Nobel peace laureate Suu Kyi ready to shun non-violence

Myanmar's opposition leader and Nobel peace laureate Aung San Suu Kyi could alter her policy of non-violence. She gave this indication while speaking from a secret location in Yangon to a select audience at a BBC studio in central London on Monday afternoon.

Responding to a question, Suu Kyi said just as Nelson Mandela had changed his stance on political unrest, "it's possible" she might change her long-standing commitment to non-violence. Expanding on her new position, she added: "I have said in the lectures I do not hold to non-violence for moral reasons but practical and political reasons.'' She described Mahatma Gandhi as the father of non-violence and noted that he had said that between cowardice and violence, he would choose violence any time. BBC clandestinely recorded Suu Kyi's two lectures. The first of these was played out to a private gathering and will be broadcast on June 28.

She said widespread availability of internet-based technology in the Arab world – which is not the case in Myanmar – had been a crucial factor in the success of uprisings in the region.

Suu Kyi said the Myanmarese people wished to emulate success of Arab democratic movements. "The similarities between Tunisia and Burma are the similarities that bind people all over the world who yearn for freedom."

She said her defiance of Myanmar's military junta by making her broadcasts amounted to "exercising my right to freedom of communication". The National League for Democracy, under her leadership, won elections in 1990, but the junta annulled the outcome. Suu Kyi has either been under detention or some other form of restriction ever since.

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WHY HDFC STD’S BET MIGHT JUST PAY OFF

4Ps B&M cuts across the honchos within HDFC Standard Life, as well as the whiz kids of Leo Burnett, the creators of their campaign, to understand why a simple, staid, standard message may actually get the numbers running along for the financial behemoth

Given that the earlier campaigns overdosed themselves on older people, the latest campaigns certainly make the company look a lot younger. A significant majority of metro youngsters (a test group of whom 4Ps B&M met to test aided and unaided props of the ads) might find the recent campaigns more in line with their lives, as they are more contemporary.

But Tripathi says there could be another reason for that (apart from the youthful touch, that is), “The right selection of media along with the quality of our communications that have stronger connect with our target audience has helped us reach out to a greater population base. While TV helps us to reach the national audience, the localized media presence has been prioritised on the basis of business targets and potential.” The company has therefore simultaneously focused on some select Out-of-Home (OOH) media to engage potential customers and has also tied up with multiplex chains and focused on experiential marketing. In essence, a broad mix of TV, radio and outdoor advertising has been used by the company to maximise the impact of its campaigns, even the Internet (although a quick analysis on and of Google search shows that HDFC Standard Life’s ads and links are not visible through AdWords, or search; Bajaj Allianz, ICICI Pru, Aviva, Reliance, Kotak, MaxNY, all come up faster even in the search listings – an area surely to work upon). The initial responses seem to be positive but the real impact would be visible through the number of customers that eventually buy insurance products from the company.

In the financial year 2007-08, HDFC Standard Life was sixth across India amongst all life insurers with a 2.88% market share. As on January 2010, aggregating the past ten months premium collection figures, HDFC Standard Life’s market share had grown to 3%. That might seem small in numbers, but it’s a big leap considering the competition. The big test is that with the IPL season ending, HDFC Standard Life will have to find a new jig to keep up the target market’s attention. Will they? Well, we’ll cross that bridge when we come to it!
Gyanendra Kumar Kashyap

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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