New media formula: Sell emotions, make money.

I am sure all of us are aware how media sells ‘emotions’ these days. I just happened to see a music talent competition on one of the television channels (can’t recall the name though) where admired music industry tycoons Shaan and Mika get into arguments and then later sort their differences, again on the same screen. It was also bizarre to see a video of one of the contestants’ parent who cried on the penury they have gone through to get their son to that stage. No offense to the parents at all, but I am sure that this is the modus operandi which media has learnt in the past couple of years. Worst thing: it sells in India! I am sure I don’t even need to quote any more examples here, as it is quite evident in all reality shows.

But we won’t stop there. Now it will be the animals. 1411 tigers left is what they say. But they also say that it is an Aircel initiative. It is weird to see what goes behind in the making of such campaigns. It is easy to spread the message in urban India. And who is not aware of ever diminishing tiger population? Try asking a class 7 kid, and you will get the answer. Is this what we need to do to save tigers? I am sure crores are going down the drain by means of such campaigns. The questions to ask here are:
1. What are we doing to spread this awareness in rural areas where tigers are actually killed by the villagers? Hope we all recall a video broadcast which happened on one of the news channels few months back where a big cat was mercilessly slaughtered by about 20-30 villagers, as it had entered their territory. Bigger question: Did the cat enter human territory, or it was vice versa?
2. What are we doing to stop merciless killings of tigers? Writing blogs? Sending SMS? Is all that we need to do to save the bid cat? I mean, how ignorant we can be here? Do we really think that spreading awareness will help? By the time we spread awareness, 1411 will become 411.


‘Idea’ for instance in trying hard to save trees now, with the recently launched save paper campaign. I am really not sure what is Idea trying to prove here by asking people to stop using paper and use their cell phones instead. Does anyone here realize the amount of paper we use in offices, despite of almost all organizations having computers these days? Again, crores going down the drain. It is not hard to realize these new age publicity tactics.

Simple marketing strategy: Pick out one problem, link it with the brand, and market it. We have enough of problems, and sentiments which make up for these scavengers.


I can go on and on with more examples, but want to put a full stop here. Its money game everywhere, no matter how organizations try to link real life problems with their brands.


Views invited… if you come across this page…