'Advertising today is not about promoting a product but creating conversations': Devika Seth Bulchandani - The Daily Guardian
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‘Advertising today is not about promoting a product but creating conversations’: Devika Seth Bulchandani

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Slated to take over as Chief Executive officer at North America and global chairwoman of advertising soon, Devika Seth Bulchandani is a known name in the world of advertising. Currently serving as the North American President for McCann WorldGroup, where she has been there for the last 26 years, Devika recently shared some valuable insights from the world of advertising in a recent conversation with NewsX as a part of its special series NewsX India A-list.

Not just advertising, Devika has also done some commendable work in the field of social change and gender equality. In fact, she was one of the movers behind the ‘Fearless Girl’- the bronze culture that we see across New York stock exchange.

When asked about how did it all happen and the message it sends across, Devika said, “There is a very interesting dynamic going in the world. One thing that we are seeing all over the world is that the trust in government, wherever we are in the world and whatever part of the world we are in, is declining, The data, when we look at it, varies from under 50% to 60% in different countries. But, at the same time, what we are seeing is consumers and people are expecting companies, corporations and brands to make a much bigger impact in the society. What we do is that we work with a lot of brands and clients to figure out what is the intersection of what they do from a business perspective and how that can actually create some aspect of social or societal change.”

“The fearless girl was with one of our client, i.e State Street Global Advisors. They are an asset management company and they had some research that said when you have more women on corporate boards, companies do better. I just want to pause for a moment and say this is not about having women because it is the right thing to do. This is about having women we are actually effective when it comes to business results. They had the data to prove it and they came to us to say that they needed to do something and draw attention to this fact so that more companies would get women on corporate boards. As opposed to doing a print ad or digital banner, which is you would for an asset management company, we went about differently and said we are going to draw noise and attention to this issue. It was going to be one of the few things that an advertising agency did that is never going to be taken away. Most of what I do, my grandchildren will never hear about but fearless girl is going to be standing there even when my great grand children are around,“ she added.

 Emphasising the message behind the campaign, Devika expressed, “We started by putting the fearless girl across the charging bull and the whole point was ‘We are here’. It was a very confident stance and the bull is a representation of the masculinity that prevails all of the corporate America and the corporate world.  Here is a 8-10 year old girl and she has her hand on her hips with this power stance looking the bull in the eye to say, ‘I’m here and we have a position in the same sphere as you do.’ I’m really proud to say that more and more women now have seats on corporate boards. That is the result of this dialogue. Advertising today is not just about promoting a product but it is about creating conversations around issues that we need to address as a society and as a world.”

On being asked how advertising has changed amid the pandemic, Devika said, “Very early on, I think it was March 12 when US went into lockdown. The following Sunday, I got a call from somebody in our team as everyone in the team wanted to do something. We came up with a campaign, which was called ‘I stay home for’. It was just a hashtag. We talk so much about how different media can play a role in creating any kind of behaviour change. When we started this hashtag, we got Kevin Bacon involved because he does 360 degrees of separation and people were just holding signs up that said ‘I stay home for’.  It was like ‘I stay home for my kids’, ‘I stay home for my mom’, and it really got a lot of traction. So yes, Advertising, communication, ideas, and creativity can play a massive role in all aspects of behaviour change. Be it making people buy their product, which is traditional advertising, be it making people do something that is good for them or raising awareness about a bigger social issue like role of women in corporate boards. It runs the gamut.”

Reflecting on how one should see the conversation on social media in respect to hate speech and making one’s own voice heard, Devika said, “What happens very often is that we start to think about the medium first rather than the objective first. The minute you start with the medium, you are doomed for mediocrity somewhere. At the end of the day, you have to think about what the objective is and what we want human beings to do. If I want to get from South Delhi to North Delhi or Friends colony to Sundar Nagar, I can take a car, a bicycle, a scooter, an auto or get on hitch hike. It’s all going to get me there. The question is what is the right method, how much time do I have, what am I trying to achieve and we tend to forget that when we think about this whole digital revolution of sorts.”

How does one manage the noise along the way? Devika responds, “That’s what I have to think about when I think about a campaign. Am I trying to create noise, what is my objective, do I want to get somewhere really fast or while I am getting there do I want 20 other people to hitch hike with me. It is the objective that really matters and I think we don’t pay enough attention to it. Every medium has a role, but it has a role. Just because a new medium comes up, we tend to think that this is the only thing that everybody cares about. That’s not entirely true. We have done very successful things for clients that have GenZ audience and TikTok but we have done really successful things for clients where you use Instagram with the most archaic medium called a bronze statue, which is like 3000 years old. It is possibly one of the most famous advertising ideas of all time. You really got to think about what the objective is and what are we trying to achieve, then we think about what the right medium is.”

