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Writer's pictureAjiva Talks

Interview with Bina Nayak

Updated: May 15

Bina Nayak

Bina Nayak is a seasoned graphic designer with over 28 years of experience in the dynamic realms of advertising and media. Born in Bombay to Goan parents, she embarked on her creative journey after graduating from the prestigious Sir JJ School of Art. Throughout her career, Bina has lent her artistic prowess to renowned agencies such as FCB Speer, DDB Mudra, Leo Burnett, Ogilvy, and even The Walt Disney Company.

With a versatile skill set encompassing both copywriting and art direction, Bina Nayak often found herself independently spearheading various projects. However, it was during her tenure at Ogilvy that she embarked on a different kind of creative endeavor – writing a fiction novel titled "Starfish Pickle". The genesis of this literary pursuit occurred in early 2002 when Bina found herself in a rare month-long lull in freelance work.

Over the years, amidst the hustle and bustle of her design assignments, Bina would intermittently revisit the manuscript of her novel. However, these moments of reflection were brief, as the demands of her profession often took precedence. Before she realized it, nearly two decades had elapsed, and the manuscript remained untouched. Eventually, Bina summoned the courage to release her novel to the world, marking a significant milestone in her creative journey.

However, Bina's focus has now shifted to her latest literary venture – "Goagram". This novel delves into the captivating world of social media influencing, exploring themes of fame, resilience, and reinvention. The protagonist, Madhur Chopra, known as Maddie in the digital realm, seeks refuge from the chaos of COVID-infested Delhi in the serene landscapes of Goa.

Armed with aspirations of attaining fame as a fashion influencer, Maddie's journey takes an unexpected turn when she finds herself residing in Casa Coutinho, a dilapidated yet enchanting Goan mansion. It is here that she forms an unlikely bond with the landlady, amidst the backdrop of her burgeoning online presence. However, Maddie's digital dreams are shattered by a harrowing experience, forcing her to confront the dichotomy between online adulation and real-life authenticity.

"Goagram" intricately weaves together the complexities of modern-day fame and the quest for identity in the digital age. As Maddie grapples with the choice between reviving her influencer persona or embracing a life of analog anonymity, readers are taken on a poignant journey of self-discovery and the pursuit of true fulfillment.

Through her narrative prowess, Bina Nayak offers readers a glimpse into the hidden realities behind the glittering façade of social media stardom. "Goagram" stands as a testament to Bina's unwavering dedication to storytelling, solidifying her position as a multifaceted creative force in the literary world.

1. Can you tell us about your inspiration behind writing "Goagram"? What prompted you to explore the world of social media influencing and its impacts?


>I used to live in Parra, Goa, my ancestral village, near a road that was briefly featured in the Bollywood film- Dear Zindagi. (I have moved since to a quieter locality in Goa) After the film became a hit, we got a few tourists every month, asking for directions to that road. (There a thousands of identical looking, coconut-tree lined narrow roads in the villages of Goa! Therefore any tourist can get confused)

In the beginning, I would feel great pride that our little road was known to the rest of the country. But after Covid, that trickle of tourists became a flood. Now we residents could not use the road, as influencers were constantly posing and creating reels on it. There would be crowds, sometimes, lying down on the tar road- even on hot afternoons, just to get the right shot.

This road was my jogging track, so often when I would dodge all the influencers, I would wonder- why doesn’t a coconut fall on their head, or their tripod-mounted mobiles! And that thought became the opening para of my second novel Goagram!

My observations and interactions with these influencers pushed me to think more about this profession. I have worked for nearly 30 years in the advertising and media field, so my curiosity was also professionally fuelled. I saw these influencers replacing models- and providing economical advertising solutions to small businesses that cannot afford big spends on traditional media like print/TV/billboards.


2. The protagonist, Madhur Chopra aka Maddie, undergoes a significant transformation throughout the narrative. What aspects of her character did you find most compelling to explore?


>Madhur’s integration into Goa’s local population. Her evolution from being a ‘taker’ to becoming a ‘giver’. Like most tourists, Madhur starts her Goa sojourn, selfishly catering to her own needs- she is only interested in what Goa can offer her. A good time, great food, varied experiences, more freedom and safety than anywhere in the country. Then, as she lives with locals- like her landlady- Mrs Coutinho, she learns the culture of Goa, the customs, and she slowly picks up the local language- Konkani.

Showing this evolution of Maddie was very satisfying for me.


3. "Goagram" seems to delve into the dichotomy between digital fame and analog authenticity. Could you elaborate on this theme and its significance in the story?


