Breaking My Heart - One Ad at a Time

There's a reason I havent written anything in SO long-
Its December and the end of another year and what a year at that. Oh and its an end of a decade as well. Sigh. Depressing, I know, I know. I remember New Years Eve 1999 and the excitement about a new millennium! And now, ten years are done. And my life refuses to slow down. Its just as obstinate as I am apparently.

I don't remember most of my life clearly but I do know this- Every year I write/think about how time flies by and I can't believe it. How is it December already? Blah Blah. This year I'm not. I'm NOT going to say time flew by, cause I know it does. And also simply cause I really just don't want to think of the future and what it holds for me. I refuse to. And I happen to be rather distracted as well.

So this December, I'm just doing what I love- After one week of watching ads painstaking I've come up with my list of the top ten for this year-

The Cadbury Shubh Arambh ads takes top place for its sheer simplicity and the use of the quintessential Hindi movie hero dialogue-"Maa kehti hai shubh kaam karne se pehle meetha khana chahiye" in the most endearing and innocent way possible. It makes you smile.

Its not been over displayed on channels so it does retain its novelty and uniqueness even months later. I know I stop and watch. Its young, fresh and raw. They found faces that seem like you and me, just anyone. And that strikes a chord instantly.The other Shubh Aarambh one- the girl running away from home brings tears to my eyes every time I see it. I swear. Yes, I'm crazy, but it is heartwrenchingly good. And I've seen it a hundred times at least. I dunno what it is. But this campaign just tugs at the heartstrings, leaves u with a warm feeling, wanting so much more!

The other ad I never get tired of watching is the Tanishq ad. Because yes, even after a 100 years, men will NOT understand how a woman's mind works. They arent supposed to in any case. And jewelry as exquisite as that, is motivation enough of think of marriage. Truly. Again, it wasnt flashed on my tv screen every ten minutes irrespective of what show I was watching, which is why I love it.

Times of India- Aman Ki Asha- what an ad, what a cause! It brought tears to my eyes every single time I saw it, more so because I do genuinely believe that people can live happily together no matter what. And they make a reference to SRK in the ad. How could anyone NOT love this ad?

Just for how annoying it is, Bingo. And that's all I'll say on the subject. Flip it :P

Coke- The new one with Imran Khan and the shadow play is fascinating for its concepts, and reminds me of their earlier Strange Love ad. The theme, styling and feel is very similar. Plus its Imran. :) Its new, smooth and slick. Very urban. Its the beginning of a change in the way products will be advertised.

The Vodafone zoozoos came and revolutionized Indian advertising! I've never seen so much variety, so much innovation and good humour in one campaign. And I've also never heard of an ad character becoming so popular that months after these ads stopped appearing on tv, people would throng markets to buy memorabilia- t shirts, cups and what not!

Tata Sky Plus- I don't like Aamir. I think he's tooo perfect. But these ads- what sheer creativity and talent. Wow!

Idea- Every single ad of theirs makes me say what an idea sirjee! I smile, take a few moments to let the ad sink in and then just wonder where all their ideas come from. Some beautiful campaigns- the elections, education for everyone, efficiency in facilities and services, saving the trees, and language-no-bar. How do the do it? How can they possibly make so many fantastic, heartbreakingly good campaigns in ONE year? How can they be so intelligent when it comes to their ads, so Indian, so rooted and so unique?

Airtel- because SRK had to be on this list without a doubt. How long does it take to tell someone you love them? How long does it take to say you're sorry? A couple of seconds? Yes.
 
Indigo On Time and Blackberry- They're both very modern ads, specifically targeting a younger group. The Blackerry tagline- Do what you love, love what you do is pure genius, and shows the changing face of this once-upon-a-time-reserved-for-snooty-businessmen phone. The Indigo On Time Campiagn talks about their USP- something we all want to be- On Time.

So yeah. I wish I had done at least ONE of these ridiculously heartbreakingly awesome ads. Which is why, for once, I look forward to the future. Really!

Ahem.

The DogHouseDiaries- Such good stuff! And generally so bloody true :)

Why I Write

Ever saw a movie and wished you were the lead character, swooping in and saving the day? The superhero that silently and broodingly saved all of Gotham city? Have you ever wished that the show you’re watching was your life? Ever read the newspaper and wished that that person was you? Ever wanted someone’s story to be yours?

Have you ever read a book and wished you were that girl- the one who said all the right things. Ever read a recipe and wished you were the cook? (Saw a tv show and wanted donuts- yes,yes, yes)

We all wanna be someone else. Do the things they’ve done, live their lives, have their stories to tell, and be applauded for that. We’ve all at some point wanted to step into other peoples shoes- irrespective of how uncomfortable or how hot those shoes are. Be it something small and simple like- saying the right thing to someone or bringing a smile to a person’s face or even scoring a goal.

We’ve all wanted to be someone else, at some point of time.

And me, I’d like to be Anuja Chauhan.

