I'm really grateful to advertisers and sponsors for letting us get glimpses of movies and programmes on TV between the hours of advertising. Besides being thoroughly entertaining, brainwashing and mind-numbing, ads provide some real insights into mainstream culture. There are some ads on TV that are genuinely good, humourous and make their point. But a good amount of Indian advertising presumes people will believe anything, such as:
1) Indian roads are smooth, wide, empty surrounded by greenery, beautiful and India looks like a first world country.You can race your bike/car on them as much as you like. And super hot girls in mini skirts fill petrol at the petrol pumps.
2) It is really important that you be fair, so every company makes a 'fairness' cream. Nowadays even men need fairness creams, and smoothening face gels, so that they don't feel left in the dark, quite literally. In a country of beautiful, brown complexion, it is now extremely important to look like a super-white cartridge sheet. The 'brightness' option on Photoshop has never been misused to such effect.
3) As soon as you are born, you start ageing, so you must start using an anti-aging cream when you are around ten. Or heaven help you, you will look twenty by the time you are err.. twenty.
4) Your existing mobile phone is never good enough for you, even if you just bought it. Make sure you upgrade asap. Otherwise how will you get all those cool friends?
5) You really haven't arrived till you have a fancy new bathroom, that is probably bigger than your living room.
6) Hair colour is very important, almost as crucial as face colour. But in hair colour, darker is better, and you should really start hiding those grey strands at sixteen.
7) There is really a lot to be said about hair, and yours is not strong enough until you can tie it to the front bumper of a truck, and pull the truck along. To do that, you need to only use a Long and Strong Shampoo, because as we all know, it's so normal to be using your extra long hair to pull automobiles along the road.
8) While on the topic of our crowning glories, there are now enough shampoos. conditioners, detanglers and hair products to keep Rapunzel busy for the rest of her life. There is stuff for long hair, straight hair, curly hair, falling hair, dry hair, sticky hair, thin hair, thick hair, no hair, dandruffy hair, coloured hair, white hair, and split ends, because you're worth it.
Most important, when you don't have a real concept to sell a product or service, or you can't find its distinctive advantage, just make any member of the Indian Cricket Team endorse the thing. This will ensure that half the nation will at least blindly watch the commercial, and not flick channels. They might even purchase that product. If a cricketer is telling you that you need it, then you need it, whether it is a fancy car, cooking oil, or hair conditioner. When in doubt, always fall back on our boys in blue.
Back in the day, ads were created to let you know about the real function or advantage of the product. They were direct, simple and more honest. With increasing production, choice and consumerism, today they have to all compete with numerous others in the market. So now it's more about lifestyle, experience, brand and how important it is just to purchase it. What you already have is never good enough, famous enough, or beautiful enough. We are victims of the Ad Age. You need more, even if you really don't need more. The next time you are watching the idiot box, make sure you don't become the idiot in front of it.