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DI and Indian Advertising 2023

This document discusses diversity and inclusion in Indian advertising based on a review of ads aired in October 2023 and data from the past 5 years. It finds that representation of diverse groups is extremely low, with less than 1% of recent ads featuring LGBTQ+ or disabled individuals. Women are often portrayed in stereotypical roles and physical traits. Surveys also find that Indian consumers want more representation of people similar to their own communities. However, inclusive advertising that portrays underrepresented groups in a positive light has been shown to significantly increase brand equity and sales potential both in India and globally. The document outlines opportunities for brands to progress on diversity and inclusion in their advertising.

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DI landscape of
Indian advertising
December 2023
What we will cover
— What do Indian consumers want from advertising when it comes to D&I?
— How are we doing?
— Ads launched in Oct’23
— Ads tested by Kantar over the last 5 years
— Is there a strong business case for greater diversity and inclusion in advertising?
— Opportunity pathways for brands to progress on D&I agenda in advertising
2
Kantar Global Monitor
* Markets included: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Nigeria,
Philippines, Poland, South Africa, South Korea, Spain, Sw eden, Taiw an, Thailand, Turkey, United Kingdom, United States and Vietnam
The objective of the 28 DEI Country Factbooks is to provide
companies with a basic understanding of the diversity
landscape and the key equity and inclusion issues.
Primary data sources
Most quantitative findings are based on the 2023 Global
MONITOR survey. The survey is collected among 36,000+
consumers, age 13+, in 28 markets around the world.
Other key sources cited
World Factbook Social Progress Index
WEF Gender Gap Index World Bank
Gallup Poll Ipsos Poll
3
ꟷ Age
ꟷ Gender
ꟷ Sexual orientation
ꟷ Race/ethnicity
ꟷ Physical appearance
ꟷ Social class
ꟷ Disabilities
ꟷ Religion
Age
Gender -
Women
Disabilities
Religion
Sexual
Orientation
Race/
Ethnicity
Social
Class
Physical
Appearance
Kantar studies 8 key parameters of D&I
4
Overall Inclusivity – a big Challenge!
Social Progress Index
Top tier (1-24 ranking)
Bottom tier (75+ ranking)
Mid tier (25-75 ranking)
5
India emerges to
be in the lower
tier of
Inclusiveness as
per the Social
Progress Index
Consumers –
Yeh Dil Maange More!
of consumers agree “not enough brands do a
good job of representing people similar to me or
my community”
Kantar, Global MONITOR 2023
Perceptions of brand representation
Vs. 33% Globally
Percentage of consumers who agree brands in their country do a good job of
representing the following groups in their advertising and marketing
Local Implications
Role of Brands
Equity Check
State of Inclusion
Diversity by the Numbers
Almost half of Indians would like to
see brands do a better job in
representing people who look like
them or their community,
significantly higher than the global
average.
48%
India
7
But what they get…?
Can you guess?
Diversity and Inclusion are starkly absent
Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads)
Less than
1% of ads
Overtly show LGBTQ+
representation
Less than
1% of ads
feature someone with a
disability
4%
of ads
feature 65+ age group
10
Within depiction of men and women, women characters more stereotyped and
shown as fair versus men
Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads)
75%
58%
Females shown
with lighter skin
tones compared to
25%
Male
counterparts
11
Women also shown as younger & conforming to more stereotypical definitions
of beauty
Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads)
75%
86%
Females shown
between age
group 20-39 yrs compared to
62%
Male
counterparts
35%
Female characters
are 2.5 X likely to
be shown as
‘young/’very
attractive
versus
14%
of the male
characters
12
Portrayal of women remains closely anchored to care
Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads)
75%
Male characters are
likely to be
___ Female characters
are likely to be
shown as
1.5X
more caring than
male counterparts
17.5%
Female characters
are likely to be
shown as sole care
givers compared to
3.5%
Male characters
13
Portrayal of women remains closely anchored to care
Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads)
75%
Male characters are
likely to be
3X
More authoritative
than female
characters
Female characters
are likely to be
shown as
1.5X
more caring than
male counterparts
17.5%
Female characters
are likely to be
shown as sole care
givers compared to
3.5%
Male characters
14
Nearly half of the ads (48%) feature progressive themes while one-third follow
status quo codes. Non-Hindi ads exhibit 2.5 times more adherence to the
Status Quo codes compared to Hindi advertising .
