WINGS OF WISDOM

w o w @ a l t i u s . a c . i n F E B R U A R Y 2 0 1 1
INDEX
DIRECTOR'S DEN 03

CURRENT AFFAIRS 04

EDITORIAL OF WOW 05

CHRONICLES OF WOW 06

ALTIUS PROFILE OF THE MONTH 07

WOWER OF THE MONTH 08

WORD ROAD 09

OUTSIDER WOWING 10

LONG WAY ROUND 11 WOW EDITORIAL

Student Editor : Natasha Dawani
PHUNNY WOW 12 natasha.dawani@altius.ac.in

WEB-O-WOW 13 WOW Committee

Ruchi Chimnani | Nikhil Sadhwani | Palki Goyal | Prateik
Gupta | Gunmeet Kaur Muchhal | Akash Virani | Meet
MY BLOCK 14
Bhargava | Barkha Mandwani | Neha Agrawal | Shreya
Bhatewara
ALTERNATE FOR US 15

TWEET-TWEET 16

BOOK REVIEW 17

FIRED UP 18
2/2 South Tukoganj, Behind Silver Mall, Indore 452 001
PEER WOWING 19 Ph.: 4020950, 4020945
Email: contact@altius.ac.in | www.altius.ac.in

DISCLAIMER: Views & opinions expressed in the magazine are not necessarily those of
Altius Institue of University Studies. Altius Institute does not take responsibility for
returning unsolicited manuscripts, photographs or other material. All material published
in WOW, is copyright and no part of the magazine can be reproduced in part or full
without the express prior written permission of the publisher. All logos, trademarks and
images are properties of their respective owners.
PUBLISHED BY: ALTIUS INSTITUTE OF UNIVERSITY STUDIES
DESIGN BY: ORANGECOMM
 DIRECTOR’S
DEN
AB KYA KAREIN?
CRICKET ALL THE WAY!
IN THE PREVIOUS ISSUE, WE DISCUSSED THE CAREER OPPORTUNITIES IN THE FIELD OF DEFENSE SERVICES.
THIS ISSUE IS ALL ABOUT “CRICKET” AND THAT IS WHAT I TOO WOULD FOCUS ABOUT (ALTHOUGH NOT DIRECTLY).
Cricket, Cricket and Cricket. What else should be said about
Cricket…! Even before the world cup is over, we have
advertisements of the DLF IPL all over our TV Screens! In India,
Cricket is a religion and the players are worshipped as Gods! Be it
the Cricket season or not, we can always find gully cricket in
progress… thanks to the local municipality, there are not many
roads to actually play gully cricket. Nonetheless, what is there is
there. Although cricket has not been our national sport (it is
hockey, and surprising, most of us would not have known this
before having watched Chak-de), still it is what we do; Cricket is not
a part of Olympics and the last world-cup we won was way back in
1983… still it is what we do!
So what is it that attracts us to cricket so much…? Is it that the
game is in our genes? Is it the ease with which it can be played? Is it
that the whole of India goes for a full-stop the moment India is a
playing team? Or is it the players and the charisma they have on us?
The answer could be a mix of yes or no for these questions. But the
fact remains, we admire the players, we adore them, we love and
possibly wish to be them at some point of time!
So, why wait! Let’s plan a career in the field of sports. Most of you
will agree that sport as a talent has to be developed over a period
of time and how can an article possibly ever teach you how to play a
sport! I agree to your point, but the moment I say that there is a
career in sports; I never actually meant that it was suppose to mean
that you play! There are others ways also for making a career.
The concept of ‘sports management’ has already taken-off in some
of the developed countries. Sports management encompasses
various activities on and off the field needed to ensure the success
of any sporting event.
Event management companies are taking up the management of
various sports events and thus need specialized people in this field.
Apart from this career options also exist in managing sports
personalities – their endorsements, PR etc. In India too, sports
always lacked the professional touch. Things are now changing
with a new generation of people coming in this field and more and
more sportsmen now moving as professionals rather than just
amateurs. We now have formal courses that help produce sports
managers.
03 | FEBRUARY 2011 | WOW INDEX
THERE PEOPLE ARE EXPOSED TO VARIOUS ASPECTS LIKE:
• Social and ethical relevance of sports management
• Sports ethics
• Event Management
• Marketing of Sports
• Sponsorship and Advertising Management
• Audience and Spectator Management
• Media Management during events and for the sports-persons
• Legal aspects involved
SOME OF THE GOOD INSTITUTES IN THIS FIELD ARE:
• Indian Institute of Social Welfare and Business Management
(PGDSM), Kolkata
• Indira Gandhi Institute of Physical Education and Sports
Science (PGDSM), University of Delhi
• Symbiosis Department of Health Sciences (SDHS) – PG
Diploma in Fitness Management (PGDFM)
• Amity School of Physical Studies and Sports Sciences, Noida
• ISB&M, Pune - PG Diploma in Sports Communication &
Management.
For most of these institutes, the admission process involves an
Aptitude test followed by Group Discussion and Personal
Interviews. Some institutes may add certain other test areas.
Therefore, those of you who might look forward to a career in this
field, I request you to start searching the web and particularly visit
the websites of these institutes to know more about the career
options available.
