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<ul><li>HCL Technologies' founder Shiv Nadar's only daughter, <keyword id="44904" type="PERSON" weightage="20" keywordseo="Roshni-Nadar">Roshni Nadar</keyword> Malhotra, is the richest <a href="https://www.thehindu.com/business/who-is-roshni-nadar-the-first-woman-to-head-a-listed-indian-it-firm/article32120536.ece%20">woman in India</a> </li><li>On July 17, 2020, Roshni Nadar took over from her father as the first woman chairperson of the <a href="https://www.thehindu.com/business/who-is-roshni-nadar-the-first-woman-to-head-a-listed-indian-it-firm/article32120536.ece">$8.9 billion HCL Corporation</a> </li><li>According to the Hurun Rich, Roshni Nadar has a net worth of Rs 36,800 crores, which she inherits from her billionaire father </li></ul> Becoming the first woman to head HCL Technologies, the listed IT company on July 17, Roshni Nadar has inherited the entrepreneurial venture founded by her father Shiv Nadar. The highly coveted chairperson position of HCL Corporation puts her at the helm of the $8.9 billion enterprise, which is the holding company for the group businesses under the banner. The entities in the HCL group include HCL Technologies, HCL Infosystem, and HCL Healthcare. Here are a few interesting <keyword id="9627581" type="UNKNOWN" weightage="20" keywordseo="facts-about-Roshni-Nadar">facts about Roshni Nadar</keyword>, who has made her way into the latest Hurun Rich List with her net worth of Rs. 36,800 crore. Journey with HCL Roshni Nadar joined the firm, HCL in 2009. At the age of 27, and within a year of her entry into the firm, she was promoted to the post of executive director and CEO. In 2013, she came on the board of HCL Technologies. And on July 17, 2020, Roshni took over the mantle as the chairperson of the prestigious HCL Corporation - succeeding her father Shiv Nadar. Early career Before getting inducted into HCL, Roshni worked as a news producer first for Sky News UK. She has also worked at CNBC and CNN America. Roshni’s education Roshni did her schooling in Vasant Valley School, Delhi, and then pursued her graduation course at Northwestern University, Evanston, Illinois, majoring in communication with a special focus on radio, TV, and film. She also holds an MBA degree from Kellogg School of Management. Marriage and kids In 2010, Roshni married Shikhar Malhotra, the Vice Chairman of HCL Healthcare. The couple has two sons - Armaan and Jahaan. Working for environmental cause and education In 2018, Roshni created The Habitats Trust that works to protect the natural habitats of India and the indigenous species of the land. Through the Shiv Nadar Foundation, where she is a trustee, Roshni is driving some transformational changes in the educational sector in India. Listed among the most powerful women In 2019, Roshni Nadar ranked 54th in the Forbes World’s 100 Most Powerful Women List. She had figured in this list in the preceding two years as well (2017 &amp; 2018). Awards and recognitions Roshni was presented with the Lewis Institute Community Changemaker Award by Babson College in 2017. Horasis, an internationally renowned think tank, recognized her as the Indian Business Leader of the Year 2019. Roshni is an alumnus of the Forum of Young Global Leaders (YGL, 2014-19), which is a versatile community and an initiative of the World Economic Forum that works to produce the next generation leaders of the world. Roshni is also a talented classical singer. See Also - <a href="https://www.businessinsider.in/business/news/top-10-richest-people-in-the-world/articleshow/74415117.cms">Top 10 richest people in the world</a>

Interesting facts about Roshni Nadar you must not miss out on

HCL Tech’s new chairman Roshni Nadar is worth $4.9 billion making her the richest woman in India 

