Modern Indian women are known to be career-driven professionals, caring wives, excellent cooks, smart businesswomen and go-getters. And, they are ‘all of it’ at the same time. Yes, this is what an Indian woman today is, which is very well-brought out as this new ad of Airtel unfolds. The launch of this commercial has created quite a buzz in the social networking space. Take a look:
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Few commentators have praised the woman’s image, as someone who is balancing it all perfectly. While others have a diametrically opposite view, emphasising on the hidden side of the story, where a woman is back again reduced to an age-old stereotype. So, here are the two sides to it:
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Many viewers love this non-fragile lady, who has no place for personal emotions in the workplace. She is outperforming her husband and is not apologetic about being his boss at work.
Yet, even though she is at the peak of her career, her personal life has not gone for a toss. Along with being the ‘boss’ at work, she also gets credits for being a caring and capable wife when at home. She cares and waits ‘hands-on’ for her husband, who is stretching his hours at work. She is smart enough to know when to merge and unmerge her family and professional lives.
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Now, let us tell you the other side of this commercial that many are talking about. There is a lot going on in the ad, and many feel that it is just an attempt to please the confused Indian society, which feels that modern woman should be a go-getter, but since she is Indian she must mould herself into the role of being a good wife too.
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This other view stems from the scene where the strong career-woman fades into the image of a typical housewife quickly. At the end of the day, as soon as she steps out of her office, she returns to her good old periphery- the kitchen.
The notion that she is a bright, ultra-modern woman slowly blurs when it is shown that climbing the career ladder is not enough for her. She still needs to prove herself as an ideal wife back at home. The reality is that she can’t trade off her household duties for anything in the world.
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So, these were the two sides that many have observed in this advertisement. We would love to know, which of the two viewpoints will be getting your vote, or is there any other side that you have observed that you would love to share with us, then do leave your comments below.
