Taking responsibility for improving (?) men’s sex lives empowers women?

Sure, just like the goal of ‘Getting Married and Staying Married’ empowers women.

Just how does being a virgin, feeling like a virgin, pretending to be a virgin, having no social life so they remain virgins, being married as kids so their husbands are not deprived of virgins, being honor-killed for not staying virgins, empower women?

Like the vagina whitening cream ad, 18 again ad also implies that women’s chances of improving their spouse’s sex lives improve with this product. What about women’s sex lives? But women are not sexual beings, the only reason why they must work on their various body parts is to ensure happier husbands who might otherwise ‘stray’.

And if virginity empowers women, then women in a country where women’s safety, life and happiness is valued less than their virginity, should be really empowered?

No wonder women’s commissions and Indian society in general seem so concerned about women being ‘mislead’ into losing their virginity or ‘misleading’ men into robbing them of their virginity.

Now supposing they were trying to empower women to work at having better sex lives, then how does lack of experience (real or chemically or surgically induced) make sex better for women?

Do you think this ad empowers women in anyway? How?

I agree with this comment on the You Tube video

Also please come up with innovatives ideas for Hymenoplasty. You can put, say, do Cheap Hymenoplasty and two bottles of ’18 again’ free! lol.. What ever, I love this typical B-grade Advt. ha ha…

Related Posts:

Tightey-whitey vaginas: The boys are depending on us

Here’s why I think the society should not obsess over a woman’s virginity.

Gird Your Loins – Aarti Sethi, Kafila

Denying sex to spouse on first night ground for marriage annulment: Delhi high court

63 thoughts on “Taking responsibility for improving (?) men’s sex lives empowers women?

  1. I did a blog post on this too. And the manufacturers contacted me on Twitter, insisting that it was a health product. 2500/- for a health product was reasonable as far as I could make out, 2500/- per pack to make me feel virginal … well I did not think it was worth it and told them so LOL. What is the world coming to?

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    • Why would anyone WANT to feel virginal? And WHY would a man want their partner to feel that way? I’ve been married nearly a decade now, and this notion is still incomprehensible to me.

      Virgin sex is usually terrible. It may be very romantic, of course, but I cannot imagine why someone would want to recreate the physical experience.

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      • See, I know she sings about ‘feeling like a virgin’ , but I think they were going for virginity as a function of youth , rather than of sexual inexperience. The product is called 18again – seems like an anti-aging concoction for your down-there bits, something that restores you to pre-husband, pre-children days.
        Of course this explanation is also very problematic.
        But slightly less than the ‘untouched by any other’ one.

        Also, I found the inclusion of the family in the ad downright stupid.

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        • Yes it is poor advertising- primarily because no woman would want to be young and tight to enhance her pleasure- she may want it to only please her partner, or her partner may want it for her. Positioning it as ’empowering’ or ‘pleasurable’ to her is daft at best and insulting at worst.

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    • Perhaps the use of the word “virginal” is what’s putting people off. They should have just advertised it as a product that improves sexual pleasure for women and men.

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      • They should not have sold it as a product that empowers women in any way.
        Women are under pressure to be perfect wives in countless ways, socially women are also held responsible for ensuring the husbands do not stray. How does this product empower women or benefit women in anyway?

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        • Well it’s a TV ad. Since when have TV ads been expected to be morally and socially conformant?

          This is a pervasive refrain, comprised of a bad argument framed ambiguously with an added straw man. Let me try and point out why that comment is irrelevant to the discussion.

          First, no one is expecting or demanding moral and/or social conformity (whatever that even means in a population that is pretty much as diverse as populations come).

          Second, there are two senses of the term ‘expectation’. An expectation can be an enforceable obligation (as in, you are expected to follow traffic rules), but it can also be an expression of subjective, ideally ‘correct’ behavior or actions (you are expected to gift people something nice on their birthday).You must follow the first, but you do not necessarily have to follow the second. While TV ads are not expected to be ethical or non-patriarchal or whatever in any strictly legal manner, a lot of us do have that personal expectation, in the sense that we’d WANT ads to be a certain way and we do not like it when they are not.

