P&G brand Ariel revamps #ShareTheLoad campaign – men not happy

FMCG major P&G’s detergent brand Ariel has revamped its campaign called #ShareTheLoad to make men feel responsible for household work, too –

This campaign is also backed up by a survey done by a ‘third party’ as claimed by the brand –

ShareTheLoad Campaign

Last year Ariel showed some really demeaning statistics for men from a survey done by AC Nielson as a result of which the survey major had to face unprecedented criticism from men’s groups and many family boycotting the product. Even women did not like the way it was projected last year –

Read – Washing dirty linen

This year Ariel did not take any chance of revealing the name of the survey company.

This year’s campaign claims the following –

  1. 2 out of every 3 children think that washing clothes is a mother’s job
  2. 78% of girls in India agree that they should learn laundry as they will have to do it when they grow up
  3. 81% of married men in India agree that their daughters should learn laundry household chores
  4. 76% married men in India believe that not helping with laundry at home, still makes them a great role model for their children
  5. 65% married men in India agree that their children replicate their behavior at home

The figures are based on a survey conducted in four cities viz. Delhi, Mumbai, Bangalore and Hyderabad on 542 persons.

This campaign challenges our mindset that a woman does all the household chores and men do not help them. The video created for this campaign shows a working woman coming home from office and still doing household chores while the man is watching TV while working on laptop.

Men’s rights activists are however not very happy with this campaign, too. They say this campaigns wants to increases responsibilities of men while women continue to have no responsibility in their families –

Read – Indian women do not have any responsibility in their families

While many men agree that it is better to share the load but they think it needs to be left to the families to decide rather than outsiders shaming anyone. They also show that families where both the partners work in corporate, can easily employ housemaids to get their work done. Families where the woman does not work in corporate, women should not have any issue with household work. Their argument is that in urban families the percentage women working is still very less compared to the percentage of men who needs to work. Also in almost all families men always work in higher positions than the women in the house and they are expected to work longer hours in their offices, it is unjustified to shame men for not sharing the household work.

Some men’s activists bring examples from evolution of human species where women opted to stay indoors for being safe from attack of wild animals or other tribes and chose the household work, when men chose the most dangerous work of hunting and getting food and resources for the families. That was in the best interest for the human species and hence that is how the society has evolved.

With changing nature of job and survival requirements this situation has changed. Now families can’t sustain their needs without both the couple working and earning money. While it is upto the individuals to decide what they want to do in their families but if men’s responsibilities are reminded to them like this to shame them, then today’s women also need to be reminded that nurturing the children of the husband or taking care of his family and being faithful only to the husband is also her responsibilities. No one seems to imply on women that contributing to their family financially is also their responsibility. All these become feminist issues. This is the reason men’s activists think dowry should be legal in Indian marriages as that will ensure financial contribution of women in their own families –

Read – This is why dowry should be legal in Indian marriages

Even though Ariel has revamped their earlier campaign, Indian men’s rights activists still see #ShareTheLoad as a misandric campaign and plan to further boycott the detergent brand Ariel.


I am joining the Ariel #ShareTheLoad campaign at BlogAdda and blogging about the prejudice related to household chores being passed on to the next generation.

Is Yakub Memon dead? not yet

I was not following Yakub Memon’s death penalty until I came across this news –

Yakub Menon The Hindu

I couldn’t believe in my eyes that some distinguished personalities can in fact rally behind a terrorist who had killed 257 innocent men in Mumbai. They belonged to all walks of life, politicians, judges, lawyers, social activists, actors etc. The reasons for his mercy petition were –

  1. An international commitment to abolish death penalty
  2. President of India has the power to grant pardon under Article 72 of Indian Constitution
  3. Abolition of death penalty contributes to human dignity and progressive development of human rights
  4. Abolition of death penalty should be considered as progress in the enjoyment of right to life
  5. Internationally it is no more debated but considered as established fact that death penalty should be abolished

Case specific points why this death penalty is illegal

  1. Yakub Menon was not given advance notice of the death warrant hearing, hence this order is void
  2. Long duration of trial and incarceration suffered till date. He suffered 20 years in prison till his arrest and 14 long years of trial, while Hon. SC used this long period of incarceration to lessen the sentence for other accused, did not do so for Yakub.
  3. Yakub Memon is mentally unfit for execution. He is suffering from Schizophrenia for last 20 years and is unfit for death sentence.
  4. Tiger Memon and Dawood Ibrahim are main conspirators not Yakub
  5. Commuted co-accused played a larger role than Yakub Memon. Prejudiced on account of being Tiger Memon’s brother
  6. He was a witness in the case. He provided information about Pakistan’s involvement in the blasts and his death will weaken that side.
  7. Other death sentence convicts like Veerappan and killer of Rajiv Gandhi have been commuted
  8. Death Sentence awarded under TADA which was later repealed by the govt.
  9. Grant of mercy will send out a message that “as a nation we are committed to equal application of mercy and values of forgiveness, and justice”.

