Tuesday, September 28, 2021

Now A Dishwasher Is Said To Be Like A Mom, What Next?

 My article on Women's Web -

Shame on the IFB dishwasher ad for stereotyping mothers! I love my children and do take care of them, but that doesn’t mean I have to be ‘dutiful’ all the time.

At times I wonder why we women have to fight for equality. Isn’t it because we were indoctrinated and conditioned for centuries to feel and think we are inferior? Slowly but steadily, this inferiority of women was accepted by everyone, until few of them woke up.

This conditioning of women goes on sneakily in the background, without many of us even realizing it.

Let us not even think of Bollywood, which made all moms who sacrificed themselves the good ones and those who wanted happiness or pursue a career, villains. Things are changing on the Bollywood front a bit, but we still have a far way to go.

But are we in the 21st century progressive enough to realize that a ‘mother’ is not a martyr like species but just any other human being?

My thoughts were triggered by the IFB dishwasher ad where they say that their dishwashers function like a Mother.

Mothers are extraordinary individuals. They don’t settle, they don’t stop, they strive against all odds to deliver what’s best for their loved ones. We, at IFB, don’t just salute their incredible strength and sincerity but also ensure that we function with the same fundamentals. IFB Dishwashers are designed to take care of every little detail, just like a mother. And care is not just a word for us. From providing deep cleaning to hygienic steam drying, 70°C hot wash to built-in water softener, anti-bacterial filter to specially formulated detergents, adjustable baskets to flexible load options; we bring the best of care to you.

This IFB dishwasher ad needs some re-thinking

When the ad cropped up on my game page, I was playing, ignoring everyone around, including my special needs daughter, and I did not have a proper response to it.

Many tell me I am too old to play games like children. Are they kidding me? I am only 55!

Some prod me to cook healthy meals everyday telling me it is my duty. There is a list of chores everyone had for me, but I decided to ignore them, unless I feel like doing them.

WHY must I be pressured into being a ‘good’ mom?

This AD from IFB was shoved in my face, right when I was not being the person they were describing. I felt it was trying to pressurize me into a role it had carved for me. The pressure is not new. My family did a good job of it, pressuring me to be a good mom, though I never felt the pressure to be a good daughter.

Why do people create this image of a mother whose sole purpose in life is to take care of everyone other than herself? What happens to those who do not want to fit into the norm? I love my children and do take care of them, but that doesn’t mean I cannot enjoy myself by doing what I like to do, like writing this article here.

For generations, these subtle messages have influenced many minds. Even me, but it took a lot of experiences for me to step out of the stereotypical roles of Wife, Mother, daughter-in-law, mother-in-law and many more. I don’t care who thinks I am a good person or bad person anymore, as long as I am out of legal crimes for which I can be arrested.

Dear IFB, I would say that your dishwasher needs a better description, you cannot say just like mother. That is not only stereotyping but also demeaning a relationship, which means a lot more. Hope they are listening.


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