Mumbai: Advertising should not just mirror culture; it should actively shape culture. The best creative work sits at the ‘bleeding edge of culture.’ Advertising needs to reflect today’s reality, not outdated narratives where women are only shown as mothers, wives, or supportive characters
These were some of the points made on the second day of Goafest 2026 during a session titled ‘IAA Voice of Change: Resetting the Narrative to Break the Bias’, powered by Sun Neo & iAvatarZ Digital. The session brought together voices from across industries to discuss representation, inclusivity and the role of brands and media in driving meaningful societal change.
The panel featured Amitesh Rao, Chief Executive Officer, South Asia Leo & VP – TAC; Preeti Jhangiani, Entrepreneur, Sports Leader; Prasun Kumar, Chief Marketing Officer & Business Head, MagicBricks; Riya Joseph, General Manager – Media, Britannia Industries Limited; and Veetika Deoras, Senior Vice President – Marketing and Brands, IHCL. The discussion was moderated by Megha Tata, Strategic Advisor & Independent Director.
Together, the speakers explored how businesses and media platforms can actively challenge stereotypes, foster inclusivity, and create narratives that reflect a more equitable society.
“Advertising should not just mirror culture; it should actively shape culture. The best creative work sits at the ‘bleeding edge of culture,’ where conscious creativity balances cultural impact with business effectiveness. Representation must go beyond tokenism and be strategically embedded into brands, as those that genuinely understand women’s realities and behaviours will build stronger businesses. Conscious advertising is still evolving, but awareness within agencies and brands has increased significantly,” highlighted Amitesh Rao, Chief Executive Officer, South Asia Leo & VP – TAC.
Speaking about the need for more inclusive and progressive representation in advertising and sports, Preeti Jhangiani, Entrepreneur, Sports Leader, said, “Advertising needs to reflect today’s reality, not outdated narratives where women are only shown as mothers, wives, or supportive characters. Modern women hold multiple identities, as entrepreneurs, leaders, professionals, and decision-makers, while societal change, especially in smaller towns and villages, is happening faster than brands assume. Sports ecosystems also need inclusive representation, with equal visibility, screen time, salaries, and inclusion for women and specially-abled athletes. Brands and advertisers must take the lead in changing narratives instead of waiting for society to fully evolve.”
Highlighting the need for more authentic and inclusive storytelling in advertising, Prasun Kumar, Chief Marketing Officer & Business Head, MagicBricks, said, “Conscious creativity is fundamentally about honesty and authenticity, yet bias in advertising extends beyond gender to metro vs small-town perceptions, age stereotypes, and lifestyle assumptions. While data shows women play a major role in real estate and home-buying decisions, advertising narratives often fail to reflect this reality and continue relying on stereotypical ‘happy family’ storytelling. Brands need to evolve to show women as primary decision-makers and better mirror real societal behaviour, with greater experimentation and authentic representation still needed.”
Emphasising that conscious advertising begins long before a campaign goes live, Riya Joseph, General Manager, Media, Britannia Industries Limited, said, “Conscious advertising starts at the briefing stage itself, with diverse teams bringing regional perspectives and different viewpoints into campaign creation. Brands must stay culturally relevant instead of relying on outdated stereotypes, as representation continues to evolve alongside society.
“Campaigns like Britannia’s have highlighted Paralympic champions, strong women characters, and emotionally expressive fathers, showing how advertising can gradually challenge norms and spark important conversations.”
Emphasising her views on the social responsibility that comes with visibility and scale in advertising, Veetika Deoras, Senior Vice President, Marketing and Brands, IHCL, said, “Conscious marketing is about creating positive societal impact while ensuring there is no negative impact through communication. Given the scale and visibility of advertising, brands and advertisers hold immense influence and social responsibility. Representation can itself break bias—for example, showing women in hospitality and housekeeping roles can create aspirational visibility, while continued portrayal of women in unconventional and leadership-driven roles is essential. Ultimately, visibility through advertising carries a strong responsibility to shape more inclusive narratives.”
