Well, the truth is that I care two hoots for Indulekha Hair Oil, their stupid ads, and the wide-eyed chubby-cheeked teenage girls who they usually cast as epitomes of Malayalee feminine grace. All of Mallu FB world is agog with discussion about a brainless ad for the Indulekha Hair Oil, in which a fiery-looking woman whose dress-style follows the dress conventions of our Malayalee AIDWA Stars, bursts with indignation over the terrible harassment that women with long hair face on buses, how we are all forced to cut off “the hair that we have” (‘Ulla mudi’) and go about with short hair “like men” because of this horrible injustice, and finally, how we all ought to grow our hair long (and let it down, possibly) and hit back at such harassers. This stupid ad is actually only one among other stupid ads for this hair-oil which uses currently-common ideas like ‘women’s collectives’ (stree koottaimakal). All of them are jarring since the concepts they use, and what they aim at, simply don’t mix.Part of the outrage has been fueled by the fact that the ad uses as a model Sajitha Madathil, who is well-known as a feminist theatre activist in Kerala. Continue reading Forget Hair-Oil-Powered Indulekha, Remember the Muditheyyam →