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All of six feet and three inches, quite attractive, and with great sense of humour The last of the Cyrus troika to join the MTV clan (some six years ago) is Cyrus Sahukar. After dabbling in theatre in school and college, he carved a niche for himself as a MTV VJ gratis a dead pan face and zany sense of humour. After the heavy promotions and audition rounds for MTV’s adventure and reality show Roadies, Cyrus is all set and raring to cruise on the ride that begins 15 August. This true Leo, who celebrates his birthday on 7 August, has just turned 23, is quite intelligent and yet very grounded despite the glitz and glamour. Sahu, as he is fondly known, met up with indiantelevision.com’s Trupti Ghag at the MTV Office in Mumbai for an interview. Excerpts: |
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Was being a VJ, something that you always wanted to do? I have been mostly based in Delhi and Indore and acting was something that I really enjoyed doing. So right through school and college, I was an active participant in theatre. I joined the Barry John’s theatre group when I was 15 and acted in quite a few productions. They include adaptation of Andrew Lloyd Webber’s Starlight Express, Haroun and the Sea of Stories and Graffiti – Postcards from School. Besides, I have also dabbled as a radio jockey. I used to host Radio Rampage at TGIF (Thank God it’s Friday) at Delhi. That is where I had an idea that I had a good voice and I also took a liking for anchoring. |
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What prompted you to join the MTV VJ hunt? Nonetheless we had a blast, we were 17-year-old Delhiites, who had come to visit Mumbai with an open mind. We spent some time walking around Mumbai. Since I had never seen the sea, Juhu beach was a treat. |
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What do you think really helped you clinch the job? |
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How has the journey been so far? |
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Care to tell us something about your music tastes? |
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What is a veejay’s contribution to the Music Channel? |
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Seems like you are having a great time. Is it always this hunky-dory or did you ever thought that you need a switch in career? Veejaying is sort of like Jim Carrey’s brand of acting. Just because it looks like a lot of fun doesn’t mean it is an easy job. Making people laugh is a hard job, people don’t seem to understand that. |
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What is the VJ fraternity like? |
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| What kind of homework is a must for a VJ? I usual begin my day with a complete scan of the newspapers. I read quite a lot and have a fair idea of the music. Being a VJ is a serious job and we have to be constantly on our toes. |
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| How is your rapport with other VJs? Great! We are a united lot. During the early years, when I was flitting back and fro from Delhi, they were my family in Mumbai. I used to be a constant lunch guest at most of the girls’ places. |
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| What about the VJs from the rival channels? What about them! Our relation is just as cordial as any other professionals. |
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What is the current music scenario like? |
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| Was your love for traveling the reason you were chosen to anchor ‘Roadies’? Well, that and my persistent lobbying (laughs). Seriously it has been great. I have been wanting to do this for a really long time. It just broadened my horizons. Frankly, I wasn’t really expecting such a turn out. I am not talking about numbers here. We had everybody from 18-year-old youngsters to 60-year-old grandfathers auditioning. The energy that these people exuded was amazing. |
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What can we expect from the selected ‘Roadies’? |
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| What next for Cyrus Sahukar? Don’t know as yet. Maybe try out my luck in movies. |
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Tag: Trupti Ghag
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“Veejaying is not a frivolous career”:MTV VJ Cyrus Sahukar
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“Television needs a censor board”: Asha Parekh Director and producer
It is unlikely that any Indian is unfamiliar with the name Asha Parekh. One of the top heroines of the 60s, she started her career as a glamorous, dancing star. Later, with movies like Chiraag, Kati Patang and Main Tulsi Tere Aangan Ki, she proved her mettle as a serious actor.
While she might have retired from the silver screen, she never retired from the scene. During her tenure as chairperson of the Central Board of Film Certification of India in 1999, she raised several issues and was always in the public eye. Besides, unlike others, she has silently being doing her part for society, from funding a hospital to donating money for various causes.
Meanwhile, she also donned another hat, that of a producer-director. Under her production banner Akruti Films, she produced her first show Baaje Payal for Doordarshan, but that was a long time ago. She came back in the 1990s to direct Kora Kaagaz for Star Plus. The unusual devar-bhabhi love story went well with the audience. She then produced and directed a second show for Star Plus – Kangan. Though the show got off to a rousing start, it could not repeat Kora Kaagaz’s magic.
With her latest serial set to air on Sahara, Kucch Pal Saath Tumhara, she is keeping her fingers crossed for the show where she has deviated from her previous bold, women-oriented serials.
Sitting in her new office in Juhu amidst the pre launch excitement of KPST, she spoke to indiantelevision.com’s Trupti Ghag.
Firstly, why did you choose television rather than films?
Simple, it is a smaller headache (laughs). Plus with the current rage of big budget movies, it is not really my cup of tea.You have always been offering stories about strong women characters; the women in your shows have always had author backed roles. Will ‘Kucch Pal Saath Tumhara’ adopt the same trend?
For a change, it is not going to be that strong. But it is a powerful role where the ultimate choice is going to be in the hands of the girl. It is essentially a love story, which sounds nice and touches your heart. And yes it has a vamp in it, the usual clichéd one….Seems like you are not keen on adding the vamp…
People love vamps! Ultimately, you have to cater to an audience, so you have to put in such characters.“Amitabh Bachchan will be on the screen for as long as he wants, not because he is Amitabh but because he is a dedicated actor” 
There is a lot of talk going about women being portrayed as retrogressive in television but despite this, the same stuff is being churned out over and over. Now even you seem to adopt a softer stance. Why?
It is very funny. I spoke to some of the women who watch these serials and they say it’s just a pastime for them. But when you give them something meaningful, they just refuse to accept it.Take the case of Dhadkan on Sony. What a marvelous story! It offered authentic depiction of the medical profession; even the characters were so well etched and aptly chosen. But look at its fate. On the other hand, look at Sanjivani. It started off trying to balance itself between being a story about doctors and their relations with patients, but look at it now. ‘The medical boon’ is an out and out love story now and people love it.
What is the real issue here?
Those dreaded things that they call TRPs… 3000 people decide what the rest of the country should be watching. We can’t really do anything. With the channels on a constant lookout to rope in more advertisers, the TRPs seem to clinch the deal. Look what happened to my own production Kangan.It started with a TRP of nine but plummeted to two. And it is not as if we were offering the same run-of-the-mill story. We had a very strong male character and an interesting story. I went to the TAM office and the people showed me charts of how it fared. I was quite shocked looking at it.
There was yet another show about a man who gets married to a woman half his age and keeps her as a property, neglected. Later, when he has to get his daughter married he chooses a groom barely a few years younger than her mother. The guy falls in love with the mother instead. I thought it was beautifully scripted as well as enacted but there were no audiences for this show as well. Maybe, people aren’t really ready for meaningful shows. All they want is visual relief. I am disgusted with this attitude but I will keep trying to improve it.
Getting back to KPST, the basic story line gives a sense of déj? vu. Isn’t it quite similar to one of the story tracks in Aditya Chopra’s ‘Mohabbatein’?
You are right. And I am not saying that we were ‘inspired’ by the story. We have taken the story and adapted it to television.Is there a lot of channel interference in production?
Not really, but the times are bad. Like I said earlier, they have to include these certain elements to ensure that their show is appealing. While flicking through the channels the other day, I saw a magenta bedspread in a room painted magenta. Gory was the word to describe it but later during the day I went to my set. The wall were painted blue, green and yellow… positively all the gaudy colours. Sadly, that is what sells.Your last two projects, ‘Kora Kaagaz’ and ‘Kangan’ have been for Star Plus. Is there a specific reason why you didn’t approach Star Plus for KPST?
Star Plus either has dailies or one-hour weekly slots. Initially, I wasn’t supposed to direct but later I decided to. Since it would be too taxing for me to direct a weekly, I thought it safest to stick to Sahara. So I never approached Star Plus.You have been on the other side of the camera for a long time and been quite successful at it too. As a vetran actor, what do you think are the shortcomings of present day actors?
