Our campaign succeeded. The Health Minister responds.
3-4 months ago, we had created a communication campaign to prevent Genetically modified food from being commercially sold in markets. In case you didn’t know, Genetically Modified food is created by taking genes from organisms like bacteria, viruses, spiders, scorpions or even human beings and forcibly inserting them into the genome of brinjals, potatoes, corn etc. so the vegetables develop certain new traits. When GM food was tested on rats, the results were alarming. Evidence linked GM with stunted growth, impaired immune systems, potentially precancerous cell growth in the intestines, enlarged livers, etc.  The objective of the campaign was to get the Health Minister to take a stance against GM.

For a change, we had suggested the GM campaign should focus on consumers instead of farmers.  And the creative theme for the campaign, ‘I AM NO LAB RAT’, took its inspiration from the lab rat studies that were the only proof against GM. It simplified the complex concept of GM into something that any consumer could easily relate to – ‘Don’t test GM on me. I AM NO LAB RAT’. The campaign ran in more than 15 cities across the country and more than 70,000 petitions were sent in a short period of time to the Health Minister. The campaign has met with success. Recently, the Health Minister took a firm stance against GM food.
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What stops women from getting into the Top Management?
Currently we are completing a very interesting study to ‘understand why women don’t grow in the corporate hierarchy’. This study is done for one of the largest IT Corporation. The study has been conceived in a manner to understand the socio-cultural context , women’s life context and finally narrowing it down to her work context. The study involved long conversations with many women and men employees from different life-stages from various categories/companies, besides sociologists, counsellors, psychologists and lawyers.  The study has unearthed certain silent discriminators that come in the way of women’s growth.

The myths at the bottom of the pyramid
On an ongoing micro-finance engagement, our work went into segmenting the much celebrated BoP market. This work involved over 2000 quantitative questionnaires, over 250 depth interviews, a stay in the slums and thousands of hours thinking about the phenomenon called ‘poverty’. At the end of it we were able to answer questions like how many manageable segments exist in the slums, what characteristics define them, what circumstances enable them to move up in life and what pulls them down etc. According to a few experts who have seen the study, it is a one of its kind effort in understanding low income segments and their financial behaviour.