Tata Tea’s latest marketing campaign has generated a million e-signatures calling for mandatory gender sensitisation classes in Indian schools – before boys’ negative ideas approximately women can take rootThe scene is an Indian middle-lesson living room. A young girl tells her mother she is going out to play badminton with her brother. The mother,without looking up from chopping vegetables, says a firm “no” – the boy may go, and but the girl has to stay and help her in the kitchen. It’s a dialogue that can be heard in infinite permutations across millions of Indian homes every day. But this exchange forms part of a TV advert by Tata Tea,a global conglomerate whose accompanying petition urging the Indian government to beget gender sensitisation classes mandatory in schools has now collected almost 1 million signatures – the point at which Tata Tea will deliver it to the minister in charge of India’s education policy. Related: 'I won't conclude toilets': the unvarnished reality of life as a maid in India Related: 'A violence no autopsy can reveal': the deadly cost of India's campus prejudice Related: The Inequality Project: the Guardian's in-depth glimpse at our unequal world Continue reading...
Source: theguardian.com