Both watch for a moment and he says, "Mmm...interesting." Then when she glares at him he adds, "The news."

On the screen, a face is intentionally blurred to conceal the identity of the person talking about surgery, but it is "magically" clear on an Onida TV nearby. "Main apne liye ek achha sa ladka dhoondh rahi hoon." The man is surprised as he recognizes the image is same the woman next to him. Warily, he turns to find her staring at him as she asks, "Interested?"

He quickly shakes his head apologetically and excuses himself. As he stumbles out, the voiceover adds: "Onida Black Flat TV. Picture itni sharp ki sab kuch saaf nazar aaye."

This commercial has a troubling name from the agency that is not only derogatory, it is misleading since the subject matter is transgenderism, not homosexuality. This is a classic, cliched representation of transgenders in advertising, where a straight man has been mislead.
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Company: MIRC Electronics
    View Company Scorecard / Contact Company
Brand: Black from Onida
Ad Title: Faggot
Business Category: Consumer Electronics
Media Outlets: Television
Country: India
Region: Asia
Agency: Ogilvy & Mather Worldwide
Year: 2001
Target: Mainstream
Ad Spotter: Vikram Doctor
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Theme(s)

Homophobia/Transphobia

Theme Breakdown

AdRespect Score: 
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A man is wandering around a TV showroom when he spots a woman in a sexy black dress and he casually strolls next to her.

She is watching one of the TVs with a show about cosmetic surgery, which says in Indian, "Ab hum aapko milvaate hain ek aise ladke se jo operation se ladki ban gayi."

Both watch for a moment and he says, "Mmm...interesting." Then when she glares at him he adds, "The news."

On the screen, a face is intentionally blurred to conceal the identity of the person talking about surgery, but it is "magically" clear on an Onida TV nearby. "Main apne liye ek achha sa ladka dhoondh rahi hoon." The man is surprised as he recognizes the image is same the woman next to him. Warily, he turns to find her staring at him as she asks, "Interested?"

He quickly shakes his head apologetically and excuses himself. As he stumbles out, the voiceover adds: "Onida Black Flat TV. Picture itni sharp ki sab kuch saaf nazar aaye."

This commercial has a troubling name from the agency that is not only derogatory, it is misleading since the subject matter is transgenderism, not homosexuality. This is a classic, cliched representation of transgenders in advertising, where a straight man has been mislead.

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Andrea James , Los Angeles, CA
Not cool. That couldn’t have been the title for the ad, though? The copy (my Hindi is bad) suggests the woman was on a show talking about transgender surgical procedures.

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