Progressive advertisements have positive impact on business, says ASCI

The GenderNext study found that a majority of mainstream advertising continues to use non-aspirational portrayals of women.

Advertising in India has a role in shaping our shared consciousness, and it can drive brand engagement greatly with a progressive depiction of women.
 

On Wednesday, the Advertising Standards Council of India (ASCI) and consulting firm Kantar released a white paper explaining how mainstreaming positive gender portrayals has a positive impact on business.
 

GenderNext, a study by ASCI and Futurebrands that looked at 600 ads across categories and spoke to consumers from 10 cities, revealed that women considered themselves more progressive than how they were depicted in mainstream advertising. Then, it is not surprising that Kantar found progressive portrayals making