Friday, 25 January 2013

Race 2 Disappointment: A Revenge Video Game Served Cold!


Race 2 Disappointment: A Revenge Video Game Served Cold!

At its best (or worst), Race 2 is an over-stretched video game.  In one of the crucial moments in the movie, Saif quips in “Revenge is a dish, best served cold!” Same goes for Race 2 – it’s an over-cooked revenge dish that has all the meat, but is ultimately served cold.
 
Yes it certainly gets a tick against all the required check-boxes –

·         Adrenaline-pumping stunts. Check.

·         Gorgeous bodies on display. Check.

·         Unlimited bevy of beauties. Check.

·         Super cool machines getting blown away to bits. Check.

·         Mansions, palaces, yachts, stunning locales and all the lifestyle gadgets to keep the audience in awe. Check.

·         More twists than the dialogues allotted to Amisha Patel. Check.

·         Dhik-chick music that keeps it blaring and keeps up the tempo. Check.  

So you see, it’s got it all! But as indicated earlier, it somehow ends up being an over-stuffed, over-stretched, over-the-top and over-cooked video game that remains at that. A soul-less video game. It starts very well. The characters are established straightaway with great flash and without too much mumbo-jumbo about their existence. The protagonist, Saif looks a million bucks, makes a drool-entry and right away gets into the game. He sets it up beautifully, and yes, it promises to be a lip-smacking affair!

But that’s about it. It fails to move beyond that. Throughout the movie, the characters keep announcing it pretty grandiosely “It promises to be a Race to the finish. Let the action begin mate. Let’s unleash the power…”, and all those similar-sounding cool statements….you get the drift. However, sadly the movie doesn’t manage to build-up that much anticipated crescendo to the finish. To give due-credit, there is enough action and pace happening to keep you hooked right throughout. A heist involving the ‘Shroud of Turin’, a fight to death, a flying funeral and other sporty set-pieces to sustain the momentum. However, beyond a point, they serve merely as different levels of a video game that don’t mean much in terms of a rock-solid story.  Beyond a point, you just don’t care who did what and how and why?

It’s here that the movie strays from its significantly much-better predecessor, the original ‘Race’. The first instalment of this franchise had a finger licking plot of betrayal, jealousy and one-upmanship at the bedrock of all the flashy action pieces. It too had a twist-a-minute plot, but what kept it going was a very interesting plot premise. To top it, all of that was wonderfully brought together in a soul-stirring, long-lasting music. The numbers still linger on – Pehli nazar mein aisa jadoo, Zara zara touch me, Rock the dance floor, Khwab dekhe jhoothe moothe…

It’s here that Race 2 falls far short of its much celebrated prequel and a much unexpected sleeper-hit of 2008. The music of Race 2 is too lame, too tepid (despite all the template-beats  and mixing & mashing). The so-called ‘bevy of beauties’ in Race 2 are quintessential ‘blondes’ or ‘bimbettes’ in the truest sense. The troika of Deepika, Jacqueline and Amisha are too-much of cardboard cut-outs than flesh and blood heroines. Sadly, despite all the generous skin-show, the charmless female quotient of Race 2 lets it down big time! Can’t help going back to the original, in which both Katrina and Bipasha belonged to different league altogether. Yes , they had all the chutzpah, but at the same time, they were strongly-etched, and strongly portrayed  characters integral to the story.

To sum it up, Race 2 makes you sad on many accounts -

·         Sad that it took us 15 movies and half-a-dozen blockbusters to realize that both John Abraham and Deepika Padukone are all body but terrible actors. In a meaty antagonist role, John makes us realize yet again, that how tame an actor he is…and there is actually nothing more to him than those washboard abs and beefy biceps.

·         Sad that despite being much in vogue, Deepika is a hopeless actor and her terrible dialogue delivery has an innate ability to kill a good scene. Picture this, in a crucial scene, Deepika conveys this pretty calmly, flatly and mechanically – “Ranveer gaadi ke neeche speed bomb hai, hum ruka nahi sakte aur speed bhi kam nahi kar sakte.” I bet, you’ll enjoy this comic scene! In another one, before a party song, she announces, pretty vernacularly “Gaiees, it iz time to cut looze.” Guess, here’s someone who needs some English lessons from Kangana Ranaut.

·        Sad, the director-duo have decided to do away with their staple Johnny Lever in this movie. However, much sadder, that they’ve replaced him with Anil Kapoor! It’s downright cringe-worthy to see an actor of such calibre, playing an inconsequential role and indulging in crude, double-meaning sex jokes that are passé and juvenile enough to be avoided by C-grade movie makers as well.

