Rewriting the Script: How Indian Advertising Is Rethinking Gender

Mehul Garg, Advertising & Marketing Communication

Advertising is more than a selling tool. It is a cultural mirror that reflects and reinforces the values of society. For decades, Indian ads relied on predictable gender roles. Men appeared as confident earners and decision-makers, while women were portrayed as dutiful homemakers whose identities centred around spotless kitchens, family care and beauty. Classic campaigns from detergent and beauty brands built the image of the ever-smiling housewife and the fairness-obsessed young woman. Men, meanwhile, dominated the world outside the home, symbolising ambition and control. These portrayals shaped and restricted how audiences understood gender. A Society in Transition and Advertising Moving With It As India changed socially and economically, so did its women.

Higher education, financial independence and greater mobility created a generation whose aspirations extended far beyond the home. Advertisers, quick to mirror cultural shifts, could no longer rely on outdated tropes. Campaigns began to reflect women as professionals, entrepreneurs, athletes and individuals with agency. Tanishq’s remarriage commercial offered a sensitive narrative of second chances. Dove’s Real Beauty campaign encouraged women to embrace identity beyond narrow beauty standards. More recently, brands have taken bolder steps. Nike’s “Dark is Beautiful” India campaign featured female athletes celebrating their skin tone and individuality. Tata Tea’s 2023 “Jaago Re” campaign highlighted casual sexism in everyday spaces and urged viewers to confront biases from an early age. A More Nuanced Man: Rethinking Masculinity The evolution was not limited to women. Men too began shedding the armour of hyper-masculinity. Ariel’s “Share the Load” campaign remains one of the most influential examples. It placed shared household responsibilities at the centre of modern partnership. Contemporary work has expanded this idea further. Hyundai’s 2024 “Papa Ki Gaadi” ad portrayed a father expressing vulnerability and affection. Tanishq’s “Rivaah Brides” series featured fathers celebrating their daughters’ ambitions. Whisper’s “The Missing Chapter” included men as informed and supportive figures in menstrual awareness, breaking one of India’s oldest taboos. Slowly but convincingly, Indian advertising opened space for men to be nurturing, expressive and equal participants in family life. Social Media as a New Accountability System The rise of social media has accelerated this transformation. Viewers today are vocal, aware and quick to call out stereotypes. A single problematic ad can trigger instant backlash and force brands to rethink their messaging. Recent examples highlight this shift. Kalyan Jewellers had to withdraw an ad featuring Amitabh Bachchan after being criticised for reinforcing patriarchal norms. On the positive side, Cadbury Dairy Milk’s 2021 cricket commercial, a gender-reversed recreation of its 1990s classic, was widely appreciated for celebrating a female athlete while placing the male partner proudly on the sidelines. Brands now recognise that representation is not merely a creative choice. It is a cultural responsibility. Progress Made yet Progress Pending Despite visible improvements, traces of old stereotypes continue to surface. Some ads speak the language of empowerment yet subtly reinforce beauty pressure or domestic perfection. Others still rely on the image of men as ultimate decision-makers. The evolution of gender roles in Indian advertising reflects the larger evolution of Indian society. When brands show men and women as equals supporting one another and sharing responsibilities they do more than sell products. They help shape a culture that normalises fairness and respect. The journey from rigid stereotypes to more nuanced storytelling marks a cultural shift driven by awareness, accountability and changing social realities. Yet sincerity and consistency remain essential. Meaningful change cannot rely on a few yearly campaigns or festival season narratives. If Indian advertising continues to portray gender with honesty and depth, it will reflect a progressive society and play an active role in shaping one.