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<ul><li>In its efforts to step up its India play and accelerate its growth plans to become the global digital powerhouse of learning, <keyword id="152222" type="General" weightage="100" keywordseo="pearson" source="Orion">Pearson</keyword> recently announced its first brand ambassador, <keyword id="2618061" type="General" weightage="20" keywordseo="vicky-kaushal" source="Orion">Vicky Kaushal</keyword>.</li><li>We spoke to <keyword id="847611" type="General" weightage="20" keywordseo="siddharth-banerjee" source="Orion">Siddharth Banerjee</keyword>, Managing Director &amp; SVP, India &amp; Asia, Pearson to discuss the idea behind choosing Vicky Kaushal as the face of the company, trends in the education sector and Banerjee’s larger vision for the company.</li></ul>When the pandemic hit, digital education exploded across the world and with the introduction of National Education Policy (NEP) in 2020, which was widely acknowledged as a transformational move, newer ways of teaching and learning emerged in our country. It created several opportunities for learning and EdTech platforms to rise to the forefront. Learners have also slowly and steadily accepted <keyword id="6379645" type="General" weightage="20" keywordseo="online-education" source="Orion">online education</keyword>. UK-based education and publishing major Pearson has been on a mission to make learning more accessible to everyone by enabling collaboration between all the stakeholders in the education sector and removing the digital divide in India. It is aiming to construct a vibrant educational ecosystem in our country, strengthen its direct-to-consumer (D2C) strategy and direct relationship with the higher education ecosystem across the APAC region. So, to discuss what lies ahead, Advertising and Media caught up with Siddharth Banerjee, Managing Director &amp; SVP, India &amp; Asia, Pearson. We tried to understand the brand’s marketing strategy behind onboarding Vicky Kaushal, the future of online <keyword id="138878" type="General" weightage="20" keywordseo="education-in-india" source="Orion">education in India</keyword>, his larger vision and a lot more. Q. Can you tell us how 2021 was for <keyword id="530551" type="General" weightage="20" keywordseo="pearson-india" source="Orion">Pearson India</keyword> and for the education sector? 2021 has proved to be a transformational one for the education and learning sector. We have seen increased investments in education and technology, and major focus on online/blended modes of teaching and learning, and new business models being developed in India - all of which provides a universe of choices to learners and helps create a diverse array of learning environments. 2021 was also a high action year for Pearson India as we ensured the delivery of our revenue plans, launched innovative products, initiated the launch of a new technology centre in India and levelled up our conversations with some of the critical stakeholders across the Indian Higher Education spectrum, all while building a high performing teamwork culture within the organization. Besides an array of partnerships, we also launched the Pearson e-Library 2.0, a comprehensive 360º digital learning platform that gives access to over 4000+ titles, gaining great response from some of India’s leading business schools and engineering colleges registering on the platform. Q. You have recently onboarded a brand ambassador. Firstly, why did you think now was the right time for the company and what was the thought behind choosing Vicky Kaushal? What are you eyeing to achieve from this partnership? Globally, Pearson’s focus is on how we can strengthen our digital-first proposition and Direct-to-Consumer (D2C) strategy to build a long-term, direct relationship with millions of learners across the globe. India is a strategic growth market for Pearson and therefore it is essential for us to establish a stronger brand connect here. Vicky Kaushal, besides being a great actor, is also one of the most popular youth icons in the country today, an inspiration for young learners to dream big and chart their own journey and hence, he’s a great storyteller for us, at Pearson India. In addition, we are going to work with study tubers, sports icons and other relevant storytellers to strengthen our brand connect with our audience. Q. Now that you have your brand ambassador, you have clearly upped your marketing budget. Which advertising medium will get your lion's share from this budget? Pearson is entering into a new era of digital and D2C with an aim of building a stronger connect with the youth. Social Media is emerging as the most active driver of brand choice amongst the youth today. It has become important for brands to mine ‘closer-to-life’ stories on social for building authentic connections with the audience. Social media &amp; PR will be key channels for us to reach out and connect with a wider