          This blog post is not about enforceable expectations, it’s about personal disapproval. Even if I already expect TV ads to be stupid and sexist, that does not preclude me from being annoyed by a stupid and sexist ad and then going to a public forum and telling everyone that they are stupid and sexist, and starting a discussion about the fact that they are stupid and sexist.

          I don’t expect everyone to be kind and courteous to me, but rude people do annoy me, and that is reflected in my future interactions with them.

          I don’t expect that everyone on my staff will be a stellar worker, but I’ll mark them accordingly on their reports.

          Just because my experience tells me things are probably going to be a certain (unpleasant) way does not mean I have to be happy with that way.

          You have freedom of action, but not freedom from consequence.

          Cynicism does not preclude dissatisfaction, and I’ll certainly complain where I can if I see an advertisement which annoys me.

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      • Agree. The whole jingle and the tagline is based around a return to virginity- but not the product! Wonder if some ‘survey’ pointed to the fact that Indian men wished their wives to be as ‘youthful’ as they were the first time around?
        Because most women, I think , have better things to wish for in bed.

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  2. Loads of such Ads cashing in on insecurities related to sexual life…both amongst men as well as women. I have seen some about “Ling Vardhak Yantra”.the penis enlargement “machine” ..they thrive on the gullible.
    Incidentally, any comments on HOW such ads are permitted in the first place!

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  3. Dear god. Just when I begin to think I’ve seen everything…

    18 Again’, a vaginal rejuvenation & tightening gel is redefining the term women empowerment It is a powerful and natural answer to intimate feminine concerns. A remarkable product to empower the new age women. Visit http://www.18again.com for more information.

    Vaginal tightening = women’s empowerment. HA HA HA. Not.

    Really shaking my head out here.

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  4. I think the ad is targeted towards men, not women. Now before anyone starts throwing things at me, let me explain.

    A Rs 2500 worth cream that tightens vaginas? No self-respecting woman in her right mind is going to buy it. Tight vaginas don’t give more pleasure to women. The pleasure is all the male’s. Real or imagined. Heard of vaginismus? Constricting of the vagina on intercourse. A highly painful and frustrating condition for women. For men? Merely frustrating, no pain. Why would a woman who has reached a level of comfort with her vagina want to use something to tighten it? The man, now, certainly, he would want to pay that much money to get his wife’s/partner’s vagina tightened!

    Ridiculous!

    Also read this post on Womensweb by Aparna. http://www.womensweb.in/2012/08/feel-like-a-virgin-vaginal-tightening/

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    • Please do not cast your own opinions on women’s sexual preferences as a general rule, followed by all women. My wife, after child birth starting complaining that I have become shorter and should do something about it. After many complaints, I had to politely hint that it is not me who has gone any physical change after child birth.

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    • Not sure about that. Some women stop enjoying sex after multiple pregnancies, so this product (if it works) will certainly improve their sexual experience. Of course, it probably does not work for everybody that way.

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      • I’m expecting a lot of thumbs-downs for this comment. Surely one from the gentleman B.

        That, Nish, would probably be a function of hormonal changes, social perceptions, fatigue, and many other factors. No, I don’t agree that a tight vagina has much to do with a woman’s enjoyment of sex. It has a lot to do with a man’s enjoyment. The word ‘virginal’ gives away what is expected of the woman. The expectations, of course, are from the man. How, pray, does that ’empower her’?

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    • I’ve had two babies one after another. I definitely think my vagina is not as tight as before and I also think it does affect how I enjoy sex as much as it affects my partner (who is not complaining). Vaginismus mentioned above is a very extreme thing; normally a woman’s vagina would contract during intercourse. And after birth, women are advised to do kegel exercises to tighten everything down there – yes, to prevent incontinence but it also helps restore the tightness of the vagina. So if a cream does help why are we outraged about it in and of itself. This whole discussion about how no woman in her right mind would want to tighten her vagina is frustrating. Yes, I personally wouldn’t be buying the cream… and I’ve been lazy about doing kegels too… but there might be women out there who would want to (for their own pleasure, or someone else’s) and let’s not shame them in the process of criticising the ad (which I haven’t watched).

