Well, it had to happen, I had expected the same fate of iPhone launch in India since the day they announced the price for 8GB model as 31,000 & 16GB model as 36,000! Indian consumers were prepared and were willing to pay premium for a premium product like iPhone but premium as high as 4 times than its price in US? Isn’t it too high esp. when most of the consumers have easy access to US market these days? As I anticipated, the launch of iPhone in India on 22nd Aug’08 in a mid-night launch event didn’t receive onlookers in as high number as US or other countries. The launch event went quite lackluster and even if bunch of people visited the event, the actual conversion number i.e., people buying it first day itself was quite low as against any other country.

Last year when iPhone was launched in US, it was the talk of the town and media was splashed across globally with the launch details and sales volume of iPhone in 1st day itself. Then what went wrong majorly in case of Indian launch? As reported in ET today, “the snazzy gizmo failed to draw crowds to the stores of Bharti Airtel and Vodafone Essar in sharp contrast to the international markets where iPhone lovers had queued up the whole night to buy the handset. The mood was subdued at the midnight launch of iPhone at Mumbai’s Infiniti Mall with Friday being a working day. The stage was set for a grand launch, complete with confetti and cheerleaders, but at the stroke of midnight, there were just 10 people who actually bought the high-end device. At a Vodafone store in Connaught Place, Central Delhi, journalists outnumbered customers by a huge margin. Only about 15 customers turned up to buy the phone. The Airtel retail store nearby wore a deserted look on Friday afternoon, with not a single customer buying the iPhone. In Gurgaon, Airtel unveiled the iPhone at Sahara Mall. Despite the frenzy, the D-day did not quite match the expectations with just about 35-40 people lining up to buy the coveted smartphone.

Infact a day after the launch also, I don’t think there has been any noticeable upsurge in the sales volume in any of the cities. I remember reading it somewhere that more than 2 lakh people had registered on Airtel website as prospective buyers for iPhone. 2 lakh only on Airtel website! Then what would have been the overall size of the prospective buyers in India? But looks like such a high pricing has dampened the spirits of most of the Indian consumers who were eagerly awaiting this Apple product in India. I know of many people personally who were initially waiting for this phone but now have decided to settle for some other set stating that 31k for 8GB phone is just too high! Well, as of now it looks like iPhone has gone majorly wrong in its launch pricing strategy in India. But nothing can be concluded so soon, let’s wait and watch if service providers will bring down the prices to capture the mass or keep it at the same price to target the niche!

Marketing · Views on News

iPhone launch in India: A low-key event!

Well, it had to happen, I had expected the same fate of iPhone launch in India since the day they announced the price for 8GB model as 31,000 & 16GB model as 36,000! Indian consumers were prepared and were willing to pay premium for a premium product like iPhone but premium as high as 4 times than its price in US? Isn’t it too high esp. when most of the consumers have easy access to US market these days? As I anticipated, the launch of iPhone in India on 22nd Aug’08 in a mid-night launch event didn’t receive onlookers in as high number as US or other countries. The launch event went quite lackluster and even if bunch of people visited the event, the actual conversion number i.e., people buying it first day itself was quite low as against any other country.

Last year when iPhone was launched in US, it was the talk of the town and media was splashed across globally with the launch details and sales volume of iPhone in 1st day itself. Then what went wrong majorly in case of Indian launch? As reported in ET today, “the snazzy gizmo failed to draw crowds to the stores of Bharti Airtel and Vodafone Essar in sharp contrast to the international markets where iPhone lovers had queued up the whole night to buy the handset. The mood was subdued at the midnight launch of iPhone at Mumbai’s Infiniti Mall with Friday being a working day. The stage was set for a grand launch, complete with confetti and cheerleaders, but at the stroke of midnight, there were just 10 people who actually bought the high-end device. At a Vodafone store in Connaught Place, Central Delhi, journalists outnumbered customers by a huge margin. Only about 15 customers turned up to buy the phone. The Airtel retail store nearby wore a deserted look on Friday afternoon, with not a single customer buying the iPhone. In Gurgaon, Airtel unveiled the iPhone at Sahara Mall. Despite the frenzy, the D-day did not quite match the expectations with just about 35-40 people lining up to buy the coveted smartphone.

Infact a day after the launch also, I don’t think there has been any noticeable upsurge in the sales volume in any of the cities. I remember reading it somewhere that more than 2 lakh people had registered on Airtel website as prospective buyers for iPhone. 2 lakh only on Airtel website! Then what would have been the overall size of the prospective buyers in India? But looks like such a high pricing has dampened the spirits of most of the Indian consumers who were eagerly awaiting this Apple product in India. I know of many people personally who were initially waiting for this phone but now have decided to settle for some other set stating that 31k for 8GB phone is just too high! Well, as of now it looks like iPhone has gone majorly wrong in its launch pricing strategy in India. But nothing can be concluded so soon, let’s wait and watch if service providers will bring down the prices to capture the mass or keep it at the same price to target the niche!

Ah another unremarkable one from Yash Raj Films, went to watch “Bachna Ae Haseeno” last weekend with high expectations but alas L! I wonder what has happened to the powerhouse of Bollywood and why are they making such mediocre movies one after another! Think of yesteryears, people used to wait for Yashji’s films and YRF banner meant sure shot success and now??? YRF is giving movies like Tashan, Jhoom Barabar Jhoom & Bachna Ae Haseeno!

Bachna Ae Haseeno is a story of Raj and three women – Mahi, Radhika & Gayatri whom he meets at different stages of his life. Well, I won’t write the detail story of the movie in the interest of those who still want to watch this movie, but in a nutshell Raj is a modern guy who wants to just CHILL out with different girls and doesn’t believe in commitments at all, the movie shows his life for 12 years in which he breaks the heart of two women who are madly in love with him and with the third one he himself falls in deep love. Then begins his journey of maafinamas and after a draggggging never ending second half the film finally comes to a typical bolywoodish “& they lived happily ever after” end. First half was still ok but second half was so unbearable esp. because of those 70s kinda dialogues! Ranbir Kapoor was looking good and Bipasha was looking truly hot. Minissha Lamba looked very auntyish and the leading lady Deepika Padukone had hardly anything to perform. Her role was a little more than what we call “guest appearance”. What was more upsetting was wastage of a talent like Kunal Kapoor. Such a fine actor has been grossly wasted in the movie. Music was ok but the title number was definitely very good. Length of the movie was toooooo long and plot was not at all justified for those three hours. Overall despite having such good actors the movie was very weak because of script, dialogues and execution.

