Hip But Not Hyper
Till a few weeks ago Sonali Shroff and Parul Gosain were part of the zealous PR brigadewhich keeps bombarding the fourth estate with incessant press releases. Now, the duo hasdecided to move on. To the task of making people look good through their image managementjoint venture, Spin Doctors.
Image consultancy is nothing new to India but the efforts so far have been more towardscreating hype than building on substance. Spin Doctors hope to correct this by changingsome misconceptions about what’s irreverently—often mistakenly—called‘publicity’. They plan to create a productive image for actors, singers, VJs etal rather than devote reams of vapid newsprint to them. Says Parul: "The question isnot of hype but of the ‘right’ perception and the ‘right’ image. Thequantity of press is not crucial."
The twosome are looking at comprehensive artiste management—giving clients tips onwhat to wear, which designer to go to, where to be seen, which parties to attend and whatto say, even when to court the press and when to turn incommunicado. "Instead ofmaking a star give interviews, you should be able to build an aura that intrigues, nottake away from a star’s mystery," says Parul. Showbiz is what they plan to startwith, for it’s only in this that even a negative image can take you places, MichaelJackson for instance. "Unlike commercial sectors, entertainment deals purely with thepublic image," says Parul. That’s Entertainment and it’s their business.
Which Side Are You On?
Does one ever need an excuse to play or watch cricket in this country? But Timex cameup with an original one to organise a match—to settle the eternal question of whetherthe left-handed Sobers was better than the right-handed Bradman. "For the first timein the history of cricket, followers of the game can see for themselves which hand worksbetter," said Kapil Kapoor, MD, Timex Watches. It was for a good cause, since itwas a benefit match for former Ranji wicket-keeper Sulakshan Kulkarni. And entertaining too, with the Lefties, helped by an electrifying knock (114 not out off just 50 balls) from captain Robin Singh, coasting to an easy six wickets win over the Righties, who, after electing to bat, put on a massive 346 for nine off 38.5 overs. Sachin scored a century off 68 balls before retiring. With Sachin, Rahul Dravid, V.V.S. Laxman, Ajit Agarkar in the Righties team and Robin Singh, Dinesh Mongia, Yuvraj Singh, Hrishikesh Kanitkar, Vinod Kambli in the Lefties, could the viewers have asked for more?
Serial Killing & After
The star who endeared himself to Star’s emotional viewership after an untimelydeath has been resurrected not only on screen but also on a website. Mihiramarhai.comis dedicated to Mihir, a character in TV’s show no. 1, Kyunki Saas Bhi Kabhi BahuThi. Actor Amar, who plays Mihir, says in his website: "So far I have been apart of your household through your TV set. Now I have made myself three-dimensional inessence to respond to your request." Whatever these three dimensions are, they takequite a while to download. The homepage has links like Fanclub, Chat and Contest. If hisPR agency is to be believed, he has "generated a kind of mass hysteria, reminiscentof the impact of Elvis Presley or the Beatles..." Immortal words these. Andhopefully not famous last ones.
Man To Watch For
He’s as sharp off the field as he is on it. Quizzed by Outlook aboutveteran player P.K. Bannerjee’s charges that he led a "western" lifestyleand partied with many girlfriends, India’s star footballer and Sikkim’s mostwell-known face, Baichung Bhutia was quick to reply: "I might have lots of friends,girls, but I don’t know what this "western" or "eastern"lifestyle is all about. Anyway, I have a girlfriend who is always keeping an eye onme." The lady in question is Madhuri, a hotel management student in Calcutta.Baichung even has her name tattooed in Chinese on his left arm. Committed player makes acommitted man.
B.R. Srikanth
