Beyond Pink and Blue – Gender Conscious Creativity in the Dynamic Landscape.

What are the biases grappling the advertising industry? How can we influence the creative community to be more inclusive? What steps can the advertising industry take to be more accepting?

These were the key questions discussed during the session, ‘Beyond pink and blue – gender conscious creativity in the dynamic landscape,’ on the second day of Goafest 2025.
Challenging Gender Bias in Advertising.

At a panel moderated by Megha Tata, leaders from media and marketing came together to address gender representation in advertising.

PG Aditiya (Co-founder & CCO, Talented) noted it’s easier to tackle gender when it’s the core topic, but real change comes from identifying and addressing unconscious biases that creep into everyday campaigns. He urged creatives to internalize the issue, not just treat it as a business mandate.

Darshana Shah (CMO, Aditya Birla Capital) highlighted how gender stereotypes start early—like associating men with professional roles and women with nurturing ones. She pointed out how retail advertising and even AI models reflect these deep-rooted biases, often stereotyping women based on outdated norms.

Rubeena Singh (MD – India, NP Digital) offered a consumer perspective, observing that Gen Z sees gender as fluid, not binary. Yet, many decision-makers remain disconnected from this shift. She called for greater diversity in creative teams and more gender-neutral narratives, aligned with evolving consumer expectations.

The panel called for a conscious, inclusive approach to storytelling—one that moves beyond stereotypes and embraces the complexity of gender today.