I have been wrestling with this word for quite some time. A recent article which lambasted this innocuous word for being used irresponsibly across the Social Media articles provoked me to probe into it. From its simple English usage, one does understand that it is the means to build a good relationship, be it over the real world of atoms or over the virtual world of bits. However, if we introspect over the meaning of engagement in the real world ( or to be precise, in the traditional media sense), we would observe that the meaning isnt quite the same. Let us take a simple example of a Radio Commercial which I happened to hear recently. The brand was American Tourister: The tough luggage. The positioning hinged upon the idea of toughnessThe voiceover in the Ad said : "How many times have you ever been tough to challenging situations like: a) somebody occupying your seat in the train and never budges to move... b) when you were subjected to eve-teasing c) you were accosted by a ruffian.
Share with us your tough experiences through an SMS to xxx number and win cool gifts from American Tourister."