Happy Diwali…Minu DIDI!

Before you read this post further, I request you to please watch the ad clip above, for this post is based on the ad.

Though, at first glance, the ad might pass as an emotional pitch smeared with clandestine marketing message, yet to my mind it does more than giving a marketing message. 

Towards the end of the ad, the lad from the ad goes to the domestic help and wishes her by saying “Happy Diwali…Minu DIDI. Now you might say that what is so cardinal about the phrase? The cardinal is the smile that gets etched on the face of Minu (the domestic help) after being addressed as DIDI. The smile reflects the happiness of her acceptance as one of the prime part of the family. The smile reflects the respect that she must have missed for eons. 

I think that the phrase also emphasizes that young lads of India (however modern they might be) still have the emotions of a brother(which in the clamour of news of molestation of girls seem to have evaporated) stashed away in their hearts  for a girl. Amid the vitriolic events of the modesty outrage and molestation, we had forgotten that boys are also made of those emotional neurons that can feel for a lady or a girl, as a sister.

To proffer the appellation of a ‘sister’ to a girl or a lady means a lot in today’s society that is reeling under the debauch and lecherous actions of the people who were once revered and worshiped as intelligentsia of social echelon of India. To address a girl or a lady as sister is also a yardstick of the depths of moral probity and purity of that society.

The boys can hardly feel the pain that a girl has to go through when boys look at them just as a commodity or an outlet for their restive carnal desires. To address a girl as a sister sloughs off the anxiety entrenched in the mind of girls and that is the prime responsibility of the masculine class of society. To provide anxiety-free environs for opposite gender should be cardinal goal for the overbearing patriarchal social fabric.

Furthermore, nowadays, the news platforms are rife with the pieces of information as regards how domestic helps are kept hostages and beaten only for being at the lowest rung of the social stratum. So, in this sense, this ad also scores. It pronounces that humanity is still pulsating in the hearts of Homo sapiens. 

This might seem as the review of the ad but trust me… it is the review of our inner-self. (Though the ad comes across as a par-excellence job on all creative fronts and deserves all scintillating reviews.)

This Diwali we must try to illuminate the hearts of those people with happiness, who matter so much in our lives but get counted so little, so often!

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