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An Exclusive Glimpse into the Life of ‘Gobind’

Embark on a journey with Gobind by Harinder Sikka, a story filled with love, loyalty, and tough choices. Born in poverty, Gobind rises through the ranks of the Indian Navy, but his success is shadowed by unfulfilled promises and unresolved love. When faced with a new challenge and a tempting encounter in Russia, Gobind must choose between duty and desire.

 

Read this exclusive excerpt to get a glimpse into the early life of Gobind and taste the thrill of a love story, a saga of passion, and human endurance all wrapped in one!

 

Gobind
Gobind || Harinder Sikka

***

As the sun emerged from the distant horizon, the fields too began changing colour. The rapidly strengthening sun rays turned brighter with every passing minute, turning the dark and dense looking crops into a lush green landscape. Tiny golden-yellow flowers on top of the crops looked as if each plant had been knighted with a golden crown by mother nature. All kinds of birds emerged from their deep slumber and filled the atmosphere with a burst of chirpy sounds.
The entire village was soon bathed in different hues. Not to be left behind, the animals too began walking around their territories, marking, urinating on every pole, tree and bush. The farmers too began making a beeline on the snake-like thin track to their respective fields. Their farming tools hung from their shoulders like weapons saddled on the shoulders of soldiers enroute to the battlefield. Nature in its full glory was like a beacon of peace, love and tranquility all round.

 

Gargling and spitting the water out, Ranjit Singh accepted from his wife an old piece of cloth that was once a garment, re-stitched to serve as a face napkin. While handing it back to Amrita, he looked at her inquiringly, ‘Where’s Gobind?’

 

‘Oh, he has already left for the fields. Says he will come back in three hours and go to school afterwards,’ she replied.

 

The cloth napkin slipped out of Ranjit’s hand and fell on the wet floor between them.

 

‘Which fields?’ he asked, his face filled with shock and surprise.

 

‘To work in Bihari Lal’s field. Before leaving home, he told me that he wished to earn while he studied. I couldn’t stop him. He just left without discussing it further.’

 

Ranjit was speechless. His young, school-going teenage son had taken a decision to work part-time, without even consulting his father.

 

‘I don’t know what to make of all this. Working part time isn’t wrong. In fact, I am happy for this will inculcate discipline in him. But all of a sudden? I will ask Bihari ji what’s he up to.’

 

Amrita bent down to pick the cloth from the floor. Then, flapping it in the air repeatedly, she tried to remove the excess water it had absorbed from the wet floor and flung it on the clothesline to dry. She turned towards her husband and looked straight into his eyes. ‘Maybe we should leave him alone. Let him discover himself. He didn’t sleep well. He even sat up on the cot in the middle of night to say his prayers. He was unsettled last night after your stern talk. But he looked different this morning and very charged up when I met him, before he left quickly. There’s this visible change in him that I have never seen before. I am happy and worried.’

 

‘Prayer? Gobind? And how do you know he has changed?’ Ranjit’s face was now filled with confusion.

 

‘Because I am his mother.’

 

Ranjit’s eyes followed Amrita as she went inside the room. Then, wiping his hands on the cloth napkin that Amrita had just hung, he turned his attention outside. He lifted himself up on his toes and looked in the direction of the large haveli with vast green fields where his son was supposed to be working. His eyes scanned the horizon but couldn’t see Gobind. Turning back, he walked inside to find Amrita standing at the entrance, watching her husband.

 

‘Please stop worrying. You’ll get late for work. Get ready; I will get your breakfast. Your tiffin is also ready. Please don’t forget to take it along.’

 

Amrita’s affection-filled instructions relaxed Ranjit to some extent. Stepping into the room, he sat down on the floor while Amrita served him breakfast. It was the same food that he had eaten last night. He ate in silence. But his mind was racing in many directions while Amrita rotated the hand-held fan on its swivel. Before leaving home for work, he stood before the lord’s picture hung on the wall, joined his palms and murmured so softly that even his own ears couldn’t hear his own words.

 

‘With your permission, dear lord, I wish to go to work. It’s a new day, an amazing one at that. I want to thank you from the bottom of my heart. Only you, dear Guru Gobind, can help my son, Gobind.’

 

***

Get your copy of Gobind by Harinder Sikka wherever books are sold.

Demystifying Needs, Wants, and Desires in ‘The Autobiography of God’

Learn the true meaning of self-discovery in ‘The Autobiography of God’ by Lenaa Kumar, where desires go beyond mere wants and needs.  In this book, Lenaa shares her remarkable story spanning eighteen years—a journey of overcoming anxiety, depression, and the constraints of the rigid psychiatric system. ​

Read this exclusive excerpt to uncover the keys to profound self-discovery and unlock the answers to life’s most pressing questions.

 

The Autobiography of God
The Autobiography of God || Lenaa Kumar

 

A major side effect of Self-Realization is the loss of any need, want or desire due to the experience of One-Self as all-there-is!

 

Many have stopped at that level of mind where logic and reason become unnecessary.

 

This is where I am grateful to my family and friends for putting me in psychiatric care. Due to this, Desire could arise once again, and I am living out my potential rather than wandering as a bliss bunny!

 

As long as one is in a body on earth and identified with the body, the experience is always ‘duality’.

 

That of knowing I am One and whole, Infinite and Eternal and yet experiencing my-Self as separate and individual, finite and mortal. Mastering this balancing act is the Mastery of Life.

 

In the rest of this book, I will share with you all the techniques and tools I used to balance duality and reach a high integration of Conscious and Subconscious, Body and Mind, Energy and Consciousness.

 

Some basics first:
Need signifies the lack of something.

Want signifies the choice to have something.

Desire signifies a deep wanting, hopefulness and wishfulness with the added emotion of longing and imagination of having it.

 

The Paradigm Shift of Desire
Where does desire come from?
Putting aside the commonly believed idea that desire arises from within the mind, let us look at desire as a command to achieve or create or experience something, coming into the mind, in the form of vibrations, from the unknown or rather from the I/Life, and being translated by the intellect as an idea that then becomes a desire, that is then sent as an impulse in the body to Do something.

 

This paradigm takes away all the stress of having chosen a particular decision and instead the mind is able to focus on the task that it has been entrusted with by Consciousness/ I/Life.

 

This leads to a clear alignment of body, mind and I. I/Consciousness/Life gives a command to the mind that appears as a desire, which then prompts action from the body so that the being, moves towards achieving that desire which leads to the experience that I wants the mind to have, so as to break the identification of I with body/mind/intellect.

