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EDITORS NOTE
In these times of global economic uncertainty and market volatility, all countries are getting adversely affected. The debt crises of USA, Greece and the problems of eurozone countries, namely the PIIGS have severely impacted the markets world over. India too has not been spared, with the immediate impact being seen on the exchange rate of Indian Rupee. Already tackling rising Inflation and rising costs of raw material as well as food, these macroeconomic goings on do not augur well for the times to come. The UN in its recent report has suggested that even the two dominant emerging markets i.e. India & China will see contraction in their estimated growth owing to the approaching slowdown and demand contraction. The December Issue of NEXUS focuses on the Impact of the global Economic fallout and its impact on India and the world in general. Starting this issue, we have undertaken the initiative of involving articles contributed by faculties, to help us better understand and analyze relevant issues. Through the article, Euro crisis and India Prof. Anil Agashe has discussed the same, drawing parallels between the global situation and that prevalent in India in the yesteryears. Also he has highlighted certain learnings that the European Officials can derive from India. The issue, under our popular sections such as AD-DICTION, Sectornama etc also features articles pertaining to e-Finance, Customer Relationship management, Business Process Management, in

Sports Talk, Lessons from Sports for Management students and reviews for Airtels successful TVC
Campaign and Chetan Bhagats latest novel. Do check these out we would highly appreciate your feedback at: mandar.ghayal@yahoo.in. This shall further help us in improving NEXUS. Thus, on behalf of all the members and contributors of the Media Cell, I present to all, the December 2011 Issue of Nexus. Best Regards, MANDAR GHAYAL.

Department of Management Sciences, University of Pune (PUMBA)

CO-ORDINATORS MESSAGE
Happiness Happiness is a very tricky concept. We want things. We get things. We dont get everything we want. We try to be happy for our fulfilled desires. We try not being sad for the unfavorable results. But still we are not happy!! Yes, the results are not in our hands & agreed that we have to accept things as they are, but still we cannot accept these things & try to ignore them until we forget them. But can we really forget about the things which slipped out of our hands? And if not, then does it mean that we cannot really be happy?? In order to be happy, some of the philosophers have tried to accept the things because it is their Destiny, Fate, Karma or whatever. Lord Krishna has tried answering the question in some other way. He tells Result is not the reward, but the action is He simply said devote yourself to the action in such a way that the action becomes your primary source of happiness & The Result of the action becomes secondary. If action would give such a joy then it wont matter what results you get. Ask Sachin, Amitabh, Narayan Murti or Lataji... everyone just loves what He/she does. Failures never stop them because their Happiness is not dependent upon failure or success In any condition, they are always happy to do their work & they dont care about the results. Results are not in our hands but our actions are. When you dedicate yourself to the action, you will be happy in spite of good/bad results. Only such a person will never quit. He / She wont be tired of knocking on the doors of destiny. And the doors will open only for such a person. When you ask destiny for awards & accolades, you are a BEGGAR. But when you just go on doing your work sincerely, destiny eventually showers accolades on you. Only then you TRULY BECOME A KING!!! GAURAV SHAHANE

Department of Management Sciences, University of Pune (PUMBA)

CONTENTS
COVER STORY - EURO CRISIS AND INDIA ............ 5 HR RENDEZVOUS 2011 8 PUMBA VALUES: FOOD FOR THOUGHT.. 10 E-FINANCE 12 CUSTOMER RELATIONSHIP MANAGEMENT. 15 SECTORNAMA: BUSINESS PROCESS MANAGEMENT 19 AD-DICTION: AIRTEL HAR EK FRIEND ZAROORI HOTA HAI 21 SPORTS TALK: MANAGEMENT LESSONS FROM CRICKETERS. 23 NEXUS SUGGESTS: REVOLUTION 2020 . 26 INQUIZITIVE .. 28 ACKNOWLEDGEMENTS.. 30

Department of Management Sciences, University of Pune (PUMBA)

