{"id":121013,"date":"2025-03-08T23:57:17","date_gmt":"2025-03-08T23:57:17","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/ditch-the-pink-this-womens-day-marketing-advertising-news-et-brandequity\/"},"modified":"2025-03-08T23:57:17","modified_gmt":"2025-03-08T23:57:17","slug":"ditch-the-pink-this-womens-day-marketing-advertising-news-et-brandequity","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=121013","title":{"rendered":"Ditch the pink this Women\u2019s Day, Marketing & Advertising News, ET BrandEquity"},"content":{"rendered":"


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Sakshi Choudhary and Samyu Murali<\/p>\n

POV: It\u2019s March 9
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The brands that spent yesterday urging women to \u201crise, shine, and slay\u201d have gone quiet. The ones that called you \u2018QUEEN\u2019 are back to underrepresenting women in leadership. Logos have reverted and the reality of pay gaps, workplace biases and missing maternity policies remains unchanged.<\/p>\n

Welcome to the day after Women\u2019s Day \u2014 where the marketing fades, but the real work still isn\u2019t done.<\/p>\n

Brands put out messages of empowerment, but real progress isn\u2019t measured in hashtags or heartfelt campaigns. It\u2019s measured in leadership pipelines, pay equity, workplace policies and long-term commitment.<\/p>\n

Beyond the message: A call for action
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For years, brands have leaned on femvertising<\/a> \u2014 a surface-level approach that equates empowerment with a viral ad or a pink product. But real change goes deeper than marketing. It requires action.<\/p>\n

Women\u2019s Day shouldn\u2019t be a branding exercise \u2014 it should be a reflection of a company\u2019s year-round commitment to equity. That means looking beyond how brands speak about women and focusing on how they support them \u2014 through hiring, promotions, fair pay and policies that create real impact.<\/p>\n

The Women\u2019s Day Test
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Indian Creative Women<\/a> exists because women bring unique perspectives that drive creativity, innovation and profit. We are women in design and the advertising industry who have seen first-hand how brands get it wrong \u2014 and what it takes to get it right.<\/p>\n

That\u2019s why we built The Women\u2019s Day Test. It\u2019s a framework to assess whether a campaign actually advances gender equity<\/a>. We look at gender-equal screen time, inclusive casting, representation behind the camera and \u2014 most importantly \u2014 a brand\u2019s internal policies. If a campaign asks women to \u201ctake a break\u201d but doesn\u2019t challenge workplace biases, it\u2019s missing the point.<\/p>\n

Beyond lip service
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A campaign is only as strong as the actions behind it. Brands that claim to support women must back it up with:<\/p>\n

Hiring and promoting women at all levels \u2014 not just in front of the camera but behind it.<\/p>\n

Policies that matter \u2014 paid maternity and paternity leave, pay transparency and real anti-harassment measures.<\/p>\n

Authentic representation \u2014 women shown in all their complexity, not just as strong, nurturing, or inspirational figures.<\/p>\n

Long-term commitment \u2014 not just a once-a-year marketing play, but an everyday priority visible in boardrooms, budgets and business decisions.<\/p>\n

One-size-fits-none
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Women are not a monolith. Women\u2019s Day messaging must reflect real diversity \u2014 not broad, generic strokes that reduce women to a single narrative. A meaningful campaign considers intersectionality, factoring in race, gender identity, economic background and more.<\/p>\n

Put women in the room
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If a Women\u2019s Day campaign is being created without women in key decision-making roles, it has already failed. Brands must include women of diverse backgrounds in their creative and strategic processes to ensure the work is not just well-meaning, but well-informed.<\/p>\n

Do the work, not just the marketing
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Women\u2019s equality isn\u2019t a moment \u2014 it\u2019s a movement. It\u2019s not about a campaign; it\u2019s about an everyday effort to create workplaces, industries and societies where women thrive. <\/p>\n

At the end of the day, the real measure of a Women\u2019s Day campaign isn\u2019t how many likes it gets \u2014 it\u2019s how many systems it challenges.<\/p>\n

(Samyu Murali, founding member and creative at Talented, is co-lead at independent platform, Indian Creative Women team; Sakshi Choudhary, ECD, Ogilvy, is the founder of Indian Creative Women. All views expressed are personal. <\/em>The article is for general information purposes only.<\/em><\/p>\n

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