MxMIndia

Category: HARD KNOCKS

Anil Thakraney’s view on adland, medialand and more

  • The last thing a troubled soul wants is to be judged by the interviewer. And there's a lesson in this for our aggressive, judgmental, in-your-face TV anchors and interviewers. Sadly, we don't have a single TV person out here in Oprah's league

    Anil Thakraney: We need an Oprah in India

    By Anil Thakraney

     

    Why do top celebs like speaking to Oprah? Especially so when they desire to come clean on their sins? One obvious reason is the penetration of her show. You are assured of reaching millions of people at one go, so it’s a big bang for the buck. There are also nasty rumours going around in the case of the Lance Armstrong interview, suggesting that Oprah’s company and the TV channel paid major bucks to the cycling champ to ‘confess’ on their show. I suspect this is loose talk from Oprah’s envious rivals, so this reasoning is best left ignored.

     

    The other reason why Oprah gets preferred is that she’s a wonderful television interviewer. She brings in a healthy combination of curiosity and compassion to the interview. So, even as she fires tough questions, her eyes seem to suggest she does feel a tad sorry for the celebrity, for the trauma he/she is going through. This makes Oprah’s guests comfortable, and that’s critical for a good interview. Another good thing about Oprah is that she’s non-judgmental, she leaves that part of the deal to her audiences. This, again, is another reason why she’s favoured by celebs; the last thing a troubled soul wants is to be judged by the interviewer. And there’s a lesson in this for our aggressive, judgmental, in-your-face TV anchors and interviewers. Sadly, we don’t have a single TV person out here in Oprah’s league.

     

    About her much publicized two-part interview with Lance Armstrong, which the entire world watched, I have to say the disgraced champ blew an opportunity to win a little public sympathy. Even though he freely pleaded guilty to the doping charges, his mannerism and his body language told us the man isn’t really sorry for what he’s done, and it was also clear this TV interview was an exercise in currying favour with the anti-doping authorities, a desperate last ditch attempt at winning another chance to get back to the races. The key word he used is ‘flawed’. This means he’s still not taking responsibility for his actions, Armstrong seems to suggest there’s something wrong in his genetic make-up. Ergo, the cheatfest wasn’t deliberate. Complete nonsense, I say. Only the really gullible will fall for this crappy DNA logic.

     

    But full marks to Ms Winfrey for a good job done. In a way I feel bad for our desi celebs. Even when they decide to come clean, there’s not a single TV host they can go to without feeling edgy and nervy.

     

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    PS: Disruptive advertising at its best. That too from a direct television brand. Also, super use of movie star Charlie Sheen. A good example of how to be crazy in advertising while remaining focused on the product/service on offer.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=k2ZYIdmdx14[/youtube]

     

  • This case involves more than the tragedy of one individual. The incident deals with the systematic failure of the state, the police and the aam aadmi at large… all the more reason the media needs to have access to the daily proceedings

    Anil Thakraney: Media needs access to rape trial

    By Anil Thakraney

     

    With due respect to the honourable magistrate who ordered in-camera trial of the Delhi gang rape and murder case, and to the judiciary in general, I have to say one is quite disappointed with the decision to keep the media out of the courtroom. Am sure the concerned magistrate had valid reasons for taking this decision, but the junta does have the right to be informed on the legal proceedings in this horrific case. Here we are, demanding transparency in all walks of life, and in the case of a crime that jolted the entire nation, there is a media blackout! It does appear rather odd.

     

    I suppose the in-camera trial decision was taken because of the likely overcrowding inside the court premises, and a possible ‘law and order’ problem. Well, it’s the job of the cops on duty to handle these issues. Sure, the Delhi cops can’t seem to be able to do much to help women in distress, but surely they can ensure discipline inside a courtroom. And in this case, there’s no question of ‘protecting’ the rape victim from prying eyes, as, sadly, the unfortunate girl has passed away. So these explanations don’t convince me much.

     

    Truth is, the public has every right to know the details of the arguments being put out by the prosecution and the defence lawyers, as also testimonies being filed by the various witnesses. We also need to be made aware of the remarks and observations by the judge. Not only because this trial means a lot to a whole lot of people, this case involves more than the tragedy of one individual. The incident deals with the systematic failure of the state, the police and the aam aadmi at large… all the more reason the media needs to have access to the daily proceedings. Media scrutiny will also ensure the case doesn’t slow down, as it usually happens in India.

