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After a spate of <keyword id="2075817" type="UNKNOWN" weightage="100" keywordseo="Bollywood-masala-movies">Bollywood masala movies</keyword> which were mindlessly ‘filmy’ in spite of the potential, <keyword id="205961" type="POSITION" weightage="100" keywordseo="writer-director">writer-director</keyword> <keyword id="15574" type="PERSON" weightage="100" keywordseo="Imtiaz-Ali">Imtiaz Ali</keyword>’s romance-drama strikes a different chord and once again, takes us on a unique <keyword id="6374782" type="UNKNOWN" weightage="100" keywordseo="journey">journey</keyword>. But that is expected from the director of Jab We Met – he seems to revel in the idea of a journey, especially the kind that makes you stand face to face with your inner self. The <keyword id="2075818" type="UNKNOWN" weightage="100" keywordseo="Randeep-Hooda-Alia-Bhatt-starrer">Randeep Hooda-Alia Bhatt starrer</keyword> shows the courage to explore the shadow zones that often rule our life, but still weaves a gossamer core that doesn’t lack beauty – within or without. Yet, it does feel somewhat contrived – as if the pieces of an intricate jigsaw puzzle are falling in place all too soon, even before the protagonists could undergo their destined metamorphosis in a convincing manner. 
 When <keyword id="2075819" type="UNKNOWN" weightage="100" keywordseo="Veera-Tripathi">Veera Tripathi</keyword> (<keyword id="6354526" type="UNKNOWN" weightage="100" keywordseo="Alia-Bhatt">Alia Bhatt</keyword>), an affluent Delhiite with a well-connected business tycoon for a father, feels a bit tired of the ‘big fat Indian wedding’ she is about to undergo, sneaks out with her fiancé and gets conveniently kidnapped by <keyword id="2075824" type="UNKNOWN" weightage="100" keywordseo="Mahabir-Bhatti">Mahabir Bhatti</keyword>, a rough <keyword id="2075820" type="UNKNOWN" weightage="100" keywordseo="Gujjar-criminal">Gujjar criminal</keyword> played by <keyword id="16675" type="PERSON" weightage="100" keywordseo="Randeep-Hooda">Randeep Hooda</keyword>, the writing is already on the wall – <keyword id="1347859" type="ORGANIZATION" weightage="100" keywordseo="Stockholm-Syndrome">Stockholm Syndrome</keyword> or no. That’s <keyword id="2075821" type="UNKNOWN" weightage="100" keywordseo="Hollywood-masala">Hollywood masala</keyword> anyway, the victim falling in love with the abuser, but it’s not too rare a theme even here in India. 
 
What we sorely miss is the touch of freshness, the dramatic twists and turns, which could have made <keyword id="6354768" type="ORGANIZATION" weightage="100" keywordseo="Highway">Highway</keyword> more of a turbulent journey, unwillingly undertaken by two troubled souls. Instead, the lead characters find solace in each other, seek each other out for some candid confession and finally, true to the <keyword id="1282628" type="UNKNOWN" weightage="100" keywordseo="Bollywood-tradition">Bollywood tradition</keyword>, the ‘baddie’ has to atone for his misdeeds while Alia rises from the ashes to craft a new existence for herself. Incidentally, it is Alia’s second outing after her dazzling debut in <keyword id="3778" type="PERSON" weightage="100" keywordseo="Karan-Johar">Karan Johar</keyword>’s <keyword id="549195" type="ENTERTAINMENT" weightage="100" keywordseo="Student-of-the-Year">Student Of The Year</keyword>. But in both movies, she has lived the characters she played. 
 But before we get to the finer points, a look at the <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword> may tell us more about the mass response. <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> is infamous for rejecting hatke movies and Highway is definitely one of them. It was released on February 21, exactly a week after the Valentine’s Day, and hit around 800 screens in India. But business faltered on Day 1 and collections amounted to just Rs 3.42 crore in the <keyword id="6382118" type="UNKNOWN" weightage="100" keywordseo="Domestic-Market">domestic market</keyword>, with 20–25% occupancy at theatres. The flick later gained some momentum and earned around Rs 13.97 crore in India after the opening weekend (Feb 21-23). Interestingly, Parineeti Chopra-starrer <a href="http://www.businessinsider.in/Box-Office-Hasee-TohPhasee-Wins-Hearts-Heartless-Fails-To-Retain-The-Thrill/articleshow/30228138.cms">Hasee Toh Phasee</a> collected around Rs 18 crore in the first weekend while <keyword id="1655" type="PERSON" weightage="60" keywordseo="Priyanka-Chopra">Priyanka Chopra</keyword>’s <a href="http://www.businessinsider.in/Box-Office-Gunday-LeavesYou-Clueless-But-Cash-Register-is-Ringing/articleshow/30626422.cms">Gunday</a> amassed Rs 43.93 crore after the first three days. Highway’s Day 4 collection at home stood at a little over Rs 3 crore, according to industry estimates – again a dismal performance. 
 
Although Highway has initially failed to blaze the box office, the lead duo has certainly done a commendable job. Alia is quite a transformation – no longer a moody, fashion crazy, campus hottie, but a quiet yet strong character grappling with her destiny. Randeep, too, is a realistic presentation of Mahabir – a man who has endured brutality and consequently turned brutal. And the underlying chemistry between the two – a queer concoction of fear, hatred and camaraderie – puts life into the entire show. Other pluses include <keyword id="119758" type="PERSON" weightage="100" keywordseo="Anil-Mehta">Anil Mehta</keyword>’s unforgettable <keyword id="42054" type="PERSON" weightage="100" keywordseo="Cinematography">cinematography</keyword> across a vast and colourful rural India (the movie was shot across six states) and <keyword id="11851" type="ORGANIZATION" weightage="100" keywordseo="AR-Rahman">AR Rahman</keyword>’s divine music that never fails to win one’s heart. 
 
Overall, Highway is a unique creation, which could have gone miles ahead but suffered due to clichés and predictability. Still, we agree with what Sify critic Sonia Chopra says, “Maybe there’s no need to intellectualise this beautiful bond and just savour it as it is. Just like the film.” Let’s go by that advice… let’s take the road. 
 
Image: Indiatimes

Highway Explores
Shadow Zones, But Fails To Impress At Box Office

Now that the <keyword id="6355187" type="ORGANIZATION" weightage="80" keywordseo="Lok-Sabha">Lok Sabha</keyword> polls are over, <keyword id="4578" type="COMPANY" weightage="80" keywordseo="entertainment">entertainment</keyword> may once again bag the limelight and <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> has already churned out a couple of interesting thriller-gangster movies last week. But most of them were eclipsed by the hot Hollywood release, <keyword id="154785" type="PERSON" weightage="100" keywordseo="Godzilla">Godzilla</keyword>. 
 