>Digital fame is fleeting, analog authenticity is forever. This is a constant refrain in my novel, Goagram. Digital fame has its drawbacks- exposing you to trolling, depression, anxiety, and insecurity. Being authentic and having real skills in life- like creating a product- in Maddie’s case- she is a fashion designer- is more satisfying and rewarding. Especially when it creates jobs for other people.


4. The setting of Goa plays a pivotal role in the novel. What drew you to choose this location, and how does it contribute to the overall atmosphere of the story?


>I’m a Goan. I live here, I work here. This is my hometown and my ancestral land. Goa is not just a party and Instagram destination. Our lovely houses, our churches, our temples, our beaches, and our tree-lined roads aren’t movie sets or props for people’s Social Media feeds. We live in them, our kids have schools and colleges to go to.

I feel strongly that visitors to Goa should be more sensitive to its culture. So I have depicted a real Goa that most holidayers will not see when they spend 3days/ 4 nights in a beachside hotel. If you stay on the beach belt, and only visit casinos and restaurants, you will naturally think that all Goans just want to play music, drink and dance. Only when you step beyond and see the regular folks farming, teaching, being doctors, working at jobs apart from hospitality- then you will realise that you have to be sensitive to their needs as well.


5. Casa Coutinho, the mansion where Maddie resides, seems to have a personality of its own. What significance does this setting hold in Maddie's journey?


>Many people find it surprising to learn that some people in Goa live in houses that are more than 200 years old. Their families have lived there for generations. Such houses/mansions develop character over the years, taking on the personality of their inhabitants. Mrs Coutinho has stamped her personality on Casa Coutinho. Like her, the mansion is old, fraying at the edges—but it still has a rock-solid foundation—a few cracks here and there will not destroy it. It’s a metaphor for the values and morals of an older, righteous generation. Looking at Mrs Coutinho, one can imagine how beautiful and talented she must have been in her youth. In much the same way, one can immediately sense the grandeur and status that Casa Coutinho must have had in it’s younger years.

For Maddie—who has lived all her life in a building that will probably stand for a few decades only, and then get redeveloped into a new construction—a mansion like Casa Coutinho inspires her to aspire for timelessness. To seek a legacy that goes beyond 15 seconds of fame. To have and to create something in her life that is solid and long-lasting- be it her profession or her skills.


6. Friendship is a central theme in "Goagram," particularly between Maddie and the landlady of Casa Coutinho. What message did you aim to convey through their relationship?


>That we have a lot to learn from those with more experience and time than us, on this earth. That the older generation too can benefit from interactions with the youth. These days there is too much emphasis on sameness, on hanging out with ‘our tribe’- people who are exactly like us. But when we meet people of varying backgrounds and life experiences, people who are different from us—only then do we grow, learn new things, become more tolerant and empathetic.


7. Maddie's experience with social media fame is both exhilarating and daunting. What commentary do you hope to offer on the influencer culture and its impact on individuals' lives?


>I advocate for caution. For using social media judiciously. Not being ‘used’ by it. Influencing is here to stay, but we need to make it safer for the influencers and as well as for others. There have to be guidelines, checks and balances. I see influencing as a starer profession, with influencers using it as a gateway to bigger and better things/ professions/ roles.


8. Without revealing too much, can you give us insight into the pivotal moment that shatters Maddie's digital dreams? What emotions or conflicts did you aim to evoke in this scene?


>I’m afraid that will be a spoiler. But, like the blurb says- ‘A place in the sun comes at a cost, sometime’. Nothing comes easily in life, we all have to struggle to achieve things of value. And sometimes, in order to grow, we have to cast away parts of our older self, beliefs that no longer hold true, or habits that no longer serve us. We have to unlearn and reinvent.


9. The title "Goagram" is intriguing. What significance does it hold in the context of the story, and how does it encapsulate the essence of Maddie's journey?


>Actually, the title is very obvious and simple. It is a play on Goa and Instagram. Plus, ‘gram’ also means a village in Hindi, and a village is what Goa actually is. For Maddie (and most visitors) Goa is like social media, highly addictive. Once you check in, it is difficult to check out! You will keep coming for more as you are seduced by her beauty and charm.


10. Finally, the ending presents Maddie with a crucial decision. Without spoiling it, what themes or messages do you hope readers take away from Maddie's choice between fame and anonymity?


>Leave your comfort zone, and take a leap of faith. Create things of value that will remain for years to come. Not something that will be lost if there is an internet cut. Aim for solidity, like a Goan mansion that stands for centuries, or a timeless dress design- that looks stylish even after 50 years or more have passed. Be a classic, not a one-meme-wonder.




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