Sunday, April 29, 2007

Bollywood theme park.

A Bollywood theme park is being built in Mumbai along the lines of Hollywood studio parks, allowing fans to go behind the scenes of the world's biggest cinema industry in terms of viewers.

Percept Holdings, a media and entertainment company, is constructing the theme park at an initial cost of $100 million in a sign of the growing taste for merchandising in an industry evolving from family firms to Hollywood-style companies.

"Bollywood is what the Indian masses turn to for entertainment," said Shailendra Singh, a top official of Percept Holdings which is building the park in Mumbai, India's cinema and entertainment capital.

"Bollywood accounts for over 40 percent of the total revenues of the overall Indian film industry, but there is no organised format or means to consume this experience."

The theme park, due to open in 2008, will have Bollywood cafes, a hall of fame, museums, Bollywood rides, sets, shoot visits and simulator experiences.

Despite being so prolific - Bollywood makes more than 800 films a year - the industry's revenues stand at half of what the Walt Disney studio made in box office revenues in 2006.

But studios and analysts say the industry is aiming at following Hollywood with "media convergence" - the buzzword for plastering products across an array of media such as television, the Internet, video games and mobile phones - to raise revenues.

Revenues from India's film industry, valued at about $1.75 billion in 2006, are forecast to nearly double to $3.4 billion by 2010, according to estimates by PricewaterhouseCoopers.

Tuesday, April 24, 2007

Mumbai airport is wifi!!!

Mumbai's Chhatrapati Shivaji International Airport (CSIA) on Monday became the first international airport in India to launch a free wireless network service. The service went live with the Mumbai International Airport Private Limited (MIAL), CSIA's operator, activating an enterprise-class Wi-Fi service throughout the domestic (IA and IB) and international (2A and 2C) terminals. MIAL is a joint venture between the GVK-SA consortium and the Airports Authority of India.

So far, CSIA had been offering a prepaid Wi-Fi service, the same as with Chennai airport. New Delhi airport is due to have Wi-Fi connectivity from the next month

With the service accessible on all Wi-Fi enabled laptops now, the CSIA now joins other major international airports like Hong Kong's Chek Lap Kok, Las Vegas's McCarran and Malaysia's Kuala Lumpur International Airport in offering similar service.

Mobile service provider Bharti Airtel Ltd, which is powering the service, is offering wall-to-wall accessibility throughout the airport's four terminals. That means only bona-fide passengers inside the terminal building will be able to take advantage of the facility. To prevent potential misuse, each session would be valid for about four hours.

According to Bharati, the log-in process is a very simple one and does not require users to install or use proprietary software. The facility is also available on other hand-held devices such as pocket PCs, smart phones, mobile phones, gaming devices and PDAs.

According to MIAL sources, the speed of the service will vary between 64 kbps and 128 kbps, depending on the number of simultaneous users, but will never dip below 64 kbps. While this service is being offered free of charge to all passengers carrying Wi-Fi enabled laptops, a paid service for a bandwidth of 512 kbps and above, will also be introduced shortly.

Free Internet kiosks will be set up at all terminals, and each terminal will have at least one kiosk with a minimum of four computers.

Meanwhile in a release, G V Sanjay Reddy, managing director, MIAL, said, "We are pleased to be the first airport in India to provide wireless coverage of this nature to passengers. Wi-Fi connectivity and the free Internet kiosks will facilitate better communication access for travellers to CSIA. This initiative would help us enhance passengers' experience and is in line with our commitment to making CSIA a world class airport."

"At Airtel, we have always been driven by a vision to offer futuristic products and to make mobility a way of life for all our customers. Our engagement with MIAL is a significant milestone in partnering to help passengers stay connected at India's busiest airport," said David Nishball, president, enterprise services, Bharti Airtel.

Tuesday, April 17, 2007

Stay fit switch to Sugar Free.

Exercise is a strange

feature of modern life. Most people want to cut down on calories and rid their bodies of extra flab. But talk exercise, and the excuses come flowing in… busy schedules, plain laziness, health reasons…
In fact, a dream come true would be if you could get rid of those extra calories without exercising. And Sugar Free Gold is trying to help you make it happen by becoming your calorie manager.

Jyoti Shiralee, general manager, marketing, Zydus Cadila, says, “Three years ago, our communication strategy was to reposition Sugar Free as a healthier substitute for sugar and not just a medicine for diabetics. Then we moved to educating people about the product and about it being a daily calorie manager. After that, we took the brand a step forward by appointing Raveena Tandon and Harsha Bhogle as its brand ambassadors and positioning the product as one that anyone can use.”

