MxMIndia

Category: SANJEEV KOTNALA

  • Spam Chronicle- The Insightful Charade of Corporate Connect

    Spam Chronicle- The Insightful Charade of Corporate Connect

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

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

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

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

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

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

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

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

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

    Sanjeev Kotnala: Elections 2024 – Political Brand Image Impact

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

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

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

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

     

    RAHUL GANDHI. IMAGE ENHANCED

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

     

    AKHILESH YADAV. SERIOUSLY SHINING

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

     

    AMIT SHAH. IMAGE INTACT

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

     

    MAMTA BANERJEE. NO IMPACT

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

     

    SMRITI IRANI. THE CRUSADER IMAGE INTACT

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

     

    NARENDRA MODI. DUSTY MIRROR

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

     

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

     

    SHARAD PAWAR. THE OLD FOX HAS MORE TRICKS

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

     

    ADITYANATH YOGI. STANDS STRONG AS EVER

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

     

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

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

     

    CHANDRA BABU NAIDU – GAINED.

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

     

    OTHERS.

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

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

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

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

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

     

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

  • Ideas for Ethical Practices in the Client-Agency Ecosystem

    Ideas for Ethical Practices in the Client-Agency Ecosystem

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

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

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

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

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

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

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

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

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

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

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

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

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

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

     

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

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

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

  • ‘Kill your Darlings’ to find time and energy in life

    ‘Kill your Darlings’ to find time and energy in life

    Sanjeev Kotnala‘Kill Your Darlings’ is not a new Idea. I, too, have referred to it in some way in my book – ‘25 Rules of Life- I wish I had known earlier. However, reading it on #Firstprinciple by The Ken worked wonders for me. It pushed me to take a snappy audit of my work. Re-check the listless old projects that I kept on working on. Things I have become emotionally attached to. Ones which are more of a comfort zone for me. Projects that eat into my time, which I could have definitely used more productively.  I had not been able to amputate from my life emotionally. Though I have prescribed it, I have found it most challenging to execute and follow.

    Here, I reiterate it as one of the most important things to do. And it is not just about entrepreneurship; it is about life, balance, passion and direction.

    1. Knowing what not to do is as important as knowing what to do.
    2. Every time you decide to “not do” something, you free up energy to do something.

    ‘Killing the First Principles podcast wasn’t an easy decision for me’. With these words, Rohin Dharmakumar, The Ken’s co-founder, informed his passionate readers that he dares to walk the talk. He is discontinuing the two-year-old newsletter – the ‘First Principle’, which has covered 41 CEOs and their thinking.

    I selfishly wish he continued it for the benefit of readers like me. But I know no amount of audience pressure would make ‘The Ken’ rethink its decision. I also know whatever they add, replace, or create will be based on deep understanding and focus. Maybe it will help them recheck their thinking and success mantras.

    I have often been given this advice to ‘Kill my Darlings’ in different formats. Unfortunately, I have not been strong and have followed it in spurts. I plan to do it again and believe one must do it many times a year. It is like Diwali cleaning the house. It is liberating. It releases time and makes the energy available to be put into other more efficient and productive work.

    ‘Kill Your Darlings’ –  kill projects and products that are not going anywhere and focus efforts on the most important bits of the business and life. Be willing to emotionally amputate yourself from these unnecessary time and energy eaters- which have outlived their lives. Be ‘Positively Selfish’- because you are your biggest asset and because you are only responsible for yourself.  And it is important to say- that when you do- you will realise you can do the rest of the things better- because- If you can’t do big things better, then at least do the small things the best. I thought it was worth framing and keeping it in front as a reminder.

    Here is another gem from the newsletter. And I have practised this almost every day to great success. It is called subtraction, meaning that if I am taking anything new on my platter, I must decide what I am willing to drop from the things I am doing. Because remember the total energy and time available to you is finite. So, go ahead and look at your set of projects dispassionately and Kill the Darlings. There is another concept about ‘Helping the Jobs commit suicide’ but that I leave for some other day.

    Now, yes, the ‘First Principle’ newsletter and podcast are no longer alive at The Ken, but it is one place where my subscription has given me a lot more thoughts, insights and learning than what I have paid. So think again- and if you want- check out or subscribe to The Ken.

