Brooke Bond Red Label Tea's
latest advertisement attempts to promote its "five Ayurvedic herbs"
proposition through a humorous neighbourhood setting. A young woman moves into
a new apartment and three elderly men, one after another, approach her with
forwarded WhatsApp remedies involving Ashwagandha, Tulsi and honey. Finally, an
elderly woman enters the scene, smiles, and offers a cup of Red Label Tea with
five Ayurvedic herbs. Everyone laughs and harmony is restored.
However, the advertisement is disturbing at several levels. The three elderly men are portrayed in a manner that makes them appear intrusive rather than caring. Their body language and tone make the interaction seem awkward and somewhat ridiculous. Instead of appearing paternal or neighbourly, they come across as caricatures. One also wonders how they managed to get the young woman's WhatsApp number in the first place, a question the ad conveniently ignores.
Watching the commercial reminded me of the 1982 Hindi film Shaukeen, where three ageing men, played by Ashok Kumar, Utpal Dutt and A.K. Hangal, become infatuated with a much younger woman portrayed by Rati Agnihotri. Forty-four years later, have we really moved beyond such stereotypes?
Perhaps the ad's creators intended harmless humour. Yet, once again, the woman becomes the object around which male attention revolves. Even the elderly woman in the advertisement appears to endorse the behaviour rather than question it.
A gender reversal might have made the idea more interesting. Imagine three elderly women fussing over a young male tenant with forwarded health tips. Would our supposedly progressive society accept it? Probably not. The double standards are evident.
Ironically, the "forwarding" angle itself reflects a stereotype. Many people associate elderly WhatsApp users with endless forwards, jokes and health remedies. Rather than challenging clichés, the advertisement merely updates old stereotypes with a digital twist.
Advertising is at its best when it surprises us with fresh insights. Recycling dated stereotypes and wrapping them in contemporary settings may generate a smile, but it hardly represents creative progress. Come on, advertising. Wake up and serve us some truly new ideas.
Keywords: Red Label Tea ad, Brooke Bond Red Label advertisement, controversial ads India, gender stereotypes in advertising, WhatsApp forwards, Shaukeen movie reference, objectification in ads, marketing critique
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A very interesting blog sir . The advertisement tries to be funny, but it also shows how old stereotypes are still being used in modern marketing sir. Creative ads should not only entertain people but also present fresh and meaningful ideas.
ReplyDeleteGood analysis Manideep.
DeleteSir, this blog shows that some ads still use old ideas and stereotypes. It reminds us that creativity should bring new thinking, not repeat the same messages.
ReplyDeleteGood observation Kamal Sathvik
DeleteBrilliant observation sir . Advertising keeps calling itself progressive, yet it often recycles the same outdated stereotypes in newer formats creativity deserves better than that. Your comparison exposes the double standards perfectly
ReplyDeleteLoved your feedback. Anushree.
DeleteIt seems like the whole ad is racing against time. Within a few seconds, three old men are giving suggestions and remedies, which comes more like flirting because of the mention of phone numbers. It also feels like they're competing with each other to see who can talk to her the most.
ReplyDeleteI remember another ad from the same brand that was only about five seconds longer and featured just three people, yet it felt much calmer and more natural instead of bombarding viewers with dialogue after dialogue.
A sharp reminder that creative advertising should evolve with society rather than repeat the biases of the past.
ReplyDeleteYes Shahbaz.
ReplyDeleteThe advertisement highlights how marketing often relies on familiar stereotypes instead of creating meaningful narratives. While intended as humour, it normalizes gendered attention and reinforces about both women and elderly people. Truly effective advertising should challenge social assumptions rather than recycle them in modern formats. Creativity is most impactful when it promotes inclusivity, respect, and fresh perspectives.
ReplyDelete