Here’s yet another brand that tries to bank on Bachchan, makes an attempt to come up with a unique product promise, and then swiftly goes on to dilute it with more promises
Amitabh Bachchan is such a big misfit in ads these days (seen his embarrassing act in the Binani Cements commercial?), that there needs to be a blanket ban on all commercials starring the Big B. All that these ads do is further erode the man's hard-earned charisma, and dilute his appeal in the films too. Also, to be fair to the superstar, it's really not his fault. He WILL try to maximise his profits while the going is good… he's seen bad financial days in the past.
The problem lies with the creative directors. They just can't seem to find
a way to cast the man correctly. They get him on a platter, and then go do rubbish storyboards.
Well, makers of Zen Mobile phones, the new mobile kid on the block, have decided to join the Big B bandwagon. These phones are targeted at the smaller towns and villages. And the promise they offer is actually pretty unique: a longer lasting battery life. Yup, that's a new story in the cluttered mobile market, so one must appreciate their strategy. But after that, all goes downhill. The TV commercial features Bachchan as a film exhibitor. The sort playing movies in village squares using mobile vans. As a crowd of villagers wait for the cinema to get going, his projector conks out. The folks aren't amused and demand their money back. Big B then uses his Zen Mobile handset to play the same film. And the poor villagers fall for the trick and crowd around the phone. As some forced humour, Bachchan is shown flirting with some maidens too (ewwwwww!).
And he also finds time to explain things about the phone including multiple films storage and a long battery life.
What to say? Yet another brand that makes an attempt to come up with a unique product promise, and then swiftly goes on to dilute it with more promises. And then uses Bachchan to get some brand recall and bail it out of the mess. But then, as always, they miscast him so badly, one is left sniggering rather than recalling the brand and its features. Bachchan as a rural film projectionist isn't credible, isn't funny, and he isn't even watchable. Looks like a lot of money down the drain.
Maybe the brand manager should do a course in Zen & the Art of Meditation. Relax a bit. And begin the ad creative process all over again.
Hyderabad: The Andhra Pradesh government on Thursday constituted four working committees for effective implementation of an ordinance issued by it to regulate the functioning of microfinance institutions (MFIs), reports PTI.
"It was noticed that there are many queries from both MFIs and the district-level Registering Authorities (RA) about interpretation of provisions of the ordinance. Besides, there are many writ petitions filed before the high court challenging various provisions of the ordinance and the rules," a GO issued by the rural development department said.
"The government, after considering the above, with a view to respond quickly to the queries from the field on implementation of the MFI ordinance, to improve the credit flows to self-help groups (SHGs) and to put in place the IT system for efficient implementation of the ordinance, hereby constitute the following working committees with immediate effect," it said.
The committees, comprising senior officials, constituted by the government are: Implementation committee, legal committee, capacity building committee and IT committee.
The implementation committee will be responsible for receiving and clarifying queries from the RAs on a day-to-day basis, for reviewing the complaints received from the public about the MFI irregularities and ensure swift action and to guide all other committees among other responsibilities.
The legal committee would monitor the cases in the high court and Supreme Court and assist the counsel fighting the cases. The capacity building committee would prepare material for educating the SHG members about the provisions of the ordinance, the GO said.
The IT committee's responsibility is to create and maintain the website for MFIs integrating the databases of SHG bank linkage, ration cards and borrowers data being submitted by MFIs so as to arrive at an integrated database of rural and urban indebtedness, it said.
All committees would submit daily reports to CEO of Society for Elimination of Rural Poverty (SERP) and principal secretary of rural development on the work done and the work yet to be done in fulfilment of the mandate given to them.
The state government had issued an ordinance on 15th October to rein in the MFIs whose coercive methods allegedly led to suicides of a number of people in the state.
Everybody dreams of owning an apartment. Nowadays, people don’t wait endlessly to buy their own...