Sahib Bibi Aur Ghulam'- Introducing Spiritual Substantiation
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doi: 10.21844/pajmes.v11i2.14627 PURSHARTHA, Vol.XI, No. 2; September 2018 - February 2019 The Advertising Side of 'Sahib Bibi Aur Ghulam'- Introducing Spiritual Substantiation P. N. Jha Director, School of Management Sciences, Varanasi, India Email: [email protected] Abstract The present paper drawn on the advertising material of a famous Hindi motion picture – Sahib Bibi Aur Ghulam, depicts the case of a deceptive advertisement for a product, Mohini Sindoor, through a sensitive example. A carefully written copy of the ad, augmented with a well-planned ad campaign completely fails to deliver the benefits it is supposed to accomplish, and thus leading to a mental agony to not only the consumer but also to an intermediary. The paper also presents a unique way to self-regulation by the advertiser of Mohini Sindoor, and further introduces a novel form of ad substantiation – Spiritual Substantiation, to the advertising literature. Keywords : Cinema; Epistemological radar; Deceptive advertisin ; Spiritual substantiation; Self- regulation by advertisers; Publication advertising; Transit advertising. Introduction decadent husband, lilting music and touching lyrics, are also well-known and still remembered A 1962 Hindi movie – Sahib Bibi Aur Ghulam, has by the cross-section of generations of Hindi film already attained the status of Indian cinema's one of lovers. the most enduring classics. It is a critically acclaimed and commercially successful film, However, what goes beyond the repertoire, and which basically happens to be (Late) Meena remained so far buried and unnoticed by the Kumari's vehicle to essay one of the most epistemological radar is certainly some memorable characters, Chhoti Bahu, with an awe- unbelievable academic contribution made by the inspiring performance. The other usual portfolios film to the discipline of 'Advertising'. Apart from of the film in terms of having scored plural projecting the creative nuances required in 'copy accolade, laurels and awards including, four approach', 'copy plan', and 'copywriting', the script Filmfare Awards, nomination for the Golden Berlin of the film equally manifests some glaring cases of Bear at the 13th Berlin International Film Festival, 'deceptive advertisement' coupled with President's silver medal, 'Film of the Year' from the highlighting a novel allotrope separately for Bengal Film Journalists Association, chosen as 'advertising substantiation' as well as 'self- India's official entry for the Oscars, and many more regulation by advertisers'. ; a marvelous acting, brilliant cinematography, depicting a gradual decline of the zamindari system A look on Relevant Literature during the late 19th century, focusing on the theme of an exceptional human story carrying a platonic Cinema (Movie): relationship between a shy village-simpleton and a tormented & lovelorn but devoted wife of a In the mass media evolutionary trend, cinema Vol.XI, No. 2; September 2018 - February 2019 The Advertising Side of 'Sahib Bibi Aur Ghulam'- Introducing Spiritual Substantiation 41 (movie), the pioneering audio- visual medium, of that perceptual process (1) differs from the arrived next to the print and has been much widely reality of the situation, and (2) affects buying accepted and applauded both in urban and rural behavior to the detriment of the consumer”. India ; its popularity, equally among literates and Deceptive advertising refer to a kind of advertising illiterates remained unimpaired at least till the that present or imply false / misleading information piquant influx of T.V. clutter. According to Rao and to the audience (Jha, 1995). Arens and Bovee Raghavan (1996), “The Lumiere Brothers of (1994), quoting FTC Chairman James C. Miller III, France held the first cinematograph show in India indicate, “deceptive advertising is any ad in which at Watson's Hotel in Bombay on 7th July, 1896. The there is a misrepresentation, omission, or other first silent feature film was produced in 1912, in practice that is likely to mislead the consumer, Bombay (now, Mumbai). Sound was added to acting reasonably in the circumstances to the image in 1931, when India's first talkie 'Alam Ara' consumer's detriment”. Wright et al. (1977) was made.” As a mass medium, cinema, (and for comments, “Deceptive advertising and other forms the purpose Hindi cinema never remained an of unethical behavior do occur in the field of exception) has had been widely deployed by all the advertising. Protection is available in three forms: various classes of advertisers for projecting their law, industry self-regulation, and enlightened self- advertising messages among the audience. Product interest on the part of advertisers”. Rathor (1984) placements