One upon a time, “the Nation wanted to know”!

The year was 2007. When in my erstwhile company we decided to go for a brand campaign on TV for the 1st time, being in the business of business and enterprise products, we had English News and Business channels in mind. Our original idea was to spend much of the budget on NDTV 24*7, then an established leader in the category and some money on CNN-IBN, a challenger. Our creative agency and its media buying arm strongly suggested to add to the media mix Times Now, an upstart which had gone on air a year ago in 2006. I was hesitant and my 1st question was “Who watched Times Now?” I was told that Times Now with its firebrand anchor and All in All Arnab Goswami had the fastest growing viewership. Over and above that were willing to give an excellent deal. I gave in and we decided to put some money on Times Now as well for the campaign. Till then I never used to watch Times Now and was basically an avid NDTV and at times CNN-IBN watcher. To catch up with the campaign on Times Now during prime time, I started watching Times Now on and off in end 2007, mainly due to work compulsion!

For most Indians though, their tryst with Arnab started probably a year later in November 2008 when the dastardly terrorist attack on Mumbai happened. With rival channels beaming the entire counter operation live much to the exasperation of those carrying out the operation, it was Indian News Channels’ worst face palm moment in history. Being head quartered in Mumbai unlike other English channels which beamed from NCR, Times Now could deploy the maximum resources during the 3 day non-stop coverage of the attacks on Mumbai and garner the most eye balls of eager citizens wanting to know what was going on. For Arnab and Times Now, the 26/11 Mumbai attacks did what the 1991 Gulf war did for CNN!

I reckon that during this period, Times Now  became a serious player on prime time and in fact started boasting of TRPs ahead of NDTV 24*7 and CNN-IBN. There was no looking back since. The heady days of UPA-II offered much opportunity for Arnab to take the Government to the cleaners with scam after scam. The CWG scam, the 2G scam, the mining scam and the “Anna movement” all came in handy for Arnab. From here on, it is my belief that he ceased to be a News anchor or a journalist and started morphing into being the very righteous and highly moralistic “vigilante” leader! And the Nation lapped him up!

At 9.00 pm every night, Arnab was no more reading news. He was not even anchoring a news show. He was actually giving his “Address to the Nation” to gullible Indians for few minutes followed by debates where participants were literally “pigeon holed” and harangued. Those not on his side were interrupted, insulted and were handed over sermons. He became the advocate, prosecutor and the judge every night.  But in all this, he was doing well for himself. Arnab became a brand. In fact, became larger than the channel itself. Times Now became an undisputed leader in its category. For the middle class English news watching public, he was a hero who could question and tear apart a politician on live TV without fear. They kept goading him with more TRPs and he became unstoppable. So much so, in 2014 during the election season, when Rahul Gandhi wanted to give an interview and the Congress party decided to go with NDTV and Barkha Dutt, Arnab challenged them with facts and figures and ensured that the only interview Rahul gave was “Frankly speaking with Arnab”. And we all know how much that interview contributed to the Rahul folklore on social media! In the same token, in the run up to the election, the only English Channel to which Narendra Modi gave an interview was Times Now for Arnab!

While being on top of the game and world, Arnab decided to leave Times Now and he started his own channel named Republic TV which went on air in May 2017.  Here again, he has continued his vigilante model – only that his vigilantism is being applied only against the opposition party! Republic TV continues to rake up scams supposedly pertaining to the UPA era and at times even of the Rajiv Gandhi era! The Bofors story keeps popping up, not surprising as the original Bofors story architect, Chitra Subramaniam is associated with the channel. With the channel being funded mainly by Rajeev Chandrasekhar who is now been given a Rajya Sabha ticket by the ruling BJP, Republic TV’s loyalty is no more a secret. It never was. But now even that translucent mask is off!

Arnab is today a metaphor for the aggressive, noisy, angry, rooting for nationalism type of journalism. And the success of Arnab has led to a spawning of Arnab Goswami wannabes in channel after channel! From Rahul Shivshankar to Navika Kumar to Bhupendra Chaubey to Rahul Kanwal to Gaurav Sawant to Anand Narasimhan we have a parade of angry men and women masquerading as news anchors in every channel!  And night after night one can see them howling at guests who for whatever reason choose to appear on their shows!

