Ire over Israel firm's marketing video

A Bollywood-type marketing video by an Israeli arms firm showcased during Bangalore Aeroshow 2009 has stirred up a row because it depicts India in bad taste.

In the music video made by Israel-owned Rafael Advanced Defense Systems, India is portrayed as a woman clad in Bollywood dress drooling over a man, who represents Rafael, for "security and protection."

The man croons: "We've been together for long. What more can I pledge to make our future strong?"

The woman then sings: "I need to feel safe and sheltered... security and protection, commitment and perfection, defence and dedication."

The duo dances along with a few female dancers next to Rafael missiles.u00a0

'Worst video'

The anger over the musical video is palpable in the cyber space.

"Worst Corporate Promotional Video Ever", says the headline of Attention Scan.comu00a0

"This video is wrong on so many levels. Not only is it culturally insensitive but it's cheezy (com'on...flower-draped missiles?), insulting, and has extremely bad production values," says the site.

Bloggeru00a0Tushizap says that the video "might even put to shame some of our b-grade movies and somehow."
He wonders why there was "no buzz in our media about this video or the company that brought out this farcical piece", despite the fact that it was showcased in Bangalore in February.

The blogger says Israeli arms manufactures definitely see India as a customer with a lot of potential.
"While they try to push their agenda through some Mujra look alike performance trying to enchant our nation, on the other hand we should not forget that the ulterior aim of these companies areu00a0 larger instability in the region and more arms sales," adds the blogger.

'Beware of them'

He warns the nefarious activities of these arms companies whose "profits are dependent on conflicts and wars."
"The masculination of Israel and feminisation of India may be somewhat insulting to India but is far more natural than the reverse," says blogger call spade a spade.u00a0

"One thing though I now know for certain - Indians make far better bollywood clips than Israelis," adds the blogger.

Blogger Christian Radicalu00a0informs that the video "cost $15,000 to produce, and was directed by the independent director Avishai Kfir in Israel. The actors are Israelis of Georgian and Indian origin."

"Freakishly weird video.. I hope the Indian Government takes it as an insult to the culture of India," says a comment in Shilpika's blog.u00a0

"Just show it to the terrorists and they will die laughing. And India will not have to pay for the college educations of the children of Israeli defence contractors," says blogger Griersun.u00a0

Blogger Poles Apartu00a0is not so harsh on the video.: "Apparently, the singing 'damsel in distress' represents India while the crooning male is Israel. My first reaction to seeing this video was, "Is this a joke?!" I mean, Bollywood song-and-dance sequences to sell weapons and secure arms deals of all things?? Wow, the marketing world seems to be thinking outside the box for sure!"

The Danger Room blog calls the video the "most atrocious defense video of all time."