<ul class="generic-article__summary--ul content--ul"><li class="generic-article__summary--li content--li">Incoming leader says he will not allow the island nation to be pulled into a proxy contest among the world’s major powers</li><li class="generic-article__summary--li content--li">But analysts foresee a cautious creep towards the pro-Beijing policies of predecessor and brother Mahinda</li></ul>Sri Lanka’s freshly elected president Gotabaya Rajapaksa will take a “low key” approach in restoring the cosy ties the country enjoyed with China during the 2005-2015 presidency of his brother, analysts said, as the new leader stressed on Monday that he would adopt a strictly neutral foreign policy. Paul Staniland, a prominent scholar of Sri Lankan politics, said Gotabaya was more likely to “spread his bets by reaching out to a variety of powerful states in the region and beyond”. Expectations before Saturday’s elections had been that he would not only sweep the polls against his main rival, Sajith Premadasa, but that he would also swiftly revert back to the overtly pro-Beijing foreign policy of his brother Mahinda. In his inaugural speech, the president said he would not allow the island nation to be pulled into a proxy contest among the world’s major powers. The 70-year-old won 52.25 per cent of the nearly 16 million votes cast, with the country’s majority Sinhala population overwhelmingly backing his platform that touted a return to his brother’s strongman leadership style and a focus on national security. The Rajapaksa brothers – alongside their two other siblings Basil and Chamal – are immensely popular among Sri Lanka’s Sinhalese population because of their role in crushing Tamil separatists and ending a 26-year civil war in 2009. “We will remain neutral in our foreign relations, and stay out of any conflict of world powers,” said Gotabaya after being sworn in on Monday. During the tenure of the outgoing president Maithripala Sirisena and the current Prime Minister <keyword id="300704" type="PERSON" weightage="20" keywordseo="Ranil-Wickremesinghe">Ranil Wickremesinghe</keyword> – Sri Lanka’s key political mover and shaker of the last five years – the consensus has been that Colombo prioritised ties with the United States over Beijing. But foreign policy researchers said that a return towards a China-friendly policy was not so clear-cut. For one, there remains public trepidation about China from the Mahinda era, during which Sri Lanka chalked up large public debt due to the former president’s penchant for using cheap Beijing-backed financing to fund mega-infrastructure projects. A quarter of Sri Lanka’s foreign debt, which stands at 45 per cent of GDP, is owed to China. Among the projects built using Chinese financing are the now-infamous deep water port and airport in Hambantota, the Rajapaksa clan’s stronghold. The Sirisena government in 2017 was forced to hand over control of the seaport to Beijing as part of a debt-for-equity swap. The Rajapaksas’ dalliance with China also rattled regional power India, and Mahinda has previously accused New Delhi’s top spy agency of engineering his shock 2015 defeat to Sirisena. “This round is going to be about playing things in low key for China, but playing nevertheless,” said Jabin Jacob, an international relations professor at India’s <keyword id="44903" type="PERSON" weightage="20" keywordseo="Shiv-Nadar">Shiv Nadar</keyword> University. “Perhaps the Rajapaksas have learned from the first time that there are consequences to playing the China card with India,” Jacob added. “It also does not help that the perception is that Chinese projects such as the Hambantota port and airport do not make money and have cost Sri Lanka.” Hemant Shivakumar, a senior analyst for India and South Asia at the consultancy Control Risks, offered a similar assessment – suggesting the new president is not likely to make dramatic changes to foreign policy even as he seeks to rebuild strained ties with China. “[Gotabaya] Rajapaksa is rightly perceived to be pro-China, and he will want to refocus the relationship and bring it back on track, while being cognisant of these [debt-related] issues,” he said. The analyst added that there was likely to be a “convergence of interests” between Gotabaya and China, with Beijing eager to show the new government that it was a “good development partner” and the new president hoping to show he would engage with the Asian power on Sri Lanka’s terms. Staniland, an associate professor specialising in South Asian security issues and political violence at the University of Chicago, said a likely effort by the new president to present Sri Lanka as open to having “multiple friends” would be in part due to “lessons of the past and a related desire not to rely too heavily on China”. He said it would be unsurprising if “in the medium term we see an overall tilt back towards China even as Colombo maintains a ‘portfolio’ approach to its international relations”. N. Sathiyamoorthy, a researcher based in India’s southern <keyword id="20154" type="LOCATION" weightage="20" keywordseo="tamil-nadu">Tamil Nadu</keyword> state close to Sri Lanka, offered an altogether different take – suggesting that the outgoing government of Sirisena and Wikremesinghe was in fact more China-leaning compared to the Rajapaksas. He said Mahinda merely signed the Hambantota deals that had been “hanging in the air for decades” and that “it is quite likely that others in his place would have done the same”. The same could not be said about the outgoing government, Sathiyamoorthy added. He said the Sirisena government, while blaming the Rajapaksas for plunging the country into a “debt trap”, was ultimately responsible for green-lighting the 2017 deal that handed over Sri Lankan land to China on a long-term lease. One mistake that the researcher – head of the <keyword id="12864" type="LOCATION" weightage="20" keywordseo="Chennai">Chennai</keyword> chapter of the Observer Research Foundation think tank – said the Rajapaksas were unlikely to repeat was their “indiscretion” in allowing Chinese submarines to be berthed in Colombo in 2014. Located off the tip of southern India, Sri Lanka has found itself increasingly a theatre for the US-China strategic tussle, with both superpowers seeking to strengthen their presence in the Indian Ocean. The Sirisena government – in particular Prime Minister Wikremesinghe – blocked further dockings of Chinese submarines but found itself having to furiously push back against rumours that it had <keyword id="7016615" type="UNKNOWN" weightage="20" keywordseo="Secret-Plans">secret plans</keyword> to let the US build a naval base in the eastern region of Trincomalee. Apart from policies towards the world’s two superpowers, the new president’s view of Indian Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword>’s government will be parsed by observers. Shivakumar, the New Delhi-based Control Risk analyst, said India would be scrutinising the new president’s national security policies in view of Sri Lanka’s extremist attacks earlier this year, as well as his policies towards the minority Tamils. Gotabaya, who like his brother Mahinda has denied allegations of presiding over <keyword id="52767" type="COMPANY" weightage="20" keywordseo="Human-rights">human rights</keyword> abuses as they spearheaded the bloody civil war victory over Tamil separatists in 2009, has said he will significantly strengthen security and intelligence agencies that he says were sidelined by Sirisena’s administration. Jacob said he expected Gotabaya to visit India followed by China in his first 100 days in office. “But it will probably be China that will load him with the goodies,” the China-India watcher said. This article appeared in the South China Morning Post print edition as: New president set for low-key china approach

