More is happier. Maybe. Maybe not.

The Oliver (“Please, sir. May I have some more?”) state of mind is very much a nearly constant part of the human condition. If that sounds too convoluted and pretentious, what I mean is we always want more of anything whether we have enough of it or not. What triggered this thought was a recent Iconoculture report claiming satellite radio is as unsatisfying as cable television, contentwise. http://view.exacttarget.com/?ffcb10-fe9013787365027f74-fe2b15787761007e701775-ff2217797c6c. “Why isn't the sheer volume of content – much from big name personalities - enough? One word: relevance,” explains Kate Muhl, Director, Travel/Leisure and Transportation. All this brings to mind something quite relevant to the topic under discussion. It’s a poster I noticed in my morning workplace. It’s the sort that presumes to make a seemingly witty though in fact a rather vacuous comment about something topical. In the present instance, it is about Farhan Akhtar’s Don. “Priyanka. Kareena. Isha. Gauri,” it reads. Then the punch line: “One lucky Don.” Not necessarily. It could mean trouble four times over. Well, Don could sort it out with a bullet or two, though. The fewer, the merrier? Maybe. Maybe not. Kemo Sabe?

Branding arrives in Bollywood.

Once upon a time, there was no Bollywood. There was only the Bombay film industry. Then too there used to be remakes. Mehboob Khan remade his own Aurat as Mother India without fuss. Mehmood’s Do Phool was remade as Aankhen by David Dhawan. Also, his Hero No. 1 a reincarnation of Bawarchi. The new avatar of Chitchor was Main Prem Ki Diwami Hoon. Those days, the dastardly deed was called copying. A lot of Hollywood stuff also used to be copied. Then, post globalization, the Bombay film industry was remade into Bollywood. Remakes became the flavour of the week. Branding became the norm. Farhan Akhtar’s Don. Ram Gopal Varma’s Sholay. You see the difference? The brand is everything. Hype is all. Glitter is the thing. Sizzle is what matters. The steak may be chemically treated. Sizzle will sell. Tongues must be made to wag. Get the audience salivating well in advance. Raise expectations sky high. Old wine in a new bottle with a smart label. Way to go, baby.