From my side, it’s a “thumbs down” for this movie. You can watch it if you want to see how Ranbir and Deepika are performing in their respective second movies but otherwise it’s totally avoidable. Well one thing is definitely noteworthy, despite it being a very boring movie both Ranbir and Deepika look promising enough as the next super stars of bollywood. They have proved it that they are not one-movie-hypes and are going to stay in times to come.

Movies

Bach ke rehna from "Bachna Ae Haseeno"!

Ah another unremarkable one from Yash Raj Films, went to watch “Bachna Ae Haseeno” last weekend with high expectations but alas L! I wonder what has happened to the powerhouse of Bollywood and why are they making such mediocre movies one after another! Think of yesteryears, people used to wait for Yashji’s films and YRF banner meant sure shot success and now??? YRF is giving movies like Tashan, Jhoom Barabar Jhoom & Bachna Ae Haseeno!

Bachna Ae Haseeno is a story of Raj and three women – Mahi, Radhika & Gayatri whom he meets at different stages of his life. Well, I won’t write the detail story of the movie in the interest of those who still want to watch this movie, but in a nutshell Raj is a modern guy who wants to just CHILL out with different girls and doesn’t believe in commitments at all, the movie shows his life for 12 years in which he breaks the heart of two women who are madly in love with him and with the third one he himself falls in deep love. Then begins his journey of maafinamas and after a draggggging never ending second half the film finally comes to a typical bolywoodish “& they lived happily ever after” end. First half was still ok but second half was so unbearable esp. because of those 70s kinda dialogues! Ranbir Kapoor was looking good and Bipasha was looking truly hot. Minissha Lamba looked very auntyish and the leading lady Deepika Padukone had hardly anything to perform. Her role was a little more than what we call “guest appearance”. What was more upsetting was wastage of a talent like Kunal Kapoor. Such a fine actor has been grossly wasted in the movie. Music was ok but the title number was definitely very good. Length of the movie was toooooo long and plot was not at all justified for those three hours. Overall despite having such good actors the movie was very weak because of script, dialogues and execution.

From my side, it’s a “thumbs down” for this movie. You can watch it if you want to see how Ranbir and Deepika are performing in their respective second movies but otherwise it’s totally avoidable. Well one thing is definitely noteworthy, despite it being a very boring movie both Ranbir and Deepika look promising enough as the next super stars of bollywood. They have proved it that they are not one-movie-hypes and are going to stay in times to come.

So, it was not hoax… This contest news started doing rounds in media somewhere in last week of July’08 and almost every publication including ET has covered it. But somehow I kept on thinking that it’s not real and is yet another scandalous strategy to promote the upcoming horror movie of Ram Gopal Verma – PHOONK. But well, I was wrong, it’s true that Ram Gopal Verma is running a “Dare to watch it alone” contest wherein he is announcing a prize money of Rs. 5 lakh for anyone who dares to watch this movie from start to finish alone in a theater. Very interesting promotional strategy to instigate people to watch this movie.

Azam Khan the producer of the film says, “We're confident that the film is so scary that it will be extremely difficult to watch it all alone in a theater. We will be running a contest and giving out details on our website about how to participate in it. Right now we have decided that we will screen the film for the winners of the contest a few days before the release of the film, that is on August 22. At the moment we have planned four trials that we will screen in a preview theatre.” (source: economictimes.com). Infact the contest details are out on their website www.phoonk.in as well as their official communities on facebook and orkut. Official communities on facebook and orkut are asking people to visit their website and I must say that PHOONK website is a very well done up website unlike many other movie website which are just a collection of some html pages promoting the wallpapers and ringtones. I really liked the UI of this website and the background score is creepy enough to scare a person like me at night :P, have a look on this snapshot yourself:

This contest has definitely become a hit I think, as out of 423 members (as of today) on the official community of facebook, more than 180 people have commented saying they are willing to accept the challenge. Not only that all official articles in online newspapers, official blogs etc are flooded with comments of people dropping their mobile number and email ids to participate in this contest. It had to happen for sure, general human psychology is that the moment you dare people for anything, most of them would like to try it out. I am sure that because of this contest and hype about Phoonk being one of the scaroest movies ever made, many people will go now to watch it in theater. Apart from this dare to watch it alone contest there is another contest announced on their website viz., “It Happened to me” contest wherein participants are supposed to share their real life scariest experience, black magic stories or ghostly encounter and the 10 best entries selected by Ram Gopal Varma will be paid Rs. 25,000 each. Not only that, if your story is good enough to be made into a feature film you will win as good as Rs. 5 lakh and if your story is selected and you can write a complete script for the film you will win Rs. 10 lakh!

Yet another exciting and very impressive promotional strategy from bollywood! As I mentioned earlier bollywood is getting seriously innovative day by day to promote its movies and PHOONK is another example of that. Now let’s wait and watch if these marketing gimmicks are going to give any success to Phoonk or it will be just another dud from RGV factory!

Movie Marketing

Phoonk Contest – Movie Promotion Strategy

So, it was not hoax… This contest news started doing rounds in media somewhere in last week of July’08 and almost every publication including ET has covered it. But somehow I kept on thinking that it’s not real and is yet another scandalous strategy to promote the upcoming horror movie of Ram Gopal Verma – PHOONK. But well, I was wrong, it’s true that Ram Gopal Verma is running a “Dare to watch it alone” contest wherein he is announcing a prize money of Rs. 5 lakh for anyone who dares to watch this movie from start to finish alone in a theater. Very interesting promotional strategy to instigate people to watch this movie.

Azam Khan the producer of the film says, “We're confident that the film is so scary that it will be extremely difficult to watch it all alone in a theater. We will be running a contest and giving out details on our website about how to participate in it. Right now we have decided that we will screen the film for the winners of the contest a few days before the release of the film, that is on August 22. At the moment we have planned four trials that we will screen in a preview theatre.” (source: economictimes.com). Infact the contest details are out on their website www.phoonk.in as well as their official communities on facebook and orkut. Official communities on facebook and orkut are asking people to visit their website and I must say that PHOONK website is a very well done up website unlike many other movie website which are just a collection of some html pages promoting the wallpapers and ringtones. I really liked the UI of this website and the background score is creepy enough to scare a person like me at night :P, have a look on this snapshot yourself:

This contest has definitely become a hit I think, as out of 423 members (as of today) on the official community of facebook, more than 180 people have commented saying they are willing to accept the challenge. Not only that all official articles in online newspapers, official blogs etc are flooded with comments of people dropping their mobile number and email ids to participate in this contest. It had to happen for sure, general human psychology is that the moment you dare people for anything, most of them would like to try it out. I am sure that because of this contest and hype about Phoonk being one of the scaroest movies ever made, many people will go now to watch it in theater. Apart from this dare to watch it alone contest there is another contest announced on their website viz., “It Happened to me” contest wherein participants are supposed to share their real life scariest experience, black magic stories or ghostly encounter and the 10 best entries selected by Ram Gopal Varma will be paid Rs. 25,000 each. Not only that, if your story is good enough to be made into a feature film you will win as good as Rs. 5 lakh and if your story is selected and you can write a complete script for the film you will win Rs. 10 lakh!

