Akhil Pillai

Digital Marketing in 2024: 7 Behavioural Economics Principles You Can’t Ignore

Do you ever wonder why your digital marketing campaigns aren’t converting the way you expect? Have you noticed your customers browsing but not buying? Or maybe your emails aren’t getting the attention they deserve? It’s frustrating, isn’t it? The good news is, there’s a way to change that. By understanding how people really think and make decisions, you can tap into the power of behavioural economics to influence their actions.

In this blog, we’ll explore simple but effective strategies you can use to boost engagement and drive more conversions. Ready to find out how? Let’s dive in.

Introduction to Behavioural Economics

Behavioural economics explores the psychological factors that influence economic decisions. For example, why do you instinctively pick a particular brand of coffee at the supermarket, even when there’s a cheaper option right next to it? It could be because you’ve seen that brand everywhere—on billboards, TV, and in your favourite influencer’s post. You start to trust it more without even realising it.

Unlike traditional economics, which assumes that individuals always make rational choices, behavioural economics acknowledges that humans are often irrational and influenced by cognitive biases.

Key Principles of Behavioural Economics

1. Loss Aversion:

Loss aversion means people feel more pain from losing something than the happiness they get from gaining something of the same value.

For example, losing ₹100 will upset you more than finding ₹100 would make you happy!

Agoda: “Only One Left” is an example of LoA

Amazon makes excellent use of loss aversion in its lightning deals. By showing how much a customer could save if they purchase before it ends, Amazon creates a sense of urgency, making the fear of missing out on savings a powerful motivator for action. Similarly, Agoda use the same with hotel bookings.

This tactic plays on customers’ reluctance to lose a perceived deal rather than simply gaining a discount. This tactic reinforces the idea that waiting means losing out.

2. Social Proof

Social proof is when people copy what others are doing because they think it must be the right choice.

For example, if you see a restaurant packed with people, you’re more likely to believe the food is good and want to eat there too!

Agoda: “14 Booked today” is an example of social proof

Agoda leverages social proof by showing how many people booked the same hotel or how many left. This creates a sense of urgency and validation, encouraging users to book quickly to avoid missing out.

The presence of real-time data (“14 people booked this property today“) reinforces trust, especially in uncertain situations like choosing accommodation in a new location.

3. Anchoring Effect

The anchoring effect happens when you rely too much on the first piece of information you see, which affects your later decisions.

For example, if a shirt is marked as originally ₹2,000 but now priced at ₹1,000, you think it’s a great deal because your mind compares it to the higher price first.

Agoda showing 2929 and then showing 2231 is an example of anchoring

When browsing hotels on Agoda, you might see a price listed as ₹2,929, then see it crossed out with a new price of ₹2,231. This makes you feel like you’re getting a significant discount because your mind compares the new price to the higher, original price first.

The higher-priced listings were used as anchors, making subsequent deals seem more affordable by comparison. This method subtly influenced consumers’ perception of value, making them more likely to purchase.

4. Framing Effect

The framing effect happens when the way information is presented changes your decision-making.

For example, people are more likely to choose a snack advertised as ‘90% fat-free’ rather than one labelled ‘only 10% fat,’ even though both mean the same thing.

Food products and insurance companies use this effect regularly. A health insurance company might highlight that ‘90% of claims are settled with their care’ rather than mentioning that ‘10% are not settled,’ making their service seem more reliable and positive. The catch is that in 1000 people, 100 claims were denied 🙁

5. Decoy Effect

The decoy effect occurs when an additional option is introduced to make another choice more attractive.

For example, if you’re choosing between two coffee sizes—small for ₹100 and large for ₹200—but then they add a medium option for ₹180, you’re more likely to pick the large one because it now seems like a better deal compared to the medium.

Hostinger effectively uses the decoy effect with its four-tiered pricing plan:

₹69 for the basic plan, ₹149 for a more feature-rich option, ₹249 for even more benefits, ₹699 for the enterprise-level plan.

Here, the ₹249 plan acts as a decoy. It makes the ₹149 plan seem like the best value because it’s more affordable than the higher-priced plans while offering sufficient features. This strategy subtly pushes customers towards the ₹149 plan, increasing its sales, much like how The Economist used the decoy effect to boost subscriptions.

6. Priming

Priming is when exposure to one stimulus influences how you respond to another, even if you’re unaware of it.

For example, red is often associated with urgency, danger, or importance, which can prompt quicker action or attention.

Agoda uses priming by highlighting certain areas in different colours, such as when it shows a red or orange banner with the message “This property is in high demand.” This subtle visual cue primes users to perceive urgency and scarcity, encouraging them to act quickly to avoid missing out.

Next time, when you browse Agoda go through the colour differences, you will understand this better.

7. Endowment Effect

The endowment effect means people value something more highly simply because they own it.

For instance, Volkswagen cleverly uses the endowment effect with their “Free Range” test drive experience. They let potential buyers take a VW for an extended test drive, even overnight.

Free rage test drive is an example of **Endowment Effect**

Once you’ve driven the car, parked it in your driveway, and experienced how it fits into your daily life, it starts to feel like it’s already yours. This emotional attachment makes it harder to give up the car, increasing the likelihood that you’ll buy it.

By making the test drive more personal and less confined, Volkswagen taps into this psychological principle to boost sales.

FAQs about Leveraging Behavioural Economics in Digital Marketing

What is behavioural economics?

Behavioural economics is a field that combines insights from psychology and economics to understand how people make decisions. It acknowledges that humans are often irrational and influenced by cognitive biases.

How can loss aversion be used in digital marketing?

Loss aversion can be used in digital marketing by highlighting what consumers stand to lose if they do not take action. This can be achieved through limited-time offers, free trials, and emphasising the benefits they would miss out on.

What is social proof and how can it be leveraged?

Social proof is the tendency of people to follow the actions of others. It can be leveraged in digital marketing through customer testimonials, user-generated content, and influencer partnerships to build credibility and trust.

How does the anchoring effect influence consumer decisions?

The anchoring effect influences consumer decisions by providing an initial reference point that affects subsequent judgements. In digital marketing, this can be used by displaying original prices alongside discounted prices or presenting high-value products first.

Can behavioural economics principles be applied to all types of digital marketing?

Yes, behavioural economics principles can be applied to various types of digital marketing, including email marketing, content marketing, and website design. By understanding and leveraging these principles, marketers can influence consumer behaviour and drive conversions.

By integrating the principles of behavioral economics into your digital marketing strategies, you can better understand and influence consumer behavior, ultimately driving higher engagement and conversion rates.

Saripodhaa Sanivaaram: Vigilante or Vendetta?

What I like most about Trivikram Srinivas is how he connects mythological stories with mass masala movies. He often places his heroes in the roles of Vishnu, Rama, or Krishna, making them feel like incarnations of these divine figures. In Saripodhaa Sanivaaram, Vivek Athreya followed a similar approach.

Have you heard the story of Narakasura?

Narakasura was a powerful and evil demon king, the son of Bhudevi (Mother Earth) and Varaha, an avatar of Lord Vishnu. Despite his divine origins, Narakasura was notorious for his wickedness and cruelty. He ruled the kingdom of Pragjyotisha, where he terrorized people and killed many innocents.

His power and arrogance grew so immense that even the heavens were disturbed by his actions.

Finally, Lord Krishna decided to fight Narakasura. However, Narakasura had a boon that only his mother could kill him. Krishna, knowing this, allowed Satyabhama, who was an incarnation of Bhudevi, to take the lead in the battle.

Plot: Saripodhaa Sanivaaram

Saripodhaa Sanivaaram begins with this story, and throughout the movie, Naani keeps referring to it. In a way, S. J. Suriyah represents a modern-day Narakasura, Sokulapalam is a modern-day Pragjyotisha, and Surya and his girlfriend Charulatha can be seen as Krishna and Satyabhama.

Nani vs S J Suriyah Face Off from Sanivaaram

But there is one difference, Krishna empowers others to take action against injustice but Suriya is different, when he witnesses injustice, he does not let it go.

Why You Should Try This Movie

This movie is packed with all the elements that make for commercial success in Tollywood and Kollywood: mother sentiment, father sentiment, sister sentiment, and a hero saving a community from oppression or vigilantism. A hero introduction setup where he fights against injustice. You’ll experience intense cat-and-mouse games between the villain and the hero.

