23th April 2023, Mumbai: Vivek Ranjan Agnihotri, a filmmaker, has expressed his disapproval of the adoption of a “sad, drugged, and depressed” lifestyle, which he believes is prevalent in the West, in the field of advertising. Agnihotri provided examples of print advertisements to support his argument and emphasized the importance of celebrating Indian festivals and culture instead of imitating the negativity of the West.
Vivek Ranjan Agnihotri shared several images of advertisements on Saturday, which prompted him to tweet about the prevalence of lifeless, sad, and depressed models in the world of advertising. He criticised this trend and highlighted the danger of imitating the West’s negative lifestyle. Agnihotri specifically mentioned the occasions of Akshay Tritiya and Eid, which are festivals of celebration and happiness. He urged advertisers to focus on celebrating Indian festivals, culture, and the joy of life instead of copying negative Western trends. Agnihotri also invited others to share their opinions on the matter.
Towards the end of the day, Vivek Ranjan Agnihotri posted a clarification stating that his previous comment was not intended to question the credibility or talent of Sabyasachi, the designer. Agnihotri emphasized that his comment was solely focused on the concerning trend of negativity in advertising, and he shared his views as a trained advertising professional. He reiterated that the primary objective in advertising is to bring consumer delight, and his criticism was aimed at the negative trend in the industry rather than any specific designer.
Apurva Asrani, a film writer and editor, provided his insight in response to Vivek Ranjan Agnihotri’s post. Asrani offered a theory that the Indian fashion industry takes inspiration from Paris, London, and New York, and as the West currently has a pessimistic economic and political outlook on life, this negativity is being reflected in the fashion industry.
Several users on Twitter offered their opinions regarding the issue. One user suggested that advertisers prefer using sad faces in their ads because they don’t distract from the brand being advertised. Another user stated that models often have blank faces in ads to ensure that the focus remains on the clothing rather than the model’s expression. Another user noted that the Indian fashion industry seems to be influenced by the West’s mood and trend of Haute Couture, leading to modifications in Indian attire. These modifications reflect the West’s style and preferences in cuts and appearances, possibly in the hopes of attracting large international sales.
Vivek Ranjan Agnihotri is currently involved in the production of his upcoming film, The Vaccine War, which will star a number of renowned actors, including Anupam Kher, Nana Patekar, Sapthami Gowda, and Pallavi Joshi, among others. The film is scheduled to be released in theatres later this year.
Vivek Ranjan Agnihotri, a filmmaker, has expressed his disapproval of the adoption of a “sad, drugged, and depressed” lifestyle, which he believes is prevalent in the West, in the field of advertising. Agnihotri provided examples of print advertisements to support his argument and emphasized the importance of celebrating Indian festivals and culture instead of imitating the negativity of the West.
Vivek Ranjan Agnihotri shared several images of advertisements on Saturday, which prompted him to tweet about the prevalence of lifeless, sad, and depressed models in the world of advertising. He criticised this trend and highlighted the danger of imitating the West’s negative lifestyle. Agnihotri specifically mentioned the occasions of Akshay Tritiya and Eid, which are festivals of celebration and happiness. He urged advertisers to focus on celebrating Indian festivals, culture, and the joy of life instead of copying negative Western trends. Agnihotri also invited others to share their opinions on the matter.
Towards the end of the day, Vivek Ranjan Agnihotri posted a clarification stating that his previous comment was not intended to question the credibility or talent of Sabyasachi, the designer. Agnihotri emphasized that his comment was solely focused on the concerning trend of negativity in advertising, and he shared his views as a trained advertising professional. He reiterated that the primary objective in advertising is to bring consumer delight, and his criticism was aimed at the negative trend in the industry rather than any specific designer.
Apurva Asrani, a film writer and editor, provided his insight in response to Vivek Ranjan Agnihotri’s post. Asrani offered a theory that the Indian fashion industry takes inspiration from Paris, London, and New York, and as the West currently has a pessimistic economic and political outlook on life, this negativity is being reflected in the fashion industry.
Several users on Twitter offered their opinions regarding the issue. One user suggested that advertisers prefer using sad faces in their ads because they don’t distract from the brand being advertised. Another user stated that models often have blank faces in ads to ensure that the focus remains on the clothing rather than the model’s expression. Another user noted that the Indian fashion industry seems to be influenced by the West’s mood and trend of Haute Couture, leading to modifications in Indian attire. These modifications reflect the West’s style and preferences in cuts and appearances, possibly in the hopes of attracting large international sales.
Vivek Ranjan Agnihotri is currently involved in the production of his upcoming film, The Vaccine War, which will star a number of renowned actors, including Anupam Kher, Nana Patekar, Sapthami Gowda, and Pallavi Joshi, among others. The film is scheduled to be released in theatres later this year.