The new Cadbury ad (See picture) gets my goat. Every time I see it, I zap it. Like a zit. It is just not in me to rise over my defeat and revel in my opponent’s victory. My blood runs on pride. It is my shortcoming. Forgive me for being an Indian.
However, as Cadbury wants us to make light of it, see the bright side and find merriment in getting vanquished, I suppose all of us should have celebrated when Sri Lanka defeated us. To me, every time we lose, I lose. Every time we win, I win. My relationship with the team is precious and patriotic. I do not have the large-heartedness or the thick skin to jump sides. Loyalty for me is unchanging. My goosebumps are reserved only for India.
Leander Paes and Mahesh Bhupathi got Rogered at the Olympics. Shall we ignore their pain and distribute chocolates? Switzerland won, after all. Akhil Kumar got pummelled and Gojan won. Hurray! Moldova won. Poor Rathore failed to even qualify. Let us celebrate his anguish. Ah! The Indian hockey team has not qualified for Beijing. But how many trucks of chocolate for Pakistan? At least they are playing.
Of course, I am irritating you. But that exactly is my point. Reality is not very forgiving and neither is defeat in sport conducive to selling more chocolate.
Then again, Abhinav Bindra won a gold. India’s very first. That is pure victory. True reason to celebrate. And that is precisely what is missing in the Cadbury ad. It misses the soul and the passion.
Unlike the time they got it right when Pappu passed his exams. It touched me and millions more. Because empathy for the underdog is powerful. And because celebration is about being honest. Celebration has to come from the heart. Not packaged as a made-up excuse. Somewhere, this Cadbury ad sounds glib. Dishonest. Trying a new advertising reason. And that unfortunately is not reality. In real life and in real sport, victory is sweet and defeat is bitter. And both are instantaneous. I love to celebrate my wins. I hate my losses. Period.
By the way, your son just failed and your neighbour’s son got the first rank. Here, suck some chocolate.