Who Is Your Target Audience?

“Our culture often does portray women especially like objects. My mom would always point out everytime the cheerleaders would come on, [and say] “OK, so look, here's the story that gets told: the men get to be these heroic, skilled athletes. And the women just get to be pretty.” Just the concept of that, she wanted my brother and I to be aware of it. Because we see these images on TV, in movies and in the magazines, all the time and if we don’t just stop and think about it, it sort of seeps into your brain and becomes the way you perceive reality.” — Joseph Gordon-Levitt on ‘Ellen’ Jan 2014 (adapted).

- Meera Seth

VARUN KSHATRIYA WAS TAKEN ABACK. His 18-year-old daughter Isha’s neckline was alarming. He looked at his wife sharply and she deftly looked away, unwilling to support his hidden protest.

Varun owned Kora, a successful online store that specialised in apparel, fashion wear, shoes, costume jewellery and innerwear. In fact, Isha and her friends shopped a lot on Kora online and the t-shirt she was wearing was a product of Kora.

Deciding that right can only be right and must be administered where it belongs, he sombrely ate through breakfast and at the end of it, asked Isha to see him in his study.

There he told her in no uncertain terms that college is where we go to study and she needed to dress up decently, like a student. “As a rule, I will not have you wear clothes that reveal. Understand this is not easy for me to be saying this.” Isha apologised and went to her room where she changed and returned to the study in a manner of confirming to him that she had done as he had asked her to.

Varun looked at her and said, “You are my daughter and that means a lot to me.” 

Isha: How come then Kora Online has huge ads on my mail page with women in revealing lingerie? 

Varun (swallowing hard): That is lingerie, which has its place under clothes! Besides, that ad is for a product I sell and you are my daughter — there is a huge difference! 

Isha: But Dad, that ad is out there in public glare. It is actually inviting people to examine the looks of a person who wears the products you sell. If it was meant for wearing inside, why would that lady be pouting?

Unless Dad, you have not been shown the ads. 

Varun: Selling expensive western style innerwear is not easy; but you must study and make your life.