Yamla Pagla Deewana - Review and Strategy

One may call it a reiteration of the fact that Nitin Manmohan knows better filming than Karan Johar or Yash Chopra (former, no doubt) or it may be called as a reiteration of the fact that the Deols still have the balls to rock the nation more than or equal to what Rajnikant, Salman (Dabang) or Big B can ! Some told me that it was a come back for Sunny, Bobby and Dharam paa jee, but in my sense, they don’t need a comeback.


One may look at them (Deols) as underdogs, having delivered more hits independently than SRK, Akshay Kumar and Salman Khans of the world. (besides Bobby) The yesteryears He-man Dharampaa jee whos completed 50 years in bollywood, much more than Big B, was to my belief always underrated as against the Big B and Rajesh Khannas of his time, despite 250 films and acknowledged handsomest Indian Actor. And so was Sunny, but India remembers hits like Joshiley, Tridev, Chalbaaz, Nagina, Border, Ghayal, Damini, Gadar (National Award winner for that last 3) of Sunny Deol which were super duper hits !

Well, back to the subject – Yamla Pagla Deewana was an amazing entertainer – if u liked or appreciated the Dabang or Rajni types of movies this one was 10 times better with super reminders of the hit dialogies, stunts and situations of the yesteryear with a decent storyline, where no one could get bored !
Sunny gave the most rocking action scenes, which would beat Salman Khan and Rajnikant (btw, they too have their target markets and segmentations – UP-Bihar and down South respectively, the Deols too have a huge fan following across the Punjabs and Punjabis and they are all over ! I heard more cheers and whistles than in Dabang in a suburban theatre jam packed for the Friday 11 PM show.

Dharam was on his as usual charming act and almost 90% of the shots with daaru (alchohol) – what he is known for (don’t miss the suitcase he carries with glases and bottles and even chakhnas (snacks) when he travels. His sense of humor and famous Dance steps got more whistles than that of Sunnys dance steps and actions. Btw, Sunny beats Dharam on the daaru when he drinks it from a bucket (balti) !

Bobby was as usual trying his best to cope up with his bro and dad, somewhat trying to manage well, but overall the trio along with a brilliant comedy and acts by Anupam Kher, Mukul Dev, Johny Lever, Kulraj Radhava (the new heroine), Nafisa Ali and a lot of Sardars do a brilliant job, worth a watch !

The fundamentals of segmentation clearly works here – there were huge number of Sardars witn elaborate families watching this movie. My friends mom which is from Punjab was reminding us since a month about YPD (Yamla Pagla Deewana) and how the women of yesteryear loved to see Dharmendra ! And the cheers and whistles in the suburban theatre was loud to reach Caneda (Canada – the 2nd country of Punjabis post India) This for sure is gonna be a good hit (cant tell about South, besides Metros) but the movie would draw the hardcore DEOL FANS (till yesterday, I was not so sure about their fan clan) all over India and especially in the NRI Markets – US and Canada for sure ! Movies like Robot, Dabang etc remind us that there is a strong fan club for such movies and they despite any great story can really do well. YPD is also on the same lines with a strong package and add-ons.

It was a pleasure seeing the 3 Deols together in this LYBH- leave-your-brains-home- laugh riot depicting the larger than life style of the Punjabis, making pun of them while not demeaning them with small and multiple jokes around the plot. And above all Sunny, Bobby & Dharam pajee’s sincerity and passion to perform and give the best to the fans and audiences clearly shows in each act. A good entertaining movie with a good comedy, a great team work, fresh jokes, 2-3 hot item numbers and above all the loaded DEOL TRIO - I would rate is 4/5 and a must watch !

