Thank God It’s a New Year!

In all these years so far in my life, never have I seen such wholesome relief in people on the passing by of a year. Year 2020 has been one of a kind. Not that there have been bad years before. But in the past, a year would have been labelled annus horribilis probably due to a natural calamity, a sad event/s, an economic bad spell and so on. Also, it so happens that a year turns out to be worse for some regions/countries in the world and better for others. But 2020 turned out to be a disaster for almost most part of the year due to the Corona Virus which did not spare any part of the world. The same time last year, as people ushered in another New Year with the usual sense of happiness and glee, none saw it coming. By April, the world was scrambling to lock itself down to save itself from the raging pandemic. Even as I write this, the pandemic is not behind us fully.

Any New Year usually brings in a ray of hope. A hope for better things to come.  2021 I guess, has been mankind’s most anticipated milestone. And people have not just been looking forward to a ray of hope but a landscape of hope. One just wanted to leave behind the horrors of living through a pandemic year and lead a normal life.  By the end of 2020 if you had asked me to name the phrase I hated the most, it was ‘New Normal’.  It still is.

Coming to India specifically, the year 2020 indeed turned out to be bad. Yet, I would reckon that we as a country came out of it relatively unscathed.  Of course the economy took a humungous hit. Of course lives were lost. Of course the common man had to go through hardships. Of course senior citizens had a tough time coping up. Of course people lost jobs. Of course migrant labour had to migrate without a hope. Of course earnings of people took a beating. Yet, if one looks at the situation now, we should consider ourselves fortunate to have bent the curve decisively, got away with fewer deaths per million compared to many other countries and be in a position where life seems to be getting back to the “Old Normal”!

Leaving aside data and statistics, there are other reasons that made me say that as a country we came out relatively unscathed.  First our size. We are a population of 1.3 billion. Second, most of the cities and towns in our country have a very high population density. Also, much of the population does not have the luxury of space. Third, our general civic standards though improving by the day, still has a long way to go.  Fourth, our propensity to not follow rules and not be disciplined overpowers our propensity to follow rules and be disciplined. Fifth, our overarching credo of ‘Chalta hai’ has ingrained in us an attitude to take things lightly without getting overly concerned. And finally, the lack of adequate medical infrastructure in the country. All this doesn’t at all augur well for a country like ours to handle a pandemic like Covid. Add to this, the complexities of being a democracy and a federal democracy in that where, a central writ cannot run across the country! Throw in the fact that this is the first time that a Covid like pandemic of this scale has stuck India because of which we don’t have established SOPs or tribal knowledge to handle the situation. All these are recipes for nothing else but social tension and unmitigated economic disaster.

The reality as it panned out has not been so bad.  There has been no visible social tension in the country. The only tension we see these days is “Social media tension” between those who support Prime Minister Narendra Modi and those who oppose him. In fact, the not so privileged have shown tremendous resilience in dealing with the crisis. During the last few months, I have been in constant touch with a cross section of common people who touch our lives and who would have been the most affected due to the extended lockdowns. They have all taken the unfortunate fallout of the pandemic in their stride and have got back to their normal lives now. None of them blamed the government for what it did or what it didn’t do. They all politely refused any offer of support and claimed that they were managing fine. This picture is totally opposite to what one gets to read in columns of the commentariat where the Modi Government’s lock down is being pilloried for what it would have inflicted on the poor.

Further, as an economy we seem to be bouncing back quicker and better than expected. To quote economist and famed columnist Swaminathan Anklesaria Aiyar from one of his recent columns, he says, “First, India has proved far more resilient than expected after the terrible first quarter of Covid. Second, India has been resilient despite having among the smallest fiscal stimuli among major nations.” Again, we have managed without actually doling out cash support which was what was touted as the silver bullet for stimulating the economy by almost all the top economists except those who were advising the Government.  Looking back, unlike a country like US where people like to spend, Indians are conservative in nature and would like to save for the rainy day. So, in a pandemic situation, I feel that people would not have spent even if money was transferred to their accounts. Instead, it would have only been kept aside for savings, which in the final run would have been detrimental to the cause of stimulating the economy. In that sense, the approach of the Government in providing free food grains to the needy or loan support for small businesses etc. seems wiser steps for a country like India.

The New Year has been rung in India with the best possible news of the approval of the vaccine for Covid.  Based on the last few months trend, it is clear that the manufacturing and allied industries are on a re-bound. With the dip in numbers and the availability of vaccine, hopefully, the services sector like Travel, Hospitality, Tourism, Food & Dining and related verticals will also see a quick recovery after which, we can say that we are reaching a “Normal” state.

As we segue into a New Year, my wish has become more grounded and guarded. As one exults “Thank God It’s a New Year”, here’s wishing one and all a New Year 2021 which will be just Normal and that will turn out to be an Annus Mirabilis!

The Mandi Vs Modi battle!

As a country, I believe that we are cursed to contend with one distraction after another, which keep our governments busy. If it was the Anti-CAA protests which were grabbing the headlines during winter last year, it is the farmers’ protests against the Modi Sarkar’s farm bills this winter. And in between, we have the Covid and its numbers to be pre-occupied with, still.

In the last few weeks, ever since the farmer’s agitation picked up steam, there have been many op-ed pieces from erudite authors which have by and large spoken in favour of the farm bills. And they have said that this is the 1991 moment for Indian agriculture. And yet, the farmers associations have stood their ground against these reforms. Irony dies when we see articles with pictures now of farmer protests in the past demanding the same reforms!

The opposition has joined ranks with the protestors in trying to push back the Modi government on the farm bills. And it has been pointed to us that many of the opposition parties including the Congress, which is now siding with the farmers in opposing the farm bills, have been votaries of the same proposals in the past. It is clear now that since the opposition cannot take on the government on the floor of the house, its strategy is to take on the government on the streets.

