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Defending its 2019 law criminalising <keyword id="20415107" type="General" weightage="100" keywordseo="triple-talaq" source="keywords">triple talaq</keyword>, the Centre has told the <keyword id="19895345" type="General" weightage="20" keywordseo="Supreme-Court" source="keywords">Supreme Court</keyword> that the practice is "fatal" for the social institution of <keyword id="19896575" type="General" weightage="20" keywordseo="marriage" source="keywords">marriage</keyword>. In an affidavit filed in response to petitions challenging the law, the Union of India said despite the top court setting aside the practice in 2017, it has "not worked as a sufficient deterrent in bringing down the number of divorces by this practice" among the members of the community. "It is submitted that Parliament in its wisdom has enacted the impugned Act to protect the rights of married <keyword id="19943278" type="General" weightage="20" keywordseo="Muslim-women" source="keywords">Muslim women</keyword> who are being divorced by triple talaq. "The impugned Act helps in ensuring the larger constitutional goals of <keyword id="20809677" type="General" weightage="20" keywordseo="gender-justice" source="keywords">gender justice</keyword> and <keyword id="20250318" type="General" weightage="20" keywordseo="gender-equality" source="keywords">gender equality</keyword> of married Muslim women and helps subserve their fundamental rights of non-discrimination and empowerment," the affidavit said. On 22 August 2017, the <keyword id="19936355" type="General" weightage="20" keywordseo="apex-court" source="keywords">apex court</keyword> had declared instant triple talaq (talaq-e-biddah) unconstitutional. On August 23, 2019, the top court agreed to examine the validity of the Muslim Women (Protection of Rights on Marriage) Act, 2019. Violation of the law entails imprisonment of up to three years. Two Muslim organisations -- <keyword id="22278513" type="General" weightage="20" keywordseo="Jamiat-Ulama-I-Hind" source="keywords" meta.keywordsubtype="org" meta.entityname="Jamiat Ulama-I-Hind" meta.hostid="261" meta.entityid="Jamiat Ulama-I-Hind">Jamiat Ulama-I-Hind</keyword> and Samastha Kerala Jamiathul Ulema -- have urged the court to declare the law "unconstitutional". Jamiat claimed in its petition that "criminalising a mode of <keyword id="19911325" type="General" weightage="20" keywordseo="divorce" source="keywords">divorce</keyword> in one particular religion while keeping the subject of marriage and divorce in other religions only within the purview of civil law, leads to discrimination, which is not in conformity with the mandate of Article 15".

Centre defends 2019 law on triple talaq in SC, says practice 'fatal' for marriage

After the Supreme Court ruled on June 10 that a <keyword id="20100511" type="General" weightage="20" keywordseo="Muslim-woman" source="keywords">Muslim woman</keyword> is entitled to claim <keyword id="22407616" type="General" weightage="20" keywordseo="maintenance-after-divorce" source="keywords">maintenance after divorce</keyword>, <keyword id="20066703" type="General" weightage="20" keywordseo="National-Commission-for-Women" source="keywords" meta.keywordsubtype="org" meta.entityname="National Commission for Women" meta.hostid="261" meta.entityid="National Commission for Women">National Commission for Women</keyword> (NCW) Chairperson Rekha Sharma welcomed the decision and stated that all <keyword id="20013419" type="General" weightage="20" keywordseo="personal-laws" source="keywords">personal laws</keyword> related to women should be equal across all religions. Speaking to ANI, Rekha Sharma said, "I always say that <keyword id="19927138" type="General" weightage="100" keywordseo="womens-rights" source="keywords">women's rights</keyword> should be universal and not determined based on <keyword id="19969367" type="General" weightage="20" keywordseo="religion" source="keywords">religion</keyword>. All personal laws related to women should be equal across all religions. Under the Hindu Marriage Act, you get alimony after divorce, so why should a Muslim woman not get it? I welcome what the Supreme Court has said." The Supreme Court on June 10 ruled that a divorced Muslim woman is entitled to seek maintenance from her husband under Section 125 of the Criminal Procedure Code (CrPC), asserting that any discrimination against Muslim women in matters of alimony under the secular laws of the country would be regressive and against <keyword id="20809677" type="General" weightage="20" keywordseo="gender-justice" source="keywords">gender justice</keyword> and equality. Earlier, the <keyword id="20066702" type="General" weightage="20" keywordseo="NCW-chief" source="keywords">NCW chief</keyword> wholeheartedly welcomed the Supreme Court's landmark ruling, stating that the decision is a significant step towards ensuring <keyword id="20250318" type="General" weightage="20" keywordseo="gender-equality" source="keywords">gender equality</keyword> and justice for all women, regardless of their religion. The NCW Chairperson emphasised that the decision reinforces the principle that no woman should be left without support and protection under the law. The NCW remains committed to advocating for women's rights and ensuring that justice prevails for every woman in India, she emphasised. Rekha Sharma also addressed the "lewd" comment incident that occurred earlier regarding a picture of the widow of Kirti Chakra recipient Captain Anshuman Singh. NCW chief Rekha Sharma said, "It was a very derogatory comment that we saw on social media, and we immediately took suo motu cognizance of it. The police have filed an FIR against this person. However, the individual is most likely from Pakistan." "Many such comments are being made, and we are taking those comments very seriously and urging the police to file FIRs in those cases as well," she added. Delhi Police acknowledged the National Commission for Women's (NCW) letter to the Delhi Commissioner of Police, demanding the arrest of the man and submission of a detailed report to the panel within three days. The police said a complaint was received from the National Commission for Women, alleging that a social media user had made an extremely lewd and derogatory comment on a picture of the widow of a late soldier. Taking cognizance of the complaint and after a preliminary examination of its contents, a case FIR under Sections 79, BNS-2023, and Section 67 of the IT Act 2000 has been registered at the Police Station Special Cell, and an investigation is underway. Captain Anshuman Singh, a doctor, was posted with the 26 Punjab as a medical officer in the Siachen Glacier area. On the night of July 19, 2023, there was a fire incident at an Indian Army ammunition dump at the camp where he was posted. Captain Singh saw a fibreglass hut engulfed in fire and immediately acted to rescue four to five individuals trapped inside. He went inside the medical investigation room, which was also on fire, to retrieve the critical medical aid box but could not make it out due to heavy fire amid strong winds. He was awarded the Kirti Chakra posthumously. Captain Singh's wife, Smriti, and his mother received the award from President Droupadi Murmu.

