Femvertising the new trend in Indian Advertisements: A case study

Advertising plays an important part in our lives. It has a power to influence consumer behavior, and spend their money. It not only sells but it reflects the society. The representation of women in advertising has been a topic of discussion and debate for many years. Historically, women have been portrayed in advertisements as objects of desire, with an emphasis on physical appearance and sexuality. In recent years, many Indian companies have created advertisements to break stereotypes or portray women as more confident, determined and super-feminine multi-taskers. Companies have started using ‘Femvertising’ in various forms to stand out from the clutter of ads. There has been a shift towards more positive and empowering representation of women in advertising. This article is the study of new trend of women representation known as ‘Femvertising’. ‘Femvertising’ refers to a trend in advertising that features feminist themes or messages, often with the goal of empowering women and challenging traditional gender roles. This approach to advertising has gained popularity in recent years, as many brands seek to tap into the growing interest in gender equality and social justice. This study focuses on Emergence of ‘Femvertising’ in Portraying women in India. This paper also covers the various case study of advertising using ‘Femvertising’ that change the scenario of women in current era. It will critically examine the reality of women in India in 2023. This study discoveries the impact of ‘Femvertising’ as new trends in portraying women in Indian society and culture