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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
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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”.
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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
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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.
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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.
I shall now list the areas which were against Gurmehar Kaur, i.e. the areas which the Trolls should have focused on as these were areas of Premature Destruction of Gurmehar Kaur’s argument.
Rank 1: Her Support for Separatists/ Pakistan
In this whole controversy, main anger of a large section of the society was clearly against the separatists. JNU controversy was at the background of this case. Gurmehar Kaur was clearly seen standing for these separatists. She was a part of “Save DU Campaign” which was mainly targeted against ABVP. The spirit of this campaign against ABVP was for their opposing the alleged “Freedom of Speech” of those who were seen raising slogans against the Country at JNU. “Bharat Tere Tukde Hongey” and “Azaadi” slogans were some of the slogans raised at JNU which had angered a large section of the society. Separatists who raised these slogans enjoy support of Pakistan, the same Pakistan who supports Terrorism in India, and ironically, Gurmehar Kaur’s father had died fighting the same terrorists.
Rank 2: Her provocative message against ABVP
Gurmehar Kaur still claims that she stands for peace and love. The whole controversy started when she was seen carrying a banner against ABVP which was provocative (She posted it as a Profile picture on her FB account). She may have been justified in her anger against ABVP (because of alleged Violence at her campus), but her provocative banner was diametrically opposite to her claims for Peace and Love. The whole controversy wouldn’t have taken place had she protested with a peace oriented Banner. This provocative Banner created a clear suspicion on her real motives (Political affiliation instead of message for peace and calm as there were two student unions fighting with each other, and Gurmehar Kaur’s anger was only against one). I must remind again with full humility
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6 that I am only acting as a Marketing Advocate for Trolls (the purpose of which has already been explained before)
Rank 3: Her Link with Ram Subramanian, the man who is clearly associated with Opponents of BJP/ ABVP
Ram Subramanian started his career as an ad-filmmaker who later became a Social activist. There is nothing wrong in being a Social Activist. However, when your activism is mainly targeted against Political Party A and is tilted towards Political Party B, it can be branded as Political Activism and not Social activism. And the moment you are openly working for or against a Political Party, you lose your unbiased credentials. Ram Subramanian was associated with Aam Aadmi Party in 2015 and created some viral Social media campaigns for them. Even if you see his recent credentials, he created a campaign against voting for BJP in Gujarat Elections in December 2017. Gurmehar Kaur’s “Pakistan didn’t Kill my Father, War Killed him” video was uploaded on YouTube (In 2016, well before the controversy) by Voice of Ram, a channel backed by Ram Subramanian. It was a professionally Shot Video, uploaded by an ad-filmmaker which clearly gave rise to the possibility that Gurmehar Kaur’s appeal for peace was scripted by professionals and was not instantaneous. And this also gives rise to the possibility that Gurmehar Kaur took money for the campaign (I add here that I have no proof whether she took the money or not. However, there could be a 50% chance. Again, Marketing Artha is different from real money in the sense that even if Gurmehar Kaur did this not for money but for Publicity, it counts as a monetary benefit in Marketing terms). This is significant from marketing angle as it lowers her credibility.
Side Track
The above shouldn’t be interpreted as my bias against Aam Aadmi Party. I openly support the freshness they have brought to Politics. There is also a difference between working for a party and supporting a party. I have been a supporter of BJP since long and have always voted for them. I took an online membership of the party also a few years ago, but I have never worked for BJP. I mentioned the Blue colour in the necks of followers of
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Lord Shiva in Chapter 2. Voters also suffer from the same Blue colour in their necks. The fact that I vote for BJP doesn’t mean that I am not carrying that Blue colour in my neck against BJP. The moment some other Political party offers an effective solution to this Blue colour in my neck, I will vote for that other party. It should be the Marketing Dharma of every Political party to identify elements which cause Blue colour in the necks of their voters. The Marketing Dharma also demands that every Political party should identify elements causing Blue colour in the voters of opposition parties. Retaining your own voters and winning over opposition voters entirely depends upon identifying and providing effective solutions to such Blue colouring elements. I wish to write a Book on Political Marketing by following this same process prescribed by first Doha of Hanuman Chalisa. Institutions/ Individuals who wish to sponsor such Book can write to me at [email protected] .
