From The Editor’s Desk

Diwali was here and there was light and plenty of it at

GIM. The warmth, the songs, the laughter and the

firecrackers drowning out the longing of being at home

because we have made this place home.

The reasons to celebrate this festival are many. Be it the

significance of Lord Ram returning to Ayodhya, with his

bro and wife in tow after a successful search and rescue

operation. In south India the celebrations focus on the

slaying of Narakasura by Lord Krishna. It has special

significance in Jainism too with Lord Mahavira, the last of

the Jain Tirthankars of this era, attaining Nirvana.

On this day our country is truly illuminated in the world,

visible from space, our happiness and splendour is there

for the Gods to see! From the expensive fire crackers

burst outside palatial houses to a single

diya lit outside a fragile slum dwelling, every fragment of

light and spec of colour adds to the celebration.

The happiness and richness of the festival cannot be

measured by the amount of ghee that goes into sweet

preparations or the amount of firecrackers bought over

those few days. See it in the gratification of a worker who

gets a bonus in pay, in the optimism and hope of people

who expect better fortunes no matter what their current

condition is or find it in the glow on smiling faces that reflect

the collective happiness in the atmosphere and an outlet to

the inner glow within.

We bring you some colour and plenty of light in this

edition...chuckle along with Lokesh as he brings you his poem

“Bheja Fry at B School”. Recount how it started with ‘College

ka Pehla Din’ by Parth. A beautiful article on friends, ‘I’ll be

there for you’ by Meeta wins author of the month. In our

Gurukool section we have Professor Vinay Goyal speaking

about his love for Indore food among other things. We have

‘Cultural Diversity’ by Shriya and Meeta. Hungry? Prachi

teaches us how to make Parle G cake. Hop in with Aniruddha

as he takes you from Chandigarh to Manali with the second

part of our special series ‘On The Road’. Someone who doesn’t

want his/her name revealed has left us a beautiful poem in

‘I’m lost’. We have Music, Book and Movie reccos. We have

‘Krazzie Krafts’ for people who love using their fingers

creatively. ‘Movie Marketing’ by Faraz and Saahil will enlighten

you over how 3 Idiots and Chennai Express made those

billions. Shwetank and Ajinkya have sent in pictures for

‘Captured’. ‘In thing’ will keep you updated on all the colourful

happenings in the past month. Poorva tells you where to head

off to this weekend in her new section ‘When In Rome’.

Happy reading people!

Team Kshitiz

COLLEGE KA PEHLA DIN

Karodon baarish ki boondon ke beech

laakhon sapno ko bunte dekha,

Kuch hairaan pareshaan ajnabi chehron ko

apne saathi chunte dekha,

Manzilein hain, raaste hain, honsle hai,

ummeedein hai inke dilon mein,

Ki har chehre pe ek ehsaas dekha,

ek chota sa khwaab dekha

aur kuch khaas dekha...…

Parth Saxena

PGP1

BHEJA FRY AT B-SCHOOL

Din dhalte dhalte badh gaya assignment ka bojh,

Aur dimag kahin nazar na aaya shuru ki maine uski khoj.

Sar ke dhakkan ko pyar se khola,

Andar rakhe dimag ko dhyan se tatola,

Bade hi taish aur khunas mein dimag bola,

Chal jaldi se sar ka dhakan gira,

Waise hi bahut tension hai mera sar mat phira.

Raat bhar notes aur assgmment kara ke thaka deta hai,

Aur din din bhar apne lecture suna ke pakka deta hai.

Bhai aaj toh sunday hai chain se sone de

Hasna toh bhul hi chuka hoon kam se kam sukun se rone de.

Maine bola kyun sunu main teri tu koi mera pehla pyar nahi

hai,

Khud se kar lunga har kaam tumhari mujhe darkar nahi hai

Hans ke wo bola, ja mujhe pata hai ki dar dar ki thokre

khayega.

Phir aur kahin nahi tu laut ke yahin aayega,

Uski baatein sun ke mujhe apni galti ka ehsaas hua,

Agar dimag se liya panga toh samjho mera vinash hua.

Acche grades lene mein yahi tera sath nibhayega,

Isse liya panga toh bhaiya downgrade ho jayega.

By Lokesh Kumar

I'M LOST

Away from my concrete jungle,

Amidst Sahayadris of Goa, I'm Lost

From rat race of Mumbai,

To cut throat competition in GIM, I'm Lost

Away from my comfortable life,

To surviving each day as it comes by, I'm Lost

From solace of life,

To race against time, I'm Lost

Away from my known universe,

Confined to one smartphone, I'm Lost

From those I give a damn carefree days,

To always behave in 'professional' ways, I'm Lost

Away from my near and dear ones,

With new fellow strangers calling themselves friends, I'm Lost

From being boisterous and loud,

To just sitting with head bowed, I'm Lost

Away from my gang and groups,

To living each day alone, I'm Lost

From those laughter and madness filled times with bros,

To sobbing in bed alone, I'm Lost

Away from people who could sense my pulse,

To people who ignore loudest cry for help, I'm Lost

From people who I could die for,

To people who could stab you in back for grades, I'm Lost

Away from cool breeze of Marine Drive,

Into the serene beaches of Goa to splash and dive, I'm Lost

From typical Mumbaikar's roadside snacks,

To eating in elite shacks, I'm Lost

Away from people who always wanted to do crazy things,

Amidst people who just want to sit and drink, I'm Lost

From once in a blue moon lighted stuff,

To now smoking puff after puff, I'm Lost

Away from that polluted air,

To watching night sky full of lighted flair, I'm Lost

From that maddening city traffic,

To zooming in these empty lanes like maverick, I'm Lost

Away from the things that are part of my life,

I have a best buddy bike which is whole-heartedly mine,

It is trustworthy and never lets me down,

Always help me when I want to run away and get Lost !!

- By Anonymous

A DIFFERENT VIEW OF

CULTURAL DIVERSITY

Cultural diversity is having a heart and a mind that acknowledges,

accepts, values, and even celebrates the various ways that people

live and interact in the world. Even with our various cultural dif-

ferences - we all aspire for many of the same things: security, well

-being, acceptance, individualism, esteem, and some form of equi-

ty, whether it's physical, spiritual or emotional. All of us talk

about and know the problems that are faced due to cultural diver-

sity but most of us don’t look at why it is important in all organi-

sations across the world. So let’s see why cultural diversity is im-

portant and what aspects of it are actually helpful and exciting in-

stead of being problematic.

