Goan Tycoon - DECEMBER ISSUE 2022

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Franchelle Studios

academy
estellaR
advertising financial planning Founded in 2018
Franchelle Studios provides photography services for events as well as for fashion and product photo shoots Marketing guru Rohini Gonsalves talks about advertising and the core elements of a successful ad campaign Volume 1 Issue 7 December 2022 Tycoon Goan Navigating the business and startup landscape in Goa A premier institute that provides coaching services for students appearing for competitive entrance exams An award-winning architect with more than 24 years of experience and several awards to his name Octalogic tech A start-up which provides customized mobile and web software solutions as well as DevOps and IT consultancy services Financial planner Manalee Verneker talks about the mistakes that parents must avoid making while saving up for their child’s higher education Nimai Kumbharkar
by Verna-based Naomi Rodrigues,

Welcome to the December issue of our emagazine ‘Goan Tycoon’. This month, on the cover, we have featured Mr. Nimai Kumbhakar, a renowned Goan architect who holds more than 24 years of experience in the field of architecture. In the feature which we have done on him, we have briefly highlighted the journey of Mr. Nimai’s career as an architect and the feats that he has achieved during the course of his career. We have also shed light on one of his most iconic projects which he had done for a client in Marcel.

Our inside pages feature stories on Franchelle Studios, a photo studio in Verna run by photographer Naomi Rodrigues, and Estellar Academy, a preparatory academy in Goa that provides professional coaching services for students appearing for competitive entrance exams.

Guest write-ups on ‘Mistakes To Avoid While Saving For Your Child’s Education’ by certified financial planner Manalee Vernekar, and on ‘Advertising’ by marketing gold medallist Rohini Gonsalves also find a place in this month’s issue of our magazine.

The Mopa Airport project finally took off earlier this month when Prime Minister Narendra Modi

inaugurated the long-awaited airport on the 11th of December. The airport, which has been named ‘Manohar International Airport’ in memory of former Goa CM Late Shri Manohar Parrikar, is slated to commence commercial operations of domestic flights from January 5th 2023. Operations of international flights will begin in March.

Also, earlier this month, online vacation rental aggregator Airbnb signed a Memorandum of Understanding (MoU) with the Government of Goa to jointly promote the state as one of the most high potential tourist destinations in the world. Under this agreement, the Department of Tourism, Government of Goa and Airbnb will work together to promote the state as a destination for high-quality tourism by upscaling homestays, while spotlighting unique destinations for hinterland tourism that travellers can discover.

The festive season has set in and we can already see a sharp increase in the number of tourist footfalls in the state. The Goa government is expecting the number of tourist arrivals to reach the pre-pandemic level of 81 lakh this season. The inauguration of the new airport at Mopa is expected to provide a boost to the tourism sector.

Well, that's all that I have for you from my desk this month folks! I hope you have a wonderful festive season filled with joy, fun and frolic. Eat, drink, party hard, and have a wonderful time, but remember to drink responsibly and to not drink and drive.

On behalf of myself and the whole team here at ItsGoa, I wish each one of you a Merry X’mas and a Happy New Year 2023.

Cheers!

Jessyl Fernandez Editor

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Introduction

Goa, the tiniest state on the western coast of India, boasts golden pristine beaches, palmfringed avenues, flavourful food, delicious Portuguese-influenced sweets, and warm, hospitable people. Also known as the Ibiza of India for its partying. A tropical paradise of flora and fauna, from the very famous 'almi' (mushrooms) endemic to its forests, that grow only on the red mud anthills, to the solar prawns that are fished immediately after the monsoons, Goa is unique. Tourists are also attracted to Goa for its cultural heritage - from the famous old Portuguese churches like Se Cathedral in Old Goa, the 16th Century Safa Masjid in Ponda and Shree Mangesha Temple in Mardol, the legendary Arvalem or Pandava Caves where the Pandavas of the Mahabharat fame lived, to its two unique festivals - Carnival and Shigmo. Goa plays host to many festivals - the International Film Festival of India that promotes cinema, the Serendipity Art Festival, Sunburn Music Festival, The Grape Escapade to name a few. To showcase this varied heritage of culture, art, tradition, food, and people, in 2015 ItsGoa was born. The main aim was to make it the premier portal for all things Goa. We were able to showcase Goa like never before. Soon our blogbased website transcended the virtual space, with the ItsGoa magazine – a sought-after resource for visitors to Goa from countries like Norway, Germany, UK, USA, UAE, etc.

