My beef is not with Airtel, but with the recent advertisement they have out, promoting their mobile internet facilities.
For an introduction, watch here:
The new advert has people divided, apparently, over whether it is anti-feminist or not. While I think it is, several Twitter users have messaged me with names like ‘sad feminist bitch’ and some sexually suggestive comments. Itself an interesting insight into the perception of feminism in this country.
Advertisements need not necessarily be realistic, and so the obvious markers in this specific ad: the fact that spouses don’t generally report to each other in any sort of management structure, and *most* employees in India do not address bosses by their first names.
Cut to diligent employee at his desk, still complaining.
That cuts to a yummy set of dishes filled with steaming, delicious looking food, being prepared by a disembodied phantom hand. (You won’t believe what happens next!)
The husband receives a video call, happening (presumably) in HD thanks to the superfast internet connection on dearest husband’s mobile phone, disembodied hand and yummy food in frame.
And it’s at this point you realise nobody but M. Night Shyamalan could have directed this ad…
“Wifey boss people.” (to be said in a Haley Joel Osment-like fashion)
Frazzled husband is still at work, working on the work bosslady has left him. Plaintively, like every dutiful desi biwi should, she begs him to come home to eat. He capitulates, they grin, and the ad ends.
Realism issue: What management structure allows spouses to be in direct managerial hierarchy? If there are some that do, this is the first I’m hearing of it.
I’ve read several arguments saying the wife ‘wanted’ to cook for her husband, so sweet, and that I was just a ‘rabid, unhappy, sexually dissatisfied feminist.’
Tackling the first of those statements first: I enjoy cooking, funnily enough. Mostly for myself, occasionally for family and friends. I do it of my own volition and own free will, entirely unencumbered by the expectation of having to have a hot meal ready for somebody. I was brought up independently by parents who cooked for themselves, me and each other (incidentally, my father is quite a magician with chicken) and if any of us was hungry, we cooked.
It would be utter folly to deny the expectations of an extremely patriarchal Indian society with regard to these bahus, however. Hindi films and Bollywood portray wives and daughters-in-law as such as well. Tea and food aren’t things you make. They’re things you are supposed to not only make, but have ready, and keep hot as you wait for your hubby dearest to finish whatever he’s doing/wants to do/following which he can sit and fart around.
And it is to these expectations that I take the utmost exception. I’m sure the agency that handled the ad thought they were being extremely ‘progressive’ and ‘feminist’ by showing a female boss.
When it’s ‘progressive’ and ‘feminist’ to show a female boss, and not just a normal thing, your society is VERY patriarchal.
As the daughter of an incredibly accomplished woman who has been on the boards of several multinationals, and a very accomplished businessman who also changed my diapers and does a mean grilled veg casserole, I was never brought up to believe that women belonged to certain roles, and men to certain others. I have unfortunately, while interacting with certain people, seen just how ingrained these retrograde expectations are. Other women have come up to my mother and asked her why she worked, ‘does your husband not earn enough money?’ ‘Do you have financial issues?’ as opposed to that wondrous, all too impossible possibility that my mum is very intelligent and good at what she does and wants to work. Fuck that, right?
To those who deny flat out that these expectations do not exist, have some empirical proof. Crunchy and nutritious.
Examine the press coverage of any intellectual, accomplished woman in the public eye in this day and age. 2014.
Sheryl Sandberg, COO, Facebook.
Indra Nooyi, CEO, PepsiCo.
Hilary Rodham Clinton, Senator, former U.S. Secretary of State. Potential candidate for 2016 Presidential elections.
All of them repeatedly asked how they ‘balanced home and work.’ How they managed motherhood and their high-profile jobs.
Has anybody asked Bill Clinton how he managed home and work whilst he brought up Chelsea? Has anybody asked Sheryl Sandberg’s husband if and how he managed to be a good father while still going to work?
Has any man ever felt guilty, as Indra Nooyi recently said she did, because of societal expectations to be a good parent and successful at work?
Why, in India, is ‘housewife’ an extremely normal term and part of the daily parlance of the majority of the population, but nobody has ever heard of a househusband? And men who even live with their wives’ families are called derogatory slurs like ‘Joru ka Ghulam’ (the slave of the wife)? Are the women who are forced to be glorified cooks and cleaners then not slaves of their husbands?
Trick question – yes they are. They’re cooking, cleaning, sexual-pleasure-providing, childbearing slaves.
The day women are free of the expectation that they have to have ‘chai’ ready, or lunch, or dinner, or any damn meal whatsoever, is when people can point fingers and say the ad ‘portrays sweet relationships where people cook of their own free will.’
