Narrative Alchemy: Transforming Tales into Power
Sumonmaitra
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Oct 24, 2025
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About This Presentation
In a world saturated with data yet starved for meaning, we find ourselves at a crossroads. We have more ways to communicate than ever before, but we struggle to truly connect. We have access to infinite information, but a deficit of wisdom. The challenges we face—from fractured communities to glob...
Slide Content
2 | P a g e
Preface
In a world saturated with data yet starved for meaning, we find ourselves at a
crossroads. We have more ways to communicate than ever before, but we struggle to
truly connect. We have access to infinite information, but a deficit of wisdom. The
challenges we face—from fractured communities to global crises—cannot be solved
by spreadsheets and algorithms alone. They require a more ancient, more human
technology: the power of a story well told.
This book was born from a simple conviction: the most potent force for change on
earth is a narrative that moves the human heart. Narrative Leadership is an
exploration of this force. It is a journey across continents and cultures, seeking to
understand how great leaders, thinkers, and even entire movements have harnessed
stories to inspire belief, forge identity, and mobilize action.
Our quest is guided by the ideas in our subtitle: How Storytelling from the Heart,
the Homeland, and the Now Can Inspire Change Across Cultures.
• From the Heart: We will explore how authenticity, vulnerability, and
emotional truth create the trust necessary for any great endeavor.
• From the Homeland: We will discover that the most powerful narratives
are deeply rooted in the cultural soil from which they grow, drawing on shared
symbols, rituals, and memories that give them life.
• From the Now: We will learn that a compelling story must do more than
reflect on the past or dream of the future; it must create a sense of urgency
and provide a clear, hopeful path for action in this present moment.
This is not a book of rigid formulas but a guide to a more intuitive, empathetic, and
effective form of influence. It is an invitation to look and embrace the global wisdom
available to us—from the spiritual clarity of Eastern philosophy to the raw, creative
energy of its advertising mavens. Whether you lead a team, a company, a community,
or simply seek to lead a more purposeful life, our hope is that you will find the tools
within these pages to transform your tales into power and become the narrative
leader the world is waiting for.
Preface
In a world saturated with data yet starved for meaning, we find ourselves at a
crossroads. We have more ways to communicate than ever before, but we struggle to
truly connect. We have access to infinite information, but a deficit of wisdom. The
challenges we face—from fractured communities to global crises—cannot be solved
by spreadsheets and algorithms alone. They require a more ancient, more human
technology: the power of a story well told.
This book was born from a simple conviction: the most potent force for change on
earth is a narrative that moves the human heart. Narrative Leadership is an
exploration of this force. It is a journey across continents and cultures, seeking to
understand how great leaders, thinkers, and even entire movements have harnessed
stories to inspire belief, forge identity, and mobilize action.
Our quest is guided by the ideas in our subtitle: How Storytelling from the Heart,
the Homeland, and the Now Can Inspire Change Across Cultures.
• From the Heart: We will explore how authenticity, vulnerability, and
emotional truth create the trust necessary for any great endeavor.
• From the Homeland: We will discover that the most powerful narratives
are deeply rooted in the cultural soil from which they grow, drawing on shared
symbols, rituals, and memories that give them life.
• From the Now: We will learn that a compelling story must do more than
reflect on the past or dream of the future; it must create a sense of urgency
and provide a clear, hopeful path for action in this present moment.
This is not a book of rigid formulas but a guide to a more intuitive, empathetic, and
effective form of influence. It is an invitation to look and embrace the global wisdom
available to us—from the spiritual clarity of Eastern philosophy to the raw, creative
energy of its advertising mavens. Whether you lead a team, a company, a community,
or simply seek to lead a more purposeful life, our hope is that you will find the tools
within these pages to transform your tales into power and become the narrative
leader the world is waiting for.
3 | P a g e
Contents
Chapter 1: Introduction: The Alchemy of Narrative ............................................ 5
Chapter 2: The Art of Vision: Jobs’ IDEA Loop in Narrative Design .................... 7
“The IDEA Loop” ............................................................................................. 7
I.D.E.A. = Imagine → Disrupt → Empathize → Ascend .................... 7
The IDEA Narrative Framework (Steve Jobs Style) ......................... 7
Example in Practice: iPhone Launch (2007) ......................................... 9
Chapter 3: Storytelling with a Soul – The Piyush Pandey Way ......................... 10
Piyush Pandey’s Narrative Development Framework .............................. 14
6-Stage Narrative Development Model ............................................. 14
Case Study: Cadbury Dairy Milk (1993) ............................................... 16
Case Study: Fevicol – “Fevicol ka jod hai, tootega nahi” ................... 16
Key Philosophies of Piyush Pandey’s Storytelling .............................. 17
Chapter 4: From Freud to the Market – Narratives that Moved the Masses .... 19
Who Was Edward Bernays? ....................................................................... 19
Core Philosophy: “Engineering Consent” ....................................................... 19
Edward Bernays’ Narrative Development Model ............................................ 20
Case Study: “Torches of Freedom” – Rebranding Rebellion (1929) ................. 21
Case Study: “Bacon and Eggs – The All-American Breakfast” (1920s) .............. 24
Chapter 5: The Narrative Model of Story of Self, Story of Us, Story of Now ..... 28
– Crafting Collective Purpose Through Personal and Urgent Storytelling ........... 28
The Three Stories Framework .................................................................. 28
➤ Why It Matters: ...................................................................................... 30
3. The Story of Now – “What must we do today?” ...................................... 30
Chapter 6: The Anatomy of Authoritarian Narrative Development .................. 33
8. Visual Symbolism ................................................................................ 36
Chapter 7: CINEMA Against Control – A Narrative Framework for Resistance 38
The CINEMA Framework: Six Steps to Narrative Resistance ........................ 39
Contents
Chapter 1: Introduction: The Alchemy of Narrative ............................................ 5
Chapter 2: The Art of Vision: Jobs’ IDEA Loop in Narrative Design .................... 7
“The IDEA Loop” ............................................................................................. 7
I.D.E.A. = Imagine → Disrupt → Empathize → Ascend .................... 7
The IDEA Narrative Framework (Steve Jobs Style) ......................... 7
Example in Practice: iPhone Launch (2007) ......................................... 9
Chapter 3: Storytelling with a Soul – The Piyush Pandey Way ......................... 10
Piyush Pandey’s Narrative Development Framework .............................. 14
6-Stage Narrative Development Model ............................................. 14
Case Study: Cadbury Dairy Milk (1993) ............................................... 16
Case Study: Fevicol – “Fevicol ka jod hai, tootega nahi” ................... 16
Key Philosophies of Piyush Pandey’s Storytelling .............................. 17
Chapter 4: From Freud to the Market – Narratives that Moved the Masses .... 19
Who Was Edward Bernays? ....................................................................... 19
Core Philosophy: “Engineering Consent” ....................................................... 19
Edward Bernays’ Narrative Development Model ............................................ 20
Case Study: “Torches of Freedom” – Rebranding Rebellion (1929) ................. 21
Case Study: “Bacon and Eggs – The All-American Breakfast” (1920s) .............. 24
Chapter 5: The Narrative Model of Story of Self, Story of Us, Story of Now ..... 28
– Crafting Collective Purpose Through Personal and Urgent Storytelling ........... 28
The Three Stories Framework .................................................................. 28
➤ Why It Matters: ...................................................................................... 30
3. The Story of Now – “What must we do today?” ...................................... 30
Chapter 6: The Anatomy of Authoritarian Narrative Development .................. 33
8. Visual Symbolism ................................................................................ 36
Chapter 7: CINEMA Against Control – A Narrative Framework for Resistance 38
The CINEMA Framework: Six Steps to Narrative Resistance ........................ 39
4 | P a g e
Chapter 8: Mahatma Gandhi’s Narrative Development Process — The Path of
Dharma-Based Storytelling ................................................................................ 44
The Ten Elements of Gandhi’s Narrative Framework ............................. 44
Acknowledgment ................................................................................................ 47
Content Creator ................................................................................................... 48
Chapter 8: Mahatma Gandhi’s Narrative Development Process — The Path of
Dharma-Based Storytelling ................................................................................ 44
The Ten Elements of Gandhi’s Narrative Framework ............................. 44
Acknowledgment ................................................................................................ 47
Content Creator ................................................................................................... 48
5 | P a g e
Chapter 1: Introduction: The Alchemy
of Narrative
Leadership today is the art of narrative alchemy. It is the ability to take the raw
materials of truth, emotion, and purpose and forge them into a story that can move
people. In an era of distraction and division, leaders who can craft and deliver a
compelling narrative are the ones who will capture attention, build community, and
drive meaningful change. This book is a practical guide to mastering that art.
We will journey through diverse narrative landscapes to deconstruct the frameworks
used by some of the most influential storytellers of our time—and of history. Our
process is one of comparative wisdom, placing iconic Western models of innovation
and persuasion alongside the deeply rooted emotional intelligence of the East, the
structures of social movements, and the stark mechanics of political control and
resistance. By examining these models side-by-side, we can assemble a holistic
toolkit for narrative leadership.
The Key Models You Will Master:
This book is built around a collection of powerful, field-tested narrative development
frameworks. Each one offers a unique lens through which to view the challenge of
moving people. We will explore:
• Steve Jobs’ IDEA Loop: A framework for visionary storytelling from
Silicon Valley that turns products into revolutions by Imagining a new
future, Disrupting the status quo, Empathizing with the user, and offering a
solution that helps them Ascend.
• Piyush Pandey’s HUMANE Model: A soul-centric approach from the
heart of Indian advertising that crafts unforgettable stories by grounding them
in Human Understanding, culture, emotion, and authentic action.
• Edward Bernays’ “Engineering Consent” Model: A provocative and
cautionary look at how the "father of public relations" used psychological
insights to manipulate public opinion, engineer desire, and embed
commercial narratives into the very fabric of culture.
Chapter 1: Introduction: The Alchemy
of Narrative
Leadership today is the art of narrative alchemy. It is the ability to take the raw
materials of truth, emotion, and purpose and forge them into a story that can move
people. In an era of distraction and division, leaders who can craft and deliver a
compelling narrative are the ones who will capture attention, build community, and
drive meaningful change. This book is a practical guide to mastering that art.
We will journey through diverse narrative landscapes to deconstruct the frameworks
used by some of the most influential storytellers of our time—and of history. Our
process is one of comparative wisdom, placing iconic Western models of innovation
and persuasion alongside the deeply rooted emotional intelligence of the East, the
structures of social movements, and the stark mechanics of political control and
resistance. By examining these models side-by-side, we can assemble a holistic
toolkit for narrative leadership.
The Key Models You Will Master:
This book is built around a collection of powerful, field-tested narrative development
frameworks. Each one offers a unique lens through which to view the challenge of
moving people. We will explore:
• Steve Jobs’ IDEA Loop: A framework for visionary storytelling from
Silicon Valley that turns products into revolutions by Imagining a new
future, Disrupting the status quo, Empathizing with the user, and offering a
solution that helps them Ascend.
• Piyush Pandey’s HUMANE Model: A soul-centric approach from the
heart of Indian advertising that crafts unforgettable stories by grounding them
in Human Understanding, culture, emotion, and authentic action.
• Edward Bernays’ “Engineering Consent” Model: A provocative and
cautionary look at how the "father of public relations" used psychological
insights to manipulate public opinion, engineer desire, and embed
commercial narratives into the very fabric of culture.
6 | P a g e
• Marshall Ganz’s Story of Self, Us, and Now: A grassroots framework
born from social activism that empowers leaders to mobilize communities by
linking their personal story (Self), to the community’s shared values (Us), and
an urgent call to action (Now).
• The Anatomy of Authoritarian Narrative: A sobering analysis of how
oppressive regimes use storytelling—through myth-making, victim-framing,
and hero construction—to consolidate power, control reality, and eliminate
dissent.
• The CINEMA Model for Resistance: A counter-narrative framework
inspired by world cinema that shows how storytellers can fight back against
control by creating a Catalyst, sparking an Individual Awakening, revealing
a Narrative of Truth, and mobilizing action.
• Mahatma Gandhi’s Dharma -Based Storytelling: A profound model of
ethical influence rooted in Eastern philosophy, where narrative is a spiritual
practice anchored in moral duty (Dharma), inner struggle, and sacred
simplicity to achieve transformation.
By understanding these diverse and powerful models—from the boardroom to the
political battlefield to the path of spiritual liberation—you will learn that narrative is
not a soft skill. It is the essential architecture of leadership. This book will equip you
to not only tell your story, but to become a true narrative alchemist, capable of
turning tales into the power that moves the world.
• Marshall Ganz’s Story of Self, Us, and Now: A grassroots framework
born from social activism that empowers leaders to mobilize communities by
linking their personal story (Self), to the community’s shared values (Us), and
an urgent call to action (Now).
• The Anatomy of Authoritarian Narrative: A sobering analysis of how
oppressive regimes use storytelling—through myth-making, victim-framing,
and hero construction—to consolidate power, control reality, and eliminate
dissent.
• The CINEMA Model for Resistance: A counter-narrative framework
inspired by world cinema that shows how storytellers can fight back against
control by creating a Catalyst, sparking an Individual Awakening, revealing
a Narrative of Truth, and mobilizing action.
