MxMIndia

Category: SANJEEV KOTNALA

  • The news media's role is crucial in keeping issues alive and questioning government policies, actions and inaction, writes Sanjeev Kotnala

    Time to Smell the Joshimath Salt

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe news of cracks in the Joshimath (Uttarakhand) houses has slowly disappeared from print and television screens. It again demonstrates the media’s susceptibility to sensational news and playing to a voyeuristic audience. Just like the lack of follow-up administration, follow-up journalism is dead. I react as the news is about Uttarakhand, my native state. So, I selfishly take this space and your precious time to keep it alive in your mindspace. I know not much will happen, but I will feel less guilty of inactivity. And maybe the media would wake up again to its responsibility without waiting for man-made natural disasters, which can happen today- tomorrow or in the next few years.

    What you watched on screens and read about the Joshimath, Uttarakhand cracking under natural man-made disasters is just the tip of the iceberg. The foundation for it has been laid many decades back. Voices of protest by vigilant civic groups and protestors have been ignored by indifferent governments focussed on rapid development projects.

    Joshimath became the focus when hiding the brutal realities was no longer possible. It is, after all, a strategic town for tourism and from the national security point of view. This fact, instead of being a boon for the residents, has been a curse for unscientific, unsustainable, hazardous development.

    Most of us are aware of various reports with uncanny consistency, red-flagging the disaster in the making. It is different that the government found ways to read between the lines and point out shortcomings of the reports to ignore them. There is no point revisiting this ignorant apathy of state administration.

    It is clearly a case of fragile young mountains with low weight-bearing capacity. Joshimath cracks have made headlines, but many other places have reports of sinking land. Heavy tourism and other ill-conceived projects are slowly pushing them into a potential disaster.

    I am from Lansdowne, Pauri Garwhal. Whenever I have driven inwards or have heard people visiting from upper zones, the story is the same. The towns are rapidly being sacrificed to tourist and religious tourism trails. The massive road and hydel projects threaten the fragile ecosystem. The rampant construction of hotels, no planning and blatant flouting of the rules is exposing these places to a future of natural disasters – that will be entirely man-made.

    This is the time to pause, and while we may continue to probe about what and why of the past reports, action and inaction, greed, and development, we must invest in reflection and define the future course of action.

    Uttarakhand faces multiple problems. Migration, emptying villages and towns, lack of opportunities, unemployment, women and child health, potential ecological disasters, and dying traditional farming. Everything is concentrated in a few towns- further enhancing the problems.

    I am no expert, but as a layman can see Uttarakhand’s problem. The answers must be found collectively in a time-bound process. It may help other hilly states learn and avoid such a situation.

    The people of Uttarakhand are willing to be part of corrective measures even if they initially have to go through some hardship. Remember, the problems are not just of Joshimath and surrounding areas. The problems in many other places, including Nanital, Lansdowne, Mansuiri, Almora, Bagehwar, Chamoli, Pauri, Tehri, the valleys and towns like Dehradun, Haldwani, Kotdwar too.

     

    NET-NET: THE ACTIONLINES

    Here is something that is expected from the government:

    1. Formulate and implement a strict tourism policy. Using technology control bookings, number and movement of tourists.

    2. Restrict stay options. Only licensed hotels with strict guidelines. Stop any new hotel projects, cap and license homestay.

    3. Impose a development and ecosystem tax to enter the state and a higher tax for the places in fragile zones. Think again – is there a need to speed up and over-amenities religious tourism.

    4. Initiate a complete geological study under the competent authority and experts, leaving no scope for later fault finding or pointing out the shortcoming. Do all the test that is required. And when it is completed, please read, understand and act. The government has initiated some 6-7 studies specific to Joshimath. Still, the time given to them is short, and it seems that is someone just ticking the box.

    5. Stop all Hydel power projects and re-evaluate their short and long-term impact.

    6. Define and strictly follow construction structure and material guidelines for houses and commercial properties.

    7. Do not create new settlements without proper evaluation and sub-infrastructure development. At the same time, finding new locations is needed to decongest the existing infrastructure.

    8. Bring the BHO-KANOON into operation and expand its scope. Do not delimit new areas.

     

    More than anything, start listening to local bodies. Because when the primary beneficiary of a project protests, there is a question of survival. It is time that local and civic bodies are taken into confidence before the project’s approval.

    The Joshimath problem should not be restricted to the continuity of Yatra in 2023 or the bypass for national security. It should be seen as a red flag for all that affects the state.

    I hope Joshimath acts as the wake-up call Uttarakhand needs. We all must become cautious in our actions and seriously consider the impact of our projects and any further development in the area. I hope we are not too late. And the media plays a constructive role in keeping the issues alive and questioning the government policies, actions and inaction. That follow-up journalism delivers the goods.

     

    FINAL WORD
    The recent disaster in Joshimath has highlighted the need for better disaster management and relief efforts in Uttarakhand. The government must take steps to improve preparedness and pre-emptive measures, ensure swift and efficient relief and rehabilitation efforts, prevent future disasters, and be transparent and accountable in its actions. The people of Uttarakhand expect the government to take these measures in order to ensure their safety and well-being in case of a disaster.

    …………………………………………

    Here is some thing you can read about Sinking Joshimath and watch these videos on the Joshimath problem.

    Joshimath Sinking- a talk with ATUL SATI.

     

     

    Ground report- Why is Joshimath in Danger?

     

     

    Expert talk- Joshimath Sinking

     

     

    ………………………………….

    And as an experiment one paragraph of the above article is written by ChatGPT.

     

  • Travel can offer personal, mental and emotional benefits making it a valuable investment, writes Sanjeev Kotnala

    Is travelling an expense or investment?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaTravel and expenses go naturally together. And one takes time to realise that maybe that is an old and wrong way to see things. It should have been Travel and Investment instead of Expense. The idea was waiting to happen. It is as good a case as Insurance and Safety or Insurance and protection and future planning. Insurance and Death are naturally occurring but hardly exploited in insurance brand communication.

     

    SOME FRIENDLY EXPERIENCE

    A small set of people do see travel as an investment.

    One of my juniors would save and take one or more trips to a new destination every year.

    One of my friends passionately explores new countries. He invites people to join him on trips, thus gaining trip partners and new friends. His trip in life is to visit all the counties, and he is inching towards it.

    I have interacted with young foreigners on a backpacking trip at a few religious destinations. They say they have taken a gap year for the trip o explore the world.

    They are investing in travel as a tool.

    I am a fan of such travel experiences. On my trips, exploring a new destination, I try not to leave anything for the next time. And I diligently plan and study the destination before the trip.

     

    TRAVEL AS INVESTMENT

    Cleartrip is exploring by propositioning travel as an investment. Cleartrip presents the case to treat travel investment as an investment into friendship, wanderlust, and love. Keeping the same protagonist who gets different reasons from family members for investing in travel with Cleartrip. Naturally, everyone has a different reason.

    The Cleartrip format has the potential to include other reasons for travel as an investment. And there is a clear line while talking of investing in travel as a bonding exercise- that it is not subject to market risk. Some smart copywriting. The overall communication is well thought-out and smartly executed with highly functional but integrated brand mention.

    The brand can take the proposition forward, and other brands can work toward such a mindset change.

     

     

     

    MORE ON TRAVEL AS INVESTMENT

    Travelling solo or with people to newer destinations helps personal growth. It exposes the traveller to new cultures, perspectives, and ways of life, expanding their horizons and challenging their beliefs.

    They have new experiences and rich memories that last a lifetime. Some incidents and episodes from travel carry anecdotal value for many years. Travel forces one to adapt to new environments, situations, and problem-solving. Many times, language compatibility issues, in fact, help to improve the traveller’s communication, organisational and interpersonal skills.

    Every destination has a pace to it, and one must realise it. Travelling should not be hectic; a must-see and experience-everything mode. It should lead to relaxation and rejuvenation and better physical and mental health.

     

    TRAVEL – A COMPLETE EXPERIENCE ECOSYSTEM.

