logo
When the show doesn't go on

When the show doesn't go on

And Just Like That… the lacklustre sequel to the occasionally cringey but famously pathbreaking show of the early 2000s, Sex and the City, has abruptly ended. For the uninitiated, SATC was about trendy, independent women discovering a wry dynamic, that ambition and success meant the pool of men confident enough to date them was incredibly small. But hidden behind the glamour of designer Manolo Blahniks' and contrived pink cocktails, the show had many moments of clarity. It raised important questions on the conundrums we all face, the endless frustrations of relationships, evil bosses and careers that wither. SATC worked because it was honest.
Contrast that with AJLT, a farcically dishonest, desperate appeal to Gen Z, by the way of implausibly woke narratives and randomly placed gay and racially diverse characters. It's like the producer was terrified of every critic who ever said SATC was too white, too rich or too straight and was determined to course correct. After six seasons of SATC and two agonising movies flogging the same tired story, AJLT was wringing the last drop of water from the proverbial stone. It finally fell apart with the bizarre reboot of an indelible character — a raging heterosexual, inexplicably declared a late-in-life lesbian and lo and behold, involved with a nun. There are limits to the audiences' flight of imagination and this outrageous turn didn't ring true. Ratings dwindled.
Undoubtedly, there's a small minority of enlightened liberals valiantly living outside of conventional boundaries and God bless them. Thanks to Instagram, abstract topics of gender non-conformism and non-binary people with they/them adjectives are trendy buzzwords today. But the majority remain regular folk — working, married and single people, striving and conforming to the heteronormative standards set over centuries. They want to watch authentic content that reflects their experiences and struggles. A smug, rich, character's dog getting cancelled for biting was laughably far-fetched post-modernism. A storyline like this may work in a comedy but in a drama, it felt like AJLT's producers had dispensed with reality altogether. The show being dropped raises an important point; when any creative endeavour is an attempt to pander to what's currently trending, it stands on shaky ground.
Political correctness and cancel culture have forced creators into petrified self-consciousness — people are so scared of being written off as dated has-beens, they're willing to sacrifice whatever they stand for. But the artist's job has always been to come up with novel forms of expression, oblivious to any existing standard of morality or social expectations. In the era of ChatGPT, some truths still hold — an original bad idea is infinitely better than a borrowed great one. When it comes to creativity, the interesting material is layered deep within, in our myriad contradictions and maladjustments. All one needs is the courage to tap inside and fearlessly display what's on our minds. Oscar Wilde's profound lament that it's only the dull (and predictable) who are taken seriously may be correct but that's no reason for vivacious amateurs brimming with ideas to hide.
Undoubtedly, in the age of memes and Twitter, we live in fear of being outed as ridiculous but isn't everyone just fumbling their way through? The long route of trial and error and disregarding our own embarrassment is how we rise above and create something of value. The glamorous heroines of SATC entertained us with their ballsy attitudes towards marriage and men; it's ironical that twenty years later, the same heroines come across as meek, their original, attractive irreverence debased by a script that suggests they better 'woke' up.
The writer is director, Hutkay Films
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Astrology makeup trend: Get a celestial makeover
Astrology makeup trend: Get a celestial makeover

