Every brand has a story behind it which we really value: Vidhi Bubna & Jenissa Paharia - The Daily Guardian
Connect with us

News

Every brand has a story behind it which we really value: Vidhi Bubna & Jenissa Paharia

Published

on

NewsX was recently joined by Vidhi Bubna, Director, Everest PR, and Jenissa Paharia, Chief Strategist, Everest PR, for an exclusive conversation as a part of its special series, NewsX A-List where they spoke about their company and the overall landscape of the PR industry.

On turning an entrepreneur at an early age and starting her own PR firm Everest PR, Vidhi said, “I graduated from Ashoka University in 2019 in Liberal Arts. It gave me the background to work in different industries like real estate, pharmaceuticals, and hospitality due to which I was able to start Everest PR, a 360-degree organisation giving and serving digital needs of different brands, organisations, and individuals.”

Jenissa, who is just 18 years old, shared her experience, “My journey with Everest PR specifically has been fantastic. The founder herself is what makes the company so special. We focus on not only catering to different brands and consumer needs but also ensuring that people working in the company are valued at all times. I started working with the company from the very beginning. Even though I was young, I was given an equal opportunity. Working with brands has taught me that consumers are now working their way to be intertwined with more ethical brands. We choose clients who know their space in the world and are careful and conscious about their choices.”

In today’s times, data is the king. Emphasising on the power of storytelling, Vidhi said, “We have a lot of tech giants in the world right now who are controlled by Silicon Valley and everything has become data-oriented, be it Instagram, Facebook, or Amazon. At the end of the day, what makes a brand is the story behind it and the story of the person who is running it. We really value that story and want to bring data along with storytelling at your doorstep to make it more connectable to the audience. This is the entire idea behind storytelling. People are bad with numbers and will forget easily but they will remember a story 36x more.”

Speaking about the synergy between the two, Jenissa said, “Coming from an Economics background, I have a knack for numbers and have been more attracted to seeing data statistics and analysing different social media trends. With Vidhi, it’s been great as she’s a great storyteller and with the help of my numerical analysis tools and her storytelling, we connect the two and get a brand story across. Vidhi helps out with storytelling and creating awareness, spreading information about different brands and how ethical they are whereas I can understand and validate different consumer needs.”

Vidhi further spoke about the impact of Covid-19 on the PR industry and her company. Earlier everyone used to focus more on offline marketing but this changed after the pandemic as we realised the power of digital media. Offline platforms such as newspapers were shut for almost eight months. We also realised that no matter how dispensable or disposable everything gets, our phone sticks around and that is where the power of social media and PR comes in. People spend an average of eight hours on their phones every day so the time spent on phones keeps on increasing and we ensure that our brands can fit in that time and their audience’s viewership. It’s about monetising on people using their phones often and finding a way to get your brand featured there to grab their attention. During the pandemic, there’s been a shift in strategies where people are focusing more on Instagram and Facebook than any other platform. When you’re running a business, it’s all about looking at a challenge and turning that into an opportunity.”

Jenissa shared her key learnings at Everest PR, “The youth is constantly scrolling on their phones on Instagram, Facebook, and Twitter without paying attention. While they don’t pay attention, if you have something that stands out and attracts their eye, that is where a brand can facilitate their consumer. Even though people’s attention spans are low, they are willing to pay attention to something they find attractive and interesting. You have to go through all the details, refine it, and there’s a screening process before it goes out as even a small word can make a difference. Using the right terminology and keywords makes all the difference. I believe that giving women leadership opportunities is reinforced at Everest PR and different opinions are put on the same pedestal. Having so many young entrepreneurs and powerful women around me, I feel empowered and Everest PR gives everyone equal opportunities.”