    The travel ecosystem kicks in from the time one starts planning. It includes selecting the destination, studying, discussing, finding out about the destination, evaluating and choosing travel mode, stay options, being at the destination, the real exploration and experience and coming back with tonnes of memories.

    All of these must work smoothly to create a superb experience. Unfortunately, something is always below expectation in such a complex matrix, and the gap between expectation and experience creates dissatisfaction. But even that is a learning opportunity.

     

    NET-NET

    Travel may not have a direct financial return, and it is easy to see it as an expense as there is a money outflow. However, it can offer personal, mental, and emotional benefits that enrich the traveller’s life, making it a valuable investment. And for the country, travel is an economic multiplier.

    ……………………

    ADD ON.

    Here is the Uber Ukraine Ad: keeping Ukraine moving. Well it could be true there but the reaction of an Indian Uber user would be highly different.

    There are three stories, two of them are the story of Uber driver Pasha and  Dima.

     

  • If the traveller is in sync with the frequency, beat, pulse, cultural nuances and dominant flavour of the destination, the immersive experience gets enhanced, writes Sanjeev Kotnala

    Sanjeev Kotnala: While travelling, Sync with the Destination Pulse to Enhance your Experience

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery place has a beat, a pulse of its own, and one can feel it. The pulse and frequency of a destination refer to its unique energy, rhythm, and pace of life. If the traveller is in sync with the frequency, beat, pulse, cultural nuances and dominant flavour of the destination, the immersive experience gets enhanced. One can mostly feel this reflected in tourism communication. However, most just do not put too much empathises to this important part of the communication, not realising that any deviation will lead to wrong impressions and expectations, resulting in irritation and disappointment.

     

    If the destination has a vibrant nightlife, tune in with the late-night energy and participate in local activities. If it is a relaxed, laid-back destination, adopt a more relaxed pace and not try to fit too much activity into their schedule. And hence, the travel objective should also be considered while deciding on the destination.

     

    Mumbai, the financial capital of India, is known for its fast-paced energy, bustling streets, and vibrant nightlife. A city that never sleeps and where even the festivals go deep into the nights. For an immersive experience, the traveller must adopt a fast-paced lifestyle and join in the city’s lively activities. Explore the city’s bustling streets and colourful markets, and try street food. The experience cannot be complete without a late-night stroll on Marine Drive, a cup of coffee to enjoy, a visit to the iconic Gateway of India, and travelling on the local. For the religiously inclined, a visit to Haji Ali and Siddhivinayak temple is a must.

     

     

    Kerala, on the other hand, has a relaxed pace of life. The travellers need to slow down and take time to appreciate the state’s tranquil backwaters, lush green landscapes, and vibrant spice plantations. Try traditional Keralan dishes and participate in wellness activities like yoga and Ayurvedic massages.

     

     

    Goa is also relaxed. Here the day has only one purpose, to leisurely move towards the sunset and the evening that comes alive with multiple activities, social interactions, and drinks. Everything moves slowly, and the day coils in the energy to burst with purpose in the evening. In the daytime, tourists go sightseeing, hurrying and covering multiple destinations without soaking in the experience. Dona Paula gets a 30-minute break, and Fort Agueda a 45-minute break. They hop from beach to beach – not in sync with the pulse of the place. An experienced traveller concentrates on a single beach, leisurely lunch, afternoon siesta and night activity.

     

     

    On one of my visits to Goa, my friend Peter and I decided to take a hired taxi instead of the unionised taxi from the hotel. We had seen a banner ‘Taxi for hire’ at one of the small bungalows near the Hyatt. It was afternoon, and we purposefully walked towards it and knocked on the door. After much knocking, a man in his vest and a lungi opened the door and looked at us. When we told him we needed a taxi for hire, he looked out, looked at the sun, looked back at us and then calmly announced he was not available for hire as there is too much sun. We can come back in the evening. That’s Goa for you.

     

    Jaipur, Rajasthan,  rich in heritage, has a differential pulse with its vibrant, colourful markets, stunning palaces, and rich cultural heritage. It is steeped in history and tradition. And it demands a certain respect and time to explore the city’s narrow streets, and iconic Palaces, trying local favourites like dal baati churma and participating in activities like puppet shows and traditional dances.

     

     

    Take the case of the holy city of Varanasi, Uttar Pradesh. It is known for its religious significance and spiritual energy. The traveller must follow the rituals and the day part plan to experience it. A sunrise boat ride on the river Ganga, a ritualised visit to numerous temples, and tasting rich street food are a must.

     

     

    Know the pulse and be in sync with it to resonate towards an enhanced and immersive experience. Whatever you do, don’t be in a hurry. In fact, just like one plans a site visit- one must plan the rest time. When you do that, you will be able to connect with the local people and environment on a deeper level, creating memories and experiences that will last a lifetime. Then the travel will no longer be an expense but an investment.

     

    NET NET.

    I may not personally agree with the pulse of the destination as demonstrated in the above examples, as almost all try to tell you there is more and more to explore- that’s it. And hence don’t get mislead by the tourism communication at times and find the pulse yourself.

     

    TO GET THE BEST OUT OF YOUR VACATION.

    :: Plan the details and check your bookings. Don’t just depend upon the e-mail confirmations. Read the reviews.

    :: Read about the destination and plan your schedule with enough time to recover.
    Decide what is must for you and what you could leave for later. I prefer to have a linger vacation and cover all of the destination at one go.

    :: What works for me is  first half sightseeing- rest in afternoon and evening attractions. Find your own rhythm. Give each attraction due importance and time.

    :: Hire the guides and listen to the stories.

    :: Maybe dump hotels and stay at Home stays. Don’t over drink or over eat.

    :: Use local transport. Walk as much as you can.

    :: Follow local traditions and rituals. And if your vacation overlaps a festival – just immerse in its experience.

    :: At least have one different local dish in each major mail.

    :: Try getting off social media. While at a site- experience it with all sense. Do click pictures and videos if you like but the screen should not be the only way for you to experience.

    :: Every day in evening catalogue your pictures for future and share if you have to post the destination. As during the vacation it will start a discussion which will eat into your time.

     

    Sanjeev Kotnala’s column appears on Wednesdays. This wasn’t carried yesterday due to oversight (by us). Apologies – Ed

     

  • Bigg Boss has been one of India's most successful reality shows, but must bring a fresh focus in Season 17, writes Sanjeev Kotnala

    Sanjeev Kotnala: Bigg Boss must take a reality check?

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe success of Reality Shows is based on the contestant, the show content and the fans who follow the developments. The show naturally progresses to the finale, where the winner is identified. The finale ends up giving mixed signals and experiences to the fans, and the Bigg Boss 16 finale last Sunday was no different.

    MC Stan lifted the trophy, and fans’ favourite Bigg Boss fanatic Shiv Thakre could only fake his smile as the runner-up. Priyanka, the vibrant contestant and a strong contender, the third finalist, gracefully accepted the people’s verdict. However, the fans were left wondering what MC Stan had done in the show to win the trophy.

    In many ways, MC Stan’s popularity as a rapper and not his stay at the Bigg Boss 16 defined the win. And it is not good for the show, suggesting that the chances for the common man or woman to win in Bigg Boss are over.

     

    REINVENTING BIGG BOSS16

    Bigg Boss reinvented itself in Season 16. It was a different show in many ways. The creative and content team did wonderfully to bring freshness to the show. There were many successful experiments. The biggest of them was Bigg Boss intervention and decision to play the game. However, the fans feel Season 16 was not mentally or physically challenging for the contestants. The contestant instead had an effortless stay compared to the earlier season.

    The disease of aborting a task or non-participation that infected Khatron Ke Khiladi also affected Bigg Boss16. Many tasks were aborted, and Bigg Boss remained a spectator, lightly penalising the participants. The contestants blatantly questioned Bigg Boss’s actions calling it scripted and biased, used predominately English, and the Bigg Boss did nothing much. Even many visitors used English more than Hindi.

    There was a feeling that the Bigg Boss was towards the mandali. Sajid could get away with Murder. Abdul could not do anything wrong. Shiv and Stan were the favourites. Whereas, Priyanka, Archana and Shalin were targeted time and again.

