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JIYO DIL SE – ‘Living with your heart on your sleeve’ is the title of the book by powerhouse named HARRISH BHATIA, CEO MYFM. It is also the philosophy of 94.3 MYFM, the FM brand from DB Corp. The book is a ‘Brand Book’.
Harrish is the leading force behind unique and consistent representation of brand MYFM. He has been the brand leader from the time of birth of the brand. He has seen the brand take shape and grow. He has seen the brand philosophy evolving, getting tweaked, misinterpreted and course corrected many a times. He has seen it rejuvenating and getting stronger by the day. Credit to what 94.3 MYFM is today, rightly rest on his shoulders.
I was closely associated with MYFM in its formative years. I was there when ‘Dil Se’ the earlier version of this tag line was born one August afternoon in Jaipur. It was debated and scrutinised. Erstwhile EURO RSCG was the agency on board at that time. In many ways the foundation of ‘Jiyo Dil Se’ was laid that day in Jaipur. But ‘Dil Se’ has evolved into its newer and more robust avatar under Harrish’s Leadership.
In Bhaskar, MYFM is perhaps the most distinctively crafted brand. Maybe because the leaders at MYFM always ensured that everyone followed brand guidelines to the ‘T’. It in process remained young and vibrant. Maybe being in radio, it has its own sweet spot based on the freedom to experiment.
‘JIYO DIL SE, Live your dreams’ with a foreword from Sudhir Agarwal, MD, DB CORP LTD, is primarily an understanding of brand’s philosophy. As Harrish puts it, it is not a fancy tag line; it is a way of life.
The book presents 10 distinct auras of ‘Jiyo Dil Se’ to the reader. They are ‘Be your own role model’, ‘Don’t get under pressure’. ‘Enjoy’, ‘Let Loose’, ‘Live the moment’, ‘Live with self-pride’, ‘Obsession’, ‘Optimism’, ‘Work with passion’ and ‘Being Social’.
The 10 auras in their presentation have used celebrities t bring alive the meaning. Celebrities like Sonam Kapoor, Navjoot Singh Siddhu, Aamir Khan, Rannvijay, Geet Sethi, Madhuri Dixit and many more represent a specific trait of ‘JIYO DIL SE’. A celebrity with their open life and perceptions makes it easy for the reader to relate with the concepts.
I believe there is a disconnect. It is neither with the use of celebrities nor with the choice of celebrities. Disconnect is in the brand missing on an opportunity.
MYFM covers a market that is hugely rich in culture and heritage. Surely there were jagbeeti aur aapbeeti stories (involving someone else or self) readily available to share and amplify the 10 commandments. It would not only have made it more colourful but also more impactful. You would not rush because you knew the celebrity and can relate faster.
I personally am uncomfortable in using B&W images of celebrities. My design sense says using illustration or stark polarised pictures would be better. Not oily it would have not impacted budget but it would have added drama to the chapters. But I am sure it was never the focus.
It is small book – 100 pages. It is well written. The narration is smooth. The stories are simple, familiar and interesting. The chapters are too the point and sharp. Seems Harrish was in a hurry.
JIYO DIL SE. LIVE YOUR DREAMS by Harrish Bhatia, Published under ‘Green Chillies and Line’- an imprint of Matrix Publications. Pages 100. INR 250. Maybe a bit over priced.
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Brand Books are a new and developing area of brands sharing their philosophy, stories and anecdotes by publishing books. These are different than the autobiographical accounts of brand owners.
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Full DISCLAIMER: I was gifted the book by Harrish Bhatia.
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