• Mahatma Gandhi’s Dharma -Based Storytelling: A profound model of
ethical influence rooted in Eastern philosophy, where narrative is a spiritual
practice anchored in moral duty (Dharma), inner struggle, and sacred
simplicity to achieve transformation.
By understanding these diverse and powerful models—from the boardroom to the
political battlefield to the path of spiritual liberation—you will learn that narrative is
not a soft skill. It is the essential architecture of leadership. This book will equip you
to not only tell your story, but to become a true narrative alchemist, capable of
turning tales into the power that moves the world.
7 | P a g e
Chapter 2: The Art of Vision: Jobs’ IDEA
Loop in Narrative Design
Steve Jobs was not just an
inventor—he was a storyteller
in a black turtleneck. With a
vision that turned circuits into
symphonies, he reimagined
technology as art, simplicity as
power, and products as
extensions of the human soul.
“The IDEA Loop”
Jobs didn’t just sell products — he told stories that challenged the status quo,
connected with human emotion, and created cultural shifts. His storytelling followed
a visionary rhythm, which can be captured in this 4-part IDEA Loop:
I.D.E.A. = Imagine → Disrupt → Empathize → Ascend
The IDEA Narrative Framework (Steve Jobs Style)
Stage Element Core
Question
Narrative Function Steve Jobs Style
(Example &
Approach)
I Imagine What future
do we
believe in?
✦ Start with a bold,
aspirational vision
that paints the future
your audience wants to
see.
Jobs (1984): “Why
1984 won’t be like
‘1984’.”
Jobs envisioned a
world where the
individual, not the
machine, has
power.
Chapter 2: The Art of Vision: Jobs’ IDEA
Loop in Narrative Design
Steve Jobs was not just an
inventor—he was a storyteller
in a black turtleneck. With a
vision that turned circuits into
symphonies, he reimagined
technology as art, simplicity as
power, and products as
extensions of the human soul.
“The IDEA Loop”
Jobs didn’t just sell products — he told stories that challenged the status quo,
connected with human emotion, and created cultural shifts. His storytelling followed
a visionary rhythm, which can be captured in this 4-part IDEA Loop:
I.D.E.A. = Imagine → Disrupt → Empathize → Ascend
The IDEA Narrative Framework (Steve Jobs Style)
Stage Element Core
Question
Narrative Function Steve Jobs Style
(Example &
Approach)
I Imagine What future
do we
believe in?
✦ Start with a bold,
aspirational vision
that paints the future
your audience wants to
see.
Jobs (1984): “Why
1984 won’t be like
‘1984’.”
Jobs envisioned a
world where the
individual, not the
machine, has
power.
8 | P a g e
D Disrupt What’s
broken in
today’s
world?
✦ Identify the pain
points,
inefficiencies, or
outdated norms that
frustrate users or limit
potential.
Jobs (iPhone): “All
these phones have
buttons. Buttons
are stupid.” He
mocked
complexity to
highlight the need
for change.
E Empathize Who are we
creating this
for, and
what do they
feel?
✦ Create emotional
resonance by
understanding the
user’s experience,
not just their logic.
Jobs (iPod): “A
thousand songs in
your pocket.” He
connected to how
people feel about
music, not specs.
A Ascend How will we
elevate lives
through our
solution?
✦ Show how the
transformation brings
simplicity, delight,
empowerment, or
beauty into the user’s
life.
Jobs (Mac): “It just
works.” He made
people believe the
product would
elevate their
experience and
creativity.
Explanation of Each Stage (in depth)
1. IMAGINE – "What if the world looked different?"
• Goal: Inspire with vision.
• Approach: Use clear, vivid, almost poetic language. Challenge existing
paradigms.
• Steve Jobs: “A computer for the rest of us.” — With the original Mac, he
wanted to democratize computing.
2. DISRUPT – "What’s wrong with the status quo?"
• Goal: Create tension or dissatisfaction with the present.
• Approach: Be brutally honest. Point out flaws and gaps. Make the audience
say, “Yes, that is a problem!”
D Disrupt What’s
broken in
today’s
world?
✦ Identify the pain
points,
inefficiencies, or
outdated norms that
frustrate users or limit
potential.
Jobs (iPhone): “All
these phones have
buttons. Buttons
are stupid.” He
mocked
complexity to
highlight the need
for change.
E Empathize Who are we
creating this
for, and
what do they
feel?
✦ Create emotional
resonance by
understanding the
user’s experience,
not just their logic.
Jobs (iPod): “A
thousand songs in
your pocket.” He
connected to how
people feel about
music, not specs.
A Ascend How will we
elevate lives
through our
solution?
✦ Show how the
transformation brings
simplicity, delight,
empowerment, or
beauty into the user’s
life.
Jobs (Mac): “It just
works.” He made
people believe the
product would
elevate their
experience and
creativity.
Explanation of Each Stage (in depth)
1. IMAGINE – "What if the world looked different?"
• Goal: Inspire with vision.
• Approach: Use clear, vivid, almost poetic language. Challenge existing
paradigms.
• Steve Jobs: “A computer for the rest of us.” — With the original Mac, he
wanted to democratize computing.
2. DISRUPT – "What’s wrong with the status quo?"
• Goal: Create tension or dissatisfaction with the present.
• Approach: Be brutally honest. Point out flaws and gaps. Make the audience
say, “Yes, that is a problem!”
9 | P a g e
• Steve Jobs: “Smartphones are not so smart.” He showed how existing
phones were cluttered, slow, and unintuitive.
3. EMPATHIZE – "Who is this for?"
• Goal: Build emotional connection.
• Approach: Tell a user story. Describe their dreams, struggles, and everyday
reality.
• Steve Jobs: “We made the iPad so simple, even my mom could use it.” — His
key was human-centered design.
4. ASCEND – "What transformation are we offering?"
• Goal: Show meaningful change — internal or external.
• Approach: Make the benefit feel magical or empowering, not just functional.
• Steve Jobs: “We’re changing the way people listen to music, forever.” — He
didn’t just sell gadgets; he sold experiences.
?????? Example in Practice: iPhone Launch (2007)
IDEA
Stage
Steve Jobs’ Narrative
Imagine “Today, Apple is going to reinvent the phone.”
Disrupt “Current phones are complicated, hard to use, and not smart.”
Empathize “We want something that feels natural. Something you don’t need a
stylus for. Something you can love.”
Ascend “An iPod, a phone, and an internet communicator... These are not
three separate devices. This is one device!”
Why This Model Works
• Simple: Easy to remember and apply.
• Emotional: Taps into aspirations and frustrations.
• Transformational: Shifts the audience from problem to possibility.
• Steve Jobs: “Smartphones are not so smart.” He showed how existing
phones were cluttered, slow, and unintuitive.
3. EMPATHIZE – "Who is this for?"
• Goal: Build emotional connection.
• Approach: Tell a user story. Describe their dreams, struggles, and everyday
reality.
• Steve Jobs: “We made the iPad so simple, even my mom could use it.” — His
key was human-centered design.
4. ASCEND – "What transformation are we offering?"
• Goal: Show meaningful change — internal or external.
• Approach: Make the benefit feel magical or empowering, not just functional.
• Steve Jobs: “We’re changing the way people listen to music, forever.” — He
didn’t just sell gadgets; he sold experiences.
?????? Example in Practice: iPhone Launch (2007)
IDEA
Stage
Steve Jobs’ Narrative
Imagine “Today, Apple is going to reinvent the phone.”
Disrupt “Current phones are complicated, hard to use, and not smart.”
Empathize “We want something that feels natural. Something you don’t need a
stylus for. Something you can love.”
Ascend “An iPod, a phone, and an internet communicator... These are not
three separate devices. This is one device!”
Why This Model Works
• Simple: Easy to remember and apply.
• Emotional: Taps into aspirations and frustrations.
• Transformational: Shifts the audience from problem to possibility.
10 | P a g e
Chapter 3: Storytelling with a Soul –
The Piyush Pandey Way
Piyush Pandey is one of India's most celebrated advertising minds and storytellers.
Born in Jaipur, he
joined Ogilvy &
Mather India in
1982 and
eventually rose to
become its Chief
Creative Officer,
Worldwide.
Known for infusing
storytelling with deep cultural insight, emotional resonance, and a touch of humor,
Pandey is the force behind iconic campaigns like:
• Cadbury Dairy Milk – "Kuch Khaas Hai"
• Fevicol – “Fevicol ka jod hai, tootega nahi”
• Polio Campaign – "Do Boond Zindagi Ke"
• Incredible India – "Atithi Devo Bhava"
• Coca-Cola – "Thanda Matlab Coca-Cola"
He has received the Padma Shri, the Clio Lifetime Achievement Award, and
global recognition for redefining Indian advertising through authenticity, emotion,
and simplicity.
Chapter 3: Storytelling with a Soul –
The Piyush Pandey Way
Piyush Pandey is one of India's most celebrated advertising minds and storytellers.
Born in Jaipur, he
joined Ogilvy &
Mather India in
1982 and
eventually rose to
become its Chief
Creative Officer,
Worldwide.
Known for infusing
storytelling with deep cultural insight, emotional resonance, and a touch of humor,
Pandey is the force behind iconic campaigns like:
• Cadbury Dairy Milk – "Kuch Khaas Hai"
• Fevicol – “Fevicol ka jod hai, tootega nahi”
• Polio Campaign – "Do Boond Zindagi Ke"
• Incredible India – "Atithi Devo Bhava"
• Coca-Cola – "Thanda Matlab Coca-Cola"
He has received the Padma Shri, the Clio Lifetime Achievement Award, and
global recognition for redefining Indian advertising through authenticity, emotion,
and simplicity.
11 | P a g e
Cadbury Dairy Milk –
"Kuch Khaas Hai"
Campaign (Short Overview)
Objective: Reposition
chocolate as a treat for all ages,
tapping into everyday joy and
cultural celebration.
Key Elements:
• Iconic ad featuring spontaneous joy on a cricket field
• Emotional hook: celebration, freedom, nostalgia
• Anchored in Indian culture and relationships
Key Statistics:
• Brand recall increased by 27% (Nielsen, 2004)
• Sales rose by 15% within months
• Market share grew from 70% to 75%
• Named one of India’s most memorable ads by The Economic Times
Impact: Set a benchmark for emotional storytelling and transformed Cadbury into a
multi-generational brand in India.
Cadbury Dairy Milk –
"Kuch Khaas Hai"
Campaign (Short Overview)
Objective: Reposition
chocolate as a treat for all ages,
tapping into everyday joy and
cultural celebration.
Key Elements:
• Iconic ad featuring spontaneous joy on a cricket field
• Emotional hook: celebration, freedom, nostalgia
• Anchored in Indian culture and relationships
Key Statistics:
• Brand recall increased by 27% (Nielsen, 2004)
• Sales rose by 15% within months
• Market share grew from 70% to 75%
• Named one of India’s most memorable ads by The Economic Times
Impact: Set a benchmark for emotional storytelling and transformed Cadbury into a
multi-generational brand in India.
12 | P a g e
Fevicol – “Fevicol ka jod hai, tootega nahi” Campaign
Objective: Build brand trust by
portraying Fevicol as unbreakable — both
literally and emotionally.
Key Elements:
• Witty storytelling using hyperbolic
everyday scenes (overloaded buses,
weddings, rural life)
• Deeply rooted in Indian culture
and humor
• Strong visual metaphors reinforcing durability and bonding
Key Statistics:
• Brand recall consistently above 90% (IPSOS India)
• Named India’s most trusted adhesive brand for over a decade
(Brand Equity Survey)
• Ad memorability score: 87%, among highest in Indian advertising (ET
Brand Equity)
• Helped Fevicol gain over 50% market share in India’s adhesive
industry
Impact: Created cultural catchphrases, turned a mundane product into a household
name, and became a case study in narrative branding success.
Fevicol – “Fevicol ka jod hai, tootega nahi” Campaign
Objective: Build brand trust by
portraying Fevicol as unbreakable — both
literally and emotionally.
Key Elements:
• Witty storytelling using hyperbolic
everyday scenes (overloaded buses,
weddings, rural life)
• Deeply rooted in Indian culture
and humor
• Strong visual metaphors reinforcing durability and bonding
Key Statistics:
• Brand recall consistently above 90% (IPSOS India)
• Named India’s most trusted adhesive brand for over a decade
(Brand Equity Survey)
• Ad memorability score: 87%, among highest in Indian advertising (ET
Brand Equity)
• Helped Fevicol gain over 50% market share in India’s adhesive
industry
Impact: Created cultural catchphrases, turned a mundane product into a household
name, and became a case study in narrative branding success.
13 | P a g e
Polio Campaign – “Do Boond Zindagi Ke” (Two Drops of Life)
Objective:
Eradicate polio from India by
promoting immunization
through an emotionally
resonant, nationally recognized
campaign.
Narrative Strategy:
• Story of Us: Framed as a
collective national duty — protecting every child became everyone’s
responsibility.
• Story of Self: Featured relatable parents, healthcare workers, and everyday
citizens in emotionally-driven stories.
• Story of Now: Created urgency around scheduled immunization days with
the call: “Har Bachcha, Har Baar” (Every child, every time).