Yet another exciting and very impressive promotional strategy from bollywood! As I mentioned earlier bollywood is getting seriously innovative day by day to promote its movies and PHOONK is another example of that. Now let’s wait and watch if these marketing gimmicks are going to give any success to Phoonk or it will be just another dud from RGV factory!

Well, Rakhi season is here and as expected all my inboxes are flooded with promo mailers from different e-commerce sites about online Rakhi hampers and packs. After going through different mailers and hampers on offer, I settled for one of the Rakhi packs from rediff.com shopping portal. I have been sending Rakhi through online shopping for last 5 years I think. Though it is bit expensive than the normal post / courier service but I still prefer it over those primarily because of delivery guarantee and presentation / packaging. I have faced some irritating issues earlier when Rakhi was not delivered on time even after couriering it well in advance and once I remember I had sent the Rakhi and a small gift in a very beautiful packet only to come to know later that my brother had only received Rakhi in an open envelope without any gift inside :-). So, considering the assurance and convenience which I get while sending it through these e-commerce sites I find it to be justified to spend those extra bucks for it.

But I must say unlike few years back, this year it took me some time to make my purchase decision mainly because every online shopping was having some or other interesting thing to offer with almost nil price differentiation. Another interesting thing to be noticed was the way packets were described in these portals, instead of simply saying packet consists of 1 Rakhi, 1 card, etc. most of them were focusing on the packaging and the relevance of it to the tradition of Rakhi. Ehhh quite attractive and strong marketing so to say. E-commerce sites are learning it well to push online shopping esp. during festivals in India. Despite the price curve moving steeply upwards during peak season these sites are very much able to sell their products as there is a certain set of TG in Indian market now who is becoming used to the convenience of online shopping.

Infact last week only I had read an interesting article in ET about internet shopping catching up fastly in India. As per the statistics, eBay India is selling one product a minute and its not only software or tech product which is being sold, rather its surprising to know that one of the most common products sold online is jewelery. Here are some other interesting figures from that ET article (dated 3^rd Aug’08) about eBay India which reinforces the surge of internet shopping in India.

• On an average day a piece of jewellery is sold every seven minutes, a coin or note sells every 16 minutes, a stamp sells every 19 minutes, an apparel sells every 22 minutes and a book is sold every 27 minutes on eBay India

• 70-75% of buyers on eBay India are from age group of 25-30 years.

• It is jewellery that is the most sought product on this site.

• Buying trend wise electronic gadgets are popular among male buyers and jewellery is the obvious choice of Indian women.

• Apart from jewellery, apparel category is the other area which is a favorite among women buyers.

Apparel and jewellery being bought online in India, online shopping is really catching up then :-)

Indian Internet Industry · Marketing

Internet shopping boom in India

Well, Rakhi season is here and as expected all my inboxes are flooded with promo mailers from different e-commerce sites about online Rakhi hampers and packs. After going through different mailers and hampers on offer, I settled for one of the Rakhi packs from rediff.com shopping portal. I have been sending Rakhi through online shopping for last 5 years I think. Though it is bit expensive than the normal post / courier service but I still prefer it over those primarily because of delivery guarantee and presentation / packaging. I have faced some irritating issues earlier when Rakhi was not delivered on time even after couriering it well in advance and once I remember I had sent the Rakhi and a small gift in a very beautiful packet only to come to know later that my brother had only received Rakhi in an open envelope without any gift inside :-). So, considering the assurance and convenience which I get while sending it through these e-commerce sites I find it to be justified to spend those extra bucks for it.

But I must say unlike few years back, this year it took me some time to make my purchase decision mainly because every online shopping was having some or other interesting thing to offer with almost nil price differentiation. Another interesting thing to be noticed was the way packets were described in these portals, instead of simply saying packet consists of 1 Rakhi, 1 card, etc. most of them were focusing on the packaging and the relevance of it to the tradition of Rakhi. Ehhh quite attractive and strong marketing so to say. E-commerce sites are learning it well to push online shopping esp. during festivals in India. Despite the price curve moving steeply upwards during peak season these sites are very much able to sell their products as there is a certain set of TG in Indian market now who is becoming used to the convenience of online shopping.

Infact last week only I had read an interesting article in ET about internet shopping catching up fastly in India. As per the statistics, eBay India is selling one product a minute and its not only software or tech product which is being sold, rather its surprising to know that one of the most common products sold online is jewelery. Here are some other interesting figures from that ET article (dated 3^rd Aug’08) about eBay India which reinforces the surge of internet shopping in India.

• On an average day a piece of jewellery is sold every seven minutes, a coin or note sells every 16 minutes, a stamp sells every 19 minutes, an apparel sells every 22 minutes and a book is sold every 27 minutes on eBay India

• 70-75% of buyers on eBay India are from age group of 25-30 years.

• It is jewellery that is the most sought product on this site.

• Buying trend wise electronic gadgets are popular among male buyers and jewellery is the obvious choice of Indian women.

• Apart from jewellery, apparel category is the other area which is a favorite among women buyers.

Apparel and jewellery being bought online in India, online shopping is really catching up then :-)

After liking “Pyaar Ke Side Effects” a lot by Pritish Nandy Communications starring Rahul Bose and Mallika Sherawat, I was eagerly waiting for next PNC release. Watched this movie last weekend and I think the only thing which makes sense about this movie is its name – UGLY aur PAGLI, rest everything is as insane as possible. Yeah the movie is sort of Ugly with those dirty scenes like Mallika vomiting every now and then and absolutely PAGLI as its full of lunatic series and sequences.

