Society
Guerrilla Marketing: Creative strategies that captivate
Guerrilla marketing offers a path to success if you’re willing to invest a bit of time, creativity, and imagination

When I visit the mall to shop with my family, a buzz of conversations surrounds us. As we meander through the crowd, a beautiful song drifts in from an unknown source. Suddenly, a group of youngsters gathers in the central area and begins dancing. We find ourselves drawn to them, surprised by the spectacle. Even shoppers nearby hear the music and rush over. The dance is vibrant, and as the rhythm builds, the song comes to an end. The dancers dramatically pull off their outerwear, revealing T-shirts emblazoned with a brand name and logo. Like magicians, they blend back into the crowd and vanish.
One day, on a bustling street in Tokyo, Japan, passersby are stunned into a standstill. Their eyes widen in disbelief. Above them, on a ten-story building, a giant billboard displays an image of a football field. Two individuals are suspended by ropes, playing football in midair, executing flips and jumps. Within minutes, news and images of this breathtaking scene spread across the globe, earning the title “Picture of the Morning.” This remarkable advertisement by Adidas captures the world’s attention not through money, but through creativity. It stands in stark contrast to conventional marketing strategies. This is GUERRILLA MARKETING.
Guerrilla marketing is not a minor player; it’s a powerful strategy
The earlier dance was a flash mob, a classic example of guerrilla marketing. By appearing unexpectedly in a place where no one anticipates it, guerrilla marketing captivates observers without feeling like an advertisement. It leaves a lasting impression. These techniques can even be adopted by small businesses with limited marketing budgets. While well-funded corporate giants may not worry about advertising costs, small businesses must justify every penny spent. Guerrilla marketing offers a path to success if you’re willing to invest a bit of time, creativity, and imagination. The potential rewards can significantly exceed the costs.
Next time you board a bus or metro train, take a moment to notice the hanging strap you use for support. Is there an advertisement there? Without realising it, that brand may have already made its way into your mind. Guerrilla marketing is not a minor player; it’s a powerful strategy. Let’s dive deeper into the world of creative advertising techniques.
Health
Robot Helps Elderly Sit, Stand, and Stay Safe from Falls
The innovation comes at a time when the United States faces a dramatic demographic shift

As America’s population ages faster than ever before, a team of engineers at MIT is turning to robotics to meet the growing eldercare crisis. Their latest invention, the Elderly Bodily Assistance Robot—or E-BAR—aims to provide critical physical support to seniors navigating life at home, potentially reducing the risk of injury and relieving pressure on a strained care system.
The innovation comes at a time when the United States faces a dramatic demographic shift. The nation’s median age has climbed to 38.9, nearly ten years older than in 1980. By 2050, the number of adults over 65 is projected to surge from 58 million to 82 million. As demand for care rises, the country is simultaneously grappling with shortages in care workers, escalating healthcare costs, and evolving family structures that leave many elderly adults without daily support.
“Eldercare is the next great challenge,” said Roberto Bolli, a graduate student in MIT’s Department of Mechanical Engineering and one of E-BAR’s lead designers, in a media statement. “All the demographic trends point to a shortage of caregivers, a surplus of elderly persons, and a strong desire for elderly persons to age in place.”
E-BAR is designed to address exactly that challenge. The mobile robot acts as a robotic support system, following a user from behind and offering both steadying handlebars and rapid intervention in case of a fall. It can support a person’s full weight and includes side airbags that inflate instantly to catch users if they begin to fall—without requiring them to wear any equipment or harnesses.
“Many older adults underestimate the risk of fall and refuse to use physical aids, which are cumbersome, while others overestimate the risk and may not exercise, leading to declining mobility,” said Harry Asada, the Ford Professor of Engineering at MIT, in a media statement. “Our design concept is to provide older adults having balance impairment with robotic handlebars for stabilizing their body. The handlebars go anywhere and provide support anytime, whenever they need.”
The robot consists of a heavy, 220-pound base equipped with omnidirectional wheels, allowing it to maneuver easily through typical home spaces. From its base, articulated bars extend and adjust to assist users in standing or sitting, and the handlebars provide a natural, unrestrictive grip. In testing, E-BAR successfully helped an older adult complete everyday movements such as bending, reaching, and even stepping over the edge of a bathtub.
“Seeing the technology used in real-life scenarios is really exciting,” said Bolli.
The team’s design, which will be presented later this month at the IEEE Conference on Robotics and Automation (ICRA), aims to eliminate the physical constraints and stigmas often associated with eldercare devices. Their approach prioritizes both independence and safety—key values for aging Americans seeking to remain in their homes longer.
While E-BAR currently operates via remote control, the team plans to add autonomous capabilities and streamline the device’s design for home and facility use. The researchers are also exploring ways to integrate fall-prediction algorithms, developed in a parallel project in Asada’s lab, to adapt robotic responses based on a user’s real-time risk level.
“Eldercare conditions can change every few weeks or months,” Asada noted. “We’d like to provide continuous and seamless support as a person’s disability or mobility changes with age.”
As the nation prepares for the realities of an aging population, MIT’s work offers a glimpse into a future where robotics play a central role in eldercare—enhancing both quality of life and personal dignity for millions of older adults.
Society
Young Indian Innovator Wins Global Scholarship for Breakthrough Solar Technology
The Solar Mech Engine is more than a student project—it represents a scalable clean-energy solution that aligns with global sustainability goals

