India Plus-Sized Jeans Ad Uses Images of Women to Make an Elephant

 - Feb 2, 2009
References: adsoftheworld
The illustrations in this ad for Revolution India Jeans are beautiful; it’s no surprise that some of the most stunning illustrations in the world originate from India. What is surprising, however, is the imagery used in the ad. It’ll be interesting to see the global response of women to this Revolution India Jeans ad, especially in North America.

The ad features an illustration of an elephant comprised of several plus-sized women. In India, the elephant has long been an animal that garners a lot of respect. However, in Western culture the word ‘elephant’ is also used as a euphemism for someone who is overweight. I don’t know about you, but a comparison like this one would merit me a slap in the face from some of my female friends.

The ad was created by advertising agency JWT Delhi, India, with creative direction by Soumitra Karnik, art direction by Sumati Singh and copywriting by Charu Chhitwal. The wonderful illustrations were produced by Achintya Biswas.