Category: DEAR MxM

By Jaisurya Das

 

Apparently the unusually short intro last week wasn’t appreciated, and consequently I was at the receiving end of couple of mails and messages. My apologies, but the occasion demanded that rather abrupt paragraph. Well, I shall make up for it more than necessary !

 

After all, it’s all about emotional attachments, be it an intro, a column or a new shade of lip colour…

 

Since we are on the topic of emotion, I must tell you that I spent a few months researching varied emotions as part of my research on the importance of neural intervention in the buying process.

 

Its interesting how one customer reacts differently from the other, when confronted with the same page on their preferred shopping site.

 

We believe that human beings keep in mind their ancestry and ape each other. Today, I can tell you with vehemence that this is a myth. In fact most of our lives are spent on bettering each other. Its competition more than co-existence. Animals co-exist. Humans compete!

 

Purchase decisions are today highly governed by peer pressure and the infinite need to better the other. If at all there is anything sacrosanct, it is the propensity to spend on oneself.

 

Hitting the ‘buy’ button is a topic that is running several entrepreneurs lives today and yet this remains a mystery…. Martin Lindstorm and a few others have interpreted brain responses and reactions ( using fMRI studies ) to enable a closer look at purchase behaviour.

 

Phenomenal work if I may say so.. and yet the tip of the iceberg.

 

What they haven’t figured however, is the Indian brain! Which other brain prompts people to stack old newspapers and shopping bags till they shift home? Which other race believes in rinsing empty milk packets and sticking them on tiled kitchen walls?

 

No, this isn’t about ridiculing a practice. It’s about a unique process of thought which originates a few generations past and is passed down with amazing regularity….

 

Some classic examples include :

The house is spotlessly clean, clothes, linen and even the kitchen cloth is spotlessly clean. And yet, you can bet the cloth bag for milk hanging on the door is atrociously filthy.

 

Every free sample, be it a shampoo sachet or hair oil will be kept aside for future use. Soon covered with layers of dust it will be found during the next spring cleaning. 

 

Soap in its nano form will not be disposed off and will only be persuaded to merge seamlessly with a new bar in the soap dish. To add to this, you will be confronted with a soap juggle while you’re n the shower and the challenge is merging the two yet again.

 

Hitting the ‘buy’ button is thus much more than a result of just emotion or desire… Its about ancestry, familiarity, comfort and impulse and to top it al, unique to each race. 

 

Yes, ladies and gentleman, it takes more than reading to fathom the unknown. The mysteries of the human race will continue to enthrall us for generations to come.

 

This is the truth. Take it or leave it.

 

And now, questions from the cities of Mumbai, Calcutta and Nagpur…….

 

Sir, I am unable to interpret the Budget, and what impact will it have on my life. Does it really make a difference to lives of entry-level media professionals like me getting less than Rs 4-5 lakh per annum?

Thanks for writing in to Dear MxM. Let me at first clarify that I am not a finance whiz and hence my response to this would be more from a layman’s perspective.

 

The Budget will sure affect your life in more than one way and quite dearly if you are a smoker. But, for the sake of this answer, I am assuming you are sensible enough not to smoke.

 

On the personal taxation front, you will get a relief of Rs 3000 on your tax payable since you are below the 5 lakh cut-off. Additionally, deductions on cost incurred towards rented accommodation has seen a much needed hike from Rs 20,000-50,000 thereby reducing your burden.

 

Besides these two, other provisions in the Budget are not going to be of immediate advantage to you at this stage. I would be happy to send you more details on the Budget should you desire to study it closely.

 

Sir, last week, you mentioned that print will not die out in a hurry. But that may be true in small-town India. In cities like Mumbai, Delhi or even Nagpur, Pune, Chandigarh, most of the younger set of people watch news on the mobile. Apps rule for them. It would be good to see separate set of data for urban and rural audiences.

Point taken my friend. Yes, the major growth is in smaller markets of our country but what is interesting is that the print market hasn’t shrunk even in large towns. Individual players have lost numbers but only to someone else and this is despite the youth turning to online and mobile media.

 

The overall numbers remain the same and there is no apparent shrink in market size.

 

The reason is fairly simple. Most large cities have a huge readership for regional language publications and as the second generation is ushered in, the household moves from a single newspaper to a multi-brand scenario. This is initiated by the head of the house who believes the children must be comfortable with English too.

 

While this has been good for the newspaper market, it really hasn’t made the youth sit down and read print media. It’s brought in for them but unfortunately lies untouched day after day.

 

Separate data for urban and rural has only been there in a very primitive form in studies that cover smaller towns and without doubt needs to be churned out more efficiently.

 

BARC ( Broadcaster’s Audience Research Council ) has made a great beginning in this area for viewership data and hence, I do hope to see this percolating to readership studies soon.

 

Successful first generation entrepreneurs seem to make a virtue of even their failures. But people who have experienced that first-hand know what the follies of their bosses mean for an organisation and its staff. Comments?

Completely agree! If i get to writing all that I want to, this column will probably be long enough to carry over a couple of weeks….

 

From what I have analysed, this is an individual trait and is not universal to the first generation of entrepreneurs. I have worked with several first and second generation entrepreneurs on my consulting assignments and each one has proved to fresh learning for me.

 

It’s amazing how even cardinal mistakes can be positioned as strategic decisions taken in the best interest of the organisation and its people. This is in itself is an art, and the first generation is more skilled at this. The second generation also makes horrendous mistakes, but are not half as good when it comes to padding it or accepting the error in judgement.

 

Cascading effects on the organisation and people are common thanks to such errors in judgment committed by the owners. Employee morale also suffers a beating quite often. But then, its their organisation and they have the right to handle it the way they want….!

 

It’s finally about the giant sized ego we human beings live with. Most of ones life is spent massaging our ego while the rest goes in keeping it in check !

 

It’s appraisal time. And in my organisation the juniors have started ‘applying maska’ to their bosses to get good scores on their appraisal forms. I can’t get myself to doing it. Please advise.

Ha ha, this is a nice question indeed. But before I get to answering, I need a small detail..

 

Amul ya Britannia? Each one works differently and hence the query 🙂

 

Jokes apart, please stay the way you are! It’s demeaning to go around ‘buttering’ the boss to get a good appraisal. And If you honestly have a boss that likes this, its best you start looking at other opportunities.

 

Appraisals are a serious process that evaluates both performance and potential of en employee and reducing it to a mere exercise in sycophancy is disgusting to say the least.

 

I am happy to hear young people like you have the right values in these situations. Am sure this will hold you in good stead as you move up the corporate ladder.

 

Once again I take this opportunity to advise you to move jobs. Your efforts here will mean nothing if this is the environment you’re in.

 

All good wishes to you.

 

So my friends, butter well, but strictly on bread ! By the way buttered bread is damn tasty but in excess can get you to look like a load of multi-grain bread… well dressed and yet bulging at the sides….

 

Coming to think of it, why bother? Go and eat yourself silly this weekend. It’s good for the soul and those in the food trade.

 

And yes for now, it’s sayonara from all of us here. See you next week, same day, same space !

 

When in doubt mail us at editor@mxmindia.com with your home city and “Dear MxM“ in the subject line. You can be dog sure we will read it !

 

Jaisurya Das, the maverick media-evangelist, eats, sleeps and romance’s brands.

 

His cerebral consulting interventions are aimed at making brands powerful and sustainable.

 

He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

I was watching a talk last evening by the inimitable Sadhguru Jaggi Vasudev exclaiming with his characteristic élan.. “If you can see things with your eyes closed, you’ve lost it!” . Typically Sadhguru, in reference to a devotee who told him that she was seeing Lord Shiva when she shut her eyes.

 

He was just reiterating the brutal truth. Our thoughts govern what we see and what we don’t! Powerful, yet so limiting.

 

Our lives are spent on our thoughts and emotions and rarely does anything else matter. Even the wonderful cosmic phenomena of sunrise or sunset make no difference to our lives, nor will the death of a star or a galaxy! The point here is whether we realise this at all

 

Coming to think of it, have marketers realised this..?

Finally, consumers befriend what is part of their thought process and nothing else really matters.

 

A classic example is the automobile advertising we see today. Not more than 25% of them even mention the kind of engineering that goes into the heart of the vehicle; the engine!

