At a time when the country is debating the role of women in the society the Indian Air Force (IAF) has come up with their latest ad campaign featuring the first batch of women fighter pilots, after the historic step by IAF last year.
The film titled 'Ek Ladki Hoon Main' has been conceptualised by Grey Group. With the new campaign, the IAF which has been perceived as a male-centric profession in the past looks to break the gender stereotype and promotes equality in the vast skies.
Discussing the idea behind the campaign, Sandipan Bhattacharyya, Chief Creative Officer, GREY Group India said, "When you think of fighter pilots, the imagery that's deeply embedded in our minds is an exclusive boys club where guts and glory are the man's sole prerogative. With the IAF recruiting its first batch of women fighter pilots late last year, we thought the time was right to take the battle of equality to the skies."
The ad film encourages Indian women to recognise their abilities and take on the world and shows that if a woman decides she can take over any role. The campaign will be only running on digital platforms.
"A lot of women-centric campaigns are debating the stereotypes around the role and place of women in the society, and brands have been creating a conversation around it. There is a lot of talks, but not any action. Changing mindsets and gender stereotypes begin by challenging them with action, and not just words," said Bhattacharyya.
"The IAF is not paying lip service to the conversation around gender equality but walking the talk recruiting women pilots and encourages women to shatter this ceiling. These are not actors they are the real air force pilots who are changing stereotypes every single day when they march out with their male colleagues and blaze through their drills," he added.
The campaign is a motivation to all the women who want to pursue their dreams but are forced to take a step back and remained caged in the societal norms. This ad encourages women to be fearless.
"The idea is not to compete with the brand chatter. The idea is to inspire the next bunch of fearless women who believe equality is their birthright and that service of the nation should know no gender," he concluded.
