Friday, 22 November 2019

এটা প্ৰেমৰ পদ্য – নৱকান্ত বৰুৱা (১৯২৬)


বাৰিষাৰ ৰাতি তোমাৰ কবিক
মনত পৰেনে, অৰুন্ধতী?
সেমেকা পোহৰে সোঁৱৰাই দিয়া
তোমাৰ খোপাৰ আবেলি-আবেলি গোন্ধ
মনত পৰেনে,
অৰুন্ধতী?
জোনাকে ডাৱৰে মৰমে বিষাদে
নুবুজা কবিতা,
আমাৰ মাজত ভগা সপোনৰ অতনু বাধা
মনত পৰেনে, অৰুন্ধতী!
দুবৰি বনত জোনাকীৰ মণি,
চুলিৰ মেঘত লাহি আঙুলিৰ বহুতো জোন
(জোৱাৰৰ বাবে সাগৰ নাছিল!)
বৰফৰ দৰেঁ চেঁচা পৰশতো
সিযে কি শান্তি!
অৰুন্ধতী!
অৰুন্ধতী!
বহুতো আকাশ পাৰ হৈ অহা
ধুমুহা পখীৰ এটি লহমাৰ নীড়-
বহুতো সপোন পাৰ হৈ অহা
কেঁচা টোপনিৰ ভিৰৰ মাজত
সেই এটা মাথোঁ
উজাগৰ ৰাতি,-
মনত পৰেনে, অৰুন্ধতী?
বাৰিষাৰ ৰাতি মনত পৰেনে
অৰুন্ধতী!

Friday, 7 June 2019

Enjoyment - deferred!!




I have been wondering you know, about how the erstwhile 'normal' has become 'diabolical exceptions'.  Let me elaborate a bit here.

Enjoying a good meal was the norm once upon a time. I remember the pleasure on the faces of aunts and sisters when their culinary skills were appreciated by guests and dishes were polished off with relish. Cut to the present and a meal is all about calories, oats, protein shakes, keto and GM diets, and the need to "burn off" the guilty pounds supposedly gained after a decent meal. A day when one can eat to the heart's (and the tummy's content) is termed a 'cheat day! So one is basically being 'dishonest' with oneself when she/he eats well! There is no joy anymore in eating upto the heart's content. Food is more of a vile than a pleasure. The line between an optimum meal and  a strict diet even in conditions without any medical or health-related indication has become concretized and infallible.

Remember the afternoons when kids of the neighborhood  gathered after school to play? Actually play? No, there were no play stations or mobiles. There were no transformers or Barbie dolls. Yes, a few precious Hotwheels sporadically popped-up , courtesy either as  freebies with Maggie packets or as a generous gifts from benevolent relatives. Cricket, football, gharial-paani, chor-police, hide and seek, kabaddi - these were real entities, not just visuals on the idiot box or  phrases in nostalgic blogs. 

We now kvetch about being bored and stuck to the mundane. Everything seems to repeat itself without any adventure or surprise. So what we end up doing? Yes, you are right! We seek distractions in social media and by eating junk food ordered online. More fulfilling activities like reading a book, cooking for friends and family,  sewing,  gardening, painting, etc have all become unachievable fantasies for us - we are robbed of time and interest. 

There is no longer the urge in us to savour the finer nuances of life. In pursuing goals,  our personal needs and happiness have taken a beating. We can no longer even dream of dropping over at relatives' place without prior intimation. There is no joy left in watching the television; the exposure to thousands of channels has been so much that the pleasure of watching a television programme is long gone. Choices were handful earlier. Bharat ek khoj , Chitrahaar, Vikram-Betaal, He-man, Stoneboy,  Night-rider - we could count the programmes that we were allowed to watch in our fingertips. These days kids are encouraged  to stay glued to the mobile or the television so that the adults can continue chats with virtual friends or can  upload narcissistic selfies in various social platforms. 