 

Sadhguru, the godman with the flowing robes, is incidentally a rally driver too and has often said that the automobile advertising talks only about the frills. Gives no information that he seeks on the engine and gear ratios and so on… I don’t blame him. Not everyone is interested. In fact the majority isn’t interested at all.

 

And yet these automobiles sell, and boy do they sell!!

The reason is simple. Inherently, we are more concerned about the perceived value of our possessions. Understandably then, the interior and the paint job assumes significance over the engine. Who sees the engine and transmission anyway ?

 

Be it clothes, electronics, cars, houses or dining out, much of it is about how we want to position ourselves to the world at large.

 

Buying behaviour is closely associated with relative perception. This is the truth that marketers need to leverage. Create aspiration and ambassadors for your brand. I know you’re wondering  how what I am saying today is any different from what we see today…

 

Think and ask yourself if if you’d rather buy a brand that is used by a member of the family/ friend vis-a-vis one that is advertised by a celebrity?. In most cases, we choose familiarity over admiration or awe!

 

Celebrity brand ambassadors are good to create aspiration, yet purchase needs a different degree of comfort and familiarity. Strange as it may seem, this is the truth.

 

Sure, the human brain is THE most developed engine in the world, and yet performs uniquely almost each time it is accelerated or exposed to stimuli.

 

Thus, it may be advisable for marketers to leave deciphering the unknown to the neuro-enlightened.Today,winning brands take more than just good brand management…

 

On that note, it’s advisable that I take you straight to our Q & A for this 10th Thursday of 2016; Incidentally and for the record, it’s also the 10th day of this month of March !

 

Ladies and Gentleman, Read on…

 

Sir, I am the only male in a team of nine women colleagues. While I enjoy my work and my advertising career, I often feel that my growth is stunted because I am a man. Or am I imagining things?

Am absolutely certain you are over-thinking this! Yes, one hears of gender bias and stuff like that, but that doesn’t necessarily mean that the only male in an office gets targeted !

 

At first, it’s important to understand the provocation for this belief that your career is getting stunted by this environment. Is it the lack of a promotion/ raise year-on-year that is making you feel like this? Have you sat down and taken stock of your performance and contribution to the team targets?

 

How have you performed vis-a-vis your female colleagues? Has someone superseded you at work? My apologies for this barrage but bereft of these answers it’s virtually impossible to give you a sensible view on this.

 

And last but not the least, are you finding it difficult to absorb the fact that you have lots of female colleagues who are doing well, and probably even better than you?

 

Think my friend, and be honest with yourself. It only helps.

 

All the very best to you!

 

While my written English is fine, my spoken English is a giveaway of the fact that my spoken English language skills aren’t good. I can’t really help it… my schooling was in English, but all my friends spoke Hindi and that’s what my friends and I speak in. But I want to improve my spoken English. What should I do?

Why are you sounding defensive about this? Most of the world we live in can’t even read English so you’re actually way ahead with the language!

 

Having said that, I must confess that it has become increasingly important to have spoken English skills for most white collar jobs; A fair amount of weightage is given for communication proficiency at ‘point of entry’ level.

 

Yet, let me assure you that this skill isn’t rocket science and can be learnt within weeks. All you need to do is to sign up for a spoken English class in your city. There are also courses available with audio lessons etc online. However it is advisable to attend a class, since this would also give you a chance to clear your doubts on phonetics, intonation and the like.

 

In simple terms, all the rubbish in the para above, translates to the fact that in class you can talk and listen and someone will correct you if you go wrong. Hence it’s better. Period.

 

Meanwhile, do make it a point to talk to your friends (whoever you may be comfortable with) in English only. This in itself is a powerful method of learning languages. Listen carefully and speak confidently and soon enough you would be as fluent as they are.

 

All the best!

 

I read one question about appraisals last week. How do I ensure that I get the hike I think I deserve?

Thanks for writing in to Dear MxM. I just love these questions since the answer doesn’t take effort! The answer is simple my friend; WORK !

 

There is no shortcut to effort if you’re looking at sensible growth rates. If at all there is another criteria that is adopted, it’s most likely suspect! Hikes are about performance, and promotions are based on potential of the candidate. There is very little that can change this equation, no matter how fancy it is made out to be.

 

Stay focussed, forget about your career and work on craft. The stronger that becomes, the higher you go and you can be sure none will steal the thunder from you!

 

Your craft is yours (at the risk of being irritatingly repetitive!) and for keeps.  The career will follow, no matter what.

 

Hence my advice to you is to stop worrying about your hike, and focus on the objectives and KRAs (Key Result Areas) you have been assigned. Everything else will fall in place. Amen.

 

I want to do a short-term course in Digital Marketing. Any recommendations of what I should do? Is a course necessary or can I just read up and learn the tricks of the trade?

Digital marketing like any other trade/ skill can be learnt through various methods and reading is one of them. However, it’s important to work on case studies and exchange notes etc and hence the course needs to be comprehensive.

 

While there are a few classroom and seminar-based training programmes available in metros, these may not suit your need since you don’t have any prior exposure to the subject. f

 

My recommendation would be to go to an educational portal like Coursera and sign up for a good course. You will find excellent courses offered by leading global universities. There are both paid and free courses on Coursera and you can decide basis the course and its synopsis.

 

This will also enable you to add this skill as part of your CV (Curriculum Vitae ) where the University reputation will make a positive difference.

 

Good luck, May you become one of the best Digital Marketing professionals in India !

 

My friends, its time to say ‘Auf Wiedersehen’ but not before I wish you a fantastic weekend with much beer and great food. Now when I say beer, it’s important you understand that I mean strictly ginger beer. So, yes drink much ginger and so on, and laugh your heart silly…

 

After all, life is about celebration; Don’t you dare lose out on that!

 

And we will be back next week, same space, same day….

 

Don’t overthink, just write in to us at editor@mxmindia.com with Dear MxM and your City in the subject line. Leave the rest to us. Because we care, we honestly do !

 

Jaisurya Das, the maverick media-evangelist, eats, sleeps and romances brands.  His cerebral consulting interventions are aimed at making brands powerful and sustainable.  He is also the Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

Hello and welcome to yet another exciting edition of India’s best known (and only?!) ‘Agony Uncle’ for the media and marketing world.

 

Today, I take you on a short voyage through sensory perception and how it shapes our emotions and purchase behaviour…

 

Do you recollect what your new car smelt like when you just brought it home?  Or what aroma enveloped you when you visited the bakery down the road ?

 

I bet you can still recollect these distinct aroma’s if you were to shut your eyes for a minute. Some memories linger life-long, don’t they ? It may just be an aroma but what your mind just did is transpose that scent onto your innate sense of fulfillment.

 

It’s amazing how the senses can go far beyond what were exposed to day after day. I can never forget the wonderful gentle scent of Johnson’s Baby Powder. So much so, that I have actually bought cans of baby powder just to be able to sprinkle it around the room. Purity is best reflected in an aroma like baby powder, no matter what goes into it.. Yet another example of how your senses perceive and relate one advantage to the other. in this case, a gentle pleasant aroma with the purity advantage.

 

Foodstuff is one category that can do wonders with sensory marketing initiatives. For instance, it’s highly unlikely that you would catch a movie tonight without sensing the aroma of freshly popped corn.

 

What is even more interesting is that the tight purse strings get all loose when it comes to buying a tub of pop corn at the theatre.. I wonder if it has anything with the aroma that one is struck with when you walk to your screen.? Your senses just took over your rational mind. That is the simple answer.

 

Sensory branding isn’t new. It’s been there all along.

 

It’s just that we haven’t realised it. Coming to think of it, not many marketers in India use it to their advantage.

 

Globally, the aroma of freshly baked bread is used effectively by several large format supermarkets at point of entry. You walk in thanks to this inviting aroma and end up buying a basketful of goodies. What happened is sensory perception took over and the whole experience transformed into buying really fresh food, bread or otherwise. For the store sales grow, customers enjoy the experience and the bread smells fresh !!

 

It’s amazing how sensory branding can change the way we buy and this has been proved beyond doubt with brands across the world be it coffee, cosmetics, soaps, jeans and more.

 

Am sure it will come as a surprise if I were to tell you that most of these tantalising aromas, be it coffee, new cars or bars of chocolate originate from spray cans used liberally by the stores, manufacturers etc !

 

Marketing today isn’t today just about advertising or good visual branding; it’s about how to give consumers the right  ‘connect’  to appeal to their senses..

