Archive | August, 2012

indian_flag

Tags: , , , , ,

How Independent Are We?

Posted on 15 August 2012 by Meher Manda (Contributing Writer)

For enslaved is the man, whose soul hath crushed.

Two centuries of oppression notwithstanding, when India arose to freedom on the stroke of the midnight hour, oh boy, was it a jubilant feeling!  Leaving past struggles behind, rising towards a new tomorrow, with a never-back-down-ever-again motto, India seemed raring to go.

Or so we thought.

Over the years, what has genuinely gone wrong with India’s a self-sufficient-tomorrow’s strategy? Our struggle to independence is undoubtedly a phenomenal story in history, having been penned down by greats like Mahatma Gandhi, Subhash Chandra Bose, Jawaharlal Nehru, Bhagat Singh and the likes. But must we credit the country’s spite of today, to the crazy cocktail of ideologies that happened in the past?

After India attained independence and the constitution was framed, honest ideas went into bringing about temporary laws that would help restore balance in the Indian society riddled with class, caste and state issues.  But over the years, political opportunism has ensured that outdated laws have stayed and thrived to give mileage to one’s precious vote bank. A country that began its journey on honest grounds of democratic freedom and respect for individuals has spiralled into an uncontrolled growth of mess. Corruption, fanaticism, and complete intolerance of each other has overshadowed all the supposed pride that Indians ever possessed.

And the question is, in the true essence, are we really independent?

An independent state is one where every individual has the right to freedom, to be able to express his views (without bordering on hatred, of course) and to live his life, within the confines of state laws. But in India, where the laws themselves are structured for appeasement of certain sections and individuals are not allowed, even lawfully, to acknowledge their own ideals, where fanaticism is tolerated but the arts are not, something seems to be morally wrong.

For a country which has had a long fruitful association with love, with the arts and with a colourful culture, has become, along the way, a complete misunderstanding of ideals, and scriptures.

While we continue to survive on the back of sectional bias, understanding of core issues has been abandoned.

What about the promise we made to ourselves to have an educated and liberal India? A country that would bring to fore the immense talent, and invest wealth on progress. Isn’t it a little sad that even after 65 years of independence, we are still focussing on issues of caste and religion? In a world that is slowly beckoning a liberal structure, we are still being ostracised for being different. And in a country whose constitution prides itself for respecting numerous views and morals, people not conforming to the general norms are looked down upon.

Illiteracy, poverty, and a messy capitalist structure is plaguing the country’s very roots. The poor are continuously victimised by the growing pressures of inflation, while the rich are those that are in power. Ironically, the poor man’s servant, the leader, who was to serve his being, is the one sitting on a high pedestal and watching the tamasha happen.

Let me come back to the same question- What is independence? If you ask me today, this moment, I shall say that an independent country is that, where each individual has a right to his life, to be able to live along the terms he wants to, without directly affecting any other being.  A classless society, where there is no dearth of equal opportunities, and an economical structure, where the money gained is spent upon oneself with complete transparency. Where there is no restriction for someone who wishes to not conform to one’s ideals. That is an independent country, and until then, I chose not to dwell in the erstwhile culture long lost and misunderstood.

Comments (0)

Tags: , , ,

8 Tips to Make a Good Print Ad

Posted on 14 August 2012 by Srirang Kavali

When it comes to advertising, the effectiveness of the print ads in the business is undeniable. Be it any type of product, be it for the general public or for a niche customer base, print ads are the way to go when you want to impress your customer. But given the sheer number of print ads that the customer is exposed to daily, it becomes very difficult to impress him/her. Therefore, it becomes imperative to develop the ad in such a way that it Stands Out.

1. Strong Opening Line: This is the first thing that a customer reads when exposed to the ad. If the opening line is strong enough, the person will continue reading. So if you want to get your whole ad and the message it holds to get noticed you have to have a strong opening line. The first paragraph of the copy must captivate the reader.

2. Colour Combination: The right colour combination will make your ad stand out and get noticed. It is not about being flamboyant but about getting observed by being different from others. Use colours that go with your brand colour palette and make your ad visually appealing.

