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These women centric ads are making rounds on the Indian Television, and for all the right reasons. They take us a step forward.
These few women centric ads are making rounds on Indian television, and for all the right reasons. They take us a step forward!
“The single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete. They make one story become the only story.”
― Chimamanda Ngozi Adichie
Recently, I watched an advertisement (ad) that went viral on YouTube. It was called ‘The Visit’ by an Indian company selling women’s ethnic wear. While, I checked that ad, there were a few more ads from the same company that caught my attention.
And here’s what I felt. These advertisements are undoubtedly what Indian women need right now. They are a welcome change from the daily dose of messages on Indian TV, like, “I used to hide my face in shame before because people called me ‘chipchip’.” Or, “Be selfie ready at all times”. Or better still, those hypocritical ads by one of those beauty brands which claim to be portraying real women that said things like “Have you ever observed how you’re never happy with your skin/hair?”
Well, the first one called The Visit is about a lesbian Indian couple, who are living together. Despite what mainstream media/Bollywood usually depicts, these girls are just ordinary people like you and me. Not the stereotypical lesbian image of one partner being the tomboy. The ad focuses on the tenderness of their relationship, and not on their gender.
The two women in love are waiting for one of their parents to come over. They’ve decided to disclose their relationship to the parents. The nervousness is palpable, and so is the strength of their relationship. At a point in time, when section 377 takes India a few steps backward in terms of progress and accepting each other, this is such a relevant and bold comeback. Kudos to the makers!
The other ad titled The Wait also breaks conventions. Here, a lady waits for someone at a bar with a hard drink, and a man approaches her unabashedly, assuming that since she’s drinking alone, she must be ‘easily available’. The comeback he receives make you root for the lady. It also gives you the confidence that the time has come for Indian women to venture alone into restaurants, bars, theaters, clubs, etc. And no one has the right to stop us from having fun!
The third ad titled The Whispers brings into light another social issue of a woman being a single parent. And how she need not give justification about the existence of her husband!
The ads are unpretentious, carrying extremely poignant messages for today’s Indian women (and also men) and help us fall in love with a brand without that brand being too intrusive and commercial.
Do check the ads outs, if you still haven’t (and before some of these get banned!)
First published at author’s blog
Kasturi’s debut novel, forthcoming in early 2021, had won the novel pitch competition by Half Baked Beans Publishers. She won the Runner Up Position in the Orange Flower Awards 2021 for Short Fiction. Her read more...
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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.
Menopause is a reality in women's lives, so Indian workplaces need to gear up and address women's menopausal needs.
Picture this: A seasoned executive at the peak of her career suddenly grapples with hot flashes and sleep disturbances during important meetings. She also battles mood swings and cognitive changes, affecting her productivity and confidence. Eventually, she resigns from her job.
Fiction? Not really. The scenario above is a reality many women face as they navigate menopause while meeting their work responsibilities.
Menopause is the time when a woman stops menstruating. This natural condition marks the end of a woman’s reproductive years. The transition brings unique physical, emotional, and psychological changes for women.
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