Sri Lanka’s tilt towards China expected to be ‘low key’ as new president Gotabaya Rajapaksa takes the reins

Krishnan <keyword id="6356252" type="PERSON" weightage="20" keywordseo="Ganesh">Ganesh</keyword>, has played a lot of roles in his life; from an engineer, to an entrepreneur, to now a venture builder, and his life has been nothing short of an trial. While his shoes have been too big to fill and as they keep changing, he is currently pioneering a unique model with Growth Story in India, which is probably only made popular by Rocket Internet in the country. GrowthStory is the venture-builder platform that Ganesh and his wife, Meena set up in 2011 which has promoted some of India's most disruptive start-ups including Portea Medical, Big Basket, Fresh Menu, Home Lane, AcadGild, HouseJoy, Social Frontier and many more. 

 

 

 

 

 

 

 

 

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This model is unique due to the fact that while Ganesh and Meena come up with entrepreneurial ideas, they hire executives to pull it off. It is not primarily "investment" only, but where GrowthStory is the "promoter," but where the Partners are often the originators of the idea, work to get a founding team in place, drive fund raising early in the game, work closely with founders to scale the venture, guide strategic direction et al. This ‘express’ entrepreneurship that the power couple pull through is extraordinary and the back- story to it is a roller coaster that, you can’t forget. Early life and career Ganesh’s father died in an accident when he was just nine years old and as the eldest of three siblings, he felt the need to set an example. His mother was a hard-working government servant and bought them up to the best of her capabilities.

 

 

 

 

 

 

 

 

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So Krishnan, became a mechanical engineer passed out from Delhi College of Engineering, and even got a post graduate degree from IIM before realizing that he didn’t want to be an engineer or just an MBA graduate. Ganesh credits his entrepreneurial trials to <keyword id="44903" type="PERSON" weightage="20" keywordseo="Shiv-Nadar">Shiv Nadar</keyword>, under whose guidance he experienced different business function, “I worked for five years in various functions and also as executive assistant to Shiv Nadar. My first venture started in 1990, a company called IT&amp;T where me and my friends pooled in money to get it started,” he told Business Insider. He ran the company till 1998 and remained the largest shareholder and director of the company till 2003 when it was sold to iGate. He went back to the corporate life but after two-years stint went back to entrepreneurship with his second business venture called CustomerAsset with Meena and another partner. It was later acquired by ICICI Bank in 2002 and Ganesh made $ 20 million for his stake in the company.

