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This is an archive article published on January 11, 2000

Timeout

Just the other day, I was stuck at the traffic lights when my eye was drawn towards a particular billboard. It was an ad for the new line ...

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Just the other day, I was stuck at the traffic lights when my eye was drawn towards a particular billboard. It was an ad for the new line of Levi8217;s jeans whose launch, incidentally, I had even attended. At that time, I was more taken up with these beefcakes with beautiful baby-oil massaged bodies who strutted, pranced and dirty danced on the dance floor. What totally went amiss on me was the line, quot;Take the easy way out.quot;

Sitting there in the pleasant wintry sun, the words just didn8217;t seem right. What seemed even more queer was that it hadn8217;t struck me sooner, or anybody else for that matter? Had I suddenly become ultra-sensitive or prudish? But that was kind of strange as usually I was considered quite liberal but this was something which definitely violated some part of me.

After all, hasn8217;t taking the quot;tough but the right wayquot; or the quot;path filled with obstaclesquot; always been the advisable thing to do. It couldn8217;t just have been my parents, although they were traumatised when they found out that Iindulged in itsybitsy white lies. But I distinctly remembered Shahrukh Khan in Dilwale Dulhaniya Le Jayenge the movie which had art critics talking incessantly about the resurgence of belief in old-fashioned values impressing his girlfri-end8217;s mother with the importance of taking the right but incredibly hard path 8220;filled with thorns8221;, so to say.

The audiences lapped it up then, so could things have changed so much? Because things have changed acirc;euro;ldquo;you only have to look around you to realise that. Take Channel V, for God8217;s sake! Yes, I admit, some of their shows do appeal to my crude sense of humour at times, but at others I just wonder. And just as I am saying this, I wonder how could things have changed so quickly. I was in college a year back. And though I wasn8217;t your archetypal quot;hip chickquot;, I did acirc;euro;ldquo; and more importantly still do 8212; fancy myself as being, you know, 8220;with it8221;.

Then how is it that I seem to be the only one turning up my eyebrows at all this stuff on TV? I don8217;t watch it as often as Ishould, I guess, but when I do, I end up hot under the collar. For instance, this programme Line Lagao encourages them to talk and air their feelings about their loved ones on the show. Nothing wrong with that. But it is not just a sweet ol8217; dedication show. These teenagers tend to reveal a bit too much about their sex life 8220;We really love the physical part of our relationship8221;, etc, etc. Of course, it is a good sign that sex is coming out of the closet but how do their parents cope with revelations of their child8217;s sex life on TV? My parents still cannot come to terms with the fact that I might take a romantic interest in some guy and want to go out with him. I guess I am missing out on some real happening parents.

At one end, we have these political types banning adult channels and frowning on fashion television, and on the other we have two nubile young girls singing on TV 8220;I love you, you love me, homo-sexuality!8221; This definitely cannot be the same world which came down heavy on Shabana Azmigetting jiggy with Nandita Das in Fire!

Either this breed is so fed on The Bold and the Beautiful and MTV diet, that it marks a renaissance of the Kamasutra age in India. Or, it could just be that they are confident that no right-thinking adult, especially their square parents, will be watching.

Story continues below this ad

Coming back to the line in the ad, if Levi8217;s says so then one has to take it seriously. Globally, Levi8217;s ads have symbolised youth culture, whether it was the sexy black woman who on closer look turns out to be a man in drag, or the teacher who makes a pass at her young student. Of course, I could be taking the line a bit too far, as my friends point out that it simply suggests that jeans are the 8220;easy way out8221; as a dressing option. Maybe, but I am still not convinced.

So, back to a crucial question: Have I been declared a 8220;has been8221; just a year out of college?

 

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