Dec 26, 2010

Ad films are not kid's play


The tile might sound like I am going to talk about how difficult making ad films is...actually yes, it is quite difficult to come up with ideas to suit the product being marketed. But no, that is not what I have in my mind today. I wrote about this in FaceBook notes (yeah, back to FB after I failed in my FB prohibition exercise), and  would also like this topic to be in my personal diary (ahem...!!!).


I have always wondered what Child Labour is? Is only making children work in hazardous or physically strenuous environments counted as child labour? Or any place where children are paid for their labour is included into this too?


I feel the latter too should be added within the purview of child labor. Of late, I have noticed that the ad makers are targetting the younger generations (especially the 6-10 years) age group for various ads. Soaps, detergent powders, apparels, utensils, etc. You name it, kids are there. I do not understand what is the value add here? Besides making children quit schools and earn that extra income, these ad makers and ad films are not doing any other good. OK. Maybe some people would be so naive to watch kids marketing these products and actually purchase these, but that would be the dumbest thing a person could even think about doing. For e.g. I don't understand one ad where a mathematics teacher teaches her student that 3 times 3 is not 9 but 3!!!! She is apparently talking about shampoo brand which is available 3 times extra for the same price and hence it can cater to 3 people. I mean, this is the most sorry assed ad film I have seen in my 30 years of TV viewing experience. Come on guys, at this rate we would be worse than China in mathematics in 10 years from now. The kids there are learning counting through Abacus and we are teaching mathematics through Shampoo ads?


I am also against any commercial cinemas where children are made to act since they would definitely be paid for their acting and made to work for more than 40 hours during the shooting tenure which is clearly a violation of children welfare.


I think there should be clearly defined criteria for child labour. It should be something like:
The following areas of activity would be characterised as Child Labour:
1. If the person is below 18 years of age
2. If the person is forced to work against his/her interest
3. If the person is provided compensation in cash or in kind for his/her services in promoting the brand
4. If the person is denied education for the sake of promoting the brand


And of course, even the kid's parents should not be spared the rod. After all, of what use is 'n' Rs. to a 10 year old child, it would clearly go into their parents' pockets, wouldn't it? Just like Child Marriage is illegal in India and has been abolished (well...almost), making children act in ad films and commercial masala "Running behind the bush and kissing the flowers" movies, should also be legally banned. This is the first place where I am starting my "Stop kids from acting in commercial domains" movement. Hope this gains enough momentum to completely abolish this slow poison from the society.