“Ideas Mela” – What an Idea Sirji !!! Part – 2

In the last few years, in airports across the world you cannot just miss one thing. The ambience at the airports may be different, the service levels may vary, but one thing which was common was the HSBC branding at the “Aerobridges” whether it was Los Angeles, London, Delhi, Singapore, Honk Kong or Tokyo.  I’m not sure of the year when it started but if my memory serves me right, it could be 2010/11 when HSBC kicked off its global campaign positioning itself as “The World’s Glocal Bank” and the one of the main medium they chose to carry this message across was the “Aerobridge” at most of the international airports across the globe.  In line with the campaign theme of being a “Glocal” bank, while the medium and treatment were unified on a pan world basis, the creative itself was localized and changed from one country to another.

Aerobridge Exterior

Aerobridge Exterior

Aerobridge Interior

Aerobridge Interior

So much so HSBC earned the moniker – “Airport brand”!!! Though there is nothing novel about branding in airports and this would seem as just another OOH  ( Out Of Home) medium this “Glocal” execution of the campaign simultaneously as I understand in some 25 odd countries in may be around 100 airports certainly falls under the “What an Idea Sirji” category.   In my earlier blog post – “Ideas Mela – What an Idea Sirji” ( read here), I had touched upon a few campaigns which used media innovatively to carry their message across. In this post, I am talking of a few more such ideas which I came across and felt worth sharing.  These are not creative ideas perse’ but ideas where the media chosen were different and hence groundbreaking.

  • Continuing with Airports, in the post 9/11 era we live, going through the long security drill seems unavoidable. As part of this drill is the need to remove our laptops/Tablets,.. and put them in trays for screening. These trays have become a novel branding medium. I don’t know which brand hit upon this first. But now I see that many travel websites like makemytrip, expedia, goibibo,.. have likened to this idea and may be sponsoring these trays and branding them. Airports, travel and travel websites are all related and it seems to be a great idea for these brands though I see a trend of all travel companies jumping into the tray b(r)andwagon and hence may not be so distinctive anymore.
makemytrip trays

makemytrip trays

 makemytrip

  • There was a time in India when immigration counters at airports use to be chaotic to say the least.  Particularly when you are returning home after a long trip you rue the thought of spending an hour again in the maddening immigration line upon arrival.  Some people believe it is unruly even now. But I for sure feel that there is a marked improvement on this front in the last 5-6 years. Wait a minute, why I am talking of this here??? Well part of the solution to the problem apart of training of the immigration staff,…,… has been the introduction of a single line at the end of which people are directed to many counters.  As you stand in the line and wonder invariably of the Incredibility of India, you cannot just miss the branding on the rods which are used to form the line. (Sorry no picture due to security reasons!!)  Thomas Cook was a pioneer in this and used this medium quite well which I feel is inventive. Again, immigration lines, airport, travel, Convenience, Thomas Cook all conjure up an association in the minds and I thought it was a great idea for a Travel company.
  • Airports are not the only place where you stumble upon great ideas. You could in Multiplexes too and that too in obscure places like “loos” like I did.  “Dixcy Scott” a men’s innerwear brand found some strategic spots inside the Men’s washrooms for promoting their wares. I was surprised first, amused later and was impressed finally to find posters with captions like “Aim and Shoot”, “Size doesn’t matter” and “Do not give into pressure” placed just above the wall mounted men’s urinals.  These apparently staid copy lines bring another dimension when placed at the right place. So much for “placement”. Surprisingly I saw this campaign only for some time and I don’t see it these days.
  • When you talk of Ideas and Innovation it is seldom that Fevicol and its ilk get left out.  This time it showed up even in the “Online” space.  In April/May when the spot fixing/ match fixing drama in IPL was dominating the headlines in India, this idea from Dr.Fixit – a Fix all adhesive product from Pidilite was kickass. In that period whenever I was googling for any news on match fixing, IPL,.. invariably I tripped on banners for Dr.Fixit routinely on the side. I noticed this casually once and then when I repeated the search, I found the banner appearing in other IPL related sites as well which left me quite impressed on the smart SEO/SEM work.  See for yourself the visuals.

 Dr Fixit,Online Innovation,052013Dr Fixit,Media Innovation,052013,2

  • In recent times, one can say that the film Chennai Express was a case of a clear box office hit made possible by some great marketing. A film with not so great/unique story line and many other fault lines which could have ensured it to be a box office dud (looking at past films of this ilk) turned out to be one of all time big grossers. And certainly the big bang/big buck marketing blitz and PR played a great role in this.  One piece in this marketing spend which caught my attention was the use of “Train” like cut outs (see pic) with branding of the film inside multiplexes couple of weeks before the film release. The windows in trains which you usually see were replaced with LED displays (like TV) and were continuously feeding promos of the movie including song clips, trailers, Making of the movie,.. As people were waiting outside the movie hall this was a good opportunity to grab eyeballs and generate a positive buzz about the movie and it certainly did. The film took to a great opening and as the cliché goes rest is history. History will record Chennai Express as one of the top movies of SRK.