Sales & Marketing Donald Fernandez

01
Index
Nimai Kumbharkar 05 Saving For Higher Education 02 Estellar Academy 03 Octalogic 06 Franchelle Studios Website: www.itsgoa.com I Instagram: @_itsgoa I Facebook: Itsgoa 04 Advertising
Chief Editor Jessyl Fernandez Content Manager Steve Antao Content curators: Prataya Sarkar Dr. Valerie Pereira Richelle Brito Carvalho Dr. Denise Rodrigues Rohini Gonsalves
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For advertising queries: 9370502124 / 9209005127 ItsGoa Media Group Nordic Intent HQ - Floor 3, PDA Colony, Porvorim, Goa 403521 Email :
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Editorial Team

Nimai Kumbharkar

During the course of his career spanning more than 24 years, award-winning architect Nimai Kumbhakar has done architectural designing as well as interior designing and refurbishment for a number of projects all across Goa

Article by: Prataya Sarkar

Images Courtesy: Nimai Kumbharkar

architect & interior designer Website: www.itsgoa.com I Instagram: @_itsgoa I Facebook: Itsgoa

Nimai Paresh Kumbharkar is a well known architect and interior designer with more than 24 years of experience. Hailing from a family who were into the business of pottery for many years, Nimai learned the craft of design from his ancestors. He deviated from his family's traditional occupation of designing pottery to designing houses and structures by opening an interior design studio called Vatt Vriksha interior design studio in Panjim.

Formerly known as KIC_Concept to Creation design studio, Vatt Vriksha interior design studio, combines form and function to produce timeless interiors. The services which they provide includes complete renovation of homes and buildings, home improvement and decoration. They discover their clients' aspirations and draw inspiration from them. Every home designed by them is unique. They incorporate a variety of styles to achieve the ideal aesthetic while still satisfying the needs and requirements of their clients.

During the course of his career spanning more than 24 years, Nimai has worked for a reputable architectural business where he developed, carried out, and finished projects spanning a variety of typologies, scales, and design languages. Each project undertaken by Vatt Vriksha studio has a unique client brief, and the studio aims to recognise the customer's idea, transform it into reality, and execute it in the best way possible for each project. Framing the client's concept, shaping it appropriately, and adding finishing touches are the three stages of the process.

The brilliant work done by the studio for different clients has won them many accolades including Certificate of Appreciation from INDIA’S MOST PROMINENT ARCHITECT & DESIGN

AWARDS-2020 for a most creative design consultant, and the Award in the category of 'Innovative Excellence in Architecture & Interior Designing' from Global Icon Awards 2020. Award for Outstanding achiever in Space Design, Most creative designer award 2022 from Global foundation.

Nimai says that there is no general formula for design because each customer has different requirements for their project and the resulting architecture is unique. In the design process, Nimai's initial step is

to comprehend the underlying architecture of the project as well as any preferences the client may have. These elements, together with his own creative tendencies, guide his approach to every project, from the initial planning stages through the design and execution phases. As a result, every job he undertakes is a joint effort between the customer and his studio. Because of this, Vatt Vriksha studio has completed projects and provided value-added interior and architectural solutions for a diverse range of corporate, commercial, hotel, and residential clients.

One of the main projects completed by Nimai and his team at Vatt Vriksha was the renovation of the interiors of a standalone twin residential apartment at Marcel in Ponda. The owners of the apartment initially were in two minds as to how the house should turn out to be. They believed this house to be more than just a straightforward renovation. Vatt Vriksha transformed these identical flats into a family getaway. This project demonstrates Nimai's distinctive minimalist aesthetic. "The project is an extension of my own personal taste and I gave my hundred percent to it," says Nimai.

One enters a home through the main door. So, Nimai's team designed the door in a way that made it look inviting, commanding, audacious, modest, and attractive. "We purposefully designed it to communicate a great deal about the owners while also considerably boosting the home's curb appeal and creating a space of understated elegance, says Nimai. A large door with a Sapeli veneer finish and a small sit-out that serves as a sign of comfort at the entrance indicate the entrance of the house. Simple ceiling spotlights encased in wooden pallets decorate the entrance way in keeping with the room's love of lighting.

When Nimai and his team first saw the living room, they noticed that the area here was completely outdated and congested. Living room makeovers are usually very simple to complete, but for this house it needed more than a coat of paint. This major makeover began with the removal of an interior wall making it into a spacious moving area.

