Social Media in contemporary marketing: YouTube Advertising for the Guerrillas

The guerrillas of the modern day marketing arena have been eyeing the innovative strategies to promote their products. They aim to grab the maximum attention with least amount the capital spent. This is what guerrilla marketing revolves around. YouTube has evolved as one such platform. It is being used as a powerful medium by the marketing managers to advertise their products on a world-wide stage by less spending. The paper throws light on the effectiveness of YouTube as a guerrilla strategy to know what attributes in a YouTube advertisement attracts the viewers to view and like it. Content analysis of fifty advertisements on YouTube of the consumer electronics segment has been done to know how the audience response to this new form of advertising platform

Indian Redefined Corporate Governance: In the Context of Companies Act 2013

Good corporate governance in the changing business environment has emerged as powerful tool of competitiveness and sustainability. Thus in order to grow, prosper and compete in international markets, demands to commit itself as reliable, innovative and prompt service provider to protect interest of stakeholders and should also become reliable business partners in order to prosper and to have all round growth. Due to growing need of regulations for current settings Companies Act 1956 has been in need of a substantial revamp for quite some time now, to make it more contemporary and relevant to corporations, regulators and other stakeholders in India and keeping in the mind dynamism of world level business to have flexibility in internal and cross border transactions. Large part of the new Act is addressing the protecting mechanism corporate governance, a set of redefined regulation focusing on protection of share holders wealth and stake holders abstract interest in the entity in wake of sophisticated innovation in communication and technology sector. The main objective of the paper is to asses changed regulation and possible impact on the business sector. The current Act has redefined the concept and has brought a radical change in the way corporations are governed in India, with an objective, to improve corporate regulatory framework and governance model. The 2013 Act, has laid down specific responsibilities on the Executive Management, Board of Directors and Audit Committee of the Companies. It has not only raised the bar by increasing a number of Risk Management and Governance requirements, but has also stated stringent penalties for non-compliance to these provisions. The inclusion according to demanding needs of society add responsibility to the corporations to protect not only share holders interest but their policies should be bi product of own development and stakeholders protection. The strong implementation in co operation with entities is believed to facilitate compliance and promoting highest standard of corporate governance in India

A CROSS-SECTIONAL STUDY OF USING DENVER DEVELOPMENTAL SCREENING TEST II FOR DETECTING CEREBRAL PALSY EARLY IN YOUNG CHILDREN AND NEONATES AT PATNA MEDICAL COLLEGE AND HOSPITAL, PATNA, BIHAR.

Objectives This study aimed to assess and identify developmental delays in infants using the Denver Developmental Screening Test (DDST-II), examining potential contributing factors and offering recommendations for effective interventions. Methods The study employed a prospective cross-sectional design, enrolling 111 infants aged 0 months to 2 years attending a tertiary care center for 2 years. Denver Developmental Screening Test (DDST-II) was administered, and infants were followed up for three consecutive months to assess developmental milestones and potential contributing factors. Results In the study encompassing 111 infants, 6.4% demonstrated delayed development, 7.8% exhibited doubtful delays, and 85.8% were considered normal. Notably, 25% of cases with developmental concerns had a history of preterm birth, 35% were of low birth weight, and 30% were delivered via cesarean section. Furthermore, 100% detection rates for delayed development were observed in infants aged 13-24 months. Conclusion The current study underscores a notable prevalence of developmental delays among infants, emphasizing the critical importance of early detection and intervention. The multifactorial nature of contributing elements, including preterm birth and low birth weight, highlights the complexity of developmental challenges. The study's findings contribute valuable insights into developmental patterns, supporting the need for broader research and targeted interventions. Recommendation The study recommends further research with larger and more diverse samples to enhance generalizability. Additionally, exploring the effectiveness of tailored interventions for developmental delays is crucial for optimizing infant development