All personal laws related to women should be equal across all religions: NCW chief Rekha Sharma

July is abuzz with news of the upcoming union budget, which Finance Minister <keyword id="19916618" type="General" weightage="20" keywordseo="nirmala-sitharaman" source="keywords">Nirmala Sitharaman</keyword> will present on July 23, 2024. But you couldn't care less, because you’ve already decided that you’ll tune it all out, as soon as our beloved Nirmala Tai starts her budget presentations in the parliament. We get it, having spent less than three decades on this planet, we GenZers have already had a tough time understanding the complexities of the modern world affecting our daily life. When it comes to our national finances, we just can’t seem to make any sense of the words spoken, and the general vibe of complicated terms like <keyword id="19942084" type="General" weightage="20" keywordseo="Fiscal-Deficit" source="keywords">fiscal deficit</keyword> and <keyword id="20018917" type="General" weightage="20" keywordseo="Capital-Expenditure" source="keywords">capital expenditure</keyword> is extremely off-putting! So, why bother? Don’t worry, we have got you covered. As we step into an unforgiving adult world, it's time to tune in, as the Union Budget often has direct implications on your personal finances. To help you start, here’s your very own budget glossary, which will let you decode all budget-related mumbo-jumbo, the <keyword id="20246469" type="General" weightage="20" keywordseo="GenZ" source="keywords">GenZ</keyword> way. A: Annual Financial Statement Think of this as a simple breakdown of how much money the government has received and spent over three time periods — the current year, the previous year, and the budget (upcoming) year. This is required under Article 112 of the Indian Constitution. It has three parts: <ul><li>The consolidated fund of India, consisting of revenue received by the government as direct and indirect taxes, and loans</li><li>Contingency fund of India for emergencies, or disaster management</li><li>Public Account of India — our money that the government receives under various schemes like PPF, small savings and more </li></ul>B: <keyword id="20313429" type="General" weightage="20" keywordseo="Budget-Estimates" source="keywords">Budget Estimates</keyword> Say you set aside Rs 25,000 this month from your salary, to buy an uber-cool smartwatch. But you find a sweet steal deal on Amazon and manage to grab it for just Rs 20,000. The Rs 25,000 you set aside from your monthly budget was an estimate. In the same way, the government sets aside a specific sum for every project or scheme based on its estimates, but in the end, the actual expenses may vary. C: Capital Expenditure See the government allocating funds left, right and centre for building highways, improving rail connectivity, or developing other infrastructures? That's capital expenditure, or capex. The idea of undertaking capex is to build something for the long term, something which keeps contributing to the economy’s growth, long after its creation. D: Divestments Divesting means to sell off and let go of one’s stakeholding or ownership in a company or enterprise. The government generally divests its shares in various public undertakings to raise funds. Remember the much-touted IPO of Life Insurance Corporation of India (LIC) LIC’s IPO in May 2022? That was the government divesting 3.5% of its share in the insurance behemoth. E: Economic Survey This is a snapshot (and a pretty long one) of all the major economic developments that have taken place in the country during a particular financial year. It is usually released a day before the full budget, highlighting the performance of various government schemes, trends seen in various sectors of the economy, the policy initiatives taken by the government, and where the economy is going in the near future. F: Fiscal Deficit As daunting as it sounds, what if I tell you that most of us are perennially in a state of fiscal deficit? Surprised? It's simply when your spending exceeds your earnings. So, it gives you an estimate of how much you need to borrow, to tide over. Turns out, the government isn't faring great either, given that its fiscal deficit, or the difference between its revenue and expenditure currently stands at a staggering Rs 16,85,494 crores, or about 5.1% of India’s <keyword id="19904293" type="General" weightage="20" keywordseo="GDP" source="keywords">GDP</keyword>. G: GDP Gross Domestic Product is the collective monetary value of all the goods produced and services rendered in the country, during a particular period. In other words, it is the combined total of the economic output that is generated by 141.72 crore Indians like us, expressed monetarily. As of 2024, India’s GDP stood at $3.9 trillion. GDP is a measure of how healthy and strong an economy is. Some of the world’s biggest economies, like China and the US, have a GDP of $18.5 trillion and $28.7 trillion, respectively. G: <keyword id="20411624" type="General" weightage="20" keywordseo="Gender-Budgeting" source="keywords">Gender budgeting</keyword> When achieving gender equality, and addressing challenges women face by way of allocating resources and formulating policies accordingly becomes key to preparing a budget, it's known as gender-based budgeting. Such a budget ensures that distribution of public resources between men and women is not heavily skewed towards the former. In 2023-24, India’s gender budget swelled 4.3% to Rs 2.23 trillion, which is about 4.9% of the overall budget. H: <keyword id="21458145" type="General" weightage="20" keywordseo="Household-Income" source="keywords">Household Income</keyword> The total money earned by everyone in your home makes for your household income. So, if you are a family of 4, where your younger sister is studying, and you, along with your parents earn a total of say Rs 25,00,000 per annum, that is your household income. As of 2022-23, India’s average household income stood at Rs 3.6 lakh/annum. O: Outcome of Budget This is a statement of the outcomes achieved by various government departments with the budget allocated to them last year. It answers questions like was the money spent on purposes it was sanctioned for? What was the output achieved? Think of this as a report card, detailing your progress, or money spent during the year, and is indicative of what more needs to be done to achieve the desired results. R: Revised estimates Say are saving up Rs 70,000 for your buying the latest iPhone. But a few months down, you realize that the price point has changed as the release date approaches, and it is likely to cost about Rs 85,000 now. You see, your initial estimate was Rs 70,000, but then, you revised your estimated requirement to Rs 85,000. The government works no differently. 6-months after the budget presentation, the government assesses if the money granted to scheme A is sufficient, or does it need more funds. Are there any other schemes that need more fund allocation? The new, revised estimates then become the benchmark of functioning, against which actual expenditures are compared. S: Subsidy This is a sum that the government gives to an industry or business, with the objective to keep its prices for the general public low. The government pitches in to pay a part of production costs, so that the public does not end up bearing the entire burden of the cost. Remember the recently discontinued FAME (Faster Adoption and Manufacturing of Electric Vehicles) subsidy on electric vehicles (EV) schemes, which boosted EV adoption amongst Indians. Imagine your elder brother or sister funds 40% of your much awaited Goa trip, without wanting anything in return, for the simple purpose of you having fun! That's them subsidizing your travel! V: Vote on Account Remember Nirmala Tai presented an interim budget this year in February, given that elections were due in May? In an election year, the incumbent government does not present a full fledged budget, because who knows if they’ll be voted back to power or not? So, to tide over the next few months before a new government is brought back to power, the government seeks vote on account, which is basically permission or grant needed to fund expenditures for the next few months. Z: Zero-based budgeting The term refers to a budgeting method in which all expenses must be justified for each new period, starting from a "zero base." Think of it like starting with a blank piece of paper every time you make a plan for how to spend your money. Instead of just changing what you spent last year, you think carefully about every rupee you need and why you need it. In 1986, the Indian government implemented ZBB as a system for determining the Expenditure Budget, making it compulsory for all ministries. However, implementation and application of this approach have remained inconsistent in the later years. So, it's time to listen to Tai with rapt attention, and flaunt your newfound budget dictionary to those still afraid of endless budget jargons!

