25 Years of a Cult Classic

After finishing my usual dose of 4 newspapers this Sunday morning in under 30 minutes I was absorbed into the latest issue of Tehelka!

Read an engaging write-up by Naseer on Jaane Bhi Do Yaaro!! It completes 25 years! It may be a cult film today. Back then, during the making of the movie, Naseer says it was insanity. Read the complete article here as Naseer looks back on the gritty elation of Jaane Bhi Do Yaaro...

Jotting down a few lines that stuck...

1. In those days, the titles of films were not identified by abbreviations, we just called it “this f—-ing film we’re shooting now”. It was the pre-monsoon summer, the locations were the streets of Bombay...

2. The script of Jaane Bhi Do Yaaro seemed to have been revealed to Kundan Shah in an inspired moment of transcendental, if not downright hallucinogenic, lunacy. I had never read or seen anything like it at the time, and while I was not absolutely sure that it was even coherent, I itched to have a crack at it.

3. THE FILM was not an immediate success, but over time it has come to have a sort of cult reputation. I think it has struck a chord with audiences because of the unassuming way in which it speaks of corruption and the struggle of the underdog. None of these themes were novel, but Jaane Bhi Do Yaaro’s off-centre presentation caught people’s fancy.

4. What is not funny, however, is the question of why Kundan can’t follow it up. Talk has been rife for too long about a sequel. Only the man himself can answer why it hasn’t happened. And he’s not telling, but I think what he’s not telling is that to be able to generate that extreme and that intense an energy from that many participants takes some doing: it’s tough to summon that adrenaline on demand.

5. For those touched by it, the memory is goose-pimply, it causes sweat to break out on the brow, the blood to rush to the temples and the knuckles to go white. So actually, instead of vainly hoping for a sequel, let’s just give thanks that this one actually happened.
(From Tehelka Magazine, Vol 5, Issue 34, Dated Aug 30, 2008)

Made me want desperately to watch Jaane Bhi Do Yaaro yet again and soonest...

Phoonk and Ramu's Marketing Stunt

I love Ram Gopal Varma for his crazy and scary movies!! Though I couldn't muster enough courage to see RGVK Aag(came back from the ticket counter:-)

I was not aware of this movie promotion for Phoonk! My planner, Sonal just pointed out! Apparently Ramu is going to give 5 lacs to the person who watches the entire movie all alone in the theatre!!

Some of the rules for the contest are: (1) The film will have to be seen from start to finish, without an interval.(2) No cell phones will be allowed inside the theatre, which will be fitted with cameras to monitor the contestant.

Read the details here...

That's some kick-ass marketing idea!! You can see the Phoonk Trailer here...And Phoonk's officla web-site is here...

That reminds me I worked on the online strategy plan for Farhan's Rock On earlier this month...But it's gathering dust at the moment(the plan that is:-)

Gatorade Ball Girl Viral

Unbelievable!! Isn't it?

Well, it is indeed unbelievable: The clip is a masterwork of "viral" marketing, essentially an ad aimed at touting Gatorade, but without actually mentioning the company.

This video has had 1.5 to 2 million views on YouTube!! The ball girl video was posted on June 3, and Advertising Age published a glowing review of it a few days later.

"Ball Girl" was posted on YouTube by a filmmaker affiliated with Element 79 Partners, the Chicago ad agency that created the spot.

The original Ball Girl post had a clear reference to Gatorade in the text describing the video. But the video was copied and shared several times over without mentioning the Gatorade connection.

The video gives only the slightest nod to the beverage. When the ball girl sits down after the amazing catch, there's a bottle of Gatorade near her feet.

It's subtle!! But the real payoff is the buzz generated by the video. Including this post:-)

The lesson for marketers - Anytime their brand enters into popular culture discussions, it's going to benefit.

Even though many viewers thought the outlandish catch was somehow a fake—which, indeed, was the result of special effects—they were still entertained by it.

IndiAdrant is Two Years Old Today!!

And this guys is the most amazingly consistent thing/work/writing I have ever done in my life! Pat on my back:-)(Small barely noticeable flutter/ blip in the blogosphere LOL) And here's the link to my first post Viruses of the Mind written on Aug 18,2006 in case you don't believe me...LOL

And the second year of blogging has been harder, more lonely! More repetitive(perhaps) but consuming lesser time...With RSS feeds taking away the sense of micro community the blog had once, it's been difficult keeping the momentum...

Also, often I feel sucked out. As if whatever I had to say, I have said earlier. And yet it's still addictive as hell! A week away from the blog and there is this gnawing desire to write something, anything to keep it going...As if it's a plant left unwatered or something:-)

It's the best piece of public narcissism devised by man/ technology. At the end of the day, even if nobody indulges you or humours you, you do it to yourself!

With about 355 posts,IndiAdRant has out-lasted a merger and a job change!! In the afternoon, I felt like cutting a cake for the blog:-) But then felt too lazy to do it.

What an atlas of my mind this has become! Maybe after I finish my Bollywood book next June, will hunt for a publisher indulgent enough to thread this atlas into a book...

I feel good and empty and lonely and happy and tired and energised and nostalgic and confident and lucky and knowledgeable and connected and good...

Goodnight!!
P.S. The small vase in the picture is my first pottery assignment!! Made after a sumptuous meal at the Taj property at Kumarakkam when we visited Kerala last December!!

IndiAdRant is 1 year old today

The Secret of the Web by Seth Godin

Came across this nice post by Seth Godin, which I am reproducing here...