audience. Q. What is your larger marketing strategy? How will your messaging change now that you have a new brand ambassador onboard? Given our larger D2C approach, the overall marketing strategy revolves around creating a learner-centric narrative and enabling digital transformation of our offerings, which will motivate learners to focus on quality content and right outcomes. While specific details will be revealed closer to the initiation of campaigns , the aim would be to inspire students to prepare with Pearson and put in their best efforts. Q. On a larger level, what are some of the trends that you are expecting to see in the Education sector? The Indian education sector is currently at the brink of a momentous digital transformation and based on some of my recent interactions with key stakeholders in the sector, here are some important trends will reshape the overall education landscape: <ul><li>The future of education will be led by learners: No-one-size-fits-all approach and hyper personalization, enabled by data analytics and artificial intelligence, to meet the unique needs of every learner will drive fresher innovations.</li><li>Technology will enable the rise of a more intuitive teacher who has access to tools to create a more conducive learning environment for each student, thus helping both, the teacher and the taught.</li><li>Imagining Education &amp; Learning in the Metaverse: Personalized, immersive, and engaging content will remain to be key for a robust education system and what’s more exciting are the ways in which this content will be consumed, especially with the emergence of AR/VR technologies.</li><li>With NEP being a potential game changer, there will also be greater collaboration between all the stakeholders in the education sector towards removing the digital divide – thus addressing the age-old debate of access of education in India.</li><li>An era of massive partnerships for the Education Ecosystem in India: Greater participation of organisations from different industries in the sector as they look to invest in building customised courses to help develop industry-specific technical skills and expertise.</li></ul>Q. How has the consumer behaviour in the Education industry changed after the pandemic? Like most sectors, the Education sector has undergone a massive digital transformation in the wake of the pandemic, which has led to a significant shift in consumer behavior. Hybrid learning models have become popular, with around 94% children, globally, engaged in some kind of online or blended learning. At Pearson, we’re committed to being at the forefront of the rapidly growing and changing learning needs, which is why we reach out to learners, educators, employers and working professionals to identify major trends in the education sector through our annual <a href="https://plc.pearson.com/en-US/future-learning/global-learner-survey">Pearson Global Learner Survey</a>. Some of the key trends that came up in 2021 show: <ul><li>The clash of COVID-19 with the world’s increasing reliance on technology has finally pulled education systems fully into the digital age.</li><li>Learners want to take control of their learning and demand innovative modes of education which provide an anytime, anywhere access model.</li><li>Focus on new, innovative, and practical skills has increased; 88% of students want colleges to teach career-oriented skills to prepare them for the 21st century workplace.</li><li>Learners are concerned about how COVID is widening the gap between the haves and have nots, especially for younger students.</li><li>Nearly 90% of world’s women are taking action to change their career paths and 81% are using the pandemic as an opportunity to re-evaluate their lives and careers.</li></ul>Q. Can you tell us what would be some of your focus areas in 2022? What is your larger vision for Pearson India? As the global digital powerhouse of learning, our larger vision is to become the preferred partner of choice for learners, educators and government and provide world-class content, tech-based learning solutions and tools to contribute towards an outcome-based learning framework in India. In order to do this, we need to address the challenges of affordable access, quality learning, and employability, in the education ecosystem which is why we will focus on (1) Strengthening our product portfolio and DTC proposition. Naturally, this will require a lot of support and collaboration from other stakeholders in the market and hence we’ll look at (2) Creating meaningful partnerships in the education ecosystem to jointly build learning solutions. The success of this will rely on the strength of our technology backbone, which is why, we will (3) Enhance process and operations by focusing on Tech and Innovation and, lastly, but importantly, all of these will be built upon a (4) Strong foundation of our people, and high performing and collaborative teamwork and culture within the organization.