Budget A-Z, for the GenZ: A fun and handy guide for major terms around upcoming Union Budget

Women in Iceland want you to know it's not a gender equality utopia, despite what the statistics say

<ul><li>Its 2022, and yet 83% women feel that men don’t see women as equal.</li><li>Ariel's new #ShareTheLoad film See Equal aims to get men to think and introspect their actions at home.</li></ul> Over the last 7 years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched the #SeeEqual film, to inaugurate the 5th edition of ShareTheLoad. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is urging men to be equal partners playing Equal roles. Because when we see equal, we #ShareTheLoad. During the lockdown, everyone got confined to their homes which transformed into offices, schools, playgrounds overnight. So many men took to household chores actively and proudly- be it cleaning, cooking or laundry. And while this trend faded as the pandemic eased out, it established that men are open to change and can take up chores when needed. Additionally, a new study by an independent third party revealed a startling fact - 73%* men agreed that they did their share of household chores when they were staying with other men or roommates. So, if men have taken responsibility of chores in the past, what stops them from doing this as partners? Ariel's new film- See Equal raises this pertinent question to men. The reason for this disparity could be many but it was alarming to find that 80% women believe their partners know how to do household tasks but choose not to do them. The same men, who chose to take up household chores when living with other men, are not doing their share of work in the house with their wives. This ‘choice’ signaled a mindset issue arising from years of unconscious bias, and 83% women felt that men don’t see women as equal when it comes to housework. By raising a pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?” Ariel is reminding families, that true equality is only reflected when domestic chores are shared. Because when we SEE EQUAL, we SHARE THE LOAD! <div type="Youtube" id="DA64FF7MR58" title="When we #SeeEqual, we #ShareTheLoad" thumbUrl="https://i.ytimg.com/vi/DA64FF7MR58/mqdefault.jpg"></div> The film is about a woman, who visits the neighbours with her husband. Looking at the two men go about their morning tasks in complete harmony and both contributing equally, she points this out to her husband. The man casually recollects how he used to split all chores back in the day with his college roommate. This incident, along with a few more, make the woman realise that she is not being seen and treated as an equal. After mulling over it, she takes a stand for herself and shares her realisation with her husband, demanding to be seen as an equal. This conversation makes the husband realise, who vouches to drop his bias and ShareTheLoad. The film is fully reflective of the reality of today’s times. On one hand, the woman refuses to accept inequality in her marriage, and on the other, it depicts what men are capable of and how it is that they are changing. The neighbours in the film could be roommates, friends, brothers or in a relationship themselves, but irrespective of their relationship, they represent the men of today who are open to change. While there are many men who have started to do more, a lot of them even take up their full share of responsibilities within the home and ShareTheLoad equally. This is possible only when they See Equal. An exciting panel came together to launch the 5th edition of #ShareTheLoad, comprising of Genelia and Ritesh Deshmukh – Actors, Producers, Entrepreneurs, Environmentalists, Dr. Nandita from Akshara Centre - an NGO whose vision to establish a gender just and violence free society, and works tirelessly towards it, Sharat Verma - Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India, Josy Paul - Chairman &amp; Chief Creative Officer, <keyword id="198975" type="General" weightage="20" keywordseo="bbdo-india" source="Orion">BBDO India</keyword>. The panel was moderated by Shibani Dandekar. In a never-seen-before act, celebrity guest Genelia D’Souza went invisible at the launch of Ariel’s #ShareTheLoad movement to drive a strong message- “If women are not being seen as equals by their partners, they are almost invisible in the relationship”. Genelia and Riteish, who embody an equal relationship, came forward to talk about the importance of equality within the household at the event The vivacious Genelia said, “Not sharing the load, not seeing me as equal, would be a deal breaker. We Share the Load no matter what - be it with kitchen chores, parenting or laundry. There is nothing like his job or my job. It’s a world we have built, and we are in it together forever. I believe if you really love your spouse and see her as an equal, there is no reason why you won’t divide the chores or any tasks equally. I am so glad to see a brand like Ariel continuing to push for domestic equality and unearth such compelling insights that are sure to create conversations and action” Supporting the #ShareTheLoad movement, actor Riteish Deshmukh said, “Ariel’s #SeeEqual film is an eye opener for most men including me. While I have always tried to be Genelia’s best friend and her constant support, we men do at times tend to overlook piled-up laundry or a sink full of dirty utensils. This film is a reminder to be more conscious and aware, and deliberately try to overcome our conditioned mindsets. Share The Load should be a norm not an exception. Since change begins at home, I urge all everyone to treat their partners with equality and respect and most importantly See them as EQUAL. Because only when we See Equal, we ShareTheLoad equally.” “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight - when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad” said Sharat Verma, Chief Marketing Officer, P&amp;G India, and Vice President, Fabric Care, P&amp;G India. “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.” said Josy Paul, Chairman &amp; Chief Creative Officer, BBDO India.

