Unilever to unstereotype: Sexist ‘Axe effect’ ads to disappear

New Delhi: Finally, we’ll get to see an 'Axe' advert where women aren't just lusting for the users of the deodorant. Instead, we’ll see a genuine connection between two equals. Yes! Unilever's ads aren't going to reflect women as just eye candies anymore for its brand marketing. This decision came ahead of a research conducted by the company that indicated that only 3% of all ads portray women as intelligent.  Such results are upsetting given that women have been at par with men (sometimes even out shined them) in almost all fields of life for a long time now. Yet our advertising industry continues to ignore the positive changes that have come about in the Indian Society. Under such circumstances, with the launch of a campaign like 'unstereotype' launched by Unilever, the second biggest advertising industry and the owner of brands like 'Dove' and 'Axe', women may finally be perceived as individual personalities and not as mere commodities. A change in the attitudes cannot obviously come instantly but such initiatives are one step closer to a society where women aren't objectified. Unilever's effort to put an end to gender biases should prompt other big companies who have got the power and the money, to break social norms as well. The new Axe advertisement 'find your magic' will soon be on screens and we can't wait to watch it!