I’ve never been a big fan of the Incredible India tourism advertising campaign. I find it orientalist and tacky, like the images below:
Coffee Brown? WTF – why are they advertising india based on the “exotic” skin color of the Indians?
Still, I concede that it’s hard to advertise India without being a bit exotic, after all, you’re trying to appeal to tourists based on cultural novelty. They’re not going to India for the skiing, they’re going because the culture is different.
That’s why I was so tickled by the television advertisement below for the 15th International Pondicherry Yoga Festival [via BB]. I thought it did a good job of showcasing some amazing yoga, but doing so as incredible physical activity rather than random freak show. For some reason, I found the video appealing and it didn’t set my orientalism alarm off, even though they were showing some impressive contorsions.
Did they do something different here or did they just do it better? Or perhaps you feel these ads are just as orientalist and exotifying as the GOI’s ads … what say you?