Indulekha is a brand that has been churning out so many TVCs recently for their product range. The first series of their advertisements featured popular mini and big screen actors, which was followed up by another series that had ‘reality TV’ sort of feel to it. Their latest series even has a theme and name – uLkkarutthu – and contrary to the direct selling strategy, they have adopted a model that is ‘seemingly’ progressive and feminist in the outset but is pushing certain politics which seems to be the trick of new age marketers and advertising gurus to keep them in business. More on this advt in Kafila and Nalamidam. And do watch the first video of their series here before you read further.
I was thinking what would happen if other businesses have started adopting the Indulekha model. Imagine a barber who cannot afford to have men who do not cut their hair. This will certainly threaten his regular business. So what he really needs to ask for is business but in the new age, he cannot be too direct with it so he has to push certain politics to market his service. And here is what happens when he adopts the Indulekha model.