In a landmark moment for Indian innovation, 17-year-old Japteg Singh Bamrah, a Class 12 student at Dalhousie Public School, has won the prestigious HonorsGradU 2025 Scholarship, earning global recognition for his sustainable energy innovation—the Solar Mech Engine.
Bamrah is one of just five winners worldwide of the “Build a Better Future” Award, organized by U.S.-based nonprofit Honors Graduation. The scholarship program celebrates student-led projects that aim to solve real-world challenges with innovation and impact. Japteg’s Solar Mech Engine was recognized as the top technology entry among thousands of global submissions.
“This is a proud moment not just for me, but for India and young innovators everywhere,” said Japteg in a press statement.
Under the mentorship of Dr. Nasir Ul Rasheed, Senior Scientist at CSIR-Indian Institute of Integrative Medicine (IIIM), Jammu, Japteg developed his project through the CSIR Jigyasa Hackathon initiative—an effort to nurture grassroots science and innovation in school students. The Solar Mech Engine, which also clinched top honours at the Jigyasa Hackathon 2024, operates as a standalone solar thermal system based on Concentrated Heat and Power (CHP) technology.
The innovation harnesses the principles of air expansion and contraction due to temperature changes to convert solar heat into mechanical energy. It features a low-resistance generator that uses electromagnetic induction for direct mechanical-to-electrical energy conversion. What makes it particularly unique is its reversible heat pump capability, allowing it to both generate and store energy with high efficiency.
Japteg showcased his invention at the National Startup Festival held at CSIR-IIIM Jammu in February 2025, where he presented the Solar Mech Engine to Dr. Jitendra Singh, Union Minister of Science and Technology and Vice President of CSIR. Dr. Singh lauded the project as a shining example of India’s Start-Up India, Stand-Up India mission, stating, “It’s innovations like these that embody the spirit of self-reliance and technological progress envisioned by Prime Minister Narendra Modi.”
“This achievement breaks new ground. Japteg is the first and only student from India to top this global competition since its inception in 2012,” said Dr. Rasheed in a press statement. “It highlights the untapped potential of young minds when given the right support and opportunities.”
As part of his award, Japteg receives a $10,000 scholarship toward his undergraduate studies in the United States and an additional $5,000 to further develop and scale his invention. With offers from more than ten leading universities across the U.S., Australia, and Canada—and additional scholarships totaling $16,000 per year—Japteg is now preparing for the next phase of his academic journey.
The Solar Mech Engine is more than a student project—it represents a scalable clean-energy solution that aligns with global sustainability goals. CSIR-IIIM’s backing underscores the importance of institutional support in converting youthful ideas into transformative technologies.
With a total grant package of $31,000, Japteg Singh Bamrah is poised to take his innovation to the next level while pursuing his education at a top international university. His journey from a school laboratory in Himachal Pradesh to the global stage is a testament to the power of curiosity, mentorship, and vision in building a better, greener future.
Society
Rabies, Bites, and Policy Gaps: One Woman’s Humane Fight for Kerala’s Stray Dogs
In Kerala, a surge in stray dog attacks and rabies cases reveals deep policy gaps, despite the state’s high literacy rates. One woman—Ambili Purackal—leads a humane movement, highlighting the urgent need for compassionate, systemic solutions to an escalating public health issue.