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        • I’m not reacting to the video IHM. I’m sure that it is as retrograde as all of you have said and so I have no interest in viewing it.

          I’m objecting to comments on the usefulness of the product itself and suggestions that no woman would have need for it.

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      • There are two different discussions:
        One-the ad & the video
        The ad disgusts me for one main reason – the whole family being involved in this among others. Isn’t vagina tightening and/or whitening between husband and wife?
        Two-the product, its effectiveness and how it supposedly empowers women.
        The product, IMO is bogus for many reasons: Why is a “white” vagina better? Like so many here pointed, how exactly is a woman empowered by using the product? Claiming these creams are better or even comparable to Kegels is akin to claiming diet pills are better than exercise. They are marketing ploys playing on women’s insecurities. It wouldn’t be surprising that women out there didn’t know what Kegels meant and even the ones that know take the easy way out in times of desperation.

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        • @Sowmya

          As you rightly pointed out, there are two different discussions. How the product is advertised and the product itself. I agree the ad is pretty ridiculous.

          I would say that promising empowerment is part of the advertising strategy. Whether something empowers or not is very subjective. Advertising it as a product that empowers, which I noticed is not actually mentioned in this particular ad, but in the last point on their website, was stupid of them because it is bound to be contentious.

          Now the product itself. You say it is “bogus” because:
          1. “Why is a white vagina better” This product does not claim to whiten the vagina. That is an entirely different product (which if we want to get even more technical doesnt claim to whiten the vagina but the “parts” thereabouts). This product claims to tighten the vagina.
          2. “How exactly is a woman empowered by using this product” See above.
          3. “Claiming these creams are better or even comparable to Kegels is akin to claiming diet pills are better than exercise.” Who claimed that though? Not the advertiser. Not me. So if it doesnt claim to be better or equivalent to kegels, then would it not be “bogus”?

          The rest of your comment was breathtakingly patronising.
          “It wouldn’t be surprising that women out there didn’t know what Kegels meant” Forget the women out there. It appears that even the women out here didnt know going by the comments. Not only did they apparently not know that Kegels exist, they did not even know that the vagina loosens and stretches after childbirth and that this might affect sexual pleasure for some women (forget men, ). Let us disregard the comments and opinions of all these women at once due to their ignorance.

          “and even the ones that know take the easy way out in times of desperation.” Heaven forbid anyone take the easy way out. That would definitely be a problem.

          You know what also sounds like a bogus product? Viagra. It certainly has been the butt of many jokes. But it has also helped a lot of men. Oh but wait, there was no exercise men could do for that particular problem, so they’re excused. Of course, if there’s an exercise then no shortcuts must be taken. Women, exercise your vaginas immediately, in out, in out. Or forever hold you peace.

          A good objection to this product is if it is medically unsafe. It claims to have fda approved ingredients. Do you have any information that that’s not so?

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        • Let me point out something; the way a product is advertised is very important in deciding how it will be received,

          People rarely disapprove of products in and of themselves; disapproval is usually directed at products because they are presented a certain way and/or are perceived to promote a certain (unpalatable) cliche,

          My wife put off buying a particular make of car recently because one of the company’s adverts for used cars displayed a seductive model saying ‘You know you’re not the first’. She doesn’t like the company, not because it makes bad cars but because she’s disgusted by its brand values.

          That may be an unusually strong reaction, but the point I’m making is, values are everything. Each product stands for something, and what 18again stands for is something that is repellent to me, even though I am male and will never have the slightest need to use it.

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        • @Praveen

          You are probably right that many people make judgement about products based on the way they are advertised (that is the power of advertising). But we come here claiming to be critical readers so we should be able to make the distinction between the product and the way it is advertised.

