MxMIndia

Tag: Sanjeev Kotnala

  • The actors didn’t know each other and have met only for this play. How tough would it been to coordinate across timezone- direct them online, work on costume and the stage- which was most of the time their home, writes Sanjeev Kotnala

    Sanjeev Kotnala: The@tre – Experience the Live Global Theatre in the Covid Era

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Now, how audacious does it sound. The@tre by ‘TheRed Curtain’ in the Covid era with actors across the globe.

     

    Having once tried directing a play long distance in 2004, I could not imagine how it will be coordinated, the impact, and how the audience will react to it?

     

    I was totally impressed with it after watching the shows on Sunday, June 20. The experience was unique and excellent. It was played live on the computer screen. Still, it was all theatre: brilliant script, perfect coordination, and technology, light, and sound. The show is live and not live stream, where the sense of audience is somewhat lost. It remains true to the concept- as it is live with no re-takes.

     

    Now, the actors don’t know each other and have met only for this play. How tough would it been to coordinate across timezone- direct them online, work on costume and the stage- which was most of the time their home.

     

    Moreover, all the audience had front premium seats—the initial introduction of the actors and after-show interaction with the cast.

     

    At the peak, I think the number crossed 140-plus.

     

     

    THE SHOW.

    ‘The art of facing fear- the world united- Hospital for the soul’ is written by Ivam Cabral and Rodolfo Garcia Vazquez and directed by Vazquez. It is a Red Curtain International and Os Satyos presentation. And there were three shows on June 19-20. One for London, another for San Francisco and a third for Singapore. I caught the last show of this weekend.

     

    INTRODUCING THE@TRE.

    The@tre – this global production believes there are no borders, where geography is history. As the worldwide audience, performer, and crew come from around the world sharing time and space. All one needed was a decent wi-fi connection.

     

    Just imagine 25 actors across the five continents playing on your screen. The shows are pre-paid and free. You could later pay forward and donate a show for future audiences. Not too surprised that the actors are doing it for their passion, experience, and experiment with theatre during the covid era when the stage is closed. They were performing for just $10 per appearance!

     

    LEARNING.

    The show, as the name suggests, is about the fear and anxiety about the current situation. The play starts with the audience interacting and opening about their anxiety with the current.

     

    And the play ends on a positive note.

     

    It re-establishes for me that innovative thinking and dedication to the idea can help you realise what may seem a stupid idea to begin with.

     

    EXCELLENT WEBSITE ENGAGEMENT.

    I must also appreciate the fantastic, engaging website for the show, designed by Unfolding. Loved the Fear test that comes with a simple lead-in,

    ‘while theatre can be good therapy, it is important to know your own levels of anxiety. I took the test, and in some time, my results were mailed to me with a score of 19 and a comment ‘ Even though mild may not seem too alarming, it’s always better to find a safe space you can retreat to when times are tough. It could be meditation, reading a book, playing an instrument, trying out new crafts, and sometimes cleaning your workspace so you’re not crowded with items both in your head and around you.’ You can take the test here.

     

    You can share your quote on fear and stand a chance to be featured on the site. There is a fear and hope gallery, too- where you can upload your artwork on the subject. Some of the artworks that are features are shown below. I do plan to do a doodle on the subject and upload it soon.

     

     

    I loved the concept of featuring the cast on the site but without identifying them by name or location. And then asking the visitor to guess their country of origin. Sorry to say there is no way to check your answer other than watching the show and trying to match the faces with your guesses. During the show, I attempted to guess and realised how wrong I could be. Can you guess right? Here are some of the members.

     

     

    RECOMMENDATION.

    If you have not seen the show- do it soon. Here you can catch the upcoming show list.

    If you have, do donate- pay forward– for others to watch.

    One can even associate as a sponsor paying $500.

     

    MORE THAN JUST THE THEATRE.

    When Sumit Roy is associated with a project, training – mentoring cannot be far away. I like the way he has introduced training in theatre. Learn-by-doing Webinars and getting Phygit@l, where workshop faculty will show how to adapt any production to a phygital performanceto a paying audience doing the@tre. Moreover, you could do the fifteen sessions Learn-by-Producing Workshop conducted over three to five weeks. It ends with you being a part of a new production by The Red Curtain. The beauty of these workshops is that a new batch starts as soon as 10 participants sign up. Moreover, The Red Curtain International is open for an internship programme for students willing to invest 2-3 months and interested in more than one area: Acting, Directing, Screen management, Production design, Publicity and Fundraising. They don’t get paid but get work experience in producing The@tre Without Borders.

     

     

    RED CURTAIN AND THEATRE. 

    In 2020, through the lockdown months, the Red Curtain rapidly evolved into The Red Curtain International after producing three successful online productions that turned geography into history. Real-time audiences, cast and crew, logged in from around the world. The Red Curtain family now spans six continents and is a registered non-profit headquartered in Georgia, USA.

     

     

    ADDON

    While we talk of the play on fear about the situation, I would ask you to read ‘Here Today Here tomorrow’, five short stories on possible future scenario, working on different assumptions on Covid-19 and where it could lead. ‘Nirmalay’s News’ by Priyadarshini Narendra, ‘Sheena’s Good Deed’ by Prabhakar Mundkur, ‘Mrs. Kumar’s Day Of Remembrance’ by Sanjeev Roy, ‘ The Big Idea’ by Priyadarshini Narendra and The Divide By Aiyana Menezes; A 16-year-old sci-fi writer and aspiring biotechnologist.

     

    Disclaimer. I know Sumit Roy of Univbrands and The Red Curtain International personally. I have seen the show for free. But, this review is my personal impressions, and there is no paid or otherwise association I have with the show. Unless identified all pictures from the show on June 20 4.30pm India time and the Red Curtain site. 

     

  • We must not forget that rarely an idea starts with business viability; it comes with improvement, processes, scale and converts, writes Sanjeev Kotnala

    Sanjeev Kotnala: What comes first: the idea, the award or the brand?

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIt’s Tuesday morning and I have just finished reading the Campaign India feature covering the probable Cannes winner from India. I am happy to note, I have seen or heard about most of them. I get the news that No Indian entry has made it to the first shortlist at Cannes advertising awards – the Glass, Titanium, and Innovation categories. And another that tells me the one favoured by the Indian advertising fraternity to win. There is no surprise.. Don’t worry! We as a nation will bounce back with brand purpose led communication next year.

     

    I watch #WombPainStories by AMV BBDO London for Essity’s, and I remember the well-crafted earlier campaigns ‘Bloodnormal’ to ‘viva la vulva’ in the past. It is definitely a masterpiece in thought and execution. And once you factor in their earlier work, you understand their passion, consistency, and belief in what they are doing. That is the sign of a sustained efforts and a real brand purpose to me.

     

     

    Whenever I see a communication like this, the sensitive subject of Brand Purpose is raised. How brands try finding a purpose with marketing and revenue in focus. Sometimes, they win awards as a bonus, and many a time, it seems to be the only objective.

     

    The purpose exists or is discovered. And it is absolutely fine not to have a purpose till the brand delivers an excellent customer experience around the promise it makes. But, in marketing, we tend to mine, unearth and create brand purpose; it sounds so much professional. But, remember, unlike the jury, the consumer is most often a far better judge of a true genuine brand purpose and quickly identifies that it is merely business-oriented.

     

    While at it, let me thank Campaign India as I went through the Cannes, probably from India and then later saw this campaign from Mastercard. #TrueName where one can choose the name on the card. It can be different from the name on their identity papers. Personally, it is a great inclusive initiative, but I would be disappointed if it wins the Glass at Cannes.

     

     

    And such an inclusive approach reminded me of Boondh Social Foundation’s #Ungender menstruation campaign that attempts to bring a more gender-inclusive concept for mensuration. In the campaign, three menstruators tell their experience and raise valid questions.

     

    #BlameNoMore seems another one in the same lines- sincere and accountable. It is crafted well. It shocks you at the end when you release the questions that have only one answer. Our nation could do with some such hard-hitting communication.

     

     

    I feel that advertising, like any other communication, discussion, and narrative, can nudge the thinking. Light the spark that can fire up the imagination and result in a change. But, at no time, we, in advertising and brand, should take ourselves to shoulder seriously the onus of shifting the societal biases and creating changes at the community level.

