“Shave India Movement”- Hideous Marketing

Since, I have severely cut down my television hours I am not usually aware of the latest tripe it is feeding.

However, I was scandalized last week at a strange advertisement coming on a prime time business news channel CNBC-Tv18 .It had something got to do with shaving, they were asking women why men should sport a clean shave look, and the sponsors were none other than Procter & Gamble Group’s Gillette.

The highly spirited “Quit India Movement” was about saving the country from the Colonialist exploiters, getting rid of their goods. Now, the consumer goods conglomerate P&G has launched a similar sounding “Shave India Movement”, to sell more razors!! . Imported from Germany, sold by a US company.  Gandhijee must be turning in his grave, at this irony of his movement being a so called inspiration in the 21^st century, to capitalist marketers.

Few facts about, Mach 3 – is a German machine sounding, premier razor of the Gillette group. It is a niche brand for Gillette and it was priced at Rs. 240 apiece (an outrageous price), but with a change to mass oriented marketing, last month the price was revised to Rs.125.

Gillette has come with the most preposterous advertising campaign, to sell this. So what does this campaign consist of? Well initially it was just women they interviewed; asked the same questions and got almost the same replies. The ludicrous part is that the idea is not only coarse but also very hollow. What kind of creative, convincing, enchanting answer do you expect normal people to give to “Why do you think men should be clean shaved?” And the authoritative repetitiveness, with which this question is asked it, seems like it is one of the most pertinent question facing modern India.

 

Some of the lines uttered during these teaser campaigns “Yah the stubble is out of fashion, Men need to look just like us women (all most)… clean and well groomed. Shaved men look nice. Women deserve better looking men. Let me tell you guys out there how much women love shaved clean skin.”

And then if those interviews weren’t enough they roped in luscious bollywood stars Minisha Lamba, Mogdha Godsey and Neha Dhupia .

These initial teaser campaigns were still tolerable, but last weekend it translated to something uglier. One of our Prime English news channels CNN-IBN, usually concerned with providing us trenchant news, feed us with almost half an hour of a ‘TV sponsored featured presentation’ of this marketing campaign.

In the studio there was model Debi Dutta (seen in the Thumps up add.) along with hair stylist Javed Habib, and another female make up expert from Mumbai. All of them were harping on the same thing: ‘Men please shave’. Not to forget, the anchor for some reason had an uncanny American accent (I guess that is considered really meritorious when selling products through such slimy campaigns). Add to that Datta, was befitted with the honorary title of being the president of WALS. This dismaying term means ‘Women’s against lazy stubble’.

Javed (the professional) made what seemed to be an initial blip, when he mentioned that there is no harm keeping a beard, or stubble. Then he made an about turn, that “do so only in the case of a cut or rash on your face”, otherwise… otherwise it is almost evil, and you would look primitive (yah that was the tone in their voices).

Later, one of the speakers uttered these absurd lines by which you can get a feel of what I am talking about. “Men are being selfish they don’t care about what we want they just care about what they want. It’s a mixture of men being lazy and them not caring about the women’s opinion. It’s about time every girl/women stood up and took an oath and against this.” It would be better if these people use a similar diatribe to usher something more fruitful, probably more on the lines of some feminist movement.

And finally there was the slogan, for which they had rehearsed all this drama  “So Please go out there and get yourself a Gillette Mach 3  its out in the ,market ,it is now more affordable”.

This featured presentation also contained a made-up (off course because it is meant to be it is an add.) clipping of how girlfriend insists her boyfriend on shaving before going to a movie. Apart from that there were the same opinions, lame lines enunciated countless times.

It seems that a similar but low key campaign was carried out last year as well. The conclusions of the survey by Gillette done then were, ‘Clean shaven men are more acceptable to society and more loved by women’.

I understand network 18’s financial considerations, in such cases. But then you can’t feed the audience with mindless information in the guise of news especially on a coveted news channel. It is not only ethically outrageous, but even from what bit of marketing I have studied it is also a bad marketing decision.

