“I want to fly a plane. I want to make a paper boat. I want to become a police officer and catch all criminals by myself. I want to become a model. I want to become the Prime Minister of my country. I want to meet Sharukh Khan in person.” These are some of the things one must have said or at least heard a child say. But as we grow up, things change and people find it difficult to continue their dreams. Some of them make use of their hobbies and elevate it into their career, some pursue them in their free time and some just don’t really happen to bother about it.


According to Wikipedia, A hobby is an activity, interest, or pastime that is undertaken for pleasure or relaxation, done during one’s own time.

Some hobbies include DIY, coin collection, writing poems and articles, stamp collection, gardening, camping, play board games, watch movies/series and documentaries, make a scrapbook of special events, cooking, drawing, dancing, singing, stargazing, flying a kite, calligraphy, learning a new language, volunteering, performing yoga and the list continues.

Some of them have become obsolete such as stamp or coin collection due to VUCA world. Technology has also enhanced various things and have led to molding of interest. Now-a-days, it is possible to learn new things via internet. YouTube and other online platforms have made it possible for amateur to learn new skills online.

Some hobbies can be expensive but some comes with few costs involved. But at the end of the day, one must devote some time for these hobbies as they are a great stress reliever. One way to end the monotony is to focus on a hobby that is both enjoyable and helps you pass the time in a meaningful way.

Benefits of having a hobby:

  • Hobbies offer a new challenge.
  • They are a great source of happiness and stress reliever.
  • Hobbies provide an outlet for stress.
  • They help in enhancing one’s own personality.
  • They promote healthy relationship with oneself as well as others.
  • They also give one a platform to showcase one’s talent with the world.

As we grow up, life becomes monotonous and sometimes dull. Presence of some hobbies help in innovative thinking and reducing everyday stress. It is something that one has outside the normal job and something that is interesting. It is extremely important to adapt to the changes overall keep going and these hobbies add colors to life.


Demand Forecasting

Demand in simple words can be defined as the want of something plus the ability to pay, that is, purchasing power of the customer. The law of demand which is extensively used in microeconomics  states that price and demand are inversely proportional to each other.

Forecasting is used in various circumstances to get more insights about data. It is one of the important tool used for predicting future demand based on demand information.

Forecasting is used for:

  • Strategic Planning (long range planning)
  • Finance and Accounting (Budget and Control Costs)
  • Marketing (Future sales, new product launches, campaigns designs)
  • Production
  • Operation (Supply chain Management)

Demand Forecasting is the process in which historical sales data is used to develop an estimate of an expected forecast of customer demand. To businesses, Demand Forecasting provides an estimate of the amount of goods and services that its customers will purchase in the foreseeable future. There are various factors that are involved in demand forecasting such as data required, time period, purpose, nature of commodity, nature of competition etc.

4P’s of Marketing

“Mitochondria is the powerhouse of the cell” is something that we all remember from our school days whether we had biology in our graduation or not.

Whenever someone is studying Marketing concepts, there is a very little chance that they will not learn about the famous and highly spoken “4P’s of Marketing”. The 4 P’s form the pillar of marketing strategies introduced by McCarthy in his book “Basic Marketing: A Managerial Approach”.

4 P’s include: product, price, place and promotion. Often referred to as the marketing mix, the four Ps are constrained by internal and external factors in the overall business environment, and they interact significantly with one another. According to investopedia, the 4 Ps of marketing are used by companies to identify some key factors for their business, including what consumers want from them, how their product or service meets or fails to meet those needs, how their product or service is perceived in the world, how they stand out from their competitors, and how they interact with their customers.

Marketing Mix - Definition, 4 P, 7 P of Marketing, Example, Elements


It basically refers to the goods or service that the company has to offer to its customers. It should cater to the demands of the customers. Marketers make a lot of efforts to improve and customize their products according to customers in order to create differentiation and include value proposition. They also need to understand the life cycle of a product, and business executives need to have a plan for dealing with products at every stage of their life cycle. The type of product also partially dictates how much businesses can charge for it, where they should place it, and how they should promote it in the marketplace.


Place is the distribution channel used to sell the product or service. The goal of business executives is always to get their products in front of the consumers that are the most likely to buy them. At times, some products are sold in the market physically and kept at stores while others are sold online through e-commerce websites. It’s critical then, to evaluate what the ideal locations are to convert potential clients into actual clients.


Price is the cost end consumers pay for that specific product or service. Ideally, marketers must try to link the price to the product’s real and perceived value, but they also must consider supply costs, seasonal discounts, and competitors’ prices. In some cases, business executives may raise the price to give the product the appearance of being a luxury. Price is a sensitive issue and hence a lot of decision making is needed in order to get and evaluate the right cost of the product.


Promotion includes all the strategies in order to increase brand visibility and reaching out to the masses such as advertising, public relations, and promotional strategy. The goal of promoting a product is to reveal to consumers why they need it and why they should pay a certain price for it. Each touch point must be supported by a well positioned brand to truly maximize return on investment.

Employee Engagement

Hey Readers. Let’s talk about employee engagement.

In simple words, how much a person is involved with their organization and its values is “employee engagement”. Employee Engagement is a measurable degree of an employee’s positive or negative emotional attachment to their job, colleagues and organization which profoundly influences their willingness to learn & perform at work. An “engaged employee” is one who is fully involved in, and enthusiastic about, his or her work and thus will act in a way that furthers their organization’s interests.

What Is Employee Engagement? Definition, Measurement, Drivers, and ...

The Four Levels of Employee Engagement:

  • Engaged and Committed: These include those employees who are actively involved in the processes and are emotionally attached to their organization. They consider the organizational goals as their own and keenly work according to that.
  • Engaged but not committed: These include employees who are engaged in their work but are not committed to the organization and vice versa. They are motivated but not that much is visible in their performance. This can be due to internal conflicts, bad reputation etc.
  • Neither engaged, nor committed: They are neither engaged to their work nor committed to the organization. 
  • Actively Disengaged: These are the employees are that not at all good for any organization. These people are not interested in their own job and don’t feel any attachment but the worst part is that they won’t let others do the work. They hamper the productivity of high performing employees.

Benefits of Employee Engagement:

  • Increased productivity
  • Customer Satisfaction
  • Better communication
  • Great Commitment
  • Efficient Team Working
  • Higher Retention

Key Drivers of Employee Engagement:

  • Decentralized power structure: 

    One of the main drivers of employee engagement is a decentralized power structure. When you pass on some executive powers to your high performing employees they feel obliged. It fills them with a sense of responsibility and makes them accountable. This way it also becomes easy for them to apply new innovative ideas.

  • Freedom of opinions:

    Employees who feel free to share their opinions and ideas are more productive. You should encourage your employees to express their views more often. Also, conducting regular one on one meetings with your workers is a great way to hear them out.

  • Acknowledging employees:

    They feel a sense of gratification knowing their work has been beneficial. Therefore, a manager and other heads should make it a point to appreciate the employees and their efforts. It gives them a sense of belonging and they feel worthy about their work. So, no matter the amount of contribution, it is very importay to recognize and appreciate employees.

  • Growth and development:

    An employee aspires to learn and grow at his or her workplace. It is a quintessential element that every job seeker looks forward to while joining an organization. But failing to provide the scope for growth and development leads to dissatisfaction.

    Employee Engagement - Starfish Taylor

Employee Engagement is an important process and managers as well as employees should consistently take part in it. They must work together and appreciate each other work for increasing overall productivity of any organization.

(Source: https://blog.vantagecircle.com/employee-engagement/)

Sentimental Analysis

Sentiment analysis is the interpretation and classification of emotions within text data using text analysis techniques. It bifurcates the data into positive, negative and neutral. Sometimes, there are more emotions that also can be detected using sentimental analysis.
This analysis tools allow businesses and other decision makers to identify customer  sentiment toward products, brands, campaigns or services in online feedback. It is highly used to check online users attitude using their tweet, texts, reviews and comments. According to Wikipedia, Sentiment analysis refers to the use of natural language processing, text analysis, computational linguistics, and bio-metrics to systematically identify, extract, quantify, and study effective states and subjective information. It is a Natural Language Processing and Information Extraction task that aims to obtain writer’s feelings expressed in positive or negative comments, questions and requests, by analyzing a large numbers of documents. 
  • Finance field for stock trading companies as sentiment algorithms can detect particular companies who show a positive sentiment in news articles. This can mean a significant financial opportunity, as this may trigger people to buy more of the company’s stock. Having access to this type of data, may give traders the opportunity to make decisions before the market has time to react. (getthematic)
  • Social media posts to know how are customer reacting to a particular topic, concept, reviews and what are their sentiments for the same.
  • Increase customer retention.
  • New product perception.
  • Businesses gain valuable insights using sentimental analysis and can strategize their objectives according to the output of this technique.
  • Also provides company’s to gain competitive advantage.



  • Using NLP (Natural Language Processing) that allows computers to analyze and understand human language.
  • Using Machine learning concept that uses classifiers such as Naive Baiyes, SVM etc.



  • Collection/ Fetching of data: A large chunk of data is collected for further analysis.
  • Cleaning the data: Since the data collected is unstructured or semi-structured in nature, it has to be cleaned before going for analysis. It is done by removing stop-words, removing punctuation, whitespaces etc.
  • Data Analysis: The inbuilt algorithm process the data and perform sentence splitting.
  • Indexing: Algorithm tags sentences based on their polarity such as positive, negative or neutral.
  • Output: Finally, it provides an output that tells the actual results. It can be in the form of table, graphs, text, word-cloud or figures.



  • Latest emerging terms cannot be analysed properly.
  • Sarcasm detection.
  • Term frequency.
  • Sentence completeness.
  • Small sentences or phrases cannot give much insights.

Bluetooth Technology

Hey Readers. Every now and then, people talk about the use of automation in diverse processes of business, technology, developments and day-to-day activities. As our world has grown increasingly connected, we’ve adopted a number of technologies to help us stay in contact with our friends, acquaintances and family.


As it is a dynamic world, many technologies have come and stayed, but many have disappeared very soon. Today, we will consider the one that has stayed from a ling time: “Bluetooth Technology”. It is a wireless connectivity standard using radio signals and has become one of the most commonly used protocols. This wireless technology connects mice and keyboards to our computers. It also connects our phones to speaker, mics, headphones and various other technical devices to make our life easy and convenient.

How does Bluetooth work?

The Bluetooth RF transceiver (or physical layer) operates in the unlicensed ISM band centered at 2.4 gigahertz (the same range of frequencies used by microwaves and Wi-Fi). The core system employs a frequency-hopping transceiver to combat interference and fading.

Bluetooth devices are managed using an RF topology known as a “star topology.” A group of devices synchronized in this fashion forms a piconet, which may contain one master and up to seven active slaves, with additional slaves that are not actively participating in the network. (A given device may also be part of one or more piconets, either as a master or as a slave.) In a piconet, the physical radio channel is shared by a group of devices that are synchronized to a common clock and frequency-hopping pattern, with the master device providing the synchronization references. (Source: https://www.scientificamerican.com/article/experts-how-does-bluetooth-work/)

An integral part of the industrial IoT expansion, Bluetooth® technology helps manufacturers achieve new levels of productivity and safety. The improved location accuracy and robustness of the technology help drive down implementation and maintenance costs, enhance operational efficiency, and support commercial and industrial solutions that strive to increase workplace safety and security in environments like chemical plants. (Source: https://www.bluetooth.com/blog/bluetooth-emerging-market-forecasts-predict-continued-growth-through-2024/)

Bluetooth is a PAN technology. It offers fast and reliable transmission for both voice and data communication. It also suports both packet-switching and circuit-switching. Mainly one device is a master (phone or lapy for instance) and other devices are connected to it. Two or more piconets are interconnected to form a scatter net.

What you don't know about Bluetooth 5 technology - Samma3a Tech


  • Wireless
  • No setup needed
  • No need of internet connectivity
  • Low power consumption
  • Industry Wide support


  • Short range
  • Cant interfere with wireless LAN
  • A bit expensive to put

Bluetooth has a bright future as it is being used with AI and other latest technology as a fusion to create disruption in the industry.

  • Bluetooth asset tracking tags are helping more commercial and industrial environments track and manage critical assets to improve the operational efficiency, leading to 4.2x growth in annual shipment of Bluetooth asset tracking tags by 2024
  • Bluetooth technology plays a key role in workplace safety and security and that 60% of those surveyed are currently testing or deploying workplace management solutions
  • 4x range improvement helps drive reliable connections in harsh environments and can support predictive maintenance across a variety of complex industrial and commercial spaces.

Vikas Dubey Encounter

Someone said it right “What you sow, so you reap”. This is very true when it comes to the latest encounter of criminal Vikas Dubey in Kanpur, Uttar Pradesh. He had a criminal record of killing 8 policemen recently who went to arrest him instead were killed. He also has a record of almost 60 criminal cases against him including murders. The most daring and high profile one was the one in which he killed a BJP MLA inside a police station 20 years ago and was acquitted for lack of evidence.


The world around us is surrounded by various criminals and sometimes people at top positions are involved in the domain directly or indirectly. The manipulate and monopolize the truth and hence elevate the culture of the wrong being. Since so many people are involved, the network of such criminals gets more power and they try to spread their wings by doing more criminal activities. The large network also allows them to be convicted and arrested. Many of the murderers and criminals in the past have been released due to a lack of evidence when the truth was known.

What can you do with a law degree? | Times Higher Education (THE)

In the case of Vikas Dubey, the person was doing wrongful activities for a long time but the killing of 8 policemen recently led to his encounter as the case became high profile and came to media. Some rumors and reports indicated that once he will be arrested, there are chances that he will be killed sooner. The law doesn’t take account of the killing of criminals at the point unless he/she has created harm and is trying to escape. 

Now, this encounter seems like a typical Bollywood movie scene where the vehicle in which criminal was taken was rammed and in the process, the criminal tried to escape and police had to kill him on the spot has led to debate whether what happened is correct or not. If police can kill a person in such encounters, won’t all rapists who have clear records of what they did was incorrect be killed at that time? Won’t terrorists be hanged at the moment? Won’t other criminals who have the record against them be killed similarly in nearby future taking the shortcut? 

There is no doubt in the fact that criminal and legal cases in India take time and the best advice anyone gives is to settle the case outside the court as it is more convenient and saves a lot of time of all the parties involved. To kill a criminal on the spot saves a lot of time and effort in keeping him alive. When Kasab, one of the terrorists was taken into custody, there was a lot of money spent each day to keep him alive. But sometimes, it is also needed to keep them alive to get more information about how they have managed to do all these activities in the past and to know more about who else was involved with them.

A lone wolf is dangerous but a pack of the wolf can certainly create more problems in the jungle. Similarly, it is important to follow the legal steps and guidelines so that along with one criminal, the network-attached is also exposed and punished by the law. 

Latest Government Schemes

Hey Readers, let’s go through some of the schemes launched by the Government of India in the year 2020. The main purpose of these schemes is to address the social and economic welfare of the society.

  1. Atmanirbhar Bharat Abhiyan 

The Atmanirbhar Bharat Abhiyan was announced in four tranches by the Union Finance Minister Nirmala Sitharaman in May 2020. It aims to take India in the position of becoming self-reliant. The economic stimulus relief package announced by the government is touted to be worth Rs.20 Lakh crores. This amount is almost 10% of India’s GDP. This includes the already announced Rs 1.70 lakh crore relief package, as the PMGKY, for the poor to overcome difficulties caused by the coronavirus pandemic and the lockdown imposed to check its spread.

This scheme was based on 5 pillars that included economy, infrastructure, demographics, technology and demand. The relief package emphasized on land, labour, laws and liquidity.

For more details about the relief package, you can go to: https://byjus.com/free-ias-prep/atmanirbhar-bharat-abhiyan/.

2. Pradhan Mantri Kisan Maan Dhan Yojana

This a Central Sector Scheme which is administered by the Cooperation & Farmers Welfare, Department of Agriculture, Ministry of Agriculture & Farmers’ Welfare and Government of India in partnership with Life Insurance Corporation of India (LIC).

LIC is the Pension Fund Manager for PM Kisan Maan-Dhan Yojana that provides an assured monthly pension of Rs. 3000/- to all the farmers after the age of 60 years. This scheme was introduced with an aim to secure the lives of around 3 crores small and marginal farmers in India.

3. Pradhan Mantri Suraksha Bima Yojana (PMSBY)

The Scheme is available to people in the age group 18 to 70 years with a bank account who give their consent to join / enable auto-debit on or before 31st May for the coverage period 1st June to 31st May on an annual renewal basis. Aadhar would be the primary KYC for the bank account. The risk coverage under the scheme is Rs. 2 lakh for accidental death and full disability and Rs. 1 lakh for partial disability.

The premium of Rs.12 per annum is to be deducted from the account holder’s bank account through ‘auto-debit’ facility in one instalment. The scheme is being offered by Public Sector General Insurance Companies or any other General Insurance Company who are willing to offer the product on similar terms with necessary approvals and tie up with banks for this purpose. As on 31st March, 2019, cumulative gross enrolment reported by Banks subject to verification of eligibility, etc. is over 15.47 crore under PMSBY. A total of 40,749 Claims were registered under PMSBY of which 32,176 have been disbursed.

For more information, refer to: https://financialservices.gov.in/new-initiatives/schemes

4. Atal Pension Yojana (APY)

APY was launched on 9th May, 2015 by the Prime Minister. APY is open to all saving bank/post office saving bank account holders in the age group of 18 to 40 years and the contributions differ, based on pension amount chosen.  Subscribers would receive the guaranteed minimum monthly pension of Rs. 1,000 or Rs. 2,000 or Rs. 3,000 or Rs. 4,000 or Rs. 5,000 at the age of 60 years. Under APY, the monthly pension would be available to the subscriber, and after him to his spouse and after their death, the pension corpus, as accumulated at age 60 of the subscriber, would be returned to the nominee of the subscriber.

Blue Ocean Strategy

Someone said it rightly “To find the pearls in life’s ocean, you have to venture out past the shore”.

