MxMIndia

Category: MEDIA

  • The evening will also witness a presentation on AdAsia 2015, Taipei to be held from Sunday, 22nd November, 2015 to Wednesday, 25th November, 2015

    The Advertising Club to host Media Review 2015 in Mumbai

    By A Correspondent

     

    The Advertising Club will be organizing its popular annual event, Media Review on Tuesday, 21stJuly, 2015 at 6pm at the Imperial Hall, 8th Floor, Palladium Hotel, Lower Parel, Mumbai.

     

    The speakers who have agreed to make a presentation and later be a part of the panel discussion are Shashi Sinha, Meenakshi Menon, Punitha Arumugam and Pradeep Dwivedi. The title of the talk is “Is anyone listening? : How did the Ad and Media industry combat the challenge of continuous partial attention of audiences.”

     

    The evening will also witness a presentation on AdAsia 2015, Taipei to be held from Sunday, 22ndNovember, 2015 to Wednesday, 25th November, 2015 at the Marriott Hotel, Taipei by a delegation that will be flown in from Taipei.

     

    The Presenting Sponsor for the event is Colors and is powered by Dainik Bhaskar.

     

  • … and do more than just buying and selling, says Pele Cortizo-Burgess, Global Director, Integrated Planning at MEC

    Clients want media at the front-end…

     

    Pele Cortizo-Burgess, Global Director, Integrated Planning at leading media agency MEC isn’t from a typical media agency background. He was last at Grey North America as Chief Strategy Officer. Excerpts from an interview with Pradyuman Maheshwari when he was in Mumbai for Zee Melt 2015.

     

    With the kind of background you have, what are you doing in a media agency? Apart from the fact that both your last agency and the current one are WPP-owned?

    [I’m] still learning, growing, getting sharper, because there’s a level of creativity, media that I think a lot of clients and makers, if you will, people who are responsible for the advertising product… there’s a lot of creativity within media that they’ve not been exposed to.

     

    Before you came in to a media agency, you must’ve come in with certain expectations. Obviously, media agencies have changed dramatically from the last few years…

    I wouldn’t know because I’ve only been in one media agency, and it’s this one.

     

    What was the perception?

    The perception has been almost disposable. It is in the last 10 minutes of the meeting that the media guy stands up and gives a presentation, which is such a shame especially when you look at the resources, discipline and talent media companies have. It’s almost irresponsible to save that to the very end of a creative presentation, versus if you start the approach of understanding the opportunity, challenge, problem on the client’s behalf with inputs from media, I think that the idea actually ends up being more exciting.

     

    Would you say the clients expect a lot more from media agencies today than before?

    I think clients are incredibly open to media companies being [engaged in] more than just buying and planning. So I think what’s happening now is clients are recognising the value of media being at the front-end of the approach, versus the back-end.

     

    Are creative agencies okay with it?

    Yes, they are smart. There are agencies that are for this, but, I think that it’s not a hundred per cent. There are advertising agencies that, unfortunately, still look at media as a discipline that’s [revolves] around execution, versus looking at media as an essential ingredient in a creative process, to create an idea. And when that happens, it’s only to the positive benefit of the client.

     

    I’m not very sure what the scene is internationally, but in India, media agencies have always suffered from the fact that they’re unable to hire talent – especially at junior levels – because they don’t have the money, thanks to what they earn. Is that a problem elsewhere in the world?

    Not many people have enjoyed my saying this, but if I reflect on my own career, some people ended up doing media because they couldn’t become an account planner or couldn’t make it in the creative department.

     

    Like if I can’t become a doctor, I turn a dentist.

    There was always that stigma which led to a lot of people not choosing to go into media. Given the changes that are happening right now, when I look at the talent that’s coming in — mostly outside India in the markets that I’m more engaged with — it’s about retaining that talent, not just retaining them on the possibility that they’ll go to another advertising agency, but to Facebook, Google or Twitter. Today, there are so many different environments that are calling out for amazing talent. Media is one that deserves that amazing talent.

     

    Increasingly, media agencies are becoming full-service, because in digital they do creative and they also do buying and planning. This is happening in India too. Your views.

