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Every working woman can relate to the new Tanishq ad that destroys all types of sexist stereotypes in just 3 minutes.
‘Workplace sexism’. Two words that resonate with millions of working women across India. The everyday challenges that working women have to put up with is astounding. They are looked down upon for everything — promotions, pregnancies, working late, etc.
The new Tanishq ad is a breath of fresh air that challenges patriarchal notions of what a woman can do or cannot do. The ad documents the experiences of women from various stages of life — an intern who is struggling to prove herself amongst her seniors, a mother who is juggling hard to maintain a work-life balance and a pregnant woman who refuses to be sidelined due to her pregnancy.
The poem titled “Last thing on my mind” that runs in the background will resonate with anybody who is walking the fine line between work and personal life. Lyrics like “The catch that we shouldn’t have a screaming match“, or, “Or how just by telling a few dirty jokes, I become less of a woman and more of a bloke” and even for that matter, “We are not long term, is something they believe. Because soon we’ll get married and go on maternity leave!” will connect with women going through any phase of their life.
Lastly, the ad also documents how at some point or the other, most women are judged based on “how they sit and smirk. That if a girl looks good, She’s probably not good at her work.”
If you still haven’t seen this video, watch it here:
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Neena was the sole caregiver of Amma and though one would think that Amma was dependent on her, Neena felt otherwise.
Neena inhaled the aroma that emanated from the pan and took a deep breath. The aroma of cumin interspersed with butter transported her back to the modest kitchen in her native village. She could picture her father standing in the kitchen wearing his white crisp kurta as he made delectable concoctions for his only daughter.
Neena grew up in a home where both her parents worked together in tandem to keep the house up and running. She had a blissful childhood in her modest two-room house. The house was small but every nook and cranny gave her memories of a lifetime. Neena’s young heart imagined that her life would follow the same cheerful course. But how wrong she was!
When she was sixteen, the catastrophic clutches of destiny snatched away her parents. They passed away in a road accident and Neena was devastated. Relatives thronged her now gloomy house and soon it was decided that she should be married off.
Being a writer, Nivedita Louis recognises the struggles of a first-time woman writer and helps many articulate their voice with development, content edits as a publisher.
“I usually write during night”, says author Nivedita Louis during our conversation. Chuckling she continues,” It’s easier then to focus solely on writing. Nivedita Louis is a writer, with varied interests and one of the founders of Her Stories, a feminist publishing house, based in Chennai.
In a candid conversation she shared her journey from small-town Tamil Nadu to becoming a history buff, an award-winning author and now a publisher.
Nivedita was born and raised in a small town in Tamil Nadu. It was for schooling that she first arrived in Chennai. Then known as Madras, she recalls being awed by the city. Her love-story with the city, its people and thus began which continues till date. She credits her perseverance and passion to make a difference to her days as a vocational student among the elite sections of Madras.
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