Sunday, September 16, 2007

All for the love of a Missy Miss

By : Ngathingkhui Jagoi/IFP


It’s a reminiscence of my love for a beautiful woman or for that matter the most glamorous queen in the world way back in 1980 during my high school days. I never had a chance to meet her personally in her lifetime. However, I was grieved to hear that she was getting married to a prince. Her bizarre death even pained me more. She was no other than Lady Diana, the queen of the people.

Soon after the announcement of betrothing Lady Diana with Prince Charles, I could not even swallow food. But I survived from the lovesick somehow. Later, I bought a pictorial book of Lady Diana and Prince Charles’ wedding. That was all about my love for an unknown woman

I thought of writing this piece two days after I saw a woman by the name Ms Jhanabi Kapoor on TV bandaged her hands on April 20, the day Abhishek Bacchan and former Miss World, Aishwariya Rai wedded. But Wungram Colony incident on April 22 wrecked my poor state of mind. I thought of abandoning the idea of scribbling a piece on the Missy Miss once, but I realized it is always better late than never.

The 44th Miss World marked the third consecutive staging of the Miss World pageant in Sun City, South Africa. Among those most beautiful women of 87 countries contested in the pageant which is not only about exposing their beautiful curves and shapely assets bestowed by the Almighty, but also about how brainy and intelligent as a woman, dreamy Aishwariya Rai representing India finally emerged as the queen with the Miss World title. Ya she walked on the ramp proving Indian women have the best curves of women and brains to the world.

Now there are numerous Miss Pageant contests ranging from universe/world level to village levels. Next time, I believe there will be a Miss Moon Pageant. But now I am perplexed who is really beautiful and who is not. My eyes are confused to see so many Miss.

As the most beautiful women of the world of her time, Aishwariya curves and brain attracted the reputed ads companies including the Bachchan’s family. Within a forth night, Miss Aish (as fondly called by her fans and people) was not only popular for her beauty, but she became filthy rich and Abishek Bachchan, who was junior (to Aish) won her heart finally.

Soon after the announcement of their wedding, surely people around the world must have expected an extravagant wedding. However, to everybody’s disappointment, the wedding became ‘a wedding inside a rat hole’. Apart from those invited VVIPs and Hi-Fis, literally nobody including the media could catch a good glimpse of the ‘once most beautiful woman’ who was about to end up in the arms of junior Bachchan. I believe there must be hundreds of men who were admirers of beautiful Aish and obviously envied Abishek or for that matter, jealousy and anger must be boiling inside many young men’s heart while others must be thinking that ‘the grapes are sour’. But the worst was for a woman by the name Jhanabi, an ardent admirer of junior Bachchan or to believe her words, whom Abishek had affairs and promised to marry her. For Jhanabi, the wedding of Abishek and Aish was an absolute nightmare. In desperation, she even went to the extend of cutting her hands. Jhanabi was completely drugged, hand bandaged, shabby, her voice was hoarse and she kept on reminding the media persons about Abishek’s promise to her. But act of the dancer or ‘Jhanabi, the whore’ as some people projected, (of the record) was well-hyped by the electronic medias in India beyond proportion the whole day after failing to shoot a good picture of cerebral Aish. Well, that’s the multi-facet side of the media. Forgive them.

A woman behind every man

If somebody asks, ‘Who rules the society; men or women?’ many people may say men. But sorry, I will say women, the ‘weaker sex’. In a patriarchal society, featuring women as the ruler of the society would invite a big debate. It would be like a debate on “Who is older; the hen or the egg?” But I stand on my point.

The best example can be drawn from the family. Though a husband is said to be the head of the family, only the wife makes a home. Many husbands tend to believe that they are the absolute decision makers in the family. Well, let us take that way, but only after a pinch of soft suggestion from their wives.

The second example can be India, a male dominating country. ABJ Kalam was the president and Manmohan Singh is the prime minister. Their decision in every issue is pivotal but it is understood that there is a woman, Sonia Gandhi whose suggestions guided the brain of these two top-brass VVIP of the country. President Kalam, who has a record of being elected as the President, has every chance for continuing the office for another term, had he been in better terms with Soniaji, the women behind the rulers of the great country India or if Kalamji had lent a little more attention to Soniaji’s suggestions. Now the country has another woman, Pratibha Patil in the country’s most coveted post, the President’s Chair. Now India is at the feet of Pratibha Patil and Sonia Gandhi, whom they (Indians) consider as weaker sex.

Empowered Women

A young Bengali couple happened to be my neighbour in a train during one of my trips to Delhi recently. The wife was fair in complexion but somewhat short in stature but no doubt, she had a beautiful body. All the eyes of the males in the compartment including mine surreptitiously feasted on her cleavage that heavily hung down like a pair of big mangoes every time she bent and thus enjoyed the trip until they alighted at a place in Bihar. The lady spoke English very fluently and she could talk about any topic on earth. She was well versed about cricket, Indo-US relationship, women empowerment, etal and continued to blah-blah every time another talkative travel mate chooses a topic. But her husband was rather quite with the looks of a rickshaw puller and probably a stooge of his wife. He never interrupted when his wife talked during the whole journey except clutching his hands on her boobs at night as they slept tightly. She was really an empowered woman in the real sense because no man will empower her except she empowers herself with adequate knowledge and wisdom.

