21 June, 2021

Selling Dark And Real Aspirations

New media and the new consumers of India spark a change in hitherto ‘fair and lovely’ advertisements

The Cinthol ad
Selling Dark And Real Aspirations

“Continue hoyenga, continue hoyenga,” sings a dusky bellboy in the Mumbaiya dailect expressing endearing optimism in the face of the fag end of the free internet and call services of Jio which will end on March 31. With these words, the latest Jio advertisement comes to a dancing end. He is just one of the ­faces of a new trend in Indian advertising which evokes the proverbial aam aadmi by featuring more ‘common’, regular looking faces on your TV and smartphone screens in stark contrast with all the ‘fair and lovely’ glam that we have been used to.    

“Realistic is in,” says Priti Nair, director at ad agency Curry Nation. “The industry is now looking at addressing real stories, through real people,” she adds.

As the Indian consumer market widens exp­o­n­entially there has been a ­certain shift in casting in the Indian advertisement ­industry. A great per­c­entage of ads are now straying away from the conventional market idea of beauty, and casting more...

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