Somewhere down the lane, without you realizing success changes your life. While success\money\technology brings lots of new excitement, experiences fulfilling newer needs and desires, it also reduces lot of joys of middle-class life to memories of the past.
Hear are a few middle-class moments we all deeply miss:
Sharing ill-fitted cloths of your elder brother as a kid\teenager. However much you resist it had to happen for expensive terrycot or terlene shirts or even ever lasting Bata shoes. We virtually had to drag feet on rough concrete roads to make rubber burn and make holes in the shoes to get newer one’s or to stop passing on to our younger brothers.
All the siblings to share the same design and fabric for every festival courtesy family tailor who brings a “tann” at a cheaper rate.
Advance booking of textbooks from a friendly neighborhood senior student, if you do not have an elder brother or sister studying in the same school.
How could you escape the Nepaliwalla’s sweater for winters or your mom’s ill-knitted one, which became loose and two sizes bigger to your younger brother after three months of use or abuse?
Coconut oil and Shikakai “Head-bath” is a ritual for every festival and auspicious day in our childhood. Oily head was fine since it’s done on holidays but shikakai homemade shampoo used to burn the eyes and made them red for a day at the least.
Listening to radio cricket commentary and keeping detailed scorecard, not to mention the suffering from Narotham Puri. And of course the ting tongs of “Vividh bharathi “
An excuse of stomach aches to get free taste of Unani medicine.
Homemade Kulfi, sweets and even Diwali crackers, watching adults make firecrackers at home was the most amazing sight of excitement and stealing them while drying was even more exciting.
Life on a terraces is a chapter by itself starting from combined studies to leching girls to sleeping on the terrace in summer nights to family night outs to endless “Antakshari” sessions to stealing “drying vadams & cut mango pieces.
The very best of cheap and best mentality, repair and reuse, make it at home, homemade remedies v/s specialty clinics, Mom & Dads always use to find innovative ways to fulfill needs without spending much money and this very sprits of parents is vanishing very quickly.
I thank my parents, grand parents and my brothers for giving me such a wonderful and humane middle=class-way of life.
Be it Cannes or Goafest, why is it creative agencies steal the thunder from media guys? What is it about awards which brings magical enthusiasm from creative agencies? What can media brothers learn from hated separated cousins?
Believe me I am a neutral party here. I have worked in the same office and shared the same table and mind space with some of the media legends of today to name a few: Shashi Sinha, Ambika, Nandini Dias, George Mathai, Ashish Basin, Lynn, Hiren Pandit, Ravi Kiran and many more, I had the privilege of interacting with them every day,at leat thosedays there were no egos no fighting for credit, just partnership and respect for each other’s talent and thinking.
It pained me when I heard the whispers last night at Media Abby Awards, who deservers more credit or have right to enter a co-created idea. I truly believe advertising is not a solo game, it’s a large team game, often there are more than playing eleven behind the scenes who contribute most. It’s unfortunate to see them not collaborating insted confronting.
As the new leaders grow-up in this new collaborative and co-creative world these differences hopefully fade away soon.
Back to my original point of why creative agencies win more media awards than media agencies?Because of their emotional affinity and proximity to the heart of the brand and the passion for awards and most importantly ideas, media teams look at the scale and innovation while the international juries look for freshness and relavence of ideas. Added to all this is packaging and presentation of ideas make a diffence to winning, creative agencies tend to do a better job of the later.
No wonder Creativeland Asia stole the thunder yesterday by winning 2Golds at the media Abbies as Leo Burnett Sydney did it at Cannes last year by winning Media Agency of the year.
Everyone needs to reinvent him or herself every now and then to make him or her relevant to the changing environment around us. Human needs or brand needs, business needs or even nations are no different from each other.
Early nineties were the most frenziest times I have ever seen in my 33 odd years in advertising. Opening-up of economy, Microsoft & Google revolution, satellite television, Infosys vision and Ganguly’s audacity transformed a timid nation to the most ambitious one in the world today. This change had its own impact on Indian advertising. Good old boy’s comfort zone of 15% commission had come into close scrutiny, lazy bum’s were thrown out, Microsoft and Adobe replaced proofreaders and cut-paste artist, kickbacks were officialized as negotiations and media buyers emerged as new heroes for clients and villains for traditional agencies.
In short 15% been reduced to 10% to the traditional agency and 5% went to media thereby separating media from creative. Today traditional agency is been reduced to just a creative agency for television scripts, clients buy media planning, media buying, digital planning, digital buying, mobile, events, promo, direct, PR, consumer research, insight mining, brand strategy, design even stock images and film production are bought directly.