Gendered Dimensions of Trade: Evidence from Arunachal Pradesh, India

International trade has traditionally played an essential role in driving women-centric economic empowerment. Women’s participation as owners or managers has remained consistently low over the years. In India's case, a previous study conducted by UNDP revealed that women entrepreneurs preferred engaging in informal cross-border business as it was less risky with no tax burdens and their discomfort in dealing with male customs officials (UNDP, 2016). One of the critical limitations of active business engagement is socio-economic and cultural restriction, especially at the grassroots level. The case in Arunachal Pradesh is no different, as the concept of entrepreneurship of women in this field is a relatively recent phenomenon. In Arunachal Pradesh, the market is mainly controlled by women, yet women's participation in small and medium enterprises is less in number. In this context, the current paper discusses the nature of women entrepreneurs’ role in Micro, Small, and Medium Enterprises (MSMEs) and cross-border trade. It unveils the challenges faced by women entrepreneurs in Arunachal Pradesh and along with industrial and policy-related bottlenecks. The discussion is based on the primary data collected from the women-led/managed/owned MSMEs to study the gender dimensions of trade in Arunachal Pradesh. The findings of the study are that women entrepreneurship primarily gravitates around smaller-sized firms, with most women-led enterprises accounting for micro-enterprises in the formal sector. Like elsewhere in Arunachal Pradesh too, there remain socio-economic and cultural restrictions, especially at the grassroots level. Women lag in terms of awareness about import and export, technology, and dedicated bank accounts. &nbsp

Impact of Carica papaya L. Fruit juice on plasma variables and tissue glycogen of induced hyperglycemic albino rats

It was aimed at to evaluate the activity of Carica papaya fruit juice on induced diabetic rats (Rattus norvegicus) with a view of proposing a management scheme. Animals were sacrificed after treatment with unripe and ripe papaya juice. The plasma glucose, cholesterol, protein and tissue glycogen concentrations were estimated. Feeding of papaya juice raised the levels of these parameters more than the controlled value throughout the work. The results showed that the concentrations of these parameters were significantly increased (p<0.05). The rise was more with unripe papaya when compared to ripe papaya. However, papaya intake must be with caution since its consumption increases blood glucose concentration.Keywords: Papaya, Fruit juice, Albino rats, Plasma variables, Hyperglycemia, Diabete

MONITOR THE USE OF ANTIBIOTICS IN INTENSIVE CARE UNITS WITH SPECIAL FOCUS ON RESTRICTED ANTIBIOTICS IN TERTIARY CARE HOSPITAL OF INDIA

Objective: The present study was to monitor the use of antibiotics with restricted antibiotics in intensive care units (ICUs). The aim of this studywas to observe number of patients receiving antibiotic(s), to observe number of patient receiving restricted antibiotics(s), number of restrictedantibiotic(s) forms filled in 48 hrs, observing number of instances where within three or more than three antibiotics given for more than 3 days, anyadverse drug reaction and medication error related in ICUs.Methods: The study was done prospectively in ICUs of a tertiary care hospital. 200 patients were selected from ICUs on a random basis. The durationstudy was 6.5 months. All adult patients admitted in ICUs who received an antibiotic therapy within 24 hrs of admission were included. Outpatientdepartment patients and patient admitted in the wards were not included in the study.Results: Among 200 patients, the total number of patients received antibiotic were 188 (94%), while 12 (6%) patients were not received. Among188 patients, 51 patients received restricted antibiotics, i.e., 27.2% and 137 patients not received restricted antibiotic, i.e. 72.8%. Out of 188 patientsreceived antibiotics including restricted antibiotics only 31 patients received three or more than three antibiotics for three or more than three days,which are 16.4% and 157 patients, not received three or more than three antibiotics for three or more than three days which were 83.6%. Accordingto Antimicrobial Stewardship Program, physician prescribed restricted antibiotic must have to fill restricted antimicrobial form, among 51 patients,only 8 (15.6%) forms were received.Keywords: Antibiotics, Restricted antibiotics, Outpatient department, Antimicrobial stewardship program, Intensive care units

IN SILICO INVESTIGATION OF PHYTOCONSTITUENTS FROM VARIOUS PLANTS AGAINST NEUROINFLAMMATORY MARKERS AS POTENT THERAPEUTIC TARGETS

Abstract Objective: Neuroinflammation is inflammation of the brain and brain tissue. Activation of glial cells (Microgila and astrocytes) takes place during neuroinflammation, due to which a number of inflammatory mediator release in the brain. The objective of the current study is to investigate the anti-neuroinflammatory activity of the phytoconstituents against various inflammatory mediators.Methods: The preliminary screening of plants was done by Lipinski's rule of five. Inflammatory mediators (COX-1, COX-2, TNF-a, IL-1b, iNOS and   nNOS) protein sequence was retrieved from STRING database and modeling of it through SWISS MODEL. And ligands ID was retrieved from ZINC database and its MOL2 format was downloaded for further processing. Docking study of phytoconstituents with ligands were performed by iGEMDOCK. By using ADMET, Absorption, distribution, metabolism, excretion and toxicity properties were predicted.Results: Sissotrin out of the various phytocomponents is the most active component having high binding affinity with all the genes.Conclusion: Sissotrin may be a good inhibitor for neuroinflammatory disorders

