Chanakya March 2017- Final

Not for Sale. For Private Circulation Only March, 2017

A Public Relations Council of India House Journal Beyond
Pink
Shirts

- PRCI disrupts PR

DISRUPTION
From Politics, to Economy, to Media, to everything around
us seems to be impacted by rapid changes.

March 2017 | CHANAKYA | 1

2 | CHANAKYA | March 2017

Note from Editor

Editorial Board Celebrating Disruption!

Managing Editor Choosing the theme for a Conclave is as
difficult as picking up the name for your
M B JAYARAM child. You could be confused, you ask
around and people voluntarily suggest adding to
Editor in Chief the confusion. There is virtual commotion with
friends and relatives doing their own bit of the
B N Kumar Net search and flooding you with suggestions.

Editors When the issue of selecting the theme for the
11th Global Communication Conclave came up,
RT Kumar about ten of us from Team PRCI got together and
Vijayalakshmi discussed various suggestions and zeroed on to
C J Singh DISRUPTION with a question mark.
Geetha Shankar
If you are wondering as to why on earth the
Zonal Editors question mark, we shall say: Good question!

Renuka Salwan – North; B K Sahu – East; It makes us think about it, involve in exchange
Amit Tripathi – West; Dr K R Venugopal – of thoughts and finally try to come to a conclusion. In fact, we do not expect
South; T Vinay Kumar - International any conclusions since disruption is not a temporary phenomenon. It has been
there even before the hills – in fact hills were believed to have been created out
City Editors of disruption on the earth – and will be there even after everything disappears!

NEW DELHI-Gaganjit Singh; MUMBAI- For those who believe in the Big Bang theory or Pralay as described in Hindu
Ajai Sharma; JAIPUR- Anuradha Mittal; mythology, disruption isn’t the news. And for those who do not believe in any one
HYDERABAD-Aparna Drarmendar; of these, the recent experiences should be good enough to talk about disruption.
CHENNAI- Suganthy S; SHOLAPUR - It’s not as though Modi’s and Donald Trump’s style of political campaigns have
Ravindra Chincholkar; BHUBANESHWAR been disruptive. Life around us is full of disruption. Many are yet to recover from
Ashok Kumar Panda; KOLKOTA; RN the shock treatment called demonetisation.
Mahapatra GOA. Ravi Bhatnagar;
KOCHI;- US KUTTY:BARODA-- Malathi Everybody talks about weather and does nothing about it. Similarly, everybody
Gayakwad. VARANASI--Vishwanath talks about problems around us and does nothing about it.
Pandey.;MYSORE- Prof R N Padmanabh;
PUNE-- Avinash Gawai.;BANGALORE BK We tried to address the issues before us through a global campaign and
Ravi; AMRAVATI – Rajesh Bobade contributions from across. As a prelude to the Conclave, we undertook a Global
Essay Campaign on Disruption and came out with a digest. Do have a look at it
Columnists and send your feedback.

S Narendra- New Delhi PRCI has just launched a national survey on Swachh Bharat as part of continuous
Jitender Bhargava - Mumbai. social communication endeavours. We would like to get your response as well.
Bish Mukherjee Sydney
Mathew Hibberd, Switzerland During the Conclave, we plan to launch a unique drive – Go Green With PRCI.
Dr. Narashima Reddi, Hyderabad. Please await details.
Marjorie Andrewson Australia.
Dr. Manohar. Bangalore. We are sure that these thoughts and the exchanges that we will have during the
Conclave will leave with enough takeaways.
Advisory Board
Keep sending us feedback which we shall use on our unique e-mag -
Vishwanath Pandey – Varanasi; Deepak http://prapport.blogspot.in/
Jolly – Gurgaon; Sanjeev Bhanawat
– Jaipur; Dr Ch. Sanjay; G C Banik – B N KUMAR
Mumbai;Vijayakumar – Bengaluru; Editor in Chief
Pranab Pani – Bengaluru; Harsha [email protected]
Suhalka – Bhopal;D Ramachandran –
Hyderabad;Anil Nayak – Bengaluru;B M March 2017 | CHANAKYA | 3
Sundaram – Bengaluru;Shabnam Asthana
– Pune;Jayaprakash Rao – Mysore;Aparna
Dharmender – Hyderabad;TVS
Narayan – Hyderabad;B Thyagaraj –
Bengaluru;Natesh Nair – Kerala;Dr C
Manohar – Bengaluru;Arjit Majumdar –
Kolkata;SR Krishnan – New Delhi;S K Kaul
– New Delhi; Mr Biju Kassim Dubai

In this

issue

06DISRUPTION PUBLIC RELATIONS
Beyond Pink Shirts

08DISRUPTION BANKING Disruption STRATEGY DISRUPTION e-Governance
ATMs Redundant By
2020! 36 Brace Yourself For 50 Redefining G2c In
Future Shock Punjab
10Disruption DEMONETISATION
Great Step, Bad Disruption Healthcare CHAPTER CHARCHA
Messaging
38 Beware Of Humanoid 52 Pr For Peace 52
DISRUPTION FINANCIAL INCLUSION Robots Pr For Peace​ 53
Challenges In Pr –
12 Attack The Fear Of Banking 12 Disruption COMMUNICATION In Kannada Now 54
Miles To Go For Messaging 14 Be Confident, Girls Told 54
Disruption BANKING 40 It’s Constant In Public Eye? Pr Is Must 56
An Essay Contest
16 Mobile Phones Can Disruption Brexit Not-So-Easy! 56
Play The Trick Hats Off To ‘Hamari Beti’ 57
41 Brit & Grit Kochi Eves Say Let’s
Disruption DIGITAL ECONOMY Take The Lead 58
Disruption NEW AGE MEDIA
18 Pain is over, DISRUPTION AWARDS
Hopefully! 42 Are We Ready For
The Big Change? 60 Redink Awards
Disruption Public Relations Entries Open
Disruption PRIVACY
20 From Buddha To Boardroom 20 DISRUPTION CLASSROOM
Not A Bed Of Roses 23 43 Suprising & Scary
62 Rajdeep Sardesai -
Disruption Ecology Disruption US Who?

24 A Kitchen & Plant Lesson! 24 44 Of Trump Triumph REALTY CHECK
Earth – The Next Apocalypse 26 & Troubles
Disruption Environment 64 Disruptive Innovation
Disruption Swachh Bharat
28 Doomsday Epic Scale DISRUPTION GOVT COMMUNICATION
46 The Beauty Is In
DISRUPTION SOCIAL MEDIA Sustainability 46 66 Breaking Shackles, &
Your Opinion Counts Not The News
32 Just 140 Characters 47
Disruption FUTURE
Disruption MEDIA
68 That’s The Way I Like
34 Fast-Track Courts For Bad Media! It, Aha!

DISRUPTION FLASHBACK ISRUPTION THOUGHTS

48 Sparrow’ That Shook 69 Mind It!
The World

4 | CHANAKYA | March 2017

March 2017 | CHANAKYA | 5

DISRUPTION PUBLIC RELATIONS

PRCI changes the way PR is done!

Beyond Pink Shirts

By B N Kumar Going beyond pink-shirts and the Central Railway GM was invited
partying, the Public relations to discuss their safety measures.
National President – PRCI, Council of India (PRCI) has Reacting to the death of a youth
Executive Director – Concept PR undertaken a series of measures to who slipped away from a speeding
promote professional programmes. train near Thane on the outskirts
6 | CHANAKYA | March 2017 of Mumbai, Railway Minister
PRCI has undertaken unique social Suresh Prabhu ordered both the
communication exercises and talent Central and Western Railways who
promotion with our own bit of run the city’s suburban trains to
contribution towards Skilling India appoint committees to find out
and a Better India. ways to check such tragedies on
tracks. The CR report has been put
Social Communication: up on the official website with no
perceivable action.
• #20Plenty4Water: To contribute
Rs 20 each – the cost of bottled We at PRCI took this up as a
water – for water conservation catalyst of social communication
projects. PRCI ran an online and media reported in a very big
campaign, conducted awareness way.
creation sessions for students and
involved the media community. Finally, we see the report –
envisaging a makeover, purchase
• #shakti4beti: Beti Bachao, Beti of new trains, raising the platform
Badhao. But what about Beti heights (to prevent commuters
Sukarsha? With this in mind, slipping under the train through
PRCI launched this campaign to gaps), foot bridges to check
promote girl security and impress people running across the tracks
upon men on the need to ensure and some new stations.
this. Rajashtah and Gujarat
governments have undertaken Skill development:
self-defense for school girls and
we tried to create awareness across As mass communication
other States on the Daughters’ Day professionals, we at PRCI think that it
which we observe on the official is paramount responsibility to spread
birthday of late Kalpana Sharma the knowledge and experience that
– the Indo-US astronaut who died we gain over the years of our service.
in the sky. Our programmes across Hence, we have ongoing initiatives
the country – Mumbai, Kolkata, such as:
Bangalore, Delhi and Kochi have all
attracted tremendous attention. • Young Communicators’

• Mission Mumbai Local: An Club (YCC): To involve mass
unprecedented, unique campaign
and to focus on Mumbai suburban communication students across
train passenger safety because at
least 10 people die on the railway all our chapter cities
tracks in Mumbai every day. The
Railway Ministry positively reacted • Guest Faculty Pool: to create a
to our suggestions on twitter and pool of lecturers who would visit
various colleges which teach mass
communication. Sir, in Mumbai
alone there are 107 colleges and
over 100 in Bengaluru. Our Pool

Beyond Pink Shirts

members give practical training. with media organizations.

• Finishing Classes: Advanced • Media Awards: The Nib Awards
in association with Ernakulam
Training for those who complete Press Club

their graduation/PG in • Reference Books: With current The Railway
topics like Communication Ministry positively
Communication to make them for Demonetisation, Swachh
Bharat, Ecological Protection and reacted to our
industry ready Financial Inclusion. This project suggestions on
has been highly successful. Please twitter and the
• Research Assistance: For those check Disruption Digest to be Central Railway
students working on dissertations brought out during the 11th GM was invited
Global Communication Conclave. to discuss their
• Knowledge Forums: In safety measures.
association with Media As we move ahead and face challenges
organizations such as the Mumbai of disruption, we invite all PR, media,
Press Club where we invite experts advertising, HR professionals and
to discuss topics of general mass communication teachers to join
interest like BARC programme on us in our endeavours.
Urban Waste Management, Wild
Life protection with Sanjay Gandhi After all, we owe it to the society that
National Park officials. has given us so much!

