MxMIndia

Tag: Sanjeev Kotnala

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

    Sanjeev Kotnala: Bigg Boss must take a reality check?

    By Sanjeev Kotnala

     

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

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

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

     

    REINVENTING BIGG BOSS16

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

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

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

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

     

    EXPERIMENT – THE KEY

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

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

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

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

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

     

    BIGG BOSS GOES SOFT

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

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

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

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

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

     

    THE PERFECT HOST DOST 

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

     

    AMPLIFYING THE SUCCESS.

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

     

    NEGATIVITY AND REALITY

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

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

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

     

    NET-NET

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

     

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

     

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

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

    By Sanjeev Kotnala

     

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

     

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

     

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

     

     

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

     

     

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

     

     

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

     

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

     

     

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

     

     

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

     

    NET NET.

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

     

    TO GET THE BEST OUT OF YOUR VACATION.

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

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

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

    :: Hire the guides and listen to the stories.

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

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

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

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

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

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

     

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

     

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

    Is travelling an expense or investment?

     

     

    By Sanjeev Kotnala

     

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

     

    SOME FRIENDLY EXPERIENCE

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

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

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

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

    They are investing in travel as a tool.

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

     

    TRAVEL AS INVESTMENT

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

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

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

     

     

     

    MORE ON TRAVEL AS INVESTMENT

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

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

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

     

    TRAVEL – A COMPLETE EXPERIENCE ECOSYSTEM.

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

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

     

    NET-NET

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

    ……………………

    ADD ON.

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

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

     

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

    Time to Smell the Joshimath Salt

     

     

    By Sanjeev Kotnala

     

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

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

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

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

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

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

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

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

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

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

     

    NET-NET: THE ACTIONLINES

    Here is something that is expected from the government:

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

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

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

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

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

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

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

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

     

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

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

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

     

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

    …………………………………………

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

    Joshimath Sinking- a talk with ATUL SATI.

     

     

    Ground report- Why is Joshimath in Danger?

     

     

    Expert talk- Joshimath Sinking

     

     

    ………………………………….

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

     

  • The truth is that life's varied roles and responsibilities require people to act differently and wear different masks, writes Sanjeev Kotnala

    Should dominant archetype and persona gap across stakeholders worry you?

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaArchetype, Brand Persona, Brand Association and masks are not new concepts. In 1919, more than a century back, Carl Jung suggested that “There are forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time, as individual products of unconscious and that these [archetypes] are imprinted and hardwired into our psyches.” He took this understanding further to create brand archetypes aligning with predominant Customer profiles. Carl Jung identified 12 archetypes: Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.

    Now consider the possibility that the consumers and people at different positions hardwired with a particular archetype may be putting up a mask that may or may not be in sync with their dominant archetype, as it may help them with better relationships, image perception, enhanced efficiency and effectiveness.

    The truth is that people do wear a mask all the time and life’s varied roles and responsibilities require them to act differently and wear different masks. Sometimes, people use multiple masks to interact with various stakeholders and audiences, and such a situation creates confusion because of the difference between expectation and experience.

    Moreover, masks are not true to the identity and may slip, compromising all the efforts.

    Masking is tricky but is a done thing.

     

    THE IDEAL SOLUTION

    The solution is to unmask and synchronise the archetype and brand persona for the desired consistency in reaction and impression. After all, what counts more than reality is perception.

    Exploratory work suggests that it is natural for the demonstrated archetype (Persona), real archetype and perceptual archetype to differ. The person may retain dominant traits of the real archetype, as they are hardwired. However, variations and tweaks, subclasses and subgroups of archetype and persona get reflected in their behaviour, actions and reactions, thus altering and influencing the resultant image and perception.

     

    BUSINESS ENVIRONMENT

    In a business environment, various stakeholders and audiences may perceive the archetype differently based on their experiences. To simplify the situation, we look at the dominant archetype and the perception created across five prime audiences; senior management, peer group, juniors, self-perception and perception outside the organisation.

    The person is more at ease with self and surrounding when there is an alignment across all the above perceived personal brand persona (archetype). And there is chaos, turmoil, and frustration if they conflict. There could be a problem of mismatch between self-perception and stakeholders’ perceptions.

    Many brand marketing consultants have focussed on streamlining the brand archetype and the company desired Vs demonstrated archetype through culture intervention and programmes. However, they have understandably missed looking at the archetype (persona) alignment of the prime assets of an organisation – the workforce.

     

    EXPLORING THE AREA

    I have worked with a few organisations open to exploring and addressing this subject.

    We used various net-based questionnaires to identify the personal archetype and persona. We used animal and celebrity association for perceptual archetype identification and cross-checked using net-based tools.

    For stakeholders outside the company, like retailers, business associates, and the workforce at the plant, we again used associations to understand the persona perception as it seemed more focused and easy to administer with a lower margin of error.

    We used a series of animal and celebrity pictures with important pre-identified characteristics to ensure everyone was on the same page. This characteristics list grew with time as audiences helped expand it with more generic interpretations.

    In some places, in-depth discussions were done for a better perception and understanding. We observed people were more open and better placed when the references were in their native language. Moreover, language allowed for highlighting finer nuances. The respondent would differentiate between a Shahukar and a banker, an adventurous sportsperson Vs a hobbyist, a Lieutenant vs King Vs subedar Vs Wazir, A government servant Vs a Government department head and a bureaucrat and, off-course, between a python and a cobra. We dropped political figures from the list as they had a highly individualistic and confusing interpretation.

     

    FINDINGS

    The findings fell in line and expectations.

    In one such case, the CFO was seen as a Sherlock Holmes by the franchise, a Sahukar by the retailers and a dictator by the sales force. And the CFO saw himself as a Sage and a comedian in sync with the company brand archetype. Even the MD and the directors saw him differently.

