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Watch the Incredible Ad About a Woman's Second Marriage That Has India Transfixed | Adweek


Stashed in: India, Marriage

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But in a nation where widowed and divorced women have historically been treated as outcasts, the theme of the spot—a woman's second marriage, to a man who treats both her and her daughter with love and respect—is not only revolutionary. It is crazy bold.

Adding more fuel to the fire, agency Lowe Lintas chose a lovely model whose skin tone is apparently "duskier" than that of most advertising brides. So, not only can you find happiness in your second marriage, you can find happiness regardless of your skin tone (the makeup people aren't going to like that!). Arun Iyer, national creative director at Lowe Lintas, explained to Livemint that that the casting was everything in this ad, saying "it had to look like a marriage of equals, not something that was done out of pity." From that, I learned that the social status of a widow is such that people seeing the ad might automatically think someone was marrying her out of pity.

So is this ad indicative that society's views toward widowed and divorced women are changing?

Or is it provocative because society's views are not changing fast enough?

not changing enough…

It will be interesting to watch society change within the scope of our lifetime.

Kind of like the USA's views on gay marriage and pot legalization shifting a little every day.

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