Though public transport and roads are used by women as well, the ad totally invisibilises them. Increasing the visibility of women in our visual communication creates greater acceptance of their presence in public spaces and reduces street harassment.
Once again, it is a very male-centric ad with a very limited role for the woman as a co-passenger. When we talk of going beyond mobility, conventions and pushing the boundaries it is important that we also redefine gender equations and roles.
It is unbelievable that it is 25 years since McDonald's has entered the Indian market. Many fond memories of our children's craze go to McDonald's for their French fries, burgers and the toys. The ad captures nostalgia, across genders and generations.
The ad uses Dia Mirza's celebrity appeal, to create awareness about the toxic residues of the cleaning agents and promote the organic cleaning products of Beco. Dia Mirza is not shown as a glamorous girl, but as an expert who believes in the product she promotes. A welcome relief from celebrity-driven ads that are loud and at times, ridiculous.
The ad captures, in a very subtle fashion, the compromises and choices that a woman makes in the interest of her family and children. Her husband is shown acknowledging and appreciating the same. The ad shows the couple deciding together on the retirement plan to live life the way they always wanted.