    The show must analyse how the contestant acted and reacted and how Bigg Boss reacted. It must decide how to overcome and bring a fresh focus in Season 17.

     

    EXPERIMENT – THE KEY

    The sideshow Bigg Buzz with Krushna was an experiment that needs further refinement.

    Fans were surprised with so many weeks of non-eviction that affected the content of Bigg Buzz. They have their theories on non-eviction. Was it because the participants were promised and given a minimum guarantee of weeks of stay. Or whenever Sajid Khan was nominated, the week went into no eviction mode. Or was the channel unable to get more celebrities interested in the show as wild card entrants forcing the show to have no eviction weeks?

    Shekhar Suman and his acts were liked. The short segment he hosted was quick, pacey and full of humour and sarcasm. It was engaging and had the sharpness the fans appreciated.

    The weekend ka vaar on Friday and Saturday with Salman was usually great fun. However, the fans complained that the star host’s screen time was less. Many unwarranted unengaging, irritatingly silly tasks and interactions were used as a filler on weekends. The tasks, questions, and reactions tended to become too repetitive and lacked originality.

    The channel tried to have some novelty in the tasks for the captain challenge, nomination process and winning the weekly ration. However, these tasks were not as challenging on mental and physical parameters as in the earlier seasons and thus diluted the impact. The audience loves it when the contestants have it hard- but this season was a walk in the garden.

     

    BIGG BOSS GOES SOFT

    One of the critical parts of Bigg Boss that the viewers liked, admired, and enjoyed was the powerful mystic no-nonsense Bigg Boss. There was an aura of control and discipline.

    In Bigg Boss16, Bigg Boss was too soft. Bigg Boss interaction and engagement with the contestants lacked control and confidence. It was a more professional, friendly counsellor who contestants like Shalin Bhanot, Tina Dutta and Archana took for granted. The banter though a bit humorous and at times dipped in sarcasm, was ineffective. In effect, the contestants used surprisingly light banter with Bigg Boss, thus slowly eroding the overall control.

    Evictions based on direct voting among the participants or through votes within a small subset of the audience or media representatives were not appreciated. The fans want complete control of eviction by public voting.

    The ration and nomination tasks were mildly interesting and not so engaging. Most of the time Bigg Boss lacked control and could not set the right narrative- which was not what the fans wanted to see.

    The captain election tasks and even the Ticket to Finale were tough and hard-fought. In Season 16, they were too easy and did not test the contestants to the level the fans wanted to see.

     

    THE PERFECT HOST DOST 

    A few episodes hosted by Karan Johar and Farah Khan showed why Salman Khan is the best host for the show. In fact, one cannot think of an alternate personality who could do justice to the task. The difference was apparent. Salman’s control is perfect, and his interaction, playful banter or reprimanding directives and suggestions were perfectly pitched. It helps that contestants look up to host Salman Khan as an industry professional who commands respect. Salman deserves every bit of adulation, admiration, and fee he charges. One hopes to see him continuing to host the future seasons.

     

    AMPLIFYING THE SUCCESS.

    Bigg Boss16 went out of its way to suggest and reiterate that the trophy is one thing, and the exposure the contestants get from the show is the actual reward. The performance does not go unnoticed and is a powerful platform to give an amplifying flip to the contestant’s future engagements. Nimrit’s engagement with the Ekta Kapoor film. Ekta offering Shalin a show. Gautam and Ankit have already signed new shows. Priyanka is the glam face. Abdu launched a new song and is on his way to Big Brother. Sajid is starting his movie finally. Not everything can be linked or reflected as an outcome of Bigg Boss- but let’s say it was auspicious and shubh for the contestants.

     

    NEGATIVITY AND REALITY

    Bigg Boss is often criticised for promoting negative behaviour and drama among the contestants. They fail to see the show encouraging positivity and teamwork. The viewers see Bigg Boss being biased and always nudging the contestants towards heated arguments and doubts leading to fights. And one can say that seems partially true.

    I have always held that there is much more to see and observe in Bigg Boss. There is a deep human interaction as the contestants are confined to a defined area with no sense of time and any news from outside. They are competitive and fight for privileges and survival in the show. The way the groups form, the friendships grow, emotions and feelings get expressed or subdued, the encouragement and reprimands, and the negotiations between contestants for votes and interdependence are worth watching, understanding, and discussing.

    It depends on the filter and lens you use to watch the show. Keep seeing the negativity; you can paint the whole show with it. And if you want to read it for human interaction and behaviour, every moment reflects it.

     

    NET-NET

    Bigg Boss has been one of India’s most successful reality shows and continues to do well. However, it is trapped within some ill-defined self-imposed format constraints which need to be questioned. The tasks and interaction need creative teams to deliver freshness to the show. Hope to see Bigg Boss17 with a fresh set of tasks and innovative interaction and a set of contestants that are not dominated by TV or film but come from diverse backgrounds.

     

    Sanjeev Kotnala is a veteran marketer and educator. He writes on MxMIndia every Wednesday. His views here are personal.

     

  • There's a lot to be done on customer awareness and safety tips for financial transactions, writes Sanjeev Kotnala

    Should Banks & Payment Platforms collectively address safe transactions?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaEvery day there is a story of a digital payment scam. One fails to understand how even literate and well-aware people are conned. The fault is not with banks and digital payment platforms, which constantly try to educate consumers on the does and don’ts of digital- online payments.

     

    One marvels at the agility and innovative schemes the scammers run to trap the gullible public. The fraudsters are fast learners, innovative and agile in redefining their work processes. The scammers have a new technique, a new trap and a new story every day to trap their victims. They know that ten can be potentially trapped for every cautious person they encounter.

     

    On the other hand, the basic precautions while making a digital-online payment have not changed much. But, it seems that people learn only when they or people near and dear to them are targeted and scammed.

     

    The banks keep on talking about wanting to create a secure financial network. Still, the onus should be on the users: who needs to be alert while using the platforms to make digital payment and purchases.

     

    Collective Corroborative Effort Is Needed

    Maybe, there is a need for collective, collaborative, synchronised efforts from all banks and payment gateways. Maybe, the different messaging strategy used by the banks and payment gateway is confusing. These messages need high frequency and cross media utilisation across Radio, Print, TV, Digital and even outdoor. And print and TV can work wonderfully well for the communication.

    Do you agree that a collective simple communication drives like Pulse Polio, where every bank and payment gateway contributes, will lead to better communication effectiveness or should they individually address the problem.

     

    ICICI BANK #BeatTheCheats

    ICICI Bank and ICICI Foundation have been doing some good work communicating these simple rules. They have treated the scammers as an organised set-up with training and showing how they trap the victim. Think the communication works.

    UPI PIN is only needed for making the payment, not for receiving payment. Never share your UPI PIN with anyone.

     

    Never scan unknown QR Codes. QR Code is scanned for making payment and not for receiving payment or refund. Beware of fraud lottery scams and messages that tell you – you have won and send you a link for payment. Remember, if it’s too good to be true, it probably is! Never trust calls/SMS claiming you won a lottery. Never click on unknown links. Never share your PIN/OTP with anyone. Let’s #Beatthecheats.

     

    RBI Bank And Digital Safety

    RBI has been at the forefront of customer digital safety education and communication. It has used various media options and created simple communication series. And its shorts are directly shareable across social media platforms. Like every other bank, it has films pushing digital safety and not sharing banking financial information. And they has used day-to-day situations like a badminton court and a restaurant to further make the point. It even has a Rap Song to propagate the message. The bank has heavily invested on Digital interaction on the subject and used print to communicate the message.

     

    OTHER BANKS

    HDFC Smartbuy even shares tips on how to get the best out of online shopping and safe Digital Payment. They have a series of ads showing possible Scam schemes like Holiday and how the victim is trapped.

     

     

     

    Axis Bank  plays the same or similar points in their communication on Phone pe Chori. RBL bank also shows the scamming process, including the KYC update scam, and how an alert customer can be safe.

     

     

     

    THE SCAM STORIES.

