WHEN THERE IS GLOOM, CAN A STORY SPARK HOPE

It was this very question that got me to start Heroes of India YouTube channel.

Global pandemic had been announced.

The world was locked down.

There was uncertainty, gloom.

The storyteller in me wanted to change the narrative.

With stories of hope , of real heroes.

Those who did not walk away.

Those who chose to make a real difference in our world.

I wanted to tell these stories through short films.

Even if I could inspire a few or get a few to support their work.

I would be happy.

But I had no budgets , no experience, no team and it was lockdown.

Excuses.

I used the Nike slogan ‘Just do it’.

I wrote a few mails , support poured in.

The team happened.

The team took on the challenge.

Today we have made 12 short films on YouTube.

Do you believe that the narratives we tell define our life ?

Do you believe the world needs stories of hope?

Do you want to be part of this movement?

If yes, Join me in spreading the stories of good.

Can you help us cross the one thousand subscribers milestone?

Subscribe to https://lnkd.in/dhvZuxP

Are you a content writer, video editor, digital marketeer ?

You can join as volunteer.

Drop me a mail at sanjay@crowtales.in

WHEN EVERYONE IS SELLING , TELL A STORY

We get on any social media platform and we find it filled with Advertising.

Everyone seems to be selling something.

We are identified by various data points stored on us by the platform, maybe thousands , some even we may not be aware of.

The trail we leave behind on the digital world is monitored.

Algorithms try figure out what we are most likely to buy.

And the advertisements show up on our feeds.

This is interruption . We switch off.

We don’t come to social media to buy. We come because of our reasons.

It gets irritating, annoying at times .

Like a street Bazar with many stalls each of them tries to grab our attention.

Except we did not plan to come to a Bazar.

Grabbing Attention is critical , there are so many advertisements that throw up .

The algorithms and machine learning are always learning to read our minds.

“What are we most likely to buy” is the key question being asked by the platform.

This is their monetisation model . Nothing comes for free .

The term digital marketeers use is performance marketing. Digital Marketing that drives business and can be measured.

Interruption marketing has now moved from physical to digital world.

The conflict is consumers have a different reason to visit social media platforms .

They visit social media platforms to learn , to get entertained , to get information , to participate in connected communities , to build and be part of tribes.

With the smartphone in hand consumers set the agenda .

The control has moved from the advertisers and sellers to consumers.

Stories are consumed because they are entertaining, they inspire .

Humans are naturally wired to listen to stories, share stories.

Good stories are shared.

Video content is 80% of the traffic on digital.

Visual stories stand out .

Brands need to learn , stop selling and tell stories. Stop interrupting and focus on entertaining .

Because the control has shifted and consumers switch off from interruption.

Real stories well told , inspire, build trust, touch the heart.

Most important, when data is forgotten in minutes, stories are remembered over the years.

Future of marketing is Storytelling in the Digital world.

Every Brand has a story,

Every Organisation has a story ,

Every Cause has a story,

Every Startup has a story,

Every Leader has a story,

Every Employee has a story ,

Every Client has a story ,

Every Beneficiary has a story,

Every Tribe has a story,

Every culture has a story.

Dig deep an you will find each one of us has a story and our stories are common.

As humans our desires and fears are similar.

From ‘Here’ to ‘There’ is the most powerful story ever told.

Stories well told can inspire action , build tribes.

Stop selling, start storytelling.

In the Digital world we are the stories we tell.

Sanjay Mudnaney

Founder at http://www.CrowTales.in

Brand Storytellers

STORIES MEAN BUSINESS

Our story begins at Starbucks where two storytellers met over a cup of coffee.

and the journey of storytelling began .

We saw gloom in our world, and we started telling stories of good , of real Heroes, their life , their struggle, their impact , their message, because we believe stories of good need to be told . http://www.YouTube.Com/heroesofindia

As storytellers, we tell stories because every story inspires us .

We see stories in organisations, brands , causes , people.

Organisations need to tell their stories,
because stories are remembered,
stories are shared ,
stories are passed on ,
stories touch the heart,
and inspire people to take action .

Tell your stories because,
organisation cultures are built around stories ,
your employees have stories of you ,
your customers have stories of you,
your partners have stories of you,
your community has stories of you.

A brand is built with stories.