Base: 186 ads (excluded ads w here there wasno w omen representation)
Gender Portrayal
Not part of narrative ,
17%
Regressive codes,
4%
Status Quo Codes
32%
Psuedo-Progressive,
23%
New normal slice of life,
22%
Firebrand/ Progressive,
3%
15
Across genders,
1. Traditional roles dominate narratives
2. Diversity of body type is extremely low
9%
7%
11%
11%
Female
Male
Non-traditional roles Diverse body shape
Kantar Link database (India) – Last 5 years
16
Limited representation of diverse ethnicities and religion – a flattening of
identities
Kantar Link database (India) – Last 5 years
Different ethnic
origins,
2
Diversity of skin
colours, 3
Diversity of skin colours,
different ethnic origins
1
Neither, 94
Can't tell,
7
Yes, 1
No
92
Any religious cues or
context in the ad
36%
31%
28%
24%
36%
44%
Different ethnic origins
Different skin colours
In a lead role In the background Both
Mixture of different
ethnic origins
17
Is the news all grim?
When we put our minds to it, we do make mighty strides –
For example: Gender Presence now not an issue
Review of all new ads that w ent on air on mainstream television in Oct’23 in India.
Who’s present in the ad?
24
27
49
Male
Female
Both
Who’s the most prominent person?
36
22
42
Male Female Equal
2X solo Female presence ads seen in non-Hindi
advertisements relative to Hindi
Base: Ads having presence of both genders 119
19
Is it worth it?
The Unstereotype Metrics – question wording
Consumers provide ratings after they view a piece of advertising content – the GUM is asked first, followed by the PUM
Both Unstereotype Metrics are reported on an individual ad tested basis as the % agreeing with each of the 5 points on the scale, plus a mean
score to summarise the scale. This mean score can then also be reported as a percentile (to allow for comparability across markets)
The Gender Unstereotype Metric (GUM)
This advertising presents a positive image of
the female character/s that sets a good example
for others
ꟷStrongly agree
ꟷSomewhat agree
ꟷNeither agree nor disagree
ꟷSomewhat disagree
ꟷStrongly disagree
Same question is repeated for Male character/s, if
present in the ad
“How much do you
agree with the
following statement?​”
The Progressive Unstereotype Metric (PUM)
The way people are presented in the ad
represents a modern and progressive view of
society
ꟷStrongly agree
ꟷSomewhat agree
ꟷNeither agree nor disagree
ꟷSomewhat disagree
ꟷStrongly disagree
21
Gender Unstereotyping in INDIA delivers massive increases in ROI
More positive FemaleUM More positive MaleUM
India
Brand Equity
(Power)
+54 +59
ShortTerm Sales
Likelihood
+32 +38
Difference in average percentile for ads in the top quartile and bottom quartile on Unstereotype Metric,Ads Tested byKantarin 2022
22
Kantar uses two
composite metrics to
predict the effectiveness of
creatives in both the short
term and the long term.
The STSL is validated in
driving sales and the
Brand Power score
provides a validated
prediction of an ad’s
potential to build equity in
the longer term.
Kantar Link database_ Global data
Just showing under-represented
groups has no impact on the
ads’ ability to build brand equity
or increase short-term sales
Showing underrepresented
groups in a positive way
+3 on Power
+2 on STSL
+53 on Power
+30 on STSL
Global Link database
Massive results seen for inclusive advertising too at a global level
23
Diverse ethnic origin, diversity in skin color, differently abled, LGBTQ+
These factors are probably
some of the most potent in
improving advertising
effectiveness
So, what kind of copy would
you rather spend your Ad
budget on?