 

Every true, deep and intrinsic desire one feels is a command from Life itself to this mind so that the body may do what is needed for Life to experience itself, as Consciousness Bliss.

 

Desire vs Need
If you find yourself living in a box of needs, then you are in one of the boxes in Abraham Maslow’s pyramid of needs.

 

Pyramid of Needs

One must have a clear idea of one’s needs. However, desire is the thing that makes one get out of bed in the morning (especially, to go to work). To beat depression, one must desire something.

The desire for self-esteem is a paradox. We try to impress others with our material possessions and with how worthy they should think we are of their holding us in high esteem when the very need is for self-esteem, which only you can give to yourself.

 

 

Two modern-day issues with this area are:
1. Self-esteem is confused with social standing or status. This has to do with borrowed desires. They are the root of all misery. You can never enjoy their fruit, because the seed wasn’t yours, to begin with. If social media or peer pressure is the source of your desires in life, anxiety, stress and depression come free with it.

 

2. Not knowing what you truly want. Unless you take time with yourself to cut out everyone else’s desires that are filling you, your true desires will not surface. They are buried somewhere deep down along with your childhood memories.

 

While biological and psychological needs demand their fulfilment rather drastically, aesthetic needs are just as painful as all others when unfulfilled. Here, the dilemma is that it doesn’t look as important as a need, but it is an overwhelming personal need.

 

The desire for creativity, freedom and expressing authenticity and knowing the truth is the highest of human needs. Existential angst and the heights of anxiety about the unknown accompanied by the depression of not fitting in, not knowing how to evolve, confusion about truth and searching, without knowing what for, are the hallmarks of this stage. It is at this stage of our desire for deeper meaning that we feel most alone and at times lonely. This stage of anxiety and depression is a luxury. You get here only when the other levels of needs are satisfied and not escaped. Congratulate yourself if you are at this stage because desire takes on a whole new meaning from here.

 

Waking up to the meaning of desire from this stage we see it as a sign or force that rises within us to propel us in the direction of evolution, truth and destiny. Like all pure creativity, desire comes from a source beyond our limited perceptions of self. Then desire is seen as the fuel to unleash one’s true and individual potential. Desires are signs that lead to higher synchronicities, showing us the way to our higher self.

 

***

Get your copy of The Autobiography of God by Lenaa Kumar wherever books are sold.

Curious About Investing in Crypto? Here’s All You Need to Know

Curious about investing in crypto and diversifying your investment portfolio? Mukesh Jindal’s Crypto the Disruptor sheds light on the transition from traditional money to digital currencies, offering valuable insights and tips for beginners and experts alike. Despite regulatory challenges, India’s crypto market is buzzing with innovation and there’s no better time to get into it than now. So, if you’re keen to explore crypto investments,  read this exclusive excerpt to know everything about this hottest currency trend.

 

Crypto the Disruptor
Crypto the Disruptor || Mukesh Jindal

***

Although investing in crypto assets is not illegal in India, the government heavily taxes and regulates it. The Finance Bill 2022 imposes a 30 per cent tax on crypto holdings and transfers, making it costly to trade crypto in India. The government has also expressed its intention to create a central bank digital currency (CBDC) and ban private cryptocurrencies. However, despite these challenges, india is one of the fastest-growing crypto markets in the world, with over 100 million crypto owners. some of the most popular crypto assets in india are Bitcoin, ethereum, Dogecoin, Cardano and XRP.

 

The indian crypto market is witnessing a surge of innovation and entrepreneurship as more and more crypto projects and platforms emerge and gain traction. some examples include Polygon, a layer-2 scaling solution for ethereum; WazirX, a leading crypto exchange and platform; CoinDCX, a crypto investment app; and instadapp, a DeFi aggregator and manager. if you are a beginner and want to start investing in crypto assets in india, you need to follow five basic steps:

 

1. Choose a crypto exchange or broker that is registered with the Financial intelligence unit (Fiu) and complies with the tax and regulatory requirements. An Fiu is a national agency that collects, analyses and disseminates information on suspicious or unusual financial transactions that may be related to money laundering, terrorism financing or other crimes. Fius also cooperate with other domestic and international agencies to combat financial crimes. The Financial intelligence unit-india (Fiu-inD) reports directly to the finance minister-led economic intelligence Council. some of the leading cryptocurrency  exchanges in india are WazirX, CoinDCX, ZebPay and unocoin. They allow users to buy, sell, trade and store various digital tokens, such as Bitcoin, ethereum, Ripple and more. They also offer different features and services, such as crypto lending, margin trading, peer-to-peer (P2P) transactions and educational resources.

 

2. Create an account on the platform and verify your identity and address. You may need to provide your Permanent Account number (PAn) card, Aadhaar card, bank account details and other documents.

 

3. Deposit funds into your account using your preferred payment method. You can use the unified Payments interface (uPi), bank transfers, debit cards or credit cards.

 

4. start purchasing crypto assets of your choice. You can either buy them at the current market price or place a limit order to buy them at a specific price.

 

5. store your crypto assets in a secure wallet. You can either use the platform’s wallet or transfer your crypto to an external wallet, such as a hardware wallet or a software wallet.

 

As previously stated, there are two sorts of cryptocurrency wallets: software-based hot wallets and physical cold wallets. Hardware wallets, a sort of cold wallet, are one of the most secure methods of storing cryptocurrency. They function by keeping your private keys on a physical device (often a usB or Bluetooth device).
some of the benefits of using a hard wallet are:

 

• Control: You have full ownership and control of your funds as you manage your private keys without relying on any third-party service.

• security: Your private keys are kept offline at all times, which makes them immune to hacking, malware or phishing attacks.

• Compatibility: As long as the device supports them, you can store and access thousands of different cryptocurrencies with a single hard wallet.

• Convenience: You can easily connect your hard wallet to your computer or smartphone and make transactions with a simple click or tap.

 

Online platforms like TradingView can assist cryptocurrency traders and investors. They are platforms that provide advanced charting tools, market data and social features for traders and investors in various markets, including cryptocurrencies. They also support trading directly from the charts through various brokers and exchanges, such as Binance, Coinbase and Kraken.

 

Crypto investing offers a wide range of assets, pairs and derivatives to choose from. However, not all of them have the same performance and potential. Therefore, it is advisable to diversify the portfolio across different categories, such as Bitcoin, altcoins, stablecoins and tokens, as well as across different sectors, such as DeFi, nFTs, gaming and the metaverse. This way, one can reduce the correlation and dependency on a single asset or market and increase the chances of earning consistent returns.

 

***

Get your copy of Crypto the Disruptor by Mukesh Jindal wherever books are sold.

