Sensitively, for you

Sensitively, for you

“I have roped you in, for a reason. It is high time the poor started living with self-respect. There is a clear need to respond to condescending advertisements. Don’t worry about money. I have enough of it”, Guni Shah was clearly a man on a mission when he shared his plan with Bankim Chowdhury, an editor, who was known for creativity without insensitivity. The magazine planned to be launched was ‘Poor Man’s Alternative’.

Guni Shah was a writer and an artist who got fame and money late in his life, but he stuck to his passions through the very trying times too. He was eager to bring about a change in the society. He was now a millionaire and had no dependents. He had all the time and the money to bring about the change he desired.

How would the poor man react to a condescending luxury product ad? To an insensitive remark on his clothing? To the bank unwilling to give him a loan for a decent modest abode?

These were the questions that the magazine attempted to address through satirical comic strips, hard-hitting opinion pieces, charity work undertaken by millionaires who didn’t abuse wealth etc.

Bankim presented the practical view, “Look, I know you have a lot of wealth and no responsibilities. However, do you really think people will read such a magazine? Magazines are already dying as a format. Check the latest NRS, IRS figures.”

Guni replied, “It is not an easy task and that is the reason I have brought you on board. I have been following your writing for quite some time now. I have seen how you have not played to the gallery for attention. I have confidence in you. You are a wordsmith with a conscience that guides you to do a larger good.”

“I need to understand better whom are you attacking?”, was Bankim’s pointed question.

Guni’s response was very clear. “I am attacking no one. I am only responding to arrogance that arises out of accumulation of wealth”, he said.

“And I will do so, with a simple question. Not a rebuttal, not a retort, not anguish- just a question”, he continued.

“So how do we go about it chief?”, asked Bankim principally having seen merit in the approach.

A comic strip approach was worked out. It would be in the form of digital content.

Bankim’s view that print medium was dying was given a lot of consideration.

Also as opposed to initial idea of responding to individual advertisements, it was decided to share some positive messages daily. A mascot was chosen, a person always virtuous who does no wrong.

To be truly BIG, never beLITTLE.

Education taught me to look up, not down.

Sensitivity is a strength, not a weakness.

Living is a lot about giving.

These were found to be too preachy. Guni was not at all happy with what was happening with his mission.

“Bankim, what you have written, I could have written myself. There is no connect with the audience. Do take the weekend to decide what should be the strategy. Along with the soul, we need the presentation that can connect to the sensibilities of today’s audiences.”

It wasn’t easy for Bankim to carry out his master’s task. It was the classical dilemma every creator faced- to tell the story s/he wanted or to tell the story with some hooks for the audience’s taste. He thought a lot. He was fully convinced about the message.

He was then scrolling down the list of contacts he had. If someone influential could promote their initiative, perhaps things could work out.

In his advertising career, he had shot several motion graphics with leading celebrities. He started calling them up. One star showed lukewarm interest and Bankim sensed hope.

He informed Guni, “Sir, I think we don’t need to dilute the messages or the context. If we have someone influential promoting our work, that should help us.”

Guni rejected the idea, “Bankim, several celebrities, are themselves, through mannerisms and actions in movies are promoting insensitivity in a subtle way. Let’s do something on our own.”

Guni then thought of pitching for a strip in a leading newspaper. The strip would be called ‘Sensitively, for you’.

The lines were retained but the visual context was modern and something people could relate to.

An accident on the road. People exchanging abuses. The line was, “Sensitivity is also sensibility’.

A comic show deriding those who are differently abled. The line was, “Louis Braille could not see what the world could see. But the world could never have imagined what he saw-access for the visually challenged.”

There was a mixed response initially. However, as the team tweaked their lines and strip depending on responses, it soon became a hit.

Senior citizens, children with mental conditions, physically challenged people, people residing in modest homes all had a lot of appreciation for the strip.

The strip was then made available on cell phones too.

Guni knew, he had invested his money with a strong belief in the initiative. He didn’t bother about returns. His heart continued to beat for the underprivileged. His method was not offending the rich-just making them have a conversation with their conscience.

Sensitively for you, was his dream come true.

SingingSoul

05.21 p.m.

Friday

30 March 2018.