     

    However, the destination can be far and barriers insurmountable, but taking the first step is getting a step closer to it. That can be the role of advertising and brand communication, showing the world a mirror. For example, #Ungender or the #Sharetheload, #toxicmasculanity, #fearlessGirl or #untouchable should be seen in that light.

     

    When I see NOTPLA– not plastic, the faith in advertising and brand purpose is re-established. This is one of the initial nudges to make the future brighter and better. The first step is the birth of an idea. It succeeds, scale-up, or dies is immaterial to me. Till the time, it provides a direction and a possibility worth considering. We must not forget that rarely an idea starts with business viability; it comes with improvement, processes, scale and converts.

     

     

    And there is the final question that talks of the balance between the three points. What comes first, the idea, the award or the brand?

     

  • #ReadInstead by Juggernaut is something every short story lover would appreciate, writes Sanjeev Kotnala

    Sanjeev Kotnala: Why Juggernaut #ReadInstead is a great consumer experience

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    In the lockdown, Juggernaut, the now not-so-new publisher, ran an interesting campaign: #ReadInstead. The idea: instead of getting bored during the lockdown, read books. It was simple to join and well-executed.

     

    Once you had enrolled in the programme, every evening at 7pm, a fresh, free short story was delivered on the Juggernaut app. The story was available to you free to download and read in the next 24 hours.

     

    A weekly email announced the Free Short Stories in the coming week. And the app reminded when it was available to  download and read. Each story took around 15-20 minutes to read.

     

    #READINSTEAD WORKED ON MULTIPLE LEVELS.

    I loved this simple programme, as it worked on multiple levels.

    1. Juggernaut app downloads increase

    2. Juggernaut collected data for future marketing of publishing programme

    3. Juggernaut got live data on the changing reader profile and interest

    4. Readers were exposed to many new authors

    5. Readers got one story everyday free

    6. Readers got a first-hand experience of online reading

    7. Hopefully, it helped to inculcate reading habit

    8. Readers could appreciate the art and power of engaging short stories

    9. Readers were exposed to books on the app

     

    I think it was a successful initiative, even though I have no data on increased app downloads or the percentage of the readers visiting and reading the short stories every day,

     

    One of the readers, Rakshesh (@ORDX), commented: ‘I could not read the initial stories, but I think I read almost all the stories from the second week onwards. It was a good initiative. Some well-known authors mixed with not so familiar ones. So I got to know about them, and I can explore their work further. Short Story is a medium that I often use to know the writer’s style. So if I find it comfortable, then I try to find out about his / her other works… it helped me know about a couple of writers. … It was an interesting program, and it certainly brought joy for an avid reader like me. Who doesn’t like a good story!‘ 

     

    MY EXPERIENCE WITH JUGGERNAUT #READINSTEAD

    There must be a sound logic behind new stories uploaded at 7pm daily. I would have preferred the new stories uploaded in the morning.

     

    Juggernaut Books rightly did not focus on a genre every week. It could have resulted in a hyperdose of short stories on a particular genre and only interest a subset of the audience, leading to a break in reading.

     

    The only flaw (personal POV) was the stories mixed through the week. Sometimes, old classics followed one after another, or the contemporary authors came as a swarm. And at times, stories from the same genre were repeated one after the other.

     

    Given a chance, I would have better mixed the genre through the week and alternated between classic and old writers with the fresh-contemporary writers. Having said that, I did enjoy rereading the classics and diligently followed the programme. And completed reading 30 short stories in 30 days.

    Personally, Juggernaut did add to my comfort with online reading. And in addition to the short stories I have read many a books  like HALF THE NIGHT IS GONE, Amitabha Bagchi, Sanjay Dutt- story of Bollywood’s Bad Boy, TRIED AND TWISTED – EROTICA, I Am a TROLL and many more on the app.

     

    Juggernaut, thank you for the #ReadInstead initiative. I continue to read a new short story free every day.

     

  • Sanjeev Kotnala stresses on the need for effective implementation as key to the success of the recently formalised code

    ASCI Influencer Guidelines: A Good Start But Must Evolve With Time

    Picture edited from a post on the ASCI social media handle

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI enjoy such epic moments and milestones in the evolution of our marketing and advertising fraternity. It is heartening to see that ASCI, the Advertising Standards Council of India, finally launch the much-awaited and much-debated guidelines on influencer marketing. To be operational from June 14, 2021, simply put, it asks an influencer to clearly flag a sponsored/ paid-for content. Because, with great influence comes greater responsibility.

     

    I love watching polarised views emerge and new debates taking birth. Points and counter-points are traded, and a few of the masks come down. Good, Bad and Ugly punches are exchanged without the famous tune. Everyone is like – if you want to shoot, shoot. Don’t talk!

     

    Everyone agrees that it is the need of the hour. A few with the experience with past guidelines and their impact – wait with bated breath to see – how successful the implementation will be.

    And that is where I too had many questions.

     

    I was in a positive mood as recently ASCI had upheld my complaint on a product’s Covid immunity claim. Also, it upheld the complaint against an actor for violating celebrity guidelines.

     

    So, over the weekend, I had a Zoom meeting with my dear friend and consultant Vermajee. Here is the summary of what we discussed over a cup of ID filter coffee.

     

    Vermajee said that brands and marketers are finding new ways to communicate and influence consumer choices with technology. It is the right of the audience to know if the message is sponsored or paid for. Honestly, if it not self-regulated, someone will step in to regulate, and none of us wants it.

     

    So, ASCI had to start somewhere someday. Influencer advertising was rising and was being misused. He questioned as to why do I expect the guidelines to be perfect. He reminded me that perfection is a myth and that guidelines and rules lag behind abuse and exploitations. So, there is no point in waiting for perfection and trying to close every loophole before implementation. According to him, full marks to ASCI for taking action in a time-bound fashion. I never knew he was that pro-ASCI. 

     

    PAST EXPERIENCE CREATES DOUBTS.

    But, he also had doubts. He questioned if ASCI can really stop anyone from posting on social media without following the guidelines. ASCI expects peer pressure and influencers to set examples as a way to change behaviour. That is one of the most foolish things to expect.

    Vermajee believes, and I too sincerely endorse, that ‘Nothing will happen unless the erring brand is held responsible for the actions of the influencers and celebrities. Unless infringement in one media cannot be penalised by debarring the brand from every other media. Pointing out that the life of a social media campaign post is shorter than the time taken to file a complaint, ASCI must act in hours and not weeks. Technology and AI usage to catch the erroring Influencer is a good step. Hopefully, these guidelines will not be another toothless tiger. But, frankly, he doubts if anything will happen.

     

    DOUBTS PERSIST.

    So, it is not surprising that I had a sinking feeling about the whole thing.

     

    It reminded me of the powerful sequence from Hindi cinema. Deewar, where Shashi Kapoor, the policemen aka ASCI, asks Amitabh Bachchan, the erroring fraternity member aka Influencer, to write that the content is paid or sponsored.

     

    The influencer AB answers, which so cheese off with non-inclusive polarised guidelines that impact media differently, is full of anger and frustration in being single out for its success. The Influencer says, ‘Jao Pehle akhbaar se Sahi tareekhe se likwakar aao ki content sponsored advertorial hai editorial Nahi.’ ‘Go first make the newspapers write prominently that the content an advertisement, paid and sponsored and not an edit material.’

     

     DIFFERENT TAKE.

    Maybe it will manage to push every Influencer to transparently declare their association and or conflict of interest while posting about the brand. It is going to be a tough one. As the moment such a declaration is made, the possible impact of the message drops. Who will pay for this decreased efficiency and lowered revenues of the influencers? The truth is, it is in the interests of the brand that such associations are not publicly acknowledged. So, in case of guidelines violations, it is brands that should be penalised.

     

    There is another point of view and a possibility, that the market will self correct itself. And in some time the impact of labelling a content as paid/sponsored etc on its reach and effectiveness will get neutralised. When that happens and the audience will no longer have to guess the association, it will have a net positive impact. 

     

    MORE ISSUES.

