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<ul><li><keyword id="6357886" type="COMPANY" weightage="20" keywordseo="phonepe">PhonePe</keyword> had launched an ad series during IPL featuring actors <keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword> and <keyword id="6354526" type="PERSON" weightage="20" keywordseo="alia-bhatt">Alia Bhatt</keyword>. The ads have been well-received.</li><li>We talk to Richa Sharma, Director - Brand Marketing at PhonePe about the thought behind the campaign and what is it that has helped the series stand out in the clutter. </li><li>The ads have been created by <keyword id="261687" type="COMPANY" weightage="20" keywordseo="Leo-Burnett-India">Leo Burnett India</keyword>.</li></ul>It's been a month since the launch of this year’s edition of <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (IPL) and it has been an immensely entertaining month. Despite a change in format, the IPL fervor has caught on. Over the past month, we have seen brands come up with interesting campaigns to make the most of this league that is watched by millions. Every year, we see an advertising blitzkrieg when brands try to think out-of-the-box to break the clutter. This year too, we have seen a few ads that have stood out. Online payment app PhonePe’s 5 ads campaign featuring actors Aamir Khan and Alia Bhatt have been well-received. The brand smartly created a series, which made people invested in the characters and curious about what was coming next. The aim of PhonePe was to take a pointed message to the audience, that the platform is an easy and safe gateway for making online payments. While the ads were simply trying to showcase the features of the app, which otherwise would not have made for interesting storytelling, the way the platform chose to take its message to its audience was interesting. Having Khan and Bhatt also helped add some charm to the campaign. Despite the campaign still running, the ads have had the desired effect. The brand is already witnessing a significant positive impact on brand recall and business metrics. We recently caught up with Richa Sharma, Director - Brand Marketing at PhonePe to understand how they pulled off the ad series and what is helping them stand out in the clutter. Excerpts: Q) PhonePe's series of ads featuring Aamir Khan and Alia Bhatt have been well received, both by consumers and people from the industry. What do you think is it about the storytelling that has helped it stand apart at a time when so many brands are coming up with ads? There are a few barriers/ reasons in consumers’ minds when it comes to digital payments that have held them back from trying it out. We wanted the campaign to address some of those questions people have in their minds in a very crisp yet engaging manner. The creative device of a police station set-up and episodic treatment make for entertaining content that lands the message of how simple, safe and quick it is to use PhonePe and the fact that it's already the trusted choice of crores of customers and merchants across India. Q) Who is the agency behind the ads? What is it you wanted to achieve with this ad series? We have partnered with Leo Burnett India for the campaigns. The objective was to introduce digital payments to a billion Indians, explain its benefits such as easy to use, safe and ubiquitous to users. The series of adverts explain the key takeaways through an engaging storytelling format that unfolds over six, 20 sec adverts. While each ad talks about a different reason to try PhonePe, yet the story picks up from where the previous ad ends. This episodic treatment was chosen to create engagement and to get customers excited and keep them guessing about the next one, while continually reinforcing the key message of using PhonePe for digital payments. Q) A lot of brands during IPL have made use of cricketers and you have stuck with Aamir and Alia. Do you think that helped you stand out? We believe that a great campaign comes down to the ability to tell a great story. The simplicity with which the key messages were communicated, the engaging storytelling format and the episodic treatment to get the customers engaged are the crucial ingredients in our successful campaign. In addition, the right ambassadors who resonate with our brand are key. Both Aamir Khan and Alia Bhat are perfect as the face of our brand as they are both a powerhouse of talent and appeal to Indians across the country. They are inspiring and bold and personify values of integrity and trust that strongly resonate with the PhonePe brand. Q) From an effectiveness standpoint, have you seen an uptick in the number of people coming onto your platform? Our objective behind running this campaign was to reach the massive audience that’s not yet gone digital for payments. The key focus is to remind the audience that PhonePe stands at the vanguard of safe, easy and instant digital payments and financial services for each and every Indian. The campaign has been well received by all consumer cohorts - current users, category non-users alike, with the adverts garnering over 425 million views on YouTube and Facebook. While the campaign is still ongoing, there has already been a significant positive impact on brand recall and business metrics along with positive engagement and organic love being shown by audiences on digital platforms. We have already surpassed the campaign targets that we were tracking and with cricket now kicking in full flow, it's only going to deliver bumper results in the coming month. We are extremely excited to be associated with India’s biggest sporting event. Our association in the past has proven to be fruitful, giving us a platform to create visibility and high brand recall for PhonePe. It has also helped us create and increase awareness around digital payments across different user segments in the country.