    There are many stories that scammers weave to trap their victims. For example- pre-payment advance for buying an item on sale by the victim, including a deal on platforms like OLX. Lottery win information and need for the pre=conditional registration fee. Hacking into customers’ WhatsApp or Facebook accounts and sending messages to the contacts, asking for money. Using Facebook hack of open account visuals and then using them as sextortion. Massage parlour booking sextortion case. Selling consumer durables or properties at a very attractive price. Multiple bookings at Airbnb or Homestays or even low-cost, out-of-the-world priced holidays and many more.

     

    HELPLINE 1930

    As per the Ministry of Home Affairs (MHA), more than 1,40,000 UPI fraudulent activities were reported on the National Cybercrime Reporting Portal (NCRP) during Q1 and Q2 2022. RBI says that UPI transactions increased by 1200% in the fiscal year ending September 2022. This massive increase has also made UPI fraud account for a reasonably high number of cyber frauds in the country.

     

    There is a definitive need to educate the public on Cyber Crime Helpline – 1930 and the site www.cybercrime.gov.in. They must be told – what to do when they fall for the scam. What information is needed to pursue the case, and what they should do.

     

    NET-NET

    There is much more that banks and digital payment platforms need to do regarding customer awareness and safety tips for financial transactions. And the onus for safety should also be on the customers. One has to be aware of and follow the safety tips that banks and payment platforms regularly share. Maybe, they should contribute funds, and a collective communication drive should be strategised and implemented for better effectiveness and efficiency.

     

    ~ ~

     

    How To Ensure Safe Digital Payment Transaction. ( Source SBI and ICICI Bank)

    • ATM/Debit/Credit Card is the key to your bank. Do not hand over your card to anyone else for use.

    • Never write the PIN anywhere.

    • Never share your financial information when requested over the phone or by e-mail.

    • Do not seek help from strangers in ATM/ Branch; instead, approach any bank official.

    • While withdrawing cash from an ATM or entering it during any transaction, like shops and airport lounges- make sure nobody is standing behind you. Always cover the keypad with your fingers.

    • No bank will use e-mail or call you to ask for your PIN, password or other confidential account information.

    • Do not give your phone to strangers to send SMS or make calls. If they are in an emergency, send the SMS yourself or dial the number yourself.

    • Try using unique and complex passwords and change passwords frequently. Strong passwords/ Biometric permission should be enabled on your phones/laptops/tablets.

    • Try using biometric authentication wherever feasible.

    • Do not download any unknown app suggested by strangers.

    • Try keeping your Mobile PIN and UPI PIN different and random.

    • Do not respond to any unknown UPI requests. Report suspicious requests

    • Never disclose, store or write down your user ID, passwords or PIN

    • Disable the ‘Auto Save’ or ‘Remember’ function in your device to avoid storing the user ID and passwords.

    • Always remember that a PIN is needed only for transferring amounts, not for receiving.

    • Instantly disable UPI service on your account if any transaction has happened without you doing it.

    • On the internet- Always look for “https” in the address bar of the bank’s website.

    • Avoid performing online banking transactions in public places using open Wi-Fi networks. Always log out and close the browser when you finish your work.

    • Do not share your personal/financial information on any social media platform.

    • Manage your debit card transactions through Online Banking.

    • Set a limit for card transactions at e-commerce platforms, POS and ATM both for domestic and international transactions

    • Always download apps through official stores. Monitor permission is given for critical apps on mobile and keep track of unnecessary and unused apps

     

  • Use Multiple Creatives to Re-enforce Message Effectiveness, recommends Sanjeev Kotnala

    The More The Merrier

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI believe in using multiple creatives to reiterate the message. It not only keeps the interest alive but also strongly makes the point. Multiple creatives are more effective when there is continuity, they are linked with a character or strong slogan, take the story forward or are humour based.

     

    In my last week’s article, I suggested using multiple creatives by banks and payment platforms to collectively address the issue of safe digital payments – an industry problem.

     

    Many brands have used multiple creatives to their advantage. A few examples are Rajasthan Tourism – Musicsthan, Janesthan and other series, Coca-Cola- Thanda Matlab Coca Cola, Amazon- Chonkpur ke cheetah, Aapni Dukhaan, Dinshaw’s- Wakao series, Voltas AC- Murthy series, Cred – celebrity series, Policy Bazar – 1 cr ka life insurance, AajTak-  the black and white series- Sabse Tez, Tata Sky – Chota recharge.

     

    In recent times, with the attention span of the audience dropping fast and the brands focussing on digital media more and more, the need for such linked multiple creatives (the shorter the better) reiterating the same message gets enhanced. As they depict different scenarios, the chances of them hitting home with relevant audience sub-segments are much higher. One finds humour-based multiple creatives to work better. As they are more engaging and involving.

     

    Amazon – Aaj kya Khareeda? #aajkyakhareeda

    Amazon uses Multiple Creatives in the campaign Toh Aaj Kya Khareeda. There are different product categories and relationships under play.

    Brother-sister– where the sister buys a deo for the brother and asks him to stop using her personal care product. Grandfather and Grandson– where the grandfather has purchased just batteries at Amazon. The neighbour – where the housewife shares the everyday items she ordered and even states the everyday things expected in the next delivery. Husband-wife – where the wife playfully suggests that she had ordered stuff for her husband.

    The creative strongly drives home the message: Whatever you need, from personal care to stationery, groceries to utensils, you get everything on Amazon! Roz ka samaan Amazon par. And there is a subliminal message that people use Amazon for the most minor things. Moreover, people are buying something daily that simultaneously speaks of trust and ease.

    I wish the brand went a bit quirkier and even showed things people don’t think they will get and buy on Amazon or things that amazon has now made easier to buy.

     

    CADBURY- KISI AUR KI KHUSHI

    As a brand, Cadbury has used Multiple Creatives to powerfully deliver a message and establish the brand’s Goodness, sharing, caring, and love elements. It even stands for saying Thank you – and now in participating in someone else’s happiness. The brand has multiple creatives exploring various situations. The newspaper Hawker and his client in house 302 test riding his new cycle. The employee gets an increment, and everyone celebrates. The lady opening a new parlour and the madam of the parlour where she used to work comes in as her first client to mark the occasion. And the one that I liked the most- the liftman video getting 10,000 views making him a social media star– and so the residents of the building comes to congratulate him. And the brand has also taken it to ground activation- celebrating the house help birthdays. The creatives are simple, dubbed into regional languages, and work equally well.

     

    TATA CAPITAL – QUICK PERSONAL HOME/BUSINESS AND LOANS AGAINST SECURITIES

    Tata, across brands, seems to acknowledge that you need to press a different nerve to tap different segments. To create relevance and impact, the segment must have a slice-of-life situation to relate to. And with the added touch of humour, the message could be delivered efficiently. Be it Tata Sky or Tata Tea, or Tata Capital, the format of a relatable problem is resolved efficiently and with a smile. In the case of Tata capital – QUICK LOAN is the message, and the promise of quickness is delivered digitally in situations with a smile. Be it for marriage, home, personal, education or business loan against securities.

     

     

     

     

    PIRAMAL FINANCE. HUM KAGAZ SE JYADA NEYAT DEKTEY HAI.

    An unbelievable promise in the loan market, but it had to be communicated well. Here are the two decent attempts- but I think they need to explore more and show different scenarios- strata- a business that can benefit from it. Including the family members and the actual situations is a nice touch for the Lohaar and the Home Loan ads. Though in this case, the ads are not that short but are short enough to keep the interest alive and engaged.

     

     

    NET-NET

    In the era of a short attention span, a series of Multiple creatives (the shorter, the better) reiterating the message can be more effective. It allows one to address different nuances of the same issue, thus making it more relevant to a broader audience. Try it out.

    It does not in any way suggest that a single communication exposed with the desired frequency will not work. As the choice will always be determined by the message and the category. I always suggest investing more in the creative process, even at the cost of compromising a bit of media weight. And in the current media scenario and audience interaction with media, I think multiple short creatives can deliver better results.

    …………….……………………………….

