Sepia tone.

In the 1967-released Bonnie and Clyde, when Clyde meets his brother, the film is still in full colour. But when Bonnie overpowered by nostalgia and missing her mom terribly finally takes the gang to meet her family, Arthur Penn shoots the entire Parker family reunion in sepia tone. Why?

If only I could've emulated Penn I would have done that very thing to this press note I found in my old papers. It’s about The Last Gandhi Movie website’s performance between 09-09-1998 and 30-06-1999. It’s also about a gambit that failed owing (in retrospect) to the lack of timely follow-up and inability to provide sustained support mainly because of inexperience and over-optimism. I thought I would reproduce it here for nostalgic reasons:

32181 hits in 295 days* is ‘jolly good show’ for a niche Gandhi novel website.

Mumbai, 20 July:- He wrote a novel, ‘The Last Gandhi Movie’, cross-p0llinatin Gandhi’s life with Hollywood lore. Then, instead of chasing literary agents and querying publishers, he opted for the internet route, to take the pulse of fiction readers. Last September, as soon as the site was up, he sent out ‘visit this book site’ e-appeals to some of the readers who had posted book reviews at Amazon.com, in addition to ‘listing’ his site with search engines and directories.

Interest is where you find it.

The Internet is a great leveler. Ask nicely and you shall be given. ‘The Last Known Address of MK Gandhi, Esquire’ at www.addgandhi.com is a living proof of it. Here, you get to read sample chapters of the novel and e-mail them to friends. You can also meet the cast of characters – a bevy of unusual suspects, get to know the chronology of events, and play an interactive role-switch game. A fair proportion of the people who visited the site came from search engines like Alta Vista. They asked to be taken there out of interest or curiosity is what it means. The highest point in the hits curve coincided with the time span when the e-mailing was done. The next high point came when the posting to search engines and directories was intensified. No banner advertising, just e-mailing and site listing!

What they have been saying about addgandhi.com.

Here’s an assortment of comments from the site visitors. “Who is publishing The Last [Gandhi] Movie? When and where will it published? Who is your target audience? Your site is graphically very exciting.” (neeta@eartheweb.com, 05-11-98) “… if you are the maker then you have it in you. The very essence of looking at things differently, think separately and mere fun of speculating ‘What ifs’ and ‘What if nots’. I really do like your style and appreciate your work.” (anirvan.sen@tipeur.ge.com, 12-11-98) “I checked out your site and it’s interesting. I’m not really into role-playing games or Gandhi, but I enjoyed it just the same. I’ll visit again…” (infringer13@ hotmail.com, 24.10.98) “I very much look forward to your forthcoming novel. Please keep me apprised of its publication schedule.” (hharwood@sps.edu, 23.10.98) “Hi, I really liked your site. I heard about it from a friend… Very interesting, will it be published?” (sing2@fas.harvard.edu, 23.10.98) “I was pleasantly surprised at your site. I do intend to read your novel some time … where can I find it in bio-degradable format?” (s_bandyopadhyay@mgmt.pudue.edu, 20.10.98) “… your site is lovely, informative, and with attitude.” (india2.0@hindustantimes.com, 14.09.98) “Brilliant site by the way, haven’t laughed so much for a long time and that was only after visiting it for a short time … can’t wait to get back and see what else is there.” (010544.255@compuserve.com, 15.09.98)

No bells, no whistles.

In keeping with the essential simplicity of Gandhi, the site is devoid of gimmickry. The only concession to the ‘movie’ of the book title is a preamble with a smiling Gandhi on a ‘screen’ pop-up. The tone and the writing are upbeat and literate like the novel it showcases. The site has RSACi’s seal of approval for content, has a link to Amazon.com via a books and music section and a Recommend-it link as well. Deepak Mankar who wrote the novel created the content. DBS Internet Services Private Limited designed and host the site.
[*From 09-09-98 to 30-06-99]

To date The Last Gandhi Movie remains unpublished. You can find the scattered remnants of The Last Known Address of MK Gandhi, Esquire at http://digbig.com/5badqn, though.

Talking pictures.

I can’t believe my eyes. Or, my luck at finding it. Here’s this simply written book by a successful practitioner from the retail space with gumption and courage of his conviction. He believes in doing things his own way, His credo is non-elitism, simplicity, thrift, transparency, trust, risk-taking, humility and rewriting the rules to suit the Indian reality. I had heard glowing things about him from my friend, Deep Bisen. Reading his It Happened in India was something else altogether, though. I liked the way the book is 'packaged' with an autobiographical narrative punctuated by "real people" commentary. The most fascinating part of his story is about the use of design thinking in communication. Talking in pictures, in other words. One of the earliest uses of this technique in India was by MK Gandhi. He shed his earlier Western garb to dress himself like the lowest common denominator of India. Believing as he did that India lived in her villages, he chose to dress like the villager. No wonder the aam janata took him to their hearts and followed his lead so readily. (Never mind Winston Churchill's "naked fakir" taunt, boys and girls.) The other interesting stuff I found in Kishore Biyani’s seminal textbook about retailing is his exposition of memetics. Gandhi’s “Quit India” was one powerful meme, for instance. (Meme is ”an information pattern, held in an individual's memory, which is capable of being copied to another individual's memory”. Memetics is “the theoretical and empirical science that studies the replication, spread and evolution of memes”. http://pespmc1.vub.ac.be/MEMES.html.) Being the bania that he was, Gandhi is believed to have said the following: "A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so." http://quotations.about.com/b/a/029356.htm. [Also cited here: http://www.gandhi.ca/gandhi/quotes/service.php.] Gandhigiri anyone? That’s exactly what Kishore Biyani has been telling us. Indeed, his 2-step test to gauge the suitability of wannabe Pantaloon franchisees is based, chapter and verse, on the Gandhian precept. P.S.: Biyani is a Hindi film buff and has two feature films to his credit. It’s interesting to speculate what would have happened had he been associated with the Munnabhai series. Would he have included the above quote in the script? You may want to read an excerpt (‘Family Values’) here: http://www.mumbaimirror.com/net/mmpaper.aspx?page=article&sectid=5&contentid=20070420024335640e8268c46&pageno=1. Another excerpt (‘Early Life’): http://www.business-standard.com/lifeleisure/storypage.php?leftnm=5&subLeft=6&chklogin=N&autono=282781&tab=r.