Category: NEWS

  • Zee pulls Rajesh Iyer from Colors as Biz Head for new channel

    By A Correspondent

     

    Bharat Ranga
    Rajesh Iyer

    Zee Entertainment Enterprises Limited (ZEEL) has announced the appointment of of Rajesh Iyer as Business Head – New Initiatives|Hindi Broadcast. Mr Iyer was until last Friday, Vice-President – Marketing at Colors. He will be responsible for the overall functioning of the new initiatives in Hindi broadcast and will report in to Bharat Ranga, Chief Content & Creative Officer, ZEEL. Although the title says New Initiatives|Hindi boradcast, the grapevine has it that Mr Iyer will head the proposed new Hindi GEC that Zee is planning to launch in the next quarter.

     

    Speaking on his appointment, Mr Ranga said: “Rajesh is a superior talent with marketeering approach and consumer focus. We are delighted to have him on board to create some thrilling benchmarks in our industry.”

     

    Commented Mr Iyer: “I have always admired the Zee Group, who have been pioneers in the satellite and broadcast space. To be a part of this ever-growing dynamic industry is going to be challenging and I further, look forward to developing and strengthening the brand.”

     

    Mr Iyer brings with him over 13 years of rich experience in the areas of marketing and business. Prior to joining Colors, he worked with Star India and also with Ambience Publicis and Ogilvy & Mather.

     

  • Maxus wins media mandate for T20 World Cup 2014

    By A Correspondent

     

    GroupM agency Maxus has bagged the media investment mandate in India for the ICC World Twenty20 Bangladesh 2014. Maxus has previously handled three campaigns in India for the International Cricket Council (ICC), including the ICC Cricket World Cup 2011, ICC World Twenty20 Sri Lanka 2012 and ICC Champions Trophy England & Wales 2013.

     

    Kartik Sharma

    Commenting on the win, Kartik Sharma, Managing Director Maxus, said: “Cricket captures the hearts and minds of our nation, and Maxus is extremely proud and excited to manage the media duties for the ICC World Twenty20 Bangladesh 2014. The T20 format has taken the game to a whole new audience, especially women and kids, and there still lies a huge opportunity to make the game bigger!” – MxMIndia

     

  • HUL, McCann win big at IAA’s Olive Crown Awards for green advertising

    By A Correspondent

     

    The Holi weekend got off to a green start with the International Advertising Association India Chapter’s Olive Crown Awards on Friday, March 14 in Mumbai. The crème de la crème of the Indian advertising business was in attendance for the fourth edition of what is India’s first and only recognition for creative excellence in communicating sustainability.

     

    Mc Cann Erickson was crowned Green Agency of the Year. The agency also bagged the coveted Campaign of the Year for ‘Wake Up, Clean Up’. Dentsu Creative Impact got the Silver in the Campaign of the Year. Hindustan Unilever was awarded the Corporate Social Crusader of the Year as well as the Green Brand of the Year. Mathrubhumi too received the Corporate Social Crusader of the Year while the DDB Mudra group bagged the Silver in the Green Brand of the Year category.

     

    The Green Advertiser of the Year award went to the Bruhat Bengaluru Mahanagara Palike (BBMP), Karnataka State Government. The Green Crusader of the Year was awarded to Maneka Gandhi, Member of Parliament. The chief guest at the event was actor Amitabh Bachchan, who was also accorded the Honorary Membership of the IAA India Chapter.

     

    Srinivasan Swamy

    Said Srinivasan K Swamy, Chairman, R K Swamy BBDO and President, India Chapter and VP-Development Asia Pacific, IAA: “These awards have acquired the hue of a ’cause’ and this is one of the reasons for their universal acceptance.”

     

     

  • TV ad vol grew 12% in 2013, print up 6%

     

    By A Correspondent

     

    Various adspend numbers are already out as has the data come in from FICCI-KPMG.