·         Sad, that Amisha Patel, who is still an eye candy and a still a better actor than Deepika or Jacqueline, is reduced to playing a demented, sex starved secretary. A sixth-fiddle role that screams out just one thing – Amisha’s desperation to get back in movies!

If you look at it, Race 2 is not much different from Abbas-Mustan’s disastrous ‘Players’ released last year. One can copy-paste and switch a scene from one movie to another, and no one would realize! The only redeeming grace of this muddled enterprise is Saif Ali Khan. He looks smashing and binds together the entire convoluted plot with élan! As he himself proclaims, “Main is Race ka sabse puraana khilaadi hoon, aur main haar nahi sakta!” Very true, if you have to watch this Race, watch it for Mr. Khan – who is at the peak of his game!

Sadly, as in any race, there is just winner. Saif clinches the race by miles, lock, stock and barrel. He trumps! But unfortunately, movies are meant to be relay races, and our hero (as referred throughout in the movie is as well) is badly let down by rest of his teammates.

Race engrosses, occasionally entertains, will make a good amount of moolah and will eventually be a ‘Saif’ bet at the Box Office. But on the whole, it’s a much disappointing and tame affair compared to its much sleeker, much unpredictable and  much superior prequel.

Tuesday, 13 November 2012

Son of Sardaar hits the Bullseye!


Son of Sardaar is a big-bang Diwali Cracker! Absolute must watch!


Son of Sardaar dared to clash against a Titan. And well, the confidence is absolutely justified. A riot from the word go, SOS is a sizzling entertainer. Interesting premise, foot-tapping music, first rate comic timing from the ensemble cast of Vindoo & Mukul Dev, chirpy as ever Juhi Chawla, rock solid Sanju baba, sufficiently glam Sonakshi and fantastically goofy Ajay Devgn. SOS hits the Bullseye with its madcap entertainment quotient, without being stupidly brain dumb like any of Rohit Shetty stuff (Golmaal series, All the Best, Bol Bachchan).

Likely to appeal equally strongly to both the masses and the classes, SOS packs a powerful punch to be a long runner at the Box Office. It keeps you enthralled and in splits right throughout. Perhaps, the only speed-breaker is that needless romantic duet between the lead pair (a forgettable number now playing across all channels). That apart, SOS is the perfect Diwali cracker for all the movie buffs. At times Tom & Jerrish, at times Jab we Met-ish, and most often a playing to the gallery paisa-vasool entertainer. Loaded with ROFL dialogues, that often sound like that truck ke peeche waali profound shayari. Immensely funny and immediately seeti-inducing.

It’s needless to say that SOS will rush it way towards the 100-crore club in perhaps the next 10-14 days. However, as indicated earlier, this one is a long-runner (and not just a Diwali cracker) and will ensure repeat viewings up north. Won’t be much surprised if it ends up raking in around 150 crore in its entire lifetime run.  Go ahead and have a blast of Diwali by indulging in the goofy entertainment of Son of Sardaar. Make your Diwali more dhamakedaar, do watch Son of Sardaar!  Highly recommended for people of all ages, shape, size and intellect.

Wednesday, 24 October 2012

‘The Bankster’ Book Review: Caution, addictive material inside!

‘The Bankster’ Book Review: Caution, addictive material inside!

Virtually every year, Ravi Subramanian manages to whip-up a storm that makes you redundant and hypnotized for atleast 2-3 days/nights (depending upon your reading pace and profession).  Every year, my family is baffled with my state of trance, monosyllabic responses and an almost zombie-like existence. Every year, Ravi Subramanian does to me, what Mahabharat teleseries and much later KBC did to an entire nation – Bring it to a virtual halt!

The latest from Ravi Subramanian (If God was a Banker, Devil in Pinstripes, The Incredible Banker) had blockbuster written all over it with. Familiar premise in which the author excels in, exciting plot outline (frauds, murders, terror trail) and a good, strong marketing buzz preceding the launch. And to cut to the chase, the book does lives up to every bit of the huge expectations and DELIVERS A KNOCK-OUT PUNCH! It’s a riveting page-turner like all its predecessors and a smash-hit all the way.