Time of India

time2 hours ago

  • Time of India

Astrology makeup trend: Get a celestial makeover

Representative image/iStock It is not just about wearing makeup to look good anymore. It is also about expressing and showcasing your personality through it. According to a recent trend report by a social media platform, there has been a rise in Gen Z searches for astrology makeup. Many brands and creators, too, are seen embracing the trend. Experts say the trend is popular because it allows Gen Z to bring to life the traits of each zodiac sign through makeup. 'It's fun, personal, and lets people align their look with who they feel they are on the inside,' says Shraddha Mishra, celebrity hair and makeup artist. What is astrology makeup It refers to using your zodiac sign to inspire your beauty look. People are picking makeup colours, styles, and even products based on their zodiac signs. For example, a fiery Aries might go for bold red lips, while a dreamy Pisces may choose soft pastels and shimmery textures Each zodiac sign carries a unique mood, vibe and aesthetic. The trend thus allows for wearing your personality traits, mood or vibe on your face based on your sign... It's a fun and personal way to express who you truly are through your appearance Shraddha Mishra, celebrity makeup and hair artist Pick a makeup look as per your sign Astrology-inspired makeup blends spiritual identity with creativity. Sharing the traits and colours of each zodiac sign, Pooja Verma, a tarot card reader, says, 'Each zodiac sign with distinct traits and colours can help achieve personalised makeup looks.' Aries: Fiery, confident, energetic, adventurous, impulsive Colours: Bold reds, scarlet, metallic gold Taurus: Calm, grounded, loyal, luxurious, practical Colours: Earth tones, forest green, rose pink, copper Gemini: Playful, dynamic, curious, witty, adaptable, expressive Colours: Yellow, mint green, bright lilac, silver Cancer: Nurturing, dreamy, emotional, intuitive, moody Colours: Pearly white, baby blue, seafoam green, moonlight silver Leo: Bold, creative, attention-loving, regal, dramatic Colours: Gold, warm orange, champagne, royal purple Virgo: Clean, minimalist, elegant, practical Colours: Beige, olive green, soft brown, ivory Libra: Romantic, balanced, aesthetic, charming, diplomatic Colours: Pastel pink, sky blue, peach, soft lavender Scorpio: Intense, mysterious, seductive, powerful, emotional Colours: Deep burgundy, black, plum, midnight blue Sagittarius: Bold, optimistic, wise, wanderer, honest Colours: Cobalt blue, tangerine, fiery purple, turquoise Capricorn: Sophisticated, professional, disciplined Colours: Charcoal grey, earthy brown, dark green, burgundy Aquarius: Futuristic, quirky, cool, innovative, rebellious Colours: Electric blue, teal, violet, silver Pisces: Dreamy, compassionate, artistic, sensitive, escapist Colours: Sea green, lavender, pale pink, shimmer white TIPS TO GET YOU STARTED Aries Start with a radiant, natural base and a pop of coral blush. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Flexible MBA by SRM—Apply Now! SRM Online Apply Now Undo Brush up brows for a wild but intentional shape. For bold eyes, use a graphic red or blue eyeliner. Finish with a juicy cherry lip to keep it fresh and fiery. Cancer Go for dewy skin with a soft, radiant finish. Use lilac or pink eyeshadow with a touch of silver shimmer in the inner corners. Add fluttery lashes at the outer corners for a doe-eyed effect. Blend in cream blush and finish with a glossy pink lip for a dreamy, romantic feel. Virgo For a clean look, use soft brown eyeshadow, beige or ivory lipstick, and neatly shaped brows. Go for a smooth matte finish and light mascara. Libra Use soft, romantic shades like pastel blush, peachy lipstick and lavender shimmer on the eyes. Shape your brows perfectly and use a glowy base. Scorpio Try bold kohl or eyeliner, plum or burgundy lipstick, and well-defined brows. Keep your skin matte and flawless. This smoky, powerful look brings out your deep and magnetic energy. – Inputs by celebrity makeup artists Shruti Kode and Shraddha Mishra

An AI-led 'scrollworthy' 'Mahabharata' for Indian Gen Z
An AI-led 'scrollworthy' 'Mahabharata' for Indian Gen Z

Time of India

time3 hours ago

  • Time of India

An AI-led 'scrollworthy' 'Mahabharata' for Indian Gen Z

Marrying ancient stories of India with the contemporary technologies of the world, is what Vijay Subramaniam , group CEO of Collective Artists Network , aims to do with his creation ' Historyverse ' beginning with "Mahabharata" tailored for social media consumption. The adaptation is set to be India's first AI-led micro-drama comprising over 600 episodes, each lasting three to four minutes. This format is designed to resonate with the shorter attention spans typical of Gen Z and young millennials. "For me, the real kick about the Historyverse is how do you marry technology, progress, creativity and formats, that's the trifecta, I don't think AI is the winner here, the fact that you can churn out stories at scale, at speed about the history of the country, AI is the enabler," Subramaniam told PTI in an interview. He said he has designed "Mahabharata" series in a way to capture the attention of the young audience of India as the country one of the largest youth populations in the world. "We've the youngest youth population in the world so my lens is what the kids will see. So, I've to maintain the divinity and devotion of what my grandmother would like but I'm not making her watch it, I'm making the kids watch it, I'm making the rank and file of India watch it," he said. "For me, serving spirituality in a palette that young India can watch is my target without affecting the divinity and the holiness of the text," Subramaniam added. The choice of social media platforms like Instagram for releasing the series, Subramaniam said, is a conscious decision as he wants to transition traditional content into a format that can be "scroll-worthy". Subramaniam believes that there is an attention deficiency across the country so it is his goal to teach his daughter of mythological gods and goddesses in a format that she likes. "If I need to get her (his daughter) out of Captain America and Iron Man and make her watch this, it has to be in that scroll worthy format. So, you're marrying the format, which is micro, you're marrying technology and you're managing and you're marrying rich storytelling, that's the holy trinity. When these three come together I believe magic will happen," he said. According to the creator, him and his team relied solely on AI to generate everything from visuals to voice overs to music, and added that there are no CGI characters or any reliance on body mapping to create the series' characters. "This is completely generated on AI; these faces don't exist on the internet and they don't exist in real life. So, these are unique faces," he said adding that they have recently launched India's first AI travel creator, first AI rock band, among other things. However, developing AI-series comes with its challenges, the producer-creator said, adding that in narrating an epic series like "Mahabharata" it is all about evoking emotion. "Story telling is about getting the emotion right, it has to make you feel something. It's actually not that different, people over-intellectualize AI. We grew up watching the WWF, Stone Cold Steve Austin and Undertaker weren't real, or Captain Planet, Scooby Doo wasn't real, but they all evoked. Why did you follow them? You followed an emotion, you followed the character's emotion," Subramaniam said. Apart from mythological themes, he plans to expand their horizons further and explore narratives surrounding prominent figures such as Chhatrapati Shivaji Maharaj and various kings throughout India's history. "We will start with mythology as a theme, then get into kings, then get into history of India, modern history of India. We're developing something for Shivaji, we're developing something for kings, for temple, it will be across the board, it won't be just one (type of show). Because I want young India to view our country from a different palette," Subramaniam added.

