Evolution of Advertising: From Selling Products to Building Brands

Subhendu Ray

Over the years, the advertising industry has undergone significant changes, and the it is presented to the public has changed dramatically. In the past, advertisements were seen as a tool to simply sell products and services, but today they have evolved into being an integral part of the brand-building process. This has led to a change in the way advertisements are designed and presented to consumers.

One of the most significant changes in the industry has been the emergence of social media. Social media platforms like Facebook, Instagram, and Twitter have become incredibly popular, and companies have started using them as a cost-effective medium for advertising their products. This has allowed companies to create more targeted advertisements that are designed to appeal to specific groups of people.

Social media has played a significant role in the growth of the advertising industry in India. The number of social media users in India is expected to reach 448 million by 2023, making it an attractive platform for companies to advertise their products. In 2020, the digital ad spend in India grew by 10%, with social media advertising being the second-largest contributor.

Another trend in the advertising industry has been the rise of influencer marketing. Companies are collaborating with influencers who have a large following on social media, and these influencers then use their platforms to advertise products and give their reviews and experiences. This has made reviews and ratings an important part of the advertising process.

According to a report by Influencer.in, the influencer marketing industry in India is expected to grow to INR 2,200 crore (approximately USD 300 million) in 2023.

Storytelling has also become an essential aspect of advertising. Companies are now using stories that resonate with the audiences and create a more emotional impact making their advertisements more relatable. A good brand story draws the attention of potential customers and helps in developing trust, which eventually leads to enhanced brand image.

By telling the story of a brand in a compelling way, companies can create a more significant impact on potential customers and build trust in their brand.

For example, the "Daag Ache Hain" campaign by Surf Excel portrays the message that stains are a part of life and that children should be encouraged to play and explore.

In addition, product placement and integrated advertising are becoming popular in India. Advertisements are being integrated into television shows and movies, creating a more seamless and authentic experience for the audience. For example, in the movie "Dear Zindagi," the character played by Shah Rukh Khan is a therapist who uses a specific brand of tea in his sessions, which helped promote the brand in an authentic way.

Overall, the advertising industry in India is evolving rapidly, and companies are adapting their strategies to stay relevant and effective in a changing market. A unique emerging trend is that advertisements are becoming an integral part of the main story in reality shows, serials, or part of an RJ’s narrative in FM radio channels. This helps to make advertisements more creative and innovative and also helps to build valuable brand awareness in an authentic way.

This is quite evident that the advertising industry has undergone significant changes in recent years, and these changes are likely to continue in the future as well. As new technologies emerge and consumer behavior evolves, companies will need to continue to adapt their advertising strategies to stay relevant and effective. Advertisements that are designed to be emotionally engaging, relatable, and authentic are likely to be the most successful in the years to come.

 

Travelogue: "Vietnam's Socialism Provides Greater Social Security"

 Subhendu Ray

At a time when socialism seems to be losing its essence in India and communal harmony is being greatly compromised, a short visit to Vietnam has given me a unique exposure to a country that prioritizes social security for its citizens. Vietnam, led by a Communist government, has been fighting to develop the country based on socialist ideology since its establishment.

What sets Vietnam apart from other Southeast Asian countries is its focus on social security. Vietnam has a social security system that provides basic healthcare, education, and pension benefits to its citizens. The government is committed to investing in public services, including healthcare and education, to improve the quality of life for its citizens.

Today tourism emerges as a significant factor contributing to Vietnam's economic growth. The improvement in air connectivity between India and Vietnam has made the country a prominent pocket-friendly tourist destination. The country has been able to develop its tourism industry, offering beautiful landscapes, historic sites, and a rich culture to visitors.

During my recent 8-day visit to Vietnam, I saw how the government's commitment to social security has resulted in a strong sense of community among its citizens. People seem to have a deep respect for their government, and there is a sense of unity and common purpose among them. The country's focus on socialist principles has helped create a society where the government is seen as a partner, rather than an adversary, in the pursuit of a better life.

Vietnam's experience shows that socialism can be a viable alternative to the dominant economic model of neoliberalism. While there are certainly challenges associated with socialist governance, Vietnam's success in achieving social security and economic growth suggests that it is possible to strike a balance between economic growth and social welfare.

Vietnam is undoubtedly a unique travel destination with a rich history, vibrant culture, and friendly people. Our trip was filled with fascinating experiences, from exploring the bustling cities of Hanoi and Ho Chi Minh City to discovering the serene beaches of Vung Tau and Long Hai and the tranquil Mekong Delta in Cambodia. The country's economic growth and focus on social security are notable, and the hospitality of its people is remarkable.

One of the highlights of our trip was the cruise ride in Ha Long Bay, which was awe-inspiring. The Thang Long water puppet show was another unique experience that showcased the country's cultural heritage. The military history museum and the Imperial Cathedral in Hanoi provided a glimpse into Vietnam's past, while the Ben Thang market and Independent Palace in Ho Chi Minh City offered an insight into its modern-day lifestyle.

The people of Vietnam are courteous, respectful, and always willing to lend a helping hand. We were impressed by their love and pride for their country, which was evident in the way they maintained cleanliness and orderliness on the streets.

The motorbikes, which are ubiquitous on the roads of Vietnam, are a unique feature of the country. It was fascinating to see how the traffic flowed smoothly without any honking, despite the huge number of motorbikes. However, it is essential to note that traffic accidents remain a significant concern, and the country is taking measures to improve road safety.

As a non-vegetarian, I was excited to try out the local cuisine in Vietnam. While I enjoyed some of their delicacies like pho, coconut tea, and coconut ice cream, I was not entirely satisfied with some of their other famous dishes. Therefore, we had to look for Indian restaurants like Namaste Hanoi, Namaste India, and Banana Leaf.

Our new year's eve at the Walking Street was a memorable experience, and we were amazed to see how clean and tidy the street was, despite the thousands of people who had celebrated there the previous night. Overall, our trip to Vietnam was an eye-opening and enriching experience that left us with many fond memories.

My visit to Vietnam has given me a unique perspective on a country that is committed to socialist principles and is reaping the benefits of its investment in social security. The country's focus on public services, such as healthcare and education, has created a sense of community among its citizens that is inspiring to see. As India struggles to maintain communal harmony and revive the essence of socialism, Vietnam serves as an example of what can be achieved when a government prioritizes the well-being of its citizens.

 

 

Singhu stages a republic of protest

Subhendu Ray

Subhendu Ray

The phrase "United we stand, divided we fall" was first said by John Dickinson, one of the founding fathers of the United States. Today, this phrase can be seen in action at the Singhu border, where thousands of farmers from Punjab, Uttar Pradesh, and Haryana have been peacefully protesting for two months against three farm acts passed by the Indian parliament in September 2020. Despite the lack of adherence to COVID-19 guidelines, no positive cases have been detected among the protesters. The protest has become the largest in human history, with people of different backgrounds and ages coming together in solidarity.

The protest is not without its critics, with some dismissing it as a politically motivated movement to defeat the Modi-led government. However, the Singhu border protest is a testament to India's cultural brotherhood and unity in diversity, which has been compromised by religious intolerance, social inequality, and economic deprivation. The farmers' movement shows a gesture of solidarity and interdependence between groups, extending beyond mere inclusion.

The protesters have shown incredible selflessness and unity, with no shortage of food, shelter, medical aid, and other basic amenities needed for a decent life. Sikh protesters from different parts of Punjab dominate the movement and sweep the roads every hour, keep the makeshift toilets clean, and maintain hygiene while cooking and serving food. Volunteers from across India have come to extend their services for free, providing services like ironing, washing clothes, tailoring, and running makeshift kitchens to feed the revolution. Many have left their well-paying jobs to volunteer at the protest site full time.

The Singhu border protest is not just a movement of farmers but a movement of all Indians. As one protester put it, "This is actually not a movement of the farmers. This is a movement of all Indians." People from different walks of life are fighting for a national cause, inspiring others to stand in solidarity. The protest is a reminder that unity and interdependence are crucial in overcoming divisive times.

Coronavirus: a lifetime lesson for humanity

Subhendu Ray

The COVID-19 pandemic has brought the world to its knees, creating a new normal of fear, isolation, and lockdowns. The human race, once considered invincible, has been humbled by a tiny virus that has taught us a lesson about life and exposed the fall of man. Despite our advances in science, technology, and weaponry, we have become timid and frightened living beings in the face of this pandemic. It is a stark reminder that above all is humanity, none else.

