How to portray India’s modern women in advertising

Anil Thakraney

India’s women are changing – but the advertising industry isn’t, so how can India’s marketers overcome sexist tropes in advertising to truly connect with the modern Indian consumer?

The future is female, especially in India. And it’s time for marketers to get on board with the opportunity of India’s changing society.

But according to Sakshi Choudhary, creative controller at Ogilvy & Mather India, there is a clear disconnect between the new Indian woman and how the advertising industry perceives her to be.

Choudhary has been working in the ad world for the last eight years, and has handled major brands for Ogilvy. She was chosen as one of the fifteen women from around the world for 'See It Be It' − a Cannes Lions initiative created specifically for...

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