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5 MUST-HAVE JEWELLERY PIECES FOR KARVA CHAUTH

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As we spent yet another year at home in our pyjamas, the ongoing festive season has given us the perfect excuse to dress up! It is that time of the year when festivity in India is in its full swing. India boasts of an array of significant festivals, of which Karva Chauth, marks one important celebration for married couples.

Karva Chauth is a celebration of the pious bond between a husband and a wife. Ladies dress up to the nines and observe fast from sunrise to moonrise for a day for the safety and long lives of their husbands.

Undoubtedly, like every year, ladies would be stressed about choosing the perfect outfit for the special day. But do you think your search will be limited to finding a good dress? Of course not!

With your sartorial choices taking the front seat, do not forget to have your hands on the must-have jewellery pieces that not only compliment your clothes but also your personality.

Bhavesh Navlakha, founder of online fashion jewellery brand Sukkhi helped ANI list the trending jewellery pieces that would be a one-time investment for you to perfectly style your outfit not only for Karva Chauth but also for the entire festive season:

1. Pearl choker: Chokers are never out of style and are a beautiful addition to accentuate Indian outfits. The choker lends an edginess to your chosen ethnic outfit. An elegant pearl choker can elevate any outfit and give a rather classy look without being too heavy.

2. Long-chain jhumkis: Long-chain jhumkis, also referred to as Bahubali-inspired earrings, is a style statement that acts as the perfect addition to any ethnic outfit. It is a contemporary take on traditional earrings which adds a touch of glamour to your outfit without the need for any more jewellery.

3. Pearl bangles: Bangles are one of the most traditional accessories used in India. Bangles are a versatile jewellery piece that compliments our ethnic outfits. Adding jewellery pieces to your wrist acts as the perfect accessory to just about every Indian outfit.

4. Jhumkis: Jhumkis are immensely popular as one of the most worn jewellery pieces and is loved by everyone for their intricate design. Jhumkis can be paired with Indian ethnic outfits and also western outfits to create an eye-pleasing ensemble.

5. Kundan neckpiece: Kundan neckpieces look elegant and sophisticated and can glam up your outfit in no time. Not just for Karva Chauth, but Kundan sets can be worn by pairing them with your favourite outfit and layering the necklaces.

With jewellery trends constantly evolving and changing every year, we find it hard to keep ourselves updated on them. So, now that we have got you all covered, style your outfit with the above-mentioned jewellery pieces, making your ensemble not only look great but also speaking volumes for you!

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Needledust launches its first-ever store in Mumbai

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India’s first-ever designer jutti label, Needledust is thrilled to announce the launch of their first-ever store in Mumbai at Reliance’s first premium mall in Mumbai’s Bandra Kurla Complex, Jio World Drive.

Housing more than 90+ premium and luxury brands, JIO World Driver is an exciting hub for luxury, fashion, shopping and entertainment. Located in Bandra Kurla Complex, and spanning across an area of 17.5 acres at Maker Maxity, Jio World Drive is Mumbai’s newest, vibrant urban hangout. The precinct is home to 72 prominent International and Indian brands, 27 culinary outlets with cuisines from across the globe, Mumbai’s first rooftop Jio Drive-In Theatre, an open-air weekend community market, pet-friendly services, a dedicated pop-up experience and other bespoke services. With an international consumer base, Needledust launched in 2014 with an original first of its kind product in the designer jutti space.

Following the immense success of their existing stores in Delhi & Chandigarh and a spectacular online presence on Needledust.com, this is a significant milestone for the brand as they open their doors to the tinsel town. 

Needledust brings to you a line of bespoke fine leather juttis that speak the charm of a true old school artisan with a desire to recreate this age-old craft for those who wear, admire, preserve its elegance and culture.

The celebrated label is all about unbridled passion for the revival of the jutti and unmatched craftsmanship, amalgamating the finesse of old royal moulds with innovative design and embroidery patterns that impeccably reflect 21st-century aesthetics.

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MANUBHAI JEWELLERS LAUNCHES AN EXCLUSIVE BRIDAL JEWELLERY COLLECTION FOR NEW BRIDES-TO-BE

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This wedding season, Manubhai Jewellers, a leading jewellery brand for over 30 years has made the process of finding the perfect jewellery for all the brides-to-be more special and remarkable. The brand has launched a new campaign called “Wedding by Manubhai” that features jewellery for every function – Sangeet, Mehendi and Wedding -along with a special traditional experience for all the new brides-to-be to wish them good luck and prosperity.