Movies like YPD, Dabang etc should give Farah Khan, Karan Johar and Ram Gopal Vermas and Priyadarshans of the industry a last warning on not to waste the audiences hard earned monies for their selfish business motives by giving the worst flops in the name of comedy or a good packaged story (even a 10 year old kid can make better movies than them) and a movie like this should remind them that they are what they are good at and not direction for sure and should focus on their skills of dancing (Farah), gay activism (KJo) and I don’t know what can Ramu on Priyan is capable or fit to do (may be retire, go on to Himalayas and meditate for life)

DABANGG – Positioning, Segmentation and Re-positioning

Some fundamentals first....all products have a certain lifecycle and the same can vary ie increase if re-positioned, re-packaged, else the same would die a natural death. Eg. Pantene, Lux, Pepsi and even Colgate are the brands which had to go through this phase for survival amidst stiff competition from new players in the segment. Even a giant like State Bank of India has to pass through this phase given the stiff competition from young banks like ICICI, HDFC, AXIS etc. You keep seeing Bank of Baroda, Union Bank etc changing their branding, positioning, logos etc. Al Ries and Jack Trout - the management gurus have shared some great cases on Positioning from the international perspective.

Some products do not require the same and are always a hit – eg. Maggi, Thumsup etc. The same yellow package and snacky branding for the former and the same simple black cola drink with a thumsup logo emphasizing on strongness or ‘’dum’’ positioning for the latter which still keeps the same alive and any tweak in the perception or positioning of the same could be fatal.

Now, taking this fundamental to our Bollywood – Not all actors are like Shahrukh Khan or Aamir Khan who could play a college kid as successfully at an age of 40 as successfully at an age of 20. Anil Kapoor still can play a young guy as compared to the old stooping Jackie Shroff. But all are not lucky enough like the Maggi or Thumsup to have a strong intrinsic brand value within. Many actors are smart or foresightful enough to understand their product life cycles and shif their positioning – like Akshay Kumar moving from action towards Comedy, where his peer Sunil Shetty still got tagged as an action hero and died his natural death. Diversification is not an answer, but complete shift in the positioning is. Look at Amitabh Bachchan. He too failed miserably trying to woo actresses post Agneepath in movies like Indrajeet, etc. He died almost a natural death till he repositioned himself as a different product like a senior police inspector in Khakhi or a senior role player in Black etc. And he changed his segmentation from the Big Screen to Television (KBC). Re-positioning and segmentation saved the Big B.

The Biggest example is Rajnikanth. He knew well in advance in his career (post Hum) that he does not want to die a natural death like his counterparts like Mithun, Govinda (He still lived longer, due to his niche), Jackie Shroff or Rishi Kapoor. He made his style a strength and his silly stunts of popping a cigarette, or his sunglasses or similar unhumanly possible stunts became his strengths and the brand relived post repositioning with super hits in the South and even International markets with movies like “Sivaji-the Boss” and now, the forthcoming “Robot’’.

Well, following the same principles of management, here comes Salman Khan with DABANGG ! (*) Sallu knows well that he is almost on the wrong side of the age so he cant do the college kids role.
Sallu knows that he is a little naughty one or not so serious one to get considered as a “cause-for-actor image” like Aamir, Ajay etc.
(*) He has his SWOT analysis in mind, knows his strength and what roles he can do well with.
He has experimented and tasted failures in his recent tries like Yuvraj, Veer, Hello, God Tussi Great Ho and many recent ones.
(*) He knows his competitors like Ranbir Kapoor, Imran Khan in the young genres and the inevitables like SRK, Akshay Kumar, Ajay Devgn (btw, these also have shelf lives).
(*) And more important, he knows his segment – The rural India…sounds different ? But, that’s the fact. Not just youngistan and young girls crazy after his body and attitude are his audience. This will be proved with Dabangg with a release around the eid and the rural segment targeted.