    In fact, in senior management, there was a considerable difference between self-perception and archetype discovery in how they saw each other.  And we tested these during the recruitment process to hire the right fit through net based tools. However the perceptual images reflected by the interview panel normally had wide variations.

    In another case the Sales head was seen as a true leader by the juniors, an opportunist by the peer and a wasted resource by the management.

     

    ACTION

    Multiple levels of counselling was done. The challenging phase was sharing the findings with the individual and explaining to them valid perceptions, and more difficult was determining the possible tweaks and corrections and monitoring them.

     

    NET-NET

    The final impact of such an exercise and counselling is yet to be seen. The management believes we are moving in the right direction to streamline archetype perceptions with the company/brand desired archetype. However, it has been interesting, exciting and somewhat of an eye-opener. One looks forward to working with another open organisation to understand and explore it further.

     

  • Many brand or company purposes are just a mask. They are bound to fail as they are fake, notes Sanjeev Kotnala

    Effectiveness ladder of purpose-led branding in life and business

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaFinally, last Sunday, I visited my dear friend and mentor Vermajee at his Mumbai residence. Last week, he returned from one of the ashrams in Uttarakhand after completing a meditation course that started on December 25, 2022 and ended on January 4, 2023. He was feeling fresh but was not opposed to some drinks in the evening, and the mood was sombre and purpose-led.

    Lintas sent me to a short four-day yoga meditation at Lion’s den Lonavala in the mid-1990s. By Day 3, I was talking to rocks and flowers and ready to leave. I poked Vermajee by telling him that maybe he was now enlightened with a purpose in life and that he had a direction.

     

    Simplifying Purpose.

    Vermajee spoke. You watch cricket, and you would have watched a purposeful Australian cricket team trying to win against a South African who suddenly realised they had a purpose too. Maybe they were inspired by the suddenly purpose-led Pakistan cricket team on the last day of the test match with New Zealand. The goal of every team is the same. To win and not to lose- to engage their fans. The intent may be stronger if the test series championship is at stake. The strategies and the format may differ, but the purpose remains the same.

     

    THE PICTURE WAS GENERATED BY DALLE.E

     

    Purpose In Life.

    Similarly, we all have the same purpose in life. To live by Dharma and keep improving with time by natural evolution or individualistic drive. To repay our debts. The ultimate purpose is Salvation- Mokasha– Nirvana. It is as simple as that. It’s what every enlightened person and preacher has been saying. Do good. Do live and let live. To not only be seen as a good Smartian, a person with Dharma, honesty, love and care, and to behave like one. And being a better person than you were yesterday is the simplest way. Don’t you always send wishes to friends, ‘May your today be better than your tomorrow’. You just need to tweak it a bit. Say, ‘May you be better than what you were yesterday’, and the wishes will not only have a better meaning but a great direction- however, many may not understand and appreciate this change.

     

    Probing Purpose-Led Business.

    I knew Vermajee was oversimplifying the whole discussion, and it was time to throw a bait and get the maximum out of it.

    I poked further. That would mean that every purpose-led business, brand, and service must have the same purpose. Then what is there with all these purpose-led design and communication purpose-led brands?

    Vermajee smiled, and that smile said that he had been thinking about the subject. He countered, why should it be different for the business.?

     

    Purpose And Business.

    Vermajee continued, and I started soaking in the Gyan.

    The business purpose is growth. Brand purpose is to create better services and products at a lower and lower cost. What they change for you is the individual company’s outlook. And the purpose of it is to create preference. To evolve with time and adapt to the changing needs, demands, desires, aspirations, and expectations- thus giving the experience that is better than expected. Simple, that is the business purpose.

    There is nothing much to it. Consultants, agencies and researchers are trying to find a purpose for their brand, company, product or service. It is a business purpose, their business purpose. People who don’t understand, explore and realise their life’s purpose are telling the company what its purpose should and could be.

     

    You Don’t Force A Purpose.

    You start with a purpose, and there is nothing wrong with it. There is even nothing wrong if the purpose gets tweaked with time as it reflects the flexibility and agility of the company. But you don’t create a purpose. However, you may discover a purpose. It is simple: you may have a purpose or don’t. And it is fine if you understand the overall macro purpose of business.

    I have told you the business purpose from a consumer point of view. There is another purpose, which is creating wealth for the stakeholders. Remember, most will replace stakeholders with shareholders, but that is a myopic view. Stakeholders are a broader ecosystem, including Government, business associates, the category, and the consumers. The wealth could be intrinsically monetary and could be emotional.

     

    Purpose-Led, Purpose Less, Without Purpose And Faking A Purpose.

    Well, it’s the best situation if you have a purpose that defines and directs your decision. And that you are always true to it. It is more demanding than discovering the purpose. But not having a unique purpose for your company, brand and service is not wrong. Purpose does not make a company better or superior unless the company understands the growth, wealth and preference creation purpose of business. Like in life, many of us may not have a defined purpose, but we don’t lead a purposeless life. They are two different things. Such people may be more healthy, emotionally wealthy, and happy.

    The problem is when one fakes the purpose. When one forces a purpose or tries to define everything around a purpose. Where purpose is a mask and not a reality. Or when a purpose is a tool for perception creation. There may not be much wrong, but a fake purpose does not last. All fake purposes are campaign able and time-bound. They are a drag on the company after some time. One gets constrained and controlled by them, and getting out of it becomes tougher and more challenging with time. Because such a purpose does not align with the purpose of business, I shared it with you.

    Many brand or company purposes sold by consultants and agencies, like gender neutrality, wokeism, inner beauty, equality, and saving the world, based and sustenance-led green purposes, are just a mask. They are bound to fail as they are fake and not aligned with the real business purpose of growth, constant improvement and being future-ready.

