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How the Gahilote Sisters are lighting sparks of joy through storytelling

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

Rachna Gahilote Bisht, Prarthana Gahilote and Shaguna Gahilote have dedicated their lives to lighting up minds with education and literature.

If ever a publishing house or media outlet needs a reference for litterateurs or bibliophiles, the names of the three Gahilote sisters surely follows. Rachna Gahilote Bisht, Prarthana Gahilote and Shaguna Gahilote were born and brought up among the “old trees, green hedges and grey heads” of 1980s Dehradun, a small town with numerous government institutions, a place of well-read and well-cultured people.

Through their childhood, they grew up with a generous supply of books and stories, attended numerous poetry sessions with their parents and had a number of well-known writers visiting their home. Given that they were introduced to books by their father, a well-known writer who brought light into the lives of 10 million visually impaired persons in the country by providing them books which till then were not available in Braille, it is not surprising that the siblings spent the rest of their lives bringing the same light of books to countless more souls.

Danish Husain, Deepti Naval and Mohit Chauhan with Shaguna and Prarthna Gahilote at Kathakar 2017.
Danish Husain, Deepti Naval and Mohit Chauhan with Shaguna and Prarthna Gahilote at Kathakar 2017.

“As children, we read storybooks, comics, books on mythology, historical figures, reformers and English and Hindi literature. We know each other’s strengths and use it to our advantage,” says the eldest sister, Rachna, who over the past two decades, has won a string of awards for her work with women and children in various national and international organisations, including the National Commission for Women, The World Bank and UN Women. The Rashtra Gaurav Samman was also conferred to Rachna in recognition for upholding the rights of women and service to humanity on World Women’s Rights Protection Day.

Every year since 2010, Rachna organises the Ghummakkad Narain – Travelling Literature Festival, under the aegis of UNESCO, the aim of which is to promote reading among schoolchildren across India. The festival has taken over 100 writers, storytellers and illustrators to schools across the country and reached out to more than one lakh people. Over the years, the festival has also donated over one lakh books to set up libraries in schools.

Prarthana and Shaguna Gahilote with filmmaker Imtiaz Ali at Kathakar.
Prarthana and Shaguna Gahilote with filmmaker Imtiaz Ali at Kathakar.

“It’s really fulfilling when teachers tell us that the books we donated were finished by the children within a month, and they used alternative means to get more books and also asked the administration to provide them with a budget for more books. The small spark that we ignited seems to grow into a fire,” says Rachna with a glint in her eyes.

Another festival that the sisters have organised annually since 2010 is Kathakar, India’s only oral storytelling festival. Each year, the festival attracts over 3,000 schoolchildren and a similar number of adults. Kathakar is a platform for dying art forms such as Ladakh’s Kesar saga, Uttar Pradesh’s Swang, and Madhya Pradesh’s Allah-Uddal among others. Since some of the artists are the last in their generation to be performing the art form, the festival also documents art forms from around the world as a reference for future generations. Interactions are also organised between Indian and international artists so that each can learn from the other to help preserve the platforms.

Some of the rarest international art forms have been curated at Kathakar, such as Spice Authur 702 from Japan, a Kamishibai group that uses pictures to tell stories; an Italian dying art form called Pulcinella puppetry by Bruno Leone; and Guyana-origin artist Godfrey Duncan who has been instrumental in reviving storytelling in the UK. The festival has also had participation from the likes of Sadhguru, Vishal Bhardwaj, Imitaz Ali, Manoj Bajpayee and Pankaj Tripathi. “Seeing a smile on the faces of both the young and the old gives us joy and belief that it is worth all the effort put together to organise it,” adds Rachna.

The second sister, Prarthana has conceptualised, directed and filmed the CoHear digital concerts of her husband, celebrated singer and musician Mohit Chauhan. The first of its kind to find space on the digital medium, the concerts gave fans the opportunity to carry a bit of the musician live in their pockets wherever they went. Prarthana has also written, directed and shot documentaries and short films on subjects like animal welfare, environment conservation, heritage conservation, culture and travel.

Shaguna Gahilote
Shaguna Gahilote

Excelling in Hindustani poetry, she was awarded the Rajiv Gandhi Yuva Kavi Award in 1991 while still in school. Since then, she has written anthologies of poems in both English and Hindi. “Hindustani couplets have been a way to breathe life into thoughts,” says Prarthana who has also written several lyrics for some of Mohit Chauhan’s songs, many of which were included in his solo album Fitoor.

