MxMIndia

Tag: anil thakraney

  • A choc brand needs some of the crazy stuff to smash the clutter. Therefore there's no question of logically analysing this one, writes Anil Thakraney

    Debrief: Perk Double: Mobile wedding

    By Anil Thakraney

     

    Surprising solution from Perk Double, and it’s fun too. They’ve taken that often used filmi line, ‘Bhaag kar shaadi karte hain’ literally, resulting in lots of masti and madness.

     

    The brand promise is full-on energy. A young couple is not sure their folks would agree to the marriage, and so they decide to run away. But instead of fleeing to a desolate temple on a hilly terrain (as it happens in them movies), the two get married jogging on the highway. With all the shor sharaba and the rituals of a traditional shaadi, provided by fellow travellers. All because the couple gobbled down Perk Double, and is loaded with the energy for a marriage on the run.

     

    Well, it’s crazy stuff, but a choc brand needs some of it to smash the clutter. Therefore there’s no question of logically analysing this one, you just sit back and enjoy. One thing’s for sure: Young viewers, the target market for Perk, will have a blast with this one. I’ll only add my own little concern: After all that road running, the couple’s suhaag raat ain’t gonna happen, not even if they devour a whole carton of Perk Double. A Viagra equivalent can consider a sequel to this ad.

     

    Rating: (On a scale of 1-5): 3.5 Wacko ad, right for this category

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • The actress dashes off an open letter to the media for carrying her bikini-clad pictures and Anil Thakraney responds to her as only he can

    Anil Thakraney: An open letter to Katrina Kaif

    By Anil Thakraney

     

    Katrinaji is quite pissed off these days. No, not because Salman Khan pooped another one of her parties, but because a filmy mag carried pictures of her in a bikini, as she holidayed with boyfriend Ranbir in Ibiza. The actress has shot off an open letter to the media, and it’s printed below. Within the letter, in brackets, is my open letter to Ms Kaif.

     

    I am writing this to say that I feel most upset, distressed and invaded at my pictures published in a film magazine and which were carried by other media. (Er, Kats, you should feel thrilled. You look hot, happening and desirable in the bikini, the only thing the pictures do is sex up your already sexy image. Enjoy them, in fact, thank the photographer and the magazine. Careers of female stars in Bollywood are short-lived, so make the most while the Ibiza sun shines on your sexy bod.)

     

    The pictures were taken while I was on holiday by someone who, in an act of cowardice, has shot without permission and then used the pictures for commercial gain. (Er, Kats, the photographer would be a fool AND a coward if he failed to click. Had he been working for me, I would have sacked him without notice. The chap’s done a super job and deserves a huge pat on the back. Permission? Would you and lover boy Kapoor have granted your happy consent? Confession: I would have shot even more ‘revealing’ pictures.)

     

    There is a breed of journalism that preys on celebrities in the worst possible manner crossing all lines of privacy and decency. Running these pictures shows support for this school of journalism. (Er, Kats, the breed of journalism that raises my blood pressure is the one that prints/broadcasts puff pieces on you and your films. And that, sadly, is happening in plenty. As for privacy, the pictures were shot in a public place, so you guys asked for it. Instead of canoodling with RK on a beach, you should have chosen one of the unused studio rooms inside RK Studios in Chembur. Lots of privacy there.)

     

    I request that all media running these pictures please refrain from doing so. I have a wonderful relationship with the media and have been accessible to the media at all times. There is no reason for this furtive and invasive behaviour. (Er, Kats, you make yourself ‘accessible’ to the media only when a movie release is coming up, otherwise the poor reporters have to run around in circles to get that piddly sound byte. And yes, if you have chosen to be a movie star, furtive and invasive journalism becomes par for course. Don’t like it? You can return to your quiet life back in London. As a bonus, Sallubhai won’t be able to poop your party there, poor guy can’t get himself a UK visa.)

     

    PS: Hehehe. So this is how creative agencies actually function. Must-read for all clients before they sign up one.