They aren’t quite different from the older genereration but I have noticed that youngsters, nowadays, want instant gratification . Acting, not money, should propel the actor. It needn’t be charity work but it definitely shouldn’t be all about money. Actors lack discipline and dedication. Talent can be cultivated, but if you aim to survive on mediocrity you won’t last long. Also, they should have their feet firmly planted on the ground.Even in our days, there were lots of actors debuting on the screen but only a few lasted. Amitabh Bachchan will be on the screen for as long as he wants to, not because he is Amitabh but because he is a dedicated actor. Actors like him and Shashi Kapoor were hard workers.
A still from Kucch Pal Saath Tumhara“I would never like to show my actresses half-clad. Even if the ‘script demands’ let’s leave something’s to imagination please”What is your view about the mushrooming acting classes? Do you think they help?
They might offer the actor some confidence and contacts but there are no short cuts. Nothing helps like groundwork. It is only with experience that actors can grow.What kind of homework do you expect actors to do?
Both my leading ladies of Kora Kaagaz and Kangan took back home a script. When they came to the sets, they already had an idea of what they had to do. I just had to explain a few key points. There were few others whom I had to work hard on, but they were all willing to learn. That is what I am looking at… willingness to learn.Is there a diffrence between the modus operandi of male and female directors?
It is hardly a surprise, but women directors can handle emotions quite well.Your stint as the chairperson of the Censor Board had its own share of controversy. What was the real issue there?
Vijay Anand wanted to market X-rated movies. I wasn’t against it but I wanted to know who would be policing it and how. That is all what it was about.Do you think that there should be a censor board for television as well?
Yes, absolutely. Television needs a censor board. I am appalled by the lack of decency. Just take a look at the music videos our kids are watching. Don’t get me wrong here, I don’t want to see women wrapped in six yards of sari but I want the programming to be a bit more tasteful. Even the so-called serials that showcase Indian tradition and culture are full of extramarital affairs. And since parents aren’t doing the screening, there should be somebody to police it.“People love vamps!”
A still from Kucch Pal Saath TumharaWhat is the essential difference that you find between television and film?
Their shelf- life. People will remember Kora Kaagaz for say 10 years but a movie stays on forever.What is your comment on the current copyright issue that’s Sahara’s ‘Karishma’ is embroiled in?
I don’t know the specifics so I cannot comment.But I find disregard for other people’s hard work a very disturbing trend. If you are using somebody’s work, the least you can do is give the person his due credit. Music industry has, of late, laid down some rules but the film and television industry need to work on it.
Prior to my tenure with the Censor Board, I had been involved with it. There are quite a few people working on it, so solutions should be around the corner. What I was also looking at is bargaining for actors’ share if the show is re-telecast.
As a director, what is the one thing that you would never compromise on?
I would never like to show my actresses half-clad. Even if the ‘script demands it’, let’s leave somethings to imagination please.Is there a dream project that you want to work on?
There was this story about Ahemdabad’s cart-pullers, I had talked to Kajol about it, besides other big names in Bollywood. It was about a young girl and her illusions. But it took a long time and now there are no cart-pullers there, so no point in pursuing it.In a lighter vein, all your serials start with ‘K’. Any numerology connection?
No. They just happen to be that way. But yes, we have consulted a numerologist for the latest, the extra ‘c’ in ‘Kucch..’ is the testimony. -
“Television needs a censor board”
It is unlikely that any Indian is unfamiliar with the name Asha Parekh. One of the top heroines of the 60s, she started her career as a glamorous, dancing star. Later, with movies like Chiraag, Kati Patang and Main Tulsi Tere Aangan Ki, she proved her mettle as a serious actor.
While she might have retired from the silver screen, she never retired from the scene. During her tenure as chairperson of the Central Board of Film Certification of India in 1999, she raised several issues and was always in the public eye. Besides, unlike others, she has silently being doing her part for society, from funding a hospital to donating money for various causes.
Meanwhile, she also donned another hat, that of a producer-director. Under her production banner Akruti Films, she produced her first show Baaje Payal for Doordarshan, but that was a long time ago. She came back in the 1990s to direct Kora Kaagaz for Star Plus. The unusual devar-bhabhi love story went well with the audience. She then produced and directed a second show for Star Plus – Kangan. Though the show got off to a rousing start, it could not repeat Kora Kaagaz’s magic.
With her latest serial set to air on Sahara, Kucch Pal Saath Tumhara, she is keeping her fingers crossed for the show where she has deviated from her previous bold, women-oriented serials.
Sitting in her new office in Juhu amidst the pre launch excitement of KPST, she spoke to indiantelevision.com’s Trupti Ghag.
Firstly, why did you choose television rather than films?
Simple, it is a smaller headache (laughs). Plus with the current rage of big budget movies, it is not really my cup of tea.You have always been offering stories about strong women characters; the women in your shows have always had author backed roles. Will ‘Kucch Pal Saath Tumhara’ adopt the same trend?
For a change, it is not going to be that strong. But it is a powerful role where the ultimate choice is going to be in the hands of the girl. It is essentially a love story, which sounds nice and touches your heart. And yes it has a vamp in it, the usual clichéd one….Seems like you are not keen on adding the vamp…
People love vamps! Ultimately, you have to cater to an audience, so you have to put in such characters.“Amitabh Bachchan will be on the screen for as long as he wants, not because he is Amitabh but because he is a dedicated actor”
There is a lot of talk going about women being portrayed as retrogressive in television but despite this, the same stuff is being churned out over and over. Now even you seem to adopt a softer stance. Why?
It is very funny. I spoke to some of the women who watch these serials and they say it’s just a pastime for them. But when you give them something meaningful, they just refuse to accept it.Take the case of Dhadkan on Sony. What a marvelous story! It offered authentic depiction of the medical profession; even the characters were so well etched and aptly chosen. But look at its fate. On the other hand, look at Sanjivani. It started off trying to balance itself between being a story about doctors and their relations with patients, but look at it now. ‘The medical boon’ is an out and out love story now and people love it.
What is the real issue here?
Those dreaded things that they call TRPs… 3000 people decide what the rest of the country should be watching. We can’t really do anything. With the channels on a constant lookout to rope in more advertisers, the TRPs seem to clinch the deal. Look what happened to my own production Kangan.It started with a TRP of nine but plummeted to two. And it is not as if we were offering the same run-of-the-mill story. We had a very strong male character and an interesting story. I went to the TAM office and the people showed me charts of how it fared. I was quite shocked looking at it.
There was yet another show about a man who gets married to a woman half his age and keeps her as a property, neglected. Later, when he has to get his daughter married he chooses a groom barely a few years younger than her mother. The guy falls in love with the mother instead. I thought it was beautifully scripted as well as enacted but there were no audiences for this show as well. Maybe, people aren’t really ready for meaningful shows. All they want is visual relief. I am disgusted with this attitude but I will keep trying to improve it.
Getting back to KPST, the basic story line gives a sense of déj? vu. Isn’t it quite similar to one of the story tracks in Aditya Chopra’s ‘Mohabbatein’?
You are right. And I am not saying that we were ‘inspired’ by the story. We have taken the story and adapted it to television.Is there a lot of channel interference in production?
Not really, but the times are bad. Like I said earlier, they have to include these certain elements to ensure that their show is appealing. While flicking through the channels the other day, I saw a magenta bedspread in a room painted magenta. Gory was the word to describe it but later during the day I went to my set. The wall were painted blue, green and yellow… positively all the gaudy colours. Sadly, that is what sells.Your last two projects, ‘Kora Kaagaz’ and ‘Kangan’ have been for Star Plus. Is there a specific reason why you didn’t approach Star Plus for KPST?
Star Plus either has dailies or one-hour weekly slots. Initially, I wasn’t supposed to direct but later I decided to. Since it would be too taxing for me to direct a weekly, I thought it safest to stick to Sahara. So I never approached Star Plus.You have been on the other side of the camera for a long time and been quite successful at it too. As a vetran actor, what do you think are the shortcomings of present day actors?