An SMS reads

Not every flower can represent love, but the roses did
Not every tree can withstand thirst, but the cactus did.


Imphal Free Press

Outdoor Media Industry In Manipur

By : R K Lilapati Devi/IFP

Media in any sense is generally used to put messages across the mass. Newspapers, magazines, radio, TV, internet and traditional art forms like lai-haraoba and theatre platforms like Sumang-lila all have played important role in disseminating various messages. Outdoor media is also playing a dominant role in disseminating messages. It is a big part of advertising industry. The advertising world is played by three elements: Advertisers(manufacturers/service providers)), Advertising agencies and Media . Advertising agencies are engaged in whole work of putting the messages of the advertisers in the media. Media gets huge revenue from these advertisers. Ad agencies earn from the commissions given by the media for those ads put in that media.

As for outdoor media the revenue is rendered to the authority of the concerned site where ad is put. Outdoor media is any form of communication media which is out of home / studio. Advertising professionals also call it OOH(out of home ) media. They may be stationary or transitory. They are prevalent where their visibility hits the public’s eye. The stationary ones are usually at the roadside. Posters, billboards/hoarding, non standardized signs such as roadside signs, highway advertising, aisle displays, in- store clocks, public restroom walls, rail platforms, shopping mall displays, telephone kiosks, rail /air/bus terminals, painted bulletins( painted on walls , roofs, stones, hill’s side), neon signs, sky writings etc. These things are listless. The transitory are associated with transport vehicles like buses, trucks, rickshaws etc.

In Imphal city and in other district headquarters of Manipur, we find many hoardings/ billboard on the roadside. Some of the walls of the buildings or simply walls of the fences are too occupied with bold letters and pictures with messages. In an unindustrialized state like Manipur, OOH media has lesser function unlike it does in metropolitan cities of India and other western countries. However, it is an indispensable communication media in any society.

In Imphal city, there are around 136 hoardings scattered around the spots like Keishampat junction (10), Nupilal Complex (41). Opposite side of GP Women’s college(11), North AOC (10), JN Dance academy(19), Khuyathong(3), RIMS gate (3),, Singjamei(5), Porompat (1). Hoardings are mostly of the size 14x18 ft. The sites above mentioned hoardings are owned by different ad agencies, the revenue being rendered to Imphal municipality Council. The tax on these media is fixed by the convetion “Tax on advertisement Bye-Laws, 1979, under section 70(1)(i) of the Manipur Municipalities act !976.According to the taxation system contained in this law, Imphal Municipality fetches Rs 420 per annum for a hoarding measuring 14x18ft. From all the hoardings fixed in the Imphal city, Imphal municipality fetches an amount more than Rs 80,000 per annum.

There are other hoardings that are solely owned by certain organizations. They belong to the site of their concerned organizations. So, the question of taxation does not arise in these hoardings. In case an advertiser wants to put an ad on the site, then the tax has to be incurred to the concerned authority.

Tax on advertisement Bye –laws, 1979 charges different rates of advertising on hoardings, kiosks, traffic islands, non illuminated sky signs, vehicles or conveyances, lorry, rickshaws, tongas etc. They have a rate for a week, a month, or a year. For example an advertisement shown in a rickshaw draws Rs 2.00 per day, Rs 7.00 for a week and Rs 70.00 per year. A motor car or a bus having an ad on its walls have to pay the Municipality Board a sum of Rs 10 per week, Rs 40 per month or Rs 400 per year.

The making of these ads, installation and the overall execution of this work is performed by a number of advertising agencies based in Manipur. Some of the names of these agencies are Dina Art, Singh Art, Narayan advertising agency, Bell etc.

Singh Art has clients like reliance, star Cement. They have put about seven hoardings for Reliance and six hoardings for Star cement. These hoardings shine at North AOC, Airport Road, Lamlong and Governor road. The revenue collected from these clients is around Rs 80,000 excluding the payable taxes.

Dina Art has been providing these outdoor media services for the last thirty years. Among the clients, it has brands like Aircell, Reliance Diamond , Kaziranga. Apex, SBI, DIPR, Thinknet, Luxmi Toy Collection and many a Cinema posters. The hoarding spots are located at Khuman Lampak Main Stadium, Governor Road, Khuyathong road, Canchipur, Air port Road, Nagamapal, Uripok,& Manipur University campus etc.

