note demonetisation

TimesNow’s Remonetise India campaign is as ill-conceived as demonetisation itself

The channel is asking viewers to give their domestic workers a day off to open bank accounts. Instead, it should urge them to pay fair wages.

The prime minister has told us that any suffering caused by demonetisation – the sudden withdrawal of Rs 500 and Rs 1000 notes on November 8 – was suffering for the national good. He also said that economists – the vast majority of whom have said demonetisation would not do what the government expected it to do: eradicate black money – simply did not understand how demonetisation worked.

Now, TV channel TimesNow, in support of the prime minister’s cause, has taken this spin to a new level. Last month, the channel launched an initiative – Remonetise India – to help direct the gains of demonetisation.

Participants at the launch of this campaign in Delhi on January 5 included Union minister Piyush Goyal and the owner of PayTM Vijay Shekhar Sharma. Ten days later, the channel broadcast a two-hour long programme on the campaign whose participants included Union ministers Ravi Shankar Prasad and Nirmala Sitharaman, Niti Aayog Chief Executive Officer Amitabh Kant and Infosys founder Narayana Murthy, among others.

Those participating in the campaign take a pledge to “rise and protect the world’s fastest growing economy. To stop doubting and start acting. To spend now to revive demand, and India’s markets. To help workers keep their jobs, farmers sell their produce. To teach and bring those around us into digitization. To help fellow citizens participate in our new economy. To use less cash…”

‘Help your help’

TimesNow has not reported on the impact of its campaign so far, but recently offered its audience the chance to contribute towards remonetising the nation themselves. According to the channel, all people need to do is to give their house help one day off. That’s right, one day off.

The channel is running an advertisement that has a little girl asking her mother why she has given their maid, Shanta didi, a day off. The mother explains that she wanted didi to open a bank account because “it is very important”. Shanta didi opens her bank account, returns to work, and declares “ab life ban gayi easy [Now life has become easy].” The advertisement ends with the slogan: “Help your help, so no Indian gets left behind when the nation moves ahead.”

All but the entirely deluded will be left asking: how?

Play

But this is not about Shanta didi and how having a bank account will impact her life. It’s about her smiling employer doing her bit for the nation by making the supreme sacrifice of functioning without her domestic worker for a day.

In an email sent out on Wednesday in which the launch of the second phase of the Remonetise India campaign was announced, a public relations executive for the channel laid out the thinking behind TimesNow’s Help your Help advertisement thus:

“Deriving from the insight that there’s a common understanding that the little things we do for our help, maids, drivers, watchmen etc. are enough to keep them happy & content. Just providing them with clothes, food or anything else gives us a feeling of pride, satisfaction and assurance of contributing to the society. However, what we fail to realize is that we need to make them self-reliant and include them into the progress path.”

If indeed people feel “pride, satisfaction and assurance of contributing to society” by “giving food and clothes or anything else to people who work for them”, then we may have an explanation for why India’s rich live so comfortably with the massive social and economic disparities that scar our nation.

It would mean that they, or at least the people who watch TimesNow, don’t have a problem with vast unbridgeable disparities because they believe the poor are “happy and content” with their occasional charity.

TimesNow’s campaign is totally in tune with the “common understanding” that drives this view. The child’s tone in the advertisement, which should make all right-thinking parents cringe, suggests that giving the domestic worker a day off is not the usual practice. Her mother’s explanation that she has given the worker a day off because “it is important” only re-emphasises this perception.

There is, of course, no mention of that dirty word “money”, as in money in the bank. There’s no awkward moment when the cute kid says: “Mom, how much money will Shanta didi get to put in her new bank account?”

Fair wages

Self-reliance, paths to progress and not getting left behind when the nation moves ahead do not depend on the existence of bank accounts. They depend on fair wages and decent working conditions. People who receive a fair wage usually find a way to open a bank account. They also usually have time off work to do so – one day a week and at least two weeks a year. This is the law of the land.

Domestic workers are among the most exploited and vulnerable workers in our country. However, no government, either central or state, knows how many people are employed full-time or part-time in people’s homes, what wages they receive or what conditions they work under. In response to questions in Parliament, the central government has quoted survey figures for domestic workers (see here and here) that vary by lakhs.

Domestic workers, a large number of whom are women and girls, are subject to the caprice of their employers and have little protection from any law since the homes in which they work are private and not subject to the kinds of inspections that shops and establishments face under the provisions of the Shops and Establishments Act. This Act regulates the wages, hours of work, leave and other work conditions of those employed in commercial establishments. Even in states where domestic work has been brought under the purview of some laws such as minimum wage legislation (Rajasthan) or manual work laws (Tamil Nadu) it is impossible to enforce the law, for just these reasons.