Ariel's latest ad asks, "If men can share the load equally with other men, why are they not doing it with their wives?"

<ul><li>When you are fighting a never-ending battle against age-old norms and working towards building an inclusive future for all genders beyond the binary, every small step counts.</li><li>This listicle is an effort to appreciate brands and advertising agencies that gave under-represented communities a much-needed chance to voice their concerns through their advertising campaigns.</li></ul>The first half of 2021 gave us some unpleasant personal memories that we all want to bury but the second half gave us some incredible campaigns that pushed the advertising and marketing industry a step forward towards inclusivity. These campaigns gave us hope that there will be a better tomorrow and reminded us to keep believing in ourselves. Some brand campaigns were like a warm hug that made us miss our childhood days -- when we didn’t have to worry about hustling remotely and catching a deadly virus -- and some encouraged us to keep fighting for gender equality. According to a study conducted by Cannes Lions and Google, consumers in APAC want to see more groups represented in marketing, and there’s a <a href="https://www.thinkwithgoogle.com/intl/en-apac/feature/year-in-search-for-brands/">strong appetite for more inclusive content</a>. But as per their research, it seems not enough inclusive content is being created. Only 1 in 5 consumers feel represented in the ads they see. The same research found that male characters in ads are significantly more likely to be shown as having an occupation than female characters (25.5% compared with 16.7%) and are shown as funnier than female characters (22.1% compared with 15.4%), while female characters are more sexualized than male characters — female characters are 4X more likely to be shown in revealing clothing than male characters (10.8% compared with 2.25%). However, there’s still hope. The Indian advertising and marketing world has taken a few baby steps towards gender equality and inclusivity this year. In this listicle, we look at a few brand campaigns that challenged regressive gender and cultural notions in an attempt to make a difference. UNAIDS’ The Mirror | Agency: FCB India The film, ‘The Mirror,’ portrays a young boy who is pouting and opts out of playing with other children during a big Indian kite festival. His mother eggs him on but he sneaks off downstairs alone. He drapes himself in a woman’s scarf, and smiles as he sees his reflection in a mirror. Moments later, his mother and his grandmother catch him dancing dressed up. The music track stops, and the women stare at the boy. A few seconds of dread pass by and suddenly the women join him. This advertisement by FCB India and UNAIDS highlighted how gender diversity is not a lifestyle choice but an inherent right of all people. Gender stereotypes, especially towards LGBTIQ+, lead to stigma and discrimination. This is more pronounced in children and adolescents as diversity among them is not commonly understood and society puts massive pressure on them to conform to assigned gender norms at birth. <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div> Bhima’s Pure as Love | Agency: Animal Bhima Jewellery's ad shows us the journey of a brooding, unshaven boy who, thanks to the love and support of his loving, supportive family, transforms into a happy, confident young woman. The story is told with such simplicity and so much sensitivity that you rejoice with the character by the end of the film. What works in favor of the brand is, its inclusion in the story doesn’t feel forced. It is just seamlessly a part of the narrative. The young man is slowly growing more accepting towards himself, there is a lot of acceptance from everyone around him too. The film is full of love and the jewellery is just a part of the narrative. It is present, almost in every frame, but never the main focus. <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div> Elegant Steel’s Nari Shakti - The Steel Within | Agency: FCB India Launched during Navratri, this campaign pointed out how the irony of celebrating Nari Shakti and female power for the nine days is very stark. Because for the rest of the year, we get busy dis-empowering her. How this biased narrative is maintained is through words. Cruel words, words aimed to put you in boxes, words to shame, words to make sure you never ever discover your true power within. When even one woman, refuses to succumb to this narrative, the swords and the pitchforks come out. Because you see, one woman freeing herself from the narrative, can inspire millions to break free, refuse to be cowed down and write their own story. This campaign celebrates women and the power they find within themselves to fight for a seat at the table and hopes for a better future for them. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Mohey’s Kanyamaan In India, weddings are all about rituals and traditions that bring about a happy union. These age-old Hindu rituals have been an intrinsic part of our society and one of the most important being ‘Kanyadaan.’ Questioning this outdate practice, Alia Bhatt and Mohey’s ad aimed to promote a more inclusive and equal space for women in marriage and in life. It strives for a balance between tradition and equality. Through the film, Alia talks about a new idea that creates a union between the ritual itself and its underlying thought process placed in modern context. However, the campaign did not well with social media trolls. They called for a boycott on the brand for targeting Hindu religion but the brand did not bow down. The campaign was an important reminder that we need to take another look at regressive practices that benefit patriarchy. <div type="Youtube" id="hUNAMOCocDE" title="Alia Bhatt Mohey Manyavar Ad TVC" thumbUrl="https://i.ytimg.com/vi/hUNAMOCocDE/mqdefault.jpg"></div> Vim’s Nazariya Badlo, Dekho Bartano Se Aage | Agency: Lowe Lintas The TVC was a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Saffola’s Rakhna Heart ka Khayal | Agency: Mullen Lintas Moving away from the stereotypical gender role of a woman taking care of the husband and the family’s health, Saffola’s film reversed gender roles and showcased a modern couple where the husband is looking after his wife. It portrays the husband as the one who is concerned about the stress his wife goes through at work and its impact on her heart. While he cannot take away her stress, no matter how much he would like to, he does what’s in his control to take care of her heart. With this ad, Saffola and Mullen Lintas challenged the stereotypical FMCG ads we are tired of seeing. <div type="Youtube" id="VHqQwPCAT10" title="Saffola Gold Stress Film|Hindi|30sec" thumbUrl="https://i.ytimg.com/vi/VHqQwPCAT10/mqdefault.jpg"></div> Boondh’s UnGender Menstruation | Agency: Schbang Menstruation has historically been a taboo subject in India. In recent times, while a lot of conversation has driven the discourse out into a space of open discussion, most of it has been led by cisgender women. The highly feminised language around menstruation has caused thousands of non-cisgender-women menstruators to wake up and still feel incorrect about a physiological process that doesn’t define their identity. To tackle the lack of representation in this space, Schbang For Good, the impact communication division of Schbang and Boondh Social Foundation had collaborated on Menstrual Hygiene Day, to shed light on the experiences of menstruating people who do not identify as cis-woman and highlight the shared struggles of every menstruator. Cadbury’s Kuch Khaas Hai | Agency: Ogilvy India Who hasn’t heard about Cadbury’s remake of Kuch Khass Hai ad? This campaign by Ogilvy India started a conversation on nostalgia and gender equality. The ad reversed the gender roles and normalised men showing emotions and cheering for their women partners. <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div> Dove India’s StopTheBeautyTest | Agency: Ogilvy Dove’s StopTheBeautyTest film walked us through hard-hitting, real stories of beauty-based judgment and rejection faced by women during the matchmaking process, and the impact this has on their self-esteem. <div type="Youtube" id="E3kWzRB6Yy8" title="Dove | #StopTheBeautyTest (Hindi)" thumbUrl="https://i.ytimg.com/vi/E3kWzRB6Yy8/mqdefault.jpg"></div> Swiggy’s Women’s Day ad Swiggy’s campaign aimed to bring about a change in the objectionable images of women that pop up when one searches for the term ‘Desi Masala.’ Swiggy urged its users to flood the Internet with posts and pictures tagging authentic Indian spices on websites, blogs, forums, and social media platforms that will help get rid of the lurid connotation that currently exists. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> WeWork’s Women Day ad This campaign showed how stereotypes and biases at the workplace still haven't changed across the world. <div type="Youtube" id="9RMIdAEYLnE" title="WeWork India | International Women's Day 2021" thumbUrl="https://i.ytimg.com/vi/9RMIdAEYLnE/mqdefault.jpg"></div>