     

    While there has been a lot of text in various studies, let the hard numbers do the talking. This is courtesy of TAM Media Research whose AdEx India division painstakingly computes data for ad volumes for the television and print sectors, amongst others.

     

    Note: the analysis is based on ad duration in seconds for television and CCMs for print.

     

    So here are the top findings in near-140 characters.

     

    1. The TV Ad Volume grew by 12 percent in 2013 vis-a-vis 10 percent in 2012.

     

    2. In TV ads, the Biscuits and Fairness creams categories are out from the Top 10. Among advertisers on TV: Samsung and Marico out, Bharti Airtel is back and L’oreal is in

     

    3. The Print Ad volume grew 6 percent in 2013 vis-a-vis 9 percent in 2012.

     

    4. In Print ads, the B2C and online shopping category is out. OTC Products range and Cellular Phones and Smartphones are the two new product categories in the Top 10. In the list of advertisers, very interestingly, SBS Biotech the #1 was #9 last year, HUL was #8 last year… it’s #3 now.

     

    5. Last year’s report can be accessed at: http://www.mxmindia.com/2013/02/tam-adex-2012-tv-volumes-up-10-print-up-9/

     

     

     

    Source : TAM AdEx

    Medium : TV & Print

    Period : Jan – Dec 2012 & 2013

    Note: Analysis is based on Ad Volume in Seconds for TV and CCMs for Print

     

  • Nestle urges consumers to ‘share your goodness’

    By a correspondent

     

    Nestlé India has unveiled a couple of emotional campaigns with an aim to connect with the consumers with a simple message – ‘Share your goodness’.

     

    According to a statement issued by the company, the campaign originates from the belief that each one of us has an element of goodness and it comes from the values, beliefs, strengths, ideas, understanding, and capabilities that we have learnt through others. All of us are capable of sharing this goodness. When we share these with others around us, we make their lives richer and our world more harmonious. As the leader in Nutrition, Health, and Wellness, Nestlé understands that food is often the most effective way to share our goodness.

     

    In our culture in India, consuming food goes beyond the pleasure of consumption and nutrition, and is a natural opportunity to share our lives and build healthy relationships with our family and the community. We have all grown up in family environments. We have sat together over meals, shared stories and our experiences, learnt of joy and pain, developed our values and created our dreams. Our lives became richer in those moments of preparing, serving and eating together, and experiencing the Goodness that everyone shared.  Today unfortunately, we are so involved with the routine and stress in our lives that we are forgetting this simple act of sharing our goodness. If we want our world to be harmonious and healthy, and become better, then we need to keep the cycle of goodness moving by continuously sharing our Goodness. Nestlé’s promise is ‘Good Food, Good Life’ and since it also reflects our own traditions and culture in India, our effort is to make everyone refocus on the cycle of goodness.

     

    In this campaign, Nestlé seeks to motivate people to look into their own experiences, share their goodness, recognize the goodness of others, engage with each other, and create conversations that bring alive the values and emotions that spread warmth. In its first phase the campaign has been launched on the digital media with two films that touch upon instinctive human emotions and values, and is also visible on television.

     

    The first film is a story of two siblings and their insecurities, and how they bond with each other while the second film is about the Dabba-walas of Mumbai and how Nestlé India showed its appreciation for these precious people who have delivered hot home-made food to Mumbaikars every-day, and thanked them for their values of dedication, punctuality and commitment. Each of the 5000 Dabbawalas was given a ‘Goodness Box’ filled with our products.

     

    The campaign will be rolled out across media platforms in a sustained manner and will encourage people to share their goodness with others and recognize the goodness that they see. Nestlé India has also activated #ShareYourGoodness on Twitter to help enable conversations and sharing of ideas, experiences and personal stories.

     

  • Vikram Malhotra’s Abundantia Ent gets its act together (and some $$$s)

    By A Correspondent

     

    Abundantia Entertainment Private Limited, the independent motion pictures studio promoted by Vikram Malhotra, has unveiled its business blueprint and confirmed its film slate for 2014 and 2015. The company also announced the arrival of new strategic investors to support its growth and expansion plans.

