For a country that, since a while back, was fed with crass plagiarised versions of western erotic thrillers, the advent of the new age of cinema has been a welcome change. But this really is a low estimate for a country that has for years pioneered the arts and originality, so much so that it is the very thread that has encouraged the new creative experts eager to establish themselves.
After all, take a look at a load of creative ads in the market. What once seemed like the sets of the urban and the rich has slowly shifted to India’s Tier 2 cities. Why? Perhaps it is from there that superior writers emerged, bringing about stories as myriad and colourful as the others. Companies like Google too decided to take the more relatable, modest, grounded angle for its ads.
If that wasn’t it, then it was the social angle. Tanishq hit a masterstroke with its dark complexioned single mother walking in confidence to get married again, tackling the issue of racism and sexism with one stroke. Then there is the effervescent Cadbury’s – with its simple family approach. India, at its very core still continues to be fascinated with the concept of a large happy family – the one that makes sure this year’s Diwali is grander than the last.
And we feel, more than cinema, commercials work more effectively. Considering the amount of TV exposure in India, the leadership of creative narration taken up by the advertising industry is a welcome change.