• Certification Courses: For
young media professionals on
subjects such as Environment
reporting – again in association

KJ Somaiya Institute of Management Studies and

Research (SIMSR) students enthusiastically participated

in #shakti4beti campaign

Indian Express Clip

March 2017 | CHANAKYA | 7

DISRUPTION BANKING

ATMs Redundant
By 2020!

By Amitabh Kant India is making an attempt to experience as the India also has large
transition to a digital payment, less young population and high mobile
CEO, NITI Aayog cash economy. Given that only a penetration.
meagre percentage of our population
8 | CHANAKYA | March 2017 pays taxes, the nation’s economy also Multiple initiatives:
grows as more and more transactions
come under banking and taxation Several incentives have been
system through digital payments. announced for consumers such as
Besides, corruption in public life and discounts in fuel purchase, insurance
governance is oiled by cash; so, as premiums, service tax waivers and
we move towards a less-cash society, cashbacks. Revamped modes of
this anonymity which a corrupt digital payments, which are very
entity enjoys by using cash goes secure, fast and customer friendly,
away. Moreover, cash printing and its have been launched such as BHIM app
distribution is extremely expensive. and new USSD. Large scale awareness
campaigns have been launched,
Individual consumers also have especially DigiDhan Melas in 100
several benefits in going less-cash. cities, for education and handholding
All value of transactions, from Re. 1 of public to adopt digital payments.
to any amount, can be done digitally
without carrying cash. And we can do Several incentives and programmes
digital transactions 24 hours even on have been rolled out for merchants
holidays. Besides, the government as well. Banks have been mandated to
has announced several incentives install one million new PoS terminals
on digital payments which make it by this fiscal. Duties and taxes have
really cheaper as compared to cash been waived off on manufacture
payments for the same service. of these machines. MDR and other
transaction charges on digital
It is not just western economies payments are in the process of being
that have significant ratio of digital rationalized and soon a new regime
economy; African countries such as of transaction charges will be put
Kenya and Nigeria have achieved in place which will be based on high
much higher adoption of digital volume and low charges. Special
payments even as their population care is being taken of small and rural
is semi-literate. M-Pesa transactions merchants where SBI has proposed
account for 67% of total number zero transaction/MDR charges on
of transactions under Kenya’s such terminals. Multiple banks are
National Payment System. Many hoped to follow soon.
reports conclude that such a high
rate of mobile banking has also Given the enormous heterogeneity
led to increased access to financial of India’s population and hence,
services, reduced transaction costs government has evolved different
and improved savings, especially by options for different segments.
Kenyan women. India must learn from Although there are more than one
these success stories and use their billion mobile subscriptions in the



Disruption DEMONETISATION

Great Step,
Bad Messaging

By Arun Kejriwal The 8th of November will be cooperative banks has certainly come
remembered for two things: under the scanner and rightly midway
Columnist & Founder Director of KRIS the first, demonetisation of they were not allowed to accept cash.
high currency notes and second the
This was an election of Donald Trump as USA’s As far as terrorism is concerned,
attack which 45th President. Both unexpected. certainly one is finding that things
caused lot of pain have turned for the better. Pellet
and hardship The logic behind demonetisation was throwing in Kashmir which had
to people of all with three objectives - surgical strike become a way of life has virtually
walks of life more on black money, to curb terrorism stopped. Second, the availability of
so to those at the funding and drug money and third to counterfeit notes which to liberally
bottom of the eliminate counterfeit notes. The first enrich these goons has stopped.
pyramid. objective of an attack on black money The looting of a bank branch in J&K
was partially met. While the intention was unheard of and happened only
10 | CHANAKYA | March 2017 was laudable the execution seemed when terrorists holed up in J&K had
to have many issues and could no more access to easy money – fake
have been better planned without or real. Terrorism, counterfeit notes
compromising on the secrecy. One and drugs go hand-in-hand and are
does appreciate that a very high level a vicious cycle which needed to be
of secrecy was needed to execute the broken if not completely eliminated.
plan and it was certainly achieved.
Apparently just a handful of people The smuggling of drugs into Punjab
were aware of the entire event and it caused a double impact where the
caught the entire country by surprise, youth of the was being systematically
shock and caused panic as well. destroyed and payment for drugs
was actually funding terrorists for
This was an attack which caused lot their nefarious activities. With high
of pain and hardship to people of all denomination notes of Rs 500 and
walks of life more so to those at the Rs 1,000 not being valid anymore,
bottom of the pyramid. Realising the terrorist activities have taken a
impact many changes were made beating. After all it didn’t cost them
to the regulations during the fifty much to print counterfeit. Panic seems
days that the first part of the scheme to stuck them now.
was operative. What it achieved was
that the entire physical currency was Coming to the main thrust of black
deposited in banks with the help of money, the first part of the objective
cooperative and corrupt bank officials has been achieved. All the money in
from the public and private sector the system has been deposited and a
banks. Probably, the private bank trail created. Whether it is through the
officials were more at fault this time Jan Dhan or new bogus accounts, the
around if one considers the number money can be traced. More than half
of banks and branches and amount of the deposited amount is still lying
that was involved. Their poorer public in accounts and private IT companies
sector banks being much larger in are analysing data and using analytics
size were comparatively less corrupt to track them down to the last rupee
than the private banks. The role of deposited.

Great Step, Bad Messaging

One area where the government really faulted and
made quite a mess is communication. Probably,
they did not hire someone from our community to
make ease the pain.

Large, multi-billion rupee contacts in cupboards and out of circulation December. Suddenly, that date
have been awarded by the tax has all come into circulation. It is in changed and then was restored.
authorities where payment to these bank accounts or back in the banking Such flip-flop damaged the image of
entities is directly linked to success. system. the government. The message and
Here tax evasion, and various kinds of communication should have been
wrong doings are being detected This massive exercise should be consistent.
followed beginning April 2017 with
In the next phase, what needs to be specific targeted groups to plug the India by and large is a nation of
done is to tackle the source of black parallel economy. Benami property, dishonest taxpayers where non-
money generation. School and linking each property with a PAN card, compliance is a way of life. We need
college admissions would begin in the e-record of properties and such other to make the cost of non-compliance
next two to three months. One hopes measures will help in reducing the significantly higher than current levels
PM and his team are aware of this menace. While moving from a cash to reduce non-compliance. Reduction
and rampant check cash payments society to a cashless society may only of taxes would also go a long way
during the admission season. If they be a dream in the near term, moving in garnering large collections and
are able to knock this source off, a to a less cash society is certainly on. making people compliant. The cut
lot would have been achieved. Black in income tax rate for the lowest
money is bound to be generated with Readers would recall that India was slab and also the MSME segment is
a great speed during this period and it one of the fastest growth stories in a significant step in that direction.
needs to be tackled on a war footing. mobile telephony. Today, we have Income Tax department can now play
Remember, most private education many times over mobile connections the volumes game, just like the mobile
businesses are politically backed. than land lines and all in a span of telephony.
under 20 years. The mobile phone
The political funding issue which users with smart phones would also In conclusion, let me say that a great
was a bone of contention has been be a revelation. I strongly believe step taken in the right direction
addressed in a big way and the idea that the use of alternate methods of which has addressed two of the three
of electoral bonds is indeed a great, cash through digital would be the objectives and the third objective
laudable beginning. The resolve to norm quite soon. Not entirely, but the partially achieved, waiting for further
attack problems and issues at their growth of mobile wallets would be focused and targeted action. While
roots is very welcome. phenomenal. all intentions were commendable
the execution left a lot to be desired.
It appears that the first attack on One area where the government Course correction did happen but
currency notes was an effort to attack really faulted and made quite a some damage was already done. All
all at hand and get the cash currency mess is communication. Probably, the effort and sacrifice of the people
under check. I strongly believe that they did not hire someone from our of this nation would go a waste if the
the amount of currency collected community to make ease the pain. battle against black money is not
was beyond expectation and that Take for example the advertisements continued with much more vigour
has given a twist to the effort of the about the government telling people and logical follow-up steps are not
government. While data mining they should not make queues and taken.
will reveal a lot, what is even more crowd banks now. The money could
important is that all money stashed be deposited anytime till the 30th

March 2017 | CHANAKYA | 11

DISRUPTION FINANCIAL INCLUSION

Attack The Fear Of
Banking

Discussions on financial at financial institutions offering at
inclusion have continued to least one of the following services:
occupy mainstream attention savings, insurance, investments or
over the last few years. Today, there is money transfers. With the advent
of Prime Minister’s Jan Dhan Yojana
a greater recognition that the issue of (PMJDY) accounts, banks have
continued to maintain a stronghold
financial inclusion has to be addressed on financial access.

instantly using multiple approaches – From a communication standpoint,
the biggest challenge currently is that
institutional, policy, programmatic the deep-rooted consumer apathy
to banking has to change. The fear
and regulatory. However, limited of walking into a bank has to change;
the benefits of savings need to be
attention has been given on explained to customers. Companies
need to invest in a robust integrated
comprehensive communication marketing communication strategy
with powerful messaging across
strategy to increase awareness about advertising, PR, micro marketing and
digital communication which would
financial inclusion. lead to a change in customer behavior.
A unified marketing strategy tends to
By Vijay Balakrishnan Financial Literacy of the economically influence end customers and increase
underprivileged is the first step brand awareness &loyalty.
Chief Marketing Officer, Ujjivan Small towards ensuring financial inclusion
Finance Bank within India. No matter how many As media becomes ubiquitous with
financial institutions open, if a person the growth of the digital medium,
12 | CHANAKYA | March 2017 does not know about the monetary particular emphasis needs to be laid
options; policies, schemes and on digital financial inclusion to mold
financial instruments will mean very public opinion. It is important to now
little. look at financial inclusion through
the prism of the digital economy.
Ujjivan Small Finance Bank, along Governments and technology
with Parinaam Foundation, is providers need to work together to
working towards financial inclusion ensure that the latest technology is
of its customers by creating an embraced and capable of reaching a
understanding of the importance of wider audience.
being financially literate and training
them with tools to make informed Given the existing infrastructure and
financial decisions and take control high demand of financial services, the
of their financial situation. Ujjivan scope for digital financial inclusion is
SFB recently made a film on Financial quite high. But despite the high scope,
Literacy by Filmmaker Pradeep Sarkar a shift to the digital platform has
which will be targeted to the unserved not really happened. The potential
and underserved customers. of digital channels in furthering the

