<ul><li><keyword id="6357157" type="UNKNOWN" weightage="20" keywordseo="cipla">Cipla</keyword> recently released the second phase of its ongoing campaign, #BerokZindagi that was all about dispelling myths around asthma.</li><li>Going ahead, Cipla's focus will entirely be on driving awareness and empowering patients, not only by educating them but also by equipping them with the required wherewithal for taking care of themselves better.</li><li><keyword id="1217" type="PERSON" weightage="20" keywordseo="Nikhil-Chopra">Nikhil Chopra</keyword>, Executive Vice-President &amp; Head India Business, Cipla Ltd spoke about the brand's marketing strategy and their continuous effort to keep customers at the core of everything it does.</li></ul>India’s home grown drug manufacturer Cipla is on a mission – to open communication about certain conditions, and bust myths around them. Their aim is to help patients understand that despite suffering from a condition like asthma or Benign Prostatic hyperplasia (BPH), it is possible to lead a normal life. As a pharmaceutical company, Indian norms restrict an organization like Cipla to advertise its products. Therefore, the company has been taking an interesting route, of not talking about its offerings directly, but rather about some of the conditions that its products treats, in order to raise awareness and educate consumers. Cipla’s ongoing campaign, #BerokZindagi was all about dispelling myths around asthma. In its second phase, the campaign was well-timed, right after smog engulfed the national capital after Diwali. The latest digital campaign #InhalersHainSahi that featured actor <keyword id="133292" type="PERSON" weightage="20" keywordseo="Radhika-Apte">Radhika Apte</keyword> and other celebrities like chef <keyword id="706947" type="PERSON" weightage="20" keywordseo="Vikas-Khanna">Vikas Khanna</keyword>, Badminton player <keyword id="305301" type="PERSON" weightage="20" keywordseo="Parupalli-Kashyap">Parupalli Kashyap</keyword> and digital influencer <keyword id="8442737" type="UNKNOWN" weightage="20" keywordseo="shristi-dixit">Shristi Dixit</keyword> was all about discouraging biases about asthma and its associated treatment. We recently caught up with Nikhil Chopra, Executive Vice-President &amp; Head India Business, Cipla Ltd who spoke not just about the recent campaign, but about the organization’s overall marketing strategy and how every bit of communication coming out of Cipla keeps the consumer at its centre. Edited excerpts: Q) You launched the #BerokZindagi campaign just after Diwali. Was the timing of the campaign strategic? The timing of the launch was indeed planned to coincide with a period when people with asthma have the most intense need for reassurance about treatment choices, and more importantly, the encouragement to opt for the appropriate therapy to avoid suffering that can easily be overcome. Diwali is not only marked with excessive pollution which is dangerous for patients with asthma but it is also timed at the turn of season which often tends to exacerbate breathing problem. Hence, to answer your question, yes, our teams have put in much thought and consideration into the timing of the campaign but we were definitely not counting on such severe levels of pollution in Delhi making headlines this year. <keyword id="8442736" type="UNKNOWN" weightage="20" keywordseo="berok-zindagi">Berok Zindagi</keyword> is centered on the core principle of driving awareness about asthma, breaking the taboos and misconceptions surrounding it and getting people to say yes to inhalation therapy which is effective and accepted worldwide as one of the safest ways to treat asthma. Berok Zindagi’s message this year through #InhalersHainSahi is about discouraging biases about asthma and its associated treatment. Inhalers neither stunt growth in children nor are addictive. We also take the social stigma attached to asthma and the use of inhalers head-on in our campaign. There is no shame in following a doctor-recommended practice (regular use of inhalers) to live a full life free of barriers. Q) Last year you roped in <keyword id="1655" type="PERSON" weightage="20" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword> for the first phase of the campaign. What was the reception to it? Were you able to bust some of the myths around asthma? Yes. Our success last year was very encouraging and it has assured us that we are on the right path. As a matter of fact, our research showed us 14% increase in the acceptance of inhalers. In the previous year, we used a widely known face who understood asthma, having suffered from the condition herself. Given her wide appeal, we managed to get uncountable people to come forth and talk about their experiences with asthma without any fear of judgement or stigma. For us, this marked a real shift in people’s conduct towards asthma. This time, we have adopted a newer format of communicating the message. The digital film for #InhalersHainSahi begins with Radhika Apte starting a conversation on facts and misinformed beliefs about asthma. Radhika represents and directly connects with every such person who is not affected by the disease but cares about those who are. On the other hand, popular and successful individuals from different fields who have suffered through and conquered asthma engage with the audience and inspire asthmatics to not only say yes to the right treatment, but also to a life without any boundaries.Celebrities like Michelin award winning chef, Vikas Khanna; Arjuna awardee Badminton player, Parupalli Kashyap and a widely successful Digital influencer, Shristi Dixit help convey that misguided beliefs about asthma should be the last thing to restrict people from adopting inhalers. People connect with them and having known-faces from 4 different fields in the digital film help us reach out to a wider range of audiences. Q) Considering direct advertising is not allowed for pharma companies