Showing posts with label Ads. Show all posts
Showing posts with label Ads. Show all posts

Thursday, December 30, 2010

Ad makers, please give us a break and use some grey matter, for a change!


The latest advertisement for Chakra Gold tea shows a muslim couple looking for a rented apartment in Chennai. The landlady looks at the girl with suspicion, turns her face away in disgust, and thinks the girl doesn’t even have a bindi on her forehead and so they must be…her facial expressions confirm the rest—the aversion that the brahminical castes have for the marginalized. She decides to move away only to be nudged by her husband to ‘behave’ and perform her wifely duty, which is making tea for the guests! And, of course, one sip of chakra gold ‘opens’ her mind and she accepts the muslim couple as her tenants. Watch the ad here.
What is the underlying message here? Has Chakra gold suddenly woken up to the marginalization that minorities face in this country? So, does sipping Chakra gold change one’s communal mindset in just a moment? Or, what type of reaction does Chakra gold expect from the viewers other than picking up the tea? Wouldn’t the viewers feel their misguided anger and disgust for the minorities validated? So, in an ostentatious manner, is Chakra gold promoting anti-muslim feelings? I think so. The ad is most repulsive for this very reason. And, what was even more revolting was the man correcting the woman about her behavior, which is actually very far from the truth. In fact, having been a house hunter for ages, I know for a fact that it’s men who ask for your ‘affiliations’ (read caste/religion, besides of course your marital status if you appear to be a modern woman) before they would rent out the house.



So, why do people make such terrible ads? Is this what happens when the corporates have a free hand in the market? Isn’t there a body that monitors this kind of blatant propagation of surreptitious communalism? I can only imagine what kind of market research would have happened behind the making of such an ad. The same type that must have happened behind the making of movies like A Wednesday and Peepli Live. Just pick up a so-called burning issue and capitalize on it in the most idiotic and silly manner. The day isn't far when there will be ads for say swords and AK 47s that will use montage from the Gujarat riots and Kashmir!

Sunday, March 15, 2009

Neeya Naana…give me a break!

I am really curious to know who are the producers of this really horrible program called neeya nana, which is hosted by some dim wit of a guy on Vijay TV! This program is aired on Sundays between 9:00 and 9:30 PM, perhaps with a 100 reruns of the same episode. The topics are usually provoking, well don’t expect if the discussions would be on neo-liberal policies or coalition politics or live-in relationships or domestic violence; it’s usually on something as inane as love vs. arranged marriages or something equally insulting the modest standards of human intelligence. Ok, the discussion that is happening tonight has sunk to an all-time low, which would have stirred or psyched even the traditionalists of the dark ages!

The discussion is between ‘businessman vs. wives–are they happy.’ Firstly, the title: people, business can be done by both sexes and people who do not adhere to any one sex as well. What gave you the right to assume a gender identity for a profession? Nextly, wives! Was this a place where women (well the business wives) could rant their rather indulgent anger on their business husbands? What was it? Were the producers or directors looking at the emergence of any possible domestic violence cases? Or, were they looking at alleviating the ‘misery’ of these ‘housewives?’ Or, was it a sneak, voyeuristic peek into these upper middle class homes? What was the whole point of the title? Didn’t it even strike them that there could be several thousands of business women in this progressive state of Tamil Nadu? What was really amusing was an ad in between that went on list the big women achievers! Was that a miss? Or, were you guys so out of sync with what you were doing? This one was just too obvious to miss!

Next, the panelists: most of the women wore a sindur. This is an interesting point, because this sindur thing is rather new in Tamil Nadu. Perhaps, thanks to Ekta kapoor’s serials, our women, from the land of Periyar and Bharatiyar (who openly declared war on casteism and chauvinism and called a woman who challenged the traditional mores of patriarchy a real woman), have so happily lapped up regressive practices that even their grandmoms didn’t have!

And, all the women continued to simply talk about how the husband wouldn’t pay ‘any’ attention to the household; of course, why would he, if you more than readily, perhaps gave up your career for marriage or the child, or didn’t study so that your parents may not be able to find a suitable groom for you? That’s not enough, there have been love marriages in which the women have done everything to ensure that the man becomes something ‘worthy.’ But, my question is, why didn’t the women do anything for themselves? And, you just find one vague TV program to share your rants or experiences? The men’s responses: typical! Oh yeah, we are so busy, you see; well, who are ‘we’ struggling for? It’s for the family!

My question: what was new about this whole exchange? Is this truly the reality? How come I see something very different? How come in my 7-8 years of working, I have had always had women bosses, except a couple of them? And, how come the corporate board rooms are filled with women? How come big political parties have women leaders? How do I reconcile with the fact that very soon, India might have an Obama moment: when a dalit woman becomes the prime minister? Especially, when I am assaulted with crap like this on prime time? I understand if it were these fictitious, gycerline-dependent serials, because I can just dismiss them at least on principle, especially with their disclaimer and all! Here, you have real people talking terrible stuff! Yeah, all the men are talking about how it is great to hear the child’s first word or how the child plays and the usual the home-bound nonsense! Yes men, that’s what we have always been telling! The women have had ENOUGH of hearing the babies and perfecting the art of creating new recipes, face packs (so that they are beautiful for you and your friends), pickles, home decoration, and all the prescribed stuff. Why don’t the men take over here for a change, after all, it’s the men who have been romanticizing the ‘woman’s job.’

Vijay TV’s program just left me hopping mad about this horribly antiwoman show! Somehow, it feels like the woman has no role to play in her life than just crib about her husband’s attention! Doesn’t she have anything to do? Is she just there to run the homestead for the businessman? And, mind you, the labor is unpaid, and she does not have any job security, she can get thrown out any time, she can be shortchanged, she does not any leave (PL/CL/SL), and every day she works overtime! It left a terrible taste in my mouth… where are we headed…

Monday, December 1, 2008

Weird Ad Sense!

A rather odd-looking antique car zips past dry fields. In a twinkling of an eye, you see the reason for the oddity—the headlights are replaced by half-naked young boys. Another young boy dressed similarly tries to take a shorter route to reach the car’s destination on foot! He runs just in time to climb down into the Raja’s chandlier before the Raja, coming by car, sits for his food. There’s just time enough for the half naked boy to climb into his spot in the chandlier and pop a mouth freshener that whitens his teeth enough to replace a light bulb. He shows his teeth in a plastic smile just in time for the ‘lights’ to be on before the Raja is seated for dinner! There are several other boys munching the same mouth freshener and replacing light bulbs in the garden where the royal ladies are playing shuttle cock. They are also there around the fence of the palace with their smiles; they are there in every nook and cranny of the royal chambers, ‘lighting’ up the palace. This is an ad for “Happy Dent,” mouth freshner!
What a strange way to advertise for a mouth freshener! Is this absolute death of creativity or the outright arrogance of the upper classes that has blinded them to their own stupidity? Isn’t there a law or something that prohibits such brazen display of feudalism? By the way, isn’t feudalism and slavery illegal? Isn’t this a marker of human rights violation? All said and done it’s just a horrible excuse for an ad that must be banned on the basis of supporting illegal practices and also for lacking in basic aesthetic sense.

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