While Godzilla collected Rs 18 crore nett in <keyword id="3658" type="COUNTRY" weightage="100" keywordseo="India">India</keyword> in just three days and another Rs 5 crore on the first Monday as per industry estimates, all five Bollywood movies released last Friday (May 16) had a slow start at the <keyword id="827271" type="UNKNOWN" weightage="100" keywordseo="Domestic-Box-Office">domestic box office</keyword> and understandably so. For one, the election euphoria is still running high but most importantly, three of the new releases – <keyword id="2218164" type="UNKNOWN" weightage="100" keywordseo="The-Xpos">The Xposé</keyword>, <keyword id="2248203" type="UNKNOWN" weightage="100" keywordseo="D-Gangs-of-Mumbai">D Gangs of Mumbai</keyword> and <keyword id="2248206" type="UNKNOWN" weightage="100" keywordseo="M3-Midsummer-Midnight-Mumbai">M3: Midsummer Midnight Mumbai</keyword> – come with an overdose of vintage masala. Other two of the lot are <keyword id="2248207" type="UNKNOWN" weightage="100" keywordseo="Children-of-War-Nine-Months-to-Freedom">Children of War: Nine Months to Freedom</keyword>, set against the backdrop of <keyword id="73936" type="UNKNOWN" weightage="100" keywordseo="Bangladesh-liberation-war">Bangladesh Liberation War</keyword> of 1971, and an animation film for the kids, <keyword id="2248208" type="UNKNOWN" weightage="100" keywordseo="Mighty-Raju-Rio-Calling">Mighty Raju – Rio Calling</keyword>, directed by <keyword id="1093861" type="PERSON" weightage="80" keywordseo="Rajiv-Chilaka">Rajiv Chilaka</keyword> (of Chhota Bheem fame) and <keyword id="2248210" type="PERSON" weightage="100" keywordseo="Anirban-Majumdar">Anirban Majumdar</keyword>. 
 
We were particularly intrigued by The Xposé, a <keyword id="2144245" type="UNKNOWN" weightage="100" keywordseo="Musical-thriller">musical thriller</keyword> directed by <keyword id="304212" type="PERSON" weightage="100" keywordseo="Ananth-Narayan-Mahadevan">Ananth Narayan Mahadevan</keyword> and starring <keyword id="8539" type="PERSON" weightage="100" keywordseo="Himesh-Reshammiya">Himesh Reshammiya</keyword> and <keyword id="1089543" type="PERSON" weightage="100" keywordseo="Yo-Yo-Honey-Singh">Yo Yo Honey Singh</keyword>, along with debutantes <keyword id="90343" type="PERSON" weightage="100" keywordseo="Sonali-Raut">Sonali Raut</keyword> and <keyword id="1273210" type="UNKNOWN" weightage="100" keywordseo="Zoya-Afroz">Zoya Afroz</keyword> (<keyword id="2993" type="UNKNOWN" weightage="80" keywordseo="Miss-India">Miss India</keyword> 2013 second runner-up). This one takes a pseudo-realistic peek at the glitzy <keyword id="2248216" type="UNKNOWN" weightage="100" keywordseo="Bollywood-of-the-1960s">Bollywood of the 1960s</keyword> – the dazzling era of Hindi movies, glamorous stars and their not-so-well-kept dirty secrets. The fast-paced period drama revolves around the ugly fights between two rival actresses, the shocking murder of one and the subsequent probe carried out by the <keyword id="2248197" type="UNKNOWN" weightage="100" keywordseo="ex-cop-turned-actor">ex-cop-turned-actor</keyword> Reshammiya (<keyword id="6354422" type="PERSON" weightage="100" keywordseo="Ravi-Kumar">Ravi Kumar</keyword>). Star <keyword id="271" type="POSITION" weightage="80" keywordseo="actor">actor</keyword> <keyword id="16207" type="PERSON" weightage="80" keywordseo="Irrfan-Khan">Irrfan Khan</keyword> also makes a special appearance to assist Himesh Reshammiya in his probe. 
 Although the movie hit about 1,000-plus screens worldwide, business had been slow and debut day collections at the domestic <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword> amounted to Rs 2.97 crore nett, as per industry estimates. But the masala entertainer witnessed a decent traction during the first weekend and picked up around Rs 10.97 crore after the first three days. “The Xpose Fri 2.97 cr, Sat 3.43 cr, Sun 4.57 cr. Total: Rs 10.97 cr nett. India biz,” trade analyst Taran Adarsh tweeted. 
 
Although trade figure puts it to Rs 8.22 crore nett over the first three days, Xposé is a middle-budget movie, costing around Rs 15 crore (production and promotion combined), and according to a statement by producers, they claim to have recovered close to Rs 12.5 crore from the sale of satellite, music, home and overseas video, and other rights, and are profitable post the weekend. This means most of the revenues earned from the theatrical releases will be add to the film’s profit. Collections on the crucial Monday did not disappoint either and stood at around Rs 3.5 crore, as per industry estimates. 
 
Xposé may do even better at the box office, thanks to the thrill factor, although there are too many things happening at the same time and the coherence gets lost, especially in the second half. “It’s a fascinating subject. Right from verbal duels between rivals, to hiring black marketeers to sabotage others’ films, everything has been depicted,” <keyword id="303" type="POSITION" weightage="100" keywordseo="Director">director</keyword> <keyword id="68758" type="PERSON" weightage="100" keywordseo="ananth-mahadevan">Ananth Mahadevan</keyword> told the Times of India (he himself plays a director in the movie). “The audience will have fun guessing which stars have inspired the sequences.” 
 
D Gangs of Mumbai: Uncomfortable truths Directed by <keyword id="826189" type="PERSON" weightage="100" keywordseo="Wilfred-Lobo">Wilfred Lobo</keyword> and <keyword id="2248198" type="UNKNOWN" weightage="100" keywordseo="Rajiv-Ranjan-Das">Rajiv Ranjan Das</keyword>, D Gangs of Mumbai is a low-budget crime-thriller that tells the story of two gangsters, <keyword id="169913" type="PERSON" weightage="100" keywordseo="AVI">Avi</keyword> (<keyword id="3799" type="PERSON" weightage="100" keywordseo="Sanjay-Kapoor">Sanjay Kapoor</keyword>) and <keyword id="33379" type="PERSON" weightage="100" keywordseo="Shiva">Shiva</keyword> (<keyword id="131513" type="PERSON" weightage="100" keywordseo="Aarya-Babbar">Aarya Babbar</keyword>), the chance they get to restart life and the final mess they have to face in order to survive. In other words, D Gangs reminds you of The Great Gatsby, but the box office reception has been extremely poor – around Rs 65 lakh on the opening day and a little over Rs 2 crore after the first three day. And fourth day collection dipped further to a paltry Rs 40 lakh. 
 
