'A girl who is supposed to be the homemaker, is the girl who will now defend our homes' is what Indian Air Force aims to achieve through their new ad film 'Ek ladki hoon main' which translates to 'I am a girl' in English.
The film seeks to empower women and enlighten, or rather portray to the world, what women are capable of. The advertisement is part of a larger campaign titled 'A Cut Above.'
IAF has broken the norms by featuring India's first batch of women fighter pilots. IAF, by championing equality in the skies, has tried to overcome the prevalent gender stereotype.
This step taken by IAF is definitely headed in the right direction, considering the fact that India recorded the lowest female labour force participation rate in 2016. A joint industry chamber Assocham-Thought Arbitrage Research study showed that the participation of Indian women in the workforce fell 10% in the past decade.
The campaign, by Grey, proudly boasts the achievement of its first women fighter pilots, and also sparks a conversation around the preconceived notions that many in society have about the role and place of a woman. It also aims to encourage women to step out of their houses and become independent, not only to dream but also to achieve their goals in life.