3. Give away a sample: Today print advertising is not only about talking about your products features; it has moved further to displaying your product. Many companies actually distribute free samples of products along with the print ad. This helps build greater connect and gets people to use your product and see its benefit for themselves.

4. Ask Provocative Questions: When you include the provocative questions in your ad, it gets people thinking. Questions could be like: Is your tea as healthy as this (brand name)? or Want to be bald at 30? No? Then use this product.

5. Create An Appeal: The first step in creating a good advertisement is to establish an appeal – the reason the reader will buy your product, or request more information on it. The four main appeals are; sex, which includes love, affection and friendship; greed, things money can buy; fear, fear of not getting what you want, or losing what you have; and, duty or professionalism, what’s best for those you serve (best for the family, patients, etc.)

6. Use Simple Words and A Simple Writing Style: Readers are no analysts to scrutinize your ad and find meaning in it. You have hardly got a couple of seconds to captivate them and the only way it can be done is by being simple. Using simple words and writing style will help engage your audience and hold their attention.

7. Use Testimonials: It’s assuring to see a real person satisfied with the product. Testimonials (displaying positive reviews from users) make it easy to reach the desired audience. If your target group is housewives, then you can paste the picture of a housewife and your copy can talk about how she likes your product and so on. You can even target specific age groups stating the age of the depicted personality.

8. Use Pictures: Pictures can be helpful, but you must not use pictures that have nothing to do with the product or service. You want the pictures to attract buyers, not curiosity seekers. Pictures of the product, of the product in use, and of people using the product work best.

Comments (0)

The Best and The Bad: KBC ‘Ladki Hui’ & Hero Maestro

Tags: , ,

The Best and The Bad: KBC ‘Ladki Hui’ & Hero Maestro

Posted on 13 August 2012 by Gaurav Gandhi (Contributing Writer)

Every week I’ll be reviewing ads – TVCs, print ads, banners, hoardings – and bringing to you the best and bad of the lot. The battle of the ads has begun and it is time you start to take sides! You can agree or disagree with me, but you must feel free to express that.

Here we go!

Best: KBC Ladki Hui Hai Commercial
The KBC campaign for this season is very well strategized. It focuses on the fact that you don’t need anything except education to achieve success. It has been well expressed through various commercials catering to the right target audiences. Gender discrimination is a menace in todays times. This commercial taps the target audience really well by connecting every girl who dreams to live a better life and their families to the commercial. It is on high social and moral value and Amitabh Bacchan helps it get the brownie points. It is definitely the perfect mix of right positioning, target audience, and media planning. Agency – Leo Burnett India. Link – http://www.youtube.com/watch?v=CWSlXD7weoI

Bad: Hero Maestro

The tagline for Hero Maestro reads ‘Such a boy thing’ and it tries to portray the image of a scooty being the perfect ride for young boys. The idea has potential but it has not been well executed. The presence of the old man does not make much sense. The USP of the product are not highlighted and the viewer is left confused as to what the product actually is about. I’m sure the potential consumer would appreciate something better that would help increase the brand recall and increase his inclination towards the product. Overall, the does not impress. Proper justice hasn’t been done to the product and idea. Link – http://indianadforum.com/ad-categories/viewvideo/1596/automobile-ads/hero-maestro-tv-ad-such-a-boy-thing

Comments (0)

1724112

Tags: , , , , , , , ,

In the News this Week: 6/8/2012 – 10/8/2012

Posted on 11 August 2012 by Saumya Trivedi (Contributing Writer)

From Yuvraj’s return to Sania’s win, from the test firing of Agni – II to Mary Kom’s winning punch, here are the top 10 news of the week.

1. Hamid Ansari re-elected as Vice-President of India

Defeating NDA candidate Jaswant Singh by a wide margin of 252 votes, UPA candidate Hamid Ansari won the Vice-Presidential elections. The septuagenarian and former IFS officer got 490 votes against 238 of Singh’s. The total votes casted were 736. Ansari was backed by the Congress, most parties of the United Progressive Allaince(UPA), those supporting the alliance from outside and some Left parties. A Padma Shree awardee, Ansari became the second person to get re-elected to the high post after philosopher and statesman S Radhakrishnan. Full story here.

