Ad Nut
May 2, 2017

Indian Air Force straps into gender-equality cause

Recruitment film by Grey Group India makes case that patriotism is not gender-specific.

The film above, titled 'I am a girl', contrasts a series of reprehensibly sexist phrases with scenes of things getting blown up and shots of India's first female fighter pilots—looking like the badasses they undoubtedly are. 

So is the Indian Air Force truly as interested in exploding stereotypes as it is in obliterating enemy positions?

Your position on that will probably vary depending on your feelings about military force and the position of women in society. A cynical creature could say that wrapping a recruitment message in a veneer of gender equality is clever but calculated. On the other hand, the Indian Air Force has actually just minted what it calls its first class of female fighter pilots, so it seems committed to change. 

Ad Nut suspects the recruitment of women has more to do with a general lack of recruits than it does with any deeply held desire to fight for equality. But if men can volunteer to serve and possibly die for their countries, then certainly women ought to be able to as well. And if the process convinces any slow-on-the-uptake sexists that women can do anything they damn well please, all the better.

Previously in military recruitment

CREDITS

Creative team:
Sahil Mehta
Zishan Mohammed
Manoj Tapadia
Harshvardhan Sharma
Gurdev Singh
Arjun Bhimwal
Rajesh Kumar
Bhavya Goel
Gautam Bhasin
Piyush Jain
Varun Goswami
Sandipan Bhattacharyya

Account management:
Ketan Desai
Pulak Bhattacharya
Vishal Pant

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

Need more ads? Visit Ad Nut's colleagues: Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

40 Under 40 2024: Eddie Morton, Sandpiper

Leveraging his journalism and communications expertise, Morton has propelled Sandpiper’s health to new heights, earning three promotions in three years.

18 hours ago

Biti's Hunter 'steps forward' in new branding campaign

REBRANDING EXERCISES: The Vietnamese footwear brand taps Dentsu Redder to resonate with a new generation through its new streetwear-inspired offering.

18 hours ago

Top Chinese snack company faces regulatory scrutiny ...

China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.

19 hours ago

Move and win roundup: Week of November 4, 2024

In this week's roundup, Moët Hennessy ANZ appoints Nausicaa Charrier as its new marketing director, Third Avenue Consulting and Superdream strengthen their leadership teams. Read about the latest appointments, business wins, and leadership changes across the industry.