Blue ocean strategy denotes all the industries “not” in existence today, that is, the unknown market space. This is the space that is free from the scope of competition as this is not yet discovered. It creates uncontested marketplace and make the competition irrelevant. Blue ocean also captures new demand for the market.

Blue Ocean Strategy: Learn To Create Unique Marketing Opportunitie

Majorly, blue ocean strategy can be created:

  • When companies can give rise to completely new industries. For instance: Ebay in online Auction Industry
  • It is also created from red ocean where a company alters a boundary of an existing company or an industry.

Blue ocean are not only about technology innovation, but is is very important to link tech to what buyer’s value. Incumbents often create blue ocean and usually within their core business. For example, General Motors (GM) was an established player when they created blue ocean in Auto Industry.

“Strategic move is main”. One must keep in mind that in case of designing blue ocean strategy, never use competition as benchmark as it is all about discovering a new industry.

One of the best thing about blue ocean strategy is that it has considerable economic and cognitive barriers to imitation. A blue ocean is an analogy to describe the wider, deeper potential to be found in unexplored market space. A blue ocean is vast, deep, and powerful in terms of profitable growth. Some of the tools of blue ocean strategy include value innovation, strategy canvas, four actions framework and buyer utility map.

Apple has clearly used this strategy to make huge profit. It ventured into digital music in 2003 with its product iTunes. Apple users can download legal and high quality music at a reasonable price from iTunes which was something new as people have been listening to free music and downloading the same. They somehow made traditional sources of distribution of music irrelevant. Earlier compact disks or CDs were used as a traditional medium to distribute and listen to music. Apple was successful in capturing the growing demand of music for users on the go. All the available Apple products have iTunes for users to download music.

Formulating Blue Ocean Strategy:

  • Reconstruct Market Boundaries
  • Try to focus on the big picture and not just on numbers to get insights,
  • Reach beyond existing demand
  • Get the sequence of strategies planned and rightly executed.
  • Overcome key organization hurdles
  • Finally, build execution into strategies .


Marketing Keywords

Hey Readers! Hope you are doing well. Here are some terms related to the field of “Marketing” that are not much popular but everyone should be aware of them. Let’s try to know about them in a simplified manner.


  • Bottom of the funnel

The funnel approach determines the customer journey with the company. It begins from awareness when customers start knowing about the product or service and then move to other stages and finally making a purchase. At the bottom stage, the leads are finally ready to try the product/service.

How the Marketing Funnel Works From Top to Bottom

  • Business-to-Business (B2B)

B2B is a transaction between businesses where both parties are involved in some agreement for benefiting each other and fuel the business growth of their company with the deal.

  • Business-to-Customer (B2C)

B2C, as the name suggest, involves transaction and communications that take place between a company and an individual (customer).

  • Churn Rate

Sometimes, individuals leave the usage of product or service in the middle and churn rate measures the number of such individuals who stop subscribing to a service or a product in a specific time duration.

  • Cold Calling

This term is quite common and used a lot when it comes to sales department. The main objective if any business is that their product or service should reach out to the masses and for that the concept of cold calling comes into picture. It means reaching out to potential customers who have never been contacted before and telling them about the product or service.

Cold Calling Techniques: Are you doing these 10 things to improve ...

  • Comparative Advertising

Some days before, I wrote a blog on “reverse comparative marketing”. Comparative Advertising is one of the advertising method where companies make direct comparison with their competitors.

  • Corporate Identity

Just like your identity is defined by various parameters, a company has its own logo, vision, mission, symbols etc. that form the “corporate identity”.

  • Dark

Well, now that “Dark” has taken the internet by storm and people are loving the series, “dark” in case of marketing refers to the person who is not more responding to notifications and has left probably due to his/her own reasons.

  • Demographics

This term is also used in various circumstances to get the basic information about the person such as their age, gender, occupation, income, family class etc. In the field of marketing, demographics help in segmenting people into various groups that can be used for strategizing and implementing innovative campaigns.

  • Discovery Call

This refers to the first call that the person makes to any prospect in order to get information about the person, “to discover about them”.

  • Engagement

After people have joined the service, it is very important to design campaigns to maintain their interest and keep them “engaged”. Social media is a boon and helps in customer engagement with various activities such as comments, asking questions, creating a poll, live streaming about something, resharing the content, viral marketing and real time advertisements etc.

What is digital engagement? | The Digital Engagement Guide

  • Forecasting

It refers to the process of predicting the future with past data and other analyses and help in getting more insights of marketing and sales trends.


I am now making a prediction that you will have gone through these keywords and must have learnt something new. Don’t go in the “dark” as there will be more articles coming with more such interesting keywords.


Till then, keep reading, liking and sharing.









Performance Marketing

Hello Readers! Let’s understand the concept of “Performance Marketing” in this article in a simplified manner.

Think about how you used to get marks in your school time. The better you write in your exam sheets, the better you scored. The grades are based on your “performance”. From junior school to college to the corporate, people have been judged and have reaped the benefit according to their efforts. In the era of digitization, the concept of  “performance based marketing” follows the same pattern.


The world is interconnected and though red market exist for most of the businesses as well as industries, it has become crucial to keep aside the competitiveness and mutually benefit each other. For instance, a website is no more about just themselves but contains various videos, links, advertisements and images for other businesses as well. One way to increase the traffic is about creating back-links and posting the content of another page/site to own page.

What Is Performance Marketing and How Does It Work?

Now, here comes the concept of “Performance Marketing” which can be defined as the comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay marketing companies (a.k.a, “affiliates” or “publishers”) when a specific action is completed; such as a sale, lead or click. (https://thepma.org/)

The business environment is a very dynamic one and to keep up with the pace, performance marketing helps retailers and affiliates to sustain and grow. It creates a win-win situation for both parties involved: retailers as well as affiliates. You might have come across a page with too many advertisements running along the page. And I am sure you know why it is important for websites to do so.

The performance in this case can be an array of executed desired results, such a completed lead, sale, booking or download. Some believe in “clicks” as the more number of prospects click on the advertisement, the more the affiliate are benefited. There are multiple strategies one follows while designing the affiliate program according to the  business.  In this data driven marketing world, performance marketing campaigns give one the ability to measure everything from brand reach to conversion rate down to a single ad.

Benefits of running this campaign:

  • Easy to track performance
  • ROI
  • Innovative
  • Increase brand visibility
  • Networking
  • Low Risk
  • Scalability


  • Some marketing tools need investments to run and analyse about any campaign
  • Goals setting must be very specific from the beginning
  • Catering to the masses

Performance marketing has evolved over time thanks to new technology and changing consumer behaviors. In today’s performance-driven world, digital marketing is all about “hitting the right people on the right device at the right time.” (utbrain) With performance marketing, only the successful transactions are considered and paid accordingly which reduces the chances of investing and paying for useless campaigns that have no or minimum ROI.

What Is Performance Marketing In The Singapore Context?

With a great vision, good team and marketing tools, a company can go ahead with launching various performance marketing campaigns and increase their web presence by collaborating with others in the market.






Apps: The Hidden Gems

Hello Readers, in this world where our world revolves a magical box that can find us dates, call us taxis, get us goods in minimum time, show us virtual places, and even control our apps utilization, there are still some gems which are not popular like Twitter, WhatsApp or Ola.

Top Apps Worldwide for Q2 2019 by Downloads

The Google Play store contains more than 2.9 million apps. Some are masterpieces and others vary. This article is about those lesser known but great apps.

  1. SleepBot:

It may be possible that you are not getting enough quality sleep. This sleep cycle tracker and smart alarm by the team at SleepBot utilizes motion and sound tracking software to provide an in-depth analysis of your sleep cycle—average sleep time, sleep debt, long term trends, etc.—and compiles detailed reports to help you get the rest you need. Or, if you’re actually being possessed by demons while you sleep, as you suspect, this app will confirm it.

  1. Tunity:

This App allows your phone to act as a temporary TV tuner for any TV. So, let’s say you’re at the bar watching the game, and everyone is being loud and obnoxious while all you want to hear is the commentary. Open Tunity, point it at the TV, and Tunity will use a scanned image to locate the program and then stream the audio directly to your phone. You can be social and antisocial at the exact same time.

  1. Ablo:

Ablo allows one to connect with other social butterflies from around the world. Sign up and you’ll be connected with a new friend from somewhere else in the world. Ablo’s automatic translations whips away any language barriers, translating text and video calls live. It’s free to download, there are no restrictions on the number of chats you can have, and there are even in-app challenges.

  1. Robinhood:

Robinhood is an app that is made for people who are beginners when it comes to stock trading. It allows users to invest in publicly traded companies and exchange-traded funds without paying a trading fee. It’s sleek, modern, easy to understand, and 100 percent free. It links directly and securely to your bank account, keeps track of your portfolio, and also sends push notifications to let you know how your portfolio is performing.

  1. Peak:

Peak is an app designed to train several areas of the brain, including memory, focus, problem solving, agility and language. It includes 21 games and creates personalized brain workouts and goals for users. Peak provides analytical feedback and graphs for tracking performance, and gets very high reviews from users. Peak is available on iOS, and is free to use. Unlimited access and more in-depth tools are available in the pro version for $4.99 per month.

