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New Delhi: A growing number of Indian ads seem to be touching upon social issues like gender stereotyping while marketing products, and hitting a chord among audiences.
Why should laundry be a woman’s job? asks a new TV commercial for a detergent. It features the father of a young, working woman who gives voice to inequality in homes.
So are Indian ads coming of age as far as gender sensitivity is concerned? Yes, say many, although there are still those fairness ads that equate success and happiness with the skin tone of a woman. Or a man.
But coming to the ones that have positive messages riding on them, the latest ad of Ariel’s “Share the Load” campaign has gone viral on the social media, a testimony to its popularity. Sharat Verma, associate brand director of Fabric Care, P&G India, said that commercial approach is a part of a bigger movement of making ads that are more purposeful and meet the needs of consumers.
“According to a study by a private agency that we have supported, two out of three children in India agree that washing clothes are only their mother’s job. And 73 percent married women agree that mothers teach household chores to only their daughters, not sons. But ironically, 79 percent fathers would want to get their daughters married to a man who will help with household chores. This campaign, therefore, takes the conversation on social inequality within households forward,” Verma told reporters.
The best ads also avoid a sermonising tone.
Another one that won many hearts was a sanitary napkin’s ‘Touch the Pickle’ campaign. Challenging the age-old superstition that associated menstruating women with ‘impurity’, the ad hit a chord with the masses and went on to win the Glass Lion at Cannes. A new award category, the Glass Lion seeks to honour work that challenges gender stereotype.
Josy Paul, chairman and chief creative officer of BBDO, the agency behind ‘Touch the Pickle’, said that ads with social messages are a response to what is happening in society.
“There are 10,000 videos released in a day around the world. To make your presence felt in such a rush, you have to connect to the audience. We try to identify a conflict, like gender stereotyping or gender inequality in education and resolve it. The brand does well commercially because it touches the people, and the social message also goes through,” Paul said.
BBDO’s ad for Visa Debit Card was another video that challenged one to think of solutions to age-old problems. Set in a village in Rajasthan where girls drop out of school because they have to walk miles to get water, the protagonist purchases sewing machines online, and then gets tailor-made saris for the young women with alphabets on them. This way they can learn to read from each other’s saris while going to get water.
K V Sridhar, chief creative officer, SapientNitro India, says that Indian advertising has come a long way and with people wanting to break norms and challenge stereotypes, the ad world has started reflecting it. “A campaign is all about treatment and if a big brand is able to treat bold concepts subtly, then the message will be disseminated in a better way,” he said. “It will also encourage smaller brands to follow suit,” he added.
Ragini Sharma, an advertising professional, however, opined that ads such as the ones mentioned or which have a social message, do not necessarily imply that change had arrived. “But there is definitely a shift. I mean, for every one ad that touches you or makes you think, there will be three others that, well, don’t. There’s however no denying that movement ads are becoming very popular,” she said.
Paul agrees and adds that the ad world is moving ahead from slogan chanting to becoming platforms of unmet needs. “Honestly, you don’t know what will do well. With social media, you now get the immediate reaction. All you got to do is be as authentic as possible. True empathy creates a following,” he said. (Azera Parveen Rahman, IANS)
Super model and actress Hailey Bieber said she is lucky to have a husband like Justin Bieber, refuting rumours of the ace singer not treating her properly. Hailey was speaking at singer Demi Lovato's podcast '4D With Demi Lovato', dailymail.co.uk reported.
Talking about her popstar husband and rumours around their marriage, Hailey said: "I think one of the biggest things is you have to know what the truth is behind everything. You know, there's so many narratives that float around about me, about him, about us together." She addressed the rumours point blank as she said: "There's one big fat narrative that goes around that's like, 'Justin is not nice to her, and that he mistreats her', and I'm just like, it's so far from the truth, and it's the complete and utter opposite."
Hailey went on to set the record straight about Justin, who she married in 2018. She said: "I really am lucky to say I'm with someone who is extremely respectful of me, who makes me feel special every single day. So when I see the opposite of that, I'm just like, 'Huh?' And everybody around who knows us personally would say the same thing." (IANS/ MBI)
Keywords: Hailey Bieber, Justin Bieber, husband, respectful, truth, married
Among the Tamil epics written during the Sangam age, only a few survived to this day. Manimegalai is one such. It is written as a sequel to the Sillapadikaram, taking the story forward of Kovalan and Madhavi's daughter, Manimegalai. The Sillapadikaram is about the injustice of the Madurai kingdom in the execution of Kovalan, which turned Kannagi, his wife into a goddess seeking vengeance for her husband's death. Kovalan, before his death, has an affair with a court dancer, Madhavi, and his daughter, Manimegalai, is said to begin a different tradition among the Tamils.
The epic, written by Sattanar, introduces Buddhism to Dravidian culture, something that has been alien to them for years. Manimegalai is the protagonist, who flees constantly from the pursuit of Chola prince Udhayakumara, and tries to lead an ascetic life. Throughout the plot, Buddhist tenets are used to avoid the culmination of a love-story. Manimegalai is believed to be the anti-love story sequel to the Sillapadikaram.
A complete work of Tamil epic written by hand on leaves Image source: wikimedia commons
The Sillapadikaram was written by a Jain monk, Illango Adigal, and Sattanar, uses the sequel to question Jainism. It is almost a political battle between two new religions competing for a place in a predominantly Hindu society. Parts of Manimegalai even go to the extent of opening ridiculing Jain practices and beliefs.
Critics of Tamil literature have stated that while the Tamil epics have great poetic significance, they are inferior to other world epics when it comes to clearly portraying religious affiliations. In fact, they refer to the newer religions with an infant's perspective. Some scholars have found that Sillapadikaram has more ethical substance than its sequel, but in and of itself, despite being written by a Jain monk, reads like Hindu poetry (Subhramanya Aiyar, 1906).
Keywords: Manimegalai, Sillapadikaram, Tamil Epic, Sattanar, Ilango Adigal, Chola kingdom, Sangam Age, Buddhism
The Covid-19 pandemic could act as an inflection point to shift India's growth model from being consumption driven to investments-led. In its Ecoscope report, Motilal Oswal Financial Services, said: "With Covid-19 hurting India's 'Household' (HH) and 'Government' sectors adversely, the continuity of strong consumption growth is in question."
"On the contrary, with listed companies' financial positions improving and an uptick in household investments in the Real Estate sector (called physical savings), the narrative of investment-led recovery is gaining momentum." The report prescribed that various economic participants - households, governments, listed companies, and unlisted corporates -- to increase their fixed asset investments in the immediate future based on their financial position.
The Covid-19 pandemic could act as an inflection point to shift India's growth model from being consumption driven to investments-led. | Photo by Fusion Medical Animation on Unsplash
At present, the listed and unlisted corporate sector accounts for only about half of total investments in India. The 'HH' sector including unincorporated enterprises accounts for 35-40 per cent in India's investments, while the remaining 12-13 per cent is contributed by centre and states governments. Besides, the report cited that demand environment is expected to remain subdued due to weak financial position of 'HH' and government sector.
"Despite household investments picking up strongly in 2HFY21, given that Indian households bore the maximum brunt of Covid-led losses in CY20 (and CY21), we believe household spending would remain subdued over the next few years." It further pointed out that unless 'HH', 'Unlisted Corporate', and government sectors can improve their financial positions -- leading to a demand uptick -- a strong revival in investments seems challenging. (IANS/ MBI)
Keywords: India, covid, pandemic, growth, household, government, investment