Opportunity pathways
for brands to progress
on DI
Opportunity pathways for brands to progress on DI
Inclusive casting Inclusive story Inclusion as purpose
– Start including characters diverse in terms
of skin tone, body shape, age, ethnicity,
geography,sexual preferences
– Choosing central characters
from underrepresentedgroups without the
story centering around their identity
– Make progressat a pace that works for your
brand/ culture
– Illustrating the brand messagewith a
story centered around characters’
identity
– Tackling stereotypes and inspiring
social change
– Provoke questions on regressive values
– Call to act
26
DI landscape of
Indian advertising
December 2023

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DI and Indian Advertising 2023

  • 1. DI landscape of Indian advertising December 2023
  • 2. What we will cover — What do Indian consumers want from advertising when it comes to D&I? — How are we doing? — Ads launched in Oct’23 — Ads tested by Kantar over the last 5 years — Is there a strong business case for greater diversity and inclusion in advertising? — Opportunity pathways for brands to progress on D&I agenda in advertising 2
  • 3. Kantar Global Monitor * Markets included: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Nigeria, Philippines, Poland, South Africa, South Korea, Spain, Sw eden, Taiw an, Thailand, Turkey, United Kingdom, United States and Vietnam The objective of the 28 DEI Country Factbooks is to provide companies with a basic understanding of the diversity landscape and the key equity and inclusion issues. Primary data sources Most quantitative findings are based on the 2023 Global MONITOR survey. The survey is collected among 36,000+ consumers, age 13+, in 28 markets around the world. Other key sources cited World Factbook Social Progress Index WEF Gender Gap Index World Bank Gallup Poll Ipsos Poll 3
  • 4. ꟷ Age ꟷ Gender ꟷ Sexual orientation ꟷ Race/ethnicity ꟷ Physical appearance ꟷ Social class ꟷ Disabilities ꟷ Religion Age Gender - Women Disabilities Religion Sexual Orientation Race/ Ethnicity Social Class Physical Appearance Kantar studies 8 key parameters of D&I 4
  • 5. Overall Inclusivity – a big Challenge! Social Progress Index Top tier (1-24 ranking) Bottom tier (75+ ranking) Mid tier (25-75 ranking) 5 India emerges to be in the lower tier of Inclusiveness as per the Social Progress Index
  • 6. Consumers – Yeh Dil Maange More!
  • 7. of consumers agree “not enough brands do a good job of representing people similar to me or my community” Kantar, Global MONITOR 2023 Perceptions of brand representation Vs. 33% Globally Percentage of consumers who agree brands in their country do a good job of representing the following groups in their advertising and marketing Local Implications Role of Brands Equity Check State of Inclusion Diversity by the Numbers Almost half of Indians would like to see brands do a better job in representing people who look like them or their community, significantly higher than the global average. 48% India 7
  • 8. But what they get…?
  • 10. Diversity and Inclusion are starkly absent Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads) Less than 1% of ads Overtly show LGBTQ+ representation Less than 1% of ads feature someone with a disability 4% of ads feature 65+ age group 10
  • 11. Within depiction of men and women, women characters more stereotyped and shown as fair versus men Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads) 75% 58% Females shown with lighter skin tones compared to 25% Male counterparts 11
  • 12. Women also shown as younger & conforming to more stereotypical definitions of beauty Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads) 75% 86% Females shown between age group 20-39 yrs compared to 62% Male counterparts 35% Female characters are 2.5 X likely to be shown as ‘young/’very attractive versus 14% of the male characters 12
  • 13. Portrayal of women remains closely anchored to care Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads) 75% Male characters are likely to be ___ Female characters are likely to be shown as 1.5X more caring than male counterparts 17.5% Female characters are likely to be shown as sole care givers compared to 3.5% Male characters 13
  • 14. Portrayal of women remains closely anchored to care Review of all new ads that w ent on air on mainstream television in Oct’23 in India (261 ads) 75% Male characters are likely to be 3X More authoritative than female characters Female characters are likely to be shown as 1.5X more caring than male counterparts 17.5% Female characters are likely to be shown as sole care givers compared to 3.5% Male characters 14
  • 15. Nearly half of the ads (48%) feature progressive themes while one-third follow status quo codes. Non-Hindi ads exhibit 2.5 times more adherence to the Status Quo codes compared to Hindi advertising . Base: 186 ads (excluded ads w here there wasno w omen representation) Gender Portrayal Not part of narrative , 17% Regressive codes, 4% Status Quo Codes 32% Psuedo-Progressive, 23% New normal slice of life, 22% Firebrand/ Progressive, 3% 15
  • 16. Across genders, 1. Traditional roles dominate narratives 2. Diversity of body type is extremely low 9% 7% 11% 11% Female Male Non-traditional roles Diverse body shape Kantar Link database (India) – Last 5 years 16
  • 17. Limited representation of diverse ethnicities and religion – a flattening of identities Kantar Link database (India) – Last 5 years Different ethnic origins, 2 Diversity of skin colours, 3 Diversity of skin colours, different ethnic origins 1 Neither, 94 Can't tell, 7 Yes, 1 No 92 Any religious cues or context in the ad 36% 31% 28% 24% 36% 44% Different ethnic origins Different skin colours In a lead role In the background Both Mixture of different ethnic origins 17
  • 18. Is the news all grim?
