FREE IDIOTS : The New Age Genre

TAARE ZAMEEN PAR
ROCK ON
WAKE UP SID
ROCKET SINGH

...and now 3 IDIOTS (more than 400 crores in box - office revenues, all records broken)


Points to be noted:

1. All these films are about ‘Idiots’, or about people who followed their passion against all odds.

2. In media verbiage, the frequency & reach of these films is increasing with alarming rate.


Hypothesis:

Films are always a reflection of the society, whether it be the ‘angry young men’ of yesteryears or the ‘Idiots’ of today. The mass consciousness seems to be reaching a tipping point and this is reflected by the most successful films of late. These films comprise a New Age genre with some common attributes. These attributes are:

1.All of them are about following your passion rather than blindly & mindlessly aping systemic norms.

2.They talk about working for fun and not just money.

3.‘3 Idiots’ also takes a dig at covetousness’s negative avatar & rat-race creeping into Indian society.

4.They promote an infectious positivity (AAL IJJ WELL, AAL IJJ WELL :) in the face of all odds.


The values underlying these attributes are:

1. Follow your heart.
2. Do what you enjoy.
3. Live simply, live fully.
4. Always be positive.


Implications for Media & Brands:

The values espoused by these films are universal & timeless. However, the era that we live in has made them even more relevant to a large chunk of the populace. Thus, both media & brands might benefit by imbibing these values in their communication.