According to a new campaign from Tanishq and Talented, “the world is not new to social empowerment narratives directed at women. The idea that a woman can do anything, has been interpreted as a woman must do everything.”
“Today, women across the board are striving to strike the effortless balance between the multiple roles they play in life and are under the constant unsaid expectation to be thriving at it,” said Ranjani Krishnaswamy, General Manager-Marketing, Tanishq.
“But here’s a reminder to pause and remove that metaphorical cape sometimes, after all you’re human too. This narrative is inspired by the stories of many a superwomen all around each one of us celebrating the other side of what goes into making them”
Tanishq and Talented, along with Superfly Films have come together to remind everyone that “before she’s a superwoman, she’s human. And it’s human to struggle and to fail.”
“We have higher expectations from women than we do from humans. Women today suffer from a burden of potential. A dad may get a standing ovation for packing lunch for his kids on one day – but the benchmark for women is much higher,” said Binaifer Dulani, Founding Member & Creative at Talented.
“Being called a superwoman is a compliment only when it’s not an expectation. This is as much a narrative about gender, as it is about mental health. Women’s week felt like a moment as good as any to bring this forward.”
Kopal Naithani, Founder and Director, Superfly Films said, “Do women have the luxury of time? We are so busy trying to ace everything in life, living above and beyond the idea of being a multitasker that I don’t think we even realise when it begins to take a toll on us. Somewhere we have ourselves forgotten that we are human. That we can or only need to do so much. The world sees women in a certain light but where do women see themselves? And I think that is where the climax of the film takes us – this campaign is a long overdue reminder.”