Centuries ago, the poet Sri Chandidas wrote these words, "Shobar upor manush shotto tahar upore nai" which means, “Above all is humanity, none else.” Is it still true? Certainly not. Today, humanity is facing the biggest challenge ever, a challenge of survival, livelihood, and above all global recession. Today, it is proven again, nothing under the earth is above nature.

COVID-19 has exposed the fragility of our human existence, reminding us that nothing is above nature. When the virus first emerged in China, we thought it would not impact India much, but it came with a vengeance, turning our nation into a valley of death. Locked in our homes, we are all struggling to survive, whether rich or poor.

The pandemic has humbled us, teaching us several lessons along the way. We have learned that money cannot buy everything, especially not life. We have learned to appreciate the simple things in life, like the beauty of the natural world. We have also learned that science is above faith, beliefs, and religion. In the face of a pandemic, we are all simply helpless humans.

Despite the despair and uncertainty that COVID-19 has brought, there is hope on the horizon. Many nations, including India, have claimed to have developed a vaccine that could bring an end to the pandemic by early 2021. This pandemic has been a great teacher, reminding us of what is truly important in life and forcing us to reevaluate our priorities.

As we look to the future, we must remember the lessons of COVID-19 and never forget that above all is humanity. We must come together as a global community to ensure that the world is better prepared for future pandemics and that we do not repeat the mistakes of the past. We must learn to live in harmony with nature, rather than trying to dominate it and embrace the values of compassion, empathy, and kindness. In the end, it is not our power or wealth that defines us, but our humanity.

Hairy tail

Subhendu Ray

Hair loss is a common problem that many people face, and they often wish they could reverse the aging process that has naturally taken a toll on their hair growth. However, for many individuals in certain parts of India and Bangladesh, hair loss is a blessing. This may seem strange, but it is true. In this blog, we will explore how hair loss is earning a livelihood for hundreds of families on both sides of Indo-Bangladesh border.

Cross border smuggling of hair has become a new trend in some villages of North 24 Parganas, Murshidabad, and Nadia districts in West Bengal. Hairs are either smuggled from Bangladesh or collected from bordering Indian villages and sent to many wig manufacturing units. Hundreds of people, mostly women, in bordering areas in Bongaon sub-division of North 24 Parganas in West Bengal are actually surviving on lost hair.

According to Palashendu Roy, convenor of Charuigachhi Light House Society, a community-based NGO in Bongaon that works on border issues, “Many people who were involved in cattle lifting and human trafficking before the border was fenced, have started smuggling hair from Bangladesh.” Karimpur 1, Karimpur 2, and Hanshkhali are some of the districts in Bangladesh from where hair gets smuggled to India.

“It is easier to smuggle hair from Bangladesh as BSF men generally do not harass them for smuggling of hairs. Besides, it is also easier to throw them over the fences as the sacks full of hairs are very light in weight,” said a hair smuggler, who requested anonymity.

Hairs are collected from many villages in Bongaon subdivision, including Charuigachi, Boaldaha, Kalmegha, Aropota, Arshingri, Tangra Colony, Sutia, Bashghata, Banglani, and Begamgram villages.

“We have hawkers who collect hairs of women from many villages bordering Bangladesh. They buy a kg of hair for Rs 1000 to Rs 1200. However, for less than a kg, one has to exchange them with kitchen utensils. Finally, these go to wig manufacturers for Rs 1800 to Rs 2000 per kg,” said Palash Chattarjee, a hair dealer of Bongaon.

Collecting lost hairs of women and selling them to wig manufacturing industries in Murshidabad, Beherampur, Lalgola, and other parts of the country has become a lucrative business in these bordering villages, said Toyeb, a hawker.

Sulata, a villager from Tangra Colony in Bongaon, said: “For the past three years, we are living on lost hairs. More we lose, more we earn.”

Hair loss is a source of income for many families in these areas. It is essential to note that this practice is not only illegal but also exploitative of women's bodies. Hair smuggling is just one of many illegal activities that occur at border areas. Such practices often lead to exploitation and harm to vulnerable people.