Yes, things like smelling the first rain of the monsoons ( we stay cocooned inside our air-conditioned offices), bargaining over the price of a garment (since we order online now), cooking up a meal ( why bother when boxes of our favourite dishes are delivered at the doorstep) , etc are fast becoming mere childhood memories. 

I wonder about the fast disappearing cobblers ( who mend their shoes these days? A new pair is just a click away!). Like fossilized specimen (like me), the cobblers also now make rare appearances. No, I do not mean to say that I have remained unaffected and special. Rather, I feel that I over-react at times. Or is it that real time is indeed fast getting metamorphosed into virtual time???


Storm in the toast ….





These days we all tend to create enormous noise to get ourselves heard. There is so much of eagerness to push forward only our own viewpoints that most of the times we end up hearing only our own voices. The cacophony produced by city traffic at the peak hours sound milder than voices which are thrown like directionless meteors falling all over the earth.  
But there has been one lone voice which has made its presence felt for over five decades now. While it may be biased to talk about it in this space, I cannot rein in my urge to think of the issue. I am talking about the cute, ‘utterly butterly delicious’ Amul Girl (there seems to be no other appellation for her) who has spoken up at times when we, the people, have chosen to kept mum. Created in the year 1966 by art director Eustace Fernandes, our little nose-less moppet with her trademark polka-dotted frock (‘dress’, if we use the lingo of these days) has become an inseparable part of our lives. Her ungrammatical ‘butterly’ notwithstanding, our girl has survived and spoken her heart out over the decades on issues ranging from celebrity weddings to surgical strikes, from corporate scandals to rising fuel prices..
As I butter up my kids’ crunchy toasts with Amul butter, I wonder what makes our little wonder survive the blitzkrieg of celebrity endorsements and expensive ad campaigns. An eager search in the net tells me that all her ads are hand painted by referring to scrapbooks compiled by previous teams who were in charge of making those blue hair, round eyes, long lashes and the naughty smile come alive. In addition to the remarkable teamwork and apt marketing, I feel it is the timing of our Amul Girl’s punch lines which adds to her mass appeal. She embodies the simplicity which we associate with our childhoods and also the maturity which we have imbibed with age.
In her most recent avatar, our girl is seen in two illustrations donning Deepika Padukone's bright green vintage style and Aishwarya Rai Bachchhan's golden look in the Cannes, with each of them holding a slice of bread - "Gori tera gown badda nyaara” goes the tagline, a picture so cute that I cannot help smiling as I type. But our darling has had her share of legal repercussions too. With one-liners like ‘Satyam, Sharam, Scandalam’, ‘Dalmiyan mein kuch kala hain’, ‘Indian Airlines serves Amul butter – when it flies’ etc, she invited the ire and wrath of the respective stakeholders. But kudos to her creators who always stood by their ads, never buckling under the pressure.
Once a while, whenever situations have demanded, our girl has given up her trade-mark polka-dotted garment to wear situation-appropriate attires. Saluting in army fatigues, she knocked at every Indian’s heart after the Pathankot incident. Two blue-braids tamed by red-ribbons and looking extremely smart in a polka-dotted saree, our little lady embodied women empowerment. She has raised the toast (that too ‘buttered’!) to Malala Yousafzai, Sachin Tendulkar and MS Dhoni to name a few. She has paid teary eyed tributes to Dr. Verghese Kurien, the man she owes her birth to (it is said that it was the only time the little one actually cried down from the billboards), APJ Abdul Kalam, Neerja Bhanot and many other eminent personalities. With expressions like ‘We’ve always practiced compulsory sterilization’, ‘Wayanad have it with butter?’, ‘Baaho se belly tak’, ‘Sharampal baba’, etc, our wonder girl has touched almost every aspect of India’s socio-political scenario. 
India has got a lot more than the White Revolution to thank Dr Verghese Kurien for. He, along with Sylvester DaCunha (the founder-chairman of DaCunha Communications that initiated the Amul ads) and Eustace Fernandes, gave us the fearless pint-sized symbol of wit, courage and truth. At a time when loud journalists and shrill politicians threaten to perforate our eardrums, we find a witty solace in that mischievous smile, doling out wisdom one after another with a clock-like precision.
Here is an ‘utterly butterly delicious’ unapologetic toast to our very own Amul Girl -  to a long life spanning many more decades filled with humour, adventure and lots of wonderful memories.

