THE TABOO BREAKERS

                      The Maturing Indian Society & The Role Of Media.

"Everybody is right from their own point of view, but it is not impossible that everyone is wrong."                                                       - Mahatma Gandhi -

2013,  A year where the dynamics of the indian society has evolved and people have started to accept things which where earlier considered Taboo or even Illegal and Harmful.

Indians have started accepting this new change with there open minds and heart and this can be verified up-to certain extent with the Acceptance and Success of new TV Advertisements and Movies which has shaken the very the culture, traditions, rituals myths and concepts, It has made us realized the truth that we have to Evolve and People are Evolving and to a certain extent have Evolved.

The concept of Live In Relationship, Second Marriages, Love Marriages, Inter-Caste Marriages, Surrogate Child, Relationships, Premarital Sex, Young Girls Falling For Older Guys or Vice a Versa, Breakups, Gay And Lesbian Sexuality, Matrimony search through internet all are gaining momentum and people are open about these concepts & acceptance is coming from even the rural parts of the country.

The century old International and one of the Largest Indian Business house, TATA Group has become the Pioneer in driving and taking this BIG MOVE., There two Brands Tanshiq, which deals with Ornaments & Jewellry Business and Fastrack which is into trendy bags, Eye Glasses and  gears have showcased this in there recent advertisement where a ordinary looking girl gets married to a decent looking guy and the girl family is happily getting her married by showering her with Fine and exclusive jewelry and her 6-7 years old Daughter peeks into the whole ceremony then requests her mother to make her part of the Phera where her mother refuses for the same but her father to be picks her up and makes her the part of the ritual and then the daughter is Full of Joy and Mother has a sign of Relief and Satisfaction on her face, then in the end the daughter asks : "Can I Call You Daddy From Today?" The advertisement states "A Wedding To Remember".

Another Big Brand Fastrack by TATA group only in recent  showcased many Advertisements which are very progressive a mindset which is bogged down and considered taboo earlier but with the evolving young youth and defeated society rules its gaining popularity and the whole family watches these advertisement on National Channels, the recent 5 TV advertisement of the brand wherein they showcased five different Taboo concept of Lesbian relationship, Pre Marital Sex, Live In, Mature Relationship & PDA.

Wherein the first and most recent advertisement There is a Pink closet which is shaking and then  Two girls walks out from a closet and sets there dresses, wherein one girl is a cute sophisticated pink dress and the other is in a more masculine outfit, after the get out they stare at each other and start walking in opposite direction. Then the  advertisement states : "Get Out Of The Closet & Move On".The short and crispy advertisement showcases how the indian youth of the country is evolving and ready to accept and change with the new Concepts.

The second advertisement states Blame Fastrack wherein a girl wakes up with a half naked boy in bed walks out of Boys hostel and dresses up on the way and states "Blame Fastrack" and "Move On". The society for youth is very difficult as they are being blamed for everything so this advertisement states that the new age Girls are here to enjoy and they don't have any regrets for getting what makes them happy and satisfied.

This advertisement states don't blame us, "Blame Fastrack" and Move On.

The third advertisement is where a couple cuddling and while making there Temporary Air Home which is a deliberately put to state that these Live In relationships are not permanent and the girl makes cute face while the male is pumping the air in, the girl then holds the hand of the boy and takes him inside, which also means you take a step and then the females will lead on, then the advertisement  states " Live In" & "Move On" which means start living in and don't worry about the society.

The Fourth advertisement states a Married couple with there daughter and her boyfriend having a meal, The boyfriend is playing footsie with the Mother of his Girlfriend  and the father is eating food without any idea of what is going down and while the footsie continues even mother blushes and seems to enjoy the play and attention she is getting and the Advertisement states : " Mature Is In".

Few other advertisements by the same brand is very progressive which states Couple making out in cars and why hand brakes where made, A boy busy on phone and his Girl friends leaves the house and it states why answering machine was made, Virat Kohil and Genlea Starter advertisement where Virat has a hickey on his Neck and Genela covers it with his bag. All these advertisement shakes our concepts and old society rules, and specially when it comes from a Brand like TATA. 

When asked from the Marketing head of Fastrack and Titan Industries Simeran Bhasin states : "We Never Take The Role Of The Moral Police And Decide What The Line Is. The Campaign Just Reflects What's Happening In Youth's Life Today."

Which i strongly believe is very true, who are we to Judge what the LINE IS?? These are very sensitive and personal choices which can not be considered right or wrong its just a matter of personal preferences and how we take it.

The Old Spice TV Advertisment namely "Mantastic Man"starring the matured and good looking Milind Soman who is in his 50's with grey and showing a good shaped body, being rich and successful living in a fort having tea in a silver cup and a young female mesmerized and all over him, somewhere states that even society has accepted that females are looking for security and stability and they wouldn't mind being with older guys also if there aforementioned need is addressed.

