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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,
