Thursday, November 8, 2012

Mesti Baca !! Kontroversi Iklan Deepavali Petronas

Jika anda belum menyaksikan iklan Youtube tersebut :





Media massa , terutamanya akhbar Tamil mula menjadikan ini satu isu yang besar dengan menyatakan Petronas kurang peka akan perayaan Deepaavali di Malaysia.NGO-NGO pula mula mengecam akan membuat bantahan di seluruh negara jika iklan itu tidak dikeluarkan. MIC juga tidak kurang hebatnya membantah video iklan Youtube.

Alasan :

i)   Dappan Koothu  adalah tarian simbolik untuk upacara kematian.
ii)  Tarian itu tidak kena mengena dengan Deepavali
iii) Iklan itu tiada 'message' Deepavali seperti yang sebelumnya.

Berikut adalah penjelasan dari pihak Petronas :

PETRONAS wishes to thank all Malaysians for the feedback received for our 2012 Deepavali Campaign. 
Themed “Be the Light – A Celebration of Culture and Tradition”, our Campaign was conceptualised to reach out to a greater number of Malaysians from all walks of life, carrying the core messages of positive attributes and values associated with the spirit and celebration of Deepavali. 
 As in our previous campaigns, our intention is to help inculcate and promote the common values, tradition and culture that we share in multiethnic Malaysia – via a multi-prong, multi-media approach in keeping with the current communication trend and landscape. 
Essentially, the entire “Be the Light” Campaign – which runs from 5th to 25th November -- comprises the following: 
 - An exhibition in GALERI PETRONAS entitled “Be the Light – A Celebration of Culture and Tradition”, inspired by centuries-old Indian heritage and showcasing a snapshot of the culture and tradition observed as Deepavali is celebrated. This exhibition is the key driver in our Deepavali Campaign. 
-  A series of television commercials/greetings featuring talents and personalities who have starred in our past festive ads to complement the exhibition.·     

- A video clip “Do the Dappan”, embedded with positive messages, produced for broadcast on PETRONAS’ YouTube domain – also to complement the exhibition.·      
- A series of Deepavali greetings/print ads in local newspapers.
 
PETRONAS would like to thank various parties whom we worked with, particularly the Religious Division of Malaysia Hindu Sangam, whose advice and counsel were invaluable in ensuring that our exhibition and messages are consistent with and reflect the spirit of the festival.       
The celebration of Deepavali, with its vibrant colours and exuberant atmosphere, always offers a message of hope – each new beginning is an opportunity for renewal and growth. 
The celebration of the triumph of light over darkness,  good over evil is also about the positive energy inherent in all of us that could be tapped and spread for the good of society.  
Our Campaign – viewed in its entirety -- is inspired by and revolves around this positive energy, epitomised via the passion, drive and resolve of Malaysia’s Indian community which are indeed attributes that are universally relevant to all of us.
These positive attributes are something that we should all promote, inculcate and emulate.
 
 Happy Deepavali.

Petronas also produced Stem in conjunction with Deepavali.  


Komen Penulis :

i)Pembetulan kepada beberapa individu yang memberi maklumat yng kurang tepat bahawa iklan ini adalah iklan Television Petronas.

Realiti : Iklan ini hanya untuk laman Youtube. Petronas mempunyai iklan tersendiri untuk tayangan TV.

ii) PETRONAS tidak peka?

Rasa-rasanya Petronas CUBA elemen baru dalam mempromosikan Deepavali.   Adakah anda masih ingat Kolaveri dan Gangnam yang menjadi tarikan seluruh warga dunia? Asal kedua-dua video ini adalah dari Youtube. Lirik lagu yang 'mudah dan biasa' dari Kolaveri dan tarian yang menjadi tarikan dari Psy menjadikan kedua-dua lagu itu popular dan diminati ramai.

iii) Dappan Koothu tidak sesuai?

Apa yang menjadi pengukur kepada kita untuk mengatakan tarian itu tidak sesuai?

Persepsi bahawa tarian itu adalah tarian semasa upacara kebumian adalah salah. Tidak seperti tarian klasik India seperti bharatnatyam atau Kathakali, koothu agak tidak formal kerana ia mempunyai langkah-langkah yang tidak berstruktur, berulang-ulang dan penari tidak belajar melalui kelas tarian formal. Ia berkongsi penekanan terhadap perkusi dengan tarian rakyat yang lebih tua Tamil Nadu, seperti kummi dan kolattam.-sumber (klik disini) dan disini

iv) Salah siapa Petronas pilih tarian Dappan??

Kalau diikutkan ,hampir semua majlis/upacara/sambutan kaum India diserikan dengan tarian.Kita memberi persepsi bahawa tarian menjadi satu kemestian dan sebati dengan kita.

Thaipusam , Majlis Hari Jadi , Perkhawinan ,Malm kebudayaan.... the list goes on .. 














Rasa-rasanya Iklan itu boleh diambil sekadar hiburan. Dengan penjelasan yang diberi oleh Petronas dan kebolehan kita berfikir dengan lebih matang, penulis rasa perkara ini boleh dilihat dengan perspektif yang berbeza.

Kalau nak sangat berdemo/membantah , pergilah bantah tarian Dappan di Thaipusam. Penulis cabar NGO-NGO dan mana-mana parti politik termasuk MIC!

Jangan kecoh , its entertaining..so sit back and enjoy your Deepavali. 
 HAPPY DEEPAVALI FOLKS!!!!



Reactions:

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