Advertising in India has always been a quirky, creative business. The industry has given opportunities to writers and musicians to make catchy content aimed at increasing consumerism. Some of these advertisements resonate with consumers decades after they have been made. For example, "Washing Powder - Nirma" or "Humara Bajaj" - these campaigns took stock of the trends and psyche of consumers to make their campaigns relatable and have an emotional connect - thereby making the consumers want to purchase the products.
Feminism and the Advertising Industry
Businesses and advertising agencies have intelligently cashed in on this phenomenon. Campaigns such as "Like A Girl" by Always, and the latest "Put It On The Table" by Baggit have addressed issues like misogyny and mansplaining. Movies like Wonder Woman, Incredibles 2, Black Panther, Raazi and Mahanati have all put women in the forefront.
The reason these attempts are a welcome change is that, traditional media has been ridden with patriarchal narratives since centuries. The advertisements, movies, newspaper articles, and even simple tweets - all form a significant part of an era's literature and social happenings for later generations to see. Though these campaigns may be driven by consumerism and not concern primarily, one hopes the phenomenon doesn't reduce to a mere trend.