Pearson’s vision is to become the preferred partner of choice for learners, educators and the government: Siddharth Banerjee

Facebook's Siddharth Banerjee shares the five best creative practices to follow for Mobile Storytelling

West Bengal Lok Sabha Election Result 2019: TMC leaves BJP behind in the state

New Delhi, Feb 18 () In 2018, corporate couple Eika and Siddharth Banerjee embarked on an exciting and a unique hyper-learning adventure: meet experts and specialists from various fields over 52 weeks to explore topics that help one enrich lives from all perspectives.The result is "52 Red Pills", a book written as a practical guide that aims at helping people introspect and make them eager to know more about the different walks of life.The primary motive of the exercise, the authors say, was "for us to learn and grow, and to use our learnings to become better versions of ourselves".Another objective was to "spend 'blocked-off' time as a couple on topics and conversations of mutual interest".The book, with a subtitle that says "A New-Age Playbook to become Healthy, Wealthy and Wise", has interactive exercises and suggestions towards the end of every week that helps the readers write about their experiences and challenges.The topics the authors chose were diverse as well as fascinating, covering a vast gamut of ideas and themes: from the art of making fine coffee to mind maps, from how billionaires think to how pro-marathoners train, from mindfulness to muay-thai, and from ancient medicine practices to cutting-edge haematology.This accelerated self-learning was a three-step process. The Banerjees would speak to experts and hack into their life-journeys and learnings. They would then scan and absorb exciting literature on the subjects, thus building up an information database. Finally, the couple would debate and discuss these concepts in great details between themselves to understand them.For 52 weeks of 2018, Eika and Siddharth explored and researched 52 topics that helped them enrich their lives from all perspectives, be it health, spiritual, professional or even leisure.Their journey included topics of all kinds that are both intense and enjoyable. If one week, the authors learn about biohacking, the other they enjoy the different malts of whiskeys."Our journey was intense and hectic, covering a host of topics that would hopefully help us become 'healthy, wealthy, and wise', as we integrated learnings from ancient wisdom along with modern-day expertise," the say in the book, published by Pan.To give themselves a breather from some of the more intense themes, they incorporated some lighter weeks in between, where they concentrated on experimental topics like whiskey, coffee, etc. ZMN RDSRDS

