Tuesday, April 25, 2006




Brand curry, an agency from India are the brains behind this campaign! Dowry which played a major role in deciding a marraige in India, hereafter should be treated as a bad word! I agree!

9 comments:

katz9898 said...

excellent idea.
execution left a lot to be desired though. even the lines could have been better. but I am just nitpicking here.

Anonymous said...

I'm a copywriter from South Africa. Swearwords are forbidden as a lot of locals will complain about the foul language being used. Therefore, I feel that the campaign wasnt well thought out and could have posessed more depth.But thats just concidering the local market

Anonymous said...

Too bad both cocksucker and motherfucker are words that are pejorative towards woman; cocksucker by implying that one who sexual gratifies men is bad (negative towards gays and women), motherfucker by implying that mothers/women have no agency, are merely property, and to "fuck" another man's property is bad.

This campaign is not taking these very misogynist word origins into account, and showing that they are not pro-woman, really.

Prick, however, is suitably descriptive of the male culture that allows the bad word of "dowry". Perhaps asshole and shithead would have been better swear words to use.

Anonymous said...

i thought it said DAIRY. In many westernized countries, dowry is rare and uncommon.

LA Creative said...

Absolutely terrible. Although I understand there may be a cultural barrier here, this seems a LOT more like student work than effective PSA.

Anonymous said...

dude i liked it all kool!!

M.FARHAN said...

tremendous but in a country like India people can't dare to raise there eyes on this campaign with there parents.so decency......?

Anonymous said...

i thought it said dairy, too. i don't get the cultural context being american and all.

Chaos said...

The Ads are hilarious in that they point at the intellectual inadequacy of the person who created them. A subtle taunt would 've done the job when it comes to issues like dowry. Given the fact that the majority of populae that demand dowry are not even literate makes these ads nothing more than colourful cyber thoughts which won't ever be read by the ones you wish to address. Temper tantrum then? By posting them up here, you're targeting an audience that already agrees with you! Maybe not all, but most of us. Moreover, you could get sued for these ads because they're not politically correct. It's analogous to you addressing an Afro-American guy with the 'N' word!

Advertising is sure about innovation and letting things out but it doesn't have to be masked with juvenile feelings of personal omnipotence. The ads suggest as if you're pointing at the one demanding dowry. Being an admaker, you have to take a neutral stand and yet convey the point without being loud and brash.

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Temple of Retribution