5 times Indian commercials mercifully got feminism right

Indian advertisements have come a long way. Photo: Youtube

Have you had enough of those cringeworthy TV commercials that portray a woman as a sex object? We know we are. For instance all the deodorant ads that show that women will just jump right into the lap of a man if he uses their product. Someone tell these ad-makers to grow up, please?

Well, all is not lost. While Indian ads have continuously missed the mark on being progressive and sensitive, there have been those few which have given us the gift of sensitivity and sensibility. These ads have not only understood the meaning of the word feminism, but have also tried to spread the message across to the audience.

Here are five ads that got feminism right and made every woman proud.

Titan's Advertisement On Motherhood

Titan's latest advertisement titled #MomByChoice tries to dispel the stereotype about motherhood being a sacrifice. In the advertisement, which is a part of the brand's 'Khud Se Naya Rishta' campaign, a mother-to-be can be seen delivering a speech at a family gathering.

She says that she believes she'll be that type of a mother who wouldn't be able to cook chapatis for her child, nor would she wait late at night for the child to be back home. She points towards her mother, and thanks her for the unconventional way she brought her up, for her travel tales, for doing her PHD at the age of 45, and finally for loving her own life, as much as she loved her. She signs off that motherhood shouldn't be a sacrifice, but should be a choice.

This is not the first time Titan stood up for women rights through this campaign.

In an earlier ad that starred Nimrat Kaur, depicted how a woman must always stand up to man who asks her to quit her job.

The ad titled #HerLifeHerChoice, shows Nimrat sitting at an airport reading a book, when she's interupted by an ex-lover who asks her if he could join her. When she asks him how he has been, he makes a reference to their breakup and how she left him.

When he asks her why she's still single, she reveals that she never gets time from work. The man retorts that their relationship would have worked had Nimrat stopped working. She says that he could have quit too, to which her ex says that he could not have quit, seeing how he is a man. Amused, she tells the man that he is still the same man that she had left all those years ago.

United Colours Of Benetton's Ad on Gender Equality

The clothing brand's ad titled #UnitedByHalf is aimed at starting a movement for everyone acknowledging and celebrating women as equal partners.

It talks about how women are not better or worse halves, but equal halves instead, and why women should be treated as equals to their male counterparts. While encouraging women to stand up against the stereotypes, it urges them to overcome taboos defined by society through their ad.

The campaign falls under the wide umbrella of gender equality. Recently, a large number of brands have been focusing on it.

Llyod's Washing Machine Ad On Gender Roles

Lloyd went a cheeky way to smash gender roles that the society has thrust upon us. It made an ad film about its new line of products dubbed as 'unisex' washing machines.

The ad starts with a salesman offering to show a male customer some washing machines. The man, who is glued to his smartphone, dismisses him and directs the sales person to his wife saying it's 'her department'.

This exchange doesn't go well with the wife, as she taunts her husband by asking if the store has 'Unisex' washing machines. She points out to her husband that their washing machine is a 'ladies only' machine, given that he never touches it.

The salesman introduces the Lloyd Unisex washing machine and its advanced features. The lady takes another swipe at her husband, saying the features are so easy that 'Even sir can use it'.

Tanishq's Commercial On Widow Remarriage

The society has always had a differentiated view on remarriage. While it supports a man for remarrying because he would need companionship, it resorts to judging a woman if she does the same.

Although, history has shown us educated people like Raja Ram Mohan Roy and Ishwar Chandra Vidyasagar upholding the concept of widow remarriage, Indian society is yet to fully accept it.

This wedding jewellery ad by Tanishq's uses the premise of remarriage as the backdrop. The ad opens with a bride getting ready for her wedding, who spots a young girl standing at the door and asks her to come in. Post a playful interaction, the bride adjusts the jewellery on the girl's forehead.

They walk hand-in-hand into the wedding mandap and the girl signals to those seated next to her to let her join the couple. Getting no response, she asks the bride addressing her as 'Mama', revealing their relationship. The bride hushes her up and continues walking but the groom senses the little girl's disappointment. He lifts her in his arms and the three continue to make their rounds around the sacred fire.

Ariel's Advertisement On How Washing Clothes Isn't A Woman's Job

Traditional gender roles demand that women deal with household chores and child care, even if they have a full-time job, just like their male life partners. Our society sees woman as nurturers, so even when a woman is working, she's solely responsible for taking care of her home.

Ariel's commercial titled #ShareTheLoad tackled this issue and asked men to take equal responsibility for all domestic tasks. The ad showed an elderly man playing with his grandson in a picture of domestic bliss. His harried young daughter walks in from office, asks after her son's homework, and gives travel tickets to her dad before taking an office call.

She is seen rushing to the kitchen to make tea for her husband, while the old man recalls how his little girl, who used to play with her doll house, now manages her own house.

He goes on to say how he has always set up a wrong example and is proud of her daughter, and would start helping his wife from now on.