Indian jewellery ad celebrates remarriage

Indian jewellery ad celebrates remarriage

INDIA - A new advertisement by a jewellery company showing a beautiful bride with a caramel complexion getting married as her daughter looks on has put the focus on remarriage in a country where many women are still hemmed in by conservative traditions.

The advertisement, which is for the wedding line of India's Tanishq brand, shows the bride putting on her jewellery, then walking hand in hand with her daughter to the stage for the marriage ceremony.

She exchanges looks with her groom as the little girl, who is around six years old, squirms in her seat, impatient to be part of the ceremony. It ends with the little girl smiling and asking in Hindi: "Should I call you daddy from today?"

The advertisement has been praised by some for celebrating remarriage. Fans call it "bold and beautiful".

Critics are less than impressed. One person slammed the hype in a tweet, asking: "What's the big deal?... my cousin remarried."

Indeed, second marriages are not totally uncommon in India, particularly among urban middle- class Indians, these days.

Over the last three to four years, matrimony websites have even created special sections for men and women looking for a second shot at marriage.

Sites called divorceematrimony. com and secondshaadi.com, which means second marriage in Hindi, are popular. More than 100,000 people have registered as members.

While the divorce rate is climbing, it remains low - one in every 100 marriages, or 1.1 per cent, compared to the United States where fully 50 per cent of all marriages end in divorce.

At the same time, conservative and misogynist traditions hold sway in many parts of the country.

For instance, in some areas poor widows are still abandoned and treated as social outcasts who are accused of causing bad luck.

So sociologists appreciate the advertisement for getting a positive message out.

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