Key Elements:
• Catchphrase “Do Boond Zindagi Ke” became a symbol of hope and action.
• Celebrities like Amitabh Bachchan added trust and visibility.
• Used multiple languages and media to reach remote populations.
• Combined traditional media with ground-level mobilization (e.g.,
loudspeakers, posters, door-to-door visits).
Key Statistics:
• Over 17 crore children vaccinated annually at peak campaign levels.
• Polio cases dropped from over 500 annually in 1999 to 0 in 2012.
• India officially declared polio-free in 2014 by WHO.
• Campaign recall rate: 94% in high-risk regions (UNICEF India study).
Polio Campaign – “Do Boond Zindagi Ke” (Two Drops of Life)
Objective:
Eradicate polio from India by
promoting immunization
through an emotionally
resonant, nationally recognized
campaign.
Narrative Strategy:
• Story of Us: Framed as a
collective national duty — protecting every child became everyone’s
responsibility.
• Story of Self: Featured relatable parents, healthcare workers, and everyday
citizens in emotionally-driven stories.
• Story of Now: Created urgency around scheduled immunization days with
the call: “Har Bachcha, Har Baar” (Every child, every time).
Key Elements:
• Catchphrase “Do Boond Zindagi Ke” became a symbol of hope and action.
• Celebrities like Amitabh Bachchan added trust and visibility.
• Used multiple languages and media to reach remote populations.
• Combined traditional media with ground-level mobilization (e.g.,
loudspeakers, posters, door-to-door visits).
Key Statistics:
• Over 17 crore children vaccinated annually at peak campaign levels.
• Polio cases dropped from over 500 annually in 1999 to 0 in 2012.
• India officially declared polio-free in 2014 by WHO.
• Campaign recall rate: 94% in high-risk regions (UNICEF India study).
14 | P a g e
Impact:
A textbook example of using narrative for mass behavioral change. It combined
empathy, urgency, and national pride — proving how stories can save lives.
?????? Piyush Pandey’s Narrative Development Framework
Piyush Pandey doesn’t just sell products — he builds stories that live in people’s
hearts. His process blends emotion, culture, and behavioral insight into
unforgettable narratives.
HUMANE Model
(Human Understanding for Messaging, Action, Narrative & Emotion)
6-Stage Narrative Development Model
Stage Component Core
Question
Objective Techniques
Used
Campaign
Example
Start with
the Soul
What
emotional
truth connects
people to this
message?
Identify the
underlying
emotion that
resonates
universally —
joy, pride,
nostalgia, hope,
etc.
Empathy
mapping,
emotional
anthropology,
focus groups
Cadbury
Dairy Milk
—
Celebrating
joy beyond
age: “Kuch
Khaas Hai”
Be Culturally
Rooted
What local
symbols,
habits, or
rituals can
anchor this
message?
Ground the
narrative in
cultural
familiarity to
trigger instant
recognition and
belonging.
Use of festivals,
cricket, rituals,
vernacular
idioms
Fevicol —
Adhesive
brand turned
into a
cultural icon
through rural
wedding
scenes, truck
Impact:
A textbook example of using narrative for mass behavioral change. It combined
empathy, urgency, and national pride — proving how stories can save lives.
?????? Piyush Pandey’s Narrative Development Framework
Piyush Pandey doesn’t just sell products — he builds stories that live in people’s
hearts. His process blends emotion, culture, and behavioral insight into
unforgettable narratives.
HUMANE Model
(Human Understanding for Messaging, Action, Narrative & Emotion)
6-Stage Narrative Development Model
Stage Component Core
Question
Objective Techniques
Used
Campaign
Example
Start with
the Soul
What
emotional
truth connects
people to this
message?
Identify the
underlying
emotion that
resonates
universally —
joy, pride,
nostalgia, hope,
etc.
Empathy
mapping,
emotional
anthropology,
focus groups
Cadbury
Dairy Milk
—
Celebrating
joy beyond
age: “Kuch
Khaas Hai”
Be Culturally
Rooted
What local
symbols,
habits, or
rituals can
anchor this
message?
Ground the
narrative in
cultural
familiarity to
trigger instant
recognition and
belonging.
Use of festivals,
cricket, rituals,
vernacular
idioms
Fevicol —
Adhesive
brand turned
into a
cultural icon
through rural
wedding
scenes, truck
15 | P a g e
art, and folk
humor
Find the
Human
Insight
What truth is
felt but rarely
spoken out
loud?
Reveal shared
but unspoken
human desires,
fears, or
contradictions.
Street
ethnography,
behavioral
interviews,
tension
mapping
Pulse Polio
— Emotional
appeal:
“Parents
protect out of
love, not
duty”
Tell a
Human Story
Who’s the
everyday
character we
can all relate
to?
Make the story
personal,
authentic, and
grounded in
real lives and
aspirations.
Use of local
actors, real
environments,
dialogue
authenticity
Shiksha
Campaign
(Education)
— Young
girl's
relatable
dream to
study and
grow
Make it Stick What makes
this story
unforgettable?
Use creative
hooks that live
in people’s
minds —
sound, visuals,
phrasing.
Jingles,
rhymes,
slogans,
dialect-specific
phrases
Coca-Cola
— "Thanda
Matlab Coca-
Cola"
Inspire
Action
What
behavioral or
emotional
shift are we
seeking?
Nudge people
toward action,
change in
habits, or
emotional
transformation.
Aspirational
transformation,
community
pride, behavior
modeling
Incredible
India —
“Atithi Devo
Bhava”
(Guests are
like God)
art, and folk
humor
Find the
Human
Insight
What truth is
felt but rarely
spoken out
loud?
Reveal shared
but unspoken
human desires,
fears, or
contradictions.
Street
ethnography,
behavioral
interviews,
tension
mapping
Pulse Polio
— Emotional
appeal:
“Parents
protect out of
love, not
duty”
Tell a
Human Story
Who’s the
everyday
character we
can all relate
to?
Make the story
personal,
authentic, and
grounded in
real lives and
aspirations.
Use of local
actors, real
environments,
dialogue
authenticity
Shiksha
Campaign
(Education)
— Young
girl's
relatable
dream to
study and
grow
Make it Stick What makes
this story
unforgettable?
Use creative
hooks that live
in people’s
minds —
sound, visuals,
phrasing.
Jingles,
rhymes,
slogans,
dialect-specific
phrases
Coca-Cola
— "Thanda
Matlab Coca-
Cola"
Inspire
Action
What
behavioral or
emotional
shift are we
seeking?
Nudge people
toward action,
change in
habits, or
emotional
transformation.
Aspirational
transformation,
community
pride, behavior
modeling
Incredible
India —
“Atithi Devo
Bhava”
(Guests are
like God)
16 | P a g e
Key Characteristics of Pandey’s Approach:
• Emotion First: He begins with the heart, not the product.
• Deeply Indian: Embeds narrative in the cultural and linguistic mosaic of
India.
• Simple Yet Profound: The messages are easy to grasp but leave a lasting
impact.
• People-Powered: Uses common characters and situations that reflect
India’s diversity.
• Optimistic Storytelling: Even complex social issues are framed through
hope, aspiration, and action.
?????? Case Study: Cadbury Dairy Milk (1993)
Element Application
Emotional Core Adults feel constrained — they want to celebrate like children.
Cultural
Context
Used cricket — India’s unifying passion — as a joyful moment.
Human Insight “Why is chocolate only for kids? Why not for grown-ups too?”
Story A girl dances on the field after a cricket win — carefree and
bold.
Memorable
Hook
Jingle: "Kuch khaas hai zindagi mein..."
"There’s something special in life..."
Behavioral
Change
Repositioned chocolate as a symbol of shared celebration —
across ages. Sales skyrocketed.
?????? Case Study: Fevicol – “Fevicol ka jod hai, tootega nahi”
Stage Focus
Area
Core
Question
Narrative
Strategy
Execution
Example
Start
with the
Soul
Emotional
Truth
What
emotional need
does this
address?
Connection, trust,
and permanence
– celebrating
strong bonds in
relationships and
daily life.
Glorifies
unbreakable
relationships
using adhesive
as metaphor for
emotional
bonding.
Be
Culturally
Rooted
Indian
Context &
Symbols
What Indian
realities can
ground this
message?
Rooted in rural,
middle-class life
– truck art,
wedding carts,
The famous
truck with
“Fevicol ka jod”
painted behind,
Key Characteristics of Pandey’s Approach:
• Emotion First: He begins with the heart, not the product.
• Deeply Indian: Embeds narrative in the cultural and linguistic mosaic of
India.
• Simple Yet Profound: The messages are easy to grasp but leave a lasting
impact.
• People-Powered: Uses common characters and situations that reflect
India’s diversity.
• Optimistic Storytelling: Even complex social issues are framed through
hope, aspiration, and action.
?????? Case Study: Cadbury Dairy Milk (1993)
Element Application
Emotional Core Adults feel constrained — they want to celebrate like children.
Cultural
Context
Used cricket — India’s unifying passion — as a joyful moment.
Human Insight “Why is chocolate only for kids? Why not for grown-ups too?”
Story A girl dances on the field after a cricket win — carefree and
bold.
Memorable
Hook
Jingle: "Kuch khaas hai zindagi mein..."
"There’s something special in life..."
Behavioral
Change
Repositioned chocolate as a symbol of shared celebration —
across ages. Sales skyrocketed.
?????? Case Study: Fevicol – “Fevicol ka jod hai, tootega nahi”
Stage Focus
Area
Core
Question
Narrative
Strategy
Execution
Example
Start
with the
Soul
Emotional
Truth
What
emotional need
does this
address?
Connection, trust,
and permanence
– celebrating
strong bonds in
relationships and
daily life.
Glorifies
unbreakable
relationships
using adhesive
as metaphor for
emotional
bonding.
Be
Culturally
Rooted
Indian
Context &
Symbols
What Indian
realities can
ground this
message?
Rooted in rural,
middle-class life
– truck art,
wedding carts,
The famous
truck with
“Fevicol ka jod”
painted behind,
17 | P a g e
and local
transportation
reflect
authenticity.
carrying
excessive
passengers.
Find
the
Human
Insight
Unspoken
Truth
What do people
feel but rarely
articulate?
Indians admire
durability and
“jugaar” (creative
problem-solving)
in everyday life.
The stronger
something
holds, the more
it earns
respect—be it
glue or a
relationship.
Tell a
Human
Story
Character &
Relatability
Who are the
relatable
characters in
this story?
Use of rural
people,
carpenters, and
everyday workers
to make the
message
believable and
local.
Wedding
scenes,
laborers,
humorous
overload
situations—all
reflect relatable
imagery.
Make it
Stick
Creative
Recall
What makes
the message
unforgettable?
Witty one-liner
slogan,
exaggerated
visuals, use of
rustic humor,
iconic trucks and
social settings.
“Fevicol ka jod
hai, tootega
nahi” became a
proverb.
Inspire
Action
Behavior or
Attitude
Shift
What change
do we want to
bring?
Make Fevicol
synonymous with
unmatched
strength and
reliability—no
need to compare
with others.
Fevicol became
the default
term for strong
glue, even in
rural and low-
literacy areas.
Key Philosophies of Piyush Pandey’s Storytelling
Principle Explanation
Emotion First “People forget facts, but they remember how your story
made them feel.”
Celebrate the
Everyday Indian
His heroes are rickshaw-pullers, aunties, kids — never
distant or elite.
Speak in People’s
Language
Campaigns use Hindi, Urdu, Bangla, Bhojpuri — the
language of the street and the heart.
Use Humor to
Deliver Truth
Even serious issues like overpopulation, superstition,
and polio were handled with charm.
and local
transportation
reflect
authenticity.
carrying
excessive
passengers.
Find
the
Human
Insight
Unspoken
Truth
What do people
feel but rarely
articulate?
Indians admire
durability and
“jugaar” (creative
problem-solving)
in everyday life.
The stronger
something
holds, the more
it earns
respect—be it
glue or a
relationship.
Tell a
Human
Story
Character &
Relatability
Who are the
relatable
characters in
this story?
Use of rural
people,
carpenters, and
everyday workers
to make the
message
believable and
local.
Wedding
scenes,
laborers,
humorous
overload
situations—all
reflect relatable
imagery.
Make it
Stick
Creative
Recall
What makes
the message
unforgettable?
Witty one-liner
slogan,
exaggerated
visuals, use of
rustic humor,
iconic trucks and
social settings.
“Fevicol ka jod
hai, tootega
nahi” became a
proverb.
Inspire
Action
Behavior or
Attitude
Shift
What change
do we want to
bring?
Make Fevicol
synonymous with
unmatched
strength and
reliability—no
need to compare
with others.
Fevicol became
the default
term for strong
glue, even in
rural and low-
literacy areas.
Key Philosophies of Piyush Pandey’s Storytelling
Principle Explanation
Emotion First “People forget facts, but they remember how your story
made them feel.”
Celebrate the
Everyday Indian
His heroes are rickshaw-pullers, aunties, kids — never
distant or elite.
Speak in People’s
Language
Campaigns use Hindi, Urdu, Bangla, Bhojpuri — the
language of the street and the heart.
Use Humor to
Deliver Truth
Even serious issues like overpopulation, superstition,
and polio were handled with charm.
