At The Edge

from The Indian Express dated December 9, 1942

A collection of World War II ads dated 1942 published in The Indian Express by the British Government as part of its war efforts and for taking on Congress challenge. A really good Ad. The image is just too in-genius. Suited-Booted Smiling Japanese and a simple Indian villager. Contrasts of the image drive home the message shockingly well. July 22, 1942. Portrait of the enemy. "The Jap. soldier moves through the jungle paths wearing singlet and shorts, rubber-soled canvas shoes, and tin hat. He carries a sub-machine gun, spare ammunition, stick grenades, water bottle and a machete (heavy bush knife) for hacking his way." January 16, 1942. And portrait of the enemy inside. August 2, 1942 August 1, 1942 January 16, 1942 Figting Goondas in December 1942 War needs money. And Men. Recruitment ad for Indian Air Force. February 17, 1942 -0-

"...can talk with or see your dead relations or friends. You can see your beloved no matter how far they are from you or not known to you. This mirror is made according to the science of Mesmerism." Jan 24 1943. The Indian Express. "...prepared with the wonderful herbs gathered from Kailas". And not from the world of Hatim Tai. Tais selling Magic Mirrors. Mar 26 1942. The Indian Express.

Covered Wagon Nearly two centuries ago, men of many nations loaded all their possessions on ox-carts and adventured into the Virgin West of the United States. In the sweat of their brows always, and in their life-blood sometimes, they subdued Nature to their needs and built their homes. And then this people of the New world turned their pioneering drive to make a society in which all men are free. These are the people who have committed themselves through their President to Defend human freedom all over the earth. The United States has sent its fighting men to India as crusaders in the cause of liberty - pledged to crush those who would enslave mankind. America Fights for Freedom Issued by the United States of America ~ A World War 2 advertisement by United States Government publicizing the assistance provided to India. Published in Jan 24, 1943 issue of The Indian Express. Found it in the archives of The Indian Express available at Google news. [Check it out her

Pyar andha hota hai. Bith Control means to insure Blind Love Risk. Ovanil. Which assures the public that it insures this blind risk in such an easy and quite harmless way. - Ad for contraceptive pills published in FilmIndia Magazine, August, 1943 Interesting thing is that the ad was also published in Urdu. In the issues from that and later decades, I couldn't find any other Urdu ads. Curious.

' Kyonki main Kali Hu !' Smita Patil in Badle Ki Aag (1982) Flawless Snowlike Complexion Ther's nothing so radiant, so soft, so pure as a complexion made lovely with AFGHAN SNOW. This famous beauty product protects the skin against sun, wind and dust. Asia's most famous Beauty Aid. From FilmIndia magazine, 1941 -0- If you look at the newspapers, you see advertisements for some cream called Afghan Snow or Fair and Lovely. And all these while women in Bollywood films! Ninety percent of the women in India are black. But, according to Bollywood, if yoou're not white, you're not beautiful. The risisng international popularity of Bollywood films worries me. Most of them reinforce some terrible, some very disempowering values. poor people, the Dalits and the Adivasis, are mostly black. There's an apartheid system at work here, for anyone who cares to notice. - The checkbook and the cruise missile: conversations with Arundhati Roy By David Barsami