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Advertising infidelity

tv Updated: Jul 20, 2011 12:41 IST
Navdeep Kaur Marwah
Navdeep Kaur Marwah
Hindustan Times
Highlight Story

If you look at the latest trend in advertising, you will notice the upsurge of ads which promote infidelity — be it in the form of having multiple partners or ditching one’s current partner for a new one.

The ads for Kustody deo, Maruti A Star, Fastrack, and TVS sport among others, promote multiple relationship which tend to go against the Indian sensibilities. The experts, however, feel that such ads are reflection of our society and should not be taken too seriously.

“India is throwing off the shackles and sex is no longer in the closet. The ads are reflective of the urban young adults. Even Bollywood is following the trend of no hold bars,” says Alyque Padamsee, MD, London Institute of Corporate Training.

“I don’t think these ads are promoting infidelity. They shouldn’t be taken too seriously”, says George Koshy, Senior Creative Director, Innocean Worldwide.

“Probably, the negative is the new positive or the new normal. These ads glorify what is happening in our society. And they might work only for a certain section,” says, Anurag Batra, Chairman and Editor-in-Chief, exchange4media group.

Ad for: Maruti A Star cars
The advertisement shows a young girl dropping her boyfriend to his home in her car. After they exchange good bye kisses, it shows the girl opening the car’s boot. Another boyfriend of hers then jumps out of it and accompanies her on a date. The message — there’s always a ‘spare’ to fall back on.

Ad for: Kustody deodorants
This ad shows actor Bipasha Basu (the protagonist) being pursued by males who are lustfully gawking at her body. She is being followed by all the males in the frame. Even the guys who were cosying up with their girl friends, leave them to follow Bips, who in the end throws the can of deo to the poor girls.

Ad for: Fastrack watches
The ad shows a naughty airhostess, played by actor Genelia D’Souza, trying to seduce the pilot, played by cricketer Virat Kohli, when the plane is in mid air. Both of them are shown getting up close and personal in the cockpit, and the entire plane wobbling and shaking in consequence, terrifying the passengers. The ad came under severe criticism from the airline fraternity for depicting the crew in bad light.

Ad for: addiction deodorants
The ad features actor Neil Nitin Mukesh and a girl on the beach who gets angry when she sees Neil getting cozy with another girl in a car. But since she could not resist Neil because his fragrance, she asks him if he can handle two. Then the ad ends with three of them cosying up in the car.

Ad for: TVS Sports bikes
The ad opens with a father looking disapprovingly at his daughter’s boyfriend (Virat Kohli). The father asks him to take a ride on his son’s bike. As he hits the road, he catches everybody’s attention. He flirts with a woman and disconnects his girlfriend’s call and continues with his journey. While the girl is frustrated, the father smiles.

Ad for: Wild Stone Juice deodorants
Set at a wedding function, the ad sees the protagonist (Kristina Akheeva) being mesmerised by a guy who has used the deo as he passes by her room. She then tries her best to seduce him and in the process even disconnects her boyfriend’s call.