What To Watch on OTT: October 25, 2024

What are the OTT releases, this week? With so many releases across platforms, here are 4-5 picks that I think are worth checking out. Do Patti, Aye Zindagi, Swag, Meiyazhagan and Gaganachari❤️ are my suggestions. Why I pick those; scroll down to read more.

Do Patti: A Thriller That Promises More Than It Delivers

Platform: Netflix
Director: Shashanka Chaturvedi
Cast: Kajol, Kriti Sanon, Shaheer Sheikh, Tanvi Azmi, Brijendra Kala, Vivek Mushran

Do Patti Trailer

Plot Synopsis: Do Patti

Do Patti is a movie about crime, drama, and emotions. The story is about two twin sisters, Saumya and Shailee (both played by Kriti Sanon). Saumya is kind and gentle, but she is mistreated by her husband, Dhruv (Shaheer Sheikh). Her twin, Shailee, is clever and competitive. She always tries to be better than Saumya and even tries to ruin her sister’s love life.

When Saumya says that Dhruv is trying to harm her, a tough cop named Vidya Jyoti (played by Kajol) steps in to investigate. As the story moves forward, secrets are revealed about the troubled relationships between the sisters and Dhruv, leaving the audience wondering who is telling the truth.

The movie begins with lots of twists and interesting moments, showing the rivalry between the sisters and Saumya’s struggles with her husband. But as the film goes on, the story slows down, and the fight for justice feels too long by the end.

Highlights: Do Patti

❤️ Kriti Sanon delivers an impressive double role, portraying two distinct personalities with depth and flair.
❤️ Kajol shines in moments, playing a no-nonsense cop with hints of vulnerability.
The screenplay falters towards the end, stretching the narrative and losing its earlier momentum, with a lot of scenes having no significance to what the makers actually intend to say.
❌ In my experience, music is the biggest problem here; it lacks impact, especially at some key emotional moments.

Gaganachari: A Sci-Fi Comedy with a Nostalgic Touch

Platform: Amazon Prime
Director: Arun Chandu
Cast: K.B. Ganesh Kumar, Gokul Suresh, Aju Varghese, Anarkali Marikar

Trailer: Gaganachari

Plot Synopsis: Gaganachari

Gaganachari is a quirky sci-fi film set in a dystopian Kerala of the 2040s. The story follows Victor (K.B. Ganesh Kumar), a former national hero known for hunting aliens, now hiding in a bunker with his eccentric companions, Alan (Gokul Suresh) and Vaibhav (Aju Varghese). Life takes an unexpected turn when an alien named Eliyamma (Anarkali Marikar) arrives at their bunker, forcing them to avoid authorities and stay out of trouble.

The film uses humour and nostalgia to explore life in a post-apocalyptic Kerala, mixing in references to 80s and 90s Malayalam cinema. As Victor participates in a documentary interview, we glimpse the struggles of Kerala’s citizens—where governments monitor people, right-wing activists patrol the streets, and synthetic ‘geef’ replaces beef. Gaganachari cleverly balances light-hearted moments with deeper themes like climate change and authoritarianism.


Highlights: Gaganachari

❤️ K.B. Ganesh Kumar delivers a hilarious performance as Victor, bringing charm and energy to the role.
❤️ Gokul Suresh surprises with excellent comic timing, while Aju Varghese adds to the fun with his witty lines.
❤️ The nostalgic references to Malayalam cinema are a treat for fans, adding a unique flavour to the story.
❌ Some jokes may feel too niche, limiting appeal for those unfamiliar with Malayalam culture.
❌ The plot can feel scattered at times, with moments that slow down the film’s pacing.

Meiyazhagan (Sathyam Sundaram): A Soulful Journey into Emotions

Platform: Netflix
Director: C. Prem Kumar
Cast: Karthi, Arvind Swamy, Rajkiran, Sri Divya, Devadarshini, Jayaprakash

Trailer: Meiyazhagan

Plot Synopsis: Meiyazhagan

Produced by Jyothika and Suriya under 2D Entertainment, Meiyazhagan follows the emotional journey of Arulmozhi Varman (Arvind Swamy) as he returns to his home town. A one day visit for his cousin’s wedding in 2018 takes an unexpected turn when Arul encounters a distant relative (Karthi) he struggles to recognise. What begins as a reluctant reunion blossoms into an unlikely bond, full of warmth, nostalgia, and a little humour.

While it may not resonate with audiences as deeply as 96, Meiyazhagan stands out as a reflective character study. It brings together two remarkable actors in a film that feels both intimate and grand, making it a must-watch for those seeking a heartfelt cinematic experience.

