April 21, 2011 07:38:14 PM IST Enkayaar, Glamsham Editorial
When Amitabh Bachchan says that these days he likes watching the advertisements more as they are really interesting, indeed he is endorsing the fact that Indian advertisement space is really undergoing metamorphosis. The conviction to throw up this premise is based on recent advertisements, in particular the 3G advertisement of Airtel. One can say with conviction that the latest advertisement of Airtel which revolves around the idea of a mole as a spot accentuating the beauty has been one of the latest attempts to underline the notion of beauty as it exists in the Indian context. It is for the first time that the advertisement space has turned its light on the importance of mole, it being the underlining motif emphasizing the awareness the couples have about each other's body, and the advertisement has become one of the most talked about ads in recent times.
As a matter of fact it was left to the wizardry of Gulzar to underline the role that a mole plays in cultivating the nearness between couples, through the couplet 'Ek tumhare kandhe ka til', in the song 'mera kuch saaaman' from the film IZAJAT, presenting a dilemma for Rekha about the kind of physical space that Naseeruddin Shah and Anuradha Patel had shared before Rekha got married to Naseeruddin Shah.
Interestingly enough, in Hindi cinema the beauties with moles have had a rather longish successful career, the trend starting in the black and white era from Madhubala and continuing to Sharmila Tagore, Saira Banu etc. In the recent times, however, the mole on the face is considered more a blemish and surgeries are resorted to, to remove it. Imagine if Marylyn Monroe had done it or a Madhubala had exercised the option of mole removal. Sad part is Gulzar was not there in the times when Madhubala ruled roost, or he could write scores of elegies emphasizing her beauty.
It is the size of mole that accentuates or diminishes beauty so a Manorama with a big mole on her face was a real menace till the time she ruled roost, and same was the case with Jeevan. Interestingly enough, the male stars, when they wished to present a disguise to the character that they were playing in a film used to take recourse to mole.
Advertising industry, by going back to this physical feature in a physical structure has underlined the importance that mole has in adding face value to a face.