1. What's wrong with the Giva ad?
Nothing you see on TV/advertisement or/big screen, especially in big budget projects, is innocent or accidental
The Giva ad continues a broader trend in how film-entertainment and ad industries have treated cultural sensitivities of the two majority communities very differently for years - something Gems of Bollywood has exposed so clearly
Look at the way popular culture has marketed Hindu festivals for years. For instance, check any compilation for suggestions for Diwali playlist:
“Abhi Toh Party Shuru Hui Hai”
“Let’s Nacho”
“Tamma Tamma Again”
But typical suggestions for Eid playlist:
“Noor-e-Khuda”
“Maula Ali”
“Kun Faya Kun”
Typical media suggestions for Diwali outfit ideas these days: sexualised styling - cleavage, revealing blouses, familiar Bollywood glamour
Typical outfit suggestions for Eid: Rich and covered
This means that they know what cultural sensitivity looks like, what a family gathering looks like, what sanctity of a festival looks like
But they apply it only where they want
The test of their intention is simple. Look at the image attached. Imagine her holding a plate for Iftari and the text saying Eid. Will any brand ever run such an ad?
2. Are these ads really made to increase sales during Rakhi?
The primary purpose of such an advertisement is not to sell jewellery for Rakhi. Conduct a market survey. Show consumers the ad and ask them whether the imagery is prompting them to buy Giva jewellery on Rakhi for their sisters. I doubt the answer would be overwhelmingly yes
Modern advertising works at a deeper level than simply saying buy this product. It is often aimed at shaping long-term attitudes
When the same kind of imagery is repeatedly used around certain festivals, weddings and family occasions, it leads to normalisation of a particular culture
Much of it seems to be aimed at creating a society where every aspect of a woman's life is sexualised. I would say it is the same mindset that wants to legalise adult men having sex with schoolgirls
3. How should the public respond?
Stop treating these celebrities as icons and withdraw your interest from them
The same actress as in the ad did Thumkeshwari item number and then pretended to be Ma Sita on screen - until we vehemently opposed it, ran a campaign, people responded and the movie bombed
Reject them from every aspect of your life where you have a choice
Shilpa Shetty's husband Raj Kundra tried to shake hands with Sanjay Dutt, but his assistant pushed him away. You could literally see the embarassment on her face. 😭😭
So those rumours about Mahesh Bhatt and Rhea Chakraborty were true. Look how comfortable she seems with him, the way he has his hands on her shoulders and they're holding each other's hands.
मेरे पास इतने पैसे नहीं थे कि मैं प्रैक्टिस कर पाती और टूर्नामेंट में भाग ले पाती उस समय विराट कोहली ने ही मेरी मदद की।
उन्होंने 3 साल तक मुझे आर्थिक सहयोग प्रदान किया उनकी वजह से मैं आज कॉमनवेल्थ गेम्स में "गोल्ड मेडल" जीत पाई।
~ साक्षी चौधरी, गोल्डमेडल विनर 🔥❣️