Jaago Grahak Jaago: Don’t Give Brands The Power To Play With Your Mind

Posted by PRATIBHA BONDIA in Culture-Vulture, Society
December 14, 2016

Yesterday, at my brother’s place, while watching a hot discussion on Aaj Tak about demonetisation, I happened to watch Sonakshi Sinha’s Signature Blanket ad. She was saying, “Signature blanket ke bina aapki lifestyle adhuri hain (Your lifestyle is incomplete without a signature blanket)”. I was smiling hard after watching the advertisement. I kept thinking: I don’t have a signature blanket but I don’t feel my lifestyle is incomplete without one. In the whole ad, there was no discussion about the product’s quality and utility. They were just trying to make a luxury brand out of a blanket to sell it, the sole purpose being to make money.

I mean, there is nothing wrong in earning money and selling products. It is business of course, but I believe, that doesn’t give advertisers the right to make people feel incomplete and insecure without their products. If one studies ads and brands today, their main focus is on how we should look, improving our status quo, and beauty and luxury, more than the quality and utility.


This also reminds me of an ad I watched of Rajnigandha Silver Pearls, with Priyanka Chopra. Priyanka says in the ad, “Dil bada toh tu bada (If your heart is generous, then so are you)” and “Acchai ki ek chamak hoti hai (Goodness has a sparkle of its own)”.  In India, when we are already dealing with problems related to tobacco, Priyanka and the company are trying to inculcate the same habits in Indian women. Not only that, they are trying to relate tobacco to the goodness inside us! Strange – these are the super stars and heroes of our country! Just a quick question – what does goodness and a generous heart have to do with eating Rajnigandha Silver Pearls?

Next up – Maggi. Amitabh Bachchan ji says, “Maggi brings khushiyan in two minutes! (Maggi brings happiness in two minutes!)” No offence ! I am a big fan of both – Amitabh ji and Maggi. But first thing, it never gets prepared in two minutes and secondly, it  has never brought me happiness in two minutes. But, I agree with one thing for sure – thinking of having Maggi gives me excitement in two minutes. But this excitement and happiness doesn’t last once I eat it. And am I the only one who gets stomach ache after eating one?

Coming to beauty – one of my favourite topics to write about. Actor Yami Gautam is saying one can get instant fairness using Fair & Lovely. On the other hand, actor Asin is advocating about having skin that outshines gold. I am still thinking, why do we need to have skin that outshines gold? I believe Lux & Asin must have the answers.

Talk about Katrina Kaif’s Slice advertisement – I have never seen anyone dressing like a goddess before eating a mango. The time I had first watched this ad, I kept thinking, what is so revealing about a mango and a bottle of Slice? We all understand why they have chosen her and the message they are trying to portray through the ad.

I have been Delhi for some time now and the city is full of pollution. It is hard to get fresh air outside even for an hour. I have changed six cosmetics brands in the last six months, but all have failed to keep my skin fresh and healthy from dust allergies caused due to pollution. But according to Katrina and Lux, If I will use their new fresh splash soap, It will be a breath of fresh air for my skin. Seems like, need to try this one too! 🙂

And really, no words for this one! 

In our country, we treat our superstars like god. We spend hours following their Facebook page, personal life, brands they love and every small thing about them. Heroines are believed to be the epitome of beauty and it’s a dream to look like them and be like them in every possible way. Many young people lose their hopes and career every year trying to get into the Bollywood world of name and fame. Many get depressed and lose their life too. Where are we heading with this?

I am a big fan of movies myself and I love watching them, but I believe we have given more power to them than we should. What’s wrong with us ? And what’s wrong with advertising companies and film stars? I totally understand, they are stars and need to make money to have a luxury lifestyle and pay their bills. But I believe they should think of their social responsibility too before endorsing a brand. There are millions of people who follow them blindly and believe in the brands just because the stars are associated with it.

This is a humble request to companies, advertising agencies and film starts to please use their creativity, money and fame in a good way. Please make good and healthy products and advertise them sensibly. Please don’t mislead your fans.

And as for us, let’s not give brands the power and authority to play with our mind.