     

    Without Purpose A Safer Bet For Brand And Companies

    With a twinkle in his eyes and a self-satisfying smile playing on his lipsVermajee could read the dilemma I was facing. He clarified for my benefit.

    It is better to be without a purpose than to fake a purpose. Faking a purpose is adharma in business. Doing anything for your benefit, manufacturing a purpose, and doing anything not aligned with the business’s long-term purpose is adharma.

     

    Archetype Masking

    Vermajee continued. I am not saying that the company should not try to explore or discover the purpose. But before adopting it, they must adapt to it across their internal landscape. Understand how the same person wears different masks while interacting with various stakeholders and how that is confusing and detrimental to a uniquely defined image.

     

    Net-Net

    Vermajee looked at me and continued to sum up the discussion.

    You should understand it is like the archetype-based purpose discovery workshop you do. Or the multiple archetype masking discovery you do for the organisations to align everything towards the same objective, knowing fully well that the objective is a mid-milestone and sometimes masquerades as a purpose.

    Everyone is happy as they discover something collectively which seems to work. But, I will iterate and say it is better to be without a defined purpose than to fake or force a purpose. And defining the purpose is a responsibility of Senior management- How to do that, you understand.

     

  • Sanjeev Kotnala shares his annual list of desirables for the year 2023

    A wishlist for Advertising, Marketing, Media & More

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIt is that time of the year, the first week of the new year, when your resolve not to break a resolution will be tested. Most will fail unless they have no resolutions. I pick my unfulfilled wishlist from the last so many years and lovingly look at it. I have repeatedly failed to find ways to nudge people into helping me. I need the help, as the intent and wishes don’t count, and they mostly need collective initiative.

    My dear friend and mentor, Vermajee, is still recovering from the hectic new year celebrations. He is back from his vipassana experience and promises to share something in the coming weeks. The wait is going to be worth it.

     

    WISHLIST

    So here is the wishlist. It is advertising, marketing and more, and you are free to discard it or try acting and helping out on at least one front. Trust me, it will make a difference.

     

    NO FREE PITCHING

    Pitching for business is an integral part of agency life. It is costly and sucks on agencies’ time, efforts and resource deployment. Focussing on it defocusses the agency from existing businesses.

    The brands laugh all the way with new ideas and solid research. Many brands continue to work with the incumbent agency making a mockery of the process.

    I wish agencies start charging a fee for pitching. And the pitch must result in a change of agency.

     

    INVEST IN CREATIVE DEVELOPMENT

    I have worked with clients who understand the importance and significance of investing in the creative development process in terms of time, effort and funds. They don’t undernourish the creative process to further invest in media and reach.

    Simply put, a better creative needs fewer exposures, thus saving funds and time. It is a different question of why any brand should be willing to expose mediocre creatives that work against the brand in the long term.

     

    AGENCIES MUST PARTNER WITH THE CLIENT

    The days of agencies being genuine brand custodians and strategic partners are over. The business is tricky, and consultants, advisors and strategic firms have made inroads. The lowest fee syndrome is a reality, and margins are wafer-thin, resulting in exodus and the absence of new talent.

    It is tough to expect the agencies to stop second-guessing the client or delivering what the client wants.

    The respect is lost, and I wish there were ways to win it back.

    At least tell the client what you really think and recommend.

    If the client wants to waste their resources, your drain is as good as any other. However, you still need to decide if you are willing to be a party to this wasteful non-strategic investment from the brand.

    I am hopeful. I know a few agencies that are very clear about what they want to do.

     

    ASCI IS DISBANDED

    My biggest wish is that the industry has no need for ASCI. And for that to happen, the brand owners and agencies must unite to voluntarily self-regulate. However, I know that prominent brands and repeat offenders will continue to test ASCI guidelines and reactions. We will have new and fresher guidelines before we have foolproof ways to implement the earlier guidelines.

     

    DIGITAL SPACE LEADS WITH RESPONSIBILITY

    Hopefully, digital and social media will act responsibly. They will do moment marketing with due permission and checks. They will keep the social, cultural, regional and religious sentiments in check. The disclaimer for paid (in cash or kind) associations will be prominently displayed. The warnings and statutory requirements are adhered to and not just executed for the legal framework.

     

    TRADITIONAL MEDIA FINDS A NEW LEASE OF LIFE

    Traditional media – print, radio, outdoor and television have much more to offer. Someone must work to ensure effectiveness and not just adapt the digital initiatives. Brands can benefit if the agency, client and traditional media work with rationalised rates.

    However, I believe the steady skew towards digital media will continue without many knowing how best to exploit it. Just like the investment in traditional media will decrease, with no one really trying to develop the right creative to enhance efficiency and effectiveness.

     

    CELEBRITY ENDORSEMENT IS NOT THE IDEA

    Celebrity endorsement seems to be the easy way out for the brands. And for some, the only way out. For many regional brands, it means credibility and a demonstration of success. Unfortunately, the audience consumes it accordingly, and brands keep using celebrities as the idea.

    I have nothing against the rightful use of celebrities or using celebrities as a character. But can we look beyond celebrities or at least use them in the right context and way.

     

    SOCIAL MEDIA FOR APPRECIATION AND HARMONY

    Social media is full of hate and fake stories. One does not know what to believe or disbelieve. Digital algorithmics keeps serving things one loves to read and react to, thus continuously narrowing thinking. Help make social media a good place to be. Appreciate and share things of community harmony and goodness whenever possible and don’t just react and forward things that you have reason to doubt.

     

    ONE NATION, ONE LAW

    The most challenging thing to expect. The nation really needs it. Every citizen must be governed, controlled and motivated by the same rules and regulations. Then true secularism will emerge; otherwise, we will continue to see growing communal distrust and hatred.

     

    RETURN OF PRIVACY. 

    We have sold our souls. We have given all the permissions, and the digital media is busy listening and watching us. The concept of privacy is dead. We are addicted to what we get by selling our information, reactions, location, dreams and desires.

    As individuals, we cannot do anything, and we cannot get out of the system.

    The government and consumer activist groups need to come in. We need stronger privacy laws.

     

    STOP WASTEFUL GOVERNMENT ADVERTISING

    There is no justification for the multiple full-page advertisements and the poorly produced AV by state governments in print and TV. There may be logic for intra-state advertisements, but hardly any for ads in other states. Even in the state, achievements, plans and projects are covered in the same media. There is no need for money-guzzling advertisements.

     

    PET-FRIENDLY SOCIETY

    I know how badly we behave and treat pets and animals. Yes, some people are afraid of them, and there are issues. But, instead of using them as an excuse, we must address them. We are responsible for them all, be it the dog, cat, cattle or any animal.

    If you have experienced a pet, you can appreciate changes in the family. How loving and caring becomes a natural behaviour. How pets help closely knit the family.

    Go experience it, and your thinking will change. Think again before raising issues and discussing how we treat pets and animals.

     

    KNOW YOUR CULTURE, RELIGION, RITUALS AND PRACTICES.

    If the generation next does not know about religion, region, language, culture, rituals and practices. In that case, we are responsible for it. I wish every religion would educate the next generation.

    I have been running #IgnorantHindu blogs to share knowledge and information on Hindu festivals, mythology, rituals and practices. Every practice does not need scientific explanations or logic, and you don’t have to be defensive about your religion. But you must allow everyone to follow their religion without discomforting anyone and following the land of the law.

     

    NET-NET

    I have too many wishes and know most of them will go unanswered. Nothing would change, even if all of the above were answered. However, I will make efforts from my side. At least open the discussion and perhaps influence and nudge someone towards my idealistic society. It will make a minor difference, but a difference.

     

  • … and brands and services must understand the needs to address them differently, writes Sanjeev Kotnala

    Trends impacting Consumer Life in Tier II & III India

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe changes in the market and ecosystem are led primarily by brands and companies providing new or better products or services to the changing consumer needs, desires and wants. Or when the brands try to satisfy an unsaid, unfelt need that they believe exists. External factors like a pandemic, economic situation, inflation etc., dully impress and affect these changes as they affect the consumer reaction and expectations. We typically see such changes from the company/ brands/ category and technology point of view. However, there is another way to see it. Here are some of the ways consumers in Tier II and II see life changing.

     

    The Case of Shrinking Packs

    The quantity of products in packs has been shrinking to keep the per-unit cost under control. It has shrunk to a level where the consumer experience is affected. For example, you need three packs of new Maggi to serve two. Soon brands will have no margin to shrink the pack further. The consumer, on the other side, wants single serve/use packs to be more than sufficient for a single serve or use.

     

    Comfortable with E-commerce

    The average consumer may still not be comfortable ordering shoes online; there is high overall comfort with e-commerce. Ease and speed of delivery and the option to exchange or return have enhanced consumer confidence in e-commerce. The range of products bought through e-commerce is ever-expanding. However, the neighbourhood kirana or medicine shop is still the answer for day-to-day needs and purchases.

     

    UPI-simplified E-payments

    Consumers have taken to e-payments with UPI and wallets like fish to water, surprising many naysayers. It has opened the way for e-currency, transparency and ease in transactions and has impacted the use and abuse of credit cards.

     

    Consumers are more Phishing and Fraud Aware

    The collective efforts of banks and regulators have worked. Typical Tier-II and III consumers are better aware of scams and phishing. The number and incidence may seem to be on the rise as more consumers are confident and comfortable reporting their folly and stupidity while successfully retrieving scammed money. However, fraudsters are keeping ahead with new versions and innovative scamming.

     

    Comfort with Changes

    The consumer is open to new ways of living. They are comfortable working from home, online education, and even buying insurance. They are open to a broader set of career choices. There is reduced pressure on ‘what neighbours and relatives will say’. There is a far greater sense of confidence and individuality in decision-making.

     

    Life Uncertainties are Better Accepted.

    Consumers accept the uncertainty of life. Their comfort levels have shaken with the earlier benchmark. The financial implications of lack of job security, deaths, and medical costs have shaken their comfort levels. They are extra cautious and willing to invest more for future emergencies.

     

    They are No Longer Buying.

    Consumer understands the range of choices before them. They understand the sale trap and the no-cost EMI effect. They understand brands are chasing limited demand. They are no longer buying things but selling their money, time and engagement.

    Democratic digital information access has transformed their attitude. They are no longer willing to live with below-average service and product quality, and they are cautious and sure about How much they will pay for a service. Also, the costlier equals quality equation is no longer considered sacrosanct.

     

    Women have Focus and Rights!

    There is still a long way to go. However, women in families and daughters, in particular, have it a lot better now. Families collectively look for and encourage their education, life, dreams and aspirations. The need for financial independence for a better future is fully understood and endorsed. Domestic violence is no longer taken for granted. Divorce is still a bad word but losing is slowly losing the stigma attached to it.

     

    Food Ordering is on the Rise.

    Eating out may not be that prevalent, but ordering in is becoming a regular practice. Families, where the kitchen is closed at least one day of the week ( and mostly fixed day) are on the rise. The consumer continues to complain about packaging and delivery charges but willingly orders more than what is needed.

     

    Search has the answer to everything

    The consumer is searching on the internet for everything possible. Be it medical conditions, electronics, insurance, investments, doctors, vacation, education and more. There is additional pressure on brands and companies to find a differential – a reason for preference in the era of pre-searched information. Additionally, consumers have their algorithm for what and when to believe the reviews that are an integral part of the search process.

