Diverse Representation: The Demand for Inclusivity in Celebrity Endorsements in India

The demand for inclusivity in celebrity endorsements in India is growing, with 48% of consumers advocating for better representation of diverse demographics. Movements and campaigns highlight the need for brands to reflect society’s richness. Embracing diversity can enhance consumer loyalty and trust.

Imagine flipping through a magazine or watching a TV commercial in India. Chances are, you'll see celebrities endorsing products—from Bollywood stars to cricket legends. In 2021 alone, the top 20 celebrities in India signed 376 endorsement deals, reflecting a steady rise in such partnerships over the years. 

But here's the twist: While these endorsements are booming, there's a growing call for more inclusivity in how brands represent us. A recent study revealed that 48% of Indian consumers feel brands should do a better job of reflecting the diversity of our society. 

So, why is it such a big deal? In a nation as multicultural as India, shouldn't our commercials reflect the multicolored fabric of our society? However, numerous commercials still fail to include representation of different communities, such as LGBTQ+ people, disabled people, and the elderly. Actually, fewer than 1% of Indian advertisements include LGBTQ+ people or individuals with disabilities, and just 4% include those aged over 65. In this blog, we're going to discuss why representation matters in celebrity endorsements, how it's changing in India, and what it means for consumers and brands alike. Let's get started!

The Changing Face of Indian Advertising

Imagine this: a classic Bollywood ad featuring a Bollywood actress promoting a fairness cream. The fair, nicely proportioned star smiles as she applies the cream, guaranteeing beauty and prosperity. This is in line with the traditional beauty ideals, which are likely to emphasize fair complexion and thinness. Indeed, research revealed that 58% of women in Indian ads are fair-skinned, against 25% men.

Fast forward to present day, and the difference is tangible. Consumers are making themselves heard when it comes to demanding greater diversity in advertisement. A recent research found that 48% of Indian consumers believe that brands need to do better in projecting the diversity of the country, a figure more than the international average of 33%.

This increasing demand is leading brands to change their tactics. For example, Joy Personal Care has also used plus-size women, prostitutes, and victims of acid attacks in their adverts, defying conventional notions of beauty. Along with the growth of society, there is also a definite clamor for such advertising that captures the diverse multiculturalism of India, going past stereotypes to hold a larger repertoire of identities and appearances.

Why The Call for Inclusivity?

Indian consumers are becoming more vocal about their expectations for brands to reflect the country's rich diversity. A recent study found that 48% of Indians believe brands need to represent the country's diverse population better, a figure above the global average of 33%. This demand for inclusivity cuts across multiple dimensions such as age, gender, sexual orientation, race, physical appearance, social class, disability, and religion. For example, fewer than 1% of Indian ads show LGBTQ+ community members or people with disabilities, and just 4% show individuals older than 65. Customers are demanding brands to go beyond stereotypes and embrace a wider range of identities and appearances. This is not merely a trend but an indicator of a broader change in society towards more acceptance and representation.

Social movements in India have played a key role in raising awareness about the importance of inclusivity in media and advertising. Activists and groups are using digital platforms to create awareness and campaign for change. For instance, the DivyangDost Foundation, which is headed by 15-year-old activist Naman Parikh, works towards the social inclusion of differently-abled people through friendship, music, and technology. Further, movements such as #DalitLivesMatter are working towards combating caste-based discrimination and demanding equal rights and representation. These movements have been empowered by social media, offering a platform to marginalized voices as well as creating a more just society. 

These efforts are reshaping public discourse and pressuring brands to reconsider their representation strategies, ensuring that advertising reflects the diverse and evolving landscape of Indian society.

How are Brands Responding to the Demand For Inclusivity?

Myntra's Inclusive Fashion Campaigns

Myntra,a major fashion retailer, has undertaken campaigns that use models of different body types, ages, and ethnicities. This disrupts the conventional beauty norm and inspires body acceptance. For instance, their 'Myntra for Her' campaign highlighted women of different sizes and origin, highlighting that fashion is inclusive. This campaign struck a chord with many shoppers, driving higher engagement and sales. Yet, Myntra struggled to source extensive sizes and styles to cater to the various demands of their viewers. Furthermore, some critics suggested that the representation was not wide enough and failed to include the entire gamut of diversity within Indian society.

