In common parlance, capitalists are businessmen, investors, or entrepreneurs. Their primary goal is to expand their business in order to incur more profits in every financial year. They are engaged in search of new ideas to do so. In the formative years of business, an entrepreneur focuses on the quality of the product it manufactures or which he trades in. Businesses in relation to rendering services focus on the convenience it can provide to their clients. It is necessary to maintain the quality of its product and services to increase the demand in the market and reach out to new buyers. If a business manages to survive successfully in these years, having specified buyers and has attained recognition in the market, then it is all set to grow and achieve new heights. Having sufficient extra funds and potential to attract customers in a new location, an enterprise may start a new branch or branches and operate them simultaneously. This is a stage where a business has grown successfully and entered in the competitive markets. At this stage, it may feel stability, while in previous years it witnessed raising bars. It may feel a deceleration in further growth because the enterprise has entered into competitive markets where there are pre-established companies having huge market share of similar products. Here, an enterprise is expected to prove its variety and range of its products. Today's large scale markets are monopolistic competitive markets where there are humongous manufacturing entities in each and every field of business. Comparatively, their products are almost similar, consisting paring varieties such as flavor and fragrance in the range of cosmetics and consumables or in terms of features in case of electronic devices.

In such competitive markets, corporate survival becomes more important than the quality of the product. Because the competitors will always try to dominate others. In this stage marketing of the product plays a crucial role for the survival of the enterprise in such a competitive atmosphere on a large scale. An enterprise always needs to convince the consumers to buy their products. Hence, the business entities are heavily dependent on marketing strategies and platforms to promote the products. Platforms such as televisions, social media, radio, sponsorships, newspapers, android apps and wherever there is an empty space on the websites are used to promote various products by the companies. As a result, renowned companies heavily invest in marketing which impacts their sales favorably. The idea of “what we buy is what we see '' emerged from marketing. There are other tools to sustain and expand but marketing has its own goodwill. Because nowadays corporate survival is directly related to the class and quality of digital marketing. A business can promote its commodity to target customers worldwide through digital marketing. Various media networks provide them with a number of platforms to market their product determining its standard of packaging and quality of raw materials used in manufacturing. For a standard influential impact on consumers a business also propagates an ideology or a thought occasionally.

Renowned actors are also used for the same and to deepen the influence.

But no matter whatever they do, demand for a particular product depends on its need and it is directly related to our living standard. As our living standard increases, demand also increases. While in rural areas where living standard is average, people don't need premium or luxury products. On the other hand demand for necessary commodities such as wheat, jowar, bajra, rice, pulses and vegetables never decreases even if price increases. In this way an enterprise identifies discrimination in the society, selects the target customer and then manufactures a product according to it. Hence our demand for any commodity is directly related to its need and necessity.

To enter into pre established competitive markets where corporate giants have acquired a huge market share, it is a strenuous task for a startup. Startup is a company in early stages having two or three founders. It has it's customers only in local markets. It has to take exceptional efforts to pierce and establish itself in these competitive markets. Simultaneously it has to maintain quality of the product and sustain in the market. In such situations digital marketing acts as a savior for a startup. For instance, recently I received a DM on my Instagram account mentioning that “hey, good day, can you please help me to post my products on your Instagram story for 40k rs for a week” when I asked about the products, I received photos of the product which I had to post on story. This is how startups are marketing their products using social media. A startup cannot afford to appoint an advertising agency for marketing.

YouTube videos can also be sponsored for recommending the product. These are the only ways startups can grow in terms of marketing.

If there is no demand for a particular product in the market then it can be created. Products such as tobacco, tobacco products, liquor, and cigarettes which are not illegal or taxed under laws, other than CGST laws and should not be promoted, marketed or advertised on any platform. A business entity engaged in the production of such products is required to create an effective influence on people.

