MxMIndia

Category: HARD KNOCKS

Anil Thakraney’s view on adland, medialand and more

  • What the government needs to do, is to come up with two solutions, one technical and the other political

    Anil Thakraney: Blocking websites is stupid

    By Anil Thakraney

     

    And, we Indians are back to doing what we do best: Try to cure malignant cancer by prescribing a dosage of Crocin tablets. This is exactly what the government has done, by threatening to block social media sites and by blocking many URLs. And by enforcing a rationing of SMSes. All this to deal with communal tensions present in the nation.

     

    Well, here’s what will happen: More web pages will be created. And mischief-mongers will figure out innovative code lingo to abuse social media. And the tamasha will simply carry on in this juvenile cat and mouse game. Totally ridiculous.

     

    What the government needs to do, is to come up with two solutions, one technical and the other political. There has to be continuous, smart monitoring of the internet, in collaboration with the website hosts, to regularly keep track of hateful and illegal content. This will ensure the culprits are quickly identified, and punished, if possible. And this will leave the 99.9999 perceent of the rest of the users to continue enjoying the internet freely. This is exactly what happens with offline crimes. If there are rapes happening in Delhi, you nab the rapists, you don’t lock up all Delhi men inside their homes. The truth is, the government hasn’t kept pace with the tech revolution, and is now trying to combat it like a headless chicken. There has been no comprehensive policy drafted in this matter, they’ve been caught napping.

     

    Secondly, and more importantly, this nation has a serious fault line, and it shows up again and again. Which is that, encouraged by the divide and rule policies of the various political parties, India is forever sitting on an active communal volcano, which can (and does) erupt now and then. This is where the metaphor of malignant cancer comes in. Our politicians should be investing their energies into solving this deadly disease. Because all the rest of the nonsense that happens is a symptom of this. You quit the divisive agenda, and with time, communal hatred will get diluted. But is there a political will to get to the root of the problem? Nope, there isn’t.

     

    Which is why threatening to block the social media is a joke. The time has come for the super-excited chicken to get its head back.

     

    ***

     

    PS: Ah! Finally, a cool way to test a person’s creativity skills. Here’s what I suggest you do, if work in an agency creative department: All those clients, client servicing dudes and account planners who think they are more creative than you, ask them to take this test. If they score high marks, great! If they f miserably, they’ll quit telling you what to do. 🙂

     

    Link: http://99u.com/articles/7160/Test-Your-Creativity-5-Classic-Creative-Challenges

     

  • A recent report announced that IndiGo has replaced the Jet Group as the nation's No 1 airline. This is no small achievement for IndiGo

    Anil Thakraney: IndiGo: because on-time is everything

    By Anil Thakraney

     

    A recent report in the TOI announced that IndiGo has replaced the Jet Group as the nation’s No 1 airline. This is no small achievement for IndiGo. Jet has been around for a long time, and runs both, full and low cost service. IndiGo, a more recent player, has, from the start, been a budget airline. So how did they achieve this unexpected feat? Especially considering that there are other low cost airlines in the Indian skies? And what is the learning in this?

     

    Here’s what I think: This is a clear indication that the market in India prefers budget, no-frills travel. This could be because of the not very rosy economic situation at present, but it does indicate what the average desi flier wants. This is also a wake-up call for Dr Vijay Mallya. I have said this before, and will say it again: Kingfisher ought to have been a low cost airline. Mallya and gang went overboard on service and frills, made their airline financially unviable, and burnt their fingers in the process.

     

    There’s another reason IndiGo has become the market leader. Their single-minded and very desirable positioning: Punctuality. I haven’t done a market research study to support this claim, but it’s common sense to me that for a domestic flier, reaching there on time takes top precedence. For a flight of one and a half hour duration, I don’t really care if the chicken biryani is lip-smacking or if the air hostess arrives decked up in a rising hemline. And a movie on board is a silly idea, because I won’t be able to complete it in time. Therefore, punctuality is everything.