Stories mean business.

In the digital world we are the stories we tell.

Are you telling your brand story ?

Sanjay Mudnaney

#passionproject

http://www.YouTube.Com/CrowTales

STORYTELLING AT STARBUCKS

I have been a Starbucks fan , hardly does a day go by that I have not visited a Starbucks caffe to have my favourite cup of coffee.

I do not visit Starbucks to just for the coffee but I go there because there is something special about the space. I love the vibrant energy of Starbucks and my ‘me time’.

Starbucks is my space between home and office . I go there to read , work , learn , meet friends and reflect . The baristas know me , they know the drink I like to have , feels like I belong.

Starbucks Hiranandani, Powai

When I travel I search for a Starbucks near me because in an unknown place it gives me the feeling of being home , in the familiar surroundings, the same energy, the same experience of ‘me time’.

Last week my favourite barista asked me to do a coffee tasting session and then she shared with me the story of coffee. After years of being a coffee and Starbucks addict I did not know the history of coffee.

It seems the story dates back to a village in Ethiopia where a shepherd one day saw his goats happy and dancing with joy , he was curious, they were eating leaves from a tree . He took some of the leaves back home boiled it in water and had the drink, he felt energetic. And that is how the story of coffee began .

Later the story goes Sufi monks would use it to stay alert while meditating so they did not fall asleep. And the coffee culture spread across the world.

That day my connection to coffee and Starbucks deepened , there are many personal stories I have around Starbucks , now I had a story around coffee!

Stories can get you hooked , now when I drink coffee at Starbucks there is another dimension the story of happy goats . It does bring cheer.

Brands can use storytelling to build strong bonds with their customers and I had witnessed just that with this story of coffee that was told by a Starbucks barista .

Are you telling stories around your brand?

Sanjay Mudnaney

#storytelker #passionproject

WHY NONPROFITS NEED TO BECOME STORYTELLERS

A few years back while taking a morning walk in Pune city I saw a stray dog that had been hit by a car , he was in bad shape .

I could not walk away . I believe that within every human being there is good and there is a deep natural instinct to care and help those that are weaker than us or in pain.

This instinct is buried under our experiences of the material world and going beyond self does not look like a natural behaviour , it is not like the world of transactions we are used to , there is nothing to get in return.

I got my car , picked up that street dog and I drove around a few hours on a Sunday morning to find a animal shelter that would treat injured animals . I did not have to do that , I could have walked away, but I could not.

What I saw moved me to act , I saw pain , I saw innocence of life and I saw the helplessness. I was pulled in and now emotionally invested . I could not walk away.

And this is what every good story does , it pulls you in and gets you emotionally invested.

This is what movies do they take you into the fictional world of the characters , you laugh with them , you cry with them , you feel the struggle of the hero you are with him in the fight with the evil and you are emotionally invested in his victory over evil.

For nonprofits the way to the purse is through the heart and the way to the heart is through a well told story.

The digital world adds a dimension of reach and helps nonprofits spread the stories of good far and wide , stories get your volunteers and donors to get emotionally invested , feel the pain of the beneficiaries , join their struggles and rejoice in their success .

It is this very reason I started Heroes of India project , as a storyteller I wanted to tell stories of good because I know the power of a story to touch a lives , create change in our world and build movements. ( http://www.YouTube.Com/heroesofindia)

Every movement in human history started with a story and every change had a story to begin with . While we all are seeing the negative side of social media to cause distrust and spread fake news this very platform can be used to spread hope and good in our world.

The world needs stories of good and nonprofits need to become storytellers .

Sanjay Mudnaney

#passionproject

HE TRAVELLED 80 CITIES IN INDIA WITH JUST 220 $

He slept in buses and trains and on platforms on his journey.

One day he slept in the slum and the next day he was in a palatial house on 35th floor in Mumbai !

He says he drank water from the taps of 80 cities of India , lived on had street food and if he found the food was expensive he would just have bananas and drink water.

He has a network of friends he has built on social media who he called on during his bag packing journey.

Amit Jain lost his father at the age of 3 , he was moved by the plight of his mother.

From a small village Bhusaval In Maharashtra, India he travelled to the city to for education.

He joined Bank of New York and started volunteering collecting old clothes for the needy .

