Durga! Durga! What has Arvind Kejriwal gone and done? Have you watched that disgusting "Arvind ke Saath...'' commercial currently playing on multiple channels? Something snapped inside my head when I watched that
doodhi (gourd) scene - the one in which the poor
doodhi is being skinned (okay, scraped) by an exhausted Tangail-wearing housewife slaving in a tiny kitchen while her laad-saab husband continues to watch television, feet propped up comfortably, surly expression intact. Let's start with the red-bordered Tangail saree, large
bindi and those soulful kohl-lined eyes. No getting away from the obvious imagery - she's Bong. Well, yes and no. As anybody who knows anything about Bong housewives will tell you - they would never scrape
doodhi. So much for false notes in the much-reviled Kejriwal commercial. A Bong housewife will not go to the market either. Not even to buy 'maach' (fish) for the family. It's the husband who will be dispatched first thing in the morning to make sure he gets the best catch. That's the second false note. This useless husband sits around all day in front of the television, while his wife does the following: she steps out to haggle with the vegetable vendor, and cribs about the high cost of living. She rushes back home, and promptly gets to work. A young son, dressed for school, is seated next to the surly husband who has not moved a single muscle - not even a facial one. The housewife runs out into the street with the brat, hails an autorik, makes sure the meter is on, and rushes back to perform some more domestic chores. She waves an electricity bill at her husband and exclaims ecstatically that it is just a thousand bucks now - all thanks to Kejriwal and his
bijli-paani (electricity-water) promises to the people of Delhi. The surly husband barely glances at the bill, and goes back to fixedly watching television.
Then comes the bloody '
doodhi' scene.
Interestingly, it was precisely at this point in the ad commercial that my own husband (not surly at all) reacted strongly. He used a few well-chosen Bengali put-downs to describe the man on the small screen. And expressed his deep sympathy for the wife, still slaving away in the kitchen." Just look at the poor woman.... does that man have no shame?" snorted my outraged husband. Bengali men are like that. They get over-emotional about everything. Even badly-made commercials extolling the virtues of a peculiar
neta who is being described as a 'wannabe Messiah' in the media.
Now, if this ridiculously-conceived promo has seriously annoyed a large number of
desi men, can you imagine the astronomical number of women it has offended?
Socho!Does Kejriwal's team even know how badly this pitch has misfired? All that humbug about
rishwat (bribes),
bijli-paani (electricity-water),
ghar ka kharcha (household expenses) adds up to zero. What viewers remember is the intensely annoying, worthless fellow sitting around waiting to be served by an over-burdened wife. That the ad is meant to highlight the great achievements of AAP - sorry, Arvind Kejriwal - escapes most people. Even the few admirers the Muffler Man still has will change their minds after watching this drivel.
What is the 'Essential Message' being conveyed here? Let's see...I perceive just one: Arvind Kejriwal is AAP. AAP is Arvind Kejriwal. Nobody else exists in the party. Nobody needs to.
Then, there is Arvind's very irritating persecution complex that is underlined over and over again. "Why are people after him?" The woman wants to know. The surly husband has nothing to say even on this.
After cooking the wretched
doodhi, the wife fills a plate and brings it to the hubby, who still has not budged from his easy chair. She sighs, smiles and sends up a small prayer. For him? For her kid? For their
parivaar? Nope! For "Hamara Arvind" (our Arvind). Please note: she wants God to protect Arvind - the individual. Not Arvind and AAP.
Arvind the Megalomaniac? Errrr... is anybody surprised? Kejriwal's narcissistic streak is on parade in this clumsy commercial like never before.
Someone please tell the
Dilli ka Chief Minister that India is sick of his self-obsession.
As for those who made this dreadful film, with all its blatantly sexist overtones, may they be force- fed
doodhi for the rest of their lives.
And by the way - I don't really know of any self-respecting Bong family that actually eats
doodhi - unless it has a general sprinkling of shrimp in it. 'Lau Chingri'? Bring it on!
Meanwhile, let a scoop-seeking anchor interview Mrs. Kejriwal, preferably in her kitchen, and get her views on this absurd ad. Now, that will be an 'exclusive' worth watching. Even if it isn't shot in Montenegro.
(Shobhaa De is an established writer, columnist, opinion shaper and social commentator, who is considered an authority on popular culture.)Disclaimer: The opinions expressed within this article are the personal opinions of the author. The facts and opinions appearing in the article do not reflect the views of NDTV and NDTV does not assume any responsibility or liability for the same.