  • A living will is an important document that every adult should consider making, communicating to friends and relatives and notarising it, writes Sanjeev Kotnala

    Sanjeev Kotnala: Time you considered writing the Living Will

    By Sanjeev Kotnala

     

    Sanjeev Kotnala

    Last week, the local newspaper carried the news about a professor who had notarised his LIVING WILL. And when I spoke with friends and relatives, I realised that many do not know of the Living Will. To all will is a legal document that details the person’s wishes on the distribution of the property and the care of any minor children. In the absence of a Living Will, the dependants and other claimants may end up fighting a legal battle or spending additional time, money, and emotional energy to settle the property and assess after the person’s death.

    As the name suggests, a living will is different, and its content applies when the person is alive. Simply speaking, a Living Will is a written document specifying what actions should be taken if the person cannot make their own medical decisions in the future.

    A living will become more important and critical in India after Supreme Court legalising Passive Euthanasia in India in 2018. Before this supreme court judgement, there was a process of signing a ‘LEAVING WITHOUT MEDICAL ADVICE’ (LAMA), which transferred the full responsibility for discontinuing his life support therapies from the doctor to the patient. And it was very narrow in its scope and operation.

     

    EUTHANASIA AND I.

    Now, I am a vocal supporter of Euthanasia and the dignity of life and death in the last days of life. I firmly believe that people with incurable, degenerative, disabling, or debilitating conditions should be allowed to die in dignity. Additionally, the caregiver has a considerable burden regarding financial, emotional, time, physical, mental, and social avenues. In such cases, the cost of palliative care and treatment burdens the close group caring for the patient. Truly, these funds and energies could be better utilised. And most patients in a persistent vegetative state or else in chronic illness do not want to burden their family members.

    I am planning to have my living will. More than the burden and better funds utilisation, the reason is different for me. I only fear being completely dependent upon medical support systems and caretakers for even minor things. And in the Indian legal system, one can refuse a life support system, but once it is in place, the law does not allow taking them off. And the process to do it is a long torturous legal battle.

     

    INDIAN LEGAL SYSTEM – LIMITED RIGHT TO DIE.

    Now, Indian courts give the choice in the hands of the individual. These choices, if properly written and documented, override the choices and decisions that the government, medical professionals, religious bodies, relatives, and friends make.

    The legal bodies now recognise Passive Euthanasia. For it to be applicable, two irreversible conditions must be met. (I) The person is brain-dead, so the ventilator can be switched off. (II) Those in a Persistent Vegetative State (PVS) for whom the feed can be tapered out and pain-managing palliatives be added.

    One must note that Indian courts do not support Active euthanasia, including the administration of lethal compounds for the purpose of ending life. It is still illegal in India.

    In the absence of a living will, the situation gets complicated. Then either the parents or the spouse or other close relatives, or in the absence of any of them, a person or a body of persons acting as a next friend must take the decisions. Doctors can also take the decision. However, the decision should be taken in the patient’s best interest.

    And suppose a decision is taken by near relatives, doctors or next friend to withdraw life support. In that case, the decision requires the presence of two witnesses and countersigned by a first-class judicial magistrate and should also be approved by a medical board set up by the hospital. An arduous, long-drawn process that a living will help avoid.

     

    PASSIVE EUTHANASIA – THE FIRST RIGHT STEP.

    Legalised or not, Passive euthanasia still happens in many hospitals. Poor patients and their family members and, at times, well-to-do families refuse or withdraw treatment because of the considerable cost or the physical and mental burden involved in keeping the patient alive. It is feared that if Euthanasia is legalised in India, the health sector will easily and with no guilt serve death sentences to many disabled and elderly citizens of India for minor monetary considerations. And hence currently Indian legal system only entertains and legalises passive euthanasia.

     

    PASSIVE VS VOLUNTARY EUTHANASIA.

    Passive Euthanasia and Voluntary Euthanasia are two different things. In India, Voluntary Euthanasia, including refusal of food and fluids (VRFF), also called voluntarily stopping eating and drinking, or VSED or Patient Refusal of Nutrition and Hydration (PRNH), is not allowed.

    And also is different from Assisted suicide, in which an individual, who may otherwise be incapable, is provided with the means (drugs or equipment) to commit suicide. This Assisted suicide is illegal in India.

     

    WHY SHOULD ONE MAKE, A LIVING WILL?

    Simply said, it helps you to be in control of how one is treated in the last days of life in case one is terminally ill or in a vegetative state.

    Living Will guides the doctors and health care personnel, provides clarity and closure to loved ones, prevents conflict or disagreements among family members, and limits the emotional burden on the closest people at the time of death.

     

    LIVING WILL NOT ONLY FOR THE AGED.

    It is a myth that Living will is for older people. Unexpected end-of-life situations can happen at any age. Hence, if the person is interested in defining directions and choices in such a state, then irrespective of age, one should prepare a Living will and get it notarised in addition to communicating to his near and dear ones.

     

    MAKING A LIVING WILL OPERATIVE.

    Living Wills have a limited scope. As per the Indian legal system, it is only operative when one is in a coma or vegetative state or has been diagnosed with a terminal illness. It is non-operative in every other situation, but some control is better than no control.

    A living will be of no use if it is untraceable or no one knows about it. Remember, you cannot explain or tell others where to find the Living Will when incapacitated.

    Once you make a living will communicate about it to close relatives and friends. It will help avoid unnecessary suffering and relieve caregivers of decision-making burdens during moments of crisis or grief. It will also reduce confusion or disagreement about the choices you want people to make on your behalf. Hence, please tell family members and friends about your living will and, if possible, ensure they have a copy.

     

    THE LEGALITY OF LIVING WILL.

    The first requirement of a living will is that it is written and states the individual’s preferences. It is a legal document meant to be clear and concise to avoid confusion about what the patient wants. Additionally, the document should be signed and dated by the person making it, and two witnesses must sign it. Most importantly, it should clarify that the instructions specified in the living will over-rides any other instructions mentioned in any earlier documents.

    A living will need not be registered or notified, but in the absence of it, there can be a dispute in interpretation and claim of it being genuine or not. Hence, if you are serious about a living will, better to get it registered and notarised.

     

    WHAT WILL A LIVING INCLUDE?

    A living will gives instructions about what the person would want to be done if they were unable to make decisions. It specifies the people who can make decisions on behalf of the patient if they cannot speak for themselves. It covers the type of medical treatment the person would like and the direction on who or which set of people to be consulted about the person’s care.

    This document dictates whether an individual wants to be on life support, the type of artificial feeding and hydration acceptable, and whether they want any extraordinary or experimental treatments.

    It may cover if the person wants to be on life support or not, even if there is no hope for recovery. Doctors and hospitals that should be contacted for emergencies and may cover the funeral wishes.

    It may sound contrary that Living will name a person or set of people to make the final calls- whereas Living will is for the choices made by the person. As every possible scenario cannot be anticipated and covered in the living will, it is best to nominate and designate a person(s) to take calls on your behalf. You can trust them to make decisions that adhere to your guidelines, wishes and values. People who you can trust to be your advocate if there are disagreements about the process, care and decisions.

     

    THINK BEFORE MAKING A LIVING WILL.

    A living will is a legal document. It only becomes operative when you cannot guide or help interpret your wishes. Hence you must give enough thought to it before writing it down.

    Think about your values. Evaluate and consider how important it is for you to be independent and self-sufficient. Think and be clear about the circumstances that might make you feel like your life is not worth living. Answer if you would want treatment to extend your life in any situation? All situations? Would you want treatment only if a cure is possible?

    Some of the conditions that you can easily cover and should cover in your living will are the use of Cardiopulmonary resuscitation (CPR), use of Mechanical ventilation and Tube feeding, use of Dialysis, administering Antibiotics or antiviral medications when you are near the end of life or terminally ill, being put under Comfort care (palliative care), how to manage the pain. Your choice of Organ and tissue donations. You can even cover the possibility of donating your body for scientific study.

    In the absence of a living will, you can only provide do not resuscitate (DNR) and do not intubate (DNI) orders to your doctor when you are in complete control of your senses and competent enough to make such a decision. However, in the absence of a living, these could be disputed. You need to establish and provide DNR or DNI orders every time you are admitted to a new hospital or healthcare facility.