They aren’t quite different from the older genereration but I have noticed that youngsters, nowadays, want instant gratification . Acting, not money, should propel the actor. It needn’t be charity work but it definitely shouldn’t be all about money. Actors lack discipline and dedication. Talent can be cultivated, but if you aim to survive on mediocrity you won’t last long. Also, they should have their feet firmly planted on the ground.Even in our days, there were lots of actors debuting on the screen but only a few lasted. Amitabh Bachchan will be on the screen for as long as he wants to, not because he is Amitabh but because he is a dedicated actor. Actors like him and Shashi Kapoor were hard workers.
“I would never like to show my actresses half-clad. Even if the ‘script demands’ let’s leave something’s to imagination please” What is your view about the mushrooming acting classes? Do you think they help?
They might offer the actor some confidence and contacts but there are no short cuts. Nothing helps like groundwork. It is only with experience that actors can grow.What kind of homework do you expect actors to do?
Both my leading ladies of Kora Kaagaz and Kangan took back home a script. When they came to the sets, they already had an idea of what they had to do. I just had to explain a few key points. There were few others whom I had to work hard on, but they were all willing to learn. That is what I am looking at… willingness to learn.Is there a diffrence between the modus operandi of male and female directors?
It is hardly a surprise, but women directors can handle emotions quite well.Your stint as the chairperson of the Censor Board had its own share of controversy. What was the real issue there?
Vijay Anand wanted to market X-rated movies. I wasn’t against it but I wanted to know who would be policing it and how. That is all what it was about.Do you think that there should be a censor board for television as well?
Yes, absolutely. Television needs a censor board. I am appalled by the lack of decency. Just take a look at the music videos our kids are watching. Don’t get me wrong here, I don’t want to see women wrapped in six yards of sari but I want the programming to be a bit more tasteful. Even the so-called serials that showcase Indian tradition and culture are full of extramarital affairs. And since parents aren’t doing the screening, there should be somebody to police it.“People love vamps!” 
What is the essential difference that you find between television and film?
Their shelf- life. People will remember Kora Kaagaz for say 10 years but a movie stays on forever.What is your comment on the current copyright issue that’s Sahara’s ‘Karishma’ is embroiled in?
I don’t know the specifics so I cannot comment.But I find disregard for other people’s hard work a very disturbing trend. If you are using somebody’s work, the least you can do is give the person his due credit. Music industry has, of late, laid down some rules but the film and television industry need to work on it.
Prior to my tenure with the Censor Board, I had been involved with it. There are quite a few people working on it, so solutions should be around the corner. What I was also looking at is bargaining for actors’ share if the show is re-telecast.
As a director, what is the one thing that you would never compromise on?
I would never like to show my actresses half-clad. Even if the ‘script demands it’, let’s leave somethings to imagination please.Is there a dream project that you want to work on?
There was this story about Ahemdabad’s cart-pullers, I had talked to Kajol about it, besides other big names in Bollywood. It was about a young girl and her illusions. But it took a long time and now there are no cart-pullers, there so no point in pursuing it.In a lighter vein, all your serials start with ‘K’. Any numerology connection?
No. They just happen to be that way. But yes, we have consulted a numerologist for the latest, the extra ‘c’ in ‘Kucch..’ is the testimony. -
“We may not make a lot of money on this one, but we will have achieved a big breakthrough”
Better known as the heroine of lesser known films and now as Akashdeep’s wife, Sheeba is the official producer of Karishma as the head of Cinetek Films. She doubles up as the older Karisma’s daughter in law, a negative character that Sheeba says she enjoyed playing to the hilt.
Sitting pretty in pink alonside her hubby, Sheeba spoke to indiantelevision’s Aparna Joshi andTrupti Ghag last week, before the copyright infringement controversy broke out.
How is it being both the producer and an actor in your own production?
It’s interesting. Your are free to do what you want as the producer and to experiment as an actor. Besides, all the actors in Karishma are like family, we even spent time watching the World Cup together when we were shooting abroad. As an actor in a daily, I am free to improvise on my looks in the next episode if I haven’t been satisfied in the last one.How does it feel to be producing a show touted as the ‘biggest television series ever’?
It’s scary. Nothing this big has ever been tried on TV so far.It was a big combination of dates to handle considering the big names we have on the cast, but there are so many positive vibes that it went off quite easily. I and Akash divide the job, I handle the technical bits, he looks after the creative side. He’s too good- at the editing table, he’s able to detect flaws in a jiffy that escape the rest of us even after four viewings.What do you think made ‘Karishma’ a reality in such a short span?
Akashdeep. He’s very good at PR, handling actors…all his years of admaking and theatre have paid off. We may not make a lot of money on this one, but we will have achieved a big breakthrough. The perception thus far has been TV serials are where all actors sit on a sofa and say their lines. Karishma is about to change all that.What are your biggest worries at this point of time?
Akash worries more about the acceptance, I am worried about how many episodes I have in the bank. I am not worried about the product, its definitely many notches above the best currently on air.How big is your team and how does it function?
I really don’t know how big the team is at present, we just go on adding writers, visualers, editors….Bhowmick for instance, has a different team ready which writes the daily episodes, a creative team that coordinates the dances and the daily situations, the location scouts which have to look for really upscale houses, helicopters, limos…the point is, we don’t have a television mentality, everything is being done on a feature film scale.Who is your target audience?
Everyone. The three generations that Karisma portrays will appeal to all those generations of viewers. We will be introducing all the main actors in the first episode itself.What’s next on the agenda?
There’s lots. But first, there’s Karishma. If it succeeds, the sky’s the limit. -
“Production values nowadays mean yellow bathrooms and blue curtains” : Girish Mallik
Understandably, he is quite excited these days. With his mega-scale war epic Mission Fateh launching on Sahara Manoranjan a few weeks ago, the man is on a natural high and raring to go. The serial has earned a few rave reviews but for the conceptualiser cum director Girish Mallik, it is just the beginning of a long journey.
Mallik the director may take a while to register, but the actor is a well known face. After almost a decade in front of the camera, he decided to call the shots, literally. He took up direction six years ago, and now has quite a few shows to his credit.
He met up with indiantelevision.com’s Trupti Ghag at Clapstem Productions where he arranged for a sneak preview of the forthcoming episodes of his serial and spoke about his pet passion … direction.
Excerpts:
If I am not mistaken, you are commerce graduate, then how did the transition to the small screen happen?
Marketing and sales graduate with a postgraduate degree in tourism and travel, to be precise. But I have always been inclined towards the performing arts. I am a trained ‘Chau’ dancer. As a matter-of-fact, before joining the media, I used to perform internationally. I still remember my performance in Japan with a crowd of 20,000 cheering me.The anticlimax was when, after coming to India I performed in an indoor hall, in front of a crowd barely consisting of 200-300 uninterested people. I retired from the scene. It was then that I started working with theatre as a hobby and later moved to television.
If it was all smooth sailing as an actor, why did you decide to shift to directing?
Honestly, after a few years in the industry, life was getting monotonous. The system that I was used to wasn’t there any more. Now you have pretty faces mouthing a few words and shedding a few tears. Rehearsal is such a passé term and as for homework… you might as well forget about it. The production values mean yellow bathrooms and blue curtains. I had to get up and do something.
“There are certain actors that can surprise, I do not disturb them”When was it that you first decide to go behind the camera?
By that I time, I had already done my share of work in front of the camera. I was a known face thanks to Banegi Apni Baat, Tara and Shanti. Although I really had no expertise, Zee allotted me episodes of Rishtey. I set up Clapstem Production and before you know it, I had directed the maximum number of the Rishtey episodes (grins).Being an actor, has it helped in any way now that you are on the other side of the camera?
Undoubtedly! I understand an actor’s psyche. I know that every actor has his own way of emoting. I explain the basic premise of the character and hand over the screenplay to him, how he chooses to enact a certain scene is his lookout. I just make sure that the actor is comfortable.There are certain actors that can surprise, I do not disturb them.
Tell me something about your latest project ‘Mission Fateh’. I am told that you conceptualised the show. How did that come about?
The idea had been germinating in my head for ages. I decided to go ahead with it two years ago. Initially, I had planned to approach all the leading channels, but it seemed so much like Sahara’s project that I pursued them. It did not take me long to convince them.But that wasn’t the main hurdle. I had to compile the matter, which wasn’t an easy task.