  • Momentum Shifts & Miracles

    Momentum Shifts & Miracles

    Sanjeev KotnalaOn June 30, 2024, much before sunrise, the whole nation was sleepless and celebrating the famous Houdini act of the Indian cricket team. The wait was finally over. A few of the articles covering the event rightly said, India snatched victory from the jaws of defeat or snatched the T20 World Cup from the hands of South Africa. The South African team did nothing wrong, but they still ended up strengthening the choker branding.

    The nation of armchair commentators and experts, with the right of ardent, passionate fans in the country where the game is a religion, was up for debate in person and on social media. In a relay of comments, they took what was served to them by the experts on TV and ran with it with their versions. Each tried to outdo the other in understanding the game’s intricacies.

    So was the fight between turning points and tipping points among the armchair experts. The T20 World Cup Final in Barbados was a great example of the unpredictable nature of Cricket and sports in general.

    A turning point in cricket is the dramatic moment when the match’s momentum shifts decisively from one team to another. Yesterday, there were many such moments in the seesaw battle. The absolute gem of the catch by Surya Kumar Yadav—SKY is the limit on the boundary; the 22 runs over of Axar Patel, the change of gear by Kohli, and the Bumrah 18th over are all examples of it. These are easily identifiable moments, providing clear markers in the match’s narrative.

    On the other hand, a tipping point is more nuanced and subtle. It is the cumulative effect of numerous small events that collectively build up to a decisive shift in the game’s outcome. Unlike a turning point’s sudden and noticeable impact, the tipping point results from sustained pressure, consistent performance, or a series of minor mistakes by the opposing team. The slow and steady build-up of these small factors eventually leads to a significant change, tipping the game’s balance in favour of one team.

    Now, both the tipping and the turning points result from players’ belief that everything is possible until the last moment. It is not just a motivational slogan. A fundamental mindset that fuels resilience, creativity, and relentless effort. This unwavering self-belief is crucial, especially in high-pressure situations with high stakes and uncertain outcomes.

    However, if the same belief shows signs of weakness and doubts creep into the team’s collective psyche, they could choke.

    Self-belief among individual players plays a crucial role in these high-stakes moments. For a batter facing a daunting target, believing in their ability to chase it down can transform their approach, allowing them to take calculated risks and innovate in their shot selection. Kohli, Karlsen and Axar Patel showed it. Similarly, a bowler who believes in their skill can maintain focus and precision under pressure, delivering match-winning performances even in the most challenging circumstances- well, Hardik and Bumrah showed what is possible.

    Cricket history is replete with instances where teams have snatched victory from the jaws of defeat, demonstrating that a match is never truly over until the last ball is bowled. The T20 Final on June 29, 2024 was another example of these uncertainties.

    Having celebrated the individual brilliance, we refocus on the fact that cricket is inherently a team sport, and collective performance is equally important. A team of champions need not make a Champion team.

    While individual brilliance can turn games around, the combined effort of the entire team determines the outcome. Effective communication, strategic planning, and mutual trust among team members are essential to a successful collective performance.

    Each player must understand their role and contribute to the team’s objectives, whether building a solid partnership in batting, maintaining high fielding standards, or executing bowling plans meticulously.

    Cricket’s unique charm combines individual heroics and collective synergy. The glorious uncertainties on the field, with everything possible until the last moment, make cricket so thrilling and unpredictable.

    This belief fuels remarkable comebacks, stunning upsets, and the sport’s enduring appeal to fans and players alike. But hell, I would any day take a straightforward, solid win over these tense moments—however, I must admit there is more fun in a win like the T20 World Cup 2024.

  • Dealing with Disbelief of Winning at Cannes

    Dealing with Disbelief of Winning at Cannes

    Sanjeev KotnalaWell, there comes a time in life when one is shaken to the core. This is the case of Naveen (name changed), who mostly appreciates the excellent work in the advertising industry and usually refrains from attacking or downgrading any work because he knows how much goes into producing the collective output. As an advertising marketing professional, he prides himself on his ability to judge campaigns and their reflection or alignment with the brand identity. However, without naming the campaign or the brand, he was shocked and shaken when a few campaigns he believed were lacking or were majorly misaligned with the brand’s perceived core values or the changing market dynamics won awards at the Cannes Lions. It has him questioning the judgment, the possible reasons the jury saw while making the decision, and the creative process.