As stated in this mercy petition that he has surrendered before the Indian authorities seem to be an outright lie when we see exactly what was written by the head of Pakistan desk of RAW, and I quote –

He had come to Kathmandu secretly from Karachi to consult a relative and a lawyer on the advisability of some members of the Memon family, including himself, who felt uncomfortable with Pakistan’s Inter-Services Intelligence, returning to India and surrendering to the Mumbai police. The relative and the lawyer advised him against surrender due to a fear that justice might not be done to them. They advised Yakub to go back to Karachi.

Before he could board the flight to Karachi, he was picked up by the Nepal police on suspicion, identified and rapidly moved to India.

This clearly shows that he had not surrendered but was arrested on suspicion.

This article written by B Raman (given at the end of Hindu article) also says that Yakub helped Indian authorities by making some members of the Memon family surrender before Indian authorities in Dubai.

If we look at all the above arguments in favour of his mercy all of these fall apart when we compare these with some other death penalties given in India.

In a study in 2013-14, called “Death Penalty Research Project” conducted by National Law University students of 400 death row convicts; it was found –

  • A majority on death row are first-time offenders
  • Direct evidence missing in most of the cases
  • Confessions extracted through torture relied for conviction
  • Convicts on death row receive poor legal assistance
  • A majority spend 10-20 years before the mercy petition is rejected
  • Trial courts under pressure to ‘act tough’, award more deaths

Take the case of Dharampal of Sonepet who was initially accused of raping a girl that he repeatedly said that he didn’t commit. The “Death Penalty research project” of NLU students revealed that he too waited for several years to get bail. After finally getting bail in ’93 he killed her and four other family members and was given death sentence for that.

The researchers also found that in some cases the women in some of the death row convicts’ family were sexually exploited by the defence lawyer.

In case of Dhananjay Chatterjee who was hanged till death in 2004 for rape and murder of Hetal Parekh in 1990, police didn’t find any direct evidence of his involvement in the actual crime. Only the chain of the victim was recovered from his house, even though he denied involvement in the crime he was executed and no one cried for him.

This discussion of the MLU research has become pertinent here because when the convict is a poor common Indian man, we don’t find any such intelligentsia to move for them. Most often these common men are given death penalty as the NLU study reveals “without concluding evidence”.

Take for example the 2012 Delhi Gang Rape case. Four adults accused were hanged till death but Indian paid media repented that the juvenile was not hanged –

Juvenile not hanged

If we recall the events that had happened after December 2012, we will know how many celebrities were aggrieved and how many of them wanted death penalty of the accused. In fact a sentiment in favour of death sentence was created carefully by these celebrities, politicians and judges then. The then Chief Justice of India openly said that he wanted to join Delhi protests –

CJI wanted to protest after Delhi rape

Even Delhi rapists pleaded guilty, they helped the investigation (do any criminal have any option after getting caught in such high profile cases?) but for their conviction a special law was created under the pressure of so called intelligentsia. Whereas, to save a terrorist the same people rallied for his mercy. Does this mean if someone kill several thousands and then become a govt. witness then they will not be punished?

In case of Yakub Memon who has killed hundreds of innocents, judges came out in his support and signed mercy petition while when some poor people were being sentenced for assault on one individual they wanted to punish them.

Feminists like Kavita Krishnan however did not want death penalty for the rape accused even after Dec 2012 incident but she supported death penalty in a different way on her Facebook wall –

Kavita Krishnan FB

She wanted death of a rapist (that included a juvenile) but not for a terrorist who had killed more than 250 people.

She continued glorification of Yakub Memon in different ways including projecting him like a role model of injustice –

Kavita Krishnan FB

Her cheating state, lynching mob etc. never came out when men protested biased rape laws.

Question is, what prompted feminists and gender rights activists suddenly become activist for terrorists. Did feminism, rape etc. start repelling people so much that they had to take another fresh issue in the name of human rights? Whatever be the case, those who are crying hoarse for Yakub Memon are completely denying justice for the families of those who were killed by Yakub. They all are common men and women. But feminists don’t feel the pain of those women now.