Well, quickly on the movie DABANGG – well since theres not much to write – Dabangg is a good movie for Salman Fans and gives you a treat of a Rajnikant flick. First, the meaning of Dabangg - Dabangg means someone who’s power is dominated on everything. Most of the time, this term is used in UP, Bihar. Eg. “Raja Bhaiyya ek Dabang neta hain”. This way people in the area show respect for the person. Its like “Todu aadmi, Pahuncha hua khiladi or Stud-Champ” etc. Those who are Dabangg are never afraid of anything/anybody. They do whatever they want to do.

Keeping your brain aside, it is a generic time-pass with some Rajni & Matrix like fight stunts, a couple of good scores, some good dialogues and a fresh Sonakshi Sinha who seems promising (a good launch pad with Salman and with more efforts could be a good competition to the young genere' like Sonam Kapoor, Genelia DSouza etc). With almost no storyline at all and complete wastage of talents like Arbaaz Khan, Vinod Khanna, Dimple Kapadia, Anupam Kher, Mahesh Manjrekar and even Om Puri, Dabangg is a story of a corrupt cop Chulbul Pandey and his tiff with the local politician-gunda Chhedilal played well by Sonu Sood. Good and honest efforts by Salman Khan, Sonu Sood and a refreshing Sonakshi. For a change a Cop wins against the Politician in UP scenario (though must be close to Gangajals, Omakaras and Gulals of the world…but no closeby…actually a different product altogether with not much UPism in it)

The movie would do good given (1) the Segment (Rural markets; Tere Naam was a Super hit), (2) the timing (Eid, Ganeshotsav, Weekend) and (3) even in the Metros the game of first 3 days especially Holidays will help gain the scores for the movie with the first show at 10 in the morning houseful ! The attitude would be “3 days holiday – atleast lets go and watch the Salman flick !” Don’t go by any great ratings as Taran Adarsh and Masands of the worlds are all fixed. From a movie perspective (story, screenplay, direction etc) its 2/5 and from just entertainment perspective 3.5/5 !

Nothing to take away from the movie - a time pass Masala movie - equal to Singh is King, Hey Baby and much better than Khatta Meetha, Tashan…..Am sure this will be a better performer at the Box office than the recent flops of Salman like Yuvraj, Wanted, Veer, Hello, God Tussi Great Ho …. It’s a good decision Salman, to go on Ranji track and repositioning your brand and segment rather than choosing a dead end like Sunny Deols and Sunil Shettys of the world…and thanks for making me revisit the strategic fundamentals of Positioning, Segmentation and Re-positioning !

Bharat Bandh- Only a Performance Appraisal of the Opposition

Sipping my filter coffee, stretching my legs on my bean bag - at 10 AM on a Monday morning – sounds surprising ? Well, its July 5, 2010, a nationwide strike- Bharat Bandh called by the Opposition parties -13 parties like BJP, Shiv Sena, Left front etc to protest against the inflation, price hike, high commodity costs and fuel price hikes. Well, sitting at home - don’t want to risk going out and have a stone pelted at my car for being over-loyal to my work, especially when the office is almost empty.

Back to the topic, if u ask me, Bandh is not an answer to get the prices in control. But the estimation is that the government would budge off in pressure of the opposition, which is 100% unlikely and if that happens that will be a victory of the opposition. UPA Government may reduce some prices next week, as they have been doing pre-elections to fool the short visioned voters, the would not be deemed under the so called opposition pressure. Bandh, to me is a wastage of productivity and loss of precious manhours but well, if my tax money is going to give me what the UPA government is giving, why not sit, relax and enjoy a holiday instead !

Having been born and broughtup on Bengal, I could claim myself as one of the most experienced writer on Bandh’s. In Calcutta, almost 1 to 2 days of a month even today are passed off as a holiday due to some strike or the other… those also went upto 10-11 days in a month with slogans of Inqellab Zindabad echoing in the streets, Chakka Jam (Flattened tyres / held tyres) of Buses and Trains and also seeing burning buses and private vehicles was a common sight there. When I see Bandh’s in Mumbai, they seem so docile and low lying comparatively. Well, one should not be inspirational on this front atleast.

