![]() ![]() for all those who shun the queer comm in this country’.Īrt director Gita Simoes (l) with fashion designer Wendell Rodricks at a book launch event held earlier in the city One comment by a M Scindia read, “Finally, a queer ad in INDIA (comment makers capitals not ours) Am so happy I could cry.’ Those weeping copious tears of joy are certainly not hiding behind glares (Fastrack or otherwise), another comment reads, ‘This ad is too good! not offensive for first-timers yet passes the message on completely. Yet, it is astonishment with a dash of elation. There are plenty of comments on the Internet proving that the ad has caused raised eyebrows to disappear into hairlines altogether in surprise. It does influence people’s thoughts and they can only get more progressive.” ” When asked whether this ‘pridevertisement’ would in fact, be a trailblazer for Indian advertising, and whether the time has come for gay-themed advertising Iyer simply said, “It should be part of the business/industry. Rupal Gaggar the merchandiser says let’s keep clothes in the closet, not people What we are telling society, whatever your preferences so be it.” Iyer said that the pink colour of the closet was not deliberate (pink is a colour associated with the gay community) all we wanted is a stylized look as it is a fashion brand. “We were talking to everybody in fact and when you have a product with the philosophy 'move on' you have to encourage people to move on from the static even in their minds. Sonam Modi opines it is important to see how society reactsįor Iyer, the ad spoke to simply everybody. We did make a conscious decision to get this message across.” Iyer admits that the advertisement is creating a flutter on social media, “We have had a terrific response but of course, there have been a few brickbats too saying that with this ad, you have gone too far, yes, so some polarized views too there too.” Walking in two different directions but giving the viewer and the industry something to think aboutĪrun Iyer, National Creative Director, Lowe-Lintas creative agency for this advertisement, said, “It is not aimed specifically at the Lesbian Gay Bisexual Transgender (LGBT) community, what we were doing is looking at sending a ‘progressive’ message, since this is a youth brand. Has the ad world woken up to the power of what is called the pink rupee? (The pink rupee is the spending power of the gay community) It is also very upfront about this demographic in society. ![]() The advertisement is buzzing on social media sites and has created a flutter because of the fresh, bold and direct message. If there are still any doubts that the ad revolves around the gay theme, the ‘Come Out of the Closet’ should banish those because coming out of the closet in gay lexicon simply means: come out as gay. ![]() Girls coming out of the closet literally, adjusting their attire ![]() Then comes the tag line: ‘Come Out of the Closet’. They give each other the eye, adjust their attire (are you thinking what everybody is thinking?) and then walk off in opposite directions. The closet opens and a girl emerges from the it, checking time on her Fastrack watch. This ad film, often seen in the midst of the ongoing Indian Premier League (IPL) matches, begins with a shot of a pink closet. ![]()
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