Ad(d) value
Aradhika Sharma

While most television commercials (TVCs) are time and space fillers, trying to sell impossible dreams of a fair skin, multiple body-hungry female admirers, impossible good looks, and gizmos that will grant nirvana if you possess them, there are advertisements — few and far between — that actually communicate ideas.

These ads are bold and creatively link the product to the idea of social change. They reconstruct the relationship between the corporate brand and the consumer, changing the advertising culture in India and bringing about transformation. Kersy Katrak, India’s flamboyant adman of the 1970s, once said, "The raw-material of advertising is life." Makers of such ads draw from life, without whitewashing reality, making strong and powerful statements, by saying what’s wrong in society, what should be changed and how. A few advertisements this year dared to defy stereotypes, challenge viewers and change mindsets. That these ads are mainly about women’s concerns may be a pointer that women are finally being looked at as a productive part of society.

Google's pitch for cross-border bonds

This ad gives you goose bumps no matter how many times you may see it. Titled Reunion, it tells the story of an old Indian Punjabi man named Baldev telling his granddaughter, Suman, about how his family had to flee Lahore during Partition and leave his beloved friend, Yusuf, behind. Suman understands her grandfather’s longing for his friend, goes to Google, locates Yusuf and arranges a reunion in time for Baldev’s birthday — thanks to Google, of course.

The tender feeling of friendship between the long-lost friends and the tragedy of Partition is vividly evoked. No wonder the video has had more than 5-million views on YouTube and Twitter is atwitter about it. The ad has moved people on both sides of the border. Google has aroused the sense of yearning and love that’s kept under wraps most times. Partition affected almost every family in North India — yet there’s a veil of silence over it. There is a demand that the veil be lifted and cross-border movement be made easier so that people may visit places where their roots are and touch base with friends and relatives left behind.

Bournvita redefines mothering

Not just mere commercials, these advertisements touch a permanent chord with the viewers and become harbingers of change in society

Here’s an ad that celebrates the new mother — the Tiger Mom, who is out there with her son, challenging him, training him to become physically fit and mentally strong. This commercial by Ogilvy & Mather, which went on air in early April, explodes the screen with its shattering stereotypes and gender roles. It’s not the father taking the son out for a physically exhaustive regime, it’s the mother who is the tough one, defying the accepted concepts of femininity and setting the benchmark for achievement. She teaches her son to push the boundaries. We are shown more of a mother versus son scenario than the traditional mother and son one. She does not mollycoddle her son but motivates him. She will only be happy when he can defeat her on his own steam — no quarter given; no womanly weakness shown. "Mere bete ko jeet ki aadat tab lagegi jab woh mujhe harayega". Tab nahi jab mein usey jeetney doongi. The mother feels "Aakhir na aadatein ek din mein banti hain, na aasani se."

She’s outside with the boy early in the morning, training him from dawn to dusk. She defeats him in the race in the woods, on a wooden plank, on the beach — pushing herself to the limits and beyond and pushing her son as much. She only relaxes in the end, when the boy manages to defeat her. That’s her victory. This woman is not going to accept any excuses for laziness, laxity or failure. Parenting, redefined, includes mentoring and the mother must prepare her son for the tough battle of existence.

An idea that unites communities

Idea Cellular, along with its brand ambassador Abhishek Bachchan, has delivered some of the most unforgettable campaigns over the years. Their USP has been the slice-of-life kind of humour that has made the messages endearing. The brand, this year, tries to promote the fundamental, yet oft-neglected, idea of communal harmony in its three-part ads. The message is simple and appeals to the comradeship that lives within every viewer. The Diwali message is sent out from the mobile of a Muslim in the first ad, while Eid Mubarak message is sent out by a Hindu couple. The tagline of both the ads says: "Dharam jo bhi ho, har tyohar manana chahiye achha idea hai." (Whatever be the religion, it’s a good idea to enjoy every festival). The third ad will be shown at Christmas time.

