Indian telecom company’s not so progressive ad featuring a “boss wife” causes Twitter reaction

Published: July 30, 2014

Scene from Airtel’s latest commercial. YouTube/Screengrab.

IANS

New Delhi  — Is a woman who calls the shots in the office then goes home to cook for her husband – who’s also her junior in the workplace – “demoralizing” or “sexist?”

Some people seem to think so, as India’s telecom service provider Bharti Airtel’s latest ad depicts this modern day woman, which caused some people to take to Twitter to express their outrage over the company’s take on feminism.

The ad features a woman setting a deadline for her subordinates, which includes her husband.

On her way home, she calls  her husband to check what he would like to eat for dinner and is then seen preparing a few dishes.

Through with cooking, she asks her husband to come home and tempts him with her home-cooked food by sending him a video – at which moment the ad reveals the wife is also the man’s boss from earlier.

Airtel, often known for heart wrenching ads, was hit and miss with this one.

Twitter user Sarah Jacob said: “Ah, Airtel. You attempt to be ‘progressive’ and ‘feminist’. End up with an ad even more retrograde and sexist than usual!”

Parul Tyagi tweeted: “The Boss wife Airtel ad is the latest example of ‘trying too hard to look cool while riding on feminism.’ Total fail.”

Related stories:

But according to local expert, Prahlad Kakkar, the ad is perfectly valid and there’s nothing wrong with the content.

“She’s cooked meal with her own hands because it is important to her to cook for her husband. It’s special. I think it’s perfectly valid ad. It means that sometimes women are more competent than men…not all the time but sometimes and that they deserve to be bosses,” Kakkar told IANS from Mumbai. “Why shouldn’t women be bosses in the office?”

“They can still cook for their husbands and still be good housewives. But in the workplace… that’s resentment… that’s where men don’t like their women being senior to them.

Watch the ad here:

IANS 2014-07-30 18:44:03

[+]

Tags: , , , , , , , , , , , , , , , , , , , , , ,


Readers Comments (0)

Comments are closed.

Featured

Jacqui Feldman shows off a recovering Sugar, her 13-year-old poodle that Terra Nova vet Dr. Javaid Chaudhry, rear, helped save after operating to remove a tumour. Feldman, who is battling cancer herself, fell on hard times and couldn’t afford to pay the $3,000-plus for Sugar’s procedure.  Alan Campbell/Richmond News

Richmond veterinarian steps up to save cancer sufferer’s dying dog

ALAN CAMPBELL RICHMOND NEWS Richmond’s Jacqui Feldman, who’s suffering from terminal cancer, is crediting a local veterinarian with saving her life. It was a few weeks ago…
Continue Reading »

An artist sketch of Yosef Jomo Gopaul, the man accused of killing hockey mom Julie Paskall. Felicity Don, Sketch

Man accused of killing Surrey hockey mom pleads guilty to lesser charge of manslaughter

JENNIFER SALTMAN VANCOUVER DESI SURREY, B.C. — A man has pleaded guilty to manslaughter in connection with the death of Surrey’s Julie Paskall, who was…
Continue Reading »

The B.C. Centre for Disease Control is looking for new immigrant women to participate in a health study.

New immigrant women sought for B.C. Centre for Disease Control health study

BURNABY NOW The B.C. Centre for Disease Control (BCCDC) has put out a call for Greater Vancouver women from India, China, Taiwan and Hong Kong…
Continue Reading »

LOCAL NEWS

Jacqui Feldman shows off a recovering Sugar, her 13-year-old poodle that Terra Nova vet Dr. Javaid Chaudhry, rear, helped save after operating to remove a tumour. Feldman, who is battling cancer herself, fell on hard times and couldn’t afford to pay the $3,000-plus for Sugar’s procedure.  Alan Campbell/Richmond News

Richmond veterinarian steps up to save cancer sufferer’s dying dog

ALAN CAMPBELL RICHMOND NEWS Richmond’s Jacqui Feldman, who’s suffering from terminal cancer, is crediting a local veterinarian with saving her life. It was a few weeks ago…
Continue Reading »

An artist sketch of Yosef Jomo Gopaul, the man accused of killing hockey mom Julie Paskall. Felicity Don, Sketch

Man accused of killing Surrey hockey mom pleads guilty to lesser charge of manslaughter

JENNIFER SALTMAN VANCOUVER DESI SURREY, B.C. — A man has pleaded guilty to manslaughter in connection with the death of Surrey’s Julie Paskall, who was…
Continue Reading »

The B.C. Centre for Disease Control is looking for new immigrant women to participate in a health study.

New immigrant women sought for B.C. Centre for Disease Control health study

BURNABY NOW The B.C. Centre for Disease Control (BCCDC) has put out a call for Greater Vancouver women from India, China, Taiwan and Hong Kong…
Continue Reading »

Don't Miss...

weight-loss

Do we need to exercise more or eat less?

JILL BARKER MONTREAL GAZETTE A battle is waging in the scientific journals between several prominent health and fitness experts. In one corner are physicians Aseem Malhotra,…
Continue Reading »

exam scores

Identical twins’ mark sheets almost as identical and the story of a courageous young achiever

HINDUSTAN TIMES AND VANCOUVER DESI They are identical twins and, interestingly, even their mark sheets look almost the same. Ranchi twins Aporupa and Anorupa Chattopadhyay …
Continue Reading »

India-pharma-under scanner

U.S. lawsuit puts generic drug imports from India under scanner

IANS Washington – A U.S. class action lawsuit accusing India’s Ranbaxy of large-scale deception on its generic drug applications puts a question mark on drug…
Continue Reading »

100 year journey

Apart from the overwhelming cold, Sucha Singh Bagri has fond memories of his first few days in B.C.

SPECIAL TO VANCOUVER DESI Sucha Singh Bagri arrived in Canada with his father Harnam Singh Bagri on Feb 2, 1935, on the Empress of Russia,…
Continue Reading »

swimsuits

Who wants to be a Princess? Beauty pageant contestants undergo rigorous training

VANCOUVER DESI Divas aspiring to become Indian Princesses are undergoing rigorous training before the grand finale of the beauty pageant in Mumbai. Indian princess pageant 2015 ◄…
Continue Reading »


Bollywood Latest

Items of clothing are displayed in room 331 of the Martinez Hotel, where Parisian fashion house Elie Saab provides sartorial services to celebrities attending the 68th international film festival, Cannes, southern France, Thursday, May 21, 2015. During the Cannes Film Festival, room 331 is radically transformed into a red carpet emergency room - where celebrities like Naomi Watts and Nicole Kidman can rush to if they pop out of a dress, or a zipper breaks. Vianney Le Caer/Invision/AP

‘Nip slips’ and broken zippers: Red carpet Emergency Room for Cannes wardrobe malfunctions always full of drama

THOMAS ADAMSON THE ASSOCIATED PRESS CANNES, France – For most of the year, room 331 of the Martinez Hotel is just your run-of-the mill luxury…
Continue Reading »

Bollywood

Bollywood beauty Aishwarya Rai doesn’t leave her daughter alone even for a night

HINDUSTAN TIMES Apart from walking the red carpet at Cannes Film Festival, Aishwarya Rai Bachchan is also screening footage from her upcoming film, Jazbaa. The first…
Continue Reading »

Bollywood

Photos: Aishwarya Rai an absolute stunner at Cannes 2015 (updated)

VANCOUVER DESI Former beauty queen Aishwarya Rai Bachchan has been a Cannes regular for over a decade now. But this year marks her comeback to the…
Continue Reading »