And now, 'audiotorials'

We're all familiar with product placements in television. And paid write ups in print masquerading as 'articles'.

But yesterday, for the first time, I learnt there is a radio version. Aapki ladki sayaani Lavanya on Radio City 91.1 FM was indulging in the usual idle chatter.

Then she goes: "Us din main sadak cross kar rahi thi aur mujhe ek ladki dikhi... Uska chehra bada pyaara tha.. aur uski skin bahut smooth aur silky thi."

So apparently she went up and asked her: "What is the secret of your smooth and silky skin?"

And the girl replied "Veet".

Except that on radio it sounded like 'wheat', so I thought maybe this is one of those 'use kitchen ingredients for a home facial' kind of recommendations. It took a while to figure she actually meant the hair removal cream.

Except how this is connected to her face, we don't know. And why would one woman be admiring another woman's smooth and silky arms or legs.

All in all, a very strange and desperate attempt to mix up editorial and advertising in the radio format! But I'm sure, more such 'creativity' will follow...