She made the lives of a zillion girls a zillion times better by writing the wickedly funny and hugely romantic “The Zoya Factor” – All’s fair in love – and cricket! (Now being made into a movie by SRK, who is a character in TZF! Sigh!) She gave us Zoya- chubby, with short hair and lots of spunk; the girl with an attitude, who waged a war with the Indian Cricket Captain- Nikhil Khoda- over a belief in luck, which was so much entertainment. When I read that book, I thought she could never top that, it was the best thing anyone had ever written in a very long time and yet I waited patiently and prayed and hoped that her next release would hit stores in the same year.

I was wrong on both counts-

It took her 3 years to write and publish her second book, and when I saw it, as a review in the Wow Magazine, I was disappointed. I swore I wasn’t going to buy it, because it was such a waste. Fifteen minutes later I went to Landmark, quite by chance actually, and coincidentally the first book I saw happened to be on the ‘New Releases’ shelf- ‘Battle For Bittora’ I picked it up, against my will, and looked at the cover (magazines don’t do it justice) and then I knew instantaneously that I was going to buy it and I was going to treasure it. Talk about serendipity.

A day later- here I am- gushing about it. And, thanking her, on behalf of all of womankind, for giving us the incredibly sexy and sinful Zain Altaf Khan. (Hereafter referred to as ZAK) ‘Battle for Bittora’ is unputdownable, not just because the aforementioned ZAK is wickedly sexy, and her words make him come alive right before your eyes, or because she uses her words so well that ZAK turns out to be this sinful, absolutely witty and a delightfully charming man but also because the war between him and Sarojini Devi Pande, (hereafter referred to as Jinni) is so charged, so crackling with chemistry and so passionate- you can feel the electric currents between them- in their love and their hate- and all their making out sessions in between a Lok Sabha election campaign, in which they’re both standing, for an MP seat, from Bittora, against each other obviously. Hence the name ‘Battle for Bittora’.

Its’ so beautifully penned, that you can’t let go of it. Both the dialogues and the emotions aid the storyline, or the plaaan, and make this book a riveting read. Both protagonists are witty, stubborn and passionate. Jinny, is the typical girl, confused and obstinate, and in love with her childhood friend- the boy she shared her first kiss with- ZAK- who disappeared from her life, only to return 9 years later to contest an election against her.

Apart from the necessary ingredients of a regular rom-com such as a boy and a girl who are madly in love and hate each other, disapproving grandmothers, annoying friends, potential boyfriend, and a flashback to a childhood romance, BFB also has an Indian election campaign- which gives it so much more masala. Caricatures of the sleazy politician, the greedy politician, the opportunist, the loyalist, the cunning opponents, the crazy grandmother and her excellent Hinglish add so much to this book, making it engaging and sharp.

BFB- you enriched my life, truly. You made me grin, wipe a few tears away, clutch my heart and take lots of deep breaths; you made me sigh, you made me laugh like I haven’t in a long time and more than anything else, you left me with a smile, once I had turned the last page over.

Yes, it’s no ‘Gone with the Wind’, or ‘The Godfather’, or ‘Catch-22’, but ‘Battle For Bittora’ is a compelling read, a book that won’t be forgotten anytime soon. And in today’s evolving, fast paced times, it’s the kind of book that truly represents us, and our generation, and our minds.
It was the first book that I didn’t want to ever finish- simply because finishing it meant ‘the end’ of a beautiful thing, and the end of not-knowing what was yet to come in this unpredictable tale of two lovers, and a long wait of another 3 years to get a glimpse of her next offering.

And if you thought that was just it, all she’s famous for are these two novels, she is also the wit behind various ad campaigns over fourteen years, coming up with tag lines like- Yeh Dil Maange More, Oye Bubbly, Mera Number Kab Aayega, Nothing Official About It. Yeh Dil Maange More, is probably one of the earliest memories I have of taglines and my fascination with them, and also one of my most favourite ones, one that’s stuck with me over the years.

Yeah. That’s why I wish I was her.