For the rest of us, the gully cricket is always there. Looking
forward to talking to you all about more career options in the next
few issues.
Till then, best of luck to all the students for their semester exams.
May you all emerge as the winners!
madhur.naneria@altius.ac.in
ALTIUS INSTITUTE OF UNIVERSITY STUDIES
I’M NOT AS BIG
CURRENT
AFFAIRS
A CULPRIT AS BEING
MADE OUT TO BE: PM
New Delhi: Pushed into a corner by a spate of scams involving his
government, Prime Minister Manmohan Singh on Wednesday held a rare
televised interaction with the electronic media to defend himself against
charges of inaction.
Singh said that he had nothing to do with the controversial issue of
spectrum pricing as the issue was settled between the finance ministry
and the department of telecom.
SINGH ON RAJA, JPC, BUDGET
PM mentioned the word ‘coalition’ at least 16 times, often to explain
that compromises were unavoidable in a coalition government.
PM indicated that the coming Budget would further economic reforms.
ANIL AMBANI
EXAMINED BY CBI
TIMES NEWS NETWORK
New Delhi: Anil Ambani appeared before CBI officers on Wednesday to
clarify his position on allegations that Swan Telecom, which was granted
2G licence by former telecom minister A Raja, was his front company.
The meeting at the CBI headquarters in the capital lasted about three
hours.
ECONOMY
SET TO GROW 8.6% IN 2010-11
New Delhi: The Indian economy is expected to grow 8.6% in 2010-11,
compared to 8% last year, according to data released by the Central
Statistics Office (CSO) on Monday.
GRAND OPENING
ATHLETES FROM 30 STATES TO FEATURE
IN NAT’L GAMES
ARUP CHATTERJEE TNN
Ranchi: Athletics Stadium and the high-wattage sound system had fallen
silent. The 34th National Games opened here on Saturday in a riot of
colours, the sights and sound taken to a crescendo by Bollywood artistes
and an exploding night sky of fireworks. As sportspersons from over 30
states and Union territories, who had earlier marched in to present a
colourful cauldron, Aruna Mishra during the opening ceremony in Ranchi
on Saturday natasha.dawani@altius.ac.in
WORLD CUP OPENING 18/2/11
OPENING LINES BLURRED
CEREMONY FAILS TO RISE
ABOVE SCRIPT
SUMIT MUKHERJEE | TNN
Dhaka: Eden Gardens,Thursday’s World Cup 2011 opening ceremony at
the Bangabandhu. They looked suitably bemused Sonu Niigaam sang
“Let’s go for glory”, the spirit of cricket song,
An interesting laser beam show, with LED kites in participating teams’
colours, was the most appreciated item of the night till Runa Laila
enthralled with her foot-tapping number dam-a-dam mast kalandar”
and Shankar, Ehsan and Loy got together to sing the immensely popular
World Cup theme song “De ghuma ke”.
GOVT BANS PLASTIC
PACKAGES FOR GUTKA
NITIN SETHI TNN
New Delhi: The ubiquitous gutka and tobacco sachets may soon
disappear from paan shops across the country.
With the Supreme Court leaning hard on it to curb the use of plastic, the
ministry on Monday banned its use in packaging of tobacco goods.
The sale of gutka and other nonsmoking tobacco products has been
major reason for the increasing mouth cancer.
PLASTIC USE: GOVT ACTION AFTER SC WARNING
New Delhi: The environment ministry’s ban on the use of plastic to
package gutka and other tobacco products came as part of new rules
under the Environment Protection Act, 1986 to regulate the use of plastic
waste.
Also, shopkeepers will no longer be allowed to provide free plastic bags,
and municipal corporations have been empowered to set the price the
shopkeepers can charge their consumers.
TIMES SOCIAL NEWS 13/2/11
PDP’s VISION SHOWS
J&K PARTS IN CHINA
SEEMS TO ACCEPT BEIJING ROLE IN AKSAI CHIN, KARAKORAM
1.)Srinagar: In an act that might stir a political storm in New Delhi,
Jammu & Kashmir’s main opposition party, the People’s Democratic
Party (PDP) led by Mehbooba Mufti, has drawn a map that shows both
Aksai Chin and the Karakoram region in China. the PDP leadership made
the power-point presentation of its vision on Kashmir in which the PDP
appears to have accepted China’s sovereignty over Aksai Chin and the
Karakoram region.
SOCIAL NEWS
PARENTS MADE ACCUSED IN AARUSHI
CASE, TO BE TRIED
ENOUGH PROOF TO PROSECUTE DUO: COURT
2.) Ghaziabad: Aarushi-Hemraj murder case, a Ghaziabad court on
Wednesday found enough evidence in the CBI’s closure report to
proceed against dentist couple Rajesh and Nupur Talwar on the charges
of murder with common intention and destruction of evidence.
Special CBI judge Preeti Singh has summoned the couple as “accused”
on February 28 for the murder of their 14-year-old daughter and
servant.
The order led to speculation that Nupur may be arrested and the CBI may
approach the court for the cancellation of Rajesh Talwar’s bail.
CORPORATE NEWS 16/2/11
HAS TOP-SECRET COKE FORMULA
BEEN BARED?
For over a century now, the Coca-Cola formula has been one of the most
fiercely guarded trade secrets of the corporate world. Now an American
public radio show claims to have found the recipe kept in an Atlanta steel
vault and which, it is said, only two employees of the company at a time
know how to mix.
natasha.dawani@altius.ac.in

