Women in the driving seat

In 1996, the United Nations General Assembly proclaimed November 21 as World Television Day in recognition of increasing impact of television content, has on its viewers.

While advertisement has been a foremost segment of television, its content has undergone seismic changes when it comes to the portrayal of women.

There has been a paradigm shift in the way women are delineated in the Indian advertisements. There was a time when Indian advertising had a regressive mindset, women were mostly treated as an object and functioned as the fairer sex demanded.

However, with the passage of time the image of women from being perfect wife or an immaculate daughter-in-law has been shifted to someone who has her own identity.

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Advertisements do reflect what is happening in the society, but if the change starts with advertisements and then trickles down to the people then this gradual change might witness some speed.

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If advertising is a reflection of society, it is vital that Indian advertising witness and depict the success women of India have achieved. The hard work of women of today has redefined their role in society; same should be publicised to the world for nation’s betterment.

And to some extent marketers have started to utilise this transformation to launch their products strategically. Here are some of the campaigns, which have taken a step further to break the pre-conceived notions of what women are and what they are capable of.

Arrow
Be Bold Be Anything- The clothing brand had chosen a theme as ‘Be Bold. Be Anything.’ The commercial was based on the message driven from children as to what would they want to be when they grow up. While girls dreamt of being doctors or painters.

Interestingly the kids strongly believed girls could not be a pilot, a police officer, a footballer or an army officer.

The spot then introduces some women to the children and they are dressed in their uniforms, there’s a woman pilot, a police officer, an army officer, a footballer, all interacting with the children and while at it opening their minds to ‘Be Bold. Be Anything.’

Tanishq
A Wedding to Remember- Widowed and divorced women in India have been treated with biasness since ages, but this ad from jewellery brand Tanishq broke the stereotype with subtlety.

The commercial depicts the woman who’s marrying for the second time, having all her insecurities which wash away the moment she sees her husband who displays love and respect for both his wife and her young daughter.

Havells Fans
In 2013, Havells came out with socially relevant ad that brought out the small things people are doing to remove the irrelevant patriarchy system.

The commercial shows how a man decides to take up his wife’s last name post marriage. And, the smile of satisfaction on registrar’s face which depicts the change is beginning although it’s a long way.

Nike
Deepika Padukone - The sportswear brand Nike had launched a new music video aimed at girls, urging them to go out and play a sport.

The video featured Deepika Padukone and other female athletes and marks a departure from past women centric sports advertising in India.

The ad also broadened the scope of sports, which is majorly concentrated on cricket.

Ford Women in The Driving Seat
Bold, independent and confident of making right choices. That is how Ford celebrates the empowered women in India of today.

Playing on the theme of taking “safety in your hands”, the commercial showed a self-assured Kalki Koechlin celebrating the essence of ‘Raksha Bandhan’ by tying Rakhi on her wrist before driving off in a Ford EcoSport.

Moving beyond the traditional approach, the commercial communicates the empowered and progressive outlook of the modern women and shows how the women of today are taking charge of their safety and making right choices in selecting products.