Society
Hug Me: What an Idea, Sirji!
Advertisements must be more than just promotions. Simply stating benefits won’t suffice; the content must captivate the consumer and hold their interest

One morning in Singapore, a new vending machine caught people’s attention. At first glance, it seemed ordinary, but it had a special message: “Hug Me.” Curious, people embraced it and were delighted when the machine dispensed a Coca-Cola for every hug.
This Coca-Cola advertisement quickly became a viral sensation, viewed by over 120 million people. The power of social media to spread novel and engaging content played a significant role. Traditional media rarely achieves such rapid success. Coca-Cola’s innovative approach to marketing highlighted its ability to resonate with audiences.
Coca-Cola allocates 70% of its advertising budget to proven, result-oriented activities, 20% to improving these efforts, and 10% to new advertising experiments. They understand that not all experiments will succeed, but even failures offer valuable lessons for crafting better ads. They constantly seek innovation while maintaining traditional advertising methods.
Sticking solely to traditional advertising methods today is unwise. Utilizing the internet’s vast potential to reach consumers is essential. Any medium that engages the senses—whether text, sound, visuals, or touch—can be used for advertising. The power of social media must be harnessed to reach and capture the attention of dispersed consumers.
Advertisements must be more than just promotions. Simply stating benefits won’t suffice; the content must captivate the consumer and hold their interest. A vending machine with “Hug Me” inscribed on it is hard to ignore and even harder to resist. Creating such engaging ads is challenging, but it is also rewarding.
Consider a cricket bat advertisement featuring Sachin Tendulkar or Virat Kohli. Their endorsement convinces viewers of the bat’s quality because these are the best players in the sport. This illustrates the “Pyramid of Influence,” where a small percentage of influential individuals can sway a large audience. A film star’s car brand influences their fans, and a top athlete’s shoe brand attracts attention from athletes and their admirers. Understanding this influence is key to effective advertising.
Sometimes, consumer preference for a particular brand transcends product availability. Lifebuoy’s “Help a Child” campaign, for instance, beautifully integrates social responsibility with its product. Such ads inspire consumers to commit to a greater cause, showcasing the profound impact of connecting life with advertising.
Advertisements need not be complex. They should facilitate a conversation between the business and the consumer. The consumer needs a reason to buy the product, and businesses must constantly remind them of that reason. Advertisements must persistently reach out to consumers through all channels, serving as platforms for experimentation. Not all efforts will succeed, but consistent attempts are crucial.
Society
When the Red Dragon Rolls in a Green Tsunami: China’s $227 Billion Clean-Tech Power Play
China’s green-tech giants are unleashing a tidal wave of investment, transforming global clean energy landscapes with over $227 billion in new projects.

Move over, Uncle Sam—there’s a new green superpower in town, and it’s roaring in Mandarin. In a seismic shift worthy of the history books, China has now eclipsed the United States as the world’s top exporter of green industrial might, surging past the old guard and remaking the global energy map with its vast outpouring of overseas clean-tech investment.
A green tsunami rolls in
Since 2022, Chinese manufacturers have pumped an eye-watering $227 billion into foreign battery, solar, wind, and electric vehicle factories—an influx so colossal it actually surpasses the USD 200 billion, adjusted for today’s dollars, that the US invested in the famed Marshall Plan after World War II. As the new ‘China Low Carbon Technology FDI Database‘ bluntly puts it, “This surge of overseas green manufacturing investment is unprecedented; it now surpasses the USD 200 billion (in current 2024 dollars) invested by the US over four years of the Marshall Plan, at a time of similar American dominance of manufacturing in key industries”. The database, initiated in early 2025, is a preliminary part of the broader Global Low Carbon Technology FDI database hosted by Net Zero Industrial Policy Lab at Johns Hopkins University and Global Development Policy Center at Boston University.
The Red Dragon isn’t just playing its “green card”—it’s outplaying the house and calling the shots.

