Someone asked a marketer whether he is a proud Indian…

Finally its India’s 67th independence day and unlike many individuals in office who see it as just another holiday, I see it as an opportunity to learn – An opportunity to learn about a different breed of humans – who rarely speak (pun intended). I am definitely going to witness the guy hosting the flag on the red fort and more importantly see him summarize the entire year’s update all at once.

Though I thought I would borrow a voice recorder or a camera from a colleague in office and record the event but I am told that spectators are not allowed to carry anything. I wished they allowed me to carry at least one device on which I could have somehow ‘shown him’ that no matter you speak or not there were and are Indians who have made the world hear them.

Needless to say that we have proved our mettle in sports, science and technology (especially software) in the past, but there are some unsung heros in the field of Management who need a mention this independence day.

An Indian shook up Justice Theory which was considered unbeatable, another Indian crafted most effective business strategy to fight low cost rivals, 2 Indians feature in the list of world’s top ten management professors and there are another ‘n’ number of examples where individuals have made themselves heard around the globe.

If you look at the most celebrated Management Gurus in the world, you would realize how Indians have made a mark.

Amartya Sen (Harvard University); Vijay Govindarajan (Tuck Business School); Pankaj Ghemawat (IESE Business School); Tarun Khanna (Harvard Business School); Jagdish Sheth (Goizueta Business School); Nirmalya Kumar (London Business School); Nitin Nohria (Harvard Business School); Bala Balachandran (Kellogg School of Management); Jagdish Bhagwati (Columbia University) and Ram Charan are a few Indians about whom you should definitely Google and read.

It’s not that Indians are only good at preaching. Indians are increasingly rising to the top of global corporate ladders and just 10 of them are together managing business worth over $400 billion — an amount nearly double the total exports from India in a year.

Anshu Jain (co-CEO, Deutsche Bank); Indra Nooyi (PepsiCo Chairman and CEO); Vikram Pandit (CEO, Citigroup); Sanjay Jha (CEO, Motorola Mobility); Ajit Jain (CEO, Reinsurance Division, Berkshire Hathaway Inc); Shantanu Narayen (CEO, Adobe); Harish Manwai (COO, FMCG giant Unilever); Rakesh Kapoor (global CEO, Reckitt and Benckiser); Ajay Banga (CEO Mastercard) and Arcelor Mittal chairman Lakshmi N Mittal are another set of people about whom one should Google and read.

Almost all the leaders have navigated the organization through deep turmoils and made it reach the shore successfully. For example- Vikram Pandit was asked to head $111-billion Citigroup at a time when it was deep in financial crisis and he has successfully handled a turnaround.

I am sure life story of these personalities (Do Google their names to read more about them) would make you believe that history is written with an attitude and will to write it. So what if my country ranks low in the Human Development Index, so what if we rank low on the literacy rate, so what if we have poor infrastructure and so what if we have a shabby governance led by a numb leader but we also have world’s youngest population which ranks highest in zeal of entrepreneurship amongst developing nations – does infrastructure, literacy, governance still matter ??

Go spread your wings.. Happy Independence Day…

Ford Ecosport Recall – Denting PR after the ad fiasco

Ford has recalled around 1000 vehicles of the much fan fared Ford Ecosport within two weeks of its launch. After the ad fiasco, an incident which didn’t even subside fully, this recall after the launch might hit the company and reflect on their balance sheets.

Ford Ad Fiasco

Earlier this year, a series of controversial advertisements made by the WPP subsidiary JWT India for Ford Motor shook up the Ford country unit. The ads, which featured cartoons of women bound and gagged in the trunk of a Ford Figo, prompted the resignation of industry veterans and the entire creative team at JWT India

The advertisements in question were never used for a Ford campaign, but were uploaded by JWT employees on Ads of the World, an international advertising Web site which gives awards for ads submitted by users. They have since been removed from the Web site. Soon after posting, they spread quickly through social media and attracted criticism for their sexist message, particularly as India grapples with numerous high-profile incidents of violence against women.

Ford Ecosport Recall

Not much after the ad fiasco, Ford has now recalled the diesel variant of the Ecosport. Ford has cited concern regarding the current positioning of a Glow Plug module, which is used for regulating the functioning of a glow plug. (A Glow Plug is a heating device used to aid in the starting of a diesel engine. It is an external component fitted to a diesel engine to warm the engine’s combustion chamber so that the fuel burns efficiently).

