anthem to anathema
"Indians are overly patriotic. More than necessary for their own good." That's from an international survey of patriotism. To use that, and tug at the Indian heartstrings for cheap commercial use is positively appalling. I'm talking of the latest series of adverts by mobile network giant Airtel http://www.airtel.in/jayahe/ .I hated it when they decided to precede every movie-screening in mumbai with the national song. Forced appreciation of the national anthem was never a good idea for me. I think the American national song has been grossly devalued ever since it has been rendered before every sporting event.
All that pales in comparison to the Airtel campaign. I can't think of standing up to the anthem at every single commercial break. I've been guilty of changing the channel or hitting mute, to avoid the unnessary exercise.
Shouldn't the Advertising agencies association of India be doing something about it?
posted by chandru @ 4:03 PM
2 Comments:
... agree with you 'sau prateeshat' if I were to put it in my rashtrabhasha - to be brutally honest though (and believe me I had to put a stone on my heart - coz the campaign is nicely done) I reeeely think that Lata didi should retire now - if not for her own sake then for our sake - smart job whoever decided she should do the first line which is the lowest tone ....
I hated it when people stood up in the theatre during the same rendition by that annoying child in K3G - and then if you didn't stand - it looked like you were unpatriotic - bunch of fakes!
I kind of agree with the two of you- but i haven't made up my mind on this one yet. It almost seems like two sides of a coin. you could say that the anthem and the use of flag has got less uptight and more people recognize it now than before. or you could say thats nothing to do with the commercialization of them.
Nor the less if selling is one of the ways to get noticed I am not sure if its that bad, as long as its done tastefully.
If standing up in the theater will get those fat lazy uncles that are eating samosas even before the movie has started to stretch their muscle- maybe some good comes out of it.
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