CHANAKYA March 2020

CHANAKYA | MARCH 2020 51

SPECIAL FEATURE

EVMs here to stay CEC Sunil Arora survive With globalization and
ever rising competition, she said
hackneyed or template solutions
may not always work and one
needs to think out of box and act
on one’s toes.

Explaining the concept of PRCI
Young Communicators Club, its
Chairperson Geetha Shankar said
YCC has established its presence
in ten cities covering various mass
communication institutions and
universities.

“Only serious studies could be
boring for the students. Hence, we
consciously avoid much serious
talk and have interesting contests
and anecdote-based sessions
sharing our experiences. Plus, the
assignments and projects that we
give keep them engaged. Thus we
supplement and compliment the

Various speakers dealt with the interest, he said.
theme PR- What is the Big Idea and
the unanimous conclusion was PR “Our PR Hall Fame is the only feature
is a Big Idea! of its type in the profession where
we induct senior professionals with
Presiding over the inaugural, MUJ excellent track record,” Jayaram
Chairman and Chancellor Dr K added.
Ramnarayan said he was happy to
such a major congregation at MUJ Making a presentation on a host of
which always stood for sharing novel projects launched by PRCI,
knowledge. its governing council chairman B
N Kumar said the organisation has
In his opening remarks, PRCI Chief gone well beyond the pink-shirt,
Mentor and Chairman Emeritus party-happy culture to emerge as a
M B Jayaram said the Council has true communication exchange.
come a long way from the day
eminent journalist and fearless The unique social communication
editor of Outlook magazine late idea has caught the imagination of
Vinod Mehta had inaugurated it the media and it resulted in positive
on March 3, 2004 at Bangalore with impact, be it the #SaveParsikHills
his truly inspiring thoughts on the or #IamMamngroveIamDying
importance of PR, particularly in campaign which have won
difficult times for corporate and international awards.
even politicians.
Explaining the theme, Conclave
Apart from conducting global Chairperson Vijay Lakshmi said: “An
idea can not only can change but
communication conclaves, make a big impact on the society
as such. Moreover, Communication
felicitating achievers with the or PR is all about ideas – ideas that
work, impact our lives
prestigious Chanakya awards and
Asking whether communication
recognizing talent through PRCI professionals also need ideas to

Excellence awards, PRCI also hold

knowledge forums and media

seminars on issues of current

52 CHANAKYA | MARCH 2020

SPECIAL FEATURE

academic training that the students Paliwal, multi-faceted personality
get in their classes,” she added. and Dr Saadullah Khan, MUJ.

Participating in a fireside chat Bakul Gala, vice-president of
with Kumar, Dr Pragnya Ram, Corpcom at Wadia group, anchored
Executive President – Corporate a unique panel discussion on
Communication and CSR, Aditya communication for agriculture.
Birla Group, said ideas do matter in Kamlesh Daga –Plasti Surge
PR and one has to keep coming out Industries, Sunitha Subramaniyan
with them to appeal to media. – TAFE and S.Narendra – ex PIO,
stressed that communicators
Dr Ram said communication had a major role in improving
professionals ought to be assertive the agriculture output as well as
in telling their bosses as to what improving the lot of farmers. Media
makes news and what not and also should not neglect the sector
keep reasonable expectations. on which over 60% of the nation
depends and that contributes
She pointed out that the mass majorly to the GDP.
communication institutions which
are dime a dozen just churn out Dr Saadullah Khan of MUJ, C J Singh
graduates without any substance. of Core PR Chandigarh, Dharan of
Some of the young communicators PRCI Chennai took part in a session
and journalists write appalling on communication education that
English and the reports get printed was conducted by Geetha Shankar,
without any check. YCC Chairperson. Their conclusion
was that PRCI could form the
Team Kerala led by T Vinay Kumar channel to make education future
explained the initiative taken by relevant as well as industry focused.
them in meeting the crisis arising
out of the Kerala flood fury. It was Jitender Bhargava, Ex-Executive
rather rare that PR professionals Director, Air India, Suman Das
physically joined the rescue and Sharma, Senior Partner, Ketchum
rehabilitation, said session anchor Sampark, Vaishali Desai, Godrej
Sanjay Rammoorthy, who is also Properties PIB official, Sandeep
the chairman of PRCI Mumbai Agrawal, CEO, Think Energy,
chapter. participated in a panel discussion
on Ideas and PR. Shweta Rajpal
Talking about the growth of regional Kohli, ex-NDTV news anchor,
media, Bhuwanesh Jain, Deputy conducted the discussion and the
Editor of Rajasthan Patrika said panelists concluded that ideas
Indian language newspapers have do make PR relevant to changing
emerged as formidable platforms social needs.
for communication. “That is a big
idea to deal with,” he said. Veteran journalist H K Dua, MP,
said in his special address said
NDTV special correspondent communication plays a major role
Harsha Kumari Singh said “in in democracy, while Cyber Security
competitive TV journalism, we have expert Dr C B Sharma, IPS, said
to come out with innovative ways cyber criminals cannot go scot free
of reporting to remain ahead.” as they can be caught even after
decades. The technology that the
A panel discussion anchored by cyber criminals use will help track
PRCI Governing Council director them, he added.
R T Kumar, saw interesting
Dr Pragnya Ram addressing exchange of thoughts on “Is Social
the 13th Cionclave Media Humbug” by speakers
Rashi Bammi, Founder and CEO,
Renaissance PR, Anindita Singh,
Corpcom Head, L&T Metro, S P

CHANAKYA | MARCH 2020 53

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54 CHANAKYA | MARCH 2020

CHAPTER CHARCHA – NAGPUR

PRCI flag hoisted in
Orange City

In order to offer better communi- Kumar said that in today’s scenario The office bearers of
cation exchange opportunities everyone who is holding a mobile
among professionals and young in hand is potential broadcaster. Nagpur chapter of PRCI are:
communicators, Public Relations But this weapon has to be used
Council of India has launched its rightly. He advised the young Chairman - Asheesh Tayal,
37th chapter at Dhanwate National communicators to start with
College, Nagpur recently. broadcast through mobile and to Manager (Public Relations),
grab the opportunities to write and
Chairman cum Managing Director communicate as matter of practice. WCL (Coal India Ltd);
Western Coalfields Limited Rajiv
Ranjan Mishra was the chief guest, Avinash Gawai, National Secretary, Vice Chairman - Praveen
while the keynote address was PRCI-YCC and guest of honor spoke
delivered by B. N. Kumar, Chairman about the young communicators Mudholkar, Bureau Chief,
- Governing Council, PRCI. club which has been launched
in association with the Mass BBC, Nagpur; Secretary-
Mishra emphaszed on taking new Communication Department at
initiatives and thinking out of box Dhanwate National College. Abhishek Mohgaonkar,
with innovative ideas. He quoted
the example of WCL where the Principal Dhanwate National Director - Law & PR, Hardev
made a huge difference to the College Surendra Jichkar said there
society by supplying potable water are enough growth opportunities Group, Nagpur; Joint
using the discharged water from in the communication profession
its coal mines at a very nominal for the youth. Secretary - Kundan Hate,
cost. Mine Tourism, the first of its
kind in the country, was another D. M. Gokahle, Area General PR Professional, Ex Zee
WCL initiative. The communicators Manager of WCL, Rajesh Bobade,
should take note of such initiatives, Coordinator PRCI, Vidarbha Region TV; Treasurer- Nikhilesh
he said. were the guests of honour.
Sawarkar, Director, ICT

Media Pvt. Ltd; YCC

Cordinator - Amar Aney,

PR Professional; Publicity

Coordinator - Shashin Rai,

Assistant Director, PIB;

Members: Vijay Rajput,
Programmer, Aaksahwani,
Nagpur; Baban Nakhle,
Former HoD Mass Comm
Dept, Dhanwate National
College, Nagpur.