The Glow Plug module is located near the front bumper of the compact SUV. The module will now be remounted in a more protected area within the engine bay to avoid the component from catching moisture.

The After Effects

Though the ad fiasco may only reflect only on their ‘Goodwill’ in the books but the Ford Ecosport recall may very well reflect on the Sales numbers.

The recall issues as stated by the company is ‘small’ and might not be enough to fire someone as in the case of JWT but the after effects of recall might be much more severe.

As the fan fared launch made it to the headlines amongst all leading publications, the recall will too be denting all sweet spots of PR. Ford will definitely try to present it with as much euphemism as possible but the bottom line is that recalls stay in the mind of consumers for long and might stay there while zeroing down their purchase decision. So this time, its is not only about ‘Goodwill’ but it’s also about the ‘Sales’ numbers.

For Ford, the EcoSport is billed as the comeback vehicle to build its presence in the Indian market. The development is expected to be a setback for the US car maker, which has bet on the vehicle. This is the second major recall from Ford India. It recalled 1.28 lakh units of Figo small car and Classic sedan in August of 2012 on a steering and rear suspension issue.

Idea Cellular TVC – The Honey Bunny Song – Example of Confused Positioning

Recently I came across a new approach by Idea Cellular in their advertisements which made me think about routes telecom service providers are following to communicate effectively to the customers.

As I see a bigger picture, advertising among all Indian telecom service providers have followed a particular theme/rendition coupled with a gradual change over a period of time. They either focus on the customer base they operate in or keep a sync with a particular campaign they are focus on or matching requirements in the current market scenario.

Though these phases of advertising have been close but rarely overlapping for each brand.

Picking up Airtel, the brand never talks about a lower call rate, or better network coverage or a better customer support but instead it focuses on the human touch behind connecting to people. Through effective campaigns like ‘Har ek friend zaroori hota hai‘ and ‘Jo tera hai woh mera hai‘ Airtel has touched the heart of millions.

Reliance, in their ads talk about being cost effective all the time. Low cost, reduced bills, customized plans are some aspects the play round.

Vodafone is my favorite the way they have followed a phased approach. The brand talked about cost effectiveness (through Irfan Khan ads), effective coverage (the pug series of ads) and various propositions (via the Zoo Zoo ads). As you read the last line, you can recall all the three series of ads. Thats what an effective campaign leaves you with.

But when I see at Idea Cellular, I am confused and unable to draw any strategy which they might be following. On one hand they talk about What an Idea Sirjee which has been their flagship series of ads starring Abhishek Bacchan. On the other hand, they launched festival specific ads where they targeted 3 festivals – Diwali, Eid and Christmas. It wasn’t odd till I came across a new set of ad ‘Honey Bunny Song’ much before Christmas arrived. I was expecting the festive season Christmas ad to be running solely at least till Christmas. The Honey Bunny song would have been an awesome launch in New Year.

Above all, all the 3 genre of ads are running simultaneously on AIR. Come on !!! Can telecom service providers buy so much AIR time especially when their ARPU (Average Revenue Per User) is down like never before and Spectrum costs are as if you are buying the rainbow. Airing all 3 ads creates confusion among audiences as all 3 have no common message.

As I see it, Honey Bunny Song is just an attempt by Idea Cellular to get one of their assets viral. I don’t deny that the song is not catchy, but could have been launched at a better time, may be New Year 2013.

Anyways, wishing Idea Cellular’s team good luck and hope that the song reaches the tipping point like a Gangnam Style or a Kolaveri Di which looks tough with the kind of video the song is coupled with.

Check out the lyrics and video of ‘The Honey Bunny Song’ HERE

Beware : Tricks marketers use to make you spend more

On a recent visit to a refurbished supermarket I was surprised to see a bakery right at the entrance. What it clearly told me was that Indian retail was finally catching up with its global counterparts when it comes to marketing.

Now you might like to believe that having a bakery as part of a supermarket is a perfectly natural thing. But there is more to it than what meets the eye.

