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About Amit Varma

Amit Varma is a writer based in Mumbai. He worked in journalism for over a decade, and won the Bastiat Prize for Journalism in 2007. His bestselling novel, My Friend Sancho, was published in 2009. He is best known for his blog, India Uncut. His current project is a non-fiction book about the lack of personal and economic freedoms in post-Independence India.




Bastiat Prize 2007 Winner

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01 October, 2009

What the Peon Dreams About

Rekha Nigam has some wonderful advice on advertising:

I don’t know about advice, but I would ask aspirants to join advertising only if they were truly interested in people. Because that is what it’s all about. I see too many people who are too self-centered, too wrapped up in their own world in advertising today. It’s not about a great felicity with words or magic with visuals at all. It’s about being interested in what the peon who brings your tea dreams about. Ask yourself, do you really care about the fantasies of a housewife who does not have a life so the others in her family can? Do you know what a rainbow tastes like to a little street child? Do you really understand what a cell-phone means to an illiterate woman in Balia whose husband works as a vegetable vendor in Mumbai? If you don’t give a damn, please stay away from advertising. Write a book, paint a masterpiece, make a movie that wins at every international festival, but DO NOT join advertising.

I’d modify that a bit and say that in my opinion, this advice holds true for literature and cinema as well. So if you don’t care what the peon dreams, don’t write a book or make a film either. You can go paint a masterpiece, though.

And really, speaking about writing, there are too many books written these days by writers who stick their heads up their own arseholes and describe what they see. That reflects in their sales as well—who besides friends and family can tolerate the view up there? A little less self-indulgence, and some looking around at the fascinating world around them, would help.

And no, duh, do you really expect me to take names here? I’m not getting into no lit controversy, ever!

(Link via @bhatnaturally, via @rjauhari.)

Posted by Amit Varma in Arts and entertainment | India | Media | Personal | Small thoughts

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