 

[Great men who have found inspiration and love because of their facial hair. (from top)Karl Marx , the Father of Communism, immortalized as much for his beard as for his theories. General Ambrose Burnside( the Father of sideburns) Santa Clause( always loved & told apart because of his beard)]

A similar form of this, ‘paid content advertising’ has been thriving for quite some time in the print industry.  It is a known fact that many media groups especially the Bennett, Coleman & Co. Ltd. (BCCL), have floated businesses which provide services of displaying promotional content in the form of articles and even as a part of the editorial. Although it is debatable whether such content should be allowed to be placed in the form of news for both news papers and TV (now).However, an incontestable requirement is that they should be ‘marked’ in the case. So there is my question to the Network 18 group. Why barring the initial period, was there no message ticker/ bar corresponding this to be a featured presentation?

   Some might argue that this kind of healthy capitalist TV advertising     campaigns give you more choices and it’s up to an individual; indicating, I could have opted not to watch that channel at that time, or a step further I could have (as I already have) chucked the Gillette. I simply say, isn’t it a stupid idea to tell people that you need to shave because you will look good that way.

Since the past one year I have been observing odious advertising campaigns for consumer goods, especially Deodorants and sprays. There is absolute lack of creativity, and all the so called creativity that is there is lost in making sleazy sequences. But somehow I had tolerated watching, or should I say, skipping these kind of adds.  However now, I am left aghast at the new lows these campaigns have touched, with this Gillette ad series. Why do we need to bring just women models, to bombard you with their pleading voices to shave or to do other things? Everyone knows sex sells, but what everyone seems to have forgotten here is that it’s not just Sex that sells.

It would have been any day better for a major company like P&G to go without earning some profits instead of torturing us with an atrocious product selling campaign. After being sickened seeing this campaign, I am going to chuck my Mach- 3, which I have been using since the past one year and visit the old city to buy the good old knife-like single blade, and shave the Grandfather way!. Down with such devious advertising campaigns….

Wake Up Sid (2009) Movie Review

Wake Up Sid takes a look at the life of a youngster Sidharth aka Sid, who has a shirker attitude about life. The story starts with one -the one before our exams- dreadful night. You find Sid, sitting all prepared to study all through the night, something which obviously doesn’t happen. But, as is always the case, on such junctures there are so many things to crave on, from scavenging the fridge, giving wings to all possible imaginations. And yes the occasional nap, which most usually translates into the deepest slumber we can ever have.

 So, Sid is a rich brat (not in all terms) whose life revolves around…well, basically having some fun!!  , squandering his credit card to fulfill his fancies. Off course, our Sid also suffers from the getting late syndrome. Studies are a big no-no for Sid .One of his only goals is to somehow pass his exams and then…have more fun. But, Sid is also this childish, affable, boy. Visualize all the actors from the fraternity, and none but Ranbir Kapoor fits this role of Sid. You fall in love with his childish character.

Like all petrol-head youngsters, he has a dream machine (a Porsche Cayenne).But unfortunately, he is hooked by his Father, to participate in his business- something he dreads- if wants this machine. Oh the love of cars that all guys have, they would do the most improbable bitter tasks, to get their dream machines, but alas only if a girl doesn’t land in their life.

On his final day at college, he bumps into this aspiring Bengali girl, Ayesha. I like the way they break the ice, by the conversation that follows their decision to go for a walk. All of which seems precisely instinctive.

Somehow, the idea of knowing and helping this stranger excites and inspires Sid. So, when our Sid, flunks his exams, has an altercation with his father, and feels all lost and lonely, he lands at Ayesha’s doorstep. And they get into a -not the usual- live in relation.

The feel of the script, somehow reminds me of ‘Jane Tu Ya Jane Na’, although the storyline is definitely superior. The thrust of the script is on what kind of relation friendship can be, how at the core of every relation is a friendship.

