'Fooled By Patriarchs': IndiGo's 'Girl Power Ad' Faces Massive Backlash

New Delhi: IndiGo's latest advertisement promoting 'girl power' has sparked division among social media users, with many questioning the airline’s actual practices. The ad showcases a female flight attendant inside an aircraft, accompanied by the tagline, “Escaping patriarchy at 800 kmph” which is facing backlash.

Social media users also questioned Indigo Airlines over the parameters used in the hiring process to become an air hostess.  

The post on the social media platform X (formerly Twitter) has received nearly half a million impressions.  

A user while criticising wrote, “Lol! Air hostess is one of the most patriarchal jobs, but activism dekho (see the activism)! Air hostesses are expected to look fit, pretty, well-groomed, and attractive—ideals of beauty rooted in patriarchy, which feminists challenge. How many airlines hire obese, ungroomed, or poorly dressed women as air hostesses? Why are most air hostesses retired before turning 40? Even the role of an air hostess, tied to caregiving and service, reinforces stereotypes that women are suited for service roles.”

Another user asked, “By doing a job as an Air Hostess how is it ending Patriarchy? Air hostess jobs are one of the most regressive ones in the world."

“I'm sorry, forcing young women to wear heavy makeup and high-heeled footwear,in a job which entails being on one’s feet for long durations does NOTHING to "smash patriarchy". If anything, it's quite the opposite,” a user criticised the airline on social media platform X. 

One user mentioned that an airline could have included a woman pilot in the advertisement.“Why not a pilot? This really doesn't speak to me as a woman and not what should be sold as aspirational to young girls either.”

Meanwhile, a X user also pointed out that Akasa Air takes a more inclusive approach by hiring both men and women as cabin crew.

According to a report published in 2023, IndiGo Airlines has over 26,000 employees on its payroll, including approximately 3,700 pilots and nearly 6,400 cabin crew members.