~sHoE pOliSh~

I happen to visit a local B-grade movie theatre,Pritam last week. With 28th date on the calendar and 35 rupees in hand, ”Pyaasi Jawani” is not that bad entertainment i guessed.

The screen was on.So as audience’s scream.You don’t need Dolby at such places when audience is so co-operative with sound effects.Anyways.

Some ads here and there.And one ad seemed same as the one on the bunk day from school for kamasutra.

A man riding a horse.A horse riding on air.Air filled with gunpowder and dacoit’s armpit smell. A village has been invaded by a gang of dacoits and Man is singlehandedly playing with his gun and girl. 32 gunshots in a minute and all are dead but the girl.Man is now a hero.

And the Hero speaks up “502 पताका peene waalon ki baat hi kuch aur hai”. Wooh !! Never thought electricity can be generated by sounds.Every man sitting in my row is stuffed with oomph..I could see blood rushing in them,their curled legs resting on seats were embrassing the floor now.Whistles.Hurls.Hoots. All the energy was looted by them.i wish i was them for a moment. Fantabulous. What a 10 second advertisment can tranform into you; all i was witnessing.

The Man in the ad had just created bucket full of heros around me.

Most of the audience were labour migrants.A rickshaw wala, a dhobi, a sweeper, a raamu. What they lack in their lives is the power.Power that is soaked by the lanlord, the master, the policeman and by each and every element of this world. Those 10 seconds drenched them with power.

The advertisement could have easily envolved dozens of BMWs and Audis or could have paid Monica bellucci for a belly dance.But Audience generally define their limits of dreams and they don’t create voids that cannot be filled in their lifetimes. So, those words delivered the right emotion they crave for.

More than 700 trillion bidis are sold each year.yes, trillion. The type of audiences for this product are labours who can not afford cigarettes or people who realy like experience of a bidi.Major chunk is the former one.The only way to their pockets is offering the stick with less money or filling some void in their hearts.

They feel weak;power is the medicine. So, More than a beedi,the ad concentrated on the factor of dominance.An underdog always think to become a real dog one day.

Rest Segment will not be carried away by theories. They taste it and they have it.The beedi company can afford to forget them for the time being.

Next time my neighbour goes to buy a beedi, probably he will imagine himself riding a horse with a girl  around hundred dacoits.It will make him a hero, though momentarily. Such moment with just 50 paise is not that bad either.

Ever wondered why you know more about Barak Obama than Pratibha Patil(Is the spellings right)? Neways its time to go off air and booze.Next Friday “Kacchi Kali is the next change at Pritam’s”. Lets give it a Shot?