So why do most modern supermarkets have bakeries right near their entrances? Martin Lindstrom has the answer in his book Buyology How Everything We Believe About Why We Buy is Wrong.As he writes:

“Not only does the fragrance of just-baked bread signal freshness and evoke powerful feelings of comfort and domesticity, but store managers know that when the aroma of baking bread or doughnuts assails your nose you’ll get hungry—to the point where you just may discard your shopping list and start picking up food you hadn’t planned on buying.Install a bakery, and sales of bread, butter, and jam are mostly guaranteed to increase. In fact, the whiff of baking bread has proven a profitable exercise in increasing sales across most product lines.”

In fact Lindstrom even points out that some Northern European supermarkets don’t even bother with setting up bakeries: they just pump artificial fresh-baked bread smell straight into the store aisles from their ceiling vents. In some cases a florist shop or a cookie store comes into play. “Smell and sound are substantially more potent than anyone had even dreamed of…All of our other senses, you think before you respond, but with scent, your brain responds before you think,” writes Lindstrom.

Music also has a role to play in this. Ever wondered why supermarkets generally tend to play soothing music? This is to slow down the consumer so that he takes time to look around the items in the supermarket.

And this is not the only trick that supermarkets, malls and companies use to get you to buy more than what you may need and even things you may not need.

Another favoured trick is to offer something extra free rather than pass on an equivalent decrease in price to the consumer. Now this sounds a little complicated, so let me explain this through an example that Akshay R Rao, a marketing professor at the Carlson School of Management, University of Minnesota puts forward.

Imagine that I am selling coffee beans, and I offer you 100 beans for Rs 100 on a normal day. Then, one day, I offer you a 33 percent discount, so you receive 100 beans for Rs 67. On another day, I offer you 50 percent extra (or free). You now get 150 beans for Rs 100. But, I impose no limit on how many or how few coffee beans you can buy on either day. So, on the day in which I offer 50 percent extra, you could quite easily have bought 100 beans for Rs 67! Yet, most people prefer 50 percent more to a 33 percent lower price, even though the two options are economically equivalent,” said Rao.

This inability of the consumers to distinguish between the options is exploited by businesses. Bookstores often resort to this trick. As Paul Ormerod writes in Positive Linking –How Networks Can Revolutionise the World:

“Marketers observed…that discount offers such as ‘buy one, get one free’ or ‘three for the price of the two’ – a concept I am very keen on because this is how bookstores often package up their offers—tend to be more effective in boosting sales than the exact equivalent price reduction on a single purchase. The amount of money which is paid for the bundle of products is identical in each case, but more will usually be bought if they are packaged under an offer than if there is a simple equivalent reduction in the individual prices.”

Another trick used to great effect by retailers is contrast effect. It has been put to great use by retailers to increase the attractiveness of certain products. A 1992 research paper written by Itamar Simonson and Amos Tversky shows this through an example of a retailer who was selling a bread-making machine. The machine was priced at $275. In the days to come, the company also started selling a similar but larger bread-making machine. The sales of this new machine were very low. But a very interesting thing happened. The sales of the $275 machine more or less doubled.

As an article on the website of the Harvard Law School points out, “Apparently, the $275 model didn’t seem like a bargain until it was sitting next to the $429 model.”

This is a trick used by retailers all over the world to great effect. By displaying two largely similar but differently priced products, the sales of the product with the lower price can be increased significantly by making it look like a bargain.

Retailers often use this trick to promote their own brands by placing their own cheaper products against more expensively priced other brands. Tim Harford points this out in his book The Undercover Economist: “In Dalston, Sainsbury’s (a big retailer) own brand of fresh chilled juice was sitting next to the Tropicana at about half the price, and the concentrated juice was almost six times cheaper than the Tropicana.”

You would be surprised to know that malls and supermarkets are even built in a way so as to encourage people to shop more. In a multi-floor store, typically the women’s apparel are on the first or the second floor. This is because women are likely to go the extra distance to shop for something than men. Also, a lot of things that can be bought instinctively and do not require much thought are placed near the payment counter so that people can almost pick them up mindlessly while waiting to make the payment.

In fact, the reason why most food courts are on the top floor of the mall is because the retailers want you to buy more and pick up things you hadn’t planned to. This is done by ensuring that in order to reach the food court you have to go through the length and the breadth of the mall and in the process you might pick up something along the way. The smarter individuals might just take the lift to the food court. But then once a person reaches a mall the tendency is to loiter around for a while. This also explains why there are multiple escalators in a big retail store or a mall. This is done to ensure that once you are in the mall you go through a large part of it.

