SHIFTING NARRATIVES, UNFINISHED JOURNEY

Exploring the evolving portrayal of women in Indian media, from breaking stereotypes to driving inclusivity - while traditional media pioneered change, digital platforms accelerated representation and diverse storytelling

- Reema Bhaduri & Soumya Sehgal

INDIA’S MARKETING and advertising industry has transformed over the years, with women breaking stereotypes to lead and drive inclusivity, reshaping brand engagement and representation. This transformation has fundamentally altered media narratives across platforms. While traditional media initially pioneered more authentic representation, digital media, on the other hand, have accelerated this change by democratising storytelling opportunities and enabling women-led content creation.

Entering 2025, the sector finds itself at a critical juncture—balancing progress against stubborn barriers to equality. This follows decades where Indian entertainment predominantly confined women to limiting roles—submissive homemakers, glamourised love interests or self-sacrificing figures. Recent findings from the Geena Davis Institute illuminate the same: professional women appear in merely 10 per cent of Indian advertisements, while nearly two-thirds (62 per cent) continue to portray women primarily as homemakers.

Women on the Rise

According to the 2023 Gender Diversity Benchmark Report by the Advertising Agencies Association of India (AAAI), women comprise over 40 per cent of the workforce across leading agencies and approximately 30 per cent of leadership roles as national and executive creative directors. This upward trajectory continues in 2025, with women holding 36 per cent of leadership positions nationwide, exceeding global averages. The shift is statistical and represents a fundamental change in how advertising narratives are conceived and executed.