COVER STORY - EURO CRISIS AND INDIA: -- PROF. ANIL AGASHE Europe is in a crisis of their own making. Lets have that very clear in our minds. Greece fooled the Euro countries by doctoring their financial figures and they were accepted and Greece was allowed to adopt Euro as its currency. Greece and other PIIGS countries are in complete violations of the set out economic parameters of Euro countries. This is a grave failure of the regulation mechanism of European Union. When these countries were happily borrowing money from European banks for financing expenditure as opposed to creating productive assets the banks who invested in these papers and the regulators ignored the end use of the funds that they raised. This money was used to raise salaries of government employees and for funding social security expenditure. This proved to be a fatal mistake. This is a classical case of living beyond ones means. We have gone through phase in India pre 91 and we are in the danger of going towards this situation once again. Look at the subsidies that we are spending on. Our people are not willing to pay the market prices for the goods and services. Look at passenger fares of trains, the railways lose large amounts because of this and then to compensate for this loss freight charges are hiked making commodities expensive. This has also taken away freight traffic from the railways, even though rail freight movement is more economical and less polluting. Same is the case with oil subsidies. Today everyone in India wants his remuneration to be increased. The government servants have got hefty increases. Good corporates are unnecessarily offering very high salaries to fresh Management students especially the IT companies. The farmers want exorbitant prices for cotton and sugar cane. The problem is everyone wants more without any increase in productivity or being accountable. If we grant everyones wish we will only invite more inflation and more government borrowings. This will lead us into a financial mess which we can ill afford. Our efforts to control inflation and the subsequent increase in government deficits have borne no fruits. We have put in cold storage, Fiscal Responsibility Act, one of the most sensible legislations enacted. We have seen parliament not functioning and much important legislation not seeing the light of the day. We are dithering on a very progressive legislation like GST for years now. The Direct Tax Code has 5 Department of Management Sciences, University of Pune (PUMBA)

undergone a huge change from the initial draft taking away many far reaching changes. The fate of the new DTC hangs in balance with parliamentary impasse. Every bold move by the government has been thwarted by interest groups and mindless opposition from opposition parties. We are creating problems for ourselves and pushing the country towards financial collapse. We need to put our act together fast; otherwise we will go the way many European countries have gone. We seem to have forgotten the lessons learnt in 91. Ironically Dr.Singh, Dr. Ahluwalia, Dr. Rangarajan and Mr. Chidambaram who pulled us out of that crisis with support from the then Prime Minister late Narsimha Rao are still around but are unable to deliver due to many things. The European countries need to learn the lessons from Indias experience of 91. The conditions are not same but are similar. They should take advise may be from Indian policy makers of those days as to how to reform their economies. India did undertake structural reforms with manageable pain and practiced austerity for quite some time and came out strong and has emerged as one of the fasted growing economies of the world over the last decade. There is much that Europe can learn from us. Today European capitals see demonstrations against any austerity measures implemented by their governments. This is the result of undue pampering of masses by the political class for their narrow political gains. Conditions in India are similar. When one opposes the experiment of FDI in multi brand retail whom are we protecting? We seem to be protecting the Kirana shop owners who must be one of the highest tax evaders in the country. They forced the postponement of implementation of VAT because they did not want the tax authorities to know their actual business volumes! They are now pressuring political parties to see to it the GST does not get off the ground as the act will plug many loopholes in tax administration. We are protecting the middlemen who deceive farmers and consumers for their own benefit and most of their incomes are out of tax! The mindless opposition to new and brave ideas will set us back as it has been done so many times in the past. We do not really need to look at what has happened in Europe we have all the ingredients present in our own country! We should offer help to European countries if they desire and share our experience with them. My suggestion is Dr. Singh should resign as the Prime Minister and he and Dr. Ahluwalia should head an 6 Department of Management Sciences, University of Pune (PUMBA)

international effort to bring back European economies back on track. With their vast experience in Indian conditions I am sure they will do a great job if given the opportunity.

Department of Management Sciences, University of Pune (PUMBA)

HR Rendezvous 2011

We, the Seminar Cell at Department of Management Sciences, University of Pune (PUMBA) arrange Corporate Ensemble 2011 the Pundits brew and HR Rendezvous11- staging the Just way a blend of arduous manoeuvres, as an annual event of our department.

Corporate Ensemble 2011 the Pundits brew is an attempt to facilitate interaction between the stalwarts from the industry and the students over a networking dinner. The experience that our esteemed guests carry, would brew over the dinner. It is this blend of thoughts; opinions and experience that would aid the future managers develop a framework for an enhanced career.

Department of Management Sciences, University of Pune (PUMBA)

HR Rendezvous11- staging the Just way a blend of arduous maneuver is the platform wherein students enact the most unpredictable scenarios arising in an organization. These situations need a blend of the onerous tactics and unprejudiced decisions. Interpreting a just solution to these situations is required which will enhance the students understanding of this HUMAN SIDE OF ENTERPRISE. The event comprises of enactment of real-life cases related to Human Resources that are usually not faced at the workplace. This helps the students to comprehend these issues and develop an HR personnel's perspective while resolving them. We invite stalwarts from the industry, who with their wide arena of expertise and knowledge, help unravel the mysteries in the workplace. The event has been organised on the 10th of December, 2011. We invite you all for the event.

