It is common knowledge in marketing that if you give people what they need you will create a successful product. The corollary is that most successful products will replace something else that was previously thought to be useful. Or, at the very least you can lull the consumer into thinking that (s)he’s better off with the new order of things even if there is no real use being served by the new product.
It is my assertion that the corporate marketing machinery is working in the same way that opiates and placebos work – giving people an apparent cure without creating a systemic change to root out the disease that troubles them. The raging debate created by Satyameva Jayate on TV, and its (debatable) success points toward the same phenomenon. I want to examine both the marketing and social elements of this case. First the marketing.
Why Marketing?
In a cluttered and increasingly jaded content ecosystem on television, marketers are always looking for a stand-out vehicle to communicate their brand. It is no coincidence that in a scenario of identical looking dance & singing contests, glamour injected cricket of dubious quality and downright egregious reality shows, someone was bound to come in with a show dedicated to social issues of a lot more serious nature.
Does the consumer need it? Yes, at least the urban middle class does. In a disenchanted atmosphere where cynicism abounds regarding leaders, political system and even formerly hallowed professions like the military and medical practice, the common masses feel increasingly helpless and perhaps even mentally militant. But there is no assurance from any quarter that something will be done about this terrible mess that the country is apparently in. Even though the Indian public rarely ever takes things into its hands to improve anything, the masses need to know that somebody is doing something about it!
Does the Public Need This?
The marketer has invented, therefore, a paradigm that engages people in a make-believe “wake-up call”. Behind it all is of course the much sought after TRP and the associated benefits to sponsors. A programme like Satameva Jayate is no doubt a risky and diligent effort, but it is at the end of the day a smartly packaged commercial venture for which the marketing guys at Star network deserve accolades. Let us examine how:
- The massification required of social issues is brilliantly done by multi-lingual broadcast across India of problems and ills faced or read about by the common man anchored by arguably the most successful movie star of recent times.
- The “product” shows with scary details how widespread and deep the problem are, and exhorts the common man to be aware about them, creating relevance. At the same time, there are easy ways shown to be involved. Also invariably are shown some heroes and success case studies that create a positive feel that it can be done if only someone did something about it. This gives us what I call the social endorphin.
- Of course, such content cannot be created without sponsorships and brand engagement. So, you have the usual methods of participation via SMS messages from viewers, creation of a theme song with every episode that can be downloaded as a caller tune on your mobiles and shared on Facebook, and even being able to donate for the cause using the money transfer facility on the sponsor’s telecom network. This creates participation and a sense of self worth.
In a nutshell, the programme gives the masses exactly what they need – the assurance that something is being done about the ills of their society, and that somehow they are also participating in the change.
And now for the social element:
What many may fail to see is that such marketing oriented tackling of social issues can work in a way to create more somnolence, and indeed trivialisation of the very issues that the show purports to solve. I had stated earlier that most successful products will replace something else that was previously thought to be useful. In the case of this successful product – the show – there is creation of wider awareness but at the cost of the viewers’ own initiative to personally do something about the issues in their daily lives. When people see others doing something at a large scale, the tendency for an individual is to step aside and let them do it. And if there is a token participation to be done (such as signing a petition with SMS messages), hey, my job is done! And in any case, the issue discussed last week can be forgotten every Sunday, since there is a brand new topic to debate and outrage about after seven days.
At the very basic level, Indians are notorious for minding their own business and caring pretty much for their immediate surroundings. And the smaller the surroundings, the better! Till something shows them how to make change, indeed forces them to make change at the personal level, no such movement can come to any useful conclusion. The Anna Hazare case has already shown us that. Moreover, the loss of innocence and sullying of the intended halo is clear from the cynicism generated about the astounding fee (in crores or rupees) charged by Aamir Khan for this noble cause. Not only that, even the ad rates paid by advertisers to the TV channel are being discussed on social media. It takes a particularly gullible person to look beyond all this and get the warm feeling that all is going to be right because someone up there has started doing something about it all. And isn’t that gullibility a hallmark of our mass public?
What’s even more dangerous is the ridicule that one section of the intelligentsia is heaping on such marketing-supported social initiatives. As if the social issue itself is to be doubted. And these are people who are supposedly opinion leaders of society. Not so long ago, a telecom brand started out to save the Indian Tiger. Recently a consumer goods company launched a campaign to get people to donate their old toys and clothes. And now Satyameva Jayate. If you follow what many millions on Twitter and Facebook are saying and reading, you will detect a derision, a rejection almost, of anything supported by greedy corporations, however noble the idea.
This brings me to the core of the matter. If a corporation or a celebrity gets really serious about solving, or at least participating in social issues, shouldn’t it/he do it without extracting commercial mileage from it? The moment you put it out there to be broadcast, your credibility starts sinking, as also the willingness of real people to do anything real with the issue. The bigger your trumpet, the smaller the impact. Corporate Social Responsibility is most about responsibility, not about quid pro quo publicity.