The room now radiates grace thanks to light-colored tiles and tasteful wall treatments that are paired with

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opulent furniture. On the wall facing the entrance, a black wooden panel fenced with spot lamps illuminating the potters creates a visual distinction. To go along with it, a velvet fabric sofa was chosen to provide a different tactile experience. Currently, the living area has simple, clean lines and understated ceiling lighting.

Obviously, a few other things also changed as a result of the wall's dismantling. The TV room acquired continuity as a result. This room now exudes an eclectic personality as well. It boasts the use of tactile materials on the walls and floor. In the specially created room, the TV unit has taken centre stage and is highlighted with spot lamps, connecting you to the central circulation spine that leads you to the dining area, kitchen, additional bedrooms, and Dev Ghar.

The Johnson make Edenstone Gris stone dominates the TV unit wall while the ceiling lights, which are patterned on horizontally stacked wooden panels, work best with this colour scheme. Simple aesthetics, a minimal material palette, and the connections to the Peshwai style temple are the main chauffeurs to the design of this ethnic styled Dev Ghar. The walls of this room have a design that is inspired by the Lord Mahadev temple of Tamdi Surla. They are made of hand-chiseled basalt stone.

The white marble panel with brass inlay (from Rajasthan) and Johnson brand Scottish Bianco in

Italian finish give the floor's centre a more artistic feel. The shrine known as the Peshwai Devli, which is made of basalt stone, is in the middle of this serene area. The wall behind it is illuminated with LEDs, bringing the central idol of the goddess Astha Lakhmi into relief, and the metal hanging lamps on either side of the altar add a warm touch. Two sit-outs mounted with diyas and a small opening with light effects serve as the entrance's first features. For the designer, this spot stands for various convictions: that upon entering, there is a sense of tranquillity and sentiment that connects us to our roots.

The kitchen, according to Nimai, was the one space in the house that must be completely functional. However, since it is the heart of a home, it must also be stylish and elegant. "We modernised this outdated kitchen with a few power tools and a keen eye for design. It is next to the dining area and

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The Dev Ghar The living room The arch that leads to the dining area and kitchen

appears to be an extension of it.", says Nimai. The wall colour was pale and lifeless, and in some spots it had peeled up to reveal plaster walls that desperately needed touch-up work. The counter was in poor condition, and the cabinets had almost no finish left. Therefore, the Vatt Vriksha team brought some vibrant colours, a lovely colour scheme of whites and blues, clever floating shelf storage, and fresh lighting to the centre of the home. A landscape zone polished with Castle Gold tiles glow with blue light play at work. Nimai's team installed an indoor fountain in the home because they felt that it would be a good site of décor. A stony backdrop gives it an absolutely calm look.

The primary bedroom of the apartment (which is now the owner's room) was very lifeless and flat. Nothing about it was inviting, and the colour scheme was frigid. The bedroom most crucially required illumination. Nimai's team put themselves in a child's mind and imagined what a little girl might want the room to look like. They created a rush of energy and gave the kid's bedroom a Toy Story themed look. They added amenities furnished with vitrified timber strips and a light colour scheme that illuminates the space. The bed is adorned with pretty pillows, and the use of wooden furniture around the space gave the room a more cosier and natural feel. Additionally, equal space was made available for toys and essentials.

Once the kid's bedroom was done, the Vatt Vriksha team shifted their focus to the master bedroom. The team was able to turn a clustery space with numerous obstacles into an utterly enchanting bedroom. They began by enclosing the balcony and

made a space for a modern dresser. To open up space, they kept the walls bare. They designed the master bedroom in neutral colors keeping in mind the personality of the clients. furniture colour scheme touch, panelled lights and the floor tiles were placed in a simple pattern, all tied in to keep the hues warm.

Nimai's team revived the apartment's bathroom in its own distinctive style with a countertop basin. They covered the walls with beige colored tiles and the floor with Cargo tiles. The bathtub which they installed adds a touch of glitz to the look of the room.

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The look of the apartment’s bathroom after renovation The master bedroom after renovation The dining room

It is important to note that when the renovation of the twin residential apartment was handed over to Nimai, the client thought that it would only be a décor suggestion. But Nimai and his qualified team took it one notch higher and gave the apartment a totally new look that simply impressed the client.

