Diageo shines spotlight on gender in advertising on eve of International Women’s Day

08 Mar,2019

By A Correspondent


Diageo India eleased a short film about gender balance in advertising on the eve of International Women’s Day. The film discusses the role of advertising in shaping culture, the misrepresentation of women in advertising and strategies and partnerships to support more progressive gender portrayal in content.


The film also focuses on the importance of diversity in the advertising industry itself –highlighting the organisations working to address imbalances behind the camera and in creative departments.


Said Diageo CMO Syl Saller: “Through the millennia, culture has been shaped by the stories we tell and if you think about it advertising is telling stories that are backed by billions of dollars to have them heard. I am convinced we can normalize gender equality with what we choose to show in our ads, and who we choose to make them. We strongly believe that diverse teams create all kinds of different stories, stories which portray men and women as they really are, stories that are eminently relatable.”


Said Julie Bramham, CMO at Diageo India: “India is continuously evolving, and it is the diverse and vibrant voices of the nation that are driving progress. Hence it is important to tell authentic stories which celebrate the connection that not just men, but also women have with our brands. We are committed to showcasing a progressive and gender-balanced world in our communication and also drive parity behind the camera because equality is for life, not just for International Women’s Day.”



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