Armed Forces Advertising Bake-Off!

One of the baffling, wonderful things about Delhi, and really all of India, is the just-slightly-different way they use language. On top of this, there is (to me, of course) a lack of jadedness, a willingness to accept advertising messages at face value, in a way that just doesn't exist in the US. India never had a true counter-culture movement, did it? I don't think it had a nouveau cinema flowering the way France did, a sixties/seventies experience the way the US did. Did it ever have its Bowie, its Velvet Underground, heck, even its Doors?

I think because of this basic cultural conservatism, there's a kind of American Graffiti (or Indian Graffiti) feeling in the air. Sexual mores still seem to center around lots of giggling and wishful thinking, kind of like Grease. It's changing fast, but it's still here.

For whatever reasons, it makes for awesome advertising. As one example, the armed forces have some really good ads dispersed throughout the city. I've seen some for the army, the coast guard, and the air force. None for the Navy yet, but I'll keep looking. I like the cut of the Coast Guard's advertising jib ("Feel the Thrill."), and I think the Air Force may have the best action shots, but right now I'll start with this series of four army ads. What are they really going for in this series of coordinated messages? I think the answer is simple: P-R-I-D-E. Some of these ads are oriented toward recruiting, some are more about upgrading the image of the army.

Sometimes, though, it's difficult to tell why some ads are placed. "Am I Marching Smartly?" What prompted this, one wonders. Perhaps there's been a rash of poor marching taking over the army ranks? Is this a drastic problem or just a gentle reminder? Or again, perhaps it's all just about upholding the pride that comes with being a member of India's army - the iron first wrapped in velvet, as they say.

Certainly that seems to be the case with this next ad / propaganda piece - "I Take Pride in My Uniform." No explanation necessary here. And for anyone who's seen the Republic Day celebration (book your tickets now!), I think it's clear the armed forces take pride in their uniforms. Sure, sometimes it looks like Morris Day and the Time found a second career as uniform designers, but these men are sporting a more conservative look. "We've seen things you can't possibly imagine," they seem to be saying.

Of course, with all positions of power come responsibility. And what greater responsibility than accurate parking? The person who dreamed up this advertising gem was clearly on their "A" game. OK, I confess that I don't understand this ad, but I'm not in the army, am I? Perhaps this is just another example of the benevolence of the army. I mean, I wouldn't want to be the one who is parked perpendicular to all the other cars in the lot. Thanks, army! That's what I say.

Next up: Coast Guard!