Ever wondered what is the commonalty between the sadhu in the mountains, a cranky wailing toddler, Po in Kung-Fu Panda and you? Very simple vatsa.

And out of the folds of the depressing darkness, came charging on the back of a white unicorn the knight in a shining armour.

Emotional arousal is an approach that works well for every product category.

The hues in the canvas of life are due to emotions. A lazy Sunday afternoon treat of an old eighties’ classic Naya Din Nai Raat is the prelude to this thought. This movie was based on the nine emotions-as per the Indian ethos — where Sanjeev Kumar plays characters based on each of these. When one reviews the entire gamut of communication that is effective and meant to trigger your heart strings, all of them evolve from one such emotion.

The journey from Ek bangla bane nyara, rahe jis mein sajan pyaara to Khwabon ke tinkon se chal banaye ashiyan, might have taken almost half a century; the settings might be different but not the sentiments.

After a hectic week as I put my feet up and called out to my niece to catch up on what she had been doing since her last visit to India, I was flummoxed by a whizzing pink tornado who zipped past me on her skates and called out APS NIBS TTYL (she later clarified it as Apologies Nina Bua talk to you later)! Bewildered? Let us seek answers together.

Jeevan ki aapadhapi mein kab waqt mila, kuch der kahin par baith kabhi yeh soch sakun, jo kiya, kaha, mana, usme kya bura bhala.

It was a rainy morning.

An apple a day...

The sweet music that the Pied Piper play-ed was magical enough to first lead the mice away and then lead the children of Hamlin to a land far, far away... This mysterious character from Hamlin in Germany who could charm both men and mice has been woven into a fairytale (Brothers Grimm). But this is not a storytelling session; it is a salutation to all the Hindustani Pied Pipers — both living and legends — who unlike Napolean did not just carve their own destinies but transformed the lives of countless others whom they directly or indirectly touched. They came from a ‘land unknown’ and ‘led’ men and marketeers to new frontiers of thought and speech…
The originals: Two men, one mythological and one mystical, changed the way history would be recorded. One had a magical bansuri and the other a monumental conviction that led a force of ordinary men to extraordinary victory. One was Kanhaiya with the message of karma, and the other was Bapu with the message of ahimsa. The message was novel and unconventional and yet one that has stood the test of time.
The demi gods: We, who are so bogged down by life’s troubles look for a Pied Piper who can sh-ow us a new path to nirvana. Bhagwan Rajneesh, Sri Sri Ravi Shankar are two modern day Pied Pipers who did not speak an archaic language but were/are in perfect unison with modern day living. One spoke about enjoying life to the fullest with courage and conviction and the other speaks about the path of mediation and the love to create a world free of stress and violence. Both spoke about the significance of the present.
We the living: These were/are the catalytic thinkers of Ayn Rand’s controversial novel. However unlike pessimistic objectivists they did not renounce the world, but added a new dimension to existing perspectives. The legendary middle class “Guru”— Dhirubhai Amb-ani — led the nondescript common man to stand tall against the Indian bourgeois. And lately — the man from nowhere who caught everyone’s fancy and had a mass exodus behind him chanting in unison — Anna tum sangharsh karo hum tumhare saath hain…..
The artist: How can there be a discussion on charismatic Pipers and we fail to recognise the spirit of the futuristic artists who painted different hues in the Kagaz Ke Phool of fantasy and film. Guru Dutt, Shyam Benegal, Jeena yahan marna yahan Raj Joker Kapoor and the Lady Midas Ekta Kapoor. They created a Manthan in the fabric of society with their Dirty Pictures. A new andaz to gazal and an amalgamation of Sufi, Hindustani and Western music by Jagjit Singh and AR Rehman respectively and suddenly Sa Re Ga Ma had found its athwan sur…
The Fountainhead: “And then there was Howard Roark — a man with a different goal, one who took the first step with vision unborrowed on a road all new.” (The Fountainhead). Our very own Mr. Roark is the one who shook the laid-back Gen Y into uniting for a cause. And suddenly justice for Jessica Lal, Nitin Katara and countless others was possible; it just needed a thousand candles to be lit. Yesterday strength in diversity was the message in Lagaan and today — every Sunday is a wakeup call when he lays bare a myriad issues from female in-fanticide, child abuse to archaic casteism. The result? Policy amendments (the Bill on child abuse), the disapproval and boycott (Khaps and the IMA); social media sites that go berserk and countless SMSes are proof that Mr. Aamir ‘piper’ Khan has woken up the sleeping Hindustani to the truth of Satyamev Jayate. These Pied Pipers are beyond rules as they come from nowhere and create novel symphonies and lead lesser mortals to seek new paths and new frontiers.

The writer is professor, marketing, IMI, Delhi