Department of Management Sciences, University of Pune (PUMBA)

PUMBA VALUES: FOOD FOR THOUGHT --ADITYA AWATHARE II YEAR, MBA BT On a warm summer afternoon I was sitting in the companys canteen where I was undergoing my project. It was a crowded place since all the workers, staff and managers come down for lunch. Its just like any other company canteen where you pick up a plate and move on to serve yourself with whatever you want. You can take as much as you want since the lunch is provided by the company, or rather as the Company Act says - the employer should provide basic facilities like food to its employees. I was amazed at the fact that food of this quantity is provided and really good taste as well. But there was a board placed just above the food counter around 9 feet up so that everyone can read it. On it was written this very thought provoking line Dont waste food, millions are still hungry. That day I kept wondering how easy it is for us to just go, pick up a plate and start eating till we are full, but yes there are people for whom getting one square meal a day is a big task. Despite placing the board there, I still found that some people were not able to fully consume their food. May be they really had to hurry back to work, or they took more than they wanted to have. I compared this with similar other situations. When I attend weddings, usually a grand feast is organized with a wide variety of foods ranging from entres to desserts. And I observe the same situation. Firstly, people go for the starters even before the wedding starts. As if the main event is nothing but the food being served. Then, when it is actually time to have food, they are already half full. They go for the main course, wanting to taste every single item that is available, at the same time. No wonder, one can find plates full with all kinds of items available. And then you really cant distinguish what got mixed up with what so while eating, the flavours are lost and then you get fed up and cant eat more and so while away the plate with whatever is stocked in it. This is one thing observed not only at weddings but also at parties. It amuses me a lot and I also feel sorry for it. You put in a hard effort standing in a long queue, then somehow you get a chance to pick up the food and by the time you start eating you are half tired, or are busy talking to someone else or just dont seem to like it. It also happens that if a person with you is done with his/her food you too just keep away your plate without completely finishing it. Whatever may be the reason, the fact remains that there is immense wastage of food.

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If we talk of economics, ours is an agrarian economy, producing a variety of food crops in a huge quantity not only to meet the demand of local population but also to export the surplus produce. However in recent times and continuing today as well, our economy is being hit by severe food inflation. The immediate impact being on the so called Common Man that is you and me. But frankly speaking do we ever think about it when we consume food. We only listen to our taste buds. Food is a resource whose basic function is to meet bodys energy needs. But the way lifestyle of Common Man has changed, food too has become an object of fashion. It is the need of the hour to think beyond the present and look in the future. When I look into my school days there is one particular lesson from my English text book that Ill never forget. Its The ants and the grasshopper in which the ants work hard and collect food and store it for winter. The point here is how you conserve what you have and use it at the time of need. Its not just the people around us that we see daily and neglect but there are many poorer countries where people travel miles in search of food, they starve, they are hit by bad climatic conditions or even the economy of their country is poor. We need to have a holistic view on this matter. What we can do to improve the situation is to change our habits and mend our ways. The habit of avoiding wastage of food should be inculcated from the earliest possible age. Im not a big follower of ritual scripts or what is said and advised, but it does make a sense that one should have a balance diet. We find our schedule very tight and its a fact that we do skip meals or eat whatever and whenever we find time. An important thing is that one should eat moderately, not too much nor too little. And we should spread awareness regarding the message Dont waste food, Millions are still hungry.

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E-FINANCE -- SMRUTEE SATHYE I YEAR, MBA++ What actually comes in our mind when we use the term e-finance? It mainly includes internet banking, online transactions, stock trading etc. But if we decide to define e-finance simply its the use of technology for the financial functions. The use of Information Technology systems in the financial community, from multi dollar FX transactions to an individuals cash withdrawal from ATM machine touches on every aspect of day to day business. IT systems dont just facilitate but help defining the role of front and back offices whether user is building on existing systems or implementing a new one. The basic idea of e-finance emerged with the use of IT systems in the financial services industry. The financial data gathered by these institutions is very large and needs to be processed, retrieved and transmitted with accuracy. CRM, STP/CLS, SWIFT, Electronic funds transfer, Online trading, Day trading, Smart Cards, etc. are the areas which are covered under e-finance. We will have a quick recap of how e-finance evolved. The true era of Internet enabled efinance began in mid 1990s when the Internet became the network of networks. Businesses then began to develop Web based platforms to deliver financial services. Not surprisingly, it was the small players and institutions which adopted these technologies, seeing them as a means of bypassing traditional costly entry barriers to the business, rather than the large Wall Street institutions which were quite content to operate in the status quo and protect their turf. Hence, the players who had developed Web platforms could in turn forge links combining their proprietary technology solutions with other solutions providers in the IT sphere. New entities arose which offered financial institutions an Internet turnkey product for online banking. The combining growth of the Internet and new technologies with the trends of economic globalization, mergers, and concentration of the financial services industry, was leading to numerous developments in the arena of e-finance. To compete in the digital economy, technology architecture had to be flexible, scalable, reliable and cost effective. The widespread use of these information technologies made it increasingly easy for banks to remain at arms length from their customers. The new era of financial services started with the innovation of e-finance mainly in banking and insurance sector. The face of these sectors changed drastically with the wide use of e-finance. E-finance is not 12 Department of Management Sciences, University of Pune (PUMBA)

