TV ad that would do Jade Goody proud | india | Hindustan Times
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TV ad that would do Jade Goody proud

india Updated: Jan 24, 2007 14:39 IST
Highlight Story

A West Indian, eating at a dhaba, finds the food too hot and spicy. He is desperate for water but nobody gives him any. Even the tap he sprints to runs dry.
Punchline: It’s tough being a West Indian in India.

A West Indian couple are cosying up on a boat ride. The Indian boatman looks at them angrily and jumps into the water, leaving them stranded.
Punchline: It’s tough being a West Indian in India.

These two promotional advertisements on Neo Sports channel, for the ongoing India-West Indies cricket series, may be doing more than just promoting the channel and the game. A section of the advertising community and viewers believes the ads are encouraging racism. They say the promos give the impression that the Indians in the ads were actually reacting to the West Indians’ skin colour.

The promos come at a time when Indians are still to come to terms with the racist behaviour towards actress Shilpa Shetty (by Jade Goody and others) on the TV reality show Celebrity Big Brother. And they raise a question: are Indians willing to laugh off such a sensitive issue?

Ad guru and theatre personality Alyque Padamsee said "the ads are disgusting". "They certainly encourage racism. It is the ultimate in gadhagiri (idiocy). Just because I love my country’s cricket team does not mean I should hate every West Indian," he told Hindustan Times.

Agreed Santosh Sood, brand adviser and former chief strategy officer with Rediffusion DY&R. He said the creative team which conceived the advertisements should have been more sensitive. "If you ask me I would not have done it. But collectively, people enjoy a good laugh at others’ expense. It bolsters their collective ego," he said.

Piyush Pandey, the creative director of Ogilvy & Mather, the advertising agency that made the promotional films, said there was no racism in the ads. "People who think the ads are racist can go take a flying. I enjoyed them," Pandey said.

Harish Thawani, chairman Nimbus Communications, which owns Neo Sports, said: "We are not going to pull any advertising off the air just because somebody has a problem with it. If anybody finds the ads offensive he can approach the Advertising Standards Council of India (ASCI). We will respect the ASCI verdict."

ASCI Secretary General Gualbert I Pereira said no complaints had been received against the advertisements so far.

Email author: aasheesh.sharma@hindustantimes.com

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