Sunday ka Funda

I wish cheeks were also waterproof. Maybe eyes too? This ad for Bandaid says it all, and yet as I see the tears skirt the wound-covering, I cannot help but think about how they act as a dam to any signs of weeping, even sorrow. It is as though the tears are just taking a turn into another lane...

Life is like that.

Sunday ka Funda

I do not know who would buy a mattress after seeing such images. Kurl-On is a well known brand. It has run a series using three public figures from different generations and for different reasons — Mahatma Gandhi, Steve Jobs, Malala Yousafzai.

The last one has been pulled up for bad taste.

The ad shows the young girl holding up her hands while facing down a gun, and then being shot in the head. She tumbles through the air before coming to rest on a Kurl-on spring mattress. Rejuvenated, sthen "bounces back" -- that's the campaign slogan -- to receive Pakistan's National Youth Peace Prize.

The ad agency is the local branch of Ogilvy & Mather.

The head of the Chilean studio that did the sketch admitted the gunshot stood out in the drawing.

"The Kurl-on ad tries to do the complete opposite, it's about triumphing over violence. The scene portrays a real event, an example of heroism that is very powerful, especially in Eastern countries, which is what they told us they wanted when we started the graphic."

If 'bounce back' is the tagline, I still don't get it. Do people want mattresses that bounce? Do they bounce on them? Being springy is a different thing altogether.

Ogilvy has apologised for the Malala segment. I can well imagine they would be concerned as she is an internationaly-accepted figure now and they cannot afford to antagonise the political brains behind her. There is silence about the other two though, and not only because they are dead. I find those images equally offensive.

• a young Steve Jobs being booted out the door, only to bounce back in his signature black turtleneck, showing off a Macbook in front of a camera.

• a young lawyer version of Mahatma Gandhi thrown out of a moving train and rallying back as the robe-clad Indian independence leader.

Bouncing back in a situation does not always mean being shot at, booted out, thrown out. In a subtle way, this is empowering those who do it — the corporates and the racists, who are everywhere. Normal people too bounce back from setbacks, personal and professional.

And many do not even have a bed to sleep in.

Sunday ka Funda

The last thing one would think about in a men's innerwear ad is a mother. The Amul Macho series has had some 'macho' moments, but it is pretty much oddball. In the latest one, burglars enter a house and are in the process of robbing it clean when the owner lands up in the room. He looks pretty much unlikely to take on the main big-built thief.

The 'hero' picks up the phone. Thief says, "Don't call the police or I'll shoot you."

"I am not calling the cops, I am calling your mother!"

"Why?" asks the thief, panic on his face.

"How do you address your mother?" the owner persists.

"Maaa," says the thief, pleading, almost like a child again.

"I must tell her about the big-big things you are taking away."

"Keep away the big things..." he tells his boys. And then to the hero, "Please don't tell Ma."

Much as I dislike stereotypes, the nurturing by the mother begins even before birth. Marketing gurus might sell products using this as a hook, but should we deny it because of that? The tagline "Bade Araam se" is indeed apt. That the guy wearing such inners can handle a tough situation. The entry of his wife at the end, holding him with approval, could be seen as a helpless bystander, but she is not in the frame earlier so I won't nitpick.

However, it is the thief who really makes this ad work because of the unseen mother. His fear of her also conveys a deep respect for the values she instilled in him, and that he is not adhering to.

I know it might seem that one is pushing it to justify a Mother's Day tribute, but the fact is that each time the ad appears on TV I wait for the word Ma.

On a side note, I do admit that I'd have committed fewer mistakes in my life had somebody called up my mother. I won't say no mistakes because, as another ad says, "Kuchch daag achche hain!" Some stains are good.

But mothers aren't detergents. They are water.

© Farzana Versey

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Also: Forrest Mum and Miracles" and Mamta (when age catches up)

Mandela...

Everybody wants to claim Nelson Mandela. India has appropriated that right with its most bankable crutch: Mahatma Gandhi. Mandela, who fought against apartheid, was imprisoned for 27 years, is seen in India as the man inspired by Gandhi.

Of course, he expressed admiration. Yes, Gandhi was thrown out of a train in South Africa. But their lives and politics were vastly different.

