New Airtel Ad : Super Feminist or Super Sexist?

There’s been a lot of contorversy surrounding this new airtel ad, where a wife, who is a stern boss at office, comes back to cook a meal for her husband who is also her employee. Here’s some more insight into it.

The article below has been written by Roo Ciambriello for AdFreak. This is merely a reproduction of the same as found on their website.

Indian ad with female boss sparks an uproar: is it super feminist or super sexist?

Strange plot wants it both ways.

There’s a lot going on in this new ad from India, and the Internet is fired up about it.

The spot, for mobile provider Airtel, opens on two working professionals in a meeting. A woman, who’s the boss, gives her male employees a task, and one protests, claiming there’s not enough time to finish it. The boss is sympathetic, but lets him know it has to be done.

She heads home for the day, while he begrudgingly burns the midnight oil. We watch her make dinner, and then there’s an O. Henry twist.

Watch the spot before reading further:

Now, I don’t speak the language, so maybe I’m missing something. But still, I’m confused. The mix of progressive and regressive messaging here is mystifying. At work she’s a strong, resolute boss, but at home she’s a lonely housewife pleading for her husband to leave the office and spend the evening with her? Or maybe she just really likes to cook?

Whatever the case, the Internet is certainly taking sides.

Screenshot_1 Screenshot_2

Also, I’m probably being picky in pointing this out, but reporting to your spouse is sort of a corporate no-no, isn’t it?

What say you?

The article above has been written by Roo Ciambriello for AdFreak. This is merely a reproduction of the same as found on their website.

So tell us what you mad marketers think of this ad?

7 thoughts on “New Airtel Ad : Super Feminist or Super Sexist?

  1. Neither feminist nor sexist. It just mirrors the society. Why can’t a career woman cook or please her husband. Read about Indra Nooyi she is as much a housewife as she is a career woman

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  2. A women is always said to be a multi tasker, successful women are high on both emotional and Intelligent quotient. The add shows it all, I love it, because the husband is not shown egoistic , who accepts her wife has boss in the office.

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  3. I believe that in an Indian predominantly patriarchal society, it does leave you wondering, but the wonder is not positive thoughts. It is more like wtf was that? why was that? The wife cum boss’s behaviour is self contradictory. Next they’ll come up with an ad with the same wife firing the husband for leaving office without completing his work!
    And the most important of all, how is the message of Airtel’s service being delivered? The entire thing is not cohesive. It just doesnt fit.

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  4. May be the ad can be where the husband is a boss and instruct his wife to complete the work. But cooks food for her after coming home. : )

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  5. Progressive or Regressive Whatever may be the case, the ad has worked. It has garnered enough attention, probably more than it intended to. Kudos to the advertisement designer!

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