By Guest Contributor Sayantani DasGupta; originally published at Feminist Wire
The Abused Goddesses of India. The advertisements, created by Mumbai-based ad firm Taproot India, have been making the rounds – not only of my Facebook friends’ walls, but of many a feminist and progressive site including Bust, Ultraviolet, V-Day and MediaWatch, usually along with reactions like “powerful” and “heartbreaking.”
The images are unusual in their aesthetic appeal. After all, it’s not every day that you see the Hindu Goddesses Laxshmi, Saraswati or Durga made to appear as if they have been subject to gender-based violence – with tear stained faces, open cuts and battered cheekbones. But even despite (or because of?) the bruising around those divine eyes, the images are breathtaking – recreations of ancient Hindu paintings accurate to their last bejeweled crown and luscious lotus leaf.
I’ll admit it, I too was entranced by these ads when I first saw them. Having grown up in the heart of the American Midwest at a time when no one in the media looked even remotely like brown-skinned and dark haired me, I have a particular soft spot for images of glamorous Indian women. After childhood and teenage years believing that no one who wasn’t a blonde, blue-eyed Christie Brinkley look-alike could be deemed ‘beautiful,’ I’m still a complete sucker for images of traditional Indian beauty.
Yet, no matter how appealing, these ads are also deeply problematic. The reasons are multiple: