The Mango Celebrities

Warning: This article contains repetitive usage of addictive words and famous personality names because of the subject’s nature, so focus on yourself and try to be the ‘One’ amongst ‘All’. Chances are that you would start savoring it and even… may end up with a sweet tooth for ‘Mango celebrities’ aka ‘You’ minus the fear of diabetes.

It’s been said that ‘Life is a Stage’ but no one knows one’s role and the director of this longest running Drama ever (on earth), religions do propagate their belief but that would be in a larger interest of the mankind rather solving the living enigma ‘Life’. It’s not a movie or show, and you have to settle terms with the reality. Life breathes but never lives; it keeps changing its address and feeds on Common men to keep itself young and hap. In fact, Life has always been about the Common men but the last half a decade (2005-2011) has made this mortal a twilight vampire, who is always eyeing its share of stardust and limelight. Dear friends, join me in an uncommon journey of common man’s transformation into a ‘Mango celebrity’ in this blog.

There was a movement (India against corruption), a Mango leader (Anna Hazare) and Mango celebrities (followers and supporters) in August, 2011. Organizations, colleges, publications, marketers were busy in publishing and discussing case-studies featuring Shri. Anna Hazare as one of the most successful 'brands' of the decade ...but somehow missed the fact that 'He' was not a Brand rather the most successful 'Brand Manager' and 'Evangelist', who had championed a cause 'India against Corruption' making it the most saleable, contagious, engaging and promising product in just a fortnight. Anna Hazare did build a phenomenon by giving a platform to the common men to perform and be a Mango celebrity. Have somebody said that the brands can’t be built in a fortnight…? They have an antithesis ready to study and debate.

Shri Anna Hazare’s Anti-corruption movement has got its mention in the pages of History and Internet (Wikipedia carries detailed notes on it now) for being the most successful ‘Gandhian style’ movement, in the direct Interest of Indian society and its people, post the ‘freedom struggle’ era. Perhaps, it was the best opportunity to live a celebrity life for billion Indians, who always wanted to get soaked into the fame of ‘face & name’ but longing for an opportunity and cause convincing enough to overlook job, police, politicians, family and normal life. The 13 days mass India movement was built on the backdrop of Anna’s unwavering fast and silent protest at ‘Ramlila maidan’, New Delhi. The movement found resonance in the states across India, attracting and influencing every other Indian to come out on streets and fervently protest against the corruption prevalent in Indian bureaucracy, governance, judiciary and administration. The movement’s undercurrent was so strong that it was felt at every nook and corner of the nation. It would be worth writing that while key support was from the corruption-hit common man (fashioning Anna brand topis), others just followed in with its growing popularity and uninterrupted coverage by print and electronic media. The ‘Dharna spot’ had become a sort of tourist destination during the last five days. Social networking websites played its defining game by influencing the remaining youngsters. Post a visit to the spot, my friend wrote on Facebook, “Just been to the Freedom Concert at Ramleela Maidan to witness the Anna the Rockstar, Electric atmosphere...” So, this millennial generation had its brush with a freedom struggle, a fling with History and 13 dates with a Gandhian, Joining him live or watching on TV, eventually Politicians and Parliament gave in to his protest and nation’s unabashed support. Few of them had their share of glory, flaunting passionate support messages, observing parallel fasts, performing media-savvy publicity stunts, all courtesy to 24x7 live coverage of the movement across India on most of the electronic media channels. It was a ‘reality show’ open to all non-participants. The complete movement was for, of and by the ‘Mango celebrities’, all ready to flaunt their power and celebrate their stardom (I know this can draw criticism from opposite ideologies but let me officially state that I truly support of Shri Anna Hazare and the movement).

Reality television and Talent-hunt shows featuring ordinary people, who turn into ‘Mango celebrities’ the moment they arrive in the show and start living their dreams, apparently started the cult and it progressively triggered the aspirations of the common men to continuously find outlets of expression and platforms for spotlight, success & careers, now. The Indian television industry strike rich TRPs with the immensely successful shows like KBC, Sa Re Ga Ma, Boogie Woogie, Indian Idol, Roadies and production houses started churning new formats and borrowing few from the West, in anticipation of higher engagement with the audience and better ratings. The formula clicked so well that, today, it has become the main stream program content for most of the GECs. These reality and talent shows not only give wings to the dreams and talent of few but have started a sort of trend with families to inculcate and nurture the talents in a serious manner. We would find people bringing their rare traditional arts to an audience to embracing western dances to performing daring stunts (facing fear, ZNMD types). This would not have been possible without the desire to shine like a star, to get ‘my share’ of fame and to soak in ‘celebritiness’ of the Moment (opportunity and platform are in league of its own). It has given birth to an orchestrated drama - ‘the making of a Mango celebrity’, laden with emotions, ups and downs, courage, belief, success and ‘moments of glory’.

