by Vainavi Mahendra
Since time immemorial, society laid down certain norms to be followed strictly by people. These norms encompass a range of behaviours and attitudes which are considered appropriate and acceptable on the basis of gender. Over the period of time, these norms have given birth to gender stereotypes which have, inversely, become a noose. Breaking the shackles of gender roles, Flipkart’s new ad campaign takes forward the ethos of new, progressive India.
The #GenerationEqual campaign has been conceived by Dentsu Webchutney challenges the inherent notion of gender stereotype by highlighting how it is okay for a boy to openly cry and like the colour pink just as it is normal for a girl to like sports and dream of becoming an astronaut.
By making children the protagonist of the film, it talks directly to the parents and urges them to not raise their children they same way as they were but to raise them as equals. The film requests parents to break gender roles as only a “generation that is treated equally today, will treat each other equally tomorrow.”