Well, back to the Bharat Bandh – from being a unconstitutional means of demonstrating against a cause this is more of a Performance appraisal of the opposition political parties. To give you a background, all parties have National Heads, State Heads, City Heads, Area Heads, Ward Heads and so on…Well, the State Heads of Opposition parties are under the performance pressure to do well and their fate, future role depends on today. Today evening will decide, how long will Nitin Gadkari stay as a BJP President - for 1 year of 4 more years. Today evening will decide who is stronger Shiv Sena or MNS and where the Marathi vote should go.

Now, a better example in a laymans terms. Mr. A is the head of X Opposition party in North Mumbai (Goregaon, Malad, Borivli, Virar, etc) and Mr. B is the head of Central-Thane region of the same party. Mr. A and his team in North Mumbai by the day end have ensured that (1) All shops are closed (2) There are no auto rickshaws and taxis on the floor (3) There are 5 trains stopped (4) There are 10 dharnas (Protest sit outs) outside the government offices. Mr. B ensured 1,2,3,4 and (5) also his men are seen in Media channels slapping some train commuters (You can see even on TV one clipping this morning) (6) There is a lathicharge on the activists and (7) 2 of their senior leaders have been arrested in full glare of media. Take a guess, will Mr. A be rated higher or B ? Ofcourse, undoubtedly, Mr. B and he is sure shot the party’s favorite candidate for being nominated as the Party chief for Mumbai or getting an MP ticket. Well, this is nothing but a Performance appraisal, PMS or Rating as you would call in your HR parlances.

To add on, Media plays a critical role. If a certain party has a good networking, they would carry along most of the channel guys for their event or action plan (for eg. Rail roko- stop the train, Fire the Bus etc). What do you think, is media so smart that they will be covering the whole city and would genuinely come across all of these ? Well, so the winner today is the one who is able to showcase more of his/her performance on the TV and Print media. And that’s the “Visibility or Perception” factor which you may find in the organizations where along with performance the same is required to excel. Here, the raters are not just the party bosses but also the junta !

Though none of us bother much, we may criticize or even call them fools, but sorry we are not their audiences, we are the 60% who wishes to be absent of go on a vacation while going to vote – so they care a shit about your and my views ! Their TGA (Target Audience) is the rest 40% - Lower and Lower middle class who would by being impressed or afraid come to vote for. They would also themselves with family step put with the parties. (some may claim they are the worst hit, but who is not?) And that’s the politics of India.

Well, its just 11:30AM and here is the interim report card (guess what will be the status by the evening)
Bandh is so called very successful ! Successful on all the performance appraisal and rating parameters like – Most Flights cancelled, Airport stranded. Public transport and private vehicles almost out of roads, shops shut across all states. Thousands activists /protestors arrested. Schools, colleges, markets shut. Offices Empty !!

• Kolkata and Bengal shut as usual.(Left ruled)
• Kerala, AP also shut as the opposition strongest (Left and TDP)
• Delhi – the centre so full focus of the opposition.
• UP – Lucknow - Lathicharged and Power hoses (water charge)
• Bihar- Patna badly effected.
• Mumbai – Major protests, roads empty, no taxis, autos, trains blocked, buses stoned and broken in Worli and Vakola, Private Cars of oversmart people pelted and hit.
• Pune- 26 buses broken. Shiv Sena, BJP leading the fray across Mumbai and Maharashtra
• Leaders of Opposition- the big names like Kirit Somaiyya, Sardar Tara Singh, Vinod Tawde (BJP) Abu Azmi (SP), Chandra Babu Naidu (TDP, Hyderabad) (they have become heros and will be released at night- cool, that’s the Law and Order in India )

India is a country with a thin margin between the Government and the Opposition (all put together) and hence the bandh has to be successful and for the opposition , this is possibly the last few chances for their power show (shakti pradarshan) The bandh so far is super successful but is this the answer to reduce the price hikes ? I leave it upon you to answer (if you are a voter, then you have right to question this, else not)

Today, the total Opposition – the rightist, the leftists, are together for the bandh- the question is where were they, when the same could have been taken up in the Lok Sabha by a motion bill by the representatives of the citizen. But, the question is would they have got this visibility ? And if by any chance, the government reduces any prices post the Bandh (if Murli Deora and colleagues have been delivered their respective suitcases) – that will be the icing on their cakes.