Industry Reports suggest that
Financial Inclusion is definitely on the
rise in India driven by the growth in
bank access and registration. As per a
report on Financial Inclusion Insights
from Intermedia, almost 7 in 10 (65%)
Indian adults are now financially
included, meaning they have accounts

Attack The Fear Of Banking

agenda of financial inclusion has and our simplified process enables Financial
not really been fully utilized. Raising account opening in 5-7 minutes using inclusion will be
awareness about digital financial biometric authentication on a hand-
transactions is of utmost importance held device. an important
and all the players involved need to element in
step up to the task to ensure increased The imperative for financial inclusion
adoption. is both, moral as well as economic ensuring access
efficiency. If everyone had the tools and equity -
The government and the RBI have and resources to better themselves,
been pushing for direct benefit it would increase output, growth and the necessary
transfers using Aadhaar. There is economic prosperity. As quoted by building blocks
significant potential for including the former RBI Governor, Mr. Raguram for sustainable
‘excluded’ in the mainstream banking Rajan, “Financial inclusion will be an
system. The recent developments in important element in ensuring access growth of our
banking technology has given birth and equity - the necessary building country.
to digital channels like ATMs, online blocks for sustainable growth of our
money transfers, internet banking, country.”
etc.
The Government has been focused
Ujjivan SFB, on its part, aims to on enormous financial inclusion plans
empower the economically active with a motive of providing access to
low income group by providing them financial services to all sections of
with a full range of financial services society. Thus, financial inclusion is a
and benefits which are normally futuristic roadmap which India needs
available only to premier customers to take. In this process, Ujjivan SFB
of commercial banks. These include a will aim is to build a leading state of
whole host of benefits such as door- the art mass market retail bank in
step & paperless banking, mobile, five years to serve the vast unserved
internet and phone banking, access to & underserved customer base who
biometric ATMs and Aadhar enabled currently are outside the formal
debit cards. Aadhar enabled KYC banking system.

Financial Inclusion at grass-root level

March 2017 | CHANAKYA | 13

DISRUPTION FINANCIAL INCLUSION

Miles To Go For
Messaging

By RM Vishakha

MD & CEO, IndiaFirst Life
Insurance

As we all know, Financial poverty. There is enough research effective, regulated, and accessible,
Inclusion entails provision of and statistics showing ill-health, and one that leverages existing
financial services at affordable health care costs, and premature infrastructure.
costs to the not so privileged and death to be among the gravest fears
low-income sections of society. It of people, and as causes pushing The incumbent government
is all about ensuring people in this families into poverty. Therefore, to continues to take several measures
segment or their dependants are protect households from appalling towards inclusive financial planning.
not reduced to penury due to death, payments at the time of illness, The primary aim is to address
illness, unplanned retirementor lack insurance schemes for all will need the concerns arising from dearth
of planning. This could mean ensuring to be considered in tandem with of adequate schemes, as well as
everyone has a bank account, a basic bringing people into formalised access to secure all levels of the
insurance plan and long term savings banking modes. This will truly make Indian rural and social sectors. It is
to be prepared for financial exigencies the benefits of financial inclusion undeniable that economic growth
such as risks of illness or death - schemesholistic and pronounced. For and development, reduced income
especially of the breadwinner. insurance to reach the masses, India inequality, and social cohesion are
needs a financial inclusion model amongst the desirable outcomes of
The stated mission of all past that is simple, fair, transparent, cost- financial inclusion to the economy.
governments has been to eliminate

14 | CHANAKYA | March 2017

Miles to go for Messaging

Schemes launched by the government products out of four centres of KGFS a hassle-free process,to encourage
such as PMJDY (Pradhan Mantri Jan (Kshetriya Gramin Financial Services) wider adoption of the concept.
Dhan Yojana) which brought in over in five districts across the state of
270 million people into the formalised Tamil Nadu. Way Ahead: Innovative products
banking channel. The Insurance plans and simplified processes set the
launched by the government PMJJBY IndiaFirst Life has also established foundation for implementing
(Pradhan Mantri Jeevan Jyoti Yojana) a staunch network in the states financial inclusion and the next big
witnessed over 30 million enrolments of Andhra Pradesh, Gujarat, Uttar differentiator will be mass awareness
and PMSBY (Pradhan Mantri Pradesh, NCR, Uttaranchal and initiatives, creating the demand.
Suraksha BimaYojana) recorded Rajasthan across over 2,000 branches,
more than 90 million enrolments. associating itself with five rural However, despite the steps taken
Other plans such as SSY (Sukanya branks. These rural banks primarily towards push, ease and availability
SamriddhiYojana), PMFBY (Pradhan offer banking services to farmers of financial services to mass
MantriFasalBimaYojana), APY (Atal and agriculturists, among others, markets, effective and specialised
Pension Yojana), have encouraged and IndiaFirst Life pushes insurance communications to boost awareness
the idea of saving for retirement and products via this channel. Since 2010, and financial literacy, is still an area for
annuity. improvement.
To protect
It is reassuring to find more and households from In words of Philip Kotler, Introduction is
more corporates partaking in the appalling payments the most crucial element in Marketing
movement towards a more financially at the time of illness, Mix, which is called ‘’Communication’’
secure and literate India. IndiaFirst insurance schemes and in Jagadish Sheth’s words, it is
Life endeavours to create a financial for all will need to be called “Awareness”.
inclusion model that is not only considered in tandem
affordable, but also simple, attractive, with bringing people While it is true that the growing
accessible and efficiently serviced for into formalised economic prosperity has begun to
the mass market. banking modes. reduce the rural-urban divide in
the higher echelons of rural society,
Speaking of leveraging insurance when the company commenced its the need for special and focussed
as part of the financial inclusion presence through this channel, and communication aimed at the not-so-
movement, PMJJBY, is a good has helped cover over 100,000 lives well educated and poorer sections
example of an affordable scheme under various schemes through the of rural India continues to exist. It
in which Life Insurance companies, rural banks mode alone. is a wishful thinking to say that the
including IndiaFirst Life, participated rural-urban divide has already melted,
and improved rural penetration, In the pipeline are some pioneering based on a few stray experiences.
significantly. IndiaFirst Life covered initiatives that will cross some more
lives of 2.3 million Indians in over 18 challenges off the list. These include To truly reach the masses, the two-
months since PMJJBY’s launch (with schemes to provide flexibility in pronged approach to communications
an astounding 92% continuing in the paying premiumsthrough simplified could be a considered mix of
second consecutive year as well). documentation, making protection literacy-driven and media-driven
against life’s unexpected turns or initiatives. Poor receptivity among
IndiaFirst Life consolidated its planned savings for future needs, less educated audiences to financial
widespread regional outreach awareness communications could
through tying up with Common be attributed to a one-size-fits-all
Service Centres (with its footprint of approach. Customised outreach
over 150,000 centres across India) for for relevant target segments across
mass distribution of its products. This India can be effectively delivered by
model opens endless opportunities to keeping the sheer spread of cultural
improve awareness on the significance versatility our country offers and the
of insurance as a tool against risks in resulting preferences at the heart of
remotely-located sections of India, all communication efforts.
where financial products were almost
unreachable, earlier. Lack of awareness is one of the
major barriers to effective financial
To secure the lives of Indian farmers inclusion. All-pervading and tailored
and domestic workers based rurally, mass communications is the solution
IndiaFirst Life offers various insurance to further boost the overall efforts.

March 2017 | CHANAKYA | 15







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Write to: [email protected]

March 2017 | CHANAKYA | 19

Disruption Public Relations

From Buddha
To Boardroom

By Dr. C.V. Narasimha Reddi “India is the cradle of the human India, Mahatma Gandhi designated
race, the birthplace of human as the man of the 20th century and
Editor, Public Relations Voice speech, the mother of history, the greatest communicator of the
the grandmother of legend and the world is considered as the father of
20 | CHANAKYA | March 2017 great grandmother of tradition. Our modern public relations. He always
most valuable and most instructive believed “India lives in her villages.”
materials in the history of man are True to his firm belief, Gandhi Ji made
treasured up in India only”, said Mark village as the base and involved the
Twain, the celebrated American writer villagers in the struggle for freedom.
who visited India in 1896. If India is The flag of nationalism was planted in
the birthplace of human speech, it every village to inspire people at the
is but natural that India is also the grassroots. Walking tour from village
birthplace of world’s public relations to village and one night in one village
communication. was his strategy of communication
to involve rural folk. The 240 miles
Household Communication long Dandi March of Gandhi Ji which
covered more than 25 villages in
Gautama Buddha who is not only uniting the people against the British
regarded as the “LIGHT OF ASIA” is a shining example of the role of
by spreading Buddhism in the villagers. Neglecting the village
entire Asian continent but also the in the process of public relations
forerunner of today’s global public communication is the greatest pitfall
relations. Over 2500 years ago, of today’s Indian public relations.
when America was not existent and
that modern communication term Notwithstanding many disruptions
was not coined, India gave birth and oddities public relations has
to public relations as a measure to grown into five models such as: 1) the
promote Buddhism – a religion of state of propaganda (1500 BC to the
love, non violence and equality. The end of the East India Company rule in
success of Lord Buddha laid in his 1857); 2) the era of publicity/public
communication strategy, a strategy information model (British India
of household communication. period 1858 – 1947); 3) Gandhian
Buddha trained Bhikshus as effective era of public communication (1919 –
communicators who not only visited 1947); 4) the age of public relations
each household but also exhorted (Independent India 1947-1991); 5)
them on the principles of Buddhism. and the fifth model Indian public
Is present Indian public relations relations with global perspective or
following the age old household global public relations (New industrial
communication system? It is not. Not policy 1991 – to date ).
following the Buddhist household
communication strategy is not only a The first Prime Minister of
great hurdle but also a disruption in
the growth of Indian public relations. independent India, Pandit