new. For example, the Fedwire used electronic communications system as early as 1918. The NASDAQ market involved the electronic trading of stocks as early as 1971. The difference today is that electronic communication and computation is now used much more widely than before. A large number of people have access to the internet and this has vastly changed the opportunities for the use of electronic payments systems, the operations of financial services firms and financial markets. The innovation of IT in financial sector thus, widens the scope and makes the global economy truly global. The use of e-finance in all the economies throughout the world has made the complex issues simpler to understand and carry out functions worldwide. Beneficiaries that gained the most are the developing economies, as the advent of e-finance and e-commerce gave them impetus for the growth and development. Thus, E-finance is reshaping the financial landscape around the world. Continued economic integration and new delivery channels for financial services, such as wireless protocols, will increase opportunities for foreign banks to deliver financial services to remote areas and countries, potentially even revolutionizing microfinance and agricultural finance. These developments will increase the scope of financial instruments offered in emerging markets and the venues for trading risk at lower transaction costs, as in cases of trade finance or even traditional terms of agricultural storage finance. While a key impediment in many emerging markets is a lack of supporting infrastructure, changes that are now under way offer many such countries an opportunity to accelerate financial sector development. E-finance will offer fewer choices to economies with poorly capitalized banking systems, weak regulatory systems, and extensive guarantees on liabilities, options for protecting incumbent institutions will become increasingly obsolete as consumers go offshore. To reduce the risk of financial crises, regulatory approaches should recognize the weak governance and institutions, scarce human resources, and concentrated ownership structures in developing countries. These shortcomings make textbook solutions difficult and argue for simpler approaches. More entry of foreign financial institutions will often be a more viable way forward.

E-finance will require a reassessment of the paradigm that has been used for financial sector development. For all countries, financial sector safety nets need to be substantially reduced, with less 13 Department of Management Sciences, University of Pune (PUMBA)

emphasis on prudential regulation and supervision. For developing countries, e-finance allows much easier access to global capital and financial service providers, which offers many potential gains, including increased financial sector stability. As financial services are imported, the need to strengthen regulation and supervision in developing countries declines. It also raises the issue of whether small, undiversified economies should have domestic equity and debt markets and, in the extreme, banking systems. Finally, in many countries e-finance presents opportunities to quickly widen access to and improve the quality of financial services, such as for consumer, small and medium-size enterprise lending, and rural finance. Achieving these gains will require a much more intense focus on three basic areas of reform in emerging markets: strengthening the legal framework, improving the framework for financial and other information infrastructure, and improving technology-related infrastructure.

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CUSTOMER RELATIONSHIP MANAGEMENT: --GAURAV SHAHANE II YEAR, MBA++ Canon is a leader in business equipment and information systems and a CRM success story. Due to a period of recession Canon faced a difficulty with the sale of copy machines, cameras, computers etc. It was unable to increase its sales and needed additional help. What was essential was a comprehensive customer database that could be made available to sales personnel, management etc. Vital customer information was left unheeded and poorly managed as well. The affiliation of sales calls to customers as well could not be accomplished.

Customer relationship management (CRM) is the methodologies, software and Internet capabilities that help a company manage customer relationships in an efficient and organized manner. For example, an enterprise might build a database about its customers that describes relationships in sufficient detail so that management and the sales force could access this information, meet customer needs with the right products, know what products a customer had purchased etc CRM uses technology and resources to get an insight into customer behavior. It enables the study of customer history. It allows companies to store analyze and view customers transactional history, sales, purchase history. Canon then opted for the purchase and installation of a Siebel CRM package. Siebel provided Canon with a means by which it could meet the needs of each customer in a more personalized way and thereby increase its sales. Canon adopted Siebel CRM to learn about customers' needs and behaviors in order to develop a stronger relationship with them as well as to bring together information about customers, sales, marketing effectiveness etc. The result was that information that was stored for a period of 15 years was used and analyzed. Siebel CRM technology helped Canon in three main areas: call center, sales and service. As a result, Canon was able to increase its customer retention due to additional focus on the customer. Siebel CRM helped to improve the customer experience with better interactions, customized offerings and improved communication.