But what’s most impressive is that Vivek Athreya proves you don’t need to rely on showing the actress’s navel, a mass item song, or a foreign set song to create a mass action flick. Even though it’s a mass entertainer, Vivek Athreya keeps a minimalist approach, ensuring that you won’t get bored with cliches. In one line, Saripodhaa Sanivaaram is a middle-class Chathrapathi or a Vikramarkudu on a low budget.

A Domino Game and Athreya’s 6 Chapters

I feel like Vivek Athreya, as a writer, took inspiration from films like Tamil Maaveran and various Hollywood movies. He segmented Saripodhaa Sanivaaram into six chapters: the prologue, the turn, the knot, the crossroads, hide and seek, and redemption. It’s almost as if Vivek Athreya is trolling mass-action fans, sarcastically asking us, ee formula Saripodhaa? (Isn’t that enough?).

He established Suriyah (Nani) with subplots, Charulatha (Priyanka Mohan) with an open-ended past, and Daya (S J Suriyah) laced with dark humour and a dysfunctional family plot, all of which set the stage for a fire show.

The way Vivek wrote the script is like a domino effect—each event triggers the next, and each character drives an event. It’s beautiful to witness the script evolve so rhythmically.

Performances & Cast

When it comes to performances, Abhirami’s portrayal of the mother was deeply touching and reminded me of Simran in Kannathil Muthamittal, especially those moments at the beach, and some elements from Bhanupriya of Chathrapathi.

Sai Kumar, the millennium’s angry young man, plays a father struggling to pacify his angry young son. There wasn’t much for a veteran like Sai Kumar to do, aside from a few bass voice narrations.

S. J. Suriyah and Nani played their characters brilliantly, convincingly portraying their utterly chaotic and distressed lives. Both are going through pain triggered by siblings—one suffering because of his brother, the other troubled by his sister.

Murli Sharma and Ajay Ghosh’s characters were icing on the cake with the perfect touch of humour to the film with their mannerisms and timing.

S J SUriyah speech at Saripodhaa Sanivaaram pre-release event

However, Priyanka Mohan’s character didn’t quite convince me. As S. J. Suriyah mentioned during the pre-release event of Saripodhaa Sanivaaram, Priyanka was too cute even as a constable. Her makeup, costume, and body language felt more like a hero’s pillion rider. I wish she had played a more prominent role, similar to what we see in the Narakasura story.

Jakes Bejoy: The Master of Elevation

Last but not least, Jakes Bejoy is the one who ensures you won’t dig too much on logic. Instead, you’re completely sucked into Athreya’s world, where no poor man uses social media or mobile cameras. For every question that pops into your head, Vivek’s writing will push you to another event, and Jakes Bejoy’s BGM will scream loud, and shut your curious mind, keeping you on track.

Saripodhu Ee Sanivaram

Finally, it’s technically a Vivek Athreya vigilante story, but I believe it’s actually a Vivek Athreya revenge story—a revenge against the Telugu audience who made his Ante Sundaraniki a flop. Now, he’s screaming loud to you: Saripodhaa Ee Sanivaram! (Is this Saturday enough??) I believe people are saying a big yes! Ee saari assalu bore kottaledhu.

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How Storytelling Can Elevate Your Content Marketing Strategies in 2024

How to utilise the power of storytelling in content marketing to engage audiences, foster emotional connections, and drive conversions. Let’s elevate the content marketing strategies today!

Storytelling has long been a powerful tool for human communication, but its significance in content marketing has surged in recent years. By weaving compelling narratives, brands can engage audiences, foster emotional connections, and ultimately drive conversions. In this article, we will explore how storytelling can elevate your content marketing strategy, providing practical insights and examples.

Key Takeaways

Engagement: Storytelling captivates audiences, making your content more engaging and memorable.
Emotional Connection: Effective storytelling fosters emotional connections, enhancing brand loyalty.
Conversions: Well-told stories can drive conversions by aligning your brand’s message with the audience’s values and needs.

Why Storytelling Matters in Content Marketing

In a world inundated with content, capturing and retaining audience attention is increasingly challenging. Storytelling offers a solution by transforming mundane information into captivating narratives. Here’s why it matters:

Enhanced Engagement

Stories are inherently more engaging than straightforward facts or figures. They draw readers in, making your content more likely to be consumed and shared. This increased engagement can lead to higher traffic and better SEO performance.

Example: The “Like a Girl” campaign by Always

Emotional Connection

Humans are emotional beings, and stories have the power to evoke emotions. By tapping into these emotions, brands can create deeper connections with their audience. This emotional bond can lead to increased trust and loyalty.

Cadbury Ad with Emotional Connection

Clear Messaging

Stories can simplify complex ideas, making them easier to understand and remember. This clarity is crucial in content marketing, where the goal is often to communicate a brand’s message or value proposition effectively.

TATA Tea Ad

The Elements of a Compelling Story

To harness the power of storytelling in your content marketing, it’s essential to understand the key elements that make a story compelling.

Relatable Characters

Characters are the heart of any story. In content marketing, these characters could be your customers, employees, or even the brand itself. The key is to make them relatable so that your audience can see themselves in the narrative.

HDFC Ad: Example of using Relatable Characters

HDFC Life’s “Bounce Back” campaign tells the story of real people who have faced challenges and overcome them with the help of financial planning. These characters, who could be anyone from a middle-class family man to a single mother, are relatable because they reflect the struggles and aspirations of HDFC Life’s target audience.

Conflict and Resolution

A good story involves conflict and resolution. This structure keeps the audience engaged and provides a sense of satisfaction when the conflict is resolved. In marketing, the conflict could be a problem that your product or service solves.

For example, Google’s “Reunion” campaign in India told the emotional story of two elderly friends separated during the Partition of India and Pakistan. The conflict was their long separation and the emotional pain it caused. The resolution came when their grandchildren used Google to reunite them.

Emotional Appeal

As mentioned earlier, emotions play a crucial role in storytelling. Whether it’s joy, sadness, fear, or excitement, evoking emotions can make your story more impactful and memorable.

For example, the Cadbury Ad that we have seen before.

Authenticity

Authenticity is key to building trust. Your stories should be genuine and reflect the true values and mission of your brand. Authentic stories resonate more with audiences and build long-term loyalty.

Tanishq’s “Ekatvam” campaign focused on authentic storytelling by showcasing real stories of diversity and unity in India. The campaign featured different communities and traditions coming together in celebration, reflecting Tanishq’s commitment to inclusivity and authenticity.

Techniques for Effective Storytelling in Content Marketing

Now that we understand the importance and elements of storytelling, let’s see some techniques to incorporate it into your content marketing strategy:

Use Customer Testimonials

Customer testimonials are powerful because they provide real-life examples of how your product or service has made a difference. These stories can be written, video-recorded, or even shared on social media.

Create a Brand Narrative

A brand narrative is a cohesive story that encapsulates your brand’s history, mission, and values. This narrative should be consistently reflected across all your marketing channels to create a unified brand image.

Nike’s “Find Your Greatness” campaign is a prime example of creating a cohesive brand narrative that reflects the company’s history, mission, and values.

The campaign was built around the idea that greatness is not reserved for elite athletes but is something everyone can achieve in their own way. This narrative aligns with Nike’s long-standing mission to inspire and enable every athlete (with “athlete” being defined as anyone with a body).

Leverage Visual Storytelling

Visual elements can enhance your storytelling efforts. Use images, videos, infographics, and other visual content to support your narrative and make it more engaging.

Idea advertisement

Incorporate User-Generated Content

Encourage your audience to share their own stories related to your brand. User-generated content not only provides fresh perspectives but also builds a sense of community and authenticity.

Utilize Data Storytelling

Data can be dry and uninteresting on its own, but when presented as part of a story, it becomes much more compelling. Use data storytelling to highlight trends, demonstrate value, and support your narrative with evidence.

Case Studies: Brands Excelling in Storytelling

To illustrate the power of storytelling in content marketing, let’s look at some brands that excel in this area:

Nike

Nike’s “Just Do It” campaign goes beyond simply showing products; it tells stories that connect with people’s emotions. By focusing on athletes who overcome challenges, Nike isn’t just selling shoes but promoting a mindset of determination.

This way, customers feel inspired and motivated, which creates a strong emotional bond. People are not just buying a product; they are buying into the idea of being a part of a community that values hard work and success. This connection is what helps in driving sales because people feel like they’re supporting something bigger.

