IV WEEK END ICONIC INDIA MUMBAI JANUARY 3 2009

BUSINESS STANDARD

Monk in a bottle
It is probably India’s favourite rum, or rather alcoholic
brand. From its uniquely shaped bottle (oak-patterned
surface), to its taste, Old Monk’s popularity cuts across
all segments and it remains the largest-selling brand in
the country for good reason. It’s affordable, it goes down
well with almost everything, it is there on all party
menus, and, of course, it tastes great. It has probably
been around for as long as, well, an Old Monk!
The devil watches TV
As is the case with last words, the green devil’s were also
extremely famous. “Neighour’s envy, owner’s pride”, he
said, the catchline for an ad for Onida. The cheeky devil
was first seen on our TV screens in 1982 and was an
instant hit. The big ears and tail added to his evil look.
The Maharaja at work
A Maharaja, greeting you like a common butler?
No, no, he was welcoming you as an equal into
Air India’s “palaces” in the air. But this one was a
working Maharaja. He donned many costumes
for his airline — from that of a sumo wrestler
(Japan) to a Red Indian’s (the USA) — always,
however, keeping his famous moustache. He
made his first appearance in 1946, and became
one of India’s most recognisable mascots.
Hamara Bajaj
The sight of a couple and two
children is the first thing which
probably comes to your mind when
youu think of a scooter. A Bajaj
scooter. And the jingle “Buland
Bharat ki buland tasveer, hamara
Bajaj’” stuck the right note as it
symbolised what a great and
progressive Indian middle
class stood for..
W ashing your linen
Be it Chitrahaar in the old Doordarshan days or the K
soaps in today’s era, Nirma, or “washing powder Nirma”,
as the jingle went, has been on the menu for many
commercial breaks. Generations have grown up listening
to the jingle and even though the packaging may have
changed, who can forget the dancing girl in white?

Taste the Thunder

Probably the first-ever “masculine” brand in India
— who can forget the Taste the Thunder The name is Tendulkar
campaign? Despite foreign brands, Thums Up
What can you say about a man who has been carrying
remains India’s favourite and original cola with
the hopes of an entire nation ever since he was a
desi macho icons like Bollywood’s reigning king
teenager? Decades have passed but India still stops
Akshay Kumar endorsing it.
when Tendulkar is at the crease. People rejoice when he
scores a century whereas a pall of gloom descends on
the nation when he gets out. Tendulkar continues to
enthrall the young and the old with his dazzling
performances.
RS and MS
Pandit Ravi Shankar and M S Subbulakshmi offer
interesting sociological insights through their
personal lives. Subbulakshmi, born a devadasi,

Utterly, Butterly became the face of post-Independence, south

Indian Brahminism, referred to as “more Brahmin
For the past 40 years or so, she has been a than a Brahmin” in her later years. Ravi Shankar,
traffic stopper. She effortlessly turns into Aamir born of Brahmin blood, married a Muslim first
Khan,, Sachin Tendulkar or Zinedine Zidane (Annapurna Devi, daughter of Ustad Alauddin
and looks the part in each of her avatars. Khan), fathered a daughter, Norah Jones, with
Political upheavals,, terror attacks, sporting the American Sue Jones and finally fathered
glories, she has been through it all and yet Anoushka Shankar before his second wedlock. In
remains as fresh as she was. The ads still his defence, it is said he was helpless as “women
remain utterly butterly delicious! Yes, that’s threw themselves at him.”
the Amul girl we’re talking about.

Tr yst with destiny

The hockey wizar d
Wizard, genius, legend. We could go on with the superlatives and still not do
justice to the man that Dhyanchand was. Such was his unbelievable skill that
sporting authorities had to break his stick to see whether there was a magnet
inside it or not. A true hero in a country where non-cricketing heroes are few
and its first global superstar.
June 25, 1983. The day when the world sat up and took
note of Indian cricket. Since then, Indian cricket has not
looked back and has grown into a monster. As rank
outsiders, Kapil’s Devils stunned the entire cricketing
world with their memorable win at the mecca of cricket,
Lord’s, on June 25, 1983, against the mighty West
Indies.

THE BS CROSSWORD #137 ACROSS:

1 Outright rejection of an
apartment? (4,7)
7 Beastly character with a
head for drink (3)
9 Record goals scored at
the former capital of
Nigeria? (5)
10 Sore troubled with
angel being the bearer
of a message (9)
11 Task for students is short
- week's revision (9)
12 A notable climb, as it
were (5)
13 Keeps in touch with
new isles with very
good heart (7)
15 For accommodation,
helps with the
gardening (4)
18 Cries of disapproval as
the word "liquor" is
voiced (4)
20 Drawback a worker is
facing (7)
23 A foundation to
degrade one (5)
24 Theatre music, an
outstanding example
(9)
26 Assembled then to go
off one after the other
(2,3,4)
27 Commonly speaking, it
isn't an unpleasant
stigma (5)
28 Can a fool make a
comeback? (3)
29 Houses finished off
with a bit of craft (11)
DOWN:
1 Knows beyond doubt
there's plenty of ink? (4-
4)
2 The sort of gale with
rain you get in Africa
3
(8)
Holidays taken by some
instrument is in play (7)
20 A medical definition in
potters? (5) the list got changed (7)
4 Shuts up and 21 Uncouth person may go
accelerates? (7) a lot astray (6)
5 Not a tall boy burnt the 22 Secure - strong as "X'
fuse ! (7) can make it (6)
6 But it's not sweetbread 25 An Irishman a little
(4,5) tight but a beautiful
7 He goes forward and singer (5)
back with a wagging
head. Sounds like an
Yoga cool
ass! (6) SOLUTION TO # 136 Yoga is now fitness orthodoxy (it came home to urban India
8 Cellar to occupy in after the West made it cool), so it has developed new sects
vulgar retirement ? (6) and yogacharyas galore, each with a celebrity cheerleader.
14 It would clear the air for
the South not to have Madonna and her vigorous Ashtanga yoga, for instance. For
any donkeys (9) every ailment now, someone will bracingly tell you to “Try
16 To the friend back,
home, it's relevant (8) yoga.” Yoga is popular because it usually doesn’t involve hard,
17 Certified to the altered
that?
date when holding trial rcise — where’s the space for
(8) sweaty, repetitive outdoor exe
19 Old Egyptian