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9 Comments

  1. I personally welcome all the grooming ads because an average Indian woman pays least attention to that. I mean how many average Indian women even take a 2nd look at their skin or hair? Now, if the lure of the ad is a praise from husband or partner or family – then for the moment, so be it; maybe it’s the only language a majority of Indian women understand. Let them first discover physical feminity in themselves, the emancipation will follow.

    The true essence of a woman – i think whenever a woman does what she `believes’ in – aggression, submission, demanding, delicate, career-girl, housewife, activist, mother, nun – any damn thing, but as long as she `believes’ in it & `wants’ to do it, it comes across as beautiful, desirable, feminine, attractive… because she has put her soul in it. And when she `forced’ to do things she `doesn’t want’ to or `doesn’t believe’ in, then somewhere her feminity wanes, and it shows.

    I think we owe it to women to let them decide what they want to… and give them a chance to do it.

    • Sandhya Srinivasan |

      I agree anu. In the real world, let the woman just be. In the world of communication where brands like movies have an opportunity to define a progressive role for themselves, we need a fresh take. Yes, advertising does reflect the reality & aspirations of the woman as she is today. But a self aware & feminine woman (w/o being provocative or just independent in attitude, both of which are two ends of the new woman) is a rarity. As a student & practitioner of this glorious biz, i was hoping to see more exciting dimensions of our species. Because she is quite a stunner when she breaks out of these stereotypes.

      Thanks much for your take.

  2. Anirban Roy |

    Nice one Sandy – one observation: we have always approached this ‘woman’ from the role she plays – mother, wife, daughter etc. Perhaps that’s the greatest reason why we fail to, as a community, and as a nation, breakthrough the stereotypes. I think it’s time to talk to the woman as a ‘woman’… :) Oh, and thanks for sharing the Billy Joel number – classic!

    • Sandhya Srinivasan |

      Couldn’t agree more. There really has to be a change in our terminology when the ‘target’ is getting defined. There must also be a way to beat obvious research potholes. Collective feedback often dwells on women playing safe. So an execution fails for being too bold.

      Besides all folks in our craft must experience the changes, rather than be victims of creative briefs. Which means know, talk, believe in fine tuning the story telling. I still admire Yash Raj for that. He was a fine insight miner & story teller.

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