Airbnb

Airbnb’s strategy is all about sharing personal stories from both hosts and guests. These stories highlight unique experiences, making each stay feel special and different from staying in a regular hotel.

When people read these stories, they connect emotionally with the idea of being part of a larger, more personal experience. This emotional connection encourages people to choose Airbnb over traditional options because it feels like a more meaningful choice. By focusing on these real-life stories, Airbnb successfully converts interest into bookings.

Coca-Cola

Coca-Cola’s “Share a Coke” campaign is a great example of how personal stories can drive sales. By replacing the logo with popular names, Coca-Cola encouraged people to share a Coke with someone special.

This simple idea made each bottle feel personal and meaningful, which connected with people’s emotions. When people shared their stories online, it further spread the campaign’s reach. This emotional connection made people more likely to buy Coke, not just as a drink but as a way to share special moments. This approach significantly boosted sales by turning a simple purchase into a personal story.

Measuring the Impact of Storytelling

To ensure that your storytelling efforts are effective, it’s important to measure their impact. Here are some metrics to consider:

Engagement Metrics

Track metrics such as time spent on page, social shares, and comments to gauge how well your stories are engaging your audience.

Emotional Response

Use surveys, feedback forms, or social listening tools to assess the emotional impact of your stories. Positive emotional responses can indicate strong storytelling.

Conversion Rates

Ultimately, the goal of content marketing is to drive conversions. Monitor your conversion rates to see if your storytelling efforts are translating into tangible results.

Brand Sentiment

Analyze brand sentiment through social media monitoring and customer feedback. Positive sentiment can be a sign that your storytelling is resonating well with your audience.

Integrating Storytelling Across Channels

For storytelling to be truly effective, it should be integrated across all your marketing channels. Here’s how you can do it:

Website

Your website is the hub of your online presence. Use it to share your brand narrative, customer testimonials, and other stories that highlight your value.

Social Media

Social media platforms are ideal for sharing short, engaging stories. Use a mix of text, images, and videos to capture your audience’s attention and encourage interaction.

Email Marketing

Incorporate storytelling into your email campaigns to make them more engaging. Share customer success stories, behind-the-scenes looks, and other narratives that add value to your emails.

Content Marketing

Your blog, whitepapers, and other content marketing efforts should all reflect your storytelling strategy. Use these platforms to dive deeper into your stories and provide valuable insights to your audience.

Storytelling in content marketing helps to engage audiences, foster emotional connections, and simplify complex messages, ultimately driving conversions and building brand loyalty.

Mr. Bachchan: More Songs, Less Raid

In one of his interviews, Ravi Teja mentioned that some directors had already approached him for the Raid remake, but he declined since it doesn’t fit within his comfort zone (mass-masala-glamour). However, when Harish Shankar proposed Mr.Bachchan, he readily agreed because Harish Shankar’s remakes are different. I completely agree with this, and that’s exactly what I felt when I watched Gaddalakonda Ganesh and Mr. Bachchan. Harish Shankar will go to any extent to entertain with his masala-action dramas.

The thing with a remake movie is, when you know what’s coming yet still find yourself drawn to the narrative, then it’s a successful remake. And that’s the Harish Shankar formula. Let’s take the example of Dabangg and Pawan Kalyan’s Gabbar Singh. Who would have expected that Antakshari event with rowdies at the police station?

Gabbar Singh Antakshari Scene

The Grandeur Plot

In Mr. Bachchan, Ravi Teja plays a tax official who raids the house of a powerful and wealthy man and gets suspended from the department. The entire first half has him romancing the heroine and enjoying his suspension period. In the second half, his suspension is repealed, and he’s assigned to conduct a raid at another ruthless, powerful man’s home.

Raid (2018) vs. Mr.Bachchan (2024)

In the original movie Raid by Rajkumar Gupta, there’s minimal setup before the raid. We learn that Ajay Devgn has been receiving information from an anonymous source about hidden wealth, and he keeps it all secret, even from his staff, because he (correctly) doesn’t trust them.

Raid Trailer

What I like most about Raid is that it manages to be thrilling without being stressful. But in Mr. Bachchan, everything is grand—4-5 songs, tonnes of junior artists and their melodrama, comedians popping up like those random pineapple pieces in a spicy biryani.

Bhagyashri, Harish Shankar’s Lucky Star

Despite its niggles, clichéd templates, and outdated comedy of nearly two and a half hours, Mr. Bachan might entertain the regular Telugu movie audience, who doesn’t have much in the way of expectations or deep thoughts.

For example, you shouldn’t ask questions like how a 1980s couple from a village dreams up a song in Switzerland, or why the camera angles focus more on the heroine’s curves than her face, or why the ruthless villain and his entire gang are helpless against an average man without even a gun.

It’s a director’s film that draws steamy performances from both Bhagyashri Borse and Ravi Teja, and that’s the biggest highlight of the film. Honestly, it’s more Bhagyashri’s film than Ravi Teja’s.

Ravi Teja – Harish Shankar Mass Elements

What makes the difference in such an old-type story is the spicy cooking by Harish Shankar. He knows the recipe well. More than Ravi Teja, it’s Bhagyashri Borse who got the whistles. There are certain antics of Ravi Teja—like wrapping his arms around belly curves, clasping fat tissues, cuddling earlobes and neck—which could appear like ‘overacting’ if not handled well by the director. But Harish Shankar managed those areas really well with his camera angles and aesthetic direction skills.

He used them excellently to bring out hilariously entertaining episodes from the central characters, and even threw in retro Bollywood songs in the first half.

Why you should try Mr.Bachchan

Sathya and his comedy track with Sachin Khedekar
A surprise cameo in the second half
The climax twists and fights
Bhagyashri and her cuteness-overloaded songs
Retro song recording sections—probably the best comedy track of the film
Reference episodes to Amitabh Bachchan movies
The only hope for Ravi Teja, he badly needs a hit, let’s support 🙂

“Mr. Bachan, the only hope”—I believe this title fits Ravi Teja perfectly. After multiple flops, his only hope is in Harish Shankar, and I believe this will end up as an average grosser. One thing is sure: Bhagyashri is going to be the next Sreeleela of Tollywood.

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Everything Happens for a Reason: Karmic Interconnectedness

Have you ever wondered about those moments when you wish for something—a sea breeze, perhaps—and suddenly, your friend calls for a beach walk? It feels like there’s an unseen force listening to your thoughts, understanding your wishes, and weaving them into reality. I call it as hidden blessings, some says it’s the Atma of your dearest ones, maybe your grandma, maybe your childhood friend who died in an accident. Whatever it might be, I strongly believe there is a mysterious or hidden aura around us, that quietly orchestrates the events for us. It’s listening you, and seeking you.

interconnectedness in our daily life — Ghostly reflection experiment

Madampu Kunjukuttan

Recently, I came across a memoir by Madampu Kunjukuttan that reminded me of this thought. Those who don’t know Madampu should try the biographical novel Bhrashtu. It’s the real life story of an 18th century Namboodiri woman excommunicated for adultery — during the court hearing, she shocked the presiding court by naming a score of society notables whom she encountered, it’s a revenge-bound story which exfoliate the hypocratic patriarchal community of 18th century Kerala.

Madampu Kunjukuttan used to frequently visit Mookambika temple between Kollur and Kodachadri during his early writing days. Those trips helped him to introspect and infuse a spiritual enlightenment in Madampu, both as a writer and a spiritual seeker.

Those who have read Aaryavartham or Bhrashtu can connect with my words. From Adikula nathan’s disintegration, Aryavartam is the story of the Adigotras, who emerge as four clans. The sub-plots in an extended narrative style are enough to understand the depth of Madampu’s thought processes.

A Yogi, Madampu & Their Karmic Interconnectedness

During one such Mookambika visit, he encountered a young yogi deeply immersed in meditation at Sarvagnya Peetha. Intrigued by the yogi’s serene demeanour, Madampu approached him and kept three coins there as a Bhiksha (noble donation). Madampu turned back and took a few steps, but suddenly the yogi opened his eyes and called him back.

Kodachadri Hills: Interconnectedness moment between Yogi and Madampu — Kodachadri Hills

With polished British English, the yogi calmly asked, ‘What brings you here with these coins?’

‘I do not know; it just felt right,’ Madampu replied with a smile.

‘Will it always feel right?’ The yogi chuckled, prompting Madampu to respond in his own way, ‘Probably not.’