CHANAKYA | MARCH 2020 55

CHAPTER CHARCHA - DEHRADUN

PRCI blooms in Doon

Public Relations Council of India PRCI also conferred 1st PRCI The key office bearers of the
(PRCI), a premier non-political Dehradun Award of Excellence PRCI Dehradun chapter are Dr.
and not-for-profit organization during the event on noted authors Rajesh Kumar, Chairman -Shishir
of professionals in the fields of Dr. Jaskiran Chopra and Ms Prashant, Vice Chairman -Vikash
public relations, communication, Roshen Dalal for their outstanding Kumar, Secretary- Hem Prakash,
advertising and many other allied work in the field of literature. The Treasurer- Pankaj Tiwari, National
services launched its 32nd Chapter event was supported by Aadhar Representative- Karunakar Jha and
in Dehradun at a ceremony in Doon Housing Finance, Muscles Factory Zonal Representative and Aastik
University Campus in April last. Strength and Fitness Consultants, Thapliyal.
Global PR and Events Services,
The event was graced by Dr. C.S. theJhakaas.com for supporting this CJ Singh said that public relations
Nautiyal, Vice Chancellor, Doon event. Aadhar Housing Finance is a management discipline
University, CJ Singh, Senior VP PRCI, Limited (AHFL) is one of the and the need for professional
largest affordable housing finance communicators is growing and
Mr. Jayaprakash Rao, South Zonal companies in India servicing the opening of the 32nd chapter
Head, PRCI; Dr. Rajesh Kumar, home financing needs of the of PRCI in Dehradun would not
Chairman, PRCI Dehradun Chapter; low-income segment. Today, its only help students network with
Shishir Prashant, Vice Chairman, branches across 20 states and union professionals and acquire newer
PRCI Dehradun Chapter, noted territories, help to reach more than insights and skills, but shall help
authors Dr. Jaskiran Chopra, Ms 90% of the country’s low-income organisations and institutions to
Roshen Dalal among others besides population in 2500+ locations take professional guidance in their
senior faculty members from and provide credit solutions that business growth.
leading academic institutions in make home-ownership accessible
Uttarkahand, delegates from media to everyone.
and communications industry and
students.

R-L Prof. (Dr.) VC Nautiyal presenting PRCI Charter to Dr. Rajesh Kumar Chairman PRCI Dehradun Chapter,
Mr. Jayaprakash Rao, Zonal Chairman PRCI South

56 CHANAKYA | MARCH 2020

CHAPTER CHARCHA - DEHRADUN

PRCI LAUNCHES PUBLIC SERVICE DRIVE

Fight for Right to Walk

Public Relations Council of India Citizen’s Charter is a document Departments/ Agencies of many
(PRCI) Dehradun Chapter in State Governments and UT
association with Global PR which represents a systematic Administrations have brought out
and Event Services has launched a their Charters.
campaign titled ‘Right to Walk’ to effort to focus on the commitment
make Dehradun city walkable and HP Uniyal, Advisor, State Planning
safer for pedestrians. of the Organisation towards its Commission, Government of
Uttarakhand lauded PRCI Dehradun
The aim of the campaign is to Citizens in respects of Standard of team for the launch ‘Right to Walk’
make people, young generation campaign. He also spoke about the
in particular, aware of the need Services, Information, Choice and provisions made in Dehradun Smart
for safe and walkable streets. All City plan for pedestrians.
the speakers present at the event Consultation, Non-discrimination
acknowledged the severity of the Rajesh Kumar, President, PRCI
problem and promised support and Accessibility, Grievance Redress, Dehradun expressed confidence
to this cause. They deliberated on that with the coming together of
ways to make the city of Dehradun Courtesy and Value for Money. industry, academia, people leaders
more walkable and unanimously and government agencies the
agreed to make it part of the This also includes expectations of campaign will be a huge success.
Citizen’s Charter. He emphasized on the need for
the Organisation from the Citizen
creating public spaces and
for fulfilling the commitment of public parks in the city of
Dehradun for people to
the Organisation. Citizen’s Charter walk for good health.”

initiative not only covers the Shishir Prashant, vice
president-PRCI Dehradun,
Central Government Ministries/ said, “Due to maddening
traffic in the city which has
Departments/ Organisations increased in the past two
decades, there is no space
but also the Departments/ left for pedestrians in post
of the places. Except some
Agencies of State Governments places like EC Road and
Rajpur Road (that too in
and UT Administrations. Various patches), you will not find
any pavement.”

He added, “My right to
walk has been snatched. I
want this right back that
too with all dignity. I think,
the situation hasa become
bad to worse in most of
the cities in India. The time
has come now to start a
campaign for restoring
the right to walk. Please
support the cause for
better future.”

CHANAKYA | MARCH 2020 57

CHAPTER CHARCHA - DEHRADUN

Maa Tujhe Salaam

Dehradun - Mothers' Day

DEHRADUN: Public Relations beings, Mother’s Day definitely in the world. Howe's Appeal to
Council of India (PRCI) Dehradun gives us an opportunity to express womanhood was a pacifist reaction
Chapter has organised a our emotions towards her. This to the carnage of the American
programme to celebrate Mother’s is the reason behind celebrating Civil War and the Franco-Prussian
Day in the Doon University Campus. Mother’s Day on second Sunday War. The appeal was tied to Howe's
in the month of May and this year feminist conviction that women
The programme was chaired by Mother’s Day is being celebrated had a responsibility to shape their
Dr. Rajesh Kumar, Chairman, PRCI on 12th May.” societies at the political level.”
Dehradun Chapter. The event was
graced by Shishir Prashant, Vice In an emotional touch, Prashant “This day is celebrated in different
Chairman, PRCI Dehradun Chapter recited a self-created emotional countries on different days to pay
and Mr Karunakar Jha, Zonal poem titled ‘Meri Ma Kitni Sundar tribute to Mothers but in India and
Representative, PRCI Dehradun Kitni Kitni Pyari Bholi Bholi Ma’ most other countries in the world
Chapter. while remembering his mother. second Sunday of May is celebrated
as Mother’s Day. People express
Expressing happiness over the Mr Jha said, “Mother’s Day was their heartfelt emotions towards
event, Dr. Kumar said: “We can never first celebrated by American their mothers in various ways on
repay our mother for everything social activist Julia Ward Howe. the occasion of Mother’s Day,” Jha
she has done for us. Though we do Written in 1870, Howe's "Appeal added. During the programme,
not need any special occasion or to womanhood throughout the PRCI Dehradun Chapter members
day to pay tribute and show love to world" (later known as Mother's also deliberated on the future
our mother who brings us into the Day Proclamation) was an appeal course of action.
world and makes us good human for women to unite for peace

58 CHANAKYA | MARCH 2020

CHAPTER CHARCHA - CHANDIGARH

PRCI CHANDIGARH HONOURS 8 ACHIEVERS ON DAUGHTERS’ DAY

Salute to Neerja
Pan Am Trust

Chandigarh -Daughters' Day Awards

CHANDIGARH: The Chandigarh continuously. Dr. Deepti Gupta, Dean of PU
Chapter of Public Relations Council Alumni Relations and chairperson
of India (PRCI) in association Sharmita Bhinder, who runs an of the English & Cultural Studies
with Panjab University Alumni NGO EmPower was recognized for Department, remarked that every
Association observed the working with special children, and day is a daughters’ day and the
Daughters’ Day at the English training parents and teachers for Indian values teach us to be
Auditorium. working with special children. respectful to each other which is
fundamental to strengthening the
Seven women achievers and Supreet Dhiman is acknowledged social fabric of the society. Women
Neerja Bhanot Pan Am Trust leader as a social activist whose have special task of keeping the
were recognized for their campaign against incest has good ethical values alive generation
accomplishments and contribution garnered international attention, after generation, she added.
to society. and was recognized for her
advocacy work, rescuing the victims National Vice President of PRCI
Speaking on this occasion, Prof and providing psychological C.J. Singh explained that PRCI had
Nishtha Jaswal, Vice Chancellor of support for their rehabilitation. been observing first week of July
Himachal Pradesh National Law as Daughters Day pan-India since
University, said that women must Entrepreneur and an army officers’ 2006 since birthday of astronaut
realize their own potential and wife, Sartaj Lamba, who is chairman Kalpana Chawla falls on 1st July,
that they are already empowered of AJ Group of companies, was and is run to generate awareness
and capable of multi-tasking which awarded for empowering the amongst people to value the
thrusts more responsibility on them girls in slums through literacy womenhood and the dignity they
to inculcate better values amongst and vocational training, and deserve in the society.
their children so that future being a role model for budding
generation can evolve positively. entrepreneurs. Northern Regional Chairperson of
PRCI, Renuka Salwan, conducted
The PRCI Daughters’ Day awards Neerja Bhanot Pan Am Trust was the proceedings and said that PRCI
were given to polio-afflicted recognized for running the Neerja with its 35 chapters across the
paralympic table tennis gold Bhanot Award since 1986 which country are engaged in building
medalist Poonam, and international had been celebrating the women self-confidence amongst girls
chess players Arunima and Tarini of substance and values who had and women through its strong
Goyal, as well as international become an epitome of rightful communication campaigns and
skater Vidushi Rawat who holds action, restoring women’s dignity activities.
Asian record of skating 15 hours and inspiring others.

CHANAKYA | MARCH 2020 59

CHAPTER CHARCHA - KERALA

DAUGHTERS’ DAY - KERALA

Be confident and
move ahead

KOCHI: The attitude of the society Services Exams. But on all those Union scholarship "Erasmus
towards girls must change and occasions the support my father Mundus". After receiving the award
the myth that a girl cannot do extended to me was really great. she appreciated the initiates of
anything just because she is girl The mindset of most of the people PRCI & Press Club in recognising
also must be removed, said the prevailing even today is to get their the importance of Daughters." If
Deputy Commisioner of Kochi G daughter married the moment they someone says that a girl can't to
Poomkuzhali IPS. become mature. A lot of people anything, I will not agree to it or
advised my parents also that IPS is accept it" She added.
“The parents of daughters have not suitable to girls. But my parents
a lot of responsibilities. You stood with me. And I dedicate my U S Kutty, Chairman of PRCI Kerala
will only know how to groom a victory to them,” she said. Chapter presided over the meeting.
daughter only when the when Press Club Secretary Sugathan P
you become a parent, she said Even after failing in +2 exams and Balan welcomed the gathering. PRCI
addressing the Daughters Day loosing her father, Gini Gopal, our National President Elect Dr T Vinay
Celebrations jointly organised by Award winning daughter, with Kumar made the opening remarks.
the Ernakulam Press Club, Public her own efforts, determination Press Club Joint Secretary Smitha
Relations Council of India ( PRCI ) & and enthusiasm became a N Krishnn proposed the vote of
Young Communicators Club ( YCC successful entrepreneur providing thanks. Press Club Acting President
) -Kerala Chapter. The Daughters employment to 100s of women Arun Chandra Bose, Executive
Day is celebrated all over India and won the title of Miss Fitness Committee member Satheesh A
by the PRCI to commemorate the 2019 in a recent fashion show. "Self S, PRCI National Jt Secretary P K
birthday of the first Indian origin confidence is the only asset I have." Natesh, International Director Sunil
astronaut Kalpana Chawla. She said very proudly. Kannath, YCC Kerala Director K
Naushad were among those who
"My father supported me The second award winner Uthara attended the celebrations.
completely till I finished my studies. Geetha, the only Indian to be
I have failed thrice in the Civil selected for the coveted European

A view of Dauighters Day event

60 CHANAKYA | MARCH 2020

CHAPTER CHARCHA - HYDERABAD

PRCI HYDERABAD CHAPTER’S JOYRIDE IN BMW, MERCEDES, AUDI

Girls are Pearls

HYDERABAD: Public Relations Public School. He aims to clear excitement and surprises. Starting
Council of India (PRCI) Hyderabad Civils one day be a Government the day with Luxury Joyride, the
Chapter along with Cherish official. Radha, a B.Com graduate girls from age 7 to 25 were treated
Foundation celebrated the aims to be a Company Secretary royally and taken on a joyride in five
Daughters Day with a unique one day. Currently she is working luxury cars such as BMW 5 Series,
initiative ‘Girls are Pearls’ to bring as a Teacher at Delhi World Public Mercedes Benz (S-Class), Audi
smiles on the faces of the less School. Esther is a graduate Q7 provided by Dr. Mani Pavitra,
fortunate ones. pursuing PG and working as a Jay Vellanki (a student, he himself
English Teacher at Srujana High drove the girls for the Joy Ride);
Seven Orphan Girls, who despite School, Uppal. Lily Pushpa, a B.Tech Kaushik, an architect and interior
of odds, studied and secured jobs Final Year student is working as a designer and other cars were hired.
in prestigious IT companies and Front Office Executive at St. Paul’s They went around the city for two
schools and are an inspiration to High School. Mamata, a graduate hours. Anjali, one of the inmates of
others, were also felicitated on the is working as a Teacher at Srujana Cherish, said that she used to say to
occasion. The girls who converted High School. Susheela, a B.Tech her friends that she will study hard
poverty to possibility were who is working as a Teacher at St. and one day travel in big cars like
presented with luxury watches from Peter’s School. Mercedes. It is a very special day
Just in Vogue and were honoured today, I will remember it all my life.
with shawls. Those honored girl Speaking immediately after Today my dream has been fulfilled,
achievers included: Shailaja, Sudha, receiving the honour, Mamata said an elated Anjali said.
Radha, Susheela, Ester, Lily Pushpa, that though we are too small to
Mamatha. receive a honour, it is a memorable PRCI Members TVS Narayana,
day for me and worth mentioning Aparna, Geeta, Prakash Jain;
Shailaja, a B.Com Graduate is in my diary. I will remember this in Freemasons Ashok Kumar, B.
pursuing PG and is aiming for my whole life, she said. Nagaraju, P. Veerabhadrudu,
Civils. She works as a Process Praful Sahgal, Seshu Kumar, PR
Associate at Genpact. Sudha, a The ‘Girls are Pearls’ initiative had professionals Devraj Solanki, Ritesh
graduate pursuing PG is working the 27 orphan girls of Cherish Burla, Kalpana, and others helped
as a Nursery Teacher at Delhi World Foundation for day filled with organize this unique programme.

Flying high after luxury car dream ride

CHANAKYA | MARCH 2020 61

CHAPTER CHARCHA - HYDERABAD

PULITZER WINNER CARO GUZY CHATS WITH
HYD PHOTO JOURNALISTS

Picture Perfect

HYDERABAD: PRCI Hyderabad in Carol Guzy wisdom and the vast experience
partnership with Hyderabad Press she gained working over three
Club and Indian Photography professional duty, she replied. decades. She offered her tips,
Festival organised a Tete-a-Tete for tricks and secret sauce behind
Hyderabad’s media photographers Replying to another question how her distinction as a motivation
with one of World’s top Photo to handle unfavourable climatic to budding professionals. It was
Journalists, Carol Guzy a four time conditions not so conducive for win-win for both her and her
Pulitzer Award Winner photography, Carol said that is the participants
beauty of the photography. “You
Carol Guzy, from UNA is an must produce compelling visual Well over 100 photo Journalists,
American news photographer stories out of any given scenario. “ News Photographers, Photo
formerly worked with The Enthusiasts, Media Professionals
Washington Post. Asked comment what according to attended the inateraction.
her is a Good news picture, she said
Carol patiently answered questions the one that can be understood, in Carol Guzy was in the city at the
of photo-journalists for a well over spite of language barriers by one invitation of IPF in connection
90 minutes. When asked what and all across the world without with the South Asia's leading
would she prefer black white or reading the caption. Photography Festival, IPF 2019.
colour to portray pain through her
photographs, she said: “I prefer to A Nursing Degree holder turned
work in Balck and White. It is easy Carol also shared her knowledge,
to portray pain through colour pics.
But, doing the same through black
and white is tough. I always prefer
doing tough things first in life she
shared.

She has seen pain as a Nurse
serving patients and also seen pain
in people while photographing
them during conflict, war and
disasters.

Humanity or Professional duty what
should be the first priority of the
news photographer while covering
people in distress, or victims in war
zones, conflicts or accidents etc.?
Given a serious situation of the
accident victim, helping him or her
should be the first priority. If you
dont, then you are considered as
insensitive. A good photo journalist
understands where to draw the
line. Photo Journalists are good
instant thinkers. Whatever deem fit
right in that situation it should be
done. If given an opportunity they
must exhibit both humanity and

62 CHANAKYA | MARCH 2020

CHAPTER CHARCHA - NAVI MUMBAI

NTPC, PRCI JOIN HANDS FOR VIGILANCE WEEK

Civic body goes online

NAVI MUMBAI: Navi Mumbai
Municipal Corporation has gone
online with vigilance services and
this has been proved to be of a
big help to citizens, said municipal
commissioner Annasaheb Misal.

