In a country that won’t acknowledge sex toys, a model relates her experience appearing in a video ad for a vibrator
India—with its vague, colonial-era laws on obscenity—significantly (and often arbitrarily) restricts the market for sex toys (which cannot be openly advertised, displayed, sold, or imported qua sex toys). Against that backdrop, Thoughtfox reached out for an interview earlier this week to Pratibha Mukherjee, a Bengaluru-based Indian model who recently appeared in a video advertisement for a vibrator—a product designed to be used for sexual stimulation (though also usable for non-sexual massages). The interview was conducted, via email and Facebook Messenger, by Dr. Piyush Mathur over the course of a few days in November, 2023; the interview script was edited, with the consent and cooperation of Ms. Mukherjee, for clarity and flow.
Note: At the request of concerned persons, on November 28, 2023, Thoughtfox removed from this interview the name of the company and the link to its video advertisement discussed in it.
Mathur: How exactly did you land this assignment?
Mukherjee: This assignment was with a company whose owner is a European acquaintance of an old friend of mine. So my friend told me on Instagram that her friend had been looking for an Indian model for advertising a women's sexual-wellness product, and she wondered with me whether I might be interested in doing this assignment (She also sent me the script along with a description of the product.)
Mathur: Did that European person tell you why you were considered suitable for this assignment?
Mukherjee: He depended on my friend’s inputs; maybe he looked up my prior work on the Internet through my friend.
Mathur: What made you accept this assignment?
Pratibha Mukherjee
(Photo credit: Withheld upon request)
Mukherjee: My friend had explained the product to me and given me an idea about how the filming would be done in terms of aesthetics; she had also assured me that the video would portray my character discreetly. Based upon that information, I had decided to go for this job.
Mathur: Why was discreetness in portraying your character pertinent here?
Mukherjee: So it is basically an advertisement for a vibrator—a sex toy. Perhaps because I am an Indian, it took me a lot of courage to accept this type of an assignment. But I found it really interesting and bold: It is meant to spread awareness among Indian women about the availability of sexual-wellness products and to fight the taboo associated with them. I thought it was a great opportunity for me to do something new.
Mathur: You say that it is ‘bold’; but when I saw the published ad, I thought it was exceedingly subtle (rather than bold)—in that the character you play is filmed putting colours on a canvas: She starts out intensely—putting those colours on the canvas—and sort of becomes intenser in her efforts until a point when she smiles in a relaxed way, and then there is an indication of completion, satisfaction when the (abstract) painting is finished (which had included a sort of a vulvar shape in red). There are quick flashes of slightly revealing images in between.
Now I know that ‘bold’ is relative; so, what is ‘bold’ to you? (You did a great job, by the way, putting those colours on the canvas.)
Mukherjee: Thank you. By ‘bold’ I mean something involving a risk, or someone taking a risk. To be part of this kind of an ad is to take a risk in India.
Mathur: You would be right about that—let’s hope not too right, though. That having been said, the ad itself seems far from risqué! Anyway, what were some of your previous modelling assignments?
Mukherjee: I have modelled for a YouTube channel called Sareediva Fashions—for its fashion videos promoting Bengali sarees (handloom, red, cotton, and others); I have also appeared in e-commerce ads and print ads.
Mathur: Given that this was your first assignment promoting a sexual wellness product, how were you feeling while going for the shoot, during the shoot, and after having finished the work? I mean, did the shooting experience match your emotional/intellectual expectations or did it offer any surprises?
Mukherjee: I thoroughly enjoyed the shoot. They wanted me to look as natural and raw as possible. The owner himself, my friend and the cameramen were present during the shoot. They made me feel really comfortable. I just followed their instructions. Though I was a little worried about how people—especially my friends and family—were gonna react after seeing this commercial, I completed my work professionally.
I learnt interesting things during the shoot: This was the first time that I actually saw this type of a product directly (and also held it in my hand for the shoot, as you can see in the ad). It was a whole new experience for me to explore something like this. I also learnt how every culture has its own beauty—as this product comes from outside our culture. I wish every woman expressed her feelings and desires openly.
Mathur: Well, for what it is worth, several surveys from the US have indicated that around 45% of men have used a vibrator for sexual stimulation! I just wanted to put this out here to prevent Thoughtfox readers from coming out with the impression that vibrators and other sexual wellness products are all about women, you know what I mean? That caveat aside, your wish is sure very well-intentioned.
Now, there was a gap of several weeks before the video of your shoot was released to the public. I am sure you felt a sense of fulfilment and elation upon seeing the final product of your efforts as a model; that aside, what were your thoughts upon seeing the advertising video when it came out—perhaps in comparison with or in contrast from the time you were headed for the shoot and during the work itself?
Mukherjee: I eagerly waited for the video to be published and to see it myself. I would say I had mixed emotions upon seeing the ad: I was extremely happy but also knew that I wouldn't receive appreciation from everyone—and I was already prepared for it.
But I believe that I am not sending any wrong message to the viewers. I hope the mentality of the people will change. It's one of those things that aren't really spoken about publicly in our society.
Mathur: This is not the type of thing that is really talked about in other societies, either—given that it is too personal; however, in many countries, people are more aware of these instruments and their market is far more transparent and far less restricted.
You have done several video-based assignments now—and you also received the ‘Perfect Face’ award earlier this year at a beauty contest in Chandigarh. As a professional within the fashion-cum-entertainment industry, what is in store for you in 2024—and what sorts of assignments would you prefer to do here on out?
Mukherjee: Yes, that was the ‘Mr and Ms India Global 2023’ event held at Chandigarh on April 13. For being honoured with the ‘Perfect Face’ award at that event, I thank the celebrity judges (Prince Narula, Rohit Khandelwal and Ginni Kapoor) and organisers from the bottom of my heart. It was just like a dream.
As to my future projects, I have a Hindi web series in hand; its shooting has not started yet. Apart from that, I aim to work in fashion and wellness product advertising, movies, serials, and music albums. I believe in patience, dedication and in choosing the right people to work with—as the glamour industry has many hardships.
Mathur: Sounds exciting! Ms. Mukherjee, thank you so much for granting Thoughtfox this interview through your busy schedule—and we wish you all the best!
I also hope that this company comes out with similar ads in other Indian languages—and without mixing them up with foreign words, either, as if to avoid embarrassment (as many Indians tend to do when it comes to communicating matters of sexuality publicly and even otherwise).
Mukherjee: Thank you for giving me the opportunity to appear again on Thoughtfox.
Dr. Piyush Mathur is a Research Scholar at Ronin Institute, New Jersey.
If you wish to contact Thoughtfox for any reason—or send a message for Ms. Pratibha Mukherjee or Dr. Piyush Mathur, then use this form. Your message would certainly be forwarded to the intended party. You may also post your comments on this interview further down the page.
Background references:
Deswal, Bageshwari (March 16, 2021) ‘Sex toys: an ethico-legal conundrum’ The Times of India (Downloaded from the following URL on November 27, 2023: https://timesofindia.indiatimes.com/blogs/legally-speaking/sex-toys-an-ethico-legal-conundrum/)
Mateo, Ashley (December 19, 2022) ‘15 vibrator facts everyone needs to know’ health (Downloaded from the following URL on November 27, 2023: https://www.health.com/condition/sexual-health/vibrator-facts)
URL:
https://youtube.com/@SAREEDIVA?si=WhZvWqYN2f-hFNoI