7 Audiobooks Every Voter Must Listen to for the 2024 Election Season

Informed voting begins with enriched understanding! As we gear up for the 2024 Indian elections, we’ve handpicked seven audiobooks that every voter must have on their radar. From insightful analysis to historical narratives, these audiobooks are your go-to companions for understanding the issues and making your voice heard in the upcoming election season.

 

Ready to cast your vote?

Breaking the Mould
Breaking the Mould || Raghuram Rajan, Rohit Lamba

In Breaking the Mould, the authors explain how we can accelerate economic development by investing in our people’s human capital, expanding opportunities in high-skilled services and manufacturing centered on innovative new products, and making India a ferment of ideas and creativity. India’s democratic traditions will support this path, helped further by governance reforms, including strengthening our democratic institutions and greater decentralization.

The authors offer praise where the Indian establishment has been successful but are clear-eyed in pointing out its weaknesses. They urge India to break free from the shackles of the past and look to the possibilities of the future. Written with unusual candor, and packed with vivid examples and persuasive arguments, this is a book for anyone who has a stake in India’s future.

 

 

The Discovery of India
The Discovery of India || Jawaharlal Nehru

Jawaharlal Nehru wrote The Discovery of India during his imprisonment at Ahmednagar Fort for participating in the Quit India Movement (1942-1946). The book was written during Nehru’s four years of confinement to solitude in prison and is his way of paying an homage to his beloved country and its rich culture.

The work started from ancient history; Nehru wrote at length of Vedas, Upanishads, and textbooks on ancient time and ends during the British raj. The work is a broad view of Indian history, culture, and philosophy; the same can also be seen in the television series. The work is considered as one of the finest writings on Indian history. The television series Bharat Ek Khoj, which was released in 1988, was based on this work.

 

Savarkar: Echoes of a Forgotton Past, Vol. 1: Part 1
Savarkar: Echoes of a Forgotton Past, Vol. 1: Part 1 || Vikram Sampath

An alleged atheist and a staunch rationalist who opposed orthodox Hindu beliefs, encouraged inter-caste marriage and dining, and dismissed cow worship as mere superstition, Savarkar was, arguably, the most vocal political voice for the Hindu community through the entire course of India’s freedom struggle. From the heady days of revolution and generating international support for the cause of India’s freedom as a law student in London, Savarkar found himself arrested, unfairly tried for sedition, transported and incarcerated at the Cellular Jail, in the Andamans, for more than a decade, where he underwent unimaginable torture.

From being an optimistic advocate of Hindu-Muslim unity in his treatise on the 1857 War of Independence, what was it that transformed him in the Cellular Jail to a proponent of “Hindutva”, which viewed Muslims with suspicion?

Drawing from a vast range of original archival documents across India and abroad, this biography in two parts – the first focusing on the years leading up to his incarceration and eventual release from the Kalapani – puts Savarkar, his life, and his philosophy in a new perspective and looks at the man with all his achievements and failings.

 

The Rise of the BJP
The Rise of the BJP || Bhupendar Yadav, Ila Pattnaik

The Bharatiya Janata Party is an idea that was seeded into the minds of nationalist Jana Sangh leaders when they began to envision India after Independence. Much like the very core the freedom struggle was built on, they saw India as a demographically, culturally and historically cohesive and unified nation—as Bharat.

In this book, senior BJP leader and cabinet minister Bhupender Yadav and leading economist Ila Patnaik come together to trace the BJP’s journey from its humble roots, through ups and downs and to eventually getting 303 seats in Lok Sabha in 2019 and becoming the world’s largest political party. While focusing on the larger economics and political story, the book encapsulates many smaller, yet hugely significant stories of individuals and incidents, which brought the BJP to where it stands now.

For the first time ever, The Rise of the BJP, tells us the inside story of how one of the most powerful political parties makes decisions, implements ideas and executes policy. Meticulously researched and immensely compelling, the book shows us how the BJP fought competing ideologies, political assaults and catapulted to the centre stage of national politics.

 

Our Hindu Rashtra
Our Hindu Rashtra || Aakar Patel

India has taken so sharp a turn in recent years that the very center has shifted considerably. What led to this swing? Is it possible to trace the path to this point? Is there a way back to the just, secular, inclusive vision of our Constitution-makers?

This country has long been an outlier in its South Asian neighborhood, with its inclusive Constitution and functioning democracy. The growth of Hindutva, in some sense, brings India in line with the other polities here. In Our Hindu Rashtra, writer and activist Aakar Patel peels back layer after layer of cause and effect through independent India’s history to understand how Hindutva came to gain such a hold on the country. He examines what it means for India that its laws and judiciary have been permeated by prejudice and bigotry, what the breach of fundamental rights portends in these circumstances, and what the all-round institutional collapse signifies for the future of Indians.

Most importantly, Patel asks and answers that most important of questions: What possibilities exist for a return? Thought-provoking and pulling no punches, this book is an essential listen for anyone who wishes to understand the nature of politics in India and, indeed, South Asia.

 

 

These Seats are Reserved
These Seats are Reserved || Abhinav Chandrachud

Reservation or affirmative action is a hugely controversial policy in India. While constitutionally mandated and with historians, political scientists and social activists convinced of its need, many resist it and consider it as compromising ‘merit’ and against the principle of equality of opportunity.

In These Seats Are Reserved, Abhinav traces the history and making of the reservation policy.

How were groups eligible for reservations identified and defined? How were the terms ‘depressed classes’ and ‘backward classes’ used in British India and how have they evolved into the constitutional concepts of ‘Scheduled Castes’, ‘Scheduled Tribes’, and ‘Other Backward Classes’ in the present day?

The book delves into the intellectual debates that took place on this matter in the Constituent Assembly, the Supreme Court and Parliament. Several contentious issues are examined dispassionately: are reservations an exception to the principle of equality of opportunity? Do quotas in government service undermine efficiency? Can ‘merit’ really be defined neutrally? What is the thinking behind the rule that no more than 50 per cent of the available seats or positions can be reserved?

Deeply researched and ably narrated, this volume is a compelling addition to every thinking individual’s library.

 

 

1971
1971 || Anam Zakaria

The year 1971 exists everywhere in Bangladesh—on its roads, in sculptures, in its museums and oral history projects, in its curriculum, in people’s homes and their stories, and in political discourse. It marks the birth of the nation, it’s liberation. More than 1000 miles away, in Pakistan too, 1971 marks a watershed moment, its memories sitting uncomfortably in public imagination. It is remembered as the ‘Fall of Dacca’, the dismemberment of Pakistan or the third Indo-Pak war. In India, 1971 represents something else—the story of humanitarian intervention, of triumph and valor that paved the way for India’s rise as a military power, the beginning of its journey to becoming a regional superpower.