Now to address some Twitter trolls:
Exhibit 1 – “Its a way of women balancing home and work”
I’d like to see a man balance home and work and THAT be portrayed on an ad. I’ll even write the ad if any agency wants to take me up.
Exhibit 2 – “Take it in a good way the woman does the cooking work which requires more finesse”
Sanjeev Kapoor. Marco Pierre White. Heston Blumenthal. If they’re not men, that’s news to me.
Exhibit 3 “You dirty feminist you must be sexually unsatisfied no man wants u and so u hate men”
And that is why we need feminism. When idiots measure a woman’s idea of self-worth by how desirable she is (or perceives herself to be) to the opposite sex. That is, of course, all that should matter in her life, right?
[P.S – Dear person who DM-ed me that on twitter, please explain why my sexual satisfaction is any of your business.]
Until the expectations go away, until feminism stops being a dirty word, until women stop feeling guilty for pursuing their dreams, we need feminism. Until we can break out of gender roles and stop following or believing in established gender tropes, we need feminism. Until the day the media and the public either stop asking women about the work-home balance, or ask it of men too, we need feminism. And for every day after that.
To the anti-feminists I had the absolute pleasure of interacting with, with their ‘men’s rights’ persecution complexes, I leave you with Trent Reznor’s lines:
“I wear this crown of thorns,
Upon my liar’s chair”
The crème de la crème of Indian authors, the cat’s meow, the cream of the crop, the bee’s knees, that literary genius, that proselytising Twitter guru, that magician with his words, Chetan Bhagat, has recently made a wonderful video for Shaadi.com (possibly the world’s most well known matrimonial website [ugh]), where he lists tips for the site’s founder, who recently got married himself.
For a little bit of a background, watch this
The guru of gurus, the unrecognised (but clearly deserving) head of MENSA, is now dishing out tips for a successful marriage.
Chetan Bhagat’s #ShittyTipNumber 1
“Just Say What She Wants to Hear”
In this tip, he talks about how choices, with women, are not really choices. you just have to guess which ones they like. WOW, Chetan Bhagat. I speak for all women when I say you are really, truly the most amazingly perceptive man in the entire universe. How did you know all women were not really human, just completely irrational, two-faced vagina-toting humanoids incapable of normal thought processes like men are? Poor ol’ us. ‘North Indian, South Indian’, we’re all the same. He talks about choices between A and B as being like computer programs, which solve problems ‘based on applying criteria’. What are those, Mr. Bhagat? Programming? Criteria??? You’ve lost us poor stupid women already!
It’s not about finding A or B, Chetan. It’s about finding, to quote a certain Red Forman, my foot in your ass.
P.S – You know what *I* really want to hear? That Chetan Bhagat has given up writing and/or a public existence for good. I will wait for that day and I will celebrate it.
Chetan Bhagat’s #ShittyTipNumber2
“Remember Anniversaries, She Will Forget Your Sins”
Here he talks about remembering anniversaries, something I am not a fan of. You celebrate if you feel the need to celebrate, and don’t if you don’t. If the day means something to you then let it. I fail completely to understand why ‘forgetting’ a day makes you a bad spouse/partner, and if that is one of your criteria in deciding whether you should be nice to your partner or not, you are a horrible partner yourself.
He instructs all men to ‘remember their in-laws’ birthdays. But he doesn’t stop there, taking it a step further instead. He asks that most wondrous of all beings, men, to ‘be the first one to call your mother-in-law’ on her birthday, and then ask your spouse/partner why they haven’t wished their parent yet. Of course, these birthday wishes are not birthday wishes, but leverage that you can use when you’re ‘in the doghouse’, so to speak.
If you happen to be friendly with your spouse’s parent/s, then you wish them because you know them and you want to fucking wish them happy birthday. Not as ‘OMG I WISHED HIM HAPPY BIRTHDAY NOW I’M OFF THE HOOK’. Dear Chetan Bhagat, as much as your writing and behaviour make it seem like it, you are not five years old.
P.S – As far as being ‘woken up at midnight by Chetan Bhagat’ goes, I’d probably just tell myself I’m having an incredibly horrible nightmare and go back to sleep.
Chetan Bhagat’s #ShittyTipNumber3
“Do not give an opinion, merely endorse”
According to Mr. Bhagat, if one of us ‘lil ol’ ladies asks a man for an opinion on an item of clothing, we’re not asking for an opinion at all. We are obviously too weak to handle honesty and truthful viewpoints, so all we want and need is positive reinforcement from men (of course we do, how in heaven’s name would we live without it?).
