This is an advert that makes me more than a bit mad. Copy reads – “Marriage does come with its rewards. The New Beetle. Best Gifted.”
Of course one could interpret it as – “Reward your spouse by gifting them a car”. But that’s really not what this is about, is it? Even if the advert didn’t intend it, it makes these subtle nauseating suggestions. Because we all know the rules of gifting at weddings. We know who’s supposed to “give a gift” and where it fits within the spins of traditions.
The PR for the campaign says
Volkswagen conducted research, in which it found out that the increasing purchasing power of the young individuals spend money on purchasing expensive gifts, especially for marriages. So the company tend to target the affluent Indian buyers. Raja also added that, these days everyone tend to spend a lot of money on marriages, the gift will anyway fit the criteria. As the young Indians are brand conscious, trend setters and active social life. The wedding season in India will continue for the coming three months and the company wishes to flash the ad till January.
But maybe it’s just me reading into these things. That’s how I am – easily offended.