    I’ve heard a lot of people talk about it as a prediction. I myself don’t see that as a way of embracing or creating the most amazing ideas for a client. Because it’s fragmented. I’ve been asked if, in future, I see all disciplines coming together, and my response is that they may not all come together under one roof, but if you’re my client, [I have a] responsibility to connect all those different inputs to ensure that you have an idea that is as dynamic as the world that we’re about to unleash it into. Does that mean that I see media agencies becoming full-service? We’re not built that way at the moment. What we’re building ourselves is for transitioning that discipline from just being the backend more towards being an essential component…

     

    Could there be a conflict between media agencies and creative agencies, given the larger growing of those roles?

    I think there will always be conflict around territories, humans being humans, organisations being organisations. A lot of the companies that have started to create a discipline [do it to] create a holistic point of the view for the client. When you talk about better understanding a customer’s journey, you can’t do that without better understanding his/her behaviour and engagement with media. When that happens, a lot of people will say, may be there’s conflict. That happens because we’ve traditionally kept media separate — in terms of involvement in the creative process — which I think is a shame.

     

    For clients it’s a win-win because they’re getting ideas from everywhere…

    Yes, but be careful about ideas coming from everywhere. Despite what people say, every idea may be a good idea, but there are also a couple of bad ones. And I think bombarding a client with ideas from everywhere isn’t a role that partners need to play. I think partners need to engage in creating the most dynamic, most engaging, most relevant idea and then implementing that accordingly. Yes, it’s a win situation for the client, knowing that the idea put in front of him/her has been holistic in its creation.

     

    MEC, for instance, has this unit for Colgate. For large clients, composite units have been built.

    I can’t answer that question in too much detail other than to give you a general point of view. When that is being built, it’s being built in pure dedication to that client.

     

    How familiar are you with the Indian scenario in terms of the work that’s being done?

    Not as familiar as I should be, or would like to be. This is my third trip to India. When I think about the practice of media here, what’s exciting for me is it’s almost a proof point of the shift away from paid/owned/earned, to starting with owned first, when you look at media. It’s exciting. There’s still tons for me to learn from here, and to share, hopefully.

     

    First appeared in dna of brands dated July 6, 2015

     

  • My very sad moral of the story to all my fellow journalists who are in love with Narendra Modi is this: it's only going to get worse, writes Ranjona Banerji

    Ranjona Banerji: Media finally wakes up to ‘Vyapam’ scam

    By Ranjona Banerji

     

    The poor media. Damned if it does and damned if it doesn’t. For the past two weeks, the media – particularly television – has been slammed on social media for ignoring the deaths of witnesses and accused in an examination and recruitment case in Madhya Pradesh. The implication was clear – because Madhya Pradesh was a BJP-ruled state with the much-respected Shivraj Chouhan as chief minister, some sections of the media were handling the story with those clichéd kid gloves.

     

    However, the death of Aaj Tak reporter Akshay Singh has galvanised the entire media into action. Most of English TV’s bigwigs landed in Bhopal to cover the story and “grill” the government on the deaths of more than 40 people connected to the “Vyapam” scam. There are two aspects to the story and the cynical might be reminded that while the scam itself is under investigation, the fact that so many people around it and involved in it have died is intriguing, if not a cause for concern.

     

    I have no doubt that very soon the defence of the BJP will begin within the media especially from neutral columnists who are emphatically pro-BJP. They will see a giant conspiracy to defame the ruling party and the prime minister Narendra Modi. Others will speculate on how all the scams and wrongdoings seem to emanate from people within the BJP who are direct competition to Modi. Others will of course see the immense power of the Congress and Sonia Gandhi – with only 44 seats in the Lok Sabha and failing influence everywhere else – which controls the media when it has almost nothing to offer it in return.

     

    This last thought process is already evident amongst respected columnists and prime idiots amongst our fraternity who feel that the Lalit Modi story was nudged off the air because the former IPL chief mentioned the names of the Gandhis of the Congress. The current weakness of the Congress Party seems to have passed these people by. Also, a basic journalistic sense would have told them that the story was bound to die out if the government did nothing. In fact, the government played the waiting game and for all that experts and journalists talked about probity and propriety, no action was taken against either external affairs minister Sushma Swaraj or Rajasthan chief minister Vasundhara Raje. The media is unlikely to carry on with a story for weeks when nothing happens. That is common sense and a little experience and a lot of common sense would have told these worthies that.

