A TALE OF TWO BRANDSthe story of Ramayana

Tirtha Bandyopadhyay

dedicated to the greatest scholar of all times – Dashanan Lankeshwar Ravana

Prologue

Every Dussera, we celebrate the victory of ‘good’ over ‘evil’ by burning the effigy of Ravana, the ‘demon’ king of Lanka, the ‘monster’ who kidnapped Sita, the consort of Rama. Pragmatic persons state that this war was actually not fought physically but it is always within us and Rama signifies the ‘Vinashak’ of the ‘Asura’ Ravana in our mind. Fair enough. But this presentation has been made to dissect different elements of both the protagonist Rama and antagonist Ravana of Ramayana with the understanding that they were normal humans who fought the war. Nothing supernatural has been taken into account. You must have heard that scientists have stated that the Rama Setu is a man-made structure of shoals. Let that debate take its own course. We will attempt to manage these two brands – Rama and Ravana with whatever data, qualitative or quantitative known. Aryan – Non Aryan Theory is totally dismissed. Cast of original Ramayana has been simulated first in the light of contemporary management principles with some alignment to marketing and brand management concepts. Excuse that misadventure. Also remember, Ramayana is a South East Asian event. Please have an open mind.

Concepts

Devas – A large successful corporate house

Asuras – A rival firm with higher growth potential

Vishnu – Chief strategist/ CEO of Devas

Sumali – Chief strategist/ CEO of Asuras

Rama – Seventh brand marketed by Vishnu, replacing Parsurama

Ravana – Single brand marketed by Sumali

Important sub brands of Rama – Lakshmana, Hanuman, Sugriv

Important sub brands of Ravana – Indrajit, Chandralekha, Kumbhakarna

Important co-brands – Vibhishana, Vali

Brahma, Shiva – Neutral Business School Professors

Target market – South East Asia

Marketing tools – Brahmashtra, Shakti Shel, Chandrahaas, other weapons

Brand Managers – Authors of Ramayana across South East Asia

Organizational structure and culture

Parameters Devas Asuras

CEO Vishnu Sumali

VP (Sales & Marketing) Indra Ravana

Formation Matrix Hierarchical

Salary Caste – based Merit – based

Incentives On recommendation On performance

Gender Patriarchal Egalitarian

Technology Tested Advanced

Methods Traditional Innovative

Growth rate Flat Accelerated

Listing As a PLC Family owned

Brand Elements discussed

• Ancestry, birth and childhood• Education and military training• Youth, marriage and family• The King• The Scholar• Important sub brands• Important co-brands• Sita and Mandodari• Climactic battle of Lanka • Death and legacy

Ancestry, birth and childhood

Ravana was born to sage Vishrava and Asura princess Kaikesi. His paternal grandfather was the great sage Pulastya (one of Saptarshis) and maternal grandfather was Sumali, King of Asuras. Ravana was half Brahmin and half Asura, thus gaining the status of Brahmasura – a lethal combination with the knowledge and radiance of a Brahmin and the physical prowess and glamour of an Asura. Sumali, the Asura CEO wanted to stop the dominance of Devas and had wanted to destroy them from within. So he asked his daughter Kaikesi to marry Vishrava who was enthralled by her exotic beauty. Kaikesi gave birth to four beautiful children – Ravana, Vibhishana, Kumbhakarna and Chandralekha. Vishrava, from another marriage had a son Vaisravana (Kubera), the treasurer (read VP – Finance, probably insisting on cost control) of Devas and elder step-brother of Ravana. Golden Lanka was actually owned by Sumali, the powerful Asura which was taken over by Vishnu and gifted to Kubera from whom Ravana would seize it later to fulfill Sumali’s revenge.