The case of Amrita Singh & Saif Ali Khan who has a status of Nawab from Patadoi also raised a sensation when they two got married and divorced recently. 

The Concept and Advertisement of Bharat Matrimony and Shaddi.com  is also very appreciated because it is helping the parents for finding the right kind of groom and bride for there kids and what is more surprising is the increasing number of Personal Profile posted by individuals looking for partners. Which is definitely very good as marriages has been very difficult in Indian Family Setting.

When we talk about people's personal life the recent two high profile cases of having Surrogate kids of Aamir Khan & Kiran  & Shahrukh Khan & Gauri Singh raised a eyebrow and gained a huge media attention, both being married in intercaste and having prior kids and having surrogates later. Even having surrogates kids is now becoming a part of society and everyone is accepting without any objections which was showcase in the Super hit movie staring Salman Khan,Rani Mukherjee and Preity Jinta named : "Chori Chori Chupke Chupke"

The movie Shudh Desi Romance starring Parreneti Chopra and  had a very strong message of Pre Marital Sex and Sex Relationship where in i can say its a Indian Version of Hollywood Movies "Friends With Benefits" starring Justin Timberlake and Mila Kuins. The Latest released movie Ramleela which is based on "Romeo & Juilelt" is also a strong move by big directors like Sanjay leela Bhansali and wherein the senior actor like Amitabh Bacchan blogs that he has seen the movie thrice in 24 hours and craves for more. Not going far back the Super Starer Salman Khan & Katrina Kaif in "Ek Tha Tiger" showcased the Intercaste Marriage and controversial Pakistan Indian Relationship, involving ISI and RAW, not going back  Sharukh Khan & Preity Jinta's "Veer Zaara" was also based on similar story not to mention both very Super Duper Hit.

The movie like Pyaar Ka Punchnama openly talks about Live In relationship and Pre Meritial Sex, Wherin the Karan johar and multi super starter movie KANK(Kabhi Alvidha Na Kahne) showcased the crime of Passion and wired & twisted relationships between new age married couples. Few year old movie Life In A Metro was also a very good Example of extramarital affairs which had stars like Shilpa Shetty and Shiny Ahuja.

Movies like Cheeni Kum starring Amitabh Bacchan and Tabu and  Nishabd, Joggers Park openly talks about Mature relationships where in girls falls for mature guys and vice a versa.

These concepts are widely accepted and showcased in Hollywood and part of western culture and life, now we are also getting our own share of there culture with the rise of Globalization.

Wherein having a premarital sex & live in relationship is getting acceptability, becoming a unmarried mother is also somewhere starting to showcase in Bollywood now , Saif Ali Khan & Preity Jinta Starter Saalam Namaste showcased this beautifully wherein the couples had there issue and Saif was not ready to become a father wherein because of Contraceptive failure, Preity accidentally becomes. It states there beautiful journey of Life through Ups & Downs.

The common slangs and PDA was widely displayed in Aamir Khan Produced and Imran Khan starter Delhi Belly wherein the song Bhag DK Bose become a national sensation and controversy,The movie also has a song with lines like "Daddy Mujshe Bole Tu Galti Hain Mere". Wherein Kalki starter That Girl In Yellow Boots showcases the bold new young women doing sexual work for living hood and finding his lost father.

So what's there to gain for the Advertisement Company and Movie Makers, well as we all now the circle  of life, where we start from it ends at the same spot, we are also somewhere in the same circle with the showcase of these progressive contents, In the lack of fresh and innovate ideas showcasing truth is far more acceptable, cheap and redefining. The concept of Reality TV is a living proof wherein the serials like Master Chef, Big Boss, Swammbar, Indian Idol, Roadies, Kaun Banega Crorepati is a Huge Success.

Its not only the media which is evolving, the society at large is also not lagging behind, the CBI director giving a statement like making Cricket Betting LEGAL was definitely a bold move but yes he had strong logic and definitely it will lead to fair games and better Vigilant and stopping the use of BLACK MONEY. 

While reading a Book called Freakonomics there was a concept where it showed how Prosperity and Depression effects the Crime Rate, the author gave a very good insight and logic which stated that Crime Rate is directly related to Prosperity of people, whenever there is ecnomoic slow down it leads to Job Cuts and it enhances the crime rate including Suicides and Bankruptcy.

The latest news of Making Marijuana(Cannabis) Legal in some parts of US hasn't shocked anyone, when people compare it with Smoking normal cigarettes its considered better in term of damage to the human body and the non addictive feature of Marijuana, the days are not far when rolling a joint will be common and legal in india too.

The oldest known trade to us "PROSTITUTION" is also widely discussed and debated world over for making it legal as in few countries it is, well if u ask me what is my take on that i will say its a matter of personal choice and preferences and i will say at the last as again i mentioned before :

"WHO AM I TO JUDGE?"