     

    Indeed, IndiGo puts its money where its mouth is. They are almost always on time, and I say this from experience. On all personal travel in the last three years, I have only flown IndiGo, and they have never left me twiddling my thumbs in the airport lounge. Clearly, there is some good leadership at work; the company’s core ideology seems to have percolated down to the lowest level. (And this is often not the case in Indian business organizations.)

     

    On a recent flight from Bangalore to Mumbai, I discovered that the airline was celebrating its sixth anniversary. I airily asked the airhostess: “Hey, no chocolates or pastries for the passengers?” She smiled: “Sir, we’ll celebrate by getting you to Mumbai on time. Isn’t that great?” I agree. It is.

     

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    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=G0HwiPHyenI[/youtube]PS: Malaysian rice distributor BERNAS released this ad on the occasion of Eid. It’s a heart-rending tale of two orphans. BERNAS runs a charity program, as part of which they donate rice to various orphanages. Keep a hanky on standby.

     

     

  • Clients, agencies, media houses… everyone needs to contribute generously. Carping from the sidelines is going to be of no use

    Anil Thakraney: TV research needs BARC. And bite

    By Anil Thakraney

     

    I am aware the debate on television ratings studies must be pouring through your eyes and ears. More thoughts have been expressed on this issue than there are metered households in India, hehe. Anyway, I just want to make a couple of quick points. So bear with me.

     

    There are two things that need to happen, now that most constituents accept that the current measurement system has failed. (And not just failed, the process is ridden with ugly controversies.) What the industry needs to do is to go back to square one and start the process all over again. If BARC (Broadcast Audience Research Council) is going to be looking into this, so be it. But they need to hire personnel who are respected for their integrity and intellect, and they need to make the process totally transparent. The NDTV court case should be used as an opportunity to show the whole world how TV viewing data can be collected honestly and effectively. There are enough brains in the Indian media to make this possible.

     

    The other issue concerns funding. When I met Lodestar’s Shashi Sinha earlier this year, we discussed the problems associated with TV research. This is what he said, and I quote: “Someone has to put money on the table, it’s as simple as that. The solutions are all known, I know very bright and talented people in research, what needs to be fixed is known. The problem is: No one is wiling to invest. Today, if television measurement costs Rs20 crores, what if Rs100 crores was spent on it? So it’s nothing but lack of funds.”

     

    Sinha is a veteran in the world of media buying, so we have to listen to him. And he makes sense. If the industry wants lakhs of households to be metered (as against the current figure of a few laughable thousands) so that the viewing pattern of a nation of billion plus is adequately recorded, the industry needs to get ready to loosen its purse strings. Clients, agencies, media houses… everyone needs to contribute generously. Carping from the sidelines is going to be of no use.

     

    Because without adequate funding, there will be BARC but no bite.

     

    * * *

     

    PS: A compelling ad by PETA. If this doesn’t motivate you to switch to a veggie diet, nothing will. Bring out the mooli, the lauki, the baingan and the sprouts, I say!

     

     

  • There is disunity in the ad business. These guys will never come together and sort out their issues. Perhaps it has to do with fat egos. Or perhaps it has to do with some degree of immaturity. Or both

    Anil Thakraney: The disunited ad world

    By Anil Thakraney

       

    In my recent interview with Prasoon Joshi of McCann for mxmindia, we discussed the key problems the ad world faces today. According to Joshi, it’s time the clause on ‘Intellectual Property Rights’ is enshrined in contracts with clients. So that the ad agency is adequately compensated for its idea, and doesn’t lose revenues after the client changes his agency while continuing to use the original idea in the brand communication. It’s a good suggestion, it makes a lot of sense, but I can assure you nothing will happen in this matter. As nothing ever does happen on all the problems that dog the desi ad world.

     

    In fact, each agency chairman states his/her own area of concern when I meet him/her for an interview. Piyush Pandey is very unhappy with the current agency remuneration structure. Balki continues to have serious issues with the way awards are given in the ad world. All these problems remain unresolved.

