The Young India marketing : The Young India

The Young India

Tag: marketing

One Item Less (3/3)

Kartikey Sehgal
Part One
Part Two

Another theatre writer, Vikram Kapadia, whose play is undergoing adaptation for film, thinks that “there is no fixed formula as to what makes a film work”.

Vikram’s play ‘Black With Equal’ is a black comedy in English about the trials and tribulations of a housing society and has been staged more than a hundred times.

Like Aatish, he is comfortable with placing an item song in the film but his concern is avoiding the ‘dumbing down’ ‘of content. He …


One Item Less (2/3)

Kartikey Sehgal
Role of songs in a film’s success and a filmmaker talking about his film losing out to an item song and marketing.
Part One here.

…continued
But Sanjay feels that though an item number does not define a film, “there is at least a chance that more people will go to theatres. Because of the item song and any marketing ploy, the film is not going to lose out on audience”.

This logic, however, does not justify why the film ‘Summer 2007’, directed …


One Item Less (1/3)

Kartikey Sehgal

Written first for DNA

Director Shyam Benegal, who has captured myriad expressions of life in his various films, had to free himself from the clutches of the item-number when he was making ‘Welcome to Sajjanpur’.

“He did not want to include songs in the film. He did so on the behest of the producers”, says writer Atul Tiwari who has worked with the director.

In one of the songs, that was probably required to be the item song of the film, a village …


It is Okay to Not Vote

vote or tea

Kartikey Sehgal

It is absolutely fine if you do not vote in the coming elections. Asking you to vote compulsorily is like enforcing a caste system.

Consider the Jaago Re ad on television in which a ‘young’ man and his friend offer tea to people who have not cast their vote. You are sleeping-he tells them. When they retort that they are awake, the man says that if on Election Day people are not voting then they are obviously sleeping. The embarrassed/awakened people then accept the cup of tea as the two young men walk confidently amidst the crowd.

Compulsory voting is subterfuge.