Supermarkets use the same logic and ensure that essential items like wheat, rice and vegetables are placed inwards in the store. This is to ensure you go through the entire store and thus increase your chances of picking up something you hadn’t planned to. The next time you are at a big supermarket try buying an essential item like milk and see the sections that you pass through by the time you have found the carton you are looking to buy. Chances are you might find chocolates and other junk food along the way.

Supermarket shelves are also strategically planned. The more expensive items are typically around the middle shelves to ensure that they are at the eye height of the consumer. The cheaper products are usually right at the top or at the bottom. This ensures that a consumer might just be lazy and buy the expensive product.

There is also a psychological aspect at play. The supermarket, by placing the expensive products in the middle, is trying to project it as a quality product in comparison to the ones placed at the top or the bottom shelf.

So the next time you are at a supermarket or a mall be aware of these tricks and don’t get caught in the trap of buying things you did not plan to in the first place.

(This is a replicated article with my inputs. Article flow credit goes to the original writer)

Look What A Good Idea Can Do !! (Why Facebook Bought Instagram ?)

On April 8, a small company changed its fortunes forever. Instagram was started two years ago, but on 8th April 2012, it became more valuable than even The New York Times. The reason being Facebook acquired it for $1 billion few days back; causing quite a flutter among industry watchers. Why did it invest so much in a company, which hardly made any profits, is a fresh start up, and to top it all, is just an ‘app developer’ and its claim to fame is a ‘photo-sharing’ application that it developed for the iPhone? Add to this the fact that it does not even have a website to call its own, for all its features are designed for the mobile phone.

Well, there is more to it than these obvious facts. Instagram may just be an application for the mobile phone, but it has been downloaded by 50 million users, and that is something worth noticing. Though still much smaller than Facebook, the power of this company lay in its idea. Instagram is about photo sharing, but so is Facebook. However, Instagram is only mobile phone-based and Facebook’s revenues through its mobile application are zilch. Mark Zuckerberg saw this as a huge opportunity to make Facebook’s presence stronger in the mobile sector. When Zuckerberg started, it was all about the web. Today, who cares about the web? It all happens on the mobile phone, and Mark knows it best. So for a company that was valued at $500 million a few weeks back, Zuckerberg did not hesitate to double his offer and as expected, the young founders of Instagram – Mike Krieger and Kevin Systrom – found it irresistible and sold it. A simple idea of sharing your sometimes grainy mobile photos and making them works of art by using an application is today worth $1 billion. That’s what a good idea can do, and that’s exactly what it did for Instagram; a 551-day-old profitless tech startup!


Good ideas make you rich but not the reverse. As William Cameron said, “Money never starts an idea, it’s the idea that starts the money.” If you have an idea that came out of your passion for something and not for the objective of making money, it’s going to make you a lot of money, for that’s what makes legends. Not just the knack of inventing and creating new ideas but even the ability to identify the potential of new ideas is what makes businesses successful. A genius is someone who can make use of the simplest of ideas. In fact, the simpler an idea, the more profitable it is. Think about ‘Hotmail’, a simple idea of sending mails for free over the internet, which made its founder Sabeer Bhatia richer by $400 million back in 1997. PayPal, a simple idea of making payments online, made its founders richer by $1.5 billion when eBay bought it. Instagram, the most recent company creating waves, is also a simple idea. In fact, it’s not even a new idea, for Flickr does the same; just that it’s for the web while Instagram is for the mobile. Flickr also made money for its founders when it was bought by Yahoo! a few years back

A successful businessman is one who keeps an eye open for ideas with potential. When eBay acquired PayPal, it saw a potential and today, Paypal is contributing in revenues as much as eBay’s core business. Something similar is what Mark Zuckerberg saw in Instagram. Those were not the profits of the company but its potential to grow which attracted him to it; for no one understands the model of establishing an audience before generating sales better than him. When he made Facebook in his Harvard dormitory, he wanted it to become popular, to be liked by youngsters and not make money. Instagram, too, was made with the same philosophy and is loved by its users. They love it so much that they would not move to any other application easily. Love is what makes the world go round; surprisingly, even the business world, and no one knows it better than Apple. It is most loved, has a cult-like following and its consumer base is most loyal. Michael Dell once said that Apple should close down while it still had something to return to its investors. This same company today has passed Exxon-Mobil as the world’s most valuable company and has bigger financial reserves than the US government! For a company that many thought would close down soon, it’s not done too bad. Even though Steve Jobs is no more with us, but the world will not forget him for his iPad. It was a new way of looking at the dying market of tablets. Thanks to the iPad, the tablet market is the most thriving one with new consumers being added every day.

