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Advertisements – Breaking Stereotypes, Challenging Status Quo

Television and digital media have always been the medium of spreading awareness, knowledge, and opinions. In recent times, advertisements have proven to be the ground-breaking realities of the time. From fighting gender stereotypes to supporting LGBT rights, promoting election voting awareness to what not, advertisements have played a leading role in influencing minds and actions.

Let’s put our eyes on some of the stimulating and inspiration-evoking advertisements of Indian television.

Biba – The change begins from home

Change the Convention,  from Biba’s  Change series that targets the prevalence of  arranged marriage in India, is a fresh spin on the ‘boy’s family coming to see the girl’ scenario. The twist sees the girl’s father questioning the boy’s cooking skills. Making the arranged marriage setup fair to both genders doesn’t take much, does it?

Anouk – The Move

Part of their Bold is Beautiful campaign, the ad reflects what young urban couples face in India. When faced with decisions about relocation, the husband tacitly refuses citing reasons of job elevation. Their conversation reveals that the wife has made a similar move in the past for her husband, but this time since it’s her career on the line, he doesn’t think it’s important enough to leave his work life. Ultimately, she decides to move on in order to pursue her career. It’s time we spoke about a marriage of equals.

Havell – Hawa Badlegi

Breaking the stereotypes of changing surnames after marriages, this advertisement takes a new beginning by encouraging even husbands to dare to change surnames.

Titan Raga – #HerLifeHerChoices

They showed us a strong and independent woman who is capable of making her own life choices. She has aspirations and is not afraid to take control of her life in her hands.

Airtel – Boss

This ad features a modern-day couple. The woman is a multi-tasker who handles her office and juniors at work and then comes back home to prepare food for her husband, who is still at his workplace on his boss’ (in reality, wife’s) orders. 

Whisper – Ab Waqt Hai Badalne Ka

Menstruation has always been a taboo with a load of superstitions attached to it. Banking on the age-old Indian norm that pickles are off limits to a woman who is menstruating, Whisper outright defies this with ‘Touch the Pickle Jar’. It tries to break off from all the norms that restrain women from going about their daily routines when they are on their period. This ad has triggered a huge response from its viewers. According to AdAge, 2.9 million women pledged to go against the odds and “touch the pickle jar”. It also emboldened the dialogue around taboos surrounding menstruation.

 

Feature Image Credits: YouTube 

 

Naimisha

Davmun092@gmail.com

 



Journalism has been called the “first rough draft of history”. D.U.B may be termed as the first rough draft of DU history. Freedom to Express.


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