Navigating the widely varied terrain that is 1971 across Pakistan, Bangladesh and India, Anam Zakaria sifts through three distinct state narratives, and studies the institutionalization of the memory of the year and its events. Through a personal journey, she juxtaposes state narratives with people’s history on the ground, bringing forth the nuanced experiences of those who lived through the war. Using intergenerational interviews, textbook analyses, visits to schools and travels to museums and sites commemorating 1971, Zakaria explores the ways in which 1971 is remembered and forgotten across countries, generations and communities.

What They Don’t Tell You About Women in Mythology!

Step into the captivating world of Hindu, Buddhist, and Jain lore with Sati Savitri by Devdutt Pattanaik where women rewrite the rules and redefine their destinies beyond patriarchal norms. From ancient scriptures to modern-day interpretations, Pattanaik offers a fresh perspective on liberation, revealing how patriarchy and feminism have coexisted throughout history.​

 

Read this exclusive excerpt to dive into the feminist side of mythology like never before!

Sati Savitri
Sati Savitri || Devdutt Pattanaik

***

Images of Saraswati, the goddess of knowledge, are often placed in libraries, right next to the board that says, ‘silence please’. No one notices that the goddess always holds a musical instrument called veena (lute) in her hand. The irony is lost on many who look at sacred images without actually doing darshan.

 

Darshan is the act of seeing that generates insight and results in reflection. For example, the sight of the veena grants us some insight into the human ability to make music and musical instruments, and this makes us reflect on how music made by humans is different form the music made by birds. The music of birds is specific, to enable survival. It is designed to attract mates and draw attention of fellow birds to food or predators. Human music, on the other hand, is not necessary for survival. But it adds beauty to life and makes us wonder on the meaning of existence, by making us aware of various rhythms and emotions.

 

Unlike other goddesses, there are not many stories about Saraswati. She is more the embodiment of a concept.

 

Saraswati is draped in a white sari indicating she has distanced herself from the materialistic world, represented by colourful fabrics. While Lakshmi nourishes the body with food, Saraswati nourishes the mind with knowledge and the arts. Lakshmi’s wealth is contained in a pot; Saraswati’s knowledge is expressed through words, through songs, stories and music, dance and arts. In Jain art, the more austere Digambar monks compared Saraswati to a peacock while the white-clad Shwetambar monks compared her to a goose (hamsa). In Indian folklore, dancing peacocks attract rain clouds, while hamsas are able to separate milk from water, like fact from fiction.

 

▪️ The peacock links Saraswati to art, dance, music, theatre and entertainment.

 

▪️ The hamsa links Saraswati to ideas embodied within, and communicated through, sounds, songs, stories, songs, symbols and gestures: the knowledge of maths, science, literature and philosophy.

 

Saraswati is therefore linked to both, the peacock like courtesans as well as the swan-like philosophers. In modern society, the courtesan has been erased from history; her contributions to the world of art appropriated by men.

 

In popular Hindu mythology, Saraswati is called the wife of Brahma. But she is also called the daughter of Brahma. This can be confusing. The confusion comes from our failure to appreciate that mythology is metaphorical. Gods and goddesses are given supernatural forms so that we appreciate the idea, the symbol and do not take things literally. That Saraswati is shown with four hands, and Brahma with four heads, is the clue provided by the artist that these figures embody ideas, not entities.

 

Human ideas are complex. Words are often not enough to communicate an idea. We need grammar. We need sentences. We need punctuations. We shift from prose to poetry, we use music and melody, even gestures and symbols, to communicate subtle refined ideas. Language has metaphors where known words are used to explain and elaborate unknown ideas and inexpressible emotions. Still ideas resist transmission. What is conveyed by the source is not received by the destination.

 

To communicate Vedic ideas to people, the sages decided to compose stories. Ideas then become characters. The relationship between ideas is communicated through relationships among characters. Characters have gender, and so the relationship between ideas ends up being expressed in sexual terms. When the characters are gods, indicated by their supernatural form, they serve as metaphors. They are vehicles for ideas that resist simple communication.Veda, which means knowledge, pays a lot of attention to reality that is visible and reality that is not visible.

 

▪️ Food is a reality that is visible. It is visualized in female form as Lakshmi, the goddess of fortune. The name Lakshmi is derived from ‘laksha’ which means target.

 

▪️ Hunger is a reality that is invisible. It is visualized in male form as Indra, the master of paradise, where all fortune is cornered.

 

▪️ The name Indra is derived from ‘indriya’ which means sense.

 

▪️ Indra chasing Lakshmi is then a metaphor for hunger chasing food. Indra rides elephants. The aroused, excited, uncontrollable elephant in the state of masht is how the poets describe Madan, or Kama, the god of uncontrollable craving.

 

▪️ Shiva who burns Madan then embodies the mind who controls craving. Shiva also beheads Brahma’s fifth head that sprouts as he chases Saraswati. Here, Brahma views Saraswati as entertainment to be consumed, rather than knowledge that will help him evolve.

 

▪️ In wisdom, Brahma realises that the point of creation is to feed the other. Animals eat and are eaten, but humans need to feed and be fed. This applies to food, as well as power, as well as knowledge. Saraswati created must be given away. In the process we gain insight and reflection.

 

Male forms are consistently used to depict mental states:
1. Brahma for craving
2. Indra for insecurity
3. Vishnu for empathy
4.Shiva for indifference
5. Kartikeya for restraint
6. Ganesha for contentment

 

Female forms are consistently used to depict material states.
1. Kali for the wild
2. Gauri for the cultivated
3. Lakshmi for resources
4. Saraswati for communication
5. Durga for battle
6. Uma for household
7. Annapurna for kitchen
8. Chamundi for crematorium

 

Why are male forms used to depict the invisible reality of the mind and female forms for the visible reality of matter? The reason is relatively simple if one appreciates the male and female anatomy from the point of view of the artist and the storyteller, who carry the burden of communicating Vedic ideas.

 

***

Get your copy of Sati Savitri by Devdutt Pattanaik wherever books are sold.

April’s Newest Releases to Brighten Your Days!

Are you ready to kick-start summer with some fresh reads? Check out this April’s newest releases; promising stories that’ll sweep you off your feet and keep you hooked till the last page. So, grab a chilled, refreshing drink and dive into pure reading bliss.