 

Easier said than done! Sensory branding demands acumen of a different order. It’s about the will and patience to understand how the human brain works with its complex structures…

 

It’s probably a good idea for discerning marketers to wake up and smell the coffee !

 

Ladies and Gentleman, moving on from the heady stuff, we now take you through the Q&A for this week. We are happy to welcome and respond to our readers from Ahmedabad, Chandigarh, Bengaluru and Mumbai.

 

Short question: I want to get into advertising. Which is a better place to be in: Mumbai or Delhi?

My recommendation would be Mumbai . Yes, Delhi has great names in advertising, be it agencies, clients or enthusiasts, yet somethings don’t change…

 

Mumbai is the Mecca of advertising and it will remain so for decades. It’s not just about the clients, it’s about the sheer cultural diversity and the buzz of a ‘activity intoxicated’ metropolis.

 

This is were careers are made, creative minds are shaped and brands are put to test 24/7.

 

Strategies that have made billions for brands are created are designed day after day in this very city. Yes I am biased, but that’s only because I have seen great talent in the city of Mumbai, be it advertising, film-making or streetfood !

 

However I must confess, I haven’t worked in Mumbai beyond a couple of days on work trips etc, yet I back Mumbai to learn the fine nuances of successful advertising.

 

Yeh Hai Mumbai Meri Jaan!

 

All the very best and a very warm welcome to Maharashtra!

 

I am in a spot. One of my members in my team who is a high performer is frequently unwell. While I just ignored it, I find that it’s due to the colleague’s own neglect. But even if that were to be untrue, the frequent absence (or erratic presence) is impacting my work, and more importantly that of the team. I do know that the colleague is genuinely unwell, and it’s horrible to let him/her suffer job-wise for this. But, yes, it is affecting work and the productivity of our entire effort. What would you advise I do?

Thanks for writing in to Dear MxM. This is tricky situation indeed but we shall nevertheless try our level best to alleviate your concern. Frankly i don’t envy your position my friend. It’s always a huge dilemma when you have to decide on priorities that aren’t in line with your leadership style or character.

 

I can sense that you are a sensitive leader who values your teams well being beyond everything. Great leaders are made of this mettle. Kudos to you! Unfortunately, this breed is quick vanishing from the corporate horizon.

 

Having said that, it’s important to remember that you have corporate objectives to meet as well, and it’s not fair on your employer to let that get affected by one individuals’ indisposition. Life has to go on, and your work mustn’t get neglected beyond a point.

 

May I suggest you have a fair and frank conversation with this colleague and explain the need to find a replacement for him/her in case the current health situation persists. You could think of giving your colleague a less demanding role if it exists, till he/she gets through this rough patch. You could also advise him/her to take a few days/weeks off assuming you can grant this. This will help him/her recover fully and get back to the normal routine.

 

This is the only way to go. Let me also caution you against allowing emotion and sensitivity play havoc with your role and objectives within the company.

 

Someone told me the other day that the advertising industry thrives on moonlighting. But is it really advisable? The creative output of the copywriter/visualiser will suffer if he or she is distracted. Right?

This is not true. The advertising industry had enough talent to go around and there is no reason for it to depend on people who moonlight.

 

Yes, this kind of a thing happens in small markets where there is a dearth of visualisers/ copywriters but not so much in large cities, unless its a very specific regional language campaign etc. Hence you may find a good Malayalam copywriter doing work for half a dozen agencies in Mumbai when it’s time for the Onam campaigns to roll, but this is not the rule of the land.

 

You’re right, the visualiser/ copywriter can get distracted with multiple campaigns, resulting in inhibited creative output. This isn’t ethical either, so I don’t imagine true professionals resorting to this merely for the monetary benefit.

 

As far as the agencies are concerned, it’s about work getting done especially in the less mature

 

Ad markets. Encouraging this practice by assigning work is in itself unprofessional!

 

The lure of the extra buck will always remain. The point is whether you want to be known for great work or just as someone who is available on call 24/7.

 

Is it okay to take off for a month to watch cricket? I have always wanted to, but never had the guts to ask the boss 🙂

Ha ha, this is an amazing question. I wonder if you’re boss is also a cricket fan like you? If he is, you may just find him taking the leave instead of you !

 

Honestly I don’t even know if something as crazy as this, is ok !!!! You have the leave and a good boss, take it by all means.. Sit back and gorge on the popcorn and cheer team India.

 

To hell with the world. If it’s cricket, nothing else matters. Don’t think buddy, just go for it.

 

But yes, there’s nothing ok about it . Nothing will ever be ok about it either ! ..

 

And yes, before I forget… If you get that leave approved, do inbox me and let me know which company you work for….I might just want to send in my resume!

 

That was a super quick week that went by wasn’t it? Such is life! Before you realise it, time has just flown by … from college to matrimony.. from living to fine living… from family to nuclear… from togetherness to being there.. from romance to intense love…. Life moves on hour after hour, day after day….

 

Such is the magic of life. Noting changes, and yet everything is different…

 

Well, some things don’t change.. Dear MxM will always be around, week after week, with more and more Questions, whacky Answers and our inimitable gaul to call a spade a spade!

 

Thanks for being with us. It means a lot.  Feel free to mail us if ever you’re in doubt at editor@mxmindia.com with ‘Dear MxM’  and your ‘City’ in the subject line.

 

Jaisurya Das, the maverick media-evangelisteats,sleeps and romances brands. His cerebral consulting interventions are aimed at making brands powerful and sustainable. Incidentally he is also the Contributing Editor of MxM India.  The views expressed in this column are his own.

 

By Jaisurya Das

 

Last week I introduced sensory perception and its interesting connect with brands. I am most thrilled by the huge response. Thank you!

 

I have received mails, messages, calls etc from people all over our country and a few outside India as well.

 

Interestingly most of them listed the various scents that they have encountered and how they helped bring them closer to the brand or service. At the risk of sounding repetitive, I must list a few of these interesting examples of how people connect to people, brands and varied environments.

 

A very dear friend called to tell me how an open bottle of concentrated phenyl reminded him so much of the hospital that he spent time in nursing his father. I know this isn’t the greatest of memories but the fact is that almost instantly, he connected to that very hospital. Not hospitals in general.

 

This morning I had a young lad who is an aspiring journalist, tell me that the aroma of an army canteen was so unique. Apparently it smelt like a collage of soap, shampoo, detergent and lots more. This is a memory that he cant forget easy. The son of a Major, the visits to the canteen were quite often, be it for groceries or a new pair of shoes. I am almost certain, he will recall most of the brands on the shelves that contributed to this heady aroma.

 

The aroma of eggs on the pan for instance, instantly reminds me of my bachelor days in Chennai where every dinner meant going to a neighbourhood push-cart to eat hot dosas and omelettes! No brand, nothing. Just a familiar roadside eatery that can get your taste buds doing a triple summersault. But, yes, I do connect those days, my friends, our bikes and living alone. And to think, all I did was make myself some fried eggs this morning !

 

Am not too sure how many of you have experienced the unique clove cigarette Gudang Garam from Malaysia. Been there for decades I would imagine. Smells a bit like fresh marijuana with all the sweet and spicy scents mixed in one. No, don’t smoke. You can experience this aroma even if you are in the vicinity of a Garam smoker.  Oil-stained smokes that are as dangerous as any other, and yet once lit you’ll recognise it from a mile off. Guiding Garam or Garam as they call it.

 

So, as is evident, there are thousands of such brands and services that are remembered for their aroma. Instant recall and yet not positioned such. Much can be done, be it a new brand or a much flogged one. And yes, the sense of smell is only one example of how we react. Don’t forget the human body is equipped with other senses as well !

 

Marketers underestimate the power of the senses. People tend to stay far away from the brain, and its prowess to understand the tiniest of signals.

 

My fellow marketers, if you have the time and inclination, start deciphering the brain.. and if you don’t, call an expert!

 

Well, currently it’s time for the ‘ Agony Uncle ‘ to step in as the expert!!!

 

Ladies and Gentlemen here are our questions for the week all the way from Coimbatore, Delhi and Mumbai. Ya ya, Uncle has answered them as well!

 

Read on my friends….

