#SeeEqual hits hard

I’ve always admired #SharetheLoad campaigns because they bring up strong social issues in a society that is still fundamentally biased towards men.

But Ariel’s #SeeEqual campaign hits hard particularly because it is not set in the tone of extremes. The couple seems respectful, honest and thoughtful – something that a lot of modern couples now experience.

Equality is such a crucial value for me personally and having been recently married, I can say that everyday me and my partner put in a lot of effort to try our best to be equal partners.

Yet, the campaign explores subtle predispositions and assumptions within the scheme of dual working couples today. For example, men reminiscing how they spent their college days with their buddies sharing the load of work together but yet once they are married – there is an assumption that perhaps that the same equality shouldn’t be demanded by a female partner.

The ad shows how the wife’s time is probably not equally valued when she had to rush to send an email. Subtle yet so real. Often overtime as the wife goes out of her way to show care, it was easily assumed that “they” will take care of it whereas it is the wife who is truly taking care of everything.

I believe that this campaign is a reminder that yes, as women we have made so much progress and now experience equality in many aspects but yet the nuances of a patriarchal mindset still exist that needs to be constantly brought to the forefront through honest and respectful conversations.

Thumbs Down to the Dream Killers

The Olympics is so much more than just playing international sports. It is a stage for people who have defied all odds, put their determination ahead of all other temptations and emerged from remote parts of the country just on the strength and mastery of their sport.

The awe inspiring campaign by Thumbs Up that has always stood out for “Toofan” with their action packed commercials stood with our athletes during the Olympics. The campaign includes Vikas Yadav (Boxer), Bajrang Punia (Wrestler), Manu Bhaker (Shooter), Deepika Kumari and Atanu Das (Archers) and the entire Indian shooting team.

The campaign urges people to give a thumbs down to all those naysayers, haters and dream killers who do nothing but comment saying “India ka kuch nahi hoga” ie. “India won’t get anywhere”.

This campaign is a tribute to all those who have a dream and fight for it every single day. I stand with Thumbs Up and our incredible athletes. #PalatDe.