If you think we have gotten over the patriarchal mindset that thinks women only belong in the kitchen and dowry is something to be celebrated, then you should watch some of the advertisements by Indian brands that will make you go ‘WTH’!
Now, the popular Indian dairy brand Amul has come up with a new advertisement for its products that comes across as ‘tone-deaf’.
The ad portrays women of different age groups in stereotypical roles like cooking, taking care of the family, and making them happy by cooking food.
Through the advertisement, the brand allegedly “celebrates the spirit of every Indian woman who shapes the lives of all her loved ones”. So basically, all Indian women do is cook.
Watch the video here:
— Amul.coop (@Amul_Coop) September 14, 2022
People online thought it was regressive and misogynistic. Here’s what some of them said:
— Padma Free Joey P 😌🙏🙏 (@joeyp225) September 14, 2022
Fantastic Ad by @Amul_Coop! Of course, jobless feminists (who mostly can't cook), and other such weird types who can't fit into traditional families are outraging for no reason! Unequal representation in the Ad it seems! 🙄🤦🏻♂️
— मङ्गलम् (@veejaysai) September 15, 2022
According to Amul the only way Indian women are shaping the lives of their loved ones is by cooking for them. https://t.co/2fuE9WJGFG
— Veena (@veenavenugopal) September 14, 2022
Thanks but no thanks. I’ll manage to shape lives without being the sole cook in the house thankyouverymuch. https://t.co/EeK3FsvKjJ
— Riddhi Kaul (@RiddhiKaul) September 15, 2022
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Amazing that it’s 2022 and large organisations like Amul still see such sexist ads as unproblematic. I’ll be using this as an example of ‘How not to create an ad’ in my ‘sex, sexism and advertising’ lecture next month. https://t.co/NfU3RWLVmb
— Dr Anuja Pradhan (@anujap) September 15, 2022
These ugly regressive sanskaari tropes in Indian ads continue to influence & seed new generation of toxic patriarchs to be acceptable in both private & public consciousnes
Prime exhibit: The ugh misogynistic commenters masking this ad as a tribute to “women” 🙄😤🤯 https://t.co/ekdmBKrBWm
— ニーナ・シモン (@fanofninasimone) September 15, 2022
Oh eff off you gender stereotyping shit heads! https://t.co/g5Pi5VWDkL
— Satheesh (@KatiePatang) September 15, 2022
The problem with this ad is not just that it shows women as the one who should cook, but the removal of maids from an ad shiwing Indian kitchen. The class shown in these ads have at least two maids working.
Where are the maids gone?
This is how myths are created. https://t.co/nX5B31aLkL
— Shafiullah Anis (@KungfuPasmanda) September 15, 2022
Every Indian woman isn’t just a FREE cook and FREE caregiver ffs. If you have to show women doing this (they do) at least demand equal share in finances or show men doing all this too. https://t.co/SRF6m4oh4Z
— DisgruntledAandolanjeevi #DestroyTheAadhaar (@SanskariStree) September 15, 2022
Every Indian woman ? All Indian women do is cook? Get progressive.
— Suchit (@GastiSuchit) September 14, 2022
Cooking is a basic survival skill and food is for one and all. Making the former into a gendered thing is regressive and patriarchal. An inclusive ad that makes men participate in the process would have been a better ad material. This one is quite disappointing
— VJ (@VJ290481) September 14, 2022
Amul, just a reminder that we are in 2022…..your ad shows you are still living in the 19th century.
— Confused Forever (@ConfuseForever) September 14, 2022
Silly Ad! Women today are not just restricted to the kitchen! And even men in several households share the chores of cooking!
— Amma Pakoda (@ammapakoda) September 14, 2022
The spirit of every Indian woman is in peril.
It’s true that as we move toward the future, our ideologies become repressed! @Amul_Coop this ad shows your deep-rooted patriarchy!
— Nota Voter (@NotaVoter007) September 14, 2022
Are only women supposed to cook? It’s 2022 & yet the men have still not learnt?
— Lavina Solomon (@LavinaSolomon) September 14, 2022
This, coming from a brand that is famous for its witty and funny posters and tributes, is even more disappointing.