     

    Facebook is Dead

    Engagement across social media platforms is rapidly changing. The ever-flirty consumer is comfortable shifting loyalties to a new platform that works for them. Metaverse is a good possibility, and the brands are trying to explore and capitalise on it- however, the traction may take a bit longer to build up in Tier II and III.

     

    Data Privacy

    The consumer continues to sign permission for the apps blindly. They hope the regulatory system and active users’ collective scrutiny will ensure everything is correct. However, they are rightly cagey about their financial and banking data. Frequent data breaches are making the lack of data privacy more acceptable. The consumer reacts to data breach just like they react to wearing a helmet, with a denial, ‘It will not happen to me’ attitude. The data protection rules and norms are not sufficient but are evolving with time.

     

    Short Format is King

    The shorter attention span issue is a reality. Communication is becoming shorter and shorter across videos, reels, blogs and articles, stories, and films are on the rise. The consumer is interested in consuming a wider variety of content than devoting time to one content. Having said that, if the content is right, differentiated, suitable, relevant and exciting, the consumer will give it the time and required engagement.

     

    Celebrities and Influencers Still Work!

    Consumers have started reading between the lines and questioning celebrity endorsement and influencers. Though the section of the gullible consumer is decreasing, a large section still gets taken by the use of celebrities in advertisements. So, at least in the near future, the practice of celebrities and influencers will continue, leading to lesser impact and return. We will see a rise in Micro-influencer influence. Don’t be surprised if regionalisation and religionism start influencing the choice of influencers.

     

    Traditional Media is Not Yet Dead

    Yes, digital interaction for the average consumer is on the rise. Fast-forwarding and skipping advertisements is a habit. And most users engage in other activities during pre-rolls or unskippable promotions. Business communication over Print- Radio, and Television is still influential in tier-II and III towns. It may work better if the brand or the company is willing to make extra efforts to work with the media. In tier-II and II towns, ignore traditional media at your own risk.

     

    Overload of Affordable Entertainment

    With the availability of the internet at very affordable prices coupled with low cost of channels and OTT platforms and free content across platforms, the Indian consumer is spoiled for choices. Movies need to look at the cost of experience and content to continue attracting viewers,

     

    Boycott is losing its Sting

    The average consumer is not much affected by the call for boycotting brands, products, and services, including movies. Even the people on social media who have overused this tool of protest themselves reach out to experience things to see and evaluate if the call for boycotting was valid. Life still has far more important priorities than following the boycott.

     

    Religionalism and Regionalism is on the Rise

    It is an old problem that never dies. The polarity is far starker and divided. No longer are consumers warry about showing and defending their religion and region. Everyone is insecure and believes it is their duty and responsibility to protect their beliefs and not tolerate a different POV.

     

    Net-Net

    The average consumer in Tier-II and III towns is far more aware and inquisitive than what is credited to them. The brands and services must understand the needs to address them differently. One can today experience the statement – ‘Change is the only constant’, which places more pressure and the need for the business to be agile, insightful and proactive.

     

  • In the current changing economic and employment scenario, the long Covid scare and the spate of layoffs, we are bound to see more cases of mid-life crisis in Marketing, Advertising and technology, writes Sanjeev Kotnala

    Sanjeev Kotnala: Knowing & Acknowledging A Mid-Term Crisis

    By Sanjeev Kotnala

     

    Sanjeev KotnalaA Mid-Life Crisis is not new. However, it is now better understood and more easily identified than in the past. In the current changing economic and employment scenario, the long Covid scare and the spate of layoffs, we are bound to see more cases of mid-life crisis in Marketing, Advertising and technology. Unfortunately, like in the case of mental illness and disorder, we don’t seem to acknowledge and address mid-life crises.

     

    MID-LIFE CRISIS

    The moment someone says mid-life crisis, an image of a person some 40-60 years of age crops up in mind. Issues with self-confidence and transitional identity are part of the assumed problem. Job, career, or family issues dominates the perception.

    It is a gender and age-neutral phenomenon, where people fight aimlessness in life, nostalgia, and references to the past. Some regret their past actions and feel pressured to take impulsive decisions. Mid-life crisis is alarmingly rising amid emotional turbulence fuelled by dissatisfaction, ambiguity, and a deep desire for change.

    People tell the person going through a mid-life crisis that it will get better with time. It is just a question of them making some effort. However, it may not be the case.

    One should listen to them and not give unsolicited advice based on one’s experiences because no two people face the same issue; their framework is different. Their expectations and experience have taught them to expect different things from life.

    Most people fighting mid-life crises have some idea of the reason behind it. A therapist or a counsellor can better unearth the feelings and emotions leading to the situation. Medical intervention is thus highly recommended. This note is just for understanding the signs so that early action is possible.

     

    A DIFFERENT TAKE ON MID-LIFE CRISIS

    Mid-life crisis gets its name as it was earlier understood to be a problem of mid-aged people. It is when one realises (need not accept) mortality and the advancing age’s constraints on the person. The efforts to stay youthful increases with age and then comes the realisation that one can only delay, not stop, the process. Body structural changes, including decreasing attractiveness and sexual desire and kids growing up, are some of the changes that one may not want to acknowledge.

    Living a hard life with unfulfilled desires, ambitions and life projects puts a person under undue pressure of ageing. At the same time, realised milestones in life can create a vacuum and a question of what now. Such unanswered questions can also lead to a Mid-life crisis.

    Mid-life crisis deals with identity, vagueness or feeling of purposelessness or a lack of control and diminishing self-respect. It can occur at any phase of life and has a different meaning and trigger point for everyone.

    A change in responsibilities, roles, and liabilities in professional, personal, or social life typically triggers a mid-life crisis. These sudden change in status is enough to trigger behavioural changes unless one is ready for it.

