A yawning gap between women's lives and in ads, says ASCI study

ASCI study lists insights to steer industry towards a more sensitive portrayal of gender

What do Indian women think of mainstream advertising? The answer may well be one big yawn.

Advertising has a big gap to fill between how it portrays women and how women themselves view ads vis-à-vis their largely unacknowledged and changing realities, shows a study titled GenderNext carried out by the Advertising Standards Council of India (ASCI) in partnership with consulting and management firm Futurebrands.

The report also aims to guide brands, marketers and creative agencies with detailed actionable insights and proposes a category-agnostic framework to steer advertisers towards a more sensitive and progressive depiction of women.

Women from across metros, tier-I and tier-II