<keyword id="914784" type="UNKNOWN" weightage="100" keywordseo="M3">M3</keyword>: Whodunit with a twist <keyword id="16657" type="PERSON" weightage="100" keywordseo="sara-khan">Sara Khan</keyword> and Paras Chhabra-starrer M3: Midsummer Midnight Mumbai is a romantic thriller directed by <keyword id="1182415" type="UNKNOWN" weightage="100" keywordseo="Braj-Bhushan">Braj Bhushan</keyword>. But in spite of funny cops, paranormal touch, ‘hot’ love scenes and unpredictable twists and turns, this flick didn’t sizzle at the domestic box office and managed a paltry Rs 70 lakh on the opening day. Total collections after the first three days amounted to Rs 2.25 crore, again putting a big question mark as to the fate of the movie. First Monday collections were no better and amounted to just Rs 56 lakh. 
 
 
 
<keyword id="2225168" type="UNKNOWN" weightage="100" keywordseo="Children-of-War">Children of War</keyword>: Grim reality 
Mrityunjay Devvrat-directed Children of War was released in India and <keyword id="6354759" type="COUNTRY" weightage="80" keywordseo="Bangladesh">Bangladesh</keyword>, but here it had a problematic start as the censor board asked him to change the film’s original title – <keyword id="1967278" type="UNKNOWN" weightage="100" keywordseo="The-Bastard-Child">The Bastard Child</keyword> (the original title has been retained outside India). Starring <keyword id="14623" type="PERSON" weightage="100" keywordseo="Raima-Sen">Raima Sen</keyword>, <keyword id="6825" type="PERSON" weightage="100" keywordseo="Indraneil-Sengupta">Indraneil Sengupta</keyword>, <keyword id="41577" type="PERSON" weightage="100" keywordseo="Victor-Banerjee">Victor Banerjee</keyword>, <keyword id="10655" type="PERSON" weightage="100" keywordseo="Pawan-Malhotra">Pawan Malhotra</keyword> and the late <keyword id="78733" type="PERSON" weightage="100" keywordseo="Farooq-Sheikh">Farooq Sheikh</keyword>, this one is a gory tale of the Bangladesh (former East <keyword id="3001" type="COUNTRY" weightage="100" keywordseo="Pakistan">Pakistan</keyword>) Genocide and the country’s <keyword id="140599" type="UNKNOWN" weightage="100" keywordseo="war-of-independence">War of Independence</keyword> against Pakistan. The brutality of war and the gruesome reality of the <keyword id="2248225" type="UNKNOWN" weightage="100" keywordseo="Rape-camps">rape camps</keyword> will leave one stunned, but what is <keyword id="6357415" type="ENTERTAINMENT" weightage="80" keywordseo="missing">missing</keyword> is the bigger scenario. Official numbers are yet to turn up, but going by insider information, Children of War has been a <keyword id="2076872" type="UNKNOWN" weightage="100" keywordseo="Box-office-bomb">box office bomb</keyword>. 
 In spite of the never-ending box office drought, we are now looking forward to superstar <keyword id="14509" type="PERSON" weightage="100" keywordseo="Rajinikanth">Rajinikanth</keyword>’s <keyword id="1849408" type="UNKNOWN" weightage="100" keywordseo="Kochadaiiyaan">Kochadaiiyaan</keyword> and debutant <keyword id="133664" type="UNKNOWN" weightage="100" keywordseo="Tiger-Shroff">Tiger Shroff</keyword>’s <keyword id="1184791" type="UNKNOWN" weightage="100" keywordseo="Heropanti">Heropanti</keyword>, to be released on May 23. Both are blockbuster material – exactly the kind Bollywood now badly needs. 
 
Images: Indiatimes

Box Office: Godzilla
Overwhelms All But Xposé Off To A Decent Start

The manufacturer of <keyword id="3261161" type="UNKNOWN" weightage="100" keywordseo="Pan-Bahar">Pan Bahar</keyword> pan masala has reportedly "sought clarification from <keyword id="2370" type="COMPANY" weightage="20" keywordseo="hollywood">Hollywood</keyword> actor <keyword id="15200" type="PERSON" weightage="20" keywordseo="Pierce-Brosnan">Pierce Brosnan</keyword> after he alleged that the company made "unauthorised and deceptive use, of his image to promote a potentially harmful product. 
 
It’s just a week back ‘Die another day’ actor hit the news headlines in India after he posed with pan masala and advertised for the tobacco-rich product. Soon after all hails broke loose in the social media. 
 In an interview to the <keyword id="23713" type="ORGANIZATION" weightage="20" keywordseo="People-magazine">People Magazine</keyword>, <keyword id="2108645" type="PERSON" weightage="20" keywordseo="Brosnan">Brosnan</keyword> alleged gthat he wasn’t aware that he was advertising for a tobacco rich product. Instead he believed the campaign was all about a “breath freshener or a tooth whitener”. 
 <keyword id="3773400" type="UNKNOWN" weightage="20" keywordseo="an-ashok-co">An Ashok &amp; Co</keyword>'s marketing official told the <keyword id="6474066" type="COMPANY" weightage="20" keywordseo="economic-times">Economic Times</keyword> that the company has reached out to Brosnan's team. "There is some confusion and we are talking to his team to sort out the matter. We cannot comment any more at this stage,” the official told ET. Another official directly aware of the matter said <keyword id="3772362" type="UNKNOWN" weightage="20" keywordseo="ashok-co">Ashok &amp; Co</keyword> was likely to issue a clarification on the matter in the coming week. To the credit of the company, Pan Bahar print ads and a TV commercial featuring Brosnan that ET checked did mention 'No tobacco, no nicotine'. Brosnan, who is getting trolled across social media on the matter, is learnt to have charged $2 million for two years for endorsing the brand. 
 
The Bond star has released a statement claiming Pan Bahar had "violated his contract, by falsely presenting him as a brand ambassador for its entire product line. He told People magazine that he had committed to advertise for just one product under the Pan Bahar umbrella, which he claimed was an "all-natural, containing neither tobacco, supari, nor any other harmful ingredient. 
 
He asked the company to remove him from the advertising.

Pan Bahar has ‘sought clarification’ from Brosnan

If you need a rather prolific indicator of <keyword id="143" type="CITY" weightage="80" keywordseo="Bollywood">Bollywood</keyword>’s success on Hollywood-dominated land, just look at the golden shores of the US. <keyword id="24705" type="ENTERTAINMENT" weightage="40" keywordseo="Dhoom-3">Dhoom 3</keyword>, the sequel of the earlier films with the same name, has reasons to rejoice its success. The film may be scoffed at for the content and for packing way too much masala, but it is still celebrating a roaring success offshore. 
 