    There is a Mid-life crisis when one gains adulthood and the expectation of people changes. The same is true at other phases of life when one enters college, professional studies, starts working, gets married or into a serious relationship, becomes a parent and so on. Every stage of life that brings new demands is a potential mid-life crisis. However, most of us are somewhat prepared to tackle them collectively. Hence, the Mid-life crisis is averted. However, for a few, these changes trigger a mid-life crisis when they cannot manage the new environment and expectations.

     

    OTHER TRIGGERS OF MID-LIFE CRISIS

    There are emotional issues that can trigger a Mid-life crisis. Some of them are like an expected and potential decline in happiness in life, a sudden aimlessness in life, and questions surrounding purpose in life, raising self-doubts on capabilities and potential. Fear of failure in the new environment, frustration with the changes in roles and responsibilities in personal and professional life, and a plateau-hitting relationship. Stagnancy in career, lack of ambition or underachieved ambitions, peer pressure, over concern about other reactions and perceptions. Loss of dear ones at times can also trigger a mid-life crisis.

    These can lead to symptoms like changes in energy levels, irritation, lack of motivation, pursuing ambition, mood changes, mood swings, and even fluctuating sexual desires. It can even lead to a state of indecisiveness as well as financial irrationality of over or under-spending. Some demonstrate sudden deep diving into religious and spiritual activities or withdrawal. The symptoms vary from person to person.

    Typically, a trigger leads to a mid-life crisis which, if rightly identified, can lead to a possible resolution. However, an unidentified and unresolved mid-life crisis can very well have the potential to develop into a depression. Don’t take any of the symptoms lightly, more so if they persist for more than two weeks.

     

    NAVIGATING MID-LIFE CRISIS

    Mid-life crisis is not a recognised medical problem; however, a trained medical counsellor can help. So, what I share is suggestive and not a replacement for medical advice and intervention. However, these can help mitigate or overcome a mild mid-life crisis.

    Mid-life is not a crisis; it needs an acceptance of changes and to come to terms with the dynamic ecosystem of one’s life.

    First and foremost, accept a crisis and recognise that you are not the only one facing it. Pushing such things under the carpet is not going to help. Moreover, one must not see oneself as a cause or being punished for some past actions. Don’t pity yourself or start asking god-‘Why me?’

    Finally, be willing to make efforts to face the situation. This is the first realisation and acceptance that is desired.

     

    SELF DISCOVERY

    One can take the help of inward-looking open-ended questions; they can help one understand oneself better. What makes one feel most satisfied? Who are the people one enjoys spending time? What are the unfulfilled desires and ambitions? What are the milestones I look forward to? Maybe these can help one realise the things triggering the mid-life crisis. Maybe such questions will help one find answers to probable actions.

    It helps if one is positive towards life and looks forward to new opportunities. If one realises and starts doing things that make one happy, including reorientating and realigning the people in the ecosystem. This can involve re-evaluating short and long-term personal relationships. One may need to end a toxic relationship that pressures the emotional front.

     

    NET-NET

    There are no fool-proof suggestions. However, accepting the changes happening in one’s ecosystem is an excellent start to tackling the situation. Furthermore, seeking a close confidant’s point-of-view on the situation too helps.

    Another way is to make oneself futureproof in personal and professional life by proactively planning for future changes. Like a person learning new skills to remain employed when the current position is threatened. Like a father who takes parenting sessions before the child’s birth to better cope with the changes that are bound to happen.

     

  • … but it is the new year, and the tradition and rituals demand you make a resolution, writes Sanjeev Kotnala

    How about not making a Resolution this New Year?

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThe new year is around the corner. Every media will soon start covering the year gone by. You will again read top headlines across different genres: Politics, Celebrities, Bollywood, Sports, Natural Disasters, Scams, etc. While this outward view is a good exercise for general knowledge, there is another perspective that most of you will indulge in. The inward looks will help you evaluate how the year has been for you.

     

    What was that you wanted to achieve? What have you achieved? Where did you not succeed? What have been the learnings? And that you will get when you try analysing the reasons for the success and the failure. This is the simple PaRAM ( pause, reflect, absorb and move-on) mode of working, which should be practised throughout the year. But it’s okay; at least you do that.

     

    The outcome of this exercise is the new set of New Year resolutions you will make. Knowing that, like every other year, most of them will not survive more than two weeks into the new year. But it is the new year, and the tradition and rituals demand you make a resolution.

     

    MAKE A RESOLUTION, NOT TO MAKE A RESOLUTION THIS YEAR.

    I know the above is a silly statement, but it is to catch your attention. Read on.

    The moment you make a resolution based on your past experience with yourself, you give yourself a chance to break the resolution without any guilt. As everyone breaks a resolution, what’s the big deal? So, this year I want you to make a small change. Maybe it works. Don’t make resolutions; decide with clear timelines and milestones. Rewards and penalties in case you fail to live up to your decisions. Because every day and specially maybe the new year is an opportunity for you to reflect and decide how the story of your life will now unfold, what the new chapters will be, past is anyway unchangeable. And you only decide what you become.

     

    DECIDE- PLAN MILESTONES.

    So first, stops using words like ‘TRY’ and ‘ATTEMPT’. These give you a small width to cheat to fail. Because you said you would try, two possibilities immodestly become possible. Resolutions are maybe, and if, decisions are final. And make them SMART decisions; Simple, Measurable, Achievable, Realistic and Time-bound.

    For example, I will read 26 non-fiction books this year. Then break it down into quarters. So, you say, by the first quarter, I will read eight books, by Quarter 2: 16 books, by Quarter 3: 20 books (as Quarter 3 will be sales work – pressure and many festivals) and by Quarter 4- 26 books. I can tell you it works as at peak I was reading more than 70 books a year and uncaging them.

    Another example could be, I will finish writing the book by September 15. Now finishing and writing are still vague. You could say I will finish my final self-edited draft of the manuscript by September 15. Better still, by September 15, I will hand over my final manuscript to a professional editor. This too works- as have been able to get five books published by now.