If Gautham Buddha was public Jawaharlal Nehru believed in the
relations messiah in the ancient
dictum “Freedom from ignorance

(information poverty)” is as important

as freedom from hunger (economic

From Buddha to Boardroom

poverty). In tune with his philosophy, relations in India include: five year ASHAS and one lakh public relations
Pandit Nehru established the Ministry plans, general elections, emergence professionals to reach out to about 90
of Information and Broadcasting with of public sector, nationalization of crore people constitutes the biggest
the then deputy Prime Minister Sardar general insurance companies and public communication network in the
Patel as in charge of the ministry with banks, new industrial policy 1991 world.
a mandate to inform, to educate, to and global competitive marketing
motivate and to entertain people as environment, right to information act, State of the Art:
social partners in the world’s largest the concept of coalition governments
democracy. In fact, it was Sardar Patel as NDA and UPA. A million dollar question arises as to
who laid a strong foundation for what is the state-of-the-art public
public communication with media India, as a union of states has relations in India. It is a “Mixed Bag”,
units of the ministry such as press the Ministry of Information and containing a few highly qualified
information bureau, publications Broadcasting at national level, 29 and competent public relations
division, directorate of advertising state information and public relations professionals, public relation firms,
and visual publicity, films division, department at regional level, publicity second to none in the world on the
all India radio etc. These media units cells in seven union territories, public one side and many non-professionals
act as public relations agencies of sector undertakings, industrial without any professional qualification,
Government of India. In the process houses, IT companies, cooperative experience and training on the other.
publicity a byproduct of British sector, NGOs etc – all have their The distinguishing trait of Indian
India graduated to public relations own public relations/corporate public relations is the “Quantity of
in independent India. That was a communications departments to Public Relations Personnel” rather
paradigm shift in the public relations disseminate information to the than “Quality of Professional Public
profession. stakeholders. With 30 lakh public Relations”. The need of the hour
communicators, extension workers is professional excellence with
The factors that promoted public including nine lakh community health international standards on par with
HR and marketing .

Buddha - the original PR Guru!

March 2017 | CHANAKYA | 21

From Buddha to Boardroom

Gandhi – Unparalleled PR! convinced the managements towards of PR and pulse of the people. The
positive change. IBDO Report has pointed out that
Disruptions: ‘the public relations profession may
Most of the top managements both never be fully respected unless it can
Public relations in India has not provide measurement of its value’.
grown professionally in proportion in government and private sector
to the growth of other disciplines In fact, the internal and external
such as business management; HR do not recognize PR as an integral publics act as two eyes of an
or marketing. A survey conducted by orgaisation on whose support the
some academicians indicated that it is part of organisation on par with success depends. If the key job of
because of certain serious disruptions PR is to create and maintain cordial
that hindered the progress of public finance or HR. In fact, CEO is the relations with all types of stakeholders,
relations profession. However, today’s public relations concentrates
among others, I have identified five Chief Communications Officer of the only on media relations neglecting
disruptions, if they are rectified a other types of public from employees,
bright future beckons Indian Public company as he/she has to evolve investors, customers to general
Relations. They include: community. Public relations will not
organizational communication gain management recognition unless
1. Lack of awareness of the this handicap is removed.
strategic role of PR among top strategy. Unfortunately, PR is tagged
managements A Bright Future Beckons:
either to HR or marketing.
2. Identify crisis of public relations Four key trendlines provide a golden
The greatest disruption of Indian pathway for public relations into the
3. Mystery of public relations public relations is its identity crisis. future. They are:
education and training It is still a misunderstood profession
with several nomenclatures such as 1. India sustains to be the world’s
4. Research and measurement of PR corporate communications, corporate biggest vibrant democracy with
programmes at zero level affairs, corporate relations, publicity, over 83 crore voters.
public communication, public affairs.
5. Confining to media relations while 2. India as a global economic player
neglecting relationships with Mystery of PR Education is poised to became third biggest
other stakeholders. economy in the world next only to
Lack of public relations education USA and China
During my six decades of public induction and in service training is
relations career I have faced and a major disruption in the growth 3. India will emerge as the largest
experienced all the five disruptions. of professional public relations. If English speaking nation in the
But, wherever I worked as Director, the universities in UK, USA offer world, surpassing USA
Information and Public Relations specialized courses in public relations
Department, UGC National Professor leading to BA (Hons PR) MA and 4. India will be the hub of world’s
in PR or Advisor to Universities. I MS PR, the Indian universities teach largest media network with over
public relations as one of the subjects one lakh newspapers, 1000 TV
of journalism courses. As a result, the channels, 500 radio stations, 30
quality of profession suffers. crore internet connections and
over 100 crore cell phones.
Another negative sign is lack of
research, measurement and feedback If all the disruptions are taken
mechanism to known the impact as challenges to convert them
into opportunities and all such
opportunities are translated into
action towards profession excellence,
a bright future beckons for Indian
public relations to be able to enter
the boardroom. (The author is a
Former Director, Information and
Public Relations Department, Andhra
Pradesh. Email ID: drcvn@hotmail.
com)

22 | CHANAKYA | March 2017

Disruption PUBLIC RELATIONS

PR is not 10-to-5 job

Not A Bed Of Roses

By C K Sardana Company's greater outsourcing and its share of having made a major
lowering of in-house manufacturing contribution.
Chairman – PRCI, Bhopal Chapter operations. The story was based on
a Parliament question, reply to which And, then, preparing small films which,
ALady Orthopaedic Surgeon was sent by the Company itself after besides showing at some events, can
had just gone to bed, in her CMD's approval, to the controlling be carried by TV channels through
husband's arms, around 11 Ministry and read out by the Minister healthy and sustained public relations.
PM. A call came 'Doctor. A 70-year in the Parliament. Visibility of the Organization, through
old man has been brought just now mass media, is important.
in the hospital after an accident with A smart and investigative journalist
severe wounds and fractures.’ The picked it up. The concerned CMD Entry into PR profession and then
Doctor left the bed in two minutes, sent for the PR Head and gave him going up the ladder is an opportunity
got ready and reached the hospital a mouthful. When the PR Head for self-development. I can cite a
within 20 minutes. She maintained tried to say that the story was based few cases where middle level PR
her cool. Displayed confidence in on information in the Parliament Managers became CEOs of the same
self and in her colleagues and went question-answer, the CMD retorted Organization. GN Bajpayee who, after
straight to the OT. After 6-hour non- and said 'So, if the information is from a long stint in operations in LIC, was
stop surgery, she came out with a a Parliament question, the journalist shifted to PR as Manager. One day, he
smile and said 'Surgery is successful. will prepare a negative story. You (PR became Chairman, LIC. H W Bhatnagar
Nothing to worry.' Head) are useless, get lost.' was a DGM in BHEL's Hardwar Plant
and then shifted as DGM/Corporate
That's exactly how and, even more, The PR Head came out, smiled and PR. He became CMD of BHEL. Dr. GC
a PR person has to be in order to be got into action. Within 10 days or Banik, just a Manager/PR in Videsh
successful in his profession. He is on so, the same daily carried another Sanchar Nigam (VSNL), a PSU,
24-hour duty, he should always be story, by the same journalist, on became Executive Director (PR) first
available to both the Management the same subject which vindicated in VSNL and then in TATA which took
and the Media, remain calm and the Company's position without, of over VSNL. After superannuation,
composed, knowledgeable about course, referring to the earlier story. TATA Chief, Mr. Ratan Tata took Dr.
his organization and the associated Banik as Advisor/PR in which capacity
fields and, above all, like the Doctor, PR profession calls for very hard and he travelled with Mr. Ratan Tata across
confidence in self, colleagues and intelligent work - identifying topics the world. The moot point is that a
Media persons with whom he has to for information gathering, storing, PR person must remain on his toes,
build relations on a sustained basis. updating, retrieving and using develop himself as a totally dedicated
through different Media through and competent person and earn trust
CMD’s outburst: Let me recall contacts built over a period of time. and confidence of the Management.
Help on a sustained basis, without Sky is the limit for him.
a real life incident. A national daily asking, pays results on a long term
carried a front page story on a basis. That is mutual. An example. Roses and Thorns: PR life is not
NTPC, a Maharatna PSU, draws up
an annual plan for commissioning of a bed of roses. There are also thorns
its Projects. BHEL, also a Maharatna which need to be removed smartly,
Company, is a major contributor to diplomatically and intelligently. PR
NTPC. Professionalism demands job brings, in its wake a lot of jealousy
that BHEL PR Department draws within the Organization. Even senior
up its plan of highlighting BHEL's persons stare at PR persons and look
contribution when a certain Project is for an opportunity to have a 'dig'. (The
commissioned. This requires foresight author is Former GM/Corporate PR/
and far sight. While NTPC is surely BHEL, then Professor & HoD, Makhanlal
entitled to coverage, BHEL also gets Chaturvedi National University of
Journalism & Communication) .

