It was in 1978. Almost the first time I realised that there was something called Branding. Time & Space, the first Advertising Agency I worked for, had the wizened and experienced Advertising Professional Mrs. Anita Pillai at the helm. And there was Yasmeen Shah, the Creative Director.

And there was the Banjara Hotel.

All communication being designed for the hotel used a line “Hyderabad – The City of Minarets”. In the days of ‘City of Palaces’ and ‘City of Lakes’ the Minarets tag worked, and exceedingly well.

I thought the line was perfect for the city and loved it that I was part of the agency that took ownership of that phrase. And this was at a time when Brandology was yet to be born, even as a concept.

I don’t know when, (I left Hyderabad for a few years) but the city of minarets was soon a forgotten charm and the city found a new line to present itself.

The City of Pearls.

Exit Charm, History, Heritage…Enter Crass, Commercial, Kitsch.

The City hungered for transactional successes. Investments became more interesting than Individuals. And social status began to get measured on the Dollar Scale.

So when the thought of demolishing the iconic Ravindra Bharati first occurred and was reported, the backlash was minimal. More people remembered that the place could do with some improvement, but tended to forget the miracles it had hosted inspite of its shortcomings.

But when Hafeez Contractor’s design for the new, remodelled Ravindra Bharati was released to media, I for one was horrified.

This was a classic case of someone taking his brief too seriously for his own good.

The City of Pearls need not have a building in its centre that was mis-shaped into a giant Oyster & Pearl. The heritage of Ravindra Bharati was more important to preserve.

But the design was released. And a thousand hearts stopped beating in hope.

That Theatre and the Performing Arts would have a place they could call their own. That they would have a place that reflected their persona. And not have to make do with cheap inspirations from the cultureless west.

So Bengaluru has an auditorium shaped like a Veena, the National Fisheries Department has a headquarters shaped like an obnoxious fish, and Hyderabad will get a pearl set in the middle of town.

Have you seen my new jewellery ? My dad bought it for me. Cost a few crores…

Essential Expenses nowadays, na?