Menu Secondary

Aidwa
AIDWA
  • About AIDWA
  • Events
  • What we do
  • Inspiring Stories
  • Resources
  • Videos
  • NewsLetters
  • Press Releases
search
menu
  • About Aidwa
  • Events
  • Inspiring Stories
  • Magazines
  • Resources
  • Reports
  • Publications
  • Posters
  • What We Do
  • Food and Health
  • Women and Work
  • Gender Violence
  • Gender Discrimination
  • Communalism
  • Legal Intervention
  • Media Portrayal
About us
Contact us
Follow us Facebook - Newsclick Twitter - Newsclick RSS - Newsclick
close menu

On the Withdrawal of Dabur’s Karva Chauth Ad

AIDWA
30 Oct 2021
Dabur Karva Chauth Ad

Would have never known there was so much sexual content in the image of two people looking at each other through sieves on a moonlit night until the riot act was read by the protectors of our culture on this Dabur ad. Say two young girls are wishing each other long life and happiness this way, they might be lesbians, they might not be. But why this uproar as if they are demolishing all that is precious and pure in human relationships! No, the fear lies elsewhere! Karva Chauth is sacrosanct because it is not interested in giving a message of love and fellowship but in reasserting the eternal sexual and emotional subservience of the wife to the husband. That message is the husband's monopoly! Who knows what makes corporate companies deviate from banal conservatism in their ads occasionally? Maybe a bit of variety sometimes brings more profits! Dabur however has withdrawn the ad. As activists in a women's organization, though, we feel that just as by sending the message of rakshabandhan to people who are not related to us by blood but are our sisters and brothers in humanity we reinvent a traditional ritual, similarly it would not be bad if we could  change the content of the ritual of karwa chauth by allowing it to foster an image of love and fellow feeling between two persons, even two women, never mind whether they are lesbians or not.

Dabur
Karva Chauth

More Stories

  • image
    Deep Concern Regarding Further Decline In Child Sex Ratios
    01 Apr 2011
    The All India Democratic Women’s Association (AIDWA) expresses its deep concern at the Census 2011 revelation that the child sex ratio has dropped from 927 to 914 girls per thousand boys, confirming…
  • working women
    Ms. Sudha Sundarraman
    Work Participation Rates and women’s status- new inequities, new equations
    20 Oct 2009
    Resurgent India is facing many anomalies. For instance, the economic growth curve, somewhat affected by the global meltdown, is now expected to get back on track and move upwards again, beyond the 9…
  • The All India Democratic Women’s Association (AIDWA) strongly condemns the attacks on poor Christian tribals in Orissa villages in Kandhamal District
    26 Aug 2008
    The All India Democratic Women’s Association (AIDWA) strongly condemns the attacks on poor Christian tribals in Orissa villages in Kandhamal District. A young nun was burnt to death and many others,…
  • MEMORANDUM TO HONORABLE UNION MINISTER OF HEALTH AND FAMILY WELFARE, GOVERNMENT OF INDIA
    19 May 2006
    To,                                                                                                                   Dr. A. Ramadoss, Union Minister of Health and Family Welfare, Nirman Bhavan, New…
  • ON VIOLENCE AGAINST MINORITIES IN BARODA
    ON VIOLENCE AGAINST MINORITIES IN BARODA
    05 May 2006
    The All India Democratic Women's Association (AIDWA) expresses its deep concern at the recent incidents of anti-minority violence in Baroda. it strongly condemns the way in which an anti-encroachment…
  • Load More
Subscribe
connect with us
about us
contact us