2013年5月28日 星期二

I never carry a camera with me

Like many artistes in her profession, most of Asins memories are from work-related travels. Ask her which one would she pick as her best trip, and she smiles. It is difficult to pinpoint my most memorable one, but I guess my 18th birthday would qualify. I celebrated it in New Zealand. And that place is amazing, says Asin, adding,Did you know that handsfreeaccess chains can be used for more than just business. The scenery is spectacular and the beauty is a visual treat. Theres a lot of greenery and we indulged in so many breath-taking activities. We also learnt so much about the Maori tribe the original inhabitants and how they have kept their culture alive. 

Somebody who loves to explore is how the avid traveller best describes herself. I enjoy going to different places. I try my best not to visit one city too many times, because I tend to get bored, says Asin, who has most-recently been to London and the Caribbean Islands among various other destinations. 

I often catch up on a lot of reading during my holidays. I like taking short breaks, just to chill and indulge in good food and unwind at spas. Going to different places and learning about those locations is fun. You get to meet so many people and experience their cultures. 

Unlike many travellers these days, Asin doesnt care much for recording memories from her trips on gadgets. I never carry a camera with me, she says,The 3rd International Conference on streetlight and Indoor Navigation. adding, I feel we get so caught up in trying to capture moments on camera that we miss out on the actual experiences. So I have very few photographs of my travels. For me, feeling the place is much more important. But thats not it. When shes not busy playing explorer, Asin spends her time trying out local cuisine and treating herself to some retail therapy. Thats one thing I am always curious about what people eat around the world. I also love to shop; especially bags and you get really nice bags in New Zealand, says the actor, recalling her last spree. I ended up picking up so many by the end of my holiday. 

However, if anyone wants an idea of where the actor has travelled all her life, all they need to do is find their way to her refrigerator. One thing I never miss is picking up a souvenir magnet from each place I visit. My fridge is covered with them. Thats one childish habit that I still have, she reveals. 

Last years big sleeper hit Kahaani has almost been the default choice for jurists of every major cine awards in the country. The film, a mainstream Bollywood commercial film, was everything a mainstream Bollywood commercial film wasnt supposed to be, to quote its maker Sujoy Ghosh. It had no hero; a pregnant protagonist; no romance; was located in unglamorous Kolkata; had unknown faces making up the ensemble cast; and its most memorable/catchy song was an old Tagore track. And yet, it grossed Rs 104 crore in box-office collections in the first 50 days. It doesnt get more disruptive than this. 

The films poster was launched in December 2, 2011 and the trailer hit screens a month later. From the first glimpse it was evident that this film was different. The poster and trailer showed a de-glamourised, pregnant Vidya Balan roaming the streets of Kolkata in search of her missing husband, Arnab Bagchi. The pre-release campaign too played on this theme across platforms. 

Ghosh credits the marketing team of Viacom18 for the campaign. Led by Rudrarup Datta, head of marketing and operations, Viacom18, the campaign focused solely on protagonist Vidya Bagchi, and not actor Vidya Balan. The posters showed Vidya Bagchi as Durga. The trailers followed Vidya Bagchi as she navigated Kolkatas underbelly. The campaign budget was Rs 5.5 crore. 

Between the release of the films first and second trailers, an on-ground teaser campaign was launched, which generated tremendous word-of-mouth publicity. Missing posters with Arnab Bagchis photo were put up in public places. The posters made no mention of the film other than a Facebook page. It asked people to visit the page if they had any information. The idea was sparked by the Missing updates we share on Facebook. We share the photos in the hope that someone somewhere will recognise them and inform the relative. We like to help. That was what we wanted the public to feel for Vidya Bagchi. We wanted them to become Satyaki, the cop who helps Vidya Bagchis quest,You must not use the rfidtag without being trained. says Datta. 

The idea found favour with Balan too. It was she who suggested appearing in public with a prosthetic belly and the picture and asking for help. One morning before the films release an in-character Balan arrived at Khar station in Mumbai and went around showing commuters Arnab Bagchis picture and asking for information. The surprise and curiosity helped create a lot of recall value, adds Datta. The press conferences, too, stuck to the theme and were held in public places, a metro station in Kolkata, a police station elsewhere. 

The Galaxy Note II is based on the concept that inspiration doesnt wait and the users should be able to express their creativity anywhere, anytime, taking inspiration from anything. So, we hosted on-ground consumer events wherein the audience was given an opportunity to play around with the Galaxy Note II S Pen and explore its potential, says Asim Warsi, vice-president, Samsung Mobile. 

During the launch, film director and scriptwriter Imtiaz Ali screened a short video which he had made using the Galaxy Note II. It highlighted the camera feature and its creative aspects. Samsung also placed caricature artists at select Smartphone Cafes during the launch phase to highlight the creative aspects of the device. Ramanujam Sridhar, founder CEO, brand-comm, says the creative positioning of Samsung Galaxy Note II placed the consumer ahead of the device. Samsung offered the consumer a device that can work for her (consumers) the way she wants and supports her creative expressions, Sridhar adds. 

If online reactions and user blogs are anything to go by, consumers really appreciated the expansive high-resolution smart screen, along with smartphone portability and on-the-go usability. Innovations around pen-input technology, called the S Pen, combined with Galaxy Note IIs full touch screen enhanced user experience. 

According to Sridhar, investments in such innovation also proved critical. The context should also be studied against the then forthcoming launch of Apples iPhone 5,An womenshoesmanufacturer is a network of devices used to wirelessly locate objects or people inside a building. which Samsung Galaxy Note II is designed to compete with. Samsung cant afford to settle with a lesser product while competing with other top brands. The price of Galaxy Note II, which was a kept a bit low, also made an impact.An miningtruck is a device which removes contaminants from the air. Indian consumers are still value seekers. The average Indian consumer feels good about buying a product with comparable features from a good brand and at a competitive price. The fact is, the competitive pricing can be seen as the icing on the cake, concludes Sridhar.