     

    NET-NET.

    A living will is an important document that every adult should consider making, communicating to friends and relatives and notarising it. It will greatly help close relatives, friends, and caretakers when a situation arises to follow your wishes and directions. You can use the help of legal offices to make a living will, though the living will need not be written on stamp paper or notarised.

    ………………

     

    ADDON: In case you are interested in Living Will, chances are you may be interested to know about AATM SHRADH– Doing own Shradh while alive. An interesting ritual less understood.

     

  • One must check out and try seeing the multiple creatives in totality, think carefully of the release strategy, sequencing and which one will be the frequency dominator, writes Sanjeev Kotnala

    Sanjeev Kotnala: Some don’ts for use of multiple creatives

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIn my earlier article, I wrote about using Multiple Creatives to enhance the impact and reach of the message. Many readers asked me- what should be avoided while creating multiple creatives and if there are some don’ts. Here is my answer based on my limited understanding as a consumer of such creative and long-time advertising experience as a marketer. Surprisingly, these do not restrict it to television or digital but operate on radio and print too and even outdoors.

     

    GOOD EXAMPLES OF THE USE OF MULTIPLE CREATIVES

    Some of the best examples of multiple creatives are Amazon Chonkpur ke Cheetahs, Tata Sky- 10 rupee ka chota recharge, CRED- celebrity series, Coke- Thanda Matlab Coca-cola. Make my trip- Ranveer- Alia series ( different situation- different message- same characters) and recent Samsonite- Tested like samsonite campaign- maybe the next one could be a boxer using it as a punching bag.

    They all have one thing in common- the message is single and straightforward though the brand uses different stations are used to deliver – amplify it. However, many times may be most of the times the greed of using multiple messaging weaved into the same storyline leads to ineffectiveness and early bor3dom, whereas one of the main reasons for multiple creatives is to keep the engagement to keep peaking with the release of the next creative.

    The creative usually is a judicious mix of Saam (The logic),  Daam (the price), Dand (a feeling of what one is missing by not using or having it) and Bhed (the differentiator or the doubt). It has multiple peak points and a single message. When Greed- Loobh or trying to add too many logical advantages to create a higher degree of  Bhed, the multiple creatives start losing their desired effect as boredom seeps in. The audience gets quickly bored as the space becomes predictable, and the involvement and engagement drop.

     

    The GREED of saying it all – HDFC LIFE – DHULA BHAAG GAYA

    The initial part DHULA BHAG GAYA is interesting as the story opener. The teaser was off course very interesting announcing the 22nd feb release.

     

    The start episode 1 was brilliant, making you curious about what happens next. But then, other than the reference to Delhi waali Buajee and the decorator refund, it meanders through forced situations that are forced for the brand-referenced logic and benefit to be tagged along. The end episode fizzles out as the audience have already tuned off. It is the greed of trying to put all the advantages in the creative series. Instead, the brand needed to force-prioritise a maximum of 2-3 propositions/advantages and maybe think of a campaign line as the brand line- Sar Uttah kar Jiyo is abrupt and not in sync with the story.

     

     

     

    The CENTRAL CHARACTER – Failure of choice- PAISA BAZAR

    When in multiple creative, a single character repeatedly appears as the story revolves around the main character Mr Excuse. It naturally starts representing the brand and becomes the protagonist- the brand’s voice. The situations used in the ads are good and very slice of life, but the person declining the loan is the same – hence almost becomes the brand voice. Whereas the brand wants to say simplified, readily available loan. The artist has delivered the expressions quite brilliantly in every situation; however, one proposes that It would have been better for the brand to invest a bit more into the artist and use a different one for each situation.

     

     

    NETNET–MULTIPLE CREATIVE IS NOT ADVISABLE EVERY TIME.

    One must check out and try seeing the multiple creatives in totality, think carefully of the release strategy, sequencing and which one will be the frequency dominator. And maybe scientifically check the interest waxing and waning of the interest and the peak points of engagement before getting on the shoot or deciding the final set. In the absence of such a strict quality check- it will always be recommended to restrict the number of creatives and the number of messages being attempted.

     

     

  • It surprises me that most business managers have a very myopic understanding of creativity and do not consider themselves creative, writes Sanjeev Kotnala

    Sanjeev Kotnala: Idea Generations UnLtd

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAfter a long time, I met my friend and mentor, Mr Vermajee. I updated him on the recently successful IdeaHarvest workshop I conducted for a brand. I told him how it surprises me that most business managers have a very myopic understanding of creativity and do not consider themselves creative, though they, on a day-to-day basis, react to probortunity (Problem or opportunity). They don’t think creating and picking the best solutions is being creative. I ask them if they have ever lied or made an excuse. And when they say YES, the question about being creative or not is buried.

    Vermajee pointed out that the processes I use are universally known. Would a ChatGPT not give all possible solutions. So, why should someone ask me to run the workshop?

    My answer is simple. I bring business experience and an understanding of the situation. But what makes the workshop successful is the ability to orchestrate the participants into addressing the probortunity collectively without barriers. The ability to rightly gauge the pulse and decide how to arrange the processes, which nerve to press to ensure we remain playfully focussed. Being an outsider allows me more freedom in interplay during IdeaHARVEST and InNoWaite Workshops. My experience shows that ChatGPT can only relate and bring already available output without being creative or evaluative.

    My workshops are more of a reality show with some gaming for extra spice. It helps create the desired level of passion and enhance energy levels, which helps the workshop’s success. And that is what I get paid for; the solutions are always provided and recommended collectively by the participants.

     

    MY FAVOURITE PROCESSES.

    So, on Vermajee’s advice, I am sharing some of my favourite processes used in the workshop. This is not a complete list. And the order I would arrange them is decided on the spot during the workshop, depending on how the audience reacts.

     

    IDEA VOMIT – Getting The Obvious Solutions Out Of The Way.

    We all react to a probortunity based on our experience and knowledge. Most likely, we have a few obvious solutions ready. Idea vomit asks the audience to list all such ideas so that they can think of new and different ideas once they are out of the way.

     

    AIM FOR QUANTITY- Quality will follow. 

    This is somewhat tough to work with. To get the best solution, you must have lots and lots of solutions to choose from. So, to do so, one must keep generating ideas without evaluating them or thinking of practicality. Unfortunately, we humans evaluate first. And, yes, I have had many funny and honest out-of-box and sometimes impractical solutions proposed by the participants. But that is part of the game.

    We keep the race on for the 100th and 150th ideas. Knowing we will use business filters later to select the final solution.

     

    DIVERSITY OF PARTICIPANTS – Leads to Diversity of ideas. 

    It is a myth that salespeople have sales solutions, and HR has HR solutions. They may have a better understanding of their department and problem. However, working with diverse people with different mindsets and expertise, it is easier to open up and think of multiple not-so-obvious solutions. Usually, the team facing the problem is so engaged that they are blind to opportunities and solutions that are not part of some SOPs. Working with the cross-functional team first and later re-configuring the teams helps refocus and develop more solutions. In the second stage, there is usually an unstated competitiveness – ego and challenge to create the best solution. Hence, participation must be appropriately managed and harnessed for the best results. I prefer not to have the top-level team as participants or even observers. Somehow, they bring unwanted filters with their presence hindering free open thinking and voicing ideas.

     

    HATS AND SHOES – think and act.  

    I have used Six Action Hats and Six Action Shoes by Edward De Bono to fund them very effectively in the ideation and discussion process. It gives everyone a chance to experience the importance and utility of each shoe and hat.

     

    CONNECTING THE UNCONNECTED – Forced Solutions And Linkages.

    It is a role play, and the participants are asked to think and give ideas while playing the role of someone well-known. My favourites are Ratan Tata, Mukesh Ambani, Sardar Patel, Mahatma Gandhi, Amit Shah, Bill gates, Kejriwal, Elon Musk, Anand Mahindra, Modi, Rahul Gandhi, and SRK. And I add or subtract to the list based on the competitive brands and the probortunity being addressed.