2. Nuclear capable Agni-II successfully launched by India

Agni II, the missile with a strike range of 2000 km was successfully launched by the Indian Army from Wheeler Island, Odisha. The test was carried out by the Strategic Forces Command (SFC) of the Army while the Defense Research and Development Organization (DRDO) helped with the logistics. Surface- to- surface Agni-II is 20 meter long and is a two-stage, solid propelled ballistic missile. It has a launch weight of 17 tonnes and has the capacity to carry a payload of one tonne over 2000 km.

3. Saina Nehwal wins India’s maiden badminton medal in Olympics

History was made when Saina Nehwal became the first Indian badminton player to win a medal in Olympics and only the second Indian women to ever stand on the podium after she won the bronze in the match against China’s Wang Xin. Though the former world no.1 Wang was leading the match 21-18, she retired injured halfway through the game. With this win, Saina regained her fourth position in women’s world rankings. Full story here.

(Image Source)

4. NASA’s Curiosity successfully lands on Mars

Curiosity, NASA’s nuclear powered and SUV-sized robotic explorer successfully landed on the Red planet’s giant crater. The landing was made at 11:02 am Indian Standard Time. The main objective of this project, which has cost $2.5 billion, is to search for basic ingredients of life, including carbon-based compounds, nitrogen, phosphorus, sulfur and oxygen. The recent pictures of Mars as taken by Curiosity reveal that the rover’s landing site is very similar looking to earth’s surface. Full story here.

(Image Source)

5. MC Mary Kom wins bronze at London Olympics

After a hard fought battle with British player, Nicola Adams, Mary Kom became the second Indian after Vijendra Singh  to win an Olympic medal in the boxing category. She won the bronze in the first ever 51 kg women’s boxing category after losing to Adams by 6-11. Though she was satisfied with her win, Mary Kom apologized to the nation for not bagging the gold medal. With this win, India’s current medal tally has reached to four, making it India’s best performance ever in Olympics. Full story here.

(Image Source)

6. Yuvraj Singh returns to Team India for World T20.

Cricketer Yuvraj Singh has been selected in the Indian team for the World T20 Championship to be held in Sri Lanka. He has also been included in the team for the T20 Internationals against New Zealand, to be held in September. This will be the first time he will play an International game after recovering from a rare germ cell cancer. Though some of the selection committee’s members were skeptical about selecting him for the T20 World Cup, it was finally decided that his experience and talent in the T20 format will be an asset to the team. Full story here.

7. Abu Jundal tells court he wants to confess role in 26/11 attacks

In a surprising revelation, Abu Jundal, one of the Pakistani 26/11 terrorist handlers, has expressed his desire before a metropolitan court to confess his involvement in the heinous crime. The thirty year old terrorist made a verbal plea before Additional Chief Metropolitan Magistrate P S Rathod that he wanted to make a voluntary confession about his role in the attacks that had rocked the city in 2008. His plea comes a day after he was interrogated by the Crime branch along with Abdul Kasab, the lone surviving terrorist of the 26/11 attacks. Jundal will now be lodged in solitary confinement at  Arthur Road Central till the next hearing as the magistrate has given him time to think over his decision. Full story here.

8. Analyst: Samsung Might Consider Buying BlackBerry

According to Jefferies analyst Peter Misek, Samsung might consider buying Research in Motion, the company which owns Blackberry or licensing RIM’s BlackBerry 10 operating system. However, other industry experts are skeptical about this note to investors. Other analysts also feel that this merger will not be very beneficial to Samsung. More of RIM’s plans about this deal will be revealed in the last week of September. Full story here.

9. Apple drops YouTube from next iPhones and iPads.

Due to growing competition between Apple and Google, who are fighting for supremacy in the fast growing mobile computing market, Apple has decided to remove the pre-installed YouTube app from its latest version of the  iPhone and the iPad. However, users will be able to access YouTube on Apple’s devices through the Safari web browser. The news of the disappearance of YouTube from Apple’s products was released when Apple test launched its iOS 6 software, which did not have the Google Inc’s popular video site. Full story here.

