MAM
Guest Article: Is Fem-vertising really working to sell products
Mumbai: It’s an established fact that advertising has a larger role than simply selling products. Advertising mirrors society and also encourages people to embrace change. But this change is only visible in recent times. Observe how women were portrayed in advertising a few years ago. Mostly as housewives, doing chores at home, cooking for their families and finding happiness in being appreciated for the same. Or objectified as sex symbols to gain instant attention. It’s only in recent times that advertising has taken it upon itself to change the narrative and show women in a different light. Building an inclusive world is the responsibility of everyone, and advertising plays a clear role in encouraging society to look at the world through a better set of eyes.
Femvertising is the kind of advertising strategy that employs women in a different light. Using an empowering tone of voice, these ads are breaking the norm and displaying a more progressive and gender-free world. In India specifically, these campaigns are breaking conventional ideas around gender equality, patriarchal mindsets, and other commonly held notions. A lot of these campaigns have won awards and been applauded on social media. “BreaktheBias” by Titan, “#ShareTheLoad” by Ariel, and “#MyChoice” by Vogue are just a few of the notable efforts made by advertisers. These advertisements are pitched like beacons. They fuel the conversation about how women should really be portrayed. The current wave of femvertising is riding on a woke generation’s mindset to call out societal fallacies. It is also built on the premise of wanting to promote a more authentic and real image of women and their lives.
And while these campaigns definitely get their fair share of attention, I wonder if they have a larger impact than the buzz that they create. Is this simply a brand-building tactic that creates a positive aura around the brand, or is there a real intent to change society? How do these campaigns impact the primary objective of advertising? Do they really lead to short-term and long-term sales? Or is the message too far removed from the product?
Research has shown that a lot of people who see these advertisements find them engaging and interesting. They appreciate the message being conveyed but do not necessarily support or purchase the product being advertised. Which takes one back to the basic theory of advertising. Advertising is meant to inspire and cultivate a certain kind of lifestyle. It is meant to reflect an ideal. One that everyone secretly wants. At a subconscious level, advertising generates desire. It fulfils a need or a pain that people have. In its bid to be hyper realistic, does femvertising lose out on the appeal and aspiration that advertising has traditionally been hinged on? Watching a curvaceous real body instead of an airbrushed and photoshopped one is surely endearing, but is it aspirational? Does it make me want to buy the brand to fulfil a deeper desire to become something other than myself?
Also, what about sales? I was recently caught by surprise when I saw a steel brand advertising the concept of “Nari Shakti.” While the ad was interesting and engaging, I wonder if it had any relevance to the target audience of the category? The ad was successful in building credibility for the brand, but I doubt it led to any jump in sales at all.
A lot of brands have jumped onto the bandwagon of femvertising without understanding the basics. It has become a fad that wins awards and gets viral on social media. Today it is femvertising, and tomorrow it may be another trend that advertisers will pick up on to create a buzz. However, this cannot be said for all brands. There are some noteworthy campaigns that have cleverly woven together the product and brand characteristics with the narrative of the ad. Vim’s “Nazariya Badlo, Dekho Bartano se Aage” has cleverly used the product in its storyline when a man tries to ‘help’ his prospective bride in the kitchen, while she offers to ‘help’ him back with cleaning the dishes. It’s a clear message of a balance of roles and responsibilities while also incorporating the product into the story.
Views on femvertising are mixed. A lot of critics reprimand advertising agencies for promoting this kind of advertising to win awards and to increase visibility on special days like Women’s Day or Mother’s Day. While there are several brands that use femvertising in interesting ways. I wonder if femvertising is here to stay, or is it a passing wave? Is it truly having an impact on society and changing how women are perceived, or is it simply a shallow tactic to generate more likes, shares, and buzz in the media? I’m hoping that there are more brands that create relatable and inspiring content that reflects society and also encourages change in more authentic ways.
The author of this article is Jigsaw Brand Consultants founder Rutu Mody Kamdar.
India’s early education sector is growing fast, making preschool franchises a profitable business option for new entrepreneurs. However, success depends heavily on clear budgeting and realistic financial planning in the first year. From initial setup costs to monthly expenses and expected revenue, every detail matters.
This guide breaks down the year 1 costs and explains how long it typically takes to reach break-even and start generating consistent profit.
Initial Investment Breakdown
The initial investment includes the key costs required to set up the centre and prepare it for admissions. For anyone evaluating a preschool franchise in Chennai, this breakdown helps explain where the money goes at the start and supports better financial planning during the launch stage.
Franchise Fee
The franchise fee is usually the first fixed outlay. It may include onboarding, training support, and access to the operating model. This amount should be separated from the premises budget, since it does not usually cover fit-outs, hiring, or local compliance.
Infrastructure Setup
Infrastructure setup often takes a major share of the budget. Interior work, child-safe flooring, washroom changes, classroom partitions, storage, and entry security can all affect the final figure. Costs may also vary depending on whether the property needs basic modification or a full fit-out.
Furniture & Equipment
This includes classroom seating, storage units, play materials, learning aids, outdoor play items, office furniture, and basic technology. A realistic estimate should separate essential purchases from items that can be added later, so the first-year budget stays more controlled.
Monthly Operating Costs
Monthly operating costs are the regular expenses needed to keep the centre running smoothly after launch. While reviewing the overall playgroups franchise cost, these recurring payments are important because they directly affect cash flow and the time taken to reach stable returns.
Rent
Rent is usually the most predictable recurring cost, but it can create pressure if occupancy grows slowly. A Year 1 plan should include security deposits, possible rent increases, and the risk of low enrolment in the early months.
Staff Salaries
Teacher salaries, helper wages, and administration support form the core of monthly expenditure. Payroll planning should consider the minimum staffing needed to run safely and consistently.
Utilities & Maintenance
Electricity, water, internet, cleaning supplies, repairs, sanitisation, and routine upkeep can add up throughout the year. A play school for young children must also plan for regular wear and tear. A small maintenance buffer can help cover these repeated costs.
Revenue Potential in Year 1
Revenue in the first year depends on how the centre earns from admissions and how quickly enrolment improves. A clear view of fee planning and student strength helps in understanding how soon the business may move towards operating balance.
Fee Structure
Revenue depends on how fees are structured across admission charges, tuition, activity components, and other school-related collections. It is equally important to map when payments are received, since cash flow timing can influence working capital during the first year.
Student Capacity
Student capacity plays a central role in the profit timeline. A centre may open with room for more children than it can initially enrol, so profitability often depends on how quickly seats are filled. Fixed costs begin immediately, while revenue builds gradually, which is why some centres reach monthly break-even earlier than others.
Conclusion
A good year-1 budget for a play school franchise should balance setup expenses, monthly commitments, and the likely pace of admissions. The key issue is not only the opening spend, but how long the centre can operate before enrolment supports recurring costs. When each cost item is mapped clearly, the profit timeline becomes easier to assess, and financial decisions become more measured from the outset.
