Brand Equity: Women Say ‘We Don’t Need No Validation’

Products have been propagated to women by harping on their simple desire to look good since time immemorial. But the advertisers’ tone of communication in their taglines and creatives is not only prescriptive but also deeply regressive. Despite the fact that women of today have evolved from being passive to now go-getters, marketers still seem to be under the impression that women are in need of constant validation of their attributes! Are women still as insecure as advertisers make them out to be? Brand Equity’s Raksha Bihani finds out the rationale behind ‘Because we're worth it’, ‘Be a lady’, ‘Are you a woman for society?’ among many others.