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Wednesday, October 5, 2011

Sonal Kalra dissected at Brand Lab

Who’s Sonal Kalra? Editor – HT City, Delhi. Okay. Is she a celebrity? No. Has Paris Hilton gifted her a bag? Aare nahi re! Then why so much craze about her? Sorry, there’s no craze actually. Then? Only calmness. For? To make you ‘A Calmer You’. Kaise? Aise…

A brand and a human are quite similar in nature. Apparently we might feel that it’s humans who consume, compliment and complement a brand, but it’s just the other way round. A brand consumes, compliments and complements humans i.e. consumers in order to survive, live and excel… or extinct.

For example: If worldwide, on a given day, nobody buys and drinks Pepsi, nothing will happen to anyone. But, Pepsi will realize what has happened to the Brand’s bottom-line (i.e. Sales figure) thanks to that one single NO-Pepsi day!

The same applies for HT City as well. When readers read this supplement of Hindustan Times, it actually consumes, compliments and complements its readers.

Precisely, HT City does it mostly by riding on Sonal and her famous Sunday Column ‘A Calmer You’.

That means here the actual Brand is Sonal Kalra who is consumed, complimented and complemented by all of us and vice versa.

Given this, I’m trying to decode rather dissect Sonal, so as to present the real Brand value of hers, as well as to suggest how this value can be redefined.

I shall be doing this on 5W scale by: WHO, WHAT, (for) WHOM, WHY, and HOW.

Who Sonal is

A daughter. A lady. A wife. A mother. An editor. A columnist. A writer. An author. An achiever. A motivator. And a friend.

Here, the redefinition possibilities for her are present in the area of leadership, EQ and SQ based knowledge sharing and social change where she might take part more actively.

What Sonal offers

Out-of-the-box calmness tips to bust stress and strain occurred to us on a daily basis or occasionally in personal life, as well as professional. Plus, the Bollywood dose and dopes, involving high-voltage celebrities, in a refreshing way.

As an extension or redefinition, she might start to offer more on career-guidelines and guidance to students who are interested in media or media related profession. Running a different cell under HT City for celebrity communications, especially for their media relations and PR could also be a good option.

Sonal is for whom

For everyone, who reads HT City or is on the page of Fans of Sonal Kalra (FOSK) on facebook or does follow her on twitter. Plus, for a number of celebrities from Bollywood. Also, for the buyers who have already bought her book and recommended it to others.

But, she can actually extend her readers and followers’ base worldwide. Corporate people can also be benefited by her and her calmness tips more and more as aam janta (common people). Plus, the who’s who from other walks but Bollywood i.e. people who remain under more stress than an average person can also find succor from Sonal in her redefined role.

Why Sonal

That’s the most crucial value proposition. In fact this proposition defines what is Sonal’s uniqueness or edge over her peers and contemporaries or seniors.

Sonal has that pristine elegance, which immediately gives an impression that she’s not a showpiece beauty. Her sharp features provide a clear indication that this lady has a thinking head on her shoulders. If you look at her eyes closely and mark her words and reactions a little attentively, you will get that feeling promptly she’s quite naughty, mischievous to the core, enjoys good fun, very liberal, freedom lover, a very difficult person to those who are difficult to her, not overtly emotional i.e. balanced, loves her work, and easy-to-approach, amicable and, last but not least, will give you that comfort for sure, as if she knows you for years, so do you.

In addition, her timing of humour is very good, that’s a rare quality in today’s time among the zombies around in the media industry. Her repartee is outstanding. And her selection of words while she writes and talks is so comprehensible that you need not to be a dictionary or thesaurus lover, to fall in love with Sonal’s writing.

However, in this space she certainly needs to redefine herself by believing more in the fact that SHE HAS ALWAYS BEEN A WELL DESERVING CANDIDATE TO RECEIVE the love, respect, admiration, awards and accolades that she’s already achieved, still achieves and will achieve in the future.

How Sonal reaches

Through her column, book, tweets, facebook posts and emails, Sonal reaches her audience. And the process is so far so good.

Nevertheless, Sonal can still redefine her reach on twitter, and facebook – to be precise. Especially, in keeping with the new APIs available on FB. Also, a personal interactive website is a must thing for her. Besides, she should increase her public appearance a bit more, especially on channels and at relevant events.

Finally, Sonal Kalra sincerely and seriously needs to believe that she’s THE BRAND to change, lead and redefine India and the world of Indians, if not the world, with the YOUTH of Hindustan, successfully, in time!


Sonal kalra said...


mesushovan said...

Thanks a lot, Sonal!

ritu babbar said...

for your praise...for being so creative and writing so well about sonal ...I m nishabd...

mesushovan said...

shashabd dhanyavaad!