Rural households and computer education

Of late i get to see an advertisement by a computer training institution on the sun tv. It is very simple, no gimmicks, no brand ambassadors, no fancy make ups and expensive locales; yes before i forget, the message is not told in such an obtuse fashion that it challenges the intelligence of the viewers;the product gets forgotten in all such brain teasers.nor does one have to see it any number of times and clarify ones doubts about what the advertisement is trying to convey! The advertiser in such cases would surely get an award in some forum or the other, but whether the product that they are promoting will sellt 1 item more because of this ad is questionable.
In this scenario, this simple ad came through straight and touched my heart.Of course the theme is a stealer; women's education. The company addressed a 'felt need' of girls from rural households wanting to pursue vocations/studies which they wanted to, instead of being pushed into marriage.Perhaps the institute is addressing this target audience.The ad goes like this; a man with his young daughter carries some produce from his land to meet his employer in the town. He says the produce has been good and he is happy;and immediately says his next job will be to get his daughter married to a good person.The employer chides him and says since she studies well, i will put her through a computer education and he will fund the cost;to which the girl replies, this institute is setting up shop in her own village and she will write the scholarship test and succeed in the same;it will enable a 75% fee reduction!!
The message is loud and clear and told in the typical rural setting with their thinking pattern not disturbed, but slowly egging them to take the step to computer education; suggested by the man who has influence in the village; the computer institute has set up branches in rural areas too , so that the anxiety of rural women to send their daughters far away from the village is also addressed; and the pride and self respect of girls is enhanced by applying for and getting a significant portion of the fees reduced through scholarship; and scholarship is a word well understood in rural households and it is a good bait.
I can visualise girls from rural households use this ad to their advantage to push for higher studies in their chosen field.And what is more, many a mother will use it to push the cause of their girls and their education!!Hurray!!