Why You Should / Should not Try Meiyazhagan (Sathyam Sundaram)

Highlights:
❤️ The chemistry between Arvind Swamy and Karthi shines, giving life to a story about rediscovery and relationships.
❤️ Karthi’s mischievous character and Swamy’s transformation make for heartwarming performances.
❌ At 178 minutes, the film feels a bit stretched, its ending may seem predictable, and it doesn’t hold a universal appeal (as in ’96’) in the second half because of deep Tamil centric narratives.

Hitler: An Old-Style Vigilante Movie That Falls Short

Platform: Amazon Prime
Director: Dana SA
Cast: Vijay Antony, Gautam Vasudev Menon, Riya Suman, Charanraj, Redin Kingsley

Hitler Trailer

Plot Synopsis: Hitler 2024

Hitler follows Selva (Vijay Antony), who balances a new romance with Sara (Riya Suman) while getting involved in a political crime spree. Meanwhile, Deputy Commissioner Shakthi (Gautam Vasudev Menon) investigates a series of murders linked to a corrupt politician, Rajavelu (Charanraj). As expected in any vigilante script, the story brings together these two seemingly unrelated plots with a predictable twist.

Hitler feels more like a nostalgic nod to vigilante classics of the past than an original action thriller. It borrows heavily from familiar templates, resembling films like Gentleman, which ironically starred Charanraj too. The attempt to add intrigue with misdirections and subplots doesn’t hold, as the narrative struggles to find fresh ground.

Highlights of ‘Hitler 2024’

❤️ Riya Suman’s character is well-integrated into the plot, going beyond a mere love interest.
❌ The plot feels outdated and predictable, offering little excitement.
❌ Vijay Antony’s inconsistent portrayal of Selva fails to create emotional resonance.

SWAG: A Bold Experimental Satire on Gender Dynamics

Platform: Amazon Prime
Director: Hasith Goli
Cast: Sree Vishnu, Ritu Varma, Meera Jasmine, Goparaju Ramana, Daksha Nagarkar

SWAG Trailer

Plot Synopsis: SWAG

In Swag, Hasith Goli brings a non-linear narrative that traverses between the 1550s and the present, tackling themes of gender, power, and identity.

Back in 1551, Queen Rukmini Devi (Ritu Varma) ruled a kingdom that followed matriarchal traditions, where baby boys were not allowed to survive. One of her decisions brings a curse on future generations, leading to a treasure hunt in the present.

In today’s world, Bhavabhuti (Sree Vishnu), a clever police officer, tries to claim the family’s treasure but lacks the needed proof of his lineage. He is joined by Singareni, a social media star, and Anubhuti (Ritu Varma again), a civil engineer, as they all compete to inherit the treasure. As the story develops, we uncover family secrets and see how gender roles have shifted over time.

Swag is more than just a satire on the battle of the sexes—it’s an exploration of gender equality, told through quirky characters and complex storylines.

The film’s experimental approach, blending farce with theatre-like absurdity, might not be for everyone, but it ultimately rewards those willing to stay with it.

Why You Should / Should not Try SWAG

❤️ Sree Vishnu’s dynamic portrayal across multiple characters is a major highlight, particularly a surprising role revealed just before intermission.Ritu Varma and Meera Jasmine add emotional weight with their performances.
❤️ This is not a typical Tollywood movie; it’s an outside-the-box thought process and will be a different experience for most film enthusiasts.
❌ The multi-layered narrative can feel confusing, especially with several timelines and characters to track.
❌ The second half has moments that drag, testing viewers’ patience.

Aye Zindagi: A Heartfelt Tale with Missed Opportunities

Platform: Zee5
Genre: Drama, Heartfelt
Cast: Revathy, Satyajeet Dubey, Shrikant Verma, Mrinmayee Godbole, Hemant Kher

Aye Zindagi Trailer

Plot Synopsis: Aye Zindagi

Based on a true story, Aye Zindagi follows the journey of Vinay Chawla (Satyajeet Dubey), a 26-year-old software engineer battling liver cirrhosis. He travels to Hyderabad for treatment, where he meets Revathi Rajan (Revathy), a grief counsellor whose role is to convince families of brain-dead patients to donate organs. As Vinay confronts his illness, an unexpected bond forms between him and Revathi, touching on themes of hope, second chances, and survivor’s guilt.

Set in a time when liver transplants were rare and organ donation was still gaining traction in India, the film seeks to explore the emotional complexities of illness and loss. However, the narrative falters in delivering the depth the story deserves.