All of us meet various people from all walks of life but none of us

resent it. Instead we enjoy the diversity and delve into different

beliefs, food, language, clothing, etc. At every workplace we see

people enthusiastically sharing each other’s food delicacies and

tiffin because they want to experience different tastes of different

cultures. You will always see people trying to learn the language

that their friends speak. We celebrate all festivals and try to grasp

their significance. The recent festival of janmashtami celebrated

in our college is the proof that people from all cultures and back-

grounds are enthusiastic about all celebrations.

There were a lot of people who had never before

experienced dahi handi and they got a chance to

do so because of the cultural mix.

A cultural mix also gives enjoyment of diverse

clothing styles. An associable example is how we

all love to wear chaniya cholis for dandiya and

garba during the festival of navratre! Almost every state has a par-

ticular form of traditional clothing which can help you expand

your fashion horizons. In fact, by mixing various dressing styles is

how the world famous fashion designers come up with new cloth-

ing lines.

Not just food and clothing but also the different forms of dance

and music intrigue and enrich our lives. A north-indian who

knows kathak discovers bharatnatayam, kuchipudi, etc only by in-

teracting with people from the southern parts. Music is no differ-

ent. The fusion of western and classical music has brought a re-

markable genre for generations to come.

Most people are keen to learn about different cultures and tradi-

tions. Today’s generation tries to overcome the blind cultural be-

liefs and instead understand the relevance and importance of each

religious practice. By learning of the various religions we discover

the similarity in the significance of religious preaching.

Let us look into the corporate part of it as well. If a company has a

reputation for accepting and respecting employees from different

cultural backgrounds, it can attract and retain the best work force

in the world. It can get skills of both domestic as well as interna-

tional work force.

Cultural diversity goes beyond language, geography and religion. It

also includes factors like age. Being open to a younger force or a

laissez fairer style leadership which gives the young educated

blood the freedom to use their knowledge and ideas and surely

take an organisation places.

Further, having a lingual diversity of work force can work wonders

to help market your products by maintaining amiable relationships

with distributors across the country. Employees well versed with

various languages also helps in creating rapport with customers

and dealers and help to learn about theirs preferences and griev-

ances.

Cultural diversity includes gender diversity as well. It has been

proven that women make better managers then men. Having a

workforce which uses the best of both worlds can lead their organi-

sations to new heights.

When people from different ethnic backgrounds, culture, language,

age, education come together, it enhances the organisation’s prob-

lem solving capacity. It generates a pool of multiple solutions and

ideas. Workplace diversity is now recognized for this crucial role in

effective-problem solving.

So it seems that cultural diversity is all good.

BEWARE. Cultural diversity is a double edged

sword. If ineffectively implemented, cultural

diversity can turn into a bane as well. The

organisation has to accept and respect the

diversity of the work force. Gone are the days

when the melting point assumption worked.

If people of various backgrounds and preferences are brought to-

gether in a situation, they might not adapt naturally. External help

from the organisation is required.

An excellent example for the same is google. Googlers come from all

over the world and from every background which brings unique ex-

periences and perspectives to their work. At the end of the day, it’s

Googlers who make Google one of Fortune Magazine’s “100 Best

Companies to Work for. Google has its google employee resource

groups, black googler network, women@google vetnet: the google

veterans network, etc. which helps employees adapt to the diverse

cultural and work there with all vigour.

Moreover, diversity helps us improve our level of tolerance and re-

duces rigidity in beliefs as all of us have experienced for ourselves.

Meeting people with different thinking helps us widen our thought

horizons.

Diversity is not just background but also age, education, economic

background, gender, physical appearance and even sexual orienta-

tion! Cultural diversity is based on the idea that cultural identities

should not be discarded or ignored, but rather maintained and val-

ued. The foundation of this belief is that every culture and race has

made a substantial contribution to evolution of man.

By Meeta Sheth and Shriya Agrawal

Gurukool

Dr.Vinay Goyal

Q:How are you feeling about getting the title of warden? What are the responsibilities that come along with the role?

A: It’s a challenging opportunity because you face a different aspect of students. When you are teaching you have a completely different relationship and association with students and when you are warden you have a completely different type of role. Whether I am happy or not that is a different question but it is a challenging opportunity so as far as the feeling is concerned I am always positive about whatever role and responsibility I get.

Q:How do you manage your personal and professional life with your family living back in Indore?

A:Unfortunately Goa is a place where the school education is not up to the mark as places like Indore. My daughter is in 9th class and my son is in 7th class so to ensure that their quality of schooling is good I have to make sure that my family stay in Indore. It’s one of the most turbulent tasks when you have your kids and family staying away from you. Definitely you miss them but modern technology and internet with Skype, hangout, etc help me to be in touch with them.

Q:What according to you differenti-ates MBA from other specialised finance courses like CFA and CA?

A: CA and CFA are more of technicalities. A CA is typically a person who makes sure that the accounting rules are followed. He will know the technicalities of preparing a balance sheet and will make sure that the financial reports are true and fair. A CS is making sure that the regulatory norm and company laws are followed. As far as MBAs are concerned they have a totally different job so you cannot compare both. Managers are people sitting at the leadership position where they are taking decisions. CAs are usually the backhand people and MBAs are generally the front hand people.

Q: Which course or degree gave you the maximum knowledge that is helpful to you now?

A:Maybe CA has contributed most to my knowledge and then definitely Ph.D. is helpful if you want to come into academics. CA is more of knowledge base and Ph.D. is more of research base so both are required for teaching.

Q:Why did you choose teaching as a profession because a person of your qualifications has many doors open?

A: I worked for around 4 years in banking and around 2 years in a finan-cial position but maybe teaching is hereditary because my father was a teacher, my grandfather was a professor and so is my wife so probably it’s that which brought me here. In academics people come by 3 ways – by chance, by choice or by compulsion. Compulsion is when you don’t get any job and you come into teaching, chance is when you have op-tions and you think academics is a better option and third is choice where you make your free choice to teach. I be-lieve I am here by choice and not by chance or compulsion.

Q:Do you think students in GIM should participate more in extra-curricular activities or should they focus more on academics?