     

    Founded in August 2013, Abundantia was incepted by Vikram Malhotra who, in his earlier avatar as COO of Viacom18 Motion Pictures, has to his credit some memorable films of the last few years and also has deep relationships with talent in the film and TV business in India.

     

    Combined with a strategic stake acquisition of Crouching Tiger Motion Pictures, promoted by Rajnish Khanuja, the studio announced multiple film deals with production houses led by some of the hottest names in the movies business in India. Top-lining the slate are projects with Neeraj Pandey (A Wednesday, Special 26), Shoojit Sircar (Vicky Donor, Madras Café) and Nikhil Advani(D-Day, Kal Ho Na Ho) as well as up-coming talent like Soumik Sen (Gulaab Gang) and a clutch of first-time directors. The slate of 11 films across the first two years carries a combined value of approx Rs 250 crore and will see these leading directors not only make their own films but also creatively produce work in their respective production houses. At various stages of production, the slate will witness releases starting as early as mid-2014.

     

    In line with its vision and growth drive, Abundantia also announced the arrival of new strategic investors in the form of RW Media (RWM) – a company with significant interest in the Indian media and luxury space. RWM along with a Singapore-based investment fund have acquired a strategic significant minority stake in Abundantia, which will continue to be held in majority, and independently managed, by Mr Malhotra.

     

    Sharing more about the company’s plans and announcing the new investors, Mr Malhotra, who is Managing Director and CEO of Abundantia Entertainment said, “Our aim is to build a robust business on the back of strategic partnerships on the creative and distribution fronts with like-minded individuals and organizations. Now, and with an eye on the future, we are delighted to get on-board RW Media and its partners.”

     

    Speaking on the investment and RWM’s perspective on the business, Reena Wadhwa, Chairperson – RW Media, said: “RW Media is a firm believer in the growth story of India’s entertainment, lifestyle and luxury verticals. In Abundantia Entertainment, we see a company that has a global vision, progressive mindset and an unflinching focus on quality.”

     

    Ashok Wadhwa of the Ambit Group, who was instrumental in forging this relationship, added, “Globally, the media and entertainment business is witnessing a transformation. In India this industry is set to double over the next five years. I see a clear inflection point and organizations that can raise their game are poised to unlock and deliver significant value. In Abundantia and Vikram there exists a premier organization and credible leadership that has the capability to rise to the top.”

     

  • HDS unveils #TheBigShot campaign for Bing

    By a correspondent

     

    Hungama Digital Services has created a unique and one-of-its kind photography led social media campaign for Bing, one of the leading search engines by Microsoft.

     

    Bing’s homepage displays images across genres that people like to engage with; keeping this as the driving thought, HDS designed Bing’s #TheBigShot campaign that aims to bring together budding photographers to share their images with Bing and MSN to become part of Bing’s homepage imagery. The six week contest kick-started on 10th March, 2014. Weekly themes will be unveiled by the Jury, thus inviting entries for submission in each of the categories.

     

    “We are very pleased to partner with Hungama Digital Services for this initiative. The Bing search engine is steadily gaining momentum and its visual richness is one of its top features. We are therefore excited about reaching out to top photographers across the country with our joint campaign”, said Vinay Kumar, APAC Head, Bing Partnerships.

     

    A celebrated jury comprising leading photographers of India such as Hari Menon, Rathika Ramaswamy, Venky of Photriya Photography and Dr. Ceaser Sengupta will not only be screening the entries, they will also aid amateur photographers with tips and tutorials to hone their photographic skills. The jury will declare a weekly winner in each of the categories, who will have their image featured on the Bing homepage for a day. Bing will also enlarge the image to poster size and send it across to them. Besides being featured in the downloadable wallpaper pack of the Microsoft website, the winning entries will be featured prominently on Bing and MSN India Facebook pages.