The yogi grasped Madampu’s hand. ‘Brother, today I thought of this: someone donating 3 coins. In a week’s time, I will go to the valley and buy three handfuls of rice with three coins. That’s enough for me for a week. This money you brought here will fulfil my needs for the week. The grace of my guru.’

The yogi then shared his story. He spoke of spiritual journeys and learnings—of Himalayan expeditions, encounters with Shankaracharya’s teachings, and seeking the essence of Devi worship. He recounted his time studying Sanskrit under Jnanananda Saraswati in Rishikesh.

Then, with those sparkling eyes, Yogi asked, Have you ever heard about my guru, Jnanananda Saraswati?

This question from Yogi, who was a foreigner in Kodachadri, took Madamb back to his childhood. A period even before Madambu’s Upanayana.

Once, during a monsoon afternoon, Madampu and his brothers saw someone at the doorstep. The man was conversing with elders, and Madampu discovered that he was a man from the south, well-versed in Puranas and Sanskrit. Madampu asked his uncle, ‘Who is this?’ ‘Parameshwaran,’ came the reply.

That was the first time he met that genius.

‘I need to eat,’ Parameswaran said. ‘Clean yourself at the pool, and the food will be ready,’ Madampu’s uncle replied. The family gave him food and shelter. That’s how Parameshwaran lived in Madampu’s Mana for five years! He also taught Sanskrit to Madampu and his siblings.

Parameswaran Unnithan started teaching sanskrit to many children in his area, and finally he married the sibling of one of his disciples. His children went abroad, received a good education, and began a successful career there.

Parameshwaran Unnithan, who had travelled from Kerala to the Himalayas, influenced by Adi Shankara and Brahmasutrabhasya, in search of knowledge, reached Rishikesh, then obtained Deeksha and became Jnanananda Saraswati. The same Parameswaran Unnithan who taught Madampu Sanskrit is the one who taught that young yogi Sanskrit.

“Do you know Malayali Gnananda Saraswathi?”

Young Yogi asked again.

Yogi’s question awakened Madambu from his past. A misty breeze that came from beyond the mountains in Kodachadri caressed both of them.

“I know. He has also taught me Sanskrit. He stayed with us for four to five years. We got his blessings.”

Young Yogi’s eyes were filled with tears after listening to this.

“Everything happens for a reason, “Yogi said.

Madampu remembered Yogi’s words. When he got three rupees, the young British yogi said that it was the blessing of the Guru. The sky stood red above Sarvagnya Peetha; it made them feel like Mookambika Devi was showering Vermillion with her blessings.

Philosophies Around Interconnectedness

This interconnectedness and hidden auras which are working for us, can be seen in many philosphies. In Eastern philosphies, it’s called Karma and Dharma. It suggest that our actions and thoughts have ripple effects beyond what we perceive. In Buddhism, for example, posits that all beings are interconnected, and actions (karma) influence future outcomes in a complex web of cause and effect.

Modern philosphies describe it as Butterfly effect. This chaos theory illustrates how small changes can lead to significant consequences over time. It suggests that even tiny, seemingly insignificant actions or events can have far-reaching effects in complex systems.

The most modern word is manifestation; it refers to the belief that through focused thoughts, intentions, and actions, individuals can attract or create desired outcomes in their lives. Recently, in an interview, actor Vijay Sethupathy said he manifested his acting career. I believe the aura around him might have listened and worked for him.

Imagine this: hidden energies or unseen and mysterious Atmas, surrounding us ceaselessly, attentive to our every whisper and thought. They are like silent guardians, fulfilling the commands of our subconscious minds.

When our intentions are noble, these energies conspire to nurture and elevate us, crafting pathways to our desires. When our thoughts are evil headed, their influence can be ominous, steering us towards destruction.

What do you think? Are we mere vessels, or do we wield unseen powers that shape our destinies? Do you believe in this interconnectedness? Have you ever experienced these mysterious aura around you working for your wishes. Share in comments.

Why Only One Pandava Reached Heaven? Read more here.

How to Spot a True Leader: Avoid the Action Fallacy

Who is a true leader? How to identify a true-leader? It’s difficult to answer. But let me introduce you to the concept of a pseudo-leader, which will help you with “How Not to Select a Leader”.

A True Leader Need not be Aberrant all the Time

Many people think that good leadership is about handling crises and dramatic actions. But this is a misconception. True leadership is actually about who follows; prevention is better than cure. That means preventing problems before they arise. It’s not just about reacting to issues; it’s about planning and making sure that problems don’t happen in the first place.

Lee Kuan Yew or Hugo Chavez?

Imagine you are choosing a leader for a country. Will you pick Lee Kuan Yew or Hugo Chavez?

Hugo Chavez: A LEADER FROM Venezuela — Hugo Chavez

I believe many of you might not have heard about Lee Kuan Yew and there are high chances you might pick Chavez because many believe Chavez is one of the best communist leaders, and he transformed Venezuela into a prosperous country, and when he died, the country collapsed.

Why Lee Kuan Yew Will be a Better Choice

But in reality, Lee Kuan Yew of Singapore, who transformed Singapore from a developing country into a global financial hub through meticulous planning, strict governance, and steady development policies.

Lee Kuan Yew: An example of true leader — Lee Kuan Yew

His leadership was marked by effective management and long-term strategic planning. On the other hand, Hugo Chavez of Venezuela, whose tenure was filled with dramatic actions and bold declarations, Chavez’s leadership included controversial economic policies and nationalisations that, despite their initial popularity, eventually led to significant economic instability and hardship for the country.

This tendency to prefer dramatic stories or excitements is what I call the “action fallacy.”

The Action Fallacy: Excitement vs. Effectiveness

Let’s look at the leadership styles of Steve Jobs and Tim Cook at Apple. Steve Jobs is known for his dramatic leadership and visionary ideas that brought Apple back from the brink of failure.

Tim cook and Steeve Jobs: leaders of Apple — Tim cook and Steve Jobs

His bold moves, like launching the iPhone and iPad, were revolutionary and are often celebrated. Jobs’ style was full of excitement and innovation, but it also came with a lot of risks and high-profile product failures like the Apple Newton.

A Leadership without Fans

On the other hand, Tim Cook, who took over as CEO after Jobs, is known for his calm and steady leadership. Cook focuses on operational efficiency and careful planning. Under his leadership, Apple has not only continued to release successful products but also improved its supply chain, increased sustainability efforts, and maintained a consistent growth trajectory.

Cook’s approach might not be as dramatic as Jobs’, but his meticulous planning and risk management have made Apple one of the most valuable companies in the world.

Unfortunately, world is not celebrating Tim cook as the way it celebrating Steve Jobs’ leadership.

In business, this focus on the “action fallacy” has negative effects. Because of this, we often promote leaders who seem to be taking action, rather than those who work quietly to prevent problems. This means we might be rewarding the wrong kind of leadership, which can lead to more issues in the future.

Finding a clear-cut real-world example of the Action Fallacy from business world can be tricky. Let me explain why.

Be Careful Before Labelling Action-Fallacy

Hindsight Bias: Looking back at events, it’s easy to see where preventive measures could have been taken. However, judging past leaders based solely on this knowledge can be misleading. They might have been operating with limited information at the time.

Complexity of Leadership: Leadership involves a multitude of factors beyond crisis management. A leader who seems to fall victim to the Action Fallacy might actually be strong in other areas like team building or strategic vision.

However, let me choose a closer example for you.

How General Electric Collapsed Because of Action Fallacy

Jack Welch, one of the most celebrated corporate chieftains of his time, spent the last few years of his life regretting what he believed was the most important decision of his career:

He promoted Jeffrey Immelt as CEO of General Electric (GE) in 2001, Why did Mr. Welch choose Mr. Immelt as his successor when he had options like Mr. McNerney, who was known for his steady and effective leadership style?

Jeffrey Immelt : Ex-Ceo of Generral Electric, an example of Action fallacy — Jeffrey Immelt

It was Action Fallacy played a role here.

Welch was swayed by Immelt’s charm, political skills, and polished demeanour. Immelt, a former Dartmouth offensive tackle and Harvard Business School graduate, seemed to embody the dynamic and bold leader GE needed.

During the selection process, Immelt’s confident and aggressive approach stood out. Whenever Immelt met with Welch, he was in overdrive, showcasing his ability to take bold actions and make quick decisions. His high-profile initiatives and assertive style made him appear as a proactive leader who could steer GE through challenging times.

