During a recent visit to Taipei, an advertising professional, on seeing Times of India’s ‘A day in the life of India’ commercial, posed a curious question to me, “how can a commercial be borne out of such a serious issue that affects your society?” In response I explained how the parody on redtapism, far from trivialising the issue of corruption or brushing it under the carpet, resonated strongly with the voice of India. This voice accepted India with all its shortcomings and subsequently dealt with them in an open, transparent manner.
Advertising since the mid-80s has been reflective of how India has found a voice of its own. It speaks of an India that is comfortable in its own skin. It’s an India that has learnt to take its strengths, quirks, rites and rituals and shortfalls alike, in its stride. It’s an India that has truly come of age. And it’s developed a voice that has acceptance, maturity and a sense of humour.
In the recent past, be it how the ‘Jaago Re’ campaign dealt with corruption or Hindustan Times’ take on the how to take action, advertising has moved on depicting a far-removed ideal to bringing alive the truth that rings true with the pulse of the nation. Till a few decades ago, a show like NDTV Imagine’s ‘Rakhi ka Swayamvar’, would have invited the critique of cultural purists. But today we accept everything with a pinch of salt. The same is true of our regional diversities. ‘Quick Gun Murugan’ is a humorous celebration of our cultural quirks. Therefore, our dictum of ‘we are like this only’ embraces an Indian voice that is comfortable in all its multicultural, multilingual, multilayered socio-economic diversity.
(The author, better known as Pops, is National Creative Director, Leo Burnett)