This is all for today guys. Probably later on, I will continue writing a sequel for this series as the with the increasing number of smartphones, the “apps” are also getting smarter, innovative and bringing a novel sense of belief.








Reverse Comparative Advertisements

Pandemic has led to “CHANGE”. Change in how people used to live their normal lives, communicate, attend function, travel places, meet people as well as their behaviour towards anything significant. Considering the business perspective, it has changed the way brands used to advertise and strategize. It has somewhere led to an inclusive environment where brands are not focussing on “them” or “us” but are going with the specific keyword “we”. They want to depict the fact that we are in this together and the sense of accomplishment can also be done without being competitive, at least from outside.

Laws Governing Comparative Advertisements in India - iPleaders

Top 5 Brand Wars | Ardea Concepts

The coronavirus has reached India some time back and the cases are increasing at a much higher rate. The novel coronavirus has inadvertently lent a premise to various brands to advertise their goods and services. Many brands are using this as an opportunity to establish their effectiveness and value over their counterparts with respect to the outbreak. Initially, when the virus was on the rise, Indians started looking for health care measures for preventing themselves from the virus and there was a surge in the sales of hand wash, face masks and sanitizers.

The best example for this is the “Lifebuoy Ad” where they didn’t use the concept of comparative advertisement where one brand is shown inferior to others. Instead, they chose the other strategy of inclusiveness to create awareness among the masses. In the advertisement, they asked people to use any liquid or any soap that they fight convenient and hence gained popularity by not attacking any rival brand.


In India, people are going for year-old traditional food, dishes and drinks to boost their immune systems. The use of “kaada”, a warm drink made up of various healthy ingredients to cure cold and cough has become a household entity and people are using it on a daily basis.

Businesses have to keep a level of competitiveness to increase their presence but sometimes it is also possible to keep aside the differences and come out together to fight a battle. Coronavirus has changed and is still changing the way we as a human think, believe, expect and follow up. Reimagining the core benefits and core values to the customers that combines usefulness and interactivity is needed. This can help in strengthening of a brand’s innate immunity through this crisis.

Brands need to change their focus that was traditionally aimed at increasing their ‘Share of Voice’ to increase ‘Share of Empathy.’ They will need to create few micro experiential campaigns on social media and other platforms where people will feel more inclusive towards the brands as well as human race as a whole. With social solidarity and a sense of community growing, consumers will naturally look to brands that embrace such values and stand for a higher purpose. Together, everyone is fighting their own battles and it is not the right time to focus on profit, though that will always be the first priority for any businesses but it is time to couple it with empathy and strategize accordingly.

Every brand should keep in mind that: “We are in this together”

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Free Speech vs Hate Speech

Free speech by simple definition means the freedom to express one’s opinion, views, thoughts about a particular topic, discussion or a concept per se. It has given the speaker a sense of ownership to articulate their ideas without any fear of retaliation, censorship, or legal sanction.

Today, freedom of speech, or the freedom of expression, is recognized in international and regional human rights law. International, regional and national standards also recognize that freedom of speech, as the freedom of expression, includes any medium, whether it be orally, in written, in print, through the Internet or through art forms. This means that the protection of freedom of speech as a right includes not only the content, but also the means of expression.

Taking into consideration the last few years, the internet has grown from just being a non-existing market to becoming a part of our lives in such a way that it has changed how people used to communicate, shop, socialize, advertise, learn, do business and has become a great medium to spread knowledge. It has become one of the largest database which is flexible, accessible and ensures easy availability of information. Not only that, it has given people a platform to express about anything freely but has also given a chance to spread hate as there is no restrictions on that.

Legal systems sometimes recognize certain limits on or to the freedom of speech, particularly when freedom of speech conflicts with other rights and freedoms, such as in the cases of libel, slander, pornography, obscenity, fighting words, and intellectual property. Justifications for limitations to freedom of speech often reference the “harm principle” or the “offence principle”. Limitations to freedom of speech may occur through legal sanction or social disapprobation, or both.

Social media on the other hand has also given some people a platform to spread hate, violence, misinformation as they can easily wear a mask and behave like someone else. These people then make use of fake IDs and target everyone to spread fake news. There have been various steps taken by big social media giants to stop the hate speech but still is it happening. Freedom of speech has a new dimension which is not very bright and must be tackled with strict regulations so that perpetuates are punished for harassing people online with bad and vulgar comments.

Formally, Hate speech is commonly defined as the one that attacks a person or a group on the basis of attributes such as race, religion, ethnic origin, national origin, sex, disability, sexual orientation, or gender identity. Sometimes people also argue that inflammatory public speech increases before outbreaks of mass violence, which could suggest that hate speech is a precursor or even a prerequisite for violence.

Words, vulgar comments, name-calling, misinformation, hateful phrases, casual racist comments, sexual and other inappropriate jokes – they all have an impact, and this impact leaves some people with mental scars.

Now-a-days some companies are also taking various steps to curb the spread of fake news on social media platform. Recently, Starbucks has decided to pause paid advertising across various social media platforms as it explores the best ways to help stop the spread of hate speech. More than 160 companies have decided to stop buying ads on Facebook.

It is also high time that the thin line between freedom of speech and hate speech is understood and must be taken care of before it gets overlapped into one.




Hello Reader, Lets dive into a new concept that is changing the way one can be benefited when it comes to vehicles and their operations. Broadly speaking, telematics is the combination of two sciences—telecommunications and informatics. Telecommunication include phone lines, wires, cables, GPS systems, navigation systems etc. and informatics is related with computing systems. It has developed and progressed with the advancement and changes in technology and various new concepts such as big data are elevating the usage of this concept.

Telematics enables wireless data communication through the use of high end technology and opens up a huge range of possibilities. It can enable one to have wireless television and internet on your vehicle. Since the world is focusing more on analytics, the most essential thing is “data”. Telematics is essentially a range of different features, options and devices that are brought together by a single principle – data and communication. Though the concept was there in the industry from a long time, it is getting evolved with each day.

According to Gartner, wireless telematics devices and “black box” technologies collect and transmit data on vehicle use, maintenance requirements and automotive servicing.  Today, a vehicle can have various things connected to it at the same time such as asset tracking, rear camera, GPS, driving behaviour, front cameras, special gears etc.

From the business perspective, the value comes from data transformation. Telematics has changed how various industries used to work earlier, transforming them in construction, transfer and site excavation. Telematics can be used in a wide range of vehicles from cargo vans/pickup trucks to smaller cars, buses and specialist vehicles.

Working of Telematics

The working of telematics includes a GPS system data gathering system and sensor and vehicle data to provide fleet operations. The data that is fetched from various systems is temporarily stored in a telematics device that in installed in each vehicle, and is then transmitted over private cellular networks to secure servers. It is like a centralized controlled system, the central data hub that enables fleet management system to provide easy-to-understand visualizations that help fleet managers optimize their operation.

Fleet management programs now enable firms to manage fleets of all sizes – from a handful of vehicles to hundreds – and help deliver major improvements across the board. Telematics has now developed to the point where it goes well beyond mere asset tracking to incorporate vehicle and driver performance as well as maintenance management.  (https://www.teletracnavman.com/resources/resource-library/faqs/what-is-telematics)

Telematics in Business:

Telematics can greatly streamline communication, job dispatch and routing, and also record and transmit information on whether individual vehicles are in motion or stationary, their engine performance (including power-up, shutdown, idling or malfunctions), vehicle speed, driver conduct and more besides. It benefits in improving service, lower the administrative costs and help in improving the safety via location tracking and other features.

Telematics has changed the way businesses used to work specially in managing fleet of vehicles and is already delivering major improvements to safety, productivity and ultimately profitability, and it is only likely grow in the coming times. The businesses that have integrated and implemented this across the world into their operations can actually expect to continue to reap significant rewards.






Arctic Circle and Climate Change

Remember the times when we used to get ” Global Warming” as a topic for writing an essay or in multiple debates? Well, seems like climate change was always real and is now becoming more visible. With the smartphone users rising exponentially due to advancement of Technology, issues like climate change have become the topic of discussion and people are now talking about it openly and become more conscious towards such sensitive issues.

Though some of the prominent world leaders have said that climate change is not an issue to be discussed but news about Arctic Ocean to be warming twice as fast as the global average is something that cannot be neglected. Yesterday, it was observed that the temperatures in the Arctic Circle are likely to have hit an all-time record on Saturday, reaching a scorching 38C (100F) in Verkhoyansk, a Siberian town. The rising and Hot summer weather is not uncommon in the Arctic Circle, but recent months have seen abnormally high temperatures.


Every year, Earth is experiencing change in weather and rise in temperature but the intensity is quite more when it comes to Arctic Circle. It is an alarming situation as Arctic is warming faster than anywhere on this Earth. In fact, most scientists agree on the fact  that over the past 30 years, the Arctic has warmed at a rate of twice the global average.