          Again, I am not disputing most of the criticisms of the ad (which I did watch before responding to Sowmya’s comments).

          I am not even so concerned about this particular product (which may not may not prove to be effective and safe). I am objecting to the ignorance displayed with regards to the role the tightness of the vagina plays in sexual pleasure for women, the suggestion that only exercise be used to tone vaginal muscles, the suggestion that women have (or should have) better things to think about.

          For me this is more disturbing than the ad itself and it’s seems ironic to me that everyone who is ranting about the ad cannot see how offensive some of their assumptions and comments are.

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  5. Analysed the ‘protagonist’ in the ad. A homemaker living in a typical extended family setup. Her day is busy with chores such as preparing pickles, rolling out papads, kneading dough, taking care of the aging in-laws, laundry, cooking and so on. Mornings are especially crazy. She has to ensure Chintu and Munni are in well-pressed school uniforms, they’ve eaten their breakfast, their school bags are packed, lunch is packed and they reach school on time. Ditto for Chutki – the college-going sister of the husband. Ditto for the husband. She also has to ensure aging inlaws have their breakfast and medications on time – who are busy reading the newspaper, doing puja etc.

    Her evenings are no better. Sort out homework, finish grocery shopping for next day, keep clothes ready for everyone for the next day, plan out the dinner, sort out the vessles that can be washed the following morning, and those that need to be washed immediately and a million other stuff. The husband returns home tired from work, he gets his evening tea/coffee/snacks as he relaxes in front of the tv, or goes out for a walk with his parents.

    By the end of the day she hardly has enerygy to stand on her feet. Her mind works ceaselessly though. She is worried about the upcoming monthly tests for her kids – Chintu is weak in Hindi and Munni can’t remember History dates. She has to talk to Monu’s mum about private tuitions because Monu always scores very high in all tests. She thinks and thinks tiredly as she applies the night cream on her face. And then…oh! She also has to apply another cream ‘there’ so that the poor tired husband in a dead end job has something to feel good about.

    This is her routine day after day, year after year, decade after decade. They say she is the one who holds the family together…if she were to take ‘time off’ everyone’s life will fall apart. They laud her sacrifice. They call her a goddess. They continue to expect her to mend the clothes, keep piping hot dinner on the table, remember important dates, remember medications. They say she is as vital as the air they breathe. It is true – like the air, they’ve made her necessary but invisible.

    When those years fly by and the nest is empty and youth is long gone – perhaps there are moments she thinks ‘What am I? What do I like? What would I like do…for MYSELF?’ She finds no answers because she is no one and everyone – her life has dissolved into everybody’s life. She can think of herself as someone’s wife, someone’s mother, someone’s daughter-in-law, someone’s daughter – but she struggles to think of herself as an individual in her own rights. She does not know what she likes – she cannot remember the last time when someone asked her that question. Sure there were the clothes and jewels and stuff…but the real stuff – the real essence of ‘what do you like’ was never asked. And she shudders at the last question – such a selfish question. She is a mother and a wife – how can she like anything for herself? All her likes and dislikes, desires and dreams have to be with respect to her family. She has to dream about her children becoming doctors and architects. She has to dream about her husband becoming the VIce President. She has to dream about good life-partners for her children. She has to dream about her grandkids. But dream for herself? Are you kidding?

    And when she dies, everyone will remember her as a good woman. A good wife, a great mother. In reality she was someone who was never given a chance to discover herself, reach her potential. Everyone conspired and made her believe that she was born to play roles – and depending on how well she accepted those roles – she would be a success. And they call this empowerment.

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      • Thanks Sandhya. I know its an ad…and I know there are probably women would like a product such as this; for THEIR own pleasure and choice. And that is how the ad should have been conceptualised. This is not something like the pill where contraception power was in the woman’s hand – that was empowering.

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    • Well said.

      This would almost describe my own mother’s life except that she did have some hired help.