10. ‘Fifty Shaded of Grey’ outsells Harry Potter in UK

Breaking records of J K Rowling’s Harry Potter and Dan Brown’s The Da Vinci Code, E L James’ ‘Fifty Shades of Grey’ became UK’s largest selling book with 5.3 million copies sold. The erotic novel which was first released as an e-book and later in the print format achieved this feat only four months after its publication. The other two books in the trilogy, ‘ Fifty Shades Darker’ and ‘Fifty Shades Freed’, have sold 3.6 million and 3.2 million copies respectively. Full story here.

(Image Source)

Comments (0)

IMG_3005

Tags: , , ,

Sasta Hangout of the Week: Raju Chinese

Posted on 10 August 2012 by Deep Chabbria (Contributing Writer)

China’s gold medal streak at the Olympics instigated me to go hunting for some top quality Chinese food this week. Being in South Mumbai the only place I could think of that would satiate my taste buds and my wallet was Raju Chinese.

Raju serves up a treat!

For a decade now Raju Chinese has been one of the most valuable assets of H.R. College. Situated in the backyard of the college in the Butterfly Café, this mini china town is the centre of activities throughout the day. A menu of just twenty items, feeds around 650 students every day from 9 am- 6 pm. The all vegetarian menu includes delicacies like Triple Schezwan Rice, Paneer Lemon Rice, Hakka Noodles, etc.

Raju’s kitchen is home to really popular Chinese appetizers like Veg Manchurian, Mushroom Manchurian and Fried Wantons, but the dish that gives all the above a run for their money is Veg Crispy, the perfect combination of authenticity and the chef’s personal Indian touch. This schezwan creation that I gorged on before writing this article was made up of deeply fried mushrooms, cabbages and carrot rolls, baby corn and cottage cheese, all artistically mixed with schezwan sauce, spring onions and garlic. The first full fork in my mouth made me forget that I was enjoying this meal in the middle of a crowded canteen.HEAVEN!

Yum! Yum! Yum!

Students prefer the rice and gravy or the rice and noodles combo, as one plate of either of these combinations is more than enough to satiate your hunger and please your taste buds. The additional garlic sauce and the fried noodles that go along as side dishes make the meal wholesome. The manchow soup is also a quick seller too. The new entrant in the menu – steamed wantons – seem to steam up amongst the calorie conscious for they are well prepared and tasty.

A major part of the young clientele age also like the take away option as the silver foil packing keeps the food fresh for long and retains its flavour. The major unique selling point of this famous joint is that everything is priced between INR 70-INR 80. No wonder this hangout is the hub of Chinese food crazy youngsters!

Raju’s spectacular food cooking tactics and the never dying love from the students has helped him expand his business and he now runs a branch at New Marine Lines.

“Chinese khaane ka, aur zyaada baat nahi karne ka” said Raju while massaging his trademark bushy beard when I asked him about his trade secrets! Haha..

Khaana rating- 9 on 10.

Comments (1)

Tags: , , ,

Difference Between A News Report and A Feature

Posted on 09 August 2012 by Milana Rao (Contributing Writer)

A newspaper is like a treasure house. It is one document that has all types and kinds of content in it, from fresh news updates to sports news, from page 3 gossips to political/city news. It even has the entertainment section which includes game puzzles, Sudoku, comic strips, zodiac predictions, etc. For the sake of this article, we will be dealing with two sections of the newspaper, namely: news report and a feature report.

Both the news report and the feature are news stories that contain facts and information and yet both of them are different. What exactly is the difference between a news report and a feature report then?

A news report is basically a general reporting of an event that has occurred. The report is filled with facts and information. It usually contains answers to all the “5 W’s” i.e. Why, Where, What, Who and How. The event that is covered in a news report is fresh and current.  News reports include certain beats such as crime, politics, education, sports, etc.

The main purpose of a news story is to inform the people what is happening around them. It generally follows a pattern known as ‘The Inverted Pyramid’ which means writing the facts and information in the order of its importance. The main information at the beginning of the article means people can get the gist of the news report at a quick glance, thus ensuring good use of their time.

Also, with the increasing need and demand of advertisements in the newspaper, there is hardly any space available to accommodate many. Sometimes in order to accommodate an advertisement, there is always the danger of the news article being chopped from the bottom. Hence, ‘The Inverted Pyramid’ format is followed.

