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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)

The advertisement beholds a gripping idea towards embracing an inclusive society where there are no existent gender connotations. Ebay sells the idea of not judging people based on what they do and what gender does one have. In the end of the advertisement, it conveys a riveting message through a phrase ‘jio or jine do‘ (live and let live).

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And this brings to a last but not the least,

The most influential advertisement by Tanishq which successfully thwarted every sexist stereotype of women at work.

(A still from Tanishq’s advertisement)

The ad sets a platform for the working women to feel confident about themselves. The ad smashes the existing prejudices regarding women at workplace, and to every prejudice displayed in the ad, a voice retorts by saying ‘that’s the last thing on my mind’. The ad serves as a strong wake-up call for all the workplace across the country.

The secret behind these viral ad campaigns is the boundless effort to change the attitude and beliefs of society towards an existent gender cliche which roots in our society. The ads were successful in striking a chord with the audience. These were some of the ads who did exceptionally good in creating a favorable attitude towards the issue and there are still many more of this kind – the list goes on.

-prepared by Naina Mishra of NewsGram. Twitter-@Nainamishr94

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Manushi Chhillar from India Wins the Miss World 2017 Title

India's Manushi Chillar won the coveted Miss World 2017 pageant here, 16 years after Priyanka Chopra won the title in 2000.

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Miss World
Manushi Chhillar has been crowned as Miss World 2017. Instagram #ManushiChhillar

China, November 19: India’s Manushi Chhillar won the coveted Miss World 2017 pageant, 16 years after Priyanka Chopra won the title in 2000.

Chhillar competed against 108 contestants from various countries at a glittering event held at Sanya City Arena here.

Miss World 2016 winner Puerto Rico’s Stephanie Del Valle gave away the coveted crown to the winner.

Chhillar, who is from Haryana, had earlier this year won the Femina Miss India 2017.

Miss world
Anti Ageing was the official skin care expert for Manushi Chhillar at the Miss World 2017 pageant. Instagram #ManushiChhillar

India, England, France, Kenya and Mexico grabbed the top five spots at the peagant.

Manushi, born to doctor parents, studied in St. Thomas School in New Delhi and Bhagat Phool Singh Government Medical College for Women in Sonepat.

Her entire family including brother and sister were present and they looked excited watching Manushi grabbing top five spot.

As many as 108 beauty queens from different parts of the world participated in the prestigious pageant. (IANS)

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The major Challenge is to make the Youth of the Country Entrepreneurial and not Job Seekers : Venkaiah Naidu

"The challenge for us is to make the youth entrepreneurial, and not become job seekers," Venkaiah Naidu said pointing to the NDA government's various initiatives.

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Venkaiah Naidu
Venkaiah Naidu. Wikimedia Commons
  • At a time of tepid job growth and continuing income disparities, the major challenge is to make the youth of the country entrepreneurial and not job seekers, Vice President  Venkaiah Naidu said on Thursday.

“Disparities continue to remain in India and so there is a need for inclusive growth… there is the need to take care of the suppressed, oppressed and depressed,” Venkaiah Naidu said at the Bharatiya Yuva Shakti Trust’s (BYST) silver jubilee celebrations here with Britain’s Prince Charles as the chief guest.

“The challenge for us is to make the youth entrepreneurial, and not become job seekers,” Venkaiah Naidu said pointing to the NDA government’s various initiatives to encourage youth enterprises like Startup India, Standup India and the Mudra financing scheme for underprivileged sections.

Modelled on Prince Charles’ Trust for business startups, BYST, founded by Lakshmi Venkatesan, daughter of former President R. Venkatraman, is engaged in building rural entrepreneurship — “grampreneurs” — as also enterprise among under-privileged sections, which includes business mentoring. The current BYST chairman is Bajaj Group chief, Rahul Bajaj.

“Without mentoring, it would be very difficult to set up startups, with all the business, marketing and other vital issues involved in the first two-three years,” Prince Charles said in his address at the International Mentoring Summit organized by BYST to mark its 25 years.

“What amazes me are the sheer number of jobs these young entrepreneurs had created. The aim of such a project should be to create a virtual cycle of creating entrepreneurs who can then invest in the future of business,” Charles said referring to his trust.

BYST was officially launched in 1992 by Prince Charles and expanded its operations to six major regions of India.

Out of these six regions, four — Delhi, Chennai, Pune and Hyderabad — run the urban programme while two regions — Haryana and Maharashtra — run the rural programme.(IANS)

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India sends Emergency Fuel Supplies to Sri Lanka

According to Indian public broadcaster Doordarshan, Modi assured all assistance from India to Sri Lanka following Siriena's request for emergency fuel supplies and petrol shipments.

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India is sending additional fuel to Sri Lanka, confirmed PMO onTwitter (representative image) Wikimedia

New Delhi, November 9, 2017 : Following reports of Ceylon Petroleum Corporation (CPC) rejecting a shipment of petrol from Lanka IOC (LIOC), the Sri Lankan subsidiary of Indian Oil, India on Wednesday made emergency fuel supplies to Sri Lanka following a telephonic conversation between Prime Minister Narendra Modi and Sri Lankan President Maithripala Sirisena.

“In the telephone conversation with Sri Lankan President @MaithripalaS, PM @narendramodi conveyed that India is sending additional fuel to Sri Lanka and assured India’s continued support for development cooperation,” the Prime Minister’s Office (PMO) tweeted.

According to Indian public broadcaster Doordarshan, Modi assured all assistance from India to Sri Lanka following Siriena’s request for emergency fuel supplies and petrol shipments.

LIOC has made available 3,500 kilo litres of its own stock to CPC, Doordarshan said in a shared tweet.

A ship with an additional 21,000 kilo litres of petrol also left for Sri Lanka and additional petrol is being made available from Kochi refinery in Kerala.

Citing CPC sources, the Sunday Times said an emergency fuel supplies’ shipment that arrived at the Colombo harbour on October 17 had been tested for a second time and rejected on a quality test.

However, Sri Lankan Prime Minister Ranil Wickremesinghe said he did not agree that LIOC was responsible for the current fuel shortage in the country and said two oil shipments would be arriving in the country within two day, acording to a report in the Colombo Page.

“Apart from petrol shipment arriving on November 8, another shipment is due from India on November 9, Prime Minister Wickremesinghe informed the parliament on Tuesday responding to a question raised in the parliament regarding the fuel crisis,” the statement said.

It said that Wikremesinghe said a discussion was held with the Indian High Commissioner in this regard and the Indian ship would arrive either November 9 or 10. (IANS)