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There was this ad on an FM radio channel that claims to represent the youth and is 'modern'. The ad was an invitation to a home needs exhibition that the channel was hosting in Chennai.

The ad went something like this: It told women to make delicious murukku and seedai to please their husbands on Krishna Jayanti day. The woman announcer enlightened the women listeners that it would then be easy to get the well-stuffed and happy husband to take them to the exhibition and buy whatever they fancied.

Is the way to a man's heart still through his stomach? And is it only the man who holds the purse strings any more? We listeners thought that was gone with the Old Stone Age. What is that idea doing in a modern-day FM channel?

Also, there are many households where it is the man who makes the murukku and the woman who decides what to buy at an exhibition. Just to refresh the memory of the FM channel, even in classical times Nala and Bhima were great cooks.

When women models sell anything from cigarettes that they don't smoke (generally speaking), bikes that they don't ride and shaving cream that they don't use, the channel is stereotyping women by locking them up in kitchens and that too without purses that they have no control over!

The ad was neither 'hot' nor 'cool', machi.

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