Breaking stereotypes with ads may not be so easy despite big brand backing

Experts believe advertisers trying to reverse gender roles in their brand communication walk a thin line in today's 24x7 digital age

Breaking gender stereotypes may not be all that easy even though brands are pushing for it. It has always been a tight line and the latest brand to take a hit has been Hindustan Unilever’s dishwashing product, Vim. The brand's spoof-featuring actor, model and fitness enthusiast has made an effort to drive home the point that dishwashing is not just a woman’s chore, but is in fact gender neutral.

In a release, HUL said, “The key message being driven is that men need a change of perspective, not a specialised product to get them to do their own chores at home.”

However, breaking stereotypes is not easy and other brands like AU Small Finance Bank and Fab India faced the same issues with their ads in the past.

Brand experts believe that advertisers choosing to reverse gender roles in their brand communication walk a thin line in today's 24x7 digital age.

"It's great if a brand chooses to take a stand on gender stereotypes. But any kind of step-back from that position tends to dilute the communication altogether. That appears to be the case with Vim, with the company saying that a dishwashing liquid for men was a spoof. In my opinion, this is best avoided," says N Chandramouli, chief executive officer of Mumbai-based consultancy TRA Research.

Vim isn't the only brand to face a backlash while trying to reverse gender stereotypes. In October, AU Small Finance Bank had to deal with multiple boycott calls for reversing the tradition of the bride leaving her home to join her husband after marriage. In the ad, Aamir Khan is seen joining Kiara Advani in her home in the commercial, evoking sharp reactions on social media. Madhya Pradesh Home Minister Narottam Mishra had urged Khan to stay away from commercials such as these.

In response to a query from Business Standard back then, AU Small Finance Bank had said that it respected all individuals and didn't intend to hurt anyone's beliefs. "If anyone's sentiments have been hurt in the process, it is purely coincidental. We will continue to put our best efforts to serve our customers," the statement said.

"Brands must be prepared for every outcome when they choose to take a stand. If the brand philosophy dictates it, then it is better to stick to it, no matter the reaction on social media," says Abhijit Avasthi, founder of Mumbai-based Sideways Consulting.

In 2021, clothing brand FabIndia had removed a promotional capsule about its new festive line following a backlash on social media.

Fabindia was accused of naming its Diwali festive collection as Jashn-e-Riwaaz (celebration of tradition), with the company insisting that it was not a Diwali collection.

In 2020, jewelry brand Tanishq in an ad contextualized an inter-faith marriage, showing how a mother-in-law respected her daughter-in-law's faith. The brand had to withdraw the commercial after a backlash.

Deepak Subramanian, executive director & vice president – home care, South Asia at HUL said the company has always believed in empowering women and breaking the gender stereotypes that come along with household chores.

He said, “Dishwashing in India as a chore is traditionally seen as a woman’s responsibility and has been distributed unevenly between family members.”

He added, “The lockdowns enforced a unique behaviour shift, where the men came to the sink and social media went abuzz with men at the sink. The aim of this campaign is to rekindle a perspective change in a non- preachy, quirky way so that chores at home can truly become democratised.”