     

    What’s the reason for this inaction? It’s simple, and most industry leaders will agree with this view: There is disunity in the ad business. These guys will never come together and sort out their issues. Perhaps it has to do with fat egos. Or perhaps it has to do with some degree of immaturity. Or both. The disconnect cannot be because of intense rivalry, that happens in other industries as well. But their leaders do come together now and then to debate common issues, and, in fact, they sometimes form those nefarious cartels!

     

    I think all it takes is for one large-hearted agency chief to stand up, make some calls, and get everyone together under one roof. I am certain a number of issues will get sorted out in time if they put their heads together. It needs just one individual to bell the fat cats.

     

    Having said the above, let me hasten to add that some amount of bitchiness, mud-slinging and jealousy in a creative industry is fine. That happens in Bollywood as well. In fact, it can be fun at times. But if it’s coming in the way of solving pressing industry issues, then that’s not healthy at all.

     

    Grab some beers, people. At least break the ice. Cheers!

     

    ***

     

    PS: Haha. What a kickass warning sign! If this doesn’t prevent you from fingering around with switches in public places, nothing will!

     

     

     

  • It's a win-win marriage. Dentsu, which is not a name one usually associates with sparkling creative work, has bought itself a nice creative powerhouse. Taproot gets the scale, the logistics and the bucks they need

    TAPROOT! | Anil Thakraney:Talent & values rewarded

    By Anil Thakraney

     

    Ordinarily, I would envy Aggie and Paddy. They have landed up with mind-numbing sums in their savings bank accounts following the acquisition by Dentsu. In fact, I don’t even want to hear the numbers… that would make me feel like a very small man. Am certain this must be the feeling inside every single creative director’s heart in the Indian ad world, even if they don’t admit to it. And most importantly, Taproot has pulled off this financial coup within just three years of starting out. This is beyond dreams coming true.

     

    However, instead of feeling jealous, I actually feel very happy for them. I have never met Paddy, but Aggie I have, on more than one occasion, and I can tell you I am yet to meet a more simple, down-to-earth creative director. He is the kind of bloke who you want should win. His success will inspire a whole generation of advertising people, and not just a few eager hot shops.

     

    It’s a win-win marriage. Dentsu, which is not a name one usually associates with sparkling creative work, has bought itself a nice creative powerhouse. They must be elated. Taproot gets the scale, the logistics and the bucks they need, so they must be obviously thrilled. And for sure the Dentsu suits will leave Aggie and Paddy alone to do their own thingy. Only a silly parent would meddle with a brilliant child. So all is well, as they say.

     

    The only area of concern is this: What happens when Aggie and Paddy decide to offload their shares and retire to a beach house? There must definitely be a lock-in period of at least five years, I suppose. But what happens after that? Will Taproot be the same agency minus the two Big Brains? This is the only thing Dentsu must keep a sharp eye on. Remember, Taproot is a baby agency, it has no legacy. And if Aggie and Paddy don’t create their clones in the agency, if they don’t cultivate talent that is equally bright and hungry for success, five years down the line this acquisition may not look as rosy to Dentsu.

     

    For now, dear Aggie, bring out the bubbly. And please hire a bubbly secretary for yourself. No need to figure out airline tickets on your own anymore. You can afford her now.

     

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    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=mpWmowUtn5M[/youtube]

    PS: This is the last TVC directed by Tony Scott, the ace Hollywood movie director who recently killed himself. Incidentally, Scott directed many commercials in his career. Nothing special about this one, it’s typical soft drink trash. Only, it’s difficult to imagine suicide was on Scott’s mind while he was working on such lively stuff. Complex and unpredictable is the human mind.

     

  • Agnello Dias forecasts that ad agencies of the future will only comprise thinkers and strategizers; all other creative work will be outsourced

    Anil Thakraney: Unbundling of creative

    By Anil Thakraney

     

    In my interview with Taproot’s Agnello Dias for MxMIndia, the creative director made a stunning forecast for the future. He feels the typical ad agency will only consist of thinkers and strategizers. And that all creative work will have to be outsourced. This will mean specialized press ad shops, film script shops, digital design shops, and so on. And what he says makes a lot of sense. Here’s why.