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The goals of a CRM strategy are to find, attract, and win new clients, nurture and retain existing clients and enhance customer loyalty, entice former clients back into the fold and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. It is important to retain satisfied customers & regain dissatisfied customers (or at least refrain from serving those customers). So it is important to know is which customers fit into which category and then to manage them accordingly. Why CRM? Pareto's Law is commonly known as the 80:20 rule. Typically in any organization: 20% of customers account for 80% of your turnover 20% of customers account for 80% of your profits 20% of customers account for 80% of your service and supply problems

CRM basically studies customer responses and uses it to identify the market trends and then uses this information to advocate marketing plans. CRM with its use of software analyzes and assimilates customer data so as to study purchasing patterns. This also indicates to the organization what means of communication to the customer is most effective. CRM helps in the following aspects. Lead Management Lead Management basically involves the tracking and distribution of sales leads. All this is done with a view to capture as many sales leads as possible so that sales benefits. This is achieved through a comprehensive study of customer purchase patterns and the identification of potential sales leads. Sales Force Automation Sales Force Automation is by far one of the most essential components of CRM and also one of the first. Used by almost all organizations it is nothing but a software solution that includes forecasting, tracking potential interactions and processing of sales. Customer Service 16 Department of Management Sciences, University of Pune (PUMBA)

The customer service component in CRM is essential. This is because CRM focuses on collation of customer data, gathering information about their purchase patterns and provides this information to every department that requires it. Due to this organization can serve customers in a better way. Marketing Customer Relationship Management facilitates the marketing function in that it increases the effectiveness of marketing by studying the potential targeted customers. Work Flow Automation Work flow processes include cutting costs and streamlining processes. It basically saves several people from doing the same job again and again. It reduces work and relieves work force of unnecessary tasks. It also includes the integration of people and processes so that they work together in harmony towards a common objective without any loss of time, money or effort. Analytics Analytics involve the study of data so that information can be used to study market trends. A complete trend study is made possible due to the ability to create charts, figures and diagrams using both historical and current data. This is an essential and pivotal part of CRM as it enables a study of data that is needed to make an estimate of the business condition at any given point.

Other benefits of CRM implementation include: Higher percentage of cross-selling Quicker and more efficient response to customer leads and customer enquiries Simplification of marketing and sales processes Building & maintaining a knowledge base for customer support Analyzing marketing campaigns & Viewing the actual profit of each campaign Maintain exact info about the target market Achieving an efficient, integrated business system & organizational discipline

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CRM Software Vendors include giants such as Oracle, Salesforce, IBM, Siebel, Microsoft, Rightnow and SAP.

CRM: More than technology, its a strategy Driving a business initiative without strategy behind it is like trying to drive a car without a steering wheel. The car may be fitted with the most advanced engine and a plush interior, but it does not serve the purpose of taking you from point A to point B because it cannot be directed to move along the chosen path. An enterprise-wide CRM strategy is a comprehensive and detailed definition of the scope of the CRM program towards organizational goals. The strategy is needed to keep businesses customer-centric and to help the company constantly evolve internal processes and technology to acquire and retain customers. An enterprise-wide CRM strategy has to put in place systems, processes and technology to align business functions such as sales, service and marketing to build a coordinated effort to serve the customer and thus contribute to the top-line & bottom-line of an organization. Organizations need to work backwards beginning with the customer perspective, and align the customer needs to the business goals to create a CRM strategy which will ultimately prove to be very rewarding in the near future.

