New advertisements hitting the idiot box more often mirror
the rapidly changing dynamics of our society. They showcase the changing trends
and the aspirations of young India. Young India is desperately trying to break
the shackles and bondages in the name of progress and liberty with a view to
build society devoid of the orthodox superstitions. It’s no wonder that mass
media would be the best instrument to bring a gross change in the deep-seated
traditional mindset. The latest Tanishq Jewellery ad was one such as it has
created a debate. Initially the ad was ignored and downplayed, but with every passing
day it is catching the attention of people for its bold new concept. It has aroused
an urgent sense of interest in the new trend of remarriage of a single mom.
Indian society is diverse and in the political parlance, the
divide between Bharat and India is immense. A tiny cross section of the society
and especially the young brigade are aspiring for a new India devoid of caste,
creed, sex and other religious barriers are lunging ambitiously with new ideas
leading towards their idealistic society. On the other hand, the vast a
majority are still creeping in the dark corridors of orthodoxy and sinking into
quick sands of age-old customs. This kind of ads may not bring an instant
change in the society but these may be considered as humble attempts to bring
about change in the obstinate minds etched with unscrupulous mores.
Modern Indian society is trying to seep in new changes as it
perception towards certain issues has changed. Parents who were earlier very
averse to the idea of divorce fearing societal repudiation now appear to comply
with their children’s wishes of moving out of troublesome marriages. Unlike few
decades back, remarriage is no longer looked as a moral taboo. But it hasn’t
yet been received with greater enthusiasm and happiness either since our
country still has the unceremonious reputation of being very discriminative
towards women. A large chunk of society is not comfortable with the
celebrations for starting a new life, if it is a second marriage more so for a
woman. They still have their reservations.
Putting aside the business interests of the TATA group, this
ad has been successful in generating a small inkling of change in the thought
process of people. But at the same time it has raised few eyebrows among the
oldest generation who are still averse to the idea of the remarriage and its
celebration still to say. In reality,
remarriage for a single mom is still an arduous process and it has to be often embraced
with lot of compromises by a woman. This trend is picking up in well-to
families. Though there has been a considerable increase in such marriages,
their sustenance on long term is still an issue of great concern and debate. Most of the marriage bureaus still complain of
greatest difficulty in finding suitable matches for single mothers. Society is
gearing up for new changes but unfortunately women are unable to receive their
due share of pie. Moreover, our society is not yet welcoming the new changes
with open arms. Unfortunately still these new changes are received with peevish
arrogance by the self styled moral upholders of society.
It might be too early to predict the results of the new seeds
of change, but slowly the idea might sink into the society.
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