     

    In the good old days, advertisers would use only press and TV as the key media, and the rest would consist of ‘supplementary’ stuff. And this resulted in ad agencies hiring copywriters and art directors. Writers would write storyboards and press ad copy, and the art directors would design the ads and other packaging material. So that was fine.

     

    However, in the last decade, the media has boomed big-time, and now clients look for special effort for a multitude of media platforms. Digital work, for instance, is being outsourced. Because agency’s creative personnel don’t get this space. As time goes by, and as technology unleashes more platforms, there will be serious pressure on ad agencies to find the right talent. And the agency shall not be in a position to hire all the staffers on its payroll; it would go bankrupt in months. The digital outsourcing will have a backlash on the traditional agency. It will mean that one day ALL work will have to be done by outsiders. In fact, radio, an old medium, has been crying out for specialists for decades. With the unbundling, we would see specialized radio script shops, and the quality of the creative work will dramatically improve.

     

    And most importantly, it will allow creative people to focus on their core competencies. It serves little purpose for a JJ Arts School grad to be breaking his head over internet videos. Likewise for fine English prose writers battling with Hindi television ad scripts. Specialization makes enormous sense.

     

    Yep, I hope Aggie is a good crystal ball gazer, and that what he predicts will come true. Personally speaking, I am all ready for the future. I have decided to start a specialized scam ads shop. Which to me sounds like a really lucrative business. 🙂

     

    * * *

     

    PS: A horrifying window display. Shocking is too mild a word. But it makes a strong case for stopping cruelty against animals. And hats off to the woman who volunteered for this campaign.

     

    Link: http://www.dailymail.co.uk/news/article-2134555/Lush-animal-testing-protest- Woman-subjected-experiments-horrified-shoppers.html?ICO=most_read_module

  • This is not the first time an agitation has been threatened against TV shows that feature Pakistani artists. And it's not going to be the last time either

    Anil Thakraney: Sur Kshetra of commerce & politics

    By Anil Thakraney

     

    Raj Thackeray’s party has announced that they will disrupt the shooting of the new musical reality show called Sur Kshetra. And the VIP juror, Ms Asha Bhosle, has sweetly turned down their demand to exit from the show. All this tamasha because some Pakistani performers will do their number on the said reality show. At the time of writing this piece over the weekend, there’s a stalemate.

     

    So then what must the channel, Colors, do? Well, they can’t alter their programming at this stage, that’s for sure. Not just because costly contracts have already been signed, am quite certain a whole lot of the shooting is already completed. Also, and the channel CEO won’t admit to this for obvious reasons, secretly they might be thrilled with Raj’s diktat. Solid, free publicity is always welcome. Especially for a super expensive entertainment TV show.

     

    Anyway, this is not the first time an agitation has been threatened against TV shows that feature Pakistani artists. And it’s not going to be the last time either. The view that the channels always take, that these shows promote peace and harmony amongst the two nations, is bunkum. If music and sports could have solved the Kashmir dispute, then it would have happened a long time ago. The only reason the Pak artists get invited here, is because they sell. We may not love our neighbour very much, but we are quite curious about them, and are keen to see more of them. So there’s only commerce behind the idea of inviting the ‘enemy’.

     

    Now, let’s assume for a second that this situation is worrisome for the channel chiefs, that they don’t really want this recurring headache. In which case, what’s the way forward? Because this issue will keep cropping up again and again. In my view, the answer is very simple: They must threaten to shift their shoot locations out of Maharashtra. Perhaps a threat of that sort would panic the ruling state government into some kind of action.

     

    And where might they choose to go? Very simple! Motabhai Narendra Modi, India’s only business-savvy CM, is waiting with open arms. He loves taking in businesses booted out by politicians in other states. Ask Mamata Didi.

