Wednesday, April 15, 2009

Of Media, Esteem, Fairness and Women

I happened to watch some TV this morning. S turned to a news channel. There it was: 26/11 and the Kasab trial. They gave out the entire plan about a bomb proof and bullet proof tunnel that would take the terrorist to his trial. They had computer graphics showing us the composition of that tunnel. And then the usual rubbish about, "Do you know what other arrangements have been made?" I don't need to know. Neither do the guys who might want to sabotage things. If I can watch this, so can they.

On a different note, but related to television nonetheless, do you remember the Maruti Esteem ad that came a few years ago. The "Esteem means what?" advertisement. It was very touching and really cute. Esteem was withdrawn and Swift Dzire has come in its place. I don't like the car at all. But I watched the ad for this car and thought it was appalling. This little girl feels that no one looks at her and the father buys this car. Suddenly everyone looks at them. How shallow! The already low self esteem of that child should have gone two notches lower in that case.

I found the Tata Indicom Samsung Mobile tracker advertisement rather original and very nice. Like the Happy Dent White ad that came on TV a few years ago (and is still aired from time to time). Things are not all bad, I guess.

Though, have you noticed that everyone seems so overly obsessed with fairness. Every cream that is sold for men and women "has" to have a fairness meter attached to it. Someone told these guys we won't buy face or body creams if they won't make us fairer. There was just one Fair and Lovely to contend with earlier. Now even Vaseline (come on!) is forced to add a fairness meter and guarantee fairer skin. I guess very soon we shall see Johnson's Baby Soap and Pears come with new ad campaigns: "Do you think your baby's skin is dark? Use new Johnson's Baby Soap and see your baby's complexion turn two shades fairer in just two weeks."

To sell anything to mothers (not parents, only mothers), all you have to do is tell them how their children will come first in class or grow taller. All they have to do is drink some malted chocolate drink and they're the confirmed superstars of tomorrow. And Bournvita Li'l Champs is all set to start them off early. I am shocked that they're selling a drink so 2 year olds can stay ahead of the competition. Two year olds. Last heard, they were still running around in diapers.

Advertisers also seem to think that in order to sell anything, and I mean ANYTHING, to a guy, all they have to do is tell him that it will get him a girl. It doesn't matter whether they're selling motorbikes (that XCD 135 ad takes the cake) or deodorants or chewing gum. In the end, it is always the girl. Someone ought to tell them that it really isn't that simple. Because we're simply not THAT dumb.


pRiyA said...

I'd like you to know that i cancelled my TV connection several months ago. You have just mentioned all the reasons why in your post.

Having no TV is such a relief I tell you. To think I once thought I couldn't live without it.
I didn't realize how invasive it was until I stopped it.

And Gee, I'm still alive..!

MOCHA said...
This comment has been removed by the author.
Malesh Ponnusamy said...

Guess our government never learns from past mistakes. I think the government service courses should have a paper on media management/crisis management. On 26/11 every government official was issuing a official statement contradicting each other ;) There wudn't have been a better comedy show!

As for the ads, yes they have become a bit shallow. One of the reason being the people who create them are shallow but mainly because the products are. If fair and lovely has been around for so long and can prove results in 4 weeks why don't they show case real life testimonial people? why apply a brown tan over a fair model and dramatize the change?!!! As long as people get fooled, these companies will be in business and till that time we need to put up with these silly ads!!! have u seen the Dove campaign for real beauty film. that was a real beauty!!!