That ought to not even be a point right now. Just as quoting Barack Obama on Mandela, except as an obituary, makes no sense. Mandela was the product of a violent struggle in his lifetime and was called a terrorist. He did not initiate a war on terror, he did not live to send drones to other countries.

In his own words: "Armed struggle must be a movement intended to hit at the symbols of oppression and not to slaughter human beings."

He was not a traditional pacifist when it mattered. As he said, "During the times of tensions, it is not the talented people who excel, who come to the top, it is the extremists who shout slogans."

In the rush to pay tributes, people don't seem to realise that they are conveying something entirely different from what they intend to say, simply because they are saying it badly.

Take this ad for a dairy product company.

It has sensibly not put in a reference to its butter. But, how exactly did Nelson Mandela rise each time we fell? Who are the 'we' represented here?

This does not even sound complimentary; rather, it is an insult. Did Mandela rise when others faltered? Does it mean that his whole struggle was about such flawed behavior on the part of the rest instead of a fight for what he believed in?

There is a quote by Confucius, which seems to have inspired the ad:

"Our greatest glory is not in never falling, but in rising every time we fall."

Mandela did not give up despite the incarceration. It was his glory, his achievement. He did not wait and watch for others to fall so that he could rise.

In fact, prior to the 1994 elections, he said: "If there is anything I am conscious about, it is not to frighten the minorities, especially the white minority. We are not going to live as fat cats."

End note:

"Nelson Mandela Becomes First Politician To Be Missed" — Headline in The Onion

© Farzana Versey

Sunday ka Funda

"''Home' is any four walls that enclose the right person."

- Helen Rowland

I like the tagline: "Har ghar kuchch kehta hai" (every house speaks). For a paint ad, this seems like an obvious choice. But how often do homes talk or convey anything?

This ad in some ways is all about stereotypes — the armyman's discipline and the woman leaving her maternal home. While the emotions are subtly conveyed, through his concern for decorating the bedroom like the one in her house, a mere replication does not take a relationship forward.

Nitpicking aside, the words and feelings stay with you.

"Tell me whom you love and I will tell you who you are."

- Arsene Houssaye

Sunday ka Funda

These days, everybody seems to be friends with everybody else. And they all find how alike they are even as they merely click on 'likes'.

The friends I have shared the best moments, and understanding, with are very different from me. There could be shared values, even preferences for food, films, books, music, art. What is different, then? It is the way we look at these. It is the ability to complete each other's sentences not because of agreement, but the warmth of serendipity.

Years ago, I had written a few words here and I shall repeat some..

A friend who comes and goes is as much a stranger...a friend who takes another for granted is behaving in a strange fashion...a friend who has to keep several considerations in mind to keep up the friendship is a stranger...a friend who you are close to physically but cannot share things with is a stranger...a friend who inhabits your mind but not your heart is a stranger...a friend you feel for but can do nothing about is a stranger...

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Sometimes we don't realise what nostalgia means to others, especially when nostalgia is all they have. I continue to question expat experts, but today I will share this little film. I won't call it a commercial, for it is the story that matters. Also, I am sure there are many reading this who think of their mother as their best friend. I do.

Call me soppy, but I had to blink away the tears. Maybe, it happens when you chop okra...



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Image: Rediff, courtesy a link sent by a rather unfriendly friend!

Tea with the Nazi

He still sells. Anger sells. It has buyers. However, are they "Nazi lovers"? A bit simplistic.

You must have already read about the JC Penney tea kettle that looks like Hitler and the reactions to it. They were forced to remove a billboard, but the damage, or publicity, had been done.

Those who probably did not need a kettle right then rushed to purchase it. Some are selling the $40 steel piece online for four to six times the price. It has become an investment.

The description of the kettle is that one can see the “handles as Hitler’s hair parting, with the lid being his moustache and the spout a Nazi salute".

Is this only about imagination or was it deliberately designed as such? A report quoted JC Penney from its Facebook page, “You won’t be able to stop yourself from whistling at us when you see this billboard off the 405 Freeway in LA!!! If you find it safely shoot us a pic if you can.”

