Interview 209.qxd13.03.200913:28UhrSeite1

–––––✂–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– LÜRZER’S INT’L ARCHIVE – ADS, TV AND POSTERS WORLDWIDE – [email protected] — PHONE: 0043 1 715 24 24 and thesocial.Looking atChinaandIndia tion oftwopotentforces, theeconomic is,after all, areflec-bounds. Advertising has changedhugelyandinleaps Prasoon Joshi: started? changed sinceyou has worldadvertising, L.A.: become biggerandbetter. nascent stagesandwatchingitgrow and isfaction ofholdingthefingerabrand in also totheadultinme,whogetssat- see your creation takinglifefast–and which craves instantness–thedesire to keeps alive andcaterstothechildinme, tobeinthisindustry.myself fortunate It ing wasthebiggestthing,andIconsider choice. The factthatIcouldwriteforaliv- tion, hasvalue anditcanbeacareer covered thatmywriting,crazy idea- agency.at anadvertising That’s whenIdis- pened thatmysummertraining wasfixed gree, butcontinuedwriting.Itso hap- physics andthenforamanagementde- children. SoIwent ontodomymastersin majority ofIndianparents desire fortheir or atakinggovernment job, iswhatthe choices ofbecomingadoctororengineer, a meansoflivelihood. The traditional and poetrywere notseenasa“career” or son waswastinghistime.InIndia,writing –theyfeltthattheir education department both myparents were officialsinthestate Coming from afamilyofeducationists – didn’t stepin,thingswouldgohaywire! parents wokeuptothefactthat,if they when Iwas17.Andguessthat’s whenmy book ofpoetryandprose waspublished there nourishesthewriterinyou. My first layas, andthetranquility andsolitude was spentinthemountains,Hima- since Iremember –mostofmychildhood Prasoon Joshi: L.A.: and Prasoon’s roles inallofthis. andcinema him aboutIndianadvertising inMumbai,spokewith in Advertising” Prasoon inapaneldiscussionon“Eros Vaske, whohadthepleasure tobewith writer forBollywoodfilms.Hermann second career asalyricistandscreen- the areabutalsoinhis ofadvertising Cannes Lionsamongthem–notonlyin countless awards –GoldenandSilver before joiningMcCann.Hehaswon & Mather, where hestayed fortenyears hiscareer in1992withOgilvy he started India’s all-round creative. Bornin1971, South-East AsiaatMcCannErickson,is Regional Creative Director, Southand Prasoon Joshi,Executive Chairmanand SlIdeas chooseyou. How didyou getintoadvertising? How andhow hasAsianadvertising, As for Asian advertising, it As forAsianadvertising, I have beenwritingever stays withyou. It’s strange andyet carries I cansayisthatithasedges.Ithaunts and Prasoon Joshi: L.A.: didn’t Ithinkofthat?” make theworldsitupandsay, “Hey, why dership, acerebral edge,andthepower to what isreally thoughtlea- inourDNA: singly seefrom Indiaisnot“exotica” but optimistic thatwhattheworldwillincrea- that makesourofferingdistinctive. Iam western sensibilities. This issomething also theexposure to–andeasewith tural wealth ofnuancestodiginto,and position, thatofastrong indigenous cul- levels. India,tomymind,isinaunique that communicationhastobeatdifferent as mypointofviewisconcerned,Ifeel and that’s whatmakesitinteresting. Asfar varying pointsofviewandapproaches, don’t thinkthere shouldbe. There are andI country-specific styleofadvertising, Prasoon Joshi: advertising? andonworld ence onAsianadvertising L.A.: Asia anditsadvertising. more receptivity tothecultural nuancesof depth one. Today, Ithinkthere isalot rist kindofperspective butnotanin- insular atthetime.Itmayhave hadatou- around. The western worldwaspretty thiswasnottheotherway vertising, and theculture thatitreflected initsad- to know more aboutthewestern world spectives. IthinkwhilstAsiadidattempt world hasbeentheopeningupofper- I thinkanotherchangeinrelation tothe half ofthepyramid iswhere theactionis. middle classandthemigrating bottom isnolongerniche–thehuge and services and faster. The target audienceforgoods more, theaudiovisual mediawere quicker ped and,asameansofreaching outto ducts meantmore consumerstobetap- –anincreasedadvertising numberofpro- changes we sawwasthemassificationin bel ballgame.Ithinkoneofthebiggest hasbecomeaveryAdvertising high-deci- media players andhundreds ofchannels. channels. Today, there are multipleprivate of government-funded andstate-owned changed –from largely printandacouple ferent avatar. The mediavehicles have sumerism makingitsforay, albeitinadif- is spoiltforchoiceandwe are seeingcon- competitive market. The customertoday resulted ingrowing optimismandamore tional brands; amore robust economyhas nomy meanttheeasyinflow ofmultina- cade andahalf. Liberalization oftheeco- changes inboththeseareas inthelastde- mies, theyhave witnessedsweeping as twolarge Asiancountriesorecono- How wouldyou describeIndia’s influ- How doyou defineanidea? I’ve never beenableto. All I thinkthere isnoone 1 Prasoon Joshi, Executive Chairman and Re- and Chairman Executive Joshi, Prasoon gional Creative Director, South and South- and South Director, Creative gional East Asia of McCann Erickson. Erickson. McCann of Asia East L.A.: sphere. When there are attunedminds. when surrounded by acongenialatmo- be rightforanidea;ideasgetpromoted sometimes thetimeandplacemaynot brand, thatbecomespotent.Ofcourse ofcreating a sanction, andbecomesapart if theconsumerbelieves initandgives it and grows. Speakingmore pragmatically: but co-creators, anidealives, breathes belief. When thecreator findsnottakers Prasoon Joshi: L.A.: mediumforideas. strive tobeaworthy dium. Soisahumanmind. We needto not say, “Iamelectricity.” It’s justame- the ideasgetintunewithyou. Awire can- learning, thinking,experiencing.Andlet mind. haveYou afertile have tokeep choose you. Andtheydothatonlyifyou you don’t comeupwithanidea.Ideas a senseofdéjà-vu. You see,Ibelieve that the language,change. There issomuch 100 kilometers,thecustoms,food,habits, a countrymadeofvaried worlds.Every west, isnot alinearcountryorculture. It’s being leftuntapped.India,unlikethe aspect –thatofourown culture –was ferent sensibilitiesandworldsbutahuge vertising. There ismuchtolearnfrom dif- continued foravery longtimeinourad- hangover ofthingsandattitudeswestern lowed andborrowed from thewest. The til very recently, inIndiafol- advertising sees, iswonderfultowitness. You see,un- distinctive version thattheworldnow oratleasttheemergingdian advertising, Prasoon Joshi: comefrom?madness inIndianadvertising Where does this certain richnessand Where doesthiscertain How doyou promote anidea? By believinginit.Collective This comingofageIn- Interview Interview 209.qxd 13.03.2009 13:28 Uhr Seite 2