10 Indian campaigns that made great strides towards gender equality and inclusivity in 2021

<ul><li><keyword id="1558972" type="General" weightage="20" keywordseo="vim" source="Orion">Vim</keyword>'s campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house.</li><li>It is conceptualised by Lowe Lintas. </li></ul>Indian women are successfully thriving in numerous fields. They have big dreams and take pride in expressing themselves – as homemakers, as mothers, as artists or as CEOs! Caregiving and household chores are only a part of and not their only responsibilities. But societal limitations of defining them only through chores obstruct them. VIM’s latest ad campaign - ‘Nazariya Badlo, Dekho Bartano Se Aage’ is a nudge to society to see women beyond archaic roles. The TVC is a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Commenting on the launch of the campaign, <keyword id="7230683" type="General" weightage="20" keywordseo="prabha-narasimhan" source="Orion">Prabha Narasimhan</keyword>, Executive Director &amp; VP – Home Care, South Asia said, “Vim is the market leader in Dishwash by far and has helped make the dishwashing process easier and hassle-free over the ages. We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than chores, but sometimes get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with ‘Nazariya Badlo, Dekho Bartano Se Aage’. Speaking about the same, <keyword id="3433640" type="General" weightage="20" keywordseo="prateek-bhardwaj" source="Orion">Prateek Bhardwaj</keyword>, Chief Creative Officer – Lowe Lintas said, “This campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging the society to realize this double standard that exists was at the heart of this campaign." Brand Team: Prabha Narasimhan: Executive Director &amp; VP – Home Care, South Asia Aditya Kashyap: General Manager Home and Hygiene, Home Care, South Asia Agency Credits: Chief Creative Officer: Prateek Bhardwaj Chief Operating Officer: Anaheeta Goenka Strategy President: Kunal Joshi VP, Planning: Sundernarayan Venkataramani Regional Creative Director: Shayondeep Pal Group CD and Copywriter: Sidhant Mago Group CD (Art): Zeth AP &amp; Sushant Joshi AVP Account Management: Arjun Hari Client Services Director: Arpita Chakraborty Account Manager: Triptesh Mehta Production House: Chrome Pictures Director: Amit Sharma Executive Producer: Abhishek Notani Producer &amp; Editor: Richa Sharma

