Gandhi Jayanti

2nd October, Gandhi Jayanti ,a date which needs no introduction. Father of our nation Mohandas Karamchand Gandhi was born on this day. He was one of the strongest pillar for India during in struggle for freedom from British era.

He was very different from other freedom fighters. He believed in the concept of nonviolence and self sufficiency. His personality has impressed many leaders around the world like Martin Luther King Jr, Nelson Mandela, Einstein and even the Britishers one of those.

He was a gentleman who gained law degree in London and came back to the India and I was so touched by the living conditions of the people here that he decided to be one of them. He wore a dhoti and thin cloth on upper body.

He was a man of principle, in his aashram he did all of his work on his own and teach the same lesson to his followers. He was a tiny man but having a great speed. He walked miles on his foot that too with great speed, matching his speed was not easy.

He always live for his countrymen and tried to solve their problems and dedicated whole of his life for the country. He fought the fight of freedom with never compromising his principles. That’s the reason he was given the title of ‘Father of India’.

Instagram Business And Its Secrets

World is a five letter word holding entire adventures within it. Instagram is just another world and it is flourishing as one of the top social media platforms. A gallery of smiles, luxurious outings, good moments and pretentious good moments of a million of people, the application also serves as the stage for every artist and talent in the hidden alleys by provided them the boost to come out and display their capabilities and business potential.
The application, often criticized for its contribution to building up toxic body images, beauty standards, luxurious fantasies, toxic egoism, teen inferiority complex and social media addiction is undoubtedly filled with positivity if one tries to find it in the right places.

How did instagram became a brewing pot of new businesses?

During first few months of the covid outbreak, the shopping industry had suffered a huge loss. Offline shopping was out of reach and non essential items were barred from delivery. The online applications served the needs of the people and therefore, in the absence of any other option, online platforms became the only choice for the consumers.
However, this later became a more permanent and prevalent trend with the gradual relaxation on the non essential items. With the huge choices of options available for the people, going out was not being missed. Low prices, new items, discounts and quick delivery made it convenient for almost every household to manage their expenses.

When all of it was happening, somewhere in each home, social media platforms became the major source of social interaction. Online classes,webinars,video calls, vent posts, counseling, support, emotion and mental health management campaigns were on their peak (and still are). The main shift which occurred was rooted to one main cause. If social interaction, counseling could be carried out on social media, then why not shopping?!
Instagram business owners are well aware of how diverse and creative the instagram is as a potential business platform. The creative minds used the time to present an entire online bazaar for the users with the most unique, well designed and fresh items.
According to a research conducted by Statistica,14% of the people had to say that their choice of product was only available online which made them choose online over offline.

Instagram is an application which is often used by the people to derive inspiration and ideas . People follow celebrities and influencers for their styles, writers for their writings, artists for their art, designers for their unique designs, stationary addicts for their journal decoration, interior decorators for their work and the list goes on. Instagram runs on visually rich, aesthetic, luxurious, attractive and satisfying images. Every shopping site runs on this visual satisfaction but however, the trend has been going on in instagram not long after its launch.

How Can A Business Establish Itself On Instagram?

•Whenever anyone scrolls through google to search for instagram business tactics, VISUALLY AESTHETIC IMAGES, pops up on the lists without fail. The more creative your post is, the more audience you get. Instagram is all about the glitters and what makes the businesses successful is that, they turn the glitters into gold. Catchy quotes, glimpse of your products, interesting information on it and right editing can make wonders the business owner.
If the person is aware of how much demand his product can receive on the platform, he will be presenting it in best way possible.
For example: If a person wants to start with a customized clothing business, he has to be aware of the trending styles and material. Satin dresses, for example, are doing rounds all over instagram

•Interaction is another key. Unlike typical online shopping websites where the product is all which matters, instagram users have a keen interest on knowing more about a business owner. Especially if the business is a unique handmade business of any sort . The more reels and posts you make displaying the process of making products, packaging or even having causal conversations by going live, increases your chances of gaining a bigger audience. Interacting with people in the comment section and sending direct messages to new followers, asking them to check out your page are some other good options.

• #Hashtags. The right hashtags help you to reach your targeted audience on instagram.

•Consistency Is The Key to the business growth. It applies to everything we do in life afterall. Online businesses have grown so large in numbers that the competition is unimaginable. If you have the good product, someone has a better product of the same kind. If you have great ideas, someone has greater ideas and consistent actions to make it known to the people. But, how will you survive in this race? Its simple. Its consistency. Know your ideas and work on it everyday. If you have no new collection, interact with your audience or just share a picture of your work space. Consistency on your balance of ideas and actions make success a reality . Dedicating time to your business everyday assists you largely in the growth of your online business.

Instagram is often perceived with a cynical perspective due to sharp difference in reality and the visuals which are presented on the platform. Most of the people undoubtedly try to be the perfectionist in order to sell their ideas or themselves in exchange of likes, followers and views. However, everything can be utilized if a positive approach is adopted towards it. Same goes for instagram.

Evolution of motorcars mechanism

It is difficult, to imagine a world without the motorcar. Back in the 1700s, some of the very first cars were powered by stream engines. When German engineer Karl Benz drove a motorcar tricycle I 1885 and fellow Germans Gottlieb Daimler and Wilhelm Maybach converted a horse down carriage into a four wheeled motorcar in august 1886, none of them could have imagined the effects of their invention. Benz recognized the great potential of petrol as a fuel. His three wheeled car had a top speed of just ten miles (16 km) per hour with its four-stroke, one cylinder engine. After receiving his patent in January 1886, he began selling the Benz Velo, but the public doubted its reliability. Benz’s wife Bertha had a brilliant idea to advertise the new car. In 1886 she took it on a 60 mile (100 km) trip from Mannheim to near Stuttgart. Despite having to push the car up hills, the success of the journey proved to a skeptical public that this was a reliable mode of transport.

