Ornamental messages: The Tanishq ad

A measure of how 'backward' a society is to see how it portrays progressiveness. If you need to pat someone for what is considered normal, then it only means you do not view it as quite normal.

The new Tanishq ad for its wedding collection shows what is being touted as a dusky woman, and a mother, getting married. This is supposed to be about breaking of taboos regarding colour and remarriage. In reality it is so bloody self-conscious, besides of course being elitist.

All those who look down upon television soaps should know that these aspects have been handled in them, and quite sensitively at that. There was one recent serial 'Na Bole Tum Na Maine Kuchch Kaha' where a mother of two remarries, and if it means anything she was dusky too. And at no point was it alluded to.

This commercial is about jewellery, and therefore the message too is ornamental. To posit the woman's duskiness we have a fair groom, which amounts to seeking the acceptance of the acceptable. When her daughter says she wants to go 'round and round' the fire when the marriage vows are being taken, it is the man who carries her, his role as knight and proactive partner consolidated.

Don't bother to see this in the light of some great reformist movement. Corporate India that deals with so-called modern sensibilities has played safe by using a religious ceremony, the male as being 'fair' to society, and of course the possibility of such progressive thinking being the prerogative of a few who can afford luxury and by default the luxury of ostensibly going against the norm.

Once again, the 'revolt' has been appropriated.