in India, what are you trying to achieve through your communication? For us at Cipla, the patient is at the core of whatever we do. Our endeavour is to go beyond the pill and help patients to the best of our abilities, even by empowering them to stay healthy. As a pharmaceutical company, in line with established Indian norms, we do not advertise our products. Our narrative is on helping patients become aware. As a leading player in the respiratory segment, it is important that we take it upon ourselves to take the stigma and the myths that exist in the category today that is coming in the way of a patient living a free life. Berok Zindagi is our attempt to do just that – inform the patient, help him/her by busting myths and helping patients live freely. Q) Is Digital the most important medium for you currently? As of now, we have released the digital leg of Berok Zindagi with an online film for #InhalersHainSahi on social media. However, a multi-media approach is planned, which will utilize several other platforms over the upcoming months. Digital is very important for us mostly because of the sheer flexibility of formats that it offers for communicating a message. A separate TVC has been launched too. Besides that, other amplifications have been planned over time. TV continues to be an important medium due to its mass reach. Notwithstanding, digital’s massive traction is progressively increasing. Hence, though traditional methods like engaging with people through TV remains imperative, given its wide reach and continuing popularity in India, to connect with all our target groups, marketing has to include new-age mediums like the digital platforms. In fact, this year, we first launched the digital piece with the influencers. Our intent this time is to reach people with asthma and also those who have an impact on their lives, irrespective of whether they suffer from the condition or not. The aim is to change people’s mindset and help them make the right decision for themselves and their loved ones. As a result, our focus also remains on reaching out to every person possible through every pattern and medium of content consumption. Q) Will your marketing strategy continue to be picking up a particular disease/condition and talking about it through influencers/brand ambassadors/actors? Not necessarily. The campaigns and initiatives driven by the India Business have different approaches, but the intention behind these is more or less the same. Our efforts are focussed on driving awareness about a disease, getting people to engage with the information, encourage them to take necessary actions for appropriate treatment and even foster the prevention of deterioration. This pro-patient approach and intent remains constant across therapies, be it cardiovascular, urology or respiratory. For instance, we are driving a massive effort for a urological condition called Benign Prostatic hyperplasia (BPH) through an initiative called What a Relief. BPH can cause bladder, urinary tract or kidney problems and is a common cause of lowered quality of life amongst men aged 40 and above. In fact, 2 out of every 3 Indian men in this age group have moderate-severe LUTS (Lower urinary tract symptoms) due to BPH. The ‘What a Relief’ platform equips patients with all the tools required to lead an uninterrupted life. The services are found in-clinic and also on the go to help people access necessary facilities, like physicians and washrooms. It's our attempt to provide relief, and our entire campaign in the end is about relief. In the end, no matter what the condition, the point is to help patients make the choice that will help them in living a better life. Q) Going ahead what will be your broad marketing strategy? For our future plans, our focus will entirely be on driving awareness and empowering patients, not only by educating them but also by equipping them with the required wherewithal for taking care of themselves better. This is through quicker diagnosis and better disease management. The point is to make strategic choices to increase our interface and engagement with the patients, to help them accept a health problem and make appropriate decisions for it. Berok Zindagi has engaged with and spoken to millions of people across India- patients, their loved ones and even the doctors. Earlier this year, we announced a partnership with Wellthy Therapeutics to offer a combination of pharmacotherapy and digital therapeutics for improved patient outcomes in the chronic therapies of diabetology and cardiology through a multi-lingual clinically-validated digital disease management platform for patients living with diabetes or cardiovascular diseases. The platform brings together behavioural science, real world clinical evidence and artificial intelligence to provide real time monitoring, coaching and advice to patients, and virtual clinical assistance to doctors. While this is a business move, it’s a strategically aligned with the patient-centric approach of the marketing team for engaging and interacting. I also mentioned What a Relief. That is entirely conceptualized by the India Business and Marketing.The digital outreach program dovetailing to the ‘What a Relief’ platform is expected to have an estimated reach of 20 million consumers and caregivers. It entails sizeable investments to support better diagnosis and treatments. Through this mass awareness drive, we intend to create resonance with symptomatic BPH patients and caregivers with an effective call to action to speak to the nearest specialist. The online platform will combine end to end solutions for BPH, few of them which will be activated in due course are Booking an online appointment through the platform, digital coupons for diagnostic support and chemist geotagging (10k across India) to reach out to the nearby pharmacy to avail the prescribed medication. Going beyond the pill to empower the patient is something we will continue to do.