Why was that so, did you face any problems from the army?
Not any specific problem as such, but the army harbours a distrust for the media. Their major grouse is that the screens reduce military officers to caricatures. The officers depicted so far on the screen seem almost robotic… speaking in a certain way, walking in a certain manner.It was difficult initially to get through the shell but our scriptwriter Brig. (Retd) M M Bhanot and the entire research team managed to break the shell. Now we have the army helping us out voluntarily.
You earlier mentioned that the project was designed to be a Sahara project, why is it so?
It is! No other channel would have been able to do justice to the show. The channel understood the show’s demands. Be it financial or creative support, Sahara has never denied us anything.There was a time when I took a 60-member crew to a remote location to shoot but for 10 days but we were stuck in the hotel because of the hostile climate. While I was getting upset about it, everybody at the channel was so understanding that they asked me not get to perturbed and just concentrate on what to do next.
So now you are a Sahara loyalist, eh!
(Laughs) Everybody seems to be saying so, but honestly speaking I am on very good terms with other channels as well. I had a special chair reserved for me at the Zee office,all the executive producers, producers and channel authorities know me very well. Similar is the case with other channels.“I am a very accommodating person but I cannot compromise on my vision” 
What are the things that you cannot compromise on as a director?
Well, I am a very accommodating person but I cannot compromise on my vision. If I have decided that a show has to look a certain way, then there are no two ways about it. I absolutely cannot tolerate the word ‘impossible’. If there is a problem somewhere, I make sure it is solved.I am a very greedy director. Sahara managing worker’s son Sushanto Roy, who played Vijayant Thapar on the screen, after shooting for a month refused to be conned into act henceforth. He said that if I continued to be as demanding, there will be a time when somebody calls in the human rights commission (laughs).
What are the other projects you have in pipeline?
For starters, there is a music video that I am directing exclusively for Sahara, in which Subrata Roy’s wife will showcase her singing. Binod Pradhan of Devdas fame has done the camera work; the video is larger than life. Then there are two comedies Life mein thoda sa freedom mangta hai and Aao behen chugli karein. While these two are in the scripting stages, there is a serious drama Agneepath that explores the father and son relationship. There are a few movies in the pipeline as well that I am keen on doing. And yes, they are all for Sahara (grins).Seems like you have your hands full. Does that mean we won’t be seeing you on the screen anymore?
An actor never dies. Maybe some time later.Of late, there have been cases where serials have been taken off air abruptly either because of the TRPs or political pressure. How do you ensure that your works don’t come under the axe?
As for Mission Fateh, all the episodes are scrutinised by the army and the censor board. Sahara does not like to stir up unnecessary controversies and neither do I. In my show, I have put across both Jehadis’ as well as ULFA militants’ point of view but in no way have I tried to glorify their misdeeds. As for TRPs, I do not have a meter at my home, do you!Seriously, I try watching the so called popular serials. Tried to be interested and objective, but beyond a point I saw the line blurring and creativity going from being minimal to nonexistent. And it is not the case that there is no creativity. We have the most brilliant writers, directors in the present scenario.
What has been your most memorable project so far?
It is rather difficult. I can’t pinpoint any particular episode.Well Vijayant Thapar was great. Puneet Datta’s episode that was shot entirely through the father’s eye, I took loads of creative liberties with it though, it was excellent.
If you take somebody under your wing, what is the quality that you look for in him/her?
A wannabe director has to be forever on his toes. No ego hassles whatsoever. -
“Kyunki… is popular because it has managed to touch a chord with the masses”
Clad in casual jeans -n-tee with a floppy hat she seems a teenybopper enjoying her cuppa in the neigbourhood cafe, but appearance aside ,there is nothing remotely laid back about her.
A known face on television, Ritu Chaudhary aka 'Shobhaa' of Kyunki Saas Bhi Kabhi Bahu Thi is a promising actor waiting to carve her niche amidst the huge battalion of telly artistes. Why, she even hopes to play a psychopath some day!
As of now, she is stuck with playing Miss goody- two -shoes. Besides the daily soap on Star Plus, she is currently wowing 'gharelu' audiences as Manasi in the first edition of Chausath Panne on Zee , Dil….Naa jaane kyon.
This self-proclaimed control freak Taurean met up with indiantelevision's Trupti Ghag for a tete-e-tete. Excerpts-
From being a marketing executive to 'Shobhaa' in 'Kyunki Saas bhi kabhi bahu thi', how was the journey charted?
Since I was more a studious type, I decided to pursue academics and it never really was a conscious decision to join television but after I modelled for the Clean and clear advertisement, things just fell into place and I thought, why not?During my marketing stint, I was handling media marketing – I guess the field excited me. Then during one of the auditions, I was noticed by Balaji Telefilms and was signed for a new show on Sony Kucch Jhuki Palkein. Contrary to popular perception, Kyunki…. came much later.
Till date, the roles you have picked up are the 'good girl' ones, no risks taken so far. Why?
As about the initial projects, they sounded nice and important. Being a family person, engaged to be married soon, I may not have been experimental in the early stages. But I am still young and can experiment, if something excites me, I will take it up.I did however consciously avoid taking up similar projects that came my way. As a result, I had been out of work for 10 months, but then I was offered Chausath Panne. The role, the cast and the concept were quite interesting so took it up.
Did you take any acting classes?
No. I think acting is not something that you can learn."The first reaction one gives is usually one with no pretence. That is what acting is all about… being natural" 
After modeling, facing the camera mustn't be that difficult but how did you go about acting?
Certainly, the earlier modeling assignments were a major plus, but acting came quite easily to me. Besides, I have been very lucky in terms of the team I have been working with.Niyati in Kucch… was a small town girl married into a rich family and trying to cope with the changes in her life whereas Kyunki's Shobhaa is essentially a fun-loving family oriented girl. I just had to understand their frame of mind and go by my instincts.
Whereas Chausath Panne was not as easy a task. The character that I play in the serial, Manasi,goes through various shades of emotions. The screenplay begins with her life as a wife, mother of a four year old son and a daughter-in-law who then has to deal with the sudden disappearance of her husband. Later, just as her life is returning to normal, a man enters her life with the promise of a future. Since the story culminates in 64 episodes, the script was extremely tight and therefore it required a quick grasp of the character and some effort to emote.
"With weeklies, there is considerably less pressure to churn out scenes" If you could describe your acting technique in a word, what would it be?
Spontaneous. I can not go through the rehearsals. All that I need to do is understand the scene and act. Personally speaking, the first reaction that one gives is usually with no pretence. That is what acting is all about… being natural. Your acting should look effortless.Any memorable scenes so far?
I think the 'bidayee scene' in Kyunki. Till the last minute, I did not know what I was going to do but as soon as I saw my screen mother 'Tulsi' emoting, my tears started flowing. She is such a great influence… a wonderful actor.According to you, what is the reason behind Kyunki's popularity ?
Kyunki... is popular mainly because it has managed to touch a chord with the masses, the middle class and the upper middle class. They can relate to it.I do not belong to a joint family so it was difficult to relate to the Virani household's story initially. I had not come across anybody like 'Tulsi' so I couldn't understand her so well either but after portraying 'Shobha', I came across many such people who live that kind of a life.
What do you mean by middle class? The family portrayed does clearly have an influential background.
Well, those are just the creative liberties that you take, some eye candy for the viewers. But the soul is basically the middle class.Speaking of 'Kyunkii…', Mihir's character was changed thrice. Has it affected the co-stars?
No. For the co-star, it is simply a matter of somebody off the team and somebody else joining the team. Just like the corporate world."Balaji are both, good task masters and good pay masters" 
Why aren't you doing any more projects with Balaji? Are the working conditions not creatively satisfying?
Well, I am very much present in Kyunki… In fact Balaji are both, good task masters and good pay masters. I never had any problem with them.What is the essential difference between performing for a daily and a weekly?
