A non-Indian could easily watch the new commercial for Tanishq jewellery and miss all of the subtlety. In it, a beautiful woman prepares for her wedding and puts on her Tanishq necklace. At the ceremony, her daughter impatiently calls out to her. She’s asking if she can participate in the pheras, a ceremony in which the couple walks around a fire seven times as they say their vows. The groom is moved by the girl and scoops her up, filling his bride with emotion. What’s special about the ad is that a sharp viewer can tell the marriage is the second one for both the bride and groom. Historically, divorced or widowed men are outcasts in Indian culture, making the ad a sharp break from tradition. Indian viewers are also talking about the bride’s relatively dark complexion, a turn away from the country’s mainstream obsession with light-skinned lead actresses.
Posted on: Sun, 04 Jan 2015 22:43:04 +0000
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