Vatt Vriksha Interior Design Studio

Address: 110, 1st floor, Kamat Tower Patto Plaza, Panaji, Goa

Mobile No. : 9130461955

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Certificate of Appreciation awarded to Architect Nimai Kumbharkar for ‘Most Creative Design Consultant’ at ‘INDIA’S MOST PROMINENT ARCHITECT & DESIGN AWARDS -2020’

Article by: Prataya Sarkar

Estellar academy

The academy, which has centres in Margao, Porvorim and Vasco, provides coaching and preparatory services for students aspiring to become doctors and engineers by training them for competitive exams

Images Courtesy: Estellar Academy Website: www.itsgoa.com I Instagram: @_itsgoa I Facebook: Itsgoa

ed-tEch start-up

Estellar Academy provides coaching and exam preparatory services to students aspiring to become doctors and engineers by training them for nationallevel competitive exams. In addition to this, they also offer foundation training classes for students of classes 8 to 10. It has coaching centres at Margao, Porvorim and Vasco. At their centre in Porvorim, they also offer an Integrated Higher Secondary School program affiliated to Goa board. In the integrated program, board preparations as well as competitive exam preparations, both take place during the school hours itself.

Founders’ Profile Estellar Academy was founded by three dynamic individuals- Mr. Yogendra Singh Sikarwar, Dr. S. T. Puttaraju and Mr. Shreyas Puttaraju.

Mr. Yogendra Singh Sikarwar, who is the brain behind Estellar Academy holds a degree in Computer engineering from NIT, Jaipur. He has over 15 years of experience in training thousands of students for national-level competitive exams like NEET and JEE. He has worked with the topmost brands in the coaching industry in India. His students have secured many ranks in the top 100 in various competitive examinations like IIT-JEE, NEET, AIIMS, AIPMT, KVPY, NTSE & Olympiad exams.

Dr. S. T. Puttaraju, a gold medallist and a Ph.D in

environmental subject, is an alumni of CEPT University, Ahmedabad. He is also the former Chief Town Planner, Government of Goa with 37 years of experience in administration. Currently, he serves as the Chief Consultant of Estellar Academy.

Mr. Shreyas Puttaraju holds a Bachelor's degree in Mechanical Engineering and an MS degree in Technology Management from New York University, USA. He Has worked as a design engineer at Dassault Falcon Jet, USA.

Their Mission Estellar Academy is envisioned to help Goan students achieve their dreams by training and equipping them with skills and knowledge to excel in the toughest of competitive exams. Though change and uncertainty may be ever-present, the academy remains firmly committed to helping students by providing quality academic services to enable them to meet their career goals and objectives.

Estellar Academy provides Estellar School Integrated Program (ESIP) for students of classes 11 and 12 to prepare them for entrance exams for Engineering and Medicine, along with their board preparations. ESIP prepares students for JEE (Main and Advanced), NEET, Olympiads, NTSE, BITSAT etc within the school schedule, ensuring top success in competitive exams as well as school or board exams.

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With ESIP, students do not have to compromise on sports and extracurricular activities.

Estellar Edutech also provides Repeaters Medical batch for NEET for those who were unable to crack the exam in their first attempt and want to re-appear. They also provide Foundation courses for students of classes 8,9 and 10.

Estellar Academy aims to reach out to every aspiring student who wants to be successful in competitive examinations and make him/her ready to face any challenge in the competitive exam scenario. They cater to students who are aspiring to become doctors or engineers and are aiming for admission at top-ranked colleges.

“In Goa, even though students have the potential to crack entrance exams, they don’t have the exposure to various competitive exams'', says Mr. Yogendra. “That is the reason students have been finding it challenging to face competitive exams. They are sometimes not able to differentiate between coaching and tuition centres.”, he says. He adds that Estellar Academy has taken it as a challenge to create awareness about different competitive exams, particularly in the Science stream to Goan students and to provide them with the best pathway to create history in competitive exams as well as board exams.

In the last 4 years time, Estellar Academy has been giving promising results in NEET, JEE as well as Goa Board exams. A very large number of their students have secured admission in various Medical colleges and Engineering colleges in the country.

They have also produced state toppers for NEET, CBSE Board exams, Goa Board exams and NTSE exams. They have made their presence felt at the state level as well as at the national level by getting selections in state-level colleges as well as national-level colleges like IIT, NIT, AFMC, AIIMS etc.

Since 2019, they have been known for producing impressive results like 30 students getting seats in MBBS at Goa Medical College, GDC out of a single batch of 60 students in NEET 2019

Goa State HSSC Topper 2019 Mast. Sumukh S Phalgaokar (who was a student of Estellar Academy) got a seat at BITS-PILANI, Rajastha

In NEET 2020, four students of Estellar Academy scored about 600

For JEE 2022, they have given more than 100 selections in engineering colleges.