Similarly the success of Times Now and now the apparent popularity of Republic TV within a short span has led to every channel following the shouting match formula on prime time! Among channels, with the exception of NDTV 24*7 which has chosen to stay away from debates on prime time, there is hardly any product differentiation! In fact, Times Now seems very much a clone of RepublicTV in almost all aspects – the stories of the day, the editorial line they take, the boxed debates, the profile of guests, the doorstepping of reporters, the Arnab like anchors in Rahul Shivshankar (an Arnab protégé) and Navika Kumar and even in the harebrained hashtags they come up with every evening! No wonder Arun Shourie, known for his penchant for one liners, came up with the sobriquet of “North Korean channels” for both!

9 pm prime time news has been my every night fixation for years. Not anymore. I have stopped watching Republic TV.  Rarely do I watch Times Now. And more importantly, I just give a fleeting glance for not more than 5 minutes of even the other channels.  Results from unscientific polls conducted with my folks over WhatsApp reveal similar trends. That of die hard news consumers shunning Arnab and his ilk in particular and English news channels in general.  Now this trend is not reflecting on the viewership data at least for now. But then, methodology adopted for opinion polls and collecting viewership data in India are as unscientific as they can get and hence I treat them with the same contempt.

News today is more noise. And hence it is nothing but entertainment.  Soon news channels will fight for being classified under General Entertainment category. If a finger has to be pointed on one person for this degeneration of the News TV genre in India, it should be on Arnab Goswami. There was a time when the entire “Nation wanted to know” from Arnab. Every night. Not anymore.

Postscript:  Malayalis tend to pronounce “News Anchor” as “News Anger”! Time for the nation to follow Mallus on this one!!!

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For Congress, time to have a Punjab Model!!!

For the Grand Old Party of India – the Congress, yesterday the 16th of Dec, 2017 was a historic day. Or that’s what the Congress and the media made us to believe. A day in which their long waiting scion, Rahul Gandhi was finally crowned as the President of the party a post held by his mother, father, grandmother, great grandfather and great great grandfather in the past. While it was a very natural event which needed to happen one day or the other, Rahul takes charge at a time when an arduous task lies ahead.  That of pulling the party from the woods which it has got into since 2014. But for Punjab recently, electoral successes for the party have been far and few between. But, all hopes are not lost. The ruling behemoth called the BJP may be clinically executing its mission of a “Congress Mukt Bharat” and coming close to achieving it as well. But that doesn’t mean that in a country like India, Congress is out for ever. As the “once party with a difference” – BJP grows, it cannot escape afflicting itself with the trappings of power and the downsides that come along with it. As the principal opposition party with a national footprint, the Congress can certainly hope for its time to come.  And Rahul Gandhi being the current heir of the “Gandhi turned Nehru parivar”, can also hope to become the Prime Minister of India, one day. I am not saying that this could happen in 2019 or even in 2024. But for a 47 year old, Rahul can certainly count on his chances sometime in the future.

Having said that, just counting on his chances or luck will not be enough to resurrect the party and become the PM of India. Not in these times. Certainly not with a competitor who is developing a sense of invincibility by the election. Tomorrow is the counting day for state elections of Himachal Pradesh and Gujarat and by this time, it will be clear if Rahul’s stars are in the upswing or they continue to betray him. The exit polls have not been kind. Anyway, irrespective of the final results, Rahul Gandhi needs to have a game plan for the next 20 years for his party. First, to become a formidable opposition to BJP and then to become a credible party of governance.  At a time when Rahul takes up the new mantle, this piece aims to provide some unsolicited advice in this direction to the Grand Old Party. That also means that this has nothing to do with what is going to happen with the Gujarat results. The advice is irrespective.