     

    If there is a concern that news channel anchors will conduct their own ‘trial’ each evening based on the media reports (and this is quite possible), the magistrate can easily declare a ban on such frivolous discussions. But factual reports from inside the courtroom are important.

     

    Anyway, as I said earlier, this is simply my own point of view, and there’s no disrespect meant to the judiciary. Whatever happens, let’s just hope justice is awarded to the victim’s family as soon as possible.

     

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    PS: Haha. Fun, sarcastic posters on movies nominated for the Oscar awards this year. Really wish someone did a similar exercise on the ‘100 Crore Club’ drivel that’s been winning awards at multiple Bollywood fests.

     

    Link: http://www.theshiznit.co.uk/feature/if-2013s-oscar-nominated-movie-posters-told-the-truth.php

     

  • I strongly believe movies and ads have a very limited role to play in influencing social behavior. Think about this: If movies could affect people, we would have been a nation of a billion noble citizens, as films almost always tell us that good wins over evil

    Anil Thakraney: Movies & ads don’t create rapists

    By Anil Thakraney

     

    I was watching Justice Verma’s press conference with both, enthusiasm and amusement. Enthusiasm, obviously because we were all keen to know what the committee had in store for desi women. And I was amused because the Justice and his team members reminded me of my strict school principal and teachers. A whole lot of nice theoretical lessons being belted out, with no road map on implementation. This is India for you. A nation of great thinkers and ideators, but a nation of very poor executors. Anyway, let’s see how the recommendations play out on the ground, though I suspect we shall see very little real change.

     

    However, I am glad that in the 360 degree approach taken by the committee to protect Indian women, the use of ‘item songs’ in Bollywood flicks and the ‘objectification’ of women in advertising was left out of the menu. These two issues have been discussed to death on TV chat shows, post the Delhi gang rape, so I was expecting the committee to issue an edict on these too. Happy they ignored the heated telly debates.

     

    This is because I strongly believe movies and ads have a very limited role to play in influencing social behavior. Think about this: If movies could affect people, we would have been a nation of a billion noble citizens, as films almost always tell us that good wins over evil. Clearly, no one believes that after the butter popcorn is done. By the same logic, item songs and semi-nude hotties can’t be contributing to rape. Cinema is an entertainment medium, and that’s how it’s viewed by the masses. Today’s blockbuster is tomorrow’s cheap, street DVD.

     

    Ditto for ads. TV commercials and press ads have been featuring beautiful women for years and years. And these gals attract attention to the product, and that’s all they do, nothing more, nothing less. Nobody wants to buy from ugly people. Again, if ads were contributing to rapes, the all pervasive nature of this medium would have turned millions of us men into rapists and molesters. And that’s not happened.

     

    The problem of crimes against women and children finds its roots in two factors: The way sons are brought up in India. And a weak law enforcement machinery. These are the things that need to be sorted out. And am happy the Verma committee mainly focused on them. Meanwhile, please let’s continue with the beauties in cinema and ads. Without them, the nation will become a very boring place.

     

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    PS: The memorable Lance Armstrong/Nike ad. And to think it was an anti-doping commercial! Must say the words have turned out to be quite prophetic. There should be a case study done on how the champ’s confession damages Nike, the brand, because of their powerful association.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=MIl5RxhLZ5U[/youtube]

     

  • Freedom of expression is not absolute; it does not give you the license to defame people, and deliberately provoke communal/religious tensions. However, I don't think Nandy did any of that, he merely expressed a point of view (and later clarified)

    Anil Thakraney: They should go easy on Ashis Nandy

    By Anil Thakraney

     

    Sociologist and author Ashis Nandy made a controversial point about the Dalits at the Jaipur Litfest, and he now finds himself in a soup. Although the man later clarified and apologized for his comments, an FIR has already been lodged at the time of writing this piece. And because Nandy has been booked under the SC & ST Act, his arrest would seem like a very possible event.

