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’s choice is Häfele’s campaign featuring Sachin Tendulkar.

What makes the campaign stand out is its decision to feature men promoting a dishwasher, challenging the familiar stereotype that household chores are primarily a woman’s responsibility. With Tendulkar at the centre, the campaign makes an even stronger case for normalising men’s participation in domestic life.

A simple yet meaningful shift in representation - and one that helps break the bias around gender roles at home.

Here are some other ads that caught our attention for breaking the bias:

Sony Sports Network - ‘Not a Gentleman’s Game’ challenges cricket’s long-held 'gentleman’s game' notion, putting Harmanpreet Kaur and the Indian women’s cricket team at the centre of the narrative.

Raga by Titan - ‘Your Way Is Beautiful' challenges everyday judgements and assumptions women face, including confronting the male gaze and questioning how women are expected to respond to it.