"The secret of the web is Patience.

Google was a very good search engine for two years before you started using it.

The iPod was a dud.

I wrote Unleashing the Ideavirus 8 years ago. A few authors tried similar ideas but it didn't work right away. So they gave up. Boingboing is one of the most popular blogs in the world because they never gave up.

The irony of the web is that the tactics work really quickly. You friend someone on Facebook and two minutes later, they friend you back. Bang.

But the strategy still takes forever. The strategy is the hard part, not the tactics.

I discovered a lucky secret the hard way about thirty years ago: you can outlast the other guys if you try. If you stick at stuff that bores them, it accrues. Drip, drip, drip you win.

It still takes ten years to become a success, web or no web.
The frustrating part is that you see your tactics fail right away. The good news is that over time, you get the satisfaction of watching those tactics succeed right away.

The trap: Show up at a new social network, invest two hours, be really aggressive with people, make some noise and then leave in disgust.

The trap: Use all your money to build a fancy website and leave no money or patience for the hundred revisions you'll need to do.

The trap: read the tech blogs and fall in love with the bleeding-edge hip sites and lose focus on the long-term players that deliver real value.

The trap: sprint all day and run out of energy before the marathon even starts.

The media wants overnight successes (so they have someone to tear down). Ignore them. Ignore the early adopter critics that never have enough to play with. Ignore your investors that want proven tactics and predictable instant results. Listen instead to your real customers, to your vision and make something for the long haul. Because that's how long it's going to take, guys."

Some good advice there...And oh, I spotted the book -'A Masterclass in Brand Planning: the timeless works of Stephen King' at Crossword. At Rs. 2500+, I am still toying about buying it though:-(

Abhinav Bindra, Facebook and Reactive Adulation

Friend of mine just sent this Facebook link...

'Bhavneet invited you to join the Facebook group "Thank you Abhinav Bindra- India's first Individual Gold Medalist".

To see more details and confirm this group invitation, follow the link below:
http://www.facebook.com/n/?group.php&gid=22391217967. Or click here.

I felt good in the morning that our individual Gold jinx has been broken. But this sudden out-pouring of enthusiasm and adulation on the mobile and the Internet is so typical of our reactive stance and arm-chair participation. Or maybe I am plain old cynical:-)

Congratulations Abhinav Bindra!!

K.I.L.B : Mixed Feelings

Am glad they revealed it. These K.I.L.B bus-shelters/hoardings were now irritating the hell out of me(and my guess is I wasn't the only one...)

At first I thought it might be Vodaphone, then I guessed it could be a new TV soap. Fellow blogger Praneeth had a nice post on how the client/ agency frittered the online search opportunity. And you are directed to Big Adda here!!! Cute...

Hold your breath, The BIG Brand Reveal is actually AEGON Religare Insurance!! You can get an update here.Insurance was the last category that would have come to my mind. But then again, if the work managed to get so much attention, guess it worked:-)

But guys upload your TVC onto YouTube(it's free)...Tag it well(that's free as well)When you generate interest, please know how to channelise and engage that interest!

Else it is K.I.L.B - Kill Interest, Lose Buyers...or Kill Interest Lose eye-Balls(sounds better:-)

Centerfresh and the Viral Factory

Geetanjali just mailed me this Center fresh viral. Very cool!! Wish we had done it...You can watch it here...But it got me thinking...

1. Most virals of Indian origin look as if they have been manufactured at a Central Viral Factory.

2. Same art, similar narrative styles, same measured portions of quirkiness...

3. It's as if the clients are saying - mujhe bhi ek viral bana do exactly pehle jaise wala...please please and the agencies(y) comply...

4. But virals are a very good example of the 'new creative' - spicy, mashed up with popular culture. No great burden to be 'entirely original'.

I must lay my hands on the 10 ways to make a viral article that Leroy promised...

Experience Design and the 'Future of Cornflakes!!'

Was reading an article on Experience Design in the last issue of Contagious magazine.
Archiving some learnings...

1. The definition of what actually constitutes branding is increasingly broad. Branded touch-points now include everything from an online presence to a smiling customer representative and the band-aid solution of an advertising campaign is no substitute for a holistic, positive experience. If advertising is the end of the chain, Experience Design is the chain! - 'Jess Greenwood'

2. In today's world, any company that is working within products or services of any kind needs to stop this notion of expertise. the idea that they know best what the customer wants - quite a missionary stance, actually - and start creating with the very people they want to build products and services for. - Anna Kirah, a design anthropologist.

3. I have no idea whether the chemicals in Toilet duck are any good. I just like the fact that it's shaped like a duck. - Rory Sutherland, Vice Chairman, Ogilvy Group,UK

4. I'm convinced that some sort of Experience Design will become the master discipline for businesses that want to be good at selling stuff. - Russell Davies, freelance planner/ blogger

5. Looking around the work-arounds and self generated solutions that consumers create to navigate certain problems is infinitely more inspiring than sitting in a room with a one way mirror and saying "What's the future of cornflakes? - Paul Bennett, Creative Director, Ideo

Suddenly this reminds me of a packaging research amongst kids( I attended some 6 years back) where a fairly persistent researcher wouldn't leave the poor kid before he replied what story he remembered on seeing the Dabur Honey label...phew!!

These last two months I have tried to dig around a little(with my planner hat) in the conversation, social media space, the next two hopefully would be in Experience Design...