Future Plans

As for the future, the academy aims to ensure that quality education and the legacy of producing the best result is maintained. They are aiming to break their own records of previous year’s selections. “The aspiring students of the Science stream in Goa are better equipped to face the challenge of the competitive world through Estellar Academy’s training and guidance”, says Mr. Yogendra. “Parents must ensure that their children’s choice of career is supported and nourished by reliable and caring institutions”, he adds.

For more information, contact Estellar Academy on: Phone: 077966 57176 Website: estellaracademy.ac.in

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One of the batches of Estellar Academy
Images Courtesy: Octalogic Website: www.itsgoa.com I Instagram: @_itsgoa I Facebook: Itsgoa

Octalogic is a tech company born from a passion towards IT and entrepreneurship. They are a certified start-up with Start-up Goa and Start-up India and have been felicitated for the same.

The company was founded in 2017 by Carlton Dsouza, Glenn Fernandes, Jude Fernandes and Tanushree Chandavarker. All the four of them were batchmates while doing their MCA (Master of Computer Application) at Goa University. They would form a group for college assignments and projects to complete them. In their final year, they faced the question of whether to sit for college placements and take up a job in a company or work towards their entrepreneurial journey. Two of them chose the former, although momentarily, as they eventually joined the other two to establish Octalogic in 2017.

The Idea Behind Starting Octalogic

The idea that Carlton, Glenn, Jude and Tanushree had in mind while starting Octalogic was to change the relationship between the government and the people. However, things didn’t go the way they hoped it would and they shifted their focus to use their tech knowledge to offer IT services instead. This turned out to be a good decision as they helped many people and companies far and wide by serving all their IT-related needs.

Octalogic was initially located in Panaji, but due to the pandemic, they were forced to switch to a remote working model. They started hiring human resources from across the country and those already with them in Goa. Presently, even though things have improved, they have opted to stick with the remote/ hybrid working model as it helps in increasing employee productivity and gives them a better work-life balance.

All the four founders of Octalogic, being Goans, did their schooling and college in Goa itself. Now their company is also based in Goa. “So, in a way, we are sons and daughters of the soil, giving back to our home state that gave us so much,” they say. All the four of them, being college friends, understood and complemented each other. This factor saved them from looking for co-founders hil starting the company. They are a bootstrapped company and have put the initial investment all by themselves.

Services Provided

Octalogic crafts comprehensive customized solutions to provide seamless mobile-first experiences and fully-featured web apps with a visually pleasing and intuitive user experience that turns their clients’ dreams into reality. In simpler terms, they develop cloud-based solutions for their clients, ranging from Website: www.itsgoa.com I Instagram: @_itsgoa I Facebook: Itsgoa

Carlton D’Souza Glenn Fernandes

web apps, custom software, MVPs and mobile apps. They even take UI/UX design projects and provide DevOps and IT consultancy for infrastructure or techrelated requirements.

In terms of the work they take up, it could be any software that clients want to be developed. They are sector agnostic and have created software and mobile apps for clients in various sectors like FinTech, Healthcare, Hospitality, Fantasy Sports, EduTech, Manufacturing and even E-commerce.

During the pandemic, they developed a QR codebased food ordering software and mobile app for a USA-based client, before the concept was adopted across Goa. “We’ve been fortunate enough to have some amazing clients through the years to whom we are grateful for trusting us,” they say.

Since they are a turnkey offshore development company that provides custom software development and remote team services, their clients are internationally based across the globe. They have local clients as well. They developed a news app for local TV channel Prudent Media. The app is used by Goans all across the world to access news from Prudent Media.

Challenges Faced

Carlton says that running your own firm brings certain challenges that only another entrepreneur would understand and others won’t. “Most people think an entrepreneur has a fancy job where they are their own bosses. They think that entrepreneurs can take leave anytime, begin and end their work day anytime they want to, and get to “boss” over their employees”, he adds.

The truth is that, being an entrepreneur is much more difficult than it seems. Being one’s own boss means that they are responsible for the growth of the company. They have to market themselves, find potential business targets and put in the work to convert them. They cannot take leave whenever they want as they have their client meetings, and people reporting to them. They have to stay and cannot take leave as per their wish. Working as an entrepreneur goes beyond the regular 9 to 5 work cycle as they have to put in extra hours than a regular employee while managing their company.

The idea of “bossing” around does not arise as they are responsible for the people working with them and have to own up to their mistakes.