    How is ASCI going to control foreign influencers and celebrities from not following the guidelines? Social media is, after all, global with no boundaries. I am not sure how it can control and object to a tweet that did not originate on Indian soil or an Indian Influencer. So, will it shift the focus from Indian influencers? Vermajee reiterated, unless you do not hold the brand primarily responsible for it, the problem will remain.

     

    THE INFLUENCER AND CELEBRITY DEBATE.

    Is the influencer guidelines different from the celebrity guidelines? Should they be different? How are we sure that the audience can differentiate and advertisement and content when it comes from a celebrity but fails to do so when it comes to the influencers? And, when does an influencer become a celebrity? Does the number of followers, frequency of the post, or the quantum of the monetary transaction define the status?

     

     ACT EARLY.

    The error and mistake need to be curbed at the start.

     

    ASCI processes are long-drawn. The change-modification demand is in reality a request. Unless ASCI is willing to haul some brand all the way – across the legal challenges- and make an example of it- trust me, the violations will remain.

     

    Vermajee, taking another sip of coffee, clarified his position. “I am all for the influencers and celebrities doing due diligence and getting the paperwork right. Misinformation should be avoided at any cost. So, I would welcome, if the onus of guideline implementation is firmly on the brand.”

     

    TURBULENT PAST.

    ASCI has failed to demonstrate the intent and implementation of such guidelines in the case of newspapers. The inclusive educational approach to shape the narrative across media, creative developers and celebrities have failed. We continue to see the best of the brands and marketers flouting the guidelines. And ASCI still thinks such an education outreach initiative in influencer advertising will show any different results.

     

    Why can’t all member bodies ensure that everyone associated with the creative development and media functions has taken the ASCI course on guidelines?

     

    HOPE IS EVERYTHING.

    But life must continue. One must believe in the intent and the ASCI promise to ensure that the guidelines evolve with time. It is in the interests of consumer, influencers, agencies, platforms and advertisers.

     

    WHAT ABOUT THE SOCIAL MEDIA.

    While licking the last bit of coffee, Vermajee shared what he was thinking. We have seen the arrogance of these social media giants. They arrogantly address parliaments and committees. They challenge the rules of the nations and even suggest what rules the country should have. They believe in creating and expecting their own rules and guidelines to supersede everything else. Everything under policies, privacy and freedom of expression- how will ASCI work with them?

     

    What will be the role of the social media platform?

     

    Will the social media platform on ASCI request or complaint closing the account of an errant influencer not following the guidelines? Don’t we know the answer!

     

    STILL, EACH ONE OF US CAN CONTRIBUTE.

    So, enjoy the feel-good moment and clap for the ASCI milestone of influencer guidelines. Wish ASCI all the best. And let us contribute by taking the pledge to religiously follow the guidelines. At least we can individually do so.

     

    Sanjeev Kotnala is a senior business strategist and educator. He writes on MxMIndia every Wednesday. His views here are personal

     

  • Brand Modi has a visible dent that needs repair, writes Sanjeev Kotnala

    Time for Brand Modi to strategically act and regain shine

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaBrand Modi, in its upgraded National Avatar, completes seven years as Prime Minister of India. It is an accepted fact that Brand Modi (Narendra Modi) came into the spotlight as a powerful star brand for the BJP, the Indian Government, and the international community. However, today, the brand’s capabilities, impressions, perception, utility, and functionality are questioned by the majority stakeholder; the country’s citizens and more specifically the voters.

     

    It does raise the possibility of Brand Modi resurgence, rejuvenation, or weakening before burning out. All is possible, as the stakeholders are known for a short memory. Brand Modi knows that regionalism, religionism, and patriotism-coloured emotions easily arouse the stakeholders and the last two years of politics can help him to power in 2024. It can.

     

    Brand Modi is about centralised decision-making and venturing where others don’t dare to think. It been communicative and connecting with the masses and the global leaders, but has lost the link with recent silence. It forgets: the nation wants a leader that leads from the front. Brand Modi, built on hyper-expectation, lacks effective delivery. It is lost in the future vision for a country that thrives on instant gratification.

     

    The recent debacle in  Bengal Election, the election rallies, and Kumbh during the pandemic has raised doubts on Brand Modi’s extendibility.

     

    In spite of short memory, the recent cries for help and exposure of the lack of infrastructure in the fight against Covid may have a long-term impact. Covid-19 deaths are no longer numbers- they are names, as everyone has in one way or another experienced the loss of someone close. The lethargic flip-flop on the vaccine and the resultant crisis has further eroded the brand.

     

    The audience questions Brand Modi on secularism, industrialist lobby, funds utilisation, farmers reform, GST, Rallies, vaccination, freedom of speech, Kashmir, China, Shaheen Bagh, etc. The list is too long. Now action and inaction, both further polarise the people who love or hate him.

     

    Brand Modi may still win the centre in 2024. But, it is losing ground connect and support, which has rejuvenated competition. Comparatively, today, the Brand Modi looks robust, bankable, and sustainable only because of the weak opposition.  However, in the absence of a strong candidate of force, the battles can still be won on a regional basis, if not on a religious basis. Brand Modi needs to understand that the pride of enhanced international image is of no use in these games.

     

    Mastermind Sunil Verghese from Chennai feels there are not too many wrongs by Brand Modi to decisively impact the perception. The Gujarati coterie has been running the country with a commercial outlook, which is excellent in good times and great for the industry. But when it comes to a crisis, you need insurance of some sort. So far, Modi has been upfront and communicative. He has taken the burden of unpopular decisions of the government. However, after the second wave, Modi has been silent. He needs to reassure the country. He needs to have a good set of professionals and experts around him. These are the only wrongs. Nothing serious. But there are a lot of rights. He has taken on corruption, cut out middle man, direct benefit transfer, world quality roads. He has the guts to take every coterie head-on. The threat is china; his hands are tied more by china than by Rahul or other opposition or hostile media.

    The brand is finally a perception adulterated with reality.

    Brand Modi’s silence or lack of well-coordinated strategic communication in the recent past is surprising and it is negatively impacting the brand. The audience makes their mind based on the available information. Unfortunately, the brand calling for transparency is clouded under veils of misinformation. Hopefully, BJP understands the power of communication and that milestones have no meaning- for the masses, till they don’t understand how they impact their lives. Nothing else matters.

     

    A small dipstick and individual discussion suggests that the masses believe Brand Modi has taken the mandate and support granted. It underestimates the opposition. The patriotic feeling and hype are seen as hygiene for the BJP, and today carries no weight. The Ram Mandir issue is resolved! Kashi- Mathura are minor political diversions.

     

    In past, Brand Modi like the magician Houdini has emerged shining after major politically hard decisions. The image took a beating earlier too. But the pandemic is a different case altogether.

     

    During the Covid-19 second wave and vaccination drive, the masses have parked most of the blame at the doors of central Government, which equates to Brand Modi. When empathy was required, Modi was seen leading towards chaos. Where social distancing and masking were desired, Modi was seen as undisciplined rallies. The emotional scars and the perceptual imagery of an unprepared government that could not (or did not) act or come to rescue will not be easily erased.

     

    Modi was seen as the capable PM ready to take hard decisions for the long-term benefit of the country. The followers defended every action. The situation has changed. No one knows what all and how to defend what seems ill-informed autocratic decisions, that too against the expert recommendations.

     

    The masks come off in time. Seven years have shown chinks in the armour of brand Modi. The magician Modi and maverick Amit Shah, along with Rajnath Singh and Nitin Gadkari, need to act now to ensure the Brand Modi shine again.  

     

    Someone in advertising and unwilling to be identified commented. Brand Modi is like a snail. Slow with a hard shell. It goes into the shell when a crisis hits. A brand built on the expectation of results and supported by the best in advertising, cannot survive on past laurels.

     

    Just because Modi seems to be the only viable alternative should not lead it to complacency and silence. It must act strategically to revitalize, rejuvenate, re-connect or it will be branded defaulted. It is time to seek a second opinion and a call for a Pitch.

     

    N.K Gontia, a Professor in Gujarat feels, Brand Modi has apparently gone down during the pandemic; however, people will realise its abilities and development works done at the end of the pandemic, and it will rise to become the real leader and BM will shine. The opposition lacks constructive ideas for people. They only criticise every step of the government, which may not be going to damage the net perception of brand Modi.