Addressing a Vigilance Week NMMC Commissioner addressing Vigilance Week event.
seminar, Misal said the online
service, meant to tackle citizens’ Misal appreciated NTPC for to digest injustice.
grievances , has evoked good taking the initiative of holding
response and even the reddressal the outreach programme in Navi She lamented that in our day-to-
system has been quite effective. Mumbai and said such awareness day lives the tendency appeared
drives would go a long way in to compromise. This is clearly seen
He remarked that corruption building a corruption free society. when motorists do not observe
is not limited to government basic traffic decency and just break
departments alone. Society as a Lions Clubs International district the signals in a herd mentality.
whole has to pay attention to this governor (for dist 3231 A-2) Integrity should be integral part of
aspect so that integrity becomes Maneshwar Nayak said integrity our lives, she added.
integral part of our lives. plays a major role in maintaining
reputation. He illustrated as to Environmentalist Nandakumar
The civic body would consider how certain so-called top business Pawar said vigilance against
setting up a separate vigilance leaders lost reputation built ecological destruction is a
department if required, Misal, over years when they slipped on continuous process and just a
who was the chief guest at the integrity. matter of a week’s observance.
seminar organised by NTPC, India’s He cited the example of the on-
largest energy conglomerate. Former senior audit officer at CAG going fight against destruction of
NGO Navi Mumbai First, national Geeta Poduval said throughout her wetlands and mangroves in MMR
communicators’ body Public 20 plus years of career she refused and said the people would have to
Relations Council of India (PRCI) be alert to save environment.
and Lions Club of Navi Mumbai
NRI supported the event with the
theme Integrity – A Way of Life.

PRCI governing council chairman
B N Kumar said media and
communication industry play a
major role in maintaining vigilance.
Integrity should also be part of
communication professionals lives,
he said.

K Ravindran of NTPC presenting a memento to Mohan Gurnani, K Ravindran, additional GM
Chairman of Navi Mumbai First. (corporate communication) at
NTPC explained the company’s
outreach across the society during
the vigilance awareness week.
PRCI west zone chairman Sanjay
Rammoorthy proposed a vote of
thanks.

CHANAKYA | MARCH 2020 63

CHAPTER CHARCHA - BHUBANESHWAR

National meet on
PR Analytics

BHUBANESHWAR: The Public was the guest of honour. PRCI, by KVR Murthy, former Chairman,
Relations Council of India (PRCI) has Bhubaneswar, Chairman Ashok Jute Corporation of India. R.N
organised a national conference on Kumar Panda, working President Mohapatra, former CPRO of
‘PR Analytics: Challenges Ahead’, Dilip Kumar Bisoi and B.K Joshi also Eastern Railway, Kolkata and Shri
in collaboration with East Coast spoke. Sanjay Panda, former Union Textile
Railway, Sikhsha ‘O’ Aunsandhan Secretary also spoke.
University and Birla Global Jyoti Prakash Mishra, Chief Public
University at Chandrasekharpur, Relations Officer of East Coast Baidyanath Mishra, former
Bhubaneswar. Railway, Lalatendu Das, Deputy Manager PR, Rourkela Steel Plant,
General Manager, Nalco, head of Aparna Rastogi, Assistant professor,
Vidya Bhushan, General Manager journalism department, Jayanta NIFT, Bhubaneswar, Rainy Rose,
of East Coast Railway who was Swain, Ravenshaw University, doctorate scholar, Xavier University,
the Chief Guest said that the Sashanka Patnaik, Rourkela and Shri Gyanaranjan Mishra, Birla
conference will generate very Steel Plant Manager corporate Global University were the expert
relevant parameters and see communication, and Nalini Patra, presenters on the topic Future of
how PR analytics can be used head of journalism department, Public Relations.
to advantage. Ishan Patro, vice BJB College presented papers in
chancellor of Ravenshaw University two sessions which were chaired

Lalatendu Das, Chief of PR Dept NALCO ,Prof KVR Murthy, Professor,Geetam University, Vishakapatnam, R. N.
Mahapatra, Regional Chairman, PRCI-East, J.P. Mishra, CPRO, East Coast Railway, Dr Ashok Kumar Panda,
Chairman PRCI Bhubaneswar Chapter and Dr Sanjaya Panda, formar Chief Secretary of Tripura & amp; Union
Secretary Textiles, Government of India at the National PR Conference.

64 CHANAKYA | MARCH 2020

CHAPTER CHARCHA - KOLKATA

Going Places,
across borders

KOLKATA: It has been a year successors of Chomsky’s ideals, Senior National Vice-president
of engaging participation of and walk a step or two, towards Prof. B.K. Sahu, and Chairperson of
young minds and enthusiastic the larger unification that this the Kolkata Chapter Prof Biswajit
collaborations with the time desperately requires. We as a Das were invited to chair the event.
neighborhood for the Public communicators fraternity, celebrate
Relation Council of India (PRCI), the golden thread between two Dr. Mahmud said: “I am delighted to
Kolkata Chapter. This year, apart ‘Bengal’s divided by polity, united be present here in this event of unity
from the scheduled events by ‘Bangla’, with mutual dialogues between the two brother-nations
happening for several years, the and the same cultural affinity we and want to convey my special
Kolkata Chapter, PRCI has taken share. thanks to the Kolkata Chapter of
special initiatives under the camps PRCI for participating in this lovely
of World Communicators’ Council In the month of March of the initiative, which I am sure this will
(WCC) and were present in the following year, the Bangladesh bring the two nations even closer
inception of Bangladesh Chapter & Chapter has been launched and the with the means of fruitful dialogues
Nepal Chapter. executive committee is been set and healthy communication.”
up with the presence of Dr. Hasan
“A language is not just words. It’s a Mahmud, hon’ble Information In the following Bangladesh tour
culture, a tradition, a unification of Minister of Bangladesh as chief there were also cultural talks
a community, a whole history that guest. In the launching event in 29th and events organized under
creates what a community is. It’s all March, 2019 Indian delegates were the inspiration of Indo-Bangla
embodied in a language.” - Noam present as special guests, Chairman ‘moitree’ (friendship) initiative.
Chomsky Emeritus & chief mentor of PRCI Such one interactive session was
Mr. MB Jayaram, Chairman of ‘Radio-anchoring and program
We claim to be the proud Governing Council Mr. BN Kumar, production for Radio workshop’
which was mentored by Shri Abdus
Sabur Khan Chaudhuri, Shri Abir
Shreshtha of Bangladesh, and Shri
Biswajit Das from Kolkata Chapter,
PRCI.

The Kolkata chapter of PRCI is
dedicated towards engaging the
youth of the society by organizing
various interactive, educational
and recreational sessions and
workshops. Similarly this year
there has been a very special event
organized by the Kolkata Port
Trust in-collaborations with the
PRCI, Kolkata Chapter in middle
of the year named “Management
Dynamics of Public Relations”. This
was an important educational
session mentored by experts
of the field of public relations
where majority of the audience-
participators were college and
university students of Journalism
and Mass communication and

CHANAKYA | MARCH 2020 65

CHAPTER CHARCHA - KOLKATA

trainees, young professionals also. collaboration tour in association Hon’ble Mr. Pradeep Kumar
This highly interactive session with the WCC the Nepal Chapter of Gyawali, Minister for Foreign
was quite successful in-claim that WCC was inaugurated in-presence Affairs, Nepal has attended the
the audience raised potential of the national chairing members ceremony as chief guest. The
questions regarding the topic, and of PRCI and Kolkata Chapter of warmth of resident organizers and
the discussion revolving the field PRCI as well as in Bangladesh. The participators from various parts
of professional public relations Launching ceremony along with of the continent has led the event
is supposedly helpful for every the South Asia Media Conference to a very fruitful note indeed.
audience. was held in Kathmandu, Nepal. The fair exchange of opinions,
ideas and insightful discussions
The Kolkata Chapter, PRCI has and also the participation of PRCI
celebrated “Daughters Day” and delegates not only contribute in
this year it was organized at Kolkata the Indo-Nepal collaborations but
Press Club, Maidan auditorium in also it promotes the larger goal of
association with the Press Club. free communication amongst the
The President of the club Snehasis willing.
Sur himself attended the event and
spoken boldly in the motion of The determination Kolkata Chapter
women empowerment. Secretary of PRCI beholds in the fields of public
of the WCC Abir Shreshtha recited relations, media and corporate
a heart-warming poem in Bengali management is what that produced
which added a special tone to the the various events, talks, seminars
event. The highlight was surely the and workshop arranged throughout
two highly achieving and respected the year. The steady leadership and
ladies as chief guest Prof Anju Seth, organizational strength promotes
Director IIM Calcutta and guest of a healthy community of young
honour said: “My dear daughters, communicators and volunteers that
now is the perfect time to step up runs the spirit and certainly is highly
and snatch the place you deserve. capable of doing excellent such job
So just laugh out of joy, be open and in the approaching year also.
boldly handle all kind of challenges,
and shine with excellence. Never
ever sit back and accept failure.”