    He has been honest. He is one of the numerous creative-client–agency personals who entered their work confident of a win.  Understandably, not making the shortlist gave him time to recover. Making the shortlist and not winning for another entry was painful but acceptable. Where it crossed the line was someone else (a known competitor in India) winning it. Yes, he celebrated with the other delegates from India. He drank the whole night, but the pain was immense. And that’s when dear Vermajee, my mentor and friend, a brand and marketing consultant, came out of semi-retirement to counsel him.

    The result of Vermajee’s surprisingly effective counselling helped Naveen. Here is what Naveen said and wanted to share with the other potential winners who did not make the cut.

     

    The Shock of Disbelief

    My initial reaction was naturally of sheer disbelief. How could a campaign so flawed be recognised as one of the best? How did the jury miss the clinks in the armour or the details that made the piece of brilliance a has been? Several factors compound this shock:

    Trust me, at such times, it is hard to reconcile to the jury’s apparent admiration and point of view when my evaluation finds the campaign’s creative execution, messaging, or strategy lacking. When I see that the campaign is clearly misaligned with the brand’s core values or identity. Did the jury miss this crucial aspect? Have I not moved with the industry? And if my expectations are unjustified? What was my campaign lacking?

     

    The Imperative of Self-Evaluation

    Beyond the initial stage of disbelief, the next stage forced me to introspect and critically evaluate my professional judgment.

    I mustered enough courage to reanalyse and see the winning campaigns from a different perspective. I’m trying to understand what I might have overlooked. Were there any innovative elements or insights that escaped my notice during the first interaction? What made it resonate with the judges? I then engaged with colleagues and industry peers to gather diverse perspectives. Their constructive criticism and different viewpoints illuminated aspects of the campaign that contributed to its success. And still, I could not negate the possibility of biases or preconceived notions that might have influenced the jury or my judgment. I look back to check and recheck if my personal preferences cloud my professional assessments. And the silly answer is, maybe.

     

    Questioning the Jury and self.

    Naturally, I was not going to escape this question: whether the jury was wrong or if my perspective was limited. Did they see something I missed? Is their collective wisdom superior to my assessment? These questions are tough but necessary for growth.

     

    Maintaining Self-Belief.

    On the other end, I am shaken, and it is essential for me to regroup to maintain self-belief, stay motivated and confident:

    So, I took the emotional insurance of strategic thinking and acknowledged the subjectivity inherent in creative output and engagement. What resonates with one person may not resonate with another, and hence, there is a wider jury panel that could be given the benefit of better wisdom against a verdict of sample size—1.

    The Cannes Lions jury, like every other respectable award, has diverse industry leaders who bring differing spectrums of perspectives and likes to the table.

    I reiterate, telling myself that embracing differing opinions does not negate my expertise. Instead, they enrich the creative landscape. Acknowledging and embracing a broad spectrum of perspectives enhances my creative approach and broadens my understanding of successful advertising. Such an inward-looking examination is a learning opportunity. It is an opportunity to reframe my own set of expectations. A window to channel my energies into developing innovative ideas and strategies that align with my client’s creative vision and professional standards.

     

    Net-net

    There is no need to repeat that staying resilient and open-minded is crucial in advertising. The disbelief explosion caused by the unexpected success of some campaigns should not deter me, but it should inspire a deeper commitment to excellence and continuous learning. Creativity is a journey, not a destination—so are awards and market results.

    The relentless pursuit of improvement and a willingness to see things from different angles will help drive my success. I celebrate the achievements of others, learn from them, and use those lessons to fuel my creative endeavour. After all, in the world of advertising, the ability to adapt and evolve is as crucial as the ability to create. Cannes 2025 will be a different ball game. Thanks for the long call over WhatsApp, and I tell you- Mere Number Aayega.

