The age of high EQ ads

Guest Column: Piali Dasgupta, Senior Vice President – Marketing, Columbia Pacific Communities, writes why everyone -- from the brands to audience -- wins when advertising becomes progressive

e4m by sunny saini
Updated: Oct 4, 2021 10:29 AM
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Advertising has a huge role to play in crafting progressive narratives around gender and take the dialogue on feminism forward. And that’s because advertising is a large part of what we consider as popular culture. And therefore, it must mimic society and needs to depict the changing role of women in society.

From time to time, various popular consumer brands have been able to do this very well. A great example is a brand like Tanishq. With its “khud se nayarishta” proposition empowering women to prioritise themselves over anything or anyone else in their lives or their memorable wedding film in 2013 that showed a woman with a child remarrying, the brand has had a very important role to play in changing narratives around women.

Advertising has a huge role to play in crafting progressive narratives around gender and take the dialogue on feminism forward. And that’s because advertising is a large part of what we consider as popular culture. And therefore, it must mimic society and needs to depict the changing role of women in society.

From time to time, various popular consumer brands have been able to do this very well. A great example is a brand like Tanishq. With its “khud se nayarishta” proposition empowering women to prioritise themselves over anything or anyone else in their lives or their memorable wedding film in 2013 that showed a woman with a child remarrying, the brand has had a very important role to play in changing narratives around women.

Advertising has a huge role to play in crafting progressive narratives around gender and take the dialogue on feminism forward. And that’s because advertising is a large part of what we consider as popular culture. And therefore, it must mimic society and needs to depict the changing role of women in society.

From time to time, various popular consumer brands have been able to do this very well. A great example is a brand like Tanishq. With its “khud se nayarishta” proposition empowering women to prioritise themselves over anything or anyone else in their lives or their memorable wedding film in 2013 that showed a woman with a child remarrying, the brand has had a very important role to play in changing narratives around women.

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