     

    “Images can have a very deep and lasting impact. Bing is a pioneer in this space with the beautiful imagery that goes on every day on the search engine. It makes for a beautiful experience! So we thought, why not involve our fans and ask them to contribute? Through #TheBigShot campaign, we want to nurture budding photographers and provide them with a platform to showcase their work, making it a one of its kind social media campaign”, said Kunal Arora, Head Digital Services, Hungama Digital Services.

     

    Bing’s #TheBigShot campaign is for everyone who is interested in photography including amateur photographers. In order to participate in the contest, fans have to follow Bing India’s official Facebook page and submit their images for various themes suggested by Bing India over a span of six weeks.

     

  • Affle launches ad2campaign

    By a correspondent

     

    Affle’s ad2c business has been redefined and launched as ad2campaign. ad2campaign is the data centric mobile marketing platform for brands and agencies with mobile attribution intelligence and programmatic procurement that allows for unified ad delivery and analytics experience. This aligns ad2campaign with Affle’s data and audience centric mobile marketing platform strategy and the evolving industry dynamics of mobile marketing.

     

    Anuj Khanna Sohum, Founder and Chairman, Affle Group, said, “ad2campaign is a significant paradigm in the field of mobile marketing. This unique platform provides brands and agencies a higher degree of campaign control, optimization and audience profiling, thereby, boosting up impact and ROI. In an increasingly complicated environment for mobile marketing, ad2campaign provides a one stop platform solution to help brands procure media efficiently, deliver campaigns at scale and all of which is powered by smart and actionable analytics. The brand, marketing position and business model of ad2campaign is now perfectly aligned with Affle’s core strategy of providing highly integrated data centric mobile marketing technology platforms as a service.”

     

    Madan Sanglikar, Co-founder and Managing Director, ad2campaign, said, “Considering the lack of any standard measurement metrics; audience profiling and performance become the key parameters in evaluating effective media investments. This rebranding is an assertion of our focus on technology in order to provide end-to-end, seamless campaign management solutions to brands and agencies that can help them to reach out to their target audience in a more effective, efficient manner.”

     

    The ad2campaign platform has been used by hundreds of brands across India and Asia, including Samsung, Yahoo!, Mondelez, adidas, Max Bupa, Aircel, airtel, XL Axiata, Indosat Amazon, OnMobile, Redbus, TrueCaller etc. to drive, measure, quantify, analyze and improve efficiency of their respective campaigns on the mobile medium.

     

  • IAMAI pledges support to EC directives for election

    By a correspondent

     

    Following a meeting with representatives from social networking websites in November 2013, the Election Commission has sent a communication to concerned players to enact the Code of Conduct during elections.

     

    The internet industry and IAMAI has been very appreciative of the EC’s efforts to broaden Indian democracy and conducting efficient free and fair elections through innovative use of internet and IAMAI would continue to support the EC it its endeavor.

     

    Some of the guidelines that have been issues by EC to political parties include

    – No political advertisement shall be accepted and displayed on the internet and internet based media without pre-certification.

    – Internet sites shall inform the Commission regarding the expenditure incurred by political parties / candidates on political advertisements, when requested for.

    – Internet based media will do active scrutiny to ensure that content displayed by them during the electoral process is not unlawful or malicious or violative of the Model Code of Conduct.

    – In case of any unlawful content coming to the notice of the election machinery and brought to the attention of internet based media, the same would be removed forthwith.

     

  • Zee-Sony-Zee & now Sony again. Ajay Bhalwankar is back at Zee, er, Sony, to be Chief Creative Dir, SET

    By A Correspondent

     

    If you thought Zee-Sony-Zee-Sony was part of the lyrics of a new Yo Yo Honey Singh chartbuster, pause for a minute. It’s the story of our own Ajay Bhalwankar. Mr Bhalwankar, who had quit Zee recently, will be joining Sony Entertainment Television (SET) as Chief Creative Director. He is expected to join on April 7 and will report to Nachiket Pantvaidya, Senior Executive Vice-President & Business Head of MSM’s flagship channel. In this role, Mr AB will provide creative leadership and direction for the channel. He will lead the Programming and OAP teams.

