MAM

The ins and outs of femvertising

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/12/18/ads_0.jpg?itok=7nyrz_mG

MUMBAI: How many times have you come across ads that seek to empower women and ask them to take on the world (at times by using their product)? The general tendency of advertising in the seventies and the eighties was to objectify women in order to fascinate the ‘male audience’ to buy their product as traditionally, the man of the house was considered to be the only (buying) decision maker. But that has changed over the years and advertising has evolved along with our society. 

Today, an increasing number of brands are creating pro-female ads in keeping with an increasing number of women finding their voice in society and the workplace – basically with the emergence of feministic values. The advertising industry that once relied actively on objectification of women to promote brands is now starting to attract the attention of female consumers and make them feel understood and valued.

While it may not be in listed in the Oxford dictionary yet, but femvertising is today de rigeur. It may be defined as advertising that employs pro-female talent, messages, and imagery to empower women and girls. Brands around the world are jumping on the bandwagon to empower women by integrating feministic messaging their ads.

public://adds.jpg

But it might not be the best decision for all  brands to take the femvertising route as  one size does not fit all. Take the case of CEAT, a company majorly known for manufacturing tyres. It has introduced CEAT Safety Grip that is a customised scooter handle grip which seamlessly conceals a pepper spray in the accelerator throttle for quick and easy access at time of distress.

It’s aimed at instilling confidence among women riders and empowers them to take charge of their own safety.

A tyre manufacturer creating a line of product for women safety, strange is it not?

Brand-Building.com founder and brand guru Ambi Parameswaran points out that any brand which jumps on to a cause just because it is new is doing a singular disservice to the practice of marketing and branding. However it makes sense if the brand is in someway connected with women empowerment and has a long-term goal around this promise and premise.

Concern over women’s safety has become a prominent issue now than ever before as women vehicle (scooter) ownership is on the rise and an increasing number of ladies are now joining the workforce. But creating a separate line of products targeted only for women may incur extra cost to the company as a lot of time and money goes behind R&D and perfecting the product.

CEAT senior vice president of marketing Nitish Bajaj mentioned that the company works with external partners to design and test such products while it also has an exclusive authorised manufacturing and packaging partner which has invested in this product while CEAT will be extending support in pushing it to the target audience.

Women empowerment and safety find a resonance in every kind of product and service. A condom ad for instance speaks about women's empowerment and safety in equal measure as a safety app that tracks where one is going. Harish Bijoor Consults founder and brand strategy specialist Harish Bijoor believes that using the empowerment theme to a greater degree of value will be the trend in the years ahead in India, as India wakes up to  women's empowerment and safety themes. 

Creating campaigns and products designed specifically for women safety or empowerment sure does lead to a jump in sales and helps in improving the brand perception. Mindshare principal partner of strategy Preeti Mascarenhas recalls one of their biggest wins this year in strategy, the Nayi Soch campaign for Star as it not only got the audience pull but also helped in bringing change in Indian society.

Havas Media Group CEO of India and South Asia Anita Nayyar notes that it certainly does help in improving brand perception and is seen as a specific effort to create, keeping women safety and empowerment top of mind. It positively pre-disposes the audience to buy hence, leading to sales and being created and designed specifically for the ‘Women in Me’ helps.

Affirming that not all brands can pull this off, Ambi Parameswaran notes that if not enough thought is put into the process, it may end up confusing the consumer and cause damage to its long term prospects. Companies that manage to do this need to make sure that it is part of a long-term goal and not a ‘hire a cause of the month’ campaign.

Traditionally, it was believed that if a brand wants to target women, it needs to advertise on television alone as a majority of women in India are still hooked on to their TV sets as compared to digital. Our media experts seem to believe that it still holds true and not much has changed. The general consensus is still that television is the prime medium of attraction for this audience segment, followed by digital and then print. CEAT on the other hand believes that digital platforms help in creating awareness and hence will be showcasing  its  new film on social media. Tanishq in the past has maintained that the jewellery brand’s core focus to connect with consumers via digital and it will continue to invest heavily on it. 

Whether femvertising here to stay or not is debatable. While Anita Nayyar and Preeti Mascarenhas believe that it is here to stay and we will continue to see the momentum growing over time, Harish Bijoor opines that it is just a passing phase. “When every brand around uses femvertising, and when everyone gets tired of it as a cliche, brands will nudge their way to Malevertising (Male Advertising) and this will be a yo-yo process for sure,” he concludes.

The balance swings between the ying and the yang. Even in advertising.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/oyo.jpg?itok=1T571es0
OYOs Weddingz.in launches its first digital and OOH campaign “Venue Sahi Toh Stress Nahi”

MUMBAI: OYO acquired Weddingz.in, India’s largest wedding company has rolled out its first digital and OOH campaign. Driven by the real-life hassles that families and young couples face during a wedding, the three-week-long campaign, “Venue Sahi Toh Stress Nahi”, aims to highlight the upside of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/fabindia.jpg?itok=CauK48Sm
Fabindia’s association with IPL helped the brand record 40-50% growth

MUMBAI: While retailers across the country have been facing a decreased footfall in the stores, Fabindia’s partnership with the Indian Premier League this year helped it record a growth of up to 50 per cent. For a brand, that had never advertised on television before, this association with the big-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/fulcro.jpg?itok=GXIAyjmu
Fulcro to handle Whisper’s digital creative mandate

MUMBAI: Fulcro, an integrated digital marketing and communication agency, recently bagged the digital mandate for Whisper. The mandate is to channelise the entire Whisper range of products on digital, including social media along with an incumbent agency.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/un.jpg?itok=5BTKiiyV
Initiative India to handle media duties of Unacademy

MUMBAI: Initiative India, the media agency of IPG Mediabrands India has bagged the media duties of Bengaluru-based ed-tech startup Unacademy. The agency won the business following a competitive pitch process and the business will be handled by the agency’s Bangalore office.

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/gupta.jpg?itok=PLImo3PI
Supari Studios creates launch campaign for CRED

Supari Studios, the award-winning content studio invites you to watch the quirkiest explainer video to hit our screens yet - the launch campaign of the members-only platform CRED that allows users to manage their credit card payments from one place.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/ajit.jpg?itok=Fz1V43Fm
Socxo releases an e-book on Holiday season marketing - Time for buzz marketing with the Mango Man!

Socxo, the Bangalore based brand advocacy solutions start-up, has today launched an e-book for marketers to gear up this coming holiday and festive season. And this season in most parts of the world is a full quarter - October to December.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/22/tam.jpg?itok=v7buFaV-
E-com, Media, and Retail saw hike in ad volumes across media during Ganesh Chaturthi: TAM AdEx

MUMBAI: A total of 450+ categories, 6400+ advertisers, and 8500+ brands advertised across mediums (TV, print, and radio) during the festive period of Ganesh Chaturthi (22 August to 12 September), as revealed by a latest TAM AdEx data report. As compared to the last year, the top category of Food...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/korean.jpg?itok=COaziccv
Korean Dramas now in Hindi from One Take Media Co.

MUMBAI: Recent times have seen growing popularity of Korean Content.This surge has been known as "Hallyu--Korean wave” and refers to the way Korean entertainment is spreading around the world .

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/21/aii.jpg?itok=8obUNg1k
Bobble AI partners with Xiaomi to develop ‘Mint Keyboard’ for Android smartphones

MUMBAI: Bobble AI, a Gurgaon-based tech company today announced that it has partnered with Xiaomi, India’s number one smartphone and smart TV brand to develop ‘Mint Keyboard’ for Android smartphones. Bobble AI is empowering the Next Billion by making their communication personalised, expressive,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories