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Throwback to that explosive moment when openly admitted he may have chosen Alia Bhatt simply because she is Mahesh Bhatt's daughter.....only to later confess he carries a sense of guilt over fueling nepotism.

21,407 просмотров • 3 месяцев назад •via X (Twitter)

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About this new Titan Raga ad starring Alia Bhatt (agency: Ogilvy): First impression: Oh wow!! Second impression: Hey, wait...! I watched it for the first time and my instinctive reaction was, "What a lovely idea!". The way Alia dealt with the guy, in front of his wife, seemed full of grace, even though he arguably didn't deserve that grace. But then, a thought occurred to me. Is Alia Bhatt playing a fictional character of a stylish, anonymous woman at a restaurant? Or is she playing Alia Bhatt the celebrity? If it’s the latter, the 'staring' completely changes context. The guy would have stared disbelievingly even if it were Ravi Kishan seated there! And he probably would have walked up for a selfie/autograph. Staring star-struck at a celebrity in a public place is fundamentally different from a man ogling an unknown woman. Did the ad give us any cues to differentiate between the two, right at the beginning? Nope. Sure, if Alia were playing herself, he would have excitedly whispered to his wife when she sat down, but we don't get to hear him say anything to her beyond 'You want to order something'. What he could be saying next, we don't know... and the narrative has already locked us into reading it as ogling, without ever clearing up who we're actually looking at - anonymous woman or the super celebrity. Even when Alia walks up to them, the man's expression could be read as, 'Alia Bhatt, THE star is walking up to us?!'. Only after Alia starts talking to the wife, do we fully realize that Alia is not playing herself but an anonymous woman. And that we should have been seeing not Alia the star, but the character, right from the beginning... a bit too late. The creative asks us to read the man's stare through the lens of male gaze/objectification, for a full minute. But casting a mega-celebrity introduces an alternative, equally plausible explanation for that exact same stare, right up to this point in the narrative: spotting a celebrity in a public place. This is an ad where non-celebrity casting would have served the brand’s message so much better. #advertising #marketing

Karthik 🇮🇳

31,328 просмотров • 5 дней назад