Changes observed in Earth’s climate since the early 20th century are primarily driven by human activities, particularly fossil fuel burning, which increases heat-trapping greenhouse gas levels in Earth’s atmosphere, raising Earth’s average surface temperature. These human-produced temperature increases are commonly referred to as global warming. Natural processes can also contribute to climate change, including internal variability (e.g., cyclical ocean patterns like El Niño, La Niña and the Pacific Decadal Oscillation) and external forcings (e.g., volcanic activity, changes in the Sun’s energy output, variations in Earth’s orbit). (NASA Article)

Global warming is a part of climate change. According to a report by BBC, warming in the Arctic is leading to the thawing of once permanently frozen permafrost below ground. This is alarming scientists because as permafrost thaws, carbon dioxide and methane previously locked up below ground is released. These greenhouse gases can cause further warming, and further thawing of the permafrost, in a vicious cycle known as positive feedback. The higher temperatures also cause land ice in the Arctic to melt at a faster rate, leading to greater run-off into the ocean where it contributes to sea-level rise.

Though climate change deniers have argued that there has been a “pause” or a “slowdown” in rising global temperatures, but several recent studies shows that is the not the case. The situation in Arctic clearly indicates that the steps have to be taken on a global stage with strict actions. Countries have come together and have discussed about the same in G-20 and other summits but there is still a long way to go. Measures must be defined and followed by the masses to change some aspects of climate change.


Brand Awareness

Can you recognize the brand from the following pictures? Can you identify the food product in one go? I am quite sure most of you know these pictures and the brand I am talking about.

Well, that is the impact of the name that they have created in the industry. McDonald’s blurry billboards demonstrate just how instantly recognizable the fast food chain’s offerings are, as this innovative campaign has taken a global approach. The campaign that was titled as ‘Say No More’ featured multiple print and billboard images, all of which feature a blurred image of a popular McDonald’s menu item. “Brand awareness” is a challenge for every company, specially for a new company and marketers look for innovative and out-of-the box strategies to create visibility and awareness.

What exactly is Brand Awareness?

Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand. Ideally, awareness of the brand may include the qualities that distinguish the product from its competition. (Investopedia)

The products and services that are popular among the masses are mostly the ones due to brand recognition. For instance, if one remove the labels and packaging of soft drinks bottles, many of them will become indistinguishable. To reach out to the masses, the giants in the industry such as Coca-Cola and Pepsi rely on brand awareness to make their brands famous. Over the years, these companies have employed advertising and marketing strategies that have increased brand awareness among consumers, and that has directly translated into higher sales.

The term and the concept is extensively used by Facebook for its Brand Awareness Advertisement. Though it is a challenging task to predict how many people remember the ad, there are few algorithms for the same.

If we talk about the advertisement field, traditionally, it has been using various “ad recall surveys” to measure whether people remember their ads. Now with big data, machine learning is used for the same. For example: Facebook choose target audience on the basis of:

  • Behaviour: measure more than a thousand signals including the existing relationship that someone has with your Page, their likelihood of interacting with the ad and demographic characteristics.
  • Polling:  constantly calibrating our predictions by running thousands of polls on a random sample of campaigns each day that ask people if they recall an ad.

Now, with the advent of technology and rise in the smartphone users, social media has become a relevant platform for companies to create brand awareness. As social media allows one to share experiences, opinions and views, brands are anticipating the attitude of online users and creating strategies to reach out to the masses.


ABC Analysis

ABC analysis is an approach that is mainly use in operations and supply chain for classifying inventory items based on the items’ consumption values. It is one of the most essential concept  It helps in classifying inventory items based on the items consumption value. The ABC tool is used to identify the vital few from the trivial many, according to a defined set of criteria. Consumption value is the total value of an item consumed over a specified time period, for example, a year. The approach is based on the Pareto principle to help manage what matters and is applied.

We classify items as “A” class:

  • Annual consumption value is the highest.
  • Small in number, but consumes a large number of resources.
  • Analysis and control of this class are relatively intense since there is greatest potential to reduce costs or losses.
  • Tight control and aggressively managed.
  • It is managed by top management.

We classify items as “B” class:

  • These are inter-class items
  • Consumption value is lower than “A” items but higher than “C” items.
  • The scope of this class and the inventory management policies are determined by the estimated cost-benefit of class cost reduction and loss control systems and processes.
  • Moderate control.
  • Less frequent re-orders.
  • Purchase based on rigid requirements.
  • Managed by middle-level management.

We classify items as “C” class:

  • Lowest consumption value.
  • It is not usually cost-effective to deploy tight inventory controls, as the value of the risk of significant loss is relatively low.
  • Large in number but consumes lesser resources.
  • Low inventory turnover.
  • Purchase based on usage estimates.

ABC analysis is mainly used in 3 major industries:

  • First is in factories with raw materials where objective is to control inventory and tool used is ABC analysis using consumption value.
  • Second is in retail outlet where the objective is profit maximization and tool is ABC analysis which is done using sales value.
  • Third is stock verification where objective is to verify the stock and tool is ABC using stock value.

Disadvantages of ABC Analysis

  • It needs to be completed in the moment for more accurate results.
  • There might be chances of biases on analysis of data.


Labeling in Marketing

A yellow packet depicting “2-minute noodles” will lead to customer attention and brand recognition within seconds. I am sure you, as a reader must have guessed what I am talking about. Yes, it is the packaging through which a brand like Nestlé has created its name so much so that people know about the product more than the brand. Today, we are talking about the importance of labeling in branding.

Labeling is used for packaging the product. In marketing, a marketer can also use a sticker inedible products to impart knowledge of the ingredients of the food items. This helps to spread awareness among the customers about the item they are consuming and labeling also helps to mention ingredients. It enables product identification.

Packaging is the process of enclosing the product in a way that is remains safe and secure for its distribution, sale, storage and use.

Types of Labeling

There are different types of labels:

  • Brand label: It is very essential when it comes to labeling as it gives information about the brand. It can be removable or non-removable.
  • Descriptive label:  It specifies product usage.
  • Grade label: It describes the aspect and features of the product.

Functions of Labeling

The multiple functions of labeling are as follows:

  • Defines the product and its contents: A label is very informative in nature and is used to know about the details of the products, its specifications, usage and caution to be taken while using the product. Example, Green tea depicts various health benefits of consuming it.
  • Recognition of product: Labeling assists in the identification of the product. Example, we talked about Maggi in the beginning of the article.

  • Classification of products: It means classification or grading of products according to different categories in the market. Example, soaps are classified as child care, one for dry/oily skin etc.
  • Help in promoting the product and increase brand visibility.

Standard Requirements for Labelling

  • As per a Notification issued by the Ministry of Commerce on November 24, 2000, all pre-packaged commodities (intended for direct retail sale only) imported into India must carry the following declarations on the label:
  • All units of weight or measurements must be metric.
  • If the net quantity of the imported package is given in any other unit, its equivalent of standard units must be declared by the importer.
  • Month and year of packing in which the commodity is manufactured, packed or imported, and the maximum retail sales price (MRP) at which the commodity in packaged form may be sold to the end consumer.
  • The MRP includes all taxes, local or otherwise, freight, transport charges, commission payable to dealers and all charges towards advertising, delivery, packing, forwarding, and any other relevant charges.
  • Note: Pre-packaged food products meant for institutional use do not require the MRP, but a ‘Not for Retail Sale’ declaration on the label is required.

Labeling is an important factor in the sale of a product. It helps businesses to get customer attention via the packaging. Attractive graphics are used to appeal to the masses to buy the product and similarly visuals are targeted.



Social Media and Well Being

In the last few years, the internet has grown from just being a non-existing market to becoming a part of our lives in such a way that it has changed how people used to communicate, shop, socialize, advertise, learn, do business and has become a great medium to spread knowledge. It has become one of the largest database which is flexible, accessible and ensures easy availability of information.

Nobody anticipated that people will be talking about the importance of mental health on a global scale. Thanks to social media that has given viewers can express themselves freely. The coin has both sides. On the one side it has provided a platform where people can share their opinions but the other end has left many to actually feel depressed about themselves due to multiple reasons.

The recent news about famous Bollywood actor, Sushant Singh Rajput ending his own life has triggered and shocked everyone. The infamous event has left people speechless yet has given some people to talk about nepotism, discrimination in the film industry, their past experiences with mental and physical trauma, pay gaps in the industry and many more topics. People have also started talking about banning main stream directors who focus on launching “star-kids” and millions of people have filed petition for the same.

Mental health must be predominant and must stand above all. Well-being is defined by the Oxford English dictionary as ‘the state of being comfortable, healthy, or happy’, although it is a broader concept. It includes having good mental health, high life satisfaction, a sense of meaning or purpose, and ability to manage stress. Psychological well-being consists of positive relationships with others, personal mastery, autonomy, a feeling of purpose and meaning in life, and personal growth and development. Psychological well-being is attained by achieving a state of balance affected by both challenging and rewarding life events.

