Credibly Incredible India

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Be it television, internet or any other source of media, the reel world is flooded with advertisements these days. “Maggie, Maggie, Maggie”, “ek idea jo badal de apki duniya” (an ad that can change your life), “do the dew” are some famous one-liners heard from collegians. Somehow these ads influence us both professionally and personally.

The marketing medium has become the most successful grounds of income. It is undoubtedly the easiest to gather attention of the jamboree. The Cadbury chocolate, the self designed zoo zoos of Vodafone or a Pantene hair fall ad, all have in recent years gathered applause. I feel they are action inducing and compel the viewers to use the product. The tantalizing techniques used by the promoters’ hits the right nerve of the tele-viewer and helps sell the brand within minutes of telecasted advertisement.

The reason for huge success is the involvement of renowned personalities. Be it cricketers, Bollywood Khans or topmost Bolly couples, they leave no stone unturned to accentuate a particular brand. They have started to make frequent appearances on small screen thus, becoming the part of a crowd. They are offered handsome price for a minute’s ad, often more than they get for a 3 hour’s movie. As a consequence, the whole panache has helped attain the support of a larger audience, benefitting both the advertisers and the patrons.

No individual can live bereft of this ostentatious ad world and the tele-marketers know this well. Today, every household has a television and every television a minimum of 75-100 channels. So, even unwontedly viewers are served with advertisements after every 5 minute episodes, featuring stunts, gorgeous ladies and the Bollywood machos.

But in this hogwash, (I say so because more than their publicity, these products promise nothing more) whether it is a detergent or Fair n Lovely “cement” all are counterfeit and replica of one another. What mesmerizes me the most is advertisement of “Incredible India”.

I am not a crazy Amir Khan fan but what he portrays in such ads is admirable. Ceasing few anti-social elements from mistreating foreigners or raising voice against pick- pocketers, is what I feel provides the true message. In some other snap shots, the Indian culture is beautifully glorified. A row of ladies holding matkas (earthen pots) or deep down the remote village, giggling children are worth praise.

I feel “Atulya Bharat” (Incredible India) in an immaculate sense teaches the citizens to respect and beckon our foreign counterparts. It elevates the Indian morals and provides a pathway to be followed and not to forget the basic values of “Atithi Devo Bhava” (Guests are like Gods).

The auto-ricksha wallas or street vendors take it as a yard stick to move in the right direction. They are self mentored by such ads. Based on above ads, a movement to teach the daily wage earners Basic English has been started. It not only enhances their language and etiquettes but also improves their abysmal standards of living, thus, attracting tourists.

The Amir Khan ad I feel incorporates within every individual the fear of law, rules and regulations which if violated can put them behind bars.

As I stated above, millions have an access to television today and whatever is telecasted on reel, they tend to imitate on real life too. So, such advertisements are a boon and accelerate “tourism” in correct perspective. If we ponder further then it helps in increment of foreign exchange and thus, boosts up the national income. And with flying high tourism comes the responsibility to maintain a picturesque country and appreciable security, ultimately benefitting the country inmates.

So the business of marketing affects the way we talk, walk and think and what could substantiate it better than an Incredible India or Sarva Shiksha Abhiyan ad? They offer lucrative gifts and percent offs on items to promote a cause thereby, catching the eye balls and pushing people to contribute for a reason.

Now, before placing a “fullstop” to my article, tele-marketers are definitely using their wits in duping people and earning a profit. But the present day audience is smarter, more intelligent and selective. So, it might take their extra sweat to deceive people.

Lage raho! (Carry on). I, like junior Bacchan, can only say, “What an Idea sir ji!”

Abha Goel


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