It’s a satiating feeling as a reader, or for that matter, any audience (movie, music, theatre, restaurant) to come with high expectations to a certain franchise and having your expectations met. To clinical precision.
Ravi Subramanian kickstarted with simple tales of highly seductive banking careers, the corporate games, greed, lust and the heady feeling of absolute power in his initial two books – ‘If God was a Banker’ and ‘Devil in Pinstripes’. His banking story-canvas and ability to thrill took a quantum leap through ‘The Incredible Banker’. An ‘Incredibly’ ambitious and spine-chilling tale on familiar banking premises, with a whole new angle of money laundering, terrorism and corporate infiltration. A classic whodunit that not just pushed, but tore apart the envelope of Indian corporate fiction (perhaps, creating a whole new category in itself!).
In his latest, ‘The Bankster’, Ravi sets himself with clinical precision in a very similar story-trajectory like ‘The Incredible Banker’. A multi-lateral story style with atleast 3-4 different tracks running parallel in different parts of the globe (Angola, Mumbai, Devikulam – Kerala, Vienna) and the final promise of connecting them beautifully in the climax. The familiar banking corridors of money laundering, landmines in the form of unsuspicious femme fatales and ofcourse the lust for absolute power. The Incredible Banker-template is followed to the T in terms of the narrative style, character-setting and leading up to nail-biting photo finish.
Now this Incredible Banker-template could be a double-edged sword. For some (like me), it’s like homecoming to a templatized thriller! However, for others, there couldn’t be a bigger oxymoron – Templatized thriller, eh? For the cynics, the more than few striking plot similarities, could be more of a case of an ‘Incredible Banker Remake’ than a sequel or ‘Incredible Banker Reloaded’.
However, leaving aside the cynicism, there are quite a few other factors that make ‘The Bankster’ a thoroughly gripping saga.
  • On atleast 2 occasions the story jolts you like a thunderbolt. In true thriller style, it hits you hard in the gut and catches you completely off-guard.
  • The multi-track stories are so distant, so distinct, so apart, that it’s impossible to place a common thread till the very last 50-odd pages. Now isn’t that a major success for any worth-its-salt whodunit?
  • As indicated earlier, the canvas is much bigger, neatly intertwined and richly characterized than ever before.
  • And finally, a brilliantly maverick and ‘i-CONic’ plot twist towards the climax takes ‘The Bankster’ many notches above all its predecessors.
To sum it up, ‘The Bankster’ is 350-odd pages of an amazingly racy and incredibly intriguing saga. With this, Ravi Subramanian firmly entrenches his distinct stamp on a unique genre that he started with ‘If God was a Banker’. The genre that got further established with ‘Devil in Pinstripes’, expanded big-time through ‘The Incredible Banker’ and has now become a certified franchise through ‘The Bankster’.
However, now that Ravi has minutely combed through the entire underbelly of banking, corporate power games, terror, money laundering, adultery and infiltration, here are some million-copy questions – What Next? Is there still anything more left in the Banking-mafia to be explored and exposed? Can Ravi risk attempting yet another ‘Bankable’ tale? Or perhaps this genre has now been milked to its optimum and Ravi will have to look for a newer premise in his next outing?
With ‘The Bankster’, Ravi seems to have hit a sweet pinnacle in his bankable oeuvre. However, this is also the best time for an author to firmly perch his flag and move on. Remaking your own hits is an idea that drained all the creativity out of yet another maverick, Ram Gopal Varma (Shiva-James-Shiva, Raat-Bhoot-Vastushastra-Bhoot Returns). Following a set-template has seen Chetan Bhagat hitting a dangerous low with ‘Revolution 2020’. Hope, Ravi Subramanian has the right answers and does a Rajkumar Hirani on his readers very soon! The vision to start afresh with 3 Idiots rather than passionately milking the highly successful Munnabhai Franchise.
For the moment, go relish ‘The Bankster’ and get lost in its addictive, explosive, unputdownably ‘i-CONic’ content!
P.S. Just like high-integrity restaurant reviews, I paid for my copy of ‘The Bankster’. Though, BlogAdda is running an interesting campaign on signing up to review ‘The Bankster’ in your blog within 7 days and winning about 220 author signed copies, the joy of buying a copy of your favorite author and reviewing it sans any obligations is unparalleled.



Saturday, 29 September 2012

Touchpoint Marketing Chapter 7: Entrenching Committed Customers through the ELATEd Customer Experience

Touchpoint Marketing: Entrenching Committed Customers through the ELATEd Customer Experience

This is the conclusive part of a seven-part series on Touchpoint Marketing. Catch-up on the first, second, third, fourth , fifth and sixth parts to know more about the thought process that has led to this ELATE Framework

Engage
Through your unique Brand Personality

Link
One Brand, One Customer, One Experience

Address

Improve retention by understanding and providing actionable insights about service breaks as they occur
 
Track
Know You Customer, and not just his finances!

