The Visual culture in India was never being flooded with such a huge influx of “blown up’ (larger than life) images, apart from silverscreen posters, political cutouts and religious banners.
At the entry level, the blown up banners / outdoor displayes were majorly related to consumer goods, but unfortunately its now spreading even in the segments of gastronomic offering! In a country where more than half of the population is below poverty line, the ‘blown up’ images of food (majority of them are fastfood advertisements) can become a point of frustration, hence ending up with crime and class-clash across the urban and rural India.
The multilayered multifaceted slow economic growth among Indian rural population is continuously challenged with blown out images of burger, coffee/ beverages and various other fast food. The recent blown up images of McEGG are propagating the youth into larger than life aspiration and a state of duality (real vs. blown up / made up). Imagine, a burger that is just in the size of a palm is blown up billion times (out of proportion) to lure the Gen Next into a paradoxical scenario where practically, they knows a burger can’t be that big but aspires one that looks so beautiful and delicious at a throw away price (Rs.25)!
(the Mc.EGG banner)
In social scenario, this trait can have deeper implications. The smaller tasks like washing hands to clean can be blown out of proportion and bring in imagination of a giant! A giant to kill invisible germs and just to help washing hands (no big task, actually) !!
(Lifebuoy Coloring Handwash ad)
The ‘out of proportion’ imaginary can make this over influenced over informed and media-attacked generation more dependable on illusive giants (read brands) for execution of simple tasks (ie. hand wash to simple very small egg burger)! A dangerous trait that needs to be reviewed and observed regularly for social good.