     

    Link: http://www.mcsweeneys.net/articles/we-are-a-creative-agency-specializing-in-all-your-branding-needs

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • Here was a chance for De to stand up for the right thing, to be a leader for change, a feisty leader we badly need. But she got cold feet and ducked out, writes Anil Thakraney

    Anil Thakraney: Lucky De

    By Anil Thakraney

     

    Fifteen years ago, I was a huge fan of Shobhaa De (hope that’s the spelling she uses these days), in fact, she used to write for the magazine I edited. That’s because De was both, brutally honest and relevant in her columns. Along the way, she misplaced her mojo for unknown reasons, her writing lost the punch, De started openly pandering to the rich and famous, and the only place she has been making a mark is at the Page 3 parties. I lost all interest in her.

     

    Well, she’s hit the headlines again and boy, De must be lurving it. Suddenly, politicians of Maharashtra have joined forces to get after her, even the CM (no less!) has found it necessary to react to her tweet. A tweet, which our busy lady might have written more out of boredom than a desire for change, a tweet which is not even a fresh thought, Mumbai as a separate territory is an idea that’s been floating around for decades. But De got lucky, her tweet got picked up. And the Maha netas would want to get involved with emotive stuff like this because most of them are incapable of doing any real work for the city and the state. Guess Ms De will soon throw a big party to celebrate her return to relevance.

     

    Speaking for myself, I felt happy that the writer had found the long lost attitude, but that feeling was quickly demolished when I watched the lady defend her tweet on television. Ma’am has chickened out, you see. De claims she stands by the thought, but then throws in defeated words like ‘satire’, ‘I didn’t mean it’, etc. What a shame! She ought to have walked the talk, and demanded that Mumbai must get separate statehood. That’s what many Mumbaikars would want because everyone knows that the Maharashtra netas have collectively milked Mumbai of its cash but have done nothing in return for the once great city. Here was a chance for De to stand up for the right thing, to be a leader for change, a feisty leader we badly need. But she got cold feet and ducked out. Nope, the mojo isn’t back, but the phokat publicity is. Good for the lady, she can get cracking on her next salacious book. And the next happening party. Cheers!

     

    PS: Giffgaff is a UK mobile phone operator. They are different, and they don’t want consumers to shy away because they are different. And to make that point, the funky advertiser has used zombies in the commercial. It’s a novel idea but risky too, I found the ad quite scary!

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • The differential factor can goes for a toss when when you extend the brand personality. The Vibe should have come with its own attitude, writes Anil Thakraney

    Debrief: Verito Vibe: Where’s the Vibe?

    By Anil Thakraney

     

    In principle, I like what Mahindra Verito does in the advertising: Focus on the owner rather than the car itself, highlight the personality of the owner and thus build the brand’s image. In Verito’s case, it’s for the man who’s matured and wise. But as they extend this personality to a new product, things get complicated, and I will come to that shortly.

     

    The sedan Verito now has a hatchback sibling called Verito Vibe (though the carmaker chooses to call it a ‘compact sedan’), and the brand personality continues. So our wise lad does not jump signals, races with a scooter but deliberately allows the latter to ‘win’, etc, and of course, there’s a hot chick on standby to show appreciation. (Yes, whatever we men do is pointless unless a member of the fairer sex is impressed, or so our advertisers believe.)

     

    I have to say after a few exposures on television I assumed this is a new ad for Verito. The ‘Vibe’ part completely eluded me. It’s only after I took the ad up for review that I discovered this is a variant. Something for Mahindras to chew on, this is what happens when you simply extend the brand personality, the differential factor goes for a toss. My view: The Vibe should have come with its own attitude.

     

    Another thing: Our chap, who has a heart of gold, lets the scooty win because a child is riding pillion. This is very similar to the Salman Khan chaddi/baniyan ad currently on air, where the hunk allows the rival to win an arm-wrestling bout only because he (the rival) is accompanied by a handicapped child. Don’t think Verito Vibe’s brand manager would want us to equate his car with underwear.

     

    Rating: (On a scale of 1-5): 1. Personality extension confuses, branding gets hit.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • As long as the money tree grows, 'culture and value' differences get sorted in double quick time, writes Anil Thakraney

    Anil Thakraney: Omnicom/Publicis merger: Nothing will change

    By Anil Thakraney

     

    I have been reading articles/posts in the trade press on ‘the ad world’s biggest merger’, and I find them half-amusing. Reporters/columnists have been scurrying around trying to find an interesting angle, and industry chiefs have been belting out the usual clichés.