    I am a fan of such success transfer. No new musical notes are discovered, new music is a different arrangement of notes and instruments. The desire to be original should not suffocate creativity. It does not matter if someone has used a similar idea; if it is relevant ad impactful, it must be tabled and discussed. Maybe we would know how to tweak it for better impact. So, we look at known problems and solutions and try learning from them to create solutions to the probortunity.

    Also, use google image search. We pre-decide the number of images and then ask the participants to use that visual as a clue to a possible solution or idea.

    Sometimes I ask participants to go out and shoot five random pictures. And then ask them to think of a possible solution to the probortunity basis on the interpretation of the images. It is tough as people tend to pre-evaluate what they are shooting, which is against the process.

     

    BE THE BOSS – Dictate the solution.  

    At some stage, I ask the participants to act like the firm’s CEO. They are free to take the call and decide on the solution or create a team to work on it. One is surprised how this public make-belief role-play places responsibility into people’s minds and how they approach a situation. There is a lot to learn when young participants play the CEO role.

     

    PASS THE MIKE – everyone counts.

    Like every other workshop, you find the bell curve operating. There are some extroverts and openly vocal people; some are shy and introvert and evaluate everything before suggesting. So pass the mike is a simple exercise where a representative mike- a pen-duster or something similar is passed from participant to participant forcing them to contribute. Done early in the workshop gives you an indication of how to rejig the teams.

     

    GOING BEYOND THE SOLUTION – implementation plan.  

    This is what differentiates a successful ideation workshop from just another workshop. After attempting and most likely succeeding in generating ideas, I push the participants to select the ones they find most relevant and have the potential to succeed. They are even required to create an immediate timeline, possible team and resource requirement grid after using IdeaSwarming to further fine-tune the idea. Here the experience and knowledge come handy and multifunctional evaluation helps in a buy-in.

     

    KEEP IT FUN – Act like a Child.

    Too much thinking leads to burnout. So keeping the atmosphere light and selectively pushing and relaxing people is something one learns with experience.

    I try to ensure that people sleep the day before the workshop peacefully. I request that no one travel early to the venue, and we should not rush with the morning tea and breakfast. Starting the day half an hour late is okay.

    A child’s mind is the most relaxed and innocent, and they can think like crazy. And in my workshops, though, it becomes tough- keeping the child alive in the participants is one of the main focuses.

     

    TIME PRESSURE – it works.  

    In addition to internal competition and the need for relaxed minds, time pressure works. It places value on the time allotted for the solution generation, and one can experiment with multiple processes. Remember, one is looking at solutions, lots of solutions and not the best solution.

     

    NET-NET

    Try these processes with your team or individually.

    However, if a significant challenge has been unresolved for a long time, or you want to learn and practice innovative thinking, get into a workshop mode. Always take the help of an outside facilitator and your diverse cross-sectional team across age, experience and gender for better control and output.

    IdeaHarvest focuses on generating Ideas, and InNoWait means what it says- why should you wait to innovate. Innovate now and here.

     

  • Sanjeev Kotnala on some of the advertisements that caught his attention, in the recent past

    These are a few of my favourite creatives…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaVermajee, my mentor, asked if I had seen some good work in advertising and communication recently and why they didn’t make it to my blog and article. I realised that the audience might be feeling the same way, despite my appreciating the work I liked. It was time for me to list some creative hits of recent times. No, this is not a universal sample, as many good works could have escaped my attention, but I liked and enjoyed these few. And for a change, I killed my urge to title it: Good, Bad and Ugly.

    Apart from my TV viewing, newspaper reading and regular digital interaction, my exposure to creative work is thanks to @Beastoftraal on Twitter, Gokul Krishnamurthy column ‘Work that speaks’, Economic Times updates and Campaign. If I missed some work that should have been a part of this- do let me know.

     

    Hyatt: We put the ‘you’ in your wedding.

    How one wishes that things could be so smooth in a marriage. HYATT promises (or over promises) that special smooth destination wedding because they care for the details and go out of their way to make that special day memorable for you. Hyatt puts the ‘You’ in the wedding!

    It is different that the party would be more comfortable with a large team of wedding planners at such weddings than the hotel staff. The trust factor with hotels in events is still not high, which may be the reason for the communication.

    The instances framed in the communication are relatable and interestingly done. One hopes the brand lives up to the promise because the day is special for the stakeholders, and a bad experience would kill it. The campaign did remind me of the ‘I TAKE CAHRGE’, a successful internal campaign developed by Lintas for Oberoi hotels in the early nineties.

     

    Falling in Love: Home Centre

    I was misled entirely when I watched the Home Centre ad for the first time. Then I watched it, again and again to appreciate how the whole story. How the mind was purposefully diverted, and I enjoyed the little diversions.

    I find the ad again long; however, it holds the interest, and maybe the subject demands that the story is told ever so gently. Watch it and see how it traps you. The communication may take time to be appreciated, but such work impact remains longer.

     

    Make My Trip: Hotel Refund

    I like Make My Trip’s ads more than their product and services.

    Now, that is courageous of the brand. In the last few years, one has seen so many complaints about hotel and travel bookings with MMT that one has personally shifted loyalties. Maybe the brand must have realised the issue and appreciated the traveller’s desire for this freedom resulting in this communication. Hopefully, MMT is ready with better service. The cancellation charges on hotels and airlines are really frustrating for any traveller. This is not the first time MMT is talking in this language. One remembers their  MMT pe book kiya and Zero cancellation charge communication.

    This ad series reiterates the advantage of consistently using the same brand ambassador – Alia and Ranveer. Both perform admirably in different situations and characters. And then I do love multiple creative campaigns with synergy.

     

    The Times of India: Ad Flipbook

    It is not a new idea, but it is well executed. A similar idea was executed in early 2012 by the Dainik Bhaskar Group. The format of the physical book restricted the reach.

    The Times of India digital flip book avatar demonstrates to the clients and agencies the possibilities in innovative shapes and sizes with Times of India.

    The underlying thought ‘because one size does not fit all’ is so true that brands are blind to it. However, a digital version gives a higher reach, but the real feel is missed. Hope the teams have a whole set of sample prints to share with the agencies and clients.

    To succeed, rate and offer renationalisation is needed, which the masters in space marketing- Times of India does the best.

     

    Ashok Leyland: 75 years

    “Koi Manzil Door Nahin” is the new campaign part of the 75th-year celebration of Ashok Leyland. It continues with the life impact stories- the transformation the commercial vehicle promises in the customers’ lives. It is reassuring under ‘Koi Manzil Door Nahin’, which means no dream or destination is too far. The brand promises to be with the customers in this journey. Hopefully, this ad is a minor part of a more extensive detailed programme.

     

    Tanishq: Dream

    I love it for the simplicity and the twist at the end of this UGADI new year ad. And the question that I raised at the end is very pertinent. I am also happy that Tansihq, for a change, did not find some fault and suggested changes in Hindu rituals and traditions. It is nice to see the brand and take the route of reflecting on the positives.

    Tanishq had a lovely ad on women’s day titled superwoman; it presented the other side of her being a human too. Not something new or surprising, but the presentation is quite nice. Though I still find it to be too long.

     

    Skore: Can’t miss to change the game

    The SKORE  ad I first saw with WPL telecast, is so simple and so apt with the proposition of Change the game. Just watch it. The brand Skore has been doing some good work. Interesting is also the work of Love-Depot by TTK the manufacturer and marketer of Skore Nothing.

     

    Net-net

    Some good creative work is happening in the industry, but one rarely finds something superlative or excellent. I have in past written about the campaign,  Samsonite- Tested like samsonite  and Cadbury- Kisi Aur Ki Khushi.  Another addition to list is Dhan– for nothing but sheer clear TG definition and focus.

    It is good to see a decrease in brands taking potshots at Hindu traditions and rituals. This time, one found only the Holi ad by Bharat Matrimony as offtrack and completely exceeding the brand arena. Yes, a small section of rowdies gives the festival a bad name- but then the same message could be shared in a different tonality rather than colouring the whole Hindu society and festival in it.