In fact, his iPad has been responsible for infusing fresh life not just into the tablet market but into so many others too. Magazines and newspapers are finding an innovative way to increase the life span of their products. The iPad has made magazines more user friendly, more trendy and more attractive. Schools are finding it easier to teach reluctant kids, making subjects more fun and the teaching style more interactive. It’s Apple and it’s iPad and iPhone that started a whole new business of ‘apps’ and one company for sure (Instagram) is thanking Steve Jobs today for making them billionaires!

A good idea has the power to change a lot of things and inspire so many others too. In fact, one idea can take so many different proportions that could have never been imagined. As Pablo Picasso said, “I begin with an idea and then it becomes something else.” The iPad was just an idea and today it is the new way of doing business for many companies.

Similarly, Hunger Games was just an idea for a novel and today it has spawned so many businesses. When Suzanne Collins wrote the book, little did she know the ripple effect it would create. Even before the film was released, Lionsgate, its producers, and a host of others built a whole world of marketing around it. Set in the future, the movie is about a place named ‘Capitol’, which selects a boy and a girl from the twelve districts that it governs and makes them fight to death on a live television show, for the thrill of the Capitol’s residents and to keep the districts under full domination. It revolves around a brave girl who is also a sharp shooter and how she not just wins but changes the rules of the game too. A movie that keeps you at the edge of your seat right till the end is also an important lesson in marketing. In a world full of male superheroes, here comes a young ‘girl-superhero’. The audience loved her for they had seen none like her. Her powers (shooting with a bow and arrow), too, were not in-born but could be nurtured. She was a dream that could be achieved and her effect on the young audience has worked like magic. The idea of the story was so brilliant that it influenced many. China Glaze, a cosmetics company, has launched a Hunger Games-inspired nail polish line and yes, you guessed it, it has twelve shades – one for each district. Never to be left behind, Facebook has a game called The Hunger Games adventures, where players build their own traps, concoct potions and even grow food. New York Sports Club has launched a new workout inspired by Hunger Games, which has moves like those used by the girl Katniss and her friends for survival. The winner of the workout is the one who is fit to survive the treacherous arena that Katniss survived in the movie. Very soon, we might see a Barbie changing from a dainty little girl to one with a bow and arrow like Katniss (Jennifer Lawrence), the new heartthrob of young fans. The sound track of the movie soared to the number one slot, making the singer Taylor Swift most wanted. It’s remained the top film for three weeks and even the mighty Titanic could not overshadow it. Doing a business of over $300 million, the film shows no signs of slowing down and neither do the marketers who just can’t stop finding ways of making the most of this mania.

One story changed the fortunes of not just the author (she is the best selling author on Amazon and everywhere else), but also of a host of other businesses. The power of an idea could not have been better explained than the way it was done in the movie Inception, where Leonardo DiCaprio is on a mission to plant an idea in the mind of the heir of a business tycoon to dissolve his deceased father’s business empire. He rightly says, “What’s the most resilient parasite? An idea. A single idea from the human mind can build cities. An idea can transform the world and rewrite all the rules.”

In fact, a whole lot of new inventions are doing just that. If the iPad shook up the world in 2010, then wait to see what these can do. A new technology named DIDO will eliminate the need for cell phone towers and you can say goodbye to slow download speeds forever. There is a printer, which will be able to print skin. You can keep your palm on the device and the cartridges filled with skin cells will print out your skin. Although still in the development stage, a lot of burn victims and soldiers are eagerly waiting for it.

There is going to be a world of opportunities that is going to open up; just keep a lookout for the new ideas around you and within you. Be not afraid of expressing your view even if it sounds silly; for most often, that is the foundation of a successful idea. As Einstein said, “If at first it’s not absurd, there is no hope for it.” Remember that there is nothing more powerful than a good idea. Have faith in your ideas and don’t let somebody’s yawn or sneer kill it. You owe it to yourself and the world, for you know what a good idea can do.