In part of the international

66 CHANAKYA | MARCH 2020

ESSAY

And we have miles to go…

DR CV NARASIMHA REDDI

“If I were to my Personnel”, rather than “Quality of In contrast, Public Relations
last dollar, the Profession”. The need of the Education in the Indian
I would hour is professional excellence. universities is still a nascent stage.
spend it on public Notwithstanding the fact that PR
relations” said Bill I visualize seven trends of PR in is one of the growing professions,
Gates, the founder 2020. They are as follows: most of the conventional
of Microsoft. universities in India offer multi-
In fact, public ADAPTION OF PR cuisine, all-in-one communication
relations (PR) has emerged as a key 2.0 NEW MODEL and journalism courses in which,
component of any business in this out of eight courses, public
day of instant communication. As a measure of revamping PR in relations is one.
the decade ahead, the need of the
Before we enumerate the future hour is a paradigm shift with PR 2.0 When Dr. B. R. Ambedkar Open
of public relations in the 2020, it is new model as coined by Brian Solis, University submitted proposal
most appropriate to take stock of it is otherwise called convergence to the UGC for recognition of
the state of the art public relations of traditional PR with internet and MA Mass Communication and
in India. PR played a significant social media. Public Relations, it has rejected
role in the two remarkable the proposal on the plea that this
achievements of independent India Dr. Doug Newsom, Professor course is not in its approved list.
– Emergence of India as the world’s Emerita, Texas Christian University, It clearly means that the UGC has
largest vibrant democracy and that USA observed that “convergence not recognised PR as an academic
India has been transformed into of traditional PR with internet is a discipline.
global economic player, poised pragmatic approach to manage
to become world’s third biggest stakeholders relationship. However, The New Education Policy (NEP)
economy. understanding, how to use and Draft 2019 recommended the
manage social media channels is of introduction of a four year bachelor
With one lakh PR professionals, over great importance”. degree especially in liberal arts. It is
30 lakh extension communicators most appropriate and relevant that
including nine lakh ASHAs ARTIFICIAL INTELLIGENCE (AI) in tune with the NEP, the UGC must
on the one side and one lakh launch a four year Bachelor’s Degree
newspapers; 1000 TV channels; In 2020, no organisation can with three majors as Journalism,
500 radio stations; 36 lakh internet escape from AI, to maintain Public Relations and Advertising.
connections; and about 120 crore effective relations with the Such a policy, undoubtedly, will
cell phones; 1.6 lakh post offices; public. Transcriptions, automated produce proficient PR personnel.
on the other, constitute the world’s translation, speech to text services,
biggest communication network. printing of publications, relations Training: In fact, PR is skills oriented
with customers will be some of the profession. One can be successful in
What is the state-of-the-art public AI driven technologies to reach this profession when PR personnel
relations in India? It is a mixed bag, largest section of masses. The are equipped with professional
containing a few sophisticated machine driven human intelligence skills – Reading, Writing, Speaking,
and competent PR professionals opens new frontiers and Listening, etc. A major lacuna in
second to none in the world on opportunities for PR professionals. the practice of Indian PR is lack
the positive side, while a majority of any induction or in-service PR
of non-professionals without any PR EDUCATION AND TRAINING training. As opposed to developed
professional education reflecting countries, where the percentage of
the negative aspect of the In the UK PR is offered as a major skilled workforce is between 60 to
profession. According to Adfactors, course both at UG and PG level 90 per cent of the total work force,
PR Agency that 90% of PR such as BA (Hons), MA PR, MS India has an abysmal 4.69 per cent
personnel have not read any book PR. The University of Sterling of workforce with formal vocational
on PR. The distinguishing trait of offers MSc (PR), both in regular skills. It is worse in the PR field.
the profession is “Quantity of PR and distance mode. Four majors The Indian Institute of Mass
are offered in USA at UG level –
Journalism, PR, Advertising and
Mass Communication.

CHANAKYA | MARCH 2020 67

ESSAY

Communication was established in CONSOLIDATION OF If PR is regarded as strategic top
New Delhi for imparting training PR DEPARTMENTS management function, the Director
and research. Unfortunately, this of PR must find a place in the
institute confined to the training of If the 2019 decade made presence Board which formulates policies
Indian Information Service officers for all management disciplines.
and conducting Diploma courses of PR as management function, Unfortunately, the PR by and large
in Journalism, Advertising and PR, is at the middle level under HR
which are nothing but replication 2020 envisages consolidation of or Marketing. Therefore, public
of universities courses. Therefore, relations must be placed at the top
it is suggested that all State PR departments with specialised management level with a Director
Governments should establish or Vice-President (PR) who should
Mass Communication and PR branches such as Media Relations, be made responsible to the CEO.
Academy at the State level for the And CEO, who is accountable to all
training of communication and PR Internal Communication, External disciplines, must assume the role
professionals. of Chief of PR for designing PR
Stakeholders relationship, strategy.
PR RESEARCH AND INNOVATION
Advertising, Publications, Social A BRIGHT FUTURE-
Lack of research and innovation FIVE FACTORS
are the two major pitfalls of public Media, Feedback mechanism, etc.
relations practice in India. If the US If challenges are converted into
has reached great heights in the PR REPORTING opportunities and if all such
fields of science and technology opportunities are tackled with a
and emerged as the number one in Lack of measurement of PR vision, a bright future beckons
the world’s economy, it is because programmes is the greatest lacuna Indian PR, because of five
of its priority for research and of PR profession, like marketing, important factors. These factors
innovation. A National Research management demand results from include (i) India continues to
Foundation proposed by the draft PR in improving the image of the sustain world’s largest democracy;
NEP is a good step in the direction of organisation. One of the short (ii) India is poised to become
research in India. The Government comings of Indian PR is lack of world’s third biggest economy; (iii)
as well as corporates spend crores management recognition for PR on India will become world’s largest
of rupees both on image building par with HRD or marketing. English speaking nation; (iv) India
advertising and public relations will be the hub of world’s largest
campaigns, but rarely their impact Public relations reporting is a media network with over one lakh
on the public mind is assessed. processofkeepingthemanagement newspapers; and (v) India is likely
informed about PR activities and to have 50 states instead of 29. (The
An international PR firm, BBDO accomplishments. The PR manager author is Editor, Public Relations
in its survey revealed that “PR has to periodically report progress Voice & Former State Director,
industry may never be fully to the top management. It is a Information & PR Department, AP)
respected, unless it can provide report card of the PR department.
measurement of its value of PR reporting is a challenge to PR
different programmes. Therefore, professionals. However, if they
research is the rocky but sunlit do it systematically, management
pathway for PR professionals to undoubtedly recognise their hard
climb once for all out of the quacks work in projecting the corporate
and spin doctors’ status, where affairs to both internal and external
our work is judged by instinct and public.
intuition. Each PR department must
have a research division on par with CEO AS CHIEF OF PR STRATEGIST
All India Radio’s Audience Research AT THE BOARD LEVEL
Unit with adequate budget.

Innovation is yet another field of
activity to project new theories,
new practices that enlighten the
stakeholders. Innovation alone can
take PR to greater heights.