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selves to being remembered. With many ––––––––––– brands, I managed to create a distinct lingo, and it was great to see the lines and dialogues of the ads being used in every- day talk in real life by consumers. L.A.: Looking back, you have created many, many great campaigns. Which one do you think was the most influential? Prasoon Joshi: Most often recalled are Coca-Cola and Happydent, both of which have their impact at various levels: on the level of brand sales, of brand-consumer relationship, of advertising awards and on the level of raising the bar personally on yourself. There are several social cam- paigns for the eradication of polio that were extremely effective. There is also a campaign for NDTV, a media brand that is close to me. It is extremely indigenous and India-centric but I believe it had the X Ads from Prasoon Joshi’s brilliant print campaign for Coke. Claim: “Coca-Cola refreshes.” factor. Building on the founder’s credibility, we took the platform of “truth” and made it synonymous with the brand. There was history so much variety and, yes, a certain you will find it in many aspects, be it films no shoot done for the commercials; we chaos: multiple things happening at the or music or just our everyday life. Our big- used authentic journalistic footage to ex- — PHONE:IVE.COM 0043 1 715 24 same time. People cross roads assuming gest religious texts were recited through plain how we are interested in a new India that the oncoming car, truck or van will the ages. One of our centuries-old poets that is ready to face the truth, to look the most probably slow down. It’s a mixture of and philosophers, Kabir, was an unread weaknesses in the eye, and have the will risk and faith in the other. At the same man. Yet his teachings and couplets have to change and better it. time, cattle may decide to park them- been passed down through generations – L.A.: Would you say that some of the ads selves in the middle of the roads and the all on the power of the oral tradition. In you have created in your career could be traffic will nonchalantly weave its way advertising, this was surprisingly not lev- called “radical”? around it. People plan their exit from a eraged. Again, this might have to do with Prasoon Joshi: I think when you actually Bombay local train compartment two the western style that we used to follow. are radical, you don’t know you’re radical.