Highlights: Aye Zindgi

❤️ Revathy delivers a moving performance, carrying the emotional weight of the film.
❤️ The themes of hope and renewal are well-intentioned, though not fully realised.
❌ The plot feels disjointed, with several illogical decisions and underdeveloped characters.
❌ Satyajeet Dubey’s performance lacks the emotional impact needed for his role.

Other OTT Releases

The Legend of Hanuman – Season 5

Platform: Hotstar
Cast: Sharad Kelkar, Damandeep Singh Baggan
Release Date: October 25
Genre: Mythology, Animation, Adventure

In the last season of The Legend of Hanuman, we saw the heroic Hanuman battling Kumbhakaran and Indrajit, saving Rama and Laxman from Patal Lok. This season, Hanuman returns in his Panchmukhi Avatar, taking on five powerful forms representing different Gods and directions. As new challenges arise, Hanuman embarks on a deeper journey of self-discovery, facing trials that test both his strength and wisdom.

For more updates on movies and theatrical releases, click here.

Level Cross Explained: Breaking Down the Characters and Symbolism

Level Cross, 2024 Malyalam thriller directed by Arfaz Ayub, from Jeethu Joseph School, presents an intricate web of human emotions, twists, and symbolic visuals. If you walk away from the film with an open-ended climax or confusion, then you should read this; here I am explaining the ending of Level Cross along with the metaphors.

The film’s multi-layered story and subtle hints invite deeper exploration. This post might change how you see it, and you might play it again. If you’ve already decoded the hidden details, see if I’ve captured your observations as well.

1. The Opening and Setting as a Reflection of the Psyche

The film’s opening sets the tone, describing the setting as a space beyond time and reality. The film begins with a statement that the setting is “beyond time and space.”

The barren desert where Raghu (Asif Ali) serves as a gatekeeper is not just a remote landscape—it mirrors the emptiness and isolation within his psyche. The film asks viewers to question whether the events they see are real or delusions born from Raghu’s mind.

2. The Delusions and the Donkey: A Hint of False Narratives

In the initial phase, Raghu talks to a donkey, but we never see the animal from a shared point of view. The donkey seems to exist only in Raghu’s mind. Amala Paul’s character (Shikha) looks for with Asif Ali is talking but finds nothing, confirming it is imaginary. This suggests that Raghu is experiencing delusions.

Raghu claims he has goats and hens, but we never see them. The cages are empty, and the only trace of animals is a few feathers. 

However, we do glimpse a dead cattle, which might belong to the original Raghu. This creates further doubt about Raghu’s stories, hinting that the life he describes is not entirely his own.

Psychotic individuals often create alternate realities to escape guilt, trauma, or self-loathing. The audience is never sure if events are real, symbolic, or figments of Raghu’s imagination—reflecting how fractured his sense of reality has become.

3. Medals: A Grim Tally of Murders

The medals Raghu wears on his shirt and pins on the wall near the well represent the people he has killed. During the title credits and in the end while Shikha carry water, We can see many medals over the wall at the ghost village, that hints Raghu aka George might have killed many in that village.

Then there are five medals on his shirt. In the final scene, we can see 7 medals, that means seven victims by the end: his ex-girlfriend, her husband, their two children, Zincho, Chaithali (Shikha), and possibly the real Raghu (Indrans).

Two of the medals have new copper wires, suggesting recent additions to his list of victims. This visual clue hints that Raghu’s killing spree has continued over time and each medal represents a victim.

4. Chaithali and Zincho: Competing Narratives

Shikha tells Raghu that she is a psychiatrist and is escaping from her drug addict abusive husband Zincho. Later, Zincho claims that Shikha was his psychiatric patient, a dangerous psychopath, and a drug addict.

Both stories are suspicious, leaving the audience to wonder which version is true.

This narrative ambiguity makes it difficult to trust any character completely.

The Virtual image of Zincho while Shikha narrating her version

If you observe closely when Shikha narrates the story, we can see people in the frame, and it’s more lively. When Zincho narrates the story the frames are empty and dry.

5. The Real Raghu: A Stolen Identity

It is implied that Asif Ali’s character (George) killed the real Raghu (Indrans) and took over his life as a gatekeeper. The life he describes—living with his mother, farming, and rearing animals—might actually belong to the original Raghu.

This adds another layer of deception to the story, making it clear that George aka Raghu has been living a stolen life.