Nike India's 'Da Da Ding' Campaign

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Nike India's 'Da Da Ding' campaign showcased female athletes breaking barriers, challenging stereotypes, and promoting gender equality in sports. Featuring Bollywood actress Deepika Padukone, the ad highlighted the strength and determination of women athletes. The campaign received widespread acclaim for its empowering message and high production quality. However, Nike faced challenges in addressing the deeply rooted gender biases in Indian society, which often undervalue women's sports. Additionally, the brand had to navigate the complexities of portraying empowerment without appearing to exploit the subject matter for commercial gain.

Colgate's 'My Smile is My Superpower' Campaign

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In 2022, Colgate introduced the 'My Smile is My Superpower' campaign, which celebrated individual smiles as a source of strength. The commercial included influencers such as Dolly Singh, Toshada Uma, and Prarthana Jagan, who all accepted their unique dental characteristics, including gaps and misalignments. This campaign was meant to defy conventional beauty standards and encourage self-acceptance. Yet, some critics believed the campaign was insincere, stating that although it featured diverse smiles, it still focused on the quest for perfect teeth. Moreover, the brand struggled to balance inclusivity with its existing reputation of dental perfection promotion. 

LGBTQ+ Inclusive Advertising in India

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In India, brands are increasingly adopting LGBTQ+ inclusivity in their advertising. Joy Personal Care, for example, used transgender performer Sushant Divgikar in its 'Beauty is for Everyone' campaign, which reached more than 55 million individuals. Bausch + Lomb's '#LookOfLove' campaign, which also used real LGBTQ+ couples, reached a mileage of 13.5 million. The Times of India's 'Out and Proud' campaign provided free classifieds to LGBTQ+ individuals, encouraging inclusivity. In spite of all these, a study revealed that less than 1% of advertisements include LGBTQ+ representation, showing that there is a need for more regular and genuine inclusion. 

These examples highlight the evolving landscape of advertising in India, where brands are striving to reflect the nation's diversity and promote inclusivity.

The Impact on Consumer Engagement

Incorporating inclusivity into advertising isn't just a feel-good move; it's a smart business strategy. A study by the Unstereotype Alliance found that inclusive advertising can boost short-term sales by 5% and long-term sales by 16%. Moreover, 62% of consumers are more likely to choose a brand that authentically represents diverse groups, and 15% are more loyal to such brands. In India, the impact is even more pronounced. Kantar's Brand Inclusion Index revealed that 86% of Indian consumers consider diversity and inclusion when making brand choices. This indicates that brands embracing inclusivity are more likely to foster stronger connections with their audience, leading to increased loyalty and trust.

What Is The Consumer Feedback?

Consumer feedback underscores the importance of inclusivity. A survey by Kantar found that 48% of Indian consumers feel brands should better reflect the country's diversity, compared to 33% globally. This highlights a significant demand for representation in advertising. On social media, inclusive campaigns often receive positive engagement. For instance, Joy Personal Care's 'Beauty is for Everyone' campaign, featuring transgender entertainer Sushant Divgikar, reached over 55 million people, indicating a strong consumer interest in diverse representation. 

These insights suggest that consumers not only appreciate but also expect brands to embrace inclusivity, influencing their purchasing decisions and brand loyalty.

The Road Ahead For Diverse Representation

The future of celebrity endorsements in India is poised for a significant shift towards inclusivity. A recent report by Kantar revealed that 48% of Indian consumers feel brands should better reflect the country's diversity, compared to 33% globally. This growing demand for representation is prompting brands to reconsider their strategies, moving beyond traditional beauty standards and embracing a broader spectrum of identities and appearances.

In the coming years, we can anticipate a surge in campaigns that celebrate diversity in age, gender, sexual orientation, race, physical appearance, social class, disability, and religion. Brands that authentically integrate inclusivity into their messaging are likely to foster stronger connections with consumers, leading to increased brand loyalty and trust.

Embrace Diversity as a Core Value

For brands who want to remain in the forefront of this changing environment, working with us can be a turning point. We offer end-to-end solutions, where inclusivity is smoothly woven into every facet of a campaign. By working with Tring, brands are able to tap into a diverse range of talent and production knowledge, allowing them to craft genuine and impactful campaigns that speak to a broad audience. This is not only aligned with consumer preferences but also sets brands up to be champions of diversity and inclusion in the market.

Overall, the future for celebrity endorsements in India is auspicious and inclusive. Brands who make diversity an integral part of their values and work with agencies that provide extensive services will be in a prime position to engage with the emerging consumer base and pioneer inclusive advertisement.