Women’s rights in Ads. Review on Life Insurance Corporation 'Jeevan Bharati' commercial

I am an admirer of LIC and very much appreciate many sweet ads which highlights the company of LIC all through ones life only to be continued to the next generation. They really know India better and all ads make sense.

I have just this note that their ads lack the fun element and are rather bland. But their business is bland – Insurance and we all know how insurance agents are treated. ‘Here he comes, the agent guy, take cover – I don’t want any more policies’.

I just would like to invite the attention of female readers. I don’t know the category in which it comes.

There was an objection to LIC ad by the feminist organizations (refer https://web.mid-day.com). The reason being the Ad says “Save with LIC policies for good education of your ‘Beta’ and for marriage of your ‘Beti’”. The objection being the ‘Beta’ (Male kid) is projected as an investment on education and ‘Beti’ (Girl Child) is projected as future expense in form of Marriage. The girl should be treated equally as an earning member and hence the protest.

Another incident is with ICICI Prudential (another life insurance co). The ad for ICICI prudential will show a couple getting married in which the groom will apply a tilak on bride’s forehead and the word suraksha appears to suggest the groom will protect the bride and similarly ICICI will protect your future. The objection is it portrays in such a manner that female is always dependent on male for protection.

I see the above ads are practical. My father and I spent money for my sister’s marriage (No – there was no dowry demanded – Just the celebrations and gifts I gave to my beloved sister). My education cost about a lakh for 5 years (20K p.a). I am the protector of my wife. Nothing wrong with these. These are indeed happening in our country. I disagree to suggest this has taken away women’s rights. Infact, women are showed as loved and cared.

Well, I do not agree or disagree to the Objections raised by feminist organization, I am surprised that these need to be objected so vehemently when you have craps in the form of ads going on.

The most horrible ad is for whisper sanitary napkins. It seems there is a replacement guarantee if the napkin does not function as shown. So, what do they expect of a consumer, take a soaked napkin to store show that and claim replacement. Why don’t feminist organizations oppose this stupidity in the form of Ads.

The next objection may come for the ad of Annapurna atta. The ad shows, the mom manages to get a holiday in Goa by luring dad with soft annapurna atta. The claim, the woman is dependent on man for holidays and had to indulge in good cooking to realize that is shame on womankind. There would be no end to the objection shown.

The definitely male ad of pulsar implies male is a superior and stronger race than females. The objection may be raised, as this does not promote Gender equality.

Where are the feminist organizations heading these days?

You should understand and appreciate the underlying principle rather than read it superficially. I quote one joke of Kumars (at no. 42 in BBC). The conversation goes like this:

Uncle : “All Blacks are bad – they are only good for stealing and doing other nefarious activities”.

Boy: “How can you say that? That is wrong – Not all Blacks are bad”

Uncle: “No – All Blacks are bad and notorious”

Boy: “Nooo… Not all blacks”

Uncle: “Ok – tell me one good black”

Boy: “Mandela, I am sure Nelson Mandela is good”

Uncle: “But he spent years in jail”

Boy: “Oh No – He was not arrested for jacking a car stereo”

You got that right.

Adios

Ram