All India Democratic Women's Association
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The All India Democratic Women's Association (AIDWA) (in Hindi: अखिल भारतीय जनवादी महिला समिति) is the women's wing of the Communist Party of India (Marxist).
Pappa Umanath founded the Democratic Women's Association in Tamil Nadu in 1973, working for women's rights and for their education, employment and status, along with issues like casteism, communalism, child rights and disaster aid. Several other affiliated State-based organisations developed, and the unified All India Democratic Women's Association (AIDWA) was established in 1981.
AIDWA has an annual membership fee of one rupee, which allows it policy-independence from donor agencies and government. In 2007, it had over 10 million members, spread across 23 states.
Subtle cultural norms can be easily transgressed. In 2002, widespread protests forced Hindustan Unilever Limited. (the Indian subsidiary of London-based Unilever) to cancel a television ad campaign for its fairness cream because of its portrayal of women. The campaign was built around the theme of a father lamenting "If only I had a son" while showing his problem: a dark-skinned, unattractive daughter. She uses the Fair & Lovely cream and has become a gorgeous light-skinned beauty. Clad in a stylish miniskirt, she is a successful airline flight attendant and takes her father to dine at a five-star hotel. AIDWA lodged a complaint with the National Human Rights Commission in New Delhi. It argued endorsing the traditional preference for sons strengthens gender discrimination, which is a major problem in India. Furthermore, said AIDWA, the ad perpetuated a culture of discrimination in a society where "fair skin" is synonymous with "beautiful." The government's Ministry of Information and Broadcast sided with AIDWA and directed stations not to air the ads because they violated the Cable and Television Networks Act of 1995 which states that no advertisement shall be permitted which "derides any race, caste, color, creed and nationality" and furthermore states that, "Women must not be portrayed in a manner that emphasizes passive, submissive qualities and encourages them to play a subordinate secondary role in the family and society." The minister told Parliament that if broadcasters do not regulate ad content the government will be forced to do so. The Mumbai-based Advertising Standards Council of India (ASCI), a body of advertisers and media agencies, insisted that it should do the regulating not the government. ASCI had already told Hindustan Lever that its ad campaign was offensive and it was ended.
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