18 | P a g e
Link Stories to
National Pride
Many campaigns promote values like unity, hospitality,
and responsibility.
Summary Table: Piyush Pandey’s Narrative Process
Stage Focus Area Purpose Style
1 Soul &
Emotion
Create emotional resonance Empathy-driven
2 Culture Ensure relatability Rooted in Indian reality
3 Human Insight Create reflection Behaviorally sharp
4 Personal Story Create connection Character-first
5 Memorability Ensure recall and spread Song, slogan, slogan
6 Action Inspire behavior or belief
change
Aspirational &
emotional
Closing Thought by Piyush Pandey
“The best stories are the ones that make people say: That’s me. That’s when they stop
watching an ad — and start owning the message.”
Link Stories to
National Pride
Many campaigns promote values like unity, hospitality,
and responsibility.
Summary Table: Piyush Pandey’s Narrative Process
Stage Focus Area Purpose Style
1 Soul &
Emotion
Create emotional resonance Empathy-driven
2 Culture Ensure relatability Rooted in Indian reality
3 Human Insight Create reflection Behaviorally sharp
4 Personal Story Create connection Character-first
5 Memorability Ensure recall and spread Song, slogan, slogan
6 Action Inspire behavior or belief
change
Aspirational &
emotional
Closing Thought by Piyush Pandey
“The best stories are the ones that make people say: That’s me. That’s when they stop
watching an ad — and start owning the message.”
19 | P a g e
Chapter 4: From Freud to the Market –
Narratives that Moved the Masses
?????? Who Was Edward Bernays?
Edward Bernays (1891–1995) was an Austrian American pioneer of public
relations and propaganda, often hailed as the "Father of Public Relations." A
nephew of Sigmund
Freud, Bernays fused
Freudian
psychoanalysis
with mass
communication
techniques to
influence public
behavior. His ideas
profoundly shaped 20th-century marketing, politics, and media.
He didn’t just tell stories — he engineered beliefs, shifted norms, and created
demand by manipulating symbols, emotions, and public perception.
?????? Core Philosophy: “Engineering Consent”
Bernays believed that public narratives are tools of social control and that in a
democratic society, elites must engineer consent by shaping public opinion
through strategically crafted narratives.
“The conscious and intelligent manipulation of the organized habits
and opinions of the masses is an important element in democratic
society.” — Edward Bernays
He argued that people often act on unconscious desires rather than rational
thought. By influencing these desires through symbols, rituals, and authority,
behavior could be changed.
Chapter 4: From Freud to the Market –
Narratives that Moved the Masses
?????? Who Was Edward Bernays?
Edward Bernays (1891–1995) was an Austrian American pioneer of public
relations and propaganda, often hailed as the "Father of Public Relations." A
nephew of Sigmund
Freud, Bernays fused
Freudian
psychoanalysis
with mass
communication
techniques to
influence public
behavior. His ideas
profoundly shaped 20th-century marketing, politics, and media.
He didn’t just tell stories — he engineered beliefs, shifted norms, and created
demand by manipulating symbols, emotions, and public perception.
?????? Core Philosophy: “Engineering Consent”
Bernays believed that public narratives are tools of social control and that in a
democratic society, elites must engineer consent by shaping public opinion
through strategically crafted narratives.
“The conscious and intelligent manipulation of the organized habits
and opinions of the masses is an important element in democratic
society.” — Edward Bernays
He argued that people often act on unconscious desires rather than rational
thought. By influencing these desires through symbols, rituals, and authority,
behavior could be changed.
20 | P a g e
?????? Edward Bernays’ Narrative Development Model
Also known as the “Engineering Consent” Model
Stage Definition Narrative
Function
Example
1. Audience
Identification
Understand the
psychology,
culture, values,
and emotional
drivers of the
audience.
Tailors narrative
to resonate deeply
with the group’s
mindset.
Women in the
1920s yearning for
liberation and
public presence.
2. Emotional
Hooking
Use symbols,
metaphors,
archetypes, and
emotional language
to trigger
subconscious
motivations.
Creates emotional
relevance and
bypasses rational
resistance.
“Torches of
Freedom” =
Cigarettes as
symbols of
feminist
rebellion.
3. Authority
Association
Align message with
trusted figures,
institutions, or
ideals.
Provides
legitimacy and
counters doubt.
Doctors endorsing
bacon as part of a
healthy breakfast.
4. Social
Proof
Demonstrate mass
adoption: “people
like you” believe or
act this way.
Builds
conformity and
reduces
resistance.
Photos of high-
society women
smoking in public.
5. Media
Amplification
Use newspapers,
radio, art,
influencers to make
the narrative
omnipresent.
Embeds story into
the cultural
conversation.
Planted stories in
fashion columns
and news
coverage.
?????? Edward Bernays’ Narrative Development Model
Also known as the “Engineering Consent” Model
Stage Definition Narrative
Function
Example
1. Audience
Identification
Understand the
psychology,
culture, values,
and emotional
drivers of the
audience.
Tailors narrative
to resonate deeply
with the group’s
mindset.
Women in the
1920s yearning for
liberation and
public presence.
2. Emotional
Hooking
Use symbols,
metaphors,
archetypes, and
emotional language
to trigger
subconscious
motivations.
Creates emotional
relevance and
bypasses rational
resistance.
“Torches of
Freedom” =
Cigarettes as
symbols of
feminist
rebellion.
3. Authority
Association
Align message with
trusted figures,
institutions, or
ideals.
Provides
legitimacy and
counters doubt.
Doctors endorsing
bacon as part of a
healthy breakfast.
4. Social
Proof
Demonstrate mass
adoption: “people
like you” believe or
act this way.
Builds
conformity and
reduces
resistance.
Photos of high-
society women
smoking in public.
5. Media
Amplification
Use newspapers,
radio, art,
influencers to make
the narrative
omnipresent.
Embeds story into
the cultural
conversation.
Planted stories in
fashion columns
and news
coverage.
21 | P a g e
6. Narrative
Embedding
Transform the
narrative into a
ritual, identity, or
lifestyle choice.
Ensures the story
becomes part of
everyday
behavior.
Smoking =
Expression of
female
independence.
?????? Case Study: “Torches of Freedom” – Rebranding Rebellion (1929)
Objective
To dramatically increase cigarette sales by making it socially acceptable — even
fashionable — for women to smoke in public, which was then considered improper
and taboo.
The Challenge
In the 1920s, the American tobacco industry faced a gendered barrier: public
smoking by women was viewed as morally inappropriate and unladylike.
Women who smoked were often stigmatized, especially in public spaces. This
cultural taboo excluded half the population from the booming cigarette market.
Edward Bernays’ Strategy: Engineering a Social Shift
The American Tobacco Company hired Edward Bernays to break the taboo. Rather
than simply running ads, Bernays designed a cultural intervention — a
masterclass in narrative manipulation. His approach blended psychology,
symbolism, media spectacle, and public sentiment.
Here’s how he did it:
Frame Cigarettes as a Symbol of Liberation
Bernays recognized that women’s rights and feminism were rising social
movements. He reframed smoking — previously seen as vulgar for women — as an
act of rebellion and freedom.
6. Narrative
Embedding
Transform the
narrative into a
ritual, identity, or
lifestyle choice.
Ensures the story
becomes part of
everyday
behavior.
Smoking =
Expression of
female
independence.
?????? Case Study: “Torches of Freedom” – Rebranding Rebellion (1929)
Objective
To dramatically increase cigarette sales by making it socially acceptable — even
fashionable — for women to smoke in public, which was then considered improper
and taboo.
The Challenge
In the 1920s, the American tobacco industry faced a gendered barrier: public
smoking by women was viewed as morally inappropriate and unladylike.
Women who smoked were often stigmatized, especially in public spaces. This
cultural taboo excluded half the population from the booming cigarette market.
Edward Bernays’ Strategy: Engineering a Social Shift
The American Tobacco Company hired Edward Bernays to break the taboo. Rather
than simply running ads, Bernays designed a cultural intervention — a
masterclass in narrative manipulation. His approach blended psychology,
symbolism, media spectacle, and public sentiment.
Here’s how he did it:
Frame Cigarettes as a Symbol of Liberation
Bernays recognized that women’s rights and feminism were rising social
movements. He reframed smoking — previously seen as vulgar for women — as an
act of rebellion and freedom.
22 | P a g e
Smoking wouldn’t just be about nicotine; it would become a statement of identity,
independence, and gender equality.
Stage a Symbolic Public Event
Bernays orchestrated a highly visible
stunt at the New York City Easter
Parade in 1929 — a widely covered,
upper-class public spectacle.
• He secretly recruited young,
stylish women to participate in
the parade.
• At a pre-arranged signal, they all
lit cigarettes simultaneously
while marching down Fifth
Avenue.
• These women were introduced to
the press as “feminist freedom fighters” who were asserting their right to
do what men could — including smoking in public.
Coin a Powerful Phrase: “Torches of Freedom”
To drive the narrative home, Bernays coined the evocative term “Torches of
Freedom.”
He instructed the press to refer to the women’s cigarettes as these symbolic torches,
aligning smoking with the imagery of liberty and suffrage.
This phrase transformed a cigarette into a prop of protest and a beacon of
empowerment.
Leverage the Media
Bernays made sure journalists were present at the parade.
• He planted stories in advance and ensured widespread coverage afterward.
Smoking wouldn’t just be about nicotine; it would become a statement of identity,
independence, and gender equality.
Stage a Symbolic Public Event
Bernays orchestrated a highly visible
stunt at the New York City Easter
Parade in 1929 — a widely covered,
upper-class public spectacle.
• He secretly recruited young,
stylish women to participate in
the parade.
• At a pre-arranged signal, they all
lit cigarettes simultaneously
while marching down Fifth
Avenue.
• These women were introduced to
the press as “feminist freedom fighters” who were asserting their right to
do what men could — including smoking in public.
Coin a Powerful Phrase: “Torches of Freedom”
To drive the narrative home, Bernays coined the evocative term “Torches of
Freedom.”
He instructed the press to refer to the women’s cigarettes as these symbolic torches,
aligning smoking with the imagery of liberty and suffrage.
This phrase transformed a cigarette into a prop of protest and a beacon of
empowerment.
Leverage the Media
Bernays made sure journalists were present at the parade.
• He planted stories in advance and ensured widespread coverage afterward.
23 | P a g e
• Newspapers, magazines, and radio hosts amplified the stunt as a
spontaneous feminist uprising, not a carefully planned PR campaign.
The Outcome: A Cultural Tectonic Shift
The “Torches of Freedom” stunt went viral — 1920s-style.
• Women across America began to see smoking as an act of
empowerment .
• The social stigma around women smoking rapidly eroded.
• The tobacco industry opened a massive new market, and cigarette sales
skyrocketed among women.
What had once been taboo became fashionable, rebellious, and modern — all
thanks to a meticulously crafted narrative.
Why This Matters
Bernays’ “Torches of Freedom” campaign is now considered one of the most iconic —
and controversial — examples of narrative development for commercial
manipulation. It showed the immense power of story, symbolism, and media
orchestration in shaping behavior, culture, and public norms.
While it boosted sales, it also contributed to decades of smoking-related health
problems, raising ethical questions about the manipulation of social movements for
profit.
Tools Bernays Used in Narrative Engineering
Tool Function
Symbolic Public
Events
Draw emotional attention and media coverage (e.g.,
parades, protests).
Press Manipulation Plant stories, op-eds, or rumors that feel organic.
Expert Endorsements Use professionals or academics to build trust.
Celebrity & Elite
Influence
Use aspirational figures to shape perception.
• Newspapers, magazines, and radio hosts amplified the stunt as a
spontaneous feminist uprising, not a carefully planned PR campaign.
The Outcome: A Cultural Tectonic Shift
The “Torches of Freedom” stunt went viral — 1920s-style.
• Women across America began to see smoking as an act of
empowerment .
• The social stigma around women smoking rapidly eroded.
• The tobacco industry opened a massive new market, and cigarette sales
skyrocketed among women.
What had once been taboo became fashionable, rebellious, and modern — all
thanks to a meticulously crafted narrative.
Why This Matters
Bernays’ “Torches of Freedom” campaign is now considered one of the most iconic —
and controversial — examples of narrative development for commercial
manipulation. It showed the immense power of story, symbolism, and media
orchestration in shaping behavior, culture, and public norms.
While it boosted sales, it also contributed to decades of smoking-related health
problems, raising ethical questions about the manipulation of social movements for
profit.
Tools Bernays Used in Narrative Engineering
Tool Function
Symbolic Public
Events
Draw emotional attention and media coverage (e.g.,
parades, protests).
Press Manipulation Plant stories, op-eds, or rumors that feel organic.
Expert Endorsements Use professionals or academics to build trust.
Celebrity & Elite
Influence
Use aspirational figures to shape perception.
24 | P a g e
Polling & Market
Research
Understand emotional drivers of target audiences.
Emotional Symbolism Attach feelings like freedom, safety, masculinity to
objects.
?????? Case Study: “Bacon and Eggs – The All-American Breakfast” (1920s)
How Edward Bernays Turned a Heavy Meal into a National Morning
Ritual
Objective
To boost sales of bacon by reshaping what Americans considered a “healthy”
breakfast.
