MxMIndia

Tag: anil thakraney

  • Take the spotlight away from politicians and they won't disturb rescue & relief ops: Anil Thakraney

    Comment: News media must black out netas at Uttarakhand

    Representative picture courtesy PIB of the IAF rescue helicopters at Gauchar airport, in flood-hit Uttarakhand on Wednesday, June 26

     

    It is indeed sad to see several dead and many injured as rescue operations are still on in Uttarakhand. What rages us is the game of one-upmanship between political leaders in grabbing camera time and the importance our news vehicles give to these visits. We present the comment by our Editor-at-Large and senior journalist Anil Thakraney on the issue which would normally appear as Hard Knocks on a Friday. – Editor

     

    By Anil Thakraney

     

    In the entire television din over the role of politicians on the Uttarakhand disaster, Prasoon Joshi made the most valid point. (Prasoon, if you are reading this post, I would urge you to take part in the tube debates regularly, we need a few sensible voices out there.) While the others were heatedly accusing the netas of seeking photo-ops during the tragedy, Joshi said the media must consider WHO is providing them with these photo-ops. Very true. If the media stopped covering these opportunistic politicians, they will immediately vanish from the scene.

     

    The defining neta moment so far was the two Andhra politicians exchanging fisticuffs at the Dehra Dun airport, as they fought over who would fly with the ‘cargo’. And no, the cargo in this case wasn’t medical supplies for the victims, but those people who had been rescued, and were anxiously waiting to be flown back home. Absolutely pathetic. And then there is Pheku and Pappu busy scoring brownie points over each other, and the many chamchas defending their actions. At least half of the media time and space gets spent on these jokers. What a bloody waste!

     

    My humble request to colleagues in the media is this: For the Uttarakhand news, take a firm decision not to provide any coverage whatsoever to the visiting politicians. Not only are they unable to help in any way, with their shenanigans, they come in the way of rescue and relief operations. And there’s no keeping these hyenas away, they will come to feed on the dead, it’s in their nature. Emotional situations like these give politicians a cool opportunity to win more fans, or so they believe. Let’s deprive them of it. And let the entire media effort be focused on the victims, the rescue and rehab. And on the jawans who are doing all the hard work, these brave souls who are putting their own lives on the line so that maximum number of people can be saved. I want to see their faces, I want to hear their voices, I want to know their stories. And this is what the media must provide us.

     

    Net net: Let’s make Uttarakhand a template for future disasters. No spotlight on any neta. Let it only be about those who matter, and those who do the real work. That done, no politician will ever arrive to disturb rescue operations. Once the oxygen supply (cameras) is cut off, they won’t see any point of jet-setting in. Good riddance.

     

    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 jingle is sweet and the ad is shot nicely. I like it that they haven't shown adult faces, their presence is only suggested. This keeps the focus on the little girl, and that's what makes the ad endearing.

    Debrief: Kotak Mahindra: Catching them young

    By Anil Thakraney

     

    Kotak Mahindra Bank has decided to expand its market share. And no, unlike IndusInd Bank they aren’t offering you a lucky number, they have decided to go after your kids. The bank has launched Kotak Junior, a new scheme whereby bachchas can now have their own account.

     

    As you would expect, the commercial is cute. A sweet little girl goes about collecting chillar from her family members by hook or by crook. Once she’s amassed enough, it’s time for the next step: Open a bank account. The jingle is sweet too and the ad is shot nicely. I like it that they haven’t shown adult faces, their presence is only suggested. This keeps the focus on the little girl, and that’s what makes the ad endearing.

     

    However, the TVC leaves some key questions unanswered. I guess Kotak Mahindra is hoping that sufficiently enticed, and under pressure from their kids, parents would visit the local branch with queries. I am not too sure that gamble will work in this case. Since the juniors will only land up with a membership card, with no direct control of the account, the delicious add-ons that Kotak Mahindra would most likely offer the kids need to be indicated in the ad. Today’s kids aren’t simple souls as bachchas from my generation used to be; they are very smart, and without tangible promises, they would not get interested.

     

    And by the way, hope Kotak Mahindra is offering a slightly higher rate of interest to the juniors. Itna toh banta hai, boss!

     

    Rating: (On a scale of 1-5): 2.5 Cute ad. But communication is incomplete.