     

    Brand Modi, even today, owns few positive adjectives like Integrity, Target-oriented, Tough Taskmaster, Down to Earth, and Patriotic. This contrasts with the adjectives associated early in 2014- Tough Taskmaster, People-Centric, Political Solution, and Untainted.

     

    People strongly believe in Brand Modi and its ‘Nation First’ approach. They see him build a country of future and expect that the results and benefits will take time to accrue. But, is that relevant in the political scenario- the Brand Modi marketplace.

     

    Unfortunately, Brand Modi is strongly associated with regionalism and religionism. He is seen as Hindu dominant and has not done much to negate it. It is the strength and the weakness of Brand Modi. The Kesariya and the Ram Lala cards are past expiry dates.

     

    BJP under Brand Modi came to power as a well-crafted alternative to congress and other dynastic-oriented state parties. But this strength is diluted. Many don’t see BJP much different from its political foes. But seeing as the lesser of the two evils and more capable- voters may be forced to still bank on Brand Modi.

     

    Mohan Singh, a professor from Jabalpur, believes if the citizens displace their faith from brand Modi, it will be a disservice to the country. Modi and his team are working very nicely on all fronts to construct and develop India towards a better tomorrow for the safety comfort and convenience of all the citizens. They are working hard to change the image of India and Indians in the world and also bringing honour and confidence to the citizens of the country. His foreign policy is best since independence. Team Modi is going very nicely and they deserve a comeback in 2024..

     

    People still believe Brand Modi can deliver, but their confidence is shaken. Everyone has a lot to say about what Modi must do. However, all believe that it is time for the brand to act. The Brand Modi has a dent and it is no longer ‘shagun ka dent’ – it is a visible dent that needs repair.

     

    I think the Swarajya Magazine has got it right on what Brand Modi must do. Similar thoughts were voiced in discussions. Three years is a lot of time for damage control

     

    Decentralise. Give people the freedom to act. Use experts in the field. Create – nurture a strong level two in the party. Present and implement transparently with vigor the policies and programs to revive the economy.

     

    This government and Brand Modi have been known for being decisive. Stop vacillating and prostration. Go full out on what is best for the country. Somehow do things to remove the Adani-Ambani-Patanjali camp image.

    Though many will want Brand Modi to be finished, the brand has excellent support and possibilities to resurge, revitalise and revamp.

     

    …………………………………………………

     

    I am no political analyst, but a Brand & Marketing Consultant. The above is the summation of perceptions tracked in discussion on social media, individual conversations, and small dipstick. Some references are Free Press Journal – Amid rising Covid-19 cases, RSS chief Mohan Bhagwat blames Modi-govt and the public for ‘complacency’.  Economic Times- Covid wave 2, leadership pitfalls, and the Stockdale Paradox.  The Economist – India’s national government looks increasingly hapless. Swarajya https://swarajyamag.com/politics/if-modi-wants-to-win-2024-heres-what-he-must-do?s=08

     

    Sanjeev Kotnala is a senior business strategist and educator. An alumnus of IIM-Ahmedabad, he has worked across organisations including a few leading ones in advertising and media. He writes on MxMindia every Wednesday. His views here are personal.

     

  • When systematic planning and infrastructure support failed, jugaad or homegrown innovation saved the day, writes Sanjeev Kotnala

    Is Jugaad a Covid-19 pandemic saviour?

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIn India, it is fashionable to look down on desi things and ideas. We find problems with the system, approach, methods and solutions. Like a blinkered horse, we are blind to constructive suggestions. We refuse to acknowledge that another approach can have the same objective and be more productive. We shoot the messenger and blame the solution for our inability to prevent the crisis situation to build.

     

    This piece is inspired by an article by Shekhar Badve (Lokus Design, Pune), The Covid pandemic has shattered our international claim to fame, the Jugaad Model’. I knew something was wrong. Why and how can one instance be used to generalise and blame something that has provided solutions in crisis. There is a design firm bias against Jugaad, an approach of have-nots and not necessarily a wrong mindset. Jugaad is blamed because we depend upon it to wriggle out of situations – which could have been avoided in the first place. So, who should be blamed?

     

    Jugaad is an innovative solution within the time and resource constraints. A quick fix – not necessarily a sustainable solution. It is like the rapid recovery steroid during Covid treatment with unknown side-effects. It is an unconventional innovation. But a solution nevertheless.

     

    We may claim Jugaad to be uniquely Indian, but it is a global phenomenon. But= its cousins Chindōgu or Urawaza in Japan, Redneck Technology in us, Gung-ho in China or System -D in France are not really the same.

     

    Jugaad is the solution when people do not have the luxury of time, money or resources. Where immediacy of result is more important than the way, it is achieved. So, why not glorifying the person or the process of getting results.

     

    If Jugaad is considered an attitude that prevents systematic long-term planning, we must blame the planners, not Jugaad. If Jugaad is the standard of acceptance and standard operating procedure, blame people responsible for monitoring and benchmarking. Jugaad got nothing to do with these failures other than our inability to address our shortcomings. It reminds me of Osho, who said, Sin comes from thoughts, not the body, and Ganga only cleans the body. Blaming Jugaad will not change thinking – constructive actions will.

     

    We confuse our sluggishness and blame something non-existent- the Jugaad attitude. Jugaad is merely an approach.

     

    ‘Dekha Jayega Jab Hoga Tab’ – we will see when it happens- or we will cross the bridge when it comes is not Jugaad. ‘Pyaas Lagi Toh Kuhan Koda’– we will dig a well when we feel thirsty – is not Jugaad.’ Aag Lagi Thi Toh Bhuja Di’– there was a fire – we extinguished it- is also not Jugaad.

     

    Jugaad is temporary. It is full of imperfections, at times illogical and bends the rules. Jugaad mainly works with pre-existing problems. But Jugaad can be proactive. And suppose Jugaad infested life is an issue. In that case, I will wait for a solution from the proponent of systematic, objective innovation and design thinking. Jugaad exists because they have failed. Instead of them blaming Jugaad, Jugaad should be blaming them.

     

    During Covid, we collectively failed. The government failed the citizen and citizens failed the government. The systems failed in projections and preparation. The peak demand for beds, oxygen and medicine was 10-20 x of the capability. If wishes were horses, we could have been better prepared. The reality is that we were not. It is the failure of systematic planning. Jugaad mindset provided makeshift solution preventing lot many deaths.

     

    Yes, we will have Jugaad thinking and success case studies, But not the case studies on systematic failure of forecasting, planning and implementation. Even when we are paying the price for this failure, and the case is of failure. We are human to celebrate success.

     

    We know Jugaad was never a curse or a hindrance. It never forced weaning from systematic planning and excellence. But, we must find scapegoats for failure, in this case, the non-existential Jugaad attitude. We must celebrate Jugaad, the saviour, till the resources and infrastructure are not easily accessible, available, and affordable.

     

    Remember, at times, results matter more than the approach. Covid is one such case. Highlighting and celebrating Jugaad is not a conspiracy against systematic innovation.

     

    Go ahead make Jugaad transparently naked under the spotlight of evaluation. Show the shortcoming, the imperfection and the risk of short term answers. Push people to accommodate space, time and resources constraints for systematic planning and implementation!

     

    There is no disagreement when Shekhar says: ‘What’s the point of celebrating how well we have managed to come out of the crisis if the crisis could have been totally avoided.’ 

     

    The second wave was expected. A disaster was in the waiting, but there was enough time to act.

     

    We closed Jumbo Covid centres. We failed to anticipate the required beds, medicine, oxygen etc. Our IT solutions failed when needed, and the SOPs changed by the day. We did not correctly estimate vaccine need. Definitely, we could have worked to make the impact less painful. Maybe many more lives could have been saved.

     

    It doesn’t take much intelligence to plan and organise well in advance. Covid has shown that the list of severe lack of systems planning and forecasting issues is endless. But, why blame internationally acclaimed Jugaad for it – it was Jugaad that came to the rescue. It worked when the paralytic systematic planning and execution was leaving us unguarded.

