Archive | July, 2003

In-Film Placement Stages A Comeback

14 Jul


In-film placement stages a comeback


Ratna Bhushan Nithya Subramanian

New Delhi
,
July 13

THE turnaround in the film industry this quarter hasn’t just made film producers, distributors and theatre-owners happy, but also it seems, the corporate world. For, it has resulted in in-film placements staging a comeback by brands across various categories, from soft drinks to cars to lubricants to jewellery.

Even non-conventional categories such as diamonds are now treading this territory. Kaizad Gustad’s Boom, scheduled for release soon, will feature 400 carats of real diamonds in its opening scene, courtesy Diamond Trading Company (DTC). With this, the DTC has made its debut as far as in-film placements in Indian movies are concerned.

Said Ms Devika Gidwani, Director, Diamond Information Centre, “Since Boom is a film about fashion and lifestyles, the objective of us doing in-film placement was to showcase our diamond jewellery through the movie. We are open to similar opportunities in the future.”

Or, take the Rani Mukherjee-Shah Rukh Khan hit Chalte Chalte, which had the latter drinking Pepsi and driving around in a Santro. Castrol was another brand that was featured significantly in the film.

The Rohan Sippy’s directed Aishwarya Rai-Abhishek Bachchan film Kuch Na Kaho has Coca-Cola and Perfetti Van Melle’s confectionery brand, Mentos, as in-film placements.

And the buzz is that the Amitabh Bachchan-Hema Malini flick Baghban has been attracting some big brands as well.

Explained Mr Shripad Nadkarni, Vice President, Marketing, Coca-Cola India, “The business of in-film placement is becoming professional with specialised agencies doing the job of placements. In-film is a great way to connect with the consumer in their environment.

“What becomes critical is that it has to be unobtrusive, or else it can be counter productive. While some companies have recognised this and have been using the in-film mode for a long time, others are now recognising the value and coming on board. With Bollywood making a comeback at the box office, it has got a further boost. Thus, one sees more in-film and movie co-promotions now.”

Elaborating on brand Pepsi’s in-film placement in Chalte Chalte, a Pepsi spokesperson said, “Shah Rukh Khan’s presence in the film is because he is our brand ambassador and we have an ongoing association with him. Chalte Chalte was Shah Rukh’s home production. Therefore, Pepsi had a presence in the film.”

According to Mr Sanjay Bhutiani, Head of Leo Entertainment, Castrol’s placement in Chalte Chalte has received positive feedback.

“Categories such as liquor, cars, confectionery, tea, garments and even telecom have now become active in in-film placements. In fact, even brand launches are being planned using films as the medium,” he said.



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All's Fine With The Kama Sutra

10 Jul

All’s fine with the Kama Sutra

Janet Fine’s Reading The Kama Sutra, 2003, at the Oxford Bookstore, provided a forum for readers and writers to talk about things we normally won’t, or can’t, talk about in public.

Janet Fine with designer Manoviraj Khosla

HER FATHER was an executive editor at The New York Times but she lives in Mumbai and writes for Fantasy and Debonair. Erotic literature is her passion. Her father got her reading Henry Miller, D.H. Lawrence, and Anais Nin when she was 10 or so. Collecting sensuous writing was his passion, and his daughter, Janet Fine, continues the tradition today with a publication exclusively devoted to erotica. “Classex Books,” says Fine, “is an imprint dedicated to launching classic erotic books never before published.” She hopes to do this by hunting out lost erotic manuscripts in the adventurous spirit of Sir Richard Burton, explorer and translator of The Arabian Nights, who unearthed arcane erotica from various cultures. Her first discovery is Lazzat Un Nisa (The Pleasure of Woman), which she stumbled on when researching for another project. The moment she saw it in manuscript form she knew it was precious. She co-translated it with an Urdu writer (who remains anonymous).

Janet Fine was in Bangalore recently to read from the book at the Oxford Bookstore. This was the first in a series of weeklong readings, talks, and discussions on sex called “Reading The Kama Sutra, 2003” at Oxford. Conducted across all their stores, the other events included looking at sexual myths, sex, marriage, and extramarital sex and censorship, Internet, and advertising. The level of discussion at these events was unexciting. Sometimes close to boring. This may well have been because both panelists and audience were a bit inhibited on the subject. But what is truly exciting about Reading Kamasutra, 2003, is that it was about sex. It was daring of Oxford. It provided a forum for readers and writers to talk about things we normally won’t, or can’t, talk about in public. For instance, Lizzat Un Nisa got everyone wondering about the art of sex. The role of jewellery and perfume in lovemaking, erotic writing as literature, and pornography as aphrodisiac.