     

    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

     

  • To all those speculative TV anchors now singing hosannas in the captain's honour, here's what I have to say: I may write a Booker winner, but if I have been accused of evading income tax, that victory doesn't absolve me of the charges.

    Anil Thakraney: ICC Champions Trophy Diary

    By Anil Thakraney

     

    Nope, I did not follow the just concluded championship trophy, though I made it a point to watch the final match, as am sure most Indians did (aside from those in Uttarakhand, sadly). Droopy eyes at work on Monday was a clear tell-tale sign. The reason I did not care much for the ICC Champions Trophy is cricket fatigue, post the IPL. Even though I like the game, there’s only that much of it I can take. Anyway, here are some notes.

     

    Totally enjoyed the final between England and India, not just because it was a tight game but because it was good to see Kohli, Raina, Rohit, Dhawan, etc, play alongside each other, and not against each other. Every year I yearn to see this soon after the IPL ends. Don’t like the image of our cricketers snarling at one other, that should be left to our esteemed netas.

     

    I had written in a previous post that we in the media need to go easy on Maahi over the ‘conflict of interest’ allegations. And I still maintain that. However, I suspect our fickle-minded media, now soaking in the victory, will completely forget all about it. That too is not correct. If the man has done wrong, he should be investigated; the idea is to be fair to him. To all those speculative TV anchors now singing hosannas in the captain’s honour, here’s what I have to say: I may write a Booker winner, but if I have been accused of evading income tax, that victory doesn’t absolve me of the charges.

     

    It was great to see our young cricketers perform courageously. They appeared neither intimidated by the opponents nor by the bigness of the event. I like this spirit of Young India. Despite Sachin, Saurav and Rahul’s greatness, this is one quality I seldom noticed in them. The oldies would get nervous while reaching a milestone, and their faces showed tension during crunch moments. But these young chaps seem to give two hoots for pressure. I think the retirement of the old stars has done a lot to improve the can-do-will-do spirit in the team. I see brilliant times for Indian cricket in the coming years. Provided, of course, the boys manage to keep the bookies at bay. The problem with today’s kids is while courage is on the rise, so is greed.

     

    Lastly, Sunil Gavaskar’s contradictory comments left me a bit befuddled. During the tournament, when asked if the team is out to prove a point following the recent scandals, Sunnybhai denied any such thing. He said the boys had left all that behind in India, and were focused on the match at hand. However, after the final win, he seemed to have changed his mind. He said Dhoni was hurt by all the scandals, and that’s why the animated reactions after the England match. Hmm. Guess the cricket legend got over-awed by the victory. Hota hai, cricket does this to many in India.

     

    ***

     

    PS: Nothing brilliant about this ad, but it’s a cool idea. What I like most are the breathtaking car shots. They make you want to own this machine.

     

     

    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

     

  • Nothing wrong with the treatment, and the single-minded communication ensures the promise is delivered smoothly. But here's the problem: This sort of a promise alarms me.

    Debrief: Toyota service: No hurry, take your time!

    By Anil Thakraney

     

    Cool ad for Toyota  service. The idea is simple: By the time ma’am gets decked up for the noon show, our man will be able to get his Etios all serviced and ready. The commercial intercuts between the lady doing her make-up while cribbing about the car having been sent for service, and service personnel working fast on the car. Promise: Super-fast service.

     

    Nothing wrong with the treatment, it’s slice of life stuff, and the cribbing lady acts quite naturally (all those of you who are married will identify with this situation). In fact, it’s her acting skill that makes sure you don’t get bored on repeat ad exposure, even though it’s an ordinary commercial. And the single-minded communication ensures the promise is delivered smoothly: No more waiting endlessly for your car to be serviced.

     

    So all very well. But here’s the problem, and it’s for the Etios guys to worry about, not their ad agency: This sort of a promise alarms me. Because my experience with care service stations has always been horrid. The staffers are usually careless, they work in a slip-shod manner, most of the complaints filed by the car owner are ‘forgotten’. I don’t want to worry you much, but I have seen these guys damage cars in a hurry to finish their jobs. Which is why the ‘quick service’ promise frightens me.

     

    I would much rather have a car maker tell me the service will be patient, careful, that their staffers will treat my gaadi like their own car. And I don’t mind if they take their own sweet time, I rather have an upset partner than a car that arrives half-done, or worse, dented. For a change, I am questioning the promise, not the creative.

     

    Rating: (On a scale of 1-5): 2. Dicey strategy. But creative is okay.

