Guest post by SAROJINI N, ANINDITA MAJUMDAR, VEENA JOHARI AND PRIYA RANJAN

Indian motherhood is finally, officially being advertised. Recent news reports regarding the launch of the Japanese advertising conglomerate Dentsu Mama Labs in India, have left many of us working on women’s reproductive lives in a serious quandary. How does one explain the unthinking coverage that the firm has received?

This is their pitch (or ‘branding’, as the Corporation puts it):

Dentsu Mama Lab aims to be a thought leader on mothers, motherhood and mothering.

The beautifully shot launch advertisement of pregnant women in a scenic desert village in India, using Japanese products and living in evident prosperity belies the true nature of what Mama Labs is representing, or rather misrepresenting.

Continue reading Branding Mother India: Sarojini N, Anindita Majumdar, Veena Johari and Priya Ranjan →