Despite warnings from some board members who believed Jim McNerney would be a better choice, Welch was captivated by Immelt’s dynamic persona.

Immelt took over as CEO just days before the September 11 attacks in 2001. His tenure was marked by several critical mistakes that significantly impacted GE’s fortunes. Despite his high-profile initiatives and aggressive strategies, many of his decisions backfired:

How Immelt’s Action Fallacy Spoiled GE

Selling NBC Universal: Immelt sold GE’s majority stake in NBC Universal, including its television network and Hollywood studio, too cheaply. This decision was made in panic during the financial crisis, leading to significant financial losses for GE.

Overpaying for Acquisitions: Immelt made several high-cost acquisitions that did not yield the expected returns. These acquisitions strained GE’s finances and did not contribute to the company’s growth as intended.

Dismantling GE Capital: GE Capital was a highly profitable yet risky part of GE’s business. Immelt dismantled it but failed to replace its lost earnings, which hurt GE’s overall profitability.

Ignoring Talent: Immelt was known for his “know-it-all” attitude, as described by Welch. This attitude drove away talented executives who felt unheard and undervalued. His inability to listen and collaborate effectively led to a loss of valuable leadership within the company.

Under Immelt’s leadership, GE’s market value plummeted. By the time he stepped down, GE had lost over $150 billion in market value. Today, GE has been reduced to a shadow of its former self, it split into three separate companies. The finalisation of the split occurred on April 2, 2024.

Redefine Leadership

We need to rethink our idea of what makes a good leader. We should celebrate leaders who are good at preventing crises, not just those who react to them.

This means recognising the importance of “boring management” – the unglamorous work of planning, process building, and team building. This is where true leadership lies.

Instead of focusing on dramatic actions and crisis management, we should value leaders who work quietly and effectively to prevent problems before they arise.

For founders looking to identify true leaders, it’s important to look beyond charisma and bold actions. Pay attention to candidates who demonstrate strong planning and risk management skills.

Look for individuals who have a track record of building efficient processes and fostering team collaboration. Ask about their experiences in preventing issues rather than just handling crises.

True leaders are those who ensure stability and long-term success through careful, steady work. Recognising and promoting these qualities can help create a more resilient and effective organisation.

This Is my answer for how to Identify a True Leader.

How to make Better Decisions with Marcus Aurelius Approach, read here.

4 Qualities Startups Seek in Job Seekers

Building a successful startup is no small thing. It’s not just about having a super cool idea or disruptive technology. It’s about the people who drive these first thoughts forward. I believe most freshers from Tier 2 colleges dream of joining a super startup team, considering the amount of learning and exponential growth. But if you don’t have the following three qualities, your expectations and reality may not match well. And many have this question in mind; How do I start working in startup? Let’s see what those three key qualities are that go beyond the obvious skills and qualifications.

1️⃣ Optimism: The Power of Positive Thinking

Most startups operate with uncertainties and challenges. From securing funding to developing a minimum viable product, the journey is fraught with obstacles. In such an environment, having team members who are optimists can be incredibly valuable. Optimists believe in the mission and are confident that the team can overcome any hurdles.

Does it work? Look at Airbnb

Consider the early days of Airbnb. The founders faced numerous rejections and financial difficulties. However, their optimism kept them going. They believed in their vision of transforming the way people travel.

How to work in startup: Airbnb case study — Airbnb

This positive mindset not only kept the team motivated but also attracted investors and customers; as they say, now they belong anywhere. From nowhere to anywhere, Aibnb’s journey happened because of the people who believed it’s possible, and they drive that mission with positivity.

How to Demonstrate Your Optimism During Interviews

During interviews, highlight instances where your optimism led to positive outcomes. You could talk about a project that seemed doomed but succeeded because you and your team maintained a positive outlook and kept pushing forward.

For example, “in one of my previous organisations, when I suggested adding Amazon business as a channel for sales, everyone rejected it since the business is highly dependent on offline markets and distributors, and it would spoil the chain and demand. But what I observed was that there were a lot of government exam aspirants outside Kerala, and we couldn’t deliver books at ease since our distribution channels were only in Kerala and a few metro cities.

Finally, I was able to convince the team with my analysis and data on the serviceable market. In just 5 months, our Amazon sales reached 60% of the offline domestic sales.”

2️⃣ Idea Generation: The Innovators

Startups need new ideas to stay ahead. As a job seeker, being someone who can think outside the box and come up with new ideas is very valuable. If you are not someone who can think outside the box, the exposure that you are going to get will be limited, and eventually the growth will be limited as well.

Start-ups move on two things: investments and disruptive ideas. If it’s depending only on money, fuel will be over soon, and it will impact your career. But if every individual can come up with cost-effective or disruptive ideas and action items, start-ups attract more money, and it will help you in your career. So observe whether the start-up has enough idea generators and rational thinkers, or are you the one? Idea generators see opportunities where others see problems and can come up with creative solutions that keep the company moving forward.

Does it work? Learn from Instagram

Do you know how Instagram became a billion-dollar business? Just because of one idea generator. When Kevin Systrom and Mike Krieger were working on their startup, Burbn, it was initially a location-based check-in app.

Startup story: Burbn to Instagram — Burbn to Instagram

However, they noticed that users were more interested in sharing photos. One of their team members suggested focusing on the photo-sharing feature. This idea led to the creation of Instagram, which became a massive success and was later acquired by Facebook for $1 billion.

Are you an outside-the-box thinker? A start-up ecosystem is best for you. Because you can’t suggest an idea and get it done at a massive firm like Apple or Amazon.

How to Demonstrate Your Innovative Thinking During Interviews

Show your creativity and willingness to suggest new ideas. Talk about a time when you introduced a new concept that significantly helped your previous company or project.

For example, you might say, “In my previous job, I suggested a reverse psychology approach for email marketing: instead of saying we are good, we send mail with subject lines, we don’t have anything special for you, you don’t have to open this if you are busy, etc. And suddenly, our open rate became 40%. This not only increased our engagement rates but also made our users feel more connected to our brand, where we are genuine and transparent.”

3️⃣ “Will You Figure It Out?” Spirit: The Problem Solvers

Startups face many unexpected problems. Your KPIs may change frequently; out of the blue, the team may scrap a project and start a new project from scratch, which may require a new set of skills.

In simple words, a start-up is exactly like a mischievous child; it’s not easy to predict what he will do next. As a job seeker, having a “will figure it out” spirit means you don’t get discouraged by setbacks. Instead, you see these challenges as chances to find solutions and keep moving forward.

So, if you have that “Will Figure It Out” or “This Time Shall Pass” attitude, you are going to be noticed by the team, and people will find a leader in you. Your growth will be faster than you expect.

Does it work? Inspire from Slack

Take the story of Slack. The company was originally working on a game called Glitch, developed by Tiny Speck, a startup co-founded by Stewart Butterfield, Cal Henderson, Eric Costello, and Serguei Mourachov.

Despite their efforts, the game struggled to gain traction in the competitive gaming market. Instead of giving up, the team noticed that their internal communication tool, which they had built to collaborate on Glitch, was incredibly effective.

Recognising the potential of this tool, Butterfield and his team decided to change their business focus entirely. They repurposed their internal communication platform into a standalone product, which became Slack. Think about the team; all of a sudden, you are moving from gaming to SaaS. But the team had a different mindset that they would figure it out, and that helped them achieve the objective faster.

The new idea penetrated the market very quickly and disrupted workplace communication by offering a user-friendly interface, seamless integration with other software, and a way to organise conversations into channels.

Today, Slack is used by millions of users worldwide and was acquired by Salesforce for $27.7 billion, highlighting the power of determination and adaptability.

How to Demonstrate Your Problem-Solving Skills During Interviews

In interviews, talk about times when you faced big challenges but found ways to overcome them. Show how you solve problems and stay calm under pressure.

For example, you could say, “During a critical project, our main supplier suddenly shut down. I quickly found other local suppliers, negotiated terms, and I figured out an opprtunity with an upper-hand of negotitation, revamped our existing model of 2-3 suppliers to 24 small suppliers, and used a CRM dashboard to coordinate, and kept our production on schedule, saving the project and meeting our deadline.”

