We recently got the ATN Bangla channel for our residence. It has the usual mix of Bengali dramas, songs and shows, etc. What I enjoy about it are the commercials. Some are corny, some are good.
I may have said it before and I will say it again. South Asian channels have far superior commercials. The ads on Canadian channels are really of low quality. Who's Better Than Badboy Furnitures, Noooooobody or something equally yawnable like Dairy Queen has a special. They are straight forward announcements. Whereas the desi ads show imagination, comedy, has a script, beautiful women and did I mention imagination. One ad on ATN Bangla, though, irks me. It's a Fair & Lovely one.
Remember the famous scene from DDLJ, where the actress Kajol is running on the platform towards her departing train, and the hero Shah Rukh Khan is on the train, sees her and extends a hand out to her? She reaches out, grabs his hand as he pulls her in. The Fair & Lovely people spoofed this ad. Our heroine, an attractive young woman, is running on the platform towards her train. Her boyfriend who is on the train extends out a hand. She also reaches out, then pauses. Wait, she tells herself. Look at my hand. I am dark. I cannot let him grab my dark hand. She hesitates and remains on the platform as the train pulls away with her dumbfounded boyfriend.
She returns home and takes out her Fair & Lovely whitening cream. Voila, seven days later, she is again running on the platform. Everyone's head turns to look at her. She is so white, so fair (infact she looks positively radioactive as whiteness appears from within her). Her boyfriend is once again on the departing train. He sees her and again extends out a hand. Ever thought of giving her a watch, buddy?
This time our heroine is confident of her fair hand, so she also runs towards him. But wait! Suddenly, another carriage door nearer to her opens, and a supermodel male is standing there! He sees the heroine, and gives her his hand. Our now fairer girl gives one last pity look at her boyfriend, grabs the new male lead's hand and climbs abroad the train. Poor loser boyfriend. If only you had used Fair & Lovely too. Tsk tsk. The ad finishes with some empowering message.
My question to the hypothetical lady: You boyfriend was willing to hoist you to the train before you put on the whitening cream. Ever thought of that?
Shabina wrote a post about pretty women with some not-so-pretty men. Continuing with this chain of thought, women today seem to be redefining the concept of pretty themselves. I don't say women should NOT use beautification products, but how well do these 'whitening' products work? If you DO need to work with something, perhaps your figure? Zee's Saloni is one such great series. It's about a dark girl who is not attractive but makes herself to be. Rather than scrub your face with bleach, cut down on the number of samosas? Any girl who is not fat is pretty. And anyone that looks like some radioactive albino is definitely NOT pretty.
Tags: ATN Bangla Fair And Lovely Commercial