     

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    PS: This one is especially for all the underpaid, overworked, harried young account executives in advertising agencies. Who are made to do all those thankless, ridiculous chores. Including putting the boss’s glitzy presentation together. 🙂

     

  • While I agree that charges of sedition are misplaced in this case, it is equally true that Trivedi needs to face the music

    Anil Thakraney: Criticise. Don’t piss

    By Anil Thakraney

     

    And we are back to debating that same old contentious issue: Freedom of speech. This time it’s been triggered by a young cartoonist who decided to have some cheap fun. And Trivedi has got what he obviously wanted: Attention and free publicity.

     

    No, I am not supporting the fellow. While I agree that charges of sedition are misplaced in this case (and are likely to be dropped due to the brouhaha in the media), it is equally true that Trivedi needs to face the music. Yes, I am totally fine with freedom of expression as guaranteed in the Constitution, and am all for criticism and negativity (I thrive on it myself!). But I have no time for people who piss on symbols/emblems that are sacred to the nation. Because, aside from generating some publicity for the creators, they bring about no change at all… in fact, they make many of us cringe with disgust.

     

    Writers and cartoonists must understand that while it’s kosher to lampoon netas and their political parties, it’s not cool to trash the nation itself. India is a great country, it was founded on the correct principles, it is indeed the microcosm of all the good things the world has to offer. It is the unworthy leaders of post-independence India who have consistently damaged the idea of India, and it is THEY who deserve our scorn. Not the nation itself.

     

    In that context, I am all for Trivedi being punished a bit. So that the right lesson goes out to all attention-seeking mischief mongers. RK Laxman made us smile/angry/sad with his satirical cartoons on politicians, but not once in all those years did he cause offence. Young cartoonists like Trivedi must learn something from him.

     

    Having said the above, the one good thing that must emerge from this controversy is that the law of sedition needs to be redefined and amended. It must be reserved for those who provoke violence and hatred in the country.  Cartoonists with ‘g&%d mein kida’ must be made exempt from this charge. Ironically speaking, it’s too big an honour for them!

     

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    PS: Noticed this at a shop in London. Free mineral water when you buy a newspaper! An example of the intense pressure to survive that newspapers find themselves under, in the Western world. One fine day this is going to happen in India as well. Proprietors will have to offer condoms and papads to entice us into buying their akbaars. Sad.

     

     

     

     

  • To begin with, it is the developers who went to court, it is they who should be paying the penalties on late VAT payment. Why are the developers being allowed to pass this burden on to flat owners?

    Anil Thakraney: Flat buyer ki VAT lag gayi!

    By Anil Thakraney

     

    One industry that rarely gets attention in the media is the real estate sector. And that is strange, it should be under the scanner all the time. In nexus with dirty politicians, certain developers have not only usurped public land, they have directly contributed to promoting massive corruption in the country.

     

    Developers are in the news these days (for the wrong reasons, of course), because the Maharashtra government is all set to levy VAT on properties purchased between the years 2006 and 2010. The developers’ association went to court against this order, but they lost the case in the High Court, though the final verdict has still to arrive from the SC.

     

    When I first read about this news, I almost collapsed from a heart attack. Imagine a middle class aadmi being suddenly ordered to cough up lakhs of rupees for no fault of his. (I bought my house in the year 2008.) Later when I discovered that the VAT is only applicable on properties purchased in under-construction projects, I shrieked hysterically with joy, as I don’t fall in that unlucky category. But thousands of residents who do, will now suffer. Simply because the developers are merrily passing on the VAT burden and the late penalties onto the flat owners.

     

    Where is the justice in this? To begin with, it is the developers who went to court, it is they who should be paying the penalties on late VAT payment. The residents had no fricking clue about this! So then why are the developers being allowed to pass this burden on to flat owners? Secondly, many developers hid the clause of the possible VAT payment from the buyers, while selling the flats. So why must the latter suffer today because of this deliberate omission of fact? To give you an example: If the developer had said to me at the time of booking the flat, ‘Dude, the total cost is Rs 75 lakhs, but you may have to shell out another five lakh rupees because of VAT’, I might have backed out of the deal altogether. But this wasn’t communicated to me.

