The video showcases a father watching his daughter juggling with her job and household chores while her husband sits on the couch, making laundry and dinner requests. Instead of knocking some sense into his son-in-law, however, the father finds himself responsible for this set up.
The father, in a letter, apologizes to his daughter for making her grow up in an ambience where she watched her father never help her mother around the house. He even sympathizes with his son-in-law, saying he probably saw the same ritual in his family as a kid, that perhaps he played ‘ghar-ghar’ too and portrayed the role of the TV-watching man-of-the-house, while some little girl made him make-believe tea.
In the end, however, the father promises his daughter to make a change in his own way. He promises to help her mother with the household chores from now on.
That is when, well, the ad’s sales pitch comes in. But disregard the commercial point of view, this ad does make one – man or woman – put on the thinking cap and reconsider what they do while someone else in their family is slogging away with the household chores:
The previous ad the emphasized on gender inequality showcasing two elderly women in conversation sending a clear message with ‘is laundry only a woman’s job?’ and the hash tagged phrase #sharetheload. A bunch of ads have been focusing on similar issues in the recent past. The ad film was appreciated and acknowledged at the international level.
The advertising industry is seen trying to create a difference, making an effort to get rid of gender stereotypes. There was a time, not long ago, when detergent commercials almost always showed women struggling with dirty collars.
A new detergent/soap would make her task easier so that the man could beam at work in front of his superiors with a sparkling white shirt. Washing machines helped her further, but it was still she frowning over collars and socks.
A regular woman might still fret and fume over dirty clothes at home but the new breed of commercials understands that she would appreciate if household tasks are shared.
