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:

IFRAME Embed for Youtube

IANS 2014-07-30 18:44:03

[+]

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



Readers Comments (0)

Comments are closed.

Featured

crime-British Columbia

Three arrested after Surrey RCMP-involved shooting in Newton

AMY REID SURREY NOW NEWTON — Three people are in custody following a police-involved shooting in Newton Friday afternoon. Shortly after noon, plainclothes officers attempted to…
Continue Reading »

Immigrant-language test

Woman loses Canadian citizenship for failing language, knowledge tests after it was granted in error

ADRIAN HUMPHREYS POSTMEDIA NEWS A would-be Canadian who received a grade of zero out of six on her citizenship language test and four out of…
Continue Reading »

India-Kashmir-Obama

Pakistani PM Sharif asks Obama to play role for resolution of Kashmir issue

MUNIR AHMED THE ASSOCIATED PRESS ISLAMABAD — Pakistani Prime Minister Nawaz Sharif on Friday asked the U.S. President Barack Obama to play a role in…
Continue Reading »

LOCAL NEWS

crime-British Columbia

Three arrested after Surrey RCMP-involved shooting in Newton

AMY REID SURREY NOW NEWTON — Three people are in custody following a police-involved shooting in Newton Friday afternoon. Shortly after noon, plainclothes officers attempted to…
Continue Reading »

Whitecaps2

Spice Sports: Whitecaps announce new USL PRO team!

GOPI AND THE GORA FOR VANCOUVER DESI An exciting announcement was made this morning at UBC’s Gerald McGavin Rugby Centre. Soccer fans in Vancouver will…
Continue Reading »

Immigrant-language test

Woman loses Canadian citizenship for failing language, knowledge tests after it was granted in error

ADRIAN HUMPHREYS POSTMEDIA NEWS A would-be Canadian who received a grade of zero out of six on her citizenship language test and four out of…
Continue Reading »

Don't Miss...

desi bride loaded in gold

Indian bride draws flak for wearing $700,000 jewellery at her wedding

CEN AGENCY An Indian sweet maker made sure his daughter was the golden girl at her upcoming wedding by covering her in gold jewellery worth…
Continue Reading »

India

Video: Bear mauls Indian farmer to death, injures second man (Warning: Graphic Content)

VANCOUVER DESI An Indian farmer was mauled to death and another left seriously injured after a terrifying and unusual bear attack in Karnataka on Monday,…
Continue Reading »

Spiderman

Video: India’s real-life Spiderman scales buildings with bare hands

VANCOUVER DESI A 27-year-old man in India who is nicknamed the “real-life Spiderman” has become one of Karnataka’s leading tourist attractions for his ability to effortlessly…
Continue Reading »

desi victim

Victim of ski accident to open spinal-cord recovery centre in Richmond (w/video)

NICK EAGLAND VANCOUVER DESI Dhruv Kapoor realized he was in deep trouble as he barrelled down a ski run in Russell, Man., on an icy…
Continue Reading »

op-ed

Aziza Sindhu: How do you grieve for a tyrant father?

AZIZA SINDHU CALGARY HERALD My father, Salim M. Sindhu, passed away on Nov. 10. As a child, I wished he smiled at me, as a…
Continue Reading »


Bollywood Latest

Bollywood wedding reception

Photos: Khan-tastic wedding reception for Salman’s sister Arpita

VANCOUVER DESI While celebrities have reached the wedding reception for Salman Khans sister Arpita and businessman Aayush Sharma to wish them their best, photos have…
Continue Reading »

Bollywood-cricket

Cricketer Virat Kohli confirms he is dating Bollywood beauty Anushka Sharma

HINDUSTAN TIMES Remember we reported a few days ago how Virat Kohli said he had no problems blowing a kiss on field, the way he…
Continue Reading »

Bollywood

Salman Khan introduces Iulia Vantur as his girlfriend at sister’s wedding

HINDUSTAN TIMES Although there have been many reports linking actor Salman Khan and Iulia Vantur, a Mumbai tabloid has reported that Khan introduced the Romanian…
Continue Reading »