Most of us are aware that surrogate marketing refers to intentionally utilizing a company, person or object to help convey the message of another party. It can be used to indirectly promote products or services deemed by some groups as being unhealthy, unethical, and immoral or, possibly, illegal through activities that are viewed as acceptable forms of promotion. For example: Bacardi and Royal Stag launched their music cd’s and Kingfisher enter the segment of mineral water.
Coming to The Dirty Picture, it is a biopic on the life and times of Silk Smitha, a sought-after actress of the 80s. The movie is studded with ravishingly amorous dance numbers by Vidya Balan and this is what is shown in the promos. It was a much awaited release of the year because of its popularity in the public due bold and provocative skin show. The film has taken off very well in terms of the revenue.
In the Indian society, Love, desire and fantasy are considered to be the prerogative of the vamp hence absolutely nothing is discussed about sex and masculine fantasy. This is where the story writer has used the larger than life and exuding excess seductions to convey the hypocrisy of society and of the male imagination. A very interesting take away from the movie can be morality is what keeps duty( Wife) and desire(A sexually liberated girl like Silk) apart.
I think the public has got swayed away by the celebration of life, excess skin show and couldn't catch the essence of the film- male hypocrisy and the liberating power of sexuality ( both a No- NO in our society). Therefore I would say, the film has used surrogate marketing technique but public has not caught the correct strings like those of BagPiper..... Soda.
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