'52 Red Pills': A 52-week hyper-learning adventure

<ul><li>The <keyword id="6373926" type="General" weightage="80" keywordseo="horlicks" source="Orion">Horlicks</keyword> Plus range, a set of specialized brands formulated to solve nutritional deficiencies, has forayed into the segment of Diabetes.</li><li>Diabetes Plus, introduced by Horlicks, is a nutritional beverage that has been designed for Indian adults.</li></ul>India has always been prone to the various risks associated with Diabetes. The country ranks #2 after China, with the prevalence rate of the disease set to double in the next 25 years. While diabetes continues to be an emerging threat with 7.3% of India’s population being diabetic and a further 10.3% being prediabetic, there are almost 1 in 2 diabetics that go undiagnosed*. The major life changes that come with diabetes have also led to dissonance with consumers constantly looking for solutions to help manage diabetes better. Keeping these alarming figures and consumer needs in mind, the Horlicks Plus range, a set of specialized brands formulated to solve nutritional deficiencies, has forayed into the segment of Diabetes. Diabetes Plus, introduced by Horlicks, is a nutritional beverage which has been designed for Indian adults. It contains high fibre (22% of dual blend fibre). Research has shown that a diet rich in fibre helps reduce glucose and lipids in the blood#. <keyword id="12543075" type="General" weightage="20" keywordseo="horlicks-Diabetes-Plus" source="Orion">Horlicks Diabetes Plus</keyword> is high in protein and contains 16 vital nutrients. It contains Fibersol-2 and NUTRIOSE®. These fibres are known to promote satiety and reduce calorie intake. Commenting on importance of diet &amp; lifestyle for diabetes management, Dr Banshi Saboo, President, RSSDI said, “An unhealthy modern diet and low activity patterns are regarded as major drivers of diabetes increase in India and this needs to change. Studies have shown that fiber rich diabetes nutrition (FDN) has multiple benefits, including, improvement in glycemic control, reduction in glucose spikes, lowering of plasma lipid concentrations and weight management in T2DM patients.” Horlicks Diabetes Plus recently introduced its first TVC to highlight the importance of fibre for diabetic patients. Commenting on the TVC, Krishnan Sundaram, Vice President, Nutrition, HUL said “Diabetes is equivalent of a pandemic and India is facing an increasing burden of it with 24 Cr diabetics and prediabetics. We know that, nutrition and lifestyle can play a key role in its management. We are launching Horlicks Diabetes Plus, a supplement specifically formulated for at risk and diabetic individuals. With our communication, we want to educate consumers about the importance of high fibre for diabetics, and how Diabetes Plus which has dual blend high fibre fulfills 26% of your daily fibre requirements." <div type="Youtube" id="Pd3LvWcNpEg" title="Horlicks Diabetes Plus: Dual Blend High Fibre | Helps manage diabetes" thumbUrl="https://i.ytimg.com/vi/Pd3LvWcNpEg/mqdefault.jpg"></div> The copy showcases a concerned diabetic patient looking at reducing his sugar intake but is offered food items that seem to contain a high amount of sugar. While the patient is questioning the prevalence of sugar in various food items, the copy also highlights the importance of adding fiber to one’s diet in addition to reducing sugar in one’s diet. Commenting on the creative insights that went into the making of the film, Sumitra Sengupta, Executive Creative Director, FCB India said “When any one is pre-diabetic or a newly diagnosed diabetic, the immediate reaction is to cut down sugar. Our film opens with a middle-aged man worriedly asking about the sugar content of every food placed before him. But what starts out as being the correct thing to do, suddenly appears inadequate in the light of the Doctor’s announcement that high fiber helps manage Diabetes. This creates a perfect opportunity to introduce Horlicks Diabetes Plus which fulfills 26% of daily fibre needs. We hope it results in change in nutritional behaviour too - of not just reducing sugar, but adding fibre too.” Credits Agency: FCB India Production House: Milestone Films Producer: Ajay Vasu Director: Sandeep Yadav Creative: Swati Bhattacharya, Sumitra Sengupta, Kshitij Chandel Account Mgmnt: Debarpita Banerjee, Siddharth Kapoor, Priyanka Balasubramanian, Vedika Jain Planning &amp; Strategy: Kizie Basu, Aniruddh Subramanian Films Team: Ashish Barot

Horlicks taps into the segment of diabetes; launches a new campaign to highlight the importance of fibre consumption for diabetic patients