We've seen a significant positive impact on brand recall and business metrics following our IPL campaign featuring Aamir Khan and Alia Bhatt: Richa Sharma, PhonePe

While people were still struggling to earn wings for their entrepreneurial dreams, a man thought of making <keyword id="107737" type="ORGANIZATION" weightage="80" keywordseo="Entrepreneurship">entrepreneurship</keyword> a social, collaborative effort. He was <keyword id="311365" type="PERSON" weightage="100" keywordseo="Poonacha-Machaiah">Poonacha Machaiah</keyword>, founder and CEO of <keyword id="2574477" type="UNKNOWN" weightage="100" keywordseo="Above-Solutions">ABOVE Solutions</keyword>, and a <keyword id="2574505" type="UNKNOWN" weightage="80" keywordseo="well-known-and-successful-serial-entrepreneur">well-known and successful serial entrepreneur</keyword>. He started off his company ABOVE (A Bunch of Versatile Entrepreneurs) Solutions in 2008, to provide “engineering talent” to overseas customers. The idea wasn’t new, but his passion to prove (to himself and the industry) that Indians are capable of delivering industry-leading solutions was. 
 
Poonacha and his team have successfully delivered several projects in the field of education, mobility, media and entertainment. However, what really sets him and his work apart is, his firm belief that entrepreneurship efforts shouldn’t just focus on business but on creating value for the betterment of the society. No wonder, today he is counted among the new breed of emerging social entrepreneurs who are using approaches from the commercial world and employing technology to tackle social and environmental problems. 
 Poonacha shares bits and moments of his entrepreneurial journey—reveals challenges faced, talks about his vision and philosophy, and offers advice how entrepreneurs can take their ventures to new heights—in a candid conversation with <keyword id="3831" type="PERSON" weightage="100" keywordseo="Richa-Sharma">Richa Sharma</keyword>, deputy editor-Business Insider India. Here are some excerpts. 
 
Yours’ is a successful startup and a technology company based out of Bangalore. How and when did you come up with the idea of setting up this organization? 
I returned to India in 2008 with the fundamental belief of setting up company that would design and develop world class products and solutions. Instead of a services company that would provide "engineering talent" to overseas customers. I wanted to build a company that would showcase world-class platforms &amp; solutions that would be architected, developed and deployed out of Bangalore, India. I wanted to prove it to myself and the industry that we [Indians] were capable of building solutions, and setting standards by which others are measured. 
 
What were the top 5 challenges that were on your mind when you started? And how did you overcome those? 
Some of the challenges that come to mind (not in any particular order) are as follows: 
· Talent acquisition: I spent a lot of time in hiring the right talent. I wanted to hire those who believed in my vision, and were willing to make sacrifices to realise this vision. 
· Culture: I spent a lot of time building the culture that we had to go "all in" and take chances; it’s okay to fail. This was quite a challenge, since culturally we are not too supportive of failure. 
· Cost structure: The cost structure in Bangalore was quite high from office rentals to personnel cost. We had not strong incubator/co-working space for startups to get started on boot-strapped budgets. Most of the good, talented people were working for MNCs (and from my perspective) on "inflated" salaries, and were not flexible enough to work for a startup for a salary/equity compensation model. 
· Funding: At the time when I started, i.e., in 2008, the funding eco-system in Bangalore was not that great. The VCs were primarily investing in "proven" business models and banks were also not supportive when it came to lending money to a startup; they needed a three-year track record. I decided to bootstrap the company and ensure that I never got complacent, since every dollar I invested came from savings, and also from the house I sold in the US before moving back to India. 
· Work Style/Productivity: I found that the overall productivity was not optimal and therefore, had to spend a lot of time to ensure that I build teams that were streamlined and delivering results. 
 