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SECTORNAMA: BUSINESS PROCESS MANAGEMENT [BPM] --MANDAR GHAYAL II YEAR, MBA++ While browsing through the website of a well known ITeS organization recently, I came across a term Business Process Management. Not knowing exactly what to make of it, I moved on. Yet the term remained in my mind, embedded. So I decided to investigate it further and see what its all about. Business Process Management [BPM] is the practice of improving the efficiency and effectiveness of any organization by automating the organization's business processes. BPM is also known as Business Process Reengineering (BPR). The focus is on integrating a businesss existing processes with latest technology. It is believed that BPM enables organizations to improve their overall efficiency, effectiveness and overall performance. But to understand this in detail, it is important to understand Business Process in detail. A business process is a series/network of specific activities, performed by people in relevant/specific roles, in a purposeful manner so as to achieve business goals. An organizations processes, though varying in priority and complexity, are critical to the organization. Planning, designing, implementing and executing these processes effectively define how the organization functions as whole. Therefore it is extremely important for any/every organization to have efficient business processes. This is where BPM comes in. BPM aims to integrate processes with technology and people to improve their overall efficiency in terms of cost, speed and effectiveness. BPM not only involves managing business processes within the enterprise but also involves real-time integration of the processes of a company with those of its suppliers, business partners, and customers. Use of BPM allows organizations to strategize their processes, simulate changes in processes, make processes flexible and scalable, improve certain key areas, control process outcomes and change or reengineer them. Given below is the BPM Life Cycle for BPM activities: Vision ->Design -> Modeling -> Execution -> Monitoring -> Optimization -> Re-engineering Functions, and sets of processes related to it, are designed around the strategic vision. Design involves steps such as identifying need for new processes, existing processes, process flow and entities involved 19 Department of Management Sciences, University of Pune (PUMBA)

along with rules and regulations such as service level agreements, standard operating procedures etcFocus of design is making processes faster, simpler and efficient. Modeling tests the design with combinations of variables, such as costs, resources etc Execution involves automation decisions such as choice of applications, software development and related infrastructure. Options such as Business Process as a service, use of cloud computing etc Monitoring involves business activity monitoring [BAM] tracking individual process performance, analyzing statistics on performance and identifying key areas of improvement. Based on these findings processes may be further optimized or re-engineered altogether. Companies offering BPM products include giants such as IBM, Appian, Progress [Savvion], Oracle, Software AG Webmethods, Microsoft, Intalio, Pegasystems as well as open source platform providers such as ProcessMaker. IBM is a market share leader with roughly 24.7% [Gartner]. The estimate of market size for BPM suites is around US$ 2 Billion, but it is expected to grow to about US $ 5 Billion by 2017 [GIA press release] Gartner surveys have already indicated that spending on BPM projects is set to increase in 2012 and continue for some time. This is indicative of the rising importance being gained by BPM. It seems technology is the way ahead for efficient business management. Fingers crossed.

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AD-DICTION: AIRTEL HAR FRIEND ZAROORI HOTA HAI! --CHINMAY THOMBRE II YEAR, MBA ++ What a Rahman and a Shahrukh khan could not do for the brand Airtel, the latest campaign, Har Ek Friend Zaroori Hota hai, has done. The campaign has caught the imagination of the youth, biggest users of the mobile phone and it has really become one of the most talked about brand positioning in the social media of all forms. Airtel had absolutely no answer to the amazing Dog campaign or the most appreciated & award winning Zoo Zoo campaign by Vodafone nor could it tackle the hype created by the What an Idea sirji campaign by Idea cellular. It took Airtel a 300 crore rebranding exercise, newborn trademark and mode tune called Har Ek Friend Zaroori Hota hai to highlight its existence in the market. The tune was watched or downloaded more than 300,000 times from YouTube and there were at least 500,000 downloads for the ringtone. The campaign has been designed in such a manner that it provides identifiable links for all kinds of friends that an individual has in his or her life, as one has different kind of friends for different situations, and the campaign is a trip down memory lane for a relationship called friendship. Indeed after a really long time, Airtel has come up with a campaign that is really worth its merit. The campaign was a brain child of the Fab Four: Airtel Brand Head Mohit Beotra, Taproot Bharat Chairman and Co-Founder Agnello Dias, lyricist Amitabh Bhattacharya and penalization administrator Ram Sampath. For the song, new terms like joke buddy, pokeweed buddy and gaana buddy, shaana buddy have been used to germane to the youth. The ad airing on TV is shorter while YouTube has the extended version. The YouTube video also features lyrics in sub-titles .While the entire song is very appealing, the line I liked best of all is: Ek ghadi ghadi kaam aaye, kabhi kabhi call kare Ek kabhi kabhi kaam aaye aur ghadi ghadi call kare Yes! This line covers everything it is supposed to cover: it gives an emotional touch to the advertisement. At the same time it reminds the audience about the purpose of the advertisement to the audience- calling, thus helping brand recall a bit. 21 Department of Management Sciences, University of Pune (PUMBA)

Finally I would say, Airtel was successful to utilize the power of a good advertising & branding campaign to cater to the people of all ages, predominantly the youth. After all, man is a social animal and there is one relationship called Friendship that can be built at any stage of your life and it is indeed Zaroori at any point of life isnt it? Oh.as I write I got a call from my friend mandar on my airtel and the ringtone of course is Har ek Friend Zaroori Hota hai.