The Challenge
In the early 1920s, most Americans
ate light breakfasts — a piece of
toast, coffee, maybe fruit. This
wasn’t ideal for meat producers like
Beech-Nut Packing Company,
which sold bacon. They needed to
create demand where none
existed. But how could they make
eating bacon in the morning feel
not only acceptable — but
necessary?
Bernays’ Strategy: Reframing Health Through Authority
1. Create a Medical Narrative
Bernays didn’t push bacon through ads or recipes. Instead, he framed it as
scientifically recommended.
He approached a respected physician working with his agency and posed a question:
Polling & Market
Research
Understand emotional drivers of target audiences.
Emotional Symbolism Attach feelings like freedom, safety, masculinity to
objects.
?????? Case Study: “Bacon and Eggs – The All-American Breakfast” (1920s)
How Edward Bernays Turned a Heavy Meal into a National Morning
Ritual
Objective
To boost sales of bacon by reshaping what Americans considered a “healthy”
breakfast.
The Challenge
In the early 1920s, most Americans
ate light breakfasts — a piece of
toast, coffee, maybe fruit. This
wasn’t ideal for meat producers like
Beech-Nut Packing Company,
which sold bacon. They needed to
create demand where none
existed. But how could they make
eating bacon in the morning feel
not only acceptable — but
necessary?
Bernays’ Strategy: Reframing Health Through Authority
1. Create a Medical Narrative
Bernays didn’t push bacon through ads or recipes. Instead, he framed it as
scientifically recommended.
He approached a respected physician working with his agency and posed a question:
25 | P a g e
“Would a larger breakfast be healthier than a light one?”
The doctor agreed: heavier breakfasts could improve metabolism and energy levels
for working adults.
Bernays then asked the doctor to write to 5,000 other doctors, asking for their
professional opinions on the matter.
2. Mobilize Expert Endorsement
Most doctors responded positively to the idea of a hearty breakfast. Bernays
compiled their responses and issued a press release:
“4,500 physicians recommend a hearty breakfast — including bacon and
eggs — as essential for energy and good health.”
This wasn’t an ad. It looked like objective medical advice. And it was picked up
widely by newspapers and magazines.
3. Embed the Meal in National Identity
Bernays began describing bacon and eggs as the “All-American Breakfast”, tying
it to national pride, strength, and tradition — even though the tradition didn’t exist
yet.
He turned a sales strategy into a cultural belief:
“Real Americans eat bacon and eggs.”
The Role of Media & Social Proof
• Bernays made sure these stories appeared in health columns, not
advertisements.
• Home economics teachers , cookbooks, and radio shows began
promoting this “doctor-recommended” breakfast.
• Over time, American kitchens reoriented themselves around this ideal:
frying pans with bacon, eggs, and toast became a morning staple.
“Would a larger breakfast be healthier than a light one?”
The doctor agreed: heavier breakfasts could improve metabolism and energy levels
for working adults.
Bernays then asked the doctor to write to 5,000 other doctors, asking for their
professional opinions on the matter.
2. Mobilize Expert Endorsement
Most doctors responded positively to the idea of a hearty breakfast. Bernays
compiled their responses and issued a press release:
“4,500 physicians recommend a hearty breakfast — including bacon and
eggs — as essential for energy and good health.”
This wasn’t an ad. It looked like objective medical advice. And it was picked up
widely by newspapers and magazines.
3. Embed the Meal in National Identity
Bernays began describing bacon and eggs as the “All-American Breakfast”, tying
it to national pride, strength, and tradition — even though the tradition didn’t exist
yet.
He turned a sales strategy into a cultural belief:
“Real Americans eat bacon and eggs.”
The Role of Media & Social Proof
• Bernays made sure these stories appeared in health columns, not
advertisements.
• Home economics teachers , cookbooks, and radio shows began
promoting this “doctor-recommended” breakfast.
• Over time, American kitchens reoriented themselves around this ideal:
frying pans with bacon, eggs, and toast became a morning staple.
26 | P a g e
The Outcome: A National Ritual is Born
• Within a few years, bacon and eggs became the default American
breakfast.
• Beech-Nut’s bacon sales soared.
• Bernays didn’t just change a habit — he created a story about health,
authority, and national identity that shaped morning routines for
generations.
Why This Matters
This case shows how narratives can be crafted to reshape cultural norms —
even around something as intimate and personal as what we eat in the morning.
Bernays didn’t create demand through logic or taste. He used authority,
repetition, emotional framing, and cultural association to turn bacon from
a sidelined product into a symbol of health and patriotism.
Bernays vs. Traditional Storytelling
Bernays’ Narrative Engineering Traditional Storytelling
Designed to influence behavior Designed to entertain or inform
Uses emotion and symbolism as
tools
Focuses on plot and characters
Employs third-party credibility Uses direct narration or
storytelling
Often covert and manipulative Usually transparent and reflective
Seeks to embed ideology in daily
life
Aims to share values or
imagination
The Outcome: A National Ritual is Born
• Within a few years, bacon and eggs became the default American
breakfast.
• Beech-Nut’s bacon sales soared.
• Bernays didn’t just change a habit — he created a story about health,
authority, and national identity that shaped morning routines for
generations.
Why This Matters
This case shows how narratives can be crafted to reshape cultural norms —
even around something as intimate and personal as what we eat in the morning.
Bernays didn’t create demand through logic or taste. He used authority,
repetition, emotional framing, and cultural association to turn bacon from
a sidelined product into a symbol of health and patriotism.
Bernays vs. Traditional Storytelling
Bernays’ Narrative Engineering Traditional Storytelling
Designed to influence behavior Designed to entertain or inform
Uses emotion and symbolism as
tools
Focuses on plot and characters
Employs third-party credibility Uses direct narration or
storytelling
Often covert and manipulative Usually transparent and reflective
Seeks to embed ideology in daily
life
Aims to share values or
imagination
27 | P a g e
Criticisms of Bernays’ Model
Concern Description
Manipulative Critics argue it treats people as emotional subjects, not
rational agents.
Anti-
democratic
Undermines open debate by engineering false consensus.
Elitist Assumes a ruling class should control the narrative.
Despite these criticisms, his influence endures in:
• Modern branding and advertising
• Political campaigns
• Media spin and public influence strategies
Summary: Bernays' Narrative Development Framework
Step Action
1. Know your
audience
Psychological profiling + cultural mapping
2. Leverage
emotion
Tap into primal emotions: pride, fear, desire
3. Build legitimacy Use experts, trusted institutions, and elite figures
4. Normalize
behavior
Show peer support, use influencers, create "everyone’s
doing it" effect
5. Amplify message Run media campaigns, stage events, flood public
discourse
6. Embed narrative Transform story into lifestyle, identity, social norm
Criticisms of Bernays’ Model
Concern Description
Manipulative Critics argue it treats people as emotional subjects, not
rational agents.
Anti-
democratic
Undermines open debate by engineering false consensus.
Elitist Assumes a ruling class should control the narrative.
Despite these criticisms, his influence endures in:
• Modern branding and advertising
• Political campaigns
• Media spin and public influence strategies
Summary: Bernays' Narrative Development Framework
Step Action
1. Know your
audience
Psychological profiling + cultural mapping
2. Leverage
emotion
Tap into primal emotions: pride, fear, desire
3. Build legitimacy Use experts, trusted institutions, and elite figures
4. Normalize
behavior
Show peer support, use influencers, create "everyone’s
doing it" effect
5. Amplify message Run media campaigns, stage events, flood public
discourse
6. Embed narrative Transform story into lifestyle, identity, social norm
28 | P a g e
Chapter 5: The Narrative Model of
Story of Self, Story of Us, Story of Now
– Crafting Collective Purpose Through Personal and Urgent Storytelling
Introduction: Why Stories Matter
In a world driven by logic and data, it is easy to forget that humans are
storytelling creatures. We are inspired to
act not by facts alone, but by emotions,
meaning, and shared purpose. The Story of
Self, Us, and Now model, developed by
Harvard professor and civil rights activist
Marshall Ganz, harnesses the power of
narrative for social change by connecting
the personal to the political, and the emotional to the strategic.
This model has empowered grassroots leaders, social movements, political
campaigns (like Barack Obama's 2008 campaign), and development programs across
the world. It offers a structure to tell stories that move people to action by
aligning identity, values, and urgency.
?????? The Three Stories Framework
Story
Element
Purpose Key Question
Answered
Story of Self Builds authenticity and trust “Why am I called to act?”
Story of Us Creates shared identity and values “Who are we together?”
Story of Now Establishes urgency and a call to
action
“Why must we act now?”
Chapter 5: The Narrative Model of
Story of Self, Story of Us, Story of Now
– Crafting Collective Purpose Through Personal and Urgent Storytelling
Introduction: Why Stories Matter
In a world driven by logic and data, it is easy to forget that humans are
storytelling creatures. We are inspired to
act not by facts alone, but by emotions,
meaning, and shared purpose. The Story of
Self, Us, and Now model, developed by
Harvard professor and civil rights activist
Marshall Ganz, harnesses the power of
narrative for social change by connecting
the personal to the political, and the emotional to the strategic.
This model has empowered grassroots leaders, social movements, political
campaigns (like Barack Obama's 2008 campaign), and development programs across
the world. It offers a structure to tell stories that move people to action by
aligning identity, values, and urgency.
?????? The Three Stories Framework
Story
Element
Purpose Key Question
Answered
Story of Self Builds authenticity and trust “Why am I called to act?”
Story of Us Creates shared identity and values “Who are we together?”
Story of Now Establishes urgency and a call to
action
“Why must we act now?”
29 | P a g e
Let’s unpack each one in detail:
???????????? 1. The Story of Self – “Why am I here?”
➤ What It Is:
A personal story that reveals the values, challenges, and choices that shaped the
speaker's identity and motivation for leadership or action.
➤ Why It Matters:
People don’t connect to abstract goals — they connect to people with purpose. The
Story of Self humanizes the speaker and shows empathy, vulnerability, and
moral clarity.
➤ Elements to Include:
• A defining moment or challenge.
• A personal choice you had to make.
• The outcome and what you learned.
• How that relates to your mission today.
Example:
"When I was 13, my family lost our home to eviction. I remember my mother
breaking down in front of the landlord, begging for a few more days. That moment
taught me about dignity, injustice, and silence. I chose to never stay silent again.
That’s why I now work on housing justice."
?????? 2. The Story of Us – “Why are we here together?”
➤ What It Is:
A collective story that reflects the shared values, common experiences, or
mutual hopes of a group, community, or movement.
Let’s unpack each one in detail:
???????????? 1. The Story of Self – “Why am I here?”
➤ What It Is:
A personal story that reveals the values, challenges, and choices that shaped the
speaker's identity and motivation for leadership or action.
➤ Why It Matters:
People don’t connect to abstract goals — they connect to people with purpose. The
Story of Self humanizes the speaker and shows empathy, vulnerability, and
moral clarity.
➤ Elements to Include:
• A defining moment or challenge.
• A personal choice you had to make.
• The outcome and what you learned.
• How that relates to your mission today.
Example:
"When I was 13, my family lost our home to eviction. I remember my mother
breaking down in front of the landlord, begging for a few more days. That moment
taught me about dignity, injustice, and silence. I chose to never stay silent again.
That’s why I now work on housing justice."
?????? 2. The Story of Us – “Why are we here together?”
➤ What It Is:
A collective story that reflects the shared values, common experiences, or
mutual hopes of a group, community, or movement.
30 | P a g e
➤ Why It Matters:
People need to feel they are not alone. By telling a story of collective identity and
struggle, you create a sense of belonging, solidarity, and shared purpose.
➤ Elements to Include:
• What binds the group together (values, history, challenges).
• Examples of how the group has stood together before.
• The vision or belief the group holds.
Example:
"We are parents, workers, and neighbors who believe that every child deserves a
safe, clean place to grow up. We’ve seen what happens when our voices go unheard.
But when we organized last year to stop the toxic plant, we proved that together,
we are powerful."
⏰ 3. The Story of Now – “What must we do today?”
➤ What It Is:
A call to action that communicates the urgency of this moment, the stakes
involved, and a path forward.
➤ Why It Matters:
Without urgency, people wait. Without a clear ask, people hesitate. The Story of Now
rallies people to move from intention to action.
➤ Elements to Include:
• The current challenge or threat.
• The risk of inaction.
• A hopeful path forward.
• A specific, collective action.
➤ Why It Matters:
People need to feel they are not alone. By telling a story of collective identity and
struggle, you create a sense of belonging, solidarity, and shared purpose.
➤ Elements to Include:
• What binds the group together (values, history, challenges).
• Examples of how the group has stood together before.
• The vision or belief the group holds.
Example:
"We are parents, workers, and neighbors who believe that every child deserves a
safe, clean place to grow up. We’ve seen what happens when our voices go unheard.
But when we organized last year to stop the toxic plant, we proved that together,
we are powerful."
⏰ 3. The Story of Now – “What must we do today?”
➤ What It Is:
A call to action that communicates the urgency of this moment, the stakes
involved, and a path forward.
➤ Why It Matters:
Without urgency, people wait. Without a clear ask, people hesitate. The Story of Now
rallies people to move from intention to action.
➤ Elements to Include:
• The current challenge or threat.
• The risk of inaction.