Step 2: Marketing Dharma of Trolls (associated with various areas of premature destruction as stated under Step 1)
The Marketing Dharma of Trolls was to first not to target areas which were possible areas of destruction for them. They should have targeted the possible areas of destruction of Gurmehar Kaur’s argument. This message should also become a sacred message for all Social Media and Political Marketers. I have seen many Political Campaigns defying the Marketing Logic and thus getting thumbs down from the Society. I am discussing one particular instance from the Political Horizon. During the recent Gujarat Elections (December 2017), Mr Kapil Sibbal, a senior Supreme Court Lawyer and also a senior Congress Party leader appealed to the Supreme Court (in his private capacity as a Lawyer for the entity opposing Shree Ram Temple) to postpone the hearing of Shree Ram Temple Case to 2019 (after the General Elections). This was clearly perceived by the Indian Society as opposition to Shree Ram Temple. Since Mr Sibbal also happens to be a senior leader of Congress, it was perceived by people as the unofficial stand of Congress Party against Shree Ram Temple. The party maintained that it was a professional matter for Mr Sibbal in his private
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8 capacity. However, Marketing communication is all about creating a favourable space in the minds of consumers (Electorate in this case). Mr Sibbal’s signal created a communication conflict in the minds of the Voters (contrary to Pro Hinduism stand by Mr Rahul Gandhi, which I strongly appreciate), and may have cost Congress Party the Gujarat Elections.
Coming back to Gurmehar Kaur case, those opposing her should have focused on possible areas of premature destruction of Gurmehar Kaur’s argument, and should have avoided possible areas of premature destruction to their own arguments. They violated this desired Marketing Dharma which tilted the marketing scales in favour of Gurmehar Kaur. The explanation follows:
Areas of Pre-mature destruction for Troll’s Argument (Pro Gurmehar Kaur/ Against Trolls)
Rank 1: Gurmehar Kaur is a girl
Always respect the females. This should be a motto of all Social Marketers/ Social Media Participants/ Public figures (This ideally should be the motto of everyone under all conditions. Hindu Dharma lays great stress on respect/ equal rights for women.). Gurmehar Kaur was threatened/ abused on Social media. She maintained her Grace while responding to such threats and got away with huge marketing points. This is where Trolls lost the battle. However, here, I would like to make a distinction. Who were the people who threatened Gurmehar Kaur? If they were members of ABVP, they should have been immediately censured and strong action should have been taken against them. If they were not members of ABVP, it was the responsibility (Marketing Dharma) of ABVP to condemn such comments. There is a possibility that some elements opposing ABVP may have posted such comments masquerading as their members. The best way to deal with such situations is to publically condemn such elements, and with utmost urgency and seriousness.
A fake video also surfaced which showed Gurmehar Kaur in bad light. This should also have been condemned with great urgency and seriousness. This fake video was condemnable, and caused huge marketing damage to the
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9 argument of opponents of Gurmehar Kaur. The young lady again handled the situation gracefully.
Rank 2: Army Background of Gurmehar Kaur’s Father
Avoid commenting against Army personnel as well as their children. Yes it’s true that their Children may not have impeccable credentials. Yes it’s true that many of Army person’s Children have been involved in crimes in the past (as per historical records). Still, always follow the Marketing Dharma of not entering into arguments with categories of persons who enjoy natural respect/ sympathy of the society. Gurmehar Kaur may have lied when she stated that her Father died during Kargil War .Her father as per Government records had died just after the Kargil War, in a terrorist attack in J&K. However, Terrorism is also an undeclared War by Pakistan against India, and I agree with Gurmehar Kaur when she says that her father died in a War. However, those opposing Gurmehar Kaur taunted (deliberately chose the word taunted) the martyr status of her Father which tilted a sizeable section of society towards Gurmehar Kaur. Many retired defence officials, who may have condemned Gurmehar Kaur’s pro Pakistan message, may have felt the need to side with Gurmehar Kaur just on the basis of this taunt.
Rank 3: The idea of peace promoted by Gurmehar Kaur
Marketing Dharma recommends that individuals/ entities should maintain high moral grounds in Public appearances or while taking a Public stand. Since Gurmehar Kaur was seen siding with peace, she stood on a high moral ground in the eyes of Indian/ International media. Those opposing her were caught on the wrong side of this marketing parameter.
