‘Ostrich cannot fly’ – a well-acknowledged fact vindicated by science. We all have been living by this fact for over a millennium, but what happens if someday you get to perceive the unperceived, explore the unexplored, touch the untouched? Will it not transform your consciousness?
It is common to see the brands selling their products aggressively through the way of advertisements but uncommon to see brands stepping ahead of the marketing pedagogy and creating an undying imprint on the viewer’s mind. Samsung is the one brand which thrived to dwell a sense attaining the unattainable through its ‘DO What You Can’ advertisement. The ad was exhibited at the unpacked event by Samsung where they uncovered their new iconic phones and virtual reality gear. The ad has nearly 800,000 views on YouTube since being shared on Wednesday and was applauded on social media for its stirring message.
The new ad features a determined ostrich trying to fly. An ostrich by coincidence puts on a Virtual Reality gear playing a flight simulator video.
Consequently, he is induced to fly after watching the compelling video.
The ostrich seeks myriad of endeavors and fails.
The unshakeable spirit of the bird finally bears fruit at the end of the advertisement. The day finally comes when the bird spread its wings and takes off in the clinch of azure sky and the brisk wind.
At the end of the advertisement, a message displays “So you can do what can’t be done” with a hashtag – “#DoWhatYouCan’t”.
The message is empowering and leaves an indelible imprint on one’s mind. How many times do we give up thinking about the unfeasibility of the work? Well, immeasurable times or it wouldn’t be wrong to say that we have been living within the bounds defined long ago. The advertiser through the advertisement tried to correlate the ceased spirit of ours with the flightless bird. However, through the use of visuals, the bird is shown taking off in the end. The flight further enumerates the undying spirit of the bird despite knowing his limits, the bird flew high in the sky.
You read with a mixture of alarm and scepticism, the poll report by the London-based Thomson Reuters Foundation that India is the most dangerous country in the world for women, beating Afghanistan, Syria, Somalia, Saudi Arabia and Pakistan.
According to reports, a total of 548 global experts on women’s issues — 43 of them from India — were asked about risks faced by women in six areas: healthcare, access to economic resources and discrimination, customary practices, sexual violence, nonsexual violence, and human trafficking. And shockingly, India comes out as the worst!
We see women progressing in every field in India, but, there is also the increasing violence against women and young girls reported every day; not long ago, female tourists felt safe in India; but now, women travelling solo are constantly targeted. Everyday there are reports of the rapes and murders of minor girls, often accompanied by unimaginable torture and mutilation.
There has been outrage in India, and also holes punctured in the survey that has such a small number of respondents, but can we really take an ostrich approach to the condition of women? Even as education and healthcare improve for women — at least in metro cities — the contempt for women is socially and culturally ingrained in the Indian psyche. In a city like Mumbai considered progressive and relatively safe for women, the girl child is unwanted even by many educated and wealthy families. In spite of laws being in place, female foeticide and infanticide is rampant, to the extent that there are large territories where there are no girl children and brides for the men have to be ‘imported’ from other states. As dowry murders and rapes rise, the more unwanted the girl child becomes. The fact is that India’s gender ratio is deplorable.
And if the male child is valued over the girl child, he grows up believing that he is special and if he is thwarted in any way, he can resort to violence. In spite of education and exposure to progressive ideas, in the case of rape or sexual violence, the tendency to blame and shame the victim persists.
To give just one small example, in the West, accusations of sexual harassment resulted in united shunning of a man as powerful as Harvey Weinstein and many others in the wake of the #MeToo movement, that helped many women speak out about their experiences.
In India, Malayalam actor Dileep, who has been accused in the abduction and rape of an actress, and was boycotted by the Association of Malayalam Movie Artistes (AMMA), was recently reinstated. This caused shock and dismay among women in the film industry.
A statement by a group of over 150 women film practitioners says it like it is, “A body that is meant to represent artistes of the Malayalam movie industry showed complete disregard for its own member who is the victim of this gross crime. Even before the case has reached its conclusion, AMMA has chosen to validate a person accused of a very serious crime against a colleague. We condemn this cavalier attitude by artistes against women artistes who are working alongside them. There is misogyny and gender discrimination embedded in this action.
“We admired and supported the Women in Cinema Collective that was formed by women film artistes in Kerala in the aftermath of the abduction and molestation of a colleague, a top star in the industry. We applaud the WCC members who have walked out of AMMA to protest the chairman’s invitation to reinstate the accused. We pledge our continued support to the Women in Cinema Collective who are blazing a trail to battle sexism in the film industry.
“Cinema is an art form that can challenge deeply entrenched violence and discrimination in society. It is distressing to see an industry that stands amongst the best in the country and has even made a mark in world cinema choose to shy away from using their position and their medium responsibly at this important moment. Today, women form a significant part of the film and media industries, we reject any attempt at silencing us and making us invisible.”
The preference for male children has had some unexpected ramifications. In a working paper published by the American non-profit, National Bureau of Economic Research, by Northwestern University’s Seema Jayachandran and Harvard University’s Rohini Pande (quoted in Quartz Media), finds that stunting in Indian children could also be blamed on the cultural preference for sons.
“In India, on average, the first child — if he is a son — doesn’t suffer from stunting. But, if the first — and so the eldest — child of the family is a girl, she suffers from a height deficit. And, then, if the second child is a boy, and hence the eldest son of the family, he will not be stunted. This happens because of an unequal allocation of resources to the first child”.
According to the report, “When Jayachandran and Pande compared India and Africa results through this lens, they found that the Indian first and eldest son tends to be taller than an African firstborn. If the eldest child of the family is a girl, and a son is born next, the son will still be taller in India than Africa. For girls, however, the India-Africa height deficit is large. It is the largest for daughters with no older brothers, probably because repeated attempts to have a son takes a beating on the growth of the girls.”
In spite of all the Beti Padhao, Beti Bachao rhetoric, the required shift in the male-centric attitude towards a more egalitarian one is simply not happening; or, it is a case of one step forward, two steps backward. The Thomson Reuters Foundation report may be unfair and skewed, but being known as the rape capital of the world does nothing to improve the image of India in the world or even in its own eyes. (IANS)