SUPPORT or HELP : Is there a difference?

By Amit

Source: Screenshots from https://youtu.be/5mqDmdKl3IU

It is important to know the difference between supporting and helping someone as we often get confused. Supporting someone gives the other person the freedom to make their own decisions, rather it empowers them. But helping mostly includes getting into the person’s personal space of the individual that doesn't lead to the desired result.

Today we will be chatting on a commercial of Bajaj Allianz Life which redeemed the hashtag #ProtectionSeZydaSupport (the literal English translation is “Support more than Protection). Definitely a lovely messaging for a life insurance commercial !

The commercial ad (https://youtu.be/5mqDmdKl3IU) starts with the onset of rakhi feast. In most parts of India, this festival celebrates the relationship of a sister and a brother. Traditionally, a sister ties a rakhi around the wrist of her brother; praying for his prosperity, health and well-being. In return, the brother offers gifts and promises to protect his sister from any harm.

Here, it tries to show us the difference between supporting and helping, by portraying the beautiful but often stereotyped relationships of a brother and a sister. It has taken a leap from helping/ protecting to supporting the sister boosting the Rakhi celebration. As mostly the womxn are stereotypically shown as weak, dependent and to be protected in commercials.

Acknowledging a womxn’s dream, being supportive of it without interfering in her choices, not doubting her capability to take care of herself financially and socially is a step in the right direction. The idea that womxn can ‘plan and go’ on solo trips is still something that is hard for many to accept. Because it's not just going alone, it's not that people are only concerned about safety.

The idea of going out alone also signifies independence, crossing the authority hurdle, realising one's power to 'be', doesn't have to adjust or adapt to the needs of others, queen of her own choices are just some of the feelings that one gets and that shakes the patriarchy at its base.

Breaking that notion, just like the brother tries to remind his parents of their socially unacceptable marriage during their youth is an effort towards making people introspect, unlearn and learn new positive and unbiased habits. As a brother we have always been expected to take up the role of the man of the house and continue the tradition aka patriarchy in the family.

Just like in this commercial, it's time we take a step back and reassess our position. Do we need to push the womxn down and treat them as secondary, keep acting as the protectors? Or can we be supporters and believe in the womxn of the house and let them find their own path and create their own destiny.

The mentioned commercial is a step in the right direction however certain stereotyping however subtle can never be missed. The womxn bringing in the tea, while the ‘man’ of the house reads the newspaper while sitting at the center of the table (reserved for the master of the house) are some things no matter how subtle needs to be pointed out. It's time to reassess our roles in the family.

Commercials have a huge impact on what the society perceives as right and wrong; therefore it has a responsibility. All the genders have proven they are equally capable in their fields but the stereotyping of gender roles hasn’t ended and that is a big hurdle in the paths of many womxn and children who have aspirations just like any man does.

Therefore making truthful, honest depictions and representation of womxn a crucial responsibility. We are optimistic about the commercials’ messaging to the fellow audience. We hope the wheel will start spinning soon.

#CommercialsForChange #SmashPatriarchy

By Amit