In Kerala, India’s most literate state, a paradox unfolds: despite high social indicators, the state grapples with a burgeoning stray dog population, estimated at 289,986 in 2019. With dog bite incidents soaring to 316,000 in 2024—a 133% rise from 135,000 in 2017—the crisis exposes a gap between education and effective policy. Amid this, the Daya Animal Welfare Organisation, founded by Ambili Purackal and Ramesh Pulickan in Muvattupuzha, a town in the southern state of Kerala, stands as a beacon of compassion, tackling the issue with rescue, rehabilitation, and advocacy.
The stray dog crisis in Kerala
Kerala’s stray dog population, last pegged at 289,986 in the 2019 Livestock Census, continues to grow due to unregulated breeding, poor waste management, and pet abandonment. In 2024, Thiruvananthapuram, Kerala’s capital city, alone reported 50,870 dog bite cases, followed by Kollam district with 37,618. The state recorded 26 rabies deaths, a threefold increase from eight in 2017. These figures underscore a public health challenge, with 96% of Kerala residents opposing stray dogs’ presence, according to a 2025 survey.

The Animal Birth Control (ABC) programme, mandated by national law since 2001, aims to sterilize and vaccinate strays, returning them as less aggressive “community dogs.” However, its implementation falters. Despite a $5.7 million budget in 2024–25 for ABC, rabies vaccination, and the Rabies-Free Kerala project, activists like Ambili note that ineffective monitoring and inadequate training hamper progress. Only a few areas, like Kozhikode Corporation, show consistent effort. If executed properly, Ambili believes the stray dog issue could be resolved humanely within two to three years.
Pet abandonment exacerbates the problem. Many bred dogs, unaccustomed to street life, turn aggressive when abandoned. Enforcing pet licensing and microchipping could help, but the current system remains ineffective.

Daya’s compassionate response
Founded in 2001 by Ambili Purackal and Ramesh Pulickan, Daya emerged from a shared empathy for animals. Ambili recalls, in a conversation with EdPublica, rescuing injured pets since childhood, while Ramesh, a skilled animal handler, leads rescue operations. Based in Muvattupuzha, Daya shelters 102 dogs across its centers, with 70 at its Valmeekam headquarters—80% rescued from streets. Unlike standard ABC protocols, Daya provides lifelong care for dogs unable to survive independently, supported by donors.
Daya’s work extends beyond rescue. Their rescue-relief-rehabilitation model includes medical care, shelter, and rehoming or release. They promote adoption, support indigenous breeds, and advocate for responsible pet ownership. Legal advocacy is central, with Daya challenging animal cruelty and pushing for stronger welfare laws. A notable case involved Ambili funding treatment for an injured baby elephant near Idamalayar Dam in Ernakulam by selling personal property when the forest department failed to act.
“We’ve shown what’s possible. Now, Kerala needs a constructive policy to match its reputation.”
In 2018, during Kerala’s devastating floods, Daya’s commitment shone. With Valmeekam submerged, Ambili and Ramesh stayed on their second-floor terrace with 23 dogs, refusing to abandon them. Today, Daya’s oldest resident, 17-year-old Sreekutti, thrives—a testament to their care. “People often view animal welfare as the concern of a few dog lovers. But rescuing a street dog, vaccinating it, and sterilizing it is a service to society. It’s about public health and urban harmony.”

Systemic challenges and advocacy
Kerala’s ABC programme faces structural hurdles. Local bodies are mandated to allocate budgets based on stray dog data, but most treat it as a formality. The 2023 ABC Rules, requiring veterinarians with 2,000 surgeries and advanced facilities, have slowed progress by limiting eligible centers. Only 37 ABC centers and 78 trained dog catchers serve the state, insufficient for mass sterilization or vaccination drives.

Ambili and Ramesh advocate systemic change: better training for municipal staff, public awareness campaigns, and corporate social responsibility (CSR) investments in animal welfare. They stress that sterilizing and vaccinating strays is a public health service, not just an act of compassion. “Rescuing a street dog benefits society,” Ambili says. “It’s about urban harmony.”
A model for change
Daya’s model—combining compassion, community involvement, and advocacy—inspires across Kerala. Their daily operations, from feeding 102 dogs to responding to hundreds of rescue calls, demonstrate what’s possible. Yet, they emphasize that systemic change requires government, civil society, and public coordination.
Kerala’s stray dog crisis reflects broader challenges in translating literacy into action. With 316,000 dog bites and 26 rabies deaths in 2024, the state must align its progressive image with effective policies. Daya’s work offers a roadmap, but as Ambili notes, “We’ve shown what’s possible. Now, Kerala needs a constructive policy to match its reputation.”
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