     

    The other sad fact of life is that when you are in power, you face the most flak. It seems absurd that I even have to write this. The focus of the media has to be on the government and the party in power. In the light of this, endless stories about Rahul Gandhi skipping around daisy fields are unlikely. (On second thoughts…!) Nor are stories about why Rahul Gandhi is silent and why Rahul Gandhi is out of the country going to be more exciting than why is Narendra Modi silent and why is Narendra Modi out of the country – although what is true for one is true for the other.

     

    **

     

    My very sad moral of the story to all my fellow journalists who are in love with Narendra Modi is this: it’s only going to get worse. And calling me or any journalist who focuses on the government in power a “presstitute” might make you feel better but it is not going to change reality. My condolences.

     

  • Mobile Marketing Association has strengthened its India presence with the former IAMAI President as incharge

    MMA strengthens India presence, Preeti Desai is Country Manager

    By A Correspondent

     

    The Mobile Marketing Association (MMA), the leading non-profit trade mobile marketing association, has announced the appointment of Preeti Desai as Country Manager in India. The MMA serves the growing mobile marketing ecosystem in India with support from GroupM, in a collaboration that was recently extended for the third year running.

     

    “The MMA currently leads the growth of mobile marketing and its associated technologies in Singapore, India, China, Indonesia, and Vietnam,” said Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Preeti’s appointment marks MMA’s continued commitment toward building and implementing mobile marketing best practices in India. Her solid industry experience, and vision will be crucial in helping us pave the way forward for the mobile industry in the country.”

     

    Some of the MMA’s priorities will include increasing the adoption of existing MMA Best Practices and Guidelines; recommending adaptations for local market conditions where appropriate; promoting education and skills development for practitioners; and developing suitable measurement metrics and tools for the industry. Preeti Desai’s appointment as country manager for India is a step toward ensuring that all players in the mobile marketing ecosystem get adequate support.

     

    Desai joins the MMA after a stint at Rediff.com India where she was Vice President Strategic Alliances, evangelising the spliced TV advertising opportunity to the leading SME’s across sectors and geographies. Between 2004 and 2006, Desai was the Founding President of the Internet and Mobile Association of India, working with industry and government stakeholders and end users to address key industry challenges, raise awareness of Internet and mobile effectiveness, and set up industry standards and benchmarks.

     

    The MMA has also announced the return of its two flagship events, MMA Forum India and the Smarties India Awards taking place on September 16, 2015.

     

  • The restructuring in the Media business is in keeping with the evolving and dynamic changes in the M&E Industry

    Percept integrates media companies to form Percept Media as Shripad Kulkarni quits after 9 years

    By A Correspondent

     

    Media and entertainment major Percept has restructured and integrated its media and outdoor businesses into a single entity ‘Percept Media’. This follows the exit of veteran media professional Shripad Kulkarni as CEO of Percept Allied Media.

     

    Currently the Percept Group encompasses Allied Media – the media planning, evaluation and buying unit along with the Digital Media services arm; and Percept Out of Home – the communications specialist providing innovative solutions in the outdoor and rural media arena. The revised structure will see the two media service companies integrate into a single vertical under the nomenclature ‘Percept Media’, to become a single platform offering innovative and collaborative 360-degree media solutions to stakeholders.

     

    Ajay Upadhyay

    The leadership team of the newly created Percept Media vertical will comprise Ajay Upadhyay, COO, Percept Limited, who will serve as Chief Mentor to guide the integration process of the Media vertical; and Sanjay Shukla, COO, Percept One who will be responsible for directly supervising the entire integration and restructuring process as a part of the Percept One portfolio.Following the exit of Kulkarni, the erstwhile CEO of Allied Media earlier this month, P M Balakrishna has been elevated to CEO, Allied Media and will also hold the position of Executive Vice President, Percept Media. Rajneesh Bahl has been promoted to the post of Executive Vice President, Percept Media, and will also continue to serve in the capacity of CEO, Percept Out of Home overseeing the entire OOH operations for the company. Milind Dewulkar will take charge as CFO of the newly created Percept Media vertical.

     

    Sanjay Shukla

    The restructuring in the nedia business is in keeping with the evolving and dynamic changes in the M&E Industry and will enable Percept to offer greater efficiencies in the way it operates and functions. The new structure would also offer Percept’s clients greater synergy in the range of solutions and service offerings in the media domain thereby translating into greater value add and a heightened level of customer service and value for all stakeholders.

