Sep 23, 2008 05:43 PM
2156 Views
Well, well well. To start with, it's neither about any obscenity nor it is about some kind of mockery that's so-so unacceptable.
This reliance commercial, to my shocking disbelief, romantically glorifies and fully justifies the age-old habit, (a habit which seems to so intrinsic to India) of scribbling our names (remember those countless heart shapes?! on anything we can lay our hands on - trees, fort walls, heritrage buildings, anything.
In this TV Commercial, we see a husband who is on his way to Shimla. He keeps talking to his wife farway at home. They are reliving their old memories about when they got married (milestone to Shimla reads: 297 - refrence to 29th July). As they keep talking without any disturbance, thanks to Reliance, husband reaches a wall where we see the names written with a heart and arrow drawn.
Basically, the couple in their early days had DEFACED THE WALL, and they are so happy to see that after all these years, IT IS STILL DEFACED by their expression of love. Isn't it so irresponsible an act to make such actions be a highlight of a film. And that too, when as a country, we are still not evolved to understand the need to keep our city clean.
There is no mounument, no heritage building that has not been scarred with love-birds' hearty expressions. How could the creative team at the agency not find any other metaphor to showcase timeless love. May be idea of being responsible and conscious about having a clean, society was just out of the coverage area of the people who did this ad!
