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Women empowerment gets a fillip in advertising; Bajaj, Fortune Oil, Nature Fresh mirror new trends

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Women empowerment gets a fillip in advertising; Bajaj, Fortune Oil, Nature Fresh mirror new trends

Marketing strategies can never ignore women as they are pivotal in household purchase decisions. So can advertising strategies be any different? A recent flurry of ads confirms synergy between the two functions. Bajaj, Nature Fresh Sampoorna Chakki Atta and Fortune Rice Bran Health Oil have reiterated the importance of family support for career women, in their latest commercials.

The Bajaj commercial reverses the age old adage of a woman being behind every successful man by captivating a contemporary insight –today, behind every successful woman there is a family, as it is often impossible for a woman to juggle personal and professional commitments without the support of the latter. A majority of women leave their jobs, when they become first time mothers. Many want to get back to work but are apprehensive that their job as a mother will take a backseat. This is where support from the family becomes crucial and this is the key insight captured by Onads Communication in the commercial.

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Speaking on the campaign, Beena Koshy, Vice President and Head – Advertising and Brand Development, Bajaj Electricals Ltd., commented, “The campaign perfectly encapsulates what we as a company have always felt in terms of our relationship with our consumers- ‘We are family’.

On the occasion of Diwali, Fortune Rice Bran Health Oil released a new commercial titled ‘Is Diwali, ghar ke saath saath, dil ki safaai bhi kare’ which stressed on the fact that Diwali is not just about cleaning and illuminating your homes, it is about illuminating your hearts and minds as well. The ad talks about the importance of a woman’s career in a light hearted manner and draws attention to the fact that a man needs to be supportive towards his wife’s profession.

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Nature Fresh Sampoorna Atta has gone a step forward in questioning notions of some established interpersonal nuances of Indian households. The latest ad titled ‘Khali pet jung nahi jeeti jaati’is a story of a woman, whose in-laws wants her to concentrate on family planning and have a baby. The woman wants to concentrate on her career instead for the time being. After initial hesitation, her decision not only gets support from her husband, but from her in-laws as well.The ad, conceptualised by FCB Ulka, takes a family route to make a point and simultaneously connect with consumers. Commenting on the commercial, Vasudha Misra, Sr. Creative Director, FCB Ulka, said, “Often this category is very functional and fails to connect with the audience. The intention is to launch the campaign with a conversation that is topical and connects with everyone.”

This trend of women empowerement is not unprecedented in Indian advertising. Last year, Raymond had released their ad ‘Being there’ which broke the cliché and the mindset by showing that a man can take equal responsibility of the child by staying back at home and letting the wife go to work. Conceptualised by Famous Innovations, this ad portrayed the qualities of ‘The Complete Man’ by showing a husband who is not mired in gender stereotypes, but is a responsible husband.

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On the other hand, Airtel’s ‘Female Boss’ ad had created a lot of furore on the social media and drew flak from some for being ‘sexist’ and ‘stereotyped’. The ad was a story about a resolute female boss ordering two male colleagues to get an assignment done, with one of them protesting its feasibility. The boss, however, was unrelenting to this protest. Later in the evening only one man was shown working over-time. He receives a call from his wife—the boss being the wife. The ad portrays the effort of a strong female boss at work on one hand, and a caring wife who wishes to spend the evening with her husband. She, in turn, ends up cooking a scrumptious meal for the husband while he slogs at work. It was termed sexist on the grounds, that on one hand, she is being shown as the boss on the other hand, it is expected that, she will only go home and cook for her husband.

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