04 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 EDITORIAL OF
WOW
Cricket has become one of the most exciting games in the
world today and its fan following especially in the Indian sub
continent is immense, where the players hold the stature of
demigods. It is the fastest growing religion in India, beyond
caste or creed. Although cricket is not the official national
sport in India, it begets much more excitement and a greater
fan following than the official national sport Hockey.
The British brought the game of cricket to India. In course of
time, the game found favor with the Indian royalty. After India
gained Independence in 1947, the British left, but the legacy
remained. It did not take long for Indians to make it to the
international arena. The movie stars from Bollywood, the
biggest film industry in Asia, do not even enjoy the similar
status.
There are 3 forms of cricket- test cricket, one day and 20-20, of
which test is the oldest form. It has been played since 18th
century then comes one day. It used to be of 60 overs but now
the format has changed and is of 50 overs. The newest format
has been introduced which is of 20 overs. Test cricket needs
patience and stamina as it is played for 5 days. One day needs
proper leadership guidance and focus. The last and third
format is 20-20 which is the newest and fastest form of cricket.
It is a blend of both patience as well as temperament.
05 | FEBRUARY 2011 | WOW
Cricket is the hot topic everywhere from home to classes,
canteens and streets. People work out their social events,
leaves from office and travel plans tallying with the Indian
cricket team's schedule. There are several instances of Indian
cricket fans arranging elaborate pujahs or going on a
ceremonial fast on the eve of a final game of a significant
international tournament. The middle-class Indian kids of
today do dream of taking cricket as a career. Every child
desires to become Tendulkar.
But the huge cricket mania in India has undeniably turned the
sport into a large industry in the country. A lot of money spins
around the sport and multiplies its effect in the national
economy to the benefit of everybody. The Stock Exchange
Index rises and falls and elections are won or lost centering
round the sentiment of cricket. Top rung corporate
organizations eye the Indian market to launch a product or
sponsor a game.
So, cricket mania in India has a stronghold upon its populace,
which is hard to ignore.
natasha.dawani@altius.ac.in
INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES
 CHRONICLE OF
WOW
ALTIUS INSTITUTE OF UNIVERSITY STUDIES IS A PLACE WHERE PEBBLES ARE
POLISHED AND DIAMONDS ARE DIMMED. THE COLLEGE IS WORKING AS A FAMILY
AND A STRONG BOND HAS BEEN DEVELOPED BETWEEN THE FACULTY MEMBERS
AND THE STUDENTS.

ALTIUS IN
PREVIOUS MONTH
MAKAR SANKRANTI
FESTIVAL OF GLORY AND JOY
Makar Sankranti is one of the auspicious festival of India
which is celebrated on January 14 every year. We the Altius
students had a great time together. We alongwith the
faculty members assembled at the terrace of the campus
and enjoyed flying the kites. It took a form of competition
between the faculty and the students. The press team of
DAINIK BHASKAR and PATRIKA visited the college and
clicked photographs and interviewed students. Further,
on the same day we had a DJ dance party in the campus
itself which added to our fun and fervor and made the
atmosphere lively and pleasant.

REPUBLIC DAY
CELEBRATION
The Altius students Ms. Natasha Dawani, Mr. Piyush
Takhtani and Ms. Ruchi Chimnani cherished the school life
moments by visiting their respective schools Queen’s
College and New Digamber Public school situated at
Khandwa Road. They celebrated Republic Day in the style
we used to do in our school times. They also distributed
leaflets of our college and gifted paper- weights and mugs
especially designed to the school management.

vibhuti.gupta@altius.ac.in

06 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 ALTIUS PROFILE OF
THE MONTH

“SAHIBA”, Her Name Describes Her The Best.

It means Respect and that is indeed her ultimate desire to
lead a respectful life.
She is amiable by nature and believes in the creation of
HER ACHIEVEMENTS
destiny by her own. She is shortlisted for The Pantaloon Femina Miss India
from M.P (2011).
She is very religious and strongly believes in God and loves all
his creations. She has acted in a Bhojpuri movie ‘Gehna’.
She aspires to reach the zenith of success by hard work to
She is a brand ambassador for Paneri Sarees, Indore.
bring laurels to her parents.
Her maternal grandfather (a retired bank manager) is her She was a runner up in ‘Fact Universal Pagent’ in the
Inspiration as he is the one who recognized her caliber and year 2010.
wish to see her at the top of the glamour field.
She has also accompanied Riya Sen, Tapur Chatterji
Other than family, she is inspired by NAOMI CAMPBELL (a
model of Columbia), who is among the top ten super models
and Deepti as a show stopper at the SDPS College,
of the world according to the Forbes. Indore.
Sahiba Patni has made waves in the modeling world.

