Financial Daily from THE HINDU group of publications
Friday, Dec 09, 2005
Financial Daily from THE HINDU group of publications Friday, Dec 09, 2005 |
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Marketing
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Marketing Research Variety - Cinema Bollywood dialogues of yesteryears still tops: Study Ajita Shashidhar
Mumbai , Dec. 8 BOLLYWOOD dialogues of yesteryear such as `Tera kya hoga kaliya' from the Ramesh Sippy blockbuster of the 1970s, Sholay and `Main aur meri tanhai aksar yeh baate karte hain... . (Me and my loneliness often talk to each other... had you been here it would have been like this, had you been here it would have been like that... you would've laughed on this... you would've been amazed on that...), from the film Silsila, still continue to have a much higher recall than the dialogues of the more recent Bollywood blockbusters. Similarly, most of the favoured dialogues happen to be from the films of Amitabh Bachchan — `Rishte me hum tumhare baap lagte hai, naam hai Shahenshah (Shahenshah); `Tumhare paas kya hai? Mere paas Ma hai (Deewar)'; `I can talk English, I can walk English, I can laugh English, because English is a funny language (Namak Halal ).' Cogito Consulting, the brand consulting arm of FCB Ulka, has come up with a study on how the greatest movie quotes have become a part of the Indian vocabulary. Sharing excerpts from this study, Mr V.M. Wabgaonkar, Vice-President (Planning), FCB Ulka, said, "The impact that Bollywood dialogues have had on the society can be gauged from the most used dialogues. They show how we have reinforced our beliefs, derived inspiration or even given vent to bugging issues through their words, style and impact." Mr Wabgaonkar said the study has proved to be a barometer of several key issues, beliefs and inspirations that reside in an individual's mind. "Two key issues have been frustration with red tape and even today, anxiety over family's sanction for love. It reflected belief in platonic love and also in superior heroic powers that could save the day against the evil elements." For instance, the most highly recalled quote to express frustration over red tape, has been `Tareekh pe tareekh milti rahi hai lekin insaaf nahin milta. Milti hai to sirf tareekh... .' (People are being given dates (in this court) but not justice. The only thing they get are dates. The law agents (lawyers) have used dates as a weapon in courts.), from the film Damini. Similarly, the popular dialogue from the film Mughal-E-Azam — `Anarkali, Salim ki mohabbat tumhe marne nahin degi aur hum tumhe jeene nahin denge.' — is quoted even today, when one wants to express family's sanction for love. The study also brings out the dominance of male dialogues over female dialogues. "The paucity of female dialogues in the winning list is reflective of the distance we are yet to travel in making our archetypal women `equally strong and independent' as men (barring exceptions)," said Mr Wabgaonkar. He said the study also revealed that today's new millennium and its tech-intensive life have not managed to dilute many of the age-old, powerful symbols such as the Ganges and the righteous Indian mother. The dialogue, `Mera paas ma hain, tumhare paas kya hai', from the film Deewar, which resolves the conflict between ethics, family ties and unethical short-cuts to wealth, for instance, is a hot favourite among the SEC-B section of the population. But how has the study been useful in terms of understanding consumer behaviour? "It tells us the styles of delivery that resonate with consumers. It tells us what resonates in their psyche; it is a dispassionate barometer of what is enduring and what is ephemeral of the prolific creations of Bollywood. Variously, it tells what else may endure and what won't," said Mr Wabgaonkar.
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