March 2017 | CHANAKYA | 23









Disruption Environment

Doomsday Epic Scale

This is not a movie script, it’s happening for real

By Deepak Menon Environmentalists tell us that projections of data from respected
the single biggest threat to scholars suggest dire conditions for
Business Strategist humanity is Climate Change. all life on Earth, as early as in the next
With no intention of meaning to 10 years circa 2030. This is not a movie
28 | CHANAKYA | March 2017 sound preachy, this story is worth script. This is actually happening
your consideration as it is based on around us - an epic scale doomsday.
facts as they are, however theatrical or
dramatic they may sound. Our policies and politics are guided
by conflicting opinions when it comes
It’s all true. Our Environment is in to the Environment, its degradation,
pretty bad shape. Notably since Climate Change, man-made Nuclear
the 1970s; riding the high of the Winter and other such serious
Industrial Revolution, we humans matters on hand. It’s not all black
developed unsustainable fossil fuel and white either. There are layers of
oil-based manufacturing technology misinformation, contrary experiential
and economy that continue to realities and documented evidence
produce Greenhouse Gases which that heat up the argument even
when emitted into the air deplete the further. No matter who or what caused
atmosphere. The protective sheet Climate Change in the first place, the
that filters in the good rays and filters discussions at global climate summits
out the harmful rays from the Sun today (after much wasted time) seem
is growing thinner and developing to always hit impasse.
holes. Back on the ground, the same
Greenhouse Gases then cause rising The saddest part of the story is
of temperatures, adverse weather that most of us who are in it are not
conditions, high frequency and larger even aware of what is going on. This
scale natural disasters; basically the concerns us all. We ought to know
worst stuff imaginable. Cases in point: how our Environment, our lifeline is
The extreme activities happening at doing. We ought to look at data on
the Poles. Both Greenland in the Arctic the Internet, process that information
and massive country-size chunks of and choose how we wish the future to
the Antarctic are experiencing deep be - no matter how it rolls itself out.
and fast melting of ice. All this water
not only flows into the oceans and Natural forces going
accelerates further meltdown leading haywire:
to rise of sea-levels globally, further
also leads to a cascading effect of Natural disasters around the world
systemic failure at a planetary scale. seem to indicate a change happening
environmentally, at epic proportions
The future as can be forecast from as well. Based on current happenings
the available data does not look at and extensive research covering
all favourable for life as we know it to decades of recorded history, scientists
exist. Exponential sped-up Climate on the frontline conclude that we are
Change seems to be around the headed for challenging times.
corner, which will result in complete
breakdown. What’s worse, some A recent consolidation of the topic
is the documentary “Before The

Doomsday Epic scale

Flood” presented by award-winning like Amsterdam, New York, Bangkok, casualties and irreversible effects
actor, and environmental activist Shanghai, Miami, Mumbai & Venice, - there is absolutely no long-term
Leonardo DiCaprio. As a species, we are at high risk from storm surges and sustainable idea or plan in place.
seem to have directly accelerated severe flooding.
the breakdown of Natural Systems - Some opinions are more alarming than
earth, air, water, temperature - mostly A bad combination of natural calamity others. Experts like Guy McPherson,
in the last 50 years since the Industrial and nuclear disaster is the tsunami in an American scientist, professor
Revolution. All life heavily relies on Japan in 2011 which rendered cities emeritus of natural resources and
these Natural Systems. (Behold, the a wasteland. Fukushima, dubbed the ecology and evolutionary biology
moment of reckoning.) new Chernobyl, is still in the news at the University of Arizona suggest
due to vast nuclear contamination in that a Mass Extinction scenario is
Rising seas, monster storms, wildfires, the region. The Great Barrier Reef is upon us. Apparently this is the sixth
unexpected droughts and other another poignant example: Popularly time in the history of Earth that entire
extreme weather are happening known as the largest living structure civilizations have been wiped out.
at high frequencies worldwide. Be seen on Earth from space. In reality Analyses suggest runaway Global
it the bushfires in Australia, giant however, due to poor water quality Warming caused by accelerated
storms in the US, floods in Pakistan, the far-north and northern sections emission of Greenhouse Gases will
earthquakes in Nepal, dryspells & of the reef are up to 70% bleached lead to uninhabitable temperatures
heatwaves in Europe & Russia, the and therefore dead. Latest consensus & conditions on Earth. For example,
fast disappearing islands of The worldwide is that 200 species of life there is presently high accumulation
Maldives, Seychelles & The Solomon on Earth are going extinct each day. of Methane gas near the Arctic-
Islands, the water conflicts in the No surprise actually - the Amazonian North Pole which is released from the
Middle East, Africa & Central Asia - & Indonesian Rainforests are quickly melting ice into the ocean and then
the manifestations of Global Warming dwindling due to Palm Oil production, released via giant gas bubbles into
and Climate Change are everywhere. every ocean is overfished beyond ambient air. A “methane-burp” in the
Real estate, infrastructure investments repair,various types of industrial & ocean may happen anytime which
and human assets in coastal cities oil contamination result in heavy is 1000 times more toxic than the

March 2017 | CHANAKYA | 29

Doomsday Epic scale

accumulated pollution of the last 50 and reduce greenhouse gas CO2 by on principles of Perpetual Motion
years since 1974, and will warm up the 80%. This invention is designed to be and Anti-gravity are making an
planet considerably faster. a cost-effective solution for cleaning appearance in the Free Energy scene.
ambient air despite massive scope of Alternate privately controlled space
The way forward: installation. programs like multi-entrepreneur
Robert Branson’s Virgin Galactic and
If we should be concerned, which The Svalbard Global Seed Vault Elon Musk’s SpaceX use such new
we actually should be, then what in the Arctic is built considering a multipurpose inventions in their
are the available solutions? What doomsday scenario, so as to ensure systems.
technologies should our future be continuation of nature, food sources
invested in? A combination of clean and the human species itself. For Our legacy:
energy and clean-up solutions will present day,Global Algae Innovations,
need to be deployed at a planetary a company in the US, has examples to So, what can we do about the
scale to permanently overcome the produce clean biofuels and protein Environment? We can first become
environmental crises. Our smartest foods simultaneously from algae aware, look outside our many
minds are working on answers. (microscopic plants) thereby offering windows and see how changes have
Newage giant batteries based to reduce deforestation and fossil- happened to our natural environment
on breakthrough power-storage fuel practices. over a lifetime. The Internet is full of
technology are being made at Tesla knowledge based on real research
GigaFactories in the US by visionary Nuclear Fusion is actually what is and facts. Listen to what our global
Elon Musk. These batteries can great about nuclear energy. It is great minds have to say. The scientists,
actually store enough power required a clean, sustainable and plentiful the historians, the scholars are all
by the planet for years thereby source of power, without any danger saying something based on available
offering a possibility to disconnect to the environment. The recently data. Once we are aware, we should
from the fossil fuel oil-based power launched Wendelstein 7-X (W7-X) perhaps educate our children on
grid altogether and immediately stop nuclear fusion reactor in Germany and what can be expected to happen in
further Greenhouse Emissions. ITER (International Thermonuclear the near future. We ought to discuss
Experimental Reactor) an international the available choices. We ought to
Additionally, Tesla has several patents nuclear fusion reactor in France are inform our friends and community
for new inventions and is highly steps towards production of clean members at social meets. We the
invested in harvesting power from boundless energy. ITER (also Latin representatives of Humanity must
sources of clean energy like Solar for "the way") is funded and run by stand together as a society, as a
and Wind. All this is open-source, by seven member entities - the European civilization and collectively face the
the way. Another great example is Union, India, Japan, China, Russia, biggest global challenge of our lives.
Denmark, a country that is already South Korea, and the United States. (Twitter:TheDeepakMenonLinkedIN:
producing 140% of its electricity https://www.linkedin.com/in/
need from Wind farms strategically Young inventors the world over are deepakmenonmba)
installed across the country and will exploring the quintessence of all
soon be off the traditional power natural forces and matter, dark matter, © 2017 Deepak Menon. All rights
grid. Elsewhere, promising inventions dark energy and metaphysics. A reserved. Published worldwide in
like the CO2 Capturer claim to clean breakthrough is expected soon in the association with the Public Relations
ambient air like trees naturally do, realm of the ultimate form of clean Council of India (PRCI).
energy: Free Energy. Prototypes based

GUEST FACULTY POOL

For Mass Communication Courses

PR. Media. Advertising. HR.
Experts, Veterans For Practical Training
Contact: B N Kumar, National President – PRCI,
+91 98201 28332 | mailbnk@ gmail.com

30 | CHANAKYA | March 2017

March 2017 | CHANAKYA | 31

DISRUPTION SOCIAL MEDIA

Just 140 Characters

Nothing more to connect with your audiences

In the future, when we look back on absorb content from hundreds, even
2016, we may come to see this as thousands of touchpoints every day.
the year when social media finally
turned traditional media on its head. One of the many challenges this has
brought for PR professionals is how to
This was, after all, a year in which make communications more effective
Donald Trump swept into one of and efficient in this diverse and
the most powerful jobs in the world complex environment. A broad and
thanks largely to a carefully managed general message is simply not good
campaign of communication aimed enough.
directly at his supporters via Twitter,
and deliberately ignoring traditional Never has it been more crucial to
media. understand exactly who you are
trying to talk to and what you are
“Facebook and Twitter were the trying to say. Our target audiences
reason we won this thing,” Brad are being segmented into smaller
Parscale, President-elect Donald groups, and we need to understand
Trump’s digital director, said after the how we can reach and mobilize these
election. “Twitter for Mr. Trump. And communities of interest.
Facebook for fund raising.”
Digitization, especially the
President Trump’s team raised a
staggering $250 million through establishment of social media, has
Facebook over the course of the
By Ben Shaw election cycle, which accounts for made communications a two-way
more than one quarter of the overall
Co-founder, SE10 PR, Singapore fund raised in his campaign. dialogue, rather than the one-way

And since taking office, Trump has structure we’ve known for so many
made clear that he plans to continue
with this strategy of direct, unfiltered decades. When delivering messages
communication, bypassing the
newspapers and TV stations that to target groups, we are receiving
have been our primary channels of
communication for the last century. responses faster than ever. While

Those of us in the communications this demonstrates the clear value of
industry are well aware of the
disruption going on all around us – communications and helps us build
yet few of us have fully adapted to this
new reality. engagement with stakeholders, it also

Technology has made reaching means we need to be nimbler and
consumers and stakeholders easier
than ever, while our communications quicker to react.
are becoming more sophisticated too.
Where once our target audiences read Remember, this is an
perhaps a handful of newspapers and age where effective
watched a few TV channels, now they
140-character
tweets can carry
someone to the

White House.

