Gender Stereotyping: Glaring Disparity Between India & Bharat

Rana Barua Mar 09, 2024

As I sat down to pen this article, I couldn't shake off the weight of recent conversations echoing in my mind. From the corridors of our own Havas offices to the broader landscape of advertising and media, the discourse around gender stereotypes and the portrayal of women has been reverberating louder than ever before. In a world where we celebrate International Women’s Day, it is important to recognise that the goal isn’t to separate women leaders from leaders but to foster and create an environment where equality reigns supreme. But amidst this cacophony of voices, one question persists: How much real change has transpired, especially within the realm of advertising?

The juxtaposition of two seemingly disparate worlds—India and Bharat—lies at the heart of this discourse. While the terms are often used interchangeably, they represent two distinct facets of our country. India, with its urban centres and cosmopolitan outlook, stands at the forefront of progress and modernity. It's a world where women are increasingly breaking barriers and shattering stereotypes. Yet, just beyond the gleaming facades of urban India lies Bharat—a vast tapestry of smaller towns, rural landscapes, and traditional values.

In the context of gender stereotypes and the depiction of women in advertising, the disparity between India and Bharat becomes glaringly apparent. While urban India may have made significant strides towards inclusivity and diversity, Bharat struggles to keep up, mired in age-old customs and patriarchal norms. It's a tale of two nations, intertwined yet distinct, each grappling with its own set of challenges and opportunities.

Bridging The Gap

At Havas India, we've made it our mission to bridge this gap—to create meaningful campaigns that resonate not just with urban audiences but with Bharat as well. It's a delicate balancing act, navigating the nuances of culture and tradition while pushing the boundaries of creativity and innovation. But therein lies the beauty of advertising—the power to inspire, provoke, and catalyse change. But it’s not just progressive work that we are advocating. As a network, we have undertaken several initiatives to drive this change. One such initiative that embodies this ethos is being one of the founding members of the national chapter of the Unstereotype Alliance with the United Nations. With a coalition of industry stalwarts, this alliance seeks to eradicate harmful stereotypes from advertising and media. From empowering women to challenging traditional gender roles, the alliance is a beacon of hope in an industry rife with clichés and tropes.

But our commitment to change extends beyond the boardroom and into the fabric of our organization. Through initiatives like Havas All In, our global DE&I programme, we're fostering a culture of diversity and inclusion where all employees are equally supported in developing their careers. From blind hiring techniques to gender pay parity, we're laying the groundwork for a more equitable future—one where talent trumps gender, race, or background.

Yet, for all our progress, we're acutely aware of the challenges that lie ahead. The road to gender equality is fraught with obstacles—deep-seated prejudices, institutional barriers, and cultural norms that resist change. Another example of driving change at Havas India is through our internal initiatives. From EmpowHers—a programme aimed at empowering women entrepreneurs to scale their businesses—to Femmes Forward—a global accelerator programme designed to fast-track the careers of high-potential female employees—we're investing in the next generation of leaders.

Walking The Talk

But perhaps the most telling indicator of our progress is our statistics. With a healthy 44:56 female-to-male ratio and 54 per cent female representation in our executive committee, we're not just talking the talk; we're walking the talk.

Yet, as we celebrate our successes, we're reminded of the uphill battle that lies ahead. And with each campaign, each initiative, and each conversation, we're inching closer to a future where gender is no longer a barrier to success.

As we navigate the complexities of India and Bharat, let us not forget the power of advertising to shape perceptions, challenge norms, and drive meaningful change. In the end, true progress isn't measured in awards or accolades, but in the impact we make on the lives of those around us. And that, dear reader, is a journey worth taking.