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<ul><li><keyword id="12344584" type="General" weightage="20" keywordseo="gendernext" source="Orion">GenderNext</keyword> report maps gender depictions through an inclusive process involving advertisers, agencies, commentators, gender experts, policymakers and consumers.</li><li>The study finds that advertising needs to catch up with women, proposes the SEA Framework to give clear direction to marketers to help them navigate the complexities of gender depiction.</li></ul>To help brands and advertising agencies shape gender narratives in a positive way, The Advertising Standards Council of India (<keyword id="169284" type="General" weightage="20" keywordseo="ASCI" source="Orion">ASCI</keyword>) and <keyword id="884938" type="General" weightage="20" keywordseo="Futurebrands" source="Orion">Futurebrands</keyword>, have unveiled the GenderNext study – a comprehensive actionable insight study on the representation of women in advertising. s. GenderNext covers patterns of portrayals across multiple categories, such as personal care, fashion, beauty, home and hearth, gadgets and wheels, money and education. The study also touches upon how advertising portrays women versus how they see themselves and want to be seen. According to <keyword id="12344585" type="General" weightage="20" keywordseo="lipika-kumaran" source="Orion">Lipika Kumaran</keyword>, the lead author of GenderNext, the study reveals that while there are some positive moves, mainstream advertising still heavily borrows from an inventory of overused, and sometimes harmful stereotypical tropes. A detailed study of over six hundred advertisements revealed several problematic tropes- such as sensualising the act of eating by women, showing women as spenders in financial advertising, women running around the house while others lounge around, male gaze acceptance in beauty ads, showing women as lower down in tech-hierarchy in gadget ads, male celebrities challenging and instructing women, among others. A detailed list of such depictions across categories are captured in Annexure A. Women interviewed across different life stages and town classes pointed out that it is not them but others in their sphere who lag behind them, and they are the ones in need of empowerment. They feel that advertising can be their ally in this journey. The study found that for young unmarried women, common stereotypes used in advertising such as women joyfully undertaking the drudgery of work was not aspirational at all. Typical women’s day ads that show women emerge victorious after significant struggle were not considered particularly empowering. Women are tired of ads showing young women being bestowed with freedoms only after putting up a fight. The study proposes a category agnostic framework “The SEA (Self-esteemed - Empowered – Allied) Framework” that aims to guide stakeholders in imagining as well as evaluating portrayals of women in their advertising by building empathy and aiding evaluation. The study also proposes a 3S screener for scripts/storyboards, casting, styling to identify stereotype red flags. The screener looks at aspects of a) Subordination b) Service and c) Standardisation (. More details of the SEA framework and 3S screener can be found in Annexure B. <keyword id="212022" type="General" weightage="20" keywordseo="Subhash-Kamath" source="Orion">Subhash Kamath</keyword>, Chairman, ASCI said: “GenderNext acts as a guide for stakeholders – brand owners, marketers, advertising professionals – to aid the creation of more progressive depictions of women in advertising. The deep insights on women, and what they feel about advertising is a fantastic input into advertising creation, and we hope that brands and advertisers will be motivated by the findings to depict women in more progressive ways. We also intend to set up a task force to evaluate advertising guidelines on harmful stereotypes.” Santosh Desai, MD, Futurebrands Consulting said “As an influential form of popular culture, advertising has historically been a significant source for the propagation of gender stereotypes. While things are changing, what this study, initiated by ASCI and carried out by Futurebrands uncovers, is that gender continues to be represented in a skewed and discriminatory manner. Some obvious ways of stereotypes are less visible, but there are many other ways, both subtle and not-so- subtle, in which gender portrayals continue to be skewed. The GenderNext study has identified some common patterns of discrimination and has also created a framework that enables marketers to identify and eliminate such undesirable representations.” <keyword id="771216" type="General" weightage="20" keywordseo="manisha-kapoor" source="Orion">Manisha Kapoor</keyword>, Secretary-General, ASCI said, “The report is only the first of the many initiatives ASCI will put