo’s. Remember, it is the perfect practice that makes for acceptable perfection.

     

    PERFECTION IS A MYTH.

    Cooking is easy!. YouTube recipes, instant mixes, pre-packed pastes and mixtures. And then the penny dropped, cooking is not that easy. It should be left to experts. It takes repeated dedicated efforts in deep learning mode before something edible and worthy of appreciation is cooked. Perfection is a myth. It is always work-in-progress. Hence learn to live with imperfection.

     

    CONSISTENCY IS JUST A PROBABILITY.

    There is no guarantee of consistency in the next time. It is wise to listen to expert and their instruction. Coaches are best for the situation. Consistency comes from the same quality ingredients and an SOP with tolerance.

     

    FAILURE IS A PART OF LIFE.

    Well, no explanation is needed. The best-laid plans are no guarantee of success. You may want biryani, but it can end up anywhere in the spectrum of Pulao to Khichdi. Well, it happens.

     

    Nothing wrong. With every attempt, you learn something new. It is okay if you don’t repeat the mistakes.

     

    Follow PARAM. Pause for a moment, Reflect on what happened, Absorb the learnings and move on. Go ahead and give another attempt to that finicky Gulab Jamun.

     

    SOP EVOLVES WITH TIME.

    So, you now know that dusting, cleaning and poocha must follow a particular order. In tea do you boil the milk and add tea leaves or boil the tea leaves and add milk! The onions are deep-fried or golden. Can the white dresses be washed with colour dresses?

     

    They sound simplistic and wired, but the processes matter. Do not apply corporate operational knowledge for a possible higher efficiency. It will be suicidal.

     

    Hopefully, you are a temporary intern in the WFH.

     

    Do not try destabilising the processes that have evolved as a semi culture within the four walls.

     

    X-FACTOR CALLED LUCK EXIST.

    One cannot account for luck. The rasogulla burst in ghee and the homemade paneer is so soft. Things happen because they are destined to happen that way. Don’t waste time analysing everything. Don’t seek logic and rational Some things cannot be explained. That is what luck is all about.

     

    PARETO IS EVERYWHERE.

    Every meal teaches the need for detailing. 80% is all about preparation. Getting the right ingredients in the right quantity. Reading and understanding the recipe ( SOP) first to avoid mid-way surprises. Master the SOP before experimentation.

     

    FREE IS RISKY.

    Oh Zoom in and read the experiences. Meetings were hacked and hijacked. Unwarranted data and visuals flooded the screen. Nothing like it happened in the paid version. Once again telling you there is nothing called free lunch.

     

    PRIORITISING IS AN INTEGRAL PART OF LIFE.

    You cannot pay for everything that you need. You can’t attend the Gyan loaded webinars. There is a content overload everywhere. Emails and social media is full of tempting customised invites.

     

    Everything is not meant for you. You are not expected to consume all the content directed at you. You have to kill the temptation to click and register for everything coming your way. Prioritising is the only solution.

     

    PEOPLE WHO MATTER DON’T MIND.

    In this period of lockdown, the conversation happened over social media, phone calls and emails. Were you able to correctly read the pitch? Were you not surprised and in some places totally immune to comments? Somewhere you realised; People who matter don’t mind and people who mind, don’t really matter.

     

    CLOSURE NEEDS TO BE COMPLETE.

    If you close the meeting and step out the system, it might reconnect and transmit what you may want. So, once you finish something ( including the zoom or namaste meeting), you get out completely. You close the session. The closure is equally crucial in social and personal life.

     

    FAMILY COMES FIRST.

    Hopefully, you could find time and space to Re-Search inwards and enjoyed the family togetherness. Despite all the jokes, at the end of the day life’s first and only priority is family. You are responsible and accountable for your happiness much before anyone else’s happiness.

     

    BRAND-I MATTERS.

    You are the CEO of ‘I-Incorporated’ and your Brand-I. In an uncertain future, your Brand-i will play an integral and critical role. Remember, in life, in case of equal skill, talent and performance, what carries the day is the stakeholders and management perception. How are you branded matters!

     

    BEING POSITIVELY SELFISH IS GOOD.

    Did I confuse you? If you can take care of yourself and your close members. If you remain agile and healthy, then only you will be able to think and work towards societal benefit. Till then, be positively selfish. The change and protection have to start at the smallest unit – an individual.

     

    ARMY STYLE WORKS.  

    There is only one boss. You should never question the boss though you may suggest and hope the suggestion is bought. Wait for the right window and mood to present suggestions. Instant appreciation works far better.