These activists are also ignoring the sacrifice of our police force who save us from these terrorists. Even, I agree that when we as human beings, we can’t give life, how can we take life? But who has given the same authority to these terrorists to take life of hundreds? If they did, they should not exist in the society. Also if we keep them alive, what is the guarantee that their organization will not plan his release in future by taking some innocent Indians hostage and killing some of them?

Those who are rallying behind a terrorist today, raise a significant question – Is Yakub Memon dead? Or he is still alive among those who support him?


Meet Saket Sekhsaria – teen who created a sensation

Saket in a conference

Saket Sekhsaria

Meet Saket Sekhsaria a seventeen year class XII student of Mahindra UWC. He has recently created a sensation by creating a petition on change.org for gender neutral laws in India.

The Male Factor as always brings you this exclusive interview with this young sensation who has gone out of his way to create awareness about prevailing misandry in our society and came forward as a ray of hope for future generations.

  1. Hi Saket, can you please tell us how old are you?

I am 17 years old.
2. What do you do presently? What is your goal in life!

I am studying in 12th grade at Mahindra UWC of India. My goal is to live in a way where regrets are minimized and I follow my wishes, ideas and passions, however far-fetched they may be.

  1. What prompted you to create a petition on change.org about gender neutrality in our laws?

I came across these laws during an activism panel at my school and could not believe in my eyes! I wanted awareness but thought that this could only be achieved by removing the social stigmas and rewarding the brave victims by aiding in the procurement of justice. I looked into the legalities and then realized that creating the petition was my best chance.

  1. Any specific reason for selecting rape and domestic violence laws for your petition?
Saket with his family

Saket with his family members

Yes. One of the main reasons I believe we have gender biased laws is because of the stereotypes in our mind of the crime, the victim and the perpetrator. We refuse to budge from it and hence take up one sided campaigns which completely alienate other aspects or potential victims. With rape and domestic violence statistics so high for men, transgender(s) and people of other genders, I decided that by debunking the whole “Men don’t feel pain” “Men cannot be victims” stereotype we could show all the people that men also need care, empathy and justice. This way even women would be benefitted as men would realize that they are not superior and can also be victims. This is essentially a win for everyone if perceived correctly.

  1. When and how did you come to know about gender biased laws in India?

We had an event called “16 days of activism” at my school. There we had a feminist panel but not a masculinist panel. Puzzled and curious my friend and I, decided to take initiative. During research we realized the extent of the problems and lack of laws to counter them.

  1. Are you convinced that our MPs will listen to you if your petition reaches them?

I am certain that the statistics really speak for themselves and would be shocked if MPs are able to ignore such a large demographic of victims. I am still reeling from the fact that these issues haven’t been solved yet and do not see any problems or side effects that could terminate the passing of the amendment.


Saket Sekhsaria Petition

Sign his petition to support his initiative


  1. What are your future plans to fight against these biased laws?

I intend to raise the right structures to ensure the fight continues until victory is seen. I understand that it needs a good amount of press and advocating and will try my best to make sure that it is handled well. My future plan though consists of using the above mentioned structures to create the interdependence which will make sure that injustice is easily reported and solved.

  1. How do your friends, family and relatives see this initiative?

Everyone is incredibly supportive of the campaign. I am lucky to be backed by amazing people. They have been patient and given me good pointers on the organization and writing of the campaign.

  1. What do you think is behind creation of these gender biased laws?

I think it is the stereotypes of crimes that have occupied the creators of these laws. It is also a lack of perspective and a biased state of mind no doubt, but I know that we have all been shocked by these statistics. I am sure once the creators see these other perspectives, they will have no choice but to acknowledge the issues and change the law.

  1. How do you intend to make India a better place to live for her men?

I believe in our nation and the people of it. If we want a better place, we must fight for it. We must look at the various injustice and fight them one at a time while looking to make sure we keep justice in mind at all times. I intend to keep this ideology in mind and become an activist of change but ask everyone, regardless of gender, to join in and fight this injustice. One gender cannot make progress without the help of the other; we must unite as one and push for gender neutral laws that bring justice to all. Then we have a better place for men, women and everyone.

  1. According to you, other than gender biased laws, what are the other issues Indian men and boys are facing today?
Saket Sekhsaria and his friends

Saket with his friends

Indian men and boys are facing the impact of all the clichés of Bollywood, Hollywood and a misrepresented gender identity. We are forced to fit into certain criteria in terms of looks, actions, likes, dislikes and more. We are expected to be stronger than others physically, mentally and emotionally. This is too much a burden and is an unfair representation. This is present in other gender identities as well but is not acknowledged as much for men; many still believe these representations to be true and rarely speak out if they don’t.

