Information Technology: Charting an inclusive socio-economic growth gradient

Today, we often come across jargons such as ‘knowledge economy’, ‘information explosion’, ‘world at your fingertips’. These are not alien terms, as they had become an indispensible part of our regular vocabulary. Rewind a decade ago and a totally different picture would have surfaced. The dichotomy exists even today, translated by economists as ‘India’ and ‘Bharat’. While urban India has taken IT for granted, there is a mammoth demographic segment who doesn’t know how technology touches their lives, if at all they do.

In this two words ‘Information’ and ‘technology’, the aspect to be noticed is the fact that Information always precedes technology. Information existed, technology made it accessible, thereby building a society knowledge rich, aware and discerning. With time, the fact got proven that IT is an enabler of social inclusivity, by the sheer truth that it can bring information to the masses, educate them and make them live a life of quality.

However, though technology has made inroads into areas hitherto inaccessible, still there is a major chunk of the population who cannot take advantage of the possibilities because of obvious constraints, ‘cost’ being one. Several organizations are undertaking initiatives to negate those constraints and time testifies the fact that we have come a long way in doing so. Numerous grass-root innovations are happening to bridge the glaring digital divide. For example, HP’s Lab-in-box, a unique initiative where a fully equipped mobile class room can provide secondary education content designed by NCERT, to reach students in remote areas who cannot afford school education. The biggest challenge in India undoubtedly is that of infrastructure. Setting up a school is a cumbersome process necessitating very high costs in terms of building materials, municipality permits, electricity, remuneration for teachers, and maintenance. As a corollary, this acts as a hurdle to many bright students who cannot afford that kind of money. HP’s solutions brought education at the doorstep.

Similarly, HCL Infosystems is providing end-to-end turnkey advanced education solutions to schools, institutions and universities across the country in the government and private sector. HCL DigiSchool’s key feature is that this solution offers  digital multimedia asset library, covering all major aspects in K12 category. Also, solutions such as Campus Infrastructure Solution, University Resource Planning, Online Distance Learning/e-Learning Programme and Tele Education. Many IT behemoths are also developing low cost laptops and encouraging broadband connectivity, engineered to reach masses uninitiated to the ramified opportunities that technology can provide.

Keeping in perspective the fact that today, out of approximately 200 million children in the age group of 6-14 years only 120 million ever going to school, these initiatives will pave a long way in fostering an inclusive atmosphere for socio economic growth. As part of its Vision 2020 plan, the Government is looking to increase the number of school going children to 30 per cent by 2020.

Information technology industry has already ushered in a catalytic change in the Indian society by collaborating with the government to increase accessibility, affordability and accountability of essential services. Technology has brought about effective alterations in administrative functions in terms of public services and e-governance projects, to eliminate avoidable inefficiencies, reduce corruption and guaranteeing ease of collaboration amongst diverse departments. Some case in point is the much appreciated UID project, National e-Governance Plan (NeGP), or establishing State Wide Area Networks (SWAN) scheme in 27 states and 6 union territories (UTs) on a pan India level. 

In the healthcare segment, Telemedicine, a forerunner to ‘in absentia care’, is a rapidly developing application of clinical medicine, where medical information is transferred through interactive audiovisual media for the purpose of consulting. Telemedicine can also be used to conduct examinations and remote medical procedures. Thus, as a corollary, telemedicine can be extremely beneficial for people living in isolated communities and remote regions and now this is currently being applied in virtually all medical domains.

The industry itself has accelerated technology-adoption across various sectors including real-estate, BFSI, tourism and retail, thereby improving quality of life of the citizens of India. Constraints still exists in terms of cost and awareness. As these dissolve with time, technology will make its presence felt even more assertively and act as building blocks for social inclusivity.

By Soham Majumdar

IMPRIMIS Delhi

'CULT' – eistic Brands

Certain brands have managed to assiduously refute William Shakespeare’s much reiterated statement, “What's in a name?”. More than the brand's offering, it’s the underlying essence and the association that they personify that sets them apart from the rest of the multitude. What we popularly refer to as “The brand image', the much talked about parlance on which the advertising industry rests itself. Decades ago, advertising stalwarts strongly believed that creative positioning can’t take your brand to the next level of glory unless and until your product speaks for itself. Without a dreg of doubt, the statement is as true as truth can be, even to this day, but there is a paradigm shift as far as related constants are concerned. 

At this day and age, the tangible benefits of the product alone cannot catapult your brand beyond a certain point, simply because of numbers. The “me too” just don't strike the deal in this market landscape anymore, unless and until its “me too but I am unique- because I am what I am - that no one else is”. Rightfully, some brands do manage to break out of the clutter, notwithstanding the product that they offer, but also by bundling with it a hoard of other icings, just too hard to resist- the streak of being different and unique! That's how they acquire the so-called 'cult' identity. It's all about forging the so-called sustainable connect. Cult brands offer their customers love, attention, and to many of their consumers, they are a living surrogate family with likeminded individuals.