     

    Well, here’s the thing: Life will go on as usual. The conflict of interest theory is bollocks, as has been proved by previous mergers, clients will continue to get serviced by their existing agencies. If advertisers sack their agencies, it’s mainly to do with the substandard work they might be doing (especially in the digital space where many traditional agencies continue to struggle), and not because of international shareholding changes.

     

    And no, there shan’t be any mass layoffs either, that’s not the reason advertising networks merge. In fact, both, Omnicom and Publicis leaders, would want as less disturbance as possible, they would desire status quo on all levels, so that clients don’t feel edgy and employees don’t feel insecure. In other words, as an employee, whether you are based in Kuala Lumpur or Chicago or Mumbai or Paris, your life will go on as always.

     

    Some people have alluded to the likely ‘clash of culture and values’ between an American and a French organization, and I say that’s nonsense. Politicians of the two nations may have an ideological conflict over the Iraq war but businessmen know only one currency, and that’s cash. As long as the money tree grows, ‘culture and value’ differences get sorted in double quick time.

     

    Reportedly, Sir Martin Sorrell has stated that the deal is bad for Omnicom’s shareholders. Well, it would be out of character for Sorrell to be a cheerleader for the merger, but yes, that’s the only real impact: It’s the shareholders of the two networks who need to study the fine print, it’s only their lives that get hugely impacted.

     

    So then why merge at all? For just one reason: To improve media buying efficiencies. Think about it as two families, who otherwise stay separately, joining hands to shop at the local fish market. They would get a better price for machhi, and having achieved that, the families return home to their routine lives, and cook the fish the way each likes it. Which is why nothing changes.

     

    However, there’s one problem with the deal: The big bosses of Omnicom and Publicis will run the show together, as equal partners, there’s no one single leader. This structure seldom works, there can never be two swords in one sheath. I guess in their hurry to raise the toast, Maurice Levy and John Wren forgot this age old maxim.

     

    PS: Haha, and I thought only Arnab babu does sensational television interviews like these. Clearly, there are Arnab clones all over the world media. This is the classic case of pakaoing the guest for the sake of pakaoing. Enjoy!

     

    Link: http://www.buzzfeed.com/andrewkaczynski/is-this-the-most-embarrassing-interview-fox-news-has-ever-do

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • The commercial is single-minded and it doesn't bore you on repeat exposure as the focus stays on the problem for most of the duration, writes Anil Thakraney

    Debrief: Toyota U Trust: 100% empathy

    By Anil Thakraney

     

    Cool ad from Toyota for their used cars, and it’s mighty effective too. Because it strikes at the heart of the used car buyer’s fear: that he/she will end up with a third rate gaadi, which is often the case. You gotta be terribly lucky to get hold of a decent car in the second’s market, I can tell you that from my own research which I conducted along with a mechanic.

     

    Most of all, the TVC is highly entertaining. Our dude majestically walks out of his home in the direction of his car, looking pretty full of himself. Residents from the housing colony start disappearing as soon as they sight him, we soon find out why. The poor chap’s car won’t budge, and he badly needs a push. This evokes high empathy as many of us have been in this situation at some point or another. And naturally, the ad ends with the Toyota assurance.

     

    Good work. The commercial is single-minded and it doesn’t bore you on repeat exposure. The focus stays on the problem for most of the duration, and I am fine with that. They don’t need to harp too much on the solution in this case because it’s Toyota you are talking about, so the trust factor is already taken care of. Smart of Toyota not to insist on ‘better branding’, that would have killed the ad.

     

    Yes, I am certainly checking out Toyota’s used car shop the next time I need someone to (reluctantly) push my car.

     

    Rating: (On a scale of 1-5): 4. Funny and very effective.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • The entire media effort should be on exposing, and naming and shaming the individuals and groups responsible for this mess of potholes, writes Anil Thakraney

    Anil Thakraney: Brouhaha over potholes is silly

    By Anil Thakraney

     

    Every monsoon, newspapers go crazy over the issue of potholes, and then the news channels dutifully pick it up. Campaigns get launched, protests happen, municipal officers get interviewed, angry reader letters get printed and then… it’s back to the new year, a new monsoon and new potholes. It’s been no different this year, many newspapers in the metro towns have been raging over these lunar craters.