Both Sid and Ayesha, (who is considerably elder to him) who never plan to get in a relationship, end up in one. So how does change happen? What moments can bring them close? What makes them realize the importance of each other? As an answer Ayaan produces a very subtle, realistic storyline. On almost both occasions Sid cries, he ends up crying on the shoulders of the girl, might sound very odd to some, but, these kinds of parts add realism to the story. The characters weave between moments of warm intimacy and insecurity, creating a storyline that brings to life all the complex and beautiful nuances of this kind of shared life.

After nearly starving, Sid decides to learn how to fry eggs and this part is funny. Ayesha makes Sid realize the value of life with a purpose (which definitely doesn’t lie in the skill of frying eggs!!) and finally Sid finds his purpose in photography. Sid starts working for a Magazine, where Ayesha works, has some fun at training, running around with his Nikon and to his surprise feels great about work.

After proving his worth as a photographer, he reconciles with his father and moves back home. But alas, still leaving a hole in his life, this time in the form of his friend. Finally, he manages to put back all the pieces together only to realize he loves his pal Ayesha.

Young bloke Ayan, really did his homework before joining hands with producer Karan. There is attention to detail in everything from Ranbir’s shorts, socks, sets, to the artists. Hey they even give a shot of an Autocar mag.  There are several shots, like the anxious shaking of leg by Sid, which show, how he build his characters.

Shankar-E-Loy’s music has a warm and soft touch to it; on instances it might remind you of the Lakshya tracks. The song ‘Wake up Sid’ is a great composition; it is fascinating to observe the way it helps to form the character of Ranbir as youngster Sid. Ayan does an interesting thing with a couple of songs, he places them in start and stop sequences, so the meaning is more communicative, impactful.

One interesting but not all that significant scene is, when Sid’s friend informs about his break up. It is pleasantly amusing the way they react to the whole incident. “Itna serious kyon ho raha hai yaar, it’s just another break-up.” A lesson for all ya broken hearted fellaas.

 Wake Up Sid is well balanced movie, it doesn’t try to pound you, with questions on ambitions or relations, it’s about sitting back experiencing the characters and their bitter-sweet moments. Although  it is slightly plagued by predictably, but subtle-suave sequences and the fun element, make it a great watch.

Kaminey (2009) Movie Review

After numerous failed attempts, some of which I’d regard as (close to) divine interventions.I finally managed to see, the much touted ‘Kaminey’, last week.

It is a flawless, fun- action caper. The intensity, which Vishal has tried to put in the movie, is visible from the first shots. The storyline is sharp, fast paced and simple. It revolves around the lives of two estranged brothers, and how their life collides under tumultuous circumstances. We all have seen our share of Ram-shyam, Seeta-Geeta in Hindi cinema, but this one packs a punch and makes some sense, at least.

One of them is F’ahid…oops…(just the hangover)..Charlie I meant .Who  is a  ruffian, and a crony of a bunch of Bengalis. Who have a penchant for betting and fixing horse races .Like any other ravaged youngster Charlie dreams of making it big one day, and  anyhow fulfill this obsession.

Both have speech impediments, none of which will curb your enjoyment. Rather whenever the things get out of hand & serious, they, their tongue fumbles, and it’s a treat for you (the way Shahid does it is awesome).

Guddu is the forever struggling kindaa guy, or at-least he thinks so. He is always involved in botched circumstances. The most rib-tickling scene is, where Guddu searches for condoms, & Sweety his gal, persists there is no harm for them to make out because….because.. “Main home science Kee topper hoon”...where did Vishal dig this out from!!


There is another one where, Guddu sings “Woh hai harimee, kutta, kameena,” to share misgivings about his brother.

In one sequence the Marathi politician lands up in the hide out of Charlie & engages in banter with his friend .You feel (from the very beginning), that something is going to happen. But, you know Vishal’s tinkering habit. He keeps flirting with the whole sequence. He has a habit to put hindrances in a scene which are at odds with the situation, masterfully .This is something visible in all Vishal movies, very subtle instances where in he plays with your emotions with the help of his characters .There is a series of repartee, boom!! , then there is surprise. These are the scenes which give his movies a chill factor.