Just a Mercenary?
Just a Mercenary? || D. Subbarao

Nearly forty years later, in 2013, as the governor of the Reserve Bank of India in the midst of a fierce exchange rate crisis, Subbarao learnt—once again the hard way—the harsh challenges of emerging economies in an unequal world.
Bookended by these assignments is the remarkable journey of a small-town boy from a modest background to the top echelons of India’s civil service and then on to the helm of the country’s central bank. Subbarao recounts that journey—his hopes and despair, his successes and setbacks, his mistakes and misdeeds, and the lessons he learnt along the way—with rare candour and honesty. The subtext of that story though is his constant soul searching about whether he has given back to society more than he received.

Just a Mercenary? is a warm, engaging and earnest account of an extraordinary career that is bound to inform and inspire young professionals trying to find their way up their career ladders and discover meaning in their journeys.

 

Gobind
Gobind || Harinder Sikka

Born in an impoverished Sikh family in Bihar, Gobind is content to live under the long shadow of poverty. Then, one day, moved by his father’s words, Gobind vows to uplift his life and change his and his family’s fortunes forever.

A soldier at heart, he joins the Indian Navy and becomes a shining star, all set to achieve great success. No one though knows the pain he’s carrying in his heart—that of an unfulfilled promise, an unrequited love.

Soon fate throws him one more challenge—on an assignment to Russia he meets someone who’s not only extraordinarily beautiful, but also reminds him of his lost love. The only catch is, being with her will jeopardize the pledge he made to the navy notwithstanding his heroic rescue of his course mates.

What decision will he make? Who will he choose? Which promise will he break?

A thriller, a love story, a saga of passion and human endurance, Gobind is a page-turner that will keep you spell bound long after you’ve finished reading it.

 

Conversations with the Career Doctor
Conversations with the Career Doctor || Saundarya Rajesh

Conversations with the Career Doctor is a ready-reckoner that women can refer to whenever they are confronted with a challenge. It provides a powerful toolkit for every Indian woman professional to lead a strong, secure and successful career.

Saundarya Rajesh, through  twenty-six stories, helps women navigate the loaded inequities in the ecosystem that is charged with social, familial and economic biases, and provides solutions to help them stay employed, make money, achieve financial security and keep bounding forward. Accessibly written, well-researched and keenly solution-oriented, this book is the perfect guide for every working woman.

 

Choice
Choice || Neel Mukherjee

A publisher, who is at war with his industry and himself, embarks on a radical experiment in his own life and the lives of those connected to him; an academic exchanges one story for another after an accident brings a stranger into her life; and a family in rural India have their lives destroyed by a gift. These three ingeniously linked but distinct narratives, each of which has devastating unintended consequences, form a breathtaking exploration of freedom, responsibility, and ethics. What happens when market values replace other notions of value and meaning? How do the choices we make affect our work, our relationships, and our place in the world? Neel Mukherjee’s new novel exposes the myths of individual choice, and confronts our fundamental assumptions about economics, race, appropriation, and the tangled ethics of contemporary life.
Choice is a scathing, compassionate quarrel with the world, a masterful inquiry into how we should live our lives, and how we should tell them.

 

Before I Forget
Before I Forget || M.K. Raina

In his sparkling memoir, M.K. Raina documents the many lives he has lived. From sharing the stage with some of the most celebrated actors in India to his journey as a young man witnessing the violence and horrors rampant through the streets of Kashmir, an entire history of northern India is painted with subtle elegance.
Brimming with delightful anecdotes as well as poignant, painful memories of a region that once was, this book is a tour de force.

 

Kathmandu
Kathmandu || K.V. Rajan, Atul K. Thakur

In recent decades, Nepal’s history has been marked by tumultuous events and transformations, and its relations with India by sharp fluctuations. From the Maoist insurgency to the hijacking of IC 814, from the Palace Massacre that wiped out King Birendra and his entire family to the coup by King Gyanendra against democracy, among others, the much-vaunted India–Nepal ‘special relationship’ has repeatedly experienced setbacks, some of them with long-term implications.

What are the real causes of regular anti-Indian eruptions in Nepal, and why is there so much mutual distrust and suspicion despite India’s best intentions? Anecdotal, definitive and deeply researched, Kathmandu Chronicle opens a window to many stories of India–Nepal relation that largely remain untold and therefore unknown till date.

 

Knife
Knife || Salman Rushdie

On the morning of August 12, 2022, Salman Rushdie was standing onstage at the Chautauqua Institution, preparing to give a lecture on the importance of keeping writers safe from harm, when a man wearing black clothes and a black mask rushed down the aisle toward him, wielding a knife. His first thought: So it’s you. Here you are.
What followed was a horrific act of violence that shook the literary world and beyond. Now, for the first time, and in unforgettable detail, Rushdie relives the traumatic events of that day and its aftermath, as well as his journey toward physical recovery and the healing that was made possible by the love and support of his wife, Eliza, his family, his army of doctors and physical therapists, and his community of readers worldwide.
Knife is Rushdie at the peak of his powers, writing with urgency, with gravity, with unflinching honesty. It is also a deeply moving reminder of literature’s capacity to make sense of the unthinkable, an intimate and life-affirming meditation on life, loss, love, art—and finding the strength to stand up again.

 

Leech and Other Stories
Leech and Other Stories || Ranjan Adiga

Leech dives into the stories and lives of contemporary Nepalis struggling to belong to new worlds. In Kathmandu, they are caught between tradition and progress. In America, it is no different.
A leech caught inside a man’s nostril reveals fissures of class; a middle-aged Nepali man tries to come to terms with his sexuality in a deeply conventional social system; a professor worries about his immigrant status; a young couple try to bridge the silences in their relationship after moving to America.
Each story explores the distance between home and abroad, desire and reality, allegiance and treachery.

 

Power to the Parent
Power to the Parent || Ishinna B.Sadana

Through Power to the Parent, Dr Ishinna B. Sadana talks to parents to understand their most vulnerable doubts and fears, provides them with a safe space without judgement or preconceived notions, empowers them to deal with their children in different situations and connects with them in a positive way.

Using Dr Ishinna’s practical ways of dealing with kids, many parents have seen transformational results in their relationship with their children. She writes with clarity and simplicity, using real-life examples and case studies so that parents can start applying the lessons they take from the book immediately and see the changes.

Ultimately, Power to the Parent enables parents everywhere not only to raise happy and resilient children, but also to become happier and more confident parents.

