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Scooters as source of Women empowerment
June 26, 2012 04:46:58 PM IST By Enkayaar, Glamsham Editorial
The new Scooty advertisement starring Anushka Sharma, where a bunch of girls chase down a Romeo and whistle at him on the streets of Mumbai epitomizes the role gearless scooters are playing in women empowerment. Indeed, it was a pleasant change to observe that women in backstreets of Colaba in central Mumbai now are switching to these gearless scooters in a big way.
As a matter of fact these gearless scooters are heralding a social change all over the country, more so in Kashmir where young girls, housewives etc., are choosing these gearless scooters to undertake their day to day chores in a big way. This trend which started as a small ripple in the automobile market in the country, where Priyanka Chopra had appeared as a model endorsing the scooty had become quite famous. Subsequently Kareena Kapoor also endorsed a brand of scooty for quite some time, and to enhance the impact the advertisement had a multilingual approach subtly underlining the message that indeed the preference for this kind of mode of communication is going to emerge as the choice for women in the country eventually.
Now with Anushka Sharma endorsing this mode of communication the choice of gearless scooters indeed is going to spread, as Anushka Sharma has got the image of being a sporty and youthful woman, and this is the segment that the manufacturers of various scooty making companies are targeting at.
As a matter of fact quite a lot of companies that make scooter are gradually shifting over to manufacturing gearless scooters to tide over the sluggish sales being experienced in the geared-scooter category. It is the bikes which have become the preferred choice for the young male population and slowly but surely the gearless scooters are emerging as a choice of preference among the female, more so those of the young variety.
The campaign designers could also think about using Ranbir Kapoor as the brand ambassador for the gearless scooters as he has driven these gearless scooters in two subsequent films first was in BACHNA AE HASEENO and the second time as ROCKET SINGH: SALESMAN OF THE YEAR.
There was a time when the humble scooter was an integral part of the cinematic oeuvre in Hindi films but with the advent of the bikes the scooter was given a go by. Now with the gearless scooties emerging as the preferred mode of choice by the young females as also the elderly ladies, the day should not be far-off when somebody builds up a story where the gearless scooty would play the prop, and there would not be a better actor to ride it than Anushka Sharma.