He gave up his job to start a social venture Mitti ke Rang that provides employment opportunities to widows and poor women .

He has done it all , from travelling from a village to living in a city for education to getting a dream job to starting a social venture to bag packing across cities.

Amit says what he has learnt is that the greatest truth in the world is a lie .

What everyone tells you you can do and not do is a lie , his life is an example he says , he has challenged every norm .

Amit is fearless and believes he can do anything if he sets his mind to it . He lives comfortably with just 32 $ a month !

His advice to youth is work hard , save enough , start a side hustle and when you are confident get out of your job to live your dream .

He advices against loans and does not believe in owning things . He says “if I am going to leave everything behind when I die no point in owning things .” Rather he believes in accumulating experiences.

At the age of 30 Amit Jain had wisdom beyond his years and I am blessed as a storyteller to interact with such amazing individuals as part of my journey of Heroes of India project .

Wish I had heard his story when I was in college.

Sanjay Mudnaney

Founder , Heroes of India

BRAND + GOOD = CHANGE

The future of Brand communication is Storytelling for good in the digital world , stories that inspire change , stories that connect with the heart , stories that are passed on .

The world had changed long before the pandemic , it started with internet , networks could connect across the world , I found one school batch mate and then a few more and then most of them . We met again after 35 years ! This was magic , I could find my school St Xaviers batch of 81 Tribe thanks to the internet . We once again bonded and stories came alive , thanks to the internet.

But then one one more change had already happened and that was the launch of apple smart phone , it was a phone , it was a music pod , it was internet all rolled into one . Over time apps were built that allowed for social connections , that allowed tribes of a few to connect . The smart phone was the world literally in our hands.

When people connected , they shared stories , stories of their lives , they listened to stories , stories that made them laugh , stories that inspired them , people shared stories with their friends and their family members . Like a virus pandemic that we see now spreading across the world , stories spread , the word ‘Gone Viral’ was born.

Control Shift

A bigger shift was occurring in the marketing world . Interruption marketing as we knew it was losing it’s grip , mass media , mass media advertising was losing meaning as consumers could no longer be interrupted . They did not want to be interrupted and they had also lost trust in Brands. They had logged off mass media and switched to consuming content on the smart mobile device .

A bigger shift occurred when price of data fell , now there was no restriction on the quantum of content being consumed , more mobile phones , more data being consumed , this was gradually killing interruption marketing .

Shift to Video

No one would have imagined that anyone could own a personal broadcast network and that could be beamed across the world . So long as you had a single viewer that was sufficient. Long tail had arrived. Influencers arrived , they were the new media , they could influence decisions.

As networks improved along with fall in data prices video became the primary data consumption capturing 80% of the data traffic.

Now stories were being told on video and stories were being shared across platforms like YouTube, facebook , Instagram , Linkedin.

Brand Story

Brands saw the shift from mass media to digital , from advertising to entertainment and they started to shift . Brands were now telling stories to capture audience attention , they are entertaining , educating , informing , there is a shift .

Brand for Good

There was another challenge that was faced by Brands , Brand Trust was at an all time low and in the post COVID world this is even more true , consumers expect Brands to be compassionate , they need to move from selling to connecting . These are troubled times where consumers feel the need to be cared and supported . Brands that care are top of the mind of consumers.

Amongst the gloom and doom consumers are looking for stories of good , stories of hope . Brands need to connect with stories of good .

Time for Good Stories

As head of social responsibility and Co-Founder of Mastek Foundation, I could see that there was a gap between doing good , philanthropy and business purpose . Now they all come together . They are not different divisions . Thankfully I wore both the the hats , head of marketing communications and head of Corporate Social Responsibility. I saw this change early.

When I combined the idea of students working on projects to build IT solutions for social sector with mentoring from Mastek employees I found I was building a strong employer Brand Story.

The Future

The future of Brand communication is Storytelling for good in the digital world , stories that inspire change , stories that connect with the heart , stories that are passed on . These would be stories told through visual mediums. There are so many good stories to be told.

Brands exist for a purpose and it is time to tell those stories . Every Brand has its own broadcast channel , its time to put the switch the channel on.

I am now on a mission to connect Brands with Good through Storytelling on good in the digital world.

Sanjay Mudnaney

Founder http://www.crowtails.in

Founder http://www.brandforgood.in