Mumbai: Indian advertising is making measurable progress in gender representation, with improved portrayals of women and men across television and digital platforms since 2021, according to the India Advertising Midline Study: Gender Representation and Inclusion Trends. The study was unveiled by the India Chapter of the International Advertising Association (IAA) and knowledge partner UNICEF during the IAA Voice of Change Roundtable held in Mumbai on July 7.
The report, conducted by the Geena Davis Institute (GDI), analysed gender representation across the 1,000 most-viewed multilingual Indian advertisements on television and digital platforms, benchmarking the findings against the 2021 baseline. The study found notable improvements, including increased representation of women in professional roles, fewer sexualised portrayals, and more balanced depictions of domestic responsibilities. However, it also highlighted persistent gaps in leadership portrayals, workplace representation, and the inclusion of diverse identities.
IAA Voice of Change, the association’s flagship gender-sensitisation initiative, is aimed at advancing equitable and authentic representation in advertising and media. Media platform Manifest has joined the initiative as its Cause Partner.
The findings were unveiled before an audience of more than 80 industry leaders from brands, agencies, the creative community and academia. The event also featured a panel discussion and a fireside chat exploring the role of inclusive storytelling in shaping both business outcomes and societal perceptions.
Speaking at the event, Madeline Di Nonno, President and CEO, Geena Davis Institute, said, “Progress in gender representation is possible, but it is not inevitable. Advertisers have a unique opportunity and responsibility to create stories that expand possibilities rather than reinforce limitations. Inclusive representation doesn’t just reflect culture; it helps shape it.”
Bo Beiskjaer, Chief Resource Mobilisation and Partnerships, UNICEF, added, “The Voice of Change platform demonstrates what is possible when we build meaningful bridges between creativity and business leadership, and evidence. It shows that partnerships grounded in evidence, shared purpose, and sustained engagement can drive lasting change. By fostering more equal, diverse, and representative media, we do more than improve advertising. We influence how children see themselves, their opportunities, and their place in the world. That is not only good for society; it is increasingly good for business as well.”
The panel discussion featured Puneeth Bekal, EVP and Chief Marketing Officer, HDFC Securities; Pallavi Chakravarti, Founder and CCO, Fundamental; actor and entrepreneur Aahana Kumra; and Sanjay Singh, Chief, UNICEF Maharashtra. Moderated by Nina Elavia Jaipuria, Chairperson, Women Empowerment Committee, IAA India Chapter, the session examined the study’s findings alongside industry experiences, discussing the challenges, opportunities and business value of inclusive representation in advertising.
The event concluded with a fireside chat between Megha Tata, Co-Chairperson, Women Empowerment Committee, IAA India Chapter, and Josy Paul, Chairperson and CCO, BBDO India. Paul reflected on purpose-led campaigns such as Share The Load and Touch the Pickle, highlighting how creative storytelling can challenge stereotypes and influence culture.
Commenting on the importance of evidence-based action, Nina Elavia Jaipuria, Chairperson, Women Empowerment Committee, IAA India Chapter, said, “Every creative choice is an opportunity to challenge stereotypes rather than reinforce them. We are convinced that with these data driven insights, the IAA Voice of Change movement will continue to inspire all stakeholders to create narratives that are more authentic, gender balanced and mindful, ones that meet business objectives and shape a more inclusive society.”
Reflecting on the industry’s growing commitment to inclusion, Megha Tata, Co-Chairperson, Women Empowerment Committee, IAA India Chapter, said, “What gives me confidence is seeing how many leaders genuinely believe in the power of more inclusive storytelling. The progress we’ve seen tells us that conversations like these do make a difference, and I hope Voice of Change continues to inspire the industry to make inclusion part of every creative journey.”
The Midline Study also marks the next phase of the IAA Voice of Change initiative, with Manifest joining as the movement’s Cause Partner. The initiative will now expand through agency roadshows and industry roundtables across India, engaging advertisers, agencies, creative professionals and content creators to further promote authentic and inclusive representation in advertising.