     

    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

     

  • Gossip suggests that some of the winners at Cannes are 'scam' ads, because 'nobody' has seen the winning entries in the media. It's very likely that none of them are scams. But to know that, we need access to the media plans of the winning entries.

    Anil Thakraney: Cannes winners, release your media plan

    By Anil Thakraney

     

    Congratulations to the Indian ad world, it was a very satisfying show at Cannes; 33 trophies is really wow when you consider that till only a decade back we used to win zilch.

     

    However, the rumour mill is buzzing. Again. Gossip suggests that some of the winners at Cannes are ‘scam’ ads, because ‘nobody’ has seen the winning entries in the media. The PR winnings sound dodgier, the work appears to have been designed to please an international jury. For example, that bit about adopting a pothole. Wouldn’t firangi judges just lurve stuff like this from Incredible India? Everyone out here is wondering exactly how may potholes got sorted.

     

    Now, it’s quite possible that the gossip is unfair to the winners, it’s very likely that none of them are scams. But to know that, we need access to the media plans of the winning entries, and that’s impossible. One could have filed an RTI application, but sadly, the ad world doesn’t come under its purview, not yet at least. So then what’s the way out? I would urge the winners to publish their media plans in the trade media. With details of the number of insertions for press ads, number of hoardings used, etc. And the PR winners should publish full details of the operations and the effectiveness of their campaigns. I think this is important for it shall help kill the gossip. In any case, if you have done genuine work, why not proudly publish the facts?

     

    On another note, must say our continuing disappointing run in the digital category is a cause for concern. I can only think of one reason why we aren’t winning anything: Our old world creative directors who are obsessed with the traditional media, and have failed to evolve. Well, they better change this fast. By finding people who can help them understand the digital space. (By the way, many of these giants haven’t even tried out social media, I kid you not.)

     

    Lastly, a pat on the back to the TOI group. Despite being a huge, huge organization, they consistently find a way to inspire their ad agencies into doing scintillating work. Marketing directors and brand managers of other large companies should borrow a leaf from them. On why bigness should never come in the way of good creative work.

     

    ***

     

    PS: Cool idea from the makers of Homeland, the hugely popular US TV serial. They are looking for ‘extras’ for the next season, and are inviting members of the janata to come forward and apply. Great way to promote a soap, Indian TV serial makers should try it too.

     

    Link: http://www.wired.com/dangerroom/2013/05/homeland-casting-call/

     

    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

     

  • As the disaster strikes and the aftermath plays out, television journos must do one and only one thing: Focus on the 3Rs… rescue, relief and rehabilitation operations. And only discuss the whodunit and the whydunit after some amount of normalcy has been restored.

    Anil Thakraney: Uttarakhand disaster: TV anchors screw-up yet again

    By Anil Thakraney

     

    You know who’s the biggest moron in this world? The man who reaches a building on fire, stands outside and wants to discuss in detail with those trying to douse the flames exactly what was the cause of the inferno, and who screwed up.

     

    Don’t know if this occurs to them, but some of the news channel wallahs have been doing exactly this on the Uttarakhand calamity. My friends in television must understand that their job differs from the newspaper editors when it comes to covering natural disasters or terror attacks. As the disaster strikes and the aftermath plays out, television journos must do one and only one thing: Focus on the 3Rs… rescue, relief and rehabilitation operations. And only discuss the whodunit and the whydunit after some amount of normalcy has been restored, after the victims have limped back to safety. This is because television is a live medium, it carries immediacy of news. But instead of doing this, on prime time, some news channels got those usual crappy, noisy debates going, to pin responsibility on who was behind this ‘man-made’ disaster.

     

    Just think about this: What if one of my friends or relatives is marooned in Kedarnath right now? Frantic, I would be madly surfing the news channels to see how folks are being rescued, and would hope get some details of the persons stuck out there. Or, god forbid, discover if the individual dear to me is gone. In fact, this is how a BBC would go about things. Instead, I see star anchors in a free-for-all with netas and the usual studio guests. Can you blame me then if my blood goes on the boil?

     

    While newspapers and magazines can and must cover a natural disaster with a 360-degree view, television has to cover the story step by step, and only shift gears at the right time. The question is: Why aren’t the idiot box runners doing the obvious thing? I can think of two reasons. One, perhaps because they are idiots. Or two, the anchors are convinced that shouting and screaming inside studios is the only way to gain ratings, whatever be the subject. You are free to pick the right reason.