     

    Complete waste of time, money and most importantly, precious newsprint. What is the point in crying about potholes year after year when nothing changes on the road? And nothing will change because potholes, and we all know this damn well, are babies of corruption. Of course, our engineers know how to build good roads (after all, there are no potholes on roads where the so-called VIPs usually travel), so clearly there is a lot of money being made by a lot of people through the dirty holes. Which is why the media must go after the disease, not the symptom. To give you an example, is attacking boils on the body the method to treating chicken pox?

     

    The entire media effort should be on exposing, and naming and shaming the individuals and groups responsible for this mess. This would mean carrying out investigative stories and sting operations, going after municipal corporators and engineers who’ve earned monies way beyond their known sources of income, publishing large pictures of the culprits, in short, putting the fear of god in the system. And it’s only fear which will result in better roads, because it will help to control corruption. In fact, the word ‘Rain’ should put dread, not romance, into the hearts of the road maintenance authorities, because they will know the media will get cracking.

     

    So then why aren’t the newspapers doing the obvious? Because publishing pictures of potholes with angry captions alongside is easier and cheaper. Well, guys and gals, you know what, I call this lazy journalism. There are people dying on our roads because of the bloody potholes, they aren’t just an irritation anymore. Surely we can do better than screaming and whining.

     

    PS: The Japs have found a brand new medium for advertising. No, it has nothing to do with the digital space, they have gone for flesh and blood. Women in Tokyo now carry ads on their thighs. Superb idea, I say! This is one ‘spot’ that can’t be missed, it promises captive audiences. Welcome to thigh land. Hope desi advertisers are taking note.

     

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • What happened to the girls was outrageous. It not only assassinated their right to free speech, the action taken by the cops was completely unjust, writes Anil Thakraney

    Anil Thakraney: Palghar FB case: Cops need to be punished

    By Anil Thakraney

     

    The Bombay HC has slammed the Maharashtra government for not punishing the cops who arrested the two young girls for their Facebook post in the aftermath of Bal Thackeray’s death. In my post at the time, I pointed out that today’s kids need political education from their parents, as the 24X7 virtually connected young urban India is often disconnected from what happens in the real world. So that the bachchas think before they post. And yet, it must be said what happened to the girls was outrageous. It not only assassinated their right to free speech, the action taken by the cops was completely unjust.

     

    And the incident had far reaching implications; it sent alarm bells ringing across the social media, there was a great deal of panic, and I believe many people are still quite wary about what they post. Of course, as I said, people need to look before they leap, but they can’t be fearful all the time, that takes away their fundamental right to expression. Which is why the erring cops ought to have been prosecuted, and not just suspended. This would have ensured policemen think many times before harassing ordinary citizens. Now that the Bombay HC has echoed the same thought, I think it’s time to start an FB campaign to make this happen. We need our virtual space to be vibrant, not spooky.

     

    Also, what I found most galling is that on the news channels (the mass media!), politicians regularly insult and defame each other and their rival parties during the heated debates. But absolutely no action gets taken against them. Why? Well, the answer is obvious. Interpretation of the law is different for the aam aadmi and for the rich and powerful. Which means one can slander anyone on TV and nothing will happen, but an innocuous post on FB can send you to jail. Wow!

     

    I am hoping that my fiery pals on social media will not let this issue die down. If we keep quiet today, they will come for us tomorrow. We have to ensure the concerned cops are made to pay for their act so that we don’t see a repeat of such unfair incidents in the future.

     

    PS: Ever wondered why we don’t get to see such tempting chalkboards outside restaurants and bars in India? Well, guess the proprietors are worried that taporis passing by will use them to play football, or that some kleptos or beggars will walk away with the ‘booty’. Anyway, here’s a listing of the most creative pub chalkboards from the UK. Good fun.

     

    Link: http://www.thepoke.co.uk/2013/05/06/50-brilliant-pub-chalkboards/

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • Instead of creating new situations with the 'youth' shouldn't Bajaj Electricals have built on the memorable ad where an old man attempts to steal from the fridge in the dark of the night, writes Anil Thakraney

    Debrief: Bajaj Electricals: Elephant in the room

    By Anil Thakraney

     

    Bajaj Electricals has completed 75 years of existence, and they have released a TV commercial to commemorate that. Themed ‘Shine On’, the creative strategy, at first glance, seems to be on the right track; instead of featuring the product range as the hero, they have concentrated on the application of each product and its direct interface with the consumer. Also, the treatment isn’t serious, they have tried to bring in humour, so all that’s fine.

