India will soon be dowry-free if families start taking pride in bahu’s job and not dowry

India's three biggest problems with respect to women are Sexual assaults, Domestic violence and female foeticide. One of the reasons behind last two is our long-prevailing dowry system. Though there are many laws prohibiting dowry in any form, perception of society that girl is a burden to parents didn't change much. How do we change this notion?

Many of you might have watched Ariel’s new ad campaign, “Is laundry only a woman’s job?” If you hadn't seen it already, please watch it here : 

This is a thought provoking social movement by Ariel. Ariel says, "When everyone is talking about equality between men and women in every field, then why is laundry considered just a woman's job?" But, I like this ad for completely different reasons. The same message could have been shot with a different back drop. For example, imagine the following story-line : 

A woman having a very bad day at office, coming home late and tired just to find out unattended pile of laundry and her husband on a couch, relaxed and watching an Indo-Pak WC match. Then, throwing up at the audience the question – “Is laundry only a woman’s job?

The above imaginary ad will just make us (women) feel more depressed, hopeless, and exploited and give us another reason to fight with our husbands. Our husbands would have cursed Ariel. By the way, most of the TV commercials centered on gender (women) discrimination are under such sad backdrops.

Instead, the advertisers have chosen a very healthy backdrop that models change in the attitude of mothers-in-law. I love this ad for five reasons:

1. Two elderly women discussing about the progress the women have made in last few years
2. A saas proudly boasts that her bahu earns higher than her son. The other lady smiles approvingly.
3.   The lady, daughter in law, is seen in western wear and not saree or salwar covering her head in ghoonghat. I don’t even see her wearing any marital symbols.
4. The lady is busy, preparing to go to work – checking her tablet, working on laptop etc. I am happy that she is not in kitchen. 
5. When the husband asks his wife why she has not washed his green shirt, his mom looks equally puzzled and embarrassed at her son

This is exactly the change we need.

Have you seen any Indian MIL approving the fact that a wife can earn higher income but still run a healthy family? It shouldn’t be us, who fight with husbands for sharing that extra load at home. Our mothers should teach our brothers, and mothers-in-law our husbands to help women at home. I know many men who help their wives, but their mothers won’t approve of it. They cry inconsolably when they see their sons in kitchen. A change should begin at home and with a mother. 

I am hopeful that, seeing this new Ariel commercial, at least few mothers (& in-law) would change and start talking more about woman’s education and employment, and not about how much dowry she got from her parents. Kudos to Ariel for such a beautiful ad!!! We need more of such prime time commercials to subtly change the society's expectations from a modern-day woman.

PS : HerLifeHerChoice is my first attempt at blogging. Please leave your feedback in comments section to help me improve my posts. You may choose to be anonymous.

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