     

    ***

     

    PS: An eerie anti drink driving campaign from the UK, one that might give you a heart attack in the pub itself. If they try this out in the Indian pubs, I suggest using only male mannequins. Else the BMC lady will object.

     

    Link: http://www.dailymail.co.uk/news/article-2338000/Shocking-anti-drink-driving-campaign-scares-pub-goers-simulating-car-crash-complete-fake-blood-toilet-mirror.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

     

  • Full marks to IndusInd Bank for thinking out of the box. However, the below average execution doesn't do justice to the unusual promise.

    Debrief: IndusInd Bank: Offbeat approach works

    By Anil Thakraney

     

    Intriguing offer from IndusInd Bank. Their new ad is based on just one promise: We will offer you the account number you desire. Bollywood’s character actor Sharman Joshi has been hired to do the honours.

     

    Joshi is stuck on the number 30, because he considers it to be his lucky number. The ad tries to make this funny, as Joshi is pleased when his son scores only 30 percent marks in the exams. He desperately tries to fit into a trouser that’s size 30 inches. And so on.

     

    Must say I was a bit flummoxed when I first saw the ad. IndusInd Bank isn’t offering efficient service or higher interest rate or expert advice. They are offering an account number, which is the least of my concerns. Later I gave it a thought and felt they might be doing the right thing. Because all other banks make the expected promises, this bank is appealing only to the superstitious in us. And when you think about it, it makes sense because India is a nation of many superstitions, and ‘lucky number’ tops that list. The fact that so many people pay through their noses to get hold of the ‘right’ number for their vehicle is a clear indication of that. Full marks to IndusInd Bank for thinking out of the box.

     

    However, the below average execution doesn’t do justice to the unusual promise. The treatment is laid-back, the jingle is boring and the humour quotient is low. They could have conceived totally hilarious situations with the crazy obsession people have with numbers, and perhaps many short ads was the answer. And Joshi, instead of adding value, dilutes the overall impact. They didn’t need a celeb at all, the innovative offer is the real star! And that’s the only celeb the ad needed.

     

    Rating: (On a scale of 1-5): 3. Refreshing promise. But execution gets only 30/100. 🙂

     

    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

     

  • Such an award will help shift the focus back to real journalism. The reason why many of us opted for this profession in the first place. But got disillusioned along the way when we discovered that a healthy financial bottom-line seems to matter more than a healthy nation in the corporatized Indian media.

    Anil Thakraney: Tehelka’s award for courage is a good idea

    By Anil Thakraney

     

    Tehelka has announced the ‘Tarun Sehrawat Award For Journalism Of Courage And Conscience’. The award is named in the memory a young journo who died on duty last year, at the age of 23, in the Naxal heartland. I think such an award is needed, and it’s a timely idea.

     

    Because, with the massive media explosion in India and the resultant cut-throat competition, real journalism seems to have been relegated to the back seat. Proprietors and marketing directors are calling the shots in most organizations; the editor’s role has become secondary. Profitability is now the name of the game, and this is what leads to ugly, completely unethical practices like paid news. Naturally, this is terrible news for India. For the nation’s good health, we have to encourage journalists to push the boundaries, and within the restrictions they find themselves in today, find a way to unearth the hard truths. There are plenty of awards given away to the members of the media each year, but I find them meaningless. Because they appear to reward style more than substance. Tehelka’s effort therefore is very welcome.

     

    And what I find most interesting is that the award is meant only for young journos, those under the age of 30 years. Terrific. We need to motivate the youngsters, we need to remind them why are journalists, we need to make sure they don’t get lost in the world of materialism and puffery. And if these dudes taste blood at a young age, chances are high they will retain the same passion for journalism throughout their careers.

     

    Of course, Tehelka is trying to build its own brand, and that’s fine. The important thing is this: Such an award will help shift the focus back to real journalism. The reason why many of us opted for this profession in the first place. But got disillusioned along the way when we discovered that a healthy financial bottom-line seems to matter more than a healthy nation in the corporatized Indian media.

     

    ***

     

    PS: Crazy. A totally harmless commercial has invited a dirty backlash on the YouTube video. All because it features a mixed-race family. As a matter of fact, I think such ads should be encouraged, they are important for the plural societies we live in. And a pat on the back to the advertiser for refusing to pull the commercial. Cheers to Cheerios!