  • The victory procession, though not that spontaneous and much pushed on social media, was not just a celebration of a cricketing triumph but a testament to the unifying power of sports in India, writes Sanjeev Kotnala

    Sanjeev Kotnala: Celebrating India Style – Nation’s Collective Joy T20WC

    Sanjeev KotnalaFor India, cricket is a religion. The T20 World Cup in Barbados is another rare moment of unprecedented joy. The only other time cricket fans celebrate is when India beats Pakistan- which happens regularly in most World Cup formats. Something that has even given the chant mauka-mauka a cult status.

    Now, this is one of those rare wins after the World Cup win in 1983 & 2011, and the T20WC in 2007 and now in 2024—reason enough for large-scale celebration- more over when the trophy was sailing over the ropes before one of the most booed – Hardik Pandya and the Mr 360 Sky plucked it from a resilient South Africa’s hands. Hardik Pandya atoned for all his past sins – something that could be felt with the Pandya chant in Wankhede stadium. In the process, one would believe Hardik has ensured he will be the next to Captain India. Naturally, he will get all the love back at his original franchise in IPL- the Mumbai Indians.

    The T20WC 2024 win is a momentous victory that naturally sparked nationwide celebrations. The celebrations were scaled up with the team meeting PM on their arrival and then the iconic celebrations—the open bus parade of the winning team along Mumbai’s Marine Drive.  A delay in team return due to a hurricane did not dampen the mood. Air India’s charter AIC24WC was one of the most tracked flights online. What do people get by monitoring the flight? Nothing, but does it give fans the extra dose of being a part of the celebration and the team?

    This jubilant procession, though not that spontaneous and much pushed on social media, was not just a celebration of a cricketing triumph but a testament to the unifying power of sports in India. It reflects collective festivity and celebration, which is part of the Indian cultural fabric.

    The open bus parade along Marine Drive was a spectacle. Fans thronged the streets, waving flags, chanting, and dancing, waiting for the bus to arrive. No one wiser of the actual schedule. And everyone in the organising committee, including BCCI and Mumbai Police, crossed their finger- wishing no stampede- which was a major possibility. However, Mumbai’s self-discipline and comfort gained from local trains and the Ganesh Festival helped the situation. I am unaware if business offices in and around Marine Drive gave their employees half or full days off to manage their way better home.

    The cricketers, perched atop the open bus, waved to their adoring fans. The fans would not get more than a glimpse of their stars, but that was enough for them.  The energy in the city, known for its frenetic pace, was huge. The parade was more than a celebration of achievements; it was a community event where fans from all walks of life came together to share in the national pride. Such celebration provide a shared narrative that transcends regional, linguistic, and cultural differences, fostering a sense of belonging and national identity. Even today, people talk of Kapil’s inning and the catch, the Dhoni winning team, and they remember where they were when the win happened. This win has given the current generation a reference point of memory of a similar high.

    When a nation celebrates a sporting victory, it experiences a temporary but powerful sense of unity and happiness. In India, where cricket is a religion, the T20 World Cup win offers a much-needed respite from the everyday struggles. It unites people in a collective experience of joy and pride, boosting national morale. Celebrations like these also highlight the positive aspects of nationalism, where pride in one’s country is expressed through unity and collective happiness.

    Surprisingly, the event apt-for-moment marketing saw only a few unqualified brand messages. Zomato and  Swiggy played the delivery and arrival of the cup well. Other brands tried to stand out in the noise, but there was no flood, as was seen during the Tokyo Olympics. It was much subdued and entirely restricted to social media. How did that happen? Were the brands cautious of the possible backlash from the organisation in protecting the rights of legitimate sponsors? Or have they learnt the lesson with the Tokyo Olympics- when every brand threw their javelin faster than Neeraj Chopra? Have they realised that when every brand is saying the same thing and celebrating- none stand out? Besides the much-publicised 135 crore pay-out by BCCI – brands seem to be missing from announcing awards. Are they saving for the Paris Olympics?

    However, the whole event needs far better planning and execution, much more regulation and discipline, and something that will remain tough to achieve. There will always be another time to test them out. The authorities will learn and do better the next time. Until then, let’s enjoy the moment—see the highlights again and again from the 15th onwards. Enjoy.

  • People who criticise this extravaganza forget the economic impact of it, writes Sanjeev Kotnala

    Sanjeev Kotnala: Shaadi abhi baaki hai kya?!

