The ad projects two young women entrepreneurs and people of different age groups. While one young woman is shown flying a kite, generally seen as a men's sport, the other young woman teasingly asks her father whether she should call him partner or papa. The two women are not just shown to pursue their dreams but also to redefine their gendered roles. However, they still fall within the trope of young middle-class women in advertising in terms of their physical appearance. The creative team could have pushed the envelope further by depicting a female shop owner or a delivery person. We need to see more girls and women in more diverse roles.
A personalised service without slotting customers into stereotypes is a very liberating concept for women who are comfortable in their skin. The ad is thought-provoking since it mentions the myriad ways in which women are judged and typecast, and the consequences on their aspirations and choices.
It is such a change to see women of different body types and ages – women who do not really fit into the image of advertising models being featured in an ad. Not just that, the ad also gives women equal screen space to sell a product – insurance – which is not seen as a product for women. It is generally considered as the responsibility of men to buy insurance to protect their families from any unforeseen calamity.