within the script of the films or writes, “One hundred consumers were interviewed otherwise too are the most visible forms to create to determine what constitutes unethical awareness among the target markets. advertising. A majority of them stated that they considered an advertisement unethical when ….. it Deceptive Advertising: gave false or misguided information on the value of the product”. Advertising carries a grave responsibility in our socio-economic system. Jha (2009) points out that Advertising Substantiation: in the 'Discovery of India', written in 1944, Jawaharlal Nehru said : 'The advertiser is one of The author feels that ad substantiation basically the symbols of our age with his continuous and indicates a programme wherein the advertisers raucous attempts to delude us and dull our powers within an industry are required to submit proof that of perception and induce us to buy unnecessary and their advertising claims are truthful. Aaker (1975) even harmful products'. It is one of the most highly on the issue writes, “In mid-1971, the FTC adopted visible institutions that affect many people. A more a documentation program that, in essence, shifted general question in regard to advertising regulation the burden of proof in deceptive advertising cases concerns deceptive advertising. If the information by requiring an advertiser to submit proof that provided is misleading or deceptive, the advertising claims are truthful – in other words, to responsibility of advertising in providing substantiate their advertising claims”. Wright et al. information for consumer decision making is (1977) add, “If the FTC requests it, an advertiser treated as unfulfilled. Therefore, the need to avoid must supply the commission with documentation deception in advertising is well recognized by both in support of claims made in its advertising, such as industry and governments. Aaker (1975) feels, claims of product safety, performance, efficacy, “Conceptually, deception exists when an quality, or comparative price. In addition to advertisement is inputed (introduced) into the submitting documentation advertisers must also perceptual process of some audience and the output show that they relied on the documentation when Vol.XI, No. 2; September 2018 - February 2019 42 preparing the advertising in question”. Kleppner and mass media begins at the level of each (1973) also holds a similar view when he says, individual firm. Each advertising decision directly “Substantiation of claims: The FTC has increased or indirectly relates to a society's unwritten values its demands that advertisers make available and norms and its regulations and laws. Thus, each documentation of claims relating to the safety, firm must insure that its advertising decisions performance, and efficacy of their products”. satisfy those rules of behavior”. Aaker (1975) mentions, that, in 1971 an ambitious program of Mentioning significant cases of ad substantiation, self-regulation was established by the advertising Jha (2001) adds, “The decade of nineties witnessed industry. The objective of the program was to much encounters of advertising with the regulatory establish a “self-regulatory mechanism that would bodies like, Advertising Standards Council of India respond constructively to public complaints about (ASCI), Monopolies and Restrictive Trade national advertising and would significantly Practices Commission (MRTPC), Municipal improve advertising performance and credibility. It Corporations, bodies for consumer & was further intended that this mechanism be environmental protection, and etc. Particularly, flexible, efficient, respected and reliable”. 1997 remained a year of ad wars with 150 Kleppner (1973) writes, “Self-regulation by complaints in the calendar year. Some worth individual advertisers: The most meaningful of all mentioning cases of substantiation were Hindustan forms of advertising self-regulation is that of the Lever vs. Colgate (Dental cream imbroglio), individual advertiser. It is wholly voluntary and not Wheel vs. Fena, Godrej – GE vs. Whirlpool, HCL the result of group pressure; it reflects the policy of vs. Compaq, Reckitt and Coleman vs. Jyothi top management, its sense of public responsibility, Laboratories, Castrol vs. Sunstar Lubricants, Vim and its enthusiasm to survive and grow in a vs. Fena, and etc.” competitive arena where consumer confidence is vital”. In terms of the steps towards self-regulation Self-Regulation in Advertising: in advertising in India, Mohan (1983) writes, “The Advertising Club, Bombay, in collaboration with It implies the necessity for the advertisers to the International Advertising Association, regulate themselves even more stringently than do organized a workshop on Code for Self-Regulation the government-agencies, in order to ensure the in Indian Advertising