Yeh Toh Bada Toing Hai...

As I opened my mail in the morning, I find this news on agencyfaqs. The wise men of ASCI have decided that the 'Amul Macho advertisement was not so obscene as to give rise to grave or widespread offence!'

If the Amul Macho ad is not offensive then I don't know what would be offensive. The grammar, the expressions, the inane double-meaning words/ sounds like 'yeh toh bada toing hai' are all downright vulgar!

I don't think lower middle class families even in UP and Bihar(the major markets for this brand) would enjoy watching this ad either with their kids or with their parents. And almost 100% of the house-holds are still single TV...

And Pushpi's argument that the ad has been well received and the sales have jumped is besides the point. Titillation in any manner will definitely get noticed be it for an ad, a 24X7 breaking news channel or a Bollywood item number! But that's no justification for 'vulgarity' and 'distastefulness!

I guess we have a little responsibility to shape the popular culture aesthetics through the content(ads included) that we create keeping in mind the younger generation.

Yes, the ad is indeed clutter-breaking. But it's also trash-generating! The soundness of the thought ‘Amul Macho. Crafted for Fantasies’, is debatable. But there was no necessity of it being lewd!

Maybe, the wise men of ASCI don't watch TV with their families anymore. If they did, they wouldn't give it the clean chit...