Hair loss, a common problem for many, is a source of income for some. Hair smuggling is an illegal activity that occurs in certain parts of India and Bangladesh. Although it may seem like a strange practice, it is a harsh reality for many people. It is crucial to find alternative, legal sources of income for these communities and discourage such exploitative practices.

Chitmahals Become Safe Haven for Militant Groups, Threatening Regional Security

Subhendu Ray

The Indian enclaves, also known as Chitmahals, along the Indo-Bangladesh border have become a safe haven for Indian and Bangladeshi militant groups due to their unique geographical setup. The enclaves are surrounded by Bangladesh on all sides, making them detached from the Indian mainland, and therefore inaccessible to Indian police. At the same time, since these enclaves are legally part of Indian territory, Bangladeshi forces are also bound to stay away from them. This peculiar geographical setup has made these enclaves the perfect location for militants to set up training camps.

Intelligence reports suggest that there are about 130 such enclaves that have become the go-to spots for militant groups like the Kamtapur Liberation Organisation (KLO). The militants operate with impunity from these enclaves and often organize attacks that have led to the displacement of residents of nearby villages. Despite this, the Indian government has been reluctant to address the issue and has failed to provide basic facilities such as citizenship, voting rights, education, healthcare, and social security to the residents of these enclaves.

Moreover, the political parties of Bangladesh have been demanding a full-time open corridor for Bangladeshi nationals through the Teen Bigha corridor, which was established in 1992 to allow Bangladeshi citizens to cross it. However, despite increasing demands from the Bangladesh government, the Indian government has allowed only a 12-hour window for crossing the corridor. Bangladesh has also refused to allow a 3-km long Tetulia corridor for Indian nationals, causing further tensions between the two governments.

The situation is complicated, as the deprived Chitmahal dwellers are caught in the middle of this dispute. While the militants continue to operate from these enclaves, the residents of these areas are unable to access basic facilities and live in constant fear of attacks. The Indian and Bangladeshi governments need to focus on addressing the issues faced by the residents of these enclaves and come up with a solution that would prevent the growth of militant activities in the region.

The Indian enclaves along the Indo-Bangladesh border have become a hotspot for militant activities due to their unique geographical setup. The Indian and Bangladeshi governments need to focus on the residents of these enclaves and come up with a solution that would prevent the growth of militant activities in the region. It is time for both governments to work together to ensure the safety and security of the residents of these enclaves.

Policing via social networking

The latest updates on Delhi's traffic condition are just a click away now. Delhiites can get in touch with the Delhi Traffic police through popular social networking sites such as Twitter and Facebook.
By logging on to Twitter, you can get to know about the con- dition of Delhi traffic, which roads you should take and which to avoid, to reach your destination.
By logging on to Facebook, you can share your views on the traffic management initiatives. The rising Internet penetra- tion among Delhiites has prompted Delhi Traffic police to go the social-networking way.
And the innovative idea seems to have clicked.
"People have started com- municating with the traffic police through Facebook and Twitter in bulk," said a senior traffic police officer.
"Through Facebook, we pro- vide information about new plans, initiatives and challenges, and also make the users aware about the traffic situation in the city. Besides, we seek sugges- tions, reactions and views from responsible citizens of Delhi," said Satyendra Garg, Joint Commissioner of Police (Traffic).
"Through Twitter, we update them about events, processions, rallies, road congestion, acci- dents etc. The management of traffic in Delhi during the forth- coming Commonwealth Games is a big challenge as well as a great opportunity," he said further.

The story appeared in Hindustan Times on May 17, 2010.

Link: epaper.hindustantimes.com/ArticleText.aspx?article=18

Now, match-maker RTI

Subhendu Ray

Gone are the days when parents of eligible girls would visit a prospective groom's office to find out about his salary and job profile. With the rise of technology and easy access to information, parents are now taking the help of the Right to Information Act to seek such details.

Recently, the RTI cell of Delhi Metro Rail Corporation (DMRC) received some queries seeking details about the job profiles and salaries of its bachelor employees for matrimonial purposes. Some applicants also asked whether the employee had shown himself as married or single. This shows that parents are becoming more informed and tech-savvy in their search for the right match for their children.

