The Voice of the University of Toronto at Mississauga
MEDIUM THE
MONDAY, MARCH 24, 2008
VOLUME 34, ISSUE 24
www.mediumonline.ca
Teaming up to deliver Postcards
An environmental victory
Women’s div 1 ball team are champs
Page 6
Page 10
Page 12
Antakshri spreads love MEGHA KUMAR ASSISTANT NEWS EDITOR
In celebration of Holi, a spring festival of colors celebrated in India and Nepal, rival countries India and Pakistan competed in a musical challenge organized by the Hindu Student Council (HSC) of the University of Toronto Mississauga on March 20. The event, which took place in the Presentation Room of the Student Centre, involved a lively performance by HSC volunteer Oshin Chhabra on a Bollywood mix and five rounds of Antakshari, a popular musical challenge where two or more teams sing Bollywood songs beginning from the last consonant of the song sung by the previous team. HSC co-events coordinator Oindrilla Sarkar and vice president finance Vivek Govardhanam hosted the evening and controlled the high level of enthusiasm and extreme chaos within the crowded room. The Indian team 'Kavis' competed against the Pakistani team 'Shayars' for five rounds, with each round increasing in the level of difficulty. The two teams sat opposite each other against the wall, waving their respective national flags while each team screamed 'Pakistan/India Jitega' (Pakistan/India will win). The final round, which involved figuring out the translation of English lyrics to popular Hindi music, saw the teams become more competitive and aggressive, and there were sever-
al “boos” when a participant on the Indian team got the name of a song wrong. Controversy regarding lyrics confusion stemmed from complaints by the Indian team when they lost out on points because the hostess read the lyrics of a song incorrectly. The judges finally called a tie in the total amount of scores, and the tie-breaker saw Pakistan winning the Antakshari contest for the second consecutive year. Several Pakistanis paraded the Pakistani flag in happiness. With Rohit Dubey as president of the HSC, the club won ‘best club’ in 2006. It has hosted several events since its inception, including a Diwali Mela and a Saraswati Puja. “The message here is about diversity. The Hindu Council has tried hard to organize the event so that it's not controversial. Let's spread love between India and Pakistan because that's what it's about,” said recently elected president of the University of Toronto Mississauga Students’ Union, Wasah Malik. The event ended with Hindi music and free South Asian food. “We spent a lot of work and sleepless nights for two months and I'm glad everyone came out tonight and had a great time,” Govardhanam said. He added, “We got the lyrics from reliable sources, no one can be a 'pandit' (scholar) for lyrics because it's never the exact meaning, so I think it was just a misunderstanding. We did a great job otherwise!”
Photo/Melissa Di Pasquale
Students had fun at the Antakshri competition as part of Holi celebrations at UTM.
King Kong makes money MEGHA KUMAR ASSISTANT NEWS EDITOR
Photo/Matthew Filipowich
The Undergraduate Commerce Society (UCS) at University of Toronto Mississauga saw some chest-pounding action on March 20 in the South Building Faculty Club room as sports and entertainment marketing guru Jeffrey Neiman explored the world of King Kong and its consumerist power in an engaging seminar entitled “The Art of Licensing for a Major Movie Production.” While discussing the film-making process, promotional opportunities and marketing strategie s of the fourth-highest grossing film in Universal Pictures history, Neiman offered free movies to students who answered questions about King Kong correctly. His main advice to aspiring marketing students is to know who their audience is.
Research shows that not only is King Kong a recognized icon worldwide, it is ranked as the number-one movie creature, overriding even Godzilla and the tyrannosaurus rex. Aside from choosing a good concept with key successful elements, a good director, an attractive female lead and state-of-the-art technology, Neiman attributes King Kong's success to the licensing of 'King Kong' products. Taking key elements from King Kong, such as its strength, size power and the trademark chest pounding, Neiman promoted King Kong in products ranging from video games, Campbell’s Chunky Soup, Gatorade energy drinks and Webber multivitamins to up-sized 'King' meals in fast-food restaurants. King Kong has issues relevant to the current world, such as the importance of strength and power, the misunderstood ferocious crea-
ture in a civilized world and the 'beauty and the beast' romanticized idea of love. “Feeling bad for the bad guy still works in society,” Neiman said. He noted that taking advantage of a particular market at a particular time is important during Christmas time, pointing out that Christmas was a good time to release the movie alongside 'King-size' products that were reflective of the iconic creature. Neiman showed that marketing can have boundless capabilities by passing around an example of 'King Kong' currency that prompted several curious, shocked and amused reactions. “The currency is valid in New Zealand [where they shot the movie]. It works just like the looney in Canada!” Neiman commented. Refreshments were served, and Neiman was available for questions after the session.