While there have been many pieces exposing the double speak of the parties, I would recommend all to read just this one authored by Gautam Chikermane for the ORF – “An intellectual biography of India’s new farm laws”. Read here:

This piece chronicles the various studies and reports tabled by expert committees under different governments’ right from the year 2000 and invariably the recommendations are similar to the very reforms the present farm bills have brought in. It thereby exposes the intellectual hypocrisy of not just the politicians, which to a large extent we have learnt to live with, but of the commentariat which is not coming out and expressing its views in favour of the farm bills strongly, though it was in favour of the same before.

As you can see in the said article, there has been a rare consensus among economists and domain experts on the issue of reforming the APMC Act and Essential Commodities Act. Therefore, it is a pity that we are seeing such virulent, stubborn opposition to the reforms from one section of the farmers’ universe.

In the past five years, I have consistently observed that the commentariat in India keeps shifting goal posts as per its whims and fancies.  In the beginning of the 1st term of Modi, the narrative was “Where are the big bang reforms?” When the Modi government started bringing in reforms it became, “Where is the consensus in bringing these reforms? Where is the consultation?” When reforms are brought in after consultation and building a consensus as in the case of GST, the narrative is, “Where is the execution?” So, clearly we are seeing a pattern of opposition for the heck of it irrespective of the merits of the case.

In the case of farm bills too, there are those who have been saying that there has been no consultation. It is clear as broad day light in the article that, there have been consultations with stake holders for 20 years now! I believe that the government must reach out to many of these experts who were in favour of these bills during UPA regime and enlist them to express their support for the reforms they were batting for in the past. This could include people like Montek Singh Ahluwalia, M.S. Swaminathan and the likes. Here, it could take a leaf out of UPA-1 rule when Sanjaya Baru, the then Press advisor to Manmohan Singh, reached out to Brijesh Mishra enlisting his support for the nuclear deal when BJP was opposing it tooth and nail. The Civil Nuclear deal discussions with the US started when Atal Bihari Vajpayee was the Prime Minister during the NDA rule. So, having an Ex-National Security Advisor to talk in favour of the nuclear deal when BJP was opposing the same, sort of punctured the opposition narrative.

Again coming back to the point of introducing the reforms after extensive consultations across the board, our experience has not been very good. During UPA, the land acquisition bill was brought in after extensive consultations and after building a broad consensus. The result is there for all to see. The bill never took off. It is a classic case of the operation being called successful while the patient was dead. The Modi government in the very 1st year wanted to fix this and brought in amendments which never went through. Finally, in the absence of a consensus, the amendments were not made and the bill continues to languish without serving the purpose of its existence.

Much of the infrastructure projects announced by the Modi Government are behind schedule or languishing in spite of having a very enterprising and well-meaning Nitin Gadkari as the minister at the helm. The main reason has been the delay in land acquisition essentially because of the rigorous clauses built in the bill that was brought in with a broad consensus.  So, any bill just because it is brought in with a lot of consultations and a broad consensus need not be the ideal bill.

In the parliament, the idea of consultations and building consensus effectively means putting the draft of the bills or amendments through select committees or standing committees. To borrow the words of HDFC Chairman, Deepak Parekh, “In India, when the government cannot commit, it committees!” Which effectively means extended discussions and delays. At the peak of UPA rule, when most of India wanted a decisive government with a majority on its own, it was precisely for these reasons. So, when Modi Sarkar which has now won a decisive mandate on its own twice over, takes the route of avoiding these long winded committees and brings in changes in laws on issues like the farm bills where discussions have been going on for 20 years now, we shouldn’t complain.

Building a consensus is often overrated and I concur with the latest statement by Niti Aayog Chairman Amitabh Kant that in India, we suffer from “too much” democracy. I sincerely hope that the government sticks to the main proposals and not roll back on the essence of the farm bills. In the meantime, it should use its communication firepower led by more amenable ministers like Gadkari to get the message across to the farmers’ associations and get them to pull back.  The Mandi Vs Modi battle is clearly a distraction for us at this time when the government must be focussed on handling the economic mandi (slump) on a war footing to bring the growth back on track.

Post script: The title for this post is courtesy my good friend Gopal Kutty Sasthri who popped this up during one of our chats on the topic and so due thanks to him.

True Biopic Vs Inspired by

This Diwali, Soorarai Pottru meaning ‘Praise the Brave’, a much awaited Tamil film finally reached the audience. With theatres barely opening up few days ago amidst myriad Covid restrictions, the makers took an early call to go for an exclusive OTT release instead of a mega theatrical release. The film is based or rather inspired by Capt. Gopinath’s book Simply Fly which is his autobiography. However it is not a true biopic on Captain Gopinath whose calling card has been that of being the pioneer of low cost Aviation in India. The book Simply Fly which I just quickly glanced through in the last couple of days traces his life as a diligent child to his brief stint with the forces and then turning an entrepreneur with Deccan Helicopters and finally achieving his dream of building an affordable airline for the masses by launching Air Deccan. In the book, he outlines the travails in this journey which is certainly inspiring.

Unlike films that are released in theatres where the reception could be gauged by the Box Office numbers, for OTT releases, one has to just go by the buzz the film creates in the media and in particular Social media. So by that gauge, one must say that Soorarai Pottru has opened to positive reviews from critics and a rousing welcome overall from general audience.  At the same time, it has also drawn a huge flak particularly on Social media.

The brickbats for the film are around the way Captain Gopinath’s role is portrayed which has triggered a social media storm, if I may say, in the tea cup. The major angst is over portraying the main protagonist character played by actor Suriya not as an upper caste Brahmin which Gopinath is. In the film, the character goes by the name Nedumaaran Rajangam and is shown as belonging to the under privileged class.  The question which has been raised is, why twist the facts while basing the story on a real life individual, Captain Gopinath in this case. What’s wrong in show casing the story of a struggling upper caste individual, is the follow up question.

Here’s the thing. A biopic by definition is a film that shows the life of a person typically a public or a famous figure. A biopic follows the true life of the individual and the screen play is around actual events that took place in the person’s life. This means that such a film portrays real characters of not just the main protagonist but also others who were part of his or her life. The names are real, the time lines are accurate and reflect true events. Examples of biopics are Richard Attenborough’s Gandhi and in the recent past M.S.Dhoni based on the popular cricketer.