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Jude Fernandes Tanushree Chandavarker

In case they mess up, they have to face the clients. Only then can a company grow. It seems rosy and fancy for people on the outside, but only the ones inside know the difficulties of going through on a dayto-day basis. Along with the bouquets, come the brickbats that no one talks about. “We have worked very hard during the past 6 years to reach where we are today and touchwood, we hope to grow in the future too as we have till now”, says Carlton.

Carlton and his co-partners want to be able to help their clients tech-wise so that they can achieve success and, in turn, they are also satisfied. As for the future, they want the company to be renowned worldwide. They want Octalogic Tech to precede them wherein clients ask for them by name. They want to be the ultimate solution for clients when it comes to IT.

“We are inching towards the goal but it’ll take some time to come to fruition”, says Carlton.

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As words of advice to our readers, Carlton and his team say that if you have a genuine passion for something, then go for it!. Take the first step towards achieving your goal, even if it scares you. Don’t do it just because others are doing it or because you see people on social media preaching about how you should quit your job to fulfil your passion. Most people saying it either lucked out or can financially sustain themselves if things don’t work out.

It’s always easy to say the grass is greener on the other side and you should go over to that side, but have you ever wondered that your point of view is skewed? Maybe you are not watering your side well or choose to see the good, green bits without noticing the dry bushes behind the tree that doesn’t bear fruit?

“Each side has its pros and cons and you have to weigh them accordingly before making a choice, YOUR CHOICE”.

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Tanushree Chandavarker receiving a certificate from IT minister Shri Rohan Khaunte recognising Octalogic as a startup

In this article, marketing gold medallist Rohini Gonsalves talks about advertising and the components that make an ad campaign strong and successful

Article by: Rohini Gonsalves Image by: Vectorjuicea on Freepik

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Advertising began with the ancient Street Caller who wandered in the lanes of the villages and towns and called out to the residents and passers-by to listen to his announcements. The ones interested would ask questions and he would give them the relevant information on the spot.

Then, came the posters, newspapers, newspaper inserts, mailers, radio, television, mobile call-outs, SMS promotions, online advertisements and today we manage search engine and social media advertising.

These are mere modes or channels of advertising. A business needs to firstly understand what advertising is in order to derive value in the form of Branding and/or Return on Investment (RoI). A business may use advertising to deliver various results. Hence, it is important to define the Goals of the advertising campaign.

These goals may be to:

1. Create awareness 2. Launch new products/ announce developments 3. To initiate leads/inquiries 4. To cause purchase decisions 5. To encourage more/repeat purchase

6. To reward/acknowledge the buyer

7. To create brand recall

8. To educate the consumer

Next, the business has to identify the target audience to receive the advertisement. Brands mostly choose to communicate with the decision maker or buyer. But there are innumerable campaigns directed towards the influencer rather than the buyer.

Although the World Trade Organisation has condemned and banned directing advertising messages towards minors (children), brands use them to influence adults into the buying decisions. In case of industrial/technical purchases, it is often advisable to direct the campaign to the user rather than the buyer and count on the user to influence the buying decision. The target can be segmented on the basis of age, location, other demographics, socio economic factors and previous buying behaviour, browsing data etc.

The fact that today there are several modes of

An advertisement by Airtel publicising exciting offers on the iPhone X for their postpaid customers

advertising and every mode has innumerable channels in it, has made the advertisers/media managers job very difficult and very fascinating.

An advertiser can direct a specific campaign to a specific audience more accurately by using the channels at his disposal wisely. Also there are chances of colossal failures if one doesn't invest enough time and effort to understand that medium of communication and the utility of a specific channel for the given purpose.

Creatives are the final tool of delivering the message or rather they are the message. So while colour and aesthetic design are paramount to making an advertisement attractive, if a colourful advertisement does not communicate the message, it's a failure. So the message has to scream itself out of the ad-copy. The message has to be something that the audience can instantly connect with. The average attention span of the audience today is restricted to a few seconds of screen time in this overcluttered advertising space.

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The onus of delivering the message lies in instantaneous connect with the creative.

Brevity is the key to make creative work. 'Less is more' is the new adage. There are countless campaigns which fail simply because there is no particular point that they aim to drive home. The result of any advertising campaign is it's 'call to action.' The message has to prompt the audience to take the desired action at most. Without the decisive and compelling call to action, the audience doesn't know what to do.

The repeated bombardment of messages will invariably impact the minds of the audience and sooner or later, they will act on the cue and the advertisement will yield the desired returns.