<ul><li>PlayerUnknown’s Battlegrounds (PUBG) Corporation is breaking ties with Tencent to develop the mobile version of its battle royale game in-house after Indian banned the game and 117 other mobile apps last week.</li><li><keyword id="9900533" type="COMPANY" weightage="20" keywordseo="pubg-corporation">PUBG Corporation</keyword> is based out of South Korea and holds the intellectual property rights for PUBG Mobile.</li><li>Lawyers point out that since the order by the Government was not specifically against any state, the decision is unlikely to have a bearing on the ban.</li></ul>The battle royale game with more than 50 million active players in India, PlayerUnknown’s Battlegrounds (PUBG), will no longer be associated with the Chinese game developing mammoth Tencent. PUBG Corporation, the company which holds the intellectual property rights (IPR) for the mobile version of the game, issued a statement relaying their decision to take over the development responsibilities going forward. “It (PUBG Corporation) hopes to work hand-in-hand with the Indian government to find a solution that will allow gamers to once again drop into the battlegrounds while being fully compliant with Indian laws and regulations.,” <a href="https://www.pubg.com/en-us/2020/09/07/pubg-corporation-responds-to-pubg-mobiles-india-ban/">it said in response</a> to the ban against the mobile gaming app in India. The company claims is closely monitoring the situation and has seen an overwhelming amount of support from its local fan base. India’s ban on mobile apps isn’t against China on paper While India's ban on mobile apps only included apps of Chinese origin, the government press release was not specific to China. “These applications were blocked by the Government on the grounds of prejudice to sovereignty and integrity of India and security of state and public order,” Tanu Banerjee, a partner at IndusLaw told Business Insider, According to her, disengagement with Tencent may not be of any particular benefit for PUBG Mobile. "National security considerations make overturning of the ban under 69A of the IT Act rather difficult. However, with a change of ownership, the South Korean owner will have a better chance of convincing the committee set up by the government to look into the ban that they comply with government-mandated data safety laws and data of Indians is not at risk anymore," added Siddharth Mahajan, a partner at Athena Legal. India is PUBG Mobile's largest market, accounting for nearly one-fourth of the game's users. In the aftermath of India announcing its ban, Tencent's stock lost <a href="https://www.businessinsider.in/business/news/pubg-ban-india-makes-chinese-company-tencent-loses-34-billion-in-2-days/articleshow/77924912.cms">nearly $34 billion of its value in two days.</a> SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/professional-pubg-gamers-left-in-the-lurch-as-indian-government-bans-tencents-iconic-battle-royale-game/articleshow/77905215.cms">Professional PUBG gamers left in the lurch as Indian government bans Tencent’s iconic battle royale game</a> <a href="https://www.businessinsider.in/business/news/pubg-ban-india-makes-chinese-company-tencent-loses-34-billion-in-2-days/articleshow/77924912.cms">Tencent loses nearly $34 billion since the PUBG Mobile ban in India — its second-largest valuation dip this year</a> <a href="https://www.businessinsider.in/tech/apps/news/india-bans-pubg-wechat-and-118-other-mobile-applications/articleshow/77890776.cms">India bans PUBG, Ludo World, and 116 other Chinese mobile applications</a>

PUBG Mobile will no longer be developed by Tencent in India but experts say that may not be enough

