Over the years, I have read with interest several surveys of Indian youth. One question that is inevitably asked of youth in such surveys is — “Who is your icon? Whom do you admire the most?”

The answers would typically include youthful achievers such as Sachin Tendulkar, MS Dhoni, Aamir Khan, Deepika Padukone and, in recent days, Kangana Ranaut.

Sometimes, international icons such as Michael Jackson and Diego Maradona would also feature.

But there was one answer which appeared with amazing regularity in most such surveys, and which always stood out as unique — because it was the name of an elderly man in his 70s or 80s, not an age you would normally associate with icons of college-going youth. This was APJ Abdul Kalam, scientist, teacher and 11th President of India, who passed away from our midst recently.

When he was in his mid-70s, Abdul Kalam was twice nominated for the MTV Youth Icon of the Year Award, in 2003 and 2006. Can you imagine a senior scientist and President of the country being associated with MTV Awards, and being nominated for awards by teenage viewers of this crazily young television channel?

When Kalam spoke to school or college going audiences, he would draw crowds in the thousands, who would lustily cheer the nationalistic pledges that he often made them take. Film Director Prakash Belawadi has written about how he watched in awe as over 8,000 school children once gathered spontaneously in a stadium in Bangalore, screaming and shouting, to listen to Abdul Kalam. He was no mere scientist or politician, he was India’s home-grown rock star.

Marketers would give their right and left hands to nurture brands which can consistently command such admiration amongst youth.

So, what was the secret of Abdul Kalam’s huge draw amongst Indian youth, and can brands ever hope to replicate such appeal? Perhaps brands can never generate the spontaneous fervour this man commanded.

But as marketers, we can still learn a few valuable lessons from what made him so popular amongst teenagers and young adults alike.

Simple, compelling vision

Abdul Kalam connected with Indian youth because he gave them a simple, compelling vision — to make India a strong developed nation, by the year 2020. I think this vision inspired millions of youth, and it also provided them a sense of larger purpose, because it enabled each of them to participate in this transformative voyage. Abdul Kalam made it clear to youth that this was their own vision, one that they would carry into the future, for the sake of their beloved country.

Youth expect their icons (and indeed, their favourite brands too) to provide them a clear sense of larger purpose, either explicitly or implicitly.

Pursuit of personal dreams

Apart from providing youth a sense of larger national purpose and a unifying vision, Kalam also drew out their personal dreams. Through his books and his speeches, he spoke to young people about how specifically they could achieve their own potential.

The connect was instant, because this is one of the biggest personal questions that youth grapple with, through their years in high school and in college.

Here is what Kalam said in an interview, about why he dwelt on this particular topic. “When children are 15, 16 or 17, they decide whether they want to be a doctor, an engineer, politician, or go to Mars or the Moon. That is the time they start having a dream, that’s when you can work on them.” Youth vibe with people and brands who speak about the questions that matter most to them.

Speaking as a friend

The tone of voice that Abdul Kalam spoke with was always one of a friend. He talked with youth, he did not talk down to them. Never did he say or even presume that he knew it all, or that youth had to learn from his experience or wisdom.

On the other hand, he often said that he would learn from each of his interactions with youth. He listened and spoke with an open mind, and that was exactly how youth perceived him — as bold, yet open-minded. That is a magical combination for young adults, who are rather tired of being told what to do, from virtually every side.

In a world of dominating parents and teachers, Kalam was a refreshing change. If our so-called “youth brands” can stop sermonising, and provide the same open interface to young people, perhaps they can stand a chance of becoming iconic.

Reaching out to millions

Abdul Kalam demonstrated the incredible power of real reach. V Ponraj, who was Scientific Advisor to Kalam, spoke recently at the Madras Management Association.

He said Kalam had initially told him that he wanted to meet one lakh youth as part of his India Vision 2020. Eventually, Kalam met as many as 21 million youth before he died.

Pause and consider that awesome figure once again — here was a man who personally interacted with 21 million young people, taking his consistent message to each of them. How many marketers or brands can claim such fabulous, real and personal reach? No wonder this man from Rameswaram became an icon of youth.

Infectious charm

Abdul Kalam had a personality that naturally endeared itself to youth. He radiated the power of intellect, particularly because of the leading role he had played in India’s missile launches and nuclear tests.

On the other hand, his looks were rather unconventional for his role, with his flowing floppy silver mane of hair, and the ever-present twinkle in his eye. He appeared unaffected by power and pomp.

For instance, he was often seen waiting in queues for security check at airports. For young people, all this was a magical, irresistible combination — a rare confluence of intellect, style and humility that created infectious charm and endearing appeal.

Thank you

I would like to end this column on a personal note. I greatly admired Abdul Kalam, and I was in awe of him. I think he is one of the greatest Indians of our age. On behalf of all readers who were similarly inspired by this great man, I have penned this small poem in tribute to him. This poem is titled “Thank you for giving us wings of fire”.

You gave our minds great wings of fire

You gave our hearts fine thoughts of gold

You took our sights higher and higher

To a great strong nation, beyond the fold

You urged us, come, walk, inspire

Dream your dreams, big and bold.

These missiles of mind that you made for us

Where were they forged, and what did they bear?

How did you charm this entire land

With your twinkling smile, and your flowing hair?

You taught us to grow, and yet like a child

How did you lead us to this fantastic fair?

Missile man, missile man, hear us once more

For we rise to the wondrous sounds we heard

We rise to thank you, for paving this path

For reaching our youth, with passions stirred

We the nation, we wish you well

As you fly away, on your beautiful bird.

Harish Bhat is author of Tata Log: Eight modern stories from a timeless Institution. Views are personal. bhatharish@hotmail.com

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