Mumbai locales have been used to great effect. It helps put in perspective the struggles of a daily city life. Which eventually, play on the minds of all ‘Kaminaas’. There is an absorbing sequence, where the brothers are waiting to be exchanged between different criminals .On one side ,one of them is lost in relentless intimate conversations with his partner & on the other, one is pleading for his life.

Another intense scene, is a  fight between the brothers, at the end of which one of them (stronger one) is completely changed, by the animosity of events.

Shahid Kapoor sets a new standard in the scene, where he is races with the horses. I’d regard it as one of the hottest shots of a Male lead in the recent past. The frames are shot well and not to forget, Shahid gets a chance to flaunt his worked out body, in all its glory. This shot comes very frequently shown in film so you can’t possibly miss it.

I love Vishal for not forgetting UP walas in his movies .Here too he takes a rapturous dig at the Mumbai- UP divide, he rubs it in with great tact & wit. Like, he mentions the common contention, of the names Bombay and Mumbai.

I sure have to come to the much debatable title ‘Kaminey’. There is certainly no need lampoon it. It fits perfectly, there is no denying in real lives kaminapan has become so entrenched. Everywhere we go, almost each person we come across, there is always hint of a ‘kaminapan’. The movie, emphasizes this truth, so why brood!! .The last sequence personifies the ‘kaminapan’ all of us are so familiar with. Here everyone is out to extract their pound of flesh, dupe the other one. Here you find all the stimulating gun fights and the burning. (During all this F'ahid's words ring in your head “F’ala badee kaminee cheez hoote hain yeh paif’a”.)

All characters used by Vishal right from Shahid, to Priyanka & Tenzing Nima, not only fit well, but are surprise packages, especially the latter two. Also that no one could envision Shahid in a negative role that too such a raw one.  BTW Taashi (Tenzing) the drug kingpin, is actually a kind hearted tour operator in Mussoorie. Whose only relation to bollywood is his buddy Vishal. Priyanka who is usually seen with all the make-up possible, is seen here without it, in her charming 8 minutes. And her acting skills are laudable, yet again.

The gangsters have some freshness to their character as well, and they certainly don’t vex you. The gangster dialogue of the movie, which is albeit slightly cheap, (so all the more, I have to mention it) is “Tashee sahab yeh aapsey kenhna chahta hain keh aaj sey yeh aapka dogge hain.(Tashii) But I like bitches, kuttey toh bohat hain mere paas, Shoo away”.

As the end approaches in such a film you are left wondering will nobility win – or will the kameenas prevail. You get a slight shocker from Vishal (that last Vishal touch) in the penultimate scene. When the baddie brother ‘Charlie’ ponders to choose the righteous path, with the noble words of his brother ringing in his head and gets shot down.

Probably Vishal simply wants to convey, if you choose the not so Kamina life you should be prepared to get hit and strong enough to rise.

Writer director lyricist Vishal, the Indian ‘Quentin Tarantino’ scripts another original stunner. He has successfully managed to add a whiff of freshness to the genre of the action thriller movies, in Bollywood with 'Kaminey'.

KING 'khan' returns home!! amid fanfare..

Mumbai, Aug 18: Shahrukh Khan made some candid,witty confessions in a press conference on his return from the US, on his immigration checking controversy.

Khan said that his first impression, when he was told to move aside and go with an immigration official, was that he was going to be escorted as a VIP, by the official. And that he merrily mentioned this to (his security in charge) Subash. Khan added that as he was taken from one room to another, he felt unpleasantly surprised ,when he discovered what was actually taking place.

Khan also said, that the interrogating immigration officer asked him that was he a 'rock star' and that he looked like one, Shahrukh clarified to him that no he was just an actor. Shahrukh said that he was much scared that he might quip something that might annoy the interrogating officers. So he tried hard not to be humorous and answered all their questions honestly.

