Tag: Neville Shah

  • It’s not funny! Mocking one’s disability for another’s hilarity

     

     

    By Shruti Pushkarna

     

    Shruti PushkarnaLaughter, they say, is the best medicine. Humour is also an equaliser of sorts, the jester can ridicule the prince and the pauper alike. Often what can’t be uttered directly, is passed off easily, garbed in satire. We see that a lot these days, in the form of standup comedy, where political powers or specific groups are targeted in jokes. Gaining popularity in both online and offline avatars, standup comedy is increasingly becoming a respectable career choice for many.

     

    But what happens when the joke is directed at someone vulnerable or marginalised?

    The other day, I came across a video clip in which an Indian comic, Abhishek Upmanyu incites laughter by mentioning physical disability. The joke is not only in bad taste, it makes no sense. I’m sure there is a larger context to his gig, but nothing justifies the sheer insensitivity.

     

     

    What is funny to someone, can be extremely hurtful to another. Growing up, I used to wear thick spectacles to school. That’s when we didn’t have the luxury of ordering high index (thin) glasses to meet one’s cosmetic needs. I was mercilessly derided by peers who called me ‘chaukhi’ which loosely translates to ‘four-eyed girl’. Some kids even hid my glasses, and rejoiced seeing me bump into furniture, trying to find my way around.

     

    While their laughter filled up the classroom and the corridors, it wasn’t funny for me.

     

    Because of intrinsic stereotyping in literature, cinema, television, advertisements et cetera, the business of ‘othering’ is assumed to be acceptable. It comes naturally to people, young kids included.

     

    It has been normalised to such an extent, that we use phrases and words without worrying about the implications. Common utterances include, ‘That joke is so lame’, ‘Why are you acting bipolar’, ‘Are you retarded’, ‘Can you dumb it down’ and so on.

     

    Another comedian, Neville Shah was slammed online for ridiculing persons with disabilities. Incidentally, this artist features on a popular OTT platform. In this particular clip, Shah mocks disability and reservation for the underprivileged sections of society.

     

    https://twitter.com/riteshjyotii/status/1393945614946164746?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1393945614946164746%7Ctwgr%5E%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.idiva.com%2Fnews-opinion%2Fnews%2Fcomedian-neville-shah-criticised-for-casteist-remarks%2F18020195

     

    How can apathy towards a sizeable section of the population result in comic relief?

     

    Bollywood also has a history of portraying disabled people as farcical, oafish or villainous. Their physical disability is accompanied with a character distinction that puts them apart from the rest of the cast. Premnath plays the powerful villain, Sir Judas in the film Karz who is speech impaired. Shah Rukh Khan plays young Rahul in the film Darr, chasing Juhi Chawla with an abnormal passion. His unhealthy obsession is attributed to mental instability. Vivek Oberoi plays the villain, Kaal in Krrish 3 who is paralysed neck down.

     

    Buffoonery and disability also go hand in hand in Indian cinema. Tushar Kapoor is characterised by speech disability in the famous Golmaal series. The weird noises made by his character have made him all the more endearing to the audience. Three lead actors, Akshay Kumar, Riteish Deshmukh and Abhishek Bachchan pretend to be disabled, in the slapstick comedy Housefull 3. One character plays a wheelchair-bound cripple, another pretends to be blind, and the third dons the garb of a mute man, only to generate some silly laughs.

     

    However, mocking disability is not limited to the Indian subcontinent. Several comedians across the world have indulged in thoughtless mirth at the expense of persons with disability.

     

    A Canadian comedian, Mike Ward mocked a disabled singer, Jeremy Gabriel who became a celebrity as a young boy. Known as ‘Petit Jeremy’, Gabriel has Treacher Collins Syndrome, a genetic disorder that affects facial bone structure. In his case it caused severe deafness. His family filed a human rights complaint, which was challenged and won by Ward on grounds of free speech.

     

    In 2018, advocacy groups, individuals and parents of children with Down Syndrome vociferously condemned comedian Tom Segura’s repeated usage of ‘retarded’ in the Netflix special ‘Disgraceful’.