     

    With over two decades of experience first in journalism and then at Zee for a long period (1994-2009), for a bit with Sony (SET, 2009-2011) and then again with Zee as Content Head-Hindi GECs.

     

    Announcing the appointment, Senior EVP and Business Head, SET, Nachiket Pantvaidya said, “Ajay is an extremely experienced individual with a rich experience of over 20 years in Journalism and Television, spanning various roles of creating, writing, programming, producing and directing entertainment content. Under Ajay’s leadership I am confident that we will make the right strides towards our vision of best in class content for SET.”

     

    Said Mr Bhalwankar: “I’m delighted to join SET again and hope to provide valuable programming inputs across content on the channel. It is an extremely challenging role and I am looking forward to this exciting journey.”

     

  • Is WPP close to a full buy of Rediff?

     

    By Pritha Mitra Dasgupta

     

    MUMBAI: WPP may acquire the 60% stake held by Arun Nanda and Ajit Balakrishnan in Rediffusion Y&R India, said two persons with direct knowledge of the development, adding that both sides are in negotiations over a possible deal.

     

    The London-based advertising and marketing communications company, which already owns 26.67% of the Indian agency, has been trying to buy out Messrs Nanda and Balakrishnan since 2002. When contacted, WPP CEO Martin Sorrell said queries about a stake purchase were speculative and therefore “there are no answers”.

     

     

    Win-win for both, say industry observers

     

    By A Correspondent

     

    Sir Martin Sorrell is not known to lose battles with easily. So, even though he nearly tired of all attempts to buy the equity of original founders and promoters Arun Nanda and Ajit Balakrishnan, he got back at them by moving two prized clients to other entities in his empire.

     

    The saga starts in 2000 when Y&R, 20 per cent co-owner of Rediffusion (along with Dentsu) from 1994, was acquired by WPP. Starting 2002, when Mr Nanda was inducted into a larger Y&R leadership council, attempts were being made to woo him and get him to part the balance 60 per cent.

     

    With time, Dentsu became a passive partner, albeit a partner with 13.33% stake. The Japanese giant’s interest in a jv with Sandeep Goyal and later on its own, didn’t deter the Rediffusion interest from staying on, even as the D from Rediffusion DY&R was dropped.

     

    However, when Sir Sorrell realised that Mr Nanda wasn’t going to give in easily, he gave his Indian partner the shock treatment. Prized accounts of Colgate Palmolive and Airtel moved to other WPP entities a few years back.

     

    The loss of accounts coincided with a crisis in creative and business leadership in the agency has been an issue for Rediffusion. Despite a wealth of talent having worked with the flagship agency, it’s Everest,  under the baton of ex-JWT Dhunji Wadia, which has taken rapid strides.

     

    Rediff-watchers believe a complete buy-out will be a win-win for all stakeholders and energies being spent for the right reasons.

     

    Although the article alongside quotes an amount of Rs 150-200 crore for the stake sale, a few others with some knowledge of the development say it will be less than Rs 100 crore.

     

    Guess we’ll need to wait for things to happen.

     

    Arun Nanda, CMD, Rediffusion Y&R, said talks between the two companies were an ongoing process. “There has been no sale of any shares to WPP, nor any agreement to sell concluded,” he said. However, a WPP insider said David Sable, global CEO of Y&R, and Matthew Godfrey, president, Y&R Asia, helped Mr Sorrell take talks forward during their recent visit to India.

     

    ‘Around Rs 150-200 crore for stake’

    WPP is on the verge of closing the deal, this person said. Nanda refuted speculation regarding his agency’s financial performance.