together in this space. This is a continuing conversation.” The study was sponsored by Rio Pads, who were the principal sponsor; Co-sponsors included Vivel, Eureka Forbes Ltd., Kellogg’s, Colgate-Palmolive, Diageo India, Mondelez India Foods Pvt. Ltd. and Procter &amp; Gamble Home Products Pvt. Ltd.; while Kotak Silk and Mahindra &amp; Mahindra Ltd were on board as Associate sponsors. Kartik Johari, VP of Marketing &amp; Commerce, Nobel Hygiene Pvt Ltd (makers of Rio pads) said, “We are privileged to participate in this seminal study on our culture’s perspective on femininity and womanhood. Advertising has the responsibility to take the lead on cultural conversations and to affect change. With this study, we hope to really create a guideline for lasting change which advertisers can use to authentically represent women across communication, and hopefully with it, start a national conversation around equality and humanity.” For this study, the primary research involved ad clinics with 160 respondents and 20 focus group discussions across 10 centres, in addition to tapping into Futurebrand’s proprietary study Bharat Darshan. More than 300 people were spoken to via social media. All stakeholders such as national and regional advertisers, agency and creative heads. Agender domain experts, policy makers and advocacy groups were consulted as part of the study enquiry.

ASCI and Futurebrands launch a new report to help brands and advertising agencies shape gender narratives in a positive way

<ul><li><keyword id="169284" type="ORGANIZATION" weightage="20" keywordseo="ASCI">ASCI</keyword> enters the next phase of evolution, unveils a new brand identity.</li><li>Advertising industry body invests in technology-led future to become more responsive, dynamic and inclusive.</li></ul>Freshfrom a series of new initiatives such as the <keyword id="11341642" type="UNKNOWN" weightage="20" keywordseo="Influencer-guidelines">Influencer Guidelines</keyword>, asci.social, the Guidelines for Online Real Money Gaming, the <keyword id="120108" type="ORGANIZATION" weightage="20" keywordseo="Advertising-Standards-Council-of-India">Advertising Standards Council of India</keyword> (ASCI) has unveiled a new brand identity to reflect the agenda of becoming future-facing and more inclusive. ASCI has always been the conscience keeper of the Indian advertising industry, and in this new phase, it aims to expand its offerings and services that will help advertisers balance creativity and responsibility. In addition to its time tested and robust complaint management system and process, the three new dimensions of ASCI’s future activities are: 1.Helping advertisers with services that help them “get it right”. These include advisory services and research-based insight studies. ASCI has already embarked on a massive study <keyword id="11830844" type="UNKNOWN" weightage="20" keywordseo="gendernext">GenderNext</keyword>, that looks at gender depiction in advertising, and aims to provide new starting points for advertisers for more progressive gender depictions. ASCI is also in the process of overhauling its Advertising Advisory service, which will support advertisers at the pre-production stage. This approach will provide the necessary thought leadership, provocations and support to the advertising ecosystem to create more responsible advertising. 2.Gearing up for the digital age: ASCI recognizes that with the digital age, not only are consumers seeing more ads on the digital media, but also their expectations and interactions with advertisements and the media world is changing. The industry has reorganized itself to reflect this new reality. The coming together of marketing and information technology is determining how advertisements get created and consumed. Updating our guidelines and procedures to keep consumers safe in the digital age is of paramount focus for ASCI 3.Deployment of technology: Use of technology tools, machine learning and AI systems to track and measure advertising content is going to be a critical part of ASCI, going forward. Technology will help ASCI be more vigilant, more real time in overseeing the sheer explosion of advertising content. Deployment of technology in its complaint management system will also enable a smoother interaction between consumers, industry and other stakeholders with ASCI. <keyword id="212022" type="PERSON" weightage="20" keywordseo="Subhash-Kamath">Subhash Kamath</keyword>, Chairman, ASCI, said: “ASCI has stepped into the next phase of challenges that impact the interests of consumers in new ways. With new-age challenges posed by the digital age, it is imperative for ASCI to take a leap into becoming a contemporary thought leader and add greater value to consumers, industry and all our stakeholders. The new logo represents this very interesting phase of ASCI’s journey, and the vibrant and optimistic outlook