Most of the brands have realized that women are major consumers too and they have the moolah to buy. They want to win over women. The women-centric ads, are showing women to be independent decision makers and pushing certain values.
A woman can quit her job anytime, stay at home to bring up kids and can be seen as a martyr of the society. Men cannot do that.
I did not touch the lion directly, but I touched my hubby who touched the lion. As per transitive law of Mathematics, I touched the lion.