Speaking about the new campaign, Samir Sagar, Director, Manubhai Jewellers, said, “We at Manubhai Jewellers have been creating intricate and beautiful pieces of jewellery that balance between tradition and contemporary design to suit every occasion. For the wedding season, we want to take the opportunity to highlight the traditional values associated with our brand and offer a new bridal experience.” Manubhai Jewellers are popularly known for their specially crafted and curated collections in Mumbai. With a retail presence in Borivali, they cater to every customer’s needs ranging from beautiful modern diamond pieces to fanciful and chic gold wear, to traditional Kundan and Jadau jewellery. The brand is one of the few jewellers in Mumbai creating bespoke designs in Polki, Temple and Antique.

Additionally, Manubhai Jewellers are also committed to specialising in bridal jewellery called Madhuban. The Madhuban collection features beautifully handcrafted inspirational jewellery displayed in the store with a royal theme. Manubhai’s traditional concepts stand are brilliantly reflected through the indigenous craftsmanship of the Madhuban collection and has made the brand popular among the best jewellery shops in Mumbai. Further, all jewellers at Manubhai are hallmarked and certified.

Further, to make the moment special for new brides, Manubhai Jewellers have also introduced “Madhuban Delight” wherein the bride is first welcomed in a traditional way with the ‘Aarti thali’ and then gifted with a ‘Potli’ – a traditional drawstring bag that contains silver coins, vermilion, rice and Swastik that symbolise good luck, prosperity and imply the underlying cultural significance of ceremonial rituals.

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Karva Chauth 2021: Stand out with these easy makeup looks

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Karva Chauth, an important festival for married couples has always been about dressing up to the nines and sporting elaborate makeup looks for women. Karva Chauth is a celebration of the pious bond between a husband and a wife. Ladies dress up to the nines and observe fast from sunrise to moonrise for a day for the safety and long lives of their husbands. This year Karva Chauth will be celebrated on 24 October, that is, Sunday.

Ladies, you may even have spent days planning out your Karva Chauth outfit and makeup look. However, with the Covid-19 pandemic easing down, there is much of a point in getting decked up like earlier.

So, it is time to come up with a makeup look that is not only appropriate for your special day but also worthy of posting on Instagram!

Check out the simple tips listed below by Professional MUA Sahibjeet Kaur shared with ANI to create a makeup look that is unapologetically you:

1. Basic red, with popping eyeliner or kajal: Women love to wear traditional red shades for their Karwa Chauth, but another trend that has really taken up and we cannot get enough of is the coloured eyeliner or kajal look. Gone are the days when your eyes could carry only basic black or simple brown colours. Now, you can use coloured eyeliner or kajal to add a unique point to your Karva Chauth look. Add trendy colours like lime green, electric blue, and bubblegum pink to your eyeliner or Kajal. You can play around with a sleek cat-eye look or experiment with a graphic liner look by doing a cut-crease with a coloured liner. Apply bold blood-red lipstick with small size red bindi. To compliment your look, style your dress with gajra, mang tikka, and a choker neckpiece.

2. Have fun with the eyeshadow palette: Bid adieu to your basic pink and red eyeshadow look. Explore the peppy colours in the palette and blend the shades that go with your outfit. To add more glam to your eye makeup, apply artificial lashes on your eyes and coat them with intense mascara. Go light with your lip-shade to let your eyes do the talking!

3. Smokey eyes with a glitter twist: A trend that can never become stale is the basic smokey eye makeup look. But, why should you settle for basic? Pick up your makeup brush tool and add some glittery twist to the whole look. Choose a colour matching to your outfit for the smokey eyeshadow. Blend it until you achieve the perfect smoke. Apply artificial lashes to your eyes and coat them with intense mascara. Ditching the basic black, add a glittery twist to the whole look by applying a silver shiny eyeliner. Apply nude or glossy lipstick and a stroke of highlighter on your cheekbones. If you can wear big jhumkis, it can enhance your look like anything.

4. Add some glow to your look: Steer clear of your ultra-bright golden highlighter and go for a subtler look instead. Opt for a subtle highlighter in the shade of rose gold, champagne, or dull gold. Apply it at the high points of your cheekbones, on your brow bones, and down your nose to give yourself that lit-from-within look. This will make your makeup look understated while still making you look effervescent.

5. Get peachy with blush: Red, pink or green- choose any colour for your outfit and peachy makeup will add volumes to your look! Go for a peachy blush with a slight shimmer to add warmth to your face and elevate that dewy look. You can apply the blush straight across your cheekbones and nose to create a pretty fresh look and to your nose to give yourself that lit-from-within look.

Pro-tip: Do not neglect your eyebrows. You can use an eyebrow pencil to shape up your eyebrows or can use eyeshadow to give a natural uplift to your brows.