 

 

 

 

 

 

 

 

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In 2003 he stumbled upon an innovative new company called Marketics which was started by IIT and IIM graduates. Ganesh was approached for investment, mentoring and guidance. This company was also sold off to WNS, for $65 million where only half a million dollars were invested in this business without venture capital funding. Then Ganesh again started his own business with TutorVista in 2006 which was bought out completely by Pearson for Rs. 1000 crore. His multiple hits have led him to be where he is, but that isn’t without the missus by his side. When the the last acquisition happened, Ganesh and Meena decided to take the hard road and continue their entrepreneurship journey albeit this time, differently. "Only 5 per cent of start ups succeed and Ninety-five per cent end up failing. I see still young entrepreneurs after starting a company against all the odds. I'm addicted to fueling that until I can," says Krishnan when asked about why his family still makes risky businesses instead of just ‘settling down’. 

 

 

 

 

 

 

 

 

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The Perfect Pairing When it comes to Meena and Krishnan Ganesh, their complementary skill sets have given fuel to the train that is Growth Story. Professionally, Meena is more lauded as the CEO of <keyword id="6398216" type="COMPANY" weightage="20" keywordseo="Tesco">Tesco</keyword>,No.2 at <keyword id="10387" type="CITY" weightage="20" keywordseo="Microsoft">Microsoft</keyword> and now CEO at Portea, but Ganesh is the visonary that knows they can achieve so much together. As co-founders and life partners, they know that team work is the key to making a venture start and keep it running.

Exclusive: K. Ganesh Made BigBasket and Portea Medical Blockbusters in India, and This is his Unique Life-story

