WE HAVE a lemon tree in our back yard. It is almost seven feet in height, always lush green and adds beauty to the backyard. It is fully loaded with lemons and naturally anyone is tempted to pluck some of them. But the person who very casually attempts to pick those lemons is left with many scratches on his body parts due to the large pointed and sharp thorns present all over the tree. So in order to remove the lemons one has to be very watchful and cautious. This is the identity of all lemon trees wherever it grows. We come across many such individuals who have their identities marked by their ideologies, behaviour or their way of life. While watching any news channel on the television we can observe many political discussions. Political analysts are seen debating on the pros and cons of some Government policy. We can easily anticipate their views even at the start of the programme just by knowing to which political party a debater belongs to. The views are not at all concerned about the merits or demerits of the policy nor about the benefits to the society. With a belief to maintain their identity they go on blurting their views according to their alignment with the policy maker.

 

Some such branded personalities are also present in almost all WhatsApp groups. Irrespective of background of the group these individuals keep on continuing their agenda which is always apart from the tone of the group. I am a member of many social WhatsApp groups. These groups vary from the friends from primary school, college friends, orthopaedic colleagues, or even the columnists. All the groups are vibrant and I feel these groups help you to maintain your relations with others in a world where time and distance is a big constraint. Though the groups are different but the mindset of members are similarly divided. Every group consists of a few early risers who relentlessly go on sending good morning messages. Some are used to post morality messages as if giving long sermons while a few are happy in educating others on economics. A distinct few are political pundits and enjoy criticising each and every Government policy.

 

Some are sheer anchors who try to balance these differences and keep the group intact. Their identities are so strong that after spending some time in any group you can very well judge the content in their posts even without reading but just by looking at the name of the sender. Similarly, as per their identity one can also predict the reaction of a friend, relative or even any acquaintance in any actual physical meeting. But the theory of brand identity seems withering on many occasions. Unlike plant and animal kingdom the human race which is burdened with people of professional attitude it is common to witness a complete transformation of identities. Allegiance to an ideology is lost in thin air. Personal privilege scores over the principles resulting in completely erasing the most important characteristics of identification i.e. the brand identity. This reminds me of a famous song written by none other than master Kavi Pradeep for old Hindi movie Nastik: