Jarita wrote:India owes nothing to the Tatas. Stop putting them on a pedestal when they have struck blow after blow of late.
Likewise, stop developing a McCarthy mentality! Seeing a commie under every chair and kicking off the chair from under its occupant is what the Indian-leftie wants off its opponents.
Condemning everything that survived the Congress years and in this case, trash something that actually did contribute substantially to wide range of Indian success stories. Does not seem a good idea. As an example, Thyssen-Krupp is still a revered German group, despite it developing some of the most devastating (and storied) weapons of both World Wars and allegations by Anglo-Saxons of Krupps being too close to the Reich and its grossly inhuman practices. Anyways, the Tatas have been far more apolitical
than the Reliance bhais have been during that era.
And bringing in their religion is also counter productive - those guys are far more inward looking than even yehoodis and they dont even encourage marriage outside let alone love-jihad type evils. So dont respect them based on your personal beliefs, but dont pull them down needlessly, based on what, as Ambar pointed out, a fraction of their vast empire is doing. Those guys have been trolling china (and making tons of moolah) before it was considered cool, like a century and half before.
the tata's must be literally commissioning hundreds of such ads every year across their business empire.
so the tata guys slipped up on one of their ads and have now learned what to look out for. It's not such a big deal.
It's the ad agency that did this on the sly to push what they thought was subliminal cultural messaging and to reinforce subtly, the primacy of the invader's identity. It's easy to see how a smart ad guy would have pitched it one way and once approved by the client, gone out and shot it his jehadi way, with just a few subtle twists thrown in, oh so innocently, to make sure that the cultural superiority mesage came through.
assuming that the tata's didn't know, the ad agency would have known for sure because its their primary job to track customer trends and responsibility to adapt communication strategy to market preferences prevailing by being contextually sensitized and socially aware.
the ad per se is a routine one, aimed at a specific and hip target audience, the characters are all impossibily chocolatey and robot like, neutral toned, pastel colored, and fair. the ad is a slickly produced number where even the cockroaches, if shown, would be shown tastefully groomed, aspirationally non jarring and geographically non specific for wider audience appeal.
if this very ad ran in the US with an all white cast and a black pregnant bride, it would be slammed and white shamed for being culturally insensitive. There they would need the bride to be white and pregnant and the rest of the cast all black, especially after the BLM violence, which was probably their equivalent of shaheen bagh.
If shaheen bagh hadn't happened and their jinnah jehadi mask also hadn't slipped for all to see their bared yellowing fangs, this ad would have easily passed muster.
But, after shaheen bagh, cultural sensitives have heightened and offence is now far more easily taken. The once, "taken for granted customer" is saying we matter more, so sellers, behave yourselves.