Originally posted by: indi52
dear mr gupta,
if what hetal believes is accurate, and you are really going to be reading this thread, thanks for that.
a look at your cv tells me you were with hindustan lever in the '90s. i am a copywriter and was with hta in '95 working on the close up account for close to a year and a half. interesting times. mr mukul deoras, who i have great respect for, mr tarun (i think, gupta), and a mr sanjay gupta comprised the core brand team. it was tough working on the account and yet a fantastic place to learn about advertising.
mr gupta, iss pyaar ko kya naam doon? despite that question mark is a rare product. no question. yes, it is a daily soap, but thanks to a mix which is impossible to deconstruct fully, it has beauty, and indescribable magic in it. this product has the possibilities of being a cult like star trek and friends. and i do not exaggerate here.
i have never ever been a soap watcher. in fact, the only reason i subscribed to indian channels was to get a sense of india as my years abroad stretched longer. i missed home. i turned on the tv, saw the song and dance and melodrama for a bit, wondering at the ghastly costumes and bizarre story lines, just getting a short dose of india the day seemed to require. and switched off.
then came ipkknd. it was barun sobti that got me in. but the story that wrapped right around and held me tight. 12 midnight the day's episode would be aired. i'd be up, watch, then watch repeatedly on youtube, sometimes till 3 am.
you can imagine my consternation at my own behaviour. this is not how a 52 year old woman, who is from advertising, and hates tv, in fact sort of considers it infra dig, acts.
and yet i was there, night after night.
still here.
this is a rare rare product for a channel.
at its heart, asr/barun sobti, kkg/sanaya irani, their chemistry, ved raj/gautam hegde and team's writing, raju singh's music, arshad khan/lalit mohan's direction. tagline: rabba vey.
the most key ingredients: barun, sanaya, chemistry. put it anywhere, it will say ipkknd and it will work.
for the last six months almost the story has gone all over the place. horrible cuts, jumps, amnesia. we have screamed and shouted. but still we are here.
games, insult, stonewalling, from first production house, then your organisation, nothing has stopped us.
you have viewers from around the world who are often highly educated professionals with no dirth of "life," whose friends and family have openly laughed at this fascination and yet they don't budge. my friends love to tell me about my midlife crisis. then go on to speak of how they are reading fifty shades of gray.
that came from another fabulous product which connected with millions: twilight.
you should see the fiction coming out of this forum. 8,000 pages on india-forums itself for ipkknd. na bole tum of colors has 380 odd pages, yet that audience got the ear of the channel. season 2.
not my place to tell you how you should keep iss pyaar ko jya naam doon? up and running. but please don't end it. and don't let anyone but barun play asr. if he needs a long break, all of us will stay tuned and wait for him as we did last year.
this has such potential, this simple smart clean stylish serial with a funny undeniable depth. please see that. sense its possibilities as a brand, a winner and save ipkknd. a request: do please release a dvd set and a music cd. this one is worth keeping. and watching again and again.
thanks for your time. i never could write short copy.
best regards
indrani robbins
Kyunki Saas Bhi Kabhi Bahu Thi 2