It is absolutely telling that the whole ‘Do I look Fat’ scenario is limited to women. That, dear Chetan (or do you prefer Chetanji?) is a product of our stupid, patriarchal society where men can look whatever they look like and be successful in a field that focuses exclusively on appearance (the movies, for example) but women, in day-to-day-life, need to be suspended in a bubble of self-doubt, in a constant state of worry as to whether they look fat or not. Health matters whether you are male or female – how you look should not matter at all, but unfortunately for the world, and consequently to women themselves, a bulge here, a fold there, is absolutely unsightly and should be banished immediately, by whatever means possible. Women are meant to be pretty little fairies with no opinion, no cranial ability, and no life beyond men and serving them, aren’t they, Mr. Bhagat? And their lives invalidated without said ‘endorsement’ from men? Poor us. Also, we look at other women who are prettier than us and begin to hate them immediately. How did YOU know, Chetan Bhagat, that women cannot look at other human beings the way men do, rationally, and consider their abilities and strengths as independent aspects of their personalities? I’m so glad you’re around to teach me the ways of my kind.
P.S – Chetan Bhagat likes to make jokes about women’s insecurities with their appearances. I’d make a joke about Chetan Bhagat’s appearance but that video speaks for itself.
Chetan Bhagat’s #ShittyTipNumber4
“Warning – she follows you on Twitter”
This takes off from Shitty Tip Number 3, which is all about female insecurities. While body image issues are, unfortunately, a reality, Chetan Bhagat brings us his own version of female insecurities, which have to do with men calling other women attractive. According to him, the moment a man compliments a woman, it is grounds for the wife to ‘put her husband in the doghouse’. In Chetan-land (or Bhagat-world, if you prefer), not only are women completely devoid of self-confidence or self-belief, but men are not supposed to have opinions either, unless they want to regret them all their lives.
For SHAME. How dare any being have an opinion on another human being right? And of course, said opinion necessarily means you like that human better, no? Like a little child’s mother complimenting another child, which necessarily means she loves that child more than her own.
P.S – Gentle reminder, Mr. Bhagat. YOU ARE NOT FIVE YEARS OLD.
P.P.S – Sexism works both ways, and you’ve just illustrated that extremely succinctly. Thank you.
Chetan Bhagat’s #ShittyTipNumber5
“Show your support. Like all her Facebook updates”
He says this is a ‘tip for a modern marriage’. ‘You must like all the pictures, silly rants, stupid things’ your spouse posts on Facebook.
I’m all for social media. I’m doing a degree in media. I do NOT, like most other people, believe it has a damn thing to with somebody’s feelings towards me. If your love, or the security of that love, is predicated on a ‘like’ or a retweet, you’re in an incredibly shitty, insecure relationship. I do think every one of the last few points is predicated on Chetan Bhagat’s assumption that women are insecure, and that is the most important aspect of their existence. Women are insecure beings that cannot survive without male validation – it is THIS male validation, of course, that validates not only their looks and figures but their very existence. Yes. That’s all the vagina-ovary bearers of the world need, Mr. Bhagat, to ‘keep us happy’, because we need to be ‘kept’ happy. Facebook likes. This man has all the answers, people!!
P.S – When you say the rants are ‘never stupid, always profound’, you’re obviously not talking about yourself, you fucking moron.
P.P.S – your ideas are anything but ‘modern’.
Chetan Bhagat’s #ShittyTipNumber6
“You might be the boss in the office.. She is the boss at home!!”
So according to Satan…oops, Chetan, the days of performance reviews are over. You are now not the reviewer, but the reviewed. This review will not be an annual one like the rugged menfolk are used to, but a daily one, nay, an hourly one, nay, a minute-to-minute review, based on the clothes you wear, how you sit and stand, your appearance, things that the rest of us would find trivial but Saint Bhagat tells us are the criteria for judgement.
Who ever thought a marriage/relationship was a partnership between two equals, right? It’s supposed to be about one dominating the other, browbeating them into submission and having them follow their every word. It’s not like it’s supposed to be a symbiotic thing, with both people contributing to conversations, discussions, finances, the relationship itself. It isn’t supposed to be an environment where two people feel comfortable enough to air their opinions and are able to discuss their problems and lay them bare as they are. It is about submission, complete submission. Men and women are not MADE to be equal, right, Mr. Bhagat? Relationships and marriages only ever work when one partner dominates.
I think we should all just listen to Chetan Bhagat when he says ‘Seriously, you’re not supposed to be listening to this. Bye bye, take care.’ If you truly DO care about yourself and your sanity, do not watch that video.
My condolences to Chetan Bhagat’s readers and fans (male, female or otherwise) for being utterly brainless, and commiserations to his wife for being married to a sexist, male chauvinist pig, paperback-writing hack with no visible redeeming qualities whatsoever.