Femvertising- Transitional Tomorrow

The field advertising has been extremely dynamic and bold ever since it has evolved- from talking about new and fancy products, to story telling, creative designs and impressing people, this field has done it all. One of the most revolutionary steps this field has taken is to bring about a change in the society. When looked upon the literal definition of advertising campaigns, it says- a series of advertisements that focuses on bringing about an action, hence a change, mostly positive.

Advertisements are basically the channel of communication which are the most efficient in making use of the magic bullet theory and deliver the right messages in a brief time frame. One of the most famous and liked themes of ad-campaigns has been the one which delivered the message on taboo of gender stereotypes. Various world famous advertising agencies and daily advertisers have been targeting their audiences on the basis of emotional appeals which triggers the society deep down and they feel connected and belonged while watching the 15 seconds long video. Such attractive emotional appeals have been proved significantly useful and tactful resulting into positive actions. It follows the basic model of advertising- spreading awareness, building desire, generating interest and ultimately taking actions. Multinational brands like L'Oreal, Vogue and various Indian companies like Myntra, Nykaa, Tanishq have successfully developed advertisements that highlighted the problems that women face and how they should be empowered in the 21st century. These advertisements have channelized the right messages through the right media- using attractive traditional and digital display advertisements to developing short ad-films, the techniques have been dynamically targeting the audience at the 360-degree parameter. Indian ads have been celebrating women empowerment in the most magnificent and majestic way. The industry has produced numerous advertisements to validate the concept of women empowerment and gender equality. With the right kind of messages, it has been able to give a narrative approach to the concept and have nuanced takes on gender equality in a society like ours where discrimination will take time to get eradicated because of the deep roots.
To name a few- Ariel's Share the load, Havells' Hawa Badlegi, Titan Raga's Khudse Naya Rishta and Flaunt your flaws, Airtel's Boss,  L'Oreal's Equal Pay, Vogue's It starts with you, Myntra's Bold is Beautiful etc are some of the phenomenal advertisements that redefined the meaning of women empowerment and took a step ahead in generating content that can bring about a change by garnering the attention of audience in the right direction for a better tomorrow. This doesn't only proves to be beneficial for the society but also kindles the profitability of brands and improves their brand equity. Connecting with customers at heart and mind by producing soulful content is responsible for improving the credibility of the brands.
Such advertisements fall under the category of Femvertisements that further is a sub category of Public service advertisements. The making of such content and its increasing popularity and likability shows the transitional tomorrow- an era where people believe in solidifying the beliefs that are beneficial for for the world, they are concerned and aware about the various strata of society and wish to uplift them. A time-frame which is fearless, truthful and focuses upon a brighter future.