Aura and You

Posted: 3rd January 2012 by Ashish Dave in Aura and You
Tags: , , , , , ,
0

image Aura is not a common phenomenon for all of us and is never ever a subject to chat on. Many books and articles have already published about aura but aura still remains a mysterious concept and lots remain to be understood. I have been continuously doing work and research on aura and would like to share some of the valuable information and knowledge about it.

First question that arise is – what is AURA? You always see some light around GOD’s pictures, light around Jesus Christ, light around lord Ram or Krishna.  This is aura. Aura is a type of invisible light which can be seen around every GOD, every common man or even every tiny particle in this world. Everyone and everything has its own aura. Although we can not see Aura by naked eyes, but they exists and with extensive knowledge and by help of special type of cameras it can be seen. Aura is known as “AABHA” in Hindi language.

OK… There is Aura around each living being and each particle in this world but why does it matter and what is its significance? May be giving you an example will help you better understand about Aura. You have four uncles but you like one particular uncle the most, even though he never brought you chocolates for you in your childhood like the other one did, or took you for morning walk like yet another one did. Still there is something that made you like him the most, but what it was – you never knew. You have three brothers or sisters but you like one particular person, even though he/she used to tear your notebooks when you were busy studying. You have so many friends but you like a special one, every color is good but you like black or blue, every hero or heroine of bollywood is handsome and beautiful but you like special ones, so many teachers came in your life but you remember only few. Here a question again arises WHY? Why do you like that particular one? Why that color? Why that teacher? Answer lies in Aura!!! Because your aura and his aura are matching. The more they match the more you are attracted towards that somebody or some particle and which turns into liking. I like black color because my aura requires matches with black. It is hard to accept such reasonings but it is true and with more and more study into it they will prove themselves to be facts that cannot be questioned.

Every particle in the universe has its own aura and so every person have his own aura. Main problem is our unawareness about aura surrounding us. If we are aware about our aura, we can definitely get more fame, and more and more people will like us. Every body wants to become famous. We always want love and affection from others. After getting knowledge about our aura definitely we can get fame, attraction and love from others. Just start to match your aura with others and get the benefits. Next question is – how can we read aura?  How can we know our own aura? Well, It is not an easy task; it requires too much practice and experience. Meditation and intuition may help to learn about them.

How to learn and which type of practice is required to know and read aura is something we will discuss in the next article in the series about "Aura and You" that I am starting with this post. What is your opinion about this article? Did you like it? From your answer you can guess whether my aura and your aura are matching or not !!

Hanuman and Management

Posted: 29th December 2011 by Ashish Dave in Management
Tags: , ,
0

image

Lord Hanuman is a name well known in the spiritual world. His other names show him as Lord of Monkeys (Kapeeshwar), Devotee of Rama (Rambhakta), Ambassador of Ram (Ramduta), Reliever of Sorrows (Sankatamochan) and so on… But do any of his names show him as a Great Manager? Relation between Management and Hanuman is absolutely new concept that I would like to put before you. Lord Hanuman was a top line manager of Lord Ram and King Sugreev. Here we throw light on some points to prove that Hanuman was extraordinary in Management .

When Goddess Sita was kidnapped by Rawan, Lord Ram started searching her all over the forest. King Sugreev, who had lost his kingdom to his brother Bali was staying there and Hanuman was his Senior Manager. Sugreev suspected that Ram and Laxman, who were moving around with dhanush-baan (archeries), were sent by Bali to fight and kill him. To protect himself he ordered Hanuman to kill Ram and Laxman. Hanuman, being a brilliant manager, realised the actual problem Sugreev faced –  that was his own protection. Killing the two, without knowing the truth behind their being in the forest, was not a wise solution. So he instead went to them in disgiuse, and found the true identity of Ram and Laxman, befriended them, and brought them before Sugreev. Ram and Laxman, whom Sugreev thought to be threat to his life, later got his kingdom back by killing Bali. It is a nice decision making process by a manager who uses INTUTION and puts in his thought in problem solving, and not just follows boss’ order. This naturally proves Hanuman’s Management quality.

It was Hanuman’s efforts that King Sugreev and Lord Ram collaborated and using each other’s strength both achieved their seperate goals: Sugreev got his kingdom and Ram killed Ravan and got Sita back.