The film set the North American box office record for a non-English and a Bollywood film, taking in $3.3 million from 236 theatres. The movie, which has been shot on large-screen format, also benefited from IMAX surcharge and went on to wear the crown of being the first Bollywood flick to grab such a huge number of screens across the US. 
 
In fact, Dhoom 3 broke the record set by Chennai Express, which had grossed $2.2 million across the American theatres. Earlier this year, another Bollywood film Yeh Jawaani Hai Deewani managed to break into the US top 10, showing in 162 theatres across the country. 
 
Such feats by Bollywood films, with the industry celebrating 100 years of its existence, continue to create records in a non-Hindi-speaking territory. 
 Almost all the top-line actors/celebrities of Indian cinema have tried to make foray into Hollywood and enjoy a great rapport with the Red Carpet events abroad. Big names like <keyword id="6357912" type="PERSON" weightage="40" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword>, <keyword id="6366471" type="PERSON" weightage="40" keywordseo="Aishwarya-Rai">Aishwarya Rai</keyword>, <keyword id="6358615" type="PERSON" weightage="40" keywordseo="Shilpa-Shetty">Shilpa Shetty</keyword>, <keyword id="598" type="PERSON" weightage="40" keywordseo="Deepika-Padukone">Deepika Padukone</keyword>, Shah Rukh Khan, <keyword id="6355846" type="PERSON" weightage="40" keywordseo="Madhuri-Dixit">Madhuri Dixit</keyword> and <keyword id="6354580" type="PERSON" weightage="40" keywordseo="Sridevi">Sridevi</keyword> have a sizeable fan base in the US and it is not surprising that next year’s International <keyword id="131934" type="ORGANIZATION" weightage="60" keywordseo="Indian-Film-Academy">Indian Film Academy</keyword> (<keyword id="19317" type="ORGANIZATION" weightage="40" keywordseo="IIFA">IIFA</keyword>) event is going to be held in Tampa Bay, Florida. 
 While IIFA is a global platform which celebrates and presents the Indian cinema beyond its geographical boundaries, the fact that it is going to be held in the US is highly significant. It signals the ‘arrival’ of Indian cinema to the land of high-quality cinema. According to IIFA and <keyword id="1994787" type="UNKNOWN" weightage="40" keywordseo="Wizcraft-director">Wizcraft director</keyword> Andre Timms, the decision to hold the IIFA event in Florida during April 24-26, 2014, was taken following the ‘unprecedented demand’ for the event to be held in the US. “Florida was chosen, following the need for the largest stage to host various larger-than-life sub-events as part of the main event,” Timms had reportedly said. 
 
Slowly but surely, Hollywood seems to be realising that Bollywood is something more than <keyword id="32892" type="PERSON" weightage="40" keywordseo="Slumdog-Millionaire">Slumdog Millionaire</keyword> or the usual song-and-dance routines, although they continue to be the strength and the USP of Bollywood productions. 
 It’s the stuff that can make fairy tales look rather insipid. When the then Miss New York <keyword id="1994786" type="UNKNOWN" weightage="60" keywordseo="Nina-Davaluri">Nina Davaluri</keyword> danced to popular Bollywood song ‘Dhoom Taana’ from the film Om Shanti Om for her talent show round, experts had probably underestimated the reach of Bollywood and wondered if this choice could affect her chances of winning the coveted crown. In fact, no one had placed bets on her victory. It is now history that she won the Miss America crown. 
 
And what a victory it was! 
 
In retrospect, a Bollywood song on the Hollywood-adoring land found its share of takers. It wasn't the divider; in fact, it must have been the unifying agent. The thickly Hindi-flavoured Bollywood had crossed the shores and reached the global audience, much like Butter Chicken Masala and the spicy Indian curry. 
 
Is it, therefore, surprising that the world looks at Bollywood as India’s biggest export? It is the largest film industry in the world and the biggest employment churner in India. Bollywood and its local counterparts within the country produce more than 1,000 films annually across 20 languages, predominantly for a film-watching population of half a billion who are well under 25 years of age. 
 
What more can you say about a film industry that has existed for over 100 years, and has produced numerous stars and superb cinematic moments for the fans to cherish? Hollywood was not even in the concept stage when the theatre-inspired Bollywood was experimenting with entertaining people in many languages. 
 
Bollywood came into existence in 1899 with the production of a short film and Hollywood took its first gasp of breath a good 11 years later in 1910. Now, crunch some numbers. While Hollywood produces 500 films per year, Bollywood does more than 1,000 films even during a lean year. Hollywood movies are watched by more than 2.6 billion people worldwide with English being the language of communication. But Bollywood, even with its severe language limitation (the medium is Hindi, a language spoken by the majority in India), enjoys a viewer base of 3 billion. 
 
After Indians started to migrate in the early 80s, the late 90s saw a spate of movies with the NRI life as their key theme. And the old plots were resurrected, with flavours to suit those who had left home to earn more of the foreign soil like seen in ‘DDLJ’. Needless to say, these movies packed lots of emotions – that of being away from homeland, the feeling of alienation and the search for identity. Bollywood had matured with time. 
 
Hollywood continues its triumph in many areas but what Bollywood has made possible is quite another thing. A multilanguage-based film industry, sniggered at for being the song-and-dance trade, managed to turn that very aspect into its strength. 
 
But you have to consider another thing as well. Although Pakistan and India don’t see eye to eye in many areas, Bollywood gets the singers from Pakistan to sing some quintessential numbers. And many of those songs have become super hits in both countries. Movies build the bridge between the two nations, if nothing else. 
 But Pakistan is not the only country where you will find Bollywood fans. Bollywood finds its audiences in West Africa, Dubai, Prague, the US and the UK. And not all of them are Hindi-speaking people. There are Berliners who have learnt Hindi to be able to follow those films; there are Russians who have watched Bollywood’s dream merchant <keyword id="6358412" type="PERSON" weightage="40" keywordseo="Raj-Kapoor">Raj Kapoor</keyword>’s classics and shed tears when he passed away and there are the Japanese and the Chinese, too. 
 
Interestingly, Bollywood and Hollywood had signed a pact back in 2010 in order to leverage their industry experience and diversity, and use the same for the benefit of global audiences. Termed as the ‘historic co-operation pact,’ it will also see two of the world’s biggest movie industries come together for content protection and distribution. 
 
Now, in a situation where Bollywood and Hollywood have come together, the world will sure be one big cinema hall! And entertainment? Unlimited, of course. Treat yourself!

Rest
A While, Hollywood; Bollywood’s Gyrating Here!