How Cipla is going beyond the pill to empower patients’ lives, one campaign at a time

<img class="gwt-Image" src="/photo/53786586.cms" />If there’s anyone who deserves the credit of turning India into a formidable force in badminton, it is Coach <keyword id="84905" type="PERSON" weightage="20" keywordseo="Pullela-Gopichand">Pullela Gopichand</keyword>. We witnessed him stand like a wall behind Sindhu in <keyword id="1151997" type="UNKNOWN" weightage="20" keywordseo="Rio-Olympics">Rio Olympics</keyword> to keep her from crumbling down at any moment she felt dejected, but not many know this is what makes Gopichand the best coach one can ever have. 
<img class="gwt-Image" src="/photo/53785601.cms" style="width: 800px; height: 600px;" /> He has always been the pillar of firm support for all his students’ right from <keyword id="30618" type="PERSON" weightage="20" keywordseo="Saina-Nehwal">Saina Nehwal</keyword>, <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword>, Srikanth Kidambi, <keyword id="305301" type="PERSON" weightage="20" keywordseo="Parupalli-Kashyap">Parupalli Kashyap</keyword> to Prannoy Kumar, Arundhati Pantawane, Gurusai Datt and Arun Vishnu, all big names in the sport now. 
<img class="gwt-Image" src="/photo/53785608.cms" style="width: 800px; height: 600px;" /> 
Not many are also privy to his journey from a sportsperson to India’s best badminton coach, one who dreams of producing Olympic medalists and who does too. ​ His own story may have been tragic, but he knew how to change his fate. 
<img class="gwt-Image" src="/photo/53785764.cms" style="width: 800px; height: 600px;" /> 
Now 42, Gopichand’s career was almost cut short back when he was in his late 20’s. He suffered a serious knee injury during a doubles match in 1994. But he still went on to win the prestigious All England Badminton Championships in 2001. 
 Then 27-year-old, he had already undergone three operations in four years on his left knee, but Gopichand had to his credit a historic win - he had defeated 2000 Sydney Olympics gold medallist Ji Xinpeng and reigned world champion, <keyword id="79601" type="PERSON" weightage="20" keywordseo="Peter-Gade">Peter Gade</keyword>, in straight sets to bring home the trophy after 21 years. 
<img class="gwt-Image" src="/photo/53785695.cms" style="width: 800px; height: 600px;" /> In 2001, Gopi won the All England Open Championship to become only the second Indian after <keyword id="10487" type="PERSON" weightage="20" keywordseo="Prakash-Padukone">Prakash Padukone</keyword> to lift the title. 
<img class="gwt-Image" src="/photo/53785821.cms" style="width: 800px; height: 600px;" /> 
He admitted that the win came a bit late in his career. Just when he was on the success ladder approaching the peak, injuries forced Gopi to go for an early retirement. Who knew he would make a comeback as a world-class coach with a world-class coaching academy. 
<img class="gwt-Image" src="/photo/53785619.cms" style="width: 800px; height: 600px;" /> 
He decided to don the role of a coach, and the then government of united Andhra Pradesh allotted him five acres of land in Gachibowli to set up an international badminton academy. Surrounded by campuses of several IT majors, his academy started functioning in 2008. Initially, it was very difficult for him to run the training centre due to lack of money and resources. Despite facing the odds, Gopichand emerged as a real 'guru'. His painstaking and marathon efforts have been recognised by the government. He was conferred with Arjuna Award in 1999, Dronacharya Award in 2009, and Padma Bhushan in 2014. 
<img class="gwt-Image" src="/photo/53785597.cms" style="width: 800px; height: 600px;" /><img class="gwt-Image" src="/photo/53785592.cms" style="width: 800px; height: 600px;" /> 
He not only mobilised funds and created world-class infrastructure but identified and groomed talents from across the country. In March last year, Gopichand opened the second academy in the same area. Known as Sports Authority of India (SAI)-Gopichand Academy, it now has nine courts and can accommodate 60 trainees. The twin academies together have 17 courts and can train 130 players in total. However, this is not sufficient to meet the huge demand, which picked up during the last five to six years. Gopichand recently admitted he is sometimes nervous picking calls because he fears it may be of parents wanting to admit their children in his academy which is already running full for at least the next 3 years! 
 