     

    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

     

  • Even an otherwise confident brand like Axe has fallen for the Indian celebrity circus. However, the cool thing they have done is that Ranbir gets beaten by a non-celeb.

    Debrief: Axe Blast: The chick scorecard

    By Anil Thakraney

     

    Axe continues with the same old, tried and tested route: Use our deo, and chicks will chase you to the end of the world. This time they’ve roped in Ranbir Kapoor to do the honours. Even an otherwise confident brand like Axe has fallen for the Indian celebrity circus. However, the cool thing they have done in the commercial is that Ranbir gets beaten by a non-celeb.

     

    My feminists pals aren’t going to like this TVC at all (just they loathe all the male deo ads), because the chicks our guys ‘score’ are now being metered. A clicker device is used by the star each time he gets ‘favourable’ female attention, which is plenty of times. Just as our young Casanova is feeling all chuffed, another man shows him his own clicker, which has a much higher score. Well, Ranbir needs to work harder, which means start using Axe Blast.

     

    Not bad. For one, the celeb isn’t the brand user in this case (though subliminally he is), which is refreshing to see in desi advertising. Two, the chick meter is an idea that young chaps will like. Guys do boast about the women they have scored with (the figure is almost always vastly exaggerated), and the device helps put that (fake) number on record, so to speak. Axe can build on this simple little tool in the future.

     

    In short, this ad works. That it will leave feminists pissed off won’t worry Axe too much. This brand isn’t for them, it’s meant for chronic skirt chasers like young Ranbir.

     

    Rating: (On a scale of 1-5): 2.5. Same old stuff, but refreshing use of celeb

     

    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 the cliche goes, every cloud has a silver lining. Unsubscribing from TV audience measurement might help improve television programming in India.

    Anil Thakraney: Divorcing TAM could be a blessing

    By Anil Thakraney

     

    Okay, so a whole lot of broadcasters are busy unsubscribing from TAM’s data. If you ask me, I would say that’s not such a bad thing. TAM’s methodologies have been questioned and debated for years and years, and yet the issues haven’t been resolved, there is discontent in the world of media, nobody seems to be happy. TV audience measurement has been a monopolistic situation, and therefore broadcasters had to simply bite the bullet. So far.

     

    I had met Shashi Sinha for an interview last year (for mxmindia), and we brought up the subject of lack of credibility in audience measurement. Sinha feels this is a problem that can be fixed with moolah. This is what he said: “Someone has to put money on the table, it’s as simple as that. The solutions are all known, I know very bright and talented people in research, what needs to be fixed is known. The problem is: No one is willing to invest. Today, if television measurement costs Rs 20 crores, what if Rs 100 crores was spent on it?” Although I am not an expert on this subject, have to say I am not sure if the problems have to do only with lack of adequate funding. Perhaps BARC will set it right next year, though I wonder if they have such deep pockets.

     

    Anyway, from the looks of it, crores of rupees worth advertising spend will now be decided, at least for the next one year, by many advertisers without using TAM’s data. And speaking for myself, this situation excites me. Because this means that advertisers and media planners will start using common sense and intuitive thinking. Instead of blindly putting massive amounts of money based on questionable data. As far as the Hindi GECs go, perhaps all the money won’t be spent on saas bahu shows, other formats/ideas could find much-needed support. This would put pressure on producers/channels to experiment more. Even on the news channels, advertisers would use gut feel, and perhaps shows whose anchors holler and shriek less will find some ad revenue. And if the decisions are proved wrong, planners and brand managers will be forced to take responsibility for their choices, rather than pass the buck onto TAM. In short, this would result in risky but innovative decisions.

     

    As the cliche goes, every cloud has a silver lining. Unsubscribing from TV audience measurement might help improve television programming in India. And cheers to that.

     

    ***

     

    PS: A photographer managed to get these expressions from bachchas. By giving them an ice-cream cone, and then abruptly taking it away from them. I know that’s mean. But it’s cute too. 🙂

     

     

    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

     

  • You have to make your mind steely hard, and the heart shatter-proof. You have to be emotionally tough. So that when things go all wrong, you can simply shrug, down a few tequila shots with your gal pals, and move on. No man is worth dying for.