Daimler and Maybach did not produce commercially feasible cars until 1889. Initially the German inventions did not meet with much demand, and it was French companies like Panhard at Levassor that redesigned and popularized the automobile. In 1926 Benz’s company merged to form the Daimler Benz company. Benz had left his company in 906 and, remarkably, he and Daimler never met. Due to higher incomes and cheaper, mass produced cars, the United States led in terms of motorization for much of the twentieth century. This kind of movement has, however, come at a cost. Some 25 million people are estimation to have died in car accidents worldwide during the twentieth century. Climate changing exhaust gases and suburban sprawl are but two more of the consequences of a heavy reliance on the automobile.

Karl Benz with his wife Bertha, the first motor car (1885)

Invention of the clutch

Almost all historians agree that clutch was developed in Germany in the 1880s. Daimler met Maybach while they were working for Nikolaus Otto, the inventor of the internal combustion engine. In 1882 the two set up their own company, and from 1885 to 1886 they built a four-wheeled vehicle with a petrol engine and multiple gears. The gears were external, however, and engaged by winding belts over pulleys to drive each selected gear. In 1889, they developed a closed four- speed gearbox and a friction clutch to powers the gears, this car was the first to be marketed by the Daimler motor campy in 1890. Without a clutch, if the car engine is running the wheels keep turning. For the car to stop without stalling, the wheels and engine must be separated by a clutch. A friction clutch consists of a flywheel mounted to engine side. The clutch originates from the drive shaft and is a large metal plate covered with a frictional material. When the flywheel and clutch make contract, power is then transmitted to the wheels.

Patent drawings of first motorcar – Karl Benz

Gears in Motorcars

Karl Benz was the first to add a second gear to his machine and also invented the gear shift to transfer between the two. The suggestion for this additional gear came from Benz’s wife, Bertha, who drove the three-wheeled Motorwagen 65 miles from Mannheim to Pforzheim – the first long distance automobile trip. The gears allow the engine to the maintained at its most efficient rpm while altering the relative speed of the drive shaft to the wheels. Gears originally required double clutching, where the clutch had to be depressed to disengage the first gear from the drive shaft, and then released to allow the correct rpm for the new gear to be selected. The clutch was then pressed again to engage the drives shaft with the new gear. Modern cars use synchronized which use friction to match the speeds of the new gear and he shaft before the teeth of the gears engage, meaning that the clutch only needs to be presses once.

“One thing I feel most passionately about: love of invention will never die” – Karl Benz

The Refugees

“Taking Mum’s hand, I whispered ‘Are we really safe, here?’ ”
Alwyn Evans (Walk in my Shoes)

Everyone has a right to make his/ her life happy and fruitful but the refugees have to pay a high price for this quality life. The refugees are the most affected people, in today’s globalised world. Refugees are people who are outside their home country because of their race, religion, nationality, membership of a particular social group or political opinion. Displacement is a long, lasting reality for most refugees. We need to bring them out of the situation which they face at borders of different countries. We all know that refugees deserve much better treatment on the borders of the countries than they are able to get. Migration has long been part of our human history, but the current Afghan crisis has shown that countries must accept refugees into their sovereign states. Although we all know the countries with refugees have special security but still we are not ready to take responsibility of human. All the countries know the process to bring refugees or displaced people to a stable life in their country. But still one fact is that we are not ready for this responsibility. Why? No one knows, but what all we should know is the way to make refugees’ life stable as readily as possible. Countries have potential to make life better and even best for refugees but the problem is that we are not taking refugees a collective responsibility. But still there are some super ways to help refugees collectively (by different countries).

All the countries should investigate trafficking gangs who exploit refuges and migrants, and put people’s safety above all. Governments also need to stop blaming refugees and migrants for economic and social problems. Even if governments allow refugees to enter their country, they should not treat them as worthless creatures as they are intruders. Opening up safe routes for refugees is one important solution to the problem. When people are assured about their security, they too start feeling safe though they have a lot of crisis in their country related to their country related to their health and housing, yet they have faith in those country members who by giving equal rights and opportunities assure them that they will definitely be able to live comfortable and happy life. Resettlement is vital solution for the most refugees. And whether they travel by land, or by sea, they should be allowed to cross borders, with or without travel documents. Though countries are not forced to make refugees a part of them, still if they allow some of them to enter, they would definitely be one of the countries who appreciate their courage to come out of drastic situations just to ensure good future on their own basis but what all they want is some support of the country and its permission to enter that particular country.

As we all know women are essential part of a family and a nation. The condition of migrant and displayed women has become the worst. Refugee women, who lose their homes, families, husbands, have to face some very devastating situations during migration. They have to go through different critical situations of rape, sexual and physical harassment and violence. Even the girls of five to twelve years of age have to face such unfortunate incidents which haunt them throughout their lives. Women are more required to migrate than men as they have to face more violence than men. Single parent with her children needs to be concerned more. When females try to cross the borders of the other countries, they are locked with men who are unknown to them, which make the situation worse than ever.

All these incidents of misfortune, violence and harassment can be stopped if we all take a collective step against them countries should accept women as their part of the nation. They should make efforts to make women safe, and secure from these kinds of situations. All the countries should make more migration policies for women and children. For women and children, different routes for migration should be made. If their cases are pending, they should be allowed to live in quarters but not with men of other families. If women refugees are being oppressed, their cases should be recognized and they should be given justice. For children, policies like keeping them away from gang exploiters should be formed. Children who get separated from their parents should be kept in safe places. Special security forces should be there to safeguard children and women. So it is not important that whatever we do alone could gain better results, things done collectively are more beneficial for people who are real heroes, who leave their home and nation for betterment, who we call victims of misfortune, “THE REFUGEES”.

