Today consumer is the biggest influencer, says Dr Subhash Chandra

Dr Subhash Chandra, Member of Parliament, Rajya Sabha, while delivering the keynote address titled 'Influencing the influencers' at the '17th edition of the exchange4media Conclave' held in Mumbai on Friday said that, "Today, consumer is the biggest influencer in the world. Whether it's a politician who looks to influence his potential voter or for a channel network that aims to influence its viewers, the consumer is at the centre of it all".

The theme of the conclave this year was 'Leveraging Open Innovation to Engage Consumers'.

Dr Chandra said that with the rapid development of technology, the screen would also have to evolve. "Today, the screen caters to two of our senses — our eyes and our ears. At our Zee labs in San Jose, we have created a screen that can cater to more than two senses. With this screen, if you like someone on your TV screen, you can smell his or her perfume. A father and his son can play football from two different places at the same time with augmented reality, and so on," he added.

While talking about influencers, Dr Chandra said that one must understand who the influencer is. "In today's day and age, where everything is centred around the consumer, one who can influence consumers can become a leader."

Dr Chandra said that one's attitude plays a very critical role in taking one forward. "I tell the people in my organisations to follow a value system which lists out seven fundamental values — having big and audacious goals, being frugal, respecting humility, having integrity, hustling at all times, having speed and agility, and tackling some big problems at your level."

Asked what keeps him going, he said that when one likes what one does, it never becomes tiring.