Coming back to his life as a sportsperson, it was not an easy flight for him to the international events. His parents borrowed money to ensure Gopi could compete in global competitions. The noble soul is said to have donated some of his prize money for Kargil martyrs and the Gujarat earthquake relief fund. It’s no surprise that despite his health condition, he decided to tread the arduous task of becoming a coach. He did not want another player to go through what he had. 
 
Today, Gopi is producing top-class players who are delivering a bountiful of international medals to the nation. His efforts started yielding results with Saina bagging bronze in the 2012 London Olympics. She became the first Indian woman shuttler to achieve the feat.<img class="gwt-Image" src="/photo/53785603.cms" style="width: 800px; height: 600px;" /> 
Four years later, Gopichand’s dream has once again come true with Sindhu reaching the final and losing only to World No 1 Carolina Marin. 
If Sindhu, who we all love dearly, travelled 50 km each day for training, Gopichand sweated it out with her since 4:30 am in the morning each day. 
<img class="gwt-Image" src="/photo/53785611.cms" style="width: 800px; height: 600px;" /> 
As Sindhu’s father PV Ramanna puts it – "He was there in the court even when down with fever. My daughter would not have been where she is without him." A nation stands up today to salute your sacrifice and your determination, sir. 
 
Respect. Sheer RESPECT for you.

Pullela Gopichand - The Badminton player-turned-Coach whose sacrifice India may never forget in this lifetime

(Eds: Adding P Kashyap's name to list of donors)New Delhi, Apr 7 () The legendary Sunil Gavaskar on Tuesday donated Rs 59 lakh, while Test regular Cheteshwar Pujara also made an unspecified contribution to the PM-CARES fund, joining the fight against the COVID-19 pandemic which has claimed over 100 lives in India. Pujara joined skipper Virat Kohli, Rohit Sharma, Ajinkya Rahane, and Kedar Jadhav, who are among the current set of cricketers to make significant contributions. Among former players, Sachin Tendulkar is among the most notable contributors. Gavaskar, who is now a sought after commentator and analyst of the game, did not reveal the contribution himself but a source close to him confirmed after former Mumbai skipper Amol Mujumdar tweeted the same. "Just heard that SMG has donated 59 lakhs towards covid relief fund. 35 to @PMCaresFunds n 24 lakhs to @CMOMaharashtra. Thumbs up superb gesture Sir," Mujumdar said. Pujara, on his part, thanked all the front-line warriors including doctors, para medical staff, and police, who are doing selfless service at this critical juncture. "My family &amp; I have contributed our bit to the PM-CARES Fund and the Gujarat CM Relief Fund, and hope that you will to. "Every single contribution counts, so let us all do our bit and together we will certainly overcome," Pujara stated. "We would like to convey our deepest gratitude to all the front line warriors - medical professionals, police men/women, grocery staff, and so many others - for their dedication, courage and sacrifices in serving our nation and humanity," he added. Ace shuttler and Commonwealth Games gold medallist Parupalli Kashyap also contributed Rs 3 lakh to Telangana Chief Minister's Relief Fund. "I salute healthcare workers and emergency service providers. I hope my contribution helps them.," Kashyap tweeted. KHSKHSKHS