     

    It could be as simple as, this year, I will

    (1) not miss the birthdays of my family members.

    (2) Take off on my spouse’s and my birthdays and anniversary.

    (3) Attend all PTA

    (4) Take the family on at least two one-week holidays.

     

    MAKE YOUR DECISIONS PUBLIC.

    Then take the biggest plunge: make the decisions public to the people who matter to you in life. The stakeholders of your lively ecosystem. Find a confidant who will help monitor your progress on the decisions taken. Make it relevant for the confidant to monitor. The confidant must also gain or lose something if there is success or failure.

     

    NET-NET: EXECUTION IS THE KEY.

    No one has been appreciated for the intent; it is always the visible results that matter. This is true for professional and personal life. And most of my readers would know this truth; in fact, they would have most likely read many books like ‘Execution: The Discipline of Getting Things Done’ by Charles Burck, Larry Bossidy, suggesting the power of execution but have failed to take it into practice.

    This is the time to flip, change yourself from a resolution –  intent – thought – plan person to the decisive action-oriented person- full of demonstrated intent. Maybe this is the slight nudge you need in your life, or this is the atomic habit change that may change your life perspective.

    At worst, nothing will happen. Despite the plan, rewards, penalties and the confidant, your decisions will go the resolution way. So what? It is only a case of status quo, with no change. Then you can always read this next year and be better prepared for the decision-making and implementation.

     

  • … and seeing persons with disability as an integral part of life and society, writes Sanjeev Kotnala

    Dealing with Disability: It’s a question of mindset…

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaSeeing the videos of a differently challenged or differently-abled people or person with a disability (no longer called disabled) performing tasks forces one to question the term disability and look at the possibilities. It not only puts one in awe of the potential and demonstrated capabilities but also makes one wonder how much one has been able to achieve in life. At times, it makes one wonder who is the one who is differently challenged.

    Seeing the videos of persons with disability (no longer called disabled) performing tasks forces one to question the term disability and look at the possibilities. It not only puts one in awe of the potential and demonstrated capabilities but also makes one wonder how much one has been able to achieve in life. At times, it makes one wonder who is the one who is disabled.

     

    YOUR JUDGEMENT MY DISABILITY 

    So, it strikes a chord when one sees the Future Generali campaign #DisabledByYourJudgement sensitising people to the disabled community. There is no reason for one not to appreciate the skills and talents of persons with disabilities and realise how we tend to discourage them with our judgements and reactions.

    The film questions seeing every simple task, achievement, or action by persons with disabilities as magical and inspirational. Why can’t others see them as regular with the usual demands of life, emotions, relationships and things to do? Watch and then decide if it is not time to free disabled people from such perception.

     

     

    HIRING A PERSON WITH A DISABILITY

    My first direct interaction with a disabled person in the service industry happened at Lemon Tree Noida. He was a deaf-mute person from the housekeeping department. It took a moment for me to realise first the difficulty and then the ease with which he functioned. And then there was no difference. Still, a few corporates take that extra step in employing persons with disabilities. They hesitate and see it as charity or social obligation, which is wrong. The truth is that someone has to take the first step, and others can follow. This Hiring Chain film makes the point simple. May the tribe of corporates and businesses hiring disabled grow.

     

     

    It is a question of mindset. A question of opening your mind and seeing persons with disability as an integral part of life and society. With the enhanced new technology, some of the challenges are being addressed. Brands are working towards more inclusiveness. Here is a film: Accessibility by Apple. The film shows how technology embedded in a simple standard device like the mobile phone can help persons with disability by enhancing accessibility.

    Apple claims it takes on accessibility as a Human right. Hence, features like Door Detection, Sound Recognition, Voice Control, and more are designed to let the devices work in ways that work best for disabled people. 

    Apple accessibility is all about multiple solutions that help users with limited physical or motor abilities use your apps. Voice Control and Switch Control use the accessibility hierarchy to interact with elements within the app. The brand adds, Make Apple yours, make it big, make it clear, make it speak, make it listen, listen and make it simple. Here is more about Apple Accessibility and accessibility support, extending to even app development. Here are some of the innovative accessibility features.

     

    NET-NET.

    Disabled people are special, just like we are. Everyone needs one or the other in life to feel supported, respected, valued, and capable of better things. Needing support only makes us human beings. And that’s true, differently abled or people with disability.

    We have branded these people earlier as handicapped and then as differently challenged, differently-abled, Divyang and Persons with disability. Every time making a minor adjustment based on the new term and implied empathy. The time has come when we are inclusive in the best possible way and no longer see them differently. However, they are willing to accept the cards life has dealt them and eager to work around it to the best of their abilities.

    We can at least normalise our behaviour and reaction when we meet a person with a disability, interact with and see doing things we assume will be tough.

    So, it will be nice and polite if one asks before offering help. It is wrong to assume that disabled people always require assistance leading their lives, and the first step is treating them as equals. It will be good to see the Corporates and the Government working on accessibility across Information & Communications, Employment, Transportation Standards, Public Spaces Design and Services.

     

    MFPA

    I regularly contribute to MFPA– Mouth and foot painting artists and get beautifully painted cards and envelopes. MFPA works with over 800 artists across more than 78 countries with the simple motto “Self-help, not Charity’. And I have found that most people with disability demonstrate- reflect this attitude in life. Do visit their https://imfpa.org/paywebsite and if interested buy some product.

     

    ADD-ON

    Maybe you would do good and watch this video. You Are More Disabled Than Me by Nick Vujicic and another one for Amrita institute for the differently abled.