Shiralee adds, “Now our communication strategy is to position Sugar Free Gold as providing freedom from calories. We are addressing various obstacles that come in the way of fighting calories and communicating that switching to Sugar Free Gold can be an alternative to keep a check on those unwanted 500 calories.” It is estimated that a person consumes 500 calories daily in the form of sugar alone.

The TVC opens with a hassled mother, busy with her chores and handling too many things at the same time. She is feeding her children breakfast with the phone pressed between shoulder and ear. She exclaims, “Gawd! It’s so late.” And shouts, “Kanta bai, mere liye Tai Chi class jaogi (Kanta ‘bai’, will you go to my Tai Chi class for me)?” The next scene shows the maid practising Tai Chi moves in the class.

Next, we have a man walk into a boardroom, in which there are three or four men, and ask, “Hi guys! Meri ek bahut zaroori meeting hain, tum log mere liye zara jogging kar ao (Hi guys! I have an important meeting, will you go jogging for me)?” Next scene: four men in business suits, jogging in a park.

In the third part, a woman busy at work on a laptop yells, “Gaurav, mere liye aerobics ke liye jaoge please (Gaurav, please go to the aerobics class for me)”, and gets back to work. The man in question is shown sweating it out in an aerobics class. The voiceover says, ‘No time to exercise? Make a start with Sugar Free Gold. Din ke 500 calories kam, tension khatam. Freedom from calories.’

Shiralee says, “We are reaching out to passive fitness seekers who feel guilty about not exercising, but cannot manage to exercise because of lack of time, inertia or just because their desire to exercise is half-hearted.”

Ashish Khazanchi, executive creative director, Rediffusion DY&R, says, “We have used the insight where we ask people to fill in for us if we can’t do something ourselves or where we wish that someone else would do a job for us.”

He continues, “There is one category where people are fitness enthusiasts and then there is another where, at a subconscious level, you want to remain fit, but somehow never end up in the gym. We are telling the latter category to incorporate Sugar Free in their lifestyle and at least get rid of the guilt of consuming 500 extra calories.”

Shivendra Singh, the filmmaker who made the ad, says, “While shooting the commercial, we were conscious of getting the milieu right and also that the humour expressed should not come across as being overboard. For this, it was essential to get the characterisation right.”

The music scored by Ram Sampat, with the word, ‘Time’, also adds to the humour, says Singh.

Shiralee informs agencyfaqs! that the TVC is an extension of the print campaign which Sugar Free launched some five months ago, in which it tried to address various barriers to fitness. Based on the campaign, the company undertook research, looking for barriers that were credible and appealing. Shiralee does not rule out further campaigns that will address barriers other than lack of time to exercise

Monday, April 16, 2007

GSK caught Red handed.

GlaxoSmithKline (GSK) has been caught in a shocking case of misleading advertising. GSK makes a juice drink called Ribena. The drink is popular in Australia, New Zealand, and the UK.

Ribena has long been pushed as a "health" food for children. For years it has been advertised as being rich in Vitamin C. Two popular tag lines are "the unique Ribena Syrup taste with loads of vitamin C" and "The blackcurrants in Ribena have four times the vitamin C of oranges".

Incredibly - the product actually has no detectable Vitamin C - and GSK have been telling lies for over 4 years.

This amazing deception was uncovered by two NZ schoolgirls who, as part of a school project, decided to test Ribena for Vitamin C content. They couldn't find any Vitamin C, and were brushed off by GSK. The girls persevered and eventually their research made it to New Zealand's commerce commission who fined GSK NZ$217,000 (US$ 155,000).

From the NZ Herald editorial:

Somebody in Ribena's marketing must have imagined they were very clever. They would carefully cite the vitamin content of blackcurrants but not of the drink. Now that the deception has been discovered they have succeeded not only in exposing the complete absence of vitamins in the concoction but also, it seems to follow, an absence of blackcurrants. Whatever is in the carton besides dissolved sugar and flavoured water it is not something the makers want to promote.

This wasn't a mistake. It was a deliberate and calculated deception.

Now how often we go by the ads shown by big companies about the superiority of there products.We need to be doubly sure?

Saturday, April 14, 2007

What a life???

Some times in our life we take some decisions which completely changes the way we live our life??
I did that last month when i changed my job from sales to training?Though in the same organisation,the vibes are good i am getting to settle and loving what i do.
Will keep posting about the changes and discoveries along the way.
I shall continue to blog about Bombay and life in this dream city.
Keep Reading.

Sunday, April 08, 2007

Sorry for the delay.

Dear readers.sorry for keeping out of touch for long,i am working on a new assignment and travelling thus the delay once i settle down will be back with a bang.Till that time Keep the faith. Amen.