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SYDNEY SWEENEY
When Sports Ad Becomes Spectacle
Sydney Sweeney’s “Just Sports” ad for Novig has made the argument unavoidable. The actor appears almost nude, covering herself with footballs, basketballs and hockey sticks while repeating the line “just sports.” India has lived with a quieter version of the same trade. IPL still packages cheerleaders as part of the night’s entertainment. Condom and lubricant spots have run through India–South Africa and India–Pakistan broadcasts, turning family living rooms into an interval of innuendo. On Instagram, a squat filmed from behind still travels farther than a clean cover drive. The contradiction is sharpest around the women who actually win. Smriti Mandhana, Harmanpreet Kaur, Jemimah Rodrigues, Shafali Verma and Deepti Sharma now sell brands that once belonged only to Virat Kohli and Rohit Sharma. P V Sindhu and Saina Nehwal did the same in badminton; Mary Kom, Nikhat Zareen and Lovlina Borgohain in boxing; Vinesh Phogat and Sakshi Malik in wrestling; Mirabai Chanu in weightlifting; Rani Rampal and Savita Punia in hockey. The better work: Nike’s “Da Da Ding,” Gatorade’s sweat-and-gold films with Sindhu, shows the grimace after a long rally, not a pose. The weaker work still frames the same athletes as lifestyle accessories: glowing, smiling, rarely exhausted. Sex sells faster than a late cut or a smash. Brands chasing young male viewers treat sport as a ready-made stage and the athlete as set dressing. Young girls watching Mandhana bat or Sindhu jump see two messages at once: you can win, and you will still be looked at first. Indian sport is growing fast enough to demand better. Sell Harmanpreet’s six, Sindhu’s defence, Mary Kom’s footwork. The contest is enough. The rest is just advertising.
TN FISHERFOLKS
With Secretariat Project Shelved, Livelihoods Return To Normal At Pattinapakkam Fish Market
Chennai’s Pattinapakkam loop road was buzzing and teeming with fresh fish sale on this Saturday (Sept 19) evening. This writer travelled from the Lighthouse Point, all along the beach loop road to Santhome exit.  Every rickety wooden shelf stacked with the best sea catch, the vendors beaming, expecting not just the Saturday evening bumper sale but something more …relief that their livelihood was not about to be struck down by the Tamil Nadu government’s New Secretariat building plan. Saturday evenings are eagerly awaited by the vendors and buyers. Most families plan for the Sunday special lunch with fish entrees in the starring role.  As we drive down, on the right, eateries (tin and bamboo sheds) that are lit up, invite the foodie with the overpowering smell of fried fish and “meen kuzhambu” (fish curry) to go with mounds of hot rice. But wait, what is this brand new structure that draws attention? It is the almost completed snazzily designed fish market, built to enable sale and display, water vents to quickly drain…a clean, comfortable and well organised bazaar.  Pattinapakkam and its nine villages never had it so good for fishing and sale. All is well that ends well …even as the CM announced that the planned Secretariat project was shelved here, a huge sigh of relief pacify the fisherfolk. Even as you turn right at Santhome, the Neo-Gothic Basilica and Cathedral of St Thomas, an apostle of Jesus Christ, rises up to the sky. Knock and the door shall be opened!

TRENDS & VIEWS

Editor’s Note: Short Post Is Here To Stay…

Time, they say, flies—and how true that is. Here we are celebrating our 5th Anniversary. Five years ago, when Covid-19 was wreaking havoc across the globe, I took a leap of faith and launched Short Post, India’s first website for Authentic Gossip. That was on January 31, 2021. I was convinced there was a clear gap in the market for gossip that was credible, sharp, and impactful—especially if told in just 250 words.

In this, I was fortunate. Scores of senior editors across diverse verticals bought into the idea and, in the process, gave wings to my dream. Quite honestly, Short Post could not have crossed these milestones without the unflinching support of its contributing editors. Like all start-ups, we have seen our share of ups and downs, but these editors have stood by us like a rock. I take this opportunity to doff my hat to them.

Thanks to their commitment, we have published close to 5,000 stories spanning politics, business, entertainment, and sports. I say this with pride: we made our mark as people who matter read us. “Small packs, big impact” truly captures the essence of Short Post.

We all know that Covid-19 has reset businesses worldwide, and the media sector is no exception. In the post-Covid era, investors have become more cautious and selective—and advertisers too. To compound matters, the entry of AI has disrupted the media landscape in equal measure. So far, we have managed to hold our ground, hopeful that some angel investors will take a shine to us.

What gives me confidence is this: AI cannot smell news—especially the gossipy kind. In other words, AI cannot churn out Short Post-type stories, no matter the prompt. That puts us in a safe zone. As someone rightly said, “AI is a co-pilot, not a pilot.”