<ul><li>Many women from tier II and III towns have found a medium in YouTube to showcase their talent to the world.</li><li>These regional singers have found a contemporary way to celebrate their culture and connect with global audiences.</li><li>Business Insider India speaks to <keyword id="7605486" type="General" weightage="80" keywordseo="renuka-panwar" source="Orion">Renuka Panwar</keyword>, theTetseo Sisters and Roshni Devi Bishnoi about their journey and how they are using social media platforms to preserve and celebrate their culture.</li></ul>Everyday in Haryana’s Hisar Town Park, a group of around 30-40 women gather to sing and dance to Haryanvi folk songs. Some dress up in colourful Haryanvi attire, some choose Salwar Kameez but every woman gets a chance to take the centre stage and dance to her favourite folk song. Roshni Devi Bishnoi regularly shares this whole experience on YouTube. Bishnoi started her own channel right before the pandemic after her son encouraged her to do it. Now it has become an integral part of her life “If I ever have other commitments to attend to, I get really worried. We have fun at the park, it has become a big part of my life and I don’t like missing it. I wanted to share this experience with everyone through YouTube,” Bishnoi shares with Business Insider India. While she turned to YouTube just for fun, it was in 2021 that she found out that creators can even earn through YouTube. “I had no idea that our channel would take off. My son told me earlier last year that my channel is monetised. Since then, I have been using this money to give back to society and to arrange better facilities for women who gather at the park to celebrate our culture,” says Bishnoi. Bishnoi lives with her two sons and husband in Hisar in a four-storey house. Now, through YouTube, Bishnoi aims to make a bigger name for herself, build her own identity and earn enough money to give back to society. Her YouTube channel has 1.47 lakh subscribers. “I would urge all women and everyone in India to come forward and share their talent with the world through YouTube. You can do everything through the comfort of your home and focus on other things as well while making videos,” says Bishnoi. <cmsannotation type="cmsannotation" annotationid="A small town singing talent" comment="subhead" text="A small town singing talent">A small town singing talent</cmsannotation> Another young woman, Renuka Panwar, has become a household name in Haryana, <keyword id="6357713" type="General" weightage="80" keywordseo="uttar-pradesh" source="Orion">Uttar Pradesh</keyword>, Madhya Pradesh, Rajasthan and other parts of the country because of her original songs. 19-year-old Panwar hails from a small town, Kekra, in Baghpat district of Uttar Pradesh, has garnered 9.46 lakh subscribers on YouTube in two years. Panwar’s ‘52 Gaj Ka Daman’ song has crossed one billion views on YouTube and it also managed to be the number one song on YouTube global charts for 12 consecutive weeks. “I was 16 when I started singing and where I come from, people had no clue that becoming a YouTuber or singer is a career option today. My brother <keyword id="14975390" type="General" weightage="80" keywordseo="vicky-panwar" source="Orion">Vicky Panwar</keyword> played a big role in my musical journey. In fact, my entire family was supportive of my career in music. My viral song 52 Gaj Ka Daman has even caught people’s attention outside of India,” shares Panwar with Business Insider India. Panwar has recorded 200 songs so far with no training. She is now using the money she has earned from YouTube to find herself a good tutor. “Social media plays a big role in bringing regional talent to the forefront and I have gained a huge fan following due to YouTube,” says Panwar. Panwar now dreams of becoming a <keyword id="143" type="General" weightage="80" keywordseo="bollywood" source="Orion">Bollywood</keyword> playback singer. <cmsannotation type="cmsannotation" annotationid="Sounds of Nagaland" comment="subhead" text="Sounds of Nagaland">Sounds of Nagaland</cmsannotation> Globally popular <keyword id="1586054" type="General" weightage="80" keywordseo="tetseo-sisters" source="Orion">Tetseo Sisters</keyword> are a quartet of sisters from Nagaland. They started their YouTube channel to preserve and celebrate their culture and Naga folk music. The sisters, who have been performing since their childhood, have taken the stage across the world including South Korea, China, the United States, the United Kingdom and Thailand. Tetseo sisters Mütsevelü (Mercy), Azine (Azi), Kuvelü (Kuku) and Alüne (Lulu) have been celebrating life and spreading happiness through the singing of folk songs in the Chokri Naga dialect. Their music transcends borders and pays an ode to their culture. “A lot of our fans are people who do not understand and do not speak Chokri at all, which clearly tells us that music really has no language barriers. It's all about the connection that you make with the melody, the vibes and the emotions that are captured in the songs,” shares Kuku with Business Insider India. Tetseo sisters’ O Rhosi song has about 2.5 million views on YouTube. Sharing why the sisters started their own YouTube channel, Mercy says, “When we started getting introduced to the Internet, and it became so accessible in the country, we used to watch a lot of YouTube videos about our favourite stars and our favourite musicians. Eventually, we realised that we could also put our own music on YouTube and we also felt that that was a great platform for us to be able to reach out to more audiences.” The sisters wish to make music accessible to everyone through their social media platforms and give people the opportunity to learn more about the Naga culture that’s at the heart of their music. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/7-out-of-10-smbs-in-india-prefer-hiring-employees-through-personal-references-report/articleshow/94179381.cms">7 out of 10 SMBs in India prefer hiring employees through personal references : Report</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/gadgets/news/oneplus-nord-buds-ce-review-an-affordable-tws-with-good-battery-life/articleshow/94177016.cms">OnePlus Nord Buds CE review – an affordable TWS with good battery life</a>

Regional and folk singers are using YouTube to preserve and popularise their culture

The Indian IT sector is going through one of its toughest phases ever, with less appraisals and innumerable layoffs being announced by almost every major IT company. This rough patch is also going to have its impact on the number of students hired from college campuses across the country. The placement season is about to begin in a few months, but colleges in tier-2 and 3 cities of the country are afraid that this year, companies might not come with a purpose of bulk hiring, like always. However, premium engineering colleges and B-schools are said to be safe from the impact of IT sector slowdown. The fact that IT companies are also stepping up their game to hire freshers in the US is also worrying non-premium colleges in the country. "One thing has emerged very clearly: jobs in the lower end of the value chain will not be outsourced. More skill-oriented ones will be outsourced, which in effect will mean only colleges with a better name, better teaching pedagogy and better knowledge capital can survive," Pinaki Dasgupta, dean-placement and corporate relations at <keyword id="480921" type="ORGANIZATION" weightage="100" keywordseo="International-Management-Institute">International Management Institute</keyword> told <a href="http://economictimes.indiatimes.com/jobs/bulk-hiring-by-it-companies-at-tier-2-3-engineering-colleges-and-b-schools-may-hit-hard/articleshow/58831474.cms">ET</a>. Placement heads across several colleges are keeping an eye on layoffs, visa issues, etc, while making sure that students are aware of the developments. "We are encouraging more students to go for higher studies," said Susanta Pramanik, head, training and placement at <keyword id="785220" type="UNKNOWN" weightage="100" keywordseo="NIT-Durgapur">NIT Durgapur</keyword>. "There are only jobs for the top-of-the-pyramid students; none for those at the bottom," said Rupamanjari Ghosh, vice chancellor, Shiv Nadar University.