About that author- Rudyard Kipling

Rudyard Kipling, a journalist, short-story writer, poet, and novelist who is best known among us for his novel the jungle book, was an eminent 20th century writer. Kipling became the youngest person and till this date is the youngest person to receive the award in 1907, at the age of 41.

Life

Rudyard Kipling was born in 1865, in Mumbai, India, which was a British colony during that time. He was born to John Lockwood Kipling and Alice Kipling. His father was an artist and an architect who used to work at an art school in Mumbai.

He spent his early childhood in India as an Anglo-Indian and at the age of 6 went to Britain and was vaguely perplexed with his identity, a topic he lightly touches on in his later work. In Britain, Kipling did not live with his parents; instead they left both Rudyard and his younger sister with a foster family. During this time, the couple that were looking after the siblings did not treat him very well. In his autobiography Something of Myself for My Friends Known and Unknown, which was published posthumously , Kipling looks back at this period of his life with dread. Kipling felt abandoned and isolated throughout his childhood. First he was abandoned by his parents and then he was neglected in his foster home too.

In 1877 Kipling’s mother returned to England and pulled her children out of that foster home. The very next year, he was sent to the United Services College in Devon, where students would be prepared for the army.

Career

Towards the end of the school, Kipling dropped out as his family did not have enough money to send him to college so instead his father secured a job for him in India and worked as an editor and a journalist for a newspaper. This was the beginning of his journalistic career. It was in India that Kipling started to publish his collection of short stories. He published Plain Tales from the Hills in 1888 and he published 6 volumes of short stories which included soldiers Three, The Phantom Rickshaw; between 1887 and 1889. By the end of this decade, Kipling gained so much popularity that he was being considered one of the best prose writers of his time.

He left India in 1889 and went to San Francisco during this journey he met The Adventures of Tom Sawyer writer Mark Twain.

In 1892, he married Caroline Balestier and the couple lived in America before moving to England. In this decade Kipling he produced work that he is most known for, like The Light That Failed in 1891, The Jungle Book in 1894, The Seven Seas in 1896, a collection of poems, Captains Courageous in 1897.

In 1907, at the age of 41, he became the youngest and the first Englishman to receive the Nobel Prize for literature. Kipling is thought to be an imperialist; his ideology at that time and even during this time is not accepted by people and has been long criticized for the same. However, he was a very popular writer of his time.

About that author- Charles Bukowski

“We are here to laugh at the odds and live our lives so well that Death will tremble to take us.”

This very famous quote by Charles Bukowski gives us an idea about the kind of individual he was. He was the kind of poet who wrote whatever was in his heart, whenever it was. He always spoke about a part of himself that exists inside us all but we choose to silence it. Bukowski, afraid of that part, still chooses to give it a voice through his poems.

Life

Charles Bukowski was a German-American poet, writer known for the violent imagery he tries to depict with his writing. Bukowski left his home in Los Angeles to move to New York to pursue writing. In New York he took up a lot of odd jobs so that he could continue to write, but he did not see much success during that period of his life.

Career

Charles Bukowski published his first story, titled “Aftermath of a Lengthy Rejection Slip” in 1944, at the age of 24 in a magazine. He published another story titled “20 Tanks from Kasseldown” about 2 years later in 1946, but unfortunately he failed to make a breakthrough and was left disappointed. Bukowski wrote a lot, was published too little and received even less recognition. This led him to quit writing or rather take a break from writing in the year 1946.

Now, one could say that Bukowski did not do anything during his hiatus but I disagree. During these years Bukowski gathered material for his future work. He moved back to Los Angeles and lived the life of a hippie and wandered around the country staying in cheap places. He would travel. drink alcohol and observe. The observations are talked about in his later published books.

Bukowski talked about the harsh and crude reality of existence and is known for his raw and bare writing.

After a hiatus of almost a decade, Bukowski got back to writing. In the mid 1950s he was hospitalized for a fatal bleeding ulcer. After being released from the hospital he started to write poetry, at the age of 35. Charles Bukowski, in 1957 married Barbara Frye, who later died in India. This incident resulted in Bukowski going back to alcohol and writing poetry.

By this time, Bukowski’s poems were published in literary magazines. But still he was unable to see the success he very much deserved. In the 1960s, he published a lot of poems and short stories and only tasted success in his 50s.

Bukowski spent more than half of his life writing and not seeing any considerable amount of success. He did not give up, in fact there was no point in him giving up because he was not one of the writers who wrote to achieve success, he wrote because he was extraordinarily in love with his art. He did not try to be a writer, in fact he didn’t try to be anything but true to himself and his work. He did not force himself to write, evident by his decade long hiatus. He thought that there had been too many writers in the past who forced themselves to try, whereas in his opinion if you truly love an art form you wouldn’t have to try, it would come to the artist. In his opinion if you had to try to be or do something you shouldn’t try at all. Even his grave has the words “don’t try” engraved on it.

He died in 1994, due to leukemia after living an adventurous and fulfiled life.

Has Democracy Expired?

Democracy, or rule by the people, has always been a complex concept. There have been freedom struggles, revolutions, and even wars to protect it. But nothing is permanent. Humankind has often taken democracy for granted and overestimated its permanence. As J.S Mill put it, “The fatal tendency of mankind to leave off thinking about a thing when it is no longer doubtful, is the cause of half their errors”. It wouldn’t be the first time an ostensibly powerful institution ended after years of dominance. When thinking about the end of a monarchy, guillotines and cake are few images that come to mind.

Critiques of democracy note that voter ignorance and slow decision making often cause problems in a democracy. Furthermore, A democratically elected government earns its legitimacy because a majority of people, not all people, vote for it. Thus, it reflects the will of the majority and not everybody. This creates the possibility of the “tyranny of the majority”. Plato went so far as to assert that democracy is the science of manipulating people and it leads to the rule of tyrants.