Speaking of the story, it’s a story of Kuhu and Kabir…ummm nothing more to write as there is no story at all! So, no need to go into details of the same. Ranvir Shorey is playing UGLY and Mallika Sherawat is playing PAGLI whose only role in the movie is to SLAP Ranvir every now & then…slap if he does good to her, slap if he does bad to her! Quite a “SLAP”stick comedy I must say. Mallika was good in her acting as long as she was supposed to play this crazy girl who wanted her boyfriend to fulfill all her insane demands and the moment she was required to shed some tears, oh god what a disaster she was! She just couldn’t do any serious part even if it’s there for just few minutes. Ranvir Shorey was good in his acting as usual but his role was too miserable to impress. Though the movie definitely shows you some of those very popular old television stars like Sushmita Mukherjee, Bharti Achrekar and both have them have done their role wonderfully well.

I would rate this movie only 1.5 out of 5: 1 because of Ranvir and 0.5 because of “Talli” song. Overall it was a bad decision to watch this movie in a multiplex on a weekend, it was supposed to be a comedy but I don’t remember even a single scene which would have brought a smile on my face, forget about laughter! I would not recommend to anybody to watch this movie and yeah in case you still wanna do, wait for the DVD release, it would be a better idea to watch it at home as atleast you can switch to some channel if you find it to be too boring or forward those unwanted scenes which just makes you wonder – what happened to Ranvir’s specialized comedy skills and how come such a movie from PNC productions!

Movies

"SLAP"stick comedy - Ugly Aur Pagli

After liking “Pyaar Ke Side Effects” a lot by Pritish Nandy Communications starring Rahul Bose and Mallika Sherawat, I was eagerly waiting for next PNC release. Watched this movie last weekend and I think the only thing which makes sense about this movie is its name – UGLY aur PAGLI, rest everything is as insane as possible. Yeah the movie is sort of Ugly with those dirty scenes like Mallika vomiting every now and then and absolutely PAGLI as its full of lunatic series and sequences.

Speaking of the story, it’s a story of Kuhu and Kabir…ummm nothing more to write as there is no story at all! So, no need to go into details of the same. Ranvir Shorey is playing UGLY and Mallika Sherawat is playing PAGLI whose only role in the movie is to SLAP Ranvir every now & then…slap if he does good to her, slap if he does bad to her! Quite a “SLAP”stick comedy I must say. Mallika was good in her acting as long as she was supposed to play this crazy girl who wanted her boyfriend to fulfill all her insane demands and the moment she was required to shed some tears, oh god what a disaster she was! She just couldn’t do any serious part even if it’s there for just few minutes. Ranvir Shorey was good in his acting as usual but his role was too miserable to impress. Though the movie definitely shows you some of those very popular old television stars like Sushmita Mukherjee, Bharti Achrekar and both have them have done their role wonderfully well.

I would rate this movie only 1.5 out of 5: 1 because of Ranvir and 0.5 because of “Talli” song. Overall it was a bad decision to watch this movie in a multiplex on a weekend, it was supposed to be a comedy but I don’t remember even a single scene which would have brought a smile on my face, forget about laughter! I would not recommend to anybody to watch this movie and yeah in case you still wanna do, wait for the DVD release, it would be a better idea to watch it at home as atleast you can switch to some channel if you find it to be too boring or forward those unwanted scenes which just makes you wonder – what happened to Ranvir’s specialized comedy skills and how come such a movie from PNC productions!

Yesterday while just casually browsing through ET, one piece which caught my immediate attention was how internet is changing the face of Indian Art Industry. Indian Art and Internet, oh wow what a lovely combination as both happen to be my special areas of interests – art out of passion and internet out of profession J. I immediately stopped over to read the complete story and I was quite happy to observe the shift which is happening even in Indian Art Industry because of this overall internet revolution. Not only artists are using Internet for reaching out to different markets but they are also using it for expanding their canvas of inspiration. While offline stores and exhibitions give artists a chance to promote large number of creations at one go but at the same time Internet gives them a very wide avenue for promoting their work to right kind of TG across different geographies at a very economic cost. Most importantly you get to see work of other people, you can discuss and share feedback with like minded people as well as it provides ample opportunities for and artist to study and research the subject of painting thereby expanding his / her creative horizon. While downside of it is definitely there with more chances of plagiarism and piracy but as per me the positive aspects of it outweigh the negative ones.

Indian Art industry is moving ahead quite positively and thanks to the internet exposure that prices of Indian works are growing northwards. As per an estimate by the creator of The Fine Art Fund, Phillip Hoffman, the size of the Indian market has grown from $2 million to approximately $400 million in the last seven years and to add to that as per Yamini Mehta, director of modern and contemporary Indian art at the London-based Christie’s, “Indian art is becoming a part of international consciousness, why is why we have seen a spectacular growth in this field”. More and more people outside are looking out for Indian masterpieces and famous artists are getting unimaginable prices too. Early this year M.F. Husain’s “Battle of Ganga and Jamuna” sold for $1.6 million in New York! $1.6 million…this is seriously some money man :-).

As an amateur artist with a strong passion towards painting, I have always believed in the power of internet for promoting Indian Art to the right TG. Personally speaking I paint out of hobby and have never tried doing it commercially but I know of many good and senior artists who earn their living through art only and I know how difficult it is for them to meet their ends because of low potential in the local market. I know of this friend of mine who is a very good senior level artist but she was always confined to the limits of Indian Market. One fine day I helped her in building a website and we put her paintings in sites like e-bay etc. Though there was no miraculous result which happened immediately and of course she didn’t make any earnings in million dollars but results were not bad either. She started making money slowly out of online selling and atleast she gets lots of leads now through her website of people interested in learning painting from her. She has got steady income and now she keeps on telling everybody about power of internet and how it can help them in reaching out to wider sphere.

Reading that article in ET with the word “industry” suffixed everywhere after “Indian Art” instilled quite some hope within me. Wish like many other industries, internet revolutionizes Indian Art industry as well with more and more open minded artists who are willing to try out newer technologies and platforms.

Indian Internet Industry

Internet rejuvenating Indian Art Industry!

Yesterday while just casually browsing through ET, one piece which caught my immediate attention was how internet is changing the face of Indian Art Industry. Indian Art and Internet, oh wow what a lovely combination as both happen to be my special areas of interests – art out of passion and internet out of profession J. I immediately stopped over to read the complete story and I was quite happy to observe the shift which is happening even in Indian Art Industry because of this overall internet revolution. Not only artists are using Internet for reaching out to different markets but they are also using it for expanding their canvas of inspiration. While offline stores and exhibitions give artists a chance to promote large number of creations at one go but at the same time Internet gives them a very wide avenue for promoting their work to right kind of TG across different geographies at a very economic cost. Most importantly you get to see work of other people, you can discuss and share feedback with like minded people as well as it provides ample opportunities for and artist to study and research the subject of painting thereby expanding his / her creative horizon. While downside of it is definitely there with more chances of plagiarism and piracy but as per me the positive aspects of it outweigh the negative ones.

