The Pink Brigade. The Pink Jhatka. What a brilliant way to hit back at the Muthaliks of this world, who badger anyone and everyone in sight, who come in the way of their hidden agenda. But this time they have got it in face…
Created as a response to the Shri Ram Sene's violent assault on women in a pub, I was delighted to see this group has started growing in leaps and bounds and also getting contributions form all over the country.
And the method is non-violent, totally gandhiri-style. It just took a ‘big idea’ to spark off reactions.
There is nothing inferior or shameful of being a woman, and that too a modern woman. Why can’t she enjoy that cigarette or that mug of beer in the pub or even take off for that weekend break - all on her own terms.
There’s no need to be defensive or hesitant about being a woman. All of us have faced it some time or the other - a look or a passing comment that makes you cringe. And all you do is a passive action like ignoring it, or hurrying past, acting like it never happened. Turing the other cheek is by no way, the preferred way to react.
And there’s no need to go to the extreme either …burning bras, Germaine Greer etc o need to resort to anything negative.
Now we have inspiration from this episode. There’s new media and tools like blogs and communities, which creates hi impact that can help.
Yes the New Woman has actually arrived. So do not feel shy or apologetic about pink. But le us celebrate pink, let us flaunt pink. Jai ho pink.
Go positive, go PINK.
We will love to receive pink roses and Valentine messages. We will scan the horizon for that ‘Valentine moment’… And we certainly do out want to throw romance out of the window. Whether we call it love or ishk or pyaar let it zip us straight on to Cloud 9 and stay there….
And, yes, advertsiers, a new segment that has emerged, with its own demographics and psychographics. So can we now look forward to a new pink line launched by brands?