An overview on phytoconstituents and multiple biological activities of Euphorbia hirta

The major genus in the Euphorbiaceae family, Euphorbia is having more than 1600 species. The Euphorbiaceae family includes the annual weed Euphorbia hirta, sometimes referred to as the asthma plant. It's not just a weed, it also has medical properties. The Chinese Pharmacopoeia and African pharmacopoeia listed E. hirta for many drugs. Along with tropical and temperate regions of the world, Africa, Bangladesh, Australia and India are also home to these therapeutic herbs. The current review discusses its phytoconstituent profile, therapeutic profile and other significant biological characteristics. It includes a number of secondary active compounds, such as polyphenols, flavonoids, steroids, tannins and alkaloids, which act as anti-microbial, anti-fertility, anti-diabetic, anti-inflammatory, anti-cancer, anti-plasmodial, anti-tumor and in the management of many other disorders. Hematuria and gonorrhoea are also treated with E. hirta. In South Africa E. hirta is widely accepted as the prophylaxis of asthma. The herb is utilized as an enema remedy in the Gold Coast. Inflammatory bowel disease, psoriasis and diabetic-induced sores are just a few of the chronic inflammatory disorders that can be treated topically using the alcohol-based fruit and leaf extract of E. hirta. For the purpose of identifying and creating a monograph on E. hirta, this review may be used

An unconventional impression method using implant mount: an alternative to open- and closed-tray impression technique

Background: Various impression techniques have been proposed for making implant prostheses. Impressions are made at implant level – closed and open tray impressions, as well as abutment level impressions. Closed and open tray copings are used to make the impressions. The limitations associated with the implant impression copings, including expensive ones, pose a significant challenge in limited mouth-opening cases, and customization of copings is not feasible. Aim: This study aimed to compare the dimensional accuracy of four impression methods, open-tray, closed-tray, disposable mount as coping and splinted mount as coping. Materials and methods: An ideal maxillary edentulous acrylic model was used with windows created at the canine and molar regions. Four analogues were implanted in the canine and molar areas to represent implants. The analogues were parallel to one other and were orientated at 0 degrees using the surveyor\u27s assistance. Four groups were made: closed-tray, open-tray, implant mount as coping and splinted mount as coping. The custom trays were fabricated, accordingly. The implant-level impressions were made in all the groups using polyether impression material. The impressions were fitted with their respective impression copings with the analogues. The impressions were poured using die stone type-IV, and the casts were made. The resulting casts were 3D scanned, and a virtual model (.stl File) was created. Each .stl file was subjected to Geomagic software to evaluate the three-dimensional accuracy of conventional implant copings and implant mount as copings. Results: The Open-tray and the closed-tray groups exhibited the mean dimensional accuracy of 0.011±0.0016 µm and 0.018±0.0012 µm, respectively. The mount as coping and splinted mount displayed a mean dimensional accuracy of 0.017±0.0008 µm and 0.013±0.0020µm, respectively. Conclusions: This pilot study concludes that the implant mount can be used as implant impression coping and an alternative to the conventional impression coping

Management of dysmenorrhea through yoga: A narrative review

Menstrual pain also known as dysmenorrhea is one of the most common and underrated gynecological disorders affecting menstruating women. Although the symptoms and impact might vary greatly, it is defined by cramps in the lower abdomen and pain that radiates to lower back and thighs. In some cases it is also accompanied by nausea, loose stool, dizziness etc. A primary narrative review was conducted on the impact of yoga on dysmenorrhea experienced by women. The English-language literature published until 2022 was searched across databases such as PubMed, Google Scholar and Scopus. “Yoga” and “menstrual pain” OR “dysmenorrhea” were used as keywords for the search across several databases. A total of 816 title searches were obtained across all the database searches. This review article included 10 studies based on the selection criteria. The studies examined the impact of a varied set of 39 asanas, 5 pranayamas and Yoga nidra on dysmenorrhea. The studies demonstrated a significant relief in dysmenorrhea among those who practiced Yoga (asanas/pranayama/yoga nidra) with improved pain tolerance and reduced stress levels. Regulating the stress pathways through yoga was found to be a key in regulating hormonal balance and reduction in dysmenorrhea