Phantom limb is a state when you have one of your arms or legs amputated but you feel that it is still there. You try to move or perform something with it but certainly you can’t. Watch this cat video

Nearly 80% of the people whose limb has been amputated suffer from this sensation and it’s agonizing.

These individuals feel anxiety to a varying degree. However, some go on to suffer excruciating pain in their phantom limb.

To a doctor, this obviously posed a disturbing situation because how can you treat something that doesn’t exist at all.

So, in the past several decades, doctors tried various methods of treatment like vibration therapy, hypnosis, acupuncture etc with none achieving any decent success. Given the peculiarity of the case, the methods employed were complex and as a result expensive. So, even if they were to achieve any success and deployed commercially it is least likely that poorer patients of the world would have benefitted in any way. …

Since the demonetization move introduced by PM, several brands especially fintech cum e-commerce brand- Paytm, are leaving no stone unturned to capitalize on this opportunity.

Paytm which is known for spending a ludicrous sum of money in branding and customer acquisition, just as expected quickly launched multiple TVCs to juice this opportunity. The ads, however, created a furore over internet due it to its ‘alleged’ ‘provocative’, ‘hurtful’ nature. Icing on the cake was the theatrics of Delhi CM Arvind Kejriwal.

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Anyway, Paytm did what it had to, created the furore that it expected to and generated the earned media that it wanted to. Later, when the sensitive SJWs (social justice warriors) of the internet started declaring on Twitter- “I hate you, hate you, hate you Paytm, don’t ever talk to me’, Paytm’s CEO VS Sharma sheepishly tweeted- “sorry, mishtake ho gaya” and then raised the middle finger of both hands and pointed it to the screen. …

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