     

    “We are a profitable agency, in the top 10, with good clients and strong brands. We have been profitable year on year, every single year since 1973!” he said. “We have clients in our portfolio who have been with us for 37+ years and we are not dependent on any one client.”

     

    Mr Nanda’s comment was in response to some observers saying that the agency had lost some of its sheen. Based on this, one WPP executive said the price for the additional 60% stake may be about Rs 150-200 crore. This writer wasn’t able to independently verify this valuation.

     

    Dentsu, which owns 13.33% of the Indian agency, said it wasn’t aware of any likely deal. “We haven’t received any official intimation on this,” said Rohit Ohri, executive chairman, Dentsu India Group.

     

    Nanda also dismissed talk regarding a possible Tata group corporate pitch.

     

    “The Tata group has recently asked a few global agencies (based abroad) for a presentation for their brand work outside India,” Mr Nanda said. “This assignment has nothing to do with the Indian market. Rediffusion is not involved in this pitch.”

     

    Rediffusion Y&R India fully owns ad agency Everest Brand Solutions and allied businesses such as VML Qais, a digital agency, and Brand Asset Valuation. If the deal goes through, Mr Sorrell may not consolidate the businesses as he has always encouraged separate, competing brands under the WPP umbrella. However, there could be a name change to reflect any new ownership.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The Khushwant Singh pre-obituary by Dhiren Bhagat

    Khushwant Singh once said that he didn’t agree with the idea that one had to be nice to the dead in obituaries. If the man was nasty, I would write it in the obituary, he told Karan Thapar in a BBC interview in 1999. The caustic comments by Singh in an obituary on Congress leader Rajni Patel drew widespread criticism from friends and journalists in the early 1980s. It was perhaps that obit and Singh’s strong defence that got Dhiren Bhagat, then a controversial and popular journalist, to pen this ‘pre-obituary’ on Khushwant Singh in the Vinod Mehta-editor Sunday Observer issue dated February 13, 1983. Read on…

     

    I was saddened to read that Khushwant Singh passed away in his sleep last week. What a quiet end for so loud a man. How the gods mock the mocking.

     

    Contradictions surrounded Khushwant at every stage of his life. He strove to give the impression that he was a drunken slob yet he was one of the most hard-working and punctual men I knew. He professed agnosticism and yet enjoyed kirtan as only few can and do. He was known nationally as a celebrated lecher but for the past thirty years at least it was a hot-water-bottle that warmed his bed. He devoted his last years in the service of a woman who decisively spurned him in the end. He made a profession of living off his friends’ important names and yet worked single-handedly to diminish that very importance. Empty vessels make the most noise but Khushwant was always full of the Scotch he had cadged off others.

     

    He was a much misunderstood man. So before the limp eulogies start pouring in (how Khushwant would have hated them!) let me set the record straight. As Khushwant once said, the obituary is the best place to tell the truth for dead men file no libel suits. (An agnostic to the end he didn’t believe in the Resurrection.)

     

    Khushwant was born in 1915 in a rich but not particularly educated home. They were Khuranas from Sargodha who made good in Delhi.  His father, Sir Sobha Singh, was the contractor who built the city of New Delhi and who in consequence received a knighthood. In ’47 it used to be said (somewhat inaccurately it must be admitted) that ninety-nine per cent of New Delhi was owned by the Government and one per cent by Sir Sobha Singh.

     

    After his initial education Khushwant was sent to England to appear for the ICS. He didn’t make it. Later he would tell a story of how he had made it to the Merit List but how that year there was a reserved place for a non-Jat from Phulkian state (later PEPSU) and how some- one with less marks than him filled that place. But Khushwant was always a great raconteur so it is difficult to know what to believe.

     

    Once bitten, twice shy. Khushwant didn’t try for the ICS again but instead enrolled himself at the London School of Economics from where in the course of things he acquired a BA. The examiners decided to place him in the Third Class. After his degree Khushwant read for the Bar where he was equally successful. (His brother Daljit, now a businessman, was always the better scholar of the two.)