 

I joined this large newspaper in the ad sales team. My boss has told me that I can’t play Holi because the colour shows the following day and I can’t be making sales call. But in my community, Holi is the biggest festival. I am even ready to quit because of this, or take a week’s leave for the colour to go. How can organisations impose such bizarre rules. Please advise.

Hold your horses, my friend! Your boss is right and he’s just following the typical corporate code of conduct. No organisation will want its front-end ambassadors meet with clients with residual dyes and colours all over. This isn’t an accepted practice.

 

I completely understand your sentiment on the festival of Holi and you can still enjoy it provided you use organic/ natural colours. They are complete water soluble, safe on the skin and will give you more than enough fun too! Don’t forget the tradition of Holi began many many years ago, and long before chemical dyes and paints were used.

 

All colours that were used were vegetable- and plant-based natural dyes which were completely safe. Thank god, these organic colours have made a comeback. I would however urge you to ensure good quality ones since I understand all dyes packed nowadays for Holi carry labels saying ‘Organic’.

 

So, go ahead and have a colourful Holi and be organically squeaky clean for work next morning !!

 

PS Don’t overdo the ‘Thandai’! We do not want to lose our way to office, do we?

 

Why is it that language publications aren’t able to attract as much revenue for their ads as the English language publications do? This is even when the circulation numbers of a language publication may be more than that of an English language daily?

Contrary to what you may think, language publications do earn large advertising revenues especially from the key markets. In fact there are several markets in the country where language publications earn significantly more than English. Kerala is a typical example of this.

 

However, you do find the reverse too and this is primarily because English publications have higher advertising rates. Superior marketing teams, more pages, more supplements, more colour and more premium slots contribute to high revenues for the English leaders.

 

English publications tend to revise advertising rates also faster. Its also a perception based situation where English commands higher rates. No, this isn’t about content, its about strong branding, powerful marketing teams and an assertive mentality. Considering that the lions share of the English daily market is owned by one leading media group, we are bound to see dynamic rates and high revenue flow.

 

I don’t think this equation will change in a hurry either, though growth is seen majorly in regional markets. English is premium in the mind of the consumer and the advertiser. He wants to be seen there irrespective of what it will cost him.

 

This is the magic of great marketing !

 

Do media organisations compromise their editorial integrity when they organise events and awards especially? And have to invite bigwigs, and thereby take favours?

Hi! Thanks for writing in to us at Dear MxM.  The T20 fever seems to be raging.. From ‘Googlies’ in the past, I now have to deal with Bodyline ‘Beamers’ too!

 

Good question my friend. I wish I could duck for cover but that isn’t our raison d’être at Dear MxM, and it never will be..

 

Having said that, let me reiterate that editorial integrity can’t be questioned purely basis the fact that events and awards are conducted by the same group.

 

Yes, celebrities, industrialists, politicians, bureaucrats, defence services etc all make the tightly guarded invitee list and this list is really never ending. I know the kind of pressure faced on passes

when you conduct large events and hence am not sure who’s favouring whom !

 

But, yes, all business relationships do have a little give and take,  Networking is what it’s called, isn’t it ? You scratch my back and I scratch yours. No harm done really provided it stays within limits.

 

Editorial integrity as you mention cant be attributed only to the media house as this has a lot to do with the individuals involved. Integrity and sanctity must be maintained, but at all levels.

 

For instance, a senior journalist attending a high profile cocktail party or travelling to Greece, or Morocco or some other exciting destination all paid for, can be deemed to be doing his/her job and yet can raise eyebrows !!

 

Hence in my opinion, a favour is a cause for concern only if its going to dilute the brand or the breed of journalism it is known for. Beyond this, it is purely a business relationship be it passes for an event or a jaunt to promote tourism !!

 

 

Can a company ownership which doesn’t like/consume non-vegetarian food impose that none of the employees can have non-veg on campus? Is it legally tenable?

 

I am afraid, the answer is yes! All employees adhere to a code of conduct as per company policy and duly sign a copy of the documentation of the same. This could be included in your appointment letter or as a separate annexure.  This document is tenable in court and is considered valid proof of a contactual obligation between you and the employer.

 

Hence company policy can mean several things, ranging from a dress code to decorum and more. In this case, choice of food as well !

 

I would have however imagined, that discerning candidates do some amount of research before they decide to join a particular organisation but I guess I was wrong….

 

There are two options before you now :

 

1. Dump the job and join a good streak house.

 

2. Gorge on salads,good dal (lentils), nice sabji (vegetables dry sautéed) a few onion pieces, some pickles accompanied by some home made chapatis/ phulkas/ rotis (whole wheat bread) and focus on the work that you’re paid for.

 

I rest my case. God bless.

 

On that note it’s time to say Sayonara… Have a multi-coloured Holi with much organic fun!

May the hues of this age-old festival make your life super colourful and full of joy…

 

One long weekend this is, so take good of yourselves, unwind, relax those muscles and let your feet soak in a hot tub. You deserve it.

 

And yes, we will be back with the our characteristic (!) punctuality; The same space, same day, smashing questions and smashed answers @ Dear Mxm !

 

It’s fine, you can inbox us even on holidays at editor@mxmindia.com with ‘Dear Mxm’ and your city in the subject line.

 

Jaisurya Das, the maverick media-evangelist eats,sleeps and romances brands..

His cerebral consulting interventions are aimed at making brands powerful and sustainable.

He is also Contributing Editor of MxM India. 

 

The views expressed in this column are his own

 

By Jaisurya Das

 

Good day, Ladies and Gentleman, and a very warm welcome to your favourite distraction; Dear MxM now in its second season live on your screen!

 

I couldn’t but notice the huge impact PAL is making in the FMCG (Fast Moving Consumer Goods) market. Patanjali Ayurved Limited is indeed Baba Ramdev’s baby. From being a self-styled yoga guru he has grown into a huge phenomenon today with his herbal products and formulations. Yet, whoever would have thought he would give sleepless nights to FMCG giants in the country!

 

This is precisely what is happening though. Not many of you may know that Patanjali is today a Rs 2000 crore FMCG empire built in lightning speed with stealth like progress. Market estimates predict PAL growing to Rs 20,000 crore in less than five years. Now this is enormous and quite something, considering that this is a homegrown brand. Indian enough to sell atta and western enough to market noodles, these guys have it all!

 

What is even more interesting, is that they have used ‘penetration pricing’ (lower priced than segment ) and yet ensured top quality. I spoke with a few of their regular customers and all were more than happy with the products they bought and had decided on repeat purchase.

Whether it was the honey, the toothpaste, dishwash bar, or the noodles for that matter.

Today, all of them are busy trying out PAL’s other products.

 

Repeat purchase in itself indicates that the ‘low priced = bad quality’ mindset that most of us have is all but a mindset ! The brand which was the pioneer of invitation pricing (media) is Economic Times who in fact gave their best offering at their lowest cover price for the week.

The rest is history….

 

Yet, I wonder what makes them tick? Is it about Baba Ramdev? Or the purity and good health he stands for? But, if it’s good health, why do their detergents and soaps sell like hot cakes too?

 

I wouldn’t be surprised if this is going to herald a revolution of sorts with every single icon of Ayurveda and yoga launching their own range of products across segments.

 

With ‘Sri Ayurveda’ (Sri Sri Ravishankar) and ‘Isha Arogya’ (Sadhguru) consumers are going to have a fiesta of sorts and will quite simply drown in herbs. Jokes apart, will someone tell me what soap I should buy the next time I visit the supermarket ?

 

No. This isn’t a PR piece for PAL or anyone else. We say what must be said, no matter if it’s about detergent or a fancy new soap as long as its making an impact on our lives.

 

One lesson we can learn from all this is, that no matter what, if you set your mind to it, you can make it happen! If Baba Ramdev can spearhead what is today the fifth=largest FMCG company in India ahead of Emami and the likes, anything is possible.

 

Make it simple, add true value, and position it at the right price point while aiming it ‘on the face’ of the apt audience and I can bet you, you’ll have a winner!! Quite simply neural understanding of what the audience needs today…..

 

So herbal is the catchword as we move on to our Q & A for the week. Direct questions, straight answers only in Dear MxM, week after week ! Thank you for staying with us….

 

Questions this week from the cities of Mumbai, Delhi and Pune.

 

I have been reading about the CEO of a global ad agency having to quit because of a sexual harassment case. I have heard of cases in India too, but organisations do not have the mandatory committees to keep a check. While there may be legal provisions, what according to you is a practical solution to the problem… with specific reference to what can you do if you find an executive being harassed just because of her gender?

