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Correspondent

23 August 2024 at 4:29:04 pm

Hostage City

For a city that prides itself on never stopping, Mumbai has been brought to a grinding halt by the stoppage of one of its most indispensable services. The indefinite strike by employees of the Brihanmumbai Electric Supply and Transport (BEST) undertaking has effectively paralysed the city’s bus network, leaving millions of commuters stranded and exposing deep fissures in the management of one of India’s largest urban transport systems. BEST ferries around 25 lakh passengers daily through a...

Hostage City

For a city that prides itself on never stopping, Mumbai has been brought to a grinding halt by the stoppage of one of its most indispensable services. The indefinite strike by employees of the Brihanmumbai Electric Supply and Transport (BEST) undertaking has effectively paralysed the city’s bus network, leaving millions of commuters stranded and exposing deep fissures in the management of one of India’s largest urban transport systems. BEST ferries around 25 lakh passengers daily through a fleet of nearly 2,800 buses. Yet over the past three days, the city has witnessed the near-total collapse of this network. On the first day of the strike, only a few dozen buses operated. By the weekend, not a single BEST-owned or wet-lease bus was on the roads. Local trains, Metro services, taxis and autorickshaws have been forced to absorb the shock and are predictably straining under the burden. The strike may be illegal under the Maharashtra Essential Services Maintenance Act (MESMA), and the industrial court may have ordered employees back to work. Yet laws and court orders cannot substitute for sound governance. When a public utility reaches the point where thousands of workers are willing to risk disciplinary action and legal consequences, it signals a failure that predates the strike itself. The demands raised by the unions are hardly new. Employees have long sought implementation of the Seventh Pay Commission recommendations, settlement of retirement dues, an end to contractualisation and the merger of the BEST budget with that of the Brihanmumbai Municipal Corporation. Whether one agrees with every demand is beside the point. What is striking is that these issues have been allowed to fester for years without a credible roadmap for resolution. Equally troubling is the government’s reactive approach. Ministers and officials rushed into negotiations only after services collapsed and public inconvenience reached intolerable levels. Such crisis management has become a familiar feature of governance. The unions, too, must recognise the wider consequences of their actions. Public transport is the bloodstream of a city. Every day the strike continues, daily wage earners lose income and ordinary citizens bear higher travel costs. The disruption disproportionately hurts those who can least afford alternatives. Holding Mumbai hostage may attract attention to legitimate grievances, but also risks eroding public sympathy. Mumbai has spent years celebrating new Metro corridors, coastal roads and grand infrastructure projects. Yet the humble bus remains the most affordable and accessible mode of transport for millions. Policymakers often treat BEST as an ageing institution to be managed rather than a vital public service to be strengthened. The increasing reliance on contract workers and wet-lease operations may reduce immediate costs, but also weakens institutional stability and labour relations. A city of Mumbai’s scale cannot afford a public transport system perpetually balanced on the edge of financial distress, labour unrest and administrative uncertainty. Nor can it depend on emergency measures whenever disputes arise.

Human Brands vs. AI Takeover

Updated: Mar 10, 2025


AI Takeover

Artificial intelligence is revolutionizing industries, but now it’s stepping into personal branding like never before. AI influencers—digital personas powered by machine learning—are gaining millions of followers, securing brand deals, and reshaping how influence works. With hyper-realistic appearances and 24/7 engagement, they are posing an intriguing question: Is personal branding at risk? Are human influencers, thought leaders, and business owners being overshadowed by AI-generated personalities?

 

The rise of AI influencers isn’t just a futuristic concept—it’s already here. Brands are leveraging them because they are cost-effective, never have controversies, and can be programmed to fit any marketing strategy perfectly. Unlike human influencers, AI personalities don’t take breaks, don’t have opinions that might spark backlash, and don’t negotiate contracts. They represent the ultimate controllable brand ambassador. But where does that leave real entrepreneurs, professionals, and thought leaders trying to build their personal brands?

 

While AI influencers can dominate social media with their consistency and adaptability, they lack one crucial element: authenticity. Personal branding is about building trust, credibility, and emotional connection. People follow influencers and business leaders because they resonate with their real-life experiences, struggles, and values. AI might be able to simulate emotions, but it cannot replace genuine human relatability. That’s where human-led personal brands hold an undeniable edge.

 

Consumers are becoming more sceptical of artificial engagement. They crave real voices, unfiltered experiences, and personalities they can relate to. AI can generate content, but it cannot replace the depth of human experience that builds a personal brand’s long-term credibility. The best way to counter the AI wave is to lean into what makes personal branding powerful in the first place—authenticity, expertise, and human connection.

 

Rather than fearing AI influencers, business owners and professionals can leverage AI to strengthen their brand. AI tools can help with content creation, audience analytics, and even optimizing social media strategies. But the essence of personal branding should always remain personal. Business leaders should double down on their unique stories, perspectives, and experiences—things that AI can never truly replicate.

 

In an era where digital personas are rising, standing out requires a strategic approach. Engaging storytelling, consistent visibility, and real interactions with audiences will set human-led personal brands apart. Speaking at events, sharing personal experiences, and showcasing expertise in ways AI cannot replicate will be key to maintaining influence. People trust people, and this trust is what keeps personal brands relevant despite technological advancements.

 

The future of personal branding isn’t about competing with AI but coexisting with it. AI can enhance efficiency, but personal connection will always drive influence. The real risk is not AI influencers taking over—it’s personal brands failing to adapt, evolve, and showcase their irreplaceable human value. Now is the time to take charge of your personal brand and build an authority that no AI can overshadow.


I often get to hear that AI will take over jobs as well as replace humans. What most people don’t understand is that AI shall work only when humans add their expertise to it. Without having a mind of its own, AI is technically of not much use. When compared to bringing in that personal touch, nothing can replace the existence of emotions and that can happen only through one’s personal brand. It’s how people make people feel where the actual connection happens.

 

If you’re ready to strengthen your personal brand and rise above the digital noise, let’s work together. Book a mentoring session with me and gain the strategies you need to make an impact in this AI-driven world. Your brand is your power—don’t let it fade in the age of automation.

 

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