In a biopic, it is assumed that the makers have done enough research to portray true events based on the individual’s life and therefore must be ready for factual scrutiny. There is little or no room for creative liberties on facts that matter. Even here, based on real life incidents, film makers do resort to a bit of dramatization for effect.

On the other hand, a film like Soorarai Pottru is NOT a biopic on Captain Gopinath. It is a film that is based on his life as depicted in his book – Simply Fly. That’s all. Like how, many films are based on novels, this one is based on this book. Having bought the filming rights for the book, the makers do have the right to exercise their creative liberties to flesh out a script that can be made as interesting as possible.

Cinema is commerce. Film making apart from being an individual’s artistic pursuit, it is also business. It is an industry where there is investment and Returns On Investment. So, naturally the makers would like their films to get a reach that is as wide as possible and make them blockbusters. In that pursuit, if showcasing the protagonist to be from an under privileged class makes it more dramatic and more relatable to a wider audience, I don’t see anything wrong. Again my point is, this is justified if the film is not a biopic and is just based on some one’s life. Mani Ratnam’s Guru is loosely based on or inspired by the life of Dhirubhai Ambani but it is not a biopic on Dhirubhai. And hence we saw the many deviations and added drama in the script.

Recently, there was a Hindi film by name – Gunjan Saxena – The Kargil Girl that was released and had its own share of controversies. This film is based on the real life of Gunjan Saxena an Ex-IAF pilot. Here the problem was, the makers while calling it a biopic took too much creative liberties whereby the IAF was shown in poor light. The film also was not factual in its depiction in many aspects. So, the panning of the film was justified.  The case of Soorarai Pottru is different from Gunjan Saxena in my opinion.

Inserting a card that the film is inspired by true events and any resemblance to real life characters is purely coincidental is the maker’s way of taking anticipatory bail from probable trolling.  But, even that didn’t help in the case of Soorarai Pottru.  The makers over marketed the Captain Gopinath aspect while they completely changed the story. I also feel that they should not have used the brand ‘Air Deccan’ in the film.  But for these small issues, I don’t think the outrage over the film by section of the audience over twisting the facts regarding Captain Gopinath when it is not a biopic, is justified. Soorarai Pottru is the story of Nedumaaran Rajangam BASED on the life of Captain Gopinath and NOT the story of Captain Gopinath himself. And that’s a huge difference.

Post script: Captain Gopinath himself watched the film and he seemingly did not have any problem in the way the film has come out.

Pic Courtesy: Times of India

Death of an Emotion!

Yesterday was one of those days. That too a Saturday. I had not seen or touched the day’s newspaper till about 5.00 PM in the evening! It doesn’t happen this way. Usually, the newspaper is dissected in the early hours in the morning and by evening it is consigned to a heap meant for raddiwala. The Covid-19 pandemic has ushered in a lot of changes in our lives and lifestyles. Some temporary and some I reckon would be permanent. Our connect with the newspaper would probably fall in the latter category.

When a complete lock down was announced in March, among other things, the daily newspaper became a casualty. Media houses had to suspend printing of the newspaper and so there was no door to door distribution. For few days, there was an intense sense of withdrawal symptoms in the morning without getting to read the newspaper. And why not? After all, the daily newspaper has been a fellow traveller in our lives all these years.

When I was growing up in Trichy (Tamil Nadu), The Hindu newspaper was part of our lives. Initially for reading in detail mostly the sports column in the last page. Descriptive analysis of Rajan Bala about the previous day “Test Cricket” or Nirmal Shekhar’s take on the Tennis match the previous day were part of my daily routine. When I was over ten years, the attention started going to other pages as well to cover politics, arts, films etc. Reading of The Hindu served many purposes. Apart from helping us to keep up to date on the news and happenings of the day, it helped to polish our English language skills immensely.

When I moved to Bombay later for further studies, I had to shift from The Hindu to The Times Of India as Hindu was not available in the mornings. It was not printed in Bombay those days and the day’s edition used to come by the evening flight and was available for sale only after 3.00 PM that too in select outlets in select suburbs like Matunga. Those who have read The Hindu for long would admit that adjusting to any other newspaper was so difficult then.

Eventually that adjustment happened. So much so, reading any other newspaper then became difficult. It was the 90’s and India was witnessing the first waves of consumer boom. The manifestation of this was being witnessed in the media whether it was Television or the Newspaper.  A medium like The Times of India joined the party early, while it took a while for others and eventually almost every newspaper started emulating the Times!  I don’t want to make this piece as a commentary or comparison between different newspapers. But enough to say the newspaper would change but reading the newspaper in the morning as a habit continued to thrive all along.

This trend continued through the next two decades of the internet boom. The obituary of the newspaper has been in the works for a long time now. Particularly with the advent of the mobile phones, TABs and more importantly cheap connectivity. I don’t want to comment on other countries where the dynamics are different. But in India, even till last year, the print media readership overall grew by 4.4% over the previous year.

In spite of the possibility to read newspapers online, somehow most of us were still hooked on to reading the physical newspaper that too first thing in the morning every day. We might have caught up with the main news the previous day itself on TV and would have seen some of the headlines on social media then and there. But still, reading the newspaper was a morning fix. For many, particularly of the previous generations, newspaper in the morning with the coffee or tea had even a romantic ring to it. And for few, the daily chore of emptying their bowels would not happen without the newspaper in hand. And there are those who get depressed in the morning after a national holiday when the newspaper doesn’t make the morning appearance at the doorstep.

The pandemic though has changed everything. There was no newspaper at all till June. By then, we had survived the initial withdrawal symptoms and learnt to manage without the morning physical newspaper. After the initial few weeks, many of the media houses smartly started sending the links for their E-papers. We started reading the same though grudgingly. Then they allowed the physical printing and distribution of newspapers around July, even then there were very few takers. Considering the nature of the Corona Virus spread, newspapers were seen as a major threat. And finally around September when we all started reconciling to a co-existent life with Corona, we allowed newspapers to be distributed as before. But then somethings have changed at least for me.

