Ad Nut
May 2, 2017

Indian Air Force straps into gender-equality cause

Recruitment film by Grey Group India makes case that patriotism is not gender-specific.

The film above, titled 'I am a girl', contrasts a series of reprehensibly sexist phrases with scenes of things getting blown up and shots of India's first female fighter pilots—looking like the badasses they undoubtedly are. 

So is the Indian Air Force truly as interested in exploding stereotypes as it is in obliterating enemy positions?

Your position on that will probably vary depending on your feelings about military force and the position of women in society. A cynical creature could say that wrapping a recruitment message in a veneer of gender equality is clever but calculated. On the other hand, the Indian Air Force has actually just minted what it calls its first class of female fighter pilots, so it seems committed to change. 

Ad Nut suspects the recruitment of women has more to do with a general lack of recruits than it does with any deeply held desire to fight for equality. But if men can volunteer to serve and possibly die for their countries, then certainly women ought to be able to as well. And if the process convinces any slow-on-the-uptake sexists that women can do anything they damn well please, all the better.

Previously in military recruitment

CREDITS

Creative team:
Sahil Mehta
Zishan Mohammed
Manoj Tapadia
Harshvardhan Sharma
Gurdev Singh
Arjun Bhimwal
Rajesh Kumar
Bhavya Goel
Gautam Bhasin
Piyush Jain
Varun Goswami
Sandipan Bhattacharyya

Account management:
Ketan Desai
Pulak Bhattacharya
Vishal Pant

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