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Channel [V] refuses to become a ‘Bakra’ in ‘Darna Mana Hai’
MUMBAI: It is a classic case of ambush marketing by not even paying for an in-film placement. MTV has again made its ace rival Channel [V] a ‘bakra’ by stealing a march through a bonanza in the form of a ‘natural brand placement as part of the storyline’ in Ramgopal Varma’s latest film Darna Mana Hai directed by Prawal Raman.
Channel [V] has been credited as being the official partner (barter) of the film Darna Mana Hai released on 25 July 2003 and its VJs Sameera Reddy, Gaurav Kapoor (brilliant portrayal) and Peeya Rai Chowdhury portray important roles in the film. However, brand MTV managed to go much more mileage than brand Channel [V] that is not directly mentioned within the story line (although MTV is…).
In one of the stories (the film has been advertised as ‘six stories with a common ending’), Bollywood star Nana Patekar tries to make teenage idol Vivek Oberoi an MTV ‘bakra’. The scene even has a confused Oberoi asking Patekar about the whereabouts of MTV VJ Cyrus Broacha. Patekar replies ‘tongue-in-cheek’ and points out that “Broacha has become pretty well-known and therefore not used!”.
Channel [V] content and communication vice president Keertan Adyanthaya however says: “It is a case of a mountain being made out of a molehill. We had been informed by the film makers of the story which had an incidental mention of MTV Bakra and it wasn’t a problem with us as Varma corporation always has a touch of reality and current events as part of their movies.”
Adyanthaya also takes a dig at his rival’s programme by saying: “If you’ve watched the movie, you will discover that the story ends with a reference in jest towards the show saying that their VJ is ‘purana’. That, if I’m not mistaken is not an endorsement for the show, nor is it a positive reference to the same. In fact the death of the VJ Nana Patekar in the climax of that story symbolises the death of the so-called show.”
When questioned about ‘ambush marketing’, Adyanthaya says: “I always thought ambush marketing is when you actually design and surprise your rival, but in this case, we were aware of the story and they weren’t. I think it’s actually the other way around, because the story actually shows the trouble you can get into when you make “bakra’s” out of people. It’s in keeping with our promo campaign which is on air, which say’s ‘Violence breeds violence’.”
Channel [V] will forge more such alliances in the future. “The promotional task was to tie up with Varma corporation for the purposes of marketing the movie and it has worked brilliantly for both parties. We are looking forward to more such tie-ups with the Hindi Film industry and are in the process of tying up with the best. In any case, our VJ – Gaurav Kapoor was an integral part of the movie and essayed a great role (as your report says) and got a lot of screen time. Our guest VJ and current [v] Goddess Sameera Reddy was again one of the main protagonists,” says Adyanthaya.
Leo Entertainment officials confirm that MTV had not done any product placement and the scene is an integral part of the script that was finalised much before Channel [V] was chosen as the official media partner.
The film, however, has other brands placements – such as Nestle, Pepsi, Thums Up and Britannia. The brands have been brilliantly placed within the storyline and merge with the flow of on-screen happenings. Leo Burnett India division Leo Entertainment has conceptualised the entire campaign for the film.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