Why did your organisation focus on building communities to enable transformative educational solutions and ubiquitous access to the masses via mobility? 
I believe that only through personal transformation we can achieve social transformation. And I am a firm believer that education is what will help us become better citizens. Therefore, we decided to focus on educational products/services to bring innovative solutions platform/apps to the segment. We launched TangoFX, a platform that provided multi-party interactive learning. 
 
We also launched ABOVE Learning Platform, to enable online video-based learning and looking at serving the MOOC (massive open online course) segment. We have deployed plethora of educational interactive content for the mobile segment, and are also working with a leading Fortune 100 company on their educational platform. 
 
Q4. You have key anchor customers and marquee relationships with which Global Tier 1 company? We have global Tier 1 customers in the network/storage segment. Our products have been anchored by global industry leaders. For e.g., ABOVE Learning platform was anchored by <keyword id="57060" type="PERSON" weightage="100" keywordseo="Deepak-Chopra">Deepak Chopra</keyword>, who is an internationally renowned author and physician. We are also currently collaborating with DTS on their HeadphoneX technology to immersive 3D audio app for some of the leading brands. 
 
Q5. What are the key development areas that you are focusing on and why? 
ABOVE is focused on video collaboration technologies since we believe that it’s the key to enable learning/education. Our primary focus is on cloud, virtualization and mobility as only these technologies can help us deliver content to the masses, on cost-optimized mobile devices. We have also starting working on some focused data analytics solutions to address some of the challenges in the IOT/IOE segment with wearables. 
 
What are the biggest pitfalls that online businesses and entrepreneurs can fall into? How can they avoid those? 
I believe that the toughest challenge, with online initiatives, is coming up with a viable business model. Online initiatives are launched based on the belief that "there will be a network effect" and if one crosses a threshold of users, then revenue will automatically flow. This has led to the collapse of several online initiatives, since the business model has not been thought through. If a platform does not make economic sense, then it does not make social sense. Entrepreneurs should not get into the trap of just growing their user base and focus their energies on compelling "value" creation. 
 
Which are the most interesting projects that you have run till date? 
If I have to look at just the last five years, then some of the initiatives that I am proud of coming up with are: 
· Turning ABOVE Solutions into a profitable R&amp;D services company, · Launching platforms such as TangoFx the interactive social TV platform was recognized and funded by MDA-Singapore; Qyuki, the creative social media platform that I launched along with <keyword id="4993" type="PERSON" weightage="60" keywordseo="Shekhar-Kapur">Shekhar Kapur</keyword> &amp; AR Rahman, that was focused on democratising media and providing the youth of India to express themselves 
· The WeightLess project, an online social platform that has been launched as a non-profit organisation to address two of our challenging health issues, i.e., obesity/lifestyle disorders and hunger/malnutrition. 
 
What advice you would offer to our readers, who want to make it big in the entrepreneurship world? I believe as an <keyword id="6359301" type="POSITION" weightage="80" keywordseo="Entrepreneur">entrepreneur</keyword> it is important to ask yourself the question "Why are you doing what you are doing?" And if you 100% believe in it, then you have to be fearless and go "all out" and "all in" to realise the vision. Surround yourself with people and hire those who buy into your belief and also customers who believe in your vision. The other essential ingredient is to instil that you onboard people in your team who have Passion, Hunger &amp; Drive. Rest everything will fall into place.