<ul><li>India’s Media &amp; Entertainment industry has revived to pre-COVID levels and is expected to grow to $55-70Bn</li><li>by 2030 at 10-12% CAGR, driven mainly by strong growth in OTT, Gaming, Animation and VFX.</li><li>The industry continues to showcase multimodal growth with digital video leading the consumption boom.</li></ul><keyword id="9359173" type="General" weightage="20" keywordseo="the-confederation-of-indian-industry" source="Orion">The Confederation of Indian Industry</keyword> (CII) and <keyword id="136162" type="General" weightage="20" keywordseo="boston-consulting-group" source="Orion">Boston Consulting Group</keyword> (BCG) have unveiled the flagship report of the <keyword id="126927" type="General" weightage="100" keywordseo="media-and-entertainment" source="Orion">media and entertainment</keyword> sector titled, ‘Blockbuster Script for the New Decade: Way Forward for Indian Media and Entertainment Industry’. The report explores the Media and Entertainment industry’s recovery after the impact of the COVID-19 pandemic and highlights key imperatives for achieving its potential over the next decade. K Madhavan, Chairman, CII National Committee on Media &amp; Entertainment and President, The Walt Disney Company India and Star India says, "It is delightful to see that the hard work put in by all stakeholders in the face of great challenges, both professional and personal, has paid off and now our industry is back on track. Media and entertainment played a crucial role in helping the country navigate and overcome this crisis and reinforced its role in people’s lives”. The report projects that the industry is set to grow to $55-70B by 2030 at a CAGR of 9-11%, with digital video and gaming being the biggest growth drivers. Commenting on the report, Chandrajit Banerjee, Director General, CII, said, “CII has maintained its thought-leadership in Media and Entertainment sector over the years through various measures. Industry as well as Government and policy makers value the inputs which CII initiatives add to the knowledge pool of the sector. The Big Picture report, released on the occasion of the CII Big Picture Summit every year, holds a special place in this resource ecosystem. This year’s report, once again put together by BCG with the help of CII Media and Entertainment Committee, looks at the decade ahead, will help businesses chart their growth path and aide the government in framing enabling measures to facilitate further expansion of the sector.” Siddharth Roy Kapur, Co-Chairman, CII National Committee on Media &amp; Entertainment and Founder &amp; Managing Director, Roy Kapur Films said, “Film production and film exhibition were amongst the worst affected sectors in the M&amp;E business due to the pandemic. After a long period of shutdown, cinema halls are now back in business with a bang. A record number of big-ticket movies are lined up for release well into 2022. That augurs well for the sector but caps on occupancies, closures of cinemas and modified audience behaviour might impact the speed of recovery. On the other hand, streaming has provided new avenues for screening and broad-based the options available for producers, artistes and technicians. Along with the rise of regional cinema, this marks the start of a truly fantastic decade ahead for the Indian content business. Kudos to team CII and BCG for another enriching edition of the Big Picture report.” Biren Ghose, Vice Chairman, CII National Committee on Media and Entertainment and Country Head, Technicolor India said, “This year’s CII – BCG Big Picture report appropriately features the games sector in India captioned the “Future is play”. Despite sporadic regulatory hiccups, in some states, this segment is growing at around 30 per cent per annum which is the highest among the animation and visual effects (AVGC) sector. CII is confident that this report articulates the critical inputs to guide future policy thereby creating an enabling environment for industry to grow. The success of India’s media and entertainment will ultimately depend on the ability to scale world-class creative talent in order to capitalize on the global opportunity in this sector.” The report highlights the Media and Entertainment industry’s multimodal growth story. The Indian OTT sector is currently in the scaling stage with strong subscription growth and high investment in premium &amp; original content. The sector is one of the most competitive amongst emerging markets with 40+ players representing all types of content providers. “Cord cutting” (cancelling TV subscription and moving to OTT) is in nascent stages and is expected to be limited in the medium term. “The share of traditional media is slowly declining with increased digital adoption but there is still high headroom for penetration with only 54% of Indian households having a pay TV connection compared to more than 70% in China. For many households, TV continues to be the center of the home and a significant part of family time.” elaborates <keyword id="2680707" type="General" weightage="20" keywordseo="mandeep-kohli" source="Orion">Mandeep Kohli</keyword>, Managing Director and Partner, Boston Consulting Group India. As was the case with other industries, the past year has been a challenging one for the media and entertainment industry. However, the industry has shown remarkable recovery with TV ad volumes bouncing back to pre-COVID levels and expected to continue growing in the future, driven by increased advertising on regional channels &amp; entry of new advertisers. AVOD is now one of the fastest growing ad segments in India driven by interactive ad formats, blending of content and ads and the rise of short form AVOD platforms. One of the major themes in this year’s report is the industry’s anticipated transformation over the next decade. The Media and Entertainment industry is at a critical juncture of transformation, offering rapid growth in some areas. “To realize this growth, companies must tweak their strategies to take advantage of the current market situation. In addition to investing in content and technology to improve user experience, companies should also leverage suitable distribution models to enhance reach, focus on providing integrated ad solutions and offer innovative marketing formats to enhance the value proposition to advertisers.” elaborates Kanchan Samtani, Managing Director &amp; Senior Partner, Boston Consulting Group India. Setting the tone for the coming years, Madhavan said “Our industry has always been at the forefront of disruption and we will continue to innovate over the next decade. We will now need new answers and will need them fast, even on the most fundamental things like talent pool to run our companies and methodology for measuring the impact we are delivering to advertisers on our platforms. We will need to continue to embrace change going forward to create the most value for consumers as well as our partners.”