Tanishq breaks stereotypes

Here’s a classy, bold, and path-breaking ad, which has, quite understandably, gone viral. There are multiple issues that the commercial takes up and explores. The narrative is about a bride, a dusky skinned one, mind you, who has a little daughter, getting ready to be married again. Obviously, a widow or a divorced lady, she’s lovely and confident and as full of hope as any new bride. She walks into the mandap, with her little daughter holding her hand and gets ready for the pheras. She’s getting married to a gorgeous man, who accepts her and admires her.

The little girl, sitting with her grandparents during the wedding ceremony, wants to go ‘round-round’ like her mother. Everybody, including her grandparents and mother lovingly ask her to shush, but the groom scoops her up in his arms makes her a part of the ritual. It’s an emotional commercial, but it is an ad campaign that talks about, legitimises and celebrates a women’s remarriage, which is yet not completely accepted even in a fast-changing society. The ad has been directed by Gauri Shinde (director of English Vinglish) and created by Lowe Lintas and Partners. It has created ripples and quite a few celebrities and even politicians have commented on it. MP and industrialist Naveen Jindal tweeted: "A dusky bride with a daughter in an ad? Well done Tanishq Jewellery for breaking stereotypes with grace and power". Masaba Gupta, tweeted: "So proud to have lived to see a time where caramel skin and remarriage are celebrated unabashedly by a leading brand." Nikhil Advani wrote: "The new Tanishq ad is a super step in the right direction. Full marks for saying while selling. Salute."

Mother Dairy showcases slice of life

One commercial that wakes up viewers is the Mother Dairy milk ad, which brings out just how appallingly unpleasant husbands can be to their wives. While the narrative is of a mother who takes the rap for her little son, who has broken his father’s precious school-time trophy, the underlying story is really not too pleasing. The fury of the husband, the rage he unleashes on her for breaking his trophy while his wife sits on the dining table, her head bowed under the onslaught, his son cowering, hidden behind the door, is the true picture of how many husbands treat their wives. The message is not the simple one of the mother protecting her child but of the verbal violence that women are subjected to. Not pleasant, but very true to life.

Tata Tea's wake-up call

Tata Tea's Jaago Re campaign features ads that jolt the consumer's conscience. These are a fine example of socially responsible advertising. The Facebook profile information of Jaago Re states: "Change begins with knowledge. Nothing is beyond your realm of understanding. Jaago Re simplifies the complex, in the hope to empower you to do your bit."

This year, of the two major ads, one celebrated International Women's Day in March and focused on changing daily prejudices against women. Directed by R. Balki, it featured Shah Rukh Khan, who expresses the belief that women should not be just equal but ahead of men. The interviewer retorts: "Then why does the hero's name always appear before the heroine's name in film credits?" This leaves SRK thinking and then he pledges that in his films, the heroine's name would always come ahead of his own — a pledge that he was true to in Chennai Express. This is something that’s been hitherto unknown in Hindi cinema. The other major Jaago Re ad of 2013 is the Power of 49, which aims to encourage women 49 per cent of the electorate to vote in the 1014 General Election. In the ad, a minister's wife says, when he is planning his election campaign: "Election jeetna hai na mantri ji….Mujhe ignore kar sakte ho, par hume ignore mat karna."

Coming out of the closet

There's a move by various brands to bring sexuality out of the closet. Rather than the traditional, acceptable sexual roles, these TVCs are talking to (and about) segments that are non-traditional in their sexual preferences. The youth accessory brand, Fastrack launched an in-your-face commercial, created by Lowe Lintas, featuring two gay women. The film opens with the shot of a shocking, pink closet, obviously someone is "messing around" inside. A young girl emerges from it and is soon followed by another girl, who opens the second door of the closet and walks out. They exchange suggestive glances and go off in different directions. The tagline says: "Come out of the closet… Move On".

Vodafone's commercial, "Made for moms," not so brash, pictures a young man who receives relentless calls from his mother, hassling him to get married. In the final call, his mother
asks him if he is interested in women at all. This is one informed and mother.

This year, ad makers have challenged taboos, welcoming fresh ideas. They have linked brands to the concepts that, hopefully, will bring about social change. It's a smart move and positions the product as a responsible one, allowing winds of change.

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