While the theory of specialization sounded good and arguments of rupee efficiencies were appreciated, clients across the world were caught in a new dilemma, while brand managers can deal with creative TV scripts and brand strategy rest needed specialists (who never existed) Today most of the clients have 10 specialist dealing with content and contact management, while stand alone performances of each vertical is spectacular, collectively they added up to nothing as far as the brand’s emotional equities are concerned hence the emergence of IMC leaders in MNC clients ( Integrated Marketing Communications) who are seeking a single point to orchestrate brand communications. Today it is not surprising to see agencies like Crispin or Droga 5, even our very own Creativeland Asia or TapRoot flourishing as they are offering integrated solutions and orchestration of ideas as opposed to TV scripts by partnering with medium specialist. If big agencies do not get it yet god help them, smaller ones will gulp them and digest them in no time.
Agencies need to go back to 20 years and get champions of ideas. Today what independent small media neutral \ new age media agencies are doing is nothing different from old agencies approach of Integrated solutions to brand communication and orchestration of brand ideas in all mediums.
DeBundeled verticals are getting bundled again in smaller integrated agencies and hope the big ones are listening.
What the heck if pretty girls call me Pops? What’s the fuch if people think I was born in the same year as Zora Sehgal ? What the hell if people try to find similarities between Balki, and me thinking that I am his Pops? What the shet if Arvind Sharma’s driver introduces me as his saheb’s “papaji” ?
It’s not easy being Pops. Yes. It’s not easy to be Big B’s Popsji, Chennai’s Mr.Pops, Miss Universe Sushmita Sen’s Pops, Chiranjeevi’s Pops garu, Balki’s Pops & Tweetaratti’s kvpops. “Baap re” its difficult to take loads of affection, respect and love.
“Pops” made Kondiparthi Venkata Sridhar a brand, and proved to the world, power of naming and branding. Imagine Mr. kondiparthiji. What did I do to deserve to be called Pops?
Simply nothing.
In early 90’s when Chax and I joined Lintas as creative heads of one of their Bombay units, Alyque Padamsee was at his wittiest best when he hired an ex- military Major as chief administrator. Now one can imagine the hierarchy and bureaucracy ruling the floors of Express towers.
In such an office there was a quite shy-ish six-foot young copywriter named Sridhar existed. Since the culture did not allow bosses to be nicknamed, poor little baby-faced Sridhar was christened as “Baby Sridhar” and me, months later by default became “Papa Sridhar” and then came a livewire called Asha Rishi an account executive who started calling me Pops.
By virtue of my personality people felt it’s an apt description of me. Chax my partner in crime need to take some blame for not resenting in fact he started a chain of jokes on Pops. Around mid 90’s advertising and marketing media suddenly became big and they took up the mission of making Pops stick in people’s heads.
In old day advertising guys used be real characters with some quirkiness, Alyque with his diction, Kersy with his suspenders, Chax with his Gandhi glass and signature beard, Piyush with his handlebar mustache, Prahlad with his cigars and hat, since I had none, “Pops” helped me to be remembered.
All jokes apart, the changes that came along with the name Pops are: made me look wiser, acquire patience, forced me to listen to people and lend my shoulder, made me stop leching at young girls once they call you Pops. Convinced me to adopt young talented kids and above all reminds me to make my bucket list every morning.
Many years back my partner Chax used to have a poster in his office, which read as follows: ” If you do not find space on the floor then use the ash-trey.” the same sounds true to Indian cricket broadcasting ” if you do not find ad spots then run live cricket.”
Strange isn’t it. Being an advertising person to hate ads in a cricket telecast, point is not my obsession for cricket; in fact it’s for advertising. People who watch cricket are passionate about cricket and they are mature enough to know the role of ad revenue in cricket broadcasting, it is when ad spots cross the line, it’ gets destructively irritating and broadcasters have been doing this consistently last couple of years. Who will lose in this? Viewer, broadcaster or the advertiser?
I guess you do not have to be a genius to figure out that the advertisers are going to lose out for annoying the viewers and loosing ethical and emotional stature with the viewer/ consumers therefore lose certain emotional equity of the brand advertised. It’s like an irritating pet throwing ball at you urging you to play when you are making love to a women.
I appeal to all my dear clients not to make their ads work against them by placing in an over booked slots and to my dear media planners not to get carried away by the TRP’s and OTS, please also keep in mind brand values and look at people in the context of cricket passion this session.
