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ASCI aims to break gender stereotypes in advertising, change mindsets

The Advertising Standards Council of India (ASCI) is hoping to find an answer and help advertisers embrace positive depiction with a first-of-its-kind study on gender in advertising

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“Advertising has always been on the periphery or even a part of popular culture. This study is meant to open people’s minds to an emerging narrative,” says ASCI Chairman Subhash Kamath

Ritwik Sharma New Delhi
In advertising, what kind of gender portrayal resonates with women in India at a time they are breaking stereotypes rapidly?

The Advertising Standards Council of India (ASCI) is hoping to find an answer and help advertisers embrace positive depiction with a first-of-its-kind study on gender in advertising. It is launching the study, GenderNext, in partnership with consulting and management firm Futurebrands.

“Advertising has always been on the periphery or even a part of popular culture. This study is meant to open people’s minds to an emerging narrative,” says ASCI Chairman Subhash Kamath.

The study will have five lenses of inquiry,

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First Published: Mar 26 2021 | 6:10 AM IST

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