     

    So, as usual, the poor consumer will suffer. The developers and the state government will both, as usual, laugh all the way to the bank (or wherever else they keep the loot). I really think the mass media and the business press needs to keep a sharper eye on the goings-on in the glittering world of real estate business. I am actually looking out for many sting operations to happen.

     

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    PS:  Seems like Volkswagen’s ‘vibrating’ innovation has landed the company in a bit of bother. Someone from Volkswagen posted a highly sexist and offensive tweet, obviously miffed at all the negative comments in the social media. And then they quickly deleted the said tweet, but it was too late, the damage had been done. So who’s the one shivering now? Hit the link for details on the sexist tweet.

     

    http://lighthouseinsights.in/volkswagen-india-twitter-fail-story.html

     

  • There is just one reason behind the PM's sudden burst of energy (following his comatose posture since the year 2009) and the announcement of a slew of economic reforms. Uski lagi hui hai, as my tapori pal from Colaba says.

    Anil Thakraney: PM’s last desperate act

    By Anil Thakraney

     

    There is just one reason behind the PM’s sudden burst of energy (following his comatose posture since the year 2009) and the announcement of a slew of economic reforms. Uski lagi hui hai, as my tapori pal from Colaba says. MMS has been battling one mega scam after another, and at this rate, not only are his own days numbered, so are his government’s. Singh has also been getting repeatedly trashed in the media, both local and international. He knows he’s going down the tube, and the reforms are a last ditch measure to gain a few quick brownie points. The reforms package announcement has also moved the media’s attention away from the assorted scams, and this must have been a part of the master plan.

     

    No matter. Whatever be the reason, the reforms are more than welcome, at least some of the foreign investor confidence shall get restored. Even if the Congress’s allies and its rivals put in roadblocks along the way. I was in London recently, and over a drink, my corporate friends out there said to me the India Inc story is pretty much over, that the focus is back on China. And this is the general sentiment across the world. Clearly, something had to be done and done fast, and one hopes that MMS, now that he knows he’s crashing out, will set into motion many more reforms. Not just in aviation and retail, FDI needs to be invited into many sectors, particularly those related to core infrastructural projects, education and health.

     

    That the UPA isn’t coming back in 2014 is a given. It is also true that things won’t be any rosier under BJP’s leadership. (Unless Narendrabhai becomes PM, which is highly unlikely, what with his aides being sent to prison enmass on charges of rioting). Therefore, am happy that MMS has woken up at last, and is thinking about India for a change.

     

    It doesn’t sound very nice that the fading Manmohan Singh will be best remembered for facilitating the arrival of Wal-Mart and IKEA into India. But I can live with that.

     

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    PS: Although I am not really a fan of swear words – I believe it’s the cheapest way to get attention – it is true that they are being flung around quite freely these days. And the ad world guys and gals are most notorious for this habit. Here’s an interesting article on how to use swear words effectively, and without causing offence. And how it can actually help in bonding with people.

     

    Link: http://www.tatler.com/news/articles/september-2012/mind-your-language

     

  • KBC appears to be India's only hope and home for the common men and women to try their luck and up their bank balance a bit, writes Anil Thakraney

    Anil Thakraney: KBC: Winning desi hearts

    By Anil Thakraney

     

    Everyone is surprised by the massive success of Kaun Banega Crorepati, which is now in its sixth season. I have a simple explanation: The Congress leaders said their party is with the aam aadmi, and they won the election in 2009 on that promise. Well, scams-ridden Soniaji & Co totally let the aam aadmi down, and the junta had nowhere else to go. Enter KBC. India’s only hope and home for the common men and women… to try their luck and up their bank balance a bit.