COVID-19 Fight: Gavaskar contributes Rs 59 lakh, Pujara, Kashyap join list of donors

(Eds: Adding P Kashyap's name to list of donors)New Delhi, Apr 7 () The legendary Sunil Gavaskar on Tuesday donated Rs 59 lakh, while Test regular Cheteshwar Pujara also made an unspecified contribution to the PM-CARES fund, joining the fight against the COVID-19 pandemic which has claimed over 100 lives in India. Pujara joined skipper Virat Kohli, Rohit Sharma, Ajinkya Rahane, and Kedar Jadhav, who are among the current set of cricketers to make significant contributions. Among former players, Sachin Tendulkar is among the most notable contributors. Gavaskar, who is now a sought after commentator and analyst of the game, did not reveal the contribution himself but a source close to him confirmed after former Mumbai skipper Amol Mujumdar tweeted the same. "Just heard that SMG has donated 59 lakhs towards covid relief fund. 35 to @PMCaresFunds n 24 lakhs to @CMOMaharashtra. Thumbs up superb gesture Sir," Mujumdar said. Pujara, on his part, thanked all the front-line warriors including doctors, para medical staff, and police, who are doing selfless service at this critical juncture. "My family &amp; I have contributed our bit to the PM-CARES Fund and the Gujarat CM Relief Fund, and hope that you will to. "Every single contribution counts, so let us all do our bit and together we will certainly overcome," Pujara stated. "We would like to convey our deepest gratitude to all the front line warriors - medical professionals, police men/women, grocery staff, and so many others - for their dedication, courage and sacrifices in serving our nation and humanity," he added. Ace shuttler and Commonwealth Games gold medallist Parupalli Kashyap also contributed Rs 3 lakh to Telangana Chief Minister's Relief Fund. "I salute healthcare workers and emergency service providers. I hope my contribution helps them.," Kashyap tweeted. KHSKHS

COVID-19 Fight: Gavaskar contributes Rs 59 lakh, Pujara, Kashyap joins list of donors

(Eds: Adding Rohan Gavaskar's comment)New Delhi, Apr 7 () The legendary Sunil Gavaskar donated Rs 59 lakh, while Test regular Cheteshwar Pujara also made an unspecified contribution to the PM-CARES fund, joining the fight against the COVID-19 pandemic which has claimed over 100 lives in India. Pujara joined skipper Virat Kohli, Rohit Sharma, Ajinkya Rahane, and Kedar Jadhav, who are among the current set of cricketers to make significant contributions. Among former players, Sachin Tendulkar is among the most notable contributors. Gavaskar, who is now a sought after commentator and analyst of the game, did not reveal the contribution himself but a source close to him confirmed after former Mumbai skipper Amol Mujumdar tweeted the same. "Just heard that SMG has donated 59 lakhs towards covid relief fund. 35 to @PMCaresFunds n 24 lakhs to @CMOMaharashtra. Thumbs up superb gesture Sir," Mujumdar said. Gavaskar's son Rohan, also a former cricketer, later explained the contributions to the two funds. "...this was done last week. 35 because he scored 35 hundreds for India and 24 because he scored 24 for Mumbai. Prayers for everyone's good health and that we are all safe and sound," he tweeted. Pujara, on his part, thanked all the front-line warriors including doctors, para medical staff, and police, who are doing selfless service at this critical juncture. "My family &amp; I have contributed our bit to the PM-CARES Fund and the Gujarat CM Relief Fund, and hope that you will to. "Every single contribution counts, so let us all do our bit and together we will certainly overcome," Pujara stated. "We would like to convey our deepest gratitude to all the front line warriors - medical professionals, police men/women, grocery staff, and so many others - for their dedication, courage and sacrifices in serving our nation and humanity," he added. Ace shuttler and Commonwealth Games gold medallist Parupalli Kashyap also contributed Rs 3 lakh to Telangana Chief Minister's Relief Fund. "I salute healthcare workers and emergency service providers. I hope my contribution helps them," Kashyap tweeted. KHS PM PM