The Entrepreneur
Who Wants To ‘Make A Difference’ In The Indian Society

<ul><li><keyword id="1558972" type="General" weightage="20" keywordseo="vim" source="Orion">Vim</keyword>'s campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house.</li><li>It is conceptualised by Lowe Lintas. </li></ul>Indian women are successfully thriving in numerous fields. They have big dreams and take pride in expressing themselves – as homemakers, as mothers, as artists or as CEOs! Caregiving and household chores are only a part of and not their only responsibilities. But societal limitations of defining them only through chores obstruct them. VIM’s latest ad campaign - ‘Nazariya Badlo, Dekho Bartano Se Aage’ is a nudge to society to see women beyond archaic roles. The TVC is a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Commenting on the launch of the campaign, <keyword id="7230683" type="General" weightage="20" keywordseo="prabha-narasimhan" source="Orion">Prabha Narasimhan</keyword>, Executive Director &amp; VP – Home Care, South Asia said, “Vim is the market leader in Dishwash by far and has helped make the dishwashing process easier and hassle-free over the ages. We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than chores, but sometimes get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with ‘Nazariya Badlo, Dekho Bartano Se Aage’. Speaking about the same, <keyword id="3433640" type="General" weightage="20" keywordseo="prateek-bhardwaj" source="Orion">Prateek Bhardwaj</keyword>, Chief Creative Officer – Lowe Lintas said, “This campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging the society to realize this double standard that exists was at the heart of this campaign." Brand Team: Prabha Narasimhan: Executive Director &amp; VP – Home Care, South Asia Aditya Kashyap: General Manager Home and Hygiene, Home Care, South Asia Agency Credits: Chief Creative Officer: Prateek Bhardwaj Chief Operating Officer: Anaheeta Goenka Strategy President: Kunal Joshi VP, Planning: Sundernarayan Venkataramani Regional Creative Director: Shayondeep Pal Group CD and Copywriter: Sidhant Mago Group CD (Art): Zeth AP &amp; Sushant Joshi AVP Account Management: Arjun Hari Client Services Director: Arpita Chakraborty Account Manager: Triptesh Mehta Production House: Chrome Pictures Director: Amit Sharma Executive Producer: Abhishek Notani Producer &amp; Editor: Richa Sharma

Vim's new ad is a nudge to society to see women beyond archaic roles

<ul><li><keyword id="6357886" type="UNKNOWN" weightage="20" keywordseo="phonepe">PhonePe</keyword> brings back Inspector Desai (<keyword id="6355923" type="PERSON" weightage="20" keywordseo="Aamir-Khan">Aamir Khan</keyword>) and Shinde to talk about the ease of buying gold online.</li><li>The campaign aims to target HSM markets.</li></ul> PhonePe announced the launch of their new campaign to showcase how easy and safe it is to buy 24K pure gold coins &amp; bars on the PhonePe app. The Hindi ad films feature the much-loved duo of Inspector Desai (played by Aamir Khan) and Shinde for the audiences in the northern, western and eastern parts of the country. These have been conceptualized and created by <keyword id="261687" type="COMPANY" weightage="20" keywordseo="Leo-Burnett-India">Leo Burnett India</keyword>. <div type="Youtube" id="ZrsLnDt8gxg" title="Inspector Desai makes the most of a golden opportunity | PhonePe" thumbUrl="https://i.ytimg.com/vi/ZrsLnDt8gxg/mqdefault.jpg"></div> Speaking about the campaign Ramesh Srinivasan, Director - Brand Marketing, PhonePe said “While we absolutely wanted to highlight the USPs of buying gold on PhonePe, we wanted to do it in a manner that tells a story and not just communicates the message. So, the brief was centred on having a conversation with our audiences and helping them understand the seamless and hassle-free experience of buying gold on PhonePe, with a storytelling format that is relatable yet memorable.” The 4-film campaign through a series of short films builds the consumers' trust in buying Gold on PhonePe. The films address the concerns one would have regarding purity and ease of buying gold through the inimitable camaraderie between Inspector Desai and his trusted Shinde. The films reiterate the purity of the gold purchased from PhonePe by ensuring certification for reassurance of quality and assure a seamless gold buying experience from buying to storing hassle free through the playful banter between the two characters. Ramesh Srinivasan adds “This assurance is at the core of our product, which we wanted to bring out to the fore with our campaign. The campaign’s theme of Ab Gold Lo Befikar PhonePe is the culmination of that belief.” <div type="Youtube" id="r-eeHH3JJrU" title="What is Inspector Desai’s golden solution? | PhonePe" thumbUrl="https://i.ytimg.com/vi/r-eeHH3JJrU/mqdefault.jpg"></div> Speaking about the campaign <keyword id="2289556" type="PERSON" weightage="20" keywordseo="Rajdeepak-Das">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett, said “The adventures of Inspector Desai and Shinde are back! And this time the duo are busting myths about buying gold online, but of course with their signature wit and humour. Although we have come a long way in adopting digital payments, gold still remains a traditional in-store purchase. Our campaign through its playful humour and narrative encourages everyone to move to the smart way of buying gold – on PhonePe. We hope our audiences will enjoy and find resonance with our films.” <div type="Youtube" id="qcT7yyDdgNk" title="A quick lesson in Gold buying by Inspector Desai | PhonePe" thumbUrl="https://i.ytimg.com/vi/qcT7yyDdgNk/mqdefault.jpg"></div> Client – PhonePe: Richa Sharma, Ramesh Srinivasan Campaign Manager: Vasudha Khurana Content Managers: Madhavi Varanasi, Nigel Sequeira Digital &amp; Social Managers: Yatithi Vidhlani, Aditya Nair Agency: Leo Burnett CEO &amp; CCO – South Asia, Leo Burnett: Rajdeepak Das CEO &amp; CSO – South Asia, Leo Burnett: Dheeraj Sinha National Creative Directors: Prajato Guha Thakurta, Sachin Kamble Associate Executive Creative Directors: Archit Gadiyar, Vinit Sanghvi Creative Team: Shivani Gairola, Saumya Aggarwal, Ketan Shinde, Simran Arora, Punya Arora, Silvi Kasliwal, Vedika Karpe Executive Vice President: Niket Kumar, Maninder Bali Associate Vice President: Pooja Punjabi Brand Services Directors: Antara Bhattacharya, Shreyash Goenka Brand Strategy Associate: Samiksha Gupta