At home, I don’t rush to the door in the morning to pick up the newspaper when the bell goes. The newspaper remains at the door for a long time till one of us remembers to pick it up.  Even after that, it is left in a corner untouched for some time. And after few hours during breaks, I glance through it very quickly.

Yesterday was one of those days when I didn’t look at the paper till evening! Today is a Sunday and as I type this piece, I have still not read today’s newspaper. What a climb down from a time when during weekends we used to call for an additional newspaper like The Indian Express in addition to the regular newspaper and spend more than an hour poring over from top to bottom. Post Covid, things may be limping back to normal. Newspaper business may not be dead yet. But I can vouch that the newspaper emotion is dead.  Do you agree?

33 Years of Nayagan and its lasting impact!

(This post was written for the News portal The News Minute and first appeared on the 24th Oct, 2020 and it can be read here.)

I remember the episode very well. Nayagan had just released for Deepavali in October 1987. There was no pre-release hype then as it is the case for new releases nowadays. However, the poster depicting a clean shaven Kamal with a bloodied nose intrigued us. To us, it was a “Kamal” film and in those days, we invariably caught up with all Kamal films.

Three of us friends watched the film at Anand Theatre in Madras and after watching, we walked down the stairs. The usual quick post-mortem of a film after watching it was missing and the mood was sombre and reflective.  There was an adrenaline rush inside among us with chests all pumped up.

We got to the gate and hailed an auto to get back home. As was wont those days, the usual argument with the auto driver about “meterukku mela pottu kudunga” ensued. Just this time, there was a sense of belligerence in us.  We were not in a mood to succumb to the auto driver’s fleecing tactics.

Writer Balakumaran style dialogues flowed from the three of us in turns. “Niruthanum. Ithu ellathayum niruthanum. Ethukuyya meterukku mela pottu kudukkanum? Ungalaala Madras pere kettu poyiduchu!’ (Everything should be stopped. Why should we pay above the meter? It’s because of you that the name of Madras is spoilt) “Nee enna vena sollikka. Meterukku mela pottu kudutha varum, illa varaathu” (You can say whatever you want, if you don’t pay extra, the auto won’t come) said the auto driver. This ticked us off completely. We got into the auto and told him “Vandiya police stationukku ottuyya’!  Innikku oru vazhi paakaama vidarathu illa!” (Drive the auto to the police station. We have to resolve this today). Clearly, the film had awakened the sleeping Velu Nayakkar in us!

The above is a factual narration and not an imaginary story. I heard similar episodes from others too. The story of a slum dweller taking on the system and becoming a towering and benevolent don, that too in an alien land, which is what Nayagan was all about, clearly touched a raw nerve with Tamil cinema goers.  One the one side, if the character had such an impact on many of us, on the other side, the way the film was made had a huge impact on Tamil film aficionados.

Just the opening shot of a boy running with the sound of his huffing and puffing in the background blew us away. Within a few minutes we could realise that we were not watching another regular film. This was when we watched Nayagan the first time. Once back in college after Deepavali holidays, we would watch it many times over and keep talking about different aspects of the film endlessly. I guess it was not just us. I have often seen many Tamil filmmakers in the past three decades saying that Nayagan was one of the most influencing films in their lives and career. Tamil cinema, in that sense, can be divided into “Before Nayagan” and “After Nayagan” era in terms of filmmaking.

Starting from Kamal’s acting, his get-up, Mani Ratnam’s staging of scenes, PC Sreeram’s epic camera work (for which he got his first National Award), Ilaiyaraaja’s magical score, Balakumaran’s earthly writing, Thotta Tharani’s art direction, the acting by the supporting cast like Saranya, Janakaraj, Delhi Ganesh, Karthika, Naasar and others, and finally Mani Ratnam’s style of filming – it was a case of all the elements coming together impeccably with precision.  Nayagan sowed the seeds for “The Mani Ratnam film” as we see it now.

Months after Nayagan’s release, even as it ran for silver jubilee in theatres, the film kept coming back in our lives.  So, for our engineering college cultural festival, when we were thinking of a theme for our Tamil skit, we hit upon a novel idea. “What if a Nayagan like character lived amidst us in the college?” was the starting point. The next few days in the evenings extending to night we sat to write the script.  Since we had decided to base the play on the movie, we just had to plug in local issues within the movie template rather than re-invent the wheel.  We didn’t realise that we had stumbled upon the now famous Lollu Sabha format then.

Velu Nayakkar in our play was a local don in the campus. Students knocked at his doorsteps to get their college related problems “sorted” out. He helped all students but at the end could not prevent a “CUP” (which was the slang for “arrears” in our times) for his own son. That was the one line concept. We started filling in the scenes.  Campus politics, tyranny of the mess food, unfriendly and strict professors all found their way into the script.

Having fixed the flow, we got down to writing the lines paraphrasing the original film lines so that people could relate to it easily. We scanned the town to lay our hands on the audio cassette of Nayagan film soundtrack to get the lines right. Those were pre-Google times.

The skit was a resounding hit and we won the first place. Bolstered by the success, we went on to stage a few more plays but the first Nayagan experience still remains etched in our memories just like the film is, even after 33 years!

Coming back to the scrape with the auto driver, when we told him, “Vandiya police stationukku otuyya”, he turned around coolly asked, “Entha station? Ashok Nagara? K.K.Nagara?” (Which station? Ashok Nagar or KK Nagar?) We should have known that the auto driver would have also watched Nayagan a few times and was imagining himself as another Velu Bhai who was not going to take anything lying down!

Pic credit: New Indian Express

Tanishq Ekatvam – Anatomy of the Campaign!