    Kulkarni, who has spent the last nine of his 30-year work experience with Percept, will reportedly announce his next move later in the week.

     

  • This means three continuous episodes shown one after the other after the other every day of the week

    It’s back to back to back primetime for Colors Infinity

    By A Correspondent

     

    When we interviewed Ferzad Palia, EVP, Viacom18 and Head, English Entertainment, last week, he promised that the soon-to-be-launched Colors Infinity, the English general entertainment channel from the Viacom18 stable, will offer disruption of the kind offered by the flagship Hindi GEC Colors in 2008.

     

    With the scope governed by the number of titles and libraries available to be acquired from the international market as that’s what the viewing masses want to watch (as against locally produced content), the team at Infinity had to dream up a strategy that would be stand-out given all the constraints.

     

    So out came this idea of back to back to back. This means three continuous episodes shown one after the other after the other. Phew! And this will happen every day of the week. The slew of shows – selected jointly with Bollwood impresario Karan Johan and actor Alia Bhatt – has some never-seen-on-Indian-TV shows like Fargo, Orange Is the New Black, Better Call Saul, The Flash amongst others.

     

    Karan and Alia along with Palia and Sudhanshu Vats, Group CEO, Viacom18 unveiled the line-up to the media at an event on Tuesday (July 7). “Our first homegrown English entertainment channel for India – Colors Infinity, through its many firsts, is all set to subvert convention in the genre through providing a consummate viewing experience,” Vats said.

     

    Talking about the channel’s gambit to forge ahead of competition, Palia said he was looking at marketing beyond the six-eight cities which most look at. “Adding to the immersive experience, the innovation of facilitating essential viewing is set to be a definitive game changer through inviting newer audience and growing the viewership pie.” Colors Infinity is looking to pushing the chanel to some 21 cities other than the four metros.

     

    Meanwhile, in line with what many new channels have been doing in the recent past, Infinity has roped in four brands to partner the offerings. These being L’Oreal, Grey Goose, Renault and Integriti.

     

    Meanwhile, the launch date for the channel has still not been unveiled, but according to trade sources, it’s most likely going to be in the next three weeks.

     

  • Maybe it is time that we do an 'egosurf' for the category, brand and associated consumers imagery and take some steps to correct as much as possible, writesSanjeev Kotnala

    Sanjeev Kotnala: Media needs a makeover in the visual digial world

    By Sanjeev Kotnala

     

    One of my friends not from advertising and media world was working on a presentation for his Senior Vice President. A part in it dealt with the current status and future trend in the media and entertainment scene in India.  Somewhere, he decided to bring it alive pictorially in the digitally visual driven world.

     

    Once you have the presentation format and slide layout, life become easy. Now he was concentrating on visual aiding the same. He did what any other self-respecting-professional in his place would have done. He Googled and set out in his search for the best representation in sync with the presentation thought.  What Google played back was just amazing.

     

    If he was an outsider and was neither Indian nor PIO, I would understand his dilemma.  He  was completely dependent on the digital visual signatures and traces for his impression and perception about India. Truly the images that were staring back would represent this country but in early 1990’s.

     

    It was nothing complicated and this is not something exaggerated. He Googled for few simple terms like ‘Reading Newspaper India’, ‘Watching television India’, ‘Media watching Cinema India’ and ‘listening radio India’ etc. The selection of pictures that he found himself staring on his screen projected an image that we all would vouch to be misguiding. But then he had used a completely trusted reliable global resource and an effective reference source even for advertising and communication.

     

    This too in an era where the government is shouting the gigital mantra few times every week.

     

    Surprisingly, the problem progressively decreases as we move from newspaper- Category to English News paper – Sub Category to TOI- a Brand.

     

    Again if you search for  ‘Reading Dainik Bhaskar’, the image that you get are much nearer to what the brand team may associate and want to see in an ‘egosurf’ results.

     

    Now, this is not an isolated case. The problem remains when you search for other medium be it TV, Radio or outdoor.The search keeps throwing up throwing up images like sea throws garbage on marine drive after high tide. The digital visual imagery does no justice to the status.