Most of the enlightened brands today stopped doing “Ads” and started doing “Acts”, Ads usually chest thump about how good they are and propagate their superiority in all media channels. Acts on the other hand are the deeds brands do in public domains and are neutral to paid media channels or they put up their act in real life rather than communicate through paid mediums.
Brands today try to behave in a selfless manner and propagate certain values to emotionally connect with like-minded people, like Tata tea never asks you to buy its branded tea instead urges you to be awakened to the responsibilities of a citizen. This action or the behavior of a brand makes you want to connect and live alongside.
Human like behavior of a brand is what Leo Burnett terms as “HumanKind Brand”, brands are trying to find its purpose of existence in people’s lives so that they can play a meaningful role and become a part.
Thus to make this journey possible brands can’t fake things as fake friends are not difficult to spot, they need to be honest and earnest therefore they must “Act” the way they promise.
Now you know the power of ‘Acts” here are some powerful and earnest “Acts” put-up by Indian Brands in 2010:
Gillette “Shave India movement”- by women against lazy stubble.
Women prefer “clean-shaven men” is a universal truth. Men are dumb and they never get it, they all want to look macho by sporting a stubble. This insight had led to an inspired “Act” of “Shave India Movement”
Around November last year “Shave India movement”- by women against lazy stubble was announced and launched by sexy sirens of Bollywood: Neha Dhupia, Manisha Lamba and Mugdha Godse forcing men to get shaved, thousands of women joined soon in the protest against men with stubble. Television and social media transmitted the idea like wildfire, soon shaving camps were organized, media started ridiculing men with stubble forcing them to shave, in the midst of all this Gillette launched its cheaper Mach-3 razor for 125 rupees.
Bravo BBDO, Mediacom and Proctor & Gamble!
Hippo “Crowd Sourcing” on twitter.
Creativeland Asia and Parle Agro had an innovative solution for a complex distribution problem, they appealed to the tweeters to report to them if they have not found “Hippo” in the neighborhood shop and promised to make it available in an hour’s time. Curious tweeters reported and participated in the drill actively making the brand more fun and inclusive.
This cleaver “Act” not just saved the brand’s distribution or inventory problem but also created a bond with the consumers and made a statement to the young social media audience how innovative, young and agile they are!
“Aman ki Asha” an Initiative by Times of India & Jung Group Pakistan.
What can one say to an ‘Act” like this? Mahatma Gandhi would have been proud. Two nations have been fighting bitter wars since 1947 while the majority of the people in both the nations want to live in peace and harmony. Two huge newspapers take plunge of propagating peace in the midst of terror and distrust. Teachers, artist, businessmen, filmmakers, intellectuals, poets, actors, scientist and commoners all came together to exchange ideas and peace messages.
This “Act” I believe had re-kindled the love and affection this two nations once shared.
Virgin Mobile: “Indian Panga League”
When you want to be young and happening what do you do? Simple. You behave like one. Virgin had a choice of hiring a lesser cricketing star and do a conventional 30 seconds spot or think little different. They chose to do the later and took the trouble of going the extra mile by behaving little “hutke”.
Indian Panga League is launched for the IPL session-3 is a complete digital campaign with 100 viral films on YouTube and the website, allowing young fans to take friendly pangas with their buddies supporting rival teams, this generated huge participation on the micro site over 1 million visitors, 500,000 views on YouTube and 3000 fans on Facebook. Bates and Virgin’s choice proved to be the right one, young janta went berserk.
Gandhiji Font.
To commemorate Mahatma Gandhi’s 141 birthday, Leo Burnett had decided to create a special font designed from his iconic spectacles to enable a young nation to see Mahatma’s vision. This “Act” will take wings, once the ambitious project get into top gear by launching the font in all 16 Indian languages, currently Devnagari, English, Marathi and Telugu are available awaiting for a symbolic gesture of dedicating to the nation by The Government of India.
The ambition of this project is to make mahatma’s vision relevant to younger generation especially by using digital space to connect.
In the land of Mahatma Gandhi the “Act of Acts” is no new discovery, the symbolic “Salt Production” was an “Act” to bring behavioral change, so is non-co-operative movement. Imagine Bapu trying to explain the significance of freedom in a long copy ad than to a metaphoric act of salt making”
After a public outcry on the social media, “GAP” withdrew its modern logo and brought back classic blue box. Couple of days back Airtel launched its new logo and again it’s the social media, which has been critical, harsh and unkind, before we get into merits and demerits of the opinions, lets look at what goes behind designing a logo and how to judge one. Because consumer outcry is one thing industry peers is another thing.
