This is inspired by a real life incident which was narrated to me or rather to everyone who had attended that Punjabi lecture in DAV College in winters of 1994, I was one of the regular class bunkers who was hardly ever seen attending any lectures and this was once of those rare occasions when I decided to attend the Punjabi lecture.
The Punjabi lecturer was a very soft spoken young man in his early thirties and he was lamenting that how the youth of the day (which was us at that point in time) have no time for love and feelings and how everyone is so busy trying to get into engineering colleges and medical colleges as we were all aspirant engineers at that point in time. No one enjoyed poetry and how we were all more interested in pop and rap (those were his words, pop was new in India then I guess!)
He narrated an incident of his youth when as young men he and his friends used to travel to Ludhiana from a nearby village by bus for education and they had to cross the bridge over the river Satluj and one of the boys used to everyday make an extra effort to look out of the bus window towards the river, close his eyes and bow his head to show his respect for the river. They were all confused as this went on for over a year and one day one of those boys asked this boy why he did so and after a lot of goading he told all of them that the waters of the river went past a village in which his beloved lived and he bowed to the water so as not to flood his beloved’s village (as that area was prone to flooding) and to take his love and his feelings to his beloved!
That incident as narrated by him has stayed with me till today and my above lines are inspired by this incident. I hope that even if you do not like my lines you will appreciate the feelings of that young man
This is the work of Mudra Group, Creative Director: Jonoo Simon and Copywriter: Akhilesh Bagri. Thankfully, we cant tell the name of the client because its literally in fine print. I think that might be deliberate. :-)
The Mudra group is one of India's oldest and most respected advertising agencies. That they should approve this ad comes as nothing short of a shocker, but the employees in question deserve special mention.
This ad proves why Diversity is important. The advertisement is wrong on a lot of levels. But basically, it is wrong because it places the onus of safe driving on someone who is not driving! And absolves the driver of all responsibility for Safe Driving. I am still amazed that an ad like this was cleared for production.
My exact comment on the blog post where one first saw this ad:
Dont talk while HE Drives?? Really? And what is HE? an invalid who cannot take that simple decision of what he needs to do for safe driving? WHo gave HIM a Driving License?
And the visual is very disturbing too. Ridiculous. Someone passed this ad? Really?
My guess is, that one woman on the team, or a non Indian team member, would have seen the stupidity of that assumption rightaway. Work like this proves that diversity is not just a pretty concept. Its VERY necessary.
This ad is not just stupid and insensitive. It crosses that fine line into being offensive. The ad creators did not realise that its a diverse world, even if they dont have a diverse team