Later in the press conference Shahrukh responded to a sore question, 'that Shahrukh's immigration checking was used a publicity stunt', according to Amar SIngh. Mr. Khan strongly remarked "Jinka dimag ghatiya hain, unko yeh publicity stunt lageyga", in the same breath he humorously added that added "keh mein kuch gandha bolney (abuse) jah raha tha , garbar ho jatee".

Shahrukh made it clear "I don't want to sound pompous. But I don't need any publicity stunt to be in the public limelight. The name Shahrukh is enough. I won’t ever indulge in such a cheap kind of publicity". Shahrukh said "I am a self made man, and I am proud of it."

Shahrukh answered smartly, when asked about Salman Khan’s reported comment that security checks (like the ones Shahrukh went thorugh) are no big deal. Shahrukh prudently said,“He (Salman) is perfectly right when he says that, because everyone has his own experiences, which make him form his/her, own opinion about things. To me this kind of checking was new and that now he won’t be perturbed if he experiences anything of this sort, again.” When pressed on the issue Shahrukh added that “no one is against me, it’s just that everyone has a right of opinion on these things, and so does he (Salman)”.

Shahrukh also said that he doesn’t consider himself special when it comes to following security rules. He repeatedly pointed out that he was like any other common man. Especially if he is in a foreign country (US), he has to follow common mans rules there. He said that if he is India everyone still knows him but there (in the US) it has to be a different story.

Khan also wittingly added that perhaps he has not worked very hard till now, that the immigrations officers in the US didn't recognize him, and that he should work harder so that he is recognized next time.

Look at Love Aaj Kal (2009) Movie Review

Love Aaj Kal (2009)

Smacking script with loads of one-liners- giving those apt-now sophisticated- hinglish touches & topped with some funny aam admi(mango people) one liners .

Takes a pulsating, refreshing look on new age relationships- right from “ghar walo ko kya lean dena (mein kiss ladki ke sath ho)”...And thank god they don’t show the sight of any gharwala.

No knock out fights in the ‘Love aaj’ to spoil the story which is what they (writers) , ended up doing usually(till very recently) .Instead if you are the kinds whose appetite doesn’t get fulfilled till you get that dose of lath-Ghonsa then you can gladly turn back to ‘Pyar Kal’ ke kahani (which runs parallel).

Some might argue that the initial romance is not involving/emotionally engaging & that you don’t get a feel of the characters (that is what I also felt!!!...just initially though) but that’s how it actually works this what Imi wanted to hint at (Imi wants to say -People today get into a relation more so based on the attractive quotient and zoom they go till their love life blossoms, so if there is some temporary hick-up it all comes crashing down).The depth of their relation is has to be portrayed when they characters are apart that is the thrust of the script. It serves no purpose to dwell on the beginning of a relation. So it had to be as fast as Imi portrays...

Similar is my take on the second half…some people, I guess sickly wanted it to end the old way right there on the Mandap’en all...No way, Imi doesn’t trouble you with that... BTW if you really want to check things ending up-on near the mandap again turn back to Pyar kal story.

The other story (pyar kal), which runs parallel this story, never over bears/imposes itself, it goes with the flow… Rather than being a hiccup it continuously adds a new dimension to the Love Aaj story along the way, together to make a wholesome package. Some golden things as always remain rooted in both the ages & that is what moves the story.

You also don’t ever get a feel of the movie getting slow, you are just taken on a winged ride with the most cerebrating questions about relationships popping up here and there. Sometimes you end up wondering is it really that bad these days? Or take a vantage view of the same when both Jai & Meera walk into a new relation at the turn of a button.

Dep’s character is personified wonderfully on two heart wrenching occasions -one when she suddenly volleys at her Husband “Mujhey abhee Jai sey Mil keh sabh fix karna hain”, and the poor guy stands all morose…but haah.. I loved it when some people expect in this scene that he is going to slap her at all her swearing, sigh he gives her his hand to walk out. Dep says one very innocent and chillingly touching line in the same scene where she accepts her fault by marrying him-“mujhsey bohat bari galti ho gaye mein tumse baad mein maafi maang loongi”.

