I once asked Subbirami Reddy, a man for whom throwing parties is a calling, why he always had his best parties organised in Delhi, Goa or Mumbai. “Hyderabad has no celebrities,” he guffawed. Deeply offended, I started reeling off names of people I though made the grade. He dismissed all of them with an appropriate comment. “I am the only celebrity in Hyderabad,” he concluded modestly. Over the years, I have tended to agree with Reddy’s assessment. The people who inhabit the page three columns of newspapers and magazines in Hyderabad are a lot of crumbs held together by their own dough. They are a terminally unique lot, not always adept at living in style, and often dropping dead in it. But it is the same group—around 25 people—which has remained constant, constituting an ageing cabal of the bores and the bored. Despite this seeming scarcity, the city has had a recent mushrooming of page 3 magazines. No, these are not lifestyle magazines that have a few pages devoted to parties and events. In fact, these are authentic page 3 magazines that have more pictures than words. Photographs in these magazines have captions such as “a lovely pair”, “looking stunning” and “in love”, where the individuals cannot be identified. One magazine outdid the others some months ago: it captioned a photograph of a lady with her “new partner”. The young man in the photograph, in truth, happened to be her 18-year-old son! My favourite, however, is one where a leading national daily once described a well-known diamond-encrusted, chiffon-draped, Chanel-sprayed page 3 fixture as “a leading socialist of the party scene in Hyderabad”.