Some pointers to keep the sanity of social media platforms from one’s end:

  • If you feel that social media is taking a negative toll on you in any way, take a break. Free yourself from the social platforms for a time being and retrospect. It gives immense pleasure to let things go that are leading to even a slight mental disturbance.
  • Stop trolling. Be it making fun of someone or laughing with the person who is doing so. It is very essential to take our own stand and spread positivity.
  • Follow people and pages that actually impart good information and are trying their best to spread positivity. Be it doodles, art, comics, poetry, or any field that you want to be a part of or interested in.
  • Share good content. There are people who are trying their best to evolve themselves and making world a better place. It is crucial to share those content so that it reach out to the masses.
  • Substantially, give credits to people and artist. Sometimes, people just take a screenshot and due to which credits are not given to the actual person.
  • Don’t judge people on the basis of their profiles and posts. It like looking at the tip on an iceberg.
  • Unfollow friends, pages and posts that are likely to trigger a cell of your body and you don’t feel good about it.

Primarily, our well-being directly affects our actions and emotions. And hence it is important to take care of oneself and prioritize accordingly because if we want to function successfully in the world we need to be well.

“Don’t let the outside world fool you

You are pretty awesome the way you are :)”

Corporate Governance

Corporate governance is the current buzzword in corporate jargon. It has become a subject of discussion in corporate boardroom, academic circles and government around the globe. Unethical business conduct and behavior, laxity on the part of board, failure of external audit, unfettered powers in the hands of the Chairman/CEO, lack of transparency, inadequate disclosures, fraud, lack of proper internal audit are the most common governance problems/flaws noticed in the collapses of all such corporate failures in India, USA, UK and the other parts of the world.

The last few years have also highlighted major scams that have changed the way businesses were seen and have resulted in pendulum of public faith. Due to this, the emphasis on Corporate Governance has increased so much that some firms have an independent department for handling it. Various independent start-ups are also built to manage corporate governance practices. The events such as Satyam scam, Harshad Mehta scam, AgustaWestland chopper scam, Enron, Lehman Brothers, WorldCom, HealthSouth etc. have shifted the market to focus on a regulated market from a free market.

What is Corporate Governance?

Corporate governance in simple words can be defined as the combination of rules, processes or laws by which businesses are operated, regulated or controlled. The term encompasses both, internal as well as external factors that affect the interests of a company’s stakeholders, including shareholders, customers, suppliers, government regulators and management.

Many institutional investors have taken a substantial interest in engaging with respect to corporate governance and have dedicated significant resources to governance issues. Not only this, they are thinking about company outreach, the overall development of voting policies and also the analysis of multiple proposals on the ballots of their portfolio companies. Additionally, overall levels of shareholder activism remain at record highs, imposing significant pressures on targeted companies and their boards.

Benefits of Good Governance:

  • It provides a framework for accessing effective external finances.
  • It helps to achieve sustainability and improve company’s performance.
  • It helps to conceptualize the practicality of CSR Activities that the company is having and gives it a new dimension to showcase it.
  • Helps in higher firm valuation and share performance.
  • It helps in reducing risks associated with corporate crisis and scandals.
  • It helps in effective management of relation among various people and entities such as shareholders, managers, employees, customers, creditors etc.

Fundamental Pillars of CG:

Fundamental Pillars of Corporate Governance include:

  • Accountability: Ensures that management is accountable to the board, shareholders and other involved.
  • Transparency: Ensures accurate disclosure of information on all material matter that includes financial situation, events, ownership, performances, mergers and corporate governance.
  • Independence: It gives freedom to take decisions so that major leaders are not influenced by others. There must be procedures and structures to minimize conflicts of interest.
  • Fairness: It combines treating all shareholders and related entities with fairness and provide effective redress for violations.


SEBI in India:

The Securities and Exchange Board of India is the regulator of the securities and commodity market in India owned by the Government of India. It was established in 1992 and given Statutory Powers on 12 april 1992 through the SEBI Act, 1992.

The main function is to make sure companies are running fairly and to stop any fraudulent activities of financial/stock market.



LAC: The Issue with China

What is LAC?

Line of Actual Control is a geopolitical border, a line that splits Indian-controlled territory from Chinese-controlled territory in the Sino-Indian border dispute. This was formed after the 1962 Sino-Indian war and is always in news due to its nature of dispute between the two countries.

The entire Sino-Indian border (including the western LAC, the small undisputed section in the centre, and the McMahon Line in the east) is 4,056 km long and traverses one Indian union territory, Ladakh, and four Indian states: Uttarakhand, Himachal Pradesh, Sikkim, and Arunachal Pradesh. On the Chinese side, the line traverses the Tibet Autonomous Region. (Source: Wikipedia)

Existing Situation

The Galwan River flows from the disputed Aksai Chin region to Ladakh of India. With the tension rising on Galwan valley and every hour there is some or the engagement by the soldiers, the situation is getting worst. Border talks are carried out to prevent clashes and at a larger scale to avoid a situation of war, the latest satellite images and ground reports pose as a threat and situation remain tense. Some talks carried out on Wednesday have failed indicating that Chinese side is looking for disengagement.

On July 15, 2020 there was a major violent clash between the two sides in Galwan Valley that resulted in 20 Indian soldiers being killed in the line of duty. The broader standoff in eastern Ladakh between the two armies was first reported on May 5 after a fist-fight between troops along the Pangong Tso river.

As reported by ET, Chinese troops have intruded up to 3 km in the Galwan area and are dominating the heights that threatens the strategic Darbuk-Shyok-Daulat Beg Oldie (DSDBO) road.

Why did the soldiers not open fire during the clash?

There were many questions raised on social media and other platforms where people wanted to know why did the soldiers not open fire or use guns if the soldiers were carrying them. It is due to the agreements and protocols signed between India and China in 1996 and 2005.

“With a view to preventing dangerous military activities along the line of actual control in the India-China border areas… Neither side shall open fire, cause bio-degradation, use hazardous chemicals, conduct blast operations or hunt with guns or explosives within two kilometres from the line of actual control. This prohibition shall not apply to routine firing activities in small arms firing ranges,” says Article VI(1) of the 1996 agreement. (Source: https://indianexpress.com/article/explained/explained-if-soldiers-on-lac-were-carrying-arms-why-did-they-not-open-fire-6467324/)

In Article 1 of the 2005 agreement, “the two sides will resolve the boundary question through peaceful and friendly consultations. Neither side shall use or threaten to use force against the other by any means”. The 2013 agreement on Border Defence Cooperation also stated that neither side shall use its military capability against the other.

But there are some changes that can be done if the situation gets worse and one of the country use violence or go against the basic agreement rules.  Right now, the situation is getting worsen as it is evident from satellite pictures and other confirmed sources that China is bringing hundreds of soldiers and heavy equipment. It is also seen that there are some developments happening at each hour in Galwan Valley by the other side.

Social Media and #BoycottChineseproducts

Twitter and other social media platforms are using hashtags and are going vocal about boycotting Chinese products and companies. People have deleted some of the Chinese apps as well which has triggered China as their major businesses revenue comes from US and India. Even after millions of online users are protesting against Chinese products, the irony is that one of the mobile company operator of China had their launch recently, and the smartphone got sold out within minutes.

Personal Note

The ambiguity between China and India with respect to the LAC has been creating tensions in the valley and it will be better if the leaders will come to a conclusion where both parties will negotiate for a better and peaceful world.



Digital Marketing using AI

Hey Readers. Every now and then, people talk about the use of automation in diverse processes of business, technology, developments and day-to-day activities. With elevation of disruptive patterns in technology, the term “Artificial Intelligence” is the new gold.

Artificial Intelligence is the power of computing systems to mimic human behaviour and is the intelligence depicted by machines. It is also called machine intelligence due to its nature. The future of smart devices and related equipment’s is forced by the basics and usage of artificial intelligence.  AI makes it possible for various machines to learn from experience, adjust to new inputs and perform human-like tasks.

Thanks to advances and detailed algorithms, AI systems are increasingly gaining attention and becoming more and more mature.  Systems are becoming more efficient at a much faster rate than ever before. With adaptations and advancement, the application field of AI has been expanding, helping to make big strides in research and development areas around the world.

Previously, marketers were hesitant to add artificial intelligence to their marketing strategies and found it a challenging task. But with time and looking at the fact that AI will elevate the business growth and with many successful brands have adopted it and use it, other marketers are also planning and making use of AI to design marketing strategies.

For example, e-commerce websites are using consumer data and AI to show only relevant products to shoppers, based on previous searches, scrolls, purchases and views. This can increase the likelihood that a shopper makes an initial purchase or becomes a repeat customer, with the personalized experience being highly sought after.

AI in Digital Marketing

  • Email campaigns: Usually, analytics tools like A/B testing takes a lot of time, sometimes even weeks and hence AI help to reduce this gap. AI is used in email-campaigns to predict and analyse consumer behaviour according to their past behaviours, purchases and other details after which mails are send accordingly. This is more of a personalized way and is most effective.
  • AI Digital Advertising: Social Media platforms such as Facebook, Twitter, YouTube and many more analyse users’ information, including gender, age, interests, demographics, and other aspects to show them the most relevant advertisements, improving the performance of digital ads.
  • Marketing campaigns: Using advances AI features, Marketers design banners, newsletters and other marketing campaigns to cater the demands of customers. The data is collected from various online sources using the concept of big data and artificial intelligence and then campaigns are designed accordingly.
  • Experiential Marketing using AR/VR: When AI is combined with Augmented Reality (AR) and Virtual Reality (VR) technologies, it creates magic. It gives an opportunity to customers to interact and learn about a brand, allowing them to form a connection. The amalgamation of AI with AR/VR not only refreshes the user’s consumption experience but also builds a strong brand identity that can help create a greater sense of loyalty from a brand’s customer base.