India’s “democratic experiment”, which began after we gained independence, has been anything but a smooth journey. Nevertheless, despite attacks on our democracy, such as the National Emergency of 1975, democracy has always protected our people. But now, democracy itself is in danger.

We often make the mistake of ennobling free and fair elections as the only necessary criteria for a successful democracy. This is far from the truth. This article is not an attempt to undermine the fact that the current government was democratically elected, instead, it intends to showcase the harm a government elected by 38% of the population and a rising resentment of democracy amongst the people can cause. As we shall see, India’s democratic nature has been conspicuously declining for a while.

Freedom House, an American Think Tank, gave India a score of 67/100 in its 2021 report and characterized India as a “partly free” country. A score of 34/40 in the political rights section confirms the purity 0f our elections. However, a score of 33/60 in the civil liberties section emblazons the potency of this government’s attack on democracy. According to the report, events such as the violence during the CAA protests, the misuse of sedition laws, the significant hardships that migrant workers had to endure during the lockdown, the baseless scapegoating of Muslims as super-spreaders of Covid-19, and the Babri Masjid Verdict contributed to this score. India was considered a “free” country as recently as 2020, with a score of 71/100. The 2021 score is also lower than those of 2019 (75/100) and 2018 (77/100), showing that the strength of our democracy is depleting. The last time the Freedom House considered India as partly free was in 1997, possibly because of the instability in Parliament at that time.

Another report by the V-Dem Institute in Sweden described India as an “electoral autocracy”. According to the report, India belonged to the “EA+” category, signifying that it could also belong to the “closed autocracy” category. The reasons for this score include the curtailment of freedom of media, academia, and civil society; an increase in censorship; the misuse of sedition, defamation, and counter-terrorism laws, especially the Unlawful Activities Prevention Act (UAPA) to harass, intimidate, and imprison critics and opponents; the Citizenship Amendment Act (CAA); and the use the Foreign Contributions Regulation Act (FCRA) to restrict the entry, exit and functioning of Civil Society Organisations (CSO) and constrain the use of foreign contributions to NGOs within India. The V-Dem Institute reports have described India as an “electoral democracy” in the 2020, 2019, and 2018 reports.

Sadly, the government’s response to these reports has been vituperative. They decided to deny the validity of these reports instead of countering their assertions. This approach to criticism and dissidence is not limited to foreign entities. Indian dissenters, whether they are farmers, students, members of opposition parties, or even ordinary citizens, are punitively called “anti-nationals” and even terrorists for criticizing the government. In an increasingly globalized world, it is accepted that opinions may be formed on issues beyond one’s national borders. The government’s disrespect and disregard for reputable news agencies, such as The New York Times and The Australian, is appalling. The government prefers listening to fraudulent news agencies, such as The Daily Guardian and The Australia Today, that were made by staunch sycophants. The government must remember that “You measure a democracy by the freedom it gives its dissidents, not the freedom it gives its assimilated conformists.” (Abbie Hoffman)

The symbol of our democracy, the parliament, has also witnessed numerous attempts to undermine our democracy. The Question Hour, which is a tool used to hold the ruling party accountable, was removed for the Monsoon session of Parliament. Considering that this was the first session of parliament since the pandemic began, the removal of this accountability mechanism is untenable. The ruling party used this session to push through the contentious farm bills. If these bills were truly what the entire nation needed, the government should have adhered to the democratic process and allowed a division vote when members of the opposition repeatedly requested for one. A voice vote may be quicker, but it undermines the voice of the opposition, which is a pillar of democracy.

These farm bills join a larger list of controversial bills, including the bill that abrogated Jammu and Kashmir’s special status, the Citizenship Amendment Bill, and amendments to the Unlawful Activities (Prevention) Act, that did not pass motions to be sent to select committees for further parliamentary scrutiny. These committees provide a forum for feedback from various stakeholders and act as a consensus-building platform across political parties. In the 16th Lok Sabha (2014-19), 25% of the Bills were referred to these committees, which was much lower than the 71% and 60% during the UPA II and UPA I regimes respectively. Since 2020 began, out of the 44 bills introduced in parliament, no bill has been referred to the select committee. Unlike the GST Council, these standing committees weren’t allowed to meet virtually during the pandemic, despite numerous requests from opposition parties.

From the exploitation of anti-defection laws; the misuse of ordinances; the creation of the opaque PM-CARES Fund; the oligarchical capture of democratic institutions such as the Central Information Commission, Reserve Bank of India, and even the Election Commission and finally to the recent Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021 that could undermine free expression and privacy for internet users in India, the recent attacks to our democracy have been terrifying. Criticism, accountability, and independent institutions have all been seriously diminished. The Covid-19 pandemic appears to have derailed all democratic processes, except elections.

At this time we must ask ourselves, do we still value our democracy? And most importantly, are we willing to fight for it together? I fear that the answer to both these questions is no and it has been for a long time.

In 2017, two well-reputed political science scholars, Roberto Foa and Yascha Mounk published a paper titled “The Signs of Deconsolidation” that showed that over 70% of Indian respondents wished for a “strong leader who does not have to bother with elections”. This is a higher percentage than that of the USA (30%), Nigeria (45%), Turkey (58%), and even Pakistan (62%). This indicates that Indians are more willing to express support for authoritarian alternatives to democracy.

This preference for the undemocratisation of India is further highlighted by recent studies conducted by the Pew Research Centre. Their 2017 report on democracy showed that 55% of Indian respondents felt that “a system in which a strong leader can make decisions without interference from parliament or the courts” would be a “totally good” way of governing this country. Conversely, only 17% of respondents felt that this would be “very bad” and 28% of them felt that this would be “totally bad”. Moreover, their 2020 report showed that 70% of Indian respondents were satisfied with the way that democracy worked in India. This is a significant rise compared to the 54% of respondents that were satisfied with it as per the 2019 report. The 2020 report also showed that 26% were dissatisfied with it, which is lower than the 33% in 2019.