When you read this, I am sure you will be familiar with the latest product of the “Outrage factory” in India. Tanishq, Tata’s crowning jewel other than TCS provided the raw material this time. The outrage was around an ad which was put out to kick off its new Ekatvam campaign. The company soon pulled down the ad bowing down to the social media outrage but not before it went viral and divided popular opinion.

As a standalone ad, (see here) I personally liked it. The story is consistent with the purported theme of the campaign, where “the beauty of oneness” was being promoted. Oneness in this case was conveyed through the coming together of Hindu and Muslim faiths after a marriage between a Hindu woman and a Muslim man in this case.

There was predictable outrage following the ad where many questions like “Will they show a marriage of a Muslim girl and a Hindu boy?” and “Why are they showing as if the Muslim parents were doing a favour by following the girl’s traditions” and so on. I am certain that if the ad was shown as above, there would have been exactly opposite questions. Newton’s third law – “For every action is there is an equal and opposite reaction” and Whataboutery are the cornerstones of today’s outrage factory.

My take on the ad itself is that it was a well thought out plan. The campaign was launched during IPL just ahead of the festivals which is peak season for brands like Tanishq. And during this period and particularly during IPL, it is important to cut the clutter. One way of doing it is to make a nice commercial but with a contrarian story line. It helps the ad to stand out and also ensures it goes viral. That’s what happened with the Tanishq ad. Today for most marketers, the starting point of a campaign is to make it “Go viral” and if it does, it is the ultimate take away for the bucks spent.  So, kicking off a controversy through the ad is one established method of making it go viral. Many companies in the past have done that and Tanishq is no exception. I had written about this in one of my earlier posts “Stir up to sell” and if you haven’t read that, please do read here.

It is unfortunate that the company decided to pull down the ad. At the same time, it is easy to criticize the Tatas for succumbing to social media pressure in taking that decision. But I believe that it was a pragmatic choice. Already the business is reeling under the after effects of Covid with showrooms just being opened up. And the peak season is just ahead of the company. At this time, it makes no sense to do grandstanding risking the safety of its retail staff and properties.

At the same time, due to the heat the ad cranked up, the ad went viral and more people have seen than probably originally envisaged. The ad and the brand have become talking points for weeks over and even this blog would not have been written if the ad showed a plain vanilla oneness story!

This post though is not about the journey of that particular ad. I wanted to use the window the ad provided to look at the strategy behind the campaign itself.

As I mentioned earlier, the campaign titled Ekatvam has been kicked off by Tanishq just ahead of its biggest season. In North India, the festive season around Navaratri and in particular Diwali/Danteras are peak seasons for buying gold jewellery. And any serious brand would not like to miss out on this high stakes season.

At the outset, Ekatvam seems to be a brand building exercise to build on its core values of “Trust” etc. So far so good. After having seen the ad that sparked the controversy, I went to Tanishq’s website which also showcases the Ekatvam campaign. And here’s the thing! It says “Tanishq presents Ekatvam – the beauty of Oneness!” It says the “thought” being, “Beautiful things happen when people come together. But today, we’re asked to stay apart, keep a distance and be safe. While we continue to do this, through compassion, empathy, hope and care, we’ve come together when it was needed the most.” And goes on further. “The beauty of oneness. One as humanity. One as a nation. Ekatvam. A confluence of India’s finest craft forms, intricately knitted into one stunning collection, bought alive by our skilled Karigars, where similarities and differences all become one!”

Beautiful thought and an excellent copy. However, if this is the Ekatvam (confluence of India’s craft etc.) Tanishq wanted to promote, where does this aspect come out in that ad? It is common marketing wisdom that when a company launches a campaign, it is showcased consistently across media platforms may it be Print, TV, Web site, Digital etc. I don’t see that being followed here. While the website talks of the campaign being a noble effort to bring together different craft forms and craftsmen, the TV commercial tries to convey oneness by bringing faiths together.  If you look at the print ads, the one in North India (see below left) is consistent with the theme in the web site. However, the print ad in South (see below right) doesn’t explain anything about Ekatvam beyond the tag line of “the beauty of Oneness” and looks more like a “Sales promotion” ad.

 

 

 

 

 

 

So, this brings back to my original hypothesis that the controversial ad was part of a game plan to “Stir up to sell”. The brief it seems was to deliberately bring in the Hindu – Muslim angle and showcase the oneness. And probably the company sort of expected the backlash. In any case, backlash or not, the ultimate objective was to make it go viral and maximise the bang for the buck. The outrage factory in my opinion completely missed this point and effectively contributed in making the ad and the brand top of the mind for few weeks.

What the controversial ad would do to sales would be an interesting thing to watch in the coming weeks. While some commentators feel that it may affect the retail sales a bit, I reckon it may not do much damage.

In final summary, just as you shrug off a lean business period after lock down and get into a peak season phase, why would you launch a CSR kind of corporate campaign of Ekatvam?

Post script: Another innocent question to the makers of the ad. When you wanted to showcase Hindu-Muslim confluence, why would you choose a Kerala family as a backdrop when the ad is in Hindi and aimed at festival season (Diwali) in North of India?

The “Singhamisation” of police!

If the alleged gang rape and subsequent murder of a young girl in Hathras, UP was not terrible enough, the post death handling of the situation by the UP Police was even more horrendous. It is still bewildering, that someone suggested or ordered a midnight funeral for a murdered victim by the police instead of handing over the body to the parents! 

If that was in Hathras, UP, can anyone forget what happened in Sathankulam in Tamil Nadu, few months ago? In a bizarre case, a father and son duo were beaten to death under custody in Sathankulam police station. For what? For apparently violating lockdown rules!

Last year, in Hyderabad, the police killed the suspects involved in rape and killing of a vet in an early morning encounter which seemed like a scene lifted straight out of a Rohit Shetty (Hindi) or a Hari (Tamil/Telugu) film!

Add to this, the Sushant Singh Rajput case which was hogging media headlines till recently where the police of one state has been in logger heads with another.

Welcome to Singhamisation of Indian police. What is common in all these and more is the crying need for police reforms in India, a long neglected issue by any government of the day.