However, the DMRC officials made it clear that they only provide personal details of an employee's salary with their consent. This is in line with the privacy concerns of employees who may not want their personal information to be made public.

But Delhi Information Commissioner Shailesh Gandhi believes that the pay details of a government employee cannot be treated as personal information and should be made available in the public domain. He argues that even if the details are being sought for matrimonial purposes, Public Information Officers (PIO) should provide them to the applicants.

This was evident when Shivkumari Kashyap, a Chhattisgarh resident, sought pay particulars of her husband Baldev Singh, an employee of South East Central (SEC) Railway, who got married for the second time. She suspected that Singh had entered the name of his second wife in his service book and used the RTI route to gather details.

While some may argue that salary details should be put on the official website, the fact remains that the RTI Act is a powerful tool for citizens to access information that would otherwise be difficult to obtain. With more and more parents using the RTI Act to gather information for matrimonial purposes, it is imperative that there are clear guidelines on what information can be made public and what cannot be.

The use of the RTI Act for matrimonial purposes shows that parents are becoming more informed and tech-savvy in their search for the right match for their children. While there are privacy concerns that need to be taken into account, it is important to strike a balance between privacy and transparency in the public domain. The RTI Act is a powerful tool that can help achieve this balance, and it is important that it is used responsibly and effectively.

Save Robin Hood’s Sherwood Forest

Subhendu Ray

At a time when deforestation is a major concern in many parts of the world, the residents of Nottingham in the United Kingdom have set an inspiring example by coming together to save the Robin Hood's Sherwood Forest. With a total of 997 oaks that are more than 600 years old, this forest is a true natural treasure that needs to be preserved for future generations.

The residents of Nottinghamshire have taken up the challenge to save the forest by planting as many oak trees as possible within the next three years. They aim to make the forest as dense as it was and ensure that it remains a home for the 997 oaks that currently call it their home. Each oak will be named after the town, city, or county that had nurtured it, making it a truly community-driven effort.

What is even more impressive is the level of commitment and transparency that the local authorities have displayed in this drive. The media, city council, and public and private organizations have joined hands to make the 'Save Sherwood' drive a success. They have raised funds aggressively and are constantly updating citizens on the progress of the project and the break-up of expenditure plans. They are also seeking suggestions from citizens, making it a truly participatory effort.

It's not just the local authorities and organizations that are involved in this project. Even celebrities like Tim Smith have joined in the mission, dressing up as Robin Hood and presenting saplings to civic officials in different cities. This has not only raised awareness but also created a sense of festivity around the project, making it an event that everyone can enjoy.

As someone who has recently stayed in Nottingham and been a part of the drive, I can say that the level of seriousness and commitment towards saving the forest is truly inspiring. The level of transparency and community involvement in the project is something that we can all learn from. It is heartening to see people coming together to save the environment and preserve natural treasures like Sherwood Forest.

In a world where greed and profit often drive our decisions, it's heartening to see a community come together to preserve something that is priceless. The 'Save Sherwood' drive is a reminder that it's not too late to make a difference, and that if we work together, we can still save our planet's natural treasures.

 

 

They Never Told: Success Stories of Visually Challenged Youths in Kolkata

Subhendu Ray

In a world where physical ability is often equated with success, the stories of Kanchan Gaba and Asif Iqbal are truly inspiring. These two visually challenged youths of Kolkata have defied all odds to pursue their dreams and achieve success.

Kanchan Gaba, a student of law, has never let her visual impairment come in the way of her academic achievements. She earned first class in LLB and LLM and has even received the Queen's certificate in the UK. She is currently pursuing her research on World Trade Organisation-Legal Implication in Indian Perspective, which is funded by Hindustan Lever. She is also an avid mountaineer and trekker and has been on expeditions to Tiger Hill, Sandakhphu, different hills in Uttaranchal, and Herison Rock area in London.

Asif Iqbal, on the other hand, is a process improvement consultant with PriceWaterhouseCoopers, specialising in business process restructuring and business development. He was the first visually-challenged commerce graduate from Kolkata and also holds an MBA degree with specialisation in HR from the Symbiosis Center for Management and HRD. He uses technology to overcome his visual impairment and is even working towards creating affordable software for others like him.

