Ashee SharmaPublished: 14 Apr 2016, 12:00 AM
Advertising

Astronauts, comedians, chefs, musicians... What next in ad-land?

Protagonists in Indian ads are no longer just doctors, lawyers and teachers. They're everything! A look at some unusual professions in our recent ads.

If the wisdom that advertising is a window to the society and culture of a country is anything to go by, a lot seems to have changed in India today. Back in 1967 when an independent India turned 20, the Films Division made a documentary ‘I am 20’ depicting the hopes and ambitions of those born on the day of independence in 1947.

Astronauts, comedians, chefs, musicians... What next in ad-land?

It featured 20-year-olds in conventional professions for whom pursuits such as travelling, dancing, swimming and film making were just hobbies that were meant to be taken up at a later stage in life when there was ample money and leisure.

Almost 50 years later, that's today, these recreational activities have become a career option for the youth and this changing reality of the country has been documented by all forms of storytelling. Whether it was movies such as 3 Idiots and, lately, Tamasha, that made engineering the villain, or ads such as Nescafé's comedian and cartoonist, Kit Kat's astronaut or, more recently, Mercedes' musician and Ice cream brand Havmor's radio jockey, they made challenging the norm fashionable and cool each time.

We take a look at some of the memorable ads that have contributed to the trend...

Dreams shatter and hearts break. But, according to Havmor, the independent young radio jockey deserves more 'Goodness' in life.

Astronauts, comedians, chefs, musicians... What next in ad-land?

The 'Mercedes-Benz Project X - Khushnuma' is the story of a young man whose passion for music clashes with his father's expectations of him. The boy leaves home to chase his dreams, and having realised them, returns victorious in his very own Mercedes.

Astronauts, comedians, chefs, musicians... What next in ad-land?

Aspirations are not just for individuals, but also for brands. Giving a boost to the aspirational quotient of pan-masala brand Rajnigandha is its ad which extols the golfer, the pianist, and the writer.

Astronauts, comedians, chefs, musicians... What next in ad-land?

The super-excited chef has decided to sweat it out in the gym. But, even though she has to walk the treadmill, she wants it to be nothing less than a ramp walk! Amazon Fashion to the rescue.

Astronauts, comedians, chefs, musicians... What next in ad-land?

Idea 3G 900 saves the day for this RJ (Radio Jockey) stuck in Delhi's notorious traffic.

Astronauts, comedians, chefs, musicians... What next in ad-land?

With over six million views on YouTube, the Nescafé cartoonist was undoubtedly quite popular with the digital natives.

Astronauts, comedians, chefs, musicians... What next in ad-land?

The Jabong girl is a techie at night, and through the day, she brings life to lifeless trees. The day job does not pay, but gets her recognition as the 'rainbow girl'. In that, she finds her reward..and gratification.

Astronauts, comedians, chefs, musicians... What next in ad-land?

The astronaut takes a Diwali break in space with the sweetness of Nestlé KitKat.

Astronauts, comedians, chefs, musicians... What next in ad-land?

#ItAllStarts, the Nescafé campaign featuring the stammering comedian, was perhaps, the one that 'started it all'.

Astronauts, comedians, chefs, musicians... What next in ad-land?

So, there you are! The off-beat professions of protagonists in ads today validate the aspirations of the contemporary youth who no longer want to be pushed into what was considered, not very long ago, the ideal professions that took you on the road to success! "If you pursue your passion, success will inevitably follow" ...sounds familiar? So, the youth mantra of today is to turn your passion into your profession.

And, advertising today tips its hat to that!