FROM TOKENISM TO TRUE EMPOWERMENT

Shaping the future of women in marketing and advertising

- ROSHNI DAS

For years, I have enjoyed reading Raja Sen's Stream of Stories, where cinema and content meet everyday human aspirations and mirror our society. Movies magnify societal stories, and when they push boundaries, advertising follows. Just as women's roles in film have evolved, so has their portrayal in advertising. As women gain greater representation in filmmaking—directing 31 per cent of streaming content and claiming 51 per cent of lead roles in the OTT era—the industry shift highlights their rising influence as equal powerhouses.

Brands are making significant inroads in female representation. Despite the recent DEI rollback by global voices, it is fantastic to see brands like Apple visibly holding on to their stance on diversity as it makes business sense. Campaigns are now increasingly celebrating women beyond traditional roles, reflecting their ambitions, struggles and triumphs, be it a sports brand featuring female athletes or beauty brands redefining fairness. Strides like Anita Dongre's Diwali Barbie with Mattel, Cadbury tweaking their iconic 1990s advertisement, with now a woman cricketer hitting the winning shot or Tanishq, for its progressive portrayal of women in their advertisements. The work of new-age brands like Fae Beauty, Bliss Club, Buttchique and Manetain have energised the category, avoided unrealistic portrayals of beauty, and instead celebrate women. Kudos for the progressive stance!

Disrupting D&I Dialogue