Ancestry, birth and childhood

Rama was also from royal descent of Ikshvakuu dynasty, of course, a Suryavanshi or Raghuvanshi (named after his famed ancestor Raghu) however, his father Dasharatha was a small chieftain king of Ayodhya and mother Kaushalya was a princess from a small Koshala kingdom. During launch, Ravana as a brand is stronger in terms of pedigree and family status but expectations are also high from the stakeholders (Sumali who wants to make him powerful and lethal and father Vishrava who wants him to be learned, pious and scholastic). Rama, on the other hand, is free to enjoy his childhood and has to wait for the D – Day. He is Vishnu’s seventh brand for the sole purpose to kill Ravana. He has to wait for the existing brand Ravana to get stronger and reach the mature stage in order to kill him and establish himself as a brand. Without Ravana, he is a nobody. And as a child both showed potential of great warriors but Ravana was remarkable not only in physical feats but also in Vedic studies. Vishrava was able to make his son a scholar.

Education and military training

• Rama was a Kshatriya and as per norms of those days had no scholarly tutelage but his martial training was done along with brother Lakshmana under the sage Vishwamitra. He gained spiritual knowledge also from him. Vishwamitra is credited to have composed the ‘Gayatri Mantra.’ Rama was very obedient to him and they had become more of friends later.

• Ravana was arrogant but at the same time a bright student who soon mastered the four Vedas and six Shastras (the total ten scriptures representing his ten heads as ten dimensions of knowledge). He was also booked for disturbing the sages in rituals because he could not withstand the pain of seeing animals sacrificed (mark this).

• Vishrava probably disowned his Asura family later after watching Ravana having an anti – Deva tilt and he came to Sumali with his mother and three siblings. Then started his military training under Sumali.

• He studied at the schools of Brahma and Shiva later and was gifted with the best of celestial weaponry and deep Brahminical wisdom.

Youth, marriage and family

• Ravana set out to market his brand by leading Sumali’s Asura team. It is then he met Mandodari and it was love at first sight. Mandodari supposedly was from Bali (if Ravana’s South Indian ancestry is correct) or from Mandor in today’s Rajasthan (if Ravana’s North Indian ancestry from Bishrak village near Noida is correct). Whatever it is, Mandodari was the daughter of celestial architect Maya and was beautiful and pious. Even Hanuman while first time in Lanka was surprised at her beauty and thought her to be Sita. Thus, Ravana got a right match in Mandodari.

• Rama claimed Sita at the Swayamvar after breaking the Shiva – Dhanush. Even he convinced Parsurama, his predecessor brand by shooting from the Vishnu – Dhanush, his natural weapon. These two events spread the fame of Rama as a strong and valiant warrior. For the first time, the brand marketing of Rama has started and Ravana was already famous or notorious or both, depending on the audience.

The King, The Scholar

• Ravana had mastered the six Shastras and four Vedas and this knowledge of ten dimensions is symbolic with his ten heads. One dimension was permanently devoted to Shiva symbolized by decapitation in front of him. This reflects his humility and passion to learn in front of his guru.

• Lanka saw great technological advance under him. Trade and commerce links were established as far as Gujarat and even the West. The scientific progress is easily traced from the mention of Pushpaka, his air plane. One can always laugh at Pushpaka as a figment of imagination but there are researchers working hard on this. You want only Wright Brothers to invent the air plane? How could our temples have nine planets much before Kepler told of planetary movements? Please stop laughing now.

• His battle strategies and defense mechanism were unparalleled.• He was the greatest physician of his times and had deep knowledge of herbs and

their medicinal values. It is believed that he had cures for most of the diseases and used to treat the people of his kingdom even on his own.

The King, The Scholar

“The celestial bodies were under his command and he even repositioned the nine planets to evolve the best birth time for son Meghnad (Indrajit)” – well, this can not be true but definitely it points out his knowledge of astronomy and the planetary movements. “Ravana Samhita” was an astrology book authored by him and is used as a reference book in astrology even today.

It is believed that music is the highestorder of knowledge. Ravana was greatmaestro of the Veena (in the picture). His flag also contained its image notvery much fitting for a ‘demon king’.