COVID-19 Fight: Gavaskar contributes Rs 59 lakh; Pujara, Kashyap join list of donors

Bangkok, Indian shuttlers <keyword id="30618" type="PERSON" weightage="20" keywordseo="Saina-Nehwal">Saina Nehwal</keyword> and <keyword id="397719" type="ORGANIZATION" weightage="20" keywordseo="HS-Prannoy">HS Prannoy</keyword> have withdrawn from the <keyword id="3739" type="LOCATION" weightage="20" keywordseo="Thailand">Thailand</keyword> Open after <keyword id="1258101" type="PERSON" weightage="20" keywordseo="testing-positive">testing positive</keyword> for <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">Covid-19</keyword>. "Two Indian players, Saina Nehwal and HS Prannoy, have tested positive for Covid-19. Both players have withdrawn from the tournament and have been isolated in a hospital for a minimum of 10 days," the <keyword id="114605" type="COMPANY" weightage="20" keywordseo="Badminton-Association-of-India">Badminton Association of India</keyword> (BAI) confirmed on their official Twitter handle. "BAI is in constant touch with BWF, team management, players and organiser," it added. Saina returned positive in her third round of Covid-19 test on Monday. She was slated to take on Kisona Selvaduray of Malaysia in her opening round contest on Tuesday who has now been given a walkover. Prannoy, on the other hand, was slated to take on Malaysia's Lee Zii Jia in his opening round contest. This is the second time that Saina and Prannoy have tested positive for Covid-19. Last month along with Parupalli Kashyap, the players had tested positive during Gurusaidutt's wedding in Hyderabad. All of them served quarantine period and tested negative for Covid-19 before arriving in Bangkok. Saina, 30, had recently raised concerns over the fitness of the athletes after physios and trainers were restricted from meeting the badminton players during the entirety of their Thailand tour. However, the rules that have been put in place by the <keyword id="66015" type="COMPANY" weightage="20" keywordseo="Badminton-World-Federation">Badminton World Federation</keyword> and BAT stated that it was only for the first three days that players could not meet their support staff until the start of the training period. The Olympic medallist last participated in the All England Open in March last year and Tuesday's game was supposed to be her first since the outbreak of coronavirus. SEE ALSO: <a href="https://www.businessinsider.in/business/ecommerce/news/radhakishan-damani-dmart-ready-takes-cautious-steps-against-jiomart-and-amazon/articleshow/80209971.cms">Pitted against JioMart, Amazon and others, Radhakishan Damani’s DMart has opted for “controlled acceleration” in e-commerce</a> <a href="https://www.businessinsider.in/business/startups/news/oyo-cashes-in-another-cheque-from-swedish-billionaire-martin-hp-sderstrm-for-its-vacation-homes-business-in-europe/articleshow/80214916.cms">OYO cashes in another cheque from Swedish billionaire Martin HP Söderström for its vacation homes business in Europe</a> <a href="https://www.businessinsider.in/tech/apps/how-to/how-to-backup-and-restore-messages-in-signal-app/articleshow/80226649.cms">How to backup and restore messages in Signal app</a> <a href="https://www.businessinsider.in/tech/apps/news/whatsapp-says-your-privacy-wont-be-affected-if-you-dont-use-these-features/articleshow/80225748.cms">WhatsApp says your privacy won't be affected if you don't use these two optional features</a>

Saina Nehwal and HS Pranoy withdraw from Thailand Open after testing positive for COVID-19