Second one is at the end (last scene),when she is replying to Saif in a shrieking voice & with the change to a close up shot she suddenly bursts out sobbing … u actually want to go out their hug & console her.

Spectacular locales give you an intercontinental visual treat. Be it the beautifully recreated Chandini Chowk, or the Chowk Café by the Thames. You get a nice pulse of all the places the characters are depicted.

Saif’s yapping habit is also captured in riveting fashion- once when the couple cordially decides to break up and lead a happy life. On the second occasion he does it on a serious note wherein he meets Dep in a very incongruous setting on Dep’s wedding day.. On each of the occasions Dep’s character gives him space, Saif just keeps rolling his tongue and you love it.

All the songs are used with beauty and chic, to pace up the story. Imi really believes that music is a vital medium for expression and works on it to the fullest. Imi worked hard with Irshad to produce lyrics capturing pathos through lines like -“Tera mujhey kar jati hain dooriyan”.

The choreography especially of the ‘twist’ (and chor bazaar too) track is as refreshing as the script. I guess Saif got well worth his money, for his 40 odd takes for this song. Full of nice detailing touches, right from the bhangra & the Bobby giving a shake. Even the old Nagin tune seems to be there with a purpose, (to highlight the shadow of previous generation Veer in the new age Saif).. This song defines what Saif character is, with very appropriate lyrics “kar gaye talli aankh waankh si lad gayi”.

But, you are left appalled, when the song Main Kya Hoon starts playing …What’s wrong with Imi how could he go so terribly wrong…after a wonderfully played out emotional build up by Dep, (wherein she is crying)...Then boom this song in which Saif is talking about his aspirations “Abh Jana mainey Jena kya hai kya hai pura hona khwab ka…”. But hold on here is a wonderful plot hidden here and everything falls in place at the end of it. The wide eyed lad ends up with a groggy, bearded & blown out of his mind…this song is remarkably shot and edited.

The movie should really live up to all the damning expectations; the music is scintillating and is here to stay. Even the not so popular track “thoda pyaar”, which most of us would readily skip before seeing it in the movie.

Some might argue that it is takes to many cues from the cult DDLJ & Dil Chata Hai. But then aren’t these stories which define contemporary Indian romantic movies. So, subtle references to them only make the movie more complete.

Imi’s forte, the script has kept pace with piling on the perfect contemporary lingo. Not even a pinch was overdone or left uncooked,(no excesses) in the storyline . Yet, Love Aaj Kal as simple and poignant a romantic movie you must have seen in recent times. Even (not so known) Harleen’s small character has been worked out well; she carries an exquisite expression and body language.

All together it is cuddling story, with interesting plots. It has much more finesse than Jab We Met, or Socha Na Tha. Although one should not make the mistake of comparing each of them, they have dissimilar storylines. But Imi’s specialty lives on-as usual, so many people still relate with the characters of the movie.

Striking Scenes:

Scene where Saif introduces Dep & both of them are left looking at each other searching “Girlfriend??…Tum meri girlfriend hoo??( Tum meri ho kya?”)..

Off course one can’t forget the break-up conversation at the caffe.

Pyaar kee gyan bhari batein of Rishi Kapoor especially one where he says -that aaj kal ke generation kee yahi toh problem hai “Hamare menu card mein toh aik hee dish hothe thee Aaj har cheez ke hazar kism hain”- and that’s why you end up end messed up.

Harleen, changing her side on the moving train, so that Veer could see her.

When Meera lies to her boyfriend, about being with a Taxi driver, than admit being with Jai.

When Jai Meera text each other remarking about their partners.

*Rider As I read it somewhere this movie might not appeal that much to the masses but to the classes, so if you are Aam junta (I hope that doesn’t include any of my friends) you might not return all that glad...