A:You have to balance between both. In MBA peer learning is the most important part so when there is case study or problem solv-ing then it has to be more in hostels rather than in class room. Extra-curricular activities help you to learn how to work in teams. Once you will enter the corporate world there may be people who you may not get along with. To adhere and adjust with that situation you may learn through extracurricular activities.

Q:What are the special food delicacies of Indore?

A: Indore is known for its food and it is one of the best places to eat. You do not get the same taste of food there in this part of the country. I am trying to develop my cooking skills for the first time in my life. When I have classes I eat in the mess. But Indore I def-initely miss because the variety of food that you get there is not available here. The only variety of food that is not available in In-dore is sea food but since I am a pure vegetarian sea food also does not excite me.

Q:Which is one of the topics that you feel is most important for finance students according to you?

A:You cannot classify any single topic that is important as far as finance and accounting is concerned. You need to segre-gate the topic of finance into various clusters and see which cluster you want to enter. There is investment banking, quant, cost accounting, derivatives, IFRS, reporting standards, mer-gers and acquisition etc. so you cannot choose any one topic but you need to recognize which cluster you want to enter.

That's just, like, your opinion, man

Amadeus

Amadeus is not a movie about Mozart. Amadeus is a story about the envy that

brings about an untimely end of Mozart. The composer Salieri, played by F.

Murray Abraham, was contemporary with the musical genius Mozart. In his

own might, Salieri was a talented composer but he was never as fondly admired

as Wolfgang Amadeus Mozart. Mozart, played by Tom Hulce, was a child prodi-

gy, he was an unparalleled genius. He was born to create music like no one else.

He was everything that Salieri wanted to become.

The film opens with the bitter, old and sagging Salieri trying to kill himself and

later being confined to an asylum. A priest offers Salieri to confess everything

before him so as to seek God’s forgiveness. Salieri asks the priest whether he

knows who he is, to which the priest says that all men are equal in God’s eyes.

“Are they?” replies the old man with his eyes lighting up in a devilish sparkle.

Right at that moment, you realize that this is no ordinary movie; this is going to

be something special!

Who knows it better than Salieri that all men are not equal in the eyes of God?

Salieri was a model of virtue, chaste and dedicated towards the only thing he

loved in the world – music. Mozart was a total contrast and yet better talented

than Salieri in almost every aspect.

Salieri resented Mozart from the very first day. Though Mozart was greatly ad-

mired and enjoyed a better popularity than any of his fellow composers, suc-

cess eluded him, owing largely to his eccentric behaviour and not to mention,

his irritatingly freakish laughter! The bizarre character of Mozart brings to fore

the age old fact that the greatest genius comes packed with an element of ec-

centricity. Unlike Salieri who was totally devoted to his art, Mozart had a care-

free attitude towards music. Where Salieri would intensely create a rhythm,

Mozart would effortlessly create a melody. Mozart knew that he was the best

and that instilled in him a sense of arrogance. He would insolently refute any-

one who criticized his music or character, not even sparing the king at times.

The most brilliant part and the highlight of the film is when Mozart, on his

deathbed, is dictating notes to Salieri. Mozart is inadvertently composing the

requiem for his own mass. In his dying hours, he is obsessed with finishing the

requiem. Both Abraham and Hulce are outstandingly brilliant in these final mo-

ments of Mozart’s life. Salieri is so overcome with the genius of Mozart that he

wants to extract out of him that one last melody, that one last perfect piece of

music, that last voice of God. Salieri intends to play the requiem at Mozart’s

own mass, thus making a cruel joke on God. Mozart scripted his own end, quite

literally!

God exacts his revenge on Salieri. He grows old to see himself get lost in oblivi-

on. Mozart’s popularity increases after his death while Salieri’s music grows

fainter.

Jeffery Jones as the emperor Joseph deserves a special mention here. His hu-

mor is almost too subtle, making a funny face at times or that look of confusion

over Mozart’s seemingly ungracious behaviour! Abraham is perhaps one of the

finest actors that cinema has been blessed with. The very few scenes of his

portrayal of the bitter old Salieri narrating his hate-love story with Mozart are

an absolute pleasure to watch. Though the ‘champion of mediocrity’ in the

movie, Abraham comes out and delivers a Mozart-esque performance!

There is something strange about this movie in the fact that it does not look

like it was made back in the 80s. The movie looks fresh and very much a film of

the present decade. I say that as a compliment to director Milos Forman. The

18th century Vienna, shot in Prague has been remarkably captured through the

operas and carriages, the beautiful costumes and the home interiors. The mu-

sic had to be brilliant as it was all of Mozart’s!

Amadeus is cinematic brilliance. It is a masterpiece that has an intoxicating nar-

rative groundwork. If not with anything else, you are sure to fall in love with

Mozart’s music.

<insert a howling high pitched laughter here>

Kshitiz Rating

*****

I’ll be there for you!

Every time I hear this song (it’s my ringtone, so pretty of-

ten) something instantly tugs at my heart and I want to go grab my friends into a bear hug.

And why just me, I am sure every one of you have had a barrel of monkeys (let’s face it, we

all think our friends are a peculiar species of langoors designed especially for us) who have

always managed to bring a smile on your face when there are tears in your eyes.

These langoors know you inside out, they complete your sentences, steal your thoughts and put

words in your mouth. If there is someone who can write a book that would want you to go into

exile, they are the ones. They always pull your leg when with others (especially when you

are around your crushes). They know what makes you click and what makes you tick (which

they deliberately do, frequently). They sympathise with you and empathise with you. They

kick you in your shins when you behave like an air head. They give you the strength to face

the world and fight it out. A smile and laugh with them makes the entire day seem suddenly

glorious. If they are by your side you know you will see

even the toughest times through.

There is a line in this song that goes:

Your mother warned you there'd be days like these

Oh but she didn't tell you when the world has brought

you down to your knees that...

I'll be there for you…..

When everything goes down south, and I mean everything, these monkeys change the direction

and take you north. They hold ‘interventions’ for you when they feel you are stuck in a

quagmire and have lost the courage to toe the line and take the necessary decision. There will

always be a friend who will tell you (in a very colourful language) what a moron you are and

to suck it up and then there is that one friend who would be the epitome of patience and

understanding (to a point of annoyance at times) and would walk you through that thorny path.

You need them both, so that you stop being a sissy and so that you get the support that you

crave when the world stands against you.