Digital marketing can become more effective when it is combined with the usage of Artificial Intelligence. It definitely helps to fuel the business growth of an organization right from its inception to analysing most effective campaigns.



CSR Activities of Brands

Corporate Social Responsibility is a type of emerging concept where companies and business incorporates certain sustainable development practices that help in overall social, environmental and economic development. These three major developments are a part of triple bottom line that help to make the world a better place to live by consciously using resources such that the future generation won’t be left without them.

CSR Activities of Amul

Anand Milk Federation Union Limited, commonly known as Amul, is one of the best company when it comes to milk production has always been thinking about the environment and social development as their mission is to empower farmers of India. The company has various CSR activities, some of them are:

  • Amul Scholar: Scholarship is given to bright students who are identified and selected from the villages for further education such as pursuing Diploma, Graduation, Post-Graduation and Doctorate.
  • Blood Donation: Amul has carried out multiple blood donation camps since 1987 and is in association with Indian Red Cross Society to contribute for “Humanity for peace”.
  • Rural Sanitation Campaigns: Amul is working on a mission to imbibe a culture where sanitization and hygiene become a part of farmer’s and other people’s lifestyle and have targeted of providing 100% toilet facilities in all villages where Amul has a milk society.

CSR Activities of Nestlé

Nestle has been committed to positively impact the lives of Individuals and Families, Communities and the Planet as a socially responsible company across the world. Their focus is on 3 pillars for creating shared value that include nutrition, water and rural development. Some of the activities include:

  • Nestlé Healthy Kids (NHK) program: Nestlé promotes nutrition education and physical activities among school children in rural areas through this program and the Knowledge Sharing (KNHK) program.
  • They have also set up purified drinking water tanks and sanitation facilities for girls in village schools to support the continued education of children.
  • Amra Korbo Joy: They have partnered with local NGOs to train farmers to enhance the livelihood of street vendors and organizing a series of nutrition training programs for women on nutrition and traditional birth attendance.

CSR Activities of Tata

Tata group has been pioneer in providing diverse products and services and changing the lives of millions of users. They firmly believe that giving back to society is integral to the business philosophy of the group. They are engaged with more than 800 non-profit organizations. The key focus areas include:

  • Community Initiatives: Include skill development, education, health programs and sustainable development.
  • Environment Initiatives: It is coupled with biodiversity, energy efficiency and water conservation programs.
  • Group CSR Projects: Tata Engage and Tata Strive
  • Disaster Response: Have helped and donated at various relief funds to financially help the people affected from disasters in India and abroad.

CSR Activities of Reliance:

Reliance Group (Reliance) seeks to impact people’s lives through its Corporate Social Responsibility (CSR) initiatives. Most of these initiatives are conducted under the aegis of the Reliance Foundation, an umbrella organisation for the Company’s social sector initiatives. Some of them include:

  • Rural Transformation: Reliance works towards bridging the developmental gap between rural ‘Bharat’ and urban ‘India’ by improving livelihoods and addressing poverty, hunger and malnutrition.  The programme aims at improving farm and non-farm livelihoods through the promotion of sustainable agricultural practices, setting up rain-water harvesting structures and institution building.
  • Sports for Development (SD): Reliance focuses on using sports as a medium to encourage learning and inculcate leadership amongst the youth. Under this initiative, talented young students are groomed further to build their skills in sports for their development to bring about positive change in the field of sports and related activities.
  • Arts, Culture and Heritage (A&C) – The initiative towards protecting Indian Arts, Culture and Heritage is aimed at supporting and promoting artists and craftsmen, preserving traditional art and handicraft and documenting India’s rich heritage for the benefit of future generations. Various promotional and developmental projects and programmes have been conducted.


These are few examples of famous brands and their CSR Activities. CSR given an opportunity for firms to make good business sense to operate sustainably.

Is social media same as digital marketing?

Hello Readers! When it comes to marketing, there are few terminologies that are used interchangeably, and one of them is the new buzz words “digital marketing and social media marketing”. Let’s try to decipher the thin line between these terminologies.


What is Digital Marketing?

Digital Marketing in simple words can be defined as the process of making a brand visible and create brand awareness with the formulation of marketing strategies. It includes both online as well as offline means of reaching customer base.

  • The online means include web, email marketing, use of SEOs, backlinks, video, audio, social media marketing etc.
  • The offline means include print media, television ads, radio advertisements, newsletter and posters, billboards etc.


What is Social Media Marketing?

Social media marketing is making an online presence of the organization using various social media platforms such as Facebook, Instagram, Twitter, Quora etc. These platforms have changed the way human used to interact with each other. They have given a platform where one can share their views, comment about the same, share the content and has helped businesses to come a bit closer to knowing the attitude of people.

Social media marketing helps businesses to cater the demands of customers by exploring their interest online. The real time nature of social media allows businesses to know the current trends based on which diverse marketing strategies are designed. For instance, real-time marketing is now-a-days used a lot where the existing situation and occasion is considered and the Advertisement is created. This is an interesting concept and is now used by various brands across the globe. Amul, one of the amazing brand when it comes to marketing, has been creating such ads from a long time and its little girl is portrayed playing various characters.

What is the major difference between the two terms?

Social media marketing is a part of digital marketing online channel of transferring information and messages across the globe. It mainly includes the platform that the masses use to communicate, share and acknowledge about concepts, events, products and services. With smartphone users increasingly at an exponential rate, social media is becoming more popular and hence it has become extremely important to strategize marketing process considering social media platforms.

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The world is coming closer and coupled with one another as technology is rising. Millions of users have the habit of checking their phone after they get up and before going to sleep. Marketing is itself a challenge as every other business wants to stand out from the crowd and make a differential impact on human mind for a longer duration. Catchy slogans, captions, doodles, pictures, gifs and videos are used to attract customer attention. The quality of service and product is still of utmost importance but to increase their reach, even traditional companies that had no social presence are now stepping up and creating their online presence by designing innovative campaigns. Such is the reach and power of digital marketing.

Mystery is now History: Sushant Singh Rajput

Yesterday, everyone shook to the core of getting the news of the demise of one of the Bollywood’s amazing actor and a great human being from the heart, Sushant Singh Rajput. What was more shocking was the fact that he ended his own life by committing suicide in his home in Mumbai. While the world is dealing with a virus that has taken the world by a storm, there are still some viruses related to the concept of ‘human mental health’ that needs immediate vaccine: the one that makes one feel “we are not alone”.

The person who was more than an actor, with his adorable smile has always been the kindest and down to earth. An AIR 7 in DCE, an engineer who left the college after 3 years to pursue acting, Sushant was a role model for millions of people. He was an ambitious human who had a very different perspective towards life and his curiosity about diverse topics was pretty evident from what he used to post on his social media platforms. Once, he shared his 50 unique lists of his dreams emphasizing glamour wasn’t the only thing he wanted in his life, it was more than that. The list had dreams such as “dive in a blue-hole”, “play chess with a champion”, “be an ambidextrous archer”, “learn kriya yoga” etc. He wanted to make an impact on the education of students and was involved in multiple on-field activities for the same. He used to donate his money on someone’s else behalf, the kind of soul that we need in this world. For instance, once a fan commented on a post that he cannot donate money to Kerela Flood victims due to lack of it, Sushant replied that he will donate Rs 1 crore from his fan’s behalf.

He started his acting career with TV serial ‘Kis Desh Mein Hai Meraa Dil’ (2008) and shot to fame with another soap opera ‘Pavitra Rishta’. He also participated in the dance show ‘Jhalak Dikh laa jaa’ where he was the first runner up. His Bollywood career was great. His first movie was ‘Kai Po Che’ for which he won multiple awards. He has then acted in multiple films, ‘Chicoche’ being the last one where the main message was to live life and that quantifying success is not everything. It’s all about giving your best. One of the best characters that he played was the one where he portrayed the former Indian captain, ‘MS Dhoni’. Dhoni- The untold story was such a huge success that people couldn’t differentiate between the reel and the real hero. But seems like there are a lot of things that were undiscovered about him and his own story was something that should have got the attention.

The media highlighted after he was gone that he was suffering from depression from the past 6 months. A man who had almost everything that one can think of was deep down the loneliest person. Social media was full of messages, posts, and comments about what and why it happened. The concept of mental health was again emphasized yesterday and how important it is to reach out to someone you can trust upon.

The mystery of how and why it happened will be a topic of discussion for some time after which it will disappear and only the ones who loved him, the family members, some true fans, and few friends will be impacted. A person who was philosophical and was so vibrant on social media and award shows didn’t deserve an end so soon. It is extremely important to live a life where one is generous for everything and towards everyone. A sweet nudge can make someone’s day.

Let’s start appreciating people for even their tiniest of efforts and make them feel humane. Let’s inspire people to come out as natural as they want to. Let’s take one step towards positivity so that no other human can feel ending this beautiful gift of life.


