From Breaking Norms To Building Inclusivity, Women Leaders Transform The Narrative
Gender representations in ads in India serve as a benchmark for making advertising more gender-sensitive in the country.
On account of International Women's Day, which is celebrated on 8 March every year, BW Marketing World explores the impactful role of women leaders in reshaping the creative process and challenging gender stereotypes in Indian advertising. Serving as a benchmark for gender sensitivity, women in marketing bring diverse perspectives, experiences, and voices into the creative realm, actively dismantling stereotypes and paving the way for a more inclusive narrative around women.
Breaking Stereotypes
According to Kantar and Advertising Standard Council of India's (ASCI) 'Unstereotype Alliance' report, 48 per cent of Indians express the need for more inclusive representation by brands, surpassing the global average of 33 per cent.
Mukta Maheshwari, Chief Marketing Officer; VP & Category Head – Fabric Care, P&G India underscores the significance of responsible advertising and its impact on societal change.
"Diversity breeds creativity - be it insights, lived experiences or cultural nuances. Our brands choose to connect emotionally with consumers with the intent of challenging conditioning and stereotypes that come in the way of social and economic progress", states Maheshwari.
Ariel's #ShareTheLoad initiative challenges stereotypes by promoting an equitable distribution of household chores. Starting with laundry, the campaign urges increased male involvement in domestic tasks, emphasising that anyone can achieve optimal results with Ariel, regardless of who takes on the laundry responsibilities.
Neelima Burra, Chief Strategy and Transformation Officer, Luminous Power Technologies initiates a conscious effort to eradicate gender stereotypes right from the start of the creative process.
"We must understand that breaking stereotypes is not an easy task to accomplish as it requires altering common consumer perceptions without hurting their sentiment", notes Burra.
Cultural & Regional Nuances
Women in the industry go beyond creating campaigns, they navigate cultural expectations and challenge preconceived notions through thoughtful and culturally sensitive storytelling break away from stereotypical depictions and create content that resonates with diverse audiences worldwide.
Priyanka Sethi, Head of Marketing, Haier Appliances India sheds light on the transformative role of women in the workplace and the need for equal opportunities.
"By championing equality and empowering individuals to reach their full potential, we are not just driving business success but also nurturing a culture of respect, collaboration, and innovation", remarks Sethi.
Haier India's recent initiative, 'Perform Big Silently,' celebrates the extraordinary journeys of 15 remarkable women who have achieved remarkable success in their respective fields without seeking undue attention.
Consumer Advocacy for Change
Consumers, increasingly discerning and socially aware, hold considerable influence over the advertising landscape. Their choices shape market trends and influence brand strategies.
Narrated through a child's perspective, Luminous' film captures societal biases in domestic settings. Its #WomenInEnergy campaign, strives to bridge the gender gap, challenging stereotypes in the energy sector for a brighter future.
With the advent of social media platforms, user-generated content has become a powerful tool for brands to gauge consumer sentiment.
Burra suggests, "AMA surveys, Polls, Live stories, and Quizzes are some of the tools that brands can effectively use for gathering insights on subjects like gender stereotypes. Video content acts as the best stimulator for encouraging wider opinions. These are some convenient and cost-effective processes to get to the root of consumer mindset."
Influencers and Celebrities as Catalysts
In the age of digitisation, influencers and celebrities have emerged as powerful voices shaping public opinion. The impact of influencers and celebrities in challenging traditional gender roles is a crucial aspect of reshaping advertising narratives.
PUMA's unique lineup of female icons, including Kareena Kapoor Khan, MC Mary Kom, Vineeta Singh and Masaba Gupta aims to champion the cause of women's cricket, challenging gender norms.
"Stereotypical portrayal of gender roles can reinforce unconscious bias and substantially slow down the pace of change. On the contrary, progressive portrayals can further inclusion, asserts Maheshwari.
By partnering with brands, influencers become catalysts for positive change, influencing their followers to question and challenge traditional norms. To this Maheshwari adds, "We also partner with like-minded influencers, media outlets and organisations to take the message further to engage consumers. Our packs have turned conversation starters time and again."
Brands must carefully consider partnerships, ensuring alignment with values of diversity, inclusivity, and gender equality. By choosing influencers who advocate for equality and non-conventional gender roles, brands contribute to reshaping societal perceptions.
"The brand collaborations have a huge role to play, and the portrayal of men and women in non-conventional roles can have an overarching impact. As a marketing Officer, it's crucial to carefully consider these factors when looping in influencers or celebrities for brand partnerships", highlights Burra.
