Modern and Progressive Women Oriented Advertisements For Better India

Women Oriented Advertisements
Women Oriented Advertisements

 

Modern and Progressive Women Oriented Advertisements For Better India

Women Oriented Advertisements For Better India

By Dr. BhanuPriya Khatri

Women Oriented Advertisements

Greeting the enduring courage and internal splendour of cancer survivors, The “Dabur Vatika” ad featuring bald cancer survivor women is a great and appreciable CSR initiative which has surprised the public. The advertisement introduces the journey of one such cancer survivor and presented the pillar of care and strong support system from family, husband and society to make her bold and beautiful.

Usually, the Hair care companies are subjected to women’s fashion, hair style, long and shiny hair.  But the advertisement draws attention to the expression that ‘Some people don’t need hair to look beautiful’. In the words of founder of Dabur, Dr. S. K. Burman, “What is that life worth which cannot bring comfort to others?”

Dabur  Vatika has approached the women cancer patients who have beaten the cancer and appealed them to write and share their motivating stories to inspire other cancer survivors. The beautiful song “ Tu faulad, tu phool” sung by  celebrity singer/composer Salim Merchant resembles women’s inner capacity and will power to overcome difficulties which  has made the ad more meaningful and attractive.

Women Oriented Advertisements

In India, there are so many gender disparities as Feminity correspond to a woman’s domestic talent. Unfair division of the work is the root cause of the disputes between the Dual career couples.  Ariel’s campaign “Removing the Stains of Social Inequality” has won “Campaign of the Year” at M&M Global Awards 2016 and “Glass lion” by Cannes. The advertisement by Ariel has strived upon “Share the Load” becomes its brand identity and it has in actuality focussed the gender equality. Ariel has embarked to break the stereotyping that washing is not only a women’s job. The ad depicts that a father went to daughter’s home and he was feeling proud to see how his daughter is managing her career life as well as home chores but at the same time, he is feeling apologized that if has helped her wife in home chores then definitely the thinking of daughter was different that it is not only a women’s work. So, he decided to help her wife at least in laundry. This ad has gained the attention of millions of Face book and Twitter users.

Women Oriented Advertisements

In today’s competitive world, managers are focussing to manage, develop and retain the talented workforce. Women have to face several challenges as they have to handle so many responsibilities. Pregnancy should not be a phase of physical disability. Pregnancy also sometimes creates problems like fear of loss of jobs, illness, emotional demands of love and care or other physical problems. Mankind Prega News has created wonderful advertisement for Mother’s day which shows that there is pressure on the manager for controlling the cost of organization. There was one women employee who is pregnant. She went to office in the morning and watched that all her things are not present on the table. She feels very bad and thought that she has been terminated from the job just because of her pregnancy. She went downstairs to talk to her manager. When she goes down, she was surprised by seeing a separate cabin having her name written on the name plate. She entered into the office and was surprised to see all her things. There was a comfortable chair and all the furniture was based on ergonomics. And also find a note written ‘Happy Mother’s day from Your Second Home’. Suddenly, manager enters and asked him that if she is comfortable or not and told her to join meeting. His magical words, “Becoming a mother is not easy, we tried to make it less difficult for you” makes the lady delightful.

This advertisement has touched the heart of all the working women as the women needs special attention and care during pregnancy and if, organizations are formulating strategies to satisfy the working women, the talent retention will become unproblematic. “Your second home” campaign by Prega News has really forced the companies to think and create the facilities for the health, safety, comfort and care of mothers-to-be as they really spend most of the time at their workplace. Instead of promoting the usage of pregnancy testing device, the brand has promoted the care of mothers- to- be is really very appreciable and indicated the modern face and experience of responsible working women. The brand has successfully connected the customers by creating experiential marketing. To promote the CSR activities, the brand has also formulated one website in association with Spice Jet: www.yoursecondhome.co.in. This website elaborates the do’s and don’ts of working women as well Spice Jet has formulated fully fledged planning from the time tickets are booked until the travellers will reach their destinations, expecting mothers will be pampered and cared for with utmost attention by the Spice Jet team in this uniquely branded aircraft.

Women Oriented Advertisements

Dalda is a distinctive brand and it has accomplished growth on the groundwork of its constant and rigorous endeavour to remain pace with the varying consumer behaviour.

The advertisement has perfectly shown that it is not only the responsibility of daughter in law to cook food. The daughter in law after returning from office feels great to see the cooked fish prepared by mother in law. The best part of the advertisement was that the mother in law has prepared fish despite of being vegetarian. That’s why the brand has really tried to capture the emotions of the people by attracting lines “India ke kitchen badal raheen hai aur badal Gaya hai India Ka Dalda. Naye zamane Ka Naya Dalda”.

Women Oriented Advertisements

Vogue India initiated the social awareness campaign to prevent domestic violence from different perspective. The advertisement has shown the boys crying in different phases of life and people were telling “Boys Don’t Cry”. At the end of the advertisement, Madhuri Dixit suggested “We teach our boys not to cry. It’s time we teach them not to make girls cry, Start with the boys’.

The advertisement by Havells Appliances is marvellous in explaining the fact that the Women are not kitchen appliances. The advertisement starts with the marriage discussion setting between the family members of girl and the boy. The boy’s mother was saying that the boy doesn’t know how to prepare coffee and even for coffee, he has to depend on the Coffee Cafes. So, the girl went and came back with the Coffee maker machine and says that it is 24 hours coffee maker and it can settle with him even without visa. Then the girl gently said that “I am not a kitchen appliance.” The advertisement has really pointed out the hard core old believes prevailing in India that only girls are responsible for cooking.

The advertisements of Titan Raga revolve around the theme of women empowerment by throwing light upon the message “ khud se naya rishta”. Titan Raga’s Women of Today has narrated a short story of a pregnant woman who was saying that she wants to become like her mother as her mother has not compromised her dreams because of the motherhood. The role of the women has been redefined by demonstrating that Motherhood is a liked choice, not burden. Even mother can enjoy her life without any sacrifice.

Fair & Lovely is the market leader in Fairness Cream. Hindustan Unilever positioned itself as world’s No. 1 Fairness Cream. In India, it is considered that “Fair is beautiful” which is completely false. As per Advertising Standards Council of India, “Advertising should not communicate any discrimination as a result of skin colour.” Fair Lovely was showing advertisements in regard to fairness but the now company is also expressing the women with the hope and self confidence in order to avoid controversies. The great initiative by the company is Fair & Lovely Foundation. This Foundation is taking care of women for their bright future by enhancing their knowledge, skills and guiding their career. This foundation also provides career seminars, scholarships for higher education.

Women Oriented Advertisements

Biba’s Ad Change the Convection as the Change is beautiful is trying its best to balance the socio- economic power between men and women. The advertisement has demonstrated the hard core truth of the arranged marriages in India but it has also displayed the girl’s father is also concerned that whether the boy knows cooking or not. At the end of the ad, the boy asked the girl’s father to come his home after 10 days as he will try to learn cooking within 10 days. The Theme “Change is beautiful” has become successful in proving that the advertisement is beautiful.

The role of the Indian Women has been changed since few years. The gender disparities must be removed for the overall development of the nation. In earlier times, there was different kind of advertisements showing traditional women who is very much possessive towards the family.

It is quite obvious that males and females respond differently to advertisements and the products which are greatly used by women are focussing upon the empowerment of women so that the women will be pulled towards purchasing of the product. Advertisements have tried to foster the up gradation of women by changing the mind sets of the people.  The people have going ahead acknowledging the women’s contribution.

 

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