Now that we have got you all covered, try out these makeup tips to glam up this Karva Chauth!

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DIAL M FOR MINIMALISM

With the adage ‘Less is more’, allow your furnishings and accessories to come through placing them judiciously, giving your home an effective yet understated appeal that is easy on the eyes.

NAMRATA KUMAR

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Clamping down on consumption for some has indirectly affected their aesthetic (most for the better). It has initiated a shift in consumer choices. The year 2020 and a majority of 2021 have seen a shift in design trends. Instagram accounts with zen influencers have made impressions in the aesthetic inclinations of many. Enter Marie Kondo, the purveyor of minimalism with tidying up as her motto. Known to preach cleanliness, she believes ’Tidying up’ fosters joy and serenity. Indulgence and maximal living is a personal choice and we are not arguing about it. Respect, Kardashians and Jenners.

However, understated interiors are an aesthetically pleasing choice of decor. This style that is #trending can be incorporated into homes of all shapes and sizes. Whether it’s Japanese, modern or Scandinavian, there are many ways to achieve this coveted look. An added advantage is it is not labour intensive to execute so you can save energy for your upcoming HIIT session. Most of these sleek looks can be achieved by incorporating simple streamlined furniture with chalky hues for upholstery.

Clean modern lines, a pastel palette of colours and simple silhouettes. With the adage ‘Less is more’, allow your furnishings and accessories to come through placing them judiciously, giving your home an effective yet understated appeal that is easy on the eyes. Colours are imperative.

A decluttered coffee table with a statement pot planter can do the trick. Facets that add to the zen features range from contemporary ceramic bowls to a some-free soy wax candle. These contemporary bowls can be procured from Ellementry, a home accessory studio from Jaipur. Nestasia (an online Indian home store) boasts of geometric ceramic pots that are unique and trendy. They are available in chalky hues in harmony with a minimalist’s handbook. For everything else there is Ikea.

Rattan mirrors are topping the charts for sprucing up your blank spaces. Choose from a range of hand made rattan numbers to bevelled circular pieces. One mirror on a single wall should do the trick. A multitude of small rattan mirrors can add that subtle adornment. These handmade rattan numbers could be found at gingercrush.com. You could also explore www.pepperfry.in for some sleek round mirrors by the brand Flairglass.

Tables with sharp lines or curves comply with the minimalist’s montage. Sofas and couches with forms conforming to the Marie Kondo design sensibility.

If you’re looking to fix the mess, commit to tidying up. Investing in simple yet effective pieces with minimum maintenance. Airy spaces with sunlight pouring in are therapeutic. Choose earthy and pastel colours in tandem with the zen philosophy. To destress, declutter.

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ICDMA FOUNDER TO INTRODUCE AI PLATFORM FOR IDENTIFYING AND MITIGATING DIGITAL RISKS

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ICDMA is a provider of IT services such as Cyber Forensics, IT Audit, IT Risk Evaluation, and Digital Security. In recent years, it has become a tried-and-true standard for businesses looking to defend their brands, enterprises, and reputations from crippling cyber attacks. They develop and deploy information security platforms and services, both standard and personalised, to protect, evaluate, and respond to cyber threats such as security breaches that occur in your systems and networks. The services they provide include Application and Web Development, Graphic Design, Security Audits, Cyber Security Services, Vulnerability Assessments, Fraud Risk Management, and IT Consultancy.

In addition, the firm achieved awards for being the best Cyber Forensics firm preventing businesses from external threats. A cybersecurity analyst is responsible for the security of an organisation, business, or government agency from cyber threats. Their primary role is to analyse any possible threat that might occur through or to your system and come up with plausible and practical solutions to protect you.

Being a cyber security expert and analyst, Dheeraj Kumar has years of experience and stays up-to-date with the current crimes and security trends. He believes that like many other professions, this is a never-ending learning field. They monitor your networks and then analyse them to find common threat patterns or trends. Further, they design software that suits the needs of the problem at hand and ensures that these measures are maintained properly. If, in any case, they encounter a new problem, they utilise their years of experience and knowledge to produce a unique solution.

Witnessing the increased cyber threats, Cybersecurity analyst Dheeraj advises people to use the Internet wisely and productively. Dheeraj is currently working on an Al-driven platform for identifying and mitigating digital risks and counteracting brand impersonation attacks with the company’s patented technologies at its core. Dheeraj’s experience in threat hunting and cyber intelligence has been fused into an ecosystem of highly sophisticated software and hardware solutions designed to monitor, identify, and prevent cyberattacks.

A cybersecurity analyst is responsible for the security of an organisation, business or government agency from cyber threats. Their primary role is to analyse any possible threat that might occur through or to your system and come up with plausible solutions.

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