MAM
Sunil Alagh’s 10 commandments on marketing
MUMBAI: “Keep it simple,” was SKA advisor Sunil Alagh’s opening line.
The ten truths about marketing that were spelt out by Alagh were as follows –
1) Thou shalt keep it simple, stupid vegetarian
Stating Britannia’s vision – which was to have every third Indian to be consumer of Britannia products, Alagh talked about the necessity of moving away from flowery corporate jargon, keeping the vision statement simple and relevant. Another case in point was Fed Ex.
2) Thou shalt beg, borrow, steal
Beg the best to join you, borrow when you can have competitiveness (Outsourcing) and steal if you better an idea and make it yours.
For instance, Wagon R was Hyundai; while the former launched first in Indonesia, the latter capitalised on the concept and established leadership in India. A similar case can be drawn between Sony’s Walkman and Apple’s iPod.
3) Thou shalt do unto one what you do not want done unto you
P&G and the smaller players like Cavin Kare, Nirma’s attack on HLL.
4) Never chase a Jerry in your life
Don’t spend time chasing the wrong small fry, as one will end up chasing one’s own tail.
5) What you take from others can be taken away from you
It is essential to create a long term differentiation which is unique and is yours. Sony’s Walkman was untouchable for number of years. So, is the iPod and the Volkswagen. “Don’t offer greater bribes to your consumer; create greater emotional bond.”
6) Thou shalt love thy competition’s wife
For instance Virgin Airways Vs British Airways. And the Parker ad with Amitabh Bachchan. Says Alagh, “Loyalty pays in a marriage. In marketing infidelity has its own rewards.
The Tanishq ad states, “Beware, there is a thief in the family.”
7) Don’t work at how much is in the glass; look at the glass itself.
There will always be a niche in the market, but is there a market in the niche?
8) Thou shalt not mistake thyself for God
Alagh pointed out how Philips in the 50’s and 60’s ruled the sector and became complacent letting Sony beat them.
9) Thou shalt worship Lady Luck
10) Thou shalt not wait for the last commandment
Make your own commandment. Contribute your own verse in the poetry.
Alagh’s concluding words were: get the right people and it is only the team that can build an empire. With a rush of relevant and rejuvenating ads, Alagh – the last speaker at Promax 2005 – made it a truly memorable session.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
