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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
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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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India successfully test fires n-capable Agni-V ballistic missile

The missile was earlier tested successfully in 2012, 2013, 2015 and 2016.

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Nirbhay
The Defence Research and Development Organisation (DRDO) sources said the Nirbhay missile test was "successful".(Representative image) VOA
  • India successfully tests the Agni-V ballistic missile on Thursday
  • This was the fifth test that missile underwent
  • With this success India is now in ranks with US, UK, China and Russia

India on Thursday successfully test fired its indigenously developed intercontinental surface-to-surface nuclear-capable ballistic missile Agni-V — the most potent and with the longest range in the Agni series – that can reach targets as far as Beijing.

The test took place at the Abdul Kalam Island facility off the Odisha coast. Defence Minister Nirmala Sitharaman tweeted about its success, congratulating its makers DRDO, the armed forces and the defence industry.

You may also like : Ballistic missile Agni-IV test fired as part of user trial

India has many high tech and powerful missiles to its name. Wikimedia Commons
India has many high tech and powerful missiles to its name. Wikimedia Commons

She said the successful test of the 5,000-km-range missile that can carry a one-tonne warhead, was “a major boost to the defence capabilities of our country”.

“The Made in India canistered missile, having three stages of propulsion, was successfully test fired,” she tweeted.

Developed by the Defence Research and Development Organisation (DRDO), the Agni-V is the most advanced version of the Agni series, part of the Integrated Guided Missile Development Programme that started in the 1960s.

The missile was earlier tested successfully in 2012, 2013, 2015 and 2016.

This was the fifth test of the missile and likely to be its first user trial, though there was no official word on it.

India is developing new technologies everyday to strengthen its defence.
India is developing new technologies everyday to strengthen its defence.

Thursday’s test brings the missile closer to its induction in the tri-service Strategic Forces Command.

The missile has a much longer shelf life, with its container being made of special steel that absorbs the blast of the takeoff.

In the canisterised launch, a gas generator inside ejects the missile up to a height of about 30 metres. A motor is then ignited to fire the missile.

Also Read : Nikki Haley says North Korea Could Face Stronger Sanctions due to its 7th Missile test in 2017 .

With this missile, India joins the super-exclusive club of ICBM (missiles with a range of over 5,000-5,500 km) capable countries of the US, Russia, the UK, France and China. IANS