Media content shapes how society views potential, equality, and social norms. In a major research release, the Geena Davis Institute, in collaboration with UNICEF India and the International Advertising Association (IAA) India Chapter, has published its midline report on gender representation in Indian advertising. The quantitative study analyzes 1,000 highly viewed television advertisements, comparing content from 2019 to 2024 to measure progress and identify persistent inclusion gaps.
Key Findings: Narrowing Gaps and Persistent Disparities
The data reveals a nuanced landscape marked by measurable progress alongside lingering inequalities. Between 2019 and 2024, gender gaps narrowed across several prominent categories. Female representation among characters aged 50 and older increased, reducing a longstanding age gap that heavily favored men. Additionally, ads showed slight improvements in depicting women in professional settings and workplace leadership.
However, overall numerical parity remains stagnant. Female characters accounted for 48.7% of all characters in 2024, down slightly from 49.6% in 2019. Furthermore, male characters continue to dominate speaking roles and narrative leads in comedic messaging.
Skin Tone and Sexualization: Areas Requiring Urgent Attention
While age and leadership portrayals showed positive shifts, colorism and sexualization remain distinct challenges. The study found that skin tone disparities actually widened over the five-year period. Male characters saw gains in medium and dark skin tone representation, while female characters remained heavily skewed toward lighter skin tones.
Sexual objectification also continues to affect female characters at significantly higher rates than male characters. The rate of sexualized portrayals for women dropped by less than one percentage point, moving from 4.7% in 2019 to 3.9% in 2024. These findings emphasize that superficial presence alone does not guarantee respectful or authentic depiction.
Actionable Recommendations for Brands and Media Leaders
To foster lasting equity, the report outlines clear benchmarks for advertisers, agencies, and governing bodies. Brands are encouraged to establish internal standards for equal screen time, speaking roles, and intersectional casting choices. Creatives can actively dismantle traditional tropes by featuring women in comedic lead roles and showing men engaging in domestic caregiving and household responsibilities.
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