Group 2

Gender Shift

This area was complicated, so we proceeded to talking to people, and taking their opinion on the issue of gender shift. One question that cropped up was: ‘Are we seeing a Gender Shift or the bridging of a gap between the genders?’

We looked at certain areas where these chances are more visible, such as change in occupation and professions. Re- looking at certain changes in social patterns, such as women starting to drive, acceptance of the metro sexual man etc. helped us understand the present scenario. Along with change in habits, ideals etc. a more open society has also accepted a radical change in the attire of the sexes as well as the way they carry themselves, for example women with short hair and dressed in men’s clothes etc, tattoos.

The Ad world has understood and mapped this change very well, and is targeting their audience with this new development. Having said that they still have kept the sexes apart, and love plays with stereotypes such as women are emotional while men value practicality more. Finally this shift/gap isn’t one sided but can seen on both sides on different scales.

Group 2

Convenience

According our plan of action we went to the places where we felt that we had chalked out for collecting an image data bank and deeper insight into the subject. Some of the areas/characteristics/regions we looked into were road side conveniences which included chai stalls, bidi-tambakhu stalls, pani puri stalls etc.

“Time savers”, pre-cut sugarcane, pre cooked food etc. Also the good display for easy selection and accessibility.

Then we looked at communication services where grocery shops had phone booths which gave commuters easy access to a telephone. Mobile shops, toilettes, food vending, hospital etc. grabbed our attention as they are especially handy, as they can be setup just about anywhere. Transportation is a general convenience providing mobility and freedom.

Need based convenience where people innovate to solve their problems and other small conveniences such as pockets on a shirts, folders, organizers etc. Three major areas where we sighted numerous examples of simple but effective solutions to problems we face in our daily lives, by personalizing and going the ‘jugaad’ way were: Slums, Railway stations and at times Shopping complexes.