  1. Do you think working for men’s rights will be harmful for women’s rights? If not, why?

I believe in equality. When someone works for equality, they only look at justice. I do not believe by making laws gender neutral, we are harming anyone’s rights. By providing a man justice for rape, I am not advocating denial for a women; I am fighting for them both to receive equal rights, punishments. If we make all laws gender neutral, we are advocating for both men’s, women’s and other’s rights and thus harm no-one.

  1. What other activities you intend to take up for fighting for men’s rights?

It is critical to realize that by only me taking action, nothing is going to happen. We need everyone to take up, participate in activities to make a difference. I will continue to partake in issues I can tackle but admit I do not possess all the knowledge and need others to step up to really make a difference.

  1. Do you think more young boys like you should join men’s rights or fight for gender neutral laws? If so, why?

Everyone, of every gender, should fight for men’s rights because fundamentally, we all believe in justice and must fight for it. As Martin Luther King Jr. said “Injustice anywhere is a threat to justice everywhere”. I also think that by granting men’s rights there is a lot of positivity that people of other genders will feel. We are made to be symbiotic and need everyone for it.

  1. What do you think is the future of boys and men in India?

The future is whatever we make it and if people take up initiatives like some braves have done in the past, we are headed into an exciting future. Several problems still exist but it is us, and only us, who can solve our issues.


Rights to use the photographs

Rights to use photographs

What do we come to know from #BlameOneNotAll campaign

#BlameOneNotAll is a media campaign created to reinforce the point that NOT all men are rapists. However, from the social media reaction to this campaign many things become clear –

Proud male feminists having identity crisis

Identity crisis

The idea of this campaign tells us that many men are having identity crisis under feminism today. They are the PROUD male feminists who want to protect women. These are the men who supported the feminist monster and created a rape culture demonizing their own gender. Hence, they had to come out clear saying ‘No we are NOT rapists‘. Only to be given back by their women friends – “So what?”. These men realize when they created rape hysteria against ‘other men‘, they have created a Frankenstein that is ready to kill them today.

Male feminists have no option but to endorse masculinism?

Masculinist IndiaThey shamed their gender, openly claimed they are ashamed to be men because someone else had committed a rape. They slammed Masculinists like me as misogynists. They thought women will support them. But this campaign where they wanted to regain their lost glory as a man, they are slammed. It gives a clear sign to these men that they are not special as a ‘Non Rapist‘. They still needs to be shamed for their gender. Well, that precisely means that unless they get castrated or become women, they will always be hated by the women they fight for. Now to remain feminists, they have only one option – to become she-males.

Feminism is about male hatred


This campaign once again proved that feminism is about a gender war and shaming all men. It is not about equality, because if it was, then it would have given space for men who supported them and it would spoken against rape hysteria because that makes all men guilty and exonerate women rapists

NOT all women are same” the biggest myth created by feminism

Not all women

Feminists who slam a campaign like #BlameOneNotAll also promotes the theory ‘Not all women are same’. We know they are the biggest hypocrites.

Men, women both feel safe by blaming other men

Pointing finger

Image courtesy

Call it misandry or give it any other name. This nature of the genders is leading to the crisis today. The campaigners created the campaign with notion of saying that it is the other men who are rapists not the campaigners. They didn’t realize that other men are also thinking of them like that. As long as some other man is blamed, everyone feels safe, so much is the prevailing misandry.

NO, we won’t talk about crime committed by women?

Crime by women

Well nobody talks about them. The campaigners only wanted to show other men as criminals, they never showed that crime does not have a gender. With overwhelming majority of false cases filed under ‘crime against women‘ and the crimes committed by women against men being non-reportable, everyone seems to be happy slamming other men.

Feminism is about rape culture

Mattress Feminism

This campaign makes it clear that feminism is about rape culture. That is why they don’t talk about women rapists, false rape or rape cases being decided by their own testimony rather than any scientific evidence. So when someone talk against unnecessary hype around rape, or tries to say that not everyone is a rapist, one is slammed. How can someone challenge the biggest feminist weapon ever, RAPE?


Washing dirty linen

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I came to know that survey major A C Nielson has conducted a survey for washing powder brand Ariel that shows some startling statistics about how women are treated unequal at home (this is how it is projected by Ariel). Well, I have only seen the survey results and know no other details about the survey on this laundry and hence I just represent the survey results as is below.

