What’s in it for me, and you?


War strategies for marketing! 16

Pravin Shekar
Dec 15, 2020 · 4 min read


Hoysala King Someshwara was no young kid. He had earned his stripes. When his sister left his palace in a huff, he knew what she was thinking. Both were cut from the same cloth, equally smart and stubborn.

Ambitious too.

Someshwara knew this day would come when the family would be split. He had to answer to his father but was thankful. His father had handed over the reins and did not interfere. Someshwara was allowed to come into his own and set about his rules and way of working. Something he wanted to keep in mind when the time came for his son to take over — as the emperor of the south!

His battle army was ready. His commander Agastyan had retired by now, along with his dad. The one who trained him, and his arch-rival now, Rajarajan III. It was going to be a battle of equals. How could he tilt the balance towards him?

Someshwara called his bunch of ministers and also his war cabinet. His instructions were clear.

“We need to reign the south, own this region. Within the next three years. What must be done? Plan now for all possible scenarios.”

For the next ten days, his leaders put their heads together. They mapped out all the neighbouring regions, the allegiances, and, more importantly, their needs and wants. They also mapped their neighbors’ fears and what needed to be done to bring them on board. “What would happen if”, was done, analyzed, written.

Plans, so essential to fall back, especially when they fail!

Another learning from Agastyan, who continued to influence the leaders even without his presence. Someshwara was ready. He sent his spies all across the region. To find out, to ascertain the ground truth, and to feed into his overall strategy. He sent for Maravarma Sundara Pandian II, the son of Sundara Pandian who was killed by Rajarajan III.

Sundara Pandian II was confused when he received the letter. It was Someshwara’s father who allied with the Chozhas to defeat the Pandyas and kill his father.

He now wants to meet me?

Sundara II had no Kingdom at the moment but consulted with his band of advisors. He decided to travel through to meet. Curiosity definitely is a motivator. He arrived at Someshwara’s palace and was ushered in.

Two chairs were kept in the reception hall, both at the same level. There is so much in the “unsaid” that communicates a meaningful but clear message. Equality. Respect. Connect. Those were the words that resonated within Sundara Pandyan II.

Someshwara welcomed Sundara II and invited him to have a seat. He was silent for a while and then posed a question:

“Would you like to have your Kingdom back? Would you like to bring back the Pandyan rule in your region?”

Someshwara sure did not beat around the bush. He asked the question straight, evoking a nervous cracking laugh from Sundara II. When Sundara II studied the serious expression of Someshwara, he realized this was a business meeting.

“Yes, of course.”

“Are you ready to go to war, again, to get it back?”


“Are you ready to do whatever it takes to resurrect your lineage?”


“Then, promise your allegiance to me as your emperor, agree to pay a royalty in return for my continued support and defense. I will partner with you, share my army, and get your Kingdom back for you. The regional boundary between Kingdoms will be redrawn and will be respected. Do you agree?”

Sundara II thought for a while. What did he have to lose? He was in the same situation Rajarajan III was after losing his Kingdom. It was this very same the Hoysala Kingdom that supported Rajarajan at that time.

“Yes, Sire. I promise. I accept your alliance.”

Sundara II was invited to spend the next few days in the Hoysala palace, to acquaint, plan and move forward.

Someshwara had made his first move in the chess game of Southern supremacy.


All alliances are based on needs and wants.

One who invests time in knowing that, will always be a Victor.

Lessons from Sun Tzu

- — — — — — — — — — -

This is the sixteenth in the series “The Martial Marketer”. War strategies for work!
Marketing Camouflage! Success is sweet.
A Trojan variation to defend and attack.
Victory at all costs.
Size does matter.
Fight the fight within, first.
The (marketing) warrior without vanity.
Playing with Perception.
Fools rush in.
An alliance is the way forward.
What will you do once your strategy is known?
When big attacks small?
A cornered tiger is most dangerous.
Strategy is Grammar.
The lull after the storm.
The winds of change, spark a wildfire.

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Pravin Shekar is an outlier marketer, parallel entrepreneur and a raconteur.

mic @ PravinShekar.com .

For creative collusions, join: http://bit.ly/JoinMyOutlierTribe

Pravin is the author of seven books: Devil Does Care, Marketing lessons from Mythology, Getting paid to speak, a Virtual Summit Playbook, Climb your way out of hell & a collection of travel pics/romantic poems, and stories from the heart!


#Marketing #Entrepreneur #Awareness #Strategy #Outlier #Outliermarketing #micromarketer #idea #tribe #Books #krux108 #PravinShekar #OutlierPravin

The Outlier Marketer

Non-traditional marketing stories and approaches to grow…

Pravin Shekar

Written by

OUTLIER Marketer @ http://www.krux108.com | AUTHOR@ http://tiny.cc/PravinShekarBooks | DISRUPTOR @ prettymucheverywhere!!! |

The Outlier Marketer

Non-traditional marketing stories and approaches to grow your business faster

Pravin Shekar

Written by

OUTLIER Marketer @ http://www.krux108.com | AUTHOR@ http://tiny.cc/PravinShekarBooks | DISRUPTOR @ prettymucheverywhere!!! |

The Outlier Marketer

Non-traditional marketing stories and approaches to grow your business faster

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