New Delhi, Apr 8 () World Badminton Championships bronze medallist B Sai Praneeth on Wednesday donated Rs four lakh to help in the fight against the rapidly-spreading COVID-19 pandemic, which has killed over 80,000 globally. Praneeth, who is assured of a place in the postponed Tokyo Games, donated Rs 3 lakh to PM Relief Fund and 1 lakh for Telangana CM Relief Fund. "I contributed 3 lakhs for PM relief fund and 1 lakh for Telangana state CM relief fund as my part in this fight against covid-19. Hope my contributions help the nation in this tough situation. @PMOIndia @narendramodi @TelanganaCMO @KTRTRS," Praneeth wrote on his twitter handle. Praneeth thus joined his fellow shuttlers, including Olympic silver medallist P V Sindhu, London Games quarterfinalist Parupalli Kashyap and chief national coach Pullela Gopichand among others to contribute to the cause. The coronavirus infection, which originated in the Chinese city of Wuhan, has killed nearly 150 people and infected over 5100 in India. ATK BSBS

Sai Praneeth donates Rs 4 lakh for fight against COVID-19 pandemic

New Delhi, Apr 28 () The Badminton World Federation (BWF) on Tuesday suspended the US Open World Tour Super 300 tournament to be held in June due to the fast-spreading COVID-19 pandemic which has infected over 3 million people globally. "The Badminton World Federation (BWF) can confirm the suspension of the YONEX US Open 2020 set to be held 23-28 June in Fullerton, California," the BWF said in a release. "This decision was made in close consultation and consensus with USA Badminton. "BWF accepts that all relevant health, safety and logistical risks have been considered by the tournament organisers." Indian men's singles shuttler H S Prannoy had won the US Open in 2017, beating compatriot Parupalli Kashyap in the final. Earlier this month, the BWF had announced the suspension of a number of HSBC BWF World Tour, BWF Tour and other BWF-sanctioned tournaments which are scheduled to take place in May, June and July. Tournaments affected include three HSBC BWF World Tour events headlined by the BLIBLI Indonesia Open 2020 (Super 1000), plus a number of Grade 3, Junior and Para badminton competitions. The governing body had last month suspended Swiss Open Super 300 (March 17-22), India Open Super 500 (March 24-29), Malaysia Open Super 750 (March 31-April 5), and Singapore Open Super 500 (March 7-12) and Badminton Asia Championships (April 21-26). PT ATK SSCSSC

BWF suspends US Open due to COVID-19 pandemic

While both managers and their GenY staff aim for workplace success, collaborating effectively is something that is not seen too often at the workplace. Managers who win with GenY are seen to display these 10 traits which make them more successful than others. 
 
1. They believe GenY is unique in what they have to offer – as unique and valuable as other generations are: These managers do not wish that GenY should be as loyal as or as sincere as other generations but instead, value them for who they are. They know that GenY is different in their own way and celebrate these differences. I have worked with a senior leader who is very popular with peers and juniors alike because, most of all, he adapts himself to the group and individual he is involved with. 
 
2. Millennials often believe they are better than what they actually are (in terms of knowledge and experience). Successful managers encourage that belief and in fact, help them tap the hidden potential. These managers are rarely offended with this brashness as they know confidence can propel youngsters to success, when supported with the right tools. In fact, India has the rich tradition of great gurus like Chanakya and Guru Vashisht who complimented the talent and courage of their wards with wisdom and experiential knowledge. 
 
3. They know that GenY has the guts and the potential to change everything, and reinforce that potential intelligently. I have observed successful managers <keyword id="382268" type="UNKNOWN" weightage="40" keywordseo="leverage">leverage</keyword> this quality of their much younger team members to the advantage of the organisation. My experience with GenY team members is that while organisations cherish age-old practices and traditions, GenY prefers change. When I have encouraged these boys and girls, I have been surprised at their ingenuity and ability to bring fresh perspectives. Some of these prove to be high impact for the business. 
 