With weeklies, there is considerably less pressure to churn out scenes. You can take retakes and also content wise, it is heavier on the development of characters. You have select characters and two or three parallel stories at the most.Plus, for a weekly, you only shoot for 10-15 days in a month so it is relatively less time consuming but nevertheless it is very challenging in terms of performances. At this stage, I would like to do some more weeklies.
Is it difficult maintaining a balance between home and career, especially since you are newly married?
Maybe for some, but my husband Gautam is my support system (grins). I shoot for almost 25-28 days a month and 10-12 hours every day. There have been times when he lands up on my set with a picnic basket so that we can spend some time together. He is extremely understanding and supportive of my career.
"Despite the popularity of the dailies, I think the audience would want to see a few weeklies as well" How would you rate yourself as an actress ?
I'll give myself a five on ten. I have a lot to learn. Amongst the things on my to-do list is comedy.
Currently I am talking with a few people, let's see where the talks lead.Who are your favourite actors and directors ?
Let's see. Urmila, Kajol, Madhuri Dixit, Amitabh Bachchan and Julia Roberts. As for the directors, Shyam Maheshwari, basically everybody in Balaji… it is almost like a second home and Dil …Na Jaane kyon's director Gurudev BhallaHow has the telly industry been so far? Many actors complain that it is difficult to make friends in showbiz. Is it true?
I have had a healthy relationship with the industry. I was comfortable even during my modeling days . In fact, ads gave me recognition in the industry.Do you have any dream role as such?
Not a dream role per se. But I want to do theater. I think it is a good learning experience plus I want to experiment a little.Is there a Bollywood foray on the cards?
No. Not till the scenario changes. Acting in Bollywood is too cliched.As an insider, what do you think will be the future of television? What are the kinds of serials that we can expect in the near future?
Despite the popularity of the dailies, I think the audience would want to see few weeklies as well. People get bored after certain time.My personal bet is on comedies and short films just like Gubbare, Rishtey or Best Sellers.
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“The thrust of every programme is the suspense element” : Sameer Mody
He is the scream-master of television. With a string of suspense thrillers to his credit like X-zone, Thriller at 10, Saturday Suspense, Captain House, and the current Shhh… Koi Hai on Star Plus, scriptwriter Sameer Mody has established himself in the television industry.
Coming from a family of performers, Mody began his career as a painter. After a brief stint with theatre as an actor he accidentally began to write for theatre. Thereafter began a series experiments as a scriptwriter for television. Meanwhile he had begun assisting Vinta Nanda and fondly calls her his mentor.
Despite the thriller writer tag, he has been responsible for few reality based shows and sitcoms as well. He is currently co-scripting Zee’s Kittie Party.
Excerpts of a tete-a-tete he had with indiantelevision.com’s Trupti Ghag –
When and how did you get bitten by the writing bug?
Well, it seemed like a natural progression at that time. My parents were professional dancers so I always was artistically inclined. I used to write poetry as a hobby. Meanwhile, a friend asked me to fill in as a scriptwriter for a telefilm Saundarya Kaha. By then I was hooked.What are the essential requisites of a good writer?
It is extremely crucial that a writer has a point of view. A writer, needless to say, is creative, what is important is that he has to have individualism. There is no point in churning out clones.Do you write with a particular channel in mind?
Not necessarily. But there have been times when I have been approached by producers to write a story of a particular genre with a particular channel in mind. I am quite sure that this not a solitary case. Personally, I think this should be the norm.It is nice to romanticise, but at the end of the day, your work has to be saleable. It is helpful to know what the end product looks like, so you start working backward. You are subconsciously aware of the channel’s choice. If you work around it, I guess there will be no ego clashes or creative problems because neither your work is tampered with nor do the channels interfere unnecessarily.
“The sitcoms overseas usually have sexual overtones. We are culture bound people so that is a no-no for us“ Your work profile consists of different genre of serials. What is the genre that you enjoy writing for and why?
I can’t really pinpoint a particular genre. Writers should not have a fixed working style, they should be versatile.
But I am always keen on introducing an element of thrill or suspense. Thrillers drive the TRPs. Every programme’s thrust is the suspense element.Tell us something about your writing experience for different genre.
Writing is both a science and an art. What changes with change in genre is the application of either. To give you an example, writing for a daily soap follows the science rules. Not that the writer’s creative contribution any less but emphasis is on dialogue delivery, presentation, different character sketches rather than the story. It is based on certain set formulae and is analytical in approach. You have to stage few fake progressions as well, they may be used in the story ahead. While the weekly is more of a story telling.Thrillers are a different ball game altogether. It is my forte, I guess. I personally enjoy writing a thriller as it give me scope to think differently. Comedy, on the other hand, is very challenging.
And why do you say comedy is challenging?
Take a look at the sitcom history, usually a sitcom is either a hit or miserable flop.
The sitcoms abroad are usually a rage; they have a freedom of expression. The sitcoms there usually have sexual overtones. We are culture bound people so that is a no-no for us.What do you have to say about channel interference in a scriptwriter’s arena?
Well, I will not deny that. I think to an extent that is fair enough, as their money is at stake too. Besides, for any successful relationship, the partners need to come to a understanding. Compromise is the survival strategy.How do you go about writing on an everyday basis? How do you deal with writer’s block?
A writer’s job is a lonely job. I might be siting in a room full of people buzzing around me, but I am usually working alone. It is a little challenging initially, but after a while, it comes easily.
But it is a job like any other. I may have a mind block but that means I have to try harder. If I am stuck, I begin asking myself questions and the answers are usually my clues for the next part.Are the newcomers given a raw deal in this industry?
Isn’t that true for any other industry! I agree that there is certain amount of exploitation and even the pay structure is unfair. But that is just for beginners, seniors I presume are paid fairly well.Scripts nowadays seem to borrow heavily from their foreign counterparts. What do you have to say about it?
Ideas are all around. I might get an idea the same time as another person siting in another corner of the world. He might make something out of it earlier than me, that is simply not my fault.
Although, I don’t deny that plagiarism occurs. It is very much prevalent but not as much as the fuss created.“We have had enough of the family drama“ 
Unlike others, the Hindi television industry has a set of dialogue writers and a different set of script writers. What do you have to say about it?
I guess it is a dicey situation. It is very difficult for a dialogue writer. The characters are not his handiwork so he is uncomfortable with them. There is certain amount of chaos but we will have to live with it till we find solutions.As an insider, where do you think our television industry is headed?
I am not really sure. But personally, I think the current television scenario needs to be changed. I am against the portrayal of women in soaps and family dramas. It is definitely retrogressive, we do not have women of substance on the screen.I think that the public is looking for some real emotions, real tears. We have had enough of the family drama. My bet is on the reality shows and sitcoms. We need a change, but I am not quite sure if the social dramas will be off air.
What projects do you have currently on hand?
Besides Kittie Party, I am also working on a reality based show for Doordarshan called Talaaq Kyon.I also have a few movie projects on hand, I will be writing dialogues and screenplays. The Hindi film industry is looking at television as a competitor and I guess that is what is breaking the ice. Film gives you a larger scope to express, as it is a visual medium. It is much more detailed and vibrant.
If not a scriptwriter, what would you been?
I guess I would have been a politician. -
“I need to be excited and enthusiastic all the time; I work on impulse”
He’s a recent entrant to the world of hysteria ridden Fridays , public adulation and screen glamour. Purab Kohli’ s venture into Bollywood with Bas Yun Hi is a natural progression for the model turned anchor. The Channel [V] anchor has waltzed his way through serials, ads and innovative shows on V with equall finesse. His kitty includes Zee’s Hip Hip Hurray, B4U’s Sangharsh, apart from ads like Compaq Presario, Colgate, Amaron Batteries and Pizza Hut.
Purab met up with indiantelevision.com’s Trupti Ghag at a suburban coffee joint for an interview. Excerpts:
When and how did you break into television?
I never really thought about working on television. While still in college, I seriously contemplated training as a pilot. But as luck would have it, my uncle suggested that I audition for a role in his friends’ (Vinay Pathak and Nupur Asthana), television serial for Zee Hip Hip Hurray.I was 18 at that time and my first reaction was “yikes! a Hindi television serial, that’s so uncool”. Nonetheless, I landed up at the producer’s place with a few friends in tow. I had told my friends I would just walk out in five minutes after turning down the offer, but returned 45 minutes later with a role in my hand and some really mad friends to face.