No more bulk hiring by IT companies from tier-2 & 3 colleges

“We take APPbert <keyword id="77977" type="PERSON" weightage="20" keywordseo="Einstein">Einstein</keyword> very seriously. *stern face*”, that’s what news content start up <keyword id="2976225" type="UNKNOWN" weightage="20" keywordseo="Inshorts">Inshorts</keyword> tweeted to explain some serious bugs about some apps. Well, if that wasn’t self explanatory enough, Veet taking the laughter game to another level should. The day Obama defeated <keyword id="6434613" type="PERSON" weightage="20" keywordseo="Bush">Bush</keyword> in the US presidential election in 2008, the hair removal <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">brand </a>published a punchy advertisement saying “Goodbye Bush’. Believe it or not, humour is going to take you a long way. That’s the trend to follow. Gone are the days when you took a full page in a leading newspaper and published an advertisement. In the digital age, the consumers have migrated to visually driven social media like Facebook, Twitter, <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword>, <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">Tumblr </a>and Snapchat. While this is true that the attention span has gone down, but there are so many ways of engrossing the consumer today. 
 
Marketers have taken recourse in humour. Even <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">Old Spice</a>, much famed for the vintage men’s grooming products are adding fresh laughter to their campaigns. They are simply going over the top to appeal to the millennial instead of our dads. 
 At Cannes, <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword> had won Grand Prix for Media because unlike many others they had the audacity to introduce <keyword id="3021214" type="UNKNOWN" weightage="20" keywordseo="McWhopper">McWhopper</keyword> and write an open letter to rival <keyword id="14775" type="CITY" weightage="20" keywordseo="McDonalds">McDonalds</keyword> mentioning about the combination of big Mac and Whopper. 
 
With images and videos grabbing eyeballs on social media like nothing else, there are still a lot of experiments to be done. <keyword id="2494939" type="UNKNOWN" weightage="20" keywordseo="Azhar-Iqubal">Azhar Iqubal</keyword>, CEO and co-founder, Inshorts was quick to comment, “…we try to keep things punny. Right from our name to even our app updates, we try to sprinkle a tad bit of punnery in our communication with our users … we also make sure to not take it overboard.” 
 
One thing to keep in mind, never interpret sense of humours as bloopers or just puns. It’s also your own gut to laugh at yourself. Sense of humour isn’t just laughing hard, it’s also smiling to yourself silently. Think of Paperboat. The kind of campaigns they create has nothing to do with the juices they produce. Still those nostalgia laden train journeys, rainy evenings, and sunny winter afternoons would surely make you smile. 
 
"The <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">element of humour</a> has always been a key ingredient for any brand as it transcends the target group, age and gender divide,” said <keyword id="3648158" type="UNKNOWN" weightage="20" keywordseo="pawan-hora">Pawan Hora</keyword>, of a leading media consultancy firm. “It was not utilised to its core in the yesteryears with an exception being the 'Roshni deta bajaj' or 'ECE bulb jingle' but in today's scenario every brand, especially the start ups have realised its true potential and are using it as very potent tools to reach out to the end audience. It also has to do with the fact that today's generation uses a lot more humour in their daily lingo and a casual chit chat or a colloquial terminology has more chances of creating ripples in the mind set of an average consumer.” 
 