 

Sanatan
Sanatan || Sharankumar Limbale, Paromita Sengupta

Sanatan is the gut-wrenching story of Bhimnak Mahar and his ilk, who have been subjected to barbaric abuse and inhuman discrimination by the upper castes over centuries. The story begins with the young Bhimnak in pre-Independence India. It then traverses time and geographical boundaries to end with Bhimnak’s grandson. The circular narrative pattern is reflective of the endless cycle of pain that the Mahars are unable to break free from, no matter how hard they try, no matter where they go, no matter if they change their identity and religion. Using myths, the Puranas and historical texts as resources, Sharankumar Limbale rewrites Dalit history in this novel as he attempts to tell the truth, with an intention to build what he calls ‘a new and progressive social order’. Limbale not just brings his reader face to face with uncomfortable realities, he also suggests what could be an alternative social order in the future.

 

The Foresighted Ambedkar
The Foresighted Ambedkar || Anurag Bhaskar

In The Foresighted Ambedkar, Anurag Bhaskar argues that India’s Constitution was drafted not just between 1946 and 1950 but over the course of four decades. Dr Ambedkar was the only person to have been involved at all the stages related to the drafting of the Indian constitutional document since 1919. These stages bear the imprint of his contribution and role.

 

The Politician Redux
The Politician Redux || Devesh Verma

Ram Mohan, an ambitious man in newly independent India, refuses to let his humble origins define him. On a mission to build a political career, he realizes that the only way to live a respectable life is to hold some kind of power.

When the Congress high command vetoes Ram Mohan’s inclusion in the Uttar Pradesh cabinet, Saansad-ji, the state’s chief minister, appoints him as member, UP Public Service Commission, Allahabad. Though non-political, the position has a high social status, and Ram Mohan quickly takes a shine to it. Meanwhile, the JP movement continues to challenge the Congress regime, surging through large parts of India and setting the stage for Indira Gandhi’s downfall.

A sequel to the critically acclaimed The Politician, this new novel, set in the 1970s to 1980s north India, provides a captivating, vivid view of the political battles of that era, and captures the spirit, manners and social conditions of a transformational phase in Indian history.

 

 

The Scent of Fallen Stars
The Scent of Fallen Stars || Aishwarya Jha

In 1995, thirty-six-year-old Will arrives in newly liberalized India. Smarting from the collapse of his academic dreams, he finds little fulfilment in his well-paying telecommunications job or the social confines of New Delhi’s expat community.

One monsoon night, he encounters young, enigmatic Leela, who blazes into his world and unleashes a storm of passion and devastation that will alter it forever.

Twenty-three years later, Aria lands in the city on a quest to find the mother whom she believed to be dead. Estranged from her convalescing father, her journey leads her to unravel the mysteries of her parents’ story and her mother’s life—from her childhood in an orphanage to a doomed love affair and finally, the remote shores of asceticism.

As she searches for answers and a sense of belonging, Aria stumbles upon lost worlds, haunting memories, and the explosive secret that torpedoed her father’s life, the reverberations of which will be cataclysmic for her own.

The Spoiled Heart
The Spoiled Heart || Sunjeev Sahota

A magnificent and multi-layered account of one man’s inexorable fall, The Spoiled Heart is an explosively contemporary story of secrets and assumptions whose consequences could never have been imagined. It is a stunning achievement from one of our very finest novelists.

 

 

This Land We Call Home
This Land We Call Home || Nusrat F. Jafri

 

In 1871, the British enacted the Criminal Tribes Act in India, branding numerous tribes and caste groups as criminals. In This Land We Call Home, Nusrat F. Jafri traces the roots of her nomadic forebears, who belonged to one such ‘criminal’ tribe, the Bhantus from Rajasthan, through the lens of caste and religious conversions over the last century.
This Land We Call Home affecting memoir explores religious and multicultural identities and delves into the profound concepts of nation-building and belonging. Nusrat’s family’s conversion to Christianity as a response to Brahmanical gatekeeping highlights their struggle for acceptance.

Grow Your Love for Reading with these April Books!

Step into a world of wonder and imagination with our latest April books for children. From understanding the importance of mental health to discovering secret gardens and thrilling adventures, there’s something for every young reader. Dive in!

Sad-Glad
Sad-Glad || Sidhartha Mallya

One morning, Sid wakes up feeling different. He can’t quite put his finger on why. The day seems gloomy, and Sid doesn’t feel like getting out of bed.

Luckily, Duke, Sid’s best buddy, senses that Sid needs comforting. He gently encourages Sid to accept all the different emotions he is feeling.

A helpful companion for a dull day, this assuring picture book is filled with many feelings and thoughts that offer a lot of hope!

 

The Boy Who Built a Secret Garden
The Boy Who Built a Secret Garden || Lavanya Karthik

Before Nek Chand built his iconic garden, he was a boy with a dream—of home.

 

Mum in a Mess
Mum in a Mess || Sanjana Kapur

When Mum breaks a coffee jar, it does not seem like a big deal. But then, Mum starts acting very strangely. What is Vishi to do?

 

The Egghead Detective Agency 2
The Egghead Detective Agency 2 || Pika Nani

• Why is there a dinosaur bone in the garden?
• Who is sneaking comics out of the bookstore?
• Could there really be another ghost in the neighbourhood?

Ever since Egghead, the friendly ghost detective, showed up at Tam and Ant’s home, life has been one big adventure. With their little buddhis and a dose of Egghead’s ghostly powers, Tam and Ant have cracked case after case in their beloved apartment complex, Emerald Gardens.

But now, Egghead and his magical armchair have gone missing! Can Tam and Ant find their friend before it’s too late? Join the sisters in their ‘egg-ceptional’ quest that will keep you on the edge of your seat!

What’s more, YOU can help the detectives crack the cases with Solve It Yourself (SIY) clues, picture puzzles, brain-teasers and more in this 5-in-1 chapter book!

 

 

The Padmas
The Padmas || Neha J Hiranandani

Step into the world of the Padma Awards—one of India’s highest civilian honours. Announced on the eve of Republic Day every year, the awards recognize the achievements of people who have fought to make a difference in the world.

This book features fifty incredible people—artists, scientists, freedom fighters, social workers, sports stars and many others from different walks of life—who have proven that determination, perseverance and courage are the only ingredients needed to accomplish remarkable things.

Celebrating seventy years of the Padma Awards, this beautifully illustrated book will inspire young readers to dream big and persevere against all odds.

Mrityunjay: Can Vivaan Unravel The Truth Behind His Grandfather’s Mysterious Death?

The most awaited work of Tantric fiction of 2024 is here! A gripping blend of mythology, suspense, and ancient wisdom, Mrityunjay by Parakh Om Bhatt is about Vivaan’s quest to unravel his grandfather’s mysterious death, discovering a hidden world of tantric secrets and ancient prophecies. Could it be that the severed fifth head of Brahma held the deepest secrets of the Kaliyuga?

