Voice-O-Meter: A step forward, but not enough to break 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.

This week, none of the campaigns make the Voice-O-Meter cut, though Ujjivan Small Finance Bank stands out for positively portraying a woman entrepreneur seeking a loan to expand her business.

In contrast, Bajaj Pulsar’s latest campaign was regressive; its 'It’s a Bad Boy' narrative continues the brand’s 25-year-old male-centric positioning. The 2001 ad broke convention; this ad successfully resurrects a memory but it could have broken convention again by showing how the meaning of 'daring' has evolved.