Five Progressive Indian Advertisements That Are Shifting the Dialogue

Why do brands dealing in health oil, detergent, flour etc. always choose women to advertise their products? We find them cooking, washing and cleaning in the commercials meant for the promotion of these items while the men don't have a significant role to play. Lately, there has been a slight advancement in these advertisements. This is a list of five progressive advertisements where women are projected as strong and independent.

1. Saffola Gold

Using their own version of the Bollywood classic Jab Koi Baat as the jingle, the Saffola Gold advertisement shows what we may call a role reversal. We are used to seeing women cooking elaborate meals for their husbands after  they are back from work. This campaign flips the scenario and drives home the idea that a woman too can be stressed about her work and there's no shame in a man taking the responsibility to cook a healthy meal for his wife.

2. Colgate

In this advertisement, we see a woman in her old age breaking the news of her remarriage to her family. She made the choice with a smile keeping aside the societal taboos that don't allow women the freedom the choose. This 35 second campaign teaches us to embrace new beginnings and that there's no 'right age' to fall in love.

3. Horlicks

The Horlicks campaign revolves around a mother and her daughters driving home. As their car breaks down in the middle of a near empty street at night, the worried mother starts looking for help. To her surprise, her elder daughter steps out and takes the initiative to fix the punctured tire. With the help of her mother and sister, she is able to successfully execute the task. Driving and fixing car tires are not just the jobs of men anymore. We need more such progressive advertisements which portray women breaking stereotypes. 

4. Cello Signature 

Progressive advertisements in India are now welcoming women in powerful roles. In the cello signature ad film, a woman leaves for her job as an IAS officer, a profession mainly dominated by men. We also find her explaining to her brother the responsibilities he should undertake in her absence. The commercial also projects parents who want their daughter to control the country's administration and not worry about home. Women are no longer confined to the kitchen after all. 

5. Reliance Fresh

A 50-year-old woman plans a trip to Goa with her girlfriends. Her husband constantly discourages her partly out of concern and partly because of course, who will look after the household and feed him if she is away? However, she doesn't change her mind and leaves for a five day holiday. With the hashtag Jee Le Zara, the commercial conveys a simple message: we must start living for ourselves and listen to what our heart says. So dear women, you don't have to be guilty for taking a break and enjoying a holiday with your girl gang.

Here's hoping to see more of such progressive advertisements where women are not just serving their husbands and children or 'maintaining a balance' between her home and work rather setting examples of emancipation.

Image credits: Adgully