32 | CHANAKYA | March 2017

Just 140 Characters

Communicators need to deliver understand the importance processes and responses you need,
their messages quickly and or branding and marketing in but if your story is not well told (and
effectively, responding to fast- supporting their businesses, and are based on the centuries-old principles
changing events, and keeping their making changes internally to support of journalism and storytelling that
audiences connected and engaged. this. have served our industry so well)
Remember, this is an age where any campaign will struggle to get off
effective 140-character tweets can With all this change and disruption the ground. This serves as a useful
carry someone to the White House. it’s easy to feel overwhelmed, but reminder to all of us that while it’s
Those who can’t keep pace will be left for us in communications there is at important to keep pace with new
behind. least one constant that has remained developments, we also need to make
over the years – the need for quality sure we get the basics right.
Further change is upon us too, with content. You can have all the channels,
the rapid transition from written
communication to video. With
the cost of production decreasing
dramatically, the trend is continuing,
driven by platforms such as YouTube,
which now has over a billion users –
almost one-third of all people on the
internet – plus billions of video views
daily.

With globalisation communications
are no longer limited to one country,
region, or even language. Companies
can - and have to - communicate to a
much wider audience than ever; and
also understand that communications
directed at one market or sector
may travel rapidly to another market
or sector. Communicating across
cultures is essential for today’s PR
professionals.

One final trend to note applies
particularly to our business at SE10.
While focused in the B2B market, we’re
seeing much closer correlation with
campaigns and practices that would
more commonly be found in the B2C
arena. Even the most niche companies

No Bouquets Please!

Go GREEN With An E xcel l e nt W a y To S a y T h an k Yo u
March 2017 | CHANAKYA | 33
Plant Saplings

Disruption MEDIA

Subrata Roy’s THINK WITH ME may stir a hornet’s nest

Fast-track Courts
For Bad Media!

In his second book from Tihar jail more importantly an ignition for a media. “When this media fulfills its
Sahara chief Subrata Roy Sahara new growth engine of “Fundamentals responsibility in a constructive way it
calls for sweeping reforms across for making our country ideal”. is very useful for the society…Modern
political, electoral and education print and electronic media so rapid
sectors, improved understanding of He points out: “It is a harsh reality that that any wrong information takes no
religion for national development and we have bigger problems today than time in reaching crores of readers and
above all stringent law to prosecute we had at the time of Independence. viewers. Hence media’s role becomes
erring media. These problems are not good signs all the more significant in terms of
for the future of India.” impact on human society.”
In the books, Think With Me after his
first book and best seller ‘Life Mantras’ Roy’s thoughts on media are bound Roy writes: “Actually, media’s
penned from Tihar jail, Roy clearly to raise many an eyebrow. Being the
expresses his angst, concern and owner of a media house himself, Roy is problem is that they are in a business
all praise to, what he calls, responsible and negative news sells very easily.

Subraroy flanked by Amitabh Bachhan and Jaya Bachhan at the book launch
34 | CHANAKYA | March 2017

Fast-track courts for bad media!

But if my journalist friends work had The Two-child norm is globally He discusses the mass spread of
to create positive stories, these too accepted and Roy calls for strict laws corruption, misuse of positions of
shall sell very well. But to make a to enforce this in India along with a power, wealth and resources such as
positive story juicy and readable, one series of disincentives for those who vehicles and the need for a fair media
has to gather the background may be violate. He then presents the future coverage.
by sitting for hours in a library…but shock of a possible civil war if the
to get a negative story it just takes a population explosion is not effectively Roy suggests a novel idea of
few minutes.” Negative stories float defused. Nominated deputy Member of
around every hour all the 30 days of a Parliament (NDMP) to be attached
month, he says implying that it’s easy On election scenario, he says: to each Lok Sabha member. The
to get and sell negative news. “As election expenses are visibly nominated member will help the
mounting, it is inevitable that people elected MP to coordinate with his
Roy opines that media should strike a with confined spheres, who are constituency in a much better manner
balance between positive and negative thieves, ruffians would reach the without getting involved in day-to-
news. And as long as the negative position of leadership by winning day politics.
news is true, it could be presented elections using their financial clout…”
without exaggeration. He advocates
strictest form of punishment for
“mindless sensationalism” and legal
action on media promoters as well.

Sahara chief writes: “…media often
tends to come across as the worst
enemy of the society.” “Hence it is
essential that laws are formulated so
as to disallow the media from bringing
about decay in the social fabric while it
pursues its own ends.”

Dropping a bombshell, Roy calls for
fast track courts to be constituted “to
ensure that the conduct of the media
is based on absolute truth and is in
accordance with sound press ethics
and to try those who distort facts
and tell lies in the matters of public
welfare.”

Discussing the uncontrolled
population growth, Roy reminds his
readers of the stark realities such as
a majority of the people remaining
unskilled, over one-fourth of Indians
living in poverty and many leading a
pathetic existence. His concern seems
that such population is throwing
up inferior leaders with animal like
tendencies. “Unfortunately the
number of such fraudulent leaders is
rising rapidly. It will, in turn, lead to a
dramatic decrease in the number of
talented, intelligent, educated and
cultured people with the right values,
which will have a negative bearing on
our democratic set up. Persons leading
bestial life will outnumber others and
play a decisive political role.”

March 2017 | CHANAKYA | 35



Brace Yourself For Future Shock

Working on New Strategies is an unending process

Everybody is connected, everybody and public domain endorsements a future time and space where
can be reached somewhere and in the from historically progressive
shortest time. organizations matter most in a uncertainties are the only certainty.
disruptive environment.
Perhaps the biggest implication of International communication
disruption is to adapt by developing The skillset of the workforce changes
new strategies. On the foundation too - the more heterogeneous the societies and individuals are likely to
of culture, the Internet and strong skillset the better, the more variety of
leadership, a plan to stay afloat, ideas in the teams the better. Ideas encounter disruption more than ever
stay relevant and stay efficient and thoughts have to be vetted,
can be conceived. This requires used, archived and reused; slowly in the era of Web 3.0, Mars Missions,
careful analysis and an approach building an arsenal of multipurpose
that leverages past learning and tools that can be deployed to tackle alternate Ancient Histories, Economic
experience into a whole new world disruption in the immediate, short
of things. Being politically-correct is and long-term. These tools cannot be Consolidation, Global Environmental
being replaced by being culturally- bought off the shelf, they have to be
correct. For example, a plan that developed in-house based on a plan crisis, depletion of Planetary Resources
incorporates high integrity, good with a vision for the future.
intention and strong values helps and the dawn of Consciousness.
dodge imminent pitfalls. International Humanity has taken a quantum
partners with equally strong values, leap from the past decade towards Challenges will include economic

survival, continuation of existing

partnerships, engaging audiences

consistently and finding your place

in the overcrowding of the Internet.

Brace yourself, pace yourself and

tread forward strong.

(Twitter:@TheDeepakMenon, LinkedIN:
https://www.linkedin.com/in/
deepakmenonmba)

March 2017 | CHANAKYA | 37

Disruption Healthcare

Beware Of
Humanoid Robots

By Dr. T V Gopal To quote Nigel Smart, founder of which can be monitored by software,
Dyadic Security and Vice President affordable mobile phones, satellite
Anna University of the International Association of communications and utilized by the
Cryptologic Research, a Professor of Government and Industry.
There are just a handful of Cryptology at the University of Bristol,
theories that dominate the UK: Body modification (or body alteration)
progress of the society. They are: is the deliberate altering of the human
Evolutionary Theory, Cyclical Theory, "...all of the world's digital security body for non-medical reasons, such as
Economic Theory, Conflict Theory and is essentially broken. The internet sexual enhancement, a rite of passage,
Technological Theory. will not be secure, as we rely on aesthetic reasons, denoting affiliation,
algorithms which are broken by trust and loyalty, religious reasons,
Any technology ought to have quantum computers to secure our shock value, and self-expression. It
vulnerabilities as it is a theory that connections to web sites, download can range from the socially acceptable
positions society outside of its realm emails and everything else. Even decoration (e.g., pierced ears in many
of methods, practices and processes. updates to phones, and downloading societies) to the religiously mandated
Telemedicine directly spans across applications from App stores will and everywhere in between. Body art
three of the above theories and be broken and unreliable. Banking is the modification of any part of the
touches upon the other two.. transactions via chip-and-PIN human body for artistic or aesthetic
could [also] be rendered insecure reasons.
Robotics is being considered as (depending on exactly how the system
a viable technology option in is implemented in each country)." – It is thus a fact that Humanoid robotics
Healthcare using ICT. Healthcare has has lowered the barriers for entry into
vastly improved in the recent past with We are also anticipating robots doing healthcare domain. The traditional
the deployment of Robotics. Even the hacking. The real danger for healthcare methods are now going
surgeries being done by robot arms is advanced countries like US may not lean and at times on shortened life-
now being reported in popular press. be immigrants. It may be humanoid cycles resulting in many ethical and
Telemedicine is showcasing the ways robots. legal concerns.
and means of controlling the surgical
robot arm through instructions from a However, today a state-of-the-art Technology is seldom neutral. The
surgeon coming over long distances humanoid robot can perform various notion of disruption is not really with
using mobile computing. activities that are mere reflexes for the innovation or technology. By
humans and do not require high nature they are like what they emerge
intellectual effort. The ability to create as. It is the deployment of these
robots and intelligent software is still innovations and technology that is
very primitive, in many ways. Robotics proving to be disruptive.
is almost literally in its infancy: the
hardware is just learning to walk Social Negotiation of Proof of healing
properly and use fine motor control, spanning across distances in a
while the software is finally starting majority of cases involving healthcare
to read at the level of an elementary- with robotics needs the backbone of
school student. There’s a long way to Faith in Humanity at Large through
go before machines can meet and good public relations and transparent
exceed the surgical dexterity of the position papers in this area. (The
surgeon's hands. author is a Professor at Department
of Computer Science and Engineering,
Researchers say the technology College of Engineering, Anna University,
is currently available to implant Chennai, India.e-mail: gopal@annauniv.
biometric devices in human beings, edu, [email protected])

38 | CHANAKYA | March 2017

January 2016

Samachar

Foundation

www.samacharfoundation.com

Content • Skill Development • Media Training • Education

Samachar Foundation

News Cottage, Plot 26-B-1, Next to Sahitya Mandir, Sector-6, Vashi, Navi Mumbai 400703 • Call: 93210 48332

