On life…and learning

Modern(?) Mindset On Single Mothers…Tanishq’s New Advertisement

with 6 comments

tanishq_660_102813010058Just watched the NDTV’s report on the new advertisement by Tanishq, leading jewellery retailer brand of India. In case you haven’t seen it yet, you can watch it here (http://www.youtube.com/watch?v=P76E6b7SQs8).

The television presenter praised the concept behind the TV commercial, which picturizes the wedding ceremony of a single mother,  as the backdrop for Tanishq’s contemporary range of wedding jewellery. Social media is abuzz with the bold and modern concept of ‘remarriage‘ of a ‘divorced‘ or a ‘widowed‘ mother, I heard the news-anchor saying. She mentioned how progressive the ad is and also described at length how social media is going berserk with praises penned by the viewers of this ad.

Hearing these comments, Neha, my wife, remarked with disgust,“Well, what about a ‘single’ mother? Is it necessary for a single mother to be either a divorcee or a widow? Can she not be just a single mother, someone who is not married, or someone who adopted a kid?”

I could not agree more. While everyone can hail this advertisement and we both certainly belong to the tribe, which salutes the concept of a single mother proudly marrying in the company of her daughter celebrating the ceremony, and where the groom accepts the young girl with open arms, I am rather disappointed with the media reports, TV commentaries and social media’s buzz, hailing this advertisement as ‘celebrating modernity of remarriage’ and how a progressive brand like Tanishq has broken new ground with this bold concept.

Watch the commercial carefully and you would note that NOWHERE during the ceremony  it is revealed that the young girl is the woman’s biological daughter or that it is her second marriage.

Sushmita Sen and her daughterWonder what would Sushmita Sen be thinking at this moment! She is a proud single mother of a lovely, adopted daughter. And mind you, she is neither a divorcee nor a widow… She is what she is, just a proud single mother.

So much for the modern(?) and open(?) outlook and its celebration… I am closing this blog post with what Carl Sagan said about open minds:

“It pays to keep an open mind, but not so open your brains fall out.”


Photo-credit I: indiatoday.intoday.in 

Photo-credit II: fillum.com

Written by RRGwrites

November 13, 2013 at 11:12 PM

6 Responses

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  1. The ad is a breakthrough in more than one way. It is far away from the stereotype which features blushing, fair-skinned brides. They not only have they introduced the model / bride who is dusky in complexion but also shown the concept of remarriage—possibly for the first time in Indian advertising.

    Umang Sethi

    November 14, 2013 at 2:22 PM

    • Rightly pointed, Umang. Thanks!


      November 14, 2013 at 9:52 PM

      • The Ad is excellently characterised, which leaves a message on traditional thought of minds on women marriage life. The new face of women in the changing world.

        Also love the background marriage shennai ………..


        November 15, 2013 at 11:04 PM

      • Well said, Ankit. However, the bias against single mothers and their entity irrespective of marriage’s institution is also evident.


        November 16, 2013 at 10:54 AM

  2. I have seen this ad lots of time and i think it was a nice simple ad. I dont know why so much of hype created by the media about this ad.
    I think , even if this is a case of re-marriage , it should be considered as “normal”.
    I agree that nowhere in the advertisement it is shown that the bride is the biological mother of the girl or she is getting married again.
    I loved the article because this is what i think about the advertisement.I also loved the last lines about “open mind”.


    November 20, 2013 at 10:19 AM

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