Let's deconstruct all this. Upside down: IK is a brand. A brand that has to attract people to sustain. There is something I liked that has convinced me to come and join. I am an early supporter of IK. However it's not the case with the majority. IK brand marketing has failed. Your marketing and social media strategists are not sending the right message. It was too IK centric and less about real daily life issues. Good to see that it is evolving now. People need to be interacted with and should be encouraged to give their feedbacks. A barrage of emotionally charged very short clips presenting real life cases. For example, lack of electricity, hospitals, suicides and so on. Personalize the message and engage people. There should be people on ground asking the participants about what convinced them to join other than IK factor. Convince people to join. People are your king.