The news report has a headline, an introducing paragraph, the body of the news covering the main questions pertaining to the “5 W’s” and the tail paragraph. The average words range between 700 to 1200 words. News stories also contain at least one of the following important characteristics relative to the intended audience: proximity, prominence, timeliness, human interest, oddity, or consequence. The personal opinion of the writer or reporter is not expressed in the news report.

Feature news on the other hand also contains factual information like that of news report. However the feature news is not necessarily fresh or current news. A good feature goes deeper than just a press release as it thoroughly explores an issue from all direction. The feature news consists of quotes from important people pertaining to the story of the feature news. It analyses the events, ask pertinent questions and seeks answers. It does not merely report, it ponders. The writer  or reporter gives his opinions in a feature piece. Different writers follow different styles of writing news features. This very difference in every news feature makes it unique in its own way. The average words in a feature news range between 2000 to 2500 words.

Both, news report and features complete the newspaper copy that is delivered to your doorstep daily. One is quite handicapped without the other

Comments (2)

20120623_ASD001_0

Tags: , , , , , , , ,

Moral Policing: An Uncalled for Discrepancy

Posted on 08 August 2012 by Meher Manda (Contributing Writer)

(Image Source)

It can be said for countries all over the world, that each one has its particular moral standing on this globe. While America is the land of free thinkers, France signifies liberation of inhibitions and Afghanistan, well, for everything oppressed. India, since forever, has been the country which has prided itself for being the custodian of its supposed moral traditions.

The global understanding of India is that of a motherland that respects femininity to the point of worship; one that upholds its cultures and the system of family and society supersedes personal needs. But somewhere down the line, this image is slowly diminishing to make way for a greater preceding truth, that of being stuck up in its times. They say that time is a constant change. And with time, the society is forever going through a constant spiral of changes. While India was a country of inhibitions and closed door hypocrisy, recent times have seen a spring in individuals wanting to be rid of the shackles of societal norms.

And what are the societal norms? In a country like India, where local impression has a higher standing, individual lifestyles and preferences have forever been the subject of judgement and scrutiny. And if, God forbid, someone were to resort to an unconventional style, they are labeled rebels and branded unfit.  While every Indian must respect his origins and what prompted the country’s morals, the country too must respect someone who chooses not to abide by the cliché. Moral policing is an offshoot of exactly that that is one of the major issues of Indian society, standoffishness.

(Image Source)

A society is formed thus because of acceptance and that alone; where people with different choices come together to exist in harmony. As adults, one should be allowed to choose the kind of lifestyle they want to live. It must be understood that it is important to respect social introvertedness as well as that quality to be out there unabashed. Indian society has never been void of youngsters wanting to have a good time, but throughout its history, such youngsters have been termed immoral. Even if they were to be judged, is it not important to let them be, and respect their privacy.

In the recent past, we have noticed certain political outfits reacting violently to the urban lifestyle of clubbing. These hooligans, hiding behind the carefully structured mask of guardians of India’s perceived morality have often been disrupting parties and lashing out at youngsters, propelling violence. The most recent incident involving a naive Mangalorean political party, Hindu Jagrana Vedike, making way to a private party at a resort, reveals some shocking situations. Images released, on purpose of course, show these supposed custodians reacting more violently to women than to men. This may also bring to mind the RSS clubbing incident that happened in Mangalore a couple of years back when women were beaten up in clubs. It also brings to light the need to cause violence as such to come into the national political limelight.

It is high time we realise that one must not set morals and fixed behavioural patterns for the society. And even if these are set, they cannot be imposed on others. Most importantly, one must stop measuring a society by the supposed waywardness of the women involved. India needs to release itself from the shackles of cultural oppression and move on to an independence of greater good – where an individual is respected and that alone. With the recent, and hopefully over, Vasant Dhoble tirades, it must also be realised that India must do away with age old laws that are not in tandem with today’s times. Politicians must aim their work towards the betterment of the state and working for the oppressed, not enjoying oppressing others.

(Image Source)

For a country which prides itself on respect, it is high time this respect it meted out to each other.