Let’s take the colas as a case in point. Historically colas have been the all-time favorite thirst quencher for the young crowd. There are a few viable buying triggers that explain the stand. Firstly, it acts as an inexpensive and tastier substitute for water, the youth love the fact that they can pick up a bottle of their favourite cola while on the go, and that it is easily available — restaurants, college canteens or even the corner shop. In addition to it, the youngsters can also easily identify with the youthful ‘cool’ attitude associated with aerated cola beverage. We tend to inadvertently recall Coca Cola, whenever we think of buying a soft drink. It’s become synonymous. Sprite is another example. Marketers now have to pack an incredible amount of excitement within a bottle to get the much needed edge over others.

Thus certain brands, it can be said, take popularity to a different level. These are the so-called cult brands: Coca Cola, Harley-Davidson, Star Trek, Volkswagen, Apple Computers, ESPN, Marlboro, Levis and others which may also include celebrities like Ophra Winfrey and David Gilmour of Pink Floyd. Some of the Indian cult brands include the likes of Colgate, Old Monk, Enfield Bullet, Thumbs UP and Khadi. Cult brands sell lifestyles, not just a product or service. These brands became cult brands because customers could find a sense of belonging within that product category and wear it as a badge of honor. 

Lucky Strike Cigarettes is one of the newest entrants to join this coveted group of honorary brands. Volkswagen's Beetle has a similar tale to tell. Back in 1948 it was unknown in the U.S., and many sales types believed no one would ever buy, partly because of its association with Nazi Germany—being dubbed “the people’s car” by Adolph Hitler—still fresh in the public’s mind. But today, the brand has a cult status. Shrewd marketing acted as a catalyst to its success. In contrast to the advertising of the Detroit automakers which were full of slick copy and boastful claims, Volkswagen’s ads for the Beetle were frank, direct, and honest. Some of the more memorable early print ads included “Think small,” “Some shapes are hard to improve on,” and the cult-branding clincher, “Do you earn too much to afford one?” Unique design elements and honest advertising became a lethal combination. Beetle became a thinking person's car- The idea of being different. Instead of saying, look how much I paid for my car, it was - look how much I didn’t pay!”

Thus it won’t be a rational disaster to conclude that, human needs are the mother of cult branding. It’s evident that physiological, safety, belonging-ness and love, esteem and self-actualization needs as a gradually narrowing group of human needs with self-actualization being at the peak. Cult brands primarily fulfill the higher level of human needs of esteem, social interaction, and self-actualization. Once a brand fulfills the higher needs, it becomes irreplaceable in the mind of the consumer.

By 

Soham Majumdar

Manager, IMPRIMIS Delhi

He lived true to his name- Jagjit conquered the hearts of millions

“Mein sattar ka hoon. Dikta nahin hoon na? Lekin hoon.” With this humorous remark, Jagjit Singh had the audience in splits and began the rendition of his ghazals. He enthralled them with his calm, sonorous and melancholic voice. 

The concert, which was held in Bangalore few months ago, was part of Jagjit’s commitment to host 70 live shows around the world this year. He was giving these concerts to commemorate his 70^th birthday. I witnessed the Sultan of Ghazal perform live for the first time and didn’t even imagine of it being my last! 

People attach various adjectives to describe Jagjit’s voice. All I can say is: his soulful voice can even pierce the heart of Brahma- The Creator. When Jagjit sings, the environment seems like a captive audience. The depth in his voice is truly captivating and diction as clear as a mirror.

The one thing I admired about the ghazal maestro was his fortitude and serenity. Jagjit regaled the audience with his wit and humour under a cloud of his own agony and pain. I felt he was like a swan- serene and composed on the outside, but paddling hard over his personal tragedies to keep him afloat. Just like his ghazals, life was full of similes and metaphors for the calm singer.    

Each time Jagjit cracked a joke during the concert and made people laugh, I was reminded of his song: “Tum Itna Jo Muskura Rahe Ho, Kya Gham Hai Jisko Chhupa Rahe Ho.” He made grief and pain look as simple as his ghazal.

The evening indeed was heart-warming; but his courage and perseverance was sublime. The indisputable ghazal maestro’s voice still rings clear in my ears; but it is his resilient spirit which is captured in my eyes. I went to the concert with a light heart to enjoy the evening; but returned home high-spirited: wanting to develop a strong heart to be able to negotiate with the vicissitudes of life!

Jagjit lived true to his name. He conquered the hearts of millions with his soulful voice. And apart from his voice and sense of humour, I was impressed with his positive, tranquil, never say die attitude.  

Jagjit took delight in entertaining the audience. He seemed to be in absolute harmony with his ghazal: “Hoshwalon ko khabar kya bekhudi kya cheez hai, Ishq ki jaye phir samajhiye, Zindagi kya cheez hai.”

The ghazal maestro was surely a winner in life. He took advantage of his rejections as a playback singer, and had the gumption to popularize ghazal. He made use of his poignant voice, and aptly positioned the brand Ghazal, especially in India.

Jagjit was born with a mission- a mission to conquer the hearts of the world, and showing them the way to lead a creative, productive and valuable life throughout ones existence.

To many, Jagjit was regarded as the ‘King of Ghazal’. To me the brand Jagjit is “King of life”. Metaphorically put: “Jagjit accomplished his mission. He has gone to come back with a brand new mission, in a brand new form!”     

By

Shivani Venugopal

PR Professional