Why would anyone want to whistle at a kettle? It seems obvious they knew what they had — whether by design or by chance. If it was the latter, then clearly it was a whoa moment and the kettle went right up there to claim its Calvin Klein moment.

It was a stripping of both sensitivity and political correctness. I wish they had gone along, for it would reveal facets of how we as a society treat history in a contemporaneous setting. Unfortunately, the page was removed and the Penny people said, “If we had designed it to look like something, we would have gone with a snowman or something fun.”

Given the sales and the bidding, it seems this is people's idea of fun. I do not agree it is about love for the Nazi leader or the Nazi credo, though. There are many souvenirs available. And the ideology, for whatever it was worth, is not quite dead if we extend it to the 'superiority of the race' theory. In almost every part of the world, there are groups that believe they are superior or better than others. These might span from religion to socio-economic policies, trend-setters, divas, the rich and in some ways the poor, who by virtue of their disenfranchisement are beyond the system.

Californians are known to be quite liberal, so it was surprising that the kettle billboard was forced down by its residents. Is anti-Nazism a way to assert liberalism? Isn't such a badge of 'we are more liberal than the rest' itself an assertion of superiority?

Let's talk about fun, then. It is possible that the buyers merely like something that has curiosity value. Some might enjoy 'Hitler' boiling, which says a lot about Nazism as a psychological phenomenon that has nothing to do with a specific ideology.

We aim darts. There is road rage. We need magnets and stress balls to keep ourselves in check. We use voodoo dolls and burn posters and images of hate figures.

Is this peaceful? It reveals our hate. Quite naturally, there is the value dimension of what is generally considered good and evil. However, the fact that good has traditionally been known to triumph over evil means that it went into battle. It gave a good fight and had its hands bloodied.

When we use figures like Hitler and Gandhi as opposites, we forget the nuances of how non-violence too chooses the self-destruction of a people. The leaders in both instances are safe. Incidentally, images of Gandhi too have got into trouble, because people don't like their heroes tarnished, when there is a whole industry that fools people by selling themselves as Gandhians.

Were JC Penney to use a look-alike of, say, Martin Luther King there would be opposition. Yet, people will use fridge magnets and other knick-knacks with his image. The same goes for pop celebrities. But, there is less of a reaction to a Marlilyn Monroe being used to sell products, and this also should bother us. Why do some people become public property and, only due to their profession, their memories can be treated with scant respect?

And, no, I don't see Hitler in that kettle. It looks like Chaplin to me.

© Farzana Versey

Godfight

Nothing much needs to be said here. But, for money they will divide their own gods. And, do note that it is about being king of Mumbai – Mumbaicha Raja. The landscape is the posh Mumbai, not slums, and it is slumdwellers who need prosperity that Lord Ganesh promises.

Be ready as the starched ones overtake this little bastion too in pandal politics.

Update: Sept 17:

Obviously, they do not look at this blog. But TOI now has a new ad with public transport and the rest!

Sunday ka Funda

...for Dr Verghese Kurien 


"The revolution is not an apple that falls when it is ripe. You have to make it fall."

- Che Guevara 

Dr. Verghese Kurien did not need to do that. He just made the villagers of Anand in Gujarat realise that the milk their cattle produced could reach all of India if they got together. It came to called the White Revolution in the mid-70s. The brand Amul is now part of every household in some form.

I once saw him at Mumbai airport. Bureaucratic safari suit. Eyelids with many folds. The face of a philosopher. To my surprise, many people recognised him - those one might consider to be more likely fans of film stars or cricketers were either staring at him or wanting to talk with him. It was the sheer power of what he had created. How else could one explain this at a time in the mid-90s when there was no exposure via social media or quick snapshopts on TV? At a time when I recommended to a friend visiting from overseas the film Manthan (produced by the milk cooperative) that I had watched thrice and his response after the first few scenes was, "Did not know you were such a dehati (villager)?

I can recall so many scenes and that simmering one where Smita Patil is washing her legs and her eyes meet those of Girish Karnad, loosely based on Dr. Kurien, and the rustic Naseeruddin Shah who keeps spitting out "Aa sisotee" (this society, for the cooperative).

The song from the film continues to be used in ads. This is what revolutions are - when people are not encouraged to protest but create. And the milk and movement continue to flow...