The Reluctant Mother: A Study of ʻMotherhoodʻ as a Tool of Patriarchy in Bollywood Films
The Reluctant Mother: A Study of ʻMotherhoodʻ as a Tool of Patriarchy in Bollywood Films

Summary/Abstract: A 2021 advertisement by Preganews, a pregnancy toolkit, celebrating upcoming Women’s Day, has attracted public attention for its sensitive portrayal of infertility in women. The advertisement portrays a joint family where the younger daughter-in-law is being pampered by everyone as she is heavily pregnant. But the elder daughter-in-law who is an accomplished teacher is wistfully sighing at the attention lavished upon the younger one. The camera pans through the awards and certificates that she has obtained through her outstanding accomplishments. The background narration identifies her as unhappy because she is incapable of conceiving a child. The advertisement ends with a message emphasising the need to “embrace those women who are complete” in themselves. Behind this embracing message, therein lies a sinister implication that normalises motherhood as an obvious phenomenon of adult female life and portrays childlessness as some form of disability or deformity that needs compassionate understanding.

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