sahiba.patni@altius.ac.in

07 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 WOWer OF THE
MONTH
Mr. ALOK PUROHIT
CHIEF OPERATIONS OFFICER OF
DAINIK BHASKAR (MP+ CG)
The WoWer of this month is Mr. ALOK PUROHIT, who is
currently the Chief Operations Officer of Dainik Bhaskar. He is
a matchless example of a victorious person with both his feet
on the ground. His core interest is teaching. For him speaking
is an art. He is a great and passionate orator; his voice
personifies of a highly educated personality. He believes that
one should not put a ceiling on learning new things. He sees
each minute thing to teach you a lot. He belongs to an
academic family. His father was a socialist professor. Mr Alok
Purohit completed his MBA from Sagar University in 1998-
2000 specializing in marketing and operations. His initial
assignment was with Nerolac Paints where he joined as a
management trainee and left as a Senior Manager. He worked
there for 10 years.
Then after he realized himself as an ENTREPRENEUR with a
team of four people. He started a company 10 years ago
known as ENTERTAINMENT NETWORK informally known as
RADIO MIRCHI. This was the first station in the country.
Initially he was the station director and left it as regional
director. This all started with a city and he led it to 32 cities
across the country. His job involved a lot of traveling. Usually
he used to travel 6 days a week. There were days which
involved a visit in 3 cities a day. This was the biggest challenge
as it was difficult for him to dig up time for his family. He
commanded over the north east network of mirchi for 8-9
years. He started to manage one station and ended with
managing 11 stations. This company was started by 4 people
08 | FEBRUARY 2011 | WOW
now it has around 900 people. He is proud to owner of the no.
1 station of India. To bring Mirchi at this height was his
challenge which turned into his achievement. He believes that
“Every business could take a person to a certain scale”. As an
initiator he knew everything about the business. So, the
opportunities to learn was restricted as no body could tell and
acknowledge him more for his firm.
He never wanted his knowledge to be restricted to a certain
area and also he never tried newspaper so he wanted to do
that. So he left radio mirchi and joined DAINIK BHASKAR as
COO. He is managing two states i.e., Madhya Pradesh and
Chhattisgarh. He is guiding about 2500 employees. He says
“Everything stabilizes after a period when it reaches to
masses”.
According to him people spend less time reading newspapers,
because of access to technology.
He says Dainik Bhaskar has a strong base of readers and
people do need newspapers with their morning tea. He says
not everyone has the time to spare on the same medium. It
depends on the information that is needed and where it can
be utilized. He believes in if one wants some he will get it any
way additionally no medium can force you to read or listen to
it, if it is your need you will definitely consume it. He says
“written text is always trusted”.
TRAVELING TO HIM IS: He says traveling has two aspects one
is the physical where you have to walk or go to a particular
place, and the other is mental traveling in which you come
across many different types of people and by observation you
learn. He says “every single distance gives you new horizon”.
He loves to learn, and says there are diverse range of people
on every step you take ahead you got to learn quite a lot from
them, you can learn from heir culture, you can learn new
mannerism, new economy, the reason of growth of a country,
the comparison of technology and lots more.
MESSAGE TO STUDENTS: “Prepare for the tough time!”
Today students have easy access to information. The students
are more skilled. They have better education, and multi
dimensional career options. For them the world of
opportunities has opened up. If you want to accomplish work
in an effective manner try to do it with interest else the task
would be nothing more then a burden.
NEWSPAPER AS A CAREER OPTION: There is no need for any
special education to work with a news paper. One just needs
to have the interest and devotion in the work. There are many
areas in which a person can develop himself, like Advertising,
Journalism, and Event Management etc. When talking about
the future of the newspaper industry Mr. Alok quotes “Within
a span of five year this industry will stand on second position in
the country”.
ruchi chimnani@altius.ac.in
barkha mandwani@altius.ac.in
INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES
 WORD
ROAD
JEEVAN
ye jeevan chalta hi rahe,
chahe tu kitne hi dukh sahe.
apne gamo ko parajit kiye ja,
wahi teri shakti hai.
apne karm ko tu nirantar kiye ja,
wahi rab ki bhakti hai.
tu ye na soch tune kya peeya kya khaya,
te ye dekh ke tune kya kiya aur kya paya.
rishi muniyo ne sahi kaha hai, jeevan mei sabse
mulyavaan gyan hai,
aaj ke iss aadhunik yug mei, wahi tumhara maan hai.
jo tune apne mata pita ka pyaar paa liya,
to ye samajh ae dost, tune khuda ka dular paa liya.
karm kar, safalta paa, duniya ka har shikhar chhuna,
magar kisi bhi mod par ae dost, ghamandi mat hona.
jo kewal aasma ko dekhta hai, wahi kisi gadhhe mei
girta hai,
jo duniya ki har raah ka dhyan rakhe, wahi safalta ke
dar dar phirta hai.
ahankar hai ek zeher, usse tu chakhna mat,
kisika ehsaan bhi hai ek karz, isse tu rakhna mat.
karm aisa kar, ki tera sar ho sabse uncha,
par tu kabhi ye na sochna ki koi nahi tere jaisa duja.
ye mat bhool ki dost bhi teri zindagi ka ek ahem
hissa hai,
dosto se saath teri har badi takleef maatra ek kissa
hai.
tu agar kisi mod par udas hai,
bas ye soch ki tujhse kitni aas hai.
ye mat bhool ki galti insaan se hi hoti hai,
magar maaf karna bhi insaan ki hi ek khasiyat hoti
hai.
apne path par nirantar chal, apni raah se mat bhatak,
har musibat, takleef, rukawat ko tu bas dhool ki
tarah jhatak.
jo bhi aaye teri raah mei, unko saath lekar chalta jaa,
har kadam par bado ka ashirwad aur chhoto ki dua
paa.
har galti, har ghatna ke baad, ek naya suryauday
hoga,
09 | FEBRUARY 2011 | WOW
agar tune use nahi pehchana, to tere jeevan mein ye
ek pralay hoga.
zindagi tumhe seekhne ke mauke hazaar degi,
agar tum seekhna chahoge to kuch waqt bhi tumhe
udhaar degi.
uss udhaar ki kadra kewal tu hi jaanta hai,
iss baar tu kuch karke dikhayega, agar tu maanta
hai.
dil mei jo hai bol de ,sab darwaze khol de,
karm kar, safalta paa,
auro ki chinta, tu karna chhod de.
sachche dil se ki gayi mehnat ko bhagwan bhi nahi
thukrayega,
bas tu ye vishwas rakh , jo hai teri kismat mein, tere
paas zarur aayega.
jo hona hoga hokar hi rahega,
teri kismat mein nahi hoga tu khokar hi rahega.
tu uska shok manane ki bajaye kar uske liye mehnat,
sachche jee jaan se jo kiya tune parishram, phir tu
dekh uski rangat.
bhagwan bhi kisi ke sir par udhaar nahi rakhta,
agar tune sabka bhala kiya hai, tera koi bura kar nahi