6. Upside-Down Monster: Raghu’s Transformation

Asif Ali tells Amala Paul about an upside-down monster that once terrified the nearby village, forcing the residents to flee. Later, when She sees Asif Ali at the well, the camera angle is upside down, hinting that Raghu himself might be the monster. 

This idea is reinforced in the post-credit scene, where the inverted camera perspective suggests that the monster now resides within Raghu.

The upside-down angles in these scenes hint at a dissociative mental state. Dissociation is a psychological defence mechanism where an individual detaches from reality to cope with trauma or guilt.

The monster that walks upside down could symbolise Raghu’s fractured self—his transformation from a man seeking redemption into a murderer. This shift suggests the collapse of identity under the weight of unresolved emotional trauma.

7. The Final Confrontation and Betrayal

When Zincho finds Shikha and tries to take her away, Raghu helps her escape by killing Zincho. However, Raghu later discovers a medical prescription in Zincho’s pocket, confirming that Shikha lied—she was the dangerous one. Enraged by her betrayal, Raghu kills Shikha and buries both her and Zincho.

Finally, he kept that prescription along with Raghu’s ID card. The next shot is the addition of two new medals. This act marks the completion of his transformation into a cold-blooded killer. And the movie ends with an inverted frame.

That final inverted perspective, suggests that Raghu (now revealed as George) has accepted the monster within. The monster is not an external being but the manifestation of his guilt, regret, and emotional scars.

This aligns with Carl Jung’s concept of the shadow self—the darker side of one’s personality that must be confronted and integrated to achieve wholeness. Raghu’s failure to confront his shadow leads to his full transformation into the very monster he feared.

The Psychopath and the Sociopath: Raghu and Shikha’s Psychological Profiles

The characters of Raghu and Shikha present traits of two distinct psychological conditions—psychopathy and sociopathy. Shikha (if Zincho’s version of events is true) exhibits traits of a psychopath: calculated, manipulative, and devoid of empathy.

On the other hand, Raghu’s emotional outbursts, impulsive killings, and need for emotional validation align more with sociopathic tendencies. Their relationship highlights the blurred lines between love and manipulation, sanity and madness.

The Real Story of Level Cross: My POV

George, begins his story with a series of brutal murders. He kills his ex-girlfriend, her husband, and their two children in a fit of rage. After committing these murders, he escapes and assumes a new identity. 

It is implied that he encounters the real Raghu, a gatekeeper working at a remote level crossing, and kills him to take over his life and role. After Raghu, he might have killed many in the village. 

At present, living in isolation as George, George hides from society, carrying the weight of his crimes and sinking into emotional emptiness.

Despite his psychological struggles, he maintains his monotonous existence as a gatekeeper in the barren desert, haunted by loneliness and regret.Then one day he met Shikha, and the rest is what we are seeing.

George’s desire for a normal life shines briefly when he meets Shikha aka Chaithali, but her betrayal leaves him with no hope, pulling him deeper into madness and violence.

Final Thoughts: The Thrill of Decoding the Layers

Level Cross may not offer the dramatic payoff of more conventional thrillers, but it delivers a uniquely unsettling experience. The film’s exploration of unreliable memories, emotional scars, and inner demons reflects the complex nature of the human psyche.

While the narrative oscillates between different perspectives, leaving some viewers frustrated, it also opens the door to deeper engagement.

So, was Raghu always the monster, or did circumstances turn him into one? Share your thoughts—perhaps, like the film itself, your interpretation will add another layer to this fascinating story.

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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.

Example of Framing

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: Decoy Effect example

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.

Example for use of Priming in Agoda

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.

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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.

Saripodhaa Sanivaaram Title card

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.

Nani & Priyanka Mohan

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?).

S J Suriyah as C I Daya

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.

Nani as Suriyah

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.

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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.

Mr.Bachchan Title Card
Mr.Bachchan Title Card

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.

Ravi teja Title Card: Mr. bachchan
Ravi teja Title Card: Mr. bachchan

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.

Song Shot from Mr.Bachchan
Song Shot from Mr.Bachchan

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

  1. Sathya and his comedy track with Sachin Khedekar
  2. A surprise cameo in the second half
  3. The climax twists and fights
  4. Bhagyashri and her cuteness-overloaded songs
  5. Retro song recording sections—probably the best comedy track of the film
  6. Reference episodes to Amitabh Bachchan movies
  7. 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 (1941- 2021)

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
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.

Image Credit: Statista
Image Credit: Statista

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.

Image credit: Fortune & Bloomberg
Image credit: Fortune & Bloomberg

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.

Glitch game sign up page
Glitch game sign up page

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.

Insta/livlovlealib

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.