Many gender stereotypes are perpetuated by advertising and films—that they only reflect what society is and believes is a lame excuse
The HDFC Standard Life ad challenged stereotypes
Mummy ki roti gol-gol, papa ka paisa gol-gol.” An innocent rhyme, with a heavy gender stereotype chime. What we are communicating may just be a moral crime. Think about it.
Every storyteller—whether it’s a movie, brand film or a soap—has a blank canvas and a choice of what story they choose to fill the canvas with. And this choice, laden with creative freedom, also means a huge element of responsibility. While we reflect reality, we also can create new ones. Amidst all the discriminations and stereotypes, gender disparity is the gap that sure needs to be aggressively bridged. He to She is a change we need to bring.
Often I come across this lame excuse that films and ads only reflect what the society is and believes in. But the truth is what films and ads show deeply impacts the society. Our subconscious absorbs what it is constantly made to believe. The key is to keep pushing the bar on progressive reimagining and breaking stereotypes step by step.
Audiences when exposed to progressive content are given an alternate dimension of believing that this too is acceptable and okay in society. For example, having two daughters is also like having a complete family as opposed to the age-old stereotype family portrait of hum do hamare do.
Unfortunately the issue had been the lack of realisation and a certain amount of ignorance. Fifteen years back, when we started the Population First Initiative by UNFPA and I became the ambassador for gender equality and gender sensitivity in advertising and feature films, I figured that a lot of advertising folks never knew that by portraying a boy and a girl they are actually doing a disservice to the society and actually providing impetus to the stereotype.
(This story appears in the 31 July, 2020 issue of Forbes India. To visit our Archives, click here.)