    Sanjeev Kotnala‘Kya Shaadi Abhi Baaki Hai?’ Is the wedding ceremony still on? That’s a question people have repeatedly asked in the last few months. The wedding process has been long and tiring for the outsiders. The public remained in the arc, consuming all the details of the pre-wedding and wedding ceremonies of Anant Ambani and Radhika Merchant spread over destinations. They saw entertainers like Rihanna and Justin Bieber and guests on the global who’s who list of politicians, sports, and business with the top stars of Indian cinema dancing. It was a wedding in which the global power centre was divided into invited and uninvited, making it an international social event.

    The ringside experience continued for far too long for the masses. One is unsure if the family got tired of it. However, the masses trying to meet the demands of inflation and the hardships of life were tired of the experience. Someone commented that the wedding ceremonies were so prolonged that India lost and won a World Cup during the whole ceremony. And then someone asked, how long would the post-wedding ceremony be if the pre-wedding were so long?

    Indian social media has been full of news and comments on the wedding of the century. Some question the grandeur and term it an ostentatious, shameful display of wealth, and some question the administration’s bending to facilitate the ceremony. The thing is, everyone is right—as per the tint of their glasses.

    We are a secular Democratic country where the right to personal freedom and expression is paramount. This includes celebrating significant life events in a manner one deems fitting or can afford. Shri Mukesh Ambani, the biggest of the big industrialists, hosted an ostentatious wedding for his son, which was marked by grandeur and significantly astronomical expenditure by usual standards. This aligns with the principle of individual liberty and personal choice. Different estimates put the spending at a mere 0.3% of Motabhai’s net worth –much below the 5-8% an Indian family would spend on such an event.

    The final phase of the wedding started with Motabhai revoking Sanatan Dharma and the Devtas, which placed the situation in a different context. The extravagant celebrations became expressions of cultural heritage and personal achievement.

    A wedding is a significant life event that merits grand celebrations. Families have always used it to reflect, demonstrate, acknowledge, and reiterate their social status and personal milestones. In this case, their success, hard work, vision, and contribution to the economy are not even disputed. Hosting a lavish wedding is a legitimate way to celebrate success and share their joy with friends, family, and the community. The community definition, as expected, would change with each ceremony and context.

    People who criticise this extravaganza forget the economic impact of it. Such a wedding generates substantial revenue for various industries, including hospitality, catering, fashion, entertainment, and transportation. Local vendors, artisans, and service providers often benefit from the increased business, creating a positive ripple effect on the local economy. The influx of guests, including VVIPs, can also boost tourism and raise the profile of the hosting city, potentially leading to long-term economic benefits. It is different that Motabhai would have a finger in each pie.

    Oh, it is cheeky for people who live undisciplined lives, don’t bother to respect rules, and don’t think twice about justifying inconvenience for religious, regional, political and community events to raise questions on the appropriateness of administrative arrangements.

    Cities frequently host large-scale public events such as concerts, sports matches, and festivals, which require significant logistical coordination and may cause temporary disruptions. Ensuring the smooth conduct of such events is part of the civic infrastructure, and administrations are equipped to handle these challenges efficiently.

    Come to think of it, if the arrangements are not made- what would happen? Sheer chaos.

    VVIPs of global standards at the wedding necessitate additional security and traffic management, including diversion and closures. No city can afford a mishap. These high-profile guests bring attention and prestige, reflecting well on the location and the family.  The inconvenience caused is typically temporary. This much the public can do for Motabhai.

    Oh yes, such weddings or events will highlight economic disparities. And they should. It could be motivational for some. It also respects individual choices and the right to celebrate personal achievements.

    There is no reason to penalise Motabhai, unarguably a hugely successful industrialist who contributes to the economy with his empire when he chooses to host a grand celebration. Instead, their spending should be celebrated as a reflection of their success and a source of economic stimulation for many sectors.

    Motabhai has earned enough; he could have saved or invested this money into yet another money spinner, but he chose to act otherwise. His Sanatan frame of mind embraces the philosophy that life is meant to be lived richly and fully, a reiteration of. o this world with nothing and that we leave empty-handed. The wedding is, after all, a manifestation of the joy and success that hard work and enterprise have brought. There is hope that this extravagant celebration, a reward of dedication, business acumen and ambition, inspires others.

