IndiGo is facing a wave of criticism on social media for its latest advertisement promoting girl power, with many users claiming there's a stark contrast between the airline's message and its actual practices.

The ad features a female flight attendant in an aircraft, accompanied by the caption, "Escaping patriarchy at 800 kmph".

Social media users said that IndiGo's policy of hiring only female cabin crew has nothing to do with challenging patriarchy.

A user wrote, "I'm sorry, forcing young women to wear heavy makeup & high heeled footwear, in a job which entails being on one's feet for long durations does NOTHING to 'smash patriarchy'. If anything, it's quite the opposite. Ridiculous of #Indigo to gaslight women by calling this 'girl power.'"

I'm sorry,forcing young women to wear heavy makeup& high heeled footwear,in a job which entails being on one's feet for long durations does NOTHING to "smash patriarchy". If anything, it's quite the opposite.
Ridiculous of #Indigo to gaslight women by calling this "girl power"???? pic.twitter.com/UbK7Wj9Lcr

? bithika (@bithika11) September 19, 2024

Adithya Venkatesan, who praised the ad, found himself at odds with the broader public sentiment. 

This copy... ????

Give that writer a raise @IndiGo6E pic.twitter.com/Uxf5gsILAR

? Adithya Venkatesan (@adadithya) September 18, 2024

His post was met with hundreds of critical responses. One of them sarcastically said, ?Nothing screams escaping patriarchy louder than when - You clean toilets, serve food, handle tantrums for little pay while maintaining specific appearance for strangers over family.?

Nothing screams escaping patriarchy louder than when -
You clean toilets, serve food, handle tantrums for little pay while maintaining specific appearance for strangers over family.

Oh wait... psyop efficacy to manipulate women never seizes to amaze

? Sitesh (@siteshps) September 18, 2024

?Unsure about how a role for women-only is deemed escaping the patriachy. Seems to be reinforcing it more. Pandering to the 'woke' audience would feel a better title,? read a comment.

Unsure about how a role for women-only is deemed escaping the patriachy. Seems to be reinforcing it more. Pandering to the 'woke' audience would feel a better title.

? Rohit Gupta (@Rohitintheflesh) September 18, 2024

Another wrote, ?Yes, escaping patriarchy by posting a job profile (air hostess) where said job is strictly reserved for females along with certain weight and beauty standards + the said employees (females) are implicitly forced to put on heaps of make-up to appeal to the male passengers.?

Yes, escaping patriarchy by posting a job profile (air hostess) where said job is strictly reserved for females along with certain weight and beauty standards + the said employees (females) are implicitly forced to put on heaps of make-up to appeal to the male passengers https://t.co/QJSDRsK1fl

? ebit_dad (@caffeineace) September 18, 2024

A comment criticising the ad read, ?Have to look as per ?company's standards,' need to follow ?strict protocol,' need to serve rude guests with a ?smile' - smashing muh patriarchy.?

Have to look as per "company's standards", need to follow "strict protocol", need to serve rude guests with a "smile" - smashing muh patriarchy.

? ViduraUvacha (@ViduraUvacha) September 18, 2024

A user also mentioned Akasa Air and said that the airline has a more inclusive approach, employing both men and women as cabin crew and focusing on comfort rather than adhering to stringent beauty standards.

Here is Rakesh Jhunjhunwala founded Akasa Air.
-> Comfy tops, loose pants, flat sneakers, open hair
-> Male stewards working alongside women

A Gujju dalal-founded airline is actually escaping patriarchy. https://t.co/qSfItsagDV pic.twitter.com/19voc5izVS

? Tarun Raju (@btarunr) September 18, 2024

Here are a few more responses:

Why not a pilot? This really doesn't speak to me as a woman and not what should be sold as aspirational to young girls either.

? SONAL (@1SonalS) September 19, 2024

I don't understand how this is escaping patriarchy. Isn't she serving drinks to uncles?

? Debjit (@moopoint1714) September 18, 2024

Escaping patriarchy in a job that forces women to conform to the male gaze?

This is called a : liberal catch 22.

? ABXI III (@murakamisghost) September 18, 2024

IndiGo is India's largest airline with over 60% market share and a fleet of more than 340 aircraft.