     

    In the American sitcom ‘Big Bang Theory’, Stuart Bloom who is the owner of a comic bookstore, struggles with physical as well as mental health issues. He is made the butt of jokes, used for cheap comedy and easy one-liners.

     

    In the process of entertaining a majority, comedians and writers indulge in ‘otherising’ a minority and reinforcing prejudices in the societal mindset. Should the media be perpetuating such stereotypes?

     

    Shruti Pushkarna is a former journalist who now works as a programmes and media specialist for the inclusion of persons with disabilities. Shruti was part of the founding team of MxMIndia and now writes for MxMIndia every other Thursday. Her views here are personal. She can be reached via Twitter at @shrutipushkarna

     

  • Cadbury targets cyber-bullying in campaign

    By Our Staff

     

    Cadbury Dairy Milk has rolled out the next phase of its #HeartTheHate Campaign. Initiated in 2019, the campaign confronts the issue of cyber-bullying and encourages its audiences to express generosity.

     

    Commenting on the launch of the second edition of the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said: “Cadbury Dairy Milk as a brand, believes that a little bit of generosity can go a long way and often it’s the smallest things that have the biggest impact. Cyber-bullying is something which affects everyone especially today’s youngsters. Apart from the direct impact of bullying, the apathy of the silent bystander impacts the victims in a big way. While we were pleased to see the impact created online through #HeartTheHate which leveraged this insight, in 2019, we knew there was a lot of work still left to do. Through the next phase of the campaign, we hope to further reiterate Purple Heart as an emoticon that helps express solidarity with the bullied. This campaign leverages technology in a smart way to make consumers understand how breaking their silence and standing up for the victims can make a huge difference in their lives.”

     

    Commenting on the campaign, Neville Shah, Executive Creative Director, Ogilvy India, added: “The idea makes you see the effect of cyberbullying. Something we as silent bystanders, ignore. Because while the bullying or trolling maybe just words online, they have an impact in the real world. We shouldn’t ignore it. And we shouldn’t ask the victims to ignore it. So, a little push, a gentle nudge, a soft reminder to ask us bystanders to stand up and simply share a Purple Heart. Make the person smile. Let them know it’s NOT just trolls out there.”

     

  • Ogilvy creates new ad for Cadbury Dairy Milk Silk

    By Our Staff

     

    Ogilvy created a new ad series for Cadbury Dairy Milk Silk. The campaign has six videos.

    Said Zenobia Pithawalla, Senior Executive Creative Director & Mihir Chanchani, Executive Creative Director, Ogilvy India: “Cadbury Dairy Milk Silk decided to celebrate Valentine’s Day like never before. By giving young people in love ideas, on how to celebrate Valentine’s Day in these tough times. Tying in aptly with its larger communication idea, ‘How far will you go for love’.”

    Added Neville Shah, Executive Creative Director, Ogilvy India said: “These simple stories attempt to inspire couples to surprise their partners. It’s not about the bigness of the act. It’s about the grandness of the thought. And that’s the simple intent. We designed them for short format surfaces and deployed them episodically, increasing the interest with each asset. A campaign designed for love. Simple.”

    Said Anil Viswanathan, Senior Director, Marketing (Chocolates), Insights and Analytics, Mondelez India: “Being synonymous with Valentine’s Day for almost a decade, Cadbury Dairy Milk Silk has been inspiring consumers to celebrate the season of romance and making the day count in their love story. Cadbury Dairy Milk Silk has built and strengthened consumer love and connect with youth in India through relevant storytelling and personalised offerings. Our recent campaign “How Far Will You Go For Love” was received very well, winning consumers hearts especially with Gen Z strengthening overall brand appeal and emotional connect with this audience. Valentine’s Day is an important day in our consumer’s life, and they believe in making the day count. They know that words often fall short to express their deepest emotions for the dear ones in their lives and they share a special bond with Cadbury Dairy Milk Silk to express themselves.”

