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India’s daughter makes India feel proud

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Dr. Jayshree Todkar Photo Credits: http://www.drjayashreetodkar.com/gallery/
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New Delhi: All heads up! Yet again India’s daughter make us proud. This clearly signifies the women’s empowerment in India. Not only in India, they have crossed all boundaries to reach the world.

Bariatric and laparoscopic surgeon Jayashree Todkar on Saturday become the first Indian female surgeon to be chosen as faculty of the prestigious IRCAD Taiwan, the world’s best training center for minimally invasive surgeries, the organization said.

The Taiwanese center trains surgeons in new minimally invasive surgical techniques.

In addition to training facilities, IRCAD (Research Institute against Digestive Cancer) Taiwan runs a research and development department in the fields of computer science and medical imaging.

The institute had earlier this month urged Todkar to be part of it in terms of imparting training to young surgeons in minimally invasive surgeries, to which the doctor agreed.

Over 4,000 surgeons have been trained at IRCAD Taiwan till now.

Todkar has treated more than 25,000 patients and continues her research and treatment in advanced laparoscopic surgery, bariatric surgery, trauma, hernia surgery and metabolic surgery.

“This is a great honor to India and as there are capable doctors in India. They need to play a vital role in terms of imparting training to young doctors of the world learning minimally invasive surgery. The government along with the doctors needs to take this as a wake up call and save our country from obesity,” Todkar told IANS. (IANS)

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How advertisements in India are defying gender cliche

Ads playing an effective medium in moulding opinions of society

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How Indian advertisement industry is breaking the gender stereotype

Feb 27, 2017: The most important part of advertisements is the story line and it gives a spur on the social media when the lessons from the story line are timeless. Needless to say, every time a free-spirited ad is released, it not only sparks conversations over the internet but also leaves a viral trail of debates. Just in the same way, some of the Indian advertisements did when they strove to change the mindset of people with regard to gender difference. We often tend to slur women not realizing the essence of being a woman, it takes strength and an indomitable spirit to be a woman. This article will talk about how advertisements in India are leading by example and discarding gender difference.

Let’s recall some of the advertisements that did away with gender difference.

Nike’s recent ‘Da Da Ding’ ad starring Deepika Padukone as one among other female athletes is a powerful ad which got the people talking about giving importance to female athletes as well. It showcased females of a real athletic figure which is not animated and has got nothing to do with ‘legs and butts’.

(A still from Nike’s Da Da Ding advertisement)

The ad portrayed women as fierce and passionate about sports. Once upon a time, Nike’s product catered almost exclusively to marathon runners and then, a fitness craze emerged –and the folks in Nike’s marketing department knew where to mark their next move, an applause for Nike for initiating a spellbinding effort.

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Whisper, Touch the pickle ad

(A still from Whisper Touch the pickle advertisement)

Whisper, Touch the pickle ad is another exemplary of breaking taboos surrounding women’s menstrual cycle. The whisper #Touchthepickle campaign makes an attempt to purge the baseless superstitions owing to Dos and Dont’s in menses. The ad showcases a young girl who dares to touch the pickle while she is on her periods. It conveys a sensible meaning to its viewers to break away these taboos. The ad was lauded internationally and awarded ‘Glass Lion Grand Prix’ award at Cannes International Festival of Creativity.

Many advertisements over the years have sold the cosmetic product but fewer have tried to change the societal conception of beauty. Even fewer have tried to do both, Joy Cosmetic is the brand that did it in India.

(A still from Joy beauty advertisement)
The ad begins with showcasing a well renowned oversized comedian, Bharti Singh asking the viewers “What did you expect, 36-24-36?”, and shuts down body shamers who presumed it to be an ideal body size. The ad conveys effortlessly that an Ideal beauty has nothing to do with body and shape.The advertisement has a sensitive message and is meaningful to its consumers.

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While there is a lot of chaos regarding section 377 in India, Ebay India took an audacious stance through its ad titled “Things don’t judge”.

(A still from Ebay India advertisement)

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