Good question indeed! Let me at first clarify that, contrary to what you may be aware, several organisations have committees for sexual harassment. There is a panel that is put in place which has representatives at various levels including lady representatives.

 

The very reason that we don’t have hundreds of these incidents happening in our country points to the efficiency of these panels. They are obviously able to monitor and redress situations well before they get troublesome.

 

Having said this, yes, there are several incidents that go unreported too. Having handled large teams during my stints with the corporate world, I can quite emphatically say that a lot of these situations happen because of insufficient communication between leaders and their teams.

 

The more you connect, the more you move around and the better informed you are! In simple terms, you can see trouble brewing and minor intervention in the initial stages can settle it once for all. The problem gets tough to handle when we let it be and pass it off as innocent friendliness. The dividing line between bonhomie and sexual harassment is thin and often misinterpreted. Ask a woman and she will sense the difference a mile off!

 

It may sound unusual, but my personal suggestion to all leaders is to view these incidents from the eye of a woman. You’ll probably figure what’s bonhomie and what’s not….

 

I know there are cases the other way around too. Nasty allegations for personal vendetta.  I know men who have been at the receiving end of flak and legal cases for no fault of theirs’. This is where good leaders who know their people personally can make a difference. Spend time, befriend and am sure you’ll read through their character soon enough, be it a male or a female colleague.

 

And yes, since you ask, I would meet both the sides in such a situation and decipher through a series of questions as to who is speaking the truth and whether what happened actually tantamounts to sexual harassment. I may not be the best judge but try I will!

 

Thanks for your article on appraisals. I showed it to my boss who said that it doesn’t seem to work for him because he’s snowed in with over 30 appraisals and the need to do it with regular work. Impractical, he said. Please help!

Thanks for writing in! At this point I can only sympathise with you more than anything else…

 

Each to his own! I must confess that what I wrote isn’t gospel truth and hence could seem impractical for many…However, what I fail to understand is why 35 appraisals are bogging him down so much! Unless of course he doesn’t like to be told what to do…?

He’s the boss after all !

 

Showing it to him may not have been a great idea. Maybe an email saying “ Here is something I thought you would be interested in” may have been the better way 🙂

You can still try it . Only two possible outcomes in such a case:

1. He gives you a terrible appraisal and proves that he is the boss.

2. He reads it and actually finds the time to implement some of those points in his methodology of conducting this appraisal.

 

Hence, proceed but at your own peril

 

I have just got selected by a leading media company at what I thought was an excellent salary. But I have now learned that entry-level employees from premier institutes are paid twice my salary. Why this discrimination

Congratulations on your new assignment!

 

If I may, here’s a piece of advice for you. Don’t ever bother about wasting your time on checking the salaries and perquisites of colleagues. This isn’t what your career needs. Focus on the new role, the new challenges and the success that lies in store.

 

As long as you are happy with your package, how does it matter if someone is getting a higher salary? The grass is always greener on the other side, isn’t it ?

 

However, for the record, entry level scales for premier management and media institutes are indeed high but I don’t imagine they will be twice the normal. Please note that this is done to attract the best talent into the organisation. It’s important to understand that these young graduates and postgraduates come with 2-3 years of solid grounding from both academic and practical perspectives.

 

This doesn’t necessarily mean that you will be given a raw deal. It’s just going to make competition tougher for everyone and that’s the beauty of it. So you have someone like you who comes with experience versus someone who’s come with academic training and both are competing to climb the same corporate ladder…

 

This is the time to exchange notes, work together as a team and move on. If you have craft,

there is only one way to go and that is UP ! All the best, my friend !

 

I have two bosses. But only one of them is my administrative boss. And he’s a tyrant and wants to get even with me because on all other things regarding work, I am reporting to the other boss. What should I do?

Jeez! Now this is a tough one! I don’t envy you my friend. I have had this unique honour of having to deal with three bosses at one go! Also the classic one – a tyrant!

 

Nevertheless, it’s important to be able to handle this kind of unique pressure, since in this case it’s all about egos. You get clearance from one and the other is upset! So, it’s important to keep the administrative one also informed. I repeat, informed and not consulted. If it’s a matter of ego, it may not be a bad idea to compliment the tough one on his lightning speed in decision-making etc.. Always strikes a good note. Different matter that you may not agree with it 🙂

To be honest neither do I!!!!

 

And, yes, the boss your’e reporting to is not likely to be ruffled by all this, since he’s got enough on his plate. So smile your way up with great work!

 

Well, if it gets too much for you, there is always ‘entrepreneurship’ or another job where your craft will be valued.  Ask me, I took the plunge over a decade ago. Never regretted.

 

All good wishes to you. Stay a diplomat as long as you’re there, and run an ‘Agony Uncle’ column once you’re out!!! Amen.

 

Now that we are done with the column, may I take this opportunity to wish you all a mindblowing New Financial Year!!!  May all your goals and objectives be met with ease…

 

As always, we are wth you, no matter what…for this is the reason for our existence on these pages.  Dear MxM is here to make a positive difference no matter how insignificant it may seem….

 

Yes, we will be back with our trademark ‘Rolex’ precision, next week, same day and same space ! Till then, here’s JD and ‘Dear MxM’ saying Au Revoir…

 

Be good, be well, and keep mailing those Questions to editor@mxmindia.com Please don’t forget to add ‘Dear MxM’ and ‘your city’ in the subject line.

 

Jaisurya Das, the maverick media-evangelist. eats,sleeps and romances brands! His cerebral consulting interventions are aimed at making brands powerful and sustainable. Incidentally, he is also Contributing Editor of MxMIndia.

 

The views expressed in this column are his own.

 

 

By Jaisurya Das

 

I was pained to hear about Pratyusha the 24-year-old television actress who is reported to have taken her own life.

 

A life that had fame, admiration, pride, and thousands of fans who religiously believed in all that she advocated in her screen avatar.

 

Anandi, the epitome of resilience, affection and selfless devotion probably couldn’t come to terms with her own life. Tragic and truly agonising. All of 24 years and taken away by mental instability that went unrecognised or was it just a pure error in judgment that moment when time stood still?

 

Media, entertainment, advertising, glamour and fashion are industries that have become very volatile for its constituents rendering many victims of depression, anxiety, alcoholism and drug abuse. And for the unfortunate, some escape only in death.

 

I have spent time discussing these stress-related issues with many from each industry I have friends in –be it media, advertising, films, fashion etc in my hope that I would be able to reach out and help in whatever way I can.

 

I realised that the pressures of work and multi-tasking aren’t different from what we faced in the corporate world etc. Yet, there is a stark differentiator!

 

Personal lives are highly convoluted today and often due to self-created stress. Today, the younger generation (yes, the bulk of my readers) are far too involved in every single nuance of their personal life.

 

For instance, today’s world includes a camera following you around always. It’s almost like they walk through the day with a mirror facing them. They have to look good, have to appeal, must have a differentiator and above all must achieve everything that they believe is important.

 

And this could be as prosaic as getting the right dress or the right companion for that evening party… it may seem silly to us, but for this generation, this is about life and death. It’s about trailing behind. It’s about being known to be perfect. It’s about being a winner always… 24/7, 365 days a year!

 

They work like the proverbial horse often till the midnight hour. There is no rest post that either as their personal life starts only then. Lack of sleep, dark circles (more make up!) form part of their daily routine. There is little time to cater to anything as basic as food, water or even intelligent conversation.

 

Reading of course is a forgotten art. Who needs to, You have everything on your smartphone after all! However, despite all this, a huge void forms, that gets larger by the day. They know not what creates this void since they are too immersed in their pursuit of artificial happiness. The happiness that fluff gives. The happiness that comes laced with the finest chocolates and roses like there’s no tomorrow. Living is today about demonstration and nothing else.

 

Unfortunately, this void grows much like a hole when the earth is removed. And soon enough they trip and fall into this huge black hole… Symptoms are always there, yet ignored.

• Insomnia
• Loss of Appetite
• Lying in bed longer than usual.
• Difficulty in performing routine tasks
• Indifference to vanity
• Loss of libido
• Lack of confidence, fear of facing people
• Restlessness, anxiety

 

Well, if you do exhibit one or more of these symptoms you may be unwell and require treatment. Yes, ladies and gentleman, depression is just another illness much like a viral infection. Needs medical intervention which can get you back on your feet… 100% cured.

