Tag: Vikas Bahl

  • #MeToo India: A Year Later…

     

    By Shailesh Kapoor

     

    It’s been a little over one year since the #MeToo movement erupted in India. Tanushree Dutta’s accusations against co-star Nana Patekar triggered off a chain reaction, whereby several women, including many in the media and entertainment business, came out with their accounts, some anonymous, accusing co-workers of sexual harassment.

     

    Fourteen months is a long-enough time period to look back and wonder: Did the #MeToo movement really change things for the good? The answer is not very encouraging. The #MeToo movement in India has fizzled out spectacularly, with no major signs of any fundamental shifts in the thought process. Yes, it provoked many organisations into putting more robust sexual harassment policies in place, and may have sensitised many working men about how they should treat women co-workers. But a lot of these ‘changes’ were perhaps borne out of fear – the fear of being caught on the wrong foot, the fear of losing one’s career, or the fear of bad PR for a corporate.

     

    The real test of the movement’s success or failure can be judged through the current career status of those accused in it. If we focus specifically on the entertainment business, the accused in the corporate sector lost their job, and many of them have since been marginalised. But if you look at actors and directors, the picture is a more mixed one. Alok Nath had a film release earlier this year and director Vikas Bahl’s Super 30 released with him getting the director’s credit (the very well-made film went on to do good business too). Sajid Khan, one of the most prolific offenders, has not managed to restart his career, and that’s something even those indifferent to the #MeToo movement will be happy about, given the quality of his last few films.

     

    But the biggest and the most darning evidence that the movement is all but history is the re-establishment of Anu Malik as a judge on Indian Idol. The music composer was removed midway in the last season when accusations against him surfaced, to be replaced by Javed Ali. But in this season, he has been a part of the show right from the start, as if nothing really happened last year. Interestingly, he shares a platform there with Vishal Dadlani, a strong voice on social media on a wide range of social topics, including gender equality.

     

    That Sony would actually go with Malik this season amazed me no ends. He was eminently dispensable. The show does not rely on any one judge, and Malik, in any case, has a jaded imagery by now. It’s not like he’s the Amitabh Bachchan on whose shoulders a big show like KBC firmly rests. Keeping Malik away from Indian Idol would have simply been good optics. But Sony, I think, have chosen to take a legal position than a socio-cultural and ethical one, and reinstated Malik. There has been a social media backlash, but it’s not of a proportion that cannot be managed.

     

    It’s unfair to call out Malik and Sony, because the decision is symptomatic of the larger concern on how #MeToo was more of a fad than a real change. And hence, we can expect more men accused in the movement last year to slowly get ‘rehabilitated’ over the coming months.

     

    Do we need #MeToo Season 2 to take forward the unfinished job in changing mindsets? Perhaps yes.

     

     

  • VIP Industries inspires consumers to fulfill their travel ambitions

    By A Correspondent

     

    VIP Industries is set to grab the attention of the audience with its new campaign ‘Where do you want to go?’. Themed on empowering travelling aspirations, the campaign has been conceptualized by Prasoon Joshi and Director of the Bollywood box office hit movie Queen – Vikas Bahl. The campaign also showcases VIP’s new 2015 collection which has an array of different designs, designed for weddings, holidays and business travel.

     

    The TVC portrays a story of a young girl who appears to be blind and yet is determined to travel across the globe. ‘Where do you want to go?’ touches on the desires of traveling ahead in life and motivating people to overcome all the obstacles. Taking the campaign a step further the brand has associated with Make-A-Wish Foundation of India which believes in fulfilling wishes of children with life threatening medical conditions. As a part of their association, every month VIP will sponsor the travel wishes of these children.

     

    Commenting on this new campaign, Radhika Piramal, Managing Director, VIP Industries said, “We in VIP believe that every individual would like to travel irrespective of their socio economic or health condition, as travel brings joy and experience of a different kind. This campaign is all about urging people to travel and explore. Therefore apart from exhibiting our new collection, we aim to convey an important message of travel through this campaign. ‘Where do you want to go?’ is an inspirational and emotional concept, close to my heart. We hope that people are motivated to travel by watching this campaign.”

     

    Prasoon Joshi

    Expressing his content towards the TVC, Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific & CEO McCann India shared, “Where do you want to go? is an attempt to portray the change in the new confident India through the differently abled whilst subtly displaying the new collection of VIP. This creative thought is built around celebrating the new emotions around the journeys that Indians are undertaking, and the story of the blind girl as a protagonist is a creative metaphor which represents the emotions of a new & bolder India that is forging ahead. The entire team has stayed true to VIP as a luggage brand which has always remained part of Indian popular culture and this commercial represents it contemporary role in the Indian society.”

     

    Speaking about the TVC, Vikas Bahl said, “Directing a movie is far easier than making an ad commercial. You barely have few seconds to convey a message as compared to the hours one has for a movie. ‘Where do you want to go?’ is based on a concept that will make you think of those who can’t normally travel but how it’s possible if you put your mind to it. I hope justice has been done to the concept through my direction.”

     

    Deepak S Bhatia, CEO, Make-A-Wish Foundation of India commented, “We thank VIP Industries for choosing to associate with our cause.to grant wishes of eligible children who wish to travel within India. This will help them be positive and restore in them hope, strength and joy.”

     

    The TVC is currently on-air and showcases ‘Verve Nxt’, a lightweight, stylish collection available in golden yellow. The campaign will witness a 360 degree marketing approach across all the mediums of print, radio, television, digital and social media nationally.