Prarthana and her younger sister Shaguna collaborated to write a collection of 11 folktales from the mountain region called Curious Tales from the Himalayas. “Folktales, as were preserved and popularised in the days of yore, have now been relegated to the backburner and this book stemmed from the need to preserve and keep in circulation these stories,” says Prarthana. “It is more than just a tribute to the Himalayas that have filled my life with perpetual happiness and joy. It is actually an extension of one’s love and life. The mountains, and particularly, the Himalayas have been the single most inspiring presence in my life and this book is a slice of just that,” she says.

According to Prarthana, writing is a lonely job, an assignment is done in seclusion that mentally disconnects one from the rest of the world. “When one is writing, one doesn’t quite know if people will like or enjoy what you may have written. The audience doesn’t exist at that time. You write for yourself,” she says.

Her sisters are Prarthana’s sounding board, her inspiration, her guides and her belief. “To say that they are my support system would possibly be reducing their place in my life—my sisters complete me. They are the reason why my life is full and enriched. I live in the comfort that even if the whole world turns against me, my sisters will have my back and stand by me,” she says.

Rachna Gahilote with her mother.
Rachna Gahilote with her mother.

The best thing about having sisters is that there is never the dearth of a soulmate, says Prarthana. “You can share clothes, shoes, jewellery, bags and stand-in for the other whenever needed. We never buy one piece of anything. It always has to be three,” she says. Her sisters also help Prarthana find the space and support to travel for her journalism, filling in for her at home and looking after things so that she can pursue her dreams without a worry about what she may have left behind. “My sisters are also the first people I go to when looking for advice. When in trouble, they are the ones I seek help from,” she adds. And what’s the other best thing about sisters? “You can fight, but every fight gets resolved and the sun never sets on anger! That kind of relationship is rare and worth cherishing.”

Youngest of the three, Shaguna Gahilote is a performance oral storyteller who took to storytelling about 15 years ago. After finishing her studies in the UK, Prarthana joined INTACH and has ever since been involved with preserving folk art forms while at UNESCO and the British Council. Her technique – pure storytelling – stems from the style of grandma’s folktales. “I only add a bit of voice modulation and some movement, and my performance solely rests on the story,” she explains.

In 2011 and 2012, Shaguna organised a peace workshop called Peace Across Borders for school children from Pakistan, India and Bangladesh. “The new generation has no knowledge of the roots that the three countries share with each other and have only grown up hearing stories in the news,” she explains. By bringing together the children, the special initiative got them to learn about their common histories and cultures in order to understand each other.
“When you see one child in the audience completely involved with your story, laughing and clapping at the crucial points, you know the story has been conveyed and that it shall live with this person for the rest of his life.”

Needless to say, her sisters are her world. “The bond cannot be explained. It is a mix of being a sibling and a friend, one you can confide in, one with whom you can be brutally frank and still have her covering your back and be there with you through thick and thin. I really feel for those who lack a sister.”

First published in eShe magazine

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nifty 50 ₹16,986.00 -7.15
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Facebook teams up with filmmaker Kiran Rao to tell powerful stories through mobile

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Facebook and filmmaker Kiran Rao have partnered together for the Thumbstoppers initiative to tell stories that evoke emotions in under 10 seconds. With the aim of transforming storytelling in mobile advertising, Kiran Rao took on the Thumbstoppers challenge and created two powerful films on gender inequality and domestic violence in just 10 seconds. She chats with CNBC-TV18 anchor Shibani Gharat and Sunita G.R., Head of Marketing at Facebook India, about Kiran’s experience of making these behaviour changing, emotion-evoking short video ad films.
https://fb.me/fbthumbstoppers

 5 Minutes Read

Emotional storytelling alone won’t sell products any more

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

Marketing is at an inflection point, and for the first time the sector’s transformation is inextricably linked to business dynamics

Who really are the new brand building partners? With the emergence of platforms as media and digital transformation companies getting into marketing communications, are legacy brand communicators losing their relevance? The new marketing technologists point to big fundamental shifts.

Nikki Mendonça, President of Accenture Interactive Operations, points to four big changes in marketing, and tells us why they are happening. “Marketing is at an inflection point, as for the first time marketing transformation is inextricably linked to business transformation.”

The first change is the era of what Mendonça calls ‘Experience Activation’. Technology is enabling companies to design and implement new marketing models to go more direct to consumers than ever before. Technology is allowing for channel integration between paid, owned and earned media, and enabling convergence of apps and social in ways that are making all touchpoints, including in-store and out of home, more frictionless.

