While the country still stands divided on the portrayal of India in the recent Coldplay video, an ad by a prominent airline company paints an entirely different picture. Shrabasti Mallik and Riya Sharma look at the other side of the spectrum
At a time when people in the country are raging towards the ‘cultural appropriation’ showed in Coldplay’s recent video Hymn for the Weekend, shot extensively in Mumbai, the British Airways with its latest advertisement titledFuelled by love, directed by Masaan director, Neeraj Ghaywan is literally tugging at heartstrings. The latter video, which claims to be inspired from a real life incident of a British stewardess, shows a female flight attendant being asked to be part of the cabin crew of the flights departing from Heathrow Airport, london to India.
The ad opens with Helena’s thoughts and apprehensions “I was excited as well as nervous.” She, along with the on-board cabin staff, is seen to attend an orientation describing the passengers they would be attending to.
Though she seems apprehensive at first, her maiden journey to Hyderabad changes, or rather frames, her perception of the country and its people.
As she comes across an elderly woman struggling to fasten her seat belt, like a diligent attendant, she helps her with a smile. later on, we see her trying to put on a pair of socks and here, too, Helena comes to her aid. In return the elderly woman affectionately fixes Helena’s hair. The attendant, never used to such kind gestures, is touched.
Further in the ad, the woman tells the young lady that she misses her son. Helena tries to cheer her up and does so by putting on a movie. As they arrive in Hyderabad, the woman insists that she must come and visit her house. Though Helena confesses that she had doubts about visiting her, but later says that there was something in the elderly woman’s smile that she found herself on her way to her home.
Helena spends a day with her family and as it comes to an end, the woman gives her a dabba of ghar ka khana, and advises her not to eat packaged food, reminding us what our mothers and grandmothers do for us. like our grandmothers, she gifts Helena an embroidered handkerchief (in the photo above).
As the video comes to an end, Helena accepts that her journey to India has changed not only her perception but she has developed a new found love for the country, the people and the sentiments attached to them.
Ghaywan told us that the ad was shot in four days in Mumbai and london. They had to recreate Hyderabad in Mumbai but the shot of the woman walking in london was shot on location. “The airlines had the concept in mind and I just shot it. The sentiments are very real. The angle of the grandmother was needed because they have a beautiful side to them. Mothers are strict and will impose restrictions and say no to a lot of things but your grandmother will always encourage you and love you to no end,” said the director and added that given a chance they will also join you in your mischief.
On the other hand, we have nothing against the Coldplay video which depicts the stereotyped image of India (sans the snake charmers, as pointed out on social media). Though the song is catchy, but we are much more than a Ramleela troupe, Kathakali dancers, boys playing Holi and, not to mention, the sadhus clad in saffron.
For us, the video by British Airways has made its way at the right time when people are searching for ways to tell the world that we are more than a country of ‘snake charmers and elephants.’
The emotions and sentiments that are shown in the advertisement symbolise the affection that we shower on everyone who treats us well and with respect.
The Coldplay video, although beautifully shot, is a generalisation of the entire country. Yes, we do have people going crazy during Holi and have sadhus meditating on the streets, but that is just one side of the coin.
In contrast, the ad shows relations on a personal level where you necessarily do not have to know the person to embrace them and welcome them to your home, and also into your heart. We all have seen our grandmothers offering a piece of advice or ghar ka khana even to our friends and distant relatives.
If the music video boils your blood, the ad is sure to cool your temper and may be even push you to reach out for a tissue. And if you are living away from home, it will definitely make you homesick.
But keeping everything aside, the two are poles apart. While one depicts the colours, sights and sound of desi India, the other shows the values, culture and the warmth shown by the people. And yes, these are exactly the traits that define us.