The most effective race-conscious American advertising did not begin with slogans like ‘Black Lives Matter’. It began with everyday scenes, subtle power imbalances, and familiar situations where bias is felt, not explained. For example, in P&G’s ‘The Talk’ (2017), there are no villains or slogans. Bias is communicated through anticipation, and the power imbalance is felt in pauses, glances, and tone. In the context of caste in India, think of the separate teacups again. There won’t be a dearth of examples. But creatives must get permission to be subtle.
