Monday, December 19, 2016

Beyond the Bottle

(My article in the Business World)

Consumers have begun to look beyond the product and at the purpose beyond profit. It’s no longer about selling soaps, it’s about saving lives.

Purpose is what galvanises an organisation to action. It’s a seed which grows to drive employees from within, often giving meaning to their work. It’s what inspires the consumers too. It’s not a mere slogan to be created by an agency and tucked away beneath the logo or printed on a handbook.

Why is it more relevant now?
Traditionally, marketers told consumers what they were supposed to want. Not any longer. Today, consumers are making choices based on certain values and purpose. People don’t “buy what you do” people “buy why you do.” Simon Sinek in his famous Ted Talk says, “the goal is not to do business with people who need what you have, but to sell to those believe in what you believe.” People stood in long queues to buy an iPhone, not just because it was a great product, but because they believed in what Apple was wanting to do. Every choice made by the consumer is driven by an internal purpose.

Read full article:

Thursday, December 15, 2016

The Digital Marketing Hunt That Never Was

(A digital marketing poem)

I had a problem
And sought an answer

They threw annoying popups
Even sent me offers

They asked me to sign up a form
To send me a solution

They passed me through a funnel
Tossed me a whitepaper or two

Roasted like a turkey
Grilled like a chicken

I wanted them to listen
They wanted to talk

I let them be

And kept my money safe.

Rajasekar KS 
He tweets on content and social media marketing at

Friday, December 9, 2016

Technology Disruptions Spur Growth of the Gig Economy in India

(My article in The Economic Times)

Not long ago the only people looking for gigs were artistes, musicians and writers. The rest were looking for a secure day job.

But in recent years, disruptive technology platforms like Airbnb, Ola, Uber, Olx and Quickr have opened new dimensions of “part-time” or independent work. The gig economy has truly arrived. Digitisation has opened new avenues for making “extra money” on the side. These consumer-to-consumer platforms allow the buyer and seller to meet, while the platforms just provide technology to connect the two.

Read the full article 

Friday, December 2, 2016

Raise your voice, not your hands

Pic: Pixabay
Let not thy hands be raised against a woman
Let thy hands be raised for her support
Let not thy voice be raised against a girl
Let thy voice be raised for her cause
Let not thou stalk her
Let thou walk along with her
Let not thou treat her as weak
Let thou help free her shackles
Let not thou disregard her pursuits
Let thou respect her views
By doing this you’re not changing her future
You’re changing your future too
Celebrate her life, celebrate your future.

KS Rajasekar

My poem for 2017 #LaadliAwards