of responsible advertising. Our ideology and aim remain unchanged; however, we are now on the path to becoming a more dynamic and future facing organization.” <keyword id="1112320" type="ORGANIZATION" weightage="20" keywordseo="KV-Sridhar">KV Sridhar</keyword>, Chief Creative Officer (Global), <keyword id="11830843" type="UNKNOWN" weightage="20" keywordseo="nihilent-ltd">Nihilent Ltd</keyword>, which designed the logo, said: “The colourful logo palette denotes the vibrancy of advertising and communication itself, as well as the diversity of ASCI’s stakeholders who have taken the oath to self-regulate and create ads with responsibility. The idea of creativity with responsibility is central to ASCI. The logo also reflects the dynamic nature of media platforms and the newer interesting ways in which communication is being created and consumed today. The elegant and inclusive font reflects an organization opening up to newer kinds of stakeholders, an organization that is collaborative and demonstrates leadership in bringing together the needs of different stakeholders. It signals that ASCI is gearing up towards this fast evolving and dynamic environment of consumers and advertising. Advertising veteran Roger C B Pereira, Founder Member, ASCI, said: The world today is remarkably different from when we started ASCI in 1985. However, what is noteworthy is that the twin principles of consumer protection and fostering creativity remain unchanged.

ASCI unveils a new brand identity to reflect the agenda of becoming future-facing and more inclusive

<ul><li><keyword id="169284" type="COMPANY" weightage="20" keywordseo="ASCI">ASCI</keyword>, along with <keyword id="884938" type="COMPANY" weightage="20" keywordseo="Futurebrands">Futurebrands</keyword>, will soon launch a report to provide actionable insights that can shape the <keyword id="10997222" type="UNKNOWN" weightage="20" keywordseo="gender-narratives">gender narratives</keyword> in advertising positively.</li><li>The study is the first of several initiatives ASCI will undertake in 2021 as part of a year-long focus on gender.</li><li>The report, to release in September 2021, is expected to be important in understanding the depictions of women in advertising. </li></ul>The Advertising Standards Council of India (ASCI), in association with Futurebrands, is launching a deep, immersive dive into <keyword id="10997221" type="UNKNOWN" weightage="20" keywordseo="gender-depiction">gender depiction</keyword> in Indian advertising. GenderNext aims to provide actionable insights that can shape the gender narratives in advertising positively. The study is the first of several initiatives ASCI will undertake in 2021 as part of a year-long focus on gender. Subhash Kamath, Chairman, ASCI, said: “As a self-regulatory body, ASCI wants advertisers to embrace more responsible advertising. The idea is to not just limit ourselves to being a complaints management body but also to help advertisers navigate through complex issues and contribute to the creation of positive advertising. ASCI will support brands and advertisers to “get it right” in various ways, and this is one such initiative”. The report, to release in September 2021, is expected to be a seminal piece of work in understanding the depictions of women in advertising. It uses several starting points of inquiry. To begin with, there will be a semiotics and cultural decode of Indian advertising over time, across categories and regions. In addition, advertisers, creative voices, policymakers, gender experts will be met for their inputs. Ad clinics will be conducted across 10 centres with consumers for their views and feedback on gender depiction in advertising. The study will draw an understanding of the larger cultural shifts in India through Bharat Darshan, a proprietary study done by Futurebrands over a decade, and across more than 200 towns. GenderNext is a first-of-its-kind study and expected to be of significant value to advertisers and creative agencies, as well as academia, policymakers and advocacy bodies. The study will cover multiple categories: personal, fashion and beauty care; hearth, home and health; gadgets and wheels; and money and education Its major objectives are: ●To unravel gender narratives in advertising through a collaborative journey ●To evolve and enrich gender understanding in the context of cultural change ●To provide insights to navigate and embrace positive narratives for women in advertising content <keyword id="771216" type="PERSON" weightage="20" keywordseo="Manisha-Kapoor">Manisha Kapoor</keyword>, Secretary General of ASCI, said: “The portrayal of women in advertising has been the subject of much debate. The gender narrative has been evolving and changing but it is not a simple, linear change. GenderNext will help advertisers navigate these narratives, which can sometimes even be seemingly in conflict