• A hopeful path forward.
• A specific, collective action.
31 | P a g e
Example:
"Right now, our city council is deciding whether to approve the eviction
moratorium. If we stay silent, thousands will suffer. But if we speak up now — if we
show up next Monday at City Hall — we can make them listen. This is our moment
to protect each other."
How the Three Stories Work Together
These stories build on each other:
• Your Story of Self builds credibility and emotional connection.
• The Story of Us creates collective identity and belonging.
• The Story of Now delivers urgency and direction.
Together, they create a narrative arc that moves hearts and spurs action.
Real-World Examples
Story
Type
Example Source Context
Story of
Self
Greta Thunberg: Her school strike began because of
her personal anxiety about climate change and feeling
powerless.
Climate
Action
Story of
Us
#MeToo Movement : “We are not alone in our
suffering.” The movement echoed the shared trauma
and resilience of millions.
Gender
Justice
Story of
Now
Barack Obama’s 2008 Campaign : “We are the
change we’ve been waiting for.” Called on Americans to
unite for transformation.
Political
Movement
Tools & Techniques
• Emotion, not just logic – use sensory language and feelings.
• Show, don’t just tell – describe moments and choices.
• Keep it short – 2–3 minutes per story.
• Practice and refine – storytelling is a skill, not a script.
Example:
"Right now, our city council is deciding whether to approve the eviction
moratorium. If we stay silent, thousands will suffer. But if we speak up now — if we
show up next Monday at City Hall — we can make them listen. This is our moment
to protect each other."
How the Three Stories Work Together
These stories build on each other:
• Your Story of Self builds credibility and emotional connection.
• The Story of Us creates collective identity and belonging.
• The Story of Now delivers urgency and direction.
Together, they create a narrative arc that moves hearts and spurs action.
Real-World Examples
Story
Type
Example Source Context
Story of
Self
Greta Thunberg: Her school strike began because of
her personal anxiety about climate change and feeling
powerless.
Climate
Action
Story of
Us
#MeToo Movement : “We are not alone in our
suffering.” The movement echoed the shared trauma
and resilience of millions.
Gender
Justice
Story of
Now
Barack Obama’s 2008 Campaign : “We are the
change we’ve been waiting for.” Called on Americans to
unite for transformation.
Political
Movement
Tools & Techniques
• Emotion, not just logic – use sensory language and feelings.
• Show, don’t just tell – describe moments and choices.
• Keep it short – 2–3 minutes per story.
• Practice and refine – storytelling is a skill, not a script.
32 | P a g e
Common Mistakes to Avoid
• Making the story too abstract or generic.
• Trying to impress rather than connect.
• Avoiding vulnerability — it’s the bridge to trust.
• Not ending with a clear and doable action.
Why This Model Works
The Story of Self, Us, and Now taps into:
Emotional engagement
Shared identity formation
Urgent collective action
It creates moral clarity and collective momentum, especially useful in
advocacy, grassroots organizing, leadership training, and development initiatives.
Summary Table
Story Purpose Key Message Outcome
Self Build trust through personal
values
“This is why I care” Authenticity
Us Create community &
belonging
“We are in this
together”
Solidarity
Now Inspire immediate action “We must act now” Urgency &
Movement
Final Thought
The Story of Self, Story of Us, Story of Now is not just a communication strategy —
it’s a leadership practice. It allows individuals and communities to rediscover
their agency, values, and voice, and turn them into collective action for
change.
As Marshall Ganz says,
"Stories are not just about what is — they are about what could be."
Common Mistakes to Avoid
• Making the story too abstract or generic.
• Trying to impress rather than connect.
• Avoiding vulnerability — it’s the bridge to trust.
• Not ending with a clear and doable action.
Why This Model Works
The Story of Self, Us, and Now taps into:
Emotional engagement
Shared identity formation
Urgent collective action
It creates moral clarity and collective momentum, especially useful in
advocacy, grassroots organizing, leadership training, and development initiatives.
Summary Table
Story Purpose Key Message Outcome
Self Build trust through personal
values
“This is why I care” Authenticity
Us Create community &
belonging
“We are in this
together”
Solidarity
Now Inspire immediate action “We must act now” Urgency &
Movement
Final Thought
The Story of Self, Story of Us, Story of Now is not just a communication strategy —
it’s a leadership practice. It allows individuals and communities to rediscover
their agency, values, and voice, and turn them into collective action for
change.
As Marshall Ganz says,
"Stories are not just about what is — they are about what could be."
33 | P a g e
Chapter 6: The Anatomy of
Authoritarian Narrative Development
In political systems where centralized control is paramount, storytelling becomes
more than communication—it becomes a tool of power. Authoritarian regimes across
time and geography have perfected the use of narratives not merely to persuade, but
to command belief, eliminate dissent, and shape reality itself.
This chapter breaks down the key narrative elements used to construct
authoritarian power. These elements—when strategically woven into a
coherentstoryline—enable regimes to build obedience, engineer loyalty, and suppress
alternatives.
1. Core Myth Creation
Definition: A central mythic story that defines the identity, purpose, and destiny of
a people or nation.
Purpose: Establishes emotional cohesion and ideological unity.
This narrative often blends historical fragments with exaggerated or invented
elements. The myth tells people “who we are,” “what we’ve suffered,” and “where we
must go.” It is repeated in speeches, textbooks, and ceremonies until it becomes
collective memory.
Function: Forms the emotional and moral foundation of the regime. Without this
shared myth, loyalty is fragile and fragmented.
2. Victim Framing
Definition: Identifying a person, group, or force to blame for national suffering or
decline.
Purpose: Simplifies complex societal issues into a clear good-vs-evil dynamic.
Chapter 6: The Anatomy of
Authoritarian Narrative Development
In political systems where centralized control is paramount, storytelling becomes
more than communication—it becomes a tool of power. Authoritarian regimes across
time and geography have perfected the use of narratives not merely to persuade, but
to command belief, eliminate dissent, and shape reality itself.
This chapter breaks down the key narrative elements used to construct
authoritarian power. These elements—when strategically woven into a
coherentstoryline—enable regimes to build obedience, engineer loyalty, and suppress
alternatives.
1. Core Myth Creation
Definition: A central mythic story that defines the identity, purpose, and destiny of
a people or nation.
Purpose: Establishes emotional cohesion and ideological unity.
This narrative often blends historical fragments with exaggerated or invented
elements. The myth tells people “who we are,” “what we’ve suffered,” and “where we
must go.” It is repeated in speeches, textbooks, and ceremonies until it becomes
collective memory.
Function: Forms the emotional and moral foundation of the regime. Without this
shared myth, loyalty is fragile and fragmented.
2. Victim Framing
Definition: Identifying a person, group, or force to blame for national suffering or
decline.
Purpose: Simplifies complex societal issues into a clear good-vs-evil dynamic.
34 | P a g e
Authoritarian regimes use victim framing to justify extraordinary action. Whether
economic, cultural, or military, a regime’s failures are shifted onto a constructed
enemy—often marginalized or vulnerable communities.
Function: Mobilizes the population emotionally; validates repression or conflict as
"necessary defense."
3. Hero Construction
Definition: Building the image of a singular, exceptional leader as the embodiment
of salvation.
Purpose: Centralizes power in a person seen as morally pure, strong, and visionary.
The leader is portrayed not as a politician, but as a larger-than-life symbol—wise,
fearless, and irreplaceable. Criticism of the leader becomes taboo, equated with
betrayal of the nation.
Function: Forges unwavering loyalty; allows concentration of authority without
checks.
4. Victimhood Narrative
Definition: Portraying the majority as oppressed, humiliated, or betrayed—
regardless of their real status.
Purpose: Fuels collective resentment and unites followers in perceived injustice.
This narrative often speaks of a "lost greatness" or "stolen future." It reframes
privilege as persecution and creates urgency for restoration.
Function: Justifies radical action and suppresses empathy toward others framed as
threats.
Authoritarian regimes use victim framing to justify extraordinary action. Whether
economic, cultural, or military, a regime’s failures are shifted onto a constructed
enemy—often marginalized or vulnerable communities.
Function: Mobilizes the population emotionally; validates repression or conflict as
"necessary defense."
3. Hero Construction
Definition: Building the image of a singular, exceptional leader as the embodiment
of salvation.
Purpose: Centralizes power in a person seen as morally pure, strong, and visionary.
The leader is portrayed not as a politician, but as a larger-than-life symbol—wise,
fearless, and irreplaceable. Criticism of the leader becomes taboo, equated with
betrayal of the nation.
Function: Forges unwavering loyalty; allows concentration of authority without
checks.
4. Victimhood Narrative
Definition: Portraying the majority as oppressed, humiliated, or betrayed—
regardless of their real status.
Purpose: Fuels collective resentment and unites followers in perceived injustice.
This narrative often speaks of a "lost greatness" or "stolen future." It reframes
privilege as persecution and creates urgency for restoration.
Function: Justifies radical action and suppresses empathy toward others framed as
threats.
35 | P a g e
5. Emotional Triggering
Definition: Intentional sequencing of emotions—especially fear, anger, pride, and
hope—within political messaging.
Purpose: Moves people to act emotionally, not rationally.
This is achieved through speeches, visual media, music, and repeated symbolic
events. Fear is used to destabilize, pride to uplift, and hope to inspire.
Function: Manipulates behavior through emotional control rather than logic.
6. Ritual and Repetition
Definition: Embedding ideology into daily life through slogans, salutes, flags,
songs, and regular events.
Purpose: Conditions people to internalize the regime's story unconsciously.
Ceremonies and repeated acts reinforce loyalty by making belief habitual. Over time,
people act out of reflex, not reflection.
Function: Makes ideology feel natural and dissent feel abnormal.
7. Total Message Control
Definition: Complete control over public communication—media, education,
culture, and speech.
Purpose: Prevents competing ideas from emerging.
Authoritarian regimes tightly monitor information flow, censor dissenting voices,
and flood the public sphere with approved narratives. Even art, literature, and
academic inquiry are subsumed into the ideological framework.
Function: Creates a monopoly on truth, erasing alternative realities.
5. Emotional Triggering
Definition: Intentional sequencing of emotions—especially fear, anger, pride, and
hope—within political messaging.
Purpose: Moves people to act emotionally, not rationally.
This is achieved through speeches, visual media, music, and repeated symbolic
events. Fear is used to destabilize, pride to uplift, and hope to inspire.
Function: Manipulates behavior through emotional control rather than logic.
6. Ritual and Repetition
Definition: Embedding ideology into daily life through slogans, salutes, flags,
songs, and regular events.
Purpose: Conditions people to internalize the regime's story unconsciously.
Ceremonies and repeated acts reinforce loyalty by making belief habitual. Over time,
people act out of reflex, not reflection.
Function: Makes ideology feel natural and dissent feel abnormal.
7. Total Message Control
Definition: Complete control over public communication—media, education,
culture, and speech.
Purpose: Prevents competing ideas from emerging.
Authoritarian regimes tightly monitor information flow, censor dissenting voices,
and flood the public sphere with approved narratives. Even art, literature, and
academic inquiry are subsumed into the ideological framework.
Function: Creates a monopoly on truth, erasing alternative realities.
36 | P a g e
8. Visual Symbolism
Definition: Use of strong imagery—uniforms, colors, architecture, and icons—to
evoke emotional allegiance.
Purpose: Anchors abstract ideas into concrete forms that can be seen, touched, and
worn.
Visuals help form identity. The state’s ideology becomes inseparable from the flags
people wave, the songs they sing, and the monuments they visit.
Function: Converts beliefs into visual loyalty, intensifying emotional resonance.
9. Enemy Dehumanization
Definition: Depicting opponents not as people, but as animals, diseases, or
existential threats.
Purpose: Removes ethical barriers to violence and discrimination.
By framing the “enemy” as inhuman, regimes make it psychologically easier for
citizens to support—or ignore—brutality and injustice.
Function: Enables cruelty without guilt; silences calls for compassion or restraint.
10. Utopian Promise
Definition: Painting a glowing vision of the future that can only be achieved if the
regime's path is followed.
Purpose: Inspires sacrifice and endurance.
Whether it’s national greatness, cultural purity, or economic abundance, the future is
always just out of reach—but worth any hardship today.
Function: Sustains belief and obedience through hope, even amid suffering.
8. Visual Symbolism
Definition: Use of strong imagery—uniforms, colors, architecture, and icons—to
evoke emotional allegiance.
Purpose: Anchors abstract ideas into concrete forms that can be seen, touched, and
worn.
Visuals help form identity. The state’s ideology becomes inseparable from the flags
people wave, the songs they sing, and the monuments they visit.
Function: Converts beliefs into visual loyalty, intensifying emotional resonance.
9. Enemy Dehumanization
Definition: Depicting opponents not as people, but as animals, diseases, or
existential threats.
Purpose: Removes ethical barriers to violence and discrimination.
By framing the “enemy” as inhuman, regimes make it psychologically easier for
citizens to support—or ignore—brutality and injustice.
Function: Enables cruelty without guilt; silences calls for compassion or restraint.
10. Utopian Promise
Definition: Painting a glowing vision of the future that can only be achieved if the
regime's path is followed.
Purpose: Inspires sacrifice and endurance.