Indian Art industry is moving ahead quite positively and thanks to the internet exposure that prices of Indian works are growing northwards. As per an estimate by the creator of The Fine Art Fund, Phillip Hoffman, the size of the Indian market has grown from $2 million to approximately $400 million in the last seven years and to add to that as per Yamini Mehta, director of modern and contemporary Indian art at the London-based Christie’s, “Indian art is becoming a part of international consciousness, why is why we have seen a spectacular growth in this field”. More and more people outside are looking out for Indian masterpieces and famous artists are getting unimaginable prices too. Early this year M.F. Husain’s “Battle of Ganga and Jamuna” sold for $1.6 million in New York! $1.6 million…this is seriously some money man :-).

As an amateur artist with a strong passion towards painting, I have always believed in the power of internet for promoting Indian Art to the right TG. Personally speaking I paint out of hobby and have never tried doing it commercially but I know of many good and senior artists who earn their living through art only and I know how difficult it is for them to meet their ends because of low potential in the local market. I know of this friend of mine who is a very good senior level artist but she was always confined to the limits of Indian Market. One fine day I helped her in building a website and we put her paintings in sites like e-bay etc. Though there was no miraculous result which happened immediately and of course she didn’t make any earnings in million dollars but results were not bad either. She started making money slowly out of online selling and atleast she gets lots of leads now through her website of people interested in learning painting from her. She has got steady income and now she keeps on telling everybody about power of internet and how it can help them in reaching out to wider sphere.

Reading that article in ET with the word “industry” suffixed everywhere after “Indian Art” instilled quite some hope within me. Wish like many other industries, internet revolutionizes Indian Art industry as well with more and more open minded artists who are willing to try out newer technologies and platforms.

Have been planning to post this for quite sometime now but last few weeks have been hectic enough to do anything else. Well professionally and personally things are moving quite optimistically and work wise my new promoted role with larger responsibilities since last one and half month has been quite interesting and stimulating for me (TOUCHWOOD!). Got to do lots of interesting stuffs and I am enjoying every bit of it till today (hee hee hee, knowing me one may never know when I can get bored of anything including my job) except that this is really-really hectic and frenzied with quite some traveling too. But guess one has to pay this price in terms of schedule and time. But amidst all this, I had managed to sneak a very special weekend this month, thanks to planning and preparation of hubby dear :-) for my b’day which was luckily on a weekend this year.

We were getting that long drive itch since long esp. because our last drive to Pondicherry was in Feb’08. Hmmm considering our love for wheels, 5 months without any long drive is a long hiatus for us. Just one day prior to that weekend, hubby dear announced the plans for bday weekend and asked me to take Monday off so that we can have a 3 days weekend trip to Wayanad… Wayanad!!! My first reaction was full of exclamation marks and frowns, Wayanad in rains, now come on we all are aware of rains in Kerala esp. Wayanad where Lakkidi gets world’s second largest rainfall and wherever we have read its always mentioned not to go to Wayanad during monsoons…But well he was insistent on the fact that kerala is very beautiful and lets go to Kerala again (we have already been to some other locations of Kerala like Munnar, Allepy etc immediately after our wedding and it was an awesome trip). And so finally out of the strong urge to visit Kerala again, I also agreed and I must say it was a wonderful decision that we made.

Saturday 12^th July’08 we (me, hubby and one of our close friends alongwith his family) set on our jaunt to Wayanad…we started morning 6 am by fully loading our car with fuel, snacks, music and enthusiasm. The drive was wonderful and en-route we stopped at standard Kamat Loka Ruchi for a scrumptious breakfast, oh the idlis there are just so yummy…After clicking some pics here and there, we started again and the route was simply awesome, a driver's delight so to say. And one can’t miss hubby’s and his friend’s fault finding in each others driving so that they get to drive through the maximum route possible… Hubby saying to his friend, “tujhe sharp turn theek se nahi lene aata, let me drive” and his friend replying “tera break pe control nahi rehta hai, let me drive” LOL! Here is one pic of the route to explain it further :-)…

Finally we reached Wayanad in about five and hours drive and oh wow what a place it was! Truly mesmerizing…greenery all along, thick dense coffee plantations…fresh air and absolute serenity! After settling down in our resort we set to move around in Wayanad and the best part was that there was absolutely no rains except for some drizzle which made the weather all the more lovelier. In two and half days, we visited places like Phokoot Lake, Lakkidi Point, Soochipoora Falls, and Edekkal caves etc. Out of all these, most fascinating ones were Edekkal Caves simply because of its mysterious ancient culture and Lakkidi because of its breathtaking view. Here is a pic of Lakkidi point, I must have seen many rainbows earlier in my life but something as vibrant as this…never!!!

This pic immediately reminded me of a very old quote - “Life is like a rainbow. You need both the sun and the rain to make its colors appear”, this rainbow at Lakkidi was so bright and vivid esp. because it was appearing on a varied background, half of the mountains were having rains and half were having sun. I just loved it! That whole two and half days kaise beet gaye pata hi nahi chala and Monday noon it was time for us to hit back to the road to Bangalore. The details of my overall trip from travel perspective is available on my travelogue and the same can be read there.

Overall a mesmerizing trip and very sweet weekend amidst all the frantic work life and I would recommend Wayanad to all those who enjoy spending some time in tranquility away from city chaos. And yeah lastly whosoever said not to visit Wayanad in July is ##@@!!. Trust me roaming and driving around in that lush green carpet of nature was truly and amazing and rewarding experience.

Travel

That Special Weekend...

Have been planning to post this for quite sometime now but last few weeks have been hectic enough to do anything else. Well professionally and personally things are moving quite optimistically and work wise my new promoted role with larger responsibilities since last one and half month has been quite interesting and stimulating for me (TOUCHWOOD!). Got to do lots of interesting stuffs and I am enjoying every bit of it till today (hee hee hee, knowing me one may never know when I can get bored of anything including my job) except that this is really-really hectic and frenzied with quite some traveling too. But guess one has to pay this price in terms of schedule and time. But amidst all this, I had managed to sneak a very special weekend this month, thanks to planning and preparation of hubby dear :-) for my b’day which was luckily on a weekend this year.

