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Desi cool
Now that the sweltering sun hasn't left you with many options, how about cracking a simple puzzle. What is common between the commercials of Coke, Pepsi, Fanta, Sprite, Mirinda and Nimbooz? We all know that they have a popular face endorsing them. Okay, here you go . . .
Look at it as a smart move or better understanding of the Indian consumer, the soft drink market in India sure has figured out a way to connect with the masses. And how! "At the end of the day, everyone wants to watch or listen to anything, which has a touch of Indianpann," says Jang Bahadur Atwal, associate producer with VOI. "Consumers relate more with local idioms or people who they are familiar with. This is why foreign brands also take up Indian celebrities as brand ambassadors." Jung Bahadur elaborates on the 'Indian touch' to the commercials. "Pepsi launched the new Nimbu Paani knowing that it would go down well with every Indian home, for this is the most sought-after summer drink in every home, irrespective of the social status." As per Bahadur, the Fanta Apple commercial too has hit on the same ideology: 'back to the basics'. "Celebrities are put in common places, like a friend's party or beach party to promote a brand. The advertisers know that a good face alone cannot fetch publicity. Masses should be able to relate to the face and the situations," he adds. Nevertheless, it is not a conscious call to stick to the Indianess. Every brand has it's own essence. Thus, it is portrayed in accordance to it. At the same time, Indians are getting comfortable with their 'Indianess', which has changed the manner of communication. Says Alpana Titus, EVP, marketing, Pepsico India, "The role of the communication is to engage the consumer. In case of Nimbooz, the Asli Indian tagline gels well because this is the authentic Indian drink of India. Also, the fact that we are offering it in a completely hygienic format goes well with the sprit of the drink." Indian advertising is finally getting local, a reflection of what's happening in our society. "A Hindi tagline strikes a chord with the target audience," says Anurag Batra, chairman, exchange4mediagroup. "The success of lines like Thanda Matlab Coca Cola inspires creative minds to accept more ideas that embrace Hindi or Hinglish." If you thought that taglines were the only thing that were cashing in on the 'Indianess', strain your eyes for the finer details of certain commercials. "Look at the locations where the commercials are being shot. Rural backgrounds or places like Rajasthan, Jaipur, Punjab are the current favourites," says Abhishek Duggal, promo producer with Big 92.7 FM. Youngsters hanging out at cafes, lounges and streets with friends are also hot picks for soft drink commercials. More than anything else, it is the face of the common man that sells. Besides celebrities, commercials have created a space for the young and vivacious common faces, which the masses can relate to. "Radio jingles or TV ads have a Hinglish touch because they want to reach out to their target group, which is the youth, and at the same time establish contact with the common man," elaborates Abhishek. As Alpana chips in, "Anything that mirrors the life of the common man would certainly go down well with them." And how can such commercials rule out the possibility of an extensive survey. Suparna, a documentary filmmaker, tells us about the gamut of activities which go into the making of a commercial to make it click. First, her take on the desi nature of the ads. "Advertisers have realised that we cannot go on aping the West. India has a huge middle class, which has a good spending capacity, and it is familiar with international trends as well. This is the reason why most ads made these days keep this into account. Not to miss the sheer research work that's behind a commercial. A pilot is prepared for a particular region, which is taken to the next stage only after it gets positive acceptance from the public." She adds, "Even the naming of the product and the catch line depends on the survey. Advertisers see whether the product, its quality, its name, tagline resonates with the public. If it does, well, you have a commercial or a jingle." jasmine@tribunemail.com |
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Designs on politicians
The inspiration may have come from foreign shores but is worthwhile by all means. The result: a wardrobe that can transform our political biggies. Whosoever was responsible for the ancient dress code of politicians has lessons to learn from the students of INIFD who have attempted to do a Barack and Michelle Obama on our politicians. For, they've come up with a pręt line that can give us a 'hip' Mayawati and Laloo (minus the rusticity) and a more stylised Manmohan Singh, Narendra Modi and L.K. Advani. Thirtyfive aspiring designers from the institute have tried to do a makeover of these five politicians with a mass appeal. "We aren't challenging the popularity of these politicians, rather we are just trying to make the youth identify with them," says Aditi Srivastava, vice-president, INIFD, Chandigarh, while explaining the motive behind their concept. So, here we have sketches of Mayawati supporting a sari, which has Mithila, a painting technique on its borders and a trouser-cut salwar suit. "Her body type and personality were the parameters for us while designing her costume. The colours used are