Now that the Congress has a clear face by way of Rahul Gandhi, it needs its own “Model”. While it can continue to attack NarendraModi and the BJP for all their fallacies, the question in the mind of the “unattached” voter is, what does Congress stand for today?  It’s my view that in general, core voters are loyal to their own parties, come what may. It’s the non-core voters who determine the swing and accordingly the winner. Today, the non-core voters are usually the urban middle class, women in general and the youth who have got into the voting net in the last few years. I have found that these groups are Ideology agnostic and make up their minds based on what is it for them as individuals. The youth of today are not aware of what Congress did or did not when it was in power for most part of 70 years in Independent India. Modi and the BJP have been very effective in reminding these voters of the omissions and commissions of the Congress. Hence, Congress needs to have a positive narrative of what they could do now, if they come to power which is different from the past and from what BJP is doing. The easiest thing is to showcase this in one state first. Take up a state where you are in power. Nurture an effective leader. Focus on governance. Do all what you feel BJP is not doing. Finally, Deliver, Deliver and Deliver. Make this a showcase. In short make this state a Model! And effectively “market” this model!

Today, the biggest issue with Congress is its credibility. There is no state which can be shown as a success story for the Congress. Congress had a great chance when it wrested back Karnataka from the BJP 5 years ago. But it has squandered its chances there with some lacklustre performance. As Karnataka goes to polls in 2018, Congress has its back against the wall.

Having missed the opportunity in Karnataka, the next bet for Rahul is to focus on Punjab, a state which Congress wrested from the SAD-BJP combine in 2017. With more than 4 years to go for the electoral test there, time is ripe for the Congress to demonstrate its capability and come up with its own “Punjab model”. It has nothing to lose and in fact everything to gain. It has just come to power in the back of severe anti-incumbency and promise of better governance. It has got a Chief Minister who I am told is an effective leader (Only time will tell) and who has a mind and brain of his own. Punjab is not a Bihar. It has been one of the wealthier states in the country. Agriculture and Industry have been thriving. So, for Congress to focus, identify the gaps in governance and focus on plugging them should not be difficult. In fact, Rahul should summon the entire might of the Congress in supporting the CM and ensure by 2022, the state is No.1 in terms of economic growth, infrastructure and social indices. And go for re-election with the narrative of its own “Punjab model”! 

In marketing, we often talk of a concept of “One-Three-Five-Many” by which we first successfully launch a product in one market, make it a success and then take it to three, five and then many other markets. I see no reason why Congress cannot follow the same. After making a success of Punjab, Congress then can focus on capturing few other vulnerable states in 2023 like MP, Chattisgarh, Rajasthan,.. which by then in all probability would be inflicted from severe Anti-Incumbency and fatigue. Having 3-5 major states in the pocket is when Congress will be in any serious position to take a shot at the Centre.

Immediately after BJP’s rousing win in UP this year, Omar Abdullah in part jest and part irony tweeted that the opposition should forget 2019 and start planning and hoping for 2024. Developing a marketable “Punjab model” by 2022 could be that plan and hope.  Or else, wait and watch for BJP to implode, Ram Bharose!!!

Postscript: While on this, cannot avoid but sharing this joke:

Congress worker: Sirji, for us to come back to power, we need a successful Punjab model.

RaGa: Why just one? We always have many successful models from Punjab:) 🙂

Demonetisation and it’s after”math”!!!

Ever since the RBI released its Annual report 2 weeks ago, Demonitisation (DeMo) is back in the news. And with its eminent Ex-Governor Raghuram Rajan now in India to promote his book, DeMo continues to hog the headlines and Op-Ed pages. The analysis of DeMo swing from scathing criticism of being a “big mistake” by the likes of Ex-Economic Advisor Kaushik Basu to calling it a “huge success and a course correction” by the likes of Gurumurthy, the veteran commentator on public affairs. So, as it happens in most issues these days, “for every spin there is an equally effective and opposite counter spin”! And where you stand on an issue depends on where you stand on the ideological divide.  On social media, it was a hashtag war between #DeMomenisationsuccess and #DeMonetisationfailure!

Ten months on, based on all the data available (99% of DeMo notes coming back to the banks) it seems that DeMo has not helped in sucking out the black money. In retrospection, I wonder how the government expected anybody in India to give up their prized possession (currency notes in this context) at all in the first place. In my own experience, when coming out with marketing promotion programs for the trade, we usually take twice the time for foolproofing the program compared to conceiving the program itself. This is from the wisdom of previous programs over the years where, we found that the Indian brain works over time always to find loop holes/gaps in any program announced. So, in a sales promotion program for example the trade will end up earning the incentives while you never achieve the increased sales objectives!

This is what happened in DeMo as well. If you remember, the day DeMo was announced, the chattering class’ verdict on WhatsApp group and dining area discussions was that it was a “Master stroke”! While the middle class and upper middle class folks who didn’t have unaccounted cash had to just find ways of beating the lines to exchange their notes, the ones who had, started cranking their brains. The result was the everyday tweaking of the rules and adding more terms and conditions for currency conversion. The then Economic Affairs Secretary Saktikanda Das became a celebrity overnight, thanks to his daily media briefings on what else – change in rules!

By now, it is clear that notwithstanding the anti-DeMo commentary of economists, there was overarching, tacit support for the DeMo move from common public. Inspite of loss of business for traders, loss of jobs for casual workers and loss of income for farmers the Note Bandi didn’t evoke much unfavourable mood towards the BJP so far. I am not sure if it will, from now on. What explains this paradox?

Many of the commentators have alluded to the human trait of Schadenfreude to explain this. That the poor were happy because this was one move which affected the rich and privileged and that the Prime Minister Modi had the guts to do so. This is a good possibility. But there could be more to this as well.  Within days of the DeMo announcement, the initial despair among people who were caught unawares with a lot of unaccounted cash turned into a relief, when they found ways and means to deposit the same into the bank. Among many ingenious ways, one was to tap into their own staff and workers to distribute the cash and get them deposited into their bank accounts. A report said that by Dec, the deposits in Jan Dhan Accounts peaked to Rs.74,609 crore! As of Sep, it was just 4,273 crore! The number of Jan Dhan accounts itself went up 5 times in this period!  My guess is that, in this process of conversion through the conduit of using others’ accounts, there must have been a cost.  The government must have lost an opportunity to earn taxes on the unaccounted income but those who had a lot of unaccounted cash ended up incurring a “conversion tax”! And I am certain that those who were witness to the rich incurring this tax felt certainly happy that DeMo was an equalizer of sorts. And not just being a witness, there would have been many who would have benefited from the sudden largesse of their masters as well and got their share of the “conversion tax”. So, instead of the government collecting taxes from the haves and distributing to have-nots by way of welfare measures did DeMo make it as a Direct Benefit transfer from the rich to the poor without the government in between?  Probably.

It’s evident now that the DeMo move has been a rocking political success for the government. On the economic front, though the objective of sucking up the black money has not been achieved directly, certain fringe benefits have accrued. Like reduction in cash circulation, increase in Digital transactions, and increase in bank deposits,…  These may leave the country in good stead in the future.  In the short-term however, the country skipped its GDP beat.

So when one does the after”math” of DeMo, it may well be like the popular “Elephant and the Blind men” story. For some, it’s a failure. For some, it’s a success. For some, it’s a partial success and for some it could be a partial failure. I would like to go with Rajan’s assessment that the short-term economic losses far outweighed the long-term benefits.  In hindsight, one is always wise. Other times – otherwise!

The Four letter F word News!!!

As far as I know, A.R. Rahman is an accomplished music composer. A musical genius, he is also known to be a very humble and genial human being. Usually minding his own business which is churning some out of the world, awesome music day in and day out.  Hence my antenna went up when I saw a post on Facebook and WhatsApp recently attributing him to a quote in a publication called ‘Verve’ claiming to be “the World’s No.1 Bulletin”. The postcard with his picture quoted him of being a Sufi Muslim and conveyed his stand against Cow slaughter. The post ended with him welcoming the Govt.’s recent move to curb Cow slaughter.  Only that, as I suspected this was a Fake News and the post entirely made up with his quotes taken out randomly from old interviews.  He had nowhere opined on Cow slaughter at all.

Welcome to the “New Normal”. Where it is quite normal to see “Fake News” being packaged and circulated as authentic News. Not just A.R. Rahman. Few weeks ago, a similar quote was attributed to Google’s chief Sundar Pichai as well. There was a time when there was just News. Not prefixed by any adjective of any kind. But the situation today is different. We have News of all kinds. News, Fake News, False News, Authentic News and so on.  If we just go by the Fake News around is, our National Anthem is the best in the world, the new 1000 Rs. note has an embedded GPS chip and some more inanities like that.