stations prior due to overcrowding and Be it brands like Chlor-mint or Perfetti or The people who are radical are the people IDE – OFFICE@LUERZERSARCH then get pushed out at a wrong station Coke or Nescafe – I tried to introduce oral who think they are completely normal. It is only to then coolly climb back onto the tradition into the ads I created and it wor- the other people who tell you you’re radi- next train. It’s not just the physical chaos – ked beautifully. You see, there has to be a cal. For you, it’s a completely natural thing it’s also the mental and cerebral one. specific art to writing the oral tradition. to do. I myself never know that I am radi- There is so much to be done at the same There have to be several memory hooks cal, and I think people who are radical time amidst a lack of well-oiled systems or created – not one catchline but several would never know they are radical. It’s procedures. But it gets done. Then there is such dialogues that stick and lend them- what comes naturally to them. So, most of a coexistence of contradictions – a bullock

cart and a BMW on the same road, TV AND POSTERSWORLDW shanties next to a posh building, the world’s most tech-savvy work force and yet high illiteracy rates. The structure, the order in its physical form, is nowhere to be found. India in a certain sense goes with the flow, embracing new ideas and cultures, and yet retaining its own distinct identity. For the writer in me, there could be nothing as fascinating. I am confused by choice. I feel finality kills creativity, and for the advertising professional in me noth-

ing is as disturbing as not getting deep LÜRZER’S INT’L ARCHIVE – ADS, into the psyche of our country’s consu- mers. I’ve always strongly felt that we need to not just communicate but connect with our people. This has to be done fol- lowing our inherent cultural codes, in a manner that is neither alienating nor pa- tronizing. To give you an example: oral tra- dition is a huge aspect of our culture, and ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 2 ✂ ––––– Interview 209.qxd 13.03.2009 13:28 Uhr Seite 3

Interview ––––––––––– L.A.: You mentioned the Sufi music you used. The Sufis are quite radical in their approach to the spiritual, aren’t they? Prasoon Joshi: Yeah. The choice of Sufi music was very clear in my head right from the beginning. You know, I was thinking of a world which is like a dervish, like people dancing, enjoying themselves, and a world where everything is possible, anything is possible. The film has been shot like a fa- ble, like a fairytale. And, in that world, I couldn’t imagine a very normal sort of jingle happening. I just was uncomfortable with it. And so I stumbled upon this thought: “Why not use Sufi music?” And in India there have been a lot of Sufi singers. My favorite is the late Nusrat Fateh Ali Khan. His music was used for “Dead Man Walking,” if you remember the film. It was his singing which was used there also. If the times, how I know that I’m radical is And this way, chewing gum, which is such he’d still been alive, I would’ve used his that other people tell me “Oh, that was a minuscule product in people’s life, voice. I would have gone to him, request- bizarre!” or “Oh, that was out of the would gain importance for them. Or they ed him to give music for this. But he was IVE.COM — PHONE:IVE.COM 0043 1 715 24 world!” or “How do you think of that?” would at least remember the product. So dead by then, so I used one of my friends and “Oh, that was mind-blowing!” These then I thought of this city which is com- and we sort of jammed together and did things never occur to me when I am doing pletely lit by “human bulbs.” The teeth of this piece of music which, really, you my work, whether it’s writing a commercial its inhabitants are so bright that the king know, did wonders for this commercial. or writing a song for a film. I probably just of that city uses them as bulbs – you L.A.: You sang yourself? follow my instinct. And perhaps there is know, hangs them on walls, uses them as Prasoon Joshi: Yes, I also used my voice in some wiring which is different from other table lamps. And this is the story of a man this. There are three voices, one of the people’s. And that makes me radical in who is employed in the king’s kingdom as voices is mine. The voice which comes in their eyes. a chandelier bulb. And he’s late for his job, the end is my voice. Well, I believe in L.A.: But I’m sure you can understand the and on his way to work he passes through doing things, you know, if you love some-

