As a single, working woman, who is of marriageable age, this ad does not appeal to me. It does not make me want to enter a Tanishq showroom and try out the wedding jewellery. It makes me think about the weak character of the girl who plays the daughter. And the near villainous, subtle manipulative character of the mother.
From the way her character is established, the daughter looks like a modern, outgoing girl who has taken over the role of the son in the family. She takes the wheel while her father sits beside her, she talks to the parents in English, she looks like a girl who has a definite plan in her life, who wants things to happen in a certain manner before she can even think about settling down. And suddenly, after trying on the jewels, her resolve and her plans get dissolved into nothingness, just because she thinks she looks beautiful wearing those wedding jewels.
I think it wouldn’t be too much to say that this is absolutely ridiculous.
My opinion is that this ad demeans young independent women. It conveys the message that the modern young woman of today has no mind of her own. She is a feather brained narcissist who has no idea what she wants to do or be.
Why does a modern young woman refuse to get married? There could be several reasons:
a) She is a career driven woman and wants to reach a certain level of success before she eventually marries and settles down.
b) She doesn’t want to give up her freedom.
c) She has so much to do and so doesn’t feel the need of a man’s company.
d) She is not sure if she actually wants to get married and so is biding her time.
Whatever be the reason, it would be safe to conclude that the woman of today is a logical, practical being who thinks in a certain manner with a definite rationale. She is a woman of substance. She makes her plans and sticks to them. If she has plans of not getting married for a certain period of time, she has a very good reason behind it. Just visiting a wedding jewellery shop will not dissolve her resolve. At least that’s what I believe which should be quite enough to establish this fact, because I am a woman of today.
After seeing this ad, I wouldn’t want any young girl, with the prospects of a bright future who would be better off if she married a little later in life, but who happens to be a little gullible, to enter a Tanishq showroom because she might end up marrying the wrong person at the wrong time just because she is enamoured by the jewels.
I know this is a feel good ad and meant to appeal to young girls who are of marriageable age. Or to parents who are planning to get their daughters married.
As a friend rightly put it, perhaps I am not the target audience they are looking at. And whether I like this ad or not doesn't really matter. But as I am entitled to my opinion, I am expressing it here. And my opinion is that this ad does not work. At least not for me!