Guest post by ABHIJIT DUTTA

It is not every day that you wake up to find your Twitter timeline flooding with the assertion that Kashmir – of all places – is happy. Dangerous? Of course. Beautiful? well, yes, the postcards are pretty enough. Angry? Sure, they look it. Radical? Oh god, yes. Happy?
If you ask Manu Joseph, author of Serious Men and editor of Open, the answer is yes. In this article, he talks about his interactions with “regular” people in the valley – the non elite, the non journalist, the non artist, the non writer – and is convinced that Kashmir is ready to move on. That it has already moved on. That Kashmir is happy. As proof, he offers these exhibits: (a) record high tourism numbers, (b) 2010 IAS topper Shah Faesal (who tells him “commonsense is finally winning”), (c) a meeting of a District Magistrate with elected leaders of a village (“not a word about politics”, says the DM to Mr. Joseph, “They want to talk about things that matter to them and their families”) and (d) the desire for city life (“we want KFC”).

Well, the truth is that I care two hoots for Indulekha Hair Oil, their stupid ads, and the wide-eyed chubby-cheeked teenage girls who they usually cast as epitomes of Malayalee feminine grace. All of Mallu FB world is agog with discussion about a brainless ad for the Indulekha Hair Oil, in which a fiery-looking woman whose dress-style follows the dress conventions of our Malayalee AIDWA Stars, bursts with indignation over the terrible harassment that women with long hair face on buses, how we are all forced to cut off “the hair that we have” (‘Ulla mudi’) and go about with short hair “like men” because of this horrible injustice, and finally, how we all ought to grow our hair long (and let it down, possibly) and hit back at such harassers. This stupid ad is actually only one among other stupid ads for this hair-oil which uses currently-common ideas like ‘women’s collectives’ (stree koottaimakal). All of them are jarring since the concepts they use, and what they aim at, simply don’t mix.Part of the outrage has been fueled by the fact that the ad uses as a model Sajitha Madathil, who is well-known as a feminist theatre activist in Kerala. 
