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Celebrity Branding & Brand Endorsements: An Insight

This book focuses on the conceptual understanding of celebrity brands and the prerequisites involved as far as effective celebrity branding is concerned. It also highlights the defining parameters of celebrity endorsements and impact of celebrities on brands. The book has been compiled through secondary research taking relevant aid from various online and offline sources and it is expected to serve students pursuing marketing and brand management studies along with researchers and faculties in the above areas.

Czars of the East


Czars of the East is a humble tribute to two of the greatest exponents of Indian cricket who hail from the Eastern zone of India. They are icons not just for the youth in this country; rather their popularity extends across various demographic segments simply because of the way they have approached the game, conducted themselves on the field and off it and have been exemplary in making all of us understand the true essence of leadership. They are none other than Sourav Ganguly and Mahendra Singh Dhoni.



This book has two major sections – the one dedicated to Sourav Ganguly and the other to Mahendra Singh Dhoni. Each such section further discusses a biographical account of the two players under several heads like The Formative Years, Marriage and After, On Top of the Game, Brand Endorsements, Miscellaneously Yours, Statistically Yours followed by a Picture Gallery dedicated to each of these two czars of Indian cricket.

Kis Disha Ja Rahi Meri India!

Modi Sarkaar announced astronomical pay hikes for government babus and chamchas few days back...concerned to see the direction this country is taking in a fast nd furious way..in a country where a highly qualified, efficient nd competent person is treated as a pauper and gets a pauper's pay and a semi literate chaprasi gets 20000 bucks a month, nothing can happen..in a country where the government is more concerned with the sarkaari babus and chamchas than those sacrificing their lives to protect dangerous zones like the Siachen and other such places, nothing can happen..in a country where a 90 year old useless fellow gets around 40k as pension and a PhD finds getting the same amount as a teacher an Everestian task, nothing can happen...knowledge and being genuinely knowledgeable in this country seems to be the greatest liability a person can possess in this country since he is mostly incapable of oiling people (in fact he does not like to do it and why should he???)and wishes to be recognized based on his merit..sadly that never happens..‪#‎ithappensonlyinindia‬

Stop Harassing Taxpayers with Irrelevant Outstanding Tax Demand Notices

Thousands of we Indians are being needlessly harassed by the Income Tax department every year after we post our yearly returns by issuing outstanding tax demand notices which are irrelevant and were never supposed to be raised by the department in the first place. This practice has denied a huge chunk of the Indian earning population the tax refunds they are supposed to get.

Till few years back, each and every process related to income tax returns used to happen manually. Then came the phase when the manual system was replaced with computerized systems. It is due to the inefficiency of people in the income tax department during this phase due to which thousands of people in this country are being needlessly harassed by the Income Tax department each year after they file their returns with outstanding tax demand notices which are in the place do not arise.

I am faced with this issue for the last four years and no communication with the local income tax office or with CPC, Bangalore has helped. I am being constantly denied tax refunds for the last couple of years as the income tax department says they will keep adjusting the outstanding tax with the tax refund amount till the outstanding tax amount gets surpassed. It is adding to my mental agony and irrelevant harassment every year and I am sure there are many like me who are faced with a similar hopeless situation.

Neither approaching Assessment Officers at local income tax offices have helped nor have mails written to CPC of Income tax department Bangalore has helped. It is a pity now that if you have a tax refund any year, you are being denied that by the income tax department citing the outstanding tax demand. In other words, you are being denied your own money and the income tax department is happily retaining the refund to cover the outstanding tax demand amount which it is not supposed to under these circumstances.

There are thousands of people who are faced with this issue in India and i suppose it is high time to raise a valid, tangible and an emphatic voice regarding the matter which should be zealously supported by people across the country else I along with my thousands of Indians will be denied our tax refunds every year and will be subjected to mental agony and irritation. The sooner we accelerate this petition into a loud and clear voice, the better will we be served.