Here are few other points that depict how Hanuman had excellent Management capabilities…

“DURGAM KAAJ JAGAT KE JETE SUGAM ANUGRAH TUMHARE TETE” from Hanuman Chalisa written by Tulsi Das, says that even the toughest and seemingly impossible tasks gets easier thanks to Hanuman. This is an indicator of nice management quality of Hanuman. “JAY HANUMAN GYAN GUN SAGAR …………….” also from Hanuman chalisa says that hanuman was a sea of enriched knowledge and information. A manager must have these two qualities, which Hanuman had much more than that anyone could expect. This proves Hanuman’s Management skills.

HAATH DHWAJ AUR DHWAJA BIRAJE KANDHE MUNJ JANEU SAJE ………..Hanuman Chalisa says that dressing sense of Hanuman was appropriate and relevant according his job and changed from time to time. Five evidences are available in Ramayan where Hanuman changed his dress and body. This once again proves his dressing sense and Management skills.

RAM KAAJ KARIBE KO AATUR ………….Hanuman Chalisa say that Hanuman was always ready to do anything for his boss Ram.  A good manager must have quality to work for his organization and boss at any time and at any cost. Hanuman’s loyalty was not hidden from Ram.

SUKSHMA ROOP DHARI SIYAHI DIKHAWA VIKAT ROOP DHARI LANKA JARAWA……. According to situation he was in, Hanuman changed his own size ranging from micro and macro. A good manager always has ability to show his power and knows when not to show his power. Hanuman thus proves himself as brilliant manager.

RAGHUPATI KINHI BAHUT BADAI ,TUM MAM PRIYA BHARAT SAM BHAI ………………. It’s only on very few occasions that the boss himself extends appreciation to his sub ordinates but Lord Ram appreciated him much and said that Hanuman is equivalent to my brother Bharat. Incidentally, while Ram was away in exile for 14 long years, his brother Bharat managed the whole kingdom but did not take credit for the work, and instead credited it to Ram by placing Ram’s Charan-paduka (footwear) on the throne as if Ram himself was managing the kingdom. Lord Ram honoured Hanuman by comparing him to his brother for being an Excellent Manager and still being humble enough to call himself his Das (servent) and credit all his work to him. Ram’s calling him similar to his brother is like giving 50% partnership in modern corporate world.

Star Models: Guarantee for Brand Success?

Posted: 13th June 2010 by Ashish Dave in Marketing
Tags: , , , , , , , ,
28

Star model is not a guarantee for successful brand.

Advertising agencies always believe that Star Models or celebrities increase their Ad viewership and companies hiring them for their Ad campaigns too tend to believe that Star Models help in increasing the sells of the particular products they endorse on-screen. But is it true? No it is not true. I believe that Star Models are not a guarantee for successful brands. Do you believe otherwise?

Today every big advertising agency spends millions of rupees on Star Models like Shahrukh Khan, Sachin Tendulkar, Amitabh Bachchan, Yuvraj Singh, Dhoni, Bipasha Basu and so on. Sometimes they do so because the companies themselves have more faith in Star Models than good ad-concepts driven by non-star models. In fact it has now grown into a tradition in advertising industries that every big advertisement campaign must hire Star Models for the advertises. A brand as Pepsodent that has successfully kept itself in good position for long time without Star Models, now, feels the need to Get Shahrukh Khan on board.

I am taking up a controversial issue for advertising world but here I am giving some points that supports my views that not only Star Models are not guarantee for brand success but sometimes may even be harmful.

Before we start do you remember the television commercial for a Paint Emulsion brand which starred Amitabh Bachchan where he, by mistake, kicks and destroys a small hut made by a child and fills with guilt…? Can you name the Paint brand? No?? May be you can recall the advertisement Amitabh Bachchan did for a Electronics good manufacturer? Hey! He is Amitabh Bachchan whom you know very well and thus you must be knowing the ads he worked for and products that he endorsed! No? Well then do you remember the ad for a detergent powder where a character Lalita-ji played by a non-star Kavita Chaudhary tells you "… ki kharidari mein hi samajh-daari hai!" chances are more that you remember this 20 year old Lalita-ji ad.