Media and Entertainment industry bounced back strongly post COVID blip, on-track to reach $55-70 billion by 2030: Report

Checkout West Bengal winner candidate list in Lok Sabha election 2019

Lok Sabha Elections 2019 candidate list for West Bengal

Election 2019: BJP Candidate list for West Bengal

<keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword> with over 217 million monthly active users in India is closely working with marketers and advertisers to discuss how the social media giant can help <keyword id="6358610" type="PERSON" weightage="20" keywordseo="Businesses">businesses</keyword> drive growth. With 2.1 billion monthly active users globally, Facebook currently has 212 million monthly active users on smartphones in the country. "With over 217 million monthly active users in India -- most of whom are active on mobile -- Facebook is at the heart of a mobile-first shopping journey. We want to help all marketers and businesses drive revenue growth by tapping into the shift in consumer behavior towards mobile, and help them adopt practices to drive both penetration and loyalty," informed Sandeep Bhushan, Director, India and South Asia. Some of the top strategies focused on growth marketing includes acquiring customers and generating intent, creativity and measuring what matters. "Facebook's people-based measurement solutions can help measure what's working across channels to enable optimised spending to those attributing to the best results," the company said. Brands and businesses across industries in India are already taking advantage of Facebook's full-funnel marketing solutions. E-commerce and travel brands such as <keyword id="6388367" type="COMPANY" weightage="20" keywordseo="Jabong">Jabong</keyword>, Shopclues and MakeMyTrip have used "Dynamic Ads" to capitalise on intent and find interested customers. The company claims that with Facebook's "Lead" ads, brands like Raymond and Mahindra have been able to drive offline sales while others like GSK, Vodafone, Mondelez and Myntra have leveraged Facebook's measurement solutions to refine their marketing spends. "Facebook in no time (within a period of six months) has become one of the key contributors to our business for orders from retargeting channels," said Saujanya Shrivastava, Group CMO (MakeMyTrip.com and Goibibo.com). According to Siddharth Banerjee, EVP-Brand Communications and Insights, Vodafone, partnering with Facebook on the launch campaign for Vodafone Supernet 4G helped them cut build awareness with the right audience. "With the target audience leaning towards digital, Facebook delivered some of the highest impact across all media vehicles on driving salience and key brand messages," Banerjee said. Facebook-owned WhatsApp has over 200 million monthly active users in India.

How Facebook is planning to help businesses drive growth in India

His mysterious death has always been a hot topic of discussion when Indians sit together to discuss patriotism. Blaming the govt for neglecting investigation in his death case and cursing the <a href="http://www.businessinsider.in/searchresult.cms?query=World+War+%E2%80%93II+">World War –II</a> for the loss of the hero, Indians in general and Bengalis in particular have always been a bit emotional and sentimental about Netaji <a href="http://www.businessinsider.in/searchresult.cms?query=subhas+chandra+bose">Subhas Chandra Bose. </a> 
 
His death has always been a mystery. Some say he was killed in a plane crash in <a href="http://www.businessinsider.in/searchresult.cms?query=Taiwan">Taiwan</a> in 1945, while many believe he was alive years after India’s independence. 
 
And almost 68 years after India’s independence, the government of West Bengal decides to make the secret files about Bose’s disappearance public, thanks to the chief minister <a href="http://www.businessinsider.in/searchresult.cms?query=Mamata+Banerjee">Mamata Banerjee’s</a> endeavour. 
 
The secret files on Bose have been declassified at Maniktala Police Museum in Kolkata this morning by the Police Commissioner S Purakayastha. While the dvd of the files have been given to Bose’s family members, the police haven’t mentioned when will it be accessible for the public. 
 
People aware of the files believe Netaji was alive till 1964. 
 
In 1960s , an intelligence report prepared by the US indicated that Bose returned to India in the February of 1964. Without mentioning Russia, Netaji researchers believe American intelligence units had learned about his imminent return from Russia via China 
 
"The report was prepared by the Office of Strategic Services (OSS), the US intelligence agency formed during World War II that later metamorphosed into Central Intelligence Agency or CIA. Remember, it was in 1949 that Netaji's elder brother Sarat Bose wrote an article: 'Netaji in Red China'. I believe this is conclusive proof that Netaji did not die in 1945," Netaji researcher Jayanta Chowdhury told The Times of India. Chowdhury had concluded before Justice Manoj Mukherjee Commission that the Taihoku plane crash hadn't happened. 
 