  • 19. When we put our minds to it, we do make mighty strides – For example: Gender Presence now not an issue Review of all new ads that w ent on air on mainstream television in Oct’23 in India. Who’s present in the ad? 24 27 49 Male Female Both Who’s the most prominent person? 36 22 42 Male Female Equal 2X solo Female presence ads seen in non-Hindi advertisements relative to Hindi Base: Ads having presence of both genders 119 19
  • 20. Is it worth it?
  • 21. The Unstereotype Metrics – question wording Consumers provide ratings after they view a piece of advertising content – the GUM is asked first, followed by the PUM Both Unstereotype Metrics are reported on an individual ad tested basis as the % agreeing with each of the 5 points on the scale, plus a mean score to summarise the scale. This mean score can then also be reported as a percentile (to allow for comparability across markets) The Gender Unstereotype Metric (GUM) This advertising presents a positive image of the female character/s that sets a good example for others ꟷStrongly agree ꟷSomewhat agree ꟷNeither agree nor disagree ꟷSomewhat disagree ꟷStrongly disagree Same question is repeated for Male character/s, if present in the ad “How much do you agree with the following statement?​” The Progressive Unstereotype Metric (PUM) The way people are presented in the ad represents a modern and progressive view of society ꟷStrongly agree ꟷSomewhat agree ꟷNeither agree nor disagree ꟷSomewhat disagree ꟷStrongly disagree 21
  • 22. Gender Unstereotyping in INDIA delivers massive increases in ROI More positive FemaleUM More positive MaleUM India Brand Equity (Power) +54 +59 ShortTerm Sales Likelihood +32 +38 Difference in average percentile for ads in the top quartile and bottom quartile on Unstereotype Metric,Ads Tested byKantarin 2022 22 Kantar uses two composite metrics to predict the effectiveness of creatives in both the short term and the long term. The STSL is validated in driving sales and the Brand Power score provides a validated prediction of an ad’s potential to build equity in the longer term.
  • 23. Kantar Link database_ Global data Just showing under-represented groups has no impact on the ads’ ability to build brand equity or increase short-term sales Showing underrepresented groups in a positive way +3 on Power +2 on STSL +53 on Power +30 on STSL Global Link database Massive results seen for inclusive advertising too at a global level 23 Diverse ethnic origin, diversity in skin color, differently abled, LGBTQ+
  • 24. These factors are probably some of the most potent in improving advertising effectiveness So, what kind of copy would you rather spend your Ad budget on?
  • 25. Opportunity pathways for brands to progress on DI
  • 26. Opportunity pathways for brands to progress on DI Inclusive casting Inclusive story Inclusion as purpose – Start including characters diverse in terms of skin tone, body shape, age, ethnicity, geography,sexual preferences – Choosing central characters from underrepresentedgroups without the story centering around their identity – Make progressat a pace that works for your brand/ culture – Illustrating the brand messagewith a story centered around characters’ identity – Tackling stereotypes and inspiring social change – Provoke questions on regressive values – Call to act 26
  • 27. DI landscape of Indian advertising December 2023