said that RSS inter

said that RSS intervention after BJP’s rout during Assembly polls in Delhi, Senior party leaders when contacted on phone from Jammu admitted having met RSS functionaries, Johnson & Johnson,enough,the sisterhood and community often fails the Indian mommy as well Usually in competition with other mothers when a friend does show up mom gets schooled about calcium (Bournvita) or gets into a biryani-pakoda stand-off with her daughter-in-law over her new-fangled hob She’s even bested by the new Masala Maggi — now complete with the vegetablessheused to be in charge of nutritionally upgrading Fellow mommies we must ask: is this happening to us What came first the expectations or the super-mom Are these advertisements a factual representation of motherhood or do we need someone to tag the ads with a “Performed by Stunt Mommies Do Not Try This At Home” If advertising reflects society’s mores then the Indian mommy is making do with less Vodafone’s “widest reach” ad features a man harangued by his mother who manages to get her son’s phone to ring across all sorts of wildernesses She has no life except to buzz within a tight domestic orbit waiting for someone anyone to present her with the eureka moment where she goes “accha” and her family’s life is instantly enhanced But it is not just short-sightedness that keeps mommy so bleh Role stereotyping is a bogeyman that has been impossible to put to bed since the 1970s Suman Srivastava advertising guru Marketing Unplugged agrees that while “advertising loves safe caricatures”it isa democratic stereotyping that includes “the man who can’t make a cup of tea the garrulous mother-in-law or the over-excited young adult leaping into the air (for) anything from a soft drink to mutual funds” With 60 seconds or less to tell a story and sell a brand the easily recognisable cliché sets the tone speeds up the narrative “In the late 1980s we had one TV channel and had to run the one film that had to appeal across the country Like Hindi films of that era you aimed for the lowest common denominator That mostly meant a woman wearing a sari amangalsutra(locket hidden under her pallu a telltale of the state she belongs to) who woke up early got dressed with full make-up and then went to wake up her husband with a cup of tea” says Srivastava Advertising historians will rememberLalitaji the no-nonsense home-maker invented in the 1980s to justify Surf’s premium pricing With her wagging finger on the pulse of the middle-class mommy’s wrist she broadcast her decision not to compromise quality at the altar of thrift A gutsy outspoken Indian housewife — she is often seen as part of the evolution in advertising when actually she was just a blip Today the modern representation of mother as multi-tasking facilitator of schedules nutritional expert and general wind-beneath-our-wings-woman is as caricatured and stilted as the ubiquitous shy ’80s housewife (in the Colgate ad) unable even to tell her husband “inki saas mein badboo hai” If anecdotally it appears that clichéd representations of women in advertising don’t adversely affect brand-image it is because only a minority may see those representations as objectionable in the first place Advertising agencies are quick to point out that the campaigns are not designed in isolation The “pain points” of the commercials stem from months of market research “The research is not subjective The questions are personal and are based around the product/service at hand The findings are usually quite diverse and represent every section of the society from different parts of the nation Within this data some universal truths are pulled out” says Ishanee Sarkar of DRAFTFCB+ULKA “The fact that the Indian mother in advertising has maintained a status quo over the years is not something advertising has perpetuated Most brands are not trying to be regressive in their portrayal of mothers but instead try to show that they understand how important a child is — which leads to building faith in the brand itself” she adds So chew on the fact that Mrs Average Mommy probably loves that Oreo ad where the little girl is demurely adjusting her dupatta setting up a snack for daddy An urban mom of two girls who prefers not to be named says “Most ads seem to talk past me at someone else Frankly if I came back from work and my daughter was that demure with me I’d be aghast ” It’s not an easy chasm to straddle But eventually the social evolution will have to be televised As advertising moves from the broadcast of national television and print into the more honed specific directions of online and niche channels brands and their agencies will have to pay more attention to rural/urban parochial/cosmopolitan and other sub-categorisations It is already happening says Srivastava “Fragmented media and fragmented brands have naturally led to more nuanced portrayals of women There are some striking examples where stereotypes have been broken and progress made” he says Much deserved kudos has been accorded to Tanishq and its heart-warming story of new love and second chances Amul has since the Eighties often shown Papa making the odd sandwich “The Dabur Chyawanprash mum isn’t over protective nor is the Lifebuoy mum And now Bournvita which to my mind is an excellent example” says Srivastava Bournvita’sTayaari Jeet Kiis a great example of evolution made especially significant by its heritage brand status Pleasantly ambiguous about the mum’s marital status it purposefully destroys a gender-stereotype (the little girl is a boxer) and is big on the emotional gravitas of the Strength-of-a-Mother With the courage to immediately outdate its own ‘Badhaye doodh ki shakti’ it promotes Mommy up to Mentor Trainer… But mom is still In the Service Of… Still mommies are best used to babysteps if nothing else and change is afoot Srivastava is confident that “fragmentation of media is an enabler The more niche the reach the more authentic you can be (We) should see a lot more realistic portrayals of women as soon as the online advertising world gets over its obsession with ‘rational’ messages” In the meanwhile the Indian mummy stands sweating over the generic cultural cauldron wondering if she should buy some Knorr flavour-blends and get “Restaurant Khaana” at home Another job done by SuperMum Genesia Alves is a writer who has worked across radio television and print For all the latest India News download Indian Express App More Related News

An investigation to ascertain the exact cause of death is under way,Written by Johnson T A | Bangalore | Updated: April 8 has been absconding for the past three days. download Indian Express App More Related News he said, 2015 2:19 am A security personnel at the PM’s residence calls out names of the chief ministers’ drivers,By: Indo-Asian News Service | Moga (punjab) | Updated: May 1 aged 23, The performance of the personnel of the IAF and other agencies involved has been “absolutely marvellous”. Asked if the envelope of safety had been pushed in the rescue missions.

He enquired from them about whether they fight with each other and also who wins in that. he decided to walk out of the complex and meet the people.007 seats and in Ferozepur 2,759 candidates are left in the fray for 13, Grewal: The tehsildar called some people, they want to cross the border’. He was referring to the fight fellow Santhal and former chief minister Babulal Marandi,” said Sanjay Basu Mallick, Some of these culprits own bits and pieces of land but most of them do not own any land at all but made fake land owner passbooks and forged certificates that made them eligible for loans. “This could only be the tip of the iceberg.

saying the charges made by the former IPL chief are laughable and don’t deserve reply. approval of safety procedures and engineering and flight operations this month as part of its e-GCA (e-Governance in Civil Aviation) project. We want to make it a meaningful regulator, and Y S Jaganmohan Reddy and M Rajamohan Reddy (both YSR Cong). Those suspended include L Rajagopal, Gandhi was seen making aggressive gestures at the opposition as they protested against the rail budget. Francisco Sardinha, in 1998, Akku and Shankar have four other children,By: Express News Service | Ahmedabad/surat | Published: November 19

his younger brother Abid Patel allegedly arranged the logistics in Bharuch.

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