68 CHANAKYA | MARCH 2020

MY WISH

Conversations with
my Crystal Bowl

JAIRAM N. MENON

Some people ask questions to Siri and Alexa but I rely on old-fashioned
methods. So, for an issue as vital as mapping PR beyond 2020, I turned to
my Crystal Bowl.

1. COME TELL ME, CB (CRYSTAL BOWL, NOT CHETAN BHAGAT),
HOW WILL THE WORLD OF PR LOOK LIKE BEYOND 2020.

CB: Both very similar and very different.

2. DON’TTALK LIKE A FORTUNE TELLER, CB. CUT TO SPECIFICS.
Companies will prefer PR over other communication tools.

3. IS THAT BECAUSE PR WILL BECOME MORE POWERFUL?
Everything in this world is relative. PR could appear more attractive

because Advertising as it is practiced today seems unable to bridge the
trust deficit.

4. DOESN’T PR ALSO SUFFER FROM ISSUES OF TRUST?
Yes, but for society’s sceptics and nay-sayers, advertising is the more

visible target.

5. HOW PROFESSIONALLY EFFECTIVE ARE TOMORROW’S PR GUYS
GOING TO BE?

That depends on their clients.

6. CLIENTS?
A PR person’s professional standards will rise only as high as the

expectations of his or her client.

7. WHAT ABOUT GENERAL STANDARDS IN THE PROFESSION?
The good will be better than before, the bad a lot worse.

8. BUT WON’T THE NEW BREED OF YOUNGSTERS – BRIGHT EYED
AND BUSHY TAILED – MAKE A DIFFERENCE?

My answer is the same.

9. AH, AND I SUPPOSE WE ARE GOING TO SEE A LOT MORE OF
DIGITAL PLAY?

Obviously.

10. WILL DIGITAL COMMUNICATIONS THEN MEAN THE END OF PR
AS WE KNOW IT NOW?

Beta, (CB can get patronizing occasionally) digital is a medium. Do not
confuse the medium with a technique of messaging.

CHANAKYA | MARCH 2020 69

MY WISH

11. PR PUNDITS ARE SAYING THAT THE PR PROFESSIONAL EQUIPPED WITH AI WILL BE MORE THAN
JUST A VENDOR –HE WILL BE A STRATEGIC PARTNER TO CLIENTS.

Yes, they have been saying it for years. This ‘Vendor vis a vis Strategic Partner’ analogy is as old as the hills.

12. BUT WILL AI TAKE AWAY OUR JOBS? (WRINKLES OF ANXIETY APPEAR ON MY FOREHEAD)
That depends on what you see as your job.

13. MEANING?
If you believe your job is purely relaying press handouts to the media, please look for another career. But if you

believe in being sharper in your analysis, more acute in your observation, deeper in your understanding and
more evocative in your expression, you will continue to flourish.

14. GOOD! (WRINKLES DISAPPEAR). THEN I CAN CONTINUE TO ATTEND CONFERENCES LIKE THIS ONE
AT BANGALORE?

My Crystal Bowl did not reply. But then, CB never states the obvious.

70 CHANAKYA | MARCH 2020

BRAND

Growing Your Brand Online

ANINDITA MOOKERJEE SINHA

Be a brand, brands behind them to that matter, taking your brand from zero to one
to create a is no more restricted to outdoors – online!
brand! It is or TVCs only. Digital spaces have
not a one-time been playing an effective role here. BE OMNIPRESENT
affair, but success How you utilise and ‘manipulate’
can be tasted with the space, is the art you need to Facebook, Instagram, LinkedIn, etc
continuous and master! are all slices of the social media pie.
consistent efforts, With 2.38 billion users on Facebook,
over a period. Right now, this very second as you 1 billion users on Instagram, 500
are rummaging through this article, million users on LinkedIn, you do
In today’s date, you can shine there are 4.4 billion people using not want to miss any slice of the
as an author, rather than just a the world wide web for information, piece. Ensure that your brand is
marketer to sell your brand. Brand entertainment and a whole slew of present on every major platform
strategies have evolved with time, other reasons. to penetrate effectively into your
and now companies have started target audience.
establishing their credibility as In this digital reign, where
a responsible entity, trying to smartphones, tablets, laptops are After having a basic social media
reach the hearts of public at large an extension of who we are, having strategy for all major platforms in
through emotional connect, rather your brand online is not a choice, place, prioritise between platforms
through one off collaterals. The but a compulsion. based on your brand objective,
messages are strong and with audience and any other parameters
societal commitments. The digital world is a deep ocean you use to measure your brand’s
and before you sail into it, you performance.
The mediums for dissemination of should sharpen your skill &
the messages to sell products or strategy. Here’s a quick guide to BREAK THE MONOTONY

Are you still just publishing static

CHANAKYA | MARCH 2020 71

BRAND

posts on your brand’s social Einstein of the digital world. resume is for an individual. Every
media handles? Then you are user that lands on it, judges the
stopping your brand from having a BE CONSISTENT brand based on it.
breakthrough!
Spamming or no show are two If you want to make a good first
A social media amalgam of videos, big no-nos on social media. Be impression with your audience,
stories, polls, engagements posts mindful of the number of times then bedeck your website! Tell a
and static posts will make your and the frequency with which you tale through your content, express
brand the perfect brew. 2019 has are posting on your brand’s social an emotion through your images
been a year of videos. They have media handles. and most importantly make your
15% more engagement compared website get the rank you deserve!
to static posts. Vertical videos, live Overdoing might irk your audience
videos and various other forms and underdoing might reduce your BEFRIEND RETARGETING
of video have taken over our brand’s visibility. Experiment and
newsfeed and are now also taking find the balance and stay consistent Retargeting is to a marketer, what
over the advertising spectrum. with your brand. the hammer is to Thor. It is the
sacred weapon that allows you to
Stories are a great addition to your BURN THE MIDNIGHT OIL TO follow your potential customer, that
brand’s social media arsenal and MEASURE every marketer should be using.
guarantee a great engagement It lets you tell your brand story,
rate. So, break the barricade of The strategy you sketch, the knock on a potential customer’s
monotony to build your brand creatives you craft, the audience door more number of times and
online. you select and the money you increases the chances of driving
spend all go in vain, when you don’t action.
BE PREPARED TO EXPERIMENT measure your brand’s business
results. The minutes you spend to Spend rigorously on retargeting
Story ads, canvas ads, carousel execute your campaign should be and reap the benefits.
video ads and a whole lot of equal to the minutes you should
novel ad formats are taking over spend on studying your campaign Take a chance, try and make the
the online space. Experiment with results. most of the business platter, the
your online spend, emerge with online world offers your brand.
a formula that works for you and Analyse, optimise and see the (The author is Head – Corporate
enjoy the results. magic happen! Communication, L&T Metro Rail
Hyderabad Ltd.)
Go on, experiment and be the BEDECK YOUR WEBSITE

