The Portrayal of Mothers in Indian Advertisements and its Evolution
In the advertising industry, the role of a mother has been played by many and looked upon by millions. It’s very interesting to see how the mother has evolved in these ads. And I am not talking about looks of her wearing a skirt or a jeans than wearing a saree. Evolution of mothers has happened on various fronts challenging multiple stereotypes that prevailed in the society. Below are 10 such evolution you will find interesting to note:
From being an Orthodox to being forward thinking – Maggi Masala-e-magic taught that moms do not think the same way they use to think or do themselves earlier. It showcases how a Mother asks his son to stop bothering about the same thoughts that existed a generation back on women not working after marriage. From being traditional to being Cool – Canon Reunion Trips showed how moms are now being cool with everything like tattoos, color
From being Cliché to being Open – The typical Indian value system where mothers teach their child that you can get only married once, is getting remarried in this wedding film by Tanishq.
From being Conservative to being Accepting – Fortune’s Mother Exchange film showcases how mothers have become more accepting to share their child’s preferences with another woman, by giving someone else the right to prepare her son’s favourite dish.
From being a Giver to being a Taker – With ads nlike British Airways a ticket to mum we have showcased how mother is not the only one who should be giving, planning and sacrificing in a relationship. Other can surprise her, too.
From being selfless to loving oneself – Snapdeal’s Unbox Zindagi showcases how
subtly a mom is being conscious about her figure and post-partum looks than just being thinking about the kid. From thinking of child’s ambition to yours own – The Biba change is beautiful campaign showcases how mother also has ambition and one should support her to meet it even if they don’t say it.
From being quite to being vocal about desires –
We all have desires but being a mother you are always suppose to supress them and not say out loud, this film is a brilliant execution of breaking that stereotype from Helpage India. From being a female to being a transgender – The best one is how a female is not only qualified to be a mother but a transgender can do that also in the Vicks film #TouchOfCare. From being typical to breaking all barriers – This one I would like to leave incomplete so that we have many such stereotypes broken in coming ad films.
Source : AdAgeIndia