We were getting that long drive itch since long esp. because our last drive to Pondicherry was in Feb’08. Hmmm considering our love for wheels, 5 months without any long drive is a long hiatus for us. Just one day prior to that weekend, hubby dear announced the plans for bday weekend and asked me to take Monday off so that we can have a 3 days weekend trip to Wayanad… Wayanad!!! My first reaction was full of exclamation marks and frowns, Wayanad in rains, now come on we all are aware of rains in Kerala esp. Wayanad where Lakkidi gets world’s second largest rainfall and wherever we have read its always mentioned not to go to Wayanad during monsoons…But well he was insistent on the fact that kerala is very beautiful and lets go to Kerala again (we have already been to some other locations of Kerala like Munnar, Allepy etc immediately after our wedding and it was an awesome trip). And so finally out of the strong urge to visit Kerala again, I also agreed and I must say it was a wonderful decision that we made.

Saturday 12^th July’08 we (me, hubby and one of our close friends alongwith his family) set on our jaunt to Wayanad…we started morning 6 am by fully loading our car with fuel, snacks, music and enthusiasm. The drive was wonderful and en-route we stopped at standard Kamat Loka Ruchi for a scrumptious breakfast, oh the idlis there are just so yummy…After clicking some pics here and there, we started again and the route was simply awesome, a driver's delight so to say. And one can’t miss hubby’s and his friend’s fault finding in each others driving so that they get to drive through the maximum route possible… Hubby saying to his friend, “tujhe sharp turn theek se nahi lene aata, let me drive” and his friend replying “tera break pe control nahi rehta hai, let me drive” LOL! Here is one pic of the route to explain it further :-)…

Finally we reached Wayanad in about five and hours drive and oh wow what a place it was! Truly mesmerizing…greenery all along, thick dense coffee plantations…fresh air and absolute serenity! After settling down in our resort we set to move around in Wayanad and the best part was that there was absolutely no rains except for some drizzle which made the weather all the more lovelier. In two and half days, we visited places like Phokoot Lake, Lakkidi Point, Soochipoora Falls, and Edekkal caves etc. Out of all these, most fascinating ones were Edekkal Caves simply because of its mysterious ancient culture and Lakkidi because of its breathtaking view. Here is a pic of Lakkidi point, I must have seen many rainbows earlier in my life but something as vibrant as this…never!!!

This pic immediately reminded me of a very old quote - “Life is like a rainbow. You need both the sun and the rain to make its colors appear”, this rainbow at Lakkidi was so bright and vivid esp. because it was appearing on a varied background, half of the mountains were having rains and half were having sun. I just loved it! That whole two and half days kaise beet gaye pata hi nahi chala and Monday noon it was time for us to hit back to the road to Bangalore. The details of my overall trip from travel perspective is available on my travelogue and the same can be read there.

Overall a mesmerizing trip and very sweet weekend amidst all the frantic work life and I would recommend Wayanad to all those who enjoy spending some time in tranquility away from city chaos. And yeah lastly whosoever said not to visit Wayanad in July is ##@@!!. Trust me roaming and driving around in that lush green carpet of nature was truly and amazing and rewarding experience.

Same story, same climax, same end but still it was so fresh! There must be 100s of movies on a similar topic but there was something about “Jaane Tu Ya Jaane Na” that I just loved this movie. Watched it over the weekend and I found it to be a very sweet light hearted romantic movie which I am sure would be liked not only be teenagers and today’s generation kids but also by grown up individuals like me…It just makes you so nostalgic and brings back those sweet memories of school and college days J

It’s a story of Jai Sigh Rathore a.k.a Rats (Imran Khan), and Aditi a.k.a Meow (Genelia D’souza) who are best of friends and think their relationship is just friendship and not Love. Ummm you should have guessed the story by now, yeah you are right - same old saga of confusion between platonic and romantic relationship where the movie starts with a girl and boy who spend most of the time together but still think they are not in love and when they think they have fallen in love with different people then suddenly they start missing each other’s company, feelings like jealousy towards each others partners, anger and misunderstandings crop up and finally after some cute li’ll incidents the movie ends happily like a typical bollywood movie on an airport! Yeah airport, I mean even the end is so typecast but still as I said it’s sweet and different!

So, when everything is same about the movie then how come it’s different? Well the answer is packaging! Yeah, old wine served in a very new and interesting bottle J. Same story but delivered through fresh faces like Imran and Genelia and all other actors who have acted as their friends. They all were simply superb. I must say Imran Khan was very impressive considering this was his debut movie and Genelia fitted perfectly into a college kiddie role. Even artists in small roles like of Meghna (Manjari Fadnis) and Amit (Prateik Babbar) leave a lasting impression on audience. Am wondering if all of them are such super actors or it’s the outcome of director Abbas Tyrewala’s effort. A.R. Rahman’s music was as usual marvelous, songs like “Has de Aditi” and “Pappu can’t dance” are already craze amongst many. As expected from senior actors like Ratna Pathak Shah, Naseeruddin Shah, Anuradha Patel, Jayant Kriplani their performance was excellent…I loved Naseeruddin Shah’s role, though the idea of dead one speaking from photo frame is old but then it was Naseruddin who was performing it this time, so it had to be excellent.

Well, this movie again establishes the fact beautifully that it’s all about the right packaging. Jaane Tu Ya Jaane Na is a kind of movie in which you know everything including the end which is too predictable but still when the movie ends it leaves a very sweet smile on your face simply because of the way it has been presented to the audience. It’s a total entertainer and full paisa vasool. It definitely has some nuances like in current era parents fixing marriage of a 21 year old girl(!!!) but guess those can be ignored on overall basis. I would recommend it to everybody who just want to go for some light and fun flick. And take my words, it will surely remind of your good old student life days and suddenly after coming out you will feel like either talking to your friends or talking about your friends :-)

Marketing · Movies

Its all about the right packaging!

Same story, same climax, same end but still it was so fresh! There must be 100s of movies on a similar topic but there was something about “Jaane Tu Ya Jaane Na” that I just loved this movie. Watched it over the weekend and I found it to be a very sweet light hearted romantic movie which I am sure would be liked not only be teenagers and today’s generation kids but also by grown up individuals like me…It just makes you so nostalgic and brings back those sweet memories of school and college days J

It’s a story of Jai Sigh Rathore a.k.a Rats (Imran Khan), and Aditi a.k.a Meow (Genelia D’souza) who are best of friends and think their relationship is just friendship and not Love. Ummm you should have guessed the story by now, yeah you are right - same old saga of confusion between platonic and romantic relationship where the movie starts with a girl and boy who spend most of the time together but still think they are not in love and when they think they have fallen in love with different people then suddenly they start missing each other’s company, feelings like jealousy towards each others partners, anger and misunderstandings crop up and finally after some cute li’ll incidents the movie ends happily like a typical bollywood movie on an airport! Yeah airport, I mean even the end is so typecast but still as I said it’s sweet and different!