A website for a brand is what a

72 CHANAKYA | MARCH 2020

BRAND

Relevance is the key

PARESH CHAUDHRY but even before that, a brand needs to grab eyeballs fail as they create
to look inwards. no real impact and, down the line,
As I sit down this dents both the brand image
to pen this, Looking inwards and finding a and the moolah in the process.
I read that meaningful presence in viewers/ Consumers become suspicious of
Virat Kohli has consumers lives by way of a brand a brand/business’ tall claims and
become the first purpose is critical to optimum promises.
person from India brand management in the long
to have 50 million run. It invites loyalty through There isn’t a perfect recipe for a
followers on Instagram. Now, I’m positive brand associations and brand purpose, but one thing is
certain that I have your attention. brand awareness. So, here we for sure that the true challenge
The 31-year-old skipper has are, professionals trying to give arrives right at the conception
become a coveted brand. He is shape to the vague yet lucrative stage. The brand purpose must
one of the best batsmen that the concept of brand purpose in the be related to the problem that the
country has to offer, the world even, world of branding, advertising and brand is solving, only then is it
and is a valuable celebrity. In a study marketing – all in a bid to be a easily believable. Having a clearly
conducted by global advisory firm brand that is remembered. It is this defined, relevant brand purpose
Duff and Phelps, Kohli sat right at intangible, meaningful presence brings about trust and loyalty in the
the top of the brand valuation list which lends itself to the visual, long run, and hence, effective brand
for the third consecutive year – the tangible aspects of a brand – be management. This is important
study suggest that his value rose by it the logo, fonts, colors, taglines, because having a purpose equals to
a whopping 39% to $237.5 million campaigns and so on. asking uncomfortable questions, for
in 2019. which the brand must have answers.
Such a presence can be achieved
So, how can your brand compete through consistent messaging Creative content and initiatives that
with the likes of brand Virat Kohli? across all marketing channels which offer clear cut solutions are key
Assuming that you neither play ensures that when people think – as opposed to material created
cricket for your country nor can of your brand, their perception to manipulate feelings or give a
you afford to hire Kohli to endorse is aligned with your efforts of semblance of ‘taking a stand’. Short
your brand. The answer, that I’ve creating a desired brand image. term thinking (read going ‘viral’)
found, is – by defining a solid brand Reports show that consistent and and ad hoc adoption of causes can
purpose which will thrive in today’s meaningful brand presentation create little or no significance for
click-bait world. The brand purpose across all platforms has helped brands, especially in multinational
dictates the brand vision, brand increase revenue by up to 23%. companies.
strategy and eventually, leads to Additionally, meaningful brands
effective brand management. Sure, fare considerably well at the stock A brand purpose needs to be
constructing a positive relationship market. relevant across all the markets
with the target market/audience is and countries that a business has
significant for brand management In this regard, superficial attempts presence in. Once a believable
purpose is found, all aspects of
Pic by NALIN SOLANKI brand management begin to fall
in place. To top that, if the culture
and systems practiced/endorsed
by the brand resonate with the said
purpose, you have the formula for
successful and poignant branding.
In principle and in practice, these
are sure shot ways for brands to
not burn cash in vain and more
importantly, stand for something
with utter conviction. (The author is
Group President - Corporate Brand
Custodian, Adani Group)

CHANAKYA | MARCH 2020 73

74 CHANAKYA | MARCH 2020

BRAND

AN ENTREPRENEUR’S FOOD FOR THOUGHT

Anna Yogi to Cake Wala

RK UPADHYA

If the garden city of Bengaluru and north Indian varieties of with the sole purpose of studying
is famous for its clean, efficient, purely vegetarian dishes and food processing industries, keenly
tasty and yet affordable eateries, products. The Mayura Group is observing the logistics they
the seeds of such a revolution like an extended family of several had developed, machinery they
were sown a few decades ago, by entrepreneurs, whom Srinivasa employed, hygiene levels they
a small, closely-knit community Rao has encouraged to become maintained and the economy of
from the coastal region of Udupi partners. He has inculcated in them scale they adopted. His innate
and Dakshina Kannada. Among the sense of discipline, efficiency genius combined with the
the pioneers of this community and single-minded ambition to knowledge gained abroad gave
has been Gopadi Srinivasa Rao, reach the target. The mantra shape to Good Bread in 2001, in
who hails from Gopadi village in for success is serving traditional which thousands of likeminded
Kundapura taluka. culinary dishes – many of these are people have invested and turned it
into a roaring business.
At the young age of 18, Srinivasa Rao Srinivasa Rao
began his journey from the Kadapa special items having their origin The establishment of two units
district of Andhra Pradesh in 1976 in Udupi – made under extremely of Cake Wala at Jayanagar is
with a restaurant named Vikrama. hygienic conditions, offered at another milestone. They offer
He won the hearts of Andhrites affordable prices and served with typically Indian cakes and baked
with delicious south Indian food. a smile. products of a mindboggling
Though belonging to a traditional All these things did not happen variety, (and shapes as you can
Brahmin family, he soon developed overnight. There were many see in various cartoon avataars)
the art of making eggless cake years of tapas that this Anna manufactured through state-of-
which became hugely popular Yogi Srinivasa Rao went through the-art technology and machinery
in the town and its surrounding before he achieved success. He that have been imported from 13
areas. The annul cake exhibition he visited several foreign countries countries, famous for their bakery
has been organising over the last products. There is a separate
two decades – depicting temples, food lab to conduct research and
churches and mosques in cakes develop tasty snacks.
symbolising communal harmony –
attracts thousands of people who As Bengaluru has earned the
come from far and near. eputation of becoming a tech
city with lakhs of hard-working
When Srinivasa Rao made forays nuclear families, a large percentage
into the hotel industry in Bengaluru, of whom being from outside
it was already an over-crowded Karnataka, Srinivasa Rao has hit
market. He knew he had to innovate upon the idea of offering them
or perish. With his entrepreneurial home-made’ food at reasonable
skills being aroused and challenged, prices under the count-and-weight
he became an innovator par scheme. The Nammoora Hotel also
excellence, unleashing one new meets the needs of bachelors and
enterprise after another. families who have guests or small
parties to cater to.
The Mayura Group launched by
him has turned into a flagship Exclusive south Indian dishes are
enterprise having opened nearly 60 served at Taaza Thindi which offers
branches of restaurants, bakeries a unique experience to customers.
and cafeteria, in Bengaluru and They can walk in to the restaurant
Kadapa, serving both south and not only see how the food

CHANAKYA | MARCH 2020 75

BRAND

items are prepared using specially- has become a household name for
designed machines, but also get its quality of food and Eeshanya
to watch the plates, glasses and Restaurant meets the need for big
vessels being cleaned mechanically, or small celebrations in a modern,
an important aspect which usually beautiful ambience, the Roof Top
gets overlooked. Café is a desi café of international
standard which attracts young,
The Cane-O-La outlets that exuberant crowd.
dispense fresh, healthy, organic
sugar cane juice, after obtaining Srinivasa Rao’s achievements as a
the cane directly from farmers, hotel industrialist are laced with
have managed to attract young a human as well as humanitarian
customers who are moving away face as he has involved himself with
from harmful and addictive aerated a number of social and charitable
drinks. These outlets have become activities which he has carried on
popular in other parts of the state silently with least publicity.
and country too. Since juice goes
well with ice, but very often people His life’s motto of purity of business
don’t pay attention to where the ethics before profit should act as
ice comes from, Rao has set up a the guiding principle for those who
manufacturing unit to produce ice aspire to follow in his footsteps.
from hygienic sources of water. (The author is a Bengaluru-based
veteran journalist)
If Cool Joint at Jayanagar 4th block

76 CHANAKYA | MARCH 2020

BRAND

BIG LESSON BRAND LOYALTY

Beggar and a chooser

VIJAY SHEKHAR

Believe it or pav that they were eating or including me, had that
not, but my anticipating; or because they
first lesson simply didn’t want to give. ‘Wah…kya baat hai’ expression on
on the importance The beggar then started
of brand building picking up from the remains our faces. And that’s when I learnt
came from a in the dustbin, and even put
roadside beggar. a couple of morsels into the importance of good brand
his mouth. It was an uneasy
Back in 1994 – 1997, when I was sight for everyone around. building, and how it impacts every
studying in Pune, Joshi vada pav A kind-hearted man forbade
was a newfound craze. They used him from doing so. The man class of society.
to have only one small outlet then (who was waiting for his Joshi
(am told that they have around vada pav) took out Rs. 3/- from
20 – 25 outlets today across the his wallet and gave it to the
length and breadth of the city), and beggar, while pointing out to the
their journey towards becoming Sapna outlet…he assumed that the
a ‘brand’ would have begun just ‘lesser vada pav’ should be fine for
around that time. The place used a roadside beggar.
to be crowded at any earthly hour
of the day. The beggar happily accepted Rs.
3/-, took out Re. 1/- from his tatters,
Just next to this outlet was another and headed straight to Joshi’s
vada pav outlet called Sapna (name counter. Seeing this, the kind-
changed) Vadewale…they made hearted man and everyone else
equally good vada pavs,
but were yet to become a Have seen and have also
‘name’ like Joshi. Sapna had been part of quite a few
very few customers when brand building campaigns
compared to Joshi…many ever since. But ‘Joshi vs
of them being those who Sapna’ continues to remain
were in a hurry and couldn’t my first impactful case study
afford to wait long at Joshi. on the topic.

