Desi Manifesto Blog: The Forum for South Asian American Men

[Blogger: S.I.] This past Thursday, NBC aired an episode of “The Office.” And while that show has slipped so far down the crapper that no creative plunger can retrieve it, I found myself thoroughly pleased. Because of a GE commercial that aired during the show (it should be noted that General Electric owns NBC).

This advertisement starred Indians, depicted India, and portrayed elements of Indian culture.

And to my complete shock, it didn’t suck. In fact, it was very well executed and showed awareness.

I think I’m getting soft.

Initially, the fact that the ad took place in India impressed me, as it’s a rarity in any form of American media. But it’s how the commercial showed the multiple faces of India that really earned my praise. Starting in an urban and well-kept doctor’s office, moving through the bustling city itself, riding the jalopy bus across the rural countryside, and arriving at the village all felt genuine to me. From my experiences touring the cities and the rural areas of India, from Bangalore to Delhi to Kolkata to Jaipur to the villages and tribes surrounding all these hubs, this ad felt honest.

The circumstances within the commercial also were staged well. Many urban medical professionals do make weekly trips out to the villages to offer medical services. I appreciated the lack of life-or-death circumstances, the lack of deplorable and unsanitary health conditions, and the lack of huddled masses. This was a routine trip with a new twist. It’s not only what you include, but you what exclude, that sends a message.

The music added a nice touch without drawing too much attention to itself. Authenticity that enhanced the feel of everyday India. No more, no less.

Unusually, GE didn’t ruin the focus of the commercial by shoving its products down our throats. They didn’t make it about themselves as much as the story of the people using the technology. It felt like the characters came first. As this likely was a ‘goodwill’ commercial for GE (I don’t think they expect anyone to purchase an electrocardiogram after seeing this commercial), they weren’t trying to sell us anything tangible, just the sense that GE is a global company making good things happen worldwide. Whether you believe that or not, the lack of actual selling made the whole ad more palatable. I even liked how they slipped in a chakra wheel at the end of the commercial among the other circular logos. It comes and goes fast, but it’s there, and that shows me attention to detail and care for the subject.

Among the more salient points: the announcer said “rural” India. That one word revealed that India, just like any other country, has many faces. There isn’t just one version and there isn’t just one way to see such a complex nation. The wording reflected a deeper understanding, because anyone making a cursory effort would have said “India” alone, as though all of India is dusty and lacks sufficient health care and proper equipment. The viewer (hopefully) came away with the feeling that we were seeing the bucolic, village side of India. Not backwards, downtrodden, impoverished, or any other typical characterization, and certainly not what the whole of India is. Just rural (even though much of rural and even urban India at times can fit those negative descriptions).

Of course, I’m sure some elements of the desi population wouldn’t like this ad. I admit, sometimes it’s hard to see the Indian head nod displayed to a national audience. But that’s only because the elementary schooler in me cringes, expecting an ignorant question like, “Eww, what’s that?“, just like I once was asked, “You can get a haircut in India?” Maybe some desis felt GE made India seem too simple, or unable to care for itself (’Why should GE come in and save us with their equipment, we can do it ourselves.’). Maybe they wanted the doctor to wear a helmet when biking. Hey, that’s a legit concern.

But for me, once that ephemeral fear passes, I openly embrace the head nod. And the ‘namaste’ hands, the dusty roads, the broken down bus, the barefoot kids, the old bicycle.

Because that’s real. That’s honestly what we are and what we do, and I like that. And I’m not afraid to have anyone else see it. Even if I am a little embarrassed to be watching “The Office” at this point (sorry Mindy, but you kids are slipping).

In light of our recently posted article on how we want to be depicted in American media, I think that this commercial offers all I could ask for (at least, when depicting Indians in India. Those in the US face a different battle).

But as always, I want the readers to tell us what they think. Is this commercial good, bad, helpful, hurtful, moving forwards, moving backwards, or none of the above? Does it change your view of us in American media?

On my end, I say kudos to GE’s creative team. Or their ad agency’s creative team (which probably was Indian or based in India, which would explain much of why this was done so well). Or the copy editor.

You’ve given me hope. And that’s not easy to do.

Now please NBC, don’t f*ck it up.

UPDATE: Ultrabrown likes it too. And more associated videos from SAJA Forum.