 

No taboo, exceedingly common and can be treated effectively but shouldn’t be ignored. Letting it be is extremely dangerous. It’s just a chemical imbalance in the brain that requires the apt medication to set it right.

 

No, there is no research in all these decades that can pinpoint what causes depression but yes, we do know what it can do, if unattended.

 

It’s time the generation today introspects to arrive at what they actually want.. No, none of us can be perfect in every sense. No, it doesn’t matter if you didn’t look good in that photograph. No, it doesn’t matter if your friend fought with his/ her companion. No, it doesn’t matter if your colleague didn’t compliment you today. No, it doesn’t matter if your boss scolded you in front of two others.

 

What matters finally is your happiness and inner peace. Look within. Do not expect anything from the world around you, What comes is a bonus!

 

And for god’s sake don’t drown in your woes. Every little thing in your life needn’t be dramatised.

 

It’s fine to feel low, to have a headache etc. Don’t make it sound like the end of the world. Remember the universe returns all that you transmit to it. So the more time you spend on self-pity and expression of agony, the more you will get back.

 

Sit down and list all the things are the working well in your life. Count your blessings!

 

There’s so much good in your life. Why are we forgetting all of this? What makes us ignore the good?

 

The answer is simple; It’s us!

 

We love sympathy and yet we forget that beyond a point, No one wants to be around someone who’s constantly complaining on how bad his/ her life is. Safer to stay away since this can be contagious.

 

Go on like this and soon enough you may find yourself in a fortress with huge brick walls around you. Brick by brick we lay it thick. No one can impregnate this!

 

Unfortunately you forget that you can’t get out either. Another brick in the wall!!!

 

Yes, for someone who identifies with what I have said, this may seem like ramble and easier said than done. No, I say this with vehemence today!! I have seen the black hole and it took me long to jump out simply because I couldn’t reason with it. But I did, and today I try hard, very hard to be able to share some wisdom on this illness called depression.

 

Give yourself room, breathe, don’t take on too much. Believe me, life is about living and not competing day after day.

 

Be well, be happy, You won’t regret it.

 

Jaisurya Das, the maverick media evangelist eats, sleeps and romances brands!His cerebral consulting interventions are aimed at making brands powerful and sustainable.

He is also Contributing Editor of MxM India. 

By Jaisurya Das

 

Ladies and Gentleman, Welcome back to a fresh edition of Dear MxM, India’s Only ‘Agony Uncle’ for our industry!

 

This week, I will briefly take you through a startling reality that is staring at us…

 

In another two decades, procreation of mankind will no longer require sexual intimacy!

 

Yes, this may sound absurd but more and more people across the world are looking at medico-tech interventions to make the process lab driven. People will actually be given an opportunity to screen the eggs before they are implanted. The complex (major congenital issues etc) ones screened out and so on. Holy hell! This sounds like a poultry farm doesn’t it?

 

On the one hand, all this is exciting and could mean a lot, consideringyou would probably have healthier babies with less risk of congenital abnormalities.. and yet on the other we are slowly turning to robots. Human life is known to be robotic with daily routines and the pressures of society, and to top that now, even sex will get relegated to timed precision. Get your stopwatches in place !!

 

May be it’s time we introspect and figure if this is what we actually want from life; Ours and the ones we give life to? What would all this mean to relationships? If procreation can be controlled in a lab, soon intimacy itself will be engineered with a special pair of remotes!

 

I wonder if it’s really the lack of time or our seemingly busy schedule that controls our lives to this extent? Honestly, all this may seem nice, easy and highly practical yet somewhere there is a huge void in this never-ending journey of scientific discovery…

 

I know not what the void isor will be, but I certainly know, it’s time to wake up and smell the coffee !!!

 

Procreation or otherwise, Questions have to be answered with clockwork precision.

 

Read on…

Readers from Mumbai, Kolkata, Goa and Kochi…

 

Sir, you had written once that you receive several questions and you pick only four every week. What is it that you look for in a question while selecting ?

Did I bump your question off some week?? May be I did, and hence you were prompted to ask me this today. To be honest, there is no fixed criteria in deciding which ones I take that week.

 

However, yes, I do try and pick up the ones that are incisive, interesting, topical or downright hilarious! Some weeks this is a simple exercise yet, there are sometimes when I am tearing my hair out trying to sift through really boring questions!

 

Contrary to what many of you probably know, this column is read by a huge cross-section of people across cities, genders, ago cohorts etc, and hence its important to keep the interest levels high. If it’s a smart question or a tricky one, you can be sure that it will appear the following week!

 

And, yes, simple as it seems, it’s quite a task answering the complex ones and yet remain diplomatic in the public eye 🙂

 

Having said that, keep it coming my friend! Thanks for writing in.

 

I just turned 25 and I think I am a loser as I see people like the founder of OYO Rooms and In Shorts doing so well at such a young age. Please help me!

Sure I am going to help you friend!!!! You need to wake up and smell the coffee, tea… whatever !!! This is probably the most ridiculous problem I have seen in the past year.

 

What gives you the impression that winning and succeeding  is all about business or a great startup ? Agreed, Ritesh Agarwal is a success and OYO is a houcsehold name today but that doesn’t make him the epitome of success. He’s worked hard for it and so have the founders of in shorts to get to where they are today.

 

How much of effort have you put in? You’re all of 25 and actually think your’e a loser! How in the world do you expect to be successful with an attitude such? Winning doesn’t come easy!

 

It takes huge effort, patience, understanding, respect for others and more importantly the die hard resilience of a winner.

 

You have to believe in yourself before you even get onto anything. How else will you make an impression on anyone irrespective of what brilliant idea you may have?

 

Get your house in order my friend, before resigning yourself to being a loser…

And if you don’t, don’t be surprised if you become a victim of depression and the like.

That is unfortunately natural progression when you harbour such negative thoughts about yourself.

 

So go ahead, moan and groan about what you don’t have in life but at your own peril!!

 

I rest my case. God bless you my friend. May the force be with you!!

 

I just finished a course in journalism, spent Rs 10 lakh over two years, but now I figure my real interest is in baking. What should I do?

Bake a cake obviously! No, am serious. If you are so keen about pursuing your passion for baking, then you must go for it.  Finally it’s about satisfaction of what you are doing, and that is what translates into great talent being exhibited.

 

Baking is today a very creative science and with the flurry of gourmet baking outlets in the country, this will only get more and more popular.

 

Gourmet cooking and baking has today grown beyond the metros to mini-metros and towns across the country. Am sure you are already good at this, and hence making a mark shouldn’t be difficult.

 

As for the journalism training you went through, my suggestion is to use your academic training to publicise your bakery through social media, blogs and the like!

 

Today, the online content industry is always looking for quality talent, and you could become a great food writer with your skills in that domain.

 

Hence, this may be the big break for you with such an effective combo !

 

Now this what we call ‘ Have the Cake and Eat it too ‘.

 

All the very best to you….. and yes, your inaugural bakes may kindly be sent to our office 🙂

 

A colleague has been shown the pink slip. More than the girl, her parents are upset and think her daughter is a loser. Please help.

Is there any way I can meet the parents or speak with them?? I would love to talk to them and try and make them understand their enormous folly!

 

This is really unfortunate for more than one reason. For a start, they should leave the young girl alone and not run her life! She has been working and is obviously wise enough to take care of herself.

 

Yes, I am a parent too, but am aware that I can’t interfere in my children’s lives more than what is required.Justwhen they are ready to take flight and soar in the sky, I dare not cripple them with my views on how life is to be led. I believe as parents we have given them character, maturity and the ability to decide on whats good for them. In this we trust. Amen.

 

This poor colleague will get seriously affected by this psychological warfare (!!) that her parents are unleashing on her. My suggestion would be to have her find a job and relocate away from her parents for a while. This would be in her best interest.

 

More proximity would mean losing her self confidence, andfor no fault of hers!

 

And yesas for the parents, they ought to be seeing a good counsellor who can make them differentiate between winning and losing in life! Hopefully they will figure that this isn’t about jobs or the lack of them.

 

Parenting is about believing in your own. Everything else will follow.

 

And here’s another week gone by! Thanks once again for being with us each week.

