The Genius of the Movie Mary Kom

Mary KomA lot has been written about the brands being featured in the movie Mary Kom through in-film promotion. So what does that say about the movie? The answer being: The brands beginning with USHA had full confidence on the cast, crew, director and foremost on the legendary story of Mary Kom, which no doubt you will agree once you have watched the movie. And with the critics awarding constellations and not just stars to the movie, proves this beyond a shadow of doubt.

Unlike other movies where in-film promotion is jarring, it is never so in Mary Kom. Priyanka Chopra goes about doing her marvelous magical stuff (read acting) without any disconnect, speaking lines that one would naturally do in real life and not in a commercial.

10599289_10154471862990251_6407367261618533489_nMost likely you never even noticed these in-film promotions before you read a news feature talking about it. The best in-film promotion in all of Hollywood and Bollywood and all others Woods put together probably happens in movie The Transporter, starring Jason Statham driving around in his Audi. It was subtlety at its best. But they did it with just one brand. Here we have 20! And all of it done so very subtlety.

Some of your friends and acquaintances, who are into Brand promotions, might disagree. Well, that’s their job – they are hardwired to notice such things. Never mind them, because that experience would be similar to watching Sholay with a Camera person, which a friend of ours did a few years back. His experience was jarring, not because he found Sholay lacking but because of the constant chatter of his cinematographer friend who kept commenting on the angles taken and how it could have been done better! Forgetting to take into account that Sholay was actually shot on traditional 35 mm film! And was later converted to give it the look of being shot with a 70mm (the reason being 70mm cameras were expensive in those days). During that era Hollywood was using 35mm to shoot documentaries and here was a genius who made a legendary film with the very same camera type!

So our accolades go out to the writers and director who managed to seamlessly integrate 20 leading brands into a span of 3 hours without a hitch!

By, the way look out for USHA, when you are watching the movie. We are impossible to be missed, now that you know.10534692_10154471855855251_3464035536723766996_n

Free Sewing Tutorials: Where Knowledge is Free

Gandhi copyUSHA Initiatives brings Gandhian principles to the new age by adopting new technologies to empower women and thereby awaken the world to new possibilities: “Where the mind is without fear and the head is held high / Where knowledge is free…” (Rabindranath Tagore)

On 21, October, 1936 Mahatma Gandhi wrote to Rajkumari Amrit Kaur “If you women would only realize your dignity and privilege, and make full use of it for mankind, you will make it much better than it is.” The Father of the nation believed both in women empowerment through education and the power of the Spinning Wheel. USHA Initiatives with the help of the growing power and penetration of Internet in the country is trying to reach out to self-motivated women either with a passion for sewing or beginners who would like to take it up as a source of income or hobby.

Besides its many Silai Schools, USHA has made available a series of free downloadable Sewing tutorials under various titles. These books range from basic sewing tutorials to complex stitching and tailoring of garments and embroidery work. The Books so far released are:Downloads

  1. Indian Garment Design Course Book
  2. Little Girls Dress Making Course Book
  3. Machine Embroidery Course Book
  4. Western Casual Wear Course Book
  5. Sewing and Design Course Book
  6. Creative Design Course Book
  7. Cutting and Tailoring Course Book

Each Book caters to different needs and together contains thousands of instructions on how to sew, starting from the basics of a stitch and fiber choice to complete garments, home décor items and fashion accessories.

You can download them at: www.ushainitiatives.com/free-sewing-courses or at the Usha International website

Creative Branding: Cool it Raphael!

Ask a room full of people to name top three classical painters that immediately come to their mind? Leonardo Da Vinci, Michelangelo and Raphael, are the most likely ones to figure. So, was this all our Marketing Research behind naming our groundbreaking acrylic series of colorfully glossy fans – Raphael? The answer o’course is no, if it were, we would have named it the thrilling Da Vinci or the pleasing Mona Lisa.

The Raphael Series

The USHA Raphael Series

When we dreamed of the Raphael series, we inspired to create art – a fan that would be glamorous enough for the Renaissance and yet be equipped with the latest technology that would make the Renaissance look cool and comfortable! The Sistine Chapel, thus was out of the question with all due respect, so was the Medici household. And thus we settled on the gorgeous Farnesina Villa, (then owned by the Chigi Banking Family). In two words the interiors of the Villa are ‘glamours and classical’. We could add a hundred more adjectives to it, but to cut it short -this was the place our fan perfectly fit in, adding both glamour and style. Incidentally the interiors were painted by who else but Raphael and hence the name.

Villa Farnesina

Villa Farnesina

But the story doesn’t end there, Raphael’s most famous painting in the Villa is the Galatea – a painting so remarkable for its time, that many consider it to be the beginning of baroque, the very genre our gloss finished fan was inspired from. Well, that was the story behind the name (Please don’t ask ‘What’s in a name?’ that line has simply been overused a little too much).

Galatea & Raphael Fan Detail

Galatea & Raphael Fan Detail

For us the Raphael Fan was a first of its kind with its: Hourglass inspired exquisite canopy design, Sparkling colours and its uniquely designed parallel blades that enabled high air displacement. And again coincidentally for ancient Rome the waters depicted in the Galatea painting was the inspiration behind most of the first Roman fountains you see today. The waters from these fountains made ancient Rome cool, their aesthetic appeal still manages to make a Roman Holiday cooler; and as for the USHA Raphael Fans they will always keep you glamorously happy – switched on, soothingly cool and switched off, stylishly cooler!

Trevi Fountaib

Trevi Fountain

We just hope that our homage to dear old Raphael doesn’t make him spin in his grave! Or do we? For these hi-tech fans can spin glamour into the simplest of rooms. But we are sure Raphael the eccentric he was, would be loving it. For flaunting was second nature to him, just like the USHA Raphael Series, would be to you.

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