One can't be '18 Again' without growing up
Let's not get into the serious debate about gender and sexuality, as that might kill the essence of a well crafted television commercial. The new TVC of '18 Again', a vaginal rejuvenation and tightening gel' is enjoyable till the ultimate seconds, when the voice-over drops a bomb by describing the product.
The advertisement showcases a 30 something saree-clad woman bringing Tiffin for her blank faced husband. The husband is all set to leave for his office when the woman breaks into a song 'I feel like a virgin', and starts doing salsa cum tango. The man is not a loser either, and sings along 'Yes, it's true, it feels like the first time'. The other members of the joint family stare at them in amusement; one of them even flaunts a sarcastic smirk. The commercial proceeds as the woman dances across the galleries while seniors of the family keep feeling disgusted about the lady's sudden outburst of joy. Younger members don't feel so bad about it; in fact one of them captures her suggestive moves on his mobile phone.
Then a voice-over decodes the secret of the housewife's immense pleasure. Actually, the new vaginal rejuvenating and tightening gel has been launched in India.
The climax of the ad shows an evident grandmother logging on to www.18again.com, most probably to order the gel. Otherwise, why would her husband smile mysteriously from over her shoulder!
The manufacturers claim to 'redefine the term women empowerment.' They believe that 'it is a powerful and natural answer to intimate feminine concerns. A remarkable product to empower the new age women.'
This TVC has generated a lot of negative buzz, certain sections of the viewers feel that India is 'still' not ready for such 'bold' commercials. Well, they deserve to see 'The Dirty Picture' in super-fast forward mode, it saves time too.
A couple of months back, there was an outrage over the cream that promised fair and clear private parts. The consumers were clearly divided into two factions-one who welcomed it and the other who criticized it. Most of the people who opposed the cream, also said that the photographs of the model shown in the commercial are heavily photoshopped, and that's why it's not fair. What if that gel actually works? Would you like to try it then!
One wouldn't need to be a Sherlock Holmes to detect India's obsession with the white/semi-white skin. Newspapers alone are competent enough to prove this fascination.
By and large, Indians, howsoever 'modern', are unaware of the concept of spicing up the marriage or rather sexual life. Leave aside using a tightening gel, they prefer to keep mum on their orientations and quirks, which might be good for maintaining the status quo, but is not good for the mental and physical health.
In the first glance, the advertisement appears to be targeted towards the men, but that only reflects the existing socio-economic scenario. The poor woman couldn't even fancy beyond her husband.
The social networking sites give a hint of the popular beliefs, which again are divided into two. Some apparent advocates of 'Indian cultural fabric' are against it and are lol-ing over it while the rest think it's against the dignity of a woman.
You can't do much about the first group, they need more time to grow up, while the second section needs a reality check. Why do we exercise, use green tea, go to spas and beauty parlours! If the physique is there to be celebrated, this gel will only help it.
Gone are the days when vagina meant pure sex, now it's a part of the physical fitness. As far as the family values are concerned, it's just hypocrisy to see the diva singing 'I feel like a virgin', before she says why she feels so.
In an era where women sell products such as chest hair toupee, at least this gel is meant for them.
And, by the way, what happened to that ancient Indian theory which says wife and husband are two wheels of a cart called life, wouldn't you need a gel for the smooth run.
Watch the advertisement:
More about Rohit VatsA former film student himself, Rohit 'Vats' feels that a good film is made with a zealous heart rather than brilliant technique. He thinks that films can be used as a tool of social change, as the language of cinema crosses all barriers and touches people's lives deeper than any other medium. A self-confessed film noir buff, Rohit has equal admiration for other genres as well. Currently he is trying to bud as a film commentator.
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