‘Page 3’ a term that got much recognition in the Indian society owing to Madhur Bhandarkar and his revelation of the subject. His film highlighted the various realms of the Page 3 culture, which is the mantra of our people today. Much before Mr. Bhandarkar’s idea of Page 3, the culture greatly existed devoid the expression.
Through the 1990’s, India was experiencing a great change and so were the people. The whole country and the structure were undergoing a revolution not only monetarily but also physically, mentally and emotionally. Expressions that were taboo were beginning to be used more often and people were expressing themselves more freely. There was a complete transformation and by the beginning of the millennium, there seemed to be an end of the Indian society that was scared and shy and a bold and courageous India was emerging. People were getting caught into the materialism and were trying to raise their standards as high, which was the sign of the revolution. Nobody wanted to be a part of the second-hand community and everybody wanted to belong to the influential. In order to keep up, unconsciously the society, welcomed the new way of life. Thus, silently, slid in the culture that we now call “Page 3”.
Page 3 is not just being featured on the 3rd page of the morning newspaper that you read, but, high society parties, scandals, gossip, partying too. The liberalization of the media and enhanced technology has brought us closer to the understanding of the concept. The media binges on the issue because for them ‘jo dikta hai, woh bikta hai’. To dose us with daily Page 3 happenings, channels like Zoom and NDTV Goodtimes brings us one notch closer to the lifestyles of the many cronies of this culture. Kantu Budhrani, 46, a housewife and mother of 3, believes that the media brings forth Page 3 in a way in which “it gives the lower downs on the higher ups and in contrast is 30 seconds to fame for the ordinary janta”.
However it may treat us, we all want to be a part of it. If you have it flaunt it, and to flaunt it, Page 3 gives one a platform. This is what drives many into this self-styled culture. One does what it takes to get noticed. Be it the highest heels, the longest earings, the lowest neckline, or the tightest pair of jeans. Kushal Oswal, 23, regular at the party scenes and a C.A final student, enlightens us about his observation about the area under discussion. He says, “Well the whole page 3 cult has jus gone into people's head n HOW! People want to get clicked, want to spend as much as they can; everyone wants to be a popular face when he/she walks into the bar/club/party. He further goes on to say, “I know some people who throw a party and pay the media to cover it so that they can become "page 3" people”, however, he denies taking any names.
Labels and tags are the judging criteria. If you are not labeled, you are pariah. If you have been invite to the launch of a new boutique in Juhu, or have just been at a party thrown by a celebrity, guess what… you’ve jus won yourself a ticket to Page 3! This is the mantra of the many people who believe in this culture.
The Page 3 philosophy is turning into a religion with an increase in the “followers”. It is believed that deep down inside we are all suffering from insecurities. We all want to be acknowledged and approved by our peers and the society at large. We feel that we have to ascertain our existence by being tagged according to the brand name of the society. With this artificial “perfection” we feel we have qualified. Thus, one page 3 sheet, defines our standing in society.
But Anjali Kukreja, 23, an upcoming choreographer, puts forward a very diverse and unique thought about the concept. She says, “Page 3 gives news and gossip when people come together and socialize. It is good to socialize with people, after work hours, and know what are the latest ventures in their life, and that’s what Page 3 actually portrays. Page 3 becomes Page 3 when people meet people and hang out”.
This culture will not seem to end unless we realize that we are not to be judged by how we look, what we wear, or what class we belong to, but in reality who are from within. But then again, it’s far easier for lots of people to beautify themselves from the outside than the inside. Until then, as it has been it will continue to prevail, the Page 3 culture.
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