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Department of Management Sciences, University of Pune (PUMBA)

Sports Talk: MANAGEMENT LESSONS FROM CRICKETERS!

--SACHET NAIK II YEAR, MBA ++ Indian Cricketers are an institution in themselves. With a billion plus fan following, advertisers continuously turn to them, resulting in each cricketer earning more than what many of the small and medium Enterprises do. So lets see what management lessons we can learn from them. Rahul Dravid gives us an example as to how patience, perseverance and readiness to adapt can help a player grow. Rahul Dravid came to cricket with a repertoire of textbook cricketing shots. He seemed perfect for test cricket but his critics deemed him unsuitable for one day format. He was criticised over and over again for his defensive play, rendering him in and out of Indias one day team. But he persisted in capitalizing on whatever opportunities he got. Serving in all fielding positions from silly point up to the slips, he did not back out even when he was asked to dawn the keepers gloves and take position behind the wickets. Dravid superbly adapted his game and patiently developed it. Whenever the team needed him, he was there. He stood like a wall guarding one end giving batsman at the other end freedom and confidence to play their shots. By his sheer persistence and commitment towards the game, he went on to play numerous match winning innings for India in both forms of the game. Unlike Dravid, Virender Sehwag is a cricketer with an unorthodox technique which cricketing gurus wont necessarily advocate to youngsters. Cricket of the earlier times had seen many such players such as Sir Vivian Richards, who played with an unorthodox style characterized by spontaneity and flamboyance that emerged and declined in a hurry. Virtue of these players with such a natural talent has been their inconsistency. Be it Shahid Afridi, Yousuf Pathan etc... such players fight to prove their talent to themselves as well as the world. Virender Sehwag has managed to kill the devils that clutter his mind. He has been able to understand his strengths and play to them. He keeps things simple when he says, See the ball, and hit the ball. This shows an uncluttered mind which gives him an ability to perform against all odds. Although lacking in consistency of a Dravid, he has the sheer flamboyance and aggression that makes many competent bowlers weak in the knees. Sachin Tendulkar entered international cricket in an era when cricket was seeing tremendous, fast paced changes. After 1991 privatisation, cable TV started increasingly penetrating Indian 23 Department of Management Sciences, University of Pune (PUMBA)

households. With this new found audience came increased fame and newer opportunities for cricketers. The torch bearer of this growth of Indian cricket was Sachin Tendulkar. Here was an immense talent, blessed in all departments of the game be it batting, bowling or fielding. And he displayed his talents with critical performances against a variety of oppositions, which now are a part of crickets legacy. Today he continues to go from strength to strength, still serving as a pillar of the Indian team in both forms of the game. Leadership lessons can best be learnt from Mahendra Singh Dhoni, Captain of the Indian team. Coming from a small town with a humble background to reaching the topmost position in Indian cricket, Dhoni has caught the imagination of the whole world. He has given hope to many youngsters that, THEY TOO CAN DO IT. He may not have been the best of batsmen or wicketkeepers that have made the team but, by believing in himself and adjusting according to the demands of the situation, he has achieved phenomenal success. Always leading by example, his main ability has been guiding team members to achieve their true potential. He is known best for keeping things simple and maintaining his composure in the most nerve wrecking situations. Dhoni has brought a new attitude in the team. Due to him the team is now more assertive rather than attacking. Companies operating in a growth economy wherein they have a variety of opportunities face the dilemma: What to do? How to grow? Sportspersons like Sachin or Dhoni give the answer by way of their performance, reminding such companies about the need to concentrate on doing what they do best and then slowly developing expertise in diverse fields. By doing so, companies not only become leaders in their core field, but also harness the core competence developed in core field to reap opportunities offered in diverse fields. Following such a strategy smoothens the organizations learning curve, allowing it to easily transit into diverse fields. As a management student set to enter the battlegrounds of business, I see many parallels here. Ultimately, for any player/individual, the biggest task he/she faces is managing himself/herself. How he/she deals with failure [& more importantly success] determines how far he/she goes. We have witnessed many examples of what easily acquired fame/glamour and money does to people. The player needs to choose between what he wants to do and what he is expected to do. He needs to recognize and implement the fact that his responsibilities towards the team come before everything else. He has to choose between his needs for enjoyment, be it in the glamour of parties, events and advertisement, his own need for records, expectations of fans - to entertain by hitting big shots on each occasion, and expectation of his own team to deliver winning performances. So there are number of choices available, 24 Department of Management Sciences, University of Pune (PUMBA)

but players like Dravid or Sachin choose to do what has to be done in the best interests of the team. If the team wins, everything else falls in place. This however is not as easy to practise as it seems. In the end, the players personal strengths and his character define him.