     

    Net-net

    It is Motabhai’s right to host an ostentatious wedding for their son despite the grandeur and potential public inconvenience. It is a legitimate expression of personal freedom and cultural celebration. Such events mark personal milestones and contribute positively to the economy and society, highlighting the importance of respecting individual choices within a democratic framework.

    When one is a public figure and spends so much, different people will see it with their own frames of reference and filters. Now, they wonder, what has changed? What’s so special about this third wedding in the family in recent times for  Motabhai to spend so much? The other wedding ceremonies, though equally rich and grand, were not a patch to this wedding as far as the display of wealth is concerned. Was it more of a business than a mere family affair? The public can question and keep speculating about the reasons and possibilities. I know each one will have their theories and take on the situation. What’s your theory and reactions?

  • Knowledge acquisition through a structured approach, discipline, and dedication can help you stay future-proof, writes Sanjeev Kotnala

    Sanjeev Kotnala: A structured approach to becoming an Expert

    Sanjeev KotnalaNo, this isn’t a debate on whether it’s better to be a generalist or a specialist. It’s not a joke about experts knowing more about less. This is about the journey to becoming an expert in a chosen field that does not require practical experience. It is about transitioning from being a novice to being knowledgeable and perhaps even an expert. Such a journey can be relevant, intriguing, and meaningful to the individual’s ecosystem and growth.

     

    The Realisation

    Early in life, I recognised that one cannot be an expert in every subject. Admitting ignorance in some areas was necessary, and there was no shame in saying, “I don’t know” or “I will find out.” However, I also realised the need to become an expert in particular subjects was a justified expectation from both my organisation and myself.

     

    The Demand for Expertise

    My job in advertising often required quick mastery of new subjects. Deep knowledge was crucial for pitching new categories or brands. The digital information resources were at a nascent stage. Despite the challenges, agencies continually impressed clients with their knowledge, competitive analysis, consumer insights, and strategic recommendations.

     

    The Shift in Information Value

    Today, information is commoditised. It is readily available, accessible, and affordable. The democratisation of information has reduced its unique value, as everyone accesses the same sources.

    AI-led data interpretation and summaries are very helpful, but true differentiating insights still come from primary research and direct experiences.

     

    The Challenge of Becoming an Expert

    Becoming an expert has never been easy. It requires dedication, perseverance, and prioritising learning within hectic schedules. It demands disciplined efforts and self-belief in self-education.

    Continuous learning and adaptability are crucial to staying future-proof. Skimming through industry publications or attending events for the latest news is insufficient; a deeper dive into the subject matter is imperative.

    There are no shortcuts to expertise; it demands patience and dedication.

     

    A Pragmatic Approach to Expertise in 90 Minutes a Day

    Here’s a pragmatic approach to embarking on your journey to becoming an expert, dedicating just 90 minutes a day:

    1. Identify Your Subject: Begin by narrowing down the subject you wish to master.
    2. Immerse in TED Talks and Free Lectures: Watch relevant TED talks and free lectures on platforms like YouTube.
    3. SEO Mindset: Compile a list of contemporary keywords and phrases related to your subject. Use these for Google searches and read the top 10 results for each query.
    4. Books and References: Create a list of books on the subject. Obtain these books physically, on Kindle, or as free PDFs. Read at least 50 pages daily.
    5. Leverage LinkedIn: Connect with subject leaders and practitioners on LinkedIn. Engage them in discussions and seek their input. Many people are surprisingly approachable and willing to share their knowledge.
    6. Notes and Reflection: Make notes and reflect on your learning. Continuously fine-tune your approach based on what works best for you.

     

    The Cumulative Effort Multiplier

    By following the process, you will have consumed hours of instructional content, numerous TED talks, and multiple books within 12 weeks. You may even pursue additional classes or certifications if necessary.

    In six months, the cumulative effect of your efforts will be evident. Armed with a wealth of knowledge and insights, you’ll be well-equipped to delve deeper into your chosen field or explore new areas of interest. You may not become a real expert you would want to consult on the subject- but you can be an expert people listen to.