Entrench

Multiply favorable customer experiences

Having now taken the entire long and committed route of Engaging, Linking-Up, Addressing and Tracking your customers across Touchpoints, it is but obvious for you to leverage the wealth of experience and more importantly the data collected along the way. It’s here that the magic of Predictive Analytics and paves way for you to replicate and multiply your Touchpoint success.
There could be an entire battery of profitable business strategies through hawk-eye and creative data mining and advanced analytics (on your Touchpoint data) -
  • Increase sales by understanding and acting  on buying patterns.
  • Increase the ROI from customer relationship management by targeting the right offer, to the right customers, at the right time.
  • Build profitable new business models, like subscriptions for digital content.
  • Reduce churn and boost retention with data-driven strategies to maximize profit.
Predictive analytics solutions could help companies solve a range of business problems, such as:
Acquisition:  Who is most likely to subscribe in the next week?
Churn and attrition:  How likely is this customer to leave us in the next 30 days?
Segmentation and pricing:  Will this segment buy more if we lower the price?
Relationship management:  Should we assign a dedicated sales rep or sell to this customer from a contact center?
Leverage your social media presence to meet key business objectives and drive customer advocacy
  • Adapt your marketing and sales strategies to the evolving landscape of social business
  • Develop metrics to benchmark your efforts and guide content strategy
  • Multiply favorable customer experiences through a much larger base of general Twitter and Facebook users, as well as through third-party user community websites.

Conclusion
To sum it up, Touchpoint Marketing is no revolutionary concept or yet another marketing jargon to herald a new phenomenon in today’s hyperactive times. In fact, it’s the return to good old concept of ‘Customer is King’ and trying to bring him back, right in the centre of marketing ecosystem. Every day, every moment multiple brands are touching him through multiple Touchpoints. But how many of them are really touching him? And how many are merely just another channel of grabbing his already spread too thin attention?
 
Touchpoint Marketing intends to develop a focused 360-degree plan that ELATEs this customer by -
·         Mapping the customer experience lifecycle across Touchpoints.
·         Build a holistic customer experience strategy by integrating social media with internal customer data and syndicated sources.
·         Develop a strategic plan and tactical blueprint to prioritize and act on insights.
·         Apply predictive analytics to social media findings to drive marketing opportunities.
·         Engage him, Link up his experiences, Address his concerns, Track his journey and Entrench him…or rather get our Brands entrenched to his ecosystem!
Its time, the organizations adapt to Touchpoint Marketing and keep in touch with their dynamically changing, highly aware and aggressively seduced customers.  It’s time, we actually Touch our customers, the Touchpoint Marketing way!

Monday, 24 September 2012

Touchpoint Marketing Chapter 6: Tracking the Customer Journey


Touchpoint Marketing: Tracking the Customer Journey through the ELATE framework

This is the sixth part of a seven-part series on Touchpoint Marketing. Catch-up on the first, second, thirdfourth and fifth parts to know more about the thought process that has led to this ELATE Framework
Engage
Through your unique Brand Personality

Link
One Brand, One Customer, One Experience

Address

Improve retention by understanding and providing actionable insights about service breaks as they occur
  
Track
Know You Customer, and not just his finances!
Many marketers launch, manage and measure marketing efforts in silos or “swim lanes”: “I sent out X mailers, and got Y response/results.” Those results are measured against other direct mail campaigns, but never truly correlated with parallel marketing efforts across other channels; at best, a senior manager may review the overall results and make rough calculations. Like swimmers, marketers are furiously paddling with their heads down in their own lanes.
Touchpoint Marketing is all about looking at the powerful new “holistic models” that look and measure activities across all of the swim lanes. Or rather, how are all the Touchpoints collectively Linking into the ‘Customer Experience’ scheme of things.
Brands need to invest in complete holistic views of their customer ecosystem. Swim lanes and piecemeal marketing approaches will no longer work as companies demand more program accountability and results. But this is only part of a much broader drive for a complete holistic view of the customer ecosystem. Many factors affect marketing, such as distribution, sales calls, and innovation to just name three. Strong performance in these areas will naturally help your marketing efforts. Your brand overall has an enormous impact on your marketing (Apple is a premier example). Yet companies have done a poor job in calculating these as part of their marketing model. This needs to witness a complete and rapid overhaul. Companies should increasingly be able to identify these key drivers and allocate funds accordingly. They should be able to evaluate exactly how much affect customer service, for one, has on marketing success. If it’s large, they might decide to allocate funds now being funneled into marketing programs, into the customer experience and drive new business with existing customers. 