Who hasn’t heard the iconic “Mere Paas Maa Hai” dialogue from the 1975 blockbuster <keyword id="6407375" type="ENTERTAINMENT" weightage="100" keywordseo="Deewar">Deewar</keyword>? The iconic scene from the movie has Amitabh Bachchan and Shashi Kapoor, who play brothers, arguing about everything they have earned in their lives, despite being on the on opposite sides of the law. The scene is not only remembered for this amazing dialogue but also for the conviction with which both the actors portrayed their emotions. 
 However, have you ever given a thought to the situation when this quintessential <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> scene is performed by its favourite cousin, <keyword id="2370" type="COMPANY" weightage="100" keywordseo="hollywood">Hollywood</keyword>? 
 
Folks at a popular YouTube channel <a href="https://www.youtube.com/user/pinchnpunch">Pinch n Punch</a> gave this a serious thought and dubbed these lines into the 2012 Hollywood movie The Avengers. And the result is just gobsmacking hilarious! 
 In this original scene, superheroes <keyword id="330388" type="PERSON" weightage="100" keywordseo="Tony-Stark">Tony Stark</keyword> and <keyword id="329400" type="ENTERTAINMENT" weightage="100" keywordseo="Captain-America">Captain America</keyword> can be seen arguing about Tony’s behaviour but with a pinch of Bollywood masala, the scene ends up being one amazing fusion to watch out for. 
 
Watch out the video and decide for yourself, who’s better in performing the scene? 
 
 
 
Image courtesy: <a href="http://media.mensxp.com/media/photogallery/2013/Oct/mostmemorabledialoguesbyamitabhbachchan8_1381492296.jpg">MensXP</a> and <a href="http://x.annihil.us/u/prod/marvel/i/mg/7/00/4e8616ae8915d.jpg">Marvel</a>

See What Happens When Captain America Says Mere Paas Maa Hai

<ul class="summary-list"><li>This post originally appeared in the Insider Today newsletter.</li></ul>Happy Saturday! If you're heading out this weekend, here are 11 things a bartender <a target="_blank" href="https://www.businessinsider.com/things-you-should-never-do-at-a-bar-bartender">wishes people would stop doing</a> — including asking them to play your favorite song.On the agenda today:<ul><li>Soak in the mountain views at the <a target="_blank" href="https://www.businessinsider.com/taj-cape-town-five-star-hotel-review-worth-it-2024">Taj Cape Town</a>.</li><li>A man's hair transplant pulled him <a target="_blank" href="https://businessinsider.com/hair-transplant-istanbul-turkey-personal-experience-business-2024-5">out of a dark place</a>.</li><li>Chris Pine didn't even <a target="_blank" href="https://www.businessinsider.com/chris-pine-best-movie-roles-wonder-woman-star-trek-princess-diaries-2024-5">want to be an actor</a>.</li><li>A Wall Street finance bro's <a target="_blank" href="https://www.businessinsider.com/what-wall-street-finance-bros-should-wear-this-summer-fashion-2024-5">guide to summer outfits</a>.</li></ul>But first: Where did Mother's Day brunch come from?If this was forwarded to you, <a target="_blank" href="https://www.businessinsider.com/subscription/newsletter/insider-today-sunday-edition">sign up here</a>. Download Insider's app <a target="_blank" href="https://www.insider.com/app">here.</a><div type="image" title="A brunch spread including mimosas, waffles, and fruit." height="3648" width="5472" msid="110036181" hostid="261" sizebytes="533738"></div><h2 id="ddd48b05-8445-4458-a83d-a722e724a4c9">This week's dispatch</h2>Mother's Day brunchIt's Mother's Day tomorrow — a holiday that can be joyful for many, but also difficult and emotional for others.For those celebrating the holiday, I have a feeling you might be doing something that just feels synonymous with Mother's Day: brunching. I asked Business Insider lifestyle correspondent Anneta Konstantinides for her thoughts — and whether she has any brunch tips.Anneta, how did brunch become synonymous with Mother's Day?My very first memory of Mother's Day was my dad informing me it was time to make mom breakfast in bed. It's a holiday I associate with the simple pleasures of morning — fresh coffee, a stack of pancakes, and fluffy eggs.I think it's just a perfect way to celebrate Mother's Day. There's no need for a massive feast à la Thanksgiving or Christmas — the point, after all, is to make sure mom doesn't have to do anything.If you want to celebrate mom but don't want to leave the house, are there recipes to ensure she has a good meal at home?<a target="_blank" href="https://www.businessinsider.com/ina-garten-greek-orzo-salad-review-photos-2023-5">Ina Garten's Greek orzo salad</a> will help you transition from breakfast to lunch, and her <a target="_blank" href="https://www.businessinsider.com/ina-garten-blueberry-ricotta-breakfast-cake-recipe-2023-5">blueberry-ricotta breakfast cake</a> is a must. I made it for my own mom last Mother's Day, and she gave it a 10/10.And every mom deserves a great cocktail, so why not celebrate the day with <a target="_blank" href="https://www.businessinsider.com/ina-garten-cosmopolitan-recipe-review-2023-7">Garten's famous cosmopolitan</a> — with a summer-ready watermelon twist?<div type="image" title="Taj Cape Town lobby." height="750" width="1000" msid="110036182" hostid="261" sizebytes="87476"></div><h2 id="203fc37d-6980-4df8-a251-3c608182c49f">Mountain views and masala chai</h2>A writer spent $317 a night to stay at the Taj Cape Town in South Africa. She could see Table Mountain from her room, one of the city's major landmarks.The hotel's food was also a highlight of the author's trip — from fresh masala chai at the breakfast buffet, to afternoon tea, to hand-delivered slices of cake.<a target="_blank" href="https://www.businessinsider.com/taj-cape-town-five-star-hotel-review-worth-it-2024">See inside the Taj Cape Town</a>.