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Department of Management Sciences, University of Pune (PUMBA)

NEXUS Suggests: REVOLUTION 2020 --SUYASH S. JAIN I YEAR, MBA++

Revolution 2020 is a work of fiction by noted author Chetan Bhagat. It is his fifth book, with over 6 lakh pre orders. Although the books name somewhat relates with a certain patriotic theme or mission 2020 to make India a Super Power, it is quite clear from the poster itself that this is a story about a love triangle. This novel is set in Varanasi a small town in India with a backdrop of current Education system of our country. Except 3 Mistakes of My Life, all other books of Chetan Bhagat till date have primarily consisted of stories which can be related by youngsters living in Metro Cities. But in this novel Mr. Bhagat has genuinely attempted to touch an issue which crosses the horizon of Metro Cities and is closer to the heart of Urban as well as Rural India. The book has a strong moral message, which makes Revolution 2020 a different love story. The book consists of a story about childhood friends Gopal, Aarti and Raghav who struggle to find success, love and happiness in Varanasi. The story is quite predictable and clichd while the narration is simple and well paced. The characters in the book are well etched out and the sequence of the narration is like any movie. The Social part involved in the book helps us to connect with it. In the end this book will definitely make you feel sad and will haunt you with one Question... Why Gopal Why? The climax of the book reminds me of the Kal Ho Na Ho Sequence where Shahrukh Khan fakes

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about being married, to make Preity Zinta choose Saif Ali Khan over him. Also, after reading the book I was a bit apprehensive about Aartis character who kept shuffling her love interests. The description of Riverside Ghats of Varanasi, Corruption in Education System and Aartis beauty were the highpoints of Revolution 2020. By commercial angle, the book is already a huge rage and has also been acquired by UTV motion Pictures at a considerably high amount to make a movie. Also, the book has been properly marketed at various Social networking sites and was launched by celebrities like Sonam Kapoor and Suriya in different cities. Chetan Bhagat is one of those few writers in India who might not be right as per various intellectuals but is successful in conveying his emotions to the masses. The book is intriguing and all its 296 pages are meant to be read in one seating which I managed to do. With all the pros and cons, I would recommend you to read it once!!!

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Department of Management Sciences, University of Pune (PUMBA)

..? ..? INQUIZITIVE ..? ..?

Q1. Under what brand has Tanishq launched a range of low-priced jewelry for working women?

Q2. Name this 100 year old car brand named after a Swiss born racing driver and has a bow-tie badge on its bonnet.

Q3. A diamond is forever was created in 1947 and named the greatest ad line of 20th century by Ad age. Name the brand.

Q4. This question earned Sushil Kumar Rs. 5 Cr in KBC. Which colonial power left India from Nicobar Islands in 1868?

Q5. Which model of SUV has been launched in RA.ONE?

Q6. What is HANS in the Formula one context?

Q7. Which Bollywood actress is the new face of Titan?

Q8. Name the creator of C programming language who passed away recently?

Q9. Besides Apple, Jobs was a long standing member of which company board?

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Department of Management Sciences, University of Pune (PUMBA)

Q10. What is the name given to the browser released by Amazon?

Q. 11. Identify this Sport Writer who commited sucide recently?

Q.12. Name the latest bike launched by newly formed Hero Motor Corp. The bike is in the off-road segment.

Q.13. This company was recently acquired by Google. Name it.

Q.14. Which two European countries are jointly hosting the EURO 2012 Football championship next year?

Q. 15. Nokia recently launched a new smart phone series based on the windows phone 7 platform. Name this phone series.

Q.16. Which country is the worlds largest importer of arms and weapons? Clue: Its not Pakistan.

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Department of Management Sciences, University of Pune (PUMBA)

ACKNOWLEDGEMENTS

On behalf of all the members of media cell we would like to thank the Prof. Anil Agashe for contributing towards NEXUS, his opinions and perspective through the form of his article. We sincerely hope to get more such articles from him, as well as other faculties as well. We would also like to thank our fellow students who enthusiastically contribute to the issue with their various articles, support and suggestions. Without them this would indeed be impossible. For the continued success of NEXUS, we hope to keep getting your valuable support, suggestions and feedback. Write to us at: Gaurav.shahane@gmail.com Mandar.ghayal@yahoo.in Aditya.awathare@yahoo.in Thanks & Best Regards, MEDIA CELL

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Department of Management Sciences, University of Pune (PUMBA)