Chennai Exp Media Inno,Mumbai,082013

  • Staying with filmy stuff, watching Mahabharat on TV every week was part of my growing up memories. Sunday morning was the time to roll on the highways and take some sunbath as you will find no traffic when Mahabharat was on air. Some people attempted to re-create Mahabharat on TV this time on 3D. So the 16th Sep edition of the Times of India carried a full-page ad for the serial Mahabharat. Along with the paper a 3D glass was also given away. Again a different dimensional thought to get some TRP going and for sure a great idea.

Now I’m not sure if the TRPs soared or for that matter if the said channel is continuing with Mahabharat as of now.  Similarly I am not privy to the sales revenues after the above so called great ideas were unleashed. Hence the often heard of “What an idea Sirji, but no impact on sales Sirji” remarks in the corridors of corporate houses and facebook walls will continue and keep us busy.  Nevertheless Great Ideas need recognition and celebration. If you have come across some interesting use of medium, please do share here.

Postscript: There is one more media innovation which I missed to cover here. That is of the use of “Modi Masks” during the last Gujarat State Elections. Among other things it certainly contributed in building the “Modi Persona”. It will now be interesting to see if the “ModI Kites” which have been unleashed recently, help in soaring of the BJP/NaMo fortunes in 2014.

modi mask

Advertisements

“Firrr wahi Bokwas Stereotyping???”

For the uninitiated, Tarak Mehta Ka Oolta Chashma’ is a very popular Hindi comedy caper which appears 5 days a week on Prime time and many more times through the day on SAB TV.  The long running show extolls the virtues of harmonized community living in a housing society in Mumbai. Therefore the central characters range from a Gujarati family where the husband is predictably a trader, a Maharashtrian family, a Sardar (Sikh) and Parsi couple – the Sardar expectedly runs an auto garage, a South Indian Iyer and Bengali couple where the man is a scientist and so on. The show takes stereotyping and caricaturing to Himalayan heights. The Sardar is shown as a loud, short-tempered and emotional type who breaks into a fight at the slightest provocation while being good at heart.  The Gujarati trader is shown as one who is money minded while being respectful to elders and of course good at heart. The South Indian Iyer is a scientist and supposedly intelligent, appears with a Vibhudi (holy ash) smeared face even early in the morning, talks in highly accented Hindi, drinks coffee all the time and of course is dark-complexioned.  One can excuse this daily opera as the title itself claims – “it views things with an oolta chashma”. When you are day in and day out watching this and learnt to ignore and  enjoy, other small inanities like what features in SRK’s latest journey ‘Chennai Express’ don’t bother you. But when the trailer for the same hit first and later the film hit the marquee, I could see some uproar in the online space not that these matter now as the film has more than collected its quota of crores. (Read this)

Frankly I’m not surprised by this noise. This is not the 1st time a SRK film sort of pokes at  South Indian sensibilities. We saw it in ‘Om Shanti Om – where SRK is shown appearing in a South Indian film and spitting some ludicrous Tamil dialogues like “Enna Rascala”,…,… Enna Rascala ??? In which part of South India can you hear this?? Then of course in ‘Ra One’, SRK is a Subramaniam and yes is a geek and stuffs noodles mixed with curd using his hand. And many more frivolousness like that.

The blame award for setting this stereotype of South Indians in Bollywood films and Hindi serials and therefore in the minds of Indians by and large must go to that talented comedian Mehmood in the movie Padosan. If you want one good example for comedy of errors – this could qualify well for it. Mehmood’s character is one Master Pillai (usually a Malayali surname), a Tamil music teacher who keeps saying “Aiyyaiyo”, his makeup is with ‘Pattai vibhudhi’ (lines of holy ash) and speaks Hindi in typical Andhra style. When this movie a good comedy became a super hit, no one could stop the ‘aiyyaiyo’ juggernaut since then. So much so that later in Amitabh’s Agneepath, Mithunda plays the role of ‘Krishnan Iyer YAM YAY(MA)’ and mouths Hindi dialogues in the same way as Mehmood in ‘Padosan’ and even waltz away with the National award for best supporting actor that year.  In both these cases and in fact many more to follow, film makers have just taken the easy route of painting all South Indians in one ‘Madrasi’ brush. That Hindi is spoken completely differently in the 4 states of South India seems to be a best kept secret.

st1

The second best award in this category must go to that Quick Gun Murugan” a character made of mostly inaccurate Andhra/Tamil/Kannada/Kerala clichés.