     

    Net-net:

    Knowledge acquisition through a structured approach, discipline, and dedication can help you stay future-proof. If you’re in a hurry, increase your time and effort investment. This approach has worked for me and can work for you, too. Embrace the journey, and may your day be fruitful. Remember, excellence often involves embracing imperfection.

  • Stop suffering from losing training and learning retention, writes Sanjeev Kotnala

    Sanjeev Kotnala: How to enhance training learning impact and retention

    Sanjeev KotnalaLast week, I shared a 90-minutes-a-day disciplined plan to become an expert in a non-experiential field. Few readers pointed out that being an expert in a subject and being able to recommend or use the acquired knowledge are two different things. I completely agree with their comments. And I realise that in today’s constantly evolving professional landscape, one needs continuous learning and development to remain future-proof. Training workshops, seminars and self-study, like my suggested way, are integral to personal and organisational growth. They help provide valuable insights and upgrade skills necessary for success.

    In my workshops, I stress that the true value of learning and experiences is only realised when the enhanced knowledge is actively practised and implemented. In my recent workshop with PSPL Advertising, Indore, I reiterated this critical step. In the absence of it, training is just a waste of time and resources, and it is an opportunity loss for potential growth.

     

    The Imperative of Active Implementation

    Most training sessions and workshops aim to impart new skills and knowledge to help participants improve performance and achieve goals. However, research indicates that much of what is learned is quickly forgotten without immediate and consistent application.

    According to the Ebbinghaus Forgetting Curve (dating back to the 1880s and revalidated in 2015), individuals tend to forget approximately 50% of new information within an hour, 70% within 24 hours, and 90% within a week unless efforts are made to retain it.

    A Harvard Business Review study found that only 10-20% of the content from training programmes is retained by participants after six months, primarily due to a lack of reinforcement and practice. The study emphasised the need for environments that support the continuous application of new skills to ensure lasting impact.

    Memory weakens over time, and the biggest drop in retention happens soon after learning. It is easier to remember things that have meaning or where training is experiential. How the learning is presented, communicated and experienced impacts the learning and its retention. Moreover, how the participants feel during the session also affects learning and retention and l

    To combat this expected drop in retention, one must review learning or put it into practice as soon as possible. Implementing new skills and knowledge helps to reinforce and retain them. Additionally, if practised consistently and frequently and integrated into daily routines- they can become automated default modes.

    Setting specific goals, creating action plans, engaging in regular practice, sharing with colleagues, and applying the knowledge gained in real-world scenarios can further solidify the knowledge gained.

     

    SHIFT. Specific High-Intensity Frequent Training.

    Taking a cue from the above understanding, studying school teaching processes, and using spaced learning to combat the forgetting curve, Intradia World has developed a SHIFT—Specific High-Intensity Frequent Training Module.

    SHIFT involves imparting pocket modules of learning. It is primarily a 3-hour session delivered every fortnight. The session is usually conducted in the organisation’s premises and starts 2 hours before the office’s opening time. This takes care of the usual cost associated with off-site training. The employee schedule is also not disturbed.

    The session has three modules. 33% of the time is spent discussing the earlier session and the participants’ experiences implementing the past learning. A set of participants are picked at random to share their experiences.  33% of the session is designed to deliver a new training thought. The remaining time is used to discuss the new thought, including the participants’ reactions and how they will implement and experiment with it in real life.  The process is repeated every fortnight.

     

    Diverse Takeaways: Individual Filters and Perspectives and Trainers Impact.

    Trainers must recognise that participants in a training workshop or seminar bring their unique filters, experiences, and expectations, influencing how they receive and interpret the information presented. These factors play a significant role in determining the specific takeaways for each individual. Hence, if there is a vast gap between the participants’ experience levels, the session is bound to fail, as the seasoned professional may need to focus on advanced concepts and strategies. At the same time, a newcomer may prioritise foundational knowledge and skills.

    Similarly, participants’ openness to learning and readiness to embrace change can significantly impact what they retain and how they apply it. Those who approach the training with a positive attitude and a willingness to learn are more likely to benefit from the experience than those who are resistant or indifferent.