The end of American green hegemony
What’s at stake? The old post-war manufacturing world order may be crumbling. As co-author of the report Mathias Larsen notes, “China’s manufacturers have become pivotal actors in the global clean-tech transition,” and the scale of their overseas push has now left traditional powers playing catch-up and reconsidering their entire industrial future.
This is no incremental story—it’s a generational leap. More than 80% of Chinese green-tech manufacturing projects abroad were launched since 2022, with a record 165 new plants and lines announced in 2024 alone. The database tallies 461 projects in 54 countries, rewiring everything from Indonesian nickel to Moroccan green hydrogen and European gigafactories.
New superpower hotspots
Forget the usual suspects. The new global clean industry has flagship projects sprouting from the tropics to the tundra. Indonesia is now “the linchpin of China’s offshore battery-materials strategy,” drawing in waves of nickel-rich precursor investments and new solar lines. Morocco positions itself as “continental leader” with a dazzling array of cathode and green hydrogen facilities, all feeding the EU’s energy ambitions. The Gulf states are seeing a flood of Chinese capital for solar modules and electrolyser manufacturing, while Central Asia, Latin America, and MENA have recently entered the map—sometimes almost overnight.
All-in on every green technology
The drama isn’t just in the geography; it’s in the technology race. What started as a solar surge pre-pandemic has exploded into batteries, charging infrastructure, NEVs, wind turbines, and even early-stage green hydrogen. Battery materials alone now command the largest chunk of spending—over $62 billion by 2025—driven by capital-hungry mineral processing and precursor “gigaplants”. Green hydrogen tallies up even more per project, with the average facility running to $2 billion—a scale that dwarfs earlier waves of solar investment.

The rise of china’s corporate champions
It’s not just a story of abstract numbers. Industrial titans like CATL, BYD, and LONGi have vaulted to the leadership of the green world, steering more mega-projects outside China’s borders than many G7 economies combined. More than 60 projects now exceed $1 billion each. “Across both metrics the same industry heavyweights… consistently appear, underlining the pivotal role of China’s corporate champions,” the report notes, making clear that this is not a scattershot affair, but a concerted global campaign.
A Playbook for Host Nations
For countries hoping to ride the wave, the research leaves no doubt: “Tailor incentives to sector economics.” Battery and hydrogen megafactories chase tax holidays and long-term finance; solar and NEV lines want local-content rules and guaranteed markets. But, the warning is just as clear—without planning for grid expansions, ports, and skilled workforce, these “megaprojects” risk becoming isolated economic enclaves rather than engines of national growth.
Slowing—but not stopping
After the fever pace of 2024, hints of consolidation are emerging in 2025, with “only” 68 new projects in the first half of this year—a pace still far above pre-boom years, but signaling some strategic pause. Geopolitics, evolving trade barriers, and new “light-asset” strategies (like licensing and OEM deals) are shaping the next chapter. But as the underlying tech and know-how spiderwebs deeper into global supply chains, the real story may be only just beginning
Society
Solar Panel Costs Plummet 99% Since 1970s as Cross-Industry Innovations Drive RE Revolution
New MIT research reveals how 81 key technological advances from diverse sectors enabled dramatic cost reductions in photovoltaic systems