In Tamil Nadu, where I grew up, ‘The Hindu’ Newspaper was then the “Gold” standard for Newspapers. The joke then was even if there was a murder in broad daylight in front of the newspaper office in Chennai, The Hindu will not carry the News of that murder till the police came, filed the FIR and the postmortem report confirmed that it was indeed a murder! From that to what it is now, we have come a long way. I don’t know if The Hindu still maintains the same yard stick for reporting or not. But in general we know that with a smart phone in hand, everyone has become a reporter of sorts. And in the era of limited attention spans and competitive journalism, “Speed” of breaking the News has taken precedence to accuracy. In this race of “Breaking News” by the minute, truth and validation of News have fallen by the way side. Ironically.

While the above could be attributed to the tyranny of competitive journalism and not probably malafide intent, what is of more concern these days is the deliberate intention to spread False News, thereby outrage and influence opinion. Day in and day out factories in remote corners of India equipped with Internet, Photoshop, Video editors and Mixers churn out “Fake news” taking off from happenings of the day around the world. Thanks to the much empowered Social Media the output from these “Fake news factories” quickly attain ‘Viral velocity”. And when one gets up in the morning into your smart phone as usually it happens, these Fake News posts are on your face.  And without realizing, we contribute our might to the viral velocity by forwarding/Sharing the posts on a dozen odd groups we are usually part of these days and on our social media timelines. All these posts with an intended objective of colouring our opinions slowly do the trick in our mind. Result – we feel happy that though Rahman is a practicing Muslim he abhors Cow slaughter and quote this when the opportunity arises to few others.

You and I doing this is still fine. But the “Fake News factories” of late have started imbibing in its ranks opinion leaders, leading politicians, senior journalists and the like. They also seem to be falling prey to this and in their own naiveté or intent add value to the barrage of Fake News.  While the print medium is still immune to this Fake News syndrome, I feel that the Online medium where our consumption of News is the most these days is seriously afflicted. So when we see any News these days it becomes imperative to step back a bit and decipher if it is indeed News or News preceded by the dreaded 4 letter F word. “Fake” I meant.  Though Social Media sites like Facebook and Twitter have in the recent past resolved to put an end to the “Fake News” problem, the nature of the platform makes it almost impossible to put a stop to this. Yes with better technology and resources they can attempt to minimize. In India, the advent of few sites who now have taken up the role as watch dog for News/Media like Newslaundry, Altnews,.. does provide some hope.  By calling out Fake News as quickly as possible, these sites at least help to contain the damage before hell breaks loose.

So next time you stumble upon a vicious and seemingly propagandist post on WhatsApp or Facebook, step back a little and don’t jump to forward to other groups or share in your timeline!  You could thereby avoid becoming part of the “sleeper cell” of Forward factories trying to manufacture outrage by setting a convenient narrative.  As the old adage goes, “News comes first and then the Narrative”. And not the other way about as is the wont these days.

Postscript: And as far as those rib tickling LOL memes on Alia Bhat or for that matter on tomorrow’s Ind Vs Pak match, bring them on!

Modi Sarkar and the Gita Saar!!!

As Modi Sarkar completes 3 years in office this week, the media is abound with pieces on the hits and misses. Depending upon who the author is and his/her political leanings, the pieces portray either a Glass Half Full or Half Empty picture. Very few have been honest portrayals.

As Aam Aadmis, it’s but natural that our opinions are influenced by what we read/see in the media. So per what we see these days, the economy is doing rather well – India is the fastest growing economy in the planet. The stock markets are on fire and at historical highs! India’s consumer price Inflation stands lowest since we started publishing consumer price index in 2012. In the past weeks the Rupee has been strengthening Vs. the Dollar though this is a double-edged sword.  FDI has been seeing record inflows.

And if you go by some of the pronouncements of the Govt. there again the last 3 years have been very busy for the Govt. of India. Infrastructure projects mainly on Roads and Railways have been unleashed like never before. Govt. has been kicking off programs like Make in India, Skill India, Start up India,..,.. to increase the employment and employability across sectors. Price control though a very socialistic intervention has been resorted to particularly in the healthcare sector to prevent fleecing of the common man. Programmes like Jan Dhan Yojana, Swachh Bharat and Aadhar have been given a fresh impetus right from the top.

