When an ad intended to showcase a female boss as a symbol of progression ends with her preparing dinner for her husband, what message does it really send about gender equality? The depiction of a female boss as a representation of both “progression” and “feminism” reveals a deeper issue within our patriarchal society. While the ad attempts to portray gender equality, it inadvertently reinforces outdated stereotypes.

The Problem with Gender Expectations

The ad falters the moment we realize that the woman is ‘expected’ to cook for her husband at the end of a long day. This scene subtly conveys that even in a modern, supposedly progressive society, stereotypical, retrograde expectations from women remain ingrained in our culture. The question is not whether she is cooking by choice or compulsion; it’s whether society deems it unacceptable if a woman is not expected to juggle both career and home life. Does the ad truly promote feminism, or does it inadvertently oppose it?

The Pressure of Multitasking and Gender Roles

Though the ad fails to adequately address the concept of feminism, it does echo the real-world pressure that women face. In society, women are often expected to take on traditionally masculine roles in the workplace, while simultaneously managing the home and family. This expectation creates an unrealistic image of multitasking as a virtue, particularly for women. While women are praised for their “balancing abilities,” men are rarely expected to balance work and home life in the same way. This raises a crucial question: Why is muscularity considered a superior trait, while feminism is seen as a threat that disrupts the status quo of patriarchal culture?

Redefining Gender Roles in Society

The ad subtly critiques the societal mindset that assigns specific gender roles to individuals. For instance, women may be celebrated as CEOs or successful athletes, but they are still expected to uphoald their roles as mothers and homemakers. Men, on the other hand, are rarely asked to assume such dual responsibilities. This divide dates back to historical times, where men and women were confined to rigid, predefined roles.

Moreover, society never seems to consider raising sons with the same expectations as daughters, further perpetuating the imbalance. This cultural conditioning shapes our understanding of gender roles and influences how we perceive what is “acceptable” for each gender. The ad could have been a true step forward for feminism if it had portrayed a man balancing work and home life—something rarely seen in commercials or media today.

Feminism: A Call for Justice, Not a Battle of Sexes

Feminism is not about a battle between the sexes; rather, it’s about addressing the unequal power dynamics that have historically oppressed women. Feminism challenges the political structures that have rendered one sex powerless, advocating for justice, equality, and fairness for all. The key to progress is acknowledging that inequality exists, often stemming from deeply ingrained stereotypes.

We must normalize the idea of women in authoritative positions, even over their male counterparts, without judgment or hesitation. True gender equality will only be arrived at when society stops adhering to these outdated gender tropes and begins to accept individuals for who they are, free from the constraints of societal expectations.

Citations:

Airtel India. (2014). Boss TVC – The Smartphone Network [Advertisement]. YouTube. https://www.youtube.com/watch?v=T9BlI9nhqTE

This ad was released in 2014 and features a narrative that intertwines professional and personal dynamics, highlighting the role of smartphones in modern relationships.