So, I believe such corporate and profit-making endeavours will end up mortally wounding the chances of real social reforms on a larger scale. Public will become increasingly apathetic or downright cynical because the dream is too large and change too arduous and slow. Marketing will end up killing the social reform agenda.
But till such time we see it clearly, let us all enjoy the show and participate in the chatter.
For, Serious is the new Entertainment.
a very refreshing perspective. for me personally – the show has been a pleasant change from whatever else one gets to see on indian television. You are right about what this could show could be possibly doing wrong. but we need to take cognisance of the fact that that are far more shows which are absolute trash contributing to nothing but lowering our IQs. This show atleast is doing something good as well . Isn’t this the recipe that made Oprah into the brand that she is today – Star Plus and aamir khan are emulating her .
Nice piece, but more of a news report, an analytical one at that.
What I would like to know is – where does the author stand on this issue? Does he approve of the show, the social initiative. Or does he take d cynical escape route, that such shows will be replaced by others n things never have and never will change, so why bother… let’s just ‘enjoy the show and participate in the chatter’?
About the show… If our country can spend crores (of OUR hard earned money) in protecting a captured terrorist who has killed hundreds, I certainly don’t have a problem if Aamir gets paid an insane amount by the channel (which is Not coming from my pocket), provided, whether by intent or a bye-product (I def. think its by intent) the show manages to help even a few people. I feel d money is well spent!
So, then, is this show effective or a placebo, that depends on a person individually. what’s the fiber u r made of? Are you the ecapist, who in a smart move intellectualizes the whole thing and waives it off as a marketing gimmick, a race for TRP, money making strategy (and thus absolves d self of any respoibility) Or , did u at least get stirred? or aware, ki aisa bhi hota hai, that such things don’t just happen to others, d next one could be you.. or get shaken enough to make a resolve that if I see something unjust happening, I will at least try to stop it, because it CAN be stopped, there have been people who have done it.
The relevance of the show? Just imagine, if there’ s a young bride facing dowry problem, an adoloscent facing abuse, watching the particular episode, wouldn’t it be like, doobte ko kinara mil gaya, or at least a ray of hope? there is helpful info given out, helpline nos, real people narrating their real stories… If it empowers even one suffering individual to improve his/her situation, the show is not a placebo! And if new channels and newspapers are to be believed, several impact stories are surfacing where people have already benefitted.
So I bless the show n especially Aamir Khan who is at least doing something about the rotting issues, (even if its just by being on it). May God and d channel double your income, bring you a lot of love and prosperity, as long as you keep up d good work, get on r lazy tails and make us take even baby steps to help ourselves and d society.
Kavita, thanks for your incisive comment. Obviously we all feel strongly about all the issues touched upon by the show. In fact, none of this comes as a surprise to the hardened Indian public. The point is, is a commercial programme enough to create a social change? A well-packaged TV product is likely to generate drawing room and chatroom discussion more than anything. Finally it is upto individuals and perhaps organisational support at the grassroot level to bring the desired change. I may sound cynical, and even though I abhorr the practice, how many unscrupulous people will desist from asking for dowry because Aamir Khan said so? What is needed is stronger enforcement of law at the ground level, for people do not change radically over the short term.
What’s my stand? I like the social awareness that the programme can potentially create. But I don’t like them being sanctimonious about it. Least of all Aamir’s tears!
Fair enough!
But, being the optimist I am hoping that the commercial programme will spark at least a small section of us. If a cleverly crafted commercial can fool educated and aware people like us into buying or vying a product, there’s hope that we can further be ‘fooled’ into influencing each other in right’ing d wrongs of our society, albeit one day at a time, one individual at a time. We just have to keep faith.
This includes expecting and demanding stronger law enforcement in our ecosystem.
After all, who would have thought a country can get freedom without violence, but one wiry, persistent man showed d world that we can. So let’s hope that such debates spawn some hard nuthells who never stop trying!
PS: somebody does need to tell Aamir that his fake tears are wiping out his good intentions
LK, my problem is with your assertion on the core of the matter, namely –
“This brings me to the core of the matter. If a corporation or a celebrity gets really serious about solving, or at least participating in social issues, shouldn’t it/he do it without extracting commercial mileage from it? The moment you put it out there to be broadcast, your credibility starts sinking, as also the willingness of real people to do anything real with the issue. The bigger your trumpet, the smaller the impact. Corporate Social Responsibility is most about responsibility, not about quid pro quo publicity.”
