Female-centric advertising: How to always get it right

Dentsu Impact’s Disha Bhattacharya introduces the Female Ad Impact Index to help brands create more inclusive, less biased communication that will further feminism.

This article is part of a Spotlight series on diversity and inclusion in Indian advertising. Read more

In a world where women drive up to 80% of all consumer purchasing, gone are the days when brands would wave the sanctimonious “femvertising” flag purely on occasions like Women’s or Mother’s Day.

Ads talking to women about fun, love, life, empowerment, inclusivity and breaking stereotypes have become a staple now, and thank god for that.

But of course, there still exist several outliers – ads and brands that definitely don’t get it right, the ones...

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