     

    However, what caught my attention is the last shot, that of an old man attempting to steal from the fridge in the dark of the night, as he’s caught by his missus with the help of the Bajaj bulb. Yes, it’s the same classic shot from the ancient Bajaj Electricals ad, and it immediately brings back childhood memories for many of us. In other words, a fantastic property for the brand. This got me thinking: Instead of creating new situations with the ‘youth’, which is the obvious approach, shouldn’t Bajaj Electricals have built on the memorable ad?

     

    This is what I would have done: With lookalikes of the thieving uncle and his alert wife, I would have created many ads, each for a specific Bajaj product. This would have been done like a soap opera with only these two characters, as they goof off while trying to outwit one another in different situations. Over time, the couple becomes a long term property for the brand, and because they are such likeable folks, people would build a bond with them. Also, don’t miss the jingle in the old ad (I am linking that commercial too), notice how cool it was, we still recall it after all these years. And then compare it with the ‘contemporary’ nonsense they have now put out.

     

    Thing is, if you have such a strong property in your portfolio, why not go all out and milk it? Why create new stuff which is anyway ordinary and done-to-death? Sometimes the gem lies in our own backyard, but we fail to notice it. Perhaps a Bajaj bulb can help find it? 🙂

     

     

    New ad
    Old ad

    Rating: (On a scale of 1-5): 2. Okay ad, but opportunity missed.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • The pressure must go on till we see real change, not just when it comes to the food-safety of kids in Chhapra, but all over India, writes Anil Thakraney

    Anil Thakraney: Is the urban bias finally disappearing?

    By Anil Thakraney

     

    Nitish Kumar must have been quite shocked. Not just because of the death of many children, whose only fault was to consume a free meal, but because of the kickass reaction from the media. Must say even I am pleasantly surprised. The story was covered extensively, and some channels/newspapers are still at it. That the tragedy happened in a rural area of Bihar, to rural kids, did not dampen the enthusiasm. It’s great to see this, because the desi media is usually obsessed with stuff that happens to the middle class Indians living in urban areas.

     

    Imagine if a similar incident had happened at SoBo’s Campion School or at Dehradun’s Doon School. What if twenty three kids had died after eating crap from the cafeteria? Yessir, shit would have hit the ceiling mighty hard. The media’s affinity for the urban areas is understandable to an extent. For one, journalists feel a sense of identification with the middle class, because these are ‘people like us’. Additionally, editors are often compelled to think urban, because that’s what interests the advertisers. A Pepsi or a Coke will quite obviously want coverage of Mumbai and Delhi rather than Chhapra and Vellore.

     

    As a result, stories of ‘unwashed’ rural Indians often get ignored. We have to ask ourselves this question: The sensational Delhi gangrape and murder on a moving bus… what if it had happened in Harihar or Gorakhpur? Would the media backlash have been equally strong? I suspect not. Clearly, this bias is not good for the nation’s future, folks living in low profile towns and villages are Indians too, their lives are just as important and precious.

     

    But the Bihar tragedy tells me things could be changing, and if so, it’s high time. Am glad with the nonstop coverage, the pressure must go on till we see real change, not just when it comes to the food-safety of kids in Chhapra, but all over India. I usually find fault with the Indian media but this time I would like to congratulate all the journalists. Nitish Kumar has been put on the mat, and that’s the way it should be.

     

    PS: Haha. Aussie Air Force decided to get cute in this recruitment ad for engineers, they put out a complicated puzzle. Only after solving the puzzle, applicants would find the number they needed to call in order to apply for the job. But a typo in the ad brought the advertiser a great deal of embarrassment. Moral of the story: It’s okay to do a smartie ad. But make sure it’s created by smart people.