sakta.
kyu sukh-maya ke liye hota hai tu bechain,
apne karm mein hi tu payega asal sukh chain.
apne mitro, apne parivaar, apno mein hi hai har
sukh,
agar inka ho saath, to cheeti ki bhaati hai har dukh.
jeevan mei har kadam naye log milenge,
un mulaqato se hi naye raste khulenge.
un raasto par chal kuch karke dikha,
tabhi kahin koi naye gul khilenge.
bas ek cheez ka dhyan rakh ki sahi hai teri disha,
varna bahut jald kharab ho sakti hai teri dasha.
dusron ki mehnat ka khaye to kya hai maza,
apni ghot, to samajh aaye, kise kehta hai nasha.
ye jeevan chalta hi rahe,
chahe tu kitne hi dukh sahe.
apne ghamo ko parajit kiye ja,
wahi teri shakti hai.
apne karm ko tu nirantar kiye ja,
wahi rab ki bhakti hai.
nikhil.sadhwani@altius.ac.in
INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES
 WOWING
OUTSIDER
THE GREAT INDIAN
MARKETING MAZE
Changing consumer preferences kept marketers constantly on their toes in 2010.
Lets captures the biggest happenings in the last 12 months and presents the rends
that rocked the world of marketing: Youth Marketing, More for less, Innovations,
Luxury Marketing, Retail, Rural Marketing, Brand Extensions, Brand Makeovers,
Instant Nirvana and Social Media Marketing.
1. YOUNG FOREVER: - In a pursuit to woo the youth, brands
are donning a chic look with sporty colours, new
positioning and customised services.
Eg:-Telecommunication is one big segment, which has
been try to gather as much of heart share amongst this
tribe. Be it DOCOMO or the new colour of Airtel all have
been trying hard to be noticed and remembered. We all
remember the colour sways that Godrej used in their logo
and communications to bring forth a brand which was
trendy & with time.
2. WANT IT AND WANT IT NOW: - Spoilt for choice, the Indian
consumer at times does get ‘unreasonable’. While she
wants products to be delivered instantly, she also wants
prompt service. And marketers are catering to the demand.
Impatience…is the middle name of Indian
Consumers….with option at plenty, and all ready to offer
the best from others, the choice is multifold, hence the
“Waiting” period is gone…God give me patience…but
please hurry…that’s the tribe we are connecting with our
product / services.
3. THE DHANIA FACTOR: - The ‘Dhania Factor’ is getting viral
and spreading to other categories too; and marketers are
encouraging it with offering more to consumers for less
money.
Take the example of the way housewives buy vegetables.
Regardless of whether she stays in an affluent
neighbourhood or in crowded flats, she must get her
dhania and hari mirch free. It has nothing to do with
affordability; it is about sneaking in additional value helping
make the transaction fulfilling. So brands prefer to piggy
ride over each other to ensure more volumes and dissolve
inactive stocks… Mostly seen in FMCG markets, but
surprising now a day White & Brown Goods are making
their cash register ringing through this style.
4. BIG RETAIL FINDS FEET: - With consumers increasingly
getting brand conscious, consumers are hoarding the
branded retail stores; and these chains are doing their very
best to lure them.
With a city radius of not more than 20km Indore alone
houses more than 6 multi brands malls…the convenience
to shop, eat and entertain oneself is so easy today, and we
as consumers don’t even blink our eyes once to pay for it.
5. LIVING IN STYLE: - The Indian luxury market is worth Rs
21,712 crore. While Volkswagen comes with the most
expensive car, BMW has made one of its luxury car more
affordable.
This is a very interesting study…it all started around mid
10 | FEBRUARY 2011 | WOW
90’s when SONY broke the inhibition amongst Indian
Consumers that they were a costly brand. They focused on
price points and promoted their product, and today it has
paid phenomenally good for them, were is LG seen as a
mass brand invested lacs of rupees in communication to
ensure premiumness. At one hand were we see Merc and
BMW bring down their pricing to enter the affluent middle
segment of the rich, spoiled Indian society, we experience
companies like Maruti launching Cars at higher segment. In
short today Indian consumerism is tried to be enchased by
all because the bottom line is they believe – if you have
flaunt it…
6. CHANGE IS GOOD: - A brand for a company is like a
reputation for a person. So if a brand is so integral to a
company’s identity, what makes marketers go for re-
branding or for a makeover.
This NEED AN EXTRA CHAPTER, BUT SOMEONE HAS WELL
DEFIENED IT AS “Change is only constant”. With new
offering mushrooming faster than we blink our eyes, it
imperative to be TOM. (Top of the Mind). Hence it not only
necessary but good for brand health to keep changing the
essence, remember not the character. E.G: - the MTV
logo….
7. TAKING THE COUNTRY ROADS: - So far, small unit packs
have been the popular strategy to lure rural consumers. But
with the arrival of the ‘New Rural Consumer’, marketers are
coming with tailored products especially for rural areas.
There were the hard cash is…much talked about yet not
explored…the Tier II & III cities are were one has to be seen
and get the first movers advantage.
8. THE EXPANSION THEORY: - LG did it and so did Godrej.
Maggi and Brittania were not far behind. All these names
added and multiplied the number of products under the
brand umbrella.
Brand salience & extensions does provide a big boost to not
only the parent product, but ensures a big mind relief to a
consumer. So when we buy a maggi noodle / soup /ketchup
were assured of the quality. Hence an impulsive buy
converts into a conscious decision.
9. MORE OF ‘LIKE’ THIS: - Indian brands are taking to
Facebook and Twitter and engaging the consumer with
promotions, feedback and complaint redressal.
Viral marketing, email contact activities etc are yet to be
explored, and if we say that it’s already happening, then I
must tell you we have not even seen the tip of the ice berg
regarding this engagement tool, hence sky is the limitz
supriyodg@gmail.com
INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES
 LONG WAY
ROUND
AN OVERVIEW OF
THE ECONOMY
MALAYSIA, a middle-income country, has transformed itself
since 1970s from a producer of raw materials into an emerging
multi-sector economy. After coming to office in 2003, the
former Prime Minister ABDULLAH tried to move the economy
further up to the value-added production chain by attracting
the investments in high-technology industries, medical
technology and pharmaceuticals.
Treasury bills, capital market development and supervision.
Indonesia's debt to GDP ratio in recent years has declined
steadily because of increasingly robust GDP growth and
sound fiscal stewardship. Indonesia still struggles with
poverty, unemployment, inadequate infrastructure,
corruption, a complex regulatory environment and
unequal resource distribution among regions.