March 2017 | CHANAKYA | 39
SAMACHAR

Disruption COMMUNICATION

It’s Constant

By Vinay Kumar to demonetize 86 per cent of the partnerships and alliances.
currency in circulation in a country
Director – PRCI-international has disrupted not only the lives of a Trump’s emphasis on “America First”
billion-plus Indians, but also impacted during his inaugural speech on
Change is the only constant, the global economy, given the sheer Capitol Hill, that hinted of the US
we heard for several decades. size of the Indian economy. adopting an isolationist policy, was an
With the dawn of the 21st absolute shock for the world’s nations
century, disruption has emerged as Far more than a disruption caused that has seen the US straddling
the constant, even becoming the new in the world of cameras or phones, global commerce and being dubbed
normal. it is this disruption in the socio- the ‘global policeman’ over the past
economic-political realm that we century.
Irrespective of the area of human need to give serious thought to. This
endeavor, disruption is a reality. For year, 2017, has in fact brought that Disruption of a different sort happened
a start, it appeared to hit the job thought to the forefront when tens of when Chinese president Xi Jinping
sector, and myriad jobs including the thousands of people gathered across announced that if the US went into
postman’s job to the print journalist’s Tamil Nadu, leveraging the power a shell with regard to globalization,
job were disrupted by technology, or of social media, to demand and get China would be the flag-bearer for
by the internet to be more specific. the traditional bull-taming sport of globalization and open markets.
Jallikattu reinstated.
Disruption then threw all business Supporting globalization, the
sectors into a tizzy. Land-phone On a global scale, the disruption Chinese president said the process
operators had no more people emanating from the new occupant of had powered the world’s growth
queuing up for a connection, the White House is the most striking. and facilitated movement of goods
photographic film makers like Just as he promised during his and capital, advances in science,
Kodak and Fuji found the carpet election campaign, he is not the one technology and civilization, and
being pulled from under their feet to be concerned with long-standing interactions among people.
by digital cameras, and alarm clocks American traditions with regard to
and calculators fell by the wayside as trade or political correctness. The disruptions that we see in the early
mobile phones incorporated those days of 2017 is, in fact, nothing new,
applications as regular features. In just the first week of his presidency, but should be seen as the continuation
he has altered some provisions of of similar major disruptions in 2016,
Even more relevant are the disruptions Obama Care, signaled the withdrawal when we experienced something as
in the socio-economic-political fabric of the US from the Trans-Pacific major as Brexit.
of society. A prime minister deciding Partnership, and then caused
even more disruption by banning It is in this backdrop of multi-
immigration of people from a select dimensional disruption across sectors
list of nations. that one must take a well-planned
approach towards communication
The last of these decisions was stayed and public relations in 2017 and even
by a Federal Court in the US, but not beyond. The communication horizon
before it had caused chaos (read itself is being disrupted on the one
disruption) at airports across the hand by technology while on the
US, and even an Oscar-nominated other by perilous new developments
director’s travel plans to the US was like fake and planted news be vested
affected. interests.

Such extreme disruption in politics One just cannot wish it away. Instead,
will certainly lead to disruption one must face the challenges
in established trade partnerships. of formulating communication
Within only a week of Donald Trump strategies for the changed world. This,
taking over as the US president, the to mind, is a constant endeavour!
world is scrambling to adjust to new

40 | CHANAKYA | March 2017

Disruption Brexit

Brit & Grit

Indo-British relations poised for interesting times

By Matthew Hibberd and managed by diaspora Indians, increased trade and services comes
Bangladeshis or Pakistanis) plays a the expectation that free movement
Universita’ Svizzera Italiana (USI), Lugano, central part in the lives of millions in of people or migration will increase
Switzerland the UK each week. India and the UK between the two countries. And yet the
are joined in part through the love of UK vote to leave the European Union
In November 2015, Indian Prime Indian food culture which has helped in June 2016 was widely interpreted
Minister, Narendra Modi, appeared both countries come to terms with by many commentators as a backlash
before 60,000 adoring people at their troubled historical relations. against multi-culturalism and mass
the UK’S premier sport and concert India and the UK are key players and migration to the UK. The fear is that the
venue, Wembley Stadium. The choice allies in the Commonwealth group UK will become a more introverted,
of such an iconic venue was well of nations and are internationally divided and closed country after
judged. Wembley Stadium hosted respected and admired for their Brexit which would affect relations
England’s only victory thus far in democratic systems of government. with all countries, including India.
the Fifa Football World Cup back in There is much that binds the two And there are small (but inconclusive)
1966. The size of the venue and its countries. signs that this negative attitude may
central part in English national culture already be affecting business life
has ensured that only the very top In post-Brexit Britain, where the UK in the UK. News in November 2016
performers or football teams can has voted to leave the European that two curry houses were closing
ensure a full house. The prestige of Union political and trading bloc each week in the UK caused much
‘playing at Wembley’ is well known. sometime after 2019, there are many consternation among fans of that
commentators arguing that the role ‘Most British of Institutions’. Some
The fact that Modi could appear at of the Commonwealth ‘club’ should commentators have argued that part
Wembley spoke highly of the relations assume greater prominence and of the problem is a shortage of skilled
between India and the UK. The Indian importance for trade and cultural chefs in the UK and, post-Brexit,
diaspora in the UK has for many purposes. One of the arguments this situation could worsen. As with
years helped propel the UK back to for leaving the European Union was Brexit, the advent of a new Trump
a leading role in international trade that it would allow the UK to build presidency in the USA shows that in
and business. Indian culture has also better and more meaningful trade the near future, at least, international
played a leading role in British life in and cultural relations with countries relations will become more volatile
recent decades too. Oft-cited as one across the globe. While the full and unpredictable as other countries
of the most popular national dishes impact of Brexit is yet to be seen in court greater protectionism in
in the UK is Chicken Tikka Masala. The the UK (whether positive or negative), trade and migration. What is clear
‘Indian’ Curry House (whether owned the current political and economic is that the next few years will be an
context internationally should interesting one for all international
mean that Indian and UK relations observers, especially those that have
strengthen after 2019. Most anxiously supported India and UK relations.
anticipated would be a new India-UK *(The author is Full Professor of Media
Trade Agreement that vastly increases Management, Media Economics and
the amount of trade and services Media and Cultural Industries in the
moving between the two countries. Faculty of Communication Sciences,
IT, manufacturing, banking, education Universita’ Svizzera Italiana (USI),
and environmental management Lugano, Switzerland. He was formerly
would all be sectors that would Head of Division (2011-2016), in
benefit from closer India-UK relations. Communication, Media and Culture,
University of Stirling. matthew.
But there are also some warning [email protected])
signs on the horizon too. With

March 2017 | CHANAKYA | 41









Disruption Swachh Bharat

The Beauty Is In
Sustainability

By Vijay Shekhar The other kinds of campaigns are The ‘Swacch Bharat’
the ones where there is no ‘closure’… campaign team
Vice President, Concept PR (Chennai) where continued implementation or has incorporated
something becoming a way of life is a sustained
Mahatma Gandhi had coined the objective. Swacch Bharat Abhiyan communication
a phrase, ‘Cleanliness is next is one such campaign.Today almost
to Godliness’. And as the every Indian has atleast once seen plan as part of their
years rolled, this phrase started to the photograph and / or video of strategy.
be used whenever one spoke about the Prime Minister wielding a broom
cleanliness. Till around 10 years ago, or and driving home the cleanliness the endorsing celebrity but also
rather before social media completely message. This same message has the sensitivity and sensibility in the
invaded the scene, usage of a quote been reiterated several times through message.
attributed to a great person used to the same or different visuals, the result
work and also impress. In today’s era, being the tremendous awareness that Ever since the launch of the ‘Swacch
these have just become what we call the campaign has created. Bharat Abhiyan’, the campaign
‘forwards’.This is where a sustained managers haven’t lost focus which
campaign scores much higher than The rules of communications have allowed them to communicate right
a mere ‘forward’ in driving home the changed. While the traditional messages to the right audience at the
core message. media remains an important channel right time. The timing of events, such
of communication, it’s no longer as issuing news, feature articles or
There are levels to any campaign. the only way to reach one’s target people events (photo opportunities)
Some campaigns have a ‘closure’, audiences, and more so when a have played a major role in the
which means that there is a goal which campaign like ‘Swacch Bharat’ is overall successful sustainability of the
gets or doesn’t get accomplished. about reaching every Indian across campaign.
Just to give an example…a political the length and breadth of the country.
party charts out a campaign to win Social media channels, blogs and Its human psychology…you see / hear
a forthcoming election. Once the content-rich websites promoting something once, you tend to forget
party has won or lost, the campaign landing pages tailored towards it; but when the same thing repeats
comes to an end…successfully or people across different demographics itself in front of you, appreciatively
unsuccessfully. There is ‘closure’. and geographies are now providing or irritatingly, it gets registered.
direct routes of engagement with the Today at least one feels guilty while
people. throwing a banana peel or a waste
paper irresponsibly. To this extent,
Campaign focus: the ‘Swacch Bharat’ campaign has
been successful in bringing about
The ‘Swacch Bharat’ campaign this recall. One hopes to much more
team has incorporated a sustained benefits in the long run.
communication plan as part of their
strategy. This enables them to focus
on specific areas of the campaign.
A case in point is the ‘Shauchalaya’
initiative, which talks about the
harmful effects of open defecation.
This has been beautifully woven into
the key message. It’s not just about

46 | CHANAKYA | March 2017

Disruption SWACHH BHARAT

Your Opinion Counts

As a prelude to the forthcoming “The campaign touches all of us at act as a reminder to people of the
11th Global Communication every step of lives and we will know need to maintain cleanliness for good
Conclave with theme as the level of awareness and people’s health.
‘Disruption’, Public Relations Council involvement,” said M B Jayaram, Chief
of India (PRCI) has embarked on a Mentor and Chairman Emeritus of “We will have young communicator
nationwide survey on the efficacy of PRCI. volunteers going around in their
the Swachh Bharat campaign. respective localities, asking questions,”
During the survey, PRCI volunteers said Geetha Shankar, Chairperson of
“Swachh Bharat ought to have will ask simple questions on Swachh Young Communicators’ Club (YCC) –
created a positive disruption and Bharat and check in their localities the youth wing of PRCI.
through the survey we plan to find whether people in general and the
out the effectiveness f the massive authorities that are responsible for PRCI is mobilizing 500 volunteers to
communication programme,” said cleanliness are making efforts or not. ask questions.
PRCI national president B N Kumar.
PRCI hopes that the survey will also
In Mumbai, the survey is being
conducted in association with The
Press Club.