Let’s see the survey findings. There are six in all –

  1. More than 2/3 rd (> 67%) of Indian women feel, there exists inequality at home, between men and women.
  2. 76% Indian men feel laundry is a woman’s job
  3. 85% working Indian women feel they have two jobs, one at work and another at home
  4. 73% married Indian women feel, a man prioritizes relaxing over helping with household chores
  5. More than 2/3rd (> 67%) Indian men prefer to watch TV than to do their laundry
  6. 77% of Indian men depend on Indian women for doing the laundry

(Don’t get confused with the percentages, this is only based on the sample A C Nielson has taken and I do not know about any authenticity. But in this article I will consider them to be true finding by a genuine survey).

Now let’s take each survey finding one at a time and try to understand the truth behind the finding.


More than 2/3 rd (> 67%) of Indian women feel, there exists inequality at home, between men and women

Women feel unequal at home

So the point is >67% Indian women feel Indian men do not contribute to household chores equally. But I wonder why should Indian men equally contribute to household chores at all? Don’t they have responsibility of going out, earning and acting as provider and protector of the family? Many men in India has to work for sixteen hours a day to make a good earning for the family so that others at home live in peace. Isn’t it asking too much from a man? So even if a man does not contribute to any household work can we really blame him? Then what are women for? What is their contribution in a family? They are not supposed to be the bread earner for the family, they are not legally or otherwise bound to be provider and protector as the responsibility lies with men. When they are already doing their bit, how the expectation of Indian men helping in household chores arise at all? Isn’t it funny or asking too much from a man?

Rather I wonder when in most of our households we have maids working or electrical gadgets doing most of the household work then how the question of women feeling inequality arises. Who pays for all these gadgets to do the household work? Who pays for the maid? Do the women pay or the men? If men pay for these amenities then why should they again do work at home just to make women feel comfortable or equal?

I feel this survey question result should have been the reverse. Yes, there is inequality exists at Indian homes, because, Indian women are not made accountable and responsible for all household work yet. Simply because some women take up the responsibility of household work, it doesn’t become their responsibility and that does not mean every woman is duty bound to do the household chores. We have many examples in our society where women do not do any household chores and expect their husbands to do everything while they enjoy with their money. Such women can’t be punished in any manner. In fact asking women to do household work can be considered as domestic violence and make the husband lose his own house. In fact, a overwhelming majority of men should have felt that there is no equality at home, because no matter how women behave, the husband loses his own hard earned house to his wife (and now his ancestral property under IRBM).

76% Indian men feel laundry is a woman’s job

Laundry women's job

So? Similarly almost 100% Indian men and women too (barring a few men like MGTOWs) feel being provider and protector is a man’s job. I am not sure how will this feeling make any difference? Do Indian women wash clothes by their hand nowadays? Most of the households have washing machines and women use machine to wash clothes. So what’s the big deal? It is actually the machine that does the laundry work and not women, not the modern urban women at least. Moreover, all of us need to have some job right? We are not here for free lunch. Even our constitution talks about duties of citizens apart from their rights. Did Ariel researchers forget that? What is the responsibility of women in their families then, someone please clarify.

85% working Indian women feel they have two jobs, one at work and another at home

Women having two jobs

Oh that is a BIG number. But how many of them really DO the laundry job? Or they only outsource the work to a maid or a machine? Why are cooks and maids in so high demand nowadays and why maids occupy most of the discussions of married women?

The argument can be that these working women coordinate maid’s job, they oversee what these maids are doing so the household runs smoothly. Well I will argue that in many households even men do that and we still don’t know the percentage of men doing that.

Coming to women’s feeling of having two jobs, one being at workplace. Just check the average hours spent by women in workplaces and you will know who really need to slog for hours to be breadwinner for the family. It is undoubtedly the men who do most of the work at workplaces and women under different pretexts are given easy / flexible working hours, work from home, more leaves etc to manage their home and workplace. Also if we see the percentage of women taking part in workforce vis-a-vis percentage of men, we will know this so called 85% women is actually a miniscule number.