4️⃣ “I’ve Got It” Attitude: The Ownership Mindset

In large companies, it’s common to hear, “That’s not my department.” However, startups need a different approach. They grow when employees take ownership of problems, no matter their job title.

You might be a sales manager, but you should be willing to do a user survey, call customers, and close sales if a team member is on leave. As a manager, you may be required to do 50% of the work as a tele-caller and the rest 50% of supporting the team for their dependencies.

This adaptable “I’ve got it” attitude ensures that issues are handled quickly and efficiently, pushing the startup towards success.

Does it work? Read About Dropbox

Take Dropbox as an example. In the early days, Dropbox was a small team working on a new way to store files online. Arash Ferdowsi, the co-founder and CTO, noticed that the user interface (UI) was hard to use. Even though UI design wasn’t his main job, Arash decided to fix it himself.

Dropbox founders — Arash Ferdowsi on the right

He worked with the design team, learning about user experience and interface design. He spent many late nights testing different designs and getting feedback from early users. His hands-on approach and willingness to step out of his role made the UI much better.

This change made Dropbox more appealing to users, and the user base grew quickly. Arash’s “I’ve got it” attitude solved a big problem and set a good example for the team, encouraging everyone to take ownership of issues.

How to Demonstrate Your Ownership Attitude

In interviews, talk about times when you took initiative outside of your usual responsibilities.

For example, you might say, “In my last job, I saw that our project management tool was confusing the team. Even though it wasn’t my job, I researched better tools, organised meetings, and got feedback. I then helped implement a new tool that improved our workflow and made us more productive.”

This shows your commitment to the team’s success. You prove that you’re ready to tackle challenges and help the startup grow, no matter what your job title says.

In Nutshell

Joining a startup means becoming part of a dynamic and often unpredictable environment. By demonstrating optimism, generating innovative ideas, showing a “will figure it out” spirit, and having an “I’ve got it” attitude, you can stand out as a valuable asset to any super startup team. Remember, it’s not just about your skills and experience; it’s about how you approach challenges and contribute to the team’s success.

Additional Tips for Job Seekers

Showcase Communication Skills: While these qualities are crucial, don’t forget the basics. Good communication is key for any team.

Research the company: Understand the startup’s mission and values. Align your responses to show that you are a good cultural fit.

Be Ready to Adapt: Startups change rapidly. Show that you are flexible and open to evolving with the company.

By focusing on these qualities, you can increase your chances of landing a role in a super startup team and contributing to its success.

Are you still worried about uncertainties? Read more about the cognitive survival kits here.

Budget-Friendly Digital Marketing Strategies For 2024

Effective digital marketing doesn’t require a massive budget; it requires strategic thinking. Let me share some key strategies to maximise impact without breaking your marketing budget. These budget-friendly digital marketing strategies are based on the trends and tools from 2024.

Content Strategies

1️⃣ Develop Resonant Content

Develop content that resonates with your target audience and addresses their needs. This will drive organic traffic, enhance your online visibility, and improve your SEO.

Leverage organic tactics. For example, create a blog to establish thought leadership and improve your SEO. Elevate this further by repurposing this content in different formats.

2️⃣ Leverage Existing Content

Turn existing blog posts into a captivating video or an engaging eBook. This saves precious time and extends your content’s reach. Producing valuable content that addresses pain points and offers solutions builds trust. Creating content designed to address each stage of the buyer’s journey removes concerns and ultimately drives higher quality leads.

Data-Driven Strategies

1️⃣ Leverage Customer Data

Use the data you already have to better understand your customers. Analyse their behaviour, preferences, and feedback to optimise their website experience. Personalised experiences lead to higher engagement and conversions.

2️⃣ Seamless CRM Integration

Ensure your CRM data flows seamlessly into your digital marketing tools, including analytics and paid channels. This enables efficient and precise targeting and effective campaign management. Hubspot provides a free plan for their CRM. Another free CRM is Odoo, even their tagline is Free and Amazing 🙂 sounds cool, right?

3️⃣ Understand Your Metrics

Regularly monitor traffic, bounce rates, conversion rates, and Customer Acquisition Cost (CAC). Utilise these datapoints to reallocate resources effectively. For example, revise high-bounce content or amend calls-to-action to improve engagement and conversions. Test one element at a time for methodical progress and clearer learnings.

Free and Low-Cost Tools

1️⃣ Utilise Free Tools for E-Commerce

For e-commerce businesses, take advantage of free tools like Google My Business, Meta Commerce, and Microsoft Bing Shopping. These platforms can help increase your online presence without additional costs.

2️⃣ SEO

There are many strategies and tactics you can do on your own to uplevel your website to appear on page 1 of Google. Make sure all your headings consist of keywords to optimise your page ranking. Google can read words; it cannot read images, so adding a weekly blog or podcast to your repertoire is one of the best things you can do for your SEO.

Improving your website’s search engine ranking can be done without spending money by using free SEO tools. Google Search Console is a must-have tool that helps you keep an eye on your site’s performance in Google Search results, showing you how to fix any issues.

Another useful tool is Google Analytics (GA4), which tracks your website traffic and user actions, giving you a clear picture of how visitors use your site.

For finding good keywords, Ubersuggest provides detailed data on keyword volume, competition, and suggestions, making it easier to choose the best keywords to target. These tools offer a solid base for boosting your site’s SEO without any cost.

3️⃣ Email Marketing

Implement Email Marketing Campaigns

When it comes to a tight budget, try email marketing. Don’t underestimate your existing database. Segment your audiences and create tailored content curated for them.

Implement email marketing campaigns with tailored content. Personalised emails that offer value to the recipient can significantly boost open and click-through rates, fostering customer loyalty and driving sales.

Bulk Email Sending Tools

Mailchimp

Mailchimp offers a free plan that allows you to send up to 10,000 emails per month to a list of up to 2,000 subscribers. This tool provides a user-friendly interface, customisable email templates, and advanced analytics to track your campaign performance. Mailchimp also offers features like A/B testing and automation to help you optimise your email marketing efforts.

Brevo (Sendinblue)

Brevo (previously known as Sendinblue) free plan lets you send up to 300 emails per day to an unlimited number of subscribers. It includes features like email design tools, automation workflows, and detailed reporting. Brevo also offers SMS marketing and CRM capabilities, making it a versatile choice for small businesses.

Email Warm-Up Tools

MailWarm

MailWarm is a free tool designed to help improve your email deliverability by gradually increasing your email sending volume. This tool is perfect for new email accounts or those with a low sender reputation. By slowly building up your email volume, you can avoid being flagged as spam and ensure that your messages reach your recipients’ inboxes.

Warmbox

Warmbox is another excellent tool for warming up your email address. It automatically engages with your emails, marking them as important and moving them out of the spam folder. This interaction helps improve your sender reputation and ensures higher deliverability rates for your future email campaigns.

Email Verification Tools

Hunter

Hunter’s Email Verifier tool is free and helps you clean your email list by verifying the validity of email addresses. This ensures that you are sending emails to real, active accounts, which can improve your deliverability rates and reduce the risk of being marked as spam.

ZeroBounce

ZeroBounce offers a free plan that allows you to verify up to 100 email addresses per month. This tool helps you remove invalid email addresses, catch-all domains, and spam traps from your list. By maintaining a clean email list, you can improve your sender reputation and achieve higher engagement rates.

Social Media

1️⃣ Consistency on Social Media

Consistency on social media is the perfect strategy to implement inside your business with the least amount of investment and a thousand percent payback. Instagram alone has 2.3 billion monthly active users. Imagine if you can reach and capitalise on 1% of that audience? Would you be able to service them? Chances are, probably not.

2️⃣ Meta Ads

Incorporating low-cost, high-reach tactics such as Meta Ads can help drive brand awareness and traffic. Try influencer marketing as well, where you can collaborate with industry experts. Partner and cross-promote – it’s a win for everyone.

Testing and Optimisation

Use previous campaign data or A/B test on a small budget to determine what works best for your audience. Continuous testing and optimisation will save your marketing budget significantly.

1️⃣ Regular SEO Review

Reviewing and improving website SEO on a regular basis will increase website views and ensure the business stays front of mind and top of search engine result lists.

2️⃣ Website Optimisation

Website Optimisation

Ensure your site is user-friendly and fast. A user-friendly site means that it’s easy to navigate, with clear menus and links that guide users to the information they need. A fast website loads quickly, which is important because slow-loading pages can frustrate visitors and cause them to leave.