Vim's new ad is a nudge to society to see women beyond archaic roles

In a landmark decision, the <keyword id="6354756" type="General" weightage="100" keywordseo="bcci" source="Orion">BCCI</keyword> on Thursday announced equal match fees for its centrally-contracted female and male players in a bid to promote gender equality in the country's most popular sport. As per the newly introduced system, the Indian women's cricketers will now receive Rs 15 lakh per Test, Rs 6 lakh per ODI, and Rs 3 lakh per T20I, the same as their male counterparts. Earlier, the women players received Rs one lakh each for ODIs and T20Is while the match fee for a Test match was Rs four lakh. The decision was taken at the BCCI Apex Council emergent meeting. BCCI President Roger Binny said, "This decision sets the platform to grow and develop <keyword id="1521" type="General" weightage="50" keywordseo="cricket" source="Orion">cricket</keyword>. I believe this is a significant step forward for women's cricket and the game overall." BCCI secretary <keyword id="210899" type="General" weightage="50" keywordseo="jay-shah" source="Orion">Jay Shah</keyword> said pay equity is an important step towards tackling discrimination. "This is a landmark decision as we enter a new era in India Cricket. I would like to thank my colleagues in the BCCI Apex Council," he said. Earlier this year, New Zealand Cricket (NZC) had struck a deal with the country's players' association, which enabled the women cricketers to earn as much as the male players, while <keyword id="44302" type="General" weightage="50" keywordseo="cricket-australia" source="Orion">Cricket Australia</keyword> (CA) is also working to do away with gender disparity. India thus became only the second country in international cricket to implement equal pay. In the last two years, which included the shutdown brought about by the COVID-19 pandemic, the India men's team has played as many as 21 Tests while in the same period, the women's side has featured in only two one-off Tests on the tour England and Australia respectively. The announcement comes days after IPL chairman Arun Dhumal, who served as the board's treasurer in the last dispensation, said the BCCI treasury has increased by nearly Rs 6000 crore in the last three years. In his note to the members at the last Annual General Meeting (AGM), Dhumal mentioned that when the last team took charge of the Board from the CoA in 2019, the BCCI's coffers had funds of Rs 3648 crores. "We are handing over an organisation that sits over a treasury of Rs 9629 crores of funds, which is roughly thrice of what we got at the time of our taking over from CoA," Dhumal wrote in his note as the outgoing treasurer. "This is remarkable in the light of the fact that the disbursement to the state associations has seen a jump of nearly 5 times; from Rs 680 crores during the CoA tenure to Rs 3295 crores now to the state associations," Dhumal added. On expected lines, the decision was welcomed by the cricket fraternity." It's a historic move. It's a new dawn for women's cricket. Things were already moving ahead. WIPL together with pay equity policy are steps to get women's cricket to where men's cricket is today," the legendary Mithali Raj told PTI when called for her reaction." As a member of the women's cricket fraternity, I thank the BCCI and honorary secretary, Jay Shah, for this announcement. We are already witnessing the growth and popularity of women's cricket from 2017 till now. It's a great move in the right direction." Outgoing Apex Council member and former India player Shantha Rangaswamy, who attended the meeting, said, "This is a revolutionary decision by the BCCI. The decision shows that India treats its women equally and there is no gender discrimination. Would like to thank Jay Shah, Roger Binny and Rajeev Shukla for taking this momentous decision." Former India player Harbhajan Singh also hailed the BCCI's decision to bring parity in the match fee. "BCCI has set a standard for other sports bodies. It will encourage greater participation of women in the game. A historic milestone indeed!," the spin great wrote on Twitter. Recently, the Indian women's cricket team triumphed in the Asia Cup in Bangladesh, beating Sri Lanka by eight wickets. The team also won the country's first-ever silver medal in cricket at the Commonwealth Games in Birmingham earlier this year. In the last Annual General Meeting (AGM) of BCCI, the cricket board also announced the first-ever women's IPL that is scheduled to take place next year. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/careers/news/61-professionals-tell-their-families-what-they-earn-not-co-workers-or-friends-survey/articleshow/95113395.cms">61% professionals tell their families what they earn, not co-workers or friends: survey</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sports/news/world-champion-arm-wrestler-margaret-pathaw-gets-rs-5-lakh-award-from-meghalaya-govt/articleshow/95116073.cms">World champion arm wrestler Margaret Pathaw gets Rs 5 lakh award from Meghalaya govt</a>

BCCI bridges the gender pay gap, announces equal match fees to male and female players

<ul><li>"An industry known to be a flag-bearer of out-of-the-box thinking seemed to be turning a blind eye to something as pertinent as <keyword id="6372584" type="General" weightage="20" keywordseo="gender-equality" source="Orion">gender equality</keyword>," says Raj Nair, CEO &amp; Chief Creative Officer, Madison BMB. </li><li><keyword id="1546917" type="General" weightage="20" keywordseo="IAA" source="Orion">IAA</keyword> launches a new campaign to bring change. </li></ul>The India Chapter of the International Advertising Association (IAA) is driving a campaign aimed at the marcom industry, urging it to be more aware and sensitive to gender related issues in all its communication. <div type="image" title="post R5-03" msid="86360063" hostid="261"></div> <keyword id="4722871" type="General" weightage="20" keywordseo="megha-tata" source="Orion">Megha Tata</keyword>, President IAA India &amp; Managing Director – South Asia Discovery Communications India says IAA President Megha Tata," The unique survey we helped UNICEF and the Geena Davis Foundation conduct on the portrayal of women in Indian advertising threw up several interesting findings. We felt that a creative campaign that highlighted these findings could help our content creators focus on such points in a very positive way and collectively become what we call the Voice of Change." Raj Nair, CEO &amp; Chief Creative Officer, Madison BMB, whose team consisting of Rohan Joseph and Vallabh Yeolekar created the campaign, says, "It’s amazing that even in the 21st century, we continue to address bias related to gender, skin tone, male dominated settings when we are simultaneously discovering space tourism, breakthroughs in cancer cures and the like. Just goes to show that even in our seemingly more aware world of communication, these cliched tropes are very much in play." A study of gender representations in ads in India threw up some startling facts. An industry known to be a flag-bearer of out-of-the-box thinking seemed to be turning a blind eye to something as pertinent as gender equality. This campaign puts forward some uncomfortable truths and aims to be an eye-opener for the Indian advertising and media industry to be more aware and sensitive in their thought process. We leaped at the opportunity to hold a mirror to ourselves. And to help IAA continue to be the Voice Of Change."

IAA launches a new campaign to urge the marcom industry to be more aware and sensitive to gender-related issues in all its communication