Ravanahatha is an ancient violin once popular in West India and Sri Lanka. (Trade links??) Rajasthan folklore credits its invention to the musician Ravana.

Brand Perception so far

Attributes Rama Ravana

Pedigree Respectable Noble and aristocrat

Education Normal Hard earned

Family Disturbed Consistent

Wisdom/ Knowledge Not even an USP His very USP

Martial skills Archery Multifarious

Market reach Part of North India South East Asia

Personal traits Upright, Restrained Proud, Indulgent

Bandwidth Regional Global

Brand life cycle stage Nascent stage Growth stage

Management style Efficient (right deeds) Effective (doing it right)

Style statement Maryada Purusottam Dashanan Lankeshwar

Brand Managers’ worries

So, what’s wrong? Both are good and catering to different market segments. Rama stands for the aspirant class and Ravana for the rich and famous. They are so very different and satisfying consumer needs as per the segmentation. Demographic segmentation is clear – young (Rama) and mid-aged (Ravana).

No, something is wrong. Ravana is growing faster and almost attaining the supremacy of the universe. He is more collective and Rama is individualistic. Rama is still at a nascent stage and can not grow without Ravana. He is able to perform only at the cost of Ravana, the sole purpose of his life. After all, for whom are those invincible arrows made except Dashanan? Only Ravana can take his powerful shots and glorify his strength, nobody else. Without Ravana, he is a Mr. Nobody, a diamond uncut a and treasure buried. Brand Managers now introduce Chandralekha to make Rama come closer to Ravana.

Chandralekha – the crucial sub brand

The curious case of Chandralekha/ Meenakshi (please do not call her Surpanakha, for beauty’s sake)

Dandakaryanya, where Chandralekha saw Rama – Sita – Lakshmana trio and fell in love with Rama was Ravana’s territory and as a widowed sister of Ravana she was entitled to visit any place there and in fact, the trio were intruders. She had asked for Rama’s hand but had her nose cut by Lakshmana. What a strong display of respect to women? What a splendid act to attack someone in her house where they themselves are intruders? Chandralekha is the root cause of ‘Sita Haran’ and after his loving brother heard about this, he had wanted to exact her vengeance by kidnapping Sita. No justification, simply narrating the sequence of events. The real truth will unfold eventually, slowly.

Sita Haran – the brand manager’s solution

Among all brand managers, Valmiki had been themost descriptive about the ‘Sita Haran’ with manyreferences to Ravana’s lustful nature but well acrossSouth East Asia, many brand managers do not evenmention the killing of Jatayu, the bird. Many are ofthe opinion about captivating an intruder in his ownterritory, that too without permission and even having the audacity of humiliating his sister. An able administrator would just do that in order to preserve law and order in his kingdom. Did he molest her? NO. Not even in Ashok Vatika back in Lanka. Why?

One question haunts all. Why kidnap, not kill her ? Why did he not hunt Rama and Lakshmana, the true culprits of Chandralekha? Why would such a scholarking fall from dignity just for a girl half his age? This is where Valmiki is silent in the same way he was about the birth of Sita. Where did she come from?Painting by Raja Ravi Verma

Successful launch of brand “Vinashak”

. The picture is about the famous momentof Rameshwaram where Rama assumeshis “Vinashak” form for the first time andaims the “Agni Van” (The Fire Arrow) to The Sea and threatens to dry her up if shedoes not co-operate in “Setu Bandhan” byhis army of monkeys and bears. Nothing can stop him now to get back his wife andmost important, nothing can come betweenhim and Ravana, the brand he has to killto capture his own market share. Withouthim, he is still a nobody, a treasure buried.

Consumer speaks: Come on, lad. Make it so.He is like 007. Goes on and on. We need newbrand. Half his things we do not understand.