     

    So I am not sure, whose job it is to intervene and ensure that the first page of media image search, reflects the true picture. Is it the duty of the brands? It is definitely whenever it’s the brand in question. And they are doing a decent enough job. Maybe they need to just tweak their digital feed.  The beautiful pictures both category, brand and their audience which is much part of the B2B or B2C communication be properly tagged in this unforgiving highly dynamic digital world. Maybe it is a role of the industry associations that represent these media. Otherwise in a longer term we will find no change but people blaming  ‘Made in India’, ‘Swatch Bharat’, ‘Incredible India’ and maybe even a foreign hand for the same.

     

    Let me be honest, I am not sure if the search originated at LA or London, would the Google algorithm would have served the same images.  But, that is neither important nor the point being made.

     

    I did ‘egosurf’ myself to check if I am digitally alive, relevant and updated. At least, I could see the areas I should be working on.

     

    Maybe it is time that we do an ‘egosurf’ for the category, brand and associated consumers imagery and take some steps to correct as much as possible. It will not only work for the media but also the country.

     

  • The account moves out from Mindshare who have been handling it for more than a decade

    Lodestar UM wins Media AoR of Century Ply

    By A Correspondent

     

    Century Ply, one of India’s leading and most trusted name in branded plywood, laminates and veneer category has moved its entire media AoR to Lodestar UM. The account moves out from Mindshare who have been handling it for more than a decade.

     

    The current mandate for Lodestar UM spans across all products of Century Ply.

     

    Talking about this shift Amit Kumar Gope – Group Marketing Head, Century Ply said, “It was not an easy decision to part ways with our existing agency. However Lodestar UM opened a whole new chapter in front of us through their understanding of the plywood market. Their media solution was focused on an alloy of strategy, basis sound consumer insight and portfolio management. We are confident with this partnership looking at our massive expansion in the near future.”

     

    Nandini Dias

    Nandini Dias – CEO, Lodestar UM added, “We went ahead with a simple yet compelling strategy rooted in consumer insight. Lodestar UM always believes that strategy lies at the heart of understanding the consumer and that solutions should connect with the audience being media agnostic.”

     

    Century Plyboards in a very short span has created a niche for itself and is the market leader in this sector. CPIL today manufactures the entire range of commercial, marine, shuttering and decorative plywood. It has also started manufacturing and marketing laminates under the brand name ‘Century Laminates’ and pre-lam particle boards named as ‘Century Prelam’.

     

  • The 20 day tour includes three test matches to be held in the cities of Galle, Colombo and Kandy

    Sony Six bags broadcast rights to India-SL Test tour

    By A Correspondent

     

    Sony Six has acquired the exclusive broadcasting rights to the Sri Lanka vs India test series. The series to be held in Sri Lanka, will take place between August 12, 2015 and September 1, 2015. The 20 day tour includes three test matches to be held in the cities of Galle, Colombo and Kandy and will be shown live and exclusive on Sony Six.

     

    Prasana Krishnan

    Commenting on the acquisition of the series, Prasana Krishnan, Business Head, Sony Six and SONY KIX said‎, “We are delighted to partner Sri Lanka Cricket Board as the official broadcaster of the series. The fixture between the two Asian giants is one of the most sought after and keenly followed contests in cricket and we are proud to be bringing it live to our viewers. And it will be interesting to watch how the Indian squad fares under Virat’s aggressive style of leadership.”

     

    Sidath Wettimuny, Chairman of Sri Lanka Cricket said, “Sony Six has established itself as one of the most exciting sports channels in the industry and we are thrilled to be associated with them for this test series. The channel’s track record in showcasing premier sporting properties further cemented our decision in making them our broadcaster partner in bringing the high-quality sporting action. Through this deal, we believe we will be able to expand and reach out to a wider and newer audience.”

     

  • Manesh Swamy is a digital native who has over 15 years of experience in the digital space

    Hungama Digital elevates Kamal Amesur and Manesh Swamy

    By A Correspondent

     

    Kamal Amesur

    Hungama Digital Services announced the elevation of Kamal Amesur and Manesh Swamy as Executive Creative Director and Creative Director respectively.

     

    “I congratulate Kamal and Manesh on this well- deserved elevation. With Kamal being the ECD and Manesh the Creative Director of HDS we have strengthened the platform of innovative thinking. They will set the bar for the next phase of solutions in the digital domain”, said Carlton D’Silva, CEO & CCO of HDS.

