19 September,2021 04:50 AM IST | Mumbai | Aastha Atray Banan
Photo for representational purpose
In 2020, when author Preeti Shenoy kick-started her blog post series titled, 21 Days of Positivity, she didn't know that the three-week project would take a life of its own. Or, that it would become a book. "My aim was never to say, âdon't feel sad'. You can feel sad, and let that sadness out, but even that should be viewed through the lens of optimism," says the Bengaluru-based bestselling author. Shenoy's posts were about what she did in everyday life, and the books to read or podcasts to listen to - all with a common theme - to make life better. There were also posts that spoke about "honesty, lockdowns, and how to mind one's words". These conversations soon moved to her Instagram account. That's when the idea for her book, The Magic Mindset: How to Find Your Happy Place, came into being. "I do believe that what everyone out there is seeking for, is some hope. I just want them to feel good."
What happened with Shenoy is probably a testament of the times to come, when consumer behaviour - be it buying a product or consuming content - is going to depend on how optimistic the creator is or how the product makes them feel. According to a white paper released by WGSN, a New York-based trend forecasting company, radical optimism will be one of the main emotions shaping the consumer's daily life in 2022 - others being fear of an uncertain future, a desynchronised society that works at different times now, and resilience and openness to learn new coping mechanisms. The paper described "radical optimism" as "rebellious, and in times of uncertainty, a brave choice," stating that new optimists are the ones who "are weighed down by rising levels of fear and anxiety, and have a vivacious appetite to embrace joy".
Even with the new year just four months away, we discovered that many people we spoke to are slowly imbibing this positive spirit, and with renewed determination.
The podcasters seem to be leading the way. The last year has seen an exponential rise in audio shows of all kinds - and it's the podcaster community that's rising up to the challenge of making their listeners feel and react better.
Brigadier Sushil Bhasin hosts a Hindi motivation podcast called Zindagi Unplugged. He feels that in the post-COVID world, people will have to find newer ways of communicating. 'For that, we need to start thinking right. We have to reduce the noise inside us, and know how to react to the noise outside.' Pic/Satej Shinde
Retired Brigadier Sushil Bhasin runs one of Spotify's most popular Hindi motivation podcasts, Zindagi Unplugged. It deals with everyday issues like facing death, uncertainty, and dealing with low self-confidence. "I think in the post-COVID world, we will have to find new ways of communicating. For that, we need to start thinking right. We have to reduce the noise inside us, and know how to react to the noise outside. I want to tell everyone that they can do whatever they want. It's all about focusing on what you have," says Bhasin, who has previously authored the self-help book, Design Your Life.
Like Bhasin, Tamil podcaster Poonguzhali Sundaram's podcast Yours Positively, is all about improving one's mental health. "I even signed up for a certificate course to better understand issues related to mental health. Reading self-help books has helped with research too. My podcast is only five minutes long and speaks of jealousy, self-doubt, and how to be okay being imperfect. I think people realise that we are all facing the same problems, but they want someone to say that it's okay. I want them to not feel alone."
Podcast platform HubHopper's head of marketing, Avirup Kanjilal believes that the radical optimist is here to stay. "It [the trend] is perfectly aligned with our vision. Podcasts provide motivation in a simple way, and through an immersive experience. In the last year, many podcasts have touched million streams and most of them were connected to the theme of optimism."
Most of India's consumers, take their cue from the movies they watch - in this writer's case, a heart dose of drama in the form of Bollywood movies. That the biggest hit this year was Shershaah, which is about an Indian Army hero who was martyred in the Kargil war, and was known for his positivity and never-say-die attitude, is an indication that people want to watch movies that inspire them.
ikram Malhotra, founder and CEO, Abundantia Entertainment, which is behind the pandemic's critically acclaimed films like Shakuntala Devi and Sherni, says that he is already seeing a change in the way movies are being made. "Even the Left of Centre Sherni was about a woman who doesn't let the world change her. People are tired of being bogged down by the vicious cycle of the rat race. The youth today lives in the now, and wants to be happy. They are seeking positivity. We have consciously started weaving that into our stories," says Malhotra, adding, "We are also backing films about hope and positivity. For example, right now, we are working on a young adult story that involves characters who want a better world than their parents lived in."
Veteran adman Ambi Parameswaran, who is founder of Brand-Building.com, a brand advisory, says that most brands that sold their stuff in the pandemic using "safety", are slowly shifting to "positivity". "Advertising has always been about a positive view of life - even an exaggerated one. But now, people will have to rethink their strategies. A lot of consumers are going to indulge in revenge shopping - seeking justice for the year we lost and buying all that we desire - and almost 10 million that can afford to do it in India."
And if brands have smelt an opportunity, can social media influencers be far behind? Some of them have ended up gaining a new audience by turning focus to discussing hope.
Mumbai-based singer-songwriter Hanita Bhambari wrote 21 songs in 21 days, all based on feelings of people, who wrote in to her. Her streams rose almost 239 per cent and listeners by almost 294 per cent in just one year. "I used to ask people to tell me what song would make them feel better, and then sing it in my stories for 15 seconds. People were ecstatic," says the 27-year-old.
Being witty and happy has won Delhi-based entrepreneur and now mentor and public speaker Ankur Warikoo a large following, especially among middle-aged men. His YouTube videos range from "chasing the right things in life" to "how do you react when you lose", "no work is poor", and "who defines success and failure". Warikoo believes that radical optimism is the future. "It always has been," he thinks. "Fundamentally, humans always seek out optimism. But in the world we live in, where there has been an amplification of comparison, there is a greater need for a daily shot of positivity. It's a rubber band effect." The only time Warikoo feels that radical optimism can fail is if it turns into irrational optimism. "That would be in the case of entrepreneurs, where they stop being pragmatic. They don't realise what is within reach and not." But otherwise, there is no such thing as being too optimistic, he says. "I have always looked at the world as an opportunity, not a hindrance. Even if things go wrong, it's momentary."