Powered by Concept PR, the survey
will be conducted across several cities
and a comprehensive report will be
presented, along with interesting
anecdotes, during the three-day
Conclave to be held in Bengaluru
from March 3. The Conclave theme is:
Disruption.

March 2017 | CHANAKYA | 47

Disruption FLASHBACK

'Sparrow' That Shook
The World

By S Narendra Immediately, after the death of core of the political communication
prime minister Nehru, there was a had fallen off.
Former Advisor to PMs and Govt of India vacuum in political communication
Spokesperson caused by political drift. Lal Bahadur The first was them was the promise
Shastri who succeeded Nehru was of faster development through five
not a mass leader, and his Congress year plans. As resources had to be
backers chose him more for his diverted to defence, III Plan suffered.
perceived weakness. He unexpectedly The other plank, foreign policy rooted
came into prominence and gave in non-alignment received a severe
memorable nation rallying slogans setback. In the aftermath of the Indo-
thanks mainly to the misadventure China, Nehru’s frantic appeals for
of Gen. Ayub Khan of Pakistan....Read US military assistance (as recounted
on S Narendra's column on Political by J.K.Galbraith US Ambassador in
Communication New Delhi in his memoir) had raised
questions about the benefits his
When Shastriji pipped Morarji Desai foreign policy. In one sweep, the
to the post for the prime ministership unifying message of hope and security
after the death of Jawaharlal Nehru that he had managed to convey had
in May 1964, most observers disappeared when his successor Lal
commented that the powerful Bahadur Shastriji stepped into his big
Congress working committee shoes.
chose Shastriji over Desai as a more
pliable, compromise candidate. In The Challenges:
fact, British media invited Indian ire
when they referred to Shastriji as a As the media said, Nehru was a
sparrow. Shastriji was a self- effacing, great banyan tree under which not
diminutive political leader not much a blade of grass could grow. Though
known in large parts of India. Although Shastri had emerged as Nehru’s
the transition of power from Nehru to trusted lieutenant but certainly
Shastriji had been smooth, a sense wasn’t a second in command by any
of political uncertainty prevailed and imagination. During the first few
remarkably there was no attempt months of his tenure as prime minister,
to dispel this mood with effective Shastriji had to deal with one of the
political communication. There were worst economic conditions marked
several reasons for this state of affairs. by drought sweeping north India. The
country had to rely on concessional
The 1962 Chinese aggression seemed food imports, mostly from the US. The
to have broken Nehru’s spirit that in new prime minister tried to shift the III
turn told on his health. As criticism of Plan focus to agriculture and his new
his China policy mounted inside and slogan ‘grow two grains where one
outside the Congress party, Nehru’ s grew before’ did not pick up steam.
credibility also had been damaged, However, Shastriji is remembered
along with that of the political more for his call to make Mondays
communication emanating from him. a cereal-less day for saving scarce
The two main planks of his and the cereals. This had not gone down well
government’s policies forming the with the people, especially with the

48 | CHANAKYA | March 2017

'Sparrow' that shook the World

restaurant and food business. In order Lala Bahadur Shastri - Jai Jawan, Jai Kisan with a memorable slogan ‘Jai Jawan-
to promote the prime minister’s call, jai Kisan’ that resonated with the
the government publicity machinery the western front, the prime minister people. In a simple desi idiom Shastriji
hastily put together pamphlets giving without any hesitation gave them the had communicated a strategic policy
out dozens of recipes for cereal-less go ahead, according to Sharad Kelkar, shift-development and defence, not
meals and snacks and the government who was the private secretary to the Either ,Or ( Nehru was criticised for his
advertising wing created a dedicated then defence minister Y.B.Chavan. alleged neglect of defence )-that was
cell for mailing the pamphlets in large to define his government’s approach
numbers (I was associated with this In the ensuing 17 days full scale for strengthening India’s security. It
exercise). war, India gained the upper hand, further emphatically signaled that his
with significant territorial inroads government would accord priority to
Notably, the Congress party into Pakistan. In the meanwhile, US agriculture that had not received the
itself was inactive on the political and Soviet Union applied pressure importance it deserved in the five year
communication front, Its President, on both the countries to go for a plans thus far. For a people fighting
K.Kamaraj, could speak only Tamil truce. The Soviet Union hosted a hunger and food scarcity this was
and was known as ‘parkalam,Kamaraj’ meeting between India and Pakistan a welcome message. Alas, Shastriji
(most questions put to him elicited at Tashkent for hammering out a was not there to carry forward the
this response, meaning ‘Let’s see’).The peace pact. The prime minister who political communication riding on his
party was a divided house, after the had travelled to Tashkent suffered a very popular slogan that had won him
implementation 1963 Kamaraj Plan fatal cardiac arrest soon after signing public support.
in which prime minister Nehru had this agreement. According to media
asked senior cabinet ministers-Moraji persons who had accompanied the In January 1966, barely 20 months
Desai, Jagjivan Ram, Biju Patnaik, PM, Shastriji was extremely worried after Nehru’s death, India was thrown
S.K.Patil, Lal Bahadur Shastri and about the possible adverse public into political uncertainly. The political
several chief ministers to step down. reaction back home to terms of this transition was not smooth this time, as
However, Nehru had brought back agreement, according to which India Morarji Desai insisted on contesting
Shastriji into the cabinet later, that had had to give up the gains made in the for the prime ministership against
not gone down well with the seniors. war. the Congress party’s nominee Mrs
Now Shastrijim had succeeded Nehru. Indira Gandhi .Eventually, Desai lost
Even Mrs Indira Gandhi, inducted Jai Jawan-Jai Kisan: the vote and Mrs Gandhi was sworn
into Shastriji’s cabinet as I&B minister in as prime minister on January 19.
was reportedly sulking, according The effect of this war on India’s politics According to most commentators,
to senior journalist Inder Malhotra. was that it had put the limelight on senior party leadership, especially
In an an article in the Indian Express Shastriji’s quiet but firm leadership the party president Kamaraj, was
written a few years before his death, and the nation had rallied behind him. scared of Morarji Desai’s perceived
Malhotra wrote that Mrs Gandhi was Amidst the crisis Shastriji had come out unbending nature. Their choice fell on
unhappy that she was not given the Mrs Gandhi, as they deemed her to be
foreign ministry. Another sore point ‘gungi gudiya’ (dumb doll) who could
with her was that Shastriji was not be manipulated. A stung Morarji
consulting her on important policy Desai, refused to join Mrs Gandhi’s
decisions. Such political differences cabinet.
were sufficient to slow down the
government machinery as well. This was a pre-election year and
the Congress party monolith was
Agni Pariksha: cracking not only in Delhi but also
in many states. This was at a period
While Shastriji was grappling with when the country was facing daunting
domestic economic problems and the challenges - one of the severest
Congress party’s latent dissensions, droughts, it had to recover from the
there suddenly loomed an external costly Indo-Pak war and the prospect
threat as well. Gen:Ayub Khan who of one of the worst BoP or balance of
had usurped power in Pakistan, sent payment crisis. There was no political
in army men disguised as Kashmiri leadership in sight that was capable of
militants to the Srinagar valley. dealing with such mighty challenges.
When the defence chiefs proposed
a massive Indian counter attack on

March 2017 | CHANAKYA | 49

DISRUPTION e-Governance

Redefining G2C
In Punjab

By Karan Aggarwal It has been well recognized in the Based on the tendering process, the
State of Punjab that e-Governance Government of Punjab selected BLS
Executive Director - BLS International is an enabler to good governance as the Service Operator and System
Services. in the State. The objective of the Integrator to deliver the defined
Government of Punjab is to facilitate scope within 60 days from the date of
50 | CHANAKYA | March 2017 citizens to avail all Government handing over the sites to us.
to Citizen Services (G2C) anytime,
anywhere in a hassle free, transparent The scope of work for BLS
and time bound manner. To achieve encompasses, site takeover from the
this objective, the Government Government, setting up local area
conceptualized setting up of Sewa network, supply and install hardware
Kendras across the State of Punjab. and peripherals, providing requisite
manpower, consumables, cash
A strategic roadmap was prepared by management and operate, maintain
the State Government to ascertain the & manage the Sewa Kendras as per
requirements and to enable issues to the provisions of the contract. It was
be dealt with a holistic perspective well recognized that, for BLS to play
and with speed. The outcome of the its role effectively, significant capacity
roadmap was to identify strategic need to be built across the Project.
points at District, Sub Division and A multitier training and capacity
village level, standardize the layout building program was therefore
and architectural design and to implemented to achieve the desired
construct Sewa Kendras in a time objectives.
bound manner.
The project caters to 3 broad
The main challenge posed in the categories of services based on the
development of such kind of project level of automation done by the
was choosing between two distinctly departments a) Services with backend
different strategies. On the one hand, digitization where BLS does the data
there was an option of managing entry, collects payment and does
multiple solution providers by the scanning and uploading of document,
State. This means managing diverse followed by delivery of services, upon
contracts, inconsistent service levels, approval as per b) Services without
integration issues and incompatible backend digitization where BLS does
reporting procedures. On the other data entry, collects payment and
hand, the alternative strategy, manually submits the application
identifying a Service Operator, shifts forms to the line department & based
the responsibility to a single point of on the approval, collects the service
contact. It is in this context, the State outcomes for delivery to the citizens
of Punjab opted to select the latter for through Sewa Kendras c) Payment
implementing the project across the and information services where
State. payment is collected or information is
provided as per the service provisions.
This was followed by a transparent
process to implement, operate, The Government intends to position
maintain and manage the Sewa Sewa Kendras as a single point of
Kendras across the State of Punjab. collecting various applications and