What we are seeing play out with the #Tanishq ad has long been coming. Since the British, many-a-government has tried 'divide and rule' for its votebank, but it is the genius of the current political machinery that creates news cycles to keep us busy hating each other.

2/ The previous governments did elaborate PR to appease minorities (while not actually caring about them), which pushed the majority towards a severe persecution complex. Our present government has seized the opportunity to capitalise on that by feeding into this irrational fear.
3/ It's the genius of our current political apparatus that keeps us outraging over smaller issues, while there is no one to hold the government accountable on ANYTHING.

Wait, did China say that it doesn't recognise the 'illegal Ladakh UT'? Not sure, but I'm livid about Tanishq.
4/ Through masterful narratives and politicised controversies, we've been divided into two halves, BOTH of which completely, absolutely believe that the other side is intolerant and is out to get them, while our side has the real patriots protecting India's culture and soul.
5/ Such patterns are created and fed to an eager-to-opine social Indian, to anger and alienate us.

In a country of a BILLION people, there'd be extremist views held by some people in every community. But we were made to believe this is the norm.. until it's now become the norm.
6/ So now, each outrage is, by its very nature, become 'selective'.

Why would someone fighting for the rights of minorities - in THAT MOMENT - also fight for the rights of majorities?
Why would someone defending the majority - in THAT MOMENT - agree that minority rights matter?
7/ And each discussion has turned into a competition of trauma: Where my trauma, happening to me/my people, today, does not matter, because a previous government - or a government in another state - did not care about yours earlier.
'But what about' is India's new national sport.
8/ The truth is, most governments don't give a shit about India or its people, or we'd have accountability, transparency, progress, unity.

We voted the last government out because we wanted ‘real change' by 2020. Nothing changed, except that we can't ask for 'change' anymore.
9/ I'm going to be trolled for saying all this because politicians, media, and even algorithms have led many to believe that if anyone is critical of the government, it is 'paid agenda'.

Because government is god, and citizens are secondary. And no one can think for themselves.
10/ And to those boycotting #Tanishq:
You hate Muslims based on the 10 one-sided things you've read about them & about 'Pakistan'/'Saudi' that you ask people to go to. That they are intolerant, oppress minorities, suppress expression.

Ever wonder who you're becoming as Hindus?

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More from @tanejamainhoon

27 Sep
Congratulations to Adi sir and @yrf, a place I called home for 4 years, and that gave me the best opportunities, most creative freedom, and kindest working environment in my professional career.

I owe a lot to YRF and I made friends for life there. Hope it continues soaring :)
Congratulations to all the lovely people who make up & have made the many parts of the studio, who are the closest I've come to knowing what a 'work family' can feel like.. when everyone comes together for doing good work, but with utmost respect and love for each other. #YRF50
Don't know if there's any legacy studio in the world who had the kind of image that YRF has had, and that would have still allowed us to do what we did with Y-Films online. I am so very proud of Bang Baaja Baaraat, Ladies Room, Man's World, Pappu and Papa, and 6 Pack Band #YRF50.
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21 Sep
My list from July.. let's see how many turn out to be true. #emmys
Happy for Mark Ruffalo who is absolutely incredible, but wouldn't it have been something if Paul Mescal had won. I mean, what a debut. #NormalPeople #Emmys

Also I love John Oliver (he is literally my favourite talk show host of all times) but this year Trevor Noah really should have been, particularly for his video on George Floyd's murder.

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20 Sep
#Thread on the Vilification of Bollywood:

Of late, a pattern has emerged, where the Hindi film industry has relentlessly been under attack, accused of everything from 'nepotism' to being a 'drug mafia', with people holding Bollywood celebs more accountable than our politicians.
2/ Yes, the industry isn't perfect by any standards. It has a long way to go before it addresses the skeletons in its cupboards (and there are many). As does ANY other industry in India.

The difference is that Bollywood's many issues are a source of gossip for the larger public.
3/ And this gossip is the intoxicant that politicians and pliable news media have now recognised as most potent in keeping the public from questioning those in power.

We don't have data on migrant deaths, MSME closures, doctor deaths, but we know Rhea's entire Whatsapp history!
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14 Sep
Job opening at @weareyuvaa:
Research Associate with 2-4 years work ex, ideally at a reputed research firm.
Should've knowledge of qual/quant + analysis + creating research methodologies + conducting research.
Should've worked with youth.
Mail CVs to yash@yuvaa.co.in.
Please RT :)
Job opening #2 at @weareyuvaa:
Editor with 3-5 years work ex, ideally at reputed digital firms.
Should have end-to-end knowledge of post production.
Should have worked across genres, on youth-led/focused YouTube + Instagram videos.
Mail CVs to kevin@yuvaa.co.in.
Please RT :)
We're expanding, and have more job opportunities across creative/sales/community/research coming up. Please keep following the thread, in case you're interested :)

Find our work on youtube.com/weareyuvaa, instagram.com/weareyuvaa.

Pay in accordance with industry standards.
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13 Sep
#Thread on #TheOutrageTrap:

As the weekend has brought with it some calm, it may be the right time to talk about the relentless outrage that preceded it, this time led by, upon & because of Kangana Ranaut, that spilled from online to offline and captured much of the news cycle..
2/ It matters little what happened and why; what matters instead is the trap I see most of us, particularly people who identify as liberals and left-leaning, repeatedly fall into: the outrage trap.

We are both bait and prey for this trap, and both consumers and products of it.
3/ Typically set in place by media, politicians and provocateurs, it uses social media algorithms, echo chambers, our dire need for social validation plus FOMO and peer-pressure to its advantage, to get us to be angry about things that were designed for exactly that reaction.
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5 Sep
#Thread for Young Journalists:

Until 2018, for 7 years, I was visiting faculty at Jai Hind College, Mumbai, where I taught News Reporting to Third Year BMM students of Journalism (I'd started my career as a reporter for HT). As a teacher, here's what I'd tell my students today:
2/ Dear students, for the last few years, we've witnessed the steady, tragic decline of journalism in our country, to a level where news broadcasters today are brazenly peddling fake news and unabashedly selling manufactured opinion as 'BREAKING NEWS'.

What a shame this is.
3/ I remember how the first thing I'd tell you to write in BOLD on the first page of your notebooks was the sentence, 'No one gives a shit about your opinion.' Because as journalists, your only job is to report facts.

Funny how news today has devolved only into (shit) opinions.
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