before MASES was formed
Before the formal movement was started, I had created a group page on Face Book to create awareness about gender discrimination & sexual exploitation in Advertisements. Through that I was joined by few People who also raised voice against few advertisements that we noticed in Tamil Channels, which was sexism based.
1. Amrutanjan Roll On - ad - http://www.dailymotion.com/video/xkm0d4_amrutanjan-roll-on-balm-ad_lifes...
titled - Amrutanjan tries to relieve pain with a Savita Bhabhi inspired ad.
This ad disseminates that Amrutanjan roll on helps getting into 'extra marital affair', the married women is shown with exposed 'cleavage', showing all gestures as if 'she is readily available' for consumption...then finds a way to cheat her husband...similary the man tries to cheat his wife...then they exchange touches....// absolute cheap male gaze...I am not opposing this ad based on morality / feminity as defined by Male World...but its about degradation done to Women's self respect....Its only the Man's world that want's a women to be 'progressive' about her body parts, show her cleavages etc., its not the interest of a Women...she has been conditioned to accept those 'ideologies' as 'Freedom', 'independence', progressive, intellect, socializing etc.,
I feel that a Women / anybody for that matter has full rights on their body...but it should be explored through their own senses, intellect & not by the preachings of the 'Capitalists' thoughts. It should not be treated as a 'product' for money making by others...especially it is based again on gender ideologies......created by Male Chauvinistic Social Values.
so I raised a voice saying: It's time for us to oppose this ad. Men should also join us to condemn these damn 'creators' for always portraying Men as 'weaker' infront of women / chasing women / falling for women / always wanting to attract women in whatever they do...ஆணாதிக்க முதலாளித்துவம் தேவையான இடத்தில் பெண் ‘கற்பை’ போற்றுகிறது அல்லது நவீனம், சிதந்திரம் என்ற பெயரில் ‘அத்துமீறலை’ போற்றுகிறது. இந்த விளம்பரம் மிகவும் ஆபாசமாக இருக்கிறது.