Whether it’s national greatness, cultural purity, or economic abundance, the future is
always just out of reach—but worth any hardship today.
Function: Sustains belief and obedience through hope, even amid suffering.
37 | P a g e
Summary Table: Authoritarian Narrative
Elements
Element Purpose in Narrative Development
Core Myth Creation Defines identity and destiny
Victim Framing Unites people through blame
Hero Construction Personalizes power in a single figure
Victimhood Narrative Creates urgency through injustice
Emotional Triggering Guides behavior via emotional states
Ritual & Repetition Reinforces loyalty through habit
Total Message Control Erases dissent and alternatives
Visual Symbolism Makes ideology tangible and emotionally charged
Enemy
Dehumanization
Justifies exclusion and violence
Utopian Promise Offers long-term hope to validate short-term
sacrifice
Final Insight
Authoritarian narratives are not simply lies—they are complex psychological
ecosystems. Each element plays a role in controlling how people see, feel,
remember, and hope. These stories do not just explain the world; they reshape it.
Understanding this structure is essential. Not just for studying history, but for
recognizing modern threats to freedom cloaked in persuasive stories of identity,
pride, fear, and destiny.
Summary Table: Authoritarian Narrative
Elements
Element Purpose in Narrative Development
Core Myth Creation Defines identity and destiny
Victim Framing Unites people through blame
Hero Construction Personalizes power in a single figure
Victimhood Narrative Creates urgency through injustice
Emotional Triggering Guides behavior via emotional states
Ritual & Repetition Reinforces loyalty through habit
Total Message Control Erases dissent and alternatives
Visual Symbolism Makes ideology tangible and emotionally charged
Enemy
Dehumanization
Justifies exclusion and violence
Utopian Promise Offers long-term hope to validate short-term
sacrifice
Final Insight
Authoritarian narratives are not simply lies—they are complex psychological
ecosystems. Each element plays a role in controlling how people see, feel,
remember, and hope. These stories do not just explain the world; they reshape it.
Understanding this structure is essential. Not just for studying history, but for
recognizing modern threats to freedom cloaked in persuasive stories of identity,
pride, fear, and destiny.
38 | P a g e
Chapter 7: CINEMA Against Control – A
Narrative Framework for Resistance
Introduction
Stories have always stood as the most powerful tools against oppression. From myths
whispered under colonial rule to feature films screened under censorship, narratives
have the potential to awaken societies and challenge authoritarian regimes.
Throughout modern cinema, directors and writers across the globe have dared to
expose tyranny, ignite empathy, and stir collective courage.
This chapter introduces the CINEMA Model for Resistance , a narrative
development framework inspired by globally acclaimed anti-authoritarian films. It
provides a step-by-step guide to crafting narratives that do more than entertain—
they resist.
Movie
Title
Country
Year
Theme Focus on Authoritarianism
The Lives of
Others
Germany 2006 Surveillance, state
control
Explores life under East Germany’s Stasi
regime; powerful critique of invasive state
monitoring.
V for
Vendetta
UK/USA 2005 Dystopia,
resistance
Set in a totalitarian UK; the masked hero
inspires revolution against fascist rule.
1984 UK 1984 Totalitarianism,
control
Based on Orwell’s novel; depicts a regime
that uses fear, surveillance, and propaganda
to suppress dissent.
Persepolis France/Iran 2007 Revolution, identity Animated memoir of growing up in post-
revolution Iran; critiques religious
authoritarianism.
Pan's
Labyrinth
Spain 2006 Fascism, fantasy Set during Francoist Spain; contrasts
authoritarian brutality with a young girl’s
magical rebellion.
The Great
Dictator
USA 1940 Satire, fascism Charlie Chaplin’s bold parody of Hitler and
Mussolini; a timeless speech against tyranny.
Brazil UK 1985 Bureaucracy,
oppression
A surreal dystopian film that ridicules
totalitarian bureaucracy and blind obedience.
The Death of
Stalin
UK 2017 Satirical historical
drama
Dark satire on Soviet power struggles after
Stalin's death, exposing the absurdity of
authoritarian rule.
Chapter 7: CINEMA Against Control – A
Narrative Framework for Resistance
Introduction
Stories have always stood as the most powerful tools against oppression. From myths
whispered under colonial rule to feature films screened under censorship, narratives
have the potential to awaken societies and challenge authoritarian regimes.
Throughout modern cinema, directors and writers across the globe have dared to
expose tyranny, ignite empathy, and stir collective courage.
This chapter introduces the CINEMA Model for Resistance , a narrative
development framework inspired by globally acclaimed anti-authoritarian films. It
provides a step-by-step guide to crafting narratives that do more than entertain—
they resist.
Movie
Title
Country
Year
Theme Focus on Authoritarianism
The Lives of
Others
Germany 2006 Surveillance, state
control
Explores life under East Germany’s Stasi
regime; powerful critique of invasive state
monitoring.
V for
Vendetta
UK/USA 2005 Dystopia,
resistance
Set in a totalitarian UK; the masked hero
inspires revolution against fascist rule.
1984 UK 1984 Totalitarianism,
control
Based on Orwell’s novel; depicts a regime
that uses fear, surveillance, and propaganda
to suppress dissent.
Persepolis France/Iran 2007 Revolution, identity Animated memoir of growing up in post-
revolution Iran; critiques religious
authoritarianism.
Pan's
Labyrinth
Spain 2006 Fascism, fantasy Set during Francoist Spain; contrasts
authoritarian brutality with a young girl’s
magical rebellion.
The Great
Dictator
USA 1940 Satire, fascism Charlie Chaplin’s bold parody of Hitler and
Mussolini; a timeless speech against tyranny.
Brazil UK 1985 Bureaucracy,
oppression
A surreal dystopian film that ridicules
totalitarian bureaucracy and blind obedience.
The Death of
Stalin
UK 2017 Satirical historical
drama
Dark satire on Soviet power struggles after
Stalin's death, exposing the absurdity of
authoritarian rule.
39 | P a g e
Hotel
Rwanda
USA/UK 2004 Genocide, silence of
state
Critiques both local authoritarianism and
global indifference during Rwanda's
genocide.
Missing USA 1982 State violence,
disappearance
Based on true story of a U.S. journalist who
vanished during Chile’s Pinochet regime.
The CINEMA Framework: Six Steps to Narrative
Resistance
The CINEMA model deconstructs resistance stories into six universal stages. Each
phase helps in crafting a narrative that dismantles control and reclaims the power of
the people.
C – Catalyst of Control
Key Question: What authoritarian forces control people’s lives?
The first step is setting the oppressive context. Introduce the mechanisms of
control—surveillance, propaganda, fear, and violence. These are not just backdrops
but characters in themselves.
Example:
• 1984 (UK): Big Brother isn’t just a figure; he’s an all-
pervading force of repression.
• The Lives of Others (Germany): The Stasi’s
wiretapping operations represent the erasure of
personal freedom.
Narrative Function:
This establishes the moral problem. Without clearly understanding the stakes, the
story lacks urgency.
Hotel
Rwanda
USA/UK 2004 Genocide, silence of
state
Critiques both local authoritarianism and
global indifference during Rwanda's
genocide.
Missing USA 1982 State violence,
disappearance
Based on true story of a U.S. journalist who
vanished during Chile’s Pinochet regime.
The CINEMA Framework: Six Steps to Narrative
Resistance
The CINEMA model deconstructs resistance stories into six universal stages. Each
phase helps in crafting a narrative that dismantles control and reclaims the power of
the people.
C – Catalyst of Control
Key Question: What authoritarian forces control people’s lives?
The first step is setting the oppressive context. Introduce the mechanisms of
control—surveillance, propaganda, fear, and violence. These are not just backdrops
but characters in themselves.
Example:
• 1984 (UK): Big Brother isn’t just a figure; he’s an all-
pervading force of repression.
• The Lives of Others (Germany): The Stasi’s
wiretapping operations represent the erasure of
personal freedom.
Narrative Function:
This establishes the moral problem. Without clearly understanding the stakes, the
story lacks urgency.
40 | P a g e
I – Individual Awakening
Key Question: Who begins to question the system—and why?
Next, the protagonist emerges—often as an
unlikely hero. They suffer, witness an injustice,
or are jolted out of ignorance. Their journey
marks the beginning of resistance.
Example:
• V for Vendetta (UK): Evey’s
transformation from passive citizen to
active resistor.
• Persepolis (Iran/France): Marjane’s
political consciousness evolves during her youth in post-revolutionary Iran.
Narrative Function:
The awakening makes the narrative relatable and personal. It humanizes the larger
political story.
N – Narrative of Truth
Key Question: What hidden truths are exposed
that shatter the illusion?
A pivotal element of anti-authoritarian storytelling is
the uncovering of hidden realities—government lies,
corruption, or brutality. Often, a moment of
discovery deepens the protagonist’s commitment.
Example:
• The Death of Stalin (UK): Power is shown to be ridiculous and fragile beneath
its cruelty.
• Missing (US/Chile): A father’s search reveals state violence and American
complicity in a foreign coup.
I – Individual Awakening
Key Question: Who begins to question the system—and why?
Next, the protagonist emerges—often as an
unlikely hero. They suffer, witness an injustice,
or are jolted out of ignorance. Their journey
marks the beginning of resistance.
Example:
• V for Vendetta (UK): Evey’s
transformation from passive citizen to
active resistor.
• Persepolis (Iran/France): Marjane’s
political consciousness evolves during her youth in post-revolutionary Iran.
Narrative Function:
The awakening makes the narrative relatable and personal. It humanizes the larger
political story.
N – Narrative of Truth
Key Question: What hidden truths are exposed
that shatter the illusion?
A pivotal element of anti-authoritarian storytelling is
the uncovering of hidden realities—government lies,
corruption, or brutality. Often, a moment of
discovery deepens the protagonist’s commitment.
Example:
• The Death of Stalin (UK): Power is shown to be ridiculous and fragile beneath
its cruelty.
• Missing (US/Chile): A father’s search reveals state violence and American
complicity in a foreign coup.
41 | P a g e
Narrative Function:
Truth acts as both weapon and wound—it wounds the protagonist, but also arms
them with conviction.
E – Empathy & Connection
Key Question: What human emotions connect the
audience to this struggle?
Authoritarian stories resonate most when grounded
in universal human values: love, dignity, family, or
freedom. Emotional bonds—between lovers,
families, comrades—fuel the urgency of action.
Example:
• Pan’s Labyrinth (Spain): Ofelia’s magical
escape mirrors her yearning to flee Francoist violence.
• Hotel Rwanda (Rwanda): Paul’s effort to protect his family and community
personalizes a genocide.
Narrative Function:
This ensures the story doesn't feel abstract. It brings the cost of repression into the
realm of human suffering—and human courage.
M – Mobilization Moment
Key Question: What moment ignites resistance?
The turning point arrives when the protagonist or people
rise. It may not be a full revolution, but a spark of
defiance—a speech, an esca pe, a refusal to comply.
Example:
• The Great Dictator (US): Charlie Chaplin’s climactic
speech becomes a rallying cry against fascism.
Narrative Function:
Truth acts as both weapon and wound—it wounds the protagonist, but also arms
them with conviction.
E – Empathy & Connection
Key Question: What human emotions connect the
audience to this struggle?
Authoritarian stories resonate most when grounded
in universal human values: love, dignity, family, or
freedom. Emotional bonds—between lovers,
families, comrades—fuel the urgency of action.
Example:
• Pan’s Labyrinth (Spain): Ofelia’s magical
escape mirrors her yearning to flee Francoist violence.
• Hotel Rwanda (Rwanda): Paul’s effort to protect his family and community
personalizes a genocide.
Narrative Function:
This ensures the story doesn't feel abstract. It brings the cost of repression into the
realm of human suffering—and human courage.
M – Mobilization Moment
Key Question: What moment ignites resistance?
The turning point arrives when the protagonist or people
rise. It may not be a full revolution, but a spark of
defiance—a speech, an esca pe, a refusal to comply.
Example:
• The Great Dictator (US): Charlie Chaplin’s climactic
speech becomes a rallying cry against fascism.
42 | P a g e
• Brazil (UK): Dreams of escape defy the crushing bureaucracy of a dystopian
state.
Narrative Function:
The audience needs a moment of emotional climax and ethical clarity—where action
becomes inevitable.
A – Aftermath & Aspiration
Key Question: What vision or warning remains?
Does the regime fall? Is the hero martyred? The aftermath doesn’t always promise
triumph, but it must leave a lesson: either a glimpse of freedom or a haunting
reminder of complicity.
Example:
• V for Vendetta (UK): Citizens gather
peacefully in defiance—an image of unity and
potential.
• The Lives of Others (Germany): Years later, a
former spy redeems himself quietly, showing
healing is possible.
Narrative Function:
Endings offer more than closure—they inspire, warn, and plant the seeds of future
resistance.
Applying the CINEMA Model: Beyond the Screen
This framework can guide not only film writers but also:
• Civic educators crafting documentaries or classroom material,
• Activists telling real-life stories of oppression,
• Journalists building compelling, emotional human stories under regimes,
• Social movement leaders shaping public-facing narratives that build
empathy and action.
• Brazil (UK): Dreams of escape defy the crushing bureaucracy of a dystopian
state.