    Added Shekhar Banerjee, Chief Client Officer and Head – West, Wavemaker India: “The year gone by has been quite different and difficult for most of us and especially for young couples who have been staying away from their partner / loved ones. Going into this year’s Valentine’s Day we managed to bring the brand much more integral to expressing love. We went an extra mile to make Valentine’s Day furthermore special for young couples through custom partnerships with web series and showcasing true inspiring stories in association with Humans of Bombay and Terribly Tiny Tales”

     

     

  • Ogilvy & Cadbury launch a celebratory campaign for Eid

    By A Correspondent

     

    Cadbury Celebrations has launched a new campaign for Eid.

     

    Said Neville Shah, Executive Creative Director, Ogilvy West:  “We had to put our trepidation in the idea itself. The uncertainty of whether this is the right gift or not was at the heart of the tension of this film. A couple who is unsure about their gift. Till they are redeemed by the host who not just accepts the gift, but makes it part of the festival,”

     

    Apart from the digital film, Mondelez plans to take up various OOH and other digital interventions to drive home the point that Cadbury Celebrations is just as good an option in gifting during Eid.

     

     

  • FCA unveils new brand campaign – “Crafted for Car Lovers”

    By A correspondent

     

    FIAT Chrysler Automobiles India revealed its new brand campaign, “Crafted for Car Lovers”. This would facilitate FIAT brand to resonate with Indian customers and enhance the brand appeal.

     

    The underlying theme of the campaign is based on the insight that Fiat Cars are designed for the true auto enthusiasts. The TVC effectively portrays the brand promise of superior drive and strong build quality. It depicts the entire Fiat Product line up including the two brand new additions, the Abarth 595 Competizione and the Abarth Punto.

     

    Speaking on this campaign, Kevin Flynn, President and Managing Director, FCA India said, “FIAT cars are for those auto enthusiasts and car lovers who rate superior driving experience and robust build quality above other parameters. Through this campaign we want to rekindle the trust in our loyal Indian FIAT fans. Our commitment towards the Indian market is massive. We are working aggressively and constantly innovating to provide the best of products and world class services to our customers. At FCA India we are also evaluating the market to introduce relevant products from FCA’s international stable.”

     

    Neville Shah, Group Creative Director, Ogilvy & Mather said “You speak to a true car lover you will notice that they really are not interested in the frills, that extra knob here and an extra sticker there. What really matters to them is the way the car grips the road when you throw her round a corner, the confident thud that you hear when you shut the door, the way the car will swallow potholes and smooth tarmac without hesitation. You will also notice that they feel that much more for their cars. And this is exactly what we also saw with the many Fiat owners. They understand cars and therefore they quickly get to the basics – the drivability, the build quality and most importantly that smile that refuses to leave their face after they have taken the car for a quick drive! Our new campaign salutes this car lover, this Fiat lover.”

     

    FCA India is undertaking a 360 degree communication approach across mediums including print and television, hoardings, radio, digital, testimonial films etc. which will run for a span of 45 days.

     

  • O&M launches new campaign for Cadbury Dairy Milk

    By A Correspondent

     

    Ogivy & Mather has unveiled a new campaign highlighting the launch of two limited edition variants – Black Forest and Coffee Almond. With friendship day around the corner, Cadbury wanted to celebrate the wonderful variety of friends who bring joy and add that special flavour in each other’s lives, just like its range of flavours.

     

    Prakash Nair, Senior VP and Neville Shah, Group Creative Director, Ogilvy & Mather said: “India has an emotional relationship with CDM. To India, CDM is more than just a chocolate. The challenge was how to present the multiple flavour offerings from CDM and build on the emotional bond. Friendship Day which is coming up in August, presented the right backdrop to land this offering. It was simple, really. Because if we look at our own lives, we all have different friends and each one adds a special flavour to our lives. The idea just simply fell in our lap.”