IDE – OFFICE@LUERZERSARCH surprising effect that, for instance, your the city, and we see how many of his thing. I love music. And I think I can sing commercials have on people, can’t you? friends are bulbs. He waves at them: “Hey a little bit. So, well, God has given you a When they first saw your commercial for man, I’m late today.” And he finally arrives voice. What matters is, do you have hon- Happydent White with the “human light- before suppertime for the king and slips esty in your voice and are you in sync with bulbs,” they were stunned. himself down into the chandelier. He’s a the idea behind the commercial. I was and Prasoon Joshi: Yeah. That was a commer- chief bulb, for God’s sake – if he’s not I sang. I’m happy that my voice is there, cial for a chewing gum which brightens there, the chandelier doesn’t come alive. part of it. your teeth. The company’s name is And he gets there just in time: the king is L.A.: You are obviously a very multiface- Perfetti. It’s an Italian company. They came about to sit down to supper and the ted man: You write screenplays, you’re a whole city – “ding!” – comes alive with these songwriter and a big advertising, commu-

TV AND POSTERSWORLDW to India and they wanted to sell this chew- ing gum in India. And they said that this is bulbs. And the spot has a nice sort of music, nication person in your country. How can an alternative to a toothbrush. Probably which is Sufi music, a tradition of India, you juggle all these things? for people who are out on a date. I felt, which is spiritual music. I wanted to give it a Prasoon Joshi: I have been asked this no, that’s pretty boring, I mean, who in In- very ethereal sort of feel because the whole question a number of times. I am told by dia, where people are fighting basic bat- thing is, of course, very fantastical. I wanted people, “Oh, when we see you winning tles, would seriously want to take a chew- to make it come alive and give it a more my- Filmfare …” (which is the Oscars of India – ing gum which brightens your teeth? Let stical feel than it had. So this music also I have won Filmfare twice in a row for the me think of something which sort of adds up to the charm of the commercial, last two years) “… we see you winning makes the brand very close to people. and when it came out, people said, “Oh, it’s Filmfare and at the same time we see you Also, I feel that if you want to sell a brand, radical!” and “Oh, it’s different!” and they winning at Cannes. I mean, how do you first of all you should not take yourself too loved it all around the world. And wherever manage both? And on the one hand you

LÜRZER’S INT’L ARCHIVE – ADS, seriously. If you take yourself too seri- it went, it won. It won at Cannes. It won write poetry, on the other hand it’s adver- ously, then people are going to laugh at everywhere in the world. And all the people tising, which is absolutely commercial.” I you, especially when you are selling a I respect wrote to me and said that, well, never see it like that. When I was born, chewing gum, for God’s sake. You are they were won over by the commercial. But, nobody congratulated my mom and said: giving a fun product to people, giving personally, when I was doing it, the only “Hey, congratulations: a copywriter is them something which they’ll enjoy. So thing I had in my head is that I wanted to born!” I was not born a copywriter, or born first of all, they should enjoy your ad. So I make this product happen with the consu- a poet or anything. You learn and you started thinking of how to create some- mer. And the rest followed, the stuff people hone your talent. There are different thing which will stay in people’s minds. found different or radical just followed. mediums, ways of expressing yourself. ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 3 ✂ ––––– Interview 209.qxd 13.03.2009 13:28 Uhr Seite 4