Finally, one cannot overemphasize on the importance of ensuring that the buyer is left with a superlative experience after successful conversion via the ad campaign. A business has to be poised to cater to the increased demand post advertising or it defeats the purpose of advertising itself and can even create a negative impact on the business.

Advertising is an entire universe of diverse and dynamic variables. It takes a lifetime of trials, observation and improvements in order to see massive results. The only way to master this fascinating facet of marketing is to take the first step.

The devil is in the details. So one needs to make deliberate efforts to tie every loose end from conceptualization of the ad campaign to final delivery of the product/service to after-sales service.

About the Author:

Rohini Gonsalves is a gold medallist in marketing, sales management, and sales promotion from Bhartiya Vidya Bhavan. She holds more than 15 years of experience in the field of marketing and sales, is a marketing consultant, and also the founder of Sevarat, a Panjimbased start-up which provides geriatric care services to elderly patients.

Anyone wishing to avail of her services may contact her on:

Mobile: +91 8329 857965 Email: rohini@sevarat.com Website: www.sevarat.com An

An advertisement may or may not result in achieving the organisation's goals in one go. Repetition is the key to success. One has to reiterate the message many times to cause the desired results. It may be repeating it via the same mode and channel, or using various channels.

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PERSONAL FINANCE

Mistakes to avoid in child education planning

In this article, noted financial planner Manalee Verneker talks about the mistakes that parents must avoid making while saving up for their child’s higher education.

Article by: Manalee Verneker

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Many of us struggle to plan our goals when they are too far away, and it is understandable. The illusion that we always have enough time gives us a false sense of security. Planning and investing in long-term goals can trigger similar experiences, and one such goal is planning for your children's education. With the increase in the cost of education in India and around the world, the dynamics of children's education planning have completely changed. Parents have to set aside far more money for their children's education than they did a few years ago. As a result, planning investments towards this goal has become more significant than before

Child education planning has become an important component. Before you embark on the journey of planning for your child s future, there are some mistakes to avoid

Don’t elay chil e ucation planning It's okay to start small, but start early. Ideally, it is recommended to start when your child is born so that you have plenty of time to achieve your goal. The sooner you start, the more you will save, and the more you save, the faster you can accomplish your goal . This is called the power of compounding. For example, if a child is currently 3 years old and you plan to save Rs. 60 lakhs when the child turns her 18, you only need to save Rs. 12,000 a month to reach your goal. Your Principal cost of investment would be Rs. 21.60 lakhs but due to the magic of power of compounding your portfolio value would reach close to Rs. 60 lakhs. Considering your investments earning 12% compounded on a yearly basis. That is why starting early is important when it comes to planning your child s educational goal

Not taking inflation into account

Funding for higher education is a crucial financial goal. But most investors have a habit of picking up a random round figure as the target. Take a clue from the cost of inflation index. The amount you are aiming at should factor in inflation and the future costs of education. Higher education is becoming more expensive with each passing year. An investor needs to find out the current costs of college fees, inflate them by a real number and get an estimate of the target corpus. Before you start putting money away, do the math and research on what is the target corpus you need to achieve and what amount you need to put aside to achieve your goal.

Don't be too conservative Some investors are very reluctant to take risks. This may have nothing to do with their risk tolerance. When you have a longer tenure to plan for your child s education goal your risk reduces as you have more time in hand to compound and grow your wealth. Hence investing in the right investment avenue is very important. You can consider Equity Mutual Funds as an option rather than investing in traditional forms of investments offering lesser interest rates

Don't have to o it on your own The latest craze is “Do It Yourself” financial planning and investing. We believe everyone can invest without professional help. If you have a good knowledge of financial planning and investing in mutual funds, you may be able to do this. But even if you know enough, it can be difficult to dedicate enough time to practice. In such cases, do not hesitate to consult your mutual fund advisor or financial planner. Try to educate yourself on how to deal with advisors and planners - clear your doubts with their advice. This will help you to ensure that the advisor is not taking you for a ride

Compromising on retirement plan Life is about setting priorities. It is not worth planning an overly expensive education if it will affect your financial independence. Saving 1 million rupees for your education abroad can save you a lot of money on loans over the years. Don't do it if it means you have to pay off the debt or have to be financially dependent on your child for the rest of your life. Look for other cheaper alternatives. Before considering your child's educational needs, it is very important to ensure financial independence first. Children s education is a non-negotiable goal for most parents and can often be the single largest cash outflow. Hence, building the fund for your child s higher education, whether in India or abroad, definitely needs planning and good financial expertise

About the Author Manalee Verneker is the founder of Financial Wisdom, a privately established financial services firm based in Goa, India. Financial Wisdom was founded by her in 2021, after just less than a decade of experience in the field of personal finance. She is a Certified Financial Planner (CFP CM ) from

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Financial Planning Standard Board India and Chartered Wealth Manager (CWM) from American Academy of Financial Management.

