Anurag Kashyap: New face of Chocolate Advertisement
July 27, 2012 02:24:06 PM IST By Enkayaar, Glamsham Editorial
Success is a yeast which spawns in multifarious dimensions. For Anurag Kashyap it indeed is a maxim that is reaping dividends. The success that he has achieved all over the world with GANGS OF WASSEYPUR has emerged as manna from heaven for Anurag Kashyap. Apart from the plaudits and the credits that he has earned for himself, he has now become a model to advertise for Cadburys chocolate.
On one hand selection of Anurag Kashyap to be the brand ambassador of a new campaign for the chocolate brand is an acknowledgement about the importance that the directors of Hindi cinema have required for themselves off-late. It is for the first time that the brand has used a director to push its product.
The campaign that has been designed also underlines the importance of Anurag Kashyap as a director, as he is shown looking for faces for his new film, and the popping of the chocolate shots is what paves the way for him to find his female star cast for the next film. The advertisement in a way also underlines the democratization of film making that Anurag Kashyap has initiated where he has not relied on the stars to enact roles in his films, but he is underlining the character and ensuring that the artist who plays the character eventually emerges as the performer. In essence what Anurag Kashyap and others of his ilk are trying to establish is the fact that cinema needs to move out from its sheen and gloss and to the small cities from where real performers would emerge.
By abusing his casting director for not being able to find the kind of girls that he wishes to a subtle comment is also being made upon the casting directors who need to cast their net wide to pick up actors and is also giving a subtle hint to the film makers to perhaps start looking for innovative content to make Hindi cinema its presence felt in a really impacted manner.
One can argue that Karan Johar had appeared in an advertisement campaign as well, so what is novel about Anurag Kashyap appearing in this campaign. Well, the difference lies in the fact that Karan Johar is a celebrity director who also is a socialite but Anurag Kashyap is more of a rebel in Hindi cinema and to cast him in a chocolate advertisement campaign, is a pointer to the fact that indeed now the products like chocolate etc., which did not look beyond successful commercial stars to market their product have understood the outreach of people like Anurag Kashayap whose fan-following is now firmly entrenched in the hinterland of the country, post GOW.