I wonder at times if people's best piece of work can become their biggest albatross, a yardstick so difficult to match up to that you are left in despair. True, you have upped the ante and done well at that, but if you dont "better" it no matter how conscious you are not to get typecast and repeat it, be ready to face the sword.
Rahman's "best" piece of work will always be his first pan-india film, Roja and all the work that has come after is "not upto the mark"... Live with it Allah Rakha...
I could go on and on... what I had intended to start this piece with was a comment on the Hutch pug campaign. For all its marvellous work, Hutch has always steered clear of pugs after that Goa TVC which had Prakash Varma and Danny Pope in an awesome form. The visual imagery and the haunting track would linger for long. A cult you could call. Steadycam has never looked so good on an ad. Slow and sauntering. What I have realised that it has set a benchmark for all the ads made in India. Pepsodent, Ariel, Chocoliebe(Perfetti) commercials just being some examples and I could easily quote some more if not for my poor memory that fails me at the right time.
Now every tom, dick and harish worth his namak on the tellytube wants Digital Intermediate for his ads and rarely are there any ads that aren't touched up. Blame Hutch for that! Post Production studio chaps all happily running away to the banks.
Strangely even Hutch seems to have realised that Pug comm its USP atleast when it comes to grabbing eyeballs and reverted to the theme albeit in different formats. All the slick quick edit campaigns with Delhi marathon with amazing photo mosaics and good voice overs in Raghuveer Yadav and earthy yet classy Irrfan "chota recharge" Khan seem to be pheeka now. So much for creativity and being unformulaic.
So till the next god in the ad world wakes from his slumber, we shall happily chant
"You and I in this beautiful world...
Green grass Blue skies...
You and I......."
Rahman's "best" piece of work will always be his first pan-india film, Roja and all the work that has come after is "not upto the mark"... Live with it Allah Rakha...
I could go on and on... what I had intended to start this piece with was a comment on the Hutch pug campaign. For all its marvellous work, Hutch has always steered clear of pugs after that Goa TVC which had Prakash Varma and Danny Pope in an awesome form. The visual imagery and the haunting track would linger for long. A cult you could call. Steadycam has never looked so good on an ad. Slow and sauntering. What I have realised that it has set a benchmark for all the ads made in India. Pepsodent, Ariel, Chocoliebe(Perfetti) commercials just being some examples and I could easily quote some more if not for my poor memory that fails me at the right time.
Now every tom, dick and harish worth his namak on the tellytube wants Digital Intermediate for his ads and rarely are there any ads that aren't touched up. Blame Hutch for that! Post Production studio chaps all happily running away to the banks.
Strangely even Hutch seems to have realised that Pug comm its USP atleast when it comes to grabbing eyeballs and reverted to the theme albeit in different formats. All the slick quick edit campaigns with Delhi marathon with amazing photo mosaics and good voice overs in Raghuveer Yadav and earthy yet classy Irrfan "chota recharge" Khan seem to be pheeka now. So much for creativity and being unformulaic.
So till the next god in the ad world wakes from his slumber, we shall happily chant
"You and I in this beautiful world...
Green grass Blue skies...
You and I......."
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