Her experience includes working in Mutual Fund Companies, Wealth Management and Financial Planning Companies and she has a good understanding of both Indian and International markets and products.

She is passionate about personal finance management, financial literacy and is a strong advocate for financial advice that focuses solely on the individuals.

She can be contacted on:

Phone: 8378080888

Email: manalee@financialwisdom.co.in

Website: www.financialwisdom.co.in

Facebook: facebook.com/financialwisdom2021

Instagram: instagram.com/_financial_wisdom_/

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Franchelle Studios

Ever since its inception in 2018, Franchelle Studios has provided photography services for a number of events such as corporate events, music fests, beauty pageants as well as private functions like weddings and birthday celebrations.

Photographer
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Franchelle Studios is owned and operated by Naomi Franchelle Rodrigues. Residing at Verna, South Goa, Naomi did her Class 12 in the Arts stream. Post that, she did a couple of courses out of which one of them was photography.

While in school, Naomi did not know what she wanted to become. When she was in Class 11, she came across a story in a newspaper about noted fashion designer Wendell Rodricks. Reading this story led her to develop a strong love for white fabrics. Till her Class 12 farewell, she had no strong knowledge about photography.

Th Beginning of her Journey

At her farewell, Naomi realized everyone had a camera, and she did not. So, after she and her mother went back home, she asked her mom for a camera. Her mom gave her a film camera and that was the beginning of Naomi’s love affair with capturing beauty in nature. Like any other photographer, she too started with nature and landscape photography, travelling photos, and basically about anything that caught her eye. Her first teacher of photography was Lynn Miranda Barreto at Click School of Photography, which has now shut down, unfortunately.

What moulded her to what she is today were the courses in photography which she took at the Centre for Incubation and Business Acceleration (CIBA), Verna. This was the place where she met her mentors. She learnt the basics of photography from one of her mentors who was a good wedding photographer at the time back then. “That mentor taught me not just the basics of photography, but also helped me to realise what I truly wanted to do in my life as a photographer”, says Naomi.

With the help of one of her mentors from CIBA, Naomi got a job at Souza Paul Photo Studios and at the same time attended Indian Beach Fashion Week.

After her stint at Souza Paul, she did her diploma at CMYK Academy Of Photography and studied lighting over there in the year 2016-2017. After completing her diploma, she did a couple of jobs in other studios and offices, which helped her to gain a lot of experience.

Opening Her Own Studio Naomi started Franchelle Studios in the year 2018. Currently, the studio is based at Naomi's residence in Verna. Naomi plans to formally launch the studio at a proper commercial premises next year.

Ever since its inception, Franchelle Studios has done a lot of photoshoots in the events industry. Naomi has covered corporate events, as well as other events such as weddings, parties, and private functions.

However, when Covid hit the world in 2020, events were not happening. Due to this, Naomi ventured

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Naomi Rodrigues, Proprietor, Franchelle Studios

into product photography. Presently, she is into Fashion Photography. Naomi has had many major clients in the events business. Her first major client in the fashion industry was Imam Siddique of Bigg Boss fame, post which she had many more as well.

Her Role Models Mumbai-based photographer Ronny Sequeira and American portrait photographer Annie Leibovitz are some well-known personalities whom Naomi admires and considers as her role models, primarily because of the kind of work they do.

Naomi says that while working in the fashion industry, you sometimes come across people who you really shouldn't be working with. "But then, those negative experiences make you aware of a lot more nonsense that happens in the industry, and it teaches you lessons you otherwise wouldn't have learnt”, she adds.

“Keep an open mind, observe, and learn as much as possible in the areas of your interest”

Anyone wishing to do a photoshoot for their family functions, fashion shows, public events, or for any other kind of photography requirement may contact Franchelle Studios on:

Phone: 8830316523 Email: franchelle.studios@gmail.com Facebook: www.facebook.com/franchellestudios/ Instagram: www.instagram.com/franchellestudios/ YouTube: www.youtube.com/channel/ youtube.com/franchellestudios

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Event Photography done by Naomi at the Sunburn festival Event Photography done by Naomi for a private function Product photography done by Naomi for a skin care brand Fashion shoot done by Naomi for influencer Onella Rodrigues

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