Seriously means a lot. Dear MxM is about you and will always be so!

 

Do take great care of yourselves, be good, and walk head high And, yes, if there is even the slightest doubt on anything that really matters to you, write in to us at editor@mxmindia.com

superscribing the subject line with ‘Dear MxM’ and your ‘City’.. We will take care of the rest!

 

Till next week then, here’s JD saying Sayonara!

 

Jaisurya Das, the maverick media-evangelist eats, sleeps and romances brands !

 

His cerebral consulting interventions are aimed at making brands powerful and sustainable.

Incidentally he is also Contributing Editor of MxM India. The views expressed in this column are his own.

 

By Jaisurya Das

 

Hey, it’s Dear MxM time again! Ladies and Gentleman, it gives me immense pleasure to welcome you to another exciting week.  For the academically inclined, this week’s introduction is devoted to a case in guerrilla marketing in my backyard!

 

Friday evening 8.30pm, returning from work, I pull into my garage. As is customary, I check my postbox and extract the mail. A slick, sealed envelope addressed to me. No spelling errors either.

 

I am quite used to my name mauled… Jayasurya and Jeyasuriya, J Suryadas and what have you! This time it was perfect and hence got my attention immediately…

 

I opened this cover later the same night, and discovered a well-written one-pager on what could become a hugely successful idea that can acquire and retain a mass audience in a jiffy.

 

It was a letter from a lesser known ISP (Internet Service Provider) who talked about how it has signed up with our building and will soon provide a free lifetime broadband connection for each of the 80 flats with no strings attached. Sounds shady doesn’t it?

 

As a token, it was also throwing in a 10GB data pack to each flat. All you need, is to connect a router and begin to use it. Post your 10GB you can log on and buy a pre-paid pack. Simple yet brilliant! They also go to say that this can be your spare line in case your existing one (the building is pretty much run by a large telecom company who has wired broadband) is slow or is down for some reason.

 

No mention of this being the best or that you can replace your existing one. All that it says is that this one’s from us and it’s available to you for life! Yes, lifetime infrastructure to every flat.

 

Let’s read between the line. Nothing shady at all. What have the ISP folks done?

 

They have worked out a formula with the society which is obviously happy with this additional service at no cost. They have also managed to ensure that they scale up their infrastructure with just the additional cost of cabling to flats…

 

Lifetime quite simply means that they retain these households permanently. No one in their senses will decline this since it’s free. Pay as you use. No obligations, no commitments.

 

If their 10MBPS line delivers as promised, they would have mopped up 80 apartments at one go! Something that the existing providers haven’t managed to do in years. And this is just one apartment block.

 

Superlative stuff! I would love to meet the marketing professional behind this seemingly simple concept and perhaps learn a few lessons on such veiled aggression.

 

Yet another example of how simplicity of thinking can produce the best results.

 

Be there no matter what. Someday, you will be integral to the customer! This is probably what is pinned on this marketing head’s board. Amen.

 

Well, it’s time to cut to our Q & A for the week with questions from Pune, Mumbai & Delhi.

 

Read on my friends..

 

Sir, why do you always ask for the questioner to name his or her city? While I have no problem in declaring I am from Pune, would it make a difference to you if I was in Patna or Panipat?

Ha ha! Now this is one question I wasn’t prepared for…

 

Ok, I guess I might as well spill the beans now! I ask for the city simply because it helps me decide the tone and content of my answer to your question.

 

For instance, if you were in Mumbai, the market environment would be quite different from what it is in Panipat or Patna as you mentioned. You can be rest assured that this information is sought only to be able to give you a more accurate response to your query.

 

Contrary to what you or anyone else may think, we are not in the stalking business 🙂  And yes, may I assure you that bereft of the city, you will still get your answer..  Provided of course your question merits it!

 

I sincerely hope I have been able to address your concern. And If I may have the liberty of asking you a question now….

 

If you had no problem in mentioning your city, then why didn’t you in the subject line? It’s not always a crime to follow instructions, is it?

 

Are there any online help platforms for psychiatric help? Also, if one wants some counselling, should one go to a neurologist or a psychiatrist? Please help

There are a few online portals for medical consultation as well basic counselling but this cannot help beyond a point. It is important to visit a good psychiatrist who will best diagnose the problem. A face-to-face interaction is critical for a psychiatrist since it’s not only about a dialogue but also about body language and other parameters.

 

Yes it’s important to ask around in order to get the right psychiatrist. Yes, all are qualified yet some prescribe drugs rampantly. It’s finally about judgment and hence its best that you take a few days to get all the possible feedback on the right person. This is important.

 

As for counseling, it’s normally done by clinical psychologists and your psychiatrist may refer you to one should he/ she deem necessary. Since you ask, Neurologists do see many patients with psychiatric disorders and often given them immediate medication but are not really into counselling. Once diagnosed, it’s important to be under the right medical care. There are several qualified, trained professionals across the country and they are well within reach.

 

Counselling is a specialised stream and there are several qualified people to handle this. Some couple this with other modern methods such as hypnotherapy etc.  Cognitive behavioural therapy, cognitive re-training etc may be required case-to-case.

 

For those of you who may be interested in detail, NIMHANS (National Institute of Mental Health and Neuroscience, Bangalore) is considered the ultimate authority on these subjects.

 

They conduct regular research studies to be able to zone in on issues involving various age cohorts. As is typical of a government facility, NIMHANS sees an ocean of patients from all over the country and yet, each one is given the attention that is required, albeit the long wait.

 

And yes, it’s as good as free. Selfless service in its true form.

 

Whatever may the problem, do not let it be. Grab it by the collar and address it! There is a cure in most cases and for the others control.

 

The other day I requested my office to serve staff ‘Nimbu Pani’ instead of tea. I was clearly told that if I want lemonade, I should get my own. Shouldn’t our media offices adapt with the times and stop serving only the regular tea and coffee to employees?

Wonderful summer cooler that is! Yes, I completely agree with you on this. This is yet another classic example of ‘form beating content’ ! It doesn’t even make business sense since ‘Nimbu Pani’ (fresh lime juice) is am sure cheaper than tea and coffee it were made inhouse.

 

On the one hand, you want to look after your staff well, and on the other you shy from adapting to what may be necessary, depending on a situation or the environment. This is the larger picture of this seemingly insignificant concern you have raised.

 

All the same, changing the world isn’t an option, hence it would probably be a good idea for all of you to get together and shun that tea and coffee. Get in your own coolers and let them cringe while they drink their tea in this blazing heat..

 

Quite simply do an ‘East India Company’ with the management..Boycott!

 

Yes, an ‘eye for an eye’ is sometimes the best option. And, yes,for the summer, hit those lovely packs of ‘Chhaas’ (spiced buttermilk),lime juice and jal jeera !

 

I find that my colleague has bad body odour. Not always, but often. I have even told my boss about it but she says that not much can be done. What would you advise is a good way to inform my colleague that she should take care of her BO

Hi, thanks for writing in to Dear MxM!

 

I do understand your concern and BO  Bromhidrosis, Osmidrosis /Ozochrotia) can be a really difficult condition to deal with. Interestingly more often than once, it’s linked to obesity, diabetes mellitus etc and intake of certain food categories. For the academically inclined, BO is caused by bacteria that thrives on our skin when they break down our sweat to acids.

 

Sweat by itself doesn’t have any odour and only once broken down, is it sensed by us,

And then the inimitable comparisons to pigs!! I mean, why not some other animal. Why does it always have to be a pig? Do pigs sweat?  Seriously, who has gone and checked all this rubbish ..!

 

This is a tricky situation and more so, when it’s a colleague you have to work with day in and day out. It may not be a bad idea to actually get a few articles on this and its prevention, management etc and read it while both of you are at work…

 

Casual remarks like ‘I wonder If I will get this considering this article says, eating such food can possibly cause BO’ and I am overweight too and so on.. I trust you get the drift.

 

In such situations, it’s important to be inclusive and seem part of the problem rather than fighting it. This can be the eyeopener as well as the remedy. Hopefully !

 

No one wants to live with BO and yet in over 80% of the cases the individual is completely unaware of its existence and hence aren’t to blame.

 

I wish you luck. Coming to think of it, both of you.

 

[Ends]!!! This week’s done the moment I see this familiar word in parenthesis.. My ‘Ed’ sends me this word each time he feels I am stretching an article far too much.. I of course, make his life difficult by ignoring this and everything else…. !

