IndiGo Airlines is under fire on social media for its latest advertisement promoting “girl power,” with critics accusing the airline of hypocrisy. The ad, featuring a female flight attendant alongside the tagline “Escaping patriarchy at 800 kmph,” has sparked a wave of backlash, with many arguing that IndiGo’s hiring practices contradict the ad’s message.
Critics claim that the airline’s policy of hiring only female cabin crew, combined with requiring them to wear makeup and high heels, does little to challenge patriarchy. One social media user commented, “Forcing young women to wear heavy makeup and high heels in a job that demands long hours on their feet does nothing to ‘smash patriarchy.’ If anything, it’s the opposite.”
Other users echoed similar sentiments, pointing out the contradiction in promoting a role reserved for women with strict appearance and beauty standards while claiming to empower them. Some sarcastically noted that the job involves serving food and handling difficult passengers while maintaining a specific appearance for low pay.
One user compared IndiGo to rival Akasa Air, which employs both men and women as cabin crew and focuses more on comfort than appearance-based standards.
Despite some support for the ad, such as praise from social media user Adithya Venkatesan, the overwhelming response has been critical. IndiGo, which holds over 60% of the market share in India’s aviation industry, has yet to respond to the criticism.
