When was the last time you dared to crack a joke on wives or women in general during a social gathering? When was the last time you came across any Advertisement that suggested wives were mere objects that could be tried, tested and returned if they did not deliver/function well!
Shocked? Absolutely! Because no ad maker or agency would dare to suggest such sexist, misogynist or crude script, even if it meant to be in light humour.
However, when genders are reversed, Men become the butt of all jokes. There have been TV, print and digital ads in the past which have been completely insensitive and callous towards the male gender – Most often they pass of as either women empowerment ridiculing Men, or sometimes even physical violence on men by women to project the lady as strong and independent.
Men’s Day Out recently came across another Gender Biased Advertisement – this time by Cars24, an online portal that deals in sale and purchase of vehicles.
The advertisement is a promotion for their newly launched scheme that suggests (as described on youtube),
Buy from thousands of certified pre-owned cars, from economy to luxury, from hatchback to SUV, we have it all! We give you 7 Days to fall in love with your new car; if you like it keep it or else return it!
However, the ad agency chooses to portray this idea by showing two women discussing the same and drawing a parallel between a returnable car and their husbands.
Protagonist 1 : “Car ko aap dum lagakar test karo. Ghumao, firao, chalao, aur phir bhi pasand na aaye, to saat din mein return kar do with full refund”
(You can test drive your car and return with full refund in 7 days if you are not satisfied with the same)
Protagonist 2 : (laughing)…. “I love CARS24 yaar….yeh feature hum 100% copy karenge hamare husbands24 mein….Husband pasand nahi aaya to saat din mein wapas….” (both women……hahahahahahaha…)
(We shall 100% copy this with our husbands)
WATCH | “Husband Pasand Nahi Aaya To Saat Din Mein Wapas” | New Ad By @cars24india@Ogilvy_India : Such sexist ads will only generate more encouragement for some women, who feel it is ok treat husbands as losers in real life
— Men’s Day Out (@MensDayOutIndia) May 20, 2021
According to a July 2020 report by Brand Equity Economic Times, Ad agency Ogilvy India was tasked with the creative mandate for CARS24. The advertising agency is responsible for building and scaling-up the brand and its marketing ecosystem through its integrated communications efforts. This includes communication development across TV, print, radio, social media and other relevant touchpoints.
While many would say, take it as humour and do not be petty in calling out everything related to men. MDO strongly feels that while ad agencies have become highly cautious towards projecting women through Ads, they should be equally sensitive while projecting men/husbands and not showcase them as mere puppets or characters meant to be mocked, abused or ridiculed.
Ad agencies seems to be completely out of sync with the current gender biased laws, where many women misuse the same against Men. Such sexist ads will only generate more encouragement for some women, who feel it is ok to disrespect and treat husbands as losers or even jokers in real life.
If anyone wishes to raise this issue with Advertising Standards Council of India (ASCI), you can reach them at:
WhatsApp: +91 7710012345
Our Detailed Complaint to ASCI
Here are some Ads which faced acute backlash from feminists, calling them ultra sexist and derogatory towards women.
Most recent was the change in Myntra Logo since a woman found its earlier design offensive. Read Below:
Jack and Jones ad 2016 featuring actor Ranveer Singh
BookMyBai.com Ad portraying maids as gift for women
Ford Cars posted a cartoon with 3 women in the boot area – to illustrate the small car’s rear storage space, using tagline: Leave your worries behind with Figo’s extra-large boot.
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