her limited funds prudently and managing to sneak in savings at the end of the week or month health and grooming it is safe to say that keeping fit and healthy is not a top priority for women unless there is medical attention required our woman today also seems to fight a losing battle to convince her husband about keeping fit with regular exercise so she keeps a check through the food she cooks for the family their kids health is paramount the dark side recent happenings in the country have made her resilient and have pushed her to a point where she would like to take these issues on safety very seriously her bolder persona helps her rationalise on why she needs to be more alert on the crassness of issues particularly women are subject to in our country however she takes vicarious pleasure even through her entertainment its no longer bouquets for the saas bahu sagas those seem pass now with reality shows doing the trick to win her chuckle look out marketers the core team behind the study ruta patel head strategic planning fcb ulka mumbai kavita gadkari strategic planning consultant and arthi basak general manager strategic planning interface communications share the key takeaways for the modernday marketers with amit bapna excerpts convergence of a different kind today each member of the house plays different roles and helps in making the family a success lesson brands need to recognise this changing role of both the woman and the people in her life the woman cannot be relegated to just the kitchen cleaning and mopping she plays a pivotal role in many aspects of her home and those cannot be ignored by brands working hard my way a woman wants to work in order to contribute to her family in whatever way she can and to feel selfsufficient irrespective of how big or small the work she does is for example having a tiffin service or taking up tailoring projects give her a sense of selfworth lesson advertisers continue to portray a woman in extremes she is either confined to the kitchen and her home or is the alpha woman an overachiever whose work comes first this however does not depict the reality of today husband the driving force while her husband continues to be her best friend he is now also her support system he motivates and encourages her to move ahead and do more lesson perhaps the marketers who have moved beyond ads where the focal point is making the husband happy are on to something its my life while she considers her husband to be her closest friend she also needs her personal space and time with her friends she feels no guilt in wanting some selftime and to be able to express her individuality lesson marketers must keep in mind that they are speaking to a woman who cherishes and asks for some metime she has more to her than