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grow and attain more clarity and country. And you would be pleased to ––––––––––– get established. Right now, the know that, after this film came out, there idea is to create a forum to get were two very significant movements different points of view together which happened in India. One of them and to find future direction was a murder case which was closed shut. collectively. The award show is The youths came down, singing my song just a part of it. It’s more of a on the streets of Delhi, and requested the meeting of minds. government to reopen the case. And they L.A.: Could you tell us about one felt that justice was not done. People gave of the screenplays you wrote? credit to this film and they said that, be- Prasoon Joshi: The BAFTA-nomi- cause of this film, the youths sort of took nated film, for which I wrote that step and sort of told the government dialogs and the songs, is called very clearly that we’re not happy with the “Paint It Yellow,” and in Hindi decision, we want this case to be re- it’s called “Rang De Basanti.” It’s opened. The case was reopened and the one of the biggest historical hits real culprits were punished. So that’s the in India, a blockbuster. It’s a film effect of cinema. That’s why this film is about a bunch of youngsters one of the most memorable films in the who represent today’s youth in history of Indian cinema. India, who actually are bored L.A.: What is the difference for you be- and are feeling completely de- tween virals and commercials? motivated, and they don’t feel Prasoon Joshi: I believe that we unneces- any sense of attachment to the sarily worry too much about the internet country. They feel the country is and digital media. We sort of get scared of rotten. Until, that is, a filmmaker it, you know. I have seen a lot of creative — PHONE:IVE.COM 0043 1 715 24 from London, who is an English people getting frightened. I personally feel Ads from a campaign for Hanes brand underwear. girl, comes down to India to that everything boils down to content. make a film on India’s freedom Yes, it’s a revolutionary medium. Yes, it struggle. She arrives in India has given us a platform which was never And what matters are ideas. So I person- and she is casting for her film. And she there before. But what are you going to ally do not differentiate between whether meets these boys and she casts them in show on that platform? The content is still I’m writing poetry or writing songs or her film. And while they are working with as important as ever. Or, in fact, it’s more writing advertising. I feel it has to connect. her, they come to know about the history important. In the case of this commercial, It should be able to take my message for- of their own country, which someone else the chewing gum commercial, the Happy-

ward to people. It should be able to com- tells them, an outsider. And while they’re dent commercial, I proudly can tell you IDE – OFFICE@LUERZERSARCH municate my thoughts, and that’s what I acting for the film, rehearsing for the film, that, after the commercial was released on enjoy. Whether it happens through a song, they see a sort of transformation in them. television, people – I mean the consumers whether it happens through a screenplay, And they start getting bothered about the – themselves made virals of it. They put it or it happens through an ad or a commer- political scenario of the country. And, on YouTube. I found it on YouTube one cial or a print ad. It doesn’t matter to me. finally, the film has a very, very controver- day. They sent it to each other through At the end of the day, your thoughts, your sial ending. A lot of people criticized the emails. We didn’t make a viral of it. It was ideas have to reach out to people. ending because, in the end, they kill the not a viral creative. It was a commercial L.A.: You’ve won countless advertising defense minister of the country because created for television. People in India they feel that he was involved in the arms loved it so much that they started sending

awards. What motivates your creativity TV AND POSTERSWORLDW now that you’ve been there and reached deal as a result of which a friend of theirs, it to each other. They started posting it on everything? who was a pilot, lost his life. He dies in a all the Indian websites. I myself received it Prasoon Joshi: I live in the moment. I think crash. And they discover that that hap- from an anonymous email that read “Hey, life is an ensemble of moments, and each pened because of underhand dealings, being an Indian, I feel you must watch this moment carries its own beauty and chal- and the faulty planes had been bought, commercial. This is a great Indian com- lenge. I just try to do justice to the and a few people had made money and, mercial.” So I laughed and I also felt moment. I am too close to the moments as a result, a few lives are gone. So they happy that, you know, if you create some- to actually distance myself and see where go completely mad and they take the step thing in any medium, it doesn’t matter, I have happened to reach or how much of going and killing the defense minister. even if you’ve created a great print ad, there is more to go. Ramanujam, an In- And, after that, they capture a radio sta- people would take pictures of it and put it dian philosopher, once said, “You never tion, and from there they talk to the public on websites. I believe in the power of an

step into the same river twice” – it’s con- at large of India. And they tell them, “We idea. If your idea is great, it will convert LÜRZER’S INT’L ARCHIVE – ADS, stantly flowing and changing, I instinc- are not proud of what we have done. We itself into various forms and shapes, and tively live that. shouldn’t have killed him. But the fact is various avatars, and will reach out to peo- L.A.: You and your friends from the Indian that we have to now wake up. We can’t be ple on its own. I would say that we should Art Directors Club have now established just fence-sitters.” India has a problem of give more emphasis to craft, idea, Goa Adfest. How has the idea been re- young people not even voting today – you thought, content rather than getting ceived and how is it coming along? know, the majority of youths in India do worried too much about the medium and Prasoon Joshi: Goafest is only a couple of not even vote. So the film was meant as a saying that, well, digital is revolutionary. years old. Like other award shows, it will wake-up call to the young people of the Everybody knows that it’s revolutionary. ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 4 ✂ ––––– Interview 209.qxd 13.03.2009 13:28 Uhr Seite 5