Husky-voiced Janet Fine is attractive in a Barbara Streisand kind of way. After graduating from the famous Columbia School of Journalism, she lived in New York and wrote on cinema. She came to India several years ago to learn dance and stayed. She is the author of several books, one of which is a guide to the palaces of India. What I find strange and wonderful about her is that she writes for Fantasy magazine. I don’t know anyone else — man or woman — who specialises in writing erotica. In fact, parts of Lizzat Un Nisa were first published in Fantasy. “Under the guidance of a commissioning ruler,” says the book’s introduction, “Lizzat Un Nisa was hand-illustrated and hand-copied in Urdu and Persian in 1850 by writer Mohammed Abdul Latif Muzdar Mehdune.”

“The book differs from the Kama Sutra both in fantasy and prose,” says Fine, “but contains similar exciting and exquisite erotic paintings with diagrams for secret medicines and stimulants in the Eastern form of ancient sexual alchemy.” Fine’s theory is that the real author of Lizzat Un Nisa is none other than Sir Richard Burton and she hopes to prove it.

PRADEEP SEBASTIAN

Hindu On Net

All’s Fine With The Kama Sutra

10 Jul

All’s fine with the Kama Sutra

Janet Fine’s Reading The Kama Sutra, 2003, at the Oxford Bookstore, provided a forum for readers and writers to talk about things we normally won’t, or can’t, talk about in public.

Janet Fine with designer Manoviraj Khosla

HER FATHER was an executive editor at The New York Times but she lives in Mumbai and writes for Fantasy and Debonair. Erotic literature is her passion. Her father got her reading Henry Miller, D.H. Lawrence, and Anais Nin when she was 10 or so. Collecting sensuous writing was his passion, and his daughter, Janet Fine, continues the tradition today with a publication exclusively devoted to erotica. “Classex Books,” says Fine, “is an imprint dedicated to launching classic erotic books never before published.” She hopes to do this by hunting out lost erotic manuscripts in the adventurous spirit of Sir Richard Burton, explorer and translator of The Arabian Nights, who unearthed arcane erotica from various cultures. Her first discovery is Lazzat Un Nisa (The Pleasure of Woman), which she stumbled on when researching for another project. The moment she saw it in manuscript form she knew it was precious. She co-translated it with an Urdu writer (who remains anonymous).

Janet Fine was in Bangalore recently to read from the book at the Oxford Bookstore. This was the first in a series of weeklong readings, talks, and discussions on sex called “Reading The Kama Sutra, 2003” at Oxford. Conducted across all their stores, the other events included looking at sexual myths, sex, marriage, and extramarital sex and censorship, Internet, and advertising. The level of discussion at these events was unexciting. Sometimes close to boring. This may well have been because both panelists and audience were a bit inhibited on the subject. But what is truly exciting about Reading Kamasutra, 2003, is that it was about sex. It was daring of Oxford. It provided a forum for readers and writers to talk about things we normally won’t, or can’t, talk about in public. For instance, Lizzat Un Nisa got everyone wondering about the art of sex. The role of jewellery and perfume in lovemaking, erotic writing as literature, and pornography as aphrodisiac.

Husky-voiced Janet Fine is attractive in a Barbara Streisand kind of way. After graduating from the famous Columbia School of Journalism, she lived in New York and wrote on cinema. She came to India several years ago to learn dance and stayed. She is the author of several books, one of which is a guide to the palaces of India. What I find strange and wonderful about her is that she writes for Fantasy magazine. I don’t know anyone else — man or woman — who specialises in writing erotica. In fact, parts of Lizzat Un Nisa were first published in Fantasy. “Under the guidance of a commissioning ruler,” says the book’s introduction, “Lizzat Un Nisa was hand-illustrated and hand-copied in Urdu and Persian in 1850 by writer Mohammed Abdul Latif Muzdar Mehdune.”

“The book differs from the Kama Sutra both in fantasy and prose,” says Fine, “but contains similar exciting and exquisite erotic paintings with diagrams for secret medicines and stimulants in the Eastern form of ancient sexual alchemy.” Fine’s theory is that the real author of Lizzat Un Nisa is none other than Sir Richard Burton and she hopes to prove it.

PRADEEP SEBASTIAN

Hindu On Net