Persuasion of people is not an option considering the strict laws provided by government agencies. In that case these companies invest in films and series. Therein a cool character or a leading actor is displayed consuming alcohol or cigarettes in a stylish manner. When a cool leading actor is portrayed in such a manner, up to an extent it is influential for those who need a reason or kick-start the addiction. There is a tendency to deny this fact, but from the promotional perspective of companies there isn't any option. It's obvious there are other reasons to be enslaved by addiction….., but you know which one is more effective. No matter whatever the reasons, youth is attracted to addiction as a moth attracts a flame.

However, the best example of demand creation are the TV commercials of handwashes. Memorize when did we first heard about handwashes before that ? No we never. Hence, the target customers were Indian people as we don't use toilet paper in the toilet. The TV Commercial was accurate and hard hitting. It actually portrayed a real fact of every Indian family wherein everyone uses the same soap to wash their hands. As a result of which the germs are left on the soap and when someone else is using the same soap then what is the point in washing hands. Therefore they introduced us to hand wash pumps ensuring the toiletry hygiene. Which was really needed and useful.

The point is not about how a business entity should work or market the products. It is about how easily we can be manipulated. It is about the capitalists, who can, not only create a demand but also use distinct strategies to change our mindsets in a pristine, winsome, and eminent manner that we can't resist to follow the trends, the algorithm or even a certain way of living.

We live in the marketing phase of the age of capitalists. We can identify marketing by the direct and indirect approach of capitalists. It is said to be a Direct approach when people are aware and recognise the marketing. Example of advertisement in relation to handwashes mentioned in the previous para, it can be recognised as a direct approach of marketing. As far as business expansion is concerned, a direct approach is accepted and cooperated by all of us. But when it comes to indirect approach, it manipulates us implicitly, it is scheming, and cunning. It is sensibly unrecognizable for common people engaged in their day to day life following every kind of misleading and false trend. Promotion of smoking, liquor and

tobacco consumption through films and series as mentioned in previous para, it is a best example of indirect approach. It creates a fine impression on youngsters, they consume it in style, same as the cool hero in a film, they finally get addicted to it as a result demand gets created and companies accrue huge profits.

Moreover, an indirect approach can also be identified as a soft power. Soft power refers to the persuasion of people of other countries through various methods and influential techniques. Joseph Nye had explained it in his book “Bound to lead” he writes “when one country gets other countries to want what it wants might be called as soft power in contrast to the hard or command power of ordering others to do what it wants”. In simple words without using arms and ammunition or fighting wars (which is a hard power) a nation can persuade the people of other countries to do what is in its favor. The best thing is people never realize that they are being persuaded. That's what makes it vulnerable. The USA started using these techniques on other countries after the second world war. It created a monopoly in the financial sector through the IMF and WTO by distributing loans and establishing international markets. Not only interest is charged on the loans but additional guidelines were also provided regarding how to utilize the loan amount. Now China is also doing the same thing to other poor and developing nations. Anyways, the US also used Hollywood to deepen the impact. But the UK also used this method by creating a fictional character named James Bond. They portrayed how an UK agent single handedly performs his missions using advanced, cool weapons and devices. We can't deny its impact because you can hear the famous background music of James Bond while reading this article. Through various action packed, adventure and sci-fi films the US always showed up as a superpower. I used to think that the US is a free nation, producers and directors can utilise their creative liberty, but I was wrong. Search on the internet how much money US and UK government spends on narrative building through film making. Whenever we hear US, the first picture that comes in our mind is of New York and the Empire State Building. They always portrayed their superiority, and we never imagined about their weakness. Everyone might have discussed that Americans are capable of doing anything.

Coming back to Joseph Nye, US and UK together successfully conquered young Indian minds. They are the real capitalists trying to conquer the world till now. They use their marketing skills to promote their narratives through soft power. That was the reason to explain the marketing and business deeply. Because that's how they are working and they had worked.

What we can do is stick to our cultural values, idols and our holy land of Bharat and always work hard to make Bharat great again.

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