Undoubtedly, concluding that democracy has no place in our future would be incongruously prescient, but a growing intolerance for democracy is indubitable. People prefer quick decision making over the slow democratic process that requires consensus and deliberation. People would rather see tangible changes made by decree than wait for the democratic process. While the subversion of the democratic process may seem harmless to the current ruling party and those who espouse their ideology, permanent harm to our democracy ought to be denounced. The ubiquity of democracy should not depend on any political party’s ideology. The end of democracy would bring about the epoch of a procrustean India and end the plurality, secularism, and diversity that we have considered primordial for decades. At the rate our democracy is eroding, impassivity could mean that we’re the last generation of Indians to live in a true liberal democracy.

The next opportunity for voters to actively resist this attack on our democracy may seem too far away. However, the 2024 general elections are preceded by elections in 16 states. My hope is that the control, division, and hatred promulgated by our current leaders, will ultimately consume them. Any reduction in their mandate will benefit our democracy. And if there is one thing that authoritarians cannot handle, it is the feeling of losing control.

Democracy is not a plant that grows everywhere but hopefully, it can re-grow in our great nation.

MARKETING AND ITS TYPES

Marketing is any activity undertaken by an individual or a firm consisting of a set of processes such as creation, communication, delivery, and exchange of goods or services that have value to the clients, customers and the society as a whole. Pursuits such as conceptualization, promotion and exchange of ideas aid in satisfying the needs of the clientele. Marketing of an existing or new product or service is essential for mass awareness, maintaining brand credibility, building trust among the buyers and ultimately to increase sales. Marketing can be done through varied methods as per the requirements and convenience of a firm.

TRADITIONAL MARKETING

It is among the oldest marketing strategies followed across the world. The success rate in this type of a marketing strategy is higher as it has been tried and tested for a number of years. This includes all offline marketing strategies which help to reach out to the target audience. It may be in the form of pamphlets, bill boards, posters, FM- radio, newspapers, etc.

For Example – The footwear market is lead by brands such as Nike, Adidas, Puma, Sketchers, etc. Consumers often get attracted by looking at the advertisements of these brands on the front page of newspapers, magazines or over bill boards as well.

INFLUENCER MARKETING

Individuals having a multitude of followers are asked to endorse a product over their channel/website for a decided amount of commission fee. These influencers make use of their fame and status to market that particular brand or product to their target audience. This technique certainly helps to boost sales as a known famous person recommends a company’s product/service and it does increase the visibility of that brand.

For instance – Allen Solly employed this strategy by leading the campaign of #shootforsolly. They invited over 20 influencers to market their new product – Chinos. These influencers were asked to pair Allen Solly Chinos alongside a tee of their choice and participate in a photoshoot. This technique helped the brand reach over about 3.2 million impressions.

AFFINITY MARKETING

It’s a Win-Win situation for both the brands engaging into this type of a marketing strategy. Expansion of the business through a partnership (co-branding), wherein two related brands get along and sell their product is known as affinity marketing. This approach helps satisfy the needs of the end users in a greater manner.

For instance – Taco bell (a popular fast-food chain) got along with Doritos (brand selling flavoured tortilla chips) to offer a merged food preparation called as Doritos Locos Tacos. These two brands made it to a 500 million sales mark over a period of just 14 months.

BUZZ MARKETING

It is a marketing tactic wherein brands intentionally create videos, advertisements, bill-boards that are comical, funny, outrageous or controversial. It is a unique marketing strategy to get your brand to become the talk of the town. It intends to create excitement and enthusiastic anticipation among the people.

For instance – AMUL, an Indian dairy product brand, published a cartoon picture advertisement depicting a Chinese Dragon. The picture said, “Exit the Dragon?” Public took this advertisement as an endorsement of ‘Aatmanirbhar Bharat’ and ‘Boycott of goods made in China’. This particular endorsement made rounds on the Internet.

SOCIAL MEDIA MARKETING

We live in the times where, more than one person from every family is active on Social Media sites such as Instagram, Facebook, Twitter, YouTube, so on and so forth. Thus, marketeers take it into consideration that posting content on social media sites will definitely boost sale. In the Covid-19 Pandemic, brand endorsers looked at social media as a boon, as they could reach out to their potential clients through online modes.

For instance – Dettol (a British brand producing cleaning supplies and disinfectants), launched their Dettol Anthem on YouTube in India during the pandemic. This fetched many views, likes and also lead to a boost in their sales. The Anthem says, ‘Mil Ke Harayenge’ ( English Translation – Together we will defeat it).

Marketing is one of the most exciting branches of a business. With the changing times, even the marketing strategies are blooming and undergoing a change. Along with meeting the organization’s set targets even customer satisfaction is greatly taken care of. With a global exchange of ideas and technology the methods of marketing are evolving and will reach greater heights in the upcoming years.

Pets A True Friend

Having a pet at home, may be a dog, cat or any other animal makes you feel like a family and a companion. For a pet owners become their whole world. They are always loyal towards their owner, they are actually like parent to them.

There are many scientific proven positive effects on mental and social well being while having a pet at your home. They never let you feel alone, they are always around you. They sense your feelings and try to make you happy always. They can’t speak in our language but, they can understand and we can understand them too, there is actually an internal connection with them.

Having a pet miss you more social as you always have to take them for a walk that also help in having a physical exercise for us too. The help us connect to the people. Once you have a pet you actually have a family member with you which never lets you be lonely.

l just want to say that please care for your pets, don’t ever leave them as where whole world is you can’t live without you. Teacher responsibility of paint only when you can take care of them till the last breath don’t leave them alone in the middle of an ocean.