     

    Link: http://www.dailymail.co.uk/sciencetech/article-2349782/Job-ad-challenged-readers-solve-maths-puzzle-backfires–TYPO-impossible-solve.html

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney

     

  • Male clients in India don't get their attention swayed by the jewellery a woman wears, that happens with a precariously plunging neckline, writes Anil Thakraney in this review of the new Tanishq TVC

    Debrief: Tanishq Mia: Very real, very well-executed

    By Anil Thakraney

     

    Another good ad from Tanishq, must say the team is pretty consistent. The commercial for Mia tells you the brand understands the aspirations of today’s working woman, of her desire to excel in her work AND look beautiful while she’s at it. But there’s a slight problem with the treatment, I’ll come to that shortly.

     

    In the ad, the control freak lady boss commands her junior to forget about wearing jewellery for a critical meeting, she wants the client to stay focussed on the presentation. But our feisty gal gives two hoots, and lands up for the meet decked up in her fancy Tanishq Mia earrings. Naturally, the boss isn’t amused, but the exec makes a winning presentation, and so it all ends well.

     

    A bossy she-boss is a cool idea, there are plenty of these dominating types in the corporate world. Also, the situation is very real, an older woman would secretly resent a much prettier younger employee. The problem is, you disobey such a tyrant boss, you better be ready with your resignation letter. Ms Cruella will make life miserable for you even if you happen to be a star performer. Which is why instead of a happy ending, this situation leaves me with a nasty feeling that our gal is in big, big trouble. To counter this, I would have altered the dialogue a bit. The boss issues an army-like command, even though it’s delivered gently: ‘Lose the earrings’. What if she said, ‘Honey, you sure you want to wear jewellery for the meeting?’ This would indicate that the boss isn’t really a tyrant, and that means the disobedient employee’s job is safe.

     

    Another little problem: I can tell you from experience, male clients in India don’t get their attention swayed by the jewellery a woman wears, that happens with a precariously plunging neckline, though it guarantees to win you the business. 🙂

     

    Rating: (On a scale of 1-5): 4 The ad is already a topic of discussion in the corp world

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

     

  • For the next five years, Anil Thakraney advises the channel to towards creating more game-changing programmes

    Anil Thakraney: Balika Vadhu on Colors was a game-changer

    By Anil Thakraney

     

    Hard to believe it’s been only five years, it feels like the channel has been around for a very long time. In a short time, Colors has managed to create a niche for itself in the Hindi GECs segment. This must not have been easy, given that Zee, Star Plus and Sony had already established themselves long before the new player arrived. Since ratings play a cyclic game (one big show can catapult a channel to the top rung), I don’t go by numbers. But it’s clear that Colors has made an impact on the viewer’s psyche, and congrats to the team for that achievement.

     

    I must also state for the record that their flagship serial, Balika Vadhu, is the only Hindi soap I currently watch. This is because the serial feels very real, in the lives of the protagonists we see glimpses of our own. Indeed, Balika was a game-changer when it arrived on the scene because it broke the genre of the over-the-top, garish, unbelievable soaps that used to rule till the year 2008.  Since then, Balika has gone on to inspire other soap-makers. Colors needed such a kick start programme to get instantly noticed.

     

    However, sadly, the rest of the channel’s programming hasn’t really been different, their serials haven’t shown the same freshness. Bigg Boss, the reality show, may not garner big ratings, but it keeps Colors buzzing on Twitter, which explains its continued run. I have never been a fan of this dimwitted show for just one reason: The channel deliberately invites the demented sort as guests, hoping that their shenanigans will get the viewers hooked. My view is, this can be achieved with witty, interesting, feisty people. We don’t need morons for entertainment. Here’s hoping Colors will keep this in mind for the future.

     

    For the next five years, I would advise the channel to return to its roots, and passionately work towards creating game-changing programmes. In a previous post, I mentioned why producing American quality serials is very dicey in Indian conditions, therefore a Homeland or a House of Cards will be very difficult, if not impossible to do. However, that doesn’t mean the channel can’t push the envelope. Now that the best of Bollywood talent is beginning to take television fiction seriously, the smart channel will be the one that exploits this opportunity quickly, teams up with the hottest young writers and directors, and puts out programming that’s offbeat and interesting. Is Colors up for the challenge? That is the question the channel’s leaders need to ask themselves as they blow the five colourful candles.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views expressed here are his own. He can be reached via Twitter at @anilthakraney