73% married Indian women feel, a man prioritizes relaxing over helping with household chores

Man relaxingSo what the man is supposed to do after 8-16 long and stressful hours of work. Do we expect them work even at home? Those who feel this is man’s privilege actually forget the hard work these men put in to get the home running. They are beaten up, hated, face cutthroat competition, boss’ abuses, colleague’s backstabbing and society’s red eye every time to earn a respectful living for the whole family. Women enjoy the fruits of men’s sacrifice in the outside world by living in a peaceful homely atmosphere, in a non competitive environment where there is no tension of quality check of the household work, where there is no tension of competition, where there are lot of rights earned simply because of marriage and where there is no tension of losing one’s job, are women at all in disadvantage for doing household chores? This shows us that such surveys are intentionally done to enslave men in a kind of bondage where there is no responsibility defined for women and only the men are burdened with more and more expectations everyday.

More than 2/3rd (> 67%) Indian men prefer to watch TV than to do their laundry

Man watching TVAgain, I don’t know the truth and I don’t care about it. Even if men are watching TV than doing their laundry that is because he needs relaxations after a hard days work. He should not be expected to do everything at home. A family is shared responsibility and if men are expected to earn and be providers, women are expected to own up the caregiver role. If she fails it is her failure and not that man’s. Also when the man provides for the expenses of maid, washing machine, laundry detergent to enable women, then it is women’s responsibility to do these jobs. If any woman feel unequal because of doing some work at household, they should not get married in first place. Also these confusions occur because Indian women today do NOT have any responsibility defined. These needed to be defined before anything else.

Question is what happens when a woman works in corporate world (yes, I am talking about those 19% or so urban Indian women who work in corporate sector) and is still forced to do household chores. In my opinion, in these cases a man should share the work. But her working and earning do not make her contribute to the family. I know many women who earn but never contribute to her own family. Asking such women to contribute to the family may attract dowry or domestic violence complaint. This once again proves how much hollow and one sided such survey findings are.

77% of Indian men depend on Indian women for doing the laundry

Women do laundryAgain a very poor finding. This happens because 100% Indian women depend on men for their maintenance within marriage and even outside. Did you say that not every woman seek maintenance? Sorry I forgot that happens too. But when we compare the percentages of men and women seeking alimony on divorce we know this is almost 100%, well ALMOST, but that is definitely more than 77%.

I feel rather than doing such time wasting surveys, brands like Ariel should better do survey on their on product and improvement of its quality. Everyone of us has some responsibility to own up. Even when a woman is our President or Prime Minister she is expected to SERVE the nation and not enjoy free meal. Such surveys and publishing and discussing these results will only increase gender inequality and create unnecessary hatred based on gender. I am surprised that brands are paying money for that. This is nothing but a propaganda to break our families and implant a sense of greater inequality in the minds of women so that they break away their families. Such surveys in a way will create more disturbances in India and it will never empower anyone.

What our families do in their homes is better left to them. Brands unnecessarily trying to cash on some opportunity for earning some quick bucks is shameful. Bloggers writing about such campaigns showing that women are discriminated against in their own families will only lead to breaking up families of their own and probably their own children. Because we all need to remember that –


To Indian women

If you feel taking household responsibilities is oppression, if you think this as inequality then please do not get married ever. Be single and do ALL your work yourself, you will know what real hardship and oppression is.

Read – Indian women have NO responsibility in their families

To the brands doing such surveys

Don’t expose yourself to the wrath of peace loving Indian people and create such hatred. If you don’t own up any responsibility, then don’t but you can not provoke others to do the same for your benefit.

To bloggers writing on this

Hope you have realized the dangers of such campaigns. Now don’t be surprised if you see disturbance in your own family tomorrow because you have supported any such campaign for a mere 1000 rupees.

To my readers

This is a part of a bloggers campaign where male bloggers are not eligible to take part. By writing a blogpost in a negative way and by not supporting the brand’s campaign I would have lost the opportunity of earning Rs. 1000 anyway. This post is to show how gender bias is created in our society through blogging campaigns and I am very happy writing this because I have probably created 1000 more sparks for true gender equality and NOT fake business motivated sense of equality.


* Disclaimer – Images are not mine. These are all taken from Ariel campaign page. All image source


1. What are the factors of gender equality

Being a Superhero

MeA Blogadda prompt asks us to think of ourselves as superheroes and imagine what powers we would like to possess.

I understand that being a superhero will not be easy for any individual, certainly not for me. Though it is a fact in my childhood I did fantasize about being a superhero, but as I grew up I realized that being a superhero brings a lot of responsibilities too and that is why I get scared if I can handle so much of responsibilities well.

To me anyone who can change adverse situation into a favourable one is a hero. One who can do that in a sustainable manner is superhero.

In my life I have gone through enough hardships and my life has taken a complete upside turn after a broken relation. Well this was for good.

