The American Red Cross, in its early days, was known to have run a very special advertising campaign. Instead of telling the donors where their blood was going and who it was going to help the Red Cross focused on incentives. The prize blood donors received for their transfusion became the Red Cross’s selling point. The award winning Swades, directed, produced and written by Ashutosh Gowariker feels like the old American Red Cross incentive-based campaign.

The first word that comes to mind when considering Swades is dichotomy. The film generates two uniquely different interpretations. From the local perspective, Swades can be viewed as a “call-to-action:” the film pleads its local viewers to come to India’s aid. Noting the main character, this film even petitions NRIs (non-resident Indians). However, a completely different aftertaste is left for the global audience. For foreign viewers Gowariker’s movie shows an inside view of the problems plaguing Indian culture outside of its urban capitol. Swades’ plot, may lead some global watchers to believe that Indian politics is looking for strength from within and not from foreign aid.

The political messages run high through Swades. Despite the highly philanthropic political goals this movie seems to present, the acting entreats viewers to selfishness. The leading actor in Swades, Shahrukh Khan, clearly had troubles playing a role of charity. The film looked at from purely from his charater’s (Mohan) point of view seemed to be tale of a selfish man seeking to sooth his ego. Poorly timed and inappropriate facial expressions and actions made Mohan seem purely egotistical.

These qualities give Swades a unique quality. The film feels like an advertisement for philanthropy. It is as if to say Swades claims “come to India, help our people, live like a god.” The Red Cross’ incentive-based campaign was an utter failure: people began to perceive the Red Cross as fake, phony. Swades tastes the same way.