Be a good pet owner. Be like their parent and care for them as your child, play with them as friend and treat them as your family.

Why Higgs Boson is called as the ‘God Particle’?

By Shashikant Nishant Sharma

In 1964 peter Higgs with five scientists proposed a theory called the Higgs mechanism to explain the existence of mass in the universe. Before 1930s, atoms were considered as the fundamental particles. Then we found electron, protons and neutrons as atomic particles. Later we found that protons and neutrons are made up of even more small fundamental particles called quarks. Quarks are the fundamental building blocks for the whole universe. The key evidence for the existence of these elementary particles came from a series of inelastic electron-nucleon scattering experiments conducted between 1967 and 1973 at the Stanford linear accelerator center. They are commonly found in protons and neutrons. There are six types of quarks, up quark, down quark, top quark, bottom quark, strange quark, charm quark. They can have positive (+) or negative (-) electric charge. Up, charm and top quarks have a positive 2/3 charge. Down, strange, bottom quarks have a negative 1/3 charge. So protons are positive because there are two quarks (+2/3) ups and one down quark (-1/3), giving a net positive charge (+2/3+2/3-1/3 =1). These three quarks are known as valence quarks, but the proton could have an additional up quark and anti-up quark pair.

The Higgs field theory

In the second half of the 20th century, physicists made a developed a theory called a standard model of particle physics. They theorized about twelve fundamental particles that make up all matter, and four particles called bosons are responsible for three fundamental forces of nature. It includes strong force, weak force, and electromagnetism. Gravity is another force, it is not a part of this model but, it can be modeled using general relativity. With these fundamental particles in the standard model and gravity, we can build almost everything in the entire universe. However until 2012, the standard model was an underlying theory. Because all forces carrying particles should be massless. So, although the photons are massless, experiments show that the weak forces bosons have mass. So that was a promising model that could be used to explain our universe. But perhaps, it would need to be thrown out because it had the seemingly fatal flaw in being inconsistent regarding the way the weak force worked in the late 1950s physicists had no idea to resolve these issues all attempts to solve this problem. But indeed it created new theoretical problems. In 1964, Peter Higgs hypothesized that perhaps the force articles were massless but gained mass when they interacted with an energy field that is the reason for the existence of the entire universe.

During the very early moments following the big bang, in the universe, the elementary particles were massless and they were pure streams of energy that move at the speed of light. As the expansion of the universe was proceeding, density and temperature decreased below a certain key value. According to the theory, the Higgs field interacts with particles and can give them mass. It is theorized that different particles interact differently with the field, the particles that interact with it more intensely have greater mass and particles that don’t interact with it that much have lower mass. Just imagine Higgs field as water, pointed shape objects interact lesser with water and cube shaped objects interact more with it. Some particles don’t interact with the field like photons are massless. A fundamental part of the theory was the presence of a specific particle; it’s called the Higgs boson. A boson that would allow the Higgs mechanism to unfold correctly to give mass to all other particles.

CERN’s discovery of a new particle

Even though Higgs theorized it, scientists can’t able to prove that until 2012. The particle accelerators had to possess a huge amount of energy to detect them. Finally, the Large Hadron Collider (LHC), the CERN’s particle accelerator has been turned on in 2008 and managed to recreate the required energy and temperature conditions in 2012. The Higgs boson was finally experimentally detected and on 4th July, a conference held in the CERN auditorium announced the discovery of a particle compatible with the Higgs boson. The machine accelerates Hadron bundles at close to the speed of light and collides them each other in opposite directions. At four separate points the two beams cross, causing protons to smash into each other at enormous energies, with their destruction being witnessed by super-sensitive instruments. Even if LHC is the world’s largest particle accelerator, it had to work hard to detect Higgs boson. If the Higgs field doesn’t exist, all particles in the universe will become absolutely weightless and fly around the universe in the speed of light. For This reason Higgs boson is often called as the ‘God particle’.

“I never expected this to happen in my lifetime and shall be asking my family to put champagne in the fridge.” – Peter Higgs

About that Author and her books: Sarah J. Maas

The queen of YA fantasy world, author of numerous books, including the throne of glass novellas, the renowned A Court Of Thorns And Roses series(ACOTAR), Crescent City, etc. all of which are ACTUALLY New York Times bestsellers, this 35 year-old author from New York, has created works that are read all over the world and loved incomparably. She currently lives in Pennsylvania with her husband Josh, her son Taran and her dog Annie. she first wrote her novel throne of glass when she was just 16, which turned out to be her debut novel when published after almost a decade. Though after writing several chapters of the novel, which was then titled queen of glass, she put it up on fictionpress.com, and got much adoration for it.

A wild spirit, Sarah continued writing the throne of glass series, which was then purchased by Bloomsbury, and published its last novel, kingdom of ash in 2018.

Her second set of novellas is A court of thorns and roses series( my personal favorite) which is inspired by the story of Beauty and the beast( also my favorite), first written in the year of 2009 but wasn’t published until 2015. the last book of this series was just published in early 2021, in the united states and some more countries. It is expected to be a virtual series on Hulu.

Her third novel, a TOME would be a more appropriate word for it, is the Crescent City series, who’s first book, house of earth and blood was published in 2018, and the publishing of the second book was just announced yesterday! (which is how I got the idea to write about her) It is publishing on February 22, 2022. I can’t wait!

Now comes the brief introduction to each of her novellas( while NOT giving the spoilers… I guess *winks awkwardly*)

A COURT OF THORNS AND ROSES

This a story of a huntress, a fierce, strong and bold huntress. involving Fae creatures, romance, wars and what not, this book will give you chills every time you read it. though, honestly speaking, the words mate, grinned and purred are used rather extensively, if you really get into the plot, you wont even notice it! it is that good.

