Breaking the shackles of Stereotypes in Advertisements


Since the time India has been doomed with Patriarchy, Gender Stereotyping has been showcased not only in televisions and movies but also advertisements. Advertisements that have been prevalent since their advent have very well categorized products according to gender. Washing machine, washing powder, cosmetics, cooking utensils etc are women centric products whereas ads related to bank loans, cars, debit cards etc are in clutches of men. This practice has led to symbolism of household chores with women and earning and working with men, which runs in veins of our society. The reason our country is lacking behind is that we as society are still not able to recognize men and women as equal; that they both can perform same set of work.

Changing this perception will require breaking the shackles of traditional gender roles and rather portraying men and women equal. Revolution has already begun in our cinema and television industry but lately our corporate houses and advertising agencies are seen subverting stereotypes by taking baby steps. Within past few years we have seen various advertising campaigns and advertisements challenging pre-existing notions about masculinity, questioning gender status quo and attempting to dismantle toxic adages such as “boys will be boys”.

Hero MotoCorp launched their series of advertisements for ‘Hero Pleasure’ which featured Alia Bhatt driving vehicle late at night or in city outskirts. Its tagline ‘Why should boys have all the fun?’ questioned people and aimed at changing their opinion about females driving alone at night or in outskirts.

When it comes to pioneer in creative ideas and breaking stereotypes ‘Ariel’ comes to my mind. Ariel challenged the notion that it is a female’s job to wash clothes. They came up with #ShareTheLoad Campaign where males are shown helping their mothers and wives in washing clothes.
Another advertisement was launched by Ariel where a single parent, father is multitasking between daily household work and a full-time job. The stain on his daughter’s clothes were symbolized with tough life of a single parent which can be made easy with Ariel, #ToughIsEasy.

Recently, Gillette started a campaign #ShavingStereotypes, where they shared heart-warming story about two girls for a village in Uttar Pradesh, who bridge the gender divide by running their father’s barbershop. Gillette which has always been associated with males showcased that females can also do male centred jobs. “How does it matter which gender holds the razor,” the advertisement states. 

Another advertisement was launched by Hindustan Unilever Limited’s fabric softener brand ‘Comfort’ which showed a mother teaching her son to do laundry and giving a message that laundry is not just female’s job but everyone can do it.

Such advertisements send powerful message in society with the aim of bringing change in the mindset which thus can be seen in the actions of people. It’s a high time we break the chains of stereotypes and gender norms. Through such portrayals perspective, more emphasis is to be made towards aspirational roles.



Picture Courtesy: Gillette

Picture Courtesy: Ariel 

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