What is truly remarkable about these individuals is their positive attitude toward life. They firmly believe that blindness can never be a barrier to achieving success if one has the motivation. They are living proof that physical limitations are not insurmountable obstacles to achieving one's dreams.

Gaba has even dedicated her life to uplifting the lifestyle of visually challenged youths in the city. She is the secretary of the West Bengal chapter of the National Association for the Blind and plans to open up a computer training center in Eastern India to enable visually challenged students to learn computers. She has also researched the plight of women in Bengal prisons and plans to write a book on the subject under the aegis of the international NGO UISCOMP, which is headed by the Dalai Lama.

Iqbal, too, is a firm believer in giving back to society. He is involved in drawing a roadmap for the progress of e-governance in the state and is passionate about creating affordable software for the visually challenged.

The stories of Kanchan Gaba and Asif Iqbal are a reminder that success is not limited to the physically able. With determination, hard work, and a positive attitude, anyone can achieve their dreams, no matter what their physical limitations may be. These two individuals are an inspiration to us all and a testament to the fact that they never told all dreamers could open their eyes and catch the rainbow after the rains had left the city all muddy and mucky.

Discovering the Majestic Beauty of Lincolnshire Cathedral

Subhendu Ray

I wake up early every morning to remove the curtains of my bedroom windows and gaze at the breathtaking view of the Lincolnshire cathedral. Its majestic beauty never fails to excite me, prompting me to get up earlier than my usual routine. I spend hours alone, gazing at the cathedral through the window glass!

The Lincoln cathedral is one of the most significant medieval cathedrals in England and the distinguishing landmark of Lincolnshire visible from miles away. The cathedral dominates the city from the top of a great spur of rock, and its spiritual center, the Mother Church of the diocese, the parish church of the county, and a place of national heritage, attracts international pilgrimage. Its construction began in Norman times and has been rebuilt after fire and earthquake in the succeeding centuries.

The cathedral's stunning Gothic architecture contains elements from Romanesque to modern times. It is the finest English Gothic cathedral, and one of the largest, with a length of 482 feet, a crossing tower of 271 feet, a chancel vault of 74 feet, and a nave of 82 feet. The majority of stone used in the construction is local Oolitic limestone. Gems such as the delicate sculptures of the Angel Choir and the fine wood carving in St Hugh's choir add to the cathedral's beauty.

The military significance of the hill was not lost on the Romans who built a fortress for the 9th Roman Legion, and William the Conqueror who ordered a castle built on the same site. Lincoln Castle now houses the Magna Carta Exhibition.

I first arrived in Lincolnshire on September 29, 2007 in the afternoon. The next morning, I stepped forward towards the cathedral, and it was incredibly majestic, as if it stood atop a steep hill to provide security to the people of Lincolnshire and those who come from other places. Since that day, I have visited the cathedral numerous times, and every time I find something new to be fascinated about.

During my second or third visit, I learned from Martin Schoenbeck, an elderly man whom I met in the cathedral yard, that in the 14th century, a lead-encased spire made the cathedral taller than the Great Pyramid of Giza, making it the first building to be taller than 525 feet. It remained the world's tallest building until the central spire blew down in 1548 or 1549.

One thing that surprised me was that the oaks used to build the cathedral were illegally brought from Sherwood Forest at Nottingham, as I learned from a news article published in The Guardian on October 15. Inside the cathedral, I explored the tombs and chapels of the bishops and saw the tomb of Richard Fleming, Bishop of Lincoln, who died in 1431. The stone cadaver was a serious reminder that death kisses everyone's forehead, be it a poor man or a bishop.

The architecture of the cathedral left me spellbound. The saint of the cathedral took me and my eleven colleagues for a detailed visit to the cathedral, introducing us to many things. For the first time, I explored the cathedral as a silent teacher, and I was overwhelmed by its beauty. The architectural beauty of the Taj Mahal in India had always been beyond comparison to me, but the Lincolnshire cathedral forced me to initiate a comparison. For me, the cathedral is one of the most precious pieces of architecture in the British Isles, worth any two other cathedrals.