Continuing our series on how brands are bringing out different shades of India, part 2 of the series explores how ads are honing in on the nuanced evolution of India and Indian-ness. Here are a few examples:
The wedding ad from jewelry brand Tanishq tackles several Indian stereotypes and shows how attitudes and perceptions are changing in the Indian society. It addresses issues like remarriage and single parenthood, which are considered taboo in India. In addition to this, it very subtly also addresses the change in the role that women are playing these days – the bride walking herself to the mandap with the head not covered, in a society where the bride is surrounded by girlfriends, sisters and aunts to escort and typically dons a ghoonghat (veil). By showing a dusky bride, it challenges the stereotype that only fair is beautiful.
The Bharat Matrimony ad shows how respecting and supporting your partner is a big contributor to a happy marriage, and how husbands are more accepting of this. The ad shows a husband supporting his wife’s decision to work and giving her the freedom and encouragement to do what pleases her and standing up for his wife’s decision to work despite it displeasing his parents. It indicates the changing dynamics within family, the base institution of a society.
The new Daawat Basmati Rice Pyaar Ki Special Bhashaa (The Special Language of Love) ad talks about the Indian way of expressing love – not through hugs, kisses and I love yous – but through the food we serve and share. While most scenes depicted in the ad show women cooking and serving, towards the end it also shows how men are playing a more active role in the kitchen and the household.
On a lighter note, Hero’s Thoda Aur (A Little More) ad discovers this beautiful nuance in behavior amongst Indians – the very common habit to ask for a little bit extra. Whether its haggling at a kirana store, or asking a vegetable vendor for lemon and chillies for free while buying other vegetables or asking for extra spoonful of toppings when buying ice cream or asking someone to drop them off a little further – these are scenes that happen in everyday lives of Indians, and this new campaign portrays this behavior very well.
Brands are embracing the changing Indian-ness, and like never before; connecting their products to new-age attitudes, perceptions and behaviors but with an Indian flair.
Have you noticed any such ads? Please do share with us.
• Roshni Jhaveri