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Joined February 2009
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Hey @Apple - fire that agency. It is one ugly ad for a beautiful festival.
Apple’s new Diwali film (Step Into the Light) is visually stunning. But there’s something oddly outside-in about it, despite Juhi Chawla.
The ingredients are beautifully Indian... Raw Mango textiles, Tijara Fort, a 90s Bollywood song. The gaze *feels* international. It celebrates the appearance of India without quite capturing the experience of being Indian. It plays more like a luxury fashion film than a Diwali ad rooted in how the festival is actually lived.
Diwali isn’t just an aesthetically pleasing celebration of light. It’s family, rituals, food, noise, neighborhoods, memories, and many small human moments. The film captures India’s visual vocabulary beautifully (which makes sense for a camera demo), but it’s far less interested in its emotional texture.
The contrast with Apple’s Chinese New Year films is striking. 'Three Minutes' (2018), 'Daughter' (2020), 'The Comeback' (2022), 'Little Garlic' (2024) and 'I Made a Mixtape for You' (2025) are built around recognizably Chinese people... relationships, family dynamics, inter-generational tension, etc. The festival isn’t a backdrop, but woven into the story. The iPhone is shown off through the storytelling, not the other way around.
'Mixtape' is the telling illustration. It has the same ingredients as this Diwali film - 90s songs, dance, nostalgia. But they’re built around a young man dodging his family’s marriage questions on his way home for the New Year. Same toolkit, totally opposite result!!
And it isn’t about who’s behind the camera. Several of the China films were directed by Westerners; the Diwali film was directed by an Indian. The gaze probably comes from the brief.
So, China gets 15–20-minute short films. India gets an Instagram reel. YOu could argue that market size explains part of that. But still doesn't explain the difference in curiosity (or the lack of it).
Apple’s Chinese films are interested in what it feels like to be Chinese.
Apple's Indian films are interested in what India looks like, as seen from the outside.
P.S. The song, 'Roop Suhana Lagta Hai', is credited to Anu Malik, but it’s A R Rahman’s uncredited 'Ottagathai Kattiko' from the Tamil original.
#advertising #marketing #deepavali #diwali
I have now received this on 5 different email IDs. What's beyond the govt. and BJP is that now PSU machinery also seems to be doing it, received one from [email protected].
Kitna hi kar lo Neelendra, your time is over.
Mahamanav's new bakchodi this year.
atp, I want this budhau thrown out of the govt. and most of the BJP too. aage jo hoga wo dekhenge. pehle in saalon ko laat.
Especially if you've built with GPT 5.5/5.6 models. That pos loved building state machines everywhere.
Everybody is equal as per the constitution. Some are just more equal.
[BREAKING] Delhi High Court exempts lawyers and court staff in NCR from ban on non-BS VI vehicles
report by @prashantjha996
barandbench.com/news/delhi-h…
Cloptima is featured on Product Hunt.
PH launch day - 20 USD credits on sign up with Google / Github. Try governance, guardrails, and caching by yourself. Would love your feedback.
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Cloptima is live on Product Hunt today.
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producthunt.com/products/clo…
Cloptima is live on Product Hunt today.
Your rules, enforced before every AI call: keys, guardrails, tools, budgets, session replay, and an edge gateway in your own network.
producthunt.com/products/clo…
This is why I run only a few agents, keeping track of every single decision they make. If you let them make a lot of decisions, soon you won't have any cohesive design, architecture, or even a product.
During the last 15 days, I spent more time hardening our infra and services than I spent in product or customer outreach.
Absolutely wild times.
It's not nuclear, it cannot be nuclear because that's a pandora's box never to be opened.
What is it then?
Are they gonna do a super intelligence drill on public infra?
Prepared citizens. A more resilient Europe.
From packing an emergency bag to knowing how to react when disaster strikes, preparedness starts with practical steps.
Our new guidelines help authorities give people the tools and knowledge to protect themselves and others in a crisis.
link.europa.eu/QwjGDV
ALT A woman packing a water bottle into a backpack, surrounded by emergency supplies and text overlay reading "PREPAREDNESS: New guidelines to prepare citizens for growing crisis risks".
About time Anthropic and OpenAI start offering federated identities and keyless auth.
Every single business gotta move in that direction.
Supply chain attack cost Binance almost 7Bn dollars. Just because an engineer did “brew install”.
It’s a crazy world out there now.
Pin every fkin tool you have. Freeze things. Assume default compromised.
Those sandboxes cost huge money in compute, persistence, retention and recovery.
And then feeding all the learned context after more than an hour is a non-cached transcript at full price.
Anybody who’s doing bots today without unit economics isn’t gonna survive.
Some AI gateways list 3000 supported models, and that kinda shows up as an USP, and here I am thinking of cutting down all the support of any model older than a year.
Only dinosaur orgs use them and thankfully we don't have any such dinosaur customers. Yet!
- Don’t buy car, use a taxi.
- don’t buy your own computers, go to cyber cafés. thin terminals, time sharing cloud compute.
- have your own home? convert into AirBnB, rent it when you’re in office for a few hours.
- damn, that dishwasher. let others wash their dishes.
sam: local inference is a terrible allocation of scarce resources
“a lot of people want local inference, and somehow they assume that the problem is solved now because we have open-source models, we're going to be able to run them on our computers, and so we're not going to need all the stuff in the data centre
but from a global allocation perspective, actually it's quite terrible to have everybody, like, have a bunch of the world's limited supply of DRAM sitting in their own computer and being used five percent of the time
you want maximum utilisation in the cloud if you're trying to deal with this very supply-constrained environment
somehow many people's intuition is the opposite of that”
Polymarket is yet another supply-chain victim today.
Another reminder to vendor-in everything you use.
Pin them all to specific digests and do all the transitive dependency inspection when upgrading.