You might not always be on the same page with them. You disagree, fight it out, annoy each

other, get on each other’s nerve but this only makes your bond stronger because some friend-

ships are meant to last a life time giving you the time of your life. Hell, you change the page

you are on to on the same page with them. Because finally it is the book that matters. The

book that is your life. Which becomes boringly black on white with no pictures and colours

without them being there to annoy you, irritate you, love you…

It is difficult to find those genuine knuckle heads but once you do, never let them go. Cherish

them. It might not always be easy but all troubles are worthwhile. They are an extended

family, the ones who will be there to hold your hand and lend a

shoulder when you need it the most and the ones who will be

there to laugh with you and celebrate with you. They will

stick by you through the good and the bad, the ups and the

downs, the thick and the thin. Because, Jaane Kyun Dil Jaanta

Hai Tu Hai Toh I'll Be All Right!

Meeta Sheth

PGP1

Movie Marketing – The Express Way To Reach The Masses

Theatrical trailers is generally the first step in promoting a movie to its target audience. The usual trend observed is that starting up to a year before the release of a major movie, distributors run movie trailers that are meticulously edited and audience-tested. These trailers start creating a substantial amount of buzz about the upcoming movie gradually. Basic essence of this approach is that moviegoers get a taste of the backdrop of the movie, concept originality, satirical and humorous punches involved, laughing dose, special effects and plot twists of the studio's upcoming releases, while leaving them craving for more. This specific art form is usually handled by special trailer production houses.

Another movie marketing strategy is that once the initial trailers eventually hit the theatres, the movie studio launches an official website for the film. Typical movie websites allow visitors to view multiple versions of the trailer, watch behind-the-scene interviews and mini-documentaries, read plot synopses, download cell-phone ringtones and desktop wallpapers, play games, and chat in forums and even pre-order tickets. The official movie website is only the beginning of a much larger internet marketing campaign.

Gradually as the release date of the film draws closer, movie marketers make their best efforts so as to get gigantic press coverage in newspapers, magazines and on entertainment TV shows. The main movie publicity tactic is something called as a press junket. At a press junket, journalists, entertainment reporters and movie critics are flown out to a special location for a day or two to interview the stars and creators of the film. The actors, directors and screenwriters sit in separate rooms and the reporters are brought in one by one to ask their questions.

Press junkets are highly controlled environments wherein interviews are often attended by a publicist, who make sure interviews never veer from positive topics [source: Rosenbaum]. If you've ever seen a TV interview with an actor sitting in front of a poster of their movie, that's from a press junket.

Weeks before the movie opens nationwide, the promotions department starts an all-out publicity blitz. The idea is to bombard the public with so many images and promos for the movie that it becomes a ‘can't miss’ event. Movie marketers start plastering the sides of buses with huge ads, place bill-boards all around the city, run tons of teaser trailers on TV, place full-page ads in major newspapers and magazines, and the movie's stars show up on all of the major talk shows and reality TV shows.

The internet is proving to be a significant prime spot for these publicity blitz-es. Promoters can place rich, interactive ads on the websites most trafficked by their target audience. They can also release behind-the-scenes clips, bloopers and other viral videos on video-sharing sites like YouTube. Or they can release different media clips and let the fans create their own trailers.

Another popular strategy is to use highly visible product tie-ins and corporate partnerships. In the weeks leading up to the release of "How the Grinch Stole Christmas," images of the green Grinch appeared on packages of Oreos, box-es of Froot Loops and cans of Sprite. Even the United States Postal Service got into the act, stamping letters with special "Happy Who-lidays!" messages [source: Finnigan]. For marketing children's movies, the Holy Grail is getting promotional goodies in McDonald's Happy Meals.

One final movie marketing strategy is the publicity stunt, an orchestrated me-dia event where someone does something incredibly silly, dangerous or spec-tacular to draw further attention to the opening of the movie. An example is when the promoters of "The Simpsons Movie" transformed dozens of nation-wide 7-Eleven convenience stores into replicas of Springfield's own Kwik-E Mart [source: Keegan].

Growing Importance of Movie Marketing

One of the biggest Damp Squibs in terms of Box office performance has been Andaz Apna Apna. A comedy drama film that had an excellent director, two of the biggest stars and a wonderful storyline but failed to catch the attention of audiences across the country. One of the reasons for Andaz Apna Apna's Box office failure can be attributed to the lack of movie marketing strategies in those days (1994). New marketing channels have evolved within the last dec-ade which can propel even a below average film into a blockbuster. There is no one particular strategy to make a film work among the masses but a plethora of ways in which production houses and actors go about promoting their films. Here we discuss about some of the highest grossing films in India and their suc-cessful marketing strategies. Unsurprisingly, all these films except 3 Idiots were made or released after 2009. These facts don't mean that scripts and films have improved over the last four years. It only goes to show the fact that movie mar-keting has reached to another level with the advent of new marketing strate-gies.

Chennai Express

It's quite easy to attribute the success of Chennai Express to just one man: Shah Rukh Khan (King Khan). There is no doubt that Shah Rukh Khan was a big factor in making Chennai Express reach out to the masses but King Khan alone was not responsible for its unprecedented success. One of the most innovative strategies adopted in recent times, Chennai Express launched a platform run-ning game based on the film developed by Disney UTV's digital wing, titled

Chennai Express: Escape from Rameshwaram. The game takes the player on a roller-coaster ride where he has to fight off goons and dodge obstacles like trucks, buses, cars, coconut carts, etc. to collect more than 10,000 coins so as to unlock Deepika Padukone's game avatar. The game app tapped the huge po-tential of mobile game lovers. The film also released in many languages and different posters were designed in different languages. A new line of sarees was launched just before the release of the film having designs similar to Deepika's saree in the film. Perhaps the best marketing move to attract Tamil audiences was to introduce an item song named ‘Lungi Dance’ which was particularly tar-geted at Rajnikanth fans.