CRESCENT CITY

Chronicles of a girl, a valiant girl named Bryce Quinlan, and a boy, a dark but kind boy named Hunt Athalar and the adventures they face for love. Though being a massive, gigantic tome, if you’re anything like me, I am sure you’ll read it in less than 4 days if you really get into the story. There is still an extensive use of the words grin, purr, and a rather peculiar way to write ‘hel’, but regardless of all of this, I love this book to death. memento mori, and read it now!

THRONE OF GLASS

a story about Calaena Sardothien, an assassin, a person whom everyone fears, Throne of glass series is Perfect for anybody who likes a Dark Romance kinda vibe. I am truthfully not the right person to descript this book as I am still on the fourth one, but, up till now, it is GOOD, so good. I would suggest you to read it with my utter heart.

Maladaptive Daydreaming

Daydreaming is our break from reality. We all have our own imaginary situations going on in our mind. Who doesn’t like to wander and take a break from reality. But, what If you were unable to live in the reality due to your daydreaming? What If your escape found no route back to the real world? That is what Maladaptive Daydreaming is all about.

What is Maladaptive Daydreaming?

Maladaptive Daydreaming is a condition where the person is unable to touch his feet to the ground(reality) due to his feet touching a consolidated and intense imaginary ground.
The common observable symptoms are as follows:

•Escaping the reality by making up an alternate world and living in it for hours.
•Well structured plots with defined storyline and settings
•Lasts for several minutes to several hours.
•Withdrawal from social activities and relationships due to the extensive and intense daydreaming.
•Trouble while focusing in everyday tasks.
•Trouble sleeping
•Daydreaming becomes an addiction where you no longer have control on it and feel empty If not engaging in it. It becomes the top priority of the day
•Talking to yourself and making faces.

What triggers the daydreams?

•Real life events
•conversation topic
•movie
•noise or smell

Why some people may resort to it unknowingly?

Intense daydreaming may act as a coping strategy. A person who is tired of his daily mundane lifestyle, traumatic past or present, may find daydreaming as a comfort zone rather than a mere temporary escape.
During Covid 19 lockdown many people experienced something similar due to the elimination of interactions and activities from their lives.

How Is it different from daydreaming?

•Daydreaming acts as an temporary escape. It is rather a pleasant experience whenever the reality goes harsh on us.
Maladaptive Daydreaming is rather creating one’s own comfort zone in an imaginative alternate reality and withdrawing from reality

• Daydreams are usually about pleasant scenarios or our imaginary future.
Maladaptive Daydreaming can be pleasant too. However, it also involves well defined plots about control,power,sex,rescue.

•Daydreams start and end in our minds. It just makes us feel happy.
Maladaptive Daydreaming may be accompanied by movements, talking to oneself and facial expressions. The person gets deeply involved in his alternate reality.

Is Maladaptive Daydreaming considered as a disorder?

Maladaptive Daydreaming was first defined in 2002 and is not yet recognized in the Diagnostic and Statistical Manual of Mental Disorders (DSM-5).

Does Maladaptive Daydreaming has a treatment?

There is no official treatment method for Maladaptive Daydreaming. There is no method to diagnose it either. However,Somer developed the Maladaptive Daydreaming Scale (MDS) which helps to determine if a person is experiencing Maladaptive Daydreaming.
Maladaptive Daydreaming is often diagnosed as Schizophrenia in which a person is unable to differentiate fantasy from reality.

What are the effects of Maladaptive Daydreaming?

Though a person indulges in extensive fantasizing to protect himself from anxiety, trauma, depression or obsessive compulsive disorder, however,it may lead to negative effects on one’s emotions, social life and mental well being. Some of the effects are as follows:

•Emotional Distress. After daydreaming so extensively one may feel emotionally worse due to their energy and concentration being highly invested in a reality which yields nothing and is above all, imaginary.

•It is common among people suffered from Attention Deficit Hyperactivity Disorder (ADHD) and may lead the person to suffer from anxiety, restlessness and attention deficiency.

•A person may spend 4.5 hours of his day engaging in intense daydreaming. Therefore, withdrawing from social activities, interactions and an active lifestyle.

• The person is unable to focus on what is going on and fails to grasp responsibilities,tasks,and studies. They may find it tiring and draining.

However,It can be managed through living an active lifestyle, engaging in interactions and meditating to keep the urge and the anxiety at bay. The human mind is indeed a world of its own. Sometimes,we alone cannot control it. Consulting a psychologist and talking about it may give us more insight into the condition.Withdrawal and Isolation may end up making the condition worse.

About that artist- Artemisia Gentileschi

Artemisia Gentileschi is regarded as one of the most illustrious artists of the 17th century. She made a name for herself during a time when women were not allowed to be a part of art and cultural activities. Her paintings were a symbol of women empowerment of the Baroque period and yet are not well known.

Early life

Artemisia was born in 1593 in Rome Italy, to Orazio Gentileschi, a renowned painter at the time. Her father recognized her talent from an early age and encouraged her to paint. Her father was a huge follower of the remarkable Baroque painter Caravaggio and her own paintings were highly inspired by Caravagio’s dramatic realism.

Career

Gentileschi’s earliest known work is Sussana and the Elders, who at the time of painting this was only 17. The painting shows a young woman Sussane taking a bath in her garden and two men with ill intentions and a predatory look towering over the young women. Sussane who obviously seems very vulnerable at the moment and can not do much but just confute the two men with her actions which go to waste. This painting is inspired from a tale in the book of daniel. This tale portrays Sussana taking a bath in her garden as two elders start spying and harassing her sexually.