Engagement rate is a key metric that shows how well users are interacting with your site. Aim for an engagement rate above 60%, which means that the majority of your visitors are finding your content useful and engaging. High engagement rates often lead to better conversion rates, as engaged users are more likely to take desired actions, such as making a purchase or signing up for a newsletter.

Analytics

Use Analytics Tools

Using analytics tools is key to making informed decisions about your digital marketing efforts. One of the best free tools available is Google Analytics aka GA4. It helps you track and understand how visitors interact with your website. You can see where your traffic is coming from, what pages are popular, and how long people stay on your site.

Set KPIs and regularly compare performance. For example, you might set KPIs for website traffic, bounce rate, conversion rate, and average session duration.

By consistently monitoring these metrics, you can make data-driven decisions to optimise your marketing efforts. For example, if you notice a high bounce rate on a particular page, you can investigate and make necessary changes to improve user experience and engagement.

Through creativity, planning, and effective measurement, businesses with limited budgets can achieve impressive results.

Aattam, Who Is The Culprit: Ending Explained

Aattam Movie explained and find the culprit — Refer to this image for a better reading experience.

If you ask me, which is the brilliant Malayalam film from the 2024 first quarter, I would say it’s Aattam. Aattam is a 2024 Malayalam suspense chamber drama. Penned by debutant director Anand Ekarshi, Aattam navigates through the politics of gender dynamics, patriarchy, situational morality & selfishness in humans, within a theatrical setting. If you have seen this movie, most viewers ask a question: Who is the culprit in Aattam. Let me explain the layers of Aattam first, and if you are impatient, just scroll down.

Plot Overview

Aattam is a thriller of accusation and betrayal set against the backdrop of a theatre troupe. The plot circles around Anjali, the group’s only female actor, levelling charges of sexual harassment against a newly joined popular movie star in their team.

What starts as a straightforward allegation soon spirals into a complex web of deceit, manipulation, and shifting loyalties, especially when the proposal of a European tour throws the troupe into moral disarray.

The narrative cleverly employs a classic whodunit structure, yet the way it unveils the innate biases and hypocrisy of its characters is what makes it interesting.

How Aanand, wrote each character is truly admirable; for example, the character Aji (the eldest among them): Aanand constructed the character through micro interactions (mentioning phone calls, his mannerisms, etc).

At the same time, Aji’s transformation didn’t go well (someone who doesn’t care about dying suddenly willing to compromise on himself so that he can go to Europe is a bit forced, in my opinion). And all this was just so that he could say what he said at the end.

Finding The Culprit & Theme of Aattam #Whodunnit

Aattam is not about Whodunnit; by the end of the film, if you are just curious to know Whodunnit, then I would say this film is not for you. This film is not about the sinner; rather, it’s about the sin.

It’s like wondering if Teddy Daniels in Shutter Island chooses to live in a lie or faces the truth in the end. The real question isn’t what reality he picks. It’s about Teddy reaching a point where he prefers peace over constant torment, regardless of whether his world is real or made up. So, he makes a choice that might lead him to a lobotomy, showing he’d rather forget than live with the pain.

The movie is sprinkled with so many minor flaws in human interactions, be they judgmental, generalisation based on experience, selfishness, hypocrisy, vigilantism, patriarchal mindset, social influence, arrogance, or demeaning others.

Even in the way he shows patriarchal ideologies in all layers of society, for example, there is a scene where a politician requests Madan’s vote, saying, Come and vote for me with the same finger that you have voted for my father.

By the end, when Anjali says: “നീ ആരാണെന്ന് എനിക്കറിയണ്ട. നീയും ആ 11 പേരും തമ്മിൽ ഇന്നെനിക്ക് ഒരു വ്യത്യാസവുമില്ല”

The director Anand Ekarshi summarises the movie there. But if you are curious to find the culprit from Aattam, I will help you. Scroll down straght to the last sub-heading.

12 Angry Men v/s Aattam

Aattam is very similar to the classic 12 Angry Men, be it the style, theme, and narration. It’s evident that Aanand Ekarshi is highly inspired by 12 Angry Men.

The film 12 Angry Men exemplifies many social psychology theories. This tense, compelling film, features a group of jurors who must decide the guilt or innocence of the accused.

Initially, eleven of the twelve jurors vote guilty. Gradually, through heated discussion, the jurors are swayed to a not-guilty decision. Upon examination, the film highlights social psychology theories in areas of conformity, attitude change, and group processes.

Don’t you think it’s the same structure that Anand is following here?

When the inverter stops working, everyone leaves the house and steps outside due to the heat. Later, when it starts to rain, everyone rushes inside the house. These 2 scenes are one of the few scenes in which background music can be heard.

I think the director Anand Ekarshi wants to emphasise these 2 scenes, to show how we change our stance depending on the situation. The whole team was sure about throwing out Shajon’s character initially, but when the London Trip was introduced, everyone changed their stance.

Climax scene from 12 angry men movie — A scene from 12 Angry Men

A similar scene you can see from 12 Angry Men, where they open the windows because it’s too hot inside, and they open up the windows.

This shows that we humans change our stands as per our needs. This is where, I thought it would have been great if there were a couple of women who initially stood with Anjali and then turned their backs after the European trip offer came, It would better show that most people are hypocrites, not just men.

Attitude Change and Persuasion in the First Half

The central route to persuasion is all about logic and reason. It’s where you convince someone by using strong arguments, evidence, and facts to back up your position.

In the first half, you can see that Madan, Sijin, Jolly and Santosh are doing this.

For example, Sijin asks Madan: “What exactly did she tell you”, or Jolly asks: “So it happened not when she was awake”

Peripheral v/s Central persuasion from AATTAM — Peripheral v/s Central persuasion

The peripheral route of persuasion is the opposite of the central route. It’s a shortcut to influencing someone, relying on indirect cues and associations rather than strong arguments.

It targets our emotions and biases, and doesn’t require much effort from the audience to process. Vinay, Aji, Nandan, Sudheer, and Selvan are following this route.

For example when Nandan says: “He will do it, he always shares bawdy jokes”. or Selvan says: ” A sober mind wouldn’t do such things, it happened becuase they were drunk”. Through the use of non-factual, environmental cues, the sick gentleman utilises the peripheral route to persuasion.

Another important factor is Social loafing. It describes a situation where people exert less effort when working in a group compared to working alone. It’s like slacking off a bit because you think others will pick up the slack.

Prashanth and Jolly are in that stage, where they are slacking off with excuses.

And by the end of the first half, you can see group polarisation.

Imagine you and your friends are discussing a movie. Some might initially like it a little, some might be neutral, and a few might dislike it. Through discussion, those who liked it a little might become more enthusiastic, and those who disliked it might become even more critical. This is group polarisation.

Vinay brilliantly polarised everyone in one direction, by the end of the first half.

Moral Disengagement in The Second Half

Throughout Aattam, you are going to witness a few complexities in human behaviours like Moral Disengagement and Hypocrisy.

What is moral disengagement?

Moral disengagement is basically a fancy way of saying someone talks themselves into believing ethical rules don’t apply to them in a specific situation. It’s a psychological process that lets people act unethically without feeling bad about it.

Moral Disengagement from AATTAM — Moral Disengagement

Moral justification: Coming up with reasons why their actions are good, even if they aren’t. In Aattam, how conveniently the characters brought different reasons after they got to know about the European trip.

Observe how Selvan, Madan, Aji and Jolly. For instance, Jolly, the silent guy in the first half is aggressive and says “Just swallow the story in the whole”.

Euphemistic labelling: Using nicer words to downplay the seriousness of their actions. For example when Madan talks about “Tactile Halluccination” he is trying to nullify her arguments in a sweeter way compared to Santhosh and Sijin.

Discrediting the victim: This involves downplaying the harm caused to the victim or portraying them as deserving of the negative consequences.

For example, Selvan saying about Anjali’s drinking habit, Prashant talking about her relationship with a married man, Sijin talking about her relationship, even addressing her as “Set-up”.

Disregarding or minimising consequences: This involves downplaying the negative outcomes of the action. For example, Vinay saying Anjali ” No one did anything to you, let’s believe it like that.”

I really love that scene where Anjali asked the question to vinay: “If it’s not Hari, who was it? , no one raised this question”. this is where the brilliance of the script, in the beginning, everyone was talking about the punishments, but when they realised it’s not Hari and one among them, they conviniently went through the moral disengagement and forgot the whodunnit part.

