From Madhukar’s article:

Sal Sandazzo in his book The Myth Makers says there are only two women archetypes. “The mother”, who represents the values of warmth, nurturing, comfort, and security, and is manifested in the maid, the teacher, the innkeeper, the gardener, the cook, the home maker, and the nurse; And “the maiden”, who is beautiful, alluring, enchanting, and mesmerising. And she is manifested in the nymph, the maiden, the movie starlet, the femme fatale, the mermaid, and the siren.

In every Hindi film where there are two girls, consciously or unconsciously, the makers end up giving the two girls these two archetypal characteristics. Whether it is Jo Jeeta Wohi Sikander, or Aaina, or Kuch Kuch Hota Hai, or the more recent Mujhse Dosti Karoge, or Ishq Vishq—the two women always shadow these archetypes. However, over the years the depiction of the “maiden” has got more acceptable from the typical “vamp” of the 1950s and 1960s. Yet the “mother”, rather than the “maiden”, always gets the boy—a reflection of the fact that society deep down still respects the “mother values” of the woman more openly, and the “maiden values” are left only for vicarious enjoyment! Digging deeper there are perhaps six distinct roles of a woman in life and the best advertising tends to connect with one or more of these roles: 

• The maid, the keeper of the house;
• The mother, the provider to the family;
• The manager, the power that makes things happen within the home;
• The mediator, the custodian of the relationships within the family;
• The mate, the partner to her husband;
• Me, myself and I, the “ego” within the woman.

What could be emerging new themes for tomorrow?

• The return of femininity: With the woman having asserted herself through the 1990s, there may be an opportunity of showing the return of chivalry. And depicting the woman as being comfortable with her femininity and enjoying the fact that she is treated like one.
• From a supportive role to an active influential role: With the woman coming into the forefront, there is an opportunity to make her the emotional anchor for her near and dear ones—a distinct move from her physical provider role in the 1980s. And she could take on the role of greater control and become the conscience keeper of her family.
• From a home maker to an atmosphere creator: This could be the next definition of the woman’s role at home—creating the right environment for her husband and children so that they can lead their lives the way they want and realise their potential and their dreams to the fullest.
• Beyond home and work: This could recognise her movement into new domains so far treated as predominantly male, e.g. automobiles and finance. And with technology moving from efficiency to experience, speed giving way to aesthetics, woman and technology could be a theme for the future. And the contexts need to go beyond work situations.