Advertisements today have begun shunning stereotypes to mirror reality and challenge the status quo as they bat for gender equality across realms.
Compared to the time when women were depicted as sacrificial mothers, daughters, or sisters, who toil hard with chores, today the ads portray the women turning a new leaf, as someone determined to prove their mettle personally and professionally, asserting gender equality.
When the message rings clear
A recent ad by 3 Roses, shows a mother-in-law worried about the daughter-in-law’s decision to continue work even after having a baby. The daughter-in-law calmly tells her she will shine in all the roles, just like the versatile and strong tea with the right taste and fragrance. A pertinent message, it conveys the importance of career intentionality for a woman, and the role a family plays in supporting her.
The above ad is among the many that have entered the fray with the contemporary message to bridge the gender chore gap or depict the changing urban milieu.
In 2020, dishwashing soap Vim’s campaign featuring cricketing legend Virender Sehwag challenged the notion of dishwashing being a gender-specific chore by showing a man washing a heavily-stained cooker. As part of the same campaign, a recent ad by the brand has a soon-to-be-married couple discussing dividing the household chore of washing the dishes to ensure that both can work without worrying about the dishes in the sink.
Reality inspires
A beeline of medals at international games like the Olympics by women athletes and the Indian women’s cricket team going places in recent times have been a source of inspiration for brands like Boost. Known for its endorsement by top sportspersons like Kapil Dev, Sachin Tendulkar, and MS Dhoni, the recent ad by the energy drink brand shows a girl challenging boys in the game of cricket, defying the common perception that the game is not for girls. Adding a punch, the girl reiterates it is not the gender but stamina that determines who can play it.
Women’s safety, which becomes a hot topic intermittently, has taken center stage with Hamam’s campaign. The GoSafeOutside campaign shows a mother enrolling her daughter for self-defense classes for her to step out without fear.
How they influence
Studies have shown that advertising, as an essential part of marketing for products and services, influences social processes and behavior. Precisely why commercials and campaigns have come under fire for pushing stereotypes.
Diversifying creative teams to bring about a transformation in the concepts is one part of the game. However, it is also important to reach out to particular demographics through campaigns and creatives that touch the cultural spirit.
Avtar’s Viewport 2021 study titled ‘Chore Division & Dynamics at Indian homes: An exploratory research during COVID times’ has turned the spotlight on the paradigm shift at homes. The study has revealed that almost 35% of men have begun contributing more time to household activities after the pandemic. Another interesting finding is the 22% increase in the number of men who spend four to five hours in household chores, which is a sign that men are getting involved in the housework. The study findings put the Vim and 3 Roses ads in perspective. FMCG brands, closely associated with the working-class population, have the task cut out to change perceptions and reflect the transience.
The trend set by the path-breaking advertisements gives the brands a strong reason to send a viewpoint across for the audiences to consume. They aren’t yet out of the woods when it comes to the troublesome stereotypes that still rear their heads, but the momentum gained over the recent years signals that a change could soon be on the horizon.
