Vivek Agnihotri Criticizes 'Lifeless, Depressed' Looking Models In Sabyasachi Ads On Twitter
Vivek Agnihotri Criticizes 'Lifeless, Depressed' Looking Models In Sabyasachi Ads On Twitter
Vivek Ranjan Agnihotri likes to voice his opinion on social media and now he has slammed the emulation of the "unhappy, drug-addled, and despondent lifestyle prevalent in the West" within the advertising realm.
The Kashmiri Files director cited print advertisements as examples and proposed that rather than replicating negative Western attitudes, India's festivals and culture should be celebrated.
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Filmmaker Vivek Agnihotri took to Twitter to share a few shots of the advertisements in Saturday's newspaper and tweeted, "On Akshay Tritiya & Eid - festivals of celebration and happiness, 8 pages of fashion ad in TOI (worth millions) but full of lifeless, sad & depressed models. As an advertising professional, I believe, mimicking sad, drugged & depressed lifestyle of the West is a dangerous trend. Pl celebrate India, our festivals, our culture and above all life. Pl share your views."
On Akshay Tritiya & Eid - festivals of celebration and happiness, 8 pages of fashion ad in TOI (worth millions) but full of lifeless, sad & depressed models.
¡ª Vivek Ranjan Agnihotri (@vivekagnihotri) April 22, 2023
As an advertising professional, I believe, mimicking sad, drugged & depressed lifestyle of the West is a dangerous trend.¡ pic.twitter.com/6sOkmA4uGJ
Later, the filmmaker clarified his statement, stating, "Disclaimer: the above comment in no way questions Sabyasachi's credibility as a designer or his talent. It only refers to this negative trend in advertising, and I made this statement as a trained advertising professional. Consumer delight is the first lesson in advertising."
Instagram/VivekAgnihotri
Writer Apurva Asrani also responded to the post suggesting that the fashion industry in India takes inspiration from Paris, London, and New York. At present, the West appears to have a pessimistic outlook on life, both economically and politically, which seems to be reflected in the industry's trend.
"Smiles always capture attention but sad faces don't and the focus remains on the brand only," one user wrote, while another tweeted, "The reason why models have a blank face is so that people look at the model¡¯s attire rather than her face. If the model is seen laughing or smiling, people won¡¯t notice the dress she is wearing."
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