Well, let me leave it upon the representatives you and I have chosen, if in case you have also chosen one…. I have plans for some cool beer, a sumptuous lunch, an afternoon nap, and evening movie or some teen-patti / poker at friends’ on a Monday !!! (unlike Calcutta, cant play cricket on the highway)


Picture Courtesy - bengalnews.blospot.com and Suresh

My Name is Khan – A Win-Win Strategy for 3 Parties

My Name is Khan will be more famous in the History not for the content or the great acting of SRK-Kajol or the sensitive topic, but merely for the Controversy around it with the Shiv Sena's protest against Shah rukh Khan this Pro-Pakistani players approach in the IPL

Today, the Cub turned young Tiger woke up and roared – at the right time with right data. The man is non other than RAJ THACKERAY who speaks the fact so true which neither the accused nor the media has an answer to. Was thinking since last few days, where did Raj Thackeray vanish amidst the re-hijacked Marathi Maanus and Mumbaikar Issue raised by the so-dead-now alive Uncle Bal Thackeray Re-Hijacked as in it was erstwhile the agenda of Shiv Sena to play around the vote bank with Marathi Card, which was successfully hijacked by much dynamic and young nephew of Bala Saheb Raj who proved the same by data in the last 2 elections. And again the agenda is Re-Hijacked by the Uncle. One thing is simply clear – Caste and Creed are the only productive cards for Victory in Indian Politics. Development is some strange new word in the dictionary of Indian Politicians.

This is for the first time Raj spoke about his rival party’s protests against the movie. This as well as some more facts can open eyes of the Citizen and as a Marketing Strategies, I would refer the whole controversy around the Movie as a Win-Win Situation for 3 Parties. The Shiv-Sena, SRK and the Congress-NCP Government. The only party left out this time is Raj and his MNS and hence we hear him. (Pls Refer - http://ibnlive.in.com/news/why-slam-srk-and-spare-big-b-raj-asks-shiv-sena/1099743.html?utm_source=IBNLive_11feb10_MCDB_110210&utm_medium=mailer )

Raj’s point is very clear, which helps open the eyes of the Indian Citizen on the whole issue. The point is simple. “Such a noise is made over Shah Rukh Khan for this one statement of his. But no one is saying anything about Amitabh Bachchan singing poetry with Pakistanis for a newspaper,” said Raj at a press conference in Mumbai. “They are demanding an apology from Khan for his remarks on Pakistani players. But Bachchan was seen a couple of days ago sharing the dais with Pakistani artistes and reciting poems. If Khan has to apologise, then why not Bachchan."

This is a hard fact and I agree with Raj atleast for this. Some brief analysis on the 3 beneficiaries of the whole Controversy (1) Shiv-Sena and Bal Thackeray (2) SRK (3) Congress-NCP Government.

(1) Beneficiary 1 : Uncle Bal Thackeray who was almost a written off case as good as a Jyoti Basu, who most Calcuttans abused to the core, but when he died, all paid homage to, - Bala Saheb has all of a sudden come into limelight. The base is the Marathi Vote Bank and the existence (hindi- astitva) of Shiv Sena in front of the growing strong MNS of Raj Thackeray. Since 2-3 years, no one wrote or quoted Bal Thackeray so seriously except his own party run paper Saamna. And todays TOI is all praises about the man quoting that all from various walks of life come to Bal Thackeray to seek his divine blessings.

