Vacation Diary

The past couple of weeks I have been on a whirlwind tour of Tamil Nadu, zipping across the length of the state. Perhaps, I’ve covered more constituencies than the touring political leaders! After a brief visit to Chennai to meet some old buddies, I went on a short vacation to Hogenakkal with my parents and sister’s family. The main attraction is a canyon of the river Cauvery that is around 200 ft deep. It was vacation of a different kind with bathing in the waterfalls and a fun ride in the river by means of ‘parisal’, the traditional basket boats (called ‘Coracle’ in English)! The famous ayurvedic massage (by a masseur, of course) and freshly fried fishes by the riverside were added attractions.

This is perhaps one of the very few places that still preserves and boasts of this antiquated mode of water transport which is said to be dated to the pre-Roman period. At about 70km from Dharmapuri, Hogenakkal is for sure an exciting and different weekend getaway. It is at the very end of the TN state border as one crossing the river would land up in Karnataka! Those of you who plan a trip there don’t miss out the Crocodile park which houses more than 400 of the reptiles.

After coming back to Madurai, I caught up with my rustic roots by paying a visit to the cluster of villages in the Chettinad heartland. I attended some functions, met up with relatives and went to places of worship. As CECRI alumni would know, a visit to the region is incomplete without a visit to Pillayarpatti, the favorite abode of the Elephant God and also the last resort of the Cecrians at the time of exams and placements! After doing all this traveling when the mercury was at its zenith, I must admit that the packed and overflowing buses in the summer heat would put Hitler’s gas chambers of WW II to shame! I am presently resting in Madurai, for a breather before I begin the next leg of my touring.

Rajnikantoon!!

An International Blockbuster movie starring the all-time-great-trio Rajnikant, Amitabh and Chirajeevi would be released very soon! The Superstars and Top stars of Indian Cinema would dutifully release more than a movie every year, as compared to the present one every couple of years!

Really salivating possibilities aren’t they? Easily, wouldn’t they be any advertisers wildest dream? No, this post is not a fictitious one, but one that closely borders Star Trek sci-fi! Now over to “Thalaivar’s news” news that got me excited: Adlabs films of the Ambani Group has collaborated with Chennai based Ocher Studios to co-produce an animation project featuring Superstar Rajnikanth. This project is headed by Rajni’s own daughter, Soundarya Rajnikanth.

Now, here is an Idea whose time has come! I cannot but adore the innovativeness of the concept and its almost 100% chance of success. True, being a Rajni fan(atic!) some amount of subjectivity can very well creep in. But if one logically explores the strength of the concept, it becomes obvious that it is backed by the crazy-popularity enjoyed by Rajni and how much the public yearns for more of his movies. Moreover, an animated Rajni would do all popular styles and stunts that old age (after all hez getting old too and is about 55 already) has taken away from him.

A Sample!! (source: www.rajinifans.com)

As I said earlier, this concept is much bigger than Rajni. The possibilities are just endless for International Cinema! We could see all our favourite artists of yesteryears come back to life and collaborate with today’s artists across languages to deliver limitless custom-made entertainment. Hang on, the digital era of Cinema has just begun!!

Populism to the Core!

Interesting is the plank that the parties are fighting on.. Amusing is their election manifesto.. With no ‘real’ issue to raise and fight on, the parties are madly scrambling to grab the attention of the voting public and in the process they are doling out freebies like crazy. The parties are promising the sky and earth just like an obliging (or is tactful a better word?!) parent trying to pacify a kid throwing tantrums!! Gone are the days when parties gave out money or clothes during election time to ‘buy’ voter loyalty. The politicians seem to have uncovered a more ingenious way than to burn a hole in their pocket in this big gamble. The solution: use the taxpayer’s money instead and make it contingent upon being voted to power.

Sun TV beams ads every five minutes in support of the DMK saying "Vote for the party that gives free Colour TV, Gas stove, Rice at Rs. 2/kg, 2 acres of free land" and what not. ADMK on its part, through Jaya TV is promising "free bicycles, books, free computers for all +2 students, 10kg of free rice, (which works out to Rs. 1.75/kg) and even writing off of all farmer debts amongst other freebies"!

This is as populist and inefficient as it can get. Rather than promising good governance, progressive schemes and innovative solutions to people’s problems, the parties are resorting to the easier, but costly way to power. Thereby, they are subjecting not only their government, but all future governments to an irreversible curse. Such measures are sure to plunge the State’s coffers to abysmal levels, as if they aren’t bad already. Its high time that the parties and the public wake up to the fact that such ‘generous subsidies’ are not practical today. Its time we looked at things from a long-term-sustenance and efficiency perspective rather than a short-term-gain point of view.

PS: Two more days to go for the elections!

Akshaya Tritiya - A Marketing Success!!

On the 30th of April 2006, a record 25,000 kgs of Gold was sold in Tamil Nadu alone. This is a record of sorts amidst soaring gold prices which has hit an all time high of over Rs. 900 per gm. The occasion, “Akshaya Tritiya”. This is a brilliant marketing strategy on the part of the Jewellers who in the past couple of years have sold the concept of ‘auspicious purchase of Gold’ just too well.

Even three years back when I was in Chennai, popularization of this idea was in full swing, and there were ads all around. Then, I was instructed by my parents to buy something in gold. Unaware of the rush I coolly went at 11 in the morning to GRT in T. Nagar only to find people queued up outside the shop and the line was longer than the street. It made me wonder whether someone was handing out free gold coins at that hour! I had to move with the queue and spend nearly 2 hours to buy a ring.

This year, I could see that the concept was growing bigger. The ads have brought in Platinum jewellery into the ‘auspicious fold’! With Platinum selling at over Rs.2000 per gm, at more than twice the price of Gold, this makes good business sense. This is a good case of innovative marketing, something akin to “Champagne for Special, Momentous Occasions”!