Vidhi shared her advice to women and other young entrepreneurs, “Don’t be afraid to take your first bold step. Even if you don’t succeed, you’ve given it a shot and don’t know where you might reach. So, it’s always better to be a risk-taker than following the herd. I feel many women in the world don’t get opportunities as they’re afraid to go that extra mile. Once they gain that confidence, the world will be theirs. For other young people, I feel media is the next big thing as it makes and breaks reputations. I suggest and recommend taking a closer look into media and attending workshops and mentorship sessions even if you’re not completely interested as the field is growing. The world is what it is as the media shapes opinions.”

On a parting note, Jenissa spoke about the vision of Everest PR, “As the name suggests, I believe our motto is that other brands make it to the top. Everest itself is a difficult journey and every avid trekker wants to make it to the top and bear with the consequences and challenges along the way.

We want to make sure that we’re there for the brands and guide them to the top”. Adding to it, Vidhi said, “It’s all about strategic counselling and the way you tell your brands to portray themselves and guide them.”

The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.

For the latest news Download The Daily Guardian App.

News

One out of every 10 women in India suffers from PCOS: Study

Published

on

Every tenth woman in the country is suffering from Polycystic Ovary Syndrome (PCOS) disease and the women with the disease have hormonal imbalance and metabolism problems that affect their health adversely. Apart from this, women suffering from the disease continue to face a string of other health issues like irregular menstruation, weight gain, acne, hirsutism which is revealed by a study conducted by a Ph.D. scholar namely Dr. Ishwarpreet Kaur of the Post Graduate Institute of Medical Education and Research (PGIMER) Chandigarh. It is pertinent to mention that the study was conducted adopting random sampling

As many as 275 women were selected in the study and out of the selected sample, who were administered a questionnaire to elicit their treatment-seeking behaviour, 62 willing participants were subjected to in-depth interviews. The study clearly indicated that most of the PCOS patients were overweight (79%) and were diagnosed between 16-25 years of age (76%). Many ( nearly 45%) respondents had no information regarding PCOS. Only 9.1% received some information from their doctors. Above mentioned disease led to multiple ill effects on their health. It is also worth mentioning that out of the total, 37.5% said that the internet existed as the primary and essential source of the information pertaining to the disease and in view of this, they expressed dissatisfaction with the quality of information. Multiple health care agencies (Allopathy and Indigenous) were consulted by most (85.8%) of the respondents. Allopathy was the preferred choice of treatment. It also came to surface that a lot of them hesitated to disclose details to people regarding the disease and the taboo factor emerged as responsible for the same.

The delay in initiating the treatment ranged from 7 days to 84 months which led to increased problems of the patients The major reasons for this were ignorance, the concept of normality, the concept of endurance and relief from symptoms. They were also dissatisfied with the treatment due to a late diagnosis, lack of relief, taboo, side-effects, expenses involved and the need for repeated laboratory tests. Participants’ course of treatment was influenced by the interplay of individual, distress, health-system, and social-economic factors.

A manuscript based on Dr. Ishwarpreet Kaur’s Ph.D. research work (Co-authors: Vanita Suri, Head, Obstetrics & Gynaecology, Dr. Satya Vati Rana Biochemistry, All India Institute of Medical Sciences, Dr. Amarjeet Singh, Department of Community Medicine and School of Public Health) has been deemed suitable for publication in PLOS ONE, a renowned research journal in the arena.

Continue Reading

News

PM MODI TO PARTICIPATE VIRTUALLY IN THE ‘FOOD FOR ALL, NUTRITION FOR ALL’ PROGRAMME

Abhijit Bhatt

Published

on

Characterizing the motto “Sarvajan Hitaya, Sarvajan Sukhay”, the decisive and sensitive state government of Gujarat is committed to ensuring that all citizens get adequate and timely food. This government led by Chief Minister Vijay Rupani and Deputy Chief Minister Nitin Patel is always striving to provide food security and nutrition security to the citizens. On August 3, the completion of five years of this government, Prime Minister Narendra Modi will be present virtually at the food distribution program organized under the theme “Food for All, Nutrition for All”.

