Day 1 of the rest of my life really began when I did what was then called the Azad Bharat Rail Yatra in 1997 - one year into my undergraduate course with 200 strangers, all of us on a journey to discover India and chart her course for the next 50 years. As much as it was about what we did in the Yatra, for me, it was 25 days of life lived on my terms, my choices, working on no judgements and with motivated folk, and all of this on a train.It opened up doors to who I am today. I was mesmerized by the talks on impact, society, India and the world by every person I met on the train and all the local leaders that we met at every step of the way. Each and every participant played a pivotal role in my outlook towards the world, business and personal life.
This journey opened up India to me in a way no history lesson had ever attempted. When I look back 21 years ago, it all adds up – as people, our value systems, the fact that we are the world’s largest democracy, and just 50 years ago, we weren’t even independent!
What really fascinates me is the completeness that is India. A little bit of everything. And, that is what I try to be every day. It’s all about the balance. The good and the bad, the modernity and tradition, the creativity and craft, history and rocket science, super-computing and media dark places, multiple religions, multiple languages – it’s just absolutely amazing how these small things translate into business learnings for me as an entrepreneur.
How can business be inspired by India, you may ask?
First of all, India teaches the importance of co-existence. The fact that multiple ideologies, ways of life, communities can work together and belong together. When the global world talks about diversity, we are a living example of diversity, yet united. The demographic differences that exist in India today, the young and the old – but everyone is woven into the same fabric.
Second, India has inspired me to value people and culture. Our human capital is precious and our culture has made it absolutely rich that it’s an everyday lesson in working with people, brands, clients alike. Thirdly, India has inspired me that nothing is really impossible and that if a country can find her way with millions of people and grow at an unprecedented pace making a small difference, slowly and steadily – why can’t we? India has taught me to observe. And teach me that one can thrive in chaos – it’s a happy chaos. We have our ways, our processes, and probably so intrinsic that only we can see it.
Lastly, India has pushed me to look beyond and think different. With all this growth, there exists so many differences, injustices and inequalities – oppression against women, inequality in healthcare, lack of basic amenities, child labour, caste systems and practices and so much more. All this hits home really hard. It’s for us to fight these systems and make way for solutions that will drive the next wave of innovation across the country for generations to come.
2010 to now, Propaganda India has helped build so many businesses, establish their footprints in this digital world - be it start-ups or large brands, working and keeping pace connecting people to products and services in one of the fastest growing economies in the world. The youth that walk in as colleagues, looking forward to a career in advertising, we help them find their canvas, painting newer territories daily and learning about new ventures pretty much every day. I have submitted myself to the awe that is our country and to the impact that advertising can create in keeping this world truly connected.