Narayana Advertising agency was established way back in 1969.It has got brands like Rayband, Reebook, John Player, Levis, Turtle, Peter England, Garnier, Indigo Airlines, Airtel etc.The spots where these hoardings shine are around Raj Bhawan, JN Dance academy, Head Post Office, RIMS Gate, North AOC, Airport Road, Singamei, Palace compound etc. They own altogether 30 hoardings and 300 kiosks.

Bell Advertising agency is comparatively young. It came in 1995.However it has handled a number of big brands. Aircell, Amul, Samsung, Sansui, Onida, Viscol , Nestle, Brahamaputra Iron and steel Co ltd, Shree Sanyijee, and products like Tata Tiscol, Adhunik TMT Bar, LT Cement, Prism Cement, Classic century cement(now changed to Birla Gold ) and services like Haokip Travels, AHA, DAVP etc.

Bell’s outdoor spots are widely scattered across Moreh, Churachandpur, Ukhrul, Chandel, Imphal west, Imphal East,Thoubal, Nambol,Palel, Kakching. It has too extended to other states like Mizoram, Agartala, Shillong, Arunachal Pradesh.

The Narayana ad agency works in collaboration with the major outdoor ad agency Sevel. The bell works with Frontier. These ad agencies are dominant outdoor ad agencies playing world wide.

Kiosks are usually of size3x2 ft. It fetches a sum of Rs 50-Rs300 excluding the taxes payable to Municipality council or Electricity dept or MU authority or whoever the concerned authority. Normally, Agencies charge Rs50-60 per sq ft for a hoarding.

Brands like Reliance, Airtel, Aircell renders regular monthly revenue of Rs 15-16 thousand to the ad agencies. As for the cinema hoarding, the production companies hire for 3-6 months prior to the release of the films and the amount of the tax is also fixed at lower rate.

The biggest hoarding is the ad done for Airtel at Khuyathong executed by Narayana ad agency in collaboration with Selvel. It measures 60x20 ft. The next big hoarding stands nearby Kangla gate measuring 40x15 ft. This is for Aircell put by Dina Art.

These agencies are also engaged in making posters, banners and glow signs and many other art works. The overall printing is sometimes executed by firms located in other states. Now-a –days, the Nest advertising agency at Babupara handles the digital printing and so the there is less hassle in the process of transportation earlier faced by the ad agencies.

The outdoor advertising industry is mainly a local business operation. The OOH advertising is geographically selective. The messages can be selectively put at the desired place. It is a 24 hr medium of advertising. It is a visual medium par excellence. There is no remote control to change the view. They are seen by the thousands of commuters repeatedly. Commuters may be on their way to office, bazaar, school etc. The transit advertising is les common in Manipur. It offers a sure exposure and repetitions. It reaches a large population which is continually on the move. The AIDS awareness campaign, the Swajaldhara campaign, the Family planning awareness campign, the Polio campaign, the SPF govt achievement campaign or any other campaigns issued from other govt departments like Electricity dept, Health &Family welfare dept all gives a mass awareness of the issue concerned. Not only these, the big life size image of beautiful Kamala, the hunk Gung standing at the backdrop of a Manipuri hillside all depicting a lovely romantic story , the pictures of meritorious students topped in the competitive exam, a recently opened eating outlet, ad of an Imphal based footwear industry all give invocative messages and all the more are entertaining to the onlookers.

To measure the effectiveness of outdoor media, professionals have developed OSCAR((outdoor Site Classification Research).They have devised Visibility Index = Visibility Distance + Competition + Angle of vision 100 x illumination obstruction x deflection x height above the ground

A good location is one where there is great visibility of the site, an angle to the road should ensure that the outdoor ad is closer to head-on while people approach it. The worst location is one parallel to the traffic. In the location where speed of travel is slower, the opportunity to see and read outdoor ad is greater. At a curve or a diversion on highways or at blind turns, the speed of traffic is necessarily slower, such a location is ideal for the ad to be seen. However, the OOH ads have to abide by the two elements : traffic safety and aesthetics of the city. OOH media is one of the oldest ad media. With the advancement of technology like web, cell phone, applications like blue tooth, this media has become very fashionable in western countries. Onlookers can download music, play video games, watch movie trailers, download a pair of sneakers and purchase them all by interacting with outdoor ads. LED or high definition LCD screens flash new images every few sec. The screens fine tune their messages depending on the time of the day. For example Mc Donald could advertise a breakfast food in the morning and something else in the afternoon or evening. There are billboards that change ads depending on the gender of the person standing in front of the billboard. They say 95% are accurate in this case. These are some changing face of the OOH ads.

World’s marketers spent $22 billion in the year 2005. In Manipur, it is a few crore rupees business. Some of the ad agency owners find it hard to arrange the huge cost of a billlboard coming up more than one lakh rupees. They lack financial support and so cannot grow their business fast.

References:

1 Imphal Municipality Board
2. interview with the ad agency proprietors Dina singh, Meipak, Narayan, Singhajit
3Advertising Theory and Practise by Chunawalla, Kumar and Sethi
4. Time Magazine


The Imphal Free Press