     

    For those not in the loop, Nandy had said: “Most corrupt people come from Other Backward Classes, Scheduled Castes and Scheduled Tribes.” He later said that he was misquoted and misunderstood, and that he is sorry. This would ordinarily be the end of the controversy. But it isn’t, because he’s charged under the abovementioned Act.

     

    I have stated in a previous post that freedom of expression is not absolute; it does not give you the license to defame people, and deliberately provoke communal/religious tensions. The Indian Constitution states this as much. However, I don’t think Nandy did any of that, he merely expressed a point of view (and later clarified). The logical thing would be to ask him to explain his statement in detail, and if it’s found to be defamatory to a community, Nandy can be tried in a court of law. Indeed, that’s what might have happened if he had, let’s assume, said that most corruption comes from Hindus or Sindhis or Kashmiris or UPwallahs or Tamilians, etc. However, under the SC & ST Act, casteist statements invite criminal liability, and therefore an FIR and subsequently the arrest come into play. And as per law, this is a non-bailable offence.

     

    Now, I am not a lawyer, but I would imagine the said Act makes even minor criticism of our SC, ST and OBC brothers and sisters a matter of criminality. This doesn’t seem fair. Perhaps the time has come to re-define this Act a little more clearly and a little more fairly. So that while atrocities can invite criminal charges (as they must), general points of view (even if factually incorrect) don’t land people in jail. Especially so if the person has already apologised for the remarks. Really think time has come to move towards a more equal play for all citizens and groups in this nation. This is 2013 AD.

     

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    PS: An amazing 3-D hoarding mounted in Chicago. This is for a brand of rum (in India it would be playing cards, haha). Wonderful use of 3-D to attract attention, and one wonders why we don’t get to see such creativity in our cities. It’s not really costly to execute, and we have the contractors to do it.

     

     

  • One more 'Justice for Jessica Lal' moment has arrived for the Indian media. Now, only intense media scrutiny will put some pressure on the judiciary to follow the spirit of the law, and not its letter, at least in this case

    Anil Thakraney: Let’s go after Mr Juvenile

    By Anil Thakraney

     

    Well, it’s pretty clear now that the man/boy who not only participated in the Delhi gang rape but played a key part in the torture will be out on the streets in a few years. Out to commit more heinous crimes. The Juvenile Justice Court has decided to treat his school certificates as gospel truth (the bone ossification test has been rejected), therefore as per the law, there’s no way this chap will get punished under the IPC.

     

    And so, one more ‘Justice for Jessica Lal’ moment has arrived for the Indian media. All journalists and proprietors of media companies will have to get after Mr. Juvenile with jihadic fervour. Now, only intense media scrutiny will put some pressure on the judiciary to follow the spirit of the law, and not its letter, at least in this case. Television debates and news reports have been done. The social media is active. But we need sustained, continuous, 360 degree pressure. Till full justice is done to the unfortunate girl, and till all the six criminals get their just desserts. I am convinced the destiny of this young rapist/killer is now in the hands of the Indian media. People, we have to rise and shine.

     

    And by the way, no, I don’t believe Mr. Juvenile wasn’t old enough to know what he was doing. Here’s what I was up to when I was 17 years plus.

     

    Furiously (but unsuccessfully) pursued a girl in my junior college class.

    Dabbled in stocks with my pocket money to earn some quick (albeit tiny) profits.

    Took a train ride to Nagpur all by myself for a med entrance exam. And successfully negotiated a deal with a low cost hotel.

    Went on a road trip to Jaipur and Ajmer, all by myself.

    Had beer with college pals. Many times.

    Stole dad’s cigarettes. Many times.

    Got involved in a street brawl.

    Got an ageing neighbour admitted to a hospital.

    Lodged a written complaint against a BEST conductor for refusing to give me change.

    Cheated in my chemistry exam.

    Cheated in my physics exam.

    Screamed at a driver in our residential apartment, because he would habitually ‘eve tease’ the maids.

    Argued with a professor at a private tutorial class on his faulty teaching methods.

    Learnt to ride a Bajaj scooter.

    Had heated discussions with dad on the Partition.

