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Humour is back: Ashish Patil, Yash Raj Films

Humour is back: Ashish Patil, Yash Raj Films

Author | Pallavi Srivastava | Monday, Nov 28,2011 7:37 AM

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Humour is back: Ashish Patil, Yash Raj Films

This was perhaps the only session at Pitch CMO Summit 201 where the speaker preferred to convey his thoughts to the audience through video clips rather than textual slides, and we thoroughly enjoyed it.

At Pitch CMO Summit 201, Ashish Patil, Business & Creative Head, Y-Films, Vice-President, Yash Raj Films started his presentation with the national anthem rendered by a rock band. That set the ball rolling for his session on ‘understanding and connecting with the youth.’ Explaining about today’s youth, Ashish quoted one of his favorite singers – Sheryl Crow – “All I wanna do is have some fun.”

Personalization, impatience, instant gratification, un-licensed thrills and MEtopia are some of the common traits of the younger crowd. They are the ‘right here – right now’ generation who want things fast, who want to be famous and prefer humor at the cost of others. “Cinema, cricket and curry” are the three big marketing mediums but cinema’s role has evolved from the heydays, when the angry young man was the focus.

“Humour is back,” says Ashish, “especially at the cost of others,” he adds wryly. The elements of romance have also changed, he says. Obsessive intensity, casual-dating and break-ups are the new factors and entertainments are cashing onto it through reality shows revolving around these.

On a different perspective, music too has different meaning for the new generation. “How are you experiencing music visually is more important now,” he says while spontaneously referring to the latest YouTube hit ‘Why this Kolaveri Di’. For the uninitiated, the rough video shot of the song recording with crazy lyrics has already crossed 43 lakh hits in a week.

Talking about the digital space, he mentions that the new meeting and dating ground is not the café but the online space. He refers to the latest movie from the Y-Films stable – ‘Mujhse Fraaandship Karoge’, which revolves around the concept of Facebook and social networking.

 

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