     

    Kamal, previously a Creative Director has been with HDS since 2000. He has been actively involved in creating campaigns for HDS that have won at both national and international award shows. Besides bring in new business for HDS, Kamal works with clients such as ACC Cement, Godrej, HUL, Mahindra, Wipro and Intel.

     

    Manesh Swamy

    Manesh Swamy is a digital native who has over 15 years of experience in the digital space and has created multiple campaigns across multiple mediums including Digital, Activation & Mobile.

     

    Manesh, who has been with HDS since 2004, has worked on various innovative campaigns for many global companies such as Mahindra, Intel, Pepsi, Airtel and Microsoft to name a few.

     

  • The channel will showcase movies never released in the country

    English movies genre hots up with Star Movies Select HD

    By A Correspondent

     

    It’s all a-happenin in the English movie entertainment space. Close on the heels of the launch of Times Network’s MN+, Star India has announced the launch of Star Movies Select HD. The insight for this channel comes from an extensive consumer research that highlights how people yearn for variety and great stories, notes a communiqué. The channel has in its line-up a slew of movies lined up including Gone Girl, Fault in our Stars, The Grand Budapest Hotel, Boyhood, Theory of Everything and Birdman. Some 30 premieres are planned for the year and the channel will be available only in High Definition (HD) and the premieres and the 9 pm movies will not be screened on any other channel.

     

    Kevin Vaz

    Speaking on the occasion, Kevin Vaz, General Manager – English Cluster, Star India said, “We have curated content from the biggest Hollywood studios, created a programming line-up that will need no introduction to our select audience. Movies unreleased in India, award winning premieres and festivals are just some of the initiatives that will enthrall them with the sheer strength of spectacular stories.”

     

  • In the merit list of probable FTII chairpersons, Gajendra Chauhan would struggle to make it to the first million, writes Shailesh Kapoor

    Shailesh Kapoor: FTII Row: The Chauhan School of Delusions

    By Shailesh Kapoor

     

    The student strike at FTII, in protest against some key appointment, in particular that of Gajendra Chauhan as the institute’s chairperson, has found its way to primetime news, after almost a month of cursory headline coverage. It took a YouTube video by Ranbir Kapoor for mainstream media to take up the matter in all earnestness. It may not be a burning issue of national importance, given the killer scam that’s being unearthed in another part of the country, but with an unmistakable political slant, the FTII story should not be restricted to the entertainment sections either.

     

    There aren’t too many layers to the story. It’s like the proverbial open-and-shut case. You have an actor who has played supporting parts or bit roles in about 300 films and 700 serials (I’m sure he means episodes when he says serials), and has no fraternity support worth talking about, no previous academic experience, not even writing or directorial experience. In the merit list of probable FTII chairpersons, he would struggle to make it to the first million. But here he is, a BJP hand, at the helm of the film school, with the blessings of the Government.

     

    Last night, on The Newshour, Gajendra Chauhan decided to make an appearance in person to field questions. He came up with some gems, which only worsened his position:

    1. You are questioning my body of work (which he also called ‘body of stature’). I’ve worked with Salman Khan. (I’m sure that doesn’t win him any support at FTII!)

     

    2. If a film is a hit, it is an A-grade film. (That hit Jungle Love was a silver jubilee was spoken with great pride too as an example)

     

    3. I refuse to answer that question (when repeatedly asked what, according to him, is good cinema)

     

    That he has never attended MAMI or any other International film festival was also admitted candidly, perhaps fearing another GK Test if he said he had. At the end of it all, Anupam Kher had clear advice to give Chauhan, asking him to just step aside with dignity. Just leave it, he said.

     

    Chauhan’s false sense of confidence on the show, as indeed over the last few weeks, is not surprising. The film and TV industry can be a delusional world, we all know. There’s little room for reality check when you have an ecosystem that’s populated with people telling each other how good they are.

     

    One can make some sense of the delusion if the big stars, producers or directors were to display it.But in all my experience, they are the most grounded, at least in relative terms. Perhaps because they have seen the highs and the lows. It’s the bit players who try and hide their insecurities, sometimes mediocrity, by portraying success, almost demanding to be respected at times. It’s an archaic idea that has little foothold in this day and age.

     

    I’ll be surprised if Chauhan can hold on for too long. He has nothing going for him. Stepping down from FTII and taking up a Bigg Boss invitation will be a good idea. But he may tell you that the former is not a pre-condition for the latter anyway!