Caught this ad on the telly for Saca face cream for men. It does a male version of the deplorable 'Fair and Lovely' con. On the one hand, I am a great fan of gender reversal, if only for the sake of deriving perverse pleasure from the spectacle. Yet, sometimes it just gets too much.
We have a young boy with the modern equivalent of boot polish on his face. He has just landed a date with an internet friend and has to be there in 15 minutes. Now this in the aftermath of the Adnan Patrawala case! Although, you have to admire that they did not specify the gender of the internet friend--is our media getting that savvy, or is this just a case of assuming that everyone knows they mean a 'girl' friend?
Anywho, the ad then lists the advantage of this new face cream that cleans your face and prepares you for any eventuality in 15 minutes. And hey presto, the boot polish vanishes and our young friend can duly impress the person he's going to meet.
I have never quite understood some of the moral standpoints in our ads. Not that I want to be any morality police or suchlike, but come on, isn't there something wrong with propagating the view that people who aren't fair skinned, who don't have body odour and whose teeth aren't whiter than white are social misfits? All right, I'll perhaps concede on the body odour front, but only just. That too because a Virar local is not a pleasant experience when you are squished next to a decidedly smelly character. But even then I wouldn't go so far as to call that person a misfit.
And as if the Saca ad hadn't done enough already, they go on to have a theme song that yells out 'Saca' in a way that seems to actually call its potential victims suckers. Well, it is a con job, and the buyers are 'Suckers', but do they know it?
Another such charmer is the 'Zatak Gold' ad, which seems to call the hero a tadpole. I mean, hear it carefully, it seems to repeat the line, 'It's a Tadpole, a tadpole, a taaad pole.' Well, one look at the male model, and one has to haplessly concur.
I suppose these are what they call lifestyle affirmation ads. A way of telling the consumer, 'Yep, it's that simple. All you have to do is buy xyz product, and your life will be like what we're portraying. And come on, admit it, you secretly crave to be exactly like this 'cool' person, don't you?'
This whole lifestyle thing sucks though. If I hear one more life, lifestyle, change your life, have a life, get a life kinda ad, it will be too soon. It seems to me like there's been a collective epiphany and somehow everyone seems to have 'got it' that the point of life is life itself. So we have an army of headscratchers detailing it to you; they underline it, highlight it, and contort words and images, all in a desperate rush to be the first ones to tell the same thing to you in a unique way.
Makes you kinda miss Lalita ji, doesn't it? She was patronising too, but at least honestly so.