Amul’s New Ad Is Not A Celebration Of Women But Gender Stereotyping At Its Best

Prakriti Srivastava

Apart from its products, Amul is known for its witty ads and brilliant moment marketing. But its new ad “celebrating women” is less of a celebration and more of a regressive, patriarchal upliftment.

You don’t celebrate women by showing they belong to the kitchen. Maybe, just maybe, they could have shown men sharing the household responsibilities while women go out and do the jobs they are exceptionally good at.

Twitter wasn’t having it either

https://twitter.com/NotaVoter007/status/1570009791443111944
https://twitter.com/SanskariStree/status/1570264053276372993
https://twitter.com/BourbonNscotch/status/1570244276193464320
https://twitter.com/beingvarsh/status/1570118918232231937

Yes, it does look like the “norm” in Indian households, but “norm” doesn’t necessarily mean right. Something needs to change, even when you have grown up watching it your entire life.

Check Out | 27 Of The Most Sexist Indian Ads That Show We Have A History Of Misogyny

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