Diwali Greetings!
Celebrations will now be doubled. Glad to launch our 4th issue on this auspicious day. Diwali brings in joy, togetherness and love. Our Diwali issue is flooded with fresh and unusual stories. So just sit back and enjoy reading Yuvanow's Diwali issue!
Do give us your feedback.
We would be happy to hear from you.
Team Yuvanow
2. its story Time
story Time..... BRAND
We create
Ads that are meaningful,
Communication that is memorable
And
Stories that are beyond imagination…..
We are BEHIND THE STAGE….
We create Brand stories.
Come to us to create yours.
connect us on
www.btsnow.in
16. How Has the Meaning of Diwali changed Over the Years…
I remember my parents and my grandparents talking
to me about how they would be excited the whole
year and how they waited for Diwali. You might also
have surely come across these stories. My dad
explained to me that they would get some fixed
amount of money on the occasion and they could
spend it on any of the things that they wanted to; For
instance, eating sweets, buying a new set of clothes,
or even saving it for future. It was what they could
relate the festival with. Diwali at that time meant such
small packets of happiness in the form of saved
rupees or packed and hidden gifts.
As I grew older, I remember there was a time when
we used to buy a few greeting cards. They were also
known as season’s greeting cards, I think; and we
used to send out best wishes to our family members
and friends across India via the post. We also
received the same. I still have the preserved greet-ings
cards of Diwali with me; they came with beauti-ful
designs and presentations. Moreover, nothing
beats a handwritten note (even today). It somehow
had a very personal and a familiar touch to the
wishes.
Eventually, the trend of greeting cards faded.
Nobody wanted to use them anymore. Those were
the days when internet had just started to pene-trate
our country and we all were busy creating our
email accounts (Yahoo was the most popular and
favourite of all). The same greeting cards then got
online! There was a provision to send bulk cards in
short period of time. It took lesser time as com-pared
to postal services and also was cost effec-tive.
All the more, internet was spreading like a
trend during those days and it suddenly seemed
mandatory to be using it.
Of course, no things in life are permanent. With
more advancement in technology, cell phones
entered our lives. Cell phones service provider
companies with their schemes like free messages
became too much popular. Thanks to that, we all
have sent bulk messages to our contact book during
the occasions of Diwali. I also remember that this
scheme would not be applicable to the holidays so we
all would send the greetings one day in advance so
that we wouldn’t have to pay. I remember how our
phones would seem useless those days when the
scheme of free messages wasn’t applicable!
As things began to develop at a very rapid pace, we
started our attention the new social networking sites
that were becoming popular day by day. It all started
with Orkut. Then it was Facebook, twitter, Myspace,
Pinterest, and so much more! Wishing a happy Diwali
became very easier now. All you had to do was just
post a status regarding the same and share it with all
your friends. This was the way how we connected with
our loved ones and shared good times on occasions
17. like Diwali.
Smartphones came in and they brought with them a
world of Internet and Data plans with them. With
almost all phone having the facility of an internet in it,
various chat applications like WhatsApp, we chat,
viber etc. came up. I am sure I do not need to tell
what happened next. The personalised notes and
greeting cards, the email greetings, the messages
and smses, all went and forgotten! Now, all you had
to do was just forward a greeting to your groups in
WhatsApp, or better still, send a broadcast greeting
message to all. Diwali celebrated!
Festivals, in my opinion have seen the most ups and
downs in their ways of celebration when we actually
come to think of it. Just look at the extent of transfor-mation
in the ways of greeting our loved ones.
It saddens me to realise that we are slowly entering
the trap of the virtual and online world, and we are
forgetting the real essence of the festival. We are
forgetting that a Diwali becomes happy only when a
mother gets to meet her children, only when an
elderly couple living alone deserve a surprise visit
from their children, only when a retired teacher
suddenly gets to meet his very old students, and
only when we in real sense share the joys and
happiness in person, not via any applications or the
internet.
I agree that with internet life has become easier.
On occasions like Diwali, many e-shopping sites
offer sales and discounts and what we do is we
send gifts to our family and friends via that? Don’t
you think the joy of giving the same gift in person
will be double? Don’t you think the feeling of a
hand written note cannot be ever matched with as
many emoticons and smileys as you might try?
This Diwali, instead of a smiley, try and smile at
that stranger across the street that has no place to
stay. Instead of renewing your data plan, try and
light some candles and diyas in the streets and
homes where people stay in darkness even on this
auspicious day. Let’s all create a renewed sense of
the festival, let’s all redefine the festival.
ANKITA SINGH
26. «u{ fËe fhðk{k ykðíkku s LkÚke, yu íkku ÚkE síkku nkuÞ Au. ßÞkhu rð[kheLku
«u{ fhðk{k ykðu íkku íku «ufrxf÷ ÷ð fnuðkÞ, su{k ÷kufku Ä{o, MxuxMk,
rþûký, ÷wf, M{kxTLkuMk suðe çkkçkíkkuLku {níð ykÃkíkk nkuÞ Au. òu fu, ßÞkhu
¾hu¾h «u{ Úkíkku nkuÞ íÞkhu «u{ fhLkkhk fþw s òuíkk LkÚke.