In our country, the commentariat often talks of the demand for reforms of all types – Economic reforms, labour reforms, judicial reforms, education reforms and so on. But seldom do we get to see the demand of police reforms in the same intensity. And I have always wondered why. As per a data point, roughly 9% of GDP is lost every year on account of poor law and order!  And if you remember, GST as a tax reform was introduced because it was believed that it will improve the GDP by up to 3%! And here we are talking about three times that!

In India, maintenance of law and order hangs in between the clichés of “Law and Order is a State subject” and “Law will take its own course”!  Law and Order which is one of the deliverables of the police is a state subject. States are run not just by ruling party at the centre. Few states are under the main opposition party, few by smaller opposition parties and many are ruled by regional parties. This situation exists at any given point in time. So, every party worth its salt has a stake in maintaining law and order and therefore interest in keeping the police under its thumbs.

I really don’t know when the last time a government seriously intended to initiate police reforms in the country. Even the Supreme Court directive of implementing the Prakash Singh recommendations in Prakash Singh Vs Union of India case in 2006 I believe has not been heeded to. The fact is no Indian state has fully complied with the recommendations. In irony we can say that police reforms is one subject in which all political parties are on the same page!

I believe that the cornerstone of any police reform needs to be “Independence” and “no Interference”. Unfortunately, the institution of police has been used by the ruling class as an instrument of exercising power and control. So much so that in any government the Home Minister, under whom law and order and therefore the police comes, becomes the De facto No. 2. Not the finance minister or the minister holding any other economic portfolio.  The big question is, will any party coming to power would ever give up on keeping the police under their thumb? If our armed forces can be reasonably independent though reporting to a civilian government, why not the police?

The next key focus in police reforms I believe, must be around recruitment, training and compensation. We must not forget that people in the police force have not been dropped from heaven. They are all from the same society as we are. And they read the same WhatsApp forwards as we do. So their world view is shaped and influenced in the same manner as ordinary people. And hence they have their own biases. We saw how this kind of biases come in the way of effective policing even in a developed and mature society like America.  I am talking about the death of George Floyd in Minneapolis when a police man was kneeling on Floyd’s neck for nine minutes even when Floyd was pleading for his life. The key is proper recruitment and training where one’s personal biases do not come in the way while discharging public duty.

Though policing is a highly stressful and high pressure job in India, the police are inadequately compensated. And that’s a major reason for not being able to attract bright people to join the force.  Adequate and attractive compensation will also reduce the menace of corruption that exists even at low levels. So, the combination of reformed recruitment, proper training and attractive remuneration will go a long way in the police discharging their duties in a more professional way.

Coming back to Singhamisation of police, whether films depict life or life follows films is an unending debate. The reality could be a mix of both. If you see Indian films, there was a time long ago, when they usually featured bumbling cops who will reach the scene at the end when everything was over. Then there was a phase where cops were usually of the corrupt variety who will be siding the villains.  Presently it is the Singham era, where cops are this macho super heroes and “Naan Police illa, porukki” types. They deliver justice in their own way and if that means taking law in their own hands, so be it.

And this is what we see in real life as well which is what I call the Singhamisation of the police. Incidentally, the common man in the street who is just interested in timely delivery of justice and not necessarily in the method, loves this. But the point is, if we have to prevent another Hathras or a Sathankulam, police reforms is the need of the hour and not Singhamisation.

Incidentally, Prime Minister Narendra Modi while addressing a bunch of IPS probationers recently, told them not to be influenced by films like Singham. After having initiated bold reforms in agriculture and labour, the time has come for Modi to take up police reforms as well. Then he doesn’t have to worry about Singhamisation of police!

The Social Media monster!

What is common between CU Soon and The Social Dilemma that have hit the OTT platforms in September in the space of few weeks in India?

CU Soon is a Malayalam feature film that is streaming on Prime Video. The film has opened to positive reviews for its novel screen based way of presenting a thriller. In the film, most of the time what we see is characters talking to us through chats and video calls. The film poses as a love story but is essentially a thriller revolving around illegal flesh trade.

On the other hand, The Social Dilemma is an English documentary film which is streaming on Netflix now.  The film traces the evolution of social media networks like Facebook, Twitter, Google and the likes from being “useful” tools in the beginning to becoming the “monsters” they are today! The film talks through a bunch of people who were associated with these social media platforms in the past but now horrified to see the monster they have let loose into the society.

Coming back to the question of what is common in these seemingly disparate films, it is the feeling you get once you have finished watching them.

In CU Soon, Fahadh Fazil who is the one who helps in cracking the mystery of this mysterious girl, is actually a software geek. Just by spending hours and hours in front of his computer screen and by tracking the digital foot print of people concerned in various platforms.  When the film is over, you get a frightening sense of the digital footprint one leaves behind these days! In the chase for likes, comments and shares there is a whole trail of personal happenings, dates, pictures, videos, check ins, check outs, our personal likes, dislikes, dispositions, our political leanings that we leave behind for anyone to track.

In The Social Dilemma, we are told how we are manipulated without us being aware. That social media platforms use our habits and preferences to monetise, is now a well-known fact. But what is chilling is when these come out as insider accounts as a well thought out strategy.  Of how these companies which started off well with noble and pious intentions of “Connecting people” have gradually moved away to “making us the product”. Of how they simultaneously straddle between “utopia” (doing good things, bringing people together, connecting in times of crisis and so on) and “Dystopia” (pushing selective stories and fake news that feed off your preferences)

“It’s a disinformation for profit business model” says one of the interviewees referring to the social media behemoths. “It’s a marketplace that trades in human futures” indicts another. Being a documentary, the narrative is in the format of many interviews where the interviewees deliver many “Shock and Awe” moments through quotable quotes like these. And at the end of which all, you get a sense of betrayal and a bitter taste in the mouth.

After watching these, how many of us would shut down our social media accounts after knowing well the ills?

 How much of social media is too much?