Who Is The Actual Culprit: Aattam Ending Explained

If you really want a culprit, let me share some thoughts:

In the final scene of the movie, in Anjali’s drama, the culprit confesses while Anjali is holding a yellow cloth. There is only one character in the whole movie who is wearing a yellow dress. Is that the culprit?

That’s not a rational finding, right?

Okay, one more theory:

Anjali said, there was an intense perfume smell. Guys who fell in the pool won’t have that intense smell.

Jolly, Sudheer, Prashanth and Vinay were the people who didn’t fall in the pool.

Let’s eliminate Vinay, since, he is her lover. Jolly was busy with his video call and was disturbed, so let’s eliminate him.

Now either it should be Prashanth or Sudheer. Sudheer and Prashanth are the ones who got disturbed while hearing this, and went out for smoking.

I believe it’s Sudheer. WHY?

During that party, Sudheer was disturbed by seeing Anjali’s cleavage, that disturbance can be an arousal as well. Sudheer tried to hide the evidence in the first half, without any rationality. Near to the climax, while Jolly is showing the screenshot to others, Sudheer acts like he is seeing the first time. He was in a hurry to establish Hari as the culprit. He consistently avoided involving the police.

Sudheer's key scenes from Aattam which proves that he is the culprit of Aattam — Sudheer’s key scenes from Aattam

Being a smoker, Sudheer knew that Hari kept cigarettes in his car. He likely stole the car keys before the other person retrieved them.

Additionally, Sudheer watched pornography just before the incident. that was revealed later. Madan is asking why Nandhan went to Shajitha’s room, if we place Sudheer in Nandhan’s place, we have an answer: Sudheer might have gone there to see his wife and might have seen Anjali.

So, I believe it’s Sudheer. But let me remind you that the essence of film is not #Whodunnit

“നീ ആരാണെന്ന് എനിക്കറിയണ്ട. നീയും ആ 11 പേരും തമ്മിൽ ഇന്നെനിക്ക് ഒരു വ്യത്യാസവുമില്ല” 👌 { “I don’t need to know who you are. You and those 11 people are all the same to me today.” – Anjali }

8 Movies Which Explain the Ancient Greeks’ Four Types Of Love

The history of Valentine’s Day dates back to the fourth century, when Pope Gelasius 1 declared February 14th as St. Valentine’s Day. So let me introduce the four types of love from Greek philosophy.

1️⃣ Experience: Four Types of Love

Without experiencing the many forms of love, we’ll always feel a little empty.

The ancient Greeks possessed a complex understanding of love that still holds relevance today.

Their lexicon included four distinct types of love: Agape, Eros, Philía, and Storge.

Examples for Four Types of love — Movies Which Share The Experiences

Four Types of Love: Greek Philosophy

❤️Agape denotes a selfless, unconditional love that extends beyond personal desire and encompasses the well-being of others.

It’s selfless, puts others first, and doesn’t expect anything in return. Imagine helping a stranger without expecting thanks, volunteering, or donating to a cause. I hope you have seen the movie Schindler’s List or Malyalam movie 2018.

2018 Trailer

❤️Eros, on the other hand, represents a passionate, romantic love driven by physical attraction and desire.

The “butterflies-in-your-stomach” experience. It’s passion, intense attraction, and physical desire. Think that first crush, the romantic spark, or the thrilling excitement of new love. Think of a movie like Chunking Express or Njan Gandharvan.

Njan Gandharvan teaser

❤️Philía describes a deep, platonic love rooted in mutual respect, shared interests, and genuine friendship.

Experience that “best friend forever” companionship . It’s built on friendship, shared interests, mutual respect, and understanding. Think movie nights with your buddies, deep conversations with an old friend, or the camaraderie of a sports team. Hope you have seen When Harry Met Sally or kannada movie Katheyondu Shuruvagide.

Katheyondu Shuruvagide Trailer

❤️Finally, Storge denotes a familial or parental love that is instinctual and unconditional.

Think the bond between parent and child, the unconditional love you have for your siblings, or the close connection with your grandparents. Hope you have seen the animated movie CoCo (2017) or tamil movie Peranbu.

Peranbu Trailer

Experiencing all these four types of love is vital for a fulfilling life, as it nourishes and enriches our emotional well-being.

Beginning of a Lifelong Romance

We should strive to evoke these emotions in others and elevate them for one another to create a more loving and empathetic society. These four types of love explains the nuances of love. By understanding the nuances of love, we can cultivate stronger, more meaningful relationships that enrich our lives and the lives of those around us.

So, go forth and experience the four types of love — agape, eros, philía, and storge — and embrace the diversity and depth that life has to offer. And remember, if all else fails, a little laughter can go a long way in matters of the heart.

As Oscar Wilde once said, “To love oneself is the beginning of a lifelong romance.”

So, experience all four types of love, evoke it in one another, and elevate it for one another. That’s the key.

2️⃣ Pain & Redemption

At the core of any transformative experience is the element of pain and suffering. Love, in particular, is known for its ability to inspire profound changes in individuals.

The reason for this is simple: transformation requires the shedding of one’s old self, and this shedding process can be painful. In fact, some of the most significant changes we experience are born out of great suffering.

This is why love demands that we surrender ourselves to a little bit of suffering. Whether it’s the pain of rejection, the agony of heartbreak, or the discomfort of vulnerability, these experiences are necessary to spur on the kind of transformation that love offers.

Suffer For It

And it’s not just romantic love that requires this level of surrender. If we truly love our work, our art, or our craft, we must be willing to suffer for it. We must be willing to endure the long hours, the uncertainty, and the setbacks that come with any creative pursuit.

But it’s not just about enduring suffering for the sake of transformation. We must also take the time to reflect on our journey, to understand why we’re here, who we are, and why it matters. Only by embracing the transformative power of love, and by surrendering to the suffering it demands, can we hope to unlock our full potential.

Redemtpion

And so, as we embark on this journey of love and transformation, let us remember that it is not a path for the faint of heart. But if we are willing to take that deep breath and plunge headfirst into the abyss, we may just emerge on the other side, transformed and ready for whatever comes next.

And as the philosopher Friedrich Nietzsche once said, “What does not kill me makes me stronger.”

So, let us suffer a little, and emerge stronger, wiser, and ready to love again.

I recommend you watch Masaan (2015) , Tamasha (2015), La La Land (2016).

3️⃣ Slow & Steady: Mean it

Love is not a commodity that we can buy, nor is it a game that we can play. Love is something that we give, and it’s a reflection of who we are.

Most importantly, it’s a verb, not a noun, it’s an action.

As the ancient Greek philosopher Plato once said, “At the touch of love, everyone becomes a poet.”

Love inspires us to be creative, kind, and compassionate, and it can elevate our lives to new heights. However, if we don’t mean it, we risk losing it all.

Fake it ’til you make it

There’s a famous saying that goes, “Fake it ’til you make it,” but when it comes to love, that’s a dangerous game to play. You can’t fake love, and you can’t substitute it with anything else. As the American author H. Jackson Brown Jr. once said, “Love is when the other person’s happiness is more important than your own.”

If we don’t mean it, we risk hurting ourselves and the people we care about.

So, how can we mean it?

Well, it starts with being honest with ourselves and others. We need to be clear about what we want and what we’re willing to give.

We need to be vulnerable and open to the possibility of rejection, knowing that it’s part of the process.

And we need to be patient and persistent, knowing that love takes time to grow and blossom.

Remember, genuine love is not something that we can fake or substitute. It’s a precious gift that we give and receive, and it requires us to be true to ourselves and others.

As the American singer-songwriter John Legend once said, “Love is not just a verb, it’s you looking in the mirror.” So, let’s be honest, vulnerable, patient, and persistent, and let’s mean it.

I would recommend movies like The Lunchbox (2013), Call Me by Your Name (2017).

Read about How you should read the film: The Lunchbox

So love your Partner. Love your friends, Love your family, Love your life, Love your job.

Your Love liberates your inner strength, and that’s the beauty of it.

So, how was your Valentine’s Day?
Me?
I had a busy day doing some Ad shoot and campaign management for the marketing.
But tonight, after seeing multiple stories and statuses in my SM feeds, I decided to write something on this.

❤️None of us belong here and there’s not enough time. Let’s Live. Love. Learn and Liberate❤️