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ANALYSIS
presentation by -
Preeti
Sehrawat
00720602419
BAJMC , 1st
In 2012, The Hindu released a new ad campaign titled Classroom. The campaign, created by Ogilvy,
expresses the daily's viewpoint on how Indian youth perceives its politicians and parliamentary proceedings.

The TVC begins with a college professor announcing that the class will have a political discussion on rural
development bill. He further explains that those on his left side will speak in favour of the bill, while those
on the right will speak against it. In the end, he adds that he expects complete parliamentary behaviour. In
the next sequence, a student from the right side gets up and starts making his point. Next thing you know,
students from the other side get up and start attacking his notes and pulling him down. In no time,
pandemonium breaks loose between the two sides of the classroom.The popular Hindi bhajan 'Vaishnava
jana to' starts playing in the backdrop. A super appears in the foreground, that reads: 'Behave yourself, India.
The youth are watching.'
 Analysis
Black & White ( VISUALS ) :
The whole advertisement have Black & white visuals, except the end where their is a logo of The Hindu
with white background which represents the Truth/ Transparency. Black &White is a powerful medium,
focuses on the shadows( of politics in India & parliamentary practices) , shapes ( the subjects - members of
Parliament, ministers, contrasts (of ideologies,democratization, thoughts , communication , strategies for
Nation building to abuse, fights, heckling, which is crushing the future and highlights ( dereliction of
duties & immoral practices by our accountable government ).

Appeal :
The ad is somewhat sarcastic in nature, addressing the bitter truth. Using of words like '' I want proper
parliamentary behaviour " before the actual proceeding/ fighting, just make whole advertisement an eye -
opener for the audience/ nation.
Music : Use of 'Vaishnava jana to', which bring out a spectacular irony.
 Target Audience :
The advertisement targets the youth ( future of the nation ), Adults and Older age group , people who
are behavior setters ( working towards building nation/ India ).

Cause :
The decline in political culture that this ad mocks is one important aspect. The bad behavior : intolerance,
exploitation, indiscrimination. Also, how some people simply don't care ( 2 people in the ad watching something
in the phone during this whole fighting scene ).
( SAD REALITY ).

Message :
The Hindu urges politicians to behave, because the youth are watching.
Country needs powerful role models, one needs to caution that their actions can spark off behaviour
which can be damaging.
Thank you