Firm rapped for gender bias in ad



Deeksha Chopra | TNN


"New Delhi: The education department of Delhi government has taken serious objection to a TV commercial of ING Vyasa Life Insurance, alleging that the advertisement shows girls as a burden on their families.
In the commercial, the birth of a girl is followed by what the Delhi government considers as a derogatory statement: Hai To Pyaari Lekin Bojh Hai Bhari (Though loveable, she’s still a burden). ‘‘It sends out wrong message,’’ said education secretary Rina Ray. She has written to National Commission for Protection of Child Rights and Delhi Commission for Women (DCW)asking them to ensure the advertisement is withdrawn and also a public apology is issued by the insurance firm on all channels.
Ray is unhappy with the overall gender bias in the ad, particularly the scene which depicts fathers being weighed down by the financial costs involved in bringing up their daughters and funding their studies so much so that the ground beneath their feet caves in. Ray quotes a hospital scene from the commercial in her letter which depicts girls as a burden.
Ray said: ‘‘This is unfair. Parents spend money for a boy’s education too. Then why single out girls, especially when the country is positively debating women empowerment.’’
The DCW has written to the insurance company asking them to stop airing the advertisement. ‘‘Promoting such biased views on the girl child may have a demoralising impact on women,’’ said Barkha Singh, DCW chairperson.
However, the company said they have not received any letter. ‘‘The ad was not meant to be derogatory to anybody and hurt others’ sentiments. Its aimed at rekindling emotions and sentiments of a father’s duty (‘mera farz’). We will look into the objection and take recourse if the ad has hurt anybody,’’ said Geeta Sarin, regional general manager, ING Vysya Life Insurance Co. ltd. "
My View :- Apropos to the news published in TOI, it was anachronous to have come across such a news when we talk about women reservations being improved in electoral representations, Indira Nooyi being reported amongst the world’s most powerful women, Smt. Pratibha Patil being elected as President of a nation growing leaps n bounds. The companies should not just project what they intend to, but also cater to sentiments of people. How would an adage like “Hai To Pyaari Lekin Bojh Hai Bhari” symbolize the other burdens faced by the sole-earner of the family subtracting the girl child’s responsibilities?? It definitely doesn’t. What it does is an angst feeling, a hidden hatred unleashing itself against a girl child, which is immoral and unwanted. I sincerely request the promoters/advertisers to ponder and come up with a more subtle and amicable campaigns/ads for not just their own betterment but for the betterment of society as a whole. A more insightful thought like
“Hai to pyaari, Bhavishya hai hamari,
Bojh nahin, yeh jaan hai hamari.” would have been more apt and considerate.