The NAJIB administration also is SINGAPORE has a highly developed and

continuing efforts to boost domestic successful free-market economy.
demand and to wean the economy It enjoys a remarkably open and
off its dependence on exports. As corruption-free environment,
an oil and gas exporter, Malaysia stable prices, and a per capita
has profited from higher world GDP higher than that of the
energy prices, although the most developed countries. The
rising cost of domestic economy depends heavily on
gasoline and diesel fuel exports particularly in
combined with strained consumer electronics,
government finances has information technology
forced Kuala Lumpur to products, and pharmaceuticals
reduce government subsidies. and on a growing financial
The Central bank maintains services sector. Real GDP
healthy foreign exchange growth averaged 6.8% between
reserves and its well-developed 2004 and 2008. It contracted to 2.1%
regulatory regime has limited in 2009 as a result of the global
Malaysia's exposure to riskier financial financial crisis but rebounded nearly
instruments and the global financial crisis. 15% in 2010 on the strength of renewed
exports. Singapore has attracted
major investments in pharmaceuticals and medical
Year GDP (PPP) technology production
2008 14149.132 5.21 % and will continue the efforts to establish itself as the
2009 13799.529 -2.47 % Southeast Asia's
financial and high-tech hub.
2010 14603.343 5.82 %
INDONESIA, a vast polyglot nation, has weathered the global Year GDP (PPP)
financial crisis relatively smoothly because of its heavy 2008 258.3 BILLION $
reliance on domestic consumption as the driver of economic
growth. The government made economic advances under the
2009 255 BILLION $
first administration of President YUDHOYONO which 2010 292.2 BILLION $
introduced significant reforms in the financial sector including
tax and custom reforms, the use of INFLATION - Inflation and the collapse of the economy have

gunmeetkaur.muchhal@altius.ac.in

11 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 PHUNNY
Wife: Aaj to 5 rupay ke 3 pyaaz mil gaye.
Husband: Kaise??
Wife: 5 rupey ka 1 dukankar ne diya,1 main utha kar bhag gayi aur 1 usne
mujhe phek kar maara!!

Recalled a Bappi Lahiri song, and modified the lyrics: Pyaaaaaaaaz!

Pyaz! Pyaz! Pyaz!… Chahiye thora pyaz, thora pyaz chahiye.

Rajinikanth, the Tamil star, can make onions cry, but can he bring
down its price?

(Advertisement) Where the groom’s side demands Pan Parag, substituting

the pan masala with onion: ‘Humme kuch nahi chahiye, Lekin baratiyon ka
swagat pyaaaj se hona chahiye…’
With Onions and other vegetables discussed so much on twitter, twitter may open a
section called TwitMandi.
So, the thing about onions is - We cry when they’re around and also when they’re
not, yes?

Look around, IT Dept. may raid your house if you buy more than 2 Kgs of Onions.

After few years, onion and some other vegetables will be seen in Jewellery shop.
In government office, instead of money (Bribe) they will ask you for onions and sugar.
House may get robbed by thieves if they come to know about 5 to
10 kgs of onion in the house. So,we have to think of lockers to
keep onions and few other vegetables.
After few years, may be groom's family ask for onion as a dowry
from bride's family:
100kg onions,
100kg sugar,
100 kg potatoes,
100 kg dal…!

Pay your income tax in time and prove your integrity and
patriotism. Your onion purchasing is under the scrutiny of IT Dept.

Police registered a dowry demand case when the groom’s party

demanded onions in sambhar.
"Now smugglers can start to sell onions as they can see more profit
in anything else."
Yesterday’s news in Ahmedabad: 1kg onion bag stolen from scooter.
palki.goyal@altius.ac.in

12 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 WEB-O
WOW

LD
FACT BOOK
World fact book is a reference resources produced by the central intelligence
agency of the united states, it is a website that provides the users with the
information about various countries in the world. The site consists facts and
figures about various countries. The website is partially updated every week. On
the home page of the site one can see two boxes first, is to select the country on
which we need facts and the other is for selecting the year for which we need
facts about the specified country and then click on view facts. The site is used
world wide. It also has a language selection option which makes it easy for any
one to opt for there language. One can even find the breaking world news on the
website with pictures. The site also features health issues and there cures.
The site can be very useful for students as they can get large amount of data
regarding any country for ex. Inflation rate, GDP, GNP, population rate, death rate
and much more ,starting from 2001 onwards one can get yearly data. The data is
represented in tabular as well as charts form which is convenient for the user as
well as understandable.
barkha.mandwani@altius.ac.in

