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Molty Foam Ads' Journey Towards Empowering Women


Advertising has always been a powerful tool to shape public opinion and influence societal norms. Over the years, the narrative of Molty Foam ads has undergone a remarkable transformation. Six years ago, a Molty Foam ad depicted a woman getting married, and her father consoled her by gently patting the mattress. The slogan for the ad was "Wada saath nibhaane ka!" It concluded with an image of an adorned mattress with a bow and an array of gifts. This imagery, unfortunately, implied the concept of dowry, a prevalent societal issue.




Molty Foam has recently taken a commendable stance in a significant shift by addressing pressing social issues in its advertisements. In a recent ad, they highlighted the harsh reality many individuals face through Mahira Khan's character, who was enduring abuse from her would-be husband.

The family showed unwavering support for her decision to leave the abusive relationship, and her father particularly played a pivotal role by encouraging her to decide for herself. When her brother tried to engage in a physical confrontation and fight on her behalf, her father stopped him and told him it was her "battle" and that they would support her throughout.

By changing their focus in their advertisements, they send viewers a powerful message, encouraging empathy, understanding, and standing up against violence. This progressive approach reflects a growing advertising trend where brands leverage their influence to address social issues and promote positive change.



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I'm so bummed that I completely forgot about this ad. It truly has to be one of my favourites. I remember seeing it on Youtube and getting goosebumps, however, I really wish it got more screen-time on television, since that's what most of our public is more engaged with. I think it's so so important to commend brands that are willing to change the stance, even if it goes against what they have been showing previously. For example, moltyfoam and shaan have done a brilliant job in this matter, whereas brands like Dalda are still associating cooking with mothers. However, an equal amount of recognition should be given to the celebrity that is partaking in advertisements like these. World over,…

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Thank you for sharing this insightful blog post on the journey of Molty Foam ads towards empowering women. It is truly commendable to see how advertising can evolve and take on a more responsible role in shaping societal norms. By featuring a strong female character who chooses to leave an abusive relationship and showcasing her family's support, the ad not only raises awareness but also promotes empathy, understanding, and empowerment.

This shift in advertising narratives reflects a broader trend where brands are recognizing their influence and using it as a platform to address social issues and advocate for positive change. By leveraging their reach and messaging, brands can contribute to reshaping cultural norms and promoting a more inclusive and equitable…


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I didn't know that Molty Foam ads had gone through this transformation because, from my memory, the ads always showed a girl seeking comfort from her dowry mattress, which was always really absurd. This new ad, however, provided insight and represented an issue that is very prevalent in Pakistan but still taboo. This normalizes getting help and subverts the traditional trope of staying quite and enduring situations as extreme as domestic violence.

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I was a little skeptical when I first started reading this blog because, for as long as I can remember, the mattress and its ad has been tied to the concept of a daughter leaving her house because of marriage. But then I saw the ad, and I just wanted to thank you for bringing it to light. It really was nice to see this change, especially in the way it portrayed such familiar ideas of "log kia kahaingay", and to break out of that cycle. Though, one does hope that for the future, their marketing strategy be something completely out of the bounds of marriage. A shift in discourse is very necessary to break this prevailing connection, as though…

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