The lux style awards

Note: MTV india- 'inspired' by our escapades ran their own knock-off this year, with the MTV Lycra style awards (where strings was nominated for one of the categories). Lux Style Awards Crass commercialismï¿½s impact on our ï¿½cultureï¿½ has been the subject of many a debates; and weï¿½ve been told over and over how the cancerous tumor of branding is eating away at all that is good, decent and original in our creative arts. Undoubtedly with half a mind to dispel this fear of standardization and homogenization the neo-colonist corporations that we look to furnish us with everything from non-dairy milk ice-cream to anti-dandruff shampoos decided to step into the fray. Pakistanï¿½s largest multinational, Unilever decided to fly the crï¿½me of Pakistan to Dubai to showcase our home grown talent - ostensibly to recognize their achievements in the field of ï¿½styleï¿½ via the Lux Style Awards. It had the brand-skeptics frothing at the mouth-whilst the rest of us were just excited to be taken along for the ride. Predictably enough, the ticket to Dubai had become the ultimate social litmus test - the ultimate proof of a social pedigree. For those who didnï¿½t manage to bag the invitation ï¿½ the hype had become almost unbearable. Inundated with smug articles from those who were more fortunate, we waited with baited breath for a chance to experience the festivities of the ceremony. I could hardly be blamed then, for being mildly interested in watching the uncensored awards (as apposed to the ones aired on PTV) on Sony television a week or so back. As the much touted function began in earnest a horrendous stage faded in and thusly began the saga of the Lux Style Awards 2004. First things first, the abovementioned stage was devoid of all artistic innovation and expecting any different was probably a flight of fancy, and yet the epic size of the monstrosity was disturbing even for someone as aesthetically challenged as myself. The massive arches and leviathan masks that adorned the stage seemed decided Bollywood-esque; if only I knew how right my guess would prove. The hostess (I forget the name) went through the motions of reading the cheesy script bereft of all emotion and oratorical skill. And yet, the verbose offerings of the hostess and the recipients of the awards were a disconcerting window into the social niceties that we have now come to take for granted. Unashamed sycophancy, for example, was something that was almost expected of all those that made it to the stage. Indeed the hostess herself gave Unilever and Sony television a not-too-subtle pat on the back for organizing the event, following which she launched herself wholeheartedly into singing the praises of the entertainment powerhouse that is Sony Entertainment Television. Sociological inferences, however, were mere details in the face of the radically more fundamental flaw in the organization of the awards. On its website, Lux informs us, proudly enough, that ï¿½Pakistani talent possesses the caliber and mettle to be showcased with pride to a global audience.ï¿½ ï¿½Already, Pakistani talent is greatly appreciated within the region.ï¿½ All very moving stuff - the only problem is that the Lux style awards were anything but. Surprisingly enough, for a ceremony that was to be essentially Pakistani in character almost everything was outsourced to across the border. From the choreographers to the costume designers and even the bulk of the performers were Indians. It certainly wasnï¿½t that they managed to discharge their duties with any measure of success. The base and demeaning ï¿½entertainmentsï¿½ characteristic of their film industry were a far cry from what we in Pakistan are truly about. Call me a philistine, but for a nation that has prided itself in artistic innovation without the objectification and commercialization of the female form - the event was hardly true to its salt. The organizers perhaps never did realize the true achievements of the society they were meant to showcase. They perhaps never realized that what we have managed to achieve is infinitely more superior to countries where even coffee adverts are not spared sexual connotations. Obviously I do not propose to propound the thesis that the Pakistani woman is somehow advantaged in comparison to other women, but I do believe that our ï¿½styleï¿½ has never stooped to take advantage of hormones - some thing that we should rightly be proud of. What came later, I know not, for interest waned, and I switched instead to Indus Music - to watch reruns of reruns, which I found strangely comforting after the untold horrors of channel 13 (Sony Entertainment Television). When I did finally manage to muster the courage to take another peek at the goings on - I witnessed Sonu Nigamï¿½s journey to lunacy first hand as he screeched and hollered repeating a stanza over and over like a broken record whilst a decidedly bored crowd looked on unsympathetically. It was the defining moment for a ceremony that was unrelentingly pedestrian. A Pakistani award show that wasnï¿½t about Pakistanis was the manifest absurdity that I wrestled with afterwards - rather like a bad taste in the mouth.