PhonePe's latest campaign with Aamir Khan aims to bust myths about buying gold online before the festive season

Way before when reality shows became a staple of Indian television culture, <keyword id="17442" type="PERSON" weightage="100" keywordseo="Annu-Kapoor">Annu Kapoor</keyword> was hosting one. It went by the name of <keyword id="400" type="PERSON" weightage="100" keywordseo="Antakshari">Antakshari</keyword>, a singing reality show, which was conceived and directed by <keyword id="27515" type="PERSON" weightage="100" keywordseo="Gajendra-Singh">Gajendra Singh</keyword>, the man behind many other successful reality shows. 
 The famous show, which has given us wonderful Bollywood singers like <keyword id="6574" type="PERSON" weightage="100" keywordseo="Sonu-Nigam">Sonu Nigam</keyword>, <keyword id="5293" type="PERSON" weightage="100" keywordseo="Sunidhi-Chauhan">Sunidhi Chauhan</keyword> and <keyword id="7185" type="PERSON" weightage="100" keywordseo="Shreya-Ghoshal">Shreya Ghoshal</keyword>, will be back on Indian screens after a hiatus of 8 years. 
 It will be telecast on <keyword id="14750" type="PERSON" weightage="100" keywordseo="SAB-TV">SAB TV</keyword>, a GEC owned by MSM Motion Pictures. Annu Kapoor is likely to be seen as the judge of the show. <keyword id="6376169" type="PERSON" weightage="100" keywordseo="mantra">Mantra</keyword> and <keyword id="423078" type="UNKNOWN" weightage="100" keywordseo="sugandha-mishra">Sugandha Mishra</keyword> (popular faces of Indian television) will be show’s new hosts. In the past, artists like Durga Jasraj, Renuka Shahane, Pallavi Joshi, Shefali, Rajeshwari Sachdev and Richa Sharma co-hosted the show with Annu Kapoor. 
 
The show has been rechristened as <keyword id="2517831" type="UNKNOWN" weightage="100" keywordseo="Family-Antakshari">Family Antakshari</keyword>, and would see 4 members of a family participating in the show. The auditions have begun and are underway. Interested families can send in their participation by recording an audition video sharing their happiest and saddest moments, their individual talents, and of course, playing antakshari. 
 
