Of late, we had two brands of men’s inner garments, Lux and Amul, creating a controversy. Both have, in different ways, invaded the terrain of private thought. Both brands have focused on the sensual aspects. This created controversy, so much so that the ads had to be banned and the matter was raised in the Parliament. A few years ago, when Enamor, the lingerie brand, had put up its hoardings with a model in a brassiere displaying the product, the hoardings faced protests in some places as also cow dung on them. Today, this is not much of an issue in urban areas. Society gets insulated over time and its own social acceptance norms morph. What was not acceptable yesterday is found acceptable today. Controversy is essential in the mind of the protestor and the small specific interest groups that fan such movements. Take the latest Idea Cellular advertisement, which shows Abhishek Bachhan as a reverend father. A protest movement is already brewing in. At times, controversy in advertising is about religion. These pieces of advertising are put together sometimes deliberately, and sometimes consumers are rightfully touchy.

Let me give you an example. Consumers woke up to the Lux and Amul advertising labelling the two ads as gross. This happened largely in the Tier-II towns of India. Women, in particular, rose up in arms. And rightfully so. The issue is a simple one. Women in small town India suddenly realised that the tone and tenor of this advertisement were stimulating the spirit of ridicule in young men all over. Young men were literally aping what was happening in the ad when they saw women around. Advertising on television, which was a staple diet for everyone, was the cause at hand. Women in small town India lead lives which are less gender-protected than the lives led by women in the bigger cities. This sensitivity must be kept in mind by the advertiser while making an ad film. Then there is what I call “the innocent audience” of the country — the children of India. It is important to insulate their sensitive minds from advertising. Kids watch a lot of advertising. Advertising is content for them. It is, therefore, important for ads to be child-sensitive.

Do you see a lot of change happening in advertising for India and the Indian women? If so, what is the change?

- Shilpa BC, Delhi

Shilpa, the new trend is all about being real. It is about telling customers the story of the real rather than the surreal and unreal. The consumer is a real entity. She wants to understand brands as being real entities for real use. Therefore, expect a lot of vox pop advertising. A lot that exposes the fallibilities of the real person in you and in the brand you use. Inclusive advertising and branding that includes audiences from rural, semi-urban and urban areas equally will be seen. Expect to see more politically correct advertising as well. Expect to see more of ‘green advertising’. A lot of advertising that exposes manufacturing practices that does not exploit children and expendable resources in short supply will soon be seen. Expect confessions that no tree has been chopped to make this product. Expect emission standards to be declared. All this will come by as the world gets eco-sensitive. Do expect advertising that is bolder as well for urban audiences. Expect to see same-sex couples in advertising in the future. Expect advertising to shatter the old paradigms of gender roles. Expect to see men crying in ads. Expect to see men stitching sari falls for their wives. Expect to see men as ghosts in advertising as well. Remember, in Hindi cinema, the ghost is always a woman in a white sari, gliding by on hidden roller skates. This paradigm is due for change as well!