In the beginning, there was peace, light and contentment. And then...there came, Fairness Creams!
A lot of us love to push the button and skip the ads. Older women might take refuge in this big chunk of time between programmes to heed to the call of their duties. Yet, more often than not, a lot of us often turn 'passive' watchers of the numerous ads - that is, we ARE present and receptive to it but the mind is not actively processing and questioning the information that it is receiving...many a time, not even consciously aware that of what really it is receiving. Of course, a lot of us might have had this experience at many occasions - be it in the classroom or while listening to long advice from elders/spouse etc. In fact, I might not be far from truth if I claim that we do sleep walk passively through a major part of life.
And passive viewing is quite dangerous. Over a period of time, it will communicate a lot of subtle messages that you might not even be aware of! It not just familiarizes a product to you but also sows the seeds of a lot of distorted ideologies. In a series of posts, I seek to explore how the winner of the biggest share in India's cosmetic products - Fairness creams have both reflected and refined the psyche of the Indian consumer.
For now, I am linking here the oldest Fair & Lovely commercial I could find. What a contrast to the ads of today. Do not forget to check out the male model! :) This is from the 80's.