The pharmaceutical companies have to do direct marketing by necessity as they cannot advertise ethical products in layman’s media for him, but are required to promote only to the medical profession. They produce fine visual aids and product literature which could either be sent as direct mailings to the medical profession or can be delivered to them through medical representatives.
The Living Legends
What does one say about Lata Mangeshkar? That she has dominated the Indian film music scene for almost four decades and promises to do so for atleast another decade? That she became a legend in her own life time? That here is a musical genius which comes about just once in many centuries? One could say all these things and yet be merely repeating what has been said a million times over. And yet there is so much more to one is capturing one more vital as poet which one did not realize had existed in her. Such is the quality of her singing.
Very few of those who see her at the pinnacle of her success realise the amount of effort, hard work end deprivation that have gone into building the facade which is so enviable. Born In Induce on September 28, 1929. Late Mangeshkar is the eldest in family of four sister, and a brother, all of whom have made a name in the field of music. Daughter of the noted Marathi stage actor-singer Master Dinnanath Mangeshkar, Lata revealed her musical genius at the tender age of five. Her first guru wee her own father and she avidly followed his musical stage plays.
Late’s mother Mai Mangeshkar ha, one vivid memory of Lata as a child. It would seen that the young Late, one day, was singing a song from one of her father’s. plays when she bumped against something. All rushed toward the unconscious child and tried to revive her. When she came to, however, Lata continued with the singing of the song as if nothing had happened. This dedication to music led to her debut on stage. However, her father’s productive shadow was not to last for long. On April 24, 1942 Master Dinanath passed away reportedly telling her “Except for the tanpura in the corner and these notebooks filled with classical music and songs and God’s blessings.
I have nothing elseto give you. “The family’spenury compelled Lata to sign a contract with MasterVinayak’s Huna Pictures as an actress-singer. In the same year,1942, she made her debut as a playback singer with Vasant Joglekar’s Kia Hasool in Marathi under the baton of shripad Nevrekar .But taking up a career as a playback singer was still impossible. She continued with her acting career, acting in Pahili Mangeshgar (Marathi 42) Chimna Sansar (Marathi43) More Bal (Marathi 43) Gajadhan (Marathi 44) Badi Mao (Hindi 45) and Mandir (Hindi 48) With Mandir Lata seemed to have reached a dead end.
Mandir was Master Vinayak’s last film, after which he passed away. She was no great shakes as an actress and her career in playback singing had not really taken off. Two Years earlier she had made her debut in Hindi playback singing with Vasant Joglekar’s Aap Ki Sewa Afein under the baton of composor Dutta Dawjekar but nothing much had happened. However, stars served more benevolent. Ghulam Haider, who was then acoring the music for Majboor and who had seen and heard lata in the early. Forties, signed her up to sing a song for the film. Within a week of singing this song. Lata became the talk of the music world and was signed up by three other musical giants.
Khemchand Prakash for Mahal.
The most important thing is to make the mundane promotion outstanding by creative ideas. Promotion of S.S. Oberoi came out with a set of 10 four-page folders for Alcephin based on the theme ‘The Living Legends.’ The folders are extremely well-executed – well-designed and printed. The graphics and typography and illustrations are appealing. The idea is outstanding. Ten living legends are chosen and include names like Satyajit Ray (since then deceased), Mother Teresa, Baba Ainte, Lata Mangeshkar, Sunil Gavaskar, R.K. Laxman, Abdul Kalain and Shivram Karanth. Each folder deals exclusively with one legend. The selection covers a wide cross-section of interests. Each folder is well-researched. It brings out the circumstances that inspired the magic in each of them. It becomes a collector’s series. The centre-spread has the manufacturer’s plug. A short write-up on the characteristics of Alcephin and the line ‘The Legend Among Antibiotics.’ It is not intrusive at all. Yet it is effective.
Courtney from Study Moose
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