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which is in transition, which ed live in our rooms through TV. There is ––––––––––– is taking advantage of the a sense of awakening, of questioning, economic movement in and looking inwards into the weakness there. So there are many In- of our systems of policy, of society, of a dias coexisting at the same government that left us vulnerable to time. So digital in India such attacks. Especially amongst the could be very advanced at youth. Anger is being harnessed into the same time … very, very decisive action. In fact I couldn’t help backwards at the same but express my emotions through a time. It could be very na- piece of poetry that I wrote in Hindi scent in a few places, and it which widely resonated with people could be completely ad- across the country. Websites and TV vanced in another part of channels translated it into other lan- the country. So it’s a com- guages, and also English. It talked about plex market. Nobody can letting the rage and anger not die down, completely depend on digi- to not insensitively bounce back and re- tal in India today and say, turn to normalcy but to let the hurt sim- “I’m going to use just the mer and channel it into positive change. digital medium and reach In English it goes like this: out to the consumer.” You’ll have to use everything. “This time when that little girl comes to You’ll have to use conven- me with her bruises, I will not blow gently tional advertising. You’ll at her wound, nor distract her, I will let have to use television. Tele- her pain grow. IVE.COM — PHONE:IVE.COM 0043 1 715 24 vision still is a very, very Not this time. important medium for our This time when I see pain on faces country. You’ll have to use I will not sing the song that eases pain radio. You’ll have to use I will let the suffering seep in, deep. outdoor. And along with Not this time. that you’ll have to use digi- This time I won't smear any balm tal. So right now, for many Nor will I ask you to shut your eyes years to come, I think we’ll And turn your head have a mix of everything. While I gingerly apply medicine But, gradually, digital … I will let everyone see the open, naked

IDE – OFFICE@LUERZERSARCH especially among youth and wounds in bigger towns, digital ad- Not this time. vertising is going to play a This time when I see difficulty, uneasiness big role in the coming fu- I will not run to superficially solve the ture. But the time is not problems very close because the peo- I will let them become intricate, thorny, ple who have got access to real digital, or people who have Not this time. computers or who have a This time I won't succumb to the pull of 24-hour electricity power my profession and TV AND POSTERSWORLDW Stills from Prasoon Joshi’s Perfetti Happydent commercial. supply, are very few. Pick up my tools as a matter of duty and L.A.: My last question: How start yet again But what you are going to do with it is the did India’s advertising capital cope with Nor would I don the mantle of one dedi- question that remains. And the answer is the recent terrorist attacks? cated to my job very simple: do a great idea. That’s it. Prasoon Joshi: You touch a nerve here. I will not let life easily return to normalcy L.A.: Where is digital advertising headed India has been attacked through the I will let it descend into muck, on the in India? centuries, the Aryans, Arabs, Mughals, twisting paths Prasoon Joshi: See, India is a very complex and the Dutch, Portuguese, the British … I will not let the blood on the walls dry market, because there are, as you know, all have had their way with the land. In- out many Indians. There’s not one India. The dia has survived by embracing the in- Nor will I let its color fade away one India is completely digital in a sense. vaders and their culture and creating its This time I won't let it become so helpless

LÜRZER’S INT’L ARCHIVE – ADS, It’s very well-connected. You see world- own unique identity. Genetically, India is That you can't tell the difference between class IT professionals coming from there. programmed to handle crisis and it – the blotch of blood and paan-spit So one India is completely in sync with the most especially Mumbai – has enjoyed Not this time. digital world and probably leading that. the label of surviving all and picking up This time the wounds need to be watched At the same time, there is another India and moving on. But what we witnessed Carefully where you don’t even have electricity and for ourselves on November 26th and the For a long time where people haven’t even seen televi- next few days has shaken us to the core. Determination and then some decisions sion, or they’re discovering it for the first We lost friends, clients, brilliant officers, We have to begin somewhere time. And then there is another India family breadwinners. And all this unfold- This time this is what I have resolved.” ––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––– 5 ✂ –––––