A new gender representation study on Indian advertising offers a comprehensive look at how portrayals of women and men have evolved across broadcast and digital platforms. Conducted by the Geena Davis Institute in collaboration with knowledge partner UNICEF India and the International Advertising Association (IAA) India Chapter, the report was officially presented at the Voice of Change Roundtable in Mumbai. The research evaluates changes in media portrayals since the initial baseline assessment in 2021.
Benchmarking Progress Across 1,000 Multilingual Advertisements
The research team analyzed 1,000 of the most-viewed multilingual television and digital commercials across India. By applying rigorous data modeling, the study tracks shifts in visibility, character roles, and physical framing. This rigorous approach allows researchers to measure real trends over a five-year period.
Measuring Gains and Identifying Persistent On-Screen Gaps
The findings show clear evidence of positive momentum across several key areas. Women appear more frequently in professional occupations today than in 2021. Furthermore, sexualized depictions have dropped, while portrayals of domestic tasks reflect more balanced family dynamics.
However, the report emphasizes that significant disparities remain. Women remain underrepresented in executive or leadership roles. Additionally, characters from diverse background identities remain largely absent from mainstream commercial narratives.
Moving Beyond Reflection to Shape Inclusive Culture
“Progress in gender representation is possible, but it is not inevitable,” said Madeline Di Nonno, President and CEO of the Geena Davis Institute. “Advertisers have a unique opportunity and responsibility to create stories that expand possibilities rather than reinforce limitations. Inclusive representation doesn’t just reflect culture; it helps shape it.”
By backing creative instincts with empirical data, the Voice of Change movement aims to help brand custodians and agencies design content that drives commercial success while modeling gender equality for young audiences.
How You Can Support Media Inclusion Research
Empirical data remains the most effective tool for transforming media narratives. Your contribution funds our research team, expands international ad studies, and equips creators with data-backed tools to remove bias from screen media.
Support our global research efforts and help bring data-driven visibility to media portrayals when you choose to Donate today.