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Writing on the sands of time...

In New Delhi this week, Amitabh Bachchan came, saw and conquered the hearts of one and all, albeit in a brief appearance.



The face that attracts... Amitabh Bachchan in New Delhi. Photo: Sandeep Saxena.

EVEN POLICEPERSONS were busy clicking him away with their mobile phone cameras. Children were let loose to have a glimpse of the superstar. The paintings, inspired by poetry hung on the walls of the venue, Visual Art Gallery in New Delhi, suddenly became important to the visitors. Because Big B Amitabh Bachchan was there to look at them, along with wife Jaya and `friend and younger brother' Amar Singh.

The only thing lost in the flurry of events was the most important event itself; the launch of Edson collection of fountain pens of the French brand Waterman on the occasion of the first anniversary of Luxor Writing Instruments Private Limited. Luxor markets Waterman writing instruments in India.

And the brand Ambassador Bachchan was as usual seen at ease with himself as D.K. Jain, Chairman and President of the company, showered him with praises emphasising that he and the Big B are "of the same age". He was also presented with a painting by an artist Om Pal, which the artist based on the superstar's father Harivansh Rai Bachchan's poems.

Bachchan knew what to say, to whom and how much. He made no secret of the fact that he got ready to become the brand ambassador of the product for he was "bullied" into it by an assertive and go-getter Puja Jain, Director of Luxor. "I am very happy to see that more and more women are coming into the domain of marketing that was once supposed to be dominated by men only." And that he was "always impressed by D.K. Jain's humble beginning".

This is Bachchan's fourth year of contract with Waterman while he has signed another year-long contract with them for 2005.

The range of Edson collection, which has an 18 carat gold nib, starts from Rs.22,000.

So, time to make a new beginning, writing on the sands of time with the one and only Amitabh Bachchan. After all, not many fathers can claim to be able to keep pace their children - remember his son's Phir Milenge and Dhoom hit the box office last week, and Amitabh Bachchan himself is wooing the audiences this week with Hum Kaun Hain. The same durability, the same trust.

* * *

Big time

AMITABH BACHCHAN seems to be in the sunshine phase of his career as a brand ambassador. Besides Waterman, Big B has lent his name and voice to Pulse Polio campaign where sizzling Aishwarya Rai has often kept him company. Then of course has been the much talked about campaign for Maruti Versa where Big B and Junior B were together for the first time. Of course, he has in the peddled everything from Hajmola and Cadbury's chocolate to Navratna tel to an election call for Samajwadi Party.

RANA SIDDIQUI

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