Well, nothing is wrong from their perspective. Any party will need some strategy to regain its lost vote bank and it is their job. This controversy will help get them some mileage as each of the 1500 arrested Shiv Sainiks who would have spent 3-4 nights in the lock up will be almost like a small semi demi god in their chawls and areas when they go back. They will be garlanded and welcome and will gain more popularity as much as Bhagat Singh gained to become like a martyr and fight for his cause. Each Sainik will get a new lease of life, a refreshed vote bank and this will help in the time to come.

(2) Beneficiary 2 : Bollywood Baadshah SRK- Well, I highly respect this guy not exactly for his acting, but for his marketing and branding skills and this could be the best possible way to outshine much stronger competitors around. That is the difference between Sachin Tendulkar and SRK. The former, sleeps on the floor and touches the feet of Uncle Bal and the latter squeezes the complete mileage out of the situation before doing so. The common factor is that possibly both sleep.

Now, coming to SRK – One fact is a mystery as per Raj and all of us too – will tweet SRK on this and am sure he will reply back with some convincing answer- that’s his skill. The Mystery is if SRK is backing the participation of Pakistani cricketers in the IPL, why did he not select Pakistani cricketers for his Kolkata Knightriders team.

The cast and crew of "My Name is Khan" are attending its premiere in Abu Dhabi and later head to Europe for a screening at the Berlin film festival. Well, one more fact that Raj missed out and may be some of us is that (1) the movie of Rs 50 Crs, bought by the Fox group for Rs 90 Crs- My Name is Khan is going to make ONLY Rs 10 Crs from Mumbai – That is hardly 10% - so why would some one be so bothered over it – but well, the publicity out of the controversy can make the Mumbai contribution Rs. 6 Crs, but the other places would make up or may be gross much more than expected due to the whole controversy.

A good strategy SRK- to overpower the recent fame of Competitors - Aamir Khan (3 idiots) or even Amitabh Bachchan (even at this age,he keeps on doing anything to be there) or Sachin Tendulkar even Rahul Gandhi (if he sees him a peers from any angle). Atleast I see this a little positive as compared to others who have always bowed down and said sorry... Good stand SRK, atleast from a Citizens view.

(3) Beneficiary 3 : The Congress-NCP led government, where in CM Ashok Chavan and RR Patils Home Ministry has arrested 1500 Shiv Sainiks and warned 50 Middle level leaders (what do you mean by warn ??) and are assuring the Citizen of Mumbai full security and support just to fool us, where on the otherside, their own leaders like Sharad Pawar (NCP Head), DY Patil (Congress past few days to seek good wishes and blessings.strong man, educationist, now the Governor of Tripura), have been visiting Bala Saheb over the past few days to seek good wishes and blessings.

Lots of questions arises in the Middle and Upper Middle class on the assurances of the CM and team to control the situation - this class ideally do not matter for the politicians as they are not the vote banks. The proof is despite the assurances of Police and the whole bandobast, the cinema and multiplex owners do not have faith in the system and have not been selling tickets. But yes, the Lower and lower-middle class is ga-ga over the superb guts of the Government to commit full security and safety. This class does not understand that its the Governments job and they get paid for it. The Government is gaining more confidence of the so called votebank, the masses.

Thanks Raj, intriguing me to write this piece post reading your pain point. But you should also remember that when you were a part of Shiv Sena years ago, you and your team also protested against Sanjay Dutt (For Khalnayak due to his TAT case ) , Aamir Khan (For Fanaa) and your Favourite Amitabh Bachchan for Shahenshah (during Bofors).

Strategies aside, I am looking forward to see My Name is Khan either today, tomorrow or whenever and am sure many of us would - We should not get surprised, if we see Aditya Thackeray, the young and creative Shivsainik – son of Uddhav Thackeray watching and enjoying My Name is Khan with close friends. And one more good news for the young lovers… feel free to express your love this valentine, as the Sainiks will be busy achieving their targets for My Name is Khan !