Category: SANJEEV KOTNALA

 

 

By Sanjeev Kotnala

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

Net-net

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

 

Post Script

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

 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

In Personal Professional World

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

In The World Of Brand-Building

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

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

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

Recognising Brand’s Unbiblical  Cords

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

 

The Email Belled the Cat

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

 

The Gateway to Contribution

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

 

Challenging Self

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

 

Navigating the Contributor Terrain

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

 

Net-net: A Reflection on my Journey

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

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

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

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

 

Initial Reaction

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

 

Indian Entrepreneur

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

 

The Office Worker

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

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

 

Different Perspective

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

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

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

 

Failed Kitchen Setup

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

 

Disappointing Big Brand

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

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

 

Net-net

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

 

PostScript

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