What happened at the end of a recent panel discussion on ’empowering adolescent girls’ as part of the annual conference of the Indian Philanthropy Forum can only be termed “guerrilla marketing”, although it might not fit the conventional definition of the term. We were an audience of about 200, three-fourth of this being women, from relevant organisations, business schools, the press and others. Given that the event happened at the Taj at Colaba, Mumbai (you know why you know the Taj), the audience was an appropriately privileged set.

The panel had just finished its discussion and it was time for questions. Suddenly, a lady in the front takes the mike, and says (and I quote verbatim):

“Hello everyone, I am Aparna Piramal Raje.” Oh ok, the name sounds familiar, I think. “I studied at Harvard Business School and I speak up because that’s what they have taught me at Harvard Business School. I am lucky to have been born in the family I was…” She then highlights some very commendable points on empowering women, such as holding “two half shifts” instead of one single shift on the shop floor, in order to enable women employees to balance work with family needs.

All is well and good, and it seems that she would end her words soon and pass the mike. However, we are in for a surprise. APR holds up and waves a newspaper. I cannot decipher the name from where I am sitting, craning my neck. She says, “If you really want to empower women, read a newspaper whose editor is a woman.” The logic isn’t very clear to me, but no explanation is forthcoming. “Both Mint and <another business newspaper> are edited by women.” (She took the name of the other paper, but I no longer remember accurately what I heard.) “Between the two, Mint has more ethics. And so you should all read Mint.”

With that, APR’s monologue is done.

You don’t believe this happened?! I agree, the whole story does sound incredible. The audience did not utter a word. The mike was passed and the next question taken up. While leaving the hall, I noticed that on a table beside the exit were placed a pile of free copies of Mint. Mint does not figure among the “key supporters” of the conference as listed on the Forum’s website.

I later found online that APR is a columnist for Mint, and dare I say, a very loyal one too.

Now what do you think of this?! Here was a “guerrilla” who struck audaciously to “market” her product. Was it right? If it was not right, was it wrong? Why even bother? Right or wrong, it’s an interesting world!