Sometimes it only takes One Scene

I've spent most of my Sundays watching SRK movies on television.
I've sat through annoying advertisements, (Will someone sue Kurkure and Micromax please!) not paid attention to my food despite my mothers repeated requests and on one particular Sunday I actually spent 9 hours watching his movies. That got me thinking. Because I've seen them countless times already. And I didnt just see it because I'm such a huge fan, I also saw them because they have this way of making you want to see them. Over and over and over again.
Movies today arent like that. Nor are the actors.
In this case of course, superstars.
When I say superstar, I'm obviously refering to his unique ability to appeal to every single woman (oh well most!) and quite a few men as well in this world. His ability to make us laugh, cry, jump with joy and byheart stupid dialogues from movies dedicated to his aura, know his entrances in most movies scene by scene, frame by frame, word by word. I'm talking about that. And his wit. His sarcasm and intelligence. And that smile. And those dimples. Sigh.
They just dont make them like that anymore.
Now take DDLJ for example~
Stupid scene. Stupid scene. Stupid scene. And some more retarded stupid scenes. A series of stupid scenes one after another.
Until this one scene.
Where there is this meadow of of yellow flowers. And she runs into his arms. And they are SO happy.
Yes, im pathetic I know. And its a cliche I know. And that doesnt happen in real life ever. I know. But I cant help it.
I love that scene. Adore it. Smile like a silly 5 year old who gets candy. Weep in it. Laugh in it. Get the goosebumps. Everything.
Its one of the first movies I remember from childhood. And one of the few scenes thats stayed with me over the years and remained one of my favourites. And, it probably will be one of the eternal ones.
Same with K3G. I know his entrance by heart- frame by frame. The focus on his feet, the shot of him running, all black, and then his entrance. And his dimpled smile.
Ditto with KHNH. The boat, the New York skyline, him bumping into Naina-Sweeto, and spilling the coffee. Laughing when he hears about Sweetos idea of the second marriage. The angel prayer and his entrance, the light in their lives and the light in his room.
Overdramatised, and unreal. But oh-so-amazing. So just where, where is the next one? The KHNH of 2010, the DDLJ of this year, the K3G I've been waiting for. Where are they? Because its been too long since I saw a Hindi movie I adored, loved, and worshipped. Its been waaay too long.

Let's Count?

Because I'm in this kind of a mood-

And suddenly, in the middle of my random thoughts about todays big scary meeting, my potential excuses for not attending the dinner tonight and how much I hate what I'm doing, you come into my mind. Just like that. Out of nowhere. And you dont leave. You just dont leave. No matter what I try to think of.
Oranges, plastic water bottles, a zillion files with details of the important negotiations, a black pen, the contract I'm supposed to be reading, my cell phone, a wedding invitation that I dont want to open, the stack of magazines yet to be read, my purse, a laptop, the latest rom-com novel which I swore I wasn't going to buy, a stapler, and the ring in the first drawer that my fingers can feel- the one I refuse to look at. I let the images of everything I can see flit through my mind. Like an album.
I try to memorise them, something to forget you for a while. Thirteen things. Its not too difficult to remember.
Water bottles, the laptop, my cell phone, oranges, the contract, the wedding invitation, the ring... I pause. My fingers are playing with the ring again. I clutch it in my palm tightly. And take a deep breath.
I sigh. I stop recollecting the items.
I look at them again. I try to make them replace you.
But to no avail. Nothing distracts me from what I remember of you, of us.
Your memory, your scent, your words dont leave me. They cling to my soul, always hovering over me, never letting me be calm. You're the storm that never blows away, the dust that never settles. You never go away.
And I don't quite know what I should do about that.
I don't know if I shouold just give up and think of you, or half-heartedly continue to pretend that I'm working. I don't know if I want to lie to myself anymore.
I miss you.
And I wish you knew.
But even if you did, what would be the point?
'Cause I happen to know how this story ends. And there isn't anything happy about it.

-TUCS

Dear Claire,

What and If are two words as non-threatening as words can be. But put them together side-by-side and they have the power to haunt you for the rest of your life: What if? What if? What if? I don't know how your story ended but if what you felt then was true love, then it's never too late. If it was true then, why wouldn't it be true now? You need only the courage to follow your heart. I don't know what a love like Juliet's feels like - love to leave loved ones for, love to cross oceans for but I'd like to believe if I ever were to feel it, that I will have the courage to seize it. And, Claire, if you didn't, I hope one day that you will.

All my love,
Juliet

-Letters from Juilet

Destiny, Bridges, Love and a Realisation



"Destiny is the bridge you build to the one you love"
          - My Sassy Girl

Sigh. So okay after stopping yourself a million times, and convincing yourself NOT to fall in love about twenty thousand times you go ahead and do the very evitable-inevitable: You fall in love.
LOVE- the one thing that terrifies most of us i suppose, because we cant define it, because we cant rationalise or explain it or just brush it away as just another linear equation. Love after all isnt an everyday thing, even though it can last forever- over the days, nights and the years.
So you fall in love, and of course if you're anything like me you just cant do a single thing about it. You  just sigh silently and hope that tomorrow will be a better day. But finally you decide to do the impossible- you decide to take Fate into your own hands, decide to overcome all the bloody odds and all the stupid things that are the 'big obstacles' You forget your fears and you let go of all that worry, of all those apprehensions and you decide that its time to build that damn bridge and somehow, miraculaously, from somewhere within you, you even find the courage to cross it.
And then what?
Why do we think that this 'one' is 'the one'? Why are we so overly-optimistic, so blind? Is it just blind faith, or are we just in dire need of being needed, being wanted? Is it that potent killing agent- hope? Is it just the stupidity of the human mind? How can we expect a relationship to last? How does it last without the people wanting to kill ecah other?
My question today really is simple- Is the passion worth the pain?
Because i dont know. I want it to be, but i just dont know.
Because i dont believe in living a life of only compromise.
Because honestly, sometime i dont understand how two people can want to live with each other for the rest of their lives- i'm talking of course about love and not marriage- and most importantly i cant understand how i want that, without understanding love.
Is the passion worth the pain?