with each other. The idea is to provoke conversations, and generate actionable insights that advertisers can tap into for progressive, culturally relevant and aspirational gender portrayals. Besides GenderNext, we will also be partnering with like-minded organisations with similar objectives to make a difference to the gender narrative.” The study has attracted much interest amongst advertisers, who are backing it with their own insights as well as funding. The landmark study has received support from the likes of Nobel Hygiene, ITC-Vivel, Kellogg, Colgate, Diageo, Eureka Forbes and Mondelez, and ASCI hopes more of its members will become a part of it. <keyword id="115728" type="PERSON" weightage="20" keywordseo="Santosh-Desai">Santosh Desai</keyword>, MD &amp; CEO, Futurebrands, said: “We are excited to be part of a study that will track the changing gender narrative in advertising and help advertisers with insights to craft their strategies better. The study – a synthesis of primary consumer feedback, opinions of a wide range of stakeholders and commentators, and a wider reading of cultural changes – will build on the extensive cultural tracking work Futurebrands has been engaged in over the past decade.” According to Kartik Johari, VP - Marketing and Commerce, Nobel Hygiene, the principal sponsor of the study, “As a company where our brands resolutely speak the consumer truth, through this unique partnership with ASCI, we are keen to understand how popular culture has, and will continue to shape, our perception of gender. We hope this research forms not only a map of their minds, but a casting net on the minds that will shape tomorrow.” The study will go beyond individual category movements to bring brands in tune with the larger shifts they must be cognisant of. This exercise hopes to spark new conversations amongst advertisers, creators, policy makers, academia and is expected to be a seminal reference study on the depiction of gender in advertising.

ASCI to launch a report to provide actionable insights to shape positive depiction of women in advertising

<ul><li>From a sacrificing mother to a man being the bread-earner, the portrayal of women in ads has remained very shallow, stereotypical and limiting for years.</li><li>Industry body ASCI is now trying to expand its horizon by launching a gender report to understand the evolution of women representation in advertisements and offer a forward-looking perspective to help brands embrace positive narratives for women in advertising.</li><li>We also speak to a few women from the advertising industry to understand what are some of the concerns that they are expecting ASCI to address.</li></ul>Airbrushed faces, petite figures and fair skinned models in advertisements across the world have made women like me feel uncomfortable in our own skin. We look in the mirror only to notice our flaws and turn to beauty products to fix ourselves because they’ve been feeding on our insecurities and profiting on our vulnerabilities. The portrayal of women has remained very shallow for years. Until early 2020, fairness creams were used as a yardstick to determine a woman’s worth, personally or professionally. The man is usually portrayed as the breadwinner who buys an expensive gift for his wife -- he is smart and successful and the woman is depicted as someone’s wife or mother whose only life purpose is to take care of her kids and husband. While many beauty brands have finally woken up to realise that selling ‘fair skin’ is problematic, even today, we only see thin models, upper-caste and rich women in advertisements and minorities like muslim women, North East Indian women and transwomen aren’t included in mainstream campaigns. They are only given a little attention on Eid or during pride month. The <keyword id="382559" type="COMPANY" weightage="20" keywordseo="Advertising-Standard-Council-of-India">Advertising Standard Council of India</keyword> is conducting a research study to understand the damage advertising has done over the years by perpetuating gender stereotypes. Titled ‘GenderNext,’ the report will look back at the representation of women and help Indian brands and advertising agencies shape gender narratives in advertising positively as we move forward. <div type="Article" hostid="261" msid="81701552" title="ASCI to launch a report to provide actionable insights to shape positive depiction of women in advertising" mstype="2" mssubtype="0"></div> Telling us why ASCI decided to plan a report on gender discourse now, Manisha Kapoor, Secretary General of ASCI, said, “Women have been a matter of debate for many years. From time to time, these are issues which are of interest to both advertisers and society because advertising impacts the gender discourse, and gender discourse impacts advertising. They contribute to how the other develops but advertisers definitely have