Anita Rao Kapur
Feb 25, 2019

This Women's Day, how Asian brands can move beyond gender stereotypes

Anita Rao Kapur, regional head of brand for Kantar’s Insights Division, shares her thoughts on why some campaigns targeting women work — and some are 'Jane Walkers'.

Clockwise from top right: 'Jane Walker'; Tata Tea's 'Inequality Gets Learnt' campaign; Muji, hailed as a 'gender-neutral' store; Dove's 'body bottles'

If 2018 taught us one thing, it’s that the narrative surrounding gender is heating up. Brand campaigns are driving conversations about what progress’ looks like on this topic, and regulations are changing  the ASA's ban on gender stereotyping kicks off in the UK in June, bringing with it the potential to affect advertising codes more widely.

Kantar’s 2019 AdReaction study, released last month, found that almost two thirds of consumers in...

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