     

    Strategies for Effective Implementation

    To maximise the benefits of training workshops, seminars and self-study, both organisations and individuals can adopt several strategies:

    1. Set Clear Objectives: Define specific, measurable goals for what participants should achieve post-training. Share with the trainer-facilitator.
    2. Share with the trainer-facilitator. Composition of the participants in terms of age, gender, designation, roles and experience with the trainer-facilitator.
    3. Create Action Plans: Develop detailed plans outlining how the new knowledge and skills will be applied in the workplace.
    4. Encourage Practice: Provide opportunities for participants to practice and refine their skills through real-world projects and assignments.
    5. Foster a Supportive Environment: Establish a culture that values continuous learning and encourages knowledge sharing among employees.
    6. Monitor Progress: Regularly assess the application and impact of the learnings to ensure they are being effectively integrated.

     

    Net-net

    Training workshops and seminars offer immense potential for personal and professional growth. However, the true value of these experiences lies in the active implementation of the knowledge and skills acquired. By recognising participants’ diverse takeaways and creating supportive environments for continuous application, individuals and organisations can ensure that the benefits of training are retained and translated into lasting success.

  • Expand and celebrate the spirit of learning this Teacher’s Day

    Expand and celebrate the spirit of learning this Teacher’s Day

    Sanjeev KotnalaMost of us remember celebrating Teacher’s Day in honour of Dr Sarvepalli Radhakrishnan, a scholar, philosopher, and former President of India, at school on September 5. On this day, we express gratitude to schoolteachers and acknowledge their pivotal role in shaping young minds.

     

    The Perfect Bond

    The relationship between a teacher and a student is one of the most profound connections one can experience. It is built on trust, respect, and a shared journey of discovery. Good teachers do more than impart knowledge; they inspire, challenge, and nurture their students. They encourage curiosity, critical thinking, and a love for learning that lasts a lifetime. This bond is not just about academic success but also about personal growth, resilience, and the pursuit of wisdom. Teachers come in many different formats, with different attitudes and approaches to life and teaching.

     

    The Spirit of Learning

    However, learning is not restricted to the classroom, nor is teaching limited to those holding chalk. The spirit of Teacher’s Day should extend beyond the confines of classroom and school. It is a day to recognise and celebrate everyone who has helped us learn in a formal setting or through life. Like our parents, friends, colleagues and even strangers-  everyone can be a teacher in the classroom called life. These informal teachers play an essential role in personal development, often leaving a lasting impact that shapes character and decisions. By expanding the scope of Teacher’s Day to include all these influences, we acknowledge the diverse sources of knowledge that enrich our lives.

     

    Expanding the Teacher-Student Association

    Celebrate Teacher’s Day, and broaden your appreciation to include everyone who taught you anything, formally or informally. Recognise the value in every lesson learned and honour the unique bond between a teacher and student that transcends the traditional classroom. By doing so, we celebrate the act of teaching and the spirit of learning that connects us all.

    Here are some memorable advertisements celebrating and leveraging the Teacher-student bond. Pick the one that reflects your bond with the teacher and share it with them. Cadbury could have used the existing platform with a twist to help personalise these teacher dedication messages.

     

    PARLE G 

    When we succeed, it is not us but our teachers who are the happiest. That’s why they say, “Genius wahi jo auron ki khushi mein paaye apni khushi.”

     

    RAYMOND – COMPLETE MAN- TEACHER. 

    This is one of the few teacher-student ads I remember clearly, and its sequel was equally touching. It shows a teacher at the wedding.

     

    BOURNVITA- LEARNING MORE IMPORTANT THAN MARKS.

    It is a very educative commercial that questions overreliance on exams as a barometer of learning.

     

     

    DS GROUP. Hame Kise ne Sikaya Tha.

    Typically, I would have avoided the DS group ad, but this one had a learning in it.

     

    TITAN: JOY OF GIFTING.
    Teachers can blame this ad for getting a watch as a farewell gift.

     

    VISA TEACHER.
    This completes the thought. As a child gives birth to a mother, a teacher is there whenever and wherever a student wants to learn. Teachers also learn from their students.

     

    Post Script

    I was surprised not to see (until now) a Teacher’s Day ad celebrating WhatsApp and Facebook- the largest educators of the Indian masses. I am equally surprised that the Teacher’s Day celebration is still confined to physical school. It has not moved to a virtual, hybrid setup or included AI as a teacher or maybe even as the biggest student today.