When I was married, I tried to be an ideal husband and ideal father and I was only cheated and threatened by everyone. As I was undergoing extreme pain and was almost on the verge of committing suicide I met some unrecognized superheroes who have provided me with courage and knowledge to fight my battle out. All of them were strangers to me but has done a lot of good things to me rather than any known family member or friends have ever done.

Eventually these are the people who have changed me so much that today I provide strength to other men to fight their own battles. Many of them consider me as a hero, some of them as superhero.

It is true that the evolution from a always fearful person to a very strong person was not easy. Especially not when the popular belief was against the mankind and the cause that I wanted to work for was considered as anti human.

When I started fighting for this cause,  the same was not even recognized as a social cause and people including the victims like me used to be ashamed of talking about this in public. It was indeed a herculean task to change the perspective. That is the time when I learnt the real lessons of life from some unknown people and became a fighter, a fighter who started fighting against his own lifelong beliefs.

It was not easy to fight like this. Not really when the laws of the country and the society in general was so much biased against men that no one cares about the sufferings of the men. There was no question of me being heard in any of the forums.

So the challenge to me was to make a seemingly impossible task possible. I was not very sure about how to do it but that is when someone forced me into writing blogs. My blogs gave me the much needed strength and vision that I was seeking. Eventually my blog became the weapon of my power, my strength my superpower.

So far my blog has inspired many. It provides lessons of life to all my readers and followers. The lessons that I learn everyday from sufferers from around the globe become lessons learnt for others. Victims from completely unknown cities become my follower, they send appreciation mail to me, share the lessons learnt by them or how they were benefited from my blogs.

This unique power of mine as expressed in my articles and that helps me establish the cause that was so far considered as anti social cause (cause of men’s rights) or a funny timepass cause gets much needed attention and focus from all quarters.

Since my fight is at the emotional level and always with national and international superpowers it has always been tough to be neutral yet assertive in my articles to make the much needed impact felt. Many a times while I tried to convince the opposition and change them for good, I realized that pen is indeed mightier than sword or rather thought is mightier than sword.

So for me the idea of having superpower is clear. I need my intellectual abilities to continue to win the toughest arguments, the toughest situations in the world and I wish I continue this fight lifelong with the same passion and vigour.

Today the world is no more won in battlefields. Rather the people are won with one’s intellectual abilities. If at all anyone wants to be a superhero one needs to have super intellectual abilities, logical thinking and a fearless attitude. I wish I continue my life with these qualities and master these skills to be considered as a superhero.


Asian Paints – when shame is multicoloured

First published on CNN

Recently Asian Paints has brought a shameful ad to show their knowledge and supremacy in painting industry. This campaign is named #HusbandAreUseless to show that Indian husbands are useless because they can’t decide their home decor solution. There are many ads showing private moments in a couple’s life where the wife plans for home decor and suggests various shades for their walls whereas the husband do not show any interest in that discussion. Most often the husband is either busy in his own work or shows interest in something else. Conclusion of the ad is “Husbands are Useless”.

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The Useless Asian Paints Husbands

There is no doubt that Asian Paints is the most revered painting brand in India. This company has given consistent growth to its stakeholders in past several years. The board consists of many luminaries and business gurus who have shaped Indian Industries for decades. However, this kind of sexist ad shaming a section of population for their lack of knowledge in certain matters show poorly on the company.

Husbands are Useless Campaign

Husbands are Useless - Utility Quotient

Asian Paints Utility Quotient Calculator

As a part of this campaign the company has also designed FB games where they are asking people questions on  exact shades of colors like Lilac, Sandal Wood, Phirozi, Pista, Aquamarine etc. Based on the answers given to these questions the result shows whether one is awesome or utterly useless. I played the game and even though this game concluded that “I am awesome”, but I felt nothing can be more shameful than these kinds of games to figure out one’s utility quotient. The company which is dealing with colors for decades is supposed to have better understanding and knowledge about paints but that does not mean people who do not have the same knowledge are all useless. People dealing with other kind of businesses will surely have better knowledge in their own area of operation and that is well understood by everyone. However, a company like Asian Paints boasting about their knowledge brings in utter shame to the whole country and Indian industries as well.

It is a well known fact that women are better than men in terms of perceiving colours. Similarly women may have other good qualities as scientists have shown men and women use different parts of their brains or a combination thereof in different matters. That is how we develop different qualities in us. That is the reason men and women are complementary to each other and not competitors. However, this ad shows men in extremely poor light as it tries to portray men as useless simply based on one parameter. This is highly shameful especially as it comes from one of India’s respected brands.

