The back page of India Today, January 1, 2007. Must have been an expensive ad to place. One would think SOMEONE would have noticed that this ad is sexist. Clearly not. The headline:
LED TAIL LAMP:
A HOT REAR-END EVEN WHEN YOU'RE RIDING ALONE.
Yes, yes, I know it's about the fancy tail lamp and gosh, such a clever play on words. But the double meaning IS sexist. No one reading this ad is going to assume that the hot rear-end might be dear old dad's or Venky from next door (even if you ARE bum chums). So a big boo and hiss to Bajaj who instead of "inspiring confidence" is just reinforcing sexist stereotypes and objectivising women.
And Ogilvy & Mather - I'm shocked! David Ogilvy was one of my heroes. I hope he's turning in his grave over this. Obviously you guys have forgotten his immortal quote, because clearly anyone who's impressed by this ad can be summed up in the opposite: The customer is an idiot.(For those of you who don't know that quote, it's "The customer is not an idiot. She's your wife.")
Why not write to Bajaj and tell them what you think of this ad? You can catch them at www.mypulsar.com
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