      On the other hand, now that she’s the grand old MIL herself, she’s proceeded to make life miserable for my SIL, who is nevertheless brainwashed enough to not be unhappy with the circular ponzi scheme that Indian culture has handed her. One day, she thinks, she too will be the MIL and order the dutiful DIL around…and so the wheel turns.

      Indians (most of them) live stilted lives revolving around duties and obligations with very little time and energy devoted to themselves.

      Patriarchy makes life miserable for everyone except the very few with whom the power is actually concentrated. The rest of us either end up as pawns in the game (as my brother and SIL have) or have to struggle very hard to get out of the game entirely (as I have done most of my adult life). It’s not easy either way.

      That’s the curse our civilization has bestowed on us.

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      • //Indians (most of them) live stilted lives revolving around duties and obligations with very little time and energy devoted to themselves.// How true! Add one more thing to ‘duties’ and ‘obligations’ – keeping up appearances is another big time agenda.

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  6. sex is the only way women can control men and hence the empowerment… to avoid this romance / love among newly wed is not encouraged , may be that’s the reason women are pressurized to have a baby as soon as possible ..so then she is bound and looses the chance to empower men …

    and we are promoting this wrong type of empowerment .. women are told to hold sex to take control on their husbands , that’s there only defense and attack …This is really sad that such adds are propagating wrong stereotypes , thus widening the gap between sexes.

    who really needs to feel like a virgin … let there be add which shows a woman having sex for years before marriage then uses this for 2 months and pretends to be a virgin …a wink to end the add should be perfect🙂 …I bet it will never be aired or will be banned soon .

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  7. Whats wrong with this ad? Feeling younger and thighter down there is desirable to most people and actually counts more towards enhancing women’s pleasure. I can very well imagine women wanting for their own pleasure to be firmer down there. And of course, there are many many more ads advising men to become younger down there. What about viagra?

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    • B, while you are at perfect liberty to state what it is that you find sexually pleasurable, let the women say what is or is not pleasurable for them🙂. As you mentioned in an earlier comment, a few women cannot decide on the sexual preferences of all women. Going by the same yardstick, as men, we do not get to decide what any woman does or does not find sexually pleasurable.

      From my own outsider perspective, I can dimly understand why women would have problems with this ad.
      1. This ad glorifies the virginal state for women. Expecting a sexually mature woman to be a virgin is a violation of her sexual freedom, not to mention her right to privacy. A woman’s virginity is her business and no one else’s (just as it’s for a man).
      2. This ad is grossly sexist in nature. You will not find an ad where men go around singing they want to be virgins🙂. If you did see such an ad, would you say it empowers men?
      3. None of the female comments on this post have agreed that tighter vaginas equals greater pleasure. In fact, a few of them have said that it is, in fact, painful. I agree with you that there could be some women who find it pleasurable. But this is an ad that is universally directed towards all women…how many women do you think would be pressurized into using this product regardless of their own pleasure or pain?

      You bring up a good point regarding Viagra. I have not seen any ads for Viagra…do they demean men by sticking a medieval label to men or do they expect men to pleasurize women at the expense of their own pain? If so, then you are right…it is just as offensive.

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    • Whats wrong with this ad?

      The part about empowering women is pretty wrong, in my opinion.

      and actually counts more towards enhancing women’s pleasure

      Says who? Maybe it does, maybe it doesn’t. It’s probably rather subjective, don’t you think?

      And of course, there are many many more ads advising men to become younger down there

      Which would meet with derision from me, at least.

      It’s worse when it’s about women, though. Male sexuality has never been repressed and objectified to the same degree as female sexuality in patriarchal societies.

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  8. Lot of guys come to consult me just before marriage thinking the size of their organ is below average. They think the bigger the better. But better for whom ? 
    I think instinct for thriving to be sexually attractive to opposite sex and to satisfy the partner is universal and may be biological.
    It is the economic/social issues of Patriarchy which are peculiar humans that makes virginity
    a big issue.

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    • How many ads for Indian husbands working to save their marriages by improving their sex lives, while their extended families look on approvingly, do we see on the television? Do take a look at Moonbeam’s comment above – do you think this ad is about women making decisions and making informed choices?