The Prime Minister will distribute 5 kg kits of food grains per beneficiary to over four and a half lakh poor, Antyodaya beneficiaries from more than 17,000 government-approved food grains fair price shops. Apart from that, Chief Minister and Food and Civil Supplies Minister Jayesh Radadia will also join the state-level program at Dahod. While the Prime Minister will interact directly with the beneficiaries at five fair price shops in five districts. In addition, under NFSA, an estimated 72 lakh families (population of 3.5 crores) will be provided five kg of food grains and bags per person. An estimated 8 lakh 50 thousand people will participate in the entire program.

The beneficiaries registered under the National Food Security Act are given milk and rice every month at concessional rates for food security as per their eligibility. As of March 2021, 346.90 lakh citizens of 71.44 lakh families have been covered under NFSA. The state government has also decided to include all disabled beneficiaries and Gangaswarup (widow) women registered under the state’s Women and Child Development Department, construction workers registered under the Construction Workers Welfare Board under the Labor and Employment Department under NFSA. Not only this, the eligibility age of the elderly person for this scheme has been reduced from 65 years to 60 years.

The state government is standing firm on the side of the Antyodaya families by deciding to provide free food grains to 80 percent of the citizens of the state during the lockdown in the difficult times of Corona. During the lockdown in the COVID-19 epidemic by the sensitive government, 3.21 crore families of 65.40 lakh families included under the “National Food Security Act” (NFSA) and NFSA. 14.92 lakh population of 3.40 lakh BPL families who could not be included under NFSA. Wheat, rice, chickpeas, sugar and salt “food baskets” were distributed free of cost to 3.36 crore population of 68.80 lakh households from April to June. For the first time, a population of 2.50 crore middle-class families of 61.04 lakh APL-1 category who could not be included under 10 kg per family per month. Wheat 3 kg. Rice 1 kg. Chanadal 1 kg. The quantity of sugar was distributed free of charge. Apart from that, wheat, rice, gram, sugar and salt were distributed free of cost by the state government at that time to the destitute, needy people, distressed, foreign laborers under the state’s “Annabrahm” scheme and by extending the scope of the scheme. Grain worth Rs 2,000 crore was distributed free of cost by the state government during the Corona period.

Continue Reading

News

Ahead of 2022 Gujarat polls, Vajubhai Vala’s meeting with Rupani creates political buzz

Abhijit Bhatt

Published

on

Vajubhai Vala is considered to be the most senior leader in Gujarat politics. Vala has returned to Rajkot after retiring as Karnataka governor, but there is a lot of speculation about whether he will play any role in the BJP. Gujarat Chief Minister Vijay Rupani on his 65th birthday, on Monday, bowed before veteran leader Vajubhai and sought his blessings. Vajubhai later told the media that the BJP was to be taken forward, not wiped out. It is clear from these words that there is a political gesture that Vajubhai would be given an important position in the BJP. Vajubhai’s entry into Gujarat’s active politics is certain, but all eyes are on what position he will take.

Rupani said that with Vajubhai’s arrival in Rajkot, the workers will get the warmth of an elder. Vajubhai has never retired, he added. In different avatars, they will be seen serving the party.

After paying a courtesy call to Rupani, Vala told the media that the former is a fearless leader. I have blessed him. “Party and leaders will talk about the organization in 2022. They do the responsibility that was assigned to Vijaybhai. I don’t want to wipe out anyone; I want to move the BJP forward,” Vala told the reporters.

Regarding the change of BJP general secretary, Vajubhai said that the Sangh was working as per its plan. Ratnakarji has been appointed in place of Bhikhubhai Dalsania as the general secretary of the organization.

After the meeting with Vijay Rupani, Vajubhai said in a statement that the visit was a goodwill visit. When there is a political debate, both the organization and the government sit down together. However, Vajubhai reiterated his statement and claimed that he would work in the BJP as a worker.