I don’t think there is too much of a problem if Facebook props up ads of stuff we would like to buy based on our preferences we have professed through our likes and comments. After all, advertising has been a source for revenue in conventional media as well and we are used to that. Of course the digital platforms allow for customised, targeted advertising based on our profiles. And ultimately purchasing something after watching an ad is a personal choice.

However, the recent increase in the angst against social media platforms I believe, has got to do with how they have taken the role in shaping the political destinies of nations. As it is shown in the documentary, these platforms push stories without realising if they are fake or genuine by just feeding into our beliefs and choices. As it is, psychologists say that humans suffer from “Confirmation bias” and as per dictionary it refers to the tendency to interpret new evidence as confirmation of one’s existing beliefs or theories. For a platform like Facebook or Google, it becomes very easy to sense one’s leanings and feed appropriate stories to build in on this confirmation bias. The stories could be fake as well.

The traditional media like TV, Radio or Newspapers also feed stories by way of opinion pieces, news clippings and so on which also play a role in influencing our thought process. But the key difference is, here it is a one way process. In social media vehicles, it is a two way process. Meaning, everything happens in a customised fashion based on our likes and dislikes on what we transmit. As per those Ex-team members who were interviewed as part of “The Social Dilemma”, in social media platforms, manipulation is by design and not by default.

What is the way out? As mentioned in the documentary, you cannot put the genie back into the bottle. But I do believe if nations come together with a political will, these platforms can be made to stay away from politics. And as social media users, it will keep us in good stead if we ourselves do not depend on these platforms for consuming political news and stop sharing anything and everything of politics that come our way without putting our own fact check filters.  The positives of social media have been well documented. Now those are being overtaken by the negatives, it appears.  The bottom line is, the Lakshmana rekha needs to be drawn by us for ourselves.

Now that I have watched this documentary The Social Dilemma on Netflix, I have just received a mail from Netflix prompting me to watch “The Great Hack” – another documentary that unravels the manipulative power of social media!

The New Age Circus!

Circus – as we know it traditionally as a form of entertainment, may be on the decline. But a new age Circus has taken centre stage now and is threatening to overtake all forms of entertainment on offer. And that’s the TV News media circus.  Ever since the explosion of satellite and cable TV in India, there has been an explosion of TV channels in India in general and the News variety, in particular. A Wiki entry says that there are 400+ TV channels just for News in India presently, all clamouring for a share of the viewership pie.

With that kind of competition, survival needed a re-engineering of the News broadcast model. And that’s when most of the channels modelled their News programming to present wholesome entertainment. Today, if there are different options in channels like GEC (General Entertainment Category), Sports, Children entertainment, Religion & Spirituality and so on, for the grown up man, (I am not being sexist here. Just that I believe more than women, men tend to relish the entertainment on offer on News channels) News channels are a new category of entertainment that can be called as NEC (News Entertainment Category).

For the past several weeks now, this category has been buzzing with activity after the unfortunate death of Sushant Singh Rajput. Much has been written about how the goal posts in this case have shifted from suicide to abetment of suicide to murder to financial fraud to nepotism to drug consumption with the latest being Bollywood’s connection with the drug mafia. This unravelling of the story has been partly driven by a vigilante TV media which is conducting its own trial every night during prime time. It’s unfortunate that the TV media and not the investigating agencies has been in the forefront of setting the agenda of this case and every turn has been a result of some expose or other by the TV media.

As a result, what we see today is a competition among channels through orchestrated leaks and PR stunts to set the agenda for investigation.  Today, the Rajput case which was just pursued by one channel or media house in the beginning has now become an obsession for most channels/media houses. The result is a full blown war among channels, media houses and its star anchors and them taking sides depending upon what suits them and their TRPs. So, when Rhea Chakraborty gives interviews to a few channels, the other channels label it as a PR stunt to extricate herself from the case. And when Kangana Ranaut talks to few channels on nepotism, other channels label it as a distraction exercise and so on.

There are those who are integral part of the media but not part of the Rajput saga who have been critical of the tamasha going on in News channels. And they have also blamed the viewers of their choices which as per them is responsible for the degeneration of TV News channels. As per me, they only reflect the “these grapes are sour” sentiment. If they had got an opportunity to be part of the saga, the commentary would have been different.

There is no doubt that the Rajput case has heightened interest on TV news for many in India, going by the BARC statistics before and during the Rajput saga. A channel like Republic Bharat has managed to become Number 1 in Hindi News category dislodging Aajtak just during the Rajput saga! I do not watch Republic TV these days. But many do. And that’s why it is the leader in English News category by far. As kids, we liked watching a Circus. And as adults, many enjoy watching TV News which is increasingly resembling a Circus.

In this News age Circus, the reporters are like the poor animals which are paraded to perform certain items in front of the crowd. Today, the reporters are pushed by their bosses to get sound bites and capture sensational visuals which are put on a loop on TV.  Some of the guests in debates are akin to Jokers or buffoons in a Circus who are there to provide comedy relief.  At times from across the border. They are routinely insulted and howled upon. The spokespersons of the parties are according to me like the trapeze artists in a Circus.  They do the fine balancing act irrespective of the situation, swinging from one position to another as per the need and continue to “hang in there” during the heated debates.  The anchor is the ring master who is often seeing cracking the whip.

What I am trying to say is, as viewers we have long before concluded that News is another form of entertainment and is consumed as such. So, if a particular channel or show is high on ratings, it is because it is considered more entertaining than others. This doesn’t mean that we like that style of journalism. For consuming actual News or for high quality journalistic insights we have our own other sources in the media.

TV channels are sustained by TRPs – Tamasha Rating Points, I mean. And in every genre, the clamour for TRPs has brought in a big shift in programming content. In General Entertainment, from sober family value serials to “Saas Bahu” sagas and Big Boss shows, in Cricket from classical test/One day matches to T20s, in Children entertainment genre from pious Tom & Jerry cartoon types to High Octane adventure shows, in Music category from concerts to Reality shows filled with drama. The genre of News is not an exception. Hence the change from staid reporting of events of the day with visuals to noisy and sensational shouting and screaming matches around events.