the responsibility through their brands of making sure that their own depictions are responsible, that they are fair, that they are progressive, and they're very positive.” She told us how it is easy to spot an advertisement that overtly crosses a line. However, there are ads which subtly perpetuate stereotypes and ASCI will concentrate on that. “In the spectrum of what is acceptable, there's so much and there are such subtle kinds of narratives, which are part of advertising. The effort is really to uncover those and create many new starting points for advertisers on how we can even within the broad spectrum of what is acceptable to understand what is better, what is more positive, what is accepted by consumers better, what is seen as less problematic. What is seen as aspirational, what is seen as relatable. If we're able to kind of identify those narratives, we believe this is going to be a study which has many actionable insights for advertisers. It may be useful for them in the long run in their brand messaging. Not to kind of find fault with what is happening or anything of that sort. But it is to create a platform for better with more engaging, more responsible, more positive depictions of gender in the future,” she explained. The study will be mainly divided into five parts: decoding of advertising, consumer immersion, ad agencies/people who create ads, gender policy makers and draw insights from Bharat Darshan, a proprietary study done by Futurebrands over a decade, and across more than 200 towns. Elaborating on the study's methodology, Kapoor said, “Firstly, we're looking at a cultural and semiotic decoding of advertising. We would look at how women are shown in ads, said and unsaid equation in that depiction, what are they wearing, are they a decision maker for that category? Is that a role that is expected of them in a more traditional way? We’ll do that across several regional and national ads across a period of time. Secondly, we are doing a consumer immersion study, where we will be talking to consumers about how their own lived reality of gender is. One is what they see on TV and how they respond to it and we'd compare that with their actual lived experience of gender.” She added, “Third is about people who are creating advertising: What is their framework? What are they getting influenced by? What are their reference points? What do they think when they start to create an ad? The fourth is looking at policymakers, gender specialists, experts who have been in the domain for many, many years and who work with real women across different strata of the population. How do they look at advertising and impact of advertising? How would they see life differently because they have decades of experience. They have worked closely with the legal process, with the legal framework of this country as it relates with depiction of women. Fifth part is Bharat Darshan.” The study will cover multiple categories like personal care, fashion and beauty; hearth, home and health; gadgets and wheels; and money and education. On whether ASCI is planning to include minorities like Muslim women, Dalit women or transwomen, Kapoor said, “We will definitely look at advertising of all sorts. While the focus is on women but I think gender dynamics become a part of the query even if you were to look at just women. So where on the gender spectrum you will fall when we look at advertising which may have shown those kinds of depictions, those are certainly the points that we’ll pick up and analyse. We will try and understand how that contributes and how that moves the narrative ahead. So, those kinds of ads will also be on our radar.” As per ASCI’s press statement, it will provide insights to navigate and embrace positive narratives for women in advertising content. Excitedly, we asked if that would include talking about body positivity and encourage advertisers to show real women in ads and much to our relief, Kapoor agreed that it would be a part of the study. She said, “We are looking at health and fitness as one of the sectors that we will study. What you mentioned (body positivity), that gets covered in the whole decoding of advertising: what are the kind of women we are showing in advertising. And when we show different kinds of women, whether be body shape, skin color, age -- we'll do research on what are they falling back on stereotypes: are older women shown in different ways than younger women and all of those dynamics. This is why it's such a complex, but very fascinating study. But yes, absolutely. We will cover health, fitness and women and their bodies.” We reached out to women in advertising agencies to find out what are some of the concerns that they are hoping this report would address. They seem very excited to know that an industry body has taken upon itself to change the gender narrative and make strides towards