Advertisers push inclusion cart on Women's Day but is it just tokenism?

Women's Day (March 8) saw brands across categories put their best gender-aware or 'woke' message forward. But in the clutter, the message is getting diluted.

Standard Chartered Bank ran an ad with a woman executive sitting across a glass table top with a ticker tape running at the bottom of the screen. “We’ll have women in at least 30 per cent of our senior roles by 2020,” it said. Ecommerce major, Flipkart, has a campaign called #RaiseHerToLead that pushes the idea of daughters inheriting the family business and Uber’s #WithinHerReach, talks about safety for women. In addition, numerous brands have launched short films, memes, posters and television campaigns, extolling the strength, commitment and courage that women show in the course of their lives.
 
Women’s