Procter & Gamble India says it achieved 50% representation of female directors behind the camera for its brand's ads

Procter & Gamble (P&G India) announced that it has achieved 50% representation of female directors behind the camera for its advertisements featuring its leading brands in India.

The company also went on to say that it achieved the milestone one year ahead of the commitment timeline of 2024, through a set of actions that facilitated building, fuelling and connecting a pipeline of diverse female talent in advertising, media and content opportunities as a systemic solution.

Sharat Verma, Chief Marketing Officer, P&G India, said, “At P&G, we make deliberate efforts to leverage our voice in advertising and media to be a force for growth and a force for good. We are proud of the progress we have made over the years in sparking conversations on gender equality through campaigns like Ariel #ShareTheLoad, Whisper #KeepGirlsInSchool, Gillette #ShavingStereotypes, among others. We understand that as we continue to drive accurate portrayal of women in front of the camera, it is only imperative to drive equal representation of women behind the camera as well. In line with this, we had announced our commitment to achieve equal representation of women directors for advertisements we make across our brands in India by 2024. I am proud to share that we have fulfilled our commitment and achieved 50% representation of female directors behind the camera for our brand advertisements, one year ahead of the timeline.”

“The journey has been fruitful, but it does not stop. The task at hand now is to maintain this representation to create long lasting impact. As we move forward, we will continue to advocate for accelerating the pace of change in the communities we serve, to achieve responsible advertising by breaking stereotypes and busting myths via advertising including characteristics, roles and context.”

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