So, when everything is same about the movie then how come it’s different? Well the answer is packaging! Yeah, old wine served in a very new and interesting bottle J. Same story but delivered through fresh faces like Imran and Genelia and all other actors who have acted as their friends. They all were simply superb. I must say Imran Khan was very impressive considering this was his debut movie and Genelia fitted perfectly into a college kiddie role. Even artists in small roles like of Meghna (Manjari Fadnis) and Amit (Prateik Babbar) leave a lasting impression on audience. Am wondering if all of them are such super actors or it’s the outcome of director Abbas Tyrewala’s effort. A.R. Rahman’s music was as usual marvelous, songs like “Has de Aditi” and “Pappu can’t dance” are already craze amongst many. As expected from senior actors like Ratna Pathak Shah, Naseeruddin Shah, Anuradha Patel, Jayant Kriplani their performance was excellent…I loved Naseeruddin Shah’s role, though the idea of dead one speaking from photo frame is old but then it was Naseruddin who was performing it this time, so it had to be excellent.

Well, this movie again establishes the fact beautifully that it’s all about the right packaging. Jaane Tu Ya Jaane Na is a kind of movie in which you know everything including the end which is too predictable but still when the movie ends it leaves a very sweet smile on your face simply because of the way it has been presented to the audience. It’s a total entertainer and full paisa vasool. It definitely has some nuances like in current era parents fixing marriage of a 21 year old girl(!!!) but guess those can be ignored on overall basis. I would recommend it to everybody who just want to go for some light and fun flick. And take my words, it will surely remind of your good old student life days and suddenly after coming out you will feel like either talking to your friends or talking about your friends :-)

I had written post about bollywood marketing earlier as well, I must say things are getting innovative day by day. The most talked about two recent releases are “Love Story 2050” & “Jaane Tu Ya Jaane Na”. Both are releasing on today i.e., 4^th July’08 and both these films are marketing their stuff quite aggressively. Though both are quite hyped up movies but guess Jaane Tu…has managed to grab more pre-release attention because of its super aggressive PR plans and 360 degree marketing approach. After observing different promotional strategies of these two movies, I think the two key catchy promotional strategies which I noticed are:

• Marketing Tie-ups: Both these movies have managed to get big brands roped in for their movies. “Love Story 2050” has got Lux, Xbox 360, Tata Indicom and Sun Microsystems interested for branding and marketing tie-ups whereas “Jaane Tu…” has secured marketing alliances with Zee and Sony, and is expected to sign Coke and Toyota, brands endorsed by Aamir Khan. Not that tie-ups like these are something new but the fact that now-a-days such tie-ups are covering the overall production cost of even huge budgeted films like “Love Story 2050” is something really fascinating. “We have covered 20% of our production costs through brand and marketing tie-ups. But if we combine the money that we have earned through merchandising and distribution deals, it would cover 100% of the costs. Anything that we will earn from now on would be profits for us,” says Rowena Baweja of Harry Baweja Productions. Love Story 2050’s production cost is an estimated Rs 50 crore (Source: ET online, dated 23^rd June’08). 50 crores getting covered through tie-ups and merchandising, wow, really interesting!

• Increasing online promotions: Next important thing which caught my immediate attention today was promotion of these films in online world…most of the popular sites are splashed with “Jaane Tu…” promo today, not sure if they had started their online promo earlier but it struck to my eyes today only and more so because of this very catchy ad on msn India homepage today.

(Brief description for the benefit of those who have missed out this ad: As soon as you go to msn India home page, suddenly you see Imran Khan walking all over the screen very coolly and then he suddenly knocks the screen and goes back to that Jane Tu Box). I have seen some other ads earlier as well like this but somehow the presentation and background score of this ad was too good! Apart from this they have other interesting banners on facebook, AOL bollywood etc and a very trendy website as well. It’s cool, vibrant and think can establish a good connect with their youth TG. Hmmm, movies are seriously investing in websites these days!

Well, the fate of these movies as well as the return on investment will be decided today but one thing is sure – movie marketing is definitely becoming an interesting field in itself.

Movie Marketing

Bollywood Promotion - Other intersting examples

I had written post about bollywood marketing earlier as well, I must say things are getting innovative day by day. The most talked about two recent releases are “Love Story 2050” & “Jaane Tu Ya Jaane Na”. Both are releasing on today i.e., 4^th July’08 and both these films are marketing their stuff quite aggressively. Though both are quite hyped up movies but guess Jaane Tu…has managed to grab more pre-release attention because of its super aggressive PR plans and 360 degree marketing approach. After observing different promotional strategies of these two movies, I think the two key catchy promotional strategies which I noticed are:

• Marketing Tie-ups: Both these movies have managed to get big brands roped in for their movies. “Love Story 2050” has got Lux, Xbox 360, Tata Indicom and Sun Microsystems interested for branding and marketing tie-ups whereas “Jaane Tu…” has secured marketing alliances with Zee and Sony, and is expected to sign Coke and Toyota, brands endorsed by Aamir Khan. Not that tie-ups like these are something new but the fact that now-a-days such tie-ups are covering the overall production cost of even huge budgeted films like “Love Story 2050” is something really fascinating. “We have covered 20% of our production costs through brand and marketing tie-ups. But if we combine the money that we have earned through merchandising and distribution deals, it would cover 100% of the costs. Anything that we will earn from now on would be profits for us,” says Rowena Baweja of Harry Baweja Productions. Love Story 2050’s production cost is an estimated Rs 50 crore (Source: ET online, dated 23^rd June’08). 50 crores getting covered through tie-ups and merchandising, wow, really interesting!

• Increasing online promotions: Next important thing which caught my immediate attention today was promotion of these films in online world…most of the popular sites are splashed with “Jaane Tu…” promo today, not sure if they had started their online promo earlier but it struck to my eyes today only and more so because of this very catchy ad on msn India homepage today.

(Brief description for the benefit of those who have missed out this ad: As soon as you go to msn India home page, suddenly you see Imran Khan walking all over the screen very coolly and then he suddenly knocks the screen and goes back to that Jane Tu Box). I have seen some other ads earlier as well like this but somehow the presentation and background score of this ad was too good! Apart from this they have other interesting banners on facebook, AOL bollywood etc and a very trendy website as well. It’s cool, vibrant and think can establish a good connect with their youth TG. Hmmm, movies are seriously investing in websites these days!