Thursday, 23 May 2019

The Amul Girl.....




While the brand Amul was registered and started its work in 1957, the advertising campaign started only in 1966. The DaCunha ad agency of Mumbai was given the responsibility of the brand’s ad campaign by Dr Verghese Kurien, head of Amul and the father of India’s White Revolution – the world’s biggest dairy development programme.
Back then, advertising on television and print media was wildly expensive and so Sylvester DaCunha, the founder-chairman of DaCunha Communications, decided to design an Amul ad campaign for the more affordable outdoor hoardings.

                                       Sylvester da Cunha, left, won the Amul account in 1966. His son Rahul, right, inherited it. 

The Amul girl was created by Eustace Fernandes, the art director of DaCunha Communications in 1966, the same year the simple yet catchy phrase “Utterly Butterly” was coined by Sylvester’s wife, Nisha DaCunha. Initially, the word ‘butterly‘ met with a lot of skepticism, because it was ungrammatical. However, it worked superbly for the brand and soon became one of the most memorable taglines in Indian advertising!
In 1966, DaCunha and Fernandes designed the mascot’s first public appearance on billboards. The cute image of Amul girl kneeling in prayer, with one eye closed and another on a pack of butter with the words, “Give us this day our daily bread with Amul Butter” got an immediate positive response from the public.
However, DaCunha soon realised that there was only so much one could say about food. He decided to pitch the dairy brand’s ad campaign differently, in a way that would instantly connect with the public. In 1966, he released the Amul girl’s first topical ad. Titled “Thoroughbread”, the ad showed the Amul girl as a jockey holding a slice of bread during the horse race season. The feedback was again very positive.
Next came the monsoon ad, “Pitter-patter, pick-a, pack-a Amul butter”, and an ad about the Kolkata hartals of 1960s ,”Bread without Amul —cholbe na, cholbe na”. A clever play on the slogans of the processions, “Cholbe na!” (or “Will not do!”), the ad drew a smile from Bengalis across the country.
While Amul’s topicals ads were very popular, they also posed a challenge – they needed to be released quickly or else, the would lose much of their impact. Realising that the protocol and logistics of approving and releasing an ad took a lot of time, Verghese Kurien gave DaCunha Communications the freedom to run the campaign without waiting to take permission from the company. This very rare gesture reflected Verghes Kurien’s seasoned business acumen and unique way of going about things. This immense creative freedom is still maintained and is the the reason why the Amul girl is never late with her take on the world.





Amul’s’ mascot was seen weeping for the first time ever (since 1964) in an advertisement “Thank You For Giving us Hausla, Pragati & Anand……Dr V Kurien 1921-2012,” the ad read.


No matter what the change—and what the reasons behind it—may be, Amul’s wide-eyed moppet has seen, and survived, it all. 

Friday, 8 February 2019

The same old story….




