19 September, 2020

More Than Just Mothers

Manager, mediator, mate—an O&M study reveals more sides to the Indian woman

More Than Just Mothers

TIRELESS provider. Eternal supporter. Selfless nurturer. If there's one stereotype in Indian advertising that refuses to die, it's the Indian mother. The homebound mother who draws the meaning of her life from raising winners, getting the cleanest, whitest and brightest wash in town, and dishes sparkling like mirrors. A woman with bottomless wells of dedication and devotion.

 Is the Indian mother trapped in the picture-perfect frame of the marketer's perception, the adman's imagination and society's expectations? Made immortal by shutterbugs in hundreds of ads selling soaps and detergents and baby products and health foods and housing loans and insurance policies.

Is this woman for real? Or rather, does today's real woman with a real job in a real home with real problems, connect with this reel woman? Admen themselves aren't sure. "Mothers in our ads are boring, repetitive images of Hindustan Lever's 'Lalitaji'; an MNC's worldview of the Indian woman. It smacks of dishonesty and insincerity," says Freddie Birdie,...



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