     

    There is no argument; India needs to rethink the whole game from a systems design perspective. It needs to understand entropies in almost every aspect of public interest: health, security, delivery of public services, and natural disasters. We must not always be forced to avoid and handle emergencies with ad hoc decision-making and fall back on citizen heroics with failing governance and response. We should be better prepared.

     

    Yes, we need to live in the re-world. Re-evaluate and Re-search. Re-think and Re-design.

    During Covid, Jugaad was everywhere – where the systematic planning and infrastructure support failed. Be it the tiffin service or beds or medicines. The ventilators or the oxygen concentrator, or the splitters. Sanitisers or masks. Kaadha or steam. Liquor or fruits or vegetables. Interstate or intrastate transit. Birth or cremation. And if systematic resource led efforts are incapable of delivering, Jugaad will again rise as a Hero.

     

    Unfortunately, as a nation with a short memory, passing passions and voyeuristic attitude, we will not go for the kill. We will not invest in understanding the cause. We will avoid getting down to the drawing board- scenario planning- mock-ups, and trials.

     

    Let’s pause, think, and maybe selfishly celebrate Jugaad until the angels of change start dancing to the new tunes!

     

    Sanjeev Kotnala is a senior business strategist and educator. He writes on MxMIndia every Wednesday, and often even on other days of the week His views here are personal

     

  • The ad is simple and well-directed, but will it deliver for the brand? Sanjeev Kotnala reflects on the BL Agro ad

    Bail Kohlu… Kohlu ka Bail Kaun?

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe ad by BL Agro Industries’ mustard oil brand, Bail Kolhu is interesting – due to its somewhat unique approach.  I have never seen ads from the brand, and I am not sure if they were regular advertisers on social media and TV.

     

    This TVC/DVC featuring Manoj Bajpayee, Nawazuddin Siddiqui and Pankaj Tripathi- the three much-loved and hated characters from Gangs of Wasseypur is trying too hard, too much too soon. They belong to the core markets of the brand. They are known to have struggled with a late entry into Bollywood, finally succeeding against all odds. The fit seems perfect.

     

    The three actors are damn good, and they deliver on expected lines.  As depicted in the film and what people know, their life stories resonate with the audience and seem an apt fit for what the brand wants to communicate. They are known more for their craft more than being stars. People find them grounded and relatable in real life- something that the brand wants the audience to believe about it. In some press release, I read these values are – Perseverance, Purity and Dependability.

     

    The ad is simple. The celebrity brand ambassador reflects on his life, and short clips of their interviewed story make the point.  There is an unmistaken undercurrent of struggle before success. Additionally, the ad moves into the expected lines of showing the relentless pursuit of their dream and not leaving it mid-way. There it empathises on a determined-focussed approach and never letting it go. This is then transferred on to brand as it recounts to have followed a similar life pattern.

     

    It seems a good move when the brand is trying to expand and is engaging in creating the business delivery channels. However, when it comes to the consumer, this alone may not suffice. I believe that they will most likely take it further with the three ambassadors and product feature and/or benefit-led communication. If it is there, the brand will be better advised to bring them when the iron of buzz and discussion is hot. Otherwise, this disruptive sounding initial communication may just disrupt their plans.

     

     

    There is a lack of brand name integration in the film other than Manoj Bajpai reference to Kohlu ke Bail. At the end of the commercial, the bridge-line ‘Mehnat ke zanoon se kamyabi ke sakoon tak hamari pehchan ka safar bhi kuch eisha hi raha’ ( our journey towards gaining the identity has been similar, from passionate efforts to the comfort of success) that tries to wrap up the stories and link them to the brand is good but may not do the job.

     

    The brand association remains weak. It hinges on the unique sounding brand name- something that the film has really not exploited enough-the complete picture of mustard oil making the traditional way.

     

    The multi-star single film is different. It looks as if the film were initiated as three independent films but then stitched together for a shorter version. Something the brand should avoid as it clutters and sends a confusing message. It could work better as individual stories than overlapping ones.  The first test should be if the film communicates the right message clearly and cleverly in the least number of exposures.

     

    At the same time, compliment the team behind it who wrote and directed the ad- and the client who was sure what they wanted from the ad. There is enough buzz and talk about the ad and mostly positive.

     

    I hope this is just the beginning and not the end of the campaign. The brand will have to move fast and invest in moving from awareness and action at the trade level to interest and effort at the consumer level. The brand may need some tangibles to make the shift; maybe the brand could do with some second opinions and advice.

     

  • So, you and I must raise our voice till we are heard, and some effective action is taken, writes Sanjeev Kotnala

    Numbed by the Second Wave

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaAs I sit to write this, the fingers refuse to move on the keyboard. The mind no longer asks the fingers to keep pace with my thoughts. I am numbed with the pain surrounding us. Corona is far too close for comfort. The second wave of Covid-19 has touched and pained almost all I know. Nearer home, we have had the second casualties and a promising young man lost the battle. And there are more than 20 in close family who have tested positive and quartantined at home. All you read and hear is upsetting. It’s a terrible scene out there.

     

    I am not sure what I should do and what I could do. 

    Do I rejoice on the election results? Do I appreciate and see a silver lining in the self-less put-in by the next generation? Do I sit back and share the pains of people who have lost their near ones during the ongoing Covid-19 second wave? Do I focus on helping those currently fighting for life? Do I just cocoon myself and protect my family? Or do I redefine the term family that I belong to? Or do I, like Ramki (Cartwheel), who has created the post you see in this article, find how to contribute with my skillsets?

    Who do I blame? And what will blame gain? Maybe it will force people responsible to finally act decisively? Perhaps they will now try to better manage the situation? So, you and I must raise our voice till we are heard, and some effective action is taken.

     

    MANAGEABLE Vs PREVENTABLE.

    Let us not fool ourselves; our existence could not have managed this scale of the pandemic and the Covid-19 second wave. However, better planning, implementation, and a dedicated, focussed unrelenting approach would have definitely eased the pain- maybe a bit. The infrastructure and the essential services like medicine, oxygen, and beds be better managed and not stretched at the seams. Everyone understands this is unprecedented. Everyone knows we could have lessened the pain a bit, and that would have counted.

     

    SOCIAL MEDIA A BOON.

    Yes, thank god for social media and mobile technology, the apps, and the internet. In the absence, many cries for support during the Covid-19 second wave would have gone unanswered. Strangers across geographics were working in tandem. The nation is a bit more united and secular—no one asking for caste, religion, region or language while stretching to help.

    However, everything is not right.

    People are sharing forwarding half-baked and, many times, fake information. The visuals shared can scar you for life. The right intending advice not always right.

    Some medical scams are already running. Exorbitant rates being charging for medical supplies and support services. Some middlemen brokering treatment. And here, too, social media and the internet is playing their role.

    I will live with all this if only the Government acts and we have some order of managed pandemic. I, like others, am confused.

     

    CONFUSION.

    I don’t know much. And what I know, I cannot be sure of its authenticity. Everything is suspect. The situation is anxiety-creating, and the relationships are getting strained.

    I don’t know when to take the second vaccine dose. Initially, I was told to take it after four weeks. When I got the first dose, I was told to come after six weeks. Now, they are saying 8-12 weeks. However, the Aarogya Setu app is asking me to schedule an appointment now, immediately after four weeks. It is a different thing that there are no centres to schedule.

    No one knows if the INR 10 steroid works or it has to be Remdesivir.

    When should one home quarantine and when to get admitted?

    At what oxygen level should one start looking for the bed, the cylinder, the concentrator?

    Is it Covaxin or Covishield, or should one look at Sputnik?

    The confusion entropy keeps increasing with every new post and video on social media. With every call among family members at different locations. The early ring of mobile feels like a telegram and for a change- No News is really Good News.

     

    COMMUNICATION.

    I still feel that the government  messed up communication big-time when it started and during the Covid-19 second wave. As a result, everyone is short on knowledge and information. Everyone is an undisputed expert. Each one busy playing fastest finger first to forward whatever they get. Everyone is a video star and interested in the next sensational share about the Pandemic.

    Could this Central Government and state governments not use every possible media time and space to ensure clarity and transparency to answer most basic queries and FAQs.

    There is so much confusion even after one year of living with the virus. Simple things like symptoms, vaccination, process, self-help, home isolation, treatment, and initial care are still confusing.

