TOPPELING NETPERIENCE IN NEW WAVE MARKET BY SHRIDHAR TILVE –NAIK PART 1

Body exists and it activates its senses in the world which is real. Why body activates senses? Reason is obvious. Survival! Body needs fuel to run its activities and activities need fuel. So breathing provides first fuel i.e. oxygen. But oxygen is not enough. It needs water and food. These are second fuels.

It seems all senses are like sim cards. They start to collect data from outside the world in body-mobile. Netperiences delight, inspire and engage body. Is body netperiencer? Probably yes but now internet has transformed 90% netperiences into e-netperience and it seems we are no more receivers of pure netperiences. Purchasing of physical good and internal psychological netperience is no more commodities but a network of netperience promoted by e-world. Is it paradigm shift? Yes but not in traditional sense but in revolutionary netsense. Package of meaningfulness which compels your body to forget absurdity of life in dramatic filmy style is an e-sense of it. We are connected netfields of body gathering and craving for sensuous data like new nomadic netal tribes and pushing senses to 24 hour seduction with uncontrollable urge and fanaticity. Instead of consuming thing we are consuming thingal and bodial netperiences through things and through bodies also. Their charity is also part of marketing netperience as in ads of Niharica or Dabur Vidya Balan guaranteed the share of your purchasing will go to education if we purchase Niharica oil.

They try their best to push our artificial audienceity into natural realm so that we never feel awkward while purchasing and consuming things. Bodity is emerging and replacing brandity and identity everywhere. Message isn’t enough for medium but medium must carry body-netperience along with message. It’s new netperience market which is conducting our senses like an orchestra and we all are ready to dance like PAPPU because nobody wants the tag, “PAPPU CAN’T DANCE SALA”

Change is no more at door step but change is itself changing doors of your windows. 4G speed leads airtel in market for sometime because it bridges the speed of netperience with speed of downloading. After sometime every company matches airtel and competition comes to same point.

Quality and content do matter today but they aren’t enough for marketing. Without an ability of communicating as a netperience may land your product in disaster. Creating customer means creating netperience in possible customer and preserving the quality, content and newness of netperience intact forever. Now every ad is presenting product as a netperience and tries best to differentiate the netperience value of the product but is it measurable or mathematically possible to calculate value of netperience and if possible how we are going to calculate? An effect of netperience in the product and of the product is important in this matter but is effect reliable tool? Does it really bring customer in purchase-field?

Transformation of commercials from information to infotainment to netperience and in some cases netperience is not new and we can trace the origin of it in commercial of LYRIL SOAP. We used to call it NIMBUTADKA in Kolhapur when it first appeared in theatre. But was that netperience situated in actual soap? An answer may be doubtful. But when PATANJALI PARIJAT soap appeared in market without any commercial its smell was a netperience initially and that is what made PATANJALI successful. Can we count the differential experiential value (DEV) of both the product or we just feel the difference? Does customer need DEV to purchase the product or FEELING NETPERIENCE is enough?

Biosignoversity has transformed the consumer (or prosumer) radically and now s/he is more informed and semiotically better acquainted with market. But what’s next? No wise producer is asking for loyalty of brand because brands are no more stable and brandity is also in flux. Update or die! That’s mantra of new wave market. Everybody knows about it. But you must know that now customer is questioning authenticity of your commercial-driven promises. TRUTH IS BACK and very few are realizing it.

So you must be authentic in your netperience of product. Your marketing must give an authentic netperience. If your product is traditional and your content is old then at least your content-marketing should be new. There are some who value tradition more than anything new in INDIA and that’s what USP of PATANJALI is. What makes Patanjali successful? AN AUTHENTICITY OF RAMDEVBABA! We must admit it. Naturally tarnishing his image was the politics of brand-tarnishing. And when his authenticity itself becomes questionable everything changed. He himself made his YOGAGURU image cheap by participating in DANCE SHOW which was not at all good for his image. His ego-horsing presence itself stopped his ASHWAMEDH in market and if it continues PATANJALI will become netperience-disaster of this century.

Now one more basic question! Can we market authenticity? Let me give you an example of film titled “PINK’’ produced by my friend Rashmi Sharma. For an authenticity of character portrayed by Mr. Amitabh Bachhan PRO does promotion in which every interview Mr. Bachhansab was consistently advocating feminism and talking against RAPE. Does that talking provide authenticity to film? Yea! Was it strategy? We don’t know but fact remains now that after the release and positive box-office result Mr. Amitabh Bachhan isn’t talking about issues related with PINK. Is he exhausted? Yes! But fact remained is that Mr. BIG B provided authenticity to the content. Was it marketing of authenticity? Probably YES!