Areas of Pre-mature destruction for Gurmehar Kaur’s Argument (Pro Trolls/ Against Gurmehar Kaur)
Rank 1: Her Support for Separatists/ Pakistan
“Pakistan did not kill my Father, War Killed Him”. As stated by Gurmehar Kaur in her public stand through many of her interviews/ Social media
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10 posts, she is a messenger of peace and hence wants peace with Pakistan. The underlying message was that it is War which kills Soldiers on both side, and if India makes peace with Pakistan, Soldiers from both the sides will be saved. She was trying to convince the society that if she can forgive Pakistan despite losing her father in her childhood (while fighting against Terrorists supported by Pakistan), why can’t Indian society forgive Pakistan?
Marketing Dharma of those opposing Gurmehar Kaur was to oppose this argument. Before discussing their Marketing Dharma, let me first explain the Marketing Dharma of Gurmehar Kaur. Did the original marketing message by Gurmehar Kaur/ Ram Subramanian (Pakistan/ Father/ War) bring the desired impact of peace on Indian Society? The answer is no because this message went almost unnoticed (they may claim that it was viral) for a year till the controversy erupted.
After this message went Viral, Did it promote peace? Did the Indian society’s hatred against Pakistan turn in to Love? Was Indian Society convinced that war with Pakistan was not the solution? The answer to all the above is “No”. The message actually produced opposite results (than intended). Readers should pay attention to the following sequence of events/ circumstances which brought Gurmehar Kaur in to limelight:
Sequence 1: Martyr’s daughter (messenger of peace) shooting a professional Video, getting it released through a Professional ad-maker, and the message going almost unnoticed.
Sequence 2: Anti-India Slogans in JNU. Umar Khalid was a part of those Slogans. A large section of the society was hurt by such slogans. Some sections of the society supported these slogans terming it as Freedom of Speech.
Sequence 3: Same sections of the society who termed Anti-India slogans as freedom of speech wanted to organise a lecture from warriors of Anti-India speech (Umar Khalid and others) at a campus of a college under Delhi University. ABVP opposed such slogans and clashes erupted on the campus.
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Sequence 4: Gurmehar Kaur, the messenger of peace started a crusade against ABVP by being a part of save DU Campaign. She posted a provocative message against ABVP. This didn’t go well with ABVP and their anger was directed against Gurmehar Kaur. (I condemn any acts of violence by anybody. I am analysing this case from marketing angle and hence am analysing the sequence of an idea going viral/ message of love turning into message of hatred/ an unknown personality suddenly becoming a well-known personality. I am only performing my Marketing Dharma. Acts of violence should be condemned by the whole society without any Bias/ Preference).
Sequence 5: Gurmehar Kaur is now a celebrity. She has received international recognition. To monetise her controversial status, Penguin India (a leading international publishing house) has tied up with Gurmehar Kaur for a Book on her memoirs which is proposed to be released in January 2018.
One thing is absolutely clear from the above sequence/ discussion. When Gurmehar Kaur released that Pakistan message (message for peace), she failed in her intended marketing dharma of spreading peace among Indian Society. However, a provocative message by her made her Popular. So, the Marketing Dharma did make the message popular, and did make the messenger of peace popular, but the message produced more hatred than peace in Indian Society.
Now the larger question is should people think about the consequences of their acts although their intentions may be noble? The sensitive elements in Gurmehar Kaur’s message were Pakistan (the extent of anger against Pakistan is extremely high in Indian Society), JNU Controversy (Slogans against India, support for Azadi of Kashmir which is a movement supported by Pakistan), and Support for Lecture of a companion of Anti-Indian slogan raisers (from the same JNU Controversy). Another sensitive element from the other side is lack of dignified response by the Society (Threats against Gurmehar Kaur/ Abuses).
Marketing Dharma of those opposing Gurmehar Kaur was to counter her by focusing on the dubious role of Pakistan in wars against India, in
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12 supporting separatists in India, and in spreading terrorism in India. They lost their focus when some elements started personally attacking Gurmehar Kaur.
Rank 2: Her provocative message against ABVP
The Marketing Dharma of opponents of Gurmehar Kaur was to question the credibility of Gurmehar Kaur’s image of messenger of peace in light of this provocative message.
