As watch cricket on Willow.tv for the ICC World Cup, I’m bombarded with badly produced commercials for NRIs (Non Resident Indians). Most are about sending money to India, or insurance coverage for visiting relatives. These are so horribly produced, it makes my eyes bleed. I love a good commercial, they are the backbone to making a product memorable.
I really appreciate commercials that tell a story, even little ones, and these are ones the get my vote. An ad that portrays the organization as long term and integrated into our lives, distinguishes it from the crop, this usually alludes that the company is more than just about raw profit. Yes, I’m probably a romantic, but I also feel that way about where I work. Now, I understand that not all companies have history nor do they deliver perceived value to consumers i.e. the ones watching TV, but the objective is to make an association and buy into the story being told.
Back to the rant at hand. So in this particular ad, the “mother” announces that “Amy” is headed over. The “grandmother” spits out “Gori”, meaning “white girl” and looks disgusted. The “father” looks pretty disgusted too. The “boy” shows up with the girl who introduces herself as Amy… *pregnant pause*… Amritha Khanna and without saying anything else about herself, she states very brightly “My father is a Doc in New York”. Immediately, the entire family is thrilled, they now have an Indian girl whose father is a Doctor in New York, instead of some trampy white chick. Acceptance all around.
Why, oh why do they think xenophobia is OK? If the tables were turned we’d have some very offended Indians, but this is perfectly fine. Also what is hell is with the name, no self respecting Indian will feel the need to anglicize their name. Amritha is not very hard. Lastly, one can tell that the ad was made in South India, Amritha is how the name is spelled down south, a Khanna would most likely spell the name Amrita. The last one is just an observation not really something I hold against them; insufficient research.
I’m guessing most of the folks watching the matches on willow.tv are likely South Asian, but of the few people who aren’t, the impression they are getting from this commercial is that all we look for in an arranged marriage is pretty young thing who is defined by who her parents are and her personality is of no consequences at all. I’m guessing that is true most of the time, but I’d rather not be reminded that with a very crass commercial from bharatmatrimony.com.
But, what do I know?



