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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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Sambhar Lake Becomes Death Bed for Large Number of Birds

The excessive salt in the water led to the poisoning, causing hypernectremia, which is water deprivation due to sodium intoxication

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Sambhar Lake
After witnessing drought for many years, this year the Sambhar Lake, however, brimmed with water due to heavy rains. The inflow made the water toxic due to the change in its alkalinity. Pixabay

A deadly game of survival is on in the Sambhar lake of Rajasthan for decades — salt versus birds. The result came a few days back: thousands of birds were seen floating dead in the lake and their carcasses scattered on the edge of the 12 km catchment area.

The dead birds seen floating in this largest inland salt lake in the country, include plovers, common coot, black winged stilt, northern shovelers, ruddy shelduck, and pied avocet among many other migratory birds.

Harsh Vardhan, a renowned environmentalist, told IANS that no forest department official has ever been appointed to look after the lake. The lake comes under the Hindustan Salt Limited, a public limited enterprise formed in the post independence era to manufacture salt. Its job is to manufacture salt. So who should look after the lake; this has never been decided, he said.

The lake has not been handed to the forest department, and the area, where birds come, is no one’s land. Sambhar lake may be a part of the Hindustan Salt Ltd, but the company has nothing to do with the birds, he says.

The chief wildlife warden Arindam Tomar has maintained silence over the issue.

Even, Principal secretary, forest and environment Shreya Guha has washed her hands off the issue. All that she did was to a give statement that the Jaipur and Nagaur District Collectors have been asked to remove the bodies. She added that 4,800 birds have been dead till date, which is disputed by experts like Harsh Vardhan, who say that counting is not easy in the vast area.

Chief minister Ashok Gehlot on Thursday held a meeting on the issue.

Sambhar Lake
A deadly game of survival is on in the Sambhar Lake of Rajasthan for decades — salt versus birds. Pixabay

Meanwhile, Harsh Vardhan questioned the presence of several private salt miners and entrepreneurs, who have set shops in and around the lake. “They dig tube wells which suck water from the land making it parched. The remaining water gets evaporated leaving crystal of salts which are packed and sold in gunny bags,” he said.

Lack of water and drought has haunted Sambhar lake for years. State government has been spending huge money to woo tourists through activities like mobiking, balloning, race, Bollywood shoots, etc. A resort on the rim of the lake showcases salt manufacturing for the tourists. Crores of Rupees have been spent on the upkeep of the narrow gauge train and watch stations, but birds and conversation issues were always overlooked.

As Sambhar lake went dry, concentration of salt deposits came up within it. The water from surrounding rivers, meant to flow into the lake, was diverted by the miners.

After witnessing drought for many years, this year the lake, however, brimmed with water due to heavy rains. The inflow made the water toxic due to the change in its alkalinity.

The excessive salt in the water led to the poisoning, causing hypernectremia, which is water deprivation due to sodium intoxication, Vardhan said.

It seems birds which came in high numbers due to high water quantity this season died due to hypernectermia after consuming their feed which is the planktons, the microrganisms found in water.

Sambhar Lake
The dead birds seen floating in this largest inland salt lake i.e Sambhar Lake in the country, include plovers, common coot, black winged stilt, northern shovelers, ruddy shelduck, and pied avocet among many other migratory birds. Wikimedia Commons

The only step that has ever been taken by any government in the state was in 1981 when it was decided to designate the site as wetland and was renamed as the Ramsar site.

According to an estimate, around 60,000 birds visited the lake in a year which has come down to less than 20,000.

Vardhan says that if the lake remains with the Hindustan Salt Limited, which has been a loss making unit since years or if it is handed over to the private operators, who do excessive mining of water, then the lake and the birds are sure to die.

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Experts like him want the lake to be handed over to the forest department which can develop it as a wetland. (IANS)