Do you remember the iconic advertisements of the 90’s and the early 2000’s? From washing powder nirma to rasana girl and to fair and lovely, all these advertisements had become a very integral part of our everyday life. Advertisements have a very strong influence on the minds of the people and society as a whole. On an average a person sees approximately 20-30 advertisements per day.

While advertisements are a great way to make people aware of products, services and more, it also has the power to influence the mindset of people and society as a whole. An advertisement portraying a message of sexism, racism, casteism etc. pushes the society to be embroiled in the same age-old social stereotypes and conventions thus preventing it from evolving socially.

India – the land of fairness creams, detergents that somehow only women use and sexist insurance policies. But this was India of the 90’s, right? Or is it?

We humans are known as the most evolved animals. We have developed the best forms of technology from highly smart computers to even artificial intelligence. We seem to be ruling the world but have we evolved socially? Or are we still stuck in the era of gender bias, misogyny, racism, casteism etc.?

I say, we are trying. A great way to get an insight on this matter is through advertisements.

Advertisements are a reflection of our society. They have the power to influence the society and change it for the better.

But in this highly competitive and globalized environment where original products are difficult to find and companies are struggling to sell the same products and make profit, will companies give relevance to socially conscious advertising or worry about their survival? The answer lies in the question itself.

In order to stand out, what can a company give to a customer that no one else can? Most companies are choosing to incorporate social consciousness in their advertising, telling tales of those unrepresented, conveying ideas of diversity, battling sexism and misogyny, giving importance to unity and community. This form of socially conscious advertising helps in building deep brand loyalty and creating commercial opportunities.

From Ariel’s campaign of ‘share the load’ an effort to battle the sexism and misogyny existing in our society to Dove’s campaign for real beauty we have come a long way.

But are companies promoting these campaigns actually practicing what they are preaching? or in this new trend of ethical branding and socially responsible campaigns to gain brand loyalty companies are being hypocritical?

I believe only those corporations and businesses survive in the long run which are concerned with the betterment of society as a whole and are building an image of togetherness and belonging, a feeling of community and not just immediate profits. Profits are transient but brand loyalty, goodwill and the reputation of a company remains constant.

Only those who believe in the concept of sustainable development and giving back to the society be it environmentally, socially or economically survive till the end.

Coming back to socially conscious advertising as a way to influence the society and make it more socially evolved, are our advertisements becoming really social conscious? Some of them are but even today majority of our advertisements reek of gender bias, misogyny, racism, casteism etc.

Why? Are companies not aware of the many benefits of socially conscious ads both for the company and the society as a whole? Or are they choosing to be ignorant? 

I believe advertisements are a form of storytelling, a means to communicate a message or some information basically a reflection of our society. And if we as a society remain socially retarded still caught up in the age-old stereotypes and social norms, how can we expect are advertisements to reflect a society free of stereotypical social norms like gender bias, misogyny, racism etc. 

For that we need to change our mind sets and grow above these biases. If all the companies become socially responsible and collectively decide to fight these social evils along with the support of the society, we can not only bring a change in the mind sets of the people of the society but also our advertisements. Advertisements of a socially conscious society will automatically be socially conscious. So, the most important thing is to build a socially conscious society and the rest will follow.

But one thing is very clear, you are responsible for everything you advertise and everything you advertise will be a refection of you. So, choose wisely of how you want your company to be reflected in the market and advertise responsibly. 

The road to where all advertisements will reflect social consciousness and be free of gender bias, racism, casteism etc. is a long one and only if we as a society come together, we can achieve this.

 

 

 

 

 

 

 

 

 

 

 

Shivika Gupta
MMS
2020-22