Kick the Butt (WNTD 2016)

https://www.youtube.com/watch?v=ChPwZ1EsZPw

1st Class Travel on Indian Railways

Contact me if u want to have any of your queries resolved regarding 1st class travel on Indian Railways...Pics of my travel on Falaknuma Superfast Express Uploaded....

The Year 2015 - As I Saw It

With around a week left for year 2015 to bid adieu, i feel it is just apt to look back at the year 2015. Out of several news that we witnessed throughout the year, i will be looking at few of them only since personally they were more relevant to me.
On the national horizon, if there was one word that trended like a million times, it was undoubtedly INTOLERANCE. The word that started grabbing newspaper headlines from around September became such a cynosure that every gali and muhalla of the country started talking who was tolerant and who was intolerant. I understand that even a three year old kid in this country living in a middle class family today is knowing the meaning of this word before he gets to appreciate the meaning of his/her own name. Sad for the country because this issue was always present in thi
s country and intolerant individuals as well as tolerant people have existed and co existed in this world. The disowning of prestigious awards by the creative society in this country was also something that made little sense. The Amul ads in this context definitely made the nation to not just appreciate the creative genius behind the ads but also the essence of the times we are presently living in.



[I have used Amul ads for highlighting the successive events mentioned in this write up]

Two demises in this year were of immense significance. The first was the death of the country's one and only People's President, Dr. A P J Abdul Kalam. A man who was an incredible phenomenon and who inspired generations with his easy going attitude and superlative thoughts encountered death in a setting that just befitted the man. He was delivering a lecture at IIM Shillong when he suddenly collapsed only to bid the world adieu for one last time.

Another death of a personality from a different fraternity and which was equally vacuum creating in nature was that of BCCI President Jagmohan Dalmiya's. A man who literally felt cricket in his blood and thoughts all the time. A man who nurtured and backed many of the superlative players in the Indian cricket team. A man who knew how to rise from the ashes like sphinx again and again. A man who was a strategist to the core and so much giving in nature breathed his last in a Kolkata nursing home. His death created an enormous void in the country's cricket administration.

Continuing with sports, MSD or Mahendra Singh Dhoni showed once again at the beginning of this year why he is a force to reckon with as a captain as he marshaled his resources effectively and optimally to reach the semi finals of the World Cup Down Under. None of us expected the team to reach that far but then the unexpected did happen only to break our hearts in the semis when the team lost dismally. The new test captain of India emerged during the course of the year in the form of Virat Kohli. Kudos to the man (although he does not seem to be in the best of form for a long time as a batsman) for winning two crucial series (one at home and the other away) when the team defeated the Lankans in Sri Lanka and the mighty Proteas in India. The year truly belonged
to the pair of Sania Mirza and Martina Hingis as they won almost all the events.they paired in Doubles fixtures.

The terrorist attacks in Paris showed once again to the entire world that however mighty a nation may become, it stays vulnerable to terrorism because it is something which is often nurtured on a country's home soil and propagated by someone who knows the country well but got disillusioned by someone or felt disgruntled by something that the country did to him. Mere summits and retaliatory attacks will not eradicate terrorism. Rather they are  bound to allow terrorism to germinate at different other locations. Terrorism thus will remain a challenge for countries in the years to come.


Politically, the election results in Delhi and in Bihar did jolt BJP's pride and dented their positioning statement of 'achche din'. The results did definitely make people question if BJP will be able to make it to the Centre once again in 2019. However Modiji toured and toured countries throughout the year and i strongly believe that he has at least set a Limca Book record in that context!

The Chennai floods towards the end of the year were nothing but a man made disaster assuming monstrous proportions. Man in the quest of achieving concrete jungles play havoc with nature and it is quite obvious that there will be times when Nature will take the revenge.

So for me that's a wrap up of the year 2015....2016- i await you and the fortune you will bring as a hesitant optimist!!!!

P'shop Creation Depicting Goddess Durga