pink, blue and off-white for the politician. We have accessorised her churidaar suits with stoles that has the symbol of the BSP, elephant, printed on it. Also, the stoles are in brocade that renders grace to them," informs Arka Mrigank, one of the designers for the Mayawati wardrobe. The safari suits and plain white kurta pyjamas of Manmohan Singh have been replaced by ethnic yet stylish gear. Avideep Mehal, a faculty member at the institute, along with a group of five students has designed stylised placard kurtas in tweed fabric for the Prime Minister. "Another fabric mainly used is khadi silk for the kurtas and linen for straight pyjamas. The trousers have a single pleat that will help him look taller than his actual height." The blue turban has been done away with to be replaced by subtle colours like green and cream and black. Not many alterations have been brought in the designs considering the nature of their work, "Politicians have to campaign for elections, hold rallies and travel incessantly for days, so you can't expect them to wear the best of corporate suits. The comfort factor is indispensable and changes have been minimal," adds Aditi. As for Narendra Modi, who is usually seen in a plain white kurta pyjama, the designed costume is a knee-length khadi silk kurta in olive green colour. "The fabric is apt for formal and informal occasions. The Chinese collar and Sindhi embroidery add style to it. Also, the olive colour is there in his party symbol", chips in Sandeep, a designer for this politician's collection. For his party president and the prime minister-in-waiting, L.K Advani, the big change in the costume is in the form of an angrakha kurta with chikankari work on it coupled with a white churidaar. And when it comes to leaders of mass appeal, how can Laloo Prasad be forgotten. Sheetal Verma, a faculty member, talks about it, "Without tampering with his natural rustic charm, we have added a dash of style. We have a kurta designed for him in blue with fish motifs on it, which signifies that Laloo holds the same position in Indian politics as water has for fishes." ashima@tribunemail.com
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Love’s labour lost
If you’re planning to make your relationship eternal by getting married, then you should sit down for a moment and give the idea a second thought, suggests a new study. Northwestern University study is based on the question: Will the partner who supports your hopes and aspirations while you are dating also help you fulfill important responsibilities and obligations that come with marriage? The answer to that question could make a difference in how satisfied you are after tying the knot.
For dating couples, the relationship itself tends to revolve around whether things are moving forward. Happiness with a partner depends on whether the relationship will grow into something more, whether a partner will support the dreams the other eventually hopes to achieve. — ANI |
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If you suspect that the most beautiful girl in your class gets better grades just because of her good looks, well, then you’re absolutely right, suggest researchers. Researchers from the University of Miami Health Economics Research Group, have said that non-cognitive traits play an important role in the assignment of grades in high school. The study showed that physical attractiveness, personality, and grooming are good predictors of grades in high school and may indicate future success in college and labour markets. “Several studies in the literature have found that physical attractiveness is significantly related to labour market earnings for men and women. Thus, we were somewhat surprised to find that physical attractiveness was not the most important non-cognitive predictor of grades. Instead grooming and personality were stronger predictors of academic success in high school for boys and girls, respectively,” said Michael T. French,one of the authors of study. — ANI
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Renee writes
Arvind Takkar Chandigarh Attitude, my dear boy, you need to change it. You seem to be in the midst of a lot of existential questions, questioning life. I feel, you just need to open up. Life at your age must not seem so very serious. Do not allow yourself this sort of depressed attitude to take over. You are in the peak of your youth. You just need a special change, can’t just allow yourself to feel burnt out yet. We all live in a society which is obsessed with personal happiness, this anyway is a transitory stage that comes and goes. The road to happiness is right under your own nose. Try doing something different in your spare time. Watch a beautiful sunset, or just step out into the garden nearest to you, watch the flowers blooms and the birds sing, they will definitely cheer you up. Small acts of human kindness are also very important. Most important of all take a sabbatical – may be just go to a nice beach for a few days. The fresh air will do you good and also give you a nice, healthy and new perspective. Reach a deal
I am living with my husband and two-year-old daughter, we all seem a happy family on the surface but I find myself all the time pining for a career I never really had. I always wanted to be a famous writer but I have seen that every time I am sitting with my books my husband sulks. He behaves as if I am having an affair with my books. I think most writers have very co-operative husbands, should I be with someone more inclined to my temperament and who understands my passion for writing? Seema,