Successful culling of “Gyani Ravana”

Consumers: We thought you are pious. Abducting someone’s wife? Shame on you.Ravana: But my sister….……Consumers: Shut up. That can not be an excuse.Ravana: But Sita is my…………..that jungle boy…………....” Consumers: Oh, crap. Just stop it. Rise from your worship and get ready for war. Ravana: But I have so much work to do. Lanka needs me. South East Asia needs me.Consumers: Do it later. In hell. Now face him and Vibhishana.

Vali – the invincible

Following separation with his brother Sugriv, Vali was ruling in Kiskindha and Rama was invited by Sugriv to kill Vali and give back Kiskindha to him and in turn Rama negotiated to get his help for the Lanka war. Rama killed Vali from behind a tree when a duel was staged between two brothers and Vali was not aware also of Rama’s presence. In his death bed, Vali had asked Rama about his Kshatriya code of war conduct to which Rama said that a king, while killing a deer does not see if the deer was watching him or not and likewise he did not mind if Vali, a non human ( read as tribal) was not aware of him. The same Vali had earlier defeated Ravana and impressed at his valor, Ravana had offered him his friendship. If Vali had survived, he would have joined the war on Ravana’s side to rewrite history but after his death, the slot was taken by Sugriv on Rama’ s side. Brand recall of Vali along with Ravana is very positive always but with Rama, even Rama’s followers try to evade the topic very fast.

The two brothers of Ravana

Kumbhakarna

He was not pot – bellied and a monster who drank blood. Like all Ravana family members, he was also handsome and educated. He preferred to fight on his brother’s side even though Ravana did not return Sita as per his request. In the process he never complained again and welcomed death in the war.

Vibhishana

Because of his mild nature, Ravana loved him most and was fiercely protective about him but he preferred to join Rama after kidnap of Sita. Was it only his virtuous nature or something beyond that? What about being a brand franchisee of Rama after the war? It actually happened. He became the king of Lanka after fall of Ravana. Was it again Rama’s magnanimity or sheer compulsion of market access given the distance? Across South East Asia, any family quarrels invariably takes Vibhishana ’ s example as Ghar Shatru (House Enemy). His followers (consumers) in modern Sri Lanka is fast diminishing.

Mission Impossible: Battlefield Lanka

Ravana had seven sons all of whom were killed by Rama’s army. • Akshaykumara, Ravana’s youngest son of just sixteen challenged

Hanuman after the later had started destroying Ashok Vatika. Hanuman was impressed by the young warrior’s skills but had to finally kill him.

• Atikaya, Ravana’s second son was slain by Lakshmana after Vibhishana told the later the secret of killing him.

• Devantaka and Narantaka were killed by Hanuman and Angad.• Mantha and Yohmoththa were also killed by Rama’ s army.• Trishura was killed by Rama himself in a duel.• Indrajit (Meghnad), Ravana’s eldest son and the only son left joined the

war after the fall of Kumbhakarna. He had defeated Indra once (Indrajit) and he was master in air strikes (Meghnath) and was the crown prince of Lanka. He was unconquerable unless he was unarmed. Vibhishana knew it.

Mission Impossible: Saptami to NavamiSaptami: Indrajit fought gallantly after challenging Rama and Lakshmana from their hideouts and defeated both by tying them in the Nagapasha or Serpentine Trap but Vishnu sent his chauffer Garuda to drive away the serpents. A timely back up – Rama thanked his CEO. It was close. He could feel death so close.

Asthami: Lakshmana was hit by Indrajit with Shakti Shel and his life would run out before sunrise unless Sanjivani was administered. Overnight logistics support by Hanuman by carrying the whole Dronagiri to Lanka from The Himalayas ensures life.

