Sudipta dwells on the evolving cultural landscape and television advertisements that reflect and shape narratives of gender empowerment, exclusively for Different Truths.
In the ever-shifting popular culture trends, television advertisements are evolving to reflect the societal transformation through their ads. From the 1980s and the 1900s to the 2000s, there has been a gradual change in their perspectives regarding gender equality and women’s empowerment. Now, they emerge as powerful agencies in shaping narratives of gender roles, deviating from the old concepts. This progressive vision towards women’s empowerment not only focuses on consumers’ consciousness but also highlights the cultural transition in our society. Now, the woman is portrayed not as a passive object but as a changemaker or a smart, decisive homemaker.
Shifting from being Objects of Desire
In traditional advertisements, women were treated as objects of beauty who could lure the entire world by glorifying their beauty and fairness. Perfect figures and beautiful damsels were floating around the television to endorse beauty products.
Women were also treated as caretakers, housewives, and daughters-in-law whose prime motive was to be fixed within the four walls of a house, involving cooking, housekeeping, and cleaning. They were confined within the sphere of domestic chores, often neglecting their professional aspirations. Historically, women were confined to domestic chores, a reality that often suppressed their professional aspirations and dreams of becoming agents of change.
However, with the change of time, there has been a gradual shift in such narrow mindsets toward the implementation of gender equality. With the growing awareness regarding feminist studies around the world, there have been incredible changes in television by redefining female identities. Females are now represented as sportspersons, pilots, astronauts, doctors, politicians, and even cab drivers—glorifying their presence everywhere.
Advertisements: An Agent of Revolution
Television, a powerful force in popular culture, mirrors and shapes societal change. It once portrayed women as passive, beautiful objects, but now, in a diverse cultural landscape, ads show them in professional roles, embracing equality. This shift is driven by changing consumer tastes, particularly among Gen Z, who are drawn to brands with authentic, progressive narratives. By featuring women in business and leadership roles, brands build trustworthiness and reliability with a modern, young audience in India.
An Instance of Indian Brands
Tanishq with its Message: Tanishq took a bold step by featuring a woman as a decision-maker in her marriage, challenging traditional gender roles. The brand also broke age-old stereotypes by showcasing an interfaith marriage, emphasising the woman’s autonomy and progressive values.
Washing Powder, Ariel: Ariel’s “Share The Load” campaign promotes equality by challenging gender discrimination in household chores. The brand emphasises that men should have an equal share in domestic work like cleaning and washing, reinforcing the message that true equality starts at home.
Tea Brands Ads like Tata Tea, Brooke Bond’s Messages: Tea brands like Tata Tea and Brooke Bond have evolved their advertising, moving away from the stereotype of women as simply tea-makers. They now use tea as a powerful metaphor for sparking conversations and inspiring inner strength. Slogans such as “Awaken Your Mind” and “Always Build Relationships” reflect a shift toward valuing personal choices and careers while also celebrating togetherness.
Today’s shampoo ads, like those for Clinic Plus, now champion women’s empowerment. They have moved beyond simply promoting beauty to symbolising a woman’s free will, confidence, and the freedom to choose her own career. Taglines such as “You are strong” and “Strong Hair, Strong Relationship” directly connect the product to qualities of strength and autonomy, celebrating the significance of daughters and women in society. So, the brand endorses strength, power, confidence and the significance of daughters in our lives.
Societal Reflection
The transition of Indian television from the nuances of societal reflection of traditional times to embracing ultra-modern ideas of life is truly praiseworthy. This cultural revolution, highlighting gender equality, women’s empowerment, role reversal in families, and the destruction of social evils, will surely inspire the youth of our nation toward a definite social change.
Picture design by Anumita Roy
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