    During illness, what to measure and what to monitor? What are the new early symptoms?

     

    NEED ACTION

    I expected a lot more from this government that was comfortable taking unpopular decisions. But, for Corona, they seem to be hibernating.

    Why not blank unauthorised advice being shared on social media instead of taking offense to some post criticizing the inactivity or questioning the status.

    In a media-centric world, how have we forgotten the power of effective, transparent communication for critical information? Why be the pigeon in before the cat? Why live in denial?

    Why can there not be centralised bed allotment and control? Possible! Could have been possible! I was thinking just like multi-level parking with franchised at multiple locations and central control.

    Why not strongly act against black-marketers and hoarders of essential goods and medicines? The government could make an unregistered unauthorised stock of oxygen cylinder medicine a crime. Give people a day to declare online and then on a war footing seize what is unauthorised and unregistered. Or are we better with people being atmanirbhar in arranging for them?

    Why should one need to come to the vaccine centre? Why not carpet-cover the cities and towns and villages with the vaccination team moving to locations? Why should the person have an option to be vaccinated or not?

     

    ATMANIRBHAR

    I don’t know anything, but I do know that I want to know. I know that I will never have all the answers, and I am okay with it and continue questioning.

    There is no debate. The government has failed the citizen of the country during this pandemic and more so during the Covid-19 second wave..

    This gives rise to a few questions.  my dear friend Peter Suresh is anguished when he asks- What were the citizens doing? Why did they go and attend the rallies? Why did they go to Khumb mela? What stopped them from observing the essential sanitisation, handwash, and social distancing? Why they still not wear the mask? Why blame the politicians? Did we vote them to power? At least remember and make the right choices next time.

    And, I say: Blame Ourselves. We are the ones who are the cause of wave intensifying.  When it’s a lockdown, we do side business. We are hoarding oxygen cylinders and damaging the refiling cycle. We are willingly promoting middleman and kalabazari? When we are asked to remain at home, we venture out to see how serious the government is about it.

    And thus we continue to fail our fellow countrymen. instead of one for all and all for one- the cry of Atmanirbhar seems to have been misunderstood by many as u everyone for themselves.

     

    TIME TO ACT.

    There is still time to do something and contribute to the containment Covid-19 second wave..

    Follow precautions.

    Remember, we are as strong as the weakest link, and individually we are the smallest social unit.

    Do help out if you can.

    Donate and volunteer with known names and setups to ensure your contribution is well utilised. Remember- Everything does not require you to step out of the home.

     

     

  • When technology and features get democratised, what is left is to break the biases and difference, writes Sanjeev Kotnala

    All Colour, One Price disruption by JSW Paints

     

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    JSW Paints’ new campaign, Any Colour One Price  featuring brand ambassador Ayushmann Khurrana, was just waiting to happen. As a consumer, I can relate to and appreciate the thought.

     

    When you decide to paint your house, many variables creep in; colour, shade combinations, price, design, features, and quantity. JSW Paints tries to make one variable redundant.

     

    In recent times, paint companies have tried to provide product or marketing solutions to evolving needs of the consumers. With time, we have started wanting more and more from paints. Just like we want more and more from our mobile phones. Well, not really comparable, but you get the drift.

    PAINTING WAS NEVER MERELY A SHADE CHOICE. 

     

    The era of Mera Waala Pink is over. Now you can get to the place and mix the paint to your comfort. The feature like long-lasting binding, easy to wipe, low maintenance, dirt, sun, water-resistant has been democratised. Even claim to remove harmful pollutants from the air! There is paint consultancy on offer and visualisation tools to see how the shades compliment each other or what would work best in your home. There is even on time painting promise. A few times, the brand even checked if you saw the colours right- as colour means a lot. Most good paints offer you the same.

     

    The consumer still appreciates the emotions associated with home and painting. ‘Har Ghar Kuch Kheta hai’ and ‘Jab Ghar ki Raunak badani ho’ still remains relevant. But, now it seems plausible that har paint kuch kehta hai and reflect or enhance your status in society.

     

    NEXT MOVE IN FEATURE DEMOCRATISED MARKET.

    So, when technology and features get democratised, what is left is to break the biases and differences. Make it easier for the consumer to make a choice. So, in this inclusive era – where we are talking of One Nation- One Rule, One Nation- One Price- the leap to One brand- One Price or rather Sachche Rang – All Colour- One Price seems natural.

     

    What is surprising to me is why did this not happen earlier. And then I think because no consumer ever questioned this differential pricing.

    JSW PAINTS DO IT WELL.

     

     

    JSW Paints need to be appreciated for this counter move. The brand Ambassador Khurrana continues from the last campaign, ‘har rang har kisi ka’ that laid the foundation. There they presented how the colours been dividing, whereas they should unite. And they shared the range of 1808 colours under the theme of making India beautiful. Enjoy behind the scene of the making of this video.

     

    Post this, the new campaign ‘All Colours One Price’ seems so logical. I also love the way the films have been made. That is a hint of q subtle younger-elder brother interplay and hitting at another brand and taking away the need of even the paint calculator.

     

    There is a format that makes Khurana suggest the answer compellingly. The price transparency is registered completely, though I felt that the brand association needs to be enhanced somewhere.

    JSW SAME PRICE AN ADVANTAGE.

     

    Though the brand questions the unfair industry practice of differential prices. I am unsure if JSW itself had differential prices earlier.

     

    If they did, then strategically, they have been brilliant in taking a step-by-step approach and I am surprised other brands did not see it coming.

     

    If they have bridged the gaps to make All colour- One price a reality, then too, JSW paints win as they are first to say it.

     

    Whatever may be true, it is advantage JSW Paints. The consumer doesn’t ask such questions. Now, it is for the other brands to evaluate the impact and justify differential pricing for red-blue-green in the same sub-brand. How Tera wala pink could be differentially priced from Mera wala pink.

     

    WHAT NEXT.

    The campaign will impact the market. It will make customers rethink, question the price disparity and maybe push other brands to follow.

     

    If JSW wants to take such decisive, bold steps and question what they term as unfair practices to make a mark; they will have to score again. I will be waiting for the next bullet from their arsenal.

     

    ……………………………………

    If you have got your house painted in the recent past – and here past would mean pre-covid era- do you recall different colours priced differently? Was that an issue with you? Do you think JSW is making a mountain out of a molehill, or this All Colour One Price is an open space to play?

     

  • Or is the IPL doing something good than wrong? Sanjeev Kotnala discusses the development

    Sanjeev Kotnala: Did the New Indian Express go overboard by suspending IPL coverage?

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Well done was my first reaction when I read of New Indian Express decision# to stop covering IPL. And the editorial announcement also tweeted under @NewIndianXpress was nicely drafted to evoke similar responses. My friends also shared and commented with ‘very bold decision’ and something like Respect. It would have been interesting if the media unanimously boycotted coverage of every potentially super-spreader event like religious and political assemblies.

     

    THE TIMING SEEMED RIGHT. 

    The second wave of Covid-19 is still to peak, there is chaos and confusion, and the still peaking. It is a state of scarcity with a lack of infrastructure, beds, doctors, oxygen, ventilators and injection. Social media is full of negativity about the situation. Individual and groups are working to help out the patients. Suddenly, people know of at least one person in our close circle suffering from Covid-19. Many have lost the battle. Or lost the battle. Things are suddenly seeming real. Everywhere people are complaining.

    Someone said that New Indian Express is a small south-centric newspaper, and it does not make a difference to IPL if they do not cover the matches.

     

    A SECOND OPINION.

    The question is does it means anything to the masses. Maybe, it is here that the newspaper failed to read the sentiment wrong.

    It is all about timing. People questioned the newfound purpose and love of New Indian Express and called it a grand positioning and nothing else.

     

    QUESTIONS 

    The New Indian Express decision is just the foundation. The questions are addressed to every newspaper and, in effect, the whole of the media.

    Where was the newspaper when the election rallies were up? The politicians were still talking of safe distancing and masking. At some places court even wanted people to mask while inside the car. However, the political rallies showed another picture. These were super-spreader events.

    Where was the newspaper when the Kumbh was taking place? When marriages, events- religious and personal were allowed through with limited numbers. Whatever may have been the arrangement made at Haridwar, it seemed a wrong event to allow*.