     

    And these few memories are still fresh in the head. Yup, I knew exactly what I was doing, as also the ramifications of those actions. And would have felt enormously insulted if someone called me a ‘juvenile’. Hope the Indian law makers are reading this post.

     

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    PS: Speaking of the rape and murder, we simply have to quit this ‘Nirbhaya’, ‘Damini’ and ‘Amanat’ nonsense. Perhaps a PIL needs to be filed in a court for this. We must remember, respect, honour and cherish the girl by her real name. She’s sparked a massive change in this nation, and history needs to record that.

     

  • Using the social media, is it possible to create huge groups of supporters of arts and free speech in different cities and towns of India?

    Anil Thakraney | Needed: Creative people’s vote bank

    By Anil Thakraney

     

    Don’t go by Kamal Hassan’s threat to quit India. It’s the same ‘hool’ which Lata tai gave us over the Peddar Road flyover, but didn’t mean it. These creative types can get a tad emotional, so let’s ignore that bit.

     

    What we cannot ignore is the continuous harassment of creative people in this nation. And they are soft targets because they end up as one individual against a powerful state machinery. Naturally, this becomes a one-sided battle. And this situation is highly depressing; each you time you try to push the envelope, you run the risk of ‘offending’ one fringe group or another. It’s simply not possible to think differently in such a scenario, mediocrity like ‘Dabaang’ will rule the roost.

     

    The main issue is this: Politicians react to what the fringe groups say only because, in the eyes of the netas, they either constitute a vote bank, or they represent one. The number of such protestors can be very few, but in politics, it’s best to err on the side of caution. Therefore the government (state and central) takes an easy way out, and clamps down on the creative work. And artists, movie makers and writers are powerless because they don’t constitute a vote bank, they are dispensable.

     

    So I thought of an idea: Using the social media, is it possible to create huge groups of supporters of arts and free speech in different cities and towns of India? (Of course, no support for dolts who create illegal stuff, a la that cartoon called Aseem Trivedi.) Whereby, each time a creative person comes into strife, massive protest marches and dharnas are held all over India. As these numbers swell, the government will have to take these groups very seriously (as we saw during the aftermath of the Delhi gang rape), and would most likely treat them as a potential vote bank. This effort can thus help nullify the mischief created by fringe groups.

     

    In short, as the proverb goes, to cut iron, you need iron. We have to start thinking of these things from now on. Because Kamal Hassan is neither the first nor the last creative person who’s being made to face the music. Social media is mainly used for time pass. Methinks it’s time to put it to some good, creative use.

     

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    PS: Wonderful traffic safety posters dug out from the UK archives. These ran in the forties, but are more needed in current times. Especially in nations like India, where the junta gives a rat’s ass for road safety. Our government should import these posters and use them here. Because they are visual in nature, even the uneducated sods will get them.

     

    Link: http://www.brainpickings.org/index.php/2013/01/16/vintage-road-safety-psa/

     

  • Before these unfortunate young ladies abort their promising gig, an MTV or a Radio One should show some enterprise. Go ahead and adopt the band, people. If for nothing else, do it for the love of music, and for the love of Young India

    Anil Thakraney: Someone please adopt the Kashmiri band!

    By Anil Thakraney

     

    We all know what’s happened with most of the desi television music channels. They now do everything but play the frickin music. Completely juvenile reality shows are now integral to their programming mix. The FM radio stations at least play the songs (thank heavens for small mercies!), but all the musical fun gets demolished due to the constant chatter from the jocks, and from the (usually) boring guests they invite to their studios.

     

    Here’s a wonderful opportunity for one of these buggers to change things, to get the focus back on music, and to build their own brand. Whichever is the smartest one of the lot shall waste no time in adopting the all-girl rock band from Kashmir, the band that’s planning to shut shop following the rape and death threats from some lunatic locals. It’s gotten so bad for these girls that even J&K’s chief minister hesitates to openly denounce the threat senders. Guess he’s worried about ‘hurting’ religious sentiments, because Kashmir’s Grand Mufti has declared the girls’ band as ‘Un-Islamic’.