     

    BEING EXPERT IS NOT ALWAYS HELPFUL. 

    Always remember never become an expert. Organisations hate to relieve experts of their responsibility. It may sometimes be better to hide expertise. Don’t let the heads at home know how good filter coffee you make or how good pakodas you can make. Otherwise, you know what you will always be making.

     

    The art is in making the team members expert. Give them experience. Delegate the task. And then the team members need for higher responsibility will automatically push you towards a very cushy senior managerial role.

     

    Nothing Changes.

     

    The work or the expectation. The need to work and family-life balance. The protection and the precautions. The working from home. Team efforts. At best, the approaches and the location, the tools and the levers change. However, even with the changes, they remain the same. Nothing has changed. Nothing will change.

     

    YOU NEED A LEARNING ATTITUDE.

    If you have a learning attitude and you are observant, your flexibility allows you the chance to adapt to the situation. Then nothing will ever be tough for you.

     

    Be the student in life, it carries lesser risk than being a teacher. In case you did learn something more, do let me know. Maybe, due to my experience and expertise bias on the subject, I may have missed something elementary.

     

  • Creative is more about the freedom the agency enjoys, the culture of ownership and more, writes Sanjeev Kotnala

    Clients get the Creative they Deserve

     

    By Sanjeev Kotnala

     

    Each one of us is has a belief system. It defines our actions and reactions. It is based on our experiences, work culture, observations and expectations. It is fluid in the initial part of life and becomes a bit non-negotiable after some time. In fact, we start selectively searching and seeking examples to further reinforcing our beliefs. We slowly develop these biases and refer to them as mindset filters. As humans, we suffer from selective knowledge that we have anyway interpreted through Generalisation, Distortion and Deletion of experiences and information.

     

    It becomes tough to remain open to new ideas and thinking which are not as per our belief system. So, we keep reminding ourselves to remain open to ideas, try to think outside the box, not to be biased and importantly evaluate the idea, not the person.

     

    I too have my belief system, which I strongly endorse. I know, it is not meant to be perfect, but it has worked for me. I am trying to question this statement which is a part of my belief systems and would love hearing your point of view. 

     

    CLIENTS GET THE CREATIVE THEY DESERVE.

    How many times we have heard it agency people saying it. Yes, the client gets the creative they deserve. I have been on the agency side, client-side and now am an independent brand and marketing advisor/consultant, and I have reason to believe that clients get the creative they deserve.

     

    Creative is merely not a function of getting the best talent to work on a sharply defined probortunity or the funds available for development and production. It is more about the freedom the agency enjoys, the culture of ownership and innovation at the client ends and the degree of empowerments within the teams.

     

    I don’t know how many from the younger generation consider the Client-Agency relationship to be like a marriage based on shared values and outlooks, and not on the retainer fee. In an idealistic framework of client-agency relationship, it should promote co-existence, mutual benefits, acceptance and adaptability of thoughts. The agency can and should be able to influences the client’s approach to communication. However, people in the industry know the reality. It has only been deteriorating with time.

     

    Agencies were business partners and advisors. They were like a doctor. They were prescriptive and recommendatory in their approach. The agency participated in the strategic discussion. Now, they rarely get treated like business associate and mostly as a vendor. Exceptions to the rule exist…

     

    Here is a classic Mohammed Khan anecdote. In meeting with a large automobile client, Mohammed Khan re-presented the campaign that was rejected in the last meeting. He was convinced that was the campaign client should run. The client pointed out that the campaign was already rejected it. Then Mohammed Khan said: “you know how to make the best cars, and we don’t tell how to make them, you hired us as an agency, because, we are expert in our field and you should not be telling us how to make a campaign”. Those were the days, and those were the agency people. The situation has changed.

     

    Today, agencies act as a tailor. The customer dictates the type and style of the dress. Many agencies now serve creative options on a menu card and expect the client to evaluate and buy.

     

    Yes, few agencies are still trying to do excellent work on their terms. And these are small set-ups.

     

    Yet, clients are not to be blamed completely. It is also about the level of engagement and involvement the agency has the conviction in their work. The confidence to passionately go for what they believe is right. The filed work to really understand the market, competition and the customer.

     

    There is another anecdote, this time from a copywriter who has won many CAG awards. When a client suggested that the ‘,’ in the copy should be changed to ‘.’. The copywriter refused and said, if the campaign goes, it goes with the ‘,’ otherwise I am happy to present a new campaign tomorrow. That ownership is hard to find nowadays.

