Is Ranbir's look in Docomo ad a surrogate way to promote BARFI!?
April 19, 2012 05:05:03 PM IST Enkayaar, Glamsham Editorial
Rarely has it happened that a getup which was supposed to be the USP for a film has been revealed through an advertisement campaign. Indeed the new avatar in which Ranbir Kapoor is appearing in the Docomo campaign of an old foggie, senile man is the look that he is supposed to adorn for BARFI!, Anurag Kashyap's yet to be released film starring Ranbir Kapoor.
While Anurag Kashyap has gone on record to say that he was not aware that Ranbir Kapoor would appear in the same getup for this advertisement campaign, which otherwise was supposedly the USP of BARFI!, it could indeed be a smart marketing device. The smartness stems from the fact that the image of Ranbir Kapoor is that of a youthful hero, while in BARFI! he does not sport a youthful look, but has a look of a middle class man growing old. The process of acceptance in this role through the film could have taken its own time to sink with the audience and it could have impacted the performance of the film, but this campaign coinciding with the IPL and to run all through the IPL would create a feeling of acceptance for Ranbir Kapoor amongst the audience and once BARFI! releases to accept him in that role would not be a difficult proposition at all.
India is a peculiar case where a film star rarely experiments with the getup though he experiments with all kinds of roles, while it is not the case in other countries. As a matter of fact the leading star never ages, and continues to romance starlets half his age on the screen, Sanjeev Kumar is the only exception who never bothered about the looks but the characters that he portrayed on the screen. Therefore to create a sense of accountability about the fact that indeed the stars can and should age while enacting a role on the screen, the conducive environment for the same is being created through a smart marketing intervention.
Ranbir Kapoor as an actor has never been shy of experimenting with his roles be it to play the role of Sikh in ROCKET SINGH SALESMAN OF THE YEAR, or that of a ROCKSTAR, and his ability to slip into the skin of the character should hold him in good stead when BARFI! hits cinema halls across the country.
The novelty of creating acceptability of a character through the bandwagon of advertisement is also a good step forward and it should encourage more such creative initiatives from the film fraternity and encourage them to experiment with characters and create a buzz about it through innovative advertisement campaigns and facilitate cinema turn a new leaf.