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Advertisers and brands in India are greatly disillusioned; they can't think beyond selling stereotypes and sex! #WomenOnTheMove
Advertisers and brands in India are greatly disillusioned; they can’t think beyond selling stereotypes and sex! Or can they? Here’s a look.
There are two things that brands think sells in India – Stereotypes and Sex. No wonder in a ‘fairness crazy’ country like India, fairness creams still find a loyal customers base, a wedding jewelry ad still shows that ‘getting married’ is every woman’s dream in life and a beverage company uses a seductive image of a woman to sell its mango drink.
In the race to sell more products and make profits, some advertisers are finding the easiest routes they can, without giving a second thought. Our weekly #WomenontheMove chat got twitterati talking about the ads that they wished they hadn’t seen – and some that they loved!
This regressive jewelry ad reinforces the stereotype that a woman’s only dream is to have a dream wedding! Seriously!
Don’t remember which brand (thank god!) ,but it’s a jewellery ad featuring a woman trying to get her family to giver her a dream wedding — Vijayalakshmi Harish (@GranthaMaven) June 7, 2017
Don’t remember which brand (thank god!) ,but it’s a jewellery ad featuring a woman trying to get her family to giver her a dream wedding
— Vijayalakshmi Harish (@GranthaMaven) June 7, 2017
The fairness creams ads- the recent ones that garb themselves as equality champions but base it on her complexion — Tulika Dubey (@tulikaD) June 7, 2017
The fairness creams ads- the recent ones that garb themselves as equality champions but base it on her complexion
— Tulika Dubey (@tulikaD) June 7, 2017
Imperial Blue ads are expert in this. #WomenOnTheMove — Tarang Sinha (@TarangSinha) June 7, 2017
Imperial Blue ads are expert in this. #WomenOnTheMove
— Tarang Sinha (@TarangSinha) June 7, 2017
they view women only as sex object and not as a living human being who might have their own thought process, likes & dislikes — Kontiki (@santoor_mom) June 7, 2017
they view women only as sex object and not as a living human being who might have their own thought process, likes & dislikes
— Kontiki (@santoor_mom) June 7, 2017
Despite the plethora of regressive ads that we are forced to put up with everyday, here are a few commercials that were sensitively made and sent across meaningful messages to our society, while doing their job for the brand.
Recent ad of Vicks with the transgender mother was brilliantly made sending a powerful message too. #TouchOfCare #Womenonthemove — Vaishali Gandhi (@vaishali178) June 7, 2017
Recent ad of Vicks with the transgender mother was brilliantly made sending a powerful message too. #TouchOfCare #Womenonthemove
— Vaishali Gandhi (@vaishali178) June 7, 2017
Brooke bond which busted gender stereotypes by showing a little boy make tea for his sister #WomenOnTheMove — Akshata (@Awestruck_Aks) June 7, 2017
Brooke bond which busted gender stereotypes by showing a little boy make tea for his sister #WomenOnTheMove
— Akshata (@Awestruck_Aks) June 7, 2017
There was a havell’s ad: a mother makes rotis touching the fire with her hands. Her son makes tongs and tosses it with her. #WomenOnTheMove — Kirthi (@kirthijayakumar) June 7, 2017
There was a havell’s ad: a mother makes rotis touching the fire with her hands. Her son makes tongs and tosses it with her. #WomenOnTheMove
— Kirthi (@kirthijayakumar) June 7, 2017
I found it nice because it went beyond the norm of a boy doing nothing to help his mother while waiting focal meal with entitlement. — Kirthi (@kirthijayakumar) June 7, 2017
I found it nice because it went beyond the norm of a boy doing nothing to help his mother while waiting focal meal with entitlement.
I like that @amazonINI ad featuring Konkona Sen Sharma and Zareena Wahab as DiL-MiL. #WomenOnTheMove https://t.co/OlURQN0U7w — Tarang Sinha (@TarangSinha) June 7, 2017
I like that @amazonINI ad featuring Konkona Sen Sharma and Zareena Wahab as DiL-MiL. #WomenOnTheMove https://t.co/OlURQN0U7w
It is high time brands realise that the audience today is much more evolved and are not as dim-witted as they perceive them to be. Most of these advertisements are made by top ad agencies for multi-crore companies. Such insensitively made ads reflect negatively on the brand’s image.
The agency as well as the brand should be receptive and aware about the socio-cultural impact of their work. It is high time more advertisers stop typecasting women and come up with better, progressive ideas.
Image via Youtube
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Mostly Normal is a book of innocence, longing, filial love, angst and acceptance, encapsulating a gamut of human emotions within its lightweight edifice. The book touches the human heart and will stay with you.
Some books enthral you till the last page, and then there are those that you stop reading after turning a few pages. Some books are a one-time read, while you carry some books with you long after you have read them. Then, once in a while, a book hits you so close to home that you find it difficult to slot into any category.
I will put Priyadeep Kaur’s Mostly Normal (BookSoul Reads, 2022) in this last bracket.
At a little less than hundred pages, Mostly Normal is a testimony of the power of words to inspire, irrespective of their length.
Most women do not get to live their lives the way they want, on their own terms. So why should they be tied down in their old age?
Every morning, while dropping the kids at the bus stop, I find a grandfather waiting with his granddaughter. I see him again when I fetch the kids. This has been the pattern for the last few years.
He is seen actively participating in his granddaughter’s activities, from morning and evening walks to attending her parent-teachers meeting, sending her for extracurricular activities to even planning her birthday party. He is admired by all. He is appreciated for making himself useful in his old age. People rave that the doting grandfather is doing his duty towards his children and grandchildren. The much-admired grandfather is also a widower, having lost his wife years ago to chronic disease. It’s also to be noted that both his son and daughter-in-law are working parents.
Every day, the onlookers appreciate his sense of duty and dedication. They say that this is how the elderly should keep themselves occupied. They should bring up their grandchildren while their children go off to work.
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