     

    Before these unfortunate young ladies abort their promising gig, an MTV or a Radio One should show some enterprise. The channel/station could relocate the girls to Mumbai or Delhi, provide them with free accommodation, take care of their education, and most importantly, finance and support their musical journey. Result: The brand will get to own this band, and its success will benefit the TV or the radio station enormously. And not to forget all the goodwill that will get generated because of the social work involved in helping these poor damsels in distress.

     

    If one of the CEOs doesn’t move swiftly to make this happen, it would be a wonderful opportunity lost in brand building. And it will lead to the death of budding talent. Go ahead and adopt the band, people. If for nothing else, do it for the love of music, and for the love of Young India.

     

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    PS: SodaStream is a manufacturer of bubbly soda. For the Super Bowl, they decided to run a commercial that makes rival brands, Coke and Pepsi, look like bumbling fools. Sadly, the TV network, CBS, did not allow this one to be aired, because they found it too ‘explicit’ in its attack. Wow! Methinks this is harmless stuff compared to the ad attacks Coke and Pepsi regularly launch on each other. I suspect CBS chickened out, not wishing to annoy big advertisers. What a pity!

     

    Link: http://www.youtube.com/user/SodaStreamGuru?v=68al-o2XSpE

     

  • Now only if Narendra Modi adds one more to S (for Sorry) to his 3S mantra, he will definitely be PM in 2014, writes Anil Thakraney

    Anil Thakraney: CEO Modi

    By Anil Thakraney

     

    In an earlier post, I have matched Brand Rahul with Brand Modi. The television media has only got into the act now, so this should tell you the internet is the medium of the future. But Modi’s speech at the Delhi college gave us an insight into why the corporate honchos adore this man. By the way, I was watching the speech live, and out of curiosity, surfed all the news channels. And found that every single one was fixated on Modi, except for DD News, which was dutifully recycling an ancient Manmohan Singh speech. Sigh! Guess some things never change.

     

    Anyway, on to Motabhai’s talk show. This wasn’t a political neta speaking. Modi’s speech was a full-on sales pitch by a businessman. It had all the elements in place: Furious marketing of the state of Gujarat, which Modi treats as his personal portfolio. A clear vision for future growth. A tangible business mantra: Speed, Scale, Skill. A positive outlook to the future. And an extremely competitive pitch… he missed no opportunity to tell you why Gujarat (his brand) prospers, while the Rest of India (the brand he wishes to own) has lagged behind. It’s well known that Modi goes out of his way to welcome the Tatas and the Ambanis to his state, and therefore the industrialists never fail to pay him compliments. But after listening to him, I realized that Modi is more a dhandhewala than a neta, which explains his corporate fan following more accurately.

     

    And that’s a good thing for this nation. We desperately need a leader who can think big, and who has the ability to get work done. A man who operates likes a CEO. Look at the mess that’s happening in Mumbai in terms of infrastructure, and you will understand why Modi is blue chip stock. The Scale is missing, Mumbai is still planning flyovers, when the metro rail should have covered the entire city decades ago. The Speed is missing, projects go on for years and years. And sadly, even the Skill is missing, people keep dying every other day under falling debris. And potholes magically appear on freshly minted roads.

     

    In short, Officer Modi’s time has come. Now only if he adds one more ‘S’ to his 3S mantra, he’d definitely be PM in 2014. And that ‘S’ is a big ‘Sorry’. To the Indian Muslims.

     

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    PS: Brilliant! There was a power cut at the Super Bowl for a few minutes. As most fans (and brand managers) were left groping in the dark, the Oreo guys swung into action. And quickly came up with this winner. Smart work. This sort of on-the-feet thinking you have to admire.

     

     

  • All these heated discussions, post-mortem of the man’s trial, and worse of all, controversies over the disposal of the body and chest-thumping by some TV anchors will only help in fanning anger in the valley

    Anil Thakraney | Guru execution: Media frenzy may do damage

    By Anil Thakraney

     

    To be honest, I am not quite sure on how the media should have dealt with the Afzal Guru hanging. Yes, it’s a big, big story (after all, how often does this softie nation hang criminals?), and the man was behind an outrageous attack on Parliament, no less. So his execution had to be covered, no option, really.