Side Track
India needs messengers of peace. Hindu religion has always propagated peace and Gurmehar Kaur’s stand for peace is in conformity with principles of Hindu religion. I browsed a few of her tweets of the last few months and my search specifically ended at a tweet of 13th September 2017 (as mentioned by that Boy in the case description) where she is rejoicing at the defeat of ABVP in Student Union elections in various Universities. There is also a tweet where she is congratulating the Union opposing ABVP (Including the leader of the Political Party backing that Union). What did Gurmehar Kaur mean when she posted her first message (Pakistan/ Father/ War)? She stood for peace forgetting her personal setbacks (her father’s death in her childhood). Can she add on to her image of Messenger of peace by openly supporting Political Party A and openly taunting Political party B? Or has she changed her Goalpost? If I analyse the above from Marketing Dharma angle, the Image she is portraying by her actions is “Messenger of Political Ideology of her Choice” or “Warrior against the Political ideology she dislikes”. I haven’t seen her tweets before September 13th, but her tweets after September 13th point towards associations and thinking which demean her once desired image of “Messenger of Peace”. Also, the boy in the case description had a logical question for her. If she can forget her personal setbacks for promoting peace and forgive Pakistan, why can’t she forgive ABVP? Is ABVP a bigger enemy than Pakistan?
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Rank 3: Her Link with Ram Subramanian, the man who is clearly associated with Opponents of BJP/ ABVP
There was a pattern in Gurmehar Kaur’s initial video message released in 2016 (Pakistan/ Father/War). The pattern is worth applauding and Ram Subramanian did an excellent Job. The script was good and the execution was excellent. Choice of model was the USP. Ram Subramanian has an excellent marketing sense. Ram Subramanian was the brain behind #VelfieWithKejriwal in 2015. If you visit his website voiceofram.com, you will notice that he is monetising his viral videos well. And he is quite vocal against BJP
Were the above facts not enough for ABVP to create a fool proof campaign against Gurmehar Kaur and Ram Subramanian? They did try this but the Threats/ Martyr taunts created a shadow over their campaign.
Step 3 Marketing Artha Analysis
This is a case related to Social media as well as Society. Hence, I shall analyse it in a slightly different manner. There were three parties in the above case, Gurmehar Kaur and her supporters, those opposing Gurmehar Kaur and most importantly, the Indian Society.
Marketing Artha analysis of Gurmehar Kaur and her supporters
The whole controversy saw the Birth of Brand “Gurmehar Kaur”. She gets invited to many TV Shows. Will we see a Brand Extension towards Politics? Only time will tell. Penguin India saw a financial/business opportunity in this controversy by signing a contract for a Book based on memoirs of Gurmehar Kaur. No one would have been interested in her memoirs had this controversy not erupted. I wish all the best to Penguin India and Gurmehar Kaur for their Book scheduled to be released in January 2018. I wish there are no fresh controversies near the release of this Book. I also wish that this Book doesn’t bring fresh controversies. Penguin India are getting the opportunity to market Books by some of the other Authors through the Twitter handle of Gurmehar Kaur
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Postcards for Peace, the UK based organisation who have appointed Gurmehar Kaur as their ambassador, and who are also using the picture of Gurmehar Kaur for raising Funds for their organisation may have got donations in Gurmehar Kaur’s name. Is Gurmehar Kaur getting financial or marketing benefits from this? I don’t know. Warriors of obscenity (Speech Freedom Warriors for some) AIB (All India XXX, Tanmay Bhatt) get Retweets from Twitter handle of Gurmehar Kaur. Is Obscenity freedom of speech? Only the warriors of freedom of speech can answer this. In the country from where Time Magazine is Published, Obscenity definitely qualifies as Freedom of Speech. Marketing Artha analysis of those opposing Gurmehar Kaur
Was there some Political benefit for certain Political Parties? Did Political parties opposing Gurmehar Kaur gain or did the Parties supporting Gurmehar Kaur gain? It needs a thorough analysis and requires resources and time. And what happened to the trolls who abused Gurmehar Kaur? No one remembers their names.
Marketing Artha Analysis of Indian Society
Message of Love didn’t impact the Indian Society, the resulting hatred did. If there was any clear loser in the whole controversy, it was Indian Society.
Step 4 Marketing Kama Analysis
Marketing Kama relates to needs, wants, behaviours and the impact of factors related to Consumers/ Business & Marketing Environment. I reiterate that this is a case related to Social media as well as society, and hence I shall analyse it in a different manner.