     

    When Khushwant came back after six years in England a family friend asked his father: ‘Kaka valaiton kee kar ke aayaa hai?  (What has the boy done in England?) Sir Sobha Singh replied ‘Time pass kar ke aaya hai jee.’ (He has been marking time.) It is unlikely the canny con- tractor was joking.

     

    After the Partition Khushwant joined the Indian Foreign Service and this phase of his career took him to London, Ottawa and Paris. In this period he began publishing short stories on rustic themes. In ’55 he shot to fame when a novel of his won a large cash award set by an American publishing house in order to attract manuscripts. It was a mediocre Partition quickie called Mano Majra (later published as Train to Pakistan).

     

    Years passed. Khushwant kept writing books, on the Jupji, on the Sikhs, on India, stories, translations: many of them provocatively titled and indicative of his deepest desires, “I Shall Rape the Nightingale”, “I Take This Woman” etc. Some of these attempts were successful.

     

    But success and cosmopolitan living did not spoil the earthiness of the robust Jat. He continued to down his Scotch with a ferocity that made his hosts nervous. He continued to tell stories that revealed his deep obsession with the anal. He had a theory that all anger was a result of an upset stomach and instructed his son to ask his mother if her stomach walls troubling her whenever she scolded him. In his more smug moments he attributed his own iconoclastic calm to the severe constipation from which he had suffered since childhood.

     

    In 1969 Khushwant took over the Illustrated Weekly and embarked on the most controversial phase of his career. On the editor’s page Mario drew a bulb and Khushwant sat in it, along with his Scotch and dirty pictures. Sitting in that cross-legged position Khushwant took the ailing magazine from success to success, all along illuminating millions of readers on the more outre aspects of the world’s brothels. Once in a while he tore into a friend’s reputation. So great was our prurience that he became a household name in a short while.

     

    Fame he had, honour he sought. In the early seventies an eminent Muslim journalist friend of Khushwant’s approached Rajni Patel. Could Rajnibhai fix Khushwant with a Padma Bhushan? If the honour didn’t come his way soon Sardarji would have a heart attack. Patel flew to Delhi twice and fixed it. Later Khushwant showed his gratitude in strange ways.

     

    Then came the Emergency. Khushwant’s friends and admirers were very troubled by his stand: Mrs Gandhi was Durga incarnate, Sanjay the New Messiah and the highways of the land were clogged with smoothly running Marutis. Many explanations have been offered for his position but I believe I am the only person to know the right one. (Khushwant in an unguarded whisky-sodden moment once opened up to me and told all.) And since it is only in obituaries that it is proper to disclose the little-known details of a man’s personal life I shall come out with it now.

     

    Impotence had claimed Khushwant back in the fifties. At first he had been sorely troubled by this condition (most Jats are) and had tried sev- eral remedies, mostly indigenous. This accounted for his immense knowledge of jaree-bootees and his disillusionment with quacks. When he had finally given up all hope of lighting the wick he had turned to other pleasures with a vengeance. (Exposing his friends’ affairs was a favourite pleasure: it was envy compounded with righteousness.)

     

    It must be remembered that Khushwant’s lechery was of the mildest order: he as a voyeur, he could do nothing. Scotch was a palliative, but in the end even that failed to make up the loss.  It was Sanjay’s power that finally did the trick. So great was the vicarious pleasure the ageing Sardar felt that it went to his head. And after Sanjay’s death Khushwant lost his vitality, his vigour. He grew listless.

     

    And then the quiet end. A lively man all in all. Even as I write this I am sure Khushwant is busy looking up the angels’ skirts. And since angels are constitutionally condemned to celibacy that should suit Khushwant fine.

     

    Courtesy:  This has been reproduced on OutlookIndia.com at http://www.outlookindia.com/article.aspx?289872