<h2 id="98b93cb5-cb14-46a3-bf36-54336b3a2b7b">A quick trip to "Hairstanbul"</h2>In the United States, hair transplants range from $10,000 to $20,000. But in Istanbul, one doctor charges about $3,500 — a fee that includes a consultation, the operation, some aftercare, three nights in a four-star hotel, and transport from the airport, the hotel, and the clinic.After seeing one of his friends successfully regain his hair after a trip to "Hairstanbul," the author decided to make the journey himself.<a target="_blank" href="https://businessinsider.com/hair-transplant-istanbul-turkey-personal-experience-business-2024-5">Here's what the process is like</a>.<div type="image" title="Chris Pine" height="975" width="1300" msid="110036183" hostid="261" sizebytes="129742"></div><h2 id="010da69f-f918-41f2-a9d4-0519c365bfd8">Chris Pine's rise through the ranks</h2>In an interview with BI, Pine said he never wanted to be a movie star. A third-generation actor, he first avoided going into the family business, hoping to become a professional baseball player instead.That's not how it shook out. With leading roles in rom-coms and IP-fueled blockbusters, Pine has risen through Hollywood's ranks. He described his ascent to BI — including what he learned from Denzel Washington.<a target="_blank" href="https://www.businessinsider.com/chris-pine-best-movie-roles-wonder-woman-star-trek-princess-diaries-2024-5">Get inside Chris Pine's mind</a>.Also read:<ul><li><a target="_blank" href="https://www.businessinsider.com/john-leguizamo-movie-tv-roles-encanto-ice-age-carlitos-way-2024-5">John Leguizamo turned himself into a leading man</a></li></ul><div type="image" title="A button down shirt and a watch" height="750" width="1000" msid="110036184" hostid="261" sizebytes="61732"></div><h2 id="451325ac-1b45-4a61-947b-c68981f14268">What not to wear: Finance bro edition</h2>The weather is heating up, which can only mean one thing: It's time to put the Patagonia vest in storage and slip into something a little cooler, literally and metaphorically.Reginald Ferguson, a men's fashion consultant, told BI he wanted his clients to remain "modern, yet classic" this summer. That means skipping the athleisure and grabbing upscale items from brands like Zegna and Kiton.<a target="_blank" href="https://www.businessinsider.com/what-wall-street-finance-bros-should-wear-this-summer-fashion-2024-5">A finance bro's guide to summer fashion</a>.<div type="image" title="A television with an interference screen" height="1500" width="2000" msid="110036186" hostid="261" sizebytes="193524"></div><h2 id="87cb1119-d7eb-4af5-97a6-980fab272363">What we're watching this weekend</h2><ul><li>"Interview with the Vampire": The second season of the AMC drama, based on Anne Rice's novels, returns on Sunday.</li><li>"Mother of the Bride": Netflix's latest rom-com stars Brooke Shields as a woman who learns her daughter is spontaneously marrying the son of the man who broke her heart years ago.</li><li>"The Iron Claw": The acclaimed 2023 film about the tragic Von Erich wrestling dynasty is now available to stream.</li></ul><a target="_blank" href="https://www.businessinsider.com/best-tv-shows-movies-streaming-netflix-apple-max-may-10-24">See the full list</a><h2 id="425d8c55-3b60-434f-a06d-eecc06bd4d66">More of this week's top reads:</h2><ul><li>I moved to Montana after <a target="_blank" href="https://www.businessinsider.com/montana-transplant-priced-out-of-california-housing-yellowstone-2024-5">getting priced out of California</a>.</li><li>"Baby Reindeer" viewers <a target="_blank" href="https://www.businessinsider.com/baby-reindeer-real-stalker-martha-scott-true-crime-psychologist-2024-5">tracked down "the real Martha Scott."</a></li><li>These four types of ultra-processed foods were <a target="_blank" href="https://www.businessinsider.com/ultra-processed-foods-linked-early-death-study-2024-5">linked to death in a study</a>.</li><li>A reporter followed Snap Inc. CEO Evan Spiegel's <a target="_blank" href="https://www.businessinsider.com/evan-spiegel-snap-ceo-morning-routine-review-2024-5">morning routine for a week</a>.</li><li>I took a 20-minute <a target="_blank" href="https://www.businessinsider.com/took-ferry-from-europe-to-asia-one-dollar-istanbul-2024-5">ferry ride from Europe to Asia for $1</a>.</li><li>Miss USA and Miss Teen USA stepped down. <a target="_blank" href="https://www.businessinsider.com/miss-usa-pageant-controversy-timeline-2023-9">Here's a timeline of the drama</a>.</li><li>Ten fat-loss lessons from a woman <a target="_blank" href="https://www.businessinsider.com/fat-loss-lessons-learned-woman-lost-55-pounds-walking-tips-2024-5">who lost 55 pounds</a>.</li><li>Five Caribbean islands to visit and two to skip, <a target="_blank" href="https://www.businessinsider.com/caribbean-islands-to-visit-places-to-skip-from-frequent-traveler">according to a frequent traveler</a>.</li><li>Emily Oster says parents should focus on <a target="_blank" href="https://www.businessinsider.com/emily-oster-explains-what-parents-really-should-worry-about-2024-5">raising independent kids.</a></li><li>The benefits of an AmEx card — despite <a target="_blank" href="https://www.businessinsider.com/american-express-platinum-card-perks-annual-fee-worth-it-2024-5">its hefty annual fees</a>.</li><li>How to live a long, healthy life <a target="_blank" href="https://www.businessinsider.com/equinox-40000-membership-optimize-longevity-health-years-2024-5">without Equinox's new $40,000 membership</a>.The Insider Today team: <a target="_blank" href="https://www.businessinsider.com/author/joi-marie-mckenzie">Joi-Marie McKenzie</a>, editor-in-chief, in New York. <a target="_blank" href="https://www.businessinsider.com/author/jordan-parker-erb">Jordan Parker Erb</a>, editor, in New York. <a target="_blank" href="https://www.businessinsider.com/author/dan-defrancesco">Dan DeFrancesco</a>, deputy editor and anchor, in New York. <a target="_blank" href="https://www.businessinsider.com/author/lisa-ryan">Lisa Ryan</a>, executive editor, in New York.</li></ul>

