It is a feel good factor, but not necessarily true." For long years, ads followed the script because there was a belief the viewer — or the consumer — was not ready for anything remarkable or overly liberal.
That belief, industry insiders say, is now changing.
The ad closes with the son looking at his companion — a male — after a hard day's work.
"Attitudes are shifting within the society and the ad fraternity reflects those," says Arun Iyer, national creative director, LLP, who wrote the script for the Tanishq ad.
People are becoming more progressive and more aspirational in a Dabangg style — that is fearless and aggressive," says Tarranum Fareed, partner, Thinking Hats, a market research company for brands and advertisers.
"The sentiment is about what you would like to be, not necessarily what you want to be.
The new bride arrives at her army captain's home and is floored by the room he has painted in colours of her choice from Asian Paints.
Or take the matchmaking mother who calls her son (on Vodafone) through the day to discuss possible brides, and exasperated asks if he is at all interested in girls.
"With social media around, you cannot just communicate and forget.
People react," says Dinesh Mishra, Customer Practice Leader (India), Ernst and Young (EY) LLP.
Now, social media have helped in the way we start sharing instantly what goes on in our minds," Sarang Wahal, senior vice-president, Ogilvy, holds.
Some of that transformation flows from the opinion-building always-awake social media that are an important catalyst in the world of subliminal messages.
"Honestly, most of the times we underestimate our consumer or audience," Rajiv Rao, national creative director, Ogilvy, maintains.