MARKETING strategies can never ignore women as they are pivotal in household purchase decisions. So can advertising strategies be any different? A recent flurry of ads confirms synergy between the two functions. Bajaj, Nature Fresh Sampoorna Chakki Atta and Fortune Rice Bran Health Oil have reiterated the importance of family support for career women, in their latest commercials. The Bajaj commercial reverses the age old adage of a woman being behind every successful man by captivating a contemporary insight –today, behind every successful woman there is a family, as it is often impossible for a woman to juggle personal and professional commitments without the support of the latter. A majority of women leave their jobs, when they become first time mothers.

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