I've been watching a lot of television lately (particularly because I do my work with the set staring right at me) and this particular ad caught my eye. I was sitting in front of the TV, while having dinner when the ad popped up. After watching the ad, it made me think back about all the things that most women always complain about. It is called equal rights.

I presume most of you watch TV and would most likely be aware of the existence of this UOB Ladies credit card, with the tag line "The men don't get it". True enough, I don't get it! Is the tag line supposed to be "Men do not understand" or simply "Men don't get it". Either way, to me, both meaning fits perfectly.

Equal rights?

When women first fought for equal rights, I am sure there were thoughts and talks about what the world would be, when women were equal to men. Then this happened.

Once upon a time there was this big pie shared by mostly men. Women fought equality and now the pie is shared by both men and women. Who ever does it better, get the bigger piece. That is how it works these days. While everything else is in the open to be conquered by men or women, suddenly the female gender gets a safe haven in this UOB Ladies Card.

How fair is that? In the early days of civilisation, private clubs were open to men only. The only reason why men had these refuge was because of their ego, and the fact that that was the only place they could run away from their nagging wives and smoke cigars freely. Men set the rules for their benefit, no doubt about that.

There are very few bastions of male chauvinism in the modern world, though you may disagree with me. But let's talk about the credit card. The UOB Ladies Card is available regionally. Only women are allowed to apply and only women are allowed to enjoy the benefits of using the credit card. I have never seen a credit card that is gender specific before. I have seen credit cards that are pocket specific though, classic for the lower income, gold for the middle class and now platinum for those super rich folks.

UOB Ladies card. Is it really meant for the benefit of ladies? I don't know. There are already plenty of privileges for ladies such as discounts at spas, shopping outlets, travel agents, the list goes on. Benefits alright but the whole idea of this card, to me, is to entice more purchasing power. Some women plan their weekend routines to pamper themselves on a monthly basis. But with discounts available left, right, centre ... it encourages more pampering, i.e. week in, week out. Good for the body and possibly good for the men (as we do enjoy the company of women who take care of themselves), but is it good for the pocket?

Gender exploitation

It is quite simply an exploitation of a specific gender, i.e. XX chromosome. Apart from metrosexual men, I do not think men will spend much on taking care of themselves. Men in general think a shower, a slap of the deodorant and cologne are good enough.

Have you ever asked why we don't have "men's night" in a pub on a Thursday night (apart from gay bars, of course). If we do have men's night on a Thursday night, you can be sure that there won't be any ladies in the pub and the pub will make a definite loss that night with free drinks to the men. On the contrary, with ladies night, you are sure that men will be around too. But since ladies don't drink as much as men, free drinks for the ladies is complimentary to the drinks that men buy. In other words, exploitation of a particular gender to exploit the other's pocket.

So back to UOB Ladies Card. So why women only? Do the women who own this card feel that they are specially treated? Do they want to spend more because they are special? Does that justify their purpose of spending?

I don't mind not getting the credit card, but I just don't get it. Then again, I'm a man, what would I know?

AZID ALLAN is a consultant and has not figured out women yet, though he is enjoying the ride.