About "Birds"

The commercial opens with a breathtaking view at sunrise of the mystic Jawant Thada, the graceful marble cenotaph of Maharaja Jawant Singh II in Jodhpur. A little girl sees her brother packing for a journey. She runs through the village streets of Jodhpur, stopping at a stall to buy birds, to bring good fortune to her brother, who is embarking on a journey. Hoping to buy five birds but only able to afford one, she leaves dejected with her bird. The visiting tourist - Richard Gere - overhears this and after she has left, takes out his Visa card and buys all the birds from the stalls.

As the little girl is about to bid her brother farewell and release her single bird into the air, hundreds of birds suddenly soar into the sky behind her. The commercial concludes on a warm and humorous note, as Richard Gere and the bird sellers look away innocently, disclaiming responsibility.*

This ad is third in line after the one showing Pierce Brosnan whizzing through Bangkok in a tuk-tuk and goddess Catherine Zeta Jones going bananas in the jungle. The first two were funny but I love this new ad, especially for the rustic imagery created in the vibrant bazaars of Jodhpur, with a back drop of the Meherangarh Fort.

Last week, as I was heading to Suntec City with a senior Chinese gentleman, a Singaporean entrepreneur, we happened to see this ad playing on one of those big LCD screens. He looked at me and said “That ad is a lot of BS.”

“Why would you say that?” I asked. My boss and Pooja, a journalist for SVCA, looked up from the back seat as the Chinese gentleman continued.

“Well, I think it epitomizes the Westerner – the White man – as the World’s philanthropist.” He said. I was surprised by his comment mostly because I had failed to see this ad in the light he presented. I think the ad did a great job in reinforcing the idea that VISA is ubiquitous in terms of acceptance. I would have probably enjoyed it more if Amitabh Bachchan had been in Richard Gere’s place.

Pooja spoke up from behind “Indians don’t have the insecurity anymore!” The gentleman didn’t seem convinced and we changed topic as we headed into the car park. It did make sense. Indians I guess are bathing in the glory of “India Shining” and the White man is just another player in this level playing field.

Throughout much of the last 3 centuries Indians saw themselves under the rule of the White men (or women). Nationalized history has vilified them and we have all the reasons to feel wronged. Amir Khan belting the buggers in Lagaan did seem to put things right. But I don’t know if it’s my whetted confidence or indifference that didn’t make me see the other perspective.

But what made this gentleman insecure? I thought Singaporeans loved and aped the West. What do the younger generations feel? Does the ad risk falling in disfavor of most Asians?

Iyer

* From www.visa-asia.com