To be fair I just want to gently remind our tweeting and status-updating judges the parameters to judge a good logo and view the design in the context of a telecom brand. Iconic logos have a simple yet magical qualities of evoking an emotional response in you for instance when you look at the golden arches of McDonalds you feel happy and hungry at the same time. Ever thought why this happens? It’s the colors, which does the trick. Yellow arches make you smile while the red McDonald’s background makes you feel hungry. It’s unbelievably true that the color red makes your blood pressure soar and also makes you feel hungry.
When you judge a logo you need to keep five simple things in mind:
Symbolism: The symbol used should signify and communicate something about the brand’s ambition or vision in a clearly identifiable way while keeping the historic, cultural and category relevance in mind.
Style: The style should communicate the personality or functionality or special attributes of the brand like: indoor, outdoors, cleanly, orderly, open, friendly or a closet.
Typography: Type should communicate certain feel and vision of the brand. Type should tell you weather the brand is stiff or flexible, bold or fragile, feminine or masculine and so on in an instant way.
Relationship: The graphics, icons, type and color used should have a relationship with the target group and company values, goals or aspirations.
Color: Colors used should represent and relate to the business and its aspirations. Color should communicate the intended message or emotion instantly.
Now lets keep these parameters and look at some telecom logos thru my point of view (not the creator’s):
Vodafone: Uses speech mark as a symbol to communicate about the brands ambition. Needless to say how simple it is for the people to comprehend and connect with the brand and the category. Styling of the graphics is near perfect to represent the preciseness with its orderly alignments and placements. Typography is bold, confidant yet very friendly with its lowercase usage. Red is the color of passion and action provides energy and excitement to the brand. Overall all the elements are used to perfection and a classic example of art and science of design coming together. Logo designed by Brand Union.
Uninor: Inspired by nature and its role in innovation in Scandinavian culture this propeller like symbol was designed to communicate the delicate balance of movement and change. Uses a very purposeful tranquility feeling by delicately designing the symbol and the typography. Very delicate thin san serif font used to enhance Scandinavian design esthetics. White, blue and black are used in the identity to enhance the “Inspired by nature” feel.
Docomo: Uses its name that means “every where “in Japanese (DOKOMO) this logo designed for the Indian market to communicate “Do the new” hence fun typo design keeping in line with the brand promise. Styled to perfection to connect with youth and VAS users. Graphics are designed for flexibility to be used freely. Colors are young and vibrant bring in fun and energy. This logo keeps the evolution of the consumers in mind to bring in flexibility for co-creation by the consumers. Designed by Wolff Olins of London.
Airtel: Uses alphabet “A” in lowercase in a very causal yet dynamic way, spiraling “a” almost gives you a feeling of a tornado, generating lots of kinetic energy. Styled in a vibrant youthful way to communicate to the changing Indian consumers. Typography is youthful and inviting by using lowercase and reiterating its values of friendly approachable service. Color red used for depicting energy and passion of the brand. Designed by Brand Union again.
Designing or judging logos is a very difficult task especially for telecom, which deals with more interfaces and touch points than an airline. Redesigning and implementing a new identity is a mammoth task, takes months to reach every circle leave alone the streets. While the new Airtel logo may just have fallen short of critic’s expectations, it may well create enough excitement in the market, who cares for critics who are interested in what could have been done and in the missed opportunity? When people embrace the change with open arms.
Sometime I feel ashamed to introduce myself as creative, Ad guys are the most pompous lot they alone title themselves as creative. Tell me who is not creative? Engineers who design innovative combustion chambers are not creative? Con men of Mumbai who run ticketless travel insurance are not creative? Mothers who invent new ways of giving concocted medicine to kids are not creative?
All of us are creative and talented in our own way but than why some succeed? What does it take to be a successful creative person in advertising? Is it the ability to write, think or connect? Or is there something above all this?
Indeed there is.
As kids all of us have painted, played some sport or other, sang songs, danced to the tunes of Jackson, made interesting faces in front of mirrors, wrote poetry to impress girlfriends\boyfriends and told cock and bull stories with innovative twist, didn’t we?
It’s all about relentless pursuit of chasing what we enjoy most, if we were to continue to paint may be if not MF Husain at least we would have become a Laxma Goud, If not Sachin at least a Parthiv Patel isn’t it?