The weekend show starts from ​8 PM on 27th September, and will be sponsored by Karbonn Mobiles, and powered by Lifebuoy.

Gajendra Singh Brings Back Antakshari

Richa Sharma, a 31 year old IT professional, quit her job to spend more time with her family. After 5 years, she decides to give her career a second chance. But she’s worried that returning after a long break will be a challenge. She hasn’t kept in touch with the industry trends for so long. And she has no experience working on some of the newer technologies that have mushroomed all over the IT space. 
 Rejoining the workforce after a long gap can be quite daunting for <keyword id="624" type="ORGANIZATION" weightage="100" keywordseo="Women">women</keyword>. Employability can get pretty challenging! However, women today have excelled at the art of maintaining a perfect balance between a successful career and a satisfying personal life. And one of the main reasons is their focus on re-skilling and building new and relevant professional skills that will help them to get back to work. 
 
Today, technology is advancing faster than we can imagine, and there are chances that a lot might have changed during your break. So when you start planning your second innings at work, you must focus on acquiring skills that help you stay relevant and boost your personal brand as well. An online course in your chosen domain will help you achieve this. To pursue a course, women need not be hassled with class schedules and lengthy admission processes. Online courses and Certifications have made this daunting task easy and fast. 
 And once you pick up the necessary skills to add to your portfolio and earn that certification, you can start building <keyword id="3836454" type="UNKNOWN" weightage="100" keywordseo="Professional-contacts">professional contacts</keyword> on social media and update your <keyword id="581174" type="UNKNOWN" weightage="100" keywordseo="job-skills">job skills</keyword> that will help you land a career of your choice. 
 
What do women look for before joining the workforce 
 
• Flexible timings and work-life balance: Women looking for flexi-working can work for the agreed number of hours, per their convenience. It is an agreement between the employer and the employee. Flexi-working provides a perfect balance between work and personal life. A lot of women prefer to take up careers that provide work from home options. This gives them advantages like less commute and being around their family when they are needed. 
 
• Salary &amp; Perks: Quite often, after a long career break, women are unsure of how much they should be paid. However, you can evaluate the job offer by checking the present market value for your skill sets and expertise. Speak to your peers who have been in this field for quite some time, and the type of job you are looking for. 
 
• Role &amp; Responsibilities: A lot of women prefer to take up roles and responsibilities that allow them to efficiently manage both personal and professional life with ease. 
 
• Proximity to office: Many women choose to work at an office that’s closer to their homes. This saves travel time, and allows them to be productive at office as well as spend quality time with their family. 
 
Skills women acquire before getting back to work 
 
Six skills that benefit women who are looking for a balance between their professional and personal lives are: 
 
• Data Analytics: A career in data analytics is a great choice for working moms who have a keen eye for processing information. Data analytics is the next big thing and organizations, everywhere, are looking for data analysts. You can take up one of the available courses on data analytics to jumpstart your return. Many companies offer attractive salaries and perks, and good opportunities for career growth. 
 
• Blogging/Content Development: With the Internet boom over the last few years, Content Marketing has taken the centre stage. And, this has led to a growing demand for content developers. A graduation degree and an ability to churn out informative articles are prerequisites to take your blogging/content developing career on the path of success. Other benefits on offer are flexible work schedules, good compensation, and work from home option. 
 
• IT &amp; Programming: A career in the IT industry definitely demands a lot of your time and attention. However, quite a few women choose to restart their career in this industry, as many companies provide flexibility along with an attractive salary package and promising career growth options. To restart your career in the IT industry, you might have to upgrade your skills through online courses or certification programs that are easily available. 
 
• <keyword id="107737" type="ORGANIZATION" weightage="100" keywordseo="Entrepreneurship">Entrepreneurship</keyword>: There is not much difference between taking care of your family and taking care of your business. So, if you dream of starting your own business, do your research, enhance your skills (there are a lot of courses available for the necessary guidance), launch your business, and watch your dream turn into reality! Entrepreneurs can choose their work hours and can perfectly balance their time between work and family. 
 
