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.

Malegaon Days.

I’ve never been to Malegaon and hopefully will never set foot in the unfortunate and miserable place. No, I’m not condescending. Not a bit. I can well imagine the pall of doom and forlornness that must be forever hovering over the town. To live there looking forward to nothing must be what inspired the locals to make movies spoofing the mainstream movies made in Mumbai. I find it ironical, considering that these movies used to be made for strictly local viewing in the video parlour, that they always had Malegaon in the title. Malegaon Ke Sholay, Malegaon Ke Karan-Arjun, Malegaon Ka Rangeela, Malegaon Ki Lagaan … you get the drift? Is it not like rubbing salt in the wound reminding it is about (and probably set in) miserable and grimy Malegaon? Equally ironical, Malegaon’s Amitabh Bachchan, Aamir Khan, Shah Rukh Khan, Dharmendra, Pran and other actors had to pay to act – and still did. Maybe, while the movie was being shot, they could feel they were who they claimed to be: one way out of their otherwise grimy everyday reality. Nonetheless, I’m amazed by the humour even the movie characters transformed names show. Gabbar Singh metamorphosed into Rubber Singh. Basanti became Basmati. (Equally revealing are the names of Malegaon's localities: Tension Chowk, Achanak Nagar, Rishwat Nagar, Raunakabad, Tashkent Nagar, Bajrangwadi, Ayodhya Nagar and Islamabad.) It seems the Malegaon movie making is no more. Because the unlicensed video parlours have been forced to shut down. In other words, there are no distribution outlets left. So, the one escape route for the chosen few is now no more. R.I.P. http://www.indianexpress.com/sunday/story/12821.html.