Voice-O-Meter: Cred's unconventional route breaks the bias

IAA Voice of Change and UNICEF pick the most gender-progressive ad among those covered by Manifest each week.

Manifest has partnered with IAA Voice of Change and UNICEF to identify and celebrate advertising that challenges stereotypes and promotes more progressive gender representation.

The committee for this section consists of: Nina Elavia Jaipuria, chairperson, Women Empowerment Committee, IAA India Chapter; Megha Tata, co-chairperson, Women Empowerment Committee, IAA India Chapter; and Geetanjali Master, partnership specialist, public and private sector engagement, resource mobilisation section, UNICEF Delhi.

Cred emerges as this week's pick, with its unconventional use of Rakhi Sawant to communicate financial literacy through humour and sarcasm. The campaign breaks clutter by placing an unexpected female protagonist at the centre of a traditionally serious subject.

Mia by Tanishq was appreciated for challenging the conventional narrative of husbands gifting jewellery to their wives, instead celebrating women's independence and self-purchase. Dharavi Anthem stood out for its inclusive portrayal across gender and age.

On the other hand, Surf Excel was seen as a missed opportunity, reinforcing stereotypes with boys running the race and mothers cheering from the sidelines.