Spreading the message of sustainability has always been a challenging task. It is important that we all understand the importance of sustainable lifestyles and “walk the talk” by transforming our way of living. But is that so easy? Its easier said than done.
While the businesses have started to understand the advantage of sustainability; the situation is quite different when it comes to other key stakeholders such as Government, Investors and the Communities. In most cases, there is a lack of understanding and sometimes just apathy.
Government employees say that Sustainability is not in their Job Description or they are not paid for. Investors keep asking for evidence that shows Sustainability is Material and the people, especially in Mumbai, feel that they don’t have enough time to even think about Sustainability. Most of the time people spend in Mumbai is in the traffic jams or on the mobile phones.
How can we make people understand Sustainability and make them Sustainability Literate?
The Chief Minister (CM) of the Government of Maharashtra decided to call for a meeting of key political leaders, top media persons, business tycoons, academia and the environmental NGOs at his residence on a Friday evening.
Prime Minister (PM) dispatched Mr. Amit Shah, BJP Party President, to be present as he thought that raising Sustainability Literacy could be a new election strategy. He was wrongly briefed by his office that the meeting focused on political sustainability as the concept of environmental sustainability was not known to the PMO. Knowing that Mr. Amit Shah is attending this meeting, Mr. Nitish Kumar, CM of Bihar and Mr. Suresh Prabhu, the Union Railway Minister also decided to attend.
The CM gave opening remarks. He was to the point and crisp as usual. He summed up saying that the State Government is in debt and there are no financial resources available. But, this was known to everybody. Sustainability was however important for his Party. He asked Piyush Pande of Ogilvy and Mather (O&M) to present the approach and a budget.
Piyush Pande circulated a 2-page note that showed an indicative budget of 1000 million Rs over the next 6 months. Items included inserts and debates on main TV channels that have high TRF rating, Hoardings/Neon signs at locations where we see major traffic jams, Videos that may be shown after the National Anthem in the movie theaters etc. There was also a budget provided for use of modern platforms such as Facebook. A sizable budget was provided for Mobile Apps that would track sustainable lifestyle etc. Based on the performance of the sustainable lifestyle, discounts were to be provided on shopping on amazon!
Marathi, Hindi and English were considered as the principal languages for communication (One of the attendees however suggested that the languages should be Gujarati, Sindhi and Punjabi as those who speak these languages are perhaps the most consumptive and wasteful – badly requiring Sustainability Literacy).
Piyush showed some rough artworks, visuals, mocks etc. that entertained the audience. O&M was to take the lead for the entire campaign for a modest fee of 200 million Rs.
After Piyush Pande’s presentation, there was silence as the challenge was how to raise the sum of 1000 million Rs. in a short time. The CM took the lead. He appealed to all the Corporate Honchos that they should contribute 5% of their CSR budgets for communicating sustainability. Mr. Ratan Tata, Kumarmangalam Birla and Anand Mahindra readily agreed to this proposition as they were expecting that 5% may be levied on the turnovers as is generally done while mopping the election funds. They felt a bit relieved. But given the herculean task of reaching 120+ million stubborn population of the State of Maharashtra, the CSR budgets alone were not going to be sufficient.
Mr. Deepak Parikh (often misunderstood for his wise suggestions) proposed that additional funds could be raised by adding 1% to the recently introduced GST. The items to target could include luxury cars (SUVs), food in four stars and “plus” restaurants, air conditioners, cosmetics, cigarettes and liquor. “This will not only lead to generation of funds but influence frugal living” He said. Prominent environmentalists like Bittu Sahgal, Debi Goenka and Kunti Oza supported this suggestion. (“I already have ACs fitted in all my rooms” Kunti whispered)
“We should cut down the costs somehow” said Dr. Ajit Ranade, Chief Economist of the Aditya Birla Group. “Let us start with a pilot in Mumbai first before attempting the entire State of Maharashtra“ He opined. (Piloting is a “strategic approach” to cut down the costs. It also helps to kill the project later as per most eminent economists).
“But then the pilot will have to be in Nagpur and not Mumbai” said the CM. “I am only interested in Vidarbha”. He looked very firm.
“Why don’t you do both Mumbai and Nagpur as pilots. Keep both the options” said Mr. Nitish Kumar, CM of Bihar. “Typical of Nitish” thought the CM “He always wants to keep 2 options”
Piyush Pande suggested that the costs could be further reduced by using channel like Republic instead of Times Now. He clarified that no offences were made to Arnab Goswami in making such a suggestion. Fortunately, Arnab was not present in the meeting. Else he would surely asked the question “Nation wants to know – why?”
“Why don’t you print messages on Sustainability on the reverse side of the Railway tickets. This will hit millions of people commuting in Mumbai”. Said Mr. Suresh Prabhu, originally a Mumbaikar and now the Union Railway Minister. He misses Mumbai.
“Great – this will also help educate the Railway ticket checkers on Sustainability. They are behind the scene but are equally important” added Actor Alia Bhatt. All present realized that Alia could certainly see “beyond”.
Piyush Pande then presented some sample designs of the hoardings. CM did not approve any of them as the hoardings did not carry PM’s picture. The CM was absolutely right – how can you communicate Sustainability without portraying leadership of the PM. Mr. Pande accepted his mistake.
There were numerous other suggestions like mandating Sustainability in all religious festivals and in the conduct of public meetings. Suggestions were also made to provide catchy slogans to the Truck drivers. They could be asked to replace the irrelevant and popular slogans like “Horn OK Please” or “Buri Nazarwale Tera Muh Kala” that you often see them on the rear. Dr. Sanjay Deshmukh, VC of Mumbai University suggested a compulsory on-line Sustainability Literacy test. His suggestion was summarily rejected. “I don’t want any delays and further mess up” said the CM
Mr. Amit Shah was keeping quiet all this time. “Any suggestions Sir?” The CM asked as he was getting ready to sum up the meeting
“Well, I have only one suggestion for Mr. Pande. Use saffron color to the maximum extent possible in communicating sustainability” He said this while switching off his secret miniature camcorder that was gifted to him by none other than Mr. Vladimir Putin.
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