Though a media person by profession, I don’t really watch
television as a subject of study but mostly for entertainment. And when I watch the TV, I’ve intentionally made a habit of watching the advertisements along
with the programs as a sign of respect for the advertisement industry and also
as a gratitude to the brands that makes possible the airing of the TV shows.
However, lately the advertisement of Dabur Honey which keeps popping up during the
commercial break of my favorite TV serial has gotten on my nerve. I’m talking about the ‘ad’ where the lady
(acted by Bipasha Basu) is constantly worried about gaining weight and doubts
if her guy (sorry I couldn't find his name despite Google) will still love her if she gains
weight. And not to forget the slogan at the end that goes on to say, ‘Stay fit,
feel young’.
If media is to be blamed for reinforcing stereotypes, this
‘ad’ is a perfect example. Here, the stereotype
image is created not only for both the gender but also for old age. It
indirectly or rather directly tells its audience that women are an object of
gaze for men and that woman exist for men. The lady is portrayed as an insecure
partner who’s always trying to win the acceptance of the man. It also
reinforces the idea that to be beautiful is to be slim and to be young. It also
goes on to depict men as easily fallible to physical beauty of women, and that
when ‘this’ beauty of their partner fades, they would leave them.
In the longer version which I happen to see while writing
this piece actually had a pleasant surprise moment. There was a voice over
which said that the question is not only about gaining his love but the
question is also about loving yourself. This voice over does not necessarily
save the ad from its stereotypical imagery but at least it had some reasonable
reason, or at least that’s what I feel. However, sadly, this portion was
conveniently edited out for the broadcast version.
Now, if it is true that media reinforces stereotypes, it is
also equally true that media is also a reflection of what the society is. What
concerns me more than the ‘ad’ itself is the mindset behind creating such an
‘ad’. And if it had gone through the
typical process, the idea would have been conceived by a person or a group of
persons, approved by another person or group of persons, than the idea finally bought
by the client who consisted, again, of one or more persons. This, than, mean
that most people, if not all, who are responsible for this ‘ad’ going on air
have mindsets as visible in this piece of work.
On a personal level, I’m neither against the Dabur brand nor
against honey. I believe in living healthy and also believe in honey as a means
to good health. My only regret is that Dabur allowed such a mindset to be
represented through its well known brand name.
Note: - I’m not sharing the ‘ad’ link here lest the number
of share increased is misinterpreted. But for those who have not seen the ‘ad’,
it’s available on youtube.