- {iºke ðkuhk
AkufheykuLku «u{ò¤{kt VMkkðeLku ç÷uf{u÷etøk fheLku Ä{o ÃkrhðíkoLk
fhkððk{k ykðu Au, íku ðkíkLku fkuE yuf Ä{o MkkÚku òuzeLku fku{e íktøkËe÷e
Vu÷kððkLkwt çktÄ fhðw òuEyu. ykðw Úkíkw nþu íku ðkík{k Lkk LkÚke, Ãkhtíkw
hksfeÞ Ãkûkku ½ýeðkh ðkíkLkwt ðíkuMkh fhíkk nkuÞ Au. fku{e ®nMkk Lk Vkxe
Lkef¤u íku {kxu sYhe Au fu ykðk {wÆkykuLku Ä{o MkkÚku Lk òuzðk{k ykðu.
{khk rnMkkçku yk{k ‘sunkË’ þçËLkku WÃkÞkuøk Lk Úkðku òuEyu.
- nkŠËf þk†e
÷ðsunkËLkku WÃkÞkuøk [qtxýe Mk{Þu {knku÷ økh{ hk¾ðk {kxu
fhðk{k ykÔÞku níkku. çkkfe ½ýk Lkuíkkyku Au, suykuyu yLÞ
Ä{oLke Þwðíkeyku MkkÚku ÷øLk fhu÷k Au. þwt íkuykuLku ÷ðsunkËLkku
{wÆku ÷køkw LkÚke Ãkzíkku. yk {wÆkLku sL{ ykÃkLkkhk hksfeÞ
Ãkûkku {kxu íku nðu øk¤kLke noee çkLke økE Au.
- Mk{eh þu¾
Love jihad according to me is a stunt by some
political groups as well as some groups who
want to tarnish the relation and unity of our
nation by these action. They are trying to
disrupt the communal harmony that has been
develop with the effort of great leaders since
centuries.
- Manisha Tripathi.
Love jihad is relevance in both aspects. It’s a reality
as well as political game foe some leaders to gain
support to come in power. It can not be denied that
many politicians taken advantage of religion previous-ly.
It is the out come of both reality and politics in
india. By degrading image of Muslim’s community
They only want to gain the sympathy over Hindus.
Love jihad need to be stop miss using and should
aware the reality not to be used for political aspect.
Political leaders should not be capitalized on hindus
over love jihad.
- Shibani Mukherji
29. GOOD IN LANGUAGE;
NOT GOOD IN COPYWRITING
Chanakya was an Indian teacher, philosopher, and
royal advisor.Chanakya managed the first Maurya
emperor Chandragupta's rise to power at a young
age. He is widely credited for having played an
important role in the establishment of the Maurya
Empire, which was the first empire in archaeological-ly
recorded history to rule most of the Indian subcon-tinent
I am sure we all have heard of him. Yes, the
brain behind the establishment of Maurya Empire.
He was the master strategist and upon his guidance
and direction, emperor chandragupta maurya ruled.
Why was Chanakya not the emperor then? If his
strategy would have failed, the emperor and his
empire would have collapsed. But still, he wasn’t the
King.
King and King Maker are two different
and distinct positions; like Language and Copywrit-ing.
Shakespeare was and will remain a great poet.
Wonder if we could really understand if he wrote
advertisements.
Understanding the reader (read consumer here) and
writing what the reader understands is the only key
to a successful copywriting; and in turn a very vital
element of advertisements and advertising cam-paigns.
Copywriting is an art of expressing everything in
minimal language.
READER: what is it for me?
COPYWRITER: everything
Readers have many choices and access to more
information than they can possibly digest. You have
5 – 10 seconds to capture a reader. If your copy
does not engage the reader and communicate well,
they move away … forever.
READER: I am time poor … I want an answer and I
want it now.
COPYWRITER: invest minimal time and effort. We
have made it crisp for you.
