“Join Myntra this Women’s Day and bring out your inner Macho Feminist. Make your promise to stand tall with your beloved wife, sister or mother not behind you or ahead of you but by your side. Let’s bring out the inner macho for not reasons of physical aggression, but to shed light on the need for equality among Women and Men. It’s time we break the monotony, it’s time we empower our Women.”
Mr.Bowerbird, a Myntra Fashion brand, went one step ahead this Women’s Day to identify the gender equality problem at the grass-root level. Their campaign on #MachoFeminist included an engagement with men from the lower middle class society to create and spread awareness about treating women equally through asking them to make small promises. A promise as small as helping with household chores, cooking a few meals to please her soul or even just passing a few compliments on your way out. These promises might seem light, but the weight it has on making a woman feel strong can only be seen through the shine in her eyes and the curve in her smile. The brand celebrates men standing firm beside their women and encouraging them in every sphere of life.
Macho Feminist as a concept does not reject the masculanity, it rather takes that strong force what ʻMachoʼ as an expression has, to fight for Womenʼs Rights & Equality. We met many ordinary men who are not so metropolitan and belong to day today life of lower/ lower middle class of society because awareness of ʻGender Equalityʼmostly lacking in this segment such as Truck Drivers/Farmers/ Small vendors/ Labourers etc. Explained them about womens right and equality, help them break the monotony of men driving society with some real life examples of successful women and encourage them to to start with small changes such as-educating their girl child, letting their wives contribute more in family growth and stability, respecting women in general and standing up against the domestic abuse that may take place in their neighnourhood Or anything that helps protecting womenʼs right in whatever level in their vicinity. We recorded a simple promise – statement that will make a positive change in women present in their lives.
MachoFeminist GYANESH 22 years old, works as construction worker. Married and has a girl child.
PROMISE: Gyanesh helps his wife in house-hold work and he promised to give good education to her daughter and provide her healthy food.
MachoFeminist HANUMANTHU 65 years old. Retired Farmer.
PROMISE: Hanumanthu has a son who is about to get married and he promises us that he will let her daughter-in-law work if she wishes to and will always be reasonable towards her.
MachoFeminist CHINNA 25years old, Iron clothes for people Originally from Andhra not yet married.
PROMISE: Chinna promises to respect every women he comes across and will go out of his way to stand up for any violation that takes place against women anywhere.