13 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 MY
BLOCK
INDIAN SPIRITUAL
LEADER (1863 - 1902)
He was a well-known spiritual giant of
India who became famous with his
representation of Hinduism at the
Parliament of Religions held in Chicago in
1893. His deep spiritual insight, fervid
eloquence, brilliant conversation, broad
human sympathy, and inspirational
personality made an irresistible appeal to
any one who came in contact with him
14 | FEBRUARY 2011 | WOW
GOLDEN WORDS OF
SWAMI VIVEKANANDA
When there is a conflict between the heart and the brain,
?
let the heart be followed.
A man of intellect can turn into a devil, but never a man
?
of heart.
Religion is not a theoretical but a practical necessity.
?
4. There is no misery where there is no want.
?
The secret of life is not enjoyment but education
?
through experience.
6. Every new thought must create opposition.
?
Renunciation is the withdrawal of mind from other
?
things and concentrating on God.
Do not wait to cross the river when the water has all run
?
down.
The greatest sin is fear.
?
Better the scolding of wise than the adulation of fools.
?
Everything can be sacrificed for truth but truth can't be
?
sacrificed for anything.
If it is impossible to attain perfection here, then there is
?
no proof that we can attain perfection in any other life.
Happiness presents itself before man wearing the crown
?
of sorrows on its head.
If one is a slave to his passion and desires, one cannot
?
feel the pure joy of real freedom.
Strength is life and weakness is death.
?
Let the heart be opened first, and all else will follow of
?
itself.
Even the least work done for others awakens the power
?
within.
The very essence of education is concentration of mind,
?
not the collecting of facts.
the fear of God is the beginning of religion, but the love
?
of God is the end of religion.
Do not give up anything! Things will give you up.
?
Experience is the only source of knowledge.
?
Do one thing at a time and while doing it put your whole
?
soul into it to the exclusion of all else.
Where there is life, there will be death; so get away from
?
life if you want to get rid of death.
The brave alone can afford to be sincere.
?
Never talk about the faults of others, no matter how bad
?
they may be.
gunmeetkaur.muchhal@altius.ac.in
INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES
 ALTERNATE
FOR US
The term mass denotes great volume, range or extent and
communication refers to the giving and talking of meaning,
the transmission and reception of messages. Mass
communication is the term used to describe the academic
study of the various means by which individuals and entities
relay information through mass media to large segments of
the population at the same time.

IT IS USUALLY RELATED TO
NEWSPAPERS
MAGAZINE PUBLISHING
RADIO
TELEVISION etc.
Mass communication which involves information distribution,
this is one to many form of communication whereby products
are mass produced and disseminated to a great quantity of
audience.
Mass communication has spread its wings in many areas
today, which compile the different sections of
communication \, public relations and journalism. Many job
opportunities have opened for the students completing this
course in nearly all the fields of the business organization and
the industries.
The field requires candidates with an all round performance
ability that compiles quality and skills. Various specialties of
the mass comm. category focus on further development of
the candidate in the require field. Let there be no doubt about
the fact that the mass communication industry offers a
plethora of career opportunities in India. It is however
important to understand what to expect from this particular
industry both in terms of what it has to offer and what you will
be required to do.
There should be no doubt regarding the mass communication
sector offering a wide array of choices for individuals. There
are various institutes providing different kinds of mass
communication courses in India. Your options would range
from public relations, journalism, and cinematography to
advertising etc. you can choose the appropriate course that
will equip you with the technical expertise of the field that you
are interested in.

barkha.mandwani@altius.ac.in

15 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 TWEET-
TWEET

shekharkapur Sh
ek har Kapur
or If ppl of India ro
shiTharoor Shashi Tharo 2 India. wld the Indian ar
se against corrup
tio
Sha atters2the wo
m
rld&
by political ch
ange, my fire on it's ow n like Egypt n Tunisia,
Egypt's future expectations can be met n citizens if orde
red?
mic
Not all econo bearable
t freedom makes life more
bu

paulocoelho Paulo Coelho

To people in Tahrir Square: We are all
Egyptians today / Hoje nós
somos todos egípcios

LeoDiCapri
"Instead of o Leonardo DiCap
let’s invest insubsidizing yesterday’s enrio
tomorrow’s." ergy,

le
Harsha Bhog stitutes for a
salary BeingSalmanK
bhogleharsha ple go to top management inere to build careers. h an Salman Kh
in any case if
peo
reason.you go
th "Freedom is n
ot worth havin an
are goin g for the wrong include the free
dom to make
g if it does not
they mistakes"