Also, amidst the clutter of so many brands, if played well, humour can make you stand out. A brilliant <a href="http://www.businessinsider.in/Indian-start-ups-now-hiring-for-non-technical-roles/articleshow/50073782.cms">case study</a> could be <keyword id="6354742" type="COMPANY" weightage="20" keywordseo="Flipkart">Flipkart</keyword>. They created a lot of media buzz a few years back with getting kids to act as adults, exhibiting various story boards of human life and weaving the element of e-commerce in it that tickle the funny bone for almost anyone who saw these advertisements. 
 It registered well with the audience and got the creative agencies a lot of appreciation as well. Now, when the company is going through tough times viz-a-viz heightened competition from players like <keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword> and a depleting loyalty base, they have again gone back to the tried and tested formula of humour with a few different story boards and kids acting as adults. The rise of web based content platforms like TVF and <keyword id="1875393" type="UNKNOWN" weightage="20" keywordseo="AIB">AIB</keyword> and the kind of brand associations they draw also bear testimony to the fact. “Humour was, is and will be the best way to have that much needed recall value,” infers Hora.

​ How sense of humour is important to brand your start up?

War games are addictive and while some of the games like “Age of Empires” are commended for encouraging the youth to think more strategically, a vast majority of these games contain violence, which may have adverse effects on the psyche of the young. 
 
Therefore, many parents encourage their wards to invest more time in mastering strategic board games like Chess instead of video games. But, war veterans like Gen. Dwight Eisenhower point out that “No board game can replicate the conditions of the battlefield or the manoeuvres of geo-strategy”. What then is a viable alternative to the war video games? 
 
Bridge, the most popular card game in the world (played by an estimated 60+ million players) teaches you more about strategy and war than any other game can; even more than Chess. 
 
Bridge is considered more of a strategic game than chess because unlike chess, Bridge is a team game and depends considerably on the subtleties of communication. 
 
Interestingly, these communications (when players call out to their teams/allies while bidding or playing a significant card) may or may not necessarily be the truth. So the players have a choice – to tell the truth or deceive their opponents. 
 
Consequently, every message the player sends needs to be ‘decoded’ correctly by his/her allies and incorrectly by their foes. Remember, unlike in chess where the opponent’s counters are visible, in bridge, a player’s cards are visible only to her/him. This corroborates much more closely with battles and wars where propaganda, feints and outright deceit is used in equal measure to outfox and out-manoeuvre the enemy. 
 
Compare this to chess where machines have long beaten human players (IBM scored a priceless PR coup when it used its super-computer named Deep Blue to beat grandmaster Garry Kasparov in the 1990s). While it did seem improbable at the time, the fact is that it wasn’t difficult for a computer capable of making billions of calculations each second by analysing its opponent’s moves. But the same is not possible with Bridge because computers cannot distinguish between truth and lies (eventually of course, I expect artificial intelligence to remove this disparity). 
 
History records great generals and leaders as bridge players. America’s Gen. Dwight ‘Ike’ Eisenhower, who went on to become America’s 34th President from 1953 to 1961 was an avid bridge player. One of his compatriots, Gen. Alfred Gruenther, subsequently the NATO Commander, also shouldered the responsibility of being the president of the World Bridge Federation for many years. 
 
President Eisenhower’s Secretary of State and a World War I veteran John Foster Dulles was so passionate about the game that in addition to being one of the President’s bridge partners, he encouraged the state department to conduct bridge tournaments across US embassies and consulates the world over. Closer home, Deng Xiaoping, the builder of modern China, was an avid bridge player who, it is said, even had a private railroad car for his games. One of India’s finest soldiers, Sam Manekshaw, the ‘first Indian Army officer to be promoted to Field Marshall’ was a bridge player as was his friend and colleague Lt Gen JFR Jacob, the man who, along with the Field Marshal, played a larger than life role during the liberation of Bangladesh from Pakistan in 1971. 
 I will quote arguably the world’s greatest war leader and strategist – the legendary Chinese military general Sun Tzu. His philosophy on <keyword id="34454" type="ORGANIZATION" weightage="20" keywordseo="leadership">leadership</keyword> is immortalised in his widely influential book, The Art of War. His take on ‘deception’ forms one of his fundamental philosophies on leadership where he says, “All warfare is based on deception. Hence, when able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near.” I’m quite sure, he would’ve made an incredible Bridge player. 
 
(The article is authored by Kiran Nadar, Director, HCL Corporation and an internationally renowned Bridge player and Captain of Team Formidables) 
 
(Image: Reuters)

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