Disclaimer: The views expressed in the article are of the author alone and not necessarily endorsed by the publisher, its partners, or its parent organisation.

Comments (0)

twitter-bird-light-bgs

Tags: , , ,

A Beginner’s Guide to Twitter

Posted on 08 August 2012 by Abha Goradia (Contributing Writer)

If you are one of those people who thought that twitter was a site just for celebrities, you might want to re-structure your beliefs. Short, witty and precise statements are what the world is looking for. And the 140 character limit that twitter boasts of makes it just the right tool for people to express themselves. No crap, just the exact point. Here’s how to carve a niche in this big tangled network of 140 characters that is Twitter.

1. Why?

Because social media in itself is a great networking tool and an image building arena. Twitter’s 140 character limit equips you with the art of coming to the point, of writing and talking precisely. Also, people will take time out to actually read what you have to say because it isn’t too long to read. It will help you interact with people you know and also those you don’t, but share similar likes and dislikes with. Twitter also makes you aware of the news that’s making the rounds.  Up-to-date with all the information and more, with 140 characters.

2. How?

Firstly, you need to set up your account. Go to twitter and enter your name, email, and a password and then click sign up.

You will now be taken to a second screen where you can select a username. This is the name by which you will be known on Twitter. What name should you use? It can be your real name or something quirky or your ‘pet’ name. Eg: it could be something like @RohanShah or @RockstarRohan or @onionhead. Just about any name that sails your boat! Now click on the create my account button. That’s it. You are now officially a member of the Twitter community. Congratulations!

3. The basics:

Now that you’re a part of the twitter family, you need to know the lingo.

Follow: If you’re on Twitter you probably get this one already, but let’s cover it for the sake of it. If you subscribe to someone’s updates, you follow them.

@reply: When you want to talk to someone on twitter or reply to their tweet, you use the @reply option. Your response will show up in that person’s @connect menu on Twitter or under the mentions tab.

DM: A direct message (DM) is sent between users, not shown publicly on the timeline. You can only DM another user if they follow you.

RT: A re-tweet (RT) is when you share something someone else wrote.

Hashtag: The hashtag is a way to mark keywords or topics in a Tweet. For example, if you were tweeting about the Olympics 2012, you might use #Olympics as a hashtag.

Lists: Twitter allows you to add users to lists rather than following them directly. This is useful if you want to check in on a bunch of people periodically, but don’t want them on your timeline all the time.

4. Do’s and don’ts:

Write some great tweets. Things that you believe in, that you think about, that amuse you. And be original. Find people you like and follow them. It doesn’t necessarily have to be famous people, just ones that say things you can connect with. They might follow you back! You don’t have to re-tweet everything, but letting people know you’re there and that you like or dislike what they say is always good, so hit reply. Don’t worry if they don’t answer back – it’s not about how they interact with you, but how you interact with them. Hashtags are excellent for grouping comments together. Why is this important? It makes it easier to find items on similar themes; it also helps identify what are the most important issues on twitter (Trending topics).

5. Tech savvy:

An entire eco-system has sprung up around Twitter. Here are some of my favorite applications:

HootSuite: This is the application I use to manage Twitter on my desktop. It will even manage Facebook profiles and pages, LinkedIn, and several other social media services. It is great because it allows you to segment people by groups (or columns). I have groups for my family, close friends, colleagues, etc. It is available for both desktop systems and mobile devices.

Mobile Apps: Each mobile platform has an app dedicated to twitter. You can try Ubersocial for Blackberry, iTweets for Twitter and so on.

Social Oomph: I use this application to bulk-schedule a whole series of tweets. For example, I have identified my 90 most popular blog posts. I have written a tweet promoting each one. Via SocialOomph, I schedule one tweet per day at a specific time. I upload the text file to SocialOomph and forget about it. Everything is on auto-pilot. It will also post to Facebook.

6. Final word:

You need to be cautious about what you post. There are a lot of fake people and untruthful people around. Updating confidential information can be risky, so avoid posting it.

Lastly, happy tweeting!

Comments (0)

Sign In Sign In
Sign Up Sign Up
         

  



Advertise Here