Political analysts say Vajubhai is the most senior BJP leader. Vajubhai has also been the state president and has extensive experience in the administrative work of the government as a finance minister. Vajubhai can play the role of troubleshooter in the current state of Gujarat politics, whether it is a matter of coordination between the organization and the government or raising questions about the Patidar leadership. Then he can be given an important responsibility before the election of the year 2022.

This time around, the third front is in the race for the 2022 elections and an atmosphere of mistrust has been created by the Patidar community against the government. While Vajubhai’s entry into politics is imminent and he has also expressed a desire to work in the organization, all eyes are on where and how the national body uses his vast experience.

Narendra Modi and Amit Shah have been involved in national politics for the last eight years. And it is undeniable that there is no bigger and universally accepted face in Gujarat BJP at present. The party is aiming for 150 seats in the 2022 assembly elections. The return of Vajubhai to Gujarat is a clear indication that this is a major step towards curbing BJP’s internal factionalism in the region and giving the organization a re-accepted face.

Continue Reading

News

TMC WILL WIN 2023 ASSEMBLY ELECTIONS IN TRIPURA, SAYS ABHISHEK BANERJEE

Arup Kali

Published

on

Trinamool Congress leader and West Bengal Chief Minister’s nephew Abhishek Banerjee alleged that his vehicle was attacked in Tripura on Monday.

Tweeting a video of the incident on social media, in which people standing by the roadside holding BJP flags are seen hitting his moving car with sticks, Banerjee tweeted, “Democracy in Tripura under BJP rule! Well done Biplab Kumar Deb for taking the state to new heights.”

Meanwhile, during a press conference in Agartala on Monday, Banerjee said that the Trinamool government would come to power after winning the 2023 assembly elections. Banerjee also said that that the Biplab Dev will lose the election. Pointing out that Tripura is led by ‘goons’, and the Chief Minister of the State, Biplab Kumar Dev, is nothing but a ‘scapegoat’, Banerjee said, “I came in 2016, but the situation was not worst, as it is now.” He said that the Left’s rule of 25 years and the BJP’s rule of 3 years thereafter have led to such a poor condition of the state, and also mentioned that development in the past 28 years is nil. “They (Left and BJP) played with Tripura’s future,” he added.

“I have been repeatedly detained,” Abhishek told media during the conference.

“But we could not be stopped. We are like iron. The hotter it is, the harder it will be. The more we work, the more stubborn we will be. The Trinamool has set foot in Tripura. We will build a government of democracy and development here in the next year and a half. But we need your help,” Banerjee added.

Nevertheless, the real situation is exactly opposite of what the Trinammol leader is claiming. In West Bengal, Mamata’s strength is the minority vote which amounts nearly to 28 percent. In Tripura, it is close to 7.6 percent. Mamata is looking at the tribes for whom 20 seats are reserved. If they want to get their votes, they have to accept the demand of the independent Tipland.

Mamata did not try less last time in Tripura. The Trinamool fought fiercely in 16 of the 60 seats. The person who got the highest number of votes was Madhusudan who got 435 votes. The percentage of votes Trinamool received was 0.3 (6969 votes). The Congress vote share was 1.6 percent, and the NOTA received nearly 16,000 votes respectively.

Addressing the media, Abhishek Banerjee, said that the Mamata Banerjee government has made sure that the benefits promised in the manifesto reach every door of West Bengal, and the TMC government has similar plans for Tripura.

Continue Reading

News

RUDRAPRAYAG FOREST DIVISION HARVESTS OVER 10 MILLION LITRES OF RAINWATER

Published

on

In May 2016, with major fires blighting around 1,900 hectares of forests in Uttarakhand, the government had to send two MI-17 helicopters, NDRF, SDRF, and Army personnel to douse the flames. A total of 1890.79 hectares of the green cover was destroyed inthat fire season cycle of four years. Now, in 2021, the Rudraprayag Forest department has turned the tide. Forest fires used to be a major setback for Chamoli, Pauri, Rudraprayag, Tehri, Uttarkashi, Almora, Pithoragarh, and Nainital. But now these areas are brimming with harvested water, and that has not only been able to combat fire incidents but has also helped livestock and created contour trenches to save soil as well.