Besides being a highly misnadric ad this also undermines Indian women, too. This shows that Indian women are so shameless that they don’t mind calling their own husbands as useless openly as this ad shows women concluding with the words “Husbands Are Useless Yaar”. I am not refuting the claim that some women may take pleasure in terming their own husbands as useless because of only one parameter when they themselves may be terrible in multiple other areas but showing that openly through ad only bring shame for India and her deteriorating family values. Indirectly this ad also instigates Indian women to come out openly to term their husbands as “Useless” simply based on one parameter. This is nothing but trying to break Indian families one more time by a corporate house simply for their own narrow gains.

When men from all walks of life protested this ad and asked the company to pull down the ad, company’s responses have been even more shameful. Company in its defense said things like –

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Asian Paints Defense on their ‘Husbands are Useless’ campaign

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Asian Paints defended their ‘Useless Husbands’ ad this way

Their replies like “the ad is a humorous take on husband’s contribution to home decor” shows that Indian men do not contribute to home decor whereas in reality it is the men who pay for everything that is needed. They hire best consultants, best interior designers (within their budget and sometimes exceeding their budget too) to give it the best look possible. More often than not women too take consultation from the painting experts or painters. It is also to be noted that all painters in India are men and we don’t find any female painters here. This shows that the ad is highly misleading for international audience too.

The company’s viewpoint that “No husbands were hurt or rendered “useless” in making of this ad” shows that company is treating men as usable commodities which is highly objectionable, too. So far we have seen women protesting women being shown as usable commodities in commercials but today this company brings in a new concept of treating men as commodities. We understand the shameful strategy of product companies that they want to make everyone a commodity to sell their own product.

Also company saying that “we assure you that the campaign has been designed in good humour” shows their terrible taste of humour which is not expected from a company like Asian Paints. They think calling husbands as useless is fun when in reality it is misandry and shows hateful taste of the company. This brings in hatred for the same people (men) who not only brings maximum profit to the company in various ways like buying their products, buying consultancy from them, working for them but also by managing the same company. The company thus created a campaign to show that husbands are useless in terms of home decor solution but forgot that their own Board of Directors consist only of all husbands who according to them are all useless. These useless husbands (on the BOD of Asian Paints) who cannot decide the home decor solution for their own homes (the company itself says so) dares to provide consultancy for home decor solution to other citizen’s homes and everyone understand how dangerous proposition is that.

These #HusbandsAreUseless –

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per #HusbandsAreUseless

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Do you believe…

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they can give you expert advice on your home decor?

In a nutshell, this ad shows poor taste of the company and sheer lack of brain in company’s marketing team as this ad completely exposes the company to people. This brings down its respect to a great extent to both men and women as it portrays Indian families in bad light and shows its women bitching about their own husbands. This campaign does not bring in humour at all but brings in a sense of rage in a shareholder like me. This shows desperation on the part of the company to prove its supremacy on something that was not needed at all. In fact by trying to show that, this company has opened the floodgates of criticism, shareholder and patron dissatisfaction and churn out of customers. No customer would like to be termed as useless by the same product company that they endorse. As a shareholder of sizable chunk of shares in the company that do not bring in comfort to me at all.

Related Articles –

  1. The “Useless”husband speaks

Funny – How these ‘Useless Husbands’ exposed themselves

Recently Asian Paints have started a highly misandric ad campaign called “Husbands are Useless.” (#HusbandAreUseless).  Their ad shows that all Indian husbands are useless and hence regarding home decor solutions people need to login to their solution and take their expert help.

When men from different strata of society protested against the misandric ad campaign on social media the company said the following –

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So the company says that Indian husbands are useless in terms of deciding home decor solution.

Now let’s see images of some of the #UselessHusbands –

The Useless Husband

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The ‘Useless Husbands’ in Asian Paints Board of Directors

If I didn’t tell you so far all of these #UselessHusbands consist 100% of the Board of Directors of Asian Paints. And there is NO woman director in the board of Asian Paints.

So this is a company whose board consists of all #UselessHusbands (remember company claims that husbands are useless in terms of deciding home decor) who can’t decide about their own home decor wants to give us advice on our home decor.

Thanks Asian Paints for this shocking revelation to us. We surely don’t want to know our home decor solution from a company that is run by only #UselessHusbands. Thanks for creating an ad campaign exposing your true self.

Related Articles –

  1. Asian Paints: When shame is multicoloured