The Hindu Business Line : Powerless?

The power breakfasts and power lunches that the rich and powerful have are, of course, well documented. However, one of the amazing features about this vibrant metropolis is the fact that it had 24X7 power supply. And that is a hell of a statement to make, especially to all those miserable citizens in every other city in India who have been battered into submission and have accepted power cuts and load shedding as something they have to live with.

Well, I did say "had" 24X7 power supply. Now the Government has woken up to the fact that some of its policies were not conducive to fostering a good `power' situation in the State. The first people to face the axe were those in the advertising industry. Since last week, the Government decreed that neon signs and illuminated hoardings have to be switched off. No amount of moaning that Mumbai's fabled skyline would never be the same again cut any ice in the corridors of power. The mandarins of Mantralaya (the Secretariat) decided that outdoor advertising would have to be satisfied with being seen in natural light.

Drive through the arterial roads of Mumbai these days, or rather these nights, and what do you see? Well-illuminated hoardings with advertising for everything under the sun, sorry, moon.

Is the advertising industry flouting the law? No sirree. Most of the estimated 1,100 illuminated hoardings are being powered by generators. And the show goes on. Well talk about `out of home' advertising coming of age. Here's a "shining" example to prove the point.

All clear?

Karan Johar has shown he can be as good a talk show host as he has been a moviemaker. His Coffee with Karan seems to be doing rather well. The show where he has Esha Deol and Shahid Kapur was rather interesting. Shahid Kapur, who is more well known as the love in Kareena's life (poor chap, he can't help that), spoke well, looked good and held out great promise.

Yet, Shahid, while we can excuse a nervous tic, you simply cannot keep scratching your head nervously. Remember you are the Clinic All Clear boy. And a nervous itch, that too on the scalp, is simply a big no-no.

Dressing sky-high

Ritu Beri, Ravi Bajaj and other top designers have been used to design the uniforms of the cabin crew of airlines such as Jet Air and Sahara.

Kingfisher Airlines, of course, has the most modern and dynamic uniforms with `above-the-knee' red skirts that look really quite attractive.

Yet Air India has decided that these desi designers simply will not do for the new international look they intend sporting very soon.

To ensure this they have flown the 80-plus Peirre Cardin down to India. Cardin has completed his first trip and will evidently begin the rather daunting task of providing a contemporary, stylish new look to Air India's flight crew.

Two points jump readily to mind. Firstly, Cardin is really not top-of-the-line. He hasn't been for quite some time. His name is quoted mostly while explaining how rash brand extensions dilute the equity of the parent brand. The once proud Cardin brand now does such eminent jobs like adorning the back-present kit of 12-year-old children with their Cardin pens.

Secondly, Pierre himself might be a venerable name but I sincerely do not believe he can re-design the shapes of the crew itself. And without that, I wonder how the uniforms will make a difference.

Finally, all this will look good inside modern new aircraft. We are still waiting for those, Mr Maharaja.

Agencies for a cause

The AdClub Bombay has sent out a circular exhorting agencies to adopt a good cause and stick with it for at least 3-5 years.

The circular talks about commitment, spending time with NGOs, consumer research for them and the like.

The Club intends announcing the names of agencies which have adopted a cause in the media, on their own Web site and intends publishing a supplement or organising an exhibition to showcase this work at the end of the year.

Well, an `A' for the AdClub's effort, is what we would say. Too long have agencies associated with NGOs only to create fancy ads that very few people see, and then spend huge amounts entering them in every international award show in the world.

If agencies could really adopt a cause and work with it, they could really add a lot of value.

And Messrs AdClub, let's hope you guys keep your word and do the things your circular promises. Remember, we will be watching. And we have a good memory.

Taking off: Last week Victoria had light-heartedly speculated that the date for the Wadia airline launch would probably be when Jeh gets engaged to Preity. We meant Ness, not Jeh. It's easy to get confused between the handsome Wadia sons. And in any case, who believes idle well-intentioned gossip?

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