My biggest motivator to include this case in my Book was the comment by that boy in the group about Trolling as a human need (mentioned in Case Discussion). Trolling is a subjective term. If a celebrity receives criticism on an issue from an identifiable person, is it trolling? According to me it is criticism. However, since the acceptable term is Troll, that’s why I have used the term Troll in my Case description as well as Analysis. But is trolling Bad? Warriors of Freedom of speech are the main characters in this
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15 case. Thus, I take this opportunity to first give my own version of freedom of speech. A troll while commenting against a celebrity is using his own version of speech. As per the version of freedom of speech of the celebrity, it is trolling. So when a celebrity criticises Trolls (Gurmehar Kaur is clearly seen mocking Trolls in some of her Tweets), isn’t that celebrity curbing the Freedom of Speech? My version of Freedom of speech is limiting one’s public expression within the boundaries of socially acceptable behaviour. If a Troll threatens Gurmehar Kaur, it is not Freedom of Speech, it is Crime. And in my definition, he is not a troll but he is a Criminal who should be behind bars immediately. On the other hand, when Gurmehar Kaur supports those who are identified with “Bharat Ki Barbaadi” slogans, it is not Freedom of Speech but it is support to the Criminals. (It should be noted that many Indians treat their country as their mother. If someone raises slogans about Barbaadi of your mother, how would you react? Would you keep mum terming it as Freedom of Speech?) A large section of Indian society was clearly hurt with these slogans. This section was much bigger than the bunch of intellectuals who justified “Bharat Ki Barbaadi” slogans through the lens of Freedom of Speech. Thus, should supporting such individuals who were spreading hatred be termed as Freedom of Speech? Time Magazine is nobody to teach western society norms to Indian Society.
When I mention the word Troll in this case study, it should be understood as term for a critique who is behaving in a socially acceptable manner. I believe Trolling is a human need. I also have felt the need to troll many times. I once Tweeted to Mr Piyush Goyal (Power Minister) and Mr ML Khattar (CM, Haryana) at 2.30 am as my repeated complaints to electricity department were falling on deaf years. Fault clearly was with lower level officials, but Social media provides us with a platform for Freedom of Speech. My Tweets had a mocking appeal but were clearly not threatening or derogatory. Technically, they come under the definition of Trolling. Indian Stock Market is at an all-time high, and this pattern is continuing for the last one year. Many a times, I am short in the market and am frustrated when the market keeps moving higher. I have in the past trolled some of the Bulls/Fund Managers with a few sharp tweets. I analysed a few Twitter accounts for my market research and can conclude that trolling is a healthy
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16 trend which gives one an opportunity to flush out frustrations. The problem starts when the language used while trolling crosses the barriers defined by the Society and Law. The bigger problem is defining Social barriers because acceptable Social behaviour is a dynamic term and keeps changing. Grace lies in respecting each other’s definition of Social Behaviour/ Social Barriers.
Two main elements in the middle of this whole controversy were Pakistan and War. Let’s first analyse the behaviour of Pakistan. Pakistan was once a part of India. First, riots emanating from separation of India and Pakistan in 1947, then the forcible occupation of parts of Kashmir in 1947- 1948 (which is now known as Pakistan Occupied Kashmir), war of 1965, then War of 1971, then War of 1999 (Kargil), Pakistan’s support to separatists in Kashmir, Pakistan’s support to various terrorist activities in India, and frequent Barbaric acts by Pakistani soldiers against Indian Soldiers (separating their heads from their Bodies). Acts of Hatred/ Violence were started by Pakistan in 1947 and can still be seen with the same intensity. A majority of present Indian population was born after 1947, and most of us have heard about the barbaric acts by Pakistan since our Childhood. When Ram Subramanian and Gurmehar Kaur try to forcibly impose the idea of Peace with Pakistan on Indian Society, they should understand that all the past efforts of peace with Pakistan have fallen on deaf ears. They should also understand that Pakistan is a sensitive matter with almost every Indian, and their messages of peace may actually deliver more hatred than Love. Before our old wounds are healed, fresh wounds result from Pakistan’s actions. If they are real messengers of peace, they should use their Social Media Power to get the innocent Kulbhushan Yadav released. Time magazine may not reward them for this achievement, but Indian society will.
