IPRCCC 2024: Atika Farooqui on ‘The Poetry of Purpose’ in a distracted world

In a deeply introspective and evocative address, one of India’s most credible voices in cinema, literature, and leadership storytelling, Atika Farooqui delivered a session titled “The Poetry of Purpose: Communicating with Depth in a Distracted World” at India Public Relations and Corporate Communications Conference.

Drawing from personal experiences and philosophical reflections, Farooqui used poetry, anecdotal storytelling, and sharp cultural critique to drive home her message: depth, not just reach, must define modern communication.

Opening with a quote from Rumi, Farooqui set a contemplative tone. “Raise your words, not your voice,” she began, connecting the idea of gentler, meaningful communication to the poetic soul of purpose-driven messaging. Interweaving her own verse, she added, “Zakhmo pe laga le marham tu, phoolon ko yahi khilna hai,” pointing to how vulnerability can give way to beauty and meaning.

Over her two-decade-long career across television, cinema, and digital storytelling, Farooqui said she has come to recognise that the challenge isn’t just to communicate; it is to say something that matters. In a world awash with hyper-speed content, from scrolling feeds to 15-second reels, she offered a firm critique of the attention economy that “Depth is rebellion,” she said, questioning the industry’s obsession with virality over value.

Citing her conversations with cinema icons like Dilip Kumar, Dev Anand, and Sridevi, her address at the United Nations, and her time in theater, Farooqui lamented the erosion of depth in contemporary narratives. “We have mastered the art of grabbing attention. But what about holding it?” she asked, urging content creators to focus on resonance, not just visibility.

Farooqui reminded the audience that even virality, she mentioned clocking 150 million views, doesn’t define legacy. “Connection does,” she stated, recounting a personal moment when a childhood neighbor named her daughter after her. That, she said, was a true impact, an intangible, enduring mark.

The speech was laced with reminders of how creators are shaped by the content they consume and propagate. Referencing data from 2024 studies, she noted that Indians are spending more than six hours a day online, with teenagers clocking over three hours on social media, raising alarms about sustained attention and critical thought. “We become the data we consume,” she warned, calling creators "soldiers within the borders of India" with a responsibility to shape minds meaningfully.

Farooqui also reflected on her upbringing in an army cantonment, highlighting the values of discipline and service that shaped her. Her message to young communicators was direct: “Don’t just aim to be viral. Aim to be vital.”

She closed with a set of rhetorical questions intended to challenge content creators: “Would this move my mother? Would this make a child curious? Would this remind someone of their own worth?” These, she said, should be the guiding compass for any communication.

The session ended on a cathartic note, with Farooqui urging the audience to resist distraction and find their individual and collective purpose.