I’m a sports star, if only for a day…
When
the Indian women’s hockey team shone under the sharp eyes of coach, King Khan, the nation was euphoric. Though only make-believe, it was a proud moment nevertheless. Even though this was only a celluloid reality, virtually having no connection whatsoever with the browbeaten original Team India, the moment was a revelation of sorts, and not for the bright future of (original) women’s hockey, but for the decisive shift in brand Bollywood. Having traversed the eras of the patriots, romantics, angry young men and rich business tycoons, Indian heroes are now veering toward being avid sportsmen. Cricket was always in the reckoning in Bollywood, just that lesser known sports like hockey, boxing, racing, NASCAR, football et al, are finding more takers now. “Bollywood has not suddenly developed a social conscience. With more discerning consumers and more money at its disposal, Bollywood is simply expanding its plate, experimenting with different genres,” avers ad guru Prasoon Joshi, who has also penned lyrics for films like Fanaa and Rang De Basanti.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
When
the Indian women’s hockey team shone under the sharp eyes of coach, King Khan, the nation was euphoric. Though only make-believe, it was a proud moment nevertheless. Even though this was only a celluloid reality, virtually having no connection whatsoever with the browbeaten original Team India, the moment was a revelation of sorts, and not for the bright future of (original) women’s hockey, but for the decisive shift in brand Bollywood. Having traversed the eras of the patriots, romantics, angry young men and rich business tycoons, Indian heroes are now veering toward being avid sportsmen. Cricket was always in the reckoning in Bollywood, just that lesser known sports like hockey, boxing, racing, NASCAR, football et al, are finding more takers now. “Bollywood has not suddenly developed a social conscience. With more discerning consumers and more money at its disposal, Bollywood is simply expanding its plate, experimenting with different genres,” avers ad guru Prasoon Joshi, who has also penned lyrics for films like Fanaa and Rang De Basanti.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
