Friday 8 August 2014

Woman is No Candle!

Midst of the advertisements that desperately tries to convince you that the product would make you fairer, lovelier, slimmer, better… Ads that shows dirty toilets, disgusting pests… Supposed-to-be provocative ads where the women slither over men because of some particular brand of deo… Some meaningless ads that guarantee glossy hair, ever-fresh clothes, white tooth, etc. etc…. Some ads just comes as a breath of fresh air and aw us.

Disclaimer: I am not promoting any brand or product

I have always liked the coming-of-the age ads by Diary Milk and Airtel… Very unique ones from Vodafone with those Zoo-Zoos… And a very sweet ones from Bru.  The latest Federal Bank ads as well.

So, here I am presenting one of the ads that awed me in recent times… It is not only promoting the product, but also beautifully conveying something. It touches our hearts and brings a smile.

Airtel’s latest Smartphone ad is in news for all the rights and wrong reasons. (Watch Online)

The very first time when I watched it, I fell in love instantly. It made me smile and think at the same time. I saw a progressive India and change in the mentality of Indian society – Its ok if your wife earns more. The message was loud and clear. It clearly implements the business entity concept as well – Business and business man is different!

I read and heard a lot of criticisms. Some say that in spite of the dominating position of the woman at office, she is expected to cook and wait for her husband at home. Some other also add that at the end of the day, woman is looked at as someone whose purpose of life is to take care of her husband and family.

I say, what’s wrong in it!!! May be she cooked because she came early… Or she wanted to surprise her stressed husband. Maybe she enjoys cooking or the maid was on leave. It could also be a special day in their life… There can be thousands of reasons.

What really matters is that the man is broad-minded enough to marry someone who holds a senior position at office. It requires immense courage. I shudder at the thought of several criticisms he would have faced; both at office and society. People might say that he is spineless and that he is a loser.

Imagine… All through the academic life, girls secure the top ranks. They get job opportunities with similar pay packages. However, owing to social and familial pressures, they are forced to make a choice between career and family until she sacrifices her professional aspirations and try to put a smiling face. At the end of the day, we see more men in senior positions and women are convinced that their duty is to shadow and encourage the men (husbands)!

Now tell me, don’t you think that this ad actually comes out of the normal social frame work. I agree that woman is cooking while the man is only expected to eat. I say, that’s ok yaar. At least, something is changing. Let’s please focus on the positive side! Something is always better than nothing.

One more thing! I read somewhere that the ad also re-emphasizes that men spend more time at office unnecessarily and that they have an in-built tendency to procrastinate. Couldn’t that be because since childhood, men are taught that their responsibility is to work and earn. If he was also trained to participate in the responsibility of running home, he would have felt the need to go back to home on time!

In short, this ad is really thought provoking and relevant to today’s scenario. If you look deep into it, you will realize that there are so many varied subtle socially relevant hints that makes this ad more than an ad. It makes us think and persuades us to think differently; break through the norms and let the woman be another fellow human being and not as a scapegoat.

Woman is no candle who has to burn herself to illuminate!

16 comments:

  1. You said it.
    Copy writing and the ad world has been dominated by male, though it may be changing. I wonder if one can blame the copy writer for an idea that conveys skewed up in a male cloak. It may also be the reflection of the society's thinking. Perhaps a bold and courageous innovative though would throw open an entirely new message, that may seem rebelling but could become the watershed in conveying the message.

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    1. Copy writer need not be blamed. Ads are mere reflection of society and people's mentality. Thanks for giving a nice perspective

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  2. A practice carried over through centuries and millenniums cannot be overcome by all on one fine day.That men are built stronger to care the family, earn for bread and feed the kin's mouths.
    Though women are seldom second to men in intelligence,society has been attaching importance to men and chaining women in kitchen.

    Anyway well thought and well-penned.

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    1. What is said is very true Rudra...
      I hope that such cliched practices just fade...

      Thanks :)

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  3. This is the first time I am seeing this ad, although I have come across the link many times in FB.

    My opinion is, having a wife or husband as a boss at work is a bad idea. Because a boss is someone we (generally) come to hate immediately or gradually. That said, it's normal to see wives earning more than husbands these days and not all women sacrifice their career for family/kids. The only issue is, because of over-working both of them cannot neglect the family (kids) together. There should be good understanding between them on how responsibility is shared responsibly!

    Destination Infinity

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    1. I completely agree with you. Due time limits, the ad showed man being wife's subordinate. But, I think that the ad was trying to propagate the idea of wife earning more than the husband. Nobody will neglect the family or kids. Thats all far fetched. The question is, can a man be ready to marry a woman who earn more?

      Thanks for your thoughts :)

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  4. What I found disturbing in the ad was the two opposite nature of the woman in the ad. She was the one who gave him the work in the given deadline and then she tries to lure him to get back to home early. Maybe she could have stayed back with him and help me get the work done a bit faster?

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    1. I dont agree. As a boss, she is supposed to assign tasks.
      As a wife, she is supposed to take care of her family.

      Maybe the ad implies that a woman can multi-task and that there is no need to limit her within the four walls in the name of taking care of family and raising children.

      Thanks for a different perspective Sakshi :)

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  5. Excellent post. Nice ad. The only illogical thing in that ad is husband working for the wife in the same company/department. That will never happen. Senior bosses will never allow that
    .
    Indra Nooyi, Chairman of Pepsi, when comes home, cooks for her husband, kids, and her mother. Interesting anecdote is when she was made CEO of Pepsi, she was excited, came home and told her mother. You know what her mom replied: We are out of milk. Run to the near store and get some milk.

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    1. The story of Indra, it is typical Indian mentality. As I just said above, she is a living example to prove that women can multi-tasks and excel in each areas.

      And regarding your concern on husband and wife working in same company, I say what I said to Destiny Infinity - Due time limits, the ad showed man being wife's subordinate. But, I think that the ad was trying to propagate the idea of wife earning more than the husband.

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  6. Wow! didnt know that ad generated so much of discussions online! Phew! What I liked about that ad was the way it was framed. The audience is kept guessing until the end and only then its revealed they are spouse.

    And about the storyline, whats to blame? A lady is of higher authority but as SG said; I am sure these practices are not allowed in real corporate situation since it could lead of conflict of interests. But there are room for artistic freedom lets say.

    What you say is absolutely true; women have gone beyond the usual expected role of sacrificing being. But even to this day; there is a disparity in what a woman earns in a position v/s man in the same role. Loads of proof and statistics. And a women has to do twice as to what a men does. The ad shows that! She comes home and cooks!

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    1. Thats ok Insignia. At least she is allowed to work and chase her professional dreams. Wasn't there a time when woman was not allowed to earn because it was seen as a dishonor to the man? Wasn't she forced to reject promotions and brainwashed to earn less?

      Thanks for the insights :)

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  7. I cannont agree with you more. The first time I heard about the controvery it really upset me that we are looking and highlighting all the wrong parts!

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    1. I completely agree with you Pooja.
      Thanks!!!

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  8. I don't know why everyone is going in so much technicalities in the ad that no company policy will allow this and all that. They are not looking at the main point that is at least our society has started changing and we have to accept it. It's okay if a working women cooks for her family after coming home but then it is also completely okay if her husband cooks for her after a long day :)

    P.S Loving your new layout. Its so cheerful :)

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    1. Pratibha, you just said what I was trying to say.
      Nobody is ready to take the essence, Everyone is behind finding logic, practicality and faults. Some pass some feminist comments...

      Anyways, thanks :)

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