Gurmehar Kaur had claimed that War was responsible for her father’s death. This book is about Shree Ram and hence it is important to analyse the need for War during Shree Ram’s time. Was the war with Ravan started by Shree Ram? Ravan started it and ignored many messages of peace by Shree Ram before the War started. Thus, rogue elements like Pakistan existed in Shree Ram’s time also. But what is Ram Subramanian’s and
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Gurmehar Kaur’s take on this? Who started this war? Shree Ram ignored Shrupnakha’s advances and cut her nose. This was out of love for his wife Sita Ji. Would they say in their own style that “Ravan didn’t start the War, Shree Ram’s Love for his wife did”?
It was followed by the famous battle of Mahabharata. What is Ram Subramanian and Gurmehar Kaur’s take on Bhagwat Geeta. Do they see Shree Krishna as the guide of Arjun or as an instigator of War with the evil Kauravas? Hindu religion has always propagated peace and Hindus have never followed the Policy of annexation of someone else’s territory. Shree Ram fought the battle with Ravan and made Vibhishan (Ravan’s Brother) as the King. He never thought of capturing Lanka. Hindu religion moved on with this policy of peace and no War and paid the price when Indian territories were captured by foreign invaders, starting with Alexander in around 300 BC, and ending with British rule (which came to an end with the Indian Independence in 1947). Indians realised the importance of defending their territory and started strengthening their defence forces after Independence. Barring War with china in 1962, Indian defence forces have always emerged victorious. With a long History of War imposed on Indians, and by learning from our previous mistakes, is it possible that Peace messages can eliminate the chances of War in future? Historical evidence suggests that names can change from Ravan to Pakistan, but threats or acts of War can never end. So, by stating that Pakistan didn’t kill her Father but War Killed him, Gurmehar Kaur is trying to take us away from reality.
Side Track
My marketing Book is inspired by a Hindu religious Text. This Case study has two possible religious elements, and it’s my duty to clear any possible religious controversy emanating from it. Pakistan is an Islamic state and some people try to give a religious angle to Indian people’s sentiments against Pakistan. Ms Gurmehar Kaur is a Sikh. I humbly submit that my love for Hindu Religion should not be misinterpreted as hatred against other religions. I mentioned in Chapter 1 of this Book that all religions are great. Although I have never visited a mosque, I always pray with folded
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18 hands when I cross a mosque on my way. I have visited a few Churches and Gurudwaras in the past. I get immense peace when I listen to the sacred Jap Ji Sahib. I am still in the process of fully understanding Jap Ji Sahib, but my broader understanding is that following Jap Ji sahib would also lead us towards Ram Rajya.
Step 5: Finding the Optimum mix of three Marketing Purusharths discussed under Steps 2, 3 &4
Following are the logical conclusions from the above discussion: a) Such incidents are bad for the health of the Society and should be avoided at all costs. They benefit a certain few but create a sour taste in the mouth of a large section of the Society. Importantly, such incidents take us miles away from the dream of Ram Rajya. b) Freedom of speech is being misused by certain sections of the society and hence there is a need to define such privilege to the society in clear legal terms. Such misuse of freedom of speech often leads to provocations which results in ugly verbal spats (on Traditional Media/ Social Media), and hence gives opportunity to foreign media to demean Indian Society. c) Freedom of speech on Social media played the role of the real villain in this controversy. It is the duty of each citizen not to tarnish the image of Indian Society by abusing/ threatening others through the easy access of Social media. d) In a Social issue, natural sympathy of the Society is always for the weaker party among the two confronting parties. Gurmehar Kaur was clearly supporting a wrong cause by taking sides with those having separatist ideology. However, ABVP (the stronger party) chose the wrong means to confront her. Apart from being a female, Gurmehar Kaur also enjoyed the sympathy of a large section of the Society as she is a Martyrs daughter. Had ABVP used appropriate means to confront Gurmehar Kaur, she would have most likely been at the receiving end. Abuses on Social Media/ threats turned the tides in favour of Gurmehar Kaur. Round one in marketing terms was clearly won by Gurmehar Kaur. This should become a marketing
