In this monologue, I want to share my views on the latest Tanishq advertisement controversy and the deeper problems with this kind of messaging. The Tanishq advertisement is not a one-off incident. It is a trend which stems from this weird concept of the one-sided sameness. I came across this concept when I read the work of Rajiv Malhotra in his book Being Different. I found his proposition very interesting and have been trying to develop it in different cultural contexts in my own way. But I always believe in crediting the source where I read concepts from.
One Sided Sameness
