In my readings yesterday, I came across two points. First a tweet by Shabana Azmi, being critical of recent Vodafone advertising and second an article on Americanisation of India in New York times opinions. And it set off a chain of thoughts. Culturally, where is our society heading? Is it in the direction that we want it to? And, what is the role of advertising in relation to the society and the changes. I am tempted to say that one’s reality is often determined by one’s perception. Does advertising shape one’s perception, and therefore his or her reality, or is one’s perception simply integrating advertising messages into his or her “own” reality? Eventually advertising is having little or no effect on persuading the viewer?
Is advertising a reflection of society? Some say that advertising does not sell but increases awareness and encourages trial. The idea that advertising somehow forces people to buy things they don’t need is doubtful. Therefore, a good advertiser knows the target audience well, including their hopes, desires and values. Advertisers find their target audience and use their existing perceptions that shape their reality to tailor an advertisement for them. Advertising not only reflects what a society is, but often what it desires to be.
Two recent ads and societal changes: In this context of advertising and social changes I used two ads as mirrors. These ads are a sharp contrast to each other and effectively showcase how the Indian society is at crossroads. How we are traditional to the extent of being parochial and at the same time getting “Americanised”. This leads to an entire generation being continuously torn with these contrasts.
1. Communitymatrimony.com: Have a look:
Are you saying, “parochial”? Wait!! Doesn’t this commercial reflect the reality of our society. Isnt community the strongest reason to fix marriages? To criticise this ad is to turn a blind eye to the time warp that the Indian society is caught into. The advertiser is merely recognising the social issue and capitalising on the same to sell his services. Brilliant. Caste equations are so important even for the politics that the development agenda takes a back seat. Even the National or Right wing parties in our country are playing this game. Honour killings are the reality in our society. A lot of soaps on TV unabashedly portray the caste issues with no qualms.
2. Vodafone: Have a look at the commercial
What is your first reaction? Cute? In this case also, I believe, your first reaction is possibly not the right one. Do you have a ten year old kid? If yes, you would be worried. This commercial is picking up the trend of growing fondness between kids of different sexes at an early age. Is it only picking the trend or going beyond to even encouraging the trend as a “cool thing”? Quite akin to the Americanisation of India kind of stories? Is the commercial doing its job of picking up the societal trend and making the brand endearing. Quite truthfully, the answer to this question is a resounding, “Yes”.
To be at the cross roads is not only the prerogative of an individual, it is also the natural right of a society. The Indian society, with its varied shades of cultural contours, civilization, colours, beliefs, faith, cannot remain immune to the influences that are either indigenous or imported. Earlier, the march of events and their impact on the Indian psyche was slow, but with globalization, satellite television and internet, the changes in the Indian society are highly perceptible.
There are two issue here:
Firstly - what does this mean for us? All of us who were born in the shortage economy as the “middle class” and have been part of liberalisation moving towards, “upper class”! We don’t understand how to deal with this dichotomy because we are alien to both the situations portrayed in these ads. We want India to progress and therefore move beyond the caste issues but cannot fathom pre-teen romance. It is not just me but a large section of urban society at crossroads.
Secondly - as an “ethical” advertiser it hurts to see the commercial “exploitation” of such societal nuances. As members of any society, we know culture and values are matters of identity of a race and civilization and not matters of commerce. As the advertising is based on societal truth and the trends the advertiser is well within his rights to rubbish my thoughts.
For argument sake, the social changes relating to castes may not happen till the time politicians continue to stoke the fire of the community vote bank. And meanwhile should we be expecting the advertiser to behave more responsibly and shun such “insights” into delivering business building advertising? Such calls need to be taken by an individual only!