3 Idiots

One of best marketed films in Indian Cinema's history, Aamir Khan went all guns blazing in promoting this movie about three college students. The filmmakers tied up with online gaming firm Zapak to develop an Alternate Real-ity game on idiotsacademy.com. Participants in these games interacted directly with characters in the game, worked with other participants to solve challeng-es, analysed the story and stayed connected on email, telephones, and the in-ternet. Participants in the game got two weeks to track him down. A vague and rather unique strategy adopted by Aamir Khan was to keep the audiences guessing about his whereabouts in various parts of the country based on the storyline of the movie. His journey was captured by various news channels and entertainment websites which was akin to free publicity for the film. During his journey, he visited Bhopal, Gujarat, Varanasi, Kolkata and Mahabalipuram.

A Facebook profile “Aamir the Pucca Idiot” was created, a page that would be controlled and updated entirely by Khan. It became a talking point because it was the first time an Indian celebrity had given his fans an opportunity to inter-act directly with himself. The filmmakers also adopted a strategy of painting walls of washroom in multiplexes with slogans such as 'You are the fourth Idiot. Chairs shaped like hips placed in the lounge area of multiplexes caught the attention of moviegoers. Printed Stickers saying capacity: 3 Idiots were especial-ly designed for Rickshaws in various cities.

In an increasingly competitive scenario, focus is on reaching the multi-crore fin-ish line when it comes to revenue within a short span. This is predominantly turning out to be film's most significant virtue. In this era of excessive commer-cialization of movies, emphasis is on generating more moolah and not on show-casing realistic cinema. Movie marketing seems to be the most critical need of the hour and that is why production houses and people associated with eventu-ally making the movie blindly follow the strategy of paid previews, aggressive star promotions and a hike in ticket prices. These factors are consequently turn-ing out to be the best bet for film-makers. Movie makers should leverage their product’s strengths and provide content so that their target audience can take from one channel and share wherever they wish. This could be the best cross-channel movie marketing.

Innovative methodologies like guerrilla marketing of movies is also getting pragmatically popular as people are able to relate to the movies to a greater extent. One good example of this is Kung Fu Panda shown as if he is actually breaking a glass.

Movie marketing is laden with innovation and the urge to rake in more money is driving the production & media houses to come up with out of the league methods to promote their movies. This seemingly light entertainment industry is actually a very serious business where fate is decided every Friday, million-aires are born every week , success stories are made on a 70 mm screen and stars develop a cult status.

This entry submitted by Faraz Ahmad and Saahil Sharma of PGP1 was selected for the final round of ‘Mark It’, a paper presentation competition organised by LIBA.

By Shwetank Shrivastava

(on one of his CSR visits to Old Goa)

By Ajinkya Desai at Disney Land, HongKong

MY JOURNEY TO LADAKH

There should be some way of preserving your expectations of a place. If it’s the first time that you’re visiting a place, you create a picture of how it would look like and unless you’re a good painter, there’s no way you can preserve that precious image.

Day 3 – 22nd June - Chandigarh - Manali

Manali is roughly 300kms from Chandigarh and there are more than one ways of reaching it. There probably is a road that leads to Manali via Shimla but we decided to travel the shorter route, via Bilaspur - Mandi highway. The Dehradun-Chandigarh road doesn’t offer you any picturesque locations and the only breaks you take are those which are necessary to provide rest to your sore bum or to attend to the call of nature. The road from Chandigarh to Manali is a treat to your eyes. An ideal start to the trip should be at 5am. This gives you ample time to slow down, stop and appreciate the raw beauty of Himachal. This is for all those who plan to ride to Ladakh. Always take a lot of time to tie your luggage to the bike. Carry as many ropes and jumper cables as you can and make sure there’s enough place for you to sit on the bike and the luggage is tied together strongly so that it doesn’t push you every time you ride a bumpy road. AC had done my luggage while riding from Dehradun, so it was turn to do it on my own now, and I pretty much screwed it, to the effect that the luggage would come tumbling forward every time we hit a bumpy road or took a sharp turn. It is so damn irritating, once that happens, because it takes half an hour to tie the luggage and you don’t want to untie it and start all over again. We packed our bags and were out on the road by 7am. The petrol tanks were filled to the brim and the beautifully laid roads of Punjab awaited us. The road was mostly straight, barring a diversion where we turned left and the straight road led to Shimla. Around 50kms on the road, we decided to have breakfast in a small town called ‘Nalagarh’. An Aloo Paratha with curd and sabji cost only Rs 10 here. What year was this?! I had 3 parathas and AC had 2 with 2 cups of chai. Soon I would discover that I was traveling with a monster that could drink 20 cups of tea every day!

We decided to cover around 100kms till the next break and soon found ourselves cruising to speeds of over 100kmph on a 4 lane highway. The happiness did not last long though. The roads got all bumpy and curvy as soon as we entered Himachal Pradesh and a nightmarish traffic halted us much before the 100kms we had planned to cover in that stretch. There’s something strange with those roads, I tell you. The moment you mention to each other how awesome the roads are, there, you jinx it! Within 5 minutes you are bound to hit a bad patch. There must have been 200-300 trucks all lined up, waiting to move forward. We cut our way through those trucks, sometimes going off-road and sometimes overtaking from the wrong side. Up ahead, the traffic had started moving slowly and this is where I made my first mistake of the trip. A truck just ahead of me was trying to overtake a truck ahead of it and as soon as it changed lanes and sped forward in an attempt to overtake the other truck, I raced ahead and found myself in a bad spot just to the left of this truck. Seconds later, the truck driver probably realized that he would not be able to overtake the other truck and tried to get back to his original spot, which was rightfully his. Those were a nervous 5-10 seconds that I negotiated with that truck driver, who obviously was pretty pissed off by then and was howling abuses at me. After having done more than 25000kms on your bike, you have a fair idea of how much clearance you would need in a situation like this, but with your luggage bulging out, you should never take that risk. A single touch could have spelt doom. Lesson learnt. Minutes later, while *properly* overtaking the truck, I apologized for my mistake. Before noon, we had reached Swarghat, which required careful negotiation with hundreds of trucks and buses. There were a couple of hiccups here and there but nothing too major. I would be lying if I said I wasn’t scared. There wasn’t much to see here and all I remember of this place is a typical village bus stand. AC went across the road to buy a cold drink and I sat on the road to comfort my bum, recollecting the near fatal attempt to cut through those trucks. He returned with a bottle of ‘Nimbooz Masala Soda’ which tasted like goat piss.