In the 1st 18 months, the Prime Minister took it upon himself to travel to countries that mattered to signal the change and restore confidence on the India Story. The results have been emphatic. World over, it is now acknowledged that this Govt. under Modi is on a crucial transformative path and probably this time this is for real and long-term. (In the past India always flattered to deceive).  The inflow of FDI and announcements of various projects in Mfg. and Infrastructure are there to see.

So far so good.

While this is the flavor in the media by and large, it will be interesting to know what the sense on the ground is. If one goes by electoral results as in a democracy it is the barometer of an incumbent Govt.’s performance, there are no two ways about Modi Sarkar. By and large in all types of elections, Modi and his government have got a thumbs up from the electorate. In Economic times’ survey of the Indian Industry, the Industry has clearly thrown its weight behind Modi Sarkar.

In Britain, mid-term opinion polls ask a simple question to respondents: “Are you better off today than you were three years ago?” It would be interesting to know the outcome if somebody does a similar mid-term poll in India to understand what’s in peoples’ mind.

My hunch is that the response will be a farrago of sorts. First, that the conditions on the ground are yet to change. And, second that still the people are happy with the Govt.’s performance.  And yet this is fully understandable. For all the economic indicators and the efforts which have been put in by the Indian Govt. so far, on the ground, results are yet to show up. The fastest growing economy or the influx of FDI or the flag ship programmes kicked off by the Govt. or the massive increase in infrastructure spending and the many other initiatives are yet to result in changes in the life of the common man. In terms of jobs/increased disposable incomes to workers, farmers, middle class,..  And yet no one seems to complain. People still have immense hope on the Prime Minister and his Sarkar.

This is where the Saar (essence) of Bhagavad Gita comes in. In Chapter 2, Verse 47 of the Gita, Lord Krishna says, “You have the right to work only but never to its fruits. Let not the fruits of action be your motive, nor let your attachment be to inaction.”

representative visual

The public so far seem to be satisfied as long as their Govt. is earnest in their intentions and seen to be carrying out their job sincerely. The hope being that this is still “Work In Progress” and results will follow sooner or later. The common man’s response to Demonetisation is a good example of this behavior.

It looks like the Govt. is also taking this Gita Saar seriously and moving forward on a mission mode without getting too much flustered by the noise around it.  I must say here that while this is true for most of the ministries, there are some which have not taken the Gita Essence seriously. I am not sure if the Smart City project has gone beyond announcement of a list of cities. No one knows what the Ministry of Agriculture is up to in transforming the agricultural landscape which has been fraught with draught related woes at times and flood related at other times. That is to name a few.

So when the PM does a review of the performance of ministries on completion of 3 years, we hope he cracks the whip on those who have not taken their mission seriously. And reminds them of their Karma and another gem from the same Gita which says, “The meaning of Karma is in the intention. The intention behind action is what matters”. And declares,  Abki Baar Gita Saar!!!

From “Casteing” votes to Casting them!!!

In the last 2 months, India has been gripped by the UP (Uttar Pradesh) election fever. Or so the channels made us to believe. The huge size of the state notwithstanding it was certainly an overdose of analysis and punditry. And today was the Judgement day! And as I hammer away these words on the keyboard the people of UP have spoken and spoken decisively in favour of Narendra Modi and BJP (Bharatiya Janata Party) strictly in that order. The build up to this day has been quite noisy. A diarrhea of analyses post each of the seven phases of polls in UP and then the pontifications in the last couple of days based on the Exit poll results. It was indeed intriguing to see commentators waxing eloquent on the emerging trends,.. just based on Exit poll results.

However it is important to note that none of the ground reports of even seasoned journalists or the Exit poll results captured the final end result which has panned out today. That of a massive groundswell in favour of Modi and BJP (again strictly in that order) in UP. To be fair a few like Rajdeep Sardesai and Dr. Prannoy Roy predicted a possible BJP win but not of this scale. We were again and again told by experts that there is no visible wave this time. And they were all right. Because in the lookout for a wave they completely missed a Tsunami of sorts brewing in the Ganges. In 2014 as well there was no wave prior to the elections. The overwhelming sweep of UP by BJP was then explained as a Modi wave post facto.