How did you prepare for the role? Did you take any acting lessons ?
Since all of us were novices, Nupur and Vinay had arranged for a 15 days acting workshop. That fortnight was quite a big help. I still use most of the learnings I imbibed during those times.I never enrolled for any acting classes. Never really felt the need to do so till date. I might if I am required to do so.
“Channel [V] has been very supportive of my work and I have been slogging too”
How did the Bollywood venture happen?
My acting career may have just happened by chance, but I never took it lightly. After being an actor, a veejay and a model, the next step was the big screen.Padam Kumar, the director of Supari, approached me with a role two and half years ago but I was very skeptical at that time. After some convincing, I did agree to do the film. The movie was supposed to be my debut film, but the movie got stuck. That was the beginning of a bleak period in my life.
Care to tell us something more about it?
Well, Supari was supposed to be my launch vehicle but unfortunately the movie got into some problems. Other producers thought it would be risky to take me on for another project as I was not a bankable star and I could also not sport the ‘film debutante’ tag (sighs).Then how was the role in ‘Bas Yun Hi’ arranged?
This is an interesting tale. Raja Menon, Bas Yun Hi ‘s director was scouting for faces and he liked me in the Compaq Presario ad. My sister and Raja’s wife Anu used to go to the same gym. Anu just happened to tell my sister that Raja was trying to contact Purab. It was then that my sister offered to help out and asked me to speak to Raja (grins).By then, I was quite disillusioned with the industry and so as soon as the meeting was arranged, I told him about Supari. He was nonchalant about it. He began to talk about the part that he was to offer me. And here I am as Aditya in Bas Yun Hi.
” I do not put on an act when I am presenting a show. I behave and react just the way I normally would” You are still very much a part of the Channel [V] veejay brigade. How did you manage both? Did the channel make some special concessions for you?
Channel [V] has been very supportive of my work and I have been slogging too. I usually try and work round the clock to complete the assignments.I guess if I am not there either Yudi or Gaurav will take over. Since they are also doing some projects besides Channel[V] and I fill in for them when required, it’s more of a mutual deal than a special concession.
Do you take a pay cut for it?
No! We have a yearly contract and a fixed pay packet. We are paid per month and not per shoot so I have no problems in that department.But I guess the next change in my contract, this June-July, will have a change in terms from my side. Since I am also planning to do a few more movie projects, I will probably want a few changes in terms as well.
You have been working in television, in the ad world and now in the movie industry as well. How different is one job from another?
Very different. I do not put on an act when I am presenting a show. I behave and react just the way I normally would. So you can say that it comes naturally to me.As for acting, be it in movies or in serials, it is a long learning process for me. I like rehearsals, I take inputs from my directors and people that I think know what they say.
Television incorporates bits of everything, be it theatre or the big screen. Movies, on the other hand, have a different appeal, the reach though selective ensures immediate fame.“The project is the director’s baby he has to decide what to do with it. If you butt in every time it is just curbing the directors creativity”
Tell us something about your role in ‘Bas Yun Hi’. How did perform the part? What kind of preparation went into it?
Bas Yun Hi was conceptualized as a movie catering to urban sensibilities. It was something that you and I as city youth can relate to. I play the lead character ‘Aditya’, a typical guy next door. He is a fun person, a smooth talker.
Bas Yun Hi narrates the story of five friends in their late twenties. The story is spread over a period of 10 days when their lives are suddenly transported into a flurry of activities after one of them (that’s me) plays a prank.Aditya is not an all white character, he has a grey side as well. He is an attention seeker and quite nasty at times. While playing the part, I therefore tried and remembered that all the time. What really helped me perform was Raja’s narration. He fleshed out the character for me, explained the mannerisms, the talking style. I just took it from there. By the time we actually began shooting, all of us had become great pals. We had spent a good amount of time discussing our roles and so when the cameras rolled, we just became those characters.
What about ‘Supari’?
Supari is an out and out commercial film. Padam Kumar convinced me to take up the role two years back. The movie is about a group of contract killers coming to terms with their lives. I play a character called ‘Chicken’. The only similarity the movie has with Bas… is that Nandita is in the movie too.
It is a dark film. My role is that of a guy who constantly seeks assurance, he is a very insecure person.
I received a character brief and I worked on it, discussed it with my costars Uday Chopra, Rahul Dev and AkashDeep Sehgal. We meet up both on and off sets with the director and tried to know every character, their habits. What was left was just spilling it all out before the camera.Would you call yourself a director’s actor?
Absolutely! I think it is best to take lessons from them, it is so much more systematic. The project is the director’s baby – he has to decide what to do with it. If you butt in every time, it could just curb the director’s creativity. It is not as if I just behave like a puppet, I do give in my inputs if I feel it will add to the scene.What is the first thing that comes to your mind when you watch yourself on the screen?
Eeeks! I go through various stages of discomfort (laughs). There has never been a time that I am totally satisfied with the performance. You could call it an over critical approach.
While shooting for [V], I normally avoid looking at the rushes, if the director is okay with it, I am just fine.
But I am dead serious about my career as an actor. I would call myself a learning-every-minute actor.How do you you think your actor’s portfolio should look like a few years from now?
I am not comfortable doing certain kind of roles and I definitely would not be doing them. Neither would I play tough and only stick to the lead roles. I don’t mind playing the second lead as long as it is exciting and sensible.Besides Bas Yun Hi and Supari, I am looking forward to another movie that is a father and son relationship story.
“There is no dearth of good programmes on air…there is something for everybody. “ Who are the directors you like working with?
Prasoon Pandey, Raja Menon,Padam Kumar…I just love the way these guys operate…very systematic and extremely creative.You started off as a television actor, are you planing to make a comeback sometime soon?
Hey, I did a guest appearance in Kyunkii Saas Bhi Kabhi Bahu Thi, doesn’t that count!
(smiles) I would like to do some more television. The main problem with me is that I get bored too soon. I just simply love doing ad films, couple of days and viola!.. the film is ready. I need to be excited and enthusiastic about the project all the time, I work on impulse.What do you think about the current television scenario? Do you think enough quality work is being done?
Television as a medium per se is quite new, if you are comparing it with the television abroad it would be unfair. As for the choice of subjects, believe me there is a large audience for such shows. There is no dearth of good programmes on air…there is something for everybody.What is your wish list for the future?
Nobody is ever satisfied with whatever they get, they always want more. The list is going to be changing constantly.When I got a pay check of Rs 3500 for a job during college, I was thrilled but then I wished I had some more. I was chosen as a veejay and my paycheck showed Rs 25,000 and I still wasn’t satisfied. Now that I think about it, may be I need to be contented with whatever I have.
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“At Balaji, I am assured of a fair deal”
People love to hate her but they dare not ignore her. As the shrewd and conniving Kamolika of Kasautii Zindagi Kay, Urvashi Dholakia is offering serious competition to negative characters currently ruling the small screen.
With a string of serials to her credit – , Dekh Bhai Dekh, Zamana Badal Gaya, Mehndi Tere Naam Ki, Kabhi Souten Kabhi Saheli and the recent Kasutii Zindagi Kii to her credit, Urvashi is fast coming one of the most identified faces in the industry.
Besides bankable looks the lady has an attitude to match ; she is also quick to proclaim that she is a complete misfit in this 'double faced ' industry. Her sojourn in telly land began officially when she was just 14 with Dekh Bhai Dekh. Now , at 24 ,she claims she is ready to perform any character that she wants to.
She walks in with an unmistakable dancer's gait that speaks of her long training as a Bharatnatyam dancer, on the sets of a lavish Balaji serial , where she agreed to speak in between shots with indiantelevision's Trupti Ghag.
Excerpts –Despite your young age, you have been around for a long time in the television indstry?
It all began when I was just six years old. It was my fascination with the screen that led to me persuading my mother to help me begin my career as a child model.Was the screen your only learning ground or did you attend any acting classes?