Now coming to the point, What if didn’t chase any of the above and what if we didn’t grow-up at all? Simple. We would become a successful adman. Yes indeed “Enthusiasm” is key to success in advertising that too child like enthusiasm! At 55 can you get excited about motion control games? At 45 can you get excited about two extra spark plugs in an engine’s combustion chambers? Can you get excited about milk proteins in toilet soap?
I believe if you are excited you can excite anyone exactly the effect a kid can have on you if you are watching Powerpuff girls for the 20th time. If you don’t get a hard-on when you discover that your product is 0.3% better than the competition than you are not on.
Apart from your ability to write, visualize, tell a story, use experiences and observations from life, your zest for life is as important. If you can connect like a grand mom, posses crooked ways to find a solution and have a relentless urge to remain in the limelight like a superman than it’s your turn to be an adman.
Planning has been a child of misery in India since its inception three decades ago. Account Planning: the most misunderstood and abused word in advertising and marketing.
Positioning by Al Ries and Jack Trout started changing things in strategic planning and consumer targeting in advertising in early eighties. From sheer number of brand recalling exercises to salesman copy to funny jokes to lifestyle semiotics’ to UPS’s; advertising was on a superlative & superiority claim trip. Focus began to shift from manufactures to consumers. Advertising agencies needed to acquire new knowledge to stay ahead thus Account Planning was invented from the rubble’d egos of strategic thinkers or overpaid management graduates.
First animal of such kind to descend on Indian Advertising was: King “Sattar Khan”. He was the first official “Account Planner” in India. JWT than HTA was the first agency to see the future of consumerism in this country and the power, potentially people can posses in controlling brands. Thompson Plan started questioning: where are we in the market? to where are we in the mind?
This shift in thinking lead to an influx of planners in India and every agency worth its salt was in a hurry to appoint account planners and start the planning department to get this unknown advantage. This hasty turn of events lead to insecurity amongst account directors thereby confusion over the territorial powers prevailed. Hostile welcome by account guys made planners align themselves with less insecure creative guys. The cold war still continues between Planning and account guys not understanding each other roles. Mind you in 80’s agencies had many services including media planning, media buying, research both qualitative and quantitative, data analysis so on so forth. Accounts guys were like ring leaders controlling all this information and therefore by default they were the knowledge leaders or strategic thinkers.
The untimely coincidence of de-bundling of advertising services and so-called planning thinkers reduced the power of account guys. Therefore planners were never welcomed. On the other hand planners for the first time started to have a conversation with creative on the softer aspects of human beings and their behavior. This common interest bonded creative and planning together, as planning started to power creative’s with human insights, creative’s started to create brands like Taj Mahal Tea, Asian Paints, Hero Honda , Cadbury’s and Iodex’s in this country. This nexus between creative and planning produced some of the most powerful advertising in Indian history in the 90’s.
I was one of the few fortunate one’s to work with legendary planning minds like Sattar Khan, Dharen Chedda, Anand Halve, Pranesh Mishra and Rajeev Sharma. I owe most of my success to them.
But 2000’s had a very different story to unfold. As consumer insight planning became significant, cleverer creative guys started to generate and use their own insights, which marginalized planners contribution and last decade also saw creative’s taking leadership roles and therefore over ruling planners intuitive thinking. Today planners are back to the same point, as they were in late eighties not wanted whole-heartedly as creative’s feel they could generate insights.
Now the point is planners are selfless guys represent the consumers or people’s voice, which in reality no agency is interested in. Planning job is a bit like KBC every one thinks they know it.
It is unfortunate that in an era, which is termed as people’s era, has very little respect for the people who understand people. Only glimmering hope are the creative leaders and visionary marketers who can save this dying precious breed called “Account Planners”
Believe you me; Planners are creative director’s creative directors.
When I googled “Tiger”, I got more info on Tiger Woods than Bengal tiger. I grew-up with zoos and circuses, I had no awareness or guilt in watching and marveling at captive animals. My children are different, they are more aware of environmental issues than me as a kid, thanks to their schooling, teachers and media. They refuse to see animals in zoos and circuses; I had to buy bluray “Planet Earth” series for them to watch animals up-close.
I visited Sunderban National Park and Tiger Reserve in West Bengal, last weekend with my son. At last I wanted to fulfill my desire to show my son a tiger in its natural habitat than much hated zoos. Sunderbuns is a vast delta with confluence of three great Indian rivers: Ganges, Brahmaputra and Meghna spanning over 10,000 sq kms with exquisite waterways, mudflats and numerous small mangrove islands.