Chandigarh Now is there a woman who doesn’t think that her husband should be reflecting her? Who doesn’t crave the ideal partner in life? Now we all say that why do men find it so hard to deal with their wives mental addictions. They constantly throw their wives T.V. watching habits or reading habits to their face, while they feel they can merrily watch a game of cricket and get away with it. Well, that is guys, give them the leverage of being different from the female species after all men are from Mars and women are from Venus. Try doing your reading and writing while he is away at work. Plenty of writers who are successful at their work have partners with different interests. Changing a partner is never the perfect answer to a seemingly bad situation. Negotiate with yourself. Keep a fixed amount of time for your reading and writing and give him space to do as he pleases with his interests. Give him time I am completely swept off my feet by this very charming man I met on my holiday at a beachside resort. I am in my mid-thirties and have just returned after working in London for five years but have never been enamoured like this before. The problem is that he is not really in a job, does not have a steady income otherwise and has been a drifter. Though, he comes from a good family, he does not really relate to them and likes his own independence. He is, however, very interesting, loving and caring. I would love to marry him but my friends tell me I am completely crazy to waste my life on an unsteady man. I am wondering what to do. Nidhi Aneja,
Chandigarh It’s all very well to have a holiday romance with a drifter but to want to make it permanent definitely requires serious thinking on your part. Sometimes our childhood insecurities attract us to people like this. This is like a teenage crush which didn’t happen then and you have allowed it your life now as you are more in charge. I think your friends do have a reason to worry about you. Marriage is serious business. Don’t just plunge into it for the emotion. There are many other aspects to marriage and the main one being responsibility. Give yourself some time with him. It he does prove that he is ready to take on a responsible life with you then go ahead otherwise let it be, life has much to offer if you let it. Lifestyle invites responses from readers on the following issue: The economic slowdown is leading to job uncertainties. How can we help our friend and families to cope with rising stress? Please email the responses to
lifestyletribune@gmail.com or post along with your photo and contact number to ‘Relatively Speaking’, Lifestyle, The
Tribune, Sector 29, Chandigarh. The best few responses will be published. |
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The Lion returns
When nineteen to dozen is being written about the present 'happening' phase of Punjabi cinema, one man from the crowd, in fact from the same industry has no qualms in telling us that the producers, directors, script writers and artists still need to work a lot more, before we have that one beautiful Punjabi film. Having said this, he also adds that he adores people like Manmohan Singh, who have brought cinema to a level from where it can only move ahead. Yograj Singh, former cricketer and actor who roared on the silver screen, is ready for yet another blast as he puts on his vardi for Brahmchari Thanedar. However, he sees it as a fresh beginning. " I consider myself as a fresher, who is learning and will do so for times to come," says Yograj. Before you can spell the word 'competition' from the younger lot, Yograj clears his stance. "I don't compete with anyone. I look into the mirror and tell myself that I should do better with each passing day. And age has nothing to do with quality work," he says. "When Varinder got me in the movies, I was completely clueless about the whole shooting thing. Gradually, things fell in place and I moved on from one movie to another, tells the cricketer," who feels that Yuvraj's cricketing is his Dil ki dhadkan. "The flame in me kept me going and it would till the last day." As he goes to answer one volley from another, we are interrupted by a flashback- a Jat in chaadra, riding a horse with gandaasa in one hand, shouting, yelling, shouting…. Oyeee bahar nikal. It was Yograj, then. And… now? "It's been a complete transformation. My acting was loud as compared to the substantial stuff that I am doing today like tele serial Mohe Rang De," smiles Yograj. "I am growing as an actor too." We take it from Mohe Rang De on Colours. "It was a great experience. Those people are brilliant and thoroughly professional. The whole cast and crew stood by me every moment. In fact, I have learnt a major lesson, which I wish every artist could pick up. It is a scene that speaks about the actor. So, they shouldn't worry about the length of their role," he tells us. Also, Yograj strongly feels that Punjabi cinema too needs to take lessons in professionalism. "Any kind of criticism should be taken positively and we should work towards making Punjabi cinema bigger and better." On Brahmchari Thanedar? "The film is penned and directed by Rajesh Sharma, and I play the lead as an honest police inspector. The movie is based on the social issue of NRI weddings and subsequent problems arising out of age difference amongst the couples, Yograj sums up with a promise of another hatrick! jasmine@tribunemail.com