Insider Today: Hair transplants in Istanbul

<ul class="summary-list"><li>I competed on season nine of <a href="https://www.insider.com/great-british-baking-show-contestants-on-bad-things-about-series">"The Great British Bake Off,"</a> and I lasted three weeks in the tent.</li><li>In my first week on the show, I met the 11 incredible bakers I'd be sharing the journey with.</li></ul>When I competed on <a href="https://www.insider.com/shows-to-watch-if-you-like-great-british-baking-show">"The Great British Bake Off"</a> in 2018, I had no idea what I was in for. I made it through three golden weeks on season nine of the show, and now I'm sharing <a href="https://www.insider.com/contestants-on-what-its-like-to-be-on-bake-off-secrets">what really happens</a> in Britain's most sought-after tent.Read on for my experience applying for the show and competing on week one: Biscuit Week. <h2>After weeks of interviews and evaluations, I landed a spot in the beloved tent</h2>I moved to London from the South of India just two years before I went on "<keyword id="8453508" type="UNKNOWN" weightage="60" keywordseo="bake-off" source="Orion">Bake Off</keyword>," so I really wasn't well acquainted with the show or English culture in general.An ex of mine actually applied for me as a surprise because of my love for <keyword id="11894142" type="UNKNOWN" weightage="60" keywordseo="food" source="Orion">food</keyword> and my interest in baking — then, just like magic, I was in that tent of dreams.The production company reads thousands of applications (filled with personal stories, baking experience, photos, etc.) and makes numerous phone calls for the first round. The <a href="https://www.insider.com/what-the-bake-off-application-is-really-like">rigorous application process</a> takes weeks of interviews and a psych test to see if you can handle the pressure — this stuff was top-notch solid.I was in the sunny Canary Islands sunbathing (suns out, buns out sort of situation) when I got my first call. <h2>I walked in with little practice, and I was completely unprepared for what was to come</h2><div type="image" title="antony's show-stopper bake from week one season 9 of great british bake off" height="1614" width="2152" msid="88036086" hostid="261"></div>Week one in the tent is really special. You move into a hotel for an extended four-day weekend and meet the other 11 talented home bakers who make the episodes special.While us bakers were getting acquainted (introducing ourselves, speaking about our baking practice, and discussing our plans for the upcoming 10 weeks), there I was having only practiced my biscuits for week one. Everything else I made the next two weeks was just dreams put on paper."On your marks, get set, bake," they said. But I wasn't set, and the baking was questionable.For reference, bakers were given the themes for all 10 weeks of challenges to create recipes for the signatures (the first challenge every week) and show-stoppers (the four- to five-hour masterpiece challenge). The <a href="https://www.insider.com/trying-technical-bakes-from-the-great-british-baking-show-2020">technical challenge</a> each week was a complete surprise.Ideas for the two known challenges had to be submitted in advance, and there I was creating these dreamy recipes like an elephant-head biryani pie and a gravity-defying zip line coming down from a mountain of bread — neither of which I actually practiced beforehand.I still remember telling my plans to one of the contestants, Ruby Bhogal, who's become like family in London. She was blown away by my dreams, and I think she thought she shouldn't give away all her <keyword id="12154089" type="UNKNOWN" weightage="60" keywordseo="secrets" source="Orion">secrets</keyword> because I might be great competition.In 2018, there were <a href="https://www.insider.com/former-contestants-on-great-british-baking-show-diversity-issues">three Indian bakers in the tent</a>, me, Ruby, and Rahul Mandal (the eventual winner), and some of our plans ended up being similar. There was biryani, butter chicken, and spice (cardamom being the favorite), almost like an Indian masala bake-off. <h2>Everything was a secret during filming, so I worked as a banker during the week and baked all weekend</h2><div type="image" title="antony crossing his fingers in front of a mixer on great british bake off season 9" height="1614" width="2152" msid="88036087" hostid="261"></div>Confidentiality was key until the season's bakers were publicly announced, and the production company made sure of this. I still remember getting cryptic messages such as "meet us at 11:15 at this station and person X will come pick you up."You weren't allowed to share any details, and phones weren't allowed for the period of filming.The filming was all done over the weekends as some of us in the tent also had full-time jobs (like me) or kids to juggle. Our social media was also closely watched by <a href="https://www.insider.com/great-british-baking-show-how-producers-make-series-more-dramatic">the production team</a>, so there was no meeting other bakers in public and making a public display/social-media post.Ruby, Briony Williams, Imelda McCarron, and I surely broke this rule and got told off several times.<h2>The tent was a dream, but there's so much happening behind the scenes that viewers don't see</h2><div type="image" title="antony season 9" height="1501" width="2002" msid="88036088" hostid="261"></div>Our year was filmed at Welford Park, a beautiful estate with beds of snowdrops and green pastures — just scenic and dreamy.The tent looks massive on television, but it really isn't that big. And guess how many people are in that tent during filming? There's at least a 100-member crew operating cameras, sound, lights, and more.Yet all you see on television is 12 bakers having a chat with <a href="https://www.insider.com/contestants-on-what-great-british-baking-show-judges-and-hosts-are-like">two judges and two hosts</a>, magic isn't it?You may notice that aside from a few wide views of the tent, all the shots are pointing outward. That's because an army of actual superstars from Love Productions is creating the warm, cozy show in the aisle.It's intense because you get thrown into an experience you have zero knowledge about — an unfamiliar kitchen set-up, camera people and producers in your face, the judges with their very judgemental eyes and comments (though I must say both Paul Hollywood and Prue Leith are a dream), and the hosts trying to pull stunts to keep you calm (Noel Fielding was a laugh and Sandi Toksvig is just a beautiful person who was helpful in calming Rahul down).My only wish was to not get kicked out that first week, and thankfully I succeeded. So that's week one downloaded for you. Follow along as I fill you in on more memories, gossip, and spicy details from the tent.But until then ...Here are 3 things I wish I knew before going on the show:1. I should've read up a bit more about classical British bakes.The technical for the first week was Paul's favorite childhood biscuits, Wagon Wheels, a crisp shortbread sandwiched with marshmallow and raspberry jam and coated with tempered chocolate.I had no idea what these were, and they sure hadn't reached India. I still remember mine being one big sloppy mess.2. It would've been helpful to be better acquainted with British television and media.After doing the show, you get a lot of opportunities to connect within the British media industry.I walked into every event totally clueless on who's who and expected people to introduce themselves, which I think a few took offense to. So goodbye to networking and getting famous.3. I really wish I took a break from my day job as a bankerI burnt out very quickly working a full day at a bank and practicing bakes all night long, only to wake up early to hit the road again.Antony was on "<keyword id="12273466" type="UNKNOWN" weightage="60" keywordseo="the-great-british-bake-off" source="Orion">The Great British Bake Off</keyword>." If you were on or worked on a reality-TV show and would be interested in being paid to write about your experience, email pdifiore [at] insider.com.

I competed on 'The Great British Baking Show' with very little practice. Here's what week one was really like.