<ul><li><keyword id="4550079" type="General" weightage="20" keywordseo="genz" source="Orion">GenZ</keyword> are conscious of the damaging effects of leading someone on, finds a QuackQuack survey.</li><li>The expectation of men taking the lead in <keyword id="6367193" type="General" weightage="20" keywordseo="dating" source="Orion">dating</keyword> is deemed <keyword id="25913" type="General" weightage="20" keywordseo="toxic" source="Orion">toxic</keyword> and sexist by 19% of men between the ages of 23 to 26. </li><li>GenZ men between the ages of 18 to 22 acknowledge that there is a delicate balance between persuasion and <keyword id="6367610" type="General" weightage="20" keywordseo="harassment" source="Orion">harassment</keyword>.</li></ul>‘The Times They Are a-Changin,’ Bob Dylan famously wrote in 1964. Twenty years later, Freddie Mercury crooned ‘I Want To Break Free’. Cut to 2023, Harry Styles has just completed 170-odd-shows of his ‘Love on Tour’ where he encouraged his audience to “be themselves”. It seems that when it comes to dating, the present generation, or the GenZ, are amalgamating these thoughts as they strive to get out of ‘toxic standards’ set by their predecessors. In a recent poll conducted by dating app QuackQuack, 18,000 daters from across India were asked about improving the dating experience. The poll revealed that 51% of GenZ daters firmly believe that breaking free from toxic dating standards set by previous generations is essential to forge a new path towards a more comfortable dating environment for all. One notable observation from the poll is that GenZ participants, particularly those aged between 18 and 26, highlighted the damaging effects of leading someone on with false pretences of interest. Instead, they advocate for honest and kind communication when letting someone down. Among the participants, 57% are students, 34% are employed, and 9% are working professionals who are simultaneously pursuing higher studies. <cmsannotation type="cmsannotation" annotationid="No means No" comment="subhead" text="No means No">No means No</cmsannotation> The GenZ daters seem more conscious about <keyword id="6378681" type="General" weightage="20" keywordseo="equality" source="Orion">equality</keyword> and are vocal about the importance of respecting boundaries when it comes to dating. For them, a clear "no" means just that - there is no room for persuasion or further attempts to change their mind. This stands in contrast to a trend observed among some millennials, where they persistently try to win someone over, which 37% of GenZ women from metros and smaller cities find toxic. GenZ men between the ages of 18 to 22 acknowledge that there is a delicate balance between persuasion and harassment when pursuing romantic interests. About 21% of male daters in this age group emphasise the need to be mindful of this line and avoid crossing it. <cmsannotation type="cmsannotation" annotationid="Why should men always take the lead?" comment="subhead" text="Why should men always take the lead?">Why should men always take the lead?</cmsannotation> The expectation of men taking the lead in dating, such as making the first move, asking women out, confessing feelings, and proposing, is deemed toxic and sexist by 19% of men between the ages of 23 to 26. They criticise this traditional expectation, which is more prevalent among millennial women than GenZ, as perpetuating gender stereotypes and inequalities. Moreover, over 26% of female daters from tier 1 and 2 cities expressed their concerns about this trend. They argued that women who expect men to lead should not assume that feminism will support them when they face other sexist challenges in society. <cmsannotation type="cmsannotation" annotationid="Fights are normal in relationships" comment="subhead" text="Fights are normal in relationships"><keyword id="6360094" type="General" weightage="20" keywordseo="fights" source="Orion">Fights</keyword> are normal in relationships</cmsannotation> According to 33% of GenZ daters from tier 1 and 2 cities, declaring an entire relationship or a person as toxic after just one fight is unwarranted. They stress the importance of being aware of abusive patterns in a relationship, but caution against labelling every minor inconvenience as toxic, a trend they observe among some Millennial daters with limited knowledge about unhealthy behaviours. These GenZ daters believe that conflicts and disagreements are natural in any relationship. Instead of focusing solely on the presence of a fight, they emphasise the significance of understanding the reasons behind it, the manner in which the conflict is handled, and how the aftermath is managed. <cmsannotation type="cmsannotation" annotationid="Let’s go dutch!" comment="subhead" text="Let’s go dutch!">Let’s go dutch!</cmsannotation> Another interesting finding is that according to 27% of female daters between the ages of 20 to 24, expecting men to pay the bill on the first date solely because of their gender is seen as perpetuating male chauvinism, and they believe this practice needs to change. While it may have been considered chivalrous in the past by some Millennials, GenZ female daters and modern millennials are actively rejecting this trend and are advocating for splitting the check instead.

GenZ is deliberately going against traditional dating standards as it looks to ‘break free’