     

    And yet, I saw no point of all the TV discussions and the detailed newspaper reports. What was the use of re-visiting the terror attack in graphic detail, of re-living the doubts expressed by some on the fairness of Guru’s trial, of debating the timing of the execution, of playing out angry comments from Kashmiri separatists, etc? Now that the man is dead and gone, what purpose does this really serve? All these issues/controversies should have been debated while the convict was still alive, that would have made sense, perhaps it would have impacted Guru’s destiny. To my mind, a story on the execution itself, on how they went about it, would have been more than sufficient.

     

    In fact, all these heated discussions, post-mortem of the man’s trial, and worse of all, controversies over the disposal of the body and chest-thumping by some TV anchors will only help in fanning anger in the valley. Make no mistake about this: Despite the calm we have witnessed in Kashmir in recent times, there’s simmering rage amongst many locals who don’t like the idea of being a part of India. My worry therefore is this: Did the media, with its over-the-top coverage, unintentionally provide a handle to the disgruntled elements? I strongly suspect this might be the case, and I really hope we don’t suffer as a nation in the coming years. Hope that we don’t have to deal with more Afzal Gurus.

     

    Yes, the terrorist had to die, it was always only about when. Yes, it’s a big story, and yes, the media had to do its job. But I continue to get haunted by one thought: Perhaps editors and content heads could have handled this one differently. Because, in the end, national interest must come above all else.

     

    And yet, this is a gray zone, there is no ready black-and-white answer, I concede that. Let’s just hope we didn’t screw this one up.

     

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    PS: An excellent example of how to talk price for cars without damaging the brand image. Because in this category, status is everything. A must watch for all brand managers on how to offer discounts without discounting the brand appeal.

     
  • The Gillette folks have now decided to inject social service into their communication, and are asking us men to stand up for women, to respect them. I think this is smart thinking

    Debrief: Gillette: The Protector

    By Anil Thakraney

     

    Till just the other day, Gillette was busy telling us men that women prefer guys who shave. They say the stubble comes in the way of ‘closeness’, and therefore most ladies abhor the stingy hair. That I have been shaving all my adult life, and am still a zero with women, is another story, of course. But I found the idea interesting.

     

    However, the Gillette folks have now decided to inject social service into their communication, and are asking us men to stand up for women, to respect them. I think this is smart thinking. Ever since the Delhi gang rape, the spotlight has moved to the issue of women’s safety in India. And riding on the topicality will serve the brand well. I also like the fact that Gillette stays away from the usual shaving equipment advertising cliches, the same old smooth shave, freshness, etc, stuff. This is purely about brand building on an emotional platform, and in this category, where one brand is really no different from the other, it’s a good strategy.

     

    ‘Soldier for women’ is the theme of the commercial. It basically features all sorts of males and females, first standing individually, and later men surround the gals like bodyguards. Of course, all the mards are clean-shaven (Gillette does not like hairy men, remember?). 

     

    I like this approach. Just two things: One, the creative doesn’t pack in an emotional punch, it leaves you kinda indifferent. The ad needs to be redone so that it arouses goose bumps amongst us men. This should not be very difficult; women’s safety is a charged subject. Also, Gillette must not stay at the level of a TVC, they should go all out and create a sustained 360-degree movement. So that within the next year, in the consumers’ perception, Gillette = Caring for Women. It would be a tremendous brand positioning if they can pull it off. 

     

    Rating: (On a scale of 1-5): 3. Good start. Lot of work needs to be done.

     

  • I was not just impressed with the BAFTA awards presentation, I think the way they conducted the show should be the benchmark for all movie award shows, both, abroad and in India. Here's a checklist of all the things they did right

    Anil Thakraney: BAFTA Awards: The perfect show

    By Anil Thakraney

     

    Some readers of this blog might recall my review of the Golden Globes 2013. I was not very excited by the endless rambling by some of the award-winners. I had also suggested that a few cinematic insights ought to be provided to viewers, stuff that we usually never get to know.

     

    Well, the Brits seem to have given me a good hearing, hehe. I was not just impressed with the BAFTA awards presentation, I think the way they conducted the show should be the benchmark for all movie award shows, both, abroad and in India. Here’s a checklist of all the things they did right.

