Indian jewelry brands have long used weddings as an advertising tool.
Those advertisements conventionally include a young bride getting married for the first time.
In this new commercial, jewelry brand Tanishq portrays a mother getting married, while her daughter watches happily.
View this video on YouTube
At the end of the wedding, the daughter asks her mother's new husband, in Hindi, if she can now refer to him as "daddy."
This is remarkable for a nation where widow remarriage, although legal, is still not completely accepted, and divorce and remarriage, while on the rise, are still highly stigmatized.
Many have given the brand kudos for breaking other advertising conventions as well, specifically its use of a "dusky" skinned model.
A dusky bride with a daughter in an ad?Well done @TanishqJewelry for breaking stereotypes with grace & power #tanishq http://t.co/vfSyG5E87d
Naveen Jindal
@MPNaveenJindal
A dusky bride with a daughter in an ad?Well done @TanishqJewelry for breaking stereotypes with grace & power #tanishq
http://t.co/vfSyG5E87d
#FTW MT @nithinkd A dusky bride with a daughter! That's brave in India. Tanishq Wedding Film (2013) http://t.co/sRh8Er5jPQ …
Smita Prakash
@smitaprakash
#FTW MT @nithinkd A dusky bride with a daughter! That's brave in India. Tanishq Wedding Film (2013) http://t.co/sRh8Er5jPQ …
Medium toned bride isn't stick skinny and has a kid from previous marriage? Nice progressive ad, #Tanishq Jewelers. http://t.co/iKDq2gMnRA
Kiskolee
@Kiskolee
Medium toned bride isn't stick skinny and has a kid from previous marriage? Nice progressive ad, #Tanishq Jewelers. http://t.co/iKDq2gMnRA
Since its release, the ad has elicited largely positive reactions, sparking a much-needed conversation in India.
How many of you have seen the recent Tanishq ad? I believe its just so brave, revolutionary and completely fantastic!! Kudos to the team!!
Deepti Sachdeva
@Deepti_66
How many of you have seen the recent Tanishq ad? I believe its just so brave, revolutionary and completely fantastic!! Kudos to the team!!
Respect to the person who wrote/conceptualized the new Tanishq ad. Breaking the stereotypes. Brave. Take a bow team Tanishq.
Oindrila Nag
@oindrila_007
Respect to the person who wrote/conceptualized the new Tanishq ad. Breaking the stereotypes. Brave. Take a bow team Tanishq.
Just love the new #Tanishq commercial. Beautiful. Understated. The kind of new India we wish to live in.
Abhishek D Shah
@iabhishekdshah
Just love the new #Tanishq commercial. Beautiful. Understated. The kind of new India we wish to live in.