4 DECEMBER2021The Indian advertising industry has witnessed tremendous growth over the last few years. From being a $47 billion industry in 2015, the Indian advertising sector grew to be worth $199 billion in 2020. The report also stated that the value is slated to increase to $539 billion by 2024. First it was print advertising that ruled the roost and then came television which scooped the number one spot for highest advertising revenues. For decades the Indian advertising sector has created a number of campaigns that have created the most memorable brands. Be it the Amul girl, Lalitaji or the quirky `pakderehna, choddnanahi' fevicol ads, the Indian advertising tapestry has been colorful and bright. As we entered the digital era, the prevalence of digital advertising has also witnessed massive growth. The trend has received a push from the greater adoption of smartphones and falling prices of data across the country. The Indian government's push to create a digital India has also been a significant contributing factor. Digital advertising has in a way blurred the lines between urban and rural India, with a more homogenous reach of all online content.Social media advertising and paid search make the highest share in terms of format for ads. While the industry has been progressing by leaps and bounds in terms of revenue and content quality, there has been one area where the advertising industry has lagged immensely and that is gender parity. Women characters have always been an integral if not primary part of Indian advertising campaigns. Most ads that we see on television and print are also catered towards the female consumer. Be it the vivacious girl running with abandon in a Cadbury commercial or the quietly confident `Airtel Girl', these characters have made a mark in the Indian psyche as a whole. However, it is disheartening to see that most of these ideas have been created by male advertising professionals. The reality is that women form a smaller chunk of the workforce in the advertising industry, more so as we move higher in the management ladder. Talks of unfavorable work environments in agencies have always been a part of hearsay. But not all hope is lost; gradually yet surely more and more women are showing up in the advertising sector. The current edition of Women Entrepreneur Magazine brings to a few female trailblazers from the Indian advertising industry. These women have been charting success on their own terms, creating memorable brand campaigns and creating a more gender neutral industry. Do let us know your thoughts. Editor NoteLike Onscreen, We Need More Women Advertising Leaders Offscreen As Well Rachita SharmaEditoreditor@womenentrepreneurindia.com
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