The Union government has failed to sign the International Labour Organisation convention on decent work for domestic workers because its India’s laws are not in conformity with its provisions. The government is, however, in the process of drafting a “National Policy on Domestic Workers”. The glacial progress on that front indicates that the issue is not a priority for the government.

If it was a priority, the government would have started a campaign to explain to the child and her mother in the “Help your Help” advertisement that Shanta didi was entitled to her days off and to a fair wage.

It could have got TimesNow to campaign on its behalf and have its audience pledge: “To rise and protect the world’s fastest growing economy by not exploiting those who work for us, and by paying them a fair wage. To help our employees earn enough to spend in order to help revive demand. To help our fellow citizens participate in our new fairer economy.”

We welcome your comments at letters@scroll.in.
Sponsored Content BY 

Top picks, best deals and all that you need to know for the Amazon Great Indian Festival

We’ve done the hard work so you can get right to what you want amongst the 40,000+ offers across 4 days.

The Great Indian Festival (21st-24th September) by Amazon is back and it’s more tempting than ever. This edition will cater to everyone, with offers on a range of products from electronics, home appliances, apparel for men and women, personal care, toys, pet products, gourmet foods, gardening accessories and more. With such overwhelming choice of products and a dozen types of offers, it’s not the easiest to find the best deals in time to buy before your find gets sold out. You need a strategy to make sure you avail the best deals. Here’s your guide on how to make the most out of the Great Indian Festival:

Make use of the Amazon trio – Amazon Prime, Amazon Pay and Amazon app

Though the festival officially starts on 21st, Amazon Prime members will have early access starting at 12 noon on 20th September itself, enabling them to grab the best deals first. Sign up for an Amazon Prime account to not miss out on exclusive deals and products. Throughout the festival, Prime members will 30-minute early access to top deals before non-Prime members. At Rs 499/- a year, the Prime membership also brings unlimited Amazon Prime video streaming and quick delivery benefits.

Load your Amazon pay wallet; there’s assured 10% cashback (up to Rs 500). Amazon will also offer incremental cashbacks over and above bank cashbacks on select brands as a part of its Amazon Pay Offers. Shopping from the app would bring to you a whole world of benefits not available to non-app shoppers. App-only deals include flat Rs 1,250 off on hotels on shopping for more than Rs 500, and flat Rs 1,000 off on flights on a roundtrip booking of Rs 5,000 booking from Yatra. Ten lucky shoppers can also win one year of free travel worth Rs 1.5 lakhs.

Plan your shopping

The Great Indian Sale has a wide range of products, offers, flash sales and lightning deals. To make sure you don’t miss out on the best deals, or lose your mind, plan first. Make a list of things you really need or have been putting off buying. If you plan to buy electronics or appliances, do your research on the specs and shortlist the models or features you prefer. Even better, add them to your wishlist so you’re better able to track your preferred products.

Track the deals

There will be lightning deals and golden hour deals throughout the festival period. Keep track to avail the best of them. Golden-hour deals will be active on the Amazon app from 9.00pm-12.00am, while Prime users will have access to exclusive lightning deals. For example, Prime-only flash sales for Redmi 4 will start at 2.00pm and Redmi 4A at 6.00pm on 20th, while Nokia 6 will be available at Rs 1,000 off. There will be BOGO Offers (Buy One Get One free) and Bundle Offers (helping customers convert their TVs to Smart TVs at a fraction of the cost by using Fire TV Stick). Expect exclusive product launches from brands like Xiaomi (Mi Band 2 HRX 32 GB), HP (HP Sprocket Printer) and other launches from Samsung and Apple. The Half-Price Electronics Store (minimum 50% off) and stores offering minimum Rs 15,000 off will allow deal seekers to discover the top discounts.

Big discounts and top picks

The Great Indian Festival is especially a bonanza for those looking to buy electronics and home appliances. Consumers can enjoy a minimum of 25% off on washing machines, 20% off on refrigerators and 20% off on microwaves, besides deals on other appliances. Expect up to 40% off on TVs, along with No-Cost EMI and up to Rs 20,000 off on exchange.

Home Appliances

Our top picks for washing machines are Haier 5.8 Kg Fully Automatic Top Loading at 32% off, and Bosch Fully Automatic Front Loading 6 Kg and 7 Kg, both available at 27% discount. Morphy Richards 20 L Microwave Oven will be available at a discount of 38%.

Our favorite pick on refrigerators is the large-sized Samsung 545 L at 26% off so you can save Rs 22,710.

There are big savings to be made on UV water purifiers as well (up to 35% off), while several 5-star ACs from big brands will be available at greater than 30% discount. Our top pick is the Carrier 1.5 Ton 5-star split AC at 32% off.

