Goli – The Bitter Candy


candy

By Yogesh Om Potaliya

Someone somewhere at some point has been given this ‘Goli’ the Candy. A boss must have given you, your teacher when you were a kid; anyone trying to sell something to you, our government does that during pre-elections time; why even think so far as it could be a friend trying to convince you go shopping with them.

If still it isn’t clear to you what I am talking about then Giving ‘Goli’ is a slang phrase that has its origin in India referred to a situation when a person convinces someone to do something they didn’t want to do yet they do it for the false promise or hope “Given” to them which is referred as Giving ‘Goli’.

Why the word ‘Goli’? In India, ‘Goli’ is the local Hindi word for candy and just like you give a candy to a kid who isn’t rational enough and gets convinced on being offered a candy or agrees to do what you want in exchange of a candy, similarly you could give this candy of false words to any Tom, Dick, and Harry to get through him for your own benefits.

Just when Jim thought of quitting his miserable demanding job after not getting the much awaited appraisals, his boss gave him a ‘Goli’, that he is going to talk to HR head for getting Jim the prestigious employee of the month award; to which Jim agreed only to realise after a month that he wasn’t the chosen one at the end of that month. Upon enquiring into the matter with his boss, he gets another ‘Goli’, that this month’s employee of the month was already decided and that he would propose his name next month for sure. Annoying for Jim this still did not happen the next month as Jim fell marginally short of his targets due to extended week he took off for taking care of his mom who was due for a doctor visit for a long time.

Jim isn’t one guy who is getting tricked however we all have been Jim at some point. Today, everyone is Jim in a way and is trying to make a Jim out of the next person by giving the easy way out ‘Goli’.

Picture an advertising agency where there are senior client managers, creative team, production team, strategic team and a client. Agency people often go to meet client for pitching in a boasting unique out-of-the-box idea and sounds convincing that it’s going to do wonders for the client however largely that’s not how the marketers on the client side see the picture and hence a ‘Goli’comes in the chain of communications that happens from there on. Client initiates this Goli’ chain by giving those usual marketing agenda excuses to the client management team that the idea is great however with budget constraints and different campaign targets we would think about doing this mega campaign next year and that the agency needs to come up with a different and more subtle practical idea.

Now that big fat juicy ‘Goli’ which was given to the client management team from the client is then divided in to several small ‘Golis’(plural)  and are then distributed among the teams. First ‘Goli’ is given to the client management junior who is asked to come up with a different creative brief and is said that this particular client is highly exceptional and particular in his requirements. The next in line to receive ‘Goli’ are strategists who are now asked to work on different sets of campaign goals considering the competition which is doing something usual; next comes creative team who are given the ‘Goli’ of how important the timeline is for client and how he can’t afford to spend so much and do something unique. The sweetest portion of the ‘Goli’ then is given to production team who is asked to give the end result in over a Saturday night to save client some precious time and go live as soon as possible as client is already late with the campaign because of the agency.

‘Goli’ is awesome as it gets you going and keeps your work from getting stuck. Give your wife a ‘Goli’of a holiday in Shimla and she would stop bothering you from constantly GPSing you from time to time in your busy schedule throughout the day.

‘Goli’ can get you through but it won’t save you from a rubbish output if you use it often. Transparency might take time and is a lengthy process however in your career and personal life refrain from using ‘Goli’ in just about every situation you get stuck in.

In fact, not just to others but sometime we are giving ‘Goli’ to ourselves by not facing the reality of the moment and have a face-off with the truth.

If you have been doing it so far then may be about time you face the jingles. A ‘Goli’ is good only for tiny quick fixes but not for building strong bridges or a strong foundation.

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