Around that time, a vada LEARNING:
pav used to be generally
priced at Rs. 2/-…Sapna’s When people have the
price was Rs. 3/-, and Joshi’s resources, they go only for
Rs. 4/-. what they perceive to be the
best. The ‘Joshi’ brand was
One evening when I was already built in the beggar’s
waiting for my vada pav mind. And when he added
at Joshi, I saw a roadside up his resources to the meet
beggar hovering around the requirement, he went
the place. He asked for for what he perceived to be
money from a few people… the best. (The author is Vice
they didn’t give, either President & Branch Head
because they didn’t want – Chennai, Concept Public
to lose focus on the vada Relations India Limited)

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BRAND

Personal Branding-
Love Thyself First!

GEORGE KOSHY And yet, this is a commitment you journey is a continuous one where
make to yourself – to ensure you every action and representation
Approaches to build the right 6-lane highway that defines the ‘you’ needs a pre-
understan- and not a mere ‘path’ towards a design. Granularly it would begin
ding a need successful career. with the touchpoints in your life
and building an – your social media accounts, the
objective driven The Leadership Level is when it content you put out there, the
personal branding gets a tad trickier – an individual people you are seen with, the
strategy is the key is usually already being watched impact you are identified by and
– and here, no one closely. By this stage there are pre- the irreplaceable tasks you are
but the individual himself/herself built stereotypes and hierarchies sought out for.
can take the right steps. drawn strongly within a working
group. Of who gets all the external These take a long time to build; and
At the Entry level, it’ll be about limelight, who becomes the face of more so, an even longer time to
highlighting one’s capabilities, the function and tada tada tada…et establish – Consistency in actions
of the skill-sets one brings to al. Most individuals get drawn into a remain the only force you can
the table – to tell the ecosystem power struggle at this stage. Often determine. From an image of Frank
around them – “this is what I can comparing growth possibilities Sinatra walking out of a helicopter
do for you – use me effectively!” within the limits of another with a drink in hand that I recently
In most cases this leads to a senior. Almost always creating a noticed on someone’s twitter, to
conducive work environment and ceiling in one’s mind on possible the impeccable 350 word ‘personal
effective utilisation of a person’s achievements and yet, always musings’ that I know a senior editor
talents. Often paving the right thinking self-growth means waiting puts out every weekend – there is
direction to one’s career. Most of for someone else to de-accelerate. an image that’s constantly being
us get drawn so much into our Instead, this is the moment in built, a need in the ecosystem for
daily lives that we get sucked into life when I suggest individuals to you as a brand that you cultivate –
the worker phenomenon. Listening follow a ‘neon sign’ approach. Go and this is what finally defines the
to instructions, landing-up with a out there, network, meet, create outcome. A self-realisation that
cute puppy face at every beck and bridges with influencers, peers you push up the cliff for others to
call of our seniors. And hence it is from other ecosystems; shortlist notice – But at the centre of it all is
absolutely important to ‘self realise’ people who have an influence ‘You’ - knowing your strengths and
and be clear about a plan for one’s on your business, the decision being able to shine a lamp at the
career at this stage. makers within your organisations. dark corners of your capabilities,
This is the ‘boomerang catalyst’ of without holding yourself back
At the middle level – personal success at the place you are. When often thinking, ‘what’s the big deal’.
branding helps set oneself apart third party high beta influencers (The author is a journalist turned
from peers. This is the moment in a highlight your capabilities to your communication professional now in
person’s career when he/she needs inward ecosystem – growth follows. ‘Waffle-Street’ mode. Follow him on
to highlight successes and use twitter @georgekoshy)
something I’ve coined over years We often get stuck in the everyday
as a pedestal approach to dealing rigmaroles of corporate life and do
with everyday life. Think of placing not find time for ourselves. Though
your work station (an open one at the benefits of a personal brand
that) at the centre of the office and are the ability to ‘self-manage’ and
overlooking your boss’ cabin as ‘curate’ one’s own life and progress.
well as at the centre of the entire It begins with the most important
office. This is a bold step – everyone aspect of ‘self-realisation’ and yet,
would know the time you step into that remains just the beginning. The
office, the time you leave work and
how you spend your time working.

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SOCIETY

Born equal

There should be no place for gender bias in society.

ANNU MATTOO RAINA

Idon’t want creation and we all are bound to Our history and Vedas have
respect it? But considering the level been following this for centuries
to make any of discrimination in our society together and India still holds this
towards a particular gender is definition of living in its every bit
background to shocking. of life. Then if we think this way,
where do we stand today as nation
write something And whenever I try to forget in terms of respecting our females?
the past, I am again and again Where are we going as a society?
which should have reminded of the repetitive heinous We need serious deliberations for
crimes more monstrous than this and give a genuine thought
been fundamen- previous one. We are being told that how this should be eradicated
you are a female; you are nature’s from the society.
tally right if we think soft creation. You are vulnerable
and we have every right to play Just think when the crime happens,
we are living in civilized society. I with your modesty. Shouldn’t how the victim takes it –his entire
we think and introspect a bit existence is challenged. Think
hope you all know that the nature in and open up ourselves for more about his soul, flesh and mind
cognisant debate with certain which is torn into pieces. I have felt
its entirety is eventually made up of level of consciousness. We should it so much so that I get into tears
preach Vasudhaiva Kutumbakam. many times and feel pity for myself
Masculine and Feminine energies.

Even the smallest creation of the

mother earth is a combination of

both the energies.

So, the point I want to make is
that why we are ignorant about
it or we intentionally want to be.
Why shouldn’t we understand that
a man and woman are nature’s

CHANAKYA | MARCH 2020 81

4 decades
14 Milk Unions
23,691 Villages
14,573 Milk Co-Operative Societies
25.12 lakh Milk Producer Members
8.67 lakh Milk Suppliers
78 Lakh KGS of Milk
Procurement per day
20 crore payment per day
to producers
70 plus Milk Products

7070

82 CHANAKYA | MARCH 2020

SOCIETY

being a part of this society. How the accused, even if the accused is I know in today’s world the gender
does it become easy for a man to a juvenile. biasing has no place and our
just damage anybody’s soul? society has changed a lot. But, it
Here a very important point raises still exists.
So, the point is our society has that even if we blame law and other
actually come to a level where it has machinery for the increasing crime PATRIARCHAL SOCIETY
lost its endurance for the human rate. It is equally important for us
lives and has come to standstill. to first introspect and see through Head of the family is male member
Sometimes I think, are we really the very important elements and from here the stigma of
living in a civilized society or we as a society. Society is equally patriarchal society comes into
have given it into the hands of self- responsible for rise of heinous existence. So, males from the very
styled crooks to do whatever they crimes. We, as a society can’t keep beginning are given the freedom to
want to. our eyes and ear closed and just be do anything. This is not acceptable
meek spectators longing for justice if we really want to build decent
Looking for solutions for such to prevail. society where inequality has
crimes in police custodies and law no place. We need to be more
is not enough. Even if the police The reasons for the crimes which responsible to give explicit shape to
and law comes to any consensus to can be looked are the following: our society where values, ethos and
reach at certain paradigm but that cultural heritage have a pivotal role
is not the only solution to help and UPBRINGING OF BOY AND GIRL to play. It should start from home,
eradicate this cancerous trend in CHILD IN OUR SOCIETY schools & educational institutions.
our society.
If we see at our society, it is at the I mean teaching of moral values
Yes, I agree that law needs its time of the birth of a girl child should become mandatory in
execution and implementation very we are not ready to accept the schools to instil the value system
forcefully with complete integrity. new born consciously. Thus, the in our society which will produce
There should be no second first step towards gender biasing people of higher spirit and integrity
thought about it, the law needs to starts from birth. If it happens to that leads to a conscientious
be stringent for heinous crimes like be baby boy, acceptance is easy. society.
rape, female feticide, child abuse So, non-acceptance and gender
etc. as the scenario for such cases biasing is fundamentally one of the I wish a society of better humans
in our country is alarming .The causes of crime towards women and safe for human lives across
machinery of law system of India and soft targets. From here the genders. (The author is a senior
needs to be revamped or execution seeds of inequality, disrespect and MarCom Professional)
made more powerful. No mercy for incompetence are sown.

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