inclusivity and have high hopes. <keyword id="652941" type="PERSON" weightage="20" keywordseo="Ashwini-Deshpande">Ashwini Deshpande</keyword>, Co-founder &amp; Director, Elephant Design is also a Co-founder of the initiative ‘The Collective’ that started after #MeToo. Deshpande and her team has been helping women in the advertising fraternity feel safer at their workplace, talking about equal pay and rights for women. Sharing a list of concerns she expects ASCI to address, she mentioned, “Narrations or humour based on gender, caste, racial features, regional accents: any stereotyping that leads to trivializing or offending specific sections of society - Sexualization/ objectification in a completely unrelated or unnecessary context: products or services that have no connection with display of seduction or women in revealing attires - Stereotyping relationships: especially women being shown as people who "serve" others - What is being directed towards children and whether it is being done responsibly - What is being pushed in the name of festivals - Clarity of message while offering discounts or schemes - Claims being made by remedial/ medicinal products” Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said, "Women are already visible achievers in many fields today be it academics, professional/ career achievements, art and culture and many more. In fact, mindset across generations is evolving among all genders towards the traditional classification of roles and expectations. This includes all stereotypical lenses which create divisive and archaic boundaries, be it caste, gender, colourism, etc. If brands and advertisements are to truly reflect consumer trends, this evolving consumer psyche should in any case be reflected in the narratives and storytelling. While some categories and brands have begun the process of reflecting the evolving realities, certain categories continue to be steeped in the stereotypical role definitions and boundaries. Brands, through their advertisements and storytelling are a powerful influencer in engendering shifts in consumer attitudes and thereby, behaviour at societal level." She added, "ASCI's move to develop a report focusing on the depiction of women in advertising, ought to be lauded as it will provide momentum to the need to shift the archaic and stereotypical depiction of women's role in communication in the yesteryears and in fact, showcase women's roles as is already experienced in many facets of our lives today and in the years to come. In fact, many consumers are already living lives guided by gender neutrality rather than traditional gender-based lives. The Guidelines based on consumer insights from a self-regulated, robust institution such as ASCI will lend a lot of credibility and support to the discussions that marketers will have within their organisations to accomplish organisation-wide buy into progressive brand and creative ideas. However, it would be important to ensure that the guidelines are future-ready and not confined to merely reflect the realities of changes in women's role as of today. In a fast-evolving world, the pace of change of role definitions will also keep changing and the guidelines need to be mindful of the same. To that end, while the first report is a great beginning, hopefully, the insights and the resultant guidelines should ideally be refreshed every few years to ensure that it's continuing relevance for the environment that would take shape in the future as well." Nisha Singhania, Founding Partner, Infectious Advertising said, “There definitely has been a gender stereotyping when it comes to the portrayal of women in advertising. I’m hoping this study will identify some of these biases and help project women in a more progressive and equal manner. Guidelines on depiction which are offensive or regressive will definitely help advertisers have a more responsible portrayal of genders in ads.” Rajni Daswani, Director at SoCheers said, “Social stigmas like skin colour, size of a woman, her rights and roles in a household or at a workplace should be some of the things the guidelines should definitely cover. We’ve seen a lot of stereotypical ads whenever there are any women protagonists promoting a product/service. What we portray about women through these ads are what future women are going to see and grow into and it's crucial that we get it right and move towards being a more gender-agnostic progressive society who is ready for the world of tomorrow.”

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ASCI and Futurebrands launch a new report to help brands and advertising agencies shape gender narratives in a positive way

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All about ASCI’s latest Gender Next report and what women of the ad world are expecting the industry body to address

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