In 1611, an Italian landscape painter Agostino Tassi who was working under Orazio, went into their house and raped Artemisia. Orazio was under the impression that Tassi would be marrying her daughter to save the Gentileschi name from embarrassment but when Tassi refused to do so Orazio took him to trial. This was really tragic for the 17 year old Gentilesci, according to her father and all the other men in power her virginity was stolen but for her it was a part of her that was stripped away. As if this wasn’t enough torture for her she was tortured with nails and screws at the trial to attest the authenticity of her testimony. Tassi was found guilty but did not serve any sentence owing to his relations with the pope.

A short while after the trial, her father married her off to a Florence based artist and moved to florence. This period of her life brought her tremendous success. She became the first woman to be accepted at the Academy of Design, Florence. This meant that she did not need permission from any man to buy art supplies, she could do it without any men controlling her.

In Florence, Gentileschi had developed her own style. She used tenebrism in her paintings which is a style of painting that uses light and dark contrasts and the dark becomes a dominating feature.

In 1620, she completed Judith Slaying Holofernes, which is inspired from a narrative in The Bible. Throughout the history of art many versions of this tale have been painted by multiple artists, even Caravaggio but Gentileschi’s version is more real and violent. This work of hers can be compared with her own traumatic experience, where Holofernes can be compared to Tassi and Judith is Gentileschi.

Now it is not that she was the first female painter ever but all the female artists that came before her chose still lives or aesthetically pleasing subject matters. Gentileschi on the other hand, portrayed women that were a subject to male oppression like herself and were raw. Yet she is not very well known in the 21st century. Gentileschi’s work is empowering and a mark of early feminism and needs to be celebrated.

Dhoni Launches CSK to IPL Playoffs With a Vintage Six and Fans are on Nostalgia Ride

Dhoni polishes off in style… ” Chennai Super Kings skipper Mahindra Singh Dhoni turned the clock back with a transcending six off Siddharth Kaul’s conveyance to overcome Sunrisers Hyderabad on Thursday night, subsequently driving Men dressed in Yellow to turn into the primary establishment to enter the IPL 2021 end of the season games. In the match, Dhoni won the throw and c

hose for field first, and it ended up being the ideal choice as SRH hitters battled all through the innings. Pursuing 135, Dhoni dispatched Kaul for a six into the mid-wicket stands, helping CSK cross the end goal with 6 wickets and 2 conveyances to save.

The idea all around the Internet was (clearly) Dhoni’s vintage six, something that helped the fans to remember that sublime night when India crushed Sri Lanka in a nail-gnawing last with Dhoni “polishing off in style” with a six to Nuwan Kulasekara to get back the desired world cup following a long time since Kapil Dev’s heroics in 1983.

Social Etiquette

The term Social Etiquette refers to a normative acceptable behavior within a particular society, profession or group. Each one of us is expected to follow certain behavioral norms in order to harmoniously co-exist. Niceties make the atmosphere amicable. Social Etiquette are numerous in types,inclusive of Conversational etiquette, Business etiquette, Dining etiquette, Wedding etiquette, Sanitary etiquette, so on and so forth. Each kind of etiquette has its own GOLDEN RULES.

CONVERSATIONAL ETIQUETTE

Attempt to choose a common subject of talk rather than bombarding the other person with the talk of your own interest.
Always carefully listen first and speak later. Being a good listener is essential for a amiable conversation.
Avoid unnecessary interruptions such as speaking on a call while talking to somebody in person, fidgeting, etc.
Try not to sidetrack. Do not waste the other person’s valuable time on explaining unnecessary details.
Maintain a friendly eye contact with the person whom you are conversing with.
Avoid counter questioning the speaker’s talk.

BUSINESS ETIQUETTE

While at a workplace always try to use people’s names while greeting or talking to them. Also, make sure that you spell their names appropriately.
Show courtesy and respect towards all colleagues irrespective of their designations.
Avoid making your fellow workers or clients wait for you. Sincerely apologize for any delay caused.
Keep a crucial check on your verbal communication. Do not crack inappropriate puns or use offensive statements/words.
Handshakes are universal formal gestures. Let the subordinate shake hands with you first. If, he/she does not, you may offer a firm and confident handshake.

DINING ETIQUETTE

Avoid placing your personal items on the table on which the food will be served.
If dining with an employer, stay clear of ordering dishes which you have not tried before.
Maintain a proper posture while having your meal.
Be aware of the usage of different cutlery.
Do not begin eating unless everybody on the table has been served.
Avoid messy eating and chew with your mouth closed in order to maintain hygiene.
Attempt to Go Dutch (share the expenses). If, the meal has been hosted by the other person, always remember to express gratitude and thank them.

SANITARY ETIQUETTE

Patiently wait outside if there is a queue outside a washroom (at the theater, airport, restaurants,etc).
Maintain the necessary hygiene norms and leave the restroom clean once you are done.
Avoid chattering inside a restroom. Keeping other waiting outside is unacceptable.
If there are guests arriving at your home, stock your restroom with the crucial hygiene products. People may find it embarrassing to ask for it.
Politely ask the restroom attendent to clean up the public washroom in case if you find it unclean.
Never skip washing your hands with a disinfectant liquid or soap after you are done using the washroom.

“ETHICS IS THE DIFFERENCE BETWEEN WHAT YOU HAVE A RIGHT TO DO AND WHAT IS RIGHT TO DO“
POTTER STEWART

Good manners always reflect a sense of consideration and respect for the people in the world we live in. Putting yourself before others shows dignity and has got to do nothing with subservience. Small individual efforts in following the essential etiquette will help take humanity towards different horizons. This will help promote kindness, respect and care across the globe.

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Life

Career

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Career

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A COURT OF THORNS AND ROSES

CRESCENT CITY

THRONE OF GLASS

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Early life

Career

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