Day 2 of Goafest 2024 opened with a resounding call to action, as industry leaders gathered to address the pressing issue of gender-sensitive marketing in the creative landscape. Hosted by Sri Adhikari Brothers Networks - Dhamaal and featuring a distinguished panel of speakers, the Knowledge Seminar titled "Gender-Sensitive Marketing: Navigating The New Consumer Landscape" sparked a dynamic discussion on the challenges, initiatives and potential solutions for tackling gender stereotyping in advertising.
Chandni Shah, COO of FCB Kinnect, set the tone by highlighting the importance of women's leadership in nurturing change within the industry.
Darshana Shah, Head of Marketing & Customer Experience at Aditya Birla Capital, echoed these sentiments, emphasising the need for conscious efforts to challenge existing norms and promote inclusivity in advertising.
Filmmaker Ram Madhvani shed light on the influence of media in shaping perceptions, citing the Bechdel test as a measure of female representation and agency in storytelling. He emphasised the importance of creating narratives that transcend traditional gender roles, acknowledging the industry's ongoing efforts to improve representation.
Rajdeepak Das, CCO of Publicis Groupe South Asia, expressed optimism about the industry's capacity for change, citing evolving client demands and a growing awareness of gender biases. He acknowledged the gradual progress made over the past decades while emphasising the need for sustained effort to drive meaningful change.
Kailashnath Adhikari, Business Head of Sri Adhikari Brothers, emphasised the economic imperative of gender equality, citing research that highlights the untapped potential of women in driving economic growth. He called for greater investment in empowering women with access to technology and education, advocating for a level playing field that fosters equal opportunities for all.
As the session concluded, it left a lingering sense of urgency and possibility in the air. The speakers had offered diverse perspectives and concrete strategies for advancing gender equality in marketing and beyond. From challenging stereotypes to fostering leadership diversity and empowering women economically, the industry appeared poised to embark on a transformative journey towards a more inclusive and equitable future. The discussion was chaired by Kranti Gada, Management Committee Member of the India Chapter of the International Advertising Association and Founder of NeOwn.in.
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