Well, not really. I never had any time for all that. I began acting when I was 11. I performed with Nadira Babbar's theatre group Ekjute, but the stint only lasted three months but I guess that did it. I was already hooked on to the profession.
Then came ABCL's Dekh Bhai Dekh when I was 14 years old and since then I haven't stopped. I am 24 now.Do you regret not attending acting classes?
No, I think I turned out just fine.How was it acting with a huge star cast in Dekh Bhai Dekh?
If you are talking in terms of experience, it was great. It was shot on foreign locales, the camera technique used was very novel too. I was quite happy with the exposure and publicity. As Sanju's girlfriend Shilpa, I must have been mentioned in most of the earlier episodes so by the time I was introduced in the 17th episode, viewers were pretty curious to know me. I was the surprise element of the sitcom.What acting method do you adopt while enacting a scene? Do you go by the script?
Script comes second, it's always the character that comes first. I need a precise brief about the character I am playing. I then get into the psyche of the character and plainly narrate the lines. It sounds quite easy but then I need two to three days to get into the skin of the character.Are you are a director's actor?
I am more of an intuitive actor.
"Script comes second, its character first always" How was your role as Kamolika arranged?
I was acting in Kabhie Souten Kabhi Saheli, a Balaji production during the time when Ektaa Kapoor was scouting for new talent. I entered her cabin and she called me Kamolika. That was about it. She then etched out the entire character for me. It seemed like an interesting role so I agreed to do Kasautii Zindagi Kay.What is your favourite character till date?
That will be the character of 'Pooja' I played in Mehndi Tere Naam Kii. It showcases all possible shades of a character, right from a bubbly carefree teenager who transforms into an ambitious go-getter to a rebel and finally metamorphoses into a mature woman.What went into the role of Kamolika?
Like I said, Ektaa briefed me about the character, then we discussed it in great detail. It is a tradition at Balaji, that both Ektaa and Shobhaji sit with the team and explain each character. Ektaa enacted a few scenes to let me know how the character would behave and I got a clearer picture. When I reached the set, I already had a picture of Kamolika in my mind so I simply went by my instincts and acted as I thought she would.It seems like you are opting only for serials made by Balaji Telefilms? Is there any specific reason for this?
Not at all. I would love to act under a different banner but I haven't got any good offers. At Balaji, when I sign up for a character, I am assured of a fair deal. They have faith in me and I share the same feeling. They have given me roles where I can perform.Your roles range from an innocent teenager to a vamp. How did this transition come about?
Smooth sailing so far. The only thing that I am afraid of is being typecast, to an extent I think I already am."Balaji Telefilms have given me roles where I can perform"
Does that mean you are not too happy with your role in 'Kasautii…' ?
Don't get me wrong, I think Kasautii…. did wonders for me. In fact, I can say that many people recognised me as a good actress after Kasautii…But I cannot Identify with that character, there is so much to me than Kamolika. I just want to present that to people.The character of Kamolika is currently sharing a platform with that of Menaka in 'Kasautii…'. Do you feel threatened?
Of course not. Kamolika is a strong character. She may be shrewd but she is certainly not stupid and plus, she has already established herself. I think it should be other way round.What do you think about the 'saas-bahu' serials on air?
What about them? I think they are quite well made.I don't see people relating to the characters in the soaps. Isn't it time that these serials pave a way for something more realistic?
I don't see why. Despite being period dramas, Mahabharata and Ramayana are very popular on television. All the current soaps are loved by the audience. As long as they accept it, I see no reason to change. As for the niche audiences, there are other serials on air to suit their tastes.What projects are you working on in the near future?
I am contracted for two years with Balaji Telefilms. Besides Kasautii, they have also signed me for a new serial Kahani Teri Meri, in which I play a catty girl 'Kajol'. This again revolves around a Bengali affluent family but the storyline is completely different from Kasautii…Is there a crossover to Bollywood on the cards?
No, I think Bollywood is not yet ready for good talent (Laughs) . Seriously speaking, I think the film industry has a mind block. It is not willing to accept actors from television yet. -
“Our business model depends on walk ins; we do not aim at high profit margins ” : Cafe Coffee Day marketing head Sudipata Sen Gupta
Cafe culture is the latest trend to take the nation by storm. It joined the race simultaneous with the satellite culture. Although not as big, the culture has nonetheless caught on the consumer fancy and has spawned quite a few coffee chains. Amongst the big guns is Amalgamated Bean Coffee Trading company’s Cafe Coffee Day.
Cafe’s marketing head Sudipta Sen Gupta is understandably quite excited about the cafe’s prospectus. While the company is poised at launching 49 more cafes in the country, it is also looking at opening cafe chains worldwide- all before the financial year end.
Sen Gupta started off her career with Compaq and Pepsi before she joined Cafe Coffee Day three years ago. She has been one of the core team members, who worked on the look and the approach of the cafe before it launched in a big way. She spoke to indiantelevision.com‘s Trupti Ghag about the company, how it functions and in which direction is it looking now.
Excerpts:
What is the business structure of Cafe Coffee Day? What are the other revenue models besides the cafe?
At the cafe, we sell coffee, food, merchandise and a certain amount of music. A large chunk of revenue that our parent company Amalgamated Bean Coffee Trading generates comes from exports, followed by profit margins from the cafes as well as coffee powder retail followed by vending division and kiosk division Express coffee.How would you chart the growth for past couple years since you launched?
We launched in 1996 in Mangalore, we were the first chain in the country.We have seen a meteoric growth post 1999; coincidentally many other players came into the market then. It could be owing to the cost effect syndrome, but the coffee culture took then. In 2001 we had 14 outlets in five cities and now in 2004 we have 151. We have planned to launch 49 more outlets by the end of this year, which will make a total of 200 outlets.
In addition to that we are also going abroad. We will open 50 outlets overseas in 10 cities.
What is the strategy behind opening up café’s abroad? Hasn’t the cafe culture been prevalent abroad for some time now? Aren’t there enough cafe’s already there?
Apparently, as our studies show, they can take many more. We have been studying the central overseas market in the last quarter and we found that there is scope. Especially for cafes like ours, which is about world class coffee experience at affordable prices.Who is your target consumer?
A typical Cafe Coffee Day consumer, demographically, would be male or female between 15-29 years of age, belonging to middle or upper middle class. About 40 per cent or more are female.But according to us, the typical consumers at our cafe is young or young at heart. Any body who is youthful, be it in terms of age or outlook, would like to hangout at a Café Coffee Day because of kind of ambiance that we offer. We are about juke boxes, good and affordable coffee and food and an informal atmosphere. The brand fit is with youth or young at heart.
Is that the reason why you associate with on-ground events? How does it really help the business growth?
No. It doesn’t directly impact growth. On ground events are more to do with marketing our brand. Although, electronic media is one of the options, we don’t really think that it is required. We are focused on more targeted activities in the cities where our café is located. It would help us get across whatever we wanted to tell our target audience better.Growth comes from how well the café chain is doing and how well the market is doing. As of now, the market is growing. It has barely scratched the surface. It can take many more cafés, many more players and many more types of coffee chains targeting a spectrum of consumers.
“Our brand fit is with youth or young at heart “Who do you regard as your closest competitor?
If you are talking about Cafe Coffee Day as meeting place then the park bench is our competitor, if you are talking about in terms of food and chain then McDonalds is a competitor and so are other coffee chains. We straddle various competing sectors and at the end of the day I think we are competing with the next big thing.Which is?
I don’t know! Right now coffee culture is happening.What about competitor within the coffee chains?
We don’t have any competition because we are not competing with the others. In fact we are aiding each other in creating and growing the coffee culture. All of us have a distinct identity. We sure do!We are not trying to be some one else. We are not trying to be an upper class coffee shop where you can walk in only if you have certain amount of money in your pocket. These are the upper end coffee shops that have hookahs and the works.
We are about an every day hang out. We are about being the third most frequented place after home and workplace or college. So we are like the coffee chains overseas but we are about affordable fun. I think we have a distinct identity; we are about coffee and about hanging out and about nice time spend.
What is your best selling item on the menu? Isn’t Cafe Coffee Day more better know for its cold coffees?