Got what i meant to point here? You may love and remember your favorite stars but not the ads they worked for and products they endorsed. Just try to remember the brand name of shampoo which used by Dhoni or Bipasha Basu. It is very hard to recall the brand name of that particular product because we never see television commercial by our conscious mind. Our subconscious mind can not memorize the brand name of star performer advertise because our attention on the star model not at the brand and products. Can you tell me the brand name of  biscuits endorsed by Shahrukh Khan? You May or may not is not a matter but here we can analyze that our sub conscious mind is not ready to grasp brand name of product presented by Star Model.

Try recalling the advertising campaign of Vodafone where no star model or even no human being is available in their commercial. These Vodafone commercials are entirely based on Aliens like characters named ‘Zoozoo’ created by computer graphics. Remember “ Oho Dipika ji aaiye aaiye ye lijiye aap ka saman………………….!"? This television commercial is almost 15 years old but it is hard to forget despite fact that no star model was there but our mind accepted. Parle–G, Hipolin, Rasna, sprite, Mauti car, Glucon–d, Nirma and so many famous brands never had star model in their life cycle but it is still fresh in our mind. People mostly see Star Models in advertise, they get attracted to the model and heroine but not with that brand. That means our subconscious mind is directly biased towards model and heroine not with brand and product.

Consistency and continuity is essential for any advertise to penetrate the customers mind. If any advertisement repeats continuously, automatically customer pursue to purchase .At that time it doesn’t matter for who is brand ambassador of that particular product? Success of any advertisement is dependant on its presentation, theme, background music, repetition and at last the selection of model. Big model takes big remuneration for specific advertisement so advertise agency spends million dollars on remuneration. Vodafone spends nothing on model recently and its success story is here. Big star model is no guarantee of success. Success of advertisement is depends on so many things so expenses on big and star model is definitely loss making activity.

Let’s take another aspect of harm done by employing Star models. Remember the Mobile Service provider associated with Shahrukh Khan? "Airtel" and the DTH service provider? "Dish Tv" (thoda wish karo!). Both are services are unrelated to each other and thus there was no reason that could stop Shahrukh Khan from doing these Ads, at least not until Airtel launched its own DTH services… Shahrukh Khan vouching for Airtel Mobile but preferring Dish TV over Airtel DTH does turn into a negative publicity for Airtel DTH! Agree with me? You must! as the people behind Airtel themselves think so!! and thus Shahrukh Khan is now replaced by Sharman Joshi for Airtel mobile Ads.

Remember the cold drink associated with Aamir Khan? yes it’s "Coca-cola"! Remember the Aishwarya Rai’s first advertisement with Aamir? the one in which she enters the scene and asks "hi I am Sanjana, Got another Pepsi?" you heard it right "Pepsi". while Airtel is an example of Brand switching Models, Aamir is an example of Model switching Brands. If you are an Airtel mobile user and shahrukh’s fan, are you going to stop using it and switch to another mobile? or if you are Aamir’s fan, going to change your cold drink whenever Aamir switches to another cola brand? No!! "Seedhi baat No Bakwas" as a popular ad says, when you shop for a mobile connection you take decision based on call charges, plans, signal strength in your residential/work area, features you require etc and not for Shahrukh/Sharman, Hritik, Kajol or Abhishek Bachchan. similarly taste you like decides your drink.

To summarize why star model may be harmful to brand:
1. Subconscious mind is biased on models and heroine so it is very hard to remember the brand and product name.
2. Remunerations of star models is very high so it increases the capital expenditures
3. Big models and stars are no guarantee of success
4. Models play different role in different advertisements so people can not differentiate their specific role for that particular brand
5. If big model or star flops in his personal life it affects on brand image also for example if Sachin Tendulkar does badly for any test series people’s anger shows up on his brand but if he hits a century it is not going to favorably affect the purchases of that product.
6. We see the television for entertainment not for the commercials so models and heroines are our entertainment, we never treat them as brand ambassador. Above points may be contradictory but I think that big star and models may be harmful for advertisement. Fresh or small model’s remuneration is very low and people are not biased with them so rate of success may increase. Nirma, Rasna, hipolin,Vodafone are best example for it. They say success story by own brand image.

Older Entries