The cost of solar panels has dropped by more than 99 percent since the 1970s, enabling widespread adoption of photovoltaic systems that convert sunlight into electricity, according to an interesting new research from the Massachusetts Institute of Technology (MIT).
A comprehensive MIT study has identified the specific innovations behind this dramatic transformation, revealing that technical advances across a web of diverse research efforts and industries played a pivotal role in making solar energy economically viable worldwide.
Cross-industry innovation network
The research, published in PLOS ONE, demonstrates that key innovations often originated outside the solar sector entirely, including advances in semiconductor fabrication, metallurgy, glass manufacturing, oil and gas drilling, construction processes, and even legal domains.
“Our results show just how intricate the process of cost improvement is, and how much scientific and engineering advances, often at a very basic level, are at the heart of these cost reductions,” study senior author Jessika Trancik said in a media statement. “A lot of knowledge was drawn from different domains and industries, and this network of knowledge is what makes these technologies improve.”
Trancik, a professor in MIT’s Institute for Data, Systems, and Society, led the research team that identified 81 unique innovations affecting photovoltaic system costs since 1970, ranging from improvements in antireflective coated glass to the implementation of fully online permitting interfaces.
Strategic Implications for Industry
The findings could prove instrumental for renewable energy companies making R&D investment decisions and help policymakers identify priority areas to accelerate manufacturing and deployment growth.
The research team included co-lead authors Goksin Kavlak, now a senior energy associate at the Brattle Group, and Magdalena Klemun, currently an assistant professor at Johns Hopkins University, along with former MIT postdoc Ajinkya Kamat and researchers Brittany Smith and Robert Margolis from the National Renewable Energy Laboratory.
Key findings
Building on mathematical models previously developed to analyze engineering technologies’ effects on photovoltaic costs, researchers combined quantitative cost modelling with detailed qualitative analysis of innovations affecting materials, manufacturing, and deployment processes.
“Our quantitative cost model guided the qualitative analysis, allowing us to look closely at innovations in areas that are hard to measure due to a lack of quantitative data,” Kavlak said in a media statement.
The team conducted structured literature scans for innovations likely to affect key cost drivers such as solar cells per module, wiring efficiency, and silicon wafer area. They then grouped innovations to identify patterns and tracked industry origins and timing for each advance.
Module vs. Balance-of-system innovations
The researchers distinguished between photovoltaic module costs and balance-of-system (BOS) costs, which cover mounting systems, inverters, and wiring. While PV modules are mass-produced and exportable, many BOS components are designed and built locally.
“By examining innovations both at the BOS level and within the modules, we identify the different types of innovations that have emerged in these two parts of PV technology,” Kavlak added.
The analysis revealed that BOS costs depend more heavily on “soft technologies”—nonphysical elements such as permitting procedures—which have contributed significantly less to cost improvements compared to hardware innovations.
“Often, it comes down to delays. Time is money, and if you have delays on construction sites and unpredictable processes, that affects these balance-of-system costs,” Trancik said.
Industry cross-pollination
The research found that innovations from semiconductor, electronics, metallurgy, and petroleum industries played major roles in reducing both PV and BOS costs. BOS costs were additionally impacted by advances in software engineering and electric utilities.
Notably, while most PV panel innovations originated in research organizations or industry, many BOS innovations were developed by city governments, U.S. states, or professional associations.
“I knew there was a lot going on with this technology, but the diversity of all these fields and how closely linked they are, and the fact that we can clearly see that network through this analysis, was interesting,” Trancik said in a media statement.
“PV was very well-positioned to absorb innovations from other industries—thanks to the right timing, physical compatibility, and supportive policies to adapt innovations for PV applications,” Klemun added.
Quantifying impact
To demonstrate their methodology’s practical applications, researchers estimated specific innovations’ quantitative impact. For example, wire sawing technology introduced in the 1980s led to an overall PV system cost decrease of $5 per watt by reducing silicon losses and increasing manufacturing throughput.
Future applications and computing power
The analysis highlighted the potential role of enhanced computing power in reducing BOS costs through automated engineering review systems and remote site assessment software.
“In terms of knowledge spillovers, what we’ve seen so far in PV may really just be the beginning,” Klemun said, pointing to robotics and AI-driven digital tools’ expanding role in driving future cost reductions and quality improvements.
The research team plans to apply this methodology to other renewable energy systems and further study soft technology to identify processes that could accelerate cost reductions.
“Through this retrospective analysis, you learn something valuable for future strategy because you can see what worked and what didn’t work, and the models can also be applied prospectively. It is also useful to know what adjacent sectors may help support improvement in a particular technology,” Trancik said. “Although the process of technological innovation may seem like a black box, we’ve shown that you can study it just like any other phenomena.”
The research provides crucial insights for understanding how complex technological systems evolve and offers a roadmap for accelerating innovation in renewable energy and other critical technologies through strategic cross-industry collaboration.
Earth
How Barn Owls Brought Nature, Knowledge, and Heart to a South African Campus
At the University of the Free State, South Africa, a quiet conservation story unfolds above the bookshelves – reminding us that even academic spaces can grow wings.

High above the rows of books and hushed reading tables of the Sasol Library at the University of the Free State (UFS), something unexpected is taking flight. A pair of barn owls have made their home in the library’s roof, quietly raising their young and shifting the way an entire academic community sees its role in the world. Their story, both poetic and practical, is becoming a symbol of collaboration, compassion, and conservation.
The owls aren’t just guests—they’re catalysts. What began as a distressed bird outside the library in 2023 has transformed into a university-wide initiative blending science, storytelling, and shared stewardship.
“Our library is a living ecosystem”
For Prof Vasu Reddy, Deputy Vice-Chancellor: Research and Internationalisation, the owls are more than a charming anecdote.
“If we consider Shakespeare’s play, All’s Well That Ends Well, then the presence of the owls in the Sasol Library confirms another meaning of that play,”
“Love,” Prof Reddy says, “is not always considered noble, but is something persistent, and our library is not just a building, but a living ecosystem where precious documents, people, and even animals can interact, shape, and nurture our lives.”