There are 4 keys to hook the READER rightly
• Inverted Triangle – get key points first and the
details later
• Short – short and to the point lines works best
• Packets – make smaller components of the entire
text, small packets
• Headings – all that it does is engagement. Mar-riage
follows later
Beyond these let’s have few points that will
persuade the READER and thus does the doing;
Understand the reader first (read consumer/custom-er)
Talk to the reader
Grab reader attention
Do not complicate, keep it simple and straight
Be casual, be vernacular, build a connect
Clutter break the competition
Justify what you write
Create a sense of urgency, sense of losing
A copywriter has done his job if the advertisement/-
campaign has
URGENCY
UNIQUENESS
ULTRA-SPECIFIC PROMISE
USEFUL INFORMATION
Your brands will rule the market and surely establish
Maurya Empire
hanakya sheetal shukla
Z
30. Z*
¾hu¾h {ký‚ku ðkn™ku suðk s nkuÞ Au
VGJL l+J[NL
òu yk…™u {ký‚ku ™k Sð™ ‚h¾k{ýe fheyu OEku {ký‚ ™wt Sð™ y™u hMOEk …h [k÷OEk ðkn™ku ™wt Sð™ yuf ‚h¾wt Au. yk ƒt™u {kt ½ýe ƒÄe
‚{k™OEk Au y™u {ký‚ yu yk [k÷OEk ðkn™ku òuzu Úke ½ýwt „úný fhðk ™wt Au yk ƒt™u {kt ½ýe ƒÄe ‚{k™OEk Au y™u {ký‚ yu yk [k÷OEk ðkn
™ku òuzu Úke ½ýwt „úný fhðk ™wt Au yk…™u ‚k{kLÞ heOEu òuE yu OEku ykðkn™ku yuf ƒeò òuzu hu‚ ÷„kzðk {kt s nkuÞ Au. [kh ÷kEx {ktÚke ÷e÷e
÷kEx OEne ðkn™ku y hu‚ ÷„kze ™Úke yuf ƒeò Úke yk„¤ ™ef¤ðk, òýu hu‚ ÷„kzOEk nkuÞ yut ÷k„u Au ƒ‚ yuðe s heOEu Sð™ Y…e hMOEk …h
{ký‚ku yuf ƒeò Úke yk„¤ ™ef¤ðk {kxu hu‚ ÷„kzOEk òuðk {¤u Au y™u yk hu‚ {kt fux÷eÞu r‚ø™÷ku OEkuzOEku òuðk {¤u Au {ký‚ku ™k {™ {kt …ý
yuf ƒeò ™u …k[÷ {qfe yk„¤ [k÷ðk™e {™kufk{™k nkuÞ Au.ðkn™ku nt{uþk yuðk hMOEu ™ef¤ðk {kt„fhOEk nkuÞ Au ßÞkt yu yuf÷k s nkuÞ OEu™e
yksw fkuE ™k nkuÞ. fkuE …ku÷e‚ OEu{™u hkufðk xkufðk {kxu ™ nkuÞ {ký‚ku ™u …ý yuðwt s „{u Au {ký‚ku …ý yuf÷k VÞko fhu yu{™u fkuE hkufðk
xkufðk ðk¤wt ™k nkuðwt òuEyu , yut s {ký‚ku ™u „{u Au yuVq÷ M…ez {kt Sð™ {kt [kÕÞk s fhu. …ý yux÷u s hMOEk …ý yðhkuÄ Y…e ƒB… hk¾ðk {kt
ykðu Au ½ýk ƒÄk ðkn™ku ™e ¼ez {kt yuf ðkn™ …kuOEk™ku hMOEku nku™o {khe ™u yk„¤ ðÄðwt òuEyu y ƒÄk {kt yuf ðkOE ¾wƒ s {níð ™e Au su ¾k‚
yk…™u ðkn™ku òuzu Úke þe¾ðk™e Au fu OEu ™ðk ™ðk ðkn™ku ‚kÚku $zefuxuh Úke Eþkhk {kt ðkOE[eOE fhu Au yu …Ae nuz ÷kEx Úke nkuÞ, ‚kEz ÷kEx Úke
nkuÞ fu …Ae nku™o ™k y÷„ y÷„ xku™ Úke yk™k Úke yk…™u y þe¾ðk {¤u Au fu ®sË„e ™k Ëhuf hMOEk …h {¤OEk ™ðk ™ðk [unhk ‚kÚku ðkOEku fhOEk
òð
32. Lost and Found!
Phtoto Story
On a busy day won’t it be a bummer if you searched for something and didn’t nd it. Same was the case with this
little fellow. Trying to dig in to the wrapper of a candy. These squirrels nibble on anything they get and disapper
before you could even blink. Lovely photo op by our photographers. Enjoy the nding frenzy!
Wow! I found some-thing…
Nah.. I still can’t get it;
I guess it’s just some
tasteless non chewable,
non-edible thing…!
Aha!...Finally something
that’s edible!
What a busy day!
#)
Jigar Pokar
Jigar Pokar
34. Live out of the Box
Book: The Cubicle Manifesto
The perfect way to reinvent
your life
Author: Mainak Dhar
Amidst the cleanliness drive and the chaos of Diwali at house, I got my hand on a book purchased long time ago.
The book was a breath of fresh air giving away a wonderful concept on people living their lives inside and around
the office cubicles. A literal hand book to reinvent your life.
The book starts with a simple story of a guy Mayukh, a manager; who spends all his time in his cubicle trying to
meet deadlines and building a bright future for him and his family. One fine day, he gets a roadblock when he
discovers a strange virus in his laptop, which is acting like a nagging girlfriend telling him what all to do; while he
is loaded with work and deadline pressure. But soon the guy realizes how this virus was taking over his life and
bringing him out of the long hours of his cubicle. The virus helps him to juggle his life and manage his time.
The virus guides him to live out of the box and have a normal life that doesn’t confine to his office. It helps him
reconnect with his family and more importantly to himself.
The book makes you realize how you get stuck in between life and a demanding career that you end up forgetting
yourself. The author has woven the story in such a way that connects you instantly with Mayukh- the protagonist.
The book is a quick read written very crisply. In fact, every person working in a cubicle can relate to it and learn a
lot from it. The author has done a good job with the graphics added throughout the book. A must read for all the
workaholics out there.
Change the way you work!
Shruti Sreeraman
#Z