     

  • It's the first festival of the year and Asia's most celebrated regional creative festival, writes Sanjeev Kotnala

    What makes Adfest Pattaya a must-visit

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaOther than the last edition, I have attended every edition GoaFest and yet I favour Adfest Pattaya. It is the first festival of the year and Asia’s most celebrated regional creative festival. One of the eight regional creative festivals in the WARC 100 Creative ranking that reflects the fast-changing face of the creative, marketing and production industry.

     

    The 2023 edition of Adfest with the theme “Rise” was held between March 23 and 25, 2023 at the regular venue, the Pattaya Exhibition Hall (Peach), at the Royal Cliff Hotels Group, Pattaya. And if one is to see the Winner Showcase, one would realise the extent of technology usage and integration in advertising and communication in every form and format.

     

    WINNER SHOWCASE

    Post the festival, AdFest Pattaya has the winner showcase on its site. Where all the winners’ entries AV, film and board, are easily accessible with complete details. A few of the creatives are not showcased because the client has barred them due to some copyright issues.

    I have thoroughly enjoyed my Wednesday watching the winner showcase. I would recommend everyone interested in the field to see the brilliant work showcased there. Some of the brilliant work where technology and accessibility played a major role- reflecting the change and trend included Tiger Beer, Unbranded Menu of McDonalds, Consent – partnering to showcase lack of consent, Closeup- city of love, Crazy Bundy Mixes, Shizuoka Model City, Toyota Voice Watch, Adidas – Ravi limited edition and the print special- the Annhaar Newspaper election edition that never got printed. Watch all these and more at the winner showcase.

     

    JURY INSIGHT SESSIONS

    One of the things that makes it endearing is the 45-minute breakout stage sessions of Jury Insight. Where delegates can listen first-hand to in-depth and freeform discussions with some Lotus Awards juries across panels and learn the secrets of what makes some works great.

     

    ADFEST PATTAYA CONNECT

    AdFest Connect APP is another tool that encourages and facilitates networking and interaction. It shows every delegate’s name, position, company, city, and country unless they have chosen not to be part of the AdFest Connect. It does not divulge the email addresses but facilitates the initial email sending unless opted out by the delegate. It is just a connecting tool and does not guarantee a response.

     

    WORKSHOP AND INDUSTRY SESSIONS

    There are industry-specific learning sessions needing pre-registration and with limited seats. This is no different from other festival programs. Still, they seem more relevant and industry-inclusive, like the World Producers Summit – a forum for production company owners and stakeholders to gather and discuss specific issues encountered as the industry evolves and globalises. This forum is a unique opportunity to gain valuable insights and learn possible solutions to current and emerging business challenges. Sessions like ‘Creativity for Mobile-first-era, ‘Step into AR and Reels’ and ‘CG Metahumans And The Infinite New Frontier Of Communication.’

     

    DIVERSIFIED JURY PANELS.

    The eight jury panels mostly follow the 8 Jury and 1 Jury president format. Interestingly, the panels are highly diversified in terms of agency and geographical representation and do not show any gender skew. There were 57 Jury members representing 18 cities at AdFest Pattaya 2023.

     

    ADFEST PATTAYA EVOLVING WITH TIME.

    The AdFest Pattaya has been evolving with time. There are, in total, 20 awards categories other than special awards. This time round, ‘The Commerce Lotus’, formerly the eCommerce Lotus, expands to include offline commerce in addition to eCommerce to celebrate creative and innovative solutions that enhance the consumer experience at source and drive business sales. The Digital amd Social Lotus, formerly Digital Lotus, introduces various new sub-categories to reflect the fast-changing landscape of the digital world and social media. And PR Agency of the Year was added to the Special Awards line-up like Network, Independent Agency, Digital Agency, Media Agency, Production Company and Advertiser of the Year. In addition, the scoring criteria were updated.

     

    YOUNG LOTUS.

    On the lines of Cannes Young Loins, AdFest Pattaya also has a young Lotus workshop before the festival, and 2 participants selected through local regional representation represent each region. AAA India partners AdFest Pattaya to choose the Young Lotus representative from India.

     

    ARCHIVES AND ENTRIES.

    All delegates have access to the AdFest Pattaya Archives, the winner showcase and the selected programme showcase. A brilliant resource that allows delegates to search and learn. And as a practice, AdFest Pattaya has a well-organised display of entries.

     

    DELEGATE FEES ARE A BIT OF AN ISSUE FOR INDIAN DELEGATES.

    The delegate Fee of Thai Bhaht 35K (83.5K INR) for the full, Thai Bhaht 22.5K (54K INR) for Young and Thai Bhaht 17.5K (42 K INR) for Students is a bit steep as there is an additional cost of travel and stay that could be approximately INR 60K including return airfare.

     

    NET-NET.

    Adfest Pattaya, the regional Creativity festival, is a recommended adfest. Though a bit costly, it is still manageable for young, under-30s, with early planning. India had 30 winners at AdFest Pattaya 2023, but not many delegates.

     

  • … stop the online fantasy sports gaming scame, writes Sanjeev Kotnala

    Time to legalise betting

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaYou watch the IPL matches and will see many online fantasy sports game portals advertising inclusive playing, prize money or a game for everyone’s choice with possible economic risk and addiction rider. It is clearly legalised sports under the guise of a ‘Game of Skill’. But betting and gambling online or offline is not legalised in the country.

     

    It’s a scam. A make-believe world of betting, and there is nothing predictable.

     

    No skillsets can help you make judicious investments in such bets.

     

    It is hard to believe that when fantasy sports and betting involve an element of chance or luck, one is legally allowed and the other criminalised.

     

    I agree with the Times of India article, which questions the difference in the skillset required to pick a team and bet on its performance versus picking and betting on a player’s performance or an event outcome. And that makes fantasy sports gambling.

     

    Just because in fantasy sports, one selects a team of players and competes against other gambling/ betting participants based on past real-life performance does not make it a game of skill.

     

    Your chances of success or failure do not change drastically.

     

    Fantasy sports are as addictive and are as risky as any other form of betting.

     

    How are poker and Teen Patti played offline different from playing online?

     

    If offline is gambling, then online is also gambling.

     

    It does not matter if you drink at home or at a pub when you drink and drive.

     

    Fantasy sports will want you to believe that it requires research, strategy, knowledge of the sport, playing conditions and past data analysis and that it is not simply a matter of luck. And they know how foolish it sounds.

     

    Talk to an average fantasy sports participant and check his or her considerations in team selection. It is as good as picking the winning number in a series of Roulette tables.

     

    And we are allowing fantasy sports to operate without regulations.

     

    We are asking online gaming, including fantasy sports, to self-regulate!!

     

    As the quantum increases and the bets scale up, fantasy sports could lead to corrupt practices, including match-fixing. As the players and the companies get incentivised to manipulate the outcomes.

     

    Yes, fantasy sports are a popular and growing industry, entertaining and engaging.

     

    Fantasy Sports and online gaming have economic risk and additional possibilities like the single-digit lottery. And if one looks at the potential benefits and risks, including social and cultural context, it does not make sense.

     

    One could argue that if regulated and adequately taxed, legalising betting/ gambling will generate revenue. It would create jobs. Legalisation would leave to consumer protection and decrease the scale and control the degree of illicit activities.

     

    It would do everything expected from legalised fantasy sports.

     

    Ultimately, one can argue that an adult should have the right to decide to gamble online and offline if it is adequately regulated and legalised with age verification, self-exclusion, and gambling addiction prevention.

     

    However,  betting/ gambling has a potentially harmful side. Should its advertising be banned? Like that of smoking and drinking. It is another subject of discussion once we agree to close or open our eyes to the sham of the ‘Game of Skill’.

     

    Conversely, it should be a matter of personal choice and freedom. However, as in a democracy, it is for the central and state governments and courts to determine the best course of action in the interests of the public, keeping possible addiction, social problems, and moral issues in focus.

     

    We do know that every such decision is not guaranteed success. It is nothing but open-eyed conscious gambling into the future expectations and experiences under the disguise of a ‘Game of Skill’. Not always right, not always in the best interest.