Question should be asked now why an authenticity of RAHUL GANDHI isn’t working in his favor and why his PAPPU image is still overshadowing his authenticity. Why peoples still feels that Narendra Modi is more authentic than Rahul Gandhi? Answer is obvious! A netperience of Modi is still working in the minds of voters.

Rahul Gandhi is still not a netperience and that is tragic. In ancient language we use the word “AURA’’ for effect. Rahul Gandhi misses that ‘AURA’. His Karnataka lady is trying her best but it seems that she isn’t still CMO enough, the post invented by marketing in Post-90 era. We are thriving on change and flux in this age and our innocence of childhood which make us consistently open window is the new guarantee of success. So crying of Modi like child becomes most valid netperience than statistics provided by economists. Modi is converting every political move into a netperience and his marketing strategy is working. People are purchasing political netperience in spite of disasters hidden in them. ARE SO CALLED THINKERS FREEZED? Are they not prepared for it?

How we are going to fight against ill intentional netperiences strongly marketed by political agency and performed well by MAIN LEADER? The days of ‘COMMUNICATION IS ENOUGH’ are gone. FOR ALONER LIKE ME IT’S ENOUGH BUT IN PUBLIC Rationality can’t fight netperience without netperience marketing.

Indian thinkers don’t believe credibility of marketing. For them it’s capitalistic conspiracy. Contrasting to them political strategist who have keen sense of Biosignoversity and its side products like Face book  and tweeter believes that only NETPERIENCES OF political campaigns now matter in political life. They know that they are working in unpredictable environment and they have to play the political inning ball to ball, shot to shot. They try their best to estimate LIKE SURFACE VALUE of leadership and party and do anything to raise the height of it. CUT-OUTS aren’t only symbolic but an attempt to raise the LIKE SURFACE VALUE. So if we really want to encounter the effect we have to create counter effect and for that mapping and creation of new roads and flyovers are unavoidable. 

Firstly, we must accept that like any netperience attention span, political attention span is also short-lived and gaining and capturing consistent focus from customers (in case of politics voters) is the real key to win.  Modi is master-mind in this matter and real problem with Rahul Gandhi is his lacking of consistent capturing. In this sense he is postmodern leader with chaos and abbreviations without any centre. Somebody should tell him that POMO IS DEAD and he has to become contemporary chauthi navta player. In this sense NARENDRA MODI IS A NETPERIENCE WHILE RAHUL GANDHI IS A DEMONSTRATION.

2019 election is going to happen in reams of netperience bringing unmounted changes changing pace of acceleration in performing activities of leadership. An adaptivity to pace of acceleration according to local pattern will decide success and failures. Rapid fire rounds in interviews and speeches will construct mindset of voters and for that Rahul Gandhi must choose candidates who are marketable and must have right skill in their inherent leadership capacities.

The concept of change manager who understand the upcoming changes and manage future of company according to them is still not arrived but future belongs to it. Pramod Mahajan did this job for BJP and Modi is eating the fruits of his insight-trees. Lacking of SOMEONE like Pramod Mahajan is major defect of congress strategy. Manmohansing was good content but he wasn’t content manager. His netperience performativity was very poor but his authenticity was much taller than whole BJP party and that made wonders. But in case of Rahul Gandhi things are different. He hasn’t proved his authenticity yet and his presentational performativity isn’t matching with Narendra Modi. If Rahul Gandhi wants to win, he should be enough bold for new ideas, new strategy and new approaches. Karishma of Gharana isn’t working for this generation and for current generation netperience providing capacity matters most. Touch screen isn’t only about touch it’s about body of whole universe landing in mobile phones as a netperience. How we are going to work on it?

Sensuous isn’t enough for today’s world but nervesuous, consumeous and purchaseous is also part of strategic part of netperience marketing. Before 2010 sensuousness works effectively and enough for seduction but now in market everybody has achieved the target of sensuousness of product and sensuous seduction is no more working. Here recent study in brainology is useful and we must be well acquainted with it. Our unconscious mind is by nature religious and faithful to faith which is ultimately and consistently asking religious state i.e. DHARMRAJYA and it seems that rationality is no more appealing as if our brains are completely getting seduced by irrational false faith. This dharmrajyik seduction is the real power of MODI AND KHOMENI and all other religious priestly leaderships. Instead of recognizing its power we are helping them to attain highest authority power of state. They aren’t Hitlers. They are themselves. Unique and NEW. Instead of recognizing their uniqueness we are branding them as new kind of Hitlers which is trapping us in traditional methodology of ideology. You can win Hitler in war but here war is invisible and flow of netperience is giving entertainmental performance on live net-vehicles. We are in Egypt and internet is new pyramid and King is convincing people that people must enter with his body in his religious NET pyramid to attain heaven. He is convincing that death of king is no more possible and they can earn heaven with living body.

SHRIDHAR TILVE –NAIK