18 Again- A bitter controversy.

GV Rama Rao By GV Rama Rao, 28th Aug 2012 | Follow this author | RSS Feed | Short URL http://nut.bz/1lae553r/
Posted in Wikinut>Writing>Columns & Opinions

In these days of Viagra, silicone implants and enlargement or reduction of organs in a human body, the market forces are introducing several fascinating but controversial products.

18 Again-a bitter controversy.


In these days of Viagra and other medical advance, silicone implants, Botox, lipo suction, plastic surgery, enlargement and reduction of some organs of the body are common in the west. With a nick here, a tuck there, everyone is trying to improve his personal appearance and sex life. Looking good has become a lucrative business and individuals are spending lots of money and effort to be aesthete. It is understood people who look good make more money than their counterparts.

This culture has spread to India in the last decade. The procedures mentioned above and anti-aging devices, hitherto available only to the rich and famous are now within the reach of the ever expanding and now prosperous middle class.

However, in India the land of Kama Sutra, a bitter controversy is raging about an advertisement, for one product of this nature, currently being aired in all media.


The western men prefer women with big tits and a tight ass. The Indian male considers himself to be more macho than his western counterpart and has extra demands. Apart from the unreasonable demand of virginity, he insists on a perfect bride, fair, well built, well mannered, and well employed also. These unreasonable demands, bolstered by his mother who wants to show off her daughter-in-law as a jewel fit for the gem of her son, put immense pressure on and induce a strong sense of insecurity in an Indian woman. The relationship between the mother and her daughter-in- law, although changing slowly, is fraught and a matter of serious concern to all Indian women.

As if that were not bad enough, Indian male is terribly color conscious, and even a man with pitch black complexion wants a fair bride. This demand for fair brides has queered the pitch, and a woman with a dark skin, no matter how accomplished she is, feels insecure and inadequate to find a suitable man to marry her. This insecurity and a feeling of inadequacy continue throughout her marital life.

The market has taken note of this female insecurity and exploited it to the hilt. The fairness creams, which promise a fair skin within a matter of seven days, have been introduced and hyped by advertisements with endorsements of beautiful ladies. Nobody verified the efficacy of these creams, but the sales hit the roof and forced the manufacturers to step up production to keep up with the demand.

Creams for men.

The market, taking a step further, has introduced fairness creams for men and got the products endorsed by the reigning superstars of the silver screen. The creams for men are doing equally brisk business. Further, exploiting this fixation for a fair skin, it has introduced several creams for smooth, hairless legs and armpits and marketed them well.

The latest in the series, 18 Again, a cream for whitening and tightening the vagina, launched by a beauty queen turned actor but now a mother of twins and a champion of gay rights, has started a bitter controversy. Shobha De, a popular writer and columnist who does not mince her words, was first off the blocks. She questioned the propriety of introducing the product, rubbished the cream and asked the women first to check the efficacy of the cream and validity of the claims of the manufacturers.

She took up cudgels with the manufacturers for exploiting the female insecurity and also wondered why no one blushed. Once on a war path, she did not stop and questioned about male insecurities and inadequacy. She even extended her argument to male virginity and asked, “How can a sweet, trusting bride tell on her wedding night that she’s the one-the only one- her husband has ever touched?”

Another columnist Vaisha Roy took a stand to the contrary and questioned the whine about the 18 Again ad. She thinks the cream is just another box on the ever expanding shelf of this hyper-sexualized society. She only wants the marketers to exercise more restraint before pedaling these perfection myths.

Thanks to these arguments by the ladies, the sales of the controversial product are likely to shoot up.

The Indian male.

The Indian male has several problems about his sexuality. He falls for sprays and lotions which guarantee even effete wimps to turn into objects of desire. He goes in for products for improving his performance in bed and staying power. He has no hesitation to ask his wife to consult a gynecologist in case of any problem connected with sex, but steadfastly refuses to consult a doctor in case of any inadequacy of his libido or performance. He even hesitates to undergo sperm count test in cases of infertility of his wife. Of course, he, on the sly, consults quacks masquerading as sex doctors and pays through his nose for herbs and aphrodisiacs of dubious value. These so called sex doctors are minting money. It is only recently a few qualified doctors are practicing sexology and marital counseling, but their practice is not thriving.

It is high time the sexuality of Indian men and women, hitherto spoken in hush tones behind closed doors, is brought out into the open and debated freely to rid it off the long held prejudices.


Advertisements, Advertising Slogan, Botox, Controversy, Exploitation, Fairness, Implants, Inadequacies, India, Indian Men, Indian Women, Insecurity, Marketing, Marketing Management, Marriage, Marriage Counseling, Marriage Relationship Problems, Marrital Advice, Mother-In-Law, Motherhood, Sex, Sexuality, Silicone, Skin Beauty, Skincare, Tightening The Skin, Virginity, Whitening

Meet the author

author avatar GV Rama Rao
I am a retired naval officer and a published author with three books to my credit. I am a winner of nanowrimo competition for 2008,9, &10. I like humor best..

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author avatar Godsord
28th Aug 2012 (#)

its highly informative and good work. keep writing

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author avatar GV Rama Rao
29th Aug 2012 (#)

My dear Godsord,
Welcome to my space and thanks for your comment.

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author avatar M G Singh
28th Aug 2012 (#)

Nice post. Well done!

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author avatar GV Rama Rao
29th Aug 2012 (#)

Thanks Madan for your comment-crisp always.

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author avatar cnwriter..carolina
30th Aug 2012 (#)

most interesting GV...thank you

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author avatar GV Rama Rao
1st Sep 2012 (#)

My dear crwriter,
Many thanks for your comment.

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