Next we stopped at Bilaspur, which was at a distance of around 40kms from Swarghat. It was past noon, very hot and we were lured by a sugarcane juice stall next to the road. AC had three glasses there and I had two. The second glass was a mistake. It made me want to poop. You see, riding tough terrains isn’t the only thing that’s difficult on a trip like this. Riding long distances especially during the summers is a curse because you have to double your liquid intake and this usually results in the unwanted call of nature. A road from Bilaspur leads to Dharamsala and the other one to Manali. Dharamsala should be roughly 150kms from Bilaspur. In another two hours, and within time for lunch, we reached a place called Sundernagar. We stopped at the very first dhaba we saw on the road. We had done almost 180kms and were about 120kms away from the destination. To say the truth, we were dead tired and could have dozed off just at the sight of a bed. After much consideration, I ordered a couple of Aloo Parathas and AC ordered Paneer Parathas. That one Paratha was the size of three and it took us ages to finish two. Followed by a glass of Lassi, I was in desperate need of a toilet. The dhaba owner instructed me to check out the toilets in the basement. There were three toilets. I opened each door to check which one was the cleanest. God damn sons of bitches leaving their shit to rot in the toilets. I thought of going back upstairs but I couldn’t carry on like this. I had to poop and so I gathered courage, filled a bucket of water, flushed one of the toilets and relieved myself. Phew.

The next stop was a displeasing one. We were somewhere around Mandi when it started pouring just all of a sudden. By the time we found cover, we were almost drenched. We can never quite forget the restaurant outside which we had sought refuge. It was called ‘Dear and Dears Restaurant’! This was also the place where AC and I had our first argument! I asked him to take out his SLR to click a picture. He, perhaps too pissed at the fact that rain had played spoilsport, replied that there was nothing worth capturing here. I said, “tere paas woh nazar nahi hai”! This really set him on fire and we argued like 12 year olds! We argued a lot more on the trip but this is just part and parcel of traveling together with friends.

The journey is long and gruelling, the time away from the comfort of our beds and the care of our families makes us bitter, but only those pass the test, who, at the end of the day, order two cups of chai and call it truce! As the rain mellowed down into a light drizzle, we started riding again. Just a few kilometers down the road, we were joined by the river Beas, which would accompany us all the way to Manali. We stopped and clicked a couple of pictures next to Beas, which is probably the one of the roughest rivers I’ve ever seen. It was full of rocks and the water looked uncontrollable. Most of our further journeys involved riding next to rivers. This was probably because rivers lead us from one town to another and most people in the ancient times preferred settling next to rivers. Okay, I have no clue what I’m talking about. These are just random thoughts I had on the road and are extremely tough to put on paper! Now somewhere on the outskirts of Mandi, there are two major attractions.

First is this huge dam called the Pandoh Dam. Water gushing out of it looked absolutely beautiful! Gallons and gallons of pure white water jetting out and splashing around and settling calmly on the corners. From up on the road it looked like we were watching something in super slow motion, only that it was so real. Since it was still drizzling and the clouds made it look well past evening, we decided to ride on. Manali was about 90kms away.

Few kilometers down the road, we met a group of bikers, evidently coming down from Leh. They had those Buddhist flags tied to their bikes. Each of those riders gave us the ‘thumbs up’ which I felt was an awesome gesture of brotherhood! It is most certainly to wish each other luck on the road and also a means of appreciating the effort that it takes to ride to Ladakh. From then on, we made it a point to wave to all our fellow riders. I won’t say that it is a ritual and not everyone does it. It is just something that comes from inside. You just do it. In an instant you create a relationship with someone you will never meet and in an instant it’s all over, the road lies ahead of you. The second attraction was this tunnel called the ‘Mandi Dwar’. Cold, damp and dark inside, I always feel like getting through a tunnel as fast as possible. But this one just wouldn’t end. It was the longest I had been inside a tunnel and there was a lot of traffic inside. I felt AC zoom past me but I was not sure whether it was him. The traffic kind of slowed down inside and it took all the more time for the tunnel to end. Am I the only one here who is scared of tunnels? C’mon! “There’s always light at the end of a tunnel”, they say, probably because tunnels signify dark times. The screeching, echoing sounds of horns weren’t helping either. Finally, after say 5 minutes, I was out of the tunnel. AC was out there, waiting for me. I looked back to check the length of the tunnel. It read 2800 meters. Such long tunnels are technological marvels but I still have my reservations about them. Cutting through a moun-tain must definitely have its ecological costs. What with all the cars and pollu-tion and the noise pollution, can the mountains take all this?

Random Trivia: India is building one of the highest road tunnels of the world, under the Rohtang Pass, which would be about 8.8kms long. It would cut short the distance between Manali and Keylong by 60kms and by almost 6 hours. Thank you, sir, I would prefer riding the Rohtang La any day over an 8.8km long tunnel. The other side of the tunnel was a completely different place. The river was still flowing with us, but the roads were narrower and you could easily see how the mountains were cut to build the roads. We had a ceiling of rock right above us. To the naked eye, it looked like the trucks would not be able to pass through but the rocks were too high, just dangling above us. Manali was very close and I could feel it, only that it was still too far away!

The stretch from this tunnel to Kullu must have been about 35-40kms. The roads were narrow and the traffic was too much at times, but we still managed to cover the distance in good time. We took a bridge that eventually helped us bypass Kullu town. From the bridge we could see the confluence of two rivers, one with bluish water and the other with muddy water. Almost 250kms had been covered. Throughout the journey, the distance milestones had been pretty misleading. ‘Manali 30kms’ would suddenly be only 18kms away and then back to 31. So we rode on, counting kilometer after kilometer, too sore to feel pain.

