Cultural Rethinking - Relationships

There was a time in India when love was the stuff of Romeo and Juliet. A relationship was serious business, meant to result in marriage and survive all odds. Unrequited love was sheer torture, and moving on was unheard of. Of course, nothing reflected this better than popular Bollywood cinema.

Today, however, reality shows like Channel V Dare 2 Date, Love Net paint an entirely different picture. Judging by the young people on these shows, there seems to be a new casualness to relationships. It’s no longer necessary to end up with the first boy you like, and the interesting part is that it’s fine not to be heartbroken about it.

 
 
Some marketing communications is now reflecting this trend, aiming to identify with the new breed of urban cool. The traditional pain of parting is replaced with a friendly shake of hands in recent work from the telecom Tata Docomo (which uses the line “When every day is different, why have a fixed plan?”); youth-oriented watch and accessory brand  FastTrack emphasizes that it’s cool to “move on.” As young India grows more practical over matters of the heart, watch for more youth brands to take note of this trend.


Also shows like Emotional Atyaachar shows a very obscene side of today's relationship where Pre martial sex, cheating on your partner & Flings are no longer considered as a taboo. In the Indian situation, for many years, sexual relations were kept discreet. But no longer when shows like this airs on national television. Watching such shows the young generation become intrested which led to sexually active life and the explosive increase in the number of couples living together without being married. sexual intercourse have seem to have become an integral part of  unmarried relationships. More significantly, the acceptance of unmarried sexual relationships seem to have evolved into acceptance of unmarried cohabitation.