     

     

    An earlier version of this article had a few usages which are not considered kosher when one writes or talks about persons with disabilities. Like differently abled and differently challenged. We’ve made the corrections. As a publication which has been highlighting the need for using the right descriptors, our apologies.  – Ed

  • Sanjeev Kotnala is very impressive with the work by ZAK, short for the Toronto, Canada-based Zulu Alpha Kilo

    On my Bucket List: Wish to work with Zulu Alpha Kilo

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIf there is one creative agency I want to work with and spend some time with, it would be ZAK- Zulu Alpha Kilo. I have been hugely impressed by their culture, work and approach. No, I don’t know anyone in Zulu Alpha kilo, and I don’t think there will be an opportunity for me, but there is no harm in adding to your wish list- bucket list. Anyway, you don’t get to tick off everything on your bucket list like – my travel bucket list is still looking for sponsors.

    I share some old dated self-focussed work by Zulu Alpha kilo- and not their work for clients. Things make me want to be in Canada and work with them. At least hear them talk and work. Maybe we could get them at Goa Fest next year!

    To see some of Zulu Alpha kilo work, click here.

    And as the site says, REAL WORK- featured work– click here. The agency says to have created a Parody website that pointed out the sameness in agency websites. Featured on the site are fictional co-founders Frank Zulu – ‘chief executive, executive officer’; Marcus Alpha – ‘ultra-chief creative director officer’; and Katherine Kilo – ‘VP strategic strategy officer in charge of everything. Services at the ‘World’s fullest full-service agency’ include ‘cattle branding’, ‘calculus tutoring’, and ‘unofficial Cannes Lion trophy manufacturing’. How cool it is.

     

    The Wall at Zulu Alpha Kilo.

    I remember doing such an exercise at the Mudra management training programme sometime in 1987 in Ahmedabad. The programme had Naganand Kumar asking us to write about what the earthen horse in the training room would say, silently watching the sessions if it was to come to life. That was to transpose your perspective and speak from a different space. It is an excellent exercise to do.

    So: What if the agency could talk? What would it say? ‘The Wall’ is a short video created by Zulu Alpha Kilo when it was honoured to be nominated for both ‘Agency of the Year’ and ‘Digital Agency of the Year’, and were asked to create a video to represent the agency. Here is the response of Zulu Alpha Kilo some 9-10 years back. The Wall at Zulu Alpha kilo is for mature audiences only.

     

    Mery Jingles From The Bottom Of Out Bottoms

    Watch this –  Zulu Alpha Kilo clip Mery Jingles featuring Spanish percussionist Jorge Perez performing the song with vocals by Alana Sinkey. And when as per reports, some complained the clip being misogynistic, the company denied it and said, “As ‘equal bum opportunists,’ both male and female bums were used,” and added that they have also made a generous donation to Colon Cancer Canada.”

     

    Scared Straight: Out Of Advertising 

    Scared Straight: Out of Advertising comes with a warning of EXPLICIT CONTENT and a rider that reads, ‘The following contains subject matter that may be disturbing to those hoping to enter the ad industry.

    It is humour laced and should terrify any new joiner to think again about their career in advertising. Here senior creative resources give the potential recruits reasons why choosing advertising, more so, Zulu Alpha Kilo, would be a wrong choice.

    Come to think of it, this video was the shirt-self-promotion video produced by Zulu Alpha Kilo when shortlisted for Strategy Magazine’s Canadian Agency of the Year Competition.

     

     

    Zulu ALPHA KILO Blank Canvas

    Simple project. Zulu opened its doors in 2008, and a blank white canvas was displayed in the office lobby. The agency encouraged employees and visitors to express their inner artist and colour canvas. A stop-motion camera captured every stroke creating a mini-documentary.

     

    Saying NO to Spec Work – Zulu Alpha Kilo

    Okay, it sounds unreal, but Zulu Alpha Kilo, a leading Canadian independent ad agency, does not do spec creative. In India, I know of few who hold a no-spec approach as an agency or consultant. But it is still rare to see some agency holding on to this for too long.

    Zulu believes in being a platform for change in the marketing and advertising industry. They not only say ‘no’ to spec work but are also known to pay candidates for their job interview time. Watch this talk where Mike Sutton – of Zulu Alpha Kilo talks about Say No to specs.

     

     

    Here watch the famous World’s Worst RFP.

     

     

    Zulu Alpha kilo’s recent take on AWARDS- the case of left-handed Mango Chutney. Yes, there are polarised views on this communication too- but it does make a point.

     

     

    And here is ZAK’s pitch for the Campaign of Clinton and Trump. Watch to know how not to take yourself seriously and make a point.

     

     

    ADDON

    While we are at the ‘Say No to pitches’ and ‘awards’ here is a video on appeal to the Cannes jury and spoof on social cause-based advertising. Does it ring a bell?

     

     

    While at it, you can watch one about the Award Case Video.

     

     

    I remember many other videos made for Abby in the nineties, but I have no access to them. Out of them, there were two I would love to see again. One was Durga Khote Production by Mudra- ‘Advertising Works it Works’ and the second was a tale on Sholay- ‘Pitch mai Kitni Agencies’- that ends with – ‘This year forget the Abby awards. However, here is a clip taking a shot at the ACCOUNT PLANNERS  show. I like it.

     

     

    NET-NET

    I may not get a chance to interact at Zulu Alpha Kilo, but if you people at Zulu Alpha Kilo get to read this- you know how much I respect your approach. Maybe you will think it over.

    The debate about whether advertising agencies should do speculative Pitches or not is not a new one. Someone has to bite the bullet. At least Charge for the time and effort that goes into it. At least ensure that the client does not go back to the same agency that was the reason for the pitch.

    Similarly, the Scam ads- Patli Gully ads- surrogate communication for awards ( not surrogate advertising) and Plagiarism  is a reality that needs close monitoring. Recently, we have seen some 2-3 works that have screamed ‘For Awards’ and will most likely win many awards. But who will bell the cat? Till then, keep debating.