Voice-O-Meter: Škoda drives the change, 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 advertisingthat 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.

Škoda Slavia emerges as the clear winner this week, with its natural portrayal of a woman behind the wheel rather than as a co-passenger, challenging traditional gender stereotypes in the male-dominated automobile category.

The campaign reflects a welcome shift towards normalising women in roles traditionally associated with men. Apple's commercial also highlights changing domestic dynamics, with a man managing household responsibilities while the woman gets ready for work.