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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 Continues Engaging With USA Over H-1B Passport Issue

India is closely engaged with the US administration as well as the US Congress on this matter.

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As Trump proposes changes in H1-B visa, India continues to engage with US

India is continuing to engage with the US over the H-1B visa, largely availed of by Indian IT companies, after the Trump administration proposed changes to the programme, a senior official said on Thursday.

“It is a very important topic for us and that is the reason why we have time and again at various levels, we have taken up this matter with the US side,” External Affairs Ministry spokesperson Raveesh Kumar said in response to queries by journalists here.

Kumar said that most recently, the issue was raised during the first ever India-US 2+2 Ministerial Meeting held here last month that was attended by External Affairs Minister Sushma Swaraj, Defence Minister Nirmala Sitharaman, US Secretary of State Mike Pompeo and Defence Secretary Jim Mattis.

On Wednesday, the US Department of Homeland Security (DHS) said that the US Citizenship and Immigration Services (USCIS) plans to come out with its new proposal by January 2019.

India n Passport
It will also “revise the definition” of employment and employer-employee relationship to “better protect” US workers and wages Flickr

The DHS said it was also proposing to remove from its regulations certain H-4 spouses of H-1B non-immigrants as a class of aliens eligible for employment authorisation.

The move to end the rule could have an impact on more than 70,000 H-4 visa holders, who have work permits.

The H-4 visas are issued by the USCIS to immediate family members (spouse and children under 21 years of age) of the holders of H-1B visa.

The DHS said it will propose to revise the definition of speciality occupation to increase focus on obtaining the best and the brightest foreign nationals via the H-1B programme.

It will also “revise the definition” of employment and employer-employee relationship to “better protect” US workers and wages, the DHS said.

Donald Trump, India
President Donald Trump speaks about immigration alongside family members affected by crimes committed by undocumented immigrants, at the South Court Auditorium on the White House complex, June 22, 2018, in Washington, VOA

In his remarks on Thursday, Kumar said that India is closely engaged with the US administration as well as the US Congress on this matter.

Stating that there are certain bills which have been introduced, he, however, said that “it is important to note that none of these bills have been passed so far”.

“When we have engaged with the US, we have emphasised that our partnership which we have in the digital sphere have been mutually beneficial,” the spokesperson said.

Also Read: USA And Other Countries Pledge To Eradicate Illegal Wildlife Trade

“We have highlighted the role which has been played by the highly skilled Indian professionals who have actually contributed to the growth and development of the US economy,” he stated.

“And also they have helped the US to maintain a competitive edge in the world towards innovation and science and technology.” (IANS)