That thing I talked about drawing a mental image of a place before actually visiting it. Well, forget that. This was nothing like what I had imagined. We had apparently reached the entrance of Manali. There must have been a thousand cars, all lined up, waiting to get inside. There was a toll booth where all outside vehicles were supposed to pay ‘green tax’. What is with all the hill stations naming their main roads as ‘Mall Road’? And what is with all the Indians hogging the ‘Mall Road’ as if it was the end of the world and all they had to do was shop before death struck? It was too overcrowded for my liking. Worse still, we had to look for a hotel. Every hotel room, every guest house in Manali seemed to be taken. Someone told us that there would be rooms on the other side of the river. This other side was like a bad dream come true. It was a steep slope and the traffic was moving inch by inch. We still had no clue whether we would actually get a room on this road. AC suggested that we go back to the main road and look for rooms in Old Manali. I was in a terrible spot between two cars and there wasn’t space enough for me to turn back. I somehow managed strength to get off the bike, lift it a little with the help of the side stand and turn it around. I just wanted a bed and I wanted it badly. Back on the main road, a couple of guys told us that they could help us get a room. We went with them to Old Manali and negotiated with the owner of the hotel, who apparently, was also some kind of an artist, painting designs and figures on the walls of the roof-top restaurant when we disturbed him. We didn’t quite like the room and he was quoting way too much. We saw two other rooms and finally settled for a room in ‘Hotel River View’ for Rs 770 a day. We untied the luggage, parked our bikes at a suitable spot and crashed into the bed. The geyser in the bathroom was all rusted and looked like it would fall off any moment. Also, the switch was fixed horizontally, so that we could never quite know whether it was ON or OFF! But we were not complaining. Beas was flowing right in front of the hotel. You could hear it. In the dark distance, I could see a big mountain right across the river. We had made it to Manali! Next in line - Pardeep Bhai's awesome momos and getting to know the Rohtang La.

Aniruddha Khosla

PGP1

Parle G Cake

Ingredients:

Two packets of Parle G biscuits

One cup hot milk

Four spoons of cocoa powder

Seven spoons of sugar

One packet Eno

Steps:

1.Mix the ingredients till they form a perfect paste

2. Grease a microwave safe bowl and pour the above mix into it and

microwave it for seven minutes

3. You can use gems/dry fruits/ chocolate for icing

By Prachi Varma

Music Matters: Top 5 Songs of the Month!

A Sufi track with depth of an ocean. Hear it twice and you won’t

stop the repeat mode. Addictive like anything!

A party number with brains and attitude. All the intellectuals grab

on this number! Sweetness of teenage mixed with adult craziness

defines the song.

One word for this song. It’s a Gem. Shantanu Moitra composes his

heart out. Perfect lyrics, soothing arrangements heals all your pain

and makes you fall in deep-deep relaxation. Take a Bow!

For all the party animals, the rough song of the season is here! A

song so catchy that you won’t stop dancing and making moves once

it starts! Go for it.

The magic of Papon’s voice is hard to ignore. Philosophy at its best

and the music takes the song to a level where all you can do is fall

in love with this masterpiece.

These goofy monsters will clamp their teeth onto any-

thing! If you have some small scrap pieces of wood and

wooden clothespins, how about making these fun

monster hangers for your room? Plywood is ideal but a

strong cardboard could also be used instead of wood,

for hanging light items only. They can ‘bite’ lots of

lightweight objects and will help tidy up!

Monster Bites

Krazzie Krafts

What You Need:

a scrap piece of wood

or strong cardboard

handsaw or craft

knife

clothespin

wood glue

pencil and paint

HOW TO MAKE THE CLOTHESPIN MONSTER HANGERS:

Monster Bites

1. Place the clothespin on the wooden sheet or cardboard and draw

around it with a pencil. This will be a nose and the clamping end the tooth.

Draw a shape of a face around it and cut out to the size you want. We

made 4.7 inch (12 cm) square shapes but it can be anything!

3. Draw a fun monster face with a

pencil. The end of the clothespin

will be a tooth of the monster and

the rest will be a nose.

HOW TO MAKE THE CLOTHESPIN MONSTER HANGERS:

Monster Bites

4. Paint the monster face and the

clothespin. Place the clothespin on

the board and draw a line where it

will be a tooth, then paint the tooth

part white. See the photos closely

5. Glue the nose (clothespin) to

the face with strong wood glue.

6. Now the monster ‘tooth’ can

‘bite’ and hold many light weight

objects! Mount them on the wall

and enjoy!

When in Rome…

Do as the Romans do, and when in Goa why not try to learn about them?

And no, the culture of Goa isn’t restricted to Baga, Mambos, Titos and

Anjuna, quite contrarily you’ll hardly find any Goans there. This Goan is

going to give you a checklist of must do things in Goa, let’s see how many

you can cross off by the end of the year. However while visiting these places

remember that you are a welcome guest, so treat them with respect. I’ve

included pictures I’ve taken so you know I’m not exaggerating and directions

are easily available with Google Maps or you can just ask on your way.

St. Estevam Fort

Located in the island Village of Jua in Tiswadi Taluka of Goa. The fort was

originally built during the reign of Adil Shah of Bijapur during 1498-1510

and later strengthened by the Portuguese during their period of occupation

of the territory.

The fort lost relevance once Old Goa was abandoned in the mid-18th century

and also with the annexation of the adjoining territories by the Portuguese

which extended the territorial border further. You can also visit the St. Es-

tevam church while you’re there.

Distance from GIM, Sanquelim 15.9km

Distance from GIM, Ribandar 17km

Ancestral Goa, Loutolim

Commonly known as ‘Big Foot’, this open air museum recreates Goan

rural life as it was a hundred years ago. It encompasses an art gallery, a

handicraft center, a spring, a bird habitat, a spice yard, a rubber planta-

tion and the largest known laterite sculpture of Mirabai(This has been

cited in the Limca book of records for being the longest laterite sculp-

ture in India.). With pre-recorded messages that play as you walk along

the miniature houses, the entire experience is delightful.

While you’re at Big Foot visit Jila bakery which is known all over Goa for its

famous chocolate éclairs, but make sure you place an order(in the morning)

before going there as the sell like hot cakes.

Still not convinced? Check out the site, it’s quite informative;

http://www.ancestralgoa.com

Distance from GIM, Sanquelim 36.9km

Distance from GIM, Ribandar 28.6km

Chapora Fort, Vagator

This fort, commonly known as the “Dil Chahta Hai Fort’ (call it that out

loud and Goans around you will grumble ‘bhingta’ under their breath) sits

across the Chapora river. This location was previously the site of another fort.

The present fort was built in 1717, replacing the older one. The Hindu ruler of

Pernem, the Maharaja of Sawantwadi who was an old enemy of the

Portuguese held the fort for two years after it fell to the Marathas in 1739 in

its first test. When Goa's border moved northwards with the acquisition of

Pernem as part of the New Conquests, the fort lost its military significance

towards the end of the century.

Inside the fort, the church, once dedicated to St. Anthony, has disappeared

and only a few signs exist of the barracks and housing that once filled this

vast area. It is a pleasant place to wander that offers a fantastic view.

