IndiGo Faces Criticism Over ‘Girl Power’ Ad: Hypocrisy in Beauty Standards Exposed

IndiGo is currently facing significant backlash over its latest advertisement promoting “girl power,” with many accusing the airline of hypocrisy and disconnection between its messaging and actual practices. The ad features a female flight attendant inside an aircraft with the tagline, “Escaping patriarchy at 800 kmph,” a statement that stirred strong reactions across social media.

Many users were quick to point out that IndiGo’s policy of employing only female cabin crew members doesn’t challenge patriarchy as the airline suggests. Instead, critics argued that this policy is more likely tied to practical reasons, such as reducing fuel costs, as women typically weigh less than men. One user expressed frustration, saying, “Yes, escaping patriarchy by posting a job profile (air hostess) where said job is strictly reserved for females along with certain weight and beauty standards + the said employees (females) are implicitly forced to put on heaps of make-up to appeal to the male passengers.”

I'm sorry,forcing young women to wear heavy makeup& 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.
Ridiculous of #Indigo to gaslight women by calling this "girl power"😐 pic.twitter.com/UbK7Wj9Lcr

— bithika (@bithika11) September 19, 2024

The ad was initially shared by Adithya Venkatesan, who praised IndiGo for it. However, his enthusiasm for the campaign was met with widespread criticism, with many calling out the airline’s unrealistic expectations placed on its female employees. “Forcing young women to wear heavy makeup & high heeled footwear, in a job which entails being on one’s feet for long durations does NOTHING to ‘smash patriarchy,'” commented a user, pointing to the demanding physical appearance standards that female flight attendants must meet.

Another social media post sarcastically stated, “Nothing screams escaping patriarchy louder than when – You clean toilets, serve food, handle tantrums for little pay while maintaining specific appearance for strangers over family.” Such comments reflect a common frustration that while the airline promotes a progressive image, its actual policies seem to reinforce traditional gender roles rather than challenge them.

IndiGo’s strict beauty and weight standards for female crew members have been a long-standing issue, with many drawing attention to the fact that these rules cater to the male gaze rather than ensuring equality. Another critic added, “Dressing up in uncomfortable clothes and tons of makeup to cater to male gaze is serving patriarchy at 800 kmph.”

IndiGo’s strict beauty and weight standards for female crew members have been a long-standing issue, with many drawing attention to the fact that these rules cater to the male gaze rather than ensuring equality. Another critic added, “Dressing up in uncomfortable clothes and tons of makeup to cater to male gaze is serving patriarchy at 800 kmph.”

Unsure about how a role for women-only is deemed escaping the patriachy. Seems to be reinforcing it more. Pandering to the 'woke' audience would feel a better title.

— Rohit Gupta (@Rohitintheflesh) September 18, 2024

Some users also highlighted how other airlines like Akasa Air employ both men and women in their cabin crew, prioritizing comfort and inclusivity over rigid beauty standards. IndiGo’s attempt to project a message of female empowerment through their ad, many argued, only served to mask these deeper issues.