 

Yet I know, it’s time to say farewell to this 16th week of 2016..

 

I do hope you have enjoyed reading Dear MxM over the past few weeks.. Serious overtones, but matters of critical concern. We will not stop at counselling for work, careers, life and more.

 

For us this means, giving it our best to alleviate larger concerns like depression, anxiety and

burnout. Yes, we are candid,we do not mince words but when it comes to care…

 

It’s always from our heart. This is what Dear MxM is about. Being there through thick and thin. Thank you my friends for believing in us week after week. This means a lot.

 

Hopefully we are making a difference to your lives too.

 

Have a wonderful weekend and do write in with your questions to editor@mxmindia.com with

‘Dear MxM’ and your ‘City’ in the subject line.

 

Jaisurya Das, the maverick media-evangelist eats, sleeps and romances brands ! His cerebral consulting interventions are aimed at making brands powerful and sustainable.  Incidentally he is also Contributing Editor of MxM India.

 

For more information on his work, visit www.xanadu.co.in

 

The views expressed in this column are his own.

 

By Jaisurya Das

 

Ladies and Gentleman, thank you for joining us on Dear MxM this incredibly hot week of May 2016.

 

‘Beware the Ides of March’ thundered this baritone day after day. None other than my  wonderful English teacher at Mumbai’s GD Somani School – Calley D’Mello. He taught with a careless abandon, be it Shakespeare’s Julius Caesar or the more prosaic Nissim Ezekiel’s “Night of the Scorpion”…

 

This was his strength. The sheer recklessness of interpretation that a teacher needs! This young man ensured we enjoyed every moment of his class while we grappled with literature that we were meant to grow up with. Coming to think of it, am not sure how much of a difference it made spare the conversations we could carry with ease.

 

I was most thrilled to see him decades later at a reunion as charming as ever, the same glint in his eye! The only measure of 30 years gone by was his silver grey hair. I didn’t get a chance to sit with him and relive a lot of those moments that we spent in the same class. Someday I will. If not anything, to listen to his baritone once again.

 

I write this because some people leave an indelible impression on you. I still don’t know the reason. To be honest, I don’t even believe that he was the ultimate authority on English or English literature… but there was something about his passion that arrested me.  He lived each class and nudged us quite innocently into this infinite pool of learning. Yes, Calley if I can hazard that at my age….Some of us did learn English, a few of us more..

 

We learnt to smile no matter what, display energy when there isn’t none and above all to celebrate life at the slightest chance…

 

Sincere gratitude my friend. I must confess I don’t know even know what for, but yes you made a difference to my life. Am not a hypocrite and hence no extra praise, no pedestals, nothing. Just honest respect. I tip my hat to you my friend. You were always one and will remain so. God bless with you infinite good health and happiness.

 

I know most of you are wondering why this week’s introduction reads like an autobiographical extract… Well, maybe this is an extract after all!!!

 

Welcome to the real world of queries (this time from Delhi, Chennai and Hyderabad ) and responses in the inimitable Dear MxM style. Read on, I say … !

 

I find that success has gone to the head of my colleague, and he thinks he knows everything… I want to help him realise his folly. What can I do? Or should I just let him be?

Wonderful. He has just joined the unique group of individuals on mother earth who believe that they have learnt enough. Each time I meet a bunch of young practitioners or students in media, I preach the need to learn constantly…

 

I for one have spent three decades in this industry and at the end of every day I realise I know so little. The burning desire to learn is probably the only fire one must play with!

 

While I do think your inherent desire to help him is noble, my humble advice would be to let things be. They only way a ‘I know it all’ will learn is by burning his fingers in the enveloping uncertainness of the future.

 

Sometimes, it’s best to let them the feel pain lest they hurt themselves further !

 

It is said that if a journalist switches to PR, he or she should get at least a 2x jump. Is this true?

Interesting concept!  Who did you said this?

 

Tough luck, buddy. There isn’t any norm such. In fact most often it’s the journalists who are quite fed up of their beat or existing pressures who look at other avenues, PR included.

 

This is not to say that PR doesn’t attract good journalistic talent but a really strong content professional looks for more gratification and noticeability and media becomes the obvious choice. I have for instance heard names of content professionals being bandied around the media circles and this obviously has to do with the kind of work that is done . Lots of good work but not always upfront when it comes to the end consumer.

 

Salaries are indeed higher in PR and Corporate communication etc but so are they in online and other forms of media. And this amazing formula you mention of 2x isn’t something that forms part of any rulebook! Am sure my friends who run PR companies will more than agree with me on this.

 

Every company has its own pressures and policies when it comes to hiring and salaries are fixed basis the candidate and the level at which they are coming on board. The only formula I am aware off is x+ and what the + can translate to is anybody’s guess !

 

So all the best with your job hunt! May you have x++ luck with this. Amen.

 

I got my increment last week, and find that it is far below my expectations. I want to quit, but I know I won’t get a new job easily. So should I just grin and bear it?

Believe me, I had a tough time sifting through the appraisal woe mails the past two weeks.. I was quite surprised considering there were fancy MNC predictions on robust increments across several sectors. Media stood at around 15-20% from what i recollect.

 

Well, obviously this didn’t translate into fatter wallets on ground! Pity. Anyway this season has gone by and there is no point in doing a post-mortem. As far as you are concerned, the bigger worry should be your lack of confidence in your capabilities!

 

Why are you resigning yourself into believing that there aren’t other jobs for you? While I honestly believe that the lack of a great increment one year doesn’t mean its the end of the road, I see no reason for your to despair like this.

 

Chin up my friend. No company you work for can give you great increments year on year since there are several factors that go into these decisions. Your own performance, your departments numbers, the company in general, investments to be made and so on. So it’s pretty much the same all over. One or two years you may see yourself get majorly rewarded but the next two years could just be COLA (cost of living adjustment !) that they handed out. This doesn’t necessarily translate to your performance being under question.

 

My honest advice would be to hang in there for another year ( provided of course  it’s work you are enjoying, nice colleagues, well performing company etc ) and review the scene then

 

And yes, if they still hand you lemons, add some Tequila (consumption of alcohol is seriously injurious to health, yours and others!), a dash of salt and say cheers before you walk out ….!

 

Last week, my boss banged my car in the parking. It’s going to cost me 7.5k. Now that’s not a small amount. My boss hasn’t offered to pay, and I am worried that if I ask him for the money, he will get even. And even not give me a good increment next year. Please advise. Thank you!

By the way, who is this Boss of yours!??

 

Well, what do I say?? This is where the wheat gets separated from the chaff.. Am sorry to say this (and I do hope your Boss is reading this !) but this is completely unacceptable and quite unbecoming of anyone leave alone a leader !

 

But you find them in all shapes and sizes so we have to learn to live with them and also take them head on when required. May I request you to take a deep breath and imagine yourself in a similar situation but this time the culprit isn’t your boss ….

 

Now, tell me what you would have done..! Why the special treatment? You gave nothing to lose my friend. If you are good at your work, then why the insecurity and concern about some increment a year later…?

 

I suggest you meet him and ask him politely as to which garage he would like your car to be sent to. You could mention that you have taken an estimate and it’s only a 7500 bill that is expected.

 

If this doesn’t work, do not despair and just repeat this act when there is someone in his room. Very matter of fact. “Boss, where did you say i should send my car for those repairs” Or would you prefer I get it done and give you the bill ?

 

Sounds harsh ? This is the world my friend. An eye for an eye!

 

All the best! And, yes, if you don’t succeed with this, let me know!!!

 

On that sharp note, it’s time for me to say goodbye to this week at Dear MxM. Do take good care of yourselves and keep the happiness flag flying high.

 

After all, life is about celebration no matter what the occasion!

 

Do keep writing in with your questions at editor@mxmindia.com where all you need to do is type ‘Dear MxM’ and your city in the subject line. It’s almost like magic ! We will respond with amazing precision Thursday after Thursday for …

 

Our raison d’être is making a difference. Dear MxM; Because we care.

 

Jaisurya Das, this maverick mediaevangelist eatssleeps and romances brands! His cerebral consulting interventions are geared to make your brands powerful and sustainable.  Incidentally he is also Contributing Editor of MxM India.  For more information on his work visit www.xanadu.co.in Incidentally, the views expressed in this column are his own.