<ul><li>On <keyword id="6696937" type="ORGANIZATION" weightage="20" keywordseo="International-Womens-Day">International Women's Day</keyword>, we shone the spotlight on women in leadership in the advertising, marketing and media industry. We spoke about their learnings and asked them for their advice, towards making a more gender-equal industry.</li><li>Here are a few key takeaways from the panel discussion that comprised <keyword id="3932871" type="PERSON" weightage="20" keywordseo="rubeena-singh">Rubeena Singh</keyword>, CEO, <keyword id="4120995" type="PERSON" weightage="20" keywordseo="iProspect">iProspect</keyword> India, <keyword id="3123098" type="PERSON" weightage="20" keywordseo="Neena-Dasgupta">Neena Dasgupta</keyword>, CEO and Director, <keyword id="3541423" type="PERSON" weightage="20" keywordseo="ZIRCA">Zirca</keyword> Digital Solutions, <keyword id="2738740" type="PERSON" weightage="20" keywordseo="Priti-Murthy">Priti Murthy</keyword>, CEO, <keyword id="1860596" type="ORGANIZATION" weightage="20" keywordseo="OMD-India">OMD India</keyword> and <keyword id="5500567" type="PERSON" weightage="20" keywordseo="Roopa-Badrinath">Roopa Badrinath</keyword>, Chief Talent Officer, <keyword id="7067090" type="UNKNOWN" weightage="20" keywordseo="Wunderman-Thompson">Wunderman Thompson</keyword>, South Asia.</li></ul>Advertising, media and marketing is one industry that has a lot of women entering the workforce. It is also perhaps one industry that has many leaders who are women too. However, we still have to cover a lot of distance when it comes to achieving <keyword id="6372584" type="UNKNOWN" weightage="20" keywordseo="gender-equality">gender equality</keyword>. To understand how things are in the ad world and what more needs to change, we spoke to a power-packed panel comprising Rubeena Singh, CEO, iProspect India, Neena Dasgupta, CEO and Director, Zirca Digital Solutions, Priti Murthy, CEO, OMD India and Roopa Badrinath, Chief Talent Officer, Wunderman Thompson, South Asia. The conversation threw up some really interesting insights and solutions to the problems we have been trying to solve, from leaders who have been a part of the industry’s evolution. <cmsannotation type="cmsannotation" annotationid="The Past" text="The Past">The Past</cmsannotation> Speaking about how things were in the industry when she just started out, Dasgupta said, “There was a time when I had to work very hard to make myself heard. A male voice would be considered 'information' and a female voice would be considered as 'emotions.' From there, we have come a long way. Ad and marketing today has many senior women leaders. There’s a massive change I have seen and only for the better.” Singh added, “I started my career withe Sales where there would always be snide remarks like, ‘Oh girls get easy appointment with clients because they aren’t rude to you.’ It seemed like a bias that you are getting the job done because you are a woman and not because of your own merit and hardwork. But today there is so much awareness and sensitization that people are very careful about how and what they say.” Sharing how she was lucky to have started working with a lot of bosses who were women, Murthy said, “I have had a wonderful journey in this industry. I did see some bumps but it wasn’t as harsh because I had a lot of women leaders who helped me on this journey. And the beautiful part is, there are more of them now.” Speaking about her journey, Badrinath added, “Many years ago, I had almost got a job with a leading FMCG player, till the interviewer asked me about my plans for settling down. I was naive and frankly shared my thoughts with him, only to be told later that they will get back to me. It’s been years and I am still waiting for them to get back. That was when I decided if I ever held a position of power, I would make sure women did not have to face these biases.” <cmsannotation type="cmsannotation" annotationid="The Present" text="The Present">The Present</cmsannotation> A recent Linkedin study revealed that 1 in every 5 (22%) working women in India said their companies exhibit a ‘favourable bias’ towards men at work. In India, more than 4 in 5 working women (85%) claim to have missed out on a raise, promotion, or work offer because of their gender. More than 1 in 2 women are also looking for more professional connections and mentors who can help them advance their careers, as 65% women agree that lack of guidance through networks is a key opportunity barrier. So how do we make women in the industry more confident about their own merits and encourage them to demand what they rightly deserve? “Women do play small, they want their worth to be seen and identified. They are scared to share a point of view or say that they are as deserving of the role as a man is. There are a lot of people who still look at roles as being dependent on gender. Women have to be extremely conscious about not playing small,” shared Dasgupta. Giving an interesting perspective, Badrinath said that how women think of their own worth also has to do a lot with social conditioning. “There’s a lot of confusion that takes place in people’s minds when they come to the workplace. You have a workplace that is trying to be contemporary, upbeat, talking about equality but at home, there is a completely different thing happening. There, the roles played by say a sister or parents is very different. That confusion leads to a sense of low confidence. You aren’t sure of whether what you are asking for is rightfully yours because the conditioning is saying something else to you,” she said. <cmsannotation type="cmsannotation" annotationid="The Future" text="The Future">The Future</cmsannotation> Dasgupta shared that there was a need for the industry to have more mentorship programs. “We definitely need more mentorship programs but we also need the mentees to be equally serious about the programs,” she said. Badrinath added, “As an industry, if we are going to be having say a jury for an award show, make sure you have an equal representation of men and women. Because if you have a jury with 8 men and 1 woman, you’re sending a strong signal to the younger generation that all that is happening when it comes to gender equality is just posturing. So the industry has to lead by example in small ways like this. Watch the full conversation here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="1" status="For #InternationalWomensDay this year, @samarpitab in conversation with @iProspectIndia's @rubeenas, @ZircaDigital'… https://t.co/DZ3KykSFMh" createdat="1615199940000" id="1368873883424595969"></div>

Women in Leadership: Past, Present and Future

<ul><li>The partnership is aimed at supporting research on <keyword id="1775718" type="PERSON" weightage="20" keywordseo="gender-representation">gender representation</keyword> in advertisements in India based on evidence and real-time validation.</li><li>The research will ascertain the level of <keyword id="2252563" type="PERSON" weightage="20" keywordseo="gender-stereotyping">gender stereotyping</keyword> found in Indian advertisements and will create a baseline to measure change as well as initiate dialogue with advertising professionals and content creators.</li></ul><keyword id="56000" type="COMPANY" weightage="20" keywordseo="UNICEF">UNICEF</keyword> and India Chapter of International Advertising Association (IAA) have entered into a partnership to support research on gender representation in advertisements in India based on evidence and real-time validation. This is based on the understanding that marketing plays a powerful role in shaping gender roles and perceptions and advertising is an important tool that can influence women and girls’ empowerment. The changing and evolving landscape of advertisements has a huge potential to promote gender equitable practices especially among young people. The partnership with IAA will bring extensive technical expertise and leadership in the area of marketing advertising and media to the on-going research on gender representation and stereotypes in TV and digital advertisements in India, specifically those targeted towards children, adolescents and caregivers. The research will ascertain the level of gender stereotyping found in Indian advertisements and will create a baseline to measure change as well as initiate dialogue with advertising professionals and content creators. UNICEF supports women’s human rights and their empowerment, to create an environment in which gender-equal results can best be achieved for children. IAA will identify the most viewed 1000 TV and Digital advertisements in India in the year 2019, provide technical insights and recommendations to the study, and help disseminate the findings to the advertising industry to advocate for more responsible and gender empowering advertising policies and practices. Dr <keyword id="6262621" type="PERSON" weightage="20" keywordseo="yasmin-ali-haque">Yasmin Ali Haque</keyword>, Representative, UNICEF India said, “Advertising has a massive impact on children. Building evidence and using it to advocate for re-thinking policies and practices is an important element of responsible advertising. We look forward to working with IAA to create an environment where the advertisement industry is truly a partner in empowering girls and women. We are also delighted to be collaborating with UN Women, <keyword id="10091631" type="COMPANY" weightage="20" keywordseo="the-sarojini-naidu-centre">The Sarojini Naidu Centre</keyword> for Women's Studies, Jamia Millia Islamia and Population first for this initiative.” <keyword id="4722871" type="PERSON" weightage="20" keywordseo="megha-tata">Megha Tata</keyword>, President <keyword id="3613618" type="COMPANY" weightage="20" keywordseo="iaa-india-chapter">IAA India Chapter</keyword> said, "What an appropriate announcement to be making on the occasion of the International Day of the Girl Child which was yesterday. The India Chapter of the IAA has always taken the lead in matters concerning gender sensitization. I am glad we are joining hands with UNICEF to support the efforts on empowering girls and women. Ultimately a society and an industry that celebrates and genuinely practices gender parity across the board, is something we should all work towards. I also want to thank Clutter Cutters, BARC and TAM to have supported us in this meaningful initiative."

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