With all these efforts amid the pandemic, the Rudraprayag Forest division has managed to store 10 million litres of water within 330 hectares of forest that is now declared treated and can combat every four-year fire cycle. It has been possible due to extensive efforts which enabled the creation of small ponds, trenches, and check dams.

Speaking about the issues in Rudraprayag forest division, IFS officer Vaibhav Singh told The Daily Guardian, “We have around 30000 hectares of Chir Pine dominated forests. As Chir always grows in the dryer parts of the forest it makes it more vulnerable to fire. Secondly, due to the dry forest floor and no soil moisture, hardly any vegetation comes up in these forests.”

“Many villages in the district source their water from the nearby forest areas through small streams and channels. In peak summer season, these water bodies dry up and create issues for the adjoining villages. Not only humans but the wild and domestic animals also suffer from lack of water,” Singh added.

To combat these issues, the forest department in Rudraprayag has been working extensively for the past couple of years in conserving rainwater and soil moisture.

With monsoon knocking on doors, the hilly state of Uttarakhand has started recording heavy rainfall. While national highways are getting blocked due to landslides, places like Chamoli, Rudraprayag, Bageshwar, and Pithoragarh are facing a rise in the river water levels.

“With the efforts of my staff, field team, and other people, we have managed to conserve more than 80 lakh litres of water during these 15-20 days of heavy rainfall,” Singh said.

To conserve rainwater in Rudraprayag, the traditional ways of “Chal Khal” system were mostly followed in the Garhwal region. The villagers would dig small percolation pits on every bit of available land on the slopes that surrounded a drain line. The pits prevent water and soil erosion and also enhance percolation. The rainwater oozes into the soil and recharges the groundwater, and ultimately forms a river body.

Singh told The Daily Guardian, “We have been doing this work for the past two-three years, but last year in particular we did it on a very large scale. Out of all the six ranges in the division, we selected areas vulnerable to fires. With the help of funds availed from the State Compensatory Afforestation Fund Management and Planning Authority (CAMPA) and NamamiGange scheme, we made around 1732 check dams of various types ranging from vegetative to crate wires and contour trenches were dug up in 330 hectares of degraded Chir Pine forests. With this, around 612 water bodies of different capacities were created with a total water retention capacity of more than 1 crore litres.”

Continue Reading

News

Pegasus row: Bihar CM demands probe, JD(U) first BJP ally to do so

Published

on

Bihar Chief Minister Nitish Kumar on Monday demanded an investigation into the Pegasus spyware scandal.

“A probe should be done, indeed. We have been hearing about telephone tapping for so many days, the matter should be discussed (in Parliament). People (Opposition) have been reiterating (for talks) for so many days, it should be done,” Kumar said when asked if the matter should be investigated.

While Opposition parties have mounted an attack on the central government pressing it to conduct a discussion on the issue in Parliament, this is the first time that an ally of the BJP has demanded an investigation into the scandal. JD(U) is a coalition partner of the ruling National Democratic Alliance at the Centre.

Addressing reporters in Patna, the Bihar Chief Minister also echoed the Opposition’s demand for a discussion on the issue in the ongoing Monsoon Session of Parliament.

He said that people know only what’s been said in the Parliament and what the media is showing, but to know the whole truth, the matter should be probed.“In today’s time, people can misuse technology. There should be a probe so that this can’t be misused to exploit anybody. If the Opposition is demanding discussion for so many days, then there should be a discussion on the matter,” Nitish Kumar said.

Meanwhile, both houses of the Parliament were adjourned for the day amid the Opposition’s demand over discussion on the alleged use of Pegasus spyware to snoop on journalists, politicians and other eminent personalities.

WITH ANI INPUTS

Continue Reading

Trending