Increase new customer acquisition by leveraging social media to increase awareness and educate consumers about the brand.
We could also call this the “big pool” approach. Like Brand health tracking surveys, the approach intends to put money to our‘Customer-centric’ claims by virtue of Customer Health Tracks. With their eye on the total pool or picture, marketers will have a better grasp on which activities (across Touchpoints) are contributing the most, which are killing my customers and how they interrelate.
This will allow them to shift (and better target) budgets as needed, effectively directing funds to Touchpoints so that all are contributing more equally, and not a single of them are eroding my Brand persona.
Diligent tracking and churning of Social Media Customer Insights will always add to this picture -
  • Who is engaging with your brand? (Social media influencers)
  • What are they saying about you? (Top themes, emerging issues)
  • Why are they interacting with your company? (Value propositions from the customer’s point of view)
To know more, continue reading the conclusive part of this seven-part series here

Sunday, 23 September 2012

Touchpoint Marketing Chapter 5: First Listen to your Customer, before even claiming to Delight him


Touchpoint Marketing: First Listen to your Customer, before even claiming to Delight him

This is the fifth part of a seven-part series on Touchpoint Marketing. Catch-up on the first, secondthird and fourth parts to know more about the thought process that has led to this ELATE Framework

Engage
Through your unique Brand Personality

Link
One Brand, One Customer, One Experience

Address

Improve retention by understanding and providing actionable insights about service breaks as they occur

It takes just one tenth of a marketing spend efforts to retain an existing company, right? So it’s time that organizations start growing this ‘easier to market’ share of current customers by understanding how to optimally increase customer engagement across Touchpoints. Be it via social media, direct mailers or one-to-one conversations, customer engagement needs to essentially start with “Your Issues first!” approach.
No customer wants to be sold ‘personalized equity advices’ when he is losing his cool on a mis-sold plan. It’s a marketing faux pas to be selling ULIPs to a customer who is well researched and is insisting on Traditional Life Plans.
One of the most important pieces of the customer ecosystem jigsaw is listening to the Voice of the Customer. You attract him, get him in the door, Engage him, Link-up with him, sign him on….and then move on to acquiring another customer?  Close of sale is not the end of it. It’s infact the beginning of a new relationship and that’s precisely where most of our marketing muscle should be focused on. Yes, in strict functional terms, customer concerns should sit under Operations, under Quality. However, it’s essential for Marketing to participate in these initiatives. If Marketing is the biggest stakeholder of costly Market Research exercises (studying attitudes and preferences of potential customers), why shouldn’t they be keen to hear the voices from their home turf as well? The attitudes, preferences and concerns of existing customers in their own backyard? As it goes, Get your House in order First!
 Listen to your heartbeat (existing customers) and Address them with a sense of urgency -
  • Improve the experience across the customer lifecycle and all touch points including online, in-store, mobile, social, and phone
  • Enhance product and service positioning with actionable insights from both surveys and unstructured feedback
  • Make loyalty and rewards programs more effective using customer preferences
  • Act on customer feedback to increase first-time sales, repeat business, and brand advocacy
  • Improve customer satisfaction and barriers to sales at key points across the customer lifecycle
  • PR and the public social media universe will play a big role in addressing existing customers. Companies should be prepared to manage consumer response, both on other social media sites and channels outside of social media.
  • Get head-on into Customer experience management. Build a Voice of the Customer strategy aligned with your key business goals.
Collect
    • Document customer interactions across segments and lifecycle stages (customer journey mapping).
    • Gain early insights on service breaks, emerging issues, customer sentiments and needs through all traditional and social Touchpoints.
    • Try to understand local, regional, and national feedback about your competition
    • Adapt to Text analytics and go about uncovering valuable insights. Create an infrastructure to analyze surveys, transactions, customer feedback, and other VOC data.
Analyze
    • Analyze customer data by product, life cycle stage, line of business, and channel. Classify customer comments with strategic business context to increase relevance.
    • Analyze root causes to identify pain points that dissatisfy customers. Prioritize the factors that impact customer retention and loyalty.
    • Text analytics can be deployed to solve complex business challenges. Text mining enables you to unlock the value from surveys, call center notes, email, social media feedback, help desk tickets, and other sources of unstructured text data. Natural Language Processing (NLP) based analytic tools automatically capture the main ideas from customer comments. To identify key issues, a classification engine can sift through millions of documents to track the main ideas.
Action
    • Showcase findings by exploring emerging issues, top themes, customer sentiment, and more.
    • Provide channels for brand advocates to recommend your services.
    • Deliver consistent and improved customer communications.
    • Train your team to interpret VOC results and take action.
To know more, continue reading the sixth part of this seven-part series here