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| objective is to target this age group also |
Remember Hollywood movie '18 Again!' starring Anita Moris, George Burn, Charlie Schlatter released in the year 1988.No body would have thought that a gel named after this movie can spark angry reactions . Its' recently aired TVC started a nationwide debate about thin dividing line between sensuality and vulgarity, bringing
bedroom to drawing room and ethics in advertising. Of course, yes, 18 Again is a
FDA approved femininity restoration cream developed by Ultratech. The company claims that their product empowers women, but plenty of women disagree.
The launch of a this 'vaginal tightening and rejuvenating cream' has sparked fury among the fairer sex. Not only have women voiced the opinion on Twitter that 18 Again was created by Mumbai based Ultratech purely to cash in on female insecurities, but many are have criticised the accompanying TVC.
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| Salsa' Desi Avtar for Vaginal Tightening Cream |
The awkward TV Commercial, set in an extended family household setup in traditional Tamil joint family , involves a 40+ something woman doing Salsa around the internal courtyard with her husband.
The Lady repeatedly sings lines
borrowed and from Madonna's Like A Virgin (but given a Bollywood
makeover), including 'ooh, I feel like a virgin' and 'it feels like the
first time'.Her husband grabs her
waist and warbles 'oh, yes it's true' while an elderly couple of parents look
on, seemingly aghast.The TVC ends with a shot
of the product, then a clip of the intrigued elderly couple probably grand parents apparently using
the internet to order some of the cream for themselves!.
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| Monologue Se Dialogue Tak |
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| Sparking Controversy |
Reaction of viewers are outrageous. A lady wrote on her Tweeter 'Whitening. Tightening. Please leave my vagina alone'. It must be recalled that the similar uproar was felt on soical media when a vaginal whitening cream was launched. At that time, 25-second TVC for Clean and Dry 'Intimate Wash', advertised on prime time television, showed a woman using the wash to lighten her vaginal area to please her husband.
According to online news magazine Tehelka.com, Curry-Nation's Account Manager Nagessh , the agency who has executed the campaign, said that a tighter vagina is empowering because 'it's not just about sexual pleasure, but also about preventing infection, discharge, urinary incontinence, and making older women feel good'.While JNU Professor Nivedita Menon, condemn the product, saying he finds this idea both 'hilarious and maddening.
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| Monologue to Dialogue |
But the fact remains, the ad does sell what would seem to many to be a tasteless prodct in a tasteful non tacky manner.
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