16 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 BOOK
REVIEW
JONATHAN
LIVINGSTON
SEAGULL
-BY RICHARD BACH
The book Jonathan Livingston seagull is a about a seagull
named Jonathon. The book is written by Richard Bach, who
is a pilot as well as a writer. He generally writes about
flying. The story is about the life of a gull, how he fights for
his dream and all morals he learns. This is an inspirational
story which teaches us numerous things at a time.
The book begins differentiating this seagull from the
ordinary flock. For most gulls it is not flying that matters but
eating. For this gull though it was not eating that mattered
but flight. He loved flying. He wanted to have all the ins and
outs of flying which was not accepted by his flock. His
passion towards flying, outcasted him from his flock. He left
the flock and practiced flying which led him to freedom and
accomplishment of his dream. He self-motivated himself at
the time of failures. He says “We can lift ourselves out of
ignorance, we can find ourselves as creatures of excellence
and intelligence and skill.” His practice took him to new
heights and a new world where he could find gulls of the
same thought as his. He learned more than before. He had
the entire knowledge about flying. He learned to love
nature. He says “Heaven is perfection”.
He teaches us various things which are very essential for
each one of us to lead a happy life and fulfill our dreams.
Firstly, he teaches us to focus on our goal. Then he says
once your goal is determined, you should only ponder upon
the way to achieve it. Secondly, he instructs us not to limit
our learning. Whatever we consider as the limit, mind it my
dear friend, it is not the end but the beginning of a new
chapter in our life. He asks us to overcome our limitations.
17 | FEBRUARY 2011 | WOW
He says our body is nothing more than our thought, you
break the chains of your thought and you break the chains
of your body too. He says “Everything that limits us we have
to put aside”. He teaches us to remain curious about
learning. He says be raw and excited to learn anything and
everything. He also teaches us to act obedient and respect
the elder’s say. He also educates us to be social and grow
with time. For him not only his aim is important but his
friendship also carries a high weight age. He teaches us to
follow our heart; this is explained very beautifully by 2
instances, when he wishes something but cannot follow.
The same in order to respect the elder’s say. He works well
for a while but he is strike by his wish again due to which
he couldn’t continue and finally follows his heart to remain
happy and satisfied. He is a great leader who educates
himself and tutors all who are eager to learn. He loves the
nature and all the gulls even those who hate him. By love he
means he sees the good in every gull the real gull and helps
them to see it in themselves. If this is applied to our lives we,
the humans would be the happiest and the most satisfied
creatures on the Earth.
I suggest every one to read this book. This is a wonderful
book which teaches us a lot many examples making it better
to understand. The lessons given in this book are very
essential for every one. If these lessons are absorbed by us
it will lead to a very happy life. This book is also a
motivational one who encourages us to focus on our goal
with a free mind. Enjoy reading and welcome learning!
ruchi.chimnani@altius.ac.in
INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES
 FIRED
UP
Find the statement that must be true according to the given information.
1. Vincent has a paper route. Each morning, he delivers 37 newspapers to customers in his neighborhood. It takes Vincent 50
minutes to deliver all the papers. If Vincent is sick or has other plans, his friend Thomas, who lives on the same street, will sometimes
deliver the papers for him.
A. Vincent and Thomas live in the same neighborhood.
B. It takes Thomas more than 50 minutes to deliver the papers.
C. It is dark outside when Vincent begins his deliveries.
D. Thomas would like to have his own paper route.

In each of the following questions, you are given a figure (X) followed by four alternative figures (1), (2), (3) and (4) such that figure
(X) is embedded in one of them. Trace out the alternative figure which contains fig. (X) as its part.

1. Find out the alternative figure which contains figure (X) as its part.

(X) (1) (2) (3) (4)

A.1 B.2 C.3 D.4

3. Find out the alternative figure which contains figure (X) as its part.

(X) (1) (2) (3) (4)

A.1 B.2 C.3 D.4

Each of these questions given below contains three elements. These elements may or may not have some inter linkage. Each group
of elements may fit into one of these diagrams at (A), (B), (C), (D) and/or (E). You have to indicate the group of elements which
correctly fits into the diagrams.

1. Which of the following diagrams indicates the best relation between Travelers, Train and Bus ?

A B C D

natasha.dawani@altius.ac.in

Send in your answers to

firedup@altius.ac.in
to win exciting prizes

18 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES

 PEER
WOWING
"MONEY IS THE ROOT OF ALL EVIL, AND YET IT IS SUCH
A USEFUL ROOT THAT WE CANNOT GET ON WITHOUT IT
ANY MORE THAT WE CAN POTATOES."

Humans rely on money for a better life as much as they rely on
water to live. In today's scenario, we people look to race, where
everyone wants to be wealthy, people tend to use shortcuts and
other various means which are unproductive for the society.
Money is the main requirement of the terrorist groups, also.
They either flock in wealthy people in their groups, or look to
fetch money from them by hook or by crook. This money is used
for buying arms and ammunition which are used to destroy the
peace of the world. Today the world wants peace but it is being
divided into pieces by discrimination on the basis of rich and
poor. People try to be different and in this race have forgotten
the basic principle, humanity.
Our nation, as corrupt as it may seem, has not always been this
way. In the early ages, amassing the most money was not always
the main goal. Happiness and a beautiful family were top
priority.
Although money is good at times, it is basically the root of all evil.
Over time, it has shaped people into greedy and overanalyzing
human beings. People may ask themselves the simple questions
like why do thieves steal? Why do politicians defect their parties?
Why do brothers quarrel for property? Why people do a lot of
work, forgetting about their families? They all come to the
conclusion that it is all the game of money. Whoever plays it gets
trapped in it and just wants one thing and that is money. It is
money which leads to corruption. Money leads to theft,
murders, gambling, and all other evils. Rich people who have a
lot of money are still not satisfied; they still want more money, as
if they are going to take these things to heaven when they die.
Such is the power of money which can make people run behind
it, leaving their family, friends, morals etc. money is the only
cause of all evils.
"MONEY MAKES DEMANDS, MONEY LEADS TO QUARREL"
"MONEY IS SO DESTRUCTIVE THAT IT DESTROYS OUR MORAL"
"MONEY IS REALLY THE ROOT CAUSE OF ALL EVILS".
nehaagrawal@altius.ac.in

neha.agrawal@altius.ac.in
19 | FEBRUARY 2011 | WOW INDEX ALTIUS INSTITUTE OF UNIVERSITY STUDIES