Just found this on YouTube.
The blurb says
This film is a journey through emerging India,” the fastest growing free market democracy in the world”. It celebrates the relentless spirit of the people of India, who through their karma give it a place amongst the leading economic nations of the world.
Conceived and produced by Bharatbala Productions (BBP) for India Band Equity Foundation (IBEF)
I think it’s rather interesting that the “pitch” productions have finally gone a bit beyond advertising culture and heritage (despite the overarching “Hindu” touch). This one focuses entirely on infrastructure development and industry. Though, I couldn’t help but remember our classes on semiotics, where this would have been ripped apart. I suppose it’s the representation of what’s actually true in India – not enough women in the organized sector, and the women that are – they are in the supposedly “softer” professions. Though I loved this one particular shot of women in hard hats next to (farm?) machinery.
Hits all the right notes – for the purpose. Also, I think it is good that they focused so much on manufacturing. That is going to be a huge factor in India’s growth, but all you really hear about is IT, IT, IT.
Neha, I think the women are factory workers who manufactured the tractors? That’s my guess any way. :)
While there’s a need and place for these India shining type ads, I sometimes find them really hard to deal with when we consider all the un-shining that’s going on.
Shripriya: Yes, it’s rather nice that they focus on manufacturing and not just IT. I also noticed the references to medicine. You’re probably right about the manufacturing bit – and I wasn’t sure if it was a tractor or some other farm machinery. But women in hard hats – I like!