Women in advertising are often relegated to very stereotypical roles such as the mother whose revolves around getting stains out of her son’s shirt! Was 2016 the beginning of a change?
2016 was the year that women’s empowerment made a big splash in branding with companies big and small climbing on the social cause platform. You can see women everywhere, and why not? A mother, a teacher, daughter, a confident single woman, an ambitious entrepreneur, a wife and so much more.
With 2017 starting, let’s have a look at how women in advertising came into their own in these recent campaigns.
This ad will make you look at women’s success in a whole different way. Titan a powerful and a refreshing concept. They are aiming to breaking the stereotype of how people perceive women’s success everywhere. This ad was much appreciated on different social media.
Another powerful ad by one of the most popular fashion retailers of India. ‘We salute the women who continue to break stereotypes’ is the theme behind their short film, that aims to break the mould about how women should look and what they should do.
A 5 minute short film perfectly explains that there is no right or wrong time to do something you are passionate about. This video takes us through the life journey of four women – Shaheen Mistri, CEO Teach for India, Lavanya Hariharan, Founder & CEO Pamperazi.com, Megha Mandloi, Uber Partner and Jyoti Patil, Uber Driver-Partner.
This clothing brand has chosen a theme of how women are perceived in this world, and the message is conveyed by children. Children are innocent and they believe what the world shows them. Make a world where women can play football, join the army, become a pilot and do anything. This message has been conveyed beautifully by Arrow.
This brand wants every woman who loves to play to continue with sport and not back out. We usually see many women playing for the college team, but they never go further because of family pressure or the pressure to get married.
This ad shows an individual woman perfectly keeping a balance between her personal and professional life. Godrej portrays it beautifully and shows how different women became successful and overcame their anxieties.
‘We mean Business’ is the motto of this advertisement. Different women working in corporate offices hold up boards and tell us how women are no lesser than men.
A young woman working in an office is getting late and tells her mother that she would be late and not to wait up for dinner. Her mother tries to give her a glass of milk but she’s getting late – what happens next is something worth watching.
When you start watching this ad film, you will think of it as a very regular ad. A woman getting ready, wearing Jhumkas… and then you see she is riding a bullet. This online retail brand is celebrating different shades of women. And they do that right.
This ad film with a comic turn shows different women while working and what they are thinking. A woman getting an increment is saying to herself ‘isse mere chakna toh aa hi jaaega’, while another woman is thinking about her daughter’s homework. Different women, different worlds inside their heads.
H&M took a different approach to celebrating women of different ages, sizes and at varied work. are shown in this video. While this ad did get some flak since the brand apparently does not yet stock all sizes, it does show how different women of any race or size can do whatever they want to.
This spoof by Lidl Ireland created much controversy in the media by featuring a pink ball apparently suitable for sportswomen, boasting of ‘soft-touch for a woman’s grip’ and ‘eazi-play’ – for a woman’s ability. This ad used the spoof approach to talk about about how people think about women playing.
It can get awkward while shopping for bras; this ad takes a funny look at how women force themselves to fit into a smaller bra because the size wasn’t available. Or to get through the embarrassment a woman may pick up any bra the salesman sells them. Another refreshing ad on how lingerie shopping is so awkward in India!
This ad by Nike needs to been to be believed as to what possible strengths a women can have. It features some of the leading sportswomen of India, across disciplines.
Raymond showed a single mother’s life, and the tough times she faces to bring up a child. The tough choices a woman faces has been portrayed beautifully by Raymond.
A woman riding a TVS scooty and on the world’s highest motorable road, Khardung La! This ad shatters all sorts of stereotypes, including the one that women can’t drive and that women’s vehicles are not strong enough to drive through such roads.
One of the most beautiful ads of 2016. A father goes to his daughter’s house and sees that even after coming home from work, she is making a cup of tea and doing laundry while her husband is not doing his bit. What happens next is beautiful and makes you think twice.
While women are always judged by their weight and colour, this ad featuring stand up comedian Bharti Singh shows that every women is beautiful, and confidence is all it takes.
Arranged marriage is a very accepted concept in India. When you start seeing this short ad film, you see a girl getting ready and having some doubts; her father comes up and says get ready fast, the boy’s family has come. What happens after that is something different. And BIBA has done it gracefully.
Well, this short ad film is everything you are looking for when it comes to women in advertising. Dove features hundreds of women of different sizes, colour and age. This advertisement is a beautiful mixture of confidence and attitude. No matter what you are, you are beautiful and that’s what makes you special.
These were my favourite ads of 2016 that featured women in all their diversity. Do share which ones you enjoyed watching and if you have a favourite too!