It's a PR exercise that went spectacularly wrong. A video produced by the Vogue India fashion glossy featuring Bollywood actress Deepika Padukone that purported to advance the cause of women's empowerment has been received an all-around pummelling since it was released on Saturday. It elicited a spate of articles that picked through the contradictions in its message, and was roundly criticised on social media.
Some said that the individualistic message failed to portray men and women as equal partners, and that some of the statements made in the video would sound absurdly chauvinistic if they had been made by men.
To reiterate that, Brat House Films even produced an alternative video taking exception to the idea in the Vogue clip that adultery is empowering. Presenting a male point of view, the video drives home the contention that choice is a privilege and that it has consequences.
Other social media users noted that the original My Choice message was actually contained in a song from Govinda film Gambler, made in 1997.
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I may be in the minority, but the new #Vogue video featuring #DeepikaPadukone is nothing but a marketing gimmick. Holes in the message
— Japan Vyas (@japanvyas) March 30, 2015The new Deepika Padukone 'My Choice' video. With sound: Seriously tacky. On mute: Shampoo ad.
— Shiv Aroor (@ShivAroor) March 30, 2015Some said that the individualistic message failed to portray men and women as equal partners, and that some of the statements made in the video would sound absurdly chauvinistic if they had been made by men.
"My pleasure may be your pain, my music, your noise. My Choice!" What would you think of a man proudly saying this on video? #MyChoice
— Be'havin! (@WrongDoc) March 30, 2015To reiterate that, Brat House Films even produced an alternative video taking exception to the idea in the Vogue clip that adultery is empowering. Presenting a male point of view, the video drives home the contention that choice is a privilege and that it has consequences.
Other social media users noted that the original My Choice message was actually contained in a song from Govinda film Gambler, made in 1997.