A while ago, I had picked up a book on Javed Saheb by Nasreen Munni Kabeer(the writer who has penned a biography of SRK as well). This one's on conversations on Hindi Cinema with Javed Akhtar.
Now, Javed Saheb as we all know is among the finest script writers, a fine lyricist. But according to me he is also a first rate planner. Over the years, he has displayed his intuitive understanding of the nuances of branded communication, especially during his script-writing days with Salim Khan. And is adept at integrating people, places, concepts, brands, celebrities in memorable concoctions. After all with Salim Khan, Javed Saheb was instrumental in building one of India's biggest brand - the Angry Young Amitabh.
Am recapping some gems which I had gleaned from this book...I would recommend this book to all. It is simple and yet has a fine texture of thoughts...
1. "There is one more state in the country, and that is Hindi Cinema. Just like Punjabi culture and Rajasthani culture may differ but we understand the diference, their cultures are not from a different planet. In the same way, Hindi cinema's culture is quite different from Indian culture, but it's not alien to us; we understand it. The nearest example for a non-Indian to understand is the Western in Hollywood."
2. Sample his thoughts on the brand personality of Vijay from Deewar!
"The only way that people who have been hurt very badly save themselves is by hiding their emotions. If they show them, it would hurt even more. So they develop a kind of hard crust, but behind that hard crust they are soft people.
3. On the brand - Deewar
"It is very difficult for Vijay to express his love for Parveen Babi. It is equally difficult for him to express his love for his brother or mother. There is a storm raging within him so he has closed the doors. That is how such characters feel safe. They build a Deewar between themselves and their emotions!
4. And on that most famous of dialogues - 'Mere pass ma hai'"Perhaps Ravi( Shashi Kapoor's) dialogue would not have worked quite as well without Vijay's monologue that preceded the punchline. You have to orchestrate a scene. If you try to bombard the listener's sensibility all the time, his sensibility will be so battered that when you want him to feel something he'll be too tired."
Memory fails me. Will add more to the list above...soon.
India Ad Rant - A mash up of agency life, brands, culture, creativity, design and new media epicentred around India!
Popular Posts
-
When Flash Brands/ branding is here, would flash promos be far behind. Flash promos are single day promotional(invariably price-off) offers...
-
As I opened my mail in the morning, I find this news on agencyfaqs . The wise men of ASCI have decided that the 'Amul Macho advertisemen...
-
My college friend Ram who runs a boutique travel agency - soulitudes , often helps me step out of my routine, regimented life/ comfort zone....
-
I was at the adtech New Delhi conference couple of days back. An impressive constellation of speakers. Much to learn and network! However, ...
-
When I look around, all I see are 'phoren' brands that attract the youth. Limca, Gold Spot, Campa Cola, Citra, Thril( the cool India...
-
Just started reading Daniel Pink's best-seller : A Whole New Mind. There is a wonderful anecdote in one of the chapters on 'Design...
-
I have to speak at the afaqs Mobile Conversations seminar on Friday in Mumbai. Actually, it's quite telling how the average analog ad a...
-
Read this piece on the world's 100 most creative people on fastcompay.com on my feed-reader! Perhaps predictably the fabled Apple desi...
-
This one's in response to an article I read in DNA Mumbai grandiosely titled - Marketer + Film Maker = Winning Union. As usual, there wa...
-
I want to dedicate the last post of the year to the gutsy, ballsy Tehelka reporter, Ashish Khetan who exposed the men behind the Gujarat po...
2 comments:
its interesting how a line spoken by shashi kapoor (Ravi) turned amitabh (Vijay) into that iconic angry young man!
interesting indeed hasan kamal...
how about a Bollywood week-end for planners( in mind-set only) with beer, biryani and loads of bahas!!
Post a Comment