“Express or impress, it’s their choice

Never let down anyone’s voice”




Disruptive technologies are taking the world by a storm and changing the way of life. We, as a human are adopting to this change by utilizing and making these advancements a part of our daily lives. With number of people using smartphones and other computing equipment increased, there is a shift in the medium of imparting and gaining knowledge. From the traditional way of black board and a classroom, virtual classrooms are a trend and technology has shifted the way learning used to take place earlier.

Online edu

What is E-learning?

E-learning in simple words can be defined as the teaching system through the use of electronic resources such as mobile phones, computers, tablets and other medium that are connected to the internet. It is a convenient method of learning as users can learn anywhere and at any particular time that they want to provided they have the available resources to get access to the online material.

Advantages of E-learning

  • Cost effective: once a course is uploaded, it can be watched by many people and hence saves the cost of conducting classes again and again. One of the practical example is when a YouTube video on a particular topic is uploaded by a tutor, it can reach to the masses without putting much effort and is cost effective in nature.
  • Scalability: E-learning concepts can be scaled to other people easily once they are recorded or uploaded provided the user has accessibility to the concepts.
  • Saves times: As the content can be used and accessed at any point of time, it gives an option to the learner to plan and learn according to their own convenience. For instance, the most of the online mode also gives an option to increase the speed of the video and skip button option. If a user feels that a topic is of utmost importance for him/her, they tend to pay more attention to it.
  • Online discussion forums: E-learning provides multiple online discussion forums where one can chat and inquire about a topic. The users can update about their views as well as explore about other people who are a part of the same course.
  • Rewind, Pause and Play: E-learning gives an option to play, pause and rewind videos and save the context for later stages. One can bookmark a page or a concept for future reference as well.
  • Environment friendly: This leaves less carbon footprints and hence is a sustainable option of imparting education.

With the global cases rising due to COVID-19 and various schemes intended to the extension of the country’s state of emergency, there is no doubt in the fact that the world is going through a tough phase and the only way people can contribute to this situation is by staying indoors. There have been shutdowns of various educational institutes and due to which the mode of education has changed to online learning. E-learning platforms have seen an increase and due to its personalization features, it is being accepted. It is not only helping the world to bridge the gap between education and knowledge, but is also helping millions to learn online.

Rural Education in India

How many one of us remember those pictures of farmers cultivating a field and distressed kids looking after the field? Or a child dreaming about entering a normal school for learning new things and exploring about the world? Well, some of the dreams have come true and rural India is improving when it comes to education as a whole. With new schools opening in the villages and Government schemes being implemented properly, the results are astonishing.  But there is still a way to go before the urban-rural gap of education is limited.


The purpose of education is to keep oneself updated about the present day situation. Literate and educated people help in keeping the economy blooming and are actually a pre-requisite for developing economy. Education in rural India has improved a lot where earlier this section was on the verge on being ignored due to multiple factors. Today, younger generation is actually surpassing their parents when it comes to being educated in rural areas. An astonishing yet powerful transformation has taken place and there is indeed a rising trend of education in rural India.

According to multiple surveys, there is a rise in students going to schools but the plight of the educational quality is questionable as there still exist a problem of low learning among the students. Whose fault is it? Is it because of lack of teachers or are teachers not able to deliver lectures properly?

Let’s explore some of the reasons of why rural education is still not prominent enough to be counted as an example for an ideal educational system.

  • Inadequate Infrastructure: One of the major reason of lacking quality education is due to poor infrastructure of schools in rural India. There is lack of expert teachers and hence the knowledge that is imparted to students is not up to the mark.
  • Schemes not implemented properly: The Government tries to make laws and schemes to up skill rural India but somewhere those schemes are not implemented properly on the ground level and there is still lack of transparency on who is to be blamed.
  • Employment opportunities: With the current unemployment rising, if an educated person does not end up in having a good job or experience, it sets a negative example on fellow people of rural India and they see education their children as a waste of money. With their investment not giving fruitful results, this also leads to not sending their other children to schools in future.
  • Lack of number of schools: Though the number of schools at various geographical location in rural India has improved, there is still lack of schools at multiple location. The roads to schools are also not in a good state and students have to cross hurdles to reach. This problem restricts girls going to schools after a point as they face some physical changes and lack of proper sanitation and required commodities.

“Padega India, Tabhi toh badega India”

(When people of India will get educated, India as a country will prosper).

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(Picture source: https://encrypted-tbn0.gstatic.com/images?q=tbn%3AANd9GcQrOjGmFEVYr_0e9zXiRUt7hUZwyQ001UJscc6JZC9cHQkhgtkI&usqp=CAU )

This is definitely true. With advancement of technology and economic development, there is always a bright future in store for rural communities. When rural India will progress, ultimately the whole India will progress and it has to start with quality education, innovative methods used in teaching, use of edutech tools and technologies and proper implementation of multiple schemes.


Gig Economy

I remember 2 months back, there was GEPIWAT (Group Exercise, Personal Interview, and Word Association Test) Process for the upcoming batch in our college and I was one of the Volunteers for the same. In Group Discussion, a panel was given the topic of “Gig Economy”.

Gig Economy is a new concept where provisional, flexible jobs are commonplace and companies tend toward hiring independent contractors and freelancers instead of full-time employees. This gives workers greater control of their time, money and lives.


During that period the concept had a more positive side to it. For instance, delivery guys used to get paid according to their one-day work or on payment on flexible bases. It is used by a lot of companies such as Oyo, Airbnb, Ola and Uber to name a few. This also means role reversal easily. A person can become a car driver for a month and choose food delivery for next depending upon the demand. It somehow gave more power to the worker as a whole.

But considering the current situation, the tables have turned. Workers who were provided with multiple opportunities are forced to stay at home due to the unavailability of jobs. Instead of finding one role. They are sitting idle. With India amid a 21-day lock-down, demand has collapsed at transportation and hospitality marketplaces.

There is a myth among the masses that gig economy work is usually the one that has less return on investment and people who are a part are actually paid less.  But the truth is that if a person is cultivated by the right skill set, they are bound to get more stipend even at times compared with full-time employees. For instance, With the advancement of technology and automation taking the world, deep learning jobs stand as one of the highest paying jobs. The professionals need the right skill set and knowledge of technological tools and programming languages. It is then followed by another interesting job that is the one in the field of cryptocurrency. Some other fields include robotics, data analysts, AWS, coders and developers etc.

When times are good, marketplaces see their valuations soar as they attract large amounts of capital, a fraction of which goes to their drivers and suppliers. When the bad times come, platforms simply wait for them to pass, leaving workers and suppliers to foot the bill.

Surely this is an important question to consider. The gig economy has left workers vulnerable to risk in this pandemic. Is it better than the traditional form of employment?


Education: Then and Now

In this pandemic, the world has come to a halt. With ‘Ramayan’ serial broadcasted on Doordarshan has garnered a lot of attention and depicting Indian culture, the show has clearly shown some instances of the history allowing one to ponder over the past. Students being given education and life lessons under the banyan tree is one of them. How has education changed since then? Is there a shift in the context of teaching or all together the methodology has changed? This article will let one to think on some of these aspects and will give us a new dimension in the way learning has been obtained.


Let’s begin by knowing the difference between learning and education, the two words are often used interchangeably. In simple terms, education is imparting of knowledge and ideas whereas learning is how much one has gained after being educated. For instance, when a ten-year-old is given tips on how to score a goal in football, he is being educated. But how much he has understood and gained actually is called learning.

In the recent past with advancement of technology, education has been formally transferred to students in schools, universities and colleges. The typical mode of delivery was a teacher standing in front of bunch of students and teaching with the help of a blackboard. After sometime when internet reached schools, e-learning and videos were shown to the students in classes for experiential learning. Informally, it is now being spread with the use of internet such as how to bake a cake, how to make a doodle, how to make a pony-tail or in fact how to raise a child. The online means of transferring knowledge is now being used globally helping both tutors as well as learners. It is becoming more popular among working professionals, students and other learners as they find immense convenience in the autonomy and flexibility that the courses offer.


With the free flow of information, there are multiple risks also associated leading to degradation of education system as a whole. One of them is the invalidity to differentiate between what is right and what is wrong. A fact-check is not something that people are familiar with and most of them fall for the manipulative information that is visible to their eyes.

Now with the amalgamation of offline and online learning, learners are able to upskill themselves and are trying to stand out from the crowd. Discussion forums via email tools, video conferencing and video lectures and live lectures are all possible through web. The craze for e-certificates has hit the new generation with multiple educational websites offering online courses and sessions. On a brighter side, the existing situation has given multiple options to learners to decide their tutors. If someone is not comfortable with one particular teacher, they can easily switch to another one. The previous attitude of learning within classroom walls is no longer relevant and slowly the fact that learning practical is more effective than gaining theoretical knowledge is being acknowledged by the masses.


The dissemination of knowledge is bound to happen and let’s hope in the coming future, there will be more creative and innovative ways for it. At the end, I would like to say that:

“A baby born is like a clay. It is the insights that they get from grasping education that gives them an opportunity to become whatever they want to be and shapes their future.”