4. They do not construe the restlessness of millennials as meaningless impatience but the passion to create something meaningful. These managers realise that rather than branding it as ‘attention disorder’, restive minds can often be a trigger for creativity, and creativity is a source for new ideas, new meaning for teams, organisations and society. For instance, an increasing number of social organisations today are innovations of these youngsters who were impatient with the pace of social change in India. 
 
5. They have the courage to offer frequent feedback, no matter how unpleasant the feedback, but also the empathy to provide the opportunities that can build the person. They also actively ask for feedback. My conversations with my GenY friends show that the frequency and the nature of feedback provided can often make or break their relationships with managers and organisations. Superior managers integrate frequent feedback into work-related conversations. Even more importantly, they help the GenY introspect and identify opportunities to raise their own capabilities. The single most critical trait of the successful managers is that they are themselves hungry for feedback – and whet the appetite of millennials, to provide it. 
 
6. They understand that loyalty to organisations is non-existent, but loyalty to great work and great mentors is timeless. In my working with organisations with multi-generation workforce, there are distinctly two types of managers – those who expect GenY to have loyalty to organisations and those who engage GenY in the most challenging work and also provide constant feedback. Clearly, the latter build more ‘loyal’ team members, those who not only love their work but also their managers. In fact, these are the managers who never have to worry about the work-life balance issues of their team members because these boys and girls take charge of their own work. 
 
7. They understand GenY’s need to challenge the status quo but also <keyword id="6371482" type="POSITION" weightage="40" keywordseo="coach">coach</keyword> them to challenge themselves. These managers gradually become partners to the growth of their GenY wards – they use this relationship to coach them to use challenge as the means of reflection and growth. For instance, the question – what is the consequence for us if we do this or do not do this – is one that the GenY team members of such managers learn to ask themselves. 
 
8. They guide millennials to carve out their own niche and career. They amplify their strengths and help them shine. While this principle is very common to sport, that of letting the individual discover one’s own strength and then masterfully helping amplify this strength to guide the protégé’s career, only a few <keyword id="6362609" type="POSITION" weightage="40" keywordseo="Manager">manager</keyword>s use this lesson at work. When I ask successful GenY professionals what helped them along the way, I often hear about the manager who ‘let go’ of them to grow their own wings. But during the tenure together, the employee was able to hone her strengths under that manager. 
9. They recognise that while GenY are real people, they also have online identities and love their ‘digital autonomy.’ One of the great needs of this wired generation is to tell their stories and learn through the stories of others. They achieve this through social media and on a real time basis. Successful managers realise that allowing this is not an option – rather how to participate and even learn from their team members is the appropriate question to ask themselves. 
 
10. They know that the <keyword id="22939" type="PERSON" weightage="100" keywordseo="boss">BOSS</keyword> is dead, only influence matters, and influence comes from being a mentor, a guide and a friend. Those who win with millennials are the ones who do not believe in exercising authority, but they do believe in power – the kind that comes from not being a boss. Their influence comes from being a guide and grows by being a mentor. Pullela Gopichand comes to my mind, who bloomed under the mentorship of <keyword id="1862164" type="UNKNOWN" weightage="40" keywordseo="S-M-Arif">S.M. Arif</keyword> and <keyword id="10487" type="PERSON" weightage="40" keywordseo="Prakash-Padukone">Prakash Padukone</keyword>, and today nourishes the talent of the Indian <keyword id="30621" type="COMPANY" weightage="40" keywordseo="Badminton">badminton</keyword> players including <a href="http://en.wikipedia.org/wiki/Saina_Nehwal" title="Saina Nehwal">Saina Nehwal</a> and <a href="http://en.wikipedia.org/wiki/Parupalli_Kashyap" title="Parupalli Kashyap">Parupalli Kashyap</a>, both top 10-ranked international players. He is not just a coach, but a mentor, teacher and even a lifeline. Truly someone who wins with GenY and whom GenY wins with. 
 <keyword id="319878" type="PERSON" weightage="40" keywordseo="Rajesh-Kamath">Rajesh Kamath</keyword> is the co-founder of More Than HR Global or MTHRG, a well-known non-profit dedicated to advance HR development and management. He is also the Associate Director with Cerebrus Consultants.

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