Dear MxM by Jaisurya Das: Bonding evenings = boozing sessions?!

16 Mar,2017

By Jaisurya Das


Ladies and Gentleman, welcome back to an all new edition of Dear MxM, India’s premier counselling board for the advertising, media and marketing fraternity!

Yet another landslide victory for PM NarendraModi, now that he has pocketed UP with elan. Not surprising though, considering the wave in favour of Modi and the sheer mass support he gathers on social media.. 

I wouldn’t be surprised if a lot of those viral WhatsApp messages are well thought off campaigns disguised as individual posts. Quite recently I saw one from a leading doctor who was narrating his chance meeting with Modi (well before he was in the hot seat ) on an international flight.. 

I haven’t had the good fortune to personally meet this man yet, but there is certainly something that is triggering such positive social response. Is it his oratory skills or the fact that we are seeing much more of the PM and he’s more ‘in the face’ unlike his predecessors ? 

Yes, I have seen changes happen in government departments and the much-needed speed coming in, but is this the only reason for such overwhelming response to everything that is being done?  The critics are still very much around, and yet, I haven’t see anyone scoring so far. 

They are most often steam rolled by the immediacy of support from the world around him. 

Charismatic Yes, Orator ,Yes, Ability to reach out to different wave lengths Yes, ability to call a Spade a Spade, Yes, but so was Indira Gandhi for that matter. Did she garner such positive impact ? I don’t think so.. 

There is an inherent brand strategy (that is almost endogenous) that he manages to weave people with. A strategy that isn’t easy to come by. 

Every word, every action carefully falling into place. Apparent change isn’t enough; The change needs to be known and perceived and this is the difference. This is sure an interesting case study for brands to learn. 

Product attributes must be top of the line, packaging excellent and coupled with this, an inherent strength in the brand to overshadow competition if any. 

It’s probably time this strategy is used to build ‘Brand India’ within our own country ! 


Q & A with readers from Chennai, Hyderabad and Mumbai  


My colleagues had organised a Holi function which, as I should’ve expected, got rowdy. While it’s nice of organisations engage employees with parties and bonding evenings, these invariably get to become drinking sessions where many – men and women – can’t hold their drink. My question to you is: how do you ensure that you forget all of the stuff that happened in the party and let it be business as usual with the guy/gal who was acting funny with you?

Do you really have an option? You cant brood for the rest of your life and remain in the same place. Of course this is entirely dependent on the nature of misbehaviour that you had to face during this company party.

If it was nasty or seems like a case of sexual harassment, my advice would be to take this to your HR department and report the same. It is often easy to get away with almost anything in such a situation and hence, there must be a clear line drawn on this. Parties such must be supervised to avoid any nasty altercation of incident that can upset other colleagues attending.

However, if it was all in jest and good spirit, it’s best to ignore it and move on with your work and not waste precious man hours discussing a non-issue.

And yes, the next time, It would be best to avoid attending such gatherings rather than be put through any unruly behaviour if at all.


I am a senior head of marketing and sales in my organisation. I wanted to incentivise need-based education and training taken by my team members to make them better at their jobs and hence contribute more to the organisation. But the promoters say this is not the job of the organisation. The bosses aren’t bad but they don’t want to spend too much money. Are there some article or case studies that I can show them so that they change their mind?

Absolutely and it is indeed the need of the hour. Work-based training and regular skill development is an imminent need today and I am indeed very happy to see you taking such initiatives.

I am surprised at this reaction from your superiors who have obviously been disconnected with the world around them. Most companies have very structured programmes both in-house and external and a lot of investment goes in these training initiatives.

The best way would be to have your HR Manager take this up on a more formal note with the superiors since this is very much part of the HR departments role. Organisational Development, Training etc are core KRA’s for any discerning HR professional and am sure they would be ready to have this implemented at a corporate level.

All the best to you !


Last week, we saw a lot of tokenism across the media on women’s day. Just so many ads. From a branding point of view, does all of it make a difference?

Well, it all depends on the kind of brand you work with and the basic brand message that exists in the market place. Using levers such as special occasions do certainly help and often draw immediate attention to your brand and brand message.

Tokenism is relative; The proof of the pudding is in eating it and there are several brands that have gained in popularity and recall with their specific occasion campaigns.

However, creativity is the challenge here and not everything works. This is where the brand manager needs careful planning and research along with their advertising agency to arrive at something that is not only arresting but has the ability to stay top of mind, beyond that one date or month.

So to answer your question, yes this does make a difference but only if its well planned and executed, not to forget backed up with a sound brand that delivers its promise to the customer. This remains the most important aspect of any brand success.
So here’s to a successful weekend for all of you. As always, I shall be back with a bouquet of fresh concerns and solutions, next week, same day ! Till then, keep mailing on and enjoy yourself to the hilt! Sayonara and God Bless ! 



Jaisurya Das, maverick and media evangelist, eats, sleeps and makes love to brands. His consulting interventions are aimed at making brands powerful and sustainable. He is also Contributing Editor of MxM India and Co-Founder of more on his work visit The views expressed in this column are his own.


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