This Groundbreaking Indian Commercial Will Move You To Tears
Indian jewelry brand “Tanishq” released a commercial celebrating remarriage, a concept conventionally frowned upon in Indian culture.
Indian jewelry brands have long used weddings as an advertising tool. Those advertisements conventionally include a young bride getting married for the first time. In this new commercial, jewelry brand Tanishq portrays a mother getting married, while her daughter watches happily. Many have given the brand kudos for breaking other advertising conventions as well, specifically its use of a darker skinned model due to the shadeism within Asia. At the end of the wedding, the daughter asks her mother’s new husband, in Hindi, if she can now refer to him as “daddy.”
This is remarkable for a nation where widow remarriage, although legal, is still not completely accepted, and divorce and remarriage, while on the rise, are still highly stigmatized.