My New Job as a Wife
Click on this to see the news page from where this photo comes from.

Toyota roped in Aamir to endorse the new advertisement campaign based on the fact that we play many roles. The core idea of the campaign is that we play different roles and so does the Innova (check the link above for more on this). In a sense it goes against the essentialist doctrine of marketing that seems to think that products have to belong to ONE category exclusively. I am sure Wittgenstein would have a thing or two to say about that! After all, he did propose that boundaries are fuzzy and that things that belong to one category can belong to others too. Eg. There are chairs to sit on and there are tables to put things on. There are also many pieces that could be used as either table or a stool for sitting on, depending on the need of the hour (this example is mine, and may not be found in his own writings).
I have taken up a role that I always wanted to do. To be a wife. No, that doesn't mean that I do that exclusively. For decades women worried whether taking a job would mean compromising on their primary job, looking after the family. These days they have found ways around the problem. In many families the wife brings home less pay than the husband, but they feel they can do justice to both roles. While the husband focuses on putting bread on the table, the wife focuses on the other nurturing roles. This may mean adjustments, like having to come home early. Or as is the case in the women's compartments in Bombay...cutting vegetables on the train as they commute home everyday.
There are some of us who believe that gender is a matter of chormosomes. But those who study "gender roles" would suggest that a good part of what we think to be biological is purely social convention. During my undergraduate days, I opposed the concept of a "maternal drive" when it was discussed in class. The best words I can remember comes from the movie Kramer Vs. Kramer when Dustin Hoffman asks the court: What makes a mother, the better parent by virtue of her sex? (quoted from memory, not verified).
I think the nurturing role is a great one. Sure when I run a house it won't be exactly the way that she runs it. Thats the beginning of the turf wars. Since this switch in roles is hard to do, turf wars are inevitable.....and to be quite honest, it's fun too!