Read this exclusive excerpt to know more.

Mrityunjay
Mrityunjay || Parakh Om Bhatt

***

‘Baba, what is death? Why did Mom and Dad have such a short life?’
Vivaan had asked his grandfather these questions numerous times to, only to get a more mysterious answer each time. Today too, he was thinking about death. His thoughts came to a sudden halt as the car stopped. He had arrived at ‘Vasant iwas. The beautiful childhood he spent with his grandfather, the old man’s moist eyes when Vivaan was leaving for London, the spark in his eyes when he returned with a journalism degree and the shock when he announced that he wanted to settle down in Mumbai— the memories were vivid and fresh in Vivaan’s mind. He stepped out of the car and stared at the house. He had never ever thought he would come to an empty home in Rajkot.

 

The vintage-style house was one of its kind in the city. Vivaan opened the huge front door and the light smell of sandalwood hit him immediately. He remembered his grandfather using sandalwood while performing his daily prayers. The scent of the sandalwood reflected Sudhir’s subtle presence. The living room had white marble flooring, antique furniture and glass showpieces. There was a huge, embellished living room, prayer room and kitchen on thefirst floor of the house. Every morning after finishing his daily routine, Sudhir would sit in the prayer room on his mat in a fixed place and was not to be disturbed for an hour–and–a –half. There was another room through the prayer room, the key to which only Sudhir had. Vivaan still did not know what was in that room. He was curious, but after an incident that had happened in his childhood, he had not probed further.

 

Vivaan was shaking as he entered the living room. It was only last night when Sudhir had taken his last breaths in this very room. Vivaan imagined his grandfather stepping out of the prayer room, giving him a warm smile and offering him some prasaad. Vivaan reckoned that he had lost the pillar of his life.

 

His entire existence had crumbled in the last twelve hours. Though he had put on a brave face all this while, he was broken from within. He did not know how he would go on with his life without any family. He forced his eyes shut and crumpled to the floor. Fifteen minutes passed in absolute numbness. The sudden and loud ringing of his phone forced him to open his eyes and come back to reality.

 

‘Hello . . .’ Vivaan’s voice was almost like a whisper.

‘Good evening, son. Have you reached home?’ Alok Chaudhary said, his tone firm but loving.

‘Yes, uncle . . .’

‘Freshen up and come to the morgue. I want to talk to you.’ There was an urgency in Alok’s tone.

 

Alok Chaudhary, commissioner of the Rajkot Police, was a close friend of Sudhir Arya’s. Though they were years apart, they got along well. At fifty-seven, Alok was a year away from retirement. He had achieved the position of commissioner after several years of hard work and was well respected by his department for his excellent observation skills. Many believed that Alok should be in the Central Bureau of Investigation (CBI) and use his reasoning and intellect for national security. But Alok had decided that after the wedding of his daughter, Riya, he wanted a peaceful life. He was no longer the same person he had been at the start of his professional journey, mainly due to the emotional turmoil he had gone through in his life. Alok had a profound reverence for Sudhir. Every evening after work, he would visit Vasant Niwas. He had a thirst to learn about history and mythology. And Sudhir Arya was a treasure trove of knowledge! Though he was
fifty-seven, Alok would listen prudently to everything Sudhir said. Their discussions would range from ancient history to the multinational companies that Vivaan ran. He had always addressed Sudhir as ‘Dada.’ When he heard the news of Dada’s death that morning, he could not believe it.

 

Alok had not been able to meet Dada for two days—he had been out in Gondal on business. After watching the news, he immediately asked his team to seal Vasant Niwas with strict orders that nothing was to be touched. Forensic experts were called in and even the tiniest things in the house were analysed. In the end, Sudhir Arya’s body was moved to the morgue. The death certificate was awaited. Alok had called Vivaan to take custody of the body and wrap up the formalities.

 

It was evening by the time Vivaan reached the morgue. Though the Diwali lights shone on Rajkot, Vivaan felt a void and darkness within him. The appearance of the morgue and the copper sign on the gate looked inauspicious. He forced himself to walk towards the room at the end of the lobby. Before entering it, he caught a glimpse of what was going on inside.

 

Alok seemed to be in an intense discussion with three constables and the doctor. They were all standing in a circle and vehemently arguing about something. However, Vivaan was not looking at them. His eyes were seeking his grandfather.

 

The stretcher lying in one corner of the room caught his eye. Unexpectedly, he sighed. He had to hold on to the handle of the door to prevent himself from falling. Hearing the low thud, everyone present in the room looked at the door.

 

‘Baba . . .’ Vivaan was on the verge of collapse as Alok ran towards him and caught him just in time. Vivaan’s eyes were still on the body of his grandfather, lying half-covered with the white sheet.

***

Get your copy of Mrityunjay by Parakh Om Bhatt wherever books are sold.

How Data Can Transform Your Business Overnight!

Today’s data-driven world is changing in the blink of an eye. Boundaries blur, expectations evolve, and innovation knows no limits. In Mastering the Data Paradox by Nitin Seth, understand the convergence of data and AI, and explore how organizations leverage these forces to redefine industries and exceed customer expectations.

 

Mastering the Data Paradox
Mastering the Data Paradox || Nitin Seth

***

Blurring of boundaries and expectations. 

As a result of continuously evolving customer expectations as well as the business and competitor landscape, organizations are now becoming more fluid, and are moving towards becoming a one-stop solution to customer requirements. Using data and technologies, they can stretch beyond their own area of expertise to integrate multiple solutions under one hood. Today a mobile service provider is not just providing connectivity solutions, but are also providing payments, shopping, gaming, entertainment and many other solutions as well.

 

The Amazonification of services and Netflixization of experiences has not only affected their own respective industries but has transformed cross-industry expectations. Today, personalized experiences have gone beyond the purview of the retail industry. Equipped with access to data, B2B customers are also expecting a similar kind of personalization from chemical manufacturers. For example, the ‘Lab Assistant’ at BASF, is a web-based application that provides full access to data on complete product data and exclusive formulations that enable customers to find the right raw material and formulation ideas to create customized product formulations. Similarly, omnichannel experiences are not just expected from entertainment providers today but also from insurance providers. Now insurance is available to be bought online, over phone or in-store. Customers not only expect the convenience of buying online, but also similar levels of efficiency and convenience as top tier e-commerce sites. And since insurance purchases are highly personal and have many considerations, customers prefer multiple touchpoints before finalizing a purchase.