The traditional Circus may be on the wane and struggling. But the New Age Media Circus is alive and kicking. And you get to watch that every day, 24*7 that too from the couch of your drawing room. And as a viewer do not have any other pretense about it.

Nate Silver, an American writer and editor famously said, “A lot of news is just Entertainment masquerading as News”.

How wrong he was!

All News is just Entertainment masquerading as nothing!

Cartoon credit: Satish Acharya

“JUST” learning to live during the pandemic!

Vijay Yadav* is a small time vegetable and fruit vendor who has been carrying out his business in Mumbai since 2 decades now.  Ever since the lock down, in our apartment complex, he is one of the suppliers of fresh vegetables and fruits. Twice a week, we place order over WhatsApp to him and he delivers the same at the parking lot of our building. He informs us the due amount on WhatsApp and we pay the amount due to him through Google Pay.

22nd Aug, 2020 was Ganesh Chaturthi. Due to the current pandemic situation, we couldn’t go to the local market for Pooja related shopping (different types of Flowers, Garland…) on the eve of the festival. When we were wondering what to do, Meena*, our regular flower seller informed us to our pleasant surprise that she will home deliver whatever flowers and items we need and asked my wife to send the list over WhatsApp. On the 21st evening, the list was delivered at our ground floor. She informed us the amount and we made the payment to her through PayTM.

On 22nd Aug was also our Avani Avittam (Janeu changing ceremony) for which our regular Cheenu vaadhyar (bhatji) sent us the YouTube link to join him. From home, we completed the rituals and promptly sent the Acharya sambavana thro Google Pay.

In between we had to consult for a routine ailment with our Homeopath doctor.  We did the same over phone. He said he will send the medicines to our house within 1 hour. He has a tie up with Swiggy and the medicines were delivered at our doorstep. The doctor gave his UPI id for transferring his fees, which we did.

What is common in all these? It is that we and the other parties involved were able to carry on with life even during the lock down period without stepping out of our place, fairly smoothly. And if you look at it closely, this was made possible through a combination of Smart phones, Bank accounts (to which we could transfer the money) and more importantly the UPI platform through which we could transfer money real time into bank accounts of beneficiaries.

It was Dr. Arvind Subramanian, Ex-Chief Economic Advisor to the Government of India who in his 1st Economic Survey document coined the term – “The JAM Trinity” and said that the potential of Jan Dhan Yojana, Aadhaar and Mobile phone could be harnessed to plug subsidy leaks and ensure a more targeted delivery to those needy.  This was the beginning of Modi’s 1st term during which, the government gave a huge push to opening Bank accounts for the poor through the Jan Dhan Yojana and also advocated the use of Aadhaar for identifying the needy.  However, in the aftermath of Covid-19, I would tweak the JAM Trinity and say that it is the “Quad of JUST” which is helping to keep the bottom of the pyramid afloat during the pandemic.

If you look at the examples I have provided at the beginning, you would realise that even with the unexpected strike of the pandemic, what has been sustaining at least some fraction of the economic activity is a combination of

J (Jan Dhan Accounts) – through which we could transfer money to beneficiaries who are not so privileged like Domestic helps, small time vendors and so on.

U (UPI Platform) – without which money transfer to bank accounts through mobile wallets like Google Pay or PayTM for example, couldn’t be so easy and swift.

S (Spectrum) – as in the advent of 4G which has made data usage cheap and ubiquitous in India

T (Technology) – Without which all these would not have been possible at all.

In this four, I would like to focus on the UPI bit. United Payment Interface (UPI) developed by National Payments Corporation of India was launched in India in April 2016. But it was post the Demonetisation that UPI as a tool got its fillip in terms of adoption and usage. Just look at the numbers. From just 21 banks who were part of UPI in 2016 when it was launched, today it is more than 140. The transaction volumes have grown exponentially from 2.06 mn. in Dec 2016 to 1.49 bn. in July 2020. And in terms of revenue, it has gone up from Rs. 13.17 crore to Rs. 29.05 Lac crore in the same period!!

It’s been so much of a runaway success that Google (which is part of the UPI through its GPay product) has written to US Federal Reserve Board urging it to build a similar faster payment service platform in the US citing the case study of UPI.

As documented very well by Shankkar Aiyar in his book, The Accidental India, in post Independent India, almost all of the successful economic transformations happened as an answer to a crisis. Similarly, the success of UPI in India also, could be pointed towards the cash payment crisis situation that resulted due to Demonetisation in November 2016. While Demonetisation might not have yielded the originally intended objective of the government namely to suck out the black money from the system, I feel that it has delivered or still delivering other positive outcomes.

Among the top is the formalisation of the economy which is a Work in Progress. The huge success of UPI has made conducting business smoother and easier even during lock down times even for the micro business community. At the same time, the added benefit is the expansion of the formal economy where less and less transactions happen through cash.

The last few months ever since the pandemic struck, have been testing times for any country and its economy.  It’s my feeling that after the initial complete lock down phase of two months, Indians have accepted the reality and have started looking at ways and means of getting on with their lives even without any dole from the government in the form of cash support. Purely from the stand point of micro businesses, they have all tried to adapt their business models to at least survive and stay afloat. Accepting orders through WhatsApp, doing home delivery and equipping themselves with online payment options are some of these adaptations. And these may very well stay even after the pandemic is over. In that sense, while the media commentary (when not busy with Sushant Singh’s death that is) could be around doom and gloom due to Covid in India, the common man has learnt to live during the pandemic with the “Quad of JUST” and will to survive.

Postscript: Way back in November 2016, in the aftermath of Demonetisation I had written a post titled Cash Mukt Bharat (Read here) where I had fantasised of an India where cash transactions have reduced completely by 2025. We are in 2020. Looks like many things mentioned in that post have already become a reality.  Amen.

*All names changed.

Pic courtesy: Yourstory.com