welcome to yet another edition of v!be.

issue #19

In his book "India Unbound", Gurcharan Das rants about an "emerging", financially strong India; yet ironically all the financial figures in his book are in dollars (converted from the rupee). While a hundred reasons can be argued for it, this shows that we are still a slave to the dollar.

It is really a shame for us all that development and progress has become synonymous with blindly aping the west. Having "missed" the industrial revolution, we desperately jumped onto the IT/BPO bandwagon in a hurry, without a thought to the future.

We have stopped all enquiry into the fundamental sciences and engineering and are happy to be cyber-coolies at the mercy of rich outsourcing nations. What when India starts losing out to other Asian(South-East) countries on this front and finds that she has also lost out on her industrial/academic competencies?

In tune with this mad gold-rush, our core competencies of spirituality, philosophy, art and cultural heritage have all gone for a toss. Regional literature, drama forms, concerts have all been replaced by late night clubbing and Hollywood SFX.

All that remains of newspapers today are Page 3 and Job postings- the rest is trashed. With every third person an IT professional and every sixth one an MBA (not to mention every single person's dream of becoming one of these), the time is near when we will be teaching our children Perl or C# as their primary language in school!

While there's nothing wrong with "living for the moment", it leaves us a whole lot vulnerable to the future and while everyone cannot be expected to ponder on this, I really hope we have at least a few thinkers to save the day when the time of reckoning finally arrives.


issue #18

Indian advertising is going through a sea-change these days. Ads have always
been ahead of the race in terms of creativity, quality of content and execution
with respect to the film and television industry and have in fact shaped the
nature of movies and serials. Still, in the past few months, Indian ads have
turned sleekier, whackier (Pepsi's Oye bubbly's singing navels) and more bold
(the recent Kwality Walls ad) than ever before!

Of course add to that the new avenues that companies are taking to advertise
their products. Pepsi has come out with a whole album with its ad jingle and the
'song' even features in a countdown show! ( Speaking of countdown shows, it was
a welcome change to find the theme music from the movie Black listed along with
regular bollywood numbers...the times are really a'changing. )

Jumping onto the bandwagon, tv soaps are also featuring their theme songs on
music channels as singles and albums which are climbing the charts! Further on,
the movie Kaal has tied up with a nature channel to broadcast a special show on
it's theme - the jungle; a wonderful way of riding on each other's popularity.(A
year back whoever would have thought of a Bollywood movie being featured on a
nature channel?).

To top it all up, talks are on for a new tv channel devoted to just ads!
Wonder what they will feature during the breaks!

All in all the Indian ad world is a happening place right now.


PS: This week on vibe- shorts | rags2riches | victuals | critique

issue #17 (celebrations!)

Very few of us have noticed that VIBE has turned sweet sixteen with last week's
issue. That surely calls for a celebration! (I mean who can ever forget their heady sixteenth year?!)

So we at vibe plan to come out with a "best of vibe" downloadable pdf - a collection of vibe articles,poems and stories as selected by you, our readers- with added graphics and articles.

Please help us in selecting THE BEST by putting in your comments on which
articles,stories etc. from previous issues you would like included in this special pdf issue.

You have this whole week to savour the Vibe experience in a flashback and voice your choice.
We also hope to include your comments on the magazine.

Do write in at vibeindia[at]yahoo[dot]com

Thanks a lot for being with us.

PS: check out the movie review (The Ring 2) for this week at critique.


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