     

    KBC 6 opened to a rating of a staggering 6+ points (though NDTV will have doubts over these figures, hehe), and is now hovering at around 5. These ratings are actually spectacular, given the competitive scenario in the GECs segment, and also considering that this is an old show. Well, what’s happened is that KBC has become a truly desi gig, much like cricket, and it’s difficult to imagine that the format was created in another country. The Indian masses have made it their own… folks gather together to watch it, much as they would congregate at the village mela or at the ration shop in the cities. And Bachchan’s easy connect with the masses has made this very possible. He is like the adorable sarpanch of the village, the good headmen people like and trust.

     

    I watched a few episodes of KBC 6, and must say it’s packed with sponsors and advertisers. This is the only confusing aspect in my mind. Because I suspect the big-city upper and middle classes have lost interest in the show, and it’s the lower middle class and people from small towns and villages who provide the viewership numbers. So while the TRP figures are high, they aren’t coming from the rich urban middle class. Does that not put off most advertisers? I would imagine it would. So then why are they paying for the show? The only explanation is that perhaps the advertisers have found a single, convenient medium in KBC to reach out to India’s heartland. And this explains KBC’s commercial success as well.

     

    So, good show on all counts. However, the sad reality remains: The aam aadmi has to look to a TV serial for succour, having been failed by the political class.

     

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    PS: Brilliant example of how to use a celeb in advertising. Acer Ultrabook exposes the hidden passion of the macho ’24’ television series star, Kiefer Sutherland. And that passion happens to be cupcakes! What I like about the treatment is that the ad exploits the star’s famous persona, and yet delivers a surprising solution. Cool!

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=5zemXwxg8Og[/youtube]

     

     

  • Much to the Bachchan clan’s dismay, I am sure, baby Aaradhya’s snaps are all over the media. She’s already become a celebrity in her own right.

    Anil Thakraney: Media’s lust for Aaradhya

    By Anil Thakraney

     

    Much to the Bachchan clan’s dismay, I am sure, baby Aaradhya’s snaps are all over the media. She’s already become a celebrity in her own right, a Google search throws up nearly 300,000 links. This is not what the Bachchans wanted at all, they have all along been taking every possible precaution to ensure the baby is kept out of the reach of eager photographers.

     

    Now, I understand the media’s desire to click celeb children pics, the janata would want to see them. There is a great deal of interest in celebrities, and this happens in most parts of the world. What amazes me, however, is that Amitabh Bachchan, despite living (and thriving) in the spotlight for all these decades, is in denial about this fact, and therefore all those valiant attempts to conceal the baby’s face. I wonder why the family must behave thus. They do proudly introduce Aaradhya to all their friends and acquaintances (Ms Oprah Winfrey included), so why would they deprive their zillion fans of a little ‘mooh dikhai’? All that will happen is that the fans will feel happy, and would most likely bless the child.

     

    Here’s what I suspect, and I sincerely hope I am wrong about this: The Bachchan family is renowned for being deeply superstitious. Could it be that some sort of a strange belief compels them to keep Aaradhya away from the public glare? Does it have something to do with the chance of an ‘evil eye’ attack? I really hope not. That, if true, would be a real pity, coming from such an educated, well-travelled and cultured family.

     

    As for the press, my own view is that if a famous family does not wish to share its happiness with the aam junta, the media must shun them, however big their celebrity status might be. And I had said the same thing when the Bachchans badly wanted to keep the media out during the Abhi-Ash wedding, some camera guys had even got punched and kicked by the security personnel.

     

    People, I am all for exclusives and scoops. But not at the cost of self-respect. That should be placed above all else. Let’s be hungry, not desperate.

     

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    PS: A horror story posted by a Volkswagen customer on a discussion forum. Volkswagen India should spend all their monies in keeping their clients happy, rather than splurging it on silly media ‘innovations’. Vibrator? Oh, puhleeeaze! This example also highlights the power of social media, and why corporates can take it lightly only at their own peril.

     

    http://www.team-bhp.com/forum/indian-car-dealerships/126160-ksm-motors-smashes-customers-jetta-joyride-vw-india-silent-issue.html