     

    The show (Sony Pix) was completed in two and a half hours (including various ad breaks). Perfect timing. This is the length of an average flick. This ensures viewers don’t tire out or fall asleep by the time the big awards are declared. A lesson to be learnt by Bollywood awards organisers.

     

    There was just one host, Stephen Fry. The man is naturally witty, and the script provided to him shone. Plus, he did not get into verbose jokes, he was quick and sharp. And because he was performing solo, the possibility of juvenile exchange with a co-host got ruled out. (I am so not looking forward to the mindless banter between SRK and Saif at the Filmfare awards show, scheduled for telecast this weekend.)

     

    Fry set the ground rules very early. He made it abundantly clear that winners should be crisp and rapid in their award acceptance speech. And everyone obliged, there was no need for music to be blared to stop the offenders. I am hoping to watch a repeat of this at the Oscars.

     

    Interesting insights were provided on all the major movies, with comments from crew members. Special capsules were created for this. So much better than the idiotic spiel belted out by the so-called ‘humorous’ anchors/guests. Awards are about cinema, and the focus must remain on that.

     

    Even the red carpet parade was short and sweet. Movie stars weren’t asked asinine questions by TV channel reporters. All we wanted was to see their designer dresses, and that’s what we got.

     

    And yes, there was no item number. You don’t need those, we get to watch them in the movies. Don’t know when Bollywood will understand this.

     

    Really hope other award organisers take a leaf from the BAFTA guys. Movie award shows should be fun to watch. They mustn’t be an ordeal.

     

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    PS: Sometimes the ad guys need to objectify men too, so that the ladies can have fun. Director Guy Ritchie has done just that for David Beckham Bodywear (H&M). As the sexy footballer runs through Beverly Hills in nothing but his skin-hugging chaddies. Enjoy!

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=iQCd1xVAkow[/youtube]

     

     

     

  • The idea is to create two such Big Days each month. Especially in those months when there is no important festival. And then, in tandem with the media, market that day to the hilt

    Anil Thakraney: Marketers must conjure up more V Days

    By Anil Thakraney

     

    I write this piece on the lovely Valentine’s Day. Romance is in the air, and the social media is bursting with it. Even the mass media is doing its two bits to promote love. More so in Mumbai, now that the Shiv Sena has stopped beating up the heart shaped balloonwallahs.

     

    Guess it’s a huge day for florists, card sellers and other marketers. And I quietly snigger at the plight of all those dolts who forgot it’s the great V Day, and bought nothing for their partners. They’ve had it, I say! And in order to ‘make good’ for their crime, they will now have to rush to buy expensive goodies. When viewed as a gullible consumer, this sort of purchase pressure is kinda exploitative. However, this is an industry portal, so I am on the side of the canny marketers, and shall suggest that the Valentine’s Day Sales Carnival can easily be extended to an all year long bonanza. Leading to windfalls for the industry.

     

    The idea is to create two such Big Days each month. Especially in those months when there is no important festival. And then, in tandem with the media, market that day to the hilt. Imagine these: Daughter’s Day. Son’s Day. Granny’s Day. Chachi’s Day. Bhabhi’s Day. Cousin’s Day. Mother-in-law’s Day. And so on. I believe Father’s Day and Mother’s Day already exist, but for some strange reason, marketers haven’t been aggressive on them. They should be. India is a country of relations, we are emotional fools, people feel a strong sense of bonding with family, even the extended one. Wonder why CEOs have been sleeping on this goldmine. When heavy sales can happen even if there’s absolutely no need/want for the goods in the consumers’ lives.

     

    So go for it, guys. Declare a Special Day. Create a buzz around it. Get celebs talking about it. This will get the mass media interested. The social media chatter will follow. And voila! You have another day in the calendar to embellish the toplines.

     

    On that thought, happy belated Valentine’s Day. Hope, for your own well being, you didn’t forget to buy her/him an expensive gift. 🙂

     

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    PS: Cute idea from Scotland to promote tourism. They dressed up a couple of ponies in cardigan sweaters made out of local wool, used them in ads, and these creatures have turned into celebrities! And they help generate a great deal of curiosity about Scotland. We should do something similar with stray dogs and cows that line our streets. Dress them up in khadi kurtas. And Gandhi topis. 🙂