new delhi dig this a daughter tells her parents that boys dont interest her a young girl cannot take her eyes off a middleaged man wrapped in only a towel two lesbians come out of a closet straightening their clothes a dusky woman remarries in the presence of her kid and all these are being telecast on national television where a virtuous middleclass india congregates for its evening cuppa and a daily helping of saasbahu drama call them inclusive ads or just ruminations of a society that has reached a tipping point fact is maintaining diplomatic silence on touchmenot subjects is not helping anybody not even brands take the recent tanishq ad that shows remarriage a taboo topic in india in a warm light says v sunil executive creative director at advertising agency wiedenkennedy india its a sign that traditional brands want to be seen as progressive earlier batting for such hypersensitive ideas was tough but there is perceptible change in the corporate world companies now want to include businessgenerating consumer segments that were traditionally ignored and they are willing to push the boundaries of deeprooted traditionalism to do it while jewellery brand tanishq reached out to modern indian women empowered to make bold choices with its remarriage pitch earlier this year youth watches and accessories brand fastrack launched a commercial that ruffled a few feathers with its lgbt lesbian gay bisexual and transgender theme the tvc which became an instant internet sensation opened with a shot of a trembling closet reminiscent of old condom ads with rocking cars but instead of a man and a woman two girls emerged from the closet and looked at each other meaningfully while the tagline read come out of the closetmove on even virgin mobile briefly touched upon a similar theme with its tvc that shows a young woman confessing to her parents about her preference for girls mumbaibased social psychiatrist harish shetty feels that these normbreaking ads mirror the pragmatism of the millennial generation that accepts change and moving on as normal whether its a psy music video that shows an ordinary guy matching silly dance steps with supermodel heidi klum or a tanishq ad that legitimizes remarriage in india anything that goes viral has to resonate with your unconscious mind first he says and the unconscious mind is not aware of shame within its boundaries people are willing to enact their fantasies he says this perhaps explains the mad rush by advertisers to explore hitherto forbidden thoughts such as premarital sex extramarital affairs remarriage lgbt interests and incest for instance a lava phone ad shows a saleswoman handing condoms to a man in place of change deodorant tvcs more often than not show married women falling for other men a fastrack ad shows a young man playing footsie at the dinner table with his wouldbe motherinlaw while chatting with her daughter and wks latest old spice ad shows a young girl falling for a barechested and graying milind soman contrary to