    Anil Thakraney: Lessons from Jiah’s tragedy

    By Anil Thakraney

     

    It’s a gloomy, rainy Friday in Mumbai, and for a change, I want to take a break from the usual work talk, and instead deal with a human issue. And this is triggered by starlet Jiah Khan’s suicide and the subsequent arrest of her boyfriend, who’s been charged with abetment. That case will collapse in court on the very first day of the hearing, but that’s not what I wish to discuss here.

     

    Thing is, just like the showbiz, the world of media, advertising and marketing is bustling with single women. Naturally, they date, they have intimate relationships, they live-in or they marry. While our industry doesn’t put as much strain on the girls as it happens in Bollywood, the pressures of career success, the longing for a better life, the dynamics of human relationships, etc, are pretty much the same. Being single and often without family support means that the young women have to find a way to deal with stressful situations on their own. I personally know of at least two women from the ad world whose life went downhill because they fell for the wrong guy. One landed in a hospital, another one had a nervous breakdown, she left the country to live with her NRI parents. Thankfully, no one committed suicide, not that I know of.

     

    But it can happen, and therefore this post. Now, I am no agony aunt, in fact, I usually like to spread agony all around. J However, this much I have learnt in life: Relationships will get forged, some will be great, some will be disastrous. You will meet nice guys and you will meet creeps. Creeps most likely, and I say this as a man: Many of us guys are jerks, we will eventually disappoint you. Therefore you have to make your mind steely hard, and the heart shatter-proof. You have to be emotionally tough. So that when things go all wrong, you can simply shrug, down a few tequila shots with your gal pals, and move on. No man is worth dying for, period. Don’t want to hear of a Jiah Khan or Nafisa Joseph tragedy in our world.

     

    I’ll leave you with this quote from Marilyn Monroe, it worked then and it works now: “This life is what you make it. No matter what, you’re going to mess up sometimes, it’s a universal truth. But the good part is you get to decide how you’re going to mess it up. Girls will be your friends – they’ll act like it anyway. But just remember, some come, some go. The ones that stay with you through everything – they’re your true best friends. Don’t let go of them. Also remember, sisters make the best friends in the world. As for lovers, well, they’ll come and go too. And baby, I hate to say it, most of them – actually pretty much all of them are going to break your heart, but you can’t give up because if you give up, you’ll never find your soul mate. You’ll never find that half who makes you whole and that goes for everything. Just because you fail once, doesn’t mean you’re gonna fail at everything. Keep trying, hold on, and always, always, always believe in yourself, because if you don’t, then who will, sweetie? So keep your head high, keep your chin up, and most importantly, keep smiling, because life’s a beautiful thing and there’s so much to smile about.”

     

    Good luck to all of you. And keep smiling.

     

    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

     

  • Many advertisers use celebrities quite mindlessly. Still, shouldn't there be at least some thought given to credibility of the communication? Or, does this builder think the nation is teeming with morons?

    Debrief: Gaur City: Chintu, tusi Noida shift ho gayeji?

    By Anil Thakraney

     

    There’s this builder who’s been advertising on the national television network. They are building a residential complex called Gaur City in Greater Noida. Nothing wrong with that, if makers of bras and panties can sell their wares on the cover pages of dailies, why can’t a builder.

     

    The problem is this: The Gaur guys have signed up Mr and Mrs Rishi Kapoor as brand ambassadors. And this happy, lovely couple hawks Gaur City’s apartments in the commercial, giving us their first-hand experience of living out there. Now this sends the brain into an immediate tailspin. Er, haven’t Rishi and Neetu been residents of Bandra for decades? Have they shifted to Greater Noida? When, when, when? Why, why, why? Did they have a tiff with son Ranbir? Is Rishi joining politics? Is Neetu fed up of Slumbai? Questions, questions, questions!

     

    Yes, I am aware many advertisers use celebrities quite mindlessly. Because, in their view, this trick works in the star-obsessed India. Still, shouldn’t there be at least some thought given to credibility of the communication? Or, does this builder think the nation is teeming with morons?

     

    Okay, if you push me really hard, I might just believe that SRK drives his junior assistant’s Santro now and then. Or that Shri Bachchan has been to Gujarat on occasion. But Rishi and Neetu selling us apartment flats for a complex being built in Uttar Pradesh? I am still reeling.

     

    So then what next? Rajnikanth as brand ambassador for Orissa? Why not? I am ready for anything now.

     

    Rating: (On a scale of 1-5): 0. Can I buy Rishi’s Pali Hill flat, now that he’s migrated to Noida?

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.