Navami: Lakshmana’ s lucky day after he was medicated and he headed for the third round with Indrajit. Vibhishana knew that Indrajit remains unarmed while worshiping. He took Lakshmana there and Lakshmana charged. Indrajit was first very astonished. “He calls himself a Kshatriya, attacking an unarmed man at worship” – he thought but soon regained and escaped after hitting them with the Puja utensils. They met again in one of the fiercest battles of history. Indrajit resorted to his best of air strikes staying himself invisible surfacing only to catch Lakshmana off-guard but Lakshmana was now unstoppable. He beheaded Indrajit with the lethal strategy of Aindastra sent by Indra, VP ( Sales & Marketing). Indrajit’ s wife Sulochana entered the funeral pyre with him and became a ‘Sati.’ Bravery of Indrajit and Akshaykumara are always remembered and till this day Indian parents name sons by them (Ravana’ s indirect brand recall).

Mission Impossible: Vijaya Dashami

Ravana, now devastated, comes in an open fight with Rama. All his sons, the generals and Kumbhakarna are dead. He is on his own now. Earlier on the first day, he was defeated by Rama. Now it is his turn. Both exhaust their powers on each other and the whole battlefield watches in fear. Rama’s steely half-naked body is blue in rage and he appears more handsome. Even Ravana is also impressed at the young warrior’ s skills. Indra had sent his own chariot to Rama as because he was fighting on ground barefoot and Ravana on chariot. Devas were ensuring all support functions to Rama but Ravana could not be killed because of the ‘nectar of immortality’ stored in his navel. Brahma had endowed him with this while he was doing advanced studies in his school. He kept refuting one attack of Rama after another. Rama was tired and confused now. Indra, his VP sends the message that he should use the strategy developed by Brahma himself (The Brahmashtra) to destroy the ‘nectar of immortality’. Rama worships Surya (The Sun) to help him invoke The Brahmashtra.

Mission Accomplished: Vijaya Dashami

Ravana smiles to himself. “Young warrior, you know it and you know it well but I have The Chandrahaas (Smile of The Moon) and this was taught to me by Shiva. It is a counter strategy for The Brahmashtra.” He is about to invoke it but suddenly remembers Shiva’ s warning that Chandrahaas is only for noble use and not for destruction. He could now see the certainty of death but he stared through it in its eyes. He could not disobey his great teacher. Using the Chandrahaas against Brahmashtra means complete obliteration of market. He could not let that happen. What would brands do without a market. He loved his consumers above all.

Rama is ready to launch. For once he trembles – killing an unarmed warrior is not fair – but Sita’ s face comes in and overlaps all feelings. He takes his unmistakable aim at his wife’s kidnapper, lets loose the ammunition setting its fight straight to the ‘nectar of immortality’ like a heat sensor missile. Ravana’ s navel explodes in a terrible blast destroying all of the nectar. Dashanan Lankeshwar Ravana, the most learned king falls on his beloved Lanka’ s soil already soaked, smeared in blood. Mission accomplished – Rama sends the confirmation to his boss Indra.

Ravana Raaj & Ram Rajya

Rama hurriedly says Lakshmana “Go to him and take his knowledge of administration and political science. He may be an Asura but also a Maha Brahmin. We need his knowledge back at Ayodhya.” Lakshmana sits near Ravana’ s head and Ravana sees away from him in his usual pride. Bored Lakshmana goes back to Rama and reports. This time Rama goes and to Lakshmana’ s surprise, sits near his feet and with folded hands begs him to share his priceless knowledge.

Ravana smiles. “Now you are my management trainee and me your trainer but promise me that Lanka would not be destroyed any more.” Rama agrees and after the crucial knowledge transfer, he goes silent. He remembers his parents, siblings, wives, children, his Lanka, his people, his officers and men and his colorful life and wishes to be born again like that. And yes, he remembers Sita (Ok. Enough). But he wants her also, and even the doom she brought. Ravana breathes his last.

Ravana Raj is a derogatory word in today’ s context and Ram Rajya an ideal state of administration and management but Ravana’ s knowledge is the very basis of Ram Rajya although Rama could never use it effectively.

Death and Legacy

• Rama orders a grand funeral for the last Asura king of the world. Ravana’ s all sons were dead and so Rama himself performs his funeral with Vibhishana. The whole of Lanka was crying but it was Vibhishana who cried the most. His protective brother is no more. He is on his own now. But is it not what he had exactly wanted? To have his own niche market?