Recently, Society Tea launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’. Conceptualized by Ogilvy, the campaign revolves around every Indian’s love for cinema and chai. Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a campaign of its own. The Shemaroo Outdoor goes on to agree with Society Tea outdoor to say, ‘Toh masala chai ke saath ek masala movie ho jaye?’. While this campaign between Society and Shemaroo was more like a friendly reply, there have many numerous instances where brands have taken on each other. <keyword id="25952" type="CITY" weightage="20" keywordseo="Mercedes-Benz">Mercedes-Benz</keyword> CEO Dieter Zetsche retired from his post recently, after leading the car manufacturer for 12 years. And while the world spoke about Zetsche’s stepping down, an ad spot by BMW, paying tribute to Zetsche went viral. BMW released a video, bidding farewell to Zetsche, which people might argue is a very nice gesture. The ‘heartwarming’ ad sports a Zetsche look-alike who is seen saying goodbye to colleagues at Mercedes-Benz, returning his ID and then seen leaving for home. The ad ends by saying, ‘Thank you, Dieter Zetsche, for so many years of inspiring competition.’ However, BMW brilliantly adds itself to the spot when they show the character zooming off in a BMW car with the words ‘Free at last’ on the screen, in the last frame seconds of the ad. The ad ticked all the right boxes, it felt like a genuinely heartfelt tribute, while also being smart advertising. However, while people initially lauded BMW for being humble and raising a toast to the CEO of a rival brand, many others later pointed out that the last shot, where Zetsche is seen driving out in a flashy BMW car makes the ad cheeky and not really as heartfelt as most people were making it out to be. <div type="Youtube" id="9rx7-ec0p0A" title="Retirement is about exploring your wide open future." thumbUrl="https://i.ytimg.com/vi/9rx7-ec0p0A/mqdefault.jpg"></div>
 <keyword id="1440186" type="PERSON" weightage="20" keywordseo="competitive-marketing">Competitive marketing</keyword> isn’t really a new phenomenon. For years, rival brands have engaged in guerilla advertising, calling each other out and pulling each other down, in an attempt at achieving one-upmanship. For consumers, it is entertainment, where competing brands end up engaging in pun wars, which can be very witty at most times. Closer home, we came across a few examples of competitive marketing when smartphone manufacturer Xiaomi took a dig at rival brand OnePlus. OnePlus has been putting in some big bucks to promote its latest offering OnePlus 7. It recently roped in Hollywood actor Robert Downey Junior as its face and has been marketing its new phone aggressively. Looking at this as an opportunity, Xiaomi came up with an OOH campaign and placed it right beside OnePlus hoardings with the punchline, ‘Starkly Superior To The Lastest One’, clearly taking a dig at OnePlus. The images were tweeted by Xiaomi India Head, Manu Kumar Jain, and the Twitterverse was quick to notice this, which were shared across platforms widely. <div type="twitter" handle="manukumarjain" handlename="Manu Kumar Jain" image="http://pbs.twimg.com/profile_images/1097747771208040448/8ds587oq_normal.jpg" favoritecount="6767" retweetcount="792" status="&quot;Starkly superior to the latest one!&quot; +1 if you liked these punny ads! 🤓😁 #RedmiK20 and #RedmiK20Pro coming soon!… https://t.co/EVejqmkGRW" createdat="1559458989000" id="1135079389446647811"></div>
 About a month back, Oven Story came up with a series of videos where they promoted their pizza offerings while also poking fun at some of its well-established rivals like Pizza Hut and Domino’s. <div type="Youtube" id="01lS-9YAtqs" title="Oven Story Pizza, ye to #NextLevelCheese hai! III 40sec" thumbUrl="https://i.ytimg.com/vi/01lS-9YAtqs/mqdefault.jpg"></div>
 European lager beer brand Beck’s Ice too launched a digital film that took a direct dig at competitor Kingfisher, the ad implied that its competitor’s beer was not as smooth as Beck’s Ice. <keyword id="33542" type="COMPANY" weightage="20" keywordseo="Burger-King">Burger King</keyword> recently also took its competitive advertising to a different level when it launched an Augmented Reality campaign where it asked people to ‘burn’ its competitor’s ads, and get a Whopper in exchange. <div type="twitter" handle="Ogilvy" handlename="Ogilvy" image="http://pbs.twimg.com/profile_images/1134818095279878146/uHppwvz7_normal.png" favoritecount="4482" retweetcount="4543" status="Title: Burn That Ad Client: Burger King Agency: @DAVID_SaoPaulo_ For their latest campaign, Burger King entices cu… https://t.co/HZSysvXWMs" createdat="1553090752000" id="1108369063951126528"></div>
 In the past too, we have seen some big brands engaging in competitive marketing. Who can forget the Cola wars in India in the 90’s? Or the campaign where Times of India came out with a video, pulling the Hindu down while launching in Chennai, which was dominated by the Hindu. The Hindu also later came out with a campaign titled, ‘Stay Ahead With The Hindu’. Both the campaigns were widely spoken about, despite it being before the time of social media. <div type="Youtube" id="_-qUnFZa6PM" title="TOI CHENNAI EDITION WAKE UP!" thumbUrl="https://i.ytimg.com/vi/_-qUnFZa6PM/mqdefault.jpg"></div>
 <div type="Youtube" id="OT3xeaWVINA" title="Stay ahead with THE HINDU" thumbUrl="https://i.ytimg.com/vi/OT3xeaWVINA/mqdefault.jpg"></div>
 Competitive marketing has an obvious advantage. It makes people sit up and notice. In the age of social media, anything that is a little different from regular communications generates a lot of chatter. Speaking about how brands can stand to gain, <keyword id="873832" type="PERSON" weightage="20" keywordseo="Saurabh-Uboweja">Saurabh Uboweja</keyword> Chief Executive Officer Brands of Desire management consulting firm says, “Competitive marketing is a powerful tool if used intelligently. It brings unforced attention, creates dialogue around your brand and establishes your superiority over your adversary.” Since the advent of social media, coming up with campaigns like this has also become common because a lot can be said in just one post. This also makes it cost-effective. Says N Chandramouli, CEO, TRA, “Guerrilla marketing or competitive advertising is usually low cost and usually piggybacks on a larger advertising campaign. It’s like a judo move, where you use the weight of the opponent against them. It becomes good conversation, and is usually remembered for a long time.” He further adds, “If done well, ads like this can be extremely effective. It brings the competing brand into the consumer consciousness, if it is well executed.” However, many also believe it is a double edged sword. Adds Uboweja, “It is sometimes confused with plain or crass sloganeering and may backfire as a result, making a brand appear desperate for attention.” Agreeing to Uboweja, Karthik Srinivasan, Independent Brand Strategist says, “Brands need to be very careful while coming up with campaigns like this. Campaigns go viral when they evoke a strong emotion in viewers, that emotion can be positive, negative, humor or disgust.” Sharing an example when two brands engaged in competitive advertising, while not putting each other down, Srinivasan says, “When Boeing turned 100 back in 2016, Airbus came up with a video thanking the former for the healthy competition. Similarly, Boeing came up with a video to wish Airbus a happy 50th birthday. In both the cases, the brands kept the snide-ness at the minimal. However, that also meant these videos were not as widely shared as the others.” <div type="Youtube" id="xWaTjYpczKQ" title="One thing to say to Boeing" thumbUrl="https://i.ytimg.com/vi/xWaTjYpczKQ/mqdefault.jpg"></div>
 <div type="Youtube" id="5j3ob0CfH9I" title="Airbus, We're Glad You're Here" thumbUrl="https://i.ytimg.com/vi/5j3ob0CfH9I/mqdefault.jpg"></div>
 While brands do capture a lot of eyeballs for campaigns like these, they can also face a backlash, making it critical for brands to be very careful. Srinivasan explains, “People only share content like this when they feel strongly. And it’s not a very good idea to do that on a back of a strong negative emotion. In case of Xiaomi, they pulled OnePlus’ legs but the next time they fall short in some regard, people will pull Xiaomi down too. Brand need to realize that a piece of communication can also evoke a positive emotion and such creatives can also do well with consumers, if the campaigns are executed well.”

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