We need to pronounce about something critical this Diwali.
Every year, you’re reminded of Diwali during slightest a month or dual in advance, and it all starts with sales being shoved down a throats like moms force brussel sprouts. Malls have it (in confidant red, caps-lock font), Paytm Mobikwik form services are on an overdrive, and e-commerce websites substantially douse some arrange of hypnotic potion on us by a laptop screens to make certain we spend 90 % of a income on gifts and clothes. Only so that each time we are forced to pronounce to a long-lost (and annoying) relations to wish them a Happy Diwali, we can feel confident meaningful good food and new garments will follow.
Diwali is also deliberate a time to cleanse, and is generally a good time for new beginnings (as it coincides with many informal new years). This year, I’ve been seeing how e-commerce websites have finished this judgment of clean and change, by their ads.
This could be since I’m an mindful person, though also we don’t need me to tell we that ads for e-commerce websites like Amazon, Snapdeal, Jabong, E-Bay are everywhere. They aegis before our Youtube videos, they’re on a TVs (at primary time, no less), a workstations and/or a Facebook timelines (we all know someone who works in a selling group of xyz company).
This year, a concentration of these ads have been mostly on changing a account from “it’s about sanskaar and family” to being your possess person, violation divided from nonessential generalisations and caring for a people around you, that is not indispensably your evident family. Which is a large warn to me, since let’s face it, when was a final time we saw an ad on a primary time TV slot, that tells us to buy new garments for a dhobi wala? When we was younger, all we got to see during Diwali was Amitabh Bachchan forcing me to eat dry fruits coated with dairy milk.
This Amazon ad unequivocally hits home a summary that Diwali is not usually for we and me — urbane, metro-city-dwellers — though even for those who are our backbone (my dhobi bhaiyya really understands a significance of a well-pressed kurta worn on Monday morning, since it’s substantially a usually thing that is well-pressed about a day. And I’m hugely thankful).
We are so used to donating a aged garments to a help, presumption that it checks off a good-deed-for-the-year. But with Diwali should come new clothes, for everyone. Because since should anyone be deprived of a fun of wearing frail new garments that still smell of card and cosmetic wrap? This ad’s winning impulse is Mita Vashist saying, “humaare yahaan, diwali mein purane kapde nahi pehente (we don’t wear aged garments on Diwali). The use of “humaare yahaan” is crucial.
Now that Amazon has taken man-made, amicable borders divided with their ad, Jabong takes it one step further. Their Diwali ad celebrates all things individual. With a hashtag #Youarethefestival — they support to people who don’t required feel like conforming. Away from home? Want to wear black on a festival of lights? Hate a sound though adore a colours? Want to mist paint your rangoli instead? Want to stone some skin uncover on an racial day? This Jabong ad is for YOU. It also helps that there’s a complicated use of swag in their ad.
Not usually are these ads promulgation out a right messages, they’re also upping their chime game.
The other day we was humming “unbox zindagi..” after carrying listened a whole strain on loop. I’d initial listened Shankar Mahadevan’s voice on my TV, though a ad unequivocally held my courtesy when we saw it fully. Using a judgment of new beginnings, a Snapdeal ad encourages aspiration (no matter how far-fetched) and holding a impulse to welcome a event that is knocking on your door.
In this Diwali ad, aged grandparents are means an Ipad (my gamble is it’s going to finish adult with aunty personification Farmville or Candy Crush, though we digress), and a womanlike patrolman being given a span of earrings, since who pronounced femininity had to be mainstream? Sabse saccha koi, saja nahi abhi tak, goes a jingle. Preach, Shankar. (Also a chime is bloody catchy).
Netflix’s finished their possess chronicle of a Diwali ad, with Anurag Kashyap creation of standard Diwali ads that seem to be a root out of a Utopian Indian Dream. We get a point, Netflix. Humour goes a prolonged way.
At this point, you’re substantially wondering what a purpose of a square like this is (which seems some-more like a box investigate on promotion and reduction like an article). Well, this Neilson investigate reveals that people indeed do watch commercials on TV, and a commission of people who change a channel between their shows has drastically reduced.
So, as an active e-commerce website that caters to millions of Indians, if you’re is idea is to strech so many people with your promoted content, we might as good do it with some amicable responsibility, right? (How we wish Chetan Bhagat accepted this). What unequivocally stands out for me is a clarification of amicable shortcoming that these websites are adopting.
Yes, “real” issues like poverty, literacy, practice still stands tall, though this “change in mindset” that one overhears mostly in conversations, starts here. There is a disproportion between donating aged garments to your help, and indeed shopping new ones for them, for example, and I’m happy to see that large players like Snapdeal and Amazon have realised and embraced this.
And so, in a suggestion of Diwali, we have a winner.
Among all a e-commerce ads, E-Bay hits bulls-eye. This ad was expelled a integrate of weeks before Diwali, though a timing could not be some-more perfect. With a tab line, ‘Things Don’t Judge’ here’s an ad that rejects any hetero-normative account completely; and not usually in foster of homosexuality (which in itself is great) though it also rejects synthetic concepts of gender.
In a ad we see a male going down on one knee, proposing to his beloved with a ring bought from Ebay. We also see a lady who is not limited by her surname/religion or her choice of clothes, an aged lady who plainly skips in a park full of aged people doing yoga, or (my personal favourite) a child who orders a span of ghungroos for himself since who pronounced Indian dance should be limited to women?
This Diwali, your present is that we thankfully will not have to change a channel when an ad starts to play. Infact, if we watch delicately enough, it might indeed propagandize you. Light and love, folks!