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Pet Pick
People for Animals, Chandigarh has the perfect companion for anyone who is ready to be loved unconditionally and just forever and ever:
*
Dolma has a beautiful brown coat and is extremely playful. She is only 1 year old and is indeed very charming too, careful for this gaddi dog can steal your heart too soon! *
One male and female kitten with shinning white and grey coat are ready for adoption. They have been sterilized and vaccinated too. *
One male black colour puppy, 5 months old, very active and playful, needs a caring home urgently. PFA lost & found
* Mr. G. S. Brar has lost his male white Pomeranian, who was 4 years old. This dog was lost from H.No.2137, Sector-15-C, Chandigarh, on 24th April 2009, at around 6:00 pm. The family is heart broken- if anybody has any information, please do contact them at 9872765698, 0172-4652698. *
Mr. Hartoj Singh has lost his a male Great Dane , 14 years old, from H.No.222, Sector-9-C, Chandigarh, on 22nd April 2009, around at 8:30 am. If anybody has any information, kindly contact the PFA Office or call at 9915285618. For any information, contact: PFA-Chandigarh at 0172-2749080, 2749211 from 9:30 am to 5:30 pm, Monday to Saturday Or visit us at #1522, sector 11 D, Chandigarh. You can also contact at www.pfachandigarh.com |
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I receive many questions about living with a dog in the summer. Certainly, many tricity residents have dogs as pets, but living in a region where summer temperature can soar higher than 45 degrees means that there are some things you should know to keep your pet happy and healthy even in the summers. Dog in the house
The best situation would be to have the dog trained as an indoor pet, where she can keep cool inside the air conditioned house during the hot summer days. Keep the thermostat at a reasonable temperature for your pet. Dog in the yard
If the dog must be kept in the yard during the hot parts of the day, it is absolutely essential that there be a dark, shady place where the dog can escape from the blazing sun. A tree is not good enough. A ventilated doghouse or a covered courtyard is a must. Provide a cooler or minimum a fan to your dog to save him from heat. Dog and water
If the dog is outside, make sure that there is a good supply of clean water. Dog in the pool
If your dog has access to your swimming pool, make sure the dog is trained to get out of the pool. The dog needs to know how to get to the steps. If there are no steps or shallow areas, make sure the pool is fenced and locked so the dog can't get in. Every year puppies and dogs drown in backyard pools because they could jump in, but couldn't get out. Walking the dog
Can you walk your dog in the summer? Yes, but it is generally accepted that you should only walk your dog early in the morning or later in the evening, about an hour after the sun has gone down. That's because not only the temperature is high, but the sidewalks will be too hot for the pads of the dog's paws. They'll burn. Dogs and heat exhaustion
Heat exhaustion is common in dogs. It can happen in your own yard, or on a walk. Dogs cool themselves by panting. If panting does not reduce the body temperature the dog will develop heat stroke. Early signs of heat exhaustion include rapid breathing, heavy panting, and salivation. Other signs are fatigue, muscle tremors, and staggering. If you see a dog that is experiencing heat exhaustion, take the dog to a cool, shady place, and apply wet towels or cloths to help cool the dog's body down. Try to give the dog small amounts of water, and immediately call a vet. Dogs that don’t like heat
Overweight and older dogs will have more difficulty with the heat. As far as breeds are concerned, it is generally accepted that snub-nosed dogs, like boxers, bulldogs, pugs, Boston terriers, Lhasa apsos and Shih tzus have poor panting mechanisms, and so are more susceptible to being affected by heat. These should be indoor dogs, and should not be kept in the yard
during the day. They should spend their days lounging in the air condition comfort. Dogs with heavy coats can be trimmed for the summer, but not shaved bare or else they'll have a hard time insulating themselves and will be prone to sunburn and other skin
irritations. Dogs and summer exercise
It's never a good idea to exercise your dog by having him run alongside your bicycle. If for some reason you do this from time-to-time, please don't do it in the summer. Dogs and the car
I know that Hugo loves to ride in the car. I've never met a dog that didn't. If you are going to run some errands, and it's 45 degrees outside, and the dog wants to come along in the car, please do him a favour and leave him home. If for some reason you have to take him along, do not ever leave him in the car without the A/C on. Even with the windows cracked, that car will heat up fast enough to cause brain damage or death in just a few minutes. Using common sense and taking some of these tips into account, you should be able to keep a happy healthy pet in our hot climate. shivkaushal@yahoo.com |
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Woman's World
The FLO presented awards to 25 women achievers from diverse fields like art, business and entrepreneurs, public service, non-governmental organisations and professionals.
