Havells Breaking Gender Stereotypes Through Smart Advertising
At Badal Ja! we love smart media. We’ve featured a bunch of creative advertising in the past, and the latest set of ads run by Havells India makes us want to jump and giggle with joy.
Not only is Havells winning over the growing demographic of working Indian women with an ad catered to their bread-winning pockets, they are also encouraging the idea of sharing household responsibility between a couple—a relatively new concept for the Indian household.
Read that line again boys and girls. ‘Sharing household responsibility‘ – helping one another to get things done around the house. With more and more couples needing both members to work, it is important to remember that running a house is a full time job.
Honestly, it’s slightly surprising the defensive reactions of some Youtube commentators (because yes, Youtube comments are a great place to read balanced, well thought points of view ;) ). There seem to be many voices saying the ads are ‘gender dividing’ or ‘gender bashing’ with ‘women refusing to do housework’.
In our humble opinion, nowhere in these ads do they say that women should stop ‘taking care of their houses or family’, they just encourage men to rethink of the way household chores get done. So why such a defensive reaction? Heaven forbid our men pick up an iron and iron their wife’s salwaar kameez to help her get to work on time after she woke up early to make breakfast for everyone at home. What part of that scenario seems unfair?
Our two cents: Lighten Up :) Why is that whenever a company tries to do something different or ‘pro gender equality’ through their advertising, there seems to be a lengthy discussion spawned over what the ads mean or don’t mean for our culture.
It’s just poking a bit of fun at the struggles a lot of Indian working women face today, perhaps at the expense of men and mother in laws, but so what? Having a sense of humour is one of the most attractive qualities in life, and If we can’t poke fun at the roller-coaster ride that is ‘life in India’, well, I think, we would all eventually go mad.