That idea—that libraries are not only homes to knowledge, but habitats for life—is now echoed across campus.
A rescue that became a movement
The turning point came when Tanya Scherman, from the Centre for Teaching and Learning, spotted a sick owl near the library—likely a victim of secondary poisoning from a contaminated rodent.
“It appeared that the owl had been poisoned,” she recalls. “I phoned around trying to find more knowledgeable people who could help.”
Her outreach brought in a network of allies, including the Owl Rescue Centre in Pretoria, a local vet, and Prof Francois Deacon from the Department of Animal Sciences.
“As someone passionate about urban wildlife conservation, I saw a great opportunity – not just to support the owls, but to involve students in hands-on learning,” says Prof Deacon.
Together with his postgraduate students, Ruan Higgs and Kaitlyn Taylor, the team designed a custom nesting box and installed a motion-activated infrared camera to monitor owl activity safely. For Scherman, building the box was a family affair.
“I worked with my dad to build it,” she shares. “He’s an avid animal lover too… It was such a special moment to share with my family.”
From research to relationships
The project has already yielded tangible outcomes. In 2023, the owl pair successfully raised two owlets. This year, six eggs were laid—three owlets are visible so far.

“It captures feeding events, chick development, and parental behaviour,” says Prof Deacon. “This kind of passive monitoring is invaluable… These owls are teaching tools.”
Their footage has already formed the basis for student research on owl diet, nesting habits, and ecological adaptation. And the benefits go beyond science.
“What’s been most rewarding was how many people came together around this – from librarians to students to scientists. We built friendships, not just a nest box.”
Even librarian Hesma van Tonder joined a giraffe capture excursion with Deacon’s team. These moments, Deacon says, are where research and real-life adventure meet.
Symbols of wisdom – and survival
For Scherman, the owls touch something deeper than academic interest.
“My grandparents also had a special connection to owls… When we saw the baby owlets, I naturally felt like I was being promoted to an owl-granny!”
She also hopes to change cultural perceptions around these often-misunderstood birds.
“It’s understandable,” she says, “with their eerie calls, white faces, and ghost-like flight. But they are also messengers, protectors, and symbols of wisdom in many traditions.”
From reducing rodent populations naturally to serving as symbols of coexistence, barn owls bring both ecological and educational value.
“A single owl pair can eat hundreds of rodents in a breeding season,” says Prof Deacon. “We found remains of small birds and insects in their regurgitated pellets… which shows just how active and adaptive they are in an urban environment.”
But risks remain—road traffic, noise, and poisoning threaten their safety. That’s why Scherman and Deacon urge the campus community to be mindful.
“Don’t try to help an injured owl yourself,” says Scherman. “Rather contact Prof Deacon or me… We’re here to assist.”
“Awareness builds respect,” Prof Deacon adds. “Simple behaviours, such as keeping windows closed at night near the roost, go a long way.”
Where silence meets storytelling
As word spread, the initiative grew in meaning—turning the Sasol Library into more than a study space. It’s now a symbol of the university’s values in action.
“It is clear that what may be seen as a disruptive incident with an owl swooping into our library space is also a pedagogical and deeply conservation touchdown,” reflects Prof Reddy.
“Our barn owl event tells us that our library is also a space where silence meets storytelling… where every creature’s story has a rightful place.”
Looking forward
The team is already dreaming bigger. Deacon hopes to expand the project into green corridors, rooftop biodiversity zones, and support for species like bats and pollinators. He sees it as the start of a new kind of campus culture—one rooted in curiosity and care.
“If our university matters and is to remain meaningful,” Prof Reddy says, “our accidental visitors have given new impetus to the fact that our library space holds our stories, and they are making places for new ones as part of our responsible societal futures.”
As the owls continue their quiet vigil above the Sasol Library, they leave more than pellets behind. They leave a legacy of connection—between people, nature, and the pursuit of knowledge. And in that space, where a library became a nest, a new kind of learning has taken flight.
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