    Where was the newspaper when initially gym, talkies and such places were opened?

     

    WHY IPL?

    Why is the newspaper picking on IPL that does not use any public money? That is so well managed in a bubble. Planned and programmed in the safest possible way. IPL may even help take care of some of the negativity and provide some entertainment to stop people from stepping out. It is commercial, and that makes me feel, at least some economic activity is on. Some business is happening.

    Where are the newspapers when they keep reporting bikini-clad pictures of people with money and resources vacationing in a beautiful destination? Do they just think of news and paid features, or there are some connect and empathy for the audience.

     

    SOME VOICES.

    Vikas Mehta, ex-Lintas and a member of the WhatsApp group, was critical of the New Indian Express decision. He was clear the IPL should continue. EPL and all other European football leagues continued during December 20- April 21, the worst 2nd wave period in Europe. The WC qualifiers happened. Players shifted between countries and sometimes bubbles. And more COVID positive cases occurred amongst footballers in Europe than cricketers in India.

    New Indian Express  doesn’t seem to be walking the talk. The  digital version carries the IPL news as the physical talks of stopping covering it.

    My friend Sanjeev Shukla says New Indian Express plays out a calculated strategy to ride on the tiger. Ghanta makes any difference to IPL or to anyone if New IE (not IE) Or any newspaper covering or not covering makes no difference. IPL is running like any other business – legally. What’s wrong with that? If it’s a problem, let the government stop it. Why doesn’t NIE close down its paper for a few weeks in solidarity with what’s happening? IPL is not impacting the Covid-19 second wave; it may, in fact, be helping the situation.

    There’s scientific data saying Negativity/Depression directly & drastically impacts Immunity levels and body’s strength to recover. But NIE would like people to not be Positive, brood in gloom and die of virus or Depression. (@Ramki @agarwalsanjeev and @DPrasanthNair also voice this opinion)

    If there’s so much issue about celebrations in times of misery. Close Netflix, Amazon Prime, Sony Liv… people shouldn’t be allowed to laugh, entertain… there are thousands with their livelihood dependent on IPL. Is NIE going to give them money to survive?

    Seems the timing is absolutely wrong. Another mediaperson commented ‘it is not the same brand (referring to Indian Express) that was once a newspaper practising journalism with courage. Now a coward on both sides. (many feel it is balanced and fair)

    However, another friend and brand coach  Sumit Roy thinks otherwise,.. that the New Indian Express is encouraging responsible behaviour. Everyone has to assume that they could be carrying the Covid-19 virus. You owe it to your fellow Indians.

    @AnshuMor tweets, “What is this nonsense of criticizing IPL Now? Stop blaming the cricketers and Bollywood for everything just because you don’t have the balls to question the Government?

     

    THE PLAYERS’ BUBBLE IS JUST A BUBBLE.

    The IPL teams are living in a bubble. But, they cannot be immune to the situation outside.  Any tested positive and have joined back after recovery. R Ashwin has cut short his IPL season and is joining family as they fight Covid. I expect more to act and we most likely will be left with a curtailed IPL season.

     

    THE REALITY.

    And you realise that is the truth. We are so stressed with everyone now knowing someone suffering from Covid-19. We are so frustrated with the indifference of people we trusted to act. There is a simmering volcano of trapped anger among ‘have nots’ against the haves. They start celebrating every such act that is loaded with strategic intent and most likely superficial emotions.

    The government, the citizen, the judiciary and we have failed the nation. We all knew of these events; they did not happen in one day. And hence, if we were so concerned and sensitive, we should have raised our voice early and in unison. We cannot be selective in our criticism, and if we have a stance or a purpose (for brands), we must stick with it.

    We have come a long way. From everyone for everyone, we have been pushed to a situation of Everyone for themselves. It does not take long for the situation to spiral out of control when things come to survive. Honesty, values, ethics, accountability and responsibility sound so hollow when tested in the jungle out there. Go, do something far more constructive than stopping coverage of IPL. It may sound a lot harsher, idiotic and heartless, but maybe the way it is being handled, IPL may be doing something good than wrong.

     

    ………….

    *There is conflicting news from people in Uttarakhand, the social media trolling government and the Kumbh attendees on how well-managed with Covid-19 protocols maintained Vs how ill-managed it was. However, from all we know, huge numbers came and took the dip, and that’s the problem. It should have been banned like a lot many other things.

  • Have we become so commercialised that we only work when there is a client brief  or an award at stake, asks Sanjeev Kotnal

    Sanjeev Kotnala: Time for ad, marketing & media to help raise awareness on Covid second wave

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    The Corona second wave is rising by the day. The numbers are growing. Scarcity of drugs, oxygen and beds is reaching the tipping point. It is just short of arson and looting. Possibility exists that the situation  can spiral out of control. A civil disobedience movement may start.

    The Corona virus has not only dented the economy, it has scarred relationships,. Both may take a long time to heal. In a situation where self-survival is critical, most (not all) have refused to give a helping hand. The internet may want you to believe differently.

    Families that have grown in an environment of social interdependence are now left to fend for themselves in the Corona second wave. The national fabric is broken and maybe unrepairable.

     

    THE GOVERNMENT FAILED US.

    We know, who in addition to the government of silly priorities, should be blamed for this mess in Corona second wave. There is no denying the fact that the  elected government has failed the people of the country.

    They celebrated the win too early in the race. Too soon, disbanded the temporary infrastructure built to fight the virus. Did  they really not anticipate Corona second wave? Did they not foresee the dark possibility from enhanced level of complacency and misplaced confidence: The Government remained silent when they should have been communicating. They have failed to stop the spread.

    How blind can one be to not see the next wave and get ready. Could they have really done something differently to diffuse or manage Corona Second Wave?

    In fact, we would have been far better off if the elections were postponed. Marriages banned. Social and religious functions and gathering not allowed. The place of worships closed. Kumbh curtailed to a symbolic offering by priest. EID to follow in similar way. Worked to up oxygen production. Early medical exams to get more doctors on the ground.

    The lockdown rules and definition changed by the hour. The states and centre coordination in tatters really proved how regionalised we are. There was nothing to enhance the confidence or discourage the masses. It only confused people.

    Maybe a total two-month lockdown would have been better. Maybe. No one knows what would have been better,

    The Government and other political parties have continued politicking. Blame game is on during Corona second wave.

    The government did everything they should not have done. We have now is a man-made disaster. Just like today, we don’t know what to expect in future.

    Yes, we don’t know what could have helped, but we know what has escalated the problem.

     

    IS IT JUST THE GOVERNMENT?

    You may not like the thought. But maybe it is we who are to be blamed. Individually and collectively. Because we are like that only.

    We are so very religious that we suspect everyone, including our own people.

    We are full of conspiracy, doubts and illogical expressions and baseless communication.

    We are experts in passing the blame. After all, we know everything. We have been too dependent on others, including the Government that we laugh at the idea of being Atmanirbhar.

    We lack the capability of logically dissecting arguments. We are kaan ka kaccha and internet ka gaddha, who believes everything they see, hear or read. We are yet to learn from Gandhiji ke teen Bandar.

    Not only we believe it, but we are also proudly forward it to demonstrate our knowledge and network. It helps us to make a point that subtly shouts. I know more than you.

    We shunned vaccination. We hoarded medicines. We believed all the rumours but never the benefits. Questioned need to mask. Continued with large gatherings. Did not postpone or cancel functions. Did not practice the three golden acts of sanitation, wash and distancing. The choice was always with us.

    We are as much to blame for this condition as is the government. And like politicians, we better not fight about who is more to blame, but try helping to ease the situations.

     

    THE GOVERNMENT HAS FAILED TO COMMUNICATE.

    There has been no honest communication from the government during the first or the corona Second Wave.

    With rumours and half-baked and fake information in circulation, this serious lapse in judgement created a state of uncertainty, fair and confusion.

    Transparency be dammed; the masses never even knew of the restrictions expected the following day.

    The government actions during Corona second wave are nothing short of a series of knee jerk reactions. In fact, they seem to like the six blindfolded man and Elephant in the room.

    Definitely, this was the time for the Government to effectively use the communication possibilities and keep everyone updated.