I had been psyching my kid to be patient in spotting an animal (as he was set with his 200mm zoom camera to click panthera tigris tigris), our hired boat sailed hours together without any luck of spotting any other animal apart from monkeys, after six hours our guide from the forest department declared that the water tide was too high for the tigers or for that matter any animal to come out and advised us to visit in winter mornings as the animals come out toward the waters to sun bath and as the tide is usually low in the mornings. Helplessly we headed back.
Project Tiger was launched in 1972 to conserve the nation symbol from extinction. According to my well-informed forest guide tiger population in the country came down from 3642 in 1990 to present 1411. As per the legend he adds there were over 100,000 tigers in the world a century ago. With hung jaws we listened to the expert of the world’s largest tiger populated forest.
When I posted our status of not spotting a tiger on the Facebook; one of my friends responded by saying “Pops you may not have spotted a tiger but certainly it would have spotted you” This comment left me thinking whether I should have taken my son to this fenced mangrove islands to see the most precious and endangered species at all? Why can’t we let them live the way they are meant to live? Why this voyeurism?
Last night we were lisining to David Attenborough again.
When I got married and moved to Bangalore my 70-year-old landlord and his 65-year-old wife were waiting for us at the bungalow we hired to bless us. My one week old wife was happy that a couple who were married for over 40 years are blessing us.
Little we knew that the secret they were about to share would change our lives. The couple asked us “who’s decision was it to move to Bangalore?” I gleamingly said 50:50 pointing both of us. The couple took us aside and shared the secret: “ Partnership is not about being 50:50, it’s to know when to be 30 and when to be 70.”
Like in life even at work this principle works brilliantly. Good partnerships thrive on pushing each other and to know when to push and when not to. Like spouses, partners do not have to be politically correct or worry about emotions at that point in time.
Such successful partnerships in advertising in India are: Chax & Pops (me). Piyush Pandey & Sonal Debral, Neville & Josy Paul, Naveed & Freddy, late Mahesh & Rajiv and now Aggi & Paddy.
Forging a partnership allows you to have mutual trust and respect, I have had forged many in my career which helped me in creating iconic work apart from Chax the significant ones are with Balki at Lowe, Agnello at Lowe and leo Burnett, Arvind Sharma & Rajeev Sharma at Leo Burnett, Ramathkar started at Enterprise in 90’s and still continuing, Ganesh Mahalingam at LG. Dharen Chedda at JWT.
Partnerships are like friendships: “selfless” all the time, this allows you to accept any criticism or ideas with equal enthusiasm. Usually we think clients, bosses, celebrity filmmakers and film and sports stars are monsters and are out to get your life like “Yamdharmaraj”, which is fortunately not true.
Ganesh Mahalingam of LG used to approve scripts on phone and sms’s which allowed us to create over 50 commercials in a calendar year to take the brand LG over 3000 corers. Look at Rajiv Rao and Varma their partnership is creating magic for their band and consumers, Piyush & Prasoon created magic on Fevicol as siblings often do. Balki’s partnership with Amitabh Bachchan is proving to be as potent as Saleem & Javeed of 70’s.
Partnerships can also help in strange ways as Balki’s youth did to me; I had difficult time to match up to his energy levels. No wonder people say never marry a girl half your age…
Now that I stand exposed of my crimes and partners. Amen.
India might be the oldest and the most successful democracy in the world but it’s really the last decade, which empowered people. As the social media and Internet revolutionized the way people lived and behaved in this country. Its media which empowered the people from Tehelka to the resent CWG exposures to Mumbai blast coverage to ugly money display in parliament to cricket scandals to reality shows to pink chaddies to meter jams, by making public opinion count, aam admi is the king today decides who can do what and when and how.
This is the beginning of “Democracy 2.0”. Empowered by 650 million mobile phones loaded with FM radio’s and over 200 million traditional radio sets new revolution is about to begin in the real India from an unexpected medium called Radio.
What Facebook and Twitter are doing to urban India, radio can do to rural India, only if the government were to wake up and allow community radio to spread like wildfire.
Pandit Nehru put pressure on radio to help in “Social modernization” of independent India. How true? Social modernization can only be achieved by debate and exchange of ideas between people, every revolution in the modern world used radio to propagate and influence people to their ideologies including Netaji Bose.
Linguistic diversity is never been respected as mush as it should in India, we have always looked at India as three-language nation: Hindi, English and Tamil. What can we do to a country where a dialect changes every 24 kms? Radio might just be the answer.