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19 case study for all the Political Parties/ Activists who are fighting to market their cause. I shall discuss more on this in Stage 6 e) Controversy created the Brand “Gurmehar Kaur”. However, Brands made through controversy often fade early if such Brands diverge from the elements which created that Brand. Gurmehar Kaur gained popularity through an issue where the opposing party made a mess of a just cause by resorting to means which were against the norms of the society. This resulted in an old video of hers getting attention, and which also created her image as “messenger of Peace”. However, her Tweets clearly show Bias for a Particular Political Ideology, and against a Particular Ideology. This is a clear divergence from the factors which created name for her. If she really wants to carry forward the good work, and wants to maintain her Brand Value, she should clearly think before she Speaks/ Tweets. f) Controversy sells. If I speak in marketing terms, Controversy is the reason why Penguin India decided to announce a Book on Gurmehar Kaur’s Memoirs. Indian society has been witnessing this trend recently where Controversy is becoming a very important Marketing tool. Opposing films (often accompanied by Violence) which actually becomes a free publicity tool for Film producers is a common trend. Gurmehar Kaur’s book is scheduled to be released in January 2018. I wish there are no controversial elements in her Book. Even if there are, the opposing party will work for the benefit of Gurmehar Kaur/ Penguin India if they protest using means which are against the norms of the society. g) People in society have different sets of beliefs and values. The problem starts when some people start imposing their views forcibly on other people. For the same reason, a Censor Board chief had to be replaced. Can’t the same be said about Gurmehar Kaur? Is she not trying to impose the idea of peace with Pakistan when a large section of Society thinks otherwise? If Pehlaz Nihlani was mocked as Sanskaari, why not use the same parameter for Gurmehar Kaur? h) And who Killed Gurmehar Kaur’s father. I go with the answer provided to me by my friends serving in Defence forces. A soldier dies fighting for the Pride of his Country, and he Joins Defence forces out of love for his
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Country. One of my friends working with Indian Army rightly provided the answer to this. “Love for his Country” killed Captain Mandeep Singh. It doesn’t matter if Gurmehar Kaur thinks otherwise. i) Gurmehar Kaur was awarded as “Free Speech Warrior” by Time Magazine. Ironically, there is a word “War” in this title. Wasn’t she against War as she claims in that Video? Or is she fighting a War of righteousness? If so, then was her Father not fighting the War of righteousness? Some may say that she is fighting a peaceful war which doesn’t kill people. But wasn’t her Banner against ABVP provocative? She should note that often it is such small provocations which sow the seeds of hatred and Violence.
Step 6: identifying Ravan elements in the above controversy
The biggest Ravan element was the way Gurmehar Kaur was abused / threatened on Social Media. Gurmehar Kaur was seen supporting separatist ideology, but those opposing her made the mistake of using Ravan elements instead of Shree Ram elements as the tools to oppose her. The clear marketing message is that even if the cause is right, choosing wrong means to support just cause can spoil your Brand image. Political parties/ Social activists must devise innovative methods of protests which have Shree Ram elements.
Forgiving Pakistan but carrying on her fight with ABVP is a clear Ravan element in Gurmehar Kaur. Her soft corner (in the guise of Freedom of Speech) for the separatists who want to divide the country is another Ravan element. It should be noted that these separatists are supported by the same Pakistan who were behind that militant attack which killed Gurmehar Kaur’s father. This is an insult to all the Soldiers who are fighting for the country, and also to those Soldiers who have given away their lives out of love for their country. “Free Speech Warrior” needs to fight a War within her to find answers to the above. This is how she will learn to use her Freedom of Speech judiciously.
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Why did I analyse this Case?
How would Alok Nath Ji (Babu Ji) Troll Gurmehar Kaur? This is the soul of this Case Study. I give hash tag #TrollWithGrace to Babu Ji’s sweet messages for Gurmehar Kaur.
How would Babu Ji start the Conversation?
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Babu Ji is clearly hurt at clean chit by Gurmehar Kaur to Pakistan, so he expresses his anguish and intensity of anger against Pakistan in his own cute style
Babu Ji agrees with Gurmehar Kaur that there should be no war. However, as he is in a trolling mood, and is angry with Pakistan, he expresses his discontent in his own way
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Babu Ji wants to teach some sanskaars to Gurmehar Kaur and for this purpose wants to convince her to act in one of the films with him. He feels that if Gurmehar spends some time with him, she will become an even better person. He expresses his desire in the following manner.
I know India is full of creative personalities and they could have created better posts than me. I invite them to do so by using #TrollWithGrace on Twitter. My marketing purpose is to sensitise Indian Society about the need to be cautious while using the right to Freedom of Speech.
My Apologies
If any section of my analysis has hurt anyone, I seek an unconditional apology with folded hands.
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