New Report Shows Scarce Diversity in Indian Advertising, Less Than 1% LGBTQI and Disabled Representation

A recent study highlights a significant gap in cultural diversity within India's advertising landscape, according to a joint report by the Advertising Standards Council of India (ASCI) and UN Women Convened Unstereotype Alliance. The findings reveal a stark underrepresentation of various communities and demographics in promotional campaigns, underscoring an urgent need for inclusivity.

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The comprehensive analysis, conducted by Kantar, scrutinized over 261 advertisements across 13 languages. It assessed the representation based on age, gender, sexual orientation, race/ethnicity, physical appearance, social class, disabilities, and religion. The results indicate that less than one percent of ads feature individuals from the LGBTQI community or those with disabilities. Furthermore, only four percent of campaigns showcase people aged above 65.

Manisha Kapoor, ASCI's chief executive and secretary general, commented on the findings. She emphasized that advertisements adhering to stereotypical portrayals fail to connect with India's diverse consumer base. Kapoor advocated for progressive advertising, noting its dual benefits for society and brands alike.

Interestingly, the report also sheds light on gender representation within Indian advertising. While 45 percent of advertisements exclusively feature women—surpassing the global average of 25 percent—the portrayal of women is often stereotypical. Women characters are typically depicted as fair and lean compared to men and are frequently associated with caregiving roles. In contrast, men are more likely to be portrayed in positions of authority.

Comparatively, Indian advertisements lag behind global averages in terms of ethnic diversity and skin tone representation. Only three percent of local ads included representation from ethnic groups, significantly lower than the global average of 19 percent. Similarly, diversity in skin tone was evident in merely four percent of Indian campaigns, compared to a global average of 27 percent.

This report underscores a critical gap in the inclusivity and diversity of India's advertising content. It calls for a shift towards more representative and progressive portrayals to truly resonate with the country's diverse population. Such changes not only have the potential to enhance societal cohesion but also offer brands a unique opportunity to forge deeper connections with their audience.