1 Case Study 4: I didn’t Troll Gurmehar Kaur, Alok Nath (Babu Ji) did I recently met a few youngsters at a Party. Our discussion was focused on the need to maintain grace while posting/ commenting on social media. Our discussion took an ugly turn when a girl raised the topic of Gurmehar Kaur, a student of Lady Shri Ram College, New Delhi, who was allegedly trolled on Social media in February 2017. This topic divided boys and girls in two separate groups, with girls siding with Gurmehar Kaur and Boys having a negative view about her. There was an exception though. A Girl participant in the discussion had a different view. Although she was critical of the death threats to Gurmehar Kaur as well as the filthy language used by some against her, she was against Gurmehar’s famous Post on Social media, “Pakistan didn’t kill my Father, War Killed him”. The Girl’s father was also an Army Man, and like Gurmehar Kaur’s father, had died fighting against Pakistan sponsored Terrorists when she was only five. She was critical of Pakistan, alleging that it was Pakistan who was responsible for the past wars, and it was Pakistan who was sponsoring Terrorism in India. She further alleged that if Gurmehar Kaur was so concerned about peace, why didn’t she address her message to Pakistan Army, ISI, Pakistani Politicians and Pakistani Terrorists? And above all, she alleged, in February 2017, Gurmehar Kaur was seen protesting against those who had condemned the “Azaadi” slogans at JNU, Delhi and who had opposed the Lecture of such separatists at a college under Delhi University. She alleged that she was also a martyr’s daughter and didn’t agree with the views of Gurmehar Kaur on Pakistan. There was a boy in the group whose relative had died in 26/11 terrorist incident (sponsored by Pakistan) in Mumbai. He agreed with this Late Army Man’s daughter. Boys in the group alleged that Gurmehar Kaur was clearly seen taking sides with the separatists who had raised slogans against India at JNU. How can separatist voices be termed as Freedom of Speech? And moreover, they alleged, separatist voices were clearly supported by Pakistan. How can a martyr’s daughter support the same Pakistan who supports terrorism in India? They were critical of Attain Divine Marketing Powers Through Hanuman Chalisa Volume 1 By Kujnish Vashisht (Page 112-133) 2 Gurmehar Kaur as the Terrorists supported by Pakistan had Killed Gurmehar Kaur’s father. There was also an ABVP supporter in the group. He alleged that if Gurmehar Kaur was actually a messenger of peace (which Gurmehar Kaur claimed as the spirit behind her clean chit to Pakistan), why doesn’t she make peace with ABVP? He showed a tweet of Gurmehar Kaur (dated 13th September, 2017) through which she is rejoicing at the defeat of ABVP in University elections. His allegation was, Is Gurmehar Kaur’s Love for Pakistan more than her hatred against ABVP (who are her own countrymen)? He alleged that her behaviour showed that she was actually a messenger of left wing Politics against Right Wing Politics. Some of the girls agreed to this point of boys, but they were clearly against the way she was trolled. I agreed with the girls on trolling point, and tried to convince them against this practice. Then there was a sudden laughter. One of the boys said, “Should we then become Babu Ji (Alok Nath) on social media and perform Kanya Daan of girls? I also laughed at this, but then suddenly realised the “Creative Cues” behind this statement. If Alok Nath (Babu Ji) had a strong view against Gurmehar Kaur, how would he have reacted on Social media? This group was aware about my plans to write my next book on marketing based on Hanuman Chalisa. One of them suggested, why don’t you write an article in the book on “How to Troll on Social Media”? He added that Trolling is also a human need and Marketers should offer solutions to fulfil this need. I readily agreed and since the mention of Sh Alok Nath (Babu Ji) had already triggered creative Bhangra inside me, I assured them that I will include a case study in the book with the theme “How Alok Nath Ji would have trolled Gurmehar Kaur in his Kanyadaan Style”. Since I have already defined the marketing process prescribed by first Doha of Hanuman Chalisa earlier in this Book, I will use the same process to present my case. So with folded hands, I move further on this case, with a humble message to the readers that “I didn’t Troll Gurmehar Kaur, Alok Nath (Babu Ji) did”. Attain Divine Marketing Powers Through Hanuman Chalisa Volume 