Welcome everyone! Team BUSFAM, a premier creative advertising agency is yet again excited to invite its readers to our popular segment #BreakingtheAds where we present our thoughts on inspiring advertisements around the world. In this episode, we will dive into Sabhyata’s thought-provoking ad campaign #RedefineTheCelebration.
“Advertising is too based on evoking emotions, but not directly, only through a promise of evoking pleasure.”----Judith Williamson
In the dynamic world of advertising, the portrayal of gender has always been a topic of concern. For a long time, Indian advertisements portrayed women as submissive to men who are depicted as powerful and dominant. Such portrayal reinforces outdated gender norms and greatly influences consumer expectations regarding gender roles.
To bring a change in the traditional expectations from women, Sabhayata, one of the country's famous ethnic wear brands came out with an ad campaign #RedefineTheCelebration in the year 2018.
Committed to gender equality, the brand runs campaigns to celebrate womanhood highlighting beauty, existence and freedom.
#RedefineTheCelebration campaign marked the brand’s first Diwali advertisement featuring distinguished veteran actors Shishir Sharma along with upcoming movie stars Ritwik Sahore and Ahsaas Channa.
The advertisement begins with the father entering the house and asking the daughter if she is heading out somewhere to which she replies no. After giving him a glass of water, she nervously tells him that her friends have arranged for a get-together, hoping to get permission. However, his disapproving gaze makes her feel apprehensive.
In the next scene, we see the son confidently informing his father that he will be staying out at a friend’s house at night. His body language shows that he will not be cross-questioned or scrutinised.
Then the mother enters the next scene and inquires about the matter. The father looks at her and unexpectedly questions what would happen if the son harasses a girl and brings disgrace to the family. He then shifted his demeanour and cheerfully looked at his daughter, allowing her to go out. He also requests the girl to drop her brother at his friend’s house.
The campaign ends with the tagline “Let's celebrate a change” questioning societal expectations and questioned conservative gender norms.
The main objective of the campaign was to treat two genders equally both on individual and social level. The ideology was to change of idea of gender inequality in the minds of the general public.
In a male-dominated societal framework where women are viewed as weaker and discriminated against for everything, this advertisement aimed to change the minds of people, especially men, towards the opposite sex. They need to understand that every human being has the right to live on their terms and someone cannot assume a superior position just because he is a man.
The advertisement has certain scenes which advocate for the prevalent gender imbalance in society which all women have encountered at some point in their lives. For instance, the ad questions that if a man can drop a woman, then why can’t a woman drop a man; if a man can go out at night and enjoy himself with his friends during festivals, then why is a woman compelled to stay at home?
It is obvious that parents are concerned about their daughters and restrict them from going at night because of safety concerns. However, these biases often stem from broader issues. If daughters are not allowed to go out just because they will be unsafe; parents also need to acknowledge that it is because of their sons that someone else is worried about their girls’ safety.
Society needs to accept the fact that if a woman is questioned before going anywhere or doing anything; then a man is also supposed to be scrutinised about their actions.
There are dialogues in the advertisement which emphasised that rules should be the same for everyone irrespective of gender roles. The father asks, “What if your young man goes out and ends up harassing a girl at night? What if he ends up doing something bad? Who would marry their daughters to us?”
These are some questions which men are rarely asked, thereby leading to a mindset that actions will do no damage to their reputation. It will be the women who will have to bear the consequences.
As parents of a male child, it is essential to foster a sense of respect and accountability in their sons. By doing so, they will be able to create an environment where every woman will feel safe and respected. There will be no discrimination and every women will live just as equally as men.
This advertisement by Sabhyata not only aims towards gender equality but also projects a new father-daughter relationship with modern thinking.
Hope the idea of the campaign reaches out to all generations and they can embrace the change regarding their relationship with daughters and sons.