And nothing can get larger than the novel game show ‘Kaun Banega Crorepati’, landing a chance to get featured in the Sr. Bachchan Ji’s Iconic TV show is bigger than ...hitting a jackpot in Las Vegas (though am not sure for myself). Let’s also discuss in brief why ‘KBC’ has been the favorite show of masses, choice of advertisers and darling of TRPs, season per season. There have been shows similar to KBC format but none has succeeded in pulling the audience like it. It is Mr. Bachchan’s unmistakable charm, humbleness, the way he connects with audience and honesty… that makes this show so close to the hearts of its fans. He makes every participant feel like special guest for the evening and allow him to be the cynosure of the show. He choreographs the ‘limelight’ in such a way that a normal common-man turns into a ‘Mango celebrity’, letting someone live one’s portion of ‘celebritiness’ in most sanctitious (sic) manner… is the way to strike a chord with your audience. Still remember an episode, where he was hosting a militancy-victim girl from Kashmir, who had killed a militant and saved her family and herself (from a possible rape-attempt). She was from a lower-middle class, traditional Muslim family and the fate brought her to share the ‘Hot seat’ in front of the legend, a magician so abundantly talented that the Gods would go green of his chivalry and popularity. Amitabh shared her courageous story with audience and earned her gratitude, respect, et al. The moving moments were during the games-round; Amitabh was screaming ‘Sahi Jawab…’ with a wide smile (on her success of each ‘KBC padaav’) while she was sitting joyless with tears flowing down her eyes. The moment she hits a correct answer her eyes would swell with tears, not able to cheer her destiny and attention, trying to come terms with her new-found fame. She was, perchance, one of the humblest ambassadors of ‘Mango celebrities’.

Then there were other participants who would like to manipulate the attention by putting weird proposals to the super star. The journey starts from winning the hot seat, joining Amitabh in disbelief and shock, waving hands into the audience and throwing few ‘flying kisses’ in the air (like movie stars winning Oscars). It takes few moments to warm up to the experience and stardom, till Amitabh takes over and afterwards it’s an unforgettable time for the participants. Even their families and friends enjoy their share of mentions and ‘social spotlight’. KBC is the humblest platform to watch a ‘Mango celebrity in making’ in a random yet controlled environment (let’s say it’s a science, laced with hormones of emotions).

The lasting impact has come from the Web 2.0 sites (blogs, wikis, videos, social interactive networks, etc.). Apparently every Internet savvy is writing for ‘Blogs’, micro-blogging for ‘Twitter’, clicking pictures for ‘Facebook’ and shooting videos for ‘You tube’ only. The common men are playing the lead roles in their respective avatars and they have a huge fan-following in form of friends and admirers. The number of ‘likes’ and comments on a ‘status update’ is ostensibly the celebometer (sic.) of their popularity Index. People want to celebrate small-small stories, achievements, success and happiness with ‘Aall’. They want to shed their blues or a headache, not by popping a Disprin, but by sharing an update on their current status and seeking ‘Good wishes’ from the friends and followers. I am sure if we would study the consumption pattern of anti-depressant medicines in the last 2-3 years, the growth-rate would have declined (in fact for research graduates it could be socially disruptive, path-breaking research topic). These social platforms are mood makers, act as anti-depressants. It brings back the spotlight, someone would have not enjoyed in office, college, society, family, social circle in the recent times. It heals with immense touch of ‘stardust’, gets them instant applause minus the cameraman, director and box-office results. Web 2.0 platforms have put the ‘Mango celebrities’ under the moon light, leaving everyone moon-winked. In fact real celebrities, politicians, film stars follow common-men on social networking sites, interact with them and willingly share private, personal emotions on several occasions. That’s the power and role of the ‘Mango celebrities’ in the era of ‘Millennials’. And yeah, even I am smitten by this celeb-syndrome and sometimes live my dreams and ambitions through Facebook, blog, etc. It’s like a drug, an addiction I have to have my shot twice or thrice in a week. Did somebody say, ‘I am high on life’?

I write about this topic because I strongly felt that people follow celebrities blindly, awe-struck and possessed by their social status, popularity and success, they never realize that the times has changed and it’s about ‘them’ now. Common men is as popular as a celebrity, it was common-men, who wrote history when ‘Jan Lok Pal’ bill was considered by the Indian government with unprecedented parliament support. The time has arrived to live your part of ‘Celebritiness’. This is the time to essay your role as a ‘Mango celebrity’ with total talent and to its maximum glory, till the ‘spot light’ is switched 'on' and the stage is set. Though this transition from ‘Mango people’ to ‘Mango celebrity’ could have been possible in few decades but it’s certainly here to stay as long as democracy is rolling, audience is watching and you are performing.

...Annu