Posts Tagged ‘Blue Yonder’

Dreams to reality….

September 6th, 2010

It’s a beautiful feeling when dreams begin to look real. This week, I spent many “two-hours” smiling to myself just thinking about and experiencing everything that was unfolding around me.
The first round of recruitment of visually impaired guides at the first Dialogue in the Dark centre in India got off to a flying start. The quality of candidates and the enthusiasm that I could feel from the team even though I was many hundred miles away from the scene of action has made me all excited and looking forward to the grand opening in November, 2010. I have often been asked about what’s so special about this exhibition that has made it survive the test of time and impact the millions that it has. I guess it has got to do with the fact that it’s not just about giving the disabled just another job or telling the sighted what it is to be blind. It has got to do with empowerment and respect for the other through a role reversal in a setting that is not preachy and contrived. I have seen the impact this programme has had in many countries where the blind are relatively well taken care of by the state, and I am filled with nervous optimism on what it can do in a country like India. Watch out this space for more updates!
I wrote sometime back about the status of palliative care in the world and how community-driven initiatives like the one run by the Pain and Palliative Care Society in Kerala can be a role model. The EIU report on this subject seems to have generated quite a bit of buzz and spurred an enthusiastic cartoonist to let pictures do the talking. Sometimes, pictures really do the talking, don’t they? http://www.facebook.com/album.php?aid=13338&id=109063229135563.
Inspired by some of the work that organisations like The Blue Yonder, Ecosphere, Help Tourism, etc. have done for the revival of economy through supporting local community initiatives, I really have come to believe that tourism in many ways can be a change maker in bringing about a paradigm shift in the average citizen of the world by making them more aware on how one can really contribute real time to making the world a better place to live. And it was a blissful day long crash course I had this weekend when the members of Green Circuit, an alliance of a few committed responsible tourism leaders across the Indian sub-continent shared their stories and experiences of how one can bring about sustainable change in remote areas while preserving the local culture and heritage through tourism. A real case study in measuring social impact that has been possible through commercial ventures, and involvement of local communities.

when a social cause results in building a commercial global brand

May 16th, 2010

What do you do when you meet someone who sets up an innovative business to fund a movement to bring alive a dying river, and makes it a global brand in 5 years flat? You sit with a smile on your face and mind full of intrigue and having a firm belief that all is really well in this world! Its exactly what I felt when I finally met my cyber friend of many weeks, Gopinath Parayil, the man behind the Nila Foundation that was set up to raise awareness among local communities and the general public alike about the devastation that a dried up river system can cause. Because in India, as is true in many other parts of the world, the river and other water bodies are not merely a source of water. They are the thread around which history has been written, people lives have been intertwined and where the ecosystem draws its energy from. To build a sustainable movement around NIla Foundation, Gopinath set up a responsible tourism company called the Blue Yonder that is a credible global brand name today in the responsible tourism world.

It’s an incredible story. His. One of dogged passion and a survival instinct that only the bitten can possess. And an amazing case study in the power of word of mouth marketing and the business impact right market segmentation and positioning can have. But its different from any other case studies that I have read or come across, because it’s the first time a social project was the cause of the establishment of a commercial global brand, and not vice versa. It’s a story that inspires one to believe that you can be the cause of change, however daunting the cause might be.

And I came away truly inspired and hungry for more…..