Oversized foreign body builders with rippling muscles, on hoardings and signboards on and around the shop, lure health buffs. Throughout this period, bare-chested images of muscle-bound actors like Bruce Lee, Arnold Schwarzenegger and Sylvester Stallone could be seen all around movie halls and public spaces in India. How quickly they felt the pulse of these neo consumers and how fast they change their stocks! These small outlets and roadside shops tell us that in changing times to build a robust business one needs to be alert, nimble and proactive all the time. Fashion fomented the trend by popularising attire for both men and women which displayed uncensored views of skin through low rise pants, plunging neck lines, bare backs of cholis or minimalist hot pants. Marketers and media want them in big numbers in routine marathons, rahagiri, school fests, college events, promotions done in malls and super markets. Build your children’s look bit by bit, block by block, by individual body part. When did we become fans of such muscle-loving, bicep-brandishing hulks Culturally, we never allotted much importance to the robustly built bodies of male heroes. Television sucked Indians into reality shows underlying importance of good looks and appearance. Bipasha ran in ads for Reebok shoes, while Saina Nehwal and Sania Mirza became new brand ambassadors for a host of brands. Click on Amazon and you will get an eyeful of them.Before I could ask anything, the middle aged woman manning the shop as she smoked a brass hubble-bubble told me that at my age I should use the excercycle to improve my cardio and should not risk pumping iron. As actress mothers of different ages made come-backs as glamorous divas people, woke up to the reality that it was possible to put age on a leash and stop time. Its origin can be traced to proliferation and diffusion of popular western action films in the 1970s and 1980s. It is not just banjaras, I find the small paan and cold drink shops around the gyms have changed! They stock flavoured milk, yogurt, fruit juices, expensive energy drinks like Red Bull, Gatorades.I watch the banjaras across the street from our apartment every day. "Times have changed,” she said. Our film heroes of the 60s and 70s barely had robust body structures, nor do we have any myths of brawny superheroes like Atlas or a Hercules. These shops may be running short of regular Coke and Pepsi but not their diet versions. Now you can just go across to your gym and walk into these specialised food stores. It is true the Super Ape of the Ramayana adorns the wrestling Aakharas inspiring handful of wrestlers to build strong bodies and fight bouts but his popularity among masses is more as a quick problem solver than as a body builder. Bhim is an embodiment of excess — he eats big, talks loud, fights, marries and fathers demons while his revenges are gory and spine chilling; he is also the butt of jokes and taunts of his Kaurava cousins. One fine morning, I found to my surprise their roadside display of tools were replaced by shining sets of body building tool kits. All milk additives and health drink brands have gone back to their labs to add extra nourishing bits to their brands and products. "Oh money is no problem for them; buying equipment worth five six thousand rupees is no big deal,” she said. Apart from weights, dumbbells and barbells of different shapes and size they had exercycles and spring contraptions for enhancing muscle power, trade mills and chest expanders. My jaw dropped at her impromptu advice. Advertisements coined new terminology to convey value additions — DHA, Vitamin D and Hemocal nutrients. The rows of small unoccupied shops lying vacant for the last 5 years are filling up fast, with garages, real estate offices, white goods showrooms, eateries, fast food outlets, paan, cold drink shops, unisex beauty parlours and gyms. Even we need to change,” she added. You can contact him on kishore. "Village boys ride bikes, go to the beauty parlour, exercise in the gym and also want a set of the equipment at home.com. We have our Bhim in the Mahabharata.The writer is former VP, consumer insight, McCann Erickson India. Our gods are slim, shaven feminine, while ashuras are burly and hairy, as are our Bollywood villains.and you can’t get to the Gym "When did we become fans of such muscle-loving, bicep-brandishing hulks Culturally we never allotted much importance to the robustly built bodies of male heroes. Television rolled out Amir Khan’s workouts, in his private gym, in body hugging outfits. People learnt more about body mass building products from his physical instructors. What surprised me most was an outlet full of body building food supplement products across the new gyms. Body became the new canvas. Build your own gym at home; banjaras are selling equipment at a discounted price. Each zone needs expert attention, specialist intervention, scientific workouts and extra-potent food supplements. She had sold five sets of iron to some boys that morning. Meanwhile, female actresses showcased their sessions in CDs. But his prowess has never given him the status of a hero that Arjuna enjoys.People saw the magic of body sculpting through extended media coverage of a chocolate hero transforming himself into a hulk. Oversized foreign body builders with rippling muscles, on hoardings and signboards on and around the shop, lure health buffs. Everybody needs to look fit, every upload of mobile camera shot in social media should become an instant hit. I remember the first gym, when it came up six years ago, was basic.. The growing popularity of this trend was later picked up by the Khans of Bollywood, who started projecting six pack abs and bulging biceps in their blockbusters. "Am I putting my best look forward ” became the new critical question. The message on the wall was also smart — Columbus travelled the world in a sail boat .I looked around and suddenly realised that things around this sleepy town of Faridabad had changed a lot — flyover, metro connectivity , expressway furrowing the green fields and villages on either China wholesale Rubber Products side blurred the boundaries of the class one town and the hitherto unknown villages were now filled with concrete buildings and market places.For the new age parents, body building of their children has become as important an agenda as their academic development. On top of that, When did we become fans of such muscle-loving, bicep-brandishing hulks Culturally%

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