Two points – 1) Why should he do it ‘without extracting commercial mileage’?? When stars are approached for shows on television, it is clearly to capitalise on their mass popularity and gain curious eyeballs to drive ratings, atleast initially. Now the star has a choice to lend his time, presence, appeal to a show that, as you put it, could be an “identical looking dance & singing contest” OR it could be one which may have a deeper relevance to society. Now do we really need to question as to why he is making money from a cause which should be ‘noble’, because we really wouldnt have questioned the ‘commercial’ aspect had he become a judge on a reality show. Its like doing an out n out entertainer (read commercial, crass cinema) or intelligent, thought provoking films which leave you with a message. Do we demand them to do the latter without charging a fee?
2) Had he chosen to speak out against social evils us in any press conferences or through support for evangelists like Anna Hazare, Medha Patkar and the like (which he has done in the past), would the larger population have even noticed, let alone cared? The platform is critical in delivering and more importantly sustaining a message these days in the age of clutter. By ensuring that not just the entire STAR platform accomodated this show and further roping in DD, he has atleast had his voice heard. That i believe was essential for any impact, long or short term.
In the end, I believe as he promised, “Dil pe toh lagi hai”, but for him to catalyse a revolution is asking too much. I think he has made most of us think like the DD adverts of old which used to end with “Zara Sochiye” and if he’s made a few crores while doing it, I’m not going to grudge him that. He could have just signed another
film…..
Thanks for the comment Gaurav. No, I have nothing against anyone making money; my point is just this – social reforms will lack credibility as long as anyone is making money from the agenda. Programmes like SMJ will touch major issues superficially and the outcome will mostly be to build the brand that is Airtel, or Star or Aamir Khan. Yes, it is a thought-through brand building from Aamir’s side too. He is very marketing savvy that way. Hence, I have given the due accolade to the marketing creation of SMJ. But the social aspect will be found wanting because there is money changing hands. That’s my assertion.
By the way, Bharti Foundation runs hundreds of schools in rural India for poor peoples’ kids, spending tens of crores, and they choose not to publicise that effort. They’re probably doing a lot more good with that. How many poeple know this? Just a case in point. Their school programme is CSR truly while SMJ is a marketing tactic.
One needs to probe who is behind Reliance foundation and whats their real motive in promoting this show. It looks like RF is an understudy of diabolical Ford foundation (that tinkers and manipulates US govt and CIA).
SJ seems like an insidious social engineering project with a subliminal propaganda that Indian govt is spineless, Indians are stupid and private organizations like RF (guided by other secretive organizations) can provide better administration and solutions to our social problems. Its an attempt to curtail govt sovereignty, launch mass mind control programs and building leverage.
It is great to learn from different people how is India behaving but the bigger issue are the issues which take centrestage in the discussions which happens in programmes like Satyameva jayate.
Are We Indian ready to listen ?. If We all are listening then what are we doing for the same?. Atleast,Amir Khan, as an actor is doing something for good and yes , what’s wrong if he is been paid for the same?.
The Fact remains that We, Indian. do nothing at end of the day but will talk a lot on these subjects.
I feel pitty on Anna Hazare, who atleast talked about the Biggest issues of our socity i.e Corruption…..it doesn’t mean that correction is within our own boundaries….it is prevelent everywhere but we accept it before getting our basic right of Education/Infra/Food/Housing,etc!!!.
We criticize people and give examples of countries like Singapore but have we every realized how many people are ill-literate & are in BPL?…So it comes to Population finally which is an outcome of Low litracy…..the most Evil thing existing in our society…let’s start doing our Bit for the same.
Rightly said Chief, But i guess Money is important & involved everywhere i guess. No matter how noble people’s thoughts are or how much important a cause they work for, money is always involved. That is debatable of course as Aamir khan being a very popular celebrity and not a social worker.
Personally i like him as an actor, as a individual and whatever he has done so far in his movies. The actor I feel follows his conscience and does whatever he believes in he does. It takes guts for an actor to take the roles that he has in the past and touch upon the sensitive issues & challenges people face in our country. He has made people think differently and more humanly for social issues. And how i look at this new project of his is – “The Initiative is very Bold & Challenging”. He has really takes a big challenge, following his thoughts and conscious, I hope in bringing out this kind of a show to strife to bring about some changes in our social system. No one/ no celebrity has ever taken up a initiative of this sort before.
Today our country faces issues like poverty, social injustice, inequality, corruption, illiteracy, people being deprived of common civic and living conditions, etc list goes on. Today our Dynamic country represents’s two faces to the world. One is of a superpower on the rise and on the other hand, within our country basic things / issues are so widespread. I sincerely hope his shows to bring out drastic changes in our system, people of our country, Govt need to think, social institutions, etc to act and start to change things. Yes we all need to stand up and learn to start saying No to things not acceptable.
Yes he might be charging exorbitant sum of money for the shows, that’s his call. Ideally the perfect thing for him to do would be to donate some % of the money he makes to some charitable institutions, etc and if he manages to do so he would be known as the perfect Indian and would be even more highly respected.
Maybe I will pass him this suggestion to donate some…:)