Well, the fate of these movies as well as the return on investment will be decided today but one thing is sure – movie marketing is definitely becoming an interesting field in itself.

Recently my mom had come to visit my place for few days and unfortunately some days out of those three weeks were very hectic professionally for both me and my husband. So, we were not able to take her out or spend much time with her during weekdays. I thought of arranging some entertainment activities for my mom so that she doesn’t get bored at home and considering my mom’s hobbies, the two most obvious choices were movies and books, with books having higher preference. Well, books and movies by term look so simple to arrange but nah it’s not that easy to arrange these stuffs for my mom. Well, she definitely loves to read but not the kind of books which me or my husband read, rather she likes to read those very old classics of Hindi and English literature. I thought of ordering some books of her choice from some popular online shops as generally they offer good discounts on books. Well, my mom’s wish-list consisted of some very old hindi classics by writers like Shivani, Rabindra Nath Tagore, Jayashankar Prasad etc. And when I told her the benefits of ordering online, she was all excited and gave me a list of 7 names to be order immediately.

Since these books were quite popular titles and so I very conveniently assumed that these would be available in almost all book stores. And then my hunt started, first site, second site, third site…ohhh little did I know then that it’s gonna be such a difficult task to find those famous old hindi classics online. Well, none of the popular stores were having those titles…so tired of net surfing, I thought I will stop at landmark (a very popular book store at Bangalore) tomorrow while coming back from office as it would be easier to find it there. With all hopes I reached Landmark next day only to be disappointed to find that only 1 of those titles were available…having no other option, I took that one book and with lots of difficulties managed to find another one in an online store. Mom was ok to get atleast two books of her choice but was damn amazed to realize that these books are not available in most of the stores online as well as offline, she surprisingly said, “lagta hai logo ne hindi ki kitabein padhni band kar di hai, tabhi itni famous kitabein bhi nahi mil rahi hai”.

I also felt the same that maybe people in India have stopped reading hindi novels and books and hence its not easy to find those in regular shops or e-stores. But well my hypothesis didn’t last for long as last weekend I was surfing some US specific e-commerce sites. One of the popular sites was having section of books by Indian writers. Out of curiosity I entered the titles suggested by my mom and lo’ all the books were available in that book store with even reviews and author profiles completed! Felt surprised as well as sad – I was not getting those books here and all these are available in a US site as best rated classics! Stunning!

Though Hindi is our mother tongue but I hardly know of anyone from today’s generation who reads hindi books these days. Honestly speaking even I have not read lots of hindi books but yes I have definitely read some of the very popular ones and have really liked those a lot. Reading as a habit was seeded in me by my mom and she used to suggest me all good novels irrespective of the language be it English, Hindi or translated version of very famous regional books. So, as a child I have read variety of books including real good hindi classics as well. But guess with lots of other things getting lost in rut of life, I lost touch with hindi literature as well…Though I love books by Indian writers but almost all the current books released by Indian writers are written originally in English and so that’s what I read mostly these days. I wonder about current generation as in younger people who are currently in schools, I doubt if most of them are even aware of hindi classics or treasure hidden in our own literature…Do they even know that these books are rated as best classics from India globally? I wonder if Hindi literature is on its way to extinction in India!

Musings

Death of Hindi Literature!

Recently my mom had come to visit my place for few days and unfortunately some days out of those three weeks were very hectic professionally for both me and my husband. So, we were not able to take her out or spend much time with her during weekdays. I thought of arranging some entertainment activities for my mom so that she doesn’t get bored at home and considering my mom’s hobbies, the two most obvious choices were movies and books, with books having higher preference. Well, books and movies by term look so simple to arrange but nah it’s not that easy to arrange these stuffs for my mom. Well, she definitely loves to read but not the kind of books which me or my husband read, rather she likes to read those very old classics of Hindi and English literature. I thought of ordering some books of her choice from some popular online shops as generally they offer good discounts on books. Well, my mom’s wish-list consisted of some very old hindi classics by writers like Shivani, Rabindra Nath Tagore, Jayashankar Prasad etc. And when I told her the benefits of ordering online, she was all excited and gave me a list of 7 names to be order immediately.

Since these books were quite popular titles and so I very conveniently assumed that these would be available in almost all book stores. And then my hunt started, first site, second site, third site…ohhh little did I know then that it’s gonna be such a difficult task to find those famous old hindi classics online. Well, none of the popular stores were having those titles…so tired of net surfing, I thought I will stop at landmark (a very popular book store at Bangalore) tomorrow while coming back from office as it would be easier to find it there. With all hopes I reached Landmark next day only to be disappointed to find that only 1 of those titles were available…having no other option, I took that one book and with lots of difficulties managed to find another one in an online store. Mom was ok to get atleast two books of her choice but was damn amazed to realize that these books are not available in most of the stores online as well as offline, she surprisingly said, “lagta hai logo ne hindi ki kitabein padhni band kar di hai, tabhi itni famous kitabein bhi nahi mil rahi hai”.

I also felt the same that maybe people in India have stopped reading hindi novels and books and hence its not easy to find those in regular shops or e-stores. But well my hypothesis didn’t last for long as last weekend I was surfing some US specific e-commerce sites. One of the popular sites was having section of books by Indian writers. Out of curiosity I entered the titles suggested by my mom and lo’ all the books were available in that book store with even reviews and author profiles completed! Felt surprised as well as sad – I was not getting those books here and all these are available in a US site as best rated classics! Stunning!

Though Hindi is our mother tongue but I hardly know of anyone from today’s generation who reads hindi books these days. Honestly speaking even I have not read lots of hindi books but yes I have definitely read some of the very popular ones and have really liked those a lot. Reading as a habit was seeded in me by my mom and she used to suggest me all good novels irrespective of the language be it English, Hindi or translated version of very famous regional books. So, as a child I have read variety of books including real good hindi classics as well. But guess with lots of other things getting lost in rut of life, I lost touch with hindi literature as well…Though I love books by Indian writers but almost all the current books released by Indian writers are written originally in English and so that’s what I read mostly these days. I wonder about current generation as in younger people who are currently in schools, I doubt if most of them are even aware of hindi classics or treasure hidden in our own literature…Do they even know that these books are rated as best classics from India globally? I wonder if Hindi literature is on its way to extinction in India!