by Joslin Joseph 10 March 2023
Advertising is a powerful tool that can shape our perceptions and attitudes towards gender roles and expectations. It is therefore important for advertisements to accurately reflect the diversity of our society and promote gender equality by breaking down detrimental stereotypes and promote positive and inclusive messaging. Historically, Indian advertisements have perpetuated harmful stereotypes about women through physical appearances, reinforcing societal expectations as homemakers and limiting their roles to that of supportive wives and mothers. During the later half of the 20th century, advertisements portrayed women as delicate and submissive, often dressed in traditional attire and engaged in domestic chores such as cooking and cleaning. These ads depicted women as passive and unassertive, with no agency or independent thoughts of their own; whose primary goal was to please their husbands and take care of the family.
Another imagery employed during the time was the portrayal of women as objects of desire, with ads featuring scantily clad women being used to sell products. Advertisements for beauty products often highlighted the importance of fair skin and depicted dark-skinned women as unattractive and undesirable. These ads reinforced the belief that fair skin was a desirable trait and equated it with beauty and success. While early Indian advertisements were undoubtedly problematic, it is essential to note that they were reflective of the societal norms of the time. While these advertisements may seem archaic, with stereotypical constructs, negative cultural attitudes, norms and out of touch with modern sensibilities, they served as a reflection of society’s attitudes towards women at the time which was bound in patriarchy and urged to reinforce the belief that women were subservient.
The rise of the beauty and fashion industry in India has also been heavily influenced by Western advertising in the 1990s, following the liberalization of India’s economy and the influx of private entities. The emphasis on fair skin and slim bodies, which were Western beauty standards, has led to a proliferation of skin-lightening and weight loss products in the Indian market. These products played-up harmful and discriminatory attitudes towards darker-skinned individuals and reinforced the belief that women must conform to narrow beauty standards to be successful. However, western advertising also introduced new ideas and concepts to the Indian market, such as gender-neutral marketing and promoting female empowerment. Brands such as Nike and Dove challenged traditional gender roles and promoted inclusivity and diversity in their advertising campaigns, which was well-received by the Indian audience.
The first decade of the 21st century saw a shift towards feminist advertising, which made its way to India, emerging as a powerful force for social change by taking many forms, from challenging beauty standards to promoting women’s rights and empowerment. It has also led to a shift in the way brands approach advertising, moving away from objectifying and sexualizing women to promoting inclusivity and diversity. “Dark is Beautiful” campaign, launched in 2009 by the non-profit organization Women of Worth, sought to challenge the notion that fair skin is the only standard of beauty and promoted acceptance and pride in one’s natural skin color. This campaign gained significant traction and gave space for a concurrent discourse on the impact of colorism and the need for greater representation and diversity in advertising. The #ShareTheLoad campaign by Ariel, featured a father teaching his son to do laundry and encouraged men to take on more household responsibilities. This campaign not only challenged traditional gender roles but also promoted a more equitable division of labor in households.
There is undoubtedly a positive shift in contemporary Indian advertising with many advertisers now featuring women in non-stereotypical roles, such as women working in male-dominated fields or women in positions of power. These ads serve to inspire women and promote their capabilities beyond just being a caregiver or homemaker. The “Kan Khajura Tesan” campaign by Unilever, targeted rural areas and featured women as decision-makers in their households. Star Plus on the other hand featured female cricketers challenging gender stereotypes and encouraging young girls to pursue their dreams in their “Nayi Soch” campaign.
However, there are still examples from the present day of regression which objectify and sexualize women. Following a backlash on social media, being accused of metastasizing colorism and promoting harmful beauty standards, Fair & Lovely in June 2020, announced that it would be changing the name of the brand to “Glow & Lovely” removing the word ‘fair’. Manforce Condoms released an ad featuring actor Sunny Leone in December 2017, seductively removing her clothes while a man watched, extending the idea that women are objects of male desire. The ad was criticized for objectifying women and the India’s Ministry of Information and Broadcasting issued an advisory requiring them to cease airing condom commercials between 6 a.m. and 10 p.m. Kent RO systems was also caught up in controversy when they released an advertisement discouraging the use of maids to knead flour for dough, claiming that their hands might be infected and suggested using the company’s product instead. After receiving criticism from the people who found it insensitive towards domestic helps who often face discrimination, the company removed the ad from their social media accounts.
This makes it clear that while many brands are taking steps towards gender equality, there is still a long way to go. They need to be authentic in their messaging and not merely use women as a marketing opportunity. Companies should go beyond simply promoting diversity in their advertising and marketing campaigns and make a concerted effort to address the underlying gender inequalities that exist within their own organizations. By breaking gender stereotypes and promoting diversity, brands can make a valuable contribution to the broader cultural shift towards a more inclusive and equitable society.