Home
  • News
  • Movies
    •   New Releases
    • |
    • Upcoming Releases
    • |
    • Movie Previews
    • |
    • Movie Reviews
    • |
    • Book Tickets
    • |
    • Bloopers
    • |
    • Filmi Dialogues
  • Music
    •   Music Reviews
    • |
    • Top 10
    • |
    • Song Lyrics
  • Photos
    •   Events & Parties
    • |
    • Celeb Galleries
    • |
    • Special Galleries
    • |
    • Movie Stills
    • |
    • Movie Posters
  • Videos
    •   Movies
    • |
    • Behind The Scenes
    • |
    • Interviews
    • |
    • Events
    • |
    • Fashion
    • |
    • World Cinema
    • |
    • Full Length Movies
    • |
    • Plays
  • Celebrities
    •   Celebrities
    • |
    • Wallpapers
    • |
    • Galleries
    • |
    • Screensavers
    • |
    • Interviews
    • |
    • Star Birthdays
  • Downloads
    •   Wallpapers:
    • Latest
    • |
    • Actors
    • |
    • Actresses
    • |
    • Movies
    • |
    • Special
    • |
    • Festivals
    • |
    • Calendars
    • |
    • Models
    • |
    • Screensavers
  • Interact
    •   Contest
    • |
    • Games
    • |
    • Forums
    • |
    • Jokes
  • Trade
    •   Box Office
    • |
    • Trade News
    • |
    • Press Release
    • |
    • Mediakit
    • |
    • Classifieds
    • |
    • Directory
    • |
    • Market Place
    • |
    • Movie Database
    • |
    • Film Festival
  • Book Tickets

glamsham.com

Movies
   Features

Women empowerment, world of advertisement and Hindi cinema



November 22, 2011 04:33:41 PM IST
Enkayaar, Glamsham Editorial
Send to Friend


Whenever women are talked about in the context of driving, they had been shown as atrocious drivers, a category that cannot be relied upon. But the realization seems to have dawned upon the marketing wizards that they need to factor in this category if they have to increase their client base. Even otherwise it is a category that is expanding fast enough and world of advertisement and cinema had to graduate to shift the woman companion from sitting into the adjoining seat along with the driver to driving it.

KAREENA
KAREENA KAPOOR and PRIYANKA CHOPRA

It's most visible manifestation was found in RA.ONE, where Kareena Kapoor was shown driving the car along the streets of London with great finesse, though there might have been an element of simulation associated with it.

However the first long drive by a female actor in the recent memory was that done by Priyanka Chopra in ANJAANA ANJAANI though the film world returned again to the cliched view about a lady driver in ZINDAGI NA MILEGI DOBARA where Kalki Koechlin driving the car in Spain was showing maneuvering the steering in a rather non-suave manner. It was inspite of the fact that it was a Zoya Akhtar who had directed the film.

As a matter of fact in the world of cinema the girl belonging to the super rich category was shown driving those long humungous cars, mostly around the time when they were introduced to the silver screen in a cinema. But the graduation to hold the steering for a longer time frame is a recent import. One needs to congratulate Shah Rukh Khan for the same, as inspite of having a brand value he agreed to hand over steering to his female counterpart in the latest advertisement of the Santro cars that he endorses.

But a more practical and sensible approach was shown in the commercial of the Chevrolet Beat, where a lady doctor was shown relying on her car to reach her brother to tie the Rakhee and come back to attend to her calls.

Another subtle notion of empowerment projected through the world of advertisement that has not been talked about so far by the critics and the media observers is that pertaining to the latest advertisement campaign of Nirma where a group of male is seen showing helplessness about a car getting stuck in mud, but the group of women brace themselves and venture into mud to push the car out. As a copy of an advertisement it may be nuanced, but as a message of changing social dynamics it is powerful, as it underlines the fact that women are not at all behind male in any form of work that can be done.

May more such creative efforts bloom, so that the gender empowerment could get a much needed shot in the arm through such interventions and drive home a powerful point for the general public with conviction.



Tweet

Read / Post comments on this article



 
 

 More on Glamsham


- Akshay Kumar breaks rule for ONCE UPON A TIME IN MUMBAAI AGAIN - News
- Anurag Kashyap to have Bachchan Anthem in BOMBAY TALKIES - News
- Bumper opening for David Dhawan's CHASHME BADDOOR at Box Office - News
- DABANGG 2 girl Sandeepa Dhar in Deepak Tijori's ROCK'IN LOVE - News
- Emraan Hashmi-Vidya Balan's GHANCHAKKAR treasure hunt - News
- Emraan Hashmi: Our Film Industry is full of cliche's - News
- Farhan Akhtar's FUKREY trailer to be launched in college canteen - News
- GO GOA GONE and Zom-Com new flavor of the season - News
- How Rohit Dhawan stepped into CHASHME BADDOOR - News
- Kunaal Roy Kapoor: I play a complete looser in NAUTANKI SAALA - News
- Mithun Chakraborty takes the pain for Subhash Ghai's KAANCHI - News
- Saif Ali Khan kills zombies before they rise - News
- Sonakshi Sinha reveals her real face - News
- Subhash Ghai & Rishi Kapoor relive KARZ moment on the sets of KAANCHI! - News
- Vikram Bhatt's ANKUR ARORA MURDER CASE about medical negligence - News

   News Archives

   Comments

Top News

  • Arjun Kapoor: Ranveer has his own identity and I have my own

    Contrary to the speculations that the two blue-eyed boy...