      How does this product ’empower’ a woman?

      //Well it certainly “redefines” the meaning of empowerment. First off, one would think that a product which sexually empowers women, should in some way enhance her pleasure. And however wretched I might find some of those condom commercials, at least they are ribbed for her pleasure. Since we are speaking of empowerment, maybe we could have spoken of a lubricant for women. But who cares if a woman is aroused or not? Oh no. Let’s be “tight” for the boys. And secondly, talk about being “like a virgin”. The ad happily reinforces the evolved need of most Indian men to believe they are the first man to sleep with any woman they have sex with. Even if it is 20 women. Of course, for most female virgins the first experience of sex is often painful and unpleasant. But who cares about her? If you’re not a virgin, at least 18again fools your lover into thinking you are almost one.//
      From here, http://www.firstpost.com/living/tightey-whitey-vaginas-the-boys-are-depending-on-us-413651.html#.UCTnDYAeWSg.facebook

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      • My point is the ad maker is aiming at the innate tendency of each one of us to make our partner happy. The countless spam email ads about enhancing male organ serves the same purpose.
        Connecting it to women’s empowerment is based on the typical patriarchal dogma about women’s happiness and is rubbish.

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      • @Arun

        Quote:
        Lot of guys come to consult me just before marriage thinking the size of their organ is below average.
        Unquote.

        So true!
        It used to be so even in the sixties when I was a young man.
        No teenaged boy stepping into manhood that I knew was ever satisfied with the length of his appendage.
        He would invariably wish for that extra inch!

        Let me share an old joke.
        There are three things a man routinely lies about and always exaggerates.
        1)His income.
        2)The mileage of his car.
        3)The length of his organ.

        During those adolescent days I never had a male friend who admitted to anything less than six inches!

        I wonder though why girth has never been an issue. It’s always length that is the cause of his worry.

        My yahoo mail box used to receive plenty of spam mails advertising length enhancing creams till I learned to filter them out permanently. I have yet to receive any mail advertising a similar cream that, when applied to the head and sole, increases a man’s height.

        I suppose it is now the turn of women to be at the receiving end of products and ads like this. I suppose spam mails advertising more such products will soon make their presence.

        I loved reading Rajyasree Sen’s article. It was hilarious and still serious. Thanks to IHM for the link.
        I wholeheartedly agree that this is not empowerment of women.

        The ad is amusing but silly. I really wonder if the old lady and the kids in the ad knew what product was being advertised when the video was shot. The video as such is not really offensive and to the casual watcher in the drawing room, It is the message at the end that is most embarrassing. I certainly would not like to watch this ad with my family members around. My adult children would tactfully change the channel to protect me. Back when they were kids I used to protect them. Now they return the favour. A product for whitening was embarassing enough. Now tightening makes it worse. What next?
        In the good old days this ad would have been banned. We live in more permissive times these days.

        Regards
        GV

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  9. To B above, it’s true that some women experience slackening of the vaginal muscles after childbirth. This doesn’t just affect a woman’s sex life, it also increases the probability of urinary incontinence and makes subsequent childbirths harder. The solution to this problem is Kegel exercises, which are easy to do, take up very little time, and don’t cost a penny. I suspect that this wretched product doesn’t improve muscle tone in any way – it probably just induces an artificial feeling of tightness by drying up a woman’s natural lubricants.

    I think this product and the ad campaign around it are copying a few trends from the West. “Vaginal rejuvenation” is popular among a certain segment of Western women (usually trophy wives who are terrified that their husbands will leave them if their physical charms decline). Also, there is a particular strain of third-wave feminism, usually championed by very young women, that posits that any silly thing that a woman chooses to do is inherently “empowering” – there is a very good book, “Female Chauvinist Pigs”, by Ariel Levy, that details this.

