Wednesday, 5 May 2010
New TVC on the block
What do you think of this TV commercial? Most love it - a simple tale of a girl who refuses to get into an arranged marriage, but changes her mind when she sees her clever mom trying out Tanishq jewellery at a shop. (My cousin, a shippie, called me from his ship to ask if I'd done it:)
I'm in the minority of one (so far) who don't like it, and I'm happy to stick my neck out. I think it's regressive, very 1980s. The girls I respect and admire don't think arranged marriages with NRIs from San Jose define their lives. They don't think their mothers can get them to switch values by just dragging them into a jewellery store. They're not against arranged marriages, btw, but don't think marrying a guy they've never met is a cool thing to do.
The TVC should work well though, for obvious reasons.
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About Me
- 21speed
- new delhi, India
- cycling, running, new media, technology, social trends, some kind of spirituality, gandhi, no agenda conversations
6 comments:
Whilst I totally agree with the point you make, I do like the ad. Because, its emotionally appealing.....it touches a chord on family machinations AND the fact...that moms know it all :)
Shubho, exactly my feelings. Here is a comment I posted on a friend's page, while discussing this ad only.
"To me, the more irritating, sometimes disturbing, trend is this default genre of 'slice of life' (with some trivial wisdom/smartassery thrown in) for most of our TV ads. Be it cellphones (Vodafone, Airtel), washing powder (kids acting cute, mellow, nasty), cars, insurance, banking, or purely random stuff like Electric wires (Havell's, a laborer mom cooking, using a havell's wire to pick the chapaati!) - they all are blindly going for a heart-squeeze moment. Insulting at worst, patronizing at best."
And regarding this particular ad, I even find the choice of actors (KK Raina, Arundhati Nag) in line with the 'let's pretend to be classy here' tone of the copy. "San Hosey"!!! I choked on the choice of this location on American map. Everything in this ad stirs up extreme reactions inside me...in addition to the regressive copy you pointed out.
I think they could have put an alternate tagline in the end: Cheesy, Corny, Jewelery.
Have you seen the one where the guy's mother is trying to get him interested in marriage and his friends take him to a strip tease club? It's not been made yet, but you know what I mean.
My point is a hemisphere away. A man might be very good in all aspects, but when it comes to understanding a woman or what moves her, be it a daughter, wife or mother, he still has to go miles before he gets his bearings correct.
Saumitra - Agree.
I'm glad you brought this up. it sickened me no end. Why would anyone think of women as materialistic, gold digging mindless idiots in the 21st century, is really beyond me. parents talking NRI groom and the lure of gold... is that all a woman is about? Wake up people!! time to change mindsets and values. Kudos to you!!!! well said!!
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