There are only two truths in life. Birth and death. Death creates maximum insecurity; thus, Yamraj, the lord of death. In Hindu (majority in the country) mythology, Yamraj presides over the cycle of death and rebirth, ensuring the proper record of karma and deciding on the soul’s destination and journey after death.
Death is a sensitive subject in its culture and spirituality. Hence one would think that the representation of Yamraj in advertising requires a thoughtful and respectful approach. However, Indian advertising has stereotyped Yamraj, presenting him as trivial and comical. There seems to be no risk when using and depicting Yamraj in advertising. It is mostly Insurance and Public Service Advertising ( PSA) which has used and abused Yamraj.
One understands that the depiction of Yamraj needs innovative, creative representation that is contemporary and relates to the generation while respecting traditional understanding and symbolism. In fact, a few brands like Fevicol M-Seal and Max Life Insurance have used death in their communication. It is a subject I have earlier written in ‘Slice of death- advertising’.
Yamraj and Insurance
Life insurance and death are interlinked. The life insurance brands are forced to hint and touch on the subject of death, and they do it wisely with sensitivity smoothening the fear of death. However, Yamraj, the lord of death, is not often used and when used, is a stereotypical character.
Policy Bazar, in the past, has humorously connected death and insurance. This time Policybazar.com has used Yamraj to answer the simple truth about not delaying buying an Insurance policy to protect the family against life’s uncertainties like death and disease. It used a market and Hospital situation to make sense of the suddenness and uncertainty of death. The message is simple ‘Taalo Nahi, Le Daalo’ (Don’t delay, just buy it’ addressing the issue of procrastination in purchasing a policy.
Edelweiss Tokio Life Insurance’s campaign ‘Yamraj to Rescue’ campaign used Yamraj to drive home the road safety message. It focussed on reminding the people about following traffic rules, crossing only at the Zebra crossing, driving only when the light turns green, and using helmets and seatbelts.
Yamraj- Lord of Death And Food.
Yamraj is comical in Namaste Desi Ghee advertising.
In the advertisement, Yamraj comes in to take Dadima’s soul. Dadima asks him to wait, serves food, and shares that the tasty food uses namaste Desi Ghee. However, she also informs him that she won’t be able to cook such delicious food in Haven as the brand will not be available. Yamraj takes some food for the way. He also extracts the promise that he will come and Dadima will serve him food made in namaste Ghee.
The concept of death is used playfully. It makes one smile even though Yamraj is more of a joker in the advertisement.
Yamraj And Deals.
Snapdeal.com campaign highlighted ‘irresistibility’ with deals on the site. They are good enough to entice Yamraj, the God of Death. Yamraj then grants life to the person who offering the deal. The ads man parachuting, delivering the package, Hospital and Runner, are simple and straight, demonstrating how Yamraj uses the deals on Snapdeal. Delivery person edits, and both are simple- straight.
PSA- Helmet And Yamraj.
HONDA has a simple HELMET ON LIFE ON campaign. Here Yamraj monitors who is wearing a helmet and who is not. It humorously brings alive the silly excuses for not wearing the helmet and the possibilities.
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Western Indian Railways used Yamraj as an activation device to deter people from crossing or trespassing railway tracks. Chennai Traffic Police has also used Yamraj in the ‘Drink and be driven’ campaign. Governments in Andhra, Uttar Pradesh, Uttarakhand, Bengal and Bihar used Yamraj to drive home the caution message during Covid.
NETNET.
I am not sure if the comical depiction of Yamraj- the lord of death is acceptable, right or wrong. The character has limitations and has been used mainly by Insurance brands and in PSA. However, brands like Everest Sheets and even IPL had a Yamraj ad. Then there is the BJP ad using Yamraj against Kejriwal. Effectively, it has to be humorous and have a direct association with the brand. In the absence of it, one may end with an ad like Jaquar. Using death can be more straightforward.
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