‘Golmaal 2′ – a scam sequel?

Everyone loves a sequel these days. And you would think director Rohit Shetty is doing the same with ‘Golmaal 2′.

But wait, his film won’t be a sequel to the first, ‘Golmaal – Fun Unlimited’.

Arshad Warsi, who was a driving force in ‘Golmaal’, said, “The second ‘Golmaal’ has nothing to do with the first. There’s a new script with new characters in the second film.”

“I’ve a totally different role from the first film. And I’m not fully sure right now whether I want to do it.”

So why’s it called ‘Golmaal 2′?

“That’s what I was asking Rohit. There’s no need to give the same title to two different films. Why unnecessarily make audiences feel they’re returning for the same experience when they’re not in any way related?”

Of course, Arshad is part of the third ‘Munnabhai’ film. But he isn’t very sure of being in the second ‘Golmaal’ film.

“Sequels work because of the characters, not the storyline. Superman and James Bond work because of the superheroes. ‘Munnabhai’ works because of Munnabhai and Circuit. I’ll have to make the producers of ‘Golmaal’ understand that.”

Mudra to handle Apollo’s JV on health Insurance

Apollo’s health insurance project – a joint venture with German insurance company DKV – will be rolled out by August-end. The creative duties for the same will be handled by Mudra Communications out of its Delhi branch.

This JV, in which Apollo holds a majority stake, plans to roll out five different health insurance products by the end of August.

Besides, Mudra, there were four other agencies in the fray for this business. The pitch for this business was held in June; however, the names of these agencies could not be ascertained. The participating agencies were briefed to come with a detailed presentation on a strategy to position the brand and launch corporate initiatives for the new venture. Only those agencies were invited which do not handle any insurance brands.

Mudra’s mandate will be to launch the brand and position it aptly in the Indian market.

The media plan and the campaign are being put in place. The advertising campaign will be rolled out immediately after company’s official launch. The source informs that the company plans to use print, outdoor, television along with new media to promote its initiatives.

Health insurance has a very low penetration in India. Though in the recent times the awareness for health related insurance has gone up. Earlier consumers preferred to pay up their medical bills but now with rising medical expenses and the burgeoning awareness, it is expected that the health insurance sector will be the fastest growing segment in the insurance category.

Also, the competition within the health insurance segment is growing. An insurance expert informs that this newly launched company will have to do a lot of homework and create a brand out of itself from the scratch.

There is also a buzz that Life Insurance Company of India (LIC) is planning to foray into health insurance within six months. It had earlier planned to do the same though the plan was scrapped.

Following Raj Kurup, Parle Agro moves to CreativeLand Asia

Creative duties for the entire Parle Agro portfolio have moved out of Grey Worldwide. The agency had been handling the business since December 2004. However, things changed after Grey Worldwide’s regional creative director, Raj Kurup (who had been active on the Parle account), quit the agency a few months ago. He went on to start his own creative outfit, CreativeLand Asia, and his entire creative team followed suit.

As he is no longer with Grey, the Parle Agro portfolio has moved with him to CreativeLand Asia. The size of the business is around Rs 30 crore. Parle Agro’s brand range comprises Frooti, Appy, Appy Fizz, N-Joi and Parle Bailey Aqua.

Recently, Parle Agro’s media duties too, had moved out of MediaCom (Grey’s media arm), to OMD, tracing the agency’s co-presidents Jasmin Sohrabji and Harish Shriyan’s exit from MediaCom, and their subsequent move to OMD.

Someone perhaps wisely commented on advertising being a ‘people-driven’ business.

Speaking on the shift, Nadia Chauhan Kurup, director, marketing, Parle Agro, tells agencyfaqs!, “Just like in the case of Jasmin and Harish, we noticed a difference in the Grey’s output post the creative team’s departure.” Therefore, the comfort factor led to shifting the business to CreativeLand Asia.

Says Raj Kurup, chairman and chief creative officer, CreativeLand Asia, “We don’t look so much at the clients and billings we get, but more so at the brands they have. In terms of sheer excitement, these are great brands for us.” Kurup was responsible for the repositioning of Appy Fizz and Frooti, a year ago.

The new campaign will break sometime around Diwali, and the media mix will include television, press, outdoor, radio and viral marketing.

CreativeLand Asia will also be responsible for the new product launches from the Parle Agro stable, which are due in sometime.

When on YouTube, check out EUTube

The European Commission, the executive body of the European Union, has launched its very own channel on YouTube to make its audiovisual content more widely available to the public.

The channel, EUTube, contains video content ranging from documentaries covering the EU’s activities and history to interviews with European commissioners.

Issues such as climate change, energy and immigration will all be covered by the content available on the channel.

Margot Wallström, the Commission’s vice president for institutional relations and communication strategy, said the channel demonstrates that the Commission is committed to better explaining its policies and actions to citizens.

She added that the EU can’t ignore online developments–particularly the use of video-sharing sites–because it is important to communicate with citizens using all available means.

At present, there are about 50 video clips available on EUTube, including an interview with Wallström, along with a documentary on the EU’s postwar development.

The secret man in Mahima’s life

There’s been a lot of speculation regarding Mahima’s status in her off-screen life, which she guards so closely and cautiously. But sometimes even the finest ‘undercover artist’ can fail when the media is on the prowl. For many months, gossip mills have churned stories of the actress’ supposed relationship with a ‘businessman in America’.Then recently, she was spotted with an ‘obvious tummy’, sparking many stories; and we don’t need to get into detail here. But yes, it did raise many eyebrows. Obviously, the next big question followed. Was Mahima secretly married? Well, she’s not telling anyone anything yet.

And neither is she making too many public appearances; leaving everyone wondering – Hooked or single? Married or unmarried? Now our sources reveal more about Ms. M. It’s heard that Mahima’s supposed love-interest doesn’t belong to the world of movies or glamour.

Allegedly, he’s Bobby Mukherjee, a high-profile architect based in Mumbai; reportedly a divorcee with two kids. And no, he has nothing to do with the illustrious Mukherjee family (Rani, Kajol) of tinsel ville. We always knew Mahima preferred non- filmi types, so we aren’t so surprised.

In fact, for the new man in her life, she’s just ‘Ritu’ (Mahima was the screen-name given by Subhash Ghai, remember?) We don’t know how far this is true because Mahima has sealed her lips on this issue; and is not willing to reveal more than she wants the world to know.

But there’s nothing wrong with it lady, love is a beautiful thing, isn’t it? And for a pretty woman like Mahima, we’re sure there would be many handsome suitors. Right?