Airtel's Latest Ad Argues That Indian Women Can, Indeed, Have It All
It portrays a woman who is a boss at work, but can still cook dinner for her husband when she gets home. And it's starting some important conversations about what that means.
This weekend, Airtel released a commercial featuring two working professionals (one man and one woman) trying to find their respective work-spouse balances:
In case you don't want to watch it, here's what happens: A woman tells her male employee that he has to finish [unspecified professional task] no matter how long it takes.
So he's stuck late at the office, doing the work that his terrible boss has dumped on him.
While she's like, bye. Because she's the boss and she gets to do that.
Then she goes home and cooks a full Masterchef meal for her husband...
And meanwhile, her worker bee dude at the office tells his wife on the phone that he'll be late getting home.
Finally, thanks to their super-fast 3G enabled video call, you find out that they're actually married – *music crescendos* – TO EACH OTHER.
The ad, named "Boss," has sparked predictably strong reactions. Some take issue with its portrayal of a woman who, despite being professionally successful, still cooks for her husband.
Others have been quick to point out that she wasn't expected to, or told to, cook dinner. She chose to.
And finally, in the minority is the most progressive camp, citing pragmatism as the driving force of her cooking spree.
This ad joins a spate of recent campaigns from around the world that have aimed to bridge the gap between "woman" and "boss."
Pictured above: Screenshots from a Pantene Philippines ad campaign from 2013. More here.