The eyelids droop as the wrinkled face concentrate on the bride surrounded by the impeccably made-up friends and cousins. She must have been quite a beauty in her youth, this old lady, I wonder. She turns her face towards me and seeing a patient and eager look on my face, she starts talking about her life. The sons who stay outside the country, the daughter who is so busy, the home which was torn apart to erect the apartment complex where she owns three flats now, the nuisance called “mobile” that is destroying the youth these days – it was a long narrative and I was all ears. Yes, I do have an interest in people in general, and I do not mind being on the receiving end of a monologue. Our tête-à-tête was rudely interrupted by a sudden uproar from the bride’s coterie, and my old lady frowned. “They must have put the vermillion on her forehead without giving uruli (a series of devotional sounds that women produce during some religious ceremonies like puja, marriage, etc. by frequently touching the rounded upper and lower lips by the tip of the tongue). That is a bad omen.” she remarked with a dismal expression. Another woman, well past her youth, started singing biyanaam (a type of melodious song sung by women on the day of marriage) and the ambience suddenly became nostalgic and emotional. A few young women looked at the old faces with disdain and impatience. And it was then that I, a middle-aged soul, realized the reality of the elderly in our society who are rapidly feeling sidelined in today’s youth-obsessed society.
Last night, on my way home after a tiring session at the gym, I met the old couple who live in a flat on the floor below mine. The man is around eighty, robust and smiling. The woman is quiet, with eyes that look perennially sad. I greeted Uncle and he seemed lost. I asked him if all was well. He said, “Our son recently celebrated our grandson’s first birthday. They stay in Dubai you know. His in-laws and friends were there. We got to know about the celebrations from photographs in Facebook.” While there might be dozens of reasons for this party being celebrated without the knowledge of Uncle, the fact remains that he was hurt for not being kept in the loop by his son.
Internet has made me an autodidact, and I have learnt many new words; one such word is ‘ageism’. Coined in 1969 by Robert Neil Butler to describe discrimination against seniors, the word implies “prejudice or discrimination on the grounds of a person's age”. Ageism is here, and ageism has found a strong foothold in the till-now close-knit Indian society. 
Despite embracing modern technology such as using Skype, joining Facebook and putting posts on Twitter, the seniors around us are fast becoming outcasts. We are rapidly becoming inclined to treat the senior members of our family and society with derision and lack of respect. This attitude from the younger lot forces the older generation to retreat from society. The efforts of the older generation to stay in touch, their attempts to share their feelings of loneliness and their “fossilized concepts and opinions” are often thwarted with ridicule and indifference. As a result, they experience of feeling of being "invisible”. They are increasingly being sidelined to the extent of being treated as non-existent entities. Their opinion is never solicited while taking any decision, nothing on the television  and radio is made keeping their interests in mind and they are often written off  as ‘obsolete’ and ‘ well past their prime’ by the society.
Many of the elders around us often talk about illnesses and the aches that cripple them. While some have gastritis, the others have knee-pain. The headaches are frequent, the breaths are laboured, the bones are brittle, the heart is weak and the memory is failing. Some take naps during the day, and then they cannot sleep at night. The constant reminders about these conditions are usually beyond the perception of the robust young men and women who are at the receiving end of these monologues.
But then I think of myself. At forty, I have started the journey ‘oldwards’. Maybe that is the reason why these words flow for this write –up.
I think of the wrinkled cheeks, rheumy eyes, thinning hairlines and the tiring descriptions about ailments. These people were once powerful. They created the comforts that the generation next take for granted. They went through all trouble that we gave them at our infancy. Most of the nights when we were sick, they kept awake to take care of us. They toiled hard to put us in good schools, sometimes standing in queues for hours to collect admission forms, and paid for our education. They searched for knick-knacks for hours after office so that we could submit the school projects on time. They paid for our parties and our first bicycles. They took care of our accommodation, food, clothes, books, extra-curricular skills and all other expenditure for years, sometimes sacrificing their own needs and comforts. They bought us cricket bats, ping-pong balls, teddy bears, computers, video games and all other entertainment items that we demanded. They cleaned our school shoes, washed our uniforms and tidied up our rooms. They did not complain when every year we required new dresses because we grew taller; instead, they decided to postpone buying their own dresses so that we got ours on time.
I wonder why we have this apathy towards our elders.  Is it because we have made more money and have become richer than them now? Or is it that we magnify our troubles so much that we find their existence inconsequential? I wonder if we fear mammoth care costs for the elderly, for if we spend too much on their medicines and investigations we may not be able to buy the duplex that we liked so much at the swanky neighbourhood of the city.
Wearing a selfish pair of spectacles, I think of myself and wonder where I will be when my body or mind will begin to deceive me. I wonder if I live in such an advanced scientific society where some nerdy scientist will soon manufacture robots that will take care of me when I will be unable to take a single step on my own!