The response to the uproar to ‘Chennai Express’ was very much in expected lines. Why should South Indians take offence so much to this stereotyping? Don’t Hindi films regularly take potshots at Sardars, parsis, Gujjus,…,… Don’t you guys show Hindi speaking North Indians in poor light ever? So what’s the big deal in this?

My own issue is not with stereotyping or caricaturing per se. Comedy genres in general allow for stereotyping. But my appeal to all writers/ film makers whether from North or South is “For heaven sake, please do your research properly”

  • A white cloth worn by men around the waist in South India is called “Veshti” in Tamil Nadu, “Mundu” in Kerala and it’s never called a “lungi”!!! Lungi is a coloured version of the same. And both are completely different from a sartorial standpoint.
  • All South Indians are not the 24*7*52 vibhudhi smearing types.
  • “Tum aatha, mai jaatha” may be prevalent in Seemandhra/Telengana (with due respect to the upcoming new states) but not in Kerala or Bengaluru. Hindi accent varies from state to state in South India as much as Hindi dialect contrasts from Punjab to MP to UP to Bihar.
  • “Aiyyo, Aiyyaiyo” are not pan South Indian exclamations for God’s sake. They are restricted to pockets in Tamil Nadu/Kerala

I can go on and on.

Just yesterday I watched the newly released ‘Madras Café’ and came out very impressed by the whole film. Here I must add that the kind of detailing and research which have gone into casting, characterization, dialogues,… deserve special mention. Tamil characters are shown speaking in Hindi but not of the Deccan “aatha/jaatha” variety.  Of course this movie is no comedy caper.  My point is – go ahead with stereotyping and typecasting. But do that with some accuracy and after some research.  Watch out for changes happening in the horizon and don’t get stuck with age-old stereotypes. ‘Padosan’ was released in 1968 and this is 2013.  And I am a South Indian and I’m not a geek, Mr SRK.

Postscript: This was a joke narrated by a Parsi gentleman in my earlier company many years back and the joke goes like this. His brother a very accomplished chef associated with the Taj group of hotels was posted in Madras when Taj Connemara opened shop in the city. After quite a lot of research on the Tamil’s eating habits, they came up with the menu for the buffet dinner spread. Once the hotel kicked off the master chef was keen to hear people’s feedback on the food. So in the 1st few days he personally talked to patrons and what he heard was not music to his ears. They kept improving the food, dabbled with the menu,… and still the response was not exciting. Finally he decided to ask some of their own employees to taste the food and tell what is/are wrong. There he got the answer which was:

“Sir the food tastes fantastic, the spread is great, priced right but where is the thayir sadam (curd rice) Chef ??? “ 🙂 🙂 🙂

Chennai Express heralding a new arrival ???

I haven’t watched the latest blockbuster Chennai Express yet. But from all reports, it is certain that it is “right on track” to set a few collection records.  SRK can now relax and breathe easy after his last few tame “derailed” outings as per his standards. Though Rohit Shetty’s pudding this time is not a rehash of a South movie (that’s what I believe), it has all the trappings of a typical masala potboiler of Tamil or Telugu.  Watching the trailer was enough to get to this supposition. This means that here’s another movie joining the now getting longer list of Ghajini, Dabang, Singham, and Rowdy Rathore, … which are basically pregnant with “Southisms” but have impressed the Bollywood movie goers by far.  Another point to note is that these have been big grossers not just in B and C Centers (Small Towns and Villages in Film Trade lingo) but also in A Centers like Mumbai, Pune, Delhi,…

That brings us to the main question I want to raise through this blog outing, which is – “Is the Angry Young Man” of yore getting back with a vengeance in Bollywood?

Salim-Javed (Salim Khan-Javed Akhtar) the famed writer duo of Bollywood is credited with the creation of the original “Angry Young Man” in Indian cinema thro Amitabh Bachchan in the 70’s. This was when the films in which they penned the screen play like Zanjeer, Deewar and Sholay,… were super-duper hits and had Amitabh playing the protagonist taking on the system and not necessarily playing by the rules.  This led to many observers conjecturing that the “Angry Young Man” (let’s call it AYM) was a reflection of those times. The youths of that time were getting restless with the joblessness and issues like that and were preparing to take the system head on unlike in the past. Incidentally I must add here that in one of the recent interviews (Walk the Talk with Shekhar Gupta), Javed Akhtar candidly admitted that they had no clue that they were mirroring the society or such thing like that with their main lead characterisation and that they were frankly amused by the various theories that emerged out regarding those movies and the characters. Watch that interview here if you like.