Narrative Function:
The audience needs a moment of emotional climax and ethical clarity—where action
becomes inevitable.
A – Aftermath & Aspiration
Key Question: What vision or warning remains?
Does the regime fall? Is the hero martyred? The aftermath doesn’t always promise
triumph, but it must leave a lesson: either a glimpse of freedom or a haunting
reminder of complicity.
Example:
• V for Vendetta (UK): Citizens gather
peacefully in defiance—an image of unity and
potential.
• The Lives of Others (Germany): Years later, a
former spy redeems himself quietly, showing
healing is possible.
Narrative Function:
Endings offer more than closure—they inspire, warn, and plant the seeds of future
resistance.
Applying the CINEMA Model: Beyond the Screen
This framework can guide not only film writers but also:
• Civic educators crafting documentaries or classroom material,
• Activists telling real-life stories of oppression,
• Journalists building compelling, emotional human stories under regimes,
• Social movement leaders shaping public-facing narratives that build
empathy and action.
43 | P a g e
Conclusion: Why CINEMA Matters
In an age of growing digital surveillance, media control, and populist repression,
narratives are battlefields. To tell a story is to reclaim voice, memory, and
imagination.
The CINEMA Model helps us structure resistance—not just in cinema halls, but in
classrooms, campaigns, and communities. With truth as the spark and empathy as
the fuel, stories will remain the most powerful weapon against authoritarianism.
Conclusion: Why CINEMA Matters
In an age of growing digital surveillance, media control, and populist repression,
narratives are battlefields. To tell a story is to reclaim voice, memory, and
imagination.
The CINEMA Model helps us structure resistance—not just in cinema halls, but in
classrooms, campaigns, and communities. With truth as the spark and empathy as
the fuel, stories will remain the most powerful weapon against authoritarianism.
44 | P a g e
Chapter 8: Mahatma Gandhi’s
Narrative Development Process — The
Path of Dharma-Based Storytelling
Mahatma Gandhi’s
approach to storytelling
was not merely rhetorical—
it was spiritual, ethical, and
profoundly political. His
narratives were not built
for persuasion alone, but
for transformation—of self,
of society, and ultimately,
of the oppressive structures around him. Unlike Western models that often center
the hero’s journey around conquest or victory, Gandhi’s narrative architecture
emphasized truth-seeking, self-mastery, and moral awakening.
This chapter outlines a unique ten-element model of narrative development rooted in
Eastern philosophy and illustrated through Gandhi’s own life and communication
style.
The Ten Elements of Gandhi’s Narrative Framework
Element Definition Narrative
Function
Example from
Gandhi/Eastern
Thought
1. Dharma
Anchoring
Story rooted in
moral duty,
virtue, and
balance.
Creates a compass
of righteousness
that transcends
personal ambition.
Gandhi’s insistence
on satya (truth) and
ahimsa (non-
violence) as sacred
duties.
2. Inner
Struggle
Focus on self-
transformation
Builds credibility;
invites personal
Gandhi’s confessions
in My Experiments
Chapter 8: Mahatma Gandhi’s
Narrative Development Process — The
Path of Dharma-Based Storytelling
Mahatma Gandhi’s
approach to storytelling
was not merely rhetorical—
it was spiritual, ethical, and
profoundly political. His
narratives were not built
for persuasion alone, but
for transformation—of self,
of society, and ultimately,
of the oppressive structures around him. Unlike Western models that often center
the hero’s journey around conquest or victory, Gandhi’s narrative architecture
emphasized truth-seeking, self-mastery, and moral awakening.
This chapter outlines a unique ten-element model of narrative development rooted in
Eastern philosophy and illustrated through Gandhi’s own life and communication
style.
The Ten Elements of Gandhi’s Narrative Framework
Element Definition Narrative
Function
Example from
Gandhi/Eastern
Thought
1. Dharma
Anchoring
Story rooted in
moral duty,
virtue, and
balance.
Creates a compass
of righteousness
that transcends
personal ambition.
Gandhi’s insistence
on satya (truth) and
ahimsa (non-
violence) as sacred
duties.
2. Inner
Struggle
Focus on self-
transformation
Builds credibility;
invites personal
Gandhi’s confessions
in My Experiments
45 | P a g e
(Antar-
Yuddha)
before outer
change.
reflection in the
audience.
with Truth show his
moral journey.
3. Collective
Awakening
(Lok Jagaran)
Awakening the
masses through
love, ethics, and
truth.
Inspires bottom-up
mobilization, not
top-down
command.
The Salt March was a
symbolic,
participatory protest
involving everyday
citizens.
4. Sacred
Simplicity
Use of humble,
minimalist
imagery and
lifestyle.
Disarms power;
makes the message
relatable to the
common person.
Gandhi’s khadi cloth
embodied simplicity,
nationalism, and
ethical production.
5. Karma and
Consequence
Emphasis on
action (karma)
and its moral
impact.
Encourages
responsibility and
detachment from
results.
“You may never know
what results come
from your actions…”
6. Dialogic
Resistance
Engaging
adversaries with
moral reasoning
and dignity.
Sustains moral
high ground;
avoids
dehumanization.
Gandhi’s open letters
to British rulers,
including Hitler,
sought mutual peace.
7. Satya Graha
(Truth-Force)
Truth as a living
force, not static
ideology.
Generates
authenticity;
deepens trust and
commitment.
Civil disobedience as
a moral experiment
to awaken society’s
conscience.
8. Embodied
Leadership
Leader lives the
values being
preached.
Symbolizes unity of
message and
messenger.
Gandhi’s vow of
celibacy,
vegetarianism, simple
clothing, and ashram
living.
9.
Transcendent
Goal
Liberation not
just political but
spiritual (swaraj
= self-rule).
Aligns personal,
social, and cosmic
purpose.
Gandhi’s vision of
swaraj meant ruling
the self, not just
expelling colonizers.
(Antar-
Yuddha)
before outer
change.
reflection in the
audience.
with Truth show his
moral journey.
3. Collective
Awakening
(Lok Jagaran)
Awakening the
masses through
love, ethics, and
truth.
Inspires bottom-up
mobilization, not
top-down
command.
The Salt March was a
symbolic,
participatory protest
involving everyday
citizens.
4. Sacred
Simplicity
Use of humble,
minimalist
imagery and
lifestyle.
Disarms power;
makes the message
relatable to the
common person.
Gandhi’s khadi cloth
embodied simplicity,
nationalism, and
ethical production.
5. Karma and
Consequence
Emphasis on
action (karma)
and its moral
impact.
Encourages
responsibility and
detachment from
results.
“You may never know
what results come
from your actions…”
6. Dialogic
Resistance
Engaging
adversaries with
moral reasoning
and dignity.
Sustains moral
high ground;
avoids
dehumanization.
Gandhi’s open letters
to British rulers,
including Hitler,
sought mutual peace.
7. Satya Graha
(Truth-Force)
Truth as a living
force, not static
ideology.
Generates
authenticity;
deepens trust and
commitment.
Civil disobedience as
a moral experiment
to awaken society’s
conscience.
8. Embodied
Leadership
Leader lives the
values being
preached.
Symbolizes unity of
message and
messenger.
Gandhi’s vow of
celibacy,
vegetarianism, simple
clothing, and ashram
living.
9.
Transcendent
Goal
Liberation not
just political but
spiritual (swaraj
= self-rule).
Aligns personal,
social, and cosmic
purpose.
Gandhi’s vision of
swaraj meant ruling
the self, not just
expelling colonizers.
46 | P a g e
10. Story as
Pilgrimage
Life seen as a
journey toward
truth, not a
conquest.
Allows humility,
learning, and
forgiveness to be
part of the
narrative arc.
Gandhi positioned
his entire life as a
moral and spiritual
yatra (journey).
Application in Modern Social Movements
Gandhi’s framework can be seen in later movements:
• Martin Luther King Jr. embraced nonviolence and moral confrontation
inspired by Gandhi.
• Nelson Mandela embodied the journey of transformation and dialogic
resistance.
• Malala Yousafzai illustrates embodied leadership and education as moral
dharma.
This model invites narrative builders to go beyond slogans. It calls them to live their
message, dialogue with opponents, awaken moral clarity in communities, and see
transformation as a sacred path—not a tactical maneuver.
Closing Thought:
Gandhi’s storytelling reminds us that the most powerful stories are not crafted in
studios—they are lived. In a world fragmented by polarization and performance, his
narrative model stands as a timeless call: Be the story you wish to tell.
10. Story as
Pilgrimage
Life seen as a
journey toward
truth, not a
conquest.
Allows humility,
learning, and
forgiveness to be
part of the
narrative arc.
Gandhi positioned
his entire life as a
moral and spiritual
yatra (journey).
Application in Modern Social Movements
Gandhi’s framework can be seen in later movements:
• Martin Luther King Jr. embraced nonviolence and moral confrontation
inspired by Gandhi.
• Nelson Mandela embodied the journey of transformation and dialogic
resistance.
• Malala Yousafzai illustrates embodied leadership and education as moral
dharma.
This model invites narrative builders to go beyond slogans. It calls them to live their
message, dialogue with opponents, awaken moral clarity in communities, and see
transformation as a sacred path—not a tactical maneuver.
Closing Thought:
Gandhi’s storytelling reminds us that the most powerful stories are not crafted in
studios—they are lived. In a world fragmented by polarization and performance, his
narrative model stands as a timeless call: Be the story you wish to tell.
47 | P a g e
Acknowledgment
I gratefully acknowledge the invaluable assistance of generative AI platforms—
ChatGPT (OpenAI), Perplexity AI, and Google AI tools (including Drive
and Bard)—for their support in researching, organizing, and synthesizing complex
ideas throughout the development of this study notebook. Their capabilities enabled
rapid access to diverse perspectives, enhanced critical analysis, and contributed to
the clarity and coherence of this work.
Acknowledgment
I gratefully acknowledge the invaluable assistance of generative AI platforms—
ChatGPT (OpenAI), Perplexity AI, and Google AI tools (including Drive
and Bard)—for their support in researching, organizing, and synthesizing complex
ideas throughout the development of this study notebook. Their capabilities enabled
rapid access to diverse perspectives, enhanced critical analysis, and contributed to
the clarity and coherence of this work.
48 | P a g e
Content Creator
Sumon Mohan Maitra – Strategic Advisor
for System Transformation and Governance
Innovation
Sumon Mohan Maitra is a globally minded social
change strategist and governance advisor,
uniquely positioned at the intersection of
technology, political analysis, and
development transformation. With 13+ years
of multidisciplinary experience, he brings a rare
combination of engineering precision and strategic
insight to tackle some of the world’s most pressing challenges—ranging from digital
security and disinformation to youth empowerment, climate resilience, and smart
governance.
A graduate of RUET (Computer Science & Engineering) and Southeast
University (Development Studies), Sumon has cultivated a distinctive edge in
decoding the interplay between technology systems and political power
structures. His work focuses on h ow digital innovation, surveillance, and
media narratives are used to shape governance, centralize wealth, and
influence civic behavior—especially in transitional democracies.
Sumon has successfully led and advised on cutting-edge initiatives in:
• ICT for development and digital governance
• Water, sanitation, and waste system reform
• Youth leadership and inclusion
• Public-private partnership models
• Political communication and reform strategy
His work is grounded in systems thinking, with a critical lens on algorithmic
governance, state-corporate alliances, and civic resilience. Sumon’s unique
ability to translate complex governance dynamics into actionable
strategies makes him a sought-after advisor for governments, NGOs, multilaterals,
and global innovation platforms aiming to achieve equitable development and
accountable leadership.
✦ Sumon isn’t just analyzing the future of governance—he’s shaping it.
Contact: [email protected]
LinkedIn: linkedin.com/in/sumon-maitra-7387062a
Content Creator
Sumon Mohan Maitra – Strategic Advisor
for System Transformation and Governance
Innovation
Sumon Mohan Maitra is a globally minded social
change strategist and governance advisor,
uniquely positioned at the intersection of
technology, political analysis, and
development transformation. With 13+ years
of multidisciplinary experience, he brings a rare
combination of engineering precision and strategic
insight to tackle some of the world’s most pressing challenges—ranging from digital
security and disinformation to youth empowerment, climate resilience, and smart
governance.
A graduate of RUET (Computer Science & Engineering) and Southeast
University (Development Studies), Sumon has cultivated a distinctive edge in
decoding the interplay between technology systems and political power
structures. His work focuses on h ow digital innovation, surveillance, and
media narratives are used to shape governance, centralize wealth, and
influence civic behavior—especially in transitional democracies.
Sumon has successfully led and advised on cutting-edge initiatives in:
• ICT for development and digital governance
• Water, sanitation, and waste system reform
• Youth leadership and inclusion
• Public-private partnership models
• Political communication and reform strategy
His work is grounded in systems thinking, with a critical lens on algorithmic
governance, state-corporate alliances, and civic resilience. Sumon’s unique
ability to translate complex governance dynamics into actionable
strategies makes him a sought-after advisor for governments, NGOs, multilaterals,
and global innovation platforms aiming to achieve equitable development and
accountable leadership.
✦ Sumon isn’t just analyzing the future of governance—he’s shaping it.
Contact: [email protected]
LinkedIn: linkedin.com/in/sumon-maitra-7387062a
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