5 People Who Deserve Bharat Ratna

Wikipedia describes Bharat Ratna as “the Republic of India’s highest civilian award, awarded for the highest degrees of national service” which includes “artistic, literary, and scientific achievements, as well as “recognition of public service of the highest order.”

Bharat Ratna literally translates to ‘gem of India’ which means a person who is a prized possession of the nation. A true Bharat Ratna is a person that has brought laurels that are irreplaceable or offered services that helped in the betterment of the entire country. The Bharat Ratna awardees of the past have surely been worthy recipients but there are some people that have gone unnoticed despite having some mighty impressive work behind them. This list showcases some such personalities that are, indeed, the greatest assets of our country and deserve to win the Bharat Ratna.

5. Azim Premzi
According to Bill Gates, “If anyone personifies India’s economic transformation, it is Azim Premji, chairman of the information-technology powerhouse Wipro Ltd.” Premji’s success story is a source of inspiration for youngsters which proves how perseverance and determination can take an individual to dizzy heights. Azim Premji is an asset to our nation not only because he helped India in becoming a significant player on the economic front but also because of his philanthropy.

Premji is deeply involved with charity, and especially dedicated to the cause of providing education to the under-privileged kids. Recently, he donated $2 billion to his foundation, which was the largest contribution in the history of charity in India. He also plans to start 2 schools in every district in India that could easily shame the public education system of the country if it succeeds.

Why he deserves it? He has not only made a great fortune for himself by his extreme dedication but has the desire to give back to the nation, always finding ways to do so.

4. M.F. Hussain
Maqbool Fida Hussain was much too accused in his home-country for people to realize his true worth. He was the gem that India lost because of a handful of people who insisted on taking away the expression of freedom from an artiste. There was never a doubt that he was, indeed, the country’s most prolific painters. Not only in India, Hussain was a renowned painter across the globe, revered by art-lovers. His paintings, though controversial, had a lot of insight in them and mostly invited extreme reactions from the critics. The sharp criticism he drew in the country only led him away to another country where he breathed his last.

Why he deserves it? For being a true artiste and not bowing down to criticism while being the country’s own Picasso.

3. Dr. Kurien Verghese
The man known as the ‘milkman’ of India’ was nothing short of a magican, at least in the field of food and agriculture. He single handedly orchestrated the ‘operation flood’, which was the world’s largest dairy development program. He was also the founder of the Gujarat Co-operative Milk Marketing Federation (GCMMF) and the man who made the food-brand AMUL such a huge success. Apart from these, Kurien, along with his team, was a pioneer in the invention of the process of making milk powder and condensed milk from buffalo’s milk, which was a groundbreaking development in India. He brought about a sea of change in the segment of rural development by involving farmers in a positive way through his extraordinary leadership.

Why he deserves it? For taking something as commonplace as milk in a rural area and creating a worldwide revolution out of it, while making India the largest milk producer in the world.

2. Sachin Tendulkar
There is nothing much that hasn’t been said about the ultimate cricket maestro of our country. The name Sachin Tendulkar instantly brings to mind an image of Indian cricket in all its pride and glory. There have been legends in cricket but no cricketer has had such an impact on the nation. Irrespective of whether a person loves cricket or not, it would be rare that the person is unaware of the stature of Tendulkar. Respected by people around the world, many go on to say that he is an even greater cricketer than the legendary, Sir Don Bradman. The said reason why Sachin hasn’t won a Bharat Ratna is because the award cannot be bestowed on a sportsperson. This, we think, is no reason why the award should be kept from a person who is undoubtedly one of the nation’s biggest assets.

Why he deserves it? Because he is the one man who can take a billion mindsets and make them one.

1. Baba Amte
Murlidhar Devidas Amte, nicknamed Baba Amte, was India’s miracle worker. He was a man whose sole aim in life was to uplift the downtrodden. He exhausted his life following Gandhian principles and working for the betterment of his fellow-beings. His social activism was of another level and very few present-day activists have that kind of passion for helping others. Such was his dedication that he even offered his own body to be used as an experiment to grow leprae germs in order to find a cure for leprosy. He won several awards in his lifetime, the entire proceeds of which went to Anandwan- an ashram and community rehabilitation centre for leprosy patients.

Why he deserves it? For being the lone hope of humanity in a world lost to commercialism.