Platinum Days of Love: breaking stereotypes


Advertisement is a "non-personal message to promote products," making it look desirable, convincing the viewers of the product's qualities and functions, as a solution to different problems, creating the need of it in the viewer's life. It has played a fair share in reasserting stereotypes and traditionally followed ideas.

Stereotypical representations have been always used in advertisements; it is easier to comprehend, as the viewers are already exposed to it. With the dawn of a new era of generation, which is working towards liberation from the age-old norms, it is also necessary to work on the levels of its taste. Platinum Days of Love, a flagship programme of Platinum Guild International, thus breaks stereotypes, in its #EqualsInLove and #RiseInLove campaign.

The modern nuclear family is all about equality, individuality and acceptance. Platinum Days of Love, presents situations in couples' life, were they take decisions as equal individuals, with respect for each other.

Moving away from the patriarchal conditioning, a couple on finding an amazing apartment to stay in, the husband cringes at the rent as the wife says, "Aadha (half of the) rent you'll pay. aur aadha main." The idea of the husband being the breadwinner and therefore the sole provider is rewritten, to show the importance of both the partners and the equal role they play financially.

There is also a breaking down of gender roles. Proposals are always romantic. Men, on their knees, asking, "Will you marry me ?" might also be something they wished to be asked, too. Platinum Days Of Love, presents this in a "roles reversed" manner, as the girl goes on her knees asking "Will you?" and later on, the conversation ending as “We won”. And who said women can't be the only earning members in the family as their husband decide to stay at home and work?

Here, is a husband who wishes to be a stay-at-home-husband, rather than "work," as is expected of men in general.

The idea of a husband as someone higher than his wife in marriage is torn down. The couples are presented as "one," "equally" taking part in their share. In one of the advertisements, the wife buys the platinum love bands as a gift for her husband. She pays for it saying, "Tumhara (it is your) promotion hai na... I'll get this."

Individuality is something that is lost along the way in marriage, as partners sacrifice one's dreams for the other. But Platinum Days of Love exhorts couples to "Rise in love," through the advertisement in which, the wife is promoted, despite the "equivalent efforts" put in by the couple. She fears the situations that may arise, as she becomes his boss and its effect on marriage. However, we are presented with a husband who is happy about his wife's promotion as he says, "This is what I have always wanted for you”, “because you don't just fall in love, you rise in love."

There is also a subtle highlight on empowering women as husbands let their wives be, going after what they want in life.

Platinum Days of Love has played its role in keeping up with the youthful spirit. "Modern couples do not look at themselves through gender-defined roles and responsibilities… equality is a very valid & important value amidst them. It's part of what can make the love you share rare" and "Modern couples today want to experience a love that not only helps them grow but also flourish. A love that doesn't dwarf individual aspiration and ability rather elevates you to accomplish more in life – and that's a rare kind of love," says, Sujala Martis, director of Consumer Marketing, Platinum Guild International.

It is necessary to break stereotypes that still lingers around and there is no better way to do it, other than rewriting anything that reasserts them.

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