 

In addition to that, we have increasingly come to expect one-stop shop solutions stemming from Amazon-like business models that we have got used to. So, we expect even our financial services provider to provide us with an array of services under one roof. Today, in a world where customers have a wide range of options to choose from, they are ready to pay a premium for ease of use or access. They would prefer interacting with a single service provider who can cater to
different customer requirements, like savings, investment, insurance, bill payments, loans or even shopping, and deliver desired customer experience. We have come to expect our financial partner to provide connected seamless services across all these offerings, available at our disposal through a single app or website, accessible through least number of clicks, with minimal documentation and shortest lead time. Today, a car loan or a home loan, is available pre-approved by
your financial service provider, can be availed via the bank website or mobile app with just a few clicks and the money is transferred within a few hours or a day or two.

 

That is the amazing feat that data has enabled individuals and organizations to achieve. And like I said, this is just the beginning. It’s just the tip of the iceberg. Can you imagine what we can accomplish if we are able to go deeper and unleash the full potential of data?

 

Key takeaways
• Data fuels digital technologies, enabling unprecedented applications. Digital technologies, in return, spawn more data, adding to the data explosion, further enabling widespread AI use. And AI is enhancing digital experiences and data itself. This recursive relation between digital, data and AI is one of the most powerful transformative forces in the world today.

 

• The omnipresence of data has catalysed a comprehensive transformation across every aspect of our life, so much so that we now find ourselves unable to envision life without digital technologies fuelled by data.

 

• The evolving lifestyles are opening massive opportunities for businesses across all industries. Abundance of customer data has enabled firms to deliver Amazon-like services and Netflix-like experiences. Organizations are now able to extract untapped value and innovate like never before.

 

• The interplay between individuals and industries is redefining industry landscapes, blurring industry boundaries and transforming cross-industry expectations.

 

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Get your copy of Mastering the Data Paradox by Nitin Seth wherever books are sold

Here’s How Tweeting Right Can Make You a Marketing Legend

Get ready to unearth the gold in your language arsenal with Mine Your Language by Abhishek Borah, where the power of words can make your brand go viral. This book uncovers how the words we choose can either make or break a company’s success. With insights into the marketing tactics, and social media strategies of top brands like Toyota and Tesla, as well as tips on understanding customer reviews, this book is your go-to guide for using language to connect with consumers and drive business growth.

Read this exciting story of how Oreo became an overnight Twitter sensation during the Super Bowl.

Mine Your Language
Mine Your Language || Abhishek Borah

***

For a while now, digital communications have emerged as one of the most important means for brands to engage with customers. Brands increasingly use social media marketing, brand communities and buzz agents to build brands. Anecdotal evidence suggests, however, that a growing number of consumers have become disenchanted and have grown suspicious—if not tired—of digital communications and online advertisements. Many firms utilize personal data collected from their online users to target and personalize ads. This has led many consumers to find such ads intrusive, annoying, creepy and tiresome.

 

To help overcome this consumer annoyance, fear and fatigue, I, along with a set of friends who are also my co-conspirators in several research papers, explored the potential of ‘improvised marketing interventions’ (IMI) on social media. By ‘IMI’, we meant an impromptu, humorous, timely and unanticipated social media message from a brand that capitalized on an external event not connected to it—such as the Luis Suárez incident. We examined thousands of messages on X to see if tweets with the characteristics of an IMI could excite audiences and generate virality for the brand. ‘Virality’ means the number of retweets or shares received by the IMI on X.

 

We focused on X as it allowed us to capture a rich dimension of virality via retweets. Retweeting in X is a social phenomenon where users take a message someone else has posted and rebroadcast the same message to their followers. Unlike Meta (or Facebook), X is a one-way directed social network. On X, a user A ‘following’ user B does not imply that B ‘follows’ A. This unidirectional network structure suggests that a retweet is more credible, diffuses beyond the original user’s network, and is probably read more than a typical tweet because it is pre-screened and shared by a user who is followed. Though there are other forms of engagement on social media, such as likes and comments, which proxy for various engagement measures, we focused on virality. Our main goal was to enable managers to improve the effectiveness of sharing a brand’s digital communication on social media.

 

One brand that took advantage of the Super Bowl blackout was Oreo. When the entire Mercedes-Benz Superdome lost power for over thirty minutes, American football fans across the US took to social media to pass the time. Unexpectedly, Oreo, a popular cookie brand, filled the void within moments of the power outage, Oreo tweeted, ‘Power out? No problem’, along with a starkly lit image of a solitary Oreo cookie. The caption read, ‘You can still dunk in the dark.’ This now-famous tweet received 15,000 retweets in the eight hours after they posted it, creating significant publicity for Oreo at minimal expense. By contrast, a Super Bowl ad slot costs an average of $4.5 million. And this is an average. There are ads that cost much more. Amazon’s ninety-second commercial, Before Alexa, aired during Super Bowl LIV, is the most expensive Super Bowl commercial, along with Google’s commercial Loretta, which aired during the same Super
Bowl. Both cost a whopping $16.8 million. Oreo’s tweet cost the company almost nothing compared to the two above.

 

So, how did Oreo win the Marketing Super Bowl? One important phenomenon that Oreo used to its advantage is the modern consumer’s propensity to use multiple devices, known as ‘multiplexing’. Sports fans now, often, use not only the TV but also their smartphones and tablets to keep abreast of what is happening. Gone are the days when the only source of entertainment was the television. Oreo’s fifteen-person social media team realized they could catch the attention of these multiplexing fans when the Blackout happened. Their social media team, consisting of copywriters, artists and a strategist, was ready to react online to whatever happened in the Super Bowl within ten minutes—whether it was an amazing touchdown or, in this case, the lights going out. The team reacted quickly, and boy, did it pay dividends!

 

‘The new world order of communications today incorporates the whole of the way people are interacting with brands right now,’ said Sarah Hofstetter, former CEO of digital marketing agency 360i, which handled game-day tweeting for Oreo, in an interview with Wired. ‘Once the blackout happened, no one  was distracted—there was nothing going on. The combination of speed and cultural relevance propelled it to the forefront.

 

Similarly, Snickers, the chocolate bar brand, used the Suárez ‘Bitegate’ incident to showcase its cheeky brand of humour. The Snickers social media team was one of the first to call Suárez out on X, posting an image of a half-eaten Snickers bar with the slogan: ‘More satisfying than Italian’. The post generated about 17,700 likes and 1500 comments. Snickers was rewarded with 43,000 retweets in the next twenty-four hours and 38.7 million earned media impressions in two days with no paid media behind it. Again, no high television advertising costs, just like the Oreo tweet.

 

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Get your copy of Mine Your Language by Abhishek Borah wherever books are sold.

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