Among the contents of the 64 files, US intelligence reports on Netaji's escape from house arrest on January 16, 1941. 
 
While history records that Bose, disguised as a Sikh, was driven away by his nephew Sisir, the CIA report - declassified and published 50 years later in the early 1990s - states that five Sikhs had arrived at 38/2 Elgin Road and all five had left in a wagon. One of them was Bose. But there is no mention of a relative. Intelligence Bureau records contain names of visitors to the Netaji residence on that date. 
 
Another indicator that the Allied powers did not believe Netaji died in a plane crash on August 18, 1945, is the sixth volume of the Transfer of Power document published in the UK after the War. It explored several options about how to deal with Subhas Bose - considered a war criminal for his alignment with Axis powers Germany and Japan - including court martial, deportation to a Sicilian island and a suggestion that he wouldn't be made to surrender or tried "if he stays where he is". 
 
 
Gumnami Baba - the ascetic of Faizabad, who some believe was Netaji - had told his followers, including former INA veterans, about the difficulties he and the country would face from superior powers if his presence became public. 
 
However, the most important file that could have contained definitive evidence on Netaji after 1945 has been destroyed. Only the front page of File No. 12(226)/56-PM regarding 'Investigation into the circumstances leading to the death of Subhas Chandra Bose' is left. The rest of the file was destroyed in 1972 when Congress was in power in West Bengal and Siddharth Shankar Ray was chief minister. 
 
"I believe some historical missing link may be obtained if successive state governments haven't already tampered with the files. While Congress had every reason to distort facts, so do Communists whose role as secret service agents in India during the Freedom movement is clear in the contents," said Chowdhury, adding that there is also a file on role of chief ministers in the Netaji mystery.

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Pearson’s vision is to become the preferred partner of choice for learners, educators and the government: Siddharth Banerjee

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West Bengal Lok Sabha Election Result 2019: TMC leaves BJP behind in the state

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Horlicks taps into the segment of diabetes; launches a new campaign to highlight the importance of fibre consumption for diabetic patients

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PUBG Mobile will no longer be developed by Tencent in India but experts say that may not be enough

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Media and Entertainment industry bounced back strongly post COVID blip, on-track to reach $55-70 billion by 2030: Report

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Checkout West Bengal winner candidate list in Lok Sabha election 2019

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Lok Sabha Elections 2019 candidate list for West Bengal

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How Facebook is planning to help businesses drive growth in India

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Netaji files declassified: So Bose could have been alive till as recently as 1964?

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Pearson’s vision is to become the preferred partner of choice for learners, educators and the government: Siddharth Banerjee

Karuna Sharma

Facebook's Siddharth Banerjee shares the five best creative practices to follow for Mobile Storytelling

Karuna Sharma

West Bengal Lok Sabha Election Result 2019: TMC leaves BJP behind in the state

BI India Bureau

'52 Red Pills': A 52-week hyper-learning adventure

PTI

Horlicks taps into the segment of diabetes; launches a new campaign to highlight the importance of fibre consumption for diabetic patients

BI India Partner

PUBG Mobile will no longer be developed by Tencent in India but experts say that may not be enough

Prabhjote Gill

Media and Entertainment industry bounced back strongly post COVID blip, on-track to reach $55-70 billion by 2030: Report

BI India Partner

Checkout West Bengal winner candidate list in Lok Sabha election 2019

BI India Bureau

Lok Sabha Elections 2019 candidate list for West Bengal

BI India Bureau

Election 2019: BJP Candidate list for West Bengal

BI India Bureau

How Facebook is planning to help businesses drive growth in India

BI India Bureau

​Netaji files declassified: So Bose could have been alive till as recently as 1964?

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Netaji files declassified: So Bose could have been alive till as recently as 1964?