     

    Another case. In one meeting, the copywriter presented a Golden Sheaffer pen, to the client. This client was known for taking out a ballpoint pen and start marking copy changes on the layouts. While gifting the pen, the copywriter said, we write copy passionately. We evaluate and think of every word there. We think how the syntax should be and how the consumer thinks. And yet, if you have to do the changes and mark ruthlessly on the layout, it will be appreciated if you use a Sheaffer.

     

    THE COUNTER ARGUMENT.

    Then there is another counter-argument, best reflected by the quote often attributed to Walter Saldhanha of Chaitra and shared by Ambi Parameswaran. “We will recommend what we think is right. But if the client insists on doing bad ads, we will do them. Simply because, if they are going to waste their money, they might as well, waste it through us.” This does make business sense.

     

    In the late nineties, I remember Denis Joseph reacting to a Lintas campaign that the client has rejected. Dennis said, ‘Don’t be disappointed. He is a mere client and must have his reasons to believe this campaign won’t work. Pity he does not know to advertise. So we will first present what we think is best for the brand. And if the client fails to see the truth, we will do what he thinks should be done, but, still, we will do Okay but not a mediocre job.’. 

     

    IT TAKES TIME.

    Remember, relationships take time to build up. Confidence and Trust take much longer. Willingness to support each other’s initiative still much longer. And hence, a longer relationship mostly shows polarised results: absolutely brilliant work or run of the millwork.

    Many times, change of CMO or the agency trigger a shift in approach and the type of work happening on a brand.

     

    Great or Excellent or even Good work happens when the client and agency’s thinking resonates. When both are in it for a long haul. When innovation and experimentation are accepted and encouraged. When people listen to disruptive ideas. And, when Idea is owned collectively. 

     

    HINDU LONG COPY ADS.

    I am not really surprised at long copy ads that Hindu has released in recent past. Each of them is brilliantly written. It makes sense for a Newspaper brand to believe in written words and hence be extremely confident of long copy advertisements. However, it needs much more than mere conviction. Hindu has done it consistently and in recent times. It has also taken a tough stance and amplified a not so popular opinion. Here is the one they released on the world environment day.

     

    TCP- THAILAND AD.

    The other quoted statement and this time from the client-side, ‘Efficient and effective full-page ad is easy, creativity is when you can do it in 60 ccs’. I know it is loaded and can be debated until the cows come home. But there is some truth in it. There are ideas which need space and more, and there are ideas that cost almost nothing. However, opinion remains divided if creativity gets amplified when there are no constraints or when it is severely constrained.

     

    Here is another example of such creativity. And if one is to believe Wunderman Thompson, Thasorn Boonyanate, ECD in Thailand, cut the film after TCP Group (owner of Red Bull & other beverage brands) cancelled one of his most significant campaigns of the year. Okay, let us for a moment believe even that and that could be true. Then Boonyanate posted the film on his personal Facebook account and trust me it is going to be noticed and do a hell lot for TCP. The film is smooth and engaging, it takes a somewhat different route to present what TCP; the client is doing during the crisis listing many initiatives that are going to make you feel good about the brand TCP. And it then ends with ‘I am upset they quit of our advertising campaign, But what matters more is that they don’t quit on the millions of people they serve, so thank you, thank you.’ ( Thank you Campaign India– I saw this first here)

    This may or may not be client supported, but in either situation, it is good to work. 

     

    NEARER HOME- FEVICOL

    Nearer home, saw the Fevicol communication loaded with simplicity. It reaffirmed that to engage the audience, mega-production budgets is not a requirement. Don’t wait for perfection, just be on time.

     

    If the client and agency are on the same wavelength, they hit the target more often.

    I am not sure if this Fevicol film ( Zinda rehna hai aur aagey badna hai) would have been released in pre-COVID days. It may have remained as an in-house scratch production for client presentation. It is raw, and that is the beauty of it. Right now the audience understands and accepts some imperfection, till the idea strikes a chord. 

     

    It also reminds of the Fevicol initiative at the start of the COVID crisis. And the two link. It is easy when the brand remains contextual and speaks to leverage its long-standing promise.

     

    TOP OF THE HOUSE- AMUL

    It is the classic example of Trust and faith between the two parties, the client and the agency. The client totally trusts the agency, so much so that the client sees the OOH creative with the consumers. The creatives are considered approved. They usually are, not sent for client approval. It is not that such working has not resulted in issues and problems. The timely technical glitch with Twitter is an example. Yet, what we hear from the client a simple statement- Amul Girl will speak her mind!