India has won the war on gender equality is the biggest finding in the IAA-Hansa Research Study. 91% men and women say that ‘Women are shouldering equal responsibilities with men in the family’. Interesting 89% of the men think and 97% women think so too. The research was done across three metros of Mumbai, Delhi and Chennai amongst senior Marketing Managers and Creative Directors of advertising agencies, the people involved in the final outcome of much of the advertising we see in media today. The research further suggests that this is the outcome of women’s education, financial independence, becoming a bread earner, self realization of her rights and emergence of women as many role models. IAA India Chapter had commissioned this research study and Hansa Research came forward to do this study at cost. The study was unveiled at the IAA Seminar on Changing Trends in Portrayal of Women in Indian Advertising
Below is the representation of status of women based on the findings:
Some of the research findings on the portrayal of women in advertising are shown below:
But what are the changes that have occurred in the advertising landscape?
The study cites examples of advertisements that show women in a positive, empowered state.
Srinivasan K. Swamy, President, IAA India Chapter & Vice President, Development, Asia Pacific, IAA and Chairman & Managing Director, R K SWAMY HANSA Group said, “I thank all the industry professionals and organisations who came forward to support this initiative. IAA has been conducting a host of activities for the benefit of the industry and society. This was yet another initiative which clearly underlines our commitment to the philosophy that what is good, is good for business.”
Monica Tata, Managing Director HBO India and Chairperson of “Changing Gender Frames” said, “I am delighted with the findings of the study. While the sentiment around the messaging a few years ago was that it was reinforcing the stereotypes, India is clearly showing signs of moving towards a more progressive society where women are perceived as equals.”
The Seminar was addressed by senior marketers, advertising leaders and amongst others. These being: Colvyn Harris (JWT, ACI), Dr AL Sharada (Laadli), Dr Sonya Mehta (Psychologist), Sanjay Tripathy (HDFC Life), Sam Balsara (MadisonWorld, ASCI), Sonal Dabral (DDB Mudra), Geetu Verma (Unilever), K V Sridhar (Sapient Nitro) and Rajat Ray (UNFPA). The last session saw an engaging discussion with actors Dia Mirza, Richa Chadda along with Anuja Gulati and Monica Tata.