Ramp, the modern mall

THE RAMP was short, very business like. Understandable because it was a different fashion show. The ``creative presentation'' using ``elements of a fashion show'' was used this time to launch a tissue handkerchief.

Well, many waited for the difference to show for the next 45 minutes of the event, choreographed by Rashmi Virmani, and which featured models from Mumbai and Bangalore including Shyla Lopez, Shamita, the Jackies (both B and V), Anju, Pradipti, Sheetal and many more.

`Wipe' was the watchword and the models, not-too-good actors and actresses, made exaggerated gestures at how the global market leader in the segment, now entering Indian market, could be used through some seven sequences. Some wiped their faces, others hands and legs to drive home the message. The product is a ``necessity for millions of people across the globe,'' the voice- over told us.

The first sequence sought to highlight the `virgin white' qualities of the tissue and models, while the second, set to a sultry summer theme, taught the viewers on many an imaginative use of the tissue. Well, the tissue could be used for cleaning the mirror or shoes, we were told.

The fourth featured quite a few school kids, some unused to the glare from the zillion-watt bulbs. The first kid did a kind of limp-run, waited at the end of the ramp, opened her lunch box, took out the tissue and wiped. Others followed suit. That sequence was to illustrate the concept, age no bar.

Traditional Indian dance forms found a mention, mainly to drive home the point that the product went well with cultures and attitudes. The closing sequence featured a model dressed in a 1000 packets of tissues. The flowing white dress looked more like any other bridal-kind of wear, but we were told that a total of 7000 individual tissues went into its making!

By R. K. Radhakrishnan

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Section  : Entertainment