In election after election since Nov 8th (the day Modi let the so called Demonetisation Demon on Indians) whether they were municipal body elections or State/Parliamentary by elections voters did not punish Modi or the BJP for the wounds inflicted by the “Demon”. But even then, the narrative before these state polls was that Demonetisation is going to cost BJP dear in these elections and in particular in UP. UP elections were a clear referendum on Namo’s Demo as per media. But it turned out that Demo was a non-issue.

In channel after channel the experts who were dissecting the prospects in the run up to the polls were discussing caste arithmetic and how voters ultimately show loyalty to their castes. Particularly in the so called backward state like Uttar Pradesh.  Analyst and researcher Dr. Surjit Bhalla has been consistently calling out since about 2014 that India has moved beyond the castes. But what we were routinely fed was how the Jats were pissed off with BJP or how the Yadavs will stick to SP and how the Dalits and Most Backwards will ride only the Elephant,…,… And how the upper castes and now backward will favour the BJP. And how the Yadavs, the Kushwahas, the Prajapatis, the Majhis,…,… will influence the voting pattern and hence the result. And in addition to the caste axis, we were told that there is a “Class Axis” which is building up.

However even a quick back of the envelope analysis of today’s results through any prism makes it clear that the caste loyalty of voters is history. And that probably UP must have put the communal divide behind as well. With 40%+ share of the vote and still counting, it is most likely that Muslims have indeed voted for BJP though not en masse. This can be borne out by the fact that Mayawati came out bewildered about the results and was posing conspiracy theories about possible EVM (Electronic Voting Machine) fraud. And today’s trends are also beyond the realm of Class divide.

My personal favourite line on India considering the complexity and diversity has been Shashi Tharoor’s “anything you say about India, the opposite is also true!!!” So it is extremely hazardous to come to a concrete conclusion that India has shed its Caste baggage based on just today’s result. But I guess it is safe to conclude that there is a churn which is happening particularly with the youth coming of their own. They don’t give a damn to the prejudiced thought lines of their parents/ancestors and are willing to look at things with a more balanced view.  In the past 3 decades many regional parties which thrived on challenging Congress like the BSP, SP, RJD, TMC, JDU,… turned “Social Justice to Casteism” and “Secularism to Pro Minorityism”. After getting an opportunity to make a difference in UP, Bihar,.. where they failed now they are facing the brunt of the Nextgen voters. And BJP (and Modi) being the principal party now is happy to lap up and take advantage of this angst.  Even in Bihar I am of the view the so called come back of Lalu is more because voters wanted Nitish back as CM and not due to some caste equations. And voters wanted Nitish back not because of his caste but due to his track record in changing Bihar.

Beyond the caste arithmetic of the Yadavs, Kurmis, Lingayats and the Vanniyars,…,…there is a wind of change blowing in India. It looks like only Modi and BJP again in that order have got a wind of this. Or may be even they haven’t got a complete grip on this. It is clear based on today’s early reactions that the other parties have not yet understood what hit them. Unless these parties and the commentariat (in that order) realise that an important churn is happening, we will continue to see parties getting caught off guard and expert analyses going awfully wrong. And that important churn is “In elections India no longer “Castes” it votes but casts its votes!!!

May be I’m jumping the gun. But would be happy if time proves me wrong.

Leadership Marketing!!!

David Packard, Co-founder of Hewlett Packard famously said, “Marketing is too important to be left to the Marketing Department”.  He meant that in an organization, every individual – the CEO included, has to perform his/her bit in “marketing” the company’s products.  I am not sure if there is anybody else who has taken to this concept more keenly than Donald Trump, a CEO turned POTUS. How else could you explain this?? On the 28th Jan, Trump has a call with the Prime Minister of Australia Malcolm Turnbull as part of his global leadership outreach since he became the President. Post the call, the official White House Readout on the call went thus:

“President Donald J. Trump and Australian Prime Minister Malcolm Turnbull spoke by phone for twenty-five minutes today. Both leaders emphasized the enduring strength and closeness of the U.S.-Australia relationship that is critical for peace, stability, and prosperity in the Asia-Pacific region and globally”.