Also those looking to upgrade their TV to a smart one can get Rs. 20,000 off by exchanging it for the Sony Bravia 108cm Android TV.

Personal Electronics

There’s good news for Apple fans. The Apple MacBook Air 13.3-inch Laptop 2017 will be available at Rs 55,990, while the iPad will be available at 20% off. Laptops from Lenovo, Dell and HP will be available in the discount range of 20% to 26%. Top deals are Lenovo Tab3 and Yoga Tab at 41% to 38% off. Apple fans wishing to upgrade to the latest in wearable technology can enjoy Rs 8,000 off on the Apple Watch series 2 smartwatch.

If you’re looking for mobile phones, our top deal pick is the LG V20 at Rs 24,999, more than Rs 5000 off from its pre-sale price.

Power banks always come in handy. Check out the Lenovo 13000 mAh power bank at 30% off.

Home printers are a good investment for frequent flyers and those with kids at home. The discounted prices of home printers at the festival means you will never worry about boarding passes and ID documents again. The HP Deskjet basic printer will be available for Rs 1,579 at 40% off and multi-function (printer/ scanner/ Wi-Fi enabled) printers from HP Deskjet and Canon will also available at 33% off.

The sale is a great time to buy Amazon’s native products. Kindle E-readers and Fire TV Stick will be on sale with offers worth Rs 5,000 and Rs 1,000 respectively.

The Amazon Fire Stick
The Amazon Fire Stick

For those of you who have a bottomless collection of movies, music and photos, there is up to 60% off on hard drives and other storage devices. Our top picks are Rs 15,000 and Rs 12,000 off on Seagate Slim 5TB and 4TB hard drives respectively, available from 8.00am to 4.00pm on 21st September.

The sale will see great discounts of up to 60% off on headphones and speakers from the top brands. The 40% off on Bose QC 25 Headphones is our favourite. Top deals are on Logitech speakers with Logitech Z506 Surround Sound 5.1 multimedia Speakers at 60% off and the super compact JBL Go Portable Speaker at 56% off!

Other noteworthy deals

Cameras (up to 55% off) and camera accessories such as tripods, flash lights etc. are available at a good discount. Home surveillance cameras too will be cheaper. These include bullet cameras, dome cameras, simulated cameras, spy cameras and trail and game cameras.

For home medical supplies and equipment, keep an eye on the grooming and personal care section. Weighing scales, blood pressure monitors, glucometers, body fat monitors etc. will be available at a cheaper price.

The sale is also a good time to invest in home and kitchen supplies. Mixer-grinders and juicers could see lightning deals. Don’t ignore essentials like floor mops with wheels, rotating mop replacements, utensils, crockery etc. Tupperware sets, for example, will be more affordable. There are attractive discounts on bags, especially laptop bags, backpacks, diaper bags and luggage carriers.

Interesting finds

While Amazon is extremely convenient for need-based shopping and daily essentials, it is also full of hidden treasures. During the festival, you can find deals on telescopes, polaroid cameras, smoothie makers, gym equipment, gaming consoles and more. So you’ll be able to allow yourself some indulgences!

Small shopping

If you have children, the festival is good time to stock up on gifts for Diwali, Christmas, return gifts etc. On offer are gaming gadgets such as Xbox, dough sets, Touching Tom Cat, Barbies, classic board games such as Life and more. There are also some products that you don’t really need, but kind of do too, such as smartphone and tablet holders, magnetic car mounts for smartphones and mobile charging station wall stands. If you’re looking for enhanced functionality in daily life, do take a look at the Amazon Basics page. On it you’ll find USB cables, kitchen shears, HDMI cables, notebooks, travel cases and other useful things you don’t realise you need.

Check-out process and payment options

Amazon is also offering an entire ecosystem to make shopping more convenient and hassle-free. For the festival duration, Amazon is offering No-Cost EMIs (zero interest EMIs) on consumer durables, appliances and smartphones, plus exchange schemes and easy installation services in 65 cities. HDFC card holders can avail additional 10% cashback on HDFC credit and debit cards. Customers will also get to “Buy Now and Pay in 2018” with HDFC Credit Cards, as the bank offers a 3 Month EMI Holiday during the days of the sale. Use Amazon Pay balance for fast and easy checkouts, quicker refunds and a secured shopping experience.

Sales are fun and with The Great Indian Festival offering big deals on big brands, it definitely calls for at least window shopping. There’s so much more than the above categories, like minimum 50% off on American Tourister luggage! To start the treasure hunt, click here.

This article was produced by the Scroll marketing team on behalf of Amazon.in and not by the Scroll editorial team.