But is it relevant in India? Vikas Agnihotri, Country Director, Sales, Google India says yes. “Consumers are lapping up technology faster than marketers. In the early days, when there were only 100m online, marketers believed only ‘valuable customers’ were online and thought online was for ‘niche brands’. Not anymore. With tech becoming easy to acquire, data prices falling and mobile taking over desktops and the shift to apps, India now has 400 million online. The percentages of metro and non-metro are also changing towards non-metro, and digital reach is now higher than TV,” he says.

The second change Mendonça talks about is the ‘platformisation of marketing’. “Tech has evolved at such a rate, demanding and allowing creation and distribution of messages, conversations and experiences in new ways that the awareness to conversion funnel has truncated to three minutes on, say a platform like Instagram. Customer journeys becoming that quick is an incredible phenomenon.”

According to Mendonça, the third change is the move to ‘Atomic Content’. Not hundreds or thousands but millions of pieces can be created, algorithmically delivered and optimised, to cohorts that you want to target. Specific content that comes from understanding previous purchase journeys and behaviour, with pointed algorithm makes brand communication hyper relevant in how and where it shows up.

“Marketers were used to infrequent access to data. But with live data today, marketing can get hyperlocal. Data-based understanding of geo disparity has led to customising messages for categories like cosmetics, bridal dressing, matrimony, and even household cleaning. Granularity can go down to customising as per time of day and even weather impact,” Agnihotri pointed out.

Marketing has become an integrated part of business dynamics and the boardroom, an aspect that Mendonca sees as the fourth change. “Never before has marketing investment been so accountable. Marketing has to be data informed on why spend and is the content data validated? They cannot just get away with ephemeral, romantic content,” she observed.

So is this data-led brand communications leading to a more transaction-oriented relationship with consumers? Mendonca argues that emotion is necessary but emotional alone is no more valid without product superiority, because consumers are doing more research, back-checking all facts regarding provenance, authenticity and substantiation of claims.

So with the emergence of companies like Accenture and Google becoming brand growth partners, can legacy marketers and brand builders left behind in data-led thinking ever catch up? Agnihotri has noted that travel and ecommerce companies, followed by finance and automotive, were early adopters. He cites the example of data being able to predict even exact number of sales for a car brand. “CPG companies like Loreal, GSK, Unilever and Reckitt are leveraging the power of digital, according to him. And as for other marketing communications partners he says “we collaborate with all of them”. Mendonca’s provocative view is that there are some marketers — who are still old school – caught in, what she calls “a little romantic, Hollywood-type” advertising. Such marketers still using proxy brand awareness metrics will struggle to survive when the world is moving to an endgame of hard metrics.” About communication agencies, she adds “They could have created a better, stronger technical infrastructure as backbone 10 years ago. They are playing catch up and it might be too late.”

Is there anything at all that the legacy agencies may still have to hold on to? Agnihotri opines that “story telling is relevant to all. But craft depends on which screen you are writing for”. Mendonca admits that “there are some people who are excellent storytellers”. Their ability to create the raison d’etre of a brand’s existence, and differentiated positioning in a highly cluttered ecosystem, to build desire is worth a lot. But, there is a “need to whip up new rules of branding, the old rules are well and truly dead. New rules are based on customer journey and experience, calling for tangible differentiation. We can’t get away with just emotional story telling”.

Clearly, brand building partners are not limited today to marketing communications but are actually building ‘marketing engines’ and ‘marketing technology’. With live data, artificial intelligence and machine learning, algorithmic planning is here to stay. The question then is, how is the marketing talent coping with all this? How are they managing the shifts, and where are the experts emerging from? What’s happening in the HR world at legacy brand communication partners?

Look out for all this and more, in this series of articles on Reimagining Brands.

Mythili Chandrasekar is a consumer behaviour and brand strategy enthusiast. Recently retired after a 38-year career in brand strategy and communications, she is now on a mission to learn new things.

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

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nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
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index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

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MAMI ‘Word to Screen Market’ 2018: Experts discuss opportunities and challenges of storytelling business

The Jio MAMI Word to Screen Market, a platform conceptualised and helmed by Kiran Rao, Anupama Chopra and Smriti Kiran, attempts to help strong literary works find their way to cinema screens, TV or digital platforms.

At its third edition in Mumbai, Storyboard’s Farah Bookwala Vhora caught up with content creators to understand how the rise of author-backed original content is giving rise to new opportunities and challenges for those in the business of storytelling.

Disclosure: RIL, the promoter of Reliance Jio, also controls Network18, the parent company of CNBCTV18.com.