    Arjun Kapoor: Ranveer has his own identity and I have my own
  • Bipasha Basu to begin CREATURE shoot in June

    Bollywood's sultry beauty Bipasha Basu is soon to head ...

    Bipasha Basu to begin CREATURE shoot in June
  • SHORTCUT ROMEO: Neil Nitin Mukesh fights without ropes and equipment

    Neil Nitin Mukesh, who will be seen doing some hardcore...

    SHORTCUT ROMEO: Neil Nitin Mukesh fights without ropes and equipment
  • Kartik Tiwari: I and Misthi have become talking points in the industry

    After the romantic flick AKAASH VANI, actor Kartik Tiwa...

    Kartik Tiwari: I and Misthi have become talking points in the industry
  • Prithviraj: AIYYAA was never a great Bollywood start

    Prithviraj has managed to impress audience once again w...

    Prithviraj: AIYYAA was never a great Bollywood start
more...
  • Movie Review
  • Music Review
  • Preview
Ghanchakkar- movie preview
GHANCHAKKAR is a crazy, quirky rollercoaster suspense ride that will surprise, shock and entertain t...


Yeh Jawaani Hai Deewani- movie preview
YEH JAWAANI HAI DEEWANI is the story of the relationship between two characters Ranbir Kapoor and De...


more...
Yeh Jawaani Hai Deewani - music review
The audio of YEH JAWAANI HAI DEEWANI is indeed very good, and two songs, 'Badtameez Dil' and 'Balam ...


Hum Hai Raahi Car Ke - music review
HUM HAIN RAAHI CAR KE! And this time, its all the more special as the film is the launch vehicle of ...


more...
Aurangzeb - movie review
AURANGZEB as the Indian version of Godfather for hits sheer power in script and performance. What's ...


I Don't Luv U - movie review
I DON'T LUV U lies a very relevant issue. But I DON'T LUV U had the potential to better than that. I...


more...
  • Events Gallery
  • Celeb Gallery
Shraddha Kapoor
Shraddha Kapoor
Bipasha Basu
Bipasha Basu
more...
Deepika Padukone, Huma Qureshi, Aditi Rao Hyadri a...
Deepika Padukone, Huma Qureshi, Aditi Rao Hyadri a...
Anupam Kher at 300th show of his Kucch Bhi Ho Sakt...
Anupam Kher at 300th show of his Kucch Bhi Ho Sakt...
more...
  • Celeb Wallpapers
  • Movie Wallpapers
more...
more...

Tags

Giselle Thakral Shruti Haasan Evelyn Sharma Neha Sharma Jyoti Sharma Kunal Khemu Asin Sonam Kapoor Chitrangda Singh Tusshar Kapoor Esha Gupta Kulraj Randhawa Aishwarya Rai Bachchan Shahrukh Khan Vidyut Jamwal Complete List

Top

 


 
Browse
▪ Bollywood Celebrity wallpapers
▪ Bollywood screensavers
▪ Bollywood Events & Parties
▪ Latest Bollywood News
▪ Bollywood Celebrity Interviews
▪ Bollywood Movies
▪ Bollywood Music
▪ Hindi Song Lyrics
▪ Jokes
▪ Mumbai Theatre Guide
New Releases
▪ Aurangzeb
▪ The Reluctant Fundamen...
▪ I Don't Luv U
▪ The Great Gatsby
▪ Gippi
▪ Go Goa Gone
▪ Shootout At Wadala
▪ Chhota Bheem And The T...
▪ Bombay Talkies
▪ Life Mein Hungama Hai....
more...
Upcoming Releases
▪ I Love NY
▪ Hum Hai Raahi Car Ke
▪ Ishkq In Paris
▪ Rock The Shaadi
▪ Zindagi 50-50
▪ Yeh Jawaani Hai Deewan...
▪ Yamla Pagla Deewana 2
▪ Kyun Hua Achanak
▪ Mere Haule Dost
▪ Ankur Arora Murder Cas...
more...
Trending on glamsham
▪ Aurangzeb Movie Review
▪ I Don't Luv U Movie Re...
▪ Red Hot Bollywood Babe...
▪ Bollywood babes sizzle...
▪ Alia Bhatt - Photo Gal...
▪ Ramaiya Vastavaiya Mov...
▪ Lootera Movie Stills
▪ Deepika unveils specia...
▪ 'Kabira' song - YEH JA...
▪ Latest Hindi movies 20...
/glamsham.com @glamsham /glamsham /glamsham +glamshamSubscribe RSSm.glamsham.com
Disclaimer | Privacy Policy | Feedback | Contact Us | Testimonial | Jobs
A Fifth Quarter Infomedia Pvt. Ltd. site. © Copyright 2013 All rights reserved.