Since it is not uncommon for movies to just follow a trailblazer, scores of films ensued with the AYM theme in Hindi with other actors as well. And not surprisingly this trend crossed state boundaries and soon we started seeing the “Angry Young Man” in Tamil (Rajnikant), Telugu (Chiranjeevi) and “even” in Malayalam (Mohanlal) (I say “even” since generally Malayalam cinema is associated with serious literary influence and low budgets) And like any trend which gets flogged to death, the AYM story also got beaten to death and soon faded out in Hindi. Another point is, by this time Amitabh Bachchan though may be angry was certainly not young!  One hears from the knowledgeable that the period (80’s) when the Angry Young Man was on his way out, was a black-out dark period for Hindi films when originality hit a rock-bottom in Bollywood. And the AYM times eventually made way for the romantic Yashraj era in the mid 90’s and with that the quintessential “I am Rahul (IAR) era with SRK bbbbbegan!!!

But this was not the case in South. The AYM never really cooled his heels. The mantle of AYM got passed on from one star to another but the theme itself never failed to reverberate with the masses. For example in Tamil movies from Rajnikant to Vijaykanth to Vijay the AYM flame continues to burn to this date. Same in Telugu.(Chiranjeevi to now his son Ram Charan Teja starring in the Zanjeer remake by the way). In Hindi the wannabe “Angry Young Man” – Sunny Deol couldn’t keep the temper alive though.

In the last few years, as I wrote in my earlier blog The “Punch”ing of Bollywood,( you can read here) a reversal of trend is seen happening. That is of South film makers, technicians and accordingly South styled films making a punching impact in Bollywood.   My point was that increasingly we could see the South way of film making in Hindi films characterised by “Punch” Dialogues (“Ek baar maine jo commitment kar di, phir main apni bhi nahin sunta”), Loud villains (Prakash Raj), Louder sickle wielding henchmen (Ghajini), lead character with a moustache (Rowdy Rathore/Singham/Dabang), unbelievable but breathtaking action sequences(Rowdy Rathore,Ghajini), Garment flapping choreography (made popular by Prabhu Deva – Just closely watch his choreography and you will notice that the dancer will flap one garment or other for sure),…,…  But one main thing I missed in that hypothesis was the presence of our “Angry Young Man” in the centre of it all.  And it is no wonder that the Southern film makers have carried along with them the long-standing successful theme out there and brought the “Angry Young Man” back to life in Hindi films!!!   

When these guys come to Bollywood and become successful, can you leave the natives behind? So you have our own Rohit Shetty who has emerged as the new champion of the AYM in Hindi cinema post Singham. As I confessed in the beginning, I haven’t watched Chennai Express yet.  But I feel that in the lover boy Rahul who is seen as prancing around that good-looking Meenamma there hides an AYM though aged 40 in SRK!!!

One of the main differences in the AYM of the past and today is that apart from being brawny our “AYM-Ver. 2.0” is brainy as well.  Hence outwitting the villain happens not just by muscle power but combined with brain power (Wanted, Singham)!!!  Oh yes, there are now a few Angry Young Men to count on and not just one! (All in their 40’s 😦 ) And increasingly my hunch is that the films with the “AYM” theme will keep setting the box office on fire.  The re-emergence of AYM again in Bollywood may be resonating with the socio political climate of our times I guess. The youth is again getting increasingly frustrated of what is happening in the country – Lawlessness, Corruption, Terrorism,…   and indeed with their helplessness to make any material intervention. The AYM themed movies give an opportunity to the youth and actually all of us to fantasize on what you want to do but unable to.  So ladies and gentlemen, in this era of increasing youth anxiety about their future and their country’s, brace yourself for a flood of movies with anger smeared all over them.  Not surprising in a world where even children are fixated with “Angry Birds”!!!

chennai-express-story_062413021112

Tail piece: In a couple of weeks from now the original “Angry Young Man” will again the hit the screens though as Angry Old Man in Satyagraha!!!  Wishing him and the film good luck!!!

And I hear that Rohit Shetty has been given Honorary lifetime membership of “South Indian Film Directors Association” 🙂 🙂

Now for the twist : It is a fact that AYM is back in Bollywood. However it may be stretching one’s imagination by far if it is attributed to Chennai Express!! But that was the intended pun 🙂 like the film’s PR team was doing in the run up to the film plugging every possible story bit (Eg – Lungi becoming a fashion trend,..,…) to promote Chennai Express !!!