Asian Paints trying to break female stereotyping in India

With Sania Mirza battling Rajdeep Sardesai's "sexist" remark it shows how no one is spared of female stereotyping. Even successful women like Sania or Aishwarya have had to undergo these questions on "settling down" and "motherhood."

No matter how skilled or talented a woman is, Indian perspective of her married role will always be subjected to her "managing" home and "work-life" well. Earlier this year Ariel #ShareTheLoad campaign tried to demystify the notion of 'superwoman'. Now it is Asian Paints, sharing with us a real story of Saroj, who leads the team of first female "design" applicators from their Asian Paints Colour school.

The video talks about "kaam-kaaji" females and how the woman wants to do it all but, each at her own time. It manages to raise a lot of questions on the role of a woman in a middle-class household. The five-minute short film explains the fears, taboos and debate surrounding gender, and occupation.

In a very simple way it tries to show you how no job, role or hobby is restricted to a particular gender. For example, a woman can do a lot more than being a beautician and men need beauty services, as much as women, perhaps more than them.

Saroj's story connects you to so many "real" woman of the country. It tells you how we are "stepping" out of the given "constructs" and trying new things. How specialisation in a "skill" can impart confidence and independence to an individual. It stresses on the need of vocational training, the reason behind partnering with NSDC and Skill India.

The film has gone viral and has already got 303,316 views on youtube.

Kudos to the Asian paints team! Do watch the video.