The best selling item in summer is frappe, which is coffee and ice cream blended together. It is favored by the young people. In winter it is cappuccino. Especially in the northern states, the best sellers are hot coffee. But yes, cold coffees are very popular. If you look at average sales per year, cold coffee sales are higher than the hot coffees. But that is because of a weather that you face. Is it really that chilly across the country?Also, cold coffees are favored because they are unique. Frappe is a universal formulation, but at the same time we have a range of ice-blended coffees that are unique. We have a cardamom flavoured coffee, chocolate flavoured coffee, coconut flavoured coffee, even a mint flavoured coffee and a coffee garnished with bitter coffee beans. I think it is because of the exciting recipes that people go for them. But there are real coffee connoisseurs who will have their cup of cappuccino and nothing else.
How do you decide on the menu? It has to be noted here that all your products have a decided Indian taste to it – be it food or coffee.
It was the consumers’ choice. We do a series of taste test before the product is launched. We also adopt changes after a series of feedback either via feedback back form or by studies. Since our cafés are own by us, we can do these dipstick studies at any time. And we have got some specific feedback’s. Like for example, when we were launching a spinach sandwich, consumers said that they would prefer a spinach-cottage cheese combo.“We are about being the third most frequented place after home and workplace or college”How do you go about scouting location for your cafe’s? Do you own the premises or do you get it on lease?
We have a department-the business development team- who are in touch with a lot of property owners. These days a lot of property owners are contacting us.We normally take up places on long lease.
When you launched, one got to hear about a rumour that your coffee has a chicory blend? Comment.
No! Our coffee’s do not have chicory.How has the government support been?
We should not look up to government, unless for policy issues like VAT. I think we have the support of our customers and that is enough. It is not right to always depend on government to do everything for you. We are pretty much ok.What government probably can do, and entire coffee community will appreciate, is to help the needy coffee farmer. Everybody who has anything coffee industry will benefit from it.
What is the core strength of the company?
We are looking at being all aspects of coffee, right from the estates to the cup of coffee that we serve. We are getting into new areas; we have got into coffee vending very seriously. We are looking at Coffee Day take away and coffee kiosk divisions very seriously.It helps if your linkages are strong with coffee, as a product, in all its aspects. We are a true coffee conglomerate.
Where does the coffee chains move ahead from here? You have already started merchandising. Are you looking at building it up?
Not really, merchandise started more as a sentimental thing than as a revenue stream. We wanted to reward coffee lovers and we started selling mugs. People wanted to wear something that reminded them of the cafe so we designed T-shirts and we sold thousands of those.But, yes it has become a serious business now. We are looking at 5 per cent of our revenue coming from the merchandising. We are also into selling bags, pens and filters. But there will always be a linkage with youth and coffee. We will always keep our focus; we will not become a retail store.
“If we get a good deal from any other media, we will definitely go in for a marketing deal. But as a advertisement option or as a marketing spend, we are not looking at mass media”Currently, what is the revenue pie of the company like?
I cannot share this information with you. We are a privately held company.What is the group turnover of the company?
The group turnover is expected to touch about Rs three billion now. It was Rs two and half billion last year.How do you go about advertising on the television channel? What about ticket sales?
Last November-December 2003, we were approached for a ground contest around a very popular programme on Zee English called Friends. All the six lead characters are shown often visiting a coffee shop and a lot of youth like watching the programme. That is why we had a contest running where you could win Friends‘ merchandise. The linkage was that it was that it is a youth based programme and it had a coffee house.Latest, we have tied up with Channel [V]’s Get Gorgeous contest. The reason being that a lot of our young consumers are interested in careers. Modeling is a career that a lot of youngsters are interested in and this was an excellent platform. We have also done promotion for History Channel, where we have run promotion for Hollywood Heroes. We had asked a few question and a lucky winner won a trip to Hollywood.
We are involved in ticket sales in quite a few events, Enrique being one of them. We were involved in WWE, Elton John ticket sales. These acts are very much appreciated by our consumers.
Besides that we also tie up lot of the youth brands. Our promise to the customer is that a lot can happen over a coffee. So every time we try to ensure something good happens to our customer. So we have a contest going on with Levis, another one with Scooty, and latest contest with Liril.
What is it that you get out of these ticket sales?
It is the organisers’ benefit, really. They need to tell people where the tickets are available and single Café Coffee Day logo says it all. You don’t have to print 10 addresses.From our point of view, we always ask for a certain amount of tickets around which we have a contest. Couples can win ticket for free. This in turn raises the awareness level as cafe staff approaches the consumers to inform them about the contest. There is not a better publicity mechanism then the guy who is serving you telling you about the same.
What about promoting your fare through in-serial or in film promotions?
We still don’t believe in mass media promotions. But we want to be involved in all the areas of serious consumer passion. We are doing it with music. About 80 per cent of our cafés have a juke box and a few of our cafes are now book cafes.Next big consumer passion is Bollywood, so we decided to associated with movies. But the way it happened was quite accidental. A few movies, whose target audience matched that of the consumers at Cafe Coffee Day, started shooting a few scenes in the cafe. So we had a Hindi movie Bas Yun Hi and a couple of Telugu and Tamil films with prominent Cafe Coffee Day brand placement. Later we took a conscious decision of being seen in certain movies like Khakee and Main Hoon Na.
As part of this effort, the brand has been placed smartly in two forthcoming Bollywood ventures, the Amitabh Bachchan, Aishwarya Rai, Vivek Oberoi starrer Kyun Ho Gaya Na and Sajid Nadiadwala’s Salman Khan, Priyanka Chopra starrer Mujhse Shaadi Karoge.
Another placement area that happened accidentally was with HDFC. They wanted to promote their debit card and they choose us. So all the 21 cafes had debit card machines, just during that month. The ad was shot in a Cafe Coffee Day premises.
A lot of serials are shot in Cafe Coffee Day. Recently, Kahaani Ghar Ghar Kii was shot but we have no prominent tie ups.
What we are offering is just a location to shoot in. We do charge a very small amount, which is the direct revenue loss for that period.
We have done ads but all through barter deals. If we get a good deal from any other media, we will definitely go in for a marketing deal. But as a advertisement option or as a marketing spend, we are not looking at mass media.
Earlier, you mentioned that there was a sales boost during the contests….
Eventually, when there are contest we have very high walk-ins. Ours is a business model that depends on walk-ins. We do not
aim at high profit margins. Walk-in’s pushes our sales in the bargain.Conversion rate is 100 per cent because no customer sits in a Coffee Day without consuming anything.
“We tied up with Zee English for ‘Friends’ contest because it is a youth based programme and it had a coffee house. So the linkage was to reach out to the youth that watch it”What kind of interaction is encouraged between the consumer and the staff?
I think our staff now has got it. Earlier, they used to look at themselves as waiters. Now we have finally managed to convey it to them that you are doing a job and you are at par socially with many consumers, so your attitude and your communications should be up to the mark.It is not sufficient that they clean the table well, but they have to be able to communicate with the consumer on one on one basis. It is a cultural shift; it is a huge responsibility as, in India you do not look at the people serving at your table as your peer.
We want somebody who can be a friend to the customer but at the same time will know about the international standards of hygiene and cleanliness and personal grooming.
How often do you conduct quality checks in your cafes?
All the time and in several aspects. The operational in-charge will go around checking business, record keeping, service and check the feedback forms. The food in-charge will look at the way food is being stored, coffee is being made, what is the time take to extract the coffee and so on. Marketing person will go about checking displays, how the merchandise are displayed.Is there are staunch Cafe Coffee Day person or your consumer group is often switching between other cafes?
I wouldn’t be in a position to speak about any other chain. But yes, we have a staunch Café Coffee Day person. There are people who visit the café at least four times a day. My data base consists of 1,35,000 e-mails of customers. About 60 per cent of the consumers are regulars, which mean they come to the café twice a week or more.Where are you aiming at going ahead from here? Would you ever start an high end product?
We really don’t know. Every division employs about 1800 employees. I don’t think that we will ever go for a high end product, there is enough scope for a product like ours.
