Passion For Life

Passion is defined as something that is very strong and powerful. An emotion which is extreme, something which has no parallel, an intangible and abstract overwhelming emotion. But a person who understands the true essence of it, and can channel it properly reaches unimaginable heights of success.

From time immemorial we have known of people who have risen to the top beating all odds, they have struggled, overcome unimaginable hurdles and faced immense criticism. How did they do it? How did they not break? How did they carry on in spite of being ridiculed, and laughed at? There is only one answer to all these questions. The answer is confidence and self belief. Belief that anything in this world is possible. Belief that there are no boundaries to rationality, and belief that if we truly want something, even the universe conspires to give you that unimaginable something, because the universe doesn’t understand numbers, it only understands feelings.

People like Leonardo da vinci, Einstein, Beethoven and Lance Armstrong are some of the few people who have applied their passion for science , music and sport over all else. We envy them, put them on a pedestal, and give them god like qualities; ignominious of the fact that in the end it all comes down to one simple thing, “PASSION”. Pure, eternal and fierce, almost deadly at times.

One more example of true passion which I have seen and experienced is of this really good friend of mine. His name was Zafar, a handsome, intelligent, outgoing and an incredibly warm person, a computer engineer from TCS, who loved and enjoyed life to the hilt.. but the situation changed completely when he met with an accident, a near fatal car accident, causing a complete spinal cord injury at the C3 level resulting in quadriplegia and diminishing breathing capacity, necessitating the use of ventilator at all times. Spinal cord is one injury which causes extreme, permanent debilitating effects, which can never be reverted.

Everyone , his family and friends were so shaken that they could not even face him, the sight of him attached to innumerable tubes and complicated wires was something which no one could fathom. It was such a paradoxical situation, someone who had so much fervor for life , could be reduced to such a vegetative state. The doctors had proclaimed that this is what he would be for the rest of his life, and there is nothing which can be done other than sustaining him in the current state.

I was immensely sad, sad for his family, his friends, but most of all I was sad for him, sad that such a promising, dynamic person has lost all opportunities to do something in life, and I thought it was all over for him. I was sitting beside his bed, reading a book distractedly when he murmured quietly that he would get up and walk out of the hospital in one year, and I cried, and all he did was smile.

I visited him every weekend , he worked immensely hard during his physical therapy sessions, and his speech therapy sessions, and his yoga sessions. It went on and on and on, day in and day out, his progress was painfully slow, and any other person in his place would have long given up. But not him, and true to his words at the end of a year he left the hospital walking, without crutches, totally and completely independent. Miracle is one word which doctors don’t like because it takes away their prowess, but they themselves were startled. Never before had they seen a case like this, and never before have I seen a case like this.

When I asked Zafar as to how he dealt with the situation, he told me just one thing, he was passionate about his life, and he was not going to allow anything get in between him and his life, he was passionate that he wanted to walk, to be independent, and not once did he have a doubt in his ability to make that possible, he said this and gave me a big hug, and I cried again.

-Team White (Mad Hatters)


KSA – The Fast Track of 4-D

Episode ’10 brought much more than fun, ecstasy, joy and experience to team ‘white’ – named ‘4-D’ or better known as the KSA family. It brought an ultimate stage, a one of a kind market for us to practice the marketing concepts previously handled with expertise by the eminent faculty members of TAPMI in classroom sessions. Team ‘white’ took the opportunity as a challenge to apply the theoretical concepts in a real time market for the first time; the long discussed techniques of viral marketing taught in marketing sessions and the most famous teaser campaigning method used by Frooti in late 90s, explained in our consumer behavior class. And the result was overwhelming indeed. It took no time for team ‘white’ to get the attention of every eye and the mind share of every TAPMIan. Curiosity had done its job again, much more effectively than ever expected and every student of TAPMI soon was searching for KSA through various sources. KSA, a character developed by team ‘white’ to associate themselves with, became a brand and within 2 days of its execution and the team was started to be acknowledged as the team KSA by every PGP1 student. It was the result of this strategy that team ‘white’ got immediate attention of the students and jumped onto its fast track of publicity.

The KSA strategy, known as the teaser campaigning in the world of marketing is usually adapted by companies to increase the brand recall by generating curiosity among its customers in a highly competitive market. The EPISODE ’10 along with the competitions had brought the best 4 teams filled with talents to compete in the same arena for space inside the mind of their juniors and KSA proved to be pivotal in the establishment of team ‘white’ as one of the major players.

The campaigning was inspired by the famous marketing campaign of Frooti, carried forward in late 90s in order to reestablish itself as the big name in the industry. The campaign, built around a faceless character named ‘Digen Verma’, saw a number of advertisements flooding the market and eventually helped Frooti in regaining the lost market share.

The implementation of the KSA strategy took place over a period of two days in multiple phases. The initiation began on day 1 when along with other 3 teams, team ‘white’ ran a riot of its loud promos inside the canteen but the differentiating factor was the one image that only ‘whites’ had – KSA.

“Humse kyo hain saare dare, apne paas hai KSA”, was the first tagline of team ‘white’, followed by a series of promotional activities built around the three magical letters of success – KSA. It established KSA as the faceless brand ambassador of team ‘white’. Soon after the first small campaign, an online KSA quiz was launched which witnessed large participation from PGP1 students. Each and every mailer of the team had the name – KSA on it. After three days, the first message from KSA was made public with the announcement of mega event – ‘Junies got talent’ organized by team ‘white’.

“Time is priceless, it won’t come again – KSA” was the message delivered deliberately to elicit more curiosity among the students for KSA.

The strength and unity displayed by team ‘white’, by not divulging the secret of KSA to any other student including the eminent judges of EPISODE for the next 5 days, resulted in generating high curiosity among both PGP1 and PGP2 students. Various different interpretations of KSA hitting the market and the increasing number of queries about KSA were pursued as lucrative opportunities by the team for pushing the ongoing marketing campaign into a different direction. Many of the students chose the services of various search engines on internet to find out what KSA is. Few of the interpretations of KSA included – Knowledge, Skills and Attitude; Knowledge, Skills and Aptitude; Korean Scouts Association, Names of three of the team members etc.

Overall, the first week of EPISODE ’10 proved to be vital for the team and gave an experience which none other event could have provided. It set the stage to free the trapped innovator inside us and provided the chance to practice what had been hard taught to us throughout the year. Above all, it provided us a chance to plan, execute and enjoy the success of our marketing strategies for the first time as a management professional; and team ‘white’ is proud to say that we didn’t miss it. We used every second of it to build our own fast track of publicity.

– Team White  – 4D