Advertising in India plays an important role in moulding our collective consciousness, and a progressive image of women can considerably increase brand engagement.
The Advertising Standards Council of India (ASCI) and Kantar, a consultancy firm, presented a white paper on Wednesday describing how mainstreaming positive gender images benefits business.
Women regarded themselves more progressive than how they were depicted in mainstream advertising, according to GenderNext, a study by ASCI and Futurebrands that looked at 600 ads across categories and spoke to consumers in 10 cities. It's no surprise, then, that Kantar discovered that progressive depictions made advertising more effective.
According to the GenderNext survey, the bulk of mainstream advertising continues to portray women in non-aspirational ways. However, advertising depicting progressive gender roles in India had a 32 percent favourable impact on short-term product sales and a 51 per cent increase in brand equity.
“Women, particularly the younger generation, reject the stereotyping that creeps into advertising and see progressive advertising as their ally. It is amply clear that it makes good business sense for brands to portray positive gender roles, adding real value to business and society,” said Manisha Kapoor, CEO and secretary general, ASCI.
Kantar's research, which used the Unstereotype Metric, found that positive gender roles have an even greater influence in emerging countries, particularly in India.
“Subtle subversions on slice-of-life moments, gender roles and responses have the potential to make the viewing experience rewarding,” explained Preeti Reddy, chairman, South Asia, insights division, Kantar.