Second marriages are not new in India, of course, and there are even websites aimed at the previously married, like But in the staid and traditional land of Indian advertising, celebrating such an event, particularly one featuring a confident, unapologetic bride, is brand new. The advertisement “steps into taboo land, the never-explored and deliberately ignored area of second marriages,” one advertising manager told the Economic Times. It has won enthusiastic praise, spawned Twitter accolades and spurred ongoing discussions on feminism in India.

As with many aspects of life in the world’s largest democracy, women often get the short end of the stick when a marriage ends, often finding themselves financially destitute and socially outcast. Existing laws require them to prove their husband’s income to get support, and a still-conservative viewpoint on divorce is common in many social circles. Those attitudes are changing, though.

“This is the thinking that most progressive people have,” Arun Iyer, the creative director of Lowe Lintas, the agency that made the ad, explained to Mint. “The ad makes a bold progressive statement,” he said. Casting it properly was equally important, he added, in an aside that says much about the prevalence of less-than-progressive attitudes in India: “It had to look like a marriage of equals,” he said, “not something that was done out of pity.”

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