To those of us in America, this ad seems sweet and innocuous. To those in India, it raises eyebrows. The ad, created by Lowe Lintas for Tanishq jeweler, takes on the historical belief in India widowed or divorced women are somehow less than acceptable to mainstream society.
Of the work, Lowe Lintas Creative Director Arun Iyer said,”It had to look like a marriage of equals, not something that was done out of pity.” And Lowe accomplished that beautifully. The ad does take on the issue but not in a way that throws it in people’s faces.