A few days hence, media reports emerged on the call which said, “Donald Trump yelled at Australian PM during “worst ever” phone call about refugee swap deal – then HUNG UP”. For obvious reasons, this report created a furore all over with the rumblings being heard for few days over. In the meantime Trump at a Prayer Breakfast added,

Believe me, when you hear about the tough phone calls I’m having – don’t worry about it. Just don’t worry about it,”

Now, here’s the intrigue. Apparently we hear that while on the call with Turnbull, Trump was joined by the then National Security Advisor Michael Flynn and senior advisor Steve Bannon. Only. So how did reports of his so called “yelling” and “hanging up” find their way to the media??? Surely the President’s office is not bugged by some media house! It’s clear that the media reports were a part of an orchestrated PR campaign to market the product called Trump. In this case it was clearly intended to send a message to his constituency which bought his message of “America First” during the campaign that he is tough and is now “Walking the Talk”.  Notwithstanding the tremors that the news of the call created, I am sure it did the job of enhancing Trump’s image among his supporters as a no nonsense leader. So it was not just important for Trump to talk tough on the refugee issue but to communicate to the world that he talked tough.

trump

Welcome to the age of “Leadership Marketing”!!!

Closer home too, we have parallels to this. Through Narendra Modi our Prime Minister. For example, when Heeraben, our PM’s mother visits him in Delhi and spends a few days at the official Prime Minister’s residence, we get to see pictures splashed in the newspapers of Narendra Modi with his mother. The source of this being the Prime Minister’s twitter handle itself where Modi posted pictures of him walking his mother in a wheel chair along with his tweet which said “My mother returns to Gujarat. Spent quality time with her after a long time & that too on her 1st visit to RCR”.  So to his many followers, the intended message is clear. Here’s a leader who is tender at heart with his mom while being blessed with a 56” chest in his own words to take on his adversaries.  In India more than spending time with wife and children, image of a leader taking care of his mother has a telling impact. Again it was not just enough for Modi to spend quality time with his mom but to inform the world that he did so!!!

America, arguably the global fountainhead of marketing has been in the forefront of adopting this technique with Trump now but even with Barack Obama before. Routinely we were fed with images of how the Obamas enjoyed quiet dinners at suburban restaurants on weekends. On Obama’s 55th birthday which was his last in Office, we saw plugs like “55 pictures of Obama discovering his inner child” and so on!!! In the case of Obama the positioning was not of a tough leader but of an affable and lovable man who cared for everybody.

In India, giving competition to our PM in Leadership Marketing is the Aam Aadmi Party Chief Arvind Kejriwal. He wears the positioning of Aam Aadmi on his sleeve. Literally. Even as a CM of a state he walks in chappals, wears loose fit clothes, tweets reviews of films he catches up on weekends,… to reinforce his positioning. The party also posts routinely on Facebook like this:

“Chief Minister of India’s Capital. No security, No VIP treatment. Truly Aam Aadmi,”  With the following picture:

ak1

Not surprising that the post got over 30,000 likes and 5,400 comments!!!

So, Leadership Marketing is no longer the exclusive domain of Americans.

In advocating this Leadership Marketing, I must say that the advent of Social media has made the job much easier. No need to depend on your PR agency to do the job. One could time it yourself.

On the flip side, the case of Vijay Mallya tweeting a picture of himself at a Super luxury hotel in Dubai and claiming to have a rocking time when his employees were hitting the streets for unpaid salary back home were bad optics and horrendous Leadership Marketing!!! Leadership Marketing is the new double edged sword in the arsenal for leaders to “position” themselves “right” in the battle for the minds and hearts. Double edged it is and hence they can’t leave it to the party’s publicity wing or an external agency but have to be on top of it themselves. Just as Packard advised.

As leaders engage in this marketing and optics, we the people need to develop the skill of separating wheat from the chaff and make our judgement objectively rather than fall for the optics or surround sound!!!

So the next time when you see a report quoting from an “inside source” of Trump banging the table during a meeting with Tim Cook for not making Apple phones in America or a clip of O.Paneer Selvam praying to a Jayalalitha’s picture tucked in his shirt pocket, you know why!!!

Somebody famously said, “The Future of Marketing is Leadership”. I am tempted to paraphrase in tune with today’s times as “The Future of Leadership is Marketing”. Amen.