• Rama appoints Vibhishana next ruler but as GM reporting to VP Indra and not independent VP like Ravana reporting directly to CEO Sumali. That was a part of the Brand Licensing Agreement. He also makes Sita walk on fire to test her purity. These events restore his brand imagery from “Vinashak” to the earlier one of “Maryada Purusottam.” He now needs it.

• Rama takes the return flight to Ayodhya with Sita and Lakshmana in the Pushpaka Vimana hijacked (sorry, gifted by Vibhishana). Corporate headquarters of Devas congratulates him for the new brand acquisition. A fourteen years expatriate Rama assumes office in home country corporate.

Death and LegacyA temple rock carving in Java, Indonesia showing the death of Ravana and mourning by Mandodari and thewomen of Lanka. Both inside and outside India, there are many statues , memorials and ballads about him.Why would people venerate an ‘evil’ king so much?

Insignia of Galle Face Hotel, Sri Lanka showing Ravana and Mandodari in Pushpaka Vimana. Wish to see state airlines of Sri Lanka named as ‘Pushpaka’ rather than Sri Lankan Airlines. Devil’s Flight??

We burn his effigy to shun our mental evils. Fine. Why does our government commemorate him in a stamp? Just a wish to respect his wisdom? There is something peculiarly missing in the whole branding in Ramayana. History, after all, is written by the victor.

Ravana, Mandodari and Sita – few questions

• Thai Ramayana says that Hanuman had taken the form of Ravana, violated Mandodari and also tricked her to reveal the secret location of magical arrows and stole them which Rama would later use to kill him. She was later married to Vibhishana by Rama to prevent a suicide (Really?) This lady is respected as one of ‘Panch Kanyas’ (Five Virgins) along with Ahalya. Kunti, Draupadi and Tara. Taking their names even dispels sins.

• Rama is not respected for making Sita walk twice on fire, once as his own test and next for the sake of a washer man’ s word. He treated women that way; used his wife to uphold his own brand of justice. In the second fire ordeal, Sita preferred to enter ‘Mother Earth’ than to testify – an indirect refusal and probably a justified refusal to Rama’ s whims of justice.

• Sita’ s birth remains a mystery. Who was she really? Where did she come from? Why did Ravana never hurt her even after the fall of all his sons and Lanka was burning? In his death bed also, he never talks to Rama on her.

The missing link

• Ravana did what a father could best do for a daughter. Yes, you are reading it correct. Sita was his first child and eldest of all. His own astrological predictions were that the child would end his race and bring disaster to Lanka (prediction was anyway correct). He himself mastered the game plan of placing her in the field just to be found out by a childless King Janaka. Even he was there to bless her in the Swayamvar where she married Rama.

• His heart broke when Rama took Sita to the exile and was tomtoming around like a vagabond in the jungle with no specific objective in life but he was devastated when Chandralekha was humiliated by Lakshmana. How could he see his daughter in the hands of such persons? He ‘kidnapped’ her.

• He revealed it to Sita but she either did not believe it or hated Ravana for dumping her at birth. Ravana could not get her approval and remained all along silent throughout the war about her. Now please go through the PPTs all over again and try the missing gaps and unanswered questions. Perfect?

We do not hate Ravana but hate the fact that we can not be him. He is our reflection we want to be but can not be. He is the reality of life. He inspires life. Rama brings death. He had been a scholar and a warrior, a doctor and a general, a judge and a musician all at the same time. His versatility is his brand DNA and his pride is an icing on the cake. It suits him even if it destroys him. Does not matter. He is resilient. As a premium brand he will not be understood by all and his effigies will burn. Does not matter. He is brand eternal and so needs no ten sub brands like Vishnu. He is the steel of the sword and the purity of knowledge. He is justice and hope. He is the Dashanan Lankeshwar Ravana.