First time when I watched the new advertisement of 'Nirma advanced', I was like 'What the hell! Really Hritik, you don't get any more movies to do now?'. My first reaction was naturally to criticise Hritik for doing detergent TV commercial.
But when I watched it again and again, I started looking at it in different perspective.
Slowly I realized that, this ad campaign is really unique and actually breaking lot of stereotypes.
With the new age ad, Nirma has finally given rest to Hema/Rekha/Jaya aur Sushama.
In the new commercial, though the product is meant for household consumption, does not feature a single woman. Now thinking wide, I do not recall any other detergent soap/washing powder/utensil bar commercial, which does not feature woman as protagonist.
Almost every washing powder/soap ad is routinely packed with naughty kids, mehanati husband whose shirt is stained, and white saree/churidar clad female who ensures her family and in-turn audience, that "don't worry, all stains will be taken care of".
The Nirma ad however does not have this formula. It shows a man choosing his own detergent, soaking his clothes and cleaning them, without any help or interruption by a female. This certainly breaks the huge stereotype that washing clothes is only woman's chore.
If I would have been a city resident young male, who most of the time have to manage their own laundry, would have immediately able to connect with Hritik's message. Also rather than a boring chore, he has actually portrayed laundry as enjoyable activity.
Nirma might have brought in Hritik in this ad for establishing connection with new generation through celebrity presence to endorse their new product line. But for me, I started appreciating the ad for their bold move to break the society stereotype. Though this message does not get conveyed through the advertisement very effectively, Nirma can certainly re-work on it and utilize the presence of my favorite Greek God in much better way than only relying on his perfect dance moves.
But when I watched it again and again, I started looking at it in different perspective.
Slowly I realized that, this ad campaign is really unique and actually breaking lot of stereotypes.
With the new age ad, Nirma has finally given rest to Hema/Rekha/Jaya aur Sushama.
In the new commercial, though the product is meant for household consumption, does not feature a single woman. Now thinking wide, I do not recall any other detergent soap/washing powder/utensil bar commercial, which does not feature woman as protagonist.
Almost every washing powder/soap ad is routinely packed with naughty kids, mehanati husband whose shirt is stained, and white saree/churidar clad female who ensures her family and in-turn audience, that "don't worry, all stains will be taken care of".
The Nirma ad however does not have this formula. It shows a man choosing his own detergent, soaking his clothes and cleaning them, without any help or interruption by a female. This certainly breaks the huge stereotype that washing clothes is only woman's chore.
If I would have been a city resident young male, who most of the time have to manage their own laundry, would have immediately able to connect with Hritik's message. Also rather than a boring chore, he has actually portrayed laundry as enjoyable activity.
Nirma might have brought in Hritik in this ad for establishing connection with new generation through celebrity presence to endorse their new product line. But for me, I started appreciating the ad for their bold move to break the society stereotype. Though this message does not get conveyed through the advertisement very effectively, Nirma can certainly re-work on it and utilize the presence of my favorite Greek God in much better way than only relying on his perfect dance moves.
