Boss….

Oh I am sure you have already seen and ranted on this ad. It is actually so bad ( one who got what product is being advertised will get a gift of Manchurian Masala), that it is surprising for it to have hit so many nerves.

Perhaps its pseudo-realstic- pretentious progressivism-gone-horribly- wrong is the reason for the mass rants against it. And perhaps the fact that we are smarter in spotting sexism these days.

This is why I am going to link it and proceed to rant about it myself:):)

After years of ‘woman is the CEO/boss of the house’ useless-pat-on-the back trope, we get a ridiculously sexist ad that shows a female boss telling her subordinate-at-workplace husband to stay back to do extra work at office, and then proceeding to go home and cook him a delicious meal and seductively asking him to come back to enjoy the said food.

Lest you think this lady is somewhat cuckoo in her head- because didn’t she ask him to stay back herself? Short term memory a. la. Aamir Khan in Ghajini? Or someone with a split personality like Aparichit? ( Hey, these popular Indian movies are totally accurate in depiction of any mental disorder, OK? Don’t be so snooty).

Noo… you realise she is a good Indian wife, who makes it up to her subordinate-at -work husband by cooking for him. After all, aren’t we all Indian women supposed to do that? Get good grades, earn well, look pretty in short hair and go on to cook perfect meals for our husbands?

Note ladies, that she softly says ‘sorry guys, you will have to just do it’ when her team complains about the timelines. Those of you whose boss said sorry to you, before asking you to stay back after-hours, please stop reading the post now.

OK, now for the rest of the 99% of the mortals who have continued reading this post- note that she looks slightly abashed- especially when she sees the disappointment on her team’s face and even asks her teammate ‘how is it going’, with a kind and considerate tone( we don’t know he is her husband yet.) Because if you want people to like a woman, especially a woman in power, you have to show her ‘soft’ side,lest people call her a bitch.

She looks tranquil in the car. Soft. Pondering. Soft. Sensitive. Soft.

And then she launches into WIFE MODE by asking her husband ‘Rohit’ ( the 21st century default Indian male name that replaced the erstwhile ‘Rahul’ of the 1990s) about what would he like to eat tonight. Because the moment a woman gets a free moment after a gruelling day at work, she likes to think about her husband’s dinner. It is totally natural. All of you, who after a long workday DON’T sprawl on sofa watching your favourite TV show over food cooked by someone else, or at least fantasize about it, please stop reading this post now.

OK, I see 99% of my readers are still reading.

Voila, she twists her hair in a pony at home, ponders about the contents of the fridge philosophically and rustles up a decidedly Udupi looking Chinese meal.

Then Rohit – the same team mate forced to stay back for work gets a call from ‘Wife.’ He sardonically replies ‘ Aaj late hoga. Boss ne bahut jam diya hai.’ ( Biiiiitch!!!)

Wife, who turns out to the said boss( Creative minds!! fantastic idea!!! whatta genius conceptualisation), sends him the video of the meal she lovingly prepared for him.

NOW, NOW, NOW WE GET THE PRODUCT which paid for this ad.

Those who DIDN’T think that the ad was for electrical kitchen appliance or a new brand of Indo-Chinese sauce, please stop reading this post.

OK, now for the rest of the 99% mortals still reading this post. The wife whispers seductively on the phone, ‘Boss ko bolo wife ne ghar bulaya hai’.

Then, the airtel tune starts and you realise that this piece of shit was actually an ad for 3 G connection. You sit quietly contemplating thousands of years of human evolution and how you always hated that Airtel tune and how right you were to pick up Vodafone. (Because how can this brain-dead ‘modern couple’ even compete with a cute pug?)

For all of you who DIDN’T think this woman is quite scary with her short-term memory loss and split personality and Udupi meal, a round of applause. Maybe you haven’t been watching instructive movies like Ghajini and Aparichit.

And a moral of the story for the remaining 99% of mere mortals. Here goes. Quite unintentionally , the ad makers have hit on the exact disorder that our society suffers from. That women are expected to have two distinct personalities: Modern professional woman outside and traditional wife/ mother/ daughter at home. They need to have a short term memory. Wipe out the BOSS identity as soon as you leave office and slip into WIFE identity.

You can be a boss with a corner office, have short hair, wear Sonia Gandhiesque sarees, ride in a chauffeur driven car, earn more money than your husband. But you have to slip into the ideal Indian wife mode as soon as you are in private sphere.

Otherwise, the balance of power just might tilt and patriarchy will shake. SCARY THOUGHT!!!

The ad stupidly celebrates the schizophrenia of our patriarchal society and I won’t even link the garden variety dumb excuses of ‘ WOMEN LIKE TO COOK FOR THEIR HUSBANDS SO WHAT IS WRONG IN SHOWING THE REALITY WHAAAAAA WHAAAA’ thrown by the ad makers and supporters of this ad alike.

But the good news is, that the ad has ruffled many feathers. And people are debating the ad, which has opened up a dialogue about the double shift many Indian women are ‘forced to do’ ( unlike ‘choose to do’ according to defenders of this ad). This is good news that ads like these don’t get a free pass for being covertly sexist. A debate on this ad is especially welcome because,

Because it pretends to be realistic unlike hundreds of ads that show sparkling women talking about detergent or their kids schoolbag as if it was some life-or-death issue.

Because it pretends to be progressive by showing a lady boss and goes on to justify the prevalent sexism in the society by perpetuating the worst and most dangerous stereotypes about women.

Because showing short-haired-lady-boss doesn’t make you a progressive.

Because it refuses to show a powerful woman who doesn’t look guilty in front of her subordinates for doing her job.

Because it reflects the pseudo-equal modern Indian marriage that women are calling out for what it is- a pseudo equal relationship built on age old stereotypes.

Because it champions the ultimate status of modern Indian man as ‘ boss in marriage’ and brushes his insecurities about the rising power of women.

And ALSO because it comes across as advertising CHINGS UDUPI SCHEZWAN CHAUPATI SAUCE and not a 3G CONNECTION.

There.

14 thoughts on “Boss….

  1. Loved your post – so funny and rips apart this stupid ad. Well I didn’t see this ad earlier, clearly living under a rock.
    But what really pains me is the huge number of women who think that’s how it should be. I mean no matter how accomplished you are at work, your home, especially the kitchen is your temple. The whole situation is just sad.
    Btw, I love your blog – a fellow feminist and a dog lover, perfect! :)

    • Totally agree with you on women who think it is their ( and all other women’s) DUTY to ensure home doesn’t suffer because of their profession. I would like to blame our society- with its unrealistic expectations from women. But even individual women need to ‘woman-up’ and get rid of this stupid double-standard. After all, it is harmful for them. And gives wrong signals to our young girls and women that their career choices ought to come second to their homemaking skills.

  2. Pingback: What kind of company policy puts a husband-wife couple in a boss-employee relationship? Doesn’t matter which of the two is on top. | The Life and Times of an Indian Homemaker

  3. Well, I have to say this – I love you for this one!! ;) No no.. I am not stalking.. Seriously, this is the perfect thread-by-thread dissection of this mindless advert! And I loved “Note ladies, that she softly says ‘sorry guys, you will have to just do it’ when her team complains about the timelines. Those of you whose boss said sorry to you, before asking you to stay back after-hours, please stop reading the post now.”

    I actually tried imagining my boss telling me that and …. I failed to even imagine that!! lol

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