1 By Kujnish Vashisht (Page 112-133) 3 Case Analysis based on First Doha of Hanuman Chalisa A brief description of the marketing problem This is a marketing book inspired by Shree Ram, and hence there shouldn’t even be a hint of hatred in any section. Ms Gurmehar Kaur also has been trying to advocate the same message. With folded hands, I again inform the readers that this is not a case against Ms Gurmehar Kaur. My purpose of adding this case in the Book is to draw people’s focus towards increasing controversies/ ugly situations because of lack of clear definition of Freedom of Speech. Also focused in this case is how following Ravan elements even for pursuing a just cause can create an undue advantage for your opponent. There were two parties in this case. One was Ms Gurmehar Kaur who recently was declared Free Speech Warrior by Time Magazine. I include supporters of Gurmehar Kaur’s views in this group. Other party was the set of people opposing Gurmehar Kaur. It should be noted that it was not only ABVP, but also people from all walks of life who were opposing Gurmehar Kaur. Then what tilted the marketing scale in favour of Gurmehar Kaur? There is a deep marketing message hidden in this case for marketers in general and users of Social media in particular. One statement in the above case description which moved the marketer inside me was “Trolling is a human need, and marketing analysts must define how to troll effectively”. I took it as a challenge. My position in this case is similar to an advocate who is defending an accused who has extremely low chances of winning the case. I shall be acting as a Marketing advocate to the Trolls in this case, and I promise that I shall conduct myself in a graceful manner (as the Book is inspired by Maryada Purushottam Shree Ram). Alok Nath Ji has been the symbol of peace and love right from the early days of his career on Television as an old man Haveli Ram in TV Serial Buniaad (He was only 30 then). He has acted in many famous films and TV serials and has played father figure in most of his roles. He probably holds the record for performing most number of Kanyadaans for his Reel life daughters. Had Alok Nath ji trolled Gurmehar Kaur, how would she have reacted? And most importantly, with his simple, loving and charming Attain Divine Marketing Powers Through Hanuman Chalisa Volume 1 By Kujnish Vashisht (Page 112-133) 4 personality, how Alok Nath ji would actually have trolled Gurmehar Kaur? Can this case set some kind of a precedent to show the right way to Trolls? I have deliberately chosen the word “Right Way” because the reasons for opposition by Trolls may be right, but it is their way which can be termed as questionable. Readers should also note that in this case, I am using the word Troll in a positive sense and not in negative sense. The above point will be absolutely clear once you read the whole case analysis. Let’s move further on our marketing process prescribed by first Doha of Hanuman Chalisa Listing of Areas of Premature Destruction (Based on Teaching by Lord Shiva through Mahamrityunjaya Mantra) Since I am acting as a graceful Marketing advocate for Trolls in this case, I shall first list the areas which shouldn’t have been their target Zones. Targeting such areas derailed their argument and tilted the marketing scale in favour of their opponent Gurmehar Kaur. Rank 1: Gurmehar Kaur is a girl Society doesn’t tolerate filthy language/threats against females. Trolls should note that the moment they show disrespect towards females, they should be ready for widespread criticism. This is a must avoid for them under any circumstances. That’s why I have awarded Rank 1 to this area. Rank 2: Army Background of Gurmehar Kaur’s Father Gurmehar Kaur’s father was an Army Man who gave away his life fighting for the country: There is a natural sympathy of the Society towards Soldiers. There may be an argument that being the Son/ Daughter of an Army man doesn’t guarantee the right to sacredness for their children. There may be many cases of misconduct by Army men or their children in the past. However, Trolls should have been careful in dealing with this element. Attain Divine Marketing Powers Through Hanuman Chalisa Volume 1 By Kujnish Vashisht (Page 112-133) 5 Rank 3: The idea of peace promoted by Gurmehar Kaur You can’t generally oppose the idea of peace under ideal conditions. Gurmehar Kaur was seen siding with peace, which is generally one of the elements people use for gaining high moral grounds in Public.