     

    WE ARE LIKE THAT ONLY.

    We are the same people who jump red-lights, bride everywhere, don’t wear helmet or seatbelt, jaywalk at our own convenience and believe that my god is better than yours. That my God will save me first. And that bad things happen to others and not to me. Naturally, then not wearing the mask, avoiding vaccine and questioning by believing every rumour and forwards without checking comes naturally to me.

     

    IT IS OUR ELECTED GOVERNMENT.

    We elect the government for unrelated reasons, myopic caste-creed-religion-region-gender logic and false party manifesto. We are the ones who willingly remain gullible to the turn arounds by the politicians.

    We are the one who refuses to believe the people we elect to run the country. Oh, yes, we have more and more reasons to do so.

    We are the people for whom neighbour’s success is more painful than our failure.

    We are the ones who will easily find fault in others.

     

    CAN YOU DO SOMETHING TO HELP DURING CORONA SECND WAVE?

    Yes, the possibility exists. When we realise that the government has failed to act and do its part, the solution must then be with the masses who have helped perpetuate the situation.

    Keep following the three golden acts, wear a mask, keep a safe distance and repeatedly wash hands.

    Do not step out unless you must. Act like citizen police, question everyone not following these norms.

    Do not hoard items of any nature. Do not start keeping oxygen cylinders in anticipation or hoarding the dugs for use at a later date. It breaks the supply chain and loop. Creates artificial scarcity. This leads to mismanaged medical emergencies, and then a zone of uncertainty and fear gets created.

    Do not keep forwarding unreliable unchecked information on social media.

    Do not let the guard down for this invisible enemy.

    In case diagnosed positive, check and see if you really need hospitalization, or home-hospital is best for you. Corona second wave is not the  time to burden the stretched medical system and infrastructure.

     

    WE ALL ARE INFLUENCERS.

    Yes, we all are the influencers. May be we can influence a few and celebrities can influence thousands. Every one of us has a role.

    Even if you can influence only one person. Do it.

    Every influence and changed behaviour counts.

    If nothing else, be the one to demonstrate the right behaviour.

    Remember, we are as weak as the weakest link.

     

    WHAT ABOUT THE MARKETING, ADVERTISING, MEDIA FRATERNITY?

    Oh, the media, advertising and marketing fraternity is absent from the scene.

    The marketers are missing a chance to connect with the audience and further strengthen your brand. No, I am not referring to the brand that’s are trying to exploit the situation with products that wrongly stake the claim or falsely hint at providing immunity and protection against Covid or Coronavirus. A lot more can be done. Brands can use their platforms, social handles, communication and media to promote the right actions by the audience.

    In addition to reporting the actual situation, the media fails in their role of questioning the Government. Known for so many special days messages and CSR, they are nowhere using their space and time to share the right information or pushing the correct behaviour. Suddenly civil cause seems not relevant to them. Maybe they should look at it as the opportunity to connect and work with and for their audience.

    The advertising agencies are silent. What happened to the prides of understanding the consumer. Knowing and  pressing the right levers to trigger behavioural change. What will make them create communication to nudge people to follow the rules, practice precautions and unnecessarily not pressurise the system? Or, have we become so commercialised that we only work when there is a client brief  or an award at stake. What about self-motivated work? An industry that found many innovative ways to create and communicate is silent. Where are the legends? We need them to take out their magic wand and show us how powerful communication can be.

    .………………

    If anyone can break the chain, stop the spread and beat the virus, it is not the government but a conscious cautious citizen like you and me. So, follow the rules and instructions. Take every possible precaution. Prepare for the worst and pray for the best.

     

     

  • Sanjeev Kotnala on the ridiculously, completely illogical television commercials by Cred

    Cred-ibility ka sawaal hai!

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaA certain TVC by a service brand called Cred initialied random thoughts. And you can squarely blame it for this piece.

    Life is a switch. Yes, I will not make any politically incorrect statement. Life could have been a dog, but dogs love unconditionally. They are loyal and so intelligent. So, it better remains a switch. Give me time, and it will make sense. I thought I have seen and learned everything there was. And then I saw this brand Cred. It makes these ridiculously, completely illogical television commercials.

    I realised everything is interconnected. And if not, the consultants, marketers, strategist and planners will connect the free-floating dots. That’s their job. Something like the butterfly effect, induction process, domino effect or simply the interdependency of interconnectivity is working here.

    Last year, they just wanted to give a simple message, ‘Download cred and get points to pay your credit card bills. But no, they made Govinda, Madhuri, Anil Kapoor and Bappi da audition for the shoot- and just ran the behind the scenes as a commercial.

     

    People like me did not get it. Many industry stalwarts did not get it. A few expressed their appreciation, and the audience for who the ads were made kept talking. Everyone got the message. I wondered if I would have allowed such a spot to be presented to the client on my beat. Or, If I was the client, would I have bought the creative. I still wonder what the client and the agency smoking was. Whatever it was, I wanted one. Is there anything wrong with this walk the talk or talking walk ad of CRED that explained logically what the whole thing was about and what you get and, yes, who can get it?

     

    Meanwhile, I kept wondering why people were not taking the jab. No, it is not the aftereffect of the first shot of Covidshield that I took on April 4. Wondering why the so-called intelligent literates are not following social distancing, masking and washing hands. Were they not the simple steps. Was the nation asking much? Wondering how and why the election rallies without masks are not creating a chain of possible virus spread? Then I take a deep breath and remind myself, do not worry about things that are not in your control- it is accidental and incidental.

    This year, these Cred fellows went ahead. Even during the lockdown think they managed to get their stuff from the Himalayas. They made my hero, almost an idol; the Wall angry and declaring himself as Indiranagar ka Gunda. Suddenly he is no longer low profile. A simple flip of an image. He definitely seems the dude who will fight in the traffic jam. The Iceland volcano just erupted.

     

    Meanwhile, Sachin Waze has said someone from BARC paid INR 30 lakh. And there is a money trail. Someone may turn approver, and the beans may spill out. It is getting murkier with time, As fast-paced as “Predators and Prey’ by Abhinav Agarwal. There is more to come. The nation may not want to know, but the industry does need the answers. This is about the public and the republic. It is about the audience, media and measurement.

    Meanwhile, the Cred advertisement is applauded for sheer brilliance. The last time it screened behind the scene. This time, there are random clips to tag with the lazy, stupid sit-down message from someone at Cred. Personally, I do not like what they are doing. They are bright, and it shows. I could only say well done and maybe smile (I don’t bow) to their thinking.

    Monopoly is wrong, but the boardgame is good. Better than Ludo and Snakes and Ladders. Inside trading. Inside programming. Data analysis to favour the system. You google, and it will tell you even Google has been doing it. Part of the business, you ask. What’s happening?

    In between, these Cred guys used Jackie Bedu Shroff to tell us, ‘it pays to be good- pay your credit card bills. As if banks will allow us to forget paying them. I knew then that they will come back with points, rewards and cashback.

    An initiative in the southern hemisphere is forcing the digital giants to compulsorily negotiate and share revenue. Inspiration everywhere but the Indian media remain silent and continue to debate the minority-majority issues. Wherever there is a carpet, there is a story under it.

    I am now worried. The Cred  fellow has got even Jackie Bedu Shroff to Zumba and lead a Zumba class. All because this smart-looking Jim Sarbh wants to try doing an innovative Trivago ad. All they want to tell you is simple ‘when you pay credit card bills on Cred, you earn Cred coins, and you can use them to claim cashback and rewards. Knowing them, there will be more such innocent people trashing their well-developed image- CREDibility. Who next? Watch here a wee bit more of the CRED ad.

    As I think of it, I read about the superhero Sonu Sood who has taken the vaccine to encourage others to take the jab!!! Hello, is that right? He has done outstanding work during the first wave, and the way we all are, we look up to him to do some magic again in wave two. If there is an influencer right among the people- then it is Sonu Sood.

    I would hate to see him in Cred. Credibility ka sawaal hai.

    Meanwhile, one brand MAGICPIN  has taken the opportunity presented by the unique Cred approach and created a quick spoof. Well it works as far as catching eyeballs and the desired buzz is considered.

     

    ……………………………………..

     

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