Distance from GIM, Sanquelim 38.2km

Distance from GIM, Ribandar 23.3km

(View of the Chapora Fort) (View from the Chapora Fort)

Cabo de Rama Fort, Canacona

Named after Lord Rama, this is one of the oldest forts in Goa, built before

the arrival of the Portuguese. With the historic significance related with its

name, Cabo de Rama has a mythological legend that Lord Rama accompanied

by his wife Sita took refuge here during his exile from Ayodhya for 14 years.

The Portuguese claimed the Cabo de Rama Fort after defeating the Raja of

Soonda and renovated it subsequently.

In the past, the fort has switched hands between Hindu and Muslim mon-

archs and the Portuguese and witnessed many battles. The present rickety

structure with turrets and rusty cannons is a leftover of the Portuguese rule.

The Portuguese equipped it with 21 guns and military barracks, as well as

commandant quarters and a chapel. Later, the fort housed a government

prison till 1955 and was abandoned again. Inside the Fort, there is the church

of Santo Antonio which is in excellent condition and is still used by devotees.

The fort provides a majestic view of the entire length of Colva beach and the

Canacona stretch.

Distance from GIM, Sanquelim 72.1km Distance from GIM, Ribandar 60.4km

Corjuem Fort, Aldona

The original occupiers of this Fort were the Bhonsles from the Sawantwadi

State. Under the Portuguese Viceroy Caetano de Mello e Castro, the control

of the fort came under Portuguese India's administration. The fort was subse-

quently rebuilt by the Portuguese to boost up defenses along Panjim. In the

early 1800s, the fort was used as a Military School and defended the town of

Corjuem and also had a chapel under the parochial church of Aldona.

The fort also has an interesting incident in which an ambitious Portuguese

woman named Ursula e Lancastre, who determined to see the man's world,

dressed like a man and travelled the world. She landed up at Corjuem as a sol-

dier but was later captured and stripped.

Distance from GIM, Sanquelim 18.2km

Distance from GIM, Ribandar 23.1km

Well that’s it for now,

see you next month, happy travelling :-)

Poorva Vernekar

PGP2

THE BOOKIE

Inferno - Dan Brown

Whether you’re a Dan Brown fan or not this thriller is an absolute page turner.

The protagonist, Robert Langdon, an academic teaching at Howard, races

across Italy as his own government hunts him while he tries to battle short

term memory loss to figure out why is he hunted. Rich in history, twists in the

plot and amazing facts, ‘Inferno’ will set your mind and imagination on fire!

The Krishna Key - Ashwin Sanghvi

Ashwin Sanghvi merges rich Indian Mythology and scientific facts and data to

bring together a novel that will make you scramble to the Google search box

once you finish it. Is there a Bloodline of Lord Krishna that exists? Secrets, facts

about the city of Dwarka! The mysteries of the Taj Mahal and more all

uncovered here.

And the Mountains Echoed – Khaled Hosseini

It’s tough to review a novel this rich, the beautifully echoing situations, the

heart tugging and varied takes on family, poverty, beauty and honesty, the

transformation of emotions into physical ailments. Instead we’ll just leave you

with a couple of quotes from the book....

“A story is like a moving train: no matter where you hop on-board, you are

bound to reach your destination sooner or later.”

“Some people feel unhappiness the way others love: privately, intensely, and

without recourse.”

To Kill a Mockingbird - Harper Lee

To Kill a Mockingbird is one of those books that almost everyone reads at some

point in their lives. Whether you've been forced to read it at school, or you've

had a look because everyone's been urging you to, most people have their own

personal experience of reading Mockingbird. The theme of morals is apparent

throughout the whole novel, especially in relation to religion and perception of

sin.

Regional Interact

GIM witnessed jugalbandhi between

the Dandiya Night and Bengali Bhog.

Respective volunteers took up door to

door sales, selling the event coupons,

exhibiting marketing skills and com-

peting for buyers. A night with vibrant

music, finger licking Gujrati cuisine and people

playing dandiya in Punjabi style. The unlimited

Gulab Jamun crowd puller phenomenon wit-

nessed consumption of about 2150 gulab

jamuns. The next day belonged to the Bongs,

who made our canteen look unrecognisable

with a large queue and unimaginable enthusi-

asm to eat (not seen till now). Diwali Fiesta

Wowww is the word!!! Two days of Diwali at

GIM were filled with so much activity, fun and

excitement that to every student GIM felt a

second home away from home. Colourful

lights had not only lit up the entire campus

but all the hostel rooms were sparkling clean,

and blossomed with lights and decorations.

We witnessed creativity at its boom!! Never

before had we seen such excitement from the

‘boys’ to see ‘decorations’. There was a buzz

everywhere about the ongoing competitions and events that includ-

ed the Colourful Rangolis, Antakshari, the fashion show- Panache,

and a lot more.

In Thing !!!

Series Mania

Ala-Carte “The good Samaritan”

SAC GBM

So it’s “that” time of the year

when there is an episode rush of

series. Day in and day out, there

are requests on Facebook to

share the latest episodes of all

the famous English soaps and

series like How I Met your Mother,

White Collar, Suits, Big bang theory,

Modern Family and everyone’s fa-

vourite Games of Throne…and

‘Vampire Dairies’ for the girls…

Kudos to the health club of GIM, to bring

about such a colossal change in the menu

style. They brought in the ‘guardian angel’-

Ala carte system along with the option of

Mini meals that turned out to be a lot lighter

on our pockets. While the ala- carte is heavi-

er on our stomachs but a treat to our taste

buds. But there is a price to see this guardian angel with queues resembling

those found at the temple at Shirdi to finally get a darshan of your food!

We had the funniest GBM of all times with some ‘unique’

Do’s and Don’ts that had us all in splits at every pause be-

tween the lines. Also giving us some guidelines like “do

what you can in 2 hours” and “use the commode, not the

basin and definitely not the window!”

Have a story, poem, essay, painting, cartoon, song or absolutely anything under the sun that you want to share with the entire college? Tell us! We’ll be only too happy to give you a platform to do so! What’s better is that you stand a chance of winning some cool goodies!

Drop us a mail at

kshitiz@gim.ac.in

A Or Call a KZ A

Aniruddha 7507301860

Vipul 9923752013

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