     

    Prashant Peres, Director – Marketing (Chocolates), Mondelez India said: “For many years now, Cadbury Dairy Milk has represented a plethora of emotions, from shared values such as family togetherness, to shared good feelings and collective joy. This  Friendship  Day,  we  want  to  celebrate  another  very  important part  of  our  relationships  –  our  friendships.  Just  as  every  friend add a  special  flavour  to one’s  life, the  variety of Cadbury Dairy Milk flavours like Original, Fruit & Nut, Crackle, Roast Almond and our new limited edition flavours – Coffee Almond & Black Forest will add a special flavour to this day. Our new television commercial also supports this thought.”

     

    This film has been produced by Remarquer Films and directed by Vikramaditya Motwane, an acclaimed film director and screen writer.

     

  • Ogilvy announces slew of appointments in Mumbai office

    By A Correspondent

     

    Abhijit Avasthi

    Ogilvy Mumbai has announced the appointment of four creative directors into its fold. They will be based out of Mumbai and reporting to the senior creative and business heads in Ogilvy Advertising, Mumbai. 

    Abhijit Avasthi, National Creative Director, Ogilvy India said, “Last few months have been fabulous for us with lots of new biz coming in. In order to bolster our creative strength we have brought in these stars. Each of them has a unique way of thinking which will enrich Ogilvy greatly.”

     

    Neville Shah

    Neville Shah has been appointed as Group Creative Director. He is a post graduate from Symbiosis Institute of Mass Communication and completed Copywriting at The Creative Circus in Atlanta. His work experience spans over companies like MTV India & MTV Indies, Commonwealth Worldwide, McCann Worldgroup, Creativeland Asia, JWT, Mudra, TBWA, McCann-Erickson, Times of India Group, JAM, 107.1 FM Rainbow and The Company Theatre. Neville worked on Indian and multinational brands such as Chevrolet, Set Max, Standard Chartered Bank, Nissan, Airtel, Philips, ESPN, Star Sports, Bajaj Allianz,  Parle Agro, Dabur, ITC and several more.

     

    Syed Mohammed Talha Nazim

    Syed Mohammed Talha Nazim, has also been appointed as Senior Creative Director and has spent the first 19 years of his career (since the age of 19!) in Kolkata, Delhi, Bangalore & Kuala Lumpur. Having worked in agencies such as Burnett & McCann on prestigious clients like Chevrolet, BMW, Fiat, Petronas, Coca-Cola, Nescafe, Dutch Lady, Aircel, McDonalds, to name some, he chose to return to Mumbai when Ogilvy beckoned.

     

     

    Mahesh Madhukar Parab

    Mahesh Madhukar Parab, appointed as Senior Creative Director, is a BFA graduate from Sir JJ Institute of Applied Art. Mahesh has worked with agencies such as Da’Cunha Communications, Ambience Publicis, McCann Erickson, DDB Mudra and Contract Advertising. His work experiences spans across Indian and multinational brands such as Amul, Western Union, Siemens, HUL, Marico, Reliance, Yellow Pages, Hanes, Tata Indicom, BPL Mobile, NEO, Star Plus, Edelweiss, Tata Motor International, Asian Paints, Cadbury’s, BATA, Yamaha, Dabur, Wrigley’s, UTI Bank, Kotak Bank, to name a few.

     

    Talha Bin Mohsin

    Talha Bin Mohsin the fourth Senior Creative Director newly appointed, is a post graduate in Communication after doing his Bachelors in International Business & Finance. Talha has worked with agencies such as Contract, DDB Mudra, Leo Burnett & McCann Erickson. His work experience covers brands such as Coca Cola, National Geographic Channel, Schneider Electric, Philips Lighting, HBO, McDonald’s, Dabur, Godrej, Big Bazaar, Maharashtra Tourism, Parachute, Kotak Mahindra Bank, Barclays Bank, Radio Mirchi, Mediker, Twinings, Wrigley’s (Boomer & Orbit), Yamaha, Bata, Cadbury (Choclairs, Halls), Asian Paints (Tractor, Apcolite), Tata Motors.