How 'responsible' are our brands?

The TV, for me has become some sort of a meaningless drone in the background for a long time now. Recently though, I was irked by couple of ads caught my attention.


1. Relaxo footwear brand for kids: Shows couple of school kids (8 yrs or so) fighting a villain - an adult, in a crowded marketplace and looking smug at their victory and the admiration of passers by. This is serious fight mind you, like the ones you see in B'wood movies. What crap! It is a footwear brand for god's sake, can't the agency think of a better story? Where is the censor board when we need them?

2. Complan: A mom tells the story of her son who was short and hence had to endure some teasing from other taller kids (calling him 'chottu'). Heart broken, she vows to work on his height. Enter Complan and now her son is tall and she can walk with pride. So moms of short boys, what a shame, go hide your face! And yes, teach your kids to yield to the teasing - if you are teased about being short, go find a way to get taller or go hide! How wonderful!

We talk about Barbie, fairness cream ads and the likes being a bad influence, making girls take a certain biased view of beauty and so on. I see this ad as doing pretty much the same thing to boys. It ridicules boys who are short putting a lot of undue pressure on growing boys (and probably on the moms as well), poking a hole in their self esteem, making them under confident.

We all know that there's only so much a health food drink can do. There are the genes - the biggest determinants and a lot of other things that influence height and we all know that a good percetage of our population is below average height. So what are these ads seeding in the innocent, vulnerable minds? Don't these brands have any responsibility towards their audience and the society? Is selling (by whatever means) the only agenda?

When will we go beyond physical limtations and start focusing on more important things like being socially responsible, sensible, etc.? When will we start appreciating people for what they have made of themselves than what mere chance has endowed them with? Don't get me wrong here, I'm not saying we shouldn't celebrate beauty, but not at the expense of making the rest of the kids feel inferior.

What's your take?