Posts Tagged "Marketing to women"

When will women truly come of age?


How I wish women said this poem aloud as they waltzed through life. But the title above is the reality, especially in Indian advertising. And that coming from a woman, i.e. I, me, myself. says a lot. Not about me, but the scores of learning that I’ve gathered from so many women chat ups across India. Big towns, small towns, metros, urban corners of cities, suburbs… Of course women have progressed in leaps & bounds. If you slot them in the ‘being independent’ & gaining confidence’ arena, there is tangible difference for the world to see.

But when it comes to comfortably co-existing & even flaunting their feminine power, the stereotypes play truant all the time. Why is femininity always depicted as the docile or then belligerent or then vampish or then independent woman…
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When ‘Woman Empowerment’ became the next big thing!


How many of us have seen a surge of brands celebrating the woman in the recent past? Offering her benefits, personal attention and promotions that make the average male customer feel deprived. Simply recognizing that women disproportionately lead buying decisions. So from a few brands that were anyway woman-centric, a slew of brands & concepts have emerged that elevate the woman’s status.

Now of course there are misogynists who believe that if women demand equality, then there is no need to lift them from any ‘down in the dumps’ status. Perhaps they were the same voices of dissent against the “Women’s Reservation Bill’ too. Honestly the feminists who can stand up to men on an equal footing, are niche. However, entirely new armies of women who believe in liberation are emerging. And many have…
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