Introduction:

This is an Ad by All Out India with a message that Mother should be Tough when it is required.
The director has put his thoughts into this clip where a child has stolen 10 rupees and the mother
got angry with the child. Her anger upsets the Child and he refused to eat food, everyone was of
the view that she should not behave tough as it is a question of just 10 rupees. In the end, the child
ate food and have happy moments with her mother. There are many things happened between
beginning and the end. During those in between conversations, the director has tried to bring in
other dimension of being ill-treated by mother in laws and other relatives of her husband.
Therefore, I am analyzing this complete AD as my point of view to determine whether Director is
successful in giving the message what he intend to. I am covering the analysis mainly in two areas
and then concluding with my remarks.
1. Ad Flow and Content
2. Critics Analysis
3. Conclusion

Ad Flow and Content:

The Ad started with the dining table where all the family members are having dinner together. By
doing this, director has connected with audience very quickly as it related to our joint family
culture. Continuing from there he further brought the culture where mother in law usually taunt
her daughter in law and supported by the siblings. The director has also portrayed the daughter in
law as a silent listener among all the abuses and allegations on her. The language used by most of
the family members are very common in joint family culture. The dresses, home setup, sitting
arrangement on dining table absolutely resembles to a common person house and hence attracting
and connecting with audience. The overriding voice of Grandfather during the end reflects the
patriarchal system exists in our society and the way he has used his power and authority to handle
the situation to set the things right. The flow of the Ad is good and director has done a good job in
time management aspect. He has not dragged it long to make his audience bored or disconnected.
Director is successful to connect with its audience and retaining them until the end of the ad. The
reason behind this the dialogues, scene setup and even story plot makes everyone feel anxious and
relating the movie to some of their known situations.

Critics Analysis:
The intent of the director is good and honest. In a short movie, he has touched upon many aspects
of our culture. Form the very first scene he portrayed mother as caring mother because even though
her son has stolen money but she was still serving food to him and the same he reflected at the end
where she was switching on the All Out and helping her son for his homework. He has also
portrayed mother as having a great patience when every one of the family member was abusing
and taunting her and she never shouted back or replied. She has been shown as very generous as
she instantly smiled when her father in law support her in presence of everyone.
While director is successful in portraying mother as caring, tough and having lot of patience, at
the same time director has flawed in bringing the true spirit of joint family. From the movie it
looks like that, all other family members are supporting the wrongdoing of a child. By showing
senior members of the family like mother in law and especially husband when he says that “Mere
purse se hi to nikala hai aur tumare baap se to nahin liya” is sending the wrong signals in the
society. There may be a reason that actually they want to abuse and taunt her, therefore using this
incident just as a chance. In that case, the director has failed to convey the message that Mother
can be tough there also while dealing with those unwanted barbs as it is a question of her Child’s
future. Director has also portrayed the dowry system, ill-treating by mother in law and her other
family members. Even though I agree that, these things exist in our society but could have
portrayed it in a different way. All the other women in the movie were also mothers so there could
be a better way of presenting this scenario. There were other kids also on the table and they can
easily catch those negative thoughts when their seniors are supporting.
This clip has also presented the glimpse of leadership skills when grandfather has put his words
very straight and clear to stop all those abusive and taunted mouths. He has also appreciated her
daughter in law in the presence of everyone.

Conclusion:
The director has been successfully conveyed the message to stand out with Tough Mothers and
the plot he has chosen is also very simple. His quick connection with the audience and ability to
retain them with him until the end proves that flow of the content was phenomenal. He is also able
to bring the fact about existence of dowry system and abusive treatment to daughter in laws in our
society and only tough mothers can withstand that balancing between justice and so called family
values.
On the other hand Director might have used a different plot where there was no need to show the
senior members of the family are supporting the child for his wrongdoings. As it said that human
tendency to pick negative thoughts are much faster than the positive ones so this clip where around
80% of the dialogues were on negative sides might diminish the message the director actually
wants to convey. My overall rating to this Ad will be 3 on the scale of 5.