• Web Development: Web development is yet another promising option to restart your career with. It involves creating the architecture and design of a website. It would be good if you have a bachelor’s degree in computer science, along with some skills which can be enhanced through online programs and other certification courses. Web developers have the flexibility to work during the preferred hours and not necessarily from the office. A lot of web developers describe it as a “creative” job, where you learn a lot of new things and upgrade your knowledge-base all the time. 
 
• Digital Marketing: With the rapid rise in Internet access, the demand for digital marketing is increasing rapidly. Understanding of content marketing, social media marketing, SEO, and SEM will help you launch your career in digital marketing.This career not only promises enormous growth and compensation but also gives you the flexibility to choose work hours convenient for you and operate as a freelancer from home 
 
Restarting your career might sound challenging, but it really isn’t the case if you have some confidence and enthusiasm to learn new skills and technologies . Get set and up-skill, so that you can be on the right track to grab your dream job and also enjoy a healthy work-life balance. 
 
(This article is contributed by <a href="https://www.simplilearn.com/?abVariation=1&amp;utm_expid=60255365-25.9Mj1h4zwQmaWOgv-ZHG-_A.1&amp;utm_referrer=https%3A%2F%2Fwww.google.co.in%2F">Simplilearn</a>) 
 
(Image Credits: Thinkstock)

Up-skilling - What women on career break should focus on?

India, as a country, today stands at the crossroads as it tries to take the centre stage in the world economy; harness its innate strengths; gain a stronghold in the world’s political stage; and reinforce its place in the global scientific fraternity. The recent ‘<keyword id="6354869" type="UNKNOWN" weightage="20" keywordseo="make-in-India">Make in India</keyword>’ campaign and <keyword id="1506013" type="UNKNOWN" weightage="20" keywordseo="mangalyaan">Mangalyaan</keyword> success was just a teaser for the world. 
 As the world wakes up to the power that lies within the sub-continent, it’s time that Indians should start focusing on education says Dr Govind Swarup, the Emeritus Professor from National Centre for Radio Astrophysics of TIFR. The well-known <keyword id="2546530" type="POSITION" weightage="20" keywordseo="Radio-Astronomer">radio astronomer</keyword> shared several insights and perspectives on how India can establish the intellectual potential and become one of the world’s best developed nations in a candid conversation with Richa Sharma, Deputy Editor-Business Insider India. Below are the excerpts: 
 
Q. Sir, you laid the foundation of radio astrophysics in India, and built the GMRT, a lot has changed, right from technology to science governing the Physics. How do you view all these changes? 
I look at them with positivity and lots of hope. But my fear is brain drain. Today, very few bright students join research institutes or Indian universities as many get attracted to software industries in lieu of handsome salary package. Many go abroad. This must change and for this we need to overcome the ‘caste system’ dividing our education system into four buckets/boxes. (He pauses and then explains) I say, we have a caste system in education because we’ve science colleges and research institutes in one box, engineering colleges in second, medical colleges in third box and humanities in fourth. In most American Universities, all are offered in one campus and students at undergraduate and postgraduate level are required to take 20 to 30 % courses outside their discipline. 
 
Q. So, you want to say that science education should be revamped? 
 Yes, precisely. Almost all universities in India impart only education in science, but very little research isencouraged. Unless we combine undergraduate education with research and experiments in all disciplines (e.g in social sciences with field surveys), we cannot expect our universities to become world-class. 
 
Q. What’s your take on Mangalyaan success? ISRO scientists have created history by successfully inserting the Mars Orbiter Mission (MOM) into the Martian Orbit. This makes India the first country in the world to accomplish the feat in its maiden attempt. 
It’s a great achievement. Not only it has proved the technical skills of ISRO scientists but also mathematical ability by few in ISRO who calculated and mastered the gravitational variations across the solar system from the earth to mars that led to the unique success. But there’s a lesson that we should learn from this success. 
 
(Lesson?) We should enhance mathematics teaching and learning—right from primary levels to secondary levels across India in private schools, municipal schools and rural schools. Science can’t exist without Maths, you can even say vice-versa. A group in Orissa and Pune selects undergraduate students in Degree colleges and encourages them to go to municipal schools, interact with 20 students studying in class 5th or above, and impart mathematical knowledge. Imagine the impact we can create if we implement the same rule across thousands of science and engineering degree colleges in India. How do we tell Smiriti Irani? 
 
Q. From discovery of Type U solar radio bursts, gyro-radiation model for microwave radio emission from solar active regions; lunar occultation observations using the ORT to high angular resolution studies (about 1 to 10 arc sec) of more than 1,000 weak radio galaxies and quasars-you have done it all. Now, what’s next in your list? 
Next on my list is education. I dream of India, where we’ve world-class universities. I feel that’s the only way to capture the intellectual potential we have in the country, and make India one of the world’s best developed nations as well. 
 
From 1996 to 2004, I and Professor Bhide (former VC of the Pune University) struggled to set up a 5-year integrated Science Education and Research at the University of Pune. Our initiative was approved by the Cabinet in 2004, which later lead to the establishment of: 5 Indian Institutes of Science Education and Research (IISERs); another National Institute of Science Education and Research (NISER); and Center of Excellence in Basic Sciences at the Bombay University. I consider this as a bigger achievement than building the Giant Metrewave Radio Telescope (GMRT). 
 
I hope that the Modi Government would select four State Universities across India on competitive basis, provide sufficient funds, ensure that faculty is selected on a national basis and thus in due course improve our ~ 250 or more universities. There’s tremendous talent going untapped in our young population. Apart from education and nurturing talents at the bottom of the pyramid, we need to take special care of the top that would contribute to innovation. At age of 85, I can’t contribute more to these dreams, but I am sure there are others who can pave us on the road to faster growth and success. 
 
Q. That’s an intriguing thought sir, but we would still like to know what are you researching these days? We heard that you are making observations with the GMRT for problems related to cosmology. 
Currently, I am closely guiding a student from VSSC (isn’t it Trivandrum??), ISRO, to analyze observations made with the GMRT of the planet Venus and to investigate any heat flow and its magnitude from its interior. Along with Dr Sandeep Sirothia of NCRA, currently in South Africa, we are also analyzing GMRT data of "Extremely Cold Spot" in the microwave background that has cosmological implications. 
 
Q. You are probably the reason why people think of being a radio astronomer—the term however, is not known to many. Can you please explain what it’s all about in simpler words? 
Radio Astronomy is a new subject. Using radio telescopes (large antennas connected to very sensitive electronics), it has been discovered that one in a million galaxy is a very powerful source of radio emission emitting trillions of power due to presence of massive black holes at the centre of certain galaxies that give rise to outflow of powerful jets of electrons and positrons as matter spirals from galaxy to the central black holes. Many other discoveries have been made in Radio Astronomy and has brought Nobel Prize to 8 radio astronomers over the last 50 years. 
 
India has GMRT, the world's largest radio telescope operating from 130 MHz to 1430 MHz. It is being used by astronomers and students from India and 31 countries in the world including astronomers from Cambridge, Oxford, Harvard and Stanford. There are only a few other scientific instruments in India that has been used by international scientists and that too on a limited occasions. 
 
Q. Any tips for our readers, who want to become a radio astronomer? 
A good education background and exceptional analytical skills is all that you need. If you have completed B.Sc. and M.Sc levels in Physics and Mathematics, Or B.Tech in Electronics and telecommunications, you can sit in for competitive tests held in this field. National Centre of Radio physics of TIFR at Pune, Raman Research Institute at Bangalore and a few other places, annually select students through JEST, IUCAA-NCRA (INIAT) and TIFR entrance exams. 
 
<a href="http://www.iiap.res.in/Swarup">(Dr Govind Swarup is an internationally well known pioneer in the field of radio astronomy who is known for building ingenious, economical and powerful observational facilities for front-line research in radio astronomy, namely, the Ooty Radio Telescope (ORT) in South India and the Giant Metrewave Radio Telescope (GMRT) near Pune, that are amongst the largest in the world.) </a> 
 
 
Image: <a href="http://ncra.tifr.res.in/ncra/people/academic/emeritus-professor/Swarup">ncra.tifr.res.in</a>

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