    I’m certainly not on board with those people who complain about India aping the West, but it seems that when India does copy the West, it chooses to emulate the most tawdry and worthless aspects of Western culture, and then combines them with the most repressive aspects of Indian culture. Very few women in the West go in for artificial vaginal tightening, but in India’s more coercive patriarchy, I can see it becoming a basic requirement for a wife, along with a fat dowry and fair skin.

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    • “…it seems that when India does copy the West, it chooses to emulate the most tawdry and worthless aspects of Western culture, and then combines them with the most repressive aspects of Indian culture.”
      So true. I reflected on this often, on desi people’s superficial acceptance of western pop-culture while completely ignoring the deeper and more intrinsic values and ideals that make the western world a better place to live on (which has nothing to do with rap music, capitalism or loreal products).
       
      This ad, which has been put into an Indian family context and cultural norms (virginity?) to ‘relate’ to the audience does’t even make much sense, when one looks at it. Sexual pleasure has never been the focus of the Great Indian Culture (TM), it was all about having the requisite number of babies and then living a dutious life according to the dharmasashtra.
       
      This is the reason why Indians make no effort to stay fit till once they get married and sex is considered such a chi-chi topic unless it is referred to as a necessary ‘ganda’ evil for making babies. Since when did desi Indians start caring about things like vaginal tightness and physical attractiveness (to their married partners)?

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      • Since when did desi Indians start caring about things like vaginal tightness and physical attractiveness (to their married partners)?

        I suppose that’s exactly why they seem to be selling their product as something thoroughly revolutionary and ‘modern’.

        It’s silly, but yeah.

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  10. Gels to tighten vagina? Its the same as the fairness creams, Do they EVER whiten face like the ad says?
    In the article below, the writer talks about Kegels exercise. That will help tone muscles and tears got to be sticthed. No gel is ever going to tighten.

    http://m.firstpost.com/living/tightey-whitey-vaginas-the-boys-are-depending-on-us-413651.html?utm_source=editorpick

    In our country no effort is taken to teach women proper breathing and other light exercises needed for an easy delivery, as also those exercises to tone muscles after delivery. And now this wonder gel is supposed to achieve that?
    Anyone who loses interest after pregnancy has other problems too. It is NOT about vagina. Only very tough pregnancies and that too rarely, cause problems. May be we should ask a doctor? A gynaec about that?
    Not a well thought out comment. Just wrote my thoughts.

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  11. Most silly and illogical ad that I have been in recent times. The inclusion of family members in the background was not needed at all. In a country where married women’s only purpose seems to be “keep husband happy at all times”, this product may become popular.

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    • Oh I know what we’ll be sold next, Ayurvedic preparations that induce miscarriage of female foetuses and nourish male ones.

      Indian women will then become fully empowered. They will have wombs that bear only sons and vaginas that are white and tight.

      With our enhanced son-producing wombs and tight, new vaginas, we’ll sing, “I am a woman, hear me roar.”

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  12. This ad is the most ridiculous one i’ve ever seen, utterly regressive, and highly offensive to women. I have plenty to say against it, but am fuming so much, I’ll come back and say it some other time.

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  13. IHM, not sure if I should be writing this here or not, but while watching the advert, I thought the main protagonist was a maid. I only realised that she was the ‘wife’ only as the advert progressed. Of course, the end was the shocker. Somehow, I felt that the advert had nothing to do with the product.
    I am fine with people putting creams all over their body as it is their personal choice but the brainwashing which we witness via such adverts is dangerous. A very very distasteful and regressive way to sell your product.

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  14. Found this in the product’s FAQs. Guess I gotta worry about not just my face aging, but my vagina aging too.

    29. Can virgins use 18 AGAIN gel?
    Ans: Yes, early use of 18 Again delays aging effects.

    30. Will 18 AGAIN gel help to get hymen back?
    Ans: No, 18 Again helps in toning up and tightening of vagina.

    31. Is 18 AGAIN gel safe to use after delivery?
    Ans:- Yes after 15-20 days , once the blood -stained discharge has stopped.

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  15. Pingback: Changing Someone (or oneself) | The Life and Times of an Indian Homemaker

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