India International Centre (IIC) Chairman Karan Singh and Bollywood Director and filmmaker Yash Chopra were also present during the occasion. Delhi Chief Minister Shiela Dikshit presented the awards and said that the world would become more friendly and peaceful, if more women reach to prominent positions in much larger numbers. "I am sure that this would be a much more peaceful, much more happy and much more friendly world if the women reach the prominent positions in much larger numbers then they are today. So therefore the women should not only be encouraged but also empowered," Dikshit said. Some of the prominent personalities who received the awards included Ghazal Singer Penaz Masani, ICICI Joint Director Chanda Kochhar and entrepreneur Sulajja Firodia Motwani. Chanda Kochhar said that women should work as hard as men to the reach the highest positions. "The women should also work as hard as men in a job for reaching a particular position. They should not give any excuses. I am sure you will get more such examples in coming days," Kochhar said. The FICCI Ladies Organization was established in 1983, as a division of the Federation of Indian Chambers of Commerce and Industry (FICCI). It is an all India forum for women with headquarters in New Delhi and seven chapters throughout India representing over 1800 members. — ANI |
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Gimme one more chance
"Acid Factory is one of my biggest films. I really worked hard for the film and can't wait to see the promos on air," Dia, who made her Bollywood debut in 2001 with Rehna Hai Tere Dil Mein, said in a press statement. In the film, Dia is the only female character and has performed several stunts on her own alongside actors Fardeen Khan, Irrfan Khan, Manoj Bajpai, Dino Morea and Aftab Shivdasani. Directed by Suparn Varma, the film is produced by Sanjay Gupta. There were reports that Dia had developed differences with the makers of Acid Factory due to the delay in releasing the film, but the beauty queen-turned-actress denies it. She said: "The film is releasing as scheduled - winter 2009. It's a big release and they (the filmmakers) have a grand plan for the marketing of the film. The shooting of the film is complete and it is in the post production stage now." — IANS
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Bruni meets her match
Carla Bruni, who has been hogging limelight as a fashion icon since her marriage with flamboyant French President Nicolas Sarkozy, had to share her glamour on a visit to Spain where she met her match in Princess Letizia. Both Bruni and Princess Letiziathe, wife of Spain's Crown Prince Felipe, made the steps leading to Zarzuela Palace in Madrid resemble a catwalk as the French First Lady and her husband arrived for two days of talks. Both women wore similar fitted dresses-Bruni in cobalt blue Christian Dior and Princess Letizia in plum by one of her favourite Spanish designers, Felipe Varela, British newspaper The Daily Telegraph reported. But while Bruni opted for modest kitten heels by the London-based French celebrity cobbler Christian Louboutin, the Princess, a former newsreader, accessorised with lilac platform-soled extreme high heels, a shoe passion she can well afford to indulge given her husband is at least six inches taller than she is. Bruni and Sarkozy were greeted by King Juan Carlos and Queen Sofia and were honoured with a military parade before attending a luncheon at the Pardo palace, where visiting dignitaries traditionally stay. — PTI
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Playing Pa
Bollywood actor Abhishek Bachchan is said to be playing his megastar father Amitabh's father in the upcoming movie Pa, reports femalefirst.co.uk. Those working on the production are not permitted to speak about the film as per contractual rules. However, a source from the production house has revealed that "Amitabh plays an alienated and slightly retarded son of Abhishek" in the film. Helmed by adman-turned-director R. Balakrishnan, popularly known as Balki, the film has its sets shrouded in secrecy and especially Big B's look in the film. The 66-year-old spends around five hours a day in make-up prosthetics specially created by make-up men flown in from London and the whole project is being kept under wraps at present, with no-one from outside the unit being allowed on set. — IANS
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All have a desi and a Hinglish touch to them: whether it is in the punch line or the location of the commercial, the entire making of these advertisements oozes 'pure desipann.' 
Believing a partner is there to help you grow into the person you aspire to be predicted higher relationship satisfaction for both dating and married couples, the study showed. But the belief that your partner helps you live up to your responsibilities and uphold your commitments only predicted higher relationship satisfaction after marriage.
I am twenty-eight, an engineer working in a company for the last six years. I have never felt really happy with my job or situation. In fact, I cannot seem to remember being satisfied with just about anything. Even my girlfriend who loves me dearly irritates me at times. People seem to think I have it all, a good house, a nice job a great woman in my life and yet I feel completely lost. I find life a total drudgery, you get up in the morning, go to work, come back, eat out sometimes, watch a movie with girl friend and just go to sleep. Is this all to life? I feel a bit confused. What to do?
After having done bit roles in not-so-successful films like Cash and Krazzy 4, actor Dia Mirza now pins her hopes on forthcoming multi-starrer Acid Factory in which she has performed several stunts on her own.
