Social & health issues Countries, oceans Thane India Know focus Country visibility Global visibility
Identity is key
Funding agencies

Business consultants
CSR consultants
Developmt consultants
Ad agency
PR agency

Political parties


Justice ministries

UN & UN organisations
Famous people
Yet to be famous

Scientists & key people
Social workers
CSR people
NGO Management
Corp communications
Media people
PR people
Identity is what you are.
Its more than a printed I card that we use in school / college / office / government...
Its real life Identity card. 
Identity is absolutely important not just for institutions but individuals.

Identity is personality of you (Individual, organisation - for profit or not for profit, country.

Infact each location has identity and this location can be a village, town, district, state, union territory, county, country, island, territory, continent, or river, ocean, world, universe.

The identity of an organisation must be so clear that it becomes yardstick against which its products, services, behaviour and actions are measured. This means that the identity can not simply be a slogan, a collection of phrases : it must be visible, tangible and all embracing.

Everything that the organisation does must be an affirmation of its identity.

A further component which is just as significant although it is not visible, is how the organisation behaves : to its own staff and to eveybody with whom it comes into contact including customers, suppliers and its host communities. In case of individuals and politicians it is family members and people in the community, in case of countries, it is not just people but the rivers, agri fields and overall nation ...

Corporate identity is concerned with four major areas of activity :
- Products / services - what you make or sell
- Environment - where you make or sell it - the place of physical context
- Information - how you desscribe & publicise what you do
- Behaviour - how people within the organisation behave to each other and to outsiders name has Identity not by chance but with a clear purpose.
We want to change the very concept of CSR as Corporate Social Responsibility. CSR means Conscience, Sustainability & Reputation.

We want to create CSR's Identity in the above mentioned form which means every individual & institution (incluging governments, not for profits, for profits) should have social responsibility. It is like air or water. Can a human live without air which gives us oxygen or without water ? So mentioning SR as Social Responsibility in CSR is sort of myopic (Some may call it focus but according to us the focus is very small and does not consider every individual & institution).

If you want, citizens can term CSR as Citizens Social Responsibility or national government's can term CSR as Country's Social Responsibility or NGOs can term CSR as Community Social Responsibility or one can term CSR as Climate Social Responsibility ...

Many film celebrities care for their image and value themself as a brand and create their own identity and so do sports celebrities, music celebrities....
Science celebrities are great and invest their time for innovations or discoveries. So all citizens value them and their identity is automatically created. has created the terms developmental celebrities, health celebrities, environment celebrities, science celebrities and wants all citizens to value them.

Corporates create corporate identity and even brand identity.
While many dont call them for profits, we know that ad agencies, PR agencies, funding agencies, consultanting & research organisations, hospitals, social entrepreneurs... are registered as for profit entities like corporates and we want them to enhance their identity so that citizens in their country or citizens from other countries in this world, value their identity.

We want not for profits like NGO/NPO to create (or if already created then enhance) their own identity.

NGOs / NPOs should do it immediately because it helps them get retail or good financial donors, volunteers....

We know, word of mouth is great and real. But the speed is limited through word of mouth publicity. It picks up much faster when one uses other media like social media or use campaigns, vehicles with expertise like ad agencies, PR agencies...

The simple thing to calculate is the medium one uses to travel.
If we want to go for 10 metres or 100 metres or even 1000 metres, we may use walking as a medium.
If we have to travel to meet someone who is 3 Kms or 10 Kms or 100 Kms, then we use cycle, scooter, motorcycle, bus, train or automobile.
If we have to meet someone who is 1000 Kms or 10 000 Kms away, then we use aircrafts.
This means that for travelling we use media. Then if yourself or your organisation has to travel faster because you want to scaleup your operations, then please use other forms of media.




So now, we want to create Identity or enhance Identity for individuals & institutions. We start with giving visibility to them so that one can see what they are and through their behaviour, they will create identity - no other individual or institution can create your identity, its self. In case of corporates, hardly anyone meets the Board or Chairperson or CEO ... people first meet the security person, the receptionist, then may be left operator .... so the identity of the corporate starts right from how they behave because they are representatives of company one visits.

Corporates create corporate identity and brand identity.
We dont understand why only corporates care for this because Branding is helpful for NGOs, Funding agencies, celebrities, all individuals, all countries ... because in case of organisations, it creates good human resources in terms of employees, board case of individuals they create good friends, in case of politicians, they create good vote bank, in case of celebrities they create good followers .......

What is the Identity of Sanjay Moreshwar Bapat (SMB),
the founder of ?
Identity : BAD PR Integration

People get attracted to word BAD, so the word BAD.
B is a short form of Best
AD is short form of advertising
PR is short form of Public Relations
Integration is what we do

Yes, some people think B stands for Bad
Instead of doing things, SMB has decided to integrate the good social programmes, initiatives, schemes that individuals and organisation across the world do.

May be it is similar to the advertising of a broken TV for Onida where he worked in Advertising from 1990-93. Yes, nobody wants to buy a broken TV but the idea was completely different & liked by many.

SMB knows that most of the people hardly invest time in working for the poor or working on social work because they have their own ways of living life. Yes, a few million of them start companies or enterprises or consultancies which give employment & income generation to millions of people in different countries, some act in films which is great because people love to go to movies (many think social work is boring)

Many people feel we are doing BAD PR which means not at all good PR. But they must understand BAD PR means

Best Advertising & PR Integration services to every individual, organisation, government, country doing social, health or just cheque book philanthropy work. (We want Check before and after signing a cheque, but we are fully aware that we cant change the mindset of people suddenly)

The idea is also that all individuals, organisations, projects must be Sustainable & have positive Reputation.

Services is again what we do or he does and it is not just servicing human beings but his vision includes all living beings and all not living things, organisations, countries, oceans, continents, world, universe.
So BAD PR Integration.

He is an individual and has formed an organisation.
But he feels this organisation is "for & by all", which means it is ideally governed by all citizens and ethics, quality are not just words, it means ethics, quality.

Our experience in how Reputation leads to Sustainability
Reputation helps sustainability is what we have personally experienced on 28.8.2013 because so many individuals and institutions helped our cofounders' sustainability after an almost fatal accident.