How MTR got GenZ eating out of its hands
How MTR got GenZ eating out of its hands

Time of India

time3 hours ago

  • Time of India

How MTR got GenZ eating out of its hands

Gen Z, a demographic often perceived as a discerning and unpredictable audience, with a reputation for rapidly switching allegiances posed a significant challenge for the Bengaluru headquartered, MTR . Gen Z was known to seeing traditional brands as relics of a bygone era. And MTR was more than a century old. For the ready-to-eat legacy brand, the answer lay not in a conventional advertising blitz, but in a comic-book inspired, pop culture embrace. The challenge is that many legacy brands are seen as catering to a "homemaker" demographic. The challenge for Wavemaker, the agency of MTR, was to prove that authentic storytelling transcends generations. "Whenever we are planning to target Gen Z, we don't know how," admits an agency executive, highlighting another problem. "They know everything and if they want to latch on to something, they may latch on to something and they can switch very easily." To bridge this gap, the brand chose to associate with Gen Z through the one thing they're "latched upon"—pop culture. The brand became a key player at Delhi's Comic Con, opting for a highly unconventional approach. Instead of a traditional sales booth, the goal was to foster engagement and understanding. "Our objective was to have an understanding and how we can engage with the audience. At the same time they should know what kind of brand offerings are there for them," the Wavemaker executive stated. The Rise of the 'Hungry Man' To connect with the audience, the brand created a roster of "superheroes" or mascots, each embodying a quintessential Gen Z trait. They included, The Night Owl: the late-coming queen; The Hungry Man: a perpetually hungry individual who wants immediate food; The Disaster Master: someone who thinks they can cook but can't. These characters were more than just mascots. They were relatable archetypes designed to resonate with a young audience. A dedicated arena at Comic Con became their home, where they interacted with an estimated 60,000 attendees, primarily aged 15 to 24. The space was filled with games, quizzes, and meet-and-greets, creating a "fun-filled" and highly interactive experience. The campaign's success was not just anecdotal. The three-day event, targeting an audience primarily aged 14 to 22, drove significant growth for the brand. Wavemaker claims that a pre-campaign digital push reached 22 million people and the event itself saw 49,000 footfalls. This effort led to a 30 per cent increase in sales for the brand in the Delhi market during that month of the campaign. What also helped is the fact that the MTR range could be ready in three minutes, for a generation that believes in instant gratification. Quick Commerce and the Future While the exact percentage of sales attributed directly to Gen Z is difficult to pinpoint—due to a lack of age-specific sales data—the campaign confirmed a crucial trend: the growing importance of quick commerce. In 2023, nearly 80 per cent of the brand's sales were still offline in 2023, the year 2024 saw a significant shift, with online sales potentially reaching 35 per cent. 'The brand's focus on quick, three-minute recipes perfectly aligns with the Gen Z desire for immediate, convenient food options.' the executive says. This strategic shift isn't about abandoning the brand's legacy customers, but rather about growth. "Every brand needs growth in terms of penetration or frequency of purchase," the Wavemaker representative explained, adding, "Gen Z is the cohort that we need to target, and we have a product range which is very apt for them." The brand's legacy, in fact, aids this new approach by giving customers confidence in the quality and safety of the product. For now, the superheroes of Comic Con have done their job, proving that with a little creativity and a deep understanding of a new audience, even a legacy brand can be the hero of its own story. The question remains, however: will the Hungry Man and his fellow mascots continue to live on? That, it seems, is a question for the next campaign. (This is a report of the proceedings at The Ad Club Bangalore's inaugural Neuron Nights which offered a peek behind the curtains of campaigns, narrated by the minds who crafted them.)

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store