Another Day
© Mahesh Ramani 2008
What is life? A cocktail of memories, some sweet, some bitter, some dreams that were realized and some that sadly remained unfulfilled.
© Mahesh Ramani 2008
A BUSY THURSDAY
Thursday evening as I am returning home after work, I get a phone call, and I am informed that my aunt is hospitalized. A distant aunt(do not ask me the exact relation), she is still my aunt. I visit her at the hospital, her blood sugar had increased and she had complained of chest pain and nausea. The doctors conducted their usual round of paisa-vasooling tests and advised her to be admitted at the hospital for three days.
I was dog-tired and with one more visit to the hospital on Friday, I had to take a day’s leave at the office.
All is fine now, aunt has returned home and everything is fine with the world.
MEGA PROBLEMS FOR THE NANO PROJECT
It started as a dream, which became a challenge, which was met with skill, and overcome, when the Nano was unveiled at an automobile expo. The world stood up on its feet and congratulated Ratan Tata and his team of engineers for his remarkable feat. A car that would cost just Rs 100000/-.
West Bengal welcomed the Tatas with open arms and land was procured to set up the automobile plant. There were protests, shootouts, mob violence, killings, political mud slinging, and other hundred problems; but we were sure that sanity would prevail and the Nano would roll out of Singur.
Mamata Bannerjee and her Trinamool Congress ensured that the Tatas would leave Singur. The factory has not opened for the past three days. The foreign technicians working on the project have returned to their respective countries.
Who wins?
No one. West Bengal has lost its credibility to woo any potential investor. Many local youth who had secured jobs at the Nano plant are uncertain of their future.
Tata will roll out a limited number of Nano cars from its Patnagar plant in Uttaranchal, which currently manufactures the ACE brand of commercial carrier vehicles.
The future looks bleak and the West Bengal government is going to end up paying a high price for this unfortunate turn of events.
He stood on the beach, silent and sad, he took another swig from his bottle of rum, the drink felt bitter, it was his third bottle of the day, and he was drinking to forget her. He stared at the sea and thought of the evenings the two of them had walked together hand in hand, admiring each other discussing a common future.
All those were just memories now; she had left him, gone. Not even a hint, that she was leaving him, no message, no e-mail, no goodbye, she had just dumped him. A colleague said that her marriage had been fixed and she had left for her native village.
He had been devastated when he heard the news, even mulling suicide. Then he comforted himself-“Let her out of your heart man, maybe I didn’t deserve her.”
He finished the bottle of rum, walking dangerously close to the sea, and flung the empty bottle into the sea.
He cried out loud, “Have a great married life.”
He collapsed on the sand exhausted and intoxicated.
Three days later some fishermen found his body that had washed ashore.
One more love story that ended on a sorry note.
REPRESENTATION OF WOMEN IN INDIAN ADVERTISING
“A pretty face almost always sells a product.”
This perhaps is the sole motto on which the Indian advertising industry runs. If it is a premium bathing soap that is your product, get a young actress, throw in a waterfall or a lake, a ‘just about there’ dress, pulsating music in the background, and get the pretty young thing to prance in the water; and hey presto! You have got your advertisement. Does the summary ring a bell? That was a description of the Lyril ad that launched Preity Zinta’s career; she captured the imagination of millions with her dimpled smile and cute looks. Sadly the rumored botox treatment has made her smile artificial today. Then all the Lux soap ads with the beauty queens of each era-Dimple Kapadia, Karishma and Kareena Kapoor, Aishwarya Rai, and then they did a complete U-turn and had Shahrukh Khan surrounded by a bevy of beauties selling Lux soap! Yuck! The height of metrosexuality.
The soft drink ads-Aishwarya started with Pepsi then endorsed Coke, now we have Deepika Padukone endorsing Pepsi.
Then we had the ads for detergent powder, washing soap, and dishwashing soaps.
Some ads that remain fresh in mind are:
The Washing powder Nirma ad.
Ariel ad where in the lady says, “Daag dhoondte reh jaooge.” The small boy who appeared in that ad is none other than Kunal Hemu who is a Bollywood hero now, with three or four movies to his credit.
One particular ad that brought out the wonderful relationship between an old lady and her grandchild was the Borolin ad, I do not know how many of you remember it. It had a wonderful jingle that went “Antiseptic cream Borolin, Borolin, ting.. ting.. ting”
The Rasna ad where the chubby little girl says “I love you Rasna.”
An all time favourite ad would be the one for Woodwards Gripe Water, three generations of ladies describing the merits of TTK Woodwards Gripe Water-
"Are kya hua?"
"Bachcha roraha he"
"Tum use Woodwards gripe water kyu nahi pilathi? Jub tum bachchi thi, toh me bhi tumhe wohi pilathi thi"
These are all examples of some of the good old stuff of Indian advertising. The current trend of using women for products not related to them at all isn’t healthy.
Why do you need women in an ad for men’s underwear?
The Lux Cozee underwear series of ads is extremely insulting and the Regulatory Authority was correct in its decision to ban it. A woman is shown washing a brief and fakes sensual pleasure in her action as other women stare at her. Downright cheap!
Similarly I do not understand why you need a woman in an ad for a Gillette Mach III razor.
Women continue to be used as glamourous accessories to sell a product. It is the same sorry story with the Bollywood film industry. They used to run with the hero behind trees, now they wear swimsuits and run on a beach in Bali or Phuket. They are very few movies that give women a solid author-backed role and give them a chance to showcase their talents. A bit of a lengthy role and 9 out of 10 the lady gets to play a negative role.
The government has to take strict action against producers who portray women indecently. A movie is branded as adults only, but what about ads that are broadcast on television. Some ads border on sexuality and make veiled comments. Remember the rediff ad. “Is it really big?” Or Bipasha’s Panasonic mobile ad, “I will dance with the man who has the smallest?”
Somehow I find the ads for all the sanitary napkins strange. Do we need them to be advertised, same for underwear, people know what essential to buy and use.
The consumer is not going to be coerced into buying a product because a